The document describes plans for a 10th anniversary celebration event for Millennium Park in Chicago. It will be held on June 14, 2014 and include musical performances, food vendors, activities for children, and opportunities to meet renowned architects involved in the park's design. The event aims to raise additional funds for expanding the park and honor its impact on the city over the past decade. A detailed budget and marketing strategy are provided to ensure the success of the all-day celebration.

1. CELEBRATEN’
Chicago’s Millennium Park
Tenth Anniversary Celebration
Ryan Dickey
HSP 350

2. Event Description
Millennium Park’s Tenth anniversary celebration: CELEBRATEN’
The purpose of having an event in honor of the tenth anniversary of Millennium
Park is to celebrate what the creation of this park has done for the city of Chicago. The
park has brought together both the residents of the Chicagoland area and tourists from
across the world through its architecture, art, design, and musical festivities. Since it has
become one of the country’s most popular and enjoyed destinations, it deserves a
celebratory festival in honor of the city and those who contributed to the funding,
creation, and involvement of Millennium Park.
Through this event, more funding will be gained to add additional aspects to the
park. The park has grown greatly throughout the past ten years and it only deserves to
keep creating art and activities for the community to observe and enjoy. In addition to
funding, I will raise awareness of how significant this destination has become for the city
of Chicago. While there are multiple parks throughout the Chicagoland area, Millennium
Park has become the strongest of them all as a place for residents to relax, visitors to tour,
and for events to take place. This anniversary event serves as a celebration for everything
this park has become to Chicago and the surrounding communities.
This celebratory event will take place on Saturday, June 14, 2014. While the
opening ceremony of the park was not until July of 2004, June serves as a strong month
to attract more visitors. In order to attract as many guests as possible, the date needs to be
available for many, during a time of permitting weather. June is when most high schools
and colleges end their year, which means students will more likely be around and able to
attend. Saturday is an off day for most working adults, which is a reason for choosing this

3. day of the week. On June 14, this event will run all day in order to incorporate as much
into the celebration as possible. It will begin at noon and go until around 11 o’clock at
night. By making this event an all day affair, we can have multiple bands/singers, a time
for a honoring speech ceremony, meet and greet with the artists, and day long activities.
There will be approximately 10 musical entertainment guests, each performing for about
an hour. At 3 o’clock, there will be a speech in honor of this anniversary, as well as the
people and history that went into the creation of the park. Following the speech, the
remaining entertainers will perform, concluding the night around 11 pm.
In addition to musical entertainment, the event will hold an area for food vendors
that will be located in the McCormick Tribune Plaza and Ice Rink area and outside of the
Park Grill restaurant. This area will include food vendors from around the city of
Chicago. Some of these vendors will include, Lou Malnati’s, Billy Goat Tavern and Grill,
Eli’s Cheesecake, and Vienna Beef. While there will be other activities that cost money,
this is where most of the event’s revenue will come from. The food and beverage area
will run all day long, allowing guests to sit and enjoy their meal, or walk around and
observe the activities around the park.
Since the architecture throughout the park is such a significant aspect, we will
have some of the artists of these sculptures come help to celebrate the anniversary.
Because these artists had such a strong role in the creation of this park, their attendance
would not only be greatly respected, each of them would enjoy observing what they
helped create. Artists such as, Anish Kapoor, Jaume Plensa, and Frank Gehry, will be
available for meet and greets to up to 200 guests at a specific cost. This will not only help
to generate additional income, but for residents and tourists to learn the background of

4. the people who assisted in creating such a magical area of Chicago.

