IFEA WORLD FESTIVAL & EVENT CITY
AWARD PROGRAM
Boryeong-si, Chungcheongnam-do, Korea . Community Overview
Current City Population : 106,712 (2010. 1. 1)
Current SMSA or LUZ Population
Area Population Daecheon 1 Dong 16,985 Daecheon 2 Dong 7,330 Daecheon 3 Dong 13,291 Daecheon 4 Dong 15,034 Daecheon 5 Dong 7,391 Total 60,031
Population within a 50 Mile Radius of Applicant City
Area Population Daejeon 1,495,048 Gyeongyong 42,760 Yesan 89,738 Cheongyang 34,405 Buyeo 77,000 Seocheon 60,672 Yeongi 79,482 Gongju 127,391 Hongseong 87,547 Taean 25,700 Seosan 161,680 Nonsan 129,265 Cheonju 641,970 Iksan 310,255 Total Primary Available Festival and Event Venues
Division Address Scale Facilities Mud Daecheon Beach 3rd 618,633㎡ Square Zone Threat 1,020 Seats Cultrual Art Boryeong Myongcheon Exhibition hall 360㎡ 16,942㎡ Hall Dong 269-4 Education hall 70 Seats Parking area 100 cars Boryeong Nampomeon Stadium 113,197㎡ Seating capacity 25,000 636-1
Water and Power Accessibility in Outdoor Venues Send the official document of using electricity and waterworks before the event, and make a payment after the event(Electricity: 8 areas available, Nearly 200kw / Waterworks : D50, 40mm of water supply)
Hospital and Emergency Response Availability
Medical Institution No. Longterm care Hospital 2 Dental Clinics 19 Oriental Medicine Hospital 1 Oriental Medical Clinics 23 Health Center 1 Health subcenter 10 Primary health care center 17 Fire Station 1 Fire station branches 4
Total Number of Available Hotel Rooms
Accommodations No. No. of Room Tourist hotel 5 250 Condominium 1 305 Motel 67 3,015
Public Transportation Options
Public Transportation No. Note Inter-city buses 61 Chartered buses 80 Passenger Car 3 Suburban Bus 3 Taxi company 4 Private taxi 226 Train station 1 Passenger boat 4
Parking Availability (paid lots, meters, and free)
Total Public Private Attached to buildings No. Place No. Place No. Place No. Place 1,206 17,568 89 6,866 24 1,685 1,093 9,017
Walking Paths, Bicycle Lanes - Bicycle Lanes status Boryeong city plans to open a 6.7 km bicycle lanes along the beach road from Daecheon station to Daecheon port and Daecheon beach in this year. 1st stage : Daecheon-Dong South Daecheon Bridge ~ Naehang-Dong Seohaean Highway: 2.6km 2nd stage : Naehang-Dong Seohaean Highway ~ Sinheong-Dong Daecheon Beach: 4.1km - Walking Paths status : Mt. Seongju, Mt. Oseo, Mt. Ami, Mt. Okma . Community Overview
Festival or Event Name Boryeong Mud Festival, Boryeong Cheonbuk Oyster Festival, Muchangpo Shrimp and Shad Festival, Muchangpo Webfoot octopus and Flounder Festival, Muchangpo Sea Route Festival, Seongju Mountine Maple Leaf Festival, Jusan Cherry Blossoms Festival
Top Executive Contact Information
In charge of Name Phone Festival director Gu Munhei +82-10-4116-1051 Festival executive office Kim Gijeong +82-10-2696-4073 Festival committee office Bang Daegil +82-01-9818-5454 Publicity office Ou Muyeon +82-10-2073-7385 Event progress office Lee Uenyong +82-10-4038-3243 Mud supporting office Nam Sandcheol +82-10-2481-4015 Venue mangement office Kim Jaeyeol +82-11-451-0227
Number of Years Festival or Event has been Produced
Festival Name No. of Year Boryeong Mud Festival 13 Cheonbuk Oyster Festival 10 Muchangpo Shrimp and Shad Festival 13 Muchangpo Webfoot octopus and Flounder Festival 11 Muchangpo Sea Route Festival 12 Seongju Mountine Maple Leaf Festival 8 Jusan Cherry Blossoms Festival 6
Dates
Festival Name Date Boryeong Mud Festival 2010. 7. 17 ~ 7. 25 Cheonbuk Oyster Festival 2009. 12. 12 ~ 12. 20 Muchangpo Shrimp and Shad Festival 2008. 9. 11 ~ 10. 5 Muchangpo Webfoot octopus and Flounder Festival 2010. 3. 13 ~ 4. 11 Muchangpo Sea Route Festival 2010. 8. 10 ~ 8. 12 Seongju Mountine Maple Leaf Festival 2008. 10. 31 ~ 11. 1 Jusan Cherry Blossoms Festival 2010. 4. 09 ~ 4. 13
Recurrence Cycle
Festival Name Recurrence Cycle Boryeong Mud Festival Annual July (10 days) Cheonbuk Oyster Festival Annual December (8 days) Muchangpo Shrimp and Shad Festival Annual September (25 days) Muchangpo Webfoot octopus and Flounder Annual March (14 days) Festival Muchangpo Sea Route Festival Annual August (2 days) Seongju Mountine Maple Leaf Festival Annual October (2 days) Jusan Cherry Blossoms Festival Annual April (5 days)
Gross Operating Revenues[Unit : USD] Boryeong Mud Cheonbuk Oyster Muchangpo Sea Festival Festival Festival Route Festival Total 2,717,391.30 46,705.16 74,583.19
Gross Operating Expenses
