Uptown Art Fair Sponsor report 2015 by Uptown Art Fair

RETURN ON SPONSORSHIP REPORT CONTENTS Uptown Art Fair 2015 Executive Summary 2015 Sponsors Overview and History Organizational Leadership and Structure 2015 Art Fair Overview Commemorative Artist and Print Artists / Artist Awards Performance Stage presented by Subaru Twin Cities Dealers Beer Garden presented by Summit Brewing Co. Food Vendors Kitchen Window Culinary Arts Competition presented by The Wedge Community Co-op Family Imagination Station presented by Northern Clay Center Tomorrow’s Stars Youth Art Fair Metro Transit “Art Pass” 2015 Nice Ride Minnesota Complimentary Bike Valet Recycling / Organics presented by Sons of Norway VIP Hospitality Uptown Information Booth presented by the Uptown Association and Stutsman Realty Volunteers Facts and Figures Uptown Art Fair Recognition CANvas Uptown Promotions, Marketing, and Public Relations Media Coverage Report and Examples Online Coverage and Examples Television Coverage and Examples Print Coverage and Examples Radio Coverage Sponsorship Coverage PR Newswire Social Media Report and Examples On-site Impressions and Examples Results and Outcomes

2 3 4–5 6 7 8 – 21 8 9 – 10 11 12 13 14 – 15 16 17 18 18 19 19 20 21 22 23 24 – 25 26 – 56 26 27 – 32 33 – 36 37 – 39 37 40 41 – 50 51 – 52 53 – 56 57

UPTOWN ART FAIR 2015 The vision of the Uptown Art Fair is to bring art to the people, draw traffic to Uptown and provide a showcase and sales outlet for professional and amateur artists from around the country. As the Uptown Association’s primary fundraising event, the Uptown Art Fair is an economic engine for the community, generating revenue that pays for numerous projects including community clean ups, marketing and education seminars, donations to local causes and neighborhood organizations and other community building activities. Aside from showcasing amazing art, the Uptown Art Fair is a celebration of the hip, refreshingly unconventional Uptown Minneapolis community. While this annual event becomes increasingly popular, the Uptown area captures attention year-round simply because it’s Uptown – intriguing and inviting, established yet new, bohemian and fabulous. The Uptown Art Fair is a labor of love made possible by hundreds of volunteers, the generosity of sponsors, the kindness of local businesses and those who support the arts. In our humble (and admittedly biased) opinion, it’s the best fair around. We hope you enjoyed your experience with us and look forward to partnering with us again in 2016! Sincerely, The Uptown Art Fair Steering Committee and the Uptown Association

EXECUTIVE SUMMARY Nationally acclaimed, award-winning Uptown Art Fair Always the first full weekend in August Where Hennepin Avenue meets Lake Street DATES:

August 7 – 9, 2015

2015 TIMES: Friday 12 pm – 8 pm Saturday 10 am – 8 pm Sunday 10 am – 5 pm LOCATION: Uptown Minneapolis is an eclectic mix of commercial, retail and residential properties in South Minneapolis. The intersection of Lake Street and Hennepin Avenue is the center of a lively, upbeat business district and is one of the busiest intersections in the State of Minnesota. Art Fair Headquarters was located at Calhoun Square – 3001 Hennepin Avenue. FEATURES:  Professional works of art ranging from limited editions to one-of-a-kind treasures in 12 mediums including sculpture, painting, glasswork, jewelry, multimedia compositions and more  Tomorrow’s Stars Youth Art Fair  Non-stop entertainment—from swing dancing to awesome local bands—on the Subaru Twin Cities Dealers Performance Stage in the Salsa a la Salsa parking lot  Fine food and refreshments from more than 20 vendors throughout the fair and beer garden provided by Summit Brewing Co. at Salsa a la Salsa  Kitchen Window Culinary Arts Competition presented by The Wedge Community Co-op  Art activities for the entire family and demonstrations at the Family Imagination Station ACHIEVEMENTS: The Uptown Art Fair is the winner of more than 130 International Festivals and Events Association (IFEA) Pinnacle Awards. The Pinnacles recognize the highest quality in promotional programs and materials produced by IFEA’s more than 3,000 member festivals and events around the world. They are the most prestigious awards in the special events industry. Art Fair Sourcebook listed the 2010 Uptown Art Fair as 8th in the nation. The Harris Guide ranked it the #1 Art Fair in Minnesota. ATTENDANCE: An average of 385,000 people attends annually, making the Art Fair No. 2 in statewide attendance, second only to the Minnesota State Fair. CONTACT INFO: Uptown Association 1406 West Lake Street, Lower Level C | Minneapolis, MN 55408 P: 612.823.4581 | F: 612.823.3158 www.uptownartfair.com info@uptownminneapolis.com | maude@uptownminneapolis.com 3

