Gainesville Parks and Recreation€¦ · Gainesville is home to over 3,200 acres of parkland that serve various purposes in the community. From cultural and historical landmarks,

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Gainesville Parks and

Recreation

2017 Campaign; Gainesville 150th Anniversary

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DynamicImageStaff

Account Executive Public Relations DirectorMoriah Gaynor Briana Lirio

copy Editor Social media director

Media Director Research Director

Lauren Blakely ART DIRECTOR

Ashley Milchman Sedona Huffy Katherine Gutierrez

Kimberly Miller

Promotions Director

Natalia Arteaga

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About Us

To the City of Gainesville Parks, Recreation and Cultural Affairs Team,

Thank you for giving us the exciting opportunity to work with you on the 150th anniversary celebration.

Dynamic Image is student-run, public relations agency composed of eight hardworking seniors from the University of Florida. Our agency was formed in January of 2017 as a representation of our work for “Public Relations Campaigns,” the capstone class of the public rela-tions program a UF.

As students, we aim to gain experience and knowledge from working with real clients, but as professionals our goal is to provide quality communication advice that will benefit your organization.

Our team comes from a wide array of personal and professional backgrounds including multiple cultures, languages, sectors of exper-tise, and professional strengths. We hope to bring our diverse back-grounds, strong work ethics, and unparalleled educational background to our campaign as we help your vision come to life through communi-cation.

Attached is copy of our team member’s individual biographies. Once again thank you and we look forward to working with you.

Sincerely,

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Executive Summary

Organization Overview

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Table of contents

History/Summary Mission Vision Goals Demographics

AgeEthnicity / RaceIncome

BudgetResponsibilitiesPast Partners / SponsorsCurrent Social Media AnalyticsCompetidor AnalysisPrimary Research SurveyIn-Depth InterviewsProblem StatementSWOTTarget and Secondary Audience Demographics Central ThemeKey and Supporting MessagesSuggested Goals / Objectives / Strategies / TacticsPricing AnalysisTimeline of EventsEvaluationAppendix

Appendix A – Complete Survey Findings

Appendix B – In-Depth Interview Transcript

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Appendix C – Suggested Monthly Themes / Events / CharitiesAppendix D – Calendar of All Current Appendix E - Gainesville Events Appendix F - Branding Ideas

Works Cited........................................................................................................................................... 102

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Executive Summmary

Our client, the Parks, Recreation, and Cultural Affairs (PRCA) division intends to hold a year-long celebration of Gainesville to commemorate the city’s 150th anniversary. This event will begin on April 15, 2019, highlight one citywide event each month, and end with a bookend celebration on April 15, 2020.

With limited time and the pressing nature of an approaching deadline, the Dynamic Image team conducted extensive secondary and primary research that will enable the most opportunity for attendance and growth at this celebration as well as an impactful presence on the city for years to come. While this structure can be applied to many demographic, our plan focuses specifically in that 18-32-age range, (millennials) people who are most likely UF or Santa Fe students.

Our selection of this specific target audience is based on the fact that according to the PRCA Master Plan Document, millennials compose 45% of the audience for PRCA services; however, when surveyed less than 40% have ever gone to a PRCA event or utilized a PRCA service.

This discrepancy sparked an insight and campaign that is designed to advance the University of Florida’s master plan, the PRCA Division’s master plan, spike participation at 150th anniversary-related events to new heights, and position Gainesville as a growing, innovative town.

Divided into three main objective, our plan details specific tactics to:

• Increase attendance for citywide programs over the course of the year and generate buzzaround the 150th celebration• Educate the audience about the history of Gainesville and the services available itscitizens• Increase funding and revenue for the civic initiatives

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“Our mission is to provide and maintain the natural, recreational and cultural facilities and programs that make Gainesville a great place to live, work and visit; and that help sustain the City economically, socially and environmentally.”

Mission Statement

Vision

“Our Goal is to make each experience in our parks, recreation facilities, natural areas and cultural facilities as enjoyable as possible so that residents and visitors will come back again and again.”

“Our vision is to be seen as the keepers and hosts of the places where nature, recreation and culture meet, offering memorable experiences for all.”

Goals

Gainesville is home to over 3,200 acres of parkland that serve various purposes in the community. From cultural and historical landmarks, to natural wildlife sanctuaries and recreational parks the Parks, Recreation and Cultural Affairs department houses a wide array of facilities and sites. The department was originally formed in the 1960s as solely a recreational sector of the government and later gradually transitioned into what it is today. Eventually the Cultural Affairs and Parks and Recreation departments were merged and now control both aspects in a more unified manner. The stated mission of this particular branch of local government is to “provide and maintain the natural, recreational facilities and programs that make Gainesville a great place to live, work and visit; and that help sustain the City economically, socially and environmentally.” Aiming to maintain and preserve the historically significant aspects of Gainesville culture, the department works with local businesses and members of the community to strive towards a cohesive but diverse group of events and services for the community. This includes the department working to incorporate nature, recreation and culture into the places and events that they are a part of, and take steps to maintain the pride and honor of the town. Currently, the department is “upgrading existing parks, expanding athletic and cultural facilities, providing environmental education, acquiring open space for nature-based activities, updating existing recreation centers and pools and developing new walking/biking trails and paths.”

When it comes to growth in general, the department released a plan in 2012 that encompasses the ideas and trajectory they want to take. After releasing the Master Plan, the department became one of 119 fully accredited by the Commission for Accreditation of Park and Recreation Agencies. Along these lines, the city of Gainesville has been well-known historically for its culturally rich music and history, along with a very diverse population thanks to the transient nature of the University. With these strong ties to a lot of different groups, the department has to encompass many aspects of culture if they want events to be successful. The department has little competition when it comes to other governmental entities, but faces huge roadblocks in the form of local businesses, restaurants and bars that appeal more to students. The fact that millennials have many other options, that are mostly free and encompass things and people they are familiar with, is heavily impacting the department’s attendance.

HISTORY / SUMMARY

ORGANIZATION OVERVIEW

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Demographics

DEMOGRAPHICS

Demographic data used for the analysis was obtained from Environmental Systems Research Institute, Inc. (ESRI); all data was acquired in May 2011 and reflects actual numbers as reported in the 2000 and 2010 Census, and ESRI projections for 2016, 2020 (pg. 5 PRCA Master Plan Document)

* This means residents living in Gainesville spend, on average, only 69 percent of what Americans doon average. This is in large part due to Gainesville’s high concentration of students.

AGE2010 census:18>: 22.5%~18-34: 43.8%35 – 54: 17.4%55+: 16.3%

2020 predictions:18>: 20%~18-34: 45%~35-54: 15%~55+: 20%~

ETHNICITY/RACE

2010 CensusCaucasian- 66%~African American- 25%~Asian-6%~2 or more races- 3%~

2020 Predictions:Caucasian- 62%~African American- 25%~Asian-10%~2 or more races- 3%~

Hispanic/Latino Demographics

2000Hispanic/Latino – 7.03%Not- 92.97%

2020Hispanic/Latino – 14.48%Not- 85.52%

INCOME

2010 Median – $29,595

Entertainment/Recreation Spending Potential Index – 69*

* This means residents living in Gainesville spend, on average, only 69 percent of what Americansdo on average. This is in large part due to Gainesville’s high concentration of students.

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Responsibilities

As laid out by the “2020 Master Plan” document, the Gainesville Parks, Recreation and

Cultural Affairs division aims to enhance SIX main areas of its operations in the upcoming 3

years.

- New and Improved Parks and Programs

- Athletic Facilities and Programs

- Nature Parks, Programs and Environmental Education

- Cultural Facilities and Programs

- Recreation Centers, Pools and Programs

- Trails and Bikeways System

FY 2014-2018 –

$6.0M - City CIP for Park Improvements

$5.17M - Parks Conservancy/Capital Campaigns

$25K - Concessions Revenues

$25K - Grant Funding

$375K - User Fees

$250K - Corporate Sponsorships

$160K - Volunteer Programs (150,000 hrs.)

$2.35M- not included within the subtotal

Budget

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The Gainesville Parks, Recreation, and Cultural

Affairs (PRCA) unit relies heavily on sponsorship for main event. Most noticeable is the relationships PRCA has cultivated for the Hoggetowne Medieval Faire.

Annually, the most noticeable partnerships have been local and regional radio stations including:

- Kiss 105.3 FM- 98.5 KTK- Magic 101.3- 102.3 FM- Q92 FM- 97.3 WSKY- 980 News Radio- Country 103.7- WIND-FM- WOW 104.9- WRUF

Other sponsors for this event include:- Paramount Plaza- Culture Builds Florida- Subway- Visit Gainesville- TV-20- Pure Energy Solar- Domino’s- The Gainesville Sun- Storter Childs Graphic Company

The other heavily sponsored PRCA facilitated area is Depot Park, which has had sponsorships with:

- Capital City Bank- Florida Geological Foundation, Inc.- FLorida Paleontological Society, Inc.- Misc. events such as the Holiday Tree

*Lighting were sponsored by the Thomas HistoricalCenter

Responsibilities

PAST PARTNERS / SPONSORSHIPS

A general trend is that RADIO has been a key tool in promotions as well as sponsorship.

Radio Demographics Millenials (those born between 1980 and 1996):

- 92% of Millenials are reached weekly by radio- Almost 12 hours spent with radio each week

Generation X (those born between 1965 and 1979):- 95% of Generation X reached weekly by radio- More than 13.5 hours spent with radio eachweek

Nearly 75% of Generation X listeners work full-timeBoomers (those born between 1950 and 1964):

- 94% of Boomers reached weekly by radio- Boomers spend the most time with radio eachweek, with an average of over 15 hours

Hispanics (those 12 and older)- 97% of all Hispanics use radio each week (54%male; 46% female)- Hispanics spend on average about 12.5 hourseach week with radio

African Americans (those 12 and older)- Over 31 million African American listeners useradio each week- Listen slightly more weekly than Hispanics, withan average of 12 hours and 47 minutes

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General observations

- Links all easy to find in under “Contact Us”

- Could expand to other social media – Instagram, Snapchat (lenses and geofilters specific to parks and

events), YouTube

- Facebook most popular

- Same profile picture across Facebook and Twitter – good tactic

- Going live on Facebook and/or Twitter could increase engagement

CURRENT SOCIAL MEDIA ANALYTICS

Flickr- Following: 3- Follow more followers back – increase engagement- 5,615 pictures- No regular postings- Extremely low engagement- Is there a different platform where these pictures may be utilized better/seen more?

Demographics: No engagement, but followers are people with affiliations to the city of Gainesville

RSS – link on http://www.cityofgainesville.org/ParksRecreationCulturalAffairs.aspx#157631-cotact-us

- Links to nothing- Fix this, or remove link from site

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CURRENT SOCIAL MEDIA ANALYTICS Facebook- People who also like other Gainesville organizations- 76 checks in

+ Encourage people to check while at parks/events – could be thousands+ Less than 10 likes per post+ Most less than five+ A lot with none

- Daily posts, sometimes multiple times daily- Typically included media with posts (photos, videos, etc) – GOOD

+ Posts with videos always have higher interaction- Repost events and other updates multiple times- More interaction of reposts than initial posts- Little to no shares- Curated content receives more engagement- More posts involving the community

+ i.e., the post congratulating the Mavin Construction softball team+ Tag the people in the photo – encourages interactions and shares

- 4.5/5 rating+ Reviews are just ratings – no reviews that give details or explanations

- Not receiving comments on posts+ No direct interactions

- Demographics: Likes from student population in Gainesville and Gainesville native.Interaction mostly comes from Gainesville natives/community members or someone withaffiliation to Gainesville PRCA.- Site is informational

+About us is filled out+ Helpful links

Twitter- Tweets: 3,289- Only 58 likes- Posts/updates daily – sometimes multiple times daily- Could utilize a pinned tweet for an upcoming event – currently does notdo this.- Posts typically do not include media such as pictures, infographics,videos- Feature more media – like we do on Facebook- Utilize more promoted tweets- Share more curated content- Extremely low engagement and interaction – little to none.- Follow more followers back to encourage interactions- Links back to the website- Could have a more in depth bio/about us- Demographics: Followers are typically Gainesville natives/communitymembers in Gainesville and people with affiliations to the city ofGainesville.

