partner with chelsea piers · 2. demographic profile: gender • male = 55% • female = 45% 3....
TRANSCRIPT
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PARTNER WITH CHELSEA PIERS
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TABLE OF CONTENTS
Introduction .......................................................................................................................... 1
Visitation ................................................................................................................................ 2
Chelsea Piers and Venues Overview ......................................................................... 3-8
Customer Demographics .................................................................................................. 9
Current and Past Sponsors ..................................................................................... 10-11
Past Experiential Marketing Partners ............................................................................12
Advertising Opportunities ........................................................................................ 13-18
Email & Website Access .......................................................................................... 19-21
Promotions .................................................................................................................. 22-23
Event Sponsorships .........................................................................................................24
Sampling, Product Display, Experiential Marketing ............................................ 25-29
Pop Up Retail .....................................................................................................................30
Onsite Branding ......................................................................................................... 31-32
Business Entertaining ......................................................................................................33
Contact Information ..........................................................................................................34
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INTRODUCTION
Advertisers, Sponsors and Partners can align with the most prestigious amateur sports facility in the world to secure
a powerful branding and advertising presence at one of New York City’s top destinations for active-lifestyle
adults, families and children. Chelsea Piers represents an ideal opportunity for advertisers and sponsors to
showcase their brands to a highly targeted demographic, build brand equity and drive sales.
• Minimize wasted impressions by focusing your message to a highly targeted demographic
of prospects that are most likely to buy your products and services.
• Deliver your message in an uncluttered environment so that it will be seen by the consumer
and stand out from the competition.
• Generate buzz and excitement around a brand and new product lines through a variety
of promotional programs, including sampling and experiential marketing events.
• Align your brand with one of your target consumer’s passion points – Chelsea Piers.
• Sponsors can secure category exclusivity.
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CHELSEA PIERSA NEW YORK CITY DESTINATION
SITE 2018 VISITS FOUNDED
Metropolitan Museum of Art 7.4 million 1872
National September 11 Memorial & Museum
6.6 million 2011
Museum of Natural History(including The Rose Center for Earth & Space) 5.0 million 1877
Statue of Liberty/Ellis Island 4.3 million 1886
CHELSEA PIERS 4.0 MILLION 1995
Madison Square Garden Arena 4.0 million (2017) 1879
Yankee Stadium 4.0 million 2009
Empire State Building 3.8 million 1931
Museum of Modern Art 2.8 million 1929
Top of the Rock 2.6 million 2005
One World Observatory 2.4 million 2015
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CHELSEA PIERS OVERVIEW
Chelsea Cove/Hudson River Park
Sky Rink
Chelsea Piers Fitness
Pier Sixty Event Center
The Lighthouse Event Center
The Golf Club
Current
Bowlmor
The Field HousePier 62
Pier 61
Pier 60
Pier 59
23rd StreetVehicular Entrance
24th Street
11th
Ave
.
23rd Street
17th StreetMaritime Center
West Side Highway
• Chelsea Cove Park (Pier 62)
• The Field House (Headhouse)
• Silver Screen Studios (Film & TV)
(Headhouse)
• The Lighthouse Event Center (Pier 61)
• Sky Rink (Pier 61)
• Pier Sixty Event Center (Pier 60)
• Chelsea Piers Fitness (Pier 60)
• Bowlmor (Headhouse, Bowling)
• Pier 59 Studios (Fashion Photography)
• The Golf Club (Pier 59)
• Current Event Center (Pier 59)
• Maritime Center
• Restaurants/Retail
Chelsea Piers delivers one of the largest concentrations of active-lifestyle sports enthusiasts in the New York Metropolitan
area, multiple sports venues, and high-traffic public spaces. With five dedicated sports venues and three event centers
spanning six city blocks, Chelsea Piers offers golf, ice hockey, a high-end fitness club, indoor soccer, basketball, bowling,
rock climbing, summer sports camps and much more.
