project rebuild

7/29/2019 Project Rebuild

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TABLE OF CONTENTS

Proposal pg. 2

Background Information pg. 4

Goals pg. 6

Marketing Plan pg. 7

Timeline pg. 8

Schedule of Events pg. 11

Budget/ Anticipated Expenses pg. 14

Anticipated Revenue pg. 16

Contingency/ Back-up Plan pg. 17


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Proposal:

This week long community-wide event will complete the rebuild of the Georgia

Theatre in Athens, Georgia. Giving Athens residents an opportunity to add the finishing

touches on the historic Theatre, Project Rebuild will conclude with the grand

reopening of the Georgia Theatre. Everyday from Saturday until Friday for a few hours,

Athens residents of all ages will have the opportunity to rally at the Theatre. Their

involvement will include painting the inner walls. Then, as it gets closer to the grand

opening, the volunteers will participate in last minute errands of cleaning, sweeping,

polishing, and setting up. With the Theatre being such an important landmark to theAthens community, identity, and culture, many Athens residents would be eager and

willing to help cap the rigorous and prolonging construction. In hindsight, this

community project will promote the local theatres rebuilding and renovation.

Not only will this event be an uplifting and community-strengthening initiative,

but Project Rebuild will also serve as a way to promote the local theatres reopening,

generating local involvement as well as significant press coverage.

Project Rebuild will seek sponsors to help make the week possible. Local

businesses will have the opportunity to get involved on several different sponsorship

levels. Project Rebuild will have one main sponsor, as well as several smaller sponsors.

The main sponsor will make a donation to help support functions including the

performing bands, making t-shirts, etc. Smaller sponsors will have the ability to donate

paint, cleaning supplies, refreshments, etc. The main local sponsor will fund any other

needed supplies. In return, the sponsors will be recognized on all of the flyers, posters,

and t-shirts made.Since Terrapin Beer Company is locally known, targets a similar audience as the

Georgia Theatre, and is involved in the music scene, it is the perfect main sponsor for

this event. The company will fund the bands, the promotional materials, and the beers

served the night of the event.


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The smaller sponsors will also be present and help fund the event. YourPie will

be providing mini pizza pies. Silver Lining Cupcake Company will be present selling their

cupcakes. Athens Hardware Company will be donating restoration and painting supplies

in order to make the week prior to the grand reopening possible.

Booking great bands should not be difficult. The first act will be a student band,

particularly from UGA, to start off the night and build excitement. Following them will

be an opening act for the main band, a very talented and popular local band. And, finally

concluding will be a widely known band, such as Widespread Panic.

The promoting concert will be open and inexpensive to the public, only allowing

the first 1,000 people to purchase tickets and to enter, while including the week-long

devoted volunteers free of admissions. The Theatre will benefit from the amplified

amount of recognition. Furthermore, from the sold tickets, from the sold food and

beverages, from the t-shirts, and from any theatre merchandise sold, the Theatre will

make a lot of profit.

The events success would be measured by the following factors: the number of

people attended, the number of flyers passed out, the amount of money made at the

concert, and media coverage.

Media coverage will include mainly the local magazines and newspapers. Red

and Black, UGAzine,Athens Banner-Herald, Flagpole Magazine,Athens Magazine, Blvd

Magazine are all potential media outlets.

All anticipated profits will go towards repaying the Georgia Theatres rebuilding

loans.


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Background Information:

The Georgia Theatre

Located on the corner of East Clayton Street and North Lumpkin Street, the

Georgia Theatre has been an enormous asset to the Athens community for many years.

Not only has the Theatre been the music venue where talented bands put on amazing

shows, but it has also been a part of numerous memories. Like an old family emblem

passed on for generations, the Georgia Theatre has symbolized tradition, where people

can congregate and listen to awesome music. The Theatre emphasizes Athens great

music reputation and greatly aids the town economically.Even though the edifice has been in Athens for more than 100 years, it has not

always been the Georgia Theatre; its evolution has come a long way. In 1889, YMCA

took over. Next came a movie house, a hotel, a Masonic temple, Sears, and then the

United Methodist Church. Not until the 1960s did the Georgia Theatre have its opening,

but 1978 was the year when the theatre stopped playing movies and started playing

bands. The first band performed at the grand reopening of this concert hall was Sea

Level on January 11, 1978.This strong, prestigious structure has gone through massive transformations and

has had an extensive history. It is unfathomable that this theatre is still proudly standing

today. However, when the Georgia Theatre burned down on June 19, 2009, the town

was in shock and dismay. Much of the Theatre was gone and unrecognizable, so it

needed a lot of money to even begin construction. No one knew if the Theatre could be

rebuilt after the incident. Not getting aid or partnering with the Georgia Trust until mid-

August 2009, the Georgia Theatre unfortunately had insufficient and dawdling funds forits construction.

