This document proposes a "Healthy Heart Festival" event to raise awareness about heart disease in the Dallas community. It would be a partnership between Central Market grocery store and the American Heart Association. The one-day festival would include a 5k run, cooking demonstrations on healthy meals, kids activities, speakers on heart health, and optional medical checkups. The goals are to educate people about preventing and managing heart disease through diet, stress management, physical activity, and screening/monitoring risk factors. The proposed budget is $11,724 to cover venue, food, printing, programming, and prizes.

1. Healthy Heart
Festival

2. Introduction
Heart disease is the leading cause of death in the United States. Over a million lives are
claimed every year; that translates to someone losing their life every 33 seconds
(Theheartfoundation.org, 2014). Even though this is a predominant issue in our country,
many people do not know the basics of preventing heart disease, how to live with it, or
even what heart disease fully is.
Heart disease is a loose term that encompasses a wide range of disorders including
rhythmic disorders, birth defects, coronary heart disease, myocardial infractions,
hypertension, stroke, and heart failure. All of these conditions can be serious, but not all
of them are preventable. Coronary heart disease is probably what most people think about
when they hear the term heart disease. This is when plaque builds up in arteries, from
cholesterol or other substances, and restricts how much blood can get to the heart
(Theheartfoundation.org, 2014). Coronary heart disease causes heart attacks and strokes
when the plaque build ups break away and get lodged in the arteries in the neck or that
led to the heart (about heart disease). Hypertension is another extremely common
condition. Hypertension is essentially high blood pressure, and is one of the leading
causes of heart failure (Webmd.com, 2014). Heart failure is defined as when the heart
fails to pump a normal amount of blood through the heart. Hypertension causes this by
making the heart walls thicken and force the heart to stay tense before and after pumps;
reducing the amount of blood that can fill the heart (Webmd.com, 2014). The kidneys
react by retaining extra fluid in the arms, legs, lungs, or other organs (Webmd.com,
2014).
Although hypertension and coronary heart disease are life threatening they are both
preventable. It is vital that we control as much as we can about our heart health to combat
how many lives are lost to heart disease annually. There are many risk factors that can
help determine an individual’s chance of developing heart disease; therefore, the
American Heart Association has put forth guidelines that can help every individual make
their heart healthier and decrease their heart disease risk factors. The guidelines focus on
assessing a person’s risk for cardiovascular disease, treating obesity as a disease,
monitoring cholesterol levels, and making sure people’s lifestyle incorporates small daily
workouts and lower sodium intake (AHA). It is estimated that if people only followed the
fourth guideline and simply walked for twenty minutes four times a week 40,000 lives
would be saved annually (Macmillan.org.uk, 2014). What would be possible if all four
guidelines were followed? The results would be amazing.

3. Background
Texas has very high numbers of heart related deaths, some of the highest in the
nation in fact. Texas is in the top percentile of states for mortality due to acute
myocardial infraction, as seen in the table below (Nccd.cdc.gov, 2014):
It is also in the second highest percentile for heart failure mortality, hypertension
mortality, stroke mortality, and for heart related preventable death (Nccd.cdc.gov, 2014).
These numbers are staggering, and the greater Dallas/ Fort Worth area plays a major role
in these statistics.
Even with medical centers dispersed throughout the Metroplex the Dallas area has
some of the highest hypertension death rates in the state (Nccd.cdc.gov, 2014):

4. Some of the other very high heart disease statistics for the DFW area include second
highest percentile for heart failure hospitalization, mortality for all types of strokes, and
preventable death (Nccd.cdc.gov, 2014).
As mentioned before, there are four guidelines that can drastically decrease a
person’s chance of being diagnosed with heart disease. Three of the four steps’ success is
greatly determined by diet. That is why we think Central Market has a great opportunity
to help the Dallas community fight heart disease. Part of Central Market’s mission
statement is to make cooking- and eating- a joy for its customers; meanwhile, most
people trying to change their lifestyle for health reasons claim that the most difficult part
is learning to make delicious and healthy food (Centralmarket.com, 2014). Central
Market is dedicated to giving back to the community whether it is through the feast of
sharing or cleaning a local fire department and restocking their refrigerator
(Centralmarket.com, 2014). We propose For Central Market to partner with the American
Heart Association Dallas to put on a healthy heart festival; this would be a one day event
focused on preventative measures, helping those diagnosed to live with their condition,
educating the public on what it means to be heart healthy, how to detect if someone is
having a heart attack, and giving free basic heart screenings.

5. Proposal/Plan
Purpose
The purpose of holding this event is to raise awareness about Heart Disease within the
community. Many people with heart disease continue to ignore changing any part of their
lifestyle to accommodate for the disease. By holding this event we will not only be
educating those who are diagnosed, but their families as well. Heart diseases and other
conditions related are often genetic. This festival will encourage friends and family to
learn about a nutritious lifestyle, how to control stress, physical activity, and how to make
good choices for children. Not only do we want to help those with heart issues, but
helping the kids will benefit their entire future. Parents are the key decision makers when
it comes to the well-being of their children. By making kids one of the key focuses of this
festival we want to promote preventative measures for these children. All the activities
and diets will be focused as well on them. A healthy lifestyle for one person in a family
can make the entire difference.
Benefits
Central Market is one of the major health option grocery stores out there. The options and
diets for people with heart disease rely heavily on these healthy choices for every single
meal they eat a day. Not only will this be a great cause and PR for the company, it is an
easy way to generate tons of new customers. All treats and cooking demonstrations
during the festival will be Central Market brand options. By doing this we are attaching
the brand name to the idea of a healthy lifestyle and promoting hearty healthy living. In
addition to the positive image this contributes to the company, contributed to this festival
may also educate the staff and volunteers provided as well. Some key factors going into
heart disease are levels of stress. Many people associate their stress levels with the
workplace, and during this festival we want to teach those people how they will be able
to manage those levels.
Education
Volunteers from the American Heart Association will come to speak to everyone at the
festival. People will learn how they can prevent future heart problems, how to deal once
they have been diagnosed, and how to change their lifestyle to adapt. Along with these
Volunteers we will also be bringing in doctors and nurses to volunteer their time to
conduct checkups on anyone that wishes to get a checkup. This is a way friends and
family will also be able to see where they are at, and those with heart disease can be told
if they need to make some changes to better certain levels of their own health. These
checkups will serve as a reminder that in order to maintain good health they need to be
eating and exercising properly. In order to ensure everyone knows how they can be able
to change their diet, we are going to have some cooking demonstrations and healthy
snack option giveaways and tastes throughout the festival. Doing this will help everyone
learn how they can make meals that still taste great and at the same time benefit their

