June 1 - August 31, 2013 1
DATES June 1 August 31, 2013 SUMMER TARGET AUDIENCE & VISITOR ATTENDANCE 200,000 individuals throughout the summer months of June through August AUDIENCE PROFILE: 22,000 Arboretum members covering all counties in Minnesota who are actively involved in the mission and programs of the Arboretum 64% of Arboretum Membership is between the ages of 35-64 90% of visitors come to the Arboretum with extended family or friends making it the perfect place to reach the entire family at one time and reach multiple generations at one time with this message Arboretum members have a higher level of education, including 70% with a bachelor s or advanced degree More than half of all Arboretum members and visitors have children 92% of Arboretum members own a home Membership is well-represented in all 50 states and every county in Minnesota SUMMARY The University of Minnesota Landscape Arboretum is part of the College of Food, Agricultural and Natural Resource Sciences at the University of Minnesota. The Arboretum s mission is to be a community and national resource for horticultural and environmental information, conservation, research and education; to inspire, entertain, delight, and educate visitors with activities and quality plants in well-designed and maintained displays, collections, model landscapes, and natural areas. The University of Minnesota Landscape Arboretum will engage the public in this mission during the summer of 2013 with an exhibit featuring the iconic University of Minnesota mascot, Goldy Gopher. In 2
this exhibit, created to raise the community s curiosity about what Goldy would possibly be up to in a landscape arboretum, Gophers in the Gardens will highlight and celebrate the rich history of the University of Minnesota and the horticultural contributions of Minnesota to the local community and the impact of these contributions around the globe. Gophers in the Gardens will be a summer-long exhibit and series of events that will connect the general public to the outdoors and to the many important issues around the environment and plant diversity in an edutainment format that will be engaging and fun for the entire family. As many as 30 whimsical Goldy Gopher statues will dot the landscape of the Arboretum, providing hours of fun for visitors of all ages as they hunt the grounds for these creatures, download QR code messages from community partners, and collect photos of themselves standing next to each unique Goldy expression. In addition to gopher hunting, visitors will enjoy open house events featuring the Arboretum gardens and collections. Visitors will participate in a number of events to learn about the science of growing food, caring for the environment, gardening, and even keeping pests away from their own yard in ecofriendly ways. THREE MAJOR COMPONENTS OF GOPHERS IN THE GARDENS 1. Goldy Gopher Statues located throughout the Minnesota Landscape Arboretum One-of-a-Kind Goldy Gopher statues designed and painted by regional artists will be strategically located in the gardens and at various points of interest throughout the Arboretum. Visitors of all ages will enjoy hunting the grounds for these pesky gophers, scanning QR codes for sponsor messages and collecting photos of the full collection. Each Goldy Gopher statue stands 4ft 6in and will placed on a 7in pedestal. In the same tradition as the Peanuts characters in St Paul, the cows in Chicago, donkeys and elephants in Washington DC, each statue will be hand-painted by local artists who have been selected through a juried art call. There will be up to a total of 30 unique sponsored statues. It is also rumored that Goldy will make special guest appearances at the Arboretum throughout the summer. 2. Entertainment Gophers in the Gardens will delight, inspire, and educate visitors by providing engaging and interactive 3
Opportunities for all visitors to play at the Arboretum: Music in the Gardens with Goldy The Minnesota Landscape Arboretum will feature music in the gardens two or more times a month in a mini-concert format. Minnesota musicians will perform in garden locations and selected musical performances will be accompanied by dance lessons. Movies in the Gardens with Goldy Visitors will enjoy al fresco movie viewing of movies that have a strong Minnesota connection such as: The Mighty Ducks, Grumpy Old Men, Grumpier Old Men, Miracle, A Prairie Home Companion, Iron Will, Little Big League, and Purple Rain. U Cold-Hardy Fruit and Plant Introductions and Celebrations The University of Minnesota s Horticultural Research Center, located on the northwest corner of the Arboretum grounds and is home to the University of Minnesota researchers plant breeding program. The Horticultural Research Center primary focus has been on breeding cold-hardy fruits. Each year new fruit varieties are tested and refined including the now world-famous Honey Crisp apple and 16 other popular cold-hardy apple varieties, seven varieties of cold-hardy wine and table grapes, cold-hardy blueberries (7 varieties), strawberries, the popular Latham raspberry, pears, cherries, apricots and more. The Gophers in the Gardens exhibit will feature special weekends to celebrate these introductions. Visitors will have the opportunity to taste