The past two years have been frustrating for everybody, especially for the owner

Wilmot Greene. But, with immense support and fundraising and Wilmot Greenes

determination, the Georgia Theatre is well on its way to a grand reopening. This event,


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therefore, must be a huge blowout in order to restore the Theatres historical and

glorious reputation and to raise Athens residents awareness of this yearning

celebration.

Terrapin Beer Company

Introducing its first beer in spring 2002 and originating in Atlanta, Georgia, the

owners of Terrapin, John Cochran and Brian Buckowski, decided to grow and aspire in

Athens. They moved to Athens for one main reason: to be surrounded by music. In

Athens, Terrapin has grown into a well-known company who produces tasty, natural

beer. Even though this company opened very recently, it has been very successful and

owns 40,000 square foot brewing facilities. The beer company is currently located on

Newton Bridge Road.


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Goals:

Raise money for the Georgia Theatre.

Get Athens residents involved in something big in the Athens community. Build awareness of the Georgia Theatres concluding construction. Get good press and advertise the event in various media. Get really good deals and sponsorships from prestigious companies in Athens.

Objectives:

Make 2,000 flyers and 250 posters. Disperse the flyers and posters throughout Athens. Buy painting and cleaning supplies. Custom make t-shirts with the sponsors for all of the volunteers for free and

attendees to purchase.

Book three bands: a widely known or popular band, a local band, and a UGAstudent band.

Get at least 100 volunteers to clean and paint for the week and day of the event. Raise at least $20,000. Have at least two mentions in the media. Have an attendance of 500-1,000 people at the grand reopening.

Desired Outcome:

The main reason to put on such an event is to build up awareness of the

reopening of the Georgia Theatre. This low cost event will be very beneficial to the

Theatre because residents will be aware of its opening and will attend future events.

The sponsors will be benefitted from getting their name out and from getting a good

reputation of helping such a low-funded, admired venue. And, finally, Athens residents

will benefit from working together, from the regrouping of the long-lost Athens

tradition, and, of course, from the entertainment. In the long run, everyone will be

benefited not only economically but emotionally as well. Overall, Project Rebuild will

hopefully create good, sufficient media and press and a good turnout.


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Marketing Plan

Target Market

Athens residents (Business owners, young professionals, music fans) UGA students 18-36 year olds

Market Strategies

Advertisements posted on Facebook. Event announcements on the radio: 101.1 and 94.7. Media ads in newspapers and magazines about once every month prior to the

event: Red and Black,Athens Banner-Herald, Flagpole Magazine, Blvd Magazine. Event posted on newspaper and magazine online calendars. Posters posted around Athens: around UGA campus, downtown shops and

restaurants and bars, apartments, condominiums, and dormitories.

Locations for posters:-UGA campus locations: Tate Center, Miller Learning Center, Ramsey

Gymnasium, all dining halls, various buildings and classrooms, and bus stops.

-Downtown locations: Restaurants, shops, and bars on Broad Street, Alps Road,

Washington Street, Clayton Street.

Pass out flyers on UGA campus outside of Tate Grand Hall. Have a stack of flyers available for residents to take in the downtown restaurants

and shops.

Volunteers wearing the sponsored Project Rebuild t-shirts the week prior tothe event around Athens.

Advertising/ Promotion Budget

The promotion budget will mainly be spent on newspaper, magazine, local radiostation, and Facebook ads.

The budget will also include inexpensive printed t-shirts, posters, and flyers.Evaluation

Turnout: ticket sales, merchandise sales, food and beverage sales. Media coverage Number of volunteers during the week Number of attendees at the event


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Timeline

10 Months Prior to Project Rebuild Week

Create a formal proposal. Establish solid dates, times, donations, and finances. Call Wilmot Greene, the owner, to pitch the idea. Contact bands and book them for the night of Friday, April 1, 2011.

5 Months Prior to the Week

Contact sponsors, including Terrapin Beer Company, Athens Hardware Company,YourPie, and Silver Lining Cupcake Company, to discuss sponsorship and

involvement opportunities. Secure sponsorship funding for everything.

