2002-04• ` 1 •
RESOULUTION NO. 2002 - 4
A RESOULUTION APPROVING A PROFESSIONAL SERVICE AGREEMENT FOR THE
MARKETING AND PUBLIC RELATIONS SERVICES FOR BUFFALO GROVE
AND ARBORETUM GOLF COURSES
WHEREAS, there is a desire to increase rounds of golf played and revenues generated
from golf operations, as well as prepare for future marketing of the new Arboretum facilities; and,
WHEREAS, professional public relation services are required in order to proceed and
advance in that desire;
NOW, THEREFORE, BE IT RESOLVED BY THE PRESIDENT AND BOARD OF
TRUSTEES OF THE VILLAGE OF BUFFALO GROVE, COOK AND LAKE COUNTIES,
ILLINOIS, as follows:
Section 1. The Professional Services Agreement related to the Marketing and Public
Relations Services for both Buffalo Grove and the Arboretum Golf Courses is hereby approved.
Section 2. The Village Manager is authorized and directed to execute the agreement.
A copy of said agreement is attached hereto and make a part hereof.
AYES: 5 - Marienthal. Braiman, Berman. Johnson, Kahn-
NAYES: 0 — None
ABSENT: 1 — Glover
PASSED: January 21 , 2002
APPROVED: January 21 52002
APPROVED:
Village President
ATTEST:
G `1'Y1. � &A,�
Village Clerk
! 0
Merton G. Silbar Public Relations Ltd.
January 14, 2002
Mr. Carmen A. Molinaro
Director of Golf Operations
Village of Buffalo Grove
48 Raupp Blvd
Buffalo Grove, IL 60089
Dear Carmen:
It was a pleasure to have met with both you and Scott to learn of the Village's Jig plans for the
Arboretum. I am confident that our firm can help you attain the goals set in place with regards to.
maximizing exposure for the new facility before, during and after construction.
As you interview other prospective firms in the weeks to come, we hope that you will consider all that
is included in this proposal. When selecting the agency with whom you will partner in this very
exciting time, we ask that you consider the following:
• Golf PR Experience (as well as F &B PR Experience)
• Media Contacts
• Ability to Think "Out of the Box" •
• Ability To Wear Many Hats
• Game Plan
• Accessibility
• Day -to -Day Contact
We are confident that when all of the above pieces are put together, Merton G. Silbar Public Relations
is the firm to accomplish those goals set in place by both you and the Village of Buffalo Grove.
Please take time to review the following pages and attached materials. We are available at any time to
answer any questions you may have.
Sincerely,
Dave Silbar
Mert Silbar
Encl.
1) What We Know
Merton G. Silbar Public Relations (MGS) has 33 years of experience in Publicity, Strategic
Communications, Event Marketing and Promotions, on a local and national level, for clients in a
variety'of industries including non - profit, association, hospitality, sports and corporate.
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= WE KNOW GOLF
Our current golf - related client base includes:
*Grand Geneva Resort & Spa. Our agency provides Public Relations and Event Marketing
services for the 1,300 acre resort in Lake Geneva which includes two championship 18 -hole
courses .... The Brute and Highlands (formerly the Briar Patch), a full service Spa & Sports
Center, three restaurants .... the Grand Cafe, Newport Grill and Ristorante Brissago, Mountain
Top downhill ski facility, and the 225 -room Timber Ridge Lodge& Waterpark.
*Stonewall Orchard Golf Club. We have been the agency of record before, during and since
the 1999 opening of this Arthur Hills- designed course located in Grayslake. Besides on -going
Public Relations and media campaigns; we successfully administered Media Day activities to
celebrate Stonewall Orchard's Grand Opening which resulted in countless stories in both daily
and weekly media throughout greater Chicagoland.
*Klein Creek Golf Club. Our agency represented this Dick Nugent- designed course in 2001
and its Creekside Restaurant located in west suburban Winfield.
=> WE KNOW YOUR COURSES
Growing up as a teenager and now currently living close by (Vernon Hills) as a family man, I have a
tremendous amount of knowledge of both the Arboretum and Buffalo Grove golf courses. My
knowledge of the Arboretum's layout is excellent and enables me to speak knowledgeably to the media
about the exciting changes that have been made and why. This knowledge is important, as no time
needs to be spent to increase my learning curve when it comes to talking to the media about the golf
course.
