Section II: Community Festivals and Events

IFEA World Festival & Event City Award 2010 Application Applicant City: Louisville, Kentucky, U.S.A Primary Contact: Aimee Boyd, Kentucky Derby Festival, [email protected]

Section II Attachments: Festival & Event Photos 2010 MetroFest Calendar 2010 Derby Festival Sponsor Listing Major Employers Database DVD - Louisville Convention & Visitors Bureau Louisville Video (Leisure Video)

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Master List of Festivals and Events (This is a sampling of the Festivals & Events held annually in Louisville.)

Kentucky Derby Festival Light Up Louisville World Fest Mayor's Healthy Hometown Subway Fresh Fit Hike & Bike The World’s Largest Halloween Party at the Louisville Zoo WFPK Waterfront Wednesdays at the Louisville Waterfront Park NuLu Festival Abbey Road on the River Humana Festival of New American Plays St. James Court Art Show Harvest Homecoming Southwest Community Festival

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a. Festival or Event Name: Kentucky Derby Festival b. Top Executive Contact Information: Mike Berry, President and CEO 1001 S. Third Street Louisville, KY 40203 Phone: (502) 584-6383 c. Number of Years Festival or Event has been produced: 55 years d. Dates: April through May (2 Weeks) e. Recurrence Cycle: Annual Festival f. Gross Operating Revenue: $5.6 Million g. Gross Operating Expenses: $5.5 Million h. Total Sponsorship Support: $3.4 Million (See attached Derby Festival sponsor listing.) i. Volunteer Count and Estimated Hours Worked: 4000 needed to produce the two- week Festival (If these were paid employees, KDF would be the 6th largest employer in the state.). Estimated hours worked: 24,000+ j. Estimated Combined Aggregate Attendance: an estimated 1.5 million (13% - 200,000 from outside Jefferson County) (This technically makes KDF the largest annual convention by attendance as the Louisville Convention & Visitors Bureau currently cites the National Street Rod Assoc. as the largest, based on 30,000 in attendance.) k. Estimated Non-Aggregate Attendance: n/a l. Primary Targeted Marketing Efforts: Most of the marketing efforts for KDF events are local and statewide via advertising on TV, Radio, print and web. Some events like the Marathon/miniMarathon are advertised regionally and nationally. m. Estimated Percentage of Annual Attendees from Geographical Areas: 13% n. Awards and Recognition Received: 1991, 2002-2005 and 2009 Grand Pinnacle Award, International Festivals and Events Association (in addition to dozens of Gold, Silver and Bronze IFEA Pinnacle Awards received over more than two decades of entering the IFEA’s awards competition). 2009 Earth Day Award from the Environmental Quality Commission (EQC) in recognition of outstanding service, dedication and commitment to protecting Kentucky’s environment 2007 Torch Award for Marketplace Ethics, The Better Business Bureau. 2006 Finalist Business of the Year Award, Business First. 2008 Inc.credible Award, Greater Louisville Inc. (Best Small Business 10-49 Employees) 2008 Bronze IFEA/Festival Media Corporation Sponsorship Success Award 2007 Silver IFEA/Festival Media Corporation Sponsorship Success Award Southeast Tourism Society Top 20 Events Recognition annually

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Kentucky Derby Festival, cont’d.

Kentucky Tourism Council Top 10 Events Recognition annually 2006, 2007, 2008, 2009 Kentucky Tourism Council Traverse Awards for Excellence in Tourism Marketing (various awards won each year) o. Management Staff Professional Certifications and/or Degrees in Festival and Event Management: Mike Berry, President & CEO – CFEE; Patrick L. Armstrong, Sr. VP Marketing & Development – CFEE; Bridget Sherrill, VP Merchandising – CFEE; Dodie Holderfield – Advertising and Promotions Manager - CFEE p. Professional Industry Involvement/Memberships: International Festivals & Events Association, Kentucky Tourism Council, Center for NonProfit Excellence, Greater Louisville Inc. (The Metro Chamber of Commerce), Kentucky Festivals and Events Association, American Society of Association Executives q. Short Video Highlighting Your City’s Events - See Enclosed DVD for Video - Louisville Leisure Video r. Media: Local, regional, national and international press turned their attention to Derby Festival 2010 to make it another incredible year for broadcast coverage of the events. Proving the community has an insatiable appetite for Festival coverage, Louisville's four network television stations devoted hours of broadcast time in local newscasts and special programming. A total of 2,922 stories* or news teasers were documented in the local market with a Viewership of 115,462,654 and an estimated Publicity Value of $5,973,456.

