TRAFFIC MESSAGING: ROAD CLOSUREs/
MOVIE FILMING
EXECUTIVE SUMMARY
As the 2013 season moves forward, advance ticket sales data and historic trends point to larger crowds expected at Progressive Field for Indians home games.
Seasonal road closures always have been an element with which we’ve had to deal during our seasons, but this season provides more challenges. Not only are main arteries in downtown Cleveland, such as Ontario and East Ninth streets, undergoing fixups, but more widespread closures will happen during upcoming homestands due to filming of “Captain America: The Winter Soldier” in downtown Cleveland.
While the closures will eliminate some of our fans’ usual travel routes, there are viable alternatives, as well as alternate transportation options that would negate any traffic challenges downtown. Our goal is to communicate those alternatives to fans throughout the duration of the closures.
BACKGROUND
In recent years, the state of Ohio has expanded its use of film tax credits in an effort to lure more filmmakers to the state. Doing so would bring more tax revenue, a greater economic impact from out-of-towners spending money in Cleveland (see messaging themes), and perhaps elevate the city’s profile nationwide, potentially leading to more tourist dollars down the road.
In 2011, Marvel’s “The Avengers” was filmed downtown, shutting down East Ninth Street and Euclid Avenue for two weeks. Marvel will return this summer, filming “Captain America: The Winter Soldier” in Cleveland and the road closures will be more widespread.
OBJECTIVES
As a department, we must use all available resources to communicate to fans and staff the alternate routes and other transportation options into downtown Cleveland while roads are closed for filming of “Captain America: The Winter Soldier.”
PRIMARY MESSAGING THEMES
· The Indians, in conjunction with the City of Cleveland and the company filming “Captain America: Winter Soldier,” have worked diligently and done everything in our power to minimize any inconveniences experienced by Indians fans wishing to visit downtown Cleveland. We’ve developed alternate routes, are working to expand our free shuttle from Ohio City and are working to educate Clevelanders and Indians fans of the best ways to access downtown Cleveland during filming.
· Our free shuttle from Ohio City will run May 30, May 31 and June 1during the days with the most impactful road closures. The shuttle picks up fans at the corner of West 25th Street and Market Avenue, near the West Side Market, then drops fans off near the Indians Team Shop and Gate D along Ontario Street.
· In addition to the free shuttle, RTA offers convenient and affordable bus and rapid transit options from outlying points to downtown Cleveland. Those options include the Rapid Transit, bus lines and downtown trolleys; RTA operations also will be affected by movie filming, so please check riderta.org for the latest information and updates, or follow RTA on Twitter at @GCRTA.
· Updates and advisories on “Captain America: The Winter Soldier” traffic can be monitored by checking the hashtag #CLECaptTraffic on Twitter.
· Plus, Cleveland Police will have additional police and traffic controllers to supplement standard traffic detail during rush hour and pre- and post-game surrounding the Gateway District.
· Alternate route details:
o East Ninth Street remains open south of Walnut Avenue, providing access to popular gameday routes including Huron Road and Prospect Avenue.
o Carnegie and Prospect avenues will serve as alternate routes for Superior Avenue, which will be closed between Ontario Street and East 17th Street.
o The Gateway East Parking Garage will remain accessible by way of Bolivar Avenue off East Ninth Street and Huron Road.
o Interstate 90 East will serve as an alternate option for the West Shoreway, which will be closed, with only limited local access, from May 30-June 14.
· Suggested entry/exit routes:
o From West:
§ Entry: Take Interstate 90 East to East Ninth Street exit; turn left on Bolivar to access Gateway East garage to area parking.
§ Exit: Exit garage on Bolivar Avenue/Huron Road to East Ninth Street; access Interstate 90 West via East Ninth Street.
o From East:
§ Entry: Take Interstate 90 West to Prospect Avenue exit, then turn left on either East 18th or East 21st streets. Turn right onto Carnegie Avenue, then right onto East Ninth Street. Left onto Bolivar to access Gateway East garage.
§ Exit: Exit garage on Bolivar Avenue to East Ninth Street; left on Carnegie, left on East 22nd Street, right on Prospect to Interstate 90 East.
o From South:
§ Entry: Exit Interstate 77 North at East Ninth Street; turn left on Bolivar Avenue to access Gateway East garage.
