RETURN ON SPONSORSHIP REPORT CONTENTS Uptown Art Fair 2016 Executive Summary 2016 Sponsors Overview and History Organizational Leadership and Structure 2016 Art Fair Overview Commemorative Artist and Print Artists / Artist Awards Performance Stage presented by GO96.3 Beer Garden presented by Summit Brewing Co. Food Vendors Kitchen Window Culinary Arts Competition Family Imagination Station presented by Northern Clay Center Youth Art Fair Film at the Fair Girard Avenue Entertainment Charitable Partners Tent Business Showcase Tent Metro Transit “Art Pass” Complimentary Bike Valet Recycling / Organics presented by Sons of Norway VIP Hospitality Uptown Information Booth presented by the Uptown Association and Stutsman Realty Volunteers Facts and Figures Uptown Art Fair Recognition CANvas Uptown Promotions, Marketing, and Public Relations Media Coverage Report and Examples Online Coverage and Examples Television Coverage and Examples Print Coverage and Examples Radio Coverage PR Newswire Sponsorship Coverage Social Media Report and Examples On-site Impressions and Examples Results and Outcomes
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UPTOWN ART FAIR 2016 The vision of the Uptown Art Fair is to bring art to people of all ages, cultures, and back grounds; and to draw traffic and add vibrancy to Uptown Minneapolis. We foster an appreciation of the arts and provide a showcase and sales outlet for professional and amateur artists from around the country. As the Uptown Association’s primary fundraising event, the Uptown Art Fair is an economic engine for the community, generating revenue that pays for numerous projects including community clean ups, marketing and education seminars, donations to local causes and neighborhood organizations and other community building activities. Aside from showcasing amazing art, the Uptown Art Fair is a celebration of the hip, refreshingly unconventional Uptown Minneapolis community. While this annual event becomes increasingly popular, the Uptown area captures attention year-round simply because it’s Uptown – intriguing and inviting, established yet new, bohemian and fabulous. The Uptown Art Fair is a labor of love made possible by hundreds of volunteers, the generosity of sponsors, the kindness of local businesses and those who support the arts. In our humble (and admittedly biased) opinion, it’s the best fair around. We hope you enjoyed your experience with us and look forward to partnering with us again in 2017!
Sincerely, The Uptown Art Fair Board and Uptown Association Executive Team
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EXECUTIVE SUMMARY Nationally acclaimed, award-winning Uptown Art Fair | Always the first full weekend in August Where Hennepin Avenue meets Lake Street
DATES:
August 5 – 7, 2016
2016 TIMES:
Friday Saturday Sunday
12 pm – 8 pm 10 am – 8 pm 10 am – 5 pm
LOCATION: Uptown Minneapolis is an eclectic mix of commercial, retail and residential properties in South Minneapolis. The intersection of Lake Street and Hennepin Avenue is the center of a lively, upbeat business district and is one of the busiest intersections in the State of Minnesota. Art Fair Headquarters was located at Calhoun Square – 3001 Hennepin Avenue.
FEATURES:
Professional works of art ranging from limited editions to one-of-a-kind treasures in 12 mediums including sculpture, painting, glasswork, jewelry, multimedia compositions and more Youth Art Fair Non-stop entertainment—from swing dancing to awesome local bands located on the performance stage (2841 Hennepin Ave. S.) Fine food and refreshments from more than 20 vendors throughout the fair and beer gardens provided by Summit Brewing Co. Kitchen Window Culinary Arts Competition presented by Seward Community Co-op Art activities for the entire family at the Family Imagination Station Business Showcase Tent Charitable Partnership Program
ACHIEVEMENTS: The Uptown Art Fair is the winner of more than 140 International Festivals and Events Association (IFEA) Pinnacle Awards. The Pinnacles recognize the highest quality in promotional programs and materials produced by IFEA’s more than 3,000 member festivals and events around the world. They are the most prestigious awards in the special events industry. Art Fair Sourcebook listed the 2014 Uptown Art Fair as 12th in the nation. The Harris Guide ranked it the #1 Art Fair in Minnesota.
ATTENDANCE: An average of 380,000 people attends annually, making the Art Fair No. 2 in statewide attendance, second only to the Minnesota State Fair.
