Natalie Kates- LEI5563 1

Hispanic Heritage Fest Sponsorship Proposal

LEON COUNTY HISP ANIC HERITAG E F EST

SP ONSORSHIP P ROPOSAL

Natalie Kates
Florida State Univers it y
LEI5563- Event Marketing

Professor Rosemary Prince

Spring Semester 2010
April 14, 2010
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Hispanic Heritage Fest Sponsorship Proposal

TAB LE OF CONTENTS

Event Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3-4

Name and Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Dates and Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Location . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Sponsor(s) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Evaluation of Current Sponsorship Efforts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5-9

Target Audience Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Product Inventory . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6-7
Sponsorship Package Levels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Solicitation of Sponsors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7-8
Sponsorship Details . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Evaluation of Event Sponsorship . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Sponsorship Proposal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10-11

Conclusion and Summary of Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12-14

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
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Hispanic Heritage Fest Sponsorship Proposal

EVENT BACKGROUND

Name and Summary

Hispanic Heritage Month takes place annually from Sept. 15 to Oct. 15. The month begins
on the 15th of September because that day marks the anniversary of independence for five Latin-
American countries (Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua). “In
addition, Mexico and Chile celebrate their independence days on Sept. 16 and Sept. 18,
respectively. America celebrates the culture and traditions of U.S. residents who trace their roots
to Spain, Mexico and the Spanish-speaking nations of Central America, South America and the
Caribbean” (Census). It also recognizes the contributions that Hispanics have made in the U.S.

In an effort to perform outreach to the local Hispanic community and educate the public
about Hispanic culture, Leon County organized an annual festival to celebrate Hispanic Heritage
Month. During 2009, the Leon County Board of County Commissioners and U.S. Census Bureau
partnered with area agencies to host the first annual Leon County Hispanic Heritage Fest, both
to honor Hispanic Heritage Month and as a way to raise awareness of the upcoming 2010 Census.

Date(s) and Activities

In 2009, the first annual Leon County Hispanic Heritage festival was held. The five-day
festival lasted from Tuesday, September 15, until Saturday, September 19.
 It began with an 11:30 a.m. press conference kick-off event on Tuesday, Sept. 15. Later
that evening, at the Mary Brogan Museum of Art and Science, the community gathered
for “Art, Literature & Culture: An American Narrative,” which featured poetry readings
and flamenco dancing performances.
 On Wednesday, Sept. 16, Chef Erick Urra of Habana Boardwalk restaurant hosted a
Cultural Cooking Demo & Tastings from 7:00 to 9 p.m.
 On Thursday, Sept. 17, All Saints Cinema, hosted the Circo de Cine Hispanic film festival
at 6:00 and 7:30 p.m.
 On Friday, Sept. 18, The Azúcar Dance Company held beginning-level Latin dance
lessons in merengue, bachata and salsa from 6:30 to 8:30 p.m.
 The festival culminated with a downtown celebration on Saturday, Sept. 19, from 10:00
a.m. until 2:00 p.m. There were various vendors with booths and a schedule of dance
performances featuring Hispanics from different countries of origin.
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Hispanic Heritage Fest Sponsorship Proposal

Location
The five-day events’ activities were held in several Tallahassee locations.
 They took place as follows:
o Sept. 15 & 18- LeRoy Collins Leon County Public Library, 200 West Park Ave.
o Sept. 16- TCC Capitol Center downtown, 300 W. Pensacola St.
o Sept. 17- All Saints Cinema, 918 1/2 Railroad Ave.
o Sept. 19- Lewis and Bloxham parks, Downtown Tallassee

Sponsor(s)
In its first year (2009), the Leon County Public Information Office was approved funds
provided by the Board of County Commissioners to hold the Hispanic Heritage Fest. They also
collaborated with the U.S. Census Bureau to support this event. These events served as a
platform for the County’s 2010 Census promotion campaign to emphasize the importance of
accurate completion of the 2010 Census questionnaire.

The Leon County Public Information Office event organizers created partnerships with
the U.S. Census Bureau and other establishments. These included the Tallahassee Film Society,
Cultura Latina Magazine, etc. Chef Erick Urra of Habana Boardwalk restaurant hosted a Cultural
Cooking Demo & Tastings on Wednesday, September 16. The Azúcar Dance Company held
beginning-level dance lessons on Friday, September 18. In addition, the Leon County event
organizers reached out to students at Florida State University by aligning with the
Hispanic/Latino Student Union and the Center for Hispanic Marketing Communication.

For 2010, Leon County will continue assistance with marketing the Hispanic Heritage
Fest to local communities. Since the Census will have been completed by this year, event
organizers will seek more vendors and sponsors to participate as well as help with funding.
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Hispanic Heritage Fest Sponsorship Proposal

EVALUATION OF CURRENT SPONSORSHIP EFFORTS

Target Audience Data

As of 2006, Florida had the third highest Hispanic population in the United States with
3,646,499 Hispanic residents. However, that number may be drastically undercounted because
many non-citizens are not included in this total. The Hispanic Heritage Fest’s primary target
audience is the local Hispanic community within Leon and neighboring counties. The 2000 U.S.
Census shows there were about 8,500 Hispanic or Latino residents in Leon County, or 3.5% of
the Leon County population. That number is estimated to have increased approximately 20%
between 2000 and 2006, according to the American Community Survey (ACS).

Despite the economic recession, which has caused many consumers to cut back, Hispanics
are spending more so than other demographic groups and seem to be feeling good about it.
Companies such as NAPA Auto Parts have realized that it is important to tap into this market and
events are a particularly effective tool to connect with Hispanics.
“NAPA has found that using event and experiential marketing to
reach our Hispanic target consumers is really effective for building
brand awareness and creating a higher level of engagement than
traditional broadcast advertising” says Mike Rearden director of
sponsorships at NAPA (O’Loughlin, 2009).

This offers ideal economic growth opportunities for area businesses to appeal to the rising
local Hispanic demographic. As Hispanics are a growing sector, companies should make the
effort to connect with them at events such as this fest and appeal to their purse strings (i.e.
disposable income). The Leon County Hispanic Heritage Fest may particularly attract families
with children and couples to attend. It is an opportunity for Hispanics to unite, celebrate their
culture, and meet locals in their community.

Product Inventory
The product is a five-day series of events celebrating Hispanic Heritage month and
culminating in a downtown festival. The purpose is to promote Hispanic cultural awareness and
positively recognize the influence of this often under-represented community in Leon County.
The events educate and entertain by showcasing various Hispanic cultural traditions (i.e. food,
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Hispanic Heritage Fest Sponsorship Proposal

dance, film, etc.). The event locations were held in central Tallahassee venues where parking was
nearby and they were relatively easy for attendees to access. Most were places that Leon County
residents should recognize and directions were available online.

The festival also serves as a trade show where vendors and those trying to reach the local
Hispanic market can set up booths to feature their products on an annual basis. By doing so, it
contributes to the success and sustainability of local businesses. Simultaneously, Hispanics can
feel like they are well represented in Leon County and their achievements can be recognized. An
aim of the fest is so that event attendees can admire some of their greatest accomplishments.

Being organized by the Leon County government, the event organizers were able to quickly
and efficiently establish a presence throughout Tallahassee for the event’s first year. They
distributed flyers and displayed posters in prominent locations. An event listing was also created
on Facebook to invite people to attend. Most importantly, the extensive local media coverage
during September established this as a unique festival in the minds of Leon County citizens.

The Leon County Hispanic Heritage Fest event organizers distributed press releases to local
media outlets and received a substantial amount of positive publicity. This included articles in
the Tallahassee Democrat, FSU news, All Business.com, Hispanic Tips.com, and a local TV
interview on WTXL ABC Channel 27. The kick-off event, held on the first day of the 2009
festival (September 15), was a press conference to inform the media about the week’s upcoming
events and animate them to attend as well as pass on the information. This date also coincided
with the start of Hispanic Heritage month, which is celebrated throughout the U.S.

