2018 atlanta jazz festival -...
TRANSCRIPT
THE ATLANTA JAZZ FESTIVAL IS PRODUCED BY
THE CITY OF ATLANTA MAYOR’S OFFICE OF CULTURAL AFFAIRS
2018 ATLANTA JAZZ
FESTIVALFESTIVAL OVERVIEW &
SPONSORSHIP OPPORTUNITIES
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Atlanta Jazz Festival is known for presenting the best up-
and-coming talent on its stages, for showcasing the best
local talent that Atlanta has to offer, and for providing the
opportunity for patrons to experience performances by jazz
legends—all for free.
As our city becomes more international and our population
younger, the festival is booking talent to welcome these
new audiences. From the infectious energy of Robert
Glasper, to the progressive stylings of female bass
phenom Nik West, to legendary singer-pianist Freddy Cole
and his 60+ year jazz recording career, the three stages
featured artists from all across the jazz spectrum.
The 40th Annual Atlanta Jazz Festival season continued to
build upon its success and heritage of previous festivals
with 40 Days
of Jazz, a celebratory expansion of its renowned 31 Days
of Jazz program. There was at least one jazz event at
venues across metropolitan Atlanta every day from April
21st through May 31st. Museums, parks, art galleries,
MARTA train stations, restaurants, pubs, clubs, BMW
dealerships, the airport atrium—there was jazz
everywhere!
SUMMARY 74%
came specifically
to Atlanta for
the festival
live in thecity
ofAtlanta
4%
were vacationing
in Atlanta and decided
to visit the festival
were in Atlanta on
business or for
some other reason
19%
3%
350,000(Total of 200,000 for the Memorial Day
Weekend in Piedmont Park)
ATTENDANCE( f o r t h e 4 0 D a y s o f J a z z )
22% were first time visitors
34% have attended between 1-5 years
19% have attended between 6-10years
6% have attended between 11-15years
6% have attended between 16-20 years
12% have attended 21+ years!
22% 34%
19% 6%
6% 12%
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BRANDACTIVATION
SPRINT
AMERICAN FAMILY INSURANCE BMW LOUNGE
ATLANTA STREETCARSTATE FARM
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BUD LIGHT
WIND CREEK CASINO
metroPCS
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Total Economic Impact: $15.5 MILLION
55% 45%of attendees
are female
of attendees
are male
DEMOGRAPHICS
18-2
4
25-3
6
37-4
8
49-6
5
65+
7% 19% 23% 42% 9%
EDUCATION
77
%
95
%
of the attendees
are college
graduates
of the attendees
have completed
at least some
college
Post Graduate 34%
College Graduate 43%
Completed Some College 18%
High School Graduate 4%
Completed Some School <1%
ATTENDEES BY AGE
ATTENDANCE BY GENDER(estimated value)
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ETHNICITY
73% Black or AfricanAmerican
18% White or Caucasian
5% Hispanic or Latino
1% Other
1% Asian/Pacific Islander
1% Native American or American Indian
HOUSEHOLD INCOME
68%
25%
of attendees have
an income greater
than $50k
of attendees have
an income greater
than $100k
4% 6% 15% 17%
26% 29% 3%
4% $250,000+
6% $150,000-$249,000
15% $100,000-$149,000
17% $75,000-$99,000
26% $50,000-$74,000
29% $25,001-$49,999
3% Under $25,000
43% Single, no children
16% Single, with children
22% Couple, with children
19% Couple, no children
59% Own their residence
41% Rent their residence
16% 22% 19% 59% 41%43%
HOUSEHOLD STRUCTURE
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PUBLIC RELATIONSAND MEDIARobust national, regional, and local media coverage
REACHED AN AUDIENCE OF OVER 27 MILLION
PEOPLE between February—June 2017.
ATLANTAFESTIVALS.COM
5%
25%
Unique Visits:
112,680
20,700 in April,
an increase of
444%
Percentage of visitors who enter the site then leave,
having viewed only a single page, rather than
continuing
to other pages on the site.
Low bounce rates are great – and this bounce
rate is one of the lowest our PR & marketing
firm has ever seen, meaning people are
exploring the website!
Total Visits: 170,500
26,258 in April,
an increase of
Pages per Visit: 6.56
6.27 in April,
an increase of
522% .016%
Page Views:
1,118,727
179,790 in April,
an increase of
Average Time on Site
2:27
1:58 inApril,
an increase of
550%
Percent increase as compared to 2016
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MOBILE CHANNEL ATLJAZZFEST.COM
3%
15%
Unique Visits: 1,143
373 in April,
an increase of
206%Total Visits: 2,697
655 inApril,
an increase of
Pages per Visit: 1.34
1.3 inApril,
an increase of
327%
Page Views: 3,626
849 in April,
an increase of
Average Time on Site:
4:02
3:11 in April,
an increase of
312%
The average time
spent on the mobile
channel was
almost double the amount of time
spent on the
website!
Percent increase as compared to 2016
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Our 10-week comprehensive marketing campaign combined a mix of traditional
advertising with social media, digital marketing, and outdoor.
The marketing campaign is valued at just OVER $230,000 AND GARNERED AT
LEAST 6,075,000 IMPRESSIONS, which doesn’t even account for TV commercial
impressions received on networks like OWN, BET, A&E, CNN, and HGTV.
PRINTAD VALUE: $46,000CIRCULATION: 1,435,000
Atlanta Journal and Constitution
Atlanta Intown
Atlanta Showguide
Atlanta Tribune
Atlanta Voice
Buckhead Reporter
Creative Loafing
Downbeat Magazine
InSite Magazine
JazzTimes
Sandy Springs Reporter
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AD VALUE: $41,000CIRCULATION: 3,145,000
ArtsATL.com | Clear Channel
Cox Digital | Outfront
iHeartMedia Digital | Pandora
DIGITAL
AD VALUE: $65,000IMPRESSIONS: 2,100,000WABE | WALR | WCLK | WRFG
RADIOAD VALUE: $33,200
Comcast | WGPB-TV | WSB-
TV
TV
AD VALUE: $250,000IMPRESSIONS: 15,500,000
OUTDOOR
MARTA Bus Banners MARTA Station SignageHartsfield-Jackson Airport Signage Hartsfield-Jackson Airport Video 200 Street Banners10 Digital Billboards
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SOCIAL MEDIAAUDIENCE PREFERRED SOCIAL MEDIA PLATFORMS
26%
39%
Twitter users
Instagram users
31% Google+ users
33% LinkedIn users
71% Facebook users
19% Snapchat users
61,114 PAGE LIKESMonthly increase in page likes:
1,695 (3% increase)YTD increase in page likes:
2,943 (5% increase)
8,778 FOLLOWERSMonthly increase in followers:
178 (2% increase)YTD increase in followers:
316 (4% increase)
4,058 FOLLOWERSMonthly increase in followers:
466 (13% increase)YTD increase in followers:
594 (17% increase)
SNAPCHAT
4,058 FOLLOWERS
Impressions: 11,442(number of times the filter was swiped through by Snapchatters located in the festivalfootprint)
Uses: 3,515(number of times the AJF filter was used in a Snap or Snapchat Story)
Views: 152,582(number of times a Snapchatter watched a Snap with the AJF filter in a Snapchat Story or in a Snap sent directly tothem)
AUDIENCE INTERESTS
Music 73%
Music news 65%and general info
Movie news 62%and general info
Comedy60%
Business 59%and news
Jazz 56%
Politics and 56%current events
Music festivals 45%and concerts
All percentages represent the average monthly increase
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The Atlanta Jazz Festival attracted 500,000+ participants throughout the 40 Days of Jazz
program. 40 Days of Jazz featured festival-produced events—such as MARTA Mondays,
the Neighborhood Jazz Series, and the Late Night Jazz Concerts—as well as jazz-related
events produced by our Entertainment Partners in their own venues.
Our partners get the opportunity to highlight their establishment as a member of the
jazz community, while the Atlanta Jazz Festival provides marketing, Public Relations, and
promotional support through press releases, social media, and collateral materials. Together,
we ensure there is jazz to be heard in metropolitan Atlanta every single day of May!
