Loading...
HomeMy WebLinkAboutBlack Hawk Gaming Association-Grant Applicaiton-12.22.2008 (619 v BLACK HAWK COUNTY GAMING ASSOCIATION ory GRANT APPLICATION COVER PAGE ' Date Application Received: Grant Number: - // > (Office Use) (Office Use) 1. Name of Organization: Waterloo Center for the Arts 2. Mailing Address: 225 Commercial Street Waterloo, IA 50701 3. Telephone: (319) 291-4490 Federal Tax ID Number: 42-6005327 4. Email Address: Shannon.Farlow@waterloo-ia.org 5. Contact Person/Phone Number: Shannon Farlow, (319) 291-4490, ext. 3445 6. Amount of Funding Requested From BHCGA: $109,100 7. I have read the "Funding Guidelines & Procedures" document. (INITIAL) 8. You must list a title and brief description of the project/program for which funding is requested in the space below. (In addition, a one-page addendum describing your proposal in more detail may be attached.) Include in this description how this project will provide property tax relief, capital improvements and/or charitable services. Extending the Art of Play: On days like Black Friday,weary shoppers with tired children can be seen crawling toward the Crossroads Mall Play Area for much-needed respite from bargain hunting. Parents reward their kids' patience while shopping with time to run and play in the Mall's Play Area, so why not utilize this kid-magnet area as a playground for learning about the arts,creativity, and other cultures. The goal of this project is to provide a free, mini-Waterloo Center for the Arts experience in a fun, hands-on exhibit area in the Mall. The Mall's Play Area is in need of updated play features, and the Waterloo Center for the Arts has the expertise to implement an impressive outreach program that will provide a unique, mission-based cultural experience for consumers in the high-traffic area of the Crossroads Mall in Waterloo. This project will provide cultural connections and a new, innovative place for children play,explore, and learn,which will ultimately enhance the quality of life for both Cedar Valley residents and visitors to the area. Extending the Art of Play is a project focused on outreach - giving patrons a "teaser" experience that can be found at the Center. Whether visitors have visited the Center or not, the new Play Area in the Crossroads Mall will give them a sneak peek at the type of enrichment they can enjoy at the Waterloo Center for the Arts. The Extending the Art of Play project is a charitable service to the community, as it will provide a free, public play-and-learn space for people of all backgrounds. It will also serve as a major capital improvement to the Crossroads Mall,with this new, interactive and learning play space. Required Signatures: \N )00 Caner for firw-(4-t3 Applicant's Name (PRINT) Commie Sc.1,43 Kato I Rine 4411 Chief Executive Officer(PRINT) Chairperson of Board of Directors (PRINT) ief Execu ' e Offic4 Chairperson of Board of Directors %% waterloo center for the arts Addendum: Extending the Art of Play The Waterloo Center for the Arts is committed to providing the highest quality experiences. It works in partnership with the community to build a stronger appreciation for the arts and to provide cultural experiences for people of all ages. This project is an arts-focused partnership between the Waterloo Center for the Arts and the Crossroads Mall and their commitment to providing fun and unique educational opportunities for people of all ages. Through the Center's outreach programs, it provides hands-on learning experiences throughout the community, all with the purpose of giving time, resources, and rich opportunities to those who live and visit the Cedar Valley. This new "satellite" Play Area at the Crossroads Mall is a long-term, big-impact opportunity for the Center to invest in the community and give visitors from every socio-economic background easy access to a local, free cultural resource. The current Crossroads Play Area will be transformed into a learning playground full of interactive art and cultural experiences(see images below). CURRENT CROSSROADS MALL PLAY AREA: Frci�slroads Mini Mal Play Area Yed to a 24'-0'x 2'-('play spat ___' —_--'-- --- -----—'-- ' tr -- fJ ,` ,,,-"*-011k / 4/ A SAMPLING OF THE NEW EXHIBITS IN THE CROSSROADS MALL PLAY AREA, AS DESCRIBED IN THIS PROJECT: rpm s .7 ill :1t N. MUSIC makers- i .—_.,._. • ,.., - , 1 e i ——— .. ,...., , .. ........,......, ....... 11..........._ Exhibit#1-Quartet Music Activity Exhibit#2-Digital Exhibit#3-Floor Piano Exhibit#6-Green-screen Cultural Finger Painting Dance Activity Vi waterloo center for the arts Project Budget: Extending the Art of Play The Waterloo Center for the Arts is asking consideration of Black Hawk County Gaming Association to support the development a new, interactive play area in Crossroads Mall that will serve as an extension of the Waterloo Center for the Arts. Below outlines the direct costs associated with this project. Total Project Expense Budget Project Matching BHCGA Expenses Funds Request Exhibits $83,000 $0 $83,000 Quartet music activity $5,000 Digital Finger Painting $18,000 Floor Piano $15,000 Sliding box of crayons $10,000 Perimeter Wall Activities (5) $5,000 Green-screen Cultural Dance Activity $30,000 f-. Signage $26,100 $0 $26,100 Entrance sign (8'x12) $7,000 13 Exterior panel signs(3'x8) $11,600 Rules sign $3,500 Back wall signage $4,000 Space Reconfiguration $62,000 $62,000 $0 Cost of Play Area Space $10,000 Crossroads Mall Daily Maintenance (cleaning, etc.)