2009 Sponsorship Proposal
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Edinburgh 2009
Contents Introduction - The Edinburgh Festival Introduction - The Pleasance Pleasance stats Pleasance Courtyard Pleasance Dome and Brooke’s Club Media opportunites Sponsorship opportunities Facts and figures at-a-glance
3 4 5 6 7 8 9 10 & 11
Pleasance sponsorship proposal 2009 | 4
The Edinburgh Festival Fringe The Edinburgh Festival Fringe is the largest festival on the planet (Guinness Book of World Records) attracting high quality and innovative performances from the world’s most exciting talent, alongside established household names. Edinburgh now welcomes 2.6 million visitors to its festivals each summer. Record audiences last year made the Fringe a 1.7 million ticket success, smashing all arts festival records and reflecting a 10.8% increase on 2007 figures. Fringe 2008 featured 31,320 performances of 2,088 shows in 247 venues. The Pleasance welcomed 500,000 visitors, selling 20% of all festival tickets.
Images courtesy of the Guardian - ‘A Pleasance Day’
Pleasance sponsorship proposal 2009 | 3
The Pleasance Over 25 years, the Pleasance has grown into the largest and most highly respected venue at the Edinburgh Festival Fringe, with an international profile and a network of alumni that reads like a Who’s Who of contemporary culture. The Pleasance is on its own the single largest festival on the planet. Split between two venues, the Pleasance Courtyard and the Pleasance Dome offer twenty-one performance spaces, ranging in size from 50 to 740 seats, with nine on-site cafes and bars attracting crowds to the all-day buzz and legendary atmosphere from midmorning to 4am throughout August. As well as attracting big names such as Alan Rickman, Frank Skinner and Paul Merton, the Pleasance is also the most popular venue for up-and-coming artists and companies. The programme has included a veritable hall of fame: Peter Kay, Timothy West, Stephen Fry, Jo Brand, David Baddiel, Al Murray, Steven Berkoff, Richard Whitely, Cheek by Jowl, Nicholas Parsons, Julian Clary, The Mighty Boosh, Bill Bailey, Ross Noble, Frankie Boyle, Ennio Marchetto, Steve Coogan, Russell Brand, Nichola McAuliffe, The Reduced Shakespeare Company, La Feura dels Baus, Eleanor Bron, David Strassman, Catherine Tate, Michael McIntyre, Omid Djalili and The League of Gentleman. In 2008, shows at the Pleasance were nominated for 35 awards including Fringe 1st, Total Theatre, if.comedy (formerly Perrier) and Stage Awards. In the past 24 years the Pleasance has hosted the Perrier / if.comedy award winner 12 times. In 2009, the Pleasance will celebrate its 25th Festival, which provides a unique opportunity for sponsorship to feature in the increased publicity surrounding the Pleasance this year. The Pleasance is a registered charity, a not-for-profit organisation dedication to providing a platform for new theatre companies, new artists and new ideas.
Catherine Tate
Peter Kay
Paul Merton Pleasance sponsorship proposal 2009 | 4
Pleasance stats Total number of tickets sold in 2008 350,000 Total number of shows 206 Total number of performances 4,639 Increase in audience 2007 - 2008 14% Audience origins: 59% Scotland 30% Rest of UK 11% Overseas Audience ages 71% Under 35 Social grouping 84% ABC1 earners – spending power in excess of £70million Even split between female/male 70% of tickets are sold online
Images courtesy of the Guardian - ‘A Pleasance Day’
Pleasance sponsorship proposal 2009 | 5
The Pleasance Courtyard The Pleasance Courtyard houses fifteen performance spaces, six bars and three cafes positioned around a busy cobbled courtyard attracting over 500,000 visitors. For many people, the Pleasance Courtyard IS the Fringe!
