HomeMy WebLinkAboutWaterloo center for the Arts-Grant Application-10.06.2008 4 0 ; /o-`-or �l'M
10 �008 -e7d Cov.Acal
FY '09 EITA GRANT APPLICATION Cop)
Please check the appropriate category for which you are applying:
V_ Advertising Education Promotion
Are you a member of Eastern Iowa Tourism Association? Yes __V__ or No ___
*Note: Non-EITA members must attach proof of non-profit status documentation
A. Applicant Information (0 Points)
1. Name of Project Getting the Word Out: Welcome to the Waterloo Center for the Arts
2. Organization / Business Name Waterloo Center for the Arts
3. Project Coordinator/Contact Person Shannon Farlow
Name: Shannon Farlow, Development/Marketing Director
Address: 225 Commercial Street
City: Waterloo State: Iowa Zip Code: 50701
Phone: 319-291-4490 Email: shannon.farlow@waterloo-ia.org
4. Is this a cooperative group project? Yes or _✓ No
If yes, please list all participating members involved with this project and attach their
signed letter of support confirming their involvement.
B. Project Description
1. Describe the Project: (10 Points) (Description should not exceed allotted space.)
Every year the Waterloo Center for the Arts organizes dozens of programs and events, hosts well-over 100 classes
and workshops, and leads numerous tours and gallery talks, and the best way it can attract participants and visitors
is to get the word out.With all of the planning and expertise that goes into each of these programs, it is
disappointing when the crowd isn't as big as anticipated, or the Center finds out after the event that very few even
knew about it. To effectively let people from across the state and throughout the Midwest know about the diverse
programs offered at the Center,it takes one action: advertising.
By publicizing the Center's events, programs and classes in local and regional publications will draw visitors from
outside the Cedar Valley to downtown Waterloo. Ads in the Des Moines Register's"Experience Iowa"travel section
will put the Center in front of people who are looking for travel destinations,and repetitive ads in VUE Magazine will
give the Center constant contact with readers who are interested in cultural events and opportunities. Annual
events such as Holiday Arts Festival and ArtiGras give people a reason to experience the Waterloo Center for the
Arts, and the Center wants to ensure people have this type of program information at their fingertips. The challenge
is informing potential visitors of all the things going on at the Center;once they experience it,the programs and
Center staff will give them a reason to come back. Getting local and out of town/state visitors into the Center to take
advantage of its facilities and programs is crucial to the success of the organization and maybe more importantly,
the revitalization of downtown Waterloo. With all of the activities going on inside the Center,from the new Phelps
Youth Pavilion to fun classes and workshops to Waterloo Community Playhouse performances, everyone with a
vested interest in the Center is pushing for ways to make the its programs more visible.
7
2. Please provide the following information: (Description should not exceed allotted space.)
a. Explain who will benefit and the anticipated economic impact. (10 Points)
If you've ever looked for something fun to do,you will benefit from this project. The Waterloo Center for the Arts
offers such a diverse palate of classes, programs and events that the key is making sure people know about
them. From one-time events like the Holiday Arts Festival to the year-round attraction of the new Phelps Youth
Pavilion, people of all ages, backgrounds and interests can find something of interest at the Center. All visitors
can walk away with a better understanding and appreciation for the arts, meaningful critical thinking skills,and a
unique hands-on experience. The entire Eastern Iowa community will benefit from the diverse offering of creative
experiences,as visitors will learn to appreciate the diversity in art, culture,and each other. Economically,the
Cedar Valley strives to attract and retain young families and an educated workforce, and dynamic cultural
experiences such as those offered at the Center demonstrate our community's commitment to offering culturally
enriching experiences. The Center's location is also an integral component in downtown Waterloo's Riverfront
Renaissance revitalization project, as it will complement the neighboring river walk,arts plaza and amphitheater
being constructed. With the assistance of EITA,the Center will always be exciting tourist destination.
