Cherry Creek Arts Festival
July 4, 5 & 6, 2008
Cherry Creek North
Denver, Colorado
“America’s Most Honored Arts Event”
In 2005 for a record fourth time, the Cherry Creek Arts Festival received the Gold Grand Pinnacle from the International Festivals & Events Association (IFEA), distinguishing it as the top Festival in its budget class worldwide. Furthermore, the Festival was singled out last year by the artists themselves as the top arts festival in the United States by the National Association of Independent Artists. No other arts festival in the United States has received more praise and accolades than the Cherry Creek Arts Festival.
Each July fourth weekend for the past sixteen years, many of the most accomplished and cutting edge artists from across the United States and around the world make a pilgrimage to Denver’s North Cherry Creek district to share their amazing works with the people of Colorado.
Working in a variety of mediums including paint, drawing, photography, fiber, ceramics, glass, wood, sculpture, metal works, jewelry, graphics/printmaking and mixed media, some 200 artists are jury selected from more than 2,400 entrants by a nationally assembled panel of art specialists. The result is a three-day exhibition and sale, estimated to exceed $2.5 million, of some of the finest artistic work found anywhere.
And that’s just the beginning. For the 380,000 attendees of the Cherry Creek Arts Festival, viewing and buying art is just one of the activities from a colorful pallet of things to see and do. Music and dance emanate from three performance stages. Demonstrations can be found at two other presentation stages. For those who want to get their hands messy, self-expression is alive and well in one of the Festival’s two activity stations. There are also special exhibitions of emerging student artisans, special collections and an art auction. For those who want to satisfy their senses of taste and smell, the Festival’s food and beverage areas feature top area restaurants which sample some of the region’s finest gastronomic offerings.
A Quick Sketch of the Whole Picture
- Top-Rated Arts Festival in the United States
- With 380,000 attendees, ranked as #1 in attendance for non-venue attraction by the Denver Business Journal
- Highly sought-after upper tier attendee demographics (See addendum)
- $750,000+ promotional advertising campaign provided by media partners including the Rocky Mountain News, KMGH Denver’s 7, Comcast, Entercom Denver radio stations KOSI, KEZW, Alice and The Mountain, plus Colorado Homes & Lifestyles magazine
- 32-page special section in Rocky Mountain News distributed to 750,000 people
- Numerous assets create proprietary naming opportunities for sponsors
- Extensive opportunities for sponsor cross-promotions, extensions and activation
Cherry Creek Arts Festival 2008 Sponsorship Levels
Presenting Sponsor (1)
Status: Contracted for 2008
This single, exclusive, top-level sponsor of the Cherry Creek Arts Festival will receive universal event-wide exclusive rights including complete above-the-name Presenting recognition, (e.g. “Janus presents the Cherry Creek Arts Festival”) in all event promotional advertising and collateral materials, extensive event signage and hospitality benefits, plus name integration of one of the Festival’s top assets and presentation recognition for the annual Festival Feature.
Official Sponsor (4)
Status: All four sponsors contracted or under renewal for 2008
These top-level secondary sponsors will receive universal marquee billing below-the-name Official Sponsor recognition, (e.g. “Janus presents the Cherry Creek Arts Festival sponsored by Bank of the West”) in all event promotional advertising and collateral materials, extensive event signage sampling rights and hospitality benefits, plus name integration of one of the Festival’s top assets. Assets from which they may choose include:
- Festival Stage
- “Artivity Avenue” children’s creative activity area
- Mobile Art Gallery
- “ArtZone” Adult creative activity area
- Other Assets as Identified
Associate Sponsor (8)
Status: Five of eight positions under contract or renewal; Three available
These program or venue level sponsors will receive Associate recognition (“Janus presents the Cherry Creek Arts Festival sponsored by Bank of the West in association with Volvo”) in selected event promotional advertising and collateral materials, some event signage, on site sampling and hospitality benefits, plus name integration of one of the Festival’s secondary assets. Assets from which they may choose include:
- “ArtZone” Adult creative activity area
- Volunteer Program
- Festival Nights after hours adult entertainment
- Festival Beer Garden
- Creation Station children’s art project tents
- Festival VIP Center hospitality area
- Preview Celebration VIP opening night party & private art-buying experience
- “Art of the Menu” Culinary Area & Demonstration Stage
- Mobile Art Gallery
Supporting Sponsor (8)
Status: Four of eight positions under contract or renewal; Four available
These lower-level program or venue level sponsors will receive Supporting recognition (“Janus presents the Cherry Creek Arts Festival sponsored by Bank of the West in association with Volvo supported by Whole Foods”) in limited event promotional advertising and collateral materials, some event signage, on site sampling and hospitality benefits, plus name integration of one of the Festival’s tertiary assets. Assets from which they may choose include:
- Opening Night Gala & VIP Pre-Buying Experience
- “Art of the Menu” Culinary Area
- Online Art Auction
- Artists Awards Reception
- Bike Corral
- Family Stage
- Artist Demonstration Stage
- Festival Information Centers
Authorized Supplier (10+)
These companies would benefit from the official association with the Festival. They will likely provide specific products or services to CCAF and their events. These “Authorized” or “Official Suppliers” will typically include businesses such as cellular service, air travel, hotels, etc. These Suppliers will be required to provide a specific level of cash or in kind service or deeply discounted support. In exchange they will receive a on-site rights and benefits within the Festival most specifically sampling rights.
Cherry Creek Arts Festival Attendee Profile
For the savvy marketer, the Cherry Creek Arts Festival provides an attractive audience representing highly desirable demographic and lifestyle traits. The Festival is regularly surveyed by an independent research firm. In 2006, Corona Research conducted a random sample, intercept survey of attendees for three days throughout the festival. They assembled a profile of a highly desirable attendee who is between 21 and 54 years old, with an average annual household income of 89,600, highly educated and most appreciative and receptive to the sponsors of the Festival.
Gender: Festival attendees are evenly represented with women comprising 63% and males comprising 37% of visitors.
Age: 63% of the visitors to the Cherry Creek Arts Festival are between the ages of 21 and 54. A closer look at this sought after group reveals that 31% of attendees are 21-34; 17% are 35-44; 19% age 45-54; 14% are 55-64 and 9% are 65 and older.
Income: Household income levels of the Festival attendees are significantly higher than the average household income in the Denver Metro area. The largest percentage of attendees (28%) reportan annual household income of $100,000 or more. In addition to this desirable group, 18% of attendees have an annual income in the range $30,000- $49,000; 21% of people earn between $50,000 to $74,999 annually; and 16% earn $75,000 to $99,999.
Education: Festival attendees are much more likely to have a Bachelor’s Degree, Master’s Degree or PhD/Professional Degree than the Denver Metro area’s average population. 69% of the people surveyed earned at least a bachelor degree. Of that group, 19% have a graduate degree. An additional 9% indicated that they have a PhD or Professional degree.
Occupation: Attendees to the Festival are professionals or management at a level 50% higher than the occupations of the Denver Metro area population. 32% are professionals or in management; 14% are in sales or office positions; 8% are in service occupations; 5% are in other occupations.
Sponsor Awareness: Attendees were asked to identify Festival sponsors on an unaided and aided basis. The Presenting level sponsor was correctly mentioned by an astounding 40% of respondents; Official level sponsors were correctly identified by an average of 39% of attendees. Associate level sponsors were recalled by approximately 28% of respondents and Official Suppliers by 20%.
Art Sales: The 2006 sales survey of exhibiting artists found an average of $10,700 in sales. Multiplied by the 230 artists indicates a total of $2,461,000 in art sales.
