ENERGIZING AN ICON

FANEUIL HALL MARKETPLACE / BOSTON, MA

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SITUATION

  • Faneuil Hall Marketplace, Boston’s most historic tourist landmark, was facing a decline in foot traffic and an identity crisis with locals.
  • At the same time, the city was lacking an appropriate venue within a saturated tourism market to showcase the nation’s leading traveling exhibitions.
  • TGG recognized the opportunity to renovate a space within Boston’s historic Faneuil Hall to attract the local population and capitalize on the tourism location at the same time.

ACTION

  • Convert unused retail space into a first class touring exhibition location.
  • Develop a dynamic media, marketing and public relations plan to introduce an established venue.
  • Book brand name and universally popular exhibitions, Body Worlds & The Art of the Brick, to define the space.
  • Collaborate with local businesses within Faneuil Hall and in the surrounding Boston area to implement partnership opportunities to create awareness.

RESULTS

  • Hosted more than 300,000 people within its first year.
  • Reintroduced the local population to a previously perceived tourism location.
  • Increased dwell time for visitation from 20 minutes to 90 minutes.
  • Increased sales to insularly businesses by 23 percent.
  • Became a staple venue within Boston and a desired location for traveling exhibitions of all types establishing a tremendous proof of concept for a future permanent venue.

    o   Watch the video below for more on The Art of the Brick at Faneuil Hall.