Presenting 26th Annual Cinco de Mayo Festival and the best cultural

Presenting 26th Annual Cinco de Mayo Festival and
the best cultural marketing opportunity of 2013!
The Cinco de Mayo Festival is deeply rooted in the Colorado community as the largest 2-day event of its
kind in the country. The event attracts 400,000 + festival attendees each year. Cinco de Mayo is a fun
family oriented event with special attractions, musical acts and some of the most delicious Mexican cuisine Colorado has to offer. The festival attracts ongoing national media coverage through outlets such as
MSNBC.com, CBS, and the Associated Press.
Who does the Cinco de Mayo Festival support?
The Cinco de Mayo event started in 1988 as a neighborhood street fair to showcase Mexican heritage
while promoting the economic turnaround of the neighborhoods along the Santa Fe Drive corridor. By
1995, the festival had outgrown its location and moved a few blocks to Denver’s Historic Civic Center Park
where it took its place among Colorado’s top four outdoor food and entertainment events. Although the
event attracts approximately 70% Hispanic attendees, a large cross section of the community is represented including all races and cultural heritages. Due to
this, the event receives greater visibility through English and
Spanish media outlets.
NEWSED CDC was founded in 1973, to promote and develop economic and community programs that raise the
income, education, and political levels of Denver residents.
All funds raised at the Cinco de Mayo “Celebrate Culture”
Festival support the programs and services of NEWSED.
Visit www.newsed.org to learn more about NEWSED.
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM
Why Sponsor Cinco de Mayo
What does Cinco de Mayo celebrate?
Historically the Cinco de Mayo holiday commemorates the victory of a heroic people and their struggle for
freedom. On May 5, 1862 the outnumbered town of Puebla, Mexico defeated French forces which fueled
the momentum and national confidence to ultimately drive foreign power completely from the country.
Today in areas of Mexico and the United States this recognition and celebration of culture and freedom
resonates as these values apply to everyone, despite where you come from.
What is the marketing opportunity for my company?
Hispanic Community Facts and Figures
“The 2010 Census counted 50.5 million Hispanics in the United Sates, making up 16.3% of the total population. The nation’s His-panic population, which was 35.3 million in 2000, grew 46.3% over the decade, and
even more sharply in many Southeastern states. Overall, growth in the Hispanic population accounted for
most of the nation’s growth—56%—from 2000 to 2010. Among children ages 17 and younger, there were
17 million Latinos, representing 23% of this age group, up from 17% in 2000.”
Source - pewhispanic.org
“Colorado’s Latino population is young, upwardly mobile and growing every day. 22 percent of metro Denver’s population is Latino - over 627,000 people. The Denver DMA Latino population is over 846,000 - the
14th largest in the country.” Source - Viva Colorado
According to Census Bureau data provided by Alejandro Becerra, former
senior housing fellow at the Congressional Hispanic Caucus Institute,
the number of Hispanic owner-occupiers grew by 288,000 from 6.21
million in the second quarter to 6.49 million in the third quarter.
Advertising and Promotions
Promotion of the Cinco de Mayo event requires a diverse advertising and marketing campaign. Over
1,000,000 media impressions will be realized daily several weeks prior to the 2012 event, utilizing a combination of print, electronic and other media marketing tools. Our powerful advertising/marketing campaign
is valued at well over $300,000 annually and will ensure that your involve-ment as a sponsor will generate
your company wide exposure on many different levels during the course of the advertising campaign.
