Horticulture_Attracting the Atypical Guest to your Garden

Information about Horticulture_Attracting the Atypical Guest to your Garden

Published on July 16, 2014

Author: csimkovich

Source: authorstream.com

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Attracting the Atypical Guest to your Garden: Attracting the Atypical Guest to your Garden APGA Annual Conference – Everyday Magic - June 23-27, 2014 Denver, CO Sheila Kanotz Philbrook Museum of Art - Tulsa, OK Callaway Gardens – Pine Mountain, GA Planning: Planning We design our seasonal shows nine months in advance In 2010 a horticultural center team member proposed a college football theme for topiaries – definitely of the community’s interest We went with something else that year Hard to step out of comfort zone The following year we decided we should try it out Wanted something new and exciting to drive more visitation Need to keep it about the plants The first year (2012) we commissioned two college mascot frames and used two existing frames The second year (2013) we commissioned three college mascot frames for a total of five college mascots The third year (2014) we commissioned two college mascot frames for a total of seven college mascots Planning: Planning Idea of what center should look like in fall – continue cascades, standards, lots of color Difference Input Final creative say – dyed flowers, placement of teams, etc. Create a calendar Communicate clear timelines Recognizing what your guests appreciate – natural elements versus man-made Artistic liberties, main role as a garden SEC: SEC ACC: ACC Planning: Planning Departments Horticulture Education Marketing Gift Shop Food & Beverage Special Events Sales (weddings) Planning: Planning Vendors Topiary Jersey Sewing High school football coach Fabrication/welding Details Mascot accessory shopping Creating mascot accessories Budget “Stay committed to your decisions, but stay flexible in your approach.” - Tom Robbins Back-up plans Donation Request: Donation Request   To Whom It May Concern: Here at Callaway Gardens we are planning a college football display for this fall. We are going to depict multiple Southeast schools. We have Chrysanthemums and fall annuals in your school colors.   We would like to display your school mascot, in stuffed topiary form, as well. Unfortunately we do not currently have your school mascot. It will take $700 to build the topiary we need. We will be using Variegated Creeping Fig, Ficus pumila ‘Variegata’ and English Ivy, Hedera helix ‘Needlepoint’ to create these unique “living sculptures”.   Representing each school with the use of color sets the tone, but the topiary is what really tells the story. It is amazing to see how children respond to horticulture when they see it in the form of animals! We would appreciate any assistance you can provide to make this display truly exceptional.   Thank you for taking the time out of your schedule to consider assisting us with our goal of a wonderful fall college football display . PowerPoint Presentation: “What the mind of man can conceive and believe, it can achieve.” - Napolean Hill Auburn’s Mascot Aubie: Auburn’s Mascot Aubie Auburn Aubie - 2012: Auburn Aubie - 2012 Auburn 2012: Auburn 2012 Alabama’s Mascot Big Al: Alabama’s Mascot Big Al Alabama 2012: Alabama 2012 UGA’s Mascot Hairy Dawg: UGA’s Mascot Hairy Dawg UGA 2012: UGA 2012 UGA Hairy Dawg 2012: UGA Hairy Dawg 2012 GA Tech’s Mascot Buzz: GA Tech’s Mascot Buzz GA Tech Buzz 2012: GA Tech Buzz 2012 GA Tech 2012: GA Tech 2012 LSU Bed: LSU Bed Sanford Stadium (UGA): Sanford Stadium (UGA) Stadium 2012: Stadium 2012 What Did We Learn?: What Did We Learn? We’ve got a hit on our hands Fans are fanatical! Horticultural black is not black Horticultural blue is not blue Why some mascots, some not Which team was most requested – LSU We couldn’t get them to provide permission Universities may have ideas but not help Guests want to interact with the display Guests want great photo ops Planting sod in a flower bed is not ideal We need more opportunities to sell PowerPoint Presentation: “Celebrate what you’ve accomplished, but raise the bar a little higher each time you succeed.” - Mia Hamm Planning Year Two: Planning Year Two Move all displays to primary location Flags at entrance (or on drive) Commission Buzz, Big Al, and Mike Put garden flag next to topiary – one big photo op Consider fake turf Inform retail of teams to be used and dates Don’t attempt black for UGA Don’t attempt natural blue for AU, may dye Mascot rally Contact alumni for donations Contact schools for media events Chalkboard with stats Duplicate flags for game day broadcasts Scotch guard jerseys Flags 2013: Flags 2013 UGA’s Mascot Hairy Dawg: UGA’s Mascot Hairy Dawg UGA Hairy Dawg 2013: UGA Hairy Dawg 2013 UGA Hairy Dawg 2013: UGA Hairy Dawg 2013 UGA 2013: UGA 2013 Alabama’s Mascot Big Al: Alabama’s Mascot Big Al Alabama 2013: Alabama 2013 Auburn’s Mascot Aubie: Auburn’s Mascot Aubie Auburn 2013: Auburn 2013 GA Tech’s Mascot Buzz: GA Tech’s Mascot Buzz GA Tech Buzz 2013: GA Tech Buzz 2013 GA Tech 2013: GA Tech 2013 LSU’s Mascot Mike: LSU’s Mascot Mike LSU Mike 2013: LSU Mike 2013 LSU 2013: LSU 2013 Sanford Stadium (UGA): Sanford Stadium (UGA) Set up 2013: Set up 2013 Donor Recognition 2013: Donor Recognition 2013 Stadium 2013: Stadium 2013 Stadium Football 2013: Stadium Football 2013 What Did We Learn?: What Did We Learn? Fans are fanatical! GA Tech licensing – flag issue GA Tech topiary placement Suggestions for teams far away Maroon and crimson are not the same color Guests want to interact with the display Guests want great photo ops Sometimes the right donor comes forward just when you need them Planning Year Three: Planning Year Three Commission Albert and Smokey Move UGA inside too Make entrance all featured colleges Fridays: staff jersey day Stadium: tailgating scene Inform retail of teams and dates Connection game night Future home of Tennessee 2014: Future home of Tennessee 2014 Tennessee’s Mascot Smokey 2014: Tennessee’s Mascot Smokey 2014 Future Home of University of Florida 2014: Future Home of University of Florida 2014 University of Florida’s Mascot(s) Albert (& Alberta): University of Florida’s Mascot(s) Albert (& Alberta) University of Florida’s Mascot Albert 2014: University of Florida’s Mascot Albert 2014 Moving Forward: Moving Forward Utilize everyone for ideas – find a topic that excites people and they can get involved in Involve key staff to roll it out Details, details, details Assign staff to each piece Think longevity - expense, labor, time Indefinite One-time Limited, recurring Take more pictures of people enjoying the gardens/exhibits PowerPoint Presentation: “Your most precious possession is not your financial assets. Your most precious possession is the people you have working there, and what they carry around in their heads, and their ability to work together.” - Robert Reich Attracting the Atypical Guest to your Garden APGA Annual Conference – Everyday Magic: Peter Lowe Native Landscape Manager The Dawes Arboretum Attracting the Atypical Guest to your Garden APGA Annual Conference – Everyday Magic Birds of a Feather Flock Together:  Birds of a Feather Flock Together Birds of a Feather Flock Together:  Birds of a Feather Flock Together Birds of a Feather Flock Together:  Birds of a Feather Flock Together Butterflies, Self Propelled Flowers: Butterflies, Self P ropelled Flowers Butterflies, Self Propelled Flowers: Butterflies, Self P ropelled Flowers Butterflies, Self Propelled Flowers: Butterflies, Self P ropelled Flowers Ales in the Garden: Ales in the Garden Ales in the Garden: Ales in the Garden Ales in the Garden: Ales in the Garden Other Notable Events: Other Notable Events Why Have An Orchid Show?: Why Have An Orchid Show? Keep Growing 2020 strategic plan The Garden will be a four-season destination by creating year-round programs that give visitors the opportunity to experience and understand nature and the natural world, indoors and out. Drive new, paying visitors to the Garden during the traditionally “dreary days of winter”. On average, from 2009-2011,   mid-Feb. – mid- Mar. attendance made up only 2% of the total annual attendance. As a comparison, a 30 day period between May and June can make up almost 10% of a year’s attendance. With an influx of new paid visitors, create a new stream for on-site member conversions at a time of year when traditionally paid visitors make up only 11% of the Garden’s attendance. Why Have an Orchid Show?: Why Have an Orchid Show? Why Have An Orchid Show?: Why Have An Orchid Show? Fundraising potential for the new production greenhouse range by calling attention to the fact that the Garden could have a world-class orchid collection with adequate facilities. Currently, the Garden does not have production greenhouse space to grow enough plants to support orchid show – all orchids for show will be purchased on the open market. Orchid Show Exhibition Facts: Orchid Show Exhibition Facts The Orchid Show Dates: Opening Night – Feb. 14, 2014 Exhibition Dates- Feb. 15 – Mar. 16, 2014 (31 days) Hours: 10am-5pm, daily Timed-Entry Tickets Prices: $10/$8 – Adults (non-member/member) $8/$6 – Child (3-12) (non-member/member ) Project Management: Project Management Cross Departmental Team – Jodi Zombolo, Project Manager Exhibition Core Team: Horticulture – Brian, Gabe, Sharon, Tim, Kris Visitor Events & Programs – Courtney, Stephanie, Harriet, Jodi Science – Pati Vitt Interpretive Programs – Kristie Construction - Tom Orchid Show Layout – Regenstein Center: Orchid Show Layout – Regenstein Center 2 Project Management: Project Management Cross Departmental Team – Jodi Zombolo, Project Manager Programming/Auxiliary Core Team: School of the Botanic Garden – Schools/ Adults/Families Membership Visitor Services Communications Development Volunteers Government Affairs Shop/Café Private & Corporate Events/Group Visits Library Results: Results 39,231 visitors from February 15 to March 16 which is 156% higher compared to same period in 2013. Is third highest February and March attendance in Garden history. Total show attendance was 25,300. 53% of paid visitors at the exhibition were non-members. Parking fees surpassed budget by $35,000 due to increase in non-member attendance. Garden shop sales were 118% higher than same period previous year. Garden View Café revenue increased by 58% even though in a temporary location because of construction. On-site membership income during the show beat budget by $31,300. Three private functions were booked due to Orchid Show. ATTRACTING THE ATYPICAL GUEST TO YOUR GARDEN/ATTRACTING NEW AUDIENCES: ATTRACTING THE ATYPICAL GUEST TO YOUR GARDEN/ATTRACTING NEW AUDIENCES Jim Harbage June 25, 2014 Who Comes to Our Gardens? : Who Comes to Our Gardens? Young Mothers or Family Groups 35-44, HHI $75+, lives nearby Primarily white, married Creative, artistic, loves outdoors Wants to give children more Price sensitive, Value driven Memberships to museums and zoos, little loyalty Subscriptions to family magazines and travel discount offerings Online shopper MEMBERSHIP, SINGLE TICKETS Single, Committed, or Married NK 25-44, $100K+, lives within 50m Well educated, upper middle class Cultured, well dressed, finer things Subscribes to the New York Times, architectural and lifestyle pubs Not active in community, but rather in industry Brand loyal for high end purchases, brand is image Online shopper PERFORMING ARTS, SINGLE TICKETS, GARDENS SHOP, 1906 Older Woman 55+, HHI $125K+, widowed Considered upscale Appreciates and supports the arts Loves to garden Active in community and family Shopping habits tried and true, incredibly brand loyal Reads daily paper, The New Yorker, Martha Stewart, Interior Design Retired or never worked EDUCATION, MEMBERSHIP, GARDENS SHOP, 1906 Where Do They Live? : Where Do They Live? Source: 2012 Philadelphia Scarborough Release 1 Study 20% Coverage 11% Coverage 9% Coverage 8% Coverage 12% Coverage 13% Coverage 12% Coverage PowerPoint Presentation: LILYTOPIA The Concept – Increase visitation via new WOW Display Celebration of Lilies ( Lilium hybrids) Showcase worlds newest and best (Holland) Entice US floriculture to grow and sell broader pallet Attract floriculture professionals Greenhouse Growers Cut flower growers and users Retailers PowerPoint Presentation: Guest Services Fabrication Longwood Displays Education Performing Arts Plant Research Crop Production Marketing and Promotion Horticulture Display PROGRAMMING PowerPoint Presentation: LILYTOPIA The Partnerships (25) Media Professional Orgs Breeders/Exporters from the Netherlands Shippers Netherlands Embassy PowerPoint Presentation: LILYTOPIA The Components Materials 9,000 – 12,000 stems from Holland Vases, topiary structures, Aalsmeer buckets, . . . . Tables, and platforms, custom structures made in-house Labor Staff, students, volunteers PowerPoint Presentation: 2010 PowerPoint Presentation: LILYTOPIA The Components Design Internationally acclaimed designer Dorien Van de Berg PowerPoint Presentation: LILYTOPIA The Components Display (11 days) Towers Walls Vases of species and specialty types Pot crops Floral arrangements PowerPoint Presentation: LILYTOPIA The Components Press opening PowerPoint Presentation: LILYTOPIA The Components Day-long symposium Professional networking meeting Awards PowerPoint Presentation: LILYTOPIA The Results 350 Varieties on display Increased visitation ~20% (10,000) Professional attendance Significant but, not sustained Media impressions - 17,325,000 Highlights Martha Stewart Garden Design Southern Living Floriculture International Who Came for Light? : Who Came for Light ? Guest Feedback Media Attention The Experience:  Guest Feedback Media Attention The Experience Ancillary Revenue And, will they return? : And, will they return? Data mining Targeted marketing Frequency and usage strategies Onsite and online connection through content Creation of value propositions for each segment

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