Culver City Platform

MARKETING PLAN & CONSUMER PROFILES

TABLE OF CONTENTS

Mission ............................................................................ 3The Campus ................................................................... 4

5 The Local .....................................................................................6

The Commuter ............................................................................7

The Resident ................................................................................8

The West Side Crescent ...............................................................9

The Parent .................................................................................10

The Eastsider .............................................................................11

The Destination Shopper ...........................................................12

The Art + Design Lover ...............................................................13

The Cultural Tourist .....................................................................14

PLATFORM Engagement Strategy .................................. 15 Components + Assets ............................................................16

Website + Social Networks ......................................................17

Blog ...........................................................................................18

PR + Partnerships ....................................................................19

Mobile Initiatives .......................................................................20

PLATFORM Loyalty Program ........................................................21

Greenhouse Engagement Strategy .............................. 22 Greenhouse Loyalty Program ....................................................23

Initiatives....................................................................................24

Events + Engagements ................................................ 26 The Vision ..................................................................................27

Launch Events ............................................................... 28 Launch Schedule .....................................................................29

Evergreen Events ........................................................... 31Experimental Events ...................................................... 33 Initiatives ...................................................................................34

The Revolving Shop ....................................................... 36 Initiatives ...................................................................................37

Contact Information ..................................................... 39

MARKETING PLAN & CONSUMER PROFILES

Our Customers ................................................................

PLATFORM is the convergence of fashion, art, and culinary talent in Hayden Tract;

the most dynamic neighborhood in Los Angeles.

THE CAMPUS

On first glance, PLATFORM is a collection of eight different spaces; some old and some new, some modern, some traditional, some architectural, and some covered in greenery. These physical spaces are important, but they are only the start of PLATFORM. At their core, these spaces are platforms for the merchants, chefs, creative businesses, and customers that will occupy them. While the spaces will be dynamic and engaging they are not the stars. The people, events, and activities that will take place in them are.

This guidebook is made up of three main sections:

1. An exploration of who the customer will be at PLATFORM and why they will chose to spend time and money with us.

2. A description of our engagement strategy for reaching new customers and creating brand loyalty in existing customers.

3. A detailed breakdown of the full slate of events that we will be hosting at PLATFORM. These events will drive new traffic to our merchants and restaurants, enhance our brand identity, and transform PLATFORM from a place to simply buy things to a great neighborhood where you want to come whether you have a specific need or not.

We have identified the key, target consumers that will visit PLATFORM time and time again, both for the unique tenancy and for the engaging marketing program.

Introducing...The Local The Commuter The Resident The Westside Crescent The Parent The Eastsider The Destination Shopper The Art & Design Lover The Cultural Tourist

Our Customers

THE LOCAL“The Local” works and plays in Hayden Tract. By day they are producing, designing, and creating. By evening they are hitting the local eatery before heading back to their own neighborhood. They live as far west as Santa Monica and as far east as Silver Lake. They commute by car, and listen to KCRW on the way to and from the office to catch up on the news and discover new bands. The arts have a major influence on their personal and professional lives, and they will often forego a lunch to hit up a local art gallery. “The Local” is very dedicated to their work, and often lack time to tend to the things that are important in their personal lives like health and well being. PLATFORM will be as convenient to them as it is inspiring. They will leave an hour early in the morning to catch a yoga class before heading to work, then treat a new client to one of the notable restaurants during lunch for a good impression, and then gather the team for a happy hour drink after the day is done, and stay for the event of the evening. PLATFORM is their office ‘stay-cation’ and inspiration desti-nation. PLATFORM is their office ‘stay-cation’ and inspiration destination.

Top reasons “The Local” will come to PLATFORM:

• Yoga sessions in the park • Notable restaurant dinning during lunch/Happy hour• Inspiring events and installations, specifically the curated Pop Up Shop and Greenhouse events• Show in the Design Week at Hayden Tract • Keep up with the rotating stores, and purchase because they know it’s for a limited time • The Loyalty Program will be especially important to create a relationship• To be a part of the Digital PLATFORM Community• Guest editor for Revolving Shop

