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SANTA CRUZ MUSEUM OF ART & HISTORY

SPONSORSHIP PROGRAM


Contents About the MAH............................................. 02 Sponsorship Program........................... 03 Demographics.............................................. 04 Reach...................................................................... 05 Sponsorship Opportunities.............06 Exhibitions............................................................06 Biennial Festivals............................................... 07 Limited Series..................................................... 07 Community Celebrations.............................. 08 Education Program.......................................... 08 Outreach Program........................................... 08 Special Events.....................................................09

2021 | SPONSORSHIP PROGRAM

Presenting Sponsor Benefits......... 10 Supporting Sponsor Benefits.......... 11 Other Opportunities............................... 12 Current Partners......................................... 13


About the MAH The Santa Cruz Museum of Art & History (MAH) was founded in 1996 to promote a greater understanding of contemporary art and the history of Santa Cruz County. Today we are a thriving community gathering place that serves more than 130,000 people annually through rotating art and history exhibitions, visual and performing artworks, public festivals, education and outreach programs, and cultural celebrations in collaboration with our many partners. We maintain a permanent collection of regionally significant art and artifacts, a research library, a historical archive, and historic sites including the Evergreen Cemetery, Octagon Building, and Davenport Jail. We are also home to Abbott Square, a vibrant public plaza on the museum’s doorstep

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that offers food, social events, and year-round creative happenings.


03

Sponsorship Program Corporate and foundation sponsorships, as well as individual underwriting, help us maximize our potential as a community cultural resource. With a portfolio of unique partnership opportunities, the MAH is a highprofile property that offers turn-key events, targeted audiences, and relevant marketing platforms. Our sponsorship program is designed to help build brand awareness, drive traffic to your business, launch new products or services, and connect with your consumers in an environment full of smart, creative people. Our program is divided into two investment categories, each of which offers an inventory of sponsorable assets.

• Presenting Sponsor $10,000+ • Supporting Sponsor $2,500+ Sponsors receive benefits such as frequent brand exposure through naming mentions on-site as well as in publicity and promotion; sales opportunities through sampling and display; fully integrated hospitality packages; and direct alignment with Santa Cruz County’s

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well-educated, high-income consumers and lucrative family market.

• Multiple programming platforms offering targeted lifestyle and experiential marketing • Inclusion in marketing and media campaigns • Support of one of the area’s favorite cultural organizations • Demonstrated commitment to community and quality of life We invite you to browse our sponsorship kit to review opportunities, or contact us to create a customized package designed to meet your marketing objectives and budget.


Demographics The MAH attracts an audience that is representative of all of Santa Cruz County in terms of age, income, and race/ethnicity. Our participants are cultural consumers, creators, students, educators, activists, business leaders, and influencers who are connected and engaged in the local community.

General Characteristics • Creative & culturally curious • Educated & well informed • Civic-minded & socially conscious • Interested in outdoor & active lifestyle

Annual Attendance

130,000

• Diverse, multicultural & multigenerational

Age ■ 25% Under 18 ■ 17% 18–25 ■ 13% 26–35 ■ 13% 36–45 ■ 13% 46–55 ■ 12% 56–65 ■ 7% 65+

Income ■ 32% Less than $35,000 2021 | SPONSORSHIP PROGRAM

■ 21% $35,000–$74,99

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■ 47% $75,000+

Race & Ethnicity ■ 68% White/Caucasian ■ 17% Hispanic/Latinx ■ 8% Asian/Asian American ■ 2% American Indian ■ 2% Black/African American ■ 3% Prefer to self-describe

County Residence ■ 49% Santa Cruz ■ 25% Live Oak, Soquel ■ 7% San Lorenzo Valley ■ 4% Scotts Valley ■ 4% Capitola ■ 6% Aptos ■ 5% Watsonville & South County

*Demographic information comes from 2017–18 visitor data; attendance estimate comes from 2018–19 visitor data.