In 2009, the marketing efforts for the first Hispanic Heritage Fest included a website
(HispanicHeritageFest.com), social media event listing created on Facebook, messages
distributed through a mass Leon County government e-mail notification system, press releases
sent to local media outlets, and distribution/posting of promotional materials (including flyers,
postcards, and posters) throughout various Tallahassee locations. There was also signage
prominently displayed at the events. All of these provide promotional outlets where sponsors
participating in the festival events can be announced and their logos displayed. With advance
time to plan, even more promotional tactics can be implemented next year that can help the
festival position itself as five days of worthwhile events for Hispanics and other Leon County
residents to attend.
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Hispanic Heritage Fest Sponsorship Proposal

Sponsorship Package Levels

Since 2009 was the first year the Hispanic Heritage Fest took place and the organizers
were not provided with much time in advance to plan accordingly, there were no level of
packages set up to lures sponsors. The U.S. Census Bureau and the Leon County Board of
County Commissioners (provided $5,000 to fund this event) were the main sponsors. Other
participating companies included the Azúcar Dance Company, Habana Boardwalk restaurant,
Cultura Latina Magazine, Tallahassee Film Society, etc.

Local Leon County media outlets covered stories about this festival. These included the
Tallahassee Democrat, FSU News, and a local TV interview on WTXL ABC Channel 27. For
future years, pricing levels will be determined and offered to potential sponsors.

Solicitation of Sponsors
Research
Unfortunately, Leon County Public Information office organizers had a very short time frame
in which to promote the Hispanic Heritage Fest and attempt to recruit sponsors. Therefore, their
time to research potential sponsors and the target audience of this event beforehand was limited.
The event planners did research about their primary target audience, Hispanics in Leon County,
and the numbers were significant enough to make the creation of this event worthwhile. Given
the timing, they also reached out to the U.S. Census Bureau as a key sponsor since they were a
good match for this event and wanted to raise awareness for the upcoming 2010 Census.

In retrospect, during the month of September 2009, about 73,000 people visited the Hispanic
Heritage Fest site with an average of 2,432 visitors per day. The event website traffic numbers
were tracked and compiled by the Leon County government. These statistics show that, despite
the short time frame to promote this festival, the site obtained a great deal of attention and visits.

Pitch
In current times, many people are becoming prouder about their cultural backgrounds.
Conversely, society is also more curious to explore the cultures of people from diverse
nationalities. The release of the upcoming 2010 U.S. Census with evidence of the further
increased Hispanic numbers will likely continue to fuel this “multicultural momentum”.
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Hispanic Heritage Fest Sponsorship Proposal

The special experiences and variety of events being offered at the Leon County Hispanic
Heritage Fest should be promoted to potential sponsors. These events are the first of their kind in
the area. This attribute should lure attendees and sponsors to participate for years to come.

The sponsorship proposal message needs to emphasize how the companies involved will
benefit from participating. These events will increase cultural awareness and knowledge of the
Hispanic market in order to connect with this key demographic. Attendees will be able to witness
firsthand what truly encompasses various aspects of Hispanic heritage (such as dance, food, art,
films, etc.). It also provides examples of local Hispanic success stories. In addition, there are
business-to-business opportunities for attendees and vendors.

Throughout the coming years, the Hispanic Heritage Fest will be increasingly promoted
as a fun tourism attraction to encourage attendance from around Florida. People in Leon County
and from surrounding counties should hear about this event so they look forward to participating
in advance. Sponsors should become a part of this event early on, as it annually increases in size
and popularity.

Fact Sheets Not sure about this section; needs revising

GOALS
 To encourage the celebration of Hispanic Heritage month
 To recognize the accomplishments of local U.S. Hispanic citizens
 To educate the general public while growing cultural awareness
 To unite Hispanics in Leon County and from surrounding areas
 To reach out to this demographic that is often under-represented
 To learn the needs and build connections with the local Hispanic community
 To establish relationships with Hispanic residents, associations, and locally-owned businesses

2009 Leon County Hispanic Heritage Fest: A Celebration

of Culture
Schedule set for this week’s cultural events throughout Leon County

The Leon County Board of County Commissioners and the U.S. Census Bureau
are partnering with area agencies to host the first annual Hispanic Heritage Fest,
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Hispanic Heritage Fest Sponsorship Proposal

both to honor Hispanic Heritage Month and as a way to raise awareness of

Census 2010.

The five-day festival will begin with an 11:30 a.m. kick-off event Tuesday, Sept.
15, at the LeRoy Collins Leon County Public Library, 200 West Park Ave.
Tuesday’s presenters will include Leon County Board of County Commissioners
Vice-Chair Bob Rackleff, North Florida Hispanic Association President Bill
Torres, Ed Young of the U.S. Census Bureau’s Tallahassee-Leon County
Complete Count Committee and María Ortíz, Publisher of Cultura Latina
Magazine.

