BEN CARTER ENTERPRISES Broughton Street 08.31.16 phase3mc.com
agenda INTRODUCTIONS TIMELINE & EVENT LANDSCAPE OPPORTUNITY PLANNING PARAMETERS BRINGING BACK MAIN STREET
meet the team MARKETING Mary Reynolds VICE PRESIDENT, PUBLIC RELATIONS Iri Patino DIRECTOR, INTEGRATED MARKETING Kendra Lively CREATIVE DIRECTOR Leo Schmid DIGITAL PR SUPERVISOR Allycia Dowling ACCOUNT DIRECTOR Sarah Long MARKETING COORDINATOR
ABOUT US We are a team of innovators and deep thinkers, experts in each subject matter needed to create a one-of-a-kind community.
Phase 3 is a new kind of company a marketing services collective defined by its six centers of excellence. Seamlessly integrated within one organization, we streamline access to branding, marketing, digital, PR, print and marketing logistics capabilities. Founded in 2001, our clients have engaged our centers individually or in unison across the marketing spectrum, igniting the best minds to deliver inspiring and business-building solutions. Ideation to Execution ATLANTA CHARLESTON CHARLOTTE DALLAS NASHVILLE
BRANDING team of 19 MARKETING team of 49 DIGITAL team of 15 PR team of 26 PRINT team of 64 MARKETING LOGISTICS team of 20 Our comprehensive scope of capabilities allows us to provide cross-disciplinary services that drive demand generation for our clients. With offices throughout the Southeast we have the geographic reach and market presence to artfully handle projects of all sizes.
relevant experience T THE RAILYARDS BRANDING MARKETING DIGITAL PR PRINT MARKETING LOGISTICS
* HISTORICAL PROJECTION & WINDOW DISPLAY 300 W. Broughton Street * WINDOW DISPLAY 220 W. Broughton Street * HOLIDAY TREE & PROJECTION 2 E. Broughton Street * POP-UP BAZAAR 20 E. Broughton Street * WINDOW DISPLAY 118 E. Broughton Street SUGGESTED FOOD TRUCK LOCATION /// /// /// STREET CLOSURE (11-29 ONLY) PROJECTION SIDEWALK ACTIVATION COMMUNITY STAGE POP-UP BAZAAR FAMILY PROGRAMMING WINDOW DISPLAY * WINDOW DISPLAY 301 W. Broughton Street POP-UP BAZAAR 201 W. Broughton Street * VISITORS CENTER, PROJECTION & MURAL 25 E. Broughton Street * * * * * SUGGESTED FOOD TRUCK LOCATION * SANTA S WORKSHOP 121 E. Broughton Street * HISTORIC TOUR STOP (BCE) HISTORIC TOUR STOP (LEGACY) HOLIDAY TREE FOOD TRUCK RESTROOM SUGGESTED FOOD TRUCK LOCATION
HISTORY OF BROUGHTON STREET The Marshall House, c. 1899 1865 General William T. Sherman was captured in Savannah at the Marshall House, one of the city s oldest hotels. At that time, the building was used as a Union hospital for wounded soldiers. 1930s Corporate chains, such as Adler s, Belk, Woolworth s and Sears opened on Broughton Street 1950s Suburbanization across the nation led to Sears to close its Broughton Street location to move outside the historic center, and Broughton Street began to decline 2014 Developer Ben Carter begins transformation of Broughton Street with the $75 million historic restoration project 1773 Broughton Street founded and named after Thomas Broughton, Governor of South Carolina 1800s Became known as Georgia s first shopping district and the Hollywood of the South 1820 A fire broke out in a stable, and by the next afternoon most of Savannah was in flames, including most of Broughton Street 1900s Broughton Street reflected wealth at the time women shopping on Sundays made it a practiced that established it as Main Street Main Street, 1924 1990 The mall on the south side was created, drawing people away from Broughton Street
Timeline & Event Landscape
AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER 1-7 site visit 04 ACTIVATE 05 EXECUTE 05 EXECUTE 02 DEFINE BSC EVENT 8-14 01 DISCOVER 03 ENGAGE TIMELINE 15-21 big idea presentation November 19 grand opening event 22-31 event plan presentation 04 ACTIVATE 02 DEFINE
AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER 1-7 EVENT 8-14 LANDSCAPE 15-21 22-31
OPPORTUNITIES Mega Art March & Art Walk first collaboration Lack of Christmas tree lighting Lack of family-focused events Downtown Ambassador Program Increased national media visibility Art Basel s Basel Cities initiative Charles Morris Amphitheater future development
PLANNING PARAMETERS LOGISTICS Provide security, transportation and a best-in-class event experience. LOCALS & FAMILIES Family programming is a MUST, ensure there are activities for kids that are memorable and provide rich experiences SCAD STUDENTS Involve SCAD tie-in to the SCAD student community for programming, unique spins, collaboration TECHNOLOGY Make sure Savannah and our touchpoints are high-tech, high-touch. Ensure that we bring some of the latest technologies for community engagement connectivity, displays and events.
