11.5.0058 Application
Festival of Orchestras, Inc.

Applicant Information

Item	Response
Corporate Name	Festival of Orchestras, Inc.
DBA Name	Festival of Orchestras
Federal Employer ID	59-2416916
Principal Address	1353 Palmetto Ave. Suite 120 Winter Park, FL 32789-4943
County	Orange
Applicant Email Address	susancarey@festivaloforchestras.org
Grant Contact	Susan Carey, Executive Director
Authorized Official	Susan Carey, Executive Director
Website	www.festivaloforchestras.org

Proposal Information

Item	Response
Application #	11.5.0058
Program	Specific Cultural Project
Proposal Type	Discipline-Based
Funding Category	N/A
Discipline	Music
Applicant is requesting REDI waiver	No
Residency Contact Hours	N/A
Proposal Period	7/1/2010 - 6/30/2011
Proposal Title	Boston Pops Performance at Northland Church
Proposal Synopsis	The Orlando based non-profit symphony presenting organization Festival of Orchestras will be presenting the Boston Pops on Friday, March 18, 2011. The performance will take place at the 3100 seat, state-of-the-art performance hall located at the Northand Church in Longwood, Florida, just a few miles north of Orlando, in Seminole County. In addition to patrons who purchase tickets, we look forward to being able to invite several groups to see the Boston Pops at no charge.

Mission Statement

The Festival of Orchestras is a not-for-profit, community supported organization whose mission is to present live performances of great symphonic music thereby enriching the cultural reputation of Orlando in the national and international arts community.

An important subset of our mission includes introducing children and young adults from local schools to world-class orchestral concerts.

Proposal Summary: Goals

We have three goals for this event:
Introduce Live Symphony Music to More People
Our first goal in hosting the Boston Pops in Central Florida is to introduce live symphony orchestra presentations to a greater number of people in the general population who may not otherwise choose to attend one of our more traditional classical symphony orchestra performances. Because of the wide-spread notoriety of the Boston Pops, this performance will bring in a more diverse audience. We learned from our advertising last year that we could place an ad for one of the finest symphony orchestras in the world with very little response. When we placed an ad for the Boston Pops, the phones rang immediately and most of the people said that they didn't know about these touring orchestras coming from all over the world to Orlando. The idea is to attract them with the Boston Pops, then educate them about the other symphony performances we bring, as well as other symphony performances in Central Florida.
Reach New Populations in Central Florida
Our second goal in hosting this orchestra in Seminole County is to be able to reach further north of Orlando to introduce populations living there to attend symphony orchestra performances.
Introduce Young Adults and Children to Live Symphony Performances
Our third goal is to share the joy and exhiliration of a live symphony concert performance that will inspire young patrons to want to experience more live symphony concerts. By introducing them to a pops concert, we hope to help them achieve an appreciation for live symphony performances much younger in life and cultivate a desire to learn more about classical music.

Proposal Summary: Objectives

Objective One
Increase the number of people from Seminole County who attend this Boston Pops performance by 25%.
Objective Two
Decrease the average age of people who attend a traditional symphony concert by 10 years.
Objective Three
Increase the number of people in Central Florida who are age 75 and under, that will attend a symphony orchestra concert in addition to this concert by 20%

Proposal Summary: Activities

Accessibility
By hosting this concert in a larger venue that is easy to access by people living in and around Seminole County, we hope to increase the numbers of people in and around Seminole County who will attend this concert and possibly others.
Cultivating New Audiences
As the traditional classical music patron ages, we must introduce and cultivate a new audience to enjoy these live symphony performances. Since the Boston Pops is so well known by people of all ages, including younger adults, we will be able to attract and introduce younger people to this symphony performance and hopefully spark and interest in seeing additional live symphony performances.
Inspire Audiences to Return for More Performances
Boston Pops is a well-known pops symphony, famous for their lively, enthusiastic performances of the finest quality. Many patrons will be inspired to experience additional symphony performances by the Festival of Orchestras and other local orchestras because of experiencing this world class symphony performance.
Inspiring and Educating Children
For this performance, and each concert we present, more than 25 elementary students are admitted free of charge to experience the performance and go back stage and meet some of the musicians. This exciting opportunity for the students often helps create a lifetime love of classical music.
Community Outreach
For this performance, we hope to invite approximately 100 Boys and Girls Club and other youth group members in Central Florida to experience the orchestra as they rehearse for the performance as well as offering complimentary tickets to 5th grade winning essay students, UCF Medical School class members and other groups.

