Corporate Partnerships The Malvern Spring Gardening Show

Corporate Partnerships
The Malvern Spring Gardening Show
“A Place to Reflect”
Ann Steed & Ian Morrison, Graduate Gardeners Ltd, Stroud
RHS Gold Medal & Best in Show 2012
Front cover garden:
‘A Garden For Life’, Stuart Gibbs, Graduate Gardeners Ltd, Stroud
RHS Gold Medal & Best in Show 2011
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© Malvern Hills District Council
About Us
Malvern Spring Gardening Show
Thursday 9 – Sunday 12 May 2013
The Malvern Spring Gardening Show is a partnership with
the prestigious Royal Horticultural Society, the world’s
largest gardening charity.
HRH The Princess Royal joined
our 25 year celebrations in 2010
The Three Counties Showground
The Three Counties Showground, a 90
acre site at the foot at the magnificent
Malvern Hills, is owned by the
Three Counties Agricultural Society
(Herefordshire, Gloucestershire and
Worcestershire).
With a unique heritage that dates back to 1797, The
Society is a registered charity committed to promoting
agriculture, horticulture and arboriculture across the
three counties.
The Showground, purchased in 1956, now provides
vibrant, innovative events and hosts exhibitions,
equestrian and canine shows, sales, fairs, festivals and
rallies. It contributes substantially to the local economy,
to the tune of £35 million a year.
The first major national RHS show of the year, Malvern has developed an enviable reputation as one of the
finest annual gardening shows. The show attracts a national audience of gardening enthusiasts and is a
unique way to reach an affluent and influential audience.
2013 sees the 28th show hosted in Malvern
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86,000 visitors
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BBC Gardeners’ World (30 minutes) televised from the show
on the Friday night (2.2 million viewers)
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Ticket prices: £38 (Gold Day, Thursday), £21.50 Friday,
£18 Saturday & Sunday
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Average spend £96
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Gardening expertise from Chris Beardshaw, Carol Klein and James Alexander-Sinclair
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30 acres of gardening paradise
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Show Gardens range from 24 square metres to 500 square metres
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Limitless design and construction budgets for Show Gardens, from £3,000 to over £70,000
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For 2013: 9 Show Gardens and 6 Theme Gardens inspired by ‘A Celebration of Cycling’
7,000 square metre RHS Floral Marquee
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100 top nurseries
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80% RHS Gold or Silver Gilt Medals
New event for 2013: Malvern Sportive
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Celebrity Gardeners
Monty Don & James Alexander-Sinclair
recording for BBC2 Gardeners’ World
Our show frontman and fount of
knowledge, Chris Beardshaw
Britain’s best known gardener,
Alan Titchmarsh, at the show
Rachel de Thame & Joe Swift
recording for BBC Gardeners’ World
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Welcome
Join us at the Malvern Spring Gardening Show
Our aim at Malvern is to produce a dynamic show and top quality visitor experience.
We are keen to be seen as an innovator by offering a unique platform from which to showcase the best of horticulture to our
large and discerning audience whether people come to the show itself, read about us in the press or see us on television.
Furthermore, to ensure a healthy future for gardening, we support up and coming designers and introduce gardening to
younger generations.
As the first major Royal Horticultural Society show of the season, we set the standard.
Please take a look at our partnership opportunities and find out how you can benefit from aligning your business with our
brand. We pride ourselves on our can do approach so if you want to create a show garden or sponsor anything from our
flagship Floral Marquee to our car parks, we will do everything to ensure you achieve your objectives.
We would be delighted to welcome you on board, so please get in touch to find out more.
Ken Nottage
Chief Executive, Three Counties Agricultural Society
Our RHS Partner
The Expert’s View
Malvern Spring Gardening Show is the
UK’s first major gardening show of the
season, with a reputation for horticultural
excellence and innovation, and a charm all
of its own.
Malvern Spring Gardening Show has undoubtedly established
itself as the marker that the gardening season is in full swing.
As a sponsor you’ll have access to a highly
affluent audience, and thousands of real
gardeners looking for the very latest
design, inspiration and products.