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THE FIELD HOUSE
• Gymnastics - New York City’s largest and best-equipped gymnastics training center
• Rock Climbing - Specially designed for children, teens and adult beginners
• Soccer - two artificial-turf playing fields for adult and youth leagues and clinics
• Basketball - two hardwood basketball courts for adult and youth leagues and clinics
• Batting Cages - Four batting cages
• Dance - Adult and youth programs
• Pre-school Programming
• Daycare - Five-room childcare center
• Corporate Team Building - Over 3,500 participants per year
• Birthday Parties - Over 1,000 birthday parties per year
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CHELSEA PIERS FITNESS
• Running - 1/4-mile indoor track, 200-meter banked competition track
• Swimming - 6-lane, 75-foot swimming pool
Whirlpool spa
• Basketball + Volleyball - 3 hardwood basketball/volleyball courts,
NYC’s only indoor sand volleyball court
• Cardiovascular + Strength Training - 14,000-sq.-ft. strength area
with turf field, 6,000-sq.-ft. cardio training area, Olympic lifting and
weightlifting platforms
• Personal Training - 30+ certified trainers with a wide range of
expertise
• Fitness Studios - 5 studios with 140+ classes/week, including
Breakaway cycling, Evolve Yoga, Pilates, TRX and more
• Evolve Barre - 20+ barre classes/week (open to non-members)
• Indoor Rock Climbing Wall - 11,000-sq.-ft. rock climbing wall,
Adjacent bouldering wall and cave
• Hudson River Sundecks - 2 outdoor sundecks overlooking the
Hudson River
• Boxing - Boxing ring and training bags
• Sauna, Steam Rooms + Massage - Expansive locker room
facilities with sauna + steam rooms and massage services
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THE GOLF CLUB
• 4 tiers - 52 heated and weather-protected hitting stalls
• 200-yard fairway
• Automatic ball tee-up system
• Golf Academy with 13 teaching professionals - 2,000 square foot indoor training center
• 2 putting greens - Indoor and Outdoor
• 2 Full Swing Simulators - 51 Championship courses from all over the world
• 2 meeting/event spaces
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SKY RINK
• 2 Indoor Ice Rinks
• Ice Hockey
• Figure Skating
• General Skating
• Skating School
• Private Event Space (Sunset Terrace)
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TENANTS AND OTHERS
• Pier Sixty, The Lighthouse & Current Event Centers Accommodates gala dinners, corporate meetings,
weddings, bar/bat mitzvahs, trade shows and
product launches
• Bowlmor 40 state-of-the-art lanes, computerized scoring, music,
league play, café and grill, and an amusement arcade
• The Maritime Center Luxury Yachts and dinner cruises
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THE CHELSEA PIERS CUSTOMER
1. DEMOGRAPHIC PROFILE: User Groups
Frequent Users
• League Participants
• Adults & Children Enrolled in Classes & Camps
• Avid Golfers
• Chelsea Piers Fitness Club Members
Destination Users
• Recreational Customers:
Golf
Batting
Bowling
Day Pass Users at Chelsea Piers Fitness
Pick-up Basketball & Soccer
Birthday Party Attendees
• Corporate Event Attendees
2. DEMOGRAPHIC PROFILE: Gender
• Male = 55%
• Female = 45%
3. DEMOGRAPHIC PROFILE: Market Segments
• Parents and their Children (30-55)
• Millennials (22-39)
• “Corporate New York”
• Affluent
• Educated
4. PSYCHOGRAPHIC PROFILE
• Active-Lifestyle
• Early Adopters
• Influencers
• Competitive
• Demanding
5. WHERE DO THEY LIVE
• 74% Manhattan
• 14% Brooklyn
• 12% Other
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OFFICIAL SPONSORS OF CHELSEA PIERS
BEVERAGES WATER BANK & CREDIT CARD
CRUISE LINE HEALTH & WELLNESSHEALTH INSURANCE
CYCLING GOLF APPAREL WASTE & RECYCLING
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PAST SPONSORS
ATHLETIC ENERGY FOOD
®
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EXPERIENTIAL MARKETING PARTNERS
PRODUCT LAUNCHGeneral Mills - Box Tops For Education
Kellogg’s - Marshmallow Blasted Fruit LoopsLaunch & Pokemon Cereal
Cannon - Mobile UnitArm & Hammer - Blue Box
Biotherm - Aqua SportPolo Ralph Lauren - Fragrance
Royal Caribbean - Explorer Of The SeasMattel - Barbie Sport Initiative
The North Face - Tekware IntroductionBanana Boat Suntan Lotion
Tag Heuer - Diving Event - Diving WatchBlack Swan - Wine LaunchGravity Hills - Wine Launch
