Draft presentation v3

Leadership Arts
Class Project 2011-2012

PROJECT PROPOSAL

FOCUS ON FAIR PARK

Focus on Fair Park
Marketing Strategy

Increase visibility of
Fair Park’s amenities
and features to the
Metroplex and drive
visitor traffic to the
Friends of Fairpark
website

Part One – Introduction to Fair Park

What is Fair Park?
 African-American Museum
 Museum of Nature & Science/TI Founders IMAX® Theater
 Children’s Aquarium at Fair Park
 The Hall of State
 Texas Discovery Gardens
 Texas Museum of Automotive History
 South Dallas Cultural Center
 Music Hall at Fair Park
 Gexa Energy Pavilion
 Magnolia Lounge
 Fair Park Band Shell
 The State Fair of Texas
 The Cotton Bowl stadium
 Summer Adventures in Fair Park (coming in 2013)
 Swan Boats
 The Dallas Historical Society

Intro: Organizations at Fair Park
African American Museum

 founded in 1974
 preserves and displays African American artistic, cultural and historical materials
 facility built in the shape of a cross, made of ivory stone
 available for rental (up to 300 people)
 outdoor sculpture garden

The Hall of State

 owned by the City of Dallas
 home of the Dallas Historical Society
 built for the 1936 Texas Centennial Exposition
 constructed of Texas limestone
 beaux arts style of architecture
 available for rental

Music Hall at Fair Park

 owned by the City of Dallas
 home of the Dallas Summer Musicals
 opened in 1925
 3,420 seats
 Spanish Baroque style with Moorish architectural influences
 dining room offers views of Fair Park

African
American
Museum
Caption with details

Music Hall at
Fair Park

The Hall of
State

Magnolia Lounge

 Bullets needed here

Gexa Energy Pavilion

 Owned by LiveNation

South Dallas Cultural Center


Gexa Energy
Pavilion
Formerly:

== Coca-Cola Starplex

== Smirnoff Music
Centre

== Superpages.com
Center

Museum of Nature and Science

 preserves and displays African American artistic, cultural and historical materials
 facility built in the shape of a cross, made of ivory stone
 available for rental (up to 300 people)
 outdoor sculpture garden

Children’s Aquarium

 home of the Dallas Historical Society
 built for the 1936 Texas Centennial Exposition
 constructed of Texas limestone
 beaux arts style of architecture
 available for rental

Texas Discovery Garden

 home of the Dallas Summer Musicals
 opened in 1925
 3,420 seats
 Spanish Baroque style with Moorish architectural influences
 dining room offers views of Fair Park

Permanent Exhibits
Children's Museum at the Museum of Nature & Science
Galleries and programs
Putting DNA to Work
Encourages visitors to examine DNA sequences and see how that knowledge
can be used to unlock the secrets hidden in our genes
Your Incredible Body
Your Incredible Body is a brand new addition to the permanent galleries
Paleontology Lab
Examines fossils brought back from the field for preparation
Texas Dinosaurs
Life and death in the Big Bend examines dinosaurs that once lived in Texas
Wildlife Dioramas
View the Museums four distinct wildlife diorama halls
Little Urban Farm
Illustrates to children and families the crucial role that farms play in our lives
Lagoon Nature Walk
Explores the Leonhardt Lagoon Nature Walk

IMAX and Planetarium

Science School at the Museum

Permanent Exhibits
Freshwater Zone
Creatures from the lakes, ponds and rivers that surround the places we live
Intertidal Zone
Home only to those species that can endure the regular pounding of waves
and the climate changes from the tiadal hights and lows.
Shore Zone
Like the Intertidal Zone, this area contains creatures that are greatly affected
by the changing tides and frequent beach visitors including some familiar
crawling creatures and a fish that walks the sea floor.
Near Shore Zone
Snake-like eels to creatures with eight arms and hard shells
Offshore Zone
Unusual creatures from the very deep ocean waters
Stingray Bay
Children and adults are invited to feed the stingrays

Sleeping with the Fishes Aquarium Overnights

Day of the Week Fish Feeding Demonstration

Rosine Smith Sammons Butterfly House &
Insectarium
Everyday at noon there is a daily talk and butterfly release as newly-
emerged butterflies are introduced into the conservatory. The amount
of butterflies released varies daily, based on how quickly they emerge
after the Gardens receive the pupae. Pupae (chrysalises) are shipped in
weekly from local farms in the U.S., El
Salvador, Colombia, Suriname, the Philippines, and Malaysia.

