VIRGINIA TOURISM CORPORATION
MUSIC FESTIVAL SPONSORSHIP APPLICATION
SAMPLE APPLICATION
Virginia’s music scene boasts a variety of different genres such as bluegrass, country, gospel, R&B, rock and
roll, jazz and folk, and more. Virginia hosts a variety of events to showcase its rich musical history, with
popular festivals that take place year-round. Among the largest are the American Music Festival, Lockn’
Festival, Galax Old Fiddler’s Convention, FloydFest, Hampton Jazz Festival, and Bristol Rhythm and Roots
Reunion. Virginia also offers numerous smaller music festivals.
Music is an important driver of tourism in Virginia, and an important part of Virginia culture. The Virginia
Tourism Corporation (VTC) Music Festival Sponsorship program’s purpose is to help promote the growth of and to offset the costs incurred by - Virginia music festivals, and to also build Virginia’s brand as a music
destination.
Virginia Music Festival Application Guidelines
Eligible Programs – This program is open to Virginia partners that produce and host Virginia music festivals.
Eligible music festivals must focus primarily on annual or seasonal music festival events. Venues that have
regularly scheduled, ongoing concerts and performances are not eligible to apply. Festivals that offer music –
but do not have music as the main festival focus – are not eligible to apply.
Funds may be used for festival production costs, including staff costs, staging, entertainment, etc. Funds will
be awarded upon application approval and signing of Letter of Agreement with VTC. Marketing costs will not
be funded through this program. Applicants are encouraged to seek marketing funds through the VTC
Marketing Leverage Program. More information on this program can be found at
http://www.vatc.org/PAM/leverageprog/.
Application Instructions
Section One – Contact Information and Funding Level Request
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Thoroughly complete the Contact Information section, including the Federal Employer Identification
Number
Indicate the amount of funding requested:
o Up to $5,000 – Geared toward smaller festivals that attract under 5,000 people and showcase
local and regional talents.
o $5,001 to $15,000 Level – Geared toward multi-day music festivals that showcase regional and
national emerging, established, or current artists.
Sign the cover sheet indicating acknowledgment of requirement to sign a VTC Letter of Agreement,
prior to receiving funds. Funds will be awarded up front, upon VTC Letter of Agreement completion.
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Section Two – Festival Description and Budgets
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Include up to one page of narrative that describes your festival, what makes it unique, and how it
contributes to the local/regional tourism economy, etc.
Include up to one page of narrative that details for what the VTC Music Festival Sponsorships dollars
will be used. Include specific items, and costs associated.
Circle the type(s) of artists performing at your festival.
Provide the dollar amount of your TOTAL festival budget.
Provide the dollar amount of your MARKETING budget.
Indicate additional financial partners and their dollar amounts of support.
Include a Letter of Support from your local Destination Marketing Organization(s). A listing of DMOs
can be found at http://www.vatc.org/consumerservices/dmolist/ .
Section Three – Economic Impact and Target Audience
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Provide your estimated total economic impact of the festival.
Indicate how the economic impact is determined. Is it from past impact studies, ticket sales, etc.?
Provide your Target Audience and Market Demographics of your audience.
Indicate specific research and other validation of how you determined your Target Audience.
Section Four – Marketing Plan and Budget
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Provide a summary of your marketing plan components, including specific ad placements, social media
marketing, costs, etc. Include any VTC Advertising opportunities (http://www.vatc.org/advertising/).
Section Five – Performance Measures
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Describe how you track the success of your Music Festival marketing.
Describe how the VTC sponsorship will increase visitation and travel expenditures.
Provide as many current baselines and projections as possible for your performance measures.
Add additional, relevant measures as needed to fit your festival.
Section Six – Virginia is for Music Lovers Promotions
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As part of the VTC Music Festival Sponsorship funding, VTC must have maximum marketing exposure
prior to, and during your festival. In this section, specifically indicate how Virginia is for Music Lovers
will be incorporated in your festival marketing, and on-site during the festival. Please be very specific
in your details. Feel free to be creative in your opportunities to extend the Virginia is for Music Lovers
brand at your event. Unique ideas are welcome!
