Thursday 7 - Sunday 10 May 2020 Corporate Opportunities & Partnerships
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Thursday 7 – Sunday 10 May 2020 Corporate Opportunities & Partnerships
RHS MALVERN SPRING FESTIVAL
AWARD WINNING SHOW GARDENS
RHS Gold Medal Winner: The Orange Express by Villaggio Verde
2
RHS MALVERN SPRING FESTIVAL
STILL GOING STRONG 35 YEARS ON
About our partnership About the audience* About the festival
Each May, Three Counties and the Royal Horticultural Society • 102,000 footfall over 4 days • T
he No 1 gardening festival in the Midlands
(RHS) host RHS Malvern Spring Festival at Three Counties and South West
• 20% RHS members
Showground, Malvern. This special partnership between
• RHS Gold Medal winning show gardens
the RHS, the world’s most prestigious gardening charity and • 74% ABC1
Three Counties, has been in existence since 1985. • Spectacular 190 metre long Floral Marquee
• A
verage spend: £144 per person
Proud of its local roots and heritage but with national reach, • 2020’s theme ‘Wanderlust and Wonder’
• 72% female; 28% male
the festival’s recent increased popularity and success has • National & regional TV coverage
cemented its place on the UK’s show calendar. This presents • Average age 52 years
unique engagement opportunities for commercial partners • Gardening knowledge previously from;
• Average dwell time 5 hours and 52 minutes
to communicate with an affluent and influential audience. James Alexander-Sinclair, Chris Beardshaw,
• The Daily Telegraph, The Daily Mail, The Times Monty Don, Adam Frost, Carol Klein,
With the early May bank holiday in 2020 now on the Friday most read newspapers Jonathan Moseley, Joe Swift and Alan Titchmarsh
of the festival, watch out for some exciting celebrations to
mark our 35th anniversary as well as commemorate the • Two hour drive time including The Midlands, • Food and lifestyle expertise previously from;
75th anniversary of VE Day. West of England and South Wales Mary Berry, Raymond Blanc, Mark Diacono,
James Martin, John Torode and Greg Wallace
* Independent research conducted in 2018 by BVA BDRC
Continuing to raise the bar A partnership that delivers results Please see page 9 for full details of the festival’s reach
“Welcome to the 35th RHS “RHS Malvern Spring Festival is
Malvern Spring Festival. a major national horticultural
As a joint team with the RHS, showcase for the RHS and it
we are committed to the continues to inspire gardeners
continued development of this of all abilities.
much anticipated and loved
Malvern knows how to engage
annual event.
with its partners and visitors
We have some new and exciting so you are assured that your
plans in store for 2020, including investment is in safe hands and
a new theme (page 5) which we James Alexander-Sinclair will deliver real results.”
Diana Walton believe offers great opportunities RHS Council Member and
Head of Shows, for partners.” joint chair of RHS Malvern
Three Counties Spring Festival
3
RHS MALVERN SPRING FESTIVAL
MASTERCLASSES FROM THE EXPERTS
Gardens, plants and flowers remain at the heart of the festival but as its appeal broadens there
is an opportunity for visitors to engage with other complimentary lifestyle interests including
food, drink, arts & crafts, wellbeing and sustainability. Our stellar line up of leading industry
experts are on hand to share their depth of knowledge.
“I am delighted to be the new “The reason I love Malvern is “RHS Malvern has a creative
Ambassador for RHS Malvern. because everything is here. charm like no other. Each year
I’m looking forward to flying the It is full of the most wonderful the show gets better and better!
flag for the festival and helping plants and all sorts of people I feel extremely proud to be able
to attract gardeners and plant who know all about them.” to weave my floral magic into
lovers from throughout the UK Carol Klein what is undoubtedly one of the
to this my local show.” UK’s premier shows.”
