©2017 Rochester Downtown Alliance. All rights reserved. EVENT RECAP 2017
©2017RochesterDowntownAlliance.Allrightsreserved.
EVENT RECAP 2017
©2017RochesterDowntownAlliance.Allrightsreserved.
Thursday, Friday & Saturday February 16, 17, 18
Thursday 5-9 p.m., Friday & Saturday 4-10 p.m. Peace Plaza, Downtown Rochester, MN
SOCIALICE 2017 EVENT RECAP
Mission: To produce a distinctive winter event that encourages activity in downtown Rochester.
Objectives
1. Foster collaborative partnerships with downtown restaurants, bars and businesses. 2. Utilized by other organizations as a marketing tool for Rochester. 3. Promote vibrancy in downtown Rochester during winter months.
Impact on Attendees Number of people who:
• Have a changed perception of winter outdoor vitality in downtown Rochester • Enjoyed a meal or shopping in downtown before or after SocialICE • Felt a greater sense of belonging in the Rochester community
PARTICIPATING BARS & THEMES
The Adams Family Prince Jurassic Pub
Beauty and the Beast8 – Bit Video Game
The Great Gatsby
The Little Mermaid
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Businesses partnering with the event
had the opportunity to purchase an ice
sculpture to be displayed on the Peace
Plaza. This was a unique way to
advertise and add to the ambiance of
the event.
LARGE SCALE ICE SCULPTURES
Mayo Clinic & Minnesota Super Bowl Committee
Collins Orthodontics
Kraus-Anderson Construction
TedX
Think Bank
©2017RochesterDowntownAlliance.Allrightsreserved.
WALL OF ICE
The Walk of ICE received a new look this
year. It changed from individual sculptures
into one big Wall of ICE featuring 17 local
businesses. Originally, the Wall of ICE was
8-feet wide by 15-feet tall, but due to warm
weather the design was modified to a safer
size for the temperatures.
PARTICIPATING BUSINESSES
©2017RochesterDowntownAlliance.Allrightsreserved.
EVENT PARTNERS
Premier Partner – Mayo Clinic & Minnesota Super Bowl Host
Committee
• Celebrating the 2018 Super Bowl Theme – Bold North • Super Bowl 52 Branded Selfie Station
o 585 Photos Taken • Viking’s Chad Greenway present on Friday evening • Mayo Clinic giveaway opportunity – onsite
registration
RSP Architects – The Heart of the City
• Engaged meaningfully with about 50 attendees • RSP Team - 15 representatives over the 3 days
Heating Partner – Kraus-Anderson Construction
• New this year – Kraus- Anderson provided wood and four fire pits
• Great feedback from event attendees & high level of use
• Intentions to continue partnership in 2018
Photo Station Partner – Think Mutual Bank
• Ice sculpture designed by Think Mutual Bank Employee
• Time-lapse video taken by Metro Ice Sculptures • #SocialICE photo contest highlighted Think Mutual
Bank ice sculpture • Grant prize - $200 Think Bank Visa Card
©2017RochesterDowntownAlliance.Allrightsreserved.
VOLUNTEERS
ENTERTAINMENT
R. Fleming Construction • Thursday night • Handed out voting chips
& collected event surveys Love Your Melon (University of Rochester Crew)
• Friday night • Handed out voting chips
& collected event surveys Rochester Honkers
• Saturday night • Greeted guests • Handed out event
brochures
Thursday • DJ 3J 5-9 p.m.
Friday • DJ Joey Smoke 5-10p.m.
Saturday • DJ Gavin Boss 4-10p.m.
Projection Wall • Featuring
o Live pictures from event attendees
o Thanks to partners and volunteers
o Event partner messaging
Entertainment Partner Apollo Music Group
©2017RochesterDowntownAlliance.Allrightsreserved.
CONTESTS
SocialICE Ice Bar Champions Cup • Voting based on:
o Theme o Drinks o Overall experience
• 1,925 total votes (vs 1,552 in 2016 & 1,151 in 2015)
• 2017 Ice Bar Champions: Dooley’s Pub with Beauty and the Beast
#SocialICE Photo Contest • 546 pictures registered (vs 465
in 2016 & 880 in 2015) • Chance to win a $25 gift card
from a participating establishment & $200 Think Bank Gift Card
Love Your Melon Contest • 546 pictures registered (vs 465 in 2016 &
880 in 2015) • Chance to win a Love Your Melon beanie • Intentional partnership due to volunteer
program
©2017RochesterDowntownAlliance.Allrightsreserved.
293 SocialICE Event Surveys were completed. Percentages are taken from those who selected “Strongly Agree” or “Agree” as an answer.
