HomeMy WebLinkAboutGrant Request - Every Idea EventDeschutes County
Board of County Commissioners
Discretionary Grant Program
Board Meeting Date: December 12, 2012
Organization: Every Idea LLC
Organization Description: Every Idea LLC has been in business in Deschutes County for more
than 20 years, helping business owners and organizations market and promote their products and
services by building strong relationships and creating measureable results.
Project Name: Western Christmas 2012
Project Description: Western Christmas is held in conjunction with the Columbia River Circuit
Finals Rodeo and is designed to create additional attendance at the rodeo and provide fans and
those who appreciate the western lifestyle from all over the Northwest a place to be entertained,
shop, enjoy good food, and take in a great western experience all under one roof. The event
includes shopping, food, family -friendly entertainment, and fundraising opportunities for local
non -profits.
Project Period: 11/02/2012 —11/04/2012
Amount of Request: $3,000 ($49,100 total)
Previous Grants: None
Approved:
Declined:
541-383-2072]
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Deschutes County Board of Commissioners
1300 NW Wall St., Bend, OR 97701-1960
(541) 388-6570 - Fax (541) 385-3202 - www.deschutes.org
DESCHUTES COUNTY ECONOMIC DEVELOPMENT FUND
DISCRETIONARY GRANT PROGRAM APPLICATION
Direct Application to:
Commissioner Tammy Baney
Commissioner Anthony DeBone
Date:
9/11/12
Project Name:
Project Beginning Date:
Amount of Request:
Commissioner Alan Unger
All Three Commissioners
X
Western Christmas 2012
Nov. 2, 2012
$3,000
Applicant/Organization:
Address:
Project End Date:
Date Funds Needed:
Tax ID #:
City & Zip:
Telephone:
Every Idea LLC
355 NE Lafayette Avenue
Contact Name(s):
Fax:
Wendie Every
Alternate Phone:
541-419-134€
Email:
Nov. 4, 2012
Oct. 1, 2012
20-2234112
Bend, OR 97701
541-383-2669
,aendie@every-idea.
On a separate sheet, please briefly answer the following questions:
1. Describe the applicant organization, including its purpose, leadership structure, and activities.
2. Describe the proposed project or activity.
3. Provide a timeline for completing the proposed project or activity.
4. Explain how the proposed project or activity will impact the community's economic health.
5. Identify the specific communities or groups that will benefit.
6. Itemize anticipated expenditures*. Describe how grant funds will be used and include the
source and amounts of matching funds or in-kind contributions, if any. If the grant will
support an ongoing activity, explain how it will be funded in the future.
Attach:
Proof of the applicant organization's non-profit status.
* Applicant may be contacted during the review process and asked to provide a complete line item budget.
Tammy Baney: Amount: Signature:
Anthony DeBone: Amount: Signature:
Alan Unger: Amount: Signature:
NOVEMBER 2 - 4, 2012 • REDMOND, OR
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DESCHUTES COUNTY ECONOMIC DEVELOPMENT FUND
DISCRETIONARY GRANT PROGRAM APPLICATION
1. Describe the applicant organization, including its purpose, leadership structure, and activities.
Every Idea LLC, dba Every Idea Marketing, is producing the 2012 Western Christmas Trade Show and
Event Showcase in Redmond, Oregon, November 2-4, 2012.
Every Idea has been in business in Deschutes County for more than 20 years, helping business
owners and organizations market and promote their products and services by building strong
relationships and creating measureable results. We were honored to be recognized as one of the
Bend Chamber's selected Small Businesses of the Year. Wendie Every is the owner and employs four
full-time and three part-time employees. Wendie has been involved with countless boards and
committees in Central Oregon, including the Bend Chamber and the founding committee of
Leadership Bend. She also served on the board of the Advertising Federation of Central Oregon
(AdFed) for 17 years, the American Advertising Federation's (AAF) district board for 2 years, and
AAF's regional board as Oregon Lt. Governor.
Wendie is very involved in the Redmond community as part of the Redmond Executive Association.
She also served on the founding board of Leadership Redmond and the founding board of Taproot
Redmond. Wendie has played a lead role in bringing Redmond organizations, agencies, business
owners, and the Deschutes County Expo Center together to discuss how to market Redmond and
leverage visitors who are in Redmond and/or at the Expo Center by exploring the issues, ideas,
advantages and methods of working together to create additional economic development.
