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Home My WebLink About2000-04-10 - Agendas - Final • MEETING NOTICE The Advertising and Promotion Commission will meet on Monday, April 10, 2000, at 2:00 p.m. at the Chamber of Commerce office. ADVERTISING AND PROMOTION COMMISSION April 10, 2000 2 :00 p.m. Chamber of Commerce office I Call to Order A. Welcome John Gilliam as new commissioner B.. Introduce Lisa Lee — Town Center Sales Manager II. Reports A. Approval of Minutes for March 13 B. Financial Report C. Convention and Visitor Activity - Marilyn Johnson D. Blackwood/Martin/CJRW Report — Susan Wallace III. Old Business • A. Town Center — Richard Alderman IV. New Business A. Funding Requests 1 . Arkansas Air Museum - AirFest 2000 - $3000 2. Botanical Garden Society of the Ozarks — website/p.r. campaign - $29,000 3. Downtown/Dickson Enhancement Project — Festival Support Program - $35 , 190 V. Adjourn Informational Items — 1 . Trolley Operations Report • GROUP: ADVERTISING & PROMOTION COMMISSION DATE: March 13, 2000 PRESENT: Curtis Shipley, Heather Daniel, Joe Fennel, Fred Hanna, Alex Jerde, Jim Waselues, Ching Mong, John Gilliam, and Marilyn Johnson ABSENT: None The regular meeting of the Advertising and Promotion Commission was called to order at the Chamber of Commerce conference room at 2 :00 p.m. by Chairman Joe Fennel. MINUTES Moved by Jerde, second by Waselues to approve the minutes of the February 14 meeting. Motion carried. FINANCIAL REPORT John Maguire presented the financial report. Collections for February were $91 ,330, a 2.90% increase. Year to date collections are $ 191 ,655, a 7.75% increase. Expenses for • the month were $52,413 . Moved by Daniel, second by Jerde to approve the financial report. Motion carried. CONVENTION AND VISITOR DEVELOPMENT REPORT Marilyn Johnson reviewed activity report in agenda packet. Transportation Committee of the state legislature will meet in Fayetteville on March 15- 16. Bike, Blues and BBQ will be a new festival September 15- 16 sponsored by the Chamber. Better Bones Tour will be in Fayetteville May 31 -June 2, sponsored by Hiland Dairy. Mardi Gras Parade 2000 was a tremendous success. Hospitality in a Heartbeat Training is scheduled again for 8 businesses. Saturday Day of Champions is running into a snag, scheduled on the same weekend as U of A graduation. Sales manager applications were received (approximately 30), seven were interviewed by Marilyn, two were interviewed by Steve Ward and Marilyn with some A & P Commissioners attending. Position will be offered to one candidate this afternoon. ADVERTISING AGENCY REPORT Susan Wallace reported that responses to advertising were up from last year with many ads appearing in April and May. The four-color brochure, Town Center brochure and collateral pieces are being reviewed. Web site updating is ongoing. New Dining and Lodging Guide has been received. • OLD BUSINESS Town Center Richard Alderman reported that construction is going good. Concrete for the first level has been finished so they are no longer in the dirt. Change orders for the dirt work will be on agenda for the next A & P meeting. With the lowest level of the two for parking complete soon, they will begin framing for beams and slabs being poured. Some concerns have been voiced because of several construction projects going on downtown. Nabholtz is trying to get off the square by April 1 when the Farmer's Market opens. FF&E and interior items need to be looked at soon because of lead-time needed in ordering. Sales Manaeer Offer will be made for new sales manager this afternoon. OTHER BUSINESS Track Joe Fennel acknowledged the new signs recognizing John McDonnell's success on entry signs into town. Golden Spike Tournament, SEC and NCAA meet were very successful. We will have NCAA meet for the next two years. • Retirement of Jim Waselues as Commissioner Joe Fennel thanked Jim Waselues for his contribution to the A & P Commission. Jim replied that the Commission could continue the great progress he had seen while he had served. "The Town Center will be a great asset to Fayetteville," he said. John Gilliam, owner of Ozark Brewing Company, will replace Jim Waselues on the Commission. There being no further business, the meeting was adjourned. Respectfully submitted, Li 9altotl� Marilyn Johnson Director, Convention and Visitor Development • Advertising & Promotion Commission Financial Report - Expenditures For the Month Ending March 31 , 2000 • 2000 YTD March Budget Item Budget Expenses Remaining Expenses 800 Telephone Number (Chamber of Commerce) $ 10,000 $ 21500 $ 79500 $ Audit Expense 150 0 150 Brochure Development 63,531 13,761 49,770 12,443 Chamber of Commerce Operations Contract 100,000 50,000 50,000 Collection Expense - City of Fayetteville 25,000 5,893 19,107 2,059 Convention Support 7,357 0 7,357 Public Notification (BMA Contract) 250,779 72,074 178,705 54,467 Town Center Architectural Services 124,399 13,139 111 ,260 Town Center Equipment & Furnishings 200,000 0 200,000 Town Center Marketing Manager (Salary/Expenses) 57,040 0 57,040 Special Proms AAAAA State Basketball Tournament 0 0 0 Air Museum 25,000 6,000 19,000 Annual Champions Day (State High School Championship) 3,000 0 3,000 Ark. State High School Cross Country Championships 1 ,200 0 1 ,200 Botanical Garden Society - Master Plan 5,000 5,000 0 First Night 2,000 0 2,000 Committee for Mardi Gras 500 500 _ 0 500 • Historic District Commission - Brochures 2,000 0 2,000 Holiday Hoops 10,000 0 10,000 Professional Services - Legal Fees 50,000 0 50,000 Joe Martin Memorial Stage Race 500 0 500 North Arkansas Symphony Society 2,000 0 2,000 Razorback SAMS 2,000 0 2,000 Square Gardens 81776 4,357 4,419 3,296 Trolley Operations 15,000 140 14,860 70 USSSA - Arkansas Chapter 3,000 0 3,000 U of A Athletic Department - Track & Field 51000 5,000 0 Walton Arts Center - Brochures 1 ,200 300 900 Washington County Historical Society - Brochure 2,000 0 2,000 Wood Bat Classic 500 0 500 Subtotal Special Projects 138,676 21 ,297 117,379 3,866 TOTAL USES $ 976.932 $ 178,664 $ 798,268 $ 72 835 • H:\BUDGET\PROJECTS\HMR_TAXW&P2000.WK3 City of Fayetteville, Arkansas Monthly HMR Tax Collections 1998-2000 • 1998 1999 1999 2000 2000 Total Total Change Over Total Change Over HMR Taxes HMR Taxes Prior Year HMR Taxes Prior Year January $ 82, 157 $ 89,125 8.48% $ 100,334 $ 12.58% February 83,759 88,757 5.97% 91 ,330 2.90% March 80,815 91 ,271 12.94% 102,971 12.82% April 89,603 94,588 5.56% 0 May 97,309 969120 -1 .22% 0 June 98,318 104,709 6.50% 0 July 94,621 102,279 8.09% 0 August 919336 103,688 13.52% 0 September 93,903 97,609 3.95% 0 October 95,649 95,824 0.18% 0 November 98,784 109,561 10.91 % 0 December 88,266 96,583 9.42% 0 Total $ 1 ,094.521 $ 1 .170,114 6.91 % $ 294,636 $ 9.47% • HMR Tax Collections By Month 120 100 i 80 p f a 60 g i i 40 i 20 i 0 January February March April May June July August Septembe October November December O 1998 ® 1999 O 2000 • H:\BUDGET\PROJECTS\HMR—TAX\HMRTAX.WK4 • ACTIVITY REPORT March, 2000 INQUIRY RESPONSES March 2000 Tourist - 517 2000 Year to Date — 830 