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2014 Festival of Trees

Results Report
Festival of Trees 2014


The 2014 rendition of Festival of Trees 'Tis the season' enjoyed a successful publicity campaign. Working with
the marketing committee, Wellons Communications secured a near clean sweep of all television stations in
town, major print media and dozens of digital outlets in its effort to promote the festival that is expected to
attract more than 20,000 guests to the museum. All total, Festival of Trees enjoyed more than 100 media
placements promoting the festival.

A rough estimate of the media value of the coverage easily exceeds $40,000. David Martin with Fox Orlando
previewed the show with 12 segments covering more than eight minutes of airtime on one of Orlando's most
popular morning shows. Not to be outpaced - WESH TV worked directly with Wellons to produce three feature
stories previewing the festival.

Wellons Communications is honored and delighted to work with Council of 101 on the annual kickoff to the
holiday season. A team of publicists worked more than 60 hours to provide the Orlando Museum of Art and
the Council with top-flight publicity. Our publicity efforts not only successfully previewed the festival but
worked hard to reach new audiences for the Orlando Museum of Art. Univision, El Sentinel and the Orlando
Sentinel's new digital outlets reaching the Hispanic community, all covered the festival. Extensive time was
also spent this year reaching digital media outlets, bloggers and a dizzying array of community calendars.

Enclosed is a list of the media coverage. We have also put together an e-book of publicity that you are
welcome to share with designers and sponsors. The outstanding publicity should be leverage to secure
additional sponsors, designer trees and additional corporate involvement in the years to come.

We look forward to assisting the Council of 101 and the Orlando Museum of Art in future publicity efforts.
• Fox 35 News, David Martin - David Does It Festival of Trees – 12 segments

• My News 13 – 18 segments ran on TV for opening weekend

• Wesh News – Orlando My Way - Sneak Peek: Orlando Museum of Art's Festival of Trees

• Wesh News - Orlando My Way - Take a peek behind the scenes of Festival of Trees

• Univision - Festival de los Árboles en Orlando


• Telemundo - Festival of Trees: La Navidad entró al museo (FOTOS)


Newspaper – All hits below appear in print and online

• Central Florida Future - Festival of Trees brings holiday cheer to Orlando

• El Sentinel - Festival of Trees en el Museo de Arte de Orlando | FOTOS


• Orlando Business Journal - See inside: The 2014 Festival of Trees


• Orlando Sentinel - Art events Orlando include free admission to Museums


• Orlando Sentinel - Central Florida Travel Calendar for November

• Orlando Sentinel - Park Avenue merchants lobby for SunRail service on weekends

• Orlando Sentinel - Art events include Festival of Trees in Orlando


• Orlando Sentinel – It’s beginning to look a lot like… - In Print 11/13

• Orlando Sentinel, College Park Forum – Getting in the holiday spirit with Festival of Trees – In Print 11/20

• Orlando Sentinel, Orange Extra - What’s Happening: Holiday – In Print 11/16

• Orlando Sentinel, Orange Extra – What’s Happening: Holiday - In Print 11/20

• Orlando Sentinel, Osceola Extra – What’s Happening: Holiday - In Print 11/16

• Orlando Sentinel, Seminole Extra – What’s Happening: Holiday - In Print 11/16

• Orlando Weekly – In Print, November 12-18th issue

• Orange Appeal – In Print, November/December Issue

• Altamonte Wekiva Springs Life – November/December issue

• Lifestyle – In Print, November Issue

• Orlando Arts Magazine– In Print, November Issue

• Orlando Weekly – In Print, November Issue

• Stay Sky Hotels & Resorts – Online, October Newsletter

• TravelHost – In Print, October issue

• 90.7 WFME - Spotlight: Orlando Museum of Art Decks the Halls

• 98.9 WMMO - 28th Annual Festival of Trees


• 101.9 Amp Radio - 28th Annual Festival of Trees


• 105.9 Sunny FM – 28th Annual Festival of Trees


• 105.9 Sunny FM – Enter to Win Tickets to the Festival of Trees at the Orlando Museum of Art

• K 92.3 - 28th Annual Festival of Trees


• Magic 107 - 28th Annual Council of 101's Festival of Trees


• News 96.5 - 28th Annual Festival of Trees


• Power 95.3 - 28th Annual Festival of Trees


• Star 94.5 - Festival of Trees: “Tis the Season!”


