The document outlines an assignment for event planners tasked with creating a sponsorship benefits package for a hypothetical festival. It provides instructions on preparing a professional introductory letter to potential sponsors, selecting suitable businesses for sponsorship, and developing a detailed monetary sponsorship tier chart. Four festival options with distinct target audiences are presented, emphasizing the need to connect sponsors' missions with the event's objectives.

1. ***** PLEASE READ INSTRUCTIONS********
Sponsorship is often a needed revenue stream to create
successful events. In this assignment you will take on the role
of a planner for the hypothetical festival. You will build a
sponsorship benefits package appropriate for one of the festival
options and then research four businesses that would be a good
fit to recruit as a potential sponsor by following the prompts in
the assignment.
Objectives:
To develop a distinctive sponsor benefits package for an event
To compose a professional introductory letter to a sponsor
prospect
To communicate the connection between sponsor prospects
(companies) and an event as well as the target audiencen.
Sponsorship Lessons:
Video 1: Types of Sponsorship
https://www.youtube.com/watch?v=gNsFixdWkL4&feature=emb
_logo
Video 2: Why Companies Sponsor Events

2. https://www.youtube.com/watch?v=O6eqU-
SIrro&feature=emb_logo
Video 3: Development of the Sponsorship Package
https://www.youtube.com/watch?v=UD5iPwcsZno&feature=emb
_logo
Video 4: Sponsorship Recap
https://www.youtube.com/watch?time_continue=3&v=dm6Fd1m
U5Rw&feature=emb_logo
Step One: Preparation
Review all Sponsorship Lessons above prior to moving forward
with the assignment.
Read the Festival Scenarios below and choose the one that you
would like to move forward with for this assignment.
Festival Options:
#1- Artistic Uprising

3. Artistic Uprising
is a colorful art festival merging together various forms of
alternative art from the greater Oakland, CA area artists.
Various buildings throughout the downtown area will be
transformed into whitewashed canvases for artists to create their
own murals over the course of two-days. Murals will be voted
on at the end of the festival for bragging rights and spot in the
mural competition next year. In addition to the murals, there
will be art stations for visitors to make their mark on the city,
on-site screen printing of the murals, live performances from
the underground punk rock scene, and more. Art from the
festival will decorate the city for the entire year.
The event will take place throughout several blocks of the city.
While there will be participation from local business attendees
will be roaming several blocks which will lead to a block party.
Target Audience:
Women 55%/Men 45%
Ages: 30-40
Annual income: $55,000 - $80,000
Own/Rent
Caucasian & Hispanic or Latin, Caucasian, African American
Cohabitate

4. Amateur artists
Enjoy urban outdoor events
Tech savvy
Like/have body art
Support the local art scene
Own original street artwork
Enjoy the underground art and music scene as opposed to
mainstream
They try to shop local
Read local art publications for event calendars
Live on the outskirts of the city or within city limits.
#2 - ATL Hustle
ATL Hustle
is a festival that draws out Atlanta’s underground music scene
to celebrate the talent and ambition of young, local hip-hop
artists. In addition to main stage performances the two-day
showcase will also include street entertainment throughout the
park to include drummers, dancers and chalk art. Each day will
begin and end with a featured performer that started their career
in the greater Atlanta area.
The festival will take place is one of the parks on the outskirts
of the city.

5. Target Audience:
Late teens & Early 20s – early 30s
Annual income: $20-$40,000
Live on college campus or rent and live with roommates or
parents
African American & Caucasian
Fans of lesser known hip hop artists
Aware of hip hop and rap news
Urban clothing style
They consider music a hobby
Attend events with friends
They subscribe to a streaming service
They find out about many events through social media outlets
Live in within 10 minutes of downtown Atlanta
#3 - Pure Portland
Pure Portland
is a festival that will celebrate the Portlander’s love for the

