2012 Sturgis Buffalo Chip Event Summary


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2012 Sturgis Buffalo Chip Event Summary

  1. 1. T he iconic experience brand of the rally, the Sturgis Buffalo Chip®, celebrated its 31st consecutive year of music, motorcycles, freedom and camaraderie.Tens of thousands of passionate fans journeyed home to the Buffalo Chip in 2012 to lose their inhibitions, to celebrate theirlives and to create memories that will last a lifetime. There is simply no other music venue that can match the unique andauthentic motorcycle experience of the Sturgis Buffalo Chip. Despite recessionary cautions, the Sturgis Buffalo Chip hosted record crowds by offering one of the best nine-dayconcert lineups in the nation along with more events and more entertainment, injecting millions into the local economy.Due to its high-profile appeal, the Sturgis Buffalo Chip brand reached new heights in 2012 by being featured in threenational broadcasts on the Discovery and Travel Channels making it the most highly televised celebration in motorcycling. Each passing year, the dedicated and professional staff of the Sturgis Buffalo Chip continues the trend of growth and improvement by providing its loyal and ever-expanding consumer base with improved facilities, services and amenities, making their experience even more memorable. Not only do Chip-lovin’ fans come to stay and play, but they also give back to the local community, helping raise over $60,000 for local Black Hills charities by participating in the Chip’s Legends Ride® and Biker Belles® charity events. © 2012 Buffalo Chip Campground, LLC. 2
  2. 2. 2012 chipfull range of fans © 2012 Buffalo Chip Campground, LLC. 3
  3. 3. 2012 chipfit dimensionsOur customers are very loyal and passionate consumers. They are heavy consumers of Census Division What activities do you enjoy?travel products, home improvement products, recreational-outdoor products and of course, West North Central – 18% Hunting/Fishing – 56%motorcycles, parts and accessories. Attendees from all 50 states and 23 countries. Mountain – 23% Sports, attending East North Central – 19% or playing – 53% West South Central – 14% Boating/Sailing – 47% Pacific – 13% Theme Park – 25% New England – 3% Gambling – 31% East South Central – 7% Shopping – 26% South Atlantic – 1% Hike, Bicycle – 32% Middle Atlantic – 2% Visit Museums/ Historic Places – 30% Education Level Bachelor’s Degree – 23% When you attend Some College – 38% the Rally, what is your Graduate Degree – 13% average length of stay High School – 24% at the Buffalo Chip? Less than High School – 2% Less than 3 days – 5% 3-4 days – 18% Describe your occupation 5-6 days – 30% Professional/technical – 26% 7-8 days – 32% Middle management – 9% 9-10 days – 9% Upper management/executive – 10% 10+ days – 6% Gender: How many trips Clerical/service worker – 8% Male: 63% do you take per year? Tradesman/laborer – 15% How many times Female: 37% 0-2: 29% Self-employed/business owner – 21% have you stayed at the 3-5: 46% Retired – 6% Buffalo Chip Campground Marital Status: 6-8: 16% Student – 5% during the Rally? Single: 48% 9 Plus: 9% 1st Time – 40% Married: 52% Which of the following 1-5 – 44% Dwelling Type do you intend to do within 6-10 – 12% Age: the next 6 to 12 months? 11+ – 4% Under 19: 1% Rent – 22% Own – 78% Take a cruise – 21% 19-24: 10% Fly to a vacation destination – 29% How did you travel 25-34: 22% Buy a new home entertainment system – 7% to the Buffalo Chip? 35-44: 25% What was your total household income before taxes Buy a new personal computer – 10% Ride – 46% 45-54: 26% Buy a house – 6% Auto/truck towing a 55-64: 13% for the past calendar year (Jan-Dec)? Remodel current home – 10% trailer/RV – 51% 65-74: 2% Buy a new recreational vehicle – 4% Fly – 3% 75 Plus: 1% $1 - $49,999 – 26% $50,000 - $99,999 – 38% Buy a new motorcycle – 9% Do you have a passport? $100k - $149,999 – 21% Buy/lease a new car, truck or SUV – 4% Yes: 57% $150k - $199,999 – 9% No: 43% $200k + – 6% Statistics courtesy of 2011 Sturgis Buffalo Chip Marketing Survey. © 2012 Buffalo Chip Campground, LLC. 4
