MEDIA KIT CELEBRATING YEARS! - Destiny USA
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2021
MEDIA
KIT
CELEBRATING MEDIA CONTACT:
30
Nikita Jankowski
YEARS!
Director of Marketing
njankowski@destinyusa.com
315-706-4443
Table of
Contents
About Destiny USA ............................................................................................................................. 1 - 2
Location ......................................................................................................................................................... 3
By the Numbers ......................................................................................................................................... 4
History ..................................................................................................................................................... 5 - 6
Destiny USA Today ................................................................................................................................... 7
Sustainability ............................................................................................................................................... 8
Tourism .................................................................................................................................................. 9 - 11
Hotel .............................................................................................................................................................. 12
Antique Carousel ..................................................................................................................................... 13
Events ........................................................................................................................................................... 14
COVID-19 Safety .............................................................................................................................. 15 - 16
Media Policy ............................................................................................................................................... 17
Social Media / Approved Logos and Photos ............................................................................... 18
MEDIA KIT
Chain Store Age ranked Destiny USA #6 on
their list of "Top 10 Retail Center Experiences",
alongside Mall of America, Easton Town Center
and Westfield Garden State Plaza
MEDIA
MEDIA KIT
KIT | 1
About Destiny USA
Destiny USA is the largest shopping, dining, and entertainment venue in New York State!
To put it on a national scale, it’s the eighth largest in the United States, welcoming more
than 26 million visitors annually. Located in Central New York, just minutes away from the
historic and revitalized city of Syracuse (that has joined the urban renaissance trend with
other northeastern cities), Destiny USA is a family destination and a city within a city. Why
else would it need its own zip code and on-site hotel?
• 250 + Top brands in Retail (including 21 outlets)
• 18 Full-Service Restaurants (45 food options total)
• 18 Entertainment Venues
Combining full priced and value retail, fine dining and entertainment venues, Destiny USA
is home to more than 250 retail venues with an entire level dedicated to entertainment and
an indoor outlet component on a portion of the first and second levels.
Destiny USA offers luxury shopping, adventure and excitement all under one roof (indoor
go-kart racing, bumper cars, bowling, laser tag, mirror maze, simulated rides, IMAX, World
of Beer, the world’s largest indoor suspended rope and more). Destiny USA has welcomed
visitors from all over the world. You can’t visit the property without seeing the majestic,
famous, and historic 110-year old antique Carousel.
2| MEDIA KIT
Destiny USA Location
Conveniently located in the center of New York State, at the crossroads of the I-90 and I-81
interstates, Destiny USA is located within the city of Syracuse, New York, and is less than 10
minutes from the Syracuse Hancock International Airport and the New York State Thruway.
Syracuse is within a 350-mile radius of every major city (reaching 5.5 million). Major target
markets within this area include Eastern Canadians, tourists, university students and regional
residents. The major roadways make Syracuse, NY and Destiny USA a prime overnight
location for guests traveling between New York City to Niagara Falls and Canada.
The greater Syracuse area features more than 50 state, county and city parks, providing the
perfect landscape for a variety of outdoor activities such as hiking, biking, swimming and
golfing to snowshoeing, ice fishing, skiing, snowmobiling and more. Through this gateway
to the Finger Lakes region and central location in the heart of New York State, you’ll enjoy
exploring the scenic outdoor parks, fantastic food scene, adult beverage trails (beer, wine,
and hard cider), year-round festivals, and discovering the fascinating rich history.
Mont-Laurier Shawinigan
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Mattawan 105 Labelle
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BRUNSWICK
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NORTH CAROLINA
Raleigh
MEDIA KIT | 3
By the Numbers 2.4 MILLION $500 MILLION 26 MILLION SQUARE FEET TOTAL SALES ANNUAL VISITS Population & Traffic 8th largest shopping center in the country 250+ retail, dining, and entertainment venues 3 miles of walking distance around 4 levels 200+ events are held at Destiny USA annually 1 on-site Embassy Suites Hotel Destiny USA trade area extends 2.5 hours and has the potential to reach 5.5 million people 215,000 college students live within Destiny USA’s projected trade area with more than 44 universities and colleges. It is the 3rd densest student population in the country, behind Boston and Stanford Destiny USA is less than a 5 hour drive from all major cities in the Northeast and Canada It’s always sunny and 72 degrees at Destiny USA 1 lake that boarders Destiny USA’s property (Onondaga Lake) 50+ Bald Eagles have been spotted at the same time, in the trees behind Destiny USA, on the shores of Onondaga Lake 130 Million people within a days drive of Destiny USA 26 Million people visited Destiny USA in 2019 25% of sales come from Canada Bus tour visitation increased 11% between 2018 and 2019 4| MEDIA KIT
History: The Evolution
from Carousel Center
to Destiny USA
In the spring of 1984, Carousel Center began as a project to be built in downtown
Syracuse. Robert Congel, Founder of Pyramid Management Group, chose an old restaurant
site that he frequented with his family as a child. Plans were drawn up for this site, but
Mr. Congel had soon shifted his focus to a historically known eyesore of the community.
