The Wharf DC Transportation Plan by rfelt

ALL ROADS LEAD TO THE WHARF

AT A GLANCE Our Team ............................................................. 2 Mission Statement ........................................... 3 Situation Analysis ............................................ 4 Overall Objectives ............................................. 14 Metro Grads.......................................................... 15 Elite City Dwellers.............................................. 20 Connected Bohemian ....................................... 25 Timeline ................................................................ 31 Budget ................................................................... 33 Evaluation ............................................................ 35 Sources .................................................................. 36

THE ONE|PR TEAM Phoebe Bell

Rachael Felt

Michael Glickman

Emily Langlois

Xana Pena Rivas

Hometown:

Los Angeles, California

Remsen, New York

Chicago, Illinois

Livermore, California

Madrid, Spain

Experience:

Arts administration internships

Sports marketing internships

Event planning, radio promotions

Internal and consumer goods internships

Interests:

Food & Beverage

Performing arts and travel

Sports and travel

Graphic design and music festivals

Travel, entertainment

Vehicle:

Boat

Bus

Electric Scooter

Roller Skates

Airplane

Hospitality comms, business development

OUR MISSION

ONE|PR is dedicated to providing creative solutions that help our clients tell their story. Our strategy is always developed with authenticity, feasibility, and excitement in mind.Â ONE|PR's mission for The Wharf is to craft a greater understanding of transportation issues and redefine the narrative surrounding the DC waterfront neighborhood.

SITUATION ANALYSIS Insights on The Wharf A waterfront neighborhood in southwest DC, providing community members with hotels, offices, restaurants, retails, living space and more. The Wharf aims to rebrand the Southwest waterfront as a space for all visitors regardless of their socioeconomic background. This can attract locals and tourists from all over the country and world. The Wharf has a dedicated social calendar recognizing national holidays with festivals and annual events. The waterfront location is establishing roots and community morale while attracting outside attention.

The Wharf Opportunities Creating new attention to Maine Avenue Fish Market, the oldest openair fish market. They are affordable and seen as a DC novelty, so it is important to integrate them as much as possible. The Wharf needs to attract one of DC’s important demographics; students. If the Wharf can promote student nights or discounts they could see more traffic during slower months. Consumers engage consistently on social media, especially Instagram with over 19,000 posts with the hashtag #WharfDC. The Wharf understands the trend of having “Instagram-able” spaces, but should engage more with followers across all platforms. Considering The Wharf’s many photogenic festivals and events, there should be a bigger emphasis on visitors posting about them. The Wharf has an opportunity to capitalize on the healthy lifestyle market by expanding its current fitness community and bringing in complementary businesses such as health supplements and clothing brands. Expanding these services will communicate its energetic atmosphere to active consumers.

Insights on PF Hoffman Developers of new neighborhoods in DC always face the threat of gentrification. Many critics of The Wharf say it was made for corporations and high paying professionals, not the average resident. P.N. Hoffman is a successful development firm in the Washington D.C. area. The company aligns with local values and efforts to create a neighborhood in the existing city. P.N. Hoffman created The Wharf. Over a decade ago, Monty Hoffman started the process to reinvent the Southwest waterfront. The $2 billion project took note of the Baltimore Harbor’s success and aimed to bring both locals and tourists to DC’s new waterfront.

The Wharf Threats Lack of parking and congested traffic threatens accessibility to The Wharf. The Wharf communicates alternative methods via social media to keep visitors aware of parking and traffic. The threat is infecting social media content with parking and traffic issues, especially The Wharf’s Twitter account. If the lack of accommodation outweighs other content, it affects the overall impression of the location. The Wharf should develop clear language around traffic and parking accommodations and separate messaging from branding. Although The Wharf is trying to increase visitors even during winter months, the cold weather still deters a lot of people from going. One of The Wharf’s biggest appeals is access to the waterfront, so when the weather is not ideal, people might not think to go—even with large bonfires. The “Instant Neighborhood” phenomenon is a threat to The Wharf as it connects to negative connotations with outside DC development projects. As more expensive apartment buildings and yoga studios open, more lower-income neighborhoods are pushed away to build places like The Wharf.