Upon approval of your application, a VTC staff member will be assigned as your point of contact. You
will work with this person in coordination of the VTC deliverables - both provided by the festival to
VTC, and for marketing assistance provided to the festival by VTC.
If you would like to have the LOVEworks on-site, include in your budget the cost of the LOVEworks
installation ($500.00 for delivery, setup and removal). For information on the LOVEworks installation
visit http://www.vatc.org/pr/LOVEartworkapplication/.
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The Virginia Tourism Corporation has developed a portable stage that recreates the stage of the Carter
Family Fold in Hiltons, VA. The stage may be used for inside venues; it is not waterproof and must be
protected from weather. If you would like to use the Carter Fold Stage, include in your budget costs
for the Carter Fold Stage installation (estimated cost of $12,000 for delivery, installation, and removal).
The Carter Fold Stage installation is handled by a private vendor and final costs may be negotiable
between the applicant and the vendor. For more information, contact Steve Galyean at 804-545-5517.
 APPLICATION SUBMISSION
The application must be received by the Virginia Tourism Corporation no later than 5:00 PM on Tuesday,
January 24, 2017. THIS IS NOT A POSTMARK DATE.
Provide the original and four copies of your application. Applications must be typed or computer printed.
Applications and supporting materials should not be bound or placed in a notebook. Staple the application in
the upper left-hand corner. Supporting materials may be included in clear sheet holders or similar packets.
Email or faxed applications will NOT be accepted. For tracking purposes and date/time delivery recording
purposes, applications should be sent via UPS, FedEx, DHL, or USPS Registered Mail/Return Receipt
Requested.
Mail the application to:
Virginia Tourism Corporation
Attention: Angela Wiggins
901 East Cary Street  Suite 900
Richmond, VA 23219
Questions regarding the VTC Music Festival Sponsorship Program should be addressed to:
Steve Galyean
Partnerships & Outreach Director
804-545-5517
[email protected]
NOTE:
The following pages are a sample application for a fictitious Virginia music
festival. It is meant to be a guide for what the VTC review team will look for in
an application. You may or may not have every item requested, or resource,
available. Write your application based upon YOUR festival information.
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VIRGINIA TOURISM CORPORATION
MUSIC FESTIVAL SPONSORSHIP APPLICATION
SECTION ONE – CONTACT INFORMATION AND FUNDING LEVEL REQUEST
Official Name of
Festival
Date(s) of Festival
Festival Organization
Name
Primary Festival
Contact Person
Title
Mailing Address
Physical Address
Phone
Email
Website
Federal Employer
Identification Number
Noise in the Field Festival
May 19-20, 2017
NFF, Inc.
Sam Sheets
Executive Director
PO Box 555
City
My Town
150 West Main Street
City
My Town
434-123-5555
[email protected]
www.niff.com
54-55555555
State
VA
Zip
23555
State
VA
Zip
23555
Amount of Funding
$ 15,000.00
Requested
Up to $5,000 – Geared toward smaller festivals that attract under 5,000 people and showcase mainly local and
regional talents.
$5,001 to $15,000 Level – Geared toward multi-day music festivals that showcase mainly regional and national
emerging, established, or current artists.
Authorization for Application
I hereby certify I am authorized to sign this application requesting funding from the Virginia Tourism Corporation (VTC).
I acknowledge that upon successful approval of the VTC Music Festival Sponsorship application – and before receiving
funding payment – that I, as festival designee, will be required to sign a VTC Letter of Agreement confirming the benefits
given to VTC as a sponsor of the festival, and confirming remedies if - for whatever reason - the festival is not held, or
elements or benefits are not delivered to VTC.
_____________________________________________
Authorized Signature
Date
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SECTION TWO – FESTIVAL DESCRIPTION AND BUDGETS
Tell us about your festival; include narrative about what makes your music festival unique in the region; the type
of entertainment; run of show; other activities during the event; community support, the events role in your
local tourism economy, etc. (One page of narrative, max).
The Noise in the Field Festival is a two-day musical celebration – held the third weekend each May – that features
American roots music with special highlight on Virginia artists. The Festival takes place in the My Town Park, from
noon on Friday, through late night on Saturday. Music is held on three stages throughout the park. In addition to
the music performances, there are vendors selling local and regional crafts, local foods, and music-themed
products and demonstrations. The Festival has a children’s area that includes a small performance area for
entertainers to do jam sessions with the children, face painting, and a playground area. 2017 marks the fifth annual
event. New in 2017 will be a series of workshops for song writing, instrument construction and care, and music
heritage. The Festival is budgeting for the Carter Fold Portable Stage installation as site for these workshops, as
well as jam sessions.
Full-event tickets are available online (www.niff.com) and in advance for $45 per ticket. On-site full-event tickets
are $60 while Friday-only tickets are $35 and Saturday-only tickets are $40. 35% of our tickets are full-event tickets
sold on-site; 30% are full-event tickets sold in advance; 15% are Friday night only tickets and 20% are Saturday
night only tickets.
The Noise in the Field Festival is unique to our area because of the focus not only on music performances, but also
the focus on locally sourced crafts, foods, and heritage. The Noise in the Field Festival partners with the My Town
College to develop workshops, and utilizes the music department for festival content development, and the
marketing curriculum students for promotional and research activities.
The 2017 Festival will feature The Steel Wheels as headliner on Friday night (May 19) and Anderson East on
Saturday night (May 20). We are working on the final 2017 schedule but the Festival will include a majority of
Virginia performers on three different themed stages including artists shown below:
Old Time Music Stage: Confirmed – New Ballard’s Branch Bogtrotters; Whitetop Mountain Band
Bluegrass Stage: Confirmed – Loose Strings Band; Gravel Road Band; Nothin’ Fancy Band
Blues and Americana Stage: Confirmed – Gaye Adegbalola; Mark Mason Band; Scott Perry; NOTE: This stage
serves are the main stage for the Friday and Saturday night headliner performances.
Over the past four years, we have seen a steady increase in number of tickets sold. Last year the record
attendance was 5,957 (as determined by ticket sales). Our local community embraces the Festival and helps with
promotions. Since our My Town Park is adjacent to downtown, local merchants stay open late during the Festival
and offer special sales. Merchants report brisk sales during the weekend of the Festival.
Reports from our lodging partners (part of the post-Festival survey) tell us that all rooms are booked for at least
two night stays. Our restaurants also report capacity crowds during the Festival. Other local attractions report
increased visitation during the week before, weekend of, and week following the Festival. (My Town College
conducts the post-event surveys of both Festival attendees, and local partners).
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Provide detail for what the VTC Music Festival Sponsorship Funds will be used and what you want to accomplish.
Include specific item details and costs. (One page of narrative, max).
The Noise in the Field Festival has one paid employee and is largely been run with volunteers and My Town staff
support. The Festival will continue with this model due to current budget realities. However, there are two areas that
we have identified that need improvement…. the festival sound and the electrical service to the Festival site.
The Virginia Tourism Corporation funds will be used to secure a better sound system for all stages. Currently the
sound systems are operated by the My Town Parks and Rec Department with My Town equipment. The VTC funds
will allow for contracting with AMZ Light and Sound. Better sound will provide a more enjoyable experience for our
audience. AMZ has quoted $10,000 for their services. Below is a breakdown of the proposed services:
Sound system including speakers, mics, and sound board for three stages: $7,000.00
Transportation and set up:
$1,000.00
Sound engineers for three stages:
$2,000.00
The remaining $5,000 will allow for expanded electrical service to My Town Park. In the past, we have been limited in
the number of vendors who are able to set up at the Festival. We will be able to provide more vendors, and increase
Festival revenue, by improving the electrical service at the Park.
Our goals are:
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To secure the services of a professional sound engineer
To utilize professional sound equipment
To expand electrical service so that we can expand our vendor
Increase revenue through a better visitor experience
The Festival has received VTC Marketing Leverage Program funding in the past, and we intend to apply in a 2017
funding cycle to expand our marketing programs.
Circle Type(s) of Artists Playing Event
National
Regional
Local Artist(s)
Oldies/Reunion Tours
Total Festival Budget
Amount of Festival Marketing Budget (paid and inkind)
Additional Support Partners and Support Amounts
(Specify)
My Town Bank
My Town Healthcare, Inc.
