“Celebrate Loveland” Maxi Entry Description of Entry: The Retail team recognized the need to tangibly connect The Marketplace at Centerra. In keeping with Loveland's commitment to art and strong sense of community, the team designed and created a ceramic tile mosaic wall in a collaboration effort with ARTSTEPS, Boys & Girls Clubs of Larimer County and other children within the community. 288 hand-painted tiles came together as one complete "tile wall" at The Marketplace at Centerra. The theme "Celebrate Loveland" incorporates four different topics which are important to the heritage and culture of Loveland: Agriculture, Colorado Central Railroad, Big Thompson River, and Loveland's namesake "Sweetheart City." The project, which was funded in full by center ownership (the center does not have a marketing budget) created a lasting piece of art that truly connected with the community. The Situation: The Marketplace at Centerra is a 492,307 square foot power center located at the intersection of Interstate 25 and U.S. Highway 34 in Loveland, Colorado. The center is the largest power center in Northern Colorado and enjoys a regional draw due to its diverse shopping, dining and entertainment options. Recently expanded, the center includes retailers such as Bed Bath & Beyond, Panera Bread, Old Navy, and Joann Stores and attracts visitors from as far away as Wyoming, Kansas and Nebraska. But more importantly, the center is a shopping hub for the Loveland community. The collection of restaurants and retailers have made The Marketplace at Centerra a popular gathering place for local families - something not usually achieved by a power center. The city of Loveland is the sculpture capitol of the United States, boasting a multi-million dollar collection of bronze sculptures placed throughout the city in public places. Seventy percent of the bronze sculptures founded or created in the United States come from Loveland. The dozens of art galleries, studios and foundries, including the international headquarters for Zimbabwean Chapungu sculpture, are the pride and joy of Loveland and demonstrate its commitment to art and culture. Loveland was the first city in Colorado to adopt an Art in Public Places ordinance. The McWhinney Retail Team realized the need to connect The Marketplace at Centerra to the community in a more tangible way. The team wanted to create a project that would not only accomplish this, but involve the children of the community to create a lasting work of art at the center - a contribution to the community and the people that support the center.

Because The Marketplace at Centerra has neither a developer funded marketing budget or a retailer funded marketing fund, the team knew their biggest challenge would be not in creating the project, but in persuading center ownership to sponsor the project. Objectives & Strategies: Objective: Petition center ownership to financially sponsor the project. Strategy: Create a unique project that center ownership would be proud to include at The Marketplace at Centerra. Objective: Connect The Marketplace at Centerra to the Loveland community by creating a lasting piece of art at the center. Strategy: Create a space at the center for a project that would combine individual pieces of art in to one piece of art. Strategy: Recognize the importance of art to Loveland as well as the rich history of the area by creating a theme for the project, thus ensuring that the project is relevant as well as visually appealing. Strategy: Invite children from the community to participate by creating the art. Tactics: Research was conducted to determine which potential themes would recognize the heritage of Loveland as well as create a visually appealing piece of art. The Retail Team chose to create a children's ceramic tile art wall using the themes of Agriculture, the Colorado Central Railroad, the Sweetheart City, and the Big Thompson River and christened the project "Celebrate Loveland." The team researched the potential costs of the project and created a proposal that would be used to persuade center ownership to fund the project in the amount of $7,795.

Once funds were secured, the team worked with Beth Kemper, a local artist and her ceramics studio The Paisley Pot, to provide the tiles and supplies, facilitate working with the children that would create the art, and then fire the tiles in preparation for installation. A local elementary school art teacher introduced the team to ARTSTEPS. ARTSTEPS is a collaborative effort of the Thompson R2J School District, the Loveland Museum and Aims Community College and is comprised of over 100 students from 5th to 12th grade from each school in the district. In addition, children from Boys & Girls Clubs of Larimer County, High Plains Village (the residential neighborhood located directly behind the center) and of McWhinney Enterprises employees were invited to create a tile. In late February and early March, supplies were taken to ARTSTEPS and the Boys & Girls Clubs. The Paisley Pot also accommodated children who wanted to paint a tile. Two hundred eighty-eight tiles were created by children ranging from two to eighteen years old using the four selected themes. As new retailers were opening in the expanded center in April 2006, "Celebrate Loveland" was installed. With only $2000 of the original $7,795 budget available for promotional activities, the team planned a dedication event to be held on May 13, 2006. The team chose to focus on the children rather than spend its funds on expensive advertising, wanting to create something the children and their families could enjoy. The event would include a bounce house and a balloon artist as well as refreshments donated by center retailers. The event was promoted via invitations to the children who created tiles and residents of High Plains Village as well as a newsletter article with the Chamber of Commerce and story pitch to the local newspaper business reporter. Results: Objective: To petition the owner of the center to financially sponsor this project. Result: McWhinney Enterprises saw the importance of the project not only to The Marketplace at Centerra, but also to the city of Loveland and agreed to provide a $7,795 budget for the project. McWhinney Enterprises CEO Chad McWhinney personally dedicated "Celebrate Loveland" and many members of the McWhinney family were present to enjoy the event.

