Texas Renaissance
Festival 2013
Partnership Presentation
HISTORY
The Texas Renaissance Festival opened in 1974 with just three stages on
15 acres of what was once an old strip-mining site. The festival’s founder
George Coulam, built the festival from humble beginnings with a handful
of performers offering improv-style entertainment and a dedicated group
of patrons who wanted to spend the afternoon in another world. Today,
the festival has grown into an incredible dream world spanning nearly 55
acres, featuring eight themed villages lined with over 360 unique shoppes
including food, art, clothing and imports. The Texas Renaissance Festival
has a cast of thousands entertaining patrons from all over the world as
the largest renaissance themed park in the United States.
Ideally Located
Dallas/Ft. Worth
Austin
HoustonSan Antonio
1975
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995
1997
1999
2001
2003
2005
2007
2009
2011
2013
2015
0
100000
200000
300000
400000
500000
600000
700000
40 YEAR GROWTH CHART
Attendance
HOW DO WE COMPARE TO SPORTS TEAMS?
Texas Renaissance Festival attendance 2012 (8 weekends)
606,694 Since 1974http://texrenfest.com/38th_Record
Houston Rockets attendance 2011-12 home games (41 games)
506,994 Since 1971http://www.basketball-reference.com/teams/HOU/2012.html
Houston Texans attendance 2012 home games (8 games)
573,321 Since 2002http://espn.go.com/nfl/attendance/_/sort/homeTotal
HOW DO WE COMPARE TO SPORTS TEAMS? C O N T .
Texas Renaissance Festival attendance 2012 (8 weekends)
606,694 Since 1974http://texrenfest.com/38th_Record
Texas Longhorns Football 2011 home games (7 games)
603,142 Since 1893http://fs.ncaa.org/Docs/stats/football_records/Attendance/2011.pdf
San Antonio Spurs attendance 2011-12 home games (41 games)
662,838 Since 1976http://www.basketball-reference.com/teams/SAS/2012.html
Texas A&M Aggie Football 2011 home games (8 games)
610,283 Since 1894http://fs.ncaa.org/Docs/stats/football_records/Attendance/2011.pdf
VISITORS WITH CHILDREN IN HOUSEHOLD UNDER 18
37.4%
19.3%
25.2%
18.1%
0% 10% 20% 30% 40%
None
One
Two
Three Or More
62.6 % of visitors have children
all data from Scarborough Survey 2010
AGE LEVELS
14.6%
21.0%
19.8%
25.8%
12.8%
6.0%
0% 10% 20% 30% 40%
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55-64
Age 65+
66.6 % of visitors in 25-54 demographic
all data from Scarborough Survey 2010
Information from April 2012 zip code survey from 59,953 individuals
WHERE DO WE LIVE IN THE HOUSTON DMA?
P E R C E N T O F T R F A T T E N D E E S W H O C O M E F R O M T H E F O L L O W I N G C O U N T I E S :
65.7%
8.5%
8.2%
6.1%4.9% 4.2%
Harris
Fort Bend
Grimes
Montgomery
Brazoria
Others
Information from April 2012 zip code survey from 59,953 individuals
Information from April 2012 zip code survey from 59,953 individuals
Marketing Initiatives
Over 100 ticket outlets
12 sponsors in 2012 including Coca-Cola Bud Light
School Days
52 Partnerships in 2012
CampgroundsWeddings
Media Presence in 2012 Over 16 hours of television
time 6 billboards
Three year-round billboards
Eight on-site radio promotions
113,000 Facebook
6 nationally published articles
Over 250 mentions in state-wide publications
Green Movement
The Texas Renaissance Festival was involved in the green movement before it became popular. We plant over 500 native and tropical plants annually, have built a reusable water treatment system and even recycle the elephant dropping for fertilizer. We go the extra mile to ensure we make a difference in the environmental cause.
The Texas Renaissance Festival offers four wedding packages for couples who want the a glimpse of the most romantic period in history with prices ranging from $1,200 to $7,000. We offer a full on-site wedding staff for all ceremonies as well as private receptions. Celebrations are also available for vow renewal and commitment ceremonies.
Weddings
The Texas Renaissance Festival’s Performance Company employs actors of all ages to inhabit the streets of New Market Village. These actors undergo a lengthy rehearsal process which consists of rigorous improvisational theatre training along with the historical background of the Renaissance period. These, coupled with the energy needed to perform in an environmental theatre space, make for a lively group of professionals who bring the village lanes to life.
The Performers
The Festival is pleased to present to our patrons these lush and engaging gardens, renovated for every season, each with a unique story and theme. These carefully crafted sanctuaries are not only offered as a sweet respite from an exciting day at the faire, but also to host our expertly planned fairy-tale weddings. Make time in your day to let your mind and eyes wander through the variety of flowers and plants and architecture - you are sure to marvel at their beautyThe Magic Garden - The winding paths and numerous private meditation
areas in the Magic Garden are a creation of our owner and founder, Mr. George Coulam. His artistic talents are reflected in the placement of the jungle-like environment, in which seating areas, planters and sculptures (straight from his studio) are themed to the flora of each area. Experience the magic only New Market Village can offer in this truly one-of-a-kind garden.