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Sesquicentennial celebrations are common in many towns, though most notably seen in places of higher education. The next two examples show two different approaches to these celebrations. The first, from Talla-hassee, is focused on the numerical attendance and economic stimulation the celebration had on the town. The second, in Ann Arbor, MI, focuses on the historical context and communal growth of the town in the minds of the citizens. One important takeaway from each example is the fact that community engagement was very highly regarded in both attendance and general emotional engagement.

Tallahassee, FL- Spent a year celebrating their 150th anniversary, with one main focus each month- Emphasis on local business and had many economic incentives- Major event was held in March, on the day the city was founded, but this was not the only focus of the year.

+The community turnout was high for many of the events, but the main event, a televised pageantwith celebrity judges and various talent acts, drew in over 7,500 people in one of their local parks - The events each month were just one-day events, but highlighted the parts of Tallahassee that were mostimportant to the local economic community- Educating the public on the history of the town was a key element in this celebration campaignOn the day of the March celebration, the local newspaper had six sections devoted to different parts of localhistory and information about the celebration

Overall, the tone of the celebration was focused on what made Tallahassee into the city that it was, and embraced the local time and culture as well as historical information. Each event drew large crowds averaging from 750 to 1000 and were held in a different place each month and were able to draw in all ages and demographics.

Competitors

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Ann Arbor MI- Celebrated with a yearlong celebration that encompassed all areas and facets of the town- Had historical approach and emphasis, but knew that in order to succeed in their plan to bring attention andrecognition to that town that had led up to the current state- Key and consistent messaging that ties past to present

+”recall, describe, interpret and relate the past to the present” state of the town. +“The Ann Arbor of the future will not be the product of pure chance-it will result from citizen involve-

ment, business and governmental decisions,” - The city wanted to highlight that as they took on the role of caring for the future of the community.- Created a commission that would be spearheading the planning of the celebration.

+Comprised of 42 members, each from different sectors of the working community, the commissionscheduled events that coincided with events that the community already planned each year-Incorporated the 150th anniversary into the framework of involvement that already existed, allowing theirturnout to be higher and more consistent.

They held events all year long, with the goal of finishing out the year with every citizen of Ann Arbor knowing something more than they started the year with, and measured their success as a general culmination of all the events instead of attendance.

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Primary Research Summary

SurveySee apendix A for full results

Objective of survey:To determine the knowledge millennial in the Gainesville area have of PRCA and the level of their involvement in local, city-coordinated events.

Methodology: Distributed an online survey to 449 participants over a 13 week span from February 16 until March 1, 2017.

Objective of in-depth interviews:To gain insight into how millennial in the Gainesville area view their relationship with the city, civic engage-ment. Additionally, we wanted to hear suggestions on how to entice non-participants to start coming to PRCA events.

Methodology: Each member of “Dynamic Image” selected one person, all of different demographics within the “millennial” age group, and read a script, recording each participant’s response.

Key takeaways:Overall those who took the survey were not very knowledgeable about Gainesville and the Parks, Recreation and Cultural Affairs unit…only 37.8% could correctly identify how many parks (within a range) there arewhen given a list of potential responsibilities, at least 45.9% of participants selected an incorrect answer less than half (44.1%) knew how old Gainesville is in 2017

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Demographics:446 peopleAge Distribution: 11.38% = 1820.63% = 1920.63% = 2022.48% = 2111.64% = 223.79% = 239.26% = 24+Skewed female (81% to 19%)Most are UF students currently enrolled (86.9%) …who are NOT from the Gainesville area (94.7% to 5.3%)

In addition to a lack of general area knowledge, participants reported that MORE THAN HALF had either not been to a Parks, Recreation and Cultural Affairs event or that they were uncer-tain if they had (42.2% and 19.8% respectively)

To help remedy this, we asked a series of basic questions to serve as guiders moving forward and found….

- Of those who had attended an event, FacebookEvents (41.36%) and Word of Mouth (34.6%) werehow they mostly discovered it

- Which correlates to how participants said they usual-ly hear about events in general (FB=87.2 WoM=67.1)

- While the vast majority would want to attend anevent (93.9%) it was overwhelming that the optimalnumber of events to push would be one per month(64.8%)

- For participants, the type of event mattered most,followed by cost of attendance, time of event, proxim-ity to UF campus, and size of event

- And that Saturday appeared to be the most popularday for attendance (60.6%)

Finally, in regards to a 150th anniversary… - A plurality of responses indicated a preference for anight event from 5 p.m. – 2 a.m. (48.6%)

- And participants were slightly keen on the celebra-tion happening on the actual anniversary (53.4%)

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Important overall themes

Out of the six students, only three said they were “civically engaged in Gainesville” despite five admitting to being civically engaged at home... HOWEVER People in this age group have a general interest in participating in city programs 4/6 claimed Gainesville as their “home away from home”

Suggestions on what would make them more engaged:- Activities specifically linked to clubs / groups- Community service and “give back to the community” opportunities via UF- Activities that appeal to specific college’s interests- Better and more widespread communication about event happenings- UF partnership and promotion on a UF website- Participant C was very clear that he was apathetic to anything civic and only had an interestin things related to his major (engineering).- Individual college integration is key to attracting “civically apathetic” students

In-depth InterviewsSee apendix B for full results

Participant A: F / 22 / Caucasian / Parkton Maryland NativeParticipant B: F / 19 / Caucasian / Ft. Lauderdale NativeParticipant C: M / 21 / Nigerian / Tampa NativeParticipant D: M / 29 / Hispanic / Popayan, Columbia NativeParticipant E: M / 21 / Biracial / Jacksonville Native Participant F: F / 22 / Hispanic / Ft. Myers

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“It is important to be a part to of the communi-

ty because the more you invest in it the more

opportunities”

– Participant E

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Pull-Quotes

“I have good feelings towards the town and the

school. It grew on me over the time. I don’t re-

call things that I don’t like about it. If I wasn’t so

busy, I would have liked to get more involved.”

– Participant D

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“I didn’t have any friends or family when I first

moved there. I felt like there was a strong sense of

community and appreciated different parts of the

city like The DNA bridge, The Wall on 34th, Paynes

Prairie, The Duck Pond on Newberry, ect.”

Participant A

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“Without my family, this place doesn’t feel like

home, just a temporary stop before going some-

where else. It is definitely a process to consider

anywhere my home.”

– Participant F

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“Most of the time I have heard of events that I

would be interested in attending from someone

else after the event has happened. If I’m lucky

enough I find out before and hopefully not have

any plans before I decide to go.” – Participant F

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With less than two years until the 150th Anniversary Celebration for Gainesville, the Parks, Recreation, and Cultural Affairs division of the City of Gainesville needs a strategic plan to position all anniversary-related activities in a way that attracts citizens, promotes all of Gainesville’s unique attributes, and positions the city as an innovative hub with a bright 300thanniversary to come.

Problem Statement

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Strengths:-The Gainesville Parks Department has a strong digital presence.

+ Their electronic calendar of events is easily accessible to anyone interested in knowingwhat is happening in the city.+ They have both a Facebook page and a Twitter, which are the predominant platforms bywhich millennials access their information.+ Their website has PDF digital mock ups of all their printed advertisements, and is easy tonavigate allowing users to sign up for electronic newsletters with one simple email.

- The department has a strong following from families and locals within the Gainesville area.- The public has access to about 80 parks.- The events organized by the Parks Department are inclusive of all interests; they range from artand cultural appreciation to athletic participation.- Many of the centers provided by the department are historically rich, and access to thisinformation is made readily accessible to the public through detailed record keeping within the citylibraries.- The department provides the community of Gainesville with many programs.There are an abun-dance of recreational programs tailored to children in order to improve their leadership skills.

SWOT Analysis

Weaknesses:- The Gainesville Parks Department does not have a large attendance at their events on behalf ofthe student population within the University of Florida and Santa Fe College, despite the fact thatthey make up half of the Gainesville population and stated audience of the department.- Many of the students have shown apathy in regards to programs offered by the department.- Many of the students are not born and raised in Gainesville, so they do not view the city as theirhome.- The musical events hosted by the department are mostly consistent of local talent, whichminimizes the amount of publicity the concert series can get.- The department works with a limited budget, much more limited than those of bigger city areassuch as Miami-Dade County.- Some of the events and programs hosted by the department are unknown to the community be-cause they have a small following on social media, so unless someone is looking for informationthere is a limited possibility they will come across it.- Most event and program advertising is done through typical conventional methods, thus makingthe event less memorable and appealing.

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Opportunities:- The department can partner with UF and SF to host events.

+ There are student organizations on both campuses, such as UF Circle K International,that focus on civic duty. These collegiate organizations can be used by the department as aresource for volunteers.+ Many students, specifically those involved with the arts and communications, would bewilling to volunteer in aiding the promotions and planning of department events in order togain experience.+ UF has access to big name artists and speakers because of their large budget, theseevents could provide the department with the chance to reach the student population.

- As the number of large businesses headquartered in Gainesville grow so do the opportunities forsponsorships.- The lower millennial demographic (18-24) is a large, untapped demographic in the Gainesvillearea that has not yet been activated and can drastically increase participation in the 150th event-- There are close to 80 parks that can be used as event and programming space.

Threats:- Many Gainesville bars, such as Whiskey House, provide visitors with free live music and access toalcohol, which might be more attractive to students when compared to the department’s concertseries.- UF has many events that compete with those held by the Gainesville Parks Department

+ They have Flavet Field which is where they hold many of the large events, along with theStephen O’Connell Center, Hume Field, Southwest Recreational Fields and the MaguireField.

- UF provides students with more affordable ways to appreciate art and culture. They get freeentrance to the Harn Museum and the Florida Museum of Natural History.- SF has a zoo, which largely attracts families and students interested in animal science, the ParksDepartment does not have anything similar to this.- Because many student only spend 4-6 years in Gainesville, they perceive it as a “transient” townand are less personally invested in it than a hometown or a goal “post graduate” location such asNew York or Los Angeles- Many students go home for the holiday season, which is when the department has some of theirlargest, big budget, functions.

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Our campaign for the Gainesville Parks Recreation & Cultural Affairs Department is driven by our research of the Gainesville and University of Florida community. Because students make up such a large demographic of the city of Gainesville, we want to incorporate them in Gaines-ville’s 150th celebration as our target audience. We at Dynamic Image launched a survey with 86 percent of our feedback coming from UF students. Upon analyzing the results, we found that millennials in Gainesville are not aware of all the opportunities and events held by PRCA. The majority of those that filled out the survey were not from Gainesville, which causes a huge lack of knowledge about the PRCA. While this group of students is not very knowledgeable on the Gainesville community, we deduce that they are the best group for the PRCA to target specifical-ly. Only 44 percent of our survey takers knew how old Gainesville was. Additionally, 43 percent have not attended any events put on by PRCA. With these large gaps, it’s extremely important to engage these students in the Gainesville community. Out of all Gainesville residents, UF stu-dents may be the least likely to attend PRCA events. Additionally, with both the University citing that they want to bridge the downtown to the University; this ideas works with PRCA’s Master Plan initiative to increase attendance and involvement within the Gainesville area. This is why we’ve selected them as the target audience.