March 1999 Tourist - 615 1999 Year to Date — 1171 March 2000 Advertising Response — 4435 2000 Year to Date — 4934 March 1999 Advertising Response — 3314 1999 Year to Date — 3872 March 2000 Relocation — 108 2000 Year to Date — 314 March 1999 Relocation — 176 1999 Year to Date — 418 March 2000 Total Inquiries — 5060 March 1999 Total Inquiries — 4125 Year to Date Total Inquiries 2000 — 6078 Year to Date Total Inquiries 1999 — 5461 ACTIVITY Bus Tours — Group Tour Magazine FAM Tour Conventions/Meetings - Holiday Rambler State Rally - September • Albert Brumley Memorial Gospel Sing National Council of Architectural Registration Boards conference Women's Group of 200 — Joan Schlieboner Altrusa convention Tourist Activities - Bikes, Blues, and BBQ Mardi Gras 2000 Parade Relations with Media — Newcomer's Guide — Damn Gray Corporate Meetings & Incentive Magazine — Karen Spears Bonnie Ramsey — Villages and Towns of the South NWA Times — Sarah Fisher Cox Communications — photos for website Travel Leader magazine — Marcia Goberish Arkansas Democrat Gazette — John Magsam America' s 100 Best Retirement Towns NWA Times — Lori Harrison Successful Meetings — Betsy Cummings Relations with other Tourism - PKF Consulting, Houston Northwest Arkansas Tourism Association Governor's Conference on Tourism • Town Center — Sales Manager Interviews and Hiring Construction Meeting Trial on March 15 Parking Meeting Orientation for Lisa Lee Miscellaneous — Tulsa Sales Blitz Hospitality in a Heartbeat Meeting Planner Seminar — Little Rock Train the Trainer — Hospitality in a Heartbeat A & P Commisioner Orientation for John Gilliam and Ching Mong Bid approval and Creative Concepts for 4 color brochure UA Survey Research Center — Tim Sweet-holp Top HMR Collections — March Hilton Clarion Red Lobster Jose's Ryan's Chili 's Ozark Brewing Company . A. Q. Chicken McDonald's 50's Applebee's Powerhouse Kentucky Fried Chicken • • ADVERTISING INQUIRIES - 2000 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL Tourist BH 0 BT 163 163 FC 115 480 595 H&A 91 91 Journey 0 MC 48 376 424 ML 57 37 383 477 MT 0 NATA 54 113 237 404 OK 39 39 SL 16 30 494 540 SNI 1605 1605 ST 0 TA 0 TM 27 2 4 33 USA 302 302 VG 261 261 Meetings SM 0 • TOTAL 154 345 4435 0 0 0 0 0 0 0 0 0 4934 BH-Better Homes & Gardens BT-Budget Travel FC-Family Circle H&A-Home and Away MC-McCalls ML-Midwest Living MT-Midwest Traveler NG-Natl Geog Traveler NTG-NATA OK-Oklahoma Today SL-Southern Living SMI-State Newspaper Insert SM-Successful Meetings ST-Southern Traveler TA-Travel America TM-Texas Monthly USA-USA Today VG-Vacation Guide • ADVERTISING INQUIRIES BY STATE - 2000 • JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC Tourist Relo TOTAL AL 3 3 53 59 AK 0 2 5 7 AZ 4 4 14 22 AR 8 20 636 664 CA 5 16 73 94 CO 0 7 17 24 CT 1 2 18 21 DE 0 4 4 DC 0 1 3 4 FL 5 6 97 108 GA 1 5 52 58 HI 2 1 3 ID 0 1 10 11 IL 17 27 310 354 IN 6 14 106 126 IA 1 12 177 190 KS 4 7 128 137 KY 2 3 54 59 IA 5 11 166 182 ME 0 1 3 4 MD 1 5 21 27 MA 0 1 12 13 MI 3 16 109 128 MN 6 7 89 102 MS 4 7 73 84 MO 7 14 510 531 MT 0 7 7 NE 2 3 60 65 NV 0 1 11 12 NH 1 3 7 11 NJ 0 6 35 41 NM 0 3 8 11 NY 3 8 60 71 • NC 2 5 55 62 NO 0 2 8 8 OH 4 8 136 148 OK 4 17 334 355 OR 2 8 15 25 PA 1 13 49 63 RI 0 0 0 Sc 1 1 42 44 SD 0 12 12 TN 3 13 139 155 TX 29 39 528 596 UT 0 10 10 Vi 0 1 3 4 VA 3 5 32 40 WA 2 3 22 27 WV 3 1 11 15 WI 7 11 100 118 WY 0 1 3 4 APO 0 0 0 CAN 0 1 7 8 FOR 2 4 6 TOTAI 154 345 4435 0 0 0 0 0 0 0 0 0 0 0 4934 • • Advertising Inquiries by State - March , 2000 BT FC H&A MC ML NATA SNI OK SL TM USA