CHINATOWN
NIGHT
MARKET
2023
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THINK!CHINATOWN (T!C)
ABOUT:
Think!Chinatown is an intergenerational non-profit based
in Manhattan’s Chinatown. Its mission is to foster
community through neighborhood engagement,
storytelling, and the arts in order to build a stronger,
more resilient Chinatown.
MISSION
“We amplify the voices of our neighbors & advocate for
equity in resources in Chinatown”
- Think!Chinatown’s website
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Empower the Chinatown community and Asian
businesses
Provide API community the confidence and
support to survive post-COVID 19
Advocate for effective community engagement
Overcome barriers of community organizing where
socio-economic factors, language, and cultural
barriers create challenges for Chinatown
community to make decisions in their own
neighborhood
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GOALS OF CHINATOWN
NIGHT MARKET
ABOUT CHINATOWN NIGHT MARKET:
The Chinatown Night Market event series is a celebration of
food, art, and overall culture, showcasing the local vendors
and artists that make Chinatown the place that it is.
A recurring incubation program to support local vendors,
bring more foot traffic to Chinatown during weekday
evenings, and help make underutilized city spaces more
welcoming and accessible to the public
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Series of 5 night markets throughout summer
(May~September)
Approximately 100,000-150,000 people living in
Chinatown
Popular NYC tourist attraction
NYC attracts 65 million tourists annually (pre-COVID)
Goal: Increase attendance of Chinatown Nights
programming
● Objectives:
○ Reach 100% reservation capacity per night
market
Goal: Expand Think!Chinatown’s audience to reach a
diversified auditience
● Objectives:
○ Increase audience in the 15-24 range
Goal: Expand Think!Chinatown audience via vendor
audience
● Objectives:
○ Invite 10-15 food and art vendors to set-up
stalls at the night market
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TARGET AUDIENCES
Target audiences:
● Tourists visiting NYC
● NYC visitors from outside Chinatown, Manhattan
● Social media engagers and followers
● Residents of Chinatown, Manhattan
July 2022
August/September 2022 (combined)
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SEGMENTATION &
MARKETING STRATEGY
Communication Channels:
Email (Newsletters)
● Announcing our next Night Market this Friday, August 12th 8-11PM at Forsyth Plaza.
Bring your friends and family for a full night of tasty eats, fun performances, and
traditional crafts.
Facebook
● ✨Chinatown Night Market August 12th, 8-11PM at Forsyth Plaza✨ Get Korean
inspired food and drinks @roundk_by_sol and and Japanese influenced desserts like
kakigōri @thelittleonenyc.
Instagram
● 📣Announcing our next Night Market this Friday, August 12th 8-11PM at Forsyth
Plaza. Bring your friends and family for a full night of tasty eats, fun performances,
and traditional crafts.
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MARKETING BUDGET
Channel
Weeks
Media Budget
Facebook/Instagram
4.5
0
Squarespace Newsletter
4.5
$276
Paid Media
4.5
$1000
*Estimations based on Guidestar Financial Statements
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Think!Chinatown is known to be heavily volunteer-run (including photographers,
videographers etc.)
Based on prior knowledge, Think!Chinatown works with The HERE Agency, a nonprofit
marketing agency
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NON-REVENUE PROJECTIONS
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Chinatown Night Market is non-ticketed event
RSVP is required for performance seating with a suggested donation of $5-15, but the night
market is open to everyone
Approximately $15,000 will be raised per event to cover permit fee for Large Plaza Event and other
operational expenses
*Vendors will be selling prepared food, cooked
food, arts and crafts, and merchandise with
suggested pricing to cover operating costs
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PLAN TO MEASURE SUCCESS
Goal: Increase attendance of Chinatown Night Market programming
● Estimated 8,000 attendance from August and September 2022
Chinatown Nights
● Success based on whether next 2023 Chinatown Night markets
surpasses 8,000
Goal: Expand Think!Chinatown’s audience to reach a diversified auditience
● Measure tourist audience (data collected via survey)
● Measure whether target audience of age 15-24 increases from
collected data (audience counts, RSVPS)
Goal: Expand Think!Chinatown audience via vendor audience
● Data will be collected via survey with the answers to the question
“how did you hear about us?”
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WORKS CITED
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Think!Chinatown website: https://www.thinkchinatown.org/
Office of the NY State Comptroller:
https://www.osc.state.ny.us/reports/osdc/tourism-industry-new-york-city#:~:text=New%20York%20City%20hosted%20
66.6,reduction%20(see%20Figure%201)
Census Reporter:
https://censusreporter.org/profiles/79500US3603809-nyc-manhattan-community-district-3-chinatown-lower-east-sidepuma-ny/
Think!Chinatown’s Facebook, Instagram page (@thinkchinatown)
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