Cinco M a y o
DE
SPONSORSHIP PACKET
PRESENTED BY NEWSED COMMUNITY DEVELOPMENT CORPORATION
Who does
the Cinco de
Mayo Festival
support?
Presenting 28th Annual Cinco
de Mayo Festival & the best
cultural marketing opportunity
of 2015!
The Cinco de Mayo Festival is deeply rooted in the Colorado
community as the largest 2-day event of its kind in the country. The
event attracts 400,000 + festival attendees each year. Cinco de Mayo
is a fun family oriented event with special attractions, musical acts and
some of the most delicious Mexican cuisine Colorado has to offer.
The festival attracts ongoing national media coverage through outlets
such as MSNBC.com, CBS, and the Associated Press.
The Cinco de Mayo event started in
1988 as a neighborhood street fair
to showcase Mexican heritage while
promoting the economic turnaround
of the neighborhoods along the
Santa Fe Drive corridor. By 1995,
the festival had outgrown its location
and moved a few blocks to Denver’s
Historic Civic Center Park where it
took its place among Colorado’s top
four outdoor food and entertainment
events. Although the event attracts
approximately 70% Hispanic attendees,
a large cross section of the community
is represented. Due to this, the event
receives greater visibility through
English and Spanish media outlets.
NEWSED CDC was founded in 1973,
to promote and develop economic,
arts and cultural, and community
programs that increase income and
education levels, and political
engagement of Denver-area residents.
Visit newsed.org to learn more.
What does
Cinco de Mayo
celebrate?
Historically the Cinco de Mayo holiday
commemorates the victory of a heroic
people and their struggle for freedom.
On May 5, 1862 the outnumbered
town of Puebla, Mexico defeated
French forces which fueled the
momentum and national confidence
to ultimately drive foreign power
completely from the country. Today in
areas of Mexico and the United States
this recognition and celebration of
culture and freedom resonates as these
values apply to everyone.
Advertising and
Promotions
Promotion of the Cinco de Mayo event
requires a diverse advertising and
marketing campaign. Over 1,000,000
media impressions will be realized
daily several weeks prior to the 2012
event, utilizing a combination of print,
electronic and other media marketing
tools. Our powerful advertising/
marketing campaign is valued at well
over $300,000 annually and will ensure
that your involvement as a sponsor
will generate wide exposure for your
company on many different levels
during the course of the advertising
campaign.
What is the
marketing
opportunity
for my
company?
“The 2010 Census counted 50.5
million Hispanics in the United
Sates, making up 16.3% of the total
population. The nation’s Hispanic
population, which was 35.3 million in
2000, grew 46.3% over the decade,
and even more sharply in many
Southeastern states. Overall, growth in
the Hispanic population accounted for
most of the nation’s growth—56%—
from 2000 to 2010. Among children
ages 17 and younger, there were 17
million Latinos, representing 23% of
this age group, up from 17% in 2000.”
Source - pewhispanic.org
To become
a sponsor,
contact:
Andrea Barela
NEWSED Development Director
EMAIL
[email protected]
DIRECT PHONE
303.534.8342 X 110
CELL PHONE
720-319-6623
ADDRESS
901 W. 10th Ave., Suite 2A
Denver, CO 80204
“Colorado’s Latino population is young,
upwardly mobile and growing every
day. 22 percent of metro Denver’s
population is Latino - over 627,000
people. The Denver DMA Latino
population is over 846,000 - the 14th
largest in the country.” Source - Viva
Colorado
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM
Benefits of Sponsorship
A La Carte Branding Opportunities
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$25K
$10K
$5K
Un Toque de Mexico Performance
CATEGORY EXCLUSIVITY
A special free concert by the Colorado Symphony Orchestra the week prior to the Cinco de Mayo Festival at the Boettcher
Concert Hall. Fee - $1,500 Includes:
• Two free standing flanking banners (banner provided by sponsor)
• Logo of sponsor on Cinco de Mayo website and within printed event guide
• Logo on printed invites
• Stage recognition announcements by MC prior to performance
PRINT
Company logo placement on all promotional palm cards
electronic mailings
Company logo included in official event guide (20,000+ printed)
Company logo placement on all promotional posters
Local Stage
Company logo placement on all bus shelter advertisements and/or billboards
Company logo with link on the official website
(CincodeMayoDenver.com), average yearly views 40,000
Featuring local musical acts. Fee - $1,000 Includes:
• Two banners attached to footing of stage (banners provided by sponsor)
• Logo of sponsor on Cinco de Mayo website and within printed event guide
• Stage recognition announcements by MC 10 times per day both day
MEDIA
Community Stage
ONLINE
Located within Lincoln Park in front of the Veterans Monument, includes all day folklorico dance performances.
