D.A.N.C.

E
DALLAS ANNUAL NEIGHBORLY CONCERT
EXHIBITION

Prepared for
The Dallas Chamber of Commerce

Prepared by:
Jaylyn Niswanger, Nicholas Bounds, Atyrgul Kalchabaeva, and Daniel Fangary

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Table of Contents

1. Introduction.....3
1.1 Objective of Proposal...3
1.2 Why in Dallas? ............3
1.3 The Effects of the Proposal.....3
1.4 Summation of the Proposal.....3
2. Background.......3
2.1 Pet Overpopulation..............3
2.2 Mass Euthanization..........4
2.3 Operation Kindness Mission...4
3. The Proposal........4
3.1 Outline.....4
3.2 The Festival....5
3.3 The social effects on the people of Dallas....6
3.4 The Schedule....6
4. Budget and Staff...8
4.1 Staff.....8
4.2 Budget analysis...10
4.2.1 Revenue...10
4.2.2 Cost Elements.....10
4.2.3 Cost Summary.....12
References.13

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1. Introduction

1.1 Objective of Proposal

In the entry for the Business Gives Back competition, the Project Management Team at Catalyst
Marketing has proposed an event to help raise awareness for mistreated animals in Dallas, and
to eventually solve this issue of animal abuse in our community. The proposal consists of a
festival held in the spring once a year, where 100% of the proceeds would benefit Operation
Kindness.

1.2 Why in Dallas?

Catalyst Marketing is located in Plano, which makes Dallas a perfect location. According to an
article by Sarah Mervosh in Dallas News (2016), A new study of Dallas loose dog problem
estimates that nearly 9,000 dogs roam southern Dallas, quantifying, for the first time, an issue
that has plagued some of the citys poorest neighborhoods for years (p.1). There couldnt be a
more perfect time to hold this festival. Animal neglect and abuse is skyrocketing in Dallas and it
is up to us to raise awareness for this growing issue.

1.3 The Effects of the Proposal

With undertaking this massive festival, Catalyst can educate the community on what a prevalent
issue animal neglect is. Everyone loves festivals, and everyone would love them more if they
knew they were benefitting animals while participating in one! The number of loose dogs in the
community would decrease to a sustainable level, this would ensure that animal shelters are
not overrun with animals.

In addition to providing Operation Kindness with 100% of the proceeds, this festival is meant to
bring the community together in many ways. There will be bands of all kinds, there will be
something there for everybody. This event is about our community getting together and giving
voices to those who cant speak for themselves.

1.4 The Summation of the Proposal

Catalyst Marketing has proposed a festival to raise awareness for animal abuse, neglect, and
euthanization, as well as promoting a sense of community within Dallas. This plan will work
towards promoting adoption for dogs and cats that are in shelters. The festival will target the
younger generation of Dallas, who are the people that can make the biggest impact. The acts in
the festival will be appropriate for all ages and there will be acts for every kind, gender, and
breed. The proposal will encourage attendees to be the change in the community. Adopt. Give
voices for animals who cant change a bad situation they were put in.

2. Background

2.1 Pet Overpopulation

According to DoSomething.org (2017), Each year, approximately 2.7 million dogs and cats are
killed every year because shelters are too full and there arent enough adoptive homes (p.1).

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This issue in our community will only increase if we do not act fast. We are the voice of
tomorrow and we are able to decrease this number with the help of this festival.

2.2 Mass Euthanization

In 2017, the ASPCA stated that, Each year, approximately 1.5 million shelter animals are
euthanized (670,000 dogs and 870,00 cats)... (p.1). There is an issue in our community where
we need to step in.

2.3 Operation Kindness Mission

Operation Kindness is unique in the way they operate. According to their website (2017), The
mission of Operation Kindness is to care for homeless cats and dogs in a no-kill environment
until each is adopted into responsible homes and to advocate humane values and behavior
(p.1). At most shelters, an animal gets a specified amount of time it can be there, if it exceeds
this, the shelter will then euthanize the animal. When you adopt an animal from Operation
Kindness, you are not just saving one life, you are saving two. When Operation Kindness has
an opening in their shelter, they drive around to the neighboring shelters that do euthanize and
get all of the animals on death row and take them into Operation Kindness. This is the reason
we are proposing this festival to honor Operation Kindness. What they do is something special
and its something to take great pride in.