The Every Idea team is empowered to be community leaders, get involved, and share their talents
and passions. The team worked with local garbage companies to brand and establish the success of
CAN Cancer, an organization that provides medical assistance to neighbors fighting cancer. CAN
Cancer is now spreading statewide. Other team members have served on the board of AdFed for 13
years, currently serve on the Hunger Prevention Coalition board, and currently volunteer with the
local Boy Scouts, just to name a few. They've also done in-kind work for Redmond Economic
Development and many others.
www.western-christmas.com / 355 NE Lafayette Avenue, Bend, OR 97701 / P: 541-383-2669 / F: 541-383-2072
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\iJ\ 1.1I13ER2-4, 2012 • REDMOND, OR
2. Describe the proposed project or activity.
Western Christmas is an experience for those who love the western lifestyle and culture that is so
prevalent in Central Oregon.
It is held in conjunction with the Columbia River Circuit Finals Rodeo, which has had a successful run
in Redmond for 13 years. This concept is designed to create additional attendance at the rodeo and
give rodeo fans and those who appreciate the western lifestyle from all over the Northwest a place
to be entertained, shop, enjoy good food, and take in a great western experience all under one roof.
It has always been my opinion that we should focus on low hanging fruit when marketing Redmond,
such as the thousands of guests we host at the Deschutes Fair and Expo Center. Therefore, I have
decided to put my ideas, experience and connections into action and produce an event that will be
unique to Central Oregon and will enhance an already successful sporting event to create additional
economic impact for local businesses. Redmond Mayor George Endicott would like Western
Christmas to be a signature event for Redmond.
The event includes
• Shopping -100+ hand selected vendors of everything western from throughout the West
• Fabulous food from local vendors
• Diverse Family -Friendly Entertainment
o County Music
o Cowboy Poetry
o Western Fashion Show
o Fine Art Displays
o Vintage Trailer Display
o Mini Roping Arena
o Vendor Demonstrations
o Kids Dummy Roping
o Parade of Ponies for Kids
o Cowboy Church
o Western Fashion Show
• Fundraising opportunities for local non -profits
o CAN Cancer
o Redmond youth groups
www.western-christmas.com / 355 NE Lafayette Avenue, Bend, OR 97701 / P: 541-383-2669 / F: 541-383-2072
WISTERN
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NOVEMBER 2 - 4.2012 • REDMOND, o1
3. Provide a timeline for completing the proposed project or activity.
Preparations began immediately after the close of last year's show. However, we were unable to
find a large enough building to host the event. After months of research and conference calls, we
secured a building that could host this growing event late this summer. We have built our hand -
selected list of vendors to 300+. We sold half of our 125 booths the first 10 days of promotion and
are booking vendors from all over the country to bring their Western products to this event. Last
year we hosted 83 vendors from 9 different states. Advertising begins mid-October with a full
marketing plan that includes radio, TV, print, social media, online, event marketing materials, and
more. There has been a lot of excitement generated through our social media already. The event
will be held November 2-4, 2012.
4. Explain how the proposed project or activity will impact the community's economic health.
Western Christmas was a huge success last year and exceeded all expectations. 5,600 people from
all over the Northwest attended in 2011. This event (promoted in conjunction with the Columbia
River Circuit Finals) will draw interest to and from the popular rodeo at the Expo Center.
The goal to create a western experience that will benefit the local economy and support local
businesses was surpassed many times over. Credit for meeting our ambitious goal goes to our hard
working, creative team and the well planned, aggressive marketing plan that was executed. We
accounted for 90 room nights in Redmond motels and several overnights at the Expo campground.
Many Redmond businesses participated and vendors estimated that $200,000 was spent by the
thousands of shoppers who attended, not including the commissioned projects that were ordered.
All food and beverage vendors are local businesses. Central Oregon does not have an event like this
with the potential to attract so many visitors and local families, which I understand is one of
Redmond's overall goals. And again, Mayor Endicott has expressed that he would like for Western
Christmas to become a signature event for Redmond.