‘The best of all possible worlds.’ The Observer
‘The Pleasance Courtyard is the place to meet people. Friendly, unpretentious and unthreatening with an unwritten rule that the recognisable can be as private or as public as they wish.’ The Stage
‘This is where Glastonbury meets the country pub and drinks the bar dry’. The Times Every night at the Pleasance Courtyard
The Pleasance is the only venue to offer the true ‘Fringe Day Out’ and few Fringe goers leave Edinburgh without at least one visit, regardless of whether they buy tickets for Pleasance shows. Pleasance Courtyard at night
Pleasance Courtyard Pleasance sponsorship proposal 2009 | 6
The Pleasance Dome The six performance spaces at the Pleasance Dome surround a palm court and the largest festival mural in Edinburgh. After hours, the Pleasance Dome offers the festival nightlife a place to hang out with live music from midnight until 5am; also home to the infamous Brooke’s Club. The added bonus at the Pleasance is that you might just find yourself rubbing shoulders with the mega-stars. Anyone from Sean Connery or Alan Rickman to Billy Connolly or Judi Dench are regulars – queuing up for a show alongside the everyday punter. Palm Court at The Pleasance Dome
Nightlife at The Pleasance Dome
Since the Pleasance Dome opened as a Fringe venue in 2000, it has inspired the growth of other venues in Bristo Square, now the hub of the Edinburgh Fringe.
Brooke’s Club With over 200 productions in the Pleasance programme each year, there will be as many as 1,500 performers, producers, directors and supporting crew connected to the venue. They will all share the much sought after membership of ‘Brooke’s Club’, for performers and press, situated at the centre of the Pleasance Dome. Other members will include press, promoters, agents and talent spotters. ‘More exclusive is Brookes Bar situated in the Pleasance Dome ... But don’t just turn up expecting to get in. Admission is by invitation only . . . unless you’re a particularly experienced ligger.’ The Scotsman
Brooke’s Members Club
The infamous Brooke’s Club in the Pleasance Dome - an exclusive performers and members club which is frequented by the fabulous and the famous throughout the festival.
Pleasance sponsorship proposal 2009 | 7
Media opportunities From Breakfast TV to Radio 4 to CBBC’s Newsround, the media opportunities are there for the taking. The Pleasance Courtyard has become synonymous with the Fringe and therefore tends to feature in most TV coverage. For many years, the Pleasance Courtyard has been the hub of the BBC’s coverage and broadcasts, with shows including Just a Minute, Loose Ends, The Now Show and I’m Sorry I Haven’t A Clue. Each year BBC 2’s Culture Show broadcasts from the Pleasance three times to a total of 8 million viewers during the festival. The BBC are booked to return in 2009. ‘You can’t move in Edinburgh for camera crews… in the Pleasance Courtyard all you need to do to get on the telly is stand in a queue. Scarcely a round gets bought without a comedian being interviewed.’ The Herald Alan Rickman being interviewed for BBC Culture show, which produces three episodes at the Pleasance Courtyard, shown to a combined national audience of 8 million, on six broadcasts during the festival (2008 figures)
BBC Culture Show
Other coverage has included BBC Scotland (Reporting Scotland), STV News, Sky News, BBC Breakfast News, STV’s Scotland Today, Channel 4, Newsround and even Al Jazeera. Features in national papers and on national radio give the venue more coverage than any other. In 2008, the Pleasance press office logged over 2,200 press requests throughout August.
Mile End
Michael McIntyre
Simon Amstell Pleasance sponsorship proposal 2009 | 8
Sponsorship opportunities The Pleasance is interested in developing new partnerships including a Headline Sponsor for 2009. Packages are fully flexible and can include the following opportunities. 1.
3. 4. 5. 6.
