Navy Pier

Strategic Leisure had an on-site office at Navy Pier from 1993 to 1994, and had direct strategic and pre-opening responsibility during a critical period of the Pier’s development. Navy Pier is a $225 million public sector entertainment district in downtown Chicago, attracting 8 million visitors annually, since opening in May of 1994.

Strategic Leisure first completed a Product Positioning & Marketing Strategy which emphasized the need to create critical mass through the programming software of the Pier’s “Menu of Venues” hardware. Subsequently, Strategic Leisure was asked lead a myriad of responsibilities, including:

Leading the creation of both the Pier’s first organizational plan and operating budget;

Developing the strategy to visually and programmatically animate the Pier’s promenade, as per Strategic Leisure’s earlier recommendation;

Planning and producing the first phase grand opening of the Pier, which featured the Skyline Stage;

Conceptualizing the expansion of the Pier with the development of the ”Chicago On Stage” strategy; and,

Negotiating the procurement of attractions.

Skyline Stage