Fiesta 2024 Brochure

2024 ® (COURT A) EAST RUTHERFORD, NEW JERSEY

Where Culture and Sales Connect Engage with 10,000+ Fil-Ams plus over 60,000 American Dream visitors at a 10-hour indoor festival each day for two days

Marking 27 years as the biggest annual indoor Filipino event on the U.S. east coast.

Admission is free of charge. Consumer engagement is non-stop.

Sat. & Sun. Aug.17-18, 2024 • 10am To Sponsor, Exhibit, Advertise or Attend, Call (212) 682-6610 email: info@fiestainamerica.com www.fiestainamerica.com Philippine Fiesta USA, Inc.– A 501 (c) (3) not-for-profit corporation

® (COURT A) EAST RUTHERFORD, NEW JERSEY

MESSAGE FROM THE PRESIDENT/CEO

Dear Friends: More is absolutely better in 2024. Fiesta In America’s third edition at American Dream Mall ushers in a more robust phase in Filipino American cultural marketing. This year marks the festival’s 27th Anniversary as the biggest annual indoor Filipino event on the U.S. East Coast…but with a new twist.

Sponsors and exhibitors – based in the U.S. or in the Philippines – could now intensify their wrap-around consumer contact than ever before. Here’s how: • Double the market exposure (two full days instead of the previous one-day festival) • Twice the number of person-to-person consumer touches than in 2022 and 2023 • Thousands of Sunday shoppers at American Dream who crave free, engrossing events • A venue that oozes class, enhancing sponsors’ and exhibitors’ total brand image • Flexibility in the choice of one-day or two-day business participation • Wall-to-wall engagement at the exhibit booths, on the LED screen, in the pages of the event magazine and E-newsletter, and on social media Fiesta In America 2024 on the weekend of August 17 and 18 leverages startling demographic numbers. Fil-Ams are second in median household income among all U.S. population groups, regardless of race. According to Pew Research Center, 41% of foreign-born Filipinos have a Bachelor’s degree vs. 20% of all Americans; 65% of immigrant Filipinos live in owner-occupied homes vs. 59% of all Asians in the U.S. But numbers tell only part of the story for sponsors, exhibitors and advertisers. For nearly three decades, Fiesta In America has been a cultural touchstone for Fil-Ams and a gateway to the Philippines for consumers of all cultures. No other event, or mass medium for that matter, offers a fully immersive experience for attendees and participating brands.

Whatever your industry or business model – banking and finance, consumer goods from apparel to packaged foods, leisure and travel, real estate, tourism promotion and others – Fiesta In America is your culture-and-sales connection. Join us this summer for the direct-sales event of the year.

Sincerely,

Nanding Mendez

MISSION STATEMENT

Fiesta in America, also known as Philippine Fiesta USA Inc. with offices in New York City, also in the Philippines, is a non-profit organization that promotes Filipino culture and heritage in the United States.

The organization aims to preserve and promote Filipino traditions, customs, arts, and values among Filipino- Americans and the wider American community. It also provides a platform for Filipino-American businesses and organizations to showcase their products and services. Fiesta in America has been active for nearly three decades and has become one of the most prominent Filipino-American organizations in the United States. Its trade and cultural show is held annually every August at the American Dream in East Rutherford, New Jersey.

AMERICAN DREAM

American Dream, developed by Triple Five Group, is an unparalleled mix of world-class entertainment, retail and dining, comprising more than 3 million square feet in East Rutherford, New Jersey, just minutes away from New York City. American Dream is home to leading attractions that includes DreamWorks Water Park, Nickelodeon Universe, Big SNOW, Angry Birds Mini Golf, The Rink, Blacklight Mini Golf, and a curated collection of premier dining and retail stores, including flagship locations for H&M, Uniqlo and PRIMARK as well as Lululemon, Sephora, Aritzia, Zara and IT’SUGAR, the world’s first “candy department store.” For more information, visit www.americandream.com

® (COURT A) EAST RUTHERFORD, NEW JERSEY

Fiesta In America, the Biggest Annual Indoor Event on the East Coast Since 1996 SPENDING POWER

Filipino Americans made $15 billion in total 2023 purchases*– buying clout that outranks nearly all U.S. population groups, regardless of race. Brandconscious and sensitive to cultural marketing, Fil-Ams are a consumer niche that can’t be swayed by cookie-cutter marketing techniques. Ingrained Asian beliefs enriched by Spanish influences and American pop culture make their “tickle points” tough to pin down.

Fil-Ams have median household incomes of at least $100,270; the rest of America’s is $74,580. And with more than 300,000 Fil-Ams in the greater New York-New Jersey area, they are a vital and rapidly growing force in culture-based marketing. Since 1996, a total of more than 200,000 Fil-Ams and other consumers have packed Fiesta In America, making it the most enduring and popular indoor direct marketing event in the greater New YorkNew Jersey area.

And with plans in the works to include other cultures, Fiesta In America is poised to become a truly inclusive "big tent" for niche marketers to exploit.

ATTENDANCE CLOUT

More than 10,000 Filipino Americans are expected at the 27th edition of Fiesta In America on Saturday & Sunday, August 17-18, 2024 at American Dream (Court A) . With major new contents in the works – potentially an international food and travel festival, multicultural attendees will add to the event’s appeal.

But the demographic attraction of the audience is more than skin-deep for participating brands: • Most Fil-Am adults have at least some college education. Predominantly English speakers, brand interaction and relationship-building are smoother vs. other ethnic groups.

• New York and New Jersey Fil-Ams have median family incomes that are higher than the median household incomes of Fil-Ams in other states.

* STUDY BY AMEREDIA

Timeline: Fiesta In America Over the Years The journey commenced after the eighth year of publishing in 1998, the Special Edition magazine a widely circulated, sleek publication targeted at Filipino Americans across the United States. The transition to event management faced stiff competition in the late '90s, leading to sporadic activities. However, it regained momentum when the true purpose and nature of the event's vision and mission were established at the Meadowlands Exposition Center in Secaucus, New Jersey. The event encountered a setback with the onset of the Covid-19 pandemic in 2020 and 2021, causing global distress. Despite this disruption, Fiesta in America persevered and eventually found a new home at the American Dream, the largest entertainment and retail center in the USA, situated in East Rutherford, New Jersey.

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• Over 90% of Fiesta In America’s attendees are residents of the affluent New York-New Jersey area; others are from five surrounding states, from Connecticut to Virginia.

• Around 75% of Fiesta In America’s attendees belong to the top-earning 30 to 50-and-over age cohort; 51% are female and 49% are male heads of households (Fil-Ams are tied at Number One as the U.S. ethnic group that leads in home ownership).

ON-THE-SPOT MARKETING

Fiesta In America brings a traditional Philippine fiesta to the fingertips of nostalgic Fil-Am consumers. It’s an all-inone experience that combines a product and service showcase with topnotch entertainment and native cuisine that all immigrants crave.

• A Trade Pavilion that can fit more than 100 draped exhibitor booths (8ft. x 6ft. each) and can generate direct sales • Opportunities for product demos, lead generation, service sign-ups, and email address-gathering for sustained outreach BRAND BOOSTERS ON-STAGE AND OFF

What are fiestas without extravaganzas?

Fiesta In America’s cultural show features only the best entertainers in homegrown music, movies and TV. But aside from drawing large crowds that

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yearn for local talents, Fiesta In America provides brand building tools during, before and after the performances: • An outsized LED screen on-stage where commercial videos and ads can be projected in front of the cultural show audience TOTAL BRAND EXPERIENCE

FIESTA TALKS MAGAZINE Direct sales, marketing and brandburnishing touches at Fiesta In America extends to the printed page as well.

Fiesta Talks Magazine is the official 5,000-copy glossy publication that provides a handheld platform from which attendees can be engaged through ads, advertorials, and response mechanisms such as coupons. And because FiestaTalks is often taken home as a freebie, its pass-on readership ensures consumer touches even after Fiesta In America.

ONLINE OUTREACH

Interactions with participating brands are sustained after the event through social media outlets such as Facebook, Instagram,YouTube, Twitter and others.

SPONSORING

Avail your brand of multiple yet integrated consumer touches reserved for sponsors: From prominently located booths at the Trade Pavilion to full-page

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PARTIAL LIST OF PAST SPONSORS AND EXHIBITORS AARP ALVEO LAND ASIAN JOURNAL PUBLICATIONS AYALA LAND INTERNATIONAL SALES, INC. CARING PARTNERS IN HEALTHCARE,LLC CITIBANK COKE CHASE BANK DAMAYANG FILIPINO OF THE PROVINCIAL GOVERNMENT OF BULACAN DELICACIES BY SHEREE EVA AIR EASTERN GEMS CORP ELITE CLUB PINOY EXECUTIVE HOME CARE FASTTRACK ACCESS TRAVEL & TOURS, INC. FILIPINO HOMES G-EXCHANGE, INC. (G CASH) GMA PINOY TV • LIFE TV • NEWS TV • GLOBAL PINOYS GRETZ JEWELRY HERALD SUITES HOTELS HORIZON BLUE CROSS BLUE SHIELD OF NJ IAM WORLDWIDE IBC NY INC. IAM WORLDWIDE AGNUS DEI I WANT MY TFC JESUS MIRACLE CRUSADE INT’L MINISTRY- NJ KULTURE KO LENA'S GIFTS

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MEGAWORLD CORPORATION MOBILITY SPECIAL HOME CARE NEW YORK LIFE OKADA MANILA PAROLS OF AMERICA PHILIPPINE AIRLINES PHILIPPINE CONSULATE GENERAL NY PHILIPPINE DEPARTMENT OF TOURISM PHILIPPINE NATIONAL BANK PHILWEDDINGS/ZOOMBOX VIDEOS/EVENT PHIRST PARK HOMES FREEDOM EQUITY GROUP PREMIER HOME HEALTH CARE SERVICES, INC. PROVINCIAL GOVERNMENT OF CAPIZ PROVINCIAL GOVT OF ILOCOS NORTE ROBINSONS LAND CORPORATION SANZO SENDWAVE SPECIAL EDITION PRESS, INC. SUPREME HEALTH CARE SYSTEMS/SALADMASTER SHANGRI-LA BGC SM DEVELOPMENT CORP THE FIGTREE PROPERTIES OPC TIGER RESORT LEISURE & ENTERTAINMENTTOURISM INFRASTRUCTURE & ENTERPRISE ZONE (TIEZA) VISTALAND INTERNATIONAL WEEE!

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magazine ads or articles, from one-year website linkages and on-stage LED screen videos to E-newsletter articles and social media postings.

Six sponsorship tiers range from Bronze to Palladium all ensuring 360-degree marketing.

Visit: fiestainamerica.com/sponsor

sales-triggering coupons. And because the magazine can be downloaded from www.fiestainamerica.com, readership of marketing materials is practically yearround among attendees and non attendees.

Visit: fiestainamerica.com/advertising

EXHIBITING

PROGRAM SCHEDULE

Spacious Trade Pavilion booths provide exhibitors with daylong opportunities for direct sales, relationship-building, and email address-gathering for sustained outreach. Exhibitor booths range from regular (8ft. x 6ft. ) to double units, with options for prime or corner locations and electric power connections. Visit: fiestainamerica.com/exhibit ADVERTISING

The 5,000-copy Fiesta Talks Magazine offers direct and pass-on readership of ads, advertorials, branded articles and

I’m Interested in participating at Fiesta in America 2024 on Aug 17-18 at American Dream.

East Rutherford, New Jersey.

Sponsorship

Platinum Sponsors 50,000 Diamond Sponsors 25,000 Gold Sponsors 15,000 Silver Sponsors 10,000 Bronze Sponsors 5,000 For exclusive sponsorships, please call 212-682-6610.

Exhibiting n One Day $ 1,800 n Two Days 3,400 Journal Advertising n Back Page $ 2,000 1,500 n Inside Front Page n Inside Back Page 1,500 n First 10 Pages 1,100 n Regular Pages 600 LED Advertising n 3 spots minimum $ 750 For more detailed sponsorship, exhibition and advertising packages, please fill out form below to receive complete information, scan or take a photo, and email to sdelmundo1100@gmail.com or info@fiestainamerica.com n n n n n

PEOPLE’S BALL

Sun, Aug.11, 11am An event gala for community leaders and business professionals. [more info below] FIESTA IN AMERICA DAY ONE

Sat, Aug.17, 10am Opening Ceremony Program/Exhibit starts Cultural Show and Concerts 7pm Exhibits Close FIESTA IN AMERICA DAY TWO

Sun, Aug.18, 10am

Program/Exhibit starts Cultural Show and Concerts 7pm Exhibits Close

PEOPLES BALL

[Companion-Gala of Fiesta in America] The People’s Ball is an annual gathering of Filipino American luminaries in the New York-New Jersey area whose purpose is to strengthen community bonds, promote Filipino culture in the United States, and celebrate Filipinos' impact on American society. In addition, the event also became the hub of business professionals across the world to convene and share ideas and opprtunities.

