Sara Rutkowski, DCA
It’s that time of year again!
Between January 9 and February 2, 2004, the Department of Cultural Affairs, in conjunction with the Mayor’s Office, the Department of Parks and Recreation, American Express, and NYC & Company, is proud to host Cool New York 2004, a three-week-long celebration of New York City’s myriad cultural organizations and recreational activities, including dance, art, music, theater, film screenings, zoos, and winter sports.
Cool New York is the perfect opportunity for New Yorkers and visitors alike to share in all the cultural fun the city has to offer. From a performance by Bukharan Jewish dancers at the Queens Museum of Art to a Chinese New Year Celebration at the Museum of Chinese in the Americas; from poetry readings at the Point Community Development Corporation in the Bronx to an exhibit of political art at the Bedford Stuyvesant Restoration Corporation; from a major jazz concert at Carnegie Hall to a Groundhog Day party at the Staten Island Zoological Society, Cool New York features a wide range of events for adults and children of all ages.
For a full listing of Cool New York events, go to www.nyc.gov.
Cool New York: A Newly-Named Winter Festival
Building on last year’s Winter Festival, Cool New York is aimed at attracting visitors to and providing support for cultural organizations and parks during the post-holiday season when attendance is typically at its lowest. Indeed, our analysis of Winter Festival 2003 indicates that we succeeded in boosting attendance at participating organizations by an average of 12.78%. Furthermore, last year’s event proved pioneering in that it was the first time the diverse nonprofit cultural community, along with the entire parks community, was marketed so extensively as a unified network of city attractions. In fact, the total value of the entire Winter Festival marketing campaign is estimated at $3.76 million—an enormously meaningful achievement on behalf of parks and culture that we hope to expand even further during Cool New York.
This year, to maximize outreach and promotional opportunities, we have joined forces with NYC & Company’s Paint the Town campaign, which promotes wintertime tourism through discounts and special promotions. Our combined creative energies and shared agenda make this a natural collaboration. Moreover, the investment of our joint resources can significantly increase patronage at hundreds of cultural organizations, parks, gift shops, and restaurants during the winter months.
Like last year’s Winter Festival, Cool New York will feature more than 200 cultural organizations and parks hosting more than 500 events throughout the five boroughs, many of which are discounted only during the period of Cool New York. A comprehensive calendar of events are posted on the searchable Cool New York website and printed in a brochure distributed in the New York Times on January 9, 2004, the first day of Cool New York, as well as at participating organizations during the three-week period. In addition to a listing of events, Cool New York will highlight various “Cool Spots”—select neighborhoods in all five boroughs that feature clusters of cultural organizations and parks. “Cool Spot” maps and information (see opposite page) are also featured in the brochure, on the website, and on “Z Cards,” which are card-size booklets that fold out into MTA subway maps on one side and “Cool Spot” listings on the other. These “Z Cards” will also be available at participating organizations and at NYC & Company kiosks around the city. Additional promotional efforts include bus and subway advertisements and public service announcements on local radio and television stations. The mayor will once again serve as chief spokes-person for Cool New York, promoting the events in his weekly radio addresses and newspaper column.
Recap of last year’s Winter Festival 2003
The chief objective of Winter Festival 2003 was to address the severe drop in attendance at cultural organizations during the months of January and February and to promote recreational activities at parks by showcasing hundreds of events across the city.
Our evaluation of the festival indicates that we succeeded in reaching this goal. The study found that:
• 266 cultural organizations participated in the festival and showcased more than 600 events;
• On average, attendance at participating organizations climbed 12.78%;
• An estimated 9,350 people attended the nine special events at parks across the city;
• 85% of survey respondents indicated that Winter Festival was effective;
• 80% said they would like to see it happen again next year;
• The festival’s website received nearly 80,000 hits over a three-week period;
• The total value of the entire marketing campaign is estimated at $3.76 million (print advertising $1 million, local television and radio coverage $1.1 million, bus and subway ads $186,000, branded website $1.4 million, email marketing $300,000).
