HomeMy WebLinkAboutExhibit 6Miami/Bahamas Goombay Festival
The purpose of the Miami/Bahamas Goombay Festival is to celebrate cultural expression
Embracing the legacy of an African American ancestry derived from Bahamian roots to form a
community called The Grove." The festival is geared towards sharing the experience of rich
traditions and heritage to the masses. This will be accomplished through an attractive marketing
plan that will promote mass appeal that will go beyond our target audience.
There has been a steady trend in attendance over the past four years. This indicates that there is a
growing market for diverse, family -friendly signature events that is offered by the Miami/Bahamas
Goombay Festival. There is an international mix of Goombay Festival attendees, representing
Miami -Dade County, Broward County, Palm Beach County, the South Florida regions; major cities
throughout the US (Chicago, New York Philadelphia, and Los Angeles), and of course the
Bahamas and other Caribbean locations. The Miami/Bahamas Goombay Festival attracts an influx
of up to 200,000 attendees creating a positive social and economic impact for the City of Miami
and Miami -Dade County. Specifically, the center grove because the festival has embraced the
hotels, nightclubs, restaurants, and small business in the area by patronizing and/or partnering with
them to promote the event. Thus, increasing revenues for the center grove businesses, and most
importantly the "Mom and Pops" businesses in the Coconut Grove community.
The Miami/Bahamas Goombay Festival Board/Committee has launched an aggressive marketing
campaign to capture the attention of local residents, non -local residents, and international
visitors/tourists by utilizing Radio, Print, and TV outlets. As result, garnering national attention to
the new and improved grove. Thus generating a buzz towards the businesses in the center grove
as a historical beautiful atmosphere for the family to enjoy which, will promote people going to the
grove well after the festival is over.
Based upon target market research, we have created a marketing plan that will generate interest in
and awareness of the Miami/Bahamas Goombay Festival taking place in the center grove, while
specifically targeting key markets (South Florida & the Bahamas Islands). Since our major goal this
year is to expand our audience; we have tailored our plan to include advertising in English,
Spanish, and French/Creole. The Bahamas Tourism Board is working closely with us to reach the
Bahamian Islands Residents (Cat Island, Exuma, Andros, Eleuthera, etc.).
A major campaign commenced on May 1, 2006 promoting the festival with powerful billboards,
pole banners, mobile advertising, and street marketing featuring our key sponsors in key targeted
communities. This will be followed up with radio/television announcements, local print
advertisement in community newspapers, promotional giveaways as well as a website recognition
(www.goombayfestivalcoconutgrove.com) highlighting the campaign's message and its supporters.
We have partnered with Clear Channel who is our official radio partner and sponsor for the next 2
years. We have begun a 4-week drive time promotion schedule which will foster the maximum
national exposure for the festival. In addition to limited TV, magazine and newspaper placements.