Master trf presentation denny's

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Master trf presentation denny's

  1. 1. Texas Renaissance Festival 2013 Partnership Presentation
  2. 2. HISTORYThe Texas Renaissance Festival opened in 1974 with just three stages on 15 acres ofwhat was once an old strip-mining site. The festival’s founder George Coulam, builtthe festival from humble beginnings with a handful of performers offering improv-style entertainment and a dedicated group of patrons who wanted to spend theafternoon in another world. Today, the festival has grown into an incredible dreamworld spanning nearly 55 acres, featuring eight themed villages lined with over 360unique shoppes including food, art, clothing and imports. The Texas RenaissanceFestival has a cast of thousands entertaining patrons from all over the world as thelargest renaissance themed park in the United States.
  3. 3. Ideally Located Dallas/Ft. Worth Austin Houston San Antonio
  4. 4. 0 200000 300000 400000 500000 600000 700000 100000 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995Attendance 1996 1997 1998 1999 2000 2001 2002 40 YEAR GROWTH CHART 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
  5. 5. HOW DO WE COMPARE TO SPORTS TEAMS?Texas Renaissance Festival attendance 2012 (8 weekends)606,694 Since 1974http://texrenfest.com/38th_RecordHouston Rockets attendance 2011-12 home games (41 games)506,994 Since 1971http://www.basketball-reference.com/teams/HOU/2012.htmlHouston Texans attendance 2012 home games (8 games)573,321 Since 2002http://espn.go.com/nfl/attendance/_/sort/homeTotal
  6. 6. H O W D O W E C O M PA R E T O S P O R T S T E A M S ? CONT. Texas Renaissance Festival attendance 2012 (8 weekends) 606,694 Since 1974 http://texrenfest.com/38th_Record Texas Longhorns Football 2011 home games (7 games) 603,142 Since 1893 http://fs.ncaa.org/Docs/stats/football_records/Attendance/2011.pdf San Antonio Spurs attendance 2011-12 home games (41 games) 662,838 Since 1976 http://www.basketball-reference.com/teams/SAS/2012.html Texas A&M Aggie Football 2011 home games (8 games) 610,283 Since 1894 http://fs.ncaa.org/Docs/stats/football_records/Attendance/2011.pdf
  7. 7. VISITORS WITH CHILDREN IN HOUSEHOLD UNDER 18 Three Or More 18.1% 62.6 % of visitors have Two 25.2% children One 19.3% None 37.4% 0% 10% 20% 30% 40%all data from Scarborough Survey 2010
  8. 8. AGE LEVELS Age 65+ 6.0% Age 55-64 12.8% Age 45-54 25.8% 66.6 % of visitors in Age 35-44 19.8% 25-54 Age 25-34 21.0% demographic Age 18-24 14.6% 0% 10% 20% 30% 40%all data from Scarborough Survey 2010
  9. 9. Informationfrom April2012 zipcode surveyfrom 59,953individuals
  10. 10. WHERE DO WE LIVE IN THE HOUSTON DMA? PERCENT OF TRF ATTENDEES WHO COME FROM THE FOLLOWING COUNTIES : 4.9% 4.2% 6.1% Harris 8.2% Fort Bend Grimes 8.5% 65.7% MontgomeryInformation Brazoriafrom April2012 zipcode survey Othersfrom 59,953individuals
  11. 11. Informationfrom April2012 zipcode surveyfrom 59,953individuals
  12. 12. Marketing Initiatives School Days Weddings CampgroundsOver 100 ticket outlets 52 Partnerships in 2012 12 sponsors in 2012 including Coca-Cola Bud Light
  13. 13. Media Presence in 2012 Eight on-site radio promotions Over 16 hours of television time 6 billboards 6 nationally published articles Three year-round billboardsOver 250 mentions in state-wide publications 113,000 Facebook
  14. 14. Green MovementThe Texas RenaissanceFestival was involved in thegreen movement before itbecame popular. We plantover 500 native and tropicalplants annually, have built areusable water treatmentsystem and even recycle theelephant dropping forfertilizer. We go the extramile to ensure we make adifference in theenvironmental cause.
  15. 15. WeddingsThe Texas Renaissance Festival offers four wedding packages forcouples who want the a glimpse of the most romantic period inhistory with prices ranging from $1,200 to $7,000. We offer a fullon-site wedding staff for all ceremonies as well as privatereceptions. Celebrations are also available for vow renewal andcommitment ceremonies.
  16. 16. The PerformersThe Texas Renaissance Festival’s Performance Company employs actors of allages to inhabit the streets of New Market Village. These actors undergo alengthy rehearsal process which consists of rigorous improvisational theatretraining along with the historical background of the Renaissance period.These, coupled with the energy needed to perform in an environmental theatrespace, make for a lively group of professionals who bring the village lanes to life.
  17. 17. The SitesThe Festival is pleased to present to our patrons these lush and engaging gardens, renovatedfor every season, each with a unique story and theme. These carefully crafted sanctuaries arenot only offered as a sweet respite from an exciting day at the faire, but also to host ourexpertly planned fairy-tale weddings. Make time in your day to let your mind and eyes wanderthrough the variety of flowers and plants and architecture - you are sure to marvel at theirbeauty The Magic Garden - The winding paths and numerous private meditation areas in the Magic Garden are a creation of our owner and founder, Mr. George Coulam. His artistic talents are reflected in the placement of the jungle-like environment, in which seating areas, planters and sculptures (straight from his studio) are themed to the flora of each area. Experience the magic only New Market Village can offer in this truly one-of-a-kind garden.