OVERVIEW The Uptown Art Fair, now having celebrated its 52nd year, takes over the commercial district in Uptown Minneapolis. What began as a neighborhood art sale just down the block from what is now Calhoun Square has developed into a nationally recognized event. Hosting 338 artists in 2015, the Uptown Art Fair caters to tourists, art enthusiasts, artists, and festival-goers from around the country, and is the major fundraiser for the Uptown Association. Over the years, proceeds from the Uptown Art Fair have funded bicycles for police officers, a 3-phase business marketing study, an environmental planting project, 46 bike racks, community graffiti clean-up events, an awards program honoring local businesses, art installations of utility boxes, networking opportunities for residents and businesses, and visitor maps just to name a few.

HISTORY 52 years ago, a group of local businessmen and women in the Uptown Commercial Club tried to develop ways to increase traffic and draw more people to the core of Uptown. In the late 1950’s, the Uptown area had fallen on hard times so there was interest by area businesses and residents to regain the popularity of the past. One idea was an art fair and the Uptown Art Fair was born! The first Uptown Art Fair was held in 1964 and featured 146 artists selling their wares on folding tables on the sidewalk. It brought art into everyday life onto the streets of an urban neighborhood and brought increased attention to the business district in the Hennepin – Lake area. Throughout the 1960’s, Uptown continued to gain a reputation as an “artsy” neighborhood and the Art Fair added to that perception. In later years, the newly formed merchants association, the Uptown Association, took over the production of the event and new ideas emerged to make the event bigger and better. One key idea was to increase the quality of the show and attract new artists through the development of a jury system that required higher artist standards than before. Since then, the Uptown Art Fair has evolved into an internationally recognized 3 day fine arts festival and one of the top 10 fine arts festivals in the country. With 338 artists representing 34 states and 4 international countries, and nearly 385,000 art enthusiasts enjoying the show in 2015, the event is the largest art fair in the state of Minnesota and second only to the Minnesota State Fair in number of attendees.

ORGANIZATIONAL LEADERSHIP & STRUCTURE The Uptown Association, producer of the Uptown Art Fair, is a non-profit business association with over 150 member businesses. Its mission is to improve the economic vitality and stability of Uptown through collaboration and partnerships. It also exists to celebrate and sustain Uptown’s unique spirit and sense of community. The Association welcomes diversity of all kinds and advocates the greater benefit of the entire Uptown community. The Uptown Association full-time staff are supported by a team of seasonal staff, a Board of Directors, a planning committee, and an expansive group of volunteers committed to making this festival the very best of its kind.

Year-Round Staff: Maude Lovelle, Executive Director Jill Osiecki Gleich, Project Coordinator Ann Wempner, Graphic Designer

Seasonal Staff: Amanda Stewart, Culinary Arts Stage and Food & Beverage Allison Keller, Artist Relations, Operations, and Performance Stage/Tomorrow’s Stars Youth Art Fair Kaylee Weycker, Volunteers

Uptown Art Fair Planning Committee: Bridget Aymar, Volunteers Brian Bellmont, Marketing/PR Terrell Brown, Artist Relations Diane Burton, Volunteers Karina Carlson, Youth Art Fair Corey Collins, Performance Stage Joe Conchola, Operations Rick Cornejo, Finance Alexander Dahl, Operations Kimberly Dahlstrom, Artist Relations Carlee Davich, Artist Relations Pam Dedic, Youth Art Fair D’Lee Dreyer, Volunteers Daniel Erickson, Operations Robin Fortney, Artist Relations Marcus Genzlinger, Marketing/PR Gina Glynn, Artist Relations Tasha Greiling, Marketing/PR Steve Grotbo, Operations, Food & Beverage Kristin Hinrichs, Sponsors

