PINES PARTY 2021 Sponsorship Invitation July 23 - 25, 2021 Fire Island Pines, New York
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PINES PARTY 2021 July 23 – 25, 2021 Sponsorship Invitation Fire Island Pines, New York
ABOUT PINES PARTY After a hiatus in 2020, Pines Party 2021 will Return to Wonderland – and a newly replenished beach – with even more reason to celebrate! Pines Party 2021 – our 22nd event – is a three-day celebration of community, music and dance that takes place in the magical setting of Fire Island Pines. It is considered by many to be one of the premiere events of its kind in the world. The highlight of the weekend is the the world-famous, all-night Pines Party on the beach. Participants are drawn primarily from the New York metro area, but also come from across the US and from many countries around the globe. Not just a party, Pines Party raises critical funds for our long- time beneficiaries, The Pines Foundation and Stonewall Community Foundation. Over the 22-year history of the event, Pines Party has raised over $3.4 million and has donated more than $1.2 million of that amount to Stonewall. Pines Party represents a unique sponsorship opportunity to reach a brand-loyal LGBTQ demographic with high disposable incomes.
ABOUT FIRE ISLAND PINES Fire Island Pines (a.k.a. The Pines) is one of 17 residential communities located within the Fire Island National Seashore on Fire Island, a barrier island to the south of Long Island. The Pines includes over 600 houses, 100 cooperative apartments, and a central marina and commercial district. It is reached via ferry service from Sayville, NY. The demographics of Fire Island Pines are predominantly gay – more than 90% of respondents of a 2018 survey of property owners identify as gay, lesbian or bisexual. And Pines demographics are also decidedly upscale, with over 77% of the same survey respondents reporting an annual income of $200,000 or more, and a quarter reporting income in excess of $500,000. 59% of the respondents reported New York City as their primary residence, and 78% were married or coupled. Pines Party weekend is traditionally the busiest weekend of the summer, with home rentals, guest house accommodations, and spare bedrooms at more than 100% of capacity.
OUR 2021 BENEFICIARIES Pines Party is produced by The Pines Foundation, the 501(c)(3) affiliate of the Fire Island Pines Property Owners Association (FIPPOA). Net proceeds of this year’s event will benefit the Foundation, Stonewall Community Foundation, and the Fire Island Pines Seashore Defense Fund. The Pines Foundation is dedicated to preserving, protecting and enhancing the quality of life in the environmentally sensitive community of Fire Island Pines. Included in its mission is the support of cultural activities through the Whyte Hall Community Center, and the preservation of the community’s fragile seashore. Stonewall Community Foundation is one of the leading public foundations focused on the needs of the LGBTQ community. Since 1990, Stonewall has invested in excess of $20 million in more than 600 organizations through donor-advised funds, annual grants, and leadership-building programs. Stonewall’s approach is to inspire meaningful change through strategic initiatives designed to engage the community, empower leaders, and invest in grassroots LGBTQ organizations. The Fire Island Pines Seashore Defense Fund is an emergency fund established by FIPPOA that allows for immediate action when catastrophe faces Fire Island Pines’ most valuable asset – its incomparable beaches. The fund is used as needed to lend support for preservation and maintenance measures and to augment larger initiatives like beach reclamation.
MAKING A DIFFERENCE Over its 21-year history, Pines Party has contributed more than $1.2 million to Stonewall Community Foundation to support its grant initiatives. Recent Pines Party-funded grantees include: Rainbow Heights Club • A Brooklyn-based service agency providing affirming and effective treatment, care, and advocacy for LGBTQ people who experience mental illness. GRIOT Circle • A community-based, multi-generational organization serving LGBTQ elders of color through the coordination of health, wellness, advocacy, and leadership activities. New Alternatives for LGBT Homeless Youth • A prolific and comprehensive service provider that increases the self-sufficiency of LGBTQ+ homeless youth and young adults by enabling them to transition out of the shelter system to stable adult lives.
