Culture, Events & Public Art Commission (Meets 2nd Thursday of each month at 10:00 a.m.)

Office of the Mayor Jim Paine, Mayor Nick Raverty, Chief of Staff Phone: (715) 395-7212 1316 North 14th Street, #301 Fax: (715) 395-7590 Superior, WI 54880 TDD: (715) 395-7521 Website: www.ci.superior.wi.us E-mail: mayor@ci.superior.wi.us MINUTES FESTIVAL COMMITTEE WEDNESDAY, April 14, 2021 3:00 P.M. – Virtual Attendance Members Present: Carolyn Nelson-Kavajecz, Nikky Farmakes, Julie Urban, Lindsey Jacobson, Lindsey Graskey, and Craig Sutherland Others Present: Linda Cadotte and Nick Raverty The April meeting of the Festival Committee was called to order April 14th at 3:02pm. AGENDA: 1. Roll Call 2. Approval of March 10 minutes Motion to approve by Councilor Sutherland, second by Nikky Farmakes, and approved unanimously. 3. Ice Festival Linda Cadotte gave a presentation on the 2021 Ice Festival which is attached in the minutes. 4. Fourth of July Celebration Linda Cadotte gave a short update on the Fourth of July Celebration. The barge and water support are confirmed for the fireworks. Tavern League will help with alcoholic beverages on Barker’s Island. Superior Refinery will sponsor at the amount of $12,500 which will help fund the band Pop Rocks to perform. Some of the funds will also be used for Bayside Sounds. Linda is working on the contract with Pop Rocks as well, and it should be finalized soon. In the process of recruiting other bans and food vendors are submitting applications as well. 5. Car Show Sponsorship Application The committee reviewed the application submitted for the Dennis Van Alstine Memorial Car & Motorcycle Show – the event requested $600. After reviewing the application, the committee awarded the event $500 to cover city permits/fees and help in paying the bands. The motion to approve was from Nikky Farmakes, second by Councilor Sutherland, and approved unanimously. c: City Clerk’s Office Public Access – via e-mail  RECAP of the 2021 Linda M Cadotte Director of Parks, Recreation & Forestry HOW THE FESTIVAL GOT STARTED 6 YEARS AGO… HOW THE FESTIVAL HAS EVOLVED… MISSION IS “TO CREATE A FAMILY-FRIENDLY-FUN COMMUNITY EVENT THAT ENGAGES THE REGION AND ATTRACTS TOURISTS OF ALL AGES TO SHARE IN SUPERIOR’S PASSION FOR ALL THINGS WINTER” PARTNERSHIPS RICHARD I BONG VETERAN’S HISTORICAL CENTER  Friday - 51 walk-in visitors  13 toured the Museum  Saturday – 115 walk-in visitors  61 toured the Museum  Sponsored ice carving  75+ visited on Saturday  Similar traffic to 2020 Festival , but they didn’t offer cookies and hot chocolate this year… “SUPERIOR” SNOW SLIDE • Parks Team Built this year • Volunteers from the Superior Rotary, the YMCA and School District helped run the slide   More than 275 people visited the booth ORB 365   Almost 50 people participated ESTUARIUM in the obstacle course SNOW SHOE DEMOS KIDS PASSPORTS – SCAVENGER HUNT  Team effort led YMCA, Superior Refinery, and The Reserve Team  Gift bags were widely supported by businesses HUMANE SOCIETY OF DOUGLAS COUNTY  Canine King & Queen Fundraiser – goal of $3,500 raised over $7,750!  51 Canines entered the contest  Lots of positive feedback  People brought their dogs to the “crowning” – loved it! STERLING SILVER DANCE  Kids love the photo opportunities with their favorite characters! STUDIO  Fire Twirlers were dazzling! FIRE & ICE PASS FOUNDATION • Offered food & beverage vending In 2021 they raised $1,325 2020 $1,200 2019 $500 2018 Lost money FAT TIRE BIKE  100 conversations DEMOS  50 bike demos  4 hours at Festival MIDWEST ICE RACING ASSOCIATION  2021 – 199 racers  At least 1,110 spectators  2020 -142 racers  2019 - 123 racers  2019- 500+ spectators LAKE SUPERIOR DISC GOLF COMMUNITY  35-40 people played in the tournament  Sold approx. 