MEDIA CONTENT ANALYSIS PLATFORM

Website

Facebook 29K Likes 29.9K Followers

App

ENGAGEMENT

FREQUENCY

CONTENT PURPOSE

Encourages consumers to visit Uses a variety of colors but sticks to certain palletes Links to their various platforms are provided User engagement does not apply here

N/A

Pictures of the space are given Clickable links and tabs are available for viewing Directions and transportation is provided as well as what is near the space Information about their app is provided Articles are posted about media coverage

Users comment and share event posts Over 100 likes on event posts Users tag friends in posts that interests them, creating a farther reach Needs to be more active with comment responses Responses to positive/negative feedback shows The Wharf actively listens to consumers

Over the past two months, The Wharf has posted between 8-10 times Roughly twice a week on average

Mostly promotion-based Restaurants, merchandise and events are the most common content created Consumers respond positively towards these posts Videos are what consumers want to interact with, and their video content appears only a handful of times a year

The app uses a few features that allows the users to engage with The Wharf community Tabs such as the news feed, events, directory, history and general info allow the user to navigate freely within the app for whatever their needs are

N/A

Content mirrors The Wharf Facebook page but is more mobile friendly Event posts and pictures are similar to other channels Added weather feature and “how to get here” tab are important components for consumers to be constantly updated on

SOCIAL

MEDIA CONTENT ANALYSIS PLATFORM

Instagram 29.7K Followers 460 Following 392 Posts

Twitter 6.7K Followers 1K Following 1.7K Tweets

YouTube 81 Subscribers

ENGAGEMENT

FREQUENCY

CONTENT PURPOSE

Followers comment on posts and tag friends increasing traffic The Wharf engages with consumers on the platform Ability to ask a question/raise a concern and be responded to is crucial "Like" range averages from 85 to 2,000 per post

On this account posting occurs at least twice a week, sometimes more sometimes less Instagram is a platform for posting frequently Consumers need content on their feeds to draw interests, so posting frequently is beneficial

Content ranges from personality posts; including families, dogs, and personal posts Other content is merchandise and advertisements for stores, restaurants and events, much like Facebook. Â Link to their website is important but they are missing links to other social media accounts

Followers are not as active Engagement is low, averaging 1-5 likes and 1-3 retweets per tweet Retweeting is gold on Twitter, allowing for a follower to share the Tweet to their network This attracts new attention to their page by engaging with consumers who are unaware of the Wharf

Many posts, around 2030 per month On target of average Tweet frequency Easy and quick nature draws greater attention Consumers can quickly interact with shorter posts Allows for multiple posts a day with faster content generation

Includes website link but missing social media links Mostly text, images are shared on main social media platforms Would be beneficial to create unique content for each different channel Content is used as a live update stream for useful information, reporting daily happenings, weather, parking availability, etc.

Video views ranges from 4011,000 Positive consumer reaction towards videos More approvals (upvotes) than disapprovals (downvotes)

In three years, the Wharf has added 14 videos to its channel More content needs to be created and posted

The Wharf's documentary is its longest video Needs to develop method of attracting more page visitors Documentary needs to be linked to all of the accounts on The Wharf's largely-followed platform Can be added to description section of each account

SOCIAL

LOCAL COMPETITORS

DESCRIPTION

The Wharf Washington, DC

Georgetown Waterfront Washington, DC

TARGET AUDIENCE

SOCIAL MEDIA

COMMUNITY ENGAGEMENT

Located in the Southwest neighborhood of Washington, D.C. Restoration of historic riverside land Newest neighborhood in DC with more than a mile of storefronts, restaurants, housing units, and corporate offices

Wide range of residents from all ages, races, and economic backgrounds Targeted based on desired experience (date night, family picnic, sunset stroll) Consumers with a comfortable income Not aimed at tourists

Decent follower and engagement base across platforms Facebook events, Instagram posts among the most popular Addressing questions in comments and messages a priority Established website and app

Restoration of previously overlooked area of DC Sustainability and protection of the Potomac Cooperation with existing local businesses surrounding The Wharf "Holiday Giving" and other volunteer-based initiatives Room for improvement in frequency of community events

Located in Georgetown, a historical neighborhood in Washington, D.C. Completed in 2011 as part of the Georgetown Historic District Several streets adjacent to the Potomac river with various shops and restaurants

DC residents Georgetown University students Retail stores and dining cater to the uppermiddle class Tourists, history buffs, families Diverse age demographic

Facebook page - 718 likes No official Instagram page, but many popular posts using "Georgetown Waterfront" geo-tag Lack of direct social engagement with community

Free community events and art installations "Friends of Georgetown Waterfront Park" 501(c)(3) nonprofit organization Preservation and enhancement of the park and surrounding area

