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Randy Fiveash
Director
Connecticut Office of Tourism
Carly Presho-Dunne
Brand Strategist
Wieden amp Kennedy
Greg Newland
Executive Vice President
Marketing and Public Relations
Travel Portland
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention
Center
Strat School Driving Killer Creative and Bottom-Line Results
Randy Fiveash
Director
Connecticut Office of Tourism
Problem people drive through Connecticut to
get to somewhere else So they have a limited view of what we have to offer
We have what they wanthellipthey just donrsquot know it
INSIGHTS
73
6156 55
5044
22 23 28 29 27 24
0
10
20
30
40
50
60
70
80
90
Beautifulscenery
Beachwateractivities
Historicalsites
Interestingsmall towns
Great culinaryexperiences
Fall foliage
Likely to Seek Out Associate with CT
to convince people that CT makes an ideal New England getaway
by showing hundreds of specific inspiring things to see and do
ldquo
STRATEGY
Only Connecticut offers such a dynamic blend of the
historic and contemporary
natural and cultural
relaxing and active
All so close to each other
All so close to you
BRAND TRUTH
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
DISCONNECTRECONNECT
ArgiaOdetah Camping
SURFTURFRocky Neck BeachChester
SOARPLUNGENE Air MuseumLake Compounce
UNPLUGRECHARGEWinvianThimble Island Kayaking
COOL DOWNREV UPRiver tubingMohegan
TACTICS TV13 different 15 spots featuring 26 attractions running as pod bookends
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS OOH
Station Dominations in Grand Central Station and Stamford Station a major Metro North amp Amtrak hub
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
Randy Fiveash
Director
Connecticut Office of Tourism
Problem people drive through Connecticut to
get to somewhere else So they have a limited view of what we have to offer
We have what they wanthellipthey just donrsquot know it
INSIGHTS
73
6156 55
5044
22 23 28 29 27 24
0
10
20
30
40
50
60
70
80
90
Beautifulscenery
Beachwateractivities
Historicalsites
Interestingsmall towns
Great culinaryexperiences
Fall foliage
Likely to Seek Out Associate with CT
to convince people that CT makes an ideal New England getaway
by showing hundreds of specific inspiring things to see and do
ldquo
STRATEGY
Only Connecticut offers such a dynamic blend of the
historic and contemporary
natural and cultural
relaxing and active
All so close to each other
All so close to you
BRAND TRUTH
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
DISCONNECTRECONNECT
ArgiaOdetah Camping
SURFTURFRocky Neck BeachChester
SOARPLUNGENE Air MuseumLake Compounce
UNPLUGRECHARGEWinvianThimble Island Kayaking
COOL DOWNREV UPRiver tubingMohegan
TACTICS TV13 different 15 spots featuring 26 attractions running as pod bookends
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS OOH
Station Dominations in Grand Central Station and Stamford Station a major Metro North amp Amtrak hub
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
Problem people drive through Connecticut to
get to somewhere else So they have a limited view of what we have to offer
We have what they wanthellipthey just donrsquot know it
INSIGHTS
73
6156 55
5044
22 23 28 29 27 24
0
10
20
30
40
50
60
70
80
90
Beautifulscenery
Beachwateractivities
Historicalsites
Interestingsmall towns
Great culinaryexperiences
Fall foliage
Likely to Seek Out Associate with CT
to convince people that CT makes an ideal New England getaway
by showing hundreds of specific inspiring things to see and do
ldquo
STRATEGY
Only Connecticut offers such a dynamic blend of the
historic and contemporary
natural and cultural
relaxing and active
All so close to each other
All so close to you
BRAND TRUTH
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
DISCONNECTRECONNECT
ArgiaOdetah Camping
SURFTURFRocky Neck BeachChester
SOARPLUNGENE Air MuseumLake Compounce
UNPLUGRECHARGEWinvianThimble Island Kayaking
COOL DOWNREV UPRiver tubingMohegan
TACTICS TV13 different 15 spots featuring 26 attractions running as pod bookends
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS OOH
Station Dominations in Grand Central Station and Stamford Station a major Metro North amp Amtrak hub
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
We have what they wanthellipthey just donrsquot know it
INSIGHTS
73
6156 55
5044
22 23 28 29 27 24
0
10
20
30
40
50
60
70
80
90
Beautifulscenery
Beachwateractivities
Historicalsites
Interestingsmall towns
Great culinaryexperiences
Fall foliage
Likely to Seek Out Associate with CT
to convince people that CT makes an ideal New England getaway
by showing hundreds of specific inspiring things to see and do
ldquo
STRATEGY
Only Connecticut offers such a dynamic blend of the
historic and contemporary
natural and cultural
relaxing and active
