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2014 Sturgis Buffalo Chip Event Summary

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In 2014, rally goers from all 50 states and over 18 countries converged on the spiritual home of Sturgis, the Legendary Buffalo Chip, to celebrate the spectacular nature and unique atmosphere of the Largest Music Festival in Motorcycling™. Equal parts music, motorcycles, freedom and camaraderie, there is simply no other destination in the world that embodies the world-class party environment of the Sturgis Buffalo Chip.

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2014 Sturgis Buffalo Chip Event Summary

  1. 1. STURGIS BUFFALO CHIP® EVENT SUMMARY 2 14
  2. 2. LEGENDARY EXPERIENCE In 2014, rally goers from all 50 states and 22 countries converged on the spiritual home of Sturgis, the Legendary Buffalo Chip, to celebrate the spectacular nature and unique atmosphere of the Largest Music Festival in Motorcycling™. Equal parts music, motorcycles, freedom and camaraderie, there is simply no other destination in the world that embodies the world-class party environment of the Sturgis Buffalo Chip. The nation’s top music acts, celebrities and industry influencers joined Sturgis’ most engaged fans for one unforgettable, adrenaline-packed experience. International and national media outlets flocked to the Buffalo Chip from as far as Russia, Japan and China to showcase the festivities to their audiences. The world watched as television networks including FOX News and a feature episode of HISTORY’s hit series, “Biker Battleground Phoenix,” broadcast this epic moto-extravaganza to millions. Each year the Sturgis Buffalo Chip’s professional and highly committed staff works tirelessly on all organizational details so it can host the planet’s best party for motorcyclists. From physical improvements like asphalted roads, to expanded entertainment offerings and shopping at the CrossRoads, the Buffalo Chip continually seeks to meet and exceed the deeply valued needs of its extended family of customers. Photos by Jordan Axtman www.MannyPandya.com ©2014 Buffalo Chip Campground, LLC. 3
  3. 3. WORLD-CLASS CONCERTS The Sturgis Buffalo Chip delivers the most passionate, engaged fans to brands by giving them a captivating, live music experience they are inspired to be a part of. Massive crowds enjoyed nine unforgettable nights of concerts from renowned acts including Mötley Crüe, Alice Cooper, Collective Soul, Florida Georgia Line, Lynyrd Skynyrd, ZZ Top, Zac Brown Band and dozens more. EPIC EXPOSURE Outlets across all media chose the Sturgis Buffalo Chip to broadcast the excitement, pageantry and inspiration of the rally experience to audiences of hundreds of millions worldwide. Viewers and listeners connected with iconic Buffalo Chip brand with feature broadcasts on NBC Sports, FOX News, HISTORY’s hit series, “Biker Battleground Phoenix,” and live broadcasts on 15 radio stations in a 10-state region. ENGAGING EVENTS Brand partners connected to fans before, during and after the rally by engulfing them in high-octane, adrenaline-pumping events and activations. Fans stayed excited and engaged throughout the festival thanks to the iconic Budweiser Clydesdales; The Off-Road Championship Series (T.O.R.C.); bike shows hosted by leading motorcycle publications, “Baggers”, “Street Chopper”, “Hot Bike” and “Cycle Source”; and organized rides for Indian and Victory motorcycle owners. LASTING LEADERSHIP The Sturgis Buffalo Chip strives to be both gracious hosts to our extended family of customers and to create a lasting, positive impact on the local community. Charitable outreach is at the core of the Buffalo Chip’s business philosophy. Since 2008 it has contributed over $450,000 to Black Hills charities in support of area youth and the preservation of motorcycle history. HIGHLIGHTS 2014 CHIP Jesse James, West Coast Choppers www.lichterphoto.com 4 ©2014 Buffalo Chip Campground, LLC. ©2014 Buffalo Chip Campground, LLC. 5