Later that evening, in the atrium of the Mary Brogan Museum of Art and Science,
the community will gather for “Art, Literature & Culture: An American Narrative,”
which will feature poet Virgil Suarez, a professor of poetry at FSU, reading a
selection of poems and artist Felici Asteinza, as well as a flamenco dance
performance by Mary Caminez.

On Wednesday, Sept. 16, Chef Erick Urra of Habana Boardwalk restaurant will
be hosting a Cultural Cooking Demo & Tastings at the TCC Capitol Center
downtown, 300 W. Pensacola St., from 7 to 9 p.m.

On Thursday, Sept. 17, All Saints Cinema, 918 1/2 Railroad Ave, will be dimming
the lights for the Circo de Cine film festival showing “Raising Victor Vargas” and
“Amores Perros” at 6 and 7:30 p.m., respectively. (These films are both rated R
and are not appropriate for children.)

On Friday, Sept. 18, The Azúcar Dance Company will be holding beginning-level
Latin Dance lessons in merengue, bachata and salsa at the LeRoy Collins Leon
County Public Library, 200 West Park Ave, from 6:30 to 8:30 p.m.
(More)

The festival will culminate with a downtown celebration in Lewis and Bloxham
parks on Saturday, Sept. 19, from 10 a.m. until 2 p.m. and will include
performances by The Azúcar Dance Company, David and Kelle Chancellor, Akin
Loweman, Un Poquito de Mexico, The Argentine Tango Society of Tallahassee
and Zumba Junkie. There will also be presentations by local organizations and
clubs and exotic foods to tickle the taste buds.

These events also serve as a platform for the County’s 2010 Census promotion
campaign to raise awareness of the importance of accurate completion of the
2010 Census questionnaire.

Because members of the Hispanic community have been historically

undercounted, the U.S. Census Bureau has joined forces with Leon County to
educate, empower and emphasize the safety and confidentiality of the Census
count.
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Hispanic Heritage Fest Sponsorship Proposal

Census data is used to determine how approximately $300 billion in federal funds
are distributed annually to state, local, and tribal areas for critical community
services, including community development block grants and other grant
programs. It is estimated that each individual who remains uncounted by the
Census results in a loss of $1,268 of federal funds, per person, per year.

In addition to hosting events for the Hispanic Heritage Fest, the LeRoy Collins
Leon County Public Library System will incorporate Hispanic themes into its
Storytime and Babytime events for youth and have a cultural display with books,
DVDs and CDs all month long.

Hispanic Heritage Month takes place annually from Sept. 15 to Oct. 15 and
recognizes the contributions that the Hispanic community has made to the
nation. The month begins on the 15th of September because that day marks the
anniversary of independence for five Latin-American countries.

For more information on the festival or how to get involved, please contact the
Leon County Public Information Office at (850) 606-5300 or visit
www.HispanicHeritageFest.org .

Sponsorship Details
The 2009 sponsor vendor application contract represented their commitment to
participate with the Hispanic Heritage Fest on Saturday, September, 19, 2009 in Bloxham and
Lewis parks. There was no registration or vendor fee to participate, and vendors were able to sell
their product at Saturday’s festival for a reasonable cost. The only condition is that they must be
able to provide a small sample of their products to festival attendees.

Evaluation of Event Sponsorship

The 2009 match with the U.S. Census Bureau was ideal for the festival’s first kick-off
year. The main issue with this sponsor is that some Hispanics do not believe the Census to be
confidential and avoid providing information to the U.S. government. Because this was an event
sponsored by both the local government and national Census, the combination may have deterred
Hispanics from attending in large numbers and made them wary towards these sponsors.

Since the Census is only conducted every ten years, a change in the sponsorship will be
necessary and the Hispanic Heritage Fest should recruit new sponsors. There are some local
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Hispanic Heritage Fest Sponsorship Proposal

establishments that can be contacted again to renew their sponsorship with the festival in 2010.
These include the Tallahassee Film Society, Azúcar Dance Company, Cultura Latina Magazine,
etc. For future years, the event organizers will need to elaborate on documenting the benefits that
companies will receive for sponsoring in order to provide them with more incentive to participate.
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Hispanic Heritage Fest Sponsorship Proposal

SPONS ORS HIP PROPOS AL

The Leon County Hispanic Heritage Fest has designed their sponsorship program to
provide contributors with the greatest possible exposure and opportunity to connect with local
Hispanic communities. Celebrating this festival for a few days during Hispanic Heritage Month
(September 15 to October 15) is an ideal time period. Based on staff research, no other
government-sponsored events celebrating Hispanic Heritage Month in Leon County were found.
This provides a unique advantage for sponsors since it is the first festival of its kind in the area.

