Coming to San Luis Obispo County

Coming to San Luis Obispo County
Introducing the CowParade
In 1999, CowParade debuted in Chicago, featuring 300 painted
cows, putting the event on a national stage in the USA.
CowParade has since been staged in over 80 cities,
spanning 30 countries, and 6 continents, including Paris, Hong
Kong, Athens, Moscow, Milan, London, New York, Cannes, Rio,
Rome and beyond.
CowParade estimates that over 250 million have seen the
famous cows worldwide.
CowParade - A Mooving Story
CowParade has raised more than $30 million for charity.
Over 5,000 cows have been created by artists
No two cows are alike.
San Luis Obispo County has been a chosen region for a
2016-2017 CowParade.
How it Works - Step 1
OPEN CALL to sponsors, artists and non-profits to:
Sponsor Cows- Both large and small companies and individuals
sponsor cows or herds of cows. Sponsors can elect to have their
cows benefit a designated non-profit organization of there
choosing, or one of the charities designated by CowParade SLO.
Sponsors may also purchase their cows as a permanent
installation.
Local Artists - Designs are submitted from which cow sponsors
select their design. Sponsors can work with a specific artist if
they have one identified.
Local Non-Profits – Assist CowParade in identifying and make
introduction and connections to potential cow sponsors. The
more sponsors, the more cows, the greater the benefit.
How it Works – Step 2
Pre-launch marketing and publicity, in and out of area
“A stampede is coming to SLO County 2016”
Sponsors and artists are paired to create their unique cow
Local artists begin their work and
take this…
and turn them into this!
How it Works – Step 3
Marketing – Over 43% of the cost of each cow will be earmarked
for marketing and promotions. Additional out-of-area promotional
dollars will be available through title and lead sponsors.
Free to Public Art Exhibit – completed cows are placed on both
public and private land throughout San Luis Obispo County from
September 2016 to April 2017.
People Parade - CowParade SLO County brochures, website
and responsive Google maps will guide visitors to the cows and
provide information about the cow’s sponsor, artists and
benefiting non-profit.
How it Works – Step 3
How it Works – Step 4
Gala Event & Auction– The cows are herded together in May
2017 for a Gala Event & Auction. The CowParade auction is
conducted like traditional art auctions with live bidding. Net
proceeds benefiting SLO County participating non-profits.
How it Works – Step 5
Communities and businesses may keep their cow or herd on permanent display.
Economic Impact
Chicago – 1998
– CowParade Chicago was viewed by 10 million people
– Economic impact of $200 million
Wisconsin – 2006
–21 million+ total PRINT media impressions
–5 million total TELEVISION media impressions
–Immeasurable WEB and RADIO media impressions
–Most successful event with least investment in WMMB history
North Carolina – 2012
– 50,000 unique visitors per week during the run of the event
– 50% of visitors were from out-of-area
Economic Impact
Margaret River, Australia – 1998
–28% increase in visitors
–$22,000,000 economic impact
–43% visitors visit region just for CowParade
–3.8 day average stay, up from 2.3
Atlanta, GA– 2002
– “It’s a real win-win all round. Chick-fil-A benefits, local charity
benefits. And, the people of Atlanta benefit. A win-win-win,
in fact.” David Salyers, VP of Marketing, Chick-fil-A (Title
Sponsor)
Financial Overview
Sponsorship of One Cow = $7,000
$2,000 Hard cost
$3,000 Marketing and promotions
$1,000 Artist fee
$1,000 Transportation and logistics
CowParade Marketing & Publicity
Signage includes event posters, promotional signage, flyers, cow
plaques, billboards, maps and more.
Responsive web site with interactive CowParade SLO map
Social media
Media outreach
Print & digital advertising
CowParade Rewards
County-wide project to involve and benefit local non-profits.
Unique advertising/marketing and promotional exposure for local
businesses and non-profits.
Increase notoriety for our region.
Inject revenue into our communities and non-profit organizations.
Showcase the County’s history with dairy and agriculture.
Support of our strong arts culture.
Fun!