b. How does this project relate to your tourism efforts? (10 Points)
Downtown Waterloo is a growing and thriving area with major initiatives for revitalization. In 2006, over 663,000
visitors came to Waterloo,with over 319,000 specifically visiting downtown Waterloo and 99,097 of them visiting
the Waterloo Center for the Arts. When combining the Center's offerings of galleries,events,classes, and
workshops with the new Phelps Youth Pavilion,the Center expects those annual attendance numbers to increase
dramatically throughout 2008 and beyond. The Center's Phelps Youth Pavilion has already seen over 21,000
visitors since starting school tours in February 2008 and opening to the public in April 2008. The only way those
tourism numbers can increase is through the advertising, promotion,and marketing efforts of the Waterloo Center
for the Arts. By advertising the Center's programs and events in a variety of publications, its brand will be spread
throughout Eastern Iowa to a diverse audience and will drive new visitors to downtown Waterloo. Once visitors
experience the Center and all that downtown Waterloo has to offer,we are positive they will return to our
destination location.
c. Advertising requests: describe the ad and attach a sketch or copy of the ad and
describe where ads will be placed.
Promotion requests: describe the piece and attach sketch of design and describe
how the project will be distributed.
Education requests: describe the education session topic and program and describe
how the session will be promoted. (10 Points)
*Include your description and sketch how the EITA logo with web site will be addressed in your
project.
Getting the Word Out:Welcome to the Waterloo Center for the Arts
The promotional ads placed will promote the Waterloo Center for the Arts and feature a variety of the Center's events, programs and
classes, depending on the publication. With a very talented graphic designer on staff,all of the ads will be designed to engage
travelers at a moment's glance.
EITA will be recognized with the following notation: "This ad sponsored in part by the Eastern Iowa Tourism Association.
www.easterniowatourism.org"
Please see the attached sketch of potential ads.
8
C. Timetable: (5 Points)
Project must be paid and completed between July 1, 2008 and May 29, 2009.
1. Placement(s) or Event Date: July 1, 2008 - May 29, 2009
2. Date of Final Payment: May 29, 2009
D. Funding: (0 Points)
1. I am applying for 2 EITA grant(s). (Maximum of three, one per category)
Please list them with category in priority order, including this grant.
[1]Advertising Grant
[2] Promotion Grant
E. Budget and Amount Requested: (15 Points)
(Copy of official vendor's quote is required;project expense must match amount on quote.)
Please complete the following budget for your project, listing as much detail as possible. Attach official
quotes for each line item.
1. Total anticipated project expense. $ 3,100
Vendor Item Cost
Des Moines Register 2 Experience Iowa ads $1,300
(2)2-unit ads @$650 each
VUE Magazine 8 months advertising_ $1,800
(16)1/4 page&(1)1/2 page ads
Total cost should equal anticipated project expense listed above.
2. Total anticipated project income:
a. Amount of grant request $ 1 ,500
(May not exceed 50% up to $1,000 per member in
Education or Promotion, and$1,500 in Advertising)
b. Amount provided by applicant $ 1 ,600
(Must be a minimum of 50%)
c. Amount provided by other sources $ 0
d. Total Project Expense $ 3,100
3. List other sources providing cash match and the amount each is providing.
In-kind match is not eligible. (This should equal 2c listed above)
The Waterloo Center for the Arts will provide$1,600 in promotional funding for this project from its Hotel-Motel
discretionary budget line.
9
F. EITA Involvement: (25 Points)
1. Are you currently a member of EITA: yes V no
2. Is your county currently in good standing with EITA: yes V no
3. Describe your involvement in the Tourism Region in the last year. (Examples should
include attendance at the General membership meetings, region committee
participation, serving as a Travel Federation of Iowa District Leader, staffing the region
booth at the Iowa State Fair, serving on the Travel Federation of Iowa or EITA
Executive Committee, etc.)
