SEPTEMBER 26, 2017 MEADOWLANDS EXPOSITION CENTER
MDEST TOURISM CONFERENCE: ON YOUR MARKET… GET SET, GO!
Jake Buganski, CDME NJ Division of Travel and Tourism
Tourism in New Jersey 01
Tourism Landscape
02
Situation Analysis
03
Research Program
04
Next Steps
Tourism Landscape Understanding an important and complex industry
Tourism Landscape
Marketing New Jersey Division of Travel and Tourism
Tourism businesses and other stakeholders
Advocacy New Jersey Travel Industry Association
Tourism Landscape
▪ The Division of Travel and Tourism markets the state ▪ $9M budget for FY 2017 ▪ Budget derived from 5% state occupancy tax which also funds arts and history programs ▪ 80% + marketing (including grants)
Tourism Landscape
DMO Grant
Cooperative Marketing Grant
Funds qualified organizations whose primary business is destaination maketing
Funds any tourism-related business to encourage partnerships and develop new tourism product
$44,100,000,000 Tourism Demand in 2016 (7 straight years of growth)
Tourism Landscape
How we measure tourism impact â–Ş Tourism is not so easily measured because it is not a single industry - it is a demand-side activity that affects multiple sectors to various degrees â–Ş Tourism spans nearly a dozen such sectors including lodging, recreation, retail, real estate, air passenger transport, food & beverage, car rental, taxi services, etc.
Tourism Landscape
Understanding the Tourism Satellite Account â–Ş Satellite Accounts developed by the U.N. to measure the size of economic sectors that are not defined as industries in national accounts â–Ş The TSA standard has been adopted by over fifty countries around the world and a growing number of US States
NJ’s 6th largest employer Back up from 7th in 2015
517,559 jobs including indirect and induced impacts
1 in 10 NJ jobs are in tourism 9.8% of statewide employment
Situation Analysis Evaluating the landscape
Situation Analysis
New Jersey’s Organic Tourism Draw 130 Miles of Beaches
Visitors have flocked to the Jersey Shore for more than 150 years
+
Monopoly on East Coast Gaming
Atlantic City was part of the U.S. gaming duopoly for almost 30 years
Situation Analysis
In the meantime‌ ▪ States and local governments begin to take notice that tourism is a great economic driver and positively impacts quality of life.
â–Ş Funding mechanisms (generally county and local occupancy taxes) are implemented to generate revenue to develop tourism product and to promote emerging destinations.
$3,390,000 Average DMO budget in the U.S. in 2015 (Destinations International)
Situation Analysis
DMO Grant program â–Ş Allows local experts to promote their destinations â–Ş Competitive process encourages professional and organizational development â–Ş Designed to develop self-sustaining organizations
Research Program Creating a foundation for new strategies
Research Program
New Jersey’s Double-Whammy Economic Downturn
The tourism industry is hit first and hardest during a recession, though it is also one of the first to recover.
+
Superstorm Sandy
As tourism in other states battled back from the recession, New Jersey was hit with Superstorm Sandy.
Research Program
Preliminary Research and Case Study
Source: U.S. Travel Association
Research Program
Preliminary Research and Case Study
Louisiana
2004
Low (year)
Back to 2004 levels (years)
$9.97 billion
$6.72B (2006)
2012 (8)
Source: U.S. Travel Association
Research Program
Preliminary Research and Case Study
New Jersey
Last negative growth year *
Superstorm Sandy Hits
8 years since challenges began
2009
2012
2017
* All 50 states down in 2009 due to recession
Source: U.S. Travel Association
Research Program
â–Ş Most states saw highest rates of post-recession growth in 2014 as New Jersey was still recovering from Sandy. â–Ş The opportunity to refocus is now!
Research Program
Benchmarking Study
DestinationNEXT
Local Funding
Research Program
Benchmarking Study (Tourism Economics)
How does New Jersey’s tourism growth since the recession compare to the national average and to its competitive set?
Destination NEXT Creating a base for future planning
Research Program
Sustainable Local Funding with TIDs (Civitas) What are the current trends and best practices for funding tourism efforts? Does New Jersey policy permit them?