test introductions against other fruit varieties of strawberries, blueberries, apples. These events may take place at the SummerHouse/AppleHouse or at the Oswald Visitor Center depending on additional activity opportunities (for example: vineyard tours, orchard tours, research plots, canning demos, etc) 3. Education & Displays The Gophers in the Gardens exhibit will showcase the great contributions the University of Minnesota Landscape Arboretum has made to the nursery, fruit, and event wine industries over the years. Special displays throughout the Arboretum will highlight in particular, the significant Arboretum Horticultural Research Center contributions to the local and global industry. These displays and educational events will also teach families about the science of plant breeding and preserving plant diversity; they will provide ways for families to be more connected to the science of growing food and offer practical tips of caring for the earth in their own backyard. 4
The Restaurant Gallery will display boards and photos of University of Minnesota fruit and plant introductions such as azaleas, apples, strawberries, blueberries, and grapes, educating the public about the science and process of plant breeding. An engaging and whimsical timeline will line the Skyway Brick Wall and depict how the University of Minnesota mascot has evolved over the years from humble beginnings as a 13 lined ground squirrel to the Goldy Gopher of today. Adult and children s Education Opportunities will include classes on growing food, STEM components of food production, the science of plant breeding and food production, and even how to keep gophers, rabbits, and other critters OUT of your gardens. Weekend Family Fun events will feature animal identification; interpretive signage and walks throughout the Arboretum gardens (including vegetable gardens) will heighten children s awareness of the natural world around them. A series describing University of Minnesota plant introductions and the science behind them, including the 10 plants that changed Minnesota will also be featured. GOPHERS IN THE GARDENS EXHIBIT AND EVENT PROMOTION Paid Media Estimated at more than 1.5 million impressions including the following: Print April, May, June, July, August, September issues of Mpls.-St. Paul Magazine Broadcast Television/Cable Estimated potential impressions in excess of 2 million Spring/Summer TV campaign on KARE 11-TV as leading network to reach adults ages 18-44 and older Coverage area includes Twin Cities metro area population of 2.5 million and through cable broadcast, counties throughout Minnesota Late summer campaign on Comcast channels (including USA, ABC Family, TNT, Lifetime, CNN) Coverage area includes Twin Cities metro area and throughout Minnesota. Channels vary by programming format and run of schedule Fun in Minnesota website (Twin Cities Tourism Attractions Association) Star Tribune ads in Home & Garden/Variety section May and June 5
Direct Mail Spring, summer, fall: each 32,000 Impressions targeted in the western suburbs Logo placement on summer Gopher in the Gardens promotional postcard mailer to 22,000 member and 10,000+ non-member households with income of $55,000+ in adjacent zip code communities including Minnetonka, Excelsior, Eden Prairie, Edina, Chanhassen, and Victoria Owned Media Spring and summer issues of the Arboretum Magazine distributed to 22,000 member households Gophers in the Gardens event materials including brochures, maps, flyers and other materials distributed to guests as they enter through the gatehouse or inquire at the information desk Web and Electronic Media Truly global reach with the power to create brand advocates Arboretum e-news published twice a month, e-blasts in alternate weeks to 10,000 subscribers On Arboretum website homepage for June, July, and August and other prominent presence on the Arboretum web pages Electronic e-blasts to 10,000 subscribers Online search engine-optimized Social Media such as Twitter, Facebook (nearly 8,000 engaged Arboretum friends), Blogs, YouTube, and Pinterest in a format you can push out to your own constituents and customers On the kiosk in the Oswald Visitor Center whenever the Gopher in the Gardens brand appears QR Codes 200,000+ total estimated interactive, experiential onsite impressions with your brand A QR code on sponsorship signage at each one of the Goldy Statues provides another unique opportunity for your company to connect with Arboretum visitors. You may specify the re-direct of this QR Code to go to your company website, a video describing your environmental or sustainability practices, or other site or offer of your choosing. Earned Media Long lead PR/publicity for regional and special interest magazines, special summer sections beginning as early as February 2013 through fall 2013 Feature stories published by University of Minnesota including stories in Minnesota magazine of the UM Alumni Association, College of Food, Science and Natural Resources Solutions magazine and the U Brief and UM website by University Relations to reach all U faculty, employees, students, alumni and website visitors Weekly Arboretum news releases and advisories to major Twin Cities media, local media and regional publications; these stories are picked up and run in area magazines, the University of Minnesota media, TV new and special interest programming, and through the Minnesota Tourism Association 6
