HKAG Business Plan
Hell’s Kitchen Artist Association, Inc.
“The purpose of the Association is to promote all forms of artistic expression, culture and education in the visual and performing arts through events and exhibitions of its member’s works, lectures, art demonstrations, scholarships, awards and educational programs. The Association shall foster artist networking, public awareness, promotional campaigns, events, appreciation and interest in works of art with emphasis on supporting emerging artists in Midtown Manhattan, while promulgating “Hell’s Kitchen” as a notable art incubator and destination“. Michael Felber, President and Founder
Hell’s Kitchen Artist Association, Inc, (herein called HKAA) a (501c 3) non profit organization has been established to support the newly emerging, struggling and accomplished veteran artists in the Clinton area of New York City, as well as visiting artists from other regional areas, particularly located within the State of New York.
The Organization’s business model is based on an aggressive fund raising format on product sales, special events, sponsorships and donations across a broad corporate front that includes, retailers, financial institutions, donors and grants. There exists an opportunity to cultivate a niche non profit and if the organization is developed properly, the revenues should build each year.
HKAA is located in the world’s financial and commercial center, that has the demographics to support and fund HKAA, to a point that it can be a prime benefactor over the years to hundreds of newly emerging artists who need financial, promotional and networking support. In general, newly emerging artists, as well as moderately established artists in all fields of endeavor have suffered in the latest economic downturn. In order to provide continuity to tomorrow’s art and cultural heritage, they must have the assistance of the corporate and public donors at large. HKAA is an organization that can help provide that assistance.
FUND RAISING ACTIVITIES:
HKAA will devote its prime time to developing three areas of services and fund raising, as follows:
Artist Studio Tours, Promoting and Marketing sales of artists work on a direct basis with the support of sponsors and retailers in the local area. HKAA’s already has established ArtiST (Artists in Studio Tours), that for 2 years has had free self guided events, including, meeting artists in home, studios, galleries, social events, and at performances of all types. This event is supported by sponsorships in and from local businesses. In addition, this segment will also promote Award ceremonies, a end of the Tour party and other sponsored events.
Marketing sales of artist’s works at gallery and event exhibits. This will be conducted throughout the year, via special events at various locations.
HKAA Magazine supported by sponsors and advertisers will be produced on a quarterly basis to support ongoing HKAA events.
The following is a brief overview of the steps to be taken to provide a blueprint for a non profit organization that must emulate a modern sales and marketing company, capable of generating revenues by its unique imprimatur and marketing devices. The object is to create a plethora of public cultural events and attract as many contacts as necessary, in order to monetize those potential targets, such as: the general public, art followers, donors, supporters and sponsors, generating a consistent and escalating revenue stream. The cumulative events will create opportunities to meet financial resources and supporters, while providing names for a mailing list that can be productive in a myriad of ways.
The main objective is to devise a basic organization plan that assigns categories and job descriptions for both principal executives and supporting staff.
MARKETING and SALES TOOLS DEVELOPMENT:
The potential target for funding this endeavor is located within one square mile and collectively houses some of the richest corporations in the US, if not the world. A savvy marketing plan can penetrate and target not only industry categories, locations, and demographics, but in many cases the Corporate principals as well.
Success could very well depend on target penetration, getting the Non Profit and patron business name and purpose out there.
MARKETING and SALES PROGRAMS:
The marketing of HKAA has a wide variety of entry points to engage clients, donors, sponsors and advertisers.
Industry mailing lists **
Internet website exposure via RSS feeds and search engines **.
Internet Messenger board *
Viral campaigns (Guerilla Marketing Techniques) *
Financial Media and magazines (small ads) **
Enroll personal contacts *
HKAA Direct calls *
PR releases and stories for magazines ***
** Moderate cost
*** Costly but effective
Utilizing the low cost initiative first while the other modes are developed is prudent. Each one of the categories above can be facilitated at low costs, most are direct mail opportunities and some may employ friends who wish to support a non profit and earn commissions on funds raised by calling on a selected list or companies they have contact to, or with.
The general costs for rolling out a marketing and sales campaign based on these formats is reasonable. By selecting the lowest cost medium first, it is not costly, and a few donations could amply cover or mitigate the first year’s costs.
The requirements here are simple;
The proper terms and copy are needed for the brochures, postcard invitations, event maps, etc.
We need a talented graphic artist to put together the brochure and a simple website.
HKAA will need people to contribute their expertise, time and effort for spec dollars and possibly later commissions, or remuneration to offset initial costs.
Friends and associates can be in charge of specific marketing areas, such as (Guerrilla marketing) and direct calls.
Savvy Public Relations professional is necessary to garner maximum attention in all possible media, while effectively targeting and honing advertising opportunities and sales pitches for venue expansion.
