Thursday 7 – Sunday 10 May 2020 Corporate Opportunities & Partnerships RHS MALVERN SPRING FESTIVAL AWARD WINNING SHOW GARDENS

RHS Gold Medal Winner: The Orange Express by Villaggio Verde 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 • 102,000 footfall over 4 days • The No 1 gardening festival in the Midlands (RHS) host RHS Malvern Spring Festival at Three Counties and South West • 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 • Spectacular 190 metre long Floral Marquee Three Counties, has been in existence since 1985. • Average spend: £144 per person • 2020’s theme ‘Wanderlust and Wonder’ Proud of its local roots and heritage but with national reach, • 72% female; 28% male the festival’s recent increased popularity and success has • National & regional TV coverage cemented its place on the UK’s show calendar. This presents • Average age 52 years • Gardening knowledge previously from; unique engagement opportunities for commercial partners • Average dwell time 5 hours and 52 minutes to communicate with an affluent and influential audience. James Alexander-Sinclair, Chris Beardshaw, • The Daily Telegraph, The Daily Mail, The Times Monty Don, Adam Frost, Carol Klein, With the early May bank holiday in 2020 now on the Friday most read newspapers Jonathan Moseley, Joe Swift and Alan Titchmarsh of the festival, watch out for some exciting celebrations to mark our 35th anniversary as well as commemorate the • Two hour drive time including The Midlands, • Food and lifestyle expertise previously from; 75th anniversary of VE Day. 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 BVA BDRC

Continuing to raise the bar A partnership that delivers results Please see page 9 for full details of the festival’s reach

“Welcome to the 35th RHS “RHS Malvern Spring Festival is Malvern Spring Festival. a major national horticultural As a joint team with the RHS, showcase for the RHS and it we are committed to the continues to inspire gardeners continued development of this of all abilities. much anticipated and loved Malvern knows how to engage annual event. with its partners and visitors We have some new and exciting so you are assured that your plans in store for 2020, including investment is in safe hands and ( ) a new theme page 5 which we James Alexander-Sinclair will deliver real results.” Diana Walton believe offers great opportunities RHS Council Member and Head of Shows, for partners.” joint chair of RHS Malvern Three Counties Spring Festival 2 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 & crafts, wellbeing and sustainability. Our stellar line up of leading industry experts are on hand to share their depth of knowledge.

“I am delighted to be the new “The reason I love Malvern is “RHS Malvern has a creative Ambassador for RHS Malvern. because everything is here. charm like no other. Each year I’m looking forward to flying the It is full of the most wonderful the show gets better and better! flag for the festival and helping plants and all sorts of people I feel extremely proud to be able to attract gardeners and plant who know all about them.” to weave my floral magic into lovers from throughout the UK Carol Klein what is undoubtedly one of the to this my local show.” Presents for BBC2’s UK’s premier shows.” Chris Beardshaw Gardeners’ World at Jonathan Moseley New RHS Malvern Ambassador, RHS Malvern Spring Festival Floral Designer. Involved with garden designer, TV & the festival since 2015 radio presenter NEW AMBASSADOR Chris Beardshaw Carol Klein Jonathan Moseley

“Being a regular at RHS Malvern “For me RHS Malvern Spring “I loved my time at RHS Malvern I can really see how the festival Festival kicks off the gardening in 2019. I’m thrilled to be has improved over the years. year in the best possible way. returning in 2020 especially It has a special atmosphere all It reminds me that Spring has as I’ve been asked to provide of its own and celebrates the well and truly arrived and the a music set on the Saturday finest in gardening and food.” festival really does improve evening. With a DJ set from Joe Swift year on year.” the 1950’s to the present day, it’s going to be a Spring party Presents for BBC’s Alan Titchmarsh like no other!” Gardeners’ World at Opened RHS Malvern Spring Jo Whiley RHS Malvern Spring Festival Festival in 2016 & 2017 Opened the festival in 2019 BBC2 DJ and television presenter Joe Swift Alan Titchmarsh Jo Whiley 4 RHS MALVERN SPRING FESTIVAL THE SPECIAL MALVERN EXPERIENCE

