Five events to consider when targeting high-net-worth individuals
Looking to target the top 1% of wealth owners? If you have a spare five or ten million in your marketing budget, then perhaps Wimbledon or the British F1 may be of interest. For those targeting high-net-worth individuals on a more modest budget, we have compiled a list of five events to consider.
Glyndebourne and Holland Park Opera
Attended by culturally active ABC1 individuals residing in the Sussex countryside and the Royal Borough of Kensington and Chelsea. These intimate opera performances offer a unique opportunity to the right sponsor. The season runs from May to August, hosting between 50 and 80 performances. Unlike the larger Covent Garden-based Royal Opera House, Glyndebourne and Holland Park attract a higher consistency of HNW individuals.
The Boodles is not only the perfect English Garden party but the hidden gem of sporting events. This five-day tennis exhibition is situated in the beautiful grounds of Stoke Park in Buckinghamshire. Held in the week before Wimbledon, the event allows guests to watch some of the world’s top tennis players. as they warm up for the iconic British championship. Attendance is strictly limited to 1,900 people per day. The seating is designed so that no spectator is further than 10 metres from the grass court.
Hosted at the Royal Hospital Chelsea, Masterpiece London is an unmissable art fair where visitors can view and buy the finest works of art, design, furniture and jewellery - from antiquity to the present day. The fair offers an unparalleled opportunity for new and established collectors to discover exceptional works for sale from international exhibitors spanning every major market discipline.
As equally synonymous with royalty and wealth as opera, polo provides a more informal sponsorship opportunity. Arguably the pinnacle social event of the polo calendar is the Gold Cup at Cowdray Park in West Sussex. The event counts royalty amongst its exclusive spectators and participants. Approximately 450 matches are played during the season from April to September, with many followed by music and dancing lasting into the night.
The Goodwood House has become a world leader in modern and historic motor racing through its large-scale Goodwood Revival and Festival of Speed events. The events attract a large demographic of wealthy individuals making it a fantastic event for targeting high-net-worth individuals. However, sponsors wishing for an even more tailored and intimate affair should look to April’s Members' Meeting. The event provides a thrilling weekend of epic motor racing, high-speed track demonstrations and festivities. Uncrowded, with access to all areas, it is exclusively open to members of the Goodwood Road Racing Club community.
For more information on selecting the right sponsorship partner, consider our article Why you should always say no to the proposal that lands on your desk.