2013 Sturgis Buffalo Chip Event Summary

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2013 Sturgis Buffalo Chip Event Summary

  1. 1. STURGIS BUFFALO CHIP ® EV EN T SUMMAR Y
  2. 2. MORE THAN A FESTIVAL– IT’S FAMILY www.lichterphoto.com Motorcycle family members from more than 18 countries and all 50 states journeyed home to the Sturgis Buffalo Chip® in 2013 for nine action-packed days of music, motorcycles, freedom and camaraderie. With more concerts, events and entertainment than ever before, the 32nd annual party at the Largest Music Festival in Motorcycling™ blew past previous attendance records. Moreover, the festival played an integral role in the Rally’s sustainability by injecting millions into the local economy. The Chip® also set new standards in media exposure and corporate partnerships with its unrivaled atmosphere and ability to attract a worldwide audience. As one of motorcycling’s best-known brands, the Sturgis Buffalo Chip was selected as the backdrop for three one-hour long network television specials by My Tupelo Entertainment and the CMT Network. The programs showcased the rock and rumble of the Sturgis Buffalo Chip and the state of South Dakota to over 90 million homes nationwide. The dedicated and professional staff at the Buffalo Chip works hard to improve on a successful formula with each passing year. The goal is to provide Chip-loving fans with an incredible experience that allows them to lose their inhibitions, celebrate their lives and create memories that will last a lifetime. 2013 can only be described as epic. Buffalo Chip fans not only threw down, they gave back—raising over $117,000 for local Black Hills charities. www.lichterphoto.com ATTENDANCE: 467 ,338 ATTENDED THE STURGIS RALLY IN 2013 IMPRESSIONS: 2.1 Billion GENERATED BY THE BUFFALO CHIP IN 2013 CHARITY FUNDS RAISED: $1 ,000 17 RAISED BY THE BUFFALO CHIP IN 2013 ©2013 Buffalo Chip Campground, LLC. 3
  3. 3. 2013 CHIP HIGHLIGHTS EPIC EXPOSURE: Seen worldwide by millions, the Sturgis Buffalo Chip is an experience that media outlets want to share with their audiences. The brand succeeded in generating enormous amounts of media exposure with inclusion on the CMT Network, the Travel Channel and Velocity TV. In addition, the Buffalo Chip appeared in many top motorcycling publications including American Iron, Hot Bike, Motorcycle-usa.com and Cyril Huze Blog. AS SEEN ON 4 ©2013 Buffalo Chip Campground, LLC. ENGAGING EVENTS: The Sturgis Buffalo Chip builds brand value and fan engagement by producing and hosting a complete schedule of signature events. This includes the Motorcycles as Art Exhibition, Rat’s Hole Custom Bike Show, Rumble in the Hills Pro Hill Climb, Victory Owners Sturgis Ride and Party and Indian Motorcycles Night. LASTING LEADERSHIP: The Chip is as passionate about creating a positive local impact as it is about throwing the largest biker party on the planet. Since 2008, the Buffalo Chip has contributed more than $400,000 to Black Hills charities, both in support of area youth and preservation of motorcycle history. www.lichterphoto.com www.lichterphoto.com WORLD-CLASS CONCERTS: No other concert venue in the world can match the unique rock and rumble of the Buffalo Chip music experience. Massive crowds enjoyed nine unforgettable nights of live performances from Kid Rock, Toby Keith, The Doobie Brothers, Halestorm, Rob Zombie, Lynyrd Skynyrd, ZZ Top and many more! Paul Teutul Sr. – Orange County Choppers photo courtesy Jeff Cochran www.speedkingphoto.com
  4. 4. photo courtesy David Shelleny OUTSTANDING OUTREACH: The Sturgis Buffalo Chip works closely with media partners across multiple channels to educate, inform and entertain Rally goers on a year-round basis. Using both proprietary and partnership strategies, The Chip’s outreach efforts delivered impressive amounts of owned and earned media that kept fans connected, engaged and energized throughout the motomusic fest. POWERFUL PROMOTIONS: Fans love what stimulates, excites and entertains them. We reach our target audience by building activations that drive awareness, engagement and loyalty. This is exemplified by our Sturgis Rider Sweepstakes®—which gives one lucky Buffalo Chip fan a matching Victory motorcycle and Epiphone guitar—and our Poster Model Search Competition and Ultimate Trip to the Chip. IDEAL INFLUENCERS: The Chip goes out of its way to equip celebrities, opinion leaders and media with the means to influence others about its brand experience. Paul Teutul, Sr. of Orange County Choppers, Mike Wolfe of American Pickers, film star R. Lee Ermey and the entire Ness family all share authentic passions for the Sturgis Buffalo Chip. This makes them HUGE advocates for the brand. PRODUCTIVE PARTNERS: The world’s best-known brands take the Buffalo Chip to new heights by extending its reach and influence and enhancing its fan experience. Blue chip companies like Anheuser-Busch, Epiphone Guitars, GEICO Insurance, Jack Daniels, Red Bull, Indian and Victory Motorcycles are just a few of the corporate sponsors that help make the Sturgis Buffalo Chip the most iconic experience brand in motorcycling. THE ICON OF THE MUSIC AND MOTORCYCLE LIFESTYLE. HELPING BRANDS CONNECT TO A WORLDWIDE AUDIENCE. 6 ©2013 Buffalo Chip Campground, LLC. ©2013 Buffalo Chip Campground, LLC. 7
  5. 5. OCCUPATION EDUCATION 18% 34% 9% 34% 5% 6% BACHELOR’S DEGREE SOME COLLEGE 5% 26% 21% GRADUATE DEGREE 9% HIGH SCHOOL 15% LESS THAN HIGH SCHOOL 8% 0 5 10 15 20 25 30 35 40 10% PROFESSIONAL/TECHNICAL 26% MIDDLE MANAGEMENT 9% UPPER MANAGEMENT/EXECUTIVE 10% CLERICAL/SERVICE WORKER 8% TRADESMAN/LABORER 15% SELF-EMPLOYED/BUSINESS OWNER 21% RETIRED 6% STUDENT 5% TRIPS TAKEN PER YEAR 75% | 2 TO 5 TRIPS PER YEAR GENDER 63% MALE AGE 37% 1% 10% 22% 25% 26% 13% 2% 1% FEMALE -19 19-24 25-34 35-44 45-54 55-64 65-74 75+ 9% 29% 16% 46% 0–2 29% 3–5 46% 6–8 16% 9 PLUS 9% PASSPORT: 57% YES | 43% NO INCOME 59.6% $50K–$150K Motorcycle family members from18 countries and all 50 states journeyed home to the Sturgis Buffalo Chip® in 2013. Our customers are very loyal and passionate consumers. They are heavy users of travel products, home improvement products, recreational-outdoor products and of course, motorcycles, parts and accessories. CENSUS DIVISION 29% 17% 18% 8% 9% 3% 3% 8% 5% WEST NORTH CENTRAL MOUNTAIN EAST NORTH CENTRAL WEST SOUTH CENTRAL PACIFIC NEW ENGLAND EAST SOUTH CENTRAL SOUTH ATLANTIC MIDDLE ATLANTIC 0 5 10 15 20 25 30 35 40 *Sources: 2011 Sturgis Buffalo Chip Marketing Survey 2009 Sturgis Motorcycle Rally Visitor Analysis DWELLING TYPE 22% 78% RENT: 22% | OWN: 78% 8 ©2013 Buffalo Chip Campground, LLC. ©2013 Buffalo Chip Campground, LLC. 9
  6. 6. ONSITE AUDIENCE: The Sturgis Rally is the largest event for motorcycle enthusiasts in the world, and in 2013 it ushered in an estimated 467,338 attendees. The Buffalo Chip pulled out all the stops and welcomed these attendees home as multi-day campers, concert goers and shoppers at its free-access CrossRoads destination. 10 ©2013 Buffalo Chip Campground, LLC. EARNED MEDIA: As the moto-melting pot and entertainment hub of the Rally, the world’s media couldn’t get enough of the Sturgis Buffalo Chip. Heightened publicity efforts, national broadcasts, editorial coverage and social media produced on an inescapable 1.53 billion audience impressions. This made the Chip the most widely televised, reported and talked about celebration in motorcycling. OWNED MEDIA: The Sturgis Buffalo Chip owns and controls the largest proprietary marketing and content platforms of the Rally. The brand engages and interacts with its audience year-round with its online properties including official website, mobile site, e-newsletter, blog and social media. These online assets, in addition to its flagship print publication, promotions and events, produced over 455 million audience impressions on a 12-month basis. PAID MEDIA: The most effective way to reach your target audience is to deliver your message in the print and online publications they read, the television and radio stations they tune in to and the roads they travel. The Chip works closely with the top local, regional and national outlets on media buys, partnerships and sponsorships. This accounted for over 127 million audience impressions, making sure the good Sturgis Chip word was heard loud and clear. ©2013 Buffalo Chip Campground, LLC. 11
