BEN CARTER ENTERPRISES Broughton Street

08.31.16

phase3mc.com

agenda

INTRODUCTIONS

TIMELINE & EVENT LANDSCAPE

OPPORTUNITY

PLANNING PARAMETERS

BRINGING BACK MAIN STREET

project leadership

05. BRANDING 07. DIGITAL

Matt Worsham ASSOCIATE CREATIVE DIRECTOR Matt helps clients strategically solve complex communication challenges and stewards the conceptual endeavors of a design team’s conceptual endeavors to drive solutions that produce results and stake out new creative territory. Matt leads Phase 3’s brand identity and architecture programs, as well as interactive development. He spearheaded a comprehensive rebranding initiative for Cox Communications, which was honored as an AMY Award finalist for Business-to-Consumer Visual Branding.

Ty Collins DIRECTOR, DIGITAL OPERATIONS & SEARCH STRATEGY Ty Collins oversees all digital marketing initiatives at Phase 3. From organic and paid search, to display, paid social and content marketing, Ty understands what it takes to drive high quality traffic to our clients’ websites. Blending his natural proclivity for the written word and acumen for analyzing data, Ty connects the SEO dots to hone in on the variables responsible for increasing ROI.

09. PROJECT LEAD

Jordan Douglass ACCOUNT DIRECTOR As Account Director, Jordan utilizes her critical thinking skills to uncover client needs, and then match those opportunities with the marketing, public relations, and print logistics experts at Phase 3. She manages accounts ranging in size and industry by overseeing account initiation and project details as the single point of contact for her clients.

06. MARKETING

Iri Patino DIRECTOR, INTEGRATED MARKETING Iri provides strategic marketing leadership by ensuring the alignment and integration of practices help elevate the effectiveness of the efforts, and ultimately solves our client’s most challenging goals. Iri has utilized her skills and provided leadership to noted national real estate development clients like St. Joe and Crescent Communities and was an integral part of the development teams that led the inception and launch of Sugarloaf Country Club and Le Jardin, both innovative and unique developments in previously unchartered geographies.

Katharine Ames DIRECTOR, PUBLIC RELATIONS Katharine leads PR operations for Charleston and Atlanta, client strategy and communications, and assist with new business development. An enthusiasm for the food, beverage and travel industries fuels Katharine’s ability to successfully manage event planning and execution, grassroots marketing, social media strategy and media outreach in a well-rounded approach to client relations. Katharine has secured national placements for clients in outlets including Bon Appétit, Travel + Leisure, Esquire, the New York Post and many other prominent media sources.

08. PR

project leadership

01. BRANDING 02. MARKETING 03. DIGITAL

Darren Hearsh VICE PRESIDENT, DIGITAL ENGAGEMENT Darren Hearsch brings 20 years of digital engagement and online technology experience to the Phase 3 team. He provides strategy around the processes, tools and tactics that our web and digital marketing teams employ throughout the course of their digital activations. He has a keen understanding of technology’s role in the marketing process, and understands that no one solution fits all clients’ needs.

Susan Frost VICE PRESIDENT, MARKETING & CLIENT SERVICES Susan Frost brings over 25 years of marketing and advertising experience to her position. She has had a leadership role with national real estate clients including Arvida/St. Joe, CNL Real Estate & Development, The Macauley Companies, BOJ, LLC, Sugarloaf Country Club/Crescent Resources, Windward/Mobil Land Development and Reynolds Plantation/Linger Longer Development.

Vicky Jones VICE PRESIDENT, BRAND STRATEGY & CREATIVE As Vice President of Brand Strategy & Creative, Vicky consistently inspires her team to produce cutting-edge work that drives revenue-generating outcomes for her clients. With a keen sense of perception and a knack for digging deeper, Vicky helps businesses achieve their visions for growth. Vicky joined Phase 3 in 2015 when her agency, Brand Fever, was acquired.

04. PR

Mary Reynolds VICE PRESIDENT, PUBLIC RELATIONS Mary brings 25 years of award-winning marketing and public relations experience within the hospitality, commercial real estate, consumer brand and communications industries. Mary leads a team of public relations and marketing professionals creating and implementing communications strategies for retail openings, launches, community affairs, crisis control, media training and integrated internal and external marketing.

Mary Reynolds VICE PRESIDENT, PUBLIC RELATIONS

Iri Patino DIRECTOR, INTEGRATED MARKETING

Kendra Lively CREATIVE DIRECTOR

meet the team

Leo Schmid DIGITAL PR SUPERVISOR

Allycia Dowling ACCOUNT DIRECTOR

Sarah Long MARKETING COORDINATOR

ABOUT USWe are a team of innovators and deep thinkers, experts in

each subject matter needed to create a one-of-a-kind community.

Phase 3 is a new kind of company – a marketing services collective – defined by its six centers of excellence. Seamlessly integrated within one

organization, we streamline access to branding, marketing, digital, PR, print and marketing logistics capabilities. Founded in 2001, our clients

have engaged our centers individually or in unison across the marketing spectrum, igniting the best minds to deliver inspiring and

business-building solutions.

Ideation to Execution

CHARLOTTE NASHVILLEDALLASCHARLESTONATLANTA

Our comprehensive scope of capabilities allows us to provide cross-disciplinary services that drive demand generation for our clients. With offices throughout the Southeast we have the geographic reach and market presence to artfully handle

projects of all sizes.

BRANDINGteam of 19

MARKETINGteam of 49

DIGITALteam of 15

PRteam of 26

PRINTteam of 64

MARKETING LOGISTICS

team of 20

THE RAILYARDS

T

relevant experience

BRANDING MARKETING DIGITAL PR PRINT MARKETING LOGISTICS

WINDOW DISPLAY 118 E. Broughton Street

SANTA’S WORKSHOP 121 E. Broughton Street

HISTORICAL PROJECTION & WINDOW DISPLAY

300 W. Broughton Street

VISITORS CENTER, PROJECTION &

MURAL 25 E. Broughton StreetWINDOW DISPLAY

301 W. Broughton Street

HOLIDAY TREE & PROJECTION

2 E. Broughton Street

POP-UP BAZAAR 201 W. Broughton Street

*POP-UP BAZAAR 20 E. Broughton Street*

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/// STREET CLOSURE (11-29 ONLY)

PROJECTION

SIDEWALK ACTIVATION

COMMUNITY STAGE

HISTORIC TOUR STOP (BCE)

HISTORIC TOUR STOP (LEGACY)

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HOLIDAY TREE

POP-UP BAZAAR

FAMILY PROGRAMMING

WINDOW DISPLAY

FOOD TRUCK

RESTROOM

SUGGESTED FOOD TRUCK LOCATION

SUGGESTED FOOD TRUCK LOCATION

SUGGESTED FOOD TRUCK LOCATION

WINDOW DISPLAY 220 W. Broughton Street

1773 Broughton Street founded and named after Thomas Broughton, Governor of South Carolina

1800s Became known as “Georgia’s first shopping district” and “the Hollywood of the South”

Main Street, 1924

1820 A fire broke out in a stable, and by the next afternoon most of Savannah was in flames, including most of Broughton Street

1865 General William T. Sherman was captured in Savannah at the Marshall House, one of the city’s oldest hotels. At that time, the building was used as a Union hospital for wounded soldiers.

The Marshall House, c. 1899

1900s Broughton Street

reflected wealth at the time —

women shopping on Sundays made it a practiced that

established it as Main Street

1930s Corporate chains, such as Adler’s, Belk, Woolworth’s and Sears opened on Broughton Street

1950s Suburbanization across the nation led to Sears to close its Broughton Street location to move outside the historic center, and Broughton Street began to decline

1990 The mall on the south side was created, drawing people away from Broughton Street

HISTORY OF BROUGHTON STREET

2014 Developer Ben Carter begins transformation of Broughton Street with the $75 million historic restoration project

Timeline & Event Landscape

AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

1-7site visit

04 ACTIVATE 05 EXECUTE 05 EXECUTE

02 DEFINE

8-14 01 DISCOVER 03 ENGAGE

15-21

big idea presentation

November 19 grand opening

event

22-31 event plan presentation

04 ACTIVATE

02 DEFINE

BSC EVENT TIMELINE

AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

1-7

8-14

15-21

22-31

EVENT LANDSCAPE

OPPORTUNITIES

•Mega Art March & Art Walk first collaboration

•Lack of Christmas tree lighting

•Lack of family-focused events

•Downtown Ambassador Program

•Increased national media visibility

•Art Basel’s Basel Cities initiative

•Charles Morris Amphitheater future development

PLANNING PARAMETERS

LOGISTICS

Provide security, transportation and a best-in-class event experience.

LOCALS & FAMILIES

Family programming is a MUST, ensure there are activities for kids that are memorable and provide rich

experiences

SCAD STUDENTS

Involve SCAD — tie-in to the SCAD student community for programming, unique spins, collaboration

TECHNOLOGY

Make sure Savannah and our touchpoints are high-tech, high-touch. Ensure that we bring some of the latest

technologies for community engagement connectivity, displays and events.

Event Programming

Crafting classic community experiences that celebrate

Savannah’s original Main Street.

BRINGING BACK MAIN STREET

FULFILL THE NEED FOR FAMILY PROGRAMMINGby putting families at the center of our event strategy

HOLIDAY TREE

• 30’ - 50’ Holiday Tree

• 30’ = 2.8 stories

• 50’ = 4.6 stories

• Permitting

• Installation

• Truck Rental

• Labor

• Red Lights

SHOP BROUGHTON TOTE

• Print 2,500 - 5,000

• Broughton Street Themed

BREAKFAST WITH SANTA

• Every Saturday Beginning Grand Opening Day (6 total)

• 9 a.m. - 1 p.m.

• Pictures with Santa

• Charity Toy Drive

• Breakfast Food Truck

• 9 a.m. - 1 p.m.

• Santa’s Workshop

• Broughton Kid’s Collection

• Coloring Books

• Historic Building Puzzles

• Yo-yos

• Legos Sponsorship

• Dancing Elves

• Mobile App Paging System

• Printed Promo Cards

HOLIDAY LIGHT SHOW ON BROUGHTON

• Every Saturday at 5 - 8 p.m.

• 6:30 p.m. Nightly Projections

• Food Trucks

• Light Show

• Music and Caroling

• Local Children’s Choirs

• Face Painting

• Magic

BROUGHTON STREET TROLLEY TOUR CHARACTERS

• Hire Actors

• Characters may include:

• General Sherman

• 1920s Ladies Shopping on Sunday

• Woolworths Greeter/Donut Maker

• Levy Jewelers Founder

BROUGHTON STREET SHUTTLE

• Run on Saturdays during Holiday Season

• 8 a.m. - 8 p.m.

• Wrapped Vehicle or Magnetic Decals

• Driver

• Insurance

• Pick-Up Stops include:

• Ardsley Park

• Midtown

• Southside

• Georgetown

• Chatham

• Crescent

• Pooler

• Pricing not confirmed as of today

• Ongoing operation opportunity

PUT BROUGHTON STREET BACK ON THE MAP(S)define as a destination and enhance way finding

BROUGHTON STREET WELCOME CENTER — LOCATION TBD

• Pop-up welcome center to move as spaces are leased

• Curated collection celebrating the history

• Printed maps of the historic tour

• Interactive Display

• Photography

• Interactive Map Experience / Web

• Mistletoe Chalkboard Wall

• Promo Gift Card Keychain

• Distribute Shopping Bags, Coupons, Tour Maps

RETELL THE HISTORYcelebrate historic preservation efforts and retell the history through content

marketing programs to key organizations

HISTORIC WINDOW DISPLAY CELEBRATING THE STREET AND RESTORATION

• 5 windows connected and produced to celebrate iconic

moments and buildings

• 5 windows focused on the Holidays on Broughton

Street

• Stipend for tenants, residents, students and partner

organizations to design

• Windows to remain part of historic tour

BRIDGE SAVANNAH’S ART ORGANIZATIONSby championing a common effort that brings all parties together and promotes

economic development for the city

BROUGHTON STREET ILLUMINATED

• Inspired by Digital Graffiti

• 5 projection zones

• Becomes digital gallery for ongoing art events

THANK YOUwe greatly appreciate your time