ParqueArte is a nonprofit organization that produces and promotes Cultural Events using public spaces in Panama City. ParqueArte is supported by Abierto Corp., a company dedicated to providing solutions for Corporate Social Responsibility, connecting with artistic and cultural groups.
2. 3 Parque Arte Foundation
Content 01 5 Festival Abierto
11 Architecture
20 Alliances & other Sponsors
27 Reach
31 Social Media & Web
41 Communications
46 Inauguration
48 Media Newspaper & Magazine Impressions
56 Open Tree Collective Art Project
63 Live Music & Performances
02 104 Future Editions
03 107 Financial Report
2
3. ParqueArte is a nonprofit organization that produces and
promotes Cultural Events using public spaces in Panama
City. ParqueArte is supported by Abierto Corp., a company
dedicated to providing solutions for Corporate Social
Responsibility, connecting with artistic and cultural groups.
3
4. As a region excel in supporting social causes.
Q30.r03 - Total agree - I am much more comfortable shopping in stores or buying products / services from companies that donate to charity.
SOURCE: OMG Proprietary Milennials Study, 2011 4
6. Festival Abierto is birthed from the dream of living in
a clean Panama where its citizens are environmentally
conscious, and their actions have a positive & concrete
impact towards the sustainability of our environment.
The time is now to initiate actions that generate big
changes in how our society treats Panama’s natural
reserves.
With a focus on endangered marine life, the tropical rain
forest, and native animals, Festival Abierto is a free event,
bringing Panamanian companies, institutions, and NGOs
together to cross-polinate knowledge about the country’s
biodiversity.
6
8. “A Festival that “Festival Abierto has a very important role; reach all types of
audiences, no matter what their socio economical status is and
will show how offer free access to art, in a non intimidating environment.”
to make of our Carmen Aleman, ArteConsult Gallery
Earth a healthier
environment.”
Marta Linares de Martinelli, “With an initiative like this I believe Panama is capable of
First Lady of the Republic of leading a good path, because the possibilites are there... there is
Panama a responsible youth that wants to join these activities.”
Olga Sinclair, Artist
“Open... a very simple word, very fundamental, but full of promises...”
Patrick Dillon, Architect
8
9. Enrich people’s lives by our focus on image and aesthetics in all
The Festival looks to enrich people’s lives communication campaigns.
through education.
Trustworthy
Education through mobile is a focus to counter Investment in Festival Abierto is a trustworthy
balance its lack of penetration in Latin America, proposal since it operates as an institution
a continent searching for tools to spread through the Office of the First Lady.
information and culture, to impact and enrich
the life of its people.
Smart Technology
Training people in creating efficient power is
MANIFESTO
Innovation demonstrated through the Festival. All pavilions
Festival Abierto is innovative because of its are hand-built with smart construction methods
artistic and cultural exposure to interactive and that allow them to consume less; and be reused.
Audiences can see first-hand solutions on how
BRAND VALUES educational communities.
to apply technology to reducing waste and
OF FESTIVAL ABIERTO Festival Abierto uses sustainable spaces, the
pavilions, where audiences are able to enter
excess materials.
and generate collective experiences in new We also applied this type of intelligence in the
behavioral patterns around sustainability. organizational structure of Festival Abierto. Less
is more.
Aesthetic Design
Festival Abierto parts from a specific aesthetic
conscience since it’s created around a structural
base.
We use the power of architecture to design
both physical and digital spaces, exemplified 9
10. Parque Omar La Prensa Bio Museo Smithsonian
Canal de Panamá Biblioteca Nacional Zona Colonial Taller Cruz Diez
YEAR ONE
INITIAL MEETINGS & PREPARATION
Pecha Kucha
10
13. ARCHITECTURE
Structure
1
2
3
Details
1. LG Mono-X 255W Solar Module
2. LG 4W-MR16 LED Lighting Heads
3. Tetra Pak Poly-Alum panels
13
14. ARCHITECTURE
LG Mono-X 255W Solar Module
LG 4W-MR16 LED Lighting Heads
LG Monocrystalline
LG LIGHTING Solar Module
LED MR16
LG240M1C / LG235M1C / LG230M1C
LG LED MR16 is the high-efficient light source with Mechanical Properties Dimensions (mm/in)
excellent thermal dissipation and elegant design. Cells 6 x 10
LG LED MR16 is designed to replace conventional Cell vendor LG
standard halogen reflector lamps.