3. Proposal
3.1 Outline
Catalyst marketings answer to these two problems in Dallas is D.A.N.C.E. For D.A.Y.S. (DFD):
Dallas Area Neighborly Concert Exhibition for Dogs Abandoned in Your State. With the annual
impact of DFD, Catalyst Marketing plans to:
- Increase awareness for animal abuse and animal euthanasia in Dallas
- Raise $500,000 through ticket sales for Operation Kindness annually to save animal
lives for a cost of $92,000 each year
- Provide the people of the Dallas-Fort Worth area and beyond with a safe, fun, culturally
diverse festival experience
- Promote cultural and ethnic diversity in the state of Texas

Catalyst Marketings DFD consists of

- 2 Day arts and music festival

- May 20 and May 21 10-am 1-am
- Fair Park
- 3,000-6,000 Attendees
- Local acts, bands, dance groups, and
performances from ethnic and social
organizations from surrounding universities
(University of Texas schools, University of North
Texas, etc.

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 - Festivals overall theme is cultural and ethnic diversity, cultural appreciation, and social
positivity.
- DFD will provide established groups such as university students, social organizations, and
animal advocates with volunteer opportunities for service hours and complimentary
access to the festival and free gifts.

3.2 The Festival

D.A.N.C.E. for D.A.Y.S. (DFD) stands for Dallas Area Neighborly Concert Exhibition for Dogs
Abandoned in Your State. This proposed annual event, hosted by Catalyst Marketing, is a 2-day
outdoor music, arts, and culture festival in Fair Park, Texas on May 20 and May 21 10:00am to
1:am.

The thing that makes DFD unique from other outdoor festivals such as Coachella or Free Press
Summer Festival (large, multiple stage venues with high paid acts, expensive ticket prices and
an unwelcoming and hostile atmosphere) consists mainly of local acts and participating social
groups that are normal members of the Dallas-Fort Worth community.

The content of the performances will vary greatly, but all acts will be generally appropriate for all
ages. Coupled with DFDs large security budget, this creates a safe, positive atmosphere safe

for the entire family, limiting the number of negative interactions with rowdy or rude festival
attendees as much as possible. DFD stresses positive community engagement and
acceptance.

Festival attendees can expect to see the more underground and experimental end of the
musical spectrum, showcasing as many diverse acts as possible such as indie rock bands,
spoken word poetry, hip-hop dance groups, and cultural performances from organizations like
the Mexican American Student Association at the University of Texas at Dallas. The
announcers/hosts of the program (Catalyst Marketing and Operation Kindness) will conduct
transitions and occasionally speak to the audience, providing facts and statistics and introducing
acts to ensure that the festival flows smoothly and that the messages of positivity, acceptance,
diversity, and the goals of Operation Kindness are effectively communicated. Another extremely

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positive aspect of DFD is its financial self-sustainability in addition to positive social and
environmental benefits.

3.3 The Social Effect on the People of Dallas

The Dallas Fort Worth area is one of the most diverse major cities in the United States with one
of the largest historically Hispanic populations in the nation, however many ethnic groups are
still culturally underrepresented and underappreciated in
society. The presence of DFD will help to mend the gap
between the different ethnic groups in the DFW area by
promoting acceptance through shared areas of interest
such as music, dance, and the arts.

An increase in social acceptance and community

engagement will have a positive effect on the
community, lowering high crime rates and resulting in a
better social atmosphere for the Dallas Fort Worth area.

3.4 The Financial Effect on Dallas

The estimated money raised for Operation Kindness based on 5,000 attendees is $418,350. All
revenue numbers are estimates since ticket sales are a variable. If DFD is financially
successful, it is planned to be an annual event each spring and will grow in the future.

3.4 Sample Schedule of Events

Since DFDs content and acts consist mainly of local talent, the performing acts will vary greatly
each year based on participation and scheduling. Each day of the festival will be loosely
separated into themes to maintain the captivation of the audience. Below is a brief sample of
what a single day of DFD will consist of.

10:00 AM - 1:00 PM: Opening acts and festival intro

Introduction of festival
Act 1 (Country band)
Act 2 (Mariachi band and dance routine)
Texas-based rap and hip-hop dance duo

1:00 PM - 5:00 PM (EDM/ techno Themed)

Local EDM artists
EDM themed dance
EDM/Alternative mashup

5:00 PM- 11:PM (variety)

Experimental Pop band

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 Spoken word poetry
Indie Rock band
Brief intermission and word from sponsor
Japanese Breakdancing Crew from the University of Texas at Dallas
Alternative R&B and Jazz performance
Traditional Tibetan Flute Playing

11PM- 1:00 AM (Contrasting cultures)

Scottish bagpipes exhibition
1920s American swing duo/ Piano recital
African percussion performance
Sign language rap battle
Closing ceremony

4. Budget and Staff

4.1 Staff
There are numerous parties who contribute to the annual festival, such as musicians, retailers,
contractors, vendors, individual workers, and many others. However, it is a relatively small
group of individuals who are actually employed year round by Catalyst Marketing who are
responsible for coordinating the festival itself. There is no need for all those parties to be
employed by our company all year, except for the small period needed to prepare for the event
as well as put it on. It is for this reason the staffing for the entire company is split into three
classifications: Executive Staff, Main Staff, and Event Staff.

