Cinco Mayode2 7 T H A N N U A L

F E S T I VA L 2 0 1 4

S P O N S O R S H I P P A C K E TPRESENTED BY NEWSED COMMUNITY DEVELOPMENT CORPORATION

Presenting 27th Annual Cinco de Mayo Festival & the best cultural marketing opportunity of 2014!The Cinco de Mayo Festival is deeply rooted in the Colorado community as the largest 2-day event of its kind in the country. The event attracts 400,000 + festival attendees each year. Cinco de Mayo is a fun family oriented event with special attractions, musical acts and some of the most delicious Mexican cuisine Colorado has to offer. The festival attracts ongoing national media coverage through outlets such as MSNBC.com, CBS, and the Associated Press.

Who does the Cinco de Mayo Festival support?The Cinco de Mayo event started in 1988 as a neighborhood street fair to showcase Mexican heritage while promoting the economic turnaround of the neighborhoods along the Santa Fe Drive corridor. By 1995, the festival had outgrown its location and moved a few blocks to Denver’s Historic Civic Center Park where it took its place among Colorado’s top four outdoor food and entertainment events. Although the event attracts approximately 70% Hispanic attendees, a large cross section of the community is represented. Due to this, the event receives greater visibility through English and Spanish media outlets.

NEWSED CDC was founded in 1973, to promote and develop economic, arts and cultural, and community programs that increase income and education levels, and politicalengagement of Denver-area residents.Visit newsed.org to learn more.

FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM

What does Cinco de Mayo celebrate?Historically the Cinco de Mayo holiday commemorates the victory of a heroic people and their struggle for freedom. On May 5, 1862 the outnumbered town of Puebla, Mexico defeated French forces which fueled the momentum and national confidence to ultimately drive foreign power completely from the country. Today in areas of Mexico and the United States this recognition and celebration of culture and freedom resonates as these values apply to everyone.

What is the marketing opportunity for my company?“The 2010 Census counted 50.5 million Hispanics in the United Sates, making up 16.3% of the total population. The nation’s Hispanic population, which was 35.3 million in 2000, grew 46.3% over the decade, and even more sharply in many Southeastern states. Overall, growth in the Hispanic population accounted for most of the nation’s growth—56%—from 2000 to 2010. Among children ages 17 and younger, there were 17 million Latinos, representing 23% of this age group, up from 17% in 2000.” Source - pewhispanic.org

“Colorado’s Latino population is young, upwardly mobile and growing every day. 22 percent of metro Denver’s population is Latino - over 627,000 people. The Denver DMA Latino population is over 846,000 - the 14th largest in the country.” Source - Viva Colorado

Advertising and PromotionsPromotion of the Cinco de Mayo event requires a diverse advertising and marketing campaign. Over 1,000,000 media impressions will be realized daily several weeks prior to the 2012 event, utilizing a combination of print, electronic and other media marketing tools. Our powerful advertising/marketing campaign is valued at well over $300,000 annually and will ensure that your involvement as a sponsor will generate wide exposure for your company on many different levels during the course of the advertising campaign.

To become a sponsor, contact:

Andrea BarelaNEWSED Development Director

EMAILabarela@newsed.org

DIRECT PHONE303.534.8342 X 110

CELL PHONE720-319-6623

ADDRESS901 W. 10th Ave., Suite 2ADenver, CO 80204

PRINTCompany logo placement on all promotional palm cards electronic mailings

Company logo included in official event guide (20,000+ printed)

Company logo placement on all promotional posters

Company logo placement on all bus shelter advertisements and/or billboards

ONLINECompany logo with link on the official website (CincodeMayoDenver.com), average yearly views 40,000

MEDIACompany name included as a sponsor in all press materials including press releases, newspaper ads, public service announcements, press advisories and kits

Company logo included in all television advertising

Company name mention in select radio advertising

TICKETSVIP passes to the sponsor hospitality area

ONSITE SPECIAL OPPORTUNITIES1 10’ X 10’ exhibit booth space in premium location, including tent awning, 1 table & 2 chairs if needed

Signs/banners throughout the event site (to be provided by sponsor)

Company banner placement on three entertainment stages

Company banner placement on two entertainment stages (placement at discretion of festival)

Company banner placement on one entertainment stage (placement at discretion of festival)

