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Richmond Christmas Parade

The Richmond Christmas Parade is Central Virginia’s largest event, with a live audience of a quarter of a million people along the 2.5 mile route.
The event is televised live and also rebroadcast at least once. The television audience for these broadcasts totals over 125,000 households in the greater Richmond area.
In 2007, the event was televised statewide over the PBS affiliate system.
Doubled sponsorship dollars in a three year period, from $100,000 to $200,000.
Developed alternative revenue streams for an additional $20,000 including grandstand seat sales, advertising and merchandise sales.
In 2007, created and produced the Comcast Character Lunch, which promoted literacy. 150 people attend this first year event, which allowed the organization to begin its goal of creating a weekend-long festival with various events and activities.
Created new strategies for television broadcasts to increase broadcast footprint throughout the state of Virginia.
Developed new marketing and promotional strategies, including print, radio and cable partnerships, memberships, and giveaways.
Created new publications for the event, including a souvenir program and 24 page insert in Style.
The 2007 Parade and Character Lunch were recognized with an IFEA Southeastern Institute Silver Kaleidoscope Awards for Best Event, Best Event within an Event, Best Program, and Best Sponsorship Materials.