Sponsor branding could include the following: a. Reverse side of all tickets sold from the Pleasance box office (including tickets sold to festival shows at other venues - totalling 350,000) b. Banners decorating the Pleasance Courtyard and the Pleasance Dome c. Pleasance, Assembly, Gilded Balloon and Underbelly combined programme (400,000) d. Parasols over tables in the Pleasance Courtyard (30 in total) e. Staff T-Shirts (450 in total) f. Promotional literature produced by the visiting artists: average 1000 posters + 20,000 flyers per show (excluding alcohol branding on children’s shows) g. Pleasance advertisements in the main Fringe Programme (400,000) festival publications, national press and TV. h. Venue signange: including a large banner outside the Pleasance Courtyard, clearly visible from a main feeder road to the city centre from the North. i. Websites: www.edfringe.com (13.6 million hits through August) and www.pleasance.co.uk (370,000 hits through August). VIP Hospitality Free tickets Access passes to performance areas and Brooke’s Club. Media Opportunities
Other sponsorship opportunities related to the future development of Pleasance Edinburgh, including a Pleasance KidZone and Animation Festival are also open to negotiation. We would be delighted to consider any ideas to create a unique sponsorship package please contact Anthony Alderson on 020 7619 6868 or email [email protected]. *NB: the Pleasance would like to retain their relationship with Hill Dickinson (a media and entertainment industry law firm) and media sponsors, Spotlight, BBC Radio 4 and The Stage.
Pleasance Courtyard Bar
Sponsored table umbrellas
TV Crews Pleasance sponsorship proposal 2009 | 9
Facts and Figures at-a-glance Performances Number of productions 2008 Total number of performances Number of artists Total number of performance spaces Total number of tickets sold
206 4,139 472 21 350.000
Bars Number of bars Total bar sales Draft beer sales Bottled beer sales Spirits Other (soft drinks)
Drinks sponsorship exclusive deals for 2009?
Which sponsors were in place for 2008?
* NB: All statistics are based on the 2008 festival
6 (Pleasance Courtyard), 3 (Pleasance Dome) £762,767 1,151 x 11 gallon kegs of lagers Fosters, San Miguel, Kronenbourg 754 24 in case bottled lagers 1344 12 in a case bulmers cider 170 x 1.5 litre bottle Gordons Gin 280 x 1.5 litre bottle Smirnoff Vodka 180 x 24c/s500ml coke 180 x 24c/s500ml Diet coke 80 x 7litre BIB Coke 44 x 7litre BIB Diet Coke No deal currently in place, and we would not permit any product to be exclusive with regard to pouring rights if it detracted from a fair customer choice. We can do main line or standard pour. Any new products would have to be price matched to current like for like products. This would require discussion with EUSA and agreement once interest was expressed Scottish and Newcastle with products as a ‘must stock’ as follows: Fosters Sagres Bulmers Original The following were ‘may stock’ products: Kronenbourg Sam Miguel Kronenbourg Blanc John Smiths Guinness Strongbow
Pleasance sponsorship proposal 2009 | 10
Facts and Figures at-a-glance (cont.) Production Total number of staff
85 Production 75 Box office / FOH / street team 190 Bar and catering staff
Est. number of gobos / banners etc
Possible 10 gobo projections Possible 10 banners (if headline)
Marketing & PR Total number of posters printed (total incl external by individual promoters) No. of posters / billboards available for sponsor logos
70,000 posters
Total marketing and PR spend
£80,000
All print carry’s Pleasance logo, and could carry ECF logo and sponsor logo if headline sponsor Total number of flyers printed (total including external 2,000,000 leaflets by individual promoters) No. of flyers printed by venue that could have sponAll print carries Pleasance logo, and could carry sors logos on ECF logo and sponsor logo if headline sponsor. Total number of reviews / articles 4,072 press requests 2,800 reviews Number of 5 * reviews / performances 75 - 5 star reviews TV appearances / number of TV crews 475 TV requests, including BBC Culture Show hosted 3 times within the Pleasance Courtyard, estimated viewing figures over the festival – 8million people. BBC Radio 4 (17th year at Pleasance) 8 Broadcasts all credited from Pleasance. Number of ECF brochures to be printed in 2009 400,000 ECF Brochures 50,000 Pleasance Brochures
Pleasance Courtyard Pleasance sponsorship proposal 2009 | 11
Mark Watson
For all enquiries please contact Anthony Alderson [email protected] / 020 7619 6868
Contents Introduction - The Edinburgh Festival Introduction - The Pleasance Pleasance stats Pleasance Courtyard Pleasance Dome and Brooke’s Club Media opportunites Sponsorship opportunities Facts and figures at-a-glance
3 4 5 6 7 8 9 10 & 11
Pleasance sponsorship proposal 2009 | 4
The Edinburgh Festival Fringe The Edinburgh Festival Fringe is the largest festival on the planet (Guinness Book of World Records) attracting high quality and innovative performances from the world’s most exciting talent, alongside established household names. Edinburgh now welcomes 2.6 million visitors to its festivals each summer. Record audiences last year made the Fringe a 1.7 million ticket success, smashing all arts festival records and reflecting a 10.8% increase on 2007 figures. Fringe 2008 featured 31,320 performances of 2,088 shows in 247 venues. The Pleasance welcomed 500,000 visitors, selling 20% of all festival tickets.
