Grant gives advertising freedom
Christmas came early for the Park City Performing Arts Foundation (PCPAF) last week.
After long hours and creative elbow grease, the foundation was chosen to receive a matching grant from the Utah Travel Council, which had an allocation from the state. PCPAF will pay $47,000 and the council will match it for a total of $94,000 to spend on advertising outside of the state.
"It’s a great opportunity. It’s new money. It’s a chance to go in a new direction. Up to now, the only out-of-state advertising has been Evanston, Wyo.," said Teri Orr, the PCPAF executive director.
The foundation is primarily targeting the Las Vegas and Henderson area in Nevada.
"We found that the Las Vegas area was the No. 3 destination area of people coming to Park City. Last year over 200 homes were sold to people from Las Vegas. It matched our own demographics."
As Las Vegas continually bakes their residents in the summers with temperatures frequently above 115, Orr believes they want to get out of the heat. When the PCPAF did its "Moose on the Loose" project, Orr said, four of the 21purchases were made by people from Las Vegas.
"They want to get out of Vegas in the summer. Park City has turned out to be the darling of Las Vegas," Orr said.
Last year PCPAF’s out-of-state summer business grew by almost 7 percent. They sold 1,009 tickets compared to 156 the year before and they hope to triple that number after this summer’s the innovative grant-supported advertising.
Utah wanted the money to be spent out of state to bring more cash to the Beehive State’s economy. Orr sees this as being helpful to not only the foundation but to Park City. Motels, restaurants and bars will be filled, she said, "They invest in the state when they are here."
The PCPAF will collaborate with Greenspan Media in Vegas. Greenspan Media promotes two magazines, Big Glossy Vegas and Big Glossy Winn, that contain national and world advertising.
"They’re big like Town and Country magazine. There’s lots of national advertising. They are sending it all over the world and our ads will get seen by those people," Orr said.
The foundation will continue their beverage coaster marketing idea out of state. They have also joined with Parallel Wines. Parallel launched in December, received a high rating of 93 and sold out of first allotment.
"They (Parallel Wines) are going to a number of wine festivals in the country and will take the coasters with them," Orr said. The coasters have all the big shows and schedules written on them. They have also joined with Volker Ritzinger’s locally made bread, and will print their schedule on the bread bags.
It wasn’t a cake-walk to receive the grant, Orr said, the PCPAF faced other competition and a lot of credit goes to the grant coordinator, Ginger Tollman, who was unavailable for an interview Monday. Tollman wrote and researched the project and was instrumental in the organization receiving the grant.
"It was really fun to think out of the box, to think of things that would be different than just printed ads. There was a lot of requests, there were a lot of top organizations that didn’t receive funding," Orr said.
This grant is specific to PCPAF’s summer marketing. PCPAF will have four shows and are hoping to add a fifth. This summer they will present Kenny Wayne Shephard on July 1, Etta James on July 21, Bonnie Raitt on Aug. 30 and Willie Nelson on Sept. 4.
The Park City Performing Arts Foundation received $47,000 to advertise outside of Utah. The foundation will focus on the Las Vegas area to bring in tourism cash flow.
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Jonathan Kolon will honor Park City and mark the trials the country has gone through with COVID-19 when he releases his new song “This Highway Ends” on April 30.