Regional and national affiliates from the four major television networks: ABC, CBS, FOX and NBC aired coverage of some of the most visual Derby Festival events in over 350* stories or news teasers with a Viewership of 16,942,229* and an estimated Publicity Value of $547,227*. In addition, some of these broadcast hits made national network including, CNN Headline News, GAC TV (Great American Country), and The Weather Channel. *This is an audited number provided by Media Library, Inc.

Some aspect or event of the 2010 Festival was documented in more than 1,000 stories, features, posts or listings in print and online. Printed news coverage of the Festival made daily headlines in local print and reached national audiences with feature stories in daily newspapers and publications around the nation including: Southern Living Magazine, The Wall Street Journal, Indianapolis Star, The Tennessean (Nashville), Atlanta Journal Constitution, Kansas City Star and Philadelphia Daily News. 1,311* local/regional clippings from print and online sources (463 Print, 423 Website mentions, 425 Social Media mentions) $24,704,989.29* estimated advertising equivalent (for print clippings only) 616* national clippings from print and online sources 377,382,090 impressions

*These are audited numbers provided by Media Intel Inc. and BurrellesLuce.

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a. Festival or Event Name: Light up Louisville b. Top Executive Contact Information: Mike Maloney, 502-456- 8110

Top Executive Mailing Address: Office of the Mayor, Metro Parks Special Event Management, P.O. Box 37280 Louisville, KY 40233-7280 c. Number of Years Festival or Event has been produced: 2010 will be the 30th anniversary d. Dates: November 23 e. Recurrence Cycle: Annual f. Gross Operating Revenue: (Cash plus in-kind) 167,000.00 g. Gross Operating Expenses: (Cash plus in-kind) 167,000.00 h. Total Sponsorship Support: 154,000 cash; 13,000 in-kind Sponsor Recognition: LG&E (Louisville Gas & Electric Company) GE Boost Mobile Baptist Health Care Bank of America Budweiser Galt House Hotels Insight Media i. Volunteer Count and Estimated Hours Worked: 125 Volunteers, 1000+ hours j. Estimated Combined Aggregate Attendance: 100,000 k. Estimated Non Aggregated Attendance: n/a l. Primary Target Audience: TV, print, radio, web, eblasts, social marketing. m. Estimated Percentage of Annual Attendees from Geographical Areas: n. Awards and Recognition Received: First officially recognized "Green" festival in Louisville/Jefferson County. o. Management Staff Professional Certifications and/or Degrees in Festival and Event Management: p. Professional Industry Involvement/Memberships: Kentucky Festivals and Events Association (KFEA); past IFEA member q. Short Video Highlighting Your City’s Events - See Enclosed DVD for Video - Louisville Leisure Video

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a. Festival or Event Name: World Fest b. Top Executive Contact Information: Mike Maloney, 502-456-8110

Top Executive Mailing Address: Office of the Mayor, Metro Parks Special Event Management, P.O. Box 37280 Louisville, KY 40233-7280 c. Number of Years Festival or Event has been produced: 8 years d. Dates: September 3 & September 4 e. Recurrence Cycle: Annual f. Gross Operating Revenue: (Cash plus in-kind) $118,000.00 g. Gross Operating Expenses: $118,000.00 h. Total Sponsorship Support: (Cash and in-kind) $85,000; remainder through vendor fees and percentages Sponsor Recognition: ValuMarket Budweiser Kentucky Lottery Bellarmine University i. Volunteer Count and Estimated Hours Worked: 150 Volunteers, 1,000+ Hours Worked j. Estimated Combined Aggregate Attendance: 85,000 k. Estimated Non Aggregated Attendance: n/a l. Primary Target Audience: eblast, social, morning show interviews m. Estimated Percentage of Annual Attendees from Geographical Areas: n. Awards and Recognition Received: o. Management Staff Professional Certifications and/or Degrees in Festival and Event Management: p. Professional Industry Involvement/Memberships: q. Short Video Highlighting Your City’s Events - See Enclosed DVD for Video - Louisville Leisure Video