The Waterloo Center for the Arts has been a long-time partner with the Eastern Iowa Tourism Association, promoting
tourism and driving traffic to this area of the state. To fulfill the Center's mission of initiating and furthering awareness,
appreciation and support of the arts by a diverse audience,we rely on tourism and unique visitors to visit our facility
and experience all that it has to offer. Not every program,class, or event we create appeals to every person, but we
strive to offer a variety so that something will appeal to all of the different palettes of each demographic. With that,the
Center attracts local, every-day visitors, but also strives to attract the out-of-town visitor who will be wow-ed by their
experience at the Waterloo Center for the Arts.
The Waterloo Center for the Arts donated prizes for ETIA's Iowa State Fair giveaway prize package in August 2008,
and the Center will be hosting the annual"Town Meeting"with the Iowa Tourism Staff in March 2009.
G. Presentation of Application (i.e. spelling, grammar, typing, spacing, page order, and
accuracy) will be pointed. (15 Points) (No answer necessary)
H. Signature of Project Coordinator and Date of Application: (0 Points)
I understand projects funded by the Eastern Iowa Tourism Association Grant Program
must contain the EITA logo with web site, and I agree to comply with the guidelines and
requirements outlined in this application.
Signature of Project Coordinator:
Date:
Send seven (7) copies of the application form and support materials to:
EITA
Grant Program
PO Box 189
117 3rd Street SE
Dyersville, Iowa 52040
Applications must be received in the office no later than 12:00 NOON,
October 3, 2008
No late applications will be accepted.
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SOLUTIONS. REACH. RESULTS
Quote for Advertising
Date of Quote: 10-2-08
Advertiser: Waterloo Center for the Arts
Advertising Account Executive: Scott Meyer
Quote Details: (To include cost of advertising,cost of special charges,size of advertising,placement of advertising,dates of advertising.)
Date Publication Section Size Color Distribution. Rate , . <. .. .Cost
11/23/08 Des Moines Register Experience IA 3.23"x 6.25" Full Full State -- — — $650.00
3/8/09 Des Moines Register Experience IA 3.23"x 6.25" Full Full State $650.00
TOTAL COST OF QUOTED ADVERTISING: $1300.00
I acknowledge that I have received this quote and that it expires 30 days from the date of quote
above and that all terms and conditions of advertising in The Des Moines Register and/or other
owned publications apply.
Advertiser Date
Scott Meyer 10/2/08
The Des Moines Register Representative Date
4 Advertising Buyer's Guide
2008 VACATION IOWA
EX "ERIENCEF IL_Y FUN LIFE ENU E www.DesMoinesRegister.comivacationiowa
''7M�,. Special promotion opportunity, targeting
, The iron sirkle 27
me"cs Abalt gu7. 581 000 Sunday Register readers
,
7 ' 4 Share what you have to offer with this statewide Sunday Register audience.
PR MO I i N D SCRs 3O N hYI . ..
• Two page spread, full-color promotional pages dedi- EXPERIENCEL ADVENTURE
IOWA
cated to driving readers to your business .0,Da'4
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• Regional content supplied by Iowa Tourism,highlight- $ 'a " at,rCI II
ing points of interest to travelers who are reading the •
Midwest Travel section in the Sunday Des Moines ®O . ` *
f
Register
• An extremely efficient way to get your message to a - _
statewide audience of 581,188 people* —_-= = =
• Affordable ad sizes to accommodate budgets _
AUDECE s P .8 0 ; F
• A superior audience of 581,188*statewide Sunday ,..
Register readers
• Travelers...7 out of 10 adults in central Iowa who """' '�.-
have taken a domestic vacation in the past 12
months, read the Sunday Des Moines Register!! AD DESIGN
• Entertainment Seekers... Over 7 out of 10 adults in
All Ads include attention-getting color, custom-design
Central Iowa who have been to zoos, museums,
services, and proof prior to publication.Will also accept
amusement parks, etc.read the Sunday Register!**
pre-produced ads.
