- Central Park is an 843-acre park located in Manhattan that receives over 25 million visitors annually. It has over 250 acres of lawns, 136 acres of woodlands, and 58 miles of walking paths. - The Central Park app and digital presence lack engagement and personalization. Visitor profiles show different needs across tourists, frequent visitors, and locals that are not adequately addressed. - Recommendations include redesigning the Central Park app to utilize augmented reality, social media integration, location-based services, and partnerships to offer personalized experiences and increase revenue through commissions and donations.

1. Central Park
Guillermo Arenas
Angie Chahin
Chih-Ya Chou
Mariel Espejo
Xinnan Li

2. Agenda
p Central Park Stats & Facts
p Digital Presence
p Competitor Analysis
p Visitor Profiles
p Problems|Unmet needs
p Central Park Framework
p Recommendations

3. Source: Feb 2011, http://greatergreaterwashington.org/
Central Park Statistics

4. Facts
p Origins: Opened in 1857 and was developed over 16 years
p Acreage: 843 acres, 6 percent of Manhattan's total acreage. Includes seven water
bodies totaling 150 acres, 136 acres of woodlands and 250 acres of lawns.
p Pathways: 58 miles of walking paths
p Trees and benches: More than 26,000 trees and nearly 9,000 benches
p Attractions: Delacorte Theater, a 1,885-seat auditorium for the performing arts; the 5.5-
acre Central Park Zoo with 1,400 animals, including Antarctic penguins and polar bears.
p Recreation: 26 ball fields; 30 tennis courts; 21 playgrounds; one carousel; two ice-
skating rinks, one of which is converted into a swimming pool in the summer.
p Management: Central Park Conservancy, a private, not-for-profit organization
founded in 1980, manages Central Park under a contract with the city
p Budget: The conservancy provides more than 85 percent of Central Park's annual $20
million operating budget.

5. Digital Presence
Website
- The official website which ran by the Central Park Conservatory
- Focus on recruiting donors and members
- Offers the Central Park Free App
- Informational and educational
- Unclear message
Mobile App
- Unable to purchase tickets through the app
- Plain way to show upcoming events
Blog
- It has not been promoted since it launched the blog
Foursquare
- Fractured among different locations among the park
- Main Central Park account has 12,786 photos, 89,000 total visitors, 160,000 checked
ins, 9.7/10 score out of 17,600 votes
- Recommendations are very basic and mostly funny
Yelp
- 1,368 reviews, 5 stars rating
- Extensive reviews from both NY’ers and tourists
Facebook
- 41,646 ratings, 4.7 stars
- Very long paragraphs, posts are too lengthy
Twitter
- 51,000 followers, 5850 tweets
- Serious tone, very educational, but not too involved
Instagram
- 1,914 followers, 321 photos
- Photos of the park scenery, but not very personal or involving everyday people

6. Competitor Analysis
Chelsea Piers High Line Park Hudson River Park
Description It aims to improve the quality of
life of its clients and guests by
providing a place for all-- adults
and children-- to relax, play,
learn and compete
Used to be part of the rail tracks
1.45 mile-long playground filled
with flowers and grasses
Longest waterfront park in the
United States. Transformed five
miles of decaying piers and into a
beloved, urban recreational
paradise. Attracting 17 million visits
each year. Plays a critical role in
protecting the Hudson River
environment itself.
Activities It offers a variety of indoor and
outdoor activities such as batting
cages, boat rides, bowling, team
sports, ice skating, and rock
climbing. It also has a sport
center, golf club and event
space for renting.
Art on the High Line
High Line garden programs
High Line family programs
High Line history programs
Sports & Recreation for kids and
adults
School programs and summer
camp
All-sport athletic fields
Beach volleyball courts
Outdoor activities; Kayaking,
Sailing…
Digital
presence
- Website
- Facebook: 13,000 fans,4.7
stars, 15 ratings
- Instagram: 530 followers
- Twitter: 7,500 followers
- Youtube, 26 subscribers, 20,478
views
- No mobile app
- Website
- Facebook: 98,811 likes, 4.7 stars,
836 ratings
- Instagram: 19408 Followers
- Twitter :49,800 Followers, 4091
Tweets
- Yelp:1165 reviews, 4.5 stars
- No mobile app
- Website
- Facebook: 5,999 Likes, 4.4 stars,
487 ratings
- Twitter: 5,560 followers
- Flicker account
- Youtube: 24 subscribers, 5,303
views
- Interactive map including
facilities description
- No mobile app

