PRESS KIT 2014 FORMERLY JOHN HANCOCK OBSERVATORY

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1 PRESS KIT 2014 FORMERLY JOHN HANCOCK OBSERVATORY 1

2 Welcome to IPW, and Chicago Welcome IPW attendees, to 360 CHICAGO (formerly John Hancock Observatory)! We are thrilled to join together with our partners at Choose Chicago, the official destination marketing organization for Chicago, to host you in our city that now more than ever, is indeed calling. Choose Chicago has set a goal to welcome 55 million visitors annually by 2020 and to be the fifth most visited destination for international guests. 360 CHICAGO is proud to align itself with the city and Choose Chicago to reach these important goals 2

3 About 360 CHICAGO Located on the cusp of Lake Michigan, 360 CHICAGO (formerly John Hancock Observatory) is one of Chicago s most visited tourist attractions and is located at 875 North Michigan Avenue on the 94th floor of John Hancock Center, 1,000 feet above The Magnificent Mile. With a tagline of Best Views. All Around. 360 CHICAGO aptly describes the comprehensive guest experience at the 94th floor observatory. From the moment they step off the elevator, guests are awed by the breathtaking, 360-degree views of Chicago showcasing dazzling skyline and Lake Michigan views and the ability to see as many as four states and as far as 55 miles. 360 CHICAGO takes it a step further, providing interactive learning opportunities at every turn marks an exciting year for 360 CHICAGO as the new brand identity is announced along with other exciting transformations including a multi-million dollar renovation and TILT, the epic new attraction opening this spring that will forever change the way visitors see Chicago. We had a vision for elevating the experience, and providing memories for guests that will last a lifetime, said Patrick Abisseror, CEO of Montparnasse 56 Group, the owner of 360 CHICAGO and the leading operator of observation decks. Under parent company Montparnasse 56, 360 CHICAGO is redefining the guest experience and bring TILT to life. The Evolution of 360 CHICAGO In 2012, Montparnasse entered the U.S. market with the purchase of John Hancock Observatory (now 360 CHICAGO). The observatory devoted important time and resources to research in order to learn more about visitor s expectations toward a touristic attraction. These research efforts guided the new concept and rebranding of 360 CHICAGO to present more than just an observation deck. With a goal of exceeding the residents and visitor s expectations and providing memorable experiences, 360 CHICAGO was born. Now an all-encompassing, interactive destination awaits, where adults and children alike can experience and view the city of Chicago like never before, with 360-degree views, over 1,000 feet up. 3

4 We Are Tourism Unique among observation destinations nationally and globally, 360 CHICAGO is owned and operated by a company dedicated to the world of tourism. Montparnasse 56 Group is one of the leading independent operators of tourist attractions in Europe and one of the world s only companies specializing in the management of observation decks. After three decades of successful operations in Europe, Montparnasse 56 Group is pursuing an aggressive growth strategy aimed at acquiring exceptional sites around the world and creating world-class experiences. 360 CHICAGO is the first site owned and managed by Montparnasse 56 in the U.S. and is a reflection of the group s interest in expanding its expertise and experience throughout the world. As the flagship location for the U.S., 360 CHICAGO incorporates the best practices developed over decades of operation in Europe and will be instrumental to the future growth of the group domestically. Montparnasse 56 Group creates and develops tourist attractions and parks based on their founding values while thinking globally and operating locally to deliver unique, must-see experiences - including 360 CHICAGO. International Representation Montparnasse 56 Group operates eight offices in seven countries spread among four continents. Since the creation of Montparnasse 56 Group in 1974, the company has been dedicated to expanding its global reach by opening sales offices across the world. Beginning in France and branching out to Germany, the UK, China, New Delhi, Brazil and Russia, this international expansion has served as the key strategic driver of overseas tourists to their world-class sites. Through this vibrant global network, Montparnasse 56 Group has successfully forged powerful, ongoing relationships with 14,000 tour operators around the world. 4

