scsdc event plan

8/10/2019 SCSDC Event Plan

1/15

SCSFSCSFSCSFSCSFSCSFSt. Clair Superior Festiva

Prepared for:St. Clair Superior Development Corporation

Prepared by: Justin Sheil


2/15

Table of Contents

Research Activities

Situation Analysis

Problem & Solution Statements

Audiences

Objectives

Key messages

Strategies

Tactics

Workback

Budget

Evaluation

3

6

7

8

10

11

11

12

13

14

15


3/15

research Activitiesresearch conducted for this event plan mainly involves information provided on the St. Clair Superiorelopment Corporations [SCSDC] website explaining the many existing projects and initiatives in placen the St. Clair neighborhood. Many dierent sources are incorporated to demonstrate the event plans

vance to the neighborhood and the tangibility of such an event based upon the success of existingects. Additional sources outside the SCSDC website are incorporated to give perspective on the neigh-hoods population and its existing reputation among local news media.

Secondary ResearchAbout Us. St Clair Superior Development Corporation. Web. 06 May 2014. . Findings:

The organizations purpose is to function as a community organization that serves theneeds of the St. Clair Superior neighborhood and create an impact on the community

The service area extends from East 30th Street on the Western boundary to Martin LutherKing Boulevard as the Eastern boundary; South to Superior and Payne Avenues and Northto the Lake in Cleveland, Ohio

Mission and Services. St Clair Superior Development Corporation. Web. 06 May 2014. . Findings:

The SCSDCs mission is to guide neighborhood transformation for residents and businessin its community

The SCSDC has services in the following areas: community involvement, housing services,housing development, commercial services, industrial programs, arts and culture, andyouth programs

Projects & Initiatives. St Clair Superior Development Corporation. Web. 06 May 2014. . Findings:

The SCSDC has a variety of dierent ongoing projects that aim to develop a distinct cultur-al identity for the area and showcase the diversity of the neighborhoods citizens

These projects and initiatives include: Upcycle St. Clair, The Cleveland Flea, Year of the Zodiac Project, Edible History, AsiaTown

Cleveland, Night Market CLE, MyCom, The Code Enforcement Partnership, St. Clair Supe-

rior Security Program, LoftHome, Urban Grazing Program

The Cleveland Flea [http://theclevelandea.com/about/] The Cleveland Flea is a monthly urban market event at which vendors sell

handmade artisan goods, architectural salvage, vintage clothing, books,baked goods, and fantastic ea nds

The events also have workshops in which the artisans interact and teach cer-tain skills to event attendees

The Cleveland Flea is mentioned as one of the 365 things to do in Clevelandin 2014 by Cleveland.com [http://www.cleveland.com/entertainment/index.ssf/2014/01/365_things_to_do_in_cleveland_1.html#incart_river_default]
http://www.stclairsuperior.org/about-us/http://www.stclairsuperior.org/about-us/http://www.stclairsuperior.org/about-us/http://www.stclairsuperior.org/about-us/


4/15

Year of the Zodiac Project [http://www.stclairsuperior.org/year-of-the-horse-3/] A public art campaign celebrating the Lunar Chinese Year 2014 commemorates the Year of the Horse Fiberglass horse sculptures will be installed throughout the neighborhood to

reinforce city-wide cultural awareness

Edible History [https://www.crowdrise.com/ediblehistory2013/fundraiser/stclairsupe-riordevel]

A project aimed at restoring vacant historic structures and turning them intofood cooperative distribution centers

The restored home would also provide learning studios for cooking classes,health and wellness seminars, and healthy eating classes for youth

AsiaTown Cleveland [http://clevelandasianfestival.org/2014/] AsiaTown Cleveland is the campaign responsible for Cleveland Asian Festival It is the fastest growing festival in Ohio with over 38,000 attendees in 2013 The event features Asian cuisine, a world marketplace, cultural performances,

martial arts demonstrations, free health screenings, a childrens activity area,eating contests, a free tour of AsiaTown, and a Colors of Asia fashion show

Night Market CLE [http://www.stclairsuperior.org/about-us/projects-initiatives/] A campaign designed to highlight dierent sections of AsiaTown and the

Quarter Arts district Aims to provide a fusion of ethnic eats, wares, and entertainment while allow-

ing the public to explore the local art culture

MyCom [http://mycom.net/en-US/about-us.aspx] The youth development initiative prominent within the neighborhood It sponsors all annual SCSDC youth events, meetings, and activities

The Code Enforcement Partnership [http://www.stclairsuperior.org/wp-content/up-loads/2014/03/Code-Enforcement-Partnership-explanation-2014-SCSDC.pdf]

