PROJECT: Fiesta La Ballona, Party in the Park!
Culver City, CA—August, 2012 "Fiesta La Ballona Days" began in 1951 as a week-long celebration of the region's early settlers. People went to events - and even to work! - dressed up as Native American Indians, rancheros, señoritas, cowboys and cowgirls. The early fiestas evoked pride among the descendants of the "first families" and offered the entire community a playful opportunity to connect with its history. Over the years, the 62-year-old festival has evolved into Fiesta La Ballona. (Video)
In 2003, the Fiesta was once again revived by offering events during the entire week with a culminating festival in Veteran's Park. In 2004 amusement rides were added to attract families to the event. In 2005 the Culver City Lion's Club opened the first Beer and Wine Garden. The Fiesta La Ballona continues to be a celebration of the past, present and future of Culver City showcasing both its warmth and its sophistication. It continues to offer people a place for food and fun and sharing.
This year it kicked off at 4:30 p.m. Friday, August 24, 2012 through Sunday, August 26, 2012 in Veterans' Park in Culver City. Packed with live music, roving performers, free workshops, carnival rides, games, food, and plenty of free entertainment, this party in the park offers something for everyone. Admission is free.
The redesign gives a nostalgic look and feel of years past with period carnival colors, patina and symbolic graphics tied in with a clear touch of the present in bold imagery of a either carousel horse or jumping rock star. Similar posters were created and distributed illustrating food, beverage and activities available at the event.
An entire multi-channel campaign was created and included direct mail, point of purchase handouts, brochures, letterhead, street banners, publication ads, locally placed posters, bus banners along with a new website and social network presence.
Noteworthy: Animated by the community's high participation in its numerous leisure programs, including the city's signature Fiesta La Ballona, the Culver City Parks, Recreation and Community Services Dept. now offers residents and businesses an opportunity to enhance the city's parks and playgrounds.
“People donate to parks where they feel a connection, whether it is because they grew up near there or visited there because of family. This program gives folks the opportunity to invest in their community in the memory of those who they hold dear," said Culver City Parks, Recreation and Community Services Director Daniel Hernandez, who has managed similar programs in other agencies.
"As for businesses and community groups, they always are looking for ways to improve their communities and this program gives them the opportunity to do so,” said Hernandez.
"We all have a say in how we improve the quality of life in this great community. This is one way of doing so. "" said Parks and Recreation Commissioner Catherine Yanda, who is calling the program & donors "Park Heros."
Fiesta La Ballona sponsors are helping underwrite supervision and activities at the local parks and playgrounds year round.
"Our sponsors have responded generously to help the City maintain its outstanding parks program," said fundraising chairperson Marcus Tiggs.