6. outdoors. Activities will take place throughout the two-day
festival to include paddleboard yoga, survival bootcamp for the
avid camper, kayaking rentals and tours, bike maintenance
stations, trail maps for biking and hiking, and much more. Local
artists will perform later in the afternoons, while local
breweries and featured restaurants prepare for everyone to
return from their adventures.
Pure Portland will take place in a park with access to bike and
walking trails that could lead outside of the city. The main
venue will be at a park, where the food, vendors, and music will
set up.
Target Audience:
Early 30s to 40s
Annual income: $50-$100,000
Rent/own & co-habitat or married
No children
Caucasian
College educated
Progressive
Active lifestyle
Like to travel to outdoor destinations

7. Own outdoor gear
Enjoy exploring new restaurants
Shop at REI
Environmentally conscience
Frequently pick up the Willamette Week to check out upcoming
events or things to do
Live in the greater Portland area
#4 - Fiddler's Fusion
The
Fiddler’s Fusion
festival is an exciting celebration of Irish heritage in the
Boston area. The past traditions of Irish dances and dishes will
weave together with contemporary Irish arts. The streets will
transform into a timeline of local Irish history. Live
performances from local musicians and dancers will be met with
culinary delights from local restaurants and pubs. Artwork will
be displayed to depict South Boston’s landscape over the years
and the many faces of Irish influence that has made Southie the
proud Irish neighborhood that it is today.
This will be a traditional block party set up taking on the main
street through South Boston, East Broadway.
Target Audience:

8. Multi-generational
Irish heritage and/or local to South Boston
Annual Income: $60-$100,000
Caucasian
Rent
They are knowledgeable and proud of Irish customs and
traditions
Visit the local pubs and restaurants
Grew up learning Irish dancing and cooking
Shop at the local mall for clothing
Visit SouthBostonOnline.com for local events
New England sport fans
Live in South Boston or on the outskirts of the area
Step Two: Follow Instructions
Select
one of the festival options above.
Download
the assignment worksheet.

9. Review
the sponsorship at-a-glance and introductory letter examples.
Research and rationalize
four businesses that you would suggest recruiting as sponsors
for your the festival.
Company #1:
Monetary support from a nationally recognized brand with a
headquarters or regional office within 50 miles of event city.
AVOID:
Media or any food and beverage related businesses. Either of
these would fall under in-kind sponsorship will not be accepted
for credit.
Company #2:
In-kind support from a local beverage distributor.
The company that would receive the request is the local
distribution company or local business that sells the product. If
a nationally known brand is selected then the product line must
be identified and explained.
Example:
If a local Coca Cola distributor is selected, then you must
decide which product line (Glaceau, Powerade, Dasani, Fresca,
etc.) would be requested and why.
Company #3:
Media support from a local radio station or publication that
would reach the target audience for the event.

10. Company #4:
Monetary support from a small local business
This company must be present in the local community and
would be considered a local business. It would NOT be
nationally recognized.
AVOID:
Media or any food and beverage (to include restaurants or
catering companies) related businesses. Either of these would
fall under in-kind sponsorship will not be accepted for credit.
Company rationale requirements for each of the selected
businesses:
Make the connection between the company’s target market and
the event’s audience
Make the connection to between the corporate mission and
event purpose
Include an explanation of other events that the company is
known to support
Explain the reputation/press available about the company and
whether or not it would impact the success of the event
In a Word document,
compose

11. a one-page sponsorship introductory letter for monetary
support to the local business that you selected. This letter would
be your first interaction with a potential sponsor. This type of
reach out is considered a cold call and leaves the planner with
only one page to make a good first impression. (An example
format is provided below.)
Introductory paragraph
Event details
Ask/Benefits
Wrap-up
Professional closing
Develop
an At-A-Glance chart of a five-tiered monetary sponsorship
package with a breakdown of the benefits for each level in the
at-a-glance format. (An example format is provided below with
monetary levels.)
A minimum of twenty (20) benefits should be provided to the
top
sponsorship level with fewer opportunities for exposure as the
monetary values decrease.

12. The chart must provide clear differentiation between the levels
and be listed in descending order.
Save this portion of the assignment as a PDF.
Reference
page to include research. This must be completed in APA
format. (www.citationmachine.net is a good tool.) A minimum
of eight (8) resources were listed to support content within the
assignment.