Town of My Town
My Town Foundation
Ticket and Vendor Sales
Do you have DMO Support? Include a copy of the
DMO support letter.
Currently Hot
Emerging Artists
Established
Other (specify)
$ 202,500.00
Paid
$46,000.00
In-Kind
$51,500.00
$ 10,000.00
$ 10,000.00
$ 30,000.00
$ 50,000.00
$ 102,500.00
Yes. My Town CVB letter of support; attached
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SECTION THREE – ECONOMIC IMPACT AND TARGET AUDIENCE
Estimated Economic Impact of Festival
How is this determined?
$675,000 direct; $1,575,000 indirect (2016 data)
As mentioned NFF, Inc. partners with My Town College to
conduct an annual survey both during the Festival and a follow
up survey. Over the past four years, the impact of the Festival
has grown by an average of 8%. My Town College collects the
data and uses IMPLAN to analyze the data and determine the
economic impact.
………………………………………………………………………….. …………………………………………………………………………………………………
Target Audience and Demographics (One page of narrative, max):
Who is your target audience and market? How did you determine that this is your Target Audience and Market?
The Noise in the Field Festival targets the following demographic and geographic audiences:
Geographic: Raleigh, NC; Winston-Salem, NC; Richmond, VA; Bristol, VA/TN
NFF, Inc. tracks both online ticket sales, as well as on-site ticket sales. Over the past four years, the
above geographic markets have consistently shown as top markets for our event. Ranging in travel times of
between two and four hours from My Town, these localities are close enough to allow for a drive market, yet far
enough away to encourage overnight stays for the Festival. Below is a breakdown of geographic ticket sales:
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Local audience*
Richmond, VA
Raleigh, NC
Winston-Salem, NC
Bristol, VA/TN
Other (WV/SC/MD)
40%
23%
18%
12%
5%
2%
*Local audience defined as less than one hour away from My Town, VA. Local marketing is accomplished through
local radio, cable ads, social media, flyers, posters, and local newspapers. Most all local marketing is provided inkind.
Demographic: Music Lovers within the Geographic Market; Singles; Families; Couples; Affluent, Ages 18-65.
Surveys conducted by My Town College during the event over the past two years, have shown the
there are three main types of visitors to the Festival.
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Couples, ages 30-45 that are looking for a weekend escape. Their household income is $100,000 +, and
they attend on average three music festivals a year. Average total Festival spending is $325 per couple and
constitute approximately 45% of the Festival audience.
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Singles, ages 18-33 that are looking for authentic cultural experiences in a fun, engaging setting. Their
household income ranges from $25,000 to $65,000. Average total Festival spending is $157 per person and
constitutes approximately 35% of the Festival audience.
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Our final demographic audience are families, with children under the age of 18 (average party size is 3). As
a result of our research and the number of families with children, the Festival added a children’s activities
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area two years ago. Again, household income is $100,000+. Average total Festival spending is $395 per
family and constitute approximately 20% of the Festival audience.
SECTION FOUR – MARKETING PLAN AND BUDGET
Give us a snapshot of how you will market your music festival. Fill in the following table with as much detail as
possible. Please include the value of any in-kind marketing you receive.
MARKETING PLAN AND BUDGET; Provide specific details of marketing plan items (include paid and in-kind)
Media Outlet
Ad Type, Size, and Frequency
Placement Date
Total Cost
Midtown Magazine and Web; Raleigh
Winston-Salem Monthly and Web
Style Weekly and Web; Richmond
The Loafer and Web; Bristol, VA/TN
Facebook Targeted Ads (VTC Coop)
Google VTC Coop
Instagram Targeted Ads
Virginia.org Banner Ads
No Depression and Web
WZZZ-FM (In-kind promotions)
Our Town Chronicle (In-kind promotions)
Comcast Cable (in-kind promotions)
Jan, Mar, April 2017
Jan, Mar, April 2017
Jan, Mar, April 2017
Jan, Mar, April 2017
Jan – May 2017
Jan – May 2017
Jan – May 2017
Jan – May 2017
Jan, Mar, April 2017
Jan – May 2017
Jan – May 2017
April – May 2017
$3,000.00
$3,000.00
$3,000.00
$3,000.00
$3,000.00
$5,000.00
$2,000.00
$4,500.00
$1,800.00
$20,000.00
$10,000.00
$10,000.00
Specific Item (brochure, design services, etc.) production, tradeshow registration, etc.)