40 DAYS OF JAZZ
40 DAYS OF JAZZENTERTAINMENT PARTNERS
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RECENT SPONSORSAND SUPPORTERS
MEDIA PARTNERS
OFFICIAL PRINT PARTNER Creative Loafing
OFFICIAL RADIO PARTNER WCLK
MEDIA PARTNERS WABE | WSB-TV
Take
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2018 ATLANTA JAZZ FESTIVAL
• GENERAL SPONSORSHIP
• 31 Days
• EXHIBITOR
• HOSPITALITY
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2018 SPONSORSHIP OPPORTUNITIES
Following are the various levels of partnerships available for the
2018 Atlanta Jazz Festival
• This information should be looked at as a framework for a partnership as
the AJF is committed to working with sponsors to developing a
customized package for sponsors that will support their marketing and
communication efforts: e.g.
• Short term sales
• Brand recognition
• Web traffic
• Customer, prospect or associate entertainment
• Product introductions
• Social media engagement
• Etc.
• Multiple year relationships are available and encouraged to have the
benefit of year to year learning for both event and sponsor and as a way
to lock in sponsorship participation costs
at rates more favorable than year to pricing would offer
• It goes without saying that the larger the participation the more exposure
and benefits are offered /available.
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2018 SPONSORSHIP OPPORTUNITIES
SPONSOR CATEGORIES (NUMBER AVAILABLE) – ESTIMATED PRICING
TITLE (1): “The 2018 XYZ Brand Atlanta Jazz Festival”: $300K
STAGE SPONSORSHIP (3): The XYZ Brand Stage:
• Legends Stage (1) @ $100K
• Contemporary Stage (1) @ $75K
• Next Gen Stage (1) @ $50K
THE MAYOR’S CHOICE (1): The Mayor’s Choice Jazz Concert (Friday
night) Presented by XYZ Brand: $100K
JAZZ ‘N ROUND ATLANTA
• Title (1) The XYZ Brand Jazz ‘N Round Atlanta Neighborhood Music
Series: $50K
• Supporting (3) : $20K per package
THE AJF MAYOR’s, SPONSOR AND VIP GUEST HOSPITALITY SUITE
(1): The AJF XYZ Brand VIP Mayor’s Suite: $35K
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2018 SPONSORSHIP OPPORTUNITIES
SPONSOR CATEGORIES (NUMBER AVAILABLE) – ESTIMATED PRICING
THE AJF PAID ENTRY CLUBS (3): The XYZ Brand AJF Club: $60K
/Club (+/- costs of brand specific decoration and accents
FAMILY FRIENDLY CENTER (1-PRIMARY/ 3 SECONDARY): The
XYZ Brand AJF Family Center: $40K (Primary), $20K (Secondary)
JAZZ ‘N THE BEACH(1): The XYZ Brand AJF Jazz ‘N the Beach Party:
$40K
OFFICIAL PRODUCTS, SUPPLIERS AND LICENSEES (#TBD):
Official XYZ Product of the 2018 Atlanta Jazz Festival: $20-50K
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2018 SPONSORSHIP OPPORTUNITIESSponsor benefits will vary based on the specifics of the customized
partnership however this provides a general list of what is available in the
way of benefits
• Inclusion in advertising
• Ability to create a composite logo
• Use of specific designations in marketing communication
• On site posters
• Footprint for on site activation: 10x10 to 40x40
• Inclusion in event advertising
• On stage sponsor presentations
• VIP and Paid Area hospitality access
• Parking
• Sponsor representative talent booked for the show
• Inclusion in social media
• Inclusion in press releases and press relationship activities
• Advertising on the AJF web site
• Advertorial regarding sponsor activation on the AJF web site
• Commercials/videos shown on site via large screen formats
• Sampling/Couponing/On-site sale
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2018 SPONSORSHIP OPPORTUNITIESSPONSOR BENEFITS (cont’d) :
• Signage at pre-events
• PA announcements
• Logo on Park Entry Signage
• Logo on Branded Yard Signs
• Logo on Merchant Area Signage
• Logo on A-frame Park Signage
• Festival Fencing Banners (sponsor
provided)
• Logo w/ hyperlink on website
• Logo in AJF promo collateral
• Logo in AJF Email blasts
• Sponsor specific questions included
in attendee research
• Research results
• E-blasts to support sponsor
activation
• Logo on AJF merchandise
• Collateral in VIP gift bags (sponsor
provided)
• 20x20 Festival footprint
• Data base capture and use
• Sponsor features on the web site
• Souvenir merchandise
• Rights to park a promotional vehicle
on site
• Etc.
