CowParade An Event

october 2012 OCT. 2012 1.1

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CowParade Welcomes you!

CowParade has been staged in over 75 cities and towns, bringing smiles to over 300 million people worldwide. Each CowParade

event has a few common elements – sponsors, artists and beautiful cows.

This document explains these common elements, but has been drafted in the spirit that each event city or region is unique,

each requiring a special approach.

What’s your reason to join the herd?For Art, For Charity, For Fun!

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CowParade is dedicated to the promotion of (public) art,charity and fun. We believe that art is meant to be enjoyedby people from all walks of life. CowParade’s events accomplish just that by bringing art tothe streets free of charge to the residents and visitors to the host city.

The CowParade concept originated in Zurich in 1998 and was followed by acclaimed events in Chicago (1999) & New York City (2000). Since then CowParade has been in morethan 75 cities across all continents and more than 6.000 life sizecows have graced the streets of the world.

And CowParade continues to grow! Every year new CowParadeevents are organized, new artists get involved and moremoney is raised for charity and non-profit institutions

CowParade The Story©

A CowParade Event will attract a lot of Media attention

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1998 The first CowParade Eventin Zürich, Switzerland

Smallest Eventin Ventspils 24 cows

x 19 Biggest Event in New Yorkwith 450 cows!

Oprah Winfrey, Elton John and Ringo Starr are owners of an original CowParade artwork

9% of all the 5000displayed cows were in New York

over $30 million h a s b e e n r a i s e d f o r charity,

for chi ldren’s hospitals and other

n o n - p r o fi t s a r o u n d t h e w o r l d

3 0 0 m i l l i o n p e o p l e o n 6 c o n t i n e n t s a n d i n 3 2 c o u n t r i e s h a v e s e e n a t l e a s t o n e C o w P a r a d e e x h i b i t i o n .

6,000 cows have been painted and transformed by thousands of artists

The Penny Bull auctioned off in Austin Texas (2011) was the most expensive one so far. It raised 150,000 dollars

Events 2012-2013Goiania (Brazil), Ventspils (Latvia)

Raleigh-Durham (North Carolina)

Toulouse (France)

Belfast (Northern Ireland)

Shanghai (China) Panama City (Panama),

White Plains (New York)

1998 The first CowParade Eventin Zürich, Switzerland

Smallest Eventin Ventspils 24 cows

x 19 Biggest Event in New Yorkwith 450 cows!

Oprah Winfrey, Elton John and Ringo Starr are owners of an original CowParade artwork

9% of all the 5000displayed cows were in New York

over $30 million h a s b e e n r a i s e d f o r charity,

for chi ldren’s hospitals and other

n o n - p r o fi t s a r o u n d t h e w o r l d

3 0 0 m i l l i o n p e o p l e o n 6 c o n t i n e n t s a n d i n 3 2 c o u n t r i e s h a v e s e e n a t l e a s t o n e C o w P a r a d e e x h i b i t i o n .

6,000 cows have been painted and transformed by thousands of artists

The Penny Bull auctioned off in Austin Texas (2011) was the most expensive one so far. It raised 150,000 dollars

Events 2012-2013Goiania (Brazil), Ventspils (Latvia)

Raleigh-Durham (North Carolina)

Toulouse (France)

Belfast (Northern Ireland)

Shanghai (China) Panama City (Panama),

White Plains (New York)

CowParade The Facts©

Sponsorship is the most important element to a successful CowParade event. CowParade exhibitions are self-funded and the timing of each is tied to the early success of the sponsorship campaign. Without sponsor funds, cows cannot be manufactured, shipped, painted and auctioned off.

Patrons can be corporations, retailers, hotels, restaurants, associations, even individuals etc. Special opportunities are available for patrons who seek a broader, more dynamic association with CowParade. Sponsorship packages are available at numerous levels and will be customized to meet requirements.

CowParade The Sponsors

Example Sponsor plate

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CowParade Key Sponsor Benefits

There are many Sponsor benefits. Let’s name a few:CowParade events are staged in a first-class manner and are the attraction in the city for the entire duration of the event. In most cities, it is the first art event to involve the city’s own artists or artists other than just the appointed ‘elite’.

Other benefits are:

- Long-term exposure (3 to 6 months during event, along with significant pre and post-event exposure versus a typical festival lasting a weekend or one week).

