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Summer Street Deck JAN2017 SSWWPSS

D
Dave McLachlan

The document provides information about Summer Streets, a free annual event in New York City that closes streets to vehicles and promotes walking, cycling, and other non-motorized activities. It discusses the event's goals of promoting healthy lifestyles and sustainable transportation. The summary also outlines the event details, including the dates, locations along closed streets, and free activities offered at various rest stops along the route.

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SUMMER STREETS AUGUST 5, 12, 19 10th Anniversary
THE ONLY EVENT OF ITS KIND IN THE UNITED STATES 300,000+ people Park Avenue & Lafayette St (Closed for miles), Brooklyn Bridge to Central Park All Activities are FREE Designed for all people, of all ages and abilities The event takes place the first three Saturdays in August 2017 is the 10th Anniversary of Summer Streets INITIATIVE GOALS Promote healthy lifestyle Family & Pet Friendly safe environment Promote sustainable forms of transportation SUMMER STREETS AUGUST 5, 12, 19 Click The City Image
FREE ACTIVITIES The Department of Transportation (DOT) and brand partners have crafted experiences for all Seminars & Instructional Programming Giveaways & Sampling Cultural Programming Kids Programming Sponsorship/Brand Activations Arts & Crafts Musical Entertainment
THE ROUTE (Five Rest Stops/Engagement Areas) The route is composed of 5 rest stops. These stops are where a myriad of activities take place from 7am 1pm Each stop offers unique experiences: Music, Taste of Summer Food Zone, Dog Park, Obstacle Courses, Fitness Classes
5 SUMMER STREETS 2016 Nike Unlimited NYC Uptown (51st - 53rd Streets & Park Ave.) Citi MAKE IT HERE Nike Unlimited NYC Zip Line DOT Safety Zone DOT Arts & Culture Hub Hallmark Channel Sounds of the Shore Free Bike Rental Free Bike Valet TV & Movie Sites Walking Tours Dance, Theater & Musical Performances
6 SUMMER STREETS 2016 Clif Kids Bike Park Midtown (24th - 26th Streets & Park Ave) Taste of Summer Sampling Zone Clif Kids Bike Park Learn to Ride Classes DOT Helmet Fitting DOT Hand Cycling Demos Free Bike & Skate Rental Free Bike Repair Free Bike Valet Citibike Activation Dance, Theater & Musical Performances
7 SUMMER STREETS 2016 Paws And Play Dog Park Astor Place (Astor Pl. & Lafayette. St.) Citi Make It Here Paws & Play Dog Park Los Trompos Spinning Tops (by designers Hector Esrawe & Ignacio Cadena)
8 SUMMER STREETS 2016 Crunch Gym Fitness Classes Soho (Spring St. & Lafayette St.) Fitness Classes by Crunch Gym Free Bike Rental Movement Creative Parkour Course Free Bike Repair DOT Street Ambassadors
9 SUMMER STREETS 2016 Vita Coco Beach Foley Square (Duane St. & Centre St.) Vita Coco Beach Brooklyn Boulders Foundation/Movement Creative Obstacle Course Heidi Latsky Dance Installation Wheelchair Sports Federations Adaptive Basketball MSG & New York Liberty Art & Architectural Walking Tours Free Bike Valet
PARTNERING WITH NEW YORK CITY EXTRAORDINARY BRAND OPPORTUNITIES Click the Logo Above SUMMER STREETS AUGUST 5, 12, 19
20,100,000 People in Metro Area 8,460,00 People in NYC 1,500,00 Daily Commuters 56,500,00 Visitors a Year MediaCapital FinanceCapital FashionCenter CulturalTrendsetter NewYorkCityranks13thofover 2,400brandsforrichnessof brandimagery,rightbehindDisney, CokeandHallmark TechnologyHub Start-UpDriver Artistic&CreativeHotbed EntertainmentCapital DataProvidedByYoung&RubicanBrandAssetValuator THE BRAND
UNTAPPED EXPOSURE & ENGAGEMENT New York City Wide Integration Vertical Ownership Exclusivities Creating Memorable Consumer Experiences Inclusion in DOT Owned Media (Ancillary Broadcast, Print, Digital Media, Social Media Partnerships)
