2010 sprint recap report

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2010 SAINT LOUIS ART FAIR RECAP REPORT

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Saint Louis Art Fair sponsorship recap report for Sprint.

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2010 SAINT LOUIS ART FAIRRECAP REPORT

executive summaryThe Saint Louis Art Fair (SLAF) features 181 exemplary artists from around

the nation and across the world. SLAF also features 3 performing

arts stages, hands-on activities for both children and adults, an artist

demonstration area, and restaurant row featuring the best of local St.

Louis cuisine.

LOCATION

The Saint Louis Art Fair is held

in the Central Business District

of Downtown Clayton. The

Fair extends from Bemiston

Ave. to Brentwood Blvd. and

Carondelet to Maryland.

AVERAGE ATTENDANCE

PRODUCED BY

CULTURAL FESTIVALS

Executive Director

Cindy Lerick

Chairman of the Board

David Smith

Accolades

In September 2010, SLAF was awarded 4 Pinnacle Awards from

the International Festivals and Events Association (IFEA) for aspects

of their programming from 2009. SLAF has been ranked among

the top 5 fairs by the Art Fair Sourcebook for the last 17 years.

150,000 people annually

Saint Louis Art Fair Recap Report

demographics

Race

Household Income

Highest Level of Education Completed

Caucasian 88%

Asian 3%

Hispanic 6%

African American 3%

30K—60K 14%

60K—90K 21%

Over 90K 65%

Post Graduate 45%

Undergraduate 45%

High School 10%

Gender

Female 54%

Male 46%

Age36–49 33%

Over 50 47%

21-35 14%

Under 21 6%

Saint Louis Art Fair Recap Report

return on sponsorshipWHAT WE PROMISED WHAT WE DELIVERED

Saint Louis Art Fair Recap Report

Sprint was provided a 30’x30’ space for the duration of the Art Fair.

Targeted audience for product sampling and lead generation.

Sprint was delivered ten (10) VIP credentials for access.

Sprint’s website is accessible by clicking their logo on the Cultural

Festivals sponsorship/donor recognition webpage.

In Progress.

Sprint will be provided a 30’x30’ space for the duration

of the 2010 Saint Louis Art Fair for product display and

sale.

Sampling and lead generation.

Ten (10) VIP credentials for access to the Festival’s

Opening Night Reception and to SLAF VIP/Artists

Hospitality Center.

A prominent link on our website,

www.culturalfestivals.com.

A 2010 Saint Louis Art Fair limited edition

commemorative lithograph print.

sponsorship on-site

Saint Louis Art Fair Recap Report

Artists:

1457 artists applied

Juried artists joined 26 award winners from 2009.

Jury: This year SLAF increased the number of jurors from 3 to 5.

Food: 20 restaurants participated, providing a range of food options,

including Hank’s specialty Angel Wings, gyros, and steak sliders.

For Kids: The Creative Castle was more complete than ever, providing

families with entertainment, food, and creative activities.

Performers: Three stages hosted over 25 performances ranging from

Jazz, Blues and Folk to dance and theatre.

Awards: SLAF presented 26 artists awards and 5 restaurant awards

during the Awards Ceremony & Brunch at the Sheraton Clayton Plaza

Hotel. The brunch was such a hit, with live music and a delicious

breakfast, there wasn’t an empty seat to be found!

Arts in Action: Exhibiting and local artists provided free live art

demonstrations. Visitors were able to see ceramicists, papermakers,

and even jewelers at work demonstrating their craft!

event overview

KICK-OFF PARTY

To gain media attention, garner community

support, and celebrate our strongest

stakeholders, SLAF hosted a Kick-Off Party at

The Saint Louis Artists’ Guild on August 17.

· Featured a “Fashion Show of Art”

· Unveiled the 2010 Commemorative Print,

· Provided an opportunity to meet the

Commemorative Print artist

· Served refreshments & entertainment

Saint Louis Art Fair Recap Report

event overviewIn an effort to remain one of the top art fairs in the

country, SLAF welcomed 80 new artists to the 2010 Art

Fair and developed a number of new initiatives.

