Venue Hire Thursday 9 - Sunday 12 May 2019 Corporate Opportunities & Partnerships - Three Counties Showground
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Venue Hire Thursday 9 – Sunday 12 May 2019 Corporate Opportunities & Partnerships
RHS MALVERN SPRING FESTIVAL
AWARD WINNING SHOW GARDENS
Best Construction Award & RHS Gold Medal: The Spirit of the Woods by Howle Hill Nursery 2018
Please visit rhsmalvern.co.uk to see commercial highlights video from 2018
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 • 100,000 footfall over 4 days • T
he Midlands’ and South West’s number one
(RHS) host RHS Malvern Spring Festival at Three Counties gardening show
• 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, produces a festival to remember and one • Spectacular 190 metre long Floral Marquee
• A
verage spend: £150 per person
that has been in existence since 1985. • 2019’s theme Through the Lens
• 73% female; 27% male
In fact, between 2014 and 2016, RHS Malvern Spring Festival • National & regional TV coverage
was the fastest growing of all the RHS shows. Proud of its • Average age 52 years
local roots and heritage but with national reach, the festival’s • Gardening’s top names have previously included
• Average dwell time 5 hours and 52 minutes
recent increased popularity and success has cemented its James Alexander-Sinclair, Chris Beardshaw,
place on the UK’s show calendar. This presents unique • The Daily Telegraph, The Daily Mail, The Times Monty Don, Adam Frost, Carol Klein,
engagement opportunities for commercial partners to most read newspapers Jonathan Moseley, Joe Swift and Alan Titchmarsh
communicate with an affluent and influential audience. • Two hour drive time including The Midlands, • Food and lifestyle expertise previously from
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 BDRC Continental
Continuing to raise the bar Royal Horticultural Society Partnership Please see page 9 for full details of the festival’s reach
“Welcome to RHS Malvern “RHS Malvern Spring Festival is
Spring Festival. As a joint team a major national horticultural
with the RHS, we are committed showcase for the RHS and it
to the continued development continues to inspire gardeners
of this much anticipated and of all abilities. Malvern knows
loved annual event. how to engage with its partners
and visitors so you are assured
We have some new and exciting
that your investment is in safe
plans in store for 2019, including
hands and will deliver real results.”
a new theme (page 5) which we
believe offer great opportunities James Alexander-Sinclair
Diana Walton for partners.” RHS Council Member and
Head of Shows, 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 and crafts. Our stellar line up of leading industry experts are on hand to share
their depth of knowledge.
“This is where Spring has a chance “The reason I love Malvern is “For me RHS Malvern Spring
to express itself publicly. because everything is here. Festival kicks off the gardening
It is fantastic! It is full of the most wonderful year in the best possible way.
plants and all sorts of people It reminds me that Spring has
And this incredible showground
who know all about them.” well and truly arrived and the
which I remember coming to
Carol Klein festival really does improve
nearly 50 years ago just seems to
Presents for BBC2’s year on year.”
get better and better.”
Gardeners’ World at Alan Titchmarsh
Monty Don
RHS Malvern Spring Festival Opened RHS Malvern Spring
Presents for BBC2’s
Gardeners’ World at Festival in 2016 & 2017
RHS Malvern Spring Festival
Monty Don Carol Klein Alan Titchmarsh
“Being a regular at RHS Malvern “What I really love about “I thoroughly enjoyed my time
I can really see how the festival RHS Malvern Spring Festival at RHS Malvern hosting talks
has improved over the years. is the spirit of community and demonstrations in the
It has a special atmosphere all around food; the journey Grow & Cook Theatre in 2018.
of its own and celebrates the of food, from growing it I’m really looking forward to
finest in gardening and food.” to cooking it, to enjoying returning in 2019.”
Joe Swift it with friends.” John Torode
Presents for BBC’s Raymond Blanc TV Chef and restauranteur
Gardeners’ World at Opened the Festival in 2015
RHS Malvern Spring Festival and headlined in 2017
Joe Swift Raymond Blanc John Torode
4
RHS MALVERN SPRING FESTIVAL
THE SPECIAL MALVERN EXPERIENCE
Bonne Maman sampling has been particularly successful
Opportunities for Commercial Partners
Brand building
Build awareness through our media
coverage and by association
Recruit new customers
Communicate with our customers both face
2019 THEME - Through the Lens to face and pre/post event; data capture
The theme for RHS Malvern in 2019 is ‘Through the Lens.’ Entertain clients and reward staff
We pay homage to the silver-halide process used to capture A full day out that appeals to everyone with
photographic images which celebrates its 180th anniversary various catering options
this year.
