Harmony Festival 2010 Sponsor Kit

2010 Festival & Sponsorship Overview

JUNE 11 - 13 2010 32nd Annual
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Sonoma County Fairgrounds
MUSIC - ART - ECOLOGY - HEALTHY LIVING - SPIRITUALITY
Santa Rosa, California

Festival Overview
Harmony Festival
The 2009 Harmony Festival attained new levels of success
in attendance and media coverage by building upon our 30
plus year history as Northern California’s premier progressive
lifestyle celebration, and with our expansion into the action
sports arena with the high octane Eco Cup skate expo. We
expanded on our unique “progressive county fair” business
model, incorporating into our event a diverse array of “edu-
tainment” – cross-generational entertainment & educational
programming that promotes strong community values,
cutting edge culture, sustainable business practices and
healthy living.
We value the quality and diversity of our recent sponsors:
In a challenging business climate, the Harmony Festival
expanded, selling out over 350 sponsor and exhibitor booths
and reaching all time highs in gross revenues and record
breaking attendance of over 35,000 people. Participating in
the Harmony Festival is a truly rewarding experience and a
valuable business investment.

Recent Performers
Recent performers & speakers include:
Damian Marley, Erykah Badu, Danny Glover, Daryl
Hannah, Bob Weir & Ratdog, Michael Franti & Spearhead,
George Clinton & P-funk, Brian Wilson, India Arie,
Matisyahu, Julia Butterfly Hill, Mickey Hart, Dead
Kennedy’s, Amy Goodman, War, Cake and Taj Mahal.

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Festival Highlights
Exhibitors & Bands & Festival Harmony’s A Green
Vendors Speakers Awards Village Areas Experience

• We produce a wildly • As one of the best • Voted by the public • Ten distinct villages • For over 10 years
popular village mar- music & cultural events in regional press as and attraction areas Harmony has led the
ketplace experience in the nation, our per- “Best Festival In The for sponsorship, in- way with our “Green-
with over 300 exhibi- formers are chosen for North Bay” for 15 years cluding the Eco Vil- ing of the Festival”
tors featuring a vast their commitment to, in a row and “Best Mu- lage, Kid’s Magical commitment with
array of goods, prod- and alignment with sic Festival” for the last Playground, Goddess renewable energy
ucts and services. our progressive val- 5 years. Established on Temple, Healing Sanc- powered performance
One of the largest ues. We feature over national Music Festival tuary, Alternative Fuel stages, biodegrad-
and most successful 75 world-class bands circuit as a premier Vehicle Expo, and our able vending supplies,
and vendor friendly and speakers per- “Must go to” event. dynamic Harmony green education work-
events on the festival forming on multiple After Dark venues. shops and much more.
circuit selling out for stages day and night.
three years in a row!

Quality The Cutting Family Harmony Harmony
Workshops Edge Friendly After Dark Eco-Cup

• Dozens of world- • Alternative Fuel Vehi- • We feature a vibrant • Harmony After Dark • High energy Youth
renowned speakers cle Expo & Green Tech Kid’s Magical Play- presents late night live oriented “X Games”
leading workshops on exhibit zone – featur- ground produced for music from electronica styled action sports
popular topics relat- ing cutting edge tech- kids and parents, with to Jam Band capped expo featuring live
ing to healthy living, nological innovation live entertainment, by the Legendary Sat- music, life style ven-
alternative medicine, in the field of transpor- workshops, games urday Night Techno dors and world-class
renewable energy tation, Green technol- and parades, plus fam- Tribal Dance where athletes competing
and crucial issues sur- ogy, and renewable ily friendly vendors Burning Man meets for cash and prizes.
rounding social justice. energy. and exhibitors. Cirque Du Soleil.

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Sponsorship Advantages Our Demographics
The Harmony Festival prides itself on the values, quality and diversity of its
sponsors, performers, and the unique, progressive demographic that we serve.

Location
The Harmony Festival is located right in Santa Rosa, CA in the heart of the
Sonoma/Napa Valley wine country in the North Bay Area, just one hour north
of San Francisco providing easy access to over 7 million people in the greater
Bay Area region.

