40th atlanta jazz festival // festival …...2016/09/08 · 2017 sponsorship opportunities //...
TRANSCRIPT
THE ATLANTA JAZZ FESTIVAL IS PRODUCED BY
THE CITY OF ATLANTA MAYOR’S OFFICE OF CULTURAL AFFAIRS
40TH ANNUAL
ATLANTA JAZZ FESTIVAL //
FESTIVAL OVERVIEW &
SPONSORSHIP OPPORTUNITIES
SUMMARY // Atlanta Jazz Festival is known for presenting the best up-and-coming talent on its
stages, for showcasing the best local talent that Atlanta has to offer, and for
providing the opportunity for patrons to experience performances by jazz legends
– all for free.
As our city becomes more international and our population younger, the festival is
booking talent to welcome these new audiences. From the soulful grooves of
Gregory Porter, the hip-hop inspired brass of Hypnotic Brass Ensemble, and the
sensuous stylings of Brazilian songstress Eliane Elias,
the three stages featured artists from all across the globe and across the jazz
spectrum. We saw the incredible jazz talent flourishing right here in Atlanta,
as well as jazz talent from places like Israel, Chile, and Norway.
The 39th Annual Atlanta Jazz Festival season continued to build upon its success
and heritage of previous festivals with its renowned 31 Days of Jazz program.
There was at least one jazz event at various venues all around metropolitan
Atlanta every single day of May. Museums, parks, college campuses, MARTA train
stations, restaurants, pubs, clubs, coffee shops, movie theatres, the airport atrium
– there was jazz everywhere in May!
2016 ATTENDANCE (OVER 31 DAYS)
500,000
26% came specifically
to Atlanta for the festival
60% live in the city of
Atlanta
31% live in Georgia, but outside of Atlanta
8% were vacationing in
Atlanta and decided to visit the festival
The festival continues to grow its audience
each year, as 37% were
first time visitors
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9% live out of state
(200,00 Memorial Day Weekend)
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JAGUAR
DIRECTV
PUBLIX
AIDS HEALTHCARE
FOUNDATION
LIBMAN
BRAND ACTIVATIONS //
CRICKET
AMERICAN FAMILY INSURANCE
EUBANKS
COLLECTION
POWER HOME
REMODELING
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DEMOGRAPHICS //
EDUCATION
90% of the attendees have
completed at least some college
Total Economic Impact: $15.5 MILLION
of attendees
are female
of attendees
are male 70% of attendees
under age 50
AGE BY GENDER ALL ATTENDEE AGES
18-34: 47% 35-49: 23%
50+: 30%
Post Graduate 23%
College Graduate 64%
Completed Some College 23%
High School Graduate 12%
Completed Some School 2%
69% of the attendees are
college graduates
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66% 34%
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61% of attendees have an
income greater than $50k
$250,000+ 5% $100,000-$149,000 15% $75,000-$99,000 18% $50,000-$74,000 23% $25,001-$49,999 28% Under $25,000 11%
Single, no children 48% Single, with children 13% Couple, with children 21% Couple, no children 18% Own their residence 52% Rent their residence 48%
Black or African American 72%
White or Caucasian 19%
Hispanic or Latino 6%
Native American or American Indian 1%
Asian/Pacific Islander 1%
Other 1%
DEMOGRAPHICS // HOUSEHOLD INCOME HOUSEHOLD STRUCTURE
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39% of attendees have an
income greater than $75k
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Print and online breaks received more than 130 MILLION IMPRESSIONS with a value of more than $1.7 MILLION
Robust broadcast coverage resulted in over 8 MILLION IMPRESSIONS with a value of MORE THAN $360,000
MEDIA VALUE BY TYPE
BLOGS ONLINE PRINT BROADCAST
$40,000 $2,162,000 $884,800 $243,000
PUBLIC RELATIONS AND MEDIAS //
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RADIO
AD VALUE $50,000 CIRCULATION 1,900,000
Atlanta Journal-Constitution
Atlanta Intown
Atlantan Magazine
Atlanta Showguide
Atlanta Tribune
Atlanta Voice
Buckhead Reporter
Creative Loafing
Downbeat Magazine
Insite Magazine
Jezebel Magazine
JazzTimes
Sandy Springs Reporter AD VALUE $55,000 IMPRESSIONS 2,150,000
WABE
WAMJ/WPZE
WCLK
WGPB–TV
WIGO
WRFG
WSB-TV
AD VALUE $30,000 CIRCULATION 850,000
Atlanta Jazz Festival Newsletter
ArtsATL.com
Atlanta Intown
Atlantan Atlanta
Tribune
Buckhead Reporter
CBS Digital Creative
Loafing JazzTimes
Jezebel
Insite Magazine
Sandy Springs Reporter
WOWNOW
The festival secured MORE THAN $407,000 worth of national,
regional and local media coverage, with impressions reaching
an AUDIENCE OF OVER 23,525,000
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AD VALUE $22,000 IMPRESSIONS 3,025,000
ArtsATL.com
Atlanta Daybook
Atlanta Intown
Atlanta Journal-Constitution
Atlantan
Atlanta PlanIt Atlanta
Showguide
Buckhead Reporter
Creative Loafing
Downbeat
iRock Jazz
JazzTimes
Jezebel
Insite Magazine
Sandy Springs Reporter
WOWNOW.com
AD VALUE $250,000 IMPRESSIONS 15,600,000
MARTA Bus Banners
MARTA Station Signage
Hartsfield-Jackson Airport Signage
Hartsfield-Jackson Airport Video 200
Street Banners
10 Digital Billboards
2 Branded Streetcars
SOCIAL MEDIA Attendees’ preferred social media
platforms:
ONLINE
Facebook Followers
57,660
Twitter Followers
8,377
Instagram Followers
3,070
2016 marked the festival’s
first use of a Snapchat Geo Filter
The festival secured MORE THAN $407,000 worth of national,
regional and local media coverage, with impressions reaching an
AUDIENCE OF OVER 23,525,000
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51% FACEBOOK USERS
17% LINKEDIN USERS
21% TWITTER USERS
26% GOOGLE+ USERS
35% INSTAGRAM USERS
OUTDOOR
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The Atlanta Jazz Festival attracts 500,000+ participants throughout the 31 Days of Jazz
program. 31 Days of Jazz features festival-produced events—such as MARTA Mondays,
the Neighborhood Jazz Series, and the Late Night Jazz Concerts—as well as featuring
jazz-related events produced by our Entertainment Partners in their own venues.