LOCAL COMPETITORS

EVENTS

The Wharf Washington, DC

Georgetown Waterfront Washington, DC

RETAIL/ DINING

ADVANTAGES

DISADVANTAGES

Weekly concerts held at The Anthem Many free events throughout the year Fire & Ice Festival, Hungry Human Hippos, Parade of Lighted Boats, Petalpalooza, Rock the Yacht, Camp Wharf, DC Jazz Fest, and more Seasonal themes

Over 30 restaurants Fair variety of cuisines Mostly dine-in, mid to high price options Boutique stores, many independently or locally owned Retail catered to wealthy demographic Array of bookstores and cafes for younger, more casual crowds

Newly developed, fresh look and feel Offers many different events and activities for every group Good use of waterfront space with free jitney rides and boat tours High praise and positive feedback from a previously skeptical local landscape

The Southwest waterfront appears difficult to reach Must work hard to make a name for itself among other historic DC neighborhoods Harsh weather conditions can eliminate options for passing time at The Wharf

The Waterfront hosts occasional events throughout the year, mostly privately hosted or commissioned Summer movie nights in the park are a favorite Openings for pop-up art installations draw crowds

Famous for its restaurant and shopping scene Food available in all price ranges Global restaurants and cafes often featured Mostly corporate and designer retail locations

Well-known for its historic status and wide variety of storefront locations Charming atmosphere Water-based activities such as kayaking and paddle boarding Unique row-house architecture

Stores and restaurants do not directly interact with waterfront Often crowded with congested roads Historic location does not allow for expansion or renovation Lack of direct engagement with consumers through media and events

NATIONAL/GLOBAL COMPETITORS DESCRIPTION

National Harbor Baltimore, Maryland

Nyhavn Waterfront Copenhagen, Denmark

TARGET AUDIENCE

SOCIAL MEDIA

COMMUNITY ENGAGEMENT

Located in downtown Baltimore, MD “From International Port to International Tourism Destination” Seen more as a tourist destination than a neighborhood in Baltimore Famous National Aquarium

Tourists with a big emphasis on family activities

No social media accounts for just the Inner Harbor (Visit Baltimore) Facebook: 58,123 likes Twitter: 76k followers Instagram: 24,1k followers Low engagement on all platforms. Some hashtags on Twitter and medium amount of comments and likes on Instagram

Since it is seen a part of the city and does not do much by itself the community engagement is also for the full city of Baltimore Black History Month: Baltimore’s Legends & Legacies Jubilee is hosted at the Inner Harbor

Located in downtown Copenhagen Originally a busy commercial port with a reputation for attracting beer, sailors and prostitution Home of beloved children’s author Hans Christian Andersen

Both tourists from all over the world and local citizens of Copenhagen

No social media accounts specific to the waterfront (VisitDenmark) Facebook: 647,046 likes Twitter: 74.1K followers Instagram: 224K followers Great Instagram presence (8k average likes per post). Lower engagement on Twitter, but consistent interactions with followers and visitors

Copenhagen is peoplefirst Different platforms to inspire and fund citizens ideas to make the city better Inclusive food markets with prices accessible for everyone Strong sustainability initiatives

NATIONAL/GLOBAL COMPETITORS RETAIL/DINING

ADVANTAGES

Many events not to promote the Inner Harbor Tours and workshops created by museums or places in the area, not by the Inner Harbor itself Events include: Amazing Scavenger Hunt Adventure, Christmas Market and Ice Rink, and Fourth of July fireworks viewings MECU Pavilion holds summer concerts by the water

Restaurants for all price ranges. Chick-Fil-A and Corner Bakery for cheaper meals Tourist-y restaurants like Bubba Gump Shrimp Co. and Hard Rock Cafe High end restaurants like La Calle and Fogo do Chao Seafood themed restaurants Next to The Gallery, Harborplace and Pratt Street offer a different retail experience for guests

Beautiful locations Historic and world famous Famous landmarks

Very tourist focused, not a lot of locals Baltimore not considered the safest city Don’t have their own social media to promote themselves apart from the city of Baltimore as a whole

Christmas by the canal events and markets Different events for every holiday (Carnival, Easter, Norway's National Holiday) Jazz festivals and markets during the summertime Crown Prince Frederick's Birthday events

Nyhavn’s tagline is “gastronomy and good atmosphere in history surroundings” Dozens of restaurants to choose from. Everything from traditional Danish foods to global cuisine Waterfront Shopping Center located nearby. The Bridge Street Kitchen Market

World famous waterfront Historical location with famous residents Very photogenic Denmark currently one of the top world travel destinations Commuter friendly

Although some events in the winter, mostly a summer destination Language barrier, not all the website has been translated to English Very cold weather during the winter months stops people from spending time at the waterfront during most of the year No Nyhavn social presence

EVENTS

National Harbor Baltimore, Maryland

Nyhavn Waterfront Copenhagen, Denmark

DISADVANTAGES

EVENTS AND PARTNERSHIPS

Parade of Lighted Boats The Wharf takes part in the annual Potomac River parade, a holiday tradition unique to DC waterfronts. The event coincides with the Old Town Alexandria waterfront the same evening. The event includes family-friendly activities , fireworks, boat prizes, ticketed after-parties, and local tradition.