Corporate social responsibility
In celebration of this huge milestone, RHS Malvern is taking Support our education work with schools in
a look through the lens with a series of photographic the UK and our Russian exchange programme
exhibits exploring gardening through time as well as
referencing in some of the main Festival features including Experiential activity
the Festival Theatre, Show Gardens, School Gardens and Sampling and point of sale
the Great Pavilion of Art & Flowers. Official supplier
Enjoy category exclusivity
Our creative for 2019 depicts how horticulture is central, Bespoke packages
but the festival experience remains key. We will create a package to ensure you
achieve your objectives
5
RHS MALVERN SPRING FESTIVAL
PARTNERSHIP OPPORTUNITIES 2019
Alan Titchmarsh on the Floral Marquee Green Stunning displays inside the Floral Marquee Urban Oasis by Mark Draper 2018
Headline Partner Floral Marquee Show Gardens
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 70 award-winning, motivation to visit.
• National brand exposure handpicked plant nurseries. The show gardens are spectacular pieces of theatre and Malvern
• Regional brand exposure in West Midlands, South West and Visitors flock here to buy the best plants and pick up specialist has always played a leading role in discovering up and coming
South Wales advice. In independent research, visitors reported that the Floral talent: some leading names who began their careers here include
• Stand out from your competitors Marquee along with the Show Gardens were the most enjoyed Diarmuid Gavin, Chris Beardshaw, Paul Hervey Brookes and
• Positive engagement with RHS and Three Counties databases features at the festival in 2018. RHS Young Designer of the Year 2016, Caitlin McLaughlin.
• Positive engagement opportunities with visitors at the festival What’s more, 90% of nurseries achieved RHS Gold or Silver Gilt A new category of small show gardens introduced in 2018 is back
• Generate long-lasting goodwill for your brand Medals, so Malvern’s Floral Marquee sets the highest this year– Green Living Spaces. Designers are challenged with
• Lead generation horticultural standards. finding inspiring solutions for compact and unusual urban spaces
Created to inspire visitors to grow and learn about plants, the including balconies and patios, each with an adjoining indoor area.
• Customer rewards and hospitality
• Staff benefits Master Grower feature was introduced in 2017. At the heart of Our Moscow Flower Show Exchange programme enters its
the Floral Marquee, this year’s Master Grower is Gold Medal third year and would be an interesting sponsorship opportunity
Thanks to Great Little Breaks, our Headline Partner 2019–2021 winner, Mendip Bonsai. for anyone with links to Russia eg a travel company.
Opportunities: Opportunities: Opportunities:
• Naming rights: ‘RHS Malvern Spring Festival • Naming rights: ‘Floral Marquee supported by YOUR BRAND’ • Naming rights to the Show Garden Arena, Green Living Spaces
in association with YOUR BRAND’ • Sponsor our Master Grower feature or Moscow Exchange Programme
• Option of Headline Partner taken until 2019-21 • From £5,000 to £30,000 • From £10,000 to £30,000
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RHS MALVERN SPRING FESTIVAL
PARTNERSHIP OPPORTUNITIES 2019
The buzzing Festival Theatre with our panel of celebrities John Torode cooking up a feast The Grow & Know zone
Festival Theatre & Festival Green Food & Drink Grow & Know
At the heart of the Festival on the vibrant Festival Green with Partner with us and explore numerous ways to engage with Grow and Know offers practical advice, top tips and inspiration
music, world food and seating areas, the Festival Theatre is a visitors through the universal pleasure of food. The celebration about every aspect of growing.
major draw for visitors and a must see. of food at Malvern is second only to that of gardening. The zone features the Grow & Cook Theatre with daily
Best Show Garden 2018 and RHS Gold Medal winner Ruth Our specialist Food Hall features artisan producers and achieves cookery demonstrations, a National Plant Society marquee
Gwynn is designing the stage for 2019 and it promises to be a high dwell times as visitors browse the produce, in particular home to a wealth of knowledge and friendly advice, as well as
show-stopping creation. seasonal local asparagus. Grow to Show, an amateur competition for individuals, groups,
Sponsors can benefit from increased dwell times here as Our Grow & Cook Theatre, situated in the Grow & Know zone societies and clubs.
