2020CORPORATE SPONSORSHIP

PROSPECTUS

HISTORYDirector, cheesemaker and South Australian Food and Wine Ambassador, Kris Lloyd has been the driving force behind the successful now 14 year-long festival. Established in 2006, the first CheeseFest attracted 800 people and has since gone on to grow to a capacity of 20,000 visitors in its best year 2015.

In 2017 Kris introduced South Australia to CheeseFest&FERMENT with great success, and in 2018 decided to combine the two festivals. CheeseFest is back by popular demand and the growing interest in Fermentation and Gut Health warrants the two festivals creating a platform for visitors to indulge in all things cheese and fermented; which covers a surprising large number of foods and beverageswe all love!

Kris’s fascination with the process of fermentation began with cheese and winemaking, of which she has had extensive involvement in for over 20 years. “Fermentation is this natural funky process that, for the most part, can’t be seen, but is responsible for taking something from its simple natural form to a complex and incredibly interesting finish. It has been going on for thousands of years quietly and unnoticed, I think it is time we celebrated and understood more about this fascinating natural magic.”

As an annual event, and the only one of its kind in Australia… CheeseFest&FERMENT will provide benchmarks and platforms not only enabling the promotion, education and development of Australian specialty cheese, which is the focus of CheeseFest, but extending this to the near endless list of quality South Australian and Australian fermented foods and beverages.

CheeseFest&FERMENT will engage with over 140 South Australian and Australian businesses collectively in the food, beverage and services sectors. Our demographic is skewed slightly towards female and largely engages 25-45 year old professionals, this is based on previous market research. We expect to engage with over 20,000 visitors over the duration of the Festival in 2020.

CheeseFest&FERMENT is a two-day event showcasing Australia’s finest cheese makers and artisan producers of FERMENTED foods and beverages.

MASTER OF FROMAGEMATT PRESTON

Matt Preston was our Master of Fromage for 2018 & 2019. Matt loved CheeseFest&FERMENT so much, he will be our special guest again in 2020 promoting the event, conducting cooking

demonstrations, book signing and engaging with sponsors, VIP’s and guests in general.

We wait with anticipation to also announce a very special invitation only exclusive dinner, hosted by

Kris Lloyd, Matt Preston & Gary Mehigan

Watch this space.

FERMENTED FOODFermentation is the process in which a substance breaks down into a simpler substance. Microorganisms like yeast and bacteria usually play a role in the fermentation process, creating, cheese, chocolate, charcuterie, beer, wine, bread, kimchi, yoghurt, cultured butter and many other foods and beverages. Fermentation comes from the Latin word fermentare, meaning “to leaven.”

The list of fermented foods is vast and that’s just a taste of some of our favourites that will be showcased at CheeseFest&FERMENT 2020.

We will showcase local South Australian artisan producers of these foods at CheeseFest&FERMENT 2020.

LOCATIONRymill Park, Murlawirrapurka, in the heart of Adelaide city is situated on the corner of Rundle Road and East Terrace. This area will be fenced and licensed for 10,000 visitors at any one time.

SATURDAY 24 OCTOBER 2020 11AM – 8PM

SUNDAY 25 OCTOBER 2020 11AM – 6PM

ECONOMIC IMPACTCheeseFest&FERMENT will directly create revenue for South Australian businesses through driving additional customers to participating businesses post event and flow on business to specialty food retailers stocking artisan foods that will be available on the day. In addition, the winemakers, brewers and restaurants represented at CheeseFest&FERMENT will have flow on effects to their respective establishments and brands. While the majority of attendees were from Adelaide, approximately 30% of attendees at CheeseFest&FERMENT 2019 were NOT from Adelaide, or surrounding suburbs1.

5% of CheeseFest&FERMENT attendees were international guests, from countries such as the UK, the United States, Taiwan, Fiji, Guatemala, Malaysia, Turkey and the Netherlands.

We believe CheeseFest&FERMENT was successful in engaging international and interstate guests, showcasing Australia’s (With a focus on South Australia) best cheese, food, beverages and ferments.

COSTGate entry is $25 per person Saturday and Sunday and $40 entry per person for a weekend pass and includes an official CheeseFest&FERMENT souvenir wine glass, tastings, cooking demonstrations and entertainment.

Pre-sold tickets will go on sale through the CheeseFest&FERMENT website in July 2020 and any remaining tickets up to 15,000 will be available at the gate on the day.

CORE BRAND VALUESCore values include progressiveness, leadership, creativity, inspiration, innovation and integrity. Unique food experience, discerning and sophisticated.

1 Based on postcodes collected from Eventbrite and Ticket box sales.

Visitor breakdown: • Metro 70% • Regional SA 15% • Interstate 5% • International 5%

ATTENDEESTarget attendance figures of 15,000 – 20,000 over the 2020 two-day event.

