Amesbury Harvest Fair and Country Music Festival,

About the event

The Amesbury Harvest Fair and Country Music Festival is a region-wide event to be held September 22-24, 2017 in the heart of Amesbury, MA. Nestled right on the border of Massachusetts and New Hampshire lies the bountiful town of Amesbury, Massachusetts. Settled in 1645, Amesbury was founded on the principles of communal farming, manufacturing and ferry transportation across the beautiful Merrimack River. By the turn of the 19th century, Amesbury became an industry mogul for milling, iron works, and most famously for horse-drawn carriages. Today, Amesbury is bustling with the same fervor for innovation that its founders inspired. The old mills have been renovated into magnificent manufacturing and textile companies, delectable restaurants, one-of-a-kind boutiques, and thriving business Ecocenters. Amesbury was chosen as an ideal location for a 3-day festival that will celebrate the past and the future of this vibrant and robust community.

Festival Description:

The Amesbury Harvest Fair and Country Music Festival will feature live music and education while hosting a community-wide Harvest Fair. Free to the public, the Harvest Fair will spread across the city, welcoming over two dozen vendors who will sell locally sourced farm fresh foods, sustainable products and hand-crafted items, with a central stage offering local, regional and national music throughout the weekend. The activities will include baking competitions, historic exhibitions, kids’ activities and city tours. For those over 21, there will be an outdoor bar area located in the city’s natural amphitheatre, complete with live acoustic music.

At Landry Stadium, more than 25 national and regional bands will perform throughout the weekend during the days and evenings. This portion of the festival will be ticketed. Among the Multi-Grammy Award and CMA Award winning artists who will play in the 9,000 capacity stadium include the Charlie Daniels Band, Travis Tritt, Rodney Crowell, Craig Morgan and The Steeldrivers. Up-and-coming accomplished artists include Mo Pitney, The Molly Tuttle Band, Jeff Scroggins and Front Country. Festival goers will enjoy hearing traditional country and bluegrass music along with Americana, and even Moderngrass music. The stadium venue will host gourmet food trucks, local craft vendors, and full-service bar staffed by TIPS-certified bartenders. Festival goers will be able to participate in a raffle of quality instruments from national instrument companies.   

In the lead-up to the festival, there will be a ‘Battle of the Country Bands’, where local bands will compete throughout the summer months for the prize of a performance on the highly sought-after main stage in Landry Stadium during the festival. This presents a further opportunity for sponsors to maximize exposure.

Already known in the bluegrass and country music business, the festival producers are rapidly establishing themselves as leaders in the festival world, with confirmed attendance by festival producers across the nation.

In the lead-up to the festival, there will be a ‘Battle of the Country Bands’, where local bands will compete throughout the summer months for the prize of a performance on the highly sought-after main stage in Landry Stadium during the festival. This presents a further opportunity for sponsors to maximize exposure.

Already known in the bluegrass and country music business, the festival producers are rapidly establishing themselves as leaders in the festival world, with confirmed attendance by festival producers across the nation.

Community Engagement:

The festival will offer many opportunities for businesses, non-profits and individuals to over 300 volunteer positions. The Volunteer program will recruit folks to help out at registration, hospitality, backstage, ticket taking, ushering, security, first aid and other essential positions. Organizations that promote diversity will be encouraged to volunteer.

Social, Educational, Economic and Environmental Impact:

The festival’s primary mission is to ensure affordability and accessibility to all people. The ticket prices range from $59 to $130 with options for families, free to children under 10, while senior citizens, people in the military and those from abroad will receive reduced prices. The festival believes in the importance of offering a variety of educational events. Attendees will learn about the history of Amesbury through daily tours. Emerging bands will be given the opportunity to perform and to compete in the months leading up to the festival, and all festival-goers will be able to attend a variety of exhibits showcasing the history of Amesbury.

The festival was built upon the beliefs that people of any race, sexual orientation, financial or intellectual ability would be welcomed into a musical environment where community and collaboration were and are an integral part of music appreciation. The Amesbury Festival will highlight the diversity of music, people, businesses and values offering safe and memorable experiences that encourage participation, engagement and discovery. This festival will create a spark in each person to expand their awareness and knowledge of Amesbury, sustainability and music. With local volunteer participation, it will truly be a community event. It is often stated that ‘it takes a village’. We believe it will take the participation of Amesbury to create a successful event. As reflected in our mission statement, the festival will embrace and embody the values and culture of the community while offering enriching experiences for all.

With a commitment to the future of our community, the festival will donate a portion of its proceeds to the Amesbury Public Schools, Amesbury Recreation Department, Relay for Life,  Amesbury Public Library, and to the Our Neighbors Table Food Bank, as well as shining a spotlight on our featured charity Lucy’s Love Bus (which delivers comfort and quality of life to children with cancer), enabling each of the organizations to further their humanitarian missions. Additional local partnerships will collaborate with the planning and development of the harvest fair and festival, helping to create an enriching event full of talent and ideas.

