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Pittsburgh Downtown Partnership
2013 IDA Downtown Achievement Award Submission
Peoples Gas Holiday Market• The Peoples Gas Holiday Market was presented by the Pittsburgh Downtown
Partnership daily from Saturday, November 24 through Sunday, December 23, 2012 in Market Square, Downtown Pittsburgh.
• The purpose of the Market was to provide a new, on-going holiday destination in the heart of Downtown Pittsburgh, as well as to expand economic opportunities for existing Downtown restaurants and retail venues.
• The Market featured 16 high-quality international and regional vendors selling handmade items, unique collectables, edible gifts and imported European items.
• A performance stage featured European music, holiday carolers, regional school choirs, performing arts groups and local singer-songwriter acts.
• A 500 square foot Santa’s House was erected and Santa was available daily for photos that were provided in return for a donation to the Greater Pittsburgh Community Food Bank.
• The PDP staffed an Information Booth providing directions, information on Downtown destinations and additional Downtown programming.
Vendors• 16 total vendors
represented a wide variety of handmade items, Eastern European crafts, food, Pittsburgh-specific merchandise and much more
• Vendors were international, national and regional
• All vendors have reapplied to participate in 2013 and indicated that the experience was extremely successful
Entertainment
• During the week, performances were scheduled during lunchtime
• Evening and weekend performances were scheduled for Thursday – Sunday
• Performers included:– Regional school show choirs
and Glee clubs– Ethnic performing arts
groups including German Oompah Bands and Eastern European musicians and performers
– Local Dance Troupes– Singer/Songwriters
Santa’s House & The Greater Pittsburgh Community Food Bank
• 500 square foot Downtown Pittsburgh home was constructed for Santa
• Santa’s House was a partnership with the Greater Pittsburgh Community Food Bank– In order to visit with Santa and receive a free
photo, visitors made either a donation of cash or canned goods
• Santa was available to visit 7 days a week during specific hours
• The Food Bank provided volunteers to collect donations and provide the photo voucher
• The PDP contracted with a company who produced the photos on-the-spot
• The PDP also provided Santa Clause and Elves
• Over 6,500 photos were distributed throughout the market season
• More than $25,000 cash and truckloads of non-perishable food was raised to support the work of the Food Bank
Media Coverage• Media Coverage began early with a press conference to announce
the event in June 2012, with an additional press event on November 1, 2012 to promote Light Up Night and the Holiday Market
• Greater than 350 stories were generated relating to Light Up Night and the Holiday Market in 2012
• Weekly live spots promoting the Peoples Gas Holiday Market appeared on Pittsburgh Today Live throughout November and December, a daily news magazine on KDKA – TV, the Pittsburgh CBS affiliate
• 2 magazine-sized inserts were placed in the Pittsburgh Tribune Review Sunday paper, reaching more than 400,000 subscribers
• Considerable investments were made in traditional print advertising• A small sampling of earned coverage included:
Market Square To Be Transformed Into European Holiday Marketplace - KDKA TV – November 1, 2012Consider a short trip to Pittsburgh or Frankenmuth for holiday shopping fun – Cleveland Plain Dealer, November 17, 2012Jolly Markets in Germany + 10 For the Road – Philadelphia Inquirer, November 25, 2012Market Square puts on its Yuletide flair – Pittsburgh Tribune Review, November 30, 2012A merrier Christmas: Market Square is now a seasonal slice of Germany – Pittsburgh Post-Gazette, December 1, 2012Pittsburgh Holiday Market is shopping and more – The Herald, Sharon, PA, December 12, 2012
Peoples Gas Holiday Market Represents a Major Extension of Previously Existing PDP Holiday
Activities• PDP traditionally presents Light Up Night:
– Occurs the Friday & Saturday prior to Thanksgiving and is often viewed as the kick-off to the Holiday Season in Western Pennsylvania
– Upwards of 800,000 people attend events during these two days• PDP traditionally presents The Season of Lights – a choreographed
light display, set to music in Market Square (the town center of Downtown Pittsburgh)
• PDP also has traditionally coordinated Holiday Saturday activities which occurred throughout December and include: horse-drawn carriage rides, children’s entertainment and a holly trolley delivering guest to various shopping locations in Downtown Pittsburgh
The Peoples Gas Holiday Market provided a reason to come to Downtown Pittsburgh during the Holiday
Season for 30 continuous days.
Results
• Attendance– Average weekday 5,000 – 7,000– Average weekend 10,000 – 15,000– Total estimated attendance 350,000
• Economic Impact– 80% of people visiting the Holiday Market made purchases
and spent an average of $100 at the market over the 4 weeks, these visitors contributed more than $500 each to the Downtown economy by spending on average over $325 at Downtown stores and over $215 at Downtown eateries
– 51% of attendees were Downtown with the purpose of their visit to shop, versus 17% to work
– The merchants in Market Square unanimously stated that the Holiday Market had a noticeable positive impact on their sales during the Holiday season and over 27% of the Merchants surveyed stated that they saw a 51-100% increase in sales from the previous Holiday season
Support
• The Peoples Gas Holiday Market received a variety of support including:– Title sponsorship provided by Peoples Natural
Gas– Foundation support by Laurel Foundation &
Colcom Foundation– In kind support from Desmone & Associates
Architects, various local trade organizations and businesses
– Media sponsorship provided by The Pittsburgh Tribune-Review, KDKA – TV and Steel City Media
– Additional revenue was derived from the rental of the chalets
2013 Peoples Gas Holiday Market Plans
• Increase Support to the Greater Pittsburgh Community Food Bank– Sale of bottled, branded water– Digital photos from Santa’s House (allowing for social sharing and greater
reach)
• Double the number of chalets and vendors• Addition of an anchor vendor chalet (much larger in scale)• Construction of a customized stage with greater entertainment offerings• Holiday Market will open a week earlier, the day after Light Up Night
– Kick-off to include a Volunteer and Vintage Fire Truck Parade which will deliver Santa to his Downtown Pittsburgh home, thus opening the 2013 Peoples Gas Holiday Market
• Holiday Market will anchor a first-ever Downtown Black Friday Holiday Campaign– Will include increased marketing budget, encouraging shopping in the central
business district– Will also include free parking in Pittsburgh Parking Authority Garages
• Going Green – Santa’s house and the lighted sphere tree in Market Square will be powered by solar panels attached to Santa’s House.
Peoples Gas Holiday Market
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