Wawa, NBC, Live Nation to aid Philly's Welcome America shows
Week of July 4
Welcome America Inc. has stepped up itscorporate partnerships to "better compete" with rival summer festivals, and stretch the nonprofit's $2 million annual budget, says chief executive Jeff Guaracino.
- Wawa has signed a two-year renewable deal providing "cash, marketing, and events like Wawa Hoagie Day," to promote Welcome America at its stores in its five states and on social media, Guaracino told me. Wawa will make Welcome America tchotchkes (such as coffee holders), and sponsor free days at the Franklin Institute, National Constitution Center and a picnic at Franklin Square.
- Comcast NBC Universal is offering free broadcast, on demand and online programming of Welcome America events over the next few years, Guaracino said. Comcast consigliere David L. Cohen helped his then-boss, Mayor Ed Rendell, organize the first Welcome America in 1993.
- Live Nation-Ticketmaster, which has helped produce Welcome America artists for years, has stepped up to help sign artists for the show and aid marketing. "It's a robust partnership, like all our partnership. They work together," Guaracino added.
Welcome America Inc. calls the show the "largest free festival in America." The group expects 500,000 residents and visitors are expected at scheduled free events from June 27 through July 4.