Presents for BBC2’s
Chris Beardshaw Gardeners’ World at Jonathan Moseley
New RHS Malvern Ambassador, RHS Malvern Spring Festival Floral Designer. Involved with
garden designer, TV & the festival since 2015
radio presenter NEW
AMBASSADOR
Chris Beardshaw Carol Klein Jonathan Moseley
“Being a regular at RHS Malvern “For me RHS Malvern Spring “I loved my time at RHS Malvern
I can really see how the festival Festival kicks off the gardening in 2019. I’m thrilled to be
has improved over the years. year in the best possible way. returning in 2020 especially
It has a special atmosphere all It reminds me that Spring has as I’ve been asked to provide
of its own and celebrates the well and truly arrived and the a music set on the Saturday
finest in gardening and food.” festival really does improve evening. With a DJ set from
Joe Swift year on year.” the 1950’s to the present day,
Alan Titchmarsh it’s going to be a Spring party
Presents for BBC’s
like no other!”
Gardeners’ World at Opened RHS Malvern Spring
Jo Whiley
RHS Malvern Spring Festival Festival in 2016 & 2017
Opened the festival in 2019
BBC2 DJ and television presenter
Joe Swift Alan Titchmarsh Jo Whiley
4
RHS MALVERN SPRING FESTIVAL
THE SPECIAL MALVERN EXPERIENCE
Bonne Maman sampling has been particularly successful
New for 2020 – Music at Malvern Opportunities for Commercial Partners
Exciting plans are in store for the festival in 2020! Brand building
Marking the 75th anniversary of VE Day on 8 May, an evening Build awareness through our media
concert featuring the English Symphony Orchestra with coverage and by association
Lesley Garrett, promises to bring celebrations during the Recruit new customers
day to a fitting conclusion with a performance of wartime Communicate with our customers both face
era music. to face and pre/post event; data capture
Jo Whiley and friends will host a Garden Party on the Entertain clients and reward staff
Saturday evening with a DJ set in the new-look Festival A full day out that appeals to everyone with
Theatre as part of our new ‘Music at Malvern’ concert various catering options
programme (see page 8). The hills really will be alive with the Corporate social responsibility
sound of music! Support our education work with schools in the UK
Experiential activity
2020 Theme – Wanderlust and Wonder
Sampling and point of sale
Our theme for 2020 is ‘Wanderlust and Wonder’. With
Official Supplier
many explorers over centuries having travelled to the four
Enjoy category exclusivity
corners of the earth in search of plants, new experiences
and knowledge, we’ll be paying homage to this freedom of Bespoke packages
movement and the treasures found that decorate our Our creative for 2020 depicts how horticulture is central, We will create a package to ensure you
gardens today. but the festival experience remains key. achieve your objectives
5
RHS MALVERN SPRING FESTIVAL
PARTNERSHIP OPPORTUNITIES 2020
Headline Partner Great Little Breaks RHS Gold Medals galore The Mindset by Anna Galagan 2019
Headline Partner Floral Marquee Show Garden Arena
Enjoy the benefits that only headline partnership affords, A ‘go to’ feature of the festival and an impressive 190 metres in Along with the Floral Marquee, the Show Gardens are a prime
including but not limited to: length, the Floral Marquee is home to over 67 award-winning, motivation to visit.
• National brand exposure handpicked plant nurseries. The Show Gardens are spectacular pieces of theatre and
• Regional brand exposure in West Midlands, South West and Visitors flock here to buy the best plants and pick up specialist Malvern has always played a leading role in discovering new
South Wales advice. Independent research shows that the Floral Marquee talent: some leading names who began their careers here
• Stand out from your competitors along with the Show Gardens were the most enjoyed features nclude Chris Beardshaw, Paul Hervey Brookes, Diarmuid Gavin
• Positive engagement with RHS and Three Counties databases at the festival in 2019. and Caitlin McLaughlin.
• Positive engagement opportunities with visitors at the festival What’s more, 80% of nurseries achieved RHS Gold or Silver Malvern Shipping Container Gardens (previously Green Living
• Generate long-lasting goodwill for your brand Gilt Medals, so Malvern’s Floral Marquee sets the highest Spaces) are back by popular demand in 2020. Designers are
• Lead generation horticultural standards. challenged with finding inspiring solutions for compact and
The scale of the Floral Marquee feature requires bold, high unusual spaces built in and around shipping containers.
• Customer rewards and hospitality
• Staff benefits visibility branding and so our package would include signage A ‘must-see’ area of the festival, partners can benefit from logo
running the length of the structure as well plenty of promotional accreditation on signage of every Show Garden and Malvern
Thanks to Great Little Breaks, our Headline Partner 2019–2021 branding outside the feature. Shipping Container Garden as well as hospitality events for VIP
guests on the gardens themselves.
Naming Rights Opportunities: Naming Rights Opportunities: Naming Rights Opportunities:
‘RHS Malvern Spring Festival in association with YOUR BRAND’ ‘Floral Marquee supported by YOUR BRAND’ ‘Show Garden Arena supported by YOUR BRAND’
Option of Headline Partner taken 2019-2021 From £25,000 From £25,000
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RHS MALVERN SPRING FESTIVAL
PARTNERSHIP OPPORTUNITIES 2020
Francis Tophill with James Alexander-Sinclair The bustling Festival Green Best School Garden 2019
Festival Theatre Festival Green School Gardens
At the heart of the Festival on the vibrant Festival Green, the The Festival Green is a hub of activity with a relaxing, festival vibe. We are committed to encouraging the next generation of
Festival Theatre is a major draw for visitors. It houses the Festival Theatre, Show Gardens, Malvern Shipping gardeners with hands on interactive activities.
Partners can benefit from increased dwell times here as audiences Containers and School Gardens alongside picnic areas, world The perfect corporate social responsibility platform, our award
rest and listen to master classes and talks by leading industry food outlets and eye-catching, large-scale garden sculptures. winning School Garden Challenge always attracts warm plaudits.
experts hosted by James Alexander-Sinclair, award winner writer It’s a great place for visitors to spend time with family and friends, Mentored by the School Gardens Challenge Ambassador Skinny
and garden designer. take a bite to eat and re-charge before exploring more of the Jean Gardener, Lee Connolly, the collection of 10 gardens is
Previous celebrities have included Chris Beardshaw, Mary Berry, festival. unique for its feel good factor.
Raymond Blanc, Monty Don, Adam Frost, Carol Klein, Jonathan Partners can benefit from continuous high footfall to the area This year the youngsters from local primary schools are
Moseley, Joe Swift and Alan Titchmarsh. with so many prime features grouped together in close proximity. designing gardens around the theme ‘Wonders of the World’
The stage is being designed in 2020 by Butterworth Horticulture A large engagement space in a premium spot means that partners linking to the overall festival theme and a new school planter
and Kate Rees. Jamie Butterworth scooped four medals at RHS are never far away from their target audience and opportunities category will be introduced.
Chatsworth Flower Show last year while Kate Rees is an inspiring to promote their brand.
Partner with us for the School Gardens to reach a young audience
artist who won an RHS Gold Medal at Malvern last year for her and their families.
‘What If’ show garden in collaboration with Sebastian Conrad.
Naming Rights Opportunities: Naming Rights Opportunities: Naming Rights Opportunities:
‘Festival Theatre supported by YOUR BRAND’ ‘Festival Green supported by YOUR BRAND’ ‘School Gardens supported by YOUR BRAND’
From £20,000 From £20,000 From £15,000
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RHS MALVERN SPRING FESTIVAL
PARTNERSHIP OPPORTUNITIES 2020
Raymond Blanc with Mark Diacono Women for Wellbeing Forum in 2019 English Symphony Orchestra
New New
Grow and Cook Theatre Plants, People and Wellbeing Feature Music at Malvern Feature
Partner with us and explore numerous ways to engage with A new Plants, People and Wellbeing zone will take pride of place To celebrate our 35th anniversary and to commemorate
visitors through the universal pleasure of food. The celebration of on the Floral Marquee Green with a strong focus on sustainable the 75th anniversary of VE Day, we’ll be extending the hours
food at Malvern is second only to that of gardening. living, eco green gardening and health and wellbeing. Our new of the festival in 2020 to incorporate two spectacular
Our Grow & Cook Theatre, housed in a tipi style marquee on festival Ambassador, Chris Beardshaw, will play a key role in ‘Music at Malvern’ concerts.
our busiest avenue running through the centre of the festival, is curating exciting new content for this area. From a purpose-built stage, our Festival Green by day will be
our main cookery theatre. Here Mark Diacono, award-winning An eco, green and gardening feature, rural crafts and a Hortus transformed into a concert venue by night. With forward seating
food writer, grower and photographer, hosts talks and cookery Emporium of high-end retailers showcasing sustainable products as well as plenty of al fresco picnic space, the open-air concerts
demonstrations with foodie experts and top chefs. will be championed alongside a new Plants, People and Wellbeing promise to delight our audience and add a different dimension to
Previous celebrities have included Rachel Allen, Mary Berry, Theatre. Here industry experts will offer visitors ideas and advice the gardening festival experience.
Raymond Blanc, James Martin, John Torode, Greg Wallace and on how to green their world to make homes more sustainable and The 54 piece English Symphony Orchestra will perform top
Valentine Warner. adopt lifestyle practices to protect the future of our planet. wartime music tunes with special guest soprano, Lesley Garrett,
As well as the Grow & Cook Theatre, our specialist Food Hall A great opportunity for a partner with sustainable products or on the Friday evening. Jo Whiley and friends will take to the decks
features artisan producers and achieves high dwell times as services looking to promote these to a highly engaged audience on Saturday evening with a DJ set for a Garden Party curated by
visitors browse the mouth-watering produce. to help affect real change as the movement for sustainable living the festival’s special guests and exhibitors.
gains pace.
Naming Rights Opportunities: Naming Rights Opportunities: Naming Rights Opportunities:
‘Grow and Cook Theatre supported by YOUR BRAND’ ‘Plants, People and Wellbeing zone supported by YOUR BRAND’ ‘Friday/Saturday Music at Malvern supported by YOUR BRAND’
From £10,000 From £10,000 From £20,000
8
RHS MALVERN SPRING FESTIVAL
OUR FESTIVAL REACH
Our high-profile and prestigious event offers a unique opportunity to engage with a substantial national and regional
leisure time audience through multiple media channels lasting well beyond the four-day duration of the festival.
Media & PR reach
Media coverage in 2019, including national TV, generated a reach
of over 19 million. Of this 19% was national, 81% regional, with
501 pieces of coverage with 30% broadcast.
Vision for 2019
National broadcast
• 2.2 million viewers BBC2’s Gardeners’ World
Online
• Dedicated website created 2017 rhsmalvern.co.uk
• 50,000 email database
• 21,000 email database RHS Malvern ticket buyers
• Twitter followers (RHS 173,000, Malvern Shows 9,900)
• Facebook likes (RHS 316,000, Malvern Shows 6,400)
• Instagram followers (RHS 94,000, Malvern Shows 3,100)
• Google Display Network
• Facebook paid for advertising
• AdWords campaign
National, regional and specialist press
• Reach PLC (Gloucestershire Echo, Gloucester Citizen,
Western Daily Press) – online and paid for advertising
• Newsquest (Worcester News, Hereford Times, Berrows Journal)
– online and paid for advertising
• SoGlos – paid for advertising
• BBC Gardeners’ World – paid for advertising
• Cotswold Life – editorial Good Morning Britain filming at the festival
Print
• Leaflet distributed by Glide Media (29,800)
• Direct mail to RHS database to selected categories (35,538) Sponsor Benefits
• Postcard to RHS Malvern previous visitors (25,074)
We aim to develop collaborative relationships with all our
• 11,000 programmes
partners to best achieve shared goals. Bespoke opportunities
Membership exist to engage with our audiences via our marketing channels.
• 523,000 RHS Members
Please contact us for more information (see back page).
• 3,000 Three Counties’ Members
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RHS MALVERN SPRING FESTIVAL
FESTIVAL LAYOUT FOR 2020
Each quadrant of the site has its own unique ‘hot spots’ to draw visitors around the festival and aid navigation.
Key features are zoned enhancing the visitor experience and encouraging further dwell time and enjoyment.