Customized packages can be coordinated to suit your needs and maximize your brand
value at this event. Among the marketing and communication rights your company will receive
as an Official Sponsor are:

 Top Level Industry Sponsorship of the Hispanic Heritage Fest (HHF)

o Guaranteed dominant presence to a highly desirable and rapidly growing
Hispanic local audience (primarily families) at this event
o Company will be perceived as an industry leader and appreciated for their efforts
to reach out to Hispanic communities
o The company brand name will receive recognition on the HHF website, all
collateral materials, and event signage

 Proprietary Naming Opportunity for Exclusive HHF Program or Venue

o Sponsor receives first right for proprietary naming rights of specific events or
venues at the HHF
o Opportunities to sponsor individual events before culminating festival
o Key naming opportunities for official sponsors at Saturday’s festival include:
 Exclusive rights to prominent company-branded section in the VIP Area
 Food and non-alcoholic beverage stands
 Alcoholic beverage bars and stands
 DJ Booth/Dancing area
 Kid’s Zones

 Guaranteed Media Coverage

o Local and state newspaper, TV, and radio outlets have confirmed their
participation

 Internet Exposure
o Company logo and homepage link will be featured on the HHF site

 Extensive On-Site Dominance

o Strategically placed company banners around downtown parks
o Dominant logo position on exterior and inside of the venue
o More on-site signage throughout the different event sections and parking areas

 Full Promotional Rights

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Hispanic Heritage Fest Sponsorship Proposal

o Top-level, Official Sponsor recognition in all promotional materials including:

posters, flyers, t-shirts, ads, cross-sponsorships, and more can be requested!
o Special company contests and sweepstakes can be coordinated for this event

 Customer Relations and Staff Benefits

o Free passes for HHF special events
o VIP Passes to meet Festival winners and mingle with local Hispanic celebrities!
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Hispanic Heritage Fest Sponsorship Proposal

CONCLUS ION AND SUMMARY OF FINDINGS

In 2009, a main disadvantage for the Leon County Hispanic Heritage Fest was that it lacked
recognition. Unfortunately, the event organizers were not given County Board approval to fund
the festival until a month before it was to take place. The turnout could have been higher since
not that many people in Leon County and surrounding areas may have known about this event.
Also, organizers had a very short time frame in which to promote it and attempt to recruiting
sponsors.

For only being its first year held, the 2009 Hispanic Heritage Fest can be considered a success
and benchmark event for Leon County. Considering the time constraints for their marketing
efforts, the Hispanic Heritage Fest resulted in a positive turnout for five consecutive days.
Attendance was medium to high at all events. Approximate numbers ranged from twenty
attendees at the Hispanic Film Festival to a few hundred at the final Saturday celebration in
downtown Tallahassee.

A disadvantage is that, at the actual events, no official counting methods were established. In
order to gain attendance estimates, next year they could implement a raffle system where a
number of flyers are passed out at each event. This will provide a better approximation of
attendees that can be attractive figures to promote when luring sponsors.

As previously mentioned, the 2009 match with the U.S. Census Bureau being its key
sponsor was a good match for the festival’s kick-off year. The main issue with this sponsor is
that some Hispanics do not believe the Census to be confidential and avoid providing information
to the U.S. government. Because this was an event sponsored by both the local government and
national Census, the combination may have deterred Hispanics from attending in large numbers
and made them wary towards these sponsors.

If possible, some focus groups should be conducted with Hispanics in Leon County to
determine ways to improve the festival in future years. At the events, attendee information
should be gathered so short surveys can be sent afterwards to gauge feedback and measure
success. A survey can also be included on the event homepage for past attendees to fill out. This
will help provide key indicators on good matches for future potential sponsors that can relate to
these target audiences.
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Hispanic Heritage Fest Sponsorship Proposal

In order for the Leon County Hispanic Heritage Fest to annually expand, event marketers
must increase their promotional (particularly PR and social media) efforts so they can reach more
people from surrounding counties. Media and sponsorship kits should include photos of past
events, website link, and other important details. Sponsorship proposals should highlight the
unique variety of events and benefits being offered by participating with this five-day festival.

