Welcome to the AOBA Tournament of Roses Parade Float

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Welcome to the AOBA Tournament of Roses Parade
Float
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A Little Background Info.

• First we (the AOBA Marketing Committee) a bunch
  of years ago were brainstorming ideas for
  bringing attention to alpacas and getting more
  people not only interested in them, but aware of
  them, what they are, what they look like, what
  they produce... this was maybe 2004, and I
  mentioned a rose parade float. The committee
  thought it was a way out of the box idea, yet
  probably too expensive. It kept being a
  reoccurring thought in my brain until I watched
  the Home and Garden, "Making of the Rose Parade"
  in 2006. I finally checked into costs and found
  that while the cost is large, the features and
  benefits are huge!
• Kim DeVos AOBA Marketing Committee

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The Tremendous Coverage

• Who is the Tournament of Roses audience?
• Approximately 40 million Americans watch the Rose
  Parade on TV, as well as millions of
  international viewers in 150 countries.
• The Rose parade website http//www.tournamentofros
  es.com/index.asp

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The parade is televised on

• ABC
• as the official network of the tournament and
  the Rose Bowl game itself
• NBC
• Univision
• in Spanish
• HGTV
• The Travel Channel
• KTLA
• the latter three tout commercial-free coverage

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The Tremendous Coverage

• Until 2007, the parade was also broadcast on CBS
  and coverage on that channel may begin again in
  the future.Rose Parade coverage is done in the
  press as well with articles coming in USA Today
• and major media outlets across the country. Local
  papers will report on local stories... imagine
  "local alpaca farm has ties to float in Rose
  Parade"
• (check out local article from this year's New
  Mexico float http//www.freenewmexican.com/news/34
  951.html.
• Newspaper articles also increase the coverage
  exponentially!

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Doing the Math

• Don't you think that this would take us from
  having folks kinda knowing what alpacas are to
  having over 20 million know what they are?
• What are 20 MILLION new interests in alpacas
  worth to you? 1.00, .50?
• How about 0.10?
• (Do the math, .10 per new person 200,000
  /2,000,000 0.10)
• Ten cents!

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Doing the math

• Today, most major floats are designed and
  constructed by professional builders. Each float
  costs between 50,000 and 200,000 or more and
  takes up to a year to create. The floats are
  built in large warehouses, using a wide variety
  of materials and construction techniques. (We
  don't have a cost yet, but anticipate 200,000 so
  that we can do a great float and we hope to win a
  trophy! And if all goes well
• have seed money for another float in the
  future.)

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Why Do This

• Well there are special awards given and awards
  equal more coverage! More publicity more viewers,
  more viewers and our .10 per person goes down
  even more!
• Plus we can leverage coverage on special TV
  programs that detail the Float like Home and
  Garden TV and the Travel Channel.
• We can have our ad agency Brown and Miller do PR
  Releases and alert more folks about the event pre
  event and if we win a trophy, post event!

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Why Do This

• Typically 48 to 72 hours prior to parade day one
  can view several of the floats being decorated
  with flowery mantles, in the various 'float
  barns' that dot the Arroyo Seco / Rose Bowl area
  in West Pasadena, not far from the start of the
  parade.
• Last-minute volunteering opportunities are
  usually available If you are willing to
  volunteer, you just might find a crew willing to
  hand you a box of flowers and put you right to
  work!citation needed

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Why Do This

• More than 10,000 viewers peruse the streets prior
  to the onset of the parade, the night before. Kim
  DeVos was one this year and it was fantastic!
• You can volunteer, you can visit, but best of all
  you can participate in your float (from the
  comfort of your very own farm/ranch)! More ideas
  on this later for you!!

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Wait theres More
Ways for you to make this float part of your
farm, and you part of it!

• We will have more information coming to you all
  year long!

