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.