VG TOTAL AL 3 10 8 3 3 2 22 2 53 AK 2 1 2 5 AZ 1 3 2 1 4 3 14 AR 6 16 19 1 24 525 37 8 636 CA 13 18 13 2 13 7 7 73 CO 1 5 2 4 3 1 1 17 CT 4 10 3 1 18 DE 2 2 4 DC 2 1 3 FL 9 22 12 5 10 1 28 10 97 GA 3 5 12 1 2 2 24 3 52 HI 1 1 ID 2 2 1 5 10 IL 10 22 18 46 14 80 2 15 59 44 310 IN 3 12 11 7 11 3 1 6 41 11 106 IA 4 14 23 8 53 4 2 1 20 48 177 KS 2 25 3 9 38 8 7 1 5 4 24 126 KY 4 11 2 10 6 1 1 16 3 54 LA 1 15 14 1 6 90 35 4 166 ME 2 1 3 MD 5 6 1 1 1 7 21 MA 3 5 2 1 1 12 MI 6 14 13 26 5 4 8 23 10 109 MN 6 11 5 11 11 3 4 16 22 89 MS 2 7 8 4 24 25 3 73 • MO 3 25 17 76 16 258 19 6 90 510 MT 2 1 1 1 1 1 7 NE 1 4 19 4 17 7 4 4 60 NV 1 5 2 2 1 11 NH 2 3 1 1 7 NJ 4 8 1 11 1 4 6 35 NM 3 2 2 1 8 NY 14 17 16 1 6 3 3 60 NC 11 19 1 21 3 55 ND 1 1 1 1 2 6 OH 10 19 10 13 31 8 1 10 28 6 136 OK 2 16 6 14 5 14 210 29 27 11 334 OR 1 5 1 4 1 1 2 15 PA 8 23 8 2 4 4 49 RI 0 Sc 4 10 15 3 1 5 4 42 SD 2 6 4 12 TN 5 15 15 1 1 56 35 11 139 TX 12 41 26 4 25 308 1 102 4 5 528 UT 5 2 1 2 10 VT 3 3 VA 10 13 2 7 32 WA 5 5 4 2 2 1 1 2 22 WV 3 3 1 1 2 1 11 WI 10 15 5 6 26 8 24 61 100 WY 2 1 3 APO CAN 2 2 1 1 1 7 • FOR 1 2 1 4 TOTAI 163 480 91 376 383 237 1605 39 494 4 302 261 4435 RELOCATION INQUIRIES 2000 I I Ilan IFeb IMar Apr I May (June July Aug ISep IOct INov IDec ITOTAL AL 1 311 I 1 I I I 1 5 • AK I I 1I I I 1 AZ 1 41 41 4 I 12 AR 131 181 16 47 CA 131 51 6 24 CO 1 4 2 7 CT 1 1 2 DE I I I 0 DCI 0 FL 1 51 6 I 1 12 GA I 1 21 31 I1 I I 1 5 HI I 1 I I I I I 1 1 ID I 1 21 11 I I 1 1 3 IL 21 61 4 i I I 1 12 IN 11 11 1 11 3 IA 1 1 3 5 KS 2 2 KY 0 LA 7 3 3 13 ME o MD 1 1 1 MA I I o MI 21 1 1 I 1 1 3 MN 21 11 1 I I I I 1 1 1 1 1 4 MS 41 2T-2 8 MO 61 61 5 17 MT 0 NE 2 3 5 NV 1 1 2 4 • NH 21 1 2 NJ 1 31 11 4 NM 1 21 11 I 3 NY 11 1 I 2 NC 31 41 1 1 1 I I I 7 ND I I I I o OH 1 31 11 4 OK 3 6 51 14 OR 2 2 4 PA 2 5 7 PR 0 RI 0 sC I o SD I 1 I 1 TN I 1 31 11 1 1 I 1 1 1I1 4 TX 1 101 151 111 I 1 1 1 1 1 36 UT I1 21 1 1 2 VT I I I I 0 VA 1 11 31 5 WA 1 41 21 7 WV 11 1 1 WI 2 4 8 14 WY 0 APO 1 1 CAN I 1 0 FOR I I I I o I I I I I I I I I • TOTALI 891 1171 1081 01 01 01 01 01 0 0 01 01 314 • I I I (Tourist Inquires 2000 Jan Feb lMar Apr May Jun Jul Aug ( Sep ! Oct INov Dec (TOTAL AL 2 2 4 AK 0 AZ 1 4 5 AR 31 311 561 118 CA 5 61 121 23 CO 11 3 4 CT I I 0 DE I I I I I I 0 DC I I 0 FL 1 21 91 1 11 GA 21 31 g 1 14 HI 1 1 ID 2 2 IL 2 8 62 72 IN 2 11 26 29 IA 31 31 34 KS 61 17 23 4 KY I 4 I I I LA 21 51 61 I I I I I 15 ME I I 1 I I I 1 MD 21 11 3 MA 1 11 I 2 MI ! 1 24 ! 25 MN 1 2 31 ! 34 MS 2 5 7 14 MO 4 81 48 1 60 • MT ! 1 1 1 NE I 11 8 I I 0 NV I ! 0 NH 11 I I 1 NJ 11 ! 31 I I I 4 NM 1 ! 21 I 2 NY 11 11 21 4 NC 1 1 ! 1 NO 31 3 OH 3 3 15 21 OK 5 18 25 48 OR 4 4 PA 1 2 ! 3 PR I 0 RI I I I 0 Sc I 1 1 21 1 3 SD 1 21 1 I I I I 2 TN 1 3 51 61 1 I 14 TX 11 14 51 76 UT 1 1 yr 0 VA j' 2 3 6 WA 1 1 WV 2 WI 1 21 31 32 37 WY qq 0 APO I I I I I I 0 CAN I 11 I I 1 • FOR 21 21I 4 I 746 841 145 517 0 01 01 01 01 0 01 0 01 746 � R ARKANSAS AIR MUSEUM 4290 S. SCHOOL STREET FAYETTEVILLE, ARKANSAS 72701 (501) 521-4947 www.arkairmuseum.org March 10, 2000 Ms. Marilyn Johnson Fayetteville chamber of Commerce 123 West Mountain Fayetteville, AR 7270 Dear Marilyn: The Arkansas Air Museum is requesting $3000 to support and promote Airfest 2000. The money will allow us to bring several aircraft to • Fayetteville, including a P-63 King Cobra WWII fighter. There are only two of these aircraft left flying. The B-25 Billy Mitchell which did such a great job for media day is also making a return to Airfest. The crowd last year was the best ever and we expect a larger crowd due to