(Last Update 11/15/13)
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November 14, 2012
Over the past year the South Carolina State Fair hasworked to develop a policy that rewards customers interested in investing more in the fair, and also to eliminate questions about why some clients pay more than others for similarly sized display booths. More than 40% of both the Hampton and Ruff Buildings was utilized by sponsors last year, and beginning with the 2013 fair we are formalizing and clarifying what has already been taking place. In conjunction with our sponsorship agency, we have developed a program for these buildings that is similar to what many other major fairs are doing.
For inside displays we now have three categories for participation:
- Retail Partners
All are important to the overall vitality of the fair, and much like the sponsorship program we developed long ago; these classifications are designed to weigh benefits received against overall investment.
Our goal is to be fair to all parties and to:
- Have clear definitions among vendors, retail partners and sponsors
- Eliminate the “Why do they get lower rates?” question
- Offer appropriate benefits based on investment and commitment
Here is a breakdown on the three categories and benefits associated with each:
Sponsors and Benefits
Sponsorships are typically customized to meet each client’s individual needs, and can range from basic displays to title sponsorships. In relation to retail partners and vendors, sponsors:
- Have priority on premium booth locations (end caps, entrances, intersections, unique locations sought by client, etc.)
- Have ability to secure exclusive or semi-exclusive status in category (some examples are windows, home improvement categories, cookware, bedding, cutlery, furniture, credit card, travel, wireless, etc)
- Receive marketing benefits designed to drive traffic and business before, during and after the fair (logo ID on map, fair web page logo and link, inside building PA Announcements, ability to provide signage for display, promotional opportunities, etc.)
- Have ability for more on site benefits, including taller displays (flags, banners), ceiling hangings
- Receive “Sponsor of the Day” promotion on fair’s web, PAs and in program
- Can lock in for multi-year participation (with same location). Priority goes to multi-year sponsors.
Retail Partners and Benefits
Have priority on premium locations (end caps, entrances, unique locations sought by client, etc.) second only to sponsors
Have more on site benefits, including taller displays (flags, banners)
Can lock in for multi-year participation (with same location)
Receive “Sponsor of the Day” promotion on web, PAs and in program
- No priority on locations
- Sponsors and Retail Partners can bump locations and participation
- Have first priority to be upgraded to sponsor or retail partners
In addition, we have developed a standard definition that clarifies who is a vendor, retail partner or sponsor. This outline has been enclosed.
Our sponsorship agency, SponsorSource, which in addition to our fair also represents many others fairs across the country, will handle all vendors, sponsors and retail partners, and they have been provided contact information on the appropriate customers.
Following fair guidelines, our sponsorship agency will be responsible for handling all inside and outside non-food customers. Priority locations reserved for existing and future sponsors/retail partners have been identified, and standard rate structures will be outlined.
These are exciting times for the South Carolina State Fair. With our ability to now deliver more marketing punch to help you achieve your sales and marketing goals, be that with the best locations, the addition of marketing-driving elements, or having to compete with fewer or no competitors, we believe our new program will provide similar success that our sponsors have realized.
With that being the goal, we look forward to working with you this coming year.
For information regarding Commercial Exhibits, please contact Marty More at SponsorSource via email, firstname.lastname@example.org or via phone, (301)-990-2700.
South Carolina State Fair
Sponsor, Retail Partner and Vendor Definitions
In an effort to better serve our expanding commercial business customers, we have developed definitions for vendors, sponsors and retail partners. Please see below for a definition of each.
Sponsors and Retail Partner Definitions and Criteria
Commercial customers will be considered sponsors or retail partners, if one or more of the following points are valid:
“Do business in other markets, have a recognizable regional or national name, are part of a franchise, are part of a traveling exhibit that participates in other fairs and festivals or are generally considered a ‘corporate entity or distributor.’
Mobile marketing partners will be considered sponsors, regardless of the number of days they display on site. In addition, the following categories are considered sponsor and retail partner categories, regardless of definitions:
- Home improvement and window businesses
- Credit card solicitation
- Energy and utilities
- Health Care
Vendor Definitions and Criteria
“Be a local business, not be part of a franchise, not do business in other markets, not be a recognizable national company name, and generally be considered a ‘small family type business.’
In addition, the fair reserves the option to adjust category classification in order to address current market conditions. Local churches and government agencies will remain vendor categories. All inquiries will be handled by our sponsorship agency, SponsorSource. You may reach them via email, email@example.com, or Marty More, via phone at 301-990-2700.
Thank you for your interest in South Carolina’s largest event.