Event Programming
BRINGING BACK MAIN STREET Crafting classic community experiences that celebrate Savannah s original Main Street.
FULFILL THE NEED FOR FAMILY PROGRAMMING by putting families at the center of our event strategy
HOLIDAY TREE 30-50 Holiday Tree 30 = 2.8 stories 50 = 4.6 stories Permitting Installation Truck Rental Labor Red Lights
SHOP BROUGHTON TOTE Print 2,500-5,000 Broughton Street Themed
BREAKFAST WITH SANTA Every Saturday Beginning Grand Opening Day (6 total) 9 a.m. - 1 p.m. Pictures with Santa Charity Toy Drive Breakfast Food Truck 9 a.m. - 1 p.m. Santa s Workshop Broughton Kid s Collection Coloring Books Historic Building Puzzles Yo-yos Legos Sponsorship Dancing Elves Mobile App Paging System Printed Promo Cards
HOLIDAY LIGHT SHOW ON BROUGHTON Every Saturday at 5-8 p.m. 6:30 p.m. Nightly Projections Food Trucks Light Show Music and Caroling Local Children s Choirs Face Painting Magic
BROUGHTON STREET TROLLEY TOUR CHARACTERS Hire Actors Characters may include: General Sherman 1920s Ladies Shopping on Sunday Woolworths Greeter/Donut Maker Levy Jewelers Founder
BROUGHTON STREET SHUTTLE Run on Saturdays during Holiday Season 8 a.m. - 8 p.m. Wrapped Vehicle or Magnetic Decals Driver Insurance Pick-Up Stops include: Ardsley Park Midtown Southside Georgetown Chatham Crescent Pooler Pricing not confirmed as of today Ongoing operation opportunity
PUT BROUGHTON STREET BACK ON THE MAP(S) define as a destination and enhance way finding
BROUGHTON STREET WELCOME CENTER LOCATION TBD Pop-up welcome center to move as spaces are leased Curated collection celebrating the history Printed maps of the historic tour Interactive Display Photography Interactive Map Experience / Web Mistletoe Chalkboard Wall Promo Gift Card Keychain Distribute Shopping Bags, Coupons, Tour Maps
RETELL THE HISTORY celebrate historic preservation efforts and retell the history through content marketing programs to key organizations
HISTORIC WINDOW DISPLAY CELEBRATING THE STREET AND RESTORATION 5 windows connected and produced to celebrate iconic moments and buildings 5 windows focused on the Holidays on Broughton Street Stipend for tenants, residents, students and partner organizations to design Windows to remain part of historic tour
BRIDGE SAVANNAH S ART ORGANIZATIONS by championing a common effort that brings all parties together and promotes economic development for the city
BROUGHTON STREET ILLUMINATED Inspired by Digital Graffiti 5 projection zones Becomes digital gallery for ongoing art events
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