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Cape Pond Ice Company Rebranding Presentation
- 4. STORY OF ICE + GLOUCESTER
- 6. HISTORY Frederic Tudor in his diary in 1807: “A man who had drank [sic] his drinks cold can never be presented with them warm again”
- 8. CONTEXT: GLOUCESTER Cutting ice on Fernwood Lake, West Gloucester- 1980’s
- 9. WORKING HARBOR & OLD SEAPORT
- 10. The allure of Fishing Fresh Seafood Peace and quiet History Perfect Storm Association St Peters carnival, Fishing festival Art and Culture Beautiful ride, scenic charm WHAT BRINGS PEOPLE TO GLOUCESTER?
- 12. Museum Experience Ice Bar/ Ice Room Story of Ice, Ice harvesting History Perfect Storm Association Community Support Merchandize, Store Ice Tours Ice Park with Ice slides What else could we do? WHAT BRINGS PEOPLE TO CAPE POND ICE?
- 13. CAPE POND ICE SHOP
- 14. CURIOSITY NOSTALGIA VICARIOUS NOSTALGIA PERSONAL NOSTALGIA “Wow! I wonder what that was like?” “I remember those days.” IMAGINATION/FANTASY AUTOBIOGRAPHICAL “What was it all like?” “I’ve seen my dad use this!” SEARCH FOR AUTHENTICITY Sensory Interactions,Immersive experience POSITIVE EMOTIONS Yearn for ages past, Reminisce, INTRIGUE CONNECT WITH BRAND ACTION Buy an artifact of experience, ADVOCATE the brand CONSUMER JOURNEY
- 15. TIM WALKER : LOST EXPLORERS FROZEN IN TIME
- 16. MERCHANDISE EXPERIENCE Museum Ice Bar Ice Room Ice Park Tour Authentic Classic,Timeless Well Researched Re-created artifacts Historic Fisherman, Sailors INTEGRITY Commemorative artifacts Storybooks Historic Artifacts Interactive Components EXPERIENCE + MERCHANDISE + POSSIBLE EXTENSIONS
- 17. CAPE POND ICE ROAD MAP Current Situation New Identity Merchandising Digital Portal Ice House Experience 26 Degree Bar Beauport Hotel Top Deck Expanded Merchandise Range Full Experience Online Collaborations
- 18. THE CAPE POND ICE IDENTITY
- 20. !"#$"%&'$()# !"#$"%&'$()# !"#$"%&'$()# !" #$%#&'(%) !$ !" #$%#&'(%) !$ !" #$%#&'(%) !$ NEW IDENTITY
- 21. !"#$"%&'$()# 104 Commercial Street, P.O.Box 440, Gloucester, MA 01931-0440 t: 978.283.0174 / 978.283.0180 f: 978.283.3714 w: capepondice.com e: coolestguys@capepondice.com Since 1848 !"#$"%&'$()# *+,--$./01234 104 Commercial Street, P.O.Box 440 Gloucester, MA 01931-0440 t: 978.283.0174 / 978.283.0180 f: 978.283.3714 w: capepondice.com e: coolestguys@capepondice.com LETTERHEAD AND BUSINESS CARD
- 23. SIGNAGE & FACADE
- 24. Digital Extensions Physical stores? Pop up stores Collaborations- merchandize or ice New distribution/ licensing models s Event marketing- winter sports Social media Portal as resellers HOW WILL CAPE POND ICE EXTEND OUT?
