By Pepper Parr
October 22nd, 2021
BURLINGTON, ON
This is about an event proposal that literally slipped through council with very little public input.
At the time the organizers of the event were looking for a five year permit – Ward Councillor Lisa Kearns whittled that down to two years.
The urgency on the part of the organizers was to give sponsors the assurance that they were putting their money into something that was going to be around for awhile.
TD bank was mentioned as people ready to sign the cheque.
The organizers explained that The Burlington Holiday Market was established to celebrate the holiday spirit in the heart of the city, downtown Burlington. 2021 will mark the first year of this annual event. Building on a tradition of bringing the community together, the Market welcomes residents, families and visitors from around the Halton and Hamilton region to come and experience a celebration of the season.
In partnership with the Sound of Music, the Burlington Holiday Market took inspiration from European Christmas markets and infused a flair of Canadiana to deliver a unique and imaginative immersive experience. The Burlington Holiday Market will offer several features including concerts and choirs, a HERO’s lounge, interactive community art features and advent-style community displays.*
After a tumultuous 18-months, the Burlington Holiday Market is ready to bring everyone back together and revitalize the downtown just in time for the holiday season. From December 9th to 12th we will transform downtown Burlington into a holiday wonderland with something to excite all the senses and fun for all ages.
They pointed to the history of large events in Burlington with Sound of Music festival brings 200,000 people into the downtown and RibFest, which has been around since 1996 attracting approximately 175,000 people.
Sponsorships were clearly a big part of the revenue side.
Available for your consideration we are offering limited sponsorship at the following levels:
$40,000
PRESENTing Sponsorships
1 Available
$25,000
Gold Sponsorships
4 Available
$17,500
Silver Sponsorships
7 Available
$10,000
Bronze Sponsorships
10 Available
And the following unlimited sponsorships:
$3,000 Cheer Sponsorships
$1,000 Snowflake Sponsorships
*All sponsorships may be subject to change at the discretion of the Burlington Holiday Market
The PRESENTing Sponsor ($40,000) will enjoy the ultimate in visibility around the region, in the media and during the market. This is an opportunity to leverage an active and engaged audience and offer a high-profile display in the largest activation space available within the Market.
Naming:
● Market Naming
● Lounge Naming
Activation:
● 20’x20′ Activation space for the duration of the show for four days – Dec 9, 10, 11, 12
Recognition:
● Verbal recognition from stage hosts
● Prize draw participation
Social Media
● 10 x Mentions and/or tags* on Burlington Holiday Market social media channels
● 10 x Shares and/or reposts* of approved sponsor content on Burlington Holiday Market social media channels
eCommerce
● Logo included on postcard inside delivered parcel
● Opportunity for product inclusion
Thank you
● Inclusion in post-event Thank You video that will be
Visibility:
● Naming recognition on all advertising (website, print
● Logo on print advertising
● Logo on outdoor advertising
Rights
distributed on social
and digital)
● Named in all press releases
● Logo on website (linkable)
● Logo on general signage
● Logo on digital advertising
● Logo on printed poster
● Logo on print banner
● Radio advertising mention
● First right of refusal for 2022
*All sponsorships may be subject to change at the discretion of the Burlington Holiday Market
GOLD SPONSORSHIP – $25,000
Gold Sponsors will benefit from high visibility and numerous touch points throughout the Market, mentions in the media and a presence on all marketing materials leading up to and after the event. Gold sponsorship activation spaces will be centrally located to maximize traffic and audience opportunity
Activation
● 10′ x l0′ Activation space for the duration of the show for four days – Dec 9, 10, 11, 12
Recognition
● Verbal recognition from stage hosts
● Prize draw participation
Visibility
● Named in all press releases
● Logo on website (linkable)
● Logo on general signage
● Logo on print advertising
● Logo on outdoor advertising
● Logo on digital advertising
● Logo on printed poster
Social Media
● 6 x Mentions and/or tags* on Burlington Holiday Market social media channels
● 6 x Shares and/or reposts* of approved sponsor content on Burlington Holiday Market social media channels
Thank you
● Inclusion in post-event Thank You video that will be distributed on social
ECommerce
● Logo included on postcard inside delivered parcel
● Opportunity for product inclusion
Rights
● First right of refusal for 2022
● Logo on print banner
● Radio advertising mention
*All sponsorships may be subject to change at the discretion of the Burlington Holiday Market
SILVER SPONSORSHIP – $17,500
Silver Sponsors will gain access to high traffic activation sites and logo inclusion on a wide range of promotional materials. This is an excellent opportunity to re-engage with the community and drive brand recognition, leads, sales or showcase products and services just in time for the gift giving season.
Activation
● 6’x6′ Activation space for the duration of the show for four days – Dec 9, 10, 11, 12
Recognition
● Verbal recognition from stage hosts
● Prize draw participation
Visibility
● Named in all press releases
● Logo on website (linkable)
● Logo on general signage
● Logo on print advertising
● Logo on outdoor advertising
● Logo on digital advertising
● Logo on printed poster
● Logo on printed banner
Social Media
● 3 x Mentions and/or tags* on Burlington Holiday Market social media channels
● 3 x Shares and/or reposts* of approved sponsor content on Burlington Holiday Market social media channels
eCommerce
● Logo included on postcard inside delivered parcel
Thank you
● Inclusion in post-event Thank You video that will be distributed on social
Rights
● First right of refusal for 2022
*All sponsorships may be subject to change at the discretion of the Burlington Holiday Market
BRONZE SPONSORSHIP – $10,000
Bronze Sponsors will have the opportunity to present their brand, product and services to a large, engaged audience. Branding will be included on a wide range of promotional materials distributed throughout Halton region and online leading up to and during the Burlington Holiday Market. Reach a large, concentrated audience from sunrise to sunset!