According to our in-depth interviews with UF students, only half of them claimed to be civically engaged in the Gainesville community, even though all the respondents are interested in partici-pating in citywide programs. This gap in interest and action is definitely something that PRCA will have to overcome in order to effectively reach its target audience of millennials. The best way to target this group is by social media promotions, which PRCA currently does on Facebook. Based on our survey results, 41 percent of participants said they heard about previous Gainesville events through event pages on Facebook. This is definitely something that PRCA should contin-ue doing in order to reach the millennial audience in Gainesville.

Target Audience: Millennials

TARGET AND SECONDARY AUDIENCE

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Secondary Audience: Families

The secondary audience for this campaign would be families in the local Gainesville and surround-ing areas. PRCA cites that creating programming that would encourage family participation would draw a large audience for different events. Having families be the secondary audience of the cam-paign benefits PRCA in multiple areas. Aside from the large demographic of college students due to Gainesville being home to the University of Florida, families are a way to increase participation and attendance in events. By targeting families, PRCA targets multiple individuals per instance, whether it is a small family of two parents and a child, or two parents and multiple children. In ad-dition to being a way to target larger groups of people, targeting families as a secondary audience promotes education. By having families bring younger children to the PRCA events, children are exposed to these events, places, and Gainesville community from a young age, and will continue to grow up surrounded by this environment. Familiarity with their environment prompts these children to be in the know about what’s going on in their community, and would in turn become more apt to attend these different events. By targeting families, PRCA would be not only be targeting a large group of different demographics (gender, age, race, etc.), but would be instilling education and a sense of familiarity with the younger age demographics, who will grow into future audiences and consumers.

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With this central idea, the goal is to identify this year-long festivity as a celebration of the past as well as a marker of the future. Similar to Ann Arbor, a key component is acknowledging the history of Gainesville, and how that in intertwined with the future.

Come celebrate 150 years of Gainesville history

and welcome in the future 150.

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SUPPORTING MESSAGES AND LANGUAGE GUIDE

Explore what Gainesville does for you, and what

you can do for your city.

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A major component of this celebration will be education; educating the citizens on all the resourc-

es available through the city of Gainesville. This supporting message both plays on our inherent

obligation towards civic engagement, as well as the facilities and activities available to all those

who live within the city. Additionally the language “explore” invites citizens to seek and learn, while

it does not oblige them to.

Central Theme

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Celebrate ___________ with us!

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As simple as this message is, the language is

strong. It’s important to push this phrase on

social media and flyers, varying what the cele-

brations is with the theme of the month. This will

alert the public to the theme each month as well

as associate the word “celebrate” with Gaines-

ville’s 150th celebration.

KEY WORDS TO USE:

“Celebrate”

“Future”

“History”

“Explore”

“Invite”

KEY WORDS TO AVOID:

“Past”

While history is an ongoing element in

a culture, “past” gives the idea that it is

behind us

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Increase attendance for citywide programs over the course of the year and generate buzz around the 150th celebration

goal, objectives, strategies and tactics

Goal 1:

Strategy : Create more partnerships with the college campuses within the city of Gainesville to

generate a sense of unity and mutual investment between the City and student population

Tactics:- Contact colleges within UF and Santa Fe, such as UF The College of Arts, and offer their students a chance to gain experience volunteering/participating in the monthly promotional events - Co-sponsor events in conjunction with UF organizations such as the Harn, UF Recsports, Sma-thers Libraries - Create a partnership which would enable UF student organizations to use city facilities for official organizational events- Table at “Preview” to inform incoming UF students of a monthly Gainesville celebration culminating with a 150th anniversary in April

Increase millennial attendance at promoted

monthly events by 40% in order to slowly

build civic engagement in the collegiate

community

Objective 1:

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Strategy 2:Use gorilla marketing tactics at locations where millennials frequent.

Tactics:- Go to local downtown Gainesville coffee shops, such as Volta, and flyer/give out promotionalmaterials to help advertise the monthly promotional events along with the 150th celebration.- Attend local businesses that offer free live music and provide them with promotional material thatthey can give out on those nights.- During the weekends, flyer outside of the bars located in Midtown Gainesville. Have these flyersprovide students with discounts to the promotional monthly events.- Host a physical activation in a tent on the North Lawn on the first few days of each month topromote that month’s event- Offer special discount for students to attend local events- Strategically partner with organizations well-known to students

+ Food trucks+ Midtown locations+ Study edge+ Barre Forte+ Promote events via services students check:+ Facebook events (survey)+ Flyering+ The Alligator+ Gainesville Sun

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Strategy :

Position the year as an opportunity to learn about Gainesville through monthly events which culminate to a large 150th celebration in April

Tactics:- Host one major monthly event each month beginning on the 150th anniversary of April 15, 2019, tocreate a specific event for each month and direct citizen traffic- Position each month around a theme to intrigue students and keep the content novel (SEE APPENDIXC for a list of suggested monthly themes, menu of possible events, and suggestions for charity compo-nent)- Offer promotions for the next month at the one prior (such as drink tickets, skip the line passes, or freefood vouchers)- Work with local and on-campus media to run radio, TV and print ads promoting PRCA events to growexposure and reach (Previous partners include: Kiss 105.3 FM, 98.5 KTK, Magic 101.3, 102.3 FM,Q92 FM, 97.3 WSKY, 980 News Radio, Storter Childs Graphic Company, Country 103.7, WIND-FM, WOW104.9, WRUF, Paramount Plaza, Culture Builds Florida, Subway, Visit Gainesville, TV-20, Pure EnergySolar, Domino’s, The Gainesville Sun)

Use the 150th anniversary on April 15,

2019 to spark civic interest, and build

interest of Gainesville through monthly

events held on the 2nd Saturday of each

month to culminate to at least 6,000 in

attendance at the final celebration on

April 15, 2020

Objective 2:

30

Educate the audience about the history of Gainesville and the services available its citizens

Goal 2:

Strategy : Increase attention to already established owned and social media

Tactics:- Ground all social posts to a page on the website- Promote social media posts (Facebook) onto UF and Santa Fe students’ newsfeeds- Create a detailed CENTRALIZED calendar of all Gainesville events on the website for the public toaccess (SEE APPENDIX D)- Do bi-weekly “this week in history” social posts to inform public of Gainesville history.- Hold contests on social media platforms, give out tickets to attend monthly promotional events.- Offer a monthly newsletter sign-up to inform participants of events for that month, notable birth-days in Gainesville history, notable events in Gainesville history, and recent accomplishments- Create Facebook event pages in order to promote events- Twitter give-away for free tickets to the 150th celebration for people that follow PRCA on Twitter- Offer social media internship for students of CJC to build up social media

Create a clear online flow of traffic and an

effective online presence meant to inform

the public of current events within the com-

munity and history of the city

Objective 1:

31

Strategy: Target future Gainesville residents to generate a sense of loyalty and encourage future

civic engagementTactics:- Have representatives of the Parks Department attend school functions, or give class presenta-tions, in which they use fun interactive activities to educate elementary age students on the historyof Gainesville.- Infuse PRCA events with popular first-year classes such as “What is the Good Life?” (or whateverthe mandatory 1st year class will be in 2019) and “First Year Florida”- Offer free monthly tours that encompass visits to the parks, cemetery, plazas and all the bigmonuments the city has to offer such as The Historic Thomas Center.- Create monthly events meant to educate and entertain such as:- Cotton Club Event - Roaring 20s themed eventPartner with the Harn Museum to exhibit art produced by Gainesville natives- Have a contest where children in elementary schools would draw important historic momentsthat took place in Gainesville

Infuse the history of Gainesville and

services of the department with ongoing

education efforts

Objective 2:

32

Strategy: Use the resources the PRCA already has to create newsworthy events and eye-catching

advertisements

Tactics:- Use the resources the PRCA already has to create newsworthy events and eye-catchingadvertisements- Partner with Gator Growl to help attract larger talent Hire a “public relations intern” to help pitch - recent accomplishments to publications - Continue to utilize the media partners PRCA uses for other events to run similarly structured ads and promotions. Become easily accessible to the media or any outlet used as a news source. - Use consistent branding and colors to gain brand-recognition from residents (SEE APPENDIX E) - Host press conference in which you invite all the local news channels, TV20 and GTN, and tell them about the 150th celebration.

Gain more media cover publications to gain

local and regional awareness of the city

Objective 3:

33

Increase funding and revenue for the civic initiatives

Goal 3:

Strategy : Entice businesses to buy-in to the 150th celebration by providing an audience for their

brand and a tiered sponsorship program

Tactics:- Develop a system that will have tiered sponsorship levels. The amount that a business providesmay entitle them to different rights such as larger ads, more space, digital and print recognition- Allow businesses to “buy” entire events. Make the months available for exclusive sponsorship- Develop partnerships that would enable sponsors to also sell items at select events- Approach businesses with a large millennial following, yet small sponsorship background

+Potential Businesses: Patticakes, Pop-A-Top, Maude’s, Satchel’s, Cymplify- Offer a “yearbook” of the past 150 years as well as details on that year’s celebrations for collec-tors and include sponsor information in the back*** also key for merchandising

Form at least 5 new partnerships with local

businesses and encourage sponsors for the

150th celebrations

Objective 1:

34

Strategy: While the events should remain free, added amenities to enhance monthly experiences

Tactics:- Design, promote and distribute themed paraphernalia, including: shirts, key chains, posters, etc.- Do occasional on-campus free giveaways to make this merchandising desirable for purchase- At events, offer an “upgraded” option for a low cost (such as front seating, first admission, orbuying food in advance at a discounted price)- Create partnerships to have food trucks and a beer garden for purchase at events- Reward large, private donors with a “Gala” held in May after the conclusion of the Year’s events

Strategy 2:

Entice citizens to spend at these events by infusing a charity component

Tactics:

- Donate 15% of each month’s earned revenue from events to a specific charity organization linked

with that cause

- Encourage a seasonal community project

- At each major Saturday event, have a submission box where people can vote on what they would

like to see improve in the City and on April 15, 2020 pledge to count the tallies and dedicate 10%

of the event’s overall revenue to that concern

Generate 10% of the budget’s revenue from

revenue related to merchandising and sales

Objective 2:

35

Budget

After having a discussion with PRCA, we have evaluated a TOTAL budget for the 150th celebration to be $200,000; $150,000 coming from department contributions, and an estimated $50,000 coming from sponsorship and fundraising efforts. With that being said, we evaluate a realistic public relations and marketing budget to be 20 percent of the total budget, or $50,000 to be allocated as follows:

36

37

Implementation schedule

- June-August 2018: Table at “Preview” to inform incoming UF students of a monthly Gainesville celebration culminating with

a 150th anniversary in April

- September 17, 2018: Start contacting sponsors for the 150th celebration.

- October 14, 2018: Contact UF to create a partnership which would enable UF student organizations to use city facilities for

official organizational events

- November 7, 2018: Contact UF organizations such as the Harn, UF Recsports, Smathers Libraries to generate a joint list

of possible future co-sponsorships.

- November 12, 2018: Start developing merchandising for the 150th anniversary.

- January 1, 2019: Hire a “public relations intern” to help pitch to the media.

- January 7, 2019: Contact colleges within UF and Santa Fe, such as UF The College of Arts, and offer their students a

chance to gain experience volunteering/participating in the monthly promotional events.

- February 1, 2019: Social media posts, on various platforms, announcing the upcoming year of events.

- February 13, 2019: Create a detailed CENTRALIZED calendar of all Gainesville events on the website for the public to

access

- March 1, 2019: Social media posts, on various platforms, announcing the upcoming year of events.

- March 5, 2019: Contact print media such as The Alligator and the Gainesville Sun to advertise the year long promotional

events leading up to the 150th anniversary.

- March 5, 2019: Contact broadcast media such as March 2019: Contact print media such as The Alligator and the Gaines-

ville Sun to advertise the year long promotional events leading up to the 150th anniversary.

- March 5, 2019: Contact local news outlets such as TV20, GTN and WUFT to advertise the year long promotional events

leading up to the 150th anniversary.

- March 2019- April 2020: Go to local downtown Gainesville coffee shops, such as Volta, and flyer/give out promotional

materials to help advertise the monthly promotional events along with the 150th celebration.

- March 2019- April 2020: Attend local businesses that offer free live music and provide them with promotional material that

they can give out on those nights.

- March 2019- April 2020: During the weekends, flyer outside of the bars located in Midtown Gainesville. Have these flyers

provide students with discounts to the promotional monthly events.

- March 2019- April 2020: Host a physical activation in a tent on the North Lawn on the first few days of each month to

promote that month’s event

- April 2019- April 2020: Offer special discount for students to attend local events

- April 1, 2019: Social media posts, on various platforms, announcing the upcoming year of events.

- April 5, 2019: Hold contests on social media platforms, give out tickets to attend monthly promotional events.

- April 10, 2019: Send out newsletter to inform participants of events for that month, notable birthdays in Gainesville history,

notable events in Gainesville history, and recent accomplishments

- April 11, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

38

- April 12, 2019: Social media posts, on various platforms, highlighting the first event of occurring within the year long cel-

ebration.

- April 15, 2019: One year until 150th celebration. Host press conference to announce the year long celebration.


- April 25, 2019: Donate 15 percent of each month’s earned revenue from events to a specific charity organization linked

with that cause.

- April 28, 2019: Offer free monthly tours that encompass visits to the parks, cemetery, plazas and all the big monuments

the city has to offer such as The Historic Thomas Center

- May 1, 2019: Community seasonal project

- May 5, 2019: Hold contests on social media platforms, give out tickets to attend monthly promotional events.

- May 10, 2019: Send out newsletter to inform participants of events for that month, notable birthdays in Gainesville history,


- May 11, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- May 15, 2019: Contact UF about infusing PRCA events with popular first-year classes such as “What is the Good Life.

- May 20, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- May 25, 2019: Donate 15 percent of each month’s earned revenue from events to a specific charity organization linked

with that cause.

- May 28, 2019: Offer free monthly tours that encompass visits to the parks, cemetery, plazas and all the big monuments


- June 5, 2019: Hold contests on social media platforms, give out tickets to attend monthly promotional events.

- June 10, 2019: Send out newsletter to inform participants of events for that month, notable birthdays in Gainesville history,


- June 11, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- June 20, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- June 25, 2019: Donate 15 percent of each month’s earned revenue from events to a specific charity organization linked

with that cause.

- June 28, 2019: Offer free monthly tours that encompass visits to the parks, cemetery, plazas and all the big monuments


- June 2019-August 2019: Table at “Preview” to inform incoming UF students of a monthly Gainesville celebration culminat-

ing with a 150th anniversary in April

- July 5, 2019: Hold contests on social media platforms, give out tickets to attend monthly promotional events.

- July 10, 2019: Send out newsletter to inform participants of events for that month, notable birthdays in Gainesville history,

notable events in Gainesville history, and recent accomplishment

- July 11, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- July 20, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- July 25, 2019: Donate 15 percent of each month’s earned revenue from events to a specific charity organization linked

with that cause.

- July 28, 2019: Offer free

monthly tours that encompass

visits to the parks, cemetery,

plazas and all the big monu-

39

ments the city has to offer such

as The Historic Thomas Center

- August 5, 2019: Hold con-

tests on social media platforms,

give out tickets to attend month-

ly promotional events.

- August 10, 2019: Send out newsletter to inform participants of events for that month, notable birthdays in Gainesville

history, notable events in Gainesville history, and recent accomplishments

- August 11, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- August 20, 2019: Do “this week in history” social posts to

- inform public of weekly history of Gainesville

- August 25, 2019: Donate 15 percent of each month’s earned revenue from events to a specific charity organization linked

with that cause.

- August 27, 2019: Contact UF about partnering up with Gator Growl to attract larger talent.

- August 28, 2019: Offer free monthly tours that encompass visits to the parks, cemetery, plazas and all the big monuments


- September 1: Seasonal Community Project

- September 5, 2019: Hold contests on social media platforms, give out tickets to attend monthly promotional events.

- September 10, 2019: Send out newsletter to inform participants of events for that month, notable birthdays in Gainesville


- September 11, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- September 20, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- September 23, 2019: Contact schools about setting up a day where park representatives can go speak to students.

- September 25, 2019: Donate 15 percent of each month’s earned revenue from events to a specific charity organization

linked with that cause.

- September 28, 2019: Offer free monthly tours that encompass visits to the parks, cemetery, plazas and all the big monu-

ments the city has to offer such as The Historic Thomas Center

- October 5, 2019: Hold contests on social media platforms, give out tickets to attend monthly promotional events.

- October 10, 2019: Send out newsletter to inform participants of events for that month, notable birthdays in Gainesville


- October 11, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- October 20, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- October 23, 2019: Have representatives of the Parks Department attend school functions, or give class presentations, in

which they use fun interactive activities to educate elementary age students on the history of Gainesville.

- October 25, 2019: Donate 15 percent of each month’s earned revenue from events to a specific charity organization linked

with that cause.

- October 28, 2019: Offer free monthly tours that encompass visits to the parks, cemetery, plazas and all the big monuments


- November 5, 2019: Hold contests on social media platforms, give out tickets to attend monthly promotional events.

- November 10, 2019: Send out newsletter to inform participants of events for that month, notable birthdays in Gainesville


40

- November 11, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- November 19, 2019: Have a contest where children in elementary schools would draw important historic moments that

took place in Gainesville

- November 20, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- November 25, 2019: Donate 15 percent of each month’s earned revenue from events to a specific charity organization


- November 28, 2019: Offer free monthly tours that encompass visits to the parks, cemetery, plazas and all the big monu-


- December 1, 2019: Seasonal community project.

- December 5, 2019: Hold contests on social media platforms, give out tickets to attend monthly promotional events.

- December 10, 2019: Send out newsletter to inform participants of events for that month, notable birthdays in Gainesville


- December 11, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- December 20, 2019: Do “this week in history” social posts to inform public of weekly history of Gainesville

- December 25, 2019: Donate 15 percent of each month’s earned revenue from events to a specific charity organization


- December 28, 2019: Offer free monthly tours that encompass visits to the parks, cemetery, plazas and all the big monu-


- January 5, 2020: Hold contests on social media platforms, give out tickets to attend monthly promotional events.

- January 10, 2020: Send out newsletter to inform participants of events for that month, notable birthdays in Gainesville


- January 11, 2020: Do “this week in history” social posts to inform public of weekly history of Gainesville

- January 18, 2020: Do on-campus free giveaways, in both UF and Santa Fe, to make this merchandising desirable for pur-

chase

- January 20, 2020: Do “this week in history” social posts to inform public of weekly history of Gainesville

- January 25, 2020: Donate 15 percent of each month’s earned revenue from events to a specific charity organization linked

with that cause.

- January 28, 2020: Offer free monthly tours that encompass visits to the parks, cemetery, plazas and all the big monuments


- February 5, 2020: Hold contests on social media platforms, give out tickets to attend monthly promotional events.

- February 10, 2020: Send out newsletter to inform participants of events for that month, notable birthdays in Gainesville


- February 11, 2020: Do “this week in history” social posts to inform public of weekly history of Gainesville

- February 20, 2020: Do “this week in history” social posts to inform public of weekly history of Gainesville

- February 25, 2020: Donate 15 percent of each month’s earned revenue from events to a specific charity organization


- February 28, 2020: Offer free monthly tours that encompass visits to the parks, cemetery, plazas and all the big monu-

ments the city has to offer such

as The Historic Thomas Center

- March 1, 2020: Seasonal

community project.

41

- March 5, 2020: Hold contests on social media platforms, give out tickets to attend monthly promotional events.

- March 10, 2020: Send out newsletter to inform participants of events for that month, notable birthdays in Gainesville his-

tory, notable events in Gainesville history, and recent accomplishments

- March 11, 2020: Do “this week in history” social posts to inform public of weekly history of Gainesville

- March 14, 2020: Start developing a “yearbook” of the past 150 years as well as details on that year’s celebrations for

collectors and include sponsor information in the back*** also key for merchandising

- March 20, 2020: Do “this week in history” social posts to inform public of weekly history of Gainesville

- March 25, 2020: Donate 15 percent of each month’s e

- arned revenue from events to a specific charity organization linked with that cause.

- March 28, 2020: Offer free monthly tours that encompass visits to the parks, cemetery, plazas and all the big monuments


- April 5, 2020: Hold contests on social media platforms, give out tickets to attend monthly promotional events.

- April 10, 2020: Send out newsletter to inform participants of events for that month, notable birthdays in Gainesville history,



- April 14, 2020: Release 150th anniversary yearbook.

- April 15, 2020: 150th celebration.

42

Similar to that of Ann Arbor and Tallahassee, our objectives are to educate the residents and

have increased turnout at city-wide events. For this reason, the best form of evaluation is attend-

ance. We suggest setting clear metrics for each event, and monitoring how many people attend.

Additionally, as one of our objectives is to increase awareness of city-wide initiatives, events, and

programs, another useful metric will be measuring the year after (2020-2021) against the year

before the 150th celebration campaign to see if there was any increase in attendance at events.

While correlation does not indicate causation, this will still be valuable to see if the public is more

educated of Gainesville initiatives. Finally, to gauge attitude we suggest re-distributing our initial

survey at the end of the campaign. This will empirically show what millennials know about the city

of Gainesville, as well as their attitudes toward participating in events.

Evaluation

Contents

APPENDIX A: complete survey findings ......................................................................................................................... 2

APPENDIX B: In-depth interviews transcripts ................................................................................................................ 33

APPENDIX C: Suggested events ..................................................................................................................................... 47

APPENDIX D: 2018 Calendar of events in Gainesville ................................................................................................. 52

APPENDIX E: Branding ideas .......................................................................................................................................... 56

2

Default ReportParks Recreation & Cultural Affairs Student Survey

April 6th 2017, 11:23 am EDT

Q26 - But... do you agree?

# Answer % Count

1 I agree! Bring on the good survey karma! 99.55% 444

2 Naw man... 0.45% 2

Total 100% 446

3

Q1 - Age

# Answer % Count

1 18 12.41% 54

2 19 20.00% 87

3 20 20.23% 88

4 21 22.76% 99

5 22 11.72% 51

6 23 4.37% 19

7 24+ 8.51% 37

Total 100% 435

4

Q2 - Gender

# Answer % Count

1 Male 19.08% 83

2 Female 80.92% 352

3 Other 0.00% 0

Total 100% 435

5

Q3 - Are you a student?

# Answer % Count

1 Yes 91.71% 398

2 No 8.29% 36

Total 100% 434

6

Q4 - If so, where?

# Answer % Count

1 UF 87.38% 353

2 Santa Fe 1.24% 5

3 Other (please specify) 11.39% 46

Total 100% 404

Other (please specify)


Florida State University

Fiu

Rasmussen College

FSU

FIU

FIU

Southeastern university

FIU

Duke University

7

Loyola

Johns Hopkins

FIU

No

FSU

FSU

University of Miami

FSU

University of Miami

FIT

Nova

I attend both. Santa Fe as a transient student and in Pace at UF.

Ignite School of Ministry

University of Colorado

FGCU

Florida Southwestern state college

FIU

SouthEastern University

FIU

Amherst College

New York University

FSU

Miami dade

FSU

Florida State University

Lynn University

Webber International University

FSU

Florida International University

8

UM

FSU

FIU Honors

FIU

9

Q5 - What is your year in school?

