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Vision Iowa Art Market Grant ApplicationTHE CITY OF DUbUgU2 ~T T~ ~ All-AmerlcaCity V 1 Masterpiece on the Mississippi 2007 TO: The Honorable Mayor and City Council Members FROM: Michael C. Van Milligen, City Manager SUBJECT: Vision Iowa Art Market Grant Application DATE: December 1, 2009 The Dubuque Art Center, working with the Convention and Visitor's Bureau and the City, will be organizing the first annual Art Market along the RiverWalk on seven Saturday afternoons in July, August and September The event will feature regional art, music and theater and will bring in an estimated 10,000 people to Dubuque. Stimulus Coordinator Will Hoyer recommends City Council approval of the submittal of a $15,000 Vision Iowa grant application to cover the costs of promoting the Summer 2010 Art Market. I concur with the recommendation and respectfully request Mayor and City Council approval. M" hael C. Van Milligen MCVM:jh Attachment cc: Barry Lindahl, City Attorney Cindy Steinhauser, Assistant City Manager Will Hoyer, Stimulus Coordinator THE CITY OF DUbUgUe ~T T~ ~ All•AmericaCity ~J ' I Masterpiece on the Mississippi 2007 TO: Michael C. Van Milligen, City Manager FROM: Will Hoyer, Stimulus Coordinator SUBJECT: Vision Iowa Art Market Grant Application DATE: November 25, 2009 INTRODUCTION The purpose of this memorandum is to request approval of the submittal of a $15,000 grant application to Vision Iowa. BACKGROUND Vision Iowa is offering up to $100,000 in Community Attraction and Tourism money to be spent on marketing and advertising community attractions. As a past recipient of Vision Iowa grants we are eligible to apply for this money. Our intent is to use up to $15,000 for marketing a new attraction in the Port of Dubuque -the Art Market. DISCUSSION The Dubuque Art Center, working with the Convention and Visitor's Bureau and the City, will be organizing the first annual Art Market along the RiverWalk on seven Saturday afternoons in July, August and September. The event will feature regional art, music and theater and will bring in an estimated 10,000 people to the city. The CVB, working with Mission Creative, has developed radio and web advertisements and a marketing strategy for the Market. If received, we would apply the $15,000 toward the advertising with the CVB providing the local match required by the grant. RECOMMENDATION: Staff recommends Council approval of submittal of the Vision Iowa grant application to cover $15,000 of the costs of promoting the Summer 2010 Art Market. cc: Cori Burbach, Sustainable Community Coordinator Teri Goodmann, Assistant City Manager Cindy Steinhauser, Assistant City Manager Jan Stoffel, Art and Cultural Affairs Coordinator vlsioN I~~ COMMUNITY ATTRACTION AND TOURISM PROGRAM MARKETING APPLICATION Introduction The Community Attraction and Tourism program (CAT) is designed to assist communities in the development and creation of multiple purpose attraction or tourism facilities. This program can help position a community to take advantage of economic development opportunities in tourism, and strengthen a community's competitiveness as a place to work and live. Allocation of Funds Legislation has allocated a total of $100,000 of each annual CAT allocation be used to provide financial assistance for the marketing of Vision Iowa and CAT projects. Eligible Applicants Eligible applicants include a city, county or non-profit organization that has received financial assistance from the Vision Iowa/CAT program. The applicant should be the intended entity to contract with the Vision Iowa Board to receive CAT funds and undertake the funded activity. Deadlines for Application Submission Applications must be received by 4:30 p.m. on Tuesday. December 1.2009. Applications are not accepted by fax ore-mail. Applications must be delivered in person, by mail or courier to: Vision Iowa Program Manager Iowa Department of Economic Development 200 East Grand Avenue Des Moines, Iowa 50309-1819 Eligible Project ~ Use of Funding The funding may be used to place in-state or out-of-state advertising in newspapers, magazines, radio, television or online. The advertising must appear between January 13, 2010 and December 31, 2010. The primary focus of the advertising must be a project that received Vision Iowa/CAT financial assistance. The project must have an existing website. Eligible Expenses Eligible expenses for the grant are advertising placement costs (design and production costs are not eligible). Quoted bids or estimates must be attached to the application. Expenses previously incurred cannot be counted. Maximum Grants The maximum grant available is $15,000. There is no minimum grant amount. Local Match Reauirements: Local cash match must be at least 50% of the total project cost. Documentation of local match funds is required. Local match must be secured locally; other state funds are not eligible match. Format All applications must be typed and follow the format of the application. Quoted estimates/bids, letters committing cash match and a sample of the ad must be attached to the application. One original and fifteen (15) copies should be submitted. Contract Agreement and Reimbursement: Award recipients will contract directly with the Vision Iowa Board. Grants will be release on the following schedule. Fifty percent (50%) of the awarded amount will be released to the recipient immediately following the Board's approval. The remaining fifty percent (50%) will be released upon the receipt of a completed final report and the necessary attachments to that report. Re orts A written report must be submitted to the Vision Iowa Program Manager within 60 days of the placement of the advertising summarizing the results of the advertising placement. The report will require a description and supplemental information regarding how you tracked and measured the effectiveness of your ad and your return on investment. Tearsheets from magazines and newspapers, affidavits and a copy of the spot for broadcast ads, screen shots of online ads or a proof of posting photo for billboards should be attached to your report. Documentation of project expenses will be required. Documentation includes copies of the paid invoices and an indication of how and when each was paid. Review Committee The review committee will consist of members, appointed by the chair, of the Vision Iowa Board. The review committee will read and score all of the applications received and make recommendations to the Vision Iowa Board on the applications to be funded. Evaluation Applications will be evaluated out of 50 points. A minimum of 30 points must be earned to receive financial assistance. Incomplete applications will be disqualified. Notification The Review Committee will make funding recommendations at the January 13, 2010 Vision Iowa Board Meeting. 2 Return Completed Application to: Vision Iowa Program Manager Iowa Department of Economic Development 200 East Grand Avenue, Des Moines, Iowa 50309-1819 515.725.3197 (phone) 515.725.3010 (fax) alaina.santizo(a~iowalifechanaing.com PARTI Applicant & Proiect Information Organization; City of Dubuque Contact Person: Cindy Steinhauser Title _Assistant City Manager Address: 50 West 13~h Street City: Dubuaue State: IA Zip Code: 52001 Telephone: (563)-589-4110 FAX: (563)-589-4149 E-mail csteinhaCa~cityofdubugue.org Project website (required): dbaartmarket.com Total Advertising Placement Cost: $30.000 Amount Requested (cannot exceed 50% of total or $15,000):_ $15.000 Local Match Amount: $15,000 Source of Local Match (cannot be state funding): Dubuaue Convention and Visitor's Bureau Description of Advertising Project: The City of Dubuque, working with the Dubuque Convention and Visitor's Bureau and the Dubuque Art Center, will be hosting the first annual Art Market over six Saturdays in July, August and September 2010. The Market will bring in a variety of local and regional artists and will be set up along the RiverWalk in the Vision Iowa/CAT-funded Port of Dubuque. It will focus on fine and functional art and will also include live music and theater performances. Advertising will be done through the web and radio and will target Eastern Iowa's largest markets initially. When was financial assistance received from Vision Iowa/GAT? April 2001 How much was received from Vision Iowa/CAT? $19,999,919 3 PART II Advertising Project Description Eligible advertising: Print media (newspaper and magazines) -Please include the name and location of the print medium, specific insertion dates of the ad (do not clump insertion dates such as Feb-April), and size of ad. Radio -List the name and location of the radio station, the air dates (do not clump insertion dates in to months such as Feb-April), and the length as well as the frequency. (If exact dates/times of radio buys are not confirmed, please include a tentative schedule.) Television -Include the name of the station, location, dates ad will run (do not clump insertion dates into months such as Feb-April), and length of ad. (If exact dates/times of television buys are not confirmed, please include a tentative schedule.) Online/new media advertising -List the vendor's Web site and/or the new media that will be used and the dates the ad will appear. Describe what advertising you will place, from the above list, and what Vision Iowa/CAT project your advertising will promote. (5 points) a. Attach a copy or mock up of the ad (for print and online ads) or