“The Commuter” spends most of their time in Downtown LA. Wether they are working, studying, art walking, or dining, they are always on the move. They walk to and from meetings and classes by foot. For this reason, they are always prepared with a wardrobe change should the occasion call for it. With their on-the-go lifestyle, technology is essential and keeps them organized and entertained from their smart phone and tablet to their iPod and Kindle. Along with keeping up with technology, it’s just as important to “The Commuter” to keep up with the culture of LA. It would be well worth hopping on a train to visit PLATFORM to soak up the sights and sounds of this sensorial destination. A nighttime crowd, they will be flocking after working hours to hear unique live music sets, while they peruse around the art installations, talking and more walking, of course. They will end the night, drink in hand, with friends at one of the restaurant bars before heading home. Weekends, they’re gathering a small group of “Commuters” and attending Sunday brunch, spending the day shopping the stores for their work wardrobes, and staying to relax in the open air of the park before heading back to the concrete jungle.

Top reasons “The Commuter” will come to PLATFORM:

• To hear the live bands/DJ sets, and view the movie screenings

• To take in the art installations that will be integrated into the space and attend Greenhouse events

• Late night dining at the restaurant bars, Sunday brunch and shopping with friends, as a social activity

• Relaxing in the park as a small get-away from the city

• To be a part of the Digital PLATFORM Community

THE COMMUTER

THE RESIDENT“The Resident” calls Culver City, Hayden Tract, and neighboring areas home. They are young and ‘new-traditional’ in their way of life. They settle down later and value health and happiness just as much as success. Hayden Tract offers them the perfect place to nest while still enjoying the exciting growth of the city. “The Resident” works near by or from home and will often travel by bike to get where they’re going. They’ll go on daily market runs, to pick up the best produce for their healthy lifestyle, and marvel at the architectural beauty of the city along the way. They aren’t into a flashy scene when they go out but an intimate one. You will find them at PLATFORM mid-week having a packed lunch in the park before stopping by the Creative Workspace to utilize the space and meet new people. Every month they’ll be regulars at the Flower Market, frequent all art installations that come in, and attend the DIY workshop and tastings. Live music is also of great interest- the more unique the better. “The Resident” will also become “The Regular”.

Top reasons “The Commuter” will come to PLATFORM:

• The close proximity to where they live

• BICYCLE HAPPY HOUR

• The strong architecture of the space will make them feel at home

• They’ll attend many free or low cost community events: Creative Workspace, DIY workshops, tastings, movie screenings, live music/DJ sets, yoga

• The weekly flower market will compliment the weekly farmers market downtown

• The art installations, and curated revolving shop will keep it new and exciting

• They will be a part of the Loyalty Program and Digital PLATFORM Community

THE WEST SIDE CRESCENT“The West Side Crescent” lives with their family just outside of Hayden Tract in Beverly-wood, Beverly Hills, Brentwood, etc. They own real estate and enjoy the finer things in life. The kids attend the private schools in the area, so they frequent Hayden Tract weekly. With a busy schedule, the nanny takes the kids most days of the week, but they enjoy taking them to school when they can. They spend much of their time now in restaurants and shopping centers in Beverly Hills. PLATFORM will provide them a fresh and upscale place to stop after taking their kids to school. They’ll grab a coffee to meet for an upcoming project, or take it to go while they discretely peruse the luxury stores, spending money when they feel comfortable. You’ll often find them attending Greenhouse events as a featured guest, and only attending the events that will be worth their while. Worth while events for them would be as large as the New Years Eve party and Design Week at Hayden Tract, or as intimate as the flower market, and certain mommy and me events.

Top reasons “The West Side Crescent” will come to PLATFORM:

• After they drop off their kids at school, they’ll stop by for a coffee or morning

meeting

• They’ll stay for the shopping and view the art installations

• Attend Greenhouse events as a guest of honor or low profile

• DESIGN WEEK + HAYDEN TRACT

• Select holiday events with the kids and New Years Eve for parents

• Guest editor for pop-up

THE PARENT“The Parent” is a full time parent that lives in or around Hayden Tract. Caring for their children is a high priority, and every morning they fall in rank with the other mom/dads to drop the kids off at school. With so many tasks to get done in a day, they’re often running around from the coffee shop to the yoga studio, from the post office to the mall and back home, all before pick-up at 3pm. It’s a fast paced schedule and a routine, day in and day out. Because of this, “The Parent” seeks variety in their schedule, and new and entertaining activities to stimulate and engage. PLATFORM will be integrated into their routine by participating in partnerships with the schools for a pick-up/drop-off service in the morning and afternoon. They can start their day on a more relaxing foot by doing yoga in the park with (or without) the kids, and participating in weekly running/walking groups with other Parents. In the afternoon, they will take part in the various “Mommy and Me” classes and DIY workshops. Weekends will be spent at the flower market, playing in the park, and watching the outdoor movie screenings. “The Parent” appreciates the loyalty program for their budget, and the Digital PLATFORM Community will keep them informed and connected to their mom/dad peers.