• X 107.3 - 28th Annual Festival of Trees


• XL 106.7 - Festival of Trees 2014

Online / Blogs
• USA Today Travel - Festival of Trees at the Orlando Museum of Art

• aXis Orlando - 28th Annual Festival of Trees


• Central Florida Lifestyle - Nourishing Our Culture


• Central Florida Top 5 – Top 5 Fancy Pants Events in Central Florida


• Central Florida Top 5 – Twitter mentions from November 16th

• Central Florida Top 5 – 28th Annual Festival of trees at Orlando Museum of Art

• City Surfing Orlando - Festival of Trees Returns to Orlando Museum of Art November 15-23, 2014

• Click Orlando - Slideshow: 'Tis the Season


• Edible Orlando – Gingerbread Houses Galore at This Year’s Festival of Trees, Nov. 15-23

• Kim and Carrie - 2014 Festival of Trees at Orlando Museum of Art November 15-23

• MSN - Sneak Peek: Orlando Museum of Art's Festival of Trees


• Orlando Date Night Guide - Sneak Peek: The Festival of Trees 2014

• Orlando Fun and Food – 2014 Festival of Trees


• Orlando Modern Quilt – Festival of Trees

• Orlando Weekly Blog - Saturday, Nov. 15: Things to do today/tonight

• Orlando Weekly Blog - Sunday, Nov. 16: Things to do today/tonight


• Orlando Weekly - 73 joyful shots from The Festival of Trees


• Pebble Creek at Lake Mary - This Fall, Find Time to Enjoy Orlando’s Festival of Trees

• Savannah At Park Central - Visit the Orlando Museum of Art for the Festival of Trees

• ShannieLu That’s Who - 5 reasons to take your family to the Festival of Trees

• The Brainy Tourist - Festival of Trees at Orlando Museum of Art, Orlando


• The Daily City - Sights of the Festival of Trees


• The Orlandoan - Weekend Preview: November 14th - 16th, 2014


• Travel Video - Festive Orlando Holiday Celebrations Light Up the Season


• Well Nourished Nest - Festival of Trees Orlando, FL – An Event for the Whole Family

• Who Said Nothing In Life Is Free - Festival of Trees at Orlando Museum of Art 11/15 to 11/23

• Winter Park Maitland Observer - Nov. 14 to 23 – The Festival of Trees at the Orlando Museum of Art

• Winter Park Maitland Observer - Nov. 14 to 23 – The Festival of Trees at the Orlando Museum of Art
• Yahoo News - Sneak Peek: Orlando Museum of Art's Festival of Trees

• Yelp - Festival of Trees: "Tis the Season!"