CHEESECheese makers from around Australia will be on site in a “meet the maker style” and will be available to talk about their specialty cheeses. Visitors can learn about the many different styles of cheese produced locally and nationally. Visitors can sample and purchase the cheeses on offer from the cheese makers and gourmet cheese plates will also be available at selected stalls.

RESTAURANTS AND FOODSelected restaurants many of which represent our regions will offer signature dishes, using locally sourced ingredients as a way of promoting South Australian food and their specialty fare.

ENTERTAINMENTFree activities will include celebrity chef cooking demonstrations by local and interstate chefs. Children’s entertainment area with face painting and other child- friendly activities. Live music performances will feature throughout the day. Special appearances by MasterChef’s Matt Preston, Gary Mehigan and other local celebrities.

WINE | BEER | CIDER | GIN | WHISKEY | VODKA | TEAWine will be selected from each of South Australia’s wine regions, providing visitors to the Festival the opportunity to sample the differing styles of specialty beverages that complement the food on offer. Locally brewed beer, cider, gin and other spirits will also be available along with soft drinks and hot beverages.

OBJECTIVES• To raise awareness of Australian specialty cheese on a national level resulting in

an increase in sales of specialty cheese related products. • To raise awareness of the different foods and beverages that undergo

fermentation and to highlight the health properties some of these foods contain.• To benchmark the quality of the South Australian food and beverage industry and

to educate the public on how to use and consume these locally crafted products

By bringing the producers to the public and allowing them to sample food and beverages from around the country, industry has the opportunity to promote and establish brands that are not widely known to consumers. CheeseFest&FERMENT also facilitates import replacement by educating the consumer about what local brands are available that potentially replace the consumption of better-known overseas brands.

Cooking demonstrations by celebrity chefs serve to educate visitors about how to cook dishes using products that are represented at the Festival in everyday cooking.

The concept is based on the Italian and UK model of outdoor food and beverage events thus creating a village-type atmosphere where local restaurants and wineries and other producers can participate to add to the colour and flavour of the day. CheeseFest&FERMENT brings together regional artisan producers from around South Australia with their individual delicacies available for tasting and purchase.

SPONSORSHIPCheeseFest&FERMENT 2020 offers corporate sponsors valuable social/cultural and brand opportunities, providing high visibility and exposure.

The festival provides all levels of sponsors the opportunity to promote their product, service or business.

We are happy to work with you to tailor a sponsor package that suits your immediate marketing needs and will work with you in ensuring that your KPI’s and ROI are being met.

SOCIAL/CULTURAL IMPACT CheeseFest&FERMENT provides a unique opportunity to participate in an event that raises awareness levels of the high calibre and international competitiveness of the South Australian food and beverage industries.

The event provides the target audience with a discerning and sophisticated experience in the provision of activities addressing their interest in cheese, cheese making, the process of fermentation, cooking blending beverages to name a few. It has the additional benefit of providing some of the best food, wine and other beverages from South Australia.

ENVIRONMENTAL IMPACT CheeseFest&FERMENT organisers undertake to the best of their ability to practice environmental sensitivity when delivering the event by: -

• Re-use of general promotional and directional signs.• Encourage use of public transport and use of bikes or walking to the event.• Stall holders encouraged to only use biodegradable and compostable plates and

cutlery.• Recycled bins provided.

Printing of promotional material on recycled paper with environmentally friendly inks and paper where possible.

BRAND IMPACT • Align your brand with a progressive, innovative, cultural and sophisticated event. • Build your brand profile and engage with your key stake holders with a strategic

and targeted message.• Build image and brand equity.• A genuine connection between brand and consumer.• Sponsorship of CheeseFest&FERMENT provides real cut-through and an ability

to connect and communicate on a personal and emotional level. • In developing an integrated marketing platform for your product, business or

service to reach its target audience we provide the following options in provision of sponsor benefits: -

• Trade and retail promotional support• Experiential marketing• Brand building• Joint media strategy• A partnership with CheeseFest&FERMENT offers a range of unique

opportunities to increase brand awareness, build loyalty, attract new customers, launch products, drive sales, inspire staff, entertain clients and promote good corporate citizenship.

TARGET AUDIENCE RESEARCH Our media and promotional campaign is aimed directly at our niche food loving audience. Our extensive and comprehensive market research during the 2020 event will be made available to our MAJOR SPONSOR. We will undertake further research in 2020 and are happy to include up to four industry related questions on behalf of our MAJOR SPOMSOR and will provide your company with summary results of the research. (Available to major sponsor only).