Our partners get the opportunity to highlight their establishment Is a member of the jazz
community, while the Atlanta Jazz Festival provides marketing, public relations and
promotional support through press releases, social media and collateral materials.
Together, we ensure there is jazz to be heard in metropolitan Atlanta every single day of May!
31 DAYS OF JAZZ // A
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31 DAYS OF JAZZ ENTERTAINMENT PARTNERS //
2017 WILL FEATURE 40 DAYS OF JAZZ TO CELEBRATE THE 40TH ANNIVERSARY!
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RECENT SPONSORS AND SUPPORTERS //
SPONSORS
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MEDIA PARTNERS
ATLANTA DAYBOOK CREATIVE LOAFING DOWNBEAT GPB
JAZZ TIMES MAJIC OLD SCHOOL 87.7 WABE WCLK WIGO
WOWNOW WPZE WRFG WSB-TV 10
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2017 40th ANNIVERSARY PLANS // The 2017 Atlanta Jazz Festival will expand to 40 days in 2017 with music and/or Jazz
related activities planned for more venues: e.g.:
MEMORIAL DAY WEEKEND MUSIC (Friday-Sunday) • Three stages-each with a full array of top international, national and local
musicians • Sponsor commercials and/or messaging fully integrated into the areas
surrounding the stage and the promotion of the performers • High-quality video boards to allow for enhanced viewing from multiple
vantage points • A broad range of family friendly AJF and sponsor activations to insure
spectator involvement in the music and related activities • Pre-promotion of the weekend concert throughout the region in paid and
earned media • Retrospective performances from many artists who have performed
throughout the AJF’s 40 year history • Three + paid /credentialed upscale food, beverage, seating areas • Jazz inspired art and photo exhibitions • A ‘beach party’ themed pre-party at a large public pool • An expanded Family/Kid Zone • Sponsors will have comp passes to the paid hospitality and the VIP suite plus
complementary VIP areas at all of the stages
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40 DAYS OF JAZZ //
The 2017 Atlanta Jazz Festival will expand to 40 days in 2017 with music and/or Jazz related
activities planned for more venues: e.g:
Jazz Film Series • A movie festival that will feature classic and new movies with the ultimate jazz soundtracks accompanied by special food and live
entertainment
Sponsors commercials and/or messaging fully integrated into the program
Mayor’s Concert • A Mayor’s Concert Friday evening with a headliner befitting the stature of the 40th Anniversary of the Atlanta Jazz Festival
• Sponsor, access, VIP hospitality and recognition will be a key element of the Mayor’s Concert
Neighborhood Jazz Series • Jazz performances hosted in neighborhood parks around Atlanta and presented by City Council members. These performances are
in addition to 40+ performances in partnership with professional venues and restaurants.
Sponsor, access, VIP hospitality and recognition will be a key element of the 40+ performances
40 YEARS OF THANKS • A special event that acknowledges everyone who helped make the Atlanta Jazz festival one of the top 10 events of kid in the world
VIP access for sponsors
EXPANDED VIP HOSPITALITY /CLUBS/PARTIES • Three + paid /credentialed upscale food, beverage, seating areas
• A ‘beach party’ themed pre-party at a large public pool
• Sponsors will have comp passes to the paid hospitality and the VIP suite plus complementary VIP areas at all of the stages
AND MORE! The AJF wants to work with its partners to insure sponsor’s activations are fully integrated into as many elements of the AJF as possible.
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2017 SPONSORSHIP
OPPORTUNITIES // Following are the various levels of partnerships available for the
2017 40th Anniversary Atlanta Jazz Festival
• This information should be looked at as a framework for a partnership as the AJF is committed to
working with sponsors to developing a customized package for sponsors that will support their
marketing and communication efforts: e.g.
