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Saturday, December 5, 2009
PARTNERSHIP PROPOSAL 2009
LAKESIDE POLO | PARTNERSHIP PROPOSAL 2009
Contact:
Mark Pennell, Event Producer
PO Box 301, Albert Park VIC 3206
Mobile: +61 (0)411 482 999
mgp@pennellcorp.com
This event is in no way connected to the “Polo in the City Series”
TABLE OF CONTENTS
1.0 Lakeside Polo 3
1.1 Fact File 3
1.2 Objectives 3
1.3 Field Location & Layout 4
1.4 Event Program 5
1.5 Corporate Hospitality 6
1.5.1 Variety VIP Marquee 6
1.5.2 The Pony Lounge 6
1.5.3 Private Corporate Marquees 7
2.0 Publicity, Marketing & Communications 8
3.0 Sponsorship Opportunities 9
3.1 Major Sponsorship 19
3.2 Polo Team Naming Rights Sponsorship 10
3.3 Pony Lounge Marquee Naming Rights Sponsorship 10
3.4 Category Exclusivity Sponsorship 11
LAKESIDE POLO – PARTNERSHIP PROPOSAL 2009
THIS DOCUMENT AND ITS CONTENTS ARE STRICTLY CONFIDENTIAL
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1.0 Lakeside Polo
Lakeside Polo is an annual polo event held in the picturesque surrounds of Albert Park, just
minutes from the city of Melbourne. It is a rare opportunity to witness some of Australia’s best
professional polo talent. This makes for a sensational social event and an acclaimed marketing
opportunity. Access to hospitality at the event is limited to 4,000 where all premium viewing
space along the field is pre-sold as corporate and public marquee packages, ideal for Christmas
parties, end of year Thank You’s or client entertaining.
1.1 Fact File
Date: Saturday, December 5, 2009.
The day commences at 11.00am and concludes at 6.00pm with arrangements made with
associated hotels and clubs following the event.
Lakeside Polo is played on a grand prix size polo field making the game tighter, faster
and more exciting to watch.
2009 marks the fourth year of Lakeside Polo.
Lakeside Polo is for all ages, however responsible service of alcohol will be enforced.
1.2 Objectives
To bring the exciting sport of polo to the city of Melbourne.
To produce a first class annual proprietary event that is imprinted on Melbourne’s event
calendar, marked with significant social importance.
To draw media attention to both the excitement of the polo game and the social
environment surrounding the event.
To provide sponsors with an environment to communicate their brand message to the
demographic.
To offer punters an alternative horse event to the Spring Racing Carnival.
To offer punters an easily accessible, cost effective event for personal or corporate
entertaining.
To recognise and contribute to a charity of importance to the community – Variety, the
Children’s Charity.
LAKESIDE POLO – PARTNERSHIP PROPOSAL 2009
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1.3 Field Location & Layout
Lakeside Polo is located on fields 14 & 15 on Aughtie Drive in Albert Park, opposite the F1 pit
buildings, Melways reference 2K H12.
LAKESIDE POLO – PARTNERSHIP PROPOSAL 2009
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1.4 Event Program
Following is the event structure for the day. There is however room to accommodate sponsor
formalities or requests.
Event Program:
11:00am Gates Open
11:45am Parade of Horses
12:00pm Ball Drop
12:00pm Game 1 - low goal
12:30pm Stomping of the Divots
1:00pm Game 1 Concludes
1:15pm Lunch
2:00pm Fashion Show and/or Celebrity Polo Match
(program item to be finalized with major sponsor)
2:30pm Champagne Dash for the ladies
2:45pm Beer Run for the men
3:00pm Parade of Horses
3:10pm National Anthem
3:15pm Ball Drop
3:15pm Game 2 – high goal
3:45pm Stomping of the Divots
4:15pm Game 2 Concludes
4:30pm Presentations & Variety raffle draw
5:00pm Last drinks in all Marquees, all guests to move to the Pony Lounge
6:00pm Last Drinks in the Pony Lounge
National Anthem Ball Drop Stomping of the Divots
Champagne Dash Learning the rules of the game Beer Run for the blokes
LAKESIDE POLO – PARTNERSHIP PROPOSAL 2009
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1.5 Corporate Hospitality
There are three ways to attend the Lakeside Polo; the Variety VIP Marquee, the Pony Lounge
or your own Private Corporate Marquee. These are detailed below.
1.5.1 Variety VIP Marquee
The Variety VIP marquee is a premium VIP experience of fine food and beverages all day in a
luxury syndicated marquee setting while you watch the polo! You will also be supporting Variety,
the Children’s Charity. There is also a silent auction and entertainment during the day for
marquee patrons. Premium food and beverage is included as part of the ticket throughout the
day.
1.5.2 The Pony Lounge
The Pony Lounge is a general admission style syndicated marquee where all the fun happens!
Your ticket gets you into the event and into the marquee – food and beverage is additional and
available for purchase all day at the Pony Lounge bar.
