Texas Renaissance

Festival 2013

Partnership Presentation

HISTORY

The Texas Renaissance Festival opened in 1974 with just three stages on

15 acres of what was once an old strip-mining site. The festival’s founder

George Coulam, built the festival from humble beginnings with a handful

of performers offering improv-style entertainment and a dedicated group

of patrons who wanted to spend the afternoon in another world. Today,

the festival has grown into an incredible dream world spanning nearly 55

acres, featuring eight themed villages lined with over 360 unique shoppes

including food, art, clothing and imports. The Texas Renaissance Festival

has a cast of thousands entertaining patrons from all over the world as

the largest renaissance themed park in the United States.

Ideally Located

Dallas/Ft. Worth

Austin

HoustonSan Antonio

1975

1977

1979

1981

1983

1985

1987

1989

1991

1993

1995

1997

1999

2001

2003

2005

2007

2009

2011

2013

2015

0

100000

200000

300000

400000

500000

600000

700000

40 YEAR GROWTH CHART

Attendance

HOW DO WE COMPARE TO SPORTS TEAMS?

Texas Renaissance Festival attendance 2012 (8 weekends)

606,694 Since 1974http://texrenfest.com/38th_Record

Houston Rockets attendance 2011-12 home games (41 games)

506,994 Since 1971http://www.basketball-reference.com/teams/HOU/2012.html

Houston Texans attendance 2012 home games (8 games)

573,321 Since 2002http://espn.go.com/nfl/attendance/_/sort/homeTotal

HOW DO WE COMPARE TO SPORTS TEAMS? C O N T .

Texas Renaissance Festival attendance 2012 (8 weekends)

606,694 Since 1974http://texrenfest.com/38th_Record

Texas Longhorns Football 2011 home games (7 games)

603,142  Since 1893http://fs.ncaa.org/Docs/stats/football_records/Attendance/2011.pdf

San Antonio Spurs attendance 2011-12 home games (41 games)

662,838 Since 1976http://www.basketball-reference.com/teams/SAS/2012.html

Texas A&M Aggie Football 2011 home games (8 games)

610,283 Since 1894http://fs.ncaa.org/Docs/stats/football_records/Attendance/2011.pdf

VISITORS WITH CHILDREN IN HOUSEHOLD UNDER 18

37.4%

19.3%

25.2%

18.1%

0% 10% 20% 30% 40%

None

One

Two

Three Or More

62.6 % of visitors have children

all data from Scarborough Survey 2010

AGE LEVELS

14.6%

21.0%

19.8%

25.8%

12.8%

6.0%

0% 10% 20% 30% 40%

Age 18-24

Age 25-34

Age 35-44

Age 45-54

Age 55-64

Age 65+

66.6 % of visitors in 25-54 demographic

all data from Scarborough Survey 2010

Information from April 2012 zip code survey from 59,953 individuals

WHERE DO WE LIVE IN THE HOUSTON DMA?

P E R C E N T O F T R F A T T E N D E E S W H O C O M E F R O M T H E F O L L O W I N G C O U N T I E S :

65.7%

8.5%

8.2%

6.1%4.9% 4.2%

Harris

Fort Bend

Grimes

Montgomery

Brazoria

Others

Information from April 2012 zip code survey from 59,953 individuals

Information from April 2012 zip code survey from 59,953 individuals

Marketing Initiatives

Over 100 ticket outlets

12 sponsors in 2012 including Coca-Cola Bud Light

School Days

52 Partnerships in 2012

CampgroundsWeddings

Media Presence in 2012 Over 16 hours of television

time 6 billboards

Three year-round billboards

Eight on-site radio promotions

113,000 Facebook

6 nationally published articles

Over 250 mentions in state-wide publications

Green Movement

The Texas Renaissance Festival was involved in the green movement before it became popular. We plant over 500 native and tropical plants annually, have built a reusable water treatment system and even recycle the elephant dropping for fertilizer. We go the extra mile to ensure we make a difference in the environmental cause.

The Texas Renaissance Festival offers four wedding packages for couples who want the a glimpse of the most romantic period in history with prices ranging from $1,200 to $7,000. We offer a full on-site wedding staff for all ceremonies as well as private receptions. Celebrations are also available for vow renewal and commitment ceremonies.

Weddings

The Texas Renaissance Festival’s Performance Company employs actors of all ages to inhabit the streets of New Market Village. These actors undergo a lengthy rehearsal process which consists of rigorous improvisational theatre training along with the historical background of the Renaissance period. These, coupled with the energy needed to perform in an environmental theatre space, make for a lively group of professionals who bring the village lanes to life.

The Performers

The Festival is pleased to present to our patrons these lush and engaging gardens, renovated for every season, each with a unique story and theme. These carefully crafted sanctuaries are not only offered as a sweet respite from an exciting day at the faire, but also to host our expertly planned fairy-tale weddings. Make time in your day to let your mind and eyes wander through the variety of flowers and plants and architecture - you are sure to marvel at their beautyThe Magic Garden - The winding paths and numerous private meditation

areas in the Magic Garden are a creation of our owner and founder, Mr. George Coulam. His artistic talents are reflected in the placement of the jungle-like environment, in which seating areas, planters and sculptures (straight from his studio) are themed to the flora of each area. Experience the magic only New Market Village can offer in this truly one-of-a-kind garden.