Calendar Listing
• AAA - http://www.aaa.com/travelinfo/florida/orlando/events/festival-of-trees-305779.html
• About Orlando - http://aboutorlando.com/november-events-in-orlando/
• About Travel - http://orlando.about.com/od/novemberevents/fl/2014-Festival-of-Trees-at-OMA.htm
• All About Orange - allaboutorange.net/events/12752-28th-annual-festival-of-trees.html
• All About Osceola - http://allaboutosceola.com/events/12755-28th-annual-festival-of-trees.html
• All About Seminole - http://www.allaboutseminole.com/events/12755-28th-annual-festival-of-trees.html
• American Towns - http://www.americantowns.com/fl/orlando/events/festival-of-trees-special-event-2014-11-
• AXS - http://www.axs.com/orlando-s-festival-of-trees-begins-27458
• B Resort & Spa - http://www.bhotelsandresorts.com/b-walt-disney-world/events/2014-11-15/orlando-festival-
• Central Florida Future - http://www.centralfloridafuture.com/story/entertainment/2014/11/12/things-nov-
• Central Florida Top 5 - http://centralfloridatop5.com/2014/10/21/top-5-fancy-pants-events-in-central-florida/
• Eventful - http://orlando.eventful.com/events/28th-annual-festival-trees-/E0-001-072966962-6
• Events Near Here - http://www.eventsnearhere.com/find-events/FL/Orlando/Fairs-and-
• Experience Kissimmee - http://www.experiencekissimmee.com/includes/calendar-of-events/Festival-of-Trees-
• Fairs & Festivals - http://www.fairsandfestivals.net/events/details/orlando-festival-of-trees1
• Fun 4 Lake Kids - http://fun4lakekids.com/Whats-Happening/Holiday-Events/11/15-11/23-Festival-of-Trees-at-
• Home Away - http://www.homeaway.com/info/travelers/travel-ideas/events/orlando-festival-of-trees
• I Love Orlando - http://www.iloveorlando.com/lifestyles/events.cfm
• icFlorida - http://www.icflorida.com/events/events/festivals/28th-annual-festival-of-trees/eCMsDL/
• Joobili - http://joobili.com/festival_of_trees_orlando_16035/
• Media Mikes http://www.mediamikes.com/2014/11/orlando-museum-of-art-presents-festival-of-trees-tis-the-
• Meet Up - http://www.meetup.com/OrlandoWinterParkLadies50s60s/events/214003352/
• My Central Florida Family - http://mycentralfloridafamily.com/festivals-and-fairs-in-orlando-and-central-florida/
• On The Go in MC - http://onthegoinmco.com/2014/10/20/festival-of-trees-tickets-on-sale-now/
• Orange Appeal - http://orangeappeal.com/calendar_event/orlando-museum-of-art-festival-of-trees/
• Orlando At Play - http://www.orlandoatplay.com/event/detail/13689/preview
• Orlando Avenue - http://blog.orlandoavenue.com/things-to-do-orlando-28th-annual-festival-of-trees/
• Orlando Fun & Food - http://www.orlandofunandfood.com/2014-festival-trees/
• Orlando Local Guide - http://orlandolocalguide.com/festival-of-trees/
• Orlando Magazine - https://www.orlandomagazine.com/Orlando-Magazine/City-
• Orlando Sentinel - http://events.orlandosentinel.com/events/orl-28th-annual-festival-of-trees-event
• Orlando Style Magazine - http://orlandostylemagazine.com/event/28th-annual-festival-of-trees/
• Orlando Sun Times - http://orlando.suntimes.com/orl-entertainment/7/135/21554/annual-festival-trees-begins-
• Orlando Vacations - http://www.orlandovacationrental.com/things-to-do/local-events.aspx
• Orlando Weekly - http://calendar.orlandoweekly.com/Events/e34735/Festival_of_Trees
• Orlando-Florida - http://www.orlando-florida.net/events/november/festival-of-the-trees.html
• Regal Oaks Florida - http://www.regaloaksflorida.com/blog/festival-trees/
• Sandy Stachowiak - http://www.sandystachowiak.com/orlandos-festival-trees-begins/
• Seminole Magazine - http://seminolemagazine.com/events/44894/festival-of-trees-tis-the-season
• Seminole Voice - http://www.seminolevoice.com/news/2014/nov/05/josh-garrick-culture-your-calendar/
• Seminole Voice - http://www.seminolevoice.com/news/2014/nov/12/josh-garrick-culture-your-calendar/
• Senior Adventures - http://senioradventures.net/id20.html
• Stoneman Vacation Villas - http://www.stonemanvacationvillas.com/blog/2014/11/4/off-the-beaten-track-
• The Courtnet at Universal Boulevard http://thecourtneyatuniversalboulevard.com/festival-trees/
• The Courtney at Lake Shadow http://thecourtneyatlakeshadow.com/festival-trees/
• Theme Park Writer - http://themeparkwriter.com/28th-annual-festival-of-trees-tis-the-season-opens-
• Todays Orlando - http://www.todaysorlando.com/event/festival-trees-tis-season
• Visit Orlando - http://www.visitorlando.com/includes/events/index.cfm?action=displayDetail&eventid=394658
• Visit Florida – link not available
• Wandering Educators - http://www.wanderingeducators.com/best/traveling/florida-culture-week-november-3-
• Wandering Educators - http://www.wanderingeducators.com/best/traveling/florida-culture-week-november-
• Wesh - http://events.wesh.com/28th_Annual_Festival_of_Trees/303244697.html
• Westgate Hospitality Organization - http://www.whosavings.com/florida/events.html
• WFTV - http://www.wftv.com/events/events/festivals/28th-annual-festival-of-trees/eCMsDL/
• Whats Hot Orlando - http://whatshotorlando.com/RSS/attractions.php
• Whats2Hot - http://whats2hot.com/Calendar/viewevent?eventid=13536
• Who Fish - www.whofish.org/events/Orlando/FL/28th_Annual_Festival_of_Trees/3547016.aspx
Festival of Trees Media Schedule
Media Preview Day – Nov. 12

