2. Table of Contents
Nature of the Organization ..…………………………………………………………………………………………………………………………….…………………… 3
Name, Tagline, Logo ………………………………………………………………………………………………………………………………………….………………… 4
Legal Structure …………………………………………………………………………………………………………………………………………………………………….… 7
Mission and Vision …………………………………………………………………………………………………………………………………………………………..…… 7
Organizational Culture ..………………………………………………………………………………………………………………………………………………………… 8
Ethics and Social Responsibility ……………………………………………………………………………………………………….………………………………… 9
Venue ……………………………………………………………………………………………………………………………………………………………………………………… 10
Organizational Design …………………………………………………………………………………………………………………………………………….……………. 13
Organizational Chart ………………………………………………………………………………………………………………………………..……………………………. 13
Job Descriptions ………………………………………………………………………………………………………………………………………………………………..…. 15
Operating Budget ………………………………………………………………………………………………………………………………………………………………….. 16
Revenue/Fundraising Generation Plan ……………………………………………………………………………………………………………………………… 18
Marketing Plan ………………………………………………………………………………………………………………………………………………………………………. 19
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3. Nature of Organization
Mondegreen is an annual music festival, located in the heart of Chicago combining bands, comedy and art, which
takes place on Navy Pier. The festival creates an environment that thrives on creativity, encourages others to express
themselves and allows new artists to reach a greater audience base.
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4. Name Explanation:
According to Wikipedia:
A mondegreen is a mishearing or misinterpretation of a phrase as a result of near-homophony, in a way that gives it
a new meaning.
Mondegreens are most often created by a person listening to a poem or a song; the listener, being unable to clearly
hear a lyric, substitutes words that sound similar, and make some kind of sense.
American writer Sylvia Wright coined the term in her essay "The Death of Lady Mondegreen", published in Harper's
Magazine in November 1954. "Mondegreen" was included in the 2000 edition of the Random House Webster's
College Dictionary. Merriam-Webster's Collegiate Dictionary added the word in 2008.
In the essay, Wright described how, as a young girl, she misheard the last line of the first stanza from the 17th-
century ballad "The Bonnie Earl o' Moray". She wrote:
When I was a child, my mother used to read aloud to me from Percy's Reliques, and one of my favorite poems
began, as I remember:
Ye Highlands and ye Lowlands,
Oh, where hae ye been?
They hae slain the Earl o' Moray,
And Lady Mondegreen.
The actual fourth line is "And laid him on the green". Wright explained the need for a new term:
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5. "The point about what I shall hereafter call mondegreens, since no one else has thought up a word for them, is that
they are better than the original."
This term encapsulates the off-kilter, different-from-what-you-expected but familiar feeling our festival and the music it
consists of will bring to its audience. No other entities use this word as their name except, fittingly, a Yeasayer song. It
is unique and memorable, just like we hope the festival itself will be, while also alluding to the environmentally friendly
nature of our organization.
Tagline
“Yeah, you heard right”
"In a twist on the Mondegreen definition, our tagline shows that you will know just what you're hearing at our music
festival, and while you may get some of the words wrong, you'll have made all the right decisions to come. We hope
this slogan becomes a popular phrase amongst our fans. For example: "You're going to see Arcade Fire at
Mondegreen?" "Yeah, you heard right!" or "You got to ride the ferris wheel during a fireworks explosion during the
headlining act while eating a funnel cake?" "Yeah, you heard right!"
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6. Logo
Our logo is a good representation of our company. Mondegreen’s logo
describes many different aspects of this festival within it’s simplistic design.
Red, blue, and white are the colors of the Chicago flag, and since this
festival is located only in Chicago, it was an obvious color scheme. The
lettering of “Mondegreen” is green because as a company we strive to be
economically friendly, so this was a subtle way of showing that. We also
included parts of the Chicago flag into the design. The city skyline in blue
was placed below the lettering to mimic Lake Michigan: with the festival
being located on Navy Pier, Lake Michigan will be a major attraction. The
red stars are above the text to represent part of the Chicago flag while also
showing that the concert will be going into the evening.
