ELORA – Kat Florence Canada, a jewelry design company whose owners live in Elora, has pulled out of a $250,000 marketing plan it devised to promote Monster Month in the village.
Don Kogen, of Kat Florence, said the company has decided to walk away after receiving what he referred to as a “cease-and-desist” letter from Sensational Elora, the non-profit operating Monster Month events.
“I pray to God they’ve raised the money elsewhere,” Kogen told the Advertiser by phone.
“Otherwise, I really don’t understand why they’d turn us down.”
Kat Florence hoped to do in October what it did last December with its Elora Christmas Market — attract visitors to bolster the village’s business community.
Kogen said the company was prepared to put $250,000 into a print and social media marketing campaign aimed at luring influencers to the village this fall.
Part of the promotion was to provide influencers $500 in “creepy cash.” Kat Florence would reimburse participating businesses for half of the creepy cash dollars redeemed in their stores.
A July 24 email addressed to local businesses explained the program and solicited participation. Within four days, according to Kogen, 46 businesses had committed.
But on July 29, a letter arrived from Sensational Elora’s co-chairs Barbara Lee and Heather Miranda, drawing a line.
“Our logos, websites, branding, marketing, and advertising will not be available to you for your use, access, or redesign,” states the letter, reviewed by the Advertiser, adding the words “Monster Month” could be used.
Kogen said he’s baffled by the letter.
“This could bring recognition to their brand,” he said.
“This could help raise more money for their cause and introduce it to a younger generation.
“I can’t understand these guys. I assume they raised the money elsewhere if they don’t need it from me.”
Miranda, one of the Sensational Elora co-chairs, told the Advertiser a presentation sent to the group, proposing a Monster Month marketing redesign, alarmed them.
According to Miranda, Kat Florence pitched an Elora Monster Month website and logo redesign, along with social and marketing efforts for the event, which features art installations of monster-like creations created by Tim Murton.
Miranda said it appeared to the board like Kat Florence wanted to take over operations.
She said Kat Florence never spoke to Sensational Elora about its ideas.
The board held a July 28 emergency meeting and sent its response to Kat Florence the next day.
The letter told Kat Florence its intention did “not align with our established goals, brands, and values.”
Miranda said Sensational Elora endorses the many local organizations which hold Monster Month events.
“But we do object to giving away control of our assets, our social media sites and our website. They cannot take over our (not-for-profit) business. Who would give away control of their entity?” she said.
The Kat Florence-orchestrated Christmas Market last year was a runaway success. So much so that issues with overflowing garbage, traffic and parking prompted Centre Wellington township to shut it down until solutions could be found.
Miranda said Sensational Elora was founded in 2008 to raise money for the Centre Wellington Food Bank and the meal program at Centre Wellington District High School.
It holds several events – the Twilight Zoo, the Awakening, the Monster March, Pumpkin Day, Empty Bowls Project and Sensational Soup Off – to that end.
Miranda hopes the volunteer-run group can navigate the disagreement without any collateral damage.
“I hope after 17 years people will understand our position,” she said.
