The 2020 Holiday season was far from what we were used to at theatreMAMA. With the world still quarantined from the Covid 19 pandemic, theatreMAMA’s newest client, Tishman Speyer, was given permission to open the iconic Rockefeller Center Christmas Tree to the general public. With so many restrictions and new regulations, theatreMAMA had the hard task to remodel and reinvent the way we interact with the public.

That’s how we created the essential “Welcome Ambassador Program.” MAMA’s Safety Officers, dressed as Holiday Elves, positioned around the parameters of Rockefeller Center throughout the entire month of December 2020. The team was responsible for many aspects of the attraction, following all COVID restrictions, and making it all a fun experience for visitors to the tree.

In order to keep our teams and the public safe, theatreMAMA reinvented the art of producing a street team activation.  In person casting, interviews, and hiring, were all moved to an online Zoom format.  MAMA’s signature ambassador training program was conducted online, up until the final training before hitting “the field.”  Strict check in and check out policies were put in place.  Our team was divided into separate pods to limit the number of people with whom our staff had to interact, and ensure contact tracing between the cast throughout the run. From the backstage area to going out on the streets, social distancing and use of proper PPE were a must. Temperatures were taken throughout the day, and kept on file to monitor the cast, and make sure everyone was safe and healthy as they worked together.  Unique HR protocols had to be put in place should someone have a fever and need to be dismissed for the day, or worse, if a member of the team tested positive for COVID-19.

As we began the costume design process, our mandate was to create fun loving, unique, Christmas Elves direct from the North Pole.  It’s never easy to create an unique and engaging look that will stand up to the harsh NY winters, but this year was a far more intensive challenge.  Every element had to be reconsidered, from having to integrate the design of masks and other PPE into the look, to how costume elements could be stored, how and when everything would be cleaned, and who if anyone would be able to share costumes pieces.

In terms of schematics, it was vital to map out our locations to assure we could service all our patrons, and keep everyone safe.  Our team was composed of 9 Elves who would joyfully greet patrons coming to experience Rockefeller Center. With a total of four different entrances to the Rockefeller Center Christmas Tree viewing area, each entrance had the presence of two elves who needed to balance the responsibility of welcoming the public to the area, directing the foot traffic to avoid gatherings, socially distance the parties into designated circles (stencils created on the sidewalk six feet apart) and assure patrons were all spread out six feet apart, following the safety guidelines, and making sure to do so in a joyous manner so not to emulate the feeling one gets while going through TSA at an airport.

The Holiday Elves were always available to answer any questions patrons could have in regards to the Holiday attraction, surrounding areas and most importantly, how to enjoy all of it in a safe way. The cautious distribution of collateral was also a very important part of the activation where the Holiday Elves were able to create some special and magical moments of surprise and delight for both children and adults alike.