Venue HireThursday 11 – Sunday 14 May 2017

Corporate Opportunities & Partnerships

RHS MALVERN SPRING FESTIVAL AWARD WINNING SHOW GARDENS

2

The Garden of Romance Villaggio Verde RHS Gold Medal 2016

Please see our sponsorship video click here

Please see page 9 for full details of the festival’s reach

Our pedigreeHosted annually at Three Counties Showground in Malvern, RHS Malvern Spring Festival is a partnership between the Royal Horticultural Society (RHS), the world’s largest and most prestigious gardening charity, and Three Counties, a specialist rural event organiser and agricultural society dating back to 1797.

RHS Malvern Spring Festival is the fastest growing RHS show following an ambitious repositioning in 2014. Whilst it is the gardening show for the Midlands and South West region, it attracts a national spotlight and offers unique engagement opportunities with an affluent and influential audience.

New Direction

In 2016 Jane Furze, former director of The Times & The Sunday Times Cheltenham Literature Festival, was appointed to lead the festival in its next phase of development

With a new vision for 2017 (page 5), there is no intention of RHS Malvern Spring Festival resting on its laurels.

32

About the audience*• 70,000 tickets sold in 2016

• 21% RHS members

• 60% AB, 80% ABC1

• Average spend: £163 per person (highest of all RHS shows)

• 64% female; 36% male

• Average age 58 years

• Average dwell time nearly 5 hours

• The Daily Telegraph, The Daily Mail, The Times most read newspapers

• Two hour drive time including The Midlands, West of England and South Wales

* Independent research conducted in 2016 by BDRC Continental

About the festival• Third largest RHS Show after RHS Chelsea

and RHS Hampton Court Flower Shows

• RHS Gold Medal winning show gardens

• New international exchange programme with Moscow Flower Show

• Longest Floral Marquee at any RHS show coming in 2017

• National & regional TV coverage

• Gardening’s top names have previously included Alan Titchmarsh, Carol Klein, Joe Swift, James Alexander-Sinclair and Monty Don

• Food and lifestyle expertise previously from Raymond Blanc, Mary Berry, James Martin, Jonathan Moseley, Mark Diacono and Greg Wallace

Jane Furze

RHS MALVERN SPRING FESTIVALThursday 11 – Sunday 14 May 2017

31 YEARS OF GARDENING EXCELLENCE

Royal Horticultural Society Partnership

“RHS Malvern Spring Festival is a major national horticultural showcase for the RHS and it continues to inspire gardeners of all abilities. Malvern knows how to engage with its partners and visitors so you are assured that your investment is in safe hands and will deliver real results.”

James Alexander-Sinclair RHS Council Member and joint chair of RHS Malvern Spring Festival

Whilst gardening is at the heart of the festival, visitors enjoy engaging with a broad range of lifestyle interests especially food and flowers. We pride ourselves both on the quality of the unique content at the festival and on the level of expertise we attract to share with our audience.

RHS MALVERN SPRING FESTIVAL GARDENING AND LIFESTYLE WITH LEADING EXPERTS

4

Jonathan Moseley

“At RHS Malvern Spring Festival 2017 visitors can immerse themselves in the floral grandeur and charm of an era when people took the time to stop and smell the roses.”

Jonathan Moseley 2015, 2016, 2017

Alan Titchmarsh

“I’ve always loved RHS Malvern Spring Festival. The setting is second to none at the foot of the Malvern Hills; they rise up behind it almost like the perfect backdrop. And it’s this transformative capacity that Malvern has to transport you to another environment that really lifts your spirit.”

Alan Titchmarsh 2016Monty Don

“I always look forward to Malvern because it’s my local show. It’s a celebration of the season; it is spring. The plants are always superb and it feels like a spring fiesta.”

Monty Don Presents for BBC2’s Gardeners’ World from RHS Malvern Spring Festival

Mary Berry

“When you come to Malvern you have a wonderful space, you’re meeting all the experts and maybe you’re buying a few plants. It is absolutely lovely and it’s a great family day out.”

Mary Berry 2016

Raymond Blanc

“What I really love about RHS Malvern Spring Festival is the spirit of community around food; the journey of food, from growing it to cooking it, to enjoying it with friends.”

