Alternative Revenue Focus | Monday, February 14, 2011
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What Stations Are Doing: Community Tells Radio Jock, 'You Are My Hero' Townsquare Radio Station Keeps Montana Zoo From Closing On January 27th, Zoo Montana officials asked Townsquare Media in Billings, MT, for a meeting. The Zoo's marketing director, Daniel Lundquist, told Townsquare candidly, "The zoo may have to close. Forever." It's no accident that the call was made to Townsquare Radio, because, this is what they thrive at. Zoo Montana survives via private donations, not tax money, so creativity is the key. Zoo Montana has been a Billings staple for about 20 years, growing into a full-fledged zoo over those years. The grounds host weddings, parties for families and businesses, and programs for kids. The date for a decision to close, based on the budget shortfall, was mid-to-late-March. The zoo needed between $80,000 to $140,000 to stay open. Townsquare Market Manager Jerry Butler, Director of Operations Ray Massie, Promotions Director Matt Brubaker and Program Director Larry Wilson devised a plan. Wilson, who also does an on-air shift, once did a promo called "Freezin' For a Reason" to bring awareness to the Haiti tragedy. The idea was that no matter where in the world there is a tragedy, everybody can give back. The concept: Sleep in the van, go on the air and try to raise money for a cause. And, keep in mind, Montana is not Florida. The Townsquare staff agreed the zoo would be a great cause for another "Freezin' For a Reason." It didn't take long before Wilson had many advertising partners bringing him food, a cot, a sleeping bag that could withstand the -30 wind chill temps and a small space heater. It was time to save the zoo. "Freezin For a Reason" started February 1st at 5pm and ended February 4th at 5PM. That's three days of sleeping in the van. Wilson had access to the zoo's restroom facilities that also acted as a warming up station. All 3 nights Wilson would last till about 3:30AM, then would go in to warm up. A goal of raising $36,000 was set. On day two Wilson had reached his goal. Money is still coming in. Wilson says, "Zoo Montana is excited that we got them about half way to their goal." He also says, "I've been humbled since I went in. I feel I had a part in saving the zoo, but with the support from my staff and the Billings area really coming through, we all made the difference and a huge dent so the zoo may remain open." Nothing is for sure until the end of March, but zoo officials are very optimistic because of "Freezin' For a Reason." Kids were showing up donating $2 and $5, escorted by grandparents and parents. When the station received a $20,000 donation on day two there were a lot of tears! Wilson says the community has really embraced him and what Townsquare has done. "People stop me on the street, or at the grocery store, and say you are my hero." He says it feels good to make a difference. Townsquare Market Manager Jerry Butler was beaming with pride about his team and Radio. "I couldn't be more proud of Livin' Large Larry, our entire Townsquare Billings team and the community of listeners that pulled together and made this happen. This truly is the power of radio and the ability of our industry to be able to reach out with a call to action and touch people on a very personal level. At Townsquare Billings, we are striving to live up to our name. We are live, local and have a direct connection to the community to which we serve." (Source: Radio Ink, 02/07/11) Click here to email to client
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