Fee - $500 Includes:
• Two free standing flanking banners (banner provided by sponsor)
• Logo of sponsor on Cinco de Mayo website and within printed event guide
• Stage recognition announcements by MC 10 times per day both days
Company name included as a sponsor in all press materials including
press releases, newspaper ads, public service announcements,
press advisories and kits
Company logo included in all television advertising
Company name mention in select radio advertising
Green Chili Cook Off
TICKETS
VIP passes to the sponsor hospitality area
26
20
16
10
6
10
8
6
4
2
ONSITE SPECIAL OPPORTUNITIES
1 10’ X 10’ exhibit booth space in premium location,
including tent awning, 1 table & 2 chairs if needed
Signs/banners throughout the event site (to be provided by sponsor)
Company banner placement on three entertainment stages
Company banner placement on two entertainment stages
(placement at discretion of festival)
Company banner placement on one entertainment stage
(placement at discretion of festival)
Stage announcements from all entertainment stages promoting sponsor
Right to use 2012 Cinco de Mayo Festival name and artwork for
your promotional advertising
Takes place on Saturday, May 3rd at 1:00pm within the interior of the park. Features up to 15 restaurants and public text
voting process. Fee - $1,000 Includes:
• Two free standing flanking banners (banner provided by sponsor)
• Logo of sponsor on Cinco de Mayo website and within printed event guide
• Onsite PA announcements by MC during contest
• Sponsor text recognition
Children’s Carnival
One of the main event components located near the Denver Post building off of Colfax & Broadway. Features rides for
youth and adults. Fee - $2,000 Includes:
• Four banners within carnival attached to surrounding fence (banners provided by sponsor)
• Logo of sponsor on Cinco de Mayo website and within printed event guide
Petting Zoo
Located on Colfax Avenue near children’s carnival. The zoo is an all day attraction and is provided by long time exhibitor
Noah’s Arc. Fee - $500 Includes:
• Two banners attached to petting zoo parameter (banners provided by sponsor)
• Logo of sponsor on Cinco de Mayo website and within printed event guide
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM
2014
A S N A P S H OT O F O U R
MARKETING REACH
ATTENDANCE
C I N C O D E M AY O
DEMOGRAPHIC
375,000 400,000
O V E RV I E W
INCOME
2%
GENDER
$100,000+
27%
67%
33%
6%
12%
54%
$50K - 75K
2%
40%
CI VI L U N I O N
3%
MA R R IE D
OTH E R
4%
52%
S I N G LE
S IG NIFI CANT
Radio
Viral
Billboards
Newspaper
Word of mouth
Attend annually
Other
16% 35%
12%
24%
4%
15%
2%
6% 12%
11% 7%
25% 8%
23%
59%
Hispanic or Latino
24%
White
9%
W H Y D O YO U AT T E N D H OW D I D YO U L E A R N
C I N C O D E M AYO ?? A B O U T U S ??
Television
1%
American Indian/
Alaska Native
Entertainment
AG E
3%
UN DER 1 8
10%
18 -24
25-35
Asian
1%
Native Hawaiian/
Other Pacific Islander
1%
Other or Multi-racial
21%
Vendors
Children’s
Activities
DID YOU
ATTEND IN 2013??
YES
64%
NO
36%
5,000 full
color, double sided,
distributedat
Denver.org throughout
the Denver Metro and
Aurora areas
BUS SHELTER
BILLBOARDS
27 bus shelter
billboards strategically
placed throughout the
Denver Metro area
A Cinco de Mayo featured e-newsletter is
sent to NEWSED’s database 4 times reaching
approximately 6,800 emails.
PRESS RELEASES
17%
35-4 4
45-54
Food
Reached 25%
of Denver
market.
E-NEWSLETTER
27%
Black/African American
1%
POSTERS
PALM
CARDS
M A R I TA L S TAT U S
ETHNICITY
All television and radio media sponsors, in addition to
their PSA’s, provided links to the CincodeMayoDenver.com website from their home websites.
Under $30K
$75K - $99K
16%
55-6 4
6%
65+
TELEVISION
Cinco de Mayo Festival covered by local television outlets:
Channel 7, Fox 31, Channel 2, Channel 9 &
Channel 4.
500 full color
posters
distributed throughout the
Denver Metro and Aurora
areas.
$30K - $49K
FEMALE
MALE
The official travel and visitor bureau of
Denver Colorado,Visit Denver, features the
event on an exclusive at Denver.org web page
A press release is out 3 weeks prior to the
event to NEWSED’s media contact list
which alerts over 250 outlets
throughout and outside of Colorado
EVENT
GUIDES
10,000 fold out, full color, double sided,
printed and distributed during the event
and available at beverage stands
RADIO
The Lincoln Financial family of stations run up to 627
live or prerecorded promos on Sports Radio 104.3
The Fan, 98.5 KYGO, KS107.5, Crusin’ Oldies 950, 1600
The Zone and Comedy 103.1.
KBNO and their associated Spanish language radio
networks produced 252 promos.
JAMMIN’ 101.5 runs 100 prerecorded promos.
KUVO runs 50 prerecorded promos and will be
present broadcasting at the event.
NEWSPAPER &
MAGAZINE
Many print media sponsors provide extensive
advertising space or featured articles contributions by:
The Denver Post, La Voz Bilingue, Rocky
Mountain Cruzr Magazine, Westword & Viva
Colorado
WEB &
MOBILE
Other website promotions include a Denverpost.com
banner providing 250,000 total impressions during
a seven day duration prior to the event.
LatinLifeDenver.com homepage banners provide
275,000 total impressions.
Passing By
Other
SOCIAL
C i n c o d e M a yo “ C e l e b ra t e C u l t u re ”
F e s t i va l p a g e h a s m o re t h a n 1 , 7 1 7
l i ke s .
The CincodeMayoDenver.com website receives an
approximate 23,000 original visits and
59,000 page views leading up to the Cinco de Mayo
weekend.
2014 Media Coverage
Accumulative Pre-Event Marketing Overview
Television
Internet Coverage and Website Views
Cinco de Mayo’s new official television sponsors; KUSA station 9 News and Telemundo, ran a total of 500 event promos. In
addition, they produced several on site telecasts before during the event. Other stations ran Cinco de Mayo
related
reports over the weekend as well. The following are links to the most significant;
The CincodeMayoDenver.com website received an approximate 46,000 original visits and 70,000 page views leading up to
the weekend of May 3rd and 4th. Google search engine lists CincodeMayoDenver.com on the first page via a general search
of the words “Cinco de Mayo in Denver”. Google also lists the event as #1 on the list behind Wikipedia for a general word
search of “Cinco de Mayo”. The CincodeMayoDenver.com website was routinely touted as the #1 place for any and all
information related to the event.