CONTACT INFO:
Uptown Association 1406 West Lake Street, Lower Level C | Minneapolis, MN 55408 P: 612.823.4581 | F: 612.823.3158 www.uptownartfair.com info@uptownminneapolis.com | maude@uptownminneapolis.com
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OVERVIEW The Uptown Art Fair, now having celebrated its 53rd year, takes over the commercial district in Uptown Minneapolis. What began as a neighborhood art sale just down the block from what is now Calhoun Square has developed into a nationally recognized event. Hosting 338 artists in 2016, the Uptown Art Fair caters to tourists, art enthusiasts, artists, and festival-goers from around the country, and is the major fundraiser for the Uptown Association. Over the years, proceeds from the Uptown Art Fair have funded bicycles for police officers, a 3-phase business marketing study, an environmental planting project, 46 bike racks, community graffiti clean-up events, an awards program honoring local businesses, art installations of utility boxes, networking opportunities for residents and businesses, and visitor maps just to name a few.
HISTORY 53 years ago, a group of local businessmen and women in the Uptown Commercial Club tried to develop ways to increase traffic and draw more people to the core of Uptown. In the late 1950’s, the Uptown area had fallen on hard times so there was interest by area businesses and residents to regain the popularity of the past. One idea was an art fair and the Uptown Art Fair was born! The first Uptown Art Fair was held in 1964 and featured 146 artists selling their wares on folding tables on the sidewalk. It brought art into everyday life onto the streets of an urban neighborhood and brought increased attention to the business district in the Hennepin – Lake area. Throughout the 1960’s, Uptown continued to gain a reputation as an “artsy” neighborhood and the Art Fair added to that perception. In later years, the newly formed merchants association, the Uptown Association, took over the production of the event and new ideas emerged to make the event bigger and better. One key idea was to increase the quality of the show and attract new artists through the development of a jury system that required higher artist standards than before. Since then, the Uptown Art Fair has evolved into an internationally recognized 3 day fine arts festival and one of the top 10 fine arts festivals in the country. With 338 artists representing 37 states and 4 international countries, and an attendance of 381,000 art enthusiasts enjoying the show in 2016, the event is the largest art fair in the state of Minnesota and second only to the Minnesota State Fair in number of attendees.
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ORGANIZATIONAL LEADERSHIP & STRUCTURE The Uptown Association, producer of the Uptown Art Fair, is a nonprofit business association with over 150 member businesses. Its mission is to improve the economic vitality and stability of Uptown through collaboration and partnerships. It also exists to celebrate and sustain Uptown’s unique spirit and sense of community. The Association welcomes diversity of all kinds and advocates the greater benefit of the entire Uptown community. The Uptown Association full-time staff are supported by a team of seasonal staff, a Board of Directors, a planning committee, and an expansive group of volunteers committed to making this festival the very best of its kind.
Year-Round Staff: Maude Lovelle, Executive Director Jill Osiecki Gleich, Project Coordinator Ann Wempner, Graphic Designer
Seasonal Staff: Ryan Ferrian: Culinary Arts Stage, Social Media Kelly Fix: Performance Stage, Youth Art Fair, Food Vendors Samantha Saucedo: Volunteers, Special Projects
Uptown Art Fair Board: Bridget Aymar, Volunteers Brian Bellmont, Marketing/PR Terrell Brown, Artist Relations Joe Conchola, Performance Stage Chris Condie, Sponsors Rick Cornejo, Finance, Events/Special Projects Alexander Dahl, Operations Kimberly Dahlstrom, Artist Relations Pam Dedic, Youth Art Fair Andrea Dennis, Beverages D’Lee Dreyer, Youth Art Fair Max Ellis, Events/Special Projects Daniel Erickson, Operations Mike Finkelstein, Operations Robin Fortney, Artist Relations Gina Glynn, Artist Relations Tasha Greiling, Sponsors Steve Grotbo, Operations Briana Gruenewald, Marketing/PR Kristin Hinrichs, Sponsors
Judy Hippe, Food Vendors Lia Huemoeller, Youth Art Fair Jason Lardy, Sponsors Joe Ott, Operations Paul Pashibin, Performance Stage Alyssa Roach, Volunteers Tonya Schulze, Beverages Kathryn Schwyzer, Artist Relations Jacob Sheehan, Events/Special Projects Charlie Smith, Youth Art Fair Officer Peter Stanton, Operations Ted Stephany, Charitable Partners Megan Swenson, Marketing/PR Lt. Mike Taylor, Operations Brian Trinh, Youth Art Fair Elizabeth Walke, Finance Steve Wang, Beverages Nancy Warnen, Food Vendors Lucas Wilson, Food Vendors