The executive staff consists of the necessary positions and titles required by law to form a
corporation or limited liability company in the State of Texas, and the individuals who possess
those titles, or shared interests, make up the Board of Directors for Catalyst Marketing. These
positions might include titles such as the Chief Executive Officer, or President; the Chief
Financial Officer, or Vice President; the Secretary, or Treasurer. In addition to these titles, there
will also be a Director of Technology included in the executive staff. This is because technology

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has become more important than ever to the competitive advantage of a company, therefore the
Board should include an IT expert in order to advise in the direction of the company.

Separate from the executive staff, there are several important individuals who are in charge of
different areas of the company and the annual exhibition, but might not be included on the
board. It is these people combined with the executive staff that makes up the main staff. The
most likely positions are the Senior Planner, Head of Security, Operations Manager, Head of
HR, and Chief of Marketing. Also note that it is possible for one individual to be employed as
both a member of the board and also one of these positions. For example the secretary might
also carry the responsibilities of HR, or the chief officer might also be the operations manager.

The Senior Planner is in charge of booking and coordinating all the acts in the festival, and
making sure all the people involved follow the timeline of the event so everything is on schedule.
The Head of Security is in charge of selecting and hiring the security team, which will monitor
the different areas of the site to ensure no performer or attendee is harmed. The security team
is also responsible for preventing any crime detrimental to the event itself or to individuals such
as theft.

The Chief of Marketing directs the marketing strategy for the event in the months leading up to
it, as well as promoting the event year round during seminars to raise awareness for the
charitable cause, or other related events. The Operations Manager works with the senior
planner, but controls all operations not directly involved with the show, stage or the acts. This
will likely mean overseeing all food preparation and retail operations on site, including managing
any necessary inventories, hiring event staff employees, and checking the vendor and retailer
licenses and certifications to make sure they are in compliance with city ordinances. In addition
to the positions just mentioned in both the executive and main staff groups, each person may
take on assistants to help carry out his or her tasks. These permanent assistant positions will
also be considered part of the main staff.

Hiring in preparation for the event will start on the first of July. The main staff will take on extra
temporary assistants to help with extra work such as writing and sending emails, checking in
with third parties to confirm for the event, conducting interviews, and any other needs the staff
members may have. Each department will then begin hiring all the personnel and contractors
that will be employed during the set days of the festival. All of these people are hired to work
only the event and afterwards their employment with the company is ended. All of these
temporary workers are considered to be part of the Event Staff, and they make up the bulk of
the workforce.

The event staff is likely to be broken up into teams according to department, and their size will
be determined by necessity and by the size of the venue site. Cashiers will be needed to take in
sales for tickets, food and drink, as well as retail products and souvenirs. These cashiers will
also need to be supervised. As for ticket sales, most will be taken by phone or through online
services, but there should still be a booth with cashiers to sell tickets on site. Cleaning teams
should be staffed with enough workers to sufficiently keep all walkways clear of trash, and trash

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bins changed frequently. The security team, or teams, should be staffed with enough personnel
in order to be able to survey all areas of the event continuously for any safety hazards.

All security personnel will be trained by the head of security in safety procedure, as well as
situational procedure. These procedures are created and reviewed by the board members with
the cooperation of the head of security. Stage workers, music and lighting technicians will work
directly for the senior planner, and any technicians that work for the musicians must go through
him or her.

4.2 Budget Analysis

The budget section provides necessary costs associated with D.A.N.C.E. Festival project. Costs
for the project have been itemized in this section and justification has been provided for each
revenue and cost element. The budget covers the period of performance for the project: six
months of effort and two days of the event.

4.2.1 Revenue
Revenue and costs are generated for 5,000 attendees. Income will come from ticket sales,
sponsor deals, and advertisement fees. Admission will be approximate $50 per day and $100
for two days. The ticket sales for 5,000 attendees each $100 will increase income for
$500,000.00. Sponsorship and underwriting will be actively pursued and allow for more
advertising to arrive at a better break-even point. The sponsor deals have three categories
starting with bronze for $1,000, silver for $2,500, and gold for $5,000. Festival target is to get at
least one bronze and one silver sponsorship deals which will bring another $8,500 income. In
addition, the festival team plans to attract companies for advertisement revenue around $1,500.
In total, the estimated revenue is $510,000. Furthermore, any government or city administrative
fee waiver or discount will be considered as revenue and will be added to other income section.
4.2.2 Cost Elements
The following are necessary cost elements of the Project:

I. Salaries and wages

Most of the budget will go to salaries and wages of administrative personnel, hourly personnel,
and one time cost such as consultant fee and security contracts. However, our festival will not
pay talent performance fee due to good cause project and performance fee will be added to
other income section. The project team will hire 100 site crew for two days, 10 hours each
person with the minimum wage of $8.50 per hour in total of $8,500 salary expense. Total
salaries and wages expense is $50,000 where $8,500 will be paid to hourly personnel and the
rest will be paid to one time fees and administrative personnel.

