Garden Geri

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@GardenGeri is a nationally known garden writer, plantswoman, content strategist, subject matter expert and educator.

Results-Oriented Publicity for Arts Week Start-Up

By / February 23, 2021

At the center of the modern plein air movement, Olmsted Plein Air Invitational is making and documenting history.

OLMSTED PLEIN AIR INVITATIONAL

Market Position:
Communications Director for cultural event start-up from 2015 through 2020. Seven-day, rain or shine Plein Air painting event featuring 30 of the world’s greatest collectible contemporary impressionist painters who are juried to come to Atlanta for one week  each year to produce beautiful landscape paintings and compete for cash prizes. Paintings are then offered for public purchase to benefit the mission of the OPAI.  Originating in Druid Hills and the Olmsted Linear Park, the event continues to grow to encompass cultural landmarks, lakes, parks, cityscapes, and landscapes across Atlanta and Georgia.

Assignment:
Copywriting, write bylined articles for Atlanta Social Season magazine, Druid Hills Neighborhood Newsletter, Atlanta InTown Magazine, Southern Distinction Magazine, Southern Living Magazine, write event synopses, calendar listings, printed program, advertising, billboards, media alerts, TV news advisories

Results: Carefully planned combination of conventional media relations and social media planning drove a dramatic increase in public awareness and more than 15% increase in attendance in each succeeding year. Olmsted Plein Air’s combination of competition and camaraderie, creative event planning and collectible artists resulted in combined sales for OPAI’s mission in the first two years of more than $400,000.

Olmsted Plein Air Invitational secured scholarship support to encourage high school age artists to participate. Fifteen young painters rose to the challenge of completing a landscape in less than 2 hours.
Artist Jim Richards with his friend and subject President Jimmy Carter. Celebrity participation in the event was invaluable in raising public awareness and participation.
Kathy Rennell Forbes, won first place in a Paint Quick Competition. Following each aspect of the 7 day event closely, @GardenGeri grew the event from 27 Twitter followers to more than 1000.
Olmsted Grand Prize winner Steward White with “Ascend and Ponder”, his sunlit rendition of the Atlanta History Center’s Swan House stairway. Strong marketing and publicity attracts the top ranked painters whose spectacular works in turn drive attendance and sales.
@GardenGeri After just two seasons in the Plein Air circuit, the Olmsted Plein Air Invitational is was already ranked among the most desirable by professional Plein Air artists. OPAI organizers give high attention to hospitality: every artist is was is offered accommodations in a private residence near the plein air venues, and awards, prize money and sales were above the national mean.
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