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2016 ART FAIR OVERVIEW COMMEMORATIVE ARTIST: Robinson Scott Each year, the Uptown Art Fair selects a commemorative artist to represent the quality and dedication our artists bring to the art fair. This year’s commemorative artist, Robinson Scott, was an easy choice by the committee, with over 25 years of participation in Uptown, his many awards won, including Best of the Best in Show, and his passion about his craft of glass blowing. A detail shot of one of his glass pieces became the commemorative poster of the 2016 Uptown Art Fair, which was incorporated into promotional materials and merchandise made available to art fair attendees. Scott is a native of Minnesota and currently resides in Anoka, MN. At an early age, Scott was drawn to expressing himself creatively. His father, an art teacher, fueled his creative drive by introducing him to various types of art such as drawing, welding, clay, metal, and more. The last exposure, glass blowing, had the most impact and ignited a new passion. After getting acquainted with glass at his father’s studio, Robinson began to search for outlets to gain more knowledge. His opportunity to move to Sweden and work with two master glassblowers in their studio for a year, began a 40 year mission of understanding the process of making glass and creating art pieces. Each one of a kind piece is blown and shaped into a beautiful mixture or color, design and shape. Scott says, “As I have worked with glass over the years, I am impressed with how much I continue to learn. The techniques and applications not only seem limitless; the fact has become painfully obvious that I will run out of time on earth before I run out of ideas for creative expression in this material. Each time I pick up a blowpipe, I pursue difference and personal perfection in form and design.” As a glassblower and 3D artist, Scott was honored to be selected to be the commemorative artist for the 2016 Uptown Art Fair. To have a three dimensional artist recognized as a commemorative artist is less common and to showcase the material and work that Scott loves on such a stage is an honor. He blows glass because he loves it and says “it doesn’t always feel like work” because he’s constantly altering discovering and altering his process. He is interested in sharing his 40 years of experience with glass and the dedication to the process with the community. This commemorative piece was created using a technique Robinson has practiced and refined to bring a subtle, dynamic, three dimensional, visual experience to the observer. The technique involves a complicated layering process of clear and colored glass that results in crisp edges and subtle vignettes. An event open to the public was held in May of 2016 at Stella’s Fish Café to unveil the poster and celebrate Robinson Scott as the commemorative artist for 2016. For more information on Robinson Scott, visit his website at www.robinsonscott-glassstudio.com.
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ARTISTS Selection Process Our highly competitive juried art show consists of more than 350 artists from around the U.S. and abroad, selected to display their work in one of twelve media categories: painting, drawing, fiber, 3-D mixed media, wood, sculpture, 2-D mixed media, ceramics, jewelry, printmaking, glass, and photography. The Uptown Art Fair follows an arduous three-day jury process using a state-of-theart online application and jury process called ZAPP™. Each artist submits four images of his or her work and one booth image. All artwork submitted is in a consistent, high-quality digital format. Five highly knowledgeable and experienced artists, instructors, and critics comprise the jury panel that handpicks exhibitors after previewing projections of the images on 6-foot screens. Three rounds of scoring determine the final selection. After last year’s show, 31 artists were invited back to represent the 2015 Best of Show and Top 10 percent of each media. A total of 768 artists applied for this year’s remaining spots. As such, it is an honor to be invited to exhibit at the Uptown Art Fair.
Exhibiting Artists The artists who exhibited at the Uptown Art Fair in 2016 traveled from 37 states and 4 countries. A total of 164 exhibitors responded to our artist survey. Artists sold 1.7 million of art in 2016, averaging $5,440 per artist. Artists share that the Uptown Art fair was their most successful event of the season and, in some cases, of their career.
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ARTIST AWARDS Twelve expert jurors representing each of the media fields selected the 2016 Uptown Art Fair “Best of Show” and “Top 10 Percent” award winners. The jurors were escorted through the Art Fair on Friday, August 5. Winners of the “Best of Show” were notified Friday afternoon and honored at the Artist Brunch hosted by local Uptown restaurant Chino Latino on Saturday morning. A “Best of Best of Show” winner was also selected for special recognition and an additional cash prize. “Best of Show” winners in each media received a $500 check recognizing their excellence, while the “Best of the Best” received a $750 check. In addition, all “Best of Show” winners are invited to forego the 2017 application process and exhibit at the event free of fees in the booth of their choice.
