Fa neutral report_2012

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SPONSORREPORT 2012

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ContentParque Arte Foundation

Festival Abierto

ArchitectureAlliances & other SponsorsReachSocial Media & WebCommunicationsInaugurationMedia Newspaper & Magazine ImpressionsOpen Tree Collective Art Project Live Music & Performances

Future Editions

Financial Report

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5

1120273141

46485663

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107

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01

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ParqueArte is a nonprofit organization that produces and

promotes Cultural Events using public spaces in Panama

City. ParqueArte is supported by Abierto Corp., a company

dedicated to providing solutions for Corporate Social

Responsibility, connecting with artistic and cultural groups.

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4SOURCE: OMG Proprietary Milennials Study, 2011

As a region excel in supporting social causes.Q30.r03 - Total agree - I am much more comfortable shopping in stores or buying products / services from companies that donate to charity.

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5

The New Face of CSR in Panamá –

Festival Abierto01.

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Festival Abierto is birthed from the dream of living in

a clean Panama where its citizens are environmentally

conscious, and their actions have a positive & concrete

impact towards the sustainability of our environment.

The time is now to initiate actions that generate big

changes in how our society treats Panama’s natural

reserves.

With a focus on endangered marine life, the tropical rain

forest, and native animals, Festival Abierto is a free event,

bringing Panamanian companies, institutions, and NGOs

together to cross-polinate knowledge about the country’s

biodiversity.

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A FREE Educational, Cultural, Scientific & Artistic Festival for Panamá

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“A Festival that will show how to make of our Earth a healthier environment.”Marta Linares de Martinelli, First Lady of the Republic of Panama

“With an initiative like this I believe Panama is capable of leading a good path, because the possibilites are there... there is a responsible youth that wants to join these activities.” Olga Sinclair, Artist

“Festival Abierto has a very important role; reach all types of audiences, no matter what their socio economical status is and offer free access to art, in a non intimidating environment.” Carmen Aleman, ArteConsult Gallery

“Open... a very simple word, very fundamental, but full of promises...” Patrick Dillon, Architect

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MANIFESTOBRAND VALUESOF FESTIVAL ABIERTO

Enrich people’s livesThe Festival looks to enrich people’s lives through education.

Education through mobile is a focus to counter balance its lack of penetration in Latin America, a continent searching for tools to spread information and culture, to impact and enrich the life of its people.

InnovationFestival Abierto is innovative because of its artistic and cultural exposure to interactive and educational communities.

Festival Abierto uses sustainable spaces, the pavilions, where audiences are able to enter and generate collective experiences in new behavioral patterns around sustainability.

Aesthetic DesignFestival Abierto parts from a specific aesthetic conscience since it’s created around a structural base.

We use the power of architecture to design both physical and digital spaces, exemplified

by our focus on image and aesthetics in all communication campaigns.

TrustworthyInvestment in Festival Abierto is a trustworthy proposal since it operates as an institution through the Office of the First Lady.

Smart TechnologyTraining people in creating efficient power is demonstrated through the Festival. All pavilions are hand-built with smart construction methods that allow them to consume less; and be reused. Audiences can see first-hand solutions on how to apply technology to reducing waste and excess materials.

We also applied this type of intelligence in the organizational structure of Festival Abierto. Less is more.

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Bio Museo Smithsonian

Zona ColonialCanal de Panamá

Pecha Kucha

Taller Cruz Diez

La Prensa

Biblioteca Nacional

Parque Omar

YEAR ONEINITIAL MEETINGS & PREPARATION

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ArchitecturePROCESS & RENDERS

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ARCHITECTUREProcess

Structure Mockup

Modular Explorations

Tetra Pak & Base StructureConstruction

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ARCHITECTUREStructure

Details1. LG Mono-X 255W Solar Module2. LG 4W-MR16 LED Lighting Heads3. Tetra Pak Poly-Alum panels

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1

2

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ARCHITECTURELG Mono-X 255W Solar ModuleLG 4W-MR16 LED Lighting Heads

Display racks, lobby, reception areas, corridors, stairway, window etc.

Diverse Beam Angles and Colors

A wide range of choices in beam angles and colors.