The power of visibility cannot be understated, and FIPPOA’s
investment in Stonewall helped fuel our communications
and outreach. With added social media exposure and
placements in outlets like Out, Vogue, The Advocate,
STONEWALL COMMUNITY FOUNDATION IN 2020…
Forbes, and more, we showcased our work to tens of
thousands of new supporters.
In spite of the COVID-19 pandemic, The Pines Foundation was able to
continue its longstanding support of Stonewall Community Foundation with a 179
179
In 2020...
31%
$40,000 donation in 2020. This support enabled Stonewall to:
31%
different nonprofits
Keep vital nonprofits afloat amid the pandemic were funded by Stonewall,
• The Pines Foundation’s support helped move COVID relief funding to 100+ with grants ranging
LGBTQ service agencies, equipping them with PPE, air filters, and other different nonprofits
tools to keep staff and clients safe. Funds also covered meals for clients, fundedfrom $50with
by Stonewall, to over $100,000
grants ranging from $50
salaries for additional staff, and technology to move crucial programs of Stonewall grants were dedicated to over $100,000
72
online. to benefit trans, gender-nonconforming,
Invest in healing justice for our community
• The Pines Foundation’s investment helped Stonewall care for front-line
leaders in the fight for racial justice. Investing in healing justice at POC-led
LGBTQ nonprofits across the country, these resources supported cross-
generational conversations, staff retreats, and other strategies that
and nonbinary communities
of Stonewall grants dedicated to benefit trans,
gender-nonconforming, and nobinary communities
$50K+ 89
89
cities across
the US directly
72
Stonewall
organizations
grantee
Stonewall grantee
led
organizations led by
by
provide collective care for movement leaders. impacted by
people of color
cities across the US
worth of new clothing and Stonewall’s people of color
Put cash directly into the hands of LGBTQ individuals other in-kind support moved grantmaking
• With the expansion of its scholarships and micro-grants, Stonewall were directly impacted by
to LGBTQ folks in need
provided direct support to nearly 2,500 of the most vulnerable people in Stonewall’s grantmaking
the LGBTQ community. This emergency funding was a lifeline for
Thank you
recipients, most of whom were barred from federal and state support.
Reach broad, new audiences with our work
• The power of visibility cannot be understated, and The Pines Foundation’s $50K+
investment in Stonewall helped fuel its communications and outreach.
With added social media exposure and placements in outlets like Out, for making this
worth of new clothing and
other in-kind support were
work possible.
Vogue, The Advocate, Forbes, and more, Stonewall showcased its work to
tens of thousands of new supporters. moved to LGBTQ folks in need
PINES PARTY GOES ECO Building on our efforts from previous years, Pines Party 2021 is committed to being at the forefront of eco-conscious festival events. Our 2021 initiatives will focus on: 1. minimizing plastic waste by providing recyclable cups and refillable water bottles; 2. reducing our carbon footprint by collaborating with our local refuse and recycling contractor to double our diversion and recycling rates from 2019; and 3. returning the beach to its pristine natural condition through a post-event beach raking by our volunteer clean- up crew. When Pines Party 2021 is over, we intend to leave our newly replenished beach cleaner than we found it! We thank our friends at the Pines-based Seashore Defense Fund for supporting our eco-initiatives.
PINES PARTY 2021 – AT A GLANCE
Where Fire Island Pines, NY
When July 23 – 25, 2021
Theme Return to Wonderland
VIP Reception A VIP cocktail reception for our major sponsors and
Friday evening supporters, location TBD
Pines Party This year’s Pines Party will be completely reimagined
Saturday night till to take advantage of our magnificently replenished
Sunday dawn beach. With custom staging, state-of-the-art lighting,
and our own choreographed talent, this event will be
one for the record books.
In addition, we are incredibly excited to announce as
our headline DJ none other than David Morales – New
York City native and global house music legend.
