SCSF

SCSF
SCSF
SCSF
SCSF

St. Clair Superior Festival

Prepared for: St. Clair Superior Development Corporation

Prepared by: Justin Sheil

Table of Contents
Research Activities

Situation Analysis

Problem & Solution Statements

Audiences

Objectives

10

Key messages

11

Strategies

11

Tactics

12

Workback

13

Budget

14

Evaluation

15

research Activities
The research conducted for this event plan mainly involves information provided on the St. Clair Superior
Development Corporations [SCSDC] website explaining the many existing projects and initiatives in place
within the St. Clair neighborhood. Many different sources are incorporated to demonstrate the event plans
relevance to the neighborhood and the tangibility of such an event based upon the success of existing
projects. Additional sources outside the SCSDC website are incorporated to give perspective on the neighborhoods population and its existing reputation among local news media.

Secondary Research
About Us. St Clair Superior Development Corporation. Web. 06 May 2014. <[Link]
Findings:
The organizations purpose is to function as a community organization that serves the
needs of the St. Clair Superior neighborhood and create an impact on the community
The service area extends from East 30th Street on the Western boundary to Martin Luther
King Boulevard as the Eastern boundary; South to Superior and Payne Avenues and North
to the Lake in Cleveland, Ohio
Mission and Services. St Clair Superior Development Corporation. Web. 06 May 2014. <[Link]
[Link]/about-us/mission>.
Findings:
The SCSDCs mission is to guide neighborhood transformation for residents and business
in its community
The SCSDC has services in the following areas: community involvement, housing services,
housing development, commercial services, industrial programs, arts and culture, and
youth programs
Projects & Initiatives. St Clair Superior Development Corporation. Web. 06 May 2014. <[Link]
[Link]/about-us/projects-initiatives>.
Findings:
The SCSDC has a variety of different ongoing projects that aim to develop a distinct cultural identity for the area and showcase the diversity of the neighborhoods citizens
These projects and initiatives include:
Upcycle St. Clair, The Cleveland Flea, Year of the Zodiac Project, Edible History, AsiaTown
Cleveland, Night Market CLE, MyCom, The Code Enforcement Partnership, St. Clair Superior Security Program, LoftHome, Urban Grazing Program
The Cleveland Flea [[Link]
The Cleveland Flea is a monthly urban market event at which vendors sell
handmade artisan goods, architectural salvage, vintage clothing, books,
baked goods, and fantastic flea finds
The events also have workshops in which the artisans interact and teach certain skills to event attendees
The Cleveland Flea is mentioned as one of the 365 things to do in Cleveland
in 2014 by [Link] [[Link]
ssf/2014/01/365_things_to_do_in_cleveland_1.html#incart_river_default]

Year of the Zodiac Project [[Link]

A public art campaign celebrating the Lunar Chinese Year
2014 commemorates the Year of the Horse
Fiberglass horse sculptures will be installed throughout the neighborhood to
reinforce city-wide cultural awareness
Edible History [[Link]
A project aimed at restoring vacant historic structures and turning them into
food cooperative distribution centers
The restored home would also provide learning studios for cooking classes,
health and wellness seminars, and healthy eating classes for youth
AsiaTown Cleveland [[Link]
AsiaTown Cleveland is the campaign responsible for Cleveland Asian Festival
It is the fastest growing festival in Ohio with over 38,000 attendees in 2013
The event features Asian cuisine, a world marketplace, cultural performances,
martial arts demonstrations, free health screenings, a childrens activity area,
eating contests, a free tour of AsiaTown, and a Colors of Asia fashion show
Night Market CLE [[Link]
A campaign designed to highlight different sections of AsiaTown and the
Quarter Arts district
Aims to provide a fusion of ethnic eats, wares, and entertainment while allowing the public to explore the local art culture
MyCom [[Link]
The youth development initiative prominent within the neighborhood
It sponsors all annual SCSDC youth events, meetings, and activities
The Code Enforcement Partnership [[Link]
Collaborative effort between the City of Cleveland and neighborhood community development corporations to identify problem properties in the neighborhood
Works to avoid housing code violations and treat vacant and abandoned
housing units
St. Clair Superior Security Program [[Link]
Partnership between Tenable Protective Services and the SCSDC
A private security option for neighborhood businesses to make the neighborhood safer and uphold a higher standard of quality of life
LoftHome [[Link]
A home renovation model that reinvents outdated space layouts in order to
make older homes appealing and practical for modern living
Involves renovation processes that cost a little more than the amount it would
take to demolish a vacant property; between $10,000 and $15,000
Open floor plans are more sustainable and require less electrical, heating and
duct work as well as fewer materials for flooring, walls and other interior needs