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7. Legal Structure
Mondegreen is a limited liability company (LLC).
We chose this because:
• It brings together some of the best features of partnership and corporation
• Only capital put into the business is risked, meaning all personal assets are protected
• Single taxation (Profits and losses reported and taxed on owners individual returns)
Mission
To bring together people of all different backgrounds by offering a show in arts and music. In doing so, we aim to
inspire others and create a platform for our future generation of artist to grow.
Vision
Mondegreen will be a broadly recognized lively and artistically diverse music festival based out of Chicago. By our 6th
anniversary we see ourselves hosting our festival in Chicago, New York, Los Angeles and gain a 30% increase in our
audience.
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8. Organizational Culture
Mondegreen is an active and positively charged festival held only in the city of Chicago each year, with sales about
50,000 tickets to energetic young Chicagoland and Midwestern residents excited to experience the best art and music
in the region and beyond.
Mondegreen combines enthusiasm and spirit in our event with the management and organizational experience we
need to get the job done.
We value:
• Communicating effectively and professionally with our workers
• Working independently in a fast paced environment and take the initiative to solve problems
• Quickly adapting and responding to changing circumstances
• Passion for art and music
For the dormant half of the year we will be working from home, though in the busier months leading up to the event
we will meet up in shared spaces to get everything together and organized for the actual event. Our dress policy
would be casual since we will be working from home, only upgrading to business attire in the event of an important
meeting with artists or sponsors.
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9. Ethics and Social Responsibility
Mondegreen prides itself on being environmentally friendly. During our festival we want to be as environmentally
conscientious as possible. One of the many ways we are doing this is by setting up numerous recycling stations
throughout the enclosed perimeter of the festival. We hope that this will help reduce the amount of waste produced
by such a large scale event as this. Also, to reduce the amount of plastic materials that could be improperly disposed
of, we will have several free water refilling stations. Not only does this help the environment, but it’s also convenient
for our guests. Mondegreen is also looking into forms of renewable energy, because an event such as this does use
up a lot of energy, we want to do whatever we can to reduce the amount of energy used.
Mondegreen also wants to make a positive impact in our surrounding environment and help in fostering
support for the arts. Mondegreen hopes to do this by partnering with the Chicago Public Art Group, an organization
that strives to bring public art to Chicago, train and educate professional artists, bring creative skills to children and
adults, and also educate communities on these collaborative works. It is our hope to bring attention to this
organization through our festival, and we also hope that by making them apart of our festival that they can gather
more support and possible donations to aid in their cause.
At Mondegreen we hope to create an accepting and open environment for all individuals. We believe that
people of all genders, orientations, races, and ethnicities are welcome to share in the experience of our music festival.
We strive to be accepting of the diversity of the individuals who attend our music festival and any type of
discrimination will not be tolerated.
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10. Location
We have selected Navy Pier as our location. With Lollapalooza already claiming Grant Park we knew we had to find
somewhere else in the city – somewhere better. With its beautiful view of the city and several available venues, Navy
Pier fits the bill, and being Chicago’s #1 most popular tourist attraction doesn’t hurt either.
The venues available to us will serve as green rooms, performance spaces, and amenities locations for our guests.
They are, as listed on the Navy Pier website, as follows:
VENUES
GRAND BALLROOM
One of the jewels of Navy Pier is the historic Grand Ballroom. Part of
the Pier’s original 1916 construction and reminiscent of an era of
elegance and splendor, the 18,000 square foot Grand Ballroom
embodies the magnificence of the past with all the amenities and
services of the present.