Core Demographic
Our core demographic is often referred to as LOHAS (Lifestyles Of Health & The Harmony Festival attracts a health
Sustainability) and is equally balanced between affluent males and females in and ecologically conscious audience
the 30-55 age range, comprising about 50% of our attendees. With the recent throughout Northern California and
addition of top name alternative rock and Hip-hop acts, and the incorporation increasingly across the west coast,
of action sports our audience has increasingly skewed younger to the 14-28 comprised largely of “Cultural Creatives”
age range. Leading edge companies are quickly recognizing the importance who actively support the burgeoning
of tapping into this rapidly expanding, trend-setting youth oriented market Lifestyles of Health and Sustainability
sector. (LOHAS) movement.

Cutting-Edge This demographic represents one
of the fastest growing markets in
Harmony Festival has been ahead of the social and business curve for over 30 North America with attendees largely
years and is now riding the crest of the current cultural wave. Transformation coming from the North Bay counties
and innovation are the key ingredients to Harmony Festival’s long time success of Sonoma, Napa, and Marin, often
and many successful green/eco-friendly companies & and products have sited as one of the most affluent
made their debut at our event. Over the past three decades the Harmony and socially progressive regions in
Festival has been integral in introducing such pioneering concepts as solar & the entire country. The festival also
and renewable energy, hybrid & and bio-diesel vehicles, alternative healing draws heavily from the urban centers
practices, world-beat, new age and spiritual music, nutritional supplements, of San Francisco, Berkeley, Oakland,
natural fiber clothing and focused on the benefits of organic food and better Sacramento and Davis, as well as the
nutrition. San Jose, Santa Cruz and Monterey
areas to the south, and Mendocino and
A Diverse Marketplace Humboldt counties to the north as far
The format of the Harmony Festival allows for a diversity of business integration as to the Oregon border.
to better connect consumers with companies that is unmatched by any other
event. •35,000 attendees (8,000-12,000
per day)
• Test, sample or display a new business product or concept.
•50% male / 50% Female
• Sponsor a village attraction, speaker, workshop or related event that •75% Caucasian / 10% latino /
appeals to your core area of interest. 5% Asian / 5% African American
• Increase the overall size and diversity of your current customer base •Core audience ages: 18-34 40%
through product sampling, interactive surveys and data collection. / 35-54 35% / 55 above 10% /
Under 18 15%
• Compare and contrast how your company/product/services matches up
against others in your field. •Income: 50% mid $50k-75k /
25% High $75k plus
• Maximize a return on your marketing dollars by becoming a
sponsoring partner of the Harmony Festival, and build upon
30 years of positive community service.

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PR & Marketing
In addition to the high-traffic, in-person branding opportunity available as
35,000 festival attendees come into contact with your company, the Harmony
Festival comprehensive PR and marketing campaign employs leading
traditional and new media outlets to reach an audience of over 2,000,000
individuals throughout the western United States.

PR & Marketing Benefits
1. Multi-tiered Internet promotion via our integrated web, email, newsletters
and Harmony Festival On-line community reaching over 2 million users
2. Access to The Harmony Festival Online Newsletter with over 20,000 members
receiving bi-weekly newsletters
- Our comprehensive
marketing campaign
3. Participation in the largest (35,000 attendees in 2009) and longest (32nd
Annual) running event of its kind on the west coast featuring over 300
reaches millions of conscious
vendors and dozens of national and regional sponsors consumers across the nation
4. Comprehensive marketing campaign featuring promotional opportunities and creates a lasting positive
in 100’s of custom advertisements in the Bay area’s leading print, radio, ads impression in our community -
and TV outlets as well as innovative web and social networking campaigns
OUR CAMPAIGN INCLUDES THE
Print Promotion & Media PRODUCTION OF:
Our print materials are a valuable marketing tool for sponsors. Utilizing direct • 200,000 Full-Color
distribution partnerships and professional marketing street teams our materials Post Cards & Flyers
are effectively distributed throughout Northern California to the Oregon • 75,000 Festival Programs
border. Our custom designed full-color festival program is distributed directly
• 15,000 Full-Color Posters
through the areas two leading weeklies The Bohemian and Bay Guardian (100k
combined circulation) We also utilize direct mailing campaigns culled from
• 2 Million+ emails
our extensive in-house mailing lists, Chamber of Commerce, and other local • 300+ Radio & TV Ads
business development agencies.
The Harmony Festival also utilizes over 30 print media publications mixing
national, regional and local sources including: The San Francisco Chronicle,
The Marin Independent Journal, The Santa Rosa Press Democrat, The Bay vRadio & TV
Guardian, Santa Cruz Metro, Mother Jones, The Utne Reader, Common Ground, Our radio and TV marketing includes:
The North Bay Bohemian and The Pacific Sun.
• 300+ Radio Ads 30”- 60” second
Internet Promotion commercials with options for Sponsor
tags on 8-10 regional radio stations
• Interactive promotional opportunities through our dedicated festival web including KFOG, KPFA, KRSH, The Fox,
site (www.harmonyfestival.com) including product give-a-ways, email The River & KMUD.
registration, demo videos, links and banner ads.
• 200+ TV Ads on several prominent
• Strategic marketing campaigns with numerous online media portals independent regional stations
including: jambase.com, sfstation.com, nitevibe.com, urb.com, relix.com, including Comcast, Link TV, KRCB
myspace.com, and google.com. Channel 22, KRON CH4.
• Our targeted email announcements reach a focused database of
approximately 20,000 registered regional subscribers and over 2,000,000
targeted users nationally.
• web-links and integration with 100’s of sponsor, exhibitor, performer and
allied organization’s websites, newsletters and email blasts