# Answer % Count

1 1st year 23.73% 103

2 2nd year 14.75% 64

3 3rd year 25.35% 110

4 4th year 19.59% 85

5 5th year 1.84% 8

6 Graduate Student 6.91% 30

7 I am not a student 7.83% 34

Total 100% 434

10

Q6 - Are you originally from the Gainesville area?

# Answer % Count

1 Yes 4.83% 21

2 No 95.17% 414

Total 100% 435

11

Q22 - Type the text that was indicated in the previous section.

Type the text that was indicated in the previous section.

7

7

7

7

7

7

7

7

7

7

7

7

7

7

7

7

7

7

7

7

7

7

7

7

7

7

12

Q7 - How many parks are there in Gainesville?

# Answer % Count

1 0-20 22.69% 81

2 21-40 24.09% 86

3 41-60 8.12% 29

4 61-80 6.44% 23

5 81-100 37.82% 135

6 101-120 0.84% 3

7 121-140 0.00% 0

Total 100% 357

13

Q9 - Select all sectors that fall under the responsibility of the Parks Recreation &

Cultural Affairs Division.

14

# Answer % Count

1 Gainesville Parks 96.62% 343

2 Athletic Facilities 50.70% 180

3 Theatre Performances 45.92% 163

4 Nature Parks and Environmental Education 93.24% 331

5 Cultural Facilities and Programs 85.07% 302

6 Recreation Center and Programs 86.76% 308

7 City Pools 59.15% 210

8 Street Maintenance 27.89% 99

9 Trails and Bike Systems 83.38% 296

Total 100% 355

15

Q10 - How old is the city of Gainesville as of February 2017?

# Answer % Count

1 163 years old 28.93% 103

2 72 years old 8.71% 31

3 98 years old 18.26% 65

4 148 years old 44.10% 157

Total 100% 356

16

Q12 - To the best of you knowledge have you been to any Parks Recreation & Cultural

Affairs events in the city of Gainesville (ex- Active Streets, Jest Fest, Sporting leagues,

Free Concert Series, Medieval Festival, Art Festival)

# Answer % Count

1 Yes (please specify) 37.92% 124

2 Uncertain 19.88% 65

3 No 42.20% 138

Total 100% 327

Q12_1_TEXT - Yes (please specify)

Yes (please specify)

Art Festival

Festival

Art festival

Medieval Faire

Art festival

medieval fest

Art Festival

17

Medieval Festival & Art Festival & Theater performances

Concert series fairs

art festival

free concert series

Gainesville Arts Festival

Medieval Festival, Art Festival, Active Streets, lots of sporting events

Festival

Medieval festival

Outdoor market

Art Festival

Art Festival

Art festival

Art Festival

Art festivals, free concert

downtown farmers market

art festival and free concerts

County Fair

Art Festival

Active Streets

Downtown Festival & Art Show

Hoggetowne Medieval Fair

Art Festival

Bo Diddley Performances

Free concert series, art festival

Medieval Festival

Active Streets

Art Festival

Art Festival

Midieval

18

Free Fridays, Active Streets

Farmers Market at Bo Diddly

Active streets

Lots over the years. Most recently Medieval Festival

Free fridays, tree lighting, art shows, medieval faire

carnival in downtown

Medieval Festival, Art Festival

Concerts and Art Festivals

I've gone to some concerts at Bo diddley plaza

Free concert series

Concerts

Art Festival

Hoggetown medieval fair

Free Concert Series

Kanapaha Park

Food truck rally,

Free concert series

Bo Diddley Plaza, Veteran's park

Free concert at Bo Diddley

Active streets, free concert series, art festival

Art festivals

Active Streets

Lots of the downtown festivals and art shows

Medieval Festival

Free Concert Series at Depot Park

Medieval Festival

Medival Festival

Hawthorne Trail, La Chua Trail

Art Festival

19

Art festival

Both the spring and fall arts festivals and the medieval fair

Jest Fest, Art Festival

Medieval festival

Medieval festival, arts, active streets

Medieval festival, art festival

Medieval festival

Art Festival

Art Festival

Medieval Festival, Art Festival, Active Streets

Medieval Fair

Art Festival

Medieval Festival

Art Festival

Art festival

Indie Flea Featival

Free concert series and I've been to parks around gainesville

"Free Fridays" Concert Series

Art festival

Medieval Festival, Art Festival

Art Festival, Food truck rally, Hoggetowne

Bo Didley Plaza

Art Festival

Art festival

Arts Festival

Farmers Market

Downtown Art Festival, Medieval Faire

Medieval Festival

Free concert and art festival

20

Art festival

Medieval Faire, Jest Fest, Active Streets, Art Festivals

Downtown Arts Fair

Active streets, art festival

Art festivals, medieval festival, bo diddly, kanapaha, etc.

Medieval Festival and Art Festival

Active Streets

art festival

Art festival

Art

Art festival in downtown

Art Festival downtown

Farmers market?

21

Q13 - How did you hear about the event(s) you previously attended (choose all the

apply)

22

# Answer % Count

1 Word of Mouth 34.57% 112

2 Facebook Event 41.36% 134

3 Radio Advertisement 5.56% 18

4 Television Advertisement 3.09% 10

5 Newspaper Advertisement 3.40% 11

6 Pre-event Newspaper Article 1.54% 5

7 Club/Organization 10.19% 33

8 Flyer 14.20% 46


10 I have not attended any events to my knowledge 43.83% 142

Total 100% 324



Previous experience

Its just in my brain, I dont know where I first heard of them. Been going since I was born.

I am unsure of my attendance.

happened to pass by

Banner across University Ave

UF students involved

Internet

23

Q14 - How do you usually hear about most organized events you attend? (Choose all

that apply)

24

# Answer % Count

1 Word of Mouth 67.19% 215

2 Facebook Event 87.19% 279

3 Radio Advertisement 11.56% 37

4 Television Advertisement 5.31% 17

5 Newspaper Advertisement 5.94% 19

6 Pre-event Newspaper Article 2.81% 9

7 Club/Organization 31.56% 101

8 Flyer 31.87% 102


Total 100% 320



Family/Friend

25

Q15 - How often would you be willing to attend an event coordinated by the City of

Gainesville Parks Recreation & Cultural Affairs Division?

# Answer % Count

1 Never 6.12% 20

2 Once a Year 19.27% 63

3 Once a Month 64.83% 212

4 Once a Week 8.87% 29

5 Multiple Times a Week 0.61% 2

6 Every Day 0.31% 1

Total 100% 327

26

Q16 - Rank what is most important when deciding if to attend an event in Gainesville

outside of the University.

27

# Question 1 2 3 4 5 6 Tot

al

1

Cost of

Attendan

ce

38.24

%

12

2

37.93

%

12

1

15.67

% 50 6.90%

2

2 1.25% 4 0.00% 0 319

2

Proximity

to

Campus

(UF)

10.03

% 32

16.61

% 53

22.57

% 72

28.21

%

9

0

20.69

% 66 1.88% 6 319

3 Time of

the Event 5.64% 18

19.75

% 63

37.30

%

11

9

29.15

%

9

3 8.15% 26 0.00% 0 319

4 Size of

the event 1.57% 5 2.82% 9 6.58% 21

27.90

%

8

9

59.25

%

18

9 1.88% 6 319

5 Type of

Event

44.20

%

14

1

22.57

% 72

16.30

% 52 7.21%

2

3 9.72% 31 0.00% 0 319

6

Other

(please

specify)

0.31% 1 0.31% 1 1.57% 5 0.63% 2 0.94% 3 96.24

%

30

7 319

Q16_6_TEXT - Other (please specify)


If I have people to go with

what else is happening at the same time

1,2,5,3,4

Purpose of the event

safety

Will my friends be in attendance?

4,2,1,5,6,3

Who I'm going with

Location

Who pays for my gas money to get to G-Ville

Parking availability at location of event

28

Q17 - If you were to attend a large event for the 150th anniversary of Gainesville, what

time of day would you be most likely to attend?

# Answer % Count

1 Day (10 am - 5 pm) 24.77% 81

2 Night (5 pm - 2 am) 48.62% 159

3 Both (10 am - 2 am) 21.10% 69

4 It does not matter, I will not attend 5.50% 18

Total 100% 327

29

Q18 - What day of the week would you be most likely to attend?

# Answer % Count

1 Monday 0.00% 0

2 Tuesday 0.62% 2

3 Wednesday 2.46% 8

4 Thursday 4.00% 13

5 Friday 20.92% 68

6 Saturday 60.62% 197

7 Sunday 11.38% 37

Total 100% 325

30

Q19 - Select which months you would you be most likely to attend a city-wide

celebration?

31

# Answer % Count

1 January 37.77% 122

2 Febuary 43.34% 140

3 March 58.51% 189

4 April 48.92% 158

5 May 30.34% 98

6 June 25.70% 83

7 July 23.22% 75

8 August 34.98% 113

9 September 45.20% 146

10 October 44.89% 145

11 November 41.18% 133

12 December 26.01% 84

Total 100% 323

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Q20 - TRUE or FALSE: It is more important to have a city's birthday celebration within the

week of the actual founding day, than a ceremonial celebration during a more

convenient calendar time.

# Answer % Count

1 TRUE! The date is what matters! 53.35% 175

2 FALSE! It's the thought that counts 46.65% 153

Total 100% 328

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PARTICIPANT A

Gender - Female

Age - 22

Ethnicity - Caucasian

Major/College/School - Telecommunications-News / Journalism College / The University of Florida

Hometown - Parkton Maryland

How would you define civic engagement?

Being involved in the community

Are you civically engaged in Gainesville?

Very little

Are you civically engaged in your hometown?

Yes

If you answered the two previous questions differently, please explain why.

I no longer live in Florida. I'm about 900 miles north of Gainesville.

Do you believe you have an obligation to be engaged in every city you live in?

I believe that every person should give back to their community if they are able. That could be as little as helping

an elderly couple a few houses down.

Are you active on campus? Why?

I was active on campus. It was how I made friends and kept busy. I still keep in touch with WUFT News, the UF

Equestrian Team and Sigma Alpha.

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What do you know about the history of Gainesville?

I know about Daniel Harold Rolling and small things about the surrounding parks (pieces of Paynes Prairie's

history and the Kanapaha Botanical Gardens).

How would your rank your knowledge on the city of Gainesville as a whole?

6

What do you know about the history of UF –

UF has been known for it's agriculture program and is a land grant university. I know some of the past football

stars.

How would your rank your knowledge on the university as a whole? –

4

Do you feel like Gainesville is your home away from home?

Yes. A lot of my close friends live there.

How would you describe your general relationship with Gainesville?

I was only in Gainesville for two years. Living in Gainesville gave me the opportunity to be on my own and very

independent. I didn't have any friends or family when I first moved there. I felt like there was a strong sense of

community and appreciated different parts of the city like The DNA bridge, The Wall on 34th, Paynes Prarie, The

Duck Pond on Newberry, ect.

If you met someone outside the city, would you be more likely to tell them you “live in Gainesville, “am at college

right now” or “go to UF.” when asked where you live? Why? Floridians- I go to UF. The majority of people that live

in surrounding areas know UF is in Gainesville.

Would the answer change if you met someone while outside the state or country? Marylanders - I lived in

Gainesville. Typically I said I went to UF. It's in Gainesville Florida.

What would encourage you to become more involved in the Gainesville community? -

Being in a club/group. The equestrian team required us to participate in community service. We painted the wall,

helped local horse rescues, worked with the local blood drive and more. Sigma Alpha required us to do

community service and visit local farms. WUFT - I was everywhere in the Gainesville Community reporting stories.

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Participant B

Gender: Female

Age: 19

Ethnicity: Caucasian

Major/College/School: Engineering

Hometown: Ft. Lauderdale


Involved in the community with people.


Somewhat. I go to community things like the Art Walks and stuff.


Yes, I do similar things there.