25 memberships for the 2021 season  30-40 kids stopped by for the scavenger hunt  KUBB  Approx 300-500 participants  12 kubb sets into the hands of new players Having Earth Rider and Disc Golf near kubb was perfect! It helped filled that end of the island up nicely with lots of activity. FIREWORKS   10 businesses sponsored ice carvings CITY-WIDE  Trivia had 165 different people submit entries compared to 120 in 2020 and only 18 in 2019 ICE CARVINGS  SBID contributed two prices of $250 in SBID Bucks for prizes CARVINGS TO HELP PROMOTE THE CITY  Library  Skating Rinks  Dog Park/Ski Trails  Fire Stations  Government Hdqrts MARKETING Social Media Marketing This year we focused solely on Facebook advertising. We ran two canvas ad campaigns, both in market Each partner had at least two social media posts (no boosts) for their event. We spent less this year as market share for ad placements was much higher due to the pandemic. New this year, we spent $500 to partner with Destinations Duluth, leveraging their social media channels for our event. Television - WDIO This year we sent out an RFP for Television partnership. WDIO was chosen. From this partnership not only gained promotions on WDIO-DT1/ABC and WDIO-DT2/ME-TV, but we also had an entire week of lead-up stories that aired on all newscasts the week of January 25-29. WDIO also did their 5pm and 6pm news broadcasts from Barker’s Island! Between January 13, 2021 and January 28, 2021 Our 30-second ad ran 30 times on WDIO and 27 times on ME-TV. WDIO ads are usually $50/run, unless during a news cast when it is $100/run and ME-TV ads are usually $10 per run unless during a newscast when it is $50/run. These were given to us in- kind as part of the partnership deal. Facebook Statistics December 2020 – January 2021: Total Likes – 5516 (858 New) Total Followers – 5,714 (990 New) *Followers mean that these people indicated they wanted to see our posts on their timelines. Paid Impressions – 3,953,516 Organic Post Impressions – 547,570 Overall Impressions – 4,501,086 Paid Reach – 127,574 Organic Reach – 301,582 Viral Reach – 279,354 Overall Reach – 708,510 Ad Buy Spend - $539.99 Total Social Spend: $1039.99 Ad Buy Impressions – 168,875 Ad Buy Cost Per Result - $0.07 Industry average for Facebook Cost per Click Travel & Hospitality - $0.63 (https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks) Destination Duluth This year we partnered with Destinations Duluth to amplify our Facebook messaging. Destinations Duluth Spend - $500.00 Lifetime Reach – 160,587 Lifetime Organic Reach – 160,714 Lifetime Impressions – 164,333 Engaged Users – 3,530 RADIO – MIDWEST COMMUNICATIONS November 23rd – January 30th 11 interviews each week for 9 weeks 99 live interviews promoting Lake Superior Ice Festival Monday’s & Wednesday’s: KQ 915 am, My 95.7 920 am, Kat Country 930am Tuesday’s & Thursdays: KDAL AM 740 am, WDSM 800 am Friday’s: KQ Trainwreck 430 pm 20,934 promotional mentions on Air and Stream: $209,340 99 Live Interviews: $9,900 24 On-Site Interviews $2,400 280 :30 Commercials: $9,600 6 Station Winterfest Web Links: $3,900 980 Winterfest Live Mentions: $4900 3 Live Remotes: $7,000 Promised Value: $219,800 Over-delivered by $27,240 OVERALL FESTIVAL SPONSORSHIPS Questions?... Linda Cadotte CadotteL@ci.superior.wi.us 218-348-7315  There was also a conversation around organizations’ ability to obtain insurance for events. We have not run into an issue with organizations in the past where they could not obtain event insurance, but we will monitor for that. Linda also mentioned that she is looking into offering insurance to events that the city is a participant of, such as the 4th of July, where the city’s policy would cover the car show and the parade as well. More to come on this in the future. 6. Adjournment The meeting was adjourned at 3:53pm. The City of Superior complies with the Americans with Disabilities Act of 1990. If you are in need of an accommodation to participate in the public meeting process, please contact Nick Raverty at (715) 395-7212 by 4:30 pm on Friday prior to the scheduled meeting. The City will attempt to accommodate any request depending on the amount of notice we receive. Notice is hereby given that a majority of the members of the Common Council may be present at the meeting, and although this may constitute a quorum of the Common Council, the Council will not take any action at this meeting. c: City Clerk’s Office Public Access – via e-mail