Harmony Festival 2010 Sponsor Kit


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Here is the Harmony Festival sponsorship kit with details for potential sponsors looking to activate at one of the most progressive festivals in the country.

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Harmony Festival 2010 Sponsor Kit

  1. 1. 2010 Festival & Sponsorship Overview
  2. 2. JUNE 11  - 13   2010 32nd Annual th th Sonoma County Fairgrounds MUSIC - ART - ECOLOGY - HEALTHY LIVING - SPIRITUALITY Santa Rosa, California Festival Overview Harmony Festival The 2009 Harmony Festival attained new levels of success in attendance and media coverage by building upon our 30 plus year history as Northern California’s premier progressive lifestyle celebration, and with our expansion into the action sports arena with the high octane Eco Cup skate expo. We expanded on our unique “progressive county fair” business model, incorporating into our event a diverse array of “edu- tainment” – cross-generational entertainment & educational programming that promotes strong community values, cutting edge culture, sustainable business practices and healthy living. We value the quality and diversity of our recent sponsors: In a challenging business climate, the Harmony Festival expanded, selling out over 350 sponsor and exhibitor booths and reaching all time highs in gross revenues and record breaking attendance of over 35,000 people. Participating in the Harmony Festival is a truly rewarding experience and a valuable business investment. Recent Performers Recent performers & speakers include: Damian Marley, Erykah Badu, Danny Glover, Daryl Hannah, Bob Weir & Ratdog, Michael Franti & Spearhead, George Clinton & P-funk, Brian Wilson, India Arie, Matisyahu, Julia Butterfly Hill, Mickey Hart, Dead Kennedy’s, Amy Goodman, War, Cake and Taj Mahal. 1
  3. 3. JUNE 11  - 13   2010 32nd Annual th th Sonoma County Fairgrounds MUSIC - ART - ECOLOGY - HEALTHY LIVING - SPIRITUALITY Santa Rosa, California Festival Highlights Exhibitors & Bands & Festival Harmony’s A Green Vendors Speakers Awards Village Areas Experience • We produce a wildly • As one of the best • Voted by the public • Ten distinct villages • For over 10 years popular village mar- music & cultural events in regional press as and attraction areas Harmony has led the ketplace experience in the nation, our per- “Best Festival In The for sponsorship, in- way with our “Green- with over 300 exhibi- formers are chosen for North Bay” for 15 years cluding the Eco Vil- ing of the Festival” tors featuring a vast their commitment to, in a row and “Best Mu- lage, Kid’s Magical commitment with array of goods, prod- and alignment with sic Festival” for the last Playground, Goddess renewable energy ucts and services. our progressive val- 5 years. Established on Temple, Healing Sanc- powered performance One of the largest ues. We feature over national Music Festival tuary, Alternative Fuel stages, biodegrad- and most successful 75 world-class bands circuit as a premier Vehicle Expo, and our able vending supplies, and vendor friendly and speakers per- “Must go to” event. dynamic Harmony green education work- events on the festival forming on multiple After Dark venues. shops and much more. circuit selling out for stages day and night. three years in a row! Quality The Cutting Family Harmony Harmony Workshops Edge Friendly After Dark Eco-Cup • Dozens of world- • Alternative Fuel Vehi- • We feature a vibrant • Harmony After Dark • High energy Youth renowned speakers cle Expo & Green Tech Kid’s Magical Play- presents late night live oriented “X Games” leading workshops on exhibit zone – featur- ground produced for music from electronica styled action sports popular topics relat- ing cutting edge tech- kids and parents, with to Jam Band capped expo featuring live ing to healthy living, nological innovation live entertainment, by the Legendary Sat- music, life style ven- alternative medicine, in the field of transpor- workshops, games urday Night Techno dors and world-class renewable energy tation, Green technol- and parades, plus fam- Tribal Dance where athletes competing and crucial issues sur- ogy, and renewable ily friendly vendors Burning Man meets for cash and prizes. rounding social justice. energy. and exhibitors. Cirque Du Soleil. 2
