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Annual Report
2 PARQUEARTE | FESTIVAL ABIERTO2 PARQUE ARTE | FESTIVAL ABIERTO
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FA ShopPhoto ParkCoral ReefLG Solar TowerTetra PakLG StageMarketArt AuctionArt MuralsSmithsonian TowersFarmer’s MarketDonations
Recycling Center
First Aid
Water
Bathrooms
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ParqueArte Foundation is a nonprofit organization that produces and promotes cultural events using public spaces in Panama City. ParqueArte is supported by Abierto Corp., a company dedicated to providing solutions for Corporate Social Responsibility, connecting cultural and artistic groups.
ParqueArte Foundation is best known for promoting Festival Abierto, a free Educational, Cultural, Scientific festival, and FotoParque, a digital photography collective through social media.
www.parquearte.com5
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A few years ago a group of young Panamanian professionals started viewing a city with Art and Culture on their parks, with intellectual stimuli for the citizens, taking place on urban connecting spaces that will ease the urban chaos and would serve as meeting point for its’ citizens. This group would later be named ParqueArte Foundation and recently known for organizing the biggest Science, Art, Educational and Cultural FREE Festival in Panama, Festival Abierto - being a Corporate Social Responsibility plan for multiple companies and an expo platform of more than 40 NGOs, as well as a big installment of emerging and devoted artists.
ParqueArte is born with the vision of constructing that public space, through private media that channelize a better city, a better surrounding for our citizens with Culture and with this purpose have accomplished a unity with global institutions like Smithsonian Tropical Research Institute, and most recently with Master Carlos Cruz-Diez, carrying out a public artistic intervention on the crosswalks that surround Parque Omar, with that establishing ParqueArte’s mission and vision as a Panamanian Foundation that works transforming our public spaces with Art, Science, Education, and Culture.
During the 2 year actions plans, ParqueArte Foundation through Festival Abierto has encouraged thousands of panamanians through beach cleanups, free open lectures on sustainability collaborating with City of Knowledge, as well as artistic convening supported by the Office of the First Lady of Panama, the National Library, FundAHrte Foundation, and Taller ArtiCruz.Our young Foundation is turning into a connection / formation bridge for many new NGOs seeking to rescue values, culture, and science in our city. With all your economic support and presence at our events, we are determined to wake up and make that other face of Panama a reality, the educational, artistic, scientific, and cultural approach in the center of our city, opening up a window of opportunity for thousands of Panamanians to have better access to our thriving economy.
Ana Melissa CorreaPresident, ParqueArte Foundation
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Letter to our Sponsors & Visitors
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It was two years ago now when our team started to gather together ideating this project that has become Festival Abierto. It is incredible to see how much we have grown in this short period of time and to see how many hearts we were able to touch. I remember as it was yesterday the countless struggles and disappointments we endured as we faced multiple discouragements from our surroundings. So our success, which is shared not only by our team but with the entire nation, makes us feel that much more proud and humble. We have learned two things along the process: That with collective passion we can change the world, and that there is so much more to do to make this earth a better and safer place for our next generations. Festival Abierto, upholding the three pillars of Education, Science and Culture, attempts to propagate this philosophy in a free open environment accessible to everyone to join this movement. Last year, symbolically, we celebrated our inaugurational Festival Abierto on Earth Day April 22nd. Here we were able to gather 20 NGOs, more than 200 artists from around the world, participation of more than 30 sponsors and an amazing turn out of 10,000 public attendees. To no surprise, this year 2013, we had more than 40 NGOs and 25,000 attendees, a volunteers base of nearly 200 people and a significantly larger participation from the private sector. What these figures mean is that we are doing the right thing and that we are truly affecting our environment. We believe that if we continue to receive participation from the public and private sectors as we do now, we will only be able to achieve larger positive impact in our society. I would like to thank everyone who believed in us and continue to support us, and welcome those who are interested in joining us with open arms.
Jong Hwa Duly LeeDirector Festival Abierto / Abierto Corp.
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Enrich people´s livesThe Festival looks to enrich people´s lives through education.
Education as a mobile has been chosen because of its lackness in Latin America, continent searching to impact and enrich the life of its people through information and culture.
InnovationFestival Abierto is innovative because of its artistic and cultural exposure as educational and interactive.
It is also innovative because of the use of sustainable spaces, the pavilions, where the audience will be able to enter and hence generate collective changes in behavioural patterns.
Esthetic DesignFestival Abierto parts from a defined esthetic conscience since it has a structural base.
For that we used the power of architecture to design spaces and this same esthetic value is showcased in the communications campaign, therefore Festival Abierto image has a visual impact as well.
Brand ValuesLG + Festival Abierto
TrustworthyFestival Abierto is a trustworthy proposal since it operates from a Foundation, as an institution through the Office of the First Lady and from private corportation, being LG the brand that makes this all possible.
