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READINGTON, N.J. — QuickChek Corp. will serve as title sponsor of the annual New Jersey Festival of Ballooning, the largest summertime hot air balloon and musical festival in North America, for the 24th consecutive year.
This sponsorship by the Whitehouse Station, N.J.-based convenience store chain is the longest-running sponsorship of any festival in the United States, according to sponsorship analysis firm IEG.
The 2016 New Jersey Festival of Ballooning in Association with PNC Bank will feature twice-daily ascensions of 100 balloons from around the world and include a major headlining concert series. It will take place July 29-31 at Solberg Airport in Readington. A record 175,000 people attended the 2015 festival.
"This annual event has an amazing impact on Hunterdon County's tourism industry," said New Jersey Lt. Gov. Kim Guadagno. "It is not surprising that the festival has been repeatedly acknowledged as a Top 100 Festival in North America by the American Business Association. I encourage both residents of New Jersey and surrounding areas to attend and experience this showcase event."
QuickChek's sponsorship of the three-day event has become a nine-month-long partnership, as the chain serves as the exclusive retail ticket outlet for the festival. This creates savings opportunities for consumers on food, beverages and festival tickets in the months leading up to the event.
"The balloon festival is our No. 1 branding event," stated QuickChek CEO Dean Durling. "It has proven to be a highly effective way to introduce consumers to our brand and deliver our message of providing restaurant-quality food and the best cup of coffee on the market at a great value, as well as our outstanding customer service. It truly is a showcase event for us."
In 2015, QuickChek used the festival to launch its new in-store Q Café on a large scale, as CSNews Online previously reported.
"QuickChek is an excellent example of how a company continues to connect with its customers, attract new ones and integrate all facets of its corporate mission," said Festival Executive Producer Howard Freeman. "We share many of the same beliefs, including a sense of serving our communities, which have made this a true partnership from the very beginning. Together we have been able to produce the greatest event of its kind in the world year after year."
QuickChek operates 142 stores throughout New Jersey, New York's Hudson Valley and Long Island.