TIME CAPSULE EVENT CONCEPT BRIEF

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TIME CAPSULE EVENT CONCEPT BRIEF Overview: The Hotel and Transit Center (HTC) program is exploring ways to celebrate progress on the program and present visioning messages to key stakeholders and

1 TIME CAPSULE EVENT CONCEPT BRIEF Overview: The Hotel and Transit Center (HTC) program is exploring ways to celebrate progress on the program and present visioning messages to key stakeholders and influencers. This brief outlines the event goals and recommends a variety of approaches and components to support these goals. Goals: 1. To demonstrate to a collective audience of at least 300 key stakeholders that the HTC is on-schedule for completion in 2015 by highlighting the significant (visible) progress made on-site in the past year. 2. To maintain trust and confidence in the HTC team by reinforcing the strong collaboration and advancement among partners, key stakeholders and supporters. 3. To engage the public via a robust social media push, achieving at least 100,000 social media impressions. 4. To receive a minimum of 1 million impressions on traditional media. Theme: Connecting Our Future: Partners in Progress o Theme to be refined/finalized, based on approval of specific event elements Timing: October 8, p.m. Event to begin just before dusk and continue into the evening Invitees/Key Target Audiences: Key Stakeholders, including elected officials, contractor representatives and community leaders o Use invite list from 2012 "truss" event as base Local and industry media Event Location: In construction site, on and around level one and the train platform. Attendees will be able to park in Mod 4 and access the site on-foot. Capacity: , final number to be determined closer to event, based on construction status/schedule. Event will be staged with podium facing towards hotel and audience facing towards train platform Event Snapshot: The event will take place on October 8th as an evening event, allowing for strong progress messaging, due to the near completion of the train platform canopy and the unveiling of several STRP art components. October also provides an opportunity to tie-in some of the fun DIA conspiracies to add levity and balance the relaxed, friendly component of the airport s personality with the efficient, customer-focused, economic driver component. Following is a snapshot of the recommended event elements, aligned with the event goals each element is designed to support:

2 Event Element Key Element Highlights Goal(s) Supported Welcome and Opening Remarks Set stage for the program/agenda 1, 2, 3 Acknowledge key partners Provide high-level progress update Play Video Video to feature key facts, 1-4 progress details and future benefits of HTC through a fun spoof with the current and past mayors. Time Capsule Ceremony Time capsule filled with elements 2, 3, 4 that represent the existing state of DIA and the region, as well as impressions from various stakeholder groups of what DIA will mean to the region 50 years from now, will be buried on-site. Guest Speakers Representatives from DIA, CCD, 1, 2, 4 STRP partners, neighboring jurisdictions provide newsworthy updates on progress and vision elements Closing Remarks Reinforce key messages 1, 2 Introduce Information Stations Information Stations Educational and fun stations designed to arm these key stakeholders with messages about the progress and vision of the STRP and how it supports the strategic direction of DIA 3, 4 Event Flow Overview To visually support and strengthen progress messaging, the event will be held on site. In order to do something different and give the site more of an edgy feel (to tie into the conspiracy theme) we thought an evening event that had various types of lighting would allow for a different feel for this event. It also allows for less disruption of the construction site by hosting the event after regular work hours. The event will kick-off with opening remarks by Manager Day, leading into a video that features interviews with kids, employees, key stakeholders etc. about DIA today and DIA of tomorrow (What s really under the airport? What will planes look like in 50 years? Where will we be able to fly from DIA?, What exactly is being built?, etc.) The video will include a surprise ending featuring the Mayor and a "special guest (insert alien)." Immediately following the video, the Mayor will emerge to provide key talking points, followed by Manager Day and other dignitaries (TBD) and the ceremonial burying of the time capsule; during which the "special guest" featured in the Mayor's video will make a guest appearance to help make the time capsule disappear. Once this portion of the event is over, guests will begin "Information Station" tours which will provide them with progress messaging and visuals, while getting the message out that DIA has made tremendous progress over the past