  4. 4. JUNE 11  - 13   2010 32nd Annual th th Sonoma County Fairgrounds MUSIC - ART - ECOLOGY - HEALTHY LIVING - SPIRITUALITY Santa Rosa, California Sponsorship Advantages Our Demographics The Harmony Festival prides itself on the values, quality and diversity of its sponsors, performers, and the unique, progressive demographic that we serve. Location The Harmony Festival is located right in Santa Rosa, CA in the heart of the Sonoma/Napa Valley wine country in the North Bay Area, just one hour north of San Francisco providing easy access to over 7 million people in the greater Bay Area region. Core Demographic Our core demographic is often referred to as LOHAS (Lifestyles Of Health & The Harmony Festival attracts a health Sustainability) and is equally balanced between affluent males and females in and ecologically conscious audience the 30-55 age range, comprising about 50% of our attendees. With the recent throughout Northern California and addition of top name alternative rock and Hip-hop acts, and the incorporation increasingly across the west coast, of action sports our audience has increasingly skewed younger to the 14-28 comprised largely of “Cultural Creatives” age range. Leading edge companies are quickly recognizing the importance who actively support the burgeoning of tapping into this rapidly expanding, trend-setting youth oriented market Lifestyles of Health and Sustainability sector. (LOHAS) movement. Cutting-Edge This demographic represents one of the fastest growing markets in Harmony Festival has been ahead of the social and business curve for over 30 North America with attendees largely years and is now riding the crest of the current cultural wave. Transformation coming from the North Bay counties and innovation are the key ingredients to Harmony Festival’s long time success of Sonoma, Napa, and Marin, often and many successful green/eco-friendly companies & and products have sited as one of the most affluent made their debut at our event. Over the past three decades the Harmony and socially progressive regions in Festival has been integral in introducing such pioneering concepts as solar & the entire country. The festival also and renewable energy, hybrid & and bio-diesel vehicles, alternative healing draws heavily from the urban centers practices, world-beat, new age and spiritual music, nutritional supplements, of San Francisco, Berkeley, Oakland, natural fiber clothing and focused on the benefits of organic food and better Sacramento and Davis, as well as the nutrition. San Jose, Santa Cruz and Monterey areas to the south, and Mendocino and A Diverse Marketplace Humboldt counties to the north as far The format of the Harmony Festival allows for a diversity of business integration as to the Oregon border. to better connect consumers with companies that is unmatched by any other event. •35,000 attendees (8,000-12,000 per day) • Test, sample or display a new business product or concept. •50% male / 50% Female • Sponsor a village attraction, speaker, workshop or related event that •75% Caucasian / 10% latino / appeals to your core area of interest. 5% Asian / 5% African American • Increase the overall size and diversity of your current customer base •Core audience ages: 18-34 40% through product sampling, interactive surveys and data collection. / 35-54 35% / 55 above 10% / Under 18 15% • Compare and contrast how your company/product/services matches up against others in your field. •Income: 50% mid $50k-75k / 25% High $75k plus • Maximize a return on your marketing dollars by becoming a sponsoring partner of the Harmony Festival, and build upon 30 years of positive community service. 3
  5. 5. JUNE 11  - 13   2010 32nd Annual th th Sonoma County Fairgrounds MUSIC - ART - ECOLOGY - HEALTHY LIVING - SPIRITUALITY Santa Rosa, California PR & Marketing In addition to the high-traffic, in-person branding opportunity available as 35,000 festival attendees come into contact with your company, the Harmony Festival comprehensive PR and marketing campaign employs leading traditional and new media outlets to reach an audience of over 2,000,000 individuals throughout the western United States. PR & Marketing Benefits 1. Multi-tiered Internet promotion via our integrated web, email, newsletters and Harmony Festival On-line community reaching over 2 million users 2. Access to The Harmony Festival Online Newsletter with over 20,000 members receiving bi-weekly newsletters - Our comprehensive marketing campaign 3. Participation in the largest (35,000 attendees in 2009) and longest (32nd Annual) running event of its kind on the west coast featuring over 300 reaches millions of conscious vendors and dozens of national and regional sponsors consumers across the nation 4. Comprehensive marketing campaign featuring promotional opportunities and creates a lasting positive in 100’s of custom advertisements in the Bay area’s leading print, radio, ads impression in our community - and TV outlets as well as innovative web and social networking campaigns OUR CAMPAIGN INCLUDES THE Print Promotion & Media PRODUCTION OF: Our print materials are a valuable marketing tool for sponsors. Utilizing direct • 200,000 Full-Color distribution partnerships and professional marketing street teams our materials Post Cards & Flyers are effectively distributed throughout Northern California to the Oregon • 75,000 Festival Programs border. Our custom designed full-color festival program is distributed directly • 15,000 Full-Color Posters through the areas two leading weeklies The Bohemian and Bay Guardian (100k combined circulation) We also utilize direct mailing campaigns culled from • 2 Million+ emails our extensive in-house mailing lists, Chamber of Commerce, and other local • 300+ Radio & TV Ads business development agencies. The