Stage announcements from all entertainment stages promoting sponsor

Right to use 2012 Cinco de Mayo Festival name and artwork for your promotional advertising

Official Sponsor

Primer Sponsor

Grand Sponsor

Supporting Sponsor

Major Sponsor$25K $20K $15K $10K $5K

CATEGORY EXCLUSIVITY

26 20 16 10 6

10 8 6 4 2

Benefits of Sponsorship

FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM

A La Carte Branding Opportunities

Un Toque de Mexico PerformanceA special free concert by the Colorado Symphony Orchestra the week prior to the Cinco de Mayo Festival at the Boettcher Concert Hall. Fee - $1,500 Includes: • Two free standing flanking banners (banner provided by sponsor) • Logo of sponsor on Cinco de Mayo website and within printed event guide• Logo on printed invites• Stage recognition announcements by MC prior to performance

Local StageFeaturing local musical acts. Fee - $1,000 Includes:• Two banners attached to footing of stage (banners provided by sponsor)• Logo of sponsor on Cinco de Mayo website and within printed event guide• Stage recognition announcements by MC 10 times per day both day

Community StageLocated within Lincoln Park in front of the Veterans Monument, includes all day folklorico dance performances. Fee - $500 Includes:• Two free standing flanking banners (banner provided by sponsor)• Logo of sponsor on Cinco de Mayo website and within printed event guide• Stage recognition announcements by MC 10 times per day both days

Green Chili Cook OffTakes place on Saturday, May 3rd at 1:00pm within the interior of the park. Features up to 15 restaurants and public text voting process. Fee - $1,000 Includes:• Two free standing flanking banners (banner provided by sponsor)• Logo of sponsor on Cinco de Mayo website and within printed event guide• Onsite PA announcements by MC during contest• Sponsor text recognition

Children’s CarnivalOne of the main event components located near the Denver Post building off of Colfax & Broadway. Features rides for youth and adults. Fee - $2,000 Includes:• Four banners within carnival attached to surrounding fence (banners provided by sponsor)• Logo of sponsor on Cinco de Mayo website and within printed event guide

Petting ZooLocated on Colfax Avenue near children’s carnival. The zoo is an all day attraction and is provided by long time exhibitor Noah’s Arc. Fee - $500 Includes:• Two banners attached to petting zoo parameter (banners provided by sponsor)• Logo of sponsor on Cinco de Mayo website and within printed event guide

G E N D E R

H O M E OW N E RS H I P

L E A R N E D A B O U T F E ST I VA L BY

Other website promotions include a Denverpost.com banner providing 250,000 total impressions during a seven day duration prior to the event.

LatinLifeDenver.com homepage banners provide 275,000 total impressions.

The CincodeMayoDenver.com website receives an approximate 23,000 original visits and 59,000 page views leading up to the Cinco de Mayo weekend.

The official travel and visitor bureau of Denver Colorado, Visit Denver, features the event on an exclusive at Denver.org web page

Many print media sponsors provide extensive advertising space or featured articles contributions by:

The Denver Post, La Voz Bilingue, Rocky Mountain Cruzr Magazine, Westword & Viva Colorado

500 full color posters

distributed throughout the Denver Metro and Aurora areas.

PALM CARDS5,000 full color, double sided, distributedat Denver.org throughout the Denver Metro and Aurora areas

EVENT GUIDES10,000 fold out, full color, double sided, printed and distributed during the event and available at beverage stands

E-NEWSLETTERA Cinco de Mayo featured e-newsletter issent to NEWSED’s database 4 times reaching approximately 6,800 emails.

PRESS RELEASESA press release is out 3 weeks prior to the event to NEWSED’s media contact list which alerts over 250 outlets throughout and outside of Colorado

C i n c o d e M a yo “C e l e b ra t e C u l t u re ” F e s t i va l p a g e h a s m o re t h a n 8 5 0 l i ke s .

