Sponsorship Opportunities Fat Tuesday, March 4, 2014

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Fat Tuesday, March 4, 2014
Sponsorship Opportunities
About Mardi Gras in the Gaslamp
Nightlife USA
The party that San Diegans know and love will return to 5th Avenue on Fat Tuesday,
March 4th, 2014 and will bring back the performers, parade, and spectacle that set the
standard for San Diego’s nightlife and entertainment. Exciting and enticing stage and
street performances with new energetic groups will bring the WOW factor to this event
like never before. This year’s theme will be Nightlife USA and on Fat Tuesday Gaslamp
Quarter Mardi Gras will be bringing the nightlife of all the great party cities to San Diego.
Across the United States there are cities known, and flocked to, for their dynamic and
unique nightlife. These popular travel destinations and favorite nightlife locales include
Miami, Florida; New York, New York; Las Vegas, Nevada; Hollywood, California; and of
course, the beautiful Historic Gaslamp Quarter of San Diego, California. Gaslamp Quarter
Mardi Gras 2014 will play on the themes that are associated with each of these favored
nightlife cities and incorporate them to create five different and unique venues along 5th
Avenue. To tie the overall event venue together as one fluid event, 5th Avenue will be lined
from E Street to K Street with entertainment platforms. These platforms will be utilized by
different performers matching the theme of the area the platforms are located.
A City in Every Block
Celebrating the lustful fun of Las Vegas, the raging heat of Miami and the celebrities of
Hollywood! Each block within the event venue will feature a stage just off 5th Avenue
that will feature live DJ entertainment with an intense sound system, and a vibrant lighting
and LED treatment. Each city themed venue will be host to a large raised platform where
an elaborate themed float, detailing the theme of the area, will sit stationary with a large
bar built around it at the base. Expert float builders will create the most eye catching floats
around. Entertainers and dancers will perform on themed stages and throw beads out to the
crowd creating high energy excitement.
The Return of the Mardi Gras Parade
The night will hit its peak as the music fades and stages go dark. A roar of music beings
to play in unison down 5th Avenue tantalizing guests for what is to come. The lights will
begin to move and draw focus down 5th Avenue. The Gaslamp Quarter Mardi Gras parade
is back! At the top of 5th Avenue and E Street a ‘Second Line’ type Mardi Gras parade
begins to erupt in sound and visual splendor. The ‘Second Line’ parade will lead of the
annual Mardi Gras in the Gaslamp Parade with multiple music groups, roving performers
and acts that will consist of over a hundred people. This ‘Second Line’ Parade will roll
from 9:00 PM to 9:30 PM to hype up the crowd for the floats and to tie in a traditional New
Orleans parade performance staple. Following the ‘Second Line’ will be the extravagant
Mardi Gras in the Gaslamp Parade of floats. Kicking off the parade of floats will be a
famous Grand Marshal, just like in New Orleans! We will recruit a famous actor, actress
or San Diego celebrity, to start the parade and get the viewers pumped up for what is to
come! From 9:30 PM to 10:30 PM over 25 floats will roll down 5th Avenue displaying
their owners unique designs bringing the energy back to 5th Avenue.
Event Demographics
Mardi Gras in the Gaslamp Quarter is San Diego’s best known street party. The audience
at the event is primarily male, between the ages of 20 and 40. The audience comes from zip
codes close to San Diego’s Downtown, Uptown, and beach neighborhoods.
Fat Tuesday, March 4, 2014
Entertainment Galore!
In the works for 2014!
The Best San Diego and regional DJs and electronica music: As always Mardi Gras will feature some of the best regional and national DJ talent. DJ
Sanjay, DJ Theron and DJ Artistic from San Diego, DJ Chris Clouse from San Francisco are just some of the regional DJs that may perform. In addition,
Pretty Lights, Audrey Napoleon, Girl Talk are just some of the exciting DJ lineup that may perform.
Roving Entertainment/Platform Entertainment (down the parade route): Roving entertainers will be themed to the various areas, so “Lady Liberty” will
stroll the streets of New York and showgirls will stroll the streets of Las Vegas!
Show Girls: Ornately dressed show girls will light up this Las Vegas venue with sensual dance moves to get hearts pumping. Show girls will be on stilts
for elevated visibility.
Acrobatic Cirque Performers: Performing insane stunts and unbelievable bends these acrobatic performers will rival the performers of Cirque du Soleil
and will represent the dramatic show scenes of vibrant Sin City.