Sponsor Benefits
Increased brand awareness.
Increased sales opportunity.
Exposure to large international, national and domestic target markets.
Exposure through an email list of over 50K international CowParade
followers “Cowheads”.
Extensive media promotion throughout the lead-up and the event itself.
Extensive promotion via high-profile websites.
An opportunity to reward staff, clients and
community with involvement in key events.
A positive affiliation with the Central Coast and
San Luis Obispo County.
CowParade Special Events
Public kick-off and Media Announcement - 2015 Mid-State Fair
Artist/sponsor reception
Artist’s studio opening
Mini Moo painting, kid events
Unleashing the herd county-wide
Final round-up
Gala auction
Presenting Sponsor
One Sponsor Only, Naming Rights
$200,000
20 Cows
Sponsorship Tiers
Supreme Champion
$100,000
10 cows
Best in Class
$100,000
10 cows
Grand Champion
$50,000
5 cows
Reserve Champion
$30,000
3 cows
Heavyweight Champion
$20,000
2 cows
Middleweight Champion
$15,000
1 cow
Champion
$7,000
1 cow
Rising Star
$3,500
CowParade Welcomes You!
We hope you join the herd and the
world’s largest and
preeminent art event.
For Art, For Charity, For Fun!
www.CowParadeSLO.com
www.CowParade.com
*Subject to city or county, and/or CowParade approval.
CowParade SLO Timeline Fall 2015
Marketing & PR
Outreach
Advisory Committee
Sponsor Recruitment
Call to Artist
Community Involvement
Artist Studio
CowParade Launch
County-wide Exhibition
Cow Hospital
CowParade Merchandise
Auction & Gala
Winter 2016
Summer 2016
September 2016April 2017
May 2017
Previous CowParade Events
1999
Chicago, Il
2000
New York City, NY
Stamford, CT
West Orange, NJ
2001
Kansas City, MO
Houston, TX
Sydney, Australia
2002
London, England
Ventspils, Latvia
Portland, OR
Las Vegas, NV
2003
Atlanta, GA
San Antonio, TX
West Hartford, CT
2003
Tokyo, Japan
Isle of Man, UK
Dublin, Ireland
Brussels, Belgium
Auckland, New Zealand
2004
Manchester, UK
Harrisburg, PA
Prague, Czech Republic
Stockholm, Sweden
2005
Johannesburg, S. Africa
Barcelona, Spain
Monaco
Bratislava, Slovakia
Geneva, Switzerland
Sao Paulo, Brazil
Moscow, Russia
Bucharest, Romania
2006
Buenos Aires, Argentina
Florence, Italy
Lisbon, Portugal
Paris, France
Edinburgh, Scotland
Budapest, Hungary
Athens, Greece
Boston, MA
Denver, CO
Wisconsin,
Belo Horizonte, Brazil
Curitiba, Brazil
Guadalajara, M
éxico
2007
Milano, Italy
Vigo, Spain
Marseille, France
Istanbul, Turkey
Copenhagen, Denmark
West Hartford, CT
2008
Isle of Capri, Italy
San Jose, Costa Rica
Tijuana, Mexico
Leon, Mexico
2008
Isle of Capri, Italy
San Jose, Costa Rica
Tijuana, Mexico
Leon, Mexico
2012
Rio de Janeiro, Brazil
Goiâna, Brazil
Toulouse, France
North Carolina
2009
Madrid, Spain
La Jolla, California
Taipei, Taiwan
Hong Kong
Flushing, NY
Lima, Peru
2013
Northern Ireland
Hong Kong (Lamborghini)
Valenciennes, France
Ventspils, Latvia
2010
Margaret River,
Australia
Bordeaux, France
Xiamen, China
Rome, Italy
Tunis, Tunisia
Sao Paulo, Brazil
2011
Santa Catarina, Brazil
Austin, TX
2014
Detroit, MI
Shanghai, China
2015
Niseko, Japan
Cartagena, Colombia
Paris, France
Deauville, France
Cannes, France
2016
San Luis Obispo County,
CA
#MOO