Name Outlet Number In Attendance Estimated

Time of Arrival
David Martin FOX 35 Crew 7:00 a.m.

Juliana M. Steele Orlando Arts Magazine 2 Late Morning

& Ken Johnson
Photographers Orlando Sentinel Unspecified 10:00 a.m.

Jason Mayhew Orlando Fun and Food 2 10:00 a.m.

Shannon MacDonald Shannie-Lu That's Who 2 10:00 a.m.
(Hype Orlando Blogger)
Katie Rio I Love Orlando Magazine 1 10:00 a.m.

Adriana Collado El Sentinel 2 10:00 – 11:00 a.m.

(Spanish newspaper)
Marisett Vereni or Jirelia Univision (Spanish TV) Crew 10:30 a.m.
Cindy Bowman LaFronz Orlando Arts Magazine 1 10:30 – 11:30 a.m.

Erica Clements The Big Happy (Blog) 1 10:30 – 11:30 a.m.

Kristen Manieri Date Night Dive (Blog) 1 11:00 a.m.

Amy Selleck Who Said Nothing In 2 11:00 a.m.

Life Is Free (Blog)
Kimberly Button Kim & Carrie (Blog) 1 11:00 a.m.

Ashlee Kasten Well Nourished Nest 1 11:00

Nicolette Springer Florida Lady Bloggers 1 12:00 p.m.

Chantal Roberts City Surfing Orlando (Blog) 1 12:00 – 1:00 p.m.

Jen Vargas Central Florida Top 5 2 12:00 – 12:30 p.m.

Terry Matthews-Lombardo TML Writes 1 1:00 p.m.

(Hype Orlando Blogger)
Barbara Nefer Blogger for Hype Orlando, 2 1:00 – 2:00 p.m.
About.com and Examiner
Wilfredo Lopez Telemundo Unspecified – Maybe on Unspecified
(Spanish TV) Attendance
Gingerbread Houses Galore at This Year’s
Festival of Trees, Nov. 15-23
The Orlando Museum of Art becomes a hub of holiday festivities during the annual Festival of the Trees event,
November 15 to 23. In addition to the Opening Night Festival Gala on Friday, November 14, attendees
can check out the 100+ trees, wreathes and festively decorated tables now sprinkled throughout the museum
daily from 10am – 5pm. Admission tickets are $10 for adults and $6 for kids, and include access to the current
OMA exhibits.

The beautiful trees and wreaths are for sale during this annual fundraiser for OMA, but for those with a love of
all things delicious, the dozens of artfully appointed gingerbread houses on display–and also for sale–are sure to
tempt. Made by local professional bakers, these edible abodes have each been crafted with their own unique
design. Here’s a sneak peek of what’s in store:
Take a peek behind the scenes of Festival of Trees
For the 28th year Festival of Trees is kicking off central Florida’s holiday season beginning on November the 15th
at the Orlando Museum of Art. The festival will feature decorated trees, shopping, a gingerbread village
and of course Jolly St.