Raymond Blanc 2015

Carol Klein

“The reason I love Malvern is because everything is here. It is full of all the most wonderful plants and all sorts of people who know all about them.”

Carol Klein Presents for BBC2’s Gardeners’ World from RHS Malvern Spring Festival

RHS MALVERN SPRING FESTIVAL THE SPECIAL MALVERN EXPERIENCE

54

New Theme for 2017As it enters its fourth decade, this much loved festival continues to evolve. For 2017, we are developing a brand new theme to ‘surprise and delight’ our visitors and open up fresh opportunities for our commercial partners - A 21st Century Spa Resort.

Our sparkling theme is inspired by Malvern’s celebrated past as a fashionable spa resort where the Victorians descended for their annual fix of healthiness with a lavish dose of entertainment, eating and drinking, and shopping. We’re reimagining that experience for our visitors – interpreted for the 21st century of course.

Delve further into our new world of features and commercial opportunities on pages 6 to 8. We welcome the chance to discuss these and any other combination of bespoke opportunities with you.

Opportunities for Commercial Partners

Brand building Build awareness through our media coverage and by association

Recruit new customers Communicate with our customers both face to face and pre/post event; data capture

Entertain clients and reward staff A full day out that appeals to everyone with various catering options

Corporate social responsibility Support our education work with schools in the UK and our Russian exchange programme

Experiential activity Sampling and point of sale

Official supplier Enjoy category exclusivity

Bespoke packages We will create a package to ensure you achieve your objectives

For bottlegreen sampling has been particularly successful

New creative for 2017 to project our new spa resort theme. The logo of our ‘In Association With’ partner to appear on all marketing collateral.

In Association With

Your logo

Floral Marquee Visitors will make a beeline to 2017’s striking new floral marquee – at 190 metres, the longest in the country. Furthermore, this feature ensures long dwell times thanks to the quality of plants, displays and advice available to our gardening enthusiasts.

In 2016, 65% of nurseries achieved RHS Gold or Silver Gilt Medals and, in 2017, 79 leading nurseries from the UK and overseas will again be setting horticultural standards.

A new attraction within the marquee is a specially commissioned centrepiece, the Plant Hunter Parlour, designed by gardening writer and presenter Joe Swift. Innovative and original, it will be unmissable in size, location and impact. Daily talks will be hosted here and it is suitable for exclusive corporate entertaining.

RHS MALVERN SPRING FESTIVAL WHAT’S NEW

6

Plant hunters’ paradise Exploring herbs and health The Spa Garden winner will exhibit at Moscow Flower Show

Opportunities: • Naming rights to Floral Marquee • Sponsor Joe Swift’s Plant Hunter Parlour • From £10,000 to £30,000

Opportunities: • Naming rights to Live Well zone • Sponsor Jekka McVicar’s Health & Wellbeing Garden • From £20,000 to £50,000

Opportunities: • Naming rights to Spa Gardens category • Naming rights to Moscow Exchange Programme • From £20,000 to £30,000

In Association With

The top level of partnership, ‘In Association With’, has achieved spectacular measured brand awareness results at RHS Shows. ‘In Association With’ ensures that your brand appears across all our marketing collateral and event signage, along with many further opportunities to engage with the audience during, pre and post event. Please contact us to discuss this totally bespoke opportunity to match your business objectives.

Joe Swift Jekka McVicar

Spa Gardens & Three Year Moscow Exchange Programme For the first time ever, the top prize for a garden designer is the opportunity to build a show garden in Russia. All the designer has to do is build the best ‘Spa Garden’, a new category for 2017 created to showcase new talent.

Malvern has always played a leading role in discovering and nurturing up and coming talent: some leading names who began at Malvern include Diarmuid Gavin, Chris Beardshaw, Paul Hervey-Brookes and RHS Young Designer of the Year 2016, Caitlin McLaughlin

The exchange programme allows the winner at Malvern to exhibit at Moscow Flower Show in June and one Russian designer will be invited to build a garden at Malvern in 2017. RHS Chelsea Flower Show Gold Medal winner, Jo Thompson, will mentor the designers.

Live Well Health and wellbeing are contemporary watchwords so this new zone (see map page 10) will attract considerable consumer and media interest.