the great show we put on last year, and the first rate publicity. The front page news, TV coverage, live radio remotes were all positive for Fayetteville and Drake Field publicity. The Arkansas Air Museum needs the support from the Advertising and Promotion Commission for Airfest 2000. ySinceragias Director • FUNDING REQUEST TO FAYETTEVILLE' S ADVERTISING AND PROMOTIONS COMMISSION 1) ORGANIZATION' S/EVENT NAME Botanical Garden Society of the Ozarks, Inc. -Marketing the Concept of a Botanical Garden 2) CONTACT PERSON Donna Porter, Director Botanical Garden Society of the Ozarks, Inc. PO Box 3079 Fayetteville, AR 72702 443-6638 3) EVENTS PURPOSE/PROPOSED USE OF FUNDS In communicating with people throughout Northwest Arkansas, the Society' s Director and Board of Directors have realized and concluded that there is still much misunderstanding regarding this future botanical garden facility. The public does not fully comprehend that this botanical garden will not just be another park, but a place that can serve a variety of functions as well as a variety of people. Educating the public about the botanical garden is essential in • order to move forward. The Society has decided to utilize the experience of a professional marketing firm to assist in building a stronger foundation for future progress. We believe a stronger image and a better understanding of the botanical garden will positively effect future fundraising and public support efforts. Ideas for accomplishing this include web-site enhancement, video production, and a regional public relations campaign. Re-design and enhancement of our current web-site would serve to educate and capture those audiences that utilize the Internet for information. A short 10- 15 minute video would be utilized as a means of directly and succinctly conveying the future plans and beneficial aspects of the Botanical Garden of the Ozarks to the public and other audiences including local corporations, chambers of commerce, civic groups, garden clubs, and government agencies. Public relations effort would include focus group research, and image enhancing television, radio, and newsprint PSA development. We believe retaining the services of an experienced marketing firm would best serve our needs. 4) PERIOD OF OPERATION/EVENT DATE The Society feels that marketing the botanical garden is an urgent need, but is contingent on the availability of funding. We hope to begin this public relations/marketing campaign by late spring/early summer, completing the major thrust of it by the fall. Many aspects of this campaign will endure throughout our developmental years. 5) LOCATION OR EVENT SITE • Not applicable to this proposal • 6) BACKGROUND AND HISTORY The Botanical Garden Society of the Ozarks, Inc. incorporated in January 1994. It consists of a fourteen member Board of Directors with six standing committees: Education, Plans & Properties, Fund raising, Membership, Finance, and Board Development. A ten member Advisory Council serves to assist the Board of Directors in identifying resources to enhance the organizations facilities and programs. Members of this Council are John Lewis, Ann Henry, Dan Ferritor, Sarah Burnside, Merlin Augustine, Olivia Sordo, Bill Rogers, Cy Sutherland, Bill Rogers, Carl Totemeier, and Dick Bennett. In 1998, the Society hired it' s first paid Director, Donna Porter, who initiated this endeavor in 1993 with a proposal to the Fayetteville Parks Board for the Development of a Botanical Garden in Fayetteville. In September of 1997, after five years