  18. 18. The GamesThere is no end to the revelry at the Festival, with its wide assortment ofchallenges and adventures awaiting you throughout the village. The thrill of ourhuman-powered rides delight both young and old, and don’t miss the chance toimpress your friends by trying your hand at a game of skill. There are manyopportunities to test your accuracy and take hoe a little glory from the day.
  19. 19. The DemonstrationsThe Texas Renaissance Festival is extremely proud to feature eleven of the finestdemonstrating artisans and craftspeople in the world. These multitalented artists will beexhibiting the height of 16th-Century technologies and innovations using techniquespassed down through the ages. These trades were an essential component of the lifeand progress of the Renaissance period and each of our craftspeople is dedicated tosharing these gifts. We entreat you to watch these talented artists as they amaze anddelight throughout the Festival day. Armour has been used throughout recorded history to protect soldiers, knights, war animals and war machinery from the ravages of battle. Melvin Wright presents live demonstrations of this time-honored martial craft at the Royal Armoury. A long time apprentice of world renowned Rob Valentine, Wright now presents his own unique approach to creation of distinctive weapons and personal armor.
  20. 20. Community Involvement Magnolia Mayor dubbed a Knight in 2011. The Texas Renaissance Festival works with 17 communities in Texas to help promote tourism and encourage local business. The Texas Renaissance Festival brings in over five million dollars to these communities.In 2012 the City of Magnolia was the official host City ofthe Texas Renaissance Festival.
  21. 21. A Texas Renaissance Festival and Denny’s Partnership will equal SUCCESS
  22. 22. • Campgrounds open at 10am on Fridays and close at noon on Mondays• $20/vehicle/weekend• Quickie Mart• Over 170 acres of regular camping and quiet camping
  23. 23. • Over 900 new trees planted in 2012• 500 more planned for 2013• New Premium camping• Showers in 2013• Phase 2 of 3 begins in 2013
  24. 24. 2012 Campground Visitors Week 1 - 2,175 Week 5 - 2,190 Week 2 - 2,189 Week 6 – 2,755 Week 3 - 2,585 Week 7 – 2,604 Week 4 - 2,721 Week 8 – 2,617*Numbers in total amount ofvehicles
  25. 25. 2012 Campground Visitors Week 1 – 7,178 Week 5 – 7,227 Week 2 – 7,224 Week 6 – 9,092 Week 3 – 8,531 Week 7 – 8,712 Week 4 – 8,980 Week 8 – 8,636 Total of 65,580*Average number of persons percar = 3.3 visitors
  26. 26. Sponsorship Elements• Signage placed on entrance to Camping facility• 250 Camping posters produced and include Denny’s logo• 10,000 brochures produced and include Denny’s Logo• Title Sponsor of Campgrounds-The Fields of New Market Presented by Denny’s
  27. 27. Sponsorship Elements Continued• Full page ad in 2013 program (55,000 sold in 2012)• Opportunity to set up mobile restaurant in camping facility and eventually a permanent restaurant.• Sponsorship of one weekend during the festival.• Set up information table during that weekend.
  28. 28. Sponsorship Elements Continued• Denny’s shall be included in Texas Renaissance Festival School Days Entrance Sign. 44,000 students and chaperones attended in 2012• Up to 3 promotional appearances at Denny’s locations of your choice throughout 2013
  29. 29. Sponsorship Elements ContinuedPrint • Full page color advertisement in over 50,000 programs. (Value $ 2,000) • Denny’s coupon or logo include on the back of hanging tag. • Denny’s will be included in Camping advertising where applicable. (Estimated spend $75,000)
  30. 30. Sponsorship Electronic ElementsDenny’s logo will be included on TRF e-blastsand social media.Sponsor’s logo shall be included in theCampgrounds webpages.
  31. 31. Tickets• Texas Renaissance Festival to provide 2,240 tickets (combination of Any Sunday and Opening Weekend) to Denny’s• Tickets will be a 60/40 split of Opening Weekend and Sunday• 35 tickets per location• Corporate Code can be set up by each location ($17/ticket) TRF will give you code for use any day to purchase tickets atgate
  32. 32. Denny’s locations provide:• Placement of poster and brochures in restaurants• Agreed upon Texas Renaissance Festival Message on LED Reader boards (if available)Example: Proud Partner of the Texas Renaissance Festival OpenOctober 12-December 1.• Make all staff aware of the sponsorship and broad details of the Texas Renaissance Festival (to answer any question from clients)
  33. 33. Elements Value Summary Full page color advertisement in over 50,000 programs $ 2,000 Combination of 2,240 Sunday only and Opening Weekend passes $ 58,240 School Days entrance sign $ 5,000 Logo included in e-blast and social media $ 10,000 Booth space outside festival grounds $ 5,000 Booth space inside camping grounds $ 10,000 Inclusion in all marketing materials for camping, School Days, parking and vendor newsletters $ 100,000 Website presence $ 5,000 Signage placement inside campgrounds $ 50,000 Three promo appearances $ 1,500 Tagged in Campgrounds Advertising $ 75,000
  34. 34. Total Sponsorship Elements $321,740Sponsorship Cost $10,000 $156.25 per locationReturn on Investment Ratio 32:1Total Impressions 20,794,056

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