Camp Wharf Camp Wharf is a makeshift pop-up camper offering homemade s’mores during restaurant hours on The Wharf. The stall sits on the District Square Fire pit, and a portion of the proceeds benefit Friends of Southwest DC.

TARGET AUDIENCE Locals involved in marine life and boating clubs Families Tourists

RATING The massive production adds to the tradition of Potomac Riverfronts and offers many activities for visitors of all interests and financial means. The price to throw the parade seems exorbitant compared to other events.

TARGET AUDIENCE Restaurant customers looking for dessert Families with young children Dates

RATING Camp Wharf is an innovative concept that juxtaposes a “homey” environment with a metropolitan setting. The pop-up attracts a range of community members to engage with design (communal firepits) and product (smores).

Wednesday at The Wharf Free summer concert series presented by Landshark Lager offering a wide range of musical genres. The mid-week event takes place on Transit pier and people gather to enjoy music along the outdoor summer scenery. This weekly event supports local DMV artists.

TARGET AUDIENCE Young professionals DMV musicians Summer student interns Families

RATING The free outdoor series offers a wide variety of entertainment. Visitors can enjoy a drink by the water while listening to live music. There is an opportunity to make the event unique to The Wharf alone.

EVENTS AND PARTNERSHIPS Shop Local The Wharf has participated in Shop Local initiatives through renting retail space to DMV businesses, such as Politics and Prose, and a weeklong partnership with the DC Department of Small and Local Business Development shopping, Made in DC, Â showcasing local vendors and artists with a wide array of handmade items. Last August, The Wharf welcomed a variety of local artists to sell their products.

DC Fray The DC Fray is an organization dedicated to creating positive sporting experiences across the DC area. The organization has partnered with the wharf in the past and will be heading the upcoming Hungry Human Hippos on Ice 2019. The event has received quite a bit of interaction on social media, and the promotional materials are strong.

TARGET AUDIENCE Local artists and community members Young Creatives Small business owners Authors and public speakers (Politics and Prose) Well-educated literate consumers

RATING The Wharf has room to incorporate year-round initiatives. More events and partnerships would show supporting local merchants and businesses as a part of its brand identity.

TARGET AUDIENCE Active community members Young professionals Sports enthusiasts Social media users engaging with events online People who previously attended other Wharf ice rink activities (ex. Cocktails & Curling).

RATING The promotion for this event is strong, but, it stands out against others. The imbalance oversaturates other scheduled activities, while targeting a similar audience.

Washington Area Fuel Fund The Wharf is continuing its partnership with Washington Area Fuel Fund whose mission is to raise funds to keep DC residents warm during the winter months. The Wharf DC and WAFF partnership produce an event in January, Fire & Ice, inviting community members to engage with free and donation-based activities benefitting the WAFF.

TARGET AUDIENCE Community members engaged with socially responsible initiatives Families Young professionals Donors & sponsors of the event

RATING The is a trademark event for The Wharf as it was one of the early events. Repeating the initiative strengthens The Wharf's relationship to social responsibility centered around DMV residents.

SUMMARY/OPPORTUNITIES The Wharfâ&#x20AC;&#x2122;s current situation is developing an active community through various events, retail, social media, and unique experiences. The Wharf is a revitalized area of the Southwest waterfront community. It aims to build a positive reputation as a neighborhood dedicated to the diverse and vibrant waterfront atmosphere. The biggest challenge is the public perception of The Wharf due to the newness in the area and ongoing development. Due to the location and media attention surrounding the waterfront, audiences connect the site with gentrification and the relocation of Southwest residents as a result of urbanization in the 1950s. The Wharf is missing a central narrative encompassing the extensive timeline dedicated to creating the waterfront neighborhood that it is today. Without publicizing its unique personality, The Wharf is indistinguishable to other waterfront areas. As a neighborhood interested in attracting broad audiences, it is essential to dedicate personalized time and effort to these various groups. The core opportunity for The Wharf is to refocus its story to build meaningful relationships with the District and beyond.

