Carnegie Hall

Built in 1891, Carnegie Hall is one of the preeminent concert venues in the U.S., annually hosting more than 200 of its own events, more than 400 rental events, and approximately 700,000 attendees—including extensive education and community programs through Carnegie Hall’s Weill Music Institute.

Faced with significant changes in its programming, Carnegie Hall turned to ESP to help verify how much it was charging companies for various sponsorship opportunities.

ESP valued several of Carnegie Hall’s sponsorship opportunities, including season and event sponsor packages. ESP accounted for all the tangible assets, including ID in Carnegie Hall’s media buy, on-site visibility, sampling/display and VIP hospitality/tickets. ESP also reviewed and accounted for Carnegie Hall’s intangible benefits, such as prestige, recognizability, ability to activate, sponsor clutter and media coverage potential.

Results: ESP’s valuations provided Carnegie Hall with a better understanding of its value and helped put metrics and benchmarks behind its pricing. The valuations gave Carnegie Hall confidence when speaking with sponsor prospects, as well as with current sponsors, about renewals and price increases.

Although Carnegie Hall primarily has used the valuations internally, it has shared them with select prospects to help demonstrate Carnegie Hall’s commitment to sponsorship and to provide back-up for package pricing.

Carnegie Hall was most surprised by how helpful the process of working with ESP turned out to be. The information-gathering process informed conversations and processes within the organization, allowing the sponsorship team to more easily discuss sponsorship with internal colleagues in terms of value and to set expectations based on that value.

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