  7. 7. LEGENDS RIDE ® The Sturgis Buffalo Chip’s Legends Ride is all about promoting South Dakota and showcasing the generosity of motorcyclists to a worldwide audience. The sixth annual charity ride brought together record numbers of celebrities, business leaders, media and riders from around the world, who raised $81,490 for the Black Hills Special Olympics and the Sturgis Motorcycle Museum & Hall of Fame. STUDENT BUILD CHALLENGE ™ The Buffalo Chip continued to fuel the passion for motorcycles in local youth with its fourth consecutive Student Build Challenge bike build. Under the instruction of industry veterans, Keith Terry and Randy and Nick Cramer, students from Sturgis Brown High School designed, built and customized a stock Harley-Davidson. The bike won several awards at the nation’s top bike shows and was featured in the July 2013 issue of American Iron Magazine. Special thanks to these industry-leading parts sponsors: www.lichterphoto.com JOIN US FOR THE RIDE THAT ROCKS® – MONDAY, AUGUST 4, 2014! 12 ©2013 Buffalo Chip Campground, LLC. Arlen Ness Enterprises Baggster Black Hills Plating & Polishing CP Carrillo Dakota Digital, Inc. Danny Gray Seats Diamond Fasteners Dimension Custom Paint & Body Feuling Parts Handy Industries Hawg Halters, Inc. Hawg Wired, Inc. Hot Leathers Kicker Audio Legend Suspensions Paul Yaffe’s Bagger Nation R.C. Components Sinister Industries Thunder Cycle Design Thunder Max Performance Trask Performance Vee Rubber America, Inc www.kevineilbeck.com Special thanks to Black Hills Harley-Davidson for sponsoring a stock Road King for the 2013 build. ©2013 Buffalo Chip Campground, LLC. 13
  8. 8. BIKER BELLES CELEBRATION ® The Sturgis Buffalo Chip’s fifth annual Biker Belles Celebration, held Tuesday, August 6, was a day of real women, real stories and real fun. The 2013 celebration was a smashing success. The event not only hosted record numbers of women riders, it increased its charitable contributions by over 150 percent. Biker Belles raised a total of $37,401.50 for Helping with Horsepower and the Sturgis Motorcycle Museum & Hall of Fame. ® JOIN US FOR A DAY OF REAL STORIES, REAL WOMEN AND REAL FUN – TUESDAY, AUGUST 5, 2014! 14 ©2013 Buffalo Chip Campground, LLC. BIKER BELLES BIKE BUILD ® The 2013 Biker Belles Celebration was highlighted by a special live auction of a Jessi Combs-customized Softtail Slim, generously donated by Bruce Rossmeyer’s Daytona HarleyDavidson. Designed specifically for a woman’s riding needs, the bike was customized by Jessi on two episodes of All Girls Garage and later featured in IronWorks magazine. Special thanks to these industryleading parts sponsors: Avon Tyres Impact Gel Klockwerks Kustom Cycles Legend Air Suspension LGE&CTS Magnaflow PPG Paint Ride Wright Wheels. Teresa Contreras Jessi Combs – All Girls Garage Special thanks to Bruce Rossmeyer’s Daytona Harley-Davidson for sponsoring a stock Softail Slim for the 2013 build. ©2013 Buffalo Chip Campground, LLC. 15
  9. 9. SUCCESS “ CLIENT This year, Epiphone has been celebrating our 140th Anniversary and the 2013 Sturgis Buffalo Chip Rally was truly a highlight of an amazing year that has given us the opportunity to consider our past and plan for tomorrow. Sturgis and Epiphone have a lot in common. We both have a long history of being part of American culture and inspiring our loyal fans in the U.S. and throughout the world. I think our brands have a long future ahead of us. And we’re already planning for next year’s Rally. We can’t wait. ~ Jim Rosenberg – President of Epiphone ” CHALLENGE: Leverage the history and passion of the Rally and the Sturgis Buffalo Chip to unveil the all-new lineup of 2014 Indian Chief motorcycles. IGNITION: Mike Wolfe – American Pickers Create and execute an integrated non-traditional campaign to capture the hearts and minds of Indian Motorcycle’s core consumers and segments. Waves of Indian brand activations sought to generate buzz, cater to the press and make the American brand and products the new choice for motorcycle consumers nationwide. photo courtesy Don Crawford RESULTS: Highlighted by a historic unveiling in Sturgis at the beginning of the week and a party at the Buffalo Chip at the end, the activation served as a catalyst for driving overwhelming amounts of awareness, credibility and exposure to both Rally goers and extended audiences. 