Seaport Village
Under my leadership, I successfully spearheaded the re-branding, design, marketing, content creation, strategy, advertising, and community events for a 14-acre waterfront destination. This remarkable transformation elevated the destination from a tired center to a vibrant and sought-after spot for both locals and tourists. The result was an impressive revenue increase and was awarded the Economic Prosperity Award by the Downtown San Diego Partnership.
Overall Vision & Design Strategy
01
Create a compelling and cohesive vision that resonates with Seaport's wide range of visitors and captures San Diego's distinctive character and culture.
V
Target strategies to improve
the Guest experience.
02
Be a forward-thinking, innovative, and dynamic destination at the forefront of what is new and happening in San Diego.
V
Build a rich and layered
brand narrative.
03
Remain an iconic and engaging destination while elevating the overall design character and adding a variety of dining and retail experiences to attract both locals and tourists alike.
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Create engaging spaces that encourage
longer & more frequent visits.
Aligning the vision for Seaport Village
Defining the Place
The Brand is the Experience.
The Experience is the Brand.
Your brand is the collection of memories your guests take away from their experiences with the project. This understanding of brand is especially profound in the built environment, where no specific product or service is rendered by the brand.
IT'S NOT WHAT YOU SAY IT IS ...
... IT'S WHAT THEY SAY IT IS
MARTY NEUMEIER
DEFINING THE PLACE
Start by Asking Questions
WHAT DOES SEAPORT VILLAGE WANT TO BE?
I believe every story is distinct, every place is unique. From each project, brand, or person, staying true to your values is integral to authenticity. The best way to begin to define that narrative is to start by asking questions. It not only helps us understand where the project is today but also where it is illustrating opportunities for where it can be in the future.
Strategic Themes
Connection to Water
Embrace working waterfront, strong coastal connection honoring the water with water-centric experiences.
Creating one-of-a-kind world-class destination Year-round programming and activities, benefiting the visitor & local, and improving current business for tenants.
Experience Enhancements
Celebrating San Diego's rich history, present, and future. Explore the development of parks, plazas, and urban beaches. Connecting to downtown and the waterfront together. Community engagement and collaboration.
Education & Community Involvement
Communicating a Holistic Brand
Seaport Village is more than a destination... It's a cultivated community that inspires growth, imagination, and engagement. It is set apart by its dynamic education programs, a deep connection to local organizations and community, as well as a connection to the San Diego waterfront. Its' unparalleled location on the water and its charming gathering spaces make it a San Diego landmark.
01
Alignment
Relating the brand to the new image of the Port as well the new renovations occurring across the site.
02
New Energy
Create a compelling and cohesive vision that resonates with Seaport's wide range of visitors and captures San Diego's distinctive character and culture.
03
Flexible & Adaptable
Be a forward-thinking, innovative, and dynamic destination at the forefront of what is new and happening in San Diego.
04
Layered
Remain an iconic and engaging destination while elevating the overall design character and adding a variety of dining and retail experiences to attract both locals and tourists alike.
Branding Refresh
An Evolution not a revolution of the existing brand
ln order to determine where we are going we must first examine where the Brand has been and where it is today, not only from a marketing standpoint and how it is used but also in terms of signage and partnerships. This will help influence how the logo and brand of Seaport Village can evolve and learn from the good and the bad of its nearly 45 years as a staple in San Diego.
ENHANCING THE ARCHITECTURE
Paint It Neutral
ln order to unify the architecture throughout the site, elevate the overall design character, and create a unique sense of place that still reflects the brand’s spirit of eclecticism we painted the entire project with a series of neutrals.
Brick, stucco, and adobe are to be painted white with accents of dark grey/ blue wood trellises and trim. Wood Paneling is to be either white, grey, or dark blue with the opportunity for color accents on the doors. Rough wood buildings to remain while select buildings will be painted a bold color to stand out against the rest and create a landmark within the space.
The Role of Graphics
CERTAINTY
Certainty translates the ideas of an integrated vision into a cohesive set of elements that unify the experience. Clearly identifying where one is and that they have arrived at their destination. Large, bold, and impactful applications of the brand that reflect the character and eclecticism of the site.
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Identity Signage
VARIETY
Within the brand, there is room for a range of dynamics. Graphics engage the individual with their environment. They stimulate the senses, enhance architecture, direct guests, and create a sense of place that goes beyond the surface.
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Wayfinding Signage
DELIGHT
When a place is great, it just clicks. I know it. You know it. These are the places we remember most vividly, the places where serendipitous things happen. But what makes a place great? It is a combination of many different elements that come together and work cohesively to create a holistic experience.
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Placemaking Graphics
Surfin’ Santa
Swapping out his fur-lined threads for some SoCal-approved board shorts, Surfin' Santa will ride the swell into Seaport Village for his annual holiday homecoming. While the sleigh is in the shop, St. Nick and his festive fleet of Harbor Police will cruise in via tuna boat, docking along the waterfront for the ultimate kickoff to Christmastime. Live street performers will parade down the boardwalk, complete with free photo ops with Santa in front of his life-sized wave and surfboard, plus plenty of local retailers open for gift shopping.
Busker Fest
We bring performers from across the country to showcase their bizarre talents from sword swallowing to knife throwing to pogo stick tricks and juggling on unicycles. Throughout the festival, some of the nation's top performers fill the bayfront village drawing visitors to shop, dine, and enjoy an entire day of one-of-a-kind entertainment.
Staycation Campaign
2,113 Unique Enties
80,899
IMPRESSIONS
67.81
X THE NATIONAL AVG
3,840
CLICKS
706
TOTAL CONVERSIONS
4.75%
CTR
23,567
POST ENGAGEMENTS
Discover San Diego’s
Treasure by the Bay.
We partnered with Magic 92.5’s Xavier the X-man to promote a staycation contest. The winner would receive a 2-night stay at The Grand Hyatt and a $500 gift card to shop and dine at Seaport Village.
I BELIEVE