Candice Reed shows us the decorations that will be featured at Festival of Trees.
Getting in the holiday spirit with Festival of Trees
By Michael W. Freeman, College Park Forum Editor

This year, said Gwen Rich, it all goes back to a simple concept: tradition. That’s why this year’s Festival of Trees
event at the Orlando Museum of Art has a decidely old-fashioned theme, “Tis the Season.”

“It’s a different theme this year,” said Rich, the past president of the Council of
101, which was founded in 1965 to help advance the visual arts in Central Florida,
and is the sponsor of Festival of Trees. “Recently we did a retro year, that was
supposed to be a hip holiday,” she said. “Each year we theme it and give the
designers the theme, and they run with it. Tis the Season is supposed to be a
traditional take on Christmas.” Festival of Trees, which opens tonight at 6 p.m.
and continues through Sunday, Nov. 23, is many things – Christmas trees,
gingerbread houses, wreaths and music, all under one roof. By the time they’re
ready to welcome in the public, she added, “There’s something for everybody

All across the building are trees that aim to match that Tis the Season theme.
“We have trees pretty much all over,” Rich said. Each one has its own unique look
and style -- such as “Tree Under Construction,” created by Forum Architecture, a
tree designed with construction tools. There’s a room devoted entirely to
gingerbread houses – and not particularly small ones, either. Many of them
recreate not only buildings but the areas surrounding it, or unique sites like the
“Pirate Ship” made by Cupcake Crazy. “These are gingerbread houses that people
make for us,” Rich said. Area resorts like Four Seasons and the Isleworth Country
Club used this challenge to demonstrate what their chefs could do. On Nov. 13,
Festival of Trees opened its doors to those who wanted to come in with checkbook in hand and buy one of the trees
in advance, and by mid-afternoon several had been sold. “This morning we had pre-sales, and if you purchased
your tree, you could buy other things as well like these gingerbread houses,” Rich said. Naturally, there will be
plenty of shopping opportunities as well, including the Toyland section.

“We’ve got all kinds of things, like stocking stuffers,” said Nancy Sedacca, a member of Council of 101. It includes
plenty of ornaments for decorating the family tree. “It’s about finding that one special ornament here,” she said.
“We have ornaments like an alligator on a scooter – things like that, very whimsical. We also do personalized
ornaments.” Parents looking for gifts for the little ones will have lots to pick from. “We have old-style toys imported
from Germany,” Sedacca said. “We have a lot of light up stuff, and lots of stuffed animals. We have a $10-and-under
table, for people who need a gift for $10 or less.” There are also items people will be taking home for a small price –
if they have the winning ticket. “All of these things have been donated to the festival,” Rich said, "and we have
drawings for them. This is always a big part of the event." To enter, "You buy a ticket, write your name on it, and
put in the box next to it – and by the end of the festival they draw a name out of it,” she said. Festival of Trees is at
the museum at 2416 N. Mills Ave. in Loch Haven Park. It opens tonight with a tree lighting ceremony. To learn
more or to purchase tickets, call 407-896-4231.
See inside: The 2014 Festival of Trees
Jim Carchidi
November 13, 2014

Local businesses once again are joining Orlando Museum of Art's Council of 101 group to create the festive
fantasy fundraiser known as the Festival of Trees, Nov. 15-23.

Now in its 28th year, the event has become a popular start to the holiday season that also benefits the museum
while bringing local businesses together for the cause. This year's displays and items come thanks to an
estimated 99 sponsors, as well as 50 entertainment and culinary contributors and vendors.

Designer decorated trees, wreaths, holiday vignettes and all manner of decor is for sale. There's also a drawing,
held at the festival's finale, where elegant table settings, restaurant and retail gift certificates and other items can
be won. And don't forget the Festival Boutique where local merchants set up shop to offer a one-of-a-kind
selection of ornaments and gift items.

Festival hours are 10 a.m.-5 p.m., admission is $10 for adults and $6 for children ages 3-11.