Top reasons “The Parent” will come to PLATFORM:

• Central location to drop off kids for school in the morning and stay for a coffee with Mom/Dad community

• Yoga (“Mommy and Me“ or just mommy) + participate in walking/running groups

• At pick-up they’ll stay for the “Mommy and Me” events in the afternoon

• WORKSHOPS + DIY

• Saturday flower market

• Sunday brunch with the kids

• Play time in the park

• Attend all holiday events

• Be a part of the Loyalty program and Digital PLATFORM Community to stay connected and informed

“The Eastsider” lives on the far east side of town in Silver Lake, Los Feliz, and Echo Park. They love that their neighborhood offers them all of their favorite things to do in a 2 mile radius. For work, they dabble in a little bit of this and a little bit of that, and don’t have a formal working space. “The Eastsider” is creatively driven and motivated by trends. With no set schedule, you’ll find them coming to PLATFORM during the week to utilize the Creative Workspace with other free-lancers, partaking in the DIY workshops, and playing in the park. In an effort to beat the traffic, you’ll see them in the middle of the day, or later in the evening for gallery openings or live music sets. The pop-up space will be the biggest reason they keep coming back, and they’ll take part in the curation. They’ll also visit the stores and shop when there are promotional events. When they’re at the space, they’ll participate in the digital community but leave it when they go back to their neighborhoods.

Top reasons the “The Eastsider” will come to PLATFORM:

• It’s the cool thing to do

• They will utilize the Creative Workspace alone and/or with other creatives + be a guest editor

• The art installations and pop-up space will be worth the drive

• The live music and guest DJ sets

• MOVIE SCREENINGS

• WORKSHOP + DIY

• FLEA MARKETS

• They’ll show up for Greenhouse events (invited or not)

• To see their work or the work of their peers

• DESIGN WEEK AT HAYDEN TRACT

THE EASTSIDER

“The Destination Shopper” is not an LA native. They reside from as far north as Malibu, to as far south as the OC and Laguna Beach in large homes with their family. Their lifestyle is lavish, owning luxury cars, wearing designer clothing, and dining in fine restaurants. While they’re not from the city, they have many local connections that keep them on top of the latest developments and new additions to the Los Angeles scene. If it’s buzzing, they want to know about it. “The Destination Shop-per” will often gather a gaggle of friends and head to the city for a weekend or day trip to visit new restaurants and designer stores. They come to buy and be in-the-know for up coming events that they can attend and share with their own social network. Sunday Brunch will be the perfect opportunity for them to take in all that PLATFORM has to offer. They’ll make a day of it by dining in the morning, then shopping the stores, and ending the day with a cocktail at the restaurant bar. They’re a weekend crowd, but will travel during the week for large scale Greenhouse events. They’ll keep returning to see what new stores have popped up and the loyalty program will make them feel like a valued customer.

Top Reasons “The Destination Shopper” will come to PLATFORM:

• Sunday Brunch will be spent dining and shopping with their friends

• They’ll be interested in attending large scale greenhouse events

• The ‘NEW’ factor

• Loyalty program

• Unique, one of a kind tenancy

THE DESTINATION SHOPPER

“ The Art & Design Lover” is someone who is well versed on the art, music and design scene in LA and NY. They are painters, welders, sculptures, engineers, filmmakers, graphic designers, and above all, artists. Inspiration is vital in their means of making a living. “The Art & Design Lover” lives where they work and often only come up for air in between major projects. When they do venture out it’s to support other local artists, find inspiration, and cultivate relationships with peers. PLATFORM will give them all that and more. Most importantly, it will provide them with another means to showcase their work. They will visit infrequently but often around the time of their exhibition to get a sense of the space, take in the scene, and meet with gallery directors. On opening nights, they will bring out a large sub-community of follow-ers and friends, and those nights will be spent celebrating in the restaurants. On occasion you’ll find them stopping in for a coffee meeting during the week, and using the Creative Workspace.