Narrative: Proposal Description

Fulfilling the Mission
The Festival of Orchestras was created 26 years ago in order to provide unique cultural experiences to Central Florida residents through the great classical works performed live by the finest musicians from all corners of the globe. An important subset of the mission is to introduce young children and young adults to live classical music so that they can obtain an early appreciation for classical music and an understanding of how important it is to carry on the tradition of making these fine classical performances a part of their lives. Over the past 15 years we have been able to present many of the finest international symphony orchestras and although patrons may be familiar with the country of origin the orchestra hails from, they often are not familiar with the actual orchestra unless they are an aficionado of fine classical performances. By hosting a more universally known orchestra, we gain immediate recognition by our community members. When we held the first performance of the Boston Pops in season 08/09, immediately we began to see an interest from a wide variety of people who wanted to attend this concert. Afterwards, many who attended and thoroughly enjoyed this peformance became interested in attending other, lesser known orchestras that perform a traditional classical program.

Timeline

Contracts - Initial contracting of the Boston Pops took place in May 2009, final full contract will be submitted in January 2010.

Underwriting Support - Potential sponsors, foundation support and other underwriting opportunities are evaluated for 10 to 18 months prior to the concert with final support in place by August 2010. Local companies, foundations and grant opportunities are all identified for potential support.

Marketing and Ticket Sales - Marketing for this concert begins in February 2010 with the mailing of a brochure to approximately 30,000 on our mailing list. Another mailing is done in June to approximately 20,000. Radio and television runs will begin in early September and then again two weeks prior to the concert. Classical radio ads will begin in March 2011.

Orchestra Arrival - Orchestra will arrive the day of the performance and all activities will take place this day, including pre-concert lecture, free to the public, open rehearsal for students and a post concert, meet and greet with the orchestra members.

Narrative: Culture Builds Florida's Future

1. Strengthening the Economy

   Each year, Festival brings five touring symphony orchestras to Central Florida, each orchestra brings approximately 100 members who spend a night in a local hotel, eat in local restaurants and may enjoy some of the other types of entertainment this area offers while they are here. This represents around 500 visitors each concert season and at an average of $79 per hotel night, about $40,000 in hotel night stays alone.
   In addition to the orchestras, we often have subscribers and individual ticket buyers who also spend the night in a local hotel and/or enjoy a dinner prior to attending one of the concerts.
   The types of orchestras we bring to Central Florida may not travel to any other locations within an hour or two drive which brings people from areas such as The Villages, Brevard County, Gainesville area and Lakeland to Central Florida to see them.

2. Learning and Wellness

   Each year, we invite more than 250 young children to attend our symphony performances and each of them walks away with a valuable cultural experience as well as a desire to learn more about classical music, the countries the orchestras represent and the individual musicians. After each concert we receive letters from some of these students explaining how fortunate they feel to have been chosen to attend the concert and how much the music moved them. In addition, since we also invite a parent and teacher, this is a much more intimate experience for many of these students and they go on to explain how nice it was to be able to take their mom or dad to a real live symphony orchestra performance. Music inspires them to look at the world in a different light. Many of these children never get exposed to culture of this type and for some children, it opens a whole new world of excitement and opportunity for them.

3. Building Leadership

   When we host our symphony orchestras, we try to include performances by students and young adults at each event. We'll invite either a youth orchestra quartet, a college jazz band, or even the Boys and Girls Club Drum Corps to perform for our audience prior to each concert. This gives the young students a captive audience to perform in front of, teaches them the importance of being ready to perform for an audience and helps them to learn how to not only perform their music but also how they should dress and behave for the event.

4. Design and Development

   No answer provided.

Narrative: Marketing and Promotion

Over the past year we have expanded our marketing programs to include social media marketing and have made an effort to advertise and promote our programs in an expanded area around Central Florida in order to reach out to new and younger audiences. All of our marketing and outreach efforts are handled by one full-time marketing associate, with some assistance from the executive director, board members, student interns and volunteers. Our marketing plan for the Boston Pops concert consists of the following:

Mailings
We print a glossy, informative brochure which we mail to approximately 20,000 Central Florida residents who have an interest in the arts, who have attended one of our previous concerts or who have requested information. We also customarily trade mailing lists with other arts organizations including the Orlando Ballet, the Bach Festival and various other local arts groups.