The flagship is another ambitious special commission, a permanent Health & Wellbeing Garden designed by multiple RHS Gold Medal winner and herb expert Jekka McVicar. A place to explore the role gardens continue to play in our health and sense of wellbeing, visitors can spend time amongst the aromatic herb beds as well as explore what living well means today.

The Live Well zone further features carefully selected retail and exhibitor stands which are in tune with the broad concept of health in the 21st century.

New Feature

Updated for 2017

New Feature

Mark Diacono hosts Mary Berry 2016

6

RHS MALVERN SPRING FESTIVAL FURTHER SPONSORSHIP OPPORTUNITIES

7

Opportunities: • Food & Drink Pavilion from £25,000 • Kitchen Garden Theatre from £10,000

Host James Alexander-Sinclair on stage in the Festival Theatre 2016 Stage design by Hannah Genders

Opportunities: • Festival Theatre from £25,000 • Sponsor a day’s programme or a celebrity

from £5,000 to £15,000

Members Typical members stocking up for the summer

Opportunities: • Members’ Pavilion with associated

benefits from £20,000

Food & Drink Partner with us and explore numerous ways to engage with visitors through the universal pleasure of food. The celebration of food at Malvern is second only to that of gardening.

The Food & Drink Pavilion features Best of British artisan produce. The central hub is the Kitchen Garden Theatre with daily cookery demonstrations by experts and chefs, all hosted by award winning food writer Mark Diacono.

High dwell times are achieved with a full and lively programme of demonstrations and the draw of top chefs and food presenters including previously James Martin, Rachel Allen, Raymond Blanc, Valentine Warner and Mary Berry.

Festival Theatre The Festival Theatre sits at the heart of the Festival Green & Show Garden Arena supported by Worcester, Bosch Group.

The Festival Theatre remains available for a partner who wishes to take advantage of the draw of celebrities and dwell time generated from the stage by host James Alexander-Sinclair and his array of experts including gardening and food celebrities.

We are grateful to Worcester, Bosch Group for sponsoring the Festival Green and Show Gardens Arena for the third year. Worcester, Bosch Group has successfully used exposure on site to build brand, collect data and develop a corporate social responsibility programme with a local primary school.

Membership With a 21% attendance by RHS members, membership is a particularly prime area for brands wishing to engage with an affluent, older audience. Added to this, is full access to the Three Counties membership.

Different methods of engagement include on site at the exclusive Members’ Pavilion or via our members’ direct mail communications.

Please talk to us about a bespoke package that might include sponsoring members’ only events during the festival or creating members’ only offers.

RHS MALVERN SPRING FESTIVAL FURTHER SPONSORSHIP OPPORTUNITIES

8

Jon Wheatley will be creating new features in Grow

Opportunities: • Grow Zone from £10,000 • Grow Zone Theatre from £5,000 • Plant Crèche from £5,000

A floral fountain will be the show stopper in the Shopping Arcades

Opportunities: • Floral Fountain from £5,000 • Floristry including Floral Art from £5,000

School Gardens always delight visitors and young gardeners alike

School Gardens & Family Sunday

We are committed to encouraging the next generation of gardeners with fun, ‘get your hands dirty’ interactive activities.

The perfect corporate social responsibility platform, our award winning School Gardens always attract warm plaudits. Mentored by BBC1 Blue Peter’s Chris Collins, the collection of up to 12 gardens is unique for its feel good factor and we are grateful to BAM Construction for their ongoing support.

Partner with us for the School Gardens and/or Family Sunday. Family Sunday features special events for kids including cookery demonstrations, Young Plant Hunter Trail and workshops with Chris Collins.

Opportunities: • School Gardens from £15,000 • Family Sunday from £5,000

Grow

The popularity of ‘grow your own’ and allotments continues apace so our Grow zone has developed accordingly. Reinvented and relocated for 2017, this zone is an experience in itself.

Visitors will gather inspiration from the interactive country garden and wildflower borders created by RHS Gold Medal winner, Jon Wheatley; the edible beds and ever popular amateur Grow to Show competitions.

The Grow zone features a theatre for talks and hands-on workshops.

The perfect engagement vehicle for a garden produce brand.

Another location to consider engaging with plant lovers is the Plant Crèche in the heart of the Plant Arcades.

Floral Fountain Our premium shopping experience is relocated indoors and embraces the previously separate Country Living Pavilion. In line with our theme and a first for Malvern, the finest shopping will be presented as Victorian shopping arcades.