WE KNOW FOOD & BEVERAGE "PR"
MGS has represented more than 25 area restaurants since our firm was established in 1968 and has
created a myriad of promotions to maximize both exposure as well as return visits from their patrons.
We are constantly thinking of ways to create business through both conventional and non - conventional
Public Relations.
A sampling of (past) restaurant clients include:
*Allgauer's Fireside (Northbrook)
*Gusto Italian (Glenview)
*Bagel Nosh (Glenview)
*Florio's (Executive Plaza Hoteb
Idea: The "Chicken S(o)uper Bowl" (e
*Skokie Club
*Chances R' Chain
*Benchmark Grill (Westin O'Hare)
*Celebrity Cafe (Westin River North)
Kamples of "free" advertising enclosed)
MGS has executed this terrific event for more than 15 years at an array of our restaurant
clients. The recipe for its'success: Tying into a "sure thing" media -wise, the Chicken
S(o)uper Bowl encourages amateur chefs to bring their secret chicken soup recipes to
our restaurant... in this case the Buffalo Grove Golf Course restaurant .... where the
annual contest is held on Saturday of S(o)uper Bowl weekend. We know that the Big
Game is what's news that week and our event offers the media, a great "local" story on
"how Chicagoans are celebrating S(o)uper Bowl Weekend."
Buffalo Grove is prime chicken soup country and this could be a perfect location for the
Chicken S(o)uper Bowl. Acquire a media sponsor who can provide 3 -4 weeks of (free)
ads to promote the event to create a win -win situation.
In the field of Food & Beverage PR, we have also been responsible for publicizing the F &B facilities
in all the hotels we have represented. Here is a listing of these major hospitality clients:
THE WESTIN MICHIGAN AVENUE
THE WESTIN O' HARE
GRAND GENEVA RESORT & SPA
THE WESTIN CHICAGO RIVER NORTH
LENOX SUITES
SHERATON CHICAGO HOTEL & TOWERS
SHERATON GATEWAY SUITES HILTON NORTHBROOK
SHERATON SUITES ELK GROVE VILLAGE AMBASSADOR WEST
ORRINGTON HOTEL
SHERATON NAPERVILLE
HOTEL MORTON
KNICKERBOCKER HOTEL
INTERLAKEN RESORT
BISMARCK HOTEL
EXECUTIVE HOUSE
EMBASSY SUITES O' HARE
NORTH SHORE HILTON
ABBEY RESORT
EXECUTIVE PLAZA
CROWNE PLAZA CHICAGO
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2) Who We Know
0
The MGS team has extensive experience in print and broadcast media relations, development of
written materials, strategic planning, goal- setting, message creation and brand recognition campaigns.
There are a number of key elements to a successful PR campaign, and at MGS, we take the time and
have the experience to guide our clients on the road to achieving that success.
WE KNOW THE MEDIA WHO NEED TO KNOW YOU
Our experiences, both professional and social, with an array of Chicagoland Golf Media provides our
agency with unique insights and familiarity with these key members of the media. As lead person on
your account, Dave Silbar has a background which includes time spent in the Professional Golf
Management Program at Ferris State University, as well as six years as a sportswriter with the Chicago
Tribune.
Dave served as backup golf writer for the Tribune and covered professional golf tournaments from
1989 through the mid- 1990's. Through this time he has built up a large number of relationships with
many of the area's main golf writers and sports editors. They include:
*Ed Sherman (Chicago Tribune)
*Joe Aguilar (Daily Herald)
*Bill Daniels (Golf Chicago)
*Bill Pemstein (Pioneer Press)
*Len Zeihm (Chicago Sun - Times)
*Lindsay Wilheit (Daily Herald)
*Phil Kosin ( Chicagoland Golf)
*Rich Martin (Buffalo Grove Countryside)
We always take the time to develop relationships with the media that are long lasting and mutually
beneficial. The bottom line: we understand how the media thinks and operates, and we tailor our
efforts to coincide with this knowledge.
While we feel that our relationships within the Chicago media are incomparable, our agency is proud
to have secured high- profile, national media placements for a number of clients including feature
articles /segments with Golf Digest, New York Times, Washington Post, NBC's Today Show, USA
Today, ABC's Good Morning America, CNN, CNBC and other major national media.
=> AGENCY AWARDS
We point with pride to just some of the accolades that we have received on behalf of our many clients.
These include:
• Publicity Club of Chicago, Gold Award Web Site Module, 2001
• Publicity Club of Chicago, Gold Award Marketing, 2000
• Chicagoland Public Relations Society of America, Tactics, 1998
• Brandweek Magazine, Gold Award, Sports and Event Marketing, 1995
• Publicity Club of Chicago, Silver Award Special Events, 1995
3) We Know How to ;"Think Out of the "Box"
We are experts at day -to -day Public Relations and Event Marketing, -but also pride ourselves on,
coming up with ideas that are unconventional, but proven to succeed in getting your message across to
both the media and to your customers. At MGS, we are always one step ahead of the game, looking to
see what may be happening in the world that can enable us to take advantage linking to that
day's /week's news to create additional exposure for our clients.
Because the "value" of Public Relations is sometimes difficult to register, we pride ourselves in
bringing our clients outside bu$ine$$ and creating ideas that can result in a tremendous amount of
media exposure for little or no $$ to the client.
Idea: ADVERTISING SUPPLEMENT (at no cost to Village or golf courses)
ANNOUNCING ARBORETUM CLUBHOUSE PROJECT
& COURSE IMPROVEMENTS
Create a Pioneer Press or Daily Herald " Advertorial" for April or May, 2002 to announce the start of
the Arboretum Clubhouse construction project'as well as an additional Advertorial in March, 2003, or
when the work is completed and the "ribbon" is to be cut and the doors opened to the public.
The concept is to raise awareness of the new and improved facilities at the Arboretum (and Buffalo
Grove Golf Course as well) through the use of "other people's money" who would be happy to
advertise their commitment to the Village of Buffalo Grove.
Concept is for the desired newspaper to announce they are recognizing the new Clubhouse
construction (dedication) by producing a special section within their newspaper and soliciting suppliers
of the courses, the Clubhouse and Village of Buffalo Grove.
Arrangement would call for 50/50 advertising and editorial. Suppliers pay for the ads and the
newspaper solicits ads and lays out the section (8 -12 pages) while we provide the editorial and photos,
which of course promote the new Clubhouse, course improvements and anything else that we wish to
promote.
Costs of the section would be absorbed by the advertising contained therein similar to samples
provided hereof those produced by Merton G. Silbar Public Relations for current clients:
• *Lake Geneva Convention & Visitors Bureau
• *Illinois Association of Mortgage Brokers
• *American Brain Tumor Association
• *Leukemia Research Foundation
Pioneer Press, 2001, 2002
Chicago Sun - Times, .2001
Chicago Sun- Times, 1999
Chicago Sun- Times, 1997
Idea: "Super Customer Super Bowl Contest" (see enclosed samples)
As a way to keep in touch with your customer base from both golf courses during a time when
these people are not thinking about golf, we suggest this easy promotion in January, 2002, that
ties into the Super Bowl (see enclosed example). The idea is to offer your top 100 clients the
chance at winning prizes which you provide.(rounds of golf, etc.) based on the quarter -by-
quarter results of the Super Bowl.
The promotion serves as a terrific gesture on the club's behalf to those Very Important
Customers and:
*Encourages them to visit the BGGC restautant during the off - season
* Solidifies our message of the improvements made to the Arboretum course
*Offers an additional opportunity to tell of the exciting plans for the new Clubhouse
Best of all: Our office will coordinate the entire promotion for you!
4) We Can Wear Many Hats seven yourst)
With the addition of the new Arboretum Clubhouse, there's no doubt that many additional
responsibilities will be thrust upon the Director of Golf and MGS can be counted on to ease -the
burden. One important area where we can be of service and (have proven to help other golf clients) is
in the area of advertising. We can assume any portion of your advertising operations ..... from making
contacts and handling inquiries, to tracking down rates, working with deadlines and using our design
team to create ads which can best deliver your message.