We also print approximately 15,000 color postcards for each of our five concerts, which we mail out two weeks prior to each concert using some of the same mailing lists as for the brochure mailing.

Internet and Social Marketing
We have an informative website, www.festivaloforchestras.org that we can update daily as information changes such as program changes or special events come up. Tickets can also be purchased directly from our website.

We create and send out email blasts to approximately 2000 emails in our database anywhere from once a week to several times per week, depending on how close to the concert date we are. We will start sending out emails for the Boston Pops concert on a regular basis beginning in February 2010, a full year prior to the concert. In addition, occasionally we will trade email lists with other arts organizations to reach their customers as well as our own.

Festival of Orchestras has had a presence on MySpace, Facebook and Twitter since 2009 and we update and send messages to our "fans" on a regular basis. We will use this tool to reach some of our younger community members to alert them to the upcoming performance.

We have been working on an online contest using You Tube as a way to reach out to a younger audience in our 09/10 concert season and may do this if it is successful again for Boston Pops in 2011.

Radio and Television
We will continue to utilize paid ads on the local classical radio station and have recently started using cable tv advertising because of its low pricing structure and an ability for us to pick and choose which programs and channels we would like to have a presence on. This allows us to reach those younger audiences that we wish to cultivate.

Print Advertising
We will continue to use limited amounts of traditional print advertising such as local newspapers and magazines, much of which will be paid on either full or partial trade. In addition, we will purchase paid ads in print media of local college campuses and high schools to reach a younger audience. We also print fliers, posters and other materials which we hang in local businesses in various communities in and around Central Florida.

Outreach
The marketing associate as well as the executive director will also make visits to community groups to talk about the performance including schools, churches, social groups and adult retirement communities.

Trade Advertising

We seek trade advertising agreements with all forms of media including cable tv, newspapers and magazines, printing companies and radio. Although many of these organizations are also suffering through poor economic times, we are still able to receive a few hundred to a few thousand dollars in trade or free advertising from them each year.

Narrative: Personnel and Partners

Staff
Susan Carey, M.B.A., the executive director, comes to the Orlando area with a wealth of knowledge and experience in for-profit business management, education, non-profit management and fundraising. Ms. Carey has more than 10 years experience in business management both as a successful owner operator of radio stations and self-storage properties in Upstate New York, as well as serving as a certified business consultant with the New York State Small Business Development Center. For the past 9 years, Ms. Carey has worked in healthcare non-profit management and fund development. In her three plus years as executive director of the Festival of Orchestras, she has improved funding relationships across the board, has reorganized the staff to better utilize limited resources, and has saved more than $30,000 per year in operating costs for the organization, with a projection of saving more than $100,000 in yearly operating costs in fiscal year 2010/2011. She has successfully created relationships with other arts organizations to share the costs of necessary staff tasks, successfully combining the Festival's box office with the Orlando Ballet's box office, a savings for both organizations.
Ms. Carey handles all orchestra management and venue relations. She will oversee all aspects of this concert as well as the entire season, including all marketing, promotion and ticket sales functions.

Janna Aboodi, marketing associate, is a recent grad of UCF with degrees in both Public Relations and Marketing. Janna is in charge of planning and implementing marketing strategies to attract new customers to the Festival's concerts and has recently assisted the organization to reach out to new markets by utilizing social media practices including creating a presence for the Festival on Facebook, MySpace, Twitter and created a new, interactive internet website, complete with updated blogs.

Janna will implement all marketing strategies for the Boston Pops concert. She is also responsible for the coordination of the children's programs and works directly with school teachers from Orange and Seminole Counties as well as with the Boys and Girls Club and other children's groups.

Outsourced
Karen McKenzie - Karen is an employee of the Orlando Ballet but since we created a collaboration in 2008 with the Ballet to share box office services, Karen has been working directly with our patrons both over the phone and in person.

We have had a long time partnership with Orange and Seminole County Public Schools and the Parochial Schools in Orange County. We work directly with the school music teachers to organize an essay program for 5th grade students with the winners each attending one of our five yearly concerts.

We also work with the Northland Church management to ensure that concert goes off smoothly and that all patrons are happy with the total experience.

As mentioned earlier, all of our ticket sales are done through a partnership with the Orlando Ballet, helping both organizations to minize overhead costs. The box office is located in the Orlando Ballet's office in downtown Orlando. Patrons call our phone number, we answer and talk with the patron and answer any questions they may have, then transfer them to the office at the Ballet to finalize the sale. The box office staff also attends all of our concerts to sell tickets.