Smart TechnologyEfficiency translated through the Festival with how smart the pavilions are constructed; as they consume less and can be re-used - we are from the principal that less is more.
Present the audience smart alternatives to apply technology in the reducing of materials, etc.
We also applied this type of intelligence in the organizational structure of Festival Abierto.
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As part of their Corporate Social Responsibility Plan, and as a brand committed to the environment and society, LG Electronics is Festival Abierto’s principal sponsor to help promote Education, Science, and Cultures of sustainability that go hand on hand with the company’s philosophy. It is thanks to LG that we can have a FREE Festival of this scale for all of those people that want to live in a better Panama.
12 PARQUE ARTE | FESTIVAL ABIERTO
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Thanks to LG, the festival had a first-level musical stage showing the importance and professionalism national and international artists participating in Festival Abierto deserve. It has to be emphasized that being LG a world renowned brand helps the integral credibility of FA, attracting world class artists.
LG Monocrystalline Solar Module
LG LED BULB
15
Wide Application Coverage
Natural light with comfort for wide application.
Restaurant, cafe, bed room, dinning room, porch, toilet
LG LIGHTING
Excellent Alternative
Significant energy savings over 80% through simple replacement compared to incandescent lamp.
More than 80%Energy Saving
ECO
BEST
Control Recycle PLACE
Compatible
SHARE
COMFORT Anti-Glare Anti-Glare
40% SAVE
₩
Recycle Easy Install Packaging DESIGN
DESIGN
HIGH
Long LIFE
40% SAVE
₩
Long LIFE
ANGLE SAVE
eSolution
e
Solution
SunLight
Low-Temp Wireless
50,000hrs
50,000hrsEnergy SAVE
e
eEnergy SAVECOMFORT
NATURAL
NATURAL
Compatible
Compatible
Ease of Installation
Quick and easy to install without the need for any tools.
E26 Base
ECO
BEST
Control Recycle PLACE
Compatible
SHARE
COMFORT Anti-Glare Anti-Glare
40% SAVE
₩
Recycle Easy Install Packaging DESIGN
DESIGN
HIGH
Long LIFE
40% SAVE
₩
Long LIFE
ANGLE SAVE
eSolution
e
Solution
SunLight
Low-Temp Wireless
50,000hrs
50,000hrsEnergy SAVE
e
eEnergy SAVECOMFORT
NATURAL
NATURAL
Compatible
Compatible
ECO
BEST
Control Recycle PLACE
Compatible
SHARE
COMFORT Anti-Glare Anti-Glare
40% SAVE
₩
Recycle Easy Install Packaging DESIGN
DESIGN
HIGH
Long LIFE
40% SAVE
₩
Long LIFE
ANGLE SAVE
eSolution
e
Solution
SunLight
Low-Temp Wireless
50,000hrs
50,000hrsEnergy SAVE
e
eEnergy SAVECOMFORT
NATURAL
NATURAL
Compatible
Compatible
Energy Saving by High Efficiency
Over 80% energy saving yearly compared to conventional incandescent lamp.
Annual electricity cost (Unit: USD) Total cost of owenership
Low Maintenance Cost
Low maintenance cost due to extremely long lifetime of 50,000 hours.
※Based on 12 hrs operation per day, electricity cost $0.11/kwh and 2.2 times replacement.※Calculation result may differ by the lamp unit price, usage conditions and product lifetime
※Based on 12 hrs operation per day, electricity cost $0.11/kwh and 2.2 times replacement.※Calculation result may differ by the lamp unit price, operating conditions and product lifetime.
ECO
BEST
Control Recycle PLACE
Compatible
SHARE
COMFORT Anti-Glare Anti-Glare
40% SAVE
₩
Recycle Easy Install Packaging DESIGN
DESIGN
HIGH
Long LIFE
40% SAVE
₩
Long LIFE
ANGLE SAVE
eSolution
e
Solution
SunLight
Low-Temp Wireless
50,000hrs
50,000hrsEnergy SAVE
e
eEnergy SAVECOMFORT
NATURAL
NATURAL
Compatible
Compatible
Annual maintenance cost (Unit: USD)
Total maintenance cost for 10 years(Unit: USD)
LED BULB
ECO
BEST
Control Recycle PLACE
Compatible
SHARE
COMFORT Anti-Glare Anti-Glare
40% SAVE
₩
Recycle Easy Install Packaging DESIGN
DESIGN
HIGH
Long LIFE
40% SAVE
₩
Long LIFE
ANGLE SAVE
eSolution
e
Solution
SunLight
Low-Temp Wireless
50,000hrs
50,000hrsEnergy SAVE
e
eEnergy SAVECOMFORT
NATURAL
NATURAL
Compatible
Compatible
98.28
×1580%
74.3
14.9
2.59
12.53
12.96
80%
1 2 3 4 5 (year)
Paybackperiod
1.8 year
2
4
6
8
0
10
136.08
16.12 30.60
23.33
2.16
12.96
2.59
83%65%
RelativeCost(USD)
98.28
×1580%
74.3
14.9
2.59
12.53
12.96
80%
1 2 3 4 5 (year)
Paybackperiod
1.8 year
2
4
6
8
0
10
136.08
16.12 30.60
23.33
2.16
12.96
2.59
83%65%
RelativeCost(USD)
98.28
×1580%
74.3
14.9
2.59
12.53
12.96
80%
1 2 3 4 5 (year)
Paybackperiod
1.8 year
2
4
6
8
0
10
136.08
16.12 30.60
23.33
2.16
12.96
2.59
83%65%
RelativeCost(USD)
98.28
×1580%
74.3
14.9
2.59
12.53
12.96
80%
1 2 3 4 5 (year)
Paybackperiod
1.8 year
2
4
6
8
0
10
136.08
16.12 30.60
23.33
2.16
12.96
2.59
83%65%
RelativeCost(USD)
Designed to replace conventional incandescent lamps,
LG LED BULB is simple, modern, and eco-friendly,
as well as providing cost saving and long lifetime.
