How 'bout these Apples

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How 'bout these Apples

Skokie Park District teams-up with corporate sponsors for a fund-raising event that benefits the agency, sponsors, media and—most importantly—kids
BY DIANEA.HARDY

Skokie Park Districts'

A boy grins as he bobs among the apples
at the Skokie Park Districts' "World's Largest
Apple Sob," held in August of this year.

The World's Largest Apple Bob." Some imaginations flutter when they hear those words, others just aren't sure. But for the Skokie Park District, this outside-the-box event became a hefty but sweet formula for a successful, goaldriven experience.
Look outside the programming box
Like everything else, good programs start small. For years, the Skokie Park Districts aquatics manager dropped a few bushels of apples into the pool so that a handful of tots could jump in and bob for them. After several brainstorming sessions, the district decided that by magnifying this event, it would become a perfect target for sponsor support, media approval, charity-aimed goals and good-image marketing.
After months of going through apple distributors, orchards and stores, Dominick's—a leading regional supermarket chain—agreed to a larger apple commitment. To be exact, 100,000 apples to be dumped into Skokie's 250,000-gallon pool.
Negotiated in the Dominick's contract were poster displays in 12 Dominick's stores for a two-week duration. The district also secured five major company sponsors that agreed to $2,800 each. Then, on Sunday, August 22, the aquatics staff dumped 100,000 apples into the Skokie Water Playground pool.

Find a sponsor niche

Because the Corporate Sponsorship Department needed a "hook" to entice sponsors, the

Skokie Park District board members present
Debbie Spaid, far left,of Kids Care, a check for $3,000.
park district took a risk by only asking apple related sponsors to participate. This included Treetop Apple Juice (a leader in apple juice) and Quaker Oats, which recently launched a new apple oatmeal line. (Total sponsorships exceeded $12,000.)
Two media sponsors, one radio and one newspaper, also helped "talk up" the event during morning drive-time phone interviews with staff and sponsors, with pre-event staged photographs and full-page ads in the monthly newspaper. (Total media value: $20,000).
Pick a wholesome charity
After an extensive Internet search, Skokie Park District discovered Kids Care, a charity that instills charity into children. For example, Kids Care Clubs across the country host base-

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ball cap drives for children with leukemia, then deliver the hats to homes and hospitals. In 1999, children from these clubs stuffed and shipped 8,000 goody bags to tots in Kosovo. Translated messages full of hope, along with notepads, stickers, soaps and toiletries were placed in each bag.

"Children helping children" made this the best choice for this event.

Media takes chunk of fruit

Because of the Skokie Park District's longtime relationship with the metropolitan press, these shoes were easy to fill. District staff asked sponsors and their PR agencies to also send their own releases about the event. Besides pre-event coverage in many local and regional newspapers, NBC's morning show hosted a live "prevent bob" at prime viewing time. In another area, sportscasters raised interest when they learned that new Chicago Bull Ron Attest, picked 16th overall, would throw out the first apple. The event received television coverage in 32 cities across the nation.

Safety first

The state and local health departments also gave Skokie Park District their blessings with the agreement that patrons would grab—not bob—for apples in the pool. A directive was also given that the apples had to be pre-washed before dumping into the pool.

Co-chair Scott Runkle, made sure that the chlorine levels were higher than the standard and that his already-doubled-up staff and crew were in full force for a safe presentation.

An end is just a new beginning

After all was said and done, the Skokie Park District heralded a safe and classic event. Ron Attest made a raving debut as a Bull. Media gave viewers something positive to watch on Sunday night television. Patrons lugged home enough apples for hundreds of apple pies.

In addition, volunteers found the job to be rewarding. Sponsors received excellent feedback in their daylong contests, sales and sampling. And, most importantly. Kids Care went home with $3,000 to fund the start of clubs in the Chicago market.

To us, that says it all.

DIANEA. HARDY
is the corporate sponsorship manager for the Skokie Park District and was co-choir of 'The World's Largest Apple Bob.'

46/ Illinois Parks and Recreation