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WOODSTOCK PROMOTION

2006 Tentative plan by Fern Edison

Woodstock, NY is a special place, and is perceived as such by much of the media. If they (the media) are kept consistently informed about Woodstock events, media coverage will result, and numbers of visitors to the area can increase dramatically.

--Regarding special events - Start with what you have on the Calendar already: there are many stellar, outstanding events already listed; they just need to be honed and publicized in a cohesive, professional manner, with media outreach that extends well beyond Woodstock itself (“Think Outside The Green”). This involves regularly- issued press releases to a well targeted, comprehensive media list.

--A press release can be written and disseminated to media for all key events.

--Guarantee to all WCOCA members that they will be included in at least one press release each year that is written and distributed to appropriate and well-targeted media both locally and regionally.

--Broaden the base of publicity for Woodstock events by keeping the following media and more (in addition to all local media) well-informed of all goings-on in the community: New York Magazine, Time Out NY, New York Times, New York Daily News, New York Post, Newsday, Albany Times Union, Taconic Press, Times Herald Record, WAMC/NPR Radio, etc..
Also, to reach a more affluent demographic, publications like Town & Country, Robb Report and the regional Country & Abroad could be targeted for specifically designed publicity material.

Just a few examples of very ‘publicize-able’ events that are on the Calendar already are:
--The Halloween Parade; start positioning this as they do the West Village parade in NYC (albeit more family oriented and not X-rated, of course) – as a wildly fun and entertaining event that’s worth traveling to! Couple this event, however, with a paid event that will take place immediately after (maybe special prix-fixed restaurant offerings throughout the community (see Albany BID idea below) or a special event in a perimeter area. These 2 events would be publicized together.
--The Pet Parade. I believe that this could be publicized effectively to bring in a large contingent from neighboring towns and counties. Consider moving it to a larger venue.
--Drum Circle; consider having a major Sunday drum circle event (perhaps at Andy Lee Field; perhaps in a perimeter location) that has a prominent drummer/s at the helm (ie – Levon Helm, Jerry Marotta). Couple this with a paid event to take place after the event (Maybe “Best Hamburger Contest” involving a group of restaurants--only in perimeter?—or, restaurants offering “Sunday nite dinner specials.”). Or, perhaps couple/triple it with all participating retail stores offering a sale rack that day for shopping before the drum circle event. Again – the key is to publicize the events widely.

--In reading through Albany’s BID materials, I came across one event they developed that I think could effectively be adapted for Woodstock:
Albany did “restaurant weeks” they called “Downtown Albany: Worth Discovering Since 1609”; this was the year Henry Hudson discovered the area. In a 2006 Albany BID press release, it was reported that in their April 2006 Restaurant Week, “more than 13,000 visitors enjoyed the city’s three course dinners” for $16.09. This generated $300,000 in gross revenues for the 21 participants.
Suggested adaptation: “A Taste of Woodstock” – 3 Course Dinner (possibly with a glass of house wine included) for the price of $19.02; the price would be commemorating the year that Byrdcliffe – the Woodstock arts colony – was founded. Restaurants throughout the community would be invited to participate. (the price of $19.69 could be assigned, as well, if people didn’t object and supported this connection to the music concert that led to Woodstock becoming “the world’s best-known small town.”) This could be done for a week at a time, or can be done in conjunction with special events in the community (ie—in conjunction with “Second Saturday’s”).

--Involve local musical ‘stars’—the area’s ‘natural treasures’-- as much as possible in events. (Some examples: Levon Helm, John Sebasitan, Happy & Artie Traum, Jules Shear, Graham Parker (Boiceville), Jerry Marota, Uncle Funk, Kate Pierson. Perhaps David Bowie would agree to participate in some way, i.e., to do a voiceover in a radio ad (he’s rented the Bearsville Theater for personal use on more than one occasion).
--Consider having a series of free concerts with above and/or other local performers. The performers could be asked to accept minimum compensation (ie—expenses reimbursed plus $100 honorarium and promotion/publicity of their latest venture.).

--Have a “Celebrate Woodstock Heritage Day” - Shopkeepers, locals and out-of-area guests are invited to dress as ‘turn-of-the-century country bohemians,’ in the style of the original Byrdcliffe residents/founders. (If there wasn’t objection to this – Woodstock Heritage Day could also encompass ‘dress as your favorite rock star that appeared at the first Woodstock music festival).

--Free outdoor movie screening event (do this in conjunction with Woodstock Film Festival)

--Build up an extensive central email list for WCOCA –perhaps by having all storekeepers have a sign up book in their shops; consider sponsoring a contest whereby contestants would become eligible by filling out a short form that includes their e-mail address. Prize could be (for example) local dinner for 2, theater tickets and gift certificate to local shop(s).

--Consider doing some well-targeted advertising: i.e,- Chronogram, WKZE Radio, Ulster Publishing’s “Almanac,” WDST Radio, Catskill Mountain Guide (budget $1500).
--Consider becoming an underwriter at WAMC/NPR Radio ($2000- I'd need to research what you’d receive for that amount of money).

-Question re the buses: If these constitute “public transportation,” wouldn’t that make Woodstock’s BID eligible for state grants/funding?
--Suggestion: Consider running the buses on bio-diesel fuel – this would make for a more newsworthy story in addition to being eco-friendly. (Buy fuel from Ulster County?)

Promotion/Publicity for WCOCA’s BID. Based on an annual budget of $18,000, this would be broken down into $14,500 for publicity/public relations and $3500 for advertising/possible WAMC-Radio underwriting.

Fern Marcya Edison
Make-A-Difference Public Relations & Publicity
845-679-6319
[email protected]

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