NEWS

Pittsburgh Roars campaign extends to '07

August 4, 2006 - The region will roar longer than anticipated.

Planners have decided to extend Pittsburgh Roars, a marketing promotion for 70 arts, civic and community organizations that originally was scheduled to conclude in October, through 2007.

"We've already seen positive economic impact, and it's to everyone's benefit to extend it," said Pittsburgh Roars director Marguerite Jarrett Marks. She said funding is not yet in place, but she is anticipating a budget similar to the current one of $2.3 million.

Expanded scope
Pittsburgh Roars has expanded light years beyond its original intent: To jointly promote animal-oriented exhibits at the Carnegie Museums of Natural History and Art. Interest by other arts groups and funding from area foundations, led by the RK Mellon Foundation, helped Pittsburgh Roars grow into a regional initiative with a full-time staff and budget. Although most of the event's partners are nonprofit arts organizations, the roster now includes several hotels, the SouthSide Works retail development and Kennywood, the West Mifflin amusement park.

The project has become so far reaching that not all of the 70 entities listed as Pittsburgh Roars partners consider themselves participants. Two arts organizations, who asked not to be identified, said their programming didn't seem to tie in and that they requested not to be listed as partners. Both eventually caved to peer pressure and their events are carried on the site. One said he didn't want to offend the RK Mellon Foundation.

Measuring Success
The promotional campaign has involved a mix of print, broadcast and online advertising, as well as the use of giant inflatable figures -- such as "The Monongahela Monster" and "Houndstoothy Squirrel" -- designed by local artists and located around town.

Targeted advertising efforts are reaching out to cities within a few hours' drive. The first was a print and radio campaign in Cleveland, capitalizing on the fact that the Cleveland Museum of Art has been closed for renovations. Patrons were offered 50 percent off the admission price at six local museums.

"During the first three-and-a-half weeks, 1,430 people from the Cleveland area came here," said Marks.

Attendance at the Carnegie Museums of Natural History and Art for the three months ended June 30 was 63,572 -- slightly lower than the same period last year, but not bad considering the famed dinosaur collection has been closed due to renovations, said director of marketing Kitty Julian.

"We really believe that it's the influence of campaigns like Pittsburgh Roars, coupled with exceptional shows, that have allowed our attendance to remain largely stable," Julian said.

Geoff Tolley, CEO of GBL Inc., Pittsburgh Roars' advertising agency, said local television spots showcasing arts organizations help small groups that cannot afford marketing initiatives. After Squonk Opera was featured in one such spot, the Lawrenceville performance group sold out four of five shows, a first for the company.

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