5. Identify the specific communities or groups that will benefit.
• Redmond community
• Redmond businesses
• Redmond motels
• Redmond restaurants
• Redmond resorts
• REDi — Redmond Economic Development, Inc.
www.western-christmas.com / 355 NE Lafayette Avenue, Bend, OR 97701 / P: 541-383-2669 / F: 541-383-2072
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NOVEMBER 2 - .1, 2012 . REDIvIONI), flit
• Youth groups
• Western community and industry
• Rodeo industry
We hope this will serve as a model for how Redmond can embrace other events to benefit the
community as a whole and businesses directly.
6. Itemize anticipated expenditures. Describe how grant funds will be used and include the source
and amounts of matching funds or in-kind contributions, if any. If the grant will support an
ongoing activity, explain how it will be funded in the future.
Event Budget Outline —
Income from booths
Income from attendees
Total income
$ 48,950.00
$ 15,000.00
$ 63,950.00
Expenses
Building $ 12,000.00
Marketing $ 11,500.00
Event rentals $ 13,000.00
Labor $ 5,000.00
Signage $ 1,000.00
Entertainment $ 5,000.00
Security $ 1,600.00
Total expense $ 49,100.00
Grant funds will be used to increase traffic to the event by utilizing a well -executed marketing plan
that includes print, radio, TV, social media, pr, targeted direct mail, posters, online, event marketing
materials, and well placed temporary signage directing traffic to the event.
Upfront costs are being covered by Every Idea. There are no sponsors to help support our effort at
this time, other than media sponsors that are providing promotional opportunities, but no cash.
Income will come from a $3/person charge at the door and booth space revenue. This revenue will
help to support the costs to produce the event.
www.western-christmas.com / 355 NE Lafayette Avenue, Bend, OR 97701 / P: 541-383-2669 / F: 541-383-2072
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NOV EM RLR 2.4, 2012 • REDMOND, OR
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2011 RESULTS
VENDORS: 86 booth vendors (additional 209 on waiting list for 2012)
FROM: 33 cities from 8 different states = CA, ID, NV, OK, OR, TX, WA, WY
STAYED AT: Comfort Suites, Redmond Inn, Motel 6, Best Western, Eagle Crest, Deschutes Fairgrounds
RV Park, Super 8, rented a house (estimated 90 room nights)
NO. OF ATTENDEES: 5,600
GROSS SALES: estimated $200,000
VENDOR COMMENTS:
"The number of attendees EXCEEDED our expectations."
"I am shouting "BRAVO" to you and your hardworking staff (who were VERY friendly and helpful)."
"Absolutely everyone, without exception, said it was the "Best Show Ever."
"The Sons of the San Joaquin were a TREMENDOUS success! The atmosphere of the show went up 100
degrees! I hope they come back again and again."
"Fabulous on all levels! Thank you for all your efforts!"
"Thank you for everything. Let me know about any other events!"
"Your staff made me feel welcome and I want to come back! Great Show!! !"
"Thank you for your diligence in marketing, it paid off!"
"Superior to most shows and definitely on par with NFR Cowboy Christmas!"
"We were very happy and would love to have the same location (booth) next year."
"You guys rock! Thanks for your faith in us!" s�
"Wendie and staff, thank you for such a great amount of work you did."
www.western-christmas.com / 355 NE Lafayette Avenue, Bend, OR 97701 / P: 541-383-2669 / F: 541-383-2072
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NOVEMBER 2 - 4, 2D12 • REDMOND, OR
HOW WAS IT MARKETED:
Print Web / Social Marketing
The Competitor News E -Newsletter - 700 subscribers
Blue Mountain Eagle Facebook - 800 fans
Coffee News Countries
The Bulletin 772 United States
TV
Zolo
KTVZ
8 Canada
4 Mexico
1 Germany
1 United Kingdom
1 Thailand
Radio Cities
Bend Radio 68 Portland
Combined 53 Seattle
Horizon 48 Bend
Radio station giveaways 28 Redmond
Albany 17 Terrebonne
Bend 16 Spokane
Burns 16 Vancouver
Klamath Falls 13 Salem
Portland 11 Everett
Redmond 11 Federal Way
Language
Street 744 English (US)
Banners 39 English (UK)
2 Spanish
Collateral 1 German
Direct Mail 1 English (Pirate)
Flyers
Posters
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www.western-christmas.com / 355 NE Lafayette Avenue, Bend, OR 97701 / P: 541-383-2669 / F: 541-383-2072