Incandescent light Incandescent light Incandescent light
Cost(USD)
(Year) LED Bulb 6WLED Bulb 6W
LED Bulb 6W
Incandescent
light 30W
Eco-friendly
Eco-friendly light source, which contains no mercury and low CO² emission.
ECO
BEST
Control Recycle PLACE
Compatible
SHARE
COMFORT Anti-Glare Anti-Glare
40% SAVE
₩
Recycle Easy Install Packaging DESIGN
DESIGN
HIGH
Long LIFE
40% SAVE
₩
Long LIFE
ANGLE SAVE
eSolution
e
Solution
SunLight
Low-Temp Wireless
50,000hrs
50,000hrsEnergy SAVE
e
eEnergy SAVECOMFORT
NATURAL
NATURAL
Compatible
Compatible
※Based on 12 hrs operation per day yearly. ※Conversion Factor 0.573 kgCO²/Kwh, 3.86 kgCO²/trees
98.28
×1580%
74.3
14.9
2.59
12.53
12.96
80%
1 2 3 4 5 (year)
Paybackperiod
1.8 year
2
4
6
8
0
10
136.08
16.12 30.60
23.33
2.16
12.96
2.59
83%65%
RelativeCost(USD)
CO² emission (Unit : kgCO²)
Incandescent light LED Bulb 6W
LED Bulb 6W
Replacement CostAnnual electricity cost
Total Cost for 2~10 YearTotal Cost for 1st Year
One of the main attractions at the LG pavilion was the introduction of their new sound equipment XBOOM, with all its power and sound quality it gathered many DJs playing music to entertain the environment.
XBOOM
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INDEX
MapParqueArte FoundationGratitudeLG + FASummary 2012Press Conference, Soft Opening & Art AuctionConstruction ProcessCruz-Diez Pedestrian CrosswalkSponsorsNGOs Reach 2013Musical StageMuralistsOpen Tree 2013Open Icon 2013Alternative MediaFarmer’s MarketPhotoParkFA 2014PetsContactCredits
248
122026283036486476909698
100102104106108110111
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FESTIVAL ABIERTO is a FREE outdoor family event that seeks to create awareness about the preservation of our environment, and through Education, Culture, and Science inspire Panamanians to be positive influences.
www.festivalabierto.com
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SUMMARYFA 2012
CHARLASABIERTAS
+
6 Open lecturesThanks to the US Embassy and City of Knowledge we celebrated 6 FREE open lectures with local and international speakers covering diverse themes like urban planning and development, architecture, design, etc. finalizing with a local discourse on the “Case of the City of Colon”.
CHARLASABIERTAS
Ciudad del Saber6:30 p.m. - 8:30 p.m.
presentan
Agricultura y Consumo Sostenible:
Lo que compran en el Supermercado hace
una diferencia al medio ambiente.
Living Building Challenge
Innovando la Resiliencia en el
Desarrollo Urbano
Global Systems and Local Effects:
The Intersection of Urban Design and
Architectural Ecologies in the age of
High Performance
Otro urbanismo es posible: planificación,
región metropolitana y el caso de la
ciudad de Colón
Traductores Disponibles
30 de agosto Andrew Bovarnick
Lugar: Auditorio de Centro de Convenciones.
Capacidad para 300 personas.
26 de septiembreElsa Yasukawa
Lugar: EL ATENEO.
Capacidad para 700 personas.
24 de octubreScott Muller
Lugar: Salón 102 en el Centro de Convenciones.
Capacidad para 80 personas.
30 de octubre Andrew y Jodi Batay-Csorba
Lugar: Aula Digital Centro de Convenciones.
Capacidad para 64 personas.
20 de NoviembreKurt Dillon
Lugar: Auditorio de Centro de Convenciones
Capacidad para 300 personas.