$87,156,416 Average state investment in tourism from all sources (U.S. Travel, NCSTD)
Research Program
Funding Gap at the DMO Level â–Ş This year, New Jersey has $20 million invested (from all sources) to promote tourism in the state compared to the average of $87 million. â–Ş The largest gap is at the local level: $67 million average combined DMO budgets nationwide vs. $11m New Jersey DMOs combined.
Research Program
Example from Competitive Set
New Jersey
North Carolina
Source: U.S. Travel Association
State Office
Combined DMOs
Total
$9m
$11m
$20m
$12m
$142m
$154m
Research Program
Example from Competitive Set ▪ In 2006, NJ had the 9th largest tourism economy in the U.S. – in 2015 the state was 12th.
▪ Two of the three states that have surpassed state tourism revenues are fellow east coast states – North Carolina and Virginia.
Next Steps Leveraging the research
Next Steps
Marketing New Jersey Division of Travel and Tourism
Tourism businesses and other stakeholders
Advocacy New Jersey Travel Industry Association
Next Steps
Time for the NJ Tourism Industry to Rally! ▪ Research program will culminate with a “New Jersey State of the Industry” report to use to advocate for local support.
▪ The best advocacy results will focus on tourism’s role in economic development.
“Tourism is the front door to economic development.�
Next Steps
Executive Director of the Irving (TX) Convention and Visitor’s Bureau and founding member of the Certified Destination Management Executive Program
If you build a place people want to work, you build a place business needs to be
⇨ If you build a place business needs to be, you build a place people want to visit
⇨
Developed by Maura Gast
⇨
If you build a place people want to live, you build a place people want to work
⇨
The Destination Management Cycle
If you build a place people want to visit, you build a place people want to live
THANK YOU! Any questions? Jake.Buganski@sos.nj.gov Cell: (609) 789-3175
VISITOR EXPERIENCE DINING EXPERIENCE MARKETING PRACTICE GREEN INITIATIVE COMMUNITY IMPACT MDEST TOURISM CONFERENCE: ON YOUR MARKET… GET SET, GO!
VISITOR EXPERIENCE
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DINING EXPERIENCE
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MARKETING PRACTICE
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GREEN INITIATIVE
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COMMUNITY IMPACT
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LIFETIME ACHEIVEMENT AWARD Captain Bill Sheehan Hackensack Riverkeeper
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The Civilized Commute for 30 years and growing!
About NY Waterway
-NY Waterway is the largest privately-owned and operated commuter ferry
system in the nation, carrying more than 30,000 passengers each work day. -Our ferries help reduce more than 7,000 cars from traveling New York Metropolitan Area roads, bridges and tunnels every day -With a 99% on-time record, NY Waterway is the most reliable transit system in the Metropolitan Area.
NY Waterway is a leader in commuter ferry service..
• Charter options and tour group services • Discounted area attractions, Broadway shows and dining package discounts
Routes give access to great attractions • Free buses stop at Javits Center and High Line walkway • Downtown ferry locations bring you in walking distance of WTC, South Street Seaport/Brooklyn Bridge area
• Hudson Loop offers spectacular skyline view for biking, running or walking
Your Key To The City™ Save up to 56% on NYC’s best Attractions & Broadway Shows!
What is Your Key to the City? A unique program that provides savings and deals on dining, ferry transportation and NYC area attractions
Your Key to the City Package Benefits Include: - Free connecting shuttle buses to get you safely to your Midtown location, and back to our terminal when you are ready to return - Discounts on dining at the hottest local area restaurants - Easy indoor parking & free shuttle transportation in NYC NY Waterway is a great option for Groups and Charters - Charter options for guests, including catering and area attractions - We will put together any type of custom program to visit NYC for you or your organization/group - We offer free personal/concierge service to plan your event - Custom itineraries, private charters and charter bus transportation available
NY Waterway Your Key To The City Video
NY Waterway service enhancements • Launch of Hoboken/NJ TRANSIT Terminal to Midtown NYC
• NEW Commuter Savings on our 10-Trip and 30-Day Pass at our Hoboken/NJ TRANSIT Terminal and Jersey City locations
• Harborside Terminal in Jersey City to both Midtown and Brookfield Pl./Battery Park City
• Free shuttle bus service now extended to Edgewater residents to Port Imperial terminal
New Hoboken Service to Midtown
Enjoy The Civilized Commute with NY Waterway
Meet Your Markets
Welcome/Introductions
Julie Payne, CTP, CTIS RLB Marketing 2734 North Second Street Harrisburg, PA 17110
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FIT Overview Definition of FIT 3 Elements of Success Key Inbound Markets
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FIT - Definition Flexible Independent Traveler – An individual or small group of <10 traveling and vacationing with a self-booked itinerary.
