McAllen Special Events Sponsor Program

Sponsorship Program Overview
2019 - 2020

FIRST QUARTER - 2019
Palm View Sundowners 4
SECOND QUARTER - 2019
Dear Partners,
It’s not all work and no play in McAllen!
The City of McAllen produces fun and family
friendly events throughout the year that are
enjoyed by our community and visitors. Our
events are unique, one of a kind experiences
that would not be possible without the
partnership and investment of our sponsors.
We are fortunate McAllen’s business
community supports our efforts through both
financial and inkind contributions that take
our community events to a level of excellence
second to none. Included in this pamphlet are
opportunities for your business to participate
with the City of McAllen at a range you are
most comfortable with. Your business will be
branded alongside the City of McAllen as we
market our events throughout the region. We
have a variety of events that may meet your
civic interests and your advertising needs!
Please take a look the variety of opportunities
for your participation. On behalf of our citizens
and visitors to our City of McAllen a great big
thank you! The “show” can’t go on without you!
Sunset Live Concert Series
Day of the Child
Summer Reading Program
Movies in the Park
Amateur Golf Championship
THIRD QUARTER - 2019
Independence Day Celebration
Fiesta de Palmas
FOURTH QUARTER - 2019
South Texas Book Festival
McAllen Halloween Festival
Trick-or-Treat at the Library
Christmas Tree Lighting Ceremony
Christmas in the Park
McAllen Holiday Parade
FIRST QUARTER - 2020
McAllen CarFest
McAllen Marathon
6
8
10
12
14
16
18
20
22
24
26
28
30
32
34
ANNUAL PARTNERSHIPS
Mayor Jim Darling
City of McAllen
McAllen Performing Arts Center 38

The City of McAllen Special Events can offer an
outstanding platform to reach the entire South
Texas Community and, in some cases, the entire
country and Mexico. The unique and exciting
partnerships created help:
• Enhance a brand’s visibility in McAllen and the
Rio Grande Valley
• Engage each partner’s target market and
provide highly visible association with some of
the most anticipated events for the residents
of deep South Texas
Our events provide turn-key platforms that can
meet any marketing goal — from maximizing brand
visibility, high-volume sampling or targeting key
demographics.
Easy. Cost Effective. Mass Exposure.
AUDIENCE PROFILE
Our events appeal to all ages, ethnic
and economic levels, as well as
international visitors. All of our events
and programs are family-friendly.
MARKETING OPPORTUNITIES
Custom packages that offer an
opportunity for genuine brand
integration. In addition to standard
promotional benefits, the City
of McAllen will work with each partner to
create creative and effective opportunities for
engagement.
BRANDING OPPORTUNITIES
Custom packages that offer an opportunity for:
E-Newsletters • Brochures • Programs
Cards • Print Ads • Web Ads

Q1
TYPE:
VENUE:
DATE:
ATTENDANCE:
AGE:
SEX:
INCOME:
ETHNICITY:
Series of 25 9-hole tournaments
Palm View Golf Course
March 20 - September 4, 2019
(Wednesdays)
74 golfers per week
25-35
47% Men, 53% Women
$35,001 - $75,000
79% Hispanic
The Palm View Sundowners is a series of 9 Hole
Tournaments held at 5:30 PM every Wednesday
during the summer months; they are scheduled at 5:30
PM and in the middle of the week so they can serve as
“a break” from work and the golfer can come out for an
afternoon filled with fun and prizes.
Every event has its own awards presentation at the
conclusion of play, and includes several door prize
giveaways from local retail outlets, restaurants,
beverage distributors, hotels, banks, law firms,
carpentry shops, real estate companies, etc.-to name
a few.
WEB:
SOCIAL MEDIA:
www.palmviewgolf.com
Palm View Golf
SPONSORSHIP
OPPORTUNITIES:
• Title Sponsor
• Presenting Sponsors
• Door Prize Sponsor
PALM VIEW SUNDOWNERS