• Short term sales
• Brand recognition
• Web traffic
• Customer, prospect or associate entertainment
• Product introductions
• Social media engagement
• Etc.
• Multiple year relationships are available and encouraged to have the benefit of year to year learning
for both event and sponsor and as a way to lock in sponsorship participation costs
at rates more favorable than year to pricing would offer
• It goes without saying that the larger the participation the more exposure and benefits are
offered /available
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2017 SPONSORSHIP
OPPORTUNITIES //
TITLE (1): “The 40th Anniversary XYZ Brand Atlanta Jazz Festival”:
$175K
PRESENTING: (1): “ The 40th Annual XYZ Brand Atlanta Jazz Festival presented by ABC Brand:
$100K
STAGE SPONSORSHIP (3): The XYZ Brand Stage:
$50-75K
Jazz Film Series (1): The XYZ Brand Movies ’N Jazz Screenings and Party:
$35K
Mayor’s Concert (1): The Mayor’s Concert Presented by XYZ Brand:
$75K
Neighborhood Jazz Series(1): The XYZ Brand Jazz ‘N Round Atlanta Music Series:
$40K
SPONSOR CATEGORIES (NUMBER AVAILABLE) – ESTIMATED PRICING
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2017 SPONSORSHIP OPPORTUNITIES // (continued)
THE AJF SPONSORS AND
VIP GUEST HOSPITALITY SUITE SPONSOR (1): The AJF XYZ Brand 40th VIP Suite:
$45K
THE AJF 40 CLUBS (3): The XYZ Brand AJF 40 Club:
$10-25K
OFFICIAL PRODUCTS, SUPPLIERS AND
LICENSEES (#TBD): Official XYZ Product of the 40th Anniversary Atlanta Jazz Festival:
$20-50K
FAMILY ZONE
(1-PRIMARY/ 3 SECONDARY): The XYZ Brand AJF Family Center:
$15K-40K
JAZZ ‘N THE BEACH(1): The XYZ Brand AJF Jazz ‘N the Beach Party:
$25K
OFFICIAL RETAILER (1): The AJF XYZ Brand Merchandise Midway:
$TBD
FOOD OR MERCHANDISE VENDORS (#TBD): No designation-but merchandised by the AJF:
$TBD
SPONSOR CATEGORIES (NUMBER AVAILABLE) – ESTIMATED PRICING
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2017 SPONSORSHIP OPPORTUNITIES //
• Inclusion in advertising
• Ability to create a composite logo
• Use of specific designations in marketing communication
• On site posters
• Footprint for on site activation: 10x10 to 40x40
• Inclusion in event advertising
• On stage sponsor presentations
• VIP and Paid Area hospitality access
• Parking
• Inclusion in social media
• Inclusion in press releases and press relationship activities
• Advertising on the AJF web site
• Advertorial regarding sponsor activation on the AJF web site
• Commercials/videos shown on site via large screen formats
• Sampling/Couponing/On-site sale
SPONSOR BENEFITS: Sponsor benefits will vary based on the specifics of the
customized partnership however this provides a general list of what is available
in the way of benefits
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2017 SPONSORSHIP OPPORTUNITIES //
• Signage at pre-events
• PA announcements
• Logo on Park Entry Signage
• Logo on Branded Yard Signs
• Logo on Merchant Area Signage
• Logo on A-frame Park Signage
• Festival Fencing Banners (sponsor provided)
• Logo w/ hyperlink on website
• Logo in AJF promo collateral
• Logo in AJF Email blasts
• Sponsor specific questions included in attendee research
• Research results
• E-blasts to support sponsor activation
• Logo on AJF merchandise
• Collateral in VIP gift bags (sponsor provided)
• 20x20 Festival footprint
• Data base capture and use
• Sponsor features on the web site
• Souvenir merchandise
• Rights to park a promotional vehicle on site
• Etc.
SPONSOR BENEFITS: (continued)
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2017 Corporate Vending/Activation OPPORTUNITIES //
$15,000
20x20 Festival footprint (access to: power, table & 2 chairs, plain white tent if needed, ice)
Sampling/surveying permitted (no full size beverages allowed)
Logo and link on Atlanta Jazz Festival website
Branded social media posts during festival (1 per day)
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$7,500
10x20 Festival footprint (access to: power, table & 2 chairs, plain white tent if needed, ice)
Sampling/surveying permitted (no full size beverages allowed)
$4,000
10x10 Festival footprint (access to: power, table & 2 chairs, plain white tent if needed, ice)
40TH ANNUAL ATLANTA JAZZ FESTIVAL
MEMORIAL DAY WEEKEND // PIEDMONT PARK
SPONSORSHIPS & ACTIVATION OPPORTUNITIES AVAILABLE
DON DIXON, DIRECTOR OF MARKETING & PARTNERSHIPS
CITY OF ATLANTA MAYOR’S OFFICE OF CULTURAL AFFAIRS
404.444.5573
LAURA MOODY, MARKETING & PROMOTIONS MANAGER
CITY OF ATLANTA MAYOR’S OFFICE OF CULTURAL AFFAIRS
404.546.6826