by Greg MacDonald
Staff Writer
A group of 13 marketing interns from the University of La Verne and Elite Generation Promotions (EGP) have formed a partnership with Crestview Cadillac owner Scott Allen for a festival to take place Saturday, April 26.
Allen has provided a budget of $2,500 to the students as well as access to his cars and free mobility of his facility to put on the festival.
The money will be used by the students to cover research for marketing strategies, all of the advertising by EGP and other expenses for the internship.
EGP will in exchange put on a promotional event for Crestview at the Covina Orange Blossom Festival on April 26 from 10 a.m. to 5 p.m.
The festival will have five blocks of downtown Covina closed off for the street fair.
“The festival draws nearly 10,000 people from the San Gabriel Valley,” said Mark Thiel, fair coordinator and past president of the Lions Club, which sponsors the fair.
Over 40 local businesses will be set up on the street, including Elite Generation Promotions for Crestview Cadillac, to offer information about their products. The promotional theme for EGP will be “The Catera Gardens” which will portray the Catera as the fresh new car blossoming from the Cadillac family.
“The object is not to sell the Catera but to get the word out about it,” said junior Michelle Runyan, who is handling public relations and advertising for EGP.
The festival also will include 150 arts and crafts vendors.
Two different stages with live music will be set up, including a bluegrass band.
Gymnastic demonstrations, pony rides and a petting zoo are some other entertainment activities for adults and children. There will be eight vendors selling foods like barbecue chicken, steak and ice cream.
“This is really good experience for us. We will get a hard-back book with all of our research about the project that we can use when we apply for jobs,” said Runyan.
All are welcome to join in the festivities and participate in the raffle, in which a Catera for the weekend and a vacation for two will be awarded.
