READINGTON – After nearly three decades with Central Jersey's largest summertime festival, QuickChek will depart as title sponsor of the New Jersey Festival of Ballooning.

The balloon festival made the announcement of its search for a new title sponsor on Tuesday as QuickChek begins changing its marketing strategies.

Howard Freeman, executive producer of the festival, said QuickChek has been the title sponsor since his team took over the event 27 years ago — a partnership that he said lasted "three times longer than my first marriage."

"Anytime you break up with something after 27 years it's going to be a bit of an awakening," Freeman said. "All good things come to a middle, that's where we are now, and I'm incredibly energized to meet with some new companies who understand what this opportunity could be to create a new festival with them in their image."

QuickChek will look to remain part of the festival but "is creating an opportunity for the event to continue its growth and search for a new title sponsor," according to a release.

More than 100,000 people annually attend the event, held for the past 27 years on the last full weekend of July.

“The Festival has been a showcase event for us for 27 years,” QuickChek CEO Dean Durling said in the release. “It has allowed us to deliver our message of providing restaurant-quality fresh food at a great value, of having the best cup of coffee in the market, and demonstrate the pride and commitment we have in caring for our customers and our communities.”

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Durling said QuickChek is "proud of the role we’ve played, but as we focus on our new stores, the time is right for someone else to enjoy the success we’ve had as its title sponsor.”

Freeman said he is looking for a new title sponsor that is "probably New Jersey-based, but it doesn't have to be" and that can reap a benefit the benefit of being between the markets of New York City and Philadelphia, understands the economic impact the festival has on New Jersey, supports nonprofits and is eager to grow the festival.

The festival has an economic impact of $52.4 million, according to the release, and has raised more than $3 million for local charities and nonprofits.

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Freeman said the return on investment for the title sponsor is "astronomical."

The festival has grown to become one of the largest summertime hot air balloon and music festivals in North America and featuring up to 100 hot air balloons taking to the skies twice each day and a headlining concert series featuring Grammy Award-winning performers.

The festival attracted 169,500 people in 2019, according to the release.

Anyone interested can contact Freeman at 973-882-5464 or hfreeman@balloonfestival.com.

Staff Writer Nick Muscavage: 908-243-6615; ngmuscavage@gannettnj.com.