e BEST e e
50,000
e e e 50,000
Cell type Monocrystalline
Recycle Recycle PLACE Compatible COMFORT Anti-Glare HIGH
Anti-Glare Control SAVE ECO SAVE
Energy 40% Solution ANGLE
SAVE Recycle Recycle InstallPLACE
Easy Packaging
Compatible COMFORT
NATURAL Anti-Glare
DESIGN Anti-Glare Energy SAVE 40%Wireless
Low-Temp SAVE Solution SAVE Easy Install Packaging NATURAL DESIGN Low-Temp Wireless
Cell dimensions 156 x 156 mm2 946.4 / 37.25
hrs hrs 23.4 / 0.92
6 x 6 in2 2-Ø4.3 / 0.16
# of busbar 3
Excellent Alternative
Significant energy savings over 80% through simple
e Diverse Beam Angles and Colors
A wide range of choices in beam angles and colors.
e Dimensions (L x W x H) 1632 x 986 x 42 mm
11x 6.5 / 0.26
(+) (-)
50,000 50,000
Compatible COMFORT Energy SAVE
replacement compared to conventional halogen lamp. Solution Compatible COMFORT
NATURAL Energy SAVE Solution NATURAL 64.25 x 38.82 x1.65 in
1000 / 39
hrs hrs
Maximum load (Pa) 5400
1632 / 64.25
Weight 18.93 kg / 41.73 lb
SHARE SHARE
Silver Connector type Tyco connector IP 67
Compatible
More than 80%
40% SAVE Long LIFE SunLightCompatible DESIGN 40% SAVE Long LIFE SunLight DESIGN Junction box IP 65 with 3 bypass diodes
15° 36° 60° Puple 926 / 36.46
Energy Saving Length of cables 2 x 1000 mm / 2 x 39 in
e e e e e e
Titan
351.8 / 13.9
12 x 5 / 0.20
50,000 50,000
e Recycle SAVE 40% SAVE
Energy PLACE Compatible COMFORT
Solution SAVE Anti-Glare
hrs Anti-Glare Energy SAVE 40% NATURALSolution
Easy Install Packaging SAVE DESIGN
SAVE hrs Easy Install Packaging
Low-Temp Wireless NATURAL DESIGN Low-Temp Wireless Certifications & Warranty
186.8 / 7.4
Long LIFE Long LIFE
Certification (To be IEC 61215 Ed.2, 42 / 1.65
92.3 / 3.6
e e
Energy Saving by High Efficiency Low Maintenance Cost 986 / 38.82
processed or pending) IEC 61730, UL 1703 0 5 10 15 20 25 30 35 40
Over 80% energy saving yearly compared with standard Low maintenance cost due to extremely long lifetime of
50,000 50,000 Product warranty 5 years
Energy SAVE Compatible COMFORT
Solution halogen reflector lamp and short payback period of
hrs Energy SAVE NATURALSolution 15° hrs 36° hours.
50,000 60° NATURAL
about 1.4 Year. Output warranty of Pmin 12 years - 90%
9
25 years - 80% Characteristic Curves
8
Annual Electricity Cost (Unit : : USD) Total costCost of Ownership (UnitUSD)
Annual Electricity Cost USD)
Annual electricity cost (Unit : (UnitUSD) Total Cost of Ownership (Unit : : USD)
Total of ownership Annual maintenance cost CostUSD) : USD) Total Maintenance costCost 10 Years (UnitUSD) : USD)
Annual Maintenance Cost (Unit(Unit
Annual Maintenance (Unit : : USD) Total maintenance Costfor 10 yearsYears (Unit
Total Maintenance for for 10 (Unit : : USD)
SHARE $13 cost Cost saving unit 1 unit
$13 saving per 1 per
Cost saving per 1 unit $117$117 Cost saving unit 1 unit
$117 Cost saving per 1 per
cost saving per 1 unit
$9.5
$9.5 (USD)
(USD)
10 10 6
40% SAVE Compatible Long LIFE 40% SAVE
SunLight
Payback
Payback
DESIGN
Halogen Lamp
Halogen Lamp Long LIFE SunLight DESIGN
Electrical Properties (*STC)
80% %
80 $5.6
$5.6
period
period 75% %
75 4
87% %
87 Lamp replacement
Lamp replacement $136
$136 2nd~10th
2nd~10th Max. output (Pmax) 240 Wp 235 Wp 230 Wp
5 5 1.4 year
1.4 year cost cost ($)
($) year year ($) ($)
cost cost
$1.9
$1.9 LG LED MR16
LG LED MR16 Performance tolerance 0 ~+3 %
$9.5
$9.5 Annual electricity
Annual electricity 1st year year ($) ($)
1st cost cost 2
cost cost ($)
($)
$17$17 Module efficiency 14.9 % 14.6 % 14.3 %
Long LIFE
Halogen Lamp BEST LED MR16
Halogen Lamp LG LED MR16
LG BEST 1 1 2 2 3 3 4 4 5 (Year)
5 (Year)
Long LIFE
Halogen Lamp LED
Halogen Lamp LED
$1.9
$1.9 $18$18
e
Halogen Lamp LED
Halogen Lamp LED
$20$20
ee e e50,000
e 50,000
MPP voltage (Vmpp) 29.7 V 29.6 V 29.5 V 0 5 10 15 20 25 30 35 40
HIGH Control HIGH on 12 hrs operation per mayECO the lamp unit price, operatingANGLE andof halogen lamp.