  4. 4. 2012 chip eventhighlightsEpic Massive Engaging CommunityEntertainment Exposure Events LeadershipSince 1982, the Sturgis Buffalo Saving Abel, Buckcherry, The Chip works closely with The Sturgis Buffalo Chip brand To providing expandedChip has played host to the Lukas Nelson & Promise of the major network television to stands out as unique and opportunities to the industriesbest recording artists on the Real, SLASH featuring Myles secure high profile national valuable by not only offering its future technicians and raisingplanet giving moto-music fans Kennedy & The Conspirators, and international media customers the hottest nightlife significant funds for localnine full days of unforgettable Aaron Lewis, Candlebox, placements. For 2012, in Sturgis, but also an unlimited charities, the Sturgis Buffaloperformances. Along with the Loverboy, Skid Row, Sweet the Sturgis Buffalo Chip amount of engaging and Chip is as passionate aboutunmistakable rock and rumble Cyanide, the 4onthefloor, was chosen by the Discovery memorable events during the helping those around us as wevibe of the Sturgis Buffalo Finding Clyde, Adelitas Way, Channel to film episodes for day, including the 12th annual are about throwing the BestChip, sellout crowds reveled WAR, Michael Holt and the American Chopper Sr. vs. Jr. Motorcycles as Art Exhibition, Party Anywhere. Throughin an eclectic mix of headlining Trophy 500’s, and many more. and American Guns along Zip the Chip Zip Line, Rumble our own proprietary charitysuperstars and talented with three separate one-hour in the Hills Pro Hillclimb, Harley platforms including the Buffaloup-and-comers across every specials set to air on the Travel Owners Group-Buffalo Chip Chip Challenge, Legends Ridegenre including: Zac Brown Channel. We make an effort Experience, Guns of Freedom, and Biker Belles, the SturgisBand, Lynyrd Skynyrd, Journey, to be everywhere to ensure Victory Owners Sturgis Ride & Buffalo Chip has raised closeSugarland, Eric Church, the Sturgis Buffalo Chip brand Party, Rat’s Hole Custom Bike to $300,000 for deservingBOSTON, Shinedown, Sublime stays top of mind. Show and much, much more. charities since 2008.with Rome,“2012 marks the eighth year we have been participating in Sturgis, and the past few years we’ve really appreciated serving as the exclusive insurance company for the Buffalo Chip Campground for such a great event. Being present at the Buffalo Chip gives us a great opportunity to connect with our customers on a personal level and to promote our Motorcycle and Recreational Vehicle products.”~ Tom Garner – GEICO Motorcycle Director © 2012 Buffalo Chip Campground, LLC. 5
  5. 5. 2012 chiphow we stay hot!The Sturgis Buffalo Chip engages and interacts with consumers year-roundby building awareness and anticipation for The Best Party Anywhere™ before, during and after the rally. National Outspoken Proprietary ProlificPowerful PR Promotions Advocates Platform PartnersAuthenticity makes you visible. One of the most effective ways Effective marketing is delivered The reach of the Sturgis In addition to publicity,The Sturgis Buffalo Chip’s to reach our target audience or influenced by people. Fans, Buffalo Chip brand is extended promotions, advocates andworld-class entertainment is with a series of promotions, musicians, celebrities and by a vast arsenal of owned our own proprietary platform,and unrivaled motorcycle sweepstakes and contests media alike share an authentic media properties including the Sturgis Buffalo Chip reliesatmosphere captivates the before, during and after the intersection of shared passions its nationally-distributed on its extraordinary sponsorsattention of the world’s Sturgis Rally. Be it our own and values which make them consumer publication, the to extend its reach outsidemedia and generates massive properties like the Sturgis Rider HUGE advocates for the Buffalo Chip Gazette-Sturgis its sphere of influence.amounts of exposure across Sweepstakes and Top Model Sturgis Buffalo Chip brand. Rider News®. Our print, online, Blue chip corporations likeall medium. The Chip heightened Contest, or co-promotions From celebrities like R. Lee video, digital and social media BIC USA, Inc., GEICO Motorcycle,publicity efforts with media like Diaego’s Ultimate Trip “Gunny” Ermey and Paul Teutul properties grab attention, Pepsi Cola, Russ Brownpartnerships and by hosting to the Chip, activations such Jr. to our most important provide direct interaction and Motorcycle Attorneys andseveral media groups providing as these allow the good word advocates, our customers, fuel conversation that keeps Victory Motorcycles are just athe perfect platform of The Chip to penetrate retail we go out of our way to equip consumers engaged before, few of our sponsors who makefor authentic, timely and locations, bars, restaurants, people to influence others about during and after the Sturgis sure the good word of The Chipcompelling content. dealerships and other desirable the fun and excitement of the Rally on a continual basis. is broadcast across a variety of on-premise locations. Sturgis Buffalo Chip experience. highly visible platforms.“The Chip is the only place on earth where you get applause via revving engines!” ~ Jennifer Nettles – Sugarland © 2012 Buffalo Chip Campground, LLC. 6
  6. 6. 2012 chipREACH DIMENSIONSAn experiential platform bringing the universal appeal of music and motorcycling to a global audience. Onsite Localized Motorcycle Buffalo ChipGlobal Reach Audience Reach Audience PlatformThe Sturgis Buffalo Chip The largest, most visited venue Local and regional media Upwards of 55 million individual The Buffalo Chip ownscaptures the attention of of its kind. In 2012, the Sturgis outlets chose to make the readers got an eyeful of the and manages the largestthe world’s print, digital and Rally ushered in over 445,700 Sturgis Buffalo Chip their Sturgis Buffalo Chip and proprietary marketing platformbroadcast media and generates onsite attendees. Most of top story each day of the rally. partner brand exposure over of the Sturgis Rally. Highlightedearned media coverage on a which were drawn to the An effective combination of the past year. In addition to by its flagship print publication,massive global scale. In 2012, Sturgis Buffalo Chip as multi- television, radio, print and being the focal point of two the “Buffalo Chip Gazette-The Chip was inescapable day campers, concert-goers outdoor media buys along nationally-circulated features Sturgis Rider News”, theas 1.86 billion audience or frequent shoppers at the with over 300 hours of in “American Iron” and event’s top trafficked websiteimpressions were generated new free access CrossRoads live remotes on eleven radio “Hot Bike” magazines, the BuffaloChip.com, e-newsletters,across television, radio, print, commercial destination. stations broadcasting onsite Buffalo Chip gained expansive social media and mediaonline and social media outlets The Sturgis Buffalo Chip at the Sturgis Buffalo Chip and reoccurring coverage partnerships influencingmaking it the most publicized captures and holds the generated a substantial 28 in motorcycling’s leading more than 500 millionevent gathering in motorcycling. consumers attention with million audience impressions. domestic and international audience impressions brand messaging, events print and online publications on a 12-month basis. and entertainment for including Motorcycle-USA.com, over 9 high impact days. Ultimate Motorcycling.com, Cyril Huze Blog, Bikernet.com“The venue at the Legendary Buffalo Chip provides more value, exposure and overall return on investment and many more. than any other event.” ~ Robert White – Director of Market Development, Renewable Fuels Association © 2012 Buffalo Chip Campground, LLC. 7
  7. 7. client:victory MOTORCYCLES CHALLENGE: Leverage the power of the Sturgis Buffalo Chip brand experience to engage rally goers and drive business growth. TACTICS: Entice, engage and extend rally goers by launching waves of Victory-Chip activations including replica Buffalo Chip main stage at Victory factory display, ambassadors like R. Lee Ermey, promotions and events like the Victory Owners Sturgis Ride & Party. RESULTS: The Sturgis Buffalo Chip serves as a catalyst for Victory Motorcycles to make consumers more receptive and aware of their brand and products during the rally. Since its partnership with the Buffalo Chip in 2009, North American sales of Victory Motorcycles have increased more than 50%.“Once again the Victory and Buffalo Chip relationship has proven to be one of the most valuable to our brand. Victory Motorcycles just came off of the biggest and best Rally we have ever had, and the Buffalo Chip marketing and events team stood by us the whole time with the committed sense of partnership that makes it easy to do business.” ~ Robert Pandya – Victory Motorcycles © 2012 Buffalo Chip Campground, LLC. 8