Lia Huemoeller, Culinary Stage, Youth Art Fair Samantha Igo, Food & Beverage Molly King, Volunteers Jason Lardy, Sponsors Joe Ott, Operations Lauren Ott, Food & Beverage Paul Pashibin, Performance Stage Anna Peterson, Performance Stage/Youth Art Fair Alyssa Roach, Youth Art Fair Tonya Schulze, Food & Beverage Kathryn Schwyzer, Artist Relations Meagan Shegstad, Volunteers Gayle Steiger, Artist Relations Megan Swenson, Marketing/PR Lt. Mike Taylor, Operations Brian Trinh, Youth Art Fair Elizabeth Walke, Finance SteveWang, Food & Beverage Nancy Warnen, Finance

2015 ART FAIR OVERVIEW 2015 COMMEMORATIVE ARTIST:

Brian Delozier

Each year, the Uptown Art Fair selects an artist to create a piece of art to commemorate the event. The work is transformed into a poster and incorporated into promotional materials and merchandise available to art fair attendees. The 2015 Uptown Art Fair Commemorative Artist was Brian Delozier. Delozier, a Pennsylvania native now currently living in Little Falls, Minn., discovered his passion for art, specifically his form of pointillism, after a serious accident left him with limited mobility. In 2002, at the age of 16, Delozier’s life changed dramatically when he suffered an accident on a ski slope in Pennsylvania. He broke two vertebrae in his neck and suffered a spinal cord injury that left him paralyzed from the chest down. After months of therapy, he regained the ability to walk but never regained complete use of his hands. Five years after his accident, Delozier decided to pack up, leave Pennsylvania, and head to Hawaii. He had no real plan, and was only in search of a change. It was in Hawaii that Delozier discovered his love of drawing with dots, thanks to an artist who encouraged him just to try. “I told him I couldn’t because of my lack of mobility,” says Delozier. “After much persistence on his part, I finally agreed. Within an hour I had a colorful little area of dots formed, and I absolutely loved it. I had no interest in art before my accident, but suddenly I had found my passion.” Delozier’s passion bloomed and since then he has created hundreds of pieces using thousands of dots, ranging from landscapes, flowers, animals, to geometric patterns. “After my accident, I was depressed, looking for a purpose in life. I felt lost,” says Delozier. “After I discovered this form of art, I came alive. It saved my life.” Wings Over Uptown features more than 600,000 dots and took Delozier about 150 hours to complete. Pictured left: 2015 Uptown Art Fair Commemorative Print titled Wings Over Uptown by Brian Delozier. Prints were available for purchase during the art fair and continue to be available to the public at www.uptownartfair.com.

Artists Selection Process Our highly competitive juried art show consists of more than 350 artists from around the U.S. and abroad, selected to display their work in one of twelve media categories: painting, drawing, fiber, 3-D mixed media, wood, sculpture, 2-D mixed media, ceramics, jewelry, printmaking, glass, and photography. The Uptown Art Fair follows an arduous three-day jury process using a state-ofthe-art online application and jury process called ZAPP™. Each artist submits four images of his or her work and one booth image. All artwork submitted is in a consistent, high-quality digital format. Five highly knowledgeable and experienced artists, instructors, and critics comprise the jury panel that handpicks exhibitors after previewing projections of the images on 6-foot screens. Three rounds of scoring determine the final selection.

“I have been doing the show for the past ten years. It’s well run, produces good sales, and has very few problems that I have seen.”

After last year’s show, 43 artists were invited back to represent the 2014 Best of Show and Top 10 percent of each media. A total of 682 artists applied for this year’s remaining spots. As such, it is an honor to be invited to exhibit at the Uptown Art Fair.

Exhibiting Artists

Charming city, great staff, and fabulous volunteers!

The artists who exhibited at the Uptown Art Fair in 2015 traveled from 34 states and 4 countries. A total of 164 exhibitors responded to our artist survey. Artists sold 2.1 million of art in 2015, averaging $5,900 per artist. Artists share that the Uptown Art fair was their most successful event of the season and, in some cases, of their career.