5. Event Management and Approvals
This event requires an area for musical entertainment, food and beverages, meet
and greet, historical information, and additional activities. For the musical entertainment,
we have the Pritzker pavilion. The stage will be used for the musical guests, as well as for
the celebratory speech. The grass area of the pavilion will be used for guests to attend the
musical performances and speech. The food and beverages will be located in the
McCormick Tribune Plaza and Park Grill area. This is a large enough space for vendors
to have their own booths set up and for the guests to enjoy their meals. The meet and
greet area will be where the guests will have the opportunity to meet the artists who
designed the architecture seen through out the park. The Wrigley Square and Millennium
Monument, is where we plan to have the artists, as well as historical visuals and
information on the park and its history. The area of Cloud Gate will consist of optional
picture taking with the “Bean.” This area is also for the children to enjoy the amazement
of the “Bean’s” mirror surface, as well as the nearby Crow Fountain’s water sprinkling.
Souvenirs will also be sold in this area. Some souvenirs may include the Cloud Gate
pictures, t-shirts, professional photographs of the park, and albums of the musical
entertainment.
For the event layout to be successful, audiovisual will be required in areas through
out the park. While Millennium Park already had speakers surrounding the park, it needs
to be made sure that these are working properly in order for the musical entertainment to
be a success. Audiovisual will primarily be required for the entertainment in the pavilion.
Each musical guest, as well as the speaker will require audio assistance. Each performer
will have their own equipment but will need the rest of the audio set up for each

6. performance. There will also need to be audio throughout the park for background music
and announcements regarding the day’s festivities. Visual aid will be needed in the
historical information area, as there will be a photo slideshow playing throughout the day
on a screen projector. This projector will be arranged next to the Millennium Monument
for all guests to stop and watch the history and makeup of the park.
So many respected families, individuals and organizations went into the process of
Millennium Park, which therefore has created a wide variety of stakeholders and agencies
that will have contribution to this event. The partnership of the city of Chicago and the
charitable community have had such a strong role in the formation of this park and will
therefore provide strong assistance in this event. Other stakeholders include the Jay
Pritzker family, Irving B. Harris, Chicago Department of Cultural Affairs and Special
Events, previous Mayor Richard M. Daley, Frank Gehry, and the Chicago Park District.
These charitable individuals and organizations devoted much of their time and money
into the production of Millennium Park, and their efforts will be very valued and
respected in this tenth year celebration.
The sponsors of this event include the Chicago Park District, Bank One
Foundation, ABC Chicago, WGN, CTA, DePaul University, Hinckley Springs, Chicago
Tribune, and Chicago Sun-Times. These sponsorships will provide a significant role in
the funding of this event. These sponsors will help for television and radio airtime in the
announcement and progress of the event. The television stations and the newspaper
companies will help in the marketing of the event and the presentation of the outcome. A
smaller organization like DePaul will help with targeting market segments more than
with the financial funding. DePaul is a university located in the city, and as a sponsor, the

7. school can help ensure the attendance of its students, families, employees, and alumni.
Having both smaller and larger sponsors of this event will help to create an even greater
success.
To ensure that this event can become a success, approvals, contracts, and
notifying will be needed. One of the necessary steps in receiving approval for this event
is getting a special event permit application. Since the entire event will take place within
the park’s area, there is no need to have streets closed or parking blocked. In regards to
the city’s approval, there will need to be food licenses, liquor licenses, Itinerant Merchant
License in regards to the selling of souvenirs, and notifying of the CTA transit. In
addition to these licenses, insurance will be needed in case of any damage done to the
park and its physical art. This insurance will be attached to the application process, which
is to be submitted o the mayor’s office 45 days prior to the event. The approvals and
licenses are necessary in the safety and success of events, and are a crucial role in the
planning process.
Event Marketing
I plan to market my target costumers through the most used sources of media.

8. Because I plan to target a wide range of people, I must market in forms of media that
apply to a variety of ages. Chicago consists largely of busy commuters to work and
school, which creates the need for advertisements in public transportation, such as in the
CTA buses and CTA trains. In addition to public transportation, the advertisements will
be in the universities around the city, including DePaul, Columbia, Northwestern, and
UIC. This strategy is to target those students who find Millennium Park to be an
enjoyable destination to visit. These students will most likely spread the word to parents
and friends who don’t attend school in the city, but who would be interested in this
celebration. Local restaurants within the area, particularly those vendors of the event, will
have the advertisements as well in order to not only promote Celebraten’, but each
restaurants food as well. For the residents living in the suburbs, where it would be more
difficult to see these advertisements through out the city, there will be radio stations that
will alert the community of the event through commercials and announcements. The
targeted demographic for this event is any age group living in the Chicagoland area, as
well as those tourists who find Millennium Park to be an enjoyable destination to visit.
For ten years, Millennium park has served as a park for young children to play in, an area
to observe beautiful architecture, a quiet place to relax, and a tourist attraction that helps
define what the cit of Chicago truly is. Therefore, this celebration is for the general public
of Chicago, its surrounding suburbs, and those outside of the area who enjoy the park as a
place to visit .For that reason, these forms of marketing will provide a strong reach to
these people because these methods of advertising serve to a wide variety of people in a
wide variety of ways.
Having a partnership with Groupon will play another strong role in the marketing

