PHILADELPHIA, June 3, 2004 (PRIMEZONE) -- Billed as Philadelphia's Official Kick Off to Summer, the 2004 Captain Morgan's Jam on the River proved to be a successful one for the sponsors and the event producer, the Penn's Landing Corporation. The 19th annual event took place at the Great Plaza at Penn's Landing on May 29 and May 30 and featured a new direction musically to attract a new generation of visitors to Penn's Landing.
With close to 20,000 people attending this year's festival, the "evolved" event proved fruitful for the Penn's Landing Corporation and the region.
"Penn's Landing events are more than just a generator of wonderful memories and good feelings," said Acting President of the Penn's Landing Corporation, Joseph Brooks." Festivals like Jam on the River are also economic development engines with a far-reaching impact.
The concept of event as economic development tool was evident in the event's successful hotel marketing package. The event was advertised to the Greater Philadelphia region including outlying markets like Reading, Allentown, Wilkes Barre, and Atlantic City. The goal was to attract a new generation of visitors to the Philadelphia waterfront. The success in drawing from those markets was a well-advertised hotel package. The Holiday Inn Historic District participated as the exclusive hotel partner, offering a $129 a night package, which included 2 tickets to the show, discounted parking, and breakfast.
Saturday night was a sell-out for the official hotel partner, and with more than 63 packages sold and $10,000 in revenue for the weekend, the Holiday Inn Historic District considered this venture successful. "We were extremely pleased with the outcome of the Jam on the River partnership and look forward to next year, said Michelle Simpson, Director of Sales and Marketing for the Holiday Inn Historic District. Simpson continued, "Memorial Day Weekend is typically very slow for us, but the partnership with this event proved to have a positive impact on our business."
After months of research into the changing festival marketplace, the talent line up was announced, describing a new musical direction for this long running event along Philadelphia's waterfront. Big Head Todd and the Monsters, Particle, Karl Denson's Tiny Universe, Galactic, Disco Biscuits and Ween were all part of this year's festival. Disco Biscuits were returning for their second year. JAM Bands are proving nationally to be a draw for festivals and Philadelphia had nothing like it, therefore the timing was perfect for this year's line up of artists.
"It was clear to our team that there is a market for this musical genre," said Mr. Brooks. "I think their opinion was validated with the phenomenal turnout at the gate."
Penn's Landing Corporation was also pleased to announce Captain Morgan as the new title sponsor for Jam on the River, adding to the list of the event's success.
Ron Melillo, Regional Marketing Manager for Diageo, stated, "Captain Morgan is the State of Pennsylvania's No. 1 selling spirit brand and growing strong. One of our marketing objectives this year was to find a marquee event in the Greater Philadelphia Region that would match the excitement and scale of the Captain Morgan brand."
Penn's Landing is Philadelphia's Waterfront district, running along Columbus Boulevard from Washington Avenue to Spring Garden Street. The two main sites for the more than 75 festivals, concerts, and events at Penn's Landing are the Great Plaza, located along the Delaware River at Columbus Boulevard and Chestnut Street, and Festival Pier, on Columbus Boulevard and Spring Garden Street. For more information on event locations and event details, call (215) 922-2FUN or visit www.pennslandingcorp.com. Independence Blue Cross is the presenting sponsor of the 2004 Summer Season at Penn's Landing.
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