“First time at the show and just loved it!!!! You put on a great event. Thanks so much. Hope to see you next year.” 9

Artist Awards Twelve expert jurors representing each of the media fields selected the 2015 Uptown Art Fair “Best of Show” and “Top 10 Percent” award winners. The jurors were escorted through the Art Fair on Friday, August 8. Winners of the “Best of Show” were notified Friday afternoon and honored at the Artist Brunch hosted by local Uptown restaurant Chino Latino on Saturday morning. A “Best of Best of Show” winner was also selected for special recognition and an additional cash prize. “Best of Show” winners in each media received a $500 check recognizing their excellence, while the “Best of the Best” received a $750 check. In addition, all “Best of Show” winners are invited to forego the 2015 application process and exhibit at the event free of fees in the booth of their choice.

BEST OF BEST OF SHOW

BEST OF SHOW

Michael Dowling, Drawing Denver, CO

Gaston Carrio, 2-D Mixed Media Houston, TX

Robert Farrell, 3-D Mixed Media Venice, FL

Ryan Myers, Ceramics Madison, WI

Michael Dowling, Drawing Denver, CO

Horace Thomas, Fiber Belton, TX

Scott Hartley, Glass Benton, KS

Sharon Donovan, Jewelry Ann Arbor, MI

Phill Singer, Painting New Britain, PA

Jill Bedford, Photography Delafield, WI

Andrew Kosten, Printmaking

Artist Brunch

Brookings, SD

Chino Latino, an Uptown hotspot known for its unique menu of “street food from the hot zones,” catered an upscale brunch on Saturday morning of the fair as a thank you to exhibiting artists. This event also served as the awards ceremony, where the “Best of Show” winners were announced and presented with their monetary awards. The Artist Brunch is well known among the artists and is a much sought after treat!

Mark Winter, Sculpture Milwaukee, WI

Jeff Easley, Wood Parnell, IA

Performance Stage presented by Twin Cities Subaru Dealers Featuring performers from the Twin Cities’ diverse and thriving cultural landscape, the Performance Stage at Salsa a la Salsa delighted music fans of all tastes. With plenty of seating, many fair-goers enjoyed the entertainment while enjoying the nearby beer garden.

2015 Performers Uptown Swing ● Swing Dance Blutopians ● Blues Demolition Means Progress ● Indie Rock Dred I Dread ● Reggae Curio Dance ● Classical, Traditional,

“Thought you did a wonderful job of providing clear details ahead of time and making it a great experience. We’d love to come back next year”.

and Urban Dance

Matt Hannah ● American Folk The Casey Band ● Pop Sisters of Sahara ● Middle Eastern Dance Jackson and the Roosters ● Folk Rock The Blue Cities ● Blues, Jazz, R&B, and Soul The Tune Ups ● A Capella Tim Houlihan Music ● Folk, Rock, and Acoustic Rhythm & Swing and 7 Cats Swing Band ● Swing Dance & Jazz Group

“It literally was perfect. Parking, set-up and pleasantly organized” 11

Beer Garden presented by Summit Brewing Co.

Fair goers were able to kick back and enjoy a variety of seasonal beer offerings under the warm August sun at the Summit Beer Garden. The Garden is an oasis for attendees with umbrellaed tables and high tops galore so relaxation and libation could go hand in hand. The garden also offers a prime viewing arena for the nearby performance stage where musicians were rocking and dancers were clomping throughout the day and evening providing the perfect outdoor summer experience.

Food Vendors

2015 Food Vendors

What’s a fair without food? There is no doubt that we really love our food in Uptown and the variety of dining options in 2015 did not disappoint. There was certainly something for everyone’s pallet including curry chicken bowls, organic mini donuts, gyros, lobster tacos, paella and catfish sliders. And of course, we didn’t forget the hot dogs and potato salad, pizza, cheese curds and the ice cream. Placed throughout the fair, there were food vendors up and down Hennepin Avenue as well as at all intersections on The Mall. The expanded food court surrounded by food trucks was a great addition in 2015.