9. process of the event. Groupon is solely a win-win process and no out of the pocket cash
is needed in being featured on the website. Therefore, I have collaborated a deal with the
company that will aim to attract more visitors to this event. The Groupon is $10 for $15
worth of food and beverage tickets at the Celebraten’ event. Therefore, by paying $10 for
this Groupon, an attendee of this event could receive $15 worth of food and beverages in
tickets. Being featured on this website is a strong form of marketing that stands out
among the rest. This company has grown significantly popular within the past few years
and having a partnership with them could potentially have a strong positive impact on
this event. Partnering with Groupon will put the advertising of this event on a well known
website, attracting those devoted users of the company. The deal will also attract those
Chicago residents who had not planned on coming to the event due to lack of awareness
or lack of curiosity. Having a coupon like this gives those types of costumers more of a
reason to try something new that serves interest to them. This deal will be featured on the
website about a month or two prior to June 14, 2014. If the minimum number of people
buy the offer, the deal will become valid, and contribute to the success of the event.
The success of the event also depends largely on the costs and rewards that are
gained and lost through out the process. Millennium Park is a public city park and does
not require an entrance fee. Therefore, there will be no entrance fee for this event.
However, there will be an optional donation area at the entrance of the event. Donations
will be given to Millennium Park in order to potentially add more to the park in regards
to art or areas for entertainment. Millennium has progressively become the city’s most
popular destination and deserves a contribution to honor its positive addition to what the
city of Chicago has to offer its residents and tourists.

10. In addition to optional donations, most of the revenue from this event will come
from the food and beverages. Prior to entering the food area, tickets will be given out.
Because specific restaurants are providing their own food for this event, the vendors will
make a profit off of these tickets as well. The cost of the food will range from $2 tickets
to $14 tickets. The guests will be offered tickets for smaller side portions, regular entrée
size portions, non-alcoholic beverages, and alcoholic beverages. Each one of these items
has their own price and ticket color. Guests will be able to decide what types of food and
beverage they want and buy the tickets based off of that.
Another costly item of this event is also one of the most interesting parts to
Celebraten’. The architecture of Millennium Park is one of the most significant aspects,
which is why we have decided to bring back the artists to tell their story. This aspect of
the event will be in such high demand and one day is not enough time to allow every
person to meet and greet with the artists. Therefore, we will be selling 200 tickets at $40
a piece for each artist. First come, first served is the basis behind this aspect. For those
who wish to meet with one of the artists, they will be able to purchase a ticket until the
200 have been sold out for that specific artist. Therefore, instead of guests waiting in line
all day to meet an artist, they will be able to enjoy the festival as well. Having no set
maximum amount of tickets sold would not be enjoyable for the guests or the artist.
Aiming to sell each of the 200 tickets per artist, the event will make $8000 per artist,
which will help to generate more revenue, as well as pay the price of having these artists
come to the event.
A simple, yet attractive advertisement will add to the success of the event. Not
only will a simple advertisement be more cost efficient, it gets the point across simply

11. and smoothly. Below is a sample advertisement that will be located on public
transportation throughout the city, local restaurants, and around university campuses.
Budget
Site Rental Fees:
Jay Pritzker Pavilion: $40,000
Stage: $7,000
Wrigley Square: $750 ($350 per hour, maximum of 3 hours)
North Promenade: $7,000
South Promenade: $7,000

