A Tiered Opening Event Plan for San Diego Central Library
Opportunity
With much anticipation surrounding the Central Library’s opening events, Nuffer, Smith, Tucker was tasked by the San Diego Public Library Foundation to:
- Drive attendees to the celebration and sneak peek event and to the library’s first day of business.
- Educate the public on potential capacity and parking restrictions at opening festivities.
- Secure media coverage of the library’s opening with strong name recognition of high-profile donors who contributed seven or eight-figure gifts to the San Diego Public Library Foundation capital campaign.
Approach
Working closely with the City of San Diego Public Library System, relevant stakeholders and using trend research, NST developed a tiered opening event plan to build momentum around three key audience sectors and led all communications efforts. The strategy was timed to provide the public with multiple touch points about how to best experience the downtown San Diego facility. Events were scheduled to spread out attendance to provide the best experience. A private media tour was followed by a public celebration and sneak peek street festival and desiccation event before the library’s first official day of business.
Results
NST earned more than 161 million impressions, including 40 broadcast television hits within two days of the official sneak peek media day
12,000 people attended the San Diego Central Library Celebration and Sneak Peek with 7,000 touring first floor areas
8,000 people used the library on its opening day
Services Provided
Media Relations, Event Support