2010 Sprint Recap Report
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Transcript of 2010 Sprint Recap 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.
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.