  4. 4. POWERFUL PROMOTIONS One of the most effective ways to reach The Chip’s target audience is through promotions, sweepstakes and contests that create direct connections and tap into shared passions. Activations like the Sturgis Rider Sweepstakes, Poster Model Search and Trip to The Chip Giveaways give The Chip the opportunity to create dynamic interactions that deliver massive exposure, awareness and advocacy for brands. IDEAL INFLUENCERS The great relationships the Sturgis Buffalo Chip builds with industry personalities, celebrities, and opinion leaders makes for powerful brand advocacy. The first family of custom motorcycles, Arlen, Cory and Zach Ness; West Coast Choppers’ Jesse James; American Pickers’ Mike Wolfe and Frank Fritz; actress Kristy Swanson; and actor R. Lee Ermey all were on hand this year to share deep rooted passions for the authentic Chip experience. PRODUCTIVE PARTNERS Through partnership with highly influential lifestyle companies, The Chip extends its brand message into broad-reaching markets and enhances overall fan experience in unique and memorable ways. Premier brands like Anheuser-Busch, Red Bull North America, Jack Daniels and Epiphone Guitars comprise just a short list of corporate sponsors that help make the Sturgis Buffalo Chip the most iconic brand in motorcycling. OUTSTANDING OUTREACH The Sturgis Buffalo Chip keeps in constant contact with its loyal and passionate fan base with a myriad of outreach efforts, keeping conversations going around the most valuable information, entertainment and news content. Fans keep connected, engaged and energized around the Buffalo Chip brand year round through its social media, blog posts, email blasts, videos HOT HOT and website. HOT www.lichterphoto.com photo courtesy Barry Hathaway www.lichterphoto.com
  5. 5. FULL RANGE OF FANS WE CALL ‘EM CHIPSTERS photo courtesy BlingJohnson.com www.lichterphoto.com www.lichterphoto.com photo courtesy BlingJohnson.com 8 ©2014 Buffalo Chip Campground, LLC.
  6. 6. DIMENSIONS 2014 FIT www.lichterphoto.com OCCUPATION 26% 9% 10% 6%5% 8% 21% 15% 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% EDUCATION 18% 34% 9% 34% 5% BACHELOR’S DEGREE SOME COLLEGE GRADUATE DEGREE HIGH SCHOOL LESS THAN HIGH SCHOOL 0 5 10 15 20 25 30 35 40 TRIPS TAKEN PER YEAR 75% | 2 TO 5 TRIPS PER YEAR 9% PASSPORT: 57% YES | 43% NO GENDER 63% MALE 37% FEMALE 1% 10% 22% 25% 26% 13% 2% 1% DWELLING TYPE 22% 78% RENT: 22% | OWN: 78% 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 AGE -19 19-24 25-34 35-44 45-54 55-64 65-74 75+ INCOME 59.6% $50K–$150K 0–2 29% 3–5 46% 6–8 16% 9 PLUS 9% 29% 46% 16% Motorcycle family members from 22 countries and all 50 states journeyed home to the Sturgis Buffalo Chip in 2014. 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 & accessories. ©2014 Buffalo Chip Campground, LLC. 11
  7. 7. DIMENSIONS 2014 REACH ONSITE AUDIENCE Event and experiential marketing efforts continue to be significant components to the marketing mix, and few outdoor venues deliver more fans to brands than the Sturgis Buffalo Chip. In 2014, The Chip welcomed home tens-of-thousands of consumers as multi-day campers, concert goes and shoppers at its free-access commercial destination. EARNED MEDIA Amazing stories, exciting photo and video opportunities and other rich content make the Sturgis Buffalo Chip the most iconic setting for media to generate and broadcast compelling music and motorcycle content. Through a combination of social media, blog posts, printed articles, online editorials, interviews and national broadcasts, The Chip garnered a colossal 1.07 billion earned audience impressions, making it the media’s most widely covered celebration in motorcycling. OWNED MEDIA A vast arsenal of owned media properties extend the Sturgis Buffalo Chip’s brand reach including its nationally distributed consumer publication, the Buffalo Chip Gazette- Sturgis Rider News®. The Chip’s print, online, video, digital and social media properties generated over 512 million owned audience impressions and provided direct interaction and conversation that kept consumers continually engaged before, during and after the rally. PAID MEDIA An effective combination of paid media placements in print, online, television, radio, outdoor and trade enhanced The Chip’s outreach. By improving the strength and efficiency of its media buys and leveraging partnerships, the Sturgis Buffalo Chip accounted for over 250 million audience impressions, making both Chip and partner brands inescapable to rally attendees. ©2014 Buffalo Chip Campground, LLC. 13