Collaborative eort between the City of Cleveland and neighborhood commu-nity development corporations to identify problem properties in the neighbor-hood

Works to avoid housing code violations and treat vacant and abandonedhousing units

St. Clair Superior Security Program [http://www.stclairsuperior.org/about-us/proj-ects-initiatives/]

Partnership between Tenable Protective Services and the SCSDC A private security option for neighborhood businesses to make the neighbor-

hood safer and uphold a higher standard of quality of life

LoftHome [http://www.cuyahogalandbank.org/pressReleases/Loft_homes_press_re-lease_4-2-13.pdf]

A home renovation model that reinvents outdated space layouts in order tomake older homes appealing and practical for modern living

Involves renovation processes that cost a little more than the amount it wouldtake to demolish a vacant property; between $10,000 and $15,000

Open oor plans are more sustainable and require less electrical, heating andduct work as well as fewer materials for ooring, walls and other interior needs


5/15

Urban Grazing Program [http://www.stclairsuperior.org/about-us/projects-initiatives/] Partnerships with Urban Shepherds which uses sheep to maintain vacant land More ecologically sound than traditional mowing and much cheaper

St Clair-Superior Neighborhood in Cleveland, Ohio (OH), 44103, 44108 Detailed Prole. St Clair-Supe -rior Neighborhood in Cleveland, Ohio (OH), 44103, 44108 Subdivision Prole. City-data.com, n.d. Web.06 May 2014. . Findings:

Provides statistical information about the neighborhoods demographics, economy andpopulation

32.6% of all households are single-mother households Crime index of 738.6 in 2010 compared to national average of 266.4 Percentage of population below the poverty level is 44.4% Median household income $20,901 compared to $43,603 for Cuyahoga County

St. Clair Superior Real Estate [http://www.zillow.com/homes/for_sale/Cuyahoga-County-OH/pmf,pf_pt/2241_rid/41.527833,-81.632227,41.518644,-81.642998_rect/15_zm/] Findings:

A Zillow search for the neighborhood shows approximately 100 foreclosed houses demon-

strating the poor housing situation in the area

Litt, Steven. St. Clair Avenue Is Poised for Revival as Clevelands next Example of creative Placemak-ing Cleveland.com. The Plain Dealer, 01 October 2013. Web. 06 May 2014. . Findings:

SCSDC wants to build on existing businesses and augment the neighborhoods identity byturning into a regional center for upcycling

St. Clairs proximity to downtown, University Circle and the East 72nd Street exists o I-90provides potential to draw customers and visitors from around the region

Police raids in the middle 2000s removed drug gangs that once infested the neighborhood Foreclosures and abandonment left scores of houses vacant during the recent recessions,

which created new settings for crime

Smith, Robert L. Clevelands Old Slovenian Neighborhood Eyes a Popup Revival. Cleveland.com.The Plain Dealer, 13 Aug. 2012. Web. 06 May 2014. . Findings:

SCSDC in partnership with the Urban League of Greater Cleveland sponsored businessincentives to welcome merchants to a two-block stretch of St. Clair

Hopes to spark interest and create foot trac that supports neighboring businesses Goal to stitch together merchant businesses and create a central business district

Sheil, Justin. Architecture Students Work toward Redeveloping Cleveland House. KentWired.com. 4Mar. 2014. Web. 06 May 2014. . Findings:

Kent State University currently has a third-year design studio course for architecturestudents that involves students designing actual renovations for a house in the St. ClairSuperior neighborhood


6/15

situation analysis

Client DescriptionThe St. Clair Superior Development Corporation [SCSDC] isa nonprot organization that works to increase economic andcultural development in the St. Clair Superior neighborhoodin Cleveland. The neighborhood area extends from East 30thStreet on the Western boundary to Martin Luther King Boule-vard as the Eastern boundary; South to Superior and Payne

Avenues and North to the Lake in Cleveland, Ohio.

SCSDCs mission is to guide neighborhood transformationfor residents and businesses in our community. The organi-

zation has a number of existing programs designed to reju-venate the neighborhood in the following areas: communityinvolvement, housing services, housing development, com-mercial services, industrial programs and arts and culture.

A sta consisting of individuals with the roles of executivedirector, assistant director, community organizer, industrial/commercial manager, project coordinator, business manager,housing manager, youth development manager and UpcycleSt. Clair project manager and coordinators serve the SCS-DCs full time needs in making the neighborhood a premier

community within the Northeast Ohio region. A board of di-rectors comprised of thirteen passionate members from avariety of dierent professions also work in leading the SCS-DCs decisions.

Upcycle St. Clair, one of the SCSDCs agship programs, isa creative-based campaign funded by ArtPlace to create avibrant culture within the St. Clair neighborhood. It is rootedin the concept of upcycling, which is the process of creatingsomething in higher quality than the original. This term canbe applied to the many creative practices employed by theneighborhoods plethora of artisan merchants, but it can also

be applied to the neighborhood as a whole. SCSDC is rootedin reclaiming the neighborhoods potential lost through yearsof declining industrialism and foreclosing homes. The SCS-DC hopes to use the neighborhoods diverse and creativecitizens to upcycle the entire neighborhood as a whole andcreatively engage its potential.

A map showing the St. Clair Superiorneighborhoods location within the city of cle

The collective upcycle pop-up shop can be fou

6202 St. Clair Ave.


7/15

Key ProblemsThe St. Clair Superior neighborhood is plagued by manyempty storefronts and vacant homes. The recent recessionhit this area particularly hard, forcing many residents to aban-don their homes. Inhabitants of the neighborhood have anaverage median income of $20,901 compared to the state

average, which is $46,093. Meanwhile, 32.6 percent of allhouseholds in the neighborhood are single-mother house-holds and 44.4 percent of the neighborhoods residents livebelow the poverty level. A crime index of 738.6 in 2010 com-pared to national average of 266.4 for that same year indi-cates there is work that needs to be done to make this a saferarea. The SCSDC already has the St. Clair Superior SecurityProgram in place to provide businesses with a private se-curity option as an initiative to enhance the neighborhoodsquality of life.

A larger problem that the statistics do not clearly indicate isthe neighborhoods underutilization of its potential. The St.Clair neighborhoods proximity to not only downtown Cleve-land, but also the University Circle district make this area a keygure in revitalizing Cleveland as a whole in a post-Industrialclimate. The neighborhood is also in a prime location near theEast 72nd Street exits o I-90, which would potentially pro-vide the potential to draw customers and visitors from aroundthe region due to the easy access from interstate travel. En-hancing the St. Clair neighborhood would greatly impact thecity of Cleveland as a whole and in turn have a major impacton the Northeast Ohio region.

Abandonded homes like the one pictured abovecommon sights throughout the neighborhood.

problem StatementThe St. Clair Superior Development Corporation seeks to increase awareness about the impor-tance of revitalizing its poverty-stricken neighborhood among residents of both Cleveland andthe Northeast Ohio region. The St. Clair neighborhood is abundant with abandoned homesand lacks a prosperous economic sector, which induces the SCSDC to also seek an increase indonations, which would allow for the organization to increase eorts that would allow the neigh-

borhood to achieve its maximum potential as an urban center connecting downtown Clevelandto University Circle.

solution StatemenHolding a street fair called St. Clair Superior Festival [SCSF], which combines many of the SCS-DCs existing programs with the neighborhoods unique characteristics, as a fundraising event forexisting residents to celebrate their identity and an opportunity for the SCSDC to showcase the

neighborhoods potential to Northeast Ohio residents


8/15

audiences

Primary AudiencesSince the event is designed to benet the St. Clair Superior neighborhood,it only makes sense that those living there now would be a priority to con-sider attending. It is important to target neighborhood residents becausethis event will help establish a sense of pride about the area and also be-cause they have the potential to act as ambassadors for the SCSDC. Un-scripted interaction with those coming from outside the neighborhood forthe event could potentially create meaningful interaction and inspire outsid-ers to consider helping.

The St. Clair community has creativity and adaptive reuse themes embed-ded into its identity due to existing SCSDC programs like Upcycle St. Clair,

The Cleveland Flea, Edible History and the Year of the Zodiac Project. Theseprograms and events already attract considerable amounts of visitors to theneighborhood on a monthly basis. It will be essential to utilize the networkestablished by the SCSDC-sponsored monthly Cleveland Flea event to cre-ate buzz among those interested in the upcycling movement to attend theSCSF event. It is essential to target both artists living inside and outsidethe neighborhood to help establish the neighborhoods unique upcycle artmovement within the greater Northeast Ohio artistic community.

Foodies are an important audience to consider because the neighborhoodis home to Clevelands AsiaTown district, which is known for its high num-ber of restaurants specializing in dierent types of Asian cuisine. Foodiesfamiliar with the Cleveland Asian Festival will be important to target as theevent is highly attended (over 38,000 attendees in 2013). The neighbor-hood is in need of establishing more restaurants outside of the those thriv-ing in AsiaTown, so the event can focus on potentially courting outsidevendors that participate in the events Taste of St. Clair Superior as candi-dates to establish permanently within the neighborhood. Outsider vendorscould also potentially bring more event attendees if they publicize they willbe in attendance to their followers.

