ART OVATION MEDIA PLAN
INTRODUCTION.
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With a focus on strategy, our thesis aimed to develop an experiential marketing plan for the Art Ovation Hotel. Recognising the hotel’s mission, we intended to position the Art Ovation as an exemplar within the boutique hotel industry. The proposed methods and strategies have been designed to engage both visiting and local guests. Informed by primary and secondary research, this plan includes an in depth analysis of the market and its audience. Powered by this insightful research report, we built an actionable media plan to drive inhouse events, brand activations and social media buzz.
As Sarasota becomes one of the fastest growing metro markets in the nation, the city is continuing to launch new developments to accommodate its increasing millennial population and rising number of tourists. The growth of SRQ Downtown is driving economic change, and we are now seeing a progressing demand for contemporary spaces. Though Sarasota has experienced significant development in its RD&E and Hospitality sector, the metro-market is still struggling to fully satisfy its diverse population of travellers, young professionals and retirees. Hence, with the changing tides, there has been a push from the community to create spaces, events and experiences that adhere to the needs of a more diverse audience. Cultural Festivals, Contemporary Galleries and Beer Gardens are taking over the local social scene, and thus, when we were introduced to the Art Ovation hotel, we saw a major opportunity for the city of Sarasota. With its contemporary architecture, open creative spaces and focus on immersion, we feel that the Art Ovation has the potential to become a staple of the downtown lifestyle and a must-see destination for creatives from all over the country. However, the more research we did on the hotel, the more we felt it lacked brand presence. The hotel is set to open in only a few weeks, and yet it remains an enigmatic construction to the majority of the local community. Therefore, we feel that with the right campaign the Art Ovation Hotel will be the next leading arts and culture destination.
BRAND OVERVIEW. With a focus on strategy, our thesis aimed to develop an experiential marketing plan for the Art Ovation Hotel. Recognising the hotel’s mission, we intended to position the Art Ovation as an exemplar within the boutique hotel industry. The proposed methods and strategies have been designed to engage both visiting and local guests. Informed by primary and secondary research, this plan includes an in depth analysis of the market and its audience.
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INDUSTRY ANALYSIS. As people in Sarasota seek new immersive experiences, we feel The Art Ovation Hotel has the potential to attract a significantly large audience.1 So, we made it our mission to develop a marketing campaign that drives relevancy of the Ovation brand. But, before we identified how to engage this audience, we needed to understand The Art Ovation’s position in the market.
PORTERS FIVE FORCES Through conducting the Porter’s analysis, we realised that there is a significant degree of rivalry within the marketplace. Conglomerates such as Hilton, Intercontinental and Wyndham group are the gatekeepers of the industry and often cut through the competition with big-budget advertising campaigns, accessibility to a larger audience and acquisition of growing brands. Thus, we felt it necessary to identify the trends helping unique hotels gain a share of the market. Therefore, we felt it necessary to expand our list of competitors, including both local and national, to gain a better understanding of brands favoured by our target demographic.
THE COMPETITION. **Hotels to watch
The Success Factor
The Westin
The Westin aims to deliver impeccable customer service. A familyfriendly hotel with a focus in luxury hospitality, the hotel provides their guests with any request they desire.
Aloft
Aloft’s downtown location, vibrant pool lounge and airy backyard offers Sarasota’s trendsetters and tastemakers a chic space to unwind.
Ritz-Carlton
The Ritz focuses on providing a full wellness package. With its luxurious spa, lavish rooms, and intimate hotel events, they offer a tranquil escape for their guests.
The Gale
Paying homage to its past with iconic Art Deco motifs accented with modern comforts, The Gale Hotel provides its guests with a unique blend of nostalgia and refined design.
SLS Brickell
Designed by Philippe Starck, SLS Brickell is a symbol of immersive design. Located in downtown Miami, the rainbow coloured building is brimming with an eclectic and contemporary style.
The Curtis
This “Hyper Themed” Hotel is carefully crafted with custom art and sleek furniture on each floor, offering guests a whole new way to stay and play.
The Verb
The Verb welcomes guests to immerse themselves into a music inspired hotel with its cast of unconventional characters, retro-chic vibe and electrifying Rock & Roll collectibles.
Airbnb
With reviews ruling the Airbnb platform, people don’t just open their homes to travellers, but moreover they provide incredible insight on local culture and go the extra mile to help boarders feel at home. Moreover, guests can book anything from contemporary apartments to grandiose villas at affordable rates.
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INDUSTRY TRENDS The success of the competition has been largely related to these hotels capitalising on growing trends within the events/hospitality industry. As companies look forward to see what will drive consumers’ taste in 2018, reports by Eventbrite and other market research firms predict the rise of experiential trends..