The Retail Team worked hard to provide bang for the buck to ownership, and brought the project in at $4,683 - 39% under the funding agreed to by center ownership! Objective: Connect The Marketplace at Centerra to the Loveland community by creating a lasting piece of art at the center. Results: "Celebrate Loveland" did create a lasting piece of art at The Marketplace at Centerra. Nearly 300 local children participated in the project, representing a diverse cross section of the community and forever connecting the center to those families. Children are seen daily at "Celebrate Loveland" showing off their work for delighted family members and friends. By incorporating the themes that recognize and celebrate the culture of Loveland, Colorado: Agriculture, the Colorado Central Railroad, the Sweetheart City and the Big Thompson River, the center has created a lasting mark on the community.

“Celebrate Loveland” The Marketplace at Centerra Expense Summary Since the center has no marketing budget, all funds were secured via sponsorship dollars provided by center ownership. In addition, refreshments were donated by retailers at The Marketplace at Centerra.

Description Vendor Actual Cost

Cost to The Marketplace at

Centerra

325 6” ceramic tiles @ $6/ea The Paisley Pot $2,081.00 Install tiles on wall T.D. Tile $890.00 Dedication plaque DaVinci Signs $600.00 Plaque Installation Bella Vista Stucco $120.00 Invitations – 600 Printed in-house on Avery

Postcards $50.00

Chamber Newsletter & Web Site

Loveland Chamber of Commerce $0.00

Inflatable Bounce House Royal Rentals $133.00 Balloon Artist The Balloon Gal $360.00 4 8’ banquet tables @ $8.75/ea

Mountain States Tent & Awning $35.00

4 8’ banquet table linens @ $9.75/ea

Mountain States Tent & Awning $39.00

PA system with microphone Mountain States Tent & Awning $130.00 16 baker’s dozen bagels @ $7.49/ea

Panera Bread $120.00

16 tubs of cream cheese @ $2.79/ea

Panera Bread $45.00

4 large containers of gourmet coffee

Saxbys Coffee $80.00

TOTAL VALUE OF SPONSORSHIP

$4,683.00 $0.00

Advertising Contents

Invitation Chamber Newsletter

Invitation

Chamber Newsletter— Page 1

Chamber Newsletter—Page 2

The Marketplace at Centerra is the largest power center in Northern Colorado and a shopping hub for the community of Loveland.

The Marketplace at Centerra Tenants Include:

Target PetsMart Pier One Marshalls Ross Joann Old Navy Lane Bryant Wells Fargo Panera Bread Chipotle Mimi’s Café Johnny Carino’s Chili’s Black-Eyed Pea Quizno’s Qwest Alert Cellular Qdoba Subway Chick-fil-A Good Times Saxbys Coffee Bed Bath & Beyond Sportsman’s Warehouse

The retail team saw the importance of connecting the center to the community, and in recognizing Loveland’s heritage with art, chose a

children’s ceramic tile art wall as the vehicle.

Once sponsorship dollars were secured, the retail team chose four themes for the art that reflected the heritage of Loveland.

For the first half of the 20th century Loveland was dependent on agriculture. The primary crops in the area were sugar beets and sour cherries. In 1901, the Great Western Sugar Company built a factory in Loveland, which remained as a source of employment until its closure in 1985. During the late 1920’s the Spring Glade orchard was the largest cherry orchard west of the Missis-sippi River. At that time the cherry orchards produced more than one million dollars worth of cherries per year.

The Colorado Central Railroad was a U.S. railroad company that operated in Colorado and southeastern Wyoming in the late 19th century. Originally founded in the Colorado Territory in the wake of the Colorado Gold Rush to ship gold from the mountains, it eventually expanded from its initial Golden-Denver line to form a crucial link connecting Colorado with the transcontinental railroad Named in honor of William A.H. Loveland, the president of the Colorado Central Railroad, the city was founded in 1877 along the newly constructed line of the railroad.

Loveland is perhaps best known nationwide as the home of the Valentine Re-Mailing Program. Every year hundreds of thousands of Valentines are packaged inside larger en-velopes and sent to Loveland, where volunteers hand-stamp them with a Valentine's verse and send them on to the intended recipients. Each year a contest is held through the local newspaper, the Reporter Herald, for residents to submit their verses.

