“The date of the founding of St. Petersburg is the most replied in Russia”: as “1703”, “Uznaevsky” and “classic in the dark” are building a business on local values

Special offers from three St. Petersburg brands recommended by “paper” appeared in Veon . About how to get a discount on clothes from the 1703 bar and tickets for concerts “Classic in the dark”, as well as a free shawarm when ordering food in “Zasyevsky”, can be found in the channel “Especially for you”.

Why put a pillar about Shaverm and Shawarme between Moscow and St. Petersburg, which is why the local audience is especially legible in music and why phrases about rains and bridges on t-shirts are “beaten and ugly”? The co-owner of the bar, where the rap battles are held, the organizer of concerts in the planetarium and on the roofs and the representative of the food delivery service tell how they created a brand with St. Petersburg values.

Kirill Darovskys

General Director Roof Music Group

Why is your brand - Petersburg

Initially, we focused on a non -standard location and held concerts on the roofs and in other unusual places. Everyone was tired of going to the same “astronaut” with black walls. We decided that it would be pleasant for a person not just to listen to music, but to do it in some beautiful unusual place. So he will have loaded not only the audial channel, but also visual. The level of emotions obtained increases. The logic was like that.

In winter, we did not have the opportunity to hold concerts on the roofs, but I wanted to give people something unusual. We remembered that when you lie at home with a player and listen to music with your eyes closed, it is somehow perceived differently. Based on this, we made the first concert of Olga Maksimova in the planetarium - in the dark with a harp. After that, they realized that the format was interesting to people, and decided to continue.

Initially thought: where could it be dark? In the planetarium, because they usually look at the stars there. The cinema is a little not a concert story, because the visual series is more important there. And the planetarium also has a spherical dome on which various mapping can be projected. Then another planetarium appeared in the Gazagoldere. Now we are holding concerts there because they have more modern equipment.

We initially wanted the “classic in the dark” to become a St. Petersburg brand, such a visiting card of the city. How was Kazantip in Ukraine or Burning Man in Texas. For example, the fact that this takes place in a former gas-holder-an architectural monument, an ancient brick building-it seems to me symbolically and in pity. Because there is a tendency that all sorts of old factories turn into loft, cultural spaces, and we also have to do with it.

What are the features of the St. Petersburg audience

The St. Petersburg audience is very selective, even capricious at some points. Therefore, if you do something wrong, they will write about it right away, and someone else will try to troll. This is understandable: for people this is a vacation for which they pay money. Therefore, feedback is important.

[In St. Petersburg] people are very experienced. Be sure to clearly think through the program, design. Because every day stars of various sizes come, and in this sense the audience is very enlightened.

I think [specific] there are no preferences. There is a category of people who loves Petersburg jazz very much, there are people who love classical music, especially since we have a strong classical school. Philharmonic, Conservatory - I think any Petersburger was at least once in his life at a classic concert. Of course, Petersburg is the city of Rock-n Rolny, because in the past we had a very strong rock and roll story. The same “Kochegar” Tsoi, Shevchuk, Kinchev, “Nautilus Pompilius” - all this was born, created in St. Petersburg, it is a city of musicians. Now there is an indie rock, some new directions. People understand music, watching her. This is a very large field for the activities of the organizers.

What places in the city, memes and traditions attract the most attention

Perhaps these are locations again. There is a project where the guys open the site at the last moment - before that you do not know where the concert will be. This is always some kind of unusual place: either an icebreaker, or a lighthouse, or a plant. This is a cool format-people really like a mystery: when they are placed not in the concert hall where you were a thousand times, but in some new location. If it was even a chamber apartment in a communal apartment.

[The use of St. Petersburg symbols] is more important for the atmosphere, but this will not have a direct influence on the level of ticket sales or on the success of measures. You can make events with some kind of St. Petersburg attributes, but at the same time you will fail or will simply be uninteresting. The event is always a set of factors that all should be on top. There must be cool groups, good place and promo, interesting artists - there are many components of teamwork, all of which are laid in a single puzzle, a single context.