  8. 8. client:Epiphone Guitars CHALLENGE: Drive even more buzz and data capture by hosting the Buffalo Chip’s Sturgis Rider® Sweepstakes onsite during the rally. TACTICS: Integrated promotion platform 2012 Sturgis Rider Sweepstakes Winner Ian Sherwood - Wood, SD. utilizing PR content, social media and onsite registration. Reach of the promotion extended through partners like Pepsi Cola integrating the promotion on over 6 million cans. RESULTS: The promotion was a huge success. Over 30,000 consumers signed up to win the bike and guitar which was a 200% increase from the previous year. Additionally, there was enthusiastic and ongoing media coverage which generated over 3.5 million audience impressions including a feature in Hot Bike magazine.“The Sturgis Buffalo Chip has become one of the top events for Epiphone and it gets bigger every year. The Sturgis Rally attracts Epiphone fans from all over the world and our Epiphone artists count on the Buffalo Chip as the most exciting way to reconnect with longtime fans and make new ones. We can’t wait for next year!” ~ Jim Rosenberg – President of Epiphone © 2012 Buffalo Chip Campground, LLC. 9
  9. 9. client:Red Bull North America CHALLENGE: Deliver real, bottom line impact on business results, beyond pure branding and awareness. TACTICS: Drive volume and profit by enhancing brand visibility and product functionality throughout the venue-event with point-of-sale, branded functional assets, drink features and staff incentive programs. RESULTS: By creating a longstanding partnership with the Sturgis Buffalo Chip, Red Bull North America not only created brand love at the Largest Music Festival in Motorcycling, they increased case sales 103% from the previous year. © 2012 Buffalo Chip Campground, LLC. 10
  10. 10. client:Harley-Davidson CHALLENGE: Engage young riders by using the Sturgis Buffalo Chip as a backdrop to host 6 extreme sports athletes and dozens of journalists as part of integrated marketing campaign called “Epic Sturgis.” TACTICS: Balancing video and image content along with brand messaging, Harley-Davidson and GoPro provided daily updates of their epic adventure at The Chip. Fans could follow across multiple social media platforms. RESULTS: By finding the right tone and authenticity of The Chip experience to engage their target audience, the influx of interest paid off heavily, creating major media and consumer buzz, while boosting awareness, influence and interaction. © 2012 Buffalo Chip Campground, LLC. 11
  11. 11. 2012industry leader For the third consecutive year, the Sturgis Buffalo Chip and industry-leading sponsors continued to fuel the passion for motorcycling in future technicians with the Buffalo Chip Challenge™. This dynamic partnership between business and education challenged students from Brown High School in Sturgis to customize a stock motorcycle donated by Black Hills Harley-Davidson. Under the direction of motorcycle industry veterans Keith Terry, Randy and Nick Cramer, the students gained real-world experience and built one of the best custom bikes in 2012, which was featured in the August issue of “American Iron” magazine. © 2012 Buffalo Chip Campground, LLC. 12
  12. 12. 2013 chipcapabiltiesThe Sturgis Buffalo Chip® unites brands to consumers before, during and after the Sturgis Rally. From mobile marketing displays, to consumers promotions, to set teams,The Chip has a vast arsenal of assets to connect your brand to a very loyal and passionate audience. Whether your company’s goal is to drive awareness, credibility and/or sales,the dedicated staff of the Sturgis Buffalo Chip will create a customized program to meet your budget and objectives.Marketing, Entitlement Rights On-SiteAdvertising • Title Sponsorship Designation • Sales & Mobile Marketing Displayand PR • Official Product and/or Service Designation • Experiential Sampling• Dynamic Event Website • Category Exclusivity • High-Impact Signage Placement• Bi-Weekly E-Newsletters • Defined Promotional and Sales Rights • Product Launches (24 Annual Issues) • Rights to Use Marks and/or Logos • Promotional Announcements (Main Stage)• Event-Specific PR Campaigns • Promotional Theme Nights Services • Consumer Promotions & Special Events• Print Publication: • Strategic Planning • Street and Promo Teams Buffalo Chip Gazette – • Creative Planning & Design • Industry Parties & Special Events Sturgis Rider News • On-Site Activation & Execution • Corporate or Group Ticket Sales• Outdoor & Radio Advertising • Market Research • Video Screen Advertising (Main Stage)• Live Radio Remotes • Fulfillment & Valuation © 2012 Buffalo Chip Campground, LLC. 13
  13. 13. back bigger and better than everAugust 2-11, 2013 join the family of premium brand sponsors at the sturgis buffalo chip For sponsorship inquiries, contact: Lon Nordbye, Director of Corporate Partnerships 605.347.9000 or lon@buffalochip.com Proud 2012 sponsors: © 2012 Buffalo Chip Campground, LLC. 14