This paper presents the operational plan for Green Art Incorporated's Frog's Leap Sculpture Walk, a public art event held at the Royal Botanic Garden in Melbourne, Australia from January to March 2009. The plan outlines the organization's mission to promote environmentally and culturally aware art, support emerging and professional artists, and raise awareness for urban ecology. Key sections address the event schedule, supplier arrangements, tiered sponsorship packages, marketing strategy, pricing, advertising channels, project evaluation methods, risk management protocols, and a SWOT analysis identifying the project's strengths, weaknesses, and competitive challenges.
The Frog's Leap Sculpture Walk is a public art event to be held in Melbourne, Australia, by Green Art Incorporated from mid-January 2009 through March 2009 at the Royal Botanic Garden. There is no entry fee for artists wishing to participate in the sculpture competition. The focus of this project is to support artists in Melbourne and to promote the city's image as a "garden city." The competition will be promoted to artists through educational institutions and via media channels including magazines, posters, and radio announcements. Each artist will enter into a contract with Green Art Incorporated and will be provided with $300.00 to cover the cost of materials used in creating their sculpture. Each artist will agree to deliver his or her completed work to GreenArt Inc.'s warehouse.
GreenArt is a non-profit organization with a stated mission focused on initiating and supporting the ongoing development of environmentally and culturally aware projects in urban and regional Australia. GreenArt was founded by Danielle Kwan, Juliani Kusmaningrum, and Sarah Crock in 2007. The organization seeks to support artists in the production and exhibition of art and to encourage public participation in the arts as part of daily life. GreenArt also aims to integrate art, culture, and nature; promote indigenous art and culture; and heighten awareness of environmental issues. Additionally, GreenArt seeks to generate public interest in art and challenge conventional thinking about art as a cultural medium.
GreenArt also seeks to generate funds and awareness for the Australian Research Centre for Urban Ecology (ARCUE). The primary focus of the Frog's Leap project is the urban arts sector, and the event anticipates participation from both professional and amateur artists. Following the Royal Botanic Gardens exhibition in Melbourne, the Frog's Leap project will travel through Victoria for twelve months.
Participation is encouraged at all levels. Professionals and amateurs are both welcome to enter the sculpture competition, and corporations may become involved by entering into a partnership with the project and offering incentives to staff and clients. The public may attend the exhibition, as may tourists visiting Australia. Corporate sponsorship will serve as a demonstration of an organization's "green consciousness" — a vital concern in the current climate-change environment and one viewed by consumers as a desirable trait that facilitates approval and loyalty toward a company and its products. This dimension should be emphasized prominently when seeking sponsorships for this event.
GreenArt, in collaboration with supporters and contributors to this project, will announce the Frog's Leap sculpture competition on March 26, 2008, with entry closing on April 26, 2008. The aims of the competition are to engage and encourage participation from professional and emerging artists — including individuals of diverse backgrounds and cultures — in demonstrating the creative potential of recycled and reusable materials in art design and creation. Distribution of commissions to participating artists is scheduled for May 10, 2008, and completion of sculptures is scheduled for December 1, 2008.
The event will be launched on January 16, 2009, at the Royal Botanic Gardens Terrace, with guest performances by Delta Goodrem, Tripod, Rove McManus, This Side Up, and Magda Szubanski. The guest list will include winning artists, judges, performing celebrities and their entourages, corporate sponsors, ARCUE board members, government ministers, media representatives, and GreenArt Inc. staff.
The judging panel for the Frog's Leap sculpture competition will consist of Nicola Downer AM, Community Interest Representative of the Australian Council; Jane Scott, Director of Monash Gallery of Fine Art; and Mark McDonnell, Director of ARCUE. Event activities will include nightly tours and podcast tour guidance. Educational activities will include Aboriginal storytelling and environmental education. Creative workshops will offer dot painting and sculpture-making using recycled materials. Merchandise available for purchase at the event will include catalogues, t-shirts, mugs, badges, caps, and pens.
GreenArt Incorporated will work directly with the project coordinator, who will in turn collaborate with the programme coordinator, the sales manager, and the judging panel. The following suppliers have been identified for the event:
Linfox (Logistics) — sculpture transport; GreenArt Project Directors — warehousing of frog sculptures; Harry the Hirer (Equipment Hire) — semi-permanent structures; The Terrace Restaurant — launch party venue and catering; Domain Chandon Winery — alcohol; Impress Printers — brochures, catalogues, and posters; Eckersley's Art Supplies — workshop art supplies; ING — insurance; Crock Lawyers — legal advice; Country Road (Manufacturing) — frog merchandise; GreenArt Project Directors — web and art design; Australia Post — postal needs; Gerard Corporation (Manufacturing) — lighting and infrastructure; Optus (Communications) — communications; Apple Mac Technology — iPods; Edward W. Kelley (Professional Services) — evaluation assistance.
Through media sources — including magazines, posters, and radio announcements — as well as through personal contact with potential sponsors, GreenArt and others involved in this project will reach out to secure sponsorship. The different levels of sponsorship and the privileges accompanying each level are as follows:
Gold Frog Sponsorship ($50,000)
Naming rights for the entire project; sponsor's logo on all advertising materials (posters, print media, flags, etc.); sponsor's logo on plaques attached to frog sculptures; recognition in all event-related publications (official catalogue, brochure, press release, etc.); permission to use the Frog's Leap logo and images for marketing and promotional purposes; an artist talk and creative workshop for up to 20 staff members; a copy of the Frog's Leap catalogue; a discount on purchase of official merchandise; and 10 invitations to the Frog's Leap launch party in January 2009.
Silver Frog Sponsorship ($20,000)
Recognition in all event-related publications and on the Frog's Leap website; links on the Frog's Leap website to the sponsor's site; permission to use the Frog's Leap logo and images for marketing and promotional purposes; a discount on creative workshops for staff; a copy of the Frog's Leap catalogue; a discount on purchase of official merchandise; and 4 invitations to the Frog's Leap launch party in January 2009.
Green Frog Sponsorship ($1,000)
Recognition of the sponsor on the plaque attached to a particular frog sculpture; a copy of the Frog's Leap catalogue; a discount on purchase of official merchandise; and 2 invitations to the Frog's Leap launch party in January 2009.
GreenArt Incorporated has identified the following potential partners and sponsors for the event: the Australia Council, Arts Victoria, ABaF Philanthropy Australia, the City of Melbourne, Tourism Victoria, the Melbourne Convention and Visitors Bureau, the Department of Sustainability and Environment, Moonlight Cinema, Sofitel, Yarra Trams, Pink Lady Chocolates, Fox FM, Channel Ten, SDA Communications, Westpac, Optus, KPMG, and Australia Post.
"Target audiences, competing events, and pricing"
"Print, radio, online, and outdoor advertising"
"Evaluation methods and identified project risks"
"Strengths, weaknesses, and project conclusions"
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