The festival’s economic impact will be significant. Given that the festival takes place over three days and nights, with expected attendance to reach 25,000-35,000 people,  the “heads in beds” numbers in hotels will increase from the out of town tourists. The total projected economic impact on Amesbury is at least 2 - 4 million dollars. Our goal is to also inspire others to create a clean environment that will continue for future generations. By setting high standards of creating a sustainable festival using recyclable and compostable products, we will work closely with our local disposal company, helping to protect our wetlands and watersheds, improve air quality, absorb and filter waste water, protect valuable habitat for birds and animals while helping to maintain our beautiful landscapes. The efforts of a Harvest Fair with strict sustainable requirements will demonstrate that Amesbury is committed to locally sourced food and products with sustainable materials.

Benefit to Sponsors:

The benefits afforded to sponsors of the festival are numerous. Each sponsorship comes with specifically chosen pointers which coincide with the level of sponsorship secured. The festival producers are pro-active in their willingness to provide sponsors with the maximum exposure for their contributions. For top-level sponsorships, there is an opportunity to be included in the festival’s media partnerships which include iHeartMedia’s 101.7 The Bull and Merrimack Valley Magazine, both of which provide significant coverage.

Measurable Outcomes:

The success of the festival will be based on.

• Number of festival goers over the course of 3 days
• Subsequent ticket sales one month after for the following  year.
•  Results from an online survey
•  Volunteer reports
•  Reports from Amesbury Public Schools and Our Neighbors Table.

Long Term Goals:

• Develop a 5-year plan that will sustain the festival financially
• Create an education program with local educational partners
• Increase the amount of equipment that is purchased from local businesses
• Create deeper relationships with existing partners
• Establish a 501 c 3 in 2017/8 to offer greater support for music education.

In a nutshell, Amesbury Harvest Fair and Country Music Festival is an outdoor fully accessible 3-day country and folk music festival in the heart of the vibrant and robust downtown core of Amesbury. In addition to nationwide quality musical talent, the festival offers educational and family opportunities by creating fun and innovative activities having an impact bigger than the sum of its parts. Amesbury Music Festival brings down-home music sensibilities to an urban environment, providing year after year the power of music to connect, inspire and create community.

Why should you sponsor?

Benefit to Sponsors:

The benefits afforded to sponsors of the festival are numerous. Each sponsorship comes with specifically chosen pointers which coincide with the level of sponsorship secured. The festival producers are pro-active in their willingness to provide sponsors with the maximum exposure for their contributions. For top level sponsorships, there is opportunity to be included in the festival’s media partnerships which include iHeartMedia’s 101.7 The Bull and Merrimack Valley Magazine, both of which provide significant coverage.

The funding requested and secured will be used to support all aspects of the festival including talent buying, transportation and accommodations. Funding will be used for sound, light and production, marketing, volunteer coordination, hospitality, transportation, festival signage, awards and select volunteer stipends (emcees, lead volunteers)

The Amesbury Harvest Fair and Country Music Festival secured major country and Americana headliners that will attract people of all ages to Amesbury from hundreds of miles around. The weekend is intended to be a community-wide celebration of history, people and culture with an emphasis on all ages, demographics and ethnicity diversity. As an all-women held company, we are actively seeking participants who come from all walks of life.

We are expecting to have between 30-35K attendees over the weekend and a very large front end marketing plan in the lead up to our event. Our sponsors will be able to get in front of a large audience and we will open up numerous opportunities before during and after the event. Depending on level of sponsorship, we will include all sponsor branding and logos in all our advertizing.

In the lead-up to the festival, there will be a ‘Battle of the Country Bands’, where local bands will compete throughout the summer months for the prize of a performance on the highly sought-after main stage in Landry Stadium during the festival. This presents a further opportunity for sponsors to maximize exposure.

Already known in the bluegrass and country music business, the festival producers are rapidly establishing themselves as leaders in the festival world, with confirmed attendance by festival producers across the nation.

DEMOGRAPHICS

In an article in FORBES Magazine, it was documented that Country Music has one of the largest fan bases of all music genres.

“Last year, the CMA Awards were the most social show of the year – that’s right, the evening generated over 1.67 million tweets. It completely dominated its time slot and surged double digits in overall viewers for the evening, finishing first in all key Adult and Teen demographics.”

“...Its members are bound together by their strong values: faith (not religion), community, and family – all of which directly influence buying decisions, brand loyalty, and attitudes towards brands.”