DEMOGRAPHICC I N C O D E M AYO

O V E RV I E W

I N C O M E

62%Less than $$50K

$$50K-$69K19%

$$70K-$99K9%

$$125K+4%

$$100K-$124K6%

OWN34%

RENT66%

MARKETING REACHA S N A P S H O T O F O U R

ATTENDANCE2 0 1 3 T O TA L

(approximate according to DPD and Denver Fire)

100,000SAT U R DAY

200,000S U N DAY 300,000

TOTA L

AT T E N D E D I N 2 01 3

Y E S

67%N O

33%

OTHER37%

WORD OF MOUTH

28%TV14%

NEWSPAPER5%

INTERNET4%

BILLBOARDS1%

M A L E

58%F E M A L E

42%

R E AS O N S F O R AT T E N D I N G

ENTERTAINMENT47%

FOOD20%

VENDORS16%

PASSING BY8%

OTHER9%

AG E

25-3526%

45-5420%

35-4422%

UNDER 184%

18-2419%

65+2%

55-647%

M A R I TA L STAT U S

SINGLE55%

OTHER1%

MARRIED34%

SIGNIFICANT8%

PARTNER5%

TELEVISIONCinco de Mayo Festival covered by local television outlets: Channel 7, Fox 31, Channel 2, Channel 9 & Channel 4.

All television and radio media sponsors, in addition to their PSA’s, provided links to the CincodeMayoDen-ver.com website from their home websites.

RADIOThe Lincoln Financial family of stations run up to 627 live or prerecorded promos on Sports Radio 104.3 The Fan, 98.5 KYGO, KS107.5, Crusin’ Oldies 950, 1600 The Zone and Comedy 103.1.

KBNO and their associated Spanish language radio networks produced 252 promos.

JAMMIN’ 101.5 runs 100 prerecorded promos.

KUVO runs 50 prerecorded promos and will be present broadcasting at the event.

NEWSPAPER &MAGAZINE

SOCIAL

WEB & MOBILE

POSTERS

Reached 25% of Denver market.

BUS SHELTERBILLBOARDS27 bus shelter billboards strategically placed throughout the Denver Metro area

G E N D E R

H O M E OW N E RS H I P

L E A R N E D A B O U T F E ST I VA L BY

Other website promotions include a Denverpost.com banner providing 250,000 total impressions during a seven day duration prior to the event.

LatinLifeDenver.com homepage banners provide 275,000 total impressions.

The CincodeMayoDenver.com website receives an approximate 23,000 original visits and 59,000 page views leading up to the Cinco de Mayo weekend.

The official travel and visitor bureau of Denver Colorado, Visit Denver, features the event on an exclusive at Denver.org web page

Many print media sponsors provide extensive advertising space or featured articles contributions by:

The Denver Post, La Voz Bilingue, Rocky Mountain Cruzr Magazine, Westword & Viva Colorado

500 full color posters

distributed throughout the Denver Metro and Aurora areas.

PALM CARDS5,000 full color, double sided, distributedat Denver.org throughout the Denver Metro and Aurora areas

EVENT GUIDES10,000 fold out, full color, double sided, printed and distributed during the event and available at beverage stands

E-NEWSLETTERA Cinco de Mayo featured e-newsletter issent to NEWSED’s database 4 times reaching approximately 6,800 emails.

PRESS RELEASESA press release is out 3 weeks prior to the event to NEWSED’s media contact list which alerts over 250 outlets throughout and outside of Colorado

C i n c o d e M a yo “C e l e b ra t e C u l t u re ” F e s t i va l p a g e h a s m o re t h a n 8 5 0 l i ke s .

DEMOGRAPHICC I N C O D E M AYO

O V E RV I E W

I N C O M E

62%Less than $$50K

$$50K-$69K19%

$$70K-$99K9%

$$125K+4%

$$100K-$124K6%

OWN34%

RENT66%

MARKETING REACHA S N A P S H O T O F O U R

ATTENDANCE2 0 1 3 T O TA L

(approximate according to DPD and Denver Fire)

100,000SAT U R DAY

200,000S U N DAY 300,000

TOTA L

AT T E N D E D I N 2 01 3

Y E S

67%N O

33%

OTHER37%

WORD OF MOUTH

28%TV14%

NEWSPAPER5%

INTERNET4%

BILLBOARDS1%

M A L E

58%F E M A L E

42%

R E AS O N S F O R AT T E N D I N G

ENTERTAINMENT47%

FOOD20%

VENDORS16%

PASSING BY8%

OTHER9%

AG E

25-3526%

45-5420%

35-4422%

UNDER 184%

18-2419%

65+2%

55-647%

M A R I TA L STAT U S

SINGLE55%

OTHER1%

MARRIED34%

SIGNIFICANT8%

PARTNER5%

TELEVISIONCinco de Mayo Festival covered by local television outlets: Channel 7, Fox 31, Channel 2, Channel 9 & Channel 4.