Reach The MAH helps partners increase regional visibility and target a local audience through a variety of digital connections.

05 WEBSITE

184,670

Our online marketing channels reach tens of thousands of members, followers, and subscribers, across different

TOTAL PAGEVIEWS

endeavors and platforms.

135,266

In addition, the MAH generates hundreds of thousands of

TOTAL SESSIONS

earned media impressions each year through our highly visible PR efforts, including editorial placements in television, radio,

93,639

magazine, newspaper, and web outlets.

TOTAL USERS

E-NEWS

ACQUISITION

15,206

TOTAL SUBSCRIBERS

15%

AVERAGE CLICKTHROUGH RATE

■ 43% SEARCH ■ 22% DIRECT ■ 12% EMAIL ■ 12% REFERRAL ■ 10% SOCIAL

SOCIAL MEDIA 12,287

900–2,000

216,000

71,000

10,900

2,000–5,000

PAGE LIKES

EVENT REACH

FOLLOWERS

REACH/POST

~50–100 ENGAGEMENT

Stories on the MAH have appeared in a variety of regional and national media, including:

EVENT RESPONSES

REACH/POST

PR & MEDIA OUTREACH

~150–500 ENGAGEMENT

SANTA CRUZ SENTINEL • KSQD • GOOD TIMES SANTA CRUZ • KSBW • MONTEREY HERALD •

4,860 2021 | SPONSORSHIP PROGRAM

FOLLOWERS

~1,000–3,000 IMPRESSIONS/TWEET

KAZU • THE MERCURY NEWS • KQED • SAN FRANCISCO CHRONICLE • NBC BAY AREA • LOS ANGELES TIMES •

128,200 IMPRESSIONS

~400

FOLLOWERS

~2,700

ENGAGEMENT

8%

ENGAGEMENT RATE

ORANGE COUNTY REGISTER • SOUTHERN CALIFORNIA PUBLIC RADIO • CHICAGO TRIBUNE • WASHINGTON POST • EATER SF • ARTNEWS • HYPERALLERGIC • ART IN AMERICA • ARTFORUM

*Analytics information from Jul 1, 2019–Jun 30, 2020; earned media sources between


Sponsorship Opportunities Option #1 Exhibitions

Ongoing

A program of exhibitions featuring a mix of commissioned, co-created, and presented works by local, national, and international

Outdoor Exhibitions Please enquire about schedule Featuring new and loaned artworks for temporary installations in outdoor locations, including sites around the MAH and county. $5–25K per exhibition, depending on project.

artists and collaborators.

Online Exhibitions

Indoor Exhibitions Please enquire about schedule

Please enquire about schedule Featuring new digital collaborations and content from previous physical exhibitions at

Featuring artworks on view for 3-6 months

the MAH and elsewhere.

in various interior gallery spaces at the MAH.

$5–10K per exhibition, depending on project.

$5–10K per exhibition, depending on project.

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Offsite Exhibitions Please enquire about schedule Featuring issue-driven exhibitions previously produced by the MAH and toured to other communities across the state. $5–10K per exhibition, depending on project.


Option #2 Biennial Festivals

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Option #3 Limited Series

Sep 2021 & Sep 2022

Ongoing

A pair of innovative, multi-day events

A program of ticketed lectures, concerts, and

featuring massive spectacle art, environmental

performances with regional, national, and

installations, social interventions, and cutting-

international talent presented in partnership

edge new media that rotate each calendar

with local collaborators.

year, beginning in 2021.

Speaker Series

Frequency

A series of lecture events at both the MAH and

Sep 16–19, 2021

venues across town.