BLEISURE SEEKERS
The word might seem unappealing, but the term “Bleisure” (the combination of business and leisure) has reaped up quite a bit of attention.2 A study conducted by Traveller Weekly reported that almost 1/4th of all leisure trips taken in 2016 had a business component. In fact, employees who’ve taken bleisure trips state that adding leisure days to business travel adds value to their work assignments and benefits them as an employee, while giving them the opportunity to gain cultural experience and knowledge.3
FOODIE ADVENTURE Risky adrenaline activities are no longer topping bucket lists and are favored 45% less than “experiencing a new culture.”4 According to a recent study by Adventure Travel Trade Association, the definition of adventure is changing and travel is seeing an increase in bookings for food adventure tours which often include cooking classes, wine tastings and local market visits.5 Food as a form of cultural experiences, personalized itineraries and the introduction the community host have changed the travel game and in order to deliver such an authentic experience, hotels need local expertise.6
5 MARKET ANALYSIS
THE MILLENIAL TAKEOVER With a majority of this Millennial generation now in the workforce, they currently command $1.3 trillion in annual consumer spending.7 Infact, Eventbrite’s nationwide research of millennials reveals this generation not only highly values experiences, but are increasingly spending time and money on them. According to a report published by the Cornell Center for Hospitality Research, Millennials are estimated to represent 50% of all travellers in the USA by 2025. Ergo, hoteliers are working hard to redefine key attributes like design, experience, and perceived value to attract this growing number of young travelers.8 Moreover, this trend is driving experience makers to implement more personalized interactions, multi-sensory experiences and shareable atmospheres.9
FACE-TO-FACE INTERACTION As people have become more digitally inclined, curated experiences focused on face to face interaction are what Millennials crave from brands and events.10 How to leverage: • Personable Pop up Activations, are intimate pop-up brand experiences, that focus on the customer relationship over customer purchasing. This method provides customers with a happy disruption to their ordinary routine. • Community Host, can be anything from brand reps to local hosts that provide an authentic behind the scenes experience.
RISE OF MULTI-SENSORY Millennials are seeking immersion, therefore multi-sensory experiences are becoming essential to enhancing an event’s atmosphere.11 How to leverage • Local Flavour integrates unique qualities of a place to an event. Aside from the food, you can add local culture, scenery, history, and more to make an experience more location ownable.12 • Virtual Reality, in essence, sends people to a world of maximum imagination and infinite possibilities, including VR technology in your event can create a surreal experience for your audience.13
THE FOMO EFFECT Nearly 7 in 10 (69%) millennials experience FOMO. In a world where life experiences are broadcasted across social media, the fear of missing out drives millennials to show up, share and engage.14 How to leverage • •
Social Media Wall activates event-goers as event marketers, as social media walls show posts and photos tagged with event hashtags, inspires the audience to share their experience.15 Facial Recognition helps attendees easily tag friends, with posts showing up in more news feeds, driving more attention to the event.16
After conducting our industry analysis, we realised Millennials are driving the market. So, we decided to focus our research on Millennials living and visiting Sarasota, and find out; what really enhances their experiences? Recognising the market trends and The Art Ovations own queries, we identified three key areas to investigate:
WHAT DRIVES RINGLINGSTUDENTS TO PARTICIPATE IN EVENTS? Looking at The Art Ovation and its mission, we set out to find out; Are Ringling Students the right target for this campaign? We conducted research in person, over messenger and on social media feeds to truly understand this target demographic. From international students to florida locals, we tried to find college kids across different cultures and backgrounds to ensure a diverse sample group. Through social listening we collected data within this demographic to drive this campaign forward.
DO MILLENIALS CONNECT WITH HOTELS?
Recognizing The Art Ovation’s ties to the Autograph Collection Boutique Hotels, we decided to investigate if millenials resonate with the mission of these Hotels. To gain a diverse set of participants from our target segment, we reached out to local, national and international event-goers and travellers. With the brand in mind, our survey asked a number of questions about prefered types of socializing, travel habits and accommodation must-haves.
WHAT TYPES OF EXPERIENCES DO MILLENIALS VALUE? Considering the millennial inclination to social media platforms, we knew we would find our answers online. To gather as many responses as possible we posted our survey on every platform available. Using rankings, word associations and other forms of data collection, we gained a holistic understanding of the millennial perspective. From young professional facebook groups to college pages, we found people had a lot to say about hotels and events.
DIVING DEEPER... In addition to our three key research questions, another dilemma was on our mind, how relevant is art events with millenials? Recognising that the arts are at the core of The Ovation, we tested the relevancy of visual and performative arts events with our target demographic.
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6 RESEARCH METHOD
THE CULTURAL COMPONENT As millennials become more globally aware, our research showed that they not only prefer, but seek experiences that showcase diverse cultures. They see cultural events as a method of travel, and crave to be immersed in different lifestyles. Through our research, we found that Millennials are most interested in events that provide a new cultural experience or incorporate aspects of diversity and inclusivity. Recognising this shift in demand, events have begun to use cultural themes as a way to design novel experiences and increase attendance.
