Village will likely rehire firm to obtain Northwest Fourth Fest sponsorships

Hoffman Estates’ decision last year to hire a marketing firm to recruit sponsors for the Northwest Fourth Fest led to a $28,000 net gain for the village, officials said this week.

Now they’re planning to rehire the firm for 2014, with high hopes the company will bring in even more money.

Assistant Village Manager Mark Koplin said for the 2013 fest, Front Row Marketing brought in about $35,000 in sponsorships and received a 20 percent commission from that amount. He said the company fell short of their $40,000 to $50,000 goal, which they plan to aim for again for 2014.

But village officials were still pleased with Front Row’s performance. While meeting as the finance committee on Monday, village trustees unanimously agreed to send another contract with the company to the full board for a vote.

“We’re hoping they’ll do even better,” Koplin said. “Hopefully they’ll get the same people back and get more.”

Front Row solicits sponsorships on behalf of the Sears Centre Arena, where the festival is held, under its contract with the village. Some sponsors from the 2013 festival included Kia, Carter’s, ComEd and US 99.5.

The two-year-old festival is funded by several different sources, including the village’s general fund; contributions from Hanover Township, Hanover Park and Elgin; food vendor fees; beverage sales; carnival revenue sharing; craft fair fees; and donations.

Historically, donations have been solicited by the 4th of July Commission via a general appeals letter, direct request for sponsorship of an activity, such as pony rides sponsored by the local library, and in-kind donations.