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31 DAYS OF JAZZThe 2018 Atlanta Jazz covers 31 days with music and/or Jazz related activities
KICK’N OFF JAZZ at the FOX (To Be Confirmed by 10-15-17)
• A special event with a nationally known headliner at the Ballroom at the Fox Theatre complete with a
VIP reception at the new Fox Club
EMERGING JAZZ ICONS at Woodruff Arts Center (To Be Confirmed by 10-15-17)
• This three day concert series will feature top up and coming Jazz talent from the US and international
• November 4, January 6, April 7
THE MAYOR’S CHOICE
• A Mayor’s Concert Friday evening with a headliner inspired by the Mayor of the greatest city on earth
FAMILY ZONE
• An alcohol free area with play area for kids, ear plugs for noise, changing stations, cool zones, etc.
JAZZ’N’ROUND ATL
• More local venues will be added during the 31 Days of Jazz : Atlanta Airport, MARTA Stations,
Streetcar Stops, Local City owned parks, etc.
EXPANDED VIP HOSPITALITY/CLUBS/PARTIES
• Three + paid /credentialed upscale food, beverage, seating areas , additional entertainment
• A ‘beach party’ themed pre-party at the large public pool pavilion in Piedmont park
AND MORE!
The AJF wants to work with its partners to insure sponsor’s activations are fully integrated into as many
elements of the AJF as possible
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➢ PREMIUM (3 MAXIMUM): $20k
• 20 X 30 Footprint
• Tent
• 5 -10 foot tables and 10 chairs
• Wi-fi
• Electricity
• 6 complementary Paid Lounge
passes (one day)
• AJF web site listing
➢ DELUXE (5 MAXIMUM): $15k
• 20 X 20 Footprint
• 4 -10 foot tables and 8 chairs
• Electricity
• 4 complementary Paid Lounge
passes (one day)
➢ GENERAL (10 MAXIMUM): $10k
• 20 X 10 Footprint
• 4 -10 foot tables and 8 chairs
• Wi-fi
• Electricity
• 2 complementary Paid
Lounge passes
➢ BUDGET(20 MAXIMUM): $5k
• 10 X 10 Footprint
• Electricity
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➢ PREMIUM LOUNGE • Access to all three premium lounges
• Open bar: Open 1 hour before music starts until one hour after music stops
(Fri, Sat, Sun) (Premium Brands)
• Tent, private upscale rest rooms, video screens with Xfinity Cable (don’t miss
the sporting events!), comfortable seating options
• Limited-controlled access
• On site wait staff and private security
• Direct sight line to one of the two largest stages
• Cool zone
• Upscale food offerings from one hour before music starts until one hour with
complementary snacks and free Tito’s Bloody Mary before noon on Sat and
Sun
• Collectors credential and souvenir poster
• $40 Friday, $50 per day Sat and Sun; $90-weekend (Sat/Sun) , $125-3 day
admission (Fri, Sat, Sun), 10% savings on groups of 10+
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➢ PRIVATE SUITES (5 MAXIMUM) • 20 people
• Private Bar: Open 1 hour before music starts until one hour after music stops
(Fri, Sat, Sun) (premium brands)
• Private upscale rest room, video screens with Xfinity Cable (don’t miss the
sporting events!), comfortable seating options
• Limited-controlled access
• On site wait staff and private security
• Direct sight line to the one two stages
• Cool zone
• Upscale food offerings (individual lounge food options) from one hour before
music starts until one hour with complementary snacks and free Tito’s Bloody
Mary before noon on Sat and Sun
• Collectors credential and souvenir poster for each guest
• Three Day Suite: $6,000
• Two Day (Sat/Sun): $4,500
2018 SPONSORSHIP OPPORTUNITIES
(continued)
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2018 ATLANTA JAZZ FESTIVALMEMORIAL DAY WEEKEND
PIEDMONT PARK
SPONSORSHIPS & ACTIVATION CONTACTS
COREY PUNZI
SPONSORSHIP & GRANTS
DEVELOPMENT OFFICER
CITY OF ATLANTAMAYOR’S OFFICE OF CULTURAL AFFAIRS
404.546.6826