HOTEL HESITATION While The Art Ovation prides itself on being part of the Autograph Collection, most people in the target audience avoid Boutique and Luxury Hotels. We found that, though curated experiences matter to Millennials, they prefer Airbnb, as it provides a homey atmosphere rather than a scaled hotel experience. Looking at our competitors, we discovered that boutique hotels succeed when they focus on a unique theme. Our research showed, that this attention to detail not only immerses the guest but personalizes their experience.
FESTIVAL FEVER After talking to millenials of different ages, backgrounds and cultures, we discovered that they want to be a part of large events that encompass a variety of experiences. Our research showed that though this generation spend most of their time in the virtual world, when they finally put their devices down, they want experiences that take them outdoors, in open spaces, with lots of face-to-face interaction. Moreover, our data displayed that most sought after experiences encompass drink vendors, food trucks and socialising opportunities all in one place. We have have seen this in effect in Sarasota as food, music, art and cultural festivals continue to pop-up and drive the local social scene.
FINDINGS
VERBATIMS
66% of
“Most memorable because of the diverse cultures, endless entertainment and opportunities to discover new foods, people and dance moves.”
participants say that cultural events are one of their most valued experiences.17
11%
Only of millenials stay in boutique hotels, while 43% find accommodation through Airbnb.18
67% of the
target demographic seek experiences that facilitate socialising in big groups.19
“Warm feeling of immigrants connecting with American culture.”
(Airbnb)” Affordable, informal private and gives you a sense of ownership, however brief. The home away from home appeal is enticing.” “I like spaces that retain the artistic expression of the person or small group of people who started it. Like not feeling like you are part of a scaled experience.”
“ I enjoyed it because it was a unique experience, took me on a food adventure, got me meeting new people in the area and having lively discussions.” “ It had everything I love: interactive experiences, food from all over the world, as well as art included”
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AUDIENCE INSIGHTS
PROBLEM Though the target demographic had mixed opinions on art experiences, there was a recurring pattern throughout our research. Millennials love art, but won’t go to galleries. Through our interviews, focus groups, surveys and more, participants repeatedly said they feel disconnected with traditional fine art exhibitions. As millennials seek to interact, engage and socialise at events, they feel galleries prohibit this experience.
OPPORTUNITY However, recognizing the creative and collaborative qualities of the arts, we see the potential to attract millennials by combining the arts with new forms of entertainment. These are the key ways in which hope to achieve this strategy.
STRATEGY & OBJECTIVES.
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OVATION ASKS
EVENT OBJECTIVE
MEDIA OBJECTIVES
Increase awareness of Art Ovation Hotel within millennials in the Sarasota community
To strategically create and place brand activations in high foot traffic areas within Sarasota
Promote messaging and events that entice millennials to engage with the Art Ovation Hotel
Position the Art Ovation as an open collaborative space for young creatives
To tailor events to Ringling Students prefered interests
To push messaging that invites Ringling Students to the Art Ovation
Create unique experiences
To use innovative forms of experiential design to captivate millennial audiences
To design instagramable events that are worth sharing both physically and virtually
Curate activations that represents local artists and drives traffic from the Sarasota community
To advertise messaging that highlights “local flavour�
Encourage students, locals and visitors of Sarasota to immerse themselves in the local art scene
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TARGET SEGMENT.
t h e a rtsy s t ude n t
Median age: 18 -24
Yo un g Pr o fe s s io n a ls
Median age: 25 -35
The Artsy Student is working towards a degree in the creative industry. As they are just becoming financially independent, they cannot afford to attend special events regularly. So, they prefer all encompassing experiences that incorporate open spaces with food vendors and live music. Representing diverse backgrounds, they seek experiences that foster new connections, learning about new cultures and have an overarching theme.
Worldly, outgoing hustlers these, this target segment identify themselves as connoisseurs of the latest trends in technology, food and film. The Young Professional can afford to spend their income on the finer things in life. They have an appreciation for rich culture and enjoy this through food and music. With an interest in multi-sensory events, this demographic savours the combination of culinary and visual arts.
Furthermore, as they are interested in digital art, they enjoy events that provide innovative and interactive visual displays This audience spends most of their time online, and want instagram worthy experiences. They take action from event pages on facebook, geotags on instagram and recommendations from friends.
Events like the Ringling Underground attract the audience as it is both immersive and informative. Always seeking new experiences, the Young professional depend on google, yelp, facebook and friends to learn about events.
C ul t u re Se e k e rs
Median age: 24 - 32 The Culture Seeker looks at the world through a more global perspective, as they display their wealth in travel experiences rather than material objects. They see travelling as a method of learning, and crave to be immersed in local lifestyle. This segment prefers experiences that are unstructured and highly involved in authentic culture rather than packaged tours. Culture Seekers appreciate adventure, but want to experience a culture through its local cuisine. They choose to stay in airbnb’s over traditional hotels as they find appeal in the home away from home concept. Furthermore, this audience seeks to meet new people through their travels, and enjoy events and spaces facilitate these interactions. Most importantly, they want a personalised experience that cater to their individual needs, represent a like minded community and retain the artistic expression of a location.