The FORBES report goes on further to state:

“There are an astounding 102 million Country Music consumers in the United States (most in the New Heartland) and Country Music is the No. 1 reported format  for audiences spanning in age from 18 to 54.

Plus, country fan’s annual household incomes now skew toward the higher end—averaging $75,000 in 2013—making them appealing for brands targeting higher-earning consumers. And don’t forget the loyalty factor. Country Music fans are the most ardent and loyal of any fan base.”

“The phenomenon of the annual Country Music Association’s Music Festival is evidence of this, with a DAILY attendance of over 80,000 people. It seems fans will do almost anything to get up close and personal with their favorite country artists.”

This was further confirmed when the 2015 ACM Awards (Academy of Country Music) lifted CBS to an easy primetime ratings victory in key demos, as the growing from the previous year and contributed to a sizable drop at NBC for its drama series, “A.D. The Bible Continues.”

According to preliminary national estimates from Nielsen, “60 Minutes” (1.2/4 in 18-49, 9.9 million viewers overall) led into the “50th Annual Academy of Country Music Awards” on CBS  3.7/11 in 18-49, 16.2 million viewers overall), with the awards show rising 10% from last year’s 3.3 rating in the 8-11 p.m. prelims; The ACMs also drew their largest overall audience in 17 years. The 3.7 rating in 18-49 was about three times what CBS has been doing from 8 to 11 p.m. with its Sunday dramas and beat the combined scores of ABC, NBC and Fox. In host city Dallas, the they did a big 7.7 rating/23 share in adults 18-49.

“More than 2.8 million people become part of the country music demographics every year.”

What the Median Country Music Listener Looks Like

• 40% of country music radio listeners reside in the Top 25 designated marketing areas [DMAs] in the United States.

• 43% of people who identify themselves as part of the country music demographics are brand loyal to their musical genre.

• In 90% of the DMAs throughout the United States, at least one country radio station is ranked in the Top 5 for that market.

• Women [54%] are slightly more likely to prefer country music when compared to men.

• 44% of households that listen to country music on a regular basis have an HHI above $75k.

• 64% of country music listeners are married and have an average of 2.2 children

• 3 out of 4 households that listen to country music own their own home. The average value of that home is just above $216,000.

• 60% of listeners are in the 18-49 age demographic. 32% are within the 18-34 age bracket.

• 2 out of 3 households that listen to country music own at least one pet.

• Most would be described as Middle Class homes with a fair amount of income, steady employment, and a desire to stay in touch with the emotions that made them who they are as a person. Country music is about authenticity and as Millennials become the largest active generation in the US, the genre still has major growth potential.

The Buying Power of the Country Music Demographics

• 41% of all professional or managerial jobs are filled by people who describe themselves as country music fans.

• 44% of all hybrid vehicle owners belong to the country music demographics.

• $25.5 billion was spent on international travel by this demographic in the last year, accounting for 35% of the total spent on foreign travel by US citizens.

• Another $59 billion was spent by this demographic on domestic travel within the US – that’s 47% of all domestic travel spending.

• 46% of all spending on beauty products came from women who identify with this demographic [$7.5 billion].

• Pet owners within this category spend an estimated $44 billion every year on products and services for their animals.

• 48% of adults who entertain friends/family at home at least 2-3 times per month are Country Music fans.

• Country Music fans comprised 45% of all charitable contributions last year, giving more than $7.5 billion to charitable organizations.

• Country Music fans spent $21.7 billion in catalog and internet shopping in the past 12 months – comprising 44% of total sales.

• $8.5 billion. That’s the median amount spent on cellular services by the country music demographics.

Charlene Colgan

Chris Keenan

Chris Keenan has a wealth of experience in both the music and travel industries. Chris started her music career at Chrysalis Records handling radio promotion for label artists and recordings, later followed by CBS/Sony Music in New York as a copyright & mechanical licensing specialist. Simultaneously, Chris worked at the largest automated travel agency in the world, as a European and Asian specialist for traveling corporate clients. For the past 20 years Chris has freelanced as a festival & event organizer, writer, artist manager and tour promoter both in America and Europe. Chris was the founder and managing director of the hugely popular Johnny Keenan Banjo Festival. The event celebrated Bluegrass and Irish Traditional Music, and took place in Ireland from 2002-2012, drawing thousands of people to the town of Longford each year.

 

 

Charlene Colgan

Charlene Sloan Colgan has been involved in the music industry for more than two decades as a freelancer in many different capacities, while also devoting her time to raising her four children. She is the co-founder and creator of three major music festivals and specializes in band management. Along with Chris Keenan, she has created, co-owns and operates an agency that combines her incredible enthusiasm for music with a hands on nurturing approach that puts the artists first. Charlene is committed to the Rock Lobster philosophy of maintaining a service based on those values and growing each artist and event to it's fullest potential.

 

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