ECO ※Calculation result day, differANGLE $0.11/kwh and 2.2 times replacement product lifetime.
※Based
Control electricity cost
by Recycle conditions Recycle Recycle Compatible Based on※ Calculation Anti-Glare byAnti-GlareAnti-Glaretimes replacement of halogen lamp.
PLACE Recycle PLACE 12 hrsCompatiblemay differ the lamp unit price, operating conditions and product lifetime.
※
COMFORToperation per day, electricity cost $0.11/kwh and 2.2 SAVE 40% SAVE
results
COMFORT Energy Anti-Glare Energy SAVE 40% SAVE
Solution SAVE Solution
hrs SAVE Install hrs
Easy Packaging
Easy Install Packaging
NATURAL NATURAL
DESIGN DESIGN
Low-Temp Low-Temp
Wireless Wireless MPP Current (Impp) 8.10 A 7.94 A 7.81 A
0 5 10 15 20 25 30 35 40
Open-circuit voltage (Voc) 36.9 V 36.8 V 36.6 V
Eco-friendly
Eco-friendly light source, which contains no mercury and
Wide Application Coverage
Natural light with comfort for wide application.
e e Short-circuit current (Isc)
Maximum system voltage
8.58 A 8.49 A
1000 V (UL 600 V)
8.37 A
9
50,000 50,000
low CO2 emission. Compatible COMFORT
Compatible COMFORT Energy SAVE Energy SAVE
Solution Solution
hrs hrs NATURAL NATURAL 8
Series fuse rating (A) 15 A
*The electrical properties applies under Standard Test Conditions (STC) with 1000 W/m2 irradiation, Isc
Mercury Contents (Unit :: mg) CO₂ Emission (Unit : kg) 25°C cell temperature, and AM 1.5 spectrum. 6
Mercury Contents (Unit mg) CO ² emission (Unit : kgCO²) The rated electrical characteristics are subject to a manufacturing tolerance of 0~3%
*The nameplate power output is measured and determined by LG Electronics at its sole and absolute
Voc
200~250 SHARE SHARE discretion.
4
99.0
Compatible Compatible 40% SAVE 40% SAVE Long LIFE Long LIFE SunLight SunLight
DESIGN DESIGN Pmax
100~150
80% Temperature Coefficients 2
29.7 NOCT 45 ± 2 °C
10~20 0
0 5 10 15 20 25 30 35 40
Pmax -0.46 %/K
Metal Halide Fluorescent Mercury LED Halogen Lamps LED Long LIFE Long LIFE
Lamps Lamps Lamps
Display racks, lobby, reception areas, corridors, stairway, window etc. Voc -0.34 %/K
Isc 0.046 %/K
North America Solar Business Team Isc
LG Electronics U.S.A. Inc Product specifications are subject to change without notice,
1000 Sylvan Ave, Englewood Cliffs, NJ 07632 LG, LG logo, and Life·s Good are trademarks of LG Electronics, Inc. worldwide.
Contact : lg.solar@lge.com V international copyright laws
Trademarks and intellectual properties LG Electronics, Inc. are protected byoc
http://www.lg-solar.com
Pmax
14
15. ARCHITECTURE
Recycled Tetra Pak Poly-Alum panels
Tabla 1: Resistencia a la Tracción, Resistencia a la Flexión y Absorción de Agua de las Placas Recicladas
Tabla 2: Resistencia a la Tracción, Resistencia a la Flexión y Absorción de Agua de las Tejas Recicladas
Tabla 3: Determinación del índice de propagación superficial de llamas
64
15
28. Initiating on Earth Day, Festival Abierto impacted the collective conscious
of Panama with more than 10,000 visitors coming to the Park, more than
300,000 people reached via social media, more than 110 publications
(web, newspapers, TV, editorial, and radio), more than 250 banners and
videos on the streets.