II. Employee benefits

Employee benefits include two-day meals and t-shirts for hourly personnel and volunteers. For
example, 100 site crew and 50 volunteers will have $20 each in a total of $3,000 expense.

III. Contracted services

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Contracted services include one-time administration fees such as application fee, permit for
festival operation, insurance, fair park field fees, and parking fees. Other staffing expense
consists of one time services for setup stage such as electrician and stagehands.
Other sections such as travel and transportation, supplies and materials, equipment,
miscellaneous are provided in detail below.

All costs below are estimates; these will be finalized into actuals
FESTIVAL EXPENSES at time of settlement.

Supplies & Materials Cost: Equipments Cost:

Banners / Signage $1,000.00 Music instruments $1,500.00

Barricade - Stage $1,000.00 Stage Lighting $1,000.00

Barricade - Street & ROW $1,000.00 Stage Sound $2,500.00

Box Office $300.00 Stage Video $1,000.00

Box Office Set Up $200.00 Stage Rental $4,000.00

Trash cans, liners, bins $300.00 Contracted services Cost:

Decorations - Dressing
Room/Stage $300.00 Other Staffing $1,000.00

Permits - ROW / Road

Dumpsters $500.00 Closures $500.00

Expendables $500.00 Insurance - general liability $2,000.00

Fence $1,000.00 Miscellaneous Cost:

Forklifts $1,000.00 Cleaning service $1,000.00

Generators / Distro $1,500.00 Trailers (offices) $1,500.00

Golf Carts $1,000.00 Weather Service $500.00

Portable Toilets $3,000.00 Travel and Transportation Cost:

Site barricade / cones / plywood /

gp $1,000.00 Hotels $2,525.00

Tents / Tables / Chairs / Linens $2,000.00 Flights/ Car Service $2,525.00

TOTAL FESTIVAL EXPENSES $48,700.00

TABLE CREATED BY ATYRGUL KALCHABAEVA

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4.2.3 Cost Summary
Given the above, the total cost for the Project is estimated as follows: Net Ticket Sale $500,000;
Net Ancillary Revenue $10,000; Total Festival Expenses $91,650. The estimated profit for 5,000
attendees will be $418,350. All revenue and costs are estimates; therefore, the numbers will be
finalized into actuals at time of settlement. All profit from the festival will go to charity. If the
D.A.N.C.E festival will be successful, project team would like to see it happen every Spring and
drive visitors to the area.

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 References

About Us. (n.d.). Retrieved April 28, 2017, from

http://www.operationkindness.org/opk/?page_id=76

Mervosh, S. (2016, August 04). Nearly 9,000 dogs roam southern Dallas, bites spike
15% each year, study finds | News. Retrieved April 27, 2017, from
https://www.dallasnews.com/news/news/2016/08/04/study-nearly-9000-dogs-roam-
loose-southern-dallas-bites-spike-15-percent-year

Mitchell, Z. (2015, August). The Boom in Outdoor Festivals. Retrieved April 27, 2017,
from http://www.thembj.org/2015/08/the-boom-in-outdoor-festivals/

Pet Statistics. (n.d.). Retrieved April 27, 2017, from https://www.aspca.org/animal-

homelessness/shelter-intake-and-surrender/pet-statistics

Portable Restrooms Rentals in Dallas-Fort Worth. (n.d.). Retrieved April 27, 2017, from
http://www.mmgbcs.com/portable-restrooms
Stadium People Dallas Event Staffing. Retrieved April 27, 2017, from
http://www.stadiumpeople.com

Shah, A. (2017, February 01). Cultural diversity: Why we should respect other cultures
Retrieved April 27, 2017, from
https://www.dallasnews.com/opinion/commentary/2017/02/01/respecting-cultures-
makes-american-american

Victor, D. (2016, August 05). Thousands of Roaming Dogs Are Cited as Problem in Poor Areas
of Dallas. Retrieved April 27, 2017, from
https://www.nytimes.com/2016/08/06/us/unattended-dogs-in-dallas.html?_r=0

11 Facts About Animal Homelessness. (n.d.). Retrieved April 27, 2017, from
https://www.dosomething.org/facts/11-facts-about-animal-homelessness

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