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“ Managing Scotty-Mania”

“ Managing Scotty-Mania”. How Garner Embraced It’s 15 minute Multimedia Blitz Sonya Shaw, CPRP Director Garner Parks, Recreation and Cultural Resources sshaw@garnernc.gov. How it all unfolded. January- Town’s Mayor receives word Staff Brainstorm

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“ Managing Scotty-Mania”

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  1. “ Managing Scotty-Mania” How Garner Embraced It’s 15 minute Multimedia Blitz Sonya Shaw, CPRP Director Garner Parks, Recreation and Cultural Resources sshaw@garnernc.gov

  2. How it all unfolded • January- Town’s Mayor receives word • Staff Brainstorm • American Idol Permission to Host Weekly Viewing Parties

  3. Marketing Plan for Viewing Parties • Town Website, Facebook, Twitter, Citizen Newsletter • Department E-blast list • Fliers at local businesses, schools, churches, library and Town facilities • First week attendance???? • February-May 2011 • Top 20 finalists • News releases and PSAs to Local Media • Garner Citizen • Garner News • Garner-Clayton Record • The Independent • News & Observer • WRAL (channel 5) • WTVD (channel 11) • WNCN (channel 17) • Carolina 14 • WUNC • WTSB (radio 1090)

  4. Key Element:Community Partnerships • Local business sponsors for weekly viewing parties • PKD Screen Printing • Chick-Fil-A • Little Caesars Pizza • Taco Bell • Discount School Supply • Attendance- 1000+ • Move to GMHS • Outreach to business community- #1 Lowes Food • Viewing Parties take on a life of their own

  5. It’s getting close-Top 5 finalistsPre-Event Planning Begins • Conference call with Town officials in Conway, Arkansas- Kris Allen • Past experiences a plus • Propose tentative tour schedule and budget • Local and national media coverage • Weekly attendance over 2000 • Research prior Idol hometown tours • Outreach to American Idol Producers

  6. Top 3 Finalists- 48 hours until Showtime • Town Departments • Parks, Recreation & Cultural Resources • Public Works • Police • Economic Development • PIO • Finance • Human Resources • Inspections • Fire • County Departments • Sheriff Office • Emergency Management • Emergency Medical • State Highway Patrol • Downtown Association • Chamber of Commerce • Event Logistics • Staging, Sound • Josh Turner visit • Parking • Security • Shuttles • Signage • Traffic Control • Safety (Police, EMS) • Weather/Rain Plan • Vendors • VIP-Sponsors • Staff/Volunteers • Website/Marketing • Proposed Budget- $61,000

  7. Main Focus: Branding

  8. Key Branding Decisions for the National Stage Chose Lake Benson Park as event locationDrafted hometown tour ideas to highlight the best of GarnerHad large stage banner madeHired our own camera crew Chose shuttle bus routes

  9. The Big Day Arrives • Event Challenges • Weather • Elected officials • No control • Including local businesses • Finale • Huge Success • Pre-Show • Lowes Food/Parade • Estimated Attendance- over 30,000 • Worldwide media coverage • Positive exposure for the Town • Economic Impact- $1.5 million • Emmy Nomination • Excellent fundraising efforts- over $53,000 • Community Pride

  10. VideoQ&A/Discussion Sonya Shaw, sshaw@garnernc.gov919-773-4436

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