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Village Areas
Sponsors & Exhibitors work together to create thriving villages

Clean Tech Expo Harmony Eco-Cup
This exhibit promotes the A dynamic area within the festival,
latest advancements in the the Harmony Eco Cup welcomes
automotive technology, alternative the powerful and rapidly expanding
transportation and renewable ecologically conscious action-sports
energy fields and features all manner festivalgoer of all ages to a new
of alternatively-fueled vehicles and home at the Harmony Festival.
energy technologies.

Eco Village Kids Magical Playground
Exhibitors work together to create A thriving kid-zone featuring an
a thriving village marketplace array of activities and entertainment,
area that features renewable featuring music performance, circus
energy resources, permaculture acts, plays and workshops. We have
displays, education workshops and integrated a selection of kid-focused
cutting-edge tools dedicated to exhibitors, vendors and educational
environmental preservation and programs that guarantees hours of
sustainable business practices. fun for the whole family.

Health & Healing Sanctuary Well-Being Pavilion &
This area features many of the
Culinary Expo
region’s esteemed practitioners Hosted in an indoor expo hall, the
and vendors in alternative health. pavilion and expo includes over 50
Keynote speakers and instructors exhibits and vendors showcasing
lead interactive participatory the latest advancements in holistic
explorations through a variety health and natural and organic
of healing arts modalities, yoga cuisine.
practices, and personal growth
workshops.

Goddess Grove Camp Harmony
The Goddess Temple exhibit Camp Harmony encompasses a
area showcases entertainment, variety of fantastic community
products and teachings that services and events including
honor the feminine aspects of our theme camps, a quiet family area,
world, promoting women’s health, community cleanliness zones, RV
spirituality and consciousness as hook-ups, a VIP Hostel and Bar-B-Q’s
essential aspects for the overall well-
being of our society and the planet.

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Harmony After Dark
Harmony After Dark
The Harmony Festival appeals to fans of all bay area night life
has to offer and once the sun goes down things really start
to heat up at the Harmony After Dark night zone.Our luscious
ambiance and engaging programming transforms the Festival
into an amazing late night spectacle where anything goes with
music, performance art and the unexpected. Burning Man
meets Cirque Du Soleil at the Amazing Grace Pavilion shows
capped by the legendary Saturday Techno-Tribal Dance. Kirtan
and World Music stars cross paths with Jam Bands and Reggae
lovers. Chill Zones, Tea Houses and interactive art displays
Techno Tribal Dance provide places to interact with vendors to nourish the body,
mind and soul. Harmony After Dark provides a great venue
Harmony After Dark celebrates the 11th-year anniversary of the for night life focused sponsors to showcase their goods and
legendary Techno-Tribal Dance and its bedazzling display of
services and interact with a lively good time loving audience.
music, underground dance culture, art and performance! The
show is a mix of live electronica, Burning Man fire performers,
trapeze artists, DJs, and walkabout stilt performers. Some have
called it a mini-Burning Man indoors.
Counterpoint to mainstage is the plushed out chill temple, a
sensory saturation of live performance painting by Andrew
Jones’s Pha-Droid and mesmerizing visual projections. Add to
that a full-color laser show, 8 x 30’ projection screens, massive
inflatable props, a line-array sound system, and a state-of-
the-art lighting show that attracts every demographic from
Burning Man enthusiasts, to students, hippies, ravers, clubbers,
spiritualites, parents, teens, and urban SF music connoisseurs.