More than 80%Energy Saving

LG LIGHTING

Excellent Alternative

Significant energy savings over 80% through simplereplacement compared to conventional halogen lamp.

ECO

BEST

Control Recycle PLACE

Compatible

SHARE

COMFORT Anti-Glare Anti-Glare

40% SAVE

₩

Recycle Easy Install Packaging DESIGN

DESIGN

HIGH

Long LIFE

40% SAVE

₩

Long LIFE

ANGLE SAVE

eSolution

e

Solution

SunLight

Low-Temp Wireless

50,000hrs

50,000hrsEnergy SAVE

e

eEnergy SAVECOMFORT

NATURAL

NATURAL

Compatible

Compatible

Wide Application Coverage

Natural light with comfort for wide application.

ECO

BEST


Compatible

SHARE


40% SAVE

₩


DESIGN

HIGH

Long LIFE

40% SAVE

₩

Long LIFE

ANGLE SAVE

eSolution

e

Solution

SunLight

Low-Temp Wireless

50,000hrs


e

eEnergy SAVECOMFORT

NATURAL

NATURAL

Compatible

Compatible

Eco-friendly

Eco-friendly light source, which contains no mercury and low CO2 emission.

ECO

BEST


Compatible

SHARE


40% SAVE

₩


DESIGN

HIGH

Long LIFE

40% SAVE

₩

Long LIFE

ANGLE SAVE

eSolution

e

Solution

SunLight

Low-Temp Wireless

50,000hrs


e

eEnergy SAVECOMFORT

NATURAL

NATURAL

Compatible

Compatible

ECO

BEST


Compatible

SHARE


40% SAVE

₩


DESIGN

HIGH

Long LIFE

40% SAVE

₩

Long LIFE

ANGLE SAVE

eSolution

e

Solution

SunLight

Low-Temp Wireless

50,000hrs


e

eEnergy SAVECOMFORT

NATURAL

NATURAL

Compatible

Compatible

CO² emission (Unit : kgCO²)Mercury Contents (Unit : mg)

LG LED MR16 is the high-effi cient light source with excellent thermal dissipation and elegant design. LG LED MR16 is designed to replace conventional standard halogen refl ector lamps.

LED MR16

Energy Saving by High Efficiency

Over 80% energy saving yearly compared with standard halogen reflector lamp and short payback period ofabout 1.4 Year.

Low Maintenance Cost

Low maintenance cost due to extremely long lifetime of 50,000 hours.

ECO

BEST


Compatible

SHARE


40% SAVE

₩


DESIGN

HIGH

Long LIFE

40% SAVE

₩

Long LIFE

ANGLE SAVE

eSolution

e

Solution

SunLight

Low-Temp Wireless

50,000hrs


e

eEnergy SAVECOMFORT

NATURAL

NATURAL

Compatible

Compatible

ECO

BEST


Compatible

SHARE


40% SAVE

₩


DESIGN

HIGH

Long LIFE

40% SAVE

₩

Long LIFE

ANGLE SAVE

eSolution

e

Solution

SunLight

Low-Temp Wireless

50,000hrs


e

eEnergy SAVECOMFORT

NATURAL

NATURAL

Compatible

Compatible

Annual electricity cost (Unit : USD) Total cost of ownership Annual maintenance cost (Unit : USD)$13 cost saving per 1 unit

Total maintenance cost for 10 years (Unit : USD)$117 cost saving per 1 unit

Annual Electricity Cost (Unit : USD)

LG LED MR16

LG LED MR16

Halogen Lamp

$1.9

$9.5

80%

Total Cost of Ownership (Unit : USD)

Halogen Lamp

1 2 3 4 5 (Year)

(USD)

5

10

Paybackperiod

1.4 year

Annual Electricity Cost (Unit : USD)

LG LED MR16

LG LED MR16

Halogen Lamp

$1.9

$9.5

80%

Total Cost of Ownership (Unit : USD)

Halogen Lamp

1 2 3 4 5 (Year)

(USD)

5

10

Paybackperiod

1.4 year

※Based on 12 hrs operation per day, electricity cost $0.11/kwh and 2.2 times replacement of halogen lamp.※Calculation result may differ by the lamp unit price, operating conditions and product lifetime.