This Hispanic Heritage Fest is the first of its kind in the area. Therefore, it should lure
attendees and sponsors to participate for years to come. Since many Hispanics are bilingual or
only speak Spanish, it would be wise to create bilingual signage and promotional materials. This
would help build stronger connections with Spanish-speaking and bilingual Hispanics.

The 2009 Hispanic Heritage Fest events were free for attendees, but perhaps in 2010 some
prices should be allotted to certain events, which could increase their perceived value. The
money collected could be donated towards Hispanic student scholarships at FSU. In fact,
Hispanic students from Florida State University should be recruited and engaged to volunteer
with the upcoming events from organization such as the Hispanic/Latino Student Union, the
Center for Hispanic Marketing Communication, and the Oscar Arias Hispanic Honor Society.

In particular, this event is a great chance for local businesses and restaurants to appeal to local
Hispanic communities. As Hispanics are such a fast-growing sector, companies should make the
effort to connect with them at events such as this and appeal to their purse strings (i.e. disposable
income). Organizations such North Florida Hispanic Association, Hispanic Chamber of
Commerce, and Mission San Luis should also be engaged as sponsors. A reputable worldwide
company that could be approached is Coca-Cola, which can be offered an exclusive deal as the
only beverage sponsor at the festivals

Throughout future years of the Hispanic Heritage Fest, event organizers should early on
work to attain more sponsors, vendors, and Hispanic participants/organizations. They should start
promoting and acquiring sponsors about six months prior to mid-September. Their event
sponsorship proposal should highlight the distinct nature of this five-day festival and how it is an
ideal opportunity to connect with a growing demographic.

A goal of the festival is to provide like a reverse trade show where Hispanic vendors and
those trying to reach this market can set up booths to feature their products. By doing so, it will
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Hispanic Heritage Fest Sponsorship Proposal

contribute to the success and sustainability of local businesses. At the same time, Hispanics can
feel like they are well represented in Leon County and event attendees can admire some of their
greatest accomplishments.

The Second Annual Hispanic Heritage Fest can be portrayed as an “opportunity to get in on
the ground floor of a “happening” that participants can infer will be an ongoing event, turning
into a tradition and developing long-term loyalty” (Hoyle, p. 12, 2002). Growing a loyal fan base
and creating sponsor relationships from the start is crucial to maintain ongoing attendance and
funds at an annual event. “Even if there is no history, there is the opportunity to be historical.
The greatest part of event marketing is the opportunity to create history, by attracting people into
a synergistic activity that can define the organization and its goals” (Hoyle, p. 12, 2002).

OBJECTIVES  NOT S URE IF OR WHERE TO INCLUDE THIS

 To spread the word and increase anticipation before the festival by doubling next year’s
promotional efforts over a three-month span
 To increase attendance at the 2010 events by approximately 30 to 50%
 To drive traffic and multiply the amount of visitors to the Hispanic Heritage Fest
informational website (HispanicHeritageFest.com) three months prior to September

Multi-year contracts will be considered in order to continue this festival as a reoccurring event.
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Hispanic Heritage Fest Sponsorship Proposal

REFERENCES

Hoyle, Leonard H. Event Marketing: How to Successfully Promote Events, Festivals,

Conventions, and Expositions. New York: J. Wiley, 2002. Print.

Leslie, Mary. Leon County Government Public Information Specialist.

Various documents from the 2009 Hispanic Heritage Fest.

O’Loughlin, Sandra. "Targeting the Hispanic Demographic in Events." Event Marketer.

Oct. 2009. Web. Mar. 2010. <http://www.eventmarketer.com>.

Skinner, Bruce E., and Vladimir Rukavina. Event Sponsorship. 3rd ed. Hoboken, N.J.:
John Wiley & Sons, 2003. Print.

U.S. Census Bureau. <http://www.census.gov/>.

U.S. Census Bureau American Community Survey. <http://www.census.gov/acs/www/>.

U.S. Census Bureau - Fact for Features: Hispanic Heritage Month

<http://www.census.gov/PressRelease/www/releases/archives/facts_for_features_special
_editions/007173.html/>.