BEST OF SHOW
“BEST” OF BEST OF SHOW jill bedford, Photography
kate MOrgan, 2-D Mixed Media
Delafield, WI
Columbus, OH
Robert Farrell, 3-D Mixed Media Venice, FL
Delores Fortuna, Ceramics Galena, IL
Marilyn Cuellar, Drawing Cambridge, MN
Amos Amit, Fiber Los Angeles, CA
Thomas Maras, Glass Minneapolis, MN
Daniel Juzwiak, Jewelry Kalamazoo, MI
Phill Singer, Painting New Britain, PA Jill Bedford
Jill Bedford, Photography
Still Life With Melon
Delafield, WI
Nick Wroblewski, Printmaking
Artist Brunch
Viroqua, WI
Chino Latino, an Uptown hotspot known for its unique menu of “street food from the hot zones,” catered an upscale brunch on Saturday morning of the fair as a thank you to exhibiting artists. This event also served as the awards ceremony, where the “Best of Show” winners were announced and presented with their monetary awards. The Artist Brunch is well known among the artists and is a much sought after treat!
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Chris Beck, Sculpture Dalton, GA
Thomas Blahnik, Wood St. Charles, MN
PERFORMANCE STAGE presented by GO 96.3 Featuring performers from the Twin Cities’ diverse and thriving cultural landscape, the Performance Stage delighted music fans of all tastes. With plenty of seating, many fairgoers enjoyed the entertainment while enjoying the nearby beer garden. This year GO96.3 hosted two amazing bands into the evening on Friday and Saturday night extending the visitors musical experience.
2016 Performers The Dap Squad │ Funk Party Band Demolition Means Progress │ Indie-Rock Jackson and the Roosters │ Folk Rock Dred I Dred │ Reggae Band Matt Hannah │ American Folk Capital Sons │ Rock and Roll The Casey Band │ Indie-Rock The Unlikely Candidates │ Pop-Rock Band Tim Houlihan │ Americana Sisters of the Sahara │ Middle Eastern Dance Uptown Swing │ Swing Dance Mayda │ Soul Pop
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BEER GARDEN presented by Summit Brewing Co.
Fair goers were able to kick back and enjoy a variety of seasonal beer offerings under the warm August sun at the Summit Beer Garden. The Garden is an oasis for attendees with umbrellaed tables and high tops galore so relaxation and libation could go hand in hand. The garden also offers a prime viewing arena for the nearby performance stage where musicians were rocking and dancers were clomping throughout the day and evening providing the perfect outdoor summer experience.
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FOOD VENDORS There is no doubt that we really love our food in Uptown and the variety of dining options in 2016 did not disappoint. There was certainly something for everyone’s pallet including bahn mi sandwiches, fish tacos, baklava, and black bean burgers. And of course, we didn’t forget the hot dogs and potato salad, pizza, cheese curds and the ice cream. Placed throughout the fair there was something for everyone.
2016 Food Vendors Baja Smoothies Ben & Jerry’s Bridgeman’s Ice Cream Common Roots Café Falafel King Filfallah Restaurant Firehouse Foods Foxy Falafel Frio Frio Fro-Yo-Soul Gastrotruck Gorkha Palace Jerry’s Lemonade Kitchen Window Lord Fletcher’s Walleye Wagon Market Bar-B-Que Pimento Jamaican Kitchen Pinstripes Rusty Taco Specific Foods Tom Thumb Mini Donuts
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Kitchen Window Culinary Arts Competition presented by Seward Co-op
Some of the Twin Cities’ hottest chefs and most creative artists battled for culinary supremacy at the culinary arts competition celebrating its 5th anniversary at the Uptown Art Fair. Teams were given three key ingredients and a secret ingredient with 30 minutes to design a unique and flavorful dish and a matching piece of visual art. Local food, art and media personalities made up the panel of judges with the winner being crowned on Sunday afternoon.
