1. Texas Renaissance Festival 2013
Partnership Presentation

2. HISTORY
The Texas Renaissance Festival opened in 1974 with just three stages on 15 acres of
what was once an old strip-mining site. The festival’s founder George Coulam, built
the festival from humble beginnings with a handful of performers offering improv-
style entertainment and a dedicated group of patrons who wanted to spend the
afternoon in another world. Today, the festival has grown into an incredible dream
world spanning nearly 55 acres, featuring eight themed villages lined with over 360
unique shoppes including food, art, clothing and imports. The Texas Renaissance
Festival has a cast of thousands entertaining patrons from all over the world as the
largest renaissance themed park in the United States.

3. Ideally Located
Dallas/Ft. Worth
Austin
Houston
San Antonio

5. 0
200000
300000
400000
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600000
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100000
1975
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Attendance
1996
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40 YEAR GROWTH CHART
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015

6. HOW DO WE COMPARE
TO SPORTS TEAMS?
Texas Renaissance Festival attendance 2012 (8 weekends)
606,694 Since 1974
http://texrenfest.com/38th_Record
Houston Rockets attendance 2011-12 home games (41 games)
506,994 Since 1971
http://www.basketball-reference.com/teams/HOU/2012.html
Houston Texans attendance 2012 home games (8 games)
573,321 Since 2002
http://espn.go.com/nfl/attendance/_/sort/homeTotal

7. H O W D O W E C O M PA R E T O S P O R T S T E A M S ? CONT.
Texas Renaissance Festival attendance 2012 (8 weekends)
606,694 Since 1974
http://texrenfest.com/38th_Record
Texas Longhorns Football 2011 home games (7 games)
603,142 Since 1893
http://fs.ncaa.org/Docs/stats/football_records/Attendance/2011.pdf
San Antonio Spurs attendance 2011-12 home games (41 games)
662,838 Since 1976
http://www.basketball-reference.com/teams/SAS/2012.html
Texas A&M Aggie Football 2011 home games (8 games)
610,283 Since 1894
http://fs.ncaa.org/Docs/stats/football_records/Attendance/2011.pdf

8. VISITORS WITH CHILDREN IN
HOUSEHOLD UNDER 18
Three Or More 18.1%
62.6 % of
visitors have
Two 25.2%
children
One 19.3%
None 37.4%
0% 10% 20% 30% 40%
all data from Scarborough Survey 2010

9. AGE LEVELS
Age 65+ 6.0%
Age 55-64 12.8%
Age 45-54 25.8% 66.6 % of
visitors in
Age 35-44 19.8%
25-54
Age 25-34 21.0% demographic
Age 18-24 14.6%
0% 10% 20% 30% 40%
all data from Scarborough Survey 2010

10. Information
from April
2012 zip
code survey
from 59,953
individuals

11. WHERE DO WE LIVE IN THE
HOUSTON DMA?
PERCENT OF TRF ATTENDEES WHO COME
FROM THE FOLLOWING COUNTIES :
4.9% 4.2%
6.1% Harris
8.2%
Fort Bend
Grimes
8.5%
65.7% Montgomery
Information Brazoria
from April
2012 zip
code survey Others
from 59,953
individuals

12. Information
from April
2012 zip
code survey
from 59,953
individuals

14. Marketing Initiatives
School Days Weddings Campgrounds
Over 100 ticket outlets 52 Partnerships in 2012
12 sponsors in 2012 including Coca-Cola Bud Light

15. Media Presence in 2012
Eight on-site radio promotions Over 16 hours of television time
6 billboards
6 nationally published articles
Three year-round billboards
Over 250 mentions in state-wide publications 113,000 Facebook

16. Green Movement
The Texas Renaissance
Festival was involved in the
green movement before it
became popular. We plant
over 500 native and tropical
plants annually, have built a
reusable water treatment
system and even recycle the
elephant dropping for
fertilizer. We go the extra
mile to ensure we make a
difference in the
environmental cause.

17. Weddings
The Texas Renaissance Festival offers four wedding packages for
couples who want the a glimpse of the most romantic period in
history with prices ranging from $1,200 to $7,000. We offer a full
on-site wedding staff for all ceremonies as well as private
receptions. Celebrations are also available for vow renewal and
commitment ceremonies.

18. The Performers
The Texas Renaissance Festival’s Performance Company employs actors of all
ages to inhabit the streets of New Market Village. These actors undergo a
lengthy rehearsal process which consists of rigorous improvisational theatre
training along with the historical background of the Renaissance period.
These, coupled with the energy needed to perform in an environmental theatre
space, make for a lively group of professionals who bring the village lanes to life.

19. The Sites
The Festival is pleased to present to our patrons these lush and engaging gardens, renovated
for every season, each with a unique story and theme. These carefully crafted sanctuaries are
not only offered as a sweet respite from an exciting day at the faire, but also to host our
expertly planned fairy-tale weddings. Make time in your day to let your mind and eyes wander
through the variety of flowers and plants and architecture - you are sure to marvel at their
beauty
The Magic Garden - The winding paths and numerous private meditation areas in the Magic
Garden are a creation of our owner and founder, Mr. George Coulam. His artistic talents are
reflected in the placement of the jungle-like environment, in which seating areas, planters and
sculptures (straight from his studio) are themed to the flora of each area. Experience the magic
only New Market Village can offer in this truly one-of-a-kind garden.