Urban Grazing Program [[Link]

Partnerships with Urban Shepherds which uses sheep to maintain vacant land
More ecologically sound than traditional mowing and much cheaper
St Clair-Superior Neighborhood in Cleveland, Ohio (OH), 44103, 44108 Detailed Profile. St Clair-Superior Neighborhood in Cleveland, Ohio (OH), 44103, 44108 Subdivision Profile. [Link], n.d. Web.
06 May 2014. <[Link]
Findings:
Provides statistical information about the neighborhoods demographics, economy and
population
32.6% of all households are single-mother households
Crime index of 738.6 in 2010 compared to national average of 266.4
Percentage of population below the poverty level is 44.4%
Median household income $20,901 compared to $43,603 for Cuyahoga County
St. Clair Superior Real Estate [[Link]
pt/2241_rid/41.527833,-81.632227,41.518644,-81.642998_rect/15_zm/]
Findings:
A Zillow search for the neighborhood shows approximately 100 foreclosed houses demonstrating the poor housing situation in the area
Litt, Steven. St. Clair Avenue Is Poised for Revival as Clevelands next Example of creative Placemaking [Link]. The Plain Dealer, 01 October 2013. Web. 06 May 2014. <[Link]
com/arts/[Link]/2013/10/st_clair_avenue_is_poised_for.html>.
Findings:
SCSDC wants to build on existing businesses and augment the neighborhoods identity by
turning into a regional center for upcycling
St. Clairs proximity to downtown, University Circle and the East 72nd Street exists off I-90
provides potential to draw customers and visitors from around the region
Police raids in the middle 2000s removed drug gangs that once infested the neighborhood
Foreclosures and abandonment left scores of houses vacant during the recent recessions,
which created new settings for crime
Smith, Robert L. Clevelands Old Slovenian Neighborhood Eyes a Popup Revival. [Link].
The Plain Dealer, 13 Aug. 2012. Web. 06 May 2014. <[Link]
ssf/2012/08/clevelands_old_slovenian_neigh.html>.
Findings:
SCSDC in partnership with the Urban League of Greater Cleveland sponsored business
incentives to welcome merchants to a two-block stretch of St. Clair
Hopes to spark interest and create foot traffic that supports neighboring businesses
Goal to stitch together merchant businesses and create a central business district
Sheil, Justin. Architecture Students Work toward Redeveloping Cleveland House. [Link]. 4
Mar. 2014. Web. 06 May 2014. <[Link]
Findings:
Kent State University currently has a third-year design studio course for architecture
students that involves students designing actual renovations for a house in the St. Clair
Superior neighborhood

situation analysis
Client Description
The St. Clair Superior Development Corporation [SCSDC] is
a nonprofit organization that works to increase economic and
cultural development in the St. Clair Superior neighborhood
in Cleveland. The neighborhood area extends from East 30th
Street on the Western boundary to Martin Luther King Boulevard as the Eastern boundary; South to Superior and Payne
Avenues and North to the Lake in Cleveland, Ohio.
SCSDCs mission is to guide neighborhood transformation
for residents and businesses in our community. The organization has a number of existing programs designed to rejuvenate the neighborhood in the following areas: community
involvement, housing services, housing development, commercial services, industrial programs and arts and culture.
A staff consisting of individuals with the roles of executive
director, assistant director, community organizer, industrial/
commercial manager, project coordinator, business manager,
housing manager, youth development manager and Upcycle
St. Clair project manager and coordinators serve the SCSDCs full time needs in making the neighborhood a premier
community within the Northeast Ohio region. A board of directors comprised of thirteen passionate members from a
variety of different professions also work in leading the SCSDCs decisions.
Upcycle St. Clair, one of the SCSDCs flagship programs, is
a creative-based campaign funded by ArtPlace to create a
vibrant culture within the St. Clair neighborhood. It is rooted
in the concept of upcycling, which is the process of creating
something in higher quality than the original. This term can
be applied to the many creative practices employed by the
neighborhoods plethora of artisan merchants, but it can also
be applied to the neighborhood as a whole. SCSDC is rooted
in reclaiming the neighborhoods potential lost through years
of declining industrialism and foreclosing homes. The SCSDC hopes to use the neighborhoods diverse and creative
citizens to upcycle the entire neighborhood as a whole and
creatively engage its potential.

