We budgeted the summer exhibition based on our previous experience building out and hanging an exhibition each June in 2012 and 2013, knowing this one will run longer and offer more than past exhibitions.
For context, we raised approximately $25,000 for our first pop-up installation and events in Humboldt Park, which cost about $20,000 to plan and install. We spent the remaining funds on Art on Track and the other programs we put on in 2013, saving the remaining for our second installation. We raised approximately $30,000 for our second pop-up installation and events in Block Thirty Seven last year, which cost approximately $26,000 to plan and install. On top of this, external groups provided nearly $50,000 worth of marketing and in-kind donations.
Of the money we're raising in this campaign specifically, roughly 8-10 percent will be automatically removed for Kickstarter and Amazon processing fees. On top of that, 12-15 percent of the funds will go directly into printing and shipping the tangible rewards. This leaves us with roughly $37,000 for activities around our first exhibition.
Based on the past two years and the growth we've planned for, we anticipate that the exhibition itself will cost roughly $30,000—divided amongst build out, development, exhibit design, events, new publications, new curatorial, wayfinding, store, and marketing. The additional $7,000 is a small fraction of newfound costs associated with a longer exhibition—more insurance, more utilities, a much higher-cost lease, and more programming.
In short, this is a higher ask because we are doing much more than we've done before. We're relying on many other sources, outlined below, for our subsequent exhibitions, programs, events, and staff.