300,000 Tetra Pak cartons were recycled into Poly-Alum panels to create
the pavilions at the festival.
During the two days of the Festival we produced 92 kilowatts of
electricity using LG Mono-X solar modules, which is equivalent of
powering 10 average Panamanian households for a day.*
OOH value $65,000. Ad value $47,000. PR value $190,000.
*using 8~10kw a home standard
Metrics were provided by RUA-Porter Novelli Agency.
Electrical metrics provided by PSI energy consultants. 28
29. PUBLICATIONS AND PR VALUE
46% Newpaper: $87,000
28% Web: $52,000
10% TV: $37,000
5% Editorial: $10,000
2% Radio: $4,000
Metrics were provided by RUA-Porter Novelli Agency 29
32. SOCIAL MEDIA Growth
Twitter
From the 22nd of March - 22 of April a total of 766 people
followed Festival Abierto on Twitter.
+1,338
Followers
Tweet Density
The density of tweets was
constant throughout the
campaign with its followers
and had the highest Tweets:
interaction vaulues on Messages originated from the brand.
wednesday and saturday at Replies:
noon. Messages that the brand writes to respond to other peoples tweets.
RTs:
Other peoples tweets that the brand uses to show to its followers.
FFs:
User recommendations.
32
33. SOCIAL MEDIA
Twitter
In the days of the festival the number of followers went from 824 Tweets with furthest reach were able ranged from 7,310 to 21,247
to 975. After the festival the number peeked at 1145 displaying the twitter users.
continues interest.
3 Retweets
21,247 People Reached
Sintoniza YA @mas23tv con los últimos
detalles del #FestivalAbierto!!!
18 Tweets
1 reply
7,310 People
Reached
Buenos Díaz Amig@s. Estamos
super emocionadas que MAÑANA
es el Festival Abierto! Vengan al
Parque Omar 10 A.M.!
no te pierdas!
33
34. SOCIAL MEDIA
Twitter
Trendsmap report displaying second highest tweeted name for April Hashtracking.com report displays Festival Abierto at 3rd place in
in Panama. their top ten list of impressions in Panama.
34
35. SOCIAL MEDIA
Facebook The Festival Abierto Open Tree announcement and tree gallery had the highest impressions during two
months, it was later surpassed by the band lineup publication with 75 shares and was seen by over 2,548
Communication people on Facebook.
The age group for Festival Abierto followers in Facebook ranged from 18-24 years in the beginning, and
reached an age group of 34 year olds by the day of the Festival.
Growth was of 65% in only one month, which is astounding.
+2,225
Likes
35
36. SOCIAL MEDIA
Facebook In the last 30 days of publication 261 posts (147 from Festival Abierto and 114 from followers), reached
2,944 participating people with likes and comments to a total of 6,926 (more than twice per person).
Impact This “voice” allowed that 108,580 people would see the name of Festvial Abierto on Facebook with a
total of 931,218 (more than 15 times per person).* Festival Abierto’s Facebook page was clicked on over
187,872 times by followers and non-followers.
*The two variables mentioned demonstrates possible duplicates of people and is stands for an indicator
of measurement.
March 24 - April 22
36
37. SOCIAL MEDIA
Facebook Fan percentage for 18-25 year olds to 34 year olds reached an equal percentage of 22%-23%.
Distribution
Demographics
37
38. SOCIAL MEDIA
Facebook Facebook fan support maintained a constant growth with the highlighted peak dates being the 21-22 of
April.
Growth
38
39. SOCIAL MEDIA Performance
Facebook
Facebook’s most liked message had a reach to over 2,500 people.
Publication
Density
The highest number of
participation was reached
on thursday 9 am, while
the rest of the days
conversations remained
constant with the fans.
39
40. WEBSITE
Festivalabierto.com
Visitors Overview
Total Visits: 9,217 Statistics for
festivalabierto.com
Unique Visitors: 6,329 March - May 2012 Digital Downloable Guide for
the Festival was provided to
Pageviews: 15,046 have to reduce the carbon
footprint.
Pages/Visit: 1.63
68.71% New Visitor
Avg. Visit Duration: 00:01:48 6,333 Visits
31.29% Returning Visitor
Bounce Rate: 71.68% 2,884 Visits
% New Visits: 68.67%
Location
Over 50 different countries in
the world looked at Festival
Abierto’s website during the
months of March - May.
