Spring BreakHouston

Traffic Closures, Driving Directions &Communications Strategy

2013

Dates

Saturday, March 9, – Sunday, March 17, 2013

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Traffic Closures• Phase I – implemented immediately– Hermann Park Drive (southbound) at Caroline

• Phase II – implemented after park parking reaches capacity– Hermann Park Drive (southbound) at Fannin– Hermann Park Drive (northbound) at Cambridge

• Phase III – implemented based on traffic pattern– Cambridge (northbound) at MacGregor

(NOTE: access for emergencies only)

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Traffic Closures

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Driving Directions• TX-288 S

– Museum District• Exit Southmore St / Calumet St / Binz St and take Southmore or Binz west

– Hermann Park / Zoo• Exit N MacGregor Way / S MacGregor Way and take MacGregor / Braeswood west for parking in the TMC

or take MacGregor west and Almeda north for parking in Midtown / Downtown– TMC

• Exit Holcombe Blvd / Old Spanish Trail and take Holcombe west– HLSR (Rodeo)

• Exit Holcombe Blvd / Old Spanish Trail and take Old Spanish Trail west• TX-288 N

– HLSR (Rodeo)• Exit Yellowstone Blvd and take Old Spanish Trail west

– TMC• Exit Yellowstone Blvd and take Holcombe west

– Hermann Park / Zoo• Exit N MacGregor Way / S MacGregor Way and take MacGregor / Braeswood west for parking in the TMC

or take MacGregor west and Almeda north for parking in Midtown / Downtown– Museum District

• Exit Binz St / Calumet St and take Binz west

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Driving Directions• I-610 E

– HLSR (Rodeo)• Exit 1C Kirby Drive or Exit 1B Fannin St and proceed north• Merge onto TX-288 N and Exit Yellowstone Blvd and take Old Spanish Trail west

– TMC• Merge onto TX-288 N and Exit Yellowstone Blvd and take Holcombe west

– Hermann Park / Zoo• Merge onto TX-288 N and Exit N MacGregor Way / S MacGregor Way and take MacGregor /

Braeswood west for parking in the TMC or take MacGregor west and Almeda north for parking in Midtown / Downtown

– Museum District• Merge onto TX-288 N and Exit Binz St / Calumet St and take Binz west

• I-610 W– HLSR (Rodeo)

• Exit 1B Fannin St or Exit 1C Kirby Drive and proceed north

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Driving Directions• US-59 N

– Museum District• Exit Main St and proceed south• Merge onto TX-288 S and Exit Southmore St / Calumet St / Binz St and take Southmore or Binz west

– Hermann Park / Zoo• Exit Richmond Ave / Downtown for parking in Midtown / Downtown • Merge onto TX-288 S and Exit N MacGregor Way / S MacGregor Way and take MacGregor / Braeswood west for parking in

the TMC or take MacGregor west and Almeda north for parking in Midtown / Downtown– TMC

• Merge onto TX-288 S and Exit Holcombe Blvd / Old Spanish Trail and take Holcombe west– HLSR (Rodeo)

• Merge onto TX-288 S and Exit Holcombe Blvd / Old Spanish Trail and take Old Spanish Trail west• Merge on TX-288 S and onto I-610 W and Exit 1B Fannin St or Exit 1C Kirby Drive and proceed north

• US-59 S– Hermann Park / Zoo

• Merge onto TX-288 S and Exit N MacGregor Way / S MacGregor Way and take MacGregor / Braeswood west for parking in the TMC or take MacGregor west and Almeda north for parking in Midtown / Downtown

– Museum District• Exit Fannin St and proceed south• Merge onto TX-288 S and Exit Southmore St / Calumet St / Binz St and take Southmore or Binz west

– TMC• Merge onto TX-288 S and Exit Holcombe Blvd / Old Spanish Trail and take Holcombe west

– HLSR (Rodeo)• Merge onto TX-288 S and Exit Holcombe Blvd / Old Spanish Trail and take Old Spanish Trail west• Merge on TX-288 S and onto I-610 W and Exit 1B Fannin St or Exit 1C Kirby Drive and proceed north

Communications Strategy

Key Messaging, Press Kits, Press Conference & Media Outreach

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Key Messaging• Spring Break Houston attracts an average of more than

350,000 people daily• The City of Houston and stakeholders created a

successful plan in 2012 that included driving directions and a parking plan to best navigate travel to Spring Break Houston destinations

• Ride METRORail to add to the ease of accessing highlighted destinations – HLSR, Hermann Park / Houston Zoo & Houston Museum District

• For recommended and updated driving directions and parking information visit houstontx.gov or houstonspecialevents.org

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Press Kits

• General release incorporating Spring Break statistics and facts

• Recommended driving direction and parking – step-by-step guide with map(s)

• Programming highlights from key attractions combined into one document for press kit

• Each partner has opportunity to provide individual press releases/packets at one press table at press conference

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Press Conference

• Attraction highlights due to DPWPR by 5:00 p.m. on Wednesday, February 27

• Press conference will be held on Monday, March 4, at 12:00 noon at the Hermann Park Reflection Pool in Lindsay Plaza, across from the Sam Houston Monument in Hermann Park

• Media advisory to be distributed prior to conference• Upon approved run of show by the City, DPWPR will craft

bullet points for each presenting stakeholder

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Media Outreach• DPWPR will pitch stories to local radio and television with in-person

appearances the week of March 4– Specific targets:

• News 92• KUHF• KPRC Weekend News• KHOU-TV Channel 11 Great Day Houston

• Work with local print and online media for in-paper stories to run Thursday, March 7, and Friday, March 8– Specific targets:

• Houston Chronicle City & State• Houston Chronicle 29-95• Houston Press• Houston Community Newspapers• Neighborhood publications• All local broadcast traffic reporters

• Distribute map and recommended parking instructions to determined entities as well as all participating stakeholders for internal and external distribution