Q2
TYPE:
VENUE:
DATE:
ATTENDANCE:
TARGET
AUDIENCE:
Live music series
McAllen Convention Center
March-June, October-December
(second Saturday of the month)
6,000/month
Millennials, millennials with
children, pet lovers, music
lovers
Held every second Saturday of the month, the outdoor
concert series focuses on promoting the arts and giving
up-and-coming artists and musicians a different type
of exposure outside of the local bar scene. Sunset Live
has grown from 1,500 attendees to 6,000 each month
attributed mainly to social media and word-of-mouth.
The outdoor concert series also includes food trucks,
an artisan market filled with hundreds of hand-crafted
items, and most of all, some great live music from local
and regional artists. With the native palm trees and
foliage as the backdrop, Sunset Live events offer a big
city feel with the uniqueness of a Rio Grande Valley
sunset to set it apart from all the others.
SPONSORSHIP
OPPORTUNITIES:
• Series Presenting Sponsor
• Stage branding
• On-site branding
• Interactive activations
Packages can be customized to suit any
objective or budget, maximize brand impactdelivering
high visibility components that allow
increased reach or your brand message.
SUNSET LIVE CONCERT SERIES
WEB:
SOCIAL MEDIA:
www.mcallenconventioncenter.net
Sunset Live Outdoor Concert Series

Q2
TYPE:
VENUE:
DATE:
ATTENDANCE:
Literacy celebration
McAllen Public Library
April 30, 2019
over 1,000
Bring the whole family to celebrate the importance of
literacy for children of all backgrounds!
The McAllen Public Library’s “Day of the Child”
honors children and childhood, promotes literacy
and the importance of linking all children to books,
languages, and cultures. By honoring home languages
and cultures, we promote bilingual and multilingual
literacy and promote global understanding through
reading.
Crowd pleasing book give-away!
Every child takes home a free book to encourage a
lifelong love of reading.
DAY OF THE CHILD
WEB:
SOCIAL MEDIA:
www.mcallenlibrary.net
McAllen Public Library

Q2
TYPE:
VENUE:
DATE:
ATTENDANCE:
Literacy program
McAllen Public Library
May 6 - July 26, 2019
3,500
An annual tradition, McAllen Public Library proudly
presents a Summer Reading Program for children and
teens at all three of our branches – Main Library, Lark
Branch Library, and Palm View Branch Library.
With an aim to promote literacy by engaging
people from all over the community with books and
educational activities over the summer, our programs
connect us with many new patrons and families
who come to experience our dynamic resources and
services.
Theme for 2019
“A Universe of Stories”
WEB:
SOCIAL MEDIA:
www.mcallenlibrary.net
McAllen Public Library
SUMMER READING PROGRAM

Q2
TYPE:
VENUE:
DATE:
ATTENDANCE:
Series of 8 events, family-friendly
films, current titles
Westside Park Ballfields
June - August, 2019
1,000 per event
AGE:
AUDIENCE:
18 - 44
54% non-residents of McAllen
This annual popular summer movie series provides
8 possible promotional days. All movies are held at
Westside Park and are selected to be family friendly.
Film enthusiasts arrive as early as 6pm to set up their
areas; a perfect time for integrated brand activations
and engagement opportunity. All films are FREE and
start at sundown
SPONSORSHIP
OPPORTUNITIES:
• Series Presenting Sponsor
• Film Sponsor
• Logo Inclusion
• On-Site Branding Opportunities
• Pre-Event Activation Opportunities
MOVIES IN THE PARK
WEB:
SOCIAL MEDIA:
www.mcallenparks.net
McAllen Parks and Recreation

McAllen Amateur Golf
Championship
Q4 Q2
TYPE:
VENUE:
DATE:
ATTENDANCE:
Golf tournament
Palm View Golf Course
June 21 - 23, 2019
144 players
PLAYER
PROFILE:
Amateur golfers with an
established handicap of 12
or less
The McAllen Amateur Golf Championship was
created the summer of 2001 by a committee of local
golf enthusiasts. Its sole purpose was to promote
amateur golf in the Rio Grande Valley through a
competitive golf event that provides participants with
a “Professional Golfer” experience. It was first played
in 2002 and it immediately caught the attention of
golfers throughout South Texas and Northern Mexico.
Since then, it has fielded the best players in the Valley
every year and has been played in conditions very
similar to what the everyday golfer sees on nationally
televised golf tournaments-progressive tee time
starts, official starters on the tees, rules officials on
the course, fast greens, high rough, etc.
It is the premier golf competition in the Rio Grande
Valley and attracts the top amateur golfers from
South Texas and Northern Mexico .
WEB:
SOCIAL MEDIA:
www.palmviewgolf.com
Palm View Golf
SPONSORSHIP OPPORTUNITIES:
• Title Sponsor
• Presenting Sponsor
• Hole Sponsor
• Breakfast and Lunch Sponsors
• Putting Tournament Sponsor
AMATEUR GOLF CHAMPIONSHIP

Q3
TYPE:
VENUE:
DATE:
ATTENDANCE:
SEX:
ETHNICITY:
WEB:
SOCIAL MEDIA:
Series of family-friendly activities
Main Street / Archer Park and
Municipal Park
July 4, 2019
25,000
The City of McAllen is proud to host the annual
Independence Day Celebration, that in its 91st
year continues to be the largest Fourth of July
Celebration of its kind in the Rio Grande Valley,
attended by thousands of people each year. Various
events celebrating America’s independence are held
for the community throughout the day including: A
Patriotic Program, the Fourth of July Main Street
Parade, the traditional Freedom Fest in Archer Park,
and the annual grand finale- the Concert in The Sky
Extravaganza in Municipal Park.
Additional Events:
34% Men, 66% Women
91% Hispanic
www.mcallenparks.net
McAllen Parks and Recreation
SPONSORSHIP
OPPORTUNITIES:
• Naming Rights Sponsor
• Custom Branded Parade Float
• Logo Inclusion
• On-Site Branding Opportunities
• Pre-Event Activation Opportunities
INDEPENDENCE DAY CELEBRATION

Q3
TYPE:
VENUE:
DATE:
ATTENDANCE:
Cultural celebration
McAllen Convention Center
September 19-22, 2019
45,000
SEX:
ETHNICITY:
AGE:
INCOME:
38% Male, 62% Female
86% Hispanic
31 - 40
$35,000 - $75,000
The City of McAllen and The Mexican Consulate of
McAllen Present the Fiesta de Palmas Festival.
This fun-filled event is open to guests of all ages.
The weekend-long event will include live music
from local and international acts, vibrant dance
performances, a variety of international cuisine, and
an eclectic array of cultural activities for guests to
participate in. Residents from all over the Rio Grande
Valley are invited to take part in this special event.
Attendees will be treated to an array of sights and
sounds, courtesy of live music and dancers across
the event layout. Guests are encouraged to navigate
the different stages and booths to experience all the
festival has to offer. There will be a wide variety of
delicious, authentic foods and shopping from vendors
offering Asian, Latin-American/Mexican, Middle
Easter, European and other delectable cuisines for
guests to enjoy throughout the day.
SPONSORSHIP
OPPORTUNITIES:
• Sponsored live streaming
• Stage branding
• On-site branding
• Interactive activations
Packages can be customized to suit any
objective or budget, maximize brand impactdelivering
high visibility components that allow
increased reach or your brand message.
269,569
Social Media
Reach
5,628
Link Clicks
94%
Attendee
Satisfaction
FIESTA DE PALMAS
WEB:
SOCIAL MEDIA:
www.palmfest.com
PalmFest

Q4
TYPE:
VENUE:
DATE:
ATTENDANCE:
Literacy program
McAllen Public Library
October 12, 2019
7,000 - 10,000
The South Texas Book Festival links readers of all
ages with authors, performers, and publishers, and
fulfills the mission of the McAllen Public Library as a
place where people and ideas meet and connect. The
only festival expressly for children and teens and
their families in the region, bringing together 7,000 –
10,000 people in an action-packed single day!
Combining literacy promotion, regional and national
authors, and children’s entertainment in a festive
atmosphere, the McAllen Public Library promotes a
lifelong habit of reading for pleasure and fun.
WEB:
SOCIAL MEDIA:
www.mcallenlibrary.net
McAllen Public Library
SOUTH TEXAS BOOK FESTIVAL

Q4
TYPE:
VENUE:
DATE:
ATTENDANCE:
Themed festival and 5K race
Westside Parks Ballfields
October 12, 2019
6,000
LOYALTY:
ETHNICITY:
The annual City of McAllen Halloween Festival
Featuring Fright Nite 5K is quickly becoming
the can’t miss Halloween celebration in the city.
Including activities for all ages, a costume contest,
haunted house, music, food and candy it is definitely
an event for the whole family. Fright Nite 5K is
successful in providing the same opportunity for
everyone to enjoy the fun and slightly scary scenes
along the route. Boasting over 5,500 attendees in
2018- this annual event is sure to continue to grow
and welcome many in the years to come.
Additional Activities:
SPONSORSHIP
OPPORTUNITIES:
70% are returning attendees
84% Hispanic
Music • Games • Costume contest • Fright Nite 5K
• Naming Rights Sponsor
• Logo Inclusion
• On-Site Branding Opportunities
• Pre-Event Activation Opportunities
McALLEN HALLOWEEN FESTIVAL
WEB:
SOCIAL MEDIA:
www.mcallenparks.net
McAllen Parks and Recreation