https://www.dropbox.com/s/dafrzkz42gmcncj/5%20de%20mayo%2030sec%20rev%20april%2017.mov
https://gannett.wistia.com/medias/34gpvhw06f
http://www.9news.com/story/life/events/sponsored-by-9news/2014/04/30/cinco-de-mayo-festival--civic-centerpark/8514255/
http://www.telemundodenver.com/entretenimiento/Lo-mas-destacado-del-5-de-Mayo-enDenver-258160021.html
https://www.youtube.com/watch?v=b6SkCV7veNU&feature=youtu.be
http://kdvr.com/2014/05/03/denver-police-keep-roadways-safe-during-cinco-de-mayo-celebrations/
http://kwgn.com/2014/05/05/celebrating-cinco-de-mayo-3/
Radio
KBNO Radio / Official Entertainment Sponsor – Spanish Language
KBNO and their associated Spanish language radio networks produced 252
combined prerecorded or live promos. In addition KBNO produced the main
stage which featured various genres of Mexican musical performances.
Lincoln Financial Radio Stations - Sports Radio 104.3 The Fan, 98.5 KYGO,
KS107.5, Crusin’ Oldies 950, 1600 The Zone and Comedy 103.1
The Lincoln Financial family of stations ran up to 627 live or prerecorded promos. All six stations were
present at the event located in two booths on Broadway between Colfax and 14th Avenue. The booths
showcased live broadcasts, giveaways and interactive activities with the crowds. KS107.5 DJ Tony V did a
fantastic job emceeing the Cinco de Mayo Parade on Saturday morning and judging the Green Chile Bowl
Cook Off after the parade.
Max Media station - Jammin 101.5
Jammin 101.5 was in full force this year with the 4th Annual Chihuahua Races. Over 150 dogs were registered and hundreds
of people showed up to see all the cuteness on Sunday. The event was emcee by DJ Slim. Prior to the Chihuahua races
DJ Slim also emceed the 2nd Annual Taco Eating Contest which was a big hit. Taco Eating Contest was sponsored by local
restaurant Que Bueno Mexican Grille.
Community Radio Station - Jazz 89 KUVO
KUVO ran 50 prerecorded promos and was present at the event. KUVO is a long-time supporter of the Cinco de Mayo
event and various community festivals.
Other website promotions included a Denverpost.com online banner intended to provide 250,000 total impressions during
a seven day duration prior to the event. Also media sponsor, LatinLifeDenver.com homepage banners provided 275,000 total
impressions from three different links that featured images, an entertainment link, a video link and an e-newsletter link for the
event. Post event LatinLifeDenver.com posted hundreds of event photos. All television and radio media sponsors, in addition
to their PSA’s, provided links to the CincodeMayoDenver.com website from their home websites. The official
travel and visitor bureau of Denver Colorado, Visit Denver, at Denver.org featured the event on an
exclusive web page with a map, event info and a link to our website. This link is still visible at;
http://www.denver.org/things-to-do/denver-holiday-events/cinco-de-mayo/
Other online shout outs promoting the Cinco de Mayo Festival;
http://denver.about.com/od/attractions/tp/cincodemayo.htm
http://www.colorado-for-free.com/FreeThingsToDoColorado/CincoDeMayo.htm
http://www.latinlifedenver.com/much-buy-little-time-cinco-de-mayo/
http://www.thecannabist.co/2014/05/01/may-the-fourth-be-with-you-denver-cinco-de-mayo-stoney-eventshitting-high-spots/10730/
http://www.freeindenver.com/festivals-category/47-cinco-de-mayo-denver
http://www.latinpost.com/articles/11685/20140503/cinco-de-mayo-2014-dates-and-times-of-cinco-de-mayocelebrations-in-san-francisco-la-denver-and-dallas.htm
http://vervedenver.com/event/cinco-de-mayo-parade-festival-2014/
http://www.thrillist.com/entertainment/denver/things-to-do-this-weekend-may-2-5
http://www.examiner.com/article/chinhuas-steal-the-show-at-cinco-de-mayo-festival
Newspaper and Magazine
Many print media sponsors provided either advertising space or featured articles. These companies and their contributions
included;
The Denver Post - provided 120” total column inches for ad placements. In addition they prominently featured the event in
articles both printed and online;