Images courtesy of the Guardian - ‘A Pleasance Day’
Pleasance sponsorship proposal 2009 | 3
The Pleasance Over 25 years, the Pleasance has grown into the largest and most highly respected venue at the Edinburgh Festival Fringe, with an international profile and a network of alumni that reads like a Who’s Who of contemporary culture. The Pleasance is on its own the single largest festival on the planet. Split between two venues, the Pleasance Courtyard and the Pleasance Dome offer twenty-one performance spaces, ranging in size from 50 to 740 seats, with nine on-site cafes and bars attracting crowds to the all-day buzz and legendary atmosphere from midmorning to 4am throughout August. As well as attracting big names such as Alan Rickman, Frank Skinner and Paul Merton, the Pleasance is also the most popular venue for up-and-coming artists and companies. The programme has included a veritable hall of fame: Peter Kay, Timothy West, Stephen Fry, Jo Brand, David Baddiel, Al Murray, Steven Berkoff, Richard Whitely, Cheek by Jowl, Nicholas Parsons, Julian Clary, The Mighty Boosh, Bill Bailey, Ross Noble, Frankie Boyle, Ennio Marchetto, Steve Coogan, Russell Brand, Nichola McAuliffe, The Reduced Shakespeare Company, La Feura dels Baus, Eleanor Bron, David Strassman, Catherine Tate, Michael McIntyre, Omid Djalili and The League of Gentleman. In 2008, shows at the Pleasance were nominated for 35 awards including Fringe 1st, Total Theatre, if.comedy (formerly Perrier) and Stage Awards. In the past 24 years the Pleasance has hosted the Perrier / if.comedy award winner 12 times. In 2009, the Pleasance will celebrate its 25th Festival, which provides a unique opportunity for sponsorship to feature in the increased publicity surrounding the Pleasance this year. The Pleasance is a registered charity, a not-for-profit organisation dedication to providing a platform for new theatre companies, new artists and new ideas.
Catherine Tate
Peter Kay
Paul Merton Pleasance sponsorship proposal 2009 | 4
Pleasance stats Total number of tickets sold in 2008 350,000 Total number of shows 206 Total number of performances 4,639 Increase in audience 2007 - 2008 14% Audience origins: 59% Scotland 30% Rest of UK 11% Overseas Audience ages 71% Under 35 Social grouping 84% ABC1 earners – spending power in excess of £70million Even split between female/male 70% of tickets are sold online
Images courtesy of the Guardian - ‘A Pleasance Day’
Pleasance sponsorship proposal 2009 | 5
The Pleasance Courtyard The Pleasance Courtyard houses fifteen performance spaces, six bars and three cafes positioned around a busy cobbled courtyard attracting over 500,000 visitors. For many people, the Pleasance Courtyard IS the Fringe!