Festival Division Expenses Hands-on experience 557,010.87 programs Exhibition programs 41,305.20 Boryeong Mud Related programs 422,118.72 Festival Night programs 759,370.75 [Unit : USD] Festival publicity 613,130.94 Human resource 131,050.44 management Service charge 43,695.65 Executive office 47,167.97 General event operation 75,748.13 Total 2,690,598.67
Total Sponsorship Support
Festival Contents Boryeong Chemistry, Boryeong Medicine : Providing Boryeong Mud festival T-shirts around 40,000 set Festival Jinro Ltd. : paste publicity label on 0.1 billion bottles of Soju Cash : USD 15,039.13 In kind : Beach Palace:300 sets of work clothes/200 umbrellas Muchangpo Sea Water Resources Corporation- 125 mud soaps, Route Festival 500 bottles of water, 5 ad. balloons / 9 prizes for singing contest/ 5 garlands
Volunteer Count and Estimated Hours Worked
Festival Volunteer Count No. Hours General volunteer 230 9 Boryeong Mud Interpreter 66 9 Festival Traffic order 47 8
Estimated Combined Aggregate Attendance
Division Domestic Foreigner Total Boryeong Mud Festival 2,067,000 104,000 2,171,000 Muchangpo Sea Route 270,000 270,000 Festival
Primary Targeted Marketing Efforts
Estimated Percentage of Annual Attendees from Geographical Areas
Division 11th(2008) 12th(2009) Seoul 27.1% 26.8% Kyoenggi 23.9% 18.1% Daejeon 12.4% 9.1% Cheongnam 9.5% 9.4% Boryeong 2.6% 5.9% Cheonbuk 7.5% 4.7% Cheongbuk 4.2% 5.9% Others 12.7% 20.1% Total 100.0% 100.0%
Awards and Recognition Received Designated as 'Korean Representative Festival' from 2008 to 2010 by the Ministry of Culture and Tourism Received 2 Gold awards, 1 Silver award and 1 Bronze award from IFEA Pinnacle Awand in 2007 Designated as 'the Most Excellent Festival' by the Ministry of Culture and Tourism in 2006 and 2007 Win the Grand Prize in '4th Korean Local Self-Government Management Competition' in 2007 'Mud Rang Cosmetics' won the prize of 'Korean Excellent Local Speciality' in 2006 . City / Governmental Support of Festivals and Events
Defined Public Objectives and Support Statements for Festivals and Events by the City and Other Local Government Agencies
Division Contents To vitalize mud cosmetic products developed by Boryeong City through sales promotion. For city image enhancement and Boryeong regional economy activation via a differentiated festival at Mud Festival Daechon Beach. The festival is held during the peak summer season and plays an important role of extending the peak season.
Direct Funding Support Provided to and/or Budgeted for Festivals and Events from the City or Other Government Agencies Boryeong Boryeong Mud Muchangpo Sea Festival Cheonbuk Festival Route Festival Oyster Festival Government 67,934.78 budget Province budget 1,019,021.74 17,012.59 City budget 1,019,021.74 46,705.16 42,531.47
In-Kind Services Support Provided to and/or Budgeted for Festivals and Events from the City or Other Government Agencies
Divison Contents Tourism Event general operation Department Planning and Festival venue guide and reception(Including banquet inspection for ambassadors) department Culture Festival publicity of broadcasting and Newspaper communications company, Photo exhibition, Planning and exhibition director booth management etc. department General affairs Guide, street parade, guide of opening ceremony, department residents and students participation etc. Domestic life-support Management of self massage zone department civil complaint maintenance of order in festival venue department Local information Support in broadcasting guidance and information center department Tax department Support in mud flat experience Accounting maintenance of order in festival venue and commodity support department Happiness sharing Support in securing business license department Environment protection Environment protection in festival venue department Enterprise Price stabilization department Construction Parking control in river bed department Town house Selection of institution and groups department Road traffic Vehicle movement and control in Old Daecheon Station department Square / Parking guidance Disaster and Safety management, maintenance of order in festival venue safety department Agriculture Boryoeng local speciality exhibition booth department
Defined Role of the City in Festival and Event Approval Culture, Public Information and Tourism Division plays vital role in planning festivals, setting up the budget and receiving the approval for the festivals(events) held in Boryeong.
