The document outlines a proposed Project Speedway initiative that would include a NASCAR racing team, a primetime television show, an ultimate racing experience facility in Hollywood, and a video game. The goal is to leverage celebrities and existing NASCAR audiences to attract mainstream viewers and fans. Each component is designed to promote the others and maximize commercial opportunities. Revenue would come from the television show, racing team sponsorships and merchandise, the racing experience facility, and video game sales. The television show concept combines elements of motorsports competitions and reality television to find the next popular driver.
2. 1 - The Vision 2 - Motorsports Team 3 - Television Show 4 - Ultimate Racing Experience 5 - Closing 6 - NASCAR Brand Review Table of Contents
3. The Vision Taking it to a whole new level Some of the biggest names and hero’s of yesterday and today are sports and film stars. The impact on pop culture is often molded by these larger than life personalities. Companies world-wide have proven its good business to align themselves with these stars and whole industries have been borne and flourished from it. Few know and understand the purposeful strategies that go on behind the scene’s to create such figures and then profit made by them. Our vision is to use this approach to develop a new “mega brand” that resonates with main stream audiences by combining motorsports elite and entertainment industry moguls for massive growth potential. Our purpose is to inspire and generate legions of fans who consume our products and services by leveraging existing audience attention. The following slides outline the opportunity and strategy for this new business model. The Vision Attract the eyes of the world.
4. Project Speedway is the culmination of years of development by visionaries Kenton Gray and Aaron Skyy. Project Speedway has been meticulously been designed to take advantage of rich opportunities. Project Speedway consists of: A new Prime Time television series A newly created & branded NASCAR team A Project Speedway Fan Experience based in Hollywood CA. A super progressive video game “Speedway X” Each of the four components work in harmony to promote and popularize one another and exploit commercial opportunity. At the core of this Brand is an experienced team and a handful of the worlds biggest celebrities. Project Speedway is a complete sports entertainment juggernaut. Life in the fast lane just got a whole lot faster. The Vision What is Project Speedway? Welcome to the world of P ROJECT S PEEDWAY
5. The Discovery What is it that we’ve identified that makes Project Speedway a gold mine? Read on. What is the magic formula NASCAR is constantly searching for? It is the perfect combination of factors that creates on-going excitement, enthusiasm and unwavering fan loyalty within the sport. The fans are the fuel for the NASCAR machine. Without the fans the revenue dries up. What does NASCAR need? What do the sponsors want? What do the networks want? The answer is “a bigger audience.” Access to the larger main-stream consumers. Per survey and market research the sponsor executives feel they’ve got the NASCAR fan base pretty much in hand but what they are looking for is something new and unique that is entertainment based. Still connected to the sport but that will give them the opportunity to reach a bigger audience. NASCAR media’s purpose is to interface with the entertainment industry and create new opportunities. As of June 9, 2010 the series they had been working on with TLC has been canceled due to creative differences. The timing is perfect as NASCAR, the sponsor’s, the network and the fans are ready for something new that resonates with consumers and attracts their interest and attention. Project Speedway is that new entertainment project that captures the hearts and minds, that inspires the common man. Lights! Camera! Action!
6. Building Brands and Profit What do Presidents, politicians, TV stars, Movie stars, Rock Stars, Top Athletes, Hollywood Studio’s, Fortune 500 companies and every wannabe have in common? NASCAR! They all use NASCAR for exposure, exposure, exposure! It’s the place to be and the place to be seen. Massive Exposure One of the biggest keys to success for any brand is Exposure. The world of motorsports and entertainment are littered with brand success stories. Companies consistently spend 10’s of millions of dollars each year to build, strengthen and sell there wares through sponsorships and product placement opportunities generating billions in profits. The entertainment world and the world of NASCAR have the largest, most consistent on going media connection with the people of Earth. It is exposure, exposure, exposure that will fuel this concept. Unparalleled Loyalty 72% of motorsports fans say they almost always or frequently buy a sponsor's product rather than choose one from a non-sponsor company. High Impact Image Race cars generate impact and offer a highly visible, exciting and memorable advertising medium which enhances the corporate image by conveying competitiveness, innovation and a winning attitude. Exposure – Exposure - Exposure
7. Take the initiative to celebritize Project Speedway’s own brands and identities. The components that make up the NASCAR machine are individualized. NASCAR Race teams traditionally are in the business of building and fielding competitive race cars, this is one piece of the puzzle. They’re not in the business of marketing concepts or entertainment idea’s that leverage the team and drivers. That is left to Hollywood, PR, marketing and ad agencies. As the teams and drivers are what hold all of the value for fans this second piece of the puzzle is where most all of the opportunity lies. Like any product it must be marketed properly otherwise tremendous potential revenue is left on the table. This is the sports and entertainment business and as such the team that embraces and exploits this fact fully will increase its bottom line and expand its influence beyond anything yet seen. We are the first to fully integrate the best of entertainment with the world of motorsports to enhance and drive OUR brands. It’s big business with multi-billion dollar opportunities. Case Studies: Brands Entering NASCAR Red Bull Racing: Goal - enhance the Red Bull brand & drive sales. Accomplished. Toyota: Goal - To be the number one automaker in the US. Accomplished. 25% of the Fortune 500 use NASCAR to fuel their brand initiatives as well as other entities in politics, entertainment and Armed Forces etc. Leveraging the Power of NASCAR and Entertainment Leverage the Power
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9. More brand visibility More targeted PR More retail traffic More online traffic More excitement More sales More revenue! Driving MORE Sponsorship & Branding
10. Revenue Streams & Opportunities Revenue Streams Project Speedway TV series Production Fee’s Advertising Revenue from all forms Product Placement and Show Sponsorships Format Rights Sales Syndication Fee’s Show & Team Apparel, Merchandise & Licensed goods Text Messaging fees & bounce backs. Project Speedway NASCAR race team Endorsements and Team Sponsorships Race Winning’s, bonuses and contingency funds Television Fund Championship Owners Program Apparel and Merchandise Licensed goods Leveraged sponsorship packages that integrate other opportunities Show, Race Team & Driving Experience leveraged partnerships TV & Film production fee’s
11. Revenue Streams Project Speedway Ultimate Driving/Racing Experience Sponsorships Driving Experience’s & Training Programs Ride-a-long’s Corporate Events & Entertainment Apparel & Merchandise Location Fee’s for TV & Film Special Events Commercial, TV, & Film Consulting, Production, Studio rentals Video game - Project Speedway’s “Speedway X” Game Sales Signature Series Racing/Driving Simulator and gear. Opportunities Use of platform to expose proprietary brands and companies Platform includes: TV Series, Fan Experience, Race Team the celebrity owners and friends who contribute to the popularization of Project Speedway. Revenue Streams & Opportunities
13. MOTORSPORTS TEAM Introducing Project Speedway Race Team P ROJECT S PEEDWAY
14. Championship Race Team Building a New Power Brand Only the best will do. The new Project Speedway Racing team will be debuting at the 2011 Daytona 500. The vision of being a new power brand is the goal. Executing this vision is completely possible with the high caliber of people behind this project and the existing key relationships within the top levels of the sport. Project Speedway Racing will be partnering with the premier championship winning team in the sport. Hendrick Motorsports will be a technology partner providing engines, chassis and technical expertise to ensure we have the what we need to win races.
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16. An American race car driver from Carlsbad, CA but considers his hometown to be Stamford, Ct. His father, Bob Said, was a Formula One race driver and US Olympic bobsled driver in 1968 and 1972. He currently drives the #26 Ford Fusion for Latitude 43 Motorsports in the NASCAR Sprint Cup Series. Although he is now making the move to