View Details
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11. FESTIVAL HALL
Navy Pier’s main exhibition space Festival Hall encompasses over
170,000 square feet that can be used as one large room or divided into
two separate halls: Hall A which spans 113,000 square feet and can
accommodate six hundred 10’ x 10’ booths; and Hall B at 57,000
square feet with space for three hundred 10’ x 10’ booths.
View Details
LAKEVIEW TERRACE
An urban loft space featuring exposed brick and floor-to-ceiling
windows with breathtaking views of both Lake Michigan and the city
skyline, Lakeview Terrace provides a one-of-a-kind setting for
receptions and small exhibitions.
View Details
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12. ROOFTOP TERRACE
Providing stunning views of Lake Michigan and the Chicago skyline, the
Rooftop Terrace is Navy Pier’s premier outdoor venue. The Rooftop
Terrace is 27,000 square feet and features a 50’ x 100’ tent that can
accommodate 350 guests for a seated meal or up to 1,000 guests on
the entire terrace.
View Details
MEETING ROOMS
Don’t let our lakefront location fool you because when it comes to
meetings, we’re all business. Adjacent to Festival Hall, 36 meeting
rooms are ideal for meetings and breakout sessions that range in size
from 750 to 8,200 square feet and can be configured to meet any
need, including corporate meetings, seminars and conferences.
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13. Organizational Chart
Our organizational chart is simple and straight forward. On the top we have two co-owners who oversee the
rest of the employees, their ranks are split up fifty-one percent to forty-nine percent. Since there is not a third party
the fifty-one will make the final decisions. There are four main branches: Catering, Accounting, Strategy, and Creative.
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14. In each branch we have a director and a manager, the manager oversees the interns, and the directors oversee the
managers while reporting directly to the owners. The catering branch deals with tasks such as booking talent, food,
and bands for the event, this branch also has two interns. The accounting branch takes care of HR, financial, legal,
and insurance with the help of one intern. Strategy includes operations, administrative, and information technology.
This is the branch that will be talking directly to the customers, with any ticket questions or concerns, one intern will
be hired. Finally, the creative branch is in charge of the graphic design. This group will be a main course of getting
business, by designing and posting flyers/online advertisements. Under this branch we have two graphic design
interns who will help with promotions.
On the right side of the chart are a few more categories, these are the people we will be outsourcing for when
we need them. We will be hiring security guards and bands for the three days of the festival, lawyers will be called
when necessary, and outsourced sponsors will be working with us.
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15. Job Descriptions
Director of Booking:
The Director of Booking is in charge of making sure everything from booking the venue to getting sponsorships
gets done. To do his job the Director of Booking has the Manager of Booking that work under him that is in charge
of booking the venue, booking the bands, both local and non-local, making deals with food vendors, acquiring art for
the show, and looking for possible sponsorships. The Director of Booking is in charge of hiring the Manager of
Booking is also free to fire and replace said manager if he/she is not doing his/her job. The Director of Booking
responds directly to the Co-Owners.
Public Relations Intern:
The Public Relations intern works under the Manager of Creative Affairs. The intern is in charge of getting the
word out about the music festival to the public. The intern then is in charge of social media accounts, as well as
making sure the festival is being properly marketed in newspapers, on posters, on busses and other public
transportation, as well as other websites that can belong to sponsors or partners in our music festival.
Graphic Design Intern:
The Graphic Design intern also works under the Manager of Creative Affairs. This intern is in charge of all the
artwork that will go along with the marketing of the music festival. The intern will create logos and posters, for the
specific use of captivating the attention of the public. This intern will work side by side with the Public Relations intern
to create the best work for each different from of medium we wish to advertise in.
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16. Operating Budget
We contacted Lincoln Security and worked out specific details for the most accurate cost estimate possible.
