MUSIC CITY TOTAL SOLAR ECLIPSE
Overview
THE ECLIPSE
On August 21, 2017, a rare, total, solar eclipse swept the country from coast to coast for the first time since 1918.
THE CITY
The path of totality (total darkness) was long, but only 70 miles wide. Nashville was the largest city in its path, and hundreds of thousands were expected to surge into the city to witness the event.
THE SCIENCE CENTER
Adventure Science Center is a 44,000-square foot, nonprofit science museum staffed by 60 full-time employees and located on the edge of downtown Nashville, TN.
ROLE Director of Marketing & Communications, member of executive leadership team, reporting to the CEO.
Goals
Leverage the total solar eclipse and the corresponding excitement and national attention to:
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Inspire audiences with an interest in science and technology
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Position the science center as a valuable community
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Increase the science center’s visibility and reach
Challenges
Highlights Video
LACK OF RESOURCES
Promotion of the eclipse, in addition to the work required to promote the science center’s regular season of exhibits and events, would stretch already strained resources.
DIMINISHED REPUTATION
Negative brand image and reduced attendance had weakened the science center's power to influence events and people.
SKEPTICISM OF EVENT IMPACT
The last time the U.S. experienced a similar eclipse was before the advent of air travel and the internet. Most government officials and business leaders were naturally skeptical of its power to attract national and international visitors. This made galvanizing support from key stakeholders extremely challenging.
Infographic design by Alexis McCoy
Awards