Bonne Maman sampling has been particularly successful

New for 2020 – Music at Malvern Opportunities for Commercial Partners Exciting plans are in store for the festival in 2020! Brand building Marking the 75th anniversary of VE Day on 8 May, an evening Build awareness through our media concert featuring the English Symphony Orchestra with coverage and by association Lesley Garrett, promises to bring celebrations during the Recruit new customers day to a fitting conclusion with a performance of wartime Communicate with our customers both face era music. to face and pre/post event; data capture Jo Whiley and friends will host a Garden Party on the Entertain clients and reward staff Saturday evening with a DJ set in the new-look Festival A full day out that appeals to everyone with Theatre as part of our new ‘Music at Malvern’ concert various catering options programme (see page 8). The hills really will be alive with the Corporate social responsibility sound of music! Support our education work with schools in the UK

Experiential activity 2020 Theme – Wanderlust and Wonder Sampling and point of sale Our theme for 2020 is ‘Wanderlust and Wonder’. With Official Supplier many explorers over centuries having travelled to the four Enjoy category exclusivity corners of the earth in search of plants, new experiences and knowledge, we’ll be paying homage to this freedom of Bespoke packages movement and the treasures found that decorate our Our creative for 2020 depicts how horticulture is central, We will create a package to ensure you gardens today. but the festival experience remains key. achieve your objectives

4 5 RHS MALVERN SPRING FESTIVAL PARTNERSHIP OPPORTUNITIES 2020

Headline Partner Great Little Breaks RHS Gold Medals galore The Mindset by Anna Galagan 2019

Headline Partner Floral Marquee Show Garden Arena

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 67 award-winning, motivation to visit. • National brand exposure handpicked plant nurseries. The Show Gardens are spectacular pieces of theatre and • Regional brand exposure in West Midlands, South West and Visitors flock here to buy the best plants and pick up specialist Malvern has always played a leading role in discovering new South Wales advice. Independent research shows that the Floral Marquee talent: some leading names who began their careers here • Stand out from your competitors along with the Show Gardens were the most enjoyed features nclude Chris Beardshaw, Paul Hervey Brookes, Diarmuid Gavin • Positive engagement with RHS and Three Counties databases at the festival in 2019. and Caitlin McLaughlin. • Positive engagement opportunities with visitors at the festival What’s more, 80% of nurseries achieved RHS Gold or Silver Malvern Shipping Container Gardens (previously Green Living • Generate long-lasting goodwill for your brand Gilt Medals, so Malvern’s Floral Marquee sets the highest Spaces) are back by popular demand in 2020. Designers are • Lead generation horticultural standards. challenged with finding inspiring solutions for compact and unusual spaces built in and around shipping containers. • Customer rewards and hospitality The scale of the Floral Marquee feature requires bold, high • Staff benefits visibility branding and so our package would include signage A ‘must-see’ area of the festival, partners can benefit from logo running the length of the structure as well plenty of promotional accreditation on signage of every Show Garden and Malvern Thanks to Great Little Breaks, our Headline Partner 2019–2021 branding outside the feature. Shipping Container Garden as well as hospitality events for VIP guests on the gardens themselves.

Naming Rights Opportunities: Naming Rights Opportunities: Naming Rights Opportunities: ‘RHS Malvern Spring Festival in association with YOUR BRAND’ ‘Floral Marquee supported by YOUR BRAND’ ‘Show Garden Arena supported by YOUR BRAND’ Option of Headline Partner taken 2019-2021 From £25,000 From £25,000

6 RHS MALVERN SPRING FESTIVAL PARTNERSHIP OPPORTUNITIES 2020

Francis Tophill with James Alexander-Sinclair The bustling Festival Green Best School Garden 2019

Festival Theatre Festival Green School Gardens

At the heart of the Festival on the vibrant Festival Green, the The Festival Green is a hub of activity with a relaxing, festival vibe. We are committed to encouraging the next generation of Festival Theatre is a major draw for visitors. It houses the Festival Theatre, Show Gardens, Malvern Shipping gardeners with hands on interactive activities. Partners can benefit from increased dwell times here as audiences Containers and School Gardens alongside picnic areas, world The perfect corporate social responsibility platform, our award rest and listen to master classes and talks by leading industry food outlets and eye-catching, large-scale garden sculptures. winning School Garden Challenge always attracts warm plaudits. experts hosted by James Alexander-Sinclair, award winner writer It’s a great place for visitors to spend time with family and friends, Mentored by the School Gardens Challenge Ambassador Skinny and garden designer. take a bite to eat and re-charge before exploring more of the Jean Gardener, Lee Connolly, the collection of 10 gardens is Previous celebrities have included Chris Beardshaw, Mary Berry, festival. unique for its feel good factor. Raymond Blanc, Monty Don, Adam Frost, Carol Klein, Jonathan Partners can benefit from continuous high footfall to the area This year the youngsters from local primary schools are Moseley, Joe Swift and Alan Titchmarsh. with so many prime features grouped together in close proximity. designing gardens around the theme ‘Wonders of the World’ The stage is being designed in 2020 by Butterworth Horticulture A large engagement space in a premium spot means that partners linking to the overall festival theme and a new school planter and Kate Rees. Jamie Butterworth scooped four medals at RHS are never far away from their target audience and opportunities category will be introduced. to promote their brand. Chatsworth Flower Show last year while Kate Rees is an inspiring Partner with us for the School Gardens to reach a young audience artist who won an RHS Gold Medal at Malvern last year for her and their families. ‘What If’ show garden in collaboration with Sebastian Conrad.