40,000 attendees (1 guard per 200 guests) = 200 Guards
200 Guards X 10 hour shift = 2000 Man Hours
2000 Hours X $18/hr. = $36,000.00
20 Supervisors X 10 Hours shift = 200 Man Hours
200 Hours X $20/hr. = $4,000.00
50 ID Checkers X 10 hour shift = 500 Man Hours (Off Duty Police)
500 Hours X $35/hr. = $17,500.00
Total = $57,500.00
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Bands: $
Yeasayer $ 20,000
St. Vincent $ 30,000
Spoon $ 30,000
Broken Bells $ 20,000
Beirut $ 35,000
The National $ 30,000
Local Natives $ 30,000
Cold War Kids $ 40,000
Andrew Bird $ 35,000
of Montreal $ 15,000
Time Impala $ 10,000
The Antlers $ 15,000
Sea Wolf $ 10,000
Local Bands:
Santah $ 1,000
Smith Westerns $ 5,000
Wilco (Tweedy) $ 30,000
Wild Belle $ 5,000
Oshwa $ 1,000
Maps & Atlases $ 5,000
The Wild Family $ 0
Total:
$ 862,000
We came to this estimate using talent booking
agency, Degy Entertainment
(by way of Priceonomics)
18. Revenue/Fundraising Generation Plan
Sponsors are another way we produce revenue. Having sponsors provides us with money to spend on other aspects
of the festival. The sponsors working with us will be listed on any advertisements or flyers, and can also have flags,
banners, or tents present during the festival. We will be working with major companies such as Coca Cola, Jets Pizza,
Bud Light, etc. Jets Pizza is a sponsor and is also catering the event.
Sponsor Revenue
Coca Cola $100,000
Bud Light $100,000
Jets Pizza $75,000
Red Bull $50,000
Toyota $15,000
93 WXRT - Radio Station $10,500
101.1 WKQX - Radio Station $10,500
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19. Demographic
Target Audience
Ages 16-35 years
Every Race
Every Culture
Based on research we saw,
the main concert in Chicago
is Lollapalooza. We
explored all of what they do
since they would be
Mondegreen’s competitions.
With this method we were able to conclude our target audience
and where should we advertise.
Being our fifth year, we figured to advertise in the State of Illinois
and mostly on social media and public transportation (CTA).
Advertising will be realized 6 months before the concert and we
will be selling the tickets at the same time. Advertising will be
specifically done through the months of December until May.
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20. Advertising in Chicago CTA
http://www.bluelinemedia.com/bus-advertising/chicago-il
http://www.bluelinemedia.com/train-rail-advertising
According to this website the advertising would be in approximately 2,000 buses. (Monthly ridership 27,500,000 approx.)
• Bus Exterior Ads: Range of $450-$7,500 per ad 4 weeks period
• Bus Interior Ads: Range of $45- $95 per ad per 4 week period
Range of rates depends on the ad size, timing and quantity purchased.
CTA Trains advertising can change the rate by the type of display or format
• Interior Display (Vertical Format): Range of $75-$150 per ad per 4 week period
• Interior Display (Horizontal Format): Range of $50-$100 per ad per 4 week period
Advertising in Chicago Cabs
http://www.clearvisionad.com/chicago-taxi-advertising/
Target Audience that we would be approaching with this
method :
Adults age 18+
Population: 7,190,914
Average number of vehicles per household: 2
Population density (people per square mile): 1027
White 66%
Hispanic 21%
Asian 6%
African American 17%
Other 11%
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21. Media Budget and Publication
This chart shows the way we would implement media and the pricing of each source. As we mention before we would advertise
6 months earlier to get to the word of month out there.
Social Media Advertising
Facebook, Twitter and Instagram
This social media channels would be used for communicating directly with consumers and fans.
This is part of a pull- push strategy since we are connecting with other industries/ professionals and businesses.
Instagram is a visual social media channel. This will allow us to visually communicate how is our festival organized and any late
news happening in our event. As well as hashtags will allow our consumers to easily find us in any social media platform.
Interns jobs managing social media
• Reply to comments individuals make
• Consistently update page content
• Ask individuals questions to create conversation
• Consumers engagement
• Follow relevant trade members
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