5 360 CHICAGO IN-DEPTH 360 CHICAGO Features The observatory has long been a place of discovery for visitors and locals interested seeing the views, and who also share a love of history, architecture, and even urban planning, says General Manager Nichole Williamson. For us, the entire new system identity 360 CHICAGO - reflects the vibrant experience of what one can find here. Travelers from all over the county and the world visit 360 CHICAGO every year. With total annual visitation topping half a million for many years, guests are welcomed from states spanning coast to coast and from over 30 countries internationally. As Chicago tourism continues to grow internationally, 360 CHICAGO is working to adapt its experience for guests by offering groundbreaking technology and information in seven key languages, as well as a team of culturally diverse staff members on-site. Interior and Brand Design Gensler, an award-winning firm with 46 offices worldwide, created the new brand identity for the observatory. Specializing in design, architecture and planning, the agency s creative team presented a look rich in blues and greens, meant to celebrate the natural land, sky and water elements seen from the observatory. To ensure that the atmosphere and setting is reflective of the new brand identity, 360 CHICAGO called on Gensler to oversee a variety of physical improvements to the interior design, bringing a world-class ambiance to the 17,371 square foot (1,614 square meter) observation deck. 5

6 Latest Renovations To improve the visitor experience and flow, a renovation of the observatory entrance at the concourse level and 94th floor was planned for 2013 and Features of this multi-million dollar renovation include: New retail areas on the concourse level and 94th floor. Improvement of guest pathways throughout the space to provide natural and efficient flow. Innovative technologies, translated in seven languages, which allow guests to explore the Chicago skyline through panoramic touch-screens and interactive educational kiosks. Upgrades to all the audiovisual features on the 94th floor, including state of the art lighting and sound systems to enhance the viewer experience. Installation of luxury interior design elements, including the world s largest installation of mirrored Barisol ceiling panels, Chilewich wall-coverings and plush Milliken carpet. The exciting changes allow guests to explore 360 CHICAGO and interact with the 360-degree view from new angles and unbelievable reflections. The renovation plans respectfully took into account the historical significance of this iconic building and paid homage to the history of innovation and architectural achievements that the city of Chicago is proud to be recognized for. It is due to this motivation inspired by decades of architectural and engineering feat in Chicago, that Montparnasse 56 Group and 360 CHICAGO are able to offer a brand new way to engage with the city s views, by TILT. 6

7 Montparnasse 56 Group and 360 CHICA- GO had a vision for elevating the guest experience and providing a moving attraction unlike any other, bringing the observatory visit to an entirely new level. The idea for TILT was conceived with 360 CHICAGO wanting to provide a thrilling experience for guests, and leave them with an indelible imprint of Chicago s stunning views. A one-of-a-kind experience, TILT is an enclosed, glass and steel moveable platform that holds up to eight visitors per cycle. Once guests are safely situated inside, the platform slowly tilts outward to an adventurous angle, generating downward-facing views of Chicago from one thousand feet above The Magnificent Mile. TILT gives thrill-seekers an exciting, safe way to take in unsurpassable views of the city, from a never-before-seen angle. Engineered by the expert team at Thornton Tomasetti an award-winning engineering firm with offices in North America, Europe and Asia this state-of-the-art, structural feat was developed without compromising the architectural look of one of Chicago s most prominent buildings. Made from several layers of reinforced, shatter-resistant glass and precision fabricated steel, Thornton Tomasetti developed an innovative, safe way for adventurists to experience the observatory s views. In collaboration with Thornton Tomasetti, Turner Special Projects, an award-winning general contracting company and Cupples, an internationally recognized firm that specializes in building façades, have made this architectural achievement a possibility. TILT is located in 360 CHICAGO s south end, allowing guests to experience unique skyline views of Chicago. The cost will be an introductory rate of $5 per experience, plus the cost of general admission to the observatory. TILT tickets can be purchased online or in person at 360 CHICAGO s ticketing desk, based on availability. Special group rates are also available and reservations must be made 72 hours in advance. 7

