Friends of the Parks’ “Long After Twilight Ends” 23rd Annual After-Midnight Bicycle Ride 8,500 Participants Expected Midnight – Sunrise Saturday night/Sunday morning July 10, 2011 Nancy Minster SwabbRide Director, Friends of the Parks’ L.A.T.E. Ride 2011 Friends of the Parks 17 N. State Street, #1450, Chicago, IL 60602 Phone: (773) 718-1800 / Fax: (773) 631-9145 Email: email@example.com Event Website: www.lateride.org Supporting Our Work to Preserve, Protect Friends of the Parks’ Website: www.fotp.org and Improve Chicago’s Neighborhood Parks Friends of the Parks is a 501(c)(3) organization and Children’s Playgrounds Tax ID #36-284-4241
Friends of the Parks’Over the past 22 years, Friends ofthe Parks’ L.A.T.E. Ride has grownto become a Chicago icon witha reputation as one of the mostunusual and popular big city bikerides in the country.The 25-mile ride started with350 riders in 1989. The ChicagoTribune called it “one of themost bio-rhythmically disturbingfundraisers ever mapped out.”The event now annually attracts8,500 participants from throughoutChicagoland, the Midwestand beyond.Our sponsors reach thousands ofenthusiastic bicyclists – a passionate,active and loyal group – who returnyear after year because of the event’sadventurous appeal.Build brand loyalty and attract newcustomers – sign on as a sponsortoday!
Title SponsorThe Title Sponsor receives top tier logo presence at The L.A.T.E. Ride in all collateral materials, advertising andpublic relations campaigns, and on-site. This sponsorship also offers exclusivity in your product/service category.Logo PresenceOn every printed document and on the internet, your company logo will appear as “XYZ CompanyL.A.T.E. Ride” – from print ads to t-shirts. You will receive top tier logo placement on: ◆ Front and back of 8,500 rider t-shirts and 300 volunteer t-shirts (a sought-after and often-worn item in Chicagoland) ◆ Front and inside of 100,000 event fliers – approximately 25,000 to be mailed to past participants; approximately 75,000 to be displayed at 600+ retail outlets (bicycle shops, fitness centers, sporting goods retailers, etc.) ◆ 8,500 rider numbers, worn by all participants during the event. Plus an opportunity to put your message on a customized tear-off “coupon” on the rider number ◆ Front and inside of 8,500 Rider Guides, a pocket-size piece featuring the official route map that is read and collected by participants ◆ All event print ads ◆ Specialty advertising being considered (e.g., billboard, Metra train terminal, bus/rail ads, taxi cab toppers, etc.) ◆ www.lateride.org website – prominent on home page, sponsor recognition page and at the bottom of each section – with a link to your site ◆ Full-page ads and promotional pages in Shape Magazine, distributed nationally ◆ Bi-monthly broadcast emails sent to 15,000-20,000 addresses, with a link to your site from your logo Plus: ◆ The only sponsor logo on confirmation emails sent to each person who registers online ◆ Special mention in Friends of the Parks’ Summer and Fall 2011 newsletters, distributed to 4,000 environmentally-conscious ChicagoansMarket-Wide Public Relations and Promotional Opportunities ◆ Press release announcing your company’s involvement as Title Sponsor ◆ Direct link to your website from www.lateride.org ◆ Mention on our (773) 918-RIDE hotline – more than 2,000 calls made to this 24-hour hotline in May-July 2010 ◆ Opportunity to provide a printable coupon for inclusion in up to four bi-monthly broadcast emails (e.g., you can create a discount coupon or special offer that participants can print out from their computers) ◆ Opportunity to insert a product, brochure, or coupon in 8,500 Rider Goody BagsProminent On-Site Visibility and Crowd Presence ◆ Eight banners at the start/finish area in downtown Chicago; one banner at the top of start/finish tower; one banner on stage at start/finish location; and two banners at rest stop, to be provided by you ◆ Up to two 15’ x 15’ tents on-site (with lights, tables and chairs) for your company to display its product or services and meet and greet participants ◆ One banner at all pre-event packet pick-ups and at all volunteer activities, to be provided by you ◆ Grand Marshal from your company invited to speak on stage and kick off ride ◆ Five promotional mentions about your company by the announcer before the ride, plus additional mentions from the start/finish tower and during breakfast ◆ Night-of-event sampling and merchandising opportunitiesAdded Benefit ◆ Twenty-five of your employees may ride for free in The L.A.T.E. Ride 2011 (plus 25 half-price registrations for your employees) ◆ Two tickets to the Parks Ball, Friends of the Parks’ annual gala on Friday, May 20, 2011 ◆ Access to The L.A.T.E. Ride participant list ◆ Customized benefits to fit your specific marketing needs. We’re happy to work with you on specialized promotions (e.g., your vehicle as “lead vehicle” along the route for auto sponsor; your phones used by volunteers night-of-event for cellular sponsor; your brand of helmet worn by all riding Course Marshal volunteers for helmet sponsor, etc.)
