SANTA CRUZ MUSEUM OF ART & HISTORY
SPONSORSHIP OPPORTUNITIES
25th Anniversary Celebration
CONTENTS About the MAH..................................................... 02 Our History..................................................................04 Our 25th Anniversary.................................06 Sponsor Benefits................................................. 12 Demographics & Reach............................14
RedBall Project by Kurt Perschke, photo by Doug Dibble.
SPONSORSHIP OPPORTUNITIES | 25TH ANNIVERSARY
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 SPONSORSHIP OPPORTUNITIES | 25TH ANNIVERSARY
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 that offers food, social events, and year-round creative happenings.
Our History As we usher in 2021 we are proud to celebrate 25 years since the Santa Cruz Museum of Art & History officially came into existence—the result of the 1996 merging of the Santa Cruz Historical Society (founded in 1954) and the
Now, moving forward under new leadership,
Art Museum of Santa Cruz County (founded
we will carry the MAH’s strong outreach
in 1981).
tradition forward, while ensuring that our
In fact, our story dates back even further to the mid-1980’s, when the two organizations joined forces to build a center for art, history,
SPONSORSHIP OPPORTUNITIES | 25TH ANNIVERSARY
and community in downtown Santa Cruz. With support from the McPherson family, local donations, and a federal grant following the 1989 Loma Prieta earthquake, the ribbon was
exhibitions and programming are not only relevant, responsive to, and representative of our diverse community, but also of the highest artistic merit. We will do this by producing and cultivating meaningful, place-based work that animates and enlivens the MAH as well as public spaces throughout Santa Cruz County.
cut on the new McPherson Center in 1993
We see our 25th anniversary as the beginning
before officially merging in 1996 to form the
of a new era for the MAH and the community
Museum of Art and History at the McPherson
we serve. We hope you will join us in our
Center, or the MAH as we are known today.
celebration.
SPONSORSHIP OPPORTUNITIES | 25TH ANNIVERSARY
Our 25th Anniversary
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Throughout 2021, we will be honoring the visionaries, supporters, artists, and community leaders who came together to create the magic of the MAH over the last 25 years. Our silver anniversary celebration will feature a series of special exhibits, events, and new ways to connect with art, history, and community. We invite you to join us and support this milestone occasion. The 25th Anniversary Celebration features a variety of opportunities to engage and connect with a broad spectrum of community members, allowing you to showcase your business while supporting a beloved community institution. 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 well-educated, high-income consumers and lucrative family market. We invite you to browse our 25th anniversary sponsorship opportunities, or contact us to create a customized package designed to meet your marketing objectives and budget.
08 Twenty-Five AN EXHIBITION May 21–July 25, 2021 | Art Forum An exhibition highlighting artworks and objects from our permanent collection, along with stories and memorabilia, to commemorate our anniversary. Visitors of all ages will come together to explore the exhibition, expected to reach over 30,000 guests both in person and online. All sponsors will also be invited to attend the
SPONSORSHIP OPPORTUNITIES | 25TH ANNIVERSARY
VIP preview with the artists.
RedBall Project by Kurt Perschke, photo by Selena Shephard.
RedBall Santa Cruz A PUBLIC ART PROJECT June 8–13, 2021 | Locations TBA An inflatable mobile sculpture by artist Kurt Perschke that will explore the area’s unique architectural landscape and history through a series of daily installations throughout the county. Sponsors will have the opportunity to engage with the community through co-branded signage at the installations as well as virtually through social media engagement.
10 Silver Where? A DINNER SERIES June 8–11, 2021 | Locations TBA A series of al fresco dining experiences hosted near select sites for the RedBall public artwork, featuring the best local chefs, food artisans, and beverage producers. You can choose to host this exclusive experience and fill the seats with your team leaders or top
SPONSORSHIP OPPORTUNITIES | 25TH ANNIVERSARY
accounts, or be our guest and join in a conversation with fellow thought leaders from our community.
Anniversary Brunch A CELEBRATION June 12, 2021 | MAH A special celebration honoring the founders, visionaries, and benefactors of the MAH. This exclusive, invitation-only celebration will feature a beautiful brunch, flowing mimosas, surprise entertainment, and recognition of the people, moments, and milestones that helped shape the MAH over the past 25 years. Sponsors will have the opportunity to align themselves in gratitude and celebration of the leaders who formed the MAH with special recognition throughout the event.
Sponsor Benefits Investment Level
$25,000+
$10,000+
$5,000+
$2,500+
2
2
2
2nd Tier
3rd Tier
4th Tier
Full
Full
Half
Quarter
Name Recognition by Emcee
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Logo on Electronic Invitations
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Logo on Printed Invitations
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Logo on Step and Repeat
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Speaking Opportunity (3 minutes)
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EVENT: Anniversary Brunch Tickets to Event Logo on Multimedia Ad in Program
Presenting, 1st Tier
SPONSORSHIP OPPORTUNITIES | 25TH ANNIVERSARY
EVENT: Silver Where? Dinner Tickets Logo on Menus
12, Private dinners All dinners
8 All dinners
6
4
Investment Level
$25,000+
$10,000+
Logo on Signage at Installation Sites
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Mention in Press Releases
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$5,000+
$2,500+
4
2
EXHIBITION: RedBall Santa Cruz
EXHIBITION: Twenty-Five Tickets to VIP Preview with the Artists
10
6
Logo on Gallery Signage
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Logo on the 25 Anniversary Webpage
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Logo on Print Ads in Area Newspapers
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Logo on Electronic "Save the Date" Card
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Logo on Electronic Invitations
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Logo on Eblasts
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Annual MAH Memberships
20
8
6
4
Mention in Social Media Posts
10
3
1
Logo on Sponsor Webpage
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Logo on eNewsletter
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GENERAL: 25th Celebration
*Please note: Due to the uncertain nature of public gatherings in 2021, some sponsor benefits may need to be adjusted if select anniversary events are held virtually, postponed, or reconceptualized.
SPONSORSHIP OPPORTUNITIES | 25TH ANNIVERSARY
GENERAL: Annual Recognition
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
SPONSORSHIP OPPORTUNITIES | 25TH ANNIVERSARY
■ 12% 56–65 ■ 7% 65+
Income ■ 32% Less than $35,000 ■ 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.
15 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
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
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.