“We have always supported the arts and we appreciate the Uptown Art Fair”

Brava on Wheels Chef Shack Filfillah Restaurant Fro Yo Soul Jake's Street Grille Rusty Taco Baja Smoothies Ben & Jerry's Black Forest Inn Bridgemans Ice Cream Falafel King Firehouse Foods Jax Café Jerry's Lemonade Kitchen Window Lake & Irving Old Tyme Kettle Korn Pickles Café & Catering Mama Donato's Woodfired Pizza Pimento Jamaican Kitchen R Four Meats Specific Foods Tom Thumbs Donut Tommy Veez Foods Top Dog The Cookie Cups Wholesoul: A lavender and Sage Eatery

“It was a great experience overall and I was happy to be part of such a great event”

“People loved our options and we wouldn’t change a thing”

Kitchen Window Culinary Arts Competition presented by The Wedge Community Co-op

Some of the Twin Cities’ hottest chefs and most creative artists battled for culinary supremacy at the culinary arts competition celebrating its 4th anniversary at the Uptown Art Fair. Teams were given three key ingredients and a secret ingredient with 30 minutes to design a unique and flavorful dish and a matching piece of visual art. Local food, art and media personalities made up the panel of judges with the winner being crowned on Sunday afternoon. Fair goers also had the opportunity to participate in the “So You Think You Can Plate” contest sponsored by the Co-Op Partners Warehouse between sessions on all three days. Audience members had the chance to use their culinary talents to create beautiful plates using several ingredients for a chance to win merchant gift certificates.

NEW THIS YEAR! The Fish Smart Seafood Stakes, sponsored by the Fish Smart program at the Minnesota Zoo. The Stakes pitted two amateur cooks against each other for a 30-minute showdown using sustainable seafood and a secret ingredient. Each cook was paired with a professional chef “mentor” who guided them into creating a unique, artful and delicious dish. Creations were judged by a panel of sustainable seafood experts, and the winner received a four-pack of tickets to the Minnesota Zoo and a gift certificate to a Kitchen Window cooking class.

Kitchen Window Culinary Arts Competition presented by The Wedge Community Co-op The Winners Congratulations to the winners of the fourth annual Kitchen Window Culinary Arts Competition!

Chef Chris Ikeda from Lake & Irving with artist Amanda Vallone (left). The grand prize winners took home a fabulous knife package from WĂźsthof Trident and gift cards from other sponsors.

Runners Up â&#x20AC;&#x201C; Lorenzo Ariza of Salsa a la Salsa and artist Reah Oshion.

Family Imagination Station presented by Northern Clay Center

This family activity area was once again a huge hit with attendees as they were given the chance to tap into their inner artist and create a plethora of summer adventure-themed clay art. Projects this year included animals and insects in the woods, campers, tents and camping accessories. All ages were welcome and all projects were fired for our guests at no cost. Ongoing pottery wheel demonstrations were also an integral part of the weekend.

Northern Clay Center, along with Subaru, the official automotive sponsor of the Uptown Art Fair, teamed up to give one lucky attendee a unique art experience. Fairgoers were invited to guess the weight of a clay filled Subaru vehicle for a chance to win a group event at Northern Clay Center and a prize package from Subaru. In addition, Subaru donated clay, supplies and a teacher for a day of art to the school of the winnerâ&#x20AC;&#x2122;s choice.

Tomorrow’s Stars For the eleventh year, the Tomorrow’s Stars Youth Art Fair, gave young talent a chance to shine at the Uptown Art Fair. 61 promising young artists between the ages of 8 and 18 were given the opportunity to display, discuss and sell their artwork keeping all their earnings. The youth art fair was held inside Calhoun Square on Saturday and Sunday. Works included everything from origami and clay figures to jewelry and bath soaps.

“It was an extremely fun and memorable event. Thank you for providing this event for young people”.

Tomorrow’s Star is an excellent opportunity for youth artists to showcase their work and experience an art fair alongside experienced artists. The average sale for the weekend was $248 and the most earned was $820.

“The staff was always helpful and responded to questions quickly. We were so impressed with the way things were organized”

“We called in a few times with questions and each time received helpful answers quickly”

“Very satisfied, everything was very clear and many people came up to our booth and welcomed us.”