  8. 8. STUDENT BUILD CHALLENGE™ As one of motorcycling’s most preeminent brands, the Sturgis Buffalo Chip has the responsibility to serve the needs of its customers worldwide and to sustain the motorcycle industry by providing expanded opportunities to future technicians. For the fifth consecutive year, The Chip’s Student Build Challenge™ provided Sturgis Brown High School students the opportunity to build, customize and finish a stock motorcycle under the instruction of industry veterans Keith Terry, Randy and Nick Cramer. Students gained experience that will greatly enhance their employability for years to come through building a multiple-show- winning custom Street Glide. Special thanks to these industry-leading parts sponsors: Baggster CP Carrillo Dakota Digital, Inc. Dave Mackie Engineering Diamond Heads Dirty Bird Concepts Feuling Parts Handy Industries Hawg Halters, Inc. Horsepower, Inc. Hot Leathers Howard Knight Ian Strachan Designs Jamie’s Repair Kicker Audio Legend Suspensions Owens Interstate Sales R.C. Components Thunder Cycle Design Thunder Max Trask Performance Jack Van Kampen Vee Rubber America Adventure Power / Kinetik LEGENDS RIDE® Few events held in conjunction with the rally ever qualify as epic, but the Buffalo Chip’s Legends Ride® is truly iconic. Now in its eighth year, the Legends Ride continues to attract a blue-chip roster of celebrities, as well as business leaders, media and riders from around the world. The 2014 event set new standards in promoting South Dakota and showcasing the generosity of motorcyclists to a worldwide audience by raising more than $54,000 for the Black Hills Special Olympics and Sturgis Motorcycle Museum & Hall of Fame. SPECIAL THANKS TO ADVENTURE POWER® – TITLE SPONSOR OF THE 2014 LEGENDS RIDE. SPECIAL THANKS TO BLACK HILLS HARLEY-DAVIDSON FOR SPONSORING A STOCK STREET GLIDE FOR THE 2014 BUILD. www.kevineilbeck.com R R www.aaronpackard.com 14 ©2014 Buffalo Chip Campground, LLC. ©2014 Buffalo Chip Campground, LLC. 15
  9. 9. FREEDOM RIDE & CELEBRATION Celebrating American Freedoms and those who protect them has long been a Sturgis Buffalo Chip tradition. Powerful presentations, inspiring performances and moving exhibits highlighted The Chip’s 23rd annual Freedom Celebration, in addition to a special charity ride, sponsored by the City of Spearfish and led by retired Navy SEAL, LT Jason Redman. The Chip honored five American heroes by presenting them the Bob Hanson Distinguished Service Award on The Chip’s main stage in the presence of General Wesley Clark, other dignitaries and thousands of loudly cheering patriotic guests. Year after year women prove they are a thriving and powerful force in the motorcycling industry and 2014 was no exception. The Buffalo Chip’s sixth annual Biker Belles Celebration, presented by Harley-Davidson, brought together leading female influencers and luminaries in motorcycling to share stories and mentorship and partake in our annual symposium. Empowering and encouraging women today, and into our next generation, this charitable event raises funds for The Sturgis Motorcycle Museum and Helping with Horsepower. Additional highlights of the event included a viewing of Michelle Carpenter’s film “Driven to Ride” and enjoying the relaxing, luxury spa inspired features of the Comfort Zone provided by Team Diva. SPECIAL THANKS TO HARLEY-DAVIDSON MOTOR COMPANY® – TITLE SPONSOR OF THE 2014 BIKER BELLES CELEBRATION. THE BIG STURGIS GIG™ JEREMIAH JAMES KORFE – WINNER OF THE 2014 BIG STURGIS GIG www.aaronpackard.com www.aaronpackard.com www.aaronpackard.com BIKER BELLES ® CELEBRATION ® Opening for Florida Georgia Line and ZZ Top on the legendary Sturgis Buffalo Chip stage is an unbelievable opportunity for an up-and-coming musician. In 2014, hundreds of performers vied for this once-in-a-lifetime chance by reaching out directly to Chip fans in the Big Sturgis Gig™ Online Talent Search. Bands uploaded music, videos, photos and bios onto interactive profiles at BigSturgisGig.com. Fans went wild for the opportunity to discover new artists, vote for their favorites and ultimately help The Chip decide to add Jeremiah James Korfe to its world-class lineup. 16 ©2014 Buffalo Chip Campground, LLC. ©2014 Buffalo Chip Campground, LLC. 17