City-Provided Festival and Event Process Coordination and Assistance System Tourism and Festival Department of Boryeong: promote tourism festivals and develop tourism events
Name Phone In charge of Bang Daegil +82-01-9818-5454 Festival general operation Choi +82-10-8547-0225 Install and distribute promotion materials Seongyeon Choi Preserve festival records, do internet +82-10-6233-9658 Yongseon publicity, organize festival staffs
Participation in Official Capacity by City Department Representatives on Boards and Planning Committees of Local Festivals and Events
Division Contents Dean : Local Authority Director Committee : 26 persons(Chief of each department and team) Festival Contents : Dividing duties by each department and discuss event supports planning Supporting and cooperation of each institution and groups team Report of festival preparation and questions discussion Sponsor in festival publicity and promotional materials. Committee : 2 persons(staffs of tourism department) Contents : Divide festival preparing duties of each department TF team 3 months before festival Check the progress of each institution and groups. Discuss the problems development of each program IV. Non-Governmental Community Support of Festivals and Events
Volunteer Involvement Main works: cooperation with interpretation booth, operation of festival facilities, traffic order, safety and security management, supply of mud liquid etc.
Festival Volunteer Count No. Hours General volunteer 230 9 Boryeong Mud Interpreter 66 9 Festival Traffic order 47 8
Sponsorship Support To secure the sponsorship is very hard in South Korea in events. It lies in the matter of legal problem. For most of the big festivals here, they are led by the local government and such an official government type of event is against the law ‘Act on the Collection and Use of Donations,’ the application of sponsorship is strictly controlled.
Festival Contents Boryeong Chemistry, Boryeong Medicine : Providing festival T-shirts around 40,000 set Boryeong Jinro Ltd. : paste publicity label on 0.1 billion bottles of Soju Mud Festival Promoting committee, local enterprise, lodging business, restaurant business and so on : to support 200 banners. Cash : USD 15,039.13 Muchangpo In kind : Beach Palace - 300 sets of work clothes , 200 umbrellas Sea Route Water Resources Corporation- 125 mud soaps, 500 Festival bottles of water, 5 ad. balloons / 9 prizes for singing contest/ 5 garlands
Media Support
Festival Items Contents Boryeong TV 44 programs, 1416 times Mud broadcast Domestic - KBS, MBC, TJB, local tv Oversea - NHK, Australia 10 Cable - CMB, M-Tv, T-Broad 5 programs, 24 times Radio air KBS World Radio, USA public managed Radio Festival 51companies 560times Newspaper metropolitan newspaper, local newspaper 50companies 78time magazine monthly Chosun, Daehan news
Chamber of Commerce / Convention & Visitors Bureau Support
Group Contents Participate in street parade Participate in mud flat futsal competition Institutions, Participate in mud hands-on experience facilities opening organizations ceremony Support in event volunteers and publicity Ensure the street without vehicles during festival time Ensure without overcharge and a clean environment during Daecheon festival time (restaurant and hotel etc.) Tourism Provide benefit to travel agencies recruiting foreign tourist Association group - Accommodation and food price: 10~30% discount Attach festival promotional materials in restaurants and hotels etc. Support in other festival management
Downtown Associations
Group Contents Provide benefit to travel agencies recruiting foreign tourist group Brand of Food - food price: 10~30% discount, attach festival promotional Association materials, without overcharge during the festival time Without overcharge during the festival time Brand of Provide benefit to travel agencies recruiting foreign tourist Accommodation group - Accommodation price: 10~30% discount Association Attach festival promotional materials in restaurant Local Event Cooperatives
Division in charge of Enterprise name Sejung Security Ltd. (Park Guard in festival venue Event Sangsin) operation Festival video Polaris Broadcasting Ltd. Special stage operation Staff Light and Sound Hands-on experience Hannae Recreation operation (volunteer) Mud hand-printing Souvenir tech Making mud soap Soap workshop Hands-on Making mud ceramics and experience Iin ceramics workshop character event Mud futsal competition Chungdo Daily mud flat, mud ski, mud TAD World(Kim Jaeo) obstacle marathon Mud tattoo Tattoo enterprise Photo exhibition of Mud Boryeong Brand of Korean festival and Boryeong tourism Photographer Association Boryeong Water Resources Water pavilion Design and Corporation Chungcheong Branch of Korean exhibition Tourism information center Highway corporation event Tourism information center Koreil Daecheon Management Mud theme pavilion Hanil Design Post office delivery Boryeong post office
