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Home My WebLink AboutItem #67 - Discussion Item98 t,ItV OP MIAMI. f=LORIbA INTItWOPFICt MiEMORANCIUM TO Cesar 14. Odio DATE May 11, 1988iLr . City Manager subAct oisoussion Item Xavier L. Suare2 REI•ERENCE FROM" Mayor 55118c3/JHti ENCLOSURES. Please place on the Agenda of June 9, 1988 a personal appearance by Sydney Roberts, Treasurer of the Jamaica Awareness Reggae Festival. XLS:jaa t q * * * * THE FOURTH ANNUAL * JAMAICA AWARENESS REGGAE FESTIVAL * _ SUNDAY, AUGUST 7, 1988 * * * BICENTENNIAL PARK * MIAMI r'7n �Z 3 o3e �� K Nr� C A w AW N n 0 a MEDIA PLANS The title sponsor will feature in all materials. 1. RADIO advertising and promotional Since the festival's inception, radio station WVCG 1080 AM and WLRN FM 91 have been sponsors, donating hours of air time for promoting the festival. Again this year, both stations have indicated that they will be involved in the promotion of the Jamaica Awareness Reggae Festival. WRVS 1170 AM, based in Ft. Lauderdale, will also assist in promoting this year's festival. South Florida's premier black station, WEDR 99.1 FM will also be promoting this year's festival extensively. 2. TELEVISION South Florida's number one independent TV station, WBFS TV 33, has been a sponsor of the festival since its inception. Last year, an average of fifteen 30 and 60-second spots per day was aired from July 14 to 1 PM on Sunday August 2, a total of 270 TV spots promoting the Jamaica Awareness Reggae Festival. Discussions with a major network affiliate is also in progress aiming to increase TV promotion. 3. VIDEO PRODUCTION A video production company has been contracted to film and produce a concert video from the festival. This video will be marketed to cable channels, MTV, VH1, BET, and other Caribbean Islands. A video cassette will also be marketed• corau«arcially- in stores throughout the U.S.A., Europe and the Caribbean. Sponsors will feature in this video, 4. PRINT There are plans to insert advertisements in the North. American edition of the Jamaican Weekly Gleaner, the Week -end editions of the Miami Herald, "Showtime" section of the Fort Lauderdale News/ Sentinel as well as full page ads in the "Reggae Report" and "Caribbean Lifestyles," two Miami -based Caribbean periodicals. Placement will also be in the "Caribbean Echo", a weekly South Florida/Caribbean newspaper. 5. ON -SITE PROMOTION Sponsors will be given the liberty to display their signage in prime viewing areas. They will be responsible For providing items such as inflatable balloons and banners to promote their product, along with other promotional give-away products such as caps, sun visors, pens and T-shirts. I 6. OTHER Official Jamaica Awareness Reggae Festival posters will be printed and distributed throughout South Florida advertising the festival. These will be in stores, supermarkets, nightclubs and Caribbean restaurants etc. T-Shirts will be printed carrying The Festival's graphic design. They will be sold prior to and during the festival, and given away for promotion. A press luncheon will be held to officially launch the festival and announce the sponsors. 9S-564 .1 L7 a PROOOCTION RATlONAL9 The City of Miami is well known fot its ethnic diversity both around the country and around the world. Pot instance* the Latin influence is a primary component of Miami's complexion whose culture is revealed during the famous yearly street festival "Calle Ocho." With the production of a first annual cultural festival in 1985, the celebration of the Jamaican and Caribbean culture is just emerging. The Jamaican and Caribbean community has stepped•forward to spotlight their heritage and to celebrate with their American neighbors some of the rich tropical island charm that make Miami "the Magic City." The popularity and acceptance of this culture has resulted in many television and, radio commercials being produced with a Caribbean flavor. Popular programs such as "Miami Vice" regularly portray Caribbean characters and feature Caribbean music. The Jamaican and West Indian community as a market is strong and growing. According to the 1980 U.S. Census for Florida, there is in excess of 407,000 Jamaican and West Indian residents living in the Miami and Fort Lauderdale areas. (Standard Marketing Statistical Area figures) As a special market, there is strength in these numbers and if targeted, this could increase your company's sales and revenues by millions of dollars.,' Festival -attendance has shown that there is a strong appetite for a Reggae Festival in Miami, tying this to Jamaica's independence anniversary gives this festival a two -fold purpose that has made the Jamaica Awareness Reggae Festival the biggest reggae festival in the U.S.A. Many compare this festival to Reggae Sunsplash, held annually in Montego Bay, Jamaica, pulling thousands from all over the world. EMT RACKGROM The inaugural festival was held in August of 1985, a joint effort of two Miami based# non-profit, Jamaican organi2ationg. The first year's attendance was estimated at fifteen (15#000) thousand and this figure doubled in the second year to over thirty (30#000) thousand. In the second year, it was the makers' of Jamaica's premier beer "Red Stripe" who became our title sponsor and their support enabled an even bigger festival to be staged. WLRN TV-17, filmed the festival and aired three, one -hour segments during prime time in April of 1986. All major television, radio and newspapers gave the festival extensive coverage. August, 1987 was Jamaica's Silver Independence anniversary and the festival was the climax of numerousevents planned to celebrate the occasion. Red Stripe Beer remained the title sponsor and Appleton Rums and the City of 'Miami came on as co-sponsors.' Attendance for the third annual`festival rocketed to over forty-five (45,000) thousand, making it the fastest growing festival in South Florida and the "Biggest Reggae Festival" in the U.S.A. As we look to August 7, 1988, our fourth year, we hope to improve our entertainment presentation by booking at least two (2) major headline reggae performers. 'This added `attraction,' with your support, would certainly increase attendance and position us as one of the major festivals in Miami. Rs--s65 - 0 6 btiB�t�if Bt4 Thc- Jamaica Awateness Reggae Music.Festival will be held on Sundays August 5i 1988, This annual event, produced by Jamaica Awareness, Inc.i a nonprofit organizatlon, highlights a week of cultural and social activities celebrating Jamaica's independence anniversary. Staged in the beautiful concert -meadow setting of Bicentennial Park; on Biscayne Boulevard, overlooking Biscayne Bay, the Reggae Music Festival brings together thousands of South Florida's Jamaican and Caribbean residents and invites the entire South Florida community to celebrate Jamaica's 26th Independence Anniversary in song, food, drink and spirit. Consistent with any true festival presentation, many excellent local artistes will be featured. In fact, someofour local artistes are internationally recognized acts. It is the intention of the committee to top this year's entertainment line-up with -a major headline act from Jamaica to complement our already strong local performers. This is an excellent opportunity to reach a new, untapped market.'of Caribbean immigrants, consisting of 'Jamaicans, Trinidadians, Barbadians and Guyanese, to name a few, showcasing your product in a complete sponsorship/sales promotion program. As a sponsor, your company's association with an event that has proved to be' successful and popular can only mean increased sales and revenue, a positive public image and a firmer - grip on the South Florida market. 913-565.1 qs-565.1 I I PROJECTED EXPENSES City of Miami Park Police Fire Clean-up Stage and Tent Rentals Equipment Rental Sound Advertising and Promotion Printing Artistes' Fees Supplies (Miscellaneous) Administrative Costs Managerial Fees Video Production Miscellaneous Rent (Office) TOTAL Sponsorship City of Miami Metro -Dade County Booth Sales Concession Sales TOTAL /00166 PROJECTED INCOME r $30,000.00 5,000.00 5,000.00 15,000.00 20,000.00 $75,000.00 $15,000.00 2,000.00 4,700.00 2,500.00 6,000.00 4,500.00 10,000.00 3,700.00 6,000.00 10,000.00 4,000.00 2,200.00 4,400.00 $75,000.00