2014 Celebrate Fairfax! Festival

POST-EVENT REVIEW

How do you Celebrate Fairfax? For more than 30 years, this has been the question that we have answered with the Celebrate Fairfax!

Festival. Known for its first two decades as the Fairfax Fair, this event has been THE signature event for the

citizens of Fairfax County since its inception in 1982.

This year, Celebrate Fairfax, Inc. (CFI), producer of the Celebrate Fairfax! Festival, created an event for

everyone. Families and young professionals, empty nesters and teens, there was something for everyone to

celebrate at Celebrate Fairfax! An estimated 75,000—80,000 visitors and participants came together for this

unique event that is part County Fair, part Music Festival, and 100% CELEBRATION!

Northrop Grumman and the Celebrate Fairfax! Festival The activation of Northrop Grumman’s sponsorship occurs on multiple levels, including pre-event festival-

related branding, outreach to military based in the area through its partnership with the USO, through

on-site branding, VIP event access, and on-site festival branding to event attendees.

Specifically, Northrop Grumman activation includes:

Provision of 450 admission tickets plus all-day-ride carnival passes, for distribution by the USO to military in

their families. An additional 125 tickets were provided without carnival passes to accommodate additional

demand.

Logo branding at each admission gate, in the event program, on a sponsor scroll on every page on the

Festival website, and on banners placed along the Festival’s Main Street.

Additional access passes for donation to youth charity of Northrop Grumman’s choice, along with VIP access

for Northrop Grumman representatives to festival-related VIP programming.

2014 Celebrate Fairfax! Festival CFI believes in providing the best quality at the best value in the safest environment. That is why Celebrate

Fairfax! annually sees outstanding and positive feedback from our visitors and participants (see page 4-5).

This year’s “Fair” was among the best-rated ever, with visitors recognizing the creativity, variety, energy and

FUN programs at the event. Among the highlights were more than 100 performances on eight festival

stages, including national headliners such as All-American Rejects, Cheap Trick, and The Hunts.

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The side stages were filled with quality performing artists as well,

led by the return of Herr Metal, who drew hundreds of fans to

their late-night concert on the Cox Rocks Stage. Along with the

expanded Arts Stage, the Craft Beer Garden, and the local music

spotlight on the Shock Top Rock stage, there was no shortage of

quality entertainment!

The return of the highly entertaining and very popular Silent Disco,

with three deejays in a club-like atmosphere, was more popular

than ever. The catch: the music could only be heard with specially

equipped headphones. Of course, with 250 guests singing and

dancing to music that none of the rest of us could here, the

Silent Disco was as entertaining for those watching as for those

dancing!

The largest carnival in the region, featuring 40 thrilling rides and

attractions, plus games and activities throughout the site, drew tens

of thousands of visitors. Along with edutaining programs including

Greenology, a 6,500 square foot interactive and educational space

for adults and children alike, the family-friendly ExxonMobil Childrens Avenue, and the AT&T Crafts

Market, major programs were at the root of Celebrate Fairfax’s success.

New this year was the QR Scavenger Hunt, in which one lucky

winner received a lifetime VIP Access credential to Celebrate

Fairfax!, and our creative Upcycling initiative. For the latter, the

festival received an on-site makeover with upcycled tires, wood

palates, compact discs, signs, coat hangers, hubcaps and more, all

used to create beautiful garden-like displays, characters, beverage

stands and more.

A Mutual Return-on-Investment Return-on-Investment, or ROI, is a vital part of event sponsorship.

The document you are reading showcases the ROI that Northrop

Grumman receives for its investment of funding, manpower, and

promotion. As critical as that investment is for Celebrate Fairfax,

Inc., equally important is our focus on tying your sponsorship back

to the communities that our events and our organization serve.

Simply put, Celebrate Fairfax! exists for the people of Fairfax County. It is about community spirit, about

quality of life, about community building, and about the sharing of social capital with and between our

communities. On behalf of our Board of Directors and the more than one million citizens of Fairfax

County, thank you for your support!

