Client: Relix

Project: Green Apple Festival

  • Event Overview

    • Dates of Event April 20 – April 22, 2007
    From Friday, April 20th to Sunday, April 22nd, leading concert venues across the country united to generate awareness of Earth Day and raise consciousness of environmental issues through the unifying voice of music. Building on its inaugural success of 2006, The Green Apple Music & Arts Festival, America's largest Earth Day celebration, brought the message of Earth Day to over 60 top music venues with 150 performances in New York City, Chicago and San Francisco over Earth Day weekend.

     

    For it's first year in San Francisco, The Green Apple Music & ArtsFestival was highlighted by a free Earth Day concert at Speedway Meadow in Golden Gate Park on Sunday, April 22nd featuring Bob Weir & Ratdog, Stephen Marley, The Greyboy All-Stars, Martin Sexton, and Jonah Smith.

     

    Night shows included Stephen Marley & Junior Gong, TeaLeaf Green and Yonder Mountain String Band at The Fillmore, and indie rockers Electric Six and Trainwreck Riders at the Independent, plus Smoosh, Trans Am, Xiu Xiu, the Avengers, and English Beat. Additional participating venues included Bimbo's 365 Club, Bottom of the Hill, Cafe Du Nord, Make Out Room, Mezzanine, SweetWater, and Swedish American Hall, as well as others.

     

    In addition, the festival worked with a zero waste goal, everything was carbon-neutral, meaning it offset any carbon dioxide emission produced as a result of the festival, making it the nation’s largest carbon-neutral event ever. Additionally, each venue had an informational table featuring educational and volunteer information relating to prominent environmental issues and organizations.

  • Challenges

    • NPI was hired as local producer for Green Apple; to work with national staff on overall planning and production including the development and execution of the local marketing strategy, sponsorship fulfillment, volunteer coordination and on-site event management.

  • Tactics

    • NPI and the national Green Apple staff conducted several months of pre-planning and development for the San Francisco event

    • Aided in producing the festival by reserving venues and coordinating between national talent staff and clubs.

    • Scouted locations for Green Apple festival shows including the free outdoor Earth Day concert (held at Speedway Meadow, Golden Gate Park)

    • Acted as a liaison in the “greening of venues”

    • Coordinated and trained volunteer staff for all events and worked with national staff to provide content for local program guide and website.

    • Built and managed a staff of 60+ volunteers

    • Developed and managed local media partnerships including print and radio; set up local promotions and ticket giveaways

    • Planned San Francisco area print ad buys

    • Oversaw street distribution of promotional posters, postcards and distribution of all Green Apple and sponsor / partner materials to participating venues.

  • Results

    • The Green Apple Music & Arts Festival in San Francisco was a huge success in year one. All of the shows in the venues were well attended, and the turnout for the Golden Gate Park concert was incredible with over 25,000 people coming out to enjoy a day of excellent music and environmental education booths. All of the venues were excited to have their bars “greened” and remain interested to learn more about how they can stay “green”. The Green Apple information tables at each venue were staffed by enthusiastic volunteers and featured environmental literature from over 15 organizations.

     

    With three simultaneous and successful Earth Day celebrations, the Green Apple Music & Arts Festival is proving to be an extremely important entity in entertaining and educating people on environmental issues that face us today.

  • Quotes and Links

       

      "Who knows clubs in San Francisco better than the folks at Noise Pop? With a great ear for music and a deep understanding of SF nightlife, Noise Pop really came through for the Green Apple Music & Arts Festival. GAMAF expanded from New York to include NYC, Chicago and San Francisco in '07-- the event was a HUGE success due to excellent teamwork on the ground."

      C. Mia Juhhg, National Events Producer Green Apple Music & Arts Festival

       

      “The show was a total success. As I think I mentioned it was Youth Movement Records's first rock show, so we were thrilled with the bands, crowd, club and the overall vibe was a big success. The Green Apple table was very popular. Let's do it again next year.”
      Chris Wiltsee, Youth Movement Records Executive Director