  10. 10. CHALLENGE: Maximize the Buffalo Chip’s immense marketing platforms as well as its onsite audience to increase awareness and exposure of GEICO’s broad-reaching services. IGNITION: Serving as an exclusive Buffalo Chip partner, the GEICO team launched a brand activation that marked out a massive footprint within the venue. With its target demographics onsite, GEICO tapped into extensive markets of key consumers. The brand acquainted attendees with its diverse services through use of highly impactful displays including massive off-shore race boats, high-octane powerboats, and its ever-popular stock NASCAR. With lean-in participation from attendees, GEICO optimized one-on-one interactions to educate and create familiarity with its brand. RESULTS: GEICO’s onsite installations drove awareness, elevated brand recognition and created lasting impressions with fans. The dramatic activations caused excitement and increased interaction on the brand’s social media outlets through fan-generated content. CLIENT SUCCESS CLIENT SUCCESS CHALLENGE: Utilize the long and storied history of Indian Motorcycles to connect with fans and consumers young and old, while showcasing the brand’s dedication to heritage and commitment to innovation. IGNITION: Informative and powerful activations allowed attendees to connect with the brand through meaningful, first-hand experiences. Large-scale opportunities were established so fans could pay homage to Indian’s iconic roots and connect with like-minded enthusiasts. These included the VIP Indian Owners events, new model displays at the CrossRoads and a slow-roll parade through the campground. RESULTS: Massive brand activity and exceptional media buzz surrounded Indian Motorcycles all week due to its use of integrated marketing channels throughout the massive Chip venue. At every activation the brand also saw immediate positive results with significant increases in social media. www.toddwilliamsusa.com www.toddwilliamsusa.com 18 ©2014 Buffalo Chip Campground, LLC. ©2014 Buffalo Chip Campground, LLC. 19
  11. 11. CHALLENGE: Maximize brand exposure and fan engagement by leveraging the roaring excitement and electric buzz of The Buffalo Chip audience. IGNITION: Victory made the most of The Chip’s extensive facilities by launching an arsenal of daily activations. The brand executed an impactful mix of promotional, educational, and interactive experiences. Demo rides and factory displays at the CrossRoads provided first-hand experiences with products. The Victory Owners Sturgis Ride and Party provided opportunities for camaraderie and creating life-long memories. Victory was the center of an immeasurable buzz due to the presence of celebrity spokespeople such as R. Lee Ermey and the culmination of its highly coveted Sturgis Rider Sweepstakes giveaway. RESULTS: Victory saw significant increases in public awareness and brand interest by empowering customized portals. Combining its free-flowing and one-on-one experiences at The Chip allowed Victory to create authentic and memorable impressions, heighten fan loyalty and broaden its footprint in the motorcycle industry. CLIENT SUCCESS CLIENT SUCCESS R CHALLENGE: Increase industry and consumer recognition of the Adventure Power and Kinetik Audio brands through multiple promotional and onsite engagements. IGNITION: Adventure Power-Kinetik Audio further penetrated the consumer market and showcased its commitment and passion for the motorcycle industry by debuting innovative new products and serving as title sponsor of the Legends Ride and Top Builder Competition. The brand established new relationships with industry influencers and maximized collaboration by hosting the Top Shelf VIP area during highly anticipated Buffalo Chip performances from Mötley Crüe and Alice Cooper. RESULTS: By investing in dynamic and engaging experiences, Adventure Power-Kinetik Audio received monumental exposure and firmly planted itself in the minds of key consumers. Top-tier activations increased the brand’s credibility, proved its reputation for creating innovative and reliable products, and further established its role as a key player in the industry. www.toddwilliamsusa.com www.toddwilliamsusa.com © 2014 Victory Motorcycle 20 ©2014 Buffalo Chip Campground, LLC. ©2014 Buffalo Chip Campground, LLC. 21
  12. 12. PRODUCING RESULTS FOR THE WORLD’S LEADING BRANDS! 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 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 Laramie, 2014 Miss Buffalo Chip Poster Model 22 ©2014 Buffalo Chip Campground, LLC.
  13. 13. JUL 31 – AUG 9 JOIN US FOR THE PARTY OF THE CENTURY AT THE STURGIS BUFFALO CHIP FOR SPONSORSHIP INQUIRIES, CONTACT: Lon Nordbye, Director of Corporate Partnerships (605) 415-5599 or lon@buffalochip.com www.toddwilliamsusa.com

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