_ $3,000 Recovering leather seat cushions $20,000 Carpet and safety floor replacement $25,000 Repair/Refinish Shoe Cubbies $1,000 Electrical for exhibits $3,000 Promotion $14,400 $9,400 $0 Mall's Handheld Directories (10,000) $2,000 Crossroads Mall Mall's free-standing Directories(5)_ $2,400 $5,000 Restroom Signage (10) $2,400 Waterloo Center for the Arts Brochures at Customer Service (5,000) $1,200 I, Link on Mall's website $1,400 Printing of rotating signage, flyers, coupons, and take-away activities_ $5,000 Total Project Budget: $185,500 $76,400 $109,100 58.8%of Project Budget % waterloo center for the arts Narrative A. State problem addressed by the project or program and describe the need for service. In Iowa,we often have to deal with weather that is too unpleasant to be outside in.Summer is hot and muggy, so little kids can't be out for too long. Winter is cold, cold, cold, and again kids can't be out for long. Because of this, many parents look for and depend on indoor play areas as a means of learning, playing and exercise for their cooped-up kids. The Waterloo Center for the Arts has been serving this group of parents well with its unique, hands-on exhibits and learning spaces like the Phelps Youth Pavilion, and this project will help sustain the appeal of the Center and its programs with a very strategic, long-term approach. Extending the Art of Play is a project focused on outreach. It will reinforce and, to some, introduce, the Waterloo Center for the Arts' mission to people who might not otherwise have the opportunity due to barriers of finances, time, awareness, or perceived interest. A new 'satellite' Play Area at the Crossroads Mall will create an innovative place for children to play, explore, and learn (for free), and will ultimately enhance the quality of life for both Cedar Valley residents and visitors to the area. It has the power to serve a population of people as diverse as the Cedar Valley community it will serve. With the current economy, consumers are also looking for entertainment and shopping closer to home, and this project will enhance the "shop local" concept by attracting families with young children to the local mall, where they can make one stop to shop and play. The Cedar Valley economy will reap the benefits of this consumer behavior. Overall, this project will brand and strengthen the Center's mission to serve the unmet needs of both busy parents and unaware consumers. B. Describe the goals and objectives of the project or program. The goals of this project are to create a learn-and-play space in the Crossroads Mall that will offer patrons [1] the unique opportunity to experience creative, hands-on learning related to the arts (a teaser to what they can find at the Waterloo Center for the Arts,such as impressive collection of artwork, creative classes, and the Phelps Youth Pavilion), and [2]an enhanced the Cedar Valley community. Adding a cultural component to the typical Mall Play Area gives children more than a playground experience. And yet, the Play Area will be more than just an area for kids. The exterior signage will feature information about and images from the Center's collection of artwork—thereby exposing every passerby to the Center's mission of initiating and furthering awareness, appreciation and support of the arts by a diverse audience. With its distinct variation over the typical museum experience, the Play Area will compliment the Center's in- house programming. Like every store in the mall that advertises their content in a storefront window,the Play Area will give consumers great 'teaser' information about the Center from the outset, without having to actually come to the Center. The Center has an enormous amount of visual appeal,and the best way to create awareness and excitement for its programs is to put this'teaser' information in a high-traffic, consumer-driven area. From the replicated artwork on the walls to the hands-on exhibits inside, this project can create an impactful marketing and branding message. The Waterloo Center for the Arts has had great momentum since opening the Phelps Youth Pavilion in April 2008, and the location and permanence of this new outreach project is a great fit for the Center because it targets two ideal audiences: one that that has disposable income, enjoys local entertainment and is already out in the community spending money, and two, the consumer who is looking for new, low-cost/free experiences for their kids. C. Describe the nature of the service to be offered and the activities, which