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Pikeplacemarket.Org · Pikeplacemarket.Org P: 206.682.7453 · F: 206.625.0646 · 85 Pike Street, Room 500 · Seattle, WA 98101 Market Programs Committee Meeting Agenda Date: Tuesday, May 8, 2018 Time: 4:00 p.m. – 6:00 p.m. Location: The Classroom Committee Members: Betty Halfon (Chair), Patrice Barrentine (Vice-Chair), Gloria Skouge, David Ghoddousi, Colleen Bowman, Paul Neal and Mark Brady 4:00pm I. Administrative Chair A. Approval of Agenda B. Approval of the Market Programs Committee Meeting Minutes for April 10, 2018 4:05pm II. Announcements and/or Community Comments Chair 4:10pm III. Programs and Marketing Report Justin Huguet 4:40pm IV. Reports and Discussion Items A. 2018 Daystall Craft Recruits David Dickinson and Maggie Mountain B. Farm Program 2018 Leigh Newman-Bell and Zack Cook 5:40pm V. Action Items 5:55pm VI. Resolutions to be Added to Consent Agenda Chair 5:50pm VII. Public Comment Chair 5:55pm VIII. Concerns of Committee Members 6:00pm IX. Adjournment Chair Pike Place Market Preservation & Development Authority (PDA) · [email protected] · pikeplacemarket.org P: 206.682.7453 · F: 206.625.0646 · 85 Pike Street, Room 500 · Seattle, WA 98101 Market Programs Committee z Meeting Minutes Tuesday, April 10th, 2018 4:00 p.m. to 6:00 p.m. Classroom Committee Members Present: Patrice Barrentine, Gloria Skouge, David Ghoddousi, Colleen Bowman, and Paul Neal Other Council Members Present: Staff/ Consultants Present: Mary Bacarella, Karin Moughamer, Justin Huguet, Kalyn Kinomoto, Aliya Lewis, Scott Davies, David Dickinson, Zack Scott, Maggie Mountain, John Turnbull Others Present: Howard Aller, Chris Scott, Haley Land The meeting was called to order at 4:03 pm by Patrice Barrentine, Vice-Chair. I. Administration A. Approval of the Agenda The agenda was approved by acclamation. B. Approval of the Market Programs Committee March 13th, 2018 Minutes The March 13th, 2018 meeting minutes were approved by acclamation. II. Announcements and Community Comments Howard Aller asked if the DSA concerts are moving forward and if it’s known who will be performing. Howard wants to ensure it’s a diverse line-up. III. Programs and Marketing Report Justine Huguet began the marketing report with a video created on Daffodil Day. Justin continued with an overview of the event, which is in its 21st year in which 9,000 daffodils were handed out in 19 downtown locations by 43 volunteers. The event was shared 335 times, receive 5,616 likes and reached 41,375 just through the Market social media. Unpaid press had a circulation of 9,849,900 and was liked by over 600,000. Justin recapped March – April marketing statistics and highlights which included: The grand opening of Pasta Casalinga Mayor Jenny Durkin’s visit to the Market on March 21st and a social media post of her with Pike Place Fish had 1,267 likes The Market farm team’s visit to Nash’s Organic Produce, a farmer that has regularly sold at the Market. Master artisan and community service award for Chuck Pefley shared on social media Pike Place Market Preservation & Development Authority (PDA) · [email protected] · pikeplacemarket.org P: 206.682.7453 · F: 206.625.0646 · 85 Pike Street, Room 500 · Seattle, WA 98101 Market Easter basket social media giveaway to promote a number of Market businesses, which received 175 comments in just over two hours and 1,228 likes April Fool’s shared on social media of an archival photo of the Market with a sign photoshopped in that says “Gum Wall” and a lot of people fell for it. Justin Huguet continued by showing social channels and website metrics from March 2016 to March 2018 with a huge increase in Instagram followers and website visits, which are attributed to organic content created by the Marketing team and paid advertising. Justin showed examples of the current paid social and digital campaign, which will run each week May-October and will reach 1.8M impressions at a cost of roughly $18,000. The cost is less than a tenth of a penny on a mobile device and a penny for social media. The Market is able to reach people where they are each week that are tuned into the season schedule of what is fresh and holiday’s that are coming up. This is the first year that a campaign like this has been used. The campaign is aimed at Seattle shoppers ages 30-65 within a 2-mile radios from the Market, .5 mile radius from the Regrade, South Lake Union, and First Hill Farmers Markets, and geo-farmed Seattle customers that previously visited the Market. Kalyn Kinomoto recapped commercial filming’s over the last month. There were 23 commercial filming inquiries from mid-March through mid-April with 11 executed, including Starbucks, Seattle Seawolves Rugby, ChefSteps, Visit Seattle, BuzzFeed, Combatant Gent, Seattle Sounders FC, Sheraton Seattle Hotel, CW Network, BBC Wales, and Microsoft. From these eleven requests $4,400 in revenue was generated with several having fees waived due to good cross promotional value and they were not using the PPM in their advertising. Anything remaining