8 Interactive Tour by De Pinxi In the spring of 2013, 360 CHICAGO (formerly John Hancock Observatory) announced a brand new way to take in the amazing views as it welcomed the installment of 18 interactive and educational screens created by De Pinxi (an international multimedia and technology agency). Not only will visitors find unbeatable views of the city when traveling up to the observatory, but also educational features which enhance the experience. Guests at this top Chicago attraction have the opportunity to gaze upon their favorite views and interactively learn about the sights from every angle imaginable. The panoramic touch screens feature 360-degree views of the Chicago skyline as well as information on the city s history, architecture, natural scenery and culture. These interactive touch screens offer high definition views as seen from the 94th floor during both day and night. This offers the opportunity to see the city panoramically, even when the weather is inclement. Multimedia Audio Tour The multi-media audio tour, available for both adults and children, provides fascinating facts and history while guests make their way around the observatory, taking in our 360-degree views. The interactive and multimedia technologies are available in different languages including English, Brazilian Portuguese, Spanish, Italian, French, German, Mandarin Chinese & Japanese! North America s fastest elevators Traveling at 1,800 feet (549 meters) per minute, elevators arrive at the 94th floor in 40 seconds. 8 Café The café at the observatory is located on the 94th floor, with plenty of room to sit and relax. Guests can enjoy a variety of snacks, desserts, and light breakfast and lunch options in addition to beer, wine, cocktails and non- alcoholic beverages.

9 Retail 360 CHICAGO offers two convenient retail locations a larger space on the concourse level (open to the public without a ticket to the observatory) and a new space on the 94th floor. Both locations offer Chicago and (COMING SOON) 360 CHICAGO-themed merchandise! Stores offer a variety of souvenirs including shirts, totes, umbrellas, magnets fun historical items, sports-themed products and architectural memorabilia. An exclusive Magnificent Mile line of products is also offered at 360 CHICAGO the only place in the city to find it! Private Events It s not hard to add the wow factor to an event at 1,000 feet up. As if the spectacular view wasn t enough, the observatory has all of the resources to create an exciting event guests will be talking about for a long time afterwards. 360 CHICAGO offers flexible options for completely customized private and corporate events of all types. The expert team will work with guests to adapt to their requirements and needs, from a seated dinner to a cocktail reception. The observatory provides on site catering or will work with a preferred caterer to meet a guest s needs and offers unique amenities. (photo displays for custom event photos, garage parking, loading dock, freight elevator, ATM machines, gift shop, audio/visual equipment, photography services and more). Travel Trade Information In addition to our sales team in Chicago that work with travel professionals regionally, nationally and internationally, 360 CHICAGO is proud to have representation abroad to increase our reach to the international community. Representative offices are meant to attract international visitors to Chicago by promoting 360 CHICAGO in their home countries to tour operators, travel agencies and other travel professionals. 360 CHI- CAGO offers dedicated products, rates and packages (including food and beverage) that are available for groups of all types, as well as the FIT and the MICE markets. Our core products include General Admission, Sun and Stars package, Total Tower Experience and Sparkling Chicago (only available to the travel trade). In addition to these products, we pride ourselves on the ability to be flexible and create packages that work best for our client s needs. 9

10 Ownership Montparnasse 56 Group specializes in the operation and development of tourist sites. Bolstered by its success, results and financial resources, the company is implementing a policy of active external growth by creating or acquiring exceptional sites was marked with success and the group expanded to the United States with the acquisition of 360 CHICAGO (formerly John Hancock Observatory). The group now has four outstanding tourist sites including the 56th floor and panoramic terrace of the Montparnasse Tower in Paris (France), the Berlin TV Tower (Germany), Crocodile Zoo and Nature Preserve in the south of France (La Ferme aux Crocodiles) and 360 CHICAGO. Montparnasse Tower (Paris, France) Montparnasse 56 Tower ranks among the top ten most frequently visited destinations in Paris, France, with over 1.2 million visitors annually. Located on the Left Bank, Montparnasse Tower offers panoramic views of the world s most visited city. Fernsehturm/Berlin TV Tower (Berlin, Germany) With about 1.3 million visitors each year, the Berlin TV Tower is one of the most popular sightseeing attractions in Berlin, Germany. During high season, up to six thousand people per day visit the iconic tower, which features an observation deck at a height of 666 feet and a revolving restaurant. 10

11 The Pierrelatte Crocodile Park (Rhône Valley, France) With 300,000 visitors per year, La Ferme aux Crocodiles is a zoo and nature preserve. Boasting a tropical greenhouse of over 86,000 square feet, visitors can observe and photograph more than 400 crocodiles belonging to the rarest species, a magnificent group of giant tortoises from the Seychelles islands, and wild birds in lush tropical surroundings. The first venture into the US and the newest addition to Montparnasse 56 s repertoire is 360 CHICAGO (formerly John Hancock Observatory). Located on the cusp of Lake Michigan, 360 CHICAGO is one of Chicago s most visited tourist attractions and is located at 875 North Michigan Avenue on the 94th floor of John Hancock Center. With a tagline of Best Views. All Around. 360 CHICAGO aptly describes the comprehensive guest experience at the 94th floor observatory. From the moment they step off the fastest elevators in North America, guests are awed by the breathtaking, 360-degree views of Chicago. 11

12 Building Facts Architects: Skidmore, Owings & Merrill (SOM) Building Height: 100-story mixed-use complex 1,127 feet above the ground 1,456 feet total height with 349-foot antennas Fun Facts: Guests can see four states from 360 CHICAGO - Illinois, Indiana, Michigan and Wisconsin! That s over 50 miles on a clear day. Because of John Hancock Center s lakeside location, caissons had to be sunk into 100-foot holes drilled 190 feet into bedrock. The design concept allows only 5-8 inches of sway in 60-mile-per-hour winds and is tested to withstand winds of 132 miles per hour. Enough steel to make 33,000 cars was used to make the frame, which took three years to complete and weighs 46,000 tons. Its four corner columns weigh up to 100 tons each. At 5,000,000 pounds (2,268 metric tons) of aluminum, John Hancock Center boasts enough metal for 96 tour buses transporting the hardest rock bands. The building has 1,250 miles of wiring, with enough power to supply a city of 30,000 people The building s high-density black aluminum skin would stretch to cover 12 football fields, while its 11,459 extra-thick, glare-proof bronze glass window panes would make a single, 5-food sheet 13 miles long Some five million man-hours were required to complete the center s development. That s 20,833 days of around-the-clock work to complete the facility. It takes two men 40 hours each to change all the light bulbs in the Crown of Lights. One of the world s largest mixed-use skyscrapers John Hancock Center is home to 700 residential condominiums many people call John Hancock Center Home 12

13 360 CHICAGO AT A GLANCE Observatory Hours: Open 365 days a year from 9:00 a.m. to 11:00 p.m. (last ticket sold at 10:30 p.m.) Location: 875 N. Michigan Avenue, 94th Floor Chicago, IL Observatory Cost: General admission is $18 for adults (ages 12+); $12 for youth (3-11); free for children under 3. Additional ticket options such as Total Tower Experience, FastPass and Sun & Stars are available online. Packages and group rates are also available (more information available online at or by calling ) Affiliated with Chicago CityPASS and GO Chicago Card. Packages Total Tower Experience: Includes General Admission, Multimedia Audio Tour and an Exclusive 360 CHICAGO Gift. Adults (12+) - $28 Youth (3-11) - $22 Children Under 3 - Free Chicago CityPASS: CityPass saves 49% on Chicago s top 5 attractions and you ll skip most lines with FASTPASS/VIP entry to 360 CHICAGO, Shedd Aquarium, The Field Museum, Skydeck Chicago and your choice of Adler Planetarium or Art Institute of Chicago. CityPASS also gives you $1 off a $5 purchase at Chicago s highest café our award-winning Lavazza Espression café. Adults (12+) - $89 Youth (3-11) - $79 Fast Pass: Express entry up and down. Adults (12+) - $35 Youth (3-11) - $35 Children Under 3 - Free Sun & Stars: One ticket for Chicago s BEST views by day and night (valid 48 hours). Adults (12+) - $24.50 Youth (3-11) - $18.50 Children Under 3 Free 13

14 Contact Information For information, weekdays 9:00 a.m. to 5:00 p.m., please call All other times, please call General Inquiries: Contact: Group Booking: Contact: Event Inquiries: Contact: Media Inquiries: Contact: or Contact: Isabelli Media Relations Laura Collins / Sarah Sackett laura@isabellimediarelations.com / sarahs@isabellimediarelations.com

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16 875 North Michigan Avenue Chicago, Illinois Media Contact: Isabelli Media Relations