THE
BIG IDEA.
Traditionally, when people think “art”, they think “museum”. But what we found, is that millennials see art as more than just paintings mounted on a wall; they see an opportunity for cultural disruption. Collaborative by nature, and rebellious in its form, millennials have transformed conventional art into digital movements shaping the next generation. So, we set out to reimagine traditional art in new forms of entertainment. Blending past movements with present day exhibitions, we aim to redesign iconic works into immersive experiences. A guide to the extraordinary, a gateway to the unconventional and a beacon of good taste. We aspire to differentiate The Art Ovation from the masses, and fulfill its vision to be “exactly like nothing else.”
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OVATION AFTER DARK CASE STUDY We found, that millennials are not interested in following the norm. Instead, they desire less material things and seek more meaningful and tailored experiences. Powered by this insight, we decided to create an experience that would foster social interactions and bring people out of their comfort zone.
FALL-WINTER ACTIVATION
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Looking at the the success of city-wide scavenger hunts, we saw the potential to curate an unconventional tour of downtown, Sarasota, with a surprising plot twist.
CONCEPT Staying at a hotel comes with many perks, but one of the most significant is the concierges desk. With a detailed list of local hidden gems, the concierge’s curated guides create memorable experiences for visiting guests. So, we thought why not bring this hospitality treasure to the Ovation? Blending gamification with local flavour, we propose to create The Ovation After-Dark Scavenger Hunt. Using public art, historical sites and gallery spaces to guide attendees through the downtown district, we would not only promote spaces in Sarasota, but also give participants a chance to see a new side to their own city. With the incentive of a free hotel stay for a weekend, we would attract locals to the hotel and create an opportunity for visitors to meet Sarasota residents.
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OVATION ASKS
Increase awareness of Art Ovation Hotel within millennials in the Sarasota community
Create unique experiences
Encourage students, locals and visitors of Sarasota to immerse themselves in the local art scene
EVENT OBJECTIVE
CRITICAL SUCESS FACTORS
To strategically create and place brand activations in high foot traffic areas within Sarasota
• The radius of the scavenger hunt • The wearable marketing • The pre-event marketing
To use innovative forms of experiential design to captivate millennial audiences
• The navigation design of scavenger route • Level of gamification in clues • Awards coordination
Curate activations that represents local artists and drives traffic from the Sarasota community
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Downtown Gallerists Opera House Florida Studio Theatre Downtown bars and restaurants Historical committee of Sarasota
PRIVATE VENUE PARTNERS GATOR CLUB Bootleg whiskey during Prohibition. Illegal gambling. An upstairs brothel. The Gator Club is a local landmark with a fascinating, scandalous and eerie past. Located in a beautifully restored original brick building. The Gator club has been a cornerstone of downtown Sarasota for generations. Inside, you’ll find traditional surroundings such as leaded glass mirrors, exposed brick walls, and antique brass lighting fixtures, making it a perfect venue partner for this activation.
PASTRY ART Often referred to as “Sarasota’s living room,” Pastry Art is a great place to indulge in a sweet treat, or two. It has been serving Sarasota for over 20 years, and attracts an array of locals, travelers, artists, business people, and bloggers. Pastry Art is known to give back to the community as they support local artists by displaying their art on the walls and they invite musicians to play. Their deep connection with local art, and multitude of sculptures sets Pastry Art as a fun quirky venue partner on our scavenger hunt.
OPERA HOUSE From world famous strippers, to world class music, the Sarasota Opera House has seen it all. The building that is now the Sarasota Opera House was built in 1926 by A.B. Edwards, Sarasota’s first mayor. The opera houses intriguing history and ornate and detailed decor, positions it as a staple of the local arts and culture, and an venue partner on our scavenger hunt.
CONTACT Larry Siegel Owner (941)366-5969
Chip & Kate Beeman General Manager (941) 955-7545
Kirstin Ortiz Hospitality Coordinator (941) 328-1300
PUBLIC VENUE PARTNERS
Complexus
Pixel Pancho
Embracing Our Differences
Good Heart Place
Sarasota Deco
Source
OVATION MEET UP
1 TEAM BREAKOUT
2 SEARCHING FOR THE “O’S”
3 SPEAKEASY BAR
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OVATION MEET UP From an adventurous duo to an an excited team of seven, we want to facilitate conversation and create a sense of mystery for the journey guests will embark on. So, we decided to transform our scavenger hunt orientation into an entertaining mixer. With hors d’oeuvres, hand crafted cocktails and icebreaker activities, we will set the tone for an engaging evening.
TEAM BREAKOUT With drinks in guests hands and a growing anticipation for the kickoff, we’ll divide attendees into their teams and provide them with a set of instructions. At the end of their briefing they will be given their first clue and their team hat; that they must wear at all time during the event experience.
