Carefree Truth

                                              Issue #485, May 13, 2016

 

Marketing Director Gina Kaegi began her presentation by explaining that her job is multi faceted.  She is responsible for creating a strategic marketing plan, communications, event marketing and management, media buying and placement, advertising campaigns and print management, media/public relations (PR), partnerships, budget forecasting, website management, content marketing, community affairs, art direction, managing free lancers, metrics, copyrighting, and acting as a liaison with tourists.  Her goals are to define the brand identity as marketing is increased, entice visitors and residents to visit the downtown area, strengthen the Town's associations with the small businesses and the Chamber of Commerce, maintain the integrity of Carefree and build a sense of community while supporting economic development efforts.

 

 

 

The changing demographics justify a robust calendar of events such as the partnership with Ray Villafane and the Sunday Concerts.  These are communicated using the Town's website and newsletter which incorporate formal branding standards and an integrated marketing mix to promote improved economic development. 

 

 

 

Revitalization efforts include media awareness, digital marketing campaigns, budget management, and evaluation of outside Festival promoters.  These revitalization efforts target the demographics in the identified "sustainability circle" north of SR 101, with a population of 82,150, including families.  This is an affluent area with typical annual incomes ranging from $87,000-$102,000.  The average residents are men and women aged 35-54 who are health and wellness conscious.  The advertising net will be cast wider this year.  The Pumpkin Festival brought all ages to Carefree, from kids to parents to grandparents.

 

 

 

New logos were designed for the Town and for the Desert Gardens using color, and signage was placed in the Gardens.  These formal branding standards are being used consistently to increase recognition and to build expectations to the destination. 

 

 

 

The Town is continuing to offer programs and to develop a culture to support the Health and Wellness initiative.  A partnership with the YMCA provides Yoga in the Gardens, and Tai Chi classes are offered every Wednesday. 

Future health screening, blood drives, and spa/health/wellness/exercise events are planned.  

 

 

 

The Town is continuing to develop relationships with the media, using the Meltwater Media Outreach and Monitoring Database.  Kim Prince, owner of Proven Media which is located in Carefree, has been a valued partner due to her existing relationships with members of the Valley media.   Important goals are to generate a large amount of "earned media placements" and to boost interest in events, local businesses, real estate development, and human interest stories.  The new website, www.visitcarefree.com, which rolled in www.carefree.org, launched in August of 2015.  This site gives a glimpse into the culture of the Town, and contains calendars, newsletters, and press releases. Mrs. Kaegi thanked Jim Keen, a fellow staff member who helps maintain the site.

 

 

 

Digital marketing attracts the most in the targeted demographics.  This was how ESPN found Carefree and many learned of the Pumpkin Festival.  Search engine keyword marketing boosts traffic.  Use of social media has increased and banner ads have been placed on national sites for site targeting.  Facebook social media has proven to be a very successful tool.  By April 15th of this year, Carefree had received 2000 Likes.  People are engaging, sharing photos and talking about their experiences.  Carefree has opened new accounts on YouTube and Instagram.

 

 

 

Print strategy includes media buys that highlight the Gardens and Arts Events, targeting a mix of locals and tourists.  Quality events will be ticketed with consideration of a cost recovery model, and those will be advertised in the higher end publications.  Because he is a world renowned artist, Ray Villafane's events will be marketed in destination publications.  Maps of the businesses and a Gardens Directory will be posted within new kiosks positioned in high traffic areas of the Gardens.

 

 

 

The term "earned media" refers to free placements.  During the 2015/16 season, both the Pumpkin Festival and the Christmas Festival received earned media.   Because of Ray Villafane's "World Artist" status, the Pumpkin Festival was featured in Phoenix Magazine's "Top 10 Things To Do In October" and was on the front cover of Images AZ magazine in October.  The Valley Guide featured the pumpkins, as did the October issue of Phoenix Home and Gardens, and there were continuous editorials in the CITYSunTimes.  Over $80,000 of free publicity was provided by the local TV stations in the Valley, all of which were up to Carefree at least twice.  Carefree and the pumpkins were given a 25 second spot during the first half of the Super Bowl playoff in Glendale, valued at $1.5 million.  Each year, TV stations come to Carefree to do features on the Christmas Festival.  The Christmas Festival also generates free print publicity for Carefree. 

