Re-branding of Halloween Madison, WI

1. Re-branding of HalloweenMadison, WI ReachOut Program

2. Madison, WI

4. In 2002… • In 2002, the event reached its lowest point when a crowd of unruly persons set bonfires, engaged in significant property damage to State Street area businesses, and pelted police officers and firefighters with rocks and other objects.

5. 2002 through 2005 • Change in character of event:increased arrests/violence • and alcohol consumption • Photo credits: Michelle Stocker - The Capital Times

6. Background

7. 2002 through 2005 • The event ended with the use of pepper spray by law enforcement personnel • Excessive underage consumption of alcohol was also a concern • Law enforcement costs associated with the event, which reached $580,000 in 2005 • $349,000 for the Madison Police Department alone • 2005 – 468 arrests (7 criminal felonies)

8. Collaborative Strategy Team • Mayor’s Office; • Madison Police Department; • Madison Fire Department; • Madison Engineering Department; • Madison Parks Department; • Madison Mall Maintenance Unit; • Madison City Attorney; • Madison Common Council; • University of Wisconsin-Madison; • Wisconsin Union Directorate; • Associated Students of Madison; • Dane County Tavern League • Inter-Fraternity Council; • Downtown Madison, Inc.; • Downtown Business Improvement District (BID); • Greater State Street Business Association; and • Capitol Neighborhoods Inc.

9. 2006 – The plan that worked! The 2006 the plan included new strategies aimed at re-branding the event to convey a message that is consistent with the expectations of our community regarding public safety and behavior.

10. Re-branding Strategy Goals Enhance public safety; Find ways of alleviating the costs associated with the event; Continue work on preventing excessive consumption of alcohol and use of other drugs.

11. Re-branding Strategy #1 • Re-Branding of the Event: • Members of Ad2 Madison, a network of young communications professionals, provided their time and expertise to assist in the development of: • A message and public information, marketing, and outreach campaign focused on the strategy goals and designed to be most effective with the target audience including messages related to the issues of excessive consumption of alcohol, drug use, and other matters of personal responsibility. • “Freakfest” rolled out as the official brand name of Halloween on State Street

12. Re-branding Strategy #2 •  Crowd Management and Safety Measures: • Gating • Admission System • Entertainment and Food • Organization and Sponsorship • Law Enforcement Staging Area • Lighting • Crowd Movement • Improved Public Address System • Back-door Exits

14. Year 1 of Re-branded Halloween Photo credit: Kyle Bursaw

15. Re-branding Strategy #3 • Rules, Preventive Efforts and Other Strategies: • Zero Tolerance for Alcohol in Public Areas • Aggressive Behavior Prohibited • Dangerous/Flammable Materials Prohibited • Expanded Glass Ban • Mitigate house parties • More neighborhood officers • Delayed citations • Designated website listed violation consequences • Police Staging Area with Transportation • Video Surveillance • Partnerships with Local, Regional Agencies and Educational Institutions

16. Major Indicators • Total law enforcement costs: • 2005 – $589,087 • 2011 – $174,255 • Total arrests: • 2005 – 468 arrests (7 criminal felonies) • 2011 – 30 arrests (only 1 person jailed)

17. Moving Forward • Event re-branded to Freakfest • Costs and arrests reduced • Locally-focused event • Event now attracts all ages • Costumes and entertainment are the focus • Local production company books talent and manages event (including private security) • Event expectations are clear to the public