SEARCHING FOR THE “O’S” Teams will earn points as they solve clues and complete challenges to find the hidden O’s. But, their points are only validated once they have posted their findings on Instagram using the #ovationhuntafterdark. Downtown Sarasota is filled with opportunities to explore, discover, and create new memories. So, we’ll provide the unique opportunity to solve clues that can only be found in-person hidden on people, statues, art, and more.
SPEAKEASY BAR To reveal the winners and close the event, we will hold a speakeasy styled after party at Pangea Lounge. At the 2 hour mark of the event, teams will be given a text message with a time and place to meet. Entering through the back alley of Pangea, they will be welcomed to a spirited atmosphere, the opportunity to engage with actors from the experience and, most importantly, their prizes.
INSTAGRAMABLE One of the key success factors of this event, is earned media. We found a rising number of Instagram users within our target audience. So, we decided to track found clues through instagram. For every clue a team finds, they will have to post it on their instagram accounts with the hashtag #ovationafterdark and a geotag of their location. Not only does this promote our venue partners, but more importantly it drives our earned media impressions. With this strategy, #ovationafterdark will flood newsfeeds and position The Art Ovation as a hotspot for locals.
FACEBOOK FRENZY Facebook provides a free platform to create event pages that are promoted to users in your area. And our research shows, that 40% of our audience find out about events through Facebook.20 From food festivals to yoga on the beach, this platform is where people come to explore and join shareable experiences. So, to capitalize on this user behaviour, our preevent marketing will live on Facebook, targeting our audience directly and increasing our exposure locally.
AFTER PARTY PANGEA LOUNGE A haven for millennials and hipsters of all ages, Pangea is a speakeasy style bar downtown. Operating hidden in plain sight in the center of downtown Sarasota, the bar is located behind the Monkey Business Sandwich Shop on Main Street. Those familiar with downtown’s alleyways, enter the bar directly through the back door. Once inside, they will find a windowless room with naked light bulbs and exposed brick. Recognising the gamification aspects of this bar, we felt it would be the perfect venue for the Ovation After Dark closing party. The bar’s carefully crafted cocktails, 1920’s atmosphere and intimate space transports guests to a different era, and establishes it as the place to be.
PRIZES Apart from an engaging social media strategy, this event will attract guests through an array of exciting prizes:
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The first place winners will each receive a FREE one-night stay at The Art Ovation Hotel, and if hotel guest win this prize they will receive a free two-night stay at another Autograph Collection hotel in North America.
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The second place winners will receive a delicious FREE dinner at the Art Ovation restaurant.
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The third place winners will receive a gift basket sponsored by Faber Castell
PAID MEDIA ADS The event will be advertised through PR, social media ads, and sarasota influencers to generate local attention and gain national awareness. We will use platforms like Facebook and Instagram as they are cost effective and have a conversion percent of 1.2+ significantly helping our bottom line. Crowdsourced videos perform well on these platforms, so we will “boost� our attendees shared media in order to keep our production budget low, and our return on investment high.
LOCAL INFLUENCERS WITH A GLOBAL REACH
@klangwelt is a creative director, visual designer and an entrepreneur, utterly obsessed with making the world a more beautiful place through the lens of her social media platform. With an engagement rate of 3.2%, this influencer is one of a few that sheds a light on local arts and culture. Reach Per Post: 20,000 Cost Per Post: $70
@Alexthespeaker is an influencer using social media to inspire and awaken youth around the world. As an motivational icon, he has reached over 50 million people online, making Alex the perfect ambassador to create buzz around the Ovation Hotel. Reach Per Post: 50,000 Cost Per Post: $135
@jaeatleta is a influencer with a diverse set of following. Being a mom, an athlete and an avid traveller she uses her social media to share her daily adventures. Sharing many areas of interest @jaeathleta has gained more than 170,000 followers, and that’s just on her Instagram. Reach Per Post: 343,000 Cost Per Post: $400
LIVING ART CASE STUDY
SPRING ACTIVATION
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As people spend most of their time online, research shows that millennials crave face to face interaction. So, we decided to create a pop-up experience that puts a face to the ovation brand and brings an unexpected twist to their overwhelmingly virtual routine. Inspired by the innovation within the experience industry, we created our concept based on a case study executed in Breda, Amsterdam by the Rijksmuseum. Staging a flash mob at local mall in Breda, the museum’s activation recreated Rembrandt’s painting “The Night Watch”. Using a mix of performance, costume and sound design this experience not only brought the painting to life, but also enthused people around the world through it’s viral post social media video.
CONCEPT Usually, galleries are perceived as quiet, solemn spaces. In fact, we found that the common “look but don’t touch” concept has established a divide between the artwork and the observer. So, we think it’s time to blur the lines. We propose to create an experience that immerses the Ovations potential guests in the worlds of renowned paintings. With the expertise of Florida Studio Theatre, we would create surprise performances in unexpected places, that transform a well known painting into a short live show.
