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Winter WonderFEST balances second year success with an eye toward the future

March 2, 2018

With its second year providing holiday cheer for Southern Delaware, organizers for Winter WonderFEST say the seven week-long community fundraising event has delivered on its promise to make it "bigger, brighter and cooler" for 2017.

Speaking to a crowd of sponsors and supporters at its Feb 22 wrap-up event, John Snow said, "This year our goal was to the raise the quality of Winter WonderFEST to make it the experience the folks of Sussex County could be proud of, and make part of their holiday traditions for years to come." Snow is the president of Festival of Cheer Inc., the nonprofit group responsible for managing the powerhouse fundraising attraction.

Hosting over 62,000 guests in 2017, Winter WonderFEST was named Best New Event in Southern Delaware by Southern Delaware Tourism/Sussex County's Convention Visitors Bureau. That's an astounding 25 percent increase over its inaugural year's 47,000 attendees. Snow reports that 23 percent of those visitors came from 31 states throughout the country. "We also had visitors from Canada and as far away as Brazil," he adds.

Indeed the word has gotten around thanks to a sustained marketing effort which included over 13,000 radio and television commercials, plus print and social media exposure. "Our messages benefit from continuous reach and frequency thanks to our tremendous group of generous media supporters," says Steve McLerran, director of marketing and media relations for Winter WonderFEST. Media outlets include NBC's local affiliate WRDE-TV and local radio stations from Delaware Broadcasting Company and the iHeart Radio group, along with sponsorship from the Cape Gazette. "And we couldn't ask for better grassroots support. Many local marketing professionals - all volunteers - is key to helping us communicate nearly three months of consistent messaging," adds McLerran.

"Volunteers are critical to our success," echoes Peter Briccotto, event director for Winter WonderFEST which includes the Light Spectacular light display at Cape Henlopen State Park, along with the Christmas Village located at the Lewes Ferry Terminal. Briccotto reports that for 2017 community members volunteered over 4,000 hours of their time, a sizable jump from 2,200 hours the previous year.

"Increasing the scope of Winter WonderFEST, also meant increasing our expenses," says Snow, indicating that the dramatic improvements, 30 percent more lights, a significantly expanded midway, additional carnival rides and new venues contributed to the increased expenses. In addition, Snow says there were more benefits for sponsors, plus operation and marketing expenses, in addition to nearly $300,000 in costs to provide a real-ice skating rink sponsored by Visit Delaware Tourism. The new facility for 2017 measured 75 by 90 feet, three times larger than the previous year's synthetic rink.

The enhancements for the second year increased costs amounting to 2.3 times over the first year. "It's a hefty expense for sure, but we know it's also an important investment in Winter WonderFEST's future," adds Snow. "Our community has made it clear that Winter WonderFEST is now an important community component for building tradition and creating lasting holiday memories for families, residents and visitors alike." Snow says that foresight and the financial planning efforts happening now will ensure that Winter WonderFEST can provide ongoing support for Sussex County and its many nonprofit charities for next year and beyond.

"Our most popular attraction, the new Visit Delaware skating rink, is also our most expensive to operate,” notes Snow. And it holds the promise of extending its presence throughout the winter season, which is good news to the more than 9,000 skating enthusiasts who enjoyed the expanded rink in 2017. The facility is currently leased, so the Festival of Cheer group is launching a multi-year initiative to secure Winter WonderFEST's future by purchasing the rink. "We are committed to remaining focused on the future," adds Snow.

This capital campaign will focus on the purchase of the ice rink, an investment of $425,000, along with securing a permanent venue and the ability to improve our programming. "Aggressive, yes. But realistic and necessary to ensure the long-term sustainability for Winter WonderFEST," says Snow. And the good news is that $200,000 is already pledged toward that goal. "Right now the Festival of Cheer board of directors, which which includes local business leaders, is already at work securing both ongoing and new sponsorships to raise the additional $200,000," he adds.

Despite the 2017 operation costs, Josh Grapski, treasurer for Festival of Cheer, says the organization has donated $18,000 to Cape Henlopen State Park plus an additional $9,000 to Cape Henlopen Educational Fund as part of its support for the local community.

"We continue to listen to our community supporters," says Snow. People appreciate the benefits of this unique holiday event, and continue to give valuable suggestions and ideas to make it even better. It all takes time, money and dedicated people."

In addition to ice rink ownership, Festival of Cheer's agenda includes:

• Expanding the Light Spectacular with an additional 30 to 40 more holiday displays
• Eliminate expenses for temporary power sources
 Provide additional food and beverage services for increased revenue
• Enhance holiday themed decor
• Expand programming for sports and cultural arts.

Although Winter WonderFEST operates from mid-November thru New Year's eve, the planning and production activities are happening all year long. Supporters are encouraged to go to www.wonderfestde.org for progress updates and event information. Winter WonderFEST returns November 18, to build a brighter future for Sussex County for now and years to come.

 

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