Objective
After management of Crossroads Guitar Festival 2004 and 2007, expanded Event underwriting in 2010 to perpetuate the success of Crossroads’ fundraising efforts … in anticipation of Mr. Clapton’s ‘likely final’ Guitar Auction, Spring 2011.

Brief
Conceptualized secured and managed all underwriting aspects of Crossroads Guitar Festival 2010 via strategic sponsorships and marketing partnerships.

Our Role
Secured T-Mobile Fender phone relationship, up selling T-Mobile to title sponsor of Crossroads. Created additional assets to value up American Express associate level sponsorship via producing stellar ‘Artist & Sponsor Welcome Reception’ at Chicago House of Blues and VIP Tent/Hospitality on-site.

Conceived, created and managed Festival Village via partnerships with Guitar Center and guitar-related manufacturers, including Village Stage where main stage Artists performed clinics throughout the day long Event. Handled all Artist relations for Village Stage including capturing content.

To leverage T-Mobile’s investment, designed and executed turn-key national marketing platform in top 20 radio markets and across Guitar Center database and retail assets. Conceived and executed in conjunction with Ernie Ball, online promotion with the opportunity for a young artist to “Play Crossroads”!

Results
Sponsorship programs and strategic alliance partnerships maximized event revenue, creating record-breaking charitable contribution to Crossroads Centre Antigua!

Again offset festival expenses by strategically integrating guitar related manufacturers with interactive experiences and additional Guitar Center underwriting.

Title Sponsor’s commercial campaign moved from Fender limited edition phone with cause related message to full brand exposure with a highly visible charity platform. Continued through Event to exposure via Clapton’s Auction at Bonham’s in NY (with London, LA & NY previews). Successful Return on Investment with halo effect acrossT-Mobile brand plus ongoing year-long stadium signage at no cost to sponsor. American Express achieved rave reviews for the most enjoyable “Event experience” through the VIP Ticket program.

- Filmed for theatrical release to launch awareness around DVD and PBS airing.

- Bonham Auction of Clapton Guitar & Amp Collection: March 2011 raised $2.15 M.

- DVD release: November 2010 and continues to raise revenue for Crossroads.

- PBS broadcast: May/June 2011 for further fundraising through product sale.