Afterparty The Sunday Afterparty is a magnificent event in the
Sunday spirit of the classic Fire Island house parties of old.
afternoon Held at the bayfront home of one of the Pines’ most
distinguished hosts, the warmth, camaraderie and
vibe are unmatched and not to be missed.
Fundraising goal $100,000 to be shared among our beneficiaries.
Attendance TBD – attendance will be subject to New York State
COVID-19 guidelines and restrictions. 2019
attendance ranged from 250+ at the VIP reception to
over 3,000 at Pines Party.
VIP PARTY
Friday Evening
PINES PARTY
Saturday Night
POOL PARTY
Saturday Afternoon
AFTER PARTY
Sunday Afternoon
A WORD ON SAFETY Pines Party is committed to following all COVID-19 health and safety recommendations of the Center for Disease Control, as well as New York State (NYS) and other governmental authority regulations in effect as of the date of the event. The health and safety of our staff, volunteers, performers and all of those attending is of paramount importance. While NYS has recently relaxed the capacity limits for large outdoor gatherings and events at private homes, our Pines Party 2021 ticket sales may be limited by such restrictions. Attendance may also be limited by requirements for proof of vaccinations and/or recent negative COVID-19 test results. In addition to restrictions on attendance, Pines Party 2021 will follow all recommended COVID-19 safety protocols, which may include masking, temperature checks, cleaning and sanitizing of facilities and social distancing where appropriate. We will be consulting with our major weekend sponsor, Northwell Health, while developing our safety protocols.
Fire Island Pines Residents 2 Pines Party Attendees 3
YOUR TARGET MARKET Age
31 – 40
41 – 50
5.5%
16.2%
Age
21 – 24
25 – 34
4.4%
42.4%
LGBTQ Consumers and Pines Party1 51 – 60 35.9% 35 – 44 27.8%
61 – 65 14.8% 45 – 54 16.7%
• In the U.S., about 7% of adults identify as LGBTQ, 65 – 70
Over 70
13.8%
13.8%
55+
Ethnicity
8.6%
accounting for nearly $1 trillion in consumer spending Ethnicity Asian 6.9%
power. Asian 2.1% Black / African-American 4.4%
Black / African-American 1.0% Caucasian 64.3%
• 90% of LGBTQ people reported purchasing decisions Caucasian
Hispanic / Latino
92.0%
1.4%
Hispanic / Latino
Multi-racial
13.7%
4.0%
influenced by sponsorship of LGBTQ events and Multi-racial 0.3% Other 6.8%
organizations. Other 3.1%
Orientation
Orientation Gay 95.4%
• 75% of LGBTQ adults have switched products or services Gay
Lesbian
90.0%
0.7%
Lesbian
Bisexual / other
0.6%
2.8%
because a competing brand was supportive of their Bisexual / other 1.0% Heterosexual 1.2%
community. Heterosexual 8.3%
Annual household Income
Annual household Income Under $35K 4.2%
• Even if a brand is costlier or less convenient, 71% of LGBTQ Under $50K 0.7% $35K – $50K 5.1%
consumers will remain loyal to that brand if it is supportive $50K – $100K
$100K – $200K
3.8%
10.8%
$50K – $70K
$70K – $100K
7.6%
13.4%
of their community. $200K – $300K 18.5% $100K + 54.4%
$300K – $500K 16.8% Prefer not to answer 15.4%
• Fire Island Pines residents and Pines Party attendees More than $500K
Prefer not to answer
25.9%
23.4%
Primary residence
represent a high-income, brand-loyal cross section of the Primary residence
New York Metro 76.9%
broader LGBTQ community. New York City 71.2%
Rest of Northeast US
Rest of US
4.9%
15.8%
Tri-state area/Long Island 17.4% International 2.4%
Rest of US 11.1%
(3) Based on aggregate responses from ticket-buyers for Pines Party 2018 and
International 0.3% 2019
1 Source: Witeck Communications (2 ) From FIPPOA’s 2018 quadrennial survey of members. Note that FIPPOA members
are overwhelmingly homeowners, so these figures do not accurately reflect renters
who make up over 50% of the summer population and skew significantly younger.THE OPPORTUNITY
BROADCAST YOUR MESSAGE!