Naming Rights Opportunities: Naming Rights Opportunities: Naming Rights Opportunities: ‘Festival Theatre supported by YOUR BRAND’ ‘Festival Green supported by YOUR BRAND’ ‘School Gardens supported by YOUR BRAND’ From £20,000 From £20,000 From £15,000

6 7 RHS MALVERN SPRING FESTIVAL PARTNERSHIP OPPORTUNITIES 2020

Raymond Blanc with Mark Diacono Women for Wellbeing Forum in 2019 New English Symphony Orchestra New Grow and Cook Theatre Plants, People and Wellbeing Feature Music at Malvern Feature

Partner with us and explore numerous ways to engage with A new Plants, People and Wellbeing zone will take pride of place To celebrate our 35th anniversary and to commemorate visitors through the universal pleasure of food. The celebration of on the Floral Marquee Green with a strong focus on sustainable the 75th anniversary of VE Day, we’ll be extending the hours food at Malvern is second only to that of gardening. living, eco green gardening and health and wellbeing. Our new of the festival in 2020 to incorporate two spectacular Our Grow & Cook Theatre, housed in a tipi style marquee on festival Ambassador, Chris Beardshaw, will play a key role in ‘Music at Malvern’ concerts. our busiest avenue running through the centre of the festival, is curating exciting new content for this area. From a purpose-built stage, our Festival Green by day will be our main cookery theatre. Here Mark Diacono, award-winning An eco, green and gardening feature, rural crafts and a Hortus transformed into a concert venue by night. With forward seating food writer, grower and photographer, hosts talks and cookery Emporium of high-end retailers showcasing sustainable products as well as plenty of al fresco picnic space, the open-air concerts demonstrations with foodie experts and top chefs. will be championed alongside a new Plants, People and Wellbeing promise to delight our audience and add a different dimension to Previous celebrities have included Rachel Allen, Mary Berry, Theatre. Here industry experts will offer visitors ideas and advice the gardening festival experience. Raymond Blanc, James Martin, John Torode, Greg Wallace and on how to green their world to make homes more sustainable and The 54 piece English Symphony Orchestra will perform top Valentine Warner. adopt lifestyle practices to protect the future of our planet. wartime music tunes with special guest soprano, Lesley Garrett, As well as the Grow & Cook Theatre, our specialist Food Hall A great opportunity for a partner with sustainable products or on the Friday evening. Jo Whiley and friends will take to the decks features artisan producers and achieves high dwell times as services looking to promote these to a highly engaged audience on Saturday evening with a DJ set for a Garden Party curated by visitors browse the mouth-watering produce. to help affect real change as the movement for sustainable living the festival’s special guests and exhibitors. gains pace.

Naming Rights Opportunities: Naming Rights Opportunities: Naming Rights Opportunities: ‘Grow and Cook Theatre supported by YOUR BRAND’ ‘Plants, People and Wellbeing zone supported by YOUR BRAND’ ‘Friday/Saturday Music at Malvern supported by YOUR BRAND’ From £10,000 From £10,000 From £20,000