All so close to each other
All so close to you
BRAND TRUTH
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
DISCONNECTRECONNECT
ArgiaOdetah Camping
SURFTURFRocky Neck BeachChester
SOARPLUNGENE Air MuseumLake Compounce
UNPLUGRECHARGEWinvianThimble Island Kayaking
COOL DOWNREV UPRiver tubingMohegan
TACTICS TV13 different 15 spots featuring 26 attractions running as pod bookends
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS OOH
Station Dominations in Grand Central Station and Stamford Station a major Metro North amp Amtrak hub
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
to convince people that CT makes an ideal New England getaway
by showing hundreds of specific inspiring things to see and do
ldquo
STRATEGY
Only Connecticut offers such a dynamic blend of the
historic and contemporary
natural and cultural
relaxing and active
All so close to each other
All so close to you
BRAND TRUTH
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
DISCONNECTRECONNECT
ArgiaOdetah Camping
SURFTURFRocky Neck BeachChester
SOARPLUNGENE Air MuseumLake Compounce
UNPLUGRECHARGEWinvianThimble Island Kayaking
COOL DOWNREV UPRiver tubingMohegan
TACTICS TV13 different 15 spots featuring 26 attractions running as pod bookends
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS OOH
Station Dominations in Grand Central Station and Stamford Station a major Metro North amp Amtrak hub
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
Only Connecticut offers such a dynamic blend of the
historic and contemporary
natural and cultural
relaxing and active
All so close to each other
All so close to you
BRAND TRUTH
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
DISCONNECTRECONNECT
ArgiaOdetah Camping
SURFTURFRocky Neck BeachChester
SOARPLUNGENE Air MuseumLake Compounce
UNPLUGRECHARGEWinvianThimble Island Kayaking
COOL DOWNREV UPRiver tubingMohegan
TACTICS TV13 different 15 spots featuring 26 attractions running as pod bookends
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS OOH
Station Dominations in Grand Central Station and Stamford Station a major Metro North amp Amtrak hub
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
DISCONNECTRECONNECT
ArgiaOdetah Camping
SURFTURFRocky Neck BeachChester
SOARPLUNGENE Air MuseumLake Compounce
UNPLUGRECHARGEWinvianThimble Island Kayaking
COOL DOWNREV UPRiver tubingMohegan
TACTICS TV13 different 15 spots featuring 26 attractions running as pod bookends
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS OOH
Station Dominations in Grand Central Station and Stamford Station a major Metro North amp Amtrak hub
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
DISCONNECTRECONNECT
ArgiaOdetah Camping
SURFTURFRocky Neck BeachChester
SOARPLUNGENE Air MuseumLake Compounce
UNPLUGRECHARGEWinvianThimble Island Kayaking
COOL DOWNREV UPRiver tubingMohegan
TACTICS TV13 different 15 spots featuring 26 attractions running as pod bookends
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS OOH
Station Dominations in Grand Central Station and Stamford Station a major Metro North amp Amtrak hub
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
CREATIVEOver 150 different creative concepts in a wide variety of medium each emphasize a dichotomy of specific identified attractions
DISCONNECTRECONNECT
ArgiaOdetah Camping
SURFTURFRocky Neck BeachChester
SOARPLUNGENE Air MuseumLake Compounce
UNPLUGRECHARGEWinvianThimble Island Kayaking
COOL DOWNREV UPRiver tubingMohegan
TACTICS TV13 different 15 spots featuring 26 attractions running as pod bookends
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS OOH
Station Dominations in Grand Central Station and Stamford Station a major Metro North amp Amtrak hub
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
DISCONNECTRECONNECT
ArgiaOdetah Camping
SURFTURFRocky Neck BeachChester
SOARPLUNGENE Air MuseumLake Compounce
UNPLUGRECHARGEWinvianThimble Island Kayaking
COOL DOWNREV UPRiver tubingMohegan
TACTICS TV13 different 15 spots featuring 26 attractions running as pod bookends
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS OOH
Station Dominations in Grand Central Station and Stamford Station a major Metro North amp Amtrak hub
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS OOH
Station Dominations in Grand Central Station and Stamford Station a major Metro North amp Amtrak hub
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
TACTICS DIGITAL
Over 100 online concepts including all kinds of rich media executions
TACTICS OOH
Station Dominations in Grand Central Station and Stamford Station a major Metro North amp Amtrak hub
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
TACTICS OOH
Station Dominations in Grand Central Station and Stamford Station a major Metro North amp Amtrak hub
