Dilworth Plaza Archives | LevLane Advertising

On November 14^th, Philadelphia’s newest winter attraction will be introduced: The Rothman Institute Ice Rink at Dilworth Park. In the past, Dilworth Plaza at City Hall was a dilapidated urban maze that left the Center City District (CCD) craving a fresh space that people would prioritize as a must-visit destination. In September, CCD unveiled its new $55 million park space as Dilworth Park. Now it is a centerpiece of the city, with multiple weekly activities such as concerts, movies, and festivals.

As winter brings bitter cold temperatures and covers Philadelphia in a veil of snow, people tend to stay inside instead of experiencing everything the season has to offer. This melancholic time provided LevLane the opportunity to bring the warm spirit of the city to Dilworth Park, and bring together two of the region’s most well-known entities to develop and establish the Rothman Institute Ice Rink: Center City District and the Rothman Institute. Both clients’ businesses and cultures are sewn into the fabric of Philadelphia, which makes them the perfect partners to create a space that provides a uniquely Philadelphian experience. CCD is one of LevLane’s oldest clients, which gives us the advantage of knowing who reflects the brand’s image. Rothman’s orthopaedics practice throughout the region provides services focused on the human form’s movement– from balancing on ice skates to gliding around the rink.

FullSizeRender[1] By showcasing the ice rink as a winter mainstay, LevLane’s goal was to make the ice rink a tradition synonymous with the Philadelphia winter season. We set out to create an area for visitors to meet, interact, and have fun. We placed transit ads, print media, brochures, posters, and banners throughout the Philadelphia region to drive people toward Dilworth Park. The campaign effectively hit all corners of the city and depicted the Rothman Institute Ice Rink as a gathering place during the winter months. At the ice rink, a snowflake containing the Rothman Institute logo is placed under the ice, and around the circumference of the rink are the names of Philadelphia neighborhoods, represented as ice skating moves (such as the “Kensington Crossover”). Skaters are encouraged to share their moves and enjoyment of the new rink on social media by using the hashtag #rothmanrink.

The Rothman Institute Ice Rink at Dilworth Park was an agency-wide project that was successfully implemented because of our talented employees and caring clients. This frosty new feature will be open daily from November 14^th through February 22^nd. Join us in making the Rothman Institute Ice Rink at Dilworth Park a Philadelphia tradition.

It was known only as barren, uninviting and often restricted.

Now, it is Center City’s lively new centerpiece around Philadelphia’s City Hall.

After years of construction, Dilworth Park finally became a reality in September, attracting local workers, families and tourists to the transformed space with more improvements soon.

When the Center City District needed a partner to brand and promote Dilworth Park, it chose LevLane. Another cool project for a client we’ve loved for more than 10 years. Levlane has helped promote CCD’s Restaurant Week, Lunchtime Concert Series and other special events.

LevLane was excited to help Center City District position Dilworth Park as the new place to live, work and play in the city. It’s the stage for quiet gatherings for people from all sections of the city, for children to play in the fountains, and for entertainment and family fun. Dilworth also would be the new gateway for hordes of commuters using mass transit with the dramatically improved underground entrances to SEPTA’s subways and trolley lines.

New name, more action. CCD turned Dilworth Plaza from the inaccessible, multi-level mass of hard surfaces around City Hall into a fresh, green well-maintained public space with the new name, Dilworth Park. It features expanded public space with groves of trees and a lawn, a café operated by famed local chef/restauranteur Jose Garces, a programmable fountain that will become an ice skating rink in the wintertime, and space for plenty of benches and chairs for people to hang out.

LevLane’s objective was to develop a multimedia campaign that would reach local residents and workers, young professionals and families with young children, as well as public officials, civic leaders event planners and donors. We created fresh new identity for Dilworth Park to attract locals and encourage them to take advantage of the new cafe and events.

From lifeless in the past to lively today. LevLane created new branding that positioned Dilworth Park as a place with energy, a place with planned entertainment and arts and cultural events year-round, like weekday happy hours with a DJ and movie nights under the stars.

The campaign creative is evident in newspaper, magazine, digital and radio ads, outdoor signage and giant banners, transit signs and bus wraps, brochures and event promotional materials.

“LevLane played a huge part in developing all of the signage and marketing for the park. It was a long road to get everything done, but another job well done by our team!” said Josh Lev, account director for CCD. “The branding and promotion of the city’s newest was a great opportunity to demonstrate our creative and media capabilities. We were happy to support a project that would be so visible and positive for Philadelphia.” Along with Josh and Stephania Marsico from account services, LevLane’s team included RJ Cassi, Evan Monsky, and Gabby Shirdan.

Center City District works year-round to ensure that Philadelphia’s downtown not only looks welcoming, but also is brighter, safer and more accessible. The $55 million Dilworth Park project was the fourth and most prominent city park to be re-developed and managed by CCD. All renovations are expected to be complete in November.

A sample of events at Dilworth Park:

Pictures in the Park with Tuesday night movies al fresco under the glow from City Hall, the first on Sept. 30 with Seabiscuit
Live @ Lunch — Philadelphia’s center stage shines every Wednesday afternoon with a showcase of local music, dance & performing arts.
Style Pop – Thursdays at Dilworth Park, 11 a.m. to 7 p.m. Dilworth becomes a chic, cutting-edge designer pop-up market with designer apparel, accessories & crafts.
Grooves in the Grove – Every Friday and Saturday, 11:30 a.m. to 1:30 p.m. pack a brown bag lunch or grab some treats from the café and settle in for some shoulder-bopping, hip-swinging, head-bobbing tunes.
Octoberfest – Saturday, Oct. 18 and 25 — This fall festival will fill the park with a series of fun activities & games, plus a social 21+ beer garden.

Tag Archive for: Dilworth Plaza

Philly’s Got Moves at new Rothman Institute Ice Rink

When Center City District wanted to re-brand Philadelphia’s newest park, it chose LevLane