2011 CMA MUSIC FESTIVAL2011 CMA MUSIC FESTIVAL
SPONSORSHIP OPPORTUNITIESSPONSORSHIP OPPORTUNITIES
THE POWER OF COUNTRY
Thirty-eight percent of American adults - or about 85 million people are Country Music fans
The Country Music Fan is …
• Young and single with some disposable income
• Median age: 39
• 54% female, 46% male
• Median HHI : $55K
Media plays a significant role in their everyday lives
• Top TV networks include: GAC, CMT, VH1, MTV, E!, Oxygen, Spike, Comedy Central, TLC
• Country Music is the #1 radio format among Adults and reigns over all other genres with 2,000 stations nationwide
• Magazines are a source for their celebrity and music trends: OK!, Us Weekly, In Touch
Country Music fans are into technology and are avid social media users
• 90% of CMA Music Festival attendees say they are online at least once per day and/or consider themselves a “web junkie”
Fans that love Country Music, love brands that support Country Music
• 40% of adults who identify themselves as brand loyal are Country fans, which is more than any other genre
They buy music and travel to see their favorite acts in concert
• Taylor Swift was the top selling artist of all genres in 2008 and 2009.
• Also in 2009, five Country artists ranked within the Top 25 North American tours of any genre:
Kenny Chesney, The Eagles, Keith Urban, Rascal Flatts, and Brad Paisley.
In 2010 the CMA Music Festival topped attendance records with more than 260,000 fans from all 50 states and 28 countries.
Loyal fans were treated to 200+ hours of concerts and appearances from more than 400 artists and celebrities!
The corporate marketing effort during CMA Music Festival generated combined activation and consumer engagements of
more than 700,000. These various engagement elements included product sampling, dedicated registrations, and brand
In 2009 the broadcast of “The 43rd Annual CMA Awards,” ABC attracted its biggest Wednesday audience with non-sports
programming in well over 4 years and its highest Adult 18-49 number in 2 years bringing in an estimated 17.2 viewers.
-Listens to Country Radio
- Attended a live music performance in the last month
- Watched American Music Awards
- Watched Annual Country Music Association Awards
- Watched Academy of Country Music Awards
- Watched the Grammy Awards
- Watched the Billboard Music Awards
- Watched the CMA Music Festival: Country’s Night To Rock special
- Watches CMT, MTV, VH1
- Tunes in to American Idol
TARGET AUDIENCE DEFINITION
72% Female, 28% Male
Average Age: 42
80% Own a laptop computer
66% Own a desktop computer
58% Own a HDTV
51% Purchase music from iTunes
Activities / Interests
63% Dining Out
46% At Home Entertaining
Digital & Social Networking
76% Have a Facebook account, of which 53% look at daily
23% Have a Twitter account
90% Say they are online at least once per day and/or
consider themselves a “web junkie”
68% Have downloaded digital Country Music files (single
songs or full length CD)
54% Have taken advantage of the customizable CMA Music
Festival schedule available at CMAfest.com
• 51% of attendees have a Household Income of
• 29% have children under age 18
• 64% of attendees plan to return next year
• 85% of attendees said the CMA Music Festival is the
only music festival they have ever attended
• 58% said the festival was their primary vacation
Methodology: Post-event consumer research is conducted via a quantitative online survey of attendees. All account holders who
provide an e-mail address are invited to participate. Questions on the surveys measure standard demographic, geographic,
psychographic and behavioral data, and allow respondents to rate all aspects of the CMA Music Festival event, including quality of
experience and level of service received at various event venues.
