photograph by onne van der waal
WHAT IS THE ANTIGUA CLASSIC YACHT REGATTA? Antigua is a small island in the Eastern Caribbean, renowned for its 365 beautiful beaches, its friendly atmosphere – and its superb sailing conditions. As Wimbledon is to tennis and Monte Carlo to Formula 1, the Antigua Classic Yacht Regatta is considered to be the Darling of the global classic yacht circuit. Now in its fourth momentous decade, it is held each year in mid-April under the auspices of the Antigua Yacht Club. Against the unique historic backdrop of the UNESCO heritage site Nelson’s Dockyard, it comprises five days of superlative world class racing on the crystal clear Caribbean Sea in perfect trade wind conditions. It is an event that attracts participants and spectators alike: racing or just watching the remarkable variety of classic and traditional boats that take part is an unforgettable experience. From the Caribbean, Europe, the Americas and even further afield, these boats come to Antigua to enjoy the warm camaraderie that characterises this spectacular event: from nippy local working boats to stunning vintage restorations, from modern beauties built in the “Spirit of Tradition” to some of the world’s largest schooners and towering square-riggers, each and every one a true “classic”. Traditionally, Antigua is the last destination on the Caribbean Winter Regatta Season circuit. It is definitely the place to be at the end of April, where all boats gather for the final two major regattas before heading off to the Northern Summer Season and elsewhere.
photograph by cory silken
WHY SPONSOR IT? The Regatta has always been run largely due to the passion and good will of volunteers. However, it is thanks to the generosity of all our sponsors over the years that it has become the distinctive and successful event it is today and for which it enjoys a singular worldwide recognition. Association with the event and some of the world’s best sailors represents an exclusive cachet for all its sponsors for whom the kind of exposure offered will not only benefit sales of company products, but also provide networking and marketing possibilities, as well as exceptional opportunities for entertaining VIPs and other eligible parties.
WHAT ARE THE COSTS INVOLVED? These vary according to the status of each sponsor. The highest cash contribution is from the single Platinum sponsor (see Table below). There are generally two Gold sponsors and a number of Silver and Bronze ones, with unlimited Partners and Exhibitors. Additional expenses may include the provision of trophies, prizes, the sponsoring of individual Prize-Givings and events, parties, entertainment, yacht chartering, accommodation etc. Sponsorship may also be wholly or partly in the form of “in-kind” i.e. use of goods or services – for example, sponsoring free dockage for participating boats; providing shirts with sponsor logos to organisers and volunteers; complimentary champagne at the Ball; bottled water for racing boats.
WHAT EXPOSURE CAN BE EXPECTED? Reaching out to potential customers, which include classic yacht owners, skippers, crews, volunteers, spectators and the local population, including retail outlets, is done by: 1. Networking and marketing outreach during the lively, relaxed social schedule, including parties; for sponsors less interested in promoting sales of their products, promotion by association and the entertainment of VIP guests in exclusive locations and/or on boats owned by the sponsor(s) or specially chartered for the event; 2. Brand building and coverage via lounge areas and booths, banners, flyers, distribution of products, sponsorship of individual activities in the schedule of events, trophies and prizes; 3. Media coverage, both local and international.
1. NETWORKING AND MARKETING OUTREACH 1.1 Exclusive hospitality opportunities For Platinum and Gold sponsors, there are a number of five-star hotels at the very heart of all the yachting activity at which they may wish to accommodate and entertain VIP guests. These include the beautifully restored Copper and Lumber Store and the Admiral’s Inn, both in Nelson’s Dockyard, with The Inn just across the water from the latter. Parties and receptions are popular in these venues but also in historic Clarence House, recently refurbished by a superyacht owner as a way of expressing his gratitude to Antigua for his wonderful sailing experiences over the years. Much beloved by the UK Royal Family, Clarence House overlooks English Harbour and is the most prestigious locale for sponsoring private functions, such as the Owners’ Party. Fine dining is also available at various restaurants in the area. Other five star hotels, such as Curtain Bluff, Carlisle Bay and Nonesuch Bay are within easy motoring distance and the Antigua Yacht Club Marina (AYCM) Resort is right next to the Antigua Yacht Club, where much of the action takes place. Superb charter boats are also available for this type of social networking, offering both accommodation and a location for entertainment as well as allowing the dramatic first-hand experience of watching and following the racing at sea. Added attractions for VIP guests etc are extramural activities, such as snorkelling, diving, deep-sea fishing, hiking, horse riding, Steel Band at Shirley Heights (looking down on English Harbour) and island tours.