Top Reasons “The Art & Design Lover” will come to PLATFORM:

• To see their work/work of their friends being shown in the galleries and installations

• Inspiration from the architecture, and the ‘constantly changing’ element of the space

• To utilize the Creative Workspace + be a guest editor

• Great professional meeting place for them

• To hear live music and dine in the restaurant bar

• DESIGN WEEK AT HAYDEN TRACT

THE ART+ DESIGN LOVER

“The Cultural Tourist” is a traveler by nature, visiting from San Francisco or New York City 3-4 times a year. They come to Los Angeles on inspiration/shopping trips for their jobs, to have business meetings, or to visit friends for fun. While they don’t reside in Los Angeles, the city feels like a second home for them. They know all the best places to stay, eat + drink, and shop, and are in-the-know when it comes to new developments and up & coming areas. PLATFORM will be a high priority on the list when planning their trips. They’ll be a part of the online community to view the calendar of events and get updates on what’s new in order to best prepare. When they visit, they’ll be most interested in the revolving retail stores, galleries, etc. If there is a Greenhouse event happening during their visit, they’ll make sure to fit it in the schedule. PLATFORM will be their cultural hub.

Top Reasons “The Cultural Tourist” will come to PLATFORM:

• To check out revolving retail space to see new products and the selection of stores

• To view the most current exhibitions on display in the galleries

• To attend Greenhouse events

• To check out the Pop-Up space

• They’ll be drawn to the music series, if it fits in their schedule

THE CULTURAL TOURIST

Engagement Strategy

PLATFORM’s engagement strategy will consist of a comprehensive digital marketing

plan, offline events calendar and social media content strategy as well as

continual consumer acquisition campaigns throughout the year.

PLATFORM realizes the importances of social media, marketing and advertising,

and as such we have developed an aggressive strategy that will not only drive

consumers to our businesses but will incentivize them to shop, eat, drink, and

tell their friends about PLATFORM.

Components + Assets• WEBSITE + SOCIAL NETWORKS

• BLOG

• PR & PARTNERSHIPS

• MOBILE INITIATIVES

• LOYALTY PROGRAMS

Website + Social NetworksPLATFORM will have a fully comprehensive and socially integrated web presence. We will engage with our consumer via various social networks integrating deals, incentives, and quality content that will drive them to PLATFORM.

Furthermore, PLATFORM’s social media presence will expand across multiple platforms including Facebook, Twitter, Instagram, Pinterest and more.

BLOGPLATFORM’s key differentiator will be the PLATFORM blog, seeding relevant content in support of the tenants, as well as the Hayden Tract community. PLATFORM will select notable Los Angeles digital influencers to act as monthly guest editors. Guest editor content will include:

• Styling features

• Trend features

• Event spotlights

• Hosted events & previews

• Food & drink reviews

• Recipes

• New product features

PR + PartnershipsPLATFORM will put heavy emphasis on establishing long lasting, mutually beneficial partnerships with local businesses and media outlets.

PR - Strategic outreach to top tier publications around launch events and ongoing series at the center to secure press amongst national and local outlets.

Concierge Program: We will partner with top hotels spanning from the West Side to Beverly Hills to Downtown Los Angeles to offer incentives to visitors to come to PLATFORM for the art, food, shopping and more.

Mobile InitiativesPLATFORM will utilize advanced technologies to distinguish the digital experience for our consumers through such outlets as a PLATFORM mobileapplication. The mobile features to include:

• Push notifications promoting in-store exclusives, events and sales

• Social network integration

• Shopping & dining directory

• PLATFORM shopping map

• Loyalty program information

• PLATFORM essentials

• Specialty section for Greenhouse

PLATFORM Loyalty ProgramLO

YALTY

We will incentivize continuous shopping & spending at PLATFORM through various consumer value-adds. By opening up the program exclusively to online social network members for the first month only, we will not only build our community but engage the right kind of shoppers.Some of the programs offerings will include:

• Exclusive discounts within PLATFORM stores & restaurants

• Cash rewards & points for purchases at select retailers

• Private food & drink tastings

• After hour shopping privileges

Greenhouse will serve as our artistic + creative hub. Our vehicle to tap

into the influencer community in the realms of design, art, fashion,

music and more in Los Angeles and nationwide. The ever-changing

nature of Greenhouse will allow us to structure an events calendar

around limited invite engagements that garner buzz and purvey the

“Exclusive” nature of greenhouse’s initiatives.

The ultimate sell for the type of brands that want to be “cooler than

cool” Greenhouse is their platform for creativity and expression. The

space will host the most experimental up and coming retail concepts

while being technology and fashion forward. If PLATFORM is the Park

Slope, Greenhouse is the Williamsburg.

Greenhouse Select is the hand-selected creative community that we look to inspire,

curate, and generate buzz around Greenhouse. The first batch of Selects will be curated

by our team, inclusive of 25 people. They will be invited to the launch of Greenhouse

Select. The event will serve as a stimulating experience to get people well versed on the

brand and it’s retailers.

The first 25 Selects will be asked to recommend one person each that they feel will be an

influential addition to the group, growing the Select community to 50. This community will

grow over time (with an eventual tipping point), maintaining a solid maintenance of buzz

and creativity within the Greenhouse community.

Greenhouse Loyalty Program

InitiativesGreenhouse will host intimate, directional quarterly events. The events will be retailer centric and

will serve to showcase new collaborations, art, design and product to the tastemaker set. These

events will include:

• Revolving retailer and artist collaboration launch parties

• Private event opportunities for members & selected groups

• Official After Party for Design Week

• The Greenhouse Select Events

Greenhouse will have a separate branding & marketing strategy, with targeted campaigns and

an identifiable look & feel, separate from that of PLATFORM. In addition, Greenhouse marketing

efforts will serve to:

• Create separate blog & social networking communities from PLATFORM, updated on a daily

basis.

• Develop a strong design aesthetic attracting the design, fashion & art community.

• Offer Greenhouse specific loyalty programs including: discounts on product from

Greenhouse retailers, invitations to key events and exclusive sneak peeks.

• Dedicated e-mail campaigns for Greenhouse Select members only.

Events + Engagements

Our events will aim to create a vibrant culture at PLATFORM, designing a

collaborative environment for brands, tenants, and shoppers to thrive in.

THE VISIONTargeting key demographics through curated events & engagements will drive traffic to PLATFORM, prompting continuous shopping & invigorate spending.

PLATFORM will invest time and marketing dollars into the it’s culture, which will reapsignificant benefits in developing a vibrant, sustained retail experience. By creating a vibrant culture at PLATFORM, we will provide a collaborative environment for brands, tenants, and shoppers to thrive in.

Our vision is driven by the following factors:

FOCUS: Align the PLATFORM brand (and respective tenants) with focused, curated events & engagements that drive traffic, and increase brand awareness.

MOTIVATION: Build a community through motivating LA consumers to visit PLATFORM,create loyalty where they return time and time again.

CONNECTION: Create a cohesive, connected environment between tenants,shoppers, PLATFORM management and the LA community through strategic, broad event calendaring.

COHESION: Build consistency and control in the curation of events & engage-ments at PLATFORM.

SPIRIT: Shape consumer, tenant and brand perception, sustaining a more efficient and ‘alive’ environment.

Launch Events

PLATFORM will host three separate launch events. One focusing on the VIP guests

including top tier media, influencers, celebrities and bloggers. The second with a

focus on the general public, allowing them to truly get the full PLATFORM

experience. And lastly, the launch of Greenhouse.

PLATFORM Launch Party [VIP]The VIP launch party will be a private event exclusively for 100 influencers, media, tenants, friends & family.

The event will be held the evening before PLATFORM officially opens, and hosted by a notable influencer

in the fashion/design space.

All stores and restaurants will be open for a sneak peek of what PLATFORM has to offer.

High quality catering and cocktails will be served, a live band or DJ will perform and gift bags full of

PLATFORM tenant product will be distributed.

PLATFORM Launch Party [Public]The public launch party will be an open event inviting Los Angelenos and the local community to celebrate

the official opening of PLATFORM. The event will be held the Friday or Saturday within one month of PLAT-

FORM officially opening.