Harmony Festival also utilizes over 30 print media publications mixing national, regional and local sources including: The San Francisco Chronicle, The Marin Independent Journal, The Santa Rosa Press Democrat, The Bay vRadio & TV Guardian, Santa Cruz Metro, Mother Jones, The Utne Reader, Common Ground, Our radio and TV marketing includes: The North Bay Bohemian and The Pacific Sun. • 300+ Radio Ads 30”- 60” second Internet Promotion commercials with options for Sponsor tags on 8-10 regional radio stations • Interactive promotional opportunities through our dedicated festival web including KFOG, KPFA, KRSH, The Fox, site (www.harmonyfestival.com) including product give-a-ways, email The River & KMUD. registration, demo videos, links and banner ads. • 200+ TV Ads on several prominent • Strategic marketing campaigns with numerous online media portals independent regional stations including: jambase.com, sfstation.com, nitevibe.com, urb.com, relix.com, including Comcast, Link TV, KRCB myspace.com, and google.com. Channel 22, KRON CH4. • Our targeted email announcements reach a focused database of approximately 20,000 registered regional subscribers and over 2,000,000 targeted users nationally. • web-links and integration with 100’s of sponsor, exhibitor, performer and allied organization’s websites, newsletters and email blasts 4
  6. 6. JUNE 11  - 13   2010 32nd Annual th th Sonoma County Fairgrounds MUSIC - ART - ECOLOGY - HEALTHY LIVING - SPIRITUALITY Santa Rosa, California Village Areas Sponsors & Exhibitors work together to create thriving villages Clean Tech Expo Harmony Eco-Cup This exhibit promotes the A dynamic area within the festival, latest advancements in the the Harmony Eco Cup welcomes automotive technology, alternative the powerful and rapidly expanding transportation and renewable ecologically conscious action-sports energy fields and features all manner festivalgoer of all ages to a new of alternatively-fueled vehicles and home at the Harmony Festival. energy technologies. Eco Village Kids Magical Playground Exhibitors work together to create A thriving kid-zone featuring an a thriving village marketplace array of activities and entertainment, area that features renewable featuring music performance, circus energy resources, permaculture acts, plays and workshops. We have displays, education workshops and integrated a selection of kid-focused cutting-edge tools dedicated to exhibitors, vendors and educational environmental preservation and programs that guarantees hours of sustainable business practices. fun for the whole family. Health & Healing Sanctuary Well-Being Pavilion & This area features many of the Culinary Expo region’s esteemed practitioners Hosted in an indoor expo hall, the and vendors in alternative health. pavilion and expo includes over 50 Keynote speakers and instructors exhibits and vendors showcasing lead interactive participatory the latest advancements in holistic explorations through a variety health and natural and organic of healing arts modalities, yoga cuisine. practices, and personal growth workshops. Goddess Grove Camp Harmony The Goddess Temple exhibit Camp Harmony encompasses a area showcases entertainment, variety of fantastic community products and teachings that services and events including honor the feminine aspects of our theme camps, a quiet family area, world, promoting women’s health, community cleanliness zones, RV spirituality and consciousness as hook-ups, a VIP Hostel and Bar-B-Q’s essential aspects for the overall well- being of our society and the planet. 5
  7. 7. JUNE 11  - 13   2010 32nd Annual th th Sonoma County Fairgrounds MUSIC - ART - ECOLOGY - HEALTHY LIVING - SPIRITUALITY Santa Rosa, California Harmony After Dark Harmony After Dark The Harmony Festival appeals to fans of all bay area night life has to offer and once the sun goes down things really start to heat up at the Harmony After Dark night zone.Our luscious ambiance and engaging programming transforms the Festival into an amazing late night spectacle where anything goes with music, performance art and the unexpected. Burning Man meets Cirque Du Soleil at the Amazing Grace Pavilion shows capped by the legendary Saturday Techno-Tribal Dance. Kirtan and World Music stars cross paths with Jam Bands and Reggae lovers. Chill Zones, Tea Houses and interactive art displays Techno Tribal Dance provide places to interact with vendors to nourish the body, mind and soul. Harmony After Dark provides a great venue Harmony After Dark celebrates the 11th-year anniversary of the for night life focused sponsors to showcase their goods and legendary Techno-Tribal Dance and its bedazzling display of services and interact with a lively good time loving audience. music, underground dance culture, art and performance! The show is a mix of live electronica, Burning Man fire performers, trapeze artists, DJs, and walkabout stilt performers. Some have called it a mini-Burning Man indoors. Counterpoint to mainstage is the plushed out chill temple, a sensory saturation of live performance painting by Andrew Jones’s Pha-Droid and mesmerizing visual projections. Add to that a full-color laser show, 8 x 30’ projection screens, massive inflatable props, a line-array sound system, and a state-of- the-art lighting show that attracts every demographic from Burning Man enthusiasts, to students, hippies, ravers, clubbers, spiritualites, parents, teens, and urban SF music connoisseurs. Harmony After Dark 2009 programming featured performances by: • ALO • DJ Gaudi • Balkan Beat Box • Joan Baez • David Starfire • Kitaro • K’Naan • Luminesque • Random Rab • Matisyahu • Medicine Drum with • NANDA Wisdom • Shpongle • Legba’s Light Tribute to • The ORB Miles Davis 6