Both the University of Minnesota Alumni Association and Athletics Departments will promote Gophers in the Gardens through their own networks and communications channels Onsite Signage Total estimated brand impressions to exceed several million Arboretum signage at two separate locations on highway 5, both which receive 39,000 daily impressions Prominent signage at front gate entrance for each visitor to see - total estimated impressions - 300,000 At various kiosk and information booth locations in the Oswald Visitor s Center and Snyder Building 43,000 unique visits in early spring and 37,000 unique visits in each of the summer months SPONSORSHIP OPPORTUNITIES Presenting Sponsor $45K There is a single sponsorship available at this level to allow one company to be recognized as the standout Gophers in the Gardens Event Sponsor and be co-branded with the Minnesota Landscape Arboretum throughout the summer and on all promotional, marketing and public relations materials related to this exhibit. Sponsorship at this level provides your company with several million impressions across a number of media outlets from TV and print advertising to social media conversations and public relations stories. As Presenting (primary) Sponsor of the Minnesota Landscape Arboretum s Gophers in the Gardens summer series, your company will be viewed by Arboretum Members, their guests, and the general public as the organization making the event possible, in turn creating strong affinity for your brand within the Twin Cities community. Presenting sponsorship is an outstanding opportunity to co-brand with a treasured Minnesota resource. Through direct affiliation with Goldy Gopher, you will attract the attention of University of Minnesota constituents such as alumni, students, faculty and staff, expanding the warm feeling they have for all things Goldy to encompass feelings they have for your brand. Finally, this sponsorship associates your brand with environmental stewardship and with the world-class horticultural research and development, conservation, community outreach and education work of the University of Minnesota Landscape Arboretum. It demonstrates a high level of corporate social responsibility and citizenship by connecting with this important environmental work while at the same time engaging the local community in fun, hands-on, interactive educational activities with entertainment flair. 7
This sponsorship includes a Goldy Gopher statue in the most prominent location at the Arboretum. In addition to a host of co-branding and logo placement opportunities, you will receive the following special thanks and recognition in earned media/public relations: You will be recognized as The Presenting Sponsor of Gophers in the Gardens in all news releases and media advisories to major Twin Cities media including daily and weekly news, regional monthly magazines, family-friendly websites and e-newsletters; Arboretum website online press room, Facebook postings, etc. Your name will be included with all Gophers in the Garden feature stories that appear in the Arboretum Magazine print edition and in stories and special features on the Arboretum website Your name will appear in the feature stories published by University of Minnesota including stories run by the Alumni Association, College of Food, Science and Natural Resources and the central University Relations Office Your name will appear in long lead PR/publicity for regional and special interest magazines, special summer sections Mention in the Annual report as a corporate partner Onsite Arboretum sampling and other promotional opportunities connecting your brand with the Arboretum are also a possibility In addition to logo and promotional benefits, your organization will be recognized in the Corporate Partnership Program at the Corporate Champion level. As such, you will receive the following team benefits: Invitation to host a corporate outing during the Gophers in the Garden and join in the fun at the artist paint-off event in June Invitation to a VIP Preview Event 75 complimentary VIP admission tickets to the Arboretum for use during the summer Volunteer team building opportunities for staff Group Discounts on tram tours and team-building outings 20% Discount on individual membership for your employees so they can come to the Arboretum all summer long and take part in the many Gophers in the Gardens exhibit offerings 15% discounts on room rentals for one year Two Lunch and Learn Offerings at your office on a conservation or horticulture topic of your choosing Discounted single-day Arboretum passes to sell onsite at your office Member rates on off-the-clock time adult education offerings and groups rate discounts for employees to attend professional summits and symposiums Private, behind-the-scenes horticulture tour for your executive team An invitation for your staff to opt-in to the Arboretum e-news to stay abreast of upcoming events and activities and we e are open to discuss other ideas you may have 8