※ Based on 12 hrs operation per day, electricity cost $0.11/kwh and 2.2 times replacement of halogen lamp.※ Calculation results may differ by the lamp unit price, operating conditions and product lifetime.

Total Maintenance Cost for 10 Years (Unit : USD)$117 Cost saving per 1 unit

LED

Annual Maintenance Cost (Unit : USD)$13 Cost saving per 1 unit

LEDHalogen Lamp Halogen Lamp

Lamp replacement cost ($)

Annual electricity cost ($)

2nd~10th year cost ($)

1st year cost ($)

87%75%

$5.6

$9.5

$136

$18$17$20$1.9

Total Maintenance Cost for 10 Years (Unit : USD)$117 Cost saving per 1 unit

LED

Annual Maintenance Cost (Unit : USD)$13 Cost saving per 1 unit

LEDHalogen Lamp Halogen Lamp

Lamp replacement cost ($)

Annual electricity cost ($)

2nd~10th year cost ($)

1st year cost ($)

87%75%

$5.6

$9.5

$136

$18$17$20$1.9

29.7

Mercury Contents (Unit : mg)

100~150

200~250

10~20

Metal HalideLamps

Halogen LampsFluorescentLamps

MercuryLamps

0

LED LED

CO₂ Emission (Unit : kg)

99.0

80%

Silver

Puple

Titan

15° 36° 60°

15° 36° 60°

LG240M1C / LG235M1C / LG230M1C

LG MonocrystallineSolar Module

Dimensions (mm/in)

Characteristic Curves

North America Solar Business Team LG Electronics U.S.A. Inc1000 Sylvan Ave, Englewood Cliffs, NJ 07632Contact : [email protected]

http://www.lg-solar.com

Product specifications are subject to change without notice,LG, LG logo, and Life·s Good are trademarks of LG Electronics, Inc. worldwide. Trademarks and intellectual properties LG Electronics, Inc. are protected by international copyright laws

946.4 / 37.25

1632

/ 6

4.25

92.3

/ 3.

6

986 / 38.82

351.

8 /

13.9

23.4 / 0.92

42 / 1.65

186.

8 / 7

.4

926 / 36.46

(+) (-)

1000

/ 3

9

11x6.5 / 0.26

12 x 5 / 0.20

2-Ø4.3 / 0.16

Pmax

Voc

Isc

2

4

0 5 10 15 20 25 30 35 40

0 5 10 15 20 25 30 35 40

6

8

9

Pmax

Voc

Isc

2

4

0 5 10 15 20 25 30 35 40

0 5 10 15 20 25 30 35 40

6

8

9

Mechanical Properties

Cells

Cell vendor

Cell type

Cell dimensions

# of busbar

Dimensions (L x W x H)

Maximum load (Pa)

Weight

Connector type

Junction box

Length of cables

6 x 10

LG

Monocrystalline

156 x 156 mm2

6 x 6 in2

3

1632 x 986 x 42 mm

64.25 x 38.82 x1.65 in

5400

18.93 kg / 41.73 lb

Tyco connector IP 67

IP 65 with 3 bypass diodes

2 x 1000 mm / 2 x 39 in

Certifications & Warranty

Certification (To be

processed or pending)

Product warranty

Output warranty of Pmin

IEC 61215 Ed.2,

IEC 61730, UL 1703

5 years

12 years - 90%

25 years - 80%

*The electrical properties applies under Standard Test Conditions (STC) with 1000 W/m2 irradiation, 25°C cell temperature, and AM 1.5 spectrum.The rated electrical characteristics are subject to a manufacturing tolerance of 0~3%

*The nameplate power output is measured and determined by LG Electronics at its sole and absolute discretion.