Harmony After Dark 2009 programming
featured performances by:

• ALO • DJ Gaudi
• Balkan Beat Box • Joan Baez
• David Starfire • Kitaro
• K’Naan • Luminesque
• Random Rab • Matisyahu
• Medicine Drum with • NANDA
Wisdom • Shpongle
• Legba’s Light Tribute to • The ORB
Miles Davis

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2010 Harmony Eco-Cup Action Sports Zone
The Zone Featured Attractions
Last year’s introduction of the Harmony Eco Cup Zone and Main Stage: With premier lighting and sound, the Main Stage
X Games style skating competition was a stunning success, hosts national headlining artist and popular regional acts
attracting a vibrant youth-oriented music & action sports performing massive amounts of music to a capacity crowd of
demographic to the Harmony Festival. The event garnered 7,000 during the entire 3 day festival!
massive media attention and delivered stirring musical
performances from such prominent bands as Pepper, Kids Zone: As a family-friendly event, we’ve developed a
Rebelution, Bad Brains and The Dead Kennedys, plus the thriving kids zone featuring an array of exciting kids activities
North Bay debut of the Mega-Ramp and ten of the world’s and entertainment with band performance, graffiti workshops,
top-ranked professional skaters, including Bob Burnquist, interactive video games, and a chance to watch and even meet
Danny Way and Jake Brown competing for cash and prizes. some of their favorite skaters in a safe, drug free environment.

The Harmony Eco-Cup taps into the powerful and rapidly Harmony Cup: The Harmony Eco-Cup competition on
expanding market of the ecologically conscious action sports the Mega Ramp brings together ten of the top skaters from
movement and initiates a new era of underground grass roots around the world. The North Bay has always been known as an
events -- bringing independently promoted events put on not action sports mecca and we’ll reaffirm it once again with skate
only for the underground alternative culture, but also by the legends vying for $40,000 in prize money!
people who actually live that lifestyle.

The Sonoma County Fairgrounds is a premier venue with a
10,000 per day capacity. From mild to wild, the North Bay has it
all, and has long been a world-renowned destination for those
living new and alternative lifestyles. Regardless of whether
you’re into skateboards, Harleys, tattoos, BMX, or alternative
music, you’ll find yourself at home here.

PR Performance and Benefits
• Positive brand association with hundreds of thousands of
consumers, cultural creatives and trendsetters in northern
California
• Immediate access to the largest alternative and underground
population is the U.S.
• Direct connection with over 35,000 attendees over three day
festival
• Branding on 100,000 + posters, flyers, cards, programs and
media releases distributed throughout the greater Bay
Sponsorship Advantages region.
• Incorporation in dozens of Print Media publications
Maximize a return on your 2010 marketing dollars by becoming
including: The San Francisco Chronicle / SF Weekly / The Bay
a sponsorship partner of the Harmony Eco Cup! The format of
Guardian / Skateboard specialized media Thrasher Magazine,
the Harmony Eco-Cup allows for a vast diversity of business
with a monthly circulation of over 250,000.
integration. Test, sample or display a new business product
• Multi-tiered internet promo via our web site, email list and
or concept. Sponsor a particular area attraction, workshop or
extensive online community network of over a million users.
event that appeals to your core area of interest to potentially
• Radio and TV marketing on over a dozen key stations
increase the overall size and diversity of your current customer
throughout Northern California with an emphasis on key
base. Maximize a return on your marketing dollars by
regional college radio stations: The Bone | KFOG | TV 20 |
becoming a sponsorship partner of the HarmonyEco Cup!
Comcast

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Harmony Festival 2010 Sponsorship Benefits Levels

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Harmony Festival P.R. & Marketing Communications

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Main Field Exhibition & Village Site Map

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Harmony Festival 2010 Sponsor Kit

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