Speaker: Sharon McAllister Speaker Bio: Sharon is the executive director of ArtFest Fort Myers. She previously served as the Chairman of the City of Fort Myers Public Art Committee and as President of the Fort Myers Conference & Convention Council. Sharon also served for 3 years as the Vice Chair of the Florida Festival and Events Association (FFEA) and remains active in support of the organization. The following are notes from the Eventeny Webinar Series and the full recording can be found below -There are several pillars to fund events -Sponsors (biggest one), space fees, beverage sales, merchandise sales, admission, etc. -Sponsorship -Cash and/or in-kind service paid to property to gain access to the exploitable commercial potential associated with that property. -Also known as a marketing opportunity. -Sponsorship is not: -Donations, philanthropic, commercial booth rental. -Sponsors have the expectation of selling more products as a result of sponsorship. -The sponsored (event) has the responsibility to deliver those sales results. -Sponsorships are tailored to that sponsor. -Exploitable commercial potential: -Your brand -On-site size and demographics -Venues within event -Media inclusion -Pre and post benefits -Hospitality -Employee engagement -B 2 B with sponsors -Pre-plan something as a bonus or extra gift, as a surprise. (lagniappe) -Know your assets, value your assets, sponsor target list. -Create levels of sponsors based on what they are giving. -Should be internal only. -You have to sell sponsors that your event is the right one. -It works both ways: what you can give the sponsor and what the sponsor can give you. -Use their colors and logo to incorporate. -Deliver what you promise + lagniappe. -Sponsorship is all about relations, you word, and your delivery. This is the secret to sponsor retention and increased fees. -Example of Sponsor for ArtFest Fort Myers: -Suncoast Credit Union (waited for this position) -This sponsor received new business prospects (high school students), credit union exclusive, naming rights, perfect fit for virtual events -Promoted in newsletters, social media, throughout the event, etc -The proposal should reflect their brand and your brand. -Image heavy, asset sections, no price, think it out! -Don’t show on the first meeting, because the first meeting is all about them and learning about them. -Try to walk in the sponsors shoes to figure out what they are looking for, especially during the pandemic. -Refresh your research because this year there have been many changes. -Get in touch and communicate with sponsors. Be empathetic when talking about the road ahead. -Reconnect with prospects who got delayed with COVID closures. -Start new relationships with knowledge, empathy, and patience. -Sponsorship success is a team effort.