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Fairfax County 71.5%

Arlington County 4.9%

Fauquier County 0.4%

Loudon County 5.9%

Montgomery County/

Prince George’s County, MD

2.1%

Prince William County/Manassas 7.3%

Washington, D.C. 1.9%

Elsewhere in VA 3.9%

Elsewhere in MD 2.3%

Another state within a 6 hour drive 0.4%

American Indian/Alaska Native 0.41%

Asian/Pacific Islander 17.7%

Black, Hispanic 0.27%

Black, Middle Eastern 0.27%

Black, Non-Hispanic 3.92%

White, Hispanic 9.19%

White, Middle Eastern 1.35%

White, Non-Hispanic 63.65%

Other 3.24%

PERCENTAGE OF RESPONDENTS RESIDE IN:

ETHNICITY:

Married 38%

Single 57%

Divorced 5%

MARITAL STATUS:

75,000—80,000 attendees

ESTIMATED ATTENDANCE:

Less than $25,000 4.93%

$25,000—$50,000 6.41%

$51,000—$75,000 13.32%

$76,000—$100,000 18.75%

$101,000—$150,000 26.97%

$151,000—$200,000 15.30%

More than $200,000 14.31%

ANNUAL HOUSEHOLD INCOME:

FACTS AND FIGURES Based Upon Comprehensive Post-Event Survey

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Less than 1 hour 1

1 to 2 hours 34

3 to 4 hours 323

5 to 6 hours 281

7 to 8 hours 73

AVERAGE HOURS SPENT AT THE FESTIVAL (BY NUMBER OF ATTENDEE RESPONSES)

CELEBRATEFAIRFAX.COM VISITOR DATA

Total Visits 131,080

Total Pages Viewed 497,815

Total Mobile Website Visitors 65,525

SOCIAL MEDIA ADVERTISING DATA

Facebook Advertising Impressions 5,618,015

Facebook Advertising Click-Throughs 14,300

Facebook New Likes 3,402

Google Keyword Advertising Impressions 297,416

Google Keyword Click-Throughs 7,091

Google Keyword Conversions (Purchases) 245

(From 04/01/2014—06/10/2014)

(From 04/01/2014—06/10/2014)

98%

Those Identifying a Preference

Who Intend to Return to the

Celebrate Fairfax! Festival In 2015

78%

Those Rating The Festival As

Outstanding, Very Good,

and Good.

Respondents Who Have Been

to Celebrate Fairfax! One or

More Times in Previous Years

8 to 9 hours 44

10 to 12 hours 34

13 to 15 hours 9

16 to 18 hours 3

18+ hours 4

5

95.7%

DETAILED DESCRIPTION OF BENEFIT

LEVEL COMMITTED

BY CFI

LEVEL ACTUALLY

PROVIDED BY CFI

COMMENTS AND

ADDITIONAL

INFORMATION

SPONSOR CLASSIFICATION

Sponsorship Level/Classification Gold Gold + Benefits included some

upgrades in the areas of ticket

and pass allotment, on-site

and web branding.

Exclusivity in Category/Business Type Not Exercised by

Mutual Agreement

Not Exercised by

Mutual Agreement

Provided “Official” Status N/A N/A

VIP BENEFITS

Number of Invitations to CFI Salute

(2 Guests Per Invitation)

5 Invitations 5 Invitations

Number of Invitations to Post-Event Celebration 5 Invitations 5 Invitations

Access to Festival Skybox 2 Tickets Per Show 2 Tickets Per Show

FESTIVAL ACCESS

Number of VIP Passes Provide for Festival

Access (on-site vehicle parking plus 4 free

admissions per day)

5 VIP Passes 5 VIP Passes

Number/Type of Tickets Provided for Use at

Sponsor’s Discretion

(30) 1-day Tickets (30) 1-day Tickets Allocated by Sponsor to Boys

and Girls Club

Number/Type of Tickets Provided for Use by

Sponsor’s Exhibit Staff

N/A N/A Sponsor chose to not have

on-site exhibit space.