90 Park Ave Street Banners 1,000 Shared Subway Car Posters 50 Staten Island Ferry Posters 2 Weeks Taxi TV looped PSAs DataProvidedByYoung&RubicanBrandAssetValuator SUMMER STREETS MEDIA PARTNERSHIP NYC DOT Owned Media Digital Logo/Link www.nyc.gov Social Mentions Leading up to Event 19 Bike Shelters PR Mentions in press releases & conferences DOT Social Media
NBC INTEGRATED CAMPAIGN On-Air: - WNBC New York Live, Telemundo Accesso Total & NBC 4 custom program integrations and PSAs Digital: - CNewYork.com: homepage takeover, custom content, exclusive landing page, ROS banners, app & mobile support - Telemundo47.com: custom content, ROS banners Social: - NBC Facebook & Twitter amplification - NYC DOT Social Media Integration Radio: - Stations: Z100, Power 105.1, 106.7 LiteFM, Q104.3, KTU 103.5 - 140 x :30 spots distributed across all stations - 35 spots per week (4 weeks) - 150x :30 ROS spots (3 weeks) Print: - Time Out NY Mag: 5x full pages in Things To Do section (5 weeks), digital newsletter takeover per week (3 weeks) - 3x full pages & 6x half pages, one site takeover, 4x Facebook & Twitter promotions, street team 2 days with 125 promoters DOT MEDIA PARTNERS
IMPRESSION BREAKDOWN 2016 TOTAL IMPRESSIONS: 177,628,639** - NBC INTEGRATED CAMPAIGN IMP: 7,222,675 MEDIA VALUE: $401,000 - NBC SUPPORTING TV BROADCAST IMP: 2,300,000 MEDIA VALUE: $40,000 - RADIO IMP: 1,100,000 MEDIA VALE: $40,000 - PRINT: MAGAZINE IMP: 1,700,000 MEDIA VALUE: $56,375 - PRINT: DAILY NEWSPAPER IMP: 6,705.420 MEDIA VALUE: $110,820 - DOT OWNED MEDIA (OUTDOOR) IMP: 20,224,000 MEDIA VALUE: $196,621 - DOT OWNED MEDIA (BANNERS) IMP: 63,000,000 MEDIA VALE: $320,130 ** Data compiled by: - Catch NY - Intersection - NBC - NYC DOT - DOT SOCIAL MEDIA (ALL) IMP: 2,500,000 MEDIA VALUE: N/A - SUMMER STREETS ATTENDENCE IMP: 3,000,000 MEDIA VALUE: N/A - OUTFRONT MEDIA (SUBWAY) IMP: 69,576,544 MEDIA VALUE: $57,500
EVENT DEMOGRAPHICS Connecticut Bronx Staten Island NY State Connecticut New Jersey 45 - 64 Under 18 65+ CROWD ORIGIN AGESMALE/FEMALE
TARGETED BRAND PARTNER CATAGORIES HEALTH FITNESS MUSIC ARTS TRAVEL HOSPITALITY FINANCIAL PET FOOD & BEVERAGE SUNSCREEN CULTURE EDUCATIONAL INSURANCE TELECOMMUNICATIONS FAMILY CPGS RETAIL HOME & GARDEN NYC DOT is targeting brand activations that enrich the consumer experience. Activation dollars go toward NYC DOT Community Programming. Brands that may have an adverse impact on health or the environment do not fit the Summer Streets core mission. ALL ACTIVATIONS MUST BE APPROVED BY THE DOT
ACTIVATIONS MADE EASY Summer Streets will work with your team and/or agency to make your activations flawless. We can assist in the following: Warehousing Staffing (Brand Ambassadors) Production Set up/Breakdown labor OFFICIAL PRODUCTION PARTNER: iDEKO Productions is an award winning experiential marketing firm. As the official Summer Streets production partner iDEKO offers experiential fabrication/production and marketing expertise to Summer Street brand partners if needed. NYC Permitting Dedicated Activation Manager Pass-Through Partner Rights Custom Designs & Integration
PAST & PRESENT SUMMER STREETS BRAND PARTNERS
THANK YOU Dave McLachlan Director of Brand Partnerships 973-769-6764 Email: dave@idekoproductions.com This presentation illustrates potential concepts only. No offer is being made to any party. Any potential agreement would be made between the partner and the Department of Transportation only. While other City agencies may become a part of any partnership, the Department of Transportation represents that it does not have any authority over other city agencies. SUMMER STREETS AUGUST 5, 12, 19