Acrobatic Performance to DJ: A dynamic acrobat performance will meld with the beats and interact with the LED lighting effects to create a spectacle
of movement and energy.
Elegant Stilt Walkers: Stilt walkers dressed in tuxedo outfits will highlight the elegance and sophistication of the Hollywood scene. These stilt walkers
will roam throughout the Hollywood venue and also on the streets of the Gaslamp Quarter attracting guests to come check out Hollywood.
Samba Dancers: The rhythm will pump through your heart as the Super Sonic Samba School dons elaborate costumes and wow you with energetic
Samba moves.
Capoiera Dancers: The block will heat up with this mix of dance and martial arts moves brought to you by Capoeira Brasil.
Pink Flamingo Stilt Walkers & Acrobats: Legs of pink feathers will tower overhead as stilt walking flamingos cruise through the Miami block along with
teams of playful flamingos performing acrobatic stunts and tricks.
Chris Rubio Productions: These street drummers will create a rhythm for the city that will stop everyone in their tracks as they turn ordinary items into
dynamic musical instruments.
Graffiti Art: Live graffiti art will cover a 24 foot x 24 foot surface of this block and as the event progresses attendees will see a masterpiece of San Diego
art come to life.
Glow Performers: Glow performers will celebrate the color and vibrancy that embodies San Diego. Performers will roam between all five venues as well.
Breakdancers: This high energy hip-hop group will mix in stunting and acrobatics creating a fresh, funky, and fun environment.
Fire Dancers: New York will bring the heat with twirling flames and fire spectacles brought to you by stilt walkers and walkabout acts.
Broadway Go-Go Dancers and Street Performers: Four talented groups will act out their own adaptation of scenes from well-known Broadway musicals.
These takes on the beats of Stomp, the wizardry of Wicked, the power of Rent and the ferociousness of Cats will bring the energy of New York to the
streets of the Gaslamp Quarter. These performances will maintain the essence of the original piece, but will be morphed into clubbed up variations fit
for San Diego nightlife.
Pussycat Dolls: A sensual dancing performance by the Pussycat Dolls will bring an element of sex appeal to the ever-so-sexy Hollywood scene. With
exciting costumes and world-class moves, this act will be a show-stopper.
Celebrity Stilt Walkers and Go-Go Dancers: Marilyn Monroe, Cher and Madonna will join the party in their own way. Celebrity impersonators on stilts
will cruise by over ahead reminding everyone they are from the city of superstars.
Kryoman: A giant animatronics feature will be brought in to roam between the five venues. This is not an ordinary, run-of-the-mill robot as it combines
every major special effect in modern club culture bringing them together to create the most iconic figure in dance music to date.
50 Ft Puppet: A dramatic 50 foot Chinese Dragon-esque puppet will be created and painted with scenes from the five different cities that will be featured
at Gaslamp Quarter Mardi Gras. This dragon will roam through and between the venues connecting the cities together to create one hot party. Guests will
be intrigued to check out all of the different venues as they are given a sneak peak of the enormity of the production as this oversized creature passes by.
Gaslamp-Wide Venue
Mardi Gras Fun Map 2014
E Street
PARADE
BAR
BAR
Broadway
F Street
BAR
LLYWOOD
HO
BAR
G Street
Island Ave
BAR
VEGAS
LAS
BAR
VIP

 


J Street
BAR

Market Street
BAR
BAR
AMI
MI

K Street
L Street
BAR
= Merchant Check-In
= Hollywood Themed Party
= EMT
= Miami Themed Party
PARADE = Parade Staging
= Las Vegas Themed Party
= Parade Route
= Small DJ Stage
 = Vendor Booths
= Restrooms
VIP
= VIP Area
= GoGo Dancers
7th Ave
= Bar
6th Ave
5th Ave
4th Ave
= Entrance/Exit
Past Experience
McFarlane Promotions, Inc.:
Laurel McFarlane began McFarlane Promotions, Inc. in 1994 as a small company with a
dream to turn ordinary events into extraordinary events. Today, almost two decades later,
McFarlane Promotions, Inc. is responsible for coordinating the majority of Southern
California’s largest publicly attended festivals, events and block parties. In addition
to public events, McFarlane Promotions, Inc. is San Diego’s most sought after event
coordinator to an elite private and corporate clientele.
McFarlane Promotions has produced the Fiesta Old Town Cinco de for six years for the
Historic Old Town Community Foundation. The 2013 event garnered record-breaking
numbers for attendance with over 200,000 people visiting the Historic Old Town San
Diego as well as record-breaking earnings for the non-profit over this two-day event.
The Chula Vista Centennial Celebration was a one-time celebration of the Centennial
for the City of Chula Vista at the Olympic Training Center in Eastlake. McFarlane
Promotions, Inc. was hired by the Mayor of Chula Vista to conceptualize the event and
to coordinate all logistics The expected attendance for this event was 10,000; however,
actual attendance exceeded well over 30,000 and was in large part due to the advertising
and media plan run by McFarlane Promotions, Inc.
The San Diego LGBT Pride Parade & Festival is one of the largest events in San Diego
County, as well as the largest Gay Pride Festival on the west coast. For the past two years,
McFarlane Promotions, Inc. has coordinated the production for the Saturday parade and
the weekend long festival, which attracts over 250,000 attendees.
McFarlane Promotions, Inc. worked with the City of San Diego, as well as the Balboa
Park Committee throughout the entire permitting process and in getting the approval of
new additions to the event.
Fat Tuesday, March 4, 2014
Social Media Breakdown
2014 Gaslamp Quarter Mardi Gras will have a large social
media presence before, during and after the event. Below is a
breakdown of all aspects of the social media campaign.
Fat Tuesday, March 4, 2014
Social Networking:
• Promotion of event on the following social media networks:
o McFarlane Promotions, Inc. Facebook Page (3,200+ fans); Twitter Page (1,800+ followers); and
Instagram (250+ followers).
• Event will be on Facebook Page featuring event logo and information and guests are invited to attend the event.
• Two daily posts will begin one month prior to the event on Facebook, Instagram and Twitter to feature event details linking sponsors,
entertainers, parade participants and restaurants/bars, etc.
• Facebook and Twitter feeds to be featured on homepage of www.sdmardigras.com.
• Contests will be featured on Facebook, Instagram and Twitter profiles centered around sponsors, event details and facts about the event
in the forms of interactive questions, photos, facts, etc. These contests will be promoted through email blasts, social media and through
media partners to encourage maximum exposure and participation.
• Partnering with industry, influential bloggers will run contests for tickets on their websites and utilize social media networks to the
promote event.
• Hash Tags will be created for the event and its sponsors to use in social media posts.
• Facebook, Instagram and Twitter posts will be tagged with corresponding sponsors.
• Facebook, Instagram and Twitter posts will promote happy hours with sponsor specials and products highlighted.
• Event blogs will feature hyperlinks, photos and additional information on event and its sponsors.
• McFarlane Promotions, Inc. email blast will be sent with sponsor logo inclusion, and will feature a Facebook contest. Email blasts are
shared through Facebook and Twitter networks allowing for custom text and non-subscribers to view it.
• Promotional videos will be created about event and sponsors will be featured on McFarlane Promotions YouTube.com channel and
promoted through email blasts, Facebook and Twitter posts.
• Screens will be featured during the event to display real-time tweets from Twitter profiles featuring official event hash tags.
• A contest will be run during event on the Instagram and Twitter profiles to engage and interact with attendees. The contest will
showcase sponsor’s products in relation to questions or challenges.
• Facebook advertisements will drive traffic to the event website and Facebook profile prior to the event, as well as amplify content by
increasing reach and ultimately boosting engagement across the entire page.
Social Media with Media Partners:
• Radio stations will promote the event via ticket giveaways on Facebook and Twitter profiles.
• Print & web partners will showcase posts with event details including entertainment, sponsors, parade participants, and more on their
Facebook, Instagram and Twitter profiles.
o Print & web partners may include: DiscoverSD.com, Just My Ticket, Locale Magazine, Pacific San Diego Magazine,
San Diego CityBeat, San Diego Magazine, San Diego Reader, Wild at Work, Yelp.com and more.
• Work with radio and media partners to host a contest on their websites with banner advertisement, email blast and social media support.
• Work with local colleges including, but not limited to SDSU, USD, UCSD, Point Loma Nazarine and more to promote the event
through social media and host contests.
Beer Sponsor $20,000 (one available)
The Beer Sponsorship level offers exclusive branding sponsorship
recognition, which includes:
• Designate your company as the exclusive premier and beer sponsor for Mardi Gras.
• Exclusive signage in the event venue and all other areas controlled by Mardi Gras and Tickled
Pink Productions.