audiences rest and listen to master classes and talks by leading features cookery demonstrations by experts and chefs, all hosted Returning for 2018, is the EGG feature (Eco, Green and Growing)
industry experts hosted by James Alexander-Sinclair, award by award winning food writer, Mark Diacono. designed by RHS medal winner, Hannah Genders. This will have a
winner writer and garden designer. Previous food experts and chefs at the festival have included festival feel with music, talks, demonstrations and interactive art
Previous celebrities have included Chris Beardshaw, Mary Berry, Rachel Allen, Mary Berry, Raymond Blanc, James Martin, John all centred around the theme of eco gardening food growing and
Raymond Blanc, Monty Don, Adam Frost, Carol Klein, Jonathan Torode, Greg Wallace and Valentine Warner. the community.
Moseley, Joe Swift and Alan Titchmarsh.
Opportunities: Opportunities: Opportunities:
• Naming rights to Festival Theatre or Festival Green from £25,000 • Naming rights to Grow & Cook Theatre from £5,000 to £10,000 • Naming rights to Grow & Know zone from £10,000
• Sponsor a day’s programme or a celebrity for £5,000 to £15,000 • Naming rights to Grow & Cook Theatre from £5,000 to £10,000
7
RHS MALVERN SPRING FESTIVAL
PARTNERSHIP OPPORTUNITIES 2019
The Work of Heart Garden by Clare Young Best School Garden 2018 Jonathan Moseley with his spectacular Morgan floral centrepiece
Live Well School Gardens The Great Pavilion of Art & Flowers
The benefits of horticulture on health have long been recognised We are committed to encouraging the next generation of New for 2018, the Great Pavilion of Art & Flowers returns
and it is a theme that crops up naturally across the whole festival. gardeners with hands on interactive activities. this year. Covering 2,600 square metres, it houses floral
Brand new in the Live Well zone for 2019 is our Plants & Wellbeing The perfect corporate social responsibility platform, our award exhibits from British cut flower growers, florists, floral art
Theatre with talks and demonstrations from industry experts and winning School Garden Challenge always attracts warm plaudits. enthusiasts, sculptors and craftsmen.
specialist nurseries. A number of other community initiatives will Mentored by the new School Gardens Challenge Ambassador A new Makers Emporium offers festival visitors a chance
feature with a focus on sustainability alongside highlighting the Skinny Jean Gardener, Lee Connolly, the collection of 14 gardens to try their hand at a variety of interesting art and craft
importance of emotional and physical wellbeing. is unique for its feel good factor. workshops whilst expert floral designer, Jonathan Moseley,
Last year a full-size knitted Show Garden installation featured in hosts daily talks, demonstrations and floral workshops in
This year the youngsters from six Worcestershire and two
the zone stole the show. The Work of Heart Garden designed by the bijou Flower Talk Theatre.
Gloucestershire primary schools are designing gardens around the
Clare Young in support of Sue Ryder Leckhampton Court Hospice theme A Moment in Time linking to the overall festival theme. The Great Pavilion of Art & Flowers pays homage to our
generated a great deal of media interest which in turn benefited festival theme Through the Lens with a feature looking at
Partner with us for the School Gardens to reach a young audience
the entire zone. the art of photography through the ages.
and their families.
Opportunities: Opportunities: Opportunities:
• Naming rights to Live Well zone from £10,000 • Naming rights to School Gardens from £15,000 • Naming rights to The Great Pavilion of Art & Flowers from £15,000
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 2018, including national TV, generated a reach RHS
of over 36.4 million. Of this 21% was national, 79% regional, with MALVERN
an overall increase in coverage of 32% from 2017.
Vision for 2019
National broadcast
• 2.2 million viewers BBC2’s Gardeners’ World
Online
• Dedicated website created 2017 rhsmalvern.co.uk
• 59,000 email database
• 21,000 email database RHS Malvern ticket buyers
• Twitter followers (RHS 158,000, Malvern Shows 9,000)
• Facebook likes 309,000 (RHS 305,000, Malvern Shows 4,000)
• Google Display Network
• Facebook paid for advertising
• AdWords campaign
National, regional and specialist press
• The Telegraph – online advertising
• Trinity Mirror (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 Good Morning Britain filming in 2016
• Cotswold Life – in print advertorial
Print
• Leaflet distributed by Glide Media & included in RHS mailing Sponsor Benefits
• Direct mail to RHS database to selected categories We aim to develop collaborative relationships with all our
• 13,000 programmes partners to best achieve shared goals. Bespoke opportunities
Membership exist to engage with our audiences via our marketing channels.
