MITP_Impact Report_Spreads_Editted_FLIPBOOK

IMPACT REPORTFOR 2014

TABLE OF CONTENTSABOUT DOWNTOWN GRAND RAPIDS INC & FRIENDS OF GR PARKS 1MOVIES IN THE PARK 2ATTENDANCE BY MOVIE 3/4OVERALL REACH 5/6MODAL SPLIT / 7/8DEMOGRAPHICS AGE / GENDER 9 / 10INDUCED CUSTOMERSPENDING 11 / 12ROI / QUALITATIVEFEEDBACK 13 / 14SPONSORS & 15 / 16COMMUNITY PARTNERS

ORIGINALLY STARTING IN2013 FROM A COMMUNITYIDEA, MOVIES IN THE PARKHAS BECOME A STAPLEEVENT FOR DOWNTOWNGRAND RAPIDS PROVIDINGA FUN, FREE EVENT,THAT IS PACKED WITHENTERTAINMENT FROMBEGINNING TO END EVERYFRIDAY NIGHT DURINGTHE SUMMER SEASON.

KRIS LARSON “WATCHING MOVIES IN THEPRESIDENT & CEO PARK GROW FROM AN IDEA TO IMPLEMENTATION ANDDowntown Grand THEN TO BECOMING RANKEDRapids Inc. AS ONE OF THE TOP THREE EVENTS IN THE CITY OF GRAND RAPIDS HAS MEANT THE WORLD TO ALL OF US HERE AT DOWNTOWN GRAND RAPIDS INC. WE ARE PROUD TO BE ABLE TO PUT ON THE FREE MOVIE SERIES WITH OUR PARTNERS IN THE COMMUNITY.” “MOVIES IN THE PARK IS AN STEVE FABER AMAZING COLLABORATION EXECUTIVE DIRECTOR THAT HELPS ACTIVATE AH- NAB-AWEN PARK IN A NEW Friends of Grand WAY. WE LOVE TO SEE Rapids Parks PEOPLE ENJOYING A SUMMER EVENING UNDER THE STARS WITH THEIR FAMILY BY CREATING A SHARED EXPERIENCE WITH THEIR COMMUNITY.”1 MOVIES IN THE PARK

MOVIES IN THE PARKWhile the Movies in the Park events are ”self-explanatory by the name, Movies in MOREthe Park is more than just a movie. More THANthan an event. It is an experience for allthose who love movies to gather together JUST Aas a community to eat, drink, meet MOVIEsomeone new sitting on the blanket “beside them, engage in pre-movieentertainment, and watch a belovedflick on a 50 foot big screen.We strive to select a balanced movielineup that includes films that appealto the masses as well as films that willhelp the series build momentum acrossmultiple audiences. Each year we involvethe general public in a voting process formovie ideas where the public voices whatthey would like to see up on the big screenthrough a “voter’s choice”.Before each movie begins, we haveinteractive entertainment that is themedalong the particular movie being play thatevening. Every Movie in the Park eventhas separate Community Partnerships,each creating a unique theme withdifferent activities, local food vendors,and pre-movie entertainment.IM PACT R EPOR T 2

4500 1000 1200 RAIDERS OF GREASE DREAMGIRLSTHE LOST ARKATTENDANCE BY MOVIE We did not have to cancel any movie in 2014 due to weather but it almost did rainAlthough playing a popular movie is out our showing of Grease, which left usimportant to having a large audience, with the lowest attendance out of all thegood weather is the ultimate key to movies shown.having a great attendance for Moviesin the Park.3 MOVIES IN THE PARK

3000 4000 5300ROCKY HORROR TOP GUN JURASSIC PARK /PICTURE SHOW THE SANDLOTAttendance was measured through = 100 ATTENDEESthe Office of Special Events ArcViewGIS program.IM PACT R EPOR T 4

49303 49343 49319 49318 49330 49341 49326 48838 49451 49345 4940349448 49321 49306 49404 49544 49525 48809 49401 49464 49435 49504 49505 48881 49534 49503 48815 49301 49506 49546 49331 49507 49302 49428 49418 49509 49512 49508 49426 49548 49315 49316 49325 49335 49323 49333 493485 MOVIES IN THE PARK

50% 26% 1% 1% 22%DOWNTOWN NEARBY 10 - 20 MILES 21 - 30 MILES 30+ MILES& CLOSE-IN SUBURBSNEIGHBOR- WITHIN HOODS 10 MILESOVERALL REACH that Movies in the Park has a broad reach to other areas, and movie goers are willing toWith 50% of Movie in the Park attendees drive a distance to be able to attend our events.coming from area neighborhoods close toDowntown. 22% came from 30 miles awayfrom Downtown Grand Rapids which showsIM PACT R EPOR T 6

21%76% 3%MODAL SPLITDowntown Grand Rapids Inc. knows the drove, they still car pooled with someone to getimportance of giving the public options when to the park. Biking down to the park has grownit comes to mobility. Through our intercept drastically from the previous years as well.surveys, we found out that while most people7 MOVIES IN THE PARK

WHITE NON-WHITE91.7% 87.7% 89.25% 85.78% 83.11% 77.32% 22.68% 12.3% 14.22% 16.89%8.3% 10.75%RAIDERS GREASE DREAMGIRLS ROCKY TOP GUN JURASSIC / HORROR SANDLOTDEMOGRAPHICSMovies in the Park has grown in the past Since the showing of Dreamgirls, which hadtwo years to reach new audiences. By teaming the highest percentage in non-white attendees,up with other organizations and partners to Movies in the Park had a growth of 104% inhelp promote the event to reach a wider non-white attendees over the past years series.demographic, this has led an overall studyincline for non-white attendees at eachMovie in the Park event.IM PACT R EPOR T 8

67% of respondentswere aged between18-34 years old.32% of respondentswere 35 or older. AGE Which of the following age ranges best describes you? This question under-represents people under the age of 18 years old, as attendees younger than that are not asked to fill out the intercept survey.9 MOVIES IN THE PARK

GENDERFemale respondents outnumbered male Female attendance drastically rankedrespondents at each movie, not necessarily in higher during each of our three musicalattendance, but through the willingness to fill film showings.out the intercept survey.RAIDERS OF THE GREASE DREAMGIRLS LOST ARK52.9% 47.1% 54.47% 45.53% 69.9% 30.1% ROCKY HORROR TOP GUN JURASSIC PARK / PICTURE SHOW THE SANDLOT60.47% 39.53% 57.28% 42.72% 53.75% 46.25%IM PACT R EPOR T 10

TOTAL CONSUMER INDUCED CONSUMERSPENDING: SPENDING$103,077 Attendees were asked through the intercept surveys “How much do youAT RAIDERS anticipate personally spending on shopping, restaurants, entertainment,$28,112 and transportation in Downtown Grand Rapids as a result of your attendanceAT GREASE at Movies in the Park. While the showing of Sandlot and Jurassic Park had the$20,877 most in economic return, Grease had the highest percentage of spendingAT DREAMGIRLS per attendee.$63,840 Dorothy and Tony’s Gourmet PopcornAT ROCKY HORROR$76,101AT TOP GUN$147,165AT SANDLOT /JURASSIC PARK11 MOVIES IN THE PARK

AVERAGE SPENDING $$$$$$$$$$PER ATTENDEE: $$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $21.28$$$$$$$$$$ ROCKY HORROR $22.91 $$$$$$$$$$ RAIDERS $$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $19.03$$$$$$$$$$ TOP GUN $28.11 $$$$$$$$$$ GREASE $$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $27.77$$$$$$$$$$ SANDLOT/JURASSIC PARK $17.40 DREAMGIRLSIM PACT R EPOR T 12

In total, $12.87 wasreturned for every$1.00 DowntownGrand Rapids Inc.put into Movies inthe Park.R.O.I. MOVIES IN THE PARKDowntown Grand Rapids Inc. made an overallinvestment of $34,122.25 for the entire seriesof Movies in the Park 2014 with an inducedeconomic return of $439,172.00.13

QUALITATIVE We recieved straight A’s for the 2014 season.FEEDBACK Here are some things people had to say:A “We just wanted to send a note of thanks for including us in this years’ Movies in the Park. It9.21/10 9.02/10 was a blast for us-we learned ALOT in our first year being mobile, we met some great custom- GREASE ers and were connected with a number of other organizations/events as a result of being a par- RAIDERS ticipant. Anyhow, thanks so much for choosing us, and we hope you continue to consider us for9.11/10 9/10 future events!” ROCKY Cory and Tarra Davis HORROR Daddy Pete’s BBQDREAMGIRLS “We had a great time at Movies in the Park on9.12/10 9.08/10 Friday. Thank you for letting us be part of this awesome community event. Take care!” JURASSIC / SANDLOT Laura Melendez TOP GUN Gilda’s LaughFest “We had a great time and the kids who did the scavenger/treasure hunt and who made mad scientist masks seemed to have had a blast. Thanks for inviting the Library to be a commu- nity partner!” Melissa Fox Grand Rapids Public Library “Movies in the Park has been an awesome community event. I love the experience. Thank you!” Jill May, Downtown WorkerIM PACT R EPOR T 14

“GREATPARTNERSHIPSMAKE THEWORLDGO ROUND ”15 MOVIES IN THE PARK

2014 FINANCIAL SPONSORS 2014 IN-KIND SPONSORS2014 COMMUNITY PARTNERS 2014 ADDITIONAL PARTNERSSPONSORS &COMMUNITY PARTNERSAlthough Movies in the Park events are free for Without community partners and sponsors,the public to attend, it still “takes a village to we would not be able to hold these communityraise a child”. loved events.IM PACT R EPOR T 16

GETTING INVOLVED For information on how to get involved inWITH MOVIES IN becoming Sponsor, Community Partner orTHE PARK to volunteer for Movies in the Park, please contact Kimberly Vandriel: [email protected] 616.719.4610downtowngr.org