3 year. This component also can provide an opportunity to elevate DIA's current fundraising efforts for Denver's Road Home, by offering guests the option to donate at a Fundraising Station (detailed below). Key Recommended Event Elements: Rationale and Details Video: A video will support goals 1 through 4 by capturing the progress, vision and collaboration of various stakeholders in a platform that not only provides a significant visual backdrop for event attendees, but also will serve to reinforce these messages with key audiences beyond the event through use by traditional media outlets, regional partners and online/social media channels. The video concept creative will focus on an entertaining mix of interviewees thoughts about conspiracy theories at DIA, future predictions about the airport and how the STRP will benefit our region s future. The intent is to tie-in key messages and facts that highlight different aspects of DIA's strategic direction, including global aspects of future DIA expansion, in an engaging and amusing way that will give the video staying power and continue attracting viewership and interest by a broader audience following the event. It will be modeled after the AT&T commercials that feature children being asked serious questions, to which they provide kid-perspective answers with specific STRP details inlcuded. To fully embrace the fun (and omnipresent) conspiracy/alien notoriety of that DIA enjoys, the video also could feature different snippets of Mayor Hancock meeting with "suspect" figures (aliens) making deals about the airport, the Program and the time capsule (this portion would air only at the event and be edited out of the video prior to post-event distribution/placement). Mayor Hancock will enter the stage immediately following the video and provide a description of some of the final items to be placed in time capsule. Following the Mayor s remarks, suddenly smoke and eerie lighting would emanate from the hole where the time capsule will be placed. Then, an alien hand reaches out of the hole to take the time capsule into the depths of DIA This would be followed up by remarks from Manager Day about the STRP and future of DIA, as well as other dignitaries to be determined. Time Capsule: The time capsule provides: a. A strong visual of several key elements of DIA s strategic direction and influence on the future of the entire region b. An opportunity for key stakeholders to provide a permanent contribution to the HTC Items for the time capsule will be chosen by different groups including: o Key Stakeholders i.e. DIA and STRP employees and public officials o Organizations aligned with DIA's overall global strategic communications plan i.e. international delegations, flights and organizations etc. Time capsule will remain buried for the next 50 years (2063) All items in the time capsule will first be placed into a suitcase featuring items from launch events for new international flights and will be adorned with stickers featuring DIA s current nonstop international destinations on the outside. This will further the DIA strategic messaging and will provide for a fun visual 50 years from now when individuals will be able to compare where DIA was flying in 2013 compared to Time capsule stakeholder groups will be directed to select items based on specific sub set of the theme. Groups will be directed to select items based on the following criteria:

4 What brings communities together (types of activities, events, etc.)? What will bring communities together in 50 years? What connects DIA to the region? What will connect DIA to the region in 50 years? What connects DIA to the world? What will connect DIA to the world in 50 years? What connected the team to make this program possible? How will this program s improvements benefit DIA in 50 years? 1. Time Capsule will be buried in an access hole on the train platform. Displays will be set up describing the items included, who chose them and the thought behind them. Information Stations: The idea behind the information stations is to provide education about the STRP vision, progress and DIA s strategic direction to this group of key influencers and communicators. Attendees can learn more in-depth information about components of the STRP, while having some fun doing it. Once time capsule is buried and final remarks have concluded, the event will transition to an open-house format, featuring informational stations strategically placed around the site. Stations will include: a. Art Station will showcase different sketches, renderings and potential mock-ups of the art components that will be used on STRP. i. Possibly have attendees sign a piece of glass that will be placed behind a curtain wall near the baggage drop area or other location to be determined. Could use this opportunity as a fundraiser for Denver s Road Home as well, e.g., b. Materials Station get an up-close look at tiles, pavers, steel, etc., that is being used to construct the STRP. Station will include materials, renderings and construction personnel who can speak specifics about what is being built. c. Conspiracy Theory Station event guests can see for themselves what people thought we would find during construction, versus what actually was discovered, including fossils, petrified wood, etc. This station also will have a TV running a loop of DIA conspiracy theories from YouTube and other media outlets, as well as drawings of what actually is under DIA. d. Economic Impact Station Will have representatives from key M/WBE companies on-hand to tell their individual stories about the opportunities created by the STRP, along with handouts explaining the overall Diversity and ASCEND program. The station also will provide numbers on the regional economic impact of the STRP. e. Giveaways Station potential giveaways include a new viewmaster slide with art slides, new renderings and construction photography; a piece of STRP maybe "coal from the hole," a piece of tile or paver etc.; hard hat stickers. (These giveaways may also be located with other stations.) Another potential giveaway could be photo booth picture; people will be able to have their photo taken at the event with a special surprise guest who they will only see once the photo is produced (i.e. a friendly alien projected via green screen). f. Fundraising Station - (can be easily taken out if it is decided to not add the fundraising component) i. Pay to "See the View tour will start at the grand staircase which will have renderings and construction information. From there, individuals will be taken by STRP personnel to the highest point possible to get a bird's eye view of the project. Pay to purchase raffle tickets for several prizes including:

5 Daytime STRP site tour DIA tunnel/runway/mustang tour Plane tickets Westin hotel room Items from different DIA concessions Lunch with Manager Kim Day (?) g. Refreshments Station with all the new concessions at DIA, this is a great way showcase some of the new offerings. We will look to new and existing restaurants to donate food to the event. ** To play with the conspiracy/halloween theme we will also have STRP partners and servers dress-up very subtly as "aliens/monsters" i.e. a tail, pointed ears, etc. Sponsorships: The team will seek sponsorship funds from STRP partners. Upcoming Major Event Planning Milestones: 1. Determine type of event June 2. Set date in October based on Mayor s availability June 3. Brainstorm Event Concept Ideas - June 4. Develop Event Matrix June 5. Begin work on video - July 6. Secure time capsule suitable for burying in structure July 7. Identify time capsule contributors based on sub-groups July 8. Establish criteria for time capsule contributions July 9. Establish Raffle Items & procure July - September 10. Solicit time capsule contributions August through September 11. Invite List Approved August 12. Distribute Save the Date September 13. Distribute Invitations October

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