FINAL WRAP
REPORT: Latin American Cultural WeekŪ 2009 A CELEBRATION OF LATIN AMERICAN MUSIC, DANCE, VISUAL ARTS, FILM, THEATER, AND LITERATURE IN VENUES THROUGHOUT NEW YORK CITY Pan American Musical Art Research, Inc. (PAMAR) successfully produced the Fourth Annual Latin American Cultural Week® (LACW) from November 9-22, 2009. PAMAR, a not-for-profit 501(c)3 corporationhttp://www.pamar.org/home/default.asp, featured more than 40 of New York City’s most prestigious institutions’ presentations of Latin American art and artists, and united their efforts through a worldwide marketing campaign, which this year reached out to more than 500,000 individuals. PAMAR was honored this year to have once again received funding from the NYC Department of Cultural Affairs. Support for LACW 2009 http://www.pamar.org/lacwnyc/default.asp from New York City was greatly enhanced by our active cooperation with Mayor Bloomberg’s Latin Media and Entertainment Commission. We were especially honored to have this support. On November 9, PAMAR was presented with a proclamation on behalf of Mayor Bloomberg for its contributions to the city of New York during LACW. http://www.pamar.org/home/proclamacion2.jpg Latin American Cultural Week featured performances, exhibitions, a major art fair, workshops and events showcasing music, dance, literature, theater, and visual arts from or influenced by the diverse countries of Latin America. Partnering with many of the City’s most prestigious cultural institutions, PAMAR met its goal of presenting the highest quality art and artists to a broad community. This will be greatly enhanced by a December 24 national Hispanic Information and Telecommunications Network (HITN) television broadcast of the November 9 Latin American Piano Festival LACW opening event at the World Financial Center’s Winter Garden. Some of LACW 2009 participating and presenting institutions were Sotheby’s, The Americas Society, arts>World Financial Center, PINTA, Mexican Cultural Institute, Christie’s, Teatro Stage Fest, Repertorio Español, El Museo del Barrio, NY Public Library for the Performing Arts and many others, including several Latin American Consulates. The following summarizes the participation and marketing efforts put forth for the Fourth Annual LACW. PAMAR intends to continue to produce this annual event, each year growing in size and scope as visibility and funding increases. ORGANIZATIONAL PARTICIPATION AND CORPORATE SPONSORSHIP With the participation of cultural institutions and presenting organizations, LACW included a wide variety of programming options for audiences. The scale of audiences for the events ranged from intimate settings of fewer than thirty to music and dance showcases with attendance in the several hundreds. It is estimated the audience for this year’s LACW events was more than ---. Again, this will be greatly enhanced by the HITN television broadcast of the November 9 Latin American Piano Festival LACW opening event at the World Financial Center’s Winter Garden. Participating arts organizations and institutions included guitarist Adam Tully, the Americas Society, Artered, Barnes & Noble, Blue Moon Milonga, pianist Cesar Reyes, Consulate General Of Argentina, Consulate General Of Uruguay, Christies Inc, Dardo Galletto, Karina Romero and New Generation Dance Company, Empire State College, Instituto Cervantes, singer Maria Cangiano, singer Mariela Pacchioli, artist and painter Martin Rodriguez, Museo Del Barrio, New York Public Library For The Performing Arts, New Generation Dance Company, North/South Consonance, Inc, guitarist, singer and composer Pedro Rene, Quintet Of The Americas, painter Raul Manzano, Repertorio Espanol, Sotheby’s, vocalist and composer Sofia Rei Koutsovitis, Taller Latinoamericano Cultural Arts Center, and the band Urbansonora. The number and types of programs presented included: Number of Visual Arts Exhibitions: 5 Corporate and media sponsorship included: Latin American Cultural Week is supported, in part by: As the scope of the Latin American Cultural Week continues to grow, PAMAR anticipates major developments in the areas of Publicity and Marketing, with an increase in Corporate and Foundation support. Opening Latin American Piano Festival Event PAMAR launched its 2009 Latin American Cultural Week during a free Latin American Piano Festival at the World Financial Center’s