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Kitchen Window Culinary Arts Competition presented by Seward Co-op
PARTICIPATING CHEFS & ARTISTS CHEF Drew Ledo | Aster CafĂŠ Frederic Bermond |The Commons Hotel
Chris Ikeda | Lake & Irving Matt Lepisto | Town Hall Brewery
Chef Joshua Hedquist & Rhea O'Shion
Victoria Welch Amanda Vallone Karla Bradley Kimberly Wetzel
DeSean Hollie
Carl A. Smith
Tortillas Mexican Restaurant
Congratulations to the winners of the fifth annual Kitchen Window Culinary Arts Competition!
Melaine Kell
Todd Macdonald | Red Cow
Ricardo Carmona | Las
The Winners
ARTIST
Diana M Keller
Andrew Wilson | Oceanaire
Paul Kellett
Joshua Hedquist | Lela
Rhea O'Shion
Brian Werner | HeyDay
Matthew Mcintosh
Jourdan Morris | Mill Valley Kitchen
Keven Giffin | Spasso Jourdan Morris | Mill Valley Kitchen
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Chris Kirksey Greg Lecker Mercedes Frith
FAMILY IMAGINATION STATION presented by Northern Clay Center
This family activity area was once again a huge hit with attendees as they were given the chance to tap into their inner artist and create a plethora of clay objects All ages were welcome and all projects were fired for our guests at no cost. Ongoing pottery wheel demonstrations were also an integral part of the weekend.
Over 700 projects were crafted with red clay and decorated with colorful slips at the Family Imagination Station. Participants of all ages stopped by to learn about building techniques from one of Northern Clay Center’s fantastic teaching artists. 10 demonstrating artists created all different shapes and size objects on the potter’s wheel throughout the Uptown Art Fair. Over 600 pounds of stoneware clay was utilized in the demonstration area, while teaching artists talked about the process of making pottery and answered questions from Uptown Art Fair attendees.
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TOMORROW’S STARS – YOUTH ART FAIR For the twelfth year, the Youth Art Fair gave young talent a chance to shine at the Uptown Art Fair. Seventy-three promising young artists between the ages of 8 and 18 were given the opportunity to display, discuss and sell their artwork keeping all their earnings. The Youth Art Fair was held inside Calhoun Square on Saturday and Sunday. Works included everything from origami and clay figures to jewelry and glass art. The Youth Art Fair is an excellent opportunity for youth artists to showcase their work and experience an art fair alongside experienced artists. The average sale for the weekend was $284 and the most earned was $1,000.
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FILM AT THE FAIR In partnership with the Film Society of Minneapolis St. Paul and Calhoun Square, The Wizard of Oz played on a thirty-foot screen under a rainbow of stars Friday night of the fair. Guests enjoyed watching this classic film on a beautiful evening outside while enjoying roasted s’mores in the Calhoun Square parking lot in the heart of Uptown.
GIRARD AVENUE ENTERTAINMENT This year, Calhoun Square hosted street performers by various artists on Girard Avenue located in the promenade area behind Calhoun Square. These events were held all day on Saturday with numerous activities for all to enjoy. SATURDAY, AUGUST 6th LOCATION: Girard Avenue Alley, on the East side of Calhoun Square. 10:00 am - 8:00 pm FREE face painting and caricature drawings 10:00 am - 8:00 pm Live art by local artists 10:00 am - 8:00 pm Renaissance Festival MN 11:00 am - 6:00 pm Main Street School of Performing Arts 6:00 pm - 7:00 pm Crosstown Community Band
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CHARITABLE PARTNERS TENT The Uptown Art Fair selected 5 local non-profits to be featured during the weekend. These local non-profits created a unique and entertaining space that provided guests of the fair to learn about and connect with charities which make the community special while having some fun at the fair. Each participating charity created an interactive activity or demonstration which made this tent a popular stop during the art fair.
BUSINESS SHOWCASE TENT In an effort to further assist businesses and give them an opportunity to showcase their goods and services, the Uptown Art Fair created the Business Showcase Tent. Local participating businesses offered giveaways and information about their products in services in a large tent located at the top of the Mall in a great location to interact with art fair visitors.
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Metro Transit “Art Pass” The Uptown Art Fair once again partnered with Metro Transit to provide convenient, reliable and environmentally friendly transportation. On Saturday and Sunday during the Art Fair, thousands of attendees downloaded an “Art Pass” prior to the event on www.uptownartfair.com and www.metrotransit.org, or picked one up on site at the Uptown Information Booth or Metro Transit Information Booth. Valid for complimentary bus and metro line rides to the Uptown Art Fair, and the Powderhorn Art Fair. The Art Pass made it easy to enjoy Minneapolis’ premiere arts weekend; over 6,800 rides were taken over those two days.
MY BIKE PROJECT Complimentary Bike Valet For the seventh year, complimentary bike valet services was available for visitors to the fair. My Bike Project offered free bike valet parking to an average of over 1,200 bikes per day, greatly reducing the auto traffic and providing a stress-free parking experience at the Uptown Art Fair. The bike corral conveniently located near the Midtown Greenway allowed our guests to park their bikes for free under the supervision of the My Bike Project volunteers. My Bike Project is a non-profit organization that provies programming and resources to encouraging bicycling and walking in currently underrepresented communities throughout the Twin Cities. The My Bike Project is a program of the Cultural Wellness Center.
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Recycling & Organics Collection presented by Sons of Norway Events like the Uptown Art Fair produce a lot of waste-on average 2.44 pounds per person, per day. It is a challenge for an event of our size to implement waste reduction programs but with the help of the Sons of Norway, a local business located right in the heart of Uptown, we are able to coordinate bottle and can recycling as well as cardboard, plastics and the composing of food waste.
In 2016, 3,360 pounds of recyclables were collected.
VIP Hospitality
As a thank you to our sponsors, the VIP Hospitality Area served as a retreat from the August sun and a break from the hustle and bustle of the fair. Metro Transit graciously opened the doors of its major bus hub for the weekend in support of our sponsors, who were invited to sit down and enjoy a wonderful complimentary lunch and dinner thanks to The Beat Coffeehouse, and Common Roots CafĂŠ & Catering. Our sponsors are essential to the success of the art fair and the VIP Hospitality Area is our way of thanking those who support this event.
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Uptown Information Booth presented by Stutsman Realty, Inc. The Uptown Information Booth, presented by the Uptown Association- the producers of the art fair, is one of the most visited locations during the weekend. Think of the booth as a concierge for the Art Fair and all things Uptown. The huge tent located at the top of The Mall, sponsored by Stutsman Realty, was staffed with knowledgeable folk who were able to answer any or all questions about the event and the surrounding community. Armed with maps, lists and directories, the volunteers were able to help our guests locate sponsors, a particular kind of food at one of our vendors, a special artist whose work they loved or identify who was making music next on the performance stage. In addition, volunteers also distributed Metro Transit Art Passes.
As a bonus, representatives from the Apple Store, were on hand to help fair-goers take a quick visitor survey on an iPad. Everyone who took a survey received a customized bag to carry their wares provided by Stutsman Realty. Each bag was filled with over $200 value of products, coupons and discounts from local businesses, which are gold level partners of the Uptown Association. The data gathered from thousands of surveys during the three days includes information on buying habits, age and gender, income level and attendance frequency and is used to provide valuable insight into the fair goer character in order to understand our attendees and how best to serve them.
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VOLUNTEERS Volunteers play a valuable role at the Uptown Art Fair. The hundreds of volunteers help with a variety of different jobs such as artist registration, beverage sales, artist booth sitters, and much more. The Uptown Association has been dedicated to the community and is proud of the lasting relationships it has formed with volunteers over the years. Families have made volunteering at the Uptown Art Fair a tradition while newcomers are excited to be more involved! Once at the art fair, the volunteers all received a high quality complimentary t-shirt sponsored by The Ackerberg Group. These unique shirts made it easy for patrons and sponsors to ask for assistance when needed during the art fair. Volunteers were also given beverage coupons and Bridgeman’s ice cream. The event could not happen without the amazing volunteers. Their support helps keep this event free to the public and truly makes the whole weekend a huge success.
In September after the art fair, volunteers were treated to a special thank you event held on the rooftop of Cowboy Slim’s Saloon; which included food, prizes, and a special awards ceremony.
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FACTS AND FIGURES Attendance The near perfect weather conditions at the 2016 Uptown Art Fair attracted 381,000 (crowd count calculation). Data is gathered throughout the weekend via public surveys to better serve our audience in years to come. We recognize that the fair draws a diverse audience of loyal attendees and newcomers. 24.4% of our attendees were first-timers in 2016. In addition, 27.8% had attended the event between 4-10 times and 23.6% for more than 10 times. The art fair continues to attract a predominantly female audience of 71.8%. This is advantageous for sponsors in that the reach of their message was maximized while their brand identity was reinforced to return customers.
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UPTOWN ART FAIR RECOGNITION In 2016, the Uptown Art Fair received 10 International Festivals and Events Association (IFEA) Pinnacle Awards, including 5 gold awards. The Pinnacles are the most prestigious special events industry awards and recognize the highest quality in promotional programs and materials produced by IFEA’s more than 3,000 member festivals and events around the world. This is by no means the first time that IFEA has recognized the Uptown Art Fair. Our event has won 145 Pinnacle Awards to date!
Uptown Art Fair 2016 International Festivals and Events Association (IFEA) Pinnacle Awards GOLD GOLD GOLD
Best Miscellaneous Clothing Best Targeted Sponsor Solicitation Proposal – U.S. Bank Best New Promotion Activity – Inside the Uptown Art Fair
GOLD
Best Press/Media Kit
GOLD
Best Media Relations Campaign – Artist Brian Delozier
SILVER
Best Money-Making Idea – CANvas Uptown
BRONZE
Best Commemorative Poster
BRONZE
Best Sponsor Partner – U.S. Bank
BRONZE
Best Community Outreach Program – CANvas Uptown
BRONZE
Best New Event – CANvas Launch Event
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CANvas UPTOWN
CANvas Uptown was a community art activity sponsored by the Uptown Association for local businesses and organizations to showcase their products and services while driving traffic to their doorstep prior to and during the Uptown Art Fair. This fun project involved businesses decorating one-gallon metal cans or “hiring� an artist to decorate for them. This promotional activity along with a celebratory launch event in June created a pre art fair buzz, highlighting the Uptown community and its dedication to the arts and increased the number of visitors as well as created curiosity for current customers. Fifty-nine businesses participated with over 95 decorated cans displayed throughout the Twin Cities. Many participants offered special incentives during that time which brought customers through their door to look and admire the cans. The cans were auctioned off online with proceeds going towards programs and services which benefit the entire community.
American Apparel
Calhoun Square Endeavors
Juut Uptown
Pinot's Palette
A Lash Above The Rest
CB2
Keller William Premier Realty Lake Minnetonka
Salon Levante
Arc'teryx Minneapolis
Columbia Sportswear
Kitchen Window
Salon Sa Bel
Art Force
Community Connections Partnership
Knights Chamber
SEE Eyewear - Uptown
Art Materials
ComedySportz
KP's Upkeep Boutike
Shane Anderson Art Gallery
ARTrageous Adventures
Denison Parking
Lake & Irving
Sharp 360
AT&T
Digs
Lotus 21 Salon Studio
Spectacle Shoppe
Aurora Spa
FLOR - Uptown
Magnetic Originals
The Beat Coffeehouse
Blowdry!
Fruchtman Law Office
Blush by Kay
Game Stop
Mary M. Trondson Insurance Agency Inc. Midwest Makeup Supply
Bottle & Bottega
Goorin Bros. Hat Shop
MidWestOne Bank
Twin City Group
Bremer Bank
Hypola-Aps Cellphone Accessories
Mint Print
Uptown Church
Bryan Paschke Keller Williams Realty Integrity Lakes
Jimmy John's
Minuteman Press Uptown
Visionworks Uptown
Calhoun Nail Spa
John Fluevog Shoes
Penzeys Spices
Vork Real Estate Group
Julia Moss Designs
Peoples Organic
Walgreens
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Timberland Tum Rup Thai
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PROMOTIONS, MARKETING, AND PUBLIC RELATIONS Prior to and during the event, the Uptown Art Fair strategically utilizes a wide variety of channels to garner attention and maximize attendance. Preview events, social media, paid advertising, and a complex public relations campaign coordinated by Bellmont Partners round out our efforts. Employing diverse outreach tools and having strong partnerships with the media ensures that we continue to create anticipation and interest in the Uptown Art Fair.