20. The Games
There is no end to the revelry at the Festival, with its wide assortment of
challenges and adventures awaiting you throughout the village. The thrill of our
human-powered rides delight both young and old, and don’t miss the chance to
impress your friends by trying your hand at a game of skill. There are many
opportunities to test your accuracy and take hoe a little glory from the day.

21. The Demonstrations
The Texas Renaissance Festival is extremely proud to feature eleven of the finest
demonstrating artisans and craftspeople in the world. These multitalented artists will be
exhibiting the height of 16th-Century technologies and innovations using techniques
passed down through the ages. These trades were an essential component of the life
and progress of the Renaissance period and each of our craftspeople is dedicated to
sharing these gifts. We entreat you to watch these talented artists as they amaze and
delight throughout the Festival day.
Armour has been used throughout recorded history to protect soldiers, knights, war
animals and war machinery from the ravages of battle. Melvin Wright presents live
demonstrations of this time-honored martial craft at the Royal Armoury. A long time
apprentice of world renowned Rob Valentine, Wright now presents his own unique
approach to creation of distinctive weapons and personal armor.

22. Community Involvement
Magnolia Mayor dubbed a Knight in 2011.
The Texas Renaissance Festival
works with 17 communities in
Texas to help promote tourism
and encourage local business.
The Texas Renaissance Festival
brings in over five million
dollars to these communities.
In 2012 the City of Magnolia was the official host City of
the Texas Renaissance Festival.

23. A Texas Renaissance Festival and Denny’s Partnership
will equal
SUCCESS

24. • Campgrounds open at 10am on Fridays and close at noon on Mondays
• $20/vehicle/weekend
• Quickie Mart
• Over 170 acres of regular camping and quiet camping

25. • Over 900 new trees planted in 2012
• 500 more planned for 2013
• New Premium camping
• Showers in 2013
• Phase 2 of 3 begins in 2013

26. 2012 Campground Visitors
Week 1 - 2,175 Week 5 - 2,190
Week 2 - 2,189 Week 6 – 2,755
Week 3 - 2,585 Week 7 – 2,604
Week 4 - 2,721 Week 8 – 2,617
*Numbers in total amount of
vehicles

27. 2012 Campground Visitors
Week 1 – 7,178 Week 5 – 7,227
Week 2 – 7,224 Week 6 – 9,092
Week 3 – 8,531 Week 7 – 8,712
Week 4 – 8,980 Week 8 – 8,636
Total of 65,580
*Average number of persons per
car = 3.3 visitors

28. Sponsorship Elements
• Signage placed on entrance to Camping
facility
• 250 Camping posters produced and
include Denny’s logo
• 10,000 brochures produced and include
Denny’s Logo
• Title Sponsor of Campgrounds-The Fields of New Market
Presented by Denny’s

29. Sponsorship Elements Continued
• Full page ad in 2013 program (55,000 sold in 2012)
• Opportunity to set up mobile restaurant in camping
facility and eventually a permanent restaurant.
• Sponsorship of one weekend during the festival.
• Set up information table during that weekend.

30. Sponsorship Elements Continued
• Denny’s shall be included in Texas Renaissance
Festival School Days Entrance Sign. 44,000 students
and chaperones attended in 2012
• Up to 3 promotional appearances at Denny’s
locations of your choice throughout 2013

31. Sponsorship Elements Continued
Print
• Full page color advertisement in over 50,000
programs. (Value $ 2,000)
• Denny’s coupon or logo include on the back
of hanging tag.
• Denny’s will be included in Camping
advertising where applicable. (Estimated
spend $75,000)

32. Sponsorship Electronic Elements
Denny’s logo will be included on TRF e-blasts
and social media.
Sponsor’s logo shall be included in the
Campgrounds webpages.

33. Tickets
• Texas Renaissance Festival to provide 2,240 tickets
(combination of Any Sunday and Opening Weekend) to
Denny’s
• Tickets will be a 60/40 split of Opening Weekend and Sunday
• 35 tickets per location
• Corporate Code can be set up by each location ($17/ticket)
TRF will give you code for use any day to purchase tickets at
gate

34. Denny’s locations provide:
• Placement of poster and brochures in restaurants
• Agreed upon Texas Renaissance Festival Message on LED Reader
boards (if available)
Example: Proud Partner of the Texas Renaissance Festival Open
October 12-December 1.
• Make all staff aware of the sponsorship and broad details of the
Texas Renaissance Festival (to answer any question from clients)

35. Elements Value Summary
 Full page color advertisement in over 50,000 programs $ 2,000
 Combination of 2,240 Sunday only and Opening Weekend passes $ 58,240
 School Days entrance sign $ 5,000
 Logo included in e-blast and social media $ 10,000
 Booth space outside festival grounds $ 5,000
 Booth space inside camping grounds $ 10,000
 Inclusion in all marketing materials for camping, School Days, parking and vendor newsletters $ 100,000
 Website presence $ 5,000
 Signage placement inside campgrounds $ 50,000
 Three promo appearances $ 1,500
 Tagged in Campgrounds Advertising $ 75,000

36. Total Sponsorship Elements $321,740
Sponsorship Cost $10,000
$156.25 per location
Return on Investment Ratio 32:1
Total Impressions 20,794,056