12
Thursday 10 – Sunday 13 May 2018 Corporate Opportunities & Partnerships
Venue HireThursday 10 – Sunday 13 May 2018
Corporate Opportunities & Partnerships
RHS MALVERN SPRING FESTIVAL AWARD WINNING SHOW GARDENS
2
Best Show Garden & RHS Gold Medal: Howle Hill Nursery ‘At One With... A Meditation Garden’
Please visit rhsmalvern.co.ukto see commercial highlights video from 2017
About our partnershipEach May, Three Counties and the Royal Horticultural Society (RHS) host RHS Malvern Spring Festival at Three Counties Showground, Malvern. This special partnership between the RHS, the world’s most prestigious gardening charity, and Three Counties, a specialist rural event organiser and agricultural society formed in 1797, produces a festival to remember.
In fact, between 2014 and 2016, RHS Malvern Spring Festival was the fastest growing of all the RHS shows. Proud of its local roots and heritage but with national reach, the festival’s recent increased popularity and success has cemented its place on the UK’s show calendar. This presents unique engagement opportunities for commercial partners to communicate with an affluent and influential audience.
“Welcome to RHS Malvern Spring Festival. As a joint team with the RHS, we are committed to the continued development of this much anticipated and loved annual event.
We have some new and exciting plans in store for 2018, including a new theme (page 5) which we believe offer great opportunities for partners.”
32
About the audience*• 68,500 tickets sold in 2017
• 24% RHS members
• 85% ABC1
• Average spend: £141 per person (highest of all RHS shows)
• 61% female; 39% male
• Average age 57 years
• Average dwell time 5 hours
• The Daily Telegraph, The Daily Mail, The Times most read newspapers
• Two hour drive time including The Midlands, West of England and South Wales
* Independent research conducted in 2017 by BDRC Continental
About the festival• The Midlands’ and South West’s number one
gardening show
• Fastest growing RHS Show 2014-2016
• RHS Gold Medal winning show gardens
• 2018’s theme The Great Exhibition
• Spectacular 190 metre long Floral Marquee
• National & regional TV coverage
• Gardening’s top names have previously included Alan Titchmarsh, Carol Klein, Joe Swift, Jonathan Moseley, James Alexander-Sinclair and Monty Don
• Food and lifestyle expertise previously from Raymond Blanc, Mary Berry, James Martin, Mark Diacono and Greg Wallace
Diana Walton Head of Shows, Three Counties
RHS MALVERN SPRING FESTIVAL STILL GOING STRONG 32 YEARS ON
“RHS Malvern Spring Festival is a major national horticultural showcase for the RHS and it continues to inspire gardeners of all abilities. Malvern knows how to engage with its partners and visitors so you are assured that your investment is in safe hands and will deliver real results.”
James Alexander-Sinclair RHS Council Member and joint chair of RHS Malvern Spring Festival
Continuing to raise the bar Royal Horticultural Society Partnership Please see page 9 for full details of the festival’s reach
RHS MALVERN SPRING FESTIVAL MASTERCLASSES FROM THE EXPERTS
4
Jonathan Moseley
“At RHS Malvern Spring Festival 2018 visitors can immerse themselves in the floral grandeur and charm of an era when people took time to stop and smell the roses.”
Jonathan Moseley Floral Expert and creator of the feature in The Great Pavilion of Art & Flowers
Alan Titchmarsh
“For me RHS Malvern Spring Festival kicks off the gardening year in the best possible way. It reminds me that Spring has well and truly arrived and the festival really does improve year on year.”
Alan Titchmarsh
Opened RHS Malvern Spring Festival in 2016 & 2017
Monty Don
“This is where Spring has a chance to express itself publicly. It is fantastic! And this incredible showground which I remember coming to nearly 50 years ago just seems to get better and better.”
Monty Don Presents for BBC2’s Gardeners’ World at RHS Malvern Spring Festival
Jekka McVicar
“RHS Malvern Spring Festival really has changed over the years from a relatively small show to now this magnificent herald of Spring.”
Jekka McVicar Designer of permanent Health & Wellbeing Garden in the Live Well Zone
Raymond Blanc
“What I really love about RHS Malvern Spring Festival is the spirit of community around food; the journey of food, from growing it to cooking it, to enjoying it with friends.”
Raymond Blanc
Opened the Festival in 2015 and headlined in 2017
Carol Klein
“The reason I love Malvern is because everything is here. It is full of the most wonderful plants and all sorts of people who know all about them.”
Carol Klein Presents for BBC2’s Gardeners’ World at RHS Malvern Spring Festival
Gardens, plants and flowers remain at the heart of the festival but as its appeal broadens there is an opportunity for visitors to engage with other complimentary lifestyle interests including food, drink, arts and crafts. Our stellar line up of leading industry experts are on hand to share their depth of knowledge.
RHS MALVERN SPRING FESTIVAL THE SPECIAL MALVERN EXPERIENCE
54
2018’s THEME - The Great ExhibitionOur inspiration this year comes from the Great Exhibition of 1851 where the famous Malvern water flowed and sparkled in the magnificent 27 foot crystal ‘Schweppes Fountain’. As Queen Victoria opened the exhibition, the fountain was the centrepiece of the opening ceremony.
The Great Exhibition still fires our imaginations. It was a public display that epitomised and celebrated innovation from around the world. Continuing in this spirit at RHS Malvern Spring Festival, we will focus on the innovative role that horticulture plays within these themes for modern life.
Opportunities for Commercial Partners Brand building Build awareness through our media coverage and by associationRecruit new customers Communicate with our customers both face to face and pre/post event; data captureEntertain clients and reward staff A full day out that appeals to everyone with various catering optionsCorporate social responsibility Support our education work with schools in the UK and our Russian exchange programmeExperiential activity Sampling and point of saleOfficial supplier Enjoy category exclusivityBespoke packages We will create a package to ensure you achieve your objectives
Bonne Maman sampling has been particularly successful
Our creative for 2018 depicts how horticulture is central, but the festival experience remains key.
In Partnership With
Your logo
RHS MALVERN SPRING FESTIVAL PARTNERSHIP OPPORTUNITIES 2018
6
Opportunities: • Naming rights: ‘RHS Malvern Spring Festival 2018 in partnership with YOUR BRAND’• Bespoke packages available on request from £50,000
Opportunities: • Naming rights: ‘Floral Marquee in partnership with YOUR BRAND’• Sponsor our Master Grower• From £5,000 to £30,000
Opportunities: • Naming rights to the Show Garden Arena, Green Living Spaces or Moscow Exchange• From £10,000 to £30,000
Floral Marquee A ‘go to’ feature of the festival and an impressive 190 metres in length, the Floral Marquee is home to over 70 award winning, handpicked plant nurseries.
Visitors flock here to buy the best plants and pick up specialist advice. In independent research, visitors reported that the Floral Marquee was the most enjoyed feature at the festival in 2017.
In 2017, 82% of nurseries achieved RHS Gold or Silver Gilt Medals, so Malvern’s Floral Marquee sets the highest horticultural standards.
Created to inspire visitors to grow and learn about plants, the Master Grower feature was introduced in 2017. At the heart of the Floral Marquee, this year’s Master Grower is Gold Medal winner, Avon Bulbs.
Show Gardens Along with the Floral Marquee, the Show Gardens are a main motivation to visit.
The show gardens are spectacular pieces of theatre and Malvern has always played a leading role in discovering up and coming talent: some leading names who began their careers here include Diarmuid Gavin, Chris Beardshaw, Paul Hervey Brookes and RHS Young Designer of the Year 2016, Caitlin McLaughlin.
A new category of small show gardens is introduced in 2018 – Green Living Spaces. Designers are challenged with finding inspiring solutions for compact, unusual and urban outdoor spaces including a Balcony Garden, Patio Garden or Freestyle Space.
Our Moscow Flower Show Exchange programme enters its second year and would be an interesting sponsorship opportunity for anyone with links to Russia eg a travel company.
Headline Partner Enjoy the benefits that only headline partnership affords, including but not limited to:• National brand exposure• Regional brand exposure in West Midlands, South West and South Wales• Stand out from your competitors• Positive engagement with RHS and Three Counties databases• Positive engagement opportunities with visitors at the festival• Generate long-lasting goodwill for your brand• Lead generation • Customer rewards and hospitality• Staff benefits
Stunning displays inside the Floral Marquee The Retreat by Villaggio Verde 2017Alan Titchmarsh outside the Floral Marquee Green
6
RHS MALVERN SPRING FESTIVAL PARTNERSHIP OPPORTUNITIES 2018
7
Opportunities: • Naming rights to Grow & Know zone from £10,000 • Naming rights to Grow & Cook Theatre from £5,000 to £10,000
Grow & Know The popularity of ‘grow your own’ and allotments continues apace and our Grow and Know zone offers practical advice about every aspect of growing.
Featuring the Grow & Cook Theatre with daily cookery demonstrations, a new National Plant Society marquee home to a wealth of knowledge and friendly advice, as well as Grow to Show – an amateur competition for individuals, groups, societies and clubs.
New for 2018, is the EGG feature where great ideas hatch. Designed by RHS medal winner, Hannah Genders, the EGG feature (it’s Eco, Green & Growing) will have a festival feel with music, talks on eco gardening, demonstrations and interactive art all centred around the theme of food growing and the community.
Opportunities: • Naming rights to Festival Theatre & Festival Green from £25,000• Sponsor a day’s programme or a celebrity for £5,000 to £15,000
Festival Theatre & Festival Green At the heart of the Festival on the vibrant Festival Green with music, street food and seating areas, the Festival Theatre is a major draw for visitors and a must see.
RHS Gold Medal winner Jon Wheatley is designing the stage for 2018 with his usual warm creative vision.
Sponsors can benefit from increased dwell time here as audiences rest and listen to master classes and talks by leading industry experts hosted by James Alexander-Sinclair, award winner writer and garden designer.
Previous celebrities have included Monty Don, Carol Klein, Alan Titchmarsh, Adam Frost, Joe Swift, Raymond Blanc and Mary Berry.
The buzzing Festival Theatre with our panel of celebrities Carol Klein & Martin Fish entertaining audiences
Opportunities: • Naming rights to Grow & Cook Theatre from £5,000 to £10,000
Food & Drink Partner with us and explore numerous ways to engage with visitors through the universal pleasure of food. The celebration of food at Malvern is second only to that of gardening.
Our specialist Food Hall features artisan producers and achieves high dwell times as visitors browse the produce, in particular seasonal local asparagus.
Our Grow & Cook Theatre, situated in the Grow & Know zone features cookery demonstrations by experts and chefs, all hosted by award winning food writer, Mark Diacono. Previous food experts and chefs at the festival have included Raymond Blanc, James Martin, Rachel Allen, Valentine Warner and Mary Berry.
Raymond Blanc & Mark Diacono cooking up a feast
RHS MALVERN SPRING FESTIVAL PARTNERSHIP OPPORTUNITIES 2018
8
School Gardens & Family Weekend We are committed to encouraging the next generation of gardeners with hands on interactive activities.
The perfect corporate social responsibility platform, our award winning School Garden Challenge always attracts warm plaudits.
Mentored by former BBC 1 Blue Peter’s gardener, Chris Collins, the collection of 15 gardens is unique for its feel good factor and we are grateful to BAM Construction for their ongoing support.
Partner with us for the School Gardens and/or the Family Weekend to reach a young audience and their families. Family Weekend features special fun events for younger visitors, including story-telling and open air travelling shows.
The Great Pavilion of Art & Flowers The Great Pavilion of Art & Flowers pays homage to the Crystal Palace in Hyde Park which housed the Great Exhibition of 1851, the inspiration for our theme for 2018.
Covering 2,600 square metres, the Great Pavilion of Art & Flowers houses floral exhibits from British cut flower growers, florists, floral art enthusiasts, sculptors and craftsmen.
A local Malvern hotel, Cottage in the Wood, will serve signature cocktails and a sampling menu from its award-winning 1919 Restaurant. So with a cocktail in hand visitors can learn about floristry tricks or watch creative and inspiring flower arranging demonstrations in the Pavilion’s Theatre.
Jonathan Moseley, floral expert from the BBC’s The Big Allotment Challenge, will create a spectacular centrepiece which will be sure to amaze and delight visitors.
Opportunities: • Naming rights to Live Well zone • From £20,000
Opportunities: • Naming rights to School Gardens from £15,000• Naming rights to Family Weekend from £7,000
Opportunities: • Naming rights to The Great Pavilion of Art & Flowers from £15,000• From £15,000
Carol Klein & Jekka McVicar in the Health & Wellbeing Garden Chris Collins with winners of the Best School Garden 2017 Floral expert Jonathan Moseley
Live Well New in 2017, our Live Well zone has evolved for 2018 into a powerful expression of what can be achieved when communities pull together.
