Dollywood
Located in Pigeon Forge, Tennessee, Dollywood is a theme park owned by country music singer Dolly Parton and the Herschend Family Entertainment Corporation. In addition to standard amusement park thrill rides, Dollywood features traditional crafts and music of the Smoky Mountains area. Dollywood also owns the adjacent Dollywood's Splash Country, and the chain of Dixie Stampede dinner theaters. The park hosts a number of concerts and musical events each year, including appearances by Parton and her family, as well as other national and local musical acts.
"We would highly recommend The TVX Group to any company looking to develop a sponsorship program. From building a base line of your marketable assets and their potential value to sponsors, to package development and account management, we have found their knowledge and experience to be unmatched."
Objectives
Dollywood, one of the nation’s most visited and beloved family themeparks, came to TVX seeking to increase income from sponsorship. In the first year of the relationship, TVX was tasked with generating an increase of nearly 100% in additional sponsorship income over the current revenue the park was booking from sponsorship.
Solution
After adopting the recommendations TVX made from Phase 1: Strategy and Valuation Services, TVX poured into the research phase of learning the Dollywood brand, its guests, operations, and culture.
TVX’s commitment is to first KNOW our client inside and out. This translates into a solid understanding of our client's business model and the goals and objectives of each key department from Marketing to Procurement and Operations.
Armed with the level of knowledge of our clients key leaders, TVX then sought to align our clients brand with other 3rd party consumer brands that espoused similar values, key target demographic objectives and was recognized as leader’s in their respective industries.
Next, TVX turned its RESEARCH based sales approach to several key brands that met or exceeded the brand alignment criteria developed by TVX in conjunction with our client. A methodical study was then started on this list of brands that included everything from dissecting the brand’s current financial position within their competitive set, to investigating the current and future products and services that truly drive the economic engine.
Last, TVX applied the findings of it’s prospect research to identify the prospects needs and objectives and to create a solution through a sponsorship program with Dollywood.
Result
A multi-year partnership was secured by TVX that resulted in a 600% increase in additional sponsorship income over the current revenue being generated from multiple sponsors that were in place prior to Dollywood hiring TVX.