LAKESIDE POLO – PARTNERSHIP PROPOSAL 2009
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1.5.3 Private Corporate Marquees
Impress your guests or spoil your staff in your own private Corporate Marquee at the Lakeside
Polo! There are a number of marquee configurations available to accommodate your occasion,
budget and number of guests, where the option to style or theme your marquee is a must!
Private Corporate Marquee site details:
Capacity: 20-30 people per site – anymore than 30 people requires an additional
site.
Sites can be joined to accommodate larger numbers (fences removed b/w sites).
Site Description: 3m x 9m site including;
o 3m x 3m marquee with carpeted floor (floor not shown in diagrams above)
and food & beverage service area.
o 3m x 6m jarrah fenced courtyard area.
o 1 x market umbrella.
o 3 x table & chair settings.
o Entrance rope.
Carpeted floor upgrade for courtyard area available at additional cost.
Furniture upgrades – Pages is the exclusive furniture supplier, furniture booking
forms available upon request.
Marquee themeing and styling contractors welcome; professional contractors only,
styling details must be submitted for approval.
Food & Beverage not included - menus available upon request.
LAKESIDE POLO – PARTNERSHIP PROPOSAL 2009
THIS DOCUMENT AND ITS CONTENTS ARE STRICTLY CONFIDENTIAL
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2.0 Publicity, Marketing & Communications
To ensure that the Lakeside Polo is successful for both stakeholders and the event organiser it
is important to drive a strategic public relations, marketing and communications campaign to
capture media attention and drive corporate hospitality sales.
Public Relations Campaign – A public relations campaign will be developed with both
communications staff of the major sponsor and an external public relations agency. The
primary objective of the campaign is to appear across as many media channels as
possible producing a high dollar value of media coverage received.
Media Partners – follow the finalization of sponsors, media partners will be sought to
provide editorial and advertising support for the event. A media package will be
presented before the launch of the event into the public eye.
Marketing & Communications Plan – a marketing and communications plan will be
developed in conjunction with the public relations campaign. Preliminary meetings
between communications staff of the major sponsor and the event producer will set a
timeline of marketing and communications activity to execute.
Website – a comprehensive website will be developed to play a crucial role to enforce
the events’ marketing and communications items. It will also be used to sell and manage
corporate hospitality.
Event Management - The success of the Lakeside Polo relies heavily upon the planning,
management and implementation of the production, logistics and protocols surrounding
the event day. The presentation and seamlessness of the infrastructure and program to
the spectators, stakeholders and the Albert Park parkland is critical. Planning manuals
have been developed with local council and thoroughly checked and maintained to
ensure the event is a success this year and in the future.
Polo Demographic – the Lakeside Polo demographic is broken down into three
segments, each relating to corporate hospitality listed in section 1.5. People of all three
segments typically live in the inner city area and are of the middle to upper income
bracket. They are also keen to participate in Melbourne’s social events calendar must
do’s. Demographic segments include:
o Corporates (Private Corporate Marquee)
35 – 60 years old
Well established urban professionals with large disposable incomes
Like social interaction and the prestige associated with horse events
o Young Urban Professionals (Pony Lounge)
25 – 35 years old
more likely to make decisions based on their experiences and interactions
with a brand rather than from an indirect message
o Variety Charity Supporters (Variety VIP Marquee)
all ages
community minded and willing to support the cause
o Celebrities – also in attendance as guests of corporates and the event organiser
LAKESIDE POLO – PARTNERSHIP PROPOSAL 2009
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3.0 Sponsorship Opportunities
3.1 Major Sponsorship - $100,000 + GST
Provision of benefits:
Exclusive event naming rights – integration of brand name into the event title, “(brand)
Lakeside Polo” or event specific variations.
The major sponsor may refer to itself as, or otherwise make use of the following
designations:
o Major Sponsor for the Lakeside Polo 2009;
o Major Partner for the Lakeside Polo 2009;
o Official supplier denotation in relation to market category.
Category Exclusivity.
First Right of refusal for major sponsorship in 2010.
The major sponsor’s logo and or name integrated and featured most prominently in all
event marketing and advertising collateral, including but not limited to;
o Event program – front page prominence & 1 page advertisement
o Event advertising
o Event marketing collateral
o Press statements and media positioning where possible
o Event website
2 x private corporate marquee sites. Food and Beverage and furniture upgrades at the
major sponsor’s expense.
The major sponsor’s logo featured prominently on the breast of all polo team shirts for
the polo teams playing at the Event. The only other logo’s appearing on the team shirts
will be the team’s sponsor and the shirt manufacturer. The major sponsor’s logo also to
appear on the sleeve of all polo team shirts.
The major sponsor’s name featured on event trophies, one cup dedicated to the major
sponsor’s name, the “(brand) Cup”.
The opportunity for the major sponsor to present the Cup to the winning team of their
branded Cup.
20 x event flags at the event.
4 x field advertising banners at the event.
Additional signage opportunities at the event at the major sponsor’s expense.