Artist
The Boston Pops, under the direction of Conductor Keith Lockhart is one of the premier and most well known pops orchestras in all of the world. In 1885 the Boston Symphony presented the first pops concert of light music in the best class, starting the tradition that gave the orchestra the title "America's Favorite Orchestra." Keith Lockhart has been with the Boston Pops since 1995 and has lead the Pops on 28 national tours and has broken a world record for largest orchestra performance on two occasions.

Proposal Estimates

Estimated Number of	Response	Instructions to the Applicant
school based youth benefiting	0	Enter the number of individuals under the age of 18 that are expected to be participating in organized school based cultural events. This figure should reflect a portion of the total individuals benefiting.
non-school based youth benefiting	200	Enter the number of individuals under the age of 18 that are expected to be participating in non-school based cultural events. This figure should reflect a portion of the total individuals benefiting.
elders benefiting	1,500	Enter the number of individuals over the age of 65 that are expected to benefit from the proposal activities. This figure should reflect a portion of the total individuals benefiting.
artists participating	100	Enter the estimated number of professional artists that will be directly involved in providing artistic services specifically identified with the proposal. Include living artists whose work is represented in an exhibition regardless of whether the work was provided by the artist or by an institution. This figure should reflect a portion of the total individuals benefiting.
individuals benefiting	3,200	Give the total number of individuals that are expected to be involved in proposal activities as artists, non-artists, participants, or audience members. This number should include the values listed for youth, elders and artists.
proposal events	3	How many different events will be produced or presented within the grant period as a part of this proposal? Be sure to list different events, not performances. For example, a musical performed 10 times is only one event, but a musical performed 10 times and workshop done once are two events.
opportunities for public participation	3	Each event will have one or more opportunities for public participation. For example a musical performed 10 times is one event with 10 opportunities for public participation.

Estimated Counties served

• Brevard
• Lake
• Marion
• Orange
• Osceola
• Seminole
• Volusia

Narrative: Assessment and Planning

Although there are local orchestras in our Central Florida community, the orchestras we bring could only be seen by the wealthiest people in our community as they would be the only ones with the financial resources to travel to the various countries represented by our symphony orchestras. We make experiencing the finest musicians in all of the world and the diverse cultures represented by the musicians accessible to thousands of community members with our relatively low concert tickets and opportunties for discounted or complimentary tickets. Our organization is the only one in Central Florida that offers an international culture component through the finest in symphony orchestra performances for community members. In addition, providing this world-class culture is an integral piece of the economic development plan for any community that wants to attract well educated workers and international employers.

We assess the community need by reaching out to community based organizations to get an understanding of the need for this type of cultural program in Central Florida. Groups of business people, retirees, school teachers, university departments all agree that having these fine touring orchestras in our community is a necessary piece of the cultural community.

Narrative: Proposal Impact

The main geographic area we serve includes Orange County, Seminole County, Lake County, Osceola County and Brevard County. We also have attendees from the counties surrouding these for some performances. Many of the orchestras we bring can not be seen unless you travel south to Tampa, West Palm Beach and Naples. On occasion one of our orchestras may be presented in Gainesville or Daytona Beach as well, but we do have several subscribers who live in the Daytona Beach area and the Villages who travel for our concerts. Many of our patrons are elderly and either travel by bus from their retirement communities or use the bus service that we offer for a nominal fee. In some cases, we have even offered an additional free season ticket to patrons who had no transportation but could ask a friend or relative to drive them. This free ticket could be given to a friend or relative so they could drive the patron and then stay and see the performance.

Many of the 125 plus fifth grade students we invite to the concerts with their families receive the free or reduced lunch program and otherwise would never have an opportunity to see such a world class form of entertainment. We can see how valuable this experience is to them when we receive their thank you letters after the concert. This is clearly an event that makes them feel like real winners. It allows them to dress up and behave like the other grown ups in the theater and gives them an opportunity to share a cultural experience with one or both parents, sometimes siblings also, as we offer $10 tickets to any winner's family members. This is a great learning experience for them and so different than the types of activities they are accustomed to. In one thank you letter a young boy went on and on about how phenomenal the musicians were and how exciting the performance was and how he really felt like he was being treated like royalty, but the most important thing to him was that he got to bring him mom with him to enjoy it. Their letters are truly precious and really help us understand how much the experience means to them.

