10-9-8-7… Posted by Dick
It won’t be long before we count down the final seconds of 2008.
Right now, the NAR officers, California Association leadership, and plenty of Realtors® and family members are here at Fiesta Parade Floats, just outside Pasadena, counting down in a different way. With just two days left, our entry in the parade is nearly complete. The back is on, the frame is up, and each flower is sitting in a vial of water. Later tonight, we will place those flowers on the float and create an inspiring celebration of NAR’s Centennial.
If the mood among the volunteers is any indication, Realtors® across the nation are very excited about our participation in this great American tradition. What a great way to cap our Centennial year and kick off an exciting New Year!
The parade judges have already paid us a visit to get a preliminary idea of the float. Tomorrow morning the people who are riding on the float will gather here to prepare for the formal judging at 8:00 a.m. PST. The winners will be announced at 6:00 a.m. on New Year's Day. For more behind-the-scenes footage on the float, check out the series of webisodes on Realtor.org.
Most importantly, don’t forget to tune in on New Year’s Day to see our float, LIVE. The event will be broadcast on ABC, NBC, and several other networks. We’re the 44th entry, which means you should see us about halfway through the parade.
While you are watching, take a minute to vote for us to win the Viewer’s Choice Award. Of course, feel free to leave a comment here to let us know what you think of our entry.
On behalf of all of the leadership, I thank you all for making our Centennial year one for the ages. We wish you even more success in the New Year! -- Dick Gaylord, 2009 Immediate Past President
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Comments
Dick -
Thank you for responding. I would ask you - and the rest of the Leadership Team - to read this comment on NAR Wisdom - this man says what I suspect many are thinking (and he is much more eloquent than I).
Thank you also for having the blog - it is a good step towards the transparency that is needed for NAR to gain credibility.
Posted by: Jim Duncan | January 2, 2009 08:55 AM
Dick,
I agree with you that the cost is cheap for the number of impressions/viewers that saw the float. I am not sure how a float spreads the message about the value of homeownership though.
What it might have done is offered a relatively inexpensive (cost vs impressions) branding message for NAR.
Posted by: Maureen Francis | January 1, 2009 01:15 PM
Watching the parade, I find myself in agreement with Dick's comments. I was one that was concerned by the amount of money but the continual mention of our assocication looks like money well spent. I was particularly happy to hear the focus on real estate being local so check with your hometown Realtor.
Posted by: michael guthrie | January 1, 2009 12:55 PM
Dick -
Thank you for providing the cost of the float. Could you also let us know the cost of the theme song that was composed, written and recorded by Academy, Grammy and Emmy award winning artists? (That incidentally could not be heard on the TV feed I watched.)
What was the cost of travel and lodging for those that went to observe the float in person?
That no dues were spent isn't really the point. Was there a better use of the $350,000 (plus travel, plus entry fees, plus the song).
The feed I saw had the float on screen for 57 seconds, and unlike a regular TV commercial, it will never be seen again.
Someone in southern California reported the announcers made the comment, "Ironic they chose a family who built their home after a ship wreck."
I guess I just don't grasp how spending tens of thousands of dollars for a one-time spot on television delivers "a message on the value and importance of homeownership".
You may have only been approached by 2 people, but there are many in the social media space that are referring to this as a "debacle". Some *non-real estate people* - the ones who are supposed to get this message of the value of home ownership -- that I've spoken to made comments like, "What a waste of money", "What are you guys thinking?", and "Who cares about a float".
The float was beautiful, and congrats to all who participated and won an award for "Best Presentation of Color and Color Harmony". But in my opinion, there are many other things that $350K (plus plus) could have been spent on, regardless of the ultimate source of the funds.
Posted by: Jay Thompson | January 1, 2009 12:34 PM
Jim,
Thanks for your comment. My response will be brief, as I am in Pasadena with 100’s of Realtors, preparing to showcase the contributions that Realtors have made during the past 100 years with our float.
All decisions at NAR are made by the Leadership Team, Executive Committee, and the Board of Directors. Our expenditure for this event was a small part of our marketing and advertising budget, and was enthusiastically supported by our governing boards. The cost is $350,000.
NAR nets $18 million each year from a total of $50 million in non-dues dollar activities. That money pays for every penny of governance meetings, officer expenses, committee expenses, and activities like the float. Not one dollar of member dues went to pay for this fabulous celebration of our first 100 years.
There is no way we could better highlight Realtor contributions to the entire country at a more reasonable cost than through our participation in the parade, which will be seen by more than 17 million households around the world. The fact that we will reach one in four households in the United States and in 40 other countries with a message on the value and importance of homeownership makes the cost most worthwhile, especially when you compare what it would cost to reach a primetime audience.
In all of my travels, only two individuals have questioned our participation in the parade. After a brief conversation with each of them, I feel they both understood the benefit and supported our efforts.
Thanks, again, for your question, Jim. I hope you enjoy the parade.
Happy New Year!
Dick
Posted by: Dick Gaylord | December 31, 2008 09:48 PM
Dick -
Thanks for the update on the float. As you are probably aware, there has been quite a bit of discussion about the cost of the float and the prudence of having such an expenditure this year.
How much does the float cost the members?
Thank you in advance,
Jim
Posted by: Jim Duncan | December 30, 2008 05:21 PM