‘The best of all possible worlds.’ The Observer
‘The Pleasance Courtyard is the place to meet people. Friendly, unpretentious and unthreatening with an unwritten rule that the recognisable can be as private or as public as they wish.’ The Stage
‘This is where Glastonbury meets the country pub and drinks the bar dry’. The Times Every night at the Pleasance Courtyard
The Pleasance is the only venue to offer the true ‘Fringe Day Out’ and few Fringe goers leave Edinburgh without at least one visit, regardless of whether they buy tickets for Pleasance shows. Pleasance Courtyard at night
Pleasance Courtyard Pleasance sponsorship proposal 2009 | 6
The Pleasance Dome The six performance spaces at the Pleasance Dome surround a palm court and the largest festival mural in Edinburgh. After hours, the Pleasance Dome offers the festival nightlife a place to hang out with live music from midnight until 5am; also home to the infamous Brooke’s Club. The added bonus at the Pleasance is that you might just find yourself rubbing shoulders with the mega-stars. Anyone from Sean Connery or Alan Rickman to Billy Connolly or Judi Dench are regulars – queuing up for a show alongside the everyday punter. Palm Court at The Pleasance Dome
Nightlife at The Pleasance Dome
Since the Pleasance Dome opened as a Fringe venue in 2000, it has inspired the growth of other venues in Bristo Square, now the hub of the Edinburgh Fringe.
Brooke’s Club With over 200 productions in the Pleasance programme each year, there will be as many as 1,500 performers, producers, directors and supporting crew connected to the venue. They will all share the much sought after membership of ‘Brooke’s Club’, for performers and press, situated at the centre of the Pleasance Dome. Other members will include press, promoters, agents and talent spotters. ‘More exclusive is Brookes Bar situated in the Pleasance Dome ... But don’t just turn up expecting to get in. Admission is by invitation only . . . unless you’re a particularly experienced ligger.’ The Scotsman
Brooke’s Members Club
The infamous Brooke’s Club in the Pleasance Dome - an exclusive performers and members club which is frequented by the fabulous and the famous throughout the festival.
Pleasance sponsorship proposal 2009 | 7
Media opportunities From Breakfast TV to Radio 4 to CBBC’s Newsround, the media opportunities are there for the taking. The Pleasance Courtyard has become synonymous with the Fringe and therefore tends to feature in most TV coverage. For many years, the Pleasance Courtyard has been the hub of the BBC’s coverage and broadcasts, with shows including Just a Minute, Loose Ends, The Now Show and I’m Sorry I Haven’t A Clue. Each year BBC 2’s Culture Show broadcasts from the Pleasance three times to a total of 8 million viewers during the festival. The BBC are booked to return in 2009. ‘You can’t move in Edinburgh for camera crews… in the Pleasance Courtyard all you need to do to get on the telly is stand in a queue. Scarcely a round gets bought without a comedian being interviewed.’ The Herald Alan Rickman being interviewed for BBC Culture show, which produces three episodes at the Pleasance Courtyard, shown to a combined national audience of 8 million, on six broadcasts during the festival (2008 figures)
BBC Culture Show
Other coverage has included BBC Scotland (Reporting Scotland), STV News, Sky News, BBC Breakfast News, STV’s Scotland Today, Channel 4, Newsround and even Al Jazeera. Features in national papers and on national radio give the venue more coverage than any other. In 2008, the Pleasance press office logged over 2,200 press requests throughout August.
Mile End
Michael McIntyre
Simon Amstell Pleasance sponsorship proposal 2009 | 8
Sponsorship opportunities The Pleasance is interested in developing new partnerships including a Headline Sponsor for 2009. Packages are fully flexible and can include the following opportunities. 1.
3. 4. 5. 6.