Central Florida Demographic Area
Information provided by Metro Orlando Economic Development Commission Website, 2009 Estimate

Orange County
Population - 1,089,120
Median Household Income - $52,130
Population Profile:
Asian 51,072 4.69%
Black 230,405 21.16%
Other 26,297 2.41%
White 781,346 71.74%

Hispanic 279,069 25.62%
Non-Hispanic 810,051 74.38%

Seminole County
Population - 416,482
Median Household Income - $61,374
Population Profile:
Asian 15,516 3.73%
Black 47,801 11.48%
Other 8,463 2.03%
White 344,702 82.77%

Hispanic 64,769 15.55%
Non-Hispanic 351,713 84.45%

Osceola County
Population - 265,603
Median Household Income - $47,244
Population Profile:
Asian 8,196 3.09%
Black 28,678 10.80%
Other 6,444 2.43%
White 222,285 83.69%

Hispanic 108,095 40.70%
Non-Hispanic 157,508 59.30%

Lake County
Population - 306,764
Median Household Income - $47,755
Population Profile:
Asian 5,498 1.79%
Black 27,630 9.01%
Other 4,377 1.43%
White 269,259 87.77%

Hispanic 32,881 10.72%
Non-Hispanic 273,883 89.28%

Narrative: Education and Outreach

Festival of Orchestras has been making opportunities for young children to attend live symphony concerts for free for many years. We have also offered pre-concert educational programs as well but have recently made the lectures free and open to the public. Following are some of our outreach and education program summaries:

Free Tickets
At the beginning of each school year, fifth grade students in Orange and Seminole County schools are offered an opportunity to earn three free tickets to one of our concerts by writing an essay about why they would like to attend a live performance of a world-class symphony orchestra. The music teachers choose the winning essays and each winning child receives a free concert ticket for themselves, one for their parent and another for their music teacher. These students then arrive the day of the concert with their parent and teacher to a pre-concert cookie and punch reception where they are given "winner" ribbons to wear, have a group and individual photo taken and are given a bag which includes the concert program, a concert poster and pen, and a specially designed education and coloring book with information about the specific orchestra and program, as well as a descriiption of the types of instruments they will be hearing. They then take their seats in the auditorium with the other patrons and enjoy the first half of the performance. During intermission, they are lead backstage where they meet the orchestra musicians and have their posters autographed, all while more photos are taken of the students with the musicians. They then go back to their seats to enjoy the rest of the performance. Several weeks later, we begin receiving thank you notes from these children explaining how wonderful the concert was and how much it meant to them that they won and got to see the live performance.

We also offer free tickets to other groups in the community for many performances, including the local Boys and Girls Club, Big Brothers, Big Sisters, area adult living facilities and many other groups throughout the community.

We gave a complimentary season subscription to each of the new medical students at the University of Central Florida's brand new School of Medicine in 09/10. Each of the 24 students was offered two complimentary season passes to the five concert series and we were thrilled when almost all of them took advantage of our offer. We know that they will spend the next several years in Central Florida studying diligently and want them to be able to relax and enjoy our cultural events.

We also offer free tickets to many of our performances to the music department and the students in the music programs at University of Central Florida as well as at many other local universities and colleges. We feel the value of experiencing one of the world's finest symphony orchestras is of extreme valuable to music students of all ages.

Education
We offer a free, in-school program for elementary students to offer them a glimpse of the lives of some of our most famous classical music composers. The Great Composer's Series is a half hour presentation taught by a classical music professor and childcare music educator that combines instruction about the life and times of a great classical composer, while performing excerpts of the music on the piano or through recordings to demonstrate some of the composer's greatest works. We reach more than 1000 young students in Orange, Seminole and surrounding counties with this program yearly.

Our hope for the future is to work with local universities and our touring orchestra's musicians to offer Master's Classes on occasion.