7. Visitor Profiles
Henry
Santiago
Emma
• Tourist
• 26 years old
• First time visitor
• “Explorer”
• New Yorker—Queens
• 32 years old
• Visits the park about
once every two
months
• “Discoverer”
• New Yorker—
Manhattan
• 50 years old
• Visits the park twice
per month
• “Regular”

8. Problems|Unmet needs
p The digital components of Central Park lack the ability
to build rapport with the visitors and create a
connection
p The brand tone is serious and informational, doesn’t
motivate experiences
p Visitors are not engaged with the social media
platforms, there is no interaction

9. APP Culture
p Over the past two years, downloading apps is the second-fastest
growing function that users have on their cellphones
p According to the Experian Marketing Services’ data, almost 40%
of cell phone users say they have the ability to download apps
p App downloads are more likely than average among 18-44 year
olds and those from households earning $50K+
p Only 7% of adults who own a smartphone or tablet consider
themselves non-mobile app users
p Frequency of mobile apps usage tends to correlate with age and
income groups. Avid users are more likely than average to be
25-34 years old and live in a household earning $50K-80K
Source: Mintel - Mobile Apps - US - September 2013

10. Central Park Digital Strategy Framework
Offer a personalized
experience to Central
Park visitors through
digital platforms
Improve visitors
experience by
upgrading Central
Park’s app
Use Augmented Reality
Technology to
personalize
experiences
Partner with
restaurants, museums,
bike rental stores and
other attractions
Partner with Spotify
and Google Maps
Engage users with the
App
Integrate social
extensions for all
activities
Location based
technology
Community building
through social media
adapting a friendly
informal voice and tone
Increase Revenue
Drive purchases
through partnerships
Commission based
fee
Incentivize donations
Call to action button
and trigger emails
Objec&ves
Goals
Strategies

11. Recommendation1
Redesign Central Park App
p Optimize location based service
p Integrate ‘Augmented Reality’ technology
p Integrate social media
p Personal adventure recorder (notes, songs, pictures)
p One stop information source
- Surrounding restaurants and delis
- External service providers ( Photography, painting, picnic baskets…)
- External rental services ( Bike, boat, horse carriage…)
p Partnerships
- Google Maps
- Spotify
- Service providers

12. p Utilize social media platforms
- Cross platform official hashtag: #MyCentralParkJourney, #MyCentralParkSong
- Spotify campaign to create official Central Park playlist
- Share user generated content through social media platforms
- Provide personal journey summary that can be shared on social media
p Rate and review points of interest
p Reserve, order and pay feature
Recommendation2
Engage users with the App

13. My Adventure
Choose your own adventure….
App Demo
Central Park
My Past
Adventures
Continue
Adventure
Begin Adventure

14. Today, I’m with…
Family
Date
Friends
Central Park
Myself
Food
Sports
I’m feeling like…
Attractions
Classes
Events
Central Park

15. p Integrated with Augmented
Reality technology
p People can search the
nearest destination based
on interest
p It shows the destination
information, ratings, and
distance
p Allows the visitor to create
personal journey records
p Share the experience on
social media easily
BRIDGE NO. 24
0.02 mi
OBELISK
0.05 mi
What I see
What I hear
What I think
Exit

16. CENTRAL PARK
You visited Central Park on
01/05/2014. Here is the
summary of your visit.
Dashboard
Timeline
Share
Dashboard
58 Photos
Taken today
3 Notes
Written today
8 Audios
Listened to today
11 Songs
p People can view and
share their journey via
mobile app
p The journey summary will
be sent to user’s email as
well

17. p Partnership transaction fee
- Commission based purchases of 2-3% per transaction
p Donations
- Trigger Email
- Call to action after purchase
- Clear app donation feature
Recommendation3
Strategies to increase revenue

18. Hi friend,
Here is the summary of your last visit to the park
www.centralpark.org/myvisit100001
The weather is getting warmer, how about you come
back and bike ride with us next week?
Be Central To The Park
75% of Central Park’s budget comes from your generous
donations.
You’ve visited Central Park today
Central Park
Trigger Email

19. THANK YOU!