A map showing the St. Clair Superior

neighborhoods location within the city of cleveland.

The collective upcycle pop-up shop can be found at

6202 St. Clair Ave.

Key Problems
The St. Clair Superior neighborhood is plagued by many
empty storefronts and vacant homes. The recent recession
hit this area particularly hard, forcing many residents to abandon their homes. Inhabitants of the neighborhood have an
average median income of $20,901 compared to the state
average, which is $46,093. Meanwhile, 32.6 percent of all
households in the neighborhood are single-mother households and 44.4 percent of the neighborhoods residents live
below the poverty level. A crime index of 738.6 in 2010 compared to national average of 266.4 for that same year indicates there is work that needs to be done to make this a safer
area. The SCSDC already has the St. Clair Superior Security
Program in place to provide businesses with a private security option as an initiative to enhance the neighborhoods
quality of life.
A larger problem that the statistics do not clearly indicate is
the neighborhoods underutilization of its potential. The St.
Clair neighborhoods proximity to not only downtown Cleveland, but also the University Circle district make this area a key
figure in revitalizing Cleveland as a whole in a post-Industrial
climate. The neighborhood is also in a prime location near the
East 72nd Street exits off I-90, which would potentially provide the potential to draw customers and visitors from around
the region due to the easy access from interstate travel. Enhancing the St. Clair neighborhood would greatly impact the
city of Cleveland as a whole and in turn have a major impact
on the Northeast Ohio region.

Abandonded homes like the one pictured above are

common sights throughout the neighborhood.

problem Statement
The St. Clair Superior Development Corporation seeks to increase awareness about the importance of revitalizing its poverty-stricken neighborhood among residents of both Cleveland and
the Northeast Ohio region. The St. Clair neighborhood is abundant with abandoned homes
and lacks a prosperous economic sector, which induces the SCSDC to also seek an increase in
donations, which would allow for the organization to increase efforts that would allow the neighborhood to achieve its maximum potential as an urban center connecting downtown Cleveland
to University Circle.

solution Statement
Holding a street fair called St. Clair Superior Festival [SCSF], which combines many of the SCSDCs existing programs with the neighborhoods unique characteristics, as a fundraising event for
existing residents to celebrate their identity and an opportunity for the SCSDC to showcase the
neighborhoods potential to Northeast Ohio residents.

audiences
Primary Audiences
St. Clair Superior neighborhood residents
Since the event is designed to benefit the St. Clair Superior neighborhood,
it only makes sense that those living there now would be a priority to consider attending. It is important to target neighborhood residents because
this event will help establish a sense of pride about the area and also because they have the potential to act as ambassadors for the SCSDC. Unscripted interaction with those coming from outside the neighborhood for
the event could potentially create meaningful interaction and inspire outsiders to consider helping.
Upcyclers, artists, thrifters
The St. Clair community has creativity and adaptive reuse themes embedded into its identity due to existing SCSDC programs like Upcycle St. Clair,
The Cleveland Flea, Edible History and the Year of the Zodiac Project. These
programs and events already attract considerable amounts of visitors to the
neighborhood on a monthly basis. It will be essential to utilize the network
established by the SCSDC-sponsored monthly Cleveland Flea event to create buzz among those interested in the upcycling movement to attend the
SCSF event. It is essential to target both artists living inside and outside
the neighborhood to help establish the neighborhoods unique upcycle art
movement within the greater Northeast Ohio artistic community.
Foodies
Foodies are an important audience to consider because the neighborhood
is home to Clevelands AsiaTown district, which is known for its high number of restaurants specializing in different types of Asian cuisine. Foodies
familiar with the Cleveland Asian Festival will be important to target as the
event is highly attended (over 38,000 attendees in 2013). The neighborhood is in need of establishing more restaurants outside of the those thriving in AsiaTown, so the event can focus on potentially courting outside
vendors that participate in the events Taste of St. Clair Superior as candidates to establish permanently within the neighborhood. Outsider vendors
could also potentially bring more event attendees if they publicize they will
be in attendance to their followers.
Architects & contractors
Various creative housing rehabilitation programs are already in place within
the neighborhood such as Charles Scaravellis LoftHome program and a
Kent State architecture studio courses design-build program. Representatives from either of these programs could be available to discuss opportunities for others in the industry to start renovating abandoned foreclosed
homes in the area at the event.