OVERALL OBJECTIVES Enhance the narrative surrounding transportation to/from The Wharf Position The Wharf as a thought leader in DMV commuter policies Increase usage of maritime transportation methods by 2%. Increase visitors use of the shuttle by 5% in the next year. Become a thought leader in local and national transportation and urbanism issues. Earn more press media on variety of transportation options to The Wharf.

MEET ERIN AND JEFF Metro Grads

LIFESTYLE Rents a studio apartment in the Woodley Park neighborhood Grad students at American University and George Washington Likes to discover hidden gem date night spots around the city Owns AU-sponsored Metro passes, lives next to a red line stop Loves to explore using public transportation to find new spots Always looking for bargains that acomodate a student budget

Age: 24 (Erin), (Erin),25 25(Geoff) (Jeff) 24 Status: Dating Combined Combined Income: Income: $65,000 Occupation: Paralegal Paralegal (Erin), (Erin), Lobbying Lobbying intern Intern(Geoff) (Jeff) Vehicle: Metro, Metro, bus bus

VALUES AND BELIEFS Highly eco-friendly and environmentally conscious Support unique spots around the city Interested in DC's historical integrity Spends leisure time wisely given busy schedules Far-left liberals invested in human rights issues

MEDIA HABITS Follows news on a large variety of outlets Very active on social media, especially niche Facebook groups Erin follows travel bloggers, mindful living gurus, and indie bands on Instagram Jeff follows The Onion, local photographers, and his fraternity brothers on Instagram

MICRO INFLUENCERS MANUELA BARON @thegirlgonegreen 58K YouTube subscribers

Shivya Nath is an author and travel blogger who has visited some of the world's most breathtaking and authentic destinations. She aims to live a very wholesome life filled with happiness, and Erin follows her because of her free spirit. Having Shivya visit The Wharf would put it on the map as a joyous international destination.

MATT JOHNSON @tracktwentynine 2.9K Twitter followers

Manuela Baron, AKA The Girl Gone Green, is a YouTuber and health influencer who advocates a minimalist, vegan lifestyle. Erin follows her for tips on how to live a more sustainable life. Although she does not live in DC, Manuela would love The Wharf's environmentally conscious initiatives and vegan-friendly restaurant options.

SHIVYA NATH @shivyanath 68.2K Instagram followers

Matt Johnson is a member of the American Planning Association (AICP) and runs a Twitter dedicated to updates on the DC public transportation system. Like Jeff, his followers rely on him for timely and up-front information about Metro travel and more. Collaborating with Matt would assist The Wharf in mapping out the best routes for visitors to take on their way to and from the waterfront.

RELATIONSHIP TO THE WHARF Erin and Geoff have only been to The Wharf to attend shows at The Anthem. They think it looks Erin and Jeff have only been to The Wharf to attend shows at The Anthem. They think it looks cool, but tend to only go to destinations that are easily accessible by public transportation. cool, but tend to only go to destinations that are easily accessible by public transportation.

+ PAIN POINTS As working grad students, Erin and Geoff struggle to find new and affordable places that are As working grad students, Erin and Jeff struggle to find new and affordable places that are easy to easy to access through public transportation. Their strong social values can also make it access through public transportation. Their strong social values can also make it difficult to pick difficult to pick the right date spot, as they only support locally-owned and eco-friendly the right date spot, as they only support locally-owned and eco-friendly businesses. businesses.

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KEY MESSAGES Southwest DC offers an authentic experience connected to local history. The Wharf is accessible by public transportation and offers a getaway from student life. The Wharf highlights D.C.'s most unique traits, reflected by its array of small business storefronts and diverse visitor audience. The Wharf is one of D.C.'s most sustainable neighborhoods with energy-efficient lighting, green roofs, and conservation of its surrounding landscape. The U-Pass Pilot Program currently active at American University serves all full-time students, and presents growth opportunities for free transportation to and from The Wharf if expanded to other local universities. According to Transit Blog, commuting by public transportation saves 4,800 pounds of CO2 per year. Erin and Jeff can save money and feel environmentally conscious when traveling by public transportation.