will be conducted to carry out the project or program. A new Play Area in the Crossroads Mall will bring attention to cultural and arts concepts, help brand the Waterloo Center for the Arts, and fulfill an unmet need in the Mall's current play space by transforming it into a unique, learning experience. Kids will learn about different cultures, creative thinking, and visual arts. On the Outside: Capturing Mall shoppers'attention with colorful, effective messages and signage. ■ A"Rules"sign,featuring Art the Phelps Youth Pavilion mascot,will be in front of the Play Area entryway ■ A replicated, orange Waterloo Center for the Arts sign will border the archway to the Play Area %1 waterloo center for the arts • Large signage will be on the back wall of Play Area, near the escalators, promoting the Center's brand with images and the Center's logo. • On the exterior of the padded walls, 13 signage panels will grab the attention of Mall visitors. Some of the panels will be static images and messages promoting the Waterloo Center for the Arts' programs, artwork, and exhibits,while other panels will feature current'what's happening now' messages. On the Inside: Hands-on exhibits that kids can touch, feel, play, learn and climb on. • Exhibit#1-Quartet Music Activity This exhibit will develop children's basic music competence by providing an interactive experience that includes the different sounds of a musical quartet. The results will be different every time when kids combine the unique sounds and rhythms of the Deep Kettle Drum, Drum Line, Tuba Talk, Whistle, Rattle and Ring, and Rain Wheel. • Exhibit#2-Digital Finger Painting Similar to the Finger Fun Digital Painting exhibit in the Phelps Youth Pavilion, this exhibit is the clean version of finger painting where little painters have the opportunity to express themselves with virtual painting. Fingers make the best brushes, and no clean up is required. • Exhibit#3-Floor Piano Kids will enjoy physical exercise and exposure to the art of music with this exhibit. Similar to the Feet Beat exhibit in the Phelps Youth Pavilion, the Floor Piano features a fun and exciting dance pad, mounted to the floor and equipped with special sensors that activate various musical sounds as kids walk,jump or dance on the surface.With each step, kids create their own rhythms and learn how it relates to movement. • Exhibit#4-Sliding box of crayons The current slide in the Play Area will be reconfigured to represent a box of crayons that kids can climb through and slide down; a great activity to develop motor, coordination, and sensory skills. • Exhibit#5-Perimeter Wall Activities(5) Five perimeter exhibits will be attached to the walls throughout the Play Area, each featuring activities such as funhouse-style mirrors and matching games/mazes that will correlate to the Center's artwork. • Exhibit#6—Green-screen Cultural Dance Activity Kids are the stars! They will learn dance movements from different cultures, and then have their 'performances' projected on a live screen with background images from those different cultures. D. Provide the beginning and ending dates for this project or program. Reconfiguration of the space, exhibit installation, and new signage would begin February 2008 and the new Play Area would be ready by November 1, 2008. E. Provide estimates of the number of people to be served by this project or program. Approximately 7.4 million shoppers visit the Crossroads Mall annually. Each of these visitors will not directly interact with the new Play Area, but with its central location the potential exists for each visitor to at minimum notice the new Play Area's features and the branded message from the Waterloo Center for the Arts. F. Describe how you will evaluate the success of the project or program. Even though the intangible 'awareness' factor cannot be quantified, the Center will track and measure the effectiveness of this project's impact through number of inquiries received, coupons/flyers returned to the Center, website traffic (from the Crossroads Mall website link to the Center's website), visitor registry, and program/admission numbers. The Center is also implementing a zip code tracking system that will give very concrete information of where visitors are coming from. The Center's visitor's registry book gives visitors the opportunity to 'rank' their visit, give feedback, and tell how they heard about the Center; the Center's admission and gallery staff also conduct informal surveys with visitors to gain feedback. The participation levels of the Center's classes, workshops, birthday parties, tours, and room rentals will also measure the long- term awareness created by the Play Area. G. If this project or program is ongoing,what are future sources of revenue to support this proposal? The Crossroads Mall will provide ongoing support of this project. The Mall will provide in-kind services in regards to the space/exhibit maintenance, upkeep, and promotion of the Play Area. The Waterloo Center for the Arts will assist in the promotional aspects as well. %% waterloo center for the arts 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. 