of lobbying the Parks Board and City Council, the Society signed a 25-year renewable land/lease agreement with the city of Fayetteville for use of 100 acres of city property on Lake Fayetteville to develop the garden. Phase One Development has begun which entails the initiation of introductory site projects. Phase One also includes Master Planning, which began in June 1999. The organization now has over 400 members who serve to support this effort through their volunteer service and financial giving. The Society ' s volunteer program consists of approximately 100 active volunteers organized by a Volunteer Coordinator. Since its inception, the Society has demonstrated its dedication to its educational mission by conducting various educational events for the community. • 7) VISITOR DRAW Botanical gardens are recognized as major tourist attractions not only in the United States but worldwide. In 1996, 50 million people visited US public gardens. The Botanical Garden of the Ozarks has the potential to attract tens of thousands of visitors each year in its formative years, with those numbers exceeding 100,000 as the garden matures and becomes nationally recognized. To show this enormous potential, the following are 1996 ' s visitation statistics from botanical gardens within closest proximity to Fayetteville: - The Wichita Garden - (opened in 1987) 105,000 visitors/year - Dallas Arboretum and Botanical Garden - (opened in 1984) 331 ,603 visitors/year - Memphis Botanical Garden (opened in 1952) - 130,000 visitors/year - Missouri Botanical Garden (St. Louis) - (opened in ] 859) 723 ,992 visitors/year - Myriad Botanical Garden (Oklahoma City)- (opened in 1988) 90,000 visitors/year - Powell Gardens (Kingsville, MO) - (opened in 1985) 100,000 visitors/year The Botanical Garden of the Ozarks will be a major destination point of travelers from all over the United States, as well as the world over. It will be the first and only botanical garden in Northwest Arkansas, rivaled only by one other botanical garden in the entire state - Garvan Gardens in Hot Springs, Arkansas. The Botanical Garden of the Ozarks will have an everlasting, positive impact on tourism in Fayetteville, and will serve to make Fayetteville a more inviting place to live and to conduct business as well. • 2 • The botanical garden has the potential to exhibit throughout its grounds outstanding architecture, architectural features, and sculpture, which will in itself attract visitors. Many curious visitors will deviate from their normal or planned routes to satisfy their curiosities about this garden. Special events, such as concerts and annual festivals, will draw visitors from near and far. Specially designed areas for weddings will not only generate income for the garden, but will again bring in out-of-town guests. The garden will also have facilities to accommodate small business or social group meetings. Christmas plant and flower displays will compliment other holiday activities in Fayetteville, such as the Lights of the Ozarks and First Night, and will keep out-of-town visitors ` in' town even longer. The garden's winter landscape will be an attraction in the off-season. Spring and summer will welcome hoards of visitors to this gardening and plant mecca. A climate-controlled conservatory can serve as a cool place of refuge in the hot summer months, as well as a warm, lush refuge in the winter months of the year. Cool micro-climates found along the lake' s trail will be a place to escape the summer heat as well. Visitors coming to