http://www.denverpost.com/news/ci_25691359/cinco-de-mayo-festivities-fill-denvers-civic-center
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM
2014 Media Coverage
Accumulative Pre-Event Marketing Overview
La Voz Bilingue - provided various 1/4, 1/8, 1/2, and full page posts
featuring Cinco de Mayo, Parade and Green Chili Bowl Cook Off
ads in April and May. La Voz also provided post event coverage
with a beautiful full page, full color report with photos;
http://lavozcolorado.com/newspapers/4-30-2014~La-Voz-Edicion-Electronica~LaVoz-Digital-Edition.pdf
Viva Colorado - Provided paper and an online photo spread;
http://photos.vivacolorado.com/2014/05/03/photos-27th-annual-cinco-de-mayo-festivalcelebrate-culture-parade-in-denver/#7
Westword - featured a 75 piece photo spread on their website;
http://www.westword.com/slideshow/cinco-de-mayo-celebration-at-civic-centerpark-41190298/#6
Visitor from Los Angeles - Reporter, Agustin Duran, from a paper and online
publication Hoy Los Angeles flew to Denver for Cinco de Mayo weekend and
put together a beautiful multi page report on the event. Thanks to Kevin Maresca
of Excelente Global for bringing in Mr. Duran. See the below links.
Main, two-page story: http://hoylosangeles.com/news/2014/may/08/el-cinco-de-mayo-en-denver-una-
celebracion-que-une/
Green Chile Bowl Cook Off Contest: http://hoylosangeles.com/news/2014/may/09/mmm-todas-las-salsas-estan-muy-sabrosas/
Photo gallery: http://hoylosangeles.com/photos/2014/may/08/126653/
Family photo gallery: http://hoylosangeles.com/photos/galleries/2014/may/09/familias-latinas-en-denver-durante-la-celebracion-/
Palm Cards
5,000 4” x 6” full color, double sided, printed and distributed throughout the Denver Metro and Aurora areas. A fourth of the
palm cards were individually distributed to the crowds during Opening Day for the Colorado Rockies.
Event Guides
10,000 fold out, full color, double sided, printed and distributed during the event and available at beverage stands. The event
guide was also available for download on the CincodeMayoDenver.com website 2 weeks prior to the event.
E-Newsletter
A Cinco de Mayo featured e-newsletter was sent out to NEWSED’s database 4 times prior to the event through Constant
Contact reaching approximately 7,000 emails.
Press Releases
A press release was sent out 3 weeks prior to the event to NEWSED’s media contact list which alerts over 250
outlets throughout and outside of Colorado. The press release was also available for download to the media on
CincodeMayoDenver.com.
Facebook & Twitter
Facebook updates occurred regularly throughout the month of April and
before the event in May. Page “Likes” increased again over last year, currently
the Cinco de Mayo “Celebrate Culture” Festival page has more than 1,650
likes. Facebook was used continuously to promote the event through video
postings, logo placements, event features, volunteer recruitment and more.
Facebook posts were also linked to Twitter @Cincodemayoden which also
followed all sponsor Twitter accounts.
Bus Shelter Billboards
27 - 4’ x 6’ bus shelter billboard panels were strategically placed throughout the Denver Metro area and outlining suburbs.
The panels reached 25% of the Denver market. The panels were placed in highly trafficked areas, they were in full color and
in place a total of 30 days prior to the event.
Posters
500 11” x 17” full color, printed and distributed throughout the Denver Metro and Aurora areas. The posters were also
distributed through Tecate delivery stops at bars and liquor stores.
Word of Mouth
As evident by the number of return visitors, the Cinco de Mayo
Festival has become popular by word of mouth. There are many
factors that contribute to building “word of mouth” including;
longevity, affordability for families, variety of vendors both food
and non-food, a strong entertainment component and a variety of
unique festival features like a carnival, green chile cook off, special
sponsor attractions and more.
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM