Loading...
10-10-2011 Presentation: Woodburn FiestaFiesta mwicana 40 • — T000d &,r" CELEBRATING FAMILY AND CULTURE AREA CHAMBER OF COMMERCE ALWAYS FRESH DISCOVERIES 2011 WOODBURN FIESTA MEXICANA REPORT September, 2011 Amazing entertainment, double the vendors, and triple the sponsors created a 25% attendance increase to an estimated 15,000 guests at the 2011 Woodburn Fiesta Mexicana. These are the highlights of the three day celebration of our unique Mexican culture: Music and dancing daily on the Family Stage, surrounded by the Food Court, brought people together to enjoy this festive display. The University of Oregon sponsored this venue, resulting in many youth and parents now realistically aspiring to higher education, perhaps the most long- lasting impact of the 2011 Fiesta. Evening entertainment on the Main Stage drew large crowds all three evenings that filled the stands and covered much of the soccer field. Over 30 food vendors, from traditional Mexican to Chinese to ice cream to, well, if you couldn't find it you weren't hungry! Our first Senior Day on Friday sponsored by PGE gave mature adults the opportunity for reduced admission and special entertainment just for them. An inspiring coronation on Friday night with the Queen receiving a free one - year tuition to Chemeketa Community College valued at $4,500, and an additional $1,000 scholarship from Woodburn Company Stores. The Saturday parade sponsored by Verizon and led by their "Street Team" featured more entries than ever before, with a Mariachi band, numerous cars, clowns, and a large yellow -clad contingent from the U of O. Our first -ever car show drew over 30 entries from low- riders to classics to unique one -of -a -kind vehicles. An exciting soccer tournament sponsored by State Farm Insurance that wasn't settled until a thrilling overtime shootout to determine the champion. We've established a good core of volunteers in charge of key areas that performed admirably in our first effort at leading this event, and most have recommitted for 2012. We surveyed over 400 attendees at the Fiesta, which suggested 80% were Hispanic with 13% Caucasian and 7% other. Most came from Marion County — 83 %, with 10% from the Portland area. The age of our attendees was primarily under 30 at 56 %, and 70% planned to spend more than $20. Entertainment at 52% was the top draw for attendees, followed by the car show at 11 % and food at 10 %. All of this was accomplished through the hard work of many volunteers, led by our co- chairs Kristin Graybeal and Elida Sifuentez. The City of Woodburn provided over $12,000 in in -kind logistical support, and numerous Chamber directors, members, individuals and service clubs pitched in to make this huge event a success. After all the revenues were collected and all bills paid the Fiesta earned a net $18,679.42, increasing the 40% seed money for next year's Fiesta to $7,471.77. The Chamber Board, via applications solicited from the public, will be allocating $3,735.88 to community oriented programs, causes, and organizations. The remainder will support the Chamber's business and economic development efforts in the Woodburn area. Plans are already underway for the 2012 Fiesta August 3 -5. Kellie Lemings, Tourism Coordinator for the Chamber, has agreed to chair the 2012 event. We have hosted both a wrap -up meeting to discuss areas to improve, and a long range planning meeting to brainstorm what we'd like the Fiesta to look like in five or ten years. Some ideas we will pursue are: Develop a mission statement, business plan, policies, procedures, and written instructions for volunteers to guide the 2012 and future Fiestas. Recruit additional volunteers to lead the Fiesta, including vice - chairs for the key areas to provide continuity of leadership for the future. Contract out the major areas of entertainment, the Kid's Zone, sponsor solicitation, and possibly marketing and advertising. This will allow the committee volunteers to focus on vendors, the court, car show, finance, parade, volunteers, senior day, and the soccer tournament. Recruit more local entertainment for the family stage. Strongly consider contracting for a carnival per the survey results, to provide more activities for teenagers. Gain earlier sponsor commitments via the contracting above to better advertise their support over a longer time period. Expand the vendor locations "into the trees" if logistically feasible. Consider a kickoff event, either in downtown Woodburn or a VIP dinner to bring more value to our sponsors. There are two more years remaining on the Chamber's contract with the City to be the lead organizer of the Fiesta. Several of our current and potential sponsors have expressed a desire for a longer -term commitment than two years. If the City wishes to discuss an extension, or how we might accommodate these expressions of longer -term support for our Fiesta, the Chamber board would be open to discussing this topic. September 23, 2011 Dear Woodburn City Council members, It is with delight that I write this letter of support on behalf of the Woodburn Area Chamber of Commerce and their role as coordinators for the Fiesta Mexicana. El Hispanic News is a 30- year -old bilingual