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More

• After the parade, all the floats are 'parked' in
  a large open area known as Victory Park, and
  are on display for at least two days after
  parade day.
• Admittance to the viewing used to be free, but a
  fee has been instituted in recent years. Still
  over 30,000 visitors go to see the floats up
  close and personal. Our .10 per person is going
  down and down more, now! New this year - folks
  can get a walking tour touting the companies that
  have included the float so our message will be
  presented to those people as well.

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And More

• The Kickoff Luncheon, presented by Trader Joes
  (a west coast grocery store), is a high-energy
  event that celebrates the exciting Rose Bowl
  Game on January 1st.
• It is a dynamic mid-day pep rally and tent lunch
  featuring celebrity sportscasters as they
  present the university coaches, athletes,
  marching bands and pep squads. The Rose Parade
  includes participation in other Rose events and
  we are discussing having alpacas at this event as
  well!

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YesAnd More

• Additionally there is aMedia day in Mid
  November that we can participate in and have a
  Party if we so choose to celebrate the event.
  We can do a pen presentation and offer those
  who come first hand meeting with alpacas and do
  a fashion show.
• Pre events are many and we would be a featured
  and valuable part of these for the promotion of
  the Rose parade too. The Rose parade is very
  interested in promoting us to their media markets
  as well as we bring to the party a national
  organization with members in each and every
  state. This gives them leverage too!

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The Float

• Here is some information on YOUR float. This will
  be the "Alpaca Owners and Breeders Association"
  float. It will tout our association and feature
  live pet quality alpacas (for safety!) we hope
  to come up with some way to offer a few breeders
  the ability to ride the float wearing alpaca
  products as AOBA representatives. How cool is
  that?

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The Float

• It will say AOBA and have our Logo.
• We can use this blurb to educate.
• We will be featured in the program and our
  marketing message will be printed in it next to
  our float.
• We can take out advertisements in it.
• We can show real alpacas in the magazine/program.
  
• We tailor the message and we don't just get what
  the announcers say, we tell them what to say.
• We may even be able to use alpaca fiber on the
  float, which will give everyone a new focus on
  natural materials!!
• This can be very important and valuable to each
  and every AOBA member! We want to make it so that
  EVERY member can participate and at an affordable
  cost.

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How You Can Join in The FUN?
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This is how You Can Join in The FUN

• This year upon membership renewalyou could just
  give apre set amount or your choice starting
  at 25 and going up. If every member farm gave
  just 25 each we would have 110,000 to start
  and be more than half way there!

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How You Can Join in The FUN

• Contact the office or any of the Rose parade
  task force members. There are items that you
  can buy, available on the website
  www.alpacaroseparade.com so that you can get
  value for your contribution. If everyone would
  donate 25 and buy two or three things from the
  web, were there!
• Or you can give MORE!
• More is always good!
• This can be fun and easy!

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How You Can Join in The FUN

• We want affiliate participation too!
• Get your area together and figure out a way to
  claim your stake in the float. We already have
  had an alpaca herd sire breeding given thanks to
  Empire Alpaca Affiliate and hope for more! We
  would love to have you put an alpaca in an
  auction to raise money for us we would love any
  idea you have to raise money for this so that
  it does happen.
• Please join us.
• Lets educate 20 Million folks, have some fun,
  get some stuff and make history Ok?

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Websites to Check Out

• Rose parade AOBA website/store http//www.alpacaro
  separade.com/
• The Rose parade website http//www.tournamentofros
  es.com/index.asp
• New Mexico float http//www.freenewmexican.com/new
  s/34951.html
• Rose Parade Task Force Members
• Diane Watson sweetheartalpaca_at_hotmail.com
• Shari Pritchard autumn_at_mtco.com
• Yvette Jacoby alpofvalhalla_at_msn.com
• Deb Reno deborahreno_at_gmail.com
• Katy Spears alpacas_at_bellsouth.net
• Jean Riley surialpaca_at_yahoo.com
• Kellie Butsack nobleglen_at_mac.com
• Becky Zierer lzbalpacas_at_aol.com
• Kim DeVos kad_at_incafashions.com
•   BOD Liaison

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Lets Do ItTogether Tournament of Roses
Parade Float