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PAELLA FOR THE WORLD Presents
A 3-City “Taste of Spain” and Celebration of Spanish Culture, Paella and the Mediterranean Diet
Florida Paella Festival (St. Augustine) - 9/5/15 Alliance Member of the St. Augustine 450th Commemorative Celebration
New Jersey Paella Festival (Jersey City) - 9/19/15
California Paella Festival (Los Angeles) - 10/3/15
TABLE OF CONTENTS
• Welcome Potential Corporate Partner 3
• Introduction 4
• Event Summary 5
• The Audience 6
• Why Sponsor? 7
• Sponsor Benefits 8
• Sponsorship Levels 9
• Logo Placement Example 10
• Benefits Chart 11-12
• Community Partners 13
• St. Augustine 450th Commemoration 14
• The Event Cities 15
• Media Coverage (2014) 16
• Event Beneficiaries 17
• Paella and the Mediterranean Diet 18
• About Paella for the World 19
• Next Steps 20
• Contact Information 21
WELCOME
SUMMARY AND SPONSORSHIP OPPORTUNITIES
As a Corporate Partner, you will be provided with an opportunity to participate in an exceptional multicultural festival and have a choice
of taking advantage of branding and exposure in one market or in all three markets, and reach thousands of people who appreciate culture, fun and great food.
COME INSIDE AND HAVE A “TASTE” OF HOW YOUR COMPANY CAN PARTICIPATE 3
INTRODUCTION
In October, 2014, Paella for the World , in coordination with the New Jersey Restaurant Association and the American Academy of Gastronomy, produced the inaugural New Jersey Paella Festival at the prestigious Culinary Arts Institute of Hudson County Community College in Jersey City. The festival was (and is) the only event dedicated to promoting Spanish cuisine and the commercialization of the Mediterranean diet products in the Garden State. On October 25th, State Assembly Speaker Vincent Prieto along with Assemblywoman Angelica Jimenez, introduced a resolution to designate October 25, 2014 as “New Jersey Paella Day.” The event was such a big success that Paella for the World has decided to produce festivals in two other states in 2015 … Florida (St. Augustine) and California (Los Angeles) and enhance things to make the events more of a celebration of Spanish culture and all of its customs and have activities including music, dancing, pageantry , color and of course … great paella and food! As an added bonus for sponsors, Paella for the World is an Alliance Member of the St. Augustine 450th Commemoration , and the Florida Paella Festival will be included in the schedule of “Celebrate 450!” … an epic 5-day event commemorating America’s beginning. The Festival will have a standalone presence on Saturday, September 5th. The blueprint of a true, all-day festival will give our Corporate Partners a tremendous experiential opportunity to engage, sample, sell and brand their products and services to a captive audience and diverse demographic in one, two or all three markets … including the #1, #2 and #48 DMA’s in the country.
New Jersey Paella Day Proclamation 4
EVENT SUMMARY ⇨ CITIES & DATES:
Florida Paella Festival - Saturday, September 5, 2015 – St. Augustine, Florida (Site TBD)
New Jersey Paella Festival – Saturday, September 19, 2015 – Jersey City, New Jersey (Liberty State Park – Tentative)
California Paella Festival – Saturday, October 3, 2015 – Los Angeles, California (Site TBD)
⇨ AUDIENCE:
Broad, multicultural demographic
Average demographic for a food & wine festival (see “The Audience” slide)
Draw from the Jacksonville, New York/New Jersey and Los Angeles DMA’s
“Industry” audience of: Restaurant owners, chefs & sommeliers; Mediterranean diet products importers, distributors and the on and off trade; Food & tourism journalists, bloggers & photographers; Wine & tourism consultants, educators, guides & experts; Hotel owners; Tour operators & travel agents specialized in food, wine & culinary tourism; Doctors, dieticians and nutritionists; Public officials representing Tourist Boards, Chambers of Commerce and Local Government Officials.
⇨ FOCUS:
A positive venue to showcase the rich and proud heritage of the Spanish culture.
A celebration of culture, where patrons and participants immerse themselves in the cuisine, art, music and dancing of the Spanish culture.
Commitment to Community :“Giving Back” to our military veterans; Creating scholarships for students of Gastronomy; Promote the consumption of seasonal fresh fruits, vegetables and other products from the Mediterranean diet among low-income families.