Countries that visited www.festivalabierto.com
40
41. COMMUNICATIONS
PRESS CONFERENCE
On March 28 we were honored to have Mrs. Marta Linares de
Martinelli, First Lady of the Republic of Panama to announce
the Plan for 3 years of Festival Abierto.
41
42. MEDIA
Press Conference Media Attendance
TV SERTV
RPC
NEWSPAPER LA ESTRELLA
EL VENEZOLANO NEWS
LA PRENSA
LA OPINIÓN
MI DIARIO
LA OPINIÓN
MAGAZINES WEEKEND (Diario la Prensa)
OCEAN DRIVE
MUJER
RADIO RADIO MIA
WEB PORTALS PRENSA.COM
LATERAL PTY
INSTITUTIONS DESPACHO DE LA PRIMERA DAMA
LATERAL
42
43. From left to right:
Adela Mendoza Director of Public Relations LA PRENSA, Se Wo Park President LG, Maria Gilma Arrocha Director for Legal and Art FESTIVAL ABIERTO,
Marta Linares de Martinelli FIRST LADY PANAMA, Ana Melissa Correa President PARQUE ARTE, Jong Hwa Duly Lee Executive Director and Planner FESTIVAL ABIERTO,
Liliana Morales Director of Communications TETRA PAK, Dr. Oris Sanjur, Director for Scientific Support SMITHSONIAN INSTITUTE FOR TROPICAL RESEARCH.
43
46. INAUGURATION
SILENT AUCTION
Art pieces printed on Tetra Pak recycled panels, raised more
than $9,000 Dollars. A number well above all expectations.
The silent auction was carried out by arteconsult Gallery and
Fundación Fundahrte.
46
54. MEDIA
Messages
Spreading
Knowledge
It was important for us
to create interest and
share knowledge using
the artworks displayed in
banners in both digital and
outside displays.
54
55. MEDIA
OOH
Av. Samuel Lewis Av. Vía Israel Calle 50
Causeway de Amador
Av. Cincuentenario
55
57. OPEN TREE COLLECTIVE ART PROJECT
LG PRICE GIVEAWAYS FOR MOST TWEETED TREES
No Creative
Boundaries
Over 220 trees and
counting in an amazing
palette of styles, colors and
voices from people not only
in Panama but around the
world.
57
79. LINE UP
STAGE II
Adrian Benedetti
One Park at a time: Saving Environmentalism in Panama
Passing through por Nána+na Danza
Jaguar Clandestino
Música por Roba Morena
YOGA para Niños y Karate
Teatro Mundo Esperanza (Teatro Casa Esperanza)
Modelaje de proyecto reciclaje de Plástico
de Fundación Suiza de Cooperación
LOS COLORADOS + Launch of New Music Video
Poesía y Performance de Mar Alzamora
Teatro Carilimpia
Yoga para adultos
One day on Earth
79
82. Left Top: Música por Roba Morena
Left Bottom: Teatro Mundo Esperanza (Teatro Casa Esperanza)
Right: LOS COLORADOS + Launch of new Music Video
82
83. MAP ENTRADA
PEATONAL
RAMPA BIBLIOTECA 3
C
ENTRADA
Entrada Festival 2
PRINCIPAL
1 6
B 1
B2 A 5
4
7
1 PARKING
A 2 LIBRARY ART EXHIBIT
ON LOCATION
JUNGLE
3 FOOD / BEVERAGES / MARKET
B 4 STAGE II
PARQUE OMAR
EARTH
5 BRIDGE
C 6 LIVE MUSIC STAGE
OCEAN
7 OPEN TREE EXHIBIT
83
105. To celebrate the 500 anniversary
date of the discovery of the Pacific
2013
Ocean, the first Lady of the Republic
of Panama will be inviting the world
– as a commercial and cultural
strategy – to come to Panama to
celebrate this historic event.
“PACIFIC OCEAN” Festival Abierto 2013 joins this
initiative as a program to invite
ATP (Authority for Tourism in Panama)
to invite visitors to Panama of the
entire continent.
105
106. 2014
The Panama Canal celebrates
its 100th birthday and Festival
Abierto with Public Institutions will
be celebrating this event for its
magnificent world marvel.
An incredible closing will be in the
“PANAMA CANAL” works to celebrate the 3rd year of
Festival Abierto.
106