APPENDIX ADDITIONAL BRAND INTEGRATIONS
APPENDIX WEEKEND WALKS
WEEKEND WALKS NYC DOT Weekend Walks are committed to developing a fun neighborhood escape for residents. Walks are NYC DOT supported, but run by community leaders, and customized for their local neighborhood. The goal is to build community activities and support local business. Every Weekend Walk has a unique theme Temporary street closures Multi-day (2+ days preferred) Multi-block (min 2 block, max 10 blocks) No vending
5 NEW YORK CITY BOROUGHS Events Run from May - October 2016 WEEKEND WALK TOTALS 56 Locations 96 Days EST. NUMBER OF WEEKEND WALKS 2017 ** 40-50 Locations 65-80 Days WEEKEND WALK CONCENTRATION - Brooklyn (most) - Queens - Manhattan - Bronx - Staten Island (fewest)
COMMUNITY PROGRAMMING/ACTIVITIES Neighborhood leaders customize their own activities and schedules. NYC DOT Sponsorship Partners can be included into the wide array of community activities. - Health & Fitness - Music - Food - Arts & Crafts - Dancing - Sampling - Police community relations - Kids & Family specific programming NYC DOT provides limited funding, permit help, insurance and additional assets to all weekend walks
SPONSORSHIP INTEGRATION LIVE ATTENDEES PER DAY 1,200 2000+ NYC DOT OWNED MEDIA - Street Banners (30 days) - PR Mentions - Social Media - Website 2017 IMPRESSIONS POTENTIAL** - 160 Million + ** Impression potential numbers assume integration with all NYC DOT Owned Media Partnership opportunities can be integrated into Summer Streets or can be specific to Weekend Walks
PLAZA PROGRAM
All brand integrations are subject to approval by NYC DOT & community organizations. The extent of brand integration in a particular location varies on a case by case basis. Sponsorship dollars go to plaza upkeep & community programming. Plaza sponsors may expect the following levels of engagement throughout an annual term: Experiential activations Lead generation activations Branded banners surrounding plaza Sponsorship Thank You acknowledgment via plaque or signage Branded signage Sampling Furniture painted in brand colors Umbrellas designed with brand colors with logo BRANDED ENGAGEMENT NYC PLAZA ACTIVITIES Plaza activities are community generated. Example activities include: Music & Arts Fitness & Health Education Fun & Games Political expression Dance PLAZA REGULATIONS ** Unique branding requests (color schemes & more) may require additional investment dollars.
STREET SEATS
All brand integrations are subject to approval by NYC DOT & community boards. The extent of brand integration in a particular location varies on a case by case basis. Sponsorship dollars go to Street Seats fabrication & community programming. Street Seats offers unique settings for the public to sit, read a book, listen to music, or just relax. The initiative offers brands a way to gain exposure and positively impact a community. Sponsors may expect the following levels of engagement: Sponsorship Thank You acknowledgment via plaque or signage Branded signage Furniture painted in brand colors Umbrellas designed with brand colors with logo BRANDED ENGAGEMENT STREET SEATS DETAILS Street Seats is a relatively new program which has been extremely welcomed by the community. Program is seasonal Limited availability City-wide programs can be crafted for brands Business owners request and maintain Street Seats Proven program in other US cities No vending permitted STREET SEATS REGULATIONS ** Unique branding & custom requests (color schemes, furniture & more) may require additional investment dollars.

