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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) 1 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 2 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 3 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. 4 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 5 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 6 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
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