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 2019, including national TV, generated a reach of over 19 million. Of this 19% was national, 81% regional, with 501 pieces of coverage with 30% broadcast. Vision for 2019 National broadcast • 2.2 million viewers BBC2’s Gardeners’ World Online • Dedicated website created 2017 rhsmalvern.co.uk • 50,000 email database • 21,000 email database RHS Malvern ticket buyers • Twitter followers (RHS 173,000, Malvern Shows 9,900) • Facebook likes (RHS 316,000, Malvern Shows 6,400) • Instagram followers (RHS 94,000, Malvern Shows 3,100) • Google Display Network • Facebook paid for advertising • AdWords campaign National, regional and specialist press • Reach PLC (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 • Cotswold Life – editorial Good Morning Britain filming at the festival Print • Leaflet distributed by Glide Media (29,800) • Direct mail to RHS database to selected categories (35,538) Sponsor Benefits • Postcard to RHS Malvern previous visitors (25,074) We aim to develop collaborative relationships with all our • 11,000 programmes partners to best achieve shared goals. Bespoke opportunities Membership exist to engage with our audiences via our marketing channels. • 523,000 RHS Members Please contact us for more information (see back page). • 3,000 Three Counties’ Members 8 9 RHS MALVERN SPRING FESTIVAL FESTIVAL LAYOUT FOR 2020 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.

Brown West Gate Gate Entrance Coach Visitors Entrance KEY

The Arcades Catering Shopping Open Space EExperiencex Main Theatre ((W(Wye Hall) Plant Show Grow & Live Well Catering Gardens Row Row Arcades Row 2 3 4 Festival Green Chinese Hat Music Great Pavilion of Street Food Flowers School Garden Rooms Plant Creche Gardens Porter Service Open Space Islands Plant Food Hall Arcades Members Avenue (Avenue F) (Avon Hall) Tradestand Avenue G Avenue G Office Catering Chinese Hat Severn Hall Row Row Row Row Office Teme 3 4 5 7 Block Premium Corner Hall Row Chinese Hat 5x5m or Open Space Island Plant Catering Vehicle Compound Arcades 8 Yellow Open Space Islands Gate Avenue F Malvern Parade nue e Rural Crafts Members Ave Theatr and Eco, Green Avenue F Blue and GrowingGrowi Clear Span Theatre Gate Catering Plants, People and Wellbeing Catering Open Space Row NationalN Row Row 1 Garden Plant 3 Grow and Cook 5 The Arcades Catering Societies ow Floral Marquee

Rooms row Health & G

to Sh to Wellbeing South Garden Catering North Shell Scheme Gate Avenue D Avenue D Gate Main Entrance Food & Drink Entrance Vehicle Compound Food & Drink Pavilion C Avenue Gold Gate Avenue C Entrance N

Red Gold Gate

10 RHS MALVERN SPRING FESTIVAL ENDORSEMENTS FROM OUR PARTNERS, DESIGNERS & EXHIBITORS

Great Little Breaks Worcester Bosch Leaf Creative Hardy’s Cottage Garden Plants

Headline Partner Major Partner Show Garden Designer Floral Marquee Exhibitor

“We sponsored at RHS Malvern for the first “We’ve had 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 29 years now and have brand profile and build a database from partnering at RHS Malvern Spring a major marketing investment. Visitors are always had amazing support from the team RHS and Three Counties’ members as well Festival for five years. 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 were particularly useful to to come and see the gardens and experience very knowledgeable and they are looking accomplished. As a travel based company us, to promote our brand direct to our the festival. for a wide range of plant materials at a key with over 200 short breaks exploring the target audience hailed from the influential Over recent years, I’ve seen the Festival time in the gardening year. UK, we were fortunate to be able to provide ABC1 socio-economic demographic. Whilst develop into a gardening event of national The improvements made to the show in festival visitors added value by offering our we 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 was something particularly special to recommend the team at RHS Malvern against the backdrop of the Malvern Hills.” about the partnership as we are both from our inaugural year of sponsorship that Spring Festival.” Rob Hardy Worcestershire based organisations.” we are thrilled to be returning in 2020 as Peter Dowle Owner, Hardy’s Cottage Garden Plants Headline Partner.” Sue Pennington Owner, Leaf Creative Diana Evans Corporate Communication Manager, RHS Chelsea Flower Show & Managing Director, Great Little Breaks Worcester Bosch Group RHS Malvern Spring Festival Gold Medal Winner

10 11 Make 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 [email protected] E [email protected] T 01684 584918 T 01684 584909

The Leaf Creative Garden: A Garden of Quiet Contemplation The Habit of Living - A Garden in Support of Diabetes UK Defiance by Peter Dowle by Karen Tatlow and Katherine Hathaway by Sara Edwards Best in Show 2019 Best Construction 2019 Best Green Living Space 2019