- 25. TIMELESS TIMELY Innovation Intrigue Survival & Preservation Novelty & Tradition Storytelling Curiosity Historic Preservation Community Building Collaboration Memorable Experience Commemorative spirit Transience NEEDS
- 26. OF ICE OF GLOUCESTER Nature Survival & Preservation Mystique & Mystery Beginning of Time (Ice Age) Integrity Transparent to Opaque Textural Transient and Ethereal History Innovation Survival Technology Growth Ties to Industry (Fishing, Food, Storage) Community CHARACTERISTICS OF OUR EXPERIENCE
- 27. 6000 + 6000 SQUARE FEET
- 28. ADAPTIVE REUSE
- 29. FROZEN IN TIME
- 30. HOW DOES THIS ALL COME TOGETHER? ICE HISTORY ICE EXPERIENCE ICE BAR
- 31. FROZEN IN TIME: EXPERIENCE + TECHNOLOGY
- 32. FROZEN IN TIME: STORIES + INNOVATION
- 33. FROZEN IN TIME: ARTIFACTS + MEMORIES
- 34. FROZEN IN TIME: HISTORY
- 35. TOOLS OF THE TRADE: THEN + NOW
- 36. TOOLS OF THE TRADE William T Wood - Ice Chisels 1894
- 37. FROZEN IN TIME: SURVIVAL + PRESERVATION
- 38. FROZEN IN TIME: INTEGRITY + INTERACTION
- 39. FROZEN IN TIMECOOL SOCIAL PROPS
- 40. FROZEN IN TIME: FUN + STORYTELLING
- 41. FROZEN IN TIME: LOAN APPAREL
- 42. FROZEN IN TIME: COMMUNITY
- 43. FROZEN IN TIME:TRANSIENT + EPHEMERAL
- 44. THEN AND NOW
- 45. FROZEN IN TIME: 26 DEGREES BAR
- 46. FROZEN IN TIME: BAR MENU The Perfect Storm Wicked Tea The Ice Harvest The CPI Classic The Nor'easter Widow's Watch MayDay Mule Captains Concoction
- 48. SEASONAL TOP DECK CAFE
- 49. COMMEMORATIVE EXPERIENCE ORIENTED Disney Land Golfing trip Spa Sea World Lego Land Universal Studios 9/11 Boston Bombings Titanic Holocaust Battle of Gettysburg Historic events Movie Themes Rock Bands Icons Sports Teams (Go Redsox!) Legends ENTERTAINMENT RELATED MERCHANDISE
- 50. MERCHANDISE
- 53. MERCHANDISE: ICE EXPERIENCE ACCESSORIES
- 54. MERCHANDISE: COMMUNITY Folly Cove Textile
- 58. MERCHANDISE TIMELINE: PHYSICAL + DIGITAL APPAREL APPAREL + PERSONAL ACCESSORIES APPAREL + PERSONAL ACCESSORIES + ICE EXPERIENCE ACCESSORIES APPAREL + PERSONAL ACCESSORIES + ICE EXPERIENCE ACCESSORIES + HOME FURNISHINGS APPAREL + PERSONAL ACCESSORIES + ICE EXPERIENCE ACCESSORIES + HOME FURNISHINGS + INTERIOR PRODUCTS
- 64. PUBLIC RELATIONS
- 73. DOWN THE ROAD: ICE EXTENSIONS BEER COLLABORATION ICE CREAM COLLABORATION
- 74. BUDGET MARKETING SPENDINGREVENUE FORECAST YEAR 1: $ 702,840 YEAR 2: $ 1,208,220 YEAR 3: $ 1,872,330 PUBLIC RELATIONS: $ 45,000 PRINT ADS: $ 71,916 ONLINE ADS: $ 107,000 PROMOTIONS: $ 44,060 OUT OF HOME: $ 78,000
- 75. CAPE POND ICE ROAD MAP Current Situation New Identity Merchandising Digital Portal Ice House Experience 26 Degree Bar Beauport Hotel Deck Top Expanded Merchandise Range Full Experience Online Collaborations Subsidized Loans and Grants Private Equity Investment
- 76. “Ice contains a future and the past, sealed away. As if they're alive, everything in the world is sealed up inside, clear and distinct. Ice can preserve all kinds of things that way- cleanly, clearly. That's the essence of ice, the role it plays.” Haruki Murakami, Blind Willow, Sleeping Woman