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
TACTICS OOH
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
TACTICS OOH Placements
Side by side 50rsquo banners in the Time Warner Center visible from Columbus Circle
Taxi toppers
throughout
Manhattan
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
Which 129different partners to feature in the tourism campaign
HARD DECISIONS
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
Best of all these initiativesare driving revolutionary
results
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
More people have a better perception
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
ldquohas lots of things to see and dordquo
ldquogreat place to rest and relaxrdquo
ldquogreat place to spend time with childrenrdquo
ldquooffers a romantic escaperdquo
ldquooffers a sense of history as partof the landscaperdquo
+100
+56
+54
+42
+41
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
More people are engaging with us
49
CTvisitcomvisitors
20
Welcome Center visits
May-Aug 2014 over same period 2013
Source CT Office of Tourism
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
63 took action after seeing ad
The campaign is increasing interest in visiting CT
More people are planning to visit
MMGY PrePost Advertising Awareness August 2014
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
$32M
Tourism marketing investment to date
$393MIncremental tourism revenues to date
123x our tourism investment to date
$174M in last 5 months alone
Source MMGYHarrison 6-Wave PrePost Survey April 2012-September 2014
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
Jon Rahl
Assistant General Manager
City of Seaside Civic and Convention Center
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
Jon Rahl | jrahlcityofseasideus | 5037383097
Partnering Locally to Deliver Seasidersquos Brand Promise to Visitors
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
THE PROBLEM
TOhellip Create recreational awareness beyond Seasidersquos famous beach
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
TO Create recreational awareness beyond Seasidersquos famous beach
BY Building non-traditional relationships and deepening our knowledge base of area product
HOW TO SOLVE OUR PROBLEM
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
TRADITIONAL + NON-TRADITIONAL PARTNERS
bull Necanicum Watershed Council
bull City of Seaside Public Works Department
bull City of Seaside Police Department
bull Seaside Fire amp Rescue
bull Sunset Empire Park amp Recreation District
bull Our neighbors our competitors (ie Astoria to our north Cannon Beach to our south)
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
INSPIRATIONbull A story about our water system flood mitigationbull Classes for locals = possibilities for visitorsbull Thinking about our aging population with thirst for adventure
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
INSIGHTS
bull Seaside 2034 ndash ldquoBuilding a bridge to our futurerdquo
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
SEASIDErsquoS BRAND TRUTH
Seaside IS ldquoMore than just a day at the beachrdquo
We know it but how can we help our visitors discover it
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
CREATIVE INSPIRATION
Diving into the story of water in Seaside The impacts and uses
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
EXPRESSING THE IDEA
A short how-to video showing off Seasidersquos new kayak launch
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
EXPRESSING THE IDEA
bull Immediately posted to all partner social channels (Four Facebook Accounts)
ndash Generated 11K views
bull Outreach to traditional state partner
ndash Specifically to seek larger media story
bull Included in local business meetings amp news
ndash Local knowledge = more ambassador power
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
CHALLENGES
bull Is this the best use of my time Sticking to our guns by visiting a watershed and an area that has been mitigated for flooding Does this really equal daily production
bull ADA Accessible but are we promoting it through the eyes of those with mobility limitations
bull Measurement (how do you measure free)
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
THE RESULTS (SO FAR)
bull One story Weekenders who are making a transition to Seaside as full-time residents bought kayaks BECAUSE of this new launch
bull Strict observation is something wersquove used to measure success
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
THE RESULTS (SO FAR)
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
THE RESULTS (SO FAR)
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
LESSONS + THE BIGGER PICTURE
Just one of many steps towards development of Seasidersquos Natural History Park