Game Show Network - Dodgeball PromoAqua Leisure/First Fitness - Children’s Fitness Products
Panasonic - Camcorder LaunchCoca-Cola Brands, Fuze, Sprite, Coke Zero Sugar,
Powerade Ion4 and OthersGlidden Paints
Verizon FiosCorePower • Yup!Milk
Playtex Sport
PRODUCT DISPLAYFord
Daimler ChryslerBMW
Dr. Scholl’sPolar Heart Rate Monitors
AudiMini
SAMPLINGPfizer - Neosporin • Dunkin’ Donuts
Starbucks Coffee • Morningstar FarmsMrs. Paul’s Fish N’ Dips • Unilever — All Detergent
Quaker Oats • Got Milk?Reebok • New Balance
Pirate’s Booty • Hill’s Pet FoodSusie’s Super Club • Fresh WaveStonyfield • Chobani • Smucker’s
Zicam • Hi-ChewHonest Tea • Hubert’s Lemonade
MOBILE TOURSSeaworld Orlando
Mattel — Matchbox Across AmericaClub Med
Air JamaicaFuji Photofilm USA Digital Experience
Dell Total Business Truck TourNational Geographic Photo Tour
Charmin PottypollozaYu-Gi-Oh! ‘Time 2 Duel’ Tour
AT&T • Verizon FiosBubblicious Blow In Tour
Popcorn, IndianaShare A Coke
Old Navy – Tweet For Your FeetMicrosoft
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CHELSEA PIERS ACTIVATIONSADVERTISING - EAST FACADE
PIER 59 PIER 60 PIER 61
PIER 60 ENTRANCEVIEW: West from West 20th Street
Location West Side Highway from 22nd to 18th Streets (Pier 59, 60, 61)
Direction Parallel to the West Side Highway
Visibility Pier 59: Northbound and Southbound West Side Highway vehicle traffic.
Pier 60: Northbound and Southbound West Side Highway vehicle traffic
Pier 61: Northbound and Southbound West Side Highway vehicle traffic and vehicle traffic entering the West Side Highway heading south from 11th Avenue.
Size Three (3) Billboards 40’ high x 80’ wide
DEC 100,000+Also visible to southbound traffic.
Pricing $30,000 per month (net) per billboard.
Discounts available for multi-month commitments.
Note: The Chelsea Piers billboards are business signs. Specific criteria must be met in order for Chelsea Piers to accept advertising.
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CHELSEA PIERS ACTIVATIONSADVERTISING - SOUTH FACADE
Location West Side Highway
at 17th Street
Direction Faces south, towards
northbound traffic on
the West Side Highway
Visibility Northbound West Side Highway vehi-
cle traffic, vehicles entering the high-
way at 17th Street, runners and bikers
on the Hudson River bikeway/walkway
and limited High Line visibility.
Size 37’ high x 45’ wide
DEC 100,000 (Northbound)
Pricing $30,000 per month (net)
Discounts available for multi-month
commitments.
Note: The Chelsea Piers billboards are business signs. Specific criteria must be met in order for Chelsea Piers to accept advertising.
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CHELSEA PIERS ACTIVATIONSADVERTISING - LIGHTBOXES
Location Interior Garages
Pier 60, Pier 61
Chelsea Piers
Quantity Eight (8) double-sided lightboxes
Sixteen (16) faces
Size 7’ high x 11’ wide
DEC 10,000
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CHELSEA PIERS ACTIVATIONSADVERTISING - PEDESTRIAN WALKWAY
Locations Pier 60: Pedestrian Walkway (facing north)Pier 61: Pedestrian Walkway (facing north)
Quantity Two (2) Faces
Size 36’ 6” wide x 20’ 6” high
Illumination Dusk to midnight daily
DEC 10,000
Face North & South
Pricing$15,000/unit per month (net)Discounted rates available for multiple units.
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CHELSEA PIERS ACTIVATIONSADVERTISING - VIDEO SCREEN
The 30’ x 40’ Chelsea Piers Video Screen is in clear view of all Chelsea Piers visitors, as well as southbound
traffic on the West Side Highway (36.5 million individuals travel south past Chelsea Piers on the West Side
Highway each year). The color screen, which faces southbound traffic, can run either animated or video com-
mercials, text messages or static images. Messages run in 15 second to 1 minute increments over a 10-12
minute cycle from 6am - midnight daily. Messages can be changed periodically, providing Advertisers and
Sponsors with valuable flexibility in their communications strategy.
Video Screen time is determined based on the level of advertising or sponsorship commitment.
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CHELSEA PIERS ACTIVATIONSADVERTISING - VIDEO WALL
Location Main Level, Pedestrian WalkwayChelsea Piers, NYC
Direction Faces north, visible to pedestrians who enter Chelsea Piers at the Pier 62 main entrance.