FIT is different from the traditional group tour.
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Three elements of Operators
Success
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FIT Operators Overview Needs/Expectations
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Traditional Tiered Approach Group Leaders Tour Operators Receptive Operators
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FIT Supply Chain Suppliers
Online Travel Agency
Receptive Operators
Tour Operators
Visitors
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Business to Business (B2B) Examples Include: • HotelBeds/Tourico/GTA • Team America
B2B
B2C
Business to Consumer (B2C) Examples Include: • Expedia • Viator
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FIT Operations Typically an FIT program is executed as a contract with the operators and will cover the following: Rate 20-35% off rack • Direct Connect: 20-25% • Industry Standard: 25-30%
Operator Reservation Options • Direct Connect - Brands • Pre-Buy Room Allotment • Free Sale
Static Pricing vs. Dynamic Pricing
Black Out Dates vs. Higher rate
Billing • Prepay • Post-pay • Direct Bill
Cancellation Policies Comps - negotiation point Attractions – prefer e-vouchers, confirmation emails or tickets in advance
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FIT Visitors Overall Expectations Key Markets
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FIT Visitor Expectations Independence Freedom, flexible schedule Ease in reservations Upscale comfort Exceptional service Cultural accommodation Value, exclusivity associated with group travel
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Key Inbound Markets Income – $73K+ , tripled in 5 years 45% of spend on shopping, 24% on lodging - VALUE China
One of highest life expectancies in the world – 81.25 years US most popular international destination Japan
Strong traditional values, emphasis on family Relaxed pace – on time is 5-10 minutes late Brazil
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Key Inbound Markets, cont. One of fastest-growing outbound travel markets in the world. 50% of population below age 25 India
Greatest linguistic & cultural diversity of Western world History & Distance Perception Europe
Boom in outbound travel reflects 9.6% surge Average visitor spend $3,250 Australia
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FIT – Supplier Opportunities Increase Visitation Extend Travel Season Fill Gaps/Shoulders Develop Operator Relationships/Drive Group Business Shorter Lead Time
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Millennials Overview Definition Demographics/Psychographics ASTA Travel Study Travel Trends How to reach millennials
Millennials Definition The term Millennials is usually considered to apply to individuals who reached adulthood around the turn of the 21st century.
Millennials Demographics Born between 1980 to 2000 Represent 73.5 million people, largest group behind Baby Boomers. 1/3 of the US Population Graduates from high school, college or post-graduate school Youngest generation of independent consumers 59% consider themselves politically unaffiliated
29% consider themselves religiously unaffiliated
Millennials Psychographics Make less money than their boomer parents but travel more. Constantly connected – 1st Generation to grow up in the era of internet everywhere Do not make phone calls – all text or web-based Passionate about social causes that benefit the greater good Massive shift in attitudes towards LGBT (becoming a nonissue)
Travel Study – ASTA 2016 80% of millennials took at least one leisure trip 2.38 average number of vacations
57% Men & 27% Women took at least one work trip Reasons to Travel 64% - Relax 59% - Spend quality time with family 38% - See natural sights
27% took a cruise Use of travel agents
Millennial Travel Trends Constantly connected
Seeking Interaction Happy to Share Seeking Authenticity
Selective Spending More likely to use public transportation or ride-sharing
Millennials Travel Spending surpassed $200 billion annually in 2016.
How to reach Millennials Social Media Weekend Getaways Embrace Authenticity, Local Vibes Bleisure
LGBT – Overview Definitions Demographics Worldwide Perspective LGBT Tourism
Traveler Expectations Case Studies
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LGBT – Definitions Lesbian – A woman whose enduring physical, romantic and/or emotional attraction to other women. Gay – The adjective used to describe people whose enduring physical, romantic and/or emotional attractions are to people of the same sex.
Bisexual – An individual who is physically, romantically and or emotionally attracted to men and women. Transgender - Transgender is an umbrella term for people whose gender identity and/or gender expression differs from the sex they were assigned at birth.