Electrical Properties (*STC)Max. output (Pmax)

Performance tolerance

Module efficiency

MPP voltage (Vmpp)

MPP Current (Impp)

Open-circuit voltage (Voc)

Short-circuit current (Isc)

Maximum system voltage

Series fuse rating (A)

240 Wp 235 Wp 230 Wp

0 ~+3 %

14.9 % 14.6 % 14.3 %

29.7 V 29.6 V 29.5 V

8.10 A 7.94 A 7.81 A

36.9 V 36.8 V 36.6 V

8.58 A 8.49 A 8.37 A

1000 V (UL 600 V)

15 A

NOCT

Pmax

Voc

Isc

45 ± 2 °C

-0.46 %/K

-0.34 %/K

0.046 %/K

Temperature Coefficients

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Tabla 1: Resistencia a la Tracción, Resistencia a la Flexión y Absorción de Agua de las Placas Recicladas

Tabla 3: Determinación del índice de propagación superficial de llamas

Tabla 2: Resistencia a la Tracción, Resistencia a la Flexión y Absorción de Agua de las Tejas Recicladas

ARCHITECTURERecycled Tetra Pak Poly-Alum panels

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ARCHITECTURERenders

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ARCHITECTUREFinal StructuresDay

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ARCHITECTUREFinal StructuresNight

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Alliances & other SponsorsPrivate enterprises who participated in Festival Abierto are led by LG, and all comply with the principles of CSR.

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Participants2012

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HAPPY POSTS

ROBA MORENA

ROCKISTMO

DONA FELICIDAD

ECO CREANDO

TETRA PAK

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TORTUGUIAS

GLOBAL BRIGADES

RECIMETAL

ALIANZA ZERO CONTAMINACION

SEMBRARTE

FUNDACIÓN AMANECERES

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YO VOY VERDE PROGRAMA BANDERA AZUL ÁNGELES DE LOS ANIMALES

JARDINES URBANOS CREATE INVEST FUNDACIÓN OLGA SINCLAIR

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Reach

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Initiating on Earth Day, Festival Abierto impacted the collective conscious of Panama with more than 10,000 visitors coming to the Park, more than 300,000 people reached via social media, more than 110 publications (web, newspapers, TV, editorial, and radio), more than 250 banners and videos on the streets.

300,000 Tetra Pak cartons were recycled into Poly-Alum panels to create the pavilions at the festival.

During the two days of the Festival we produced 92 kilowatts of electricity using LG Mono-X solar modules, which is equivalent of powering 10 average Panamanian households for a day.*

OOH value $65,000. Ad value $47,000. PR value $190,000.

Metrics were provided by RUA-Porter Novelli Agency.Electrical metrics provided by PSI energy consultants.

*using 8~10kw a home standard

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29Metrics were provided by RUA-Porter Novelli Agency 29

46%28%10%5%2%

Newpaper: $87,000Web: $52,000TV: $37,000Editorial: $10,000Radio: $4,000

PUBLICATIONS AND PR VALUE

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+10,000 PEOPLE ATTENDANCE

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SOCIAL MEDIA&WEB

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+1,338 Followers

SOCIAL MEDIATwitter

Tweet DensityThe density of tweets was constant throughout the campaign with its followers and had the highest interaction vaulues on wednesday and saturday at noon.

Tweets:Messages originated from the brand.Replies:Messages that the brand writes to respond to other peoples tweets.RTs:Other peoples tweets that the brand uses to show to its followers.FFs:User recommendations.

From the 22nd of March - 22 of April a total of 766 people followed Festival Abierto on Twitter.

Growth

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SOCIAL MEDIATwitter

In the days of the festival the number of followers went from 824 to 975. After the festival the number peeked at 1145 displaying the continues interest.

Tweets with furthest reach were able ranged from 7,310 to 21,247 twitter users.

3 Retweets21,247 People ReachedSintoniza YA @mas23tv con los últimos

detalles del #FestivalAbierto!!!

18 Tweets1 reply7,310 People ReachedBuenos Díaz Amig@s. Estamos

super emocionadas que MAÑANA

es el Festival Abierto! Vengan al

Parque Omar 10 A.M.!

no te pierdas!

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SOCIAL MEDIATwitter

Trendsmap report displaying second highest tweeted name for April in Panama.

Hashtracking.com report displays Festival Abierto at 3rd place in their top ten list of impressions in Panama.