36



Yes, to get to know the people you’re living around.


Yea, I’m not very active, but somewhat. And I like being around other people who also want to be involved in

things.


Nothing.


2

What do you know about the history of UF

Not very much as well.

How would your rank your knowledge on the university as a whole?

4


Yes.


It is good, I like it.


right now” or “go to UF.” when asked where you live? Why?

37

I’d say I’m in Gainesville at college because I feel like Gainesville is mostly UF, but I also go to other things in

Gainesville besides UF.

Would the answer change if you met someone while outside the state or country?

I’d probably say UF because they don’t really know Gainesville.

What would encourage you to become more involved in the Gainesville community?

I want to be more involved in community service and improving the city

PARTICIPANT C

Gender: Male

Age: 21

Ethnicity: Nigerian

Major/College/School: Biomedical Engineering at UF

Hometown: Tampa


-Being active within your local community


-No, I do not have time and or interest.

38


-No, I do not have time and or interest.



-No because I am apathetic.


-Yes, I am part of Engineering Ambassadors. I like to interact with people that have similar interests to mine.


-Nothing.


-I know less about Gainesville than I do about Tampa.


-I think it was founded in 1905, other than that I do not know much else.


-I am well aware of school events and extracurricular activities in regards to my major. However, to things

unrelated to my college I am pretty uninformed.


-No, there isn’t much to do here.


-We are not on very good terms right now.

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-I am in college right now, because I do not technically live in Gainesville this is not my hometown.


-No.


-More activities that appeal to me, and my girlfriend forcing me to attend them.

PARTICIPANT D

Gender: Male

Age: 29

Ethnicity: Hispanic, white

Major/College/School: Construction Management (Master)/ Rinker College of Construction Management/ UF

Hometown: Popayan, Colombia


I think it’s following, or sticking society’s rules or standards that make us function as a society. So civism is like

when you drive. You have civism in the way that you drive, you’re not crazy in the road. They are morally correct

behaviors.

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(Explained to him what it actually means).


I think I am (civically engaged) since I got here because I’m part of the community. I feel like I’m part of the

community. I do my best to make it better than it is. I think that every time we go outside of our house to interact

with the community in school or other places we kind of embrace that, being part of the community. To

participate it’s what drives us to be civically involved. I don’t go (to community events) frequently, but when I do I

feel like I’m part of the community. I feel like I belong. I don’t feel strange, I feel like I’m part of the community. I

enjoy those kind of events. I go maybe once a week because of a busy schedule, but whenever I have a chance,

if it’s in my interest I go. I’m busy, but I try to get involved.


We have, for example. Gastronomic festivals. So yeah, because I live in a small town, basically a lot of

the community knows each other. So you see a lot of known faces, and you feel like you belong. Whenever

there’s a city celebration, or a concert, or anything like that, I try to go. And I feel like I’m involved. Just the fact

I’m supporting makes my community better.

I think I assisted to more community events back there (Colombia). Here my schedule is a little busier,

and back home I knew more about the events. I got more involved because i had more people who would know

what was going on (that an event was taking place). Over here, everybody is like busy, and mostly when I’m

Facebook, that’s when I see the events. That’s when I catch them. Or some of my friends, I don’t have a big

group. But, in my group of friends, most of them, always come up with an event. So, if anybody’s interested, they

always share that information. That’s how I see it.



I think so. I think obligation is a strong word. But I think for you to be part of a community, you have to, at some

point, be involved in something. Maybe by coincidence, or maybe just because you just can’t be stuck in your

home. You can’t be stuck in your home, you need to socialize. It’s a good exercise to socialize, to get to know

that city better, and to embrace that culture.


No. I’m not part of any organization. I like going to the events of the school, in general, when I have time. But I

don’t belong to any group or organization. I’m only part of a Christians in Construction group. We have a dinner

every month. That’s probably the only group that I belong (to) in school.


41

I have no idea. I know it’s a swamp!


4 I mean I know the places around here, but I don’t know about its history.


I know we made Gatorade here!


8



I see it as my home. I have good feelings towards the town and the school. It grew on me over the time. I don’t

recall things that I don’t like about it. If I wasn’t so busy, I would have liked to get more involved.



I always tell people: “I live in Gainesville!” then they ask “What are you doing there?” And I just say “I study

there.” But I always start with “I live in Gainesville.” This is where I live.


I say that to everyone who asks, no matter where.


If I had more time to do it I would be more involved. Because, since this is my home, this has been my

home for such a short time, I would have liked to get involved more if I had more time. Get to know more about

the history, the culture, and the places that I can go to when I come here.

42

How the information is provided to you also matters. What if I don’t use it (facebook)? What if it’s just

around college? So I think, you know, there could be better ideas to get more people involved. Maybe they’re (all

the opportunities of reaching students) are all centered in the plaza (of the Americas) but not outside of it. So if

you never walk around the plaza, you’ll never know about the event. Unless somebody tells you about it, like a

friend who did pass there. The word should be spread out better around campus, and not just in specific places.

Maybe there could be a board in each college because some people stay locked in their building for like an

entire day. Maybe walking in and out they can see the board and learned about an event. It should not’ be

limited to one building, it should be in all buildings. Maybe advertising in big events and sport events would

help, too. Maybe even logging into canvas you could have a short notice there.

PARTICIPANT E

Gender: Male

Age: 21

Ethnicity: Biracial

Major/College/School: Public Relations/CJC/UF

Hometown: Jacksonville, FL

1. How would you define civic engagement?

● Civic engagement is being involved with local activities and politics. This can include attending meetings,

voting, volunteering, planning events, etc.

2. Are you civically engaged in Gainesville?

● No

3. Are you civically engaged in your hometown?

● Yes, a little bit.

4. If you answered the two previous questions differently, please explain why.

43

● I mostly live on campus so I don't actively engage with the surrounding community.

5. Do you believe you have an obligation to be engaged in every city you live in?

● I feel like I should, but I'm not currently. It is important to be a part to of the community because the

more you invest in it the more opportunities

6. Are you active on campus? Why?

● Yes I am. Because I work on campus for the Department of Housing.

7. What do you know about the history of Gainesville?

● I know that UF was moved here once it became a Land Grant University. There used to be a prominent

club and movie theater in the Chitlin Circuit called the Cotton Club but it was closed due to white UF

students attending shows there before segregation ended.

8. How would your rank your knowledge on the city of Gainesville as a whole?

● 2 out of 10

9. What do you know about the history of UF

● I know a lot about the residence halls and the history of the J-school.

10.How would your rank your knowledge on the university as a whole?

● 5 out of 10

11. Do you feel like Gainesville is your home away from home?

● Yes I do, I'm registered for Alachua County.

12. How would you describe your general relationship with Gainesville?

● I love exploring it but I mostly stick to campus.

13. If you met someone outside the city, would you be more likely to tell them you “live in Gainesville, “am at

college right now” or “go to UF.” when asked where you live? Why?

● I usually say I live in Gainesville because people automatically assume I am a student there.

14. Would the answer change if you met someone while outside the state or country?

● Yes because I feel like only people engaged with college sports know where UF is.

44

15. What would encourage you to become more involved in the Gainesville community?

● Probably if there was a partnership with the school because I am more likely to look at UF websites than

COG websites.

Participant F

Gender: Female

Age: 22

Ethnicity: Hispanic

Major/College/School: UF Psychology and Anthropology

Hometown: Fort Myers


For me, civic engagement is about being involved or giving back to the community you are a part of.


I believe so. I intern at the Child Advocacy Center and I use to volunteer there before that. I talk with parents and

play with their kids to make sure they receive the best care and information as possible. We get a lot of cases of

45

abuses and neglect, and I’m glad I can be a part of an organization that looks out for the well-being of the kids in

Gainesville.


Before I moved to Gainesville, my friends and I were actively involved in volunteer projects in and outside of

school. Now? Not so much.



I don’t feel an obligated to be involved, but helping kids is what I love to do so I would definitely seek out an

opportunity to do just that.


Active in clubs and organizations? No I am not. I work as an RA in a psychology lab and then intern at the Child

Advocacy Center every day. When I get back home, I’m doing paperwork or homework so not much time to do

things on campus unless there’s a special event.


I know there is a lot of historic buildings in Gainesville but nothing more.


I am familiar with landmarks, parks and major roads like Archer, University, 13th and 34th. I use my GPS to get

around about 40% of the time when I’m going around Gainesville. If not I usually stick to my route from work to

school and to my apartment.

What do you know about the history of UF?

All I know is that it started out as an all-male university but that is about it.


I have basic knowledge of the campus like where things are located and some services that UF offers to its

students. I know a lot about Florida Opportunity Scholars because I am a FOS recipient. I know enough to show

someone around campus, but not much history behind the university.

46


Without my family, this place doesn’t feel like home, just a temporary stop before going somewhere else. It is

definitely a process to consider anywhere my home. I’ll be staying in Gainesville for another year after graduation

just to get my ducks in a row before looking for a more permanent location.


I like driving around Gainesville when there is not a lot of traffic. I enjoy going to Paynes Prairie and seeing the

alligators. However, I miss the access to the beach from back home. Sometimes I get frustrated when there isn’t

much to do or the lack of good Hispanic food. I’d say I have a love/hate relationship with Gainesville. Sometimes

I love it, other times I hate it.



I usually say, “I’m at UF in Gainesville at the moment.” People constantly confuse it with FSU, I really don’t know

why. Since I don’t consider Gainesville my home, I would like for others to know that I’m not going to stay in

Gainesville permanently.


I would tell them that I go to UF in Florida or just the University of Florida. No one really knows where Gainesville

is or what it’s like unless someone has been there or heard of it.


Honestly if there were better communication of things going on in Gainesville. Most of the time I have heard of

events that I would be interested in attending from someone else after the event has happened. If I’m lucky

enough I find out before and hopefully not have any plans before I decide to go. We get bombarded with school

events, but not too much of Gainesville events.

47

* indicates large event idea

Previous Sponsors for PRCA events include the following. These sponsors should continue to be used through

the 150th celebration.

● Kiss 105.3 FM, 98.5 KTK, Magic 101.3, 102.3 FM, Q92 FM, 97.3 WSKY, 980 News Radio, Storter

Childs Graphic Company, Country 103.7, WIND-FM, WOW 104.9, WRUF, Paramount Plaza, Culture Builds

Florida, Subway, Visit Gainesville, TV-20, Pure Energy Solar, Domino’s, The Gainesville Sun, Capital City

Bank, Florida Geological Foundation, Inc., Florida Paleontological Society, Inc.

April 2019: “Celebrate Gainesville”

o Event Suggestions

o Birthday celebration*

o Concert*

o Charity Suggestions: Match giving to help maintain Gainesville’s history at the Matheson Museum- “The

Matheson History Museum's mission is to preserve and interpret the history of Gainesville and Alachua

County, Florida, and surrounding regions.” http://www.mathesonmuseum.org/about-.html

o Sponsorship Ideas: Ideal sponsors and partners for this month would be not only covering the University

audience but the Gainesville community as a whole. If PRCA decides to ticket the 150th celebration,

work with local partnerships to either offer discounted tickets with a purchase or donate a portion of

funds on a certain day towards PRCA’s efforts. In addition, sponsorship with radio would be ideal to aid

efforts in getting the word out about the event.

o Media Ideas: Partner with local radio stations to promote the birthday celebration. To target families,

place radio ads for weekday mornings (7-9 am) and weekday afternoons (4-6 pm). Additionally, PRCA

can partner with TV-20 for exclusive content in exchange for a feature story each month about that

specific month’s celebration. PRCA can also send press releases at the beginning of each month to TV-

20, WUFT, GTN, The Alligator, and The Gainesville Sun.