Presenting/Supporting SponsorsPresenting SponsorsThe Presenting Sponsor level is filled for 2011. Friends of the Parks is excited to announce that Sports Authorityand Peoples Gas/North Shore Gas serve as our Presenting Sponsors this year!Supporting SponsorsSupporting Sponsors receive a dominant logo position at The L.A.T.E. Ride in all collateral materials, advertisingand public relations campaigns, and on-site. This sponsorship also offers exclusivity in your product/servicecategory.Logo PresenceSupporting Sponsors receive logo presence on:◆ Back of 8,500 rider t-shirts and 300 volunteer t-shirts (a sought-after and often-worn item in Chicagoland)◆ 100,000 event fliers – approximately 25,000 to be mailed to past participants; approximately 75,000 to be displayed at 600+ retail outlets (bicycle shops, fitness centers, sporting goods retailers, etc.)◆ 8,500 rider numbers, worn by all participants during the event◆ Front and inside of 8,500 Rider Guides, a pocket-size piece featuring the official route map that is read and collected by participants◆ All event print ads◆ Bi-monthly broadcast emails sent to 15,000-20,000 addresses◆ www.lateride.org website – home page and sponsor recognition page – with a link to your site◆ Specialty advertising being considered (e.g., billboard, Metra train terminal, bus/rail ads, taxi cab toppers, etc.)◆ Friends of the Parks’ Summer and Fall 2011 newsletters, distributed to 4,000 environmentally- conscious ChicagoansMarket-Wide Public Relations and Promotional Opportunities◆ Direct link to your website from www.lateride.org◆ Mention on our (773) 918-RIDE hotline – more than 2,000 calls made to this 24-hour hotline in May-July 2010◆ Opportunity to provide a printable coupon for inclusion in a bi-monthly broadcast email (e.g., you can create a discount coupon or special offer that participants can print out from their computers)◆ Opportunity to insert a product, brochure, or coupon in 8,500 Rider Goody BagsOn-Site Visibility and Crowd Presence◆ Six banners at the start/finish area in downtown Chicago; one banner on start/finish tower; one banner on stage at start/finish location; and one banner at rest stop, to be provided by you◆ One 15’ x 15’ tent on-site (with lights, tables and chairs) for your company to display its product or services and meet and greet participants◆ One banner at all pre-event packet pick-ups and at all volunteer activities, to be provided by you◆ Five promotional mentions about your company by the announcer before the ride, plus additional mentions from the start/finish tower and during breakfast◆ Night-of-event sampling and merchandising opportunitiesAdded Benefit◆ Fifteen of your employees may ride for free in The L.A.T.E. Ride 2011 (plus 20 half-price registrations for your employees)◆ Customized benefits to fit your specific marketing needs. We’re happy to work with you on specialized promotions (e.g., your vehicle as “lead vehicle” along the route for auto sponsor; your phones used by volunteers night-of-event for cellular sponsor; your brand of helmet worn by all riding Course Marshal volunteers for helmet sponsor, etc.)
Customized Sponsorship PackagesFriends of the Parks will work with you to tailor a sponsorship package to meet your needs.Sponsors receive incredible visibility, both before and during the event. The sponsorship also includesexclusivity in your product/service category. Customized sponsor packages range from $25,000 to $3,000.We will create a package to best suit your needs. We’ll align you with a specific area of the ride!Based on the package, you may choose one of the following L.A.T.E. Ride packages to call your own: 1) Stage sponsor 2) Start/Finish Line sponsor 3) Pre-Ride Refreshment sponsor 4) First-Aid Stations sponsor 5) Breakfast sponsor 6) Route sponsor 7) Rest Stop sponsor 8) Rider Goody Bag sponsor 9) Volunteer Tent sponsor 10) Registration sponsor 11) Special category sponsor (e.g., auto sponsor may provide the “lead vehicle” and support vehicles along route; cell phone sponsor may provide phones for volunteers on the route, etc.)Some of the benefits you may choose include: ◆ Logo presence on rider and volunteer t-shirts, event fliers, rider guides, event ads, broadcast emails and on www.lateride.org ◆ Opportunity to insert a product, premium, brochure or coupon in 8,500 Rider Goody Bags ◆ Direct link to your web site from www.lateride.org ◆ Banner(s) at the event ◆ Promotional mentions about your company by the announcer before the ride begins from the start/finish tower and during breakfast ◆ Night-of-event sampling and merchandising opportunities ◆ Complimentary registrations for your employees ◆ Exclusivity within product or service category ◆ Up to ten of your employees may ride for free in The L.A.T.E. Ride 2011 (plus ten half-price registrations for your employees)
Sampling Friend ($500 and up)Our Sampling Friends receive a very important ride benefit – exposure among all 8,500 L.A.T.E. Rideparticipants through an easy, cost-effective sampling program! Best of all, we do all the work!Send us your samples and/or literature in June or July 2011 and we’ll do everything else! Mobile tours,of course, are welcome too.Samples for the ride itself:We are seeking food/beverage products to serve before the ride, at the rest stop and during breakfast(e.g., bottled water, coffee, juice, energy drinks, soda, snack products, pretzels, chips, candy, pizza,gum, ice cream, nuts, bagels, donuts, muffins, bananas, apples, yogurt, cereal, bars, and more).Products/Coupons for the Goody Bags:We are seeking products and/or coupons for the goody bags (e.g., beauty and skincare, bed andbath, health aids, cosmetics, personal care, sample food packages, green products and more. Wealso welcome coupons and fliers in addition to tangible items.Product Sampling Opportunities – Exclusivity within your product categoryYou choose: ◆ Product distribution by sponsor: Your mobile team can distribute samples on-site (at the start/finish line or at the rest stop or during breakfast. OR… ◆ Product distribution by Friends of the Parks: We can place your product in the event’s Goody Bag (non-food items) OR our friendly, well-trained volunteers can distribute your product to participants during the event (food/beverages will be sampled before the ride, at the rest stop, and during breakfast – we’ll help you choose the best location)Turn-Key Participation – We make it easy!You choose: ◆ Samples sent by you: Send your samples to our Chicago warehouse in June or July 2011 (we’ll determine the best date together). We will warehouse your samples and, if you wish, place them into Rider Goody Bags or Rider Breakfast Bags before the event. OR… ◆ Pick-up by us: We can pick up food/beverage samples at most Chicagoland locations. We even have refrigerator and freezer trucks to make it most convenient for you!Promotional Opportunities ◆ Your company name and logo on www.lateride.org website, plus link to your website from www.lateride.org ◆ Your compnay name and product name listed in 8,500 Rider Guides, a pocket-size piece featuring the official route map that is read and collected by participants ◆ Your logo on bi-monthly broadcast emails sent to 15,000-20,000 addresses ◆ Promotional mention in Friends of the Parks’ Summer and Fall 2010 newsletters, distributed to 4,000 environmentally-conscious ChicagoansOn-Site Visibility and Crowd Presence ◆ One banner at the start/finish area in downtown Chicago, plus one banner at your sampling site (either rest stop or breakfast); banners to be provided by you ◆ Announcer mentions on stage by emcee thanking you for donation during pre-ride festivities and breakfastFee: $500 and up, plus product samples and/or product literature provided by you. Additional fees willapply if you wish to have on-site presence (we can provide tent, lighting, tables and/or opportunities foryour mobile team).
Cool NEW Opportunities for ALL SponsorsThanks to our online registration partner, SignMeUp.com, we can now feature offers from yourcompany on the online registration form! The opportunities for ALL sponsors are:SMUponA SMUpon is an electronic “goody bag” of offers for registrants. Sponsors may choose to offersomething for free (a coupon, for example), or a significant discount for a targeted offer (for instance,purchasing a $30 dinner voucher for an Italian restaurant for only $20, valid before The L.A.T.E. Ride).The L.A.T.E. Ride participants pay for the SMUpon when they register online. They receive uniquely-coded vouchers with their registration confirmations. These vouchers will contain the terms andconditions of SMUpon redemption tailored to the sponsor’s specifications (for example, valid onlyat Main Street location, valid for one month only, etc.).Sponsors will receive a list of the vouchers purchased, with a unique code and name listed for eachvoucher. At the close of registration, SignMeUp will provide Friends of the Parks with a check for theproceeds of the SMUpon sales, which we will pass directly on to you, the sponsor.The only cost to sponsors is the amount of the discount and a service charge (6.5%) on the purchaseprice of the offer. As an example, if a registrant pays $20 for a restaurant offer, the restaurant willreceive $18.70 for each voucher sold. SignMeUp suggests a discount offer of at least 30-50% off the“regular price.”Sponsors may also choose to provide a free offer, something similar to those that a cyclist wouldreceive in paper form on ride day, or at a packet pick-up. No upfront payment is required. You getyour offers into the hands of the ride participants at the earliest possible moment – when they registeronline. Registrants can choose the offers they want, building a personalized goody bag.The free “goody bag” offer will drive registrants into your store or onto your website weeks or monthsbefore The L.A.T.E. Ride. You will engage with customers at the earliest stage and trigger store/websitevisits sooner than our in-person Packet Pick-Ups. By allowing event participants to build their own“goody bags,” sponsors can gather valuable marketing data about customer preferences. You cancollect customer-specific information such as an individual’s willingness to try a new energy drink,energy bar or athletic shoe. And customers will be more likely to read and respond to the offers theypersonally choose from their home or office computers.
Overview and Demographics2010 Participation by Gender – 8,500 total riders:Male 52% / Female 48%(2009: Male 53% / Female 47%)2010 Riders by Age 2009 Riders by AgeAverage age of online registrants: 37 yrs old Average age of online registrants: 37 yrs oldRiders ranged from 7 – 82 yrs old Riders ranged from 7 – 79 yrs old Less than 18 5% 36-45 years old 21% Less than 18 5% 36-45 years old 20% 18-25 years old 16% 46-55 years old 18% 18-25 years old 16% 46-55 years old 18% 26-35 years old 32% Over 55 8% 26-35 years old 33% Over 55 8%2010 Riders by Residence Chicago Suburbs 50% City of Chicago 32% Chicago Suburbs (50% of total) Indiana 6% North and Northwest suburbs 32% South Suburbs 20% Other parts of Illinois 1% West and Far West suburbs 29% Southwest Suburbs 19% Other states 11% City of Chicago (34% of total)2009 Riders by Residence North/Near North 54% Northwest Side 9% Chicago Suburbs 51% Downtown 15% Southwest Side 4% City of Chicago 33% Near South/South Side 15% West Side 3% Indiana 6% Other parts of Illinois 2% Other states 7%2010 Chicagoland Areas Drawing the Most RidersTop 25 Suburbs: Naperville, Schaumburg, Aurora, Palatine, Evanston, Oak Park, Arlington Heights, Wheaton,Hoffman Estates, Lombard, Elmhurst, Buffalo Grove, Stickney, Downers Grove, Geneva, Skokie, Bartlett, North-brook, Lake Zurich, Lisle, Des Plaines, Oak Lawn, Orland Park, Elk Grove Village, Park RidgeTop 10 Chicago Zip Codes (in order of participant totals): 60657, 60614, 60613, 60618, 60647, 60640, 60625,60605, 60610, 606112009 Chicagoland Areas Drawing the Most RidersTop 25 Suburbs: Naperville, Aurora, Evanston, Arlington Heights, Oak Park, Wheaton, Schaumburg, Lombard,Elmhurst, Buffalo Grove, Skokie, Berwyn, Inverness, Geneva, Grayslake, Bartlett, Lake Zurich, Lisle, Northbrook,Orland Park, Elgin, Downers Grove, Tinley Park, Des Plaines, Mt. ProspectTop 10 Chicago Zip Codes (in order of participant totals): 60657, 60613, 60614, 60618, 60647, 60640, 60625,60605, 60622, 60611 (60610 was 11th in 2009)Method of Registration 2010 Method of Registration 2009Internet 76% Internet 70%Night-of-ride 11% Night-of-ride 12%In-Person Packet Pick-Ups 9%* In-Person Packet Pick-Ups 13%*U.S. Mail and Work Nights 4% U.S. Mail and Work Nights 5%*9% and 13% of total riders in 2010 and 2009, respectively, signed up at a Packet Pick-Up. However, more than5,000 participants attended Packet Pick-Ups (including those who had pre-registered and attended to pick uptheir Rider Goody Bags).AdditionalIn an electronic survey, 82% of 2010 participants said they would definitely participate again and an additional12% said they might participate again.
Event Marketing & OutreachFriends of the Parks’ L.A.T.E. Ride provides sponsors with efficient and cost-effective opportunities to reacha large, upscale audience through the internet, media, collateral materials and on-site signage.Internet Dashboard (www.lateride.org) Site Usage Referrer Traffic: 47,007 visits Direct 79.92% 3:07 minutes average time on site Search engines 13.62% 155,567 pageviews Referring sites 6.42% 3.31 pages/visit Other 0.04% 33,832 visitors Peak pageviews: Saturday July 10: 4,499◆ More than 130,000 impressions from our Google advertising. Average 1.2% click-through rate with target keywords delivering click-through rates up to 18%! Similar success with Facebook advertising.◆ We have received a four-star rating on metromix.com – The Chicago Tribune’s entertainment website – in 2004-2010!!◆ Our extensive web site features sponsor logos and links to sponsor websites, route information, a photo gallery, t-shirt gallery, volunteer opportunities, bicycling safety tips and much more.Print, Television and Radio CoverageWe consistently receive extensive coverage throughout Chicagoland and Northwest Indiana.Print features and mentions valued at $12,500 from:Chicago Athlete Chicago’s NW Side Mindful Metropolis (formerly Conscious Choice)Chicago Reader Competitor (formerly Windy City Sports) Red EyeChicago Sun-Times Daily Herald Shape MagazineChicago Tribune Deerfield Review Suburban Focus MagazineChicago Magazine Inside Chicago Time Out ChicagoChicago Skyline Midwest Living Magazine many college papers and corporate newslettersTelevision coverage (including on-air interviews – with some audiences totaling 490,000+ viewers – duringweekday morning shows) valued at $95,000:ABC 7 Chicago Chicagoland TV NBC 5 ChicagoCBS 2 Chicago Fox News WGN-TV Channel 9Radio PSA’s and mentions valued at $25,000 from:The Drive 97.1 FM The Lite 93.9 FM Nine FMThe Loop 97.9 FM The Mix 101.9 FM WCKG 105.9ESPN Radio 1000 AM B96 FM 94.7 Chicago’s True OldiesKiss 103.5 FM 93XRT FM
People Pedaling for ParksFriends of the Parks’ L.A.T.E. Ride supports our work to preserve, protect and improve Chicago’s neighborhoodparks and children’s playgrounds. Your involvement will help us achieve these goals for 2011: ◆ Build a new children’s playground in memory of slain Chicago police officer Thomas Wortham IV in Cole Park, located in the Chatham neighborhood on Chicago’s South Side ◆ Implement Phase I of “The Last Four Miles” plan by working on legislation in Springfield to transfer 100 acres of lakefront land to the Chicago Park District for a new south lakefront parkParks provide children, teens and adults with safe and healthy places to play, exercise and relax. Parkscontribute to public health and build stronger communities. Friends of the Parks wants every citizen of Chicagoto have easy access to safe, clean, beautiful parks with vibrant programs that serve and inspire us.Friends of the Parks actively participates in a leadership role on the Mayor’s Bike Advisory Committee. Thisgroup works to add miles of bike lanes in city parks, along abandoned railroad lines and on city streets. Thegroup continues to add thousands of bicycle racks around the city. And, most of all, the group works diligentlyto make Chicago one of the most bicycle-friendly cities in the country.Our role is crucial. Concerned citizens turn to us to make their voices heard. Proceeds from Friends of theParks’ L.A.T.E. Ride help us further our mission to:◆ Save more parks and forest preserves from