HomeMy WebLinkAboutWaterloo Center for the Arts-Grant Application-08.11.2008 g- 0- e r
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TOURISM DEVELOPMENT AND MARKETING GRANT APPLICATION
Date: July 28, 2008
PROJECT IDENTIFICATION: Holiday Arts Festival 2008
Contact Person: Shannon Farlow
Organization: Waterloo Center for the Arts
Address: 225 Commercial Street, Waterloo, IA, 50701-1313
Telephone: (319) 291-4490 Fax: (319) 291-4270
E-mail: shannon.farlow@waterloo-ia.org
PROJECT DESCRIPTION:
Please define your project including the date (if applicable).
Please indicate specifically how the monies will be spent and how it will impact tourism in the community.
Photos, sketches or mock-ups are helpful.
Bids and price estimates are encouraged.
The Waterloo Center for the Arts' Holiday Arts Festival 2008 will be held Sunday, November 9, 2008. The
Festival is comprised of a Public Show and Sale from 10:00am to 4:00pm, featuring artwork from the finest
Midwest artists working in wood, jewelry, metal, clay, glass, print, painting and more, performances and
demonstrations by talented musicians, a Children's Creation Station where children can make holiday crafts
and learn how to create silly balloon sculptures, lunch onsite from the Art House Café, and tastings of a
variety of wines and cheeses from Hy-Vee Wine & Spirits. The Festival also includes an Artist & Patron
Party, an exclusive festival-opening event for participating artists and patrons on Saturday, November 8 from
7:00 to 9:00pm, featuring live music, delectable holiday hors d'oeuvres and desserts, and a variety of
sparkling beverages and wines. Patrons who commit to spending a minimum of$100 at the Public Show
and Sale are invited to attend the Artist & Patron Party and are also allowed to begin shopping one hour
earlier than the festival's general opening time.
The annual Holiday Arts Festival brings a variety of artists from across the Midwest to the Waterloo Center
for the Arts to feature their creativity and to offer the public a unique shopping experience showcasing a
broad spectrum of one-of-a-kind hand-made artwork. With 2,000 visitors to the Festival annually, the Center
is still eager to increase attendance with a focused effort on expanded marketing to potential out-of-town
attendees. To assist with these marketing efforts, the Waterloo Center for the Arts respectfully requests
$2,200 in marketing funds from the Cedar Falls Tourism and Visitors Bureau to be spent as follows:
• $1,000 in Billboards with Lamar Advertising, which includes 4 billboards at $250/each, and donated
space by Lamar at $1,200/each
• $400 in Newspaper advertising with the Iowa Newspaper Association, which includes 53 newspaper
ads placed throughout Northeast Iowa in 45 newspapers and 8 shoppers with a total readership of
777,388 (see attached for list of newspapers and shoppers included)
• $800 Taping ($300) and developing ($500) a television commercial for future festival promotion,
including one :30 and one :15 TV commercial (produced by Around The Corner Productions Inc.)
Please see the attached documents for mock-ups of the billboard and newspaper ad. The full marketing plan
for the Holiday Arts Festival has been developed and is currently being implemented in an effective, efficient,
and timely manner. Marketing and communication pieces for the Festival will include:
July 2008
• Mailing to past participating artists and additional Midwest artists inviting them to apply for
participation in this year's juried show and sale and the Artist & Patron Party.
• Promotion of the Festival on the Waterloo Center for the Arts website (ongoing until the Festival).
August 2008
• Advertisement in ArtScene magazine.
September 2008
• Submission deadline for artists' application to participate in this year's Festival.
• Panel of jury committee meets and selects artists for participation.
• Congratulation-letter sent to selected artists. Mailing also includes information about local
hotels/motels and encourages artists to arrive early and spend the weekend enjoying all that the
Cedar Valley has to offer.
October 2008
• Billboard advertising begins.
• Newspaper ads with the Iowa Newspaper Association begin.
• Mailing to past attendees and the Waterloo Center for the Arts mailing list (5,000) to promote this
year's Festival and the Artist & Patron Party.
• Press release announcing Festival details to Waterloo Center for the Arts' media contacts.
• Feature article in The Courier newspaper.
• Advertisement in ArtScene magazine.
• Advertisement in VUE magazine.
• Advertisement in The Iowan magazine.
November 2008
• Promotional e-mail sent to the Waterloo Center for the Arts distribution list of constituents.
Day before the event/As artists arrive
• Welcome packet distributed to participating artists, including a Visitors Guide, local hotel/motel
information, and Cedar Valley businesses and attraction information. Festival organizers will gladly
work with the Waterloo and Cedar Falls Tourism and Visitors Bureaus to obtain this information for
the packets.