6. well-being. We want to help educate families and friends on how have a nutrition-based
diet, control stress, and pursue physical activity.
Path of the 5k

7. Month-to-Month Marketing/Planning
Schedule
8:30 5k Check-in/ Late Registration
9:00 5k Begins/ Set up Festival Area
12:00 Lunch for 5k & Music
1:00 Begin Festival Events: Cooking Healthy Meals/Kids Snacks
1:30 Speakers From the American Heart Association/Kids Activities
2:15 Voluntary Checkups, quick run through of the disease with a doctor/
3:00 Finish up with each booth, End of Festival
August 2014 Begin planning event
September 2014 Set date/Contact partners
October 2014 Receive any funding needed, confirm locations
November 2014 Open registration for 5k
December 2014 Continue receiving registration, contacting guests
January 2015 Marketing/Advertising
February 2015 American Heart Month – Advertising across social media
March 2015 Hold Event

8. Fundraising Event Budget For Healthy Heart Festival
Expenses
Estimated Actual
Total Expenses $11,724.00 $13,358.00
Estimated Actual Estimated Actual
VENUE FOOD AND BEVERAGE
Public Park $350.00 $400.00 Everest Healthy Food $4,000.00 $4,500.00
Parking Permits $200.00 $325.00 Energy Bars (100) $300.00 $350.00
Police/ Traffic $300.00 $355.00 Bottled Water/Gatorade (300) $475.00 $500.00
Security $200.00 $225.00 Ice (20 Bags) $100 $150
Soft Drinks (300) $200.00 $220.00
Totals $1,050.00 $1,305.00 Totals $5,075.00 $5,720.00
Estimated Actual Estimated Actual
PRINTING PROGRAM DETAILS
Flyers $350.00 $298.00 Performers $450.00 $500.00
Brochures/Press
Packets/Posters $145.00 $244.00 Games $350.00 $300.00
Signage $100.00 $125.00 Cooking lessons $300.00 $340.00
Photography $200.00 $250.00
Health Check
(Weight/Pressure) $75.00 $60.00
Other
Totals $795.00 $917.00 Totals $1,175.00 $1,200.00
Estimated Actual Estimated Actual
MISCELLANEOUS PRIZES
Tables and Chairs $399.00 $450.00 Trophies $350.00 $400.00
Posting ad in community
newspapers $150.00 $169.00 Awards $1,400.00 $1,467.00
Orange Cones $50.00 $55.00 Volunteer gifts $200.00 $440.00
Medical Equipment $100.00 $125.00 Gift certificates $100.00 $150.00
Speakers (2) $400.00 $450.00
Stage $100.00 $150.00
Sound System $85.00 $100.00
DJ $200.00 $150.00
Insurance $95.00 $110.00
Totals $1,579.00 $1,759.00 Totals $2,050.00 $2,457.00

9. Authorization Request
We are requesting funds for our program, “Healthy Heart Festival” granted in the amount
of $13,358. This program will create an opportunity to bring up the spirit and make a
positive impact towards individuals’ health. We are requesting that the funds be available
by September 1, 2014. I hereby authorize this proposal and will fund “Healthy Heart
Festival” confirming the funds discussed above.
Authorized by
Signature: Date: / /
Stephen Page
Store Manager
Central Market

10. References
1. Centralmarket.com,.(2014). About Us | Central Market. Retrieved 24 July 2014,
from http://www.centralmarket.com/about.aspx#/about-us
2. Heart.org,(2014). Understanding the New Prevention Guidelines. Retrieved 24 July
2014, from http://www.heart.org/HEARTORG/Conditions/Understanding-the-
New-Prevention-Guidelines_UCM_458155_Article.jsp
3. Theheartfoundation.org,.(2014). Heart Disease Statistics | The Heart Foundation.
Retrieved 24 July 2014, from http://www.theheartfoundation.org/heart-disease-
facts/heart-disease-statistics/
4. Theheartfoundation.org,.(2014). About Heart Disease | The Heart Foundation.
Retrieved 24 July 2014, from http://www.theheartfoundation.org/heart-disease-
facts/about-heart-disease/
5. Macmillan.org.uk,. (2014). 37,000 lives could be saved each year just by walking.
Retrieved 24 July 2014, from
http://www.macmillan.org.uk/Aboutus/News/Latest_News/37,000livescouldbesave
deachyearjustbywalking.aspx
6. Nccd.cdc.gov,.(2014). Interactive Atlas of Heart Disease and Stroke Maps.
Retrieved 24 July 2014, from
http://nccd.cdc.gov/DHDSPAtlas/viewer.aspx?state=TX
7. Webmd.com,.(2014). High Blood Pressure and Hypertensive Heart Disease.
Retrieved 24 July 2014, from http://www.webmd.com/hypertension-high-blood-
pressure/guide/hypertensive-heart-disease