50 Best Media Relations Campaign - “Cityfair”

#50 Best Media Relations Campaign - “CityFair”

Background The Portland Rose Festival’s waterfront entertainment center has gone through various name changes over the years for the sake of sponsor branding or marketing strategy. The one name that seemed to stick around with the public and local media no matter the efforts to rebrand or redirect conceptions was simply the “Fun Center.”

For many years the Rose Festival unsuccessfully tried to rebrand the waterfront as a more family friendly event and marketed the name Waterfront Village sometimes in association with a sponsor and sometimes as a stand-alone title. However the local media could never get it right, year in and year out the title ‘fun center’ would come up in on-air reporting and during live and taped interviews.

Purpose/Objective Recognizing that the name Waterfront Village was just not catching on, Rose Festival leadership studied the challenge and came up with the new name, “Rose Festival CityFair.” It was decide that with a few months before the festival opened that a soft launch strategy would be the best approach with the new name. The goal was to let it “work” its way into the public consciousness.

Additionally Portland Rose Festival Chief Executive Officer, Jeff Curtis recognized that the festival needed a main entry gate that best displayed the new name and look and so he approached Ramsay Signs, the maker of the festivals iconic roof top neon rose. Celebrating their 100th anniversary, the sign maker decided to donate a new illuminated gate sign to the Rose Festival that paid homage to Portland’s unique cityscape and the neon rose image.

Overall Effectiveness After an editorial meeting with the state’s largest newspaper, the Oregonian, the Festival simply began using the name in Social Media postings and in casual conversations with stakeholders and other media. It worked. As interest grew in the festival more questions started coming about the new name, first as casual information check-ups from beat reporters and then assignment editors started calling asking for clarification. The local ABC affiliate, KATU TV, contacted the Rose Festival to set-up their live prime-time evening newscast on location at CityFair for opening day and asked to do a feature on the making of the new CityFair sign. By the time the Festival opened, the term CityFair became a common name for TV and Radio hosts to say and nowhere was heard the old phrase ‘fun center.’

Overall Revenue and Expense Budget No additional budget or expenses were committed to introducing the new name CityFair.

Attendance/Number of Participants The opening ribbon cutting ceremony for the new CityFair drew all four major local TV stations two radio reporters and an Oregonian reporter and photographer mixed in with the Rose Festival Clown Corps, the Rose Festival Court and many interested bystanders to a very crowded sidewalk alongside a busy city street during evening rush hour.

#50 – Best Media Relations Campaign 1

Measurable Results Newspapers - 9 printed articles Allen’s Press Clipping Service report

Media Website articles - 10

Television/Radio: Total CityFair Story Count: 182 Total Nielsen Audience: 5,818,890 Total 30-Second Ad Value: $65,810 Total Run Time: 4:10:31 Total Calculated Ad Equivalency: $200,941 Total Calculated Publicity Value: $602,811

Supporting Materials • ‘2011 Rose Festival Overview’ for Oregonian editorial meeting • RoZone Concert series schedule • Concert Schedule at CityFair press release • Photo sheet: CityFair sign in production • Photo sheet: CityFair Opening Day Ribbon Cutting Ceremony • DVD – Various TV features and news reports on ‘CityFair Opening Day’ • CD – PDF Copy of #50 application information

Additional information

April 21, 2011 - KGW TV- First mention of name change under title “Rose Festival fun center to be called ‘CityFair’ http://www.kgw.com/video/featured-videos/Rose-Festival-Center-to-be-call-City- Fair-120434214.html#

May 27, 2011- KGW TV Live @ 7- Opening night at the Rose Festival CityFair http://www.kgw.com/thesquare/Opening-night-at-the-Rose-Festival-CityFair- 122758704.html

#50 – Best Media Relations Campaign 2

2011 Rose Festival Overview Thursday, March 31, 2011

Rose Festival Renaissance New Events & Features New Programming New interest and excitement

Rose Festival CityFair New name New layout New programming New value New hours: Open 12 days New concert & programming venue on site, ROZONE

Court 14 princesses, one from Metro (expanded by four schools this year)

Safety Rose Festival considers the safety of our events our highest priority Updated safety plans being done by all Rose Festival event committees Rose Festival Vice President assigned as Safety Officer

Sponsorship Great corporate support Great to have longtime sponsor elevate their participation, as Spirit Mountain Casino has Spirit Mountain Casino is top destination point in Oregon, now teamed with top festival Regence is back to support the Grand Floral Walk, our fitness parade Both Portland General Electric and Fred Meyer have renewed their Rose Festival sponsorships Alaska Airlines is continuing as one of Rose Festival's top sponsors, supporting the GFP telecast

2012 Rock'n'Roll Marathon Big new event for 2012, Sunday, May 20

Rose Festival CITYFAIR

This urban fair will feature local beer, the Pacific NW Barbecue Championship, the top local carnival operation, exotic animals and the return of covered shopping in the CityFair Shopping Center, as well as a custom fireworks show on opening night.