Q4
TYPE:
VENUE:
DATE:
ATTENDANCE:
Trick-or-treating event
McAllen Public Library
October 31, 2019
4,000
A safe alternative to traditional trick-or-treating, the
elaborate decorations and engaging family-friendly
activities bring people from McAllen and surrounding
cities into the library for a candy-filled, sweet
adventure.
TRICK OR TREAT
WEB:
SOCIAL MEDIA:
www.mcallenlibrary.net
McAllen Public Library

Q4
TYPE:
VENUE:
DATE:
ATTENDANCE:
Christmas family event
McAllen Convention Center
December 2, 2019
5,000
The City of McAllen is happy to announce the 6th
Annual Tree Lighting Ceremony. Our 64’ pre-lit
Christmas tree is the largest Christmas tree in South
Texas. This grand display of holiday cheer will stand
tall and bright in Oval Park at the McAllen Convention
Center which provides the perfect setting. Already a
popular location to visit at Palms Crossings, the annual
attraction of the tree will make those visits even more
spectacular.
SPONSORSHIP
OPPORTUNITIES:
• Naming Rights Sponsor
• Logo Inclusion
• On-Site Branding Opportunities
• Pre-Event Activation Opportunities
TREE LIGHTING CEREMONY
WEB:
SOCIAL MEDIA:
www.mcallenconventioncenter.net
McAllen Convention Center

Q4
TYPE:
VENUE:
DATE:
ATTENDANCE:
Festival and Carnival
Municipal Park
December 5-7, 2019
40,000
SEX:
ETHNICITY:
AGE:
INCOME:
38% Male, 62% Female
86% Hispanic
31 - 40
$35,000 - $75,000
Christmas in the Park, is an annual two-day event
that is featured as part of the McAllen Holiday
Parade, is filled with engaging activities, music and
dance entertainment by local community dance
groups and award winning artists. The Heart of
America Carnival will kick off the festivities with an
additional day of rides on Thursday, December 5th.
Beginning Friday, December 6th, this exciting and
FREE event will be filled with CELEBRITIES and
attractions for the young and old alike. Friday will
feature the MHP Balloon Preview Experience, a
special presentation inflating the giant heliumballoons
that will lumber down the parade route
the next evening. The fun continues the next day
starting at 12 PM and continuing on through the
evening until midnight.
SPONSORSHIP
OPPORTUNITIES:
• Activation space for sponsor
activation to engage with attendees
• Stage branding
• Branded balloon
• Customized float
CHRISTMAS IN THE PARK
30
Food Booths
35+
Carnival Rides
& Games
3
Stages of Live
Entertainment
WEB:
SOCIAL MEDIA:
www.mcallenholidayparade.com
McAllen Holiday Parade

Q4
TYPE:
VENUE:
DATE:
ATTENDANCE:
PARTICIPANTS:
VIEWERSHIP:
Themed parade
Parade route, Veterans Memorial
Stadium
December 7, 2019
250,000
4,800
27,000,000
SEX:
ETHNICITY:
AGE:
INCOME:
WEB:
SOCIAL MEDIA:
55
Illuminated Floats
38% Male, 62% Female
86% Hispanic
31 - 40
$35,000 - $75,000
www.mcallenholidayparade.com
McAllen Holiday Parade
39
Giant Balloons
The Largest Illuminated Parade in Texas
17
Marching Bands
McAllen’s biggest, brightest and most anticipated
event of the holiday season will be held on Saturday,
December 7, 2019 at 6:00 p.m. The City will partner
with major event and parade production companies
to produce the largest illuminated holiday parade in
Texas.
SPONSORSHIP
OPPORTUNITIES:
• Branded Balloon
• Customized Float
McAllen Holiday Packages can be customized
to suit any objective or budget, maximize brand
impact, delivering high visibility components
that allow increased reach or your brand
message.
McALLEN HOLIDAY PARADE
Additional Attractions:
• Celebrities & Guest performances
• Enjoy performances by RGV’s best
8M
Social Media
Impressions & Reach
4.4M
Billboard
Impressions
17.7M
Bus Wrap
Impressions