Provide our Corporate Partners with a venue and platform to not only showcase their brands, products and services to a targeted audience of thousands, but to promote their Diversity, Inclusion and multicultural corporate initiatives.
⇨ FESTIVAL HIGHLIGHTS:
Paella Cook-Off Competition and Wine Tastings
Workshops where famous chefs from Spain will teach how to prepare authentic Paella Valenciana
Samplings of olive oil and other products related to paella and the Mediterranean diet
“Spirit of Gastronomy” Photo Contest
Entertainment, including music, flamenco dancers, color, costumes and everything “Spanish.”
Unique Positions and interactive sponsored “Areas” thanks to our corporate partners
⇨ FOR SPONSORS:
Media-rich branding before the Festivals
Highly-targeted marketing plan fusing PR and Social Media
Experiential Branding at the Festivals
Brand Visibility during and after the Festivals 5
THE AUDIENCE Standard Food & Wine Festival Demographic
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• Multicultural: Attendance is a diverse mix of food, wine and culture enthusiasts, with a strong marketing emphasis to the Hispanic Community.
• Attendee median age: 25-54 years old
• 65% of ticket purchasers are females, while event attendance is split 50/50.
• 60% of attendees have an annual household income of over $75,000
• 75% own a home
• Is seeking financial goods and services such as mortgages, life insurance, and investment advice.
• Consider themselves connoisseurs of fine wine and food
• Dines out five to seven times per month at a fine dining establishment
• Frequently cooks and entertains at home for large dinner parties • Average distance traveled to the Festivals: 31 to 75 miles
WHY SPONSOR?
• Opportunity to get in on the ground floor as a “Founding Partner” of what will become a series of annual festivals in the initial three states … and help us grow and expand into other markets in future years thanks to your partnership, support and commitment.
• Festivals will receive a tremendous amount of positive pre-event, on-site and post event MEDIA COVERAGE and your company will be able to capitalize on that.
• Promote products and services directly to thousands of festival patrons:
– Generate retail traffic, generate business back
– Sample product
– Build digital direct-marketing database
– Provide platform for social media campaign
– Turn-key activation ideas
• Pre-event marketing and PR to build brand awareness
• Custom developed, targeted promotions to drive pre-event consumer interaction.
• Unique Position sponsorship increases pre-event messaging and on-site visibility.
• On-Site hospitality - entertain/reward: clients, vendors, partners, employees.
• Promote your company’s commitment to diversity and leverage your multicultural initiatives … especially your Hispanic marketing programs.
• Partner with and support an organization who’s mission is to increase the consumption of products from the Mediterranean diet, which according to the United Nations is the healthiest diet in the world. 7
SPONSOR BENEFITS
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POSITION
• “XYZ Company Presents” in Logo (National Title Sponsor)
• “in Association With XYZ Company” in Logo (Regional Sponsor)
• Branding Across ALL Assets
• Category Exclusivity (Upper Tier Sponsors)
• Entitlement Branding of “Specific/Area Sponsorships”
• “First Right” Renewal
PRE-EVENT
• Co-Branded Social Media
• Co-Branded PR Promotion
• Email Campaigns
• Facebook, Twitter, Instagram, Pinterest
• Clickable Website Logo
AT EVENT
• Signage/Projected Brand Images
• VIP Tickets
• Targeted Introductions
• Custom Experiential
• Product Sampling/Demonstrations/Sales/Giveaways
• Advertising/Logo ID in Print & Video Materials
POST-EVENT
• Personalized Thank You
• Co-Branded Email
• “Previous Year Sponsor” ID on Event Website Throughout the Year
SPONSORHIP LEVELS
NATIONAL PARTNERS (Branding, Promotion and Presence at all Three Festivals)
Title Sponsor (One Available) Supporting Sponsors Participating Sponsors Collaborators
REGIONAL PARTNERS (Branding, Promotion and Presence at One Festival)
Associate Sponsor (One Available in each city – 3 Total) Supporting Sponsors Participating Sponsors Collaborators
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LOGO PLACEMENT (Benefits Chart on Following Two Slides)
