Tandem Partnerships is the in-house sponsorship agency for PIER 39. Opportunities include long-term branding and corporate partnerships, event sponsorships, sampling, display and product introduction, as well as sponsorship of PIER 39 attractions.
Click here to inquire about sponsorship opportunities, or see below for more information.
Corporate Sponsorship Opportunities
Our Corporate Sponsors receive extensive and comprehensive year-round visibility and promotional exposure. We customize each partnership program to the individual partner’s needs in order to help our clients achieve specific marketing and sales goals.
Our partnership programs provide: category exclusivity, sales rights, on-site branding and promotional rights at PIER 39 and our business units, including Blue & Gold Fleet.
Corporate sponsorship benefits include:
- Promotional category exclusivity
- Inclusion in PIER 39 collateral and signage
- Event sponsorship
- Ongoing sampling opportunities
- Inclusion in event-related advertising and hospitality
- Website inclusion
- Media tie-ins
- Co-marketing promotions
- Free parking
- Employee discounts
- Sales rights
- Public relations support
Join our proud sponsors:
Event Sponsorships
The PIER’s diverse calendar of events reaches key demographic segments including Bay Area residents and visitors. Event sponsors derive benefits throughout the promotion. Event marketing programs are customized to fit each sponsor’s needs and objectives. Event sponsorship benefits include:
- Promotional category exclusivity
- Inclusion in event-related advertising
- On-site signage
- Booth space to sample/display
- Hospitality
- Sales rights
- Website inclusion
- Public relations support
Click here to inquire about event sponsorship opportunities.
Events at PIER 39
SEA LION ANNIVERSARY
January
Estimated Attendance: N/A
PIER 39 commemorates the anniversary of the sea lions’ arrival to PIER 39 in January. The sea lions’ anniversary is always a special event for PIER 39, as these playful mammals entertain and delight both our guests and the PIER 39 staff year-round.
Target demographic: PIER 39 visitors, families, children and Bay Area residents
TULIPMANIA
February
Estimated Attendance: 10,000
PIER 39 presents its popular Tulipmania Festival, showcasing thousands of tulips in full bloom throughout both levels of PIER 39. It’s the largest tulip display in Northern California! Features on-PIER promotional activities and hospitality.
Target demographic: Women, seniors and PIER 39 visitors
PIER 39’S 4TH OF JULY CELEBRATION
July
Estimated Attendance: 200,000
PIER 39 celebrates Independence Day with fun and excitement for the whole family. Dance the day away with live entertainment in the PIER 39 Entrance Plaza. When the sun goes down, visitors will be treated to The City of San Francisco’s spectacular fireworks display over the Bay!
Past sponsors include: GEICO, Coca-Cola, Crystal Geyser ALPINE SPRING WATER, Dreyer’s Grand Ice Cream, San Francisco Chronicle/SFGate.com, Telemundo and Verizon Wireless.
Target demographic: PIER 39 visitors, families and Bay Area residents
FLEET WEEK
October
Estimated Attendance: 200,000
Fleet Week is the Bay Area’s opportunity to pay tribute to the men and women of our nation’s armed forces. This spectacular event features a parade of ships, ship tours, military displays, an impressive air show and more. Throughout the weekend, PIER 39 will host musical entertainment in the Entrance Plaza. Also, check out all the great military exhibits that will be on display.
Past sponsors include: Land Rover, Coca-Cola, Crystal Geyser ALPINE SPRING WATER and Verizon Wireless.
Target demographic: PIER 39 visitors, Bay Area families, corporate executives and dignitaries
Outdoor Advertising
PIER 39 offers several opportunities for increasing brand awareness through prominent, effective advertising at multiple high-traffic locations. For more information about outdoor advertising opportunities at PIER 39, contact Tamara Goddard Swager at tamara@tandempartnerships.com or 415.705.5500.