All television and radio media sponsors, in addition to their PSA’s, provided links to the CincodeMayoDen-ver.com website from their home websites.

RADIOThe Lincoln Financial family of stations run up to 627 live or prerecorded promos on Sports Radio 104.3 The Fan, 98.5 KYGO, KS107.5, Crusin’ Oldies 950, 1600 The Zone and Comedy 103.1.

KBNO and their associated Spanish language radio networks produced 252 promos.

JAMMIN’ 101.5 runs 100 prerecorded promos.

KUVO runs 50 prerecorded promos and will be present broadcasting at the event.

NEWSPAPER &MAGAZINE

SOCIAL

WEB & MOBILE

POSTERS

Reached 25% of Denver market.

BUS SHELTERBILLBOARDS27 bus shelter billboards strategically placed throughout the Denver Metro area

Television Cinco de Mayo’s official television sponsors; KMGH stations Channel 7 and Azteca America, ran a total of 250 .15 second event promos starting in early April. In addition, they produced several on site telecasts during the event.

There were various television reports in addition to Channel 7 including Fox 31 and Channel 2, Channel 9 and Channel 4. Links to several reports:

http://kdvr.com/2013/05/03/hundreds-of-thousands-expected-to-celebrate-cinco-de-mayo-in-denver/

http://denver.cbslocal.com/photo-galleries/2013/05/07/cinco-de-mayo-2013/

http://www.thedenverchannel.com/news/denver-cinco-de-mayo-2013

http://www.thedenverchannel.com/news/azteca/acompae-azteca-colorado-al-festival-cinco-de-mayo

http://www.9news.com/rss/story.aspx?storyid=334327

http://www.9news.com/rss/story.aspx?storyid=334122

http://denver.cbslocal.com/2013/05/04/celebrate-cinco-de-mayo-with-green-chili-tacos-tequila/

Radio KBNO Radio / Official Entertainment Sponsor – Spanish Language KBNO and their associated Spanish language radio networks produced 252 combined prerecorded or live promos. In addition KBNO produced the main stage which featured various genres of Mexican musical performances and Sunday’s main headliner Montez de Durango.

Lincoln Financial Radio Stations - Sports Radio 104.3 The Fan, 98.5 KYGO, KS107.5, Crusin’ Oldies 950, 1600 The Zone and Comedy 103.1The Lincoln Financial family of stations ran up to 627 live or prerecorded promos. All six stations were present at the event located in two booths on Broadway between Colfax and 14th Avenue. The booths showcased live broadcasts, giveaways and interactive activities with the crowds. KS107.5 DJ Tony V did a great job emceeing the Cinco de Mayo Parade on Saturday morning.

Max Media station - Jammin 101.5Jammin 101.5 was in full force this year with the 3rd Annual Chihuahua Races. Over 150 dogs were registered and hundreds of people showed up to see all the cuteness on Sunday. The event was emcee by DJ Slim. Prior to the Chihuahua races Jammin DJ and Denver legend Cha Cha emceed the inaugural Taco Eating Contest which was a big hit. Taco Eating Contest was sponsored by local restaurant chain Tacos y Salsas.

Community Radio Station - Jazz 89 KUVO KUVO ran 50 prerecorded promos and was present at the event. KUVO is a long-time supporter of the Cinco de Mayo event and various community festivals.

FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM

2013 Media CoverageAccumulative Pre-Event Marketing Overview

Internet and Website ViewsThe CincodeMayoDenver.com website received an approximate 23,000 original visits and 59,000 page views leading up to the weekend of May 4th and 5th. Google search engine lists CincodeMayoDenver.com on the first page via a general search of the words “Cinco de Mayo”. Using the same search, Google lists the event as #3 on the list behind Wikipedia, images and general history searches. However the CincodeMayoDenver.com website on Google is the 1st actual event listed along with various community and media calendars featuring the event. The CincodeMayoDenver.com website was routinely touted as the #1 place for any and all information related to the event.

