“Sponsor is not a dirty word. And I think that when it’s handled correctly, it can be very effective,” says Aaron Leeder, VP of Partnerships & Alliances at Pavilion

In this episode of The Content Cocktail Hour, Aaron Leeder, VP of Partnerships & Alliances at Pavilion, shares the art of balancing sponsorships with community building. Aaron explains how Pavilion prioritizes member-first values while creating meaningful partnerships with brands. He also explores the value of unique activations like salon dinners and the shifting impact of event sponsorships in cultivating genuine connections. From creative event strategies to building favorability within a community, Aaron highlights the importance of long-term relationship building in today’s marketing landscape.

In this episode, you’ll learn:

1. Why sponsorships can enhance both member and sponsor experiences
2. How to balance sponsorship revenue without compromising community values
3. The power of creative activations like dinners and social experiences

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Check out The Juice HQ: https://www.thejuicehq.com/

Connect with Aaron on LinkedIn: https://www.linkedin.com/in/aaronleeder/

Learn more about Pavilion: https://www.joinpavilion.com/

Timestamps:

(00:00) Intro

(01:13) Aaron’s unique path from music to partnerships at Pavilion

(05:29) Balancing member-first values with sponsorship strategies

(10:17) The ROI of creative activations like salon dinners

(14:42) Tips for maximizing sponsorships

(18:32) Creating amazing customer experiences through salon dinners

(20:26) Long-term thinking in sponsorship and relationship building