Parking Garage Billboard
- 32 feet high by 18 feet wide
- 576 square feet
- Located at the busy intersection of Bay and Powell Streets
- Facing Pier 41 and the eastern end of Fisherman’s Wharf
- Pier 41 is the center to both commuter ferry service and Bay cruises
Parking Garage Beam
- Multiple signage opportunities per garage floor
- Sizes range from 70″ x 30″ to 60″ x 24″
- Price varies by schedule, season and quantity
Backlit Duratrans
- Two sizes available in the PIER 39 Garage
- Price varies by schedule, season and quantity
Parking Garage Elevators
- Five locations in each elevator (size 22″ x 28″)
- Price varies by schedule, season and quantity
Parking Garage Stairwell
- 70″ x 30″ advertising on Levels 2, 3 and 4
- Price varies by schedule, season and quantity
Parking Garage Floor Decals
- Outdoor branding on Levels 2, 3 and 4; up to four decals per floor
- Price varies by schedule, season and quantity
Vertical Banners
- PIER 39 offers outdoor branding, such as these banners seen here (2.5′ x 6′)
- Bid based on project
PIER 39 Flags
- PIER 39 offers outdoor branding on our Entrance Plaza and Bay End flagpoles
- Price varies by schedule, season and quantity
Sampling & Experiential Marketing
PIER 39 provides an ideal opportunity for clients to sample or demonstrate their new product or services. Branding and promotional activities at PIER 39 enable clients to interact with potential customers in a high-traffic location. Sampling programs are customized to fit the needs of the client.
Click here to inquire about Product Sampling & Experiential Marketing opportunities.
Below are a few examples of successful promotions at PIER 39:
TRAVEL NEVADA
Products Promoted: Vacation options in Nevada
Summary of Promotion: Travel Nevada brought PIER 39 guests a two-minute virtual reality experience to promote travel options in the neighboring state of Nevada. The VR experience promoted the state’s natural beauty and attractions beyond Las Vegas.
Activation Location: Old Center Stage, mid-pier at PIER 39
Benefits:
-High foot-traffic area with dedicated traveler base
-Engagement and promotion with PIER 39 visitors
-Promotion through e-blasts and social media engagement and promotion with PIER 39 visitors
SHARE AN ICE COLD COCA-COLA
Products Promoted: Personalized Coca-Cola cans and various Coca-Cola brand flavors
Summary of Promotion: Coca-Cola returned to PIER 39 in a reboot of 2015’s popular “Share A Coke” tour with new names and approval privileges added. Visitors were able to leave the activation with two personalized mini Coke or Coke Zero cans, pose for a photo in front of the “Share an Ice Cold Coke in San Francisco” (or California) banner, and taste test a multitude of Coca-Cola brand flavors.
Activation Location: PIER 39 Entrance Plaza
Benefits:
-High-interest event with a huge audience
-Promotion through e-blasts and social media
-Interactive kiosks for visitors to design their personalized cans of Coca-Cola
UNITED AIRLINES PLAYOFF TAKEOFF WITH THE GOLDEN STATE WARRIORS
Products Promoted: United Airlines tickets and Golden State Warriors playoff tickets
Summary of Promotion: This exciting event featured “court-side” programming, branded premium items and a special appearance by two members of the Golden State Warriors Dance Team. Visitors had the opportunity to enter to win United Airlines flight vouchers or Golden State Warriors home playoff tickets.
Activation Location: PIER 39 Entrance Plaza
Benefits:
-Iconic location with plenty of foot traffic
-Diversity of space and flexibility of placement for fan promotion
-Promotion through e-blasts and social media
ENJOY LIFE FOODS
Products Promoted: Enjoy Life Foods brand healthy snacks
Summary of Promotion: Visitors were able to try Enjoy Life Food samples, including vegan cookies, crackers, chips and bars, as well as find locations to purchase product. Due to the location of the promotion, Enjoy Life was able to promote to the numerous attraction-goers at both PIER 39 and Pier 41, including the Blue & Gold Fleet, Blazing Saddles bicyclists and those on foot.
Activation Location: Pier 41
Benefits:
-Easy-to-access location with high levels of foot traffic
-Promotion through e-blasts and social media
-Exposure for new products
WELLS FARGO FOOD BANK
Products Promoted: Food Bank and monetary donations through Wells Fargo’s Holiday campaign
Summary of Promotion: Wells Fargo stopped by PIER 39 during the holiday season to promote the season of giving through their branded Food Bank trailer. The onsite team took both non-perishable and monetary donations to benefit the local food bank as part of a national campaign. The activation took place in PIER 39’s West Park, near the Blue & Gold Fleet berths.