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OVATION ASKS
EVENT OBJECTIVE
CRITICAL SUCCESS FACTORS
Increase awareness of Art Ovation Hotel within millennials in the Sarasota community
To strategically create and place brand activations in high foot traffic areas within Sarasota
• • • •
Create unique experiences
To use innovative forms of experiential design to captivate millennial audiences
• Coordination of performance • Recognizability of painting • Audience engagement
Encourage students, locals and visitors of Sarasota to immerse themselves in the local art scene
Curate activations that represents local artists and drives traffic from the Sarasota community
• • • •
Time of event Size of venue Level of foot traffic at venue Permits from city government
Local Actors Costume Designers Theatre Directors Sound Designers
VENUE PARTNERS THE RINGLING MUSEUM Known to attract millenials for its immersive and innovative events such as The Ringling Underground, a series of one night only events combining live music, food and experiential artworks, the museum has become a household name for eclectic experiences.
CONTACT Jennifer Carroll Events Department Manager (941)359-5700 x 5705
THE FARMER’S MARKET As “local” and “farm-to-table” are top of millennial mind, the farmers market continues to welcome an abundance of foot traffic. With its array of local produce, plants, prepared foods, and artisans, businesses featured at the farmers market are instantly seen as a local treasure.
Market Office 1487 2nd Street, Suite C-1 Sarasota, FL 34236 (941) 225-9256
THE UTC MALL The Mall at University Town Center is the premiere shopping and dining destination in Sarasota County. With stores like Forever 21, H&M, Pac Sun and Express, the mall attracts a trendy crowd on weekdays and weekends. Most importantly, this location, provides a big space and even bigger audience for any branded experience held at their venue.
Lauren Clark Marketing and Sponsorship Director (941)552-7031 Lclark@taubman.com
RESOURCE PARTNERS FLORIDA STUDIO THEATRE Florida Studio Theatre excels at creating intimate and engaging high-quality performances. From hip to historical, they have created performances in every genre and specifically have a keen understanding of improvised theatre.
CONTACT James Ashford Casting & Hiring Coordinator (941) 366-9017 jashford@floridastudiotheatre.org
ASOLO CONSERVATORY Known for their extravagant performances and elaborate costumes, the Asolo team is well versed in creating engaging and immersive experiences. Additionally, the theatre hosts student actors, creating an opportunity for reasonably priced or volunteered
Debbi F Schalch Recruitment & Student Services Coordinator (941)359-5700 x 3611 debi.Schalch@conservatory.fsu.edu
RINGLING COLLEGE The Mall at University Town Center is the premiere From video production, frame construction, event planners and even amateur actors, RCAD has a variety of talent that can be involved in this activation.
Kathleen Sobr Business of Art and Design Department Head ksobr@c.ringling.edu Brad Battersby Digital Filmmaking Department Head bbattersby@c.ringling.edu
SETTING THE TONE SPIRITED, IMMERSIVE, COMPELLING
LUNCHEON
FREEDOM FROM WANT
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Norman Rockwell’s Freedom From Want is an icon of American tradition, depicting three generations of a family around a table at Thanksgiving. With the father standing at the head of the table as the mother is about to place a large turkey in front of him, this image has a become a symbol of American family values.
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Luncheon of the Boating Party is one of Pierre-Auguste Renoir’s most famous works. Set in a Parisian cafe looking over the Seine, the painting captures an idyllic atmosphere of food, wine, and conversation. The painting reflects the shift in French society in the mid-to late 19th century. The mix of both men and women from different walks of life portray how the divisions of class in French culture were dissolving to create a new, modern Parisian society.
WASHINGTON CROSSING THE DELAWARE
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Hundreds of years ago, on Christmas night George Washington led his men across the Delaware river steering his country to freedom. This moment that has been forever immortalized by Emanuel Leutze’s depiction of Washington’s attack on the Hessians at Trenton. Not only does this painting represent Washington’s influence as a leader, but now it has become synonymous with American freedom.
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FREEDOM FROM WANT
BRINGING IT TO LIFE Before Frame Cue Music; While Grandma and the women of the house are setting the Thanksgiving table in the middle of the Farmer’s Market, Grandpa is sitting nearby in a large leather armchair, reading the Newspaper. The grandchildren are running around the market, as the men play a jovial game of football.
THE SETTING At the junction of Lemon and State St during the Sarasota Farmers Market.
Coming in to Frame Grandma calls everybody to the table, they all take a seat, and as Grandma is about to place a large turkey in front of Grandpa, two prop hands run in front of them with the frame.
SOUND DESIGN “Oh what a beautiful morning”, Richard Rogers
COSTUME DESIGN 1940’s Clothing: floral swing dress and zoot suits
CHARACTERS
Grandma, Grandpa, Mom, Dad, Uncle, Aunt, 2 Teenage Girls, 1 Teenage Boy, 1 young girl, 1 young boy
FRAME CONSTRUCTION
Wooden Frame
SET OR PROP DESIGN Dinner Table, White Tablecloth, Dining Set, Leather chair, 1940’s Newspaper with headline that reads, “Is Rockwell the Greatest Living American Painter?”