- Many people to see and interact with the sponsored cow

- Custom sponsor packages to distinguish participation.

- Long term an inspiring engagement of all parties involved.

- Emphasizes social and cultural awareness of the organisation.

- Benefits local charity and aspiring local artists.

- Positive media exposure.

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CowParade seeks to celebrate the artistic talent of the host city and looks for participation from all segments of the art community (from artists both well known to undiscovered. ) The call for submissions should be made to as broad an audience as possible.

The Art Committee, together with CowParade, should seek to involve as many high-profile artists and celebrities as possible to raise the profile of the event.

All designs will be collected and catalogued. Sponsors can review the submitted (and approved) entries and select the design(s)

Sponsors also have the opportunity to commission artists of their own choosing.

CowParade Art-ish

Standing Cow

Artist Name: ___________________________________________________________

Artist Phone Number : ___________________________________________________

Cow Name:____________________________________________________________

Please sign and return the original and two copies to MonaCowParade

Grazing Cow

Artist Name: ___________________________________________________________

Artist Phone Number : ___________________________________________________

Cow Name:____________________________________________________________

Please sign and return the original and two copies to MonaCowParade

Sitting Cow

Artist Name: ___________________________________________________________

Artist Phone Number : ___________________________________________________

Cow Name:____________________________________________________________

Please sign and return the original and two copies to MonaCowParade Example of Artist Outline

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The closing event of a CowParade event is the live auction, one of the highlights of the entire event. An auctioneer will auction off a selection of the CowParade cows for charity.

The Charity that will benefit by the auction will be picked by the host of the CowParade event. The main goal of the auction is raising as much money as possible.

The auction attracts great attention among local media and citizens as it is a truly unusual and special event.

The best performing Cow in an auction? The Penny BullCowParade Austin, Texas 2011It raised 150,000 dollar for charity.

CowParade Auction for Charity

Example of an Auction invitation

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CowParade events are self-funding exhibitions. To give an idea of what should/could be in the event budget:

Event Management & OrganisationPR – Photography Design FeesAdvertisingCow RestorationCow TransportationVenue Decoration & LightingSecurityAuctioneer – Catering

(A complete example of an event budget is available upon request following initial introduction.)

CowParade Budget©

CowParade Event Communication Examples©

www.cowparade.net

How many Cows are in a CowParade? CowParades have ranged in size from 24 cows in Ventspils, New Zealand to 450 cows in New York City. The typical event has 75 to 150 cows. How long does a CowParade Last? The public display part of CowParade lasts 2 to 4 months. The public display is followed by a live auction, which takes place 2 or 3 weeks after the public display ends.

Where are the Cows displayed? The cows are displayed throughout the host city. Its streets, parks, and other public places become an outdoor museum for the cows. All cows can be seen by the public, free of charge. Who are the Artists?CowParade opens its events to all artists in the host city and region. Painters, sculptures, craftsmen, architects, and other creative and artistic individuals are welcome to submit a design for selection. Are the Artists paid for their work?Yes, each artist is paid on average the equivalent of $1,000 (USD) per cow. CowParade has contributed well over $3 million dollars to artist communities around the world.

CowParade The Questions©

CowParade The Questions

Where are the cows painted and prepared? The Host Partner may source grand locations where artists can paint their cows. This space can also serve to promote the event and be the official event headquarters, depending on the desirability of the location. During the public display, this space can serve as the cow hospital where cows get repaired and refurbished for the auction.

Can we organize additional activities? Every idea that has a logic link to a CowParade event and supports one of the elements can be undertaken. Think off an activity for media, schools, sponsors etc.

How big are the Cows? The cows come in three basics shapes.Standing - head up - (L 95” x W 29” x H 57”) (L 241 cm x W 73,66 cm x H 144,78 cm) Grazing - head down - (L 84” x W 29” x H 48”) (L 213 cm x W 73,66 cm x H 121,92 cm) Reclining - (L 88” x W 44” x H 42”) (L 223,5 cm x W 111,7 cm x H 106,68 cm)

Do the Cows get harmed? Too much public affection, and sometimes vandalism, does take its toll on the cows and some cows need repair during and after the public display. In each event, organizers staff a Cow Hospital to repair cows the moment they are injured.

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The End.

™&©2012 CowParade Holdings Corporation