12. Central Promenade: $7,000
SUBTOTAL: $68,750
Furniture Fees
Tables: $1,615
Chairs: $2,270
Canopy/Tent: $1750 ($350 - 20x30 each, need 5)
Fans: $128
SUBTOTAL: $5,763
Audio-Visual/Entertainment Fees:
Screen Projector with stand & audio: $85
Walkie-talkies: $2,250
Musical guests: $130,000
Technical labor: $10,300
SUBTOTAL: $142, 635
Decoration/Supplies:
Signs: $200
Stage décor: $500
Portable toilets: $7,500
Survey box drop: $40
Extra trashcans: $600
SUBTOTAL: $8,840
Miscellaneous:
Food Vendors: $50,000
Radio Advertising: $5,000 ($1,000 per month, 5 months prior)
Transportation Advertising: $4,200
Newspaper advertising: $30,000
SUBTOTAL: $89,200
TOTAL: $315,188
Budget Synopsis
The goal of CELEBRATEN’ is to honor Millennium Park and gain more funding
in order to add additional aspects to the park. Therefore, this event is not being budgeted

13. based on the highest profitably possible, but based on how much extra revenue can be
received in order to continue the creation of new attractions and activities to the park.
Since much of the necessities of an event can be provided by Millennium Park, the above
budget is based on what the park cannot offer. The Millennium Park website includes a
chart on how much each individual section of the park costs to rent. As a result, the
sections needed for the event were included on this budget and summed up to a total of
$68, 750.
The next part of the budget includes the furniture rental needed for the areas of
the park that do not have seating. The event will require 150 tables for the eating area.
These tables are rounded and will seat 10 at each. Therefore, there will be 1500 chairs
needed in this area. The remainder of the tables and chairs will be for the entrance and
food and beverage ticketing areas. In addition, there will be a total of 5 tents. 3 of these
tents will be located in the eating area and will have 3 fans in each in order to keep the
guests cool on the hot summer day. 1 of the remaining tents will be located in the central
promenade area and the last will be for the children’s activities. The subtotal for furniture
section comes out to $5,763.
While much of Millennium Park contains audio-visual features, a screen projector
with a stand and audio will need to be rented for the historical slideshow. In addition,
walkie-talkies will be given to a selection of the volunteers at the event in order to keep
on task. Since technical staff may need to be hired in order to set up these types of
features, there is a section for this cost in the budget. Lastly, much of the budget will be
going towards the musical entertainment with 10 performers. It is estimated that there
will be a few local performers with a lower cost, a few more exclusive bands with higher

14. costs and the remaining at an average cost. With this estimation, the budget for audio-
visual and entertainment comes out to $142, 635.
The decoration and supplies will make this event all the more worthwhile for
those who will be looking forward to it for months and even more appealing to those
street-walkers who happen to stroll by Millennium Park on June 14, 2014. Therefore, it is
necessary to have decorative signs and stage décor. The two of these amount to $700. In
addition, portable toilets and extra trash cans will be needed since the park does not have
enough restrooms and trash bins to supply the expected amount of guests. This subtotal
comes out to $8,840, which also includes the survey boxes for guests to place the surveys
handed out at the end of the event.
The miscellaneous section of the budget includes the food vendors and
advertising. To advertise on the radio costs on average about $1000 per month. Since this
event should be advertised for about 5 months prior to the date, radio advertising will cost
a total of $5,000. Newspapers will also be advertised in months prior. Since newspapers
are more costly to advertise in, this event will be given ads on Saturdays and Sundays
twice a month for the first two months and then one Saturday and Sunday for a third
month. This amounts to $30,000. Transportation advertising is a key factor in the city of
Chicago. CelebraTEN’ will be advertised on both CTA buses and trains. This cost will
amount to about $4,200 for 5 months also. In total, miscellaneous fees come out to
$89,200.
In order to save spending money, there will be volunteers working on the event,
rather than paying a labor cost. Since the residents of the Chicagoland area are familiar
and very fond of Millennium Park and its offerings, it will not be hard to find people to