The centrepiece within the arcades is a unique show stopper: a Floral Fountain specially commissioned by acclaimed florist Jonathan Moseley. His brief is to reflect the grandeur associated with Victorian spa towns but with a contemporary twist. It will be unmissable.

8

Sponsor BenefitsWe aim to develop collaborative relationships with all our partners to best achieve shared goals. Bespoke opportunities exist for ‘In Association With’ and major partners to engage with our audiences via our marketing channels including advertising in bound-in inserts and solus emails.

Please contact us for more information (see back page).

RHS MALVERN SPRING FESTIVAL OUR REACH

9

Our high profile and prestigious event offers a unique opportunity to engage with a national leisure time audience of several million people through multiple media channels and beyond the four day duration of the event.

Media & PR reachMedia coverage in 2016, including national TV, generated 76 million ‘opportunities to see/hear’ about RHS Malvern Spring Festival. Of this, 27% was national.

Guaranteed broadcast & marketing reach for 2017National broadcast• 2.2 million viewers BBC2’s Gardeners’ World

National, regional and specialist press• 148,000 bound-in inserts in The Times and Daily Telegraph Saturday magazines • 43,000 circulation Trinity Mirror Gloucestershire (Gloucestershire Echo, Gloucester Citizen & Stroud Life) • 31,000 circulation Newsquest Worcestershire and Herefordshire (Worcester News & Hereford Times) • 102,000 reach Cotswold Life • 400,000 circulation The Garden • 210,000 circulation BBC Gardeners’ World • 170,000 circulation Country Living

Online• Note: new website to be launched April 2017 rhsmalvern.co.uk 1 March -11 May 2016 (main booking period) • 250,000 website sessions • 5.51 minutes average website session duration • 54,000 email database • 10,000 email database for RHS Malvern Spring Festival ticket buyers • 127,300 Twitter followers (RHS 119,000 + Three Counties 8,300) • 200,000 Facebook likes (RHS 182,000 + Three Counties 18,000)

Print• 40,000 leaflets • 42,000 direct mail to Three Counties & RHS database • 12,000 programmes

Membership• 400,000 RHS Members • 3,000 Three Counties Members

10

RHS MALVERN SPRING FESTIVAL NEW LAYOUT FOR 2017Each quadrant of the site has its own unique ‘hot spots’ to draw visitors around the festival and aid navigation. By zoning key features and opening up more space, the visitor experience is enhanced to encourage further dwell time and enjoyment.

10

RHS MALVERN SPRING FESTIVAL RHS CHELSEA FLOWER SHOW STANDARD SHOW GARDENS

11

Reflections of Japan Peter Dowle & Richard Jasper, Howle Hill Nursery, RHS Gold Medal 2016

A show garden at RHS Malvern Spring Festival is my premium shop window and major marketing investment. Visitors are highly engaged and travel good distances to come and see the gardens and experience the festival.

Over recent years, I’ve seen RHS Malvern Spring Festival develop into a gardening event of national significance and, if you are considering commercial partnership, then I am happy to recommend the new team at RHS Malvern Spring Festival.

Peter Dowle, Howle Hill Nurseries RHS Chelsea Flower Show & RHS Malvern Spring Festival RHS Gold Medal Winner

Suzy Hillier Head of Commercial E suzy.hillier@threecounties.co.uk T 01684 584918

Macmillan Legacy Garden Mark Eveleigh Best in Show and RHS Gold Medal 2016

Be part of something unique

Rachel Kent Sponsorship Account Manager E rachel.kent@threecounties.co.uk T 01684 584909

Jane Furze Head of RHS Malvern Spring Festival E jane.furze@threecounties.co.uk T 01684 584936

The Organ Donation Garden, A Gift of Life Ruth Gwynn, in association with The Worcester Acute Hospital Organ Donation Committee, Keyscape Design & Construction RHS Gold Medal 2015

We welcome enquiries about commercial opportunities at RHS Malvern Spring Festival 2017.

Please contact the team to find out more. rhsmalvern.co.uk threecounties.co.uk

Three Counties Showground, Malvern, Worcestershire, WR13 6NW

The Sunken Retreat Ann Walker, Graduate Gardeners RHS Gold Medal 2016