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Summer Street Deck JAN2017 SSWWPSS

  • 1. SUMMER STREETS AUGUST 5, 12, 19 10th Anniversary
  • 2. THE ONLY EVENT OF ITS KIND IN THE UNITED STATES 300,000+ people Park Avenue & Lafayette St (Closed for miles), Brooklyn Bridge to Central Park All Activities are FREE Designed for all people, of all ages and abilities The event takes place the first three Saturdays in August 2017 is the 10th Anniversary of Summer Streets INITIATIVE GOALS Promote healthy lifestyle Family & Pet Friendly safe environment Promote sustainable forms of transportation SUMMER STREETS AUGUST 5, 12, 19 Click The City Image
  • 3. FREE ACTIVITIES The Department of Transportation (DOT) and brand partners have crafted experiences for all Seminars & Instructional Programming Giveaways & Sampling Cultural Programming Kids Programming Sponsorship/Brand Activations Arts & Crafts Musical Entertainment
  • 4. THE ROUTE (Five Rest Stops/Engagement Areas) The route is composed of 5 rest stops. These stops are where a myriad of activities take place from 7am 1pm Each stop offers unique experiences: Music, Taste of Summer Food Zone, Dog Park, Obstacle Courses, Fitness Classes
  • 5. 5 SUMMER STREETS 2016 Nike Unlimited NYC Uptown (51st - 53rd Streets & Park Ave.) Citi MAKE IT HERE Nike Unlimited NYC Zip Line DOT Safety Zone DOT Arts & Culture Hub Hallmark Channel Sounds of the Shore Free Bike Rental Free Bike Valet TV & Movie Sites Walking Tours Dance, Theater & Musical Performances
  • 6. 6 SUMMER STREETS 2016 Clif Kids Bike Park Midtown (24th - 26th Streets & Park Ave) Taste of Summer Sampling Zone Clif Kids Bike Park Learn to Ride Classes DOT Helmet Fitting DOT Hand Cycling Demos Free Bike & Skate Rental Free Bike Repair Free Bike Valet Citibike Activation Dance, Theater & Musical Performances
  • 7. 7 SUMMER STREETS 2016 Paws And Play Dog Park Astor Place (Astor Pl. & Lafayette. St.) Citi Make It Here Paws & Play Dog Park Los Trompos Spinning Tops (by designers Hector Esrawe & Ignacio Cadena)
  • 8. 8 SUMMER STREETS 2016 Crunch Gym Fitness Classes Soho (Spring St. & Lafayette St.) Fitness Classes by Crunch Gym Free Bike Rental Movement Creative Parkour Course Free Bike Repair DOT Street Ambassadors
  • 9. 9 SUMMER STREETS 2016 Vita Coco Beach Foley Square (Duane St. & Centre St.) Vita Coco Beach Brooklyn Boulders Foundation/Movement Creative Obstacle Course Heidi Latsky Dance Installation Wheelchair Sports Federations Adaptive Basketball MSG & New York Liberty Art & Architectural Walking Tours Free Bike Valet
  • 10. PARTNERING WITH NEW YORK CITY EXTRAORDINARY BRAND OPPORTUNITIES Click the Logo Above SUMMER STREETS AUGUST 5, 12, 19
  • 11. 20,100,000 People in Metro Area 8,460,00 People in NYC 1,500,00 Daily Commuters 56,500,00 Visitors a Year MediaCapital FinanceCapital FashionCenter CulturalTrendsetter NewYorkCityranks13thofover 2,400brandsforrichnessof brandimagery,rightbehindDisney, CokeandHallmark TechnologyHub Start-UpDriver Artistic&CreativeHotbed EntertainmentCapital DataProvidedByYoung&RubicanBrandAssetValuator THE BRAND
  • 12. UNTAPPED EXPOSURE & ENGAGEMENT New York City Wide Integration Vertical Ownership Exclusivities Creating Memorable Consumer Experiences Inclusion in DOT Owned Media (Ancillary Broadcast, Print, Digital Media, Social Media Partnerships)