Every year, the glittering ball is highlighted by the Empowerment Awards, conferred on outstanding Fil-Am individuals and organizations for their accomplishments in business and professional endeavors, public service and the humanities. Their achievements serve as a beacon for Fil-Am youth to follow.

NAME: __________________________________ COMPANY_______________________________ INDUSTRY_______________________________ ADDRESS________________________________ ________________________________________ TELEPHONE______________________________ EMAIL___________________________________ WEBSITE________________________________

Early Bird discount and Referral fees apply for sponsors, exhibitors and advertisers before April 30, 2024 email info@fiestainamerica.com

2024 ® (COURT A) EAST RUTHERFORD, NEW JERSEY

Where Culture and Sales Connect Engage with 10,000+ Fil-Ams plus over 60,000 American Dream visitors at a 10-hour indoor festival each day for two days

Marking 27 years as the biggest annual indoor Filipino event on the U.S. east coast.

Admission is free of charge. Consumer engagement is non-stop.

Sat. & Sun. Aug.17-18, 2024 • 10am To Sponsor, Exhibit, Advertise or Attend, Call (212) 682-6610 email: info@fiestainamerica.com www.fiestainamerica.com Philippine Fiesta USA, Inc.– A 501 (c) (3) not-for-profit corporation

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Plan Now for 2024 Fiesta in America

2024 ® (COURT A) EAST RUTHERFORD, NEW JERSEY

Fiesta In America Attendees: The Direct Marketers’ Dream Median household incomes of $100,270 coupled with high English competence and cultural pride push Filipinos to the front of America’s diverse marketplace.

At Fiesta In America, the biggest annual indoor Filipino event on the East Coast, pride in identity presses the consumer-engagement button for direct marketers.

On August 17 and 18, 2024 in Court A of New Jersey’s American Dream, Fiesta In America will teem with more than 10,000 Filipino Americans who will showcase their heritage.

They will be joined by over 60,000 mall visitors of all cultures to whom Fiesta In America is a capstone of Philippine culture, tourism, products and business opportunities.

The full-day extravaganza will buzz with a high-energy cultural show of Filipino music; products, services and investment vehicles; native food; art and fun activities; and more.

For brands with stakes in the high-value Filipino American market of New Jersey, New York and neighboring states, Fiesta In America 2024 is where culture and sales intersect.

Reserve a sponsorship, exhibitor booth or advertising space early to secure a prominent slot. E-mail info@fiestainamerica.com or call 212-682-6610 (New York). For more information, visit www.fiestainamerica.com.

Market Profile and Reach 10,000+ expected festival visitors US$100,270 Median Household Income 60,000+ American Dream visitors 40,000+ Facebook reach 5,000 Fiesta Talks Magazine copies

American Dream–Court A Sponsors Rate: 50,000 ’ Platinum Sponsors 25,000 Diamond Sponsors 15,000 Gold Sponsors 10,000 Silver Sponsors 5,000 Bronze Sponsors Full entitlements and inclusions are available upon request.

For exclusive sponsorships, please call 212-682-6610.

Exhibitors Rate: $3,400 Two Days $1,800 One Day Booth 8ft x 6ft deep with 6ft table with table cloth plus signage LED Advertising: 3 Spots Minimum $750 Print Journal Advertising: $600 /page In the US, call Vicie at 212-682-6610 or email info@fiestainamerica.com Nanding Mendez / Vicie Allam Phone: (917) 612 8861 sepmgzn@yahoo.com In the Philippines, contact Susan del Mundo Phone: (63) 919-099-6157 sdelmundo1100@gmail.com

*Attendance estimate provided by American Dream

Sat. & Sun. Aug.17-18, 2024 • 10am (COURT A) AMERICAN DREAM WAY, EAST RUTHERFORD, NEW JERSEY • (833) 263-7326

To Sponsor, Exhibit, Advertise or Attend, Call (212) 682-6610 email: info@fiestainamerica.com www.fiestainamerica.com Philippine Fiesta USA, Inc. Executive Office: 124 East 40th Street, Suite 1004, New York, NY 10016 • 212 682-6610 email: info@fiestainamerica.com www.fiestainamerica.com a 501 (c) (3) not-for-profit corporation