Operating Budget

	Operating Expenses	Completed FY ended 6/30/09	Current FY ending 6/30/10	Next FY ending 6/30/11
1.	Personnel: Administrative	113,532	131,280	131,000
2.	Personnel: Programmatic	10,423	3,000	3,000
3.	Personnel: Technical/Production
4.	Outside Fees and Services: Programmatic	415,000	378,000	325,000
5.	Outside Fees and Services: Other	124,935	79,400	87,000
6.	Space Rental, Rent or Mortgage	17,098	22,900	22,000
7.	Travel	2,799	4,900	5,000
8.	Marketing	65,340	49,400	56,000
9.	Remaining Operating Expenses	74,822	45,980	45,000
A.	Total Cash Expenses	$823,949	$714,860	$674,000
B.	In-kind Contributions	$5,000	$6,000	$6,000
C.	Total Operating Expenses	$828,949	$720,860	$680,000
	Operating Income	Completed FY ended 6/30/09	Current FY ending 6/30/10	Next FY ending 6/30/11
10.	Revenue: Admissions	418,523	248,396	440,000
11.	Revenue: Contracted Services
12.	Revenue: Other	34,418	18,200	17,000
13.	Private Support: Corporate	13,485	12,500	10,000
14.	Private Support: Foundation	225,376	67,000	53,000
15.	Private Support: Other	183,992	297,000	154,000
16.	Government Support: Federal
17.	Government Support: State/Regional
18.	Government Support: Local/County	10,000	25,000
19.	Applicant Cash		46,764
D.	Total Cash Income	$885,794	$714,860	$674,000
B.	In-kind Contributions	$5,000	$6,000	$6,000
E.	Total Operating Income	$890,794	$720,860	$680,000

Proposal Budget: Summary

	Proposal Expenses	A. Request	B. Cash Expenses	C. In-kind	Total
1.	Personnel: Administrative	4,000	32,830	0	$36,830
2.	Personnel: Programmatic	100	400	0	$500
3.	Personnel: Technical/Production	0	0	0	$0
4.	Outside Fees and Services: Programmatic	13,000	127,000	0	$140,000
5.	Outside Fees and Services: Other	0	8,000	0	$8,000
6.	Space Rental, Rent	0	0	0	$0
7.	Travel	200	200	0	$400
8.	Marketing	6,750	12,350	3,650	$22,750
9.	Equipment	500	1,000	1,000	$2,500
10.	Remaining Proposal Expenses	450	10,375	0	$10,825
D.	Total Proposal Expenses	25,000	192,155	4,650	$221,805
	Proposal Income	A. Request	E. Cash Income	C. In-Kind	Total
11.	Revenue: Admissions		118,000		118,000
12.	Revenue: Contracted Services		0		$0
13.	Revenue: Other		3,500		3,500
14.	Private Support: Corporate		2,000		2,000
15.	Private Support: Foundation		10,500		10,500
16.	Private Support: Other		30,000		30,000
17.	Government Support: Federal		0		$0
18.	Government Support: State/Regional (not including state funds)		0		$0
19.	Government Support: Local/County		0		$0
20.	Applicant Cash		28,155		28,155
F.	Total Proposal Income	25,000	192,155	4,650	$221,805

Proposal Budget: Detail

	Proposal Expenses	A. Request	B. Cash Expenses	C. In-Kind	Total
1.	Personnel: Administrative	4,000	32,830	0	$36,830
1.1. Executive Director		3,000	21,580	0	24,580
1.2. Marketing		1,000	11,250	0	12,250
2.	Personnel: Programmatic	100	400	0	$500
2.1. Local Artist Fees		100	400	0	500
3.	Personnel: Technical/Production	0	0	0	$0
4.	Outside Fees and Services: Programmatic	13,000	127,000	0	$140,000
4.1. Boston Pops		13,000	127,000	0	140,000
5.	Outside Fees and Services: Other	0	8,000	0	$8,000
5.1. Hall, stage hands, ushers, security (all inclusive)		0	8,000	0	8,000
6.	Space Rental, Rent	0	0	0	$0
7.	Travel	200	200	0	$400
7.1. Conductor and Soloist Travel Expense		200	200	0	400
8.	Marketing	6,750	12,350	3,650	$22,750
8.1. Brochures		500	1,500	500	2,500
8.2. Radio Advertising		1,000	2,000	0	3,000
8.3. Print Media		2,000	2,500	1,000	5,500
8.4. Cable Advertising		2,000	2,000	2,000	6,000
8.5. Concert Programs		600	2,400	0	3,000
8.6. Posters and Fliers		200	400	0	600
8.7. Graphic Artist		200	800	0	1,000
8.8. Website		0	500	0	500
8.9. Internet/Email Advertising		250	250	150	650
9.	Equipment	500	1,000	1,000	$2,500
9.1. Piano Rental and other rentals		500	1,000	1,000	2,500
10.	Remaining Proposal Expenses	450	10,375	0	$10,825
10.1. Postage		0	1,500	0	1,500
10.2. Piano Tuning		0	175	0	175
10.3. Piano Moving		0	1,000	0	1,000
10.4. Credit Card Processing		0	1,800	0	1,800
10.5. Box Office Fees		0	3,600	0	3,600
10.6. Kids program expenses		450	550	0	1,000
10.7. Pre concert lecture expense		0	200	0	200
10.8. Photography		0	500	0	500
10.9. Ticket Master Fees/Services		0	800	0	800
10.10. Insurance		0	250	0	250
D.	Total Proposal Expenses	25,000	192,155	4,650	$221,805