May 2019: “Celebrate Growth”

o Event Suggestions

o Harn Exhibit

o Local business highlights

o Large concert only for 2019 graduates and families*

o Lighting of Power Plant*

o Charity Suggestions: Partner with GNV Chamber of Commerce create a reentry program for finding jobs

for former inmates- “A key goal of the Chamber is to create and maintain an ecosystem that fosters

economic growth and opportunity.” http://www.gainesvillechamber.com/

o Sponsorship Ideas: For this event, to stay with the celebrate growth theme, ideal partners for

sponsorships would be Culture Builds Florida, Florida Geological Foundation, Inc., and Florida

Paleontological Society, Inc.

http://www.mathesonmuseum.org/about-.html

http://www.mathesonmuseum.org/about-.html

http://www.gainesvillechamber.com/

http://www.gainesvillechamber.com/

48

o Media Ideas: PRCA can livestream on its Twitter and Facebook accounts with the lighting of the Power

Plant

June 2019: “Celebrate Family”

o Event Suggestions

o Day fair for families*

o Diverse families SM video

o Handprint mural in Depot Park

o Outside family movies

o Charity Suggestions: Have a food drive to help “Feed a Family” by Catholic Charities of Gainesville.

http://catholiccharitiesgainesville.org/?page_id=8

o Sponsorship Ideas: With the summer semester beginning, partners for sponsorship could come from the

local businesses with a large student audience (Subway, Dominos, etc). However, that would be

secondary since the primary theme for the month is family. The sponsorship focus should be on local

businesses that have a primarily familial audience.

o Media Ideas: With Alachua County schools officially being out for summer break, this is a great time to

showcase family activities within the community. PRCA could send press releases to local media

including a list of all available PRCA activities for families to participate in this summer. This would lead

to more involvement within the community and more awareness about all that PRCA has to offer.

July 2019: “Celebrate Parks”

o Event Suggestions

o Fireworks celebration*

o Daily SM highlight of a different park

o Charity Suggestions

o “Plant 150 trees” donation initiative (like 100$= pledge for 1 tree)

o Alachua Conservation Trust- “The mission of Alachua Conservation Trust (ACT) is to protect the

natural, historic, scenic and recreational resources in and around Alachua County, Florida. ACT

protects land through purchase, donation, and conservation easements.”

http://alachuaconservationtrust.org/index.php?/alachua_v2/about/

o Sponsorship Ideas: Since city parks deal financially with the city government, sponsorships here

would be different than other months. The key for this would be to partner with community

centers, neighborhood associations, and other groups to promote education of the local parks

and different events would occur. Depot Park is currently partnered with Capital City Bank,

Florida Geological Foundation, Inc., and Florida Paleontological Society, Inc. PRCA could

potentially expand those sponsorships beyond Depot Park.

o Media Ideas: Send individual press releases to each local media outlet (The Gainesville Sun, The

Alligator, TV-20, WUFT and GTN) with the history behind a certain park in Gainesville. This option would

give the local media a filler-piece if it’s a slow news day and allow PRCA to have free press.

August 2019: “Celebrate Education”

o Event Suggestions

o “reading festival”*

▪ work with “friends of the library” to celebrate reading and books

o school supplies drive

o teacher appreciation day

http://catholiccharitiesgainesville.org/?page_id=8

http://alachuaconservationtrust.org/index.php?/alachua_v2/about/

49

o Charity Suggestions: City of Gainesville partners with libraries and community to donate books and

supplies to Gainesville Reads Inc. https://www.facebook.com/GainesvilleReads/

o Sponsorship Ideas: Since August means the start of school, PRCA’s audience yet again expands as new

UF students come to campus. This, in turn, provides more opportunity for sponsorships and

partnerships. PRCA could also partner with WUFT and WRUF to reach the on-campus students as well as

nearby students. PRCA can also work with local Alachua County schools to involve teachers to encourage

participation and promote education of these events to students.

o Media Ideas: PRCA can now expand its audience to both the Gainesville and UF communities as a whole,

as students will be commuting back to Gainesville for the school year to begin.

September 2019: “Celebrate Diversity”

o Event Suggestions

o Hispanic Heritage month partnership*

o Put together book capturing the diversity of Gainesville with local submissions

o Poetry reading

o Charity Suggestions: A pledge drive for the GNV Pride Foundation. http://gainesvillepride.org/

o Sponsorship Ideas: To celebrate diversity, ideal partnerships and sponsorships would be with businesses

who pride themselves on their culture and diversity. Whether that be different restaurant cuisines,

historically hispanic, african american, asian, etc owned businesses. This would not only coincide with

the theme of the month but promote healthy relationships with local government, local community

members and local businesses.

October 2019: “Celebrate History”

o Event Suggestions

o Cemetery scavenger hunt

o Digital overlay of what Gainesville was

o Historical Halloween bash*

o Charity Suggestions: Partner with Evergreen Cemetery Association of Gainesville, Inc and their Bayland

Renewal Initiative- “The process of trying to place simple memorials on these unmarked graves. We

welcome the help of the community in recognizing the short lives of the smallest among us.”

http://www.thiswondrousplace.org/

o Sponsorship Ideas: PRCA already has a working partnership with Culture Builds Florida which could be

utilized in celebrating the history and how culture has shaped the history of Gainesville.

o Media Ideas: Partner with TV-20 to send a reporter to the cemetery scavenger hunt and live stream it on

the PRCA Facebook and Twitter accounts. PRCA should also advertise the scavenger hunt to the UF

community, targeting millennials (18-24) by using Facebook’s sponsored posts. PRCA already uses

sponsored posts, so really focusing on bringing out the student community would be beneficial.

November 2019: “Celebrate Art”

o Event Suggestions

o Enhance local downtown art festival (art walk)

o Gator Growl Partnership*

▪ Encourage some events to happen off UF campus and at local parks (like Depot)

o Charity Suggestions: Host art auction at the Downtown Festival & Art Show, proceeds go to International

Child Art Foundation. https://www.icaf.org/ http://www.gainesvilledowntownartfest.org/

o Sponsorship Ideas: Sponsorships for this month could be with local art venues. Whether it be a museum,

theatre, art centre, PRCA could offer discounted tickets for either residents to these places or people can

buy tickets to 150th anniversary celebrations.

https://www.facebook.com/GainesvilleReads/

https://www.facebook.com/GainesvilleReads/

http://gainesvillepride.org/

http://gainesvillepride.org/




https://www.icaf.org/

https://www.icaf.org/

http://www.gainesvilledowntownartfest.org/

http://www.gainesvilledowntownartfest.org/

50

o Media Ideas: PRCA can promote Gator Growl partnerships through the PRCA Facebook and the SGA

Facebook accounts. This could also be a great give-away for Gator Growl Tickets.

December 2019: “Celebrate Tradition”

o Event Suggestions

o Surround Bo Diddley Plaza with Giant X-mas tree, menorah and Kwanza thing

o Have a santa photo-opp in Bo Diddley Plaza

o Enhanced Tree Lighting Ceremony with dedication speeches*

o Charity Suggestions: Host “Wish Upon a Star” gift drive in partnership with Partnership for Strong

Families. “Wish Upon a Star is a gift drive organized by Partnership for Strong Families that gathers gifts

for disadvantaged children in the community who are in the foster care system or who live in households

of abuse or neglect.” https://www.pfsf.org/donations/

o Sponsorship Ideas: For the holiday season, PRCA’s target for sponsorships runs in tandem with the

theme of giving and the holidays. Sponsors can continue with the idea of offering discounted tickets or

donate a portion of proceeds to a certain cause. Radio ads can be beneficial to draw a large audience to

the Tree Lighting Ceremony and PRCA could even bring in local DJs to provide entertainment for the

events.

o Media Ideas: PRCA can promote the Tree Lighting Ceremony by advertising on local radio stations during

the weekday mornings (7-9 am) and weekday afternoons (4-6 pm) to target Gainesville families. PRCA

can also do a ticket give-away on the local radio stations to draw listeners as a partnership.

January 2020: “Celebrate Wellness”

o Event Suggestions

o Host a color 5k* with the city colors

▪ Or partner with Gator Run

o “I can do it!” SM photo contest

o Sunday morning yoga sessions

o Seek “healthy sponsors” for this month and negotiate deal where if people come to an event,

they could potentially receive a discount

o Charity Suggestions: Host rally in partnership with the UF Mobile Outreach clinic to promote health and

wellness, proceeds to help fund mobile clinic. http://outreach.med.ufl.edu/

o Sponsorship Ideas: Since January is also the month of the Hoggetowne Medieval Faire, sponsorships

and partnerships would run in tandem with other events of the month, with priority focus being on the

Faire.

o Media Ideas: PRCA could advertise a special “New Year’s Resolutions” advertisement on the local radio

stations to involve parents in the community that are looking to get in shape. The ads should run during

weekday mornings (7-9 am) and weekday afternoons (4-6 pm).

February 2020: “Celebrate Community”

o Event Suggestions

o New mural dedication painted by member of the community*

o Black History Month Parade partnership w/ UF

o Neighborhood block party / tailgate *

o Charity Suggestions: Match giving to raise funds for the Child Advocacy Center- “A comprehensive, child-

friendly facility where

professionals from law enforcement, medical, child protection and therapeutic

services effectively collaborate to meet the individual needs of child victims

and break the cycle of abuse.” http://www.childadvocacycentergainesville.org/

https://www.pfsf.org/donations/

http://outreach.med.ufl.edu/

http://www.childadvocacycentergainesville.org/

http://www.childadvocacycentergainesville.org/

51

o Sponsorship Ideas: For the larger event this month, ideal sponsors would include radio stations and local

businesses. Radio stations have their own unique audiences, which translates into diverse audiences to

celebrate the diverse community of Gainesville. Developing strong relationships with local community

centers can also lead to events that are not only monetarily profitable but rich in community.

o Media Ideas: Promote the Neighborhood block party on local radio stations, advertising for weekdays at

lunch time (11-2 pm) to attract a wide variety of listeners from various age groups.

March 2020: “Celebrate Food”

o Event Suggestions

o CASU partnership (Culinary Association Student Union)

o Offer cooking classes for a fee

o City-wide potluck

o “Restaurant night” where participants receive a discount at downtown locations

o Restaurant-hosted “potluck” and concert*

o SM contest for “best home cooked meal”

o Charity Suggestions: A local restaurant partners with PRCA to sell tickets for a brunch, proceeds go to

Bread of the Mighty Food bank. https://www.breadofthemighty.org/who-we-are.html

o Sponsorship Ideas: As with the celebrating diversity episode, partnering with local businesses is a wiser

idea rather than chain restaurants to coincide with the restaurant night and potluck and concert event

ideas. This way, the audience at these events can learn about restaurants they haven’t had the chance

to or enjoy yet. Radio stations can also sponsor the big events to promote the events on air.

o Media Ideas: Partner with the news stations to recruit a TV-20/WUFT/GTN reporter to participate in a

CASU cooking class for a feature story.