Secondary Audiences
News Media
While the existing SCSDC programs have an already established network
that could potentially yield a high number of event attendees, it will be important to consider traditional media as a way to promote the event to the
public. The event at its core is a fundraiser with hopes that rebuilding a
neighborhood will help rebuild Cleveland as a whole. This message is one
that local media should be excited to discuss, so it will be important to write
and disperse appropriate press releases to maximize coverage.
Local Government
Local government regulations could have a major impact on the neighborhood. There are existing concerns about safety in the area, so the event will
hope to draw considerable attention from government officials to increase
the resources allocated for enhancing the neighborhoods quality of life. Additional exposure could also allow for local governing bodies to pass legislation that could aid the SCSDCs existing programs and initiatives or even
provide funding for new ones.
Anyone Else
While the intent is to target particular individuals based upon a pre-existing
interest that is represented in event activities, the event welcomes any member of the public that wants to attend and contribute to the SCSDC.

Objectives
Raise

$100,000
for the St. Clair Superior Develop-

ment Corporation by holding the

SCSF event on Saturday, July 12,
2014.

Increase

awareness
of the St. Clair Superior Development

Corporations efforts to rehabilitate its

neighborhood by 30% among those
who attended the SCSF event one
week after its conclusion.

Reasoning
While $100,000 may seem like a great deal of money, it is not a great deal
when one considers the multitude of different areas in which it could make a
difference within the neighborhood. For instance, $100,000 could cover the
costs of renovating ten houses and making them livable, sustainable spaces.
Many of the abandonded homes are in need of work and this amount of money could rapidly transform an entire block within the neighborhood.
The 30 percent increase in awareness was chosen as a baseline measurment
upon which the SCSDC can continue to work to increase awareness of the
importance in revitalizing the neighborhood. Contingent upon its sucess, the
event is intended to be an annual event at which the SCSDC can continue to
promote its efforts year after year. Since it is difficult to measure awareness,
an online survey will be sent out to eventgoers a week after to survey those in
attendance about their knowledge of SCSDC before and after the event. More
detailed information about this survey can be found in the section of this event
plan pertaining to evaluation and measurement.

10

Key messages
rebuilding st. Clair Superior is Rebuilding Cleveland
This messge is designed to communicate that helping the [Link] Superior neighborhood links back to an overall ongoing effort to revitalize
Cleveland as a post-industrial city. This is the most important message to
communicate as it provides the most compelling call to action for outsiders that still root for Clevelands success.
#ThisisStClair / #ThisisCLE
This message is intended for use on social media platforms such as Twitter and Instagram in which users have hashtag capabilities. #ThisIsCLE is
an existing hashtag campaign that aims to restore pride among the citys
inhabitants. The #ThisIsStClair hashtag is designed to be used similarly
or even in conjunction with #ThisIsCLE to reinforce a sense of pride in
the neighborhood.
help an emerging Neighborhood by attending SCSF
Emerging neighborhoods are those that demonstrate potential to become the next thriving hotspot in an urban center. Tremont and Ohio City
have already demonstrated their capabilities as emerging sectors and
now its time for St. Clair Superior to showcase its potential. This event
will help put the neighborhood on everyones radar.

Strategies
Traditional Media

Traditional media such as print and broadcast news coverage, radio

PSAs, fliers and posters will be used to disseminate key messages and
event information.

Social Media
Social media platforms such as Facebook, Twitter and Instagram will be
used to interact with participants of pre-existing SCSDC programs such
as the Cleveland Flea, Cleveland Asian Festival and Night Market CLE in
an attempt to encourage them to attend SCSF.

Face-to-Face
Event hosts and MCs will further communicate key messages to the audiences in conjunction with facilitating the event on the day of the event.