• Company name and logo will receive prominent signage throughout the event venue, depicting
the name of your company as well as logos, including backdrop stage signage or Logo and brand
on LED, around stage signage, signage on parade route, signage around the fencing of the event
and at the entrance of the event. (signs to be provided by company two weeks prior to each year’s
Mardi Gras).
• Company name in all promotional mentions including coverage in: TV spots, radio to include;
Channel 93.3, 101.5 KGB, Star 94.1, Rock 105.3, KISS 95.7, XTRA, KOGO, 91x, Jammin’Z90.3,
Magic 92.5, 105.7 The Walrus, Jack FM, 760 AM, Easy 98.1, KyXy 96.5, FM 94.9, Energy
103.7, Radio Latino and 102.1FM KPRi.
• Company name and logo in all promotional newspaper/magazine mentions including; Full and
½ page ads in the following: Pacific San Diego Magazine, Downtown News, Community News,
San Diego CityBeat, San Diego Reader, Navy Dispatch, etc.
• Company name and logo in all promotional material including press releases, calendar notices,
media alerts and all press kits.
• Company name and logo displayed in participating bar and restaurant locations.
• Company name and logo to be listed on all print collateral materials including, but not limited
to the following:
Flyers - 30,000 Tickets - 5,000 Posters - 200 Event Program -7,000 • Company name to be listed as a sponsor on all web elements for the event.
• Gaslamp Quarter Mardi Gras would have the ability to have beer for sale along with the two
liquors for sale with mixes at the event.
• Company’s product or name to be highlighted at the event and in all participating restaurants/bars
during the event (over 25 accounts).
• The opportunity to have your product highlighted at the pre-event radio promotions with 2
Gaslamp Quarter venues.
• Opportunity to have signage on bars. (Signage to be provided by your company.)
• Sponsor and related product logo(s) will be included in any earned media coverage resulting
from the promoter’s promotional activities.
• The opportunity to highlight or sell your product at Venue.
• Option to place advertisement or coupon with-in the event app.
• Opportunity to have a banner ad on the event website.
• Provide the sponsor the rights to use the official Gaslamp Quarter Mardi Gras logo in all sales
and marketing support materials.
• Opportunity to have a banner ad in an e-blast to over 12,000 recipients promoting the event.
• Opportunity to highlight product in a television segment promoting the event.
• Experiential Area: Sponsor will have one designated area in a mutually agreed upon location in
the event site area that will be a designated “Experience Zone”. (The location of the experience
zone will be agreed upon by both promoter and sponsor pending event layout. Any additional
expenditures caused by the creation of the sponsor’s experiential area will be paid by sponsor).
• Provide 100 general admission tickets and 50 VIP tickets to the event.
• First right of refusal for 2015 Gaslamp Quarter Mardi Gras.
Fat Tuesday, March 4, 2014
Beer Sponsor Agreement
Beer Sponsor to provide:
Fat Tuesday, March 4, 2014
• $20,000 dollars in addition to cups, back stage and VIP product.
• Sponsorship payment due no later than February 4, 2014.
• All event signage.
• Activate one interactive area within the Gaslamp Quarter MardiGras footprint to create an experience for event goers.
(Area can be 100’ x 50’ or 200’ x 50’, is produced at the cost of sponsor and must be agreed upon between promoter and
sponsor).
• Pay for or provide one full page, full color inside cover advertisement and/or one dedicated email blast from Pacific San
Diego Magazine or another popular San Diego publication (must be agreed upon between promoter and sponsor).
• 30,000 wristbands in one color and 10,000 wristbands in another color.
• Support the event in liquor stores and grocery stores.
All terms and conditions accepted by Beer Sponsor:
Signature:_ ___________________________________________________ Date:_________________________________________
Please print name:_____________________________________________________________________________________________
Company Name:_______________________________________________ Title:_________________________________________
Address: ____________________________________________________________________________________________________
Email: ______________________________________________________________________________________________________
Phone:_______________________________________________________ Fax:__________________________________________
All terms and conditions accepted by McFarlane Promotions, Inc.:
Signature:_ ___________________________________________________ Date:_________________________________________
Please print name:_____________________________________________________________________________________________
Company Name:_______________________________________________ Title:_________________________________________
Address: ____________________________________________________________________________________________________
Email: ______________________________________________________________________________________________________
Phone:_______________________________________________________ Fax:__________________________________________
Please return this form to Laurel McFarlane at McFarlane Promotions, Inc. via email to
laurel@mcfarlanepromotions.com or fax to 619.233.0898