Title Sponsor Name & Logo
Supporting Supporting Supporting
Participating Participating Participating
Collaborator Collaborator Collaborator
National Partner Example Regional Partner Example
In Association with XYZ Company
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Partnership Type
National Title
Sponsor
(3 Cities)
National Supporting
Sponsor
(3 Cities)
National Participating
Sponsor
(3 Cities)
National Collaborator
(3 Cities)
Regional Associate Sponsor
(1 City)
Regional Supporting
Sponsor
(1 City)
Regional Participating
Sponsor
(1 City)
Regional Collaborator
(1 City)
POSITION “Presented” By in Logo X
“in Association With” in Logo X
Branding Across all Assets X X
Non-Food Category Exclusivity X X X X X
BEFORE EVENT Co-Branded Email X X
Co-Branded Social Media X X
Co-Branded PR Promotion X X
Email Campaigns X X X
X X X X
Facebook, Twitter, Instagram X X
X
X
X
X
X
X
Food, Wine and Lifestyle Blogs X X
X
X
X
X
X
X
Clickable Website Logo X X X X X X X X
Logo Placement on Promotional Posters
X X X X X X X
Logo Placement on Print Advertising
X X X X X
Company Name Mention in Selected Radio Advertising
X X 11
Partnership Type
National Title
Sponsor
(3 Cities)
National Supporting
Sponsor
(3 Cities)
National Participating
Sponsor
(3 Cities)
National Collaborator
(3 Cities)
Regional Associate Sponsor
(1 City)
Regional Supporting
Sponsor
(1 City)
Regional Participating
Sponsor
(1 City)
Regional Collaborator
(1 City)
AT EVENT Custom Experiential/Title
Sponsor of Unique Position/Area
X X X X X
Exhibit Booth Space (Marquee Tent)
20x30 20x20 10x20 10x10 20x20 10x20 10x10
Exhibitor Table X
Signs and Banners X X X X X X X X
Logo I.D. on Event Banners X X X X X X X
Sponsor Board Identification X X X X X X X X
Public Address Announcements and Recognition/Thank You
X X X X X X X
Event Program Ad – Inside
Front & Back Cover
Ad – Full Page Ad – Half Page Ad – ¼ Page Ad – Inside Back Cover
Ad – Half Page to Full
Page
Ad – ¼ Page Company Logo and/or
Mention
Tickets 300 150 75 30 150 75 15 - 30 5 - 10
AFTER EVENT Personalized Thank You X X X X X X X X
Gala Dinner VIP Tickets X X X X X X X X
Signage at Dinner X X X X X 12
COMMUNITY PARTNERS
The Festivals will be listed on partner websites … offering our Sponsors additional exposure and hyperlinks to their corporate/brand websites
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THE ST. AUGUSTINE 450TH COMMEMORATION
America’s First City 2015 will mark the 450th-year anniversary of the birth of America’s First City – St. Augustine. The mission of the St. Augustine 450th Commemoration is to share with the nation and the world the important role St. Augustine played in the making of America and to tell the story of St. Augustine’s 450 years of rich multicultural history and enduring people through engaging programs.
Paella for the World and the Florida Paella Festival is an Alliance Member of the St. Augustine 450th Commemoration. As an Alliance Member, the Festival will be provided with cross-promotional opportunities and receive promotion on the Commemoration’s website (www.staugustine-450.com) providing Festival Sponsors with additional, multi-month pre-event logo identification and clickable links.
Celebrate 450! will attract thousands of people thanks to not only the unique embracing of the city’s 450-year history … but special guests, VIP’s and dignitaries, including the King of Spain, King Felipe VI.
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THE FESTIVAL CITIES
St. Augustine, Florida
Population – 13,000 Jacksonville Metropolitan Area Population – 1,502,515 Demographics: 69.9% White 21.8% African American 6.9% Hispanic/Latino
Jersey City, New Jersey
Population – 247,597 New York Metropolitan Area Population – 23.5 million Demographics: 61.6% White 16.9% African American 21.7% Hispanic/Latino Jersey City: 32.7% White; 25.8% African American; 27.6% Hispanic/Latino; 23.7% Asian
Los Angeles, California
Population (County) – 9,819,000 Los Angeles Metropolitan Area Population – 18.2 million Demographics: 54.6% White 7.0% African American 44.8% Hispanic/Latino
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MEDIA COVERAGE A sampling of the media that covered the New Jersey event in 2014.
Additionally, online magazines and websites from New York, New Jersey, Miami, Spain, Chile, Uruguay, Venezuela and other countries had media hits.