	Proposal Income	A. Request	E. Cash Income	C. In-Kind	Total
11.	Revenue: Admissions		118,000		$118,000
11-1 Ticket Sales			118,000		118,000
12.	Revenue: Contracted Services		0		$0
13.	Revenue: Other		3,500		$3,500
13-1 Program Advertising			3,500		3,500
14.	Private Support: Corporate		2,000		$2,000
14-1 Corporate Donations			2,000		2,000
15.	Private Support: Foundation		10,500		$10,500
15-1 Grants			10,500		10,500
16.	Private Support: Other		30,000		$30,000
16-1 Donations			30,000		30,000
17.	Government Support: Federal		0		$0
18.	Government Support: State/Regional (not including state funds)		0		$0
19.	Government Support: Local/County		0		$0
20.	Applicant Cash		28,155		$28,155
20-1 Applicant Cash			28,155		28,155
F.	Total Proposal Income	25,000	192,155	4,650	$221,805

Proposal Summary: Evaluation Plan

We plan to collect data to measure the outcome and see how closely we met our objectives in several ways.
Ticket Sales Data
We will analyze individual ticket sales to identify which zip codes our patrons live in. We expect to attract approximately 3000 patrons for this performance and can identify from ticket records which cities and counties they come from. From this data, we can determine how well we met our goal of attracting new audiences outside of Orange County.
Surveys
We plan to perform surveys in two forms; one, an online survey which will be emailed to each patron who purchases a ticket and gives us an email address. This survey will assist us in collecting demographic data such as age, sex, national origin, etc. Another form of survey will also be collected during the performance that will identify the same information and each patron will be asked to either answer the questions on the written survey or online so as not to have a duplication of information.
Repeat Patrons
We will use ticket information again to determine how many patrons of this concert purchased tickets to another symphony concert we offer during the next 12 month period.

Narrative: Applicant History

In 1984 a retired world-touring Opera singer returned to his hometown of Winter Park, Florida and worked with community business leaders to create the Orlando Celebrity Concert Association, which would bring world-class culture through music to the Central Florida community. This organization years later identified a need for symphonic orchestra performances and switched the format to include only symphony orchestra performances. Today, the Festival of Orchestras still presents many of the finest symphony orchestras in the entire world to Central Florida audiences but in recent years has recognized the necessity to reach younger, new audiences by bringing in more recognizable orchestras and programs. In 2008, after seeing many years of decreasing attendance for the traditional classical symphony performances, the Festival opted to bring in the Boston Pops in an effort to introduce live symphony performances to a broader audience. The March performance was a huge success selling out the concert hall while at the same time, dramatically increasing the number of new attendees, many of which have attended other classical symphony performances since. Since the Boston Pops had such a mass appeal, the Festival has decided to bring this orchestra back to Central Florida, this time in a new venue that has a 1000 seat greater capacity, allowing more than 3100 people to attend this March 2011 performance. We have partnered with the Northland Church Distributed to host this concert at their new, state-of-the-art concert hall in Longwood, Florida, just minutes north of the city of Orlando.

Narrative: Sustainability

Since a Boston Pops performance has such mass appeal to a diverse population, we will continue to include them into our concert series when they tour in the state of Florida, which is normally every two years. In addition, we anticipate broadening our mission to include other types of touring performances with greater appeal to the general population, possibly including a holiday performance, opera performance and children and family events, as long as they take on a classical component.

Narrative: Fiscal Stability

Current Debt Level and Reduction Efforts

The Festival has been operating under an aggressive debt-reduction plan which includes reducing expenses as follows:

Orchestra Price Negotiating
Most orchestras are booked through an agent and pricing would be offered based on what the Festival had paid for the same orchestra last time we booked them. However, we now argue that the price we may have paid five years ago may have been over-priced and are now requiring the management companies to offer orchestras at a greater savings to our organization. We were able to book one orchestra at $25,000 less than we booked the same orchestra over five years ago. With the current economic crisis in the United States, we are letting the management companies know that in order to keep us as a customer, they will need to lower their prices drastically over the next several seasons.

