| Q & A 04.02.09 7:00 AM |
PRINT | SEND TO A FRIEND |
|
| Virginia Gold Cup's Katie Snyder Adds Sponsor Categories for New Revenue Streams |
|
 |
Katie Snyder
Photo: Courtesy of Katie Snyder
|
|
|
 |
In spring and fall, Snyder produces the Virginia Gold Cup races, which draw a total of more than 85,000 fans.
Photo: Š Isabel J. Kurek
|
|
|
FROM WASHINGTON The race never stops for Katie Snyder, director of development for the Virginia Gold Cup Association. Based in Warrenton, Virginia, Snyder and her full-time staff of four produce the Old Dominion’s largest twice-yearly horse race, with the leading purses for timber racing (jumping fences) in the country. The two race days in spring and fall draw a total of more than 85,000 fans to the 175-acre Great Meadow equestrian facility and event venue in the town of The Plains for one of the biggest social and sporting events in the D.C. area.
Before taking the Gold Cup reins in summer 2007, Snyder was the associate director of corporate development for the Sundance Institute in Los Angeles and also practiced law. Her efforts at Gold Cup have added new corporate-sponsorship opportunities, such as a Chairman's Box and JumboTrons, to an already action-packed day at the races. In addition to the ever-popular Jack Russell terrier races (sponsored by the Virginia Lottery) and tailgate competition (sponsored by Goodstone Inn and Estate), there are now nearly 25 sponsored programs and activities. We spoke to Snyder as she nailed down details for the upcoming Virginia Gold Cup race May 2.
When do you start planning for Gold Cup?
We start about 18 months out. This year will be the 84th running for the spring races, and our major vendors for tents, equipment, and catering have multiyear contracts to receive the best pricing. But so far this year we are seeing an 8 to 10 percent decline in ticket sales from 2008. Still, our attendance is very diverse, from young socialites to college alumni to business groups, as well as neighborhood families and friends. These groups annually book tailgate spots or buy the higher-end tickets on Members Hill for the spring tradition of seeing and being seen.
With traditional ways of advertising changing, what social networking sites are you using to get the word out?
Virginia Gold Cup races are now listed as events on Facebook, enabling members to invite their friends, post pictures, and get up-to-date information on the event. Establishing a presence on Twitter is our next step.
On the Virginia Gold Cup Race page we developed a blog two years ago, which was the most visited area of the Web site and a place that we kept fun and silly to get people to visit often. Over the past two years our advertising strategy has moved away from print media ads to more of an online presence.
What types of sponsorships are available and, in these economic times, is it harder or easier to fill them up?
We have definitely seen the sponsorship pool shrink, although we've kept long-term supporters like Fidelity Investment, Airbus Industries, and Booz Allen Hamilton. Instead of generating 15 to 20 proposals for six to 10 major sponsors, you have to generate 40-plus proposals to land fewer sponsors. Also, the proposals have to really show a value to the customer to receive a positive response. And some long-term sponsors, under the current economic condition, are asking for the same package with a reduction in the cost.
Hospitality tent sales, where companies can entertain their top clients, and which have always been the high-end player of the event, are a bit soft, with many previous tent members downsizing their parties. The good news is that companies continue to value the event as a great networking opportunity and continue to attend, but perhaps choosing to downsize their catering offerings.
—Walter Nicholls
RELATED TOPICS
Virginia Gold Cup Association, Sundance Institute, Facebook, Twitter, Virginia Lottery, Goodstone Inn & Estate, Fidelity Investments, Airbus Industries, Booz Allen Hamilton
MORE Q & A STORIES
How the F.B.I.'s Anne Beagan Works to Keep Large Public Events Safe
Pedro Pablo Peña Brings Dancers From Around the World to Miami for 17-Day Ballet Festival
David Bednar Tries to Measure the Fun While Hosting a Million People at Canadian National Exhibition
Jim Beam's Kelly Doss Works With Kid Rock to Promote New Whiskey
Microsoft's Rosalind Murphy Targets New Clients With Female-Focused Events
MORE STORIES ABOUT SUNDANCE INSTITUTE
Events Get Tagged With Graffiti
Prom Themes Aren't Just for High Schools Anymore
MORE STORIES ABOUT FACEBOOK
Poll Results: Planners Find Facebook a Useful Distraction
In the News: Low-Key Event Sponsorships Thrive, Victoria's Secret Show Returns to New York
In the News: Evite Losing Event Edge, Ben Stein Wants More Meetings
| More Suppliers/Venues to Consider |
ADVERTISEMENT |
|
|
|
Universal Studios Hollywood Theme Park and CityWalk Special Events
From catering to decor to flawless execution by a professional and experienced event management staff, Universal Studios Hollywood Theme Park and CityWalk Special Events is a one-stop shop for excellence in events. Only Universal Studios Hollywood brings true Hollywood style to events with several unique outdoor and indoor venues, including the 9,600-square-foot Globe Theatre event space. More >>
EMAIL THIS RESOURCE |
|
StepandRepeat.com
Professional-quality step-and-repeats. Full-service setup and graphic design. More >>
EMAIL THIS RESOURCE |
|
Society Awards
Society Awards is the world's premier provider of fine custom products for elite events, from the Golden Globes to the CFDA. Any material can be used, deadlines are always met, and in-house industrial design and 3-D rendering make for gifts, awards, and luxury invitations that no one has seen before. More >>
EMAIL THIS RESOURCE |
| |
|
|
|
|
|
|