ESP
ESP
ING
ESP
ESP
Evento gratuito
BEACH CLEANUPS
BEACH CLEANUPSFA, together with Tortuguías Foundation, had two very successful beach cleanups at Punta Chame, where +300 volunteers cleaned approximately 3 kms. of beach front. Thanks to Recimetal for the help separating waste and recycling.
Volunteers registered through Festival Abierto’s website. Volunteers from Primary School in Punta Chame, HSBC bank, Copa Airlines all showed up to contribute. Sponsors like Arrendadora Económica, Aquacai, Superdeportes, Bioland, Participación Ciudadana and Limpiemos Panama donated goods for volunteers.
WORKSHOPS
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Carlos Méndez CD In the eve of the launching of the 2nd LP titled “Mar”, Tetra Pak sponsored a special edition copy, previous to the launching. The EP contained 4 songs and the packaging was made out of recycled Tetra Pak. 500 copies were given away during Festival Abierto 2012.
Collaboration with Pedro FonsecaDuring FA 2012, the artist collaborated with Tetra Pak exposing a unique piece of art at their pavilion, later turning into the company’s image for their 60th year anniversary.
LG Open TreeThe collective call started as an idea to integrate the whole artistic community in Panama at the same event. This went further when LG turned it into a contest on Twitter, where the most tweeted trees during both FA days would win LG prizes. More than 200 trees were exposed during FA 2012.
www.festivalabierto.com/arbolabierto
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Press ConferenceSoft Opening & Art Auction
From left to right:
Liliana Morales Director of Communications Tetra Pak,
Maria Eugenia Herrera National Institute of Culture Director,
Se Woo Park President LG, Marta Linares de Martinelli
First Lady of Republic of Panama, Ana Melissa Correa
President ParqueArte Foundation, Maria Gilma Arrocha
Legal & Artistic Director for Festival Abierto, Gloria Jované,
Institutional Relations of the Smithsonian Tropical Research
Institute Director.
S.A.
Works painted and printed onrecycled Tetra Pak panels.
Surma Guillen Alex Wtges
Enrique Jaramillo
Cisco Merel
María del Carmen Nieto
Daniel Rivero
Surma Guillen
+30
$11,095
artistsnational &
international
fundraised in benefit of
ParqueArte
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ConstructionProcess
29
EQUIPO GUNA
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Artistic intervention
Cruz-DiezPedestrian Crosswalk
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Celebrating FA, and in the yearly activities frame, ParqueArte Foundation, Articruz S.A., and A.T.T.T. collaborated to intervene six pedestrian crosswalks on Via Porras connecting to Parque Omar.
The ephemeral piece, Additive Color Via Porras, was aimed as a connection between the pedestrian and their surroundings. Adding striking colors to something that for the human eye is encrypted: the daily used Cross Walks’ case to intersect the transited streets of our city.
PARQUE ARTE | FESTIVAL ABIERTO
Carlos Cruz-Diez
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PREMIUM PARTNER
Sponsors
Musical Stage
Korean media exposure
120 kw generated through LG
solar towers
Twitter contest gave the winners
two Photo Pockets
3 DJs at the XBOOM stand
•
•
•
•
•
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Sponsors
Participation and sponsorship for the
musical stage and the pavilions’
Coral Reef.
Presence together with the 5th Century
of the Pacific Ocean committee with
banners at FA.
Official welcome with privileges of easy
access for the international musicians.
AÑOS
OCÉANO PACÍFICO
•
•
•
A total of 500 Tetra Pak poly-alum panels were used,
equivalent to 1,071,500 cartons of recycled Tetra Pak.
After the Festival, 300 panels were donated to
participating NGOs.
At the pavilion, Tetra Pak showcased their recycling
process to the public.
•
•
•
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STRI towers with information regarding
studies in Panama.
Smithsonian Posters and books giveaways.
Information regarding the Institute was
accessible to all.
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•
•
•
Collaborator
Media Partners
CANTA CONMIGOCanta Conmigo kids presentation at
the musical stage.
Signed autographs while walking
around FA area.
•
•
Interaction with the public where they
showcased clever ways to reuse newspaper.
Fun for all at the WKD ping pong table.
•
•
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Free transportation from IJA parkings during both FA days.
Education pavilion relevant to the 4 pillars of the project.
Interactive artistic activity with kids, connecting with P.P.’s
Art and Culture pillar.
Collaboration with SembrArte Foundation and the
artist Camila Bernal-La Remedios.
•
•
•
•
Sponsors
Bicy-blend, how to make your own smoothy while
working out and generating energy.
Telling Burt’s Bees story as a sustainable company.
Sampling of natural products.
•
•
•
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Activities related to creating awareness of
healthy bodies.
Pre launching of their first store at
Via Porras.
•
•
Sponsors
Artistic activities for boys and girls about the
preservation of their environment.
Contributed to the Farmer’s Market with a huge
canopy to create shade.
FundaMorgan and employees were present
exposing the qualities of their new LEED
certified building.
•
•
•
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Lodging for international artists performing on the musical stage.
