Cultural Council of Palm Beach County Seeks a PR Firm
The Cultural Council is the official support agency for arts and culture for Palm Beach County serving non-profit organizations, individual artists and arts districts. The Council promotes the county’s cultural experiences through an integrated program of advertising, public relations and marketing activities to both visitors and residents.
Each year, the Council administers more than $3.5 million in grants, supports arts and cultural education, provides capacity building training and advocates for funding and arts-friendly policies. Located in the historic Robert M. Montgomery Jr. building in downtown Lake Worth, the Council mounts a series of group and solo exhibitions featuring Palm Beach County artists and provides other programming. The Cultural Council is an agency contracted by the Tourist Development Council of Palm Beach County for the administration of grants funded by Tourist Development taxes and execution of a destination marketing plan for the cultural tourist.
The Tourism Development Council (TDC) contracts with the Cultural Council of Palm Beach County to create a viable cultural tourism program targeting affluent, well-educated travelers (baby boomers) for the Northeast, Florida drive market and beyond. This fully integrated marketing program depends on advertising, public relations, event marketing and promotion for its success. The Cultural Council’s goals are ambitious: to be one of a handful of premier U.S. tourism destinations based on the attractiveness of its arts and culture.
Cultural tourism is a niche industry that is defined as travel directed toward experiencing the traditional and contemporary culture, arts and special character of a destination. This includes the performing, visual and literary arts, museums, science/nature/history-based sites, heritage, crafts, architecture, design and film.
The effectiveness of the cultural tourism program is measured through bed nights generated and other metrics including earned media impressions, earned media value, paid advertising impressions, website visits, leads and conversions, social media engagement, visits to the Cultural Council’s Visitors Information Center, and economic factors such as increased spending and increased attendance at cultural organizations.
The success of this program depends on the awareness by cultural tourists (affluent, well-educated, luxury travelers) of the abundance, sophistication and variety of art and culture in Palm Beach County – and a willingness to act on this knowledge.
Therefore the Council is seeking a full-service public relations agency with capabilities that include strategic planning, established national press contacts in all media, proven track record of placement, story idea generation, special events production, social media campaigns, trade shows, FAM trips, press conferences, creation of media materials including video production and ability to write articles for crowd-sourcing and community journalism sites.
Year one budget is $50,000.
Direct inquiries to:
Marilyn Bauer, director of marketing and government affairs
RFP2015
Cultural Council of Palm Beach County
601 Lake Avenue
Lake Worth, FL 33460