Fayetteville to cheer on the Razorbacks will find the botanical garden an enjoyable, relaxing place to extend their visit. Visitors will flock to the garden for fall planting demonstrations, fall flower displays, fall colors, and other activities. Regularly scheduled workshops, seminars, classes, and demonstrations will enhance year-round visitation. These activities will bring people from surrounding towns and communities into Fayetteville who may not normally frequent Fayetteville. No other facility in all of Northwest Arkansas will compare to the botanical garden. Botanical • gardens are "living museums" whose collections are plants and these collections are what warrant the name "botanical" to a garden. But, botanical gardens are more than that. Botanical Gardens are not just pretty places. They serve a community in a variety of ways by not only connecting people with plants, but people with people. Much creativity can be unleashed in a garden making it a very artistic experience as well. The Botanical Garden of the Ozarks will be a prime example of a botanical garden for the next century. It has the potential to be one of Arkansas most visited tourist attractions. 8) IMAGE A botanical garden is very much in line with the image of not only the "Natural State" and the beautiful Ozarks of NW Arkansas, but particularly with Fayetteville. The progressive cultural, environmental and academic implications of this botanical garden are very much attuned with Fayetteville' s growing image. Fayetteville is the pioneering city of Arkansas; open to and fostering of innovative and unique ideas. The success of this garden is augmented by its Fayetteville location, because people look to Fayetteville as the place to find innovative activity and advanced facilities. The garden will provide an easily accessible, safe, and affordable source of recreation for people of all age groups and social levels. A & P' s support of this projects will help Fayetteville retain this progressive reputation and add to the innovative pool of activities and facilities that will attract more visitors. Your support is an investment in the future and the health of Fayetteville' s tourism market. • 3 • 9) MARKETING PLAN Marketing the botanical garden concept has become a priority for the Society. By implementing a major public relations campaign, word of this botanical garden will spread not only across the state, but across state lines. Informing and exciting the public through this campaign can generate much anticipation and support for the botanical garden project. BGSO currently has a web-site, which was designed and maintained by volunteers. Plans to professionally re-design the existing web-site to provide image enhancement will include the addition of a virtual tour that will attract more interest to the project and more understanding of this future facility. To gain additional exposure and create general awareness, a regional public relations campaign will be initiated utilizing newspaper, trade publication, radio, newsletter, television and Internet media formats. 10) MEDIA EXPOSURE The implementation of a public relations campaign will inevitably include much long-term media exposure. 