To become a sponsor, contact sponsorship coordinator:
Andrea Barela | NEWSED Development Director
abarela@newsed.org
Work: 303.534.8342 X 110 / Direct: 720-319-6623
901 W. 10th Ave., Suite 2A
Denver, CO 80204
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM
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CATEGORY EXCLUSIVITY
PRINT
Company logo placement on all promotional palm cards
electronic mailings
Company logo included in official event guide (20,000+ printed)
Company logo placement on all promotional posters
Company logo placement on all bus shelter advertisements and/or billboards
ONLINE
Company logo with link on the official website
(CincodeMayoDenver.com), average yearly views 40,000
MEDIA
Company name included as a sponsor in all press materials including
press releases, newspaper ads, public service announcements,
press advisories and kits
Company logo included in all television advertising
Company name mention in select radio advertising
TICKETS
VIP passes to the sponsor hospitality area
ONSITE SPECIAL OPPORTUNTIES
1 10’ X 10’ exhibit booth space in premium location,
including tent awning, 1 table & 2 chairs if needed
Signs/banners throughout the event site (to be provided by sponsor)
Company banner placement on three entertainment stages
Company banner placement on two entertainment stages
(placement at discretion of festival)
Company banner placement on one entertainment stage
(placement at discretion of festival)
Stage announcements from all entertainment stages promoting sponsor
Right to use 2012 Cinco de Mayo Festival name and artwork for
your promotional advertising
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM
A La Carte Branding Opportunities
Un Toque de Mexico Performance
A special free concert by the Colorado Symphony Orchestra on Sunday May 6th at 12:00 pm on the main
Greek Amphitheatre stage. Fee - $1,500 Includes:
• Two free standing flanking banners (banner provided by sponsor)
• Logo of sponsor on Cinco de Mayo website and within printed event guide
• Logo on printed invites
• Stage recognition announcements by MC prior to performance
Local Stage
Featuring local musical acts. Fee - $1000 Includes:
• Two banners attached to footing of stage (banners provided by sponsor)
• Logo of sponsor on Cinco de Mayo website and within printed event guide
• Stage recognition announcements by MC 10 times per day both day
Community Stage
Located within Lincoln Park in front of the Veterans Monu-ment, includes all day folklorico dance performances. Fee - $500 Includes:
• Two free standing flanking banners (banner provided by sponsor)
• Logo of sponsor on Cinco de Mayo website and within printed event guide
• Stage recognition announcements by MC 10 times per day both days
Green Chili Cook Of f
Takes place on Saturday, May 5th at 1:30 within the interior of the park. Features up to 15 restaurants
and public text voting process. Fee - $1000 Includes:
• Two free standing flanking banners (banner provided by sponsor)
• Logo of sponsor on Cinco de Mayo website and within printed event guide
• Onsite PA announcements by MC during contest
• Sponsor text recognition
Children’s Carnival
One of the main event components located near the Denver Post building off of Colfax & Broadway. Features rides for youth and adults. Fee - $2000 Includes:
• Four banners within carnival attached to surrounding fence (banners provided by sponsor)
• Logo of sponsor on Cinco de Mayo website and within printed event guide
Petting Zoo
Located on Colfax Avenue near children’s carnival. The zoo is an all day attraction and is provided by long
time exhibitor Noah’s Arc. Fee - $500 Includes:
• Two banners attached to petting zoo parameter (banners provided by sponsor)
• Logo of sponsor on Cinco de Mayo website and within printed event guide
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM
2012 Attendee Demographics
Gender
FEMALE
41%
MALE
59%
Age Range
Under 18
4%
18-24
17%
25-34
26%
35-44
23%
45-54
19%
55-64
8%
65+
2%
Home Ownership
Rent
67%
Own
37%
Marital Status
Single
59%
Married
29%
Partner
5%
Significant
5%
Other
1%
Learned about the Cinco de Mayo Festival by...
Other
37%
Friend
28%
TV
14%
Radio
11%
Newspaper
5%
Internet
3%
Billboards
1%
Reasons for Attending
Entertainment
43%
Food
20%
Vendors
16%
Passing By
10%
Other
10%
Attended in 2011
Yes
64%
No
36%
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM
2012 Media Coverage
Television
Cinco de Mayo’s official television sponsors; KMGH stations Channel 7 and Azteca America, ran a total of
250 .15 second event promos starting in early April. In addition, they produced several on site telecasts
during the event.
There were various television reports in addition to Channel 7 including Fox 31 and Channel 2, Channel 9
and Channel 4. Click on the following links to view a few of them;
http://news.yahoo.com/video/denvercbs4-15750663/police-try-to-keep-cinco-de-mayo-crowds-under-control-29201380.html
http://denver.cbslocal.com/2012/05/02/denver-prepares-for-cinco-de-mayo-celebration/
Most notably CBS Evening News and reporter Rick
Salenger featured the Denver Cinco de Mayo as part
of their political news coverage on Hispanics and the
upcoming election; http://www.cbsnews.com/video/
watch/?id=7407618n
Radio
This year’s sponsoring radio stations included; KBNO
and their associated Spanish language radio networks,
Wilks radio stations KOOL 105 and 92.5 The Wolf, Max
Media stations HOT 107.1 and Jammin 101.5, community
public radio station Jazz 89 KUVO and Free Speech TV.
Internet and Website Views
The CincodeMayoDenver.com website received an approximate 20,000 original visits and 56,000 page
views leading up to the weekend of May 5th and 6th. Google search engine lists CincodeMayoDenver.com
on the first page via a general search of the words “Cinco de Mayo”. Using the same search, Google lists
the event as #3 on the list behind Wikipedia, images and general history searches. However the CincodeMayoDenver.com website on Google is the 1st actual event listed along with various community and media
calendars featuring the event. The CincodeMayoDenver.com website was routinely touted as the #1 place
for any and all information related to the event. Our Google analytical report showed that the website
received visits from people in Germany, India, China, Mexico and the United Kingdom.
Other website promotions included a Denverpost.com online banner intended to provide 250,000 total impressions during a seven day duration prior to the event. Also our new media sponsor, LatinLifeDenver.com
homepage banners provided 275,000 total impressions from three different links that featured images,
an entertainment link, a video link and an e-newsletter link for the event. Post event LatinLifeDenver.com
posted over 300 event photos. All television and radio media sponsors, in addition to their PSA’s, provid-
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM
2012 Media Coverage
ed links to the CincodeMayoDenver.com website from their home websites. The official travel and visitor
bureau of Denver Colorado, Visit Denver, at Denver.org featured the event on an exclusive web page with a
map, event info and a link to our website.
Going Viral! Media sponsor Free Speech TV made a significant contribution to the event by streaming the
parade and the event live on their home site. They also provided live links which Channel 7, CincodeMayoDenver.com, Jammin 101.5, Sambos Illimani and others used to stream the parade live.
Newspaper and Magazine
Many print media sponsors provided either advertising space or featured articles. These companies and
their contributions included;
The Denver Post - provided 120” total column inches for ad placements. In addition they prominently featured the event in articles both printed and online;
http://photos.denverpost.com/mediacenter/2012/05/photos-cinco-de-mayo-parade-and-festival-in-denver/34939/#8
http://www.denverpost.com/breakingnews/ci_20558358/denver-cinco-de-mayo-fills-park-fun-tradition
La Voz Bilingue - provided various 1/4, 1/8, 1/2, and full page posts featuring Cinco de Mayo, Un Toque de
Mexico and Green Chili Bowl Cook Off ads in April and
May. La Voz also provided post event coverage with a
beautiful full page, full color report with photos and an
article; http://www.lavozcolorado.com/detail.php?id=6396
Rocky Mountain Cruzr Magazine - provided full page ad
coverage in their April edition.
Westword - featured a 24 piece photo spread on their
website; http://www.westword.com/slideshow/cinco-de-mayo-atcivic-center-park-36741896/#24
Viva Colorado - Featured the Jammin 101.5 Chihuahua Races;
http://photos.vivacolorado.com/2012/05/photos-cinco-de-mayo-chihuahua-races/1049/
Bus Shelter Billboards
Newsed purchased 27 - 4’ x 6’ bus shelter billboard panels that were strategically placed throughout the
Denver Metro area and outlining suburbs. The panels reached 25% of the Denver market. The panels were
placed in highly trafficked areas, they were in full color and in place a total of 30 days prior to the event.
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM
2012 Media Coverage
Posters
500 11” x 17” full color, printed and distributed throughout the Denver Metro and Aurora areas. The posters
were also distributed through Tecate delivery stops at bars and liquor stores.
Palm Cards
5,000 4” x 6” full color, double sided, printed and distributed
throughout the Denver Metro and Aurora areas. A fourth of
the palm cards were individually distributed to the crowds
on April 1st during Open Day for the Colorado Rockies.
Event Guides
10,000 fold out, full color, double sided, printed and distributed during the event and available at beverage stands. The
event guide was also available for download on the CincodeMayoDenver.com website 2 weeks prior to the event.
E-Newsletter
A Cinco de Mayo featured e-newsletter was sent out to NEWSED’s database 4 times prior to the event
through Constant Contact reaching approximately 6,800 emails.
Press Releases
A press release was sent out 3 weeks prior to the event to NEWSED’s media contact list which alerts over
250 outlets throughout and outside of Colorado. The press release was also available for download to the
media on CincodeMayoDenver.com.
Facebook
Facebook updates occurred regularly throughout the month of April and before the event in May. Page
“Likes” more than doubled over last year, currently the Cinco de Mayo “Celebrate Culture” Festival page has
more than 650 likes. Facebook was used continuously to promote
the event through video postings, logo placements, event features,
volunteer recruitment and more.
Word of Mouth
As evident by the number of return visitors, the Cinco de Mayo Festival has become popular by word of mouth. There are many factors
that contribute to building “word of mouth” including; longevity,
affordability for families, variety of vendors both food and non food,
a strong entertainment component and a variety of unique festival
features like a carnival, green chili cook off, special sponsor attractions and more.
FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM