December 2013 - Parks & Recreation - 65

Operations
Marketing Lessons from the
CSBarks Dog Festival
By Ian Everett

eet Ollie. This seven-pound Yorkie has so many clothes, he needs
his own drawer. He enjoys regular visits to doggie daycare and stars
on our holiday card every year. The important thing to note about
Ollie's lifestyle, however, is that it's fairly typical of the modern American dog.
Around 37 percent of U.S. households own a dog, according to the American Veterinary Medical Association, and just like Ollie, an increasing number of
dogs have become the center of attention in their families, with owners embracing their role as " pet parents. " They celebrate their dogs' birthdays, take them
traveling, and spend considerable sums of money on their health and well-being.
So what are you doing to cater to
this sector of your community?
Back in 2009 at the Carol Stream
Park District in Illinois, which serves a
population of 40,000 in Chicago's west
suburbs, our dog-focused programs
were limited to the occasional dog obedience class. With the knowledge that
dog owners are some of the most frequent users of the town's park and trail
systems, however, we made the commitment to better serve their needs.
Our efforts began with the creation of
the CSBarks Dog Festival, a free event
that brings together the local canine community with activities including dog agility, dog Olympics contests, sheep-herding demonstrations, fashion shows and
a dog-business shopping mall. Over the
past five years, thousands of people and
their pets, some traveling more than 100
miles to attend, have flocked to the annual event, making it one of the largest free
dog festivals in the region.
We quickly discovered that pet parents don't just want to pamper their fourlegged friends, but seek out opportunities to enrich their dogs' lives through
activities that provide education, health
benefits, fun and socialization.

Ollie, the author's Yorkshire Terrier

The popularity of the festival has
since led to the addition of several
new dog-friendly programs, including dog Easter egg hunts, an outdoor movie screening with a dinner
for dogs, and soon - dog birthday
parties. Support of dog owners at
the ballot box also helped the district pass a referendum in 2010,
which included the proposal to
construct the town's first off-leash
dog park.

The marketing campaigns for the
CSBarks Dog Festival, which have
earned multiple accolades at the Illinois Park and Recreation Association Showcase Awards, have played
an important role in the continued
growth of the event. So if you're
aiming to reach your local dog community, here are a few marketing tips
we've learned from our experiences.
Treat Dogs as Part of the Family
Our initial marketing campaigns were
specifically targeted to households
with dogs, but no children. These
families are typically empty nesters,
whose children have moved out, or
young couples who haven't had children yet. Many of these adults, however, will admit to treating their " fur
babies " like children, and they often
spend much of their disposable income on their pets. Survey data from
the American Pet Products Association estimates that $53 billion will be
spent on pets in 2013.
Major brands have taken notice of
this trend, too. Subaru of America,
for instance, launched a " dog-tested,
dog-approved " marketing campaign
in 2012, aimed specifically at dog owners. Visitors to Subaru's Facebook page
can watch videos of dogs test-driving
cars and create a mock driving license
for their pooch. Subaru dealerships are
also encouraged to team up with local
dog shelters for adoption events, and a
Subaru Map My Dog Walk smartphone
app helps owners track their pet's exercise routine.

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December 2013 - Parks & Recreation

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