3 Months Prior to the Week

Research various print and copy services in Athens. Design flyers and posters. Create a t-shirt design. Order 200 t-shirts. Print 800 flyers and 20 posters at the print shop. Newspaper and magazine ads, radio ad, and Facebook ad are run promoting

event and dates: March 26-31, April 1, 2011.

In the ads and on the Georgia Theatre website, have a direct number forvolunteers to call and sign up.

Volunteer limit: no limit but try to get at least 100. Volunteer ages: preferably 18-36 years old. Pass out flyers on campus and downtown. Talk to businesses downtown and UGA campus to put up event posters.

6 Weeks Prior to the Week

Newspapers and magazines advertise the event. Post Facebook ad. Post event on newspaper and magazine calendars. Pass out flyers on UGA campus and downtown Athens. Put up posters in downtown restaurants, shops, and bars. Put up posters throughout UGA campus. Order pizza, cupcakes, and beer from the local sponsors.


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Send all three sponsors thank you letters. Continue recording volunteer sign-ups. Make sure the bands, the head of beverages and food, and the head of

merchandise know when to arrive the night of Friday, April 1, 2011.

Continuously check on the t-shirt order.2-4 Weeks Prior to the Week

Get another ad in newspapers and magazines. 10 radio announcements total during the three weeks prior. Run Facebook ad campaign. Pass out rest of flyers on UGA campus and downtown Athens. Recount number of volunteers potentially attending March 26- April 1, 2011. Pick up all restoration and cleaning supplies. Separate the t-shirts for the volunteers. Call to confirm all three bands arrivals. Find a big ribbon for the entrance to introduce the grand reopening night. A few days before Project Rebuild, contact all of the volunteers to confirm and

to remind their attendance during the week.

1 Day Prior to Project Rebuild Week

Recount volunteers signed up. Make sure refreshments will arrive the next day for the week for the volunteers. Make sure painting and cleaning supplies are all at the Theatre. Make sure there are enough supplies, such as paint rollers and brushes, at the

Theatre for the volunteers.

Week of Project Rebuild

Arrive at the Theatre 30 minutes before the volunteers arrival. Make sure all supplies are ready for the volunteers. Assign volunteers specific tasks. Paint! Make sure there are enough supplies and refreshments. Call bands one more time to confirm their arrival for Friday night. Confirm the arrival of refreshments and merchandise for Friday night.

Day/ Night of the Grand Reopening

Make sure everything runs smoothly. Make sure volunteers are where they need to be/ assign volunteers jobs. Call bands to see if they will be on time.


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Call sponsors to see if food and beverages will be on time. Bands come and set up. Finish cleaning and setting up the Theatre to get ready for the grand reopening. Cut the ribbon and open the doors. Record the number of attendees at the entrance. All three bands perform. Everyone leaves. Volunteers and/or workers clean up the Theatre.

After the Event

Take note of the number of people attended. Count how many flyers and posters used. Send thank you notes to all of the sponsors. Count the number of mentions in the media, newspapers and magazines.


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Schedule of Events

SATURDAY, MARCH 26, 2011

10 AM-11 AM: Welcome the volunteers and introduce the upcoming week

of events. Do an icebreaker activity, so the volunteers get to know

one another. Divide the volunteers into groups. Each group will be

in charge of painting a certain wall(s), sanding and refinishing

wood.

11 AM-12 PM: Split up the groups and paint with background music playing.

12 PM-12:45 PM: Volunteers take a break and get refreshments.

12:45 PM-5PM: Resume painting and sanding, remind the volunteers of next

days schedule, and conclude the day.

SUNDAY, MARCH 27, 2011

10 AM-10:30 AM: Welcome the volunteers. Assign any late/new volunteers.

10:30 AM-12 PM: Volunteers get into their assigned groups and resume painting(with background music playing).

12 PM-12:45 PM: Volunteers take a break and get refreshments.

12:45 PM-5PM: Resume painting and sanding, remind the volunteers of next

days schedule, and conclude the day.

MONDAY, MARCH 28, 2011

4 PM-4:15 PM: Welcome the volunteers. Assign any late/new volunteers.

4:15 PM-5:30 PM: Volunteers get into their assigned groups and resume painting

(with background music playing).

5:30 PM-6:15 PM: Volunteers take a break and get refreshments.


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6:15 PM-8 PM: Paint, remind the volunteers of next days schedule, and

conclude the day.

TUESDAY, MARCH 29, 2011


4:15 PM-5:30 PM: Volunteers get into their assigned groups and resume painting

(with background music playing). Begin polishing brass and

stainless steel. Begin cleaning marquee.