The Sites

There is no end to the revelry at the Festival, with its wide assortment of challenges and adventures awaiting you throughout the village. The thrill of our human-powered rides delight both young and old, and don’t miss the chance to impress your friends by trying your hand at a game of skill. There are many opportunities to test your accuracy and take hoe a little glory from the day.

The Games

The Texas Renaissance Festival is extremely proud to feature eleven of the finest demonstrating artisans and craftspeople in the world. These multitalented artists will be exhibiting the height of 16th-Century technologies and innovations using techniques passed down through the ages. These trades were an essential component of the life and progress of the Renaissance period and each of our craftspeople is dedicated to sharing these gifts. We entreat you to watch these talented artists as they amaze and delight throughout the Festival day.Armour has been used throughout recorded history to protect

soldiers, knights, war animals and war machinery from the ravages of battle. Melvin Wright presents live demonstrations of this time-honored martial craft at the Royal Armoury. A long time apprentice of world renowned Rob Valentine, Wright now presents his own unique approach to creation of distinctive weapons and personal armor.

The Demonstrations

Community Involvement

The Texas Renaissance Festival works with 17 communities in Texas to help promote tourism and encourage local business.

The Texas Renaissance Festival brings in over five million dollars to these communities.

In 2012 the City of Magnolia was the official host City of the Texas Renaissance Festival.

Magnolia Mayor dubbed a Knight in 2011.

A Texas Renaissance Festival and Denny’s Partnership will

equal SUCCESS

• Campgrounds open at 10am on Fridays and close at noon on Mondays

• $20/vehicle/weekend• Quickie Mart• Over 170 acres of regular camping and quiet camping

• Over 900 new trees planted in 2012• 500 more planned for 2013• New Premium camping • Showers in 2013• Phase 2 of 3 begins in 2013

2012 Campground VisitorsWeek 1 - 2,175

Week 2 - 2,189

Week 3 - 2,585

Week 4 - 2,721

Week 5 - 2,190

Week 6 – 2,755

Week 7 – 2,604

Week 8 – 2,617

*Numbers in total amount of vehicles

2012 Campground VisitorsWeek 1 – 7,178

Week 2 – 7,224

Week 3 – 8,531

Week 4 – 8,980

Week 5 – 7,227

Week 6 – 9,092

Week 7 – 8,712

Week 8 – 8,636

*Average number of persons per car = 3.3

Total of 65,580 visitors

• Title Sponsor of Campgrounds-The Fields of New Market Presented by Denny’s

Sponsorship Elements

• Signage placed on entrance to Camping facility

• 250 Camping posters produced and include Denny’s logo

• 10,000 brochures produced and include Denny’s Logo

• Full page ad in 2013 program (55,000 sold in 2012)

• Opportunity to set up mobile restaurant in camping facility and eventually a permanent restaurant.

• Sponsorship of one weekend during the festival.

• Set up information table during that weekend.

Sponsorship Elements Continued

• Denny’s shall be included in Texas Renaissance Festival School Days Entrance Sign. 44,000 students and chaperones attended in 2012

• Up to 3 promotional appearances at Denny’s locations of your choice throughout 2013

Sponsorship Elements Continued

• Full page color advertisement in over 50,000 programs. (Value $ 2,000)

• Denny’s coupon or logo include on the back of hanging tag.

• Denny’s will be included in Camping advertising where applicable. (Estimated spend $75,000)

Sponsorship Elements ContinuedPrint

Denny’s logo will be included on TRF e-blasts and social media.

Sponsorship Electronic Elements

Sponsor’s logo shall be included in the Campgrounds webpages.

Tickets

• Texas Renaissance Festival to provide 2,240 tickets (combination of Any Sunday and Opening Weekend) to Denny’s

• Tickets will be a 60/40 split of Opening Weekend and Sunday

• 35 tickets per location

• Corporate Code can be set up by each location ($17/ticket)

TRF will give you code for use any day to purchase tickets at gate

Denny’s locations provide:• Placement of poster and brochures in restaurants• Agreed upon Texas Renaissance Festival Message on

LED Reader boards (if available) Example: Proud Partner of the Texas Renaissance Festival Open October 12-December 1.

• Make all staff aware of the sponsorship and broad details of the Texas Renaissance Festival (to answer any question from clients)

Elements Value Summary

Full page color advertisement in over 50,000 programs $ 2,000Combination of 2,240 Sunday only and Opening Weekend passes

$ 58,240School Days entrance sign $ 5,000Logo included in e-blast and social media $ 10,000Booth space outside festival grounds $ 5,000Booth space inside camping grounds $ 10,000Inclusion in all marketing materials for camping, School Days, parking and vendor newsletters $ 100,000Website presence $ 5,000Signage placement inside campgrounds $ 50,000Three promo appearances $ 1,500Tagged in Campgrounds Advertising $ 75,000

Total Sponsorship Elements $321,740

Sponsorship Cost$10,000 $156.25 per location

Return on Investment Ratio 32:1 Total Impressions20,794,056