ad copy/script (for broadcast). b. Electronic ads (television and radio) must verbally credit the Vision Iowa Program for the cooperative effort. Advertising for the Art Market will use radio and online pieces developed by Mission Creative and airing in July and August in Eastern Iowa markets. Attachments 1 a and 1 b include the script for the radio ads and the visuals to be used in the web advertisements. Acomplete list of radio stations and websites where ads will begun is included in the price quote in Attachments 2a and 2b. Ads will credit the Vision Iowa Program. These ads will serve to draw visitors to Dubuque and will focus on a new weekly event that will showcase the Port of Dubuque, which has been redeveloped in part through the generous support of the Vision Iowa program. The new event is the Art Market and will showcase regional artists on seven Saturday afternoons from July 17 through September 11. This event will draw visitors from throughout Eastern Iowa and the immediate Tri-States region and will increase the visibility of the Port of Dubuque's continuing Art on the River project. The Market will highlight not only the importance of the arts in Dubuque but also how the Port of Dubuque has helped make Dubuque the great place to live, work and play and the connections to the Mississippi River that residents and visitors experience when enjoying the Port and RiverWalk. 2. Describe how this advertising relates to your overall marketing efforts and why you believe it will be successful. (5 points) a. Identify your target market for advertising and specifically identify the target market for the advertising that this grant would support. Indicate if this is a new target market or market expansion of a current target market for your organization. (10 points) b. Include how the advertising will reach your target market and audience and how your marketing efforts will compliment your organization's regional and/or statewide advertising efforts. (10 points) i. Describe why and how you selected the medium to use. ii. Explain the estimated number of people the advertising will reach. 4 The redevelopment of the Port of Dubuque is a $400 million project and is turning this formerly industrial area into Dubuque's top tourist destination, with restaurants and a brewery, casino, hotel and water park, river walk, world-class National Mississippi River Museum and Aquarium and convention center. As such it is a focus for current advertising and a primary draw for tourists from throughout the region. The addition of the Art Market will help define the Port as a destination for people of all ages interested in the arts. The theme of this advertising is "reinvention" -both of the Port of Dubuque but also of the art fair into something that has appeal for everyone, especially those who are skeptical of the traditional art fair. Current advertising projects include publications such as Julien's Journal, the Des Moines Register, direct mail and a-mail blasts. This campaign will expand into web and radio ads, which are currently under-utilized in promoting Dubuque, but are very effective means of reaching ever-larger numbers of people. The focus will remain on reaching Eastern Iowans but the increased use of the web and radio will help bring more of them to the Art Market, the Port and Dubuque. Based on the listenership of the seven radio stations, we estimate reaching over 130,000 people. 3. Describe how you will track and measure the effectiveness of your advertising; this information is required for your 60 day post-advertising report. (20 points) a. Examples of tracking might include the number of inquires received, web site user sessions, guest book signatures, attendance logs, etc. b. Explain how you will fulfill requests for information generated by the advertising. Our advertising success will be tracked ultimately through the attendance figures at the Art Market. Success will also be measured through feedback from local hotels and attractions which have long been close partners in our tracking of advertising performance for city events and attractions. Daily visitors to websites like vvww.traveldubuaue.com and www.dbaartmarket.com will be used to judge the effectiveness of ads. Through the attendance log at the Dubuque Welcome Center we will be able to track inquiries for this event, where visitors are traveling from and why the came to Dubuque. Our tracking ,system will also gather feedback from artists participating in the Market and visitors to the Market. Most information requests will be handled by existing staff at the Convention and Visitor's Bureau but requests by artists and by those looking for more detailed information not available on either of the above websites and specifically about the Art Market will be directed to the Dubuque Art Center. 4. Provide attendance numbers for the last three years: Calendar year 2007 Calendar year 2008 Calendar year 2009 (through 9/30) This will be the first year for the Dubuque Art Market, but we estimate total attendance will be around 10,000. PART 1!! Project Budget List placement cost(s) and the estimated amount for each vendor. Attach and number quoted estimate or bid for each item. Design and production costs are not eligible. 5 Media/Vendor Amount Attachment # Radio/Mission Creative $23,868.00 2a Online/Mission Creative $6,132.00 2b List the source(s) of local match funds. Attach documentation of each funding source. Documentation should include a signed letter of committement or resolution. Matching funds must be cash. Source Amount Attachment # Convention and Visitor's Bureau $15,000 3 PART IV Attachments 1. Attach a copy or mock up of the ad, for print publications, or ad copy/script for broadcast (requested in PART II). ' 2. Quoted estimate for placement costs (requested in PART III). 3. Documentation of Local Match (requested in PART III). 4. If your organization has a marketing plan, please attach it. I acknowledge that I have read and understand the application materials and administrative rules. Further, I give permission to the Vision Iowa board or the Iowa Department of Economic Development (IDED) to perform due diligence for reasonable evaluation of this proposal. I understand that all information submitted relating to this application is a public record. 1 certify that all representations, warranties, or statements made or furnished in connection with this application are true and correct in all material respects. I understand that it is a criminal violation under Iowa law to engage in deception and knowingly make, or cause to be made, directly or indirectly, a false statement in writing for the purpose of procuring economic development assistance from a state agency or subdivision. Printed Na Signature: Date: November 25 2009 Attachment 1 a Radio Script PotIS5101V CREATIVE I DUBUQUE AREA CHAMBER COMMERCE i F~~~ d.;~T 140 Easl 9th Street T 563.583.0853 ~'~-t Dubuque, IA 52001 vnvw.missioncreativa.biz DUBUQUE ART MARKET :60 RADIO SPOT Incorporating :13 Dubuque Convention & Visitor's Bureau bookends DCV6 B®f]KEND i31 DUBUQUE REINVENTED #1 BOOKEND [:15] SFX: 4 to 5 seconds Boots walking through the rain as cars drive by. ANNCR (Voice: Authentic, story teller, mid-western, believable) It's about time this weather got reinvented. Leave your boots al the door and soak in the modern river town of Dubuque, Iowa. Visit traveldubuque.com Dubuque. Vacation Reinvented SFX: Walerpark noises and families playing and splashing underneath the last parr of the narrator read SPONSOR SPOT ART MARKET RADIO SPOT [:30] SFX: Crowd chatter and laughter, reverb of live music in the distance. MAN (disgruntled husband): I can't believe you dragged me to a craft fair. WOMAN (cheerful): It's not! The Dubuque Art Market is the place to buy fine and functional art from the region's best artists. Plus Ihere's live music, theater, games, food and fun -all by the riverfrontl MAN: (Sarcastic) Yeah, yeah. Sounds fabulous. WOMAN: Tss, there's something here for everyo- (confused) Honey...honey? MAN: MISSION CREATIVE ~ DUBUQUE AREA CHAMBER COMMERCE ~~ ~~s'~-w3 ~$) (~` 140 Eas191h Slreel T 563.583.0853 Dubuque, IA 52001 w•.vw.missioncreafive.blz (In background) Whoa, check this outl Sweei! ANNCR Tha Dubuque Art Market. July 17 through September 1 1, 1-6pm at the Alliant Amphilhealer & River Walk. Made possible through the Vision Iowa program. MAN: (In background) Shyeah, nice! DGVB 64~OICEND #21 DUBUQUE REINVENTED #2 BOOKEND [:15] SFX:4 to 5 seconds A vacuum cleaner rolling across carpet (perhaps the squeak of cleaning windows, as well). ANNCR (Voice: Authentic, story feller, mid-western, believable) Sounds like the words'cleaning house' need to be reinvented. You can bet on a wealth of gaming, festivals and museums in Dubuque, Iowa. Visit traveldubuque.com Dubuque. Vacation Reinvented SFX: Casino noises and laughter playing underneath the narrator read Attachment 1 b Web Ad #1 ,sa ' ~~' Made possible through the ~ ~ ~ -~ Visioniowaprogram. "" .... ... ~vs(vw_ ~~1'~lu~Id~.ibU~Uk~ e~r~r=~ ';8C?O 7J8 84'4_` -~ t1~~:r - L.l _ E _ ~A Alliant Amphitheater & Riverwalk Port of Dubuque, Iowa vacation reinvented. 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We are proud to commit the specified funds to expand and create a greater visibility to the Dubuque community as a center for the arts and a desirable place to live, work and play. (signature) f ~~~ `~~ ~, ~`~~~do.oc~ (Local Match) (Date) ~~~~ ~~d~ (Print Name)