2 7T H A N N UA L
Cinco de Mayo
F E S T I VA L 2 0 1 4
SPONSORSHIP PACKET
PRESENTED BY NEWSED COMMUNITY DEVELOPMENT CORPORATION
Who does the Cinco
de Mayo Festival
support?
Presenting 27th Annual Cinco de
Mayo Festival & the best cultural
marketing opportunity of 2014!
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 What is the
Mayo celebrate?
marketing
opportunity for my
Historically the Cinco de Mayo holiday
company?
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.
“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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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
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
ONLINE
Company logo with link on the official website
(CincodeMayoDenver.com), average yearly views 40,000
Community Stage
MEDIA
Company name included as a sponsor in all press materials including
press releases, newspaper ads, public service announcements,
press advisories and kits
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 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
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6
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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)
Un Toque de Mexico Performance
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
Company banner placement on two entertainment stages
(placement at discretion of festival)
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
Company banner placement on one entertainment stage
(placement at discretion of festival)
Petting Zoo
Company banner placement on three entertainment stages
Stage announcements from all entertainment stages promoting sponsor
Right to use 2012 Cinco de Mayo Festival name and artwork for
your promotional advertising
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
A S N A P S H OT O F O U R
MARKETING REACH
C I N C O D E M AY O
DEMOGRAPHIC
O V E RV I E W
2 0 1 2 T O TA L
ATTENDANCE
The official travel and visitor bureau of
Denver Colorado,Visit Denver, features the
event on an exclusive at Denver.org web page
Cinco de Mayo Festival covered by local television outlets:
Channel 7, Fox 31, Channel 2, Channel 9 &
Channel 4.
SAT U R DAY
100,000
GENDER
MALE
300,000
200,000
FEMALE
58%
TOTA L
S U N DAY
(approximate according to DPD and Denver Fire)
42%
AT T E N D E D I N 2 0 1 2
YES
INCOME
6%
$$50K-$69K
62%
Less than $$50K
9%
4%
$$70K- $99K
$$125K+
L E A R N E D A B O U T F E S T I VA L BY
37%
AG E
26%
4%
20%
25-35
UN D ER 1 8
2%
45-54
65 +
28%
OT H ER
5%
NEWS PAP ER
19%
TV
4%
1%
I NT ERNET
55-64
35-44
BILLBOARDS
H O M E OW N E RS H I P
20%
16%
VEN DORS
OTHER
47%
34%
PA RT N E R
SINGLE
PRESS RELEASES
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
EN TERTAI N M EN T
8%
PAS S IN G BY
10,000 fold out, full color, double sided,
printed and distributed during the event
and available at beverage stands
S IG NIF ICAN T
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.
275,000 total impressions.
OTHER
8%
RADIO
LatinLifeDenver.com homepage banners provide
1%
MA RRIED
55%
27 bus shelter
billboards strategically
placed throughout the
Denver Metro area
EVENT
GUIDES
RENT OWN
5%
BUS SHELTER
BILLBOARDS
FOOD
66% 34%
M A R I TA L S TAT U S
5,000 full
color, double sided,
distributedat
Denver.org throughout
the Denver Metro and
Aurora areas
Reached 25%
of Denver
market.
A Cinco de Mayo featured e-newsletter is
sent to NEWSED’s database 4 times reaching
approximately 6,800 emails.
R E A S O N S F O R AT T E N D I N G
9%
500 full color
posters
distributed throughout the
Denver Metro and Aurora
areas.
E-NEWSLETTER
7%
22%
1 8 - 24
14%
WO RD O F
MO UT H
All television and radio media sponsors, in addition to
their PSA’s, provided links to the CincodeMayoDenver.com website from their home websites.
POSTERS
PALM
CARDS
33%
67%
19%
$$100K- $124K
NO
TELEVISION
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 8 5 0 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.
2013 Media Coverage
Accumulative Pre-Event Marketing Overview
Television
Cinco de Mayo’s official television sponsors; KMGH stations Channel 7 and Azteca America, ran a total of 250 .15 second
event promos starting in early April. In addition, they produced several on site telecasts during the event.
There were various television reports in addition to Channel 7 including Fox 31 and Channel
Channel 9 and Channel 4. Links to several reports:
2,
http://kdvr.com/2013/05/03/hundreds-of-thousands-expected-to-celebrate-cinco-de-mayo-in-denver/
http://denver.cbslocal.com/photo-galleries/2013/05/07/cinco-de-mayo-2013/
http://www.thedenverchannel.com/news/denver-cinco-de-mayo-2013
http://www.thedenverchannel.com/news/azteca/acompae-azteca-colorado-al-festival-cinco-de-mayo
http://www.9news.com/rss/story.aspx?storyid=334327
http://www.9news.com/rss/story.aspx?storyid=334122
http://denver.cbslocal.com/2013/05/04/celebrate-cinco-de-mayo-with-green-chili-tacos-tequila/
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 and Sunday’s main headliner Montez de
Durango.
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 great job emceeing the Cinco de Mayo Parade on Saturday morning.
Max Media station - Jammin 101.5
Jammin 101.5 was in full force this year with the 3rd 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
Jammin DJ and Denver legend Cha Cha emceed the inaugural Taco Eating Contest which was a big hit. Taco Eating Contest
was sponsored by local restaurant chain Tacos y Salsas.
Internet and Website Views
The CincodeMayoDenver.com website received an approximate 23,000 original visits and 59,000 page views leading up to
the weekend of May 4th and 5th. Google search engine lists CincodeMayoDenver.com on the first page via a general search
of the words “Cinco de Mayo”. Using the same search, Google lists the event as #3 on the list behind Wikipedia, images and
general history searches. However the CincodeMayoDenver.com website on Google is the 1st actual event listed along with
various community and media calendars featuring the event. The CincodeMayoDenver.com website was routinely touted as
the #1 place for any and all information related to the event.
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 our new 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/events/detail?e=1463
Newspaper & 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/entertainment/ci_23151453/very-denver-cinco-de-mayo-civic-center-museo?IADID=Searchwww.denverpost.com-www.denverpost.com
La Voz Bilingue - provided various 1/4, 1/8, 1/2, and full page posts featuring Cinco de
Mayo, Un Toque de Mexico 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/5-7-2013~La-Voz-Edicion-Electronica~La-Voz-Digital-Edition.pdf
Rocky Mountain Cruzr Magazine - provided full page ad coverage in their April edition.
Westword - featured a 55 piece photo spread on their website;
http://www.westword.com/slideshow/cinco-de-mayo-in-civic-center-39496125/
Viva Colorado - Featured somewhat of an event guide;
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.
http://www.vivacolorado.com/ci_23158506/ocho-paradas-que-debes-hacer-en-el-festival?IADID=Search-www.vivacolorado.com-www.vivacolorado.com
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM
2013 Media Coverage
Accumulative Pre-Event Marketing Overview
Bus Shelter Billboards
Newsed purchased 27 - 4’ x 6’ bus shelter billboard panels that
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.
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.
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 850 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.
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 chili
cook off, special sponsor attractions and more.
Visitors From Texas
El Heraldo News in Dallas, Texas sent two reporters to Denver during Cinco de
Mayo weekend to specifically feature the event and visit some of Denver’s best
area attractions. They spent the majority of their day on Saturday at the event
and conducted an interview with Andrea Barela. They enjoyed their stay and
had a very positive reaction to Cinco. Below is the article they wrote (in
Spanish) and featured in the May 24th edition.
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 6,800 emails.
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM