harmony festival 2010 sponsor kit

2010 Festival & Sponsorship Overview

JUNE 11 - 13 2010 32nd AnnualSonoma County Fairgrounds

Santa Rosa, California

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MUSIC - ART - ECOLOGY - HEALTHY LIVING - SPIRITUALITY

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Harmony FestivalThe 2009 Harmony Festival attained new levels of success in attendance and media coverage by building upon our 30 plus year history as Northern California’s premier progressive lifestyle celebration, and with our expansion into the action sports arena with the high octane Eco Cup skate expo. We expanded on our unique “progressive county fair” business model, incorporating into our event a diverse array of “edu-tainment” – cross-generational entertainment & educational programming that promotes strong community values, cutting edge culture, sustainable business practices and healthy living.

In a challenging business climate, the Harmony Festival expanded, selling out over 350 sponsor and exhibitor booths and reaching all time highs in gross revenues and record breaking attendance of over 35,000 people. Participating in the Harmony Festival is a truly rewarding experience and a valuable business investment.

Recent PerformersRecent performers & speakers include:Damian Marley, Erykah Badu, Danny Glover, Daryl Hannah, Bob Weir & Ratdog, Michael Franti & Spearhead, George Clinton & P-funk, Brian Wilson, India Arie, Matisyahu, Julia Butterfly Hill, Mickey Hart, Dead Kennedy’s, Amy Goodman, War, Cake and Taj Mahal.

Festival Overview

We value the quality and diversity of our recent sponsors:



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Exhibitors &Vendors

QualityWorkshops

Bands &Speakers

The CuttingEdge

FestivalAwards

Family Friendly

Harmony’sVillage Areas

Harmony After Dark

A GreenExperience

Harmony Eco-Cup

•We produce a wildly popular village mar-ketplace experience with over 300 exhibi-tors featuring a vast array of goods, prod-ucts and services. One of the largest and most successful and vendor friendly events on the festival circuit selling out for three years in a row!

•As one of the best music & cultural events in the nation, our per-formers are chosen for their commitment to, and alignment with our progressive val-ues. We feature over 75 world-class bands and speakers per-forming on multiple stages day and night.

•Voted by the public in regional press as “Best Festival In The North Bay” for 15 years in a row and “Best Mu-sic Festival” for the last 5 years. Established on national Music Festival circuit as a premier “Must go to” event.

•Ten distinct villages and attraction areas for sponsorship, in-cluding the Eco Vil-lage, Kid’s Magical Playground, Goddess Temple, Healing Sanc-tuary, Alternative Fuel Vehicle Expo, and our dynamic Harmony After Dark venues.

•For over 10 years Harmony has led the way with our “Green-ing of the Festival” commitment with renewable energy powered performance stages, biodegrad-able vending supplies, green education work-shops and much more.

•Dozens of world-renowned speakers leading workshops on popular topics relat-ing to healthy living, alternative medicine, renewable energy and crucial issues sur-rounding social justice.

•Alternative Fuel Vehi-cle Expo & Green Tech exhibit zone – featur-ing cutting edge tech-nological innovation in the field of transpor-tation, Green technol-ogy, and renewable energy.

•We feature a vibrant Kid’s Magical Play-ground produced for kids and parents, with live entertainment, workshops, games and parades, plus fam-ily friendly vendors and exhibitors.

• Harmony After Dark presents late night live music from electronica to Jam Band capped by the Legendary Sat-urday Night Techno Tribal Dance where Burning Man meets Cirque Du Soleil.

•High energy Youth oriented “X Games” styled action sports expo featuring live music, life style ven-dors and world-class athletes competing for cash and prizes.

Festival Highlights



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The Harmony Festival prides itself on the values, quality and diversity of its sponsors, performers, and the unique, progressive demographic that we serve.

LocationThe Harmony Festival is located right in Santa Rosa, CA in the heart of the Sonoma/Napa Valley wine country in the North Bay Area, just one hour north of San Francisco providing easy access to over 7 million people in the greater Bay Area region.

Core DemographicOur core demographic is often referred to as LOHAS (Lifestyles Of Health & Sustainability) and is equally balanced between affluent males and females in the 30-55 age range, comprising about 50% of our attendees. With the recent addition of top name alternative rock and Hip-hop acts, and the incorporation of action sports our audience has increasingly skewed younger to the 14-28 age range. Leading edge companies are quickly recognizing the importance of tapping into this rapidly expanding, trend-setting youth oriented market sector.

Cutting-Edge

Harmony Festival has been ahead of the social and business curve for over 30 years and is now riding the crest of the current cultural wave. Transformation and innovation are the key ingredients to Harmony Festival’s long time success and many successful green/eco-friendly companies & and products have made their debut at our event. Over the past three decades the Harmony Festival has been integral in introducing such pioneering concepts as solar & and renewable energy, hybrid & and bio-diesel vehicles, alternative healing practices, world-beat, new age and spiritual music, nutritional supplements, natural fiber clothing and focused on the benefits of organic food and better nutrition.

A Diverse MarketplaceThe format of the Harmony Festival allows for a diversity of business integration to better connect consumers with companies that is unmatched by any other event.

• Test,sampleordisplayanewbusinessproductorconcept.

• Sponsor a village attraction, speaker, workshop or related event thatappeals to your core area of interest.

• Increase the overall size and diversity of your current customer basethrough product sampling, interactive surveys and data collection.

• Compareandcontrasthowyourcompany/product/servicesmatchesupagainst others in your field.

• Maximize a return on your marketing dollars by becoming asponsoring partner of the Harmony Festival, and build upon 30 years of positive community service.

Sponsorship Advantages Our Demographics

The Harmony Festival attracts a health and ecologically conscious audience throughout Northern California and increasingly across the west coast, comprised largely of “Cultural Creatives” who actively support the burgeoning Lifestyles of Health and Sustainability (LOHAS) movement.

This demographic represents one of the fastest growing markets in North America with attendees largely coming from the North Bay counties of Sonoma, Napa, and Marin, often sited as one of the most affluent and socially progressive regions in the entire country. The festival also draws heavily from the urban centers of San Francisco, Berkeley, Oakland, Sacramento and Davis, as well as the San Jose, Santa Cruz and Monterey areas to the south, and Mendocino and Humboldt counties to the north as far as to the Oregon border.

•35,000 attendees (8,000-12,000 per day)

•50% male / 50% Female•75% Caucasian / 10% latino / 5% Asian / 5% African American•Core audience ages: 18-34 40%

/ 35-54 35% / 55 above 10% / Under 18 15%

•Income: 50% mid $50k-75k / 25% High $75k plus



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In addition to the high-traffic, in-person branding opportunity available as 35,000 festival attendees come into contact with your company, the Harmony Festival comprehensive PR and marketing campaign employs leading traditional and new media outlets to reach an audience of over 2,000,000 individuals throughout the western United States.

PR & Marketing Benefits1. Multi-tiered Internet promotion via our integrated web, email, newsletters

and Harmony Festival On-line community reaching over 2 million users

2. Access to The Harmony Festival Online Newsletter with over 20,000 members receiving bi-weekly newsletters

3. Participation in the largest (35,000 attendees in 2009) and longest (32nd Annual) running event of its kind on the west coast featuring over 300 vendors and dozens of national and regional sponsors

4. Comprehensive marketing campaign featuring promotional opportunities in 100’s of custom advertisements in the Bay area’s leading print, radio, ads and TV outlets as well as innovative web and social networking campaigns

Print Promotion & MediaOur print materials are a valuable marketing tool for sponsors. Utilizing direct distribution partnerships and professional marketing street teams our materials are effectively distributed throughout Northern California to the Oregon border. Our custom designed full-color festival program is distributed directly through the areas two leading weeklies The Bohemian and Bay Guardian (100k combined circulation) We also utilize direct mailing campaigns culled from our extensive in-house mailing lists, Chamber of Commerce, and other local business development agencies.

The Harmony Festival also utilizes over 30 print media publications mixing national, regional and local sources including: The San Francisco Chronicle, The Marin Independent Journal, The Santa Rosa Press Democrat, The Bay Guardian, Santa Cruz Metro, Mother Jones, The Utne Reader, Common Ground, The North Bay Bohemian and The Pacific Sun.

Internet Promotion• Interactivepromotional opportunities throughourdedicated festivalweb

site (www.harmonyfestival.com) including product give-a-ways, email registration, demo videos, links and banner ads.

• Strategic marketing campaigns with numerous online media portalsincluding: jambase.com, sfstation.com, nitevibe.com, urb.com, relix.com, myspace.com, and google.com.

• Our targeted email announcements reach a focused database ofapproximately 20,000 registered regional subscribers and over 2,000,000 targeted users nationally.

• web-linksand integrationwith100’sof sponsor,exhibitor,performer andallied organization’s websites, newsletters and email blasts

PR & Marketing

- Our comprehensive marketing campaign reaches millions of conscious consumers across the nation and creates a lasting positive impression in our community -

vRadio & TVOur radio and TV marketing includes:

• 300+ Radio Ads 30”- 60” secondcommercials with options for Sponsor tags on 8-10 regional radio stations including KFOG, KPFA, KRSH, The Fox, The River & KMUD.

• 200+ TV Ads on several prominentindependent regional stations including Comcast, Link TV, KRCB Channel 22, KRON CH4.

OUR CAMPAIGN INCLUDES THE PRODUCTION OF:

• 200,000 Full-Color Post Cards & Flyers • 75,000 Festival Programs • 15,000 Full-Color Posters • 2 Million+ emails • 300+ Radio & TV Ads



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Village AreasSponsors & Exhibitors work together to create thriving villages

Clean Tech Expo

This exhibit promotes the latest advancements in the automotive technology, alternative transportation and renewable energy fields and features all manner of alternatively-fueled vehicles and energy technologies.

Eco VillageExhibitors work together to create a thriving village marketplace area that features renewable energy resources, permaculture displays, education workshops and cutting-edge tools dedicated to environmental preservation and sustainable business practices.

Harmony Eco-CupA dynamic area within the festival, the Harmony Eco Cup welcomes the powerful and rapidly expanding ecologically conscious action-sports festivalgoer of all ages to a new home at the Harmony Festival.

Goddess Grove

The Goddess Temple exhibit area showcases entertainment, products and teachings that honor the feminine aspects of our world, promoting women’s health, spirituality and consciousness as essential aspects for the overall well-being of our society and the planet.

Health & Healing SanctuaryThis area features many of the region’s esteemed practitioners and vendors in alternative health. Keynote speakers and instructors lead interactive participatory explorations through a variety of healing arts modalities, yoga practices, and personal growth workshops.

Kids Magical PlaygroundA thriving kid-zone featuring an array of activities and entertainment, featuring music performance, circus acts, plays and workshops. We have integrated a selection of kid-focused exhibitors, vendors and educational programs that guarantees hours of fun for the whole family.

Well-Being Pavilion & Culinary ExpoHosted in an indoor expo hall, the pavilion and expo includes over 50 exhibits and vendors showcasing the latest advancements in holistic health and natural and organic cuisine.

Camp HarmonyCamp Harmony encompasses a variety of fantastic community services and events including theme camps, a quiet family area, community cleanliness zones, RV hook-ups, a VIP Hostel and Bar-B-Q’s



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•ALO•BalkanBeatBox•DavidStarfire•K’Naan•RandomRab•MedicineDrumwith Wisdom•Legba’sLightTributeto Miles Davis

•DJGaudi•JoanBaez•Kitaro•Luminesque•Matisyahu•NANDA•Shpongle•TheORB

Techno Tribal Dance Harmony After Dark celebrates the 11th-year anniversary of the legendary Techno-Tribal Dance and its bedazzling display of music, underground dance culture, art and performance! The show is a mix of live electronica, Burning Man fire performers, trapeze artists, DJs, and walkabout stilt performers. Some have called it a mini-Burning Man indoors.

Counterpoint to mainstage is the plushed out chill temple, a sensory saturation of live performance painting by Andrew Jones’s Pha-Droid and mesmerizing visual projections. Add to that a full-color laser show, 8 x 30’ projection screens, massive inflatable props, a line-array sound system, and a state-of-the-art lighting show that attracts every demographic from Burning Man enthusiasts, to students, hippies, ravers, clubbers, spiritualites, parents, teens, and urban SF music connoisseurs.

Harmony After Dark

Harmony After Dark

The Harmony Festival appeals to fans of all bay area night life has to offer and once the sun goes down things really start to heat up at the Harmony After Dark night zone.Our luscious ambiance and engaging programming transforms the Festival into an amazing late night spectacle where anything goes with music, performance art and the unexpected. Burning Man meets Cirque Du Soleil at the Amazing Grace Pavilion shows capped by the legendary Saturday Techno-Tribal Dance. Kirtan and World Music stars cross paths with Jam Bands and Reggae lovers. Chill Zones, Tea Houses and interactive art displays provide places to interact with vendors to nourish the body, mind and soul. Harmony After Dark provides a great venue for night life focused sponsors to showcase their goods and services and interact with a lively good time loving audience.

Harmony After Dark 2009 programming featured performances by:



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2010 Harmony Eco-Cup Action Sports ZoneThe ZoneLast year’s introduction of the Harmony Eco Cup Zone and X Games style skating competition was a stunning success, attracting a vibrant youth-oriented music & action sports demographic to the Harmony Festival. The event garnered massive media attention and delivered stirring musical performances from such prominent bands as Pepper, Rebelution, Bad Brains and The Dead Kennedys, plus the North Bay debut of the Mega-Ramp and ten of the world’s top-ranked professional skaters, including Bob Burnquist, Danny Way and Jake Brown competing for cash and prizes.

The Harmony Eco-Cup taps into the powerful and rapidly expanding market of the ecologically conscious action sports movement and initiates a new era of underground grass roots events -- bringing independently promoted events put on not only for the underground alternative culture, but also by the people who actually live that lifestyle.

The Sonoma County Fairgrounds is a premier venue with a 10,000 per day capacity. From mild to wild, the North Bay has it all, and has long been a world-renowned destination for those living new and alternative lifestyles. Regardless of whether you’re into skateboards, Harleys, tattoos, BMX, or alternative music, you’ll find yourself at home here.

Sponsorship Advantages

Maximize a return on your 2010 marketing dollars by becoming a sponsorship partner of the Harmony Eco Cup! The format of the Harmony Eco-Cup allows for a vast diversity of business integration. Test, sample or display a new business product or concept. Sponsor a particular area attraction, workshop or event that appeals to your core area of interest to potentially increase the overall size and diversity of your current customer base. Maximize a return on your marketing dollars by becoming a sponsorship partner of the HarmonyEco Cup!

PR Performance and Benefits• Positive brand association with hundreds of thousands of

consumers, cultural creatives and trendsetters in northern California

• Immediateaccesstothelargestalternativeandundergroundpopulation is the U.S.

• Directconnectionwithover35,000attendeesoverthreedayfestival

• Brandingon100,000+posters,flyers,cards,programsandmedia releases distributed throughout the greater Bay region.

• Incorporation in dozens of Print Media publicationsincluding: The San Francisco Chronicle / SF Weekly / The Bay Guardian / Skateboard specialized media Thrasher Magazine, with a monthly circulation of over 250,000.

• Multi-tiered internetpromoviaourwebsite,email listandextensive online community network of over a million users.

• Radio and TV marketing on over a dozen key stationsthroughout Northern California with an emphasis on key regional college radio stations: The Bone | KFOG | TV 20 | Comcast

Featured AttractionsMain Stage: With premier lighting and sound, the Main Stage hosts national headlining artist and popular regional acts performing massive amounts of music to a capacity crowd of 7,000 during the entire 3 day festival!

Kids Zone: As a family-friendly event, we’ve developed a thriving kids zone featuring an array of exciting kids activities and entertainment with band performance, graffiti workshops, interactive video games, and a chance to watch and even meet some of their favorite skaters in a safe, drug free environment.

Harmony Cup: The Harmony Eco-Cup competition on the Mega Ramp brings together ten of the top skaters from around the world. The North Bay has always been known as an action sports mecca and we’ll reaffirm it once again with skate legends vying for $40,000 in prize money!



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Harmony Festival 2010 Sponsorship Benefits Levels



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Harmony Festival P.R. & Marketing Communications



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harmony festival 2010 sponsor kit

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