Other website promotions included a Denverpost.com online banner intended to provide 250,000 total impressions during a seven day duration prior to the event. Also our new media sponsor, LatinLifeDenver.com homepage banners provided 275,000 total impressions from three different links that featured images, an entertainment link, a video link and an e-newsletter link for the event. Post event LatinLifeDenver.com posted hundreds of event photos. All television and radio

media sponsors, in addition to their PSA’s, provided links to the CincodeMayoDenver.com website from their home websites. The official travel and visitor bureau of Denver

Colorado, Visit Denver, at Denver.org featured the event on an exclusive web page with a map, event info and a link to our website. This link is still visible at; http://

www.denver.org/events/detail?e=1463

Newspaper & MagazineMany print media sponsors provided either advertising space or featured articles. These companies and their contributions included;

The Denver Post - provided 120” total column inches for ad placements. In addition they prominently featured the event in articles both printed and

online; http://www.denverpost.com/entertainment/ci_23151453/very-denver-cinco-de-mayo-civic-center-museo?IADID=Search-

www.denverpost.com-www.denverpost.com

La Voz Bilingue - provided various 1/4, 1/8, 1/2, and full page posts featuring Cinco de Mayo, Un Toque de Mexico and Green Chili Bowl Cook Off ads in April and May. La Voz also provided post event coverage with a beautiful full page, full color report with photos; http://lavozcolorado.com/newspapers/5-7-2013~La-Voz-Edicion-Electronica~La-Voz-Digital-Edition.pdf

Rocky Mountain Cruzr Magazine - provided full page ad coverage in their April edition.

Westword - featured a 55 piece photo spread on their website; http://www.westword.com/slideshow/cinco-de-mayo-in-civic-center-39496125/

Viva Colorado - Featured somewhat of an event guide;http://www.vivacolorado.com/ci_23158506/ocho-paradas-que-debes-hacer-en-el-festival?IADID=Search-www.vivacolorado.com-www.vivacolorado.com

Bus Shelter BillboardsNewsed purchased 27 - 4’ x 6’ bus shelter billboard panels that were strategically placed throughout the Denver Metro area and outlining suburbs. The panels reached 25% of the Denver market. The panels were placed in highly trafficked areas, they were in full color and in place a total of 30 days prior to the event.

Posters 500 11” x 17” full color, printed and distributed throughout the Denver

Metro and Aurora areas. The posters were also distributed through Tecate delivery stops at bars and liquor stores.

Palm Cards5,000 4” x 6” full color, double sided, printed and distributed throughout the Denver Metro and Aurora areas. A fourth of the palm cards were

individually distributed to the crowds during Opening Day for the Colorado Rockies.

Event Guides10,000 fold out, full color, double sided, printed and distributed during the event and

available at beverage stands. The event guide was also available for download on the CincodeMayoDenver.com website two weeks prior to the event.

E-NewsletterA Cinco de Mayo featured e-newsletter was sent out to NEWSED’s database 4 times prior to the event through Constant Contact reaching approximately 6,800 emails.

FOR ADDITIONAL INFORMATION, PLEASE VISIT CINCODEMAYODENVER.COM

Press Releases A press release was sent out three weeks prior to the event to NEWSED’s media contact list which alerts over 250 outlets throughout and outside of Colorado. The press release was also available for download to the media on CincodeMayoDenver.com.

Facebook & TwitterFacebook updates occurred regularly throughout the month of April and before the event in May. Page “Likes” increased again over last year, currently the Cinco de Mayo “Celebrate Culture” Festival page has more than 850 likes. Facebook was used continuously to promote the event through video postings, logo placements, event features, volunteer recruitment and more. Facebook posts were also linked to Twitter @Cincodemayoden which also followed all sponsor Twitter accounts.

Word of MouthAs evident by the number of return visitors, the Cinco de Mayo Festival has become popular by word of mouth. There are many factors that contribute to building “word of mouth” including; longevity, affordability for families, variety of vendors both food and non-food, a strong entertainment component and a variety of unique festival features like a carnival, green chili cook off, special sponsor attractions and more.

Visitors From TexasEl Heraldo News in Dallas, Texas sent two reporters to Denver during Cinco de Mayo weekend to specifically feature the event and visit some of Denver’s best area attractions. They spent the majority of their day on Saturday at the event and conducted an interview with Andrea Barela. They enjoyed their stay and had a very positive reaction to Cinco. Below is the article they wrote (in Spanish) and featured in the May 24th edition.

2013 Media CoverageAccumulative Pre-Event Marketing Overview