The option for event staff to wear major sponsor branded shirts (at the major sponsor’s
expense)
The major sponsor to have first right of refusal to host a media launch cocktail party in
the lead up to the Event, at the major sponsor’s expense. Other sponsors of the Event
will have the first right of refusal to provide product in-kind, eg alcohol, at no expense to
the major sponsor to support the media launch cocktail party. Should they choose not to
exercise this option, the major sponsor is at liberty to source product from other suppliers
as it sees fit.
All advertising, marketing, press releases and promotional material in relation to the
Event will be submitted for approval by the major sponsor, however, such approval will
not be unreasonably withheld.
LAKESIDE POLO – PARTNERSHIP PROPOSAL 2009
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3.2 Polo Team Naming Rights Sponsorship – 4 teams @ $20,000 + GST each
(in-kind sponsorship to be discussed upon contract negotiation)
Provision of benefits:
Polo Team Naming Rights Sponsorship of one team playing at the event;
o Logo and or name on 4 polo team shirts for 1 team playing at the event.
o Player visitation to the sponsor’s Corporate Marquee site.
The polo team sponsor may refer to itself as, or otherwise make use of the following
designations:
o Polo Team Sponsor for the Lakeside Polo 2009;
o Partner for the Lakeside Polo 2009;
o Official supplier denotation in relation to market category.
Category Exclusivity.
First Right of refusal for polo team naming rights sponsorship in 2010.
The sponsor’s logo and or name integrated into all event marketing and advertising
collateral, including but not limited to;
o Event program – 1 page advertisement
o Event advertising
o Event marketing collateral
o Press statements and media positioning where possible
o Event website
2 x private corporate marquee sites. Food and Beverage and additional furniture
upgrades at the sponsor’s expense.
2 x field advertising banners at the event.
The team sponsor to have first right of refusal to provide product in-kind, eg alcohol, at
their own expense to support the media launch cocktail party. Should they choose not to
exercise this option, the major sponsor is at liberty to source product from other suppliers
as it sees fit.
3.3 Pony Lounge Marquee Naming Rights Sponsorship - $20,000 + GST
(in-kind sponsorship to be discussed upon contract negotiation)
Provision of benefits:
Pony Lounge Marquee naming rights – integration of brand name into the marquee title,
“(brand) Pony Lounge” or event/brand specific variations.
The Pony Lounge Marquee sponsor may refer to itself as, or otherwise make use of the
following designations:
o Pony Lounge Marquee Sponsor for the Lakeside Polo 2009;
o Partner for the Lakeside Polo 2009;
o Official supplier denotation in relation to market category.
Category Exclusivity.
First Right of refusal for Pony Lounge Marquee naming rights sponsorship in 2010.
The sponsor’s logo and or name integrated into all event marketing and advertising
collateral, including but not limited to;
o Event program – 1 page advertisement
o Event advertising
o Event marketing collateral
o Press statements and media positioning where possible
LAKESIDE POLO – PARTNERSHIP PROPOSAL 2009
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o Event website
Full branding opportunities of the Pony Lounge Marquee – marquee specifications;
o 60m x 6m marquee with 60m x 6m fenced courtyard, fully furnished
o Central bar area selling food and beverage
o Syndicated marquee capacity: max 750 pax
50 x tickets to the Pony Lounge Marquee or 2 x private corporate marquee sites. Food
and Beverage and additional furniture upgrades at the sponsor’s expense.
2 x field advertising banners at the event.
The Pony Lounge Marquee sponsor to have first right of refusal to provide product in-
kind, eg alcohol, at their own expense to support the media launch cocktail party. Should
they choose not to exercise this option, the major sponsor is at liberty to source product
from other suppliers as it sees fit.
3.4 Category Exclusivity Sponsorship - $12,000 + GST
(in-kind sponsorship to be discussed upon contract negotiation)
Provision of benefits:
The Category Exclusivity sponsor may refer to itself as, or otherwise make use of the
following designations:
o Sponsor for the Lakeside Polo 2009;
o Partner for the Lakeside Polo 2009;
o Official supplier denotation in relation to market category.
Category Exclusivity – first come, first executed basis.
First Right of refusal for Category Exclusivity sponsorship in 2010.
The sponsor’s logo and or name integrated into all event marketing and advertising
collateral, including but not limited to;
o Event program – 1 page advertisement
o Event advertising
o Event marketing collateral
o Press statements and media positioning where possible
o Event website
2 x private corporate marquee sites. Food and Beverage and additional furniture
upgrades at the major sponsor’s expense.
2 x field advertising banners at the event.
The category exclusivity sponsor to have first right of refusal to provide product in-kind,
eg alcohol, at their own expense to support the media launch cocktail party. Should they
choose not to exercise this option, the major sponsor is at liberty to source product from
other suppliers as it sees fit.
LAKESIDE POLO – PARTNERSHIP PROPOSAL 2009
THIS DOCUMENT AND ITS CONTENTS ARE STRICTLY CONFIDENTIAL
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