§ Exit: Exit garage on Bolivar Avenue to East Ninth Street; follow to on-ramp for Interstate 77 South.
o From Southwest:
§ Entry: Take Interstate 71 North to Inner Belt merge; continue to East Ninth Street exit. Turn left on Bolivar Avenue to access Gateway East garage.
§ Exit: Exit garage on Bolivar Avenue to East Ninth Street; follow to on-ramp for Interstate 77 South.
· Complete details on all road closures and the free Indians shuttle can be found at Indians.com/PlanYourTrip. Detailed information on alternate transportation provided by RTA can be found at www.riderta.com/.
TACTICS
Below is a timeline for messaging through various media, including social channels, TribeVibe blog, Indians.com/PlanYourTrip, TRIBE! News and as the focal point of our Homestand Notes news release to media.
· Before May 27: Updates to Indians.com/PlanYourTrip with all closure information and transportation solutions.
· Before May 27: Connect with Scoreboard operations on developing in-game messaging for fans during and after the game. Also: Include messaging on display screens at box office, plus East Ninth Street/Carnegie Avenue video board.
· Before May 27: Provide copy of map to Premium Seating so they can distribute to suite holders, Collection Auto Club customers.
· Before May 27: Meet with Fan Services to educate department staff on importance of messaging what still is open and available; also, include recorded messaging from Jim Rosenhaus on Fan Services’ hold music/Team Shops.
· May 27-June 2: Include closure information for staff on TRIBE! News to ease commutes to/from ballpark
· May 27, team in Cincinnati at 1:10
o Begin including in Game Notes distributed to media. Example:
§ Progressive Field still easily accessible during filming of “Captain America: The Winter Soldier”: All main avenues remain open. East Ninth Street is open south of Walnut Avenue, providing access to popular gameday routes including Ontario Street, Prospect Avenue and Huron Road. Gateway East Parking Garage is accessible, while the Indians free shuttle from Ohio City and various RTA options are available. For complete closure information, as well as information on alternate options, visit www.Indians.com/PlanYourTrip.
o Introduce social media messaging (evening, post-game) with links to Plan Your Trip, RTA web pages.
o Example for Twitter (similar to be posted to Facebook):
§ Tribe fans, Progressive Field remains easily accessible during filming of “Captain America: The Winter Soldier.”
§ East Ninth remains open south of Walnut Avenue, and Gateway East garage is still accessible.
§ Traditional routes to and from the stadium, including Huron, Prospect and Ontario remain open.
§ For the latest closure/alternate route information, including details on our free Ohio City shuttle, visit our Plan Your Trip page (link).
§ Plus, RTA has options for fans living in inner- and outer-ring suburbs and trolleys for our downtown fans! (Link)
§ The City of Cleveland also is tweeting traffic updates and advisories throughout filming by using the hashtag #CLECaptTraffic.
· May 28, team in Cincinnati at 7:10
o Game notes
o Make focus of Homestand Notes news release in morning with details of road closures, reiteration of Ohio City shuttle for Thursday-Saturday games, RTA options. Same information on TribeVibe.
o Repeated social media messaging (AM) with links to Plan Your Trip, RTA options.
· May 29, team at home vs. Cincinnati at 7:05
o Game notes
o Repeated social media messaging (AM, 5PM) with links to Plan Your Trip, RTA options. (AM, 5PM)
· May 30, team at home vs. Cincinnati at 7:05
o Game notes
o Repeated social media messaging with links to Plan Your Trip, RTA options. (AM, 5PM)
· May 31, team at home vs. Tampa Bay at 7:05
o Game notes
o Repeated social media messaging with links to Plan Your Trip, RTA options. (AM, 5PM)
· June 1, team at home vs. Tampa Bay at 1:05
o Game notes
o Repeated social media messaging with links to Plan Your Trip, RTA options. (AM)
West Shoreway messaging only
· June 2, team at home vs. Tampa Bay at 1:05
o Game notes
o Social media
· June 13, off day (team returns home June 14, West Shoreway messaging only)
o Game notes
o Social media
· June 14, team at home vs. Washington at 7:05 (West Shoreway messaging only)
o Game notes
o Social media
1