15. help with this event. Volunteers will be searched for all around the city, suburbs, and
local schools. In order to supply the volunteers with some sort of benefit, each will be
given free food all day, as well as put in a drawing to meet the musical guest of their
choice. While only one volunteer will win this raffle, it gives more residents of the area
an incentive to volunteer. Another way of cutting down costs will be to use Columbia
College students as the photographers for this event, particularly for the picture with the
“Bean.” About 6 students will be selected as the photographers for this event. This will
benefit both the event and the students as they are given the same benefits as the other
volunteers of CelebraTEN’.
The source of income for this event is expected to come mainly from the food and
beverage and optional donations. Since there is only a select amount of factors for
income to come from, the price of food and beverage will be relatively high. While this
does not always appeal to guests, since they will already be at the event, they will most
likely chose to eat there. In addition, optional donations will be asked for at the entrances.
For those who wish to see Millennium Park progress in the future, it is probable that
these guests will provide a generous donation.
In addition to these factors, other sources of income include the Groupon deal that
will be offered a month of two prior to CelebraTEN’. Groupon is a rapidly growing
company and it is hopeful that this event will make a large source of income from the
deal. The artist meet and greet will also generate about $24,00. Selling 200 tickets for
each artist at a cost of $40 per ticket will amount to $8,000 per artist. While there are
other sources of income that may come into affect along the process, these factors are
where most of the income will be generated.

16. Event Staging
The décor of CELEBRATEN’ will be based around a blue color scheme. The
décor will be simple yet celebratory and allow for an on street view of what the event is
offering to the public of Chicago. Most of the sound, lighting and special effects will be
coming from the Pritzker Pavilion where the musical guests will be performing. The

17. stage will be decorated with a large sign entitled with the name of the event. In order to
incorporate the blue theme, the lighting during each musical act will be centered on the
color blue. While each performer will have his or her own display and form of
entertainment, it is important to remember why this event is occurring and the theme
helps to bring out that idea.
Specific areas of the park will incorporate the different aspects to the event. The
main entrances will be located along Michigan Ave. The entrances will lead to the food
and beverage ticketing area, as well as the Groupon exchange tables. To the left, will be
the children’s activity area near the Crown Fountain. To the right of the ticketing area
will be the historical information and meet and greet, located in the Wrigley Square and
Millennium Monument section. The picture taking with the “Bean” will of course be
located with the Cloud Gate. Not far from Cloud Gate is the McCormick Tribune Plaza
and Ice Rink area, which will hold the food vendors, and eating areas. And last, the
musical entertainment will be held in the Pritzker Pavilion, for guests to enjoy while
sitting on the Great Lawn. While all of Millennium Park will not be used for this event,
the sections incorporated will hold each part of the event perfectly and in an effective
manner. Although, the remainder of the park will not be part of the event, it will still be
open to the public throughout the event’s range of time.
The food and beverage vendors will be from around the Chicagoland area. Since
the event is showing off a destination in which the city is known for, it is only acceptable
to also incorporate the food in which Chicago is known for. Therefore, with a few
mentioned earlier, some of the vendors will include, Lou Malnati’s, Billy Goat Tavern
and Grill, Eli’s Cheesecake, Vienna Beef, Portillo’s and Giordano’s. Just to name a few,

18. these vendors will give all the more reason for the residents of Chicagoland to enjoy the
food we love most.
Since a larger crowd is expected in such a respected park, security and safety will
be present in order to keep all aspects of the park in their original conditions. As with all
the other staff, security will be organized on a volunteer basis. There will be a specific
amount of guards assigned to multiple parts of the park to make sure no architecture, art,
landscaping, etc. is receiving any damage. As for any breakthrough of bad weather, fire,
or accidents, Millennium Park is not a difficult venue to evacuate in a short amount of
time. It is expected that all guests and volunteers will follow the guards through the
quickest way to exit the park.
Set up for CelebraTEN’ will begin early in the morning on the day of the event.
At around 6 AM, tents will begin being set up, tables and chairs will be placed in correct
positions, and vendors will start the placing of their stations. Because the first musical
guest begins right at the start of the event, there is expected to be a large line at 12 PM.
Since there are two entrances, it is hopeful that the beginning of the event will run
smoothly and the guests will be able to enjoy the first performance with no problems. As
for tear down, all volunteers are expected to stay after the end of the event to help with
clean up and the putting away of all furniture. Since Millennium Park is a public space, it
is expected that all aspects of this event will be cleaned up prior to the next morning. The
park should be left in the condition that the city observes it each day.
As mentioned, staff will be based on volunteers. Volunteers will be searched for
through out the whole Chicagoland area. Advertising for these volunteers will occur
months in advance. Volunteers may come from inside the city, suburbs outside the city,