16 ©2013 Buffalo Chip Campground, LLC. CHALLENGE: Increase online and social engagement on Epiphone’s website, blog and social media channels by leveraging the fun and excitement of the Sturgis Buffalo Chip experience. IGNITION: Epiphone’s tenacious team was able to deliver rich, meaningful content to its extended audience, as well as connect with fans onsite. In addition to online fan favorites like artist interviews and celebrity shout outs, the brand increased traffic online by chronicling their experience with daily photo and video blog posts throughout the entire nine-day festival. RESULTS: “ 2013 was a critical year for Indian Motorcycle. The launch of the new Indian Chief had to rely on history, as well as a strong sense of the future. The Buffalo Chip played an important part of our relaunch and was absolutely willing to assist wherever needed. That team gets it. ~ Robert Pandya – External Relations Manager, Indian Motorcycles The brand’s social properties saw significant shifts in viewership and interaction. Millions of consumers viewed and engaged with social content generated from the festival which allowed Epiphone to create an authentic connection online through real world entertainment and shared experience. ©2013 Buffalo Chip Campground, LLC. 17
  10. 10. CHALLENGE: Increase leadership and advocacy through waves of Budweiser brand activations based around the fun and excitement of the Sturgis Buffalo Chip experience. Leverage the Sturgis Buffalo Chip marketing platform as well as its onsite audiences to drive awareness of the Bike Week series on Country Music Television. IGNITION: IGNITION: The biggest brand activations attract the most fans, and Anheuser-Busch, Inc. has one of The Chip’s most dominating brand presences. The brand creates a groundswell of goodwill and engagement through promotions prior to the event, fan interactions with set teams and marketing properties like the iconic Budweiser Clydesdales. CMT launched an integrated campaign of owned, earned and paid executions by harnessing the passion for the Sturgis Buffalo Chip brand and experience. A mix of public relations outreach, paid advertising, activations and signage onsite delivered massive amounts of awareness and favorable publicity for the Bike Week series. RESULTS: RESULTS: By investing in real involvement and a leadership presence at the Sturgis Buffalo Chip, the Budweiser brand benefitted in creating memorable and lasting impressions with Chip fans. Consequently, AnheuserBusch, Inc. realized significant increases in sales volume beyond branding. 18 CHALLENGE: Driving viewership from both onsite and extended audiences, the CMT Bike Week campaign earned 100 placements across print, social and online channels. All together, the series garnered 1.6 million audience impressions before, during and after the airing of the Bike Week series. ©2013 Buffalo Chip Campground, LLC. “ The partnership between the Sturgis Buffalo Chip and Budweiser allows our brand and products to take center stage. The Chip’s dedicated staff continually improves and expands our Rally presence, making the experience even more enjoyable for our consumers. ~ Casey Gmerek – Manager, Trade Marketing, On-Premise/Sports Activation & Special Events, Anheuser-Busch, Inc. SUCCESS CLIENT ©2013 Buffalo Chip Campground, LLC. 19
  11. 11. CONNECTING BRANDS TO FANS WORLDWIDE, THROUGH THE UNIVERSAL PASSIONS OF MUSIC AND MOTORCYCLING SPONSORSHIP: • Consulting/Strategy • Evaluation & Concept Development • Content Creation & Creative Services • Photography & Video • Media Planning & Buying • Activation Planning & Execution • Fulfillment/ROI Analysis PRODUCING RESULTS FOR THE WORLD’S LEADING BRANDS: 20 ©2013 Buffalo Chip Campground, LLC. PROMOTIONS: • Social Media • Contests/Sweepstakes • Sales/Discount/Rewards • Mobile/Digital/Online • Retail On/Off Premise ONSITE: • Sales & Mobile Marketing Display • Experiential Sampling • High-Impact Signage Placement • Product Launches • Promotional Announcements (Main Stage) • Consumer Promotions & Special Events • Street and Promo Teams • Industry Parties & Special Events • Corporate or Group Ticket Sales • Video Screen Advertising (Main Stage) EVENT EXECUTION & PRODUCTION: • Live Event Strategy, Production & Execution • Organized Rides • Owners Group Events • Hospitality & Private Corporate VIP Events • Charity Events • Theme Night Events ©2013 Buffalo Chip Campground, LLC. 21

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