Some Petersburg memes will be an advantage, but this is not a decisive factor. There is, for example, a free event - concerts on bridges. The performances are on the St. Petersburg bridges, and people stand on the embankment (this year performances at the Leningrad bridges festival were held on banking, Italian, small stable bridges - approx. "Papers" ). This is a purely St. Petersburg topic that could not be invented in another city. In such a concept - yes, [St. Petersburg theme] will be an advantage. But this is rather an exception. And it is clear that in addition to the bridges themselves, it is necessary that there be a good organization, so that people can approach bridges so that they hear the sound from any point.

Whether Petersburg themes limit your business

Most of the people who come to us are Petersburgers. In the summer [in St. Petersburg] there are many guests, but they make up a small percentage at events. Everything that is done in St. Petersburg is initially done for Petersburgers. Even at our summer festival, Roof Music Fest may come many Muscovites, but still 80 percent of the audience are Petersburgers. We did polls and checked it more than once, tried to work with travel agencies to attract tourists. But all this turned out to be ineffective, because the people who come to the city are most often planned. And most often it is more classic: museums, Mariinski, Hermitations. If someone puts on the roof, then it is not purposefully.

Therefore, we focus on the domestic market and under them [local residents] we build a line-up. We know who they are, where they hang out, how they buy tickets. Based on this information, we arrange our promotion.

What we started doing seven years ago is one; What we are doing now is different. Every year some new chips, trends, places appear. Previously, we made concerts on some wild roofs, but now-Hi-Hat, Dot, where there are toilets, bars, lounge zone. When we started, there was nothing like that, and now - how many prepared roofs, bars on the roofs. Locations began to appear under demand, and the urban environment began to change.

“Classic in the Dark” offers VEON users a 20 % discount on concerts, which will be held from December 27 to January 8. To find out the details, download the Veon application

Alexey Moskvin

Bar staler "1703"

Why is your brand - Petersburg

Not that we decided to build a brand around St. Petersburg. This idea originated megade - probably in 2011. It was insanely bombing that people walk in T-shirts, which written “Los Angeles” or “I love Detroit”. It was in my head that we could do something the same in the style of St. Petersburg.

I developed some logos, microeids, all sorts of sketches. Then there were stupid crazy ideas-for example, to write a baseball font simply Saint-Petersburg. But all this was postponed in a long box, then in 2012 we opened a bar, began to engage in it.

But then they had already made the first batch of ordinary caps-[with the inscriptions] Saint-PETERSBURG, “1703” and so on. It was like the answer to the West or the Stupid Youth, who went in Western clothes instead of Russians. Although the Russians did nothing then.

Later, all this was reborn, it became possible to release something of its own, but again it turns out not to the end cool. Now we are finishing in order to make a stupid merch - and, probably, from April we will begin [to release] a completely full -fledged collection of clothes under the new St. Petersburg brand. Not just sweatshirts with the inscriptions “I love bridges” or “Oh, the rain went again, I am not surprised”, but good normal clothes, modern StreetWear.

What are the features of the St. Petersburg audience

We never identified Petersburgers as a target audience. Maybe because I myself have been born here and live all my life, so I think that all people are the same as me. The same normal. Now taking into account the [features of Petersburgers] is insanely difficult, because popularity has come from the other side. We send things to Canada and Los Angeles-in view of our cooperation with hip-hop artists. We did not do so that our clothes are only for ours.

What places in the city, memes and traditions attract the most attention

Standard memes are a backhill. Bridges, rain, "Moscow is visitors." I was not interested in this, I liked another idea more: we have a city of undertakings, some interesting ups and downs and revolutions-both in the literal sense of the word, and in the creative. The Leningrad Rock Club, the poetry that was born here and changed everything around-it was very cool. The city is located on the border between Europe and Russia. We have Slavic concepts and beliefs and can also think from Europeans. We have this point of view that no one has.

If you take the most familiar memes, then this is probably the Leningrad group - they are handsome, now this is the personification of St. Petersburg from the point of view of culture. The most indigenous memes for me as a fan is Zenit Arena. This is very cool, and the rest is beaten, hackneyed, ugly, uninteresting.