Sports Commissions
Group Contents Chungnam Around 100 yachts participate in Sea Parade Yacht Attach festival banners and participate in smoke bomb Association performance Boryeong Make up with mud and participate in street parade Body-Building Promote 'MR. Mud Competition' Association Educational Institution Support
Group Contents Support in students' and volunteers' participation Boryeong Education Authority in festival publicity and street parade Child Care Association Mud Kids Festival Myongcheon social Making mud character name tag welfare center Chungnam Province Skin Beaty Contest Cheongyang College Daecheon Education Center Color mud face painting
Access to Industry Suppliers in Local Market
Division Enterprise name Stage system(sound, lighting etc.) Light and Sound Rent of hands-on experience program properties Air House Mania Acoustics in hands-on experience venue Entertainment Association in Boryeong ATM, electronic wallet Hana Bank Installing phone booths KT Mobile communication base station SK telecom, KTF City Tour Bus Sale Tourism Ltd. V. Leveraging ‘Community Capital’ Created by Festivals & Events
Promoting Tourism
Division Contents To participate in 8 Expositions about sightseeing or festival such as Korea Festival Exposition, Traveling own country festival. To make 6100 posters/ 98,000 leaflets / 170,000 handbills and Domestic distribute them to the home and foreign branches of The Korea sector Tourist, foreign Embassy in Korea, Association of Travel Agents, Inbound travel agency, five-star hotels, highway rest stop and so on. To start advertisement through electronic display board in Seoul. To do public relation using 1 of Seoul subway. To do fam-tour targeting foreign press corps including corps of the Reuter´s News, RFA, ARD, Japan NTV, European press-photo agency, Getty Images, Japan NHK, LA times, CNN, Japan Asahi-TV, Rossiyskaya gazeta(Russia), AP news, AFP, V Overseas O A(Voice of America), DR-Danish Broadcasting(Denmart) and Sector carry out public relation to 63 countries including USA, England, Canada, Austrailia, Italia, Spain and Russia through mass media. To invite 8 travel expert corps of South East including Singapore, Bangkok, Kuala Lumpur and Hongkong and do fam-tour.
Convention Marketing - Mud-cosmetics exhibition To expand the operation of exhibition sale place which is near the gate of main event place and to relate the management of new and temporary sale place. Public rehearsal of using Mudpack and to use skin-test, reinforcement of public relation through opening the event. 33 kinds including the mudpack set sold, which is equivalent to 519 million won approximately.
Familiarization Tours - Foreign Press Corps : 7. 11 ~ 12 / 15 teams[Visit Mud Festival Venue, Main tourist destination etc.] Reuters, RFA(Radio Free Asia), ARD(Allgemeine Rundfunkanstalt Deutschlands), Japan NTV, Japan NHK, European pressphoto agency, Getty Images, LA Times, CNN, Japan Asahi TV, Rossiyskaya gazeta(Russia), AP communication, AFP, V O A(Voice of America), DR-Danish Broadcasting(Denmark) - Eastern Asia tourism professionals press group : 7. 10 ~ 12 / 8 persons 2 Singapore, 2 Bangkok, 2 Kuala Lumpur , 2 Hongkong Visit Mud Festival Venue, Main tourist destination etc.
Out-of-Market Media Coverage
Division Contents TV Japan NHK, Australia Channel 10, KBS World Radio USA public radio work&play, Facebook, Twitter, UCC, Overseas portal site, Internet Main page of KNTO Foreigners online site USA LA Travel Show, China Shanghai Exhibition, China Exhibition Shanghai Promotion `Invitation of Japan Dakahamatyo, China Qingpu\Hankou sister city
Highlighting or Developing Underused Venues or Sections of the Community Daecheon Beach 3rd Zone Construction
- Date : 2006. 2 ~ 2010. 12 / Development of tourism area 618,633 - Budget : USD 206,277,645.46 - Main facilities : Mud land(health-resort 73,442 ), aquarium, landscaping resort, accommodation(23,816 ), business(38,630 ), pension host-family complex(25,049 )
Creating Legacies and Images Beyond the Event The most outstanding representative festival is ‘Representative Korean Festival’ designated by the Government, which is selected from a total of 1,200 candidates in the Republic of Korea and it is only 2. The one out of the two is no other than this Boryeong Mud Festival.
Festival export as the first festival product of South Korea As the first festival exported to foreign country for the first time, the international mud festival was held in Jinshi area in Dalian, China. The festival was followed for about 50 days in the Jinshi Beach