The Big Thompson River is a tributary of the South Platte, approximately 78 miles long in Colorado. It rises in the Front Range of the Rocky Mountains, in Rocky Mountain National Park on the eastern slope of Longs Peak, near the town of Estes Park. It descends 1/2 mile in eleva-tion through the mountains in the spectacular Big Thomp-son Canyon, emerging from the foothills west of Love-land.

Since the center does not have a budget or a marketing fund, the retail team requested that the owners of the center sponsor the project.

From: Shelly Goldrich Sent: Monday, October 17, 2005 3:00 PM To: Allen Ginsborg; Chris LaPlante Subject: Marketplace Tile Wall Hi— Below, please see what I have put together for the tile wall at The Marketplace. Please let me know if you need anything further to secure approval of these funds for the pro-ject. The Marketplace at Centerra – Tile Wall Community Element What Tile wall as a community element at The Marketplace. Located on screen wall of Building 600. Who Students (5th grade to high school) involved in ARTSTEPS, kids in the Boys & Girls Club program, kids from High Plains Village, and the kids of McWhinney employees will hand-paint 6” ceramic tiles with a theme to be determined. The Paisley Pot in Loveland will provide their studio, paints and 6” ceramic tiles. When Building 600 Screen Wall Complete (30 days) – November 2005 Tiles painted by ARTSTEPS students (1 day) – March 2006 Tiles installed (3 days) – March 2006 Ready for dedication in April - May 2006 (pending construction schedule) How 325 6” Ceramic Hand-Painted Tiles @ $6/ea = $1,950 Build Wall/Install Tile = $4,000 Dedication Event = $2,000 Total = $7,950 Shelly Goldrich Real Estate Administrator - Retail McWhinney Enterprises 2725 Rocky Mountain Ave., Ste. 200 Loveland, CO 80538 shellyg@mcwhinney.com

Once the themes were established, the retail team coordinated with local artist Beth Kemper and her ceramics studio, The Paisley Pot, to facilitate

creation of the 288 tiles that would become “Celebrate Loveland”. One of Loveland’s famed bronze sculptures is visible in the foreground.

The retail team established relationships with ARTSTEPS and Boys & Girls Clubs of Larimer County, whose missions statements truly reflected the

purpose of the project.

MISSION STATEMENT

The mission of the ARTSTEPS program is to affirm

community appreciation for young artists by displaying

their artwork in a professional setting, as well as foster

relationships between local artists and students, and provide a lasting web of creative impetus that will support students from 1st

grade through college.

MISSION STATEMENT

To inspire and enable all young people, especially those

from disadvantaged circumstances, to realize their

full potential as productive, responsible, and caring

citizens.

ARTSTEPS is community partnership between the school district, The Loveland Museum/Gallery and Aims Community College that works with

over 100 area students in 5th through 12th grade. They were thrilled to have their students participate in the project.

“This was a fun project and a unique way for the kids to contribute to their community!” - Jennifer Dobson, ARTSTEPS

Children participating in programs with the Boys & Girls Clubs of Larimer County were also invited to participate in the project.

“Celebrate Loveland” was such a success for Boys & Girls Clubs. It helped the children celebrate themselves in a way that is enduring – not just a one-time deal when people come and visit. They have created a legacy that they can visit over and over again. The kids learned about contributing to the community and the powerful feelings of satisfaction and enjoyment that brings. The project has universal appeal. Everyone can relate to it, no matter what their background. Some art can be too abstract or stylized for everyone to appreciate, but “Celebrate Loveland” is accessible to all. - Julie Keith, Art Director Boys & Girls Clubs of Larimer County

High Plains Village is the neighborhood located directly behind The Marketplace at Centerra. Children who resided in the community, as well as

the children of McWhinney employees, were also invited to participate.

All 288 tiles were created within 6 weeks and “Celebrate Loveland” was installed at The Marketplace at Centerra on March 29, 2006.

The artwork created by the children perfectly captured the “Celebrate Loveland” theme.

The dedication event was a huge success, with nearly 500 people enjoying a beautiful Northern Colorado day.

“Celebrate Loveland” was officially dedicated on May 13, 2006 by McWhinney CEO Chad McWhinney and Retail team member

Shelly Goldrich. Several other important members of the McWhinney family were also present.

The center’s retailers also got involved with the project, providing refreshments for those that attended the event as well as staff members to

serve. Several brought their own children.

“Celebrate Loveland” has created a tangible link between the center and the community—and created a place where Loveland’s children will proudly

come to view what they created for generations to come.