Permanent Gardens
Benny J. Simpson Texas Native Plant Collection
Texas native plant collection demonstrating 20+ research, representing 345 plants
Certified Butterfly Habitat
Designed by one of Dallas’ most prominent landscape architects in the 1950s and
1960s, this tranquil spot demonstrates how easily society can attract and support the
complete life cycle of Dallas’ native butterflies
Circular Lawn, Callier Garden & Leftwich Pond
Designed by architect of the Benny J. Simpson collection, this collection, based on a
series of overlaying arcs and circles, features numerous plants, trees, fountains and a
pond with aquatic plant life.
Earthkeeper's Vegetable Garden
Children use their senses to investigate seasonal vegetables and fragrant herbs.
Faerie Blanton Kilgore Rose Garden
This intimate, fragrant garden has plantings of antique and fragrant roses along with
a delightful selection of perennials.

Permanent Gardens
Grand Allee du Meadows
Funded and named by the Meadows Foundation, this garden is the most formal in
the collection, lined by Savannah hollies and featuring a seasonal fan of color behind
the show fountain. Butterfly host and nectar plants are interspersed throughout.

Heirloom Garden
The Heirloom Garden contains a selection of plants great-grandmothers would have
been familiar with.
Scent Garden (Marianne Scruggs Herb Garden)
The ground’s first garden, patterned after a London herb garden, was originally
designed to be used by the blind. Guests are encouraged to explore this area with all
their senses.
Shakespeare Garden
A Shakespeare-inspired garden is arranged in concentric circles
Recent Exhibit
The Nature of Art, featured art resulting ―when the artist’s inspiration is applied
to gifts from the earth and nature [e.g., beeswax, tree resin, twigs, and sand].‖

State Fair of Texas
 State Fair of Texas is the organization responsible for producing the well-known event of the same name. A 24-day showcase of
entertainment, exhibits and competition, it's presented in Dallas each fall in historic Fair Park, a 277-acre complex recognized for
its beautiful landscaping and unique collection of art deco architecture.
 Founded in Dallas in 1886 by a group of civic leaders who wanted to focus attention on their young city's accomplishments and
prospects, the State Fair of Texas has consistently offered its visitors a first look at the newest and best in products and
performances.
 Many national corporations and local businesses participate in the Fair as sponsors and exhibitors. The event's total economic
impact on the Dallas/ Fort Worth area has been calculated at more than $300 million annually. State Fair of Texas, Inc. is a
private, non-profit corporation. It receives no funds from state, federal or local government and is entirely self-supporting.
Programs and policies are set by a 55-member board of directors.
 The State Fair of Texas is an annual state fair held in Dallas, Texas (USA). The fair season usually begins the last Friday in
September and ends 24 days later. The fair is held at the historic Fair Park where it has been held since 1886. The 2012 State Fair
of Texas will run from September 28th through October 21st.
 The State Fair of Texas is the largest state fair in the United States by annual attendance, with 2,618,500 attendees in 2010.
However, the Minnesota State Fair has a higher average daily attendance. The fair no longer tracks attendance by ticket sales — the
numbers always underestimated attendance due to the practice of free entry for local schoolchildren and senior citizens on certain
days — the fair's past estimates by various methods consistently suggested more than 3 million people visit the fair annually. Its
212-foot (65 m) Texas Star Ferris wheel has been the largest in North America since it debuted in October 1985, just months before
the Texas Sesquicentennial. As of 2003, the fair's marketing director estimated that the fair was bringing about US$350 million
dollars into the Dallas economy.
 Traditionally, one of the centerpieces of the fair has been the annual college football game between Oklahoma and
Texas, nicknamed the Red River Shootout (historically known as the "OU-Texas Game") and played in the Cotton Bowl at Fair
Park. Also, the State Fair Classic, featuring Grambling State University and Prairie View A&M University, is played at the Cotton
Bowl during the fair.
 The State Fair of Texas is the only fair in the country to include a full blown auto show, dating back to 1904!