Completion Date
Total Cost
Festival Program
Creative Services (in-kind promotions)
Festival Brochure
Highway Info Media Brochure Distribution at 12 VA Welcome Centers
Five highway billboards on Routes 245; 555, and 931 (in-kind promotions)
Carter Family Fold Installation
LOVEWorks Installation
April 2017
May 2017
May 2017
May 2017
April-May 2017
May 2017
May 2017
$2,000.00
$1,500.00
$2,000.00
$1,200.00
$10,000.00
$12,000.00
$500.00
¼ page; four color, three placements
¼ page; four color, three placements
¼ page; four color, three placements
¼ page; four color, three placements
Targeted to zip codes in VA, NC, TN
Tier One Management Package
Targeted to zip codes in VA, NC, TN
Premium rectangle
¼ page; four color, three placements
2000 radio spots from Jan-May 2017
¼ ad in weekly edition, Jan – May2017
300 spots in Raleigh; Richmond
TOTAL MARKETING BUDGET (Paid and In-Kind)
$97,500.00
SECTION FIVE – PERFORMANCE MEASURES
Briefly describe how you track the effectiveness of your marketing for your Music Festival, and provide baselines
and projected goals in the following Performance Measures Chart. Add additional applicable measures to the
Performance Measure Chart. (One page of narrative, max.)
NFF, Inc. tracks the following metrics:
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Ticket Sales
Ticket Revenue
Vendor Sales
Website visits
Social media lift and impact
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Local anecdotal and specific data
Earned media
Group Tours
My Town College assists with the data collection (surveys) during and after the Festival; the College also analyzes
the data and provides estimated economic impacts.
PERFORMANCE MEASURE
CURRENT BASELINE (n/a if not applicable)
NUMERIC INCREASE/GOAL
Total Tickets Sold
Total Ticket Revenue
Total Vendor Sales
Total Website Visits
Facebook Likes
Twitter Followers
Instagram Followers
Others; Specify below
Earned Media Placements
Motorcoach Group Tours
5,957
$284,410
$57,500
167,000
10,624
2,793
1,100
……………………………………………………………
15
5
6,500
$310,000
$63,000
225,000
16,000
3,300
1400
Virginia is for Lovers………………………
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SECTION SIX – VIRGINIA IS FOR LOVERS PROMOTIONS
Marketing Deliverables to Co-Brand Virginia - The Virginia is for Music Lovers (VIFL) logo and brand should
receive high visibility. Briefly describe how you will extend the VIFL brand through your pre-event marketing and
on-site at the event. Please give specific details for each VIFL opportunity. Add any information and details as
needed to help the review team evaluate the VIFL exposure.
Virginia.org listings
Virginia is for Music Lovers Logo Exposure (on
ads, banners, promotional materials, and on
stage)
Digital Exposure (including reciprocal links to
www.Virginia.org)
Social Media Exposure (including use of
#VAMUSIC and/or #LOVEVA)
Print Exposure (including VIFL Logo in print ads;
and/or complimentary VIFL ad in event
program)
Outdoor Media Exposure
Broadcast Exposure
The Festival regularly updates our Virginia.org listing. There
will also be a reciprocal link from our website (www.niff.com)
to www.Virginia.org.
The Virginia is for Music Lovers logo will be displayed on all
printed materials; banners both on-site and in community; on
all digital advertising (where practical).
The Festival website (www.niff.com) will include the Virginia is
for Music Lovers logo with a reciprocal link; all digital ads will
include Virginia is for Music Lovers when possible.
All Festival digital outreach will include the #VAMUSIC tags.
The Festival will provide a full-page, four color ad in the
Festival season program; the Virginia is for Music Lovers logo
will be included on all printed materials and print ads.
The Festival secures five in-kind billboards in the region; the
Virginia is for Music Lovers logo will be on all billboards.