encroachments◆ Build new, safe playgrounds for children throughout Chicago, especially in park-poor communities◆ Sponsor an Adopt-a-Park program to help businesses, schools and neighbors care for local parks◆ Plant trees in parks throughout the city◆ Improve playground safety through our playground inspection program◆ Educate thousands of Chicago school children on issues of park care, stewardship, environmental science and recycling◆ Host the Park Advisory Council Network, a coalition of 120 groups that strengthens the public’s voice in neighborhood park decisions◆ Launch innovative park programs, including after-school art classes for youth, teen theater, art and photography workshops◆ Mobilize thousands of volunteers each year to mulch trees, remove litter and graffiti, cultivate gardens and clean children’s playlots during Earth Day clean-ups, community service days and National Public Lands Day Friends of the Parks advocated on behalf of the local community to complete Artesian Park, just one example of how we help to add green space and improve parks in Chicago. Preserving, Protecting and Improving Chicago’s Parks and Preserves Friends of the Parks 1975 – 2011
SponsorsSome of our sponsors past and present include...Advil General Mills Nizoral A-DAllegra Glaceau Vitamin Water OdwallaAnn Sather Restaurant Go Mix Online ProductionsArcher Daniels Midland Goose Island Brew Pub Peoples Gas & North Shore GasBalance Bar The Great American Bagel Pop ChipsBen & Jerry’s Hansen’s Energy Power BarBertucci’s Brick Oven Pizza headhunter.net PowerADEBest Way Technologies Hinckley Springs Propel Fitness WaterBicycling Magazine Home Run Inn Pizza Proper Balance Health &Bike & Roll Chicago Insight Technologies Wellness CenterBlistex Jeep QuakerBlue Diamond Almonds Jelly Belly Candy Co. REIBoca Burger Jewel Rudy ProjectBorden/Cracker Jack Kagome SaturnBreitling Watches Kashi Shape MagazineCalifornia Raisin Advisory Board Keebler Shoreline SightseeingCardinal Fitness Keen Footwear SilkCaribou Coffee Kim & Scott’s Gourmet Pretzels Skinny CowCascal R.W. Knudsen Family J.M. Smucker Co.CBS 2 Chicago kozmo.com Snickers Marathon Energy BarChicago Athlete Magazine Kozy Shack Snyder’s of HanoverChicago Reader Kraft Foods Sparkling Spring Water Co.Chiquita Larabar Sports AuthorityClif Bar LaSalle Bank StarbucksCoca-Cola LaGrou Distribution Stonyfield FarmCustom Coffee Service, Inc. Leinenkugel’s Stretch Island FruitDannon Letizia’s All-Natural Muffins SubaruDasani Water Life Cereal Superior CoffeeDean Foods Lifeway Foods Sweet Leaf Iced TeasDiGiorno Pizza Lincoln Navigator Swiss Valley FarmsDiscover Magazine Lipton Tea Tanita CorporationDominick’s Luna Bar Teva Sport SandalsDr. Scholl’s M&M/Mars Thorek HospitalDunkin Donuts M&M’s Brand Ice Cream Time Out Chicago MagazineEAS Myoplex McDonald’s Treasure IslandEdwardo’s Pizza Men’s Journal Trek Wrench ForceEdy’s Metromint TropicanaEinstein Bros. Bagels metromix.com Uncle Ben’sEquinox Fitness Clubs Michigan Apples VeryFine ProductsFantasia Fresh Juice Co. MINI Cooper Village Cycle CenterFather & Son Pizza Mitsubishi Motors Vita FusionA. Finkl & Sons Co. Motts Vitamin WaterFisher Nuts Mrs. T’s Pierogies W.W. GraingerFruit 2 Day Nabisco WGN-TV Children’s CharitiesFruit 2 O Essentials Naked Foods White Hen PantryFruitopia National City Bank Whole Foods MarketFuze National University of Wm. Wrigley Jr. CompanyGardetto’s Health Sciences WXRT RadioGarnier Nutritioniste Nestea Wyler’s LightGatorade Nissan ZYM Electrolyte Tabs