PUBL',1ITION DATES DEA.DUa ES RATES i`e'.E'*
July 27, 2008 July 18 1 UNIT $325 per ad $275 per ad
September 28, 2008 Sept. 19 2 UNITS $650 per ad $550 per ad
November 23,2008 Nov. 14
March 8, 2009 Mar.27
INDIVDtiALAD SEE RESERVE 'RJR SPACE
1 UNIT= 3.23"wide x 3"tall Scott Meyer,Advertising Account Executive
The Des Moines Register
Phone 515-284-8493
Email scmeyer@dmreg.com
Fax 515-284-8338
tube Iles i'E' into iiegister
DesMoinesRegister com
*Source: Scarborough Release 2 2007&ABC Audit 2007 Average Readership SOLUTIONS. REACH. RESULTS.
**Scarborough Release 2 2007 DMA
I
VUE Magazine Ad and Press Release Deadlines:
Issue Deadline Issue Publish Date
Sept 2 Sept 12
Sept 16 Sept 26
Sept 30 Oct 10
Oct 14 Oct 24
Oct 28 Nov 7
Nov 11 Nov 21
Nov 25 Dec 5
Dec 9 Dec 19
Dec 23 Jan 2, 2009
VUE Quote:
$1,600 Includes two% page ads/month ($200/month) x 8 months (16 total ads)
$ 200 Includes oneY2 page ad
$1,800 total investment
Questions? Contact
Brent Johnson: 319-433-5484
Email: brent@vueonline.com
Brice Johnson: 563-542-5486
brice@vueonline.com
FY '09 EITA GRANT APPLICATION
Please check the appropriate category for which you are applying:
Advertising Education ✓ Promotion
Are you a member of Eastern Iowa Tourism Association? Yes__V__ or No ___
*Note: Non-EITA members must attach proof of non-profit status documentation
A. Applicant Information (0 Points)
1. Name of Project Spreading & Sustaining the Excitement: Phelps Youth Pavilion
2. Organization / Business Name Waterloo Center for the Arts
3. Project Coordinator/Contact Person Shannon Farlow
Name: Shannon Farlow, Development/Marketing Director
Address: 225 Commercial Street
City: Waterloo State: Iowa Zip Code: 50701
Phone: 319-291-4490 Email: shannon.farlow@waterloo-ia.org
4. Is this a cooperative group project? Yes or _✓_ No
If yes, please list all participating members involved with this project and attach their
signed letter of support confirming their involvement.
B. Project Description
1. Describe the Project: (10 Points) (Description should not exceed allotted space.)
The new Phelps Youth Pavilion at the Waterloo Center for the Arts has been attracting visitors from across the
nation since its opening in April 2008. The Pavilion is a place like nothing you've ever seen or imagined. It's a
children's museum filled with creative, hands-on interactive experiences each promoting exploration and
understanding of cultural and arts themes. Activities range from simple drawing and painting projects to magical
high-tech adventures like digital finger painting. Every activity has been carefully planned to encourage curiosity,
creativity,and self-directed discovery. At the Pavilion, kids are playing to learn and adults are learning to play.
Learning has never been so much fun!
• To continue the excitement of the Phelps Youth Pavilion,the Waterloo Center for the Arts will be placing billboard
advertising to entice travelers to Eastern Iowa, and to the Center. The Waterloo Center for the Arts plans to
implement 8 billboards throughout Eastern Iowa,covering areas such as Cedar Rapids, Dubuque,Waterloo,
Marshalltown,and Waverly during Spring 2009. These advertisements will be placed during the Spring Break
'season'to create tourism excitement in Eastern Iowa during a time when people are looking to travel, thus
strengthening the appeal of Eastern Iowa as a destination location. The Pavilion billboards will colorfully spark the
curiosity of every passer-by. With the Center's website proudly displayed on the billboards,potential travelers will
have an immediate call-to-action to learn about the Pavilion and plan their visit to Eastern Iowa. Creating this type
of region-wide awareness will be critical to the success of sustaining the excitement of an Eastern Iowa attraction
like the Phelps Youth Pavilion!