When it comes to advertising, we do everything EXCEPT collect commissions.
Because we are a Public Relations agency, our work ethic is to go above and beyond for our clients
without tacking on additional costs for our representation. Expenses outside the realm of standard
operating items are billed at cost (meaning no markup).
We can also handle your direct marketing needs with a design team that has produced wonderful
mailing pieces designed to cut through the clutter and deliver the right messages to the right people.
5) We Are Accessible
We view ourselves not, just as another vendor, but rather as an extension of our clients' internal staff.
Whether it's a five- minute phone call or a two -hour meeting, we are available to our clients on a 24 -7
basis. The MGS leadership team and account staff regularly attends Board of Director and committee
meetings. We speak with our clients on the phone or via e-mail on a daily basis. We understand that
each client has personal needs, and it is our job to do everything possible to meet those needs.
Living in the area and having offices in nearby Glenview means that we can be there for any face -to-
face meetings that suddenly dictate our attendance. Because our contracts are based on monthly
retainers, MGS is never concerned with the hours spent servicing the client. Instead: We do whatever
it takes, no matter what the time commitment, to eg_t the job done.
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6) We Have A Game Plan
While this of course would expand - greatly when our agency is (hopefully) chosen to represent the
Buffalo Grove Park District and its golf courses, we would initially suggest the following be included
in the overall game plan:
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Phase 1 Ground Breaking and Construction Period
• Work to create materials to have on hand for the Chicago Golf Show in February that highlights
the improvements made to the Arboretum course and plans for the Clubhouse... and create a
promotional plan to attract and interest attendees. We suggest working with our design team to
create a back -of -the -booth mural that includes the artists' color renderings of the new Clubhouse so
that attendees can't help but notice our big news.
• Create the Super Bowl Super VIP promotion (as explained earlier) and have "all the pieces in
place" so that it can be mailed to the top 100 clients of both the Arboretum and BGGC on Monday,
January 28 (following the NFC & AFC Championship games).
This promotion:
*Offers an opportunity to begin the positive flow of information directly to those people who
we consider our most loyal customers at a time when they least expect it.
*Is a terrific gesture to our most important patrons and an easy way to say "Thank You" and to
get them thinking about playing the Arboretum and Buffalo Grove Golf Course in the spring.
• Set a date for an "Official Ground Breaking Ceremony" in March, 2002, at the Arboretum and
create timeline and "To Do" list for all that would be entailed to make this a major event in the
community. (Note: We realize that there was a ceremony that took place such as this in July, 2001
so this suggestion may be obsolete).
• Work at least 60 days in advance of the groundbreaking with selected publication (we recommend
either Pioneer Press or the Daily Herald) on special advertising supplement as described above
(remember: at no cost to the Village of Buffalo Grove or to the golf courses). Supplement would
break the same day /week as the event.
• Create a direct mailing campaign to be implemented during the year -long construction and`target
Lake County residents for whom to sell the new Clubhouse as a host location for weddings, bar /bat
mitzvahs, reunions, etc. We would utilize mailing lists provided by the Village and would suggest
utilizing those mailing lists available for sale of North Shore Magazine and Pioneer Press
subscribers.
Phase 2 ..................The Grand Re- Opening of the Arboretum Golf Club
• This would actually begin simultaneously during Phase 1 and we would plan to spend much of the
spring bringing out as many media as possible to play the Arboretum to see all of the course
improvements made this past season. While impressing upon the media all the "upscale amenities"
available at a reasonable price, we also would stress the new Clubhouse that will complete the
picture.
The reasoning for pitching the course - improvement story is two-fold ....... we need to gain the kind
of exposure that the Arboretum deserves to receive while at the same time including mention of the
Village's commitment to build a grandiose Clubhouse and one that can serve the entire community,
both golf and otherwise.
• We would suggest a second newspaper Advertorial that would publish in conjunction with and in
celebration of the official unveiling of the new Clubhouse and work on a major dedication event.
• Work in advance of the opening to create a thorough marketing plan that would combine both
Public Relations and Advertising to maximize exposure for the new Arboretum "Club."
