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KIFF2019 Final Report

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KIFF2019 Final Report Klamath County Tourism Grant Sponsorship - Final Report Please provide the following information and submit with your final drawdown request. 2 0% of the grant is withheld until we receive the final report. Klamath Independent Film Festival / $8,666.67 September 13-15, 2019 _______ Title of Project / Funds Awarded Date of Event/Project Klamath Film Name of Organization Jesse Widener Contact Person PO Box 1511 Address Klamath Falls, OR 97601 City, State, Zip Jesse Widener Contact Person 541-892-5571 Phone Number 1. For an event, provide a detailed list of all marketing materials and an electronic version of the material on a CD. (Including audio or video recordings.) For an infrastructure project, provide photographic evidence of the project (before and after pictures), design and supportive materials on a CD. Out-of-town marketing materials for KIFF2019: • Facebook boosts: submission deadline, KIFF event, video ads (video was “KIFF2019 trailer”) • YouTube/Google Ads with KIFF trailers (2+ minute version and 30 second version) • Oregon Media Production Association membership for inclusion in newsletter blasts and blog post leading up to submission/festival + promotion/coordination with OMPA mixer event before KIFF • OMPA directory ad • “Phoenix, Oregon” feature - opening night “draw” listed on posters and ads • Jefferson Backroads August and September full page ads and articles • Rogue Valley Messenger August/September half page ad plus article • event photography (some samples included on disc...full catalog is too large) • Coming Attractions theater trailers, posters, web banners and marketing (KIFF2019 trailer on disc) • Theater trailers in Regal Cinema Bend and Eugene • KOBI TV ad and interview • KIFF posters of various sizes • KIFF website and FilmFreeway site (web archive files on disc) • KIFF rack cards for Ashland/Medford locations and Coming Attractions theaters in 10 OR/CA cities • KIFF slide before NorthWest Film Center weekly programming at Portland Art Museum • KIFF slides at various festivals (Ashland, Bend, Portland, Yreka) • KIFF2019 tshirts In-town marketing materials for KIFF2019 (not covered by tourism grant): • banner across Main Street • KIFF posters • info cards for 3rd Thursday and local locations • KIFF programs • Holiday Grocery digital slide • Home & Outdoor full page ad for upcoming entertainment • banner and sidebar ads on klamathfallsnews.org Form # KCF 3007 Revised the 8th of January, 2015 Page 1 of 3 2. Detail the matching funds expended and provide proof of their expenditure. Raised and used an additional $5,500 in grant funds, $9,750 in cash sponsorships, and $20,000+ in-kind sponsorships and donations, well exceeding the 30% match requirement. See attached updated budget form and additional receipts for details. 3. Update the budget forms from your original application with actual revenues and expenses for both the project and marketing plan. See attached updated budget form. 4. Where did you spend marketing dollars? Facebook and YouTube/Google spends were targeted all over Oregon and Northern California. Print ads were targeted to Klamath, Jackson County and very Northern California (plus statewide film directory). KOBI TV ad and interview covered much of Southern Oregon. Rack cards were distributed in Klamath and Jackson counties and 10 theaters in select Oregon and California markets. Digital ad slide shares at festivals targeted Portland, Ashland, Bend and Yreka. Other web ads and the remainder of our marketing were targeted in Klamath, which was not covered by the tourism grant. Event t-shirts and event photography were for primarily promotional purposes to be spread statewide. 5. What part of your marketing efforts were most successful and least successful? For infrastructure projects, what parts of your project were most successful and least successful? We expanded our theater trailer reach which seems to be the single best return for our paid advertising. Word of mouth from filmmakers and previous attendees continues to be our best “free” advertising as a result of the overall quality of event we put on. Based on standard tourism spend figures our audience likely spent $40,000+ in our local economy, in addition to the ~$15,000 we spend locally on goods/services to produce the event. Multiple partners both locally and around the state have reported hearing a lot of unsolicited talk about KIFF. This year's attendance saw another big growth spurt of about 50% bringing us into the “mid-size” festival category. Attendance/ticket sales were excellent, accounting for the bulk of us turning a profit! Print advertising (ads, not printed materials) doesn't seem to be attracting nearly as many attendees as other avenues. It is a smaller part of our marketing budget and we will evaluate whether we should drop it further to maximize our marketing effectiveness. Event Applicants Only: 6. How many people from out-of-county attended? At least 130 people attended from out-of-county. 