Information about used batteries’ storing
energy from the solar panels used at FA.
Battery Collection Program.
Artistic intervention supporting the
company’s employees, giving the pavilion a
fresh look.
Cellphone charging station powered more
than 125 phones.
•
•
•
•
Sponsors
P A N A M AP A N A M A
P A N A M A
P A N A M A
P A N A M A
P A N A M A
P A N A M A
P A N A M A
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Social Movements & NGOs
Academia Steel Panama Aloutta Sanctuary
Almanaque Azul ANCON
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Azuero Earth Project
123 persons registered in
educational programs.
+200 participants at the stand
Educational - environmental games
for children and youth.
Information about environmental
programs practiced at Azuero Peninsula.
A lot of volunteer interest.
Ángeles de los Animales
APLAFA
APANAC
•
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•
•
•
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Social Movements & NGOs
Bandera Azul Ecológica
Biblioteca Nacional / Ars Amandi Colectivo, Voces, Figuras y Ritmos
Cambio Creativo
Dona Felicidad300 participants in the origami, mola,
jewelry, high fashion designing, singing, art,
percussion workshops.
2 photography exhibits.
Dynamic stand, fully packed between the
hours of 10am - 6pm, both days.
•
•
•
51
Reinforcing Eco Creando’s positive & educational
message, reusing the Tetra Pak panels from
FA 2012 as tables and chairs for the kids’ eco-
workshops
Stand divided on 5 areas: Eco Workshop, Games,
Photo Booth, Resting area reusing pallets, and the
Eco sales point line
+500 people participated on the PHOTO BOOTH
“Recycled Wave”, sponsored by Billabong
Panama store. Constructed reusing plastic bottles
and surfer Gary Saavedra’s surf board.
FANLYCFANLYC
37 new volunteer inscribed .
+400 pictures of people around
FANLYC monument.
Fundraising with promotional articles.
Eco Creando
Floss - Pa
•
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•
•
•
•
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4 student presentations
2 Jam Sessions with audience participation
Fundraising with promotional articles
+50 spectators during jam sessions
8 students in percussion and
guitar lessons
Media exposure
Exposure on “La Cáscara” tv show
Fundación Danilo Pérez
Fundación Eduardo Morgan
•
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•
•
•
•
•
Social Movements & NGOs
53
Goodwill IFF
Limpiemos Panamá MarViva
Jardines Urbanos La Prensa
54 PARQUEARTE | FESTIVAL ABIERTO
Between 40-80 spectators all the time
Media like NEXT TV, TVN, among others,
reported from the stand
Graffiti workshops were a success for an
audience between the ages of 10-18
Breakdance workshops: interactive game
grasped the attention of kids from the ages 5-13
78 pints of blood, enough to save 312 lives,
were donated.
@Nuevo Panamá
Pensamiento Puro
Panama Graffiti
•
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•
•
•
Social Movements & NGOs
Pro Ed Roba Morena
Recimetal
Educational space informing about recycling
Showcasing how to recycle cans
1,106 pounds of recyclables were collected
•
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•
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Rockistmo
63 discs, 8 tshirts and 54 various articles were sold to raise funds
9 live bands presented between both days
Sembrarte SFK
•
•
Social Movements & NGOs
Teatro Carilimpia / Pelo Malo Tortuguias
TECHO Panamá
+175 persons visited the stand
120 registered to become volunteers
20 registered on online data base
+300 persons visited the stand
Workshops:
During both days of the event, two lectures were
dictated by the biologist Argelis Ruiz from STRI.
The topics ranged from marine turtle eclosion
and their reproduction, to the different types of
marine turtle species that nest in Panama.
+125 persons registered to be volunteers
Fundraising from promotional articles will be
used to save the marine turtles nest during
spawning season at Punta Chame beach
•
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•
•
•
•
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•
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United Way Wisdom Candles San Francisco de Asís
Social Movements & NGOs
Academia Steel PanamaAlmanaque AzulAloutta SanctuaryANCONÁngeles de los AnimalesAPANACAPLAFAAzuero Earth ProjectBandera Azul EcológicaBiblioteca Nacional / Ars AmandiCambio CreativoColectivo, Voces, Figuras y RitmosDona FelicidadEco CreandoEl Arte de VivirFANLYCFloss - PaFundación Danilo PérezFundación Eduardo MorganGoodwillIFFJardines UrbanosLa PrensaLimpiemos PanamáMarViva@Nuevo PanamáPanama GraffitiPensamiento PuroPro EdRecimetalRoba MorenaRockIstmoSembrarteSFKSociedad Estudiantil de Ingeniería Ambiental - S.E.I.ATeatro Carilimpia / Pelo MaloTechoTortuguíasUNPPDUnited WayUniversidad Latina de PanamáWisdom Candles / San Francisco de Asís
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2012
25,000
20,000
15,000
10,000
5,000
0
VISITORS AT PARQUE OMAR* (During both days of Festival Abierto)
2013
Reach 2013
*Statistics provided by SPI
Mar 23, 2012 Mar 24, 2013
Apr 23, 2012 Apr 24, 2012
2012
12,500
10,000
7,500
5,000
2,500
0
WEBPAGE VISITORS(APRIL 2012 / MARCH 2013)
2013
13,326Mar 24, 2013
6,023Apr 24, 2012
WWW.FESTIVALABIERTO.COM
25,000
$37,047
$148,186
Visitors at Parque Omar
(SPI calculations)
Ad value
PR value
*Using standards of 8-10 kw per house. Metrics provided by RUA-Porter Novell Agency.
