Palmfest 2016 Partnership Opportunities

McAllen, Texas
PARTNERSHIP OPPORTUNITIES
www.palmfest.com
OCTOBER 1 ST & 2 ND , 2016

McAllen, Texas
Dear Community Partner,
Thank you for your partnership and investment in PalmFest International Folklife Celebration. Through the
participation of our corporate partners we were able to exceed our attendance goals by 30%, connecting
50,000 people with unique and memorable experiences.
EVENT HIGHLIGHTS
PalmFest 2015 had 50,214 attendees over the two-day celebration. The event had 123 live performances,
five stages of entertainment, an indoor rodeo, a classic car-show with over 50 entries, 40 different
food vendors, an indoor Mexican Artisan Pavilion, a kid’s carnival and family activities. New last year to
PalmFest was a Farmer’s & Home Baker’s Market, Pig Races, and a headlining performance by Pat Green
sponsored by Sprint. The new additions proved to be very successful for the overall event.
CORPORATE SPONSORSHIP HIGHLIGHTS
Our corporate partners were able to benefit from onsite exposure of our growing attendee base as well
as over $100,000 in media value. Total social media impressions for PalmFest exceeded one million and
attendee engagement increased as well. A new website was launched, with targeted search engine
optimization that increased unique website visits. The ease of navigation and presentation was also
a benefit to our corporate partners. PalmFest took home 14 marketing awards at Texas Festivals and
Event Association, including Best Sponsor, Best Single New Sponsorship Program, and Best Sponsorship
Program for an Individual Sponsor.
The average return on investment for our corporate sponsors was 8:1.
FINANCIAL HIGHLIGHTS
According to the University of Texas Rio Grande Valley—Data and Information Services Center, the
economic impact of PalmFest contributed to $1.5 million dollars to the local economy, generating $95,000
in local and state taxes; and $420,000 in wages and salaries. The event also created the opportunity for
community involvement with over 200 student volunteers.
LOOKING AHEAD
PalmFest wishes to continue to grow the event to make it one of the top five festivals in Texas. The
organizing committee realizes that this will only be possible with great partnerships and by continuing
to connect our attendees in a way that matters to them: through genuine and memorable experiences.
Omar Rodriguez
Director | McAllen Convention Center
City of McAllen

IT IS OUR DIFFERENCES THAT MAKE US ONE
The City of McAllen is the epicenter where rich
and diverse cultures blend together into one
unique community that welcomes residents
and visitors with open arms. Our culture is
not Texan, nor is it Hispanic or Mexican. It is
uniquely and proudly McAllen.
PalmFest “International Folklife Celebration”
is a festival that celebrates this rich history
and diverse culture. With entertainment that
excites you, historical displays that move
you, shopping that thrills you and food that
delights your palate, genuine and memorable
experiences are part of the fabric of PalmFest.
MISSION STATEMENT
PalmFest’s mission is to enrich the quality of
life of the Rio Grande Valley and celebrate
the mix of different cultures through
heritage, education, music, entertainment
and dance. The event creates long lasting,
unforgettable experiences for residents
and visitors of the area.
EVENT VISION
The vision of PalmFest is to be a nationally
recognized, financially sustainable
community festival that embraces the
past, present, and future of the Rio
Grande Valley through a family friendly
atmosphere, education and leadership.

ABOUT PALMFEST
Every October, this two-day festival
takes over the McAllen Convention
Center District, including 174,000
square feet of indoor space.
PalmFest has been successful in
attracting and keeping people coming
back, over 55% of attendees have
attended PalmFest in previous years.
Admission is $5 and kids under 12 enter
for free. Parking is also free.
ATTENDEES ARE ABLE TO ENJOY:
art heritage food music
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
Rodeo FIVE
marketplace
Outdoor Arts & Crafts Shopping
Locally grown produce & food demonstrations
farmer's & Home Baker's
m a r k e t
Historical
&Wildlife
Palenque
kids
ville
STAGES
over 100 live
performances
••••••••••••••••••••••••••••••••••••• • ••••••••••••••••••••••••••••••••••
Classic
Car show
INDOOR RODEO OVER 50 ENTRIES
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
Exhibits
••••••••••••••••••••••••••••••••••••••
Carnival & Activities
FOOD
40 DIFFERENT
VENDORS
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
headliner performances & much more
••••••••••••••••••••

EVENT
SNAPSHOT
Held on Saturday, October 3 rd and Sunday,
October 4 th , 2015 marked the 10th year
anniversary of the PalmFest. The event
broke all attendance records, with over
50,000 people in attendance. The event
has been successful in attracting and
keeping people coming back, over 55%
of attendees have attended PalmFest in
previous years.
• MEDIA VALUE
The media value associated with
PalmFest was over $100,000.
Total social media impressions for
PalmFest exceeded one million and
attendee engagement increased as
well.
• EVENT ADVERTISEMENT RECALL
Facebook (36%) was ranked the
highest of the ways attendees heard
about PalmFest. Television and
word-of-mouth from friend/family/
relatives were second highest with
30%. Radio (23%) was mentioned
by more attendees than newspaper
(15%).
• SPONSOR RECALL
Sprint and KRGV Channel 5 had
the highest sponsor recall with 51%
recalling the company. Pepsi had the
second highest recall rate with 48%,
followed by Budweiser (32%), Green
Mountain Energy (30%), Rainbow
Play Systems (29%), Ponchos (28%),
Wells Fargo Bank (27%), Clark
Chevrolet (26%) and others.

CONSUMER PASSION POINTS
ATTENDEE EXPERIENCE
Palmfest attendees stay several hours at the event
to enjoy all the activities, food, music, shows, and
entertainment. The average time spent per group
at Palmfest was 4.4 hours
4.4 HRS
TIME
Why do they attend?
80
70
60
50
37%
62%
34%
45%
36%
32%
40
22%
30
20
10
0
HERITAGE
VILLAGE
SHOWS
FOOD
KIDSVILLE
MUSIC
ARTS & CRAFTS
CAR SHOW
Nine in every ten persons (91%) surveyed rated their
PalmFest experience as “excellent” or “very good” indicating
their satisfaction with the event.

CONSUMER PASSION POINTS
PASSION POINTS
Social media as an advertising medium has increased over
the past few years as the popularity of social media sites,
particular Facebook, has grown.
According to research, one in every three people
in the U.S, more than 128 million, visit Facebook
every day. It is not surprising that 53% of the
attendees at PalmFest said Facebook was the
best type of advertising to reach them.
53%
of the a ttendees a t Palmfest
said Facebook w as the b est
type o f advertising t o reach
them.
Traditional mediums are still good media to advertise
Palmfest
TV
32%
PRINT MEDIA
18%
RADIO
24%
E-MAIL & WEB
28%
TWITTER
7%
PRINT MATERIALS
25%
SPONSORSHIP INFLUENCE
BRAND LOYALTY
In addition to exposure to their company
and their products and services, a sponsor’s
participation has an impact on a person’s
likelihood to purchase their product or service.
44%
Overall, in addition to the exposure they get
to their company and products and services, a
company benefits from the goodwill or positive
experience that a person associates with the
event and the sponsors that participate in
supporting the event.

DEMOGRAPHICS
This demographic study was conducted by the University of Texas Pan American Data and Information
Services Center (DISC) to provide economic and demographic data about who attends Palmfest,
why they attend, how they live and what they like about our event.
65%
WOMEN
35%
MEN
74%
BROUGHT
CHILDREN
VS
26%
DIDN’T BRING
CHILDREN
VS
The average number of adults
per group was 2.7, while average
number of children per group for
those bringig children was 2.4.
100%
88%
21 - 30 YRS
31 - 40 YRS
90%
22%
AGE
35%
80%
70%
60%
50%
ETHNICITY
White
23%
11%
3%
5%
18 - 20 YRS
61+ YRS
40%
30%
20%
9%
2%
1%
Hispanic
African-American
Other
41 - 50 YRS
51 - 60 YRS
10%
0
69%
OWN
VS
31%
RENT
10%
$100,001 - $150,000
7%
$150,000+
30%
$35,001 - $75,000
14%
Under $15,000
HOUSEHOLD
INCOME
01 02 03 04 05 06 07 08 0
17%
$75,001 - $100,000
22%
$15,001 - $35,000

ECONOMIC IMPACT
50
THOUSAND
$
420
THOUSAND
$
1.5
MILLION
$
70
$
95
THOUSAND
International
and domestic
attendees
Wages and
salaries
generated
Total economic
impact on local
economy
Average amount
spent per group
Local and state
taxes generated
This analysis estimates the economic impact of
PalmFest on the local economy. The analysis is
based on IMPLAN, an input-output model which
embodies the connections between industries
in the region and household and governmental
activities. The data used for the model is
for Hidalgo County as most of the attendees
were from Hidalgo County. Total expenditures
related to PalmFest amounted to $1,016,570.
When total expenditures were inputted into the
IMPLAN model it produces indirect and induced
effects through the multiplier effect. The total
economic impact is the sum of the direct,
indirect, and induced impacts of PalmFest. The
total output or economic impact of PalmFest
was $1.5 million.
* Source: IMPLAN data model outputs for Hidalgo County based on PalmFest
data, Data Center, UTRGV Data and Information Services Center.

OPPORTUNITIES & BENEFITS
Your business goals and objectives are unique to your industry and company so there
are no “one size fits all” set of marketing benefits. We will work with your company to
create benefits that generate a return on investment and return on objectives for your
company while providing valuable services and amenities that enrich the quality of life to
the residents of the City of McAllen and surrounding communities.
EXPOSURE & PUBLICITY
THROUGH CREATIVE
MARKETING
Be a part of an integrated marketing campaign valued at over $100,000. The opportunity
to show your corporate social responsibility with visibility through our television and print
media channels including: ABC, CBS, Univsion, Telemundo, Time Warner Cable, Fox, The
Monitor, Texas Border Business
You will also gain broad exposure to key audiences through our website and social media
channels including Facebook, Twitter and Instagram totaling over 130,000 followers. Our
goal is to create conversation not commercialization.
ONSITE EXPOSURE
• Key onsite promotional area
• In-event advertising
• PSA announcements
• Signage and logo placement
BRAND
DIFFERENTIATION
Brand differentiation is what you offer or do that sets you apart from
other companies similar to you. PalmFest offers opportunities to stage
experiences that create lasting impressions in the minds of our attendees.
A sponsor can benefit greatly from the strong emotional pull on fans
during an events progress and outcome, these are the times at which
customers are at their most engaged and excited. This creates a unique
opportunity for relevant interaction.

OPPORTUNITIES & BENEFITS
SPONSORSHIP
ACTIVATION
Beyond signage, media impressions, and hospitality, the PalmFest marketing team will help
you activate your sponsorship and take it to the next level. It is the process of crafting
messages and communication that will help to form the impressions people will have about
your company and express who your company is at its core.
SALES
OPPORTUNITIES
Capitalize on the following sales opportunities:
• Direct sales
• Product demonstrations
• Sampling opportunities
• Lead generation
• Product Placement
CONNECTING
WITH THE
HISPANIC MARKET
The population of the Rio Grande Valley is 1.2 million, Hispanics represent
88.3% of McAllen’s MSA population. McAllen MSA has the 15th largest
Hispanic population in the U.S. and is the 6th largest market. If the border
communities on the Mexican border were included, the RGV would rise
to the number two Hispanic market in the U.S.

OPPORTUNITIES & BENEFITS
ASSOCIATIVE
BENEFITS
Category Exclusivity: the ability to promote your company or brand and be the only company
within your product or service category associated with the sponsored property.
Ownership: Own an element of the event exclusively with the freedom to activate unique
and innovative promotions.
Pass Through Rights: The associative benefits of pass through rights can offer sponsors
tangible cost savings, as well as representing the strong relationship of the event and
sponsor in the minds of their consumers.
*Optional one of a kind benefits
HOSPITALITY
PalmFest offer experiential platforms that accelerate and deepen brand relationships. Treat
your guests with tickets for preferred seating locations, passes to private receptions, or
invitation-only hospitality suites, the ability to meet celebrities, and other exclusive unique
considerations.
AUDIENCE
RESEARCH
& DATA
The City of McAllen will conduct evaluation reports, economic impact studies and spectator
surveys to determine media evaluation, brand tracking, customer satisfaction and community
impact. We will work with your company to determine metrics for sponsorship evaluation
to make sure we are hitting the right benchmarks and improve your overall sponsorship
portfolio by evaluating all sponsorship assets and identifying individual performance.
SHOWCASE
CORPORATE
RESPONSIBILITY
The City of McAllen will conduct evaluation reports, economic impact
studies and spectator surveys to determine media evaluation, brand
tracking, customer satisfaction and community impact. We will work
with your company to determine metrics for sponsorship evaluation
to make sure we are hitting the right benchmarks and improve your
overall sponsorship portfolio by evaluating all sponsorship assets and
identifying individual performance.

McAllen, Texas
SPONSORSHIP ASSETS
Diamond Partner
Platinum Partner
Gold Partner
Silver Partner
Bronze Partner
One of a Kind Benefits
ADVERTISING & PROMOTION
ENTITLEMENT
Event logo “Presented by” Tag •
Event website exposure Logo inclusion • • • • • •
Event print advertising Logo inclusion • • • • • •
Event radio advertising Mention on all radio spots • Custom
Event TV advertising Logo inclusion & mention • • • •
Event social media Impressions 10,000 5,000 Custom
Event social media Dedicated posts in the 15 days prior to event 15 15 8 Custom
Event news release Mention in all news releases • • • •
ON-SITE ACTIVATION
ENTITLEMENT
Space for demonstration • • • • Custom
LED Screen 30 sec. spots Provided by sponsor 20 10 5 Custom
Sampling/Promo Opportunity Some portion/size restrictions may apply • • • • • •
Public Address announcement Provided by sponsor 20 16 12 8 4 Custom
Approved banners To be displayed throughout event grounds 10 4 Custom
Digital logo inclusion 250 150 100 60 20 Custom
Printed logo inclusion • • • • • •
HOSPITALITY
ENTITLEMENT
Event tickets 200 100 75 50 25 Custom
Passes to VIP hospitality lounge • • • • • •
Parking pass 6 4 4 2 2 Custom

www.palmfest.com
For sponsorship information, contact:
McAllen Convention Center
700 Convention Center Blvd. McAllen, TX 78501
t. 956.681.3800 • f. 956.681.3840 • www.mcallen.net
McAllen, Texas
Yajaira Flores
Manager of Sales & Event Services
yjflores@mcallen.net
Carina Jimenez
Sales Coordinator
cjimenez@mcallen.net