A free indoor/outdoor public art event featuring light-based installations and performances by local, national and international artists; hosted in and around the MAH. $25K (title), or individual installations within the festival $2.5K–5K

Wide Open Spaces Sep 15–18, 2022

$5K for series, or $2.5K individual events within the series

Film Series A series of screening events at both the MAH and venues across town. $5K for series, or $2.5K individual events within the series

A free outdoor multidisciplinary event featuring

Performance Series

interactive, immersive, and place-inspired work

A series of multidisciplinary events at both the

by local, national and international artists;

MAH and venues across town.

hosted in open-air sites around the MAH and across Santa Cruz County. $25K (title), or individual events within the festival $2.5K–5K

$5K for series, or $2.5K individual events within the series

Late-Night @ the MAH A series of happenings held quarterly at the MAH, including concerts, talks, and interactive

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programs hosted after-hours in various spaces throughout the museum and Abbott Square. $7.5K for series, or $2.5K individual nights within the series


Option #4 Community Celebrations

Ongoing

A program of events and activities celebrating the traditions, heritage, and culture of Santa Cruz County.

DĂ­a de los Muertos Nov 6, 2021 A free all-ages Day of the Dead celebration featuring face painting, dance performances, and community-made altars at Evergreen Cemetery; hosted throughout Downtown Santa Cruz and in partnership with Senderos. $5K

First Fridays First Friday of each month A free event where the community can explore the MAH and activities in Abbott Square. $5K for entire series

Family Days Dates TBA A free bi-annual event for families to visit

Option #5 Education Program A range of learning opportunities for students, teenagers, teachers, adults, and families with a focus on art, history, and creative expression. Programs include field trips, artist talks, guided tours, art camps, hands-on classes, and virtual learning activities. $10K for entire program, or $2.5K for individual activities within the program

the museum, create hands-on projects, and explore exhibitions with a gallery hunt. $5K for two events

Option #6 Outreach Program A range of engagement opportunities held

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beyond the museum walls with a focus on art, history, and creative expression. Programs include pop-up events, mobile exhibitions, community speaker programs, and other offsite and online activities. $10K for entire program, or $2.5K for individual activities within the program


09

Option #7 Special Events A series of fundraisers and friend-raisers hosted throughout the year as a means of raising dollars and awareness for the MAH.

25th Anniversary

IlluminATE

May–Jul 2021

Dates TBA

A series of events to celebrate the 25th

A series of intimate, family-inspired dinner

anniversary of the MAH since its establishment

events hosted at the MAH and centered

in 1996, when the Art Museum of Santa Cruz

around themes related to current or upcoming

County merged with the History Museum of

museum programs.

Santa Cruz County.

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$2.5K–25K, depending on event

$5K per event


Presenting Sponsor Benefits $10,000+ Investment Category Exclusivity:

Visibility on the MAH Website:

• Industry category exclusivity.

• Logo or name with link on all property-

Naming Rights: • “Presented by” or “hosted by” sponsorship naming of select properties.

Advertising & Collateral Marketing: • Logo or name mention on all propertyspecific advertising.

• Logo or name with link on the MAH sponsor recognition page.

Tickets & Hospitality: • Select quantity of premium tickets to sponsored events, if admission-based property.

Email Blasts:

• Onsite hospitality areas for select properties.

• Logo or name in all e-blasts promoting

• VIP access opportunities to leverage in

property or sponsored events.

Onsite Signage & Verbal Recognition: • Logo or name prominently displayed at sponsored events. • Name recognition as sponsor by stage emcees/PA announcements with multiple mentions onsite at all sponsored events. • Opportunity for sponsor representative to 2021 | SPONSORSHIP PROGRAM

related event pages.

be invited onstage to welcome guests at sponsored events.

promotions for select properties.

Sampling & Display*: • Opportunity to set-up a branded pop-up tent at all sponsored events to promote through onsite activation. • Opportunity for product sampling and sales onsite for select products. • Opportunity to distribute company coupons and literature at all sponsored events. * Certain conditions and restrictions apply


Supporting Sponsor Benefits $2,500+ Investment Advertising & Collateral Material: • Logo or name mention on all property-specific advertising.

Email Blasts: • Logo or name in all e-blasts promoting property or sponsored events.