Statistical information will include:

• Audience Origin• Audience Age Range• Audience Professions • Sponsor Awareness

SPONSORSHIP LEVELS AND OPTIONSMAJOR SPONSOR (NAMING RIGHTS) $80,000 + $60,000 (second year)Align your company brand with Australia’s premier cheese and food industry event. Your logo/company name and CheeseFest&FERMENT become synonymous for the year surrounding the FESTIVAL, exposing your brand to a broad audience whilst appealing to a sophisticated niche cheese loving and foodie attendee.

A commitment of two years as Major Sponsor entitles your company to naming rights of the prestigious VIP Pavilion frequented by all the celebrity chefs, other sponsors and VIP guests. The VIP has non stop bar service and is fully catered should you take up this option the VIP Pavilion would be referred as “Your Company Name” VIP Pavilion and will be branded to reflect that.

DINNER SPONSOR $60,000 FRIDAY 23 OCTOBER, RYMILL PARKExclusive naming rights to the CheeseFest&FERMENT DINNER “The Engine Room” which will feature 8 chefs including Matt Preston and Gary Megihan, 8 prominent winemakers and various other talents. The dinner will be showcasing what goes on in the Kitchen bringing the kitchen front and centre. Patrons will see the cooking taking place the plating up and the blood, sweat and tears of” the engine room” be that the Kitchen. In the theme of FERMENT the DINNER this will be a FOMO event that will be exclusive and by invitation only. Tickets $300 maximum 120 people.

PAVILION SPONSORS $25,000 eaExclusive naming rights to one of the featured event pavilions:

• VIP Pavilion• Cooking Demo Stage• Cheese Train

Featured events take place in dedicated pavilions with branded entry signage and offer an opportunity to further embellish each pavilion with your own corporate branding (at your cost).

VIP PavilionThe opportunity to enjoy exclusive naming rights of this pavilion, referred to by name in all relevant marketing collateral (website, program etc).

Held on all days of the event, the VIP Pavilion offers a premium experience for the discerning foodie, set in a marquee complete with your brand on signage throughout.

This exclusive area will boast a menu prepared by SA chefs using local produce including a cheese and charcuterie platter representing South Australia. This very special offering will showcase the best of South Australian produce, in alignment with the state government’s strategic priority of ‘Promoting Food and Wine from our Clean Environment’ and will be prepared by chefs who aspire to the Eat Local philosophy.

This exclusive pavilion is attended by champions of the food and wine and beverage industry and local dignitaries including business leaders and guests of CheeseFest&FERMENT VIP patrons.

Align your company with this sophisticated premium event.

Note that a commitment to 2 years as Major Sponsor entitles your company to naming rights of the prestigious VIP Pavilion.

Cooking Demo StageCelebrity Chefs including Matt Preston, Gary Mehigan and producers will take to the stage to show how popular items such as cheese, kimchi, sauerkraut, charcuterie, sour dough bread and chocolate are made and used in cooking. This free event is for all CheeseFest&FERMENT patrons to attend and enjoy on a first in best dressed basis. The Pavilion will be branded with the sponsors logo and may have additional branding within the internal area. VIP seating will also be allocated.

Cheese TrainCheese Train will be hosted in an exclusive pavilion which will feature a large scale model train front and centre for all patrons to find there cheese train offerings.

No Different to a sushi train this popular addition for 2020 will feature a vast array of cheeses and beverages all in the one location and will be curated by Director Kris Lloyd to offer accompaniments with the cheeses completed with local beverages.

The Cheese Train will be referred to by name using the sponsors company name in all marketing material and media.

ASSOCIATE SPONSORS $12,000 eaExclusive promotional opportunities to one of the following:

• Main Stage• Kids Cooking School• G & T Bar

These key marketing platforms have been identified as high-exposure opportunities to express your brand in a high-impact and unique way.

Main StageNaming rights on the CheeseFest&FERMENT centre stage provides an opportunity for your brand to quite literally be the centre of attention at CheeseFest&FERMENT for many key moments over the weekend.

Located in the middle of all cheese, food and beverage stalls, the main CheeseFest&FERMENT stage is the location for all formalities, such as the opening of the event by the Premier of SA and Lord Mayor of Adelaide on respective days, as well the hub of entertainment, providing the perfect space for live music to get visitors on their feet dancing.

Kids Cooking SchoolLimited to 12 kids at a time learn some basic cooking skills that are fun and nutritious. (Hands On)

G & T BarAlign your brand with the official G & T Bar of the Festival complete with musician and chill out area.

PARTNER SPONSOR $8,000Partner sponsors enjoy broad exposure of their company logo/name on all marketing collateral along with the added value of priority placement over supporting sponsors and additional VIP benefits.

• Family Picnic Area – Dedicated to families and children with Face Painting, children’s entertainment and games, giveaways and “Change Me Feed Me” area for Parents to change and feed baby in comfort.