5:30 PM-6:15 PM: Volunteers take a break and get refreshments.

6:15 PM-8 PM: Resume painting and polishing, remind the volunteers of nextdays schedule, and conclude the day.

WEDNESDAY, MARCH 30, 2011


4:15 PM-6:30 PM: Volunteers finish polishing brass and stainless steel. Resume

cleaning marquee.

6:30 PM: Volunteers leave early to allow the painted walls to dry.

THURSDAY, MARCH 31, 2011


3:15 PM-5:45 PM: Clean up painting materials and start sweeping or cleaning the

floors and countertops. Mop the floors. Food, drinks, and

merchandise are delivered. Bands arrive to familiarize themselves

with the venue.

5:45 PM-6:30 PM: Refreshment break.

6:30 PM- 8:30 PM: Continue cleaning until spotless. Announce the schedule of events

for the next day and the grand reopening of the following night.

Set up tables and other necessities for tomorrow.


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FRIDAY, APRIL 1, 2011

3 PM-3:15 PM: Welcome the concert volunteers.

3:15 PM-3:45 PM: Assign the groups to different setting up tasks.

3:30 PM-5:30 PM: Volunteers help clean, set up, and do last minute errands.

The bands set up and get ready for performance. Technical

equipment is checked. First two bands arrive.

6 PM-6:30 PM: Wilmot Greene and other colleagues take a photograph of cutting

the ribbon. Doors of the Georgia Theatre officially open. People

start entering the Theatre.

7 PM-7:45 PM: First band plays (UGA student band).

7:45 PM-8 PM: Wilmot Greene welcomes the event, says his Thank yous,

and introduces the next band.

8:15 PM-9 PM: Second band plays (local band).

9 PM-9:30 PM: Wilmot and another announcer or colleague welcome and

thank people again and address a longer speech. Conclude the

second band and then introduce the final band. Widespread

Panics bus arrives.

10 PM-11:15 PM: Widespread Panic performs.

11:30 PM-12:30 PM: Everyone exits the building. Volunteers or workers clean up

and leave.


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Budget/ Anticipated Expenses:

CLEANING MATERIALS-Window cleaner (12- 32 oz. bottles).................................................................$65

-All-purpose cleaner (20- 32oz bottles)..............................................................$55

-Brooms (10).......................................................................................................$50

-Mops (5).............................................................................................................$60

-Paper towels/ rags (400)....................................................................................$20

-Hand soap (6- 64 oz.).........................................................................................$30

-Brass/steel polish (16- 8 oz. bottles)..................................................................$50

-Wood polish (12- 32 oz. bottles)........................................................................$60

TOTAL.........................................................................................................$390

RESTORATION MATERIALS

-Sandpaper (30- 5 sheet packs)..........................................................................$68

-Wood finish (10 qts)..........................................................................................$70

-Paint rollers/pans (15).....................................................................................$100

-Brushes (50).....................................................................................................$110

-Wall paint (10 gal for 5,000 sq ft. Theatre)......................................................$300

-Plastic tarp (5,000 sq. feet of rolls)................................................................. $150

-Painters tape (4 rolls).........................................................................................$30

-Latex gloves (600 pairs).....................................................................................$30

TOTAL.........................................................................................................$858

PROMOTIONAL MATERIALS

-Posters (250- 11x17)........................................................................................$200

-Flyers (2000- 5.5x4.25)...................................................................................$56

-Shirts (500)....................................................................................................$2,600

TOTAL.......................................................................................................$2,856

ADVERTISING-Newspaper

-Red and Black (1 ad x 3 $7)....................................................................$21

-Flagpole Magazine ($10 per week for 1 ad x 3).....................................$30

-Athens Banner-Herald (7 days, 20 column inch ads)........................$2,000

-Facebook (2 weeks, .30/per click).................................................................$1,500

-Radio (10 DJ mentions- 101.1, 94.7)................................................................$600


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TOTAL.......................................................................................................$4,151

BANDS

-UGA band.........................................................................................................Free

-Local band.....................................................................................................$3,000-National band.............................................................................................$20,000

TOTAL.....................................................................................................$23,000

CONCERT FOOD/DRINK

-Age 21 and up wristbands (1,000).....................................................................$18

-Cupcakes (300)................................................................................................$450

-Pizza (500 mini pizzas)..................................................................................$1,500

-Beer (25 kegs/ 3100 beers)...........................................................................$2,500