HKAA’s ultimate success depends on the working and networking relationship and business ethics with its executive staff, which is comprised of Executive, Committee Directors and support staff.
Executive and Staff opportunities:
The HKAA executive structure is comprised of executives and volunteers who have the creative and managerial talents in their fields of endeavor to manage and utilize a small support team. This develops and implement the necessary and ongoing programs to generate revenue streams and support services. To elaborate, this management structure of in-line responsibility keeps a tight grip on expenditures and provides cost effectiveness of productivity and resultant profits, so valuable to Non Profit’s existence.
Executive Positions and Description:
CEO (overall responsibility for organization). Founder/CEO, Mike Felber. Coordination, final decisions, grassroots actions and Management of Co.
COO (administration of corporate programs and internal staff structure in liaison with CEO).
CFO (financial officer). Accounting, finances, books/records, legal filings.
Executive Director of Corporate Operations: Our business mentor will be a a noted consultant who develops business structure, corporate organization, legal applications, and creative marketing concepts.
Committee Dept. Executives and area of Responsibility:
The organization would like to maximize productivity in each area and we will need a team leader and dedicated individuals on the support team in each area.
Director of Sales and Marketing: Covers a broad swath of HKAA future needs described herein–Direct calls, Guerrilla Marketing Campaigns, SEO, perhaps brochures…Works closely with the Web/Social Media and Print Dept.
Director of Special Events and Production: this year mostly the parties with and for artists on 3 nights of the Open Studios. I have a few major and exciting venues we can secure, and creative planning, leadership and day of event coordination and help is crucial.
Director of Sponsorship: Grants, donor and fund raising activities: Securing sponsors and their financial support, private and public funding and grants. Currently local businesses and venues, mainly work with, Map Sites and Venues.
Director of Media Relations: PR and Advertising Professional. Plans, organizes and executes complex multi-media exposure strategy.
Website Master and Social Media Director: Switching to Blogger now, a reliable, creative tech savvy person. Opportunity to LEARN or perfect Blogger free with the Blog Guru and CEO. Web Site, Facebook Flickr created a while back, needs management and immediate updates until festival. Online Store.
Director of Graphic Design: Develop postcards/invitations, Map, and Posters/signs. May advise and assist with layout of HK: documents.
Director, Artist Liaison: Coordinate between artists and venues. Implement schedule and its execution, and handle details preparing venues for Open Studios.
Director of Volunteers: Directs each areas volunteers by function, lists, and recruitment of new Volunteers (Flyers, Craigslist, Backpage…) Organize volunteers and
Director of Public, Tourist, and Street Team Promotions: Recruit public/art hubs and tourist Co. before and DURING event, including distributing maps and postcards.
Director of Print Documents: Two main objectives: immediately develop HKAA Magazine articles and features on emerging artists, sponsors, etc. and be responsible for HKAA documents. Most of the latter are extant and need modification. Consult w/Graphic Design leader on these things.
Director of Venues and Culture: Register prior sites and expand locales for exhibitions and performance-homes, group shows, theaters, business.
Also emphasize large venues, public and outdoors (streets, parks…) for entertainment, showing and selling non-fine arts such as crafts.
Director of Video and Film: Create new HK: feature projects, collect and organize past works. Plenty of archived photos, project w/Blues Music for HK needs action.
The scope of the company and its operations is enhanced by the distinguished business, professional and members of the Seven Arts who will reside on HKAA’s Advisory Board. The advisers represent a diverse and varied cross section from both the financial, visual and performing arts, charitable, legal, accounting, public service, commercial and retail industries. They will provide and apply their individual and collective expertise to guide the company’s development. Highly accomplished individuals in these high profile categories are necessary for their experience and consul. necessary to attract top level Corp. and to establish the credentials for HKAAand there quest for NY State funding and support.
HKAA shall be Responsible for soliciting and engaging the recognized personalities in the community and beyond for inclusion, creative participation, financial support, endorsements and possibly to be actively engaged.
The opportunity exists to build a niche Non Profit that has benefit for all parties, including artist, sponsor, donor and Non Profit. The proper implementation of Marketing and Sales campaigns will produce a revenue stream to subsidize the costs of the Non Profit’s goal to assist the newly emerging artist, create interest in the Clinton neighborhood as a hotbed of creative foment and a respite for a burgeoning population of gifted individuals. This will contribute greatly to New York’s vaunted cultural history while expanding its artists opportunities and fortunes. Unavoidably as well as systematically increasing appreciation for the arts, the area, and its unique regional flavors and extraordinary cache of talent.
792 Ninth Avenue, Suite 3RS, New York, NY 10019