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Advertisers looking for an avenue to get their message out on Super
Bowl weekend without paying the big bucks for official sponsor
status can look to the unofficial events springing up around game
time.
A huge tailgate party down the road from Houston's Reliant Center is
a multi-sponsor event where partygoers can watch the game and live
entertainment while they sample brew and barbecue.
To find out how to get your client’s message heard and seen around
Houston on big game Sunday, read on.
This is one in
a Media Life series on buying the new out-of-home venues. They
appear weekly.
Fast Facts
What
Sponsorship
of events and booths at a 4,000-vehicle unofficial tailgate party on
big game Sunday up the road from the Reliant Center Stadium.
Who
Stafford
Sugarland Events, headquartered in Stafford, Texas.
How it works
Sponsors
use signage and sampling to promote their products at what’s
plugged as “the largest tailgate party on the Southwest side,”
says Stafford salesperson Iris Hatchett.
The
party location is nine miles down Highway 90 from the Reliant
Center.
“Super
Tailgate Party Bowl” is the unofficial event’s official name.
“We
have to walk a very thin line,” Hatchett says. “The words ‘super’
and ‘bowl’ cannot go together in reference with anything planned
around the game that isn’t official. It cost $10,000 to $18,000
for the right to say ‘Super Bowl.’ So we’re the ‘Super
Tailgate Party Bowl’ not the ‘Super Bowl Party.’”
Tailgating
starts at 3 p.m. and continues until midnight. Musical performances
start at 4 p.m.
A total
of 4,000 parking spaces at the enclosed Festival Field, adjacent New
Stafford Center parking lot and two closed streets will accommodate
tailgaters. An indoor facility is available in the case of inclement
weather.
Sponsorship
opportunities include:
Creative
is provided by sponsors. Signage production is handled by event
organizers.
Pole
banners measure two feet by four feet and are placed on poles in the
lot. Street banners measure three feet by six feet and are displayed
on Stafford’s Main Street, one block from the event site.
The
sponsor’s logo, web site address and other identifying information
should be included in creative, Hatchett says.
“You don’t want to put too much up there. You want people
to see it and remember it. If you put a ton of information up there
people are not going to stand there and read the whole thing.”
Entertainment
includes live hip-hop and R&B bands. Two area top-40 radio
stations will be doing live remotes from the party site, Hatchett
says.
Markets
Houston
area
Numbers
Four thousand vehicles can be
accommodated. A crowd of 15,000 is expected, Hatchett says.
How measured?
The
gate count will provide attendance and impression figures.
What product categories
do well?
Food
items like barbecue sauce and salsa, beverages like beer and soft drinks,
cars and car care products, grills and clothing, including western wear
and sportswear, are leading categories, Hatchett says.
Demographics
The
target audience is tailgaters aged 18 through 34, Hatchett says. “We’re
targeting the crowd that would typically go to a sports bar for the game.”
Houston
and Harris County/game site stats:
Houston:
- The population of Houston is 4,669,571, according to data available
at cityratings.com. Of those, 49.83 percent are male and 50.17 percent
are female.
- Additionally, the median age is 31.9 and the average number of
household members is 3.35.
- Cityratings.com also reports that Caucasians make up 62.60 percent
of the population, African-Americans 16.90 percent, Native Americans
.40 percent, Asians 4.90 percent and Hispanics 28.90 percent.
- Verified Audit Circulation reports that the age breakdown in Houston
is 41.7 percent at 18 to 24, 23.4 percent at 25 to 34, 25.1 percent at
35 to 44, 21 percent at 45 to 54, 8 percent at 55 to 64, and 7.7
percent at 65 and older.
- Annual household income under $25,000 is at 15.5 percent, $25,000 to
$34,999 is at 20 percent, $35,000 to $49,999 is 27.7 percent, $50,000
to $74,999 at 18.5 percent and $75,000 and above is at 18 percent.
- Education levels break down to some high school at 13.6 percent,
high school graduates at 35.1 percent, some college at 30.7 percent,
college graduates at 14 percent, and those with advanced degrees at
5.7 percent.
- Occupations are professional and technical at 6.1 percent,
managerial at 14.1 percent, clerical and sales at 20.3 percent, blue
collar at 25.8 percent, homemakers at 6.8 percent, and retired at 10.8
percent.
- Additionally, Media Audit International Demographics reports that
53.6 percent are married, 23.9 percent are single, 17.6 percent are
divorced or separated, and 4.5 percent are widowed.
Harris County:
- The population of the county is 3,460,589 with 1,298,130
households and 1,133,114 families, according to U.S. Bureau of the
Census. Of those families 59.1 percent have children, 75.4 percent are
married couples, and 42.7 percent are married with children. Average
family size is 3.42 and average household size is 2.76.
- Additionally, the median age of county residents is 31.2. Median
household income is $38,244 and average household income is $61,828.
- County residents who work in managerial and executive positions
number 15.3 percent, professional at 3.7 percent, technical at 3.7
percent, clerical at 14.6 percent, and sales at 12.9 percent, for
total white-collar workforce at 62.7 percent. Craftspeople weigh in at
11.2 percent, operatives at 4.2 percent, services at 9.9 percent,
laborers at 4.1 percent and farming, forestry and fishing at 1.1
percent for a total of 37.3 percent blue collar workers.
Fort Bend County/party site stats:
- The county population is 354,452 with 115,991 households and 110,192
families, according to 2000 census stats.
- Age breakdown is 32 percent at under 18, 7.6 percent at 19 to 24,
32.3 percent at 25 to 44, 22.4 percent at 45 to 64, and 5.7 percent 65
and older.
- Ethnic diversity is Caucasian at 46.2 percent, African-American at
19.8 percent, Hispanic at 21.1 percent and Asian Pacific Islander at
11.2 percent.
- Household size is 13.4 percent at one person, 25.1 percent at two
people, 44.2 percent at three to four people, and 17.3 percent at five
people or more.
- The average household size is 3.14 and the average family size is
3.46.
- Median household income is $58,396 and average household income is
$73,000.
- County residents who work in managerial and executive positions
number 19.6 percent, professionals at 19.2 percent, technical workers
at 4.1 percent, clerical at 14.3 percent, and sales at 14.3 percent,
for a total white collar workforce at 67.6 percent. Craftspeople are
at 9 percent, operatives at 2.5 percent, services at 8.2 percent,
laborers at 2.3 percent and farming, forestry, and fishing at .9
percent, for a total 32.4 percent of the total working in blue collar
occupations.
Making the buy
Sponsors
have the first two weeks of January left to sign up, Hatchett says.
Prices at
press time:
- Presenting sponsors at $25,000
- Category exclusive sponsors including beer and soda at $15,000
- Music and Entertainment Stage co-sponsors at $6,000
- Tailgate Touchdown Stations at $3,000
- Parking Lot Locations at $3,000
- Exhibit space at $1,500
Contact
Stafford-Sugarland
Events can be reached at 281-754-4132.
Who’s already signed
on as sponsors:
Budweiser,
Pepsi and Fiesta and HEB grocery chains are leading sponsors.
What they’re saying
“Sponsors
will be getting sample products – from barbecue sauce, salsa and soft
drinks to cars, car care and clothing – into the hands of their target
market, the 18-to-34 year-old crowd.” – Iris Hatchett, Stafford
Sugarland Events in Stafford, Texas
Web site info
Stafford-Sugarland
Events at www.staffordsugarlandevents.com
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