April 2020: “Celebrate our Future”

o Event Suggestions

o Time Capsule / dedication / commencement ceremony

o Charity Suggestions: Match giving for the Cade Museum We Believe Community Campaign- “Future

exhibits will highlight the creative process, entrepreneurship, and great American inventors. It will also

include the Creativity Lab for educational programming.” http://www.cademuseum.org/

o Sponsorship Ideas: Repetition of the same sponsorship used for the April 2019 celebration, and now

include the new partners formed over the last year. Continue to use radio promotions, discounted

merchandise and tickets at local business partners.

o Media Ideas: PRCA can create and promote a “Thank You” advertisement video with a compilation of

footage from the various events over the past year, emphasizing on how far Gainesville has come in the

past 150 years. This would be a great opportunity for maybe a time-lapse video to illustrate how much

happened within the year. (Time-lapse could be of Bo Diddley Plaza, Depot Park, etc.)

https://www.breadofthemighty.org/who-we-are.html

http://www.cademuseum.org/

http://www.cademuseum.org/

52

April 2019 April

Su M Tu W Th F Sa 04/01/19 (Mon) April Fool's Day holiday

1 2 3 4 5 6 04/22/19 (Mon) Earth Day holiday

7 8 9 10 11 12 13 04/06-04/07 Santa Fe Spring Arts Festival event

14 15 16 17 18 19 20 04/06/19 (Sat) Spring Old Florida and Story Swap event

21 22 23 24 25 26 27 04/07/19 (Sun) Jest Fest event

28 29 30 04/14/19 (Sun) 150th Anniversary Celebration event

04/19-04/20 Fifth Avenue Arts Festival event

May 2019 May

Su M Tu W Th F Sa 05/27/19 (Mon) Memorial Day holiday

1 2 3 4 05/12/19 (Sun) Mother's Day holiday

5 6 7 8 9 10 11 05/05/19 (Sun) Gainesville Food Tour event

12 13 14 15 16 17 18 05/11/19 (Sat) May Day Glow Run event

19 20 21 22 23 24 25 Every Friday Free Concert Series event

26 27 28 29 30 31

June 2019 June

Su M Tu W Th F Sa 06/14/19 (Fri) Flag Day holiday

1 06/16/19 (Sun) Father's Day holiday

2 3 4 5 6 7 8 Every Wednesday Union Street Farmers Market event

9 10 11 12 13 14 15 06/01/19 (Sat) Yulee Railroad Days event


23 24 25 26 27 28 29

30

July 2019 July

Su M Tu W Th F Sa 07/04/19 (Thu) Independence day holiday

1 2 3 4 5 6 07/04/19 (Thu) Fan Fares & Fireworks at Flavet Field event

7 8 9 10 11 12 13 07/20/19 (Sat) Unity in the Community event


21 22 23 24 25 26 27

28 29 30 31

Appendix D

53

August 2019 August

Su M Tu W Th F Sa Every Wednesday Union Street Farmers Market event

1 2 3 08/17/19 (Sat) Night of Dance event


11 12 13 14 15 16 17

18 19 20 21 22 23 24

25 26 27 28 29 30 31

September 2019 September

Su M Tu W Th F Sa 09/02/19 (Mon) Labor Day holiday

1 2 3 4 5 6 7 09/01/19 (Sun) Labor Daze Fest event

8 9 10 11 12 13 14 09/07/19 (Sat) Butterfly Fest event

15 16 17 18 19 20 21 09/14/19 (Sat) Downtown Latino event


29 30

October 2019 October

Su M Tu W Th F Sa 10/14/19 (Mon) Columbus Day holiday

1 2 3 4 5 10/24/19 (Thu) United Nations Day holiday

6 7 8 9 10 11 12 10/31/19 (Thu) Halloween holiday

13 14 15 16 17 18 19 10/19/19 (Sat) Gainesville Pride Parade event

20 21 22 23 24 25 26 10/19/19 (Sat) Florida Bat Festival event

27 28 29 30 31 10/25-10/27 The Fest 17 event

10/26-10/27 Micanopy Fall Harvest Festival event

Every Saturday Jean Dorney Flower Walk event

November 2019 November

Su M Tu W Th F Sa 11/11/19 (Mon) Veterans Day holiday

1 2 11/28/19 (Thu) Thanksgiving holiday

3 4 5 6 7 8 9 11/03/19 (Sun) Daylight Saving (move clocks back 1 hour) holiday

10 11 12 13 14 15 16 11/02-11/03 Downtown Festival & Art Show event

17 18 19 20 21 22 23 11/09/19 (Sat) Gainesville Fall Festival event

24 25 26 27 28 29 30 11/23/19 (Sat) Cane Boil & Fiddlefest event

54

December 2019 December

Su M Tu W Th F Sa 12/24/19 (Tue) Christmas Eve holiday

1 2 3 4 5 6 7 12/25/19 (Wed) Christmas Day holiday

8 9 10 11 12 13 14 12/31/19 (Tue) New Year's Eve holiday

15 16 17 18 19 20 21 12/07/19 (Sat) Holiday Tree Lighting event

22 23 24 25 26 27 28 12/07-/12/08 UF Craft Festival event

29 30 31 12/13/19 (Fri) NFRMC Pond Lighting event

12/31/19 (Tue) Downtown Countdown event

55

January 2020 January

Su M Tu W Th F Sa 01/01/20 (Wed) New Year's Day holiday

1 2 3 4 01/20/20 (Mon) Martin Luther King Jr. Day holiday

5 6 7 8 9 10 11 01/01/20 (Wed) Downtown Countdown event

12 13 14 15 16 17 18 01/11/20 (Sat) Tour de Felasco event

19 20 21 22 23 24 25 01/18/20 (Sat) The Great Invader Raider Rally event

26 27 28 29 30 31 01/25-01/26 Hoggetowne Medieval Faire event

February 2020 February

Su M Tu W Th F Sa 02/02/20 (Sun) Groundhog Day holiday

1 02/12/20 (Wed) Lincoln's Birthday holiday

2 3 4 5 6 7 8 02/14/20 (Fri) Valentines Day holiday

9 10 11 12 13 14 15 02/17/20 (Mon) President's Day holiday

16 17 18 19 20 21 22 02/06-02/09 Cinema Verde Film Fest event

23 24 25 26 27 28 29 02/21/20 (Fri) Black History Month Event event

02/22/20 (Sat) Menagerie in Motion: Kinetic Derby event

02/23/20 (Sun) Active Streets event

March 2020 March

Su M Tu W Th F Sa 03/17/20 (Tue) St. Patrick's Day holiday

1 2 3 4 5 6 7 03/08/20 (Sun) Daylight Saving (move clocks ahead 1 hour) holiday

8 9 10 11 12 13 14 03/07/20 (Sat) Community Bike Ride (FL Bike Month) event

15 16 17 18 19 20 21 03/14/20 (Sat) UF Shands Bike Rodeo event

22 23 24 25 26 27 28 03/21-03/22 Spring Garden Festival event

29 30 31 03/28/20 (Sat) Weekly Wellness Walk event

April 2020 April

Su M Tu W Th F Sa 04/01/20 (Wed) April Fool's Day holiday

1 2 3 4 04/22/20 (Wed) Earth Day holiday

5 6 7 8 9 10 11 04/04-04/05 Santa Fe Spring Arts Festival event

12 13 14 15 16 17 18 04/11/20 (Sat) Spring Old Florida and Story Swap event

19 20 21 22 23 24 25 04/12/20 (Sun) Jest Fest event

26 27 28 29 30 04/19/20 (Sun) 150th Anniversary Celebration event

04/24-04/25 Fifth Avenue Arts Festival event

56

Month Date Event

April 2019

Sat. 6th-Sun. 7th

Saturday 6th

Sunday 7th

Sunday 14th

Fri. 19th-Sat. 20th

Santa Fe Spring Arts Festival*

Spring Old Florida and Story Swap

Jest Fest*

150th Anniversary Celebration

Fifth Avenue Arts Festival

May 2019

Sunday 5th

Saturday 11th

Fridays: 3, 10, 17, 24

Gainesville Food Tour

May Day Glow Run*

Concert Series

June 2019

Wednesdays: 5, 12, 19, 26

Saturday 1st

Fridays: 7, 14, 21, 28

Union Street Farmers Market

Yulee Railroad Days*

Concert Series (every Friday)

July 2019

Thursday 4th

Fridays: 5, 12, 19, 26

Saturday 20th

Fan Fares & Fireworks at Flavet*

Concert Series (every Friday)

Unity in the Community

August 2019

Wednesdays: 7,14, 21, 28

Saturday 17th

Fridays: 2, 9, 16, 23, 30

Union Street Farmers Market

Night of Dance*

Concert Series

September 2019

Sunday 1st

Saturday 7th

Saturday 14th

Fridays: 6, 13, 20, 27

Labor Daze Fest

Butterfly Fest

Downtown Latino*

Concert Series

October 2019

Saturdays: 5, 12, 19, 26

Saturday 19th

Saturday 19th

Fri. 25th-Sun. 27th

Sat. 26th-Sun. 27th

Jean Dorney Flower Walk

Gainesville Pride Parade*

Florida Bat Festival

The Fest 17

Micanopy Fall Harvest Festival*

November 2019

Sat. 2nd- Sun. 3rd

Saturday 9th

Saturday 23rd

Downtown Festival & Art Show*

Gainesville Fall Festival

Cane Boil & Fiddlefest

December 2019

Saturday 7th

Sat. 7th-Sun. 8th

Friday 13th

Tuesday 31st

Holiday Tree Lighting*

UF Craft Festival

NFRMC Pond Lighting

“Downtown Countdown” NYE*

January Wednesday 1st Downtown Countdown*

Appendix E

57

2020 Saturday 11th

Saturday 18th

Sat. 25th-Sun. 26th

Tour de Felasco

The Great Invader Raider Rally

Hoggetowne Medieval Faire*

February 2020

Thurs. 6th-Sun. 9th

Friday 21st

Saturday 22th

Sunday 23rd

Cinema Verde Film Fest*

BHM Event

Menagerie in Motion: Kinetic Derby

Active Streets

March 2020

Saturday 7th

Saturday 14th

Sat. 21st-Sun. 22nd

Saturday 28th

Community Bike Ride

Shand’s Bike Rodeo

Spring Garden Festival*

Weekly Wellness Walk

April 2020

Sat. 4th-Sun. 5th

Saturday 11th

Sunday 12th

Sunday 19th

Fri. 24th-Sat. 25th

Santa Fe Spring Arts Festival*

Spring Old Florida and Story Swap

Jest Fest*

150th Anniversary Celebration

Fifth Avenue Arts Festival

Notes:

*PRCA event

58

Appendix F

59

Logo ideas

"Cost of Marketing: What Is the Average Budget?" Legalzoom.com. N.p., 12 Sept. 2014. Web. 09 Apr. 2017.

"Faire Sponsors." Hoggetowne Medieval Faire. N.p., n.d. Web. 09 Apr. 2017.

"Gainesville PRCA." Facebook. N.p., n.d. Web. 09 Apr. 2017.

"Gainesville PRCA." Flickr. Yahoo!, 09 Apr. 2017. Web. 09 Apr. 2017.

"How Small to Medium-Sized Businesses Can Advertise on Instagram." ShortStack. N.p., 23 Jan. 2017. Web. 09 Apr. 2017.

"Radio Facts and Figures." News Generation Radio Facts and Figures Comments. N.p., n.d. Web. 09 Apr. 2017.

"Snapchat Support." Snapchat Support. N.p., n.d. Web. 09 Apr. 2017.

"Sponsors." Depot Park. PRCA, n.d. Web. 09 Apr. 2017.

Gainesville, City Of. "Parks Recreation & Cultural Affairs." Parks Recreation & Cultural Affairs. N.p., n.d. Web. 1 Apr. 2017.

Marsan, Jeremy, Chris Setchell, Maggie Aland, Kris Cook, and Wasiu Abeeb Ishola. "How Much Does Facebook Advertising Cost?" FitSmallBusiness, 08 Mar. 2017. Web. 09 Apr. 2017.

News, UF. "University of Florida News." University of Florida. N.p., n.d. Web. 09 Apr. 2017.

P, Manuel, and Bakari Images. "Club Card Flyer Printing." PrintRunner. N.p., 03 Apr. 2017. Web. 09 Apr. 2017.

PRCA, Gainesville. "Gainesville PRCA (@GainesvillePRCA)." Twitter. Twitter, 09 Apr. 2017. Web. 09 Apr. 2017.

Works Cited

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Documents

Gainesville Parks and Recreation€¦ · Gainesville is home to over 3,200 acres of parkland that serve various purposes in the community. From cultural and historical landmarks,