Saratoga Performing Arts Center City of Saratoga Springs

Saratoga Performing Arts Center & City of Saratoga Springs Cultural Tourism Campaign

The Brief: Promote Saratoga Springs as a Destination for Arts & Culture In the first two years of this initiative, we expanded the scope of our media outreach on behalf of the Saratoga Performing Arts Center to incorporate promotion of the City of Saratoga Springs as a compelling destination for cultural tourists. We worked together with the city to spur economic development by promoting the thriving arts community and culturally vibrant City of Saratoga Springs to journalists beyond the Capital Region.

Promote the City of Saratoga Springs as a cultural destination to newspapers, magazines, online and broadcast outlets covering travel, lifestyle, arts, culture and mainstream interest. Media outlets targeted included (but were not limited to): Forbes, Departures, AARP, AAA, Travel + Leisure, Condé Nast Traveler, Amtrak Arrive, The National, Travel Channel, Sky, Hemispheres, Southwest, American Way, Rhapsody, Go World Traveler and Travel bloggers Arts & Culture/Mainstream: New Yorker, New York Times, Wall Street Journal, Associated Press, Boston Globe, Los Angeles Times, Philadelphia Inquirer, Washington Post, major market newspapers, especially in areas where Saratoga is easily accessible by air or rail Broadcast: NPR, PBS News. Hour, ARTiculate, BBC America, WHYY (Philadelphia), WGBH (Boston) Scope of Work:

Collaborate with the City and cultural constituencies to identify key periods to showcase Saratoga’s cultural offerings to national and international journalists. These partners included: Scope of Work: Discover Saratoga I Love NY Saratoga Auto Museum, Dance Museum, NY State Parks Yaddo, Skidmore REVEAL Art Fair, Shakespeare Adelphi, Saratoga Arms and Gideon Putnam Hotels Northshire Books, Saratoga Tea & Honey, 15 Church, Hattie’s, Ravenous Opera Saratoga, Universal Preservation Hall, Homemade Theater Create itineraries to incorporate each of these entities and distribute invitations for a visit to a targeted group of journalists

Sample Summer Pitch: This summer, SPAC will welcome home resident companies New York City Ballet, The Philadelphia Orchestra, and The Chamber Music Society of Lincoln Center, along with Opera Saratoga, the beloved two-day Freihofers Saratoga Jazz Festival (June 29 -30), intimate SPAC on Stage world music programs, and the Saratoga Wine and Food Festival (October 4 -5). We would be delighted to arrange a visit for you to enjoy SPAC’s bountiful summer offerings (complete summer classical season here) and share your experience with readers. Below are some suggested itinerary ideas: Stay at one of Saratoga Springs’ renowned boutique hotels, like the luxurious Saratoga Arms – downtown Saratoga’s only AAA Four Diamond hotel – or the historic Gideon Putnam Hotel – famous for offering the healing waters of the Roosevelt Baths & Spa. Savor your Saratoga Springs experience with world-class dining options including southern comfort fare from Hattie’s, an elegant feast at 15 Church or modern American steakhouse Salt & Char. Between performances, unwind in unique, independently run shops like Saratoga Coffee Traders, Uncommon Grounds, Saratoga Tea & Honey Co, and Northshire Books – one of the best and mostbeloved indie bookstores north of New York City. Visit institutions Yaddo, the Tang Teaching Museum at Skidmore, the National Museum of Dance, the Saratoga Automobile Museum or folk music venue Caffè Lena. Or spend an afternoon exploring Saratoga Springs’ perfectly preserved Victorian Architecture, discovering the 2, 400 glorious acres of Spa State Park, or sampling the city’s 21 active, effervescent mineral springs.

Sample Itinerary: Wine & Food On behalf of the Saratoga Performing Arts Center (SPAC) and the City of Saratoga Springs we would like to invite you to the Saratoga Wine and Food Festival taking place on October 4 th and 5 th (view the full press release HERE). I believe that you and the wonderful readers would be delighted to learn more about this year’s festival – a weekend destination event focusing on sustainable culinary practices and showcasing the bountiful harvest of the region from the Hudson Valley to the Adirondacks. The 2019 festival – proceeds of which directly benefit over 38, 000 students in SPAC’s educational programs – will feature live music curated by Caffè Lena, sculptures by The Hyde Collection, photography by Terri-Lynn Pellegri, food tastings and culinary talent curated by John Sconzo of Rascal & Thorn and Kim Klopstock of Lily and the Rose, chef demonstrations on sustainability, VIP experiences, and design by Colin Cowie Lifestyle, about whom Oprah declared, “He’s the man to call if you want to have a good time. No question about it!” We would be thrilled if you would preview the festival in XXX. Should you be available to travel to Saratoga Springs October 4 th – 5 th to experience this extraordinary event for yourself, we would be glad to arrange an itinerary including a stay at one of Saratoga Springs’ renowned boutique hotels, like the luxurious Saratoga Arms or the historic Gideon Putnam Hotel – famous for offering the healing waters of the Roosevelt Baths & Spa.

Press coverage reaching a combined audience of over 466 Million 2018 & 2019 Results: Coverage views by an estimated 781, 000 13, 000 social shares of editorial coverage highlighting the rich cultural life of Saratoga Springs in outlets including:

2019 National Press Highlights

Future Goals for SPAC and the City Partnership: Create, expand nurture leads with Arts & Culture and Travel media nationally and internationally. Focus outreach on media in the northeast, in cities in a 250 mile radius of Saratoga Springs to encourage audiences to visit from: New York City, Montreal, Philadelphia, Boston, Rochester/Syracuse/Buffalo, Portland, Providence, Ottawa Increase collaboration and awareness of the City of Saratoga Springs’ Cultural Tourism initiative among other local constituencies.

“We at SPAC have made a concerted effort to reach out to journalists and other influencers to invite them to share with their audiences the perfect confluence of natural and manmade beauty to be experienced here. We know that the story extends beyond the grounds of SPAC, however, to include the rich mix of cultural constituencies throughout the community. Research has repeatedly shown that cultural travelers spend about 60 percent more, per trip compared with other domestic leisure travelers, so we know attracting those visitors will be beneficial for the entire City. We are so pleased Saratoga Springs has committed to working with us to bring that story to a new audience of cultural travelers. ” – Elizabeth Sobol