Stephen Bennett
RHS Shows Director
The show manages to appeal to a very broad and diverse
range of visitors as well as exhibitors who can be anything
from newly emerging talent to internationally renowned
garden exhibitors.
In addition the real and less visible strength of the show is its
ability to reach out to local and regional community groups so
the show lives on far longer than the four days each May.
Chris Beardshaw
Award winning garden designer & TV presenter
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Premium Highlights
rdens
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RHS Malvern Floral Marque
RHS Malvern Floral Marquee
Plants & People Theatre
Show Gardens & Theme Ga
Thousands of colourful blooms from over 100 top
British nurseries are displayed to be admired and
bought in the RHS Malvern Floral Marquee.
Our special and very popular theatre located in the
heart of the Show Gardens Arena is used for celebrity
talks and demonstrations.
The Floral Marquee is a flagship attraction at the
Show and is available for exclusive hospitality
including a preview Gala Evening with champagne
reception and celebrity host.
Available to sponsors to use as creatively as they wish
for product launches, exclusive celebrity events or
special staff days.
An inspirational collection of Show Gardens covering
3.5 acres including multi-award RHS medallist Peter
Dowle’s Woodland Retreat, a Cornish coastal garden
and an old boatyard.
Themed Gardens are dedicated to a ‘Celebration of
Cycling’ and showcase anything from a 100 year old
Provence cyclist café break to Parisian Stage 21 of the
Tour de France.
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More Show Highlights
NEW
Plant Pavilions
Allotment Theatre
Landscaping Live
RHS Botanical Art
The place to buy plants
from top nurseries which
include a garden as part of
their displays.
Mark Diacono of River
Cottage fame and Reg Moule
host a programme of daily
talks on ‘grow your own’.
Demonstrations and
professional landscaping
advice.
A gallery of top quality
botanical art that includes
the work of overseas
exhibitors.
Food & Drink
Elgar Parade
School Gardens
Discovery Zone
A range of refreshment
outlets are available
around the site.
Premium quality shopping
available in the Elgar
Parade.
Fourteen charming
school gardens in 2012
included an Elizabethan
knot garden and Victorian
backyard.
Fun workshops with Bugs
& Beasties and the RSPB,
and a feature garden based
on the books ‘Varmints’
(Helen Ward) and ‘The
Flower’ (John Light).
BBC 2 Gardeners’
World
A 30 minute episode
of Gardeners’ World is
recorded at the show.
Country Living
Pavilion
Original artwork, home
accessories and more
displayed by independent
designers and artisans in
the Country Living Pavilion.
Malvern Sportive
Sunday 12th May only - 500
cyclists will set off on 50km,
100km and 160km routes.
Exciting new event.
Celebrity Guests
Malvern Spring attracts
many keen gardeners
including previously Carol
Vorderman and others.
s. Ask us how.
Engage with our audience
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RHS Malvern Floral Marquee
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Press & Marketing
Media
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A broad spread of consumer, trade & technical and online media including
RHS The Garden (400k plus), Horticulture Week, The English Garden, Country Living,
BBC Gardeners’ World, Homes & Gardens
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National and regional print media including The Times, The Telegraph, The Independent,
You Magazine (Mail on Sunday)
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Local, regional and national broadcast media including 30 minute prime time
BBC 2 Gardeners’ World (viewing audience 2.2m)
Marketing
NEW Ticketing System for 2013
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Green4 ticketing system intended to drive an increase in visitor numbers
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Data capture to ensure sophisticated customer relationship management and allow
opportunities for sponsors to communicate directly with visitors via email and on tickets
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Unique opportunity to reach into a previously untapped market
Online 2012
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Spring Gardening Show was the most viewed area of threecounties.co.uk
(257,000 page views)
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7,000 referrals from rhs.org.uk
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Direct mail to combined Three Counties & RHS database of 55,000
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Targeted eshot to 30,000 (10,000 Three Counties & 20,000 RHS): 35% CTR
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New for 2013: Promotion to 3,000 RHS affiliated societies
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New ticketing system will drive significant growth in online engagement with audiences
ensuring measureable return on investment metrics
Offline
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Programmes sold online and on site at £4 each
Demographics*
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86,000 gardening enthusiasts
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80% ABC1 (65% AB)
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85% 45 years +
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67% female & 33% male
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Average age 56 years
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Average household income £47,000
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Average spend £96
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Dwell time on site 6 hours
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Visitor location: 36% West Midlands, 24% South/South West,
10% Wales
*Source: Vivid Interface Ltd conducted research on site in 2010. New research in 2013.