7
2. Please provide the following information: (Description should not exceed allotted space.)
a. Explain who will benefit and the anticipated economic impact. (10 Points)
Billboards promoting the Phelps Youth Pavilion will actively engage Eastern Iowa travelers and expose them to
the state's newest attraction. The Pavilion addresses many needs for schools and the Eastern Iowa community,
and will provide an amazing experience to participating visitors. It offers expanded educational opportunities,
complements curriculum-based education for the schools, and has been a#1 school tour destination in 2008. All
visitors walk away with a better understanding and appreciation for the arts, meaningful critical thinking skills, and
a diverse sensory stimulation experience. Yet,the entire Eastern Iowa community will benefit from kids'creative
experiences in the Pavilion, as they learn to appreciate the diversity in art,culture, and each other. Specifically,
as the Cedar Valley strives to attract and retain young families and an educated workforce,dynamic cultural
experiences such as the Phelps Youth Pavilion demonstrate our community's commitment to the arts for all ages.
The Pavilion's location and amenities are also an integral component in downtown Waterloo's Riverfront
Renaissance revitalization project, as it will complement the neighboring river walk, arts plaza and amphitheater
currently being constructed. With the assistance of EITA,the Pavilion will always be exciting tourist destination.
b. How does this project relate to your tourism efforts? (10 Points)
Downtown Waterloo is a growing and thriving area with major initiatives for revitalization. In 2006, over 663,000
visitors came to Waterloo,with over 319,000 specifically visiting downtown Waterloo and 99,097 of them visiting
the Waterloo Center for the Arts. When combining the Center's offerings of galleries, events, classes, and
workshops with the new Phelps Youth Pavilion,the Center expects those annual attendance numbers to increase
dramatically throughout 2008 and beyond. The Pavilion has already seen over 21,000 visitors from more than 20
states since starting school tours in February 2008 and opening to the public in April 2008. The only way those
tourism numbers can continue is through the advertising, promotion, and marketing efforts of the Waterloo Center
for the Arts. With the advertising impact of billboards,the Pavilion brand will be spread throughout Eastern Iowa
and will drive new visitors to downtown Waterloo. Once visitors experience the Pavilion and all that downtown
Waterloo has to offer,we are positive they will return to our destination location. The Phelps Youth Pavilion is
already making Waterloo more attractive to visitors and tourists. It is the only art institution in the nation that
incorporates a digital arts learning center, an experiential gallery,and a culturally based art museum for children.
c. Advertising requests: describe the ad and attach a sketch or copy of the ad and
describe where ads will be placed.
Promotion requests: describe the piece and attach sketch of design and describe
how the project will be distributed.
Education requests: describe the education session topic and program and describe
how the session will be promoted. (10 Points)
*Include your description and sketch how the EITA logo with web site will be addressed in your
project.
Spreading&Sustaining the Excitement: Phelps Youth Pavilion
The promotional billboards planned for the Phelps Youth Pavilion will be wildly splashed with fun colors, accompanied by our logo,
address, hours, EITA recognition, photo of Art(the Phelps Youth Pavilion'mascot';some billboards may include photos of kids in the
Pavilion instead of Art),and the direct call-to-action phrase of"Explore&experience". Even at a glance,the billboards will engage
travelers. The Waterloo Center for the Arts plans to implement 8 billboards throughout Eastern Iowa,covering areas such as Cedar
Rapids, Dubuque,Waterloo, Marshalltown, and Waverly during Spring 2009. These advertisements will be placed during the Spring
Break'season'to create tourism excitement in Eastern Iowa during a time when people are looking to travel,thus strengthening the
appeal of Eastern Iowa as a destination location.
EITA will be recognized with the following notation: "This billboard sponsored in part by the Eastern Iowa Tourism Association.
www.easterniowatourism.org" With the visibility of these billboards,visitors will be anxiously driving across state lines to experience
the Phelps Youth Pavilion! Please see the attached sketch of one potential billboard.