Size 13’ w x 7.5’ h
Illumination 10:30am - 11:00pm daily
Display 30 second commercial spot with sound to play 4 times per hour.
DEC 10,000
This Full HD seamless plasma display provides high impact
advertising with sound to Chelsea Piers pedestrian traffic.
The state-of-the-art display can run commercials and movies
using Blu-ray or DVD video discs, or live HD cable televison.
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CHELSEA PIERS ACTIVATIONSEMAIL NEWSLETTERS
Each month, Chelsea Piers sends out 5-6 email newsletters to
over 50,000 customers and members. This includes venue specific
newsletters and CP eFriends, a complex-wide email. These email
newsletters update our customers on the latest programming,
upcoming events and exclusive offers at Chelsea Piers.
Sponsors of Chelsea Piers receive brand integration in these
newsletters, and can use them to support promotions for Chelsea
Piers customers or other initiatives. In addition, Sponsors have an
opportunity to target specific customers with dedicated emails.
Specific email newsletters are sent to members and customers
of each of the following venues:
• CP eFriends (complex-wide)
• Golf Club
• Field House
• Chelsea Piers Fitness
• Sky Rink
• Summer Camp
In addition, sponsors can also be included in Chelsea Piers
Facebook, Twitter and Instagram posts. Chelsea Piers has an
engaged and growing network of over 55,000+ fans and followers.
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CHELSEA PIERS ACTIVATIONSDEDICATED EMAILS
DELTAUNITED HEALTHCARE/OXFORD
BONOBOS
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CHELSEA PIERS ACTIVATIONSWEBSITE
The Chelsea Piers website receives over 1.2 million unique visits per
year. The site is an important resource for our customers, providing
them with league schedules, special events, monthly specials, and
program registration information. Chelsea Piers can integrate a
sponsor on its website in a variety of ways, depending upon the target
audience identified.
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CHELSEA PIERS ACTIVATIONSPROMOTIONS
Sponsors can target key prospects through a variety of promotional programs. All
programs can be supported via on-site POPs, the Chelsea Piers website, email
newsletters, the Chelsea Piers video screen, video wall and Facebook/Twitter/Instagram.
ENTER-TO-WIN SWEEPSTAKES:
NORWEGIAN CRUISE LINE PROMOTION
Chelsea Piers customers entered to win an all-expense paid Norwegian Cruise Line
vacation. The sweepstakes was promoted through the Chelsea Piers email newsletters
online at chelseapiers.com, on the Chelsea Piers Video Screen and in social media.
Chelsea Piers HomepageOver 1.2 million unique website visits per year
Social MediaEngaged and growing network
of over 55,000+ Facebook, Twitter and Instagram fans and followers.
Email Newsletters5-6 email newsletters to apx. 50,000 customers monthly
West Side Highway Video Screen
Viewed by 100,000+ people per day
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CHELSEA PIERS ACTIVATIONSPROMOTIONS continued
WELLNESS WEEK
Sponsored by Oxford/UnitedHealthcare and Chelsea Piers
To encourage New Yorkers to be more active, Chelsea Piers, in partnership with
UnitedHealthcare developed a series of Wellness Weeks that were held in January, April and
September. Group classes, including Breakaway Cycle, New You Yoga, adult gymnastics
and ice skating, were offered for $5 only per class.
To kick off the week, Chelsea Piers Fitness hosted “Cycle for Cystic Fibrosis” with former
NFL quarterback Boomer Esiason. Proceeds from the event went to support cystic fibrosis
research. Wellness Week was promoted through Chelsea Piers email newsletters, online
at chelseapiers.com, social media and local news outlets.
DIGITAL OUTREACH
EMAIL NEWSLETTERS
SOCIAL MEDIA PLATFORMSTop Left: Cycle for Cystic Fibrosis
Bottom Right: Boomer Esiason and UnitedHealthcare Health Plan
CEO Michael McGuire.
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CHELSEA PIERS ACTIVATIONSEVENT SPONSORSHIP
Chelsea Piers can connect sponsors with high-profile events at Chelsea
Piers. These events provide sponsors with an opportunity to promote their
brand and sample their product to a highly targeted audience.
Events take place throughout the year at all of the Chelsea Piers venues.
In addition, Chelsea Piers works with partners to develop and execute
customized events to meet their marketing objectives.
What follows is a representative sample of the wide range of events
and programs that take place at Chelsea Piers.