Day of the event/November 9, 2008
• Promotional and directional signage placed throughout at the Waterloo Center for the Arts.
• Program and map listing the Festival artists and musical performers available.
• During the Festival, video footage of patrons and artists captured.
Post-Event
• Production of TV commercial to be used for future festival promotion.
The Holiday Arts Festival has a long-standing tradition of contributing to tourism in the Cedar Valley
community. Proud to be in its 38th annual year, the Festival is certain to attract a multitude of visitors and
their spending dollars to the Cedar Valley this November. Out-of-county artists and visitors who attend the
2008 Holiday Arts Festival are sure to generate hotel/motel room nights and are inclined to spread their
spending dollars in other areas of the community during their stay.
1. How much money are you requesting from this grant program?
The Center is asking consideration of the Cedar Falls Tourism and Visitors Bureau Grant Program to fund
$2,200 in marketing for the 2008 Holiday Arts Festival. Of the $2,200, $1,000 would be spent on four
billboards on major roadways leading into the Cedar Valley, $400 would be spent on newspaper advertising
in the Northeast Iowa region through the Iowa Newspaper Association, and $600 would be spent on taping
and producing a television commercial at this year's festival, to be used in the promotion of future festivals as
a high-visibility method of targeting specific out-of-county areas.
2. What percentage of the total project cost does this request represent?
The total project cost is estimated at $6,074 (see attached budget sheet). The Center's request of$2,200
represents 36.22 percent of the total project cost.
3. Are you receiving grants from additional sources? If so, from whom and how much?
This project is not funded by additional grant sources, however the Waterloo Center for the Arts' budget will
absorb the remainder of the project costs.
4. How would your project be affected if you would not receive funding from the Tourism and
Visitors Bureau or if you would receive less than you requested?
If the Center is not selected to receive funding from the Tourism and Visitors Bureau, the Festival advertising
campaign would be less effective since the project would reach fewer potential visitors from outside Black
Hawk County. If the Center were to receive partial funding, it would scale back its advertising plans
accordingly and again, the project would reach fewer out-of-county visitors.
5. What is the estimated number of visitors this project will bring to Cedar Falls?
The Holiday Arts Festival has an average annual attendance of 2,000 attendees and 65 artists. Attendance
is primarily local, with a smaller, yet steadily growing, number of out-of-county visitors. With the assistance
of the Cedar Falls Tourism and Visitors Bureau grant, this project could much more effectively attract out-of-
county visitors to the Festival and to the Cedar Valley.
6. From where do you anticipate these visitors will come and why?
With the advertising plan laid out, the Center anticipates that these new visitors will come from throughout
Northeast Iowa and the Midwest. Popular artists have their own following and can potentially attract a
geographically broad range of visitors. Furthermore, the Cedar Valley is a retail destination in Northeast
Iowa, especially during the holiday shopping season. With the Bureau's support, the Waterloo Center for the
Arts is confident that out-of-county visitors will come for the Holiday Arts Festival and stay to enjoy the Cedar
Valley's other excellent shopping, dining, and entertainment destinations.
7. What is the estimated number of lodging nights you anticipate this project will generate
and how did you arrive at this figure?
(ie: number of guests rooms anticipated x number of nights stayed)
The Center estimates that the artists and attendees will generate approximately 170 lodging nights from the
Holiday Arts Festival (130 rooms from the 65 artists who will spend an average of two nights and 40 rooms
from visitors outside the area due to the increased promotion of the Festival).
8. Has this event taken place in Cedar Falls before?
No, this event has not taken place in Cedar Falls.
9. If not, was it held elsewhere and how many lodging nights were generated?
The Holiday Arts Festival has been held at the Waterloo Center for the Arts for the past 37 years. Even
though the event is not held in Cedar Falls, visitors have stayed in hotels throughout the Cedar Valley,
averaging 130 lodging nights annually.
10. Will this be an annual project?
Yes! Now in its 38th year, the Holiday Arts Festival has a long-standing tradition of excellence and quality and
uniqueness and attendance continue to steadily grow each year. The Waterloo Center for the Arts is eager to
grow its out-of-county visitor base by increasing its event promotion and keep them coming back by
consistently offering a Festival of the highest quality.
11. What would you say is the most compelling reason for the bureau to support your project
financially?
The Waterloo Center for the Arts' Holiday Arts Festival has been a mainstay in the Cedar Valley and has a
37-year history of bringing tourism dollars to the area. The Bureau's marketing support, coupled with the
event's strong foundation, could exponentially assist in attracting an increased number of out-of-county
visitors who would in turn utilize more of their disposable holiday shopping and travel dollars in the Cedar
Valley.
12. In addition to funding, are there other specific ways the bureau can be of assistance to
you?
The Center would be appreciative of the Bureau's assistance through the promoting the Holiday Arts Festival
in your publications like Hospitality Highlights, Calendar of Events, and the annual Visitors' Guide. The
Center would also welcome any information it can provide to promote the Cedar Valley for the artists'
welcome packets.
S ned by: Da d:
PLEASE FEEL FREE TO ATTACH ADDITIONAL INFORMATION, SAMPLES, ETC. THAT MAY
SUPPORT YOUR APPLICATION AND RETURN TO:
Cedar Falls Tourism and Visitors Bureau
Hudson Road, Cedar Falls, Iowa 50613
(319) 268-4266 (800) 845-1955 Fax (319) 277-9707
Since funding from this grant program is uncertain, please do not rely on this grant as part
of your annual operating budget. Application with incomplete information may jeopardize funding.
Grants\Forms
waterloo center for ..,, r. rts
PROJECT BUDGET
Holiday Arts Festival 2008
Every year, the Waterloo Center for the Arts hosts the Holiday Arts Festival- a celebration of
Midwestern artists and an opportunity for art-lovers to enjoy a unique holiday shopping
experience. To help us attract out-of-county visitors to the Festival and to the Cedar Valley, we
are asking consideration of the Cedar Falls Tourism and Visitors Bureau to grant $2,200 in
marketing funds toward the project. Below outlines the direct costs associated with this project.
Total Project Expense Budget
Expense % of budget
Printing $804.00 13.24%
Includes invitational mailing to artists, confirmation letter to artists,
mailing to past attendees and the Waterloo Center for the Arts
mailing list, welcome packet materials for artists, promotional and
directional signage.
Mailing Costs $577.00 9.50%
Includes postage and address labels.
Marketing $2,700 44.45%
$2,200 Request to Cedar Falls Tourism and Visitors Bureau
Includes advertisements in ArtScene magazine, VUE magazine,
the Iowan magazine, four billboards, advertisements through the
Iowa Newspaper Association in the Northeast Iowa region, and
the creation of a television commercial for future Festivals.
Banner and Decorations $231.00 3.80%
Includes promotional banner and decorations for the day of the
Festival.
Catering $750.00 12.35%
Includes food and beverages for the Artist&Patron Party.
Performers $650.00 10.70%
Includes payment for musicians performing during the Festival.
Honorariums $200.00 3.29%
Includes honorariums for the jury members.
Food $162.00 2.67%
Includes refreshments during set-up and teardown.
Total Project Budget: $6,074 100%
*This request does not include operational expenses such as staff time/salaries, insurance, security, or utilities.
Waterloo Center for the Arts: Mission Statement
The Waterloo Center for the Arts purpose is to initiate and further awareness, appreciation and
support of the arts by a diverse audience.
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Waterloo Center for the Arts: Description of Services
The Waterloo Center for the Arts is a municipal non-profit institution dedicated to fostering
community awareness and appreciation of the arts by acquiring, preserving, exhibiting, and
interpreting significant works of art. Operating under the auspices of the Waterloo Cultural and
Arts Commission, the Center and its programs reflect the City's commitment to and support of
arts and culture,
The Commission's mission is to serve the community by ensuring quality cultural and educational
opportunities for all citizens, so the Center offers a full range of programs that include exhibits,
educational/interpretive programs for all ages in the Center and out in the community, care and
display of a significant permanent art collection, special events, a gift shop and an active
volunteer program. The Center boasts a significant permanent collection of Midwest Art,
American Decorative Arts, and the largest public collection of Haitian Art in the United States.
The Center also offers its new 39,000 square foot Phelps Youth Pavilion as a place where Art
launches a world of wonder, discovery and learning. The Pavilion is a children's art museum
where kids of all ages and their families can experience over 40 hands-on exhibits from simple
drawing and painting to high-tech magical adventures like digital finger painting!
In addition to offering a variety of programming for preschool through senior adults, the Center is
home to The Waterloo Community Playhouse, Black Hawk Children's Theatre, Metropolitan
Chorale, Municipal Band, NAMI Club, Senior Citizens Club, Senior Singers, and 36 community
organizations and hobby groups that meet at the Center on a regular basis. Other groups and
individuals also use the Center for one-time events such as wedding receptions, meetings, teen
dances, parties, craft expositions, political gatherings and workshops.
I www.waterloocenterforthearts.org I
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