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EVENT BENEFICIARIES Our Veterans
Proceeds of the three (3) Festivals will benefit Military Veterans through Paella for the World’s “Paella Healing Veterans” program. Paella Healing Veterans A pilot program whose goal is to provide free Hyperbaric Oxygen Treatment (HBOT) to U.S. military veterans with Traumatic Brain Injury (TBI) and post-Traumatic Stress Disorder (PTSD). To achieve that goal Paella for the World will donate hyperbaric Chambers to veteran organizations. Why Traumatic Brain Injury(TBI) and post-Traumatic stress Disorder (PTSD) are significant health issues for Veterans returning from service ? Because the effects of these conditions are usually long lasting and often life threatening (frequently suicide), and currently there are no definitive medical treatments for TBI and the treatments being provided today are only palliative drugs and/or counseling. Numerous studies have demonstrated that the untreated, lingering effects of these injuries adversely impact the returned Veterans’ lives, resulting frequently in destroyed families, drug and alcohol use, unemployment, mental illness, incarceration, and homelessness. As a result of their experiences in wars, soldiers often suffer from unbearable headaches, dizziness, depression, nightmares, and violent mood swings. What is HBOT? Hyperbaric oxygen therapy (HBOT) is a medical treatment which enhances the body’s natural healing process by inhalation of 100% oxygen in a total body chamber, where atmospheric pressure is increased and controlled. It is used for a wide variety of treatments usually as a part of an overall medical care plan. The FDA has approved hyperbaric oxygen therapy for 13 different uses, but not for traumatic brain injuries. Insurance does not cover it.
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WHAT IS PAELLA AND THE MEDITERRANEAN DIET?
Paella
A rice dish from Spain that has become very popular and is known around the world. It originated in the fields of a region called Valencia in eastern Spain. Paella is a dish that is part of the Mediterranean diet. Actually, there are as many versions of paella as there are cooks. It may contain chicken, pork, shellfish, fish, eel, squid, beans, peas, artichokes or peppers. Saffron, the spice that also turns the rice a wonderful golden color is an essential part of the dish.
The Mediterranean Diet
A modern nutritional recommendation originally inspired by the traditional dietary patterns of Greece, Southern Italy and Spain. The principal aspects include proportionally high consumption of olive oil, legumes, unrefined cereals, fruits & vegetables, moderate to high consumption of fish, moderate consumption of dairy products (mostly as cheese and yogurt), moderate wine consumption, and low consumption of meat and meat products.
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ABOUT PAELLA FOR THE WORLD
Disseminating the Authentic Spanish American Culinary Traditions
Paella for the World is a private non-profit institution whose main objective is to organize activities in the United States to disseminate the authentic Spanish American culinary traditions and to increase the consumption of products from the Mediterranean diet. Paella for the World’s “Commitment to Community” also includes: Providing scholarships to students of gastronomy Honoring food journalists and chefs that best reflect the excellence of our cuisine “Replace with Green” program, whose goal is to increase the consumption of seasonal fresh fruits,
vegetables and other products from the Mediterranean diet among low-income families. “Paella Healing Veterans” program Paella for the World is funded by grants from the Maecenas Association LLC and other private companies.
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THANK YOU … and we Look Forward to Discussing a Paella Festival
Partnership With You and “Cook Up” a High-Impact Program
The 2nd Annual New Jersey Paella Festival and the Inaugural Florida and California Paella Festivals offer companies unique marketing opportunities in the New Jersey/Metro New York, Los Angeles and St. Augustine/Jacksonville media markets. The Festivals will get tremendous press because they are “feel good” events … and we pass on the exposure to our partners.
The “pot” is endless with regard to what we can create for you and we would be happy to work with you and add the “right ingredients” to make sure a program is designed to achieve your specific objectives. 20
CONTACTS
John DeMartini, Sponsorship Specialist (908) 872-5914
John is a 25-year event marketing veteran and has created and managed sponsorship programs for many top brands and Fortune 500 companies for properties such as: Major League Baseball, New York Racing Association, Quick Chek New Jersey Festival of Ballooning and all the premier events in Times Square, including: New Year’s Eve, Solstice in Times Square and Taste of Times Square.
Rodolfo Gonzalez Almaguer, Executive Director (201) 471-1329
Rodolfo is a veteran journalist who has worked as a newswriter for TV channels such as Univision (channel 41), Telemundo and NY 1 Noticias. He is an advocate of preserving our environment and consuming local foods.
Mayda Alfonso, Vice Director (201) 471-1329
Mayda is the principal contact for the executive Director and provides support to the organization in all areas … with an emphasis on communications, outreach, writing, editing and event planning. 21