Electrical metrics provided by Green Charge energy consultants.
164,269Active people on
social media
110Publications
(web, TV, newspapers, editorials & radio)
+200Artists
(local & international)
1,071,500Tetra Pak 1 liter Containers recycled for production of poly-alum panels to build
FA pavilions. +120Kilowatts of energy
generated during both days of the Festival, using solar modules; equivalent to powering 13 average
homes in a day.
300Ads
on streets
$23,300OOH value
1,106 lbRecyclables collected
65
66 PARQUEARTE | FESTIVAL ABIERTO
3,941 tweets
545 following
2,997 followers
Trendsmap shows @FestivalAbierto as the most tweeted account in Panama both FA 2013 days.
Panama 80.06%USA 9.27%Colombia 1.40%UK 1.40%Spain 1.12%France 0.84%Costa Rica 0.84%Honduras 0.56%Argentina 0.56%Mexico .56%
AUDIENCE335 photos10,600 likes381 comments
Avg like per photo: 126.2
800+ followers since 2013, total 1,079.
JAN 2013 - MAR 2013
68 PARQUEARTE | FESTIVAL ABIERTO
Reach 2013 | Facebook
2012
5,0004,5004,0003,5003,0002,5002,0001,5001,000
5000
FACEBOOK FANS(MAR 2012 / APR 2013)
(MAR 15-24 2013)
IMPRESSIONS ORGANIC + VIRAL
2013According to Facebook, a page reaches
about 9% on average of it’s fanbase
through posts without any promotion
(paid or viral).
We’re at 13.7%, well above the average.
This is a very high number in terms
of unique users, especially for a small
community community like yours.
Likes, posts, clicks, comments, etc.
Impressions
Interaction
+27%961 fans
(MAR)
+27%961 fans
(marzo)
4,701
2,600
1,013,163
13.7%
INTERACTIONS
COMMENTS
VIDEO VIEWS
PHOTO VIEWS
SHARES
OTHER INTERACTIONS
27,600 HIGHEST SHARED POST
153,124
244
165
113,525
671
34,210
Most of the fan base is in the 18-34 demographic.
2.8%
5.2%
Female 41.7%
Male 58.3%
8.3%
27.8%
2.8%
13-17 18-24 25-34 35-44 45-54 55+
5.6% 16.7% 27.8%5.6%
2.8%
5.2%
Gender & Age
Female 58%
Male 38.8%
3%21.6% 23.4%
7.3% 2.2% 0.7%
13-17 18-24 25-34 35-44 45-54 55+
2% 13% 16.4%5.4% 1% 0.4%
Fan base
People talking about Page
People who Like your page
UNIQUE VISITORS153,123
People who generated Newsfeeds about our page.
Gender & Age
69
70 PARQUEARTE | FESTIVAL ABIERTO
Reach 2013 | TVN
IMPACT:156 total. 3 daily impacts on TV Max52 Ad days total on TV Max:
$168,896.00
IMPACT:156 total. 3 daily impacts on TVN52 Ad days total on TVN: $276,588.00
TV SHOWS
NEWS $12,000.00
BUENOS DÍAS4 Interviews $3,200.0030 sec. segments, Feb 4th, Mar 5th. mentions $3,000.00Post FA Special Report $1,478.00TOTAL BUENOS DÍAS: $7,678.00
••
•
••
AL DESCUBIERTO4 mentions/spots 30 sec., $3,999.00Al Descubierto Report, Cruz-Diez Crosswalk, Opening & during FA $2,666.00TOTAL AL DESCUBIERTO: $6,665.00
TVN NETWORKS $459,827.00
FESTIVAL ABIERTO:
$477,887.00
SPONSORSHIP TOTAL
TVN RADIO $14,560.00
TVN DIGITAL $3,500.00
10 radio spots for TVN Radio, rate 2013, $28.00/day: $280.0052 Ad days for TVN RADIO: $14,560.00Interviews: Courtesy
Social Media support (Twitter, Facebook & Website)February & March 2013Cost: $3,500.00
71
72 PARQUEARTE | FESTIVAL ABIERTO
MEDIA SPONSORSHIPS
TOTAL PUBLICATIONSNewspaper
TV
OOH
Radio
Online
Total Media Sponsorship Value
$546,187.00
57$45,000
$459,827
$23,300
$14,560
$3,500
Web 29Newspaper 14Magazines 10Television 2Radio 2
Total Ad Value
$37,047.00Total PR Value
$148,186.00
*Métricas por RUA Porter Novelli
Reach 2013 | METRICS
Did Festival Abierto encourage you to take care of your environment?