I also like, for example, our idea of ​​the logo with Petropavlovka. Still, although it is often used, but personally, the anchors with the emblems are close to me and the Andreevsky flag. I would like to use precisely the "direct" symbols of the city. There are, of course, interesting solutions from the point of view of sound - for example, as “children of passing yards” at the “satellite”.

Whether Petersburg themes limit your business

We did not set ourselves the goal of pursue only the theme of the city. At the moment, we force the idea "1703". But not everyone who buys is fully aware of the essence: what is behind these numbers. On the other hand, what's the difference whether they understand or not. If I wanted to convey to the masses, I reported, because then still someone asks what it is, and they are explained to them that this is the year of birth of the city. Probably, in Russia, this is, in principle, the most permeable figure from the dates of the foundation of cities.

In the store, we put up the clothes of our friends who have nothing to do with the theme of St. Petersburg at all. They just make a gear from themselves, and we provide them with a platform to give the world something better than a T-shirt with the inscription “I will not die old” Helvettic. What a garbage? People began to confuse fashion with design. Now a T-shirt with some kind of inscription is fashionable, hard, conceptual. Not really. If you write the same font on your chest for some stupid phrase from a public-this is not a dick fashionable or cool. This is a game.

And so, from internal restrictions there is responsibility: I do not want to move away from the subject, I want to give people something definite so that they feel that we are keeping them in the leg. Because there are many people who value local patriotism. They like that something healthy is being done in their city.

A 20 % discount on sweatshirts and T -shirts from the 1703 bar can receive VEON users from December 27 to January 10. To find out the details, download the Veon application

Kira Gordienko

Specialist in public relations of the company "Uznaevsky"

Why is your brand - Petersburg

We are the original Petersburg brand: we were born here, we founded our company here and everyone is very loved by the city. Even going to Moscow, they did not declare, like many, that we were a federal company, but emphasized that we came from St. Petersburg.

The name is not entirely connected with the writer, but rather with the fact that we are delivery of food. Therefore, it has a lesser extent some kind of local binding.

Petersburg is a very close -knit city, we have developed urban identity, everyone is sick for one football club, they choose local things. Therefore, we also choose local suppliers, work with our contractors, stamps.

We organized a large special project in which we told how the Shawrema differs from the shawarma - and we went to Moscow, participated in festivals. There we built a zone in the style of St. Petersburg - with a sea theme. We had sailors, Shaverm; We built “Aurora” there, distributed raincoats. By the way, we also often use raincoats at events: this is a symbol of St. Petersburg, like Shaverm.

Shaverma - the dish is not Russian. The inhabitants of some countries brought it to Petersburg, to Moscow others, and each nation had its own pronunciation [name]. But since in St. Petersburg a very close -knit people, we actively began to defend our position and linguistic features, calling Shawarma Shaverm.

This fall, we set a pillar in the middle of the Moscow -Petersburg highway, which indicates which way to Shaverma, in which shawarma. Actually, we wanted to end this war on this.

What are the features of St. Petersburg customers

There are no behavioral features. We recently made statistics: in St. Petersburg they order pizza and pies more, and Muscovites prefer rolls and Japanese cuisine.

What places in the city, memes and traditions attract the most attention

We are actively using marine themes, despite the fact that it is obvious: Petersburg is a sea city, stands on the bay. Now they launched a special action with a multi-user online game "MMO", where the ships are [involved].

Divorce bridges, Nevsky Prospect are also symbols of the city, but they are too obvious.

All our symbols are recognizable - these are very popular things known throughout the country. If you, as a brand, are proud of what is from St. Petersburg and retain your city affiliation, then this, on the contrary, helps in communication. In general, in our country everyone loves Petersburg, because it is bright, intelligent, there are a lot of tourists here and almost everyone was in St. Petersburg.

"Uznaevsky" gives Veon Shawrema users with chicken for any order from December 29 to January 31. To find out the details, download the Veon application