1.2 Sponsorship of individual events • Concours d’Elégance At this prestigious annual competition, yachts are judged on the dock for their condition and authenticity. This involves a donation of custom trophies plus a cash contribution and is an excellent way to become involved in the event at a high profile level and be involved in one of our Prize-Givings • On the ACYM Dock Providing free dockage to participating boats on a particular day(s) is always very popular and welcome; Subject to approval, sponsors are free to carry out marketing activity on this dock during the day, as long as this doesn’t interfere with the actual sailing/racing preparations of the participants. For example, free water and food distribution points at the beginning of the dock in the early morning; use of gazebos after races such as for champagne, beer, rum and other refreshments (Platinum, Gold and Silver sponsors).
photograph by cory silken
• Individual events programmed by the Regatta The Regatta’s own highly enjoyable schedule of activities and social events enables networking with the 600 or so owners, skippers, crews, volunteers and local dignitaries involved in the event. Sponsors can adopt an existing event, or organise their own social event that is free to participants and the local sailing/cruising community at the Regatta venue. Examples include: • Sponsored party with band on stage, food and selected drinks available, and raffle to win products/services from sponsor • Seminar, workshop or symposium on a chosen subject matter • Vintage Ball, Music Night/Open-Mic or themed party as chosen by sponsor • Sundowner/cocktail hour • Competition or contest whereby Regatta participants either partake in, jury or watch, such as a cocktail competition, quiz, best tattoo, best beard, tying a knot contest, tug of war or photo contest.
2. Brand building, hospitality and coverage 2.1. Exclusive hospitality The Platinum sponsor is entitled to an exclusive and comfortable hospitality lounge area on the Bridge Deck of the Antigua Yacht Club Events Centre and other places of their choosing throughout the event.
2.2 Special booths in key positions These are enjoyed by the Platinum and Gold sponsors
2.3 Use of physical promotional material • flags with the Platinum sponsor’s name on every participating boat: a stunning sight, especially on the dock, and an excellent photo-opportunity; • banners in strategic places for all sponsors (except exhibitors), size and placement depending on the sponsor’s status; • distribution of sponsors’ flyers and promotional products in all the skippers’ bags and elsewhere, subject to agreement; • recognition at Prize-Givings on the lectern and backdrop.
photograph by ted martin
photograph by cory silken
photograph by ted martin
photograph by ted martin
English Harbour and Nelson’s Dockyard, Antigua this image: View
from Shirley Heights over English Harbour and Nelson’s Dockyard with Falmouth Harbour in the distance. opposite, from the top: • English Harbour with the Superyacht Dock in the foreground • Yachts docked at the Antigua Yacht Club Marina • Clarence House • The pillars at the Admiral’s Inn, Nelson’s Dockyard
photograph by ted martin
3. Media coverage About 30 international media representatives also register each year to cover the event
3.1 Publications • The Antigua Classic Yacht Regatta Programme This unique 72-page publication is one of just a few produced by classic yacht regattas in the world. Increasingly popular over the years, it is now considered a collector’s item and has a farreaching global distribution and readership – a superb marketing tool that promotes sponsors with maximum coverage. Sponsors’ names are prominently displayed on the Front Cover. Sponsors also receive free ads and a company write-up, the order and size being according to their status. They may furthermore purchase additional advertising, such as the coveted outside Back Cover page, a position usually favoured by the Platinum sponsor, or increase their complimentary advertising or add an additional one.