2010 CMA MUSIC FESTIVAL EXIT SURVEY DATA
2010 AVERAGE DAILY ATTENDANCE
LP Field (Nightly Concert Stage)- 49,000
Riverfront Stage (Daily Concert Stage) – 25,000
Sports Zone - 65,000
Fun Zone - 65,000
Family Zone - 65,000
Exhibit Hall - 14,000
Opening Parade Route – 14,000
BY EVENT AREA
2011 MUSIC FEST EVENT TITLE SPONSORSHIP
•Exclusive use of CMA Music Festival logo/name for all collateral marketing and publicity materials
including local and national promotion efforts:
•Co-branded logos on all collateral marketing and publicity materials – including event tickets
• Main Stage (LP Field – home to nightly concerts) Naming Rights
•Digital and Physical Branded signage – All Music Stages and Event Areas
•Nightly Fireworks sponsor
•Fan Shuttles sponsorship
•Nightly press conference at LP and convention center (i.e. named “sponsor” interview room)
•Access to Non-broadcast cutting room performance/interview content
•Branded step ‘n repeat in backstage area – all music stages
•Branded vignettes/videos (sponsor-provided content) at LP Field, Riverfront, and Fan Fair Exhibit Hall
•VIP hospitality – tickets and entertainment:
CMA Music Fest Event Passes with access to VIP Suite area
Single Night concert tickets – Reserved/ General Admission
•Consumer Sweepstakes with VIP experiences
• Activation/Exhibit Space in various locations of event footprint
•Exclusive pre-sale opportunity for 2011 CMA Awards and Music Fest tickets
•Fan Fair TV :30 or :60 spots - will run throughout the day in the Exhibit Hall on more than 10 Monitors from 9am-
•Student journalist corps – the sponsor Press Corps
MUSIC FEST EVENT TITLE SPONSORSHIP PROGRAM COST $1,000,000
CMA MUSIC FEST MAIN STAGE SPONSORSHIP
“THE Sponsor MAIN STAGE AT LP FIELD” – home to the nightly concerts
•LP Field (Main stage) Naming Rights
•Licensing Rights - Exclusive use of CMA Music Festival logo/name for collateral marketing and publicity materials
•Prominent signage throughout the area includes large forward facing banners
•Photo Line/Tent branding/Signage/Banners
•Multiple presentations of sponsor ads on the jumbotrons before and after all performances
•The event emcees will acknowledge sponsor from the stage throughout the performances
• Street Teams - CMA can provide staff to pass out premium items before, during and/or after concerts
•CMAonline.com digital presence – with ability to create custom content to upload and share
•(3) Fan Fair TV :30 or :60 spots will run throughout the day in the Exhibit Hall on more than 10 Monitors from
•Inclusion on press releases and media promotion of “The Sponsor Main Stage Concert Stage. – including event tickets
•Festival Daily Schedules will promote the sponsorship
•Festival Pocket Guide will promote the sponsorship
•Festival Directional Signage, Shuttle Stop Signage and Entrance Wrap signage will be included in sponsor effort
•Nightly press conference at Main Stage backstage area and convention center (Named “sponsor” interview room)
•Student journalist corps – the sponsor Press Corps
•(40) CMA Music Festival 4-Day event passes, valid June 9-12, for B2B, employee and/or agent sales incentive use
•(40) Single Night general admission tickets (ten ticket per night) to the nightly concerts at LP Field for B2B,
employee and/or agent sales incentive use
•(6) passes to the CMA Corporate Hospitality Suite Area, valid June 9-12
•(1) CMA Music Festival Trip for Two package for promotional use (national, regional or local). Trip includes
roundtrip domestic coach airfare, ground transportation to/from the Nashville airport, hotel accommodations
for four nights (double occupancy), tickets to the 2011 CMA Music Festival, tickets to a special event, a
gift bag and more!
Nightly Fireworks sponsor
Branded step ‘n repeat at Main Stage backstage area
Activation/Exhibit Space in various locations of event footprint (space TBD)
Sponsor can participate in Opening Parade
MAIN STAGE SPONSORSHIP PROGRAM COST $500,000
THE RIVERFRONT CONCERT STAGE
The Riverfront Park Concert Stage will feature over 30 performances over the five day event. Performances run daily from
10:00 a.m. till 6:00 p.m.
•Name in Title Stage Sponsor of the Riverfront Concert Series and Park events … “The Sponsor Daytime Concert Stage”
•Prominent signage throughout the area includes large forward facing banners creating festival long billboards
•Additional signage includes on site fence and other banners, inflatable positions (provided by the sponsor),
plus rights to display additional items with CMA approval
•20 pole banners will be displayed throughout the city for added visibility
•Multiple presentations of ads and/or content on the jumbotrons before and after all performances
throughout the day
•Promotions can be announced from the stage with text-to-win sweeps
•Rights to have multiple street team greeters on site generating brand publicity and handing out special offers
•The ability to webcast or capture video footage for website content – from stage activities
•Sponsor can also receive a 10’x50’ tent to distribute samples, coupons, promo items, etc. on site at the
Riverfront Stage Location
•Opportunity to create the Daytime Stage backdrop.
•CMA Close Up magazine will do an online feature story
• Festival Daily Schedules will promote the Daytime Concert Stage sponsorship
•Festival Pocket Guide will promote the Daytime Concert Stage sponsorship
• Festival Directional Signage, Shuttle Stop Signage and Entrance Wrap signage will be included in sponsor effort
•CMA agrees to use best efforts to include sponsor in Press Releases related to Riverfront Daytime Stage
•CMA agrees to use best efforts to include sponsor in local/regional Print and/or Radio related to the
Daytime Concert Stage (based on availability).
•CMA agrees to include sponsor logos in the CMA Music Festival Promotional Brochures created and distributed
by CMA (based on availability and space).
•Sponsor can include a special sales generating offer in the gift bags delivered on site to 38,000 attendees.
•Sponsor will receive :30 spots; which will run throughout the day in the Fan Fair Exhibit Hall on Fan FairTV .
•The CMA website will promote the Daytime Stage events and the sponsor daily from May 1- June 12
•CMA agrees to include sponsor listing and/or logo in the CMA Music Festival Daily Schedule of Events to promote activities
•The CMA will provide sponsor the opportunity to utilize the exclusive, private targeted mailing list of 200k country music enthusiasts
for promo purposes up to three times in a yearly period. The special promo offers can also be delivered on the CMA website adding
increased visibility for sponsor.
CMA MUSIC FEST DAYTIME STAGE SPONSORSHIP
CMA MUSIC FEST DAYTIME STAGE SPONSORSHIP continued
VIP HOSPITALITY AND CONSUMER SWEEPSTAKES
•CMA will provide (2) trip for two packages for consumer promotion. Packages include hotel
accommodations (Double occupancy) for 5 nights and six days, (2) tickets to the 2011 CMA MF, (2) tickets to a private CMA MF event,
a CMA MF gift bag and more. Can be used as a consumer sweepstakes promoted online or in the exhibit space. Note: trip package could be for 2012 CMA
Music Fest or 2011 CMA Awards.
•CMA will provide (50) CMA Music Festival Event passes valid June 9-12, 2011 for approved promotional and/or consumer use.
•CMA will provide (10) backstage passes per day at Riverfront (one-two hours each). Backstage access must be pre-arranged and a sponsor representative
must be present at all times.
•CMA will provide (4) CMA Music Festival Event Passes with access to the Hospitality Suite Area for employee incentive and/or B2B use.
•CMA agrees to provide (20) single night general admission tickets for use on any night’s concert at LP Field for employee incentive and/or B2B use.
•CMA will provide (2) Riverfront parking passes and (1) LP Field Parking pass for all four days.
DAYTIME STAGE SPONSORSHIP PROGRAM COST - $250,000
CMA MUSIC FEST EVENT ZONE PRIMARY SPONSORSHIP
Sports Zone, Fun Zone, Family Zone
The Event Zones will be located in downtown Nashville – the heart of the Music Fest footprint.