Sponsor branding could include the following: a. Reverse side of all tickets sold from the Pleasance box office (including tickets sold to festival shows at other venues - totalling 350,000) b. Banners decorating the Pleasance Courtyard and the Pleasance Dome c. Pleasance, Assembly, Gilded Balloon and Underbelly combined programme (400,000) d. Parasols over tables in the Pleasance Courtyard (30 in total) e. Staff T-Shirts (450 in total) f. Promotional literature produced by the visiting artists: average 1000 posters + 20,000 flyers per show (excluding alcohol branding on children’s shows) g. Pleasance advertisements in the main Fringe Programme (400,000) festival publications, national press and TV. h. Venue signange: including a large banner outside the Pleasance Courtyard, clearly visible from a main feeder road to the city centre from the North. i. Websites: www.edfringe.com (13.6 million hits through August) and www.pleasance.co.uk (370,000 hits through August). VIP Hospitality Free tickets Access passes to performance areas and Brooke’s Club. Media Opportunities
Other sponsorship opportunities related to the future development of Pleasance Edinburgh, including a Pleasance KidZone and Animation Festival are also open to negotiation. We would be delighted to consider any ideas to create a unique sponsorship package please contact Anthony Alderson on 020 7619 6868 or email [email protected]. *NB: the Pleasance would like to retain their relationship with Hill Dickinson (a media and entertainment industry law firm) and media sponsors, Spotlight, BBC Radio 4 and The Stage.
Pleasance Courtyard Bar
Sponsored table umbrellas
TV Crews Pleasance sponsorship proposal 2009 | 9
Facts and Figures at-a-glance Performances Number of productions 2008 Total number of performances Number of artists Total number of performance spaces Total number of tickets sold
206 4,139 472 21 350.000
Bars Number of bars Total bar sales Draft beer sales Bottled beer sales Spirits Other (soft drinks)
Drinks sponsorship exclusive deals for 2009?
Which sponsors were in place for 2008?
* NB: All statistics are based on the 2008 festival
6 (Pleasance Courtyard), 3 (Pleasance Dome) £762,767 1,151 x 11 gallon kegs of lagers Fosters, San Miguel, Kronenbourg 754 24 in case bottled lagers 1344 12 in a case bulmers cider 170 x 1.5 litre bottle Gordons Gin 280 x 1.5 litre bottle Smirnoff Vodka 180 x 24c/s500ml coke 180 x 24c/s500ml Diet coke 80 x 7litre BIB Coke 44 x 7litre BIB Diet Coke No deal currently in place, and we would not permit any product to be exclusive with regard to pouring rights if it detracted from a fair customer choice. We can do main line or standard pour. Any new products would have to be price matched to current like for like products. This would require discussion with EUSA and agreement once interest was expressed Scottish and Newcastle with products as a ‘must stock’ as follows: Fosters Sagres Bulmers Original The following were ‘may stock’ products: Kronenbourg Sam Miguel Kronenbourg Blanc John Smiths Guinness Strongbow
Pleasance sponsorship proposal 2009 | 10
Facts and Figures at-a-glance (cont.) Production Total number of staff
85 Production 75 Box office / FOH / street team 190 Bar and catering staff
Est. number of gobos / banners etc
Possible 10 gobo projections Possible 10 banners (if headline)
Marketing & PR Total number of posters printed (total incl external by individual promoters) No. of posters / billboards available for sponsor logos
70,000 posters
Total marketing and PR spend
£80,000
All print carry’s Pleasance logo, and could carry ECF logo and sponsor logo if headline sponsor Total number of flyers printed (total including external 2,000,000 leaflets by individual promoters) No. of flyers printed by venue that could have sponAll print carries Pleasance logo, and could carry sors logos on ECF logo and sponsor logo if headline sponsor. Total number of reviews / articles 4,072 press requests 2,800 reviews Number of 5 * reviews / performances 75 - 5 star reviews TV appearances / number of TV crews 475 TV requests, including BBC Culture Show hosted 3 times within the Pleasance Courtyard, estimated viewing figures over the festival – 8million people. BBC Radio 4 (17th year at Pleasance) 8 Broadcasts all credited from Pleasance. Number of ECF brochures to be printed in 2009 400,000 ECF Brochures 50,000 Pleasance Brochures
Pleasance Courtyard Pleasance sponsorship proposal 2009 | 11
Mark Watson
For all enquiries please contact Anthony Alderson [email protected] / 020 7619 6868
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