PARK LAYOUT AND APPEARANCE:

Special Entertainment Venue: • RoZone at CityFair

Largest stage in years

Food Court upgrade

New Main Gate at SW Yamhill

More covered spaces, including CityFair Shopping Center

New North Gate location at Ankeny Plaza

ENTERTAINMENT / PROGRAMMING:

A mix of national artists and homegrown talent: • RoZone Concert Series • Great Portland artists

Vertigo, the tallest ride ever in Waterfront Park, West Coast premiere!

Pacific Northwest Barbecue Championship

Return of the Shopping Center

Customized Fireworks Show

FOOD & BEVERAGE:

30% new food vendors

Beer & wine all 12 days, including Portland micros

Out with the tokens, in with the FunCard!

VALUE:

Unlimited rides every day with a one-price bracelet

Unlimited admission every day with the season pass Rose Festival pin

Happy Hour every Thursday and Friday w/food & drink specials

Kids menu items available throughout the Food Court

Opening Night free admission Rose Festival's waterfront event is experiencing some 'urban renewal'

With a new layout, new programming and new promotions, we've given the event a NEW NAME:

Rose Festival CityFair

The RoZone will be the new entertainment venue, hosting a Concert Series of nationally known artists, the Barbecue & Brew event and Memorial Day Celebration.

This urban fair will feature, local beer, the Pacific NW Barbecue Championship, the top local carnival, exotic animals and the return of covered shopping in the CityFair Shopping Center, as well as the largest fireworks show in Oregon on opening night.

And the event will have a NEW RIDE, the tallest ever in Waterfront Park, making its West Coast premiere, Vertigo!

Unlimited rides every day with a one-price bracelet Unlimited admission every day with the Rose Festival pin Happy Hour every Thursday and Friday w/food & drink specials Kids menu items available throughout the Food Court

Free Opening Night, including concert by Curtis Selgado Kids Under 6 Always Free Memorial Day weekend, free admission to service personnel

Concert Series will be ticketed for three nationally known acts General Admission for local Portland acts, including a Cover Band concert

RoZone Concert Series presented by 101.9 KINK.FM & 98.7 KUPL

Sat, May 28 101.9 KINK.FM PRESENTS ROZONE CONCERT SERIES 5:00pm Gates Open for Ticketholders 5:30pm Cas Haley 6:15pm Bushwalla 7:30pm LeRoy Bell and His Only Friends 9:00pm Fitz & the Tantrums

Sun, May 29 98.7 KUPL PRESENTS ROZONE CONCERT SERIES 6:00pm Gates Open for Ticketholders 7:00pm Walker Hays 7:45pm Christian Kane 9:00pm Justin Moore

Sat, June 11 98.7 KUPL PRESENTS ROZONE CONCERT SERIES 7:00pm Artist TBA 8:00pm Artist TBA 9:00pm Craig Morgan

Rose Festival CityFair RoZone Stage Schedule

Fri, May 27 OPENING CELEBRATION 6:30pm No Delay 8:00pm Curtis Salgado 9:45pm Opening Ceremonies 9:55pm Fireworks Spectacular presented by Pacific Power Sat, May 28 101.9 KINK.FM PRESENTS ROZONE CONCERT SERIES * 5:00pm Gates Open for Ticketholders 5:30pm Cas Haley 6:15pm Bushwalla 7:30pm LeRoy Bell and His Only Friends 9:00pm Fitz & the Tantrums Sun, May 29 98.7 KUPL PRESENTS ROZONE CONCERT SERIES * 6:00pm Gates Open for Ticketholders 7:00pm Walker Hays 7:45pm Christian Kane 9:00pm Justin Moore Mon, May 30 MEMORIAL DAY CELEBRATION 1:00pm Diva and the Dixies 2:00pm Conchords Chorale Sing-Along 2:15pm Commemoration Ceremony presented by TriWest Health Care Alliance 3:30pm Lock, Stock & Barrel 4:45pm The Usual Suspects Fri, June 3 BARBECUE & BREW ** 4:00pm Lincoln's Beard 5:00pm Ron Rogers and the Wailing Wind 6:30pm Christie Snow Band 8:00pm Chad Williams 9:30pm Branded Sat, June 4 BARBECUE & BREW ** 12:00noon Gothard Sisters 1:00pm Lew Jones Act 2:00pm Gothard Sisters 3:00pm The Lansings 4:00pm The Basinbillies 5:00pm Sonadamalay 6:00pm Bob Shoemaker 7:00pm New Iberians 8:45pm Coyote Creek 9:45pm Carrie Cunningham Sun, June 5 BARBECUE & BREW ** 12:00noon Danny Mellor 1:00pm New Iberians 2:00pm Atomic Gumbo 3:00pm Los Reyes de Mexico (The Kings of Mexico) 4:30pm Mariachi Portland