• 490,205 RHS Members Please contact us for more information (see back page).
• 3,000 Three Counties’ Members
9
RHS MALVERN SPRING FESTIVAL
FESTIVAL LAYOUT FOR 2019
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.
T007-2742 MAS programme RHS Malvern advert 148x210mm AW OL.pdf 1 29/08/2018 14:32
KEY
Open Space
Grow & Live Well
Chinese Hat
West Gate Garden Rooms
Brown
Open Space Islands
Gate Entrance Coach
Visitors Members Avenue (Avenue F)
Entrance Chinese Hat
Premium Corner
The Arcades Catering Chinese Hat 5x5m or Open Space Island
Shopping Open Space Islands
Experience Main Malvern Parade
(Wye Hall) Show Theatre
Plant Clear Span
Catering
Arcades Gardens Open Space
Row Row Row
2 3 4 Festival Green World The Arcades
Music Street Shell Scheme
Great Pavilion of Food Food & Drink
Art & Flowers School Food & Drink Pavilion
Plant Creche Gardens
Catering Areas
Porter Service
Plant
Food Hall Arcades
(Avon Hall) Tradestand Avenue G
Avenue G
Office
Catering
Row Row Row
Severn Hall
Row Office
3 4 5 7 Teme
Block
Hall
Plant Catering
Row
Vehicle Compound Arcades 8
Yellow
Gate
Avenue F
Members Avenue Rural Crafts
Avenue F and Bandstand
Blue
Gate Catering GROW LIVE
Row Row National Plant Row
WELL Catering
1 3 Societies 5
GARDEN Grow
to Show
and Cook Floral Marquee
Grow
Catering
ROOMS Health &
Theatre
Wellbeing
South Garden Catering
North
Gate Avenue D Avenue D Gate
Main Entrance
Entrance
Vehicle Compound
Avenue C Gold Gate Avenue C
Entrance
N
Red Gold
Gate
10RHS MALVERN SPRING FESTIVAL
ENDORSEMENTS FROM OUR
SPONSORS, DESIGNERS & EXHIBITORS
Great Little Breaks Worcester Bosch Peter Dowle, Howle Hill Nurseries Hardy’s Cottage Garden Plants
Headline Partner Major Partner Show Garden Designer Floral Marquee Exhibitor
“We sponsored at RHS Malvern for the first “We have 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 28 years now and have
brand profile and build a database from partnering at RHS Malvern Spring Festival a major marketing investment. Visitors are always had amazing support from the team
RHS and Three Counties’ members as well for four years now. 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 are particularly useful to us, to come and see the gardens and experience very knowledgeable and they are looking
accomplished. As a travel based company to promote our brand direct to our target the festival. for a wide range of plant materials at a key
with over 200 short breaks exploring the audience hailed from the influential ABC1 Over recent years, I’ve seen the Festival time in the gardening year.
UK, we were fortunate to be able to provide socio-economic demographic. Whilst we develop into a gardening event of national The improvements made to the show in
festival visitors added value by offering our 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 is something particularly special about the to recommend the team at RHS Malvern against the backdrop of the Malvern Hills.”
from our inaugural year of sponsorship that partnership as we are both Worcestershire Spring Festival.” Rob Hardy
we are thrilled to be returning in 2019 as based organisations.”
Peter Dowle, Howle Hill Nurseries Owner, Hardy’s Cottage Garden Plants
Headline Partner of RHS Malvern.” Sue Pennington RHS Chelsea Flower Show &
Diana Evans Corporate Communication Manager, RHS Malvern Spring Festival Gold Medal Winner
Managing Director, Great Little Breaks Worcester Bosch Group
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
Memories of Service supporting the RAF100 Appeal
by Wilson Associates Garden Design Outside Number 39 by Elaine Portch Greenhance: The Garden in the Egg by Jonas Egger
RHS Gold Medal 2018 Best Green Living Spaces Garden 2018 RHS Gold Medal 2018You can also read