-Beer cups (3100)..............................................................................................$360-Bottled water (500).........................................................................................$250

TOTAL.......................................................................................................$5,078

Total Expenses...................................................................................................$36,333


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Anticipated Revenue:

TICKETS (900 at $40 each).......................................................................................$36,000

T-SHIRTS (400 at $15 each (100 volunteers get free shirts)).....................................$6,000

BEER ($5 each).........................................................................................................$15,500

BOTTLED WATER ($1.50 each)......................................................................................$750

MINI PIZZA ($6 each).................................................................................................$3,000

CUPCAKES ($3 each).....................................................................................................$900

Total Anticipated Revenue.................................................................................$62,150

Total Anticipated Profit..................................................................$25,817


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Contingency/ Backup Plan

The band(s) did not show up/ band member got sick:

UGA student bando Plan B: Call various personal contacts to see who is available/ would like to

perform.

o Plan C: Look up different UGA student music organizations and try to bookthem.

o Plan D: Try to look up any available local bands, and if not available, create anupbeat song playlist to play, while everyone piles into the Theatre.

Local bando Plan B: Have a backup list of local bands. Call them ASAP to check availability

and book them.o Plan C: See if a student band or a local DJ would like to fill in for them.

Widespread Panico Plan B: Have a backup list for national bands as well. Call for availabilities and

offer extra compensation for the last minute inconvenience.

o Plan C: See if a local band would like/ be able to fill in for them.The merchandise or supplies are not available on time/ there are not enough supplies:

Restoration and painting supplies: I would personally go out and buy more materials.I would keep the receipts to get reimbursed by the local sponsors.

T-shirts for the volunteers: Apologize to the volunteers and keep trying to trackdown the order. If the delivery date passes Project Rebuild Week, then try to find

another fast-printing local service.

o Give the volunteers substituting and temporary t-shirts.o Give the t-shirts to the volunteers after the event/ ASAP.

T-shirts for the grand reopening: Find another local printing service.o See how much merchandise the Theatre has and sell that.o Do not sell the shirts at the event at all, but have one on display to show that

they will be available to sell at future events (New T-shirts/Merchandise

Coming Soon).


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Sell out merchandise early:

For the event, we are ordering 400 t-shirts (100 free for the volunteers). Therefore,we are aware that there is a possibility that they will run out. If they do, this sell outwill show us that they could make more money off of these shirts in the future.

If the owners would like and if the merchandise sells out early enough, other originalmerchandise from the Theatre may be sold to the attendants.

Not enough sponsorship donations:

Other or more local sponsors, depending on the funds and the size of the sponsor,will be searched and chosen in advance to guarantee more funding.

Volunteers will have to help organize multiple fundraisers well in advance. Offer the main sponsor a percentage of the profit, as a last resort.There is an accident or injury during the week or the event:

Volunteers would need to sign a waver form during the weeks orientation or duringtheir first arrival. The waver form would state that the Georgia Theatre would not be

responsible for any injury.

However, the Theatre would send a personal apology letter and a small giftafterwards to the injured party.

Someone will be designated to call the UGA Health Center or 911 or any medicalemergency hotlines, depending on the severity.

Not enough volunteers show up during the week:

Since volunteers will personally call and sign up, there should not be a problem withattendance. They will also be contacted a few days before for a confirmation and a

reminder of scheduled volunteer dates.

Contact any UGA students or employees to see if anyone can come out andvolunteer.

Make personal announcements in classrooms and sororities and fraternities. Ask downtown businesses to spread the word to their customers, but only with the

businesses consent.


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The number of attendants exceeds the capacity of the Theatre:

After confirmation of the event plan, the capacity of the Theatre will be determined. While at the event, if 1,000 attendants exceed the capacity, a closed outside tent

will be attached to the Theatre. The concessions and merchandise will all be set up

there in order to create more room for the audience.

The equipment fails:

The Georgia Theatre will have brand new equipment for the reopening and willconstantly check it during the Project Rebuild Week.

The Theatre will also have back up equipment just in case.Security:

Security or police would be stationed throughout the Theatre to ensure no injuriesand safety.

They would cover the following: fights, potential threatening behavior, illegalentrances, illegal scalping of tickets, underage drinking, and checking purses or

bags (especially for weaponry).

o Anyone who would fall under any of these categories will be undeniablykicked out of the Theatre and/or dealt with the police.

No outside drinks or food will be allowed. The Georgia Theatre will specifically be in charge of security personnel.

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