The Sites
There is no end to the revelry at the Festival, with its wide assortment of challenges and adventures awaiting you throughout the village. The thrill of our human-powered rides delight both young and old, and don’t miss the chance to impress your friends by trying your hand at a game of skill. There are many opportunities to test your accuracy and take hoe a little glory from the day.
The Games
The Texas Renaissance Festival is extremely proud to feature eleven of the finest demonstrating artisans and craftspeople in the world. These multitalented artists will be exhibiting the height of 16th-Century technologies and innovations using techniques passed down through the ages. These trades were an essential component of the life and progress of the Renaissance period and each of our craftspeople is dedicated to sharing these gifts. We entreat you to watch these talented artists as they amaze and delight throughout the Festival day.Armour has been used throughout recorded history to protect
soldiers, knights, war animals and war machinery from the ravages of battle. Melvin Wright presents live demonstrations of this time-honored martial craft at the Royal Armoury. A long time apprentice of world renowned Rob Valentine, Wright now presents his own unique approach to creation of distinctive weapons and personal armor.
The Demonstrations
Community Involvement
The Texas Renaissance Festival works with 17 communities in Texas to help promote tourism and encourage local business.
The Texas Renaissance Festival brings in over five million dollars to these communities.
In 2012 the City of Magnolia was the official host City of the Texas Renaissance Festival.
Magnolia Mayor dubbed a Knight in 2011.
A Texas Renaissance Festival and Denny’s Partnership will
equal SUCCESS
• Campgrounds open at 10am on Fridays and close at noon on Mondays
• $20/vehicle/weekend• Quickie Mart• Over 170 acres of regular camping and quiet camping
• Over 900 new trees planted in 2012• 500 more planned for 2013• New Premium camping • Showers in 2013• Phase 2 of 3 begins in 2013
2012 Campground VisitorsWeek 1 - 2,175
Week 2 - 2,189
Week 3 - 2,585
Week 4 - 2,721
Week 5 - 2,190
Week 6 – 2,755
Week 7 – 2,604
Week 8 – 2,617
*Numbers in total amount of vehicles
2012 Campground VisitorsWeek 1 – 7,178
Week 2 – 7,224
Week 3 – 8,531
Week 4 – 8,980
Week 5 – 7,227
Week 6 – 9,092
Week 7 – 8,712
Week 8 – 8,636
*Average number of persons per car = 3.3
Total of 65,580 visitors
• Title Sponsor of Campgrounds-The Fields of New Market Presented by Denny’s
Sponsorship Elements
• Signage placed on entrance to Camping facility
• 250 Camping posters produced and include Denny’s logo
• 10,000 brochures produced and include Denny’s Logo
• Full page ad in 2013 program (55,000 sold in 2012)
• Opportunity to set up mobile restaurant in camping facility and eventually a permanent restaurant.
• Sponsorship of one weekend during the festival.
• Set up information table during that weekend.
Sponsorship Elements Continued
• Denny’s shall be included in Texas Renaissance Festival School Days Entrance Sign. 44,000 students and chaperones attended in 2012
• Up to 3 promotional appearances at Denny’s locations of your choice throughout 2013
Sponsorship Elements Continued
• Full page color advertisement in over 50,000 programs. (Value $ 2,000)
• Denny’s coupon or logo include on the back of hanging tag.
• Denny’s will be included in Camping advertising where applicable. (Estimated spend $75,000)
Sponsorship Elements ContinuedPrint
Denny’s logo will be included on TRF e-blasts and social media.
Sponsorship Electronic Elements
Sponsor’s logo shall be included in the Campgrounds webpages.
Tickets
• Texas Renaissance Festival to provide 2,240 tickets (combination of Any Sunday and Opening Weekend) to Denny’s
• Tickets will be a 60/40 split of Opening Weekend and Sunday
• 35 tickets per location
• Corporate Code can be set up by each location ($17/ticket)
TRF will give you code for use any day to purchase tickets at gate
Denny’s locations provide:• Placement of poster and brochures in restaurants• Agreed upon Texas Renaissance Festival Message on
LED Reader boards (if available) Example: Proud Partner of the Texas Renaissance Festival Open October 12-December 1.
• Make all staff aware of the sponsorship and broad details of the Texas Renaissance Festival (to answer any question from clients)
Elements Value Summary
Full page color advertisement in over 50,000 programs $ 2,000Combination of 2,240 Sunday only and Opening Weekend passes
$ 58,240School Days entrance sign $ 5,000Logo included in e-blast and social media $ 10,000Booth space outside festival grounds $ 5,000Booth space inside camping grounds $ 10,000Inclusion in all marketing materials for camping, School Days, parking and vendor newsletters $ 100,000Website presence $ 5,000Signage placement inside campgrounds $ 50,000Three promo appearances $ 1,500Tagged in Campgrounds Advertising $ 75,000
Total Sponsorship Elements $321,740
Sponsorship Cost$10,000 $156.25 per location
Return on Investment Ratio 32:1 Total Impressions20,794,056
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