Shared Staffing
In May 2008 we eliminated one full time position and partnered with the Orlando Ballet to share a Box Office. We now pay the Ballet a monthly fee and they take care of all of our ticketing needs for our patrons. This has saved our organization approximately $22,000 this year.

Student Interns and Volunteers
In the past, staff would need to work overtime throughout the year to prepare for concerts and/or work on mailings. Since summer 2007 we have student interns who are responsible for certain tasks and projects as well as a volunteer who comes into the office once a week and assists staff. We also have committee members who volunteer to assist in organizing our events, also helping us to keep the costs of these events down.

In addition to these items, we have looked at every expense of doing business from phone service to receptions and have cut costs in all areas and continue to do so.

Special Fiscal Circumstances
Like all organizations we are having an extra difficult time selling tickets and collecting donations this year. This is one reason we are so excited about bringing the Boston Pops to Central Florida. When they last came people were so excited and bought tickets often without inquiring about the price of the tickets.

Endowment
The Festival, like all organizations, did lose money on it's endowment this year. We currently have approximately $141,000 in our endowment, down from more than $180,000 in recent years. We are actively seeking additional funds for the endowment currently.

Non-State Financial Support
We are requesting support again for this performance from Darden Restaurants Foundation as they supported us last time. They are not able to accept proposals however until spring 2010. We are also looking for sponsors for the event in addition to Darden. No support has been secured at this time.

Narrative: Collection Summary (GPS Collecting Museums only)

No answer provided.

Applicant Accessibility

Statement	Response
Applicant's facilities and programs are accessible to persons with disabilities.	True
Applicant has conducted an accessibility self-evaluation of its facilities and programs (Date of most recent evaluation).	True Date of most recent evaluation: 10/30/2009
Applicant has established policies and procedures which address nondiscrimination against persons with disabilities.	True
Applicant has a complaint process for discrimination on the basis of disability	True
Applicant has designated staff person that is responsible for Section 504, ADA and Florida Statutes 553 Compliance.	True Designated staff contact: Karen McKenzie, Box Office Manager
Other staff members are informed and trained in access issues.	True

Narrative: Accessibility

The goal of the board of directors of the Festival is to broaden the reach both geographically and demographically of the classical music presentations we offer. One way of doing this is to bring performances that are well known to a larger group of people from various locations throughout the community, social backgrounds, musical knowledge, and age.

The Orchestra
Of all of the orchestras the Festival brings to Central Florida, the Boston Pops is the most universally known and appreciated. Because the orchestra and the music they perform is better known to a larger group of people, coming to this type of concert allows a new patron to be less intimated than they would be in a more traditional classical music performance.

The Venue
The venue we have chosen to host this orchestra in, Northland Church, is much easier to locate not being in a downtown location where traffic and one directional street layouts can often confuse someone not accustomed to attending performances. The venue also offers free parking for all patrons, as well special handicap parking with golf cart shuttle to the front door for patrons with limited mobility. The venue is easy to navigate in that there are no stairs to climb all the way from the parking lot to the seats and an elevator is available for those who choose to sit in the balcony. Each seat is wide and comfortable, lighting is very good and the facilities are nicely equipped with restaurant, restrooms and ample lobby seating. Trained church volunteers make all patrons comfortable by guiding them to their seats and answering questions they may have.

Youth Groups
Since part of our mission includes introducing young people to the world of symphony music and live symphony performances, we will make the performance affordable and available to young students. We will invite approximately 25 fifth grade students to attend the concert at no charge, go backstage to greet the orchestra members and enjoy a reception prior to the concert in the lobby. These students are each allowed to bring one teacher and one parent as well at no charge. We also invited the Boys and Girls Club members to sit in on the rehearsal, as well as perform with their Drum Corps for our patrons as they are entering the building just prior to the performance.

SUPPORT MATERIALS

1. Cover Letter
2. IRS Designation Letter
3. Non-profit Annual State Report
4. Board of Directors List
5. Organizational Chart
6. In-kind Detail
7. Long Range Plan
8. Letters of Support
9. Orchestra Publicity
a) Orlando Sentinel
b) Orlandosentinel.com
c) Winter Park Observer
10. Venue Articles
a) Orlandosentinel.com
b) Seminole Magazine
11. Boston Pops 2009 Concert Program
12. 2008-2009 Season Brochure
13. Student Essay Winner Thank You Letters (4 total)