The Festival receives 300 in-kind cable ad placements in our
target markets and regionally. The Virginia is for Music Lovers
logo will be included in all cable tv ads. Due to the time length
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of the radio spots, it will not be possible to include VIFL in the
spot narrative. However, VIFL will be mentioned in any radio
interviews.
Virginia is for Music Lovers exposure in video
The Festival does not currently have a video; however, the
and/or audio production
communication class at My Town College will develop a video
during the upcoming Festival for future use. The Virginia is for
Music Lovers logo will be included at the end of the video.
On-Site; LOVEworks
The Festival will rent and provide space adjacent to the Main
Stage for installation of the LOVEworks. The cost of the
LOVEworks rental is included in our overall budget.
On-Site installation of the Carter Fold Portable
The Carter Fold Stage will be used for acoustic jam sessions and
Stage
for workshops. The Stage will be inside the lobby area of the
Park concession area. During times the stage is not in use, we
will encourage festival goers to have their picture taken on the
stage and post to social media with the #VAMUSIC tag.
On-Site; VTC Display Booth and On-site presence The Festival will offer the Virginia Tourism Corporation a
complimentary 20 x 10 display area for information sharing
and/or Virginia is for Music Lovers brand activation activities.
PR Opportunities that incorporate VIFL and/or
Virginia is for Music Lovers will be acknowledged in the
VTC officials including press conferences
boilerplate of all Festival media releases. In addition, at the
Festival Media Day, Virginia is for Music Lovers will be
highlighted and a VTC representative will have the opportunity
to speak.
On-Stage mentions of Virginia is for Music
Virginia is for Music Lovers will receive acknowledgment as a
Lovers
sponsor at each performance, on each stage during the
Festival. In addition, a Virginia is for Music Lovers banner will
be displayed either on stage, or as close as possible to the
stage.
Number of Media / Staff Passes and Access
The Virginia Tourism Corporation will receive 15 VIP access
Levels of Passes for VTC staff and invited guests passes to the Festival. The VIP passes allow full access to the
Festival; backstage; and the artist hospitality area. In addition,
the passes will allow access to the VIP reception held the night
before the Festival starts.
Lodging and other accommodations for VTC
The Festival will secure two complimentary rooms for Virginia
Staff and/or other officials; please give details
Tourism Corporation staff at the My Town Inn; in addition, the
Festival will work with a local hotel to secure reduced-rate
rooms for additional Virginia Tourism Corporation staff and/or
guests.
Parking of VTC vehicles on-site
The Virginia Tourism Corporation will be allowed five parking
sites in the VIP parking area, adjacent to the Festival Main
Stage.
Opportunities for On-Site selling by event of
The Festival will purchase wholesale Virginia is for Music Lovers
Virginia is for Music Lovers Merchandise (bought shirts and caps for sale at the official Festival merchandise tent.
at wholesale)
Opportunities for performers to wear VIFL
The Festival will provide Virginia is for Music Lovers apparel for
apparel onstage and/or in promos for event
all on-stage emcees to wear at select times during the Festival;
the Festival will also provide caps and apparel to entertainers
through hospitality gift bags to the entertainers, with a note
encouraging them to wear the Virginia is for Music Lovers
apparel during their performance.
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Items or packages for possible online
sweepstakes. Please give details
Others ( Add additional opportunities and
specific details below):
Live Broadcast Events
Hot Air Balloon
The Festival has developed a VIP package that includes fullaccess tickets, lodging, Festival merchandise, and vouchers for
on-site food vendors. The Festival will provide this package to
VTC for a sweepstakes, if the Virginia Tourism Corporation
would like to conduct a sweepstakes.
………………………………………………………………………………………………….
The local television station typically conducts broadcasts from
the Festival during their evening news. Virginia Tourism
Corporation staff will have the opportunity to appear during at
least one segment of these broadcasts.
Tethered hot air balloon rides are a hallmark of the Festival
and are located on-site in between the Festival stages. Virginia
is for Music Lovers will have the opportunity to provide a large
fabric banner to attach to the balloon. Balloon availability may
depend on weather conditions.
10-16
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