EMERGING ARTISTS AS ENTREPRENEURS

To further support education in the arts,

SLAF revamped the “Student Mentee

Program” and developed the Emerging

Artists as Entrepreneur Program (EAEP).

Led by Les Slesnick, the program allows

emerging artists to learn more about

the Art Fair Industry. Through lectures,

discussions, and one on one time with

artists and jurors, students learn about the

“business” of becoming an Art Fair artist.

VARIETY OF SHIRTS FOR VOLUNTEERS

In order to express our appreciation for,

and recruit more multi-day volunteers,

SLAF provided different colored T-shirts

with unique designs for each of the

festival days.

OPEN JURY

For the first time ever, SLAF hosted a

reception and allowed the public to sit-in

for the first day of Jurying for the 2010

Art Fair. More than 200 people attended

the reception, while 300 observed some

portion of jury process.

Saint Louis Art Fair Recap Report

gratitude & appreciationThank you for everything. You have a very nice festival. From my booth

I saw and experienced no problems what so ever. Everything seemed

as nice as possible. Good show, good staff, everyone was very helpful,

good customer volume. Very nice.

Andrew Shea, 2010 Participating Artist

I wanted to thank all involved for the GREAT ART SHOW! My sales were

great and this show should be #1!!

Dave Delacruz, 2010 Participating Artist

SLAF seemed to create an event about the art. So many shows are about

the bottom line for the organizers.

2010 Participating Artist

You get A+ grades in all facets: a buying public, artist treatment, and

organization that never flagged - that is a remarkable accomplishment.

2010 Participating Artist

Saint Louis Art Fair Recap Report

2010 was the 17th year of the Saint Louis Art Fair. The goals were:

Generate awareness locally, regionally and nationally through a

focused and comprehensive public relations and advertising campaign.

Incorporate social media as an integral marketing platform.

Increase attendance levels based on 2009 numbers.

Produce a signature art festival with something for everyone!

Street banners displayed on lights poles in Claytons CBD (60) - placed

August 9.

Promotional posters (400) for distribution throughout the St. Louis

Metropolitan Area – August 16.

The Commemorative Prints from 1994 to present were on display at

One Metropolitian Square beginning August 3 –September 1.

Saint Louis Art Fair Recap Report

marketing & mediaThe Saint Louis Art Fair partnered with CEL Public Relations, who

maintained press management for the Fair.

SLAF received media attention not just for the actual fair, but for

additional promotional events developed throughout the year to

promote the Art Fair.

TV: 20 Radio: 11

Print: 16 Electronic/web: 18

MEDIA STATISTICS

Total TV Run Time: 30 minutes – 57 seconds

Total TV Nielsen Viewing Audience: 1,009,828

Total Calculated TV Publicity Value: $81,606

Total Estimated Print Publicity Value: $8,000

Total Estimated On-line Publicity Value: $6,600

Total Estimated Publicity Value: $92,306

PUBLIC RELATIONS EFFORTS

Saint Louis Art Fair Recap Report

The Saint Louis Art Fair transforms The Boulevard for an exclusive

first time Preview Event with featured exhibits from some of St.

Louis’ finest artists.

MARKETING STRATEGIES

Pace properties posted on “Coming Soon and Events” on

Webpage and Facebook.

Email blast to Boulevard list - Approximately 4000.

The Boulveard merchants sent email blasts to their distribution list during

the month of July.

St. Louis Magazine email blast was sent out to 9000+ subscribers.

Merchants placed flyers (5000) into consumers bags during the month of

July.

In addition, Cultural Festivals and CheresseInk promoted via:

1- Respective e-mail blast lists.

2- CheresseInk via press releases and other media placement.

JULY 28, 2010

Saint Louis Art Fair Recap Report

AUGUST 17, 2010

MEDIA STUNT

1) Live broadcast on Fox 2 morning show, two teasers, and a 30-second promo.

