READINGTON – The air may be going out of the New Jersey Festival of Ballooning.
The future of the event, which draws more than 100,000 on a July weekend to Solberg Airport, is in doubt without a title sponsor, according to Festival Executive Producer Howard Freeman.
QuickChek, headquartered in Whitehouse, had been title sponsor since 1993, but the convenience store chain is shifting its marketing focus to its new stores and a new digital consumer marketing program.
That leaves the festival, which has been held for 37 years, looking for a new sponsor.
"The festival has proven to be a showcase event for QuickChek, PNC and many, many other corporate partners, and perhaps more importantly as a showcase event for the State of New Jersey,” Freeman said. "We’re proud to have grown it into the largest event of its kind, but with the major concert headliners, the airport rent and the cost to physically create the festival space, along with the balloons, it’s a large seven-figure financial undertaking."
READ: NJ balloon festival is back for 37th year of music, family fun and mass ascensions
Time is running out for the festival to find a new sponsor.
"Frankly, we need a good corporate citizen to step up in the mid-six figure range by Jan. 31 in order to stage the event in July of 2020,” Freeman said. The 38th annual festival is scheduled for July 24-26.
Freeman said the event is a unique marketing opportunity for corporations.
“Today’s marketing is all about creating experiences for the consumer and we’re proud of the success we enjoy in doing so every year, whether it’s the uniqueness of the balloons in the sky, our concerts, product sampling or just the opportunities for families to spend the day together,” Freeman said. “We check all the boxes for a company to enjoy truly unique branded messaging and a quantifiable return on their investment in a rewarding and positive environment as our new title sponsor.”
The event is the largest summertime hot air balloon and music festival in North America. With up to 100 hot air balloons taking to the skies twice each day, a headlining concert series featuring Grammy Award-winning performers, and an aggressive marketing and public relations campaign, the festival attracted 169,500 people in 2019.
Freeman said the festival's location, midway between New York City and Philadelphia, generates wide exposure for the title sponsor.
In addition, the festival has raised more than $3 million for a wide variety of local charities and non-profits including children’s specialized hospitals over the past 27 years.
Staff Writer Mike Deak: 908-243-6607; mdeak@mycentraljersey,com
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NJ balloon festival may be grounded without new title sponsor - My Central Jersey
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