Charlotte in 2012 Brand Experience

Leadership Makes It Possible An Opportunity for Transformation May 16, 2012

Agenda

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Charlotte in 2012/DNCC An Historic Opportunity Charlotte Brand Convention Experience Overview Impact in Other Cities Impact in Charlotte What We Can Make Possible Discussion

Host Committee Role • • • •

Non-partisan, non-profit Raise $36.65 million Engage community Market Charlotte

Democratic National Convention Committee (DNCC) Role • Political arm of DNC • Convention logistics and proceedings • Delegate and official attendee management • Engaged and involved in community

An Historic Opportunity

The Democratic National Convention is not just an important political gathering, but also a major American social and cultural event that brings unparalleled presence, connection opportunities and significant awareness value.

Perhaps as much as $500 MM in media exposure value.

35,000 people will be coming to Charlotte for the 2012 Democratic National Convention

Powerfully Connected Audience Charlotte is honored to host over 35,000 people from September 1 - 6 for the 2012 Democratic National Convention, including:

15,000 media 6,500 delegates Senior government agency leaders Elected officials from across the United States Foreign dignitaries Major non-profit and philanthropic leaders Thought leaders in social change, advocacy and entrepreneurship

Our guests influence millions of Americans and others around the world.

We want to leverage their influence.

We’re all Hosts…

We’ve Got Company Coming!

Guests

Media Delegates VIP’s The World

Hosts

Businesses Volunteers Vendors Leaders Neighbors

Brand

Leading up to, during and beyond the 2012 DNC, what will people tell the world about Charlotte and North Carolina?

We Make It Possible Key Message

We make it possible . . . to enjoy a high quality of life. The Charlotte region is beautiful and offers an enjoyable quality of life. You will find the expected comforts of Southern hospitality coupled with the economic opportunities of a major urban center and a forward thinking, diverse, culture.

We make it possible . . . to achieve beyond limits.

We seize opportunities and solve problems in surprising ways because we connect the resources of a thriving urban center with the power of close-knit community partnerships.

We make it possible . . . to do well and do good together.

As one of 22 US cities with a majority-minority population, we represent the diverse new face of America and, together, we aspire to create even better shared tomorrows, exemplifying the best of the American spirit.

A Legacy of Possibility We will leave a legacy of possibility across four areas We will make a broader, more inclusive economy possible.

We will expand economic opportunities to more people before, during and beyond the Convention.

We will make deeper youth engagement and civic education possible.

We will help at least 1,000 school-aged youth and many more college students build skills for jobs and careers through Convention volunteer opportunities.

We will make a community of healthy children and families possible.

We will expand access to healthier food and educate people about healthier choices.

We will make a more sustainable community possible.

We will reduce consumption, re-use, recycle and create efficient, sustainable energy solutions.

A Legacy of Possibility Broader, more inclusive economy Vendor Directory Access to America Dialogue Series Habitat House Build Business outreach sessions

Youth education and civic engagement Mayor’s Youth Employment Program Civic and youth curriculum College intern program 1,000 engaged youth

Healthy children and families

Build new community gardens Expand Field to Fork Program Raise awareness of SNAP program at farmer’s markets Carolina Thread Trail/Greenway awareness Samaritans Feet event at CarolinaFest Let’s Move

New standards of community sustainability Reusable water bottles and refill stations Expanded recycling program Carbon offset Global model for sustainability

A Legacy of Possibility

Catalyzed by the Convention Opportunity

Area economic development organizations developing common strategies Regional organizations collaborating to tell common story and support common brand (Arts & Science Council, Charlotte Center City Partners, Charlotte Chamber, Charlotte Regional Partnership, City of Charlotte, CRVA)

State-level agencies supporting Convention effort

Notes On Building A City Brand

“Whether a place is looking to rebuild, enhance or reinvigorate its image, the first step is a comprehensive brand strategy.

Unfortunately, there is the common misconception that branding is simply a communications strategy, a tagline, visual identity or logo. It is much, much more.

A city must have a story, and the city must learn to tell it.”

Brian Collins, Creative Director, Ogilvy & Mather

Face to Face

Paid media

Earned Media

We Make It Possible Social and Digital Media

Internal Communications

Print Collateral

Special Projects/ Cultural Mktg.

Identity

Civic Partners

Civic Partners Arts & Science Council Charlotte in 2012 Center City Partners Chamber of Commerce CRVA Charlotte Regional Ptnshp.

City of Charlotte

Robert Bush, S.V.P., Cultural & Community Investment Tracy Russ, Chief Marketing Officer Moira Quinn, Charlotte Center City Partners Blair Stanford, VP Operations Molly Hedrick, Convention & Visitors Bureau Gina Howard, Director of Communications and PR Kim McMillan, Director Communications & Marketing

PENDING NC State Department of Tourism SC State Department of Tourism

Civic Partners Assets Offered in Partnership to Charlotte in 2012 Efforts include: • • • • • •

• • • • • • • • • •

Airport Transportation Lodging Street Paid Media Earned Media (PR campaign) Print publications Arts/Cultural 311/Call Center Mobile App’s.

Websites Videos Broadcast Capacity Events Volunteers Merchandise

Overview of the Convention Experience BEFORE ARRIVAL

Charlotte In 2012 Identity

Skyline graphic above new logo incorporates The Charlotte Story as created from community input. Colors signal elements of famous Carolina blue sky and also show political diversity important to Host Committee.

NC version for state-wide outreach campaign.

Story Leads for Media

• Story lines embedded in Charlotte in 2012 Reporter’s Notebook and Carolina Stories.

• Includes quick facts, key statistics, links to resources.

• Subject matter experts will be provided.

Carolina Stories 50-75 short (2 minute) videos that highlight people, organizations and efforts that exemplify HOW we make it possible.

Paid Media (Advertising) Magazine, Newspaper Broadcast Web/Mobile Banners Google Adwords, Facebook Ads E-mail blasts and Direct Mail Billboards and Shelter/Kiosk Signs Uptown Transportation Placement Airline magazines, airport signs, Amtrak car signs, taxis, limousines, CATS, pedicabs Lodging Placement Small lobby kiosks, in-room collateral, branded key cards Dining & Entertainment Placement Handbills, coasters, custom credit/debit card receipt wallets

Digital and Social Media

Cultural Marketing

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Charlotte in 2012 Cookbook

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Charlotte in 2012 Playlist

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Local Subject Matter Experts Directory

North Carolina in 2012 Host Committee membership Governor Perdue convenes economic development and tourism leaders Outreach sessions in Asheville, Durham, Greenville and WinstonSalem

Shared content with VisitNC.com NC Innovation pavilion at CarolinaFest 2012

Overview of the Convention Experience THE WEEK

Saturday

Media Hospitality NC Music Factory

Sunday Delegate Hospitality 12 distinct sites selected across the community to create a first impression on delegates and members of the media.

Multiple sites spread economic benefit and give Guests more Charlotte experiences.

5,000+ registered so far

Monday - Thursday Monday

CarolinaFest201 2

Tuesday & Wednesday Official Convention

Thursday Nomination Acceptance

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• All-day, family-friendly interactive displays, games, music, food and fun.

• Free tickets • Guests from across the Southeast, nation and world

CarolinaFest 2012 Concept Only

WELCOME! WE MAKE IT POSSIBLE

Leveraging A Brand

Leveraging A Brand

Leveraging A Brand

Leveraging A Brand

Leveraging A Brand

Leveraging A Brand

Leveraging A Brand

Impact of Conventions And other Mega-Events

Leaders from Atlanta, Denver, Los Angeles and others describe hosting a major political convention as a key stepping stone in the life of their cities.

Successfully hosting a major political convention opens progress towards megaevents with even larger impact that bring both shortterm and long-term impacts, including corporate relocations, population growth and other mid-to-large scale events.

Chicago 1893 World Expo The World's Columbian Exposition of 1893 was a pivotal moment in Chicago's history.

City leaders worked together to win the bid to host this pivotal event, with the business community front and center.

Not only did the world take notice of Chicago, but Chicago left its mark on the world.

Atlanta

1988 Democratic National Convention “Our brave and beautiful city made its global prime time debut with the opening gavel of the 1988 Democratic National Convention.

We knew we’d been handed a gift so precious, so unique, that we frequently held our collective breath, hoping, praying we were worthy of the task.”

Judith Webb, former Atlanta Chamber of Commerce News Director

Atlanta hosted the Democratic National Convention in 1988 and went on to host Super Bowl XXVIII in 1994 and the Summer Olympic Games in 1996.

Philadelphia

2000 Republican National Convention

$345 million “The city, in fact, made a lot of money while the Republicans were in town, Mayor Street said.

"I knew it was going to be good," the mayor said. "I didn't know it was going to be great.”

How great?

More than $345 million in direct and indirect spending.”

John McCalla Philadelphia Business Journal

New York City

2004 Republican National Convention

$255 million Official estimates of impact announced at $255 million by Mayor Bloomberg.

Boston

2004 Democratic National Convention

$163 million The DNC’s total net value-added impact equals $163.3 million, consisting of net direct spending of $100.1 million plus $63.2 million in indirect value-added impact.

A full consideration of the DNC’s benefits must make mention of the important, but difficult to fully quantify, intangible economic impacts.

In a Boston Globe survey, a remarkable 99% of delegates indicated that they would return to Boston on a pleasure trip. Such an overwhelmingly enthusiastic response raises the possibility of more conventions here and/or locating business facilities here.

Economic and Fiscal Impact of the 2004 Democratic National Convention in Boston Office of Budget Management City of Boston Boston Redevelopment Authority

Minneapolis

2008 Republican National Convention

$170 million 2008 Republican National Convention Exceeds Economic Impact Projections

The 2008 Republican National Convention, held in Minneapolis Saint Paul last year, generated nearly $170 million in new money for the local economy exceeding original projections for the event.

Sept. 1, 2008 PRNewswire

Denver

2008 Democratic National Convention

$266 million “Denver, which hosted the larger 2008 Democratic convention, found that the event generated more than $266 million for the region - up from preconvention projections of $160 million.

The Convention brought people that had never been here before and allowed individuals across the globe to see the Denver metropolitan area.

There is no way to place a value on the global exposure that Denver received due to this event.”

City and County of Denver 2008 Democratic National Convention Impact Report

Media Impact 2008 Major Party Conventions “The 2008 Democratic and Republican Party conventions drew a bigger average nightly television audience than did the opening ceremonies of the Beijing Olympic Games.”

Convention Wisdom: Putting National Party Convention Ratings in Context Jill A. Edy and Miglena Daradanova

Convention Impact in Charlotte What’s Possible?

Why is this opportunity critical to Charlotte’s future?

COMPETITION!

Nations with urban populations of over 100,000 from 1950 - 2050

Half of the world’s population currently lives in cities, a figure that will reach 60% by 2030 and 70% by 2050.

Charlotte

2012 Democratic National Convention

$150 – 200 million Based on impact in other convention cities and using accepted methods for computing economic impact, including week of the convention and impact prior to in preparation for the convention.

Sponsorship Opportunities

“Charlotte knows how to partner, to come together to solve problems and seize opportunities. It’s what we do.”

Harvey Gantt 2011 Charlotte Chamber Retreat Outrageous Aspirations Examples from our history include school desegregation, construction of Charlotte/ Douglas International Airport, NBA and NFL teams, the LYNX system and…the 2012 DNC.

Making A Stronger Brand Presence Possible VIP tickets to signature events and access to high-level decision-makers and influencers Access to premium venues for hosted events Named sponsor of major events including Media Party and CarolinaFest2012 Title sponsor of Volunteer Program Legacy programs

Banner and sign placement in high value areas including airport, uptown and surrounding areas Focused content in Carolina Stories Gift bags and items inside

To support the Host Committee’s programs and events, Charlotte in 2012 offers sponsorship packages that bring to life Charlotte’s reputation as a New South city where people, organizations and institutions work together to build its future.

A Legacy of Possibility Sponsorship Opportunities

Broader, more inclusive economy Vendor Directory Access to America Dialogue Series Habitat House Build

Youth education and civic engagement Mayor’s Youth Employment Program

Healthy children and families

Build new community gardens Expand Field to Fork Program Carolina Thread Trail/Greenway playground

New standards of community sustainability Reusable water bottles and refill stations Expanded recycling program Carbon offset program