You can't separate Philadelphia from its rivers, but according to the
Delaware River Waterfront Corporation (DRWC), locals’ connection to Penn’s Landing -- versus other up-and-coming areas of the city -- isn’t as strong as it could be.
"Our goal is to change the conversation on how Philadelphians see and use their waterfront," says DRWC spokesperson Jodie Milkman of the announcement that this year’s
Waterfront Winterfest is getting a major upgrade and extension. Attendance last year was phenomenal despite the fearsome weather.
Summertime also saw major growth in traffic to the waterfront thanks to
Spruce Street Harbor Park, and though the market for visitors is different between the summer and winter seasons, "the waterfront can be a year-round attraction and asset," insists Milkman.
After debuting for the month of December last year, Winterfest is returning as an cold-weather fixture in Philly, re-branded along with the rink as the Blue Cross RiverRink Winterfest. This season, the fun will run from November 28, 2014 through March 1, 2015, and include skating, food from Garces Events, light shows, plenty of fire pits, a "winter garden and forest" from
Groundswell Design Group’s David Fierabend (featuring hundreds of trees and locally-sourced recycled shipping containers) and a Philly Beer Week collaboration (details TBA).
"It’s not as disconnected or hard to get to as people might have imagined," adds Milkman, especially since the Philly
PHLASH unveiled a new winter schedule that includes the Winterfest site (stopping on Columbus Boulevard just south of Walnut Street). From November 28 through Dec 31, the PHLASH will run from Penn’s Landing to the Philadelphia Zoo every day from 10 a.m. - 6 p.m., and a special Holiday Evening Loop -- including the waterfront, Franklin Square, LOVE Park and more -- will run 6 - 10 p.m.
But the DRWC is also looking beyond winter festivities to focus on the overall impact of extended programming and "placemaking" on the waterfront, which, as Milkman puts it, proves "the need to support winter tourism in addition to summer tourism."
And it’s not just about maximizing visitors. Increasing traffic at waterfront programs today, whether it’s a summer park or skating with Santa, is key to future development there.
"All of these programs are hopefully setting the stage for large-scale future development," says Milkman, "and pre-conditioning audiences to support businesses on the waterfront in the summer and the winter. It’s a lot easier for people to invest in the waterfront if they feel it has an audience.”
Writer: Alaina Mabaso
Source: Jodie Milkman, The Delaware River Waterfront Corporation