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LUNCHEON
BRINGING IT TO LIFE
THE SETTING The middle of the courtyard during Ringling Underground
Before Frame Live Music switches to Vivaldi’s Four Seasons; We hear and see a young man dressed in an under-shirt and suspenders drunkenly calling to a young woman in 19th century Parisian summer dress on top of the crosswalk in the courtyard. They playfully run through the courtyard in wonderment of each other’s company. They casually pass by their friends laying on the grass drinking. Coming in to Frame Music begins; man calls out, “À votre santé.” Characters move into frame, raise their glasses and cheers.
SOUND DESIGN “Fours Seasons” by Vivaldi
COSTUME DESIGN
FRAME CONSTRUCTION
19th Century Muslin Summer Day dresses, Straw Boater hats, Suspenders, Undershirts, Trousers, Linen Blazers, Parasols
Wooden Frame
CHARACTERS
SET OR PROP DESIGN
Restaurant owner’s Son, Restaurant owners daughter, Restaurateur, Future wife, Artist, Art Collector, Actress, Writer, Seamstress, Critics, and fluffy black poodle
Picnic Tables, white Table Cloth, Clear Wine bottles, Bowl of fruit , Small Plates, Drinking Glasses
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WASHINGTON CROSSING THE DELAWARE BRINGING IT TO LIFE
THE SETTING In the center plaza of UTC mall
Before Fame Music Turns on; George Washington stands in the center of the plaza, and calls out to his men. From all directions we see men running to his request. Prop hands (dressed as regular mall goers) pass them their weapons and oars, as they make their way towards the center of the mall. Coming in to Frame Prop hands roll in the boat and we see George Washington step into position. We see his men follow, sitting in the boat in their rowing positions. Then Second hand mate holds up the American flag, and frame drops.
SOUND DESIGN “Liberty Theme� Sons of Liberty Soundtrack, Hans Zimmer
COSTUME DESIGN
FRAME CONSTRUCTION
Frock Coat, Waistcoat,Knee-length breeches, Tricorne Hats
Wooden Frame
CHARACTERS
SET OR PROP DESIGN
George Washington, Second Hand Mate, 10 colonists
American Flag, Oars, Wooden Boat, Swords
PAID MEDIA ADS We found that when trying to drive virality, Facebook is considered the best platform. Our event will inspire audiences to film the experience and in response, share it on their social media. So, we decided to not only share crowdsourced video content, but also create our own post-social media video. Moreover at the end of every performance we will use a coupon cannon to entice audiences to come to the Art Ovation and have a free signature cocktail based on the specific performance they interacted with.
EARNED MEDIA
LIVING ART ERA ROOMS CASE STUDY
SUMMER ACTIVATION
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When we spoke to millenials, we realised one big thing; they loooooooooove immersive experiences. From escape rooms to virtual reality, millenials want to enter a whole new world that they can actively be a part of. Recognising this demand, for our last brand activation we decided to design an immersive experience inside the hotel itself. Looking at the the success of 29Rooms by online magazine Refinery 29, we saw the potential to explore and create an instagramable paradise. Refinery29 designed an interactive space of 29 individually curated, artist-collaborated rooms, blurring the lines between an art exhibition and a fun house. This event annual event has become so successful, that in 2017, #29Rooms generated 729 million impressions, making it one of the most shared event hashtags ever.
CONCEPT Recognising that The Art Ovation will be a local artists hub, we wanted to takeover 4 rooms and reimagine its design in the form of influential eras of American art. From 1920’s Art Deco to early fifties Pop Art, we would visualize these eras and curate the first of its kind immersive interior design exhibition in Sarasota. Audiences will make their way through each of the 4 individually curated rooms that are packed with nostalgia and brimming with inspiration.
1 2 3
OVATION ASKS
EVENT OBJECTIVE
CRITICAL SUCCESS FACTORS
Position the Art Ovation as an open collaborative space for young creatives
To tailor events to Ringling Students prefered interests
• Number of people in the space • Provise discount and perks for student tickets
Create unique experiences
To use innovative forms of experiential design to captivate millennial audiences
• Coordination of performance • Recognizability of painting • Audience engagement
Encourage students, locals and visitors of Sarasota to immerse themselves in the local art scene
Curate activations that represents local artists and drives traffic from the Sarasota community
• • • •
Local Actors Costume Designers Theatre Directors Sound Designers
RESOURCE PARTNERS
CONTACT ASOLO THEATRE Set Design Known for their extravagant performances and elaborate costumes, the Asolo team is well versed in creating engaging and immersive experiences. Additionally, the theatre hosts and array of shows with varied environments.
Debbi F Schalch Recruitment & Student Services Coordinator (941)359-5700 x 3611 debi.Schalch@conservatory.fsu.edu
SARASOTA ARCHITECTURAL SALVAGE Vintage Pieces and Quality Control The SAS works to salvage historical pieces of architecture and interior design. Having worked with historical societies, they provide a deep understanding of the pieces they salvage. Their collections are an eclectic mix of architectural antiques and furniture, dĂŠcor, garden art and building materials.