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Investment Opportunities at the Show
“The Malvern Spring Show always marks the beginning of summer. The
show gardens are full of colour, the shops and restaurants buzz with
busy people and the floral marquee throbs with the mingled scent from a
thousand flowers. The trees across the lower slopes of the Malvern Hills
are glittering with new leaves and the huge skies are (often) clear blue we are, after all, at the most beautiful showground in Britain. It’s May, its
Malvern and all is well with the world.” James Alexander-Sinclair
Partnership with Malvern Spring Gardening Show offers powerful
brand association with a loyal audience: 80% of visitors are likely
to recommend the show to others and to return themselves.
Enjoy access to affluent consumers and reach into new markets.
Packages for £100,000 + VAT
Title Sponsor
Packages for £50,000 + VAT
RHS Malvern Floral Marquee
Benefits
Premium Benefits
Benefits negotiable according to level of partnership.
Please talk to us about bespoke packages.
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Photo calls with celebrity involvement
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Complimentary tickets for special clients
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Naming rights
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Hospitality
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Branding and signage
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Logo on You are Here boards
Gala Previews/VIP evening
receptions with celebrity involvement
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Logo on entrance tickets
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Business breakfasts and luncheons
Packages for £10,000 + VAT
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Trade stand
Engaging with Visitors
Themed Show Gardens
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Product offer to advance bookers (30,000)
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Data capture
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Product offer to RHS members (400,000)*
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Direct sales
Packages for £5,000 + VAT
Discovery Zone (Children’s area)
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VIP tickets for clients/guests
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Promotion
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Staff passes
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Brand awareness
Facilities including Car Parks, Catering & Rest Areas
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Product offer to Three Counties’ members (2,000)
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Profile building
Plant Crèche and Porter Service
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Editorial in Members’ News
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New product launches
Staff Uniform (300)
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Leaflet distribution at show
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Specialist workshops
Signage and map
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Big screen and plasma screen advertisements
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Goody bags
Show buggies
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Advertisement in show programme
Show Programme
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Competitions
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Editorial in marketing activities including website,
Facebook, Twitter and show programme
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Fundraisers
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Press releases
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Auctions
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Celebrity events
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Post event offers to ticket buyers
Packages for £20,000 + VAT
Show Gardens & Show Garden Arena Theatre
RHS & Three Counties Members Pavilion
Meeting Point
Big Screen and 10 plasmas
You Are Here boards
Photo: © Andrew Lawson
Opportunities & Benefits
* Subject to agreement of RHS
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KEY SPONSORSHIP OPPORTUNITIES
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Premium Sponsorship Opportunities
A
A. RHS Malvern Floral Marquee
B. Show Gardens & Theme Gardens
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C. Plants & People Theatre
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More Sponsorship Opportunities
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1. Wye Hall
Three Counties
Centre
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(Includes Food & Wine)
2. Gardeners’ Shopping Pavilion
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(Includes Allotment Theatre)
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3. Avon Hall
(Includes Floral Art)
4. Plant Crèche
5. Landscaping Live
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B
6. Meeting Point
7. Elgar Parade
C
8. RHS & Three Counties Members Pavilion
9. Discovery Zone
Along with
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Facilities
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You Are Here Signs (x10)
(Includes Car Parks, Catering & Rest Areas)
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“Around The Table”
Jody Lidgard, Bespoke Outdoor Spaces, Harleston, Norfolk
RHS Silver Medal 2011
Contacts
Suzy Hillier, Commercial Manager
suzy@threecounties.co.uk
Olivia Buxton, Sponsorship Coordinator
01684 584918
olivia@threecounties.co.uk
Three Counties Showground, Malvern, Worcestershire WR13 6NW
©Three Counties Agricultural Society 1997-2013 | Registered Charity No 511868
01684 584909