All stores and restaurants will offer something unique to shoppers on this evening, whether it’s a meet &

greet with the chef, a DIY workshop using their apparel, or a unique gift with purchase.

Cocktails, beer and wine will be served and a live band or DJ will perform.

Greenhouse Launch PartyThe Greenhouse Launch party will be for the initial 25 members of Greenhouse Select, introducing them to

the space and concept. The initiative will roll over each month ushering in 25 more members each month

inviting them to preview whatever installation/event is happening in the Greenhouse space.

Evergreen Events

PLATFORM will produce monthly, recurring events that will serve to create consistent

foot traffic to your store, bar or restaurant. Evergreen events will be culture &

community driven, and will consist of the following...

MOVIE SCREENINGS

FITNESS & EXERCISE

LIVE MUSIC SERIES

WORKSHOPS & DIYS

ART & DESIGN

FOOD & DINING

FLEA MARKETS

MOMMY & ME

Experimental Events

PLATFORM will produce a series of experiential events & initiatives that will serve to

generate buzz, garner press, and grow the PLATFORM community. These

events won’t be your typical mixer, but more innovative and creatively-driven

experiences that will have consumers buzzing.

InitiativesRevolving Shop ‘Space Takeover’ Contest(No Subject) - PLATFORM’s marketing + events agency - will facilitate a contest the month lead-ing up to the opening of PLATFORM, inviting individuals & brands to submit their concept for a pop up shop.

Open Space GalleryEvery month, the outdoor spaces of PLATFORM will be revamped to showcase art, design, fash-ion and culture installations by notable, local designers & artisans.

Bicycle Happy HourReward those Angelenos who dare the roads of Los Angeles – and those Hayden Tract locals! – to ride their bikes to PLATFORM and they will receive 50% off drinks and food at participating restaurants/bars at PLATFORM from 5pm – 8pm, once per week.

Design Week at Hayden TractTapping into the design scene in Hayden Tract, we will create LA’s first ever Design Week: a showcase of craftsmanship and design in home, furniture, art and clothing, and held during DWELL On Design.

We will work with local design galleries, furniture stores and firms to host nightlyevents, workshops and talks at PLATFORM.

Community Garden

We will create a small community garden within PLATFORM to provide the Hayden Tract community with a place to practice sustainability, grow organic fruits & vegetables, plant flowers and meet neighbors, further developing the PLATFORM culture & community.

Fashion Week Gone DigitalDuring Fashion Week, we will showcase the daily runways on a big screen in the Court-yard. Each evening, we will invite the local fashion community, including our retailers, to showcase their current season collections.

PLATFORM Digital CommunityWe will create a digital space and community for PLATFORM retailers, shoppers and locals to become more engaged with the PLATFORM brand and stay up to date on events calendar, retailer news/sales, etc through our PLATFORM social communities and website.

The Revolving Shop

PLATFORM The Revolving Shop - curated by our marketing agency, (No Subject) -

will be an ever-evolving pop-up space to test creative, forward-thinking concepts

at PLATFORM, whether it be new retail storefronts, gather notable influencers or

providing a workspace for the community to create, work and inspire.

InitiativesCreative’s Dinners: Curated monthly Creative’s Dinners, securing notable Los Angeles and New York influencers to host and invite 15-20 notables to enjoy a delicious meal, engage and network with others. This is an excellent opportunity for PLATFORM food & beverage tenants to garner new customers, and retail tenants to do strategic gifting.

Art Studio/Installations: A gallery-esque environment for the more traditional art shows and installations.

Creative Workspace: When the space isn’t booked for an event, it will be open to the public at no cost and converted into a creative work environment where people can come work and spend the day. Targeting the (huge) freelancer community in LA who work from home, this will be a free and/or low cost opportunity to work out of their home, in a community space, with other creatives.

Fashion & Design Student Presentations: During LA Fashion Week, we will partner with local fashion schools to showcase student designs during peak fashion event seasons, including Fashions Night Out & Fashion Week.

New Retail Concepts: Partner with unpredictable brands & creatives to develop forward thinking retail concepts and partnerships.

David Fishbein

Innovative Retail Partners

5557 6th St, Suite 1310

Los Angeles, CA, 90036

p. 925. 708.4388

f. 925. 299.8421

[email protected]