Midnight Madness

Greater Philadelphia Tourism Marketing Corporation

Date Awarded
Grant Period
04/02/12 to 04/01/14
Focus Area
Knight Arts Challenge

Project Links

Grantee Contact

  • Philadelphia, PA

Featured Media

To engage new audiences in the visual arts by launching With Art Philadelphia, a two-year joint marketing program that includes late-night happenings for younger audiences at local museums

To engage younger audiences in the visual arts, the Greater Philadelphia Tourism Marketing Corporation, in partnership with the city of Philadelphia and partner museums, will launch a series of late-night summer happenings for audiences ages 40 and under.  Anchored by the Philadelphia Museum of Art, these events will include music, food and rare midnight tours of the Philadelphia Museum of Art, The Barnes Foundation and the Pennsylvania Academy of Fine Arts. The series is part of With Art Philadelphia, a two-year collaborative marketing program to showcase the visual arts in the city and to position Philadelphia as a great arts destination. With Art Philadelphia is led by a partnership of 10 city organizations and cultural partners.

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Project Team

Meryl Levitz


As president and CEO of GPTMC, Meryl Levitz is responsible for expanding Philadelphia’s regional tourism, worth $8.7 billion in economic impact and accounting for more than 85,000 regional jobs annually. The region welcomed 37.4 million domestic visitors in 2010, 33.1 million of whom were leisure visitors. That’s 10 million more leisure visitors than in 1997, when GPTMC first started marketing.

For Levitz, the key to building the economic engine of tourism is partnership—increasing visitor spending by bringing together groups with similar interests to develop promotional programs that reach high-yield markets. Partnerships with the hospitality community, arts and cultural institutions, restaurants and county visitor bureaus have proven to be vital to the success of the regional tourism industry.

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