THE BOP PASS: BRIDGING OUR PEOPLE TO BLACK HISTORY & CULTURE
Our BoP Pass underwent its biggest transformation yet in FY25. In addition to offering deals and discounts to more than 30 Black-owned businesses and cultural institutions, this year’ s pass had a gamified element that allowed users to earn points when visiting pass locations. Those points could then be redeemed for exclusive prizes, including Visit Baltimore-branded merchandise, museum memberships and gift cards to local restaurants. One avid user even won free tickets to February’ s Millennium Tour at CFG Bank Arena! The pass generated a record-breaking 1,363 signups in its first six months, and 10 prizes were mailed out during that time. In addition to our digital pass, we refined the accompanying Black-Owned Business Directory, totaling more than 140 businesses.
The BoP Black history and culture ad campaign, which ran through January 2025, promoted the refreshed BoP pass to Baltimore, Washington, D. C. and Philadelphia audiences interested in multicultural travel and supporting Black-owned businesses. The campaign resulted in over 5.9 million impressions, 71.1 thousand clicks and 22 thousand web sessions.
VISITOR GUIDE
In the Fall / Winter 2024 Visitor Guide, we introduced a new illustrated map of Baltimore. From iconic landmarks and local attractions to historical sites and Charm City characters, this map features must-see sites for locals and visitors alike.
Illustrator Devin Watson has been a Baltimore local for ten years and knows Charm City and its neighborhoods well. About his creative process, Devin says,“ Baltimore is a huge influence on my artwork – the diversity, the quirkiness and the myriads of music and art styles coexisting at one time and in one place. I always love adding little Easter eggs to my designs. See the salt boxes, the Baltimore benches, the Easter Island head and I even snuck my own house onto the map.”
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