These area will feature FREE entertainment on the Sports Zone Mainstage geared towards 18-34 adults.
Other FREE events in the Zones include interactive activities, games, hands-on exhibits, product sampling, and a whole lot more.
•On-site exhibit space for a sponsor branded tent or mobile marketing unit to distribute samples, coupons, promo
items and data collection etc. We can accommodate up to a 80X80 display
•CMA can provide needed tables and chairs for exhibit space and one standard power outlet
•Sponsor will have the opportunity to create a branded entrance
•Sponsor to participate in Opening Parade
SPORTS ZONE MAINSTAGE
•CMA will create a 10’x10’ banner with the sponsor logo to be displayed at the Sports Zone Mainstage
or sponsor will have the opportunity to create the Mainstage backdrop based on CMA provided specs.
Artwork to be mutually agreed upon.
• Street Teams - CMA can provide staff to help distribute premium items
2011 FAN FAIR EXHIBIT HALL (NASHVILLE CONVENTION CENTER)
•CMA agrees to broadcast (2) :30 or :60 spots on Fan Fair TV inside the Fan Fair Hall
• CMA agrees to include sponsor logos on the Fan Far Hall Entrance Wrap (CMA to produce)
CMA FUN TEAM & REGISTRATION BAGS
•Sponsor may provide coupons or premium items to be distributed by the CMA Fun Team
(min 500 – max 10,000) and/or the CMA Registration Bags (min.32,000)
CMA MUSIC FEST EVENT ZONE PRIMARY SPONSORSHIP continued
•CMA agrees to promote the Zone as the “sponsor” Zone
•CMAonline.com digital presence – with ability to create custom content to upload and share
•CMA agrees to use best efforts to include sponsor in Press Releases related to the Zone
•CMA agrees to use best efforts to include sponsor in local/regional Print and/or Radio related to the Zone (based on availability)
•CMA agrees to include sponsor listing and/or logo in the CMA Music Festival Daily Schedule of Events to promote the Zone (if available)
•CMA agrees to include sponsor logo in the CMA Music Festival Promotional Brochures created and distributed by CMA (based on availability
•CMA agrees to include sponsor logo on the CMA Music Festival website with link to homepages
•CMA agrees to include sponsor logo in a CMA E-News email newsletter to promote the Zone
CMA agrees to provide (100) single night general admission tickets for Saturday, June 11th for incentive and/or B2B use
•CMA will provide (3) Zone parking passes
•CMA will provide (2) trip for two packages to for approved consumer promotion. Packages include roundtrip domestic coach airfare,
ground transportation to/from the Nashville airport, hotel accommodations (double occupancy) for 4 nights and five days, (2) tickets to the
2011 CMA MF, (2) tickets to a private CMA MF event, a CMA MF gift bag and more.
• CMA will provide (16) CMA Music Festival Event passes valid June 9-12, 2011 for approved promotional , incentive and/or consumer use
•CMA will provide (4) CMA Music Festival Event Passes with access to the Hospitality Suite Area for incentive and/or B2B use
EVENT ZONE PRIMARY SPONSORSHIP PROGRAM COST - $150,000
On-Site in Downtown Nashville Event Zone
• On-Site exhibit space for a mobile marketing unit or display in downtown Nashville event zone
for data collection, create interactive games, and/or hold register to win contests (up to 1,500 square feet)
•Insert a sample, premium item or coupon in the CMA Music Festival Registration Bags (Minimum 32,000 items)
• Let the CMA Fun Team distribute premium items and/or samples (Min. 500 – Max. 10,000 items)
• Logo and link on the CMA Music Fest event website
• (2) CMA Music Festival 4-Day event passes, valid June 9-12
• (8) Single Night general admission tickets (two tickets per night) to the nightly concerts at LP Field
• (2) Exhibitor parking passes.
ON SITE EXHIBIT SPACE COST - $25,000