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LGBTQQIAAP Lesbian, Gay, Bisexual, Transgender, Queer, Questioning, Intersex, Asexual, Allies, Pansexual Queer – A person that does not want to label themselves Questioning – Someone questioning their sexual orientation Intersex –A hermaphrodite (A person who has both male & female genitals) Asexual – A person that isn’t attracted to either gender Allies – A straight person that supports the community
Pansexual – A person that is attracted to a person because of their personality, not gender.
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LGBT Demographics 4.1% of adults identify as LGBT – 10 million adults
LGBT Millennials up from 5.8% in 2012 to 7.3% in 2016 LGBT Identification is higher among women More adults are willing to self-identify
Purchasing power of LGBT consumers in US is $917 billion 780,000 in same sex-marriages and 2 million live with a same-sex partner. Representation of LGBT Community
46% lesbian & bisexual women 46% gay & bisexual men 8% transgender
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Gay couples tend to have a higher income than straight couples. They have higher levels of disposable income, so they spend more on fashion, travel or entertainment.
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Worldwide Perspective 36 million overnight visitors who traveled to international destinations are part of the LGBT community 70 Countries criminalize homosexuality or in some cases put to death Assumption is that countries with rapid economic growth would also have a growth in LGBT  Discrimination holds back LGBT on health care, jobs & professional growth  China - Homosexuality illegal until 1997 and considered a mental illness until 2001. At least 30 years away from seeing gay marriage legalized.
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LGBT Tourism According to the International Gay & Lesbian Travel Association, LGBT tourism refers to the development and marketing of tourism products and services to lesbian, gay, bisexual or transgender people.
LGBT is one of the fastest growing markets in the international travel industry.
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Benefits of LGBT Tourism Conveys a powerful image of tolerance and respect Economic development within a region Destinations that make great places to live for LGBT people, make great places for them to visit. Weddings/Honeymoons
Wedding industry $55 billion in US – Increase in number of couples Want to be recognized as a couple when traveling
Brand Loyalty
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Brand Loyalty According to YouGov, “brands that consistently show support for the gay community have a strong public image across all consumers”.
IT’S SUGAR – Las Vegas, NV
Storefront – NYC
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LGBT Traveler Expectations Warm & welcoming atmosphere Diverse local population Openly LGBT public figures or allies Local LGBT population & neighborhoods LGBT themed events
Dedicated marketing activities Restaurant - Philadelphia, PA
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LGBT is not just about having a gay pride event or displaying a rainbow flag. Ocean City, MD
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Reaching the LGBT Traveler Direct Marketing
ITB IGLTA LGBT Expo World Pride
Improve your knowledge Dedicated Resources – Staff & Financial
Quality Control – Training & Certification for Staff Connect with LGBT Tour Operators
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Case Study – VA is for Lovers September, 2016 – Virginia Tourism Corporation launched first statewide tourism initiative Landing page for LGBT Travelers Pride Merchandise LGBT Resource Guide
Our love story is bigger, better & more inclusive than ever!
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Case Study – Fort Lauderdale CVB In 2017, a new campaign, “Where Happy Meets Go Lucky” was developed to focus on Transgender tourists. Authentic images of transgender individuals with actual transitioned models. Put the “T” first – TLGB Global Marketing Campaign Sensitivity training to all hospitality employees
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Case Study – NYC In 2012, one year after the passage of NY State’s Marriage Equality Act, a study was held on the economic impact of LGBT weddings: 8,200 same-sex licenses issued 200,000 guests in attendance $259 million in local economic impact Now considered #1 Honeymoon destination for same-sex couples regardless of where they live
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Questions?
Julie Payne, CTP, CTIS RLB Marketing 2734 North Second Street Harrisburg, PA 17110 717-512-0903
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PRESENTING SPONSOR
MDEST TOURISM CONFERENCE: ON YOUR MARKET… GET SET, GO!
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Placemaking to Activate & Enhance Your Community Meadowlands Chamber of Commerce mDEST 2017 September 26, 2017
Rapid-Fire Agenda • • • •
The Value of Place (5) Placemaking Overview (10) Placemaking & Emotional Connection (10) Placemaking Case Study (10)
4 Values of Downtown (or a Business) • Economic Value • Social Value • Civic Value • PLACE Value
Why Place-Based Revitalization?
“The unique characteristics of place may be the only truly defensible source of competitive advantage for cities & towns.” – Joe Cortwright, CEO’s for Cities
The Experience Economy
Experience Economy Example
Place Matters
Placemaking Overview • Turning a space from one that you can’t wait to get through into a place that you never want to leave. • Transforming an unused or underused space into a vibrant place for the community to share experiences. • Creating places where people want to go and want to be.
Scope & Types of Placemaking • Tactical Urbanism – Park(ing) Day, Better Block
• Lighter Quicker Cheaper (LQC) – Smaller projects implemented quickly
• Public Place Development Projects – The Porch in Philadelphia & High Line in NYC
Places > Spaces
Spaces. ď Œ
Places! ď Š
Placemaking Creating Emotional Connection Changing User Behavior
Emotional Connection = Motivating the Elephant
We Make Our Own Places
Placemaking Done Well • Whimsy • Utility • Playfulness • Color • Engagement
= Emotional Connection
Whimsy
Utility
Playfulness
Color
Engagement
Connection
Case Study:
#BackyardExperiment
WATCH THE FULL BACKYARD EXPERIMENT
Building the Place
WATCH THE FULL BACKYARD EXPERIMENT
Elements/Cost • • • • • • • •
Chairs, Stools, and Tables – $10,125 Lighting in Trees – $18,750 Grass Turf Lawn – $15,000 Library Crates – $900 Books (Actual/Digital) – $0 (Donated) Chalk Paint Art – $1,425 Yarn Bombs – $0 (Donated) WiFi – $0 (Donated)
Before and During #BackyardExperiment
Changing Behavior
WATCH THE FULL BACKYARD EXPERIMENT
Elements/Connection • • • •
Whimsy – Yarn Bombs, Lighting, Chalk Paint Art Utility – Grass Turf Lawn, Chairs, Tables, WiFi, Lighting Color – Chairs, Tables, Chalk Paint Art, Yarn Bombs, Lighting Playfulness – Library Crates, WiFi
All driven to enhance the User Experience and resulting in Emotional Connection NOTE: NO Active Engagement – The point was to see what would happen with the enhanced, but un-programmed space. Engagement will only increase results!
Thank You
Jef Buehler Placemaking & Place Based Revitalization Specialist Local Planning Services, NJDCA E: Jef.Buehler@dca.nj.gov P: 609/633-9769
PRESENTING SPONSOR
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HOME RUN REFRESHMENT
A new multi-year agreement between The CocaCola Company and Major League Baseball will refresh baseball fans inside and outside bigleague ballparks, the partners announced April 3rd, 2017 at a press conference at Citi Field. Coca-Cola and its brands will engage baseball fans through MLB Advanced Media (BAM)’s digital platforms, focusing on enhancing the fan experience in both the digital world and the real world. The new partnership unlocks the digital and social rights with Coca-Cola’s existing 18 clubs. Some 2017 executions will be leveraging the MLB.com Ballpark app, by offering stadium check-in deals, ticket upgrades, and concession promotions.
CLUB PARTNERSHIPS
WINNING TOGETHER
The 2015 National League Champion New York Mets and The Coca-Cola Company announced
ways.
in 2016 a long-term landmark agreement making Coca-Cola the newest Signature Partner of the Mets and Citi Field. The Mets had previously been with our primary competitor for over 20 years. Fans could Taste the Feeling of the Coca-Cola brand both on and off the field through the innovative marketing, advertising, and experiential programming across a multitude of platforms. The goal of this new partnership was to cultivate brand love for Coca-Cola and the Mets, increase
WHAT WAS OUR
OBJECTIVE?
beverage sales both in venue and in the marketplace, help grow game attendance, and enhance fan engagement. Through our 360 degree fully integrated marketing campaign, we were able to achieve our objectives through this partnership while simultaneously engaging consumers in new dynamic ways.
The Coca-Cola Polar Bear and Mr. Met ringing the opening bell at the New York Stock Exchange.
We crafted a full 360 degree marketing campaign that included:
WHAT
ACTIONS
MOBILE
Dynamic Packaging
SOCIAL
POINT OF SALE DIGITAL
Retail Programming
PUBLIC RELATIONS
Innovative player hosted content series
BUSINESS TO BUSINESS In Venue Experiential Activation COMMUNITY AND EMPLOYEE ENGAGEMENT
DYNAMIC PACKAGING
DID WE TAKE TO ACCOMPLISH THAT OBJECTIVE?
PRESS ANNOUNCEMENT Our new partnership was launched at the New York Stock
Exchange on December 7th, 2015 with a commemorative ringing of the bell by Coca-Cola and Mets senior executives. To celebrate this landmark partnership and the Mets’ 2015 League Championship, Coca-Cola created a commemorative 12-ounce Coca-Cola can that was available throughout the New York Metropolitan area.
COCA-COLA CORNER As we began converting the stadium we were faced with the unique challenge of moving in to the same entitlement space previously occupied by our primary competitor. We added to the experience by enhancing the programming for fans in the new CocaCola Corner. We installed a state of the art 26ft x 84ft full color LED script sign in Right Field. There are over 14,500 freeform LED elements that form the display featuring 35 millimeter line spacing, making it one of the largest freeform displays in professional sport, the second largest in Major League Baseball and first to showcase brand specific advertising. These puck-
shaped elements can be used to bring ambient lighting effects, graphic and moving content capability to a large architectural logo, and it can be integrated seamlessly with other LED displays throughout the venue.
This one of a kind sign also doubles as another programming tool to reflect the in-game entertainment. For example, when the National Anthem plays, the sign visually reflects a waving American flag.
COCA-COLA CORNER
We then began developing the concept of the Coca-Cola Corner by viewing the space as a blank canvas and envisioning it as a destination for Mets fans to meet up with their friends in a fun interactive area with a backyard feel. Uniquely positioned behind right field, this premiere spot was designed to be the place for fans to enjoy chilling out, great snacks, interactive fun and, of course, plenty of refreshment! The Coca-Cola Corner is above the action – but in the middle of all the fun.
Oversized Adirondack chairs for photo opp at the Coca-Cola Corner
But, the uniqueness of the Coca-Cola Corner isn’t just a place to hang out. Coca-Cola has brought a unique interactive gaming wall to the Corner as well. The 4K ultra high definition multi-screen, touch display features both a virtual home run derby experience and a live social media tracker. Leveraging the Microsoft Kinect gesture technology embedded in the GamingWall, fans can take pitches against their favorite Mets players in the Lounge while tweets using #Mets, #CocaCola are displayed on the wall in real time.
COCA-COLA CORNER Some of the elements of the Coca-Cola Corner include branded furniture, a branded DJ Booth, festoon lighting, turf flooring, a custom wood deck and fence a 13 foot tall Adirondack chair and Corn hole for fans to enjoy during game.
NEW IN THE CORNER This season, the fan experience was enhanced through an additional interactive area with turf flooring, Coca-Cola branded life-size Jenga, Connect Four and a 7-foot, co-branded baseball glove, the first of its kind in Major League Baseball. Additionally, a custom batting cage now houses our virtual gaming wall.
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CITIVISION FEATURES
At any given game, it’s guaranteed that fans of all kinds will be cheering on their favorite team and players. To celebrate the big plays — or even simply being at the ballpark together — an instance of a “cheers” with one another adds to the camaraderie of fandom. We worked with the Share an Ice Cold Coke team and agency to create a CUSTOM engagement feature for Mets fans, with live shot and social media executions. We also promoted our bobblehead experience through Citi Vision.
IBEACON TECHNOLOGY Mets fans were able to digitally engage with our brand through iBeacon technology via the MLB At the Ballpark mobile app. Mets fans who have the app had the opportunity to receive mobile pop up offers through iBeacon technology with the experience, access, game or promotion being provided by Coca-Cola. Some great prizes included autographed items, branded premiums and VIP viewing for the post-game fireworks.
CONCESSION ACTIVATION ALL NEW BASEBALL DISPENSER BACKS • All new brand approved Mets centric creative fountain backs were created for 36 concession stands throughout Citi-Field.