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SOCIAL MEDIAFacebookCommunication

The Festival Abierto Open Tree announcement and tree gallery had the highest impressions during two months, it was later surpassed by the band lineup publication with 75 shares and was seen by over 2,548 people on Facebook.

The age group for Festival Abierto followers in Facebook ranged from 18-24 years in the beginning, and reached an age group of 34 year olds by the day of the Festival.

Growth was of 65% in only one month, which is astounding.

+2,225 Likes

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SOCIAL MEDIAFacebookImpact

In the last 30 days of publication 261 posts (147 from Festival Abierto and 114 from followers), reached 2,944 participating people with likes and comments to a total of 6,926 (more than twice per person). This “voice” allowed that 108,580 people would see the name of Festvial Abierto on Facebook with a total of 931,218 (more than 15 times per person).* Festival Abierto’s Facebook page was clicked on over 187,872 times by followers and non-followers.

*The two variables mentioned demonstrates possible duplicates of people and is stands for an indicator of measurement.

March 24 - April 22

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SOCIAL MEDIAFacebookDistribution Demographics

Fan percentage for 18-25 year olds to 34 year olds reached an equal percentage of 22%-23%.

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SOCIAL MEDIAFacebookGrowth

Facebook fan support maintained a constant growth with the highlighted peak dates being the 21-22 of April.

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SOCIAL MEDIAFacebook

Publication DensityThe highest number of participation was reached on thursday 9 am, while the rest of the days conversations remained constant with the fans.

Facebook’s most liked message had a reach to over 2,500 people.

Performance

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WEBSITEFestivalabierto.comVisitors Overview

LocationOver 50 different countries in the world looked at Festival Abierto’s website during the months of March - May.

Total Visits: 9,217

Unique Visitors: 6,329

Pageviews: 15,046

Pages/Visit: 1.63

Avg. Visit Duration: 00:01:48

Bounce Rate: 71.68%

% New Visits: 68.67%

Digital Downloable Guide for the Festival was provided to have to reduce the carbon footprint.

68.71% New Visitor

6,333 Visits31.29% Returning Visitor

2,884 Visits

Countries that visited www.festivalabierto.com

Statistics for festivalabierto.com March - May 2012

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PRESS CONFERENCEOn March 28 we were honored to have Mrs. Marta Linares de Martinelli, First Lady of the Republic of Panama to announce the Plan for 3 years of Festival Abierto.

COMMUNICATIONS

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MEDIAPress Conference Media Attendance

SERTV

RPC

LA ESTRELLA

EL VENEZOLANO NEWS

LA PRENSA

LA OPINIÓN

MI DIARIO

LA OPINIÓN

WEEKEND (Diario la Prensa)

OCEAN DRIVE

MUJER

RADIO MIA

PRENSA.COM

LATERAL PTY

DESPACHO DE LA PRIMERA DAMA

LATERAL

TV

NEWSPAPER

MAGAZINES

RADIOWEB PORTALS

INSTITUTIONS

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From left to right: Adela Mendoza Director of Public Relations LA PRENSA, Se Wo Park President LG, Maria Gilma Arrocha Director for Legal and Art FESTIVAL ABIERTO, Marta Linares de Martinelli FIRST LADY PANAMA, Ana Melissa Correa President PARQUE ARTE, Jong Hwa Duly Lee Executive Director and Planner FESTIVAL ABIERTO, Liliana Morales Director of Communications TETRA PAK, Dr. Oris Sanjur, Director for Scientific Support SMITHSONIAN INSTITUTE FOR TROPICAL RESEARCH.

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SILENT AUCTIONArt pieces printed on Tetra Pak recycled panels, raised more than $9,000 Dollars. A number well above all expectations.The silent auction was carried out by arteconsult Gallery and Fundación Fundahrte.

INAUGURATION

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MEDIAInaugural Celebration

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MediaNewspaper & Magazine Impressions

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MEDIANewspaper & Magazine Impressions

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MEDIAWeb Impressions

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MEDIAMessages

Spreading Knowledge

It was important for us to create interest and

share knowledge using the artworks displayed in

banners in both digital and outside displays.

