Lombard, for example, developed an anniversary promotion held in a local shopping mall to raise money for area charities and raise the profile of the park district

Lynn McClure IAPD Public Relations Director

As the Illinois Association of Park Districts makes preparations for 2003 to celebrate 75 years as a statewide organization for park districts, forest preserves, and conservation districts, we only have to turn to our members for great ideas on how to mark the occasion.

An anniversary is something that is very meaningful to an agency or business. It is quite an accomplishment to be able to say that you have been providing a service to your community for 50, 75, or 100 years. What can you do to bring a higher profile to your organization during this time? What can you do to deepen customer appreciation?

Starting with a good set of goals will help target your messages and make a greater impact on the community. To keep on track and ensure that your projects, events, and promotions will have the maximum effect, ask yourself a few questions.

• What do we want to accomplish during this anniversary year? And be specific. Maybe you want to increase program participation. Maybe you want to deepen appreciation in the business community about the benefits of parks and recreation.

• What are our target audiences? You have many audiences, beginning with the tax-paying general public. Seniors, families, facility pass-holders, legislators, other taxing bodies in the community. Each audience may require a unique message.

• What is our marketing budget? It is easy to spend a lot of money on giveaways that do very little to accomplish your goals. If your marketing budget is limited, think carefully before ordering.

The Lombard Park District currently is celebrating 75 years in the community. In honor of its anniversary, the park district commissioned local businesses and organizations to decorate toy boxes. "TheToybench Project" is modeled after the Chicago cows and the Naperville giraffes.

"The Lombard Park District is about fun and activity," says director Mike Fugiel. "TheToybench Project was a great way to reinforce that in the community."

Park district employees cut the wood and assembled the toy boxes. Forty local organizations, including the YMCA, the Rotary Club of Lombard, and Cub Scout Pack 42 designed and painted the boxes. The park district has put the entire project on display at Yorktown Shopping Center until June 2. Over two different weekends a silent auction for the boxes will help raise money for three local charities.

By putting the project on display at a shopping center, the park district got good visibility outside of its own walls. And coverage by the Chicago Tribune and CLTV helped widen their exposure as a vital part of their local community.

The Bourbonnais Township Park District recently celebrated 15 years in

The Springfield Park District will display banners (like the one at left) in downtown Springfield and along the "pleasure driveways" throughout its 100-year-old Washington Park this year.

May/June 2002 45

the community. And although that doesn't sound like a long time, especially compared with organizations that are well past their 100-year mark, it was significant for Bourbonnais. One of the primary goals in a young park district is to educate the community about the benefits of a park district.

"There is a great deal of pride in the community," says Bourbonnais Township Park District director, Vince Castellanoz. "And there is a uniqueness in the amenities and facilities that brings people to us."

The park district took the opportunity to show the tremendous impact they have made, in a short time, on their community by holding a business after-hours and inviting the media to attend. The subsequent stories that appeared in the paper outlined how the park district was formed in 1986 with a 170-acre historic farm. The stories told of all the improvements the park district has made to the original tract and their two newest land acquisitions. Space was also devoted to background on the Exploration Station, a nationally acclaimed children's museum opened by the park district in 1998. The Bourbonnais Township Park District, with help from the media, was able to inform the public about how much better the quality of life is in the community due to the park district's influence.

It isn't always an agency anniversary that takes the spotlight. The Springfield Park District has plans underway for the 100-year celebration of Washington Park. This 150-acre park has been described as a "jewel in the community." As part of the anniversary celebration, the park district is working with a grant from the Illinois Environmental Protection Agency to restore the park's lagoon. In July, a community-wide old-fashioned ice cream social will help mark the historic occasion. The Springfield Parks Foundation is using the anniversary to gain greater visibility in the community as well with an exhibit of historic photographs of Washington Park.

There are great ideas out there to mark your anniversary. Many more than would fit into this short column. Starting with a firm foundation of goals and objectives, however, will help you get the best mileage with your message.

Park District Conservation Day Set for August 17 Welcome to a "virtual tour" of the hottest day at the Illinois State Fair: Park District Conservation Day! The date is Saturday, August 17, and the weather is perfect. (Its a virtual tour; we can make the weather what we want it to be!) As you pass through the entrance, be sure to grab a whiz ring from a Park District Conservation Day volunteer. Carry your ring proudly, and let others know its a symbol of the endless benefits of Illinois park districts, forest preserves, conservation and recreation agencies. On your left is the Illinois Building, which houses an air-conditioned auditorium filled with orchestras, dancers, tumblers and theater groups. Upon passing Lincoln Stage, our outdoor stage, you will notice ballet and tap dancers, singers and doggers. Just ahead is Conservation World. You won't want to miss the giant hissing cockroaches, reptiles, aquariums, and hunting and fishing demonstrations that take place in this peaceful area of the fairground. State Fair Preview Days in Chicago! "State Fair Preview Days" are coming to Chicago July 18-20 at the Daley Plaza. Because the entertainment at the 2001 Park District Conservation Day was of such high caliber, state fair officials have asked for our help in booking acts for the preview day. This is a great opportunity to perform in a high-visibility venue. And a great opportunity for all park districts in Illinois. Don't forget to take your picture with Seemore the Eagle, stately guardian of Illinois parks, before heading home. While this was a brief, virtual tour, the real thing is certainly a sight to see. "Call for Entertainers" and volunteer forms have been mailed to all member agencies. Please note that entertainment venues are limited, and performers are selected on a first-come, first-served basis. If you have questions regarding the day, please call Bobbie Jo Hill at 217. 523.4554 or e-mail bjhill@ILparks.org.

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