Posts Tagged “Theme Parks”

Diane Knoepke Aug 11

Do Performance-related Rebates or Make-goods Make Sense for Sponsorships?

You probably saw the news reports about the 24 thrill seekers who got stuck on the Invertigo roller coaster at California’s Great America Theme Park in Santa Clara on Monday. After I watched some coverage and let the wave of sympathetic nausea wash over me, I started to think about how situations like this impact sponsors. According to, Coca-Cola and Almaden Press are currently Official Partners of the theme park. Most partnership contracts have the minimum liability clauses to protect sponsors from any forthcoming lawsuits. But in a pay-for-performance world, at what point should a performance-related rebate or make-goods take effect? This may be an unpopular question, as it is certainly not something properties want to think about. How does one anticipate, let alone prevent, such things from happening? As California Division of Occupational Safety and Health spokeswoman Erika Monterroza said of the coaster, “These are machines and they do break down” (Source: Contra Costa Times).  more

negotiating sponsorship ROI theme parks contracts

Diane Knoepke Jul 21

Partnerships as Product Development

According to, a new survey from Ipsos Marketing says over 80% of global consumers are interested in trying new food, beverage, household and personal products. In the face of unfavorable economic times, during which many companies cut back R & D spending, companies bold enough to launch something new have an audience. Seems to me that a few partnership teams got a jump on this insight by going beyond “traditional sponsorship” to create something new for consumers and/or business customers. Of course the technology space is chock full of inventions through partnership. To mention a few:  more

nonprofit sports theme parks activation

Diane Knoepke Jul 10

Where the Moms Are, Ideas Wait for You (Theme Park Edition)

Dear theme parks and sponsors who want to reach families with children: Moms (and Dads) have a message for you. Whether it’s a season pass to a nearby Six Flags or a pilgrimage to a Disney land or world, parents are online talking about how to take the family to an amusement park without asking for a loan from the kids’ piggy banks. And while they chat, they are laying out a wealth of information about the types of promotions and amenities that would succeed for sponsors and parks alike. A few examples, of many:  more

destination/tourism digital media how to get sponsorship malls/developments research selling theme parks activation


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