MONDAY THE WHARF WAY Big Idea: Monday’s are known to be incredibly depressing. The Wharf can turn this conception around. The implementation of the Blue Monday Surprise Shuttle Bus will give average commuters the time of their lives. Commuters, either coming from work or in the neighborhood, will board this fitted bus. Inside, they’ll experience a variety of tastes from various Wharf outlets. There will be free coffee and gelato from the Wharf’s Dolcezza, cocktails and spirits from Kirwan’s, and hors d'oeuvres from Hank’s Oyster Bar. Riders are encouraged to take pictures and videos with the hashtag #WharfWay. The Wharf will eliminate the misconception about Mondays while also promoting their shuttle buses. Commuters will be treated on the worst day and forget that Monday’s exists. Riders will be reminded to download the Wharf app to look at the shuttle schedules to plan their next ride.

Strategies: Combat the misconception that the Wharf is inaccessible from long-distance locations. This is highlighted by the free shuttle that loops around the Wharf and other various parts of DC. The Wharf shuttle is accessible from various locations for commuters to ride.

Rationale: Commuting options are evolving. Most Americans (90%) still take their car to work or anywhere else, but as the definition of suburbs and cities is changing and public transportation grows, those numbers are changing. More suburban families might be taking public transportation to avoid the endless traffic jams. There is limited knowledge of The Wharf's free shuttle service. Increase the use by making the pickup locations clearer and the ride an experience in itself. Increase the awareness and use by making the shuttles more distinguishable from city buses.

EXPECTED MEDIA STORYLINES

MEET THE RICHARDS

Elite City Dwellers

LIFESTYLE

Age: 38 (Eliza), 42 (Robert) Status: Married Combined income: $300,000 Occupation: Communications VP (Eliza), Investment Banker (Robert) Vehicle: Mid-size Lexus, Audi A7

Owns a medium-sized house in Georgetown Constantly on-the-go Takes occasional vacations to Mexico Eliza attends trendy workout classes (SoulCycle, Pure Barre) Robert runs and trains for marathons Children participate in soccer, gymnastics, piano lessons

VALUES AND BELIEFS Parents highly value date nights to spend quality time together Practices active living, health, and well-being Favors outdoor and educational family activities Registered Democrats, active participants in local initiatives

MEDIA HABITS In-touch with current events through mainstream media Robert attempts to be savvy but only follows The Economist, Forbes, and community organizations Mom religiously follows Gwyneth Paltrow, family bloggers, and popular food and lifestyle influencers on Instagram Children are given structured iPad time

MICRO INFLUENCERS SARAH + MICHELLE @fiftytwothursdays @fiftytwothursdays 51.3K Instagram 51.3K Instagram followers followers

Tiny Humans of DC is run by a local family and follows their travels around DC and beyond. They have a large Mrs. Richards their community of followers, and Eliza uses theiruses page to page to discover picturesque to explore within discover picturesque places toplaces explore within the city. the city. arefans already fans of ThesoWharf, so their They areThey already of The Wharf, featuring featuringtoathe daywaterfront of their adventures or hosting a meetjourney destination would definitely up would attract them to visit. drive Elizadefinitely and Robert to visit.

TINY HUMANS OF DC

DC RUN CREW @dcruncrew @dcruncrew 2K Instagram 2K Instagram followers followers

Sarah and Michelle are "mommy influencers" who blog and share their favorite style, fitness, and food spots around DC. Eliza Mrs. Richards follows them follows to stay themuptotostay date upon toall date on all the trendy the trendy placesplaces for both forher both and her her and family. the children. Sarah and Sarah andwould Michelle Michelle lovewould The Wharf's love The trendy Wharf's andblend memorable of family-friendly attractions and attractions easy accessibility and upscale from around retail shops. the DMV area.

@tinyhumansofdc @tinyhumansofdc 1.6K Instagram 1.6K Instagram followers followers

DC Run Crew is a tight-knit group of DC community members who participate in monthly runs, excursions through the city, and support each other's exercise goals. Mr. Richards Robert follows follows them them onon Instagram Instagram but but has has not not found found the the time time to join toone joinof one their of their runs. runs. Sponsoring Sponsoring one of one their of their runs at runs The at The Wharf Wharf would would encourage encourage Robert Mr.to Richards join theto crew joinand the discover crew and a favorite discover running a favorite path.running path.

RELATIONSHIP TO THE THE WHARF WHARF RELATIONSHIP TO The Richards have attended a company dinner at The Wharf and heard about some of its free Eliza and RobertaRichards attended company dinner at The and heard about some of events through friend athave brunch. They abrowsed the website forWharf more information, but haven't its free events through a friendmade at brunch. They the day. website for more information, but the time tobrowsed visit for the haven't made the time to visit.

