Hottest Ticket in Town - Fall/Winter 2013-14 Event Debrief ...ventureportland.org/wp-content/uploads/2013/10/... · to Hottest Ticket in Town to ensure your storefront, social gatherings
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Hottest Ticket in Town - Fall/Winter 2013-14 Event Debrief Harnessing the Holidays for a Successful and Safe Season Are the holidays the happiest season of all in your district or does business say "Bah Humbug"? Are you keeping your shops and shoppers safe during the festivities? Come to Hottest Ticket in Town to ensure your storefront, social gatherings and festive lighting events are bringing in the critical foot traffic and year-end sales you need for a happy new year. Plus, hear seasonal strategies for crime prevention to build better events that keep business merry and bright. Led by Chief Mike Reese, Portland Police and Seanette Corkill, FrontDoor Back September 26, 2013 ventureportland.org 503.477.9648 | 503.477 .9641 fax 240 N. Broadway, Suite 127 Portland, OR 97227
Hottest Ticket in Town - Fall/Winter 2013-14 Event Debrief Harnessing the Holidays for a Successful and Safe Season
Are the holidays the happiest season of all in your district or does business say "Bah Humbug"? Are you keeping your shops and shoppers safe during the festivities? Come to Hottest Ticket in Town to ensure your storefront, social gatherings and festive lighting events are bringing in the critical foot traffic and year-end sales you need for a happy new year. Plus, hear seasonal strategies for crime prevention to build better events that keep business merry and bright.
Led by Chief Mike Reese, Portland Police and Seanette Corkill, FrontDoor Back
September 26, 2013
ventureportland.org 503.477.9648 | 503.477.9641 fax 240 N. Broadway, Suite 127 Portland, OR 97227
Harnessing the holidays for a successful and safe season
9.26.2013
Holiday window displays
Seanette corkillFrontdoor back
How windows can
help you get your
piece of the
holiday pie
Seanette Corkill
Presentation Notes
Your entire storefront plays a role in attracting attention and drawing shoppers inside, from your signage, what you stage outside, how you manage your front doors and entryways and what your windows look like. Your windows, on average occupy 70% of your visible storefront. They’re a giant bill board that you lease as part of your rent. You’d never pay to run a blank ad, so to leave your windows empty or not plan a strong message is the same waste of money as paying for something and NOT using it. Today, regardless of what type of business you run, we’ll be talking about how to effectively use the space you’ve got – your front windows – to get your piece of the holiday pie. I’d really like to jump straight to the fun stuff – themes and props but before any idea we talk about can become a reality, you have to create the infrastructure to accommodate the placement of the design elements. Just like with painting, to do a good job it’s 90% prep and 10% painting. So we begin today’s crash course with a brief overview of the basic infrastructure you’ll want to have. While I’m going to cover the highlights here, I’m essentially skipping a stone across a much deeper pond. For those of you that DO want to go deeper, I have information at the end about a four-part workshop series I conduct called “The Naked Truth About Well Dressed Windows”, the last of which is coming up very soon - Oct 10 – a Thursday and then I’ll start the series again in the Spring. There are fliers in the back when leave.
EYE
Seanette Corkill
Presentation Notes
A window is not just glass and a window ledge. You have to consider all 3 dimensions in order to create window worth looking at. There are of course principals of design that will be engaged to create visual weight, balance, symmetry, color palettes etc but before you place anything you have to have a way to put it THERE – wherever ‘there’ is. That’s where infrastructure comes in. Let’s start from the ground up.
Seanette Corkill
Presentation Notes
Further back – vs. right on the glass Asymmetrical vs symmetrical
Seanette Corkill
Presentation Notes
Know where eye level is to your shoppers and place the product within a realistic observable zone. How close are they viewing your window? Walking by? Driving by? If the entire message or product set is at knee level (without a backdrop or tall prop piece) every parked car will block it for drivers. How will you get product to the right level? Hang it? Put it on a pedestal? …a prop on top of a platform? On a mannequin with a stand? Build, borrow, repurpose – antique store nearby? Ladders, furniture, crates, old school desks, cardboard boxes, overturned containers, cement forms Built-in and painted to match – let’s you embellish the floor and reduce the scale of your other base props. (if time…. photos windows with/without bases)
Reflector
XCFL
XFlorescent
X
Color: K of 2800 - 3000
4000k 3000k 2800k
Kelvin = (K) Temperature or a CCT indexColor appearance of the illumination
Color: CRI of 85 or higher
CRI = Color Rendering IndexColor rendition is the effect of the lamp’s light on the color appearance of the objects
christmas-light-source.comCommercial LED Christmas Lights Guide
DO : • Order warm (2700 ~ 3000k) commercial
LED lights – all the same type at the same time
• Recycle your old incandescent lights• Install securely along window edges
with 3M fasteners
DON’T :• Use rope lights• Purchase lights too white (~4000k)
T – A – P – E is a four letter word
Be courteous …and don’t use it
Seanette Corkill
Presentation Notes
How many have your phone # or website on your frontdoor? Twitter? FB address? Where should it go?
Doubled up back-to-back posters for better event promotion
TIP:
Holiday event graphics
Consider large decal/badge –make it obvious and keep in mind when designing your graphics. Keep it simple and make it big. (details on the poster not here)
Holiday event graphics
Consider giving each shop a shape to decorate and incorporate in to each display
Cardboard supplies Bike shop Shipping supply company near airport – buy in bulk and share along street
Create visual weight
Unify with Color
Seanette Corkill
Presentation Notes
Less is more You don’t have to worry as much about a backdrop if you have good lighting – your eye goes to the product vs. having the window display feel like it got absorbed by the background of your store. Especially at night – our eyes will read your store as a black or dark background.
Unify with Pattern
Seanette Corkill
Presentation Notes
You could do this back to back in the front window and have people shop both sides. Sets of holiday product set in 3s Fasten them with clamps, office clips
