MoMA Mixx Sponsorship Proposal

Recently I commented on MoMA Mixx and mentioned that they are looking for sponsorship for their new dance party series. I also posted several times about moving away from lists of benefits and working with prospects to craft mutually beneficial packages.

After I read the MoMA Mixx proposal for sponsorship, I decided to look at this through the eyes of a sponsor. First, here is the MoMA Mixx proposal:

"Beginning this fall, The Museum of Modern Art will be host to the premier art and music party series in New York City. MoMA MiXX, presented by The Junior Associates in association with Flavorpill, will pair major artists with world-class musicians or DJs. At each dance party, both the DJ and the artist will spin a set of music that has been influential in their lives and work—a “MoMA mix” that will be available for download on the Museum’s website. Proceeds will support exhibitions at MoMA.

WHAT: Attendees will include contemporary art lovers; people from the art, fashion, and music industries; and other young artists and professionals. Some 1,500 guests are expected for each event.

Musicians, DJs, and artists under consideration to perform include:
Marina Abramović, Laurie Anderson, Matthew Barney, Beck, Sanford Biggers, Björk, David Bowie, Tracey Emin, Brian Eno, Terence Koh, Rachel Harrison, Spike Jonze, Nate Loweman, Steve Martin, Takashi Murakami, Adam Pendleton, Lou Reed, Stefan Sagmeister, Russell Simmons, and Cindy Sherman.

WHERE: The Museum of Modern Art

WHEN: Kickoff Event: Saturday, September 26, 2009 8:00 p.m.–midnight
The inaugural year of MoMA MiXX will include two additional events, dates to be determined in late winter and spring.

OPPORTUNITY: Lead sponsor at $75,000 per year; other levels available

SPONSORSHIP BENEFITS
•Sponsorship credit on related invitations
•Sponsorship credit in any related advertising
•Sponsorship credit in related signage
•Sponsorship credit on MoMA website
•Sponsorship credit on press release
•Select number of complimentary tickets to each event
•Opportunity to create promotional material in consultation with MoMA to generate visibility in connection with the sponsorship
•Additional privileges to be determined with the sponsor"

This is what I see as typical corporation ABC:

- $75,000 for three events
- 3 events, first event is on a Saturday so my employees and clients who don't live in the city may not attend.
- 1,500 expected who are willing to pay $75
- How is this different than any other music series?
- Musicians, DJ's and artists haven't been finalized
- Tone: Open bar, dance party
- MoMA, great brand
- In association with Flavorpill, which I assume will give me a larger network to tap into
- Need to know more about advertising, marketing and publicity plan
- Is there a plan for social media?
- What is the plan to keep momentum going on this series?
- What kind of signage and where?
- Site stats, demographics?
- What does credit on the site mean? If a link, it's not worth anything to me
- Can we build out a mini-site?
- How many complimentary tickets will I get?
- How many invitations will go out? Email or Printed?
- If they do get 1,500 per series, that is roughly $16.50 per person
- Can my company have exclusive access to the artists/musicians? Possibly pre-event?
- Can I have a VIP area for my company?
- How can I spin this as a way to "give back to the community" as opposed to throwing a party?
- Why was this created? Did members ask for it? I'm looking for passion points and ways to add value to the customer experience.
- Would I be the exclusive sponsor?

As you can see, there are many questions that need to be answered and some of them show that corporation ABC may not understand the value of this offering.

By titling this as a "proposal" it is likely that prospective sponsors will view this as the same old pitch (they all sound alike) that doesn't offer a solution or meet their goals.

The proposal doesn't address the unique value proposition and because they state the price upfront, it allows the prospective sponsor to immediately put a cost per person on the series.

The real opportunity: The series isn't fully developed so there is a huge opportunity to craft something spectacular and unique that will deliver value for MoMA, the sponsor and the participants.