The Case
The gala that Seyferth & Associates, Inc. launched in October 1999 was a little behind schedule - 507 years, to be exact. In 1492, Leonardo da Vinci was commissioned by
the Duke of Milan to sculpt the largest equestrian statue in the world. But after the artist spent 16 years working on the piece, the French army destroyed his clay model, and
the bronze set aside for the statue was used for weaponry.
In 1999, sculptor Nina Akamu recreated her own rendition of "Il Cavallo" ("The Horse"), consulting Leonardo's original drawings. With backing from art patron Frederik Meijer,
Akamu created twin bronze castings for the people of Italy and the U.S. Seyferth & Associates' challenge was to stage a momentous unveiling of the American statue at the
Frederik Meijer Sculpture Park and Botanical Gardens (FMG) in Grand Rapids, Mich. And a budget of $250,000 doesn't go as far these days as it did in 1492.
Strategy: A High Art
The Seyferth team knew that leveraging the historical saga behind the horse would be key in pulling off a memorable event. To this end, a boy dressed in Renaissance attire
delivered the agency's initial proposal to FMG. With it, he carried a bottle of Italian wine with a thank-you letter inscribed on the label.
After winning the account, Seyferth began planning two debut events - a morning unveiling ceremony for the general public, and an evening black-tie reception for FMG
supporters. The goals were:
- To create a magnificent experience surrounding the sculpture's unveiling.
- To identify ways for FMG to express its appreciation of donors and generate additional support.
- To increase local and national awareness of FMG through the unveiling events.
- To increase the number of visitors to FMG as a result of the awareness and interest created by the unveiling events.
Details, Details, Details
To shore up community interest in the commissioned artwork, Seyferth spent months researching entertainment options that would combine the Italian Renaissance theme with
undertones of American patriotism. Invitations and announcements featured reproductions of Leonardo's original drawings and classical-style typefaces. The morning unveiling
ceremony on Oct. 7, 1999 - attended by more than 3,300 people - began with a processional of Renaissance heralds and jugglers and the U.S. Marine Corps Marching Band. Special
guests included the mayor of Vinci, Italy, and a representative from the Italian consul. A Friesian horse team (Friesian being the breed of Leonardo's original horse) pulled the
veil off of the statue, and guests were treated to a breakfast featuring Italian and American fare.
For the gala later that evening, Seyferth transformed the garden grounds into an Italian village, replete with Renaissance-style columns, reproductions of da Vinci drawings and
figurative sculptures. Musicians strolled throughout the crowd as 550 guests dined on an elaborate spread of Italian delicacies. After the sculpture was illuminated, attendees
watched a live dressage performance (a traditional dance between a horse and its rider), followed by an 8-minute fireworks display. In the Italian tradition, parting guests
received chocolates.
Nightmares, Nightmares, Nightmares
Despite months of meticulous planning, Seyferth encountered its share of unforeseen challenges, according to Geri Nichols, manager of special events/creative services, and
Karen Baker, an account executive. The Marine Corps band's transportation fell through four days out when their planes had to be redeployed for military purposes, and Seyferth
had to scramble to find an air carrier with enough open seats to accommodate the 27 band members. And after a week's worth of rehearsals designed to make the Friesian horse team
comfortable with their routine, one of the horses became sick and had to be replaced at the last minute. The client added 100 extra people to the evening gala's guest list last
minute, mandating a need for more food and a bigger tent. And finally, the morning event was preceded by the first frost of the season. Seyferth staffers scrambled at 4 a.m. to
assemble extra coats, and to make sure walkways were de-iced.
Beautiful Results
In the end, Seyferth surpassed its objectives mightily. Visitors to the sculpture park jumped noticeably - more than 35,000 in October 1999 vs. only 7,500 in October of 1998.
And FMG membership jumped from 5,800 to 8,700. Today, donations have reached an all-time high.
The bronze statue's unveiling received both local and national media attention, although the morning event failed to garner the morning talk show placement planners had hoped
for. (Media relations for the event was handled separately by Resnicow Schroeder in New York.) What's certain is that the events generated a swell of community pride. When a
Time magazine article snubbed the sculpture's debut with the remark, "What's next, a second Mona Lisa in Sioux Falls?" community members flooded the publisher's offices
with faxes and letters. Time's editors ultimately apologized for the comment.
20/20 Hindsight
In the months leading up to the statue's unveiling, Seyferth & Associates
worked with a board committee of the Frederik Meijer Gardens, as well as more
than 600 arts volunteers. "My advice is document, document, document," says
Geri Nichols, manager of special events and creative services. Meticulous timelines
and accountability lists helped keep track of a million details, and of who
was responsible for what. Seyferth & Associates 616/776-3511
http://www.seyferthpr.com.
Seyferth: A Portrait
HQ: Grand Rapids, Mich.
Founded: 1984
Billings (1999): $3 million
Staff: 28
Staff on FMG account: 4-5
Campaign span: Dec. 1998 - Oct. 1999
Budget: $250,000