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?) Those Who Will Service the Account
DAVID B. SILBAR
Dave Silbar would serve as the lead person on the account. Dave has more than seven years experience
in Public Relations, Marketing and Event Management. Experience includes Public Relations and
Event Marketing activities for clients includes: Grand Geneva Resort and Spa, Stonewall Orchard
Golf Club, Klein Creek Golf Club, the Tom Dreesen Celebrity Golf Invitational, Prospect
Heights Entertainment Center, Westin's Michigan Avenue, River North and O'Hare Hotels,
Sheraton Chicago Hotel & Towers and Executive Plaza Hotel.
Prior to joining Merton G. Silbar Public Relations, Dave worked from 1988 -1994 for the Chicago
Tribune Sports Department and was a member of the Chicagoland Golf Media Writers' Association,
reporting on Professional Golf along with various other news beats. Golf coverage and frequent by -line
stories for the Tribune included PGA Tour, Senior PGA Tour and LPGA events in Chicago from 1989
through 1994 including the '89 PGA Championship, '90 U.S. Open and '92 U. S. Senior Open.
Dave also serves as Marketing and Membership Director for the U.S. Lawn Mower Racing
Association, a client -based promotion in its 10th year, which features STA BIL Lawn Mower Racing,
a nationally televised series of riding lawn mower races. Experience extends to national media
including Golf Digest, CBS Television Network, ESPN2, Fox Sports Network, the Disney Channel
and The Nashville Network (TNN).
Experience for non - profit clients includes: Rush North Shore Medical Center, Leukemia Research
Foundation, American Brain Tumor Association, Starlight Children's Foundation Midwest,
National Kidney Foundation of Illinois, Les Turner AILS Foundation and International Center on
Deafness and the Arts.
MERT6N G. SILBAR
Mert Silbar is President of MERTON G. SILBAR PUBLIC RELATIONS.
Mert Silbar launched his agency in November 1968, and the agency recently marked its 33rd
Anniversary providing creative Publicity, Promotion, Public Relations, Event Marketing and
Fundraising to clients throughout Chicagoland (with assignments as well throughout the U.S.).
His agency has been headquartered at its present location in Glenview for the past 30 years and was
previously situated on North Michigan Avenue from 1968 -70.
Through the years, Mert Silbar has serviced over 150 clients, with heavy representation of nonprofit
groups, hotel clients and sports attractions. His ability to produce ongoing creative events, form solid
relationships and develop aggressive Public Relations for commercial and nonprofit clients is
noteworthy by agency longevitk.
In addition to three decades as agency head, Mert has 10 years of further Public Relations experience,
five years with one of the nation's top five PR firms based in Chicago and five years in fundraising.
publicity for one of the nation's largest nonprofit agencies.
Mert is involved with all clients served by Merton G. Silbar Public Relations. His active participation
demonstrates dedication to all clients and insures strong follow through by staff involved in day -to -day
client work.
Mert's reputation is widely regarded for expertise, creativity, honesty and aggressiveness for each
client.
FEES
Merton G. Silbar Public Relations works on a monthly retainer, with no billable hours or timesheets, so
that our clients know up front what the monthly PR expense will be. We suggest a fee arrangement that
would include Publicity, Promotion, Event Marketing and Public Relations for both the Arboretum and
Buffalo Grove Golf Course.
We recommend $3000 per month based on a seven (7) month agreement (January 22, 2002, through
August 22, 2002.. .
Bonus: Merton G. Silbar Public Relations will receive an additional $1.00 per round for the
entire year 2002 for every paid round The Arboretum Club experiences above 2001
play levels (21,795 rounds).
All general Office Operating Expenses will be included in the agency fee. This covers all telephone
calls, general postage, photocopies, faxes, and other similar expenses incurred.
All other major expenses must be authorized by the Director of Golf Operations or appropriate party
and will be billed at cost per MGS policy. This includes photography, news release mailings, `
overnight carrier, graphic design, messenger, etc.
This agreerrient may be, terminated by either party in writing with 30 days notice required.
Statements are submitted on the first working day of each month with payment expected in accordance
to the Illinois Prompt Payment Act,
Sincerely,
Mert Silbar
MS /cc
Village of Buffalo Grove
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