Onsite Signage & Verbal Recognition: • Logo or name prominently displayed at sponsored events • Name recognition as sponsor by stage emcees/PA announcements with multiple mentions onsite at all sponsored events. • Opportunity for sponsor representative to be invited onstage to welcome guests at all sponsored events.

Visibility on the MAH Website: • Logo or name with link on all property-related event pages.

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• Logo or name with link on the MAH sponsor recognition page.

Tickets & Hospitality: • Select quantity of tickets to sponsored events, if admission-based property.


12 Other Opportunities Corporate Membership

product launches and meetings. The museum

The MAH’s corporate membership program is

can also open an exhibition for guests after

designed for companies of all shapes and sizes,

hours, or arrange private tours with a curator.

and is a great way for supporters to establish or increase their presence in the Santa Cruz County community. Corporate members receive exclusive benefits for their employees while branding their companies with a 2021 | SPONSORSHIP PROGRAM

forward-thinking cultural institution.

Corporate Entertaining The MAH offers many hospitality options for companies looking to host customers, prospective clients, and employees. Our facility can be used for a variety of events, from cocktail receptions and corporate dinners to

Corporate Matching Gifts Matching gifts are an excellent way for donors to increase the impact of a personal gift to the MAH. Please contact us to find out if your company offers a matching program.

In-Kind Donations Companies may also choose to support the MAH through a donation of goods, services, and volunteer hours. Businesses can provide needed materials, pro-bono professional services, or a combination of cash and in-kind gifts to receive sponsorship recognition.


Current Partners ABBOTT SQUARE MARKET • ARTS COUNCIL SANTA CRUZ COUNTY • CALIFORNIA ARTS COUNCIL

CALIFORNIA

CENTER

FOR

CREATIVE

HUMANITIES ECOLOGIES

• AT

UCSC • CITY OF SANTA CRUZ • COMMUNITY FOUNDATION

SANTA

CRUZ

COUNTY

DIGITAL NEST • DOWNTOWN SANTA CRUZ • FOODSMITH • HERMANOS UNIDOS • HISTORY FORUM • HOSPICE OF SANTA CRUZ COUNTY • HOTEL PARADOX • INSTITUTE OF MUSEUM AND LIBRARY SERVICES • KAISER PERMANENTE • KUUMBWA JAZZ • LOS DIABLOS • MARIN MUSEUM OF BICYCLING • MARIPOSA ARTS COUNCIL • MOMA • MONTEREY

PENINSULA

FOUNDATION

MOUNTAIN BIKERS OF SANTA CRUZ • MUSEO EDUARDO

CARRILLO

RESEARCHER’S

ANONYMOUS • SANTA CRUZ AREA CHAMBER OF COMMERCE • SANTA CRUZ COUNTY BANK • SANTA CRUZ WORKS • QUEER YOUTH TASK FORCE OF SANTA CRUZ COUNTY • SABROSURA • SALUD Y CARIÑO • SANTA CRUZ BARRIOS UNIDOS • SANTA CRUZ COUNTY • SANTA CRUZ PUBLIC LIBRARIES • SANTA 2021 | SPONSORSHIP PROGRAM

CRUZ SPCA • SENDEROS • SERENO GROUP • TANNERY WORLD DANCE & CULTURAL CENTER • THE DAVID AND LUCILE PACKARD FOUNDATION • THE DIVERSITY CENTER • THE HUMANITIES INSTITUTE AT UCSC • THE JAMES IRVINE FOUNDATION • UCSC CAREER CENTER • WATSONVILLE FILM FESTIVAL • WILLIAM & FLORA HEWLETT FOUNDATION


Please contact Chance Decker at 831.429.1964 x7025, or chance@santacruzmah.org to discuss our full range of partnership opportunities. For more information about the MAH, please visit santacruzmah.org.

Profile for Santa Cruz Museum of Art & History

MAH 2021 Sponsorship Kit  

MAH 2021 Sponsorship Kit  

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