Supporting Sponsor $20K There are only four sponsorships available at the supporting level. Supporting sponsors will be recognized alongside the presenting sponsor throughout the summer and on many of the same signage, advertisements, and promotional materials. Logo placement will be on all branded materials and sponsorship will be noted at the supporting sponsor level, just below the presenter. Sponsorship at this level provides your company with millions of impressions across a number of media outlets from print to to social media conversations to event materials including brochures, maps, flyers and other materials distributed to guests as they enter through the gatehouse or inquire at the information desk and explore the visitor s center. As a Supporting Sponsor of the Minnesota Landscape Arboretum s Gophers in the Gardens summer series, your company will be viewed by Arboretum members, their guests, and the general public as the organization highly supporting the event. In turn, this will create strong affinity for your brand within the Twin Cities community. Supporting sponsorship is an outstanding opportunity to co-brand with a treasured Minnesota resource. Through direct affiliation with Goldy Gopher, this sponsorship will attract the attention of University of Minnesota constituents such as alumni, students, faculty and staff, expanding the warm feeling they have for all things Goldy for the feelings they have for your brand. Finally, this sponsorship associates your brand with environmental stewardship and with the world-class horticultural research and development, conservation, community outreach and education work of the University of Minnesota Landscape Arboretum. It demonstrates a high level of corporate social responsibility and citizenship by connecting your company with the important work of the environment and engaging the local community in fun, whimsical, and engaging edutainment activities at the Arboretum. You will receive logo placement where ever the Gophers in the Gardens logo appears, including print materials, electronic media, and exhibit signage at the visitor center. This sponsorship includes one Goldy Gopher statue in a prominent garden location. In addition to co-branding opportunities with the Minnesota Landscape Arboretum, your organization with receive the following company team benefits: Invitation to a VIP Preview Event 50 complimentary VIP admission tickets to the Arboretum for use during the summer Volunteer team building opportunities for staff 9
Group Discounts on tram tours and team-building outings 20% Discount on individual membership for your employees 15% discounts on room rentals for one year One Lunch and Learn Offerings at your office on a conservation or horticulture topic of your choosing Discounted single-day Arboretum passes to sell onsite at your office Member rates on off-the-clock time adult education offerings and groups rate discounts for employees to attend professional summits and symposiums Private, behind-the-scenes horticulture tour for your executive team An invitation for your staff to opt-in to the Arboretum e-news to stay abreast of upcoming events and activities Statue Sponsorship $4-7K There are up to 30 sponsorships available at this level. Goldy Gopher statues will be painted by local artists selected through a juried art call. A company has the option of selecting one of the juried designs or using its own design team to design and paint a statue. All painting must be done on Arboretum grounds. Each Goldy Gopher statue includes sponsorship signage highlighting your brand and providing a QR Code for visitors to swipe and be connected directly to a message of your choosing a coupon, a video of your social responsibility and sustainability initiatives or other company message of your choosing. Sponsorship at this level also provides you with the following brand promotion: Your brand will appear on all the onsite print promotional materials for this event including but not limited to a map of the grounds outlining the gopher hunt for visitors Large gopher hunt maps posted in the main Visitor s Center Listing on the Arboretum website at the Corporate Friend level Listing the Arboretum website Gophers in the Gardens event page for the duration of the exhibit which includes early release information in late spring and throughout the summer months Statue Sponsorship includes the following benefits for your organization: Volunteer team building opportunities for staff Group discounts on tram tours and team-building outings 10% Discount on individual membership for your employees 10
15% discounts on room rentals for one year One Lunch and Learn Offerings at your office on a conservation or horticulture topic of your choosing Discounted single-day Arboretum passes to sell onsite at your office We are open to other ideas you may have Statue Sponsorship Options: $4,000 for Plain Goldy Statue when you use your own design team to painting the statue. Painting must be done onsite at the Arboretum and the Arboretum must approve all designs $5,000 for fully decorated Goldy Statue when you select a design from one of the Arboretum s Approved Artist Submissions $6,000 -$7,000 Sponsor & Keep Option includes sponsoring the statue for the length of the exhibit and keeping the statue after August 31, 2013 once the event is over. 11