Metro Transit “Art Pass” The Uptown Art Fair once again partnered with Metro Transit to provide convenient, reliable and environmentally friendly transportation. On Saturday and Sunday during the Art Fair, thousands of attendees downloaded an “Art Pass” prior to the event on www.uptownartfair.com and www.metrotransit.org, or picked one up on site at the Uptown Information Booth or Metro Transit Information Booth. Valid for complimentary bus and metro line rides to the Uptown Art Fair, the Powderhorn Art Fair and the Loring Park Art Festival, the Art Pass made it easy to enjoy Minneapolis’ premiere arts weekend; over 5,000 rides were taken over those two days.

Nice Ride Minnesota Complimentary Bike Valet For the sixth year, Nice Ride MN offered free bike valet parking to an average of over 1,200 bikes per day, greatly reducing the auto traffic and providing a stress-free parking experience at the Uptown Art Fair. The bike corral conveniently located near the Midtown Greenway allowed our guests to park their bikes for free under the supervision of the Nice Ride volunteers. Nice Ride MN is a non-profit organization that provides public bike sharing to the Twin Cities encouraging exploration of Minneapolis amazing biking infrastructure and beautiful urban scenery.

Recycling & Organics Collection presented by Sons of Norway

Events like the Uptown Art Fair produce a lot of waste-on average 2.44 pounds per person, per day. It is a challenge for an event of our size to implement waste reduction programs but with the help of the Sons of Norway, a local business located right in the heart of Uptown, we are able to coordinate bottle and can recycling as well as cardboard, plastics and the composing of food waste. In 2015, 3,230 pounds of recyclables was collected.

VIP Hospitality

As a thank you to our sponsors, the VIP Hospitality Area served as a retreat from the August sun and a break from the hustle and bustle of the fair. Metro Transit graciously opened the doors of its major bus hub for the weekend in support of our sponsors, who were invited to sit down and enjoy a wonderful complimentary lunch and dinner thanks to Giordanoâ&#x20AC;&#x2122;s Pizza, The Beat Coffeehouse, and Cookie Cups. Our sponsors are essential to the success of the art fair and the VIP Hospitality Area is our way of thanking those who support this event.

Uptown Information Booth presented by the Uptown Association The Uptown Information Booth, presented by the Uptown Association- the producers of the art fair, is one of the most visited locations during the weekend. Think of the booth as a concierge for the Art Fair and all things Uptown. The huge tent located at the top of The Mall, sponsored by Stutsman Realty, was staffed with knowledgeable folk who were able to answer any or all questions about the event and the surrounding community. Armed with maps, lists and directories, the volunteers were able to help our guests locate sponsors, a particular kind of food at one of our vendors, a special artist whose work they loved or identify who was making music next on the performance stage. In addition, volunteers distributed Metro Transit Art Passes and sold Uptown merchandise for those who wanted to take home a souvenir of their trip.

As a bonus, representatives from the Apple Store, were on hand to help fair-goers take a quick visitor survey on an iPad. Everyone who took a survey received a customized bag to carry their wares provided by Stutsman Realty. Each bag was filled with over $200 of products, coupons and discounts from local businesses. The data gathered from thousands of surveys during the three days includes information on buying habits, age and gender, income level and attendance frequency and is used to provide valuable insight into the fair goer character in order to understand our attendees and how best to serve them. This year the booth also featured a community mural designed by one or our newest businesses, Bottle & Bottega, with assistance from Brian Delozier, the 2015 commemorative artist and many local residents and business owners.

Volunteers With this year being the 52nd Uptown Art Fair, our volunteers were excited to be a part of the fun. The beautiful weather also helped bring in crowds of people and made it an overall wonderful experience for all the volunteers in any position. They were able to help with artist registration, selling beverages, artist booth sitters, and much more. The variety of positions offered gave the volunteers a chance to see the art fair from a unique perspective. Throughout the years, the Uptown Association has been dedicated to the community and is proud of the lasting relationships it has formed with volunteers over the years. Families have made volunteering at the Uptown Art Fair a tradition while newcomers are excited to be more involved! In addition to our individual volunteers, we had a sports team, local businesses, and community organizations all help out to make Uptownâ&#x20AC;&#x2122;s biggest event possible. Once at the art fair, the volunteers all received a high quality complimentary t-shirt sponsored by The Ackerberg Group. These unique shirts made it easy for patrons and sponsors to ask for assistance when needed during the art fair. Volunteers were also given beverage coupons and Bridgemanâ&#x20AC;&#x2122;s ice cream. The event could not happen without the amazing volunteers. Their support helps keep this event free to the public and truly makes the whole weekend a huge success. For this reason, the Uptown Association is dedicated to promoting mutually beneficial relationships with those contributing time and effort to our event.

FACTS AND FIGURES Attendance The near perfect weather conditions at the 2015 Uptown Art Fair attracted 382,000 (crowd count calculation). Data is gathered throughout the weekend via public surveys to better serve our audience in years to come. We recognize that the fair draws a diverse audience of loyal attendees and newcomers. 21.4% of our attendees were first-timers in 2015. In addition, 27.8% had attended the event between 4-10 times and 24.2% for than 10 times. The art fair continues to attract a predominantly female audience of 72%. This is advantageous for sponsors in that the reach of their message was maximized while their brand identity was reinforced to return customers.

Age Demographic 14%

16% 18 to 25 26 to 35 14%

22%

36 to 45 46 to 55 56 to 65 66 +

12% 22%

INCOME

17%

22%

Under $25,000 $25,000 - $45,000 $46,000 - $75,000

19%

$76,000 - $124,000 21%

Over $125,000

21%

UPTOWN ART FAIR RECOGNITION

In 2015, the Uptown Art Fair received 10 International Festivals and Events Association (IFEA) Pinnacle Awards, including 4 gold awards. The Pinnacles are the most prestigious special events industry awards and recognize the highest quality in promotional programs and materials produced by IFEA’s more than 3,000 member festivals and events around the world. This is by no means the first time that IFEA has recognized the Uptown Art Fair. Our event has won more than 135 Pinnacle Awards to date!

Uptown Art Fair 2015 International Festivals and Events Association (IFEA) Pinnacle Awards GOLD

BEST T-SHIRT DESIGN

GOLD

BEST INDIVIDUAL SPONSOR FOLLOW-UP REPORT

GOLD

BEST SPONSORSHIP PROGRAM FOR INDIVIDUAL SPONSOR

GOLD

BEST COMMUNITY OUTREACH PROGRAM

SILVER

BEST MISCELLANEOUS MULTIMEDIA

SILVER

BEST OVERALL MERCHANDISING PROGRAM

BRONZE

BEST PROMOTIONAL BROCHURE

BRONZE

BEST TARGETED SPONSOR SOLICITATION PROPOSAL

BRONZE

BEST EVENT (WITHIN AN EXISTING FESTIVAL)

BRONZE

BEST NEW PROMOTION ACTIVITY

CANvas UPTOWN CANvas Uptown was an art activity sponsored by the Uptown Association for local businesses and organizations to showcase their products and services while driving traffic to their doorstep prior to and during the Uptown Art Fair. This fun project involved businesses decorating one-gallon metal cans or “hiring” an artist to decorate for them. This promotional activity along with a celebratory launch event created a pre art fair buzz, highlighting the Uptown community and its dedication to the arts and increased the number of visitors as well as created curiosity for current customers. Seventy-seven businesses participated with over 160 decorated cans displayed throughout the Twin Cities. Many participants offered special incentives during that time which brought customers through their door to look and admire the cans. The cans were auctioned off online with proceeds going towards programs and services which benefit the entire community.

PARTICIPATING CANvas UPTOWN BUSINESSES: American Apparel Art Materials beARTrageous Beat Coffeehouse Bellmont Partners Big Red Dog Solutions Bobby Bead Bottle & Bottega Central Bank City of Minneapolis Columbia Sportswear Comedy Sportz Comic Book College Community Connections Coup d'etat Denison Parking Digs Dulono's Pizza

Erik's Ranch & Retreats First National Bank Flooring Expo Flor Giordano's Pizza Goorin Brothers Heartbreaker John Fluevog Shoes Jonathan Adler Julia Moss Design Juut Salon Uptown Keller Williams-Bryan Paschke Keller Williams-Thang Chau Kitchen Window Lake & Irving Restaurant Lake Calhoun Flats LHENA Lucia's Restaurant MAC Cosmetics

