Coming to San Luis Obispo County

Introducing the CowParade

In 1999, CowParade debuted in Chicago, featuring 300 painted cows, putting the event on a national stage in the USA. CowParade has since been staged in over 80 cities, spanning 30 countries, and 6 continents, including Paris, Hong Kong, Athens, Moscow, Milan, London, New York, Cannes, Rio, Rome and beyond. CowParade estimates that over 250 million have seen the famous cows worldwide.  

CowParade - A Mooving Story CowParade has raised more than $30 million for charity. Over 5,000 cows have been created by artists No two cows are alike. San Luis Obispo County has been a chosen region for a 2016-2017 CowParade.

How it Works - Step 1 OPEN CALL to sponsors, artists and non-profits to: Sponsor Cows- Both large and small companies and individuals sponsor cows or herds of cows. Sponsors can elect to have their cows benefit a designated non-profit organization of there choosing, or one of the charities designated by CowParade SLO. Sponsors may also purchase their cows as a permanent installation. Local Artists - Designs are submitted from which cow sponsors select their design. Sponsors can work with a specific artist if they have one identified. Local Non-Profits – Assist CowParade in identifying and make introduction and connections to potential cow sponsors. The more sponsors, the more cows, the greater the benefit.

How it Works – Step 2 Pre-launch marketing and publicity, in and out of area

“A stampede is coming to SLO County 2016”

Sponsors and artists are paired to create their unique cow

Local artists begin their work and take this…

and turn them into this!

How it Works – Step 3 Marketing – Over 43% of the cost of each cow will be earmarked for marketing and promotions. Additional out-of-area promotional dollars will be available through title and lead sponsors. Free to Public Art Exhibit – completed cows are placed on both public and private land throughout San Luis Obispo County from September 2016 to April 2017. People Parade - CowParade SLO County brochures, website and responsive Google maps will guide visitors to the cows and provide information about the cow’s sponsor, artists and benefiting non-profit.

How it Works – Step 3

How it Works – Step 4 Gala Event & Auction– The cows are herded together in May 2017 for a Gala Event & Auction. The CowParade auction is conducted like traditional art auctions with live bidding. Net proceeds benefiting SLO County participating non-profits.

How it Works – Step 5 Communities and businesses may keep their cow or herd on permanent display.

Economic Impact Chicago – 1998 – CowParade Chicago was viewed by 10 million people – Economic impact of $200 million Wisconsin – 2006 –21 million+ total PRINT media impressions –5 million total TELEVISION media impressions –Immeasurable WEB and RADIO media impressions –Most successful event with least investment in WMMB history North Carolina – 2012 – 50,000 unique visitors per week during the run of the event – 50% of visitors were from out-of-area

Economic Impact Margaret River, Australia – 1998 –28% increase in visitors –$22,000,000 economic impact –43% visitors visit region just for CowParade –3.8 day average stay, up from 2.3 Atlanta, GA– 2002 – “It’s a real win-win all round. Chick-fil-A benefits, local charity

benefits. And, the people of Atlanta benefit. A win-win-win, in fact.” David Salyers, VP of Marketing, Chick-fil-A (Title Sponsor)

Financial Overview

Sponsorship of One Cow = $7,000 $2,000 Hard cost $3,000 Marketing and promotions $1,000 Artist fee $1,000 Transportation and logistics

CowParade Marketing & Publicity

Signage includes event posters, promotional signage, flyers, cow plaques, billboards, maps and more.

Responsive web site with interactive CowParade SLO map

Social media Media outreach

Print & digital advertising

CowParade Rewards County-wide project to involve and benefit local non-profits. Unique advertising/marketing and promotional exposure for local

businesses and non-profits. Increase notoriety for our region. Inject revenue into our communities and non-profit organizations. Showcase the County’s history with dairy and agriculture. Support of our strong arts culture. Fun!

Sponsor Benefits Increased brand awareness. Increased sales opportunity. Exposure to large international, national and domestic target markets. Exposure through an email list of over 50K international CowParade followers “Cowheads”. Extensive media promotion throughout the lead-up and the event itself. Extensive promotion via high-profile websites. An opportunity to reward staff, clients and community with involvement in key events. A positive affiliation with the Central Coast and San Luis Obispo County.    

CowParade Special Events

Public kick-off and Media Announcement - 2015 Mid-State Fair

Artist/sponsor reception

Artist’s studio opening

Mini Moo painting, kid events

Unleashing the herd county-wide

Final round-up

Gala auction

Presenting Sponsor One Sponsor Only, Naming Rights

$200,000

20 Cows

Sponsorship Tiers Supreme Champion $100,000 10 cows

Best in Class $100,000 10 cows

Grand Champion $50,000 5 cows

Reserve Champion $30,000 3 cows

Heavyweight Champion $20,000 2 cows

Middleweight Champion $15,000 1 cow

Champion $7,000 1 cow

Rising Star $3,500

CowParade Welcomes You!

We hope you join the herd and the world’s largest and

preeminent art event.

For Art, For Charity, For Fun!

www.CowParadeSLO.com

www.CowParade.com

*Subject to city or county, and/or CowParade approval.

CowParade  SLO  Timeline  

Fall 2015 Winter 2016 Summer 2016

May 2017

September 2016-April 2017

Marketing & PR Outreach

Advisory Committee

Sponsor Recruitment

Call to Artist

Community Involvement

Artist Studio

CowParade Launch

County-wide Exhibition

Cow Hospital

CowParade Merchandise

Auction & Gala

Previous CowParade Events 1999 Chicago, Il 2000 New York City, NY Stamford, CT West Orange, NJ 2001 Kansas City, MO Houston, TX Sydney, Australia 2002 London, England Ventspils, Latvia Portland, OR Las Vegas, NV 2003 Atlanta, GA San Antonio, TX West Hartford, CT

2003 Tokyo, Japan Isle of Man, UK Dublin, Ireland Brussels, Belgium Auckland, New Zealand 2004 Manchester, UK Harrisburg, PA Prague, Czech Republic Stockholm, Sweden 2005 Johannesburg, S. Africa Barcelona, Spain Monaco Bratislava, Slovakia Geneva, Switzerland Sao Paulo, Brazil Moscow, Russia Bucharest, Romania

2006 Buenos Aires, Argentina Florence, Italy Lisbon, Portugal Paris, France Edinburgh, Scotland Budapest, Hungary Athens, Greece Boston, MA Denver, CO Wisconsin, Belo Horizonte, Brazil Curitiba, Brazil Guadalajara, M éxico 2007 Milano, Italy Vigo, Spain Marseille, France Istanbul, Turkey Copenhagen, Denmark West Hartford, CT 2008 Isle of Capri, Italy San Jose, Costa Rica Tijuana, Mexico Leon, Mexico

2008 Isle of Capri, Italy San Jose, Costa Rica Tijuana, Mexico Leon, Mexico 2009 Madrid, Spain La Jolla, California Taipei, Taiwan Hong Kong Flushing, NY Lima, Peru 2010 Margaret River, Australia Bordeaux, France Xiamen, China Rome, Italy Tunis, Tunisia Sao Paulo, Brazil 2011 Santa Catarina, Brazil Austin, TX

2012 Rio de Janeiro, Brazil Goiâna, Brazil Toulouse, France North Carolina 2013 Northern Ireland Hong Kong (Lamborghini) Valenciennes, France Ventspils, Latvia 2014 Detroit, MI Shanghai, China 2015 Niseko, Japan Cartagena, Colombia Paris, France Deauville, France Cannes, France 2016 San Luis Obispo County, CA

#MOO