THE SPIRIT OF DETROITIf you listen closely you can hear it...The sound of this magnificent city and thedawn of her awakening.There is work being done here,On farms, in factories, and in businessesthat line these streetsThe Phoenix is rising...Detroit is on the rebound. As the musicalepicenter of the state of MI, along with themystique surrounding her revitalization,Prospecto is the ideal attraction for our targetdemographic...20 to 30 year olds living inMichigan. These young women and men holdthe brain trust of Michigan’s future success.Prospecto will bring an additional eventin Detroit’s tradition of providing engagingcultural activities. The following pages willinvite you to join us in this valuable proposi-tion. Together we can celebrate the legacy ofthis great American city through music andcommunity.
WORLDS FAIRMEETS MUSICFESTIVALIn the spirit of Detroit’s innovative history,Prospecto will create a festival campus thatengages the audience by holding break outsessions that include panels on green tech-nology, Detroit startup culture, and com-munity lead urban farming. From a creativeaesthetic the look of the festival will embraceDetroit’s rich history of Art Deco design andincorporate installations from contemporyartists that support the vision of human in-genuity and technological advancement thatDetroit is known for.The musicians and performers of Detroit’spast and present set the tone for a multiplic-ity of genres today. From the Golden Era ofMotown, to legendary rock acts such as Iggyand The Stooges and the White Stripes, tothe Hip Hop production mastery of the late JDilla; Detroit is the epicenter of the Americanmusic experience. Prospecto is a value addto that experience by hosting a truly uniquesummer festival experience that over timewill grow to the size of other great Americanmusic festivals like Lollapalooza, Coachellaand Bonnaroo.
THE VENUE:HISTORIC FORTWAYNE DELRAYNEIGHBORHOOD,DETROITProspecto 2013: The Spirit of Detroit willprovide concertgoers with the unprece-dented opportunity to experience a three-day music festival in Historic Fort Wayne.The 96 acre campus is located in the cityof Detroit, Michigan at the foot of Liver-nois Ave. in the Delray neighborhood. Thegrounds include the original limestonebarracks built in 1848 as well as the StarFort built in 1845. This unique landscapehas a place on the U.S. National Registerof Historic Places and is a venue unlikeany other.Prospecto will work closely with technologypartners to not only provide exposure tofestival attendees, but also integrateprod-ucts into the event itself through marketingand experiential initiatives that are specificto each exhibitor’s key metrics and focus(signups, use, plays, etc.). The City of In-novation is a key component of the intend-ed narrative of Prospecto as being morethan a music festival…it will be a commu-nity and cultural catalyst to bring peoplefrom all over the Midwest (and beyond)to see all that’s happening in Detroit, andthat Detroit is successfully fighting it’s wayback to creative and innovative areas in thecountry.
HISTORY:PROSPECTO’SROOTSYear One:Prospecto Musical Showcase and Sonic Expe-rience featured One Hundred and Twenty Sixmusical groups and solo artists in ten GrandRapids’ music venues over the course of threedays (September 23rd-25th 2010). Attend-ees holding passes could travel freelybetweenthe venues to see a variety of musical perfor-mances in a multiplicity of genres ranging fromindie-rock, tohip-hop, metal, folk, electronicdance, funk, soul and R&B. The programmingreflected similar offerings to other major nation-al music festivals such as Bonnaroo, Lollapa-looza, and Coachella Music Festival. Headlinersincluded: The Presidents of The United States,Gza of The Wu-Tang Clan, Flosstradamas, TheHard Lessons, Small Brown Bike,El Ten Elev-en & Baths. The focus of the project was topair Michigan artists with developing and wellrevered national artist in an attempt to bringattention to the music community of Michigan.Year Two:Prospecto Musical Showcase and Sonic Expe-rience 2011 shrank in number of venues, yetoverall capacity was thesame as the previousyear. In year two, Prospecto selected venuesthat were within a five minute walk from one an-other and performances were staggered in sucha way as to never have any of the major nationalacts performing at the same time. Headlinersincluded: George Clinton & Parliament Funk-adelic, The Pharcyde, The Walkmen, Lee Fields& The Expressions, Trans Am, Gringo Star, andFuture Islands. The showcase was held at threelocations with four stages; The Intersection,Founders Brewing Company and The PyramidScheme. The format of talent remained thesame however the number of Michigan artistsinvited to attend was limited to 15 of the 60participating acts.
HOW ALL THEPIECES FITCollaborative & Crowd-sourcedThe majority of Prospecto marketing will mimicthe community focus of the event itself. The storywill unfold in the media, on billboards, in enter-tainment publications, on the web in throughoutthe social networks that make sharing this journeymore efficient that ever.ArtistsObviously the foundation of the story will be themusic and the artists who create it. We’ll lookto all of the artists to collaborate on this dialoguewithin their own networks, but also to the networkat large that Prospecto will bring together with althe various awareness efforts that follow.FansIt all starts with the fans as they make it all possi-ble with their attendance, their album purchasesand their merchandise dollars. A key componentof the overall marketing strategy will be to involvethem early and often in defining the story, helpingspread awareness and making the event itself analmost mythical event.ResidentsBecause Detroit has so enthusiastically embracedProspecto not only as an event, but as an idealand and aspiration, marketing efforts will haveextensive reach into the community to not onlygarner support and awareness, but also share thestory and why it’s such an important moment forDetroit.PartnersHaving corporate sponsors will be a key elementto the marketing mix; not only from a supportstandpoint, but also as an opportunity to standin solidarity with its citizens and its creative com-munity at large. In addition, its partnership withnon-profits already making a difference in Detroitis a key component as well as Prospecto is aboutgiving back to those who have been building andtelling the story of Detroit’s resurgence for yearsnow.
CONTACT PROSPECTO DETROITWE ARE WORKING WITH GREAT PEOPLE FROM... BENJAMIN HUNTER PROGRAM DIRECTOR BEN@PROSPECTODETROIT.COM 616.822.7131 BRETT VAN TIL SPONSORSHIPS BRETT@PROSPECTODETROIT.COM 616.334.5747 LISA SCHROTENBOER DIRECTOR OF MARKETING LISA@PROSPECTODETROIT.COM WE’D LOVE TO WORK WITH YOU TOO... 616.723.1958