Activation Location: PIER 39 West Park
Benefits:
-Ideal location with high foot traffic just across from parking garage and in between PIER 39 and Blue & Gold Fleet ticketing and boarding area
-Exposure for giving campaign, successful due to the multiple ways to contribute
CAPITAL ONE ROADSHOW
Products Promoted: Newly-opened Capital One Café (Denver) and financial services
Summary of Promotion: In celebration of the opening of the Capital One Café in Denver, the Capital One Roadshow was brought to PIER 39 East Park to empower people to feel confident in their relationship with money. Through a free 20-minute interactive immersion, Roadshow participants were able to uncover the financial behaviors that best matched their value system.
Activation Location: PIER 39 East Park
Benefits:
-Large activation footprint available to serve a high number of participants
-Exposure for new products
-Interactive kiosks for visitors to discover their financial behavior matches
SANPELLEGRINO
Products Promoted: Sanpellegrino Beverages
Summary of Promotion: Sanpellegrino came to PIER 39’s Wyland Wall, located just outside of the PIER 39 Parking Garage. The activation featured two vending machines filled with new products for the enjoyment of PIER 39 visitors and passerby.
Activation Location: Wyland Wall, PIER 39
Benefits:
-Ideal location with high foot traffic
-Exposure for new products
Sponsors
We invite you to join our group of elite Corporate Sponsors:
Coca-Cola
Coca-Cola is the Official Beverage of PIER 39. It is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverages, producing nearly 300 beverage brands. As the ubiquitous beverage brand, Coca-Cola has a passion to quench the thirst of its billions of friends around the world. As a partner of PIER 39 since 1991, Coca-Cola has been aggressively activating its partnership through retail promotions, on-PIER point-of-sales and sampling programs to constantly enhance the visitor experience and associate Coca-Cola with that memorable occasion. smartwater, a water brand owned by Coca-Cola, is the Official Water of PIER 39. It is featured throughout the PIER and has activated its partnership through on-site sampling events each year, along with naming rights for the performer’s stage at the Bay End of PIER 39. Click here for more information about Coca-Cola. Click here for more information about smartwater.
Nestle Dreyer’s
Nestle Dreyer’s is the Official Ice Cream of PIER 39. Founded in 1928 in Oakland, CA, Dreyer’s Grand Ice Cream is the leading premium ice cream brand in the United States. In 2006, Dreyer’s became a wholly-owned subsidiary of Nestlé and now offers a range of branded ice cream products including Dreyer’s and Edy’s, Häagen-Dazs’, Nestlé frozen snacks, and Starbucks’ ice cream and frozen snacks. With a longstanding partnership with PIER 39 since 1994, Dreyer’s has successfully leverages this venue by selling their products to the millions of visitors who frequent the PIER each year. In 2009, Dreyer’s remodeled the PIER 39 Scoop Shop to create a Dreyer’s Grand Ice Cream flagship store at PIER 39. Click here for more information about Dreyer’s Grand Ice Cream.
Venue Visitor Profile (Pre-Pandemic Information)
PIER 39 San Francisco Visitor:
PIER 39 is San Francisco’s most-visited attraction with approximately 15 million visitors in 2017.
- 59.2% of all visitors to San Francisco, visit PIER 39
- Average Household Income: $94,594
- Average Age: 41
- Average Length of Stay: 3.8 hours *
- College Educated: 59.4%
- Male: 51.2% Female: 45.9%
- Domestic Visitors: 53%
- Domestic Visitors from California: 39.5% with 22% coming from Northern California
- International Visitors: 47%
Sources: San Francisco Travel Association 2017 San Francisco Visitor Profile conducted by Destination Analysts; *PIER 39 Research Study Summer 2016 conducted by Destination Analysts
Contact
Tamara Goddard Swager
Vice President, Business Development
tamara@tandempartnerships.com
Phone: 415.705.5500
Fax: 866.611.2703
Joe Bowie
Account Executive
jbowie@tandempartnerships.com
Phone: 415.639.0023
Fax: 866.611.2703