See the slideshow for a look at the activity surrounding the festival set-up. For more information, check the
festival website.
Multiple Twitter Mentions on November 10, 2014
Now in its 28th year, the Council of 101’s Festival of Trees will kick off Central Florida’s holiday season
with a touch of tradition “Tis the Season.” The Orlando Museum of Art will become a vibrant wonderland
of holiday elegance with designer decorated trees, wreaths and gingerbread creations all for sale,
along with stunning holiday vignettes, drawings for dazzling prizes and a Toyland Town activity area
and shop for the children. Other holiday decorations and gifts will be available for purchase in the
Festival Boutique.

The entire family will enjoy the sights and sounds of this very popular Central Florida tradition benefiting
the Orlando Museum of Art to further the cultural development and appreciation of the visual arts and
children’s art education programs.

Festival of Trees General Admission

November 15 – 23, 2014

10am – 5pm daily
$10 Adult
$6 Child (ages 3-11)

Tickets available at door or to purchase click

Festival of Trees at the Orlando Museum of Art
The Orlando Museum of Art is one of several cultural attractions in Central Florida that hosts a holiday festival or
holiday-themed celebration during the month of November. The Festival of Trees takes place near downtown
Orlando, within walking distance to attractions including the Orlando Science Center, Orlando Repertory Theatre
and the Orlando Shakespeare Theater. Visitors and locals alike can enjoy this festive celebration to support the
museum and the arts in Central Florida.


An annual event since 1986, The Festival of Trees is a major fundraiser for the Orlando Museum of Art. The Council
of 101 organizes the event to advance the positive impact of art and culture within the State of Florida and the
region by providing excellence in the visual arts. Local designers and volunteers decorate dozens of trees for the
festival, which are then put on display and made available for purchase by the public.


The event is a family-friendly holiday celebration that transforms several rooms in the Orlando Museum of Art into
a winter wonderland of holiday traditions. Local artists and designers decorate dozens of trees with glittering
lights, handmade ornaments, and holiday vignettes, along with custom made wreaths and gingerbread houses. The
museum announces a different theme every year. Festival attendees can win an elegant table setting at the end of
the festival by participating in a raffle.

Time Frame

The Orlando Museum of Art's Festival of Trees exhibits are available for viewing from the middle of November to
the week before Thanksgiving. The nine-day event includes an opening-night Gala and Silent Auction on November
14th and continues with its regular schedule until the 23rd. Children attending the Reindeer Romp night,
scheduled for the 19th, can visit with Santa and participate in holiday crafting activities.


Visitors can walk through several rooms throughout the Orlando Museum of Art to enjoy light displays, see
handmade wreaths and ornaments, and purchase holiday decor. Children can visit themed areas, including
Toyland Town, Deck the Halls and Gingerbread Village. The Festival Boutique features collectibles, crafts and gifts
for purchase. Attendees can find holiday treats and meals at the Festival Cafe, and creative crafts and fun games for
children of all ages at Toyland Town.


Parking is free at Orlando Loch Haven Park located within walking distance to the Orlando Museum of Art, and
overflow parking is available in the parking garage of the Orlando Science Center for $5 per vehicle. Admission to
the Festival of Trees is $10 for adults and $6 for children. Tickets for the Opening Night Gala are $125 per person.
New this year is Rudolph’s Fast Pass for $25/person that provides 5:30 VIP entry to enjoy Reindeer Romp
privately before doors open at 6:30 p.m.
Sneak Peek: Orlando Museum of Art’s
Festival of Trees
The 28th annual Festival of Trees off this weekend at the Orlando Museum of Art.

2-minute video coverage online and TV

Ran at least 7 times during opening weekend
TV Calendar Mentions of
Festival of Trees on November 16th

“Now in its 28th year, the Festival of Trees has just kicked off at the Orlando Museum of Art.
This is your change to gasp – frankly - at designer-decorated trees and gingerbread creations.
Through Nov. 23rd. 10-5. $10 Adult $6 Children”

There were at least 18 mentions of the event on opening weekend