Art Project

Project Details by Fiscal Year
2015 Fiscal Year Funding Amount
Fund Source
Arts & Cultural Heritage Fund
RiverSong Music Festival
Recipient Type
Non-Profit Business/Entity
Start Date
September 2014
End Date
December 2015
Activity Type
Counties Affected
Legal Citation / Subdivision
Laws of Minnesota 2013, Chapter 137, Article 4, Section 2, Subdivision 3
Appropriation Language

ACHF Arts Access

2015 Fiscal Year Funding Amount
Other Funds Leveraged
Direct expenses
Administration costs
Number of full time equivalents funded
Proposed Measurable Outcome(s)

Goal 1: Festival attendance grows to 2,500 adults and 500 children. Festival attendance is important because we want to expose as many people and families to a high-quality arts experience as possible. It is also an indication of the overall success of our event—quality artists, successful advertising, attention to site details, and quality volunteers should all lead to increased ticket sales and attendance. Goal 2: Audience location range increases. We see a good mix of local and Twin Cities attendees. To grow overall attendance, we need to increase our reach to other areas of Minnesota and beyond to promote RiverSong and pull people to our community. Outside of the project goal, we feel it is important to note that we have an operational goal we will be working on during this time frame as well. Although not tied to this project specifically, this organizing goal will benefit our 2015 festival. Goal 3: RiverSong completes formal organizing process to add steering committee capacity and continue strategic planning, ensuring the festival is set up for future success.Ticket sales and total attendance will be tracked to measure the outcome and compare growth to previous years. Pre-sale and gate sales are recorded. Volunteers, artists and vendors are also tracked using passes. Children will receive wristbands to count them. We will track attendee residence using online ticket sale information and by requesting zip codes for on-site ticket sales. This will help evaluate the success of our marketing in different locations. The steering committee will review results and consider what factors we see as influencing attendance based on residence and survey results. Increased ticket sales will also drive on-site revenue, which helps the festival become more financially stable and less reliant on grants and sponsorships, without passing on the additional expenses to individual ticket buyers. As noted in our organizational goal three, internal structure is important in this stage of RiverSong’s growth. Tangible outcomes will include 501(c)(3) documentation, 3-year strategic plan and a steering committee succession plan. While not tied to this project, these items will benefit our 2015 festival.

Measurable Outcome(s)

1. Ticket tracking: We tracked ticket sales/total attendance and were able to evaluate a location sample to see where attendees are coming from. 2. Surveys: We had a comment box available onsite at the festival. We sent three separate surveys to key audience groups, including our general email list, artists, and volunteers. 3. Committee debrief sessions: Steering committee and subcommittees met to talk through successes, challenges, ideas, and survey responses. 4. Think Tank: Community experts were invited to help our steering committee think big about the future. Top residence based on attendance samples were: Hutchinson, Minneapolis, Buffalo, Mankato, Buffalo Lake. We received 128 responses from our surveys. 10 community experts were recruited to join our Think Tank session following the festival.

Description of Funds
Source of Additional Funds

Other, local or private

Recipient Board Members
Karen Grasmon, John Rodeberg, Betsy Price, Kris Haag, Mark Hanneman, Catherine Libor Huse, Ronny Wilson, Kacie Lange, Lenny Rutledge
Project Overview
Art Project
Project Details
RiverSong Music Fest 2015
Project Manager
First Name
Last Name
Organization Name
RiverSong Music Festival
Street Address
PO Box 667
Zip Code
(320) 583-5140
Competitive Grant Making Body
Board Members and Qualifications
John White: writer, photographer, retired journalist; Jane Link: visual artist , Milan Village Arts School founding member, Milan Community Education, Greater Milan Initiative; Marilee Strom: musician, former art teacher, business owner; Kathy Fransen: musician, theatre, Rhythm of the River coordinator; Janet Olney: visual artist, Willmar Area Arts Council coordinator; Joyce Meyer: photographer, retired art teacher, Canby Arts Council Advisory Board; Kate Aydin: retired educator; Paula Nemes: musician, librarian, former coordinator of the Marshall Area Fine Arts Council, Vice President of Marshall Area Stage Company; Tom Wirt: artist, owner Clay Coyote Gallery, founding member and president, Hutchinson Center for the Arts, past member Hutchinson Public Arts Commission; Susan Marco: writer, High School English and creative writing teacher; Kelly Muldoon: graphic artist, board member Prairie Music Association, Prairie Oasis Players; Ellen Copperud: retired language arts teacher, theatre director; Dan Wahl: visual artist, musician, theater, adjunct English instructor at Southwest Minnesota State University; Cindy Reverts: visual artist, Rock County Fine Arts Association treasure, Council for Arts in Humanities in Rock County board; Sydney Massee; visual artist, theatre, Lac qui Parle Valley School Districts board.
Advisory Group Members and Qualifications
Vonnie Saquilan: arts advocate, Granite Arts Council Board; Kathy Schaefer: musician, photographer, Southwest Minnesota State University business professor; Susan Marco: writer, High School English and creative writing teacher; Janet Olney: visual artist, Willmar Area Arts Council coordinator; Kelly Muldoon: graphic artist, board member Prairie Music Association, Prairie Oasis Players.
Conflict of Interest Disclosed
Conflict of Interest Contact
Southwest Minnesota Arts Council, Greta Murray (507) 537-1471