Various creative housing rehabilitation programs are already in place withinthe neighborhood such as Charles Scaravellis LoftHome program and aKent State architecture studio courses design-build program. Represen-tatives from either of these programs could be available to discuss oppor-tunities for others in the industry to start renovating abandoned foreclosed

homes in the area at the event.

St. Clair Superior neighborhood residents

Upcyclers, artists, thrifters

Foodies

Architects & contractors


9/15

Secondary Audiences

While the existing SCSDC programs have an already established networkthat could potentially yield a high number of event attendees, it will be im-portant to consider traditional media as a way to promote the event to thepublic. The event at its core is a fundraiser with hopes that rebuilding a

neighborhood will help rebuild Cleveland as a whole. This message is onethat local media should be excited to discuss, so it will be important to writeand disperse appropriate press releases to maximize coverage.

Local government regulations could have a major impact on the neighbor-hood. There are existing concerns about safety in the area, so the event willhope to draw considerable attention from government ocials to increasethe resources allocated for enhancing the neighborhoods quality of life. Ad-ditional exposure could also allow for local governing bodies to pass legis-lation that could aid the SCSDCs existing programs and initiatives or even

provide funding for new ones.

While the intent is to target particular individuals based upon a pre-existinginterest that is represented in event activities, the event welcomes any mem-ber of the public that wants to attend and contribute to the SCSDC.

News Media

Local Government

Anyone Else


10/15

Objectives

Raise

$100,000for the St. Clair Superior Develop-ment Corporation by holding theSCSF event on Saturday, July 12,2014.

Increase

awarenessof the St. Clair Superior DevelopmentCorporations eorts to rehabilitate itsneighborhood by 30% among thosewho attended the SCSF event oneweek after its conclusion.

Reasoning

While $100,000 may seem like a great deal of money, it is not a great dealwhen one considers the multitude of dierent areas in which it could make adierence within the neighborhood. For instance, $100,000 could cover thecosts of renovating ten houses and making them livable, sustainable spaces.Many of the abandonded homes are in need of work and this amount of mon-ey could rapidly transform an entire block within the neighborhood.

The 30 percent increase in awareness was chosen as a baseline measurmentupon which the SCSDC can continue to work to increase awareness of theimportance in revitalizing the neighborhood. Contingent upon its sucess, theevent is intended to be an annual event at which the SCSDC can continue topromote its eorts year after year. Since it is dicult to measure awareness,

an online survey will be sent out to eventgoers a week after to survey those inattendance about their knowledge of SCSDC before and after the event. Moredetailed information about this survey can be found in the section of this eventplan pertaining to evaluation and measurement.


11/15

Key messages

This messge is designed to communicate that helping the St.Clair Su-perior neighborhood links back to an overall ongoing eort to revitalizeCleveland as a post-industrial city. This is the most important message tocommunicate as it provides the most compelling call to action for outsid-ers that still root for Clevelands success.

rebuilding st. Clair Superior is Rebuilding Cleveland

This message is intended for use on social media platforms such as Twit-ter and Instagram in which users have hashtag capabilities. #ThisIsCLE isan existing hashtag campaign that aims to restore pride among the citysinhabitants. The #ThisIsStClair hashtag is designed to be used similarlyor even in conjunction with #ThisIsCLE to reinforce a sense of pride inthe neighborhood.

#ThisisStClair / #ThisisCLE

Emerging neighborhoods are those that demonstrate potential to be-come the next thriving hotspot in an urban center. Tremont and Ohio Cityhave already demonstrated their capabilities as emerging sectors andnow its time for St. Clair Superior to showcase its potential. This eventwill help put the neighborhood on everyones radar.

help an emerging Neighborhood by attending SCSF

Strategies

Traditional Media

Social Media

Face-to-Face

Traditional media such as print and broadcast news coverage, radioPSAs, iers and posters will be used to disseminate key messages andevent information.

Social media platforms such as Facebook, Twitter and Instagram will beused to interact with participants of pre-existing SCSDC programs suchas the Cleveland Flea, Cleveland Asian Festival and Night Market CLE inan attempt to encourage them to attend SCSF.

Event hosts and MCs will further communicate key messages to the au-diences in conjunction with facilitating the event on the day of the event.