3.2. International Press As well as advertisements promoting the event and publishing specially commissioned articles at its close, the highly acclaimed and widely read Classic Boat magazine, the Regatta’s official media partner, has a physical presence throughout the Regatta, as well as publicizing it on its website www.classicboat.co.uk. Other international publications, such as Classic Sailor, Yachting World, Sailing and Boat International also run stories related to the event – for example, the participation of Antiguans Shannon Falcone and Louis Sinclair, both America’s Cup sailors. All at Sea and Compass, in which the Regatta is also advertised, provide local Caribbean coverage.
3.3 Regatta Flyers From one year to the next, these are widely distributed at global key points and by our Roving Ambassadors (former and current experienced participants attending other regattas on the American and European circuits). Distribution begins during the last event and leading right up to the Regatta in question, thus distribution of flyers for the 2018 Regatta began during the 2017 event.
Dawn over Falmouth Harbour, Antigua photograph by ed whiting
3.4 INTERNET AND SOCIAL MEDIA • The Regatta’s website www.antiguaclassics.com is another major marketing tool; as well as prominently displaying sponsor logos throughout, it issues regular updates, Press Releases and Newsletters and includes an online version of the Regatta Programme available from February 2018; • The Regatta’s Press Office sends frequent Press Releases and Newsletters to an extensive mailing list and also posts them on social media such as Facebook and Twitter. Platinum and Gold Sponsors may request the Press Office to send special promotional emails to registered participants.
3.5 FILM AND VIDEO The regular screening of Co-Chairman Alexis Andrews’ award-winning film “Vanishing Sail”, in which the Antiguan Classic Yacht Regatta is significantly featured, continues to contribute appreciably to the promotion of the event.
Photo and video opportunities Unique and spectacular images and videos of stunning racing classic yachts are excellent corporate marketing occasions for Regatta sponsors, (especially when experienced first-hand!). The Platinum sponsor usually commissions their own photographer and their own video footage and sometimes their own boat. All sponsors are encouraged to arrange their own photo and/or video coverage or may do so through one of the many registered professional marine photographers who attend the event each year (the Press Office has this information) from whom images and footage can also be purchased directly.
• Examples of Regatta footage can be seen in the photo and video galleries on our website www.antiguaclassics.com and Roddy Grimes-Graeme’s www.acquafilms.com.
SPONSORSHIP OPPORTUNITIES FOR 2018 PRE-ExISTING EVENTS Wednesday 18 April 2018 • Free dockage to participating boats • Marketing activity on the dock • Welcome Party Thursday 19 April 2018 • Free dockage to participating boats • Marketing activity on the dock • Concours d’Elégance – Judging (morning) and Prize-Giving (evening) • Single-Handed Race (afternoon) • Vintage or Themed Costume Ball (Nelson’s Dockyard) friday 20 April 2018 – RACE 1 • Marketing activity on the dock • Single-Handed Prize-Giving (evening) • Evening Entertainment Saturday 21 April 2018 - RACE 2 • Free dockage to participating boats • Marketing activity on the dock • Evening Entertainment • Owners’ Party Sunday 22 April 2018 – RACE 3 • Free dockage to participating boats • Marketing activity on the dock • Parade of the Classics (Nelson’s Dockyard) • Vintage Car Show (Nelson’s Dockyard) • Afternoon and Evening Entertainment Monday 23 April 2018 – RACE 4 • Main Prize-Giving • Farewell Party Tuesday 24 April 2018 • Afternoon Gig Racing and Cream Teas (Nelson’s Dockyard)
photograph by cory silken
fOR fURTHER INfORMATION please contact our Sponsor Liaison Officers: Gilly Gobinet gillygobinet@me.com Tel. +1(268) 464 6084 Antigua, W.I Kristi Chesher chesherk@me.com Tel. +1(401) 662 3360 Newport, USA