2010 SAINT LOUIS ART FAIR RECAP REPORT
executive summary The 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
AVERAGE ATTENDANCE
The Saint Louis Art Fair is held
150,000
in the Central Business District
people annually
of Downtown Clayton. The Fair extends from Bemiston Ave. to Brentwood Blvd. and Carondelet to Maryland.
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. Saint Louis Art Fair Recap Report
demographics Highest Level of Education Completed
Female 54% Male 46%
Gender
Post Graduate 45%
Undergraduate 45%
High School 10% Asian 3% Hispanic 6%
Race
African American 3% Caucasian 88%
Household Income 30K—60K 14%
60K—90K 21%
Under 21 6% 21-35 14%
Age
36–49 33% Over 90K 65%
Over 50 47%
Saint Louis Art Fair Recap Report
return on sponsorship WHAT WE PROMISED Sprint will be provided a 30’x30’ space for the duration
WHAT WE DELIVERED Sprint was provided a 30’x30’ space for the duration of the Art Fair.
of the 2010 Saint Louis Art Fair for product display and sale. Sampling and lead generation.
Targeted audience for product sampling and lead generation.
Ten (10) VIP credentials for access to the Festival’s
Sprint was delivered ten (10) VIP credentials for access.
Opening Night Reception and to SLAF VIP/Artists Hospitality Center. A prominent link on our website,
Sprint’s website is accessible by clicking their logo on the Cultural
www.culturalfestivals.com.
Festivals sponsorship/donor recognition webpage.
A 2010 Saint Louis Art Fair limited edition
In Progress.
commemorative lithograph print.
Saint Louis Art Fair Recap Report
sponsorship on-site
Saint Louis Art Fair Recap Report
event overview 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
KICK-OFF PARTY
Jazz, Blues and Folk to dance and theatre. To gain media attention, garner community Awards: SLAF presented 26 artists awards and 5 restaurant awards
support, and celebrate our strongest
during the Awards Ceremony & Brunch at the Sheraton Clayton Plaza
stakeholders, SLAF hosted a Kick-Off Party at
Hotel. The brunch was such a hit, with live music and a delicious
The Saint Louis Artists’ Guild on August 17.
breakfast, there wasn’t an empty seat to be found! · Featured a “Fashion Show of Art” Arts in Action: Exhibiting and local artists provided free live art
· Unveiled the 2010 Commemorative Print,
demonstrations. Visitors were able to see ceramicists, papermakers,
· Provided an opportunity to meet the
and even jewelers at work demonstrating their craft!
Commemorative Print artist · Served refreshments & entertainment
Saint Louis Art Fair Recap Report
event overview In 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
VARIETY OF SHIRTS FOR VOLUNTEERS
OPEN JURY
To further support education in the arts,
In order to express our appreciation for,
For the first time ever, SLAF hosted a
SLAF revamped the “Student Mentee
and recruit more multi-day volunteers,
reception and allowed the public to sit-in
Program” and developed the Emerging
SLAF provided different colored T-shirts
for the first day of Jurying for the 2010
Artists as Entrepreneur Program (EAEP).
with unique designs for each of the
Art Fair. More than 200 people attended
Led by Les Slesnick, the program allows
festival days.
the reception, while 300 observed some
emerging artists to learn more about
portion of jury process.
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.
Saint Louis Art Fair Recap Report
gratitude & appreciation Thank 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 & media The 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.
PUBLIC RELATIONS EFFORTS 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
Saint Louis Art Fair Recap Report
JULY 28, 2010 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.
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 Boulevard In 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 Poster Following 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 Banners Starting 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 examples of exemplary art from previous SLAF participants.
Saint Louis Art Fair Recap Report
sponsors Without 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
Logo on Program Number of books $.0025-$.05 printed (130,000)
Logo on Website
Number of unique users (19,909)
Logo on volunteer T Shirt
Number of attendees who will see (150,000)
Notes
$.0025-$.10 $.0025-$.10
Multiply value only by number
of books printed Logo on cover is more valuable than ID on inside
Unique users is the proper number to calculate value against
Handed out to Volunteers 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 Logo on Thank You Signs Name on Food & Beverage Signs
Reach Number of attendees who will see (150,000)
Amount 1/3 of 150,000= 50,000 attendees
Number of attendees who will see (150,000)
1/3 of 150,000= 50,000 attendees
Signs with Logo Number of attendees 1/3 of 150,000= who will see (150,000) 50,000 attendees Logo on Stage or Tent Banner
Number of attendees who will see (150,000)
1/3 of 1500,000= 50,000 attendees
Logo on Ad-Oasis Kiosk
Number of attendees who will see (150,000)
1/3 of 1500,000= 50,000 attendees
Notes Usually 1/3 of the attendees will see on-site signage
Usually 1/3 of the attendees will see on-site signage
Usually 1/3 of the attendees will see on-site signage
Usually 1/3 of the attendees will see on-site signage
Usually 1/3 of the attendees will see on-site signage
Saint Louis Art Fair Recap Report
Mailing Lists Description
Reach
Use of Cultural Festivals Mailing Lists
Amount
Number of names $.07-$.15 mailed (2141)
Sampling Description Product Sampling
Reach
Amount
Reach
Amount
4000-5000
$.04 - $.15
Tickets & Hospitality Description
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) Hospitality function 181 Artists & 1000 VIPs (Graybar) Artists Awards Breakfast
All sponsors, volunteers and artists invited
Value = approx.$10 per artist/ volunteer/per day
Value = $25 per guest
Advertising in Measured Media---Print Description Ad in Saint Louis Magazine Ad in St. Louis American
Reach
Amount
Number of publication’s circulation 70,000 (weekly)
Impressions = 60,000/monthly
Number of publication’s circulation 120,000 (monthly)
Impressions = 1,556,000
Programs inserted In Saint Louis Magazine
Number of programs inserted 70,000 (one time)
Impressions = 80,000
Programs inserted In St. Louis American
Number of programs inserted 20,000 (one time)
Impressions = 80,000
Saint Louis Art Fair Recap Report
guide to intangible assets Prestige of Property Create 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.
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.
Recognition and Awareness Create 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.
The Saint Louis Art Fair collateral reaches many markets including local, national, and international.
Audience Loyalty Create 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.
Saint Louis Art Fair Recap Report
guide to intangible assets Category Exclusivity Create 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 Ambush Create 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 Clutter Create 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 Activate Create 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 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 Potential
Create 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 Record
Create 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.
Saint Louis Art Fair Recap Report