19. and especially within surrounding schools. It would be wonderful to have a wide age
range of volunteers for experience purposes and to appeal to all guests. The event could
never have too many volunteers, which means the more people who apply, the better.
Volunteers will be needed in all aspects and areas of the event. First, there will be
volunteers needed at the entrances and exits of the park. These volunteers will be in
charge of any donations or event questions and information. These volunteers will also be
handing out brochures with the specific agenda for the day. Second, there will be about
ten volunteers needed in each of the 3 food and beverage tents. These volunteers will be
in charge of cleaning up whatever remainders the guests leave behind. More volunteers
will be needed to pass out the surveys throughout the day, specifically closer to the
conclusion of the event. They will not be in charge of collecting these surveys, as there
will be multiple boxes for these to be placed in. Volunteers will also be placed in the
children’s activity area to help with the entertainment for the children. In order for this
event to appeal to all ages, it is necessary to have an area for children to enjoy. The
volunteers in this area will help face paint, direct games, and make sure the water
activities within the Crown Fountain are running safe and smoothly. The remaining of the
volunteers will be walking around through out the event, available for any questions or
concerns. To make sure there is always someone around for assistance, multiple
volunteers will be located in each area of the event during its occurrence.
Since the tasks of the volunteers are relatively simple, it is not necessary to have
long training sessions. Volunteers are solely to arrive an hour before the event begins.
This time will allow for placement of each volunteer and their tasks for the day. A few
volunteers per area will be given a walkie-talkie. This will allow for each area to keep in

20. touch with each other to make sure the event runs as expected.
Below is the evaluation survey of the event that guests will be asked to fill out
upon the conclusion of CELEBRATEN’. It may also be helpful for the volunteers to fill
this survey out as well, as they also experienced the day and what the event had to offer
for the city of Chicago.
Evaluation
Survey:
As CelebraTEN’ nears an end, please take a few moments to fill out the survey below.
Your feedback is important to us in how we can improve our events in the future and help
to continue the success of Millennium Park as a nationwide attraction.
Be sure to drop this survey is any of the blue boxes near the entry and exits of the
festival. Thank you for time, we hope you enjoyed CelebraTEN’
Please rate the following questions on a scale from 1 to 5
(1 being the lowest, 5 being the highest):
Did this event mete your expectations in regards to what you expected this festival to

21. offer?
1 2 3 4 5
Did you learn more about the park’s history and what it has to offer during this
event?
1 2 3 4 5
Did any of the musical guests apply to your interests?
1 2 3 4 5
Was the food and beverage offered sufficient to your demands?
1 2 3 4 5
Did you see and hear enough about the event before today? How did you find out
about it?
1 2 3 4 5
CTA transportation Universities Radio advertisements GROUPON Other:
Please answer YES or NO to the following questions:
Do you hope to see more attractions added to the park in the future?
YES NO
Would you enjoy seeing more festivals held in Millennium Park?
YES NO
Did Millennium Park receive the recognition it deserves during this event?
YES NO
Would you enjoy seeing future celebrations for Millennium Park?
YES NO
Will you be returning to Millennium Park more frequently in the near future?
YES NO
What type of attraction would you most like to see that would be appropriate for
Millennium Park and its purpose to the city of Chicago?
Please provide a short answer below:
Agenda:
12:00 PM –
Musical Guest #1
1:00 PM –
Musical Guest #2
Artist Meet and Greet: Anish Kapoor (Cloud Gate)
2:00 PM –
Musical Guest #3
3:00 PM –
Honorary Speech

22. 4:00 PM –
Musical Guest #4
Artist Meet and Greet: Frank Gehry (Jay Pritzker Pavilion & BP Bridge)
5:00 PM –
Musical Guest #5
6:00 PM –
Musical Guest #6
Artist Meet and Greet: Jaume Plensa (Crown Fountain)
7:00 PM –
Musical Guest #7
8:00 PM –
Musical Guest #8
9:00 PM –
Musical Guest #9
10:00 PM –
Musical Guest #10
Food and beverage will be offered in the McCormick Tribune Plaza and Ice Rink area
during the duration of the event – 12:00 PM-11:00 PM
Activities for children will take place near the Crown Fountain –12:00 PM-5:00 PM
Optional pictures with the “Bean” – 12:00 PM-9:00 PM