7. How did you determine how many people from out-of-county attended? Explain why this is an accurate measurement of the out-of-county attendees? Our ticketing system gathered zip codes from attendees, and we tracked our visiting filmmakers. Walk-up customers who purchased at the door were not required to give their zip code. We have zip codes for approximately 75-80% of our attendees (a 5-10% improvement over last year). Of that 75-80%, about 33% were from out-of-county. Specifically, we know at least 120 were from out-of-county. We assume most walk- ups to be local, so we conservatively estimate out of town attendees to be at least 130, which is about 28% of our total audience, and once again strongly better than other festivals' in the state out-of-county %. Form # KCF 3007 Revised the 8th of January, 2015 Page 2 of 3 8. How many extra days did your visitors stay in the area? We estimate out out-of-county attendees accounted for 130-200 overnights. 9. How did you determine how many extra days your visitors stayed? Explain why this is an accurate measurement of the extra days. According to our survey, which is still open, 37% of respondents were from out-of-county. Of those out-of- county, 13% stayed 1 night, 45% stayed 2 nights, and 13% stayed 3 nights. On average, our out-of-county attendees stayed 1.5 nights each. About half of respondents so far were filmmakers who we know are most likely to attend multiple days, so while 1.5 nights x our ~130 out-of-county attendee estimate would be 195 overnights, we are conservatively estimating a low-end possibility of 130, for a total range of 130-195. By signing this you are agreeing that you have paid all bills accrued through this process; as well as agreeing that the Logo Usage Agreement is now terminated. November 13, 2019 Signature Date Jesse Widener – Executive Director Printed Name and Title Form # KCF 3007 Revised the 8th of January, 2015 Page 3 of 3 COMPLETE "BUDGET" COLUMNS (C & D) ONLY FOR APPLICATION. LEAVE "ACTUAL" (F G) BLANK GRANT APPLICATION (ONLY USE ON Klamath Film Klamath Independent Film Festival 2019 INCOME BUDGET Actual Cash In-Kind Cash In-Kind Klamath County Matching Grant $12,500.00 $8,666.67 OTHER INCOME Miller Foundation grant (decision pending) $5,000.00 $5,000.00 Klamath Cultural Coalition grant (awarded) $500.00 $500.00 Sponsorships (collected or verbally committed) $3,000.00 $4,540.00 $9,750.00 $6,823.00 Oregon Cultural Trust (not yet open) $6,000.00 0 Additional Sponsorships (anticipated) $9,000.00 $3,460.00 see above see above Additional donations (anticipated) $4,000.00 $13,285.00 Ticket & misc. sales (anticipated minimum) $4,000.00 $8,464.50 Volunteer staff (estimating ~1000 hours) $10,000.00 $10,000.00 SUB TOTAL INCOME $40,000.00 $22,000.00 $32,381.17 $30,108.00 TOTAL INCOME $62,000.00 $62,489.17 EXPENSES LINE BUDGET Actual ITEM Cash In-Kind Cash In-Kind 1 Printing (programs, banners, posters, etc.) $2,750.00 $500.00 $2,493.15 2 Advertising (includes pay for media work): Social media $3,000.00 $1,400.23 Print $2,000.00 $2,500.00 $1,499.50 Radio $1,300.00 $0.00 TV $5,000.00 $3,505.00 Web/Digital/Online/e-mail $1,500.00 $500.00 $604.73 $1,575.00 Web/GraphicAdvert. Misc. (theaterdesign & trailer management advertising and $4,500.00 $1,500.00 $1,945.00 production, event photographer, 3rd party event advertising/sponsoring, screening fees, $6,000.00 $3,000.00 $3,529.27 $3,750.00 etc.) 3 Administration/Festival Coordinator $5,300.00 $700.00 $6,000.00 4 Volunteer staff $10,000.00 $10,000.00 5 Supplies $300.00 $377.52 6 Food and Beverage $1,750.00 $300.00 $1,190.45 $1,912.00 7 Prizes $1,850.00 $1,850.00 $50.00 8 Facility costs $2,000.00 $3,000.00 $1,184.00 $10,626.00 9 Merchandising $800.00 $759.22 CE AWARD IS MADE TO TRACK ACTUAL INCOME/EXPENSES) General misc. (mileage, postage, incidental 10 $1,400.00 $2,171.72 $250.00 expenses, etc.) 11 Sales processing fees $550.00 $516.35 SUB TOTAL EXPENSES $40,000.00 $22,000.00 $27,081.14 $30,108.00 TOTAL EXPENSES $62,000.00 $57,189.14 NOTE: There was some confusion last year from grant reviewers who misinterpreted our budget as requesting grant dollars to pay for staff. We are aware County Tourism grant dollars are for out of town marketing expenses. The cash expenses for Advertising and Merchandising (Expense items #2 and #9) total $24,100. The bulk of those expenses are out of town and satisfy the grant requirements.
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