612. Is Macy’s Thanksgiving Parade Its Most Valuable Asset?

2024/11/21

Freakonomics Radio

AI Deep Dive AI Insights AI Chapters Transcript

People

Dawn Tolson

Jeff Kinney

Jen Neal

John Cheney

Kevin Lynch

Stephen Dubner

以《怪诞经济学》系列著名的美国作家、记者和广播电视人物。

Tony Spring

Will Koss

Topics

Stephen Dubner：从个人经历出发，对梅西感恩节游行的成本和收益产生好奇，并试图通过采访相关人士来揭示其经济效益。他指出游行的电视收视率极高，但梅西百货对游行的经济效益保密，将其称为"献给国家的礼物"。 Will Koss：作为游行的执行制片人，他详细介绍了游行的制作过程，包括气球和花车的制作、运输以及纽约市街道的封锁等后勤工作。他强调了游行对广告合作伙伴的价值以及其跨代际的影响力。他提到游行的准备工作长达18个月，涉及到65名全职员工以及游行前夕的额外人员。 Jen Neal：作为NBC环球媒体集团的执行副总裁，她阐述了NBC环球对游行的策略、创意开发和运营，以及游行作为全美一年一度收视率最高的电视综艺节目的重要性。她还谈到了游行广告的价值和品牌合作策略。 Tony Spring：作为梅西百货的CEO，他强调了游行对梅西百货的意义，既是"赠礼"，也是重要的商业活动。他回避了关于游行成本的直接问题，转而强调游行的持续吸引力和影响力。 Jeff Kinney：作为《小屁孩日记》的作者，他分享了其气球参与游行的经历，包括与梅西百货的合作，以及气球制作和维护的成本。他认为气球对品牌宣传的投资回报率难以量化，但其对品牌形象和文化影响力至关重要。 John Cheney：作为梅西百货工作室的木匠，他分享了在游行制作中长达50年的工作经验，以及游行准备工作的巨大工作量和时间紧迫性。 Kevin Lynch：作为Messer公司全球氦气副总裁，他介绍了Messer公司为梅西百货游行提供氦气的情况，以及氦气的来源和市场情况。他拒绝透露氦气的具体成本。 Dawn Tolson：作为纽约市全市活动协调与管理执行主任兼街道活动许可办公室主任，她介绍了游行许可证的费用以及纽约市政府为游行提供的资源和服务。她拒绝透露梅西百货为游行支付的具体费用。 Jessica Tisch：作为纽约市卫生局局长，她介绍了纽约市卫生部门为游行提供的街道清洁服务，以及游行后垃圾清理的工作量。

Deep Dive

Key Insights

Why does Macy's keep the economic details of the Thanksgiving parade confidential?

Macy's views the parade as its annual gift to the nation, and it's a tradition not to discuss the costs associated with such a gift.

How does the Macy's parade benefit New York City?

The parade attracts millions of spectators and TV viewers, generating significant economic activity and showcasing the city on a global stage.

What are the key challenges in producing the Macy's parade?

The main challenges include weather conditions, particularly wind, and the logistical complexity of managing a multi-mile event with thousands of participants and spectators.

How does the Macy's parade studio handle helium shortages?

Macy's maintains a close relationship with helium suppliers and plans ahead to ensure a steady supply for the parade balloons.

What role does New York City play in the Macy's parade?

The city provides essential services such as security, sanitation, and traffic management, making the event possible.

How does the Macy's parade contribute to the brand's relevance?

The parade is a blend of tradition and modernity, featuring iconic elements and new additions each year, which helps maintain its relevance and appeal to a broad audience.

What is the significance of the Macy's parade for NBCUniversal?

NBCUniversal's coverage of the parade is a major event in its annual programming, attracting a large TV audience and generating significant ad revenue.

How does the Macy's parade studio ensure the safety of the balloons?

The studio conducts thorough inspections and tests, including dry runs and wind simulations, to ensure the balloons are safe for the parade.

What is the economic impact of the Macy's parade on Macy's itself?

The parade generates substantial TV ad revenue and serves as a significant marketing tool for the brand, attracting millions of viewers and potential customers.

How does the Macy's parade reflect the evolution of Macy's as a brand?

The parade has evolved over the years, incorporating modern elements while preserving historical traditions, mirroring Macy's efforts to stay relevant in a changing retail landscape.

Chapters

The Macy's Thanksgiving Day Parade is described as a unique and joyful event, blending military efficiency with childlike glee. The detailed planning and execution are highlighted, along with the community involvement and the magical atmosphere it creates.

The parade starts on the Upper West Side of Manhattan.
Giant balloons are inflated the night before the parade.
The event is a blend of military efficiency and childlike glee.

Shownotes Transcript

The 166-year-old chain, which is fighting extinction, calls the parade its “gift to the nation.” With 30 million TV viewers, it’s also a big moneymaker. At least we think it is — Macy’s is famously tight-lipped about parade economics. We try to loosen them up. (Part one of a two-part series).)

Please take our audience survey at freakonomics.com/survey).

SOURCES:
John Cheney, carpenter at Macy’s Studios.
Will Coss), vice president and executive producer of Macy’s Studios.
Jeff Kinney), author, cartoonist, and owner of An Unlikely Story Bookstore and Café.
Kevin Lynch), vice president of global helium at Messer.
Jen Neal, executive vice president of live events and specials for NBCUniversal Media Group.
Tony Spring), chairman and C.E.O. of Macy's Inc.
Jessica Tisch), commissioner of the New York City Department of Sanitation; incoming commissioner of the New York City Police Department.
Dawn Tolson), executive director of Citywide Event Coordination and Management and the Street Activity Permit Office for the City of New York.
RESOURCES:
Macy's: The Store. The Star. The Story.)*, *by Robert M. Grippo (2009).
History of Macy's of New York, 1853-1919: Chapters in the Evolution of the Department Store), by Ralph M. Hower (1943).
Macy's Thanksgiving Day Parade).
EXTRA:
The Economics of Everyday Things)*. *

612. Is Macy’s Thanksgiving Parade Its Most Valuable Asset? 53:33 Share