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Pittsburgh Downtown Partnership

Pittsburgh Downtown Partnership. 2013 IDA Downtown Achievement Award Submission. Peoples Gas Holiday Market.

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Pittsburgh Downtown Partnership

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  1. Pittsburgh Downtown Partnership 2013 IDA Downtown Achievement Award Submission

  2. Peoples Gas Holiday Market • The Peoples Gas Holiday Market was presented by the Pittsburgh Downtown Partnership daily from Saturday, November 24 through Sunday, December 23, 2012 in Market Square, Downtown Pittsburgh. • The purpose of the Market was to provide a new, on-going holiday destination in the heart of Downtown Pittsburgh, as well as to expand economic opportunities for existing Downtown restaurants and retail venues. • The Market featured 16 high-quality international and regional vendors selling handmade items, unique collectables, edible gifts and imported European items. • A performance stage featured European music, holiday carolers, regional school choirs, performing arts groups and local singer-songwriter acts. • A 500 square foot Santa’s House was erected and Santa was available daily for photos that were provided in return for a donation to the Greater Pittsburgh Community Food Bank. • The PDP staffed an Information Booth providing directions, information on Downtown destinations and additional Downtown programming.

  3. Vendors • 16 total vendors represented a wide variety of handmade items, Eastern European crafts, food, Pittsburgh-specific merchandise and much more • Vendors were international, national and regional • All vendors have reapplied to participate in 2013 and indicated that the experience was extremely successful

  4. Entertainment • During the week, performances were scheduled during lunchtime • Evening and weekend performances were scheduled for Thursday – Sunday • Performers included: • Regional school show choirs and Glee clubs • Ethnic performing arts groups including German Oompah Bands and Eastern European musicians and performers • Local Dance Troupes • Singer/Songwriters

  5. Santa’s House & The Greater Pittsburgh Community Food Bank • 500 square foot Downtown Pittsburgh home was constructed for Santa • Santa’s House was a partnership with the Greater Pittsburgh Community Food Bank • In order to visit with Santa and receive a free photo, visitors made either a donation of cash or canned goods • Santa was available to visit 7 days a week during specific hours • The Food Bank provided volunteers to collect donations and provide the photo voucher • The PDP contracted with a company who produced the photos on-the-spot • The PDP also provided Santa Clause and Elves • Over 6,500 photos were distributed throughout the market season • More than $25,000 cash and truckloads of non-perishable food was raised to support the work of the Food Bank

  6. Media Coverage • Media Coverage began early with a press conference to announce the event in June 2012, with an additional press event on November 1, 2012 to promote Light Up Night and the Holiday Market • Greater than 350 stories were generated relating to Light Up Night and the Holiday Market in 2012 • Weekly live spots promoting the Peoples Gas Holiday Market appeared on Pittsburgh Today Live throughout November and December, a daily news magazine on KDKA – TV, the Pittsburgh CBS affiliate • 2 magazine-sized inserts were placed in the Pittsburgh Tribune Review Sunday paper, reaching more than 400,000 subscribers • Considerable investments were made in traditional print advertising • A small sampling of earned coverage included: Market Square To Be Transformed Into European Holiday Marketplace - KDKA TV – November 1, 2012 Consider a short trip to Pittsburgh or Frankenmuth for holiday shopping fun – Cleveland Plain Dealer, November 17, 2012 Jolly Markets in Germany + 10 For the Road – Philadelphia Inquirer, November 25, 2012 Market Square puts on its Yuletide flair – Pittsburgh Tribune Review, November 30, 2012 A merrier Christmas: Market Square is now a seasonal slice of Germany – Pittsburgh Post-Gazette, December 1, 2012 Pittsburgh Holiday Market is shopping and more – The Herald, Sharon, PA, December 12, 2012

  7. Peoples Gas Holiday Market Represents a Major Extension of Previously Existing PDP Holiday Activities • PDP traditionally presents Light Up Night: • Occurs the Friday & Saturday prior to Thanksgiving and is often viewed as the kick-off to the Holiday Season in Western Pennsylvania • Upwards of 800,000 people attend events during these two days • PDP traditionally presents The Season of Lights – a choreographed light display, set to music in Market Square (the town center of Downtown Pittsburgh) • PDP also has traditionally coordinated Holiday Saturday activities which occurred throughout December and include: horse-drawn carriage rides, children’s entertainment and a holly trolley delivering guest to various shopping locations in Downtown Pittsburgh The Peoples Gas Holiday Market provided a reason to come to Downtown Pittsburgh during the Holiday Season for 30 continuous days.

  8. Results • Attendance • Average weekday 5,000 – 7,000 • Average weekend 10,000 – 15,000 • Total estimated attendance 350,000 • Economic Impact • 80% of people visiting the Holiday Market made purchases and spent an average of $100 at the market over the 4 weeks, these visitors contributed more than $500 each to the Downtown economy by spending on average over $325 at Downtown stores and over $215 at Downtown eateries • 51% of attendees were Downtown with the purpose of their visit to shop, versus 17% to work • The merchants in Market Square unanimously stated that the Holiday Market had a noticeable positive impact on their sales during the Holiday season and over 27% of the Merchants surveyed stated that they saw a 51-100% increase in sales from the previous Holiday season

  9. Support • The Peoples Gas Holiday Market received a variety of support including: • Title sponsorship provided by Peoples Natural Gas • Foundation support by Laurel Foundation & Colcom Foundation • In kind support from Desmone & Associates Architects, various local trade organizations and businesses • Media sponsorship provided by The Pittsburgh Tribune-Review, KDKA – TV and Steel City Media • Additional revenue was derived from the rental of the chalets

  10. 2013 Peoples Gas Holiday Market Plans • Increase Support to the Greater Pittsburgh Community Food Bank • Sale of bottled, branded water • Digital photos from Santa’s House (allowing for social sharing and greater reach) • Double the number of chalets and vendors • Addition of an anchor vendor chalet (much larger in scale) • Construction of a customized stage with greater entertainment offerings • Holiday Market will open a week earlier, the day after Light Up Night • Kick-off to include a Volunteer and Vintage Fire Truck Parade which will deliver Santa to his Downtown Pittsburgh home, thus opening the 2013 Peoples Gas Holiday Market • Holiday Market will anchor a first-ever Downtown Black Friday Holiday Campaign • Will include increased marketing budget, encouraging shopping in the central business district • Will also include free parking in Pittsburgh Parking Authority Garages • Going Green – Santa’s house and the lighted sphere tree in Market Square will be powered by solar panels attached to Santa’s House.

  11. Peoples Gas Holiday Market

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