Re-branding of Halloween Madison, WI ReachOut Program Slide 2
Madison, WI Slide 3 Slide 4 In 2002 In 2002, the event reached its
lowest point when a crowd of unruly persons set bonfires, engaged
in significant property damage to State Street area businesses, and
pelted police officers and firefighters with rocks and other
objects. Slide 5 2002 through 2005 Change in character of event:
increased arrests/violence and alcohol consumption Photo credits:
Michelle Stocker - The Capital Times Slide 6 Background Slide 7
2002 through 2005 The event ended with the use of pepper spray by
law enforcement personnel Excessive underage consumption of alcohol
was also a concern Law enforcement costs associated with the event,
which reached $580,000 in 2005 $349,000 for the Madison Police
Department alone 2005 468 arrests (7 criminal felonies) Slide 8
Collaborative Strategy Team Mayors Office; Madison Police
Department; Madison Fire Department; Madison Engineering
Department; Madison Parks Department; Madison Mall Maintenance
Unit; Madison City Attorney; Madison Common Council; University of
Wisconsin-Madison; Wisconsin Union Directorate; Associated Students
of Madison; Dane County Tavern League Inter-Fraternity Council;
Downtown Madison, Inc.; Downtown Business Improvement District
(BID); Greater State Street Business Association; and Capitol
Neighborhoods Inc. Slide 9 2006 The plan that worked! The 2006 the
plan included new strategies aimed at re-branding the event to
convey a message that is consistent with the expectations of our
community regarding public safety and behavior. Slide 10
Re-branding Strategy Goals 1.Enhance public safety; 2.Find ways of
alleviating the costs associated with the event; 3.Continue work on
preventing excessive consumption of alcohol and use of other drugs.
Slide 11 Re-branding Strategy #1 Re-Branding of the Event: Members
of Ad2 Madison, a network of young communications professionals,
provided their time and expertise to assist in the development of:
A message and public information, marketing, and outreach campaign
focused on the strategy goals and designed to be most effective
with the target audience including messages related to the issues
of excessive consumption of alcohol, drug use, and other matters of
personal responsibility. Freakfest rolled out as the official brand
name of Halloween on State Street Slide 12 Re-branding Strategy #2
Crowd Management and Safety Measures: Gating Admission System
Entertainment and Food Organization and Sponsorship Law Enforcement
Staging Area Lighting Crowd Movement Improved Public Address System
Back-door Exits Slide 13 Slide 14 Year 1 of Re-branded Halloween
Photo credit: Kyle Bursaw Slide 15 Re-branding Strategy #3 Rules,
Preventive Efforts and Other Strategies: Zero Tolerance for Alcohol
in Public Areas Aggressive Behavior Prohibited Dangerous/Flammable
Materials Prohibited Expanded Glass Ban Mitigate house parties More
neighborhood officers Delayed citations Designated website listed
violation consequences Police Staging Area with Transportation
Video Surveillance Partnerships with Local, Regional Agencies and
Educational Institutions Slide 16 Major Indicators Total law
enforcement costs: 2005 $589,087 2011 $174,255 Total arrests: 2005
468 arrests (7 criminal felonies) 2011 30 arrests (only 1 person
jailed) Slide 17 Moving Forward Event re-branded to Freakfest Costs
and arrests reduced Locally-focused event Event now attracts all
ages Costumes and entertainment are the focus Local production
company books talent and manages event (including private security)
Event expectations are clear to the public