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MEDIAOOH

Calle 50Av. Vía IsraelAv. Samuel Lewis

Av. Cincuentenario

Causeway de Amador

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Open Tree Collective Art Project

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OPEN TREE COLLECTIVE ART PROJECTLG PRICE GIVEAWAYS FOR MOST TWEETED TREES

No Creative BoundariesOver 220 trees and counting in an amazing palette of styles, colors and voices from people not only in Panama but around the world.

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MUSIC & PERFORMANCES

LIVE

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LOS TRES

SYSTEMA SOLAR

RAICES Y CULTURASEÑOR LOOPCIENFUECARLOS MÉNDEZORQUESTA GARASHLOLAS

CHILE

COLOMBIA

PANAMA

BAND LINE UPMAIN STAGE

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6666

6767

6868

6969

7070

7171

7272

7373

7474

7575

7676

7777

7878

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Adrian BenedettiOne Park at a time: Saving Environmentalism in Panama

Passing through por Nána+na Danza Jaguar Clandestino Música por Roba MorenaYOGA para Niños y KarateTeatro Mundo Esperanza (Teatro Casa Esperanza)

Modelaje de proyecto reciclaje de Plástico de Fundación Suiza de CooperaciónLOS COLORADOS + Launch of New Music Video

Poesía y Performance de Mar AlzamoraTeatro CarilimpiaYoga para adultosOne day on Earth

LINE UPSTAGE II

<

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Passing through por Nána+na Danza Poesía y Performance de Mar Alzamora

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Music Performances

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Left Top: Música por Roba MorenaLeft Bottom: Teatro Mundo Esperanza (Teatro Casa Esperanza)

Right: LOS COLORADOS + Launch of new Music Video

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>Entrada FestivalRAMPA BIBLIOTECA

ENTRADAPEATONAL

ENTRADAPRINCIPAL

4

7

2 3

5

1 6BB1

BB2 A

C

ON LOCATIONPARQUE OMAR

MAP

1

2

3

4

5

6

PARKING

LIBRARY & ART EXHIBIT

FOOD / BEVERAGES / MARKET

STAGE II

BRIDGE

LIVE MUSIC STAGE

7 OPEN TREE EXHIBITCOCEAN

AJUNGLE

BBEARTH

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ONE FESTIVAL ABIERTOONE LOVE

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8585

8686

8787

8888

8989

9090

9191

9292

9393

9494

9595

9696

9797

9898

9999

100100

Teatro Carilimpia

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102102

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FUTURE EDITIONS

03.

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2013“PACIFIC OCEAN”

To celebrate the 500 anniversary date of the discovery of the Pacific Ocean, the first Lady of the Republic of Panama will be inviting the world – as a commercial and cultural strategy – to come to Panama to celebrate this historic event.

Festival Abierto 2013 joins this initiative as a program to invite ATP (Authority for Tourism in Panama)

to invite visitors to Panama of the entire continent.

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2014“PANAMA CANAL”

The Panama Canal celebrates its 100th birthday and Festival Abierto with Public Institutions will be celebrating this event for its magnificent world marvel.

An incredible closing will be in the works to celebrate the 3rd year of Festival Abierto.

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FINANCIAL REPORT

03.

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FINANCIAL REPORT2012 PRODUCTION VALUE

ParqueArte StaffCreative Services

Marketing ProductionPR Services

OOHAdvertising

Music ProductionInternational Artist LodgingInternational Flight Tickets

Infrastructure & ArchitectureEnergy Installation

Artists ExpenseArt Auction Production

Staff Volunteer CostsOn-Site & Security Services

Clean UpYear-long Workshops

TOTAL

Cash SponsorIn-Kind Donation

$10,000 $52,000 $15,000 $11,000 $65,000 $47,000 $63,000 $17,000 $15,500 $40,000 $12,000 $6,000 $4,000 $2,500 $3,000 $2,000 $5,000

$360,000

$162,000 $198,000

Actual Cost

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THE SEED HAS BEEN PLANTED.HELP US MAKE IT GROW.

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visit us at: festivalabierto.com

follow us at: facebook.com/festivalabierto or @FestivalAbierto

contact us: [email protected]

call: (507) 225-7167

fax: (507) 206-2525

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THANK YOU111

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