  8. 8. JUNE 11  - 13   2010 32nd Annual th th Sonoma County Fairgrounds MUSIC - ART - ECOLOGY - HEALTHY LIVING - SPIRITUALITY Santa Rosa, California 2010 Harmony Eco-Cup Action Sports Zone The Zone Featured Attractions Last year’s introduction of the Harmony Eco Cup Zone and Main Stage: With premier lighting and sound, the Main Stage X Games style skating competition was a stunning success, hosts national headlining artist and popular regional acts attracting a vibrant youth-oriented music & action sports performing massive amounts of music to a capacity crowd of demographic to the Harmony Festival. The event garnered 7,000 during the entire 3 day festival! massive media attention and delivered stirring musical performances from such prominent bands as Pepper, Kids Zone: As a family-friendly event, we’ve developed a Rebelution, Bad Brains and The Dead Kennedys, plus the thriving kids zone featuring an array of exciting kids activities North Bay debut of the Mega-Ramp and ten of the world’s and entertainment with band performance, graffiti workshops, top-ranked professional skaters, including Bob Burnquist, interactive video games, and a chance to watch and even meet Danny Way and Jake Brown competing for cash and prizes. some of their favorite skaters in a safe, drug free environment. The Harmony Eco-Cup taps into the powerful and rapidly Harmony Cup: The Harmony Eco-Cup competition on expanding market of the ecologically conscious action sports the Mega Ramp brings together ten of the top skaters from movement and initiates a new era of underground grass roots around the world. The North Bay has always been known as an events -- bringing independently promoted events put on not action sports mecca and we’ll reaffirm it once again with skate only for the underground alternative culture, but also by the legends vying for $40,000 in prize money! people who actually live that lifestyle. The Sonoma County Fairgrounds is a premier venue with a 10,000 per day capacity. From mild to wild, the North Bay has it all, and has long been a world-renowned destination for those living new and alternative lifestyles. Regardless of whether you’re into skateboards, Harleys, tattoos, BMX, or alternative music, you’ll find yourself at home here. PR Performance and Benefits • Positive brand association with hundreds of thousands of consumers, cultural creatives and trendsetters in northern California • Immediate access to the largest alternative and underground population is the U.S. • Direct connection with over 35,000 attendees over three day festival • Branding on 100,000 + posters, flyers, cards, programs and media releases distributed throughout the greater Bay Sponsorship Advantages region. • Incorporation in dozens of Print Media publications Maximize a return on your 2010 marketing dollars by becoming including: The San Francisco Chronicle / SF Weekly / The Bay a sponsorship partner of the Harmony Eco Cup! The format of Guardian / Skateboard specialized media Thrasher Magazine, the Harmony Eco-Cup allows for a vast diversity of business with a monthly circulation of over 250,000. integration. Test, sample or display a new business product • Multi-tiered internet promo via our web site, email list and or concept. Sponsor a particular area attraction, workshop or extensive online community network of over a million users. event that appeals to your core area of interest to potentially • Radio and TV marketing on over a dozen key stations increase the overall size and diversity of your current customer throughout Northern California with an emphasis on key base. Maximize a return on your marketing dollars by regional college radio stations: The Bone | KFOG | TV 20 | becoming a sponsorship partner of the HarmonyEco Cup! Comcast 7
  9. 9. JUNE 11  - 13   2010 32nd Annual th th Sonoma County Fairgrounds MUSIC - ART - ECOLOGY - HEALTHY LIVING - SPIRITUALITY Santa Rosa, California Harmony Festival 2010 Sponsorship Benefits Levels 8
  10. 10. JUNE 11  - 13   2010 32nd Annual th th Sonoma County Fairgrounds MUSIC - ART - ECOLOGY - HEALTHY LIVING - SPIRITUALITY Santa Rosa, California Harmony Festival P.R. & Marketing Communications 9
  11. 11. JUNE 11  - 13   2010 32nd Annual th th Sonoma County Fairgrounds MUSIC - ART - ECOLOGY - HEALTHY LIVING - SPIRITUALITY Santa Rosa, California Main Field Exhibition & Village Site Map 10