2) 30-second live interview on Show Me St. Louis to promote Art Fair and Kick Off Party.

KICK OFF PARTY

1) “Kick Off Event”–500 VIP/media/sponsor invitations. Emailed on August 2 thru Emma system.

2) Press Releases were sent to the media on August 9, 2010.

3) We unveiled the 2010 Commemorative Print and hosted a preview of the “Art on the Runway Fashion Show.”

Saint Louis Art Fair Recap Report

PRINT ADVERTISING BEGAN AUGUST 17

LOCAL PUBLICATIONS USED

· Saint Louis Magazine Publication, monthly magazine 70,000 programs inserted in the September issue.

· Full Page ad in the September issue of Saint Louis Magazine.

· 20,000 programs inserted in the St. Louis American September 2, 2010 publication.

· ¼ page ad in the September 2 issue of Saint Louis American.

· 25,000 program guides handed out on site.

· Full-page performance schedule ran in the September/October issue of Uptown Magazine.

RADIO

A concentrated radio campaign took place place for approx. 30 days from August 12 through September 12: · Y98 (60)15-second spots and (112) 30-second spots.· KEZK (74) 30-second spots and (52)10-second spots.· KMOX (50) 30-second spots and (50)10-second spots.· KWMU (84) 30-second spots.

TELEVISION

Television advertising began August 16. · KETC (105) 30-second spots.· KTVI Fox 2 (32) PSA· KPLR Channel 11 (52) PSA· 11.2 (18) PSA

Saint Louis Art Fair Recap Report

1) Website inclusion:• Stlmag.com• STLPublicradio.org• KEZK.radio.com• KMOX.cbslocal.com• Y98.radio.com

2) www.CulturalFestivals.com:• 8,903 Total web hits from August 9 to September 9• 11,006 Total web hits September 10, 11, & 12

Blog: http://culturalfestivals.wordpress.com/:• 2,372 Total blog hits from August 9 to September 9• 708 Total blog hits September 10, 11, & 12

Facebook: http://www.facebook.com/CulturalFestivals:• 681 Facebook fans on August 9• 787 Facebook fans on September 9• 835 Facebook fans on September 13• 873 Facebook fans October 15, 2010•

Twitter: http://twitter.com/CulturalFest:• 67 Tweets from August 9 to September 9• 34 Mentions about Art Fair from other followers• 708 Twitter followers on August 9• 770 Twitter followers on September 9• 842 total Twitter Followers October 15, 2010

Saint Louis Art Fair Recap Report

Art On the BoulevardIn an effort to spread awareness about the Art Fair, and to support & promote Missouri artists, SLAF partnered with The Boulevard to host a one-night preview of exhibiting Missouri aritsts.

Promotional PosterFollowing the overall branding scheme, a series of 5 promotional posters were designed and distributed in the St. Louis Metropolitan Area.

Ad Oasis To give our sponsors additional recognition and provide more services to our guests, SLAF partnered with a local company that produces interactive informational kiosks. The kiosks announced sponsors, and gave information about artists and restaurants.

Street BannersStarting 3 weeks before the Art Fair, street banners went up throughout Clayton’s CBD. These iconic banners announced the dates of the fair, and showed examplesof exemplary art from previous SLAF participants.

Saint Louis Art Fair Recap Report

sponsorsWithout the support of our community and specifically, our sponsors, it would be impossible for the Saint Louis Art Fair to exist year after year.

SLAF has the support of over 50 community sponsors.

SPONSOR BREAKFAST

As a way to thank and connect with our sponsors, SLAF hosted a sponsor breakfast. Sponsors were given the opportunity to show their artistic side by painting their logo. These masterpieces were displayed in the VIP lounge during the fair.

• 30 sponsors attended • Artist Alica LeChance shared her story and the impact the Saint Louis Art Fair has on the greater St. Louis Community • Hosted by L’Ecole Culinaire

Saint Louis Art Fair Recap Report

Volunteers are the core of the Saint Louis Art Fair. SLAF relies year-round upon the 66 volunteer Committee Chairs that direct the fuctioning of over 15 committees.