How worried are you about your environment?
Do you now the environmental care needs of your city?
79
80
110
24
29
312
6
31
1
A lot
A lot
YesSome
Some
N/RNot much
Not much
NoNothing
Nothing
0
0
0
80
80
120
40
40
80
20
20
60
40
20
60
60
100
Questionaire
Universidad Latina de PanamáSociedad Estudiantil de Ingeniería Ambiental - S.E.I.A
73
74 PARQUEARTE | FESTIVAL ABIERTO *Numbers provided by SPI
DEL OCÉANO
75
76 PARQUEARTE | FESTIVAL ABIERTO
Musical Stage
76 PARQUE ARTE | FESTIVAL ABIERTO
77
78 PARQUEARTE | FESTIVAL ABIERTO78 PARQUE ARTE | FESTIVAL ABIERTO
Festival Abierto’s musical stage is where all entertainment for
the festival is showcased, undoubtedly making it among its main
attractions. Every detail of the festival’s musical production is
organized by La Cresta Productions, a company with over 7 years
experience in cultural events and concerts all over Panama City.
Their charismatic productions of concerts for local and international
artists are known for using sites of great historical and patrimonial
value, and transforming them into an amazing hub for revolutionary
cultural experiences. Such sites include Panama La Vieja and Casco
Antiguo (Antiguo Club Union, Plaza de Francia, and Las Bóvedas).
La Cresta has collaborated and produced concerts in Panama City
for renowned artists from all over the world such as Jorge Drexler
(Uruguay), Amaral (Spain), Meat Puppets (USA), Mala Rodriguez
(Spain), Los Tres (Chile), Systema Solar (Colombia), Austin TV
(Mexico) and many others.
La Cresta is responsible for everything music related to the festival
from talent booking, all the way to stage and backstage technical
productions and setup.
79PARQUE ARTE | FESTIVAL ABIERTO 7979
SEÑOR LOOPPANAMA
MALA RODRÍGUEZSPAIN
81
ZEUSCANADA
USA
MEAT PUPPETS
83
KALI MUTSACHILE
85
XANTOSJORGEPANAMA
ZÒPILOT!
RIMA ROJA EN VENUS
CAYE CAYEJERA
COSTA RICA
ECUADOR
ECUADOR
LOS TIMIDOS
LUCI
THE VOX
PANAMA
PANAMA
PANAMA
87
SAMUEL ARCHER AND THE CARIBBEAN SWEET BAND
ALFREDO HIDROVO Y ERICK BLANKISET
TVN - CANTA CONMIGO
PANAMA
PANAMA
PANAMA
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90 PARQUEARTE | FESTIVAL ABIERTO
Muralists
5
9
1
6
10
2
7
11
3
8
12
4
1. ALEXANDER WTGES 2. ANNIE PEREDA 3. INSANO 4. IVAN BLASSER
5. JUAN TARTÉ 6. MARTANOEMÍ NORIEGA 7. MOLART 8. PERSE
9. PURPLE KING CREW 10. REMEDIOS 11. ROLO DE SEDAS 12. SUMO
2
7
91
8
3 3
1 93
11
6
5
2
9
10 10
95
96 PARQUEARTE | FESTIVAL ABIERTO
2nd Design Contest
OPEN TREE 2013
This year we re-launched the tree convocation
because of its huge success during the first edition.
We decided to make it more interesting and gave it
Celebrate the Oceans theme.
All entries had to be ocean related, creating a
beautiful pallet of creativity, inspiration, and marine
conservation consciousness.
All entires participated in the LG sponsored
contest and were exhibited on their pavilion.
The contest was via Twitter and consisted
of tweeting your favorite tree with hashtag
#arbolabiertoLG or #iconoabiertoLG
respectively, and the number of the tree you
wish to vote for. The winners received an LG
Photo Pocket.
3 MILLONES DE HABITANTES
NUMEROSOS RÍOS Y LAGOS
63
vamos a buscar la sencillez,ahí está la felicidad.
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98 PARQUEARTE | FESTIVAL ABIERTO
OPEN ICON2013
We invited the audience to participate in an icon
convening using the colors and themes of FA:
The idea was to value the communication through
icons, considering it goes further than language
and cultures. It is the oldest type of communication
known by human beings, the most inclusive, hence
the most Open.
WHAT IS AN ICON?
ECOLOGY & SUSTAINABILITY
SOCIAL RESPONSIBILITY
SCIENCE & EDUCATION
ART & CULTURE
98 PARQUEARTE | FESTIVAL ABIERTO
99
100 PARQUEARTE | FESTIVAL ABIERTO
Alternative Media
Augmented Reality
Postcards
To see augmented reality on this page download the
app: Festival Abierto for Android or iOS.