Driving into the city of Syracuse, cars on I-690 and I-81 were greeted by the unsightly
scrap yard and rusty oil tank farm. This was the site that Mr. Congel chose to build on.
On October 15, 1990, Carousel Center opened its doors to the public, featuring 120 stores,
including a unique mix of discount and upscale department stores. The mall featured a
fully functional and restored 1908 Philadelphia Toboggan Coasters (PTC) antique carousel,
referred to as PTC #18; (see page 13 to read more).
MEDIA KIT | 5
History: The Evolution from Carousel Center to Destiny USA After 15 successful years of operating as Carousel Center, Pyramid Management Group announced plans to transform the property into an international tourism attraction with a new brand identity in 2005. The footprint was massively expanded, entertainment/ attractions were added and on August 2, 2012, Destiny USA was born. By 2017 Destiny USA drew 26 million guests annually. In 2019, Destiny USA drew visitors from all 50 states and from 26 countries spanning five continents. Destiny USA was created to capitalize on the evolution of consumer shopping behaviors and changing customer preferences. Destiny USA has always been ahead of the curve, trailblazing by branding as an entertainment and experiential destination. Today, Destiny USA features 250+ tenants, plus the 14 brands from the original Carousel Center. October 15, 2020 marked our 30th Anniversary! OIL CITY 1987 DESTINY USA 2019 6| MEDIA KIT
Destiny USA
250
Today Retail Tenants
Top Retail Brands
27
Outlet and
33
Restaurants
Discount
Stores
17
Entertainment
Options
Coming Soon
Outlet Retail
Coming Soon
Dining
Entertainment Coming Soon
MEDIA KIT | 7
Destiny USA Sustainability:
LEED Gold Certified
Destiny USA received its Leadership in Energy and
Environmental Design (LEED®) Gold certification.
Destiny USA is the largest LEED Gold certified
commercial retail building in the world. To achieve this
status, the project integrated creative and innovative
green elements into the expansion.
• 100 tenants are lease required to obtain LEED® certification
• 4 million gallons of water are conserved annually through the rainwater harvesting
system, which is a 78% reduction in the building’s baseline water use
• The Indoor Air Quality protection plan included the use of only low or
zero VOC (volatile organic compounds) products and the protection of
the building’s air handling systems and material from contaminants
during construction
• More than 90% of all materials used for construction were waste
materials diverted from landfills through a Construction
Waste Management initiative
• 7,000 tons of fly ash was mixed into the concrete flooring
• 23,000 tons of 95% recycled steel was used
• 276,000 gallons of bio-diesel fuel was used during construction
• A solar reflective “cool” roof with refracting technology
conserves energy by keeping the surrounding air at cooling temperatures
• The flooring within the expansion is made of crushed walnut
shells and cork, a rapidly renewing product
• Forest Stewardship Council certified wood was used for 50% of
all permanently installed wood structures
8| MEDIA KITDestiny USA Tourism:
Syracuse, NY
Destiny USA draws millions of visitors every year. Whether its motorcoach tours, or
international school trips, guests visit from all over the world to experience our diverse
blend of retail, restaurants, entertainment venues, and exclusive shopping packages.
Syracuse is located in Central New York but considered part of the prestigious Finger Lakes
Region (wine country), you get quick and easy access to other great regions, including
the Thousand Islands and the Adirondacks. Exploring scenic outdoor parks, fantastic food
scene, year-round festivals and ginormous shopping at New York State’s largest shopping,
dining, and entertainment venue, Destiny USA.
To keep Destiny USA an international tourism destination, representatives from Destiny USA
have attended and partnered with over 100 travel trade and consumer shows, including:
TASTE OF SYRACUSE CARRIER DOME
FOOD FESTIVAL Syracuse University
Clinton Square, Downtown Syracuse
GREAT NEW YORK STATE FAIR
New York State Fairgrounds
DESTINY USA
Syracuse New York
MEDIA KIT | 9Destiny USA Tourism:
Motorcoach Tours
Destiny USA brings bus tour groups from all over the United States and the world,
with an increase of 11% motorcoach visitation in 2019.
2019 International Visitation:
Canada, United Arab Emirates, Italy, India, Pakistan, Japan, Indonesia, China, France,
Bangladesh, Mexico, South Korea, Jordan, Trinidad, Tobago, Morocco, Czech Republic,
Ghana, Netherlands, Poland, Sweden, Finland, Thailand, Australia, Germany, United
Kingdom, Commonwealth of Puerto Rico.
Because Destiny USA is a tourism destination in itself, we do provide special
incentives for group tours that register with us in advance, including:
• A gift card for the motorcoach driver
• Directory of stores, which includes a full list of Destiny USA businesses,
for all passengers
• Passport of Savings, full of special offers and discounts, for all passengers
• Access to our VIP motorcoach lounge, with complimentary internet,
cable television, lounge chairs and refreshments, for drivers,
escorts and tour guides
Group Tour Advance Registration:
• Groups receive our complimentary Passport of Savings full of
deals and special offers
• Motorcoach drivers and escorts each receive a gift card and access
to our Motorcoach Lounge
10 | MEDIA KITCentral New York
Welcome Center
The Central New York Welcome Center is located inside Destiny USA. It is the first of its
kind, located indoors within an attraction in NYS. It features a Taste NY Market with locally-
made products from 1,800 New York State Farmers and Producers. Products include food
and gifts like artisanal jams, gourmet hot chocolate mix, flavored culinary salts, truffles,
maple fudge, hand-crafted candles, all natural soaps, and cutting boards made from New
York State wood. The shop also sells I LOVE NEW YORK shirts, magnets and travel mugs.
The Welcome Center pays tribute to the great outdoors of New York State by featuring
a camper retrofit with a large LED screen that promotes regional tourism attractions
and destinations. Multiple interactive I LOVE NEW YORK kiosks are positioned in kayaks,
allowing visitors to test their knowledge of the region or design a trip itinerary.
A Department of Motor Vehicles self-service kiosk allows users to renew their vehicle
registrations and conduct other DMV transactions.
Destiny USA was selected as the home for this Welcome Center because of our huge
tourism draw, on-site hospitality, and bus tour dominance. The Welcome Center is operated
by Visit Syracuse.
MEDIA KIT | 11Shop. Dine.
Play & Stay
OFFICIAL HOTEL OF OFFICIAL HOTEL OF
SYRACUSE METS SYRACUSE UNIVERSITY
BASEBALL ATHLETICS
THE EMBASSY SUITES BY HILTON AT DESTINY USA
For guests who want to stay overnight, they can settle in for a relaxing stay at our vibrant Embassy
Suites by Hilton at Destiny USA hotel, right on site. Shop, Dine, Play & STAY at Destiny USA - just a
few steps away! The Embassy Suites by Hilton is a spacious, luxury hotel, with a 24/7 fitness center,
complimentary breakfast and happy hour, indoor heated pool, on-site restaurant
and a 10,000 square foot event space.
2021
SAVE
Enjoy these exclusive discounts at Destiny USA
when you stay! New York’s largest shopping,
dining, outlet, and entertainment destination.
STAY
15% OFF A PURCHASE
OF $150 OR MORE
SS
Exclusive Offers For Hotel Guests S PA
Scan Code
ING
FREE SMALL COFFEE For MORE
SAV
VIP Deals!
$5 OFF A QUAD
PACKAGE
• Stay & Save pass is given to guests at check-in with their room key
•O
ver 35 featured deals with Destiny USA’s tenants for exclusive discounts on retail,
dining, and entertainment venues.
• Other bookable packages include Shop & Dine and Shop & Play.
12 | MEDIA KITDestiny USA Carousel
Carousel No. 18 was the 18th carousel ever made by the Philadelphia Toboggan Company
(PTC). Originally carved and manufactured in 1909 in Germantown, Pennsylvania, PTC No. 18
had an 81-year old journey before finally debuting at Carousel Center on October 15, 1990. The
42 horses on PTC No. 18 were all hand-carved by Leo Zollar, PTC’s master carver. According to
company records, it took a year to complete the carving, for which Mr. Zollar was paid $1,000.
It took nearly two years to restore PTC No. 18 to its original beauty. In order for all horses to
be restored to their original 1909 colors, they had to be stripped, repaired, primed and then
repainted. New mechanical and electrical systems had to be installed in order to comply
with current safety standards. The Carousel is fully accessible according to ADA regulations,
allowing everyone to enjoy the historic ride.
The carousel is an iconic staple of Destiny USA’s history. Today it is a big draw for visitors, a
throwback to our namesake. This carousel is over 110 years old and greets one million riders
annually. Families, kids, couples, all return to this nostalgic attraction.
MEDIA KIT | 13Destiny USA Events Destiny USA has hosted thousands of events since its opening in 1990. Artists, authors, performers, athletes and social media sensations have come to the center to meet fans, sign autographs and perform. In 2019, Destiny USA donated space to 90 not-for-profits and collaborated with them to hold over 200 in-center events. Partnering with and giving back to our community is important to us and we believe it is part of what makes the center successful. We are pleased to work with all not-for-profit organizations looking to benefit from the center, whether a tabling opportunity for fundraising and awareness campaigns or a large event in the common area. 14 | MEDIA KIT
Destiny USA COVID-19 Safety
The safety of our guests, tenants, and employees and visiting media is our top priority!