  • 13. 90 Park Ave Street Banners 1,000 Shared Subway Car Posters 50 Staten Island Ferry Posters 2 Weeks Taxi TV looped PSAs DataProvidedByYoung&RubicanBrandAssetValuator SUMMER STREETS MEDIA PARTNERSHIP NYC DOT Owned Media Digital Logo/Link www.nyc.gov Social Mentions Leading up to Event 19 Bike Shelters PR Mentions in press releases & conferences DOT Social Media
  • 14. NBC INTEGRATED CAMPAIGN On-Air: - WNBC New York Live, Telemundo Accesso Total & NBC 4 custom program integrations and PSAs Digital: - CNewYork.com: homepage takeover, custom content, exclusive landing page, ROS banners, app & mobile support - Telemundo47.com: custom content, ROS banners Social: - NBC Facebook & Twitter amplification - NYC DOT Social Media Integration Radio: - Stations: Z100, Power 105.1, 106.7 LiteFM, Q104.3, KTU 103.5 - 140 x :30 spots distributed across all stations - 35 spots per week (4 weeks) - 150x :30 ROS spots (3 weeks) Print: - Time Out NY Mag: 5x full pages in Things To Do section (5 weeks), digital newsletter takeover per week (3 weeks) - 3x full pages & 6x half pages, one site takeover, 4x Facebook & Twitter promotions, street team 2 days with 125 promoters DOT MEDIA PARTNERS
  • 15. IMPRESSION BREAKDOWN 2016 TOTAL IMPRESSIONS: 177,628,639** - NBC INTEGRATED CAMPAIGN IMP: 7,222,675 MEDIA VALUE: $401,000 - NBC SUPPORTING TV BROADCAST IMP: 2,300,000 MEDIA VALUE: $40,000 - RADIO IMP: 1,100,000 MEDIA VALE: $40,000 - PRINT: MAGAZINE IMP: 1,700,000 MEDIA VALUE: $56,375 - PRINT: DAILY NEWSPAPER IMP: 6,705.420 MEDIA VALUE: $110,820 - DOT OWNED MEDIA (OUTDOOR) IMP: 20,224,000 MEDIA VALUE: $196,621 - DOT OWNED MEDIA (BANNERS) IMP: 63,000,000 MEDIA VALE: $320,130 ** Data compiled by: - Catch NY - Intersection - NBC - NYC DOT - DOT SOCIAL MEDIA (ALL) IMP: 2,500,000 MEDIA VALUE: N/A - SUMMER STREETS ATTENDENCE IMP: 3,000,000 MEDIA VALUE: N/A - OUTFRONT MEDIA (SUBWAY) IMP: 69,576,544 MEDIA VALUE: $57,500
  • 16. EVENT DEMOGRAPHICS Connecticut Bronx Staten Island NY State Connecticut New Jersey 45 - 64 Under 18 65+ CROWD ORIGIN AGESMALE/FEMALE
  • 17. TARGETED BRAND PARTNER CATAGORIES HEALTH FITNESS MUSIC ARTS TRAVEL HOSPITALITY FINANCIAL PET FOOD & BEVERAGE SUNSCREEN CULTURE EDUCATIONAL INSURANCE TELECOMMUNICATIONS FAMILY CPGS RETAIL HOME & GARDEN NYC DOT is targeting brand activations that enrich the consumer experience. Activation dollars go toward NYC DOT Community Programming. Brands that may have an adverse impact on health or the environment do not fit the Summer Streets core mission. ALL ACTIVATIONS MUST BE APPROVED BY THE DOT
  • 18. ACTIVATIONS MADE EASY Summer Streets will work with your team and/or agency to make your activations flawless. We can assist in the following: Warehousing Staffing (Brand Ambassadors) Production Set up/Breakdown labor OFFICIAL PRODUCTION PARTNER: iDEKO Productions is an award winning experiential marketing firm. As the official Summer Streets production partner iDEKO offers experiential fabrication/production and marketing expertise to Summer Street brand partners if needed. NYC Permitting Dedicated Activation Manager Pass-Through Partner Rights Custom Designs & Integration
  • 19. PAST & PRESENT SUMMER STREETS BRAND PARTNERS
  • 20. THANK YOU Dave McLachlan Director of Brand Partnerships 973-769-6764 Email: dave@idekoproductions.com This presentation illustrates potential concepts only. No offer is being made to any party. Any potential agreement would be made between the partner and the Department of Transportation only. While other City agencies may become a part of any partnership, the Department of Transportation represents that it does not have any authority over other city agencies. SUMMER STREETS AUGUST 5, 12, 19