Winter Garden. The event was highlighted by PAMAR receiving for the second consecutive year a proclamation on behalf of the city and Mayor Bloomberg’s office, citing the LACW as showcasing “the very best of Hispanic music, film, dance and visual art.” The event was hosted by Malin Falu, host of HITN TV’s Dialogo de Costa a Costa. Participants were Argentina's Carlos Franzetti, renowned Latin Jazz pianist and Latin Grammy winner; American classical pianist Allison Brewster Franzetti, Mexican contemporary classical pianist Max Liftchitz, Argentina's tango master Octavio Brunetti, and Uruguay's Polly Ferman, who presented traditional Latin Music. Also participating were guitarist Adam Tully and Tango dancers Karina Romero and Dardo Galletto. This drew a large (many hundreds) audience in this remarkable public space. http://www.pamar.org/mailactions/091002/index.htm Closing GlamourTango Event LACW 2009 closed on November 23 at The City Winery, with the New York Debut performance of Polly Ferman's GlamourTango, an all-women ensemble from around the world, beguiling dancers, and Valeria Lima, Uruguay's leading vocalist. The event was sponsored by the NYC department of Cultural Affairs, Latin Media and Entertainment, Cultural Tourism of the City of Buenos Aires, American Airlines, Wines of Argentina and Yamaha. City Winery was full to capacity for this event. http://www.pamar.org/home/pos_gt_chv.jpg PUBLICITY CAMPAIGN PAMAR continued its principal objective of increasing visibility of the Latin American Cultural Week. Operating on a shoestring budget, and with major support and collaboration from Sotheby’s, Christie’s and our media associates ArtNexus, El Diario La Prensa, De Norte a Sur, TheaterScene.net and HITN, we were able to advertise within a wide range of print, broadcast and Internet media. Our publicity agents included PAMAR in all online and print listings throughout the City and contacted specifically targeted individuals who are known to be interested in projects such as LACW. Critics were once again encouraged to mention the overall project in their reviews of individual events. Publicity materials for the LACW included: BROCHURES - 30,000 full-color brochures produced and distributed throughout NY City* *300-1000 distributed to each participating institution to be sent to their mailing lists 11”X17” POSTERS - Full color posters produced and placed for the following events: The Latin American Cultural Week LACW November 9 Launching and Latin American Piano Festival at World Financial Center’s Winter Garden November 23 GlamourTango program POSTCARDS - Distributed to promote the co-presentation of PAMAR and TeatroStageFest of Glamourtango SPECIAL MAILINGS/MEDIA SPONSORSHIP - Sotheby’s included LACW brochures in mailings for their Latin American Art Auctions 5 half page ads in El Diario La Prensa 5 full page ads in De Norte a Sur Full page print ad in Art Nexus magazine in both Spanish and English Art Nexus online advertising to over 40,000 subscribers PR ANNOUNCEMENTS Press release, by post and e-mail, to more than 275 area press outlets, announcing LACW and all events. Sent to NYC listings editors and services, including NYC Department of Cultural Affairs website, WQXR, NYC & Co., and several others: theater writers, dance writers, music writers, Hispanic press; (critics and feature writers for all) Cover sheet and a list of events sent to specific interest groups (music, dance and art) and to radio and TV shows, offering interviews with the producer/participants Interviews with NY1 (both English and Noticias Spanish editions) Announcements sent to radio stations WADO Univision Radio, WBAI Announcements sent to broadcast media outlets CNN en Espanol, NY1, Noticias, HITN, Announcements to print and online publications AP, UPI, Reuters, Billboard, Crains New York, NY Times, NY Cool Stuff, The Big List, and Cadenza.org OTHER ONLINE/PRINT ADVERTISING* (see partial listing attached) PAMAR website section dedicated specifically to LACW, with links to all participating institutions and event information Participating institutions set up links to PAMAR’s site and included LACW logo and mention in online and select print materials Advertised in City and NYC Tourism websites. For more information about LACW 2009, contact: Pan American Musical Art Research Inc.
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