Overview

Fridays on the Promenade (FOTP) was started in 2006 by local philanthropist Regina Roth, the Siouxland Chamber of Commerce and Downtown Sioux City Partners as a way to bring people together right after work in the summer months to enjoy live outdoor music in the Promenade area in the Historic Fourth Street District. The music varies and has included blues, rock, bluegrass, reggae, zydeco and Celtic rock acts.  FOTP also supports charities by enlisting their help with staffing the event and donating a portion of the proceeds to the volunteer groups.

The Situation

J.D. Gordon Advertising (JDG) was asked to help launch the inaugural season by creating the promotional materials.  Since that first season in 2006, JDG has donated time and talent to continue to grow FOTP into a premiere summer concert series.  JDG staffers volunteer as committee members in addition to creating dynamic new promotional efforts each year.

JDG’s objectives for Fridays on the Promenade:

• Develop a distinctive brand for FOTP that positions the concert series as the place to be on Friday evenings for great live outdoor music.
• Create exciting marketing campaigns that raise awareness of the concert series and grow attendance.

As part of these efforts, JDG:

• Developed unique, attention-getting integrated marketing campaigns each year that build on the brand and effectively reach the target audience, with elements including posters, skywalk banners, print advertisements, emails, radio and television advertisements.
• Created a website that includes relevant date, band and sponsor information, with photos and links to music samples, band websites and YouTube.
• Developed an integrated social media campaign, which utilizes Facebook, Twitter, and YouTube to promote the bands, inclement weather venue changes and more.

Results

The first season of Fridays on the Promenade drew promising attendance numbers and sufficient interest to continue the effort.  Attendance figures have continued to climb dramatically, with 2009 averaging over 460 attendees per concert – a 72% increase from the first year.  The area around the Roth Fountain and Promenade on Historic Fourth Street designated for the concerts has been expanded to accommodate the increased crowds. Since the launch of www.fridaysonthepromenade.com during the 2008 series, over 3,600 people have visited the website.

Besides experiencing tremendous awareness and attendance growth, JDG has been honored several times for our work on FOTP, including 2007 Addys for Best of Category and Gold for the 2007 poster, and 2009 American Graphic Design Awards for the 2009 poster and website.

Fridays on the Promenade has become an integral part of Sioux City’s summer fun activities, drawing people of all ages to the Roth Fountain to enjoy outstanding live music in a beautiful outdoor setting.  It’s a great way to say goodbye to the workweek and hello to the weekend.