DIGITAL EXECUTIONS
2017 INITIATIVES
BOBBLEHEAD APP PROMOTION SUPPORT OF TEXT TO WIN SWEEPSTAKES SHARE A COKE WITH THE METS
PROMOTION OF THE AMAZIN’ LIFE LIQUID REWARDS
BOBBLE HEAD YOURSELF PILOTED THIS YEAR, Coca-Cola and the New York Mets rolled out the first ever bobble head yourself platform through the Ballpark App. Mets fans are able to create a virtual bobble head of themselves via MLB Ballpark app. Fans can choose from a variety of options including their favorite stance, hat and wacky hairstyle and then pose for a selfie. Fans can then share their custom photo on social media sites with a unique hashtag, upload directly to the MLB Journal or save directly to their phones.
CONTENT SERIES – THE AMAZIN’ LIFE SEASON 1 In searching for innovative ways to connect with Mets fans, we collaboratively created an Emmy Award Winning player-hosted web content series with SNY – the Mets media network and partner. Each episode, between 4 – 6 minutes long, followed the life of Noah Syndergaard, one of the Mets starting pitchers. Whether Noah dressed up as his superhero alter ego, Thor, or posed as a Mets team store employee, Noah’s unique sense of humor and off the cuff production quality made for a great content series that Mets fans couldn’t get enough of. Seeing the content come alive both on and off the field, has been wildly successful for us both as a local business and global brand.
CLICK TO WATCH VIDEO! 10 EPISODES WITH NOAH SYNDERGAARD
1.8MM TOTALVIEWS
CONTENT SERIES – THE AMAZIN’ LIFE SEASON 2 This season features popular SNY broadcasters Keith Hernandez and Ron Darling in a series of hilarious off the cuff productions. In Episode 1, Keith and Ron launch a not-so-friendly competition in the Coca-Cola Corner. Series engagement has grown significantly YOY: Season 1, Episode 1 with host Noah Syndergaard: Total Video Plays: 43,918 Video Plays vs Season 2, Episode 1 with hosts Keith Hernandez and Ron Darling: Total Video Plays: 376,267 Video Plays (+757% YOY)
COMMUNITY To target a more multicultural demographic, we
extended
our
partnership
into
the
community through the Puerto Rican and Dominican Day Parades and created a Coca-Cola Mets Themed Float hosted by Mr. Met. In addition we supported Mets Jam Music Festival with Z 100. Attendees enjoyed Coca-Cola and had the chance to meet Mets Legend Mookie Wilson. We joined the Mets and the USO in honoring military heroes. PUERTO RICAN DAY PARADE
BUSINESS TO BUSINESS & EMPLOYEE ENGAGEMENT The Mets partnership was also leveraged
for
corporate hospitality and business development. We provided key customers the opportunity to play softball on the field at Citi-Field. We also hosted Coca-Cola employees for a day at the park as a way to thank them for their great work.
SALUTING THE MILITARY - USO
PACKAGING
8oz. Commemorative Bottle
1 ltr. Bottle
Coca-Cola 12 pack
Souvenir Cups
Retail Display at New York grocery retailer.
CUSTOMER ACTIVATION
METS TEXT TO WIN RESULTS: UNIQUE REGISTRATIONS
1,885
9,312 SWEEPSTAKES ENTRIES
TIMING:
4/3/2017 – 6/30/2017
QUESTIONS?
2017 Marketing Features for MLCVB And what they mean for New Jersey’s Tourism Marketing
174
Grant Funding The Good, The Bad and The Ugly
175
Grant Funding
â–¸
The Good: MLCVB Receives $144,000 Grant
176
Grant Funding
â–¸
The Bad: MLCVB Needs a $700,000 Budget
177
Grant Funding
â–¸
The Ugly: Travel and Tourism Pales to Neighbors
178
Rebranding The Past, The Present, The Future
179
Rebranding
â–¸
The Past: Our 13,000-Acre Back Yard
180
Rebranding
â–¸
Present: Celebrate the Meadowlands
181
â–¸
Future: Meadowlands Live
Rebranding
WATCH
182
Strategy
183
Strategy
â–¸
Friends and Family
184
Strategy
â–¸
Rock Stars and He-Men
185
Strategy
â–¸
Come One, Come All
SEPTEMBER 26, 2017 MEADOWLANDS EXPOSITION CENTER
MDEST TOURISM CONFERENCE: ON YOUR MARKET… GET SET, GO!