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a. Festival or Event Name: Mayor's Healthy Hometown Subway Fresh Fit Hike & Bike b. Top Executive Contact Information: Mike Maloney, 502-456-8110

Top Executive Mailing Address: Office of the Mayor, Metro Parks Special Event Management, P.O. Box 37280 Louisville, KY 40233-7280 c. Number of Years Festival or Event has been produced: 6 years d. Dates: Memorial Day weekend and Labor Day weekend e. Recurrence Cycle: Annually, Twice a year f. Gross Operating Revenue: (Cash plus in-kind) $60,000.00 g. Gross Operating Expenses: (Cash plus in-kind) $60,000.00 h. Total Sponsorship Support: (Cash plus in-kind) $60,000.00 Sponsor Recognition: Subway Restaurants Norton HealthCare i. Volunteer Count and Estimated Hours Worked: 100 Volunteers, 500 Hours j. Estimated Combined Aggregate Attendance: 6000 k. Estimated Non Aggregated Attendance: n/a l. Primary Target Audience: TV Advertisement Campaign m. Estimated Percentage of Annual Attendees from Geographical Areas: n. Awards and Recognition Received: o. Management Staff Professional Certifications and/or Degrees in Festival and Event Management: p. Professional Industry Involvement/Memberships: Kentucky Festivals and Event Association (KFEA) q. Short Video Highlighting Your City’s Events - See Enclosed DVD for Video - Louisville Leisure Video

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a. Festival or Event Name: The World’s Largest Halloween Party at the Louisville Zoo b. Top Executive Contact Information: John T. Walczak, 502-458-2181

Top Executive Mailing Address: 1100 Trevilian Way Louisville, KY 40213 c. Number of Years Festival or Event has been produced: 30 Years d. Dates: Month of October e. Recurrence Cycle: Annually f. Gross Operating Revenue: Cash plus in kind g. Gross Operating Expenses: h. Total Sponsorship Support: Cash and in kind Sponsor Recognition: Meijer (presenting sponsor) PNC Grow Up Great, Subway momslikeme.com Kentucky Education Savings Plan Trust Sysco UPS Councilman Jim King and 10th district i. Volunteer Count and Estimated Hours Worked: 800 Volunteers, 6500 Hours j. Estimated Combined Aggregate Attendance: 85,000 k. Estimated Non Aggregated Attendance: n/a l. Primary Target Audience: Families with young children m. Estimated Percentage of Annual Attendees from Geographical Areas: n. Awards and Recognition Received: Constantly named one of the top festivals in our region. o. Management Staff Professional Certifications and/or Degrees in Festival and Event Management: Maureen Horrigan, Director of Marketing Terri Lenahan-Downs CGW, Manager of Corporate Sponsorship Stephanie Maloney, Special Events Manager p. Professional Industry Involvement/Memberships: AZA, AAM, IAPPA q. Short Video Highlighting Your City’s Events - See Enclosed DVD for Video - Louisville Leisure Video

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a. Festival or Event Name: WFPK Waterfront Wednesdays at the Louisville Waterfront Park b. Top Executive Contact Information: David Karem, 502.574.3768 Donovan Reynolds, 502.814.6500 Top Executive Mailing Address: 129 River Road Louisville, KY 40202 c. Number of Years Festival or Event has been produced: 9 years d. Dates: April to September e. Recurrence Cycle: Monthly during the summer f. Gross Operating Revenue: $157,250 cash -$200,000 or more in kind g. Gross Operating Expenses: $88,056.57 h. Total Sponsorship Support: (Cash and in-kind) $55,000 cash, $100,000 in-kind Sponsor Recognition: Louisville Waterfront Development Corporation Louisville Public Media Commonwealth Bank and Trust Company Anheuser Busch (and brands) Jim Beam (and brands) Friends of the Waterfront Habitat for Humanity Kaire i. Volunteer Count and Estimated Hours Worked: 25 Volunteers per event, 130 hours worked per event j. Estimated Combined Aggregate Attendance: 5000-7000 per event - 42,000 annually k. Estimated Non Aggregated Attendance: n/a l. Primary Target Audience: Public Media on Air Announcements, In Studio Performances by concert performing artists, Facebook contests, Bartered Advertisements, Public Relations and Grass Roots support. m. Estimated Percentage of Annual Attendees from Geographical Areas: n. Awards and Recognition Received: Top 50 Things to Do in Louisville, by Louisville Magazine o. Management Staff Professional Certifications and/or Degrees in Festival and Event Management: Ashley Cox, Masters in Business Administration, Event Planning p. Professional Industry Involvement/Memberships: AAA, IEG q. Short Video Highlighting Your City’s Events - See Enclosed DVD for Video - Louisville Leisure Video

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a. Festival or Event Name: NuLu Festival b. Top Executive Contact Information: Laura Neutz Holmes, 502-376-5195 Top Executive Mailing Address: 716 E Market Street Louisville, KY 40202 c. Number of Years Festival or Event has been produced: 2 years d. Dates: October 2nd e. Recurrence Cycle: Annually f. Gross Operating Revenue: (Cash plus in-kind) g. Gross Operating Expenses: $20,000 h. Total Sponsorship Support: (Cash plus in-kind) Sponsor Recognition: Idea Festival, Experience Louisville, sonaBLAST! Records, Interactive Media Lab, Public Radio Partnership, Louisville Beer Store, Java Brewing Co., 732 Social, Creation Gardens, Stock Yards Bank, Bargain Supply, JEB Advertising, Residence Inn, Crushed Ice Events, The Pepper Group, Gebhardt-Marshall Gallery , Home of the Innocents, Hunt Tractor, Bill Marzian, Bays Boutique, A. N. Roth, and Action Graphics i. Volunteer Count and Estimated Hours Worked: 20+ Volunteers, 100 Hours j. Estimated Combined Aggregate Attendance: 4000 k. Estimated Non Aggregated Attendance: n/a l. Primary Target Audience: Idea Festival attendees, Experience Louisville participants, Craft Beer Week participants, Local music fans m. Estimated Percentage of Annual Attendees from Geographical Areas: n. Awards and Recognition Received: Official After-Party to Idea Festival o. Management Staff Professional Certifications and/or Degrees in Festival and Event Management: p. Professional Industry Involvement/Memberships: q. Short Video Highlighting Your City’s Events - See Enclosed DVD for Video - Louisville Leisure Video

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a. Festival or Event Name: Abbey Road on the River b. Top Executive Contact Information: Gary Jacob, 216-407-8929 Top Executive Mailing Address: 2673 Green Road Shaker Heights, OH 44122 c. Number of Years Festival or Event has been produced: 9 years d. Dates: Last week of May e. Recurrence Cycle: Annually f. Gross Operating Revenue: (Cash plus in-kind) $1,000,000 g. Gross Operating Expenses: $400,000 h. Total Sponsorship Support: (Cash plus in-kind) $150,000 i. Volunteer Count and Estimated Hours Worked: 100 Volunteers, 2000 Hours j. Estimated Combined Aggregate Attendance: 30,000 k. Estimated Non Aggregated Attendance: n/a l. Primary Target Audience: m. Estimated Percentage of Annual Attendees from Geographical Areas: n. Awards and Recognition Received: o. Management Staff Professional Certifications and/or Degrees in Festival and Event Management: p. Professional Industry Involvement/Memberships: q. Short Video Highlighting Your City’s Events - See Enclosed DVD for Video - Louisville Leisure Video

