Confidential

The New Luna

Kristin Watt
AGAD 203
Mr. J ulian Mayne
Nov 1, 2013



The New Luna Contemporary Art Gallery
Of Edmonton

Project Charter- The New Luna

Confidential Page 2 6/25/2014
The New Luna Contemporary Art Gallery
Of Edmonton

Vision:
The Luna has been a contributing member to Edmontons community since 1993
and is located on 124 street and J asper ave among the many complimenting galleries.

Mission:
The Luna is a public art gallery devoted to the experience of the public by
exclusively promoting contemporary visual art, that is produced by local emerging artists
with-in Canada.


SPONSOR

The sponsor for the project is Mrs. Terri Schmit of the Gallery Walk Association
of Edmonton (GWAE).


RELATIONSHIPS BETWWEN THE PROJECTS GOALS AND HIGHER
ORGANIZATIONAL GOALS

The Luna has seen exceptional growth and is in need of a new establishment to
house more and larger exhibits for their public. The projects goals are to raise funds for a
new building and to increase membership figures for the gallery. The organizations goals
are to represent local talented artists who are presenting engaging contemporary art
exhibitions, and with a new space available it will add to the creative energy with-in the
building. A new building with more space will give the gallery the ability to acquire
higher profile traveling or borrowing exhibits. With the fundraising gala supporting a
silent auction of local contemporary art, the projects goals will complement the gallerys
mission.
Project Charter- The New Luna

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THE BENEFITS OF THE PROJECT TO THE ORGANIZATION (GOALS)

Increase membership subscriptions to The Luna Contemporary Art Gallery
Create public awareness of the need of a new building to house specifically
contemporary art in Edmonton.
To acquire funding for the new building
Characterize The Luna form the other galleries in Edmonton
Increase awareness of the gallerys mission


TIME FRAME

Start Date Finish Date Elapsed Time
October 22, 2013 April 22, 2014
6 months

By This Date Duties Time Till Gala
October 22, 2013 Media release 6 months
October 31,2013 Send out the call for
submission
Create and send out a donor
ask letter
6 months
January 31, 2014 Send out invitations
3 months
March 1, 2014 Confirm the RSVPs
2 months
April 1, 2014 Acquire all the silent auction
items
21 days
April 21, 2014 Set-up the silent auction 1 day
The project will take 6 months to complete, and the event will take place on April
22, 2014. Thus, giving 6 months to prepare and market for the fundraising gala for The
New Luna Gallery.
Project Charter- The New Luna

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PROJECT DELIVERABLES (OBJECTIVES)

Acquire 25 silent auction items by April 1, 2014 all through donation of local
business and artists.
To hold a fundraiser for 225 people at The Luna, on April 22, 2014 with the
intention to raise $26,000.
Generate and build awareness to the public for the Gala fundraiser; and the need
of a new building for The Luna by having a media release on October 22, 2013
on how the public can show their support.
Increase membership figures to The Luna by 60 people; moreover, acquire 20
joiners before the gala and obtain 40 memberships by the end of the gala event.

STAKEHOLDER ENGAGMENT

Stakeholders Engagement
Gallery Walk Association of
Edmonton (GWAE)- Board of
Directors
Regular progress reports should be sent to the
association for them to be informed of how the
project is facilitating the local galleries on 124
street
General Public Establish media releases and public service
announcements throughout the project such as
when the gala is taking place.
124 street Businesses/
Community
Organize a community meeting to discuss how
the gala will impact the community
The Luna Gallery Staff and
volunteers
Ensure that the staff are well informed on the
projects progress, because they are very invested
into The Luna Gallery


Project Charter- The New Luna

Confidential Page 5 6/25/2014
PROJECT BUDGET

Estimated Budget

Revenue Expenses
Ticket Sales ($90 per/person ) $20,250 Staffing Costs $13,500
Silent Auction Items $4,000 Invitations $300
Government Grant $5,500 Travel/ Gas $150
Donations ( See Below) Rent Tables ( Silent action) $500
-Public $13,600 Print (bidder sheets /artist statements) $30
-Gallery Walk Association
of Edmonton (GWAE)
$6,300 Gift wrap auction items/
proper displaying of items
$350
-Edmonton Arts Council
(EAC)
$8,000 Ballot Boxes (25 Boxes) $750
Total Revenue $57,650 Total Expenses $15,580
Net $42,070

Other Resources
Many local artists have already started donating art pieces for the silent auction.
Volunteers from the community have started to assemble.
The Luna Gallery has set aside 3 contemporary art pieces from their collection,
and are willing to add the art to the auction if other resources fall through or offer
the art as a door prize.



Project Charter- The New Luna

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PROJECT MANAGERS AUTHORITY
The project managers authority is to acquire all the items up for auction, as well
as the set-up of the auction which would include: ballot box, basket wrapping, bidder
sheets, transportation of the items and have an artist statement for the art pieces. As to
acquiring the artwork for the auction, the project manager is responsible for the call for
submission. The sending out of the invitations to all existing members and donors is the
project managers responsibility as well as attaining it to new audience members that are
interested in the contemporary arts. Once all the invitations have been delivered, the
project manager will then obtain a confirmation on who is attendance the gala.


APPROVALS

Prepared by __________________________________
Project Manager
Mrs. Kristin Watt
Oct 31, 2013
Approved by __________________________________
Project Sponsor
Mrs. Terri Schmit
Oct 31, 2013