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PROJECT SCOPE OF WORK
<br /> Fully describe the project. Expand your summary paragraph from page one to address such Issues as:what it is you wish to do; who will
<br /> benefit and why and how;beginning and ending dates of your project; and what measures you will apply to evaluate its success. If you are
<br /> requesting funds for a specific portion of a larger project, please so state but focus your response on the element for which you are
<br /> requesting funding assistance. This section requires that you to establish,in a clear and quantifiable way,that your project will sustain or
<br /> enhance one or more aspects (to be identified by you)of tourism In the City of Everett. Proposals from projects that can prove they will
<br /> generate overnight stays are preferred. Please coordinate your project's milestones with the time line on page 7 of this package.Please
<br /> also show any other funding received or requested for your project.
<br /> We wish to build awareness of the Schack Art Center as a cultural destination in Everett and as a regional leader
<br /> in visual arts. Advertising will focus on opportunities to engage in and enjoy the creative process through gallery
<br /> exhibits and annual events, glassblowing experiences along with opportunities to create art onsite. The proposed
<br /> marketing campaign highlights art opportunities throughout the year to keep the eyes of"arts and culture lovers"on
<br /> Everett year-round! Schack staff will work with area hotels and businesses to promote overnight stays in relation to
<br /> the following:
<br /> Exhibits run Jan-Dec. Marketing will focus on four exhibits. The Juried Show, Mar 8—Apr 14, a biennial
<br /> favorite that features new talents and new works from renowned favorites. Summer then brings the
<br /> Exhibits/ Japanese American Internment Camp Exhibit, concurrent with the Artist(s) of the Year Exhibit. Chris
<br /> and Jan Hopkins, local artists with national acclaim, collaborated on both exhibits. Oct 4—Nov 3,the glass
<br /> Art making exhibit opens in coordination with the Pilchuck Glass Auction and Collectors Tour to feature Steve Jensen
<br /> experiences and the 2017 Pilchuck Emerging Artists in Residence. The season closes with the Holiday Show, Nov
<br /> 15—Dec 29,featuring the NW Pastel Society along with regional potters and glass artists.
<br /> Year-round art classes including high demand Make it Now glassblowing classes, allow visitors to step into
<br /> the studio and create art with artist(s).And, holiday shopping delivers one of a kind art for gifting.
<br /> Aug 18-19. Fresh Paint, Everett's premier art festival, lines the marina promenade with demonstrating
<br /> artists and features a Float Find on Jetty Island, along with Make it Now blown glass floats at the Schack.
<br /> Partnerships with the Port of Everett, Everett Parks and Recreation, and local businesses, restaurants and
<br /> Festivals/ hotels expand enticements for visitors.
<br /> Events Sept 13-23. Schack-toberfest celebrates fall with a Glass Pumpkin Patch, Make it Now blown glass
<br /> pumpkins and family days of art making fun. For one night of the festival, guests 21+take over the Schack
<br /> for a Pints n'Pumpkin party that spotlights local breweries, restaurants and musicians. Partners include:
<br /> Lombardi's, Scuttlebutt's, Lazy Boy and Diamond Knot, Snohomish Festival of Pumpkins and Everett
<br /> Music Initiative.
<br /> All exhibits and events are promoted on the Schack Art Center website, www.schack.org, and social networking sites, i.e.
<br /> Facebook, Twitter, and Instagram. Web visitorship averages 9,000 unique visitors per month, with activity doubling the
<br /> weeks prior to Fresh Paint and Schack-toberfest. Links are included to the County's tourism site and City of Everett event
<br /> calendars. Email announcements are also sent to 9,000 individuals, 45 media agencies and 30 community calendars. And
<br /> with funding,we will promote in/on:
<br /> Newspapers/Magazines:
<br /> • Seattle Times: print&digital display campaigns,with 6.4 million unique,tech savvy visitors
<br /> • Seattle Stranger: print&digital campaigns read by more than 250,000 people of all ages in Seattle.
<br /> • The Herald: readers in Snohomish and Island Counties and the quarterly WA. Coast magazine with affluent, university
<br /> educated subscribers as far away as Texas, ages 35-65
<br /> • Seattle Magazine: most subscribed to city publication in the state, read by190,664 affluent, educated people
<br /> • Encore Media: circulation at Village Theatre in Everett between 9,500 and 15,200
<br /> • Pilchuck Auction Catalog:with around 1,300 print impressions and 20,000+online
<br /> • Art Glass Quarterly: quarterly magazine targeted to glass artists, collectors,galleries, architects and designers
<br /> Bus Tails: Intersection Media Transit ads - primarily tails on Sound, Community and Metro Transit with 900k — 1.5M
<br /> impressions
<br /> Radio:
<br /> • KNKX, Seattle public radio station serving the Puget Sound Region
<br /> • KUOW, Seattle public radio serving Puget Sound,Western Washington and Southern British Columbia.
<br /> Television: KCTS 9 digital and TV ad campaign
<br /> Who will benefit? Why/How?
<br /> • Everett benefits from taxes charged on hotel stays, dining and over$1.3 million in arts related commerce.
<br /> • Everett is showcased as a destination for quality visual arts and unique entertainment/shopping.
<br /> • Local businesses/partners benefit from revenues generated from year-round tourism and cross promotion.
<br /> • Visitors/tourists, artists, and citizens benefit from a rich complement of admissions free art experiences that entice
<br /> them to stay longer.
<br /> Beginning and Ending Dates:The beginning and end dates for this advertising project are Jan 11 -Dec 29.
<br /> Project Evaluation: Evaluations utilize feedback from guests, participating artists, event partners and sponsors, hotel
<br /> staffs, as well as art sales.Visitors are counted daily using a clicker at reception and/or ticket sales/class registrations; and,
<br /> zip codes are collected at the point of sale. This allows staff to document guests who travel from out of county and more
<br /> than 50 miles, along with hotel stays (if information is offered). Final reports are then presented to funders and the Schack
<br /> Board of Directors.
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