in merchant shops had their fees waived as well. Kalyn noted quiet filming season has ended and hopes the revenue will increase throughout the year. Kalyn continued with an overview of first quarter press. During the first quarter unpaid publicity included ten feature stories with a total circulation over 12 million, 39 different mentions for a total circulation of nearly 19 million with notable stories including Puget Sound Business Journal, Seattle Magazine, Seattle Business Magazine and Tacoma News Tribune. Total circulation is just under 32 million. Colleen Bowman asked how pricing is set for film requests. Kalyn Kinomoto responded she set guidelines when she started and it’s broken into sports and celebrities, tourism, editorial, network programs and or advertising. When Clock and Sign are requested the price is always $1,500. Location fees start at $500 with a $100 admin charge and a $40 per hour security charge and that covers either Kalyn’s time or a security officer. Kalyn was not able to identify a resolution setting prices so she developed one. Mary Bacarella added it’s a balance to determine promotional value to the organization in setting rates. Feature film rates will be significantly higher compared to other uses and there are a number of factors to take into consideration. Colleen Bowman asked when the trademark fee resolution was set. Kalyn Kinomoto believes it was part of the same resolution from 2011. Colleen wonders if it’s time to reconsider those rates. Kalyn responded it’s on her list to consider. IV. Reports & Discussion Items A. MarketFront Summer Programming Before Justin began Mary Bacarella noted this is a continuation of the presentation from last month but farm, daystall and Marketing added more information to make it a stronger program. Justin Huguet began by reviewing the successful programs held in 2017 which included MarketFront Grand Opening, Caspar Babypants benefit concert for PMCC, Seattle Made Market Day, Stockings & Stuffers, Sunset Supper, Behind the Table, and two private events for Russell Investments and Miller Hull. Many lessons were learned, including: Interdepartmental collaboration is vital Partnerships with external organizations, such as Market Foundation and Pike Market Child Care, amplify efforts and audiences Programs for Market stakeholders increase goodwill and provide unique programming Private events supplement calendar and fund future events Outside organizations require PDA management – facilities, security, operations, daystall and marketing Pavilion could use further activation in shoulder seasons (October – April) Shoppers responded to activation in the north Pavilion Weather/wind is a major factor in deciding on programming Peak season saw extensive natural use of pavilion/plaza Justin continued with outlining challenges in activation and programming, which includes: Leak and closure of stairs on north side of MarketFront No installations for more than three days without MHC approval Amplified sound requires MHC approval Local residents – noise Signage – lack thereof, comprehensive wayfinding needed. More to come next month. Trip hazards on stadium stairs and wooden deck Liquor control board, PDA liability The 2018 goals for MarketFront activation and programming includes: Further integrate the MarketFront into the overall Pike Place Market feel Draw visitors from busy Pike Place and Arcade onto MarketFront via points of entry to spread crowd and reduce bottleneck during peak season Create new reasons for downtown residents, workers, Seattle locals and regional visitors to visit/shop at Pike Place Market Increase duration of visits Increase frequency of visits during shoulder season Continue testing new MarketFront spaces (Pavilion, plaza, promenade) as venues for special events and integration into existing programs Develop partnerships with local organizations to provide additional programming Justin Huguet reviewed the proposal to partner with the Downtown Seattle Association Summer Sounds which would include eight concerts at the base of the grand staircase on MarketFront on Wednesdays in July and August. Justine reviewed the benefits of working with DSA and what they offer for the fee. Zack Cook is presenting the proposal to MHC at the end of April. The budget is $3,900 per show and includes artist and booking fee, tech/audio services, event management and promotion. The total for eight shows is $31,200. Last year about 1,300 locals attended each concert. Colleen Bowman asked Zack Cook where he is with the MHC process. Zack responded he is preparing a packet of information for presentation at the end of April. Colleen wondered if the DSA could support the PDA at MHC. Mark Brady asked if there are security costs associated with these concerts. Mary Bacarella responded security is included in the general cost of doing business at the Market. Justin Huguet added the goal is to draw people down to the MarketFront, pulling them away from busier areas of the Market.
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