8
C. Timetable: (5 Points)
Project must be paid and completed between July 1, 2008 and May 29, 2009.
1. Placement(s) or Event Date: February - April 2009
2. Date of Final Payment: April 30, 2009
D. Funding: (0 Points)
1. I am applying for____2 EITA grant(s). (Maximum of three, one per category)
Please list them with category in priority order, including this grant.
[1]Advertising Grant
[2] Promotion Grant
E. Budget and Amount Requested: (15 Points)
(Copy of official vendor's quote is required;project expense must match amount on quote.)
Please complete the following budget for your project, listing as much detail as possible. Attach official
quotes for each line item.
1. Total anticipated project expense. $ 2,000
Vendor Item Cost
Lamar Advertising 8 Billboards $2,000
$250/each
Total cost should equal anticipated project expense listed above.
2. Total anticipated project income:
a. Amount of grant request $ 1 ,000
(May not exceed 50% up to$1,000 per member in
Education or Promotion, and$1,500 in Advertising)
b. Amount provided by applicant $ 1,000
(Must be a minimum of 50%)
c. Amount provided by other sources $ 0
d. Total Project Expense $ 2,000
3. List other sources providing cash match and the amount each is providing.
In-kind match is not eligible. (This should equal 2c listed above)
The Waterloo Center for the Arts will provide$1,000 in promotional funding for this project from its Hotel-Motel
discretionary budget line.
9
F. EITA Involvement: (25 Points)
1. Are you currently a member of EITA: yes ✓ no
2. Is your county currently in good standing with EITA: yes V no
3. Describe your involvement in the Tourism Region in the last year. (Examples should
include attendance at the General membership meetings, region committee
participation, serving as a Travel Federation of Iowa District Leader, staffing the region
booth at the Iowa State Fair, serving on the Travel Federation of Iowa or EITA
Executive Committee, etc.)
The Waterloo Center for the Arts has been a long-time partner with the Eastern Iowa Tourism Association, promoting
tourism and driving traffic to this area of the state. To fulfill the Center's mission of initiating and furthering awareness,
appreciation and support of the arts by a diverse audience,we rely on tourism and unique visitors to visit our facility
and experience all that it has to offer. Not every program, class,or event we create appeals to every person, but we
strive to offer a variety so that something will appeal to all of the different palettes of each demographic. With that,the
Center attracts local,every-day visitors, but also strives to attract the out-of-town visitor who will be wow-ed by their
experience at the Waterloo Center for the Arts.
The Waterloo Center for the Arts donated prizes for ETIA's Iowa State Fair giveaway prize package in August 2008,
and the Center will be hosting the annual"Town Meeting"with the Iowa Tourism Staff in March 2009.
G. Presentation of Application (i.e. spelling, grammar, typing, spacing, page order, and
accuracy) will be pointed. (15 Points) (No answer necessary)
H. Signature of Project Coordinator and Date of Application: (0 Points)
I understand projects funded by the Eastern Iowa Tourism Association Grant Program
must contain the EITA logo with web site, and I agree to comply with the guidelines and
requirements outlined in this application.
Signature of Project Coordinator:
Date:
Send seven (7) copies of the application form and support materials to:
EITA
Grant Program
P 0 Box 189
117 3rd Street SE
Dyersville, Iowa 52040
Applications must be received in the office no later than 12:00 NOON,
October 3, 2008
No late applications will be accepted.
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ADVERTISING OF WATERLOO
Waterloo Center for the Arts
Outdoor Advertising Program
Spring 2009
In-Kind Donation: $450 per location (8 locations) $3,600
Waterloo Center for the Arts Cost:
Posting fee per poster: - $120 $ 960
Production- $130 each $ 1.040
(design process donated)
Total Cost of Program: $ 2,000
Quoted 10/2/08 by Mary Porath
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