Newport Beach Marketing: Manhattan Pop-Up Draws 3,500
A four-store immersive experience in Nolita welcomed visitors by name and generated eight million media impressions for the California coastal city.
By Lucas Sheridan ·
Newport Beach tourism officials opened a temporary headquarters in Manhattan’s Nolita neighborhood last week. The four-store installation, branded as a vacation club, welcomed more than 3,500 visitors over three days. The location exceeded the attendance projections set by the organization.
Visit Newport Beach, the city’s promotion arm, designed the space to replicate specific aspects of a local trip. Each storefront represented a different phase of a vacation. The first area, labeled the Clubhouse, functioned as a check-in desk where staff greeted guests by name. The second space, called Beach Stroll, featured a boardwalk, a saltwater taffy bar, and an island of real sand.
The third location simulated a sailboat ride during golden hour. Captain Finn, a staff member playing a character role, christened a new vessel and asked visitors to help choose its name. The final store, named Midnight Dip, contained an oversized pool filled with caviar. Guests were invited to step inside for a photo opportunity that transitioned the theme from day to night.
A custom pedicab inspired by electric boats, named Sea Legs, transported guests between the four storefronts. Twelve ambassadors staffed the event. Each employee held a specific role and backstory detailed in a 25-page hospitality brief. Invited guests received personal letters from these characters before arriving at the pop-up.
Gary Sherwin, president and CEO of Visit Newport Beach, stated that the organization aimed to provide a physical experience rather than relying on standard advertising. “New Yorkers see destination advertising everywhere they look, so we knew a billboard alone could never capture how a Newport Beach vacation feels,” Sherwin said. He noted that the high attendance demonstrated the potential of the platform.
The in-house team installed the four environments in less than 24 hours. The construction took place nearly 3,000 miles from the city’s home base. Visit Newport Beach identified New York as a high-value market for long-haul travel. The organization noted that the dense media environment in the city makes standing out difficult for standard marketing campaigns.
Partnerships with local media outlets and content creators preceded the public opening. Press and social media coverage of the event generated more than eight million impressions. Opt-in data collected at check-in allows the organization to invite attendees to plan future trips. Ashley Johnson, SVP and CMO, said the event allowed the team to demonstrate local hospitality in person.
Every guest received a welcome based on their name, treating them as members of the club. The organization’s previous major campaign in 2015 used a clear-sided truck in London to draw over 50,000 people to the town. The Manhattan project follows a similar immersive strategy to promote the city’s coastline and resorts.