Thu, June 9 BATTLE OF THE COVER BANDS 4:45pm Treat Me Right (Pat Benatar Tribute Band) 6:00pm Drop Dead Legs (Van Halen Tribute Band) 7:30pm Stimulus Package (Classic Alternative) 9:00pm Wheels in the Sky (Journey Tribute Band) Fri, June 10 PORTLAND ROCKS 3:00pm Oregon Music Hall of Fame 5:30pm Dr. Theopolis 7:00pm Crazy 8s 9:00pm Cherry Poppin' Daddies (pending) Sat, June 11 98.7 KUPL PRESENTS ROZONE CONCERT SERIES 9:00pm Craig Morgan Sun, June 12 PORTLAND ROCKS 2:00pm Acoustic Minds 3:30pm TBA 5:00pm TBA 6:30pm Richmond Fontaine 7:45pm TBA

* RoZone Concert Series requires separate ticket; see Rose Festival website for more info. http://www.rosefestival.org/buytickets/

** Pacific Northwest Barbecue Championship presented by 1800 TEQUILA: Friday, June 3 3:00-10:45pm Saturday, June 4 11:00am-10:45pm Sunday, June 5 11:00am-10:45pm

Schedule as of March 31, 2011 Times and artists subject to change

FOR RELEASE CONTACT Thursday, March 31, 2011 Rich Jarvis 503.227.2681

BIG CONCERTS COMING BACK TO THE WATERFRONT Rose Festival Announces NEW Concert Series in the NEW RoZone Entertainment Venue in the NEW CityFair

PORTLAND Ore. - CityFair, the Portland Rose Festival’s new waterfront entertainment center, is bringing in a brand new concert series in partnership with Alpha Broadcasting featuring popular new artists, favorite country music performers and a TV star with some musical Leverage in the Portland scene.

Fitz & The Tantrums – Founded by lead singer Michael Fitzpatrick, Fitz & The Tantrums are performers of soul music, including the songs "MoneyGrabber" and "Don't Gotta Work It Out."

Justin Moore – The country music singer and songwriter made waves with four 'Top 40' singles on the Hot Country Songs charts, including the songs "Small Town USA" and "Backwoods." Opening for Justin Moore is Christian Kane – Lead singer of the country-southern rock band KANE, Christian Kane has gone from Los Angeles actor, best known for his work in the television show Leverage, to Nashville singer/songwriter, collaborating with band partner Steve Carlson.

Craig Morgan – A country western star, Morgan began his musical career in 2000 and is known for hit songs that include "That's What I Love About Sunday," "Almost Home," "Redneck Yacht Club," "Little Bit of Life," "International Harvester," "Love Remembers" and "Bonfire."

RoZone Concert Series presented by 101.9 KINK.FM & 98.7 KUPL

Sat, May 28 101.9 KINK.FM PRESENTS FITZ & THE TANTRUMS 5:00 p.m. Gates Open for Ticketholders 5:30 p.m. Cas Haley 6:15 p.m. Bushwalla 7:30 p.m. LeRoy Bell and His Only Friends 9:00 p.m. Fitz & The Tantrums Sun, May 29 98.7 KUPL PRESENTS JUSTIN MOORE 6:00 p.m. Gates Open for Ticketholders 7:00 p.m. Walker Hays 7:45 p.m. Christian Kane 9:00 p.m. Justin Moore Sat, June 11 98.7 KUPL PRESENTS CRAIG MORGAN 5:00 p.m. Gates Open for Ticketholders 7:00 p.m. Chad Williams Band 8:00 p.m. Curt Van Meter 9:00 p.m. Craig Morgan

Exact show times subject to change. Tickets for the RoZone Concert series go on Sale Friday, April 1 at 10 a.m. at RoseFestival.org, at Ticketmaster outlets or charge-by-phone at 1.800.745.3000. All concerts are general admission - no reserved seating. All concerts are all ages. Concert ticket includes CityFair gate admission on the day of the concert. No blankets will be allowed, but sand chairs, lawn chairs and camp chairs are okay in designated areas. Outside food or drink is not allowed. For more information on Alpha Broadcasting contact Bob Proffitt 503.733.5000 and for all information on the RoZone Concert Series and Rose Festival events go to RoseFestival.org. # # #

New ‘CityFair’ sign from concept to construction at Ramsay Signs studio

Royalty and leadership gather for Opening Day Ribbon Cutting Ceremony for

CityFair May 27, 2011

Portland Mayor Sam Adams and President Sue Bunday welcome the growing crowd

CEO Jeff Curtis, Mayor Adams and Queen Victoria line up for the cut

Waiting for the live TV cue

Let the snipping begin

And the Portland Rose Festival CityFair is officially open

RoZone Concert Stage

CityFair Sites

New stage 100 feet wide

New ride 100 feet high

VERTIGO West Coast Premiere!