Field House
• Parents Week
• Youth Sports Festival
• Customer Appreciation Weeks
Golf Club
• Golf Fest
• Girls Night Out
• Friday Night Swings
• Member Appreciation Events
• Customer Appreciation Weeks
Sky Rink• Holiday on the Hudson
Skating Show
• ISI Figure Skating Competition• Chelsea Challenge International Hockey Tournament
Chelsea Piers Fitness
• Member Socials
• Rock Wall Events• Trivia Nights• Cooking Demos• Vino + Vinyasa
Sundeck Social 30 x 40 Poster
Girls Night Out at the Golf Club
Youth Sports Festival
Friday, December 14, 2018Holiday on the Hudson skating show features
performances by top regional and sectional figure skating champions, as well as group performances by Sky Rink’s
Youth Figure Skaters, and Skating School students.
ENTER FOR A CHANCE TO WIN TRAVEL FOR TWO ON DELTA AIR LINES!
No Purchase Necessary. Terms & Conditions Apply. Visit chelseapiers.com/holidaysweeps for full rules.
For more information or to enroll in Skating School, visit chelseapiers.com/skatingschool.
Join Skating School today and be part of the fun!
Rehearsals the Week of December 10.
HOLIDAY ON THE HUDSON IS A FREE EVENT.
Free raffle tickets will be available the night of the show for a chance to win exclusive prizes.
PRESENTED BY
HOH 30x40 2018.indd 1 10/19/18 3:14 PM
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CHELSEA PIERS ACTIVATIONSSAMPLING • PRODUCT DISPLAY • EXPERIENTIAL MARKETING
STONYFIELD
SMARTWATER ALKALINE + ANTIOXIDANT
YU GI OH!
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CHELSEA PIERS ACTIVATIONSSAMPLING • PRODUCT DISPLAY • EXPERIENTIAL MARKETING
SHARE A COKE CUSTOM CANS
PETFIT SAMPLING TENT
POWERADE ION4 LAUNCH
AT&T
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CHELSEA PIERS ACTIVATIONSSAMPLING • PRODUCT DISPLAY • EXPERIENTIAL MARKETING
CORE POWER
UNDER ARMOUR TEAM UA NEXT CHALLENGEHAWAIIAN AIRLINES
SAND VOLLEYBALL TOURNAMENT
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CHELSEA PIERS ACTIVATIONSSAMPLING • PRODUCT DISPLAY • EXPERIENTIAL MARKETING
DELTA “FLY LIKE A PRO”NORTHWELL HEALTH BALANCE & POSTURE SEMINAR
DELTA “NY IS GO RUN”HUBERT’S LEMONADE
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CHELSEA PIERS ACTIVATIONSSAMPLING • PRODUCT DISPLAY • EXPERIENTIAL MARKETING
JOHNNIE WALKER TASTING EVENTBASIS INDEPENDENT MANHATTAN
VERIZON FIOSPLAYTEX SPORT
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CHELSEA PIERS ACTIVATIONSPOP-UP RETAIL
ADIDAS BONOBOS
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CHELSEA PIERS ACTIVATIONSON-SITE BRANDING
Sponsors of Chelsea Piers receive a comprehensive signage package that includes:
9’ x 6’ Banners at the Field House
8’ x 3’ Dasherboards at Sky Rink
3’ x 1.5’ Logo Tags on double-sided Banners at Chelsea Piers Fitness
5’ x 3’ Banners at the Golf Club
Sponsor Display Logo at the Entrance of Chelsea Piers
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CHELSEA PIERS ACTIVATIONSCUSTOM ON-SITE BRANDING
364 sq.- ft. Mural at the Golf Academy
5.5’ x 40’ Fairway Tower Banners at the Golf Club
Tee Mat and Fairway Branding at the Golf Club
Elevator Door Wrap at Sky Rink
9’ x 8’ Parking Garage Entry Banners at the Golf Club
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Chelsea Piers is the premier location in New York City for client entertaining, retailer and consumer events, corporate functions, employee
parties, media events, travel professional expos, etc. With state-of-the-art athletic facilities and first-class catering and event spaces, Sponsors
receive a package of hospitality benefits that can be used to connect with and entertain their most important clients.
CHELSEA PIERS ACTIVATIONSBUSINESS ENTERTAINING
Driving Range at the Golf Club
Team Building
The PLAYERS Room at the Golf Club
Sunset Terrace
Updated 20190701
chelseapiers.com
For further information:
Arie SladowskySenior Sponsorship Manager
Chelsea Piers Management, Inc.Chelsea Piers, Pier 62, Suite 300
New York, NY 10011