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a. Festival or Event Name: Humana Festival of New American Plays b. Top Executive Contact Information: Marc Masterson, Artistic Director 316 West Main Street Louisville, KY 40202 502-584-1265 c. Number of Years Festival or Event has been produced: 34 years d. Dates: February to April e. Recurrence Cycle: Annually f. Gross Operating Revenue: (Cash plus in-kind) $1,536,000 g. Gross Operating Expenses: (Cash plus in-kind) $3,025,000 h. Total Sponsorship Support: (Cash plus in-kind) $835,000 Sponsor Recognition: The Humana Foundation 2010 Show underwriters: Fissures (lost and found) - Gill and Augusta Holland Ground - Todd Lowe and Fran Ratterman The Cherry Sister Revisited - Christy and Owsley Brown, Marsha and David Roth i. Volunteer Count and Estimated Hours Worked: 620 Volunteers, 6928 Hours j. Estimated Combined Aggregate Attendance: k. Estimated Non Aggregated Attendance: n/a l. Primary Target Audience: Local, National and international: college educators & students, Industry professionals, media theatre enthusiasts, Current and previous Actors Theatre ticket buyers and subscribers potential theatre-goers, including: The greater Louisville theatre community, students and the academic community (college level), educated, culturally active people in their 20s and 30s, literature fans and avid readers, people interested in the cutting-edge, contemporary and avant-garde, people who want to experience something brand new and thought-provoking, people who want to be entertained by something different. m. Estimated Percentage of Annual Attendees from Geographical Areas: 12% n. Awards and Recognition Received: Over 380 Humana Festival plays have been published in anthologies and individual acting editions. Actors Theatre is the recipient of the most prestigious awards bestowed on a regional theatre: a special Tony Award for Distinguished Achievement, the James N. Vaughan Memorial Award for Exceptional Achievement and Contribution to the Development of Professional Theatre, and the Margo Jones Award for the Encouragement of New Plays. PLAY RECOGNITION: Three Humana Festival plays have won the Pulitzer Prize: D. L. Coburn's The Gin Game, Beth Henley's Crimes of the Heart and Donald Margulies' Dinner With Friends. Keely and Du by Jane Martin and Omnium-Gatherum by Alexandra

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Humana Festival cont’d.:

Gersten-Vassilaros and Theresa Rebeck, and Becky Shaw by Gina Gionfriddo were finalists. Five Humana Festival plays have won the Susan Smith Blackburn Prize: How to Say Goodbye by Mary Gallagher, My Sister in this House by Wendy Kesselman, A Narrow Bed by Ellen McLaughlin, My Left Breast by Susan Miller and One Flea Spare by Naomi Wallace. Nine others have been finalists. Naomi Iizuka's Polaroid Stories won the Pen Center USA West Award and Bridget Carpenter's The Faculty Room won the Kesselring Prize for playwriting. Eight Humana Festival plays have won the Steinberg/American Theatre Critics Association New Play Award: 2 by Romulus Linney, Dinner With Friends by Donald Margulies, Talking With by Jane Martin, Keely and Du by Jane Martin, Jack and Jill by Jane Martin, Getting Out by Marsha Norman, Anton in Show Business by Jane Martin, and Great Falls by Lee Blessing. Four Humana Festival plays have won the OBIE Award: Slavs! by Tony Kushner, My Left Breast by Susan Miller, Marisol by José Rivera and One Flea Spare by Naomi Wallace. o. Management Staff Professional Certifications and/or Degrees in Festival and Event Management: p. Professional Industry Involvement/Memberships: q. Short Video Highlighting Your City’s Events - See Enclosed DVD for Video - Louisville Leisure Video

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a. Festival or Event Name: St. James Court Art Show b. Top Executive Contact Information: Marguerite Esrock, 502-635-1842 PO Box 3804 Louisville, KY 40201 c. Number of Years Festival or Event has been produced: 54 d. Dates: First week of October e. Recurrence Cycle: Annually f. Gross Operating Revenue: (Cash plus in-kind) $800,000 g. Gross Operating Expenses: $256,000 h. Total Sponsorship Support: (Cash plus in-kind) $160,000 Sponsor Recognition: AT&T, Panera Bread, Korbel Champagne, AT&T, The Real Yellow Pages, Anhueser Busch, Vest Advertising, DBS Interactive, Louisville Metro Council, Convenient Medical Care, Kosair Charities, GFS Marketplace, KET Public Television, WAVE 3 TV, Louisville Magazine, 99.7 WDJX Radio, Louisville Convention & Visitor's Bureau, Old Louisville Chamber of Commerce, Transit Authority of River City i. Volunteer Count and Estimated Hours Worked: 200 Volunteers, 16,000 Hours j. Estimated Combined Aggregate Attendance: 300,000 k. Estimated Non Aggregated Attendance: 175,000 l. Primary Target Audience: Print Ads, press releases, Radio and Television promos, Art Show program, postcards, e-cards, Facebook m. Estimated Percentage of Annual Attendees from Geographical Areas: n. Awards and Recognition Received: American Style Magazine’s Top Ten Art Festival, 2008, 2009, Sunshine Artist Magazine’s #1 Art Show in the U.S., “Top 200 List”,2005, 2006, 2007, Sunshine Artist Magazine’s “Top 200 List”, 2008, South East Tourism Society’s Top 20 Festival, Fall 2009, Kentucky Tourism Council’s Traverse Award, 2008, Kentucky Tourism Council’s Top Ten Fall Festival, 2005 o. Management Staff Professional Certifications and/or Degrees in Festival and Event Management: Center for Non-Profit Excellence Volunteer Management Certificate from The Metro United Way. p. Professional Industry Involvement/Memberships: Kentucky Tourism Council Member, 2007 - to present Kentucky Festival & Events Member, 2007, 2008 Old Louisville Chamber of Commerce Member, 2003 - to present Center for Non-Profit Excellence Member, 2006 - to present q. Short Video Highlighting Your City’s Events - See Enclosed DVD for Video - Louisville Leisure Video r. Media: WAVE 3 TV, KET Public TV, 99.7 WDJX Radio, Louisville Magazine

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a. Festival or Event Name: Harvest Homecoming b. Top Executive Contact Information: Kerry Nicolas, 812-944- 8572 431 Pearl Street P0 Box 102 New Albany, IN 47150 c. Number of Years Festival or Event has been produced: 43 d. Dates: 3 days in October e. Recurrence Cycle: Annually f. Gross Operating Revenue: (Cash plus in-kind) g. Gross Operating Expenses: h. Total Sponsorship Support: (Cash plus in-kind) 50+ Sponsors spread out among 5 different levels of sponsorship i. Volunteer Count and Estimated Hours Worked: j. Estimated Combined Aggregate Attendance: 200,000 k. Estimated Non Aggregated Attendance: n/a l. Primary Target Audience: Families and children of all ages m. Estimated Percentage of Annual Attendees from Geographical Areas: n. Awards and Recognition Received: Honored by the Library of Congress Bicentennial Local Legacies Project in 2000 o. Management Staff Professional Certifications and/or Degrees in Festival and Event Management: p. Professional Industry Involvement/Memberships: q. Short Video Highlighting Your City’s Events - See Enclosed DVD for Video - Louisville Leisure Video

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a. Festival or Event Name: Southwest Community Festival b. Top Executive Contact Information: Sandy Gentry, 502-396-6075 4700 Zoneton Rd Shepherdsville, KY 40156 c. Number of Years Festival or Event has been produced: 24 years d. Dates: 1st Weekend of October e. Recurrence Cycle: Annually f. Gross Operating Revenue: (Cash plus in-kind) $42,000 g. Gross Operating Expenses: $26,000 h. Total Sponsorship Support: (Cash plus in-kind) $21,500 Sponsor Recognition: Jewish Hospital St. Mary’s health care LG&E Humana Bob Henderson Rick Blackwell Vickie Welch Doug Hawkins i. Volunteer Count and Estimated Hours Worked: 60 Volunteers, 1,500 Hours j. Estimated Combined Aggregate Attendance: 22,000 k. Estimated Non Aggregated Attendance: n/a l. Primary Target Audience: Families in Southwest Jefferson County m. Estimated Percentage of Annual Attendees from Geographical Areas: n. Awards and Recognition Received: o. Management Staff Professional Certifications and/or Degrees in Festival and Event Management: p. Professional Industry Involvement/Memberships: q. Short Video Highlighting Your City’s Events - See Enclosed DVD for Video - Louisville Leisure Video

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