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PAIN PAIN POINTS POINTS

Both parents have full-time work schedules and need to spend more quality time with their kids, Both parents have full-time work schedules and want to spend more quality time with each other preferably outdoors. Because they work in DC and live in the suburbs, they're not always without taking too much time away from their kids. Because they both work full time, they struggle motivated to take trips to the city during the weekend. They need a versatile day-trip spot that to stray from their usual date night spots. They need trendy, memorable destinations for their nights will make their family time count. together that are easy to get to from their neighborhood.

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KEY MESSAGES The Wharf is an easily accessible, memorable, and trendy destination for Eliza and Robert Richards to spend an intimate date night together. The Wharf is just a quick boat ride away from their home in Georgetown. The family wouldn't have to worry about traffic and re-parkingâ&#x20AC;&#x201D;all of The Wharf is accessible by boat, so they could walk or Uber to the Georgetown waterfront and take a boat to The Wharf to enjoy a warm summer night together. The Wharf has many options for them to enjoy. From a drink and a show to a five-course meal for their anniversary, there are options for any date night they could want.

UBERBOAT x THE WHARF Big Idea: One of the things that makes The Wharf such a unique destination in DC is that it is centralized on the Potomac, so what better way to bring people to The Wharf than by water. Although there are currently transportation options on the water, these do not create the upscale and private experience that this group of consumers is looking for. Introducing, UberBoat x The Wharf. UberBoat x The Wharf would create a unique partnership and popup with one of the biggest ride sharing apps in the world. This partnerships would allow our Elite City Dwellers to come and go as they please with the luxury accommodations they crave. Now, how does this differ from the current options? Currently, The Wharf Jitney is limited to just going across the river from Recreation Pier to East Potomac Park, so it does not allow visitors to go to any destination they’d like. Additionally, The Water Taxi does allow visitors to go to many of DC’s favorite waterfront destinations, but it is limited as far as timing, scheduling, and is not private. UberBoat x The Wharf would allow visitors to take private accommodations from a select number of waterfront destinations at the click of a button and at a reasonable price.

Strategies: Create a private and upscale way to travel to and from The Wharf while avoiding DC traffic. Leveraging the use of The Wharf’s waterfront location while showcasing the unique experiences available. Highlight the convenience of The Wharf from Suburban neighborhoods by way of other waterfront destinations along the Potomac. Social media attention surrounding this partnership is comparable to buzz from prior UberBoat popups around the world.

Rationale: Uber has piloted their UberBoat platform in destinations nationally and internationally including Miami, Boston, Mumbai, Istanbul, Cannes, and Croatia. In past popups, there have been predetermined pickup and drop off destinations. UberBoat x The Wharf would follow this model and use the existing docks that the water taxis use. Uber would be responsible for chartering the boats, but The Wharf would provide a home base for the initiative.

EXPECTED MEDIA STORYLINES

MEET MAXWELL Connected Bohemian

LIFESTYLE Rents an upscale apartment in the Shaw neighborhood Works as an independent contractor with a flexible daily schedule Social life revolves around bicycle enthusiast organizations Likes to go on runs with his border collie around the city Always looking for new bookstores, coffee shops, and creative spaces

Age: 28 Status: Single Income: $80,000 Occupation: Graphic Designer Vehicle: Bike, longboard, or electric scooter

VALUES AND BELIEFS Native DC resident, keeps track of changes in the city Very involved with transportation policy and issues Member of the LGBTQ+ community Inspired by nature and unique architecture Introverted but likes to meet new and interesting people

MEDIA HABITS Very active on social media, especially Twitter and transportation Facebook pages Avid TV-watcherâ&#x20AC;&#x201D;Netflix, Hulu, HBO GO subscriptions Reads GQ, Esquire, Men's Health, The New Yorker, and design trade journals Follows men's fashion and minimalist Instagram accounts

MICRO INFLUENCERS

MICROINFLUENC ERS

ANDY LALWANI @andylalwani

@35.1K Instagram 35.1K Instagram followers followers

Andy P is a Project November policy wonk DC iswho a "local specializes force ofinfree mobility fitness, andsmiles, and community." climate work. Maxwell They host has been free activities interestedand in runs all over DC. Maxwell has transportation and been urban participating policy everinsince theirhe events started for two years. By hosting exclusively riding ahis unique bike or fitness scooter challenge everywhere. at TheHe Wharf, November started following ProjectAndy DC participants P. to stay upwill to date get awith feel what for the was dynamic exercise happening national-wide spaces throughout in the transportation the waterfront advocacy area. space.