AUMENTA TU FESTIVAL
Después de entrar al Canal Festival Abierto apunta tu cámara a esta imagen
EN APP STORE GOOGLE MARKET
1. DESCARGA APP: FESTIVAL ABIERTO
2. APUNTA TU CÁMARA SOBRE LA IMAGEN
DESCARGAAPP: FESTIVAL ABIERTO
APUNTA TU CÁMARA SOBRE LA IMAGEN
Centerpoint
Panels
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102 PARQUEARTE | FESTIVAL ABIERTO
Collaboration STRIEducation for allSTRI Towers filled the FA
pavilions with valuable information about their
+100 years of research in Panama, educating FA
visitors during both days.
Paneles
103
104 PARQUEARTE | FESTIVAL ABIERTO
Design by: FA
Farmer’sMarketCollaborating with United Nations’ PPD program, FA helps the local artisanal commerce in the design of a product, as well as free space inside Parque Omar during FA 2013 to sell their products.
106 PARQUEARTE | FESTIVAL ABIERTO
FotoParqueAn itinerant photography expo that started at FA, and will then move around different parks in the country. This is a collection of colorful images, using the rainbow’s spectrum sequence, that separated transmit a distinct visual experience depending on the color. The expo seeks to involve society and its’ experiences, and so the images are received via Instagram so the public can share the colors lived in their daily life.
Instagram #FParqueArte
107
108 PARQUEARTE | FESTIVAL ABIERTO
FA 2014
2014 marks the centennial of the Panama Canal, a significant milestone in the long history of this modern
wonder of the world that Festival Abierto, along with several public institutions,
will be celebrating throughout the year.
Festival Abierto itself is also celebrating its third year, an occasion worthy of commemoration
with an incredible closing event.
108 PARQUE ARTE | FESTIVAL ABIERTO
Given its location and significance as the heart of the Americas, Panama and its thriving economy continue to serve a prominent role at the forefront of global economic trends. With the growing trend in marketing and branding towards Corporate Social Responsibility, Abierto Corp, Fundación Parque Arte and LG Electronics have made Festival Abierto a viable alternative for socially conscious companies seeking to innovate and develop their brands.
As a free event that seeks to bring culture, art, and science to the city of Panama, and with the recent support of the country’s premier nationwide television and broadcasting company, Festival Abierto was able to bring over 20,000 people to Parque Omar, as well as a virtual reach of millions more through a consistently active presence in social media. The opportunity to experience free and interactive education about Panama’s resources, arts, scientific value, and music provided for a community experience that rendered a significant PR value for Festival Abierto’s primary sponsors. For 2014, Festival Abierto, its principal partner LG Electronics, and the rest of the valued sponsors aim to extend the reach of to a regional level.
María Gilma ArrochaDirectora Legal y Artística Festival Abierto
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110 PARQUEARTE | FESTIVAL ABIERTO
Pets
110 PARQUE ARTE | FESTIVAL ABIERTO
111
112 PARQUEARTE | FESTIVAL ABIERTO
Contact
visit us at: festivalabierto.comfollow us on: facebook.com/festivalabierto or @FestivalAbierto
General information:info@festivalabierto.comWorkshops:talleres@festivalabierto.comMusical Production:musica@festivalabierto.comVolunteers:voluntariado@festivalabierto.comAuction:arte@festivalabierto.comLegal:legal@festivalabierto.comArchitecture:arquitectura@festivalabierto.com
113
Credits:
Aura BermúdezProject & Relationships Manager
Marc BelangerMedia & Social Director
Jong Hwa “Duly” LeeExecutive Director
Luis GuillénProject & Communications Manager
Rainer JürgensArt Director
Jorge Alemán BermúdezSTRI liaison
Ana Melissa Correa ClementParqueArte Foundation President
María Gilma ArrochaLegal y Artistic Director
Patrick DillonSenior Advisor
Janetti ChonExecutive Director
Juan Carlos García de ParedesMusical Producer
David CorzoBranding Consultant
Ian DillonConstruction Coordinator
Book Design: Rainer Jürgens
Photography: Carlos Arias, Carolina Borrero Arias, David Lucio, Diana Chan, Elías
Mendoza, Estefania Varela, Giovanni Melillo, Karina De León, Kat Yurchenko, Lina
Santos, Manuel Choy, Marc Belanger, Moises Rodriguez, Monty Belanger, Rainer Jürgens
Special Thanks: Angel Alvarado, Arturo Alvarado, Juan Manuel Cambefort, Ana Bertha
Carrizo, Fernando Fernández + family, Erica Gittens, Comunidad Guna, Jaime Ingram,
Jorge Calderon, Nadia Jorge, Elías Mendoza, Cristy Posse, Isa Posse, Mariana Rivas,
Montserrat Robles, Kat Yurchenko
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