Activation
● 6’x6′ Activation space for the duration of the show for one day – Dec 9 or 10 or 11 or 12
Recognition
● Prize draw participation
Visibility
● Logo on website (linkable)
● Logo on general signage
● Logo on print advertising
● Logo on outdoor advertising
● Logo on digital advertising
● Logo on printed poster
Social Media
● 2 x Mentions and/or tags* on Burlington Holiday Market social media channels
● 2 x Shares and/or reposts* of approved sponsor content on Burlington Holiday Market social media channels
eCommerce
● Logo included on postcard inside delivered parcel
*All sponsorships may be subject to change at the discretion of the Burlington Holiday Market
CHEER SPONSORSHIP – $3,000
Cheer Sponsors are big supporters of the community and will be able to take advantage of the opportunity to drive traffic to their website and social media platforms, promote their participation in the Burlington Holiday Market and their support for the artists, vendors, performers and food and beverage providers of Burlington and Halton.
Visibility
● Logo on website (linkable)
Social Media
● 1 x Mentions and / or tags* on Burlington Holiday Market social media channels
● 1 x Shares and/or reposts* of approved sponsor content on Burlington Holiday Market social media channels
SNOWFLAKE SPONSORSHIP – $1,000
Building a snow sculpture isn’t possible without many snowflakes. Each contributing to building something bigger to be enjoyed by everyone, much like the Burlington Holiday Market. Make your contribution to supporting the community and the downtown core with a Snowflake sponsorship and share your contribution with your friends and followers – we will do the same!
Social Media
● 1 x Mentions and / or tags* on Burlington Holiday Market social media channels
● 1 x Shares and / or reposts* of approved sponsor content on Burlington Holiday Market social media channels
*All sponsorships may be subject to change at the discretion of the Burlington Holiday Market.
The person you want to meet with is:
Meagan Madill
T: 905.995.4343
E: meagan@curatedbym.com
Bring your cheque book.
There is a lot more behind this situation – Stay Tuned and Stand By!
I did ask all these questions when I had a conversation with Brian Dean, who heads up the DBBA. At the time he did not have the answers to my questions and if the promotors are looking for sponsors I doubt they have the answers as well.
When speaking to one of the downtown merchant she stated that she had indicated to Mr. Dean that downtown merchants not be charged to rent space.
Some downtown merchants can’t simply transport their merchandise to this type of venue. When festivals such as RibFest etc take place many merchants indicate that they have a loss of revenue during these times.
As for Council making the right decision. In this case both the merchants and the public had little advance notice of this proposed Holiday Market.
The last question I would like to ask – How many people who commented on this Holiday Market actually live in the downtown core and will have to deal with the traffic, parking and noise?
Maybe there is no need for merchants to take their merchandise to the Holiday Market location. Maybe they can get approval to have their merchandise on the sidewalk outside of their store.
The merchants have been consulted via their association representation. Are you suggesting Council should have held a public meeting for residents’ input on this matter? If so where does the public consultation end. Do we not elect our representatives, municipal, provincial, and federal to make decisions on our behalf.
Gosh Penny, I wish you had stated that you had already asked these questions in person and received no answers. I can now see where you are coming from.
But think of the input and the increase in profits for businesses(not just merchants), in and around Burlington, maybe not such a profit the first year, but year on year the Market will draw more businesses and people will visit our lovely Burlington. Helping our whole community to thrive in these really tough times.
Ultimately, the disruption is for a short time, but the atmosphere will be terrific and get better each year, plus it brings people together, which is badly needed in our world today.
Penny as you have so many questions and you want answers, I have always found contacting the organizers is the most appropriate 1st call. Then for the benefit of the readers you could post the answers for us all to discuss.
The European Christmas markets have taken some years to become established but now people from all around the world visit such places.
Wouldn’t it be fantastic to have such a multicultural market on our doorstep.
What will the cost be for vendors renting space? Will the downtown merchants have to pay to participate at this event?
It is the downtown merchants that have the most to lose. Lost revenue, and more traffic in an area that already deals with parking issues.
Where exactly will this market be held? How many streets in the downtown will be affected? There was mention that alcohol could be available. What is the status on this?
Are the organizers considering having a shuttle from Burlington Centre or Mapleview Mall? However, I doubt if this is something that the Malls would consider allowing.
So many questions, so few answers.
You say it is the downtown merchants that have the most to lose. Yes, most to lose if they do not grab the opportunity to be a part of it. Not joining in will certainly not help their position.
Maybe that’s why the DBBA is in favour of it and actively participating in it.
Visitors to the downtown drawn by the Holiday Market will not visit the market and ignore the bricks and mortar stores. If the b&m stores join in and have sidewalk stores it will make for an absolutely fabulous destination.
You’re right so many questions to be answered. But not for us to be that involved in the nitty gritty. We have delegated our authority via the 2018 election to Council to evaluate matters like this and make decisions on our behalf. Let Council do its job.
This type of downtown festival event (e.g. SoM, Ribfest) is one of the reasons I moved to Burlington about five years ago. These festivals are community builders. Let’s encourage them!