• Over 700 shifts exist for this three day event.• SLAF had 947 fantastic volunteers!• Volunteers start as young as 10 years old.

In 2010, SLAF was thrilled to move to an online registration system for volunteers, saving time, money, and the environment!

VOLUNTEER T-SHIRT

For the first time, SLAF offered a different T-Shirt design &

color for each day of volunteering. This was one way we thanked our multi-day volunteers.

VOLUNTEER TRAINING

Utilizing Social Media & a new email database provided the recruitment tools to amass the largest Volunteer Training ever! • Held at the Sheraton Clayton Plaza • Two sessions August 24 and 26 • Volunteer Training Video posted on YouTube for those who could not attend. View the volunteer training video at http://www.youtube.com/watch?v=3kR3IbbMvug

Saint Louis Art Fair Recap Report

Sponsor Logo or Name in Non-Measured Media-Publications and Collateral

Description Reach Amount NotesLogo on Program Number of books $.0025-$.05 Multiply value only by number

printed (130,000) of books printed

Logo on cover is more valuable than ID on inside

Logo on Website Number of unique $.0025-$.10 Unique users is the proper users (19,909) number to calculate value against

Logo on volunteer Number of attendees $.0025-$.10 Handed out to Volunteers

T Shirt who will see (150,000) sponsors, and commitee members. The more exclusive and distinct the site, the higher the value

Sponsor Logo or Name in Non-Measured Media-On-Site Signage or Mentions

Description Reach Amount NotesLogo on Thank Number of attendees 1/3 of 150,000= Usually 1/3 of the attendees

You Signs who will see (150,000) 50,000 attendees will see on-site signage

Name on Food & Number of attendees 1/3 of 150,000= Usually 1/3 of the attendees

Beverage Signs who will see (150,000) 50,000 attendees will see on-site signage

Signs with Logo Number of attendees 1/3 of 150,000= Usually 1/3 of the attendees

who will see (150,000) 50,000 attendees will see on-site signage

Logo on Stage or Number of attendees 1/3 of 1500,000= Usually 1/3 of the attendees

Tent Banner who will see (150,000) 50,000 attendees will see on-site signage

Logo on Ad-Oasis Number of attendees 1/3 of 1500,000= Usually 1/3 of the attendees

Kiosk who will see (150,000) 50,000 attendees will see on-site signageSaint Louis Art Fair Recap Report

Mailing ListsDescription Reach AmountUse of Cultural Number of names $.07-$.15 Festivals Mailing Lists mailed (2141)

SamplingDescription Reach Amount Product Sampling 4000-5000 $.04 - $.15

Tickets & HospitalityDescription Reach Amount Kick Off Event Number of invitations (500) Value = $30 per invited guest Sponsor Breakfast Number of invitations() Value = approx. $25 per VIP

Facility usage for Number of days (3) Value = approx.$10 per artist/ volunteer/per day Hospitality function 181 Artists & 1000 VIPs (Graybar)

Artists Awards All sponsors, volunteers Value = $25 per guestBreakfast and artists invited

Advertising in Measured Media---PrintDescription Reach AmountAd in Saint Louis Number of publication’s Impressions = Magazine circulation 120,000 (monthly) 1,556,000 Ad in St. Louis Number of publication’s Impressions =American circulation 70,000 (weekly) 60,000/monthly

Programs inserted Number of programs Impressions =In Saint Louis inserted 70,000 (one time) 80,000Magazine

Programs inserted Number of programs Impressions =In St. Louis inserted 20,000 (one time) 80,000American

Saint Louis Art Fair Recap Report

Prestige of PropertyCreate value by building equity in your brand. The brand-along with audience delivered-is the product a property offers. It is the imagery sponsors are looking to associate with. Clayton is an eclectic, vibrant, professional, affluent area of St. Louis that offers a diverse audience.

