1. 1/27/2016 Los Angeles County Fair Posts 15 Percent Increase In Sponsorship Revenue ­ IEG Sponsorship Report
http://www.sponsorship.com/iegsr/2015/09/14/Los­Angeles­County­Fair­Posts­15­Percent­Increase­.aspx 1/1
THE LATEST ON SPORTS, ARTS, CAUSE AND
ENTERTAINMENT MARKETING
County fair secures 12 new sponsors including Geico, Hewlett­
Packard and Subway.
FAIRS AND FESTIVALS | SEP 14, 2015
Los Angeles County Fair Posts 15 Percent Increase In Sponsorship Revenue
An extra salesperson can go a long way in driving new sponsorship
revenue.
The Los Angeles County Fair has posted a 15 percent increase in
sponsorship revenue, exceeding its goal of 12 percent.
LACF in February hired Alex Cuevas as account executive, corporate
sponsorships. Cuevas joins three other employees in the fair’s
sponsorship sales department: Dale Coleman, vice president; Melissa
DeMonaco, director of sales; and Linda Zammit, senior account
executive.
Cuevas leveraged relationships cultivated at Chivas USA—his previous
employer—to secure partnerships with L.A. Care Health Plan and other
companies. The Major League Soccer team ceased operations
following the 2014 regular season.
“The sponsorship sales cycle can take 18 months, but Alex brought some of his existing relationships,” said DeMonaco, noting that Zammit and
Coleman also played a significant role in securing new partners.
LACF signed 12 new sponsors in 2015, bringing its total sponsor roster to 39 companies. In addition to L.A. Care Health Plan, other new partners
include Geico, Hewett­Packard, Living Social, Solar City, Sprint and Subway.
Dale Coleman secured Subway after being paired with a Subway franchise owner at a golf outing. The sales executive used the opportunity to
educate the owner about the fair’s reach and how it draws a larger crowd than pro sports teams and other local attractions during its 23­day run.
The effort paid off in a big way. Subway provided the fair with a cash fee and promotional support in 1,000 restaurants throughout Los Angeles. The
QSR is touting the fair on posters, table tents and in­store videos and is running a special offer on customer receipts that dangles a $25 admission
and an unlimited ride wristband.
Sources
Los Angeles County Fair, Tel: 909/865­4000
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