Safety is a shared responsibility and we must all do our part to stay safe. Please carefully
review our Healthy Shopper Guidelines with Center for Disease Control recommendations
and requirements for visiting Destiny USA. Together, we can put SAFETY FIRST.
What We’re Doing to Keep You Safe:
Requirement of Masks
Everyone visiting our center is required to wear a face mask, in accordance with New York
State mandate and CDC guidelines.
Self-Screening & Wellness Checks
Prior to visiting the property, guests and employees should perform a self-health wellness
check. Any guest or employee with a temperature greater than 100.00°F or who has flu-like
symptoms (e.g., cough, body aches) are be permitted to visit the property. In addition, all
Pyramid Management Group employees are required to undertake a COVID-19 daily wellness
self-checklist before reporting for work.
Social Distancing Prompts
We have to do our part and stay 6-feet apart! Visual reminders have been placed around our
centers, along with one-way directional signage to avoid congestion.
Enhanced Cleaning and Sanitizing
We have enhanced our cleaning and sanitizing of the common areas and numerous touch
points, restrooms, seating areas, and food court. This includes using CDC recommended
disinfectants designated as effective against SARS-CoV-2 virus in accordance with or
exceeding CDC sanitation guidelines.
MEDIA KIT | 15Destiny USA COVID-19 Safety
Proactive Touchless Disinfecting
Our cleaning team are utilizing new electrostatic sprayers, leveraging the same technology
used to clean hospital rooms, using an approved disinfectant recommended by the CDC for
use on the following locations:
• Entry touch points; door handle, ADA operating buttons, panic bars, etc.
• Restrooms
• Escalator handrails, elevator (passenger & freight)
• All handrails
• All soft seating, benches and tables in common areas
• Food court tables and chairs
• Mall offices, conference rooms and break rooms
Hand Sanitizer Stations
Hand sanitizing stations are available at:
• Digital directories throughout the property
• Food court areas
• Elevators and escalators
• Throughout the common area
Curbside Pickup
Please take advantage of our additional parking spaces at various center entrances
designated for curbside pickup.
16 | MEDIA KITDestiny USA Media Policy
• Prior to visiting the property, all media must receive clearance. Please contact
BEFORE Nikita Jankowski, Destiny USA’s marketing director at njankowski@destinyusa.com.
YOU GO: An itinerary and shot list must be submitted in advance of arrival. While we do our
best to accommodate every request, if we are unable to grant permission, filming/
photography will not be permitted at Destiny USA.
• You must provide the time, date, how many people in the party, and nature of the
story/project.
• Prior to your visit, you must perform a self-health wellness check. Anyone with a
temperature greater than 100.00°F or who has flu-like symptoms (e.g., cough, body
aches) will not be permitted to visit the property. Follow the State of New York and
Onondaga County Health Guidelines and refrain from visiting the property if you have
been instructed to quarantine. Masks MUST be worn at ALL TIMES while on the property.
Social distancing (6 feet) must also be practiced.
• Upon arrival, ALL MEDIA MUST CHECK IN with security on the 1st level and conduct a
WHEN temperature check and receive a media badge. The media badge will be dated and can
YOU GET only be used on that date. It must be worn and visible at all time.
HERE:
• Destiny USA can grant permission to film in common spaces only, meaning the main
corridors of the property. Filming is not allowed in any tenant spaces (stores, attractions,
or restaurants) without receiving prior permission from individual tenants.
BE • Filming of uniformed security personnel or procedures without prior authorization is
AWARE not permitted.
THAT:
• Filming outside of Destiny USA and/or of Embassy Suites by Hilton at Destiny USA
(including ancillary parking lots) must be coordinated with Nikita Jankowski.
• Any media set-up that blocks the common area or prohibits regular business of our
tenants or shopper flow, will not be allowed.
• Any media not adhering to the above guidelines will be asked to leave Destiny USA
UPDATED August 10, 2020
MEDIA KIT | 17Destiny USA:
Social Media
Facebook:
Destiny USA
@ExperienceDestinyUSA
https://www.facebook.com/ExperienceDestinyUSA
#DestinyUSA
Twitter:
Destiny USA
@DestinyUSA
https://twitter.com/destinyusa
#DestinyUSA
Instagram:
Destiny USA
@DestinyUSA
https://www.instagram.com/destinyusa
#DestinyUSA
Trip Advisor:
Destiny USA
https://www.tripadvisor.com/Attraction_Review-g48713-d2346297-
Reviews-Destiny_USA-Syracuse_Finger_Lakes_New_York.html
#DestinyUSA
For Destiny USA Approved Logos and Photos Visit:
http://filestore.pyramidmg.com/wl/?id=O14uPyA6g9qVQxkTDvdOg56zVj1VEHcm
18 | MEDIA KITYou can also read