Q1
TYPE:
VENUE:
DATE:
ATTENDANCE:
Car show, obstacle course
McAllen Convention Center
January 24 - 26, 2020
15,000
AGE:
SEX:
INCOME:
25-35
73% Men, 27% Women
$35,001 - $75,000
133,191
People Reached
33,221
Engaged Users
7.5+ Days
Total video views
McAllen International CarFest features an
incredible variety of over 300 vehicles under one
roof.
The three-day event features ten different
categories of vehicles ranging from classic and
antique to muscle cars, hot rods and race cars. The
event initiated in 2011 and has grown to be the
largest auto show in the Rio Grande Valley.
When not captivated by cars, show visitors can
participate in exciting family entertainment and
interactive activities.
McALLEN CARFEST
Jewel Attractions:
• 4X4 obstacle course
• Show & Shine
• Cook-Off
• Food trucks & Live
entertainment
• Celebrity cars
WEB:
SOCIAL MEDIA:
www.mcallencarfest.com
McAllen International Carfest

Q1
TYPE:
VENUE:
DATE:
ATTENDANCE:
Sports event, qualifier marathon
McAllen Convention Center
January 18 & 19, 2020
10,000 runners & spectators
AGE:
SEX:
INCOME:
ETHNICITY:
25-35
47% Men, 53% Women
$35,001 - $75,000
79% Hispanic
The McAllen Marathon Scott Crane Memorial
Run is a destination event that is expected to draw
more than 10,000 runners and spectators from
across the Rio Grande Valley, State of Texas and
Mexico. Runners will travel throughout McAllen
highlighting the best areas and attractions that
the city has to offer. The international event is
expected to have an economic impact upwards
of a half-million dollars. Our event is a Boston
Marathon Qualifier.
Events:
• 5K
• 10K
• McAllen Kids Marathon Final Mile
• 13.1
• 26.2
• 5-person full marathon relay
Participants:
• 15 States Represented (Texas, California,
Colorado, Florida, Hawaii, Illinois, Kentucky,
Michigan, Minnesota, Missouri, North Carolina,
Pennsylvania, Tennessee, Washington, Utah)
• 4 Countries Represented:
PARTNERSHIP
OPPORTUNITIES
• Naming Rights Sponsor
• Logo Inclusion
• On-Site Branding Opportunities
• Pre- Event Activation Opportunities
• Activation Opportunities – along the
route, at the post race celebration, in
the Expo
McALLEN MARATHON
USA MEXICO IRELAND DENMARK
WEB:
SOCIAL MEDIA:
www.mcallenmarathon.com
McAllen Marathon Scott Crane
Memorial Run

ANNUAL
TYPE:
VENUE:
ATTENDANCE:
Naming rights
McAllen Performing Arts Center
Over 180,000 annually
PRIMARY
MARKETS:
CAPACITY:
McAllen MSA, Cameron
County, Northern Mexico
1,820 seats
The McAllen Performing Arts Center (McAllen PAC)
serves as a premiere venue for the performing arts
so as to enhance the range, quality and accessibility
of cultural fare available to the public; to promulgate
arts education; and to contribute to the cultural life
of McAllen, the Rio Grande Valley, South Texas and
Northern Mexico.
Reach traget demographic by connecting in a way
that matters to them
On-Site branding:
• Connect with over 180,000 patrons annually
through over 150 events
On-Site branding:
32M
Yearly impression on
Facebook
Data:
• Access to audience surveys
• Social media demographic data
• Ticketing data
• Website/Cookie data
WEB:
SOCIAL MEDIA:
1.1M
Yearly engaged
users on Facebook
240,000
Yearly website
views
www.mcallenpac.net
McAllen Performing Arts Center
NAMING RIGHTS &
BRANDING OPPORTUNITIES
• Name on buidling
• Digital signage
• Directional signage
• Indoor areas
• Entrances
• Communications material
• Entrance floor mats
• Staff uniforms
McALLEN PERFORMING ARTS CENTER

We have an extensive selection of
marketing opportunities to suit any
objective and budget. All packages
can be customized.
Corporate Partnerships
(956) 681-1001
JOE VERA
(956) 681-1004
jvera@mcallen.net
AIDA MORENO
(956) 681-1017
amoreno@mcallen.net