2016 MEDIA COVERAGE NUMBERS ONLINE Total online mentions, news stories and calendar listings Total impressions Ad equivalency TELEVISION Total TV mentions, news stories and calendar listings Total audience reach Ad equivalency PRINT Total print mentions, news stories and calendar listings Total audience reach Ad Equivalency RADIO Total radio mentions, news stories and calendar listings PR NEWSWIRE Total online mentions Total impressions Ad equivalency SPONSORSHIP Total ads placed Total audience reach Total Ad equivalency TOTAL OVERALL HITS TOTAL OVERALL IMPRESSIONS TOTAL OVERALL AD EQUIVALENCY 28
56 32,159,269 $8,039,817 61 2,283,767 $763,698 12 10,881,595 $2,720,398 22 245 websites 90,073,116 $22,518,279 33 13,336,894 $935,607 429 148,734,641 $34,977,799
ONLINE
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TELEVISION
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37
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40
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RADIO
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Pr newswire OVERVIEW PICKUP
TRAFFIC
Total pickup:
245
Followers:
259
Release Views:
629
Total potential audience: Exact match visitors/Day Web crawler hits:
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90,073,166 90.1M 22,417
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SPONSORSHIP
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SOCIAL MEDIA
2016 Facebook Activity Likes
Reach
Impressions
# of Posts
17,136
50,108
96,755
82
2016 Twitter Activity Tweets
Tweet impressions
Profile Visits
Mentions
154
42,907
4,173
205
2016 Instagram Activity Posts
Followers
Tag #UptownArtFair
155
455
2,627
TOTAL IMPRESSIONS
142,289
Can you find all the “Best of” Artist at the Uptown Art Fair?
New this year – follow the Uptown Art Fair on SnapChat!
On Friday, August 5th, judges will walk around the Uptown Art Fair and award prizes to each artist that has created the best art in their respective category. There are 12 “Best in Category” awards (one for each art category) and one “Best of Show” winner. Your task is to find all 13 artists and the 2016 Commemorative Artist and post a photo to Twitter using #ArtFairGo for a chance to win a fantastic Art Fair prize package.
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ON-SITE IMPRESSIONS
Event Programs Commemorative Prints Promotional Posters Sponsor Maps Food Vendor Meeting Invitations Sponsor Luncheon City Offical Review Meeting Food Vendors Volunteer/Artist Headquarters VIP Hospitality Beer Gardens Performance Stage Youth Art Fair Recycling/Composting Culinary Arts Stage Signage/ Merchandise Banners Uptown Information Booth Sponsors Stanchions CANvas Uptown Film at the Fair Charitable Partnership Tent Business Showcase Tent Medical Tent 20’ Paint Cans (2) Steel Drums Art Street Signage Calhoun Square Entrances Street Intersection Banner Performance Stage Directional Map/Arrows Artist/Volunteer Registration Public/Reserved Parking Family Imagination Station Commemorative Print/Merchandise Sponsors Sandwich Beer Gardens Board Signage Youth Art Fair Culinary Arts Stage Uptown Information Booth Girard Avenue Entertainment Visit Local Businesses Bike Valet Charitable Partnership Tent Business Showcase Tent
40,000 150,000 40,000 1,200 4,800
3,400,000
7,000,000
8,620,000
Artist Permits Best of Show Banners Best of Show Awards Artist Award Checks Invitations Inserts in Vendor Instructions Packets Menus Parking Passes Artists Registration Sponsors Packets Volunteers Daily Newsletters Artists and Assistants Credential Staff/Art Fair Board Badges / Sponsors Lanyards City Officials Uptown Information Booth Shirts Staff/Art Fair Board Shirts Merchandise Recycling Shirts Volunteer Shirts Youth Art Fair Shirts Artist City Officals Food Vendor Guides Know-It-All Sponsor Volunteer Food and Artist Beverage Sponsors Vouchers Volunteers Uptown Information Booth Artists Surveys Visitors Vendors
TOTAL ON-SITE IMPRESSIONS
50
14,750,000 600,000 420,000 110,000 63,000
2,600 2,000 2,850,000
2,325,000
3,275
2,700 4,600,000 15,000
44,999,575
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52
RESULTS AND OUTCOMES Total attendance:
381,000
Total print impressions:
10,881,595
Total print publicity value:
$2,720,398
Total TV audience reach:
2,283,767
Total TV ad equivalency:
$763,398
Total online impressions:
32,159,269
Total online publicity value:
$8,039,817
Total Metro Transit Art Pass impressions:
15,100,000
Total on-site impressions:
44,999,575
Total advertising equivalency including sponsors: Total TV story count:
$34,977,799 61
Total number of artists:
323
Total number of volunteers:
613
Total number of international awards won:
53
10