Art Fair on the Square 2014 - Madison Museum of Contemporary Art

A signature arts event.
A significant business opportunity.
Madison Museum
of
Contemporary Art
invites you to sponsor
Art Fair on the Square 2014
Saturday, July 12, and Sunday, July 13
For
two days each summer, the eight blocks
Wisconsin’s
State
200,000
visitors from throughout the Midwest
come together to celebrate the arts.
that surround
Capitol
beautiful
are transformed as some
Demonstrate
your brand’s commitment
to community, connection and culture
by sponsoring
Art Fair
on the
Square.
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Sponsor Art Fair on the Square
And show your commitment to
community, connection and culture.
Community
N
ow in its 56th year, Art Fair on the Square brings
together visitors from the greater Madison metro
area and throughout the Midwest. It’s the city’s largest
annual event, with nearly 200,000 attendees.
Visitors flock to Art Fair on the Square for many reasons.
In 2014, they’ll:
•
Appreciate and purchase fine art from over 475
world-class artists
•
Enjoy food and drink from 35 concessions, featuring
both local businesses and national brands
•
Take in the performances of 30 acts on three
entertainment stages
•
Rub elbows with 450 loyal volunteers
•
Share an experience with like-minded attendees and
event sponsors like you
It’s also important to note that Art Fair on the Square
is more than a cherished tradition—proceeds help to
support a vibrant arts community all year round.
By sponsoring Art Fair on the
Square, you’re helping Madison
Museum of Contemporary Art to
offer free admission to 200,000
visitors annually and to provide
ongoing education programs for
the community.
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227 State Street, Madison, WI 53703
608.257.0158 • mmoca.org
Connection
Your Art Fair
on the Square
sponsorship
connects you
to a highly
desirable
demographic
and allows
you to share
a deeply
meaningful
experience with
your target
market.
A
rt Fair on the Square is a unique opportunity to bond with your brand faithful—and
to make a lasting impression on your best prospects.
The crowds here aren’t merely spectators, they’re participants. They arrive
anticipating a day or two filled with new experiences. As they move from booth to
booth, from concession area to stage, they’re actively engaged in a search for what
speaks to them on a personal, emotional level. It could be a work of art, a certain
musical genre—or your message.
Demographically speaking, the Art Fair on the Square devotee is a female decision
maker, with an annual household income of $70,000 or more.1
On a deeper level, attendees are art enthusiasts and shoppers who enjoy spending
time in downtown Madison. They are urban minded and activity driven and
regularly take part in community events and festivals, live music performances and
outdoor activities.
Overall, Madison is a community known for creative, educated workers, a strong,
healthy economy and passion for outdoor recreational activities. Because it’s such a
great fit for the community, Art Fair on the Square has always been a great success.
Your support for this premier event will be noticed and appreciated by some very
important people indeed—your customers.
18-24
5%
65+
12%
Male
31%
Female
69%
Gender
55-64
30%
45-54
21%
Age
25-34
19%
35-44
13%
High School
Graduate
3%
Graduate
School
35%
Some
College
19%
College
Graduate
43%
Under
$35,000
12%
$70,000+
55%
Education
$35,00070,000
33%
Income
Demographic data from event intercept surveys conducted by Chamberlain Research Consultants (Madison, WI) at Art Fair on the
Square 2011.
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227 State Street, Madison, WI 53703
608.257.0158 • mmoca.org
Culture
M
adison Museum of Contemporary Art’s signature event, Art Fair on the Square,
is the largest art fair in the Midwest and one of the highest rated and most
sophisticated in North America. Over 1,500 artists apply to participate in Art Fair on
the Square each year. A jury of respected art world professionals reviews each artist’s
work and selects only the best of the best.
Art Fair on the Square features talented artists from around the country who work
in 2D and 3D mixed media, ceramics, fiber, leather, glass, metal and wood. Works of
art include drawings, graphics, paintings, prints, photographs, furniture, jewelry and
sculpture.
The artists themselves rate it as one of the best fine art shows. And national publications
such as American Style, Sunshine Artist and Art Fair Sourcebook rank it as a top fair year
after year.
If support for the arts is inherent in your
brand character or consistent with
your marketing efforts, don’t miss this
opportunity to sponsor Art Fair on the
Square.
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227 State Street, Madison, WI 53703
608.257.0158 • mmoca.org
Oh look, another
sponsorship opportunity.
Y
es, we realize you probably get more sponsorship
pitches than you know what to do with. But
we honestly believe your brand and Art Fair on the
Square to be a good fit. If we didn’t, we wouldn’t be
making this offer. In addition, you should know:
•
As a sponsor your booth will be integrated into
the flow of the fair, not exiled to some vendor
village far away from the artists
•
We encourage you to go beyond simply having a
presence to actively creating an experience for
visitors to your booth
According to MMoCA’s survey of 2012
sponsors:
•
100% felt that they reached their target market at
Art Fair on the Square
•
The top returns from sponsorship were increased
awareness, an opportunity to support the arts, the
PR/inclusion in media, and on-site sales or new
accounts
•
80% felt the overall experience of sponsoring the
Fair was very valuable
Sponsorships get results.
Public response to sponsorship is overwhelmingly
positive because it is viewed as a form of marketing
that gives something back.2
•
84% of U.S. adults say “they would be likely
to switch brands to support a product that’s
associated with a cause they cared about”
•
Consumers appreciate marketing that “allies
companies with community responsibility and
improved quality of life”
83% of 2011 Art Fair on the Square attendees
reported a “favorable” or “very favorable” perception
of sponsors.3
www.sponsorship.com/Resources/Why-Sponsorship-is-the-Fastest-Growing-Marketing-M.aspx
Demographic data from event intercept surveys conducted by Chamberlain Research Consultants (Madison, WI) at Art Fair on the
Square 2011.
2
3
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227 State Street, Madison, WI 53703
608.257.0158 • mmoca.org
Sponsorship Packages
Build exposure for your brand. Deepen
relationships with your target market.
A
ll Art Fair on the Square sponsors are acknowledged in
promotional communications prior to the event, receive
additional exposure during the event and enjoy ongoing
recognition as MMoCA donor-members.
Multiyear sponsorship packages give you an opportunity to
build brand equity with Art Fair on the Square attendees and
MMoCA visitors at a lower cost per impression.
For details regarding the level of exposure and additional
benefits at a variety of sponsorship levels, contact us today.
[email protected]
608.257.0158
And remember, this is an ART fair. Sponsors are encouraged
to get creative! We’ll work with sponsors on nontraditional
methods for increasing brand awareness at the event. Think
collaborative art projects, sidewalk chalk, bus wraps—we’ll
help facilitate your imaginative outreach ideas.
Secure Your Sponsorship Today
March/April
Sponsor logos submitted for print and Web
April
Sponsor booth location set (if applicable)
May/June
Logistics conference call: Sponsor materials/
supplies plans
June
Sponsor receives pre-fair packet with general
info, fair collateral, relevant permits
July 11
Booth setup at 5:30–9:30 pm (if applicable)
July 12
Fair open Saturday 9 am–6 pm
July 13
Fair open Sunday 10 am–5 pm
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227 State Street, Madison, WI 53703
608.257.0158 • mmoca.org