©2017 Rochester Downtown Alliance. All Rights Reserved

EVENT RECAP

2017

SOCIALICE 2017 EVENT RECAP Thursday, Friday & Saturday February 16, 17, 18 Thursday 5-9 p.m., Friday & Saturday 4-10 p.m. Peace Plaza, Downtown Rochester, MN

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

Prince Jurassic Pub The Adams Family The Great Gatsby

8 – Bit Video Game Beauty and the Beast The Little Mermaid

LARGE SCALE ICE SCULPTURES

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.

Mayo Clinic & Minnesota Super Bowl Committee

Collins Orthodontics

Kraus-Anderson Construction

TedX

Think Bank

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

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

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

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

RSP Architects – The Heart of the City

• Engaged meaningfully with about 50 attendees • RSP Team - 15 representatives over the 3 days

VOLUNTEERS

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

ENTERTAINMENT

Entertainment Partner Apollo Music Group

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

CONTESTS

#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

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

EVENT ATTENDANCE

SocialICE Attendance Totals

50,000 46,000 45,000 39,500 40,000 35,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Event Year

2015 2016 2017

POST-EVENT SURVEY RESULTS

293 SocialICE Event Surveys were completed. Percentages are taken from those who selected “Strongly Agree” or “Agree” as an answer.

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

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

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

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

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)

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

Save the Date for SocialICE 2018!

February 8, 9, 10*