For decades, the Mayor’s Official July 4th Celebration has been a six hour event of festivities and tradition in Eleanor Tinsley Park on Buffalo Bayou. It has become Houston’s signature annual event attracting nationally recognized recording artist(s) and, regional and local talent. The festivities include Fiesta All American Kids Zone, a free children’s entertainment area; Liberty Park features military assets such as tanks and helicopters and pays tribute to all five branches of the military; and, the Bud Light Texas Sand Volleyball Championship which culminates in a cash prize. For the 5th year in a row, Houston hosted the largest land-based fireworks in the USA overlooking the Houston skyline. In 2009, the City of Houston honored NASA’s 40th Anniversary of the Apollo XI Lunar Landing.
Recognizability / Awareness
2009 - Over $5,757,200 in measured media value to promote the event.
Category Exclusivity
Sponsor receives exclusivity regarding promotion of brand on-site at the event, specific to its business category.
Level of Audience Interest / Loyalty
2009 Total event day audience of 1,390,087 viewers: 100,000 gated audience, 500,000 perimeter audience, 610,801 television audience in Houston and 179,286 television audience in 4 syndicated markets throughout Texas. Social marketing phenomena, YouTube validates on-site viewing audience loyalty with over 50 video clips from 2006 through 2009 of the Fireworks Presented by Shell to date viewed by 31,225 and endorsed with many raving comments.
Ability to Activate
Sponsor can conduct third-party promotions with approved retailers. Use of VIP hospitality area(s) for client entertainment commensurate with sponsor level. Promotional timeframe of one month prior to the event and day of event.
Limited Degree of Sponsor Clutter
The Mayor’s Office of Special Events limits the amount of clutter by capping the number of “Official” category sponsors.
Protection of Property
Mayor’s Office of Special Events controls tickets, signage and on-site activity at the event.
Networking Opportunities
Co-producers include the City of Houston and ABC-13/KTRK-TV. Sponsors include Shell Oil, Budweiser, Gexa Energy and KBR. Weekly planning meetings and an annual sponsor appreciation lunch offer networking opportunities.
Media Coverage Potential
The event issued 200 media credentials in 2008. ABC-13/KTRK-TV is a partner in producing the Freedom Over Texas. Major radio and print media partners.
Established Track Record
The Mayor’s Office of Special Events live entertainment and event programming, producing and marketing expertise spans 20+ years. There is extensive dedication to working with sponsors and collaborating with media to deliver a high quality interactive marketing experience while ensuring a spectacular event for on-site attendees and television viewing audience. Long-term loyal anchor sponsors and high sponsor renewal rate are indicative of the Event’s successful history.
Beneficiary
The Mayor’s Office of Special Events produces and permits events to create civic celebration that enhances Houston’s community spirit within the nation’s 4th largest city. Proceeds benefit Central Houston Civic Improvement, Inc is a Texas 501(c)(3) non-profit. Sponsorship is tax-deductible.
For Event Sponsorship Information please contact:
Julie Anderson-Smith
Division Manager
Mayor's Office of Special Events
Direct: 832.393.0838