Due to the growing success of the Saint Louis Art Fair, it has consistently been heralded as one of the top fine arts and craft shows in the country.

Recognition and AwarenessCreate value by promoting the brand. Focus on increasing the likelihood that placement of property’s marks and logos on packaging or in sponsor promotions will move more product. The Saint Louis Art Fair’s grueling promotional plan starts approximately three months before the Art Fair.

Audience LoyaltyCreate value by educating your audience and then demonstrating your audience’s affinity for the property is high or at least higher than affinity for sponsor’s brand and will rub off to sponsors. Cultural Festivals, producers of the Saint Louis Art Fair, educates the audience by promoting art in our community. Cultural Festivals educates the community in the following ways:

Performing various children’s activities throughout the surrounding area.

Displaying the Public Art Collection at various venues around the city.

Providing educational seminars for emerging artists.

Providing top-rated entertainment experiences for the St. Louis community and beyond.

Cultural Festivals, producers of the Saint Louis Art Fair, has received many Pinnacle Awards, including a Grand Pinnacle from the International Festival and Events association for their prestigious show.

The Saint Louis Art Fair collateral reaches many markets including local, national, and international.

Saint Louis Art Fair Recap Report

guide to intangible assets

Category ExclusivityCreate value by offering category exclusivity. More value is added the further it extends into the property and the more saleable categories it extends to. May not be appropriate in all cases, e.g., media.

The Saint Louis Art Fair only allows one sponsor to be the official sponsor of that category.

For example Audi is our only official Vehicle sponsor.

Protection from AmbushCreate value by ensuring non-sponsors can’t get the spotlight and look like a sponsor.

During the Saint Louis Art Fair, Cultural Festivals owns all of the rights to the surrounding area. This means that all organizations must be a sponsor or have a permit with Cultural Festivals to be allowed on the grounds of the festival. If someone is breaking the rules, they will be escorted off of the property or ticketed. We also have 24 hour roaming security. Throughout the festival weekend, we have 27 Clayton police officers on-site.

Degree of Sponsor ClutterCreate value by keeping property as clean as possible so that each sponsor gets noticed. Concentrate on selling fewer, bigger deals. The Saint Louis Art Fair has designated areas for sponsors amongst the food vendors and artists. We have very few sponsor locations, offering maximum visual stimulation for the sponsors that are on-site.

Ability to ActivateCreate value by delivering turn-key promotions that allows sponsors to engage in the audience. Cultural Festivals makes a point to get to know its sponsors. We do this so we can help represent the brand faithfully in our promotions to get an end result that the sponsor desires.

Saint Louis Art Fair Recap Report

guide to intangible assets

Saint Louis Art Fair Recap Report

guide to intangible assets Networking Opportunities

Create value by offering opportunities to run cross-promotions with co-sponsors and/or identify new distribution channels. Avoid selling all sponsorships to companies whose products/services are distributed through the same channel. Cultural Festivals hosts a Sponsorship Breakfast two months before the art fair so all parties can network. One of our goals is to have everyone feel comfortable when they arrive at the festival. We believe having personal interaction before the event helps break the ice for everyone involved. We also set-up a VIP hospitality area during the festival. This is a place where sponsors can enjoy complimentary meals and beverages while networking with the other sponsors in the hospitality area.

We host the Artists Awards Breakfast on the Sunday of the Art Fair for all of the artists, sponsors, and

VIP’s. This again provides opportunity to network with other sponsors, artists and special guests.

Media Coverage PotentialCreate value by driving media to your events. Substantiate with third party media equivalency reports. We bring a large amount of media to our event. In 2010, we had approximately $900,000 in promotional media, plus the additional paid advertising we reached a grand total of over

$1,000,000.

Establishment Track RecordCreate value by fulfilling the sponsorship. Work towards a sponsor renewal rate of better than 70%. Provide sponsors with regular follow-up reports. Fulfill everything that was promised and over deliver. Cultural Festivals retains sponsors from previous years on a regular basis. In 2010, we retained 86% of

our sponsors from 2009.