• Let’s get Fermented – Hands on Fermenting classes including cheese making limited to 12 people learn how to make various fermented products from the experts.

SUPPORTING SPONSOR $5,000Supporting sponsors enjoy broad exposure of their company logo or name on all marketing collateral.

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Value (Excluding GST) $5,000 $8,000 $12,000 $25,000 $60,000 $80,000 $60,000

Naming Rights x x x P* P* P P

Exclusivity x P P P P P P

Endorsement P P P P P P P

VIP Access 4 8 12 16 20 20 20

General Admission Tickets 10 20 30 40 50 50 100

Advertising P P P P P P P

Print Media P P P P P P P

Electronic Media L2 L2 L2 L2 L1 L1 L1

Loyalty Marketing 20% 20% 30% 40% 50% 50% 50%

Signage P P P P P P P

On-Site Opportunities x x P P P P P

Research x x x P P P P

Contra x x x P P P P

First Right Of Renewal P P P P P

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VALUE (EXCLUDING GST)Financial contribution, excluding GST. GST is payable.

NAMING RIGHTSBROUGHT TO YOU BY + YOUR LOGO PROUDLY SPONSORED BY + YOUR LOGO

Includes your logo and/or company on ALL marketing collateral/signage, wherever CheeseFest&FERMENT logo is used. Exclusive to Major Sponsor level. This includes give away bags and souvenir glass etched with your logo for all visitors.

EXCLUSIVITY*Category exclusivity and exclusive supply rights.

ENDORSEMENTPermission to use the CheeseFest&FERMENT logo (in its true form only)

VIP ACCESSFree entry to CheeseFest&FERMENT, including access to the VIP area, as well as general admission tickets. Refer chart for quantity.

ADVERTISINGInclusion of your company logo or name (wherever possible) in all forms of advertising, including broadcast media, signage and other marketing collateral.

*Food and Beverage exclusivity will be negotiated on a case by case basis given the nature of the event (food and beverage event)

PRINT MEDIALogo inclusion in CheeseFest&FERMENT postcard, strategically placed at various venues around Adelaide for distribution. Event Program / MAP, distributed to 1000s of patrons at the event.

ELECTRONIC MEDIALEVEL 1 > Logo appearance on CheeseFest&FERMENT website in sponsors section, with dedicated page for your company information, including opportunity to include video. Hyperlink to your company website. Recognition on social media platforms, including twitter, Instagram and Facebook, with over 15,000 followers as a captive audience collectively.

LEVEL 2 > Logo appearance on CheeseFest&FERMENT website in sponsors section, shared with fellow category sponsors, with hyperlink to your company website. Recognition on social media platforms, including twitter, Instagram and Facebook, with over 10,000 followers as a captive audience collectively.

LOYALTY MARKETINGEarly access (pre-public release) to a block of 50 tickets at varying levels of discount. See chart for numbers.

SIGNAGELogo on event-day signage through CheeseFest&FERMENT, including pavilion entry signage where applicable.

ON-SITE OPPORTUNITIESDemonstration/display opportunities within the CheeseFest&FERMENT 2020 event itself.

CONTRA / FIRST RIGHT OF RENEWALOpportunity for sponsor to provide equipment, services, technology, expertise or personnel useful to the success of the festival/event in trade for part of sponsorship fee. First right of renewal for CheeseFest&FERMENT 2021.

SPONSORSHIP APPLICATION FORM Rymill Park, Murlawirrapurka Adelaide, South Australia 24 - 25 October 2019

Company/Organisation ………………………………………………………..………………………………

Contact name ………………………………………………………………………………….…..................

Address ……………………………………………………………………………………….………………..

Telephone ……………………… Fax ……………………………

Email…………………………………….......

Sponsorship package preferences: I / we would like to take up the following sponsorship package/s:

Major $80,000 +GST • Total Cost ………………….

Major (2nd yr) $60,000 +GST • Total Cost ………………….

Dinner $60,000 +GST • Total Cost ………………….

Pavilion $25,000 +GST • Total Cost ………………….

Associate $12,000 +GST • Total Cost ………………….

Partner $8,000 +GST • Total Cost ………………….

Supporting $5,000 +GST • Total Cost ………………….

Conditions: In the unlikely event of the Festival’s cancellation, FERMENT the FESTIVAL organisers will refund all monies received to participating sponsors. I/we understand that the sponsorship packages will be strictly in order of receipt of application form and payment. We accept the terms and conditions as outlined in this Sponsorship Proposal and hereby enclose our payment for:

$.......................................Signed……………………………… Date…………………….

Name (please print) …………………………………………………………………………………………....

Upon receiving this form an invoice will be sent to you for payment with options for EFT or payment by cheque.

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