POST-EVENT SURVEY RESULTS
EVENT ATTENDANCE
46,000
35,00039,500
05,00010,00015,00020,00025,00030,00035,00040,00045,00050,000
EventYear
SocialICEAttendanceTotals
2015 2016 2017
82% of attendees were residents of Rochester
40% of attendees were Mayo Employees
71% felt more connected to the Rochester community after attending SocialICE
79% are motivated to seek out more activities in downtown Rochester during the winter months
80% visited at least one shop or restaurant while downtown for SocialICE
74% of attendees heard about SocialICE through social media
38% of attendees heard about it through the news and media
49% of attendees spent $1-$24 while downtown for SocialICE
30% of attendees spent $25-$49 while downtown for SocialICE
Estimated Economic Impact of SocialICE:
$ 1,301,121
©2017RochesterDowntownAlliance.Allrightsreserved.
MARKETING
Traditional Media • Traditional Media
o TV Partnership CW Rochester § 150 30-second promos
o Radio Partnership: Townsquare Media
§ On Air Campaign with KROC-FM, KWWK-FM and KYBA-FM
§ 80 live mentions per station, from 2/6 – 2/18
§ 80 :30 second recorded promos from 2/6 – 2/18
o Print: Shop Rochester Magazine § Full page ad in February
edition o Billboard and Poster
§ Posters distributed to 125 locations in Rochester
§ Skyway Billboards in 3 locations stocked with event brochure/flyer from January 15 – February 16
§ NEW SocialICE Branded Information Kiosk (concept art below)
§ 6’ x 3’ banners on display at two locations
©2017RochesterDowntownAlliance.Allrightsreserved.
Digital • Online
o RDA Website (Jan. 1 – Feb. 22, 2017 vs Jan 1. – Feb. 22, 2016) § Overall
• Sessions, +13.26% (54,103 vs 47,769) • Users, +14.21% (38,904 vs 34,063) • Pageviews, +3.20% (89,010 vs 86,253)
§ /socialice (all pages dedicated to SocialICE) o Pageviews, -9.35% (20,112 vs 22,186) o Unique Pageviews, -5.22% (17,674 vs 18,648) o Avg. Time on Page, +29.93% (00:03:34 vs 00:02:45)
§ RDA Blog, + 11.84% (680 vs 608) • Post-Bulletin Online
o PB online homepage (desktop and mobile) half page banner o 35,000+ impressions (estimate)
• Community Calendars o Event added to 30+ online calendars
• Video o 30 Second Teaser
§ Total Views: 1.4k views o Specialty Drinks
§ Total Views: 11.3k views
©2017RochesterDowntownAlliance.Allrightsreserved.
Social Media • Consistent posting on three major social media channels • NEW Ads (example right)
o Facebook/Instagram § Date Range Jan 25 – Feb 18 § Objective: Reach § Total Reach = 41,996 § Impression = 67,161 § Ad Targeting: Twin Cities Metro § Total Spend: $150
o Twitter § Date Range: Jan 25 – Feb 18 § Objective: Reach § Impression = 11,694 § Ad Targeting: Twin Cities Metro § Total Spend: $61.03
• Contests (hosted on Facebook, with communication support from Twitter and Instagram)
o Social Media Contest 1, “Love Your Melon” § Comment to win § Likes: 137 § Comments: 131 § Total Spend: $2.81
o Social Media Contest 2, “Specialty Drinks Video” § Share to win § Shares: 246 § Likes: 213 § Total Spend: $0.84
• Facebook Event Page w/Boost o Objective: Reach and Event Responses o Ad Targeting: Twin Cities Metro o Reach: 4,054 o Results: 144 event responses o Impressions: 8,981Total Spend: $50
©2017RochesterDowntownAlliance.Allrightsreserved.
Event Generated Media Television Pre-event and live event coverage from all 4 major TV stations and addition of Twin Cities WCCO (CBS):
• KIMT (CBS) • WCCO (CBS)
o 2/7 – Midday segment o 2/15 – Morning segment (photo below)
• KAAL (ABC) o 2/17 – Live On Location 6:00pm Newscast (photo below)
• KTTC (NBC) • NEW KSMQ PBS on location tapping of R-Town (photo below)
©2017RochesterDowntownAlliance.Allrightsreserved.
Print • Post Bulletin (Daily Circulation)
o Front page story, full headline with picture (week of event)
o Front page story, full headline with picture
o Front page story with picture o Multiple other feature stories
• Rochester Magazine o February issue “Shortcuts”
feature (full page) • Shop Rochester
o Full page ad, online ad, and front cover mention
Radio
• 2-5 minute interviews on: KROC am o On air mentions: KROC-FM,
KROC-AM, KWWK-FM, y105-FM
Online/Social Media
• RCVB
o Twitter
o Blog Post
• NEW Minnesota Monthly
o Facebook
o Twitter
o Blog Post
• Quick Country 96.5
o Facebook
o Blog Post
• 507 Magazine
o Twitter
o Blog Post
• Minnesota Super Bowl Host
Committee
o Twitter
©2017RochesterDowntownAlliance.Allrightsreserved.
Save the Date for SocialICE 2018!
February 8, 9, 10*
*Subject to change