Key features include the Work of Heart Garden, the world’s first knitted show garden installation, in aid of Sue Ryder Leckhampton Court Hospice and a ‘mandala’ feature created by Hellens Garden Festival which will grow over the course of our festival as visitors contribute to its creation. The Work of Heart Garden is already attracting significant media attention having been featured on BBC Midlands Today and BBC Points West News on 8 January.
The permanent Health & Wellbeing Garden designed by Jekka McVicar in 2017 continues to hold pride of place. Visitors loved spending time amongst the aromatic herb beds last year.
8
Sponsor BenefitsWe aim to develop collaborative relationships with all our partners to best achieve shared goals. Bespoke opportunities exist to engage with our audiences via our marketing channels.
Please contact us for more information (see back page).
RHS MALVERN SPRING FESTIVAL OUR FESTIVAL REACH
9
Our high profile and prestigious event offers a unique opportunity to engage with a national leisure time audience of several million people through multiple media channels and beyond the four day duration of the event.
Media & PR reachMedia coverage in 2017, including national TV, generated over 28 million ‘opportunities to see/hear’about RHS Malvern Spring Festival. Of this, 10% was national, 14% regional and 76% online with an overall increase in coverage of 34% from 2016.
Guaranteed broadcast & marketing reach for 2017National broadcast• 2.2 million viewers BBC2’s Gardeners’ World
National, regional and specialist press • 29,000 circulation Trinity Mirror Gloucestershire (Gloucestershire Echo, Gloucester Citizen & Stroud Life) • 30,000 circulation Newsquest (Worcester News + Hereford Times) • 102,000 reach Cotswold Life • 386,000 circulation The Garden (RHS membership magazine) • 208,000 circulation BBC Gardeners’ World • 170,000 circulation Country Living
Online • New website (March 2017) rhsmalvern.co.uk • 59,000 email database • 21,000 email database for RHS Malvern Spring Festival ticket buyers • Twitter followers (RHS 140,000, Malvern Shows 9,000) • 200,000 Facebook likes (RHS 200,000, Malvern Shows 2,000)
Print• 90,000 leaflets • 49,500 direct mail to Three Counties & RHS database • 12,000 programmes sold
Membership• 400,000 RHS Members • 3,000 Three Counties Members
75%
RHS MALVERN SPRING FESTIVALCoverage
2017770 pieces
of coverage
2016574 pieces
of coverage
2015237 pieces
of coverage
34%
225%
Online
Most Frequently Featured Publications
Total News Value
Glos Echo
Worcester News
Malvern Observer
The Garden
ProLandscaper
Malvern Gazette
Worcester News
The Happy Gardener
Hereford Times
Horticulture Week/ Malvern Gazette
Coverage
76%
14%
10%
Broadcast
Coverage
10
RHS MALVERN SPRING FESTIVAL FESTIVAL LAYOUT FOR 2018
GiantTerrariumFeature
Vehicle Compound
GiantTerrariumFeature
Vehicle Compound
GiantTerrariumFeature
Row 4
Row 3
Row 2
Row 4
Row 3
Row 3
Row 1
Avenue C
Avenue D
Avenue F
Avenue G
North GateEntrance
Festival Green
National PlantSocieties
Grow to Show
GROW & KNOW
GARDENROOMS
LIVE WELL
Floral Marquee
Severn Hall
Music
Rural Crafts
Teme Hall
The ArcadesPremiumShopping
Experience(Wye Hall)
Show Gardens
School Gardens
Members Avenue
OfficeBlock
TradestandOffice
Plant CrechePorter Service
PlantArcades
PlantArcades
PlantArcades
Health & Wellbeing
Garden
Food Hall(Avon Hall)
Great Pavilion ofArt & Flowers
Avenue G
Avenue F
Avenue D
Avenue C
Row 5
Row 5
Row 7
Row 8
MainTheatre
Music
Thea
tre
Gold
SouthGateMain
Entrance
West GateEntrance Coach
Visitors Entrance
Gold GateEntrance
Catering
Catering
Catering
Catering
Catering
Catering
Catering
Yellow Gate
RedGate
BrownGate
BlueGate
KEYOpen Space
Chinese Hat 3x3m
Open Space Islands
Chinese Hat 3x3m
Premium Corner Chinese Hat 5x5m or Open Space Island
Open Space Islands
Clear Span
Open Space
Shell Scheme
Food & Drink Pavilion
Catering Areas
Grow & Live Well
Malvern Parade
The Arcades
Food & Drink
Members Avenue (Avenue F)
Garden Rooms
WorldStreetFood
Catering
N
Please find out more by contacting Suzy Hillier Head of Commercial [email protected]
01684 584 918
CommercialOpportunitiesat Three CountiesThree Counties offers partners an exclusive range of benefits that provide an excellent return on investment
Three nationally recognised events with a collective footfall of over 260,000
Bespoke partnership opportunities available to meet your business objectives• Build brand awareness with inclusion in marketing collateral and PR activities
• Engage with show audience with emotive brand experiences
• Data collection with RHS members, Three Counties members and show visitors
• Corporate entertainment, VIP experiences and gala night opportunities
Partnership with Royal Horticultural Society
10-13 May 2018100,000 footfall65% AB
A celebration of countryside and rural life
15-17 June 201896,000 footfall59% AB
A celebration of harvest, gardening & food
29-30 September 201865,000 footfall65% AB
T007-2147 Corporate opportunities advert 148 x 210mm AW.pdf 1 06/09/2016 11:23
Each quadrant of the site has its own unique ‘hot spots’ to draw visitors around the festival and aid navigation.Key features are zoned enhancing the visitor experience and encouraging further dwell time and enjoyment.
10
RHS MALVERN SPRING FESTIVAL ENDORSEMENTS FROM OUR SPONSORS, DESIGNERS & EXHIBITORS
11
“We have been exhibiting at RHS Malvern Spring Festival for 27 years now and have always had amazing support from the team there. We find that visitors to the show are very knowledgeable and they are looking for a wide range of plant materials at a key time in the gardening year.The improvements made to the show in 2017 lifted it to another level of excellence – not to mention the incredible setting against the backdrop of the Malvern Hills.”Rob Hardy Owner, Hardy’s Cottage Garden Plants
“A show garden at RHS Malvern Spring Festival is my premium shop window and a major marketing investment. Visitors are highly engaged and travel good distances to come and see the gardens and experience the festival.Over recent years, I’ve seen the Festival develop into a gardening event of national significance and, if you are considering commercial partnership, then I am happy to recommend the team at RHS Malvern Spring Festival.”Peter Dowle, Howle Hill Nurseries RHS Chelsea Flower Show & RHS Malvern Spring Festival Gold Medal Winner
“We sponsored at RHS Malvern Spring Festival for the first time in 2017 as a Festival Partner. The exclusive hospitality event the team at Three Counties organised for us for over 100 of our invited guests was a great success. Before the festival opened to the public on Thursday, our guests enjoyed a reception followed by private tours of the Show Gardens. As a money can’t buy experience, this was very much appreciated by our clients and the warm feedback received post festival substantiates this. We look forward to returning to the festival with another preview event in 2018.”
Paul Nurden Divisional Director, Brewin Dolphin
“We have a strong and long standing association with Three Counties after partnering at RHS Malvern Spring Festival for three years now. The data collection opportunities are particularly useful to us, among the best of all the festivals and in 2017 we launched our new wood burners. Whilst we are a national brand and RHS Malvern Spring Festival is a national festival, there is something particularly special about the partnership as we are both Worcestershire based organisations.”Sue Pennington Consumer Brand Manager, Worcester Bosch Group
Floral Marquee Exhibitor
Hardy’s Cottage Garden Plants
Show Garden Designer
Peter Dowle, Howle Hill Nurseries
Major Partner
Worcester Bosch
Festival Partner
Brewin Dolphin
Suzy Hillier Head of Commercial E [email protected] T 01684 584918
Make our Malvern your Malvern
Claire Blackford Sponsorship Account Manager E [email protected] T 01684 584909
We welcome enquiries about commercial opportunities at RHS Malvern Spring Festival.Please contact the team to find out more.rhsmalvern.co.uk threecounties.co.ukThree Counties Showground, Malvern, Worcestershire, WR13 6NW
The Refuge (Garden) in aid of Help Refugees UK by Sue Jollans RHS Gold Medal 2017. The garden has been relocated to Warwick University.
Treehouse Garden by Mark Eveleigh 2017
Howle Hill Nursery ‘At One With … A Meditation Garden’ Best Show Garden & RHS Gold Medal 2017