 

 

 

Mrs. Kaegi suggested continuing to buy ads in Images AZ Magazine, Arizona Key Tourism Magazine, the Valley Guide, 101 Cool Things To Do In Summer, and the Spring Training Guide.  She proposed adding high end glossy publications Phoenix Magazine and the Travel Guide in Phoenix Magazine, as well as Phoenix Home and Garden Magazine.  The Town will continue to advertise in local newspapers the Scottsdale Republic, the CITYSunTimes, and the Sonoran News. 

 

 

 

The event strategy is to deliver a unique experience that entertains and engages visitors and residents of all ages so they desire to return.  Next season will be focused on improving the experience, building and engaging the community, developing a defined culture, inspiring communication, meeting and talking to new visitors, providing local information, involving, engaging and teaching, unfolding new ideas, and building a cost recovery model. 

 

 

 

2016/17 Seasonal Event Calendar:

    Fall

        Enchanted Pumpkin Garden (Oct. 15-31)

        Farmers Market (Oct.-May)

        Thunderbird Artists Fine Art (Nov. 4-6)

        Veterans Day (Nov. 11)

        Magic Bird Thanksgiving Art & Indian Market (Nov. 25-      27)

    Winter

        Christmas Festival Preview Night (1st week of Dec.)

        9th Annual Christmas Festival (Dec. 9-11)

        Thunderbird Artists Fine Art (Jan 20-22)

        Magic Bird Valentines Festival (Feb 10-12)

    Spring into Summer

        Garden Spring Fling (Feb 25th or March 4th)

        Thunderbird Artists Fine Art (March 17-19)

        Sand & Stone Exhibit with Ray Villafane (April-June)

        Kiwanis Splash Park Opens (April 1)

      

 

 

"White Tent" Art and Craft Festivals present parking challenges, and create wear and tear on the Gardens.  An abundance of these shows around the area in the 2015/16 Season caused many artists to feel there was an over-saturation which diluted attendance and sales.  Carefree will concentrate on quality over quantity next Season, and on presenting quality entertainment, which is considered a unique loss leader.  A consistent thematic element will be sought.  Thunderbird Fine Art has a 24 year history with Carefree.  Magic Bird Festivals provides seasonal gifts with shows around Thanksgiving, Christmas, and Valentine's Day.  

 

 

 

The free Sunday Concert Series received overwhelmingly positive feedback, averaging 350 attendees.  Rather than interspersing them throughout the Season, the Sunday concerts in 2017 will be held on April on 2nd, 9th, 16th, 23rd, and 30th.  This compliments the "shoulder season", doesn't conflict with any festivals, and works in conjunction with Ray Villafane's planned sand and rock sculpture displays.  There will continue to be sponsored food and drinks, as provided in the 2016 Season by Bodega 13, and quality entertainment will be maintained.  

 

 

 

As Carefree continues to grow and evolve, the Town will continue to refine, evaluate and grow the Enchanted Garden Pumpkin Festival and the Christmas Festival, the two signature events synonymous with the Carefree brand, and will present a cost recovery model that works.  People attract more people, which attracts new businesses.  Future suggested discussions include Movie Nights in the Sanderson Lincoln Pavilion, possibly including food trucks, and signature ticketed entertainment.  Ray Villafane will attract other art professionals in their fields.  

 

 

 

Carefree hosted 35+ events during the 2015/16 Season.  Event management for next Season will include new applications outlining rental/insurance/conditions of use agreements designed to protect Town assets.  There will be more comprehensive facility management services, possibly utilizing a 3rd party to help with event logistics, security, etc. 

 

 

The proposed Marketing Budget bottom line is $461,250.  This equates to 62% for events, 20% for print advertising, 9% for digital advertising, 7% for PR/Communications/Creative, and 2% for Miscellaneous.

 

https://vimeo.com/164031329 

 

 

 

Lyn Hitchon

 

 

 

Prepared by Carefree Truth

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