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11/ 07/ 03 CowParade Atlanta Attracts Herd of 3.5 Million: Public arts event concludes with cow auction beginning Thursday

ATLANTA, Nov. 7, 2003 – CowParade Atlanta attracted a herd of fans in its three-month summer run, with an estimated 3.5 million viewers and an economic impact of $36 million.

The popular exhibition placed unique, artistically created cows in public spaces throughout metro Atlanta. The event concludes with a charity auction of more than 100 of the life-sized artistic pieces, beginning Thursday with a live auction and continuing through Dec. 18 online through Yahoo! Auctions.

CowParade Atlanta’s impact is detailed in new post-exhibit research by the exhibit presenter, CowParade Holdings, including market research by Opinion Access Corp.

According to the research findings, more than 1 million people took time to visit the cows – an average of 3.2 times each. More than 10 percent of respondents said the event prompted them to visit areas of metro Atlanta they wouldn’t have normally.

“We weren’t surprised to learn that the cows were noticed and popular,” said Evelyn Ashley, chairman of CowParade Atlanta and a partner with Host Sponsor McKenna Long & Aldridge. “We knew that from previous exhibits around the world. What’s dramatic is how many Atlantans – and visitors – got into the spirit of the exhibit and really sought out the cows.”

CowParade Atlanta also gave a boost to MARTA; 17 percent of cow viewers surveyed took MARTA to the cows, resulting in an estimated 1.0 million trips and $1.8 million in revenues for the metro Atlanta transit system.

Economic impact of the exhibition is estimated at $36 million, according to CowParade Atlanta projections. Coverage of the event resulted in an estimated 83 million media impressions.

The cows were seen by visitors from 33 states and 16 nations and territories. CowParade was the most often recalled arts event of the year, with 74 percent of those surveyed aware of the exhibition.

CowParade Atlanta 2003 marked the Southeastern debut of the world’s largest public art exhibit. CowParade Atlanta is presented by Chick-fil-A, and hosted by McKenna Long & Aldridge.

CowParade is an international public art exhibition that first appeared in Zurich, Switzerland, in 1998, and since has been hosted by 17 cities around the world. CowParade has raised more than $9 million for charitable organizations and paid more than $1.5 million to local artists.

Tickets are still available for the live auction on Nov. 13 at 6 p.m. at the Georgia World Congress Center. Tickets are $100, to cover the cost of the event. Proceeds from the CowParade Atlanta auction will benefit the Southeast Division of the American Cancer Society and TechBridge, a non-profit organization providing technology consulting and development services to Georgia charitable organizations. Tickets to the live auction are available through the CowParade Atlanta Hotline at (404) 527-HERD, or www.cowparadeatlanta.com.

EDITORS NOTE: Photographs of the cows are available, as well as an executive summary of post-event research and interviews with CowParade Atlanta officials.

Contact: Sue Rodman
770-522-8855
404-784-5650 (mobile)
srodman@hayslettsorrel.com

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