  • 23. WEEKEND WALKS NYC DOT Weekend Walks are committed to developing a fun neighborhood escape for residents. Walks are NYC DOT supported, but run by community leaders, and customized for their local neighborhood. The goal is to build community activities and support local business. Every Weekend Walk has a unique theme Temporary street closures Multi-day (2+ days preferred) Multi-block (min 2 block, max 10 blocks) No vending
  • 24. 5 NEW YORK CITY BOROUGHS Events Run from May - October 2016 WEEKEND WALK TOTALS 56 Locations 96 Days EST. NUMBER OF WEEKEND WALKS 2017 ** 40-50 Locations 65-80 Days WEEKEND WALK CONCENTRATION - Brooklyn (most) - Queens - Manhattan - Bronx - Staten Island (fewest)
  • 25. COMMUNITY PROGRAMMING/ACTIVITIES Neighborhood leaders customize their own activities and schedules. NYC DOT Sponsorship Partners can be included into the wide array of community activities. - Health & Fitness - Music - Food - Arts & Crafts - Dancing - Sampling - Police community relations - Kids & Family specific programming NYC DOT provides limited funding, permit help, insurance and additional assets to all weekend walks
  • 26. SPONSORSHIP INTEGRATION LIVE ATTENDEES PER DAY 1,200 2000+ NYC DOT OWNED MEDIA - Street Banners (30 days) - PR Mentions - Social Media - Website 2017 IMPRESSIONS POTENTIAL** - 160 Million + ** Impression potential numbers assume integration with all NYC DOT Owned Media Partnership opportunities can be integrated into Summer Streets or can be specific to Weekend Walks
  • 28. All brand integrations are subject to approval by NYC DOT & community organizations. The extent of brand integration in a particular location varies on a case by case basis. Sponsorship dollars go to plaza upkeep & community programming. Plaza sponsors may expect the following levels of engagement throughout an annual term: Experiential activations Lead generation activations Branded banners surrounding plaza Sponsorship Thank You acknowledgment via plaque or signage Branded signage Sampling Furniture painted in brand colors Umbrellas designed with brand colors with logo BRANDED ENGAGEMENT NYC PLAZA ACTIVITIES Plaza activities are community generated. Example activities include: Music & Arts Fitness & Health Education Fun & Games Political expression Dance PLAZA REGULATIONS ** Unique branding requests (color schemes & more) may require additional investment dollars.
  • 30. All brand integrations are subject to approval by NYC DOT & community boards. The extent of brand integration in a particular location varies on a case by case basis. Sponsorship dollars go to Street Seats fabrication & community programming. Street Seats offers unique settings for the public to sit, read a book, listen to music, or just relax. The initiative offers brands a way to gain exposure and positively impact a community. Sponsors may expect the following levels of engagement: Sponsorship Thank You acknowledgment via plaque or signage Branded signage Furniture painted in brand colors Umbrellas designed with brand colors with logo BRANDED ENGAGEMENT STREET SEATS DETAILS Street Seats is a relatively new program which has been extremely welcomed by the community. Program is seasonal Limited availability City-wide programs can be crafted for brands Business owners request and maintain Street Seats Proven program in other US cities No vending permitted STREET SEATS REGULATIONS ** Unique branding & custom requests (color schemes, furniture & more) may require additional investment dollars.