11

Tactics
SCSF Event
The event entitled St. Clair Superior Festival (SCSF) will be a fundraiser drawing inspiration from the areas
unique diversity. The St. Clair Superior neighborhood is home to Clevelands AsiaTown and it also has a deep
history of being home to the citys Slovenian immigrant community. Furthermore, there are a number of artists
and merchants that have moved into town and are already implementing upcycling efforts to creatively engage the neighborhoods resources.
SCSF will be a street fair that incorporates an art auction, live entertainment, local vendors, and a food festival
to celebrate the St. Clair Superior neighborhoods unique, culturally diverse identity. It will be held on Saturday,
July 12, 2014 on Bonna Avenue between E. 55th Street and Norwood Road and will run from 11 a.m. to 10
p.m. The event is intentionally being held within the neighborhood so residents can celebrate their cultural
identity and outsiders are able to witness the areas incredible potential. Admission is free and the fundraising
aspect of the event will come in the form of the art auction, food festival and merchandise sales.
ARt Auction
Many artists have moved to the neighborhood which houses a number of
art galleries and other creative spaces. Due to the high volume of artists
in the neighborhood, an art auction would not only raise money for the
SCSDC, but also showcase the talent of the local artists. The art auction
is mostly aimed at the thousands of outsiders who attend the monthly
Cleveland Flea events. The auction would allow for those bidding to acquire unique art pieces and give back to the community at the same time.
Taste of St. Clair Superior
This element of the event will function as a food festival at which both
vendors from inside and outside the neighborhood may come and partake
in the event. Thirty percent of all food sales will go directly to the SCSDC
while vendors will be able to keep the remaining seventy percent. Percentof-sales methods like these are common among food events and are not
likely to discourage vendors from participating. St. Clair Superior is home
to Clevelands AsiaTown district, which has its own popular Cleveland
Asian Festival. SCSF aims to capture some of the hype around the areas
Asian cuisine to attract outsiders to attend.
SCSF Merchandise
A limited edition SCSF t-shirt featuring the event poster will be sold at at a
merchandise booth found at the event. All proceeds from the sale of the
shirts will go directly to the SCSDC. The sleek, modern look to the shirt is
intended to create buzz among event goers in their twenties and thirties in
a way that they will anticipate the sale of these limited shirts in subsequent
years.

12

Workback
Task

Days Before/After

Due Date

Choose fundraising specific elements

Determine event objectives

340
340

8/6/13
8/6/13

Logistics
Choose location
Meet with potential sponsors
Location walk through
Contact stage/tent rental
Begin to seek out food vendors
Contact police for event security

300
320
280
280
280
300

9/15/13
8/26/13
10/5/13
10/5/13
10/5/13
9/15/13

Promotion
Draft promotional messaging
Finalize promotional deliverables
Send out initial press release/PSAs
Begin social media campaign
Start email blasts
Seek event volunteers/coordinators

250
225
60
180
180
180

11/4/13
11/29/13
5/13/14
1/13/14
1/13/14
1/13/14

Event Content
Find art pieces for art auction
Confirm vendor final list
Order SCSF t-shirts
Finalize order for stage/tent rental
Finalize event details

180
200
80
80
60

1/13/14
12/24/13
12/24/13
4/23/14
5/13/14
7/12/14

Event Day
Post Event
Begin social media recap of event
Email survey to those in attedance
End social media recap

3
7
14

7/15/14
7/19/14
7/26/14

13

Budget
Audio/Visual & Technical

$5,000

Sound system, microphones, music, set-up, delivery, on-site staff, projection screens, projectors
Food Vendor accomodations

$5,000

Booths, tents, generators, ice, staffing charges

Parking

$2,000

Attendants, signage, space

Printed Materials

$2,500

Posters, fliers, brochures, informational pamphlets, t-shirts

Publicity/Marketing

$2,500

Promotional item design costs, advertisement fees

Rentals

$5,000

Tables, chairs, tents, stages

Total = $22,000
Sponsorhips
The SCSDC currently has a wide network of sponsors for its various programs and initiatives. The SCSF event intends on utilitizing these existing
ties to fund the event. Such sponsors include:

Cleveland Clinic
Dominion

VIP Building Exterior Contractors

ArtSpace Cleveland

Media Design Imaging

Horseshoe Casino

Cleveland Public Power

Third Federal

Key Bank

State Farm

14

Evaluation
Measuring the Objectives
The first objective of reaching $100,000 raised from the event
alone will be measured by seeing how much money the event
actually raises once it concludes.
The second objective of achieving a thirty percent increase
in awareness of the SCSDCs efforts to revitalize its neighborhood will be measured by a follow up survey sent out one
week after the event concludes. Event goers will encounter
individuals at various booths taking names and email addresses to join the SCSDCs mailing list. The survey will contain questions that examine the event goers knowledge of
the SCSDC before and after the event.

15