12/15

Tactics

SCSF EventThe event entitled St. Clair Superior Festival (SCSF) will be a fundraiser drawing inspiration from the areasunique diversity. The St. Clair Superior neighborhood is home to Clevelands AsiaTown and it also has a deephistory of being home to the citys Slovenian immigrant community. Furthermore, there are a number of artistsand merchants that have moved into town and are already implementing upcycling eorts to creatively en-gage the neighborhoods resources.

SCSF will be a street fair that incorporates an art auction, live entertainment, local vendors, and a food festivalto celebrate the St. Clair Superior neighborhoods unique, culturally diverse identity. It will be held on Saturday,July 12, 2014 on Bonna Avenue between E. 55th Street and Norwood Road and will run from 11 a.m. to 10p.m. The event is intentionally being held within the neighborhood so residents can celebrate their culturalidentity and outsiders are able to witness the areas incredible potential. Admission is free and the fundraising

aspect of the event will come in the form of the art auction, food festival and merchandise sales.

Many artists have moved to the neighborhood which houses a number ofart galleries and other creative spaces. Due to the high volume of artistsin the neighborhood, an art auction would not only raise money for theSCSDC, but also showcase the talent of the local artists. The art auctionis mostly aimed at the thousands of outsiders who attend the monthlyCleveland Flea events. The auction would allow for those bidding to ac-quire unique art pieces and give back to the community at the same time.

ARt Auction

This element of the event will function as a food festival at which bothvendors from inside and outside the neighborhood may come and partakein the event. Thirty percent of all food sales will go directly to the SCSDCwhile vendors will be able to keep the remaining seventy percent. Percent-of-sales methods like these are common among food events and are notlikely to discourage vendors from participating. St. Clair Superior is hometo Clevelands AsiaTown district, which has its own popular Cleveland

Asian Festival. SCSF aims to capture some of the hype around the areasAsian cuisine to attract outsiders to attend.

Taste of St. Clair Superior

SCSF Merchandise

A limited edition SCSF t-shirt featuring the event poster will be sold at at amerchandise booth found at the event. All proceeds from the sale of theshirts will go directly to the SCSDC. The sleek, modern look to the shirt isintended to create buzz among event goers in their twenties and thirties ina way that they will anticipate the sale of these limited shirts in subsequentyears.


13/15

Workback

Task Days Before/After Due DateChoose fundraising specic elementsDetermine event objectives

Logistics

Choose locationMeet with potential sponsorsLocation walk throughContact stage/tent rentalBegin to seek out food vendorsContact police for event security

Promotion

Draft promotional messagingFinalize promotional deliverablesSend out initial press release/PSAsBegin social media campaignStart email blastsSeek event volunteers/coordinators

Event Content

Find art pieces for art auction

Conrm vendor nal listOrder SCSF t-shirtsFinalize order for stage/tent rentalFinalize event details

Event Day

Post Event

Begin social media recap of eventEmail survey to those in attedanceEnd social media recap

340340

300320280280280300

25022560180180180

180

200808060

3714

8/6/138/6/13

9/15/138/26/1310/5/1310/5/1310/5/139/15/13

11/4/1311/29/135/13/141/13/141/13/141/13/14

1/13/14

12/24/1312/24/134/23/145/13/14

7/12/14

7/15/147/19/147/26/14


14/15

Budget

Sound system, microphones, music, set-up, delivery, on-site sta, projec-tion screens, projectors

Audio/Visual & Technical

Booths, tents, generators, ice, stang charges

Food Vendor accomodations

Attendants, signage, space

Parking

Posters, iers, brochures, informational pamphlets, t-shirts

Printed Materials

Promotional item design costs, advertisement fees

Publicity/Marketing

Tables, chairs, tents, stages

Rentals

$5,000

$5,000

$2,000

$2,500

$2,500

$5,000

Total = $22,000

SponsorhipsThe SCSDC currently has a wide network of sponsors for its various pro-grams and initiatives. The SCSF event intends on utilitizing these existingties to fund the event. Such sponsors include: Cleveland Clinic Dominion

VIP Building Exterior Contractors ArtSpace Cleveland Media Design Imaging Horseshoe Casino Cleveland Public Power Third Federal

Key Bank State Farm


15/15

Evaluation

Measuring the ObjectivesThe rst objective of reaching $100,000 raised from the eventalone will be measured by seeing how much money the eventactually raises once it concludes.

The second objective of achieving a thirty percent increasein awareness of the SCSDCs eorts to revitalize its neigh-borhood will be measured by a follow up survey sent out oneweek after the event concludes. Event goers will encounterindividuals at various booths taking names and email ad-dresses to join the SCSDCs mailing list. The survey will con-

tain questions that examine the event goers knowledge ofthe SCSDC before and after the event.

scsdc event plan

Documents