Annual Events at Fair Park (in chronological order)

 Ticket City Bowl – The Cotton Bowl at Fair Park is now hosting the Ticket City Bowl early in January and has successfully
done so for the past 2 years.
 North Texas Irish Festival – Every March this festival claims the title of "The Largest Celtic Event in the U.S. Southwest". It is
a three-day celebration featuring music, folk dancers, storytelling and educational programs. Attendees can also trace their Gaelic
roots back to the other side of the Irish Sea at the colorful Scottish Village. This year's theme is "Harps and Fiddles‖.
 Dog Bowl – This free even is hosted by the Cotton Bowl in May. Highlights include: live music, agility courses, splash pool for
cool pups, and a pet/owner look-a-like contest. Local dog clubs, rescue groups and other animal welfare organizations attend,
offering services ranging from pet education to special pricing on vaccinations and microchipping. It is a great opportunity for
corporate sponsorship and linking business owners with prospective customers; veterinarians and groomers can share tips and
local shelters can showcase their adoptable animals. Parking is only $10, and public transportation is available.
 CityArts Festival – In May the ARTFEST attracts more than 200 visual artists from throughout the country as well as huge
audiences of art aficionados. In addition to the juried art show, a collection of antique cars and out of town Art Cars will be on
display throughout the weekend. This year's event will include outdoor film screening after dark with multiple stages for music,
dance and other performing arts.
 Fair Park Fourth – On the 4th of July this free event runs from 4p.m – 10p.m. All Fair Park museums offer free or reduced
admission from 4p.m. – 7p.m., there is a Bellagio-style "dancing water" show, a Dallas Wind Symphony patriotic concert, and an
amazing fireworks show making it a great family day activity.
 State Fair of Texas – This is the largest event at Fair Park and takes place the first 3 weeks in October. It generates over
$350 million encompassing the entire fair grounds with live music, amusement rides, local food vendors, and livestock
competitions.
 Southwest Airlines State Fair Classic – In the 1st week of October the Cotton Bowl hosts the showdown between
Grambling State University of Louisiana and Prairie View A&M University.
 AT&T Red River Rivalry – In the 2nd week of October the Cotton Bowl hosts the Red River Shootout between the Texas
Longhorns and the Oklahoma Sooners.
 Metro PCS Fair Park Holiday – An annual even in November gets the city into the holiday spirit by showcasing a Christmas
tree lighting, fireworks display and live music. There is also a Santa's Workshop entertainment center which offers free crafts and
pictures with Santa. The area is decorated with thousands of lights and a gift market where local craftspeople could sell their
wares. Concessions range from pizza to churros, and include hot chocolate and buffalo chicken in a flapjack.

Part Two – Class Project: Focus on Fair Park

Business Friends of Fair Park

A program to drive mutual success of Fair
Park and supporting businesses through
reciprocal website linkage and signage:
Increase visibility of Fair Park’s amenities and
features to the Metroplex and drive visitor traffic to
the Friends of Fairpark website


 Value proposition to businesses:
 Use of the ―Business Friends of Fair Park‖ branding on their website and
storefront (see details below), which gives them a credible connection to
the community
 Inclusion of a link to their website on the list of business friends on
fairpark.org

 Value proposition to Fair Park:
 Website linkage to fairpark.org on business websites to drive traffic
 Signage in storefronts raises visibility of Fair Park

 Target markets:
 Businesses in Fair Park vicinity (Deep Ellum, South Dallas, East Dallas,
Downtown)
 Businesses in connection points to Fair Park, such as Mockingbird
Station and other DART connectors


Program would include:

 Business ―Friends‖ would pay nominal annual fee (e.g.
$100) to Friends of Fair Park and receive:
 Graphic emblem (electronic) to include on their website with link to
fairpark.org
 Signage to include in their storefront

 Fairpark.org ―Business Friends‖ section
 Linkage to websites of businesses

 Potential physical signage at Fair Park entry/exit points

Sustainability & Viability

Overview:
create a community sponsorship program
that generates revenue to account for lost
marketing budget

Other possibilities:
This program may be replicable for other
arts organizations

Marketing Strategy

Goal:
Increase visibility of Fair Park’s amenities and features to the Metroplex and drive visitor traffic to the
Friends of Fairpark website

General Marketing Strategy:
Provide publicity to events, opportunities, activities and hidden treasures within the Park through a
variety of marketing methods including, but not limited to:

 New Photography
 YouTube Videos
 PSA Campaign
 Billboards
 Posters/‖Paper the Town‖ Campaign
 Events Destination Promotional Package
 Day at Fair Park Tour Guide
 Children’s activity book or coloring book
 Parent guide to events/museums
 Website Updates
 Flash/Interactive map
 Search engine optimization
 Re-organization of calendar (list with photos and hyperlinks by month)
 Museum hours of operation on main homepage

Marketing Strategy

Challenges:
 Fair Park currently has no marketing budget with COD

 Limited staff and financial resources for Friends of Fair Park

 Website resources are limited to single individual staff for updates/enhancements

 Event marketing is growing with additional special events but little is done to market the Park as daily
destination

 Perception of safety in the area is negative

 Budget:
 Photography: $1,500-$2,000 ($100-150/hr)
 YouTube videos: $5,000
 Website updates $3,000
 Billboard $25,000 - $35,000
(3-18 faces, 4 week period, rates vary based on location, number of faces)

Parent & Family Engagement

Online Touring Plans
 Simple Downloadable
 Pre-Set Touring Plans of Permanent Exhibits
 Special Event/Seasonal Plans
 Recommendations

 Complex:
 Example: http://touringplans.com/plans/13189
 Customizable
 Interactive


Categories of Interest
 Pull-down Menu or Matrix
 Age
 Interest
 Example: http://www.gifts.com/ideas/children

Coloring or Activity Book
 Free Distribution to Local or Suburban
Restaurants
 School Use

Did you know that
butterflies are
released at 12:00
noon every day at
Texas Discovery
Gardens at Fair
Park?

Search Engine Optimization / Raising Awareness

 Raising Online Profile of FairPark.org Website
 Search Engine Optimization
 This involves making ―back end‖ changes to the coding of the website, as
well as adding content, targeted toward increasing the likelihood that it will
be retrieved with high ranking in organic searches
 Google Adwords Keyword Advertising
 This involves bidding on keywords, which, when searched, will retrieve
sponsored ads
 Encourage local businesses to link to their website from their homepages
 User-Friendly Updates to Website
 Replace PDF map with an interactive map.
 Re-organization of calendar to include photos and hyperlinks.
 Adding museum hours to homepage.
 Improve site performance and structure. This would include, among other
things, updating the website’s software to increase processing speed.

Search Engine Optimization / Raising Awareness

 Action Items for LAI
 Utilize expertise within LAI to implement as many of initiatives ourselves as possible.
 Vet, hire, and consult with outside internet marketing firm as needed.
 Oversee implementation of agreed-upon initiatives.
 Contact local businesses and asked them to link to the website.
 Budget
 For the search engine optimization, we were unable to receive ball park estimates from a
service provider in time for this presentation. It is our hope that members of LAI would be
able to leverage our contacts to arrange to have these services donated. Each of our
companies likely already uses a provider of these services for its company website. There
are some simple improvements we can probably make with no significant cost.
 Google Adwords keywords are obtained through an auction process, so we can tailor our
keywords to fit our budget.
 Creating an interactive map would likely cost between $1,000 and $5,000, assuming we are
unable to get these services donated. Enhancing the existing calendar is a simpler and
would likely cost less than the estimates for the interactive map.
 Timeline
 We anticipate that all of these initiatives can be completed by May

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