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These changes created a great festival experience, but resulted in a net loss of $5,000. Prior to the fireworks and expanded layout, the festival averaged a positive net income. The "profits" were kept in reserve for the years when Mother Nature would rain on the party. The worst example was in 1996 when on the night prior to the festival opening the community was devastated with a flash flood. The festival was cancelled before it opened, resulting in a $6,000 loss. By 1998 it was very clear to the board and staff that new funding sources were needed to continue the festival. The board specifically did not want to subsidize the festival with tax revenue. The obvious answer was to seek alternative funding: however, the perception within the community was that the festival made a profit. Because of this perception, staff had to become creative when searching for alternative funding. Donations vs. Sponsorships According to Webster's Dictionary, the definition of donate is "to contribute or give." The definition of sponsor is "a person or firm that finances a program by buying time for advertising." Based on these definitions, persons making donations do not necessarily expect to receive anything in return, whereas sponsors are September/October 2000 / 21 S P E C I A L F O C U S
Why Offer Sponsorships Sponsorships are one way to generate income needed to offer events that do not support themselves. These community-oriented events are viewed as a service to the community because they allow numerous individuals to take advantage of low-cost or free entertainment. By obtaining sponsorships, an agency is able to expand program offerings and create partnerships within the community. Sponsoring businesses become an integral part of making these programs or events occur.
When seeking sizable contributions, businesses must be able to see the marketing opportunities available to them. In addition to the benefit of being associated with a positive event, the companies need to see the value their sponsorship has on the quality of life and the resulting goodwill it creates. Consumers are more likely to associate with businesses to which they feel connected, and sponsorships helps to create this association. Sponsoring an event that the consumer attends creates a direct association to the business. Another factor that needs to be identified is potential niche marketing for a business. For example, a local veterinarian might be the perfect sponsor of a Pet Parade. This would be an opportunity for the veterinarian to directly reach a target market of pet owners. Creating Value To attract potential sponsors, each program or event must be examined to determine what value the partnership would create for both the park district and the company. The Plainfield Park District looked closely at its festival to determine what opportunities existed for potential sponsors. For example, the festival flyer, which is in high demand, includes a schedule of events. Local newspapers already publish special pullout sections for the festival at no cost to the park district. The festival has two stages around which activity is centered. A tennis court in the center of the festival area provides a place to hang sponsor banners. To attract businesses at higher sponsorship levels, the park district and a local radio station worked together to establish a program that uses radio commercials and community exposure in conjunction with the festival. The fireworks radio simulcast creates unique opportunities for sponsorship value. This, along with the other opportunities for exposure, gives local businesses and organizations a tangible marketing opportunity. Limited numbers of sponsorship packages were 22 ¦ Illinois Parks and Recreation FESTIVAL GROWING PAINS LEAD TO A SPONSORSHIP PROGRAM established to appeal to a wide range of businesses. These different sponsorship levels allow each business to assess their needs and choose the level that is most appropriate for them. (See related sidebar.) The sponsorship opportunities were marketed to members of the local chamber of commerce as advertising opportunities for their own business. The result? The first year of the Plainfield Fest sponsorship program raised $14,300 from 38 sponsors. After evaluating the sponsorship packages and making minor adjustments, the second year was even more successful than the first. A total of $23,410 was raised from 49 sponsors. Potential Beyond the Festival One of the benefits included in the Plainfield Fest "Platinum" sponsorship package is that it is exclusive and sponsors have a first right of refusal for subsequent years of sponsorship. In other words, if a company sponsors at the Platinum level the park district will not grant another Platinum level sponsorship to a competitor. When the sponsorship packages were first offered in 1999, a local newspaper, The Enterprise, became one of the first Platinum sponsors. After the success of the first year's sponsorship program a representative from Copley Newspapers, which owns the Herald News Plainfield/Shorewood Edition and the Plainfield Sun, approached the park district about becoming a Platinum sponsor. Copley Newspapers was notified that The Enterprise was currently a Platinum sponsor and was exercising their first right of refusal for the 2000 Plainfield Fest. Copley Newspapers then purchased a gold sponsorship, however, they were still interested in sponsoring an event at a top level. Not willing to loose a potential partnership, representatives from the park district and Copley Newspapers designed a package giving the newspaper exclusive sponsorship of "Games on the Go," a proposed park district program that did not have funding. Games on the Go takes games and crafts to different neighborhoods eliminating the need for parents to transport their children to the program. The eight-week program consists of two playground supervisors who take the park district van to designated sites for two-and-a-half hours per site, twice each week. Once at the site, the supervisors coordinate children's games and crafts. The park district desired to offer this as a free program and Copley Newspapers agreed to fully fund Games on the Go with a $7,500 exclusive sponsorship package that includes: All promotional and advertising material includes the sponsoring title of: "The Plainfield Park District and The Plainfield Sun and The Herald
September/October 2000 ¦ 23 S P E C I A L F O C U S News Plainfield/Shorewood Edition are proud to present Games on the Go." The newspapers' logo(s) and park district logo included on: Magnetic signage displayed on the van during Games on the Go hours. All advertising/signage and promotional material associated with Games on the Go. Sandwich-board-style signage displayed at each site during Games on the Go hours. Receives right to place a banner-style ad on park district school newsletters. Recognition in Summer 2000 & Fall/Holiday 2000 park district brochures. Receives first right of refusal for sponsorship option in subsequent years. Creating and administering comprehensive sponsorship programs are time-consuming, but the benefits to an agency can be tremendous. Through sponsorships, a district is able to expand its programs and attract people who have a vested interest in the programs success. Businesses will often send their employees to attend the programs that they sponsor and make sure that patrons of their place of business know about the program or event. The Plainfield Park District has adopted a philosophy of actively seeking partners to support activities and venues within the district. In return, the district strives to create partnerships in which both parties benefit. It is much more than additional funding, it is an opportunity to expand offerings, experiment with new programs and broaden the reach of the park district.
WILLIAM G. McADAM, CPRP
CHERYL CRISMAN, CPRP
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