New Year’s Eve Celebration

Chicago’s tourism industry was seeking an innovative way to reverse the negative images associated with the city in colder months and to highlight the many positive aspects of visiting in winter.
Our approach was to create an epic New Year’s Eve celebration with global media appeal, capturing the beauty and energy of the City in winter, and highlighting the advantages of winter visitation – lower costs & better availability to top restaurants, plays and museums, for example – while serving as a demand-driving event in its own right, attracting attendees from around the world.

Strategy Consulting

Business Development

Production Management

Strategy Consulting

Positively positioned Chicago as winter destination, landing the City on five international lists of top cities for holiday travel
Innovative media and PR strategy generated 1.3 billion earned media impressions globally and 2.5 billion impressions overall for the City and sponsors
Events attracted 100,000 attendees from 43 countries and all 50 states and 3.5 million television viewers in 45+ markets

Business Development

Event drove $35 million in economic impact and generated $4 million in local taxes
Responsible for all sponsorship sales, media partnerships, talent acquisition, marketing and ticket sales for the events
Majority of attendees stayed in hotels, contributing to 24% increases in average rates and demand

Production Management

Executive produced every aspect of event from initial concept through execution, including contracting and budgeting
Production included live musical performances, sponsor activations, 70-foot Rising Star, and synchronized fireworks display
Developed and produced ancillary events to increase reach and value, including NYE 5K run, family friendly cultural celebration, and VIP hospitality venues