4 4,1 Waterloo Center for the Arts: Description of Services The Waterloo Center for the Arts is a municipal non-profit organization dedicated to fostering community awareness and appreciation of the arts by acquiring, preserving, exhibiting, and interpreting significant works of art. The Center works in partnership with the community to build a stronger appreciation for the arts and to provide cultural experiences for people of all ages. Operating under the auspices of the Waterloo Cultural and Arts Commission, the Waterloo Center for the Arts and its programs reflect the City's commitment to and support of arts and culture. To accomplish the Center's mission it offers a full range of programs that include exhibits, educational/interpretive programs for all ages at the Center and with community outreach programs, care and display of a significant permanent art collection, special events, a Gift Store and an active volunteer program. The Center boasts an impressive permanent collection of Midwest Art, American Decorative Arts, and the largest public collection of Haitian Art in the United States. The Center also opened its new hands-on children's museum in April 2008. The new Phelps Youth Pavilion is a place where Art launches a world of wonder, discovery and learning; a place where over 25,000 visitors have explored and experienced the 40-plus interactive exhibits that all related to the Center's collection of artwork. 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 over 35 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, dances, parties, craft expositions, reunions,conferences, political gatherings and workshops. %V' waterloo center for the a f is Extending the Art of,..P/ny Board of Directors&Officers: Cult ura I & Arts Commission Paul Braun Mike Broshar Golnar Buchanan Mary Ann Burk Carolyn Cole, City Council Rep. Marilyn DeKoster, Vice Chair Robert Greenwood, City Council Rep.Alt. Barbara Heitzman Karol Rae Hoth, Chair Mayor Tim Hurley Tom Langlas, Past Chair Dr. Dale Phelps Cammie Scully, Executive Director Steve Showers Katy Susong, Friends of the Art Center Rep. • „ Ri Y F W AT E any'. 3 SE W A ak IIN'n . ` ....::.....:....:... CITY CLERK ANC) FINANCE CLEPART /1ENT a+r.r.wR ;15 Mulberry St. • Waterloo, IA 50703 • (319) 29 4323 Fax (319) 291-4571 - . NANCY ECK,ERT • City Clerk `;IICHELLE WEIDNER,CPA. Chief Financial Officer November 21, 2006 A'ia for TII'IO'PH J. HURLEY COUNCIL TO WHOM IT MAY CONCERN: MEMBERS Transmitted herewith is verification that the Waterloo Center For The Arts is in fact REGLNALD A. owned, operated and an organizational unit of the Waterloo Cultural & Arts SCELtVIITT Commission of the City of Waterloo, Iowa. The actual legal status of the Waterloo Ward i Center For The Arts is that of a tax-exempt government, more specifically a legal incorporated municipality in the State of Iowa. The Federal Tax Identification number CAROL YN for the legal status is 426005327. COLE Ward 2 If you have questions regarding this statement of verification or the legal status of the is HAROLD above, please do not hesitate to contact my office. GEM.' Ward Sincerely, JOHN A. KIl\C AID Word 4 RON Nancy ckert WELPER City Clerk Ward BOB GREENWOOD At-Ltwe EPIC GUNDERSON At-Large • WE'RE WORKMIG FOR YOU! An Equal Opportunity/Affirmative Action Employer W Waterloo Center for the a its Waterloo Center for the Arts: O r g a n i z a t i o n a l Budget Fiscal Year 2009 Budget:July 1, 2008—June 30,2009 Expenses: Waterloo Center for the Arts 719,548 Projects and Grants 102,745 Phelps Youth Pavilion. 327,462 TOTAL Expenses: 1,149,755 Revenues: Waterloo Center for the Arts 86,200 Projects and Grants 102,745 Phelps Youth Pavilion. 107,800 TOTAL Revenues: 296,745 TAX SUPPORT FY2009 853,010 * A detailed budget compiled by the City of Waterloo is available upon request. W waterloo center for the a rts Black Hawk County Gaming Association&Isle of Capri: Recognition The Waterloo Center for the Arts will gratefully publicize the support of this project from the Black Hawk Gaming Association and isle casino and hotel at waterloo in a variety of ways. You would receive recognition in the Waterloo Center for the Arts 2009 annual report, in the Center's quarterly newsletter, on the Center's high-traffic website (www.waterloocenterforthearts.org), and with a press release to local and regional media contacts. Additionally, your contribution will be recognized at the Play Area site, and on the Waterloo Center for the Arts' handout flyers that will be available to all Play Area visitors. These recognition components, together with your existing naming rights you have with the Center's Black Hawk County Gaming Association and Isle of Capri Education Wing,will continue to brand your organization as a very community-minded business that is focused on enhancing the quality of life in the Cedar Valley.