AUSTIN AUSTIN GRAFF GRAFF @austinkgraff @austinkgraff 5.3K 5.3KInstagram Instagram followers followers

Andy Lalwani is an American University alumni who has built a large follower platform through his Instagram page and Youtube channel. His content surrounds men's fashion, LGBTQ+ issues, and comedy. Maxwell follows Andy because he met him once at a book store and loves his lifestyle advice. By offering a sponsored return trip to DC to visit The Wharf, a promotional vlog post would reach his national audience.

NOVEMBER ANDY P. PROJECT DC

@transportgooru @novemberprojectdc 8.2KInstagram Twitter 9.2K followers followers

Austin Graff is a writer for the Washington Post as well as an amateur photographer of all things DC. He is a true DC native and is known for showing his followers honest local experiences. Maxwell follows him for his no-nonsense writing and posting. Although The Wharf has been featured in The the Washington Post, a thorough op-ed by by Austin Austin would would catch catch the the attention and trust of his support base.

RELATIONSHIP TO THE WHARF Maxwell has read about The Wharf in Washington Post articles, and has walked his dog around the waterfront a few times. He's intrigued with The Wharf's architecture and plans to spend a work day there soon.

PAIN POINTS Because of his occupation, Maxwell struggles to find stimulating environments that help spark his creativity. He doesn't want to work somewhere too busy, but is also looking for pleasant social interaction. He's looking for an efficient route to and from his work place that he can run or travel by bike.

= KEY MESSAGES The Wharf offers an open atmosphere with many sources of inspiration. The neighborhood provides closer community connections than other waterfront areas in DC. The route from Shaw to The Wharf is a straight-shot and only takes 20 minutes to travel by bike. It also crosses the National Mall, leading Maxwell and his dog on a pleasant path towards parks and morning coffee stops. The Wharf offers an active afternoon outing with scenic waterfront piers and versatile places to eat, socialize, and get focused. Given its historic location, there are endless ways to be inspired by The Wharf's atmosphere and community. By working at The Wharf, Maxwell will feel less like a visitor and more like a member of the neighborhood.

CAPITAL COMMUTER SUMMIT Big Idea: The Wharf can sometimes be seen as â&#x20AC;&#x153;too far awayâ&#x20AC;? or a place that you can only get to by car. By becoming a thought leader in the transportation space, The Wharf can change the conversation. The Capital Commuter Summit will take place in partnership with Visualize2045 at The Wharf and have transportation and urbanism influencers and thought leaders from all over the country. The Summit will begin with the Capital Commuter Challenge. Starting at Constitution Ave NW and First St SE ending at The Wharf (about 2 miles), the competition will see who can get to The Wharf utilizing as many unique methods of transportation as possible. Challengers will use the #CommuterChallenge to post about their journey. The winner will receive the Wharf Summit Bike, a personal high-tech electric bicycle and helmet. The Capital Commuter Summit will begin once all challengers have arrived to The Wharf. Speakers include invited guests who represent the various sectors of transportation and citywide leadership. For example, important people to invite include Mayor Muriel Bowser; Liz Price, Director of Public-Private Partnerships, PN Hoffman and Jeff Marootian. Participants will attend different seminars and workshops on transportation policy and activism. The event will be covered by transportation influencers, local and national news. It will be followed on social media with #CapitalSummit, where participants can share their experience.

Strategies: Position The Wharf as a thought leader for transportation and urbanism issues around the DMV Showcase the variety of ways to get to The Wharf, beyond the traditional. Connect with local transportation reporters and influencers to generate media coverage

Rationale: More commuters are choosing to take options like Capital Bikeshare. The number of stations has quadrupled to 440 in the past 5 years. Cities like DC are seeing a decrease in people driving to work, or anywhere else. The solo driving rates have gone down by at least three percentage points. Visualize 2045 aims to change the conversation around public transit in the DMV area.

EXPECTED MEDIA STORYLINES

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GETTING IN MOTION

TIMELINE

BUDGET

33 CAMPAIGN

Monday The Wharf Way

ITEM

TEAM HOURS

TOTALS

COSTS

Fitted Bus

20-30 hours, team will help with visual construction as well as installation assistance

Bus comes from the Wharf - $0 Workers wage TBD

Catering and Vendors

N/A

Cocktail bar - $3,000 Coffee bar - $300 Catered Hors D'ouvres $250 Pastry chef - $35/hour Musicians - $150/hour

$3,840

Micro Influencers

N/A

$250 per content created

$250

Campaign Total: $4,090

UberBoat X The Wharf

Printed Materials

3-5 hours

Flyers - $15

$15