Robert Anderson Sales Director 941-955-6699 info@sarasotasalvage.com
RINGLING COLLEGE OF ART AND DESIGN Design Team and Counsel From interior designers, to Art History professors, RCAD has a variety of talent that can be involved in this activations.
Christopher Wilson Art History Professor cwilson@c.ringling.edu Dr. Chrystine Keener Art History Professor ckeener@c.ringling.edu Barbara S. Marini Interior Design Department Head bmarini@c.ringling.edu
SETTING THE TONE NOSTALGIC, IMMERSIVE, PLAYFUL
1970
4 1960
3 1950
2 1920
1
1
1920 ART DECO
COLOR PALLETTE PRIMARY
Art Deco is one of the twentieth century’s most iconic styles. This era is a symbol of glamour and sophistication defined by the Roaring Twenties. Shifting away from the ornate characteristics of the Victorian era, the Art Deco style uses geometric lines, monochromatic palettes and the references to the Industrial Revolution, giving it an eternally modern look.
SECONDARY
SET DESIGN
PROP DESIGN
2
1950 POP ART
COLOR PALLETTE PRIMARY
Pop Art was the dominant movement in the years following World War II. Short for “popular art,” it was a style that both celebrated and interrogated mass – ‘popular’ – culture. It made use of modern materials, bright, clashing colours, newsprint and disposable imagery, space-age shapes and decorative art elements.
SECONDARY
SET DESIGN
PROP DESIGN
3
1960 MODERN MINIMALISM
COLOR PALLETTE PRIMARY
The Modernist movement was the development of techniques that created brilliantly simple, comfortable furniture. Introducing new materials like tubular steel and techniques like wood-bending, the movement offered light, fuss-free and functional furniture that could be massproduced affordably across the globe.
SECONDARY
SET DESIGN
PROP DESIGN
4
1970 HIPPIE DOME
COLOR PALLETTE PRIMARY
The 70s represented conflicting forms of design. It was both stern and decadent, it used earth tones and campy colors, it had nature-loving hippiedom and hightech futurism. This decade marked the transition from the Modernist 60’s to an era of individualism. The design of the 70’s mixes both playful embellishment and radical experimentation with form.
SECONDARY
SET DESIGN
PROP DESIGN
PAID MEDIA ADS Capitalizing on the success generated by immersive installation experiences, this event will be promoted through PR, social media ads, and influencers. We will use Facebook to create buzz, but we recognize that this event’s success will live on Instagram. Using hashtags, geotags and sponsored ads, our event will be more than “instabragable”, it will be an icon of immersion.
REGIONAL INFLUENCERS DRIVING EARNED MEDIA
@nikkifeng is military aviator based in Tampa using his social media platforms to share his travels. His adventurous lifestyle has taken him to many beautiful places and he continues to encourage his audience to explore new places and experiences.
Reach Per Post: 46,000 Cost Per Post: $225
@travelsecretsblog is a professional photographer, based in South Florida. She’s a keen traveler who loves immersive activities and seeks experiences in cities by the water. Having worked with different hospitality brands, she has a niche place in the market and shares unique places, travels tips and products she loves. Reach Per Post: 88,000 Cost Per Post: $210
@taylor_fuller is a travel writer and photographer. She’s inspired by all things colourful and loves to share her adventures with her followers. Experienced in working with big brands like American Tourister and Lo & Sons, Taylor has a good understanding of the hospitality industry and influencer partnerships. Reach Per Post: 52,300 Cost Per Post: $170
MEDIA PLAN With a focus on strategy, our thesis aimed to develop an experiential marketing plan for the Art Ovation Hotel. Recognising the hotel’s mission, we intended to position the Art Ovation as an exemplar within the boutique hotel industry. The proposed methods and strategies have been designed to engage both visiting and local guests. Informed by primary and secondary research, this plan includes an in depth analysis of the market and its audience.
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BUDGET $5,400
IMPRESSIONS
OVATION AFTER DARK 49% 28% 22%
FACEBOOK INSTAGRAM INFLUENCERS
$10,800 $3,600 $3,630
FACEBOOK INSTAGRAM INFLUENCERS
6,315,900
18,030
TOTAL IMPRESSIONS
TOTAL BUDGET
$1,800
$900
$900
22%
$1,815
$2,700 $1,815
49%
$2,700
28%
ART ERA ROOMS
LIVING ART
MEDIA TIMELINE & BUDGET MEDIA CHANNEL
AUG
SEP
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY
JUN
JUL
MEDIA COST
IMPRESSIONS
OVATION AFTER DARK Facebook
$2,700
774,000
$1,800
355,500
Influencer
$900
1,239,000
$2,700
774,000
$1,800
355,500
Influencer
$900
558,900
$5,400
1,548,000
$1,800
711,000
ART ERA ROOMS
LIVING ART