Number/Type of Additional Parking Passes

Provided

N/A N/A

NORTHROP GRUMMAN RETURN-ON-INVESTMENT (ROI)

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SPONSOR BRAND VISIBILITY

Inclusion in Rotating Scroll of Gold and

Platinum Level Sponsors

Included Included Scroll expanded in 2014 to all

website pages

Type of Sponsor Brand Visibility on

Website “Sponsors” Page

Logo Inclusion Logo Inclusion

Type of Sponsor Brand Visibility on

Festival Posters

Logo Inclusion Logo Inclusion

Type of Sponsor Brand Inclusion in Paid

Festival Print Advertising

Logo Inclusion Logo Inclusion Washington Post Ad During

the Week of Festival

Type of Inclusion in Festival “Sponsor

Recognition” Press Release

Mention Mention

Type of On-Site Program/Activity Area

Sponsor Branding

Major Program Area

Title Visibility

Title Sponsor of

Northrop Grumman

Supports Our Troops

Initiative

Size of Complimentary Exhibit Space Provided

to Sponsor

20x20 Offered Excluded by Sponsor

Choice

Type of Sponsor Brand Visibility at On-Site

Admission Gate Sponsor Recognition Banners

Logo Inclusion on

Admission Gate

Banners

Inclusion on (4) Banners,

One at Each Entrance

Type and Quantity of Other On-Site

Sponsor Branding Placements

(4) banners, promoting

Northrop Grumman

brand and the support

of military and their

families

(4) Double-sided ban-

ners, placed on low light

poles (for easy visibility),

along Festival’s Main

Street

Type of Sponsor Brand Visibility in Event

Guide (Distributed On-Site to Attendees)

Logo Logo Distributed to event

attendees upon arrival to site

SPECIAL/OTHER BENEFITS CFI provided printing of Northrop Grumman-branded voucher cards for

distribution by the USO to military families, allowing for full carnival access

for 450 USO-designated guests. (Actual Cost $9,200).

Northrop Grumman provided opportunity to introduce military band

performance during Festival.

Northrop Grumman received additional 50 tickets for use by Boys and Girls

Club, donated in the sponsor’s name.

DETAILED DESCRIPTION OF BENEFIT

LEVEL COMMITTED

BY CFI

LEVEL ACTUALLY

PROVIDED BY CFI

COMMENTS AND

ADDITIONAL

INFORMATION

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Thank You To Our 2014 Celebrate Fairfax! Sponsors

Artistic Concepts Group

Busch Gardens & Water

Country USA

Celebrity Cruises

Coca-Cola

Connection Newspapers

Contensive/Kidwell McGowan As-

sociates

Dyson

Epoch Times

Fairfax Corner

Fairfax County Federal Credit Un-

ion

Fairfax County Recycles

Hampton Inn, Fairfax City

James Hardie

Long Fence

Merrifield Gardens

Metro PCS

My Gym

Myers Public Relations

Nationwide Insurance

Northern Virginia Magazine

Northern Virginia Veterinary

Associates

NOVADOG Magazine

Ohm Productions

On Tap Magazine

Orkin

Potomac E-Scrap

Republic Services

Reston Limousine

Securitas Security Services

Shock Top

Silent Events

Silver Line Metro

Studio One Screen Printing and

Embroidery

The Music Store

VCA Southpaws Veterinary

Specialists & Emergency Center

Venable LLP

Virginia Lottery

Walsh, Colucci, Lubeley, Emrich,

Walsh, P.C.

Washington Parent

Wegmans

Westwood College

William A. Hazel, Inc.

The Celebrate Fairfax! Festival is produced and organized by Celebrate Fairfax, Inc., a non-profit 501(c)(3) organization,

created in 1983 whose mission is “the Celebration of Fairfax County and its Communities.” The organization is led by a

21-member Board of Directors, a full time staff of three, and nearly 1,500 volunteers. The Celebrate Fairfax! Festival is financially

supported through corporate sponsorships, in-kind contributions, admission ticket sales, exhibitor fees and on-site revenue.

For additional details about Celebrate Fairfax, Inc., please visit www.Celebratefairfax.com.