publication serving Oregon's Latino population in print and online at www.elhispanicnews.com El Hispanic News has been long -time supporters of the Fiesta Mexicana, as we understand its 48 years of deep history and roots in the Willamette Valley. Over the years El Hispanic News has seen it grow and its leadership change, and for the first time we've seen an event that was more inviting to the entire populations of the Willamette Valley than ever before. We strongly believe in the Woodburn Area Chamber of Commerce and its role as coordinators, as they have brought forth a very different level of professionalism and organization to the event. They also expanded sponsorship and for the first time brought on board The University of Oregon and Verizon Wireless. Those companies also concur that this year's event was spectacular. The history of the Fiesta is a very long one. In its infancy it was created and supported by the Chamber; we believe in their leadership, and wish them continued success as coordinators of the Fiesta Mexicana for many years and urge you to do the same. If you have any questions please feel free to call me at 503 - 228 -3139 x 308. Thank you. Sincerely, Melanie C. Davis Publisher — Owner El Hispanic News September 23, 2011 Dear Woodburn City Council members, My name is Gabriela Kandziora, a principal of Su Publico, a culturally - relevant marketing firm in the Pacific Northwest. We work with a variety of clients who want to target market to the diverse populations of Northwest, including the Asian /Pacific Islander, African American, Latino, LGBTQ, and Native American. This was Su Publico's first year working with the Woodburn Area Chamber of Commerce as coordinators for Fiesta Mexicana and we found the Chamber team wonderful to work with. We were able to bring in two of our major clients as sponsors of this event. Su Publico secured both The University of Oregon and Verizon Wireless as sponsors for this past year, and the next two. The Woodburn Area Chamber of Commerce was very helpful in making sure all deliverables for our clients were met, and worked tirelessly making sure all sponsors, vendors, and event -goers where happy. As professional marketers it is rare to find a team who can deliver at this capacity. We look forward to working with the Woodburn Area Chamber of Commerce as the coordinators of the Annual Fiesta Mexicana event for many years, and it is our hope to help it grow. We at Su Publico urge you to continue your support of the Chamber's hard work at making the Fiesta Mexicana a success. If you have any questions please feel free to call me at 503 - 481 -9870. Thank you. Sincerely, Gabriela Kandziora Principal, Su Publico www.supublico.com 2011 FIESTA FINANCIALS Page 1 of 2 Sep'10 - Sep 11 Income Admission Fees $ 43, 700.97 Car Show Income 340.00 Conference 35.00 In -kind City of Woodburn 12 Parking 647.00 Pony Rides 297.00 Soccer Tournament 1 Sponsorships 17 Startup Funding 5 Vendor Fees 17 Total Income 98 Expense Car Show 1 Court & Coronation Costs 1 Total Court & Coronation 1 Decorations 173.54 Entertainment Dance Floor 878.00 Performers 19 Total Entertainment 20,310.50 Event Planner and Staff Hours 6 Insurance 703.50 Kid's Zone Rentals Kid's Zone Supplies 339.70 Volunteer Fundraising 1 Kid's Zone Rentals - Other 2 Total Kid's Zone Rentals 3 Logistics City of Woodburn in -kind 12 Fencing 1 Garbage Dumpsters 324.50 Generators /Light Towers /Fuel 3 Restrooms 3 Security 13 Total Logistics 34 Page 1 of 2 Sep'10 - Sep 11 Marketing & Promotions Advertising Banners & Signage Website Maintanence Marketing & Promotions - Other Total Marketing & Promotions Mileage Parade Printing Professional Fees Sponsorship Expenses Supplies T- Shirts Vendor Expense Postage Vendor Expense - Other Total Vendor Expense Volunteer Food Total Expense Net Income 40% to Chamber for Economic Development 20% to Community Groups 40% Retained for 2012 Event 3,125.21 2,963.00 899.00 140.00 7,127.21 99.84 251.00 149.30 225.00 560.00 708.01 1,195.00 29.40 100.00 129.40 296.56 79,831.77 $ 18, 679.42 (7,471.77) (3,735.88) $ 7,471.77 Page 2of2 Pinto mwicana 40 ' V00 �OUrn CELEBRATING FAMILY AND CULTURE y" Q9 lvo,�VAI)w AREA CHAMBER OF COMMERCE ALWAYS FRESH DISCOVERIES 2011 WOODBURN FIESTA MEXICANA GRANT APPLICATION FORM The Woodburn Area Chamber of Commerce wants to use proceeds from the 2011 Woodburn Fiesta Mexicana to fund community oriented programs, causes, and organizations. Interested parties are asked to complete this application due in the Chamber office at 124 W. Lincoln, Woodburn, Oregon by noon on Friday, October 14, 2011 in order to be considered at the October 19 Woodburn Area Chamber of Commerce Board of Directors meeting. Organization: Contact Person: Address: Name of Project: Email Address: Target Group Served: Project Description: Please attach a brief one page description that includes an overview of your organization, mission, history, leadership, and the proposed project. Please also list the specific objectives you wish to accomplish in this project. FUNDS REQUESTED: Signature Authorized by Organization Title: Phone: (Maximum of $500) Date: If you have questions, please contact the Chamber office at (503) 982 -8221.