One of the most exciting marketing and public relations projects for park districts and recreation agencies is a grand opening celebration. Grand openings allow you to use almost every item in your promotional toolbox and involve nearly every agency staff member. By designing your promotional concept around the facility’s purpose, its name, or an appropriate recreational or seasonal theme, you can be as creative as your budget will allow.

Indoor Sports Center
At the Decatur Park District plans are being finalized for the opening of its new 82,000-square-foot indoor sports center, which will be dedicated with two separate events. The first celebration will be a Hard Hat “soft” opening for community VIPs in late May.

“This event will provide invited community leaders a sneak preview of the new facility, which was built through a partnership with Millikin University,” says Judy Locke, president of the Decatur Parks Foundation and the Decatur Park District board.

Blueprints of the facility will be displayed on easels throughout the area so guests can see what the finished facility will look like. Park district staff will wear hard hats and be stationed at various points of the sports center. A golf shirt inscribed with the facility name will be given to each guest. Entertainment and refreshments will also be featured at this special after-hours event.

The official grand opening for the public and media will be held in mid-summer. Media coverage, advertisements, flyers and posters will be utilized to persuade people to attend the opening. Upon arrival, attendees will be encouraged to try out various activities including basketball, volleyball, golf, and more. Park district performing groups will provide entertainment. Door prizes and refreshments prepared by the district’s restaurants/catering services will complete the celebration. The district plans to use this opportunity to cross-promote its riding stables, bike trails, golf courses, and other facilities.

Re-opening a Recreation Center
A grand re-opening of a renovated and expanded recreation center at the Bolingbrook Park District last October incorporated some innovative promotional activities.

“Celebrities from around the world were invited to acknowledge the opening of the 46,000-square-foot Annerino Community Center,” says Ray Ochromowicz, Bolingbrook’s director of park and recreation.

Letters, pictures and video tapes were received from nearly two dozen celebrities including columnist Bob Greene, Ben and Jerry, Anthony Hopkins, radio personality Rick Dees, Charleston Heston, coach Lou Holtz, Sally Jesse Raphael, Carl Reiner, Sr., Tim Conway, Arnold Palmer, Charles Schultz, Craig Statler, Richard Petty and Donna Karen. These acknowledgments were showcased during the event.

Invitations to the grand opening were designed with a picture of the building on the cover. At the opening, a festive atmosphere was created with music by the high school band, a color guard, balloons and decorations. After a brief ceremony, the 500-plus guests were invited to enjoy free demonstrations, classes, workout sessions, and use of the spa, racquet ball courts and other facilities.

Custom-made fortune cookies with special messages were used as giveaways. Nine out of ev-

41 | Illinois Parks and Recreation | May / June 2000

Water Parks
Two Chicagoland agencies, Itasca Park District and Summit Park District are using a wide array of innovative ideas in planning the grand openings of their new waterparks, both scheduled to open Saturday, May 27.

Itasca Park District’s grand opening will celebrate the completion of phase I of its newly renovated waterpark. The renovation consisted of removing the existing kiddie pool and replacing it with a 5,000-square-foot zero-depth pool with family interactive play equipment, three slides, a rain drop, lemon drops, funbrellas, palm trees, gift bricks and more, and sporting a Caribbean theme throughout.

The project was partially funded by an Open Space Lands Development (OSLAD) grant, a variety of fund raising campaigns, and sponsorships. An Adopt-a-Palm Tree program raised $5,400 from business and community groups to cover the cost of purchasing palm trees. Each donor group will be recognized with a plaque placed on the palm tree they adopted. The Waterpark Gift Brick Program appealed to patrons, community groups and businesses who purchased gift bricks that will be installed prior to the grand opening. Maryfran Leno, Itasca Park District aquatics and public relations supervisor, estimates that 90 percent of the bricks were sold directly from an insert in the Fall brochure. Pepsi, the major corporate sponsor donated T-shirts, hats and other giveaways for the grand opening.

Two major events are scheduled as part of their grand opening. The Super Saturday Spectacular on May 27 is free to the public. A free raffle for season passes, fitness memberships, prizes, free snorkeling instruction for kids, water balloon toss, treasure hunt and other attendance builders are planned.

A private ribbon-cutting ceremony on June 3 will thank individuals and families who donated their time or sponsored an item such as a palm tree or gift brick. Invited guests include board and staff, village trustees, community leaders and service organizations. The official ribbon-cutting will kick off the day’s activities, followed by a breakfast buffet, swimming and enjoying the waterpark.

The Summit Park District’s grand opening of a water playground offers a free day for the community and will include live band music throughout the evening, followed by a spectacular fireworks display.

JoAnne Dunkovich, Summit Park District director says: “Planning should start at least six months in advance. To increase your chances of getting government leaders to attend, send their invitations at least two months in advance because their busy schedules get booked up very quickly.

“If this is your first grand opening, it would be a good idea to seek advice from a seasoned pro to make sure you have not forgotten any details or any important person. When the opening is over, remember to send thank-you notes.”

A New Park
The new Ty Warner Park at Westmont Park District will be celebrated with a spectacular grand opening on July 4.

“We are very excited about providing this extraordinary park for the residents of our community, and we are planning a very special day of free activities to celebrate its opening,” says Ron Gunter, executive director of the Westmont Park District.

The entertainment includes a bike stunt show, kid’s comedy show, a magician, juggler and walk-around characters. Bands will play throughout the afternoon and evening concluding with a magnificent fireworks display.

The park will be geared to various age groups with three multipurpose ballfields, a pavilion, two tennis courts, a spray park and a large garden gazebo. Ty Warner, owner of Ty Inc., manufacturer of Beanie Babies, donated $3 million toward the $11 million project.

Whether your next grand opening is large or small, these ideas will help make the event successful and provide a memorable experience for everyone involved.

Ruth Slottag, APR
is the public relations director for the Illinois Association of Park Districts.

More Ideas for Grand Openings
Jennifer Menard, marketing director of the Elk Grove Park District, planned and implemented four grand openings last year: Audubon Skate Park; Jump ‘n Jiggles indoor playground; The Fun House water attraction at Rainbow Falls Waterpark; and the Climbing Wall at the Pavilion Community Center. She offers this advice.
• Develop a marketing plan that describes all the marketing activities for the project.
• Include a time line explaining what will happen and when.
• Identify target markets/audiences.
• Promote heavily to draw people to your event.

Tips for Promoting Your Opening
• Get the word out to all target audiences to maximize attendance.
• Publicize in the park district quarterly brochure, on your Web site, Chamber of Commerce newsletter and tourism publications.
• Send news releases to the media.
• Arrange for talk show interviews on local radio stations and cable-access channel.
• Display posters at retail stores, libraries, hotels, hospitals, municipal buildings and agency facilities.
• Distribute flyers and direct mail to customers and schools.
• Send invitations to community leaders, government officials and special guests.

Added Attractions and Incentives
Sure-fire methods to attract residents and customers include free admission, attendance by a popular character, entertainment, games, a moon walk, a climbing wall, prizes, bingo, storytellers, sports celebrity, keepsake book and giveaways.

— by Ruth Slottag, APR

42 | Illinois Parks and Recreation | May / June 2000