11 ) MARKETING PLAN BUDGETS - Web-site design, hosting, virtual tour, and maintenance $ 5,000 Video production 6000 Public Relations 18,000 • - Focus Group Research PSA Development - Demographic studies $29,000 12) FUNDING REQUESTS The Botanical Garden Society of the Ozarks is requesting funding in the amount of $29,000 from the Fayetteville Advertising & Promotions Commission for Marketing/Public Relations Services. • 4 Festival Support Program A proposal to Fayetteville Advertising & Promotion Commission for $35, 190 Program Period: April 1 , 2000 through April 1 , 2001 • Applicant: Downtown/Dickson Enhancement Project 100 W. Center Street, Suite 301 PO Box 3573 Fayetteville, AR 72702 501 -571-3337 Fax: 501-582-5500 backerman(@arkansasusa.com arkansasusa.com Contact: Bootsie Ackerman • • Downtown/Dickson Enhancement Project proposes: To provide a program of administrative support to selected local Festival events through public relations and coordinating advertising and promotional materials to reflect the City's established image campaign and attract visitors. Introduction: Fayetteville is fortunate to have a number of special events to use as marketing tools to promote Fayetteville as a visitor destination as well as desirable place to live, work and play. Annual events to be addressed in this request include Springfest, Fayetteville Fine Arts Festival and Autumnfest. Sample information from past events compiled by written and verbal survey indicates the majority of participants and visitors to these events travel from an approximate 50-mile radius of Fayetteville. Expected visitor draw for year 2000 events include Springfest, 12,000; Fayetteville Fine Arts Festival, 10,000; Autumnfest, 25,000. Unlike all other annual Festival events in Fayetteville, Springfest and Autumnfest are produced by volunteer organizations. Because of the popularity and growth of audience served by these two Festivals, there is a need for administrative, advertising and • promotional support. Downtown/Dickson Enhancement Project, Inc. provides full administrative support to the Fayetteville Fine Arts Festival and has provided limited support for the past 2 years to Springfest and Autumnfest. This request is being submitted to secure funding necessary to meet increased demand for administrative support for Springfest and Autumnfest and to fund advertising and promotion plans for Springfest, Fayetteville Fine Arts Festival and Autumnfest. • Festival Support Budget Springfest Fine Arts Festival Autumnfest Office 500 -0- 500 Equipment 300 -0- 300 Personnel 13500 -0- 1500 Supplies 200 -0- 200 Postage 300 500 500 Printing 25000 27000 27000 Telephone 100 100 100 Advertising Radio 400 42000 45000 • Newspaper 1 ,000 1 ,000 15000 Television 1 ,000 11000 1 ,000 Total 10,900 81600 112100 Amount Requested $3000 Indirect Costs @15% 4,590 Total $35, 190 • City of Fayetteville - Trolley Operation Regular Route • 1999 Activity 2000 Activity Average Average Trip Days of Trips Per Trip Days of Trips Per Month Count Operation Day Count Operation Day January 1 ,457 22.00 66.23 19684 22.50 74.84 February 11529 22.00 69.50 1 ,933 23.00 84.04 March 10899 25.00 75.96 2,517 25.00 100.68 April 1 ,884 24.50 76.90 May 11996 23.50 84.94 June 2,314 24.00 96.42 July 21276 24.50 92.90 August 21852 24.00 118.83 September 21213 24.00 92.21 October 2,343 23.50 99.70 November 21377 23.00 103.35 December 2,308 23.50 98.21 25.448 283.50 89.76 6. 134 70.50 87.01 Average Trips Per Day • 140 120 100 80 It 60 a4: 40 uX 20 y fir. t2 116 It it $ .a p v_ January March May July September November February April June August October December O 1999 ® 2000 Trip Summary of Other Trolley Trips (March 2000) Count Jackie McCutcheon 6 City of Fayetteville - Planning Commission 14 City of Fayetteville - Planning Commission 14 • TOTAL - OTHER TROLLEY TRIPS 34 H:\BUDGET\PROJECTS\HMR_TAX\TROLLEY.WK4