Magnetic Originals Mary Trondson Ins Agency McDonald’s Midwest Makeup Supply Minuteman Press My Sister's Closet Paper Source Park Nicollet Clinic Patrick's Cabaret Pedal Pub Penzeys Spice Royal Tobacco Salon Levante Schatzlein Saddle Shop SEE Eyewear Six Degrees Uptown Spectacle Shoppe SUDZ TCF Bank

The Chair Salon Twin City Group United Methodist Church Uptown Dermatology Uptown Lake Apartments Uptown MN Urban Outfitters Urban Tails Pet Supply Via's Vintage Vistas in Education Walgreens Wilson Law Xcel Energy Young Professionals Mpls Zorongo Flameco Dance

PROMOTIONS, MARKETING, AND PUBLIC RELATIONS Prior to and during the event, the Uptown Art Fair strategically utilizes a wide variety of channels to garner attention and maximize attendance. Preview events, social media, paid advertising, and a complex public relations campaign coordinated by Bellmont Partners round out our efforts. Employing diverse outreach tools and having strong partnerships with the media ensures that we continue to create anticipation and interest in the Uptown Art Fair.

2015 MEDIA COVERAGE NUMBERS ONLINE Total online mentions, news stories and calendar listings

Total impressions

32,002,603

Ad equivalency

$8,102,099

TELEVISION Total TV mentions, news stories and calendar listings

Total audience reach

3,449,298

Ad equivalency PRINT Total print mentions, news stories and calendar listings Total audience reach Ad Equivalency RADIO Total radio mentions, news stories and calendar listings

$777,367

TOTAL OVERALL HITS TOTAL OVERALL IMPRESSIONS TOTAL OVERALL AD EQUIVALENCY

11 3,800,526 $152,021 5

191 39,252,427 $9,031,487

PR NEWSWIRE Total online mentions Total impressions Ad equivalency SPONSORSHIP

194 72,789,000 $2,911,560

Total impressions Ad equivalency

14,563,378 $898,617

SOCIAL MEDIA REPORT

UPTOWN ART FAIR - SOCIAL MEDIA IMPRESSIONS 2015 (JUNE - AUGUST) TWITTER

FACEBOOK

INSTAGRAM

TWEETS/POSTS

NEW FOLLOWERS

957

TOTAL FOLLOWERS

1,498

4,696

331

TOTAL IMPRESSIONS

20,211

54,940

2,279

TOTAL SOCIAL MEDIA IMPRESSIONS:

77,430

ON-SITE IMPRESSIONS Event Programs Commemorative Poster Promotional Posters Sponsor Maps Invitations

Signage / Banners

Street Signage

Sandwich Board Signage

Artist Permits

40,000 170,000 40,000 1,200

Food Vendor Meeting Sponsor Luncheon City Official Review Meeting Food Vendors Volunteer/Artist Headquarters VIP Hospitality Beer Garden Performance Stage Youth Art Fair Recycling / Composting Culinary Arts Stage Merchandise Uptown Information Booth Sponsors Calhoun Square Kiosk CANvas Uptown 20ft. Paint Cans (2) Calhoun Square Entrances Storefront Windows Street Intersection Banner Performance Stage Directional Map / Arrows Artist / Volunteer Registration Public Parking / Reserved Parking Family Imagination Station Commemorative Print / Merchandise Sponsors Beer Garden Youth Art Fair Culinary Arts Stage Uptown Information Booth Clay Mobile Visit Local Businesses Bike Valet

4,800

Best of Show Banners Best of Show Awards Artist Award Checks Inserts in Vendor Packets Registration Packets

600,000 386,000 110,000 Invitations Instructions Menus Parking Passes Artists Sponsors Volunteers

Daily Newsletters 2,750,000

Credential Badges / Lanyards

Merchandise 7,000,000

Guides

65,000

2,600 1,500

Artists and Assistants Staff Food Vendors Sponsors City Officials Uptown Information Booth Shirts Staff / Committee Shirts Recycling Shirts Volunteer Shirts Youth Art Fair Shirts Artist City Officials Food Vendor Know-It-All Sponsor

2,950,000

2,300,000

3,125

Volunteer Artist

8,100,000

Food and Beverage Vouchers