As a Pines Party sponsor, you’ll have the opportunity to reach
thousands of a targeted LGBTQ demographic through:
• inclusion of logos on Pines Party main stage video scroll
• logos and/or messaging included in our marketing and media
campaigns
- e-mail list (reach of 7,500+)
- promotional and media partners (reach of 100,000+)
• online and social media presence:
- Pines Party website – 450,000 page views from 130,000
visitors/60,000 unique IP addresses in 2019.
- Facebook – reach of 122,000 unique users, 4,100 likes,
1,200 ticket clicks in 2019; 14% engagement during the
event
- Instagram – 2,300 followers; 25% engagement during the
event
• Pines Party Community Journal (both print and digital
distribution)
• branded merchandise in VIP gift bags
• co-branding of t-shirts, hats and other event merchandise2021 SPONSORSHIP OPPORTUNITIES This year we are taking a new approach to our sponsorship opportunities. In addition to the standard, Medallion-level sponsorships we have used in years past (Bronze, Silver, Gold, Platinum), we are also introducing the opportunity for our partners to sponsor and brand the Friday Night VIP Reception and the Sunday Afterparty. The different sponsorship types and levels are explained in greater detail on the following pages.
MEDALLION SPONSORSHIPS
Full-color ad
placement in Additional Category
Level Logo displayed on Community Journal Passes Cabana Activation opportunity recognition exclusivity
All print and digital media
All events throughout the weekend In Pines harbor throughout
Beach Party acknowledgement video scroll Double-page IFC or IBC 12 all-access Private 10’ × 20’ the weekend Opportunity to speak
Platinum Sponsor VIP passes
spread; full-page cabana at the Beach during opening/ welcome Yes
$25,000 Step and repeat banners premium placement Party with open bar In Private Cabana at the remarks at VIP reception
Ticketing platform Beach Party
Auction platform
All print and digital media In Pines harbor throughout
All events throughout the weekend Private 10’ × 10’
Gold Sponsor Full-page 8 all-access VIP cabana at the Beach the weekend No Yes
$10,000 Beach Party acknowledgement video scroll Premium placement passes Party with open bar In Private Cabana at the
Step and repeat banners Beach Party
All print and digital media
Silver Sponsor All events throughout the weekend Full-page 4 all-access VIP In Pines harbor throughout No No
$5,000 Beach Party acknowledgement video scroll Premium placement passes the weekend
Step and repeat banners
All print and digital media
Bronze Sponsor All events throughout the weekend 2 all-access VIP In Pines harbor throughout
Full-page passes the weekend
No No
$2,500 Beach Party acknowledgement video scroll
Step and repeat banners
In addition, Platinum and Gold sponsors will benefit from dedicated e-blasts, and all Medallion sponsors will benefit from social
media postings.EVENT-SPECIFIC SPONSORSHIPS
Full-color ad
placement in Activation Additional
Event Logo displayed on Community Journal Passes Cabana opportunity recognition
All print and digital media
All events throughout the weekend
Pines Party Weekend Volunteer staff t-shirts (200+) 15 all-access VIP In Pines harbor throughout At VIP Reception;
Full-page passes Private 10’ × 20’ the weekend opportunity to speak
Sponsor Beach Party acknowledgement video scroll cabana at the Beach
Back cover 10 additional passes Party with open bar In Private Cabana at the during opening/welcome
$35,000 Step and repeat banners to the VIP Reception Beach Party remarks
Ticketing platform
Auction platform
Primary logo on VIP Reception invitation and
promotional materials
Signage and decor at the VIP Reception 8 all-access VIP passes Live “thank you” from the
VIP Reception Sponsor Full-page
8 additional passes to At the VIP Reception stage at VIP reception
$10,000 All other print and digital media Premium placement the VIP Reception Opportunity to speak
Beach Party acknowledgement video scroll
Step and repeat banners
Primary logo on Afterparty promotional materials
Sunday Afterparty Signage and decor at the Afterparty 8 all-access VIP passes
Sponsor Full-page Live “thank you” from DJ
12 additional passes At the Afterparty
Beach Party acknowledgement video scroll Premium placement during set
$15,000 to the Afterparty
Step and repeat banners
In addition, all event sponsors will benefit from dedicated e-blasts and social media postings.OTHER SPONSORSHIP OPPORTUNITIES VIP GIFT BAGS — A very special, curated selection of high-end products, our VIP Gift Bags are very much sought after. Distributed to all sponsors and weekend VIP pass holders, the VIP Gift Bag is a great way to promote your brand to the high- end segment of our audience. PINES PARTY COMMUNITY JOURNAL — With over 100 weekend-themed ads from our sponsors and supporters, the Pines Party Community Journal is a highlight of the event and a great opportunity to promote your brand. The printed Journal is distributed throughout the weekend to corporate and VIP sponsors. A digital version will be distributed to our e- mail list and is promoted on our social media. Advertisements are complimentary for all major sponsors and may also be purchased separately. CO-BRANDED MERCHANDISE — Put your brand front and center with our Pines Party logo on official Pines Party 2021 t‑shirts, hats or fans. Own the category for prices ranging from $1,000 to $5,000.
ONLINE AUCTION Now in its sixth year – and a favorite of the Pines Party community – our online auction will go live in mid-July and run through August 7. Last year’s auction included more than 60 curated items targeted to the Pines Party and Pines community demographic, and raised more than $30,000. Auction items include travel, theater, dining and shopping certificates, as well as fitness and beauty items, professional services, and tickets to LGBTQ events. We expect our 2021 auction to be even bigger and more successful than ever, and it is an excellent way to promote your brand. The online auction will be extensively promoted through our digital and social media channels, our promotional and media partners, and over the course of Pines Party weekend. Auction donations of $250 or more will qualify for complimentary advertising space in the Pines Party Community Journal as follows: $250 to $499 – quarter-page ad; $500 to $999 – half-page ad; and over $1000 – full-page advertisements. There is a minimum auction donation value of $100.
PINES PARTY COMMUNITY JOURNAL With over 100 weekend-themed advertisements from our sponsors and supporters, and with engaging editorial, the Pines Party Community Journal is a highlight of the event and a great opportunity to promote your brand. In 2021, the Pines Party Community Journal will be made available in both print and digital formats, with the digital format allowing for advertisers to feature hyperlinks, shopping buttons, video and audio content, and links to social media. The printed 2021 Journal will be distributed to sponsors, supporters and VIP ticket holders, and the digital version will be sent to our 7,500+ e-mail list, promoted through social media and featured on our website, pinesparty.com. Advertisements are complimentary for all major sponsors and may also be purchased separately. Ad rates for 2021 range from $325 for quarter-page ads to $1,450 for full-page, premium- placement ads. Also returning in the 2021 journal is the ever-popular “Pets of the Pines”, where our supporters are able to showcase their furry friends. A sponsorship opportunity is available for the 2021 “Pets of the Pines”.
THANK YOU TO OUR 2020 SPONSORS
Gold Sponsors
Northwell Health
Saks Fifth Avenue
$100K
Silver Sponsors
BarkBox
D. Katen Fire Island Properties, Ltd.
FICS NYC
PopVibe
TREK
Vinnie Petrarca Fire Island Real Estate
Community Sponsors
Coastline Freight
Fire Island Water Taxi
Pines Liquor Shop
Pines Pantry/TPP WIreless
Sayville Ferry Service
Tony’s Barge Service
And heartfelt thanks to the many members of the Pines Party
community who generously supported our 2020 fundraising efforts.! Jeff Staadt jstaadt@pinesparty.com (917) 309-9119 – or – Patrick Forrett pforrett@pinesparty.com (917) 755-5908
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