Brown West Gate
KEY
Gate Entrance Coach
Visitors
Entrance
The Arcades Catering
Shopping Open Space
Ex
Experience Main
((Wye
W Hall) Theatre
Catering
Plant Show
Gardens
Grow & Live Well
Row Row Arcades Row
Festival Green
2 3 4
Chinese Hat
Music
Great Pavilion of Street Food
Flowers School Garden Rooms
Plant Creche Gardens
Porter Service Open Space Islands
Plant
Food Hall
(Avon Hall)
Arcades Members Avenue (Avenue F)
Tradestand Avenue G
Avenue G
Office
Catering
Chinese Hat
Row Row Row
Severn Hall
Row Office
3 4 5 7 Block
Teme Premium Corner
Hall Chinese Hat 5x5m or Open Space Island
Plant Catering
Row
Vehicle Compound Arcades 8
Yellow
Open Space Islands
Gate
Avenue F
Malvern Parade
Rural Crafts
Members Avenue Theatre and Eco, Green
Blue
Avenue F
and Growing
Growi Clear Span
Theatre
Gate Catering Plants, People and Wellbeing
Catering Open Space
Row National
N Row Row
1
Garden Plant 3 Grow and Cook 5
The Arcades
to Show
Societies Floral Marquee
Grow
Catering
Rooms Health &
Wellbeing
South Garden Catering
North Shell Scheme
Gate Avenue D Avenue D Gate
Main Entrance Food & Drink
Entrance
Vehicle Compound
Food & Drink Pavilion
Avenue C Gold Gate Avenue C
Entrance
N
Red Gold
Gate
10RHS MALVERN SPRING FESTIVAL
ENDORSEMENTS FROM OUR
PARTNERS, DESIGNERS & EXHIBITORS
Great Little Breaks Worcester Bosch Leaf Creative Hardy’s Cottage Garden Plants
Headline Partner Major Partner Show Garden Designer Floral Marquee Exhibitor
“We sponsored at RHS Malvern for the first “We’ve had a strong and long standing “A show garden at RHS Malvern Spring “We have been exhibiting at RHS Malvern
time in 2018. We were looking to raise our association with Three Counties after Festival is my premium shop window and Spring Festival for 29 years now and have
brand profile and build a database from partnering at RHS Malvern Spring a major marketing investment. Visitors are always had amazing support from the team
RHS and Three Counties’ members as well Festival for five years. The data collection highly engaged and travel good distances there. We find that visitors to the show are
as festival visitors which we successfully opportunities were particularly useful to to come and see the gardens and experience very knowledgeable and they are looking
accomplished. As a travel based company us, to promote our brand direct to our the festival. for a wide range of plant materials at a key
with over 200 short breaks exploring the target audience hailed from the influential Over recent years, I’ve seen the Festival time in the gardening year.
UK, we were fortunate to be able to provide ABC1 socio-economic demographic. Whilst develop into a gardening event of national The improvements made to the show in
festival visitors added value by offering our we are a national brand and RHS Malvern significance and, if you are considering 2017 lifted it to another level of excellence
short breaks as competition prizes. Spring Festival is a national festival, there commercial partnership, then I am happy – not to mention the incredible setting
We were so impressed with the results was something particularly special to recommend the team at RHS Malvern against the backdrop of the Malvern Hills.”
from our inaugural year of sponsorship that about the partnership as we are both Spring Festival.” Rob Hardy
we are thrilled to be returning in 2020 as Worcestershire based organisations.”
Peter Dowle Owner, Hardy’s Cottage Garden Plants
Headline Partner.” Sue Pennington Owner, Leaf Creative
Diana Evans Corporate Communication Manager, RHS Chelsea Flower Show &
Managing Director, Great Little Breaks Worcester Bosch Group RHS Malvern Spring Festival Gold Medal Winner
11Make our Malvern your Malvern
We welcome enquiries about
commercial opportunities at
RHS Malvern Spring Festival.
Please contact the team to find out more.
rhsmalvern.co.uk
threecounties.co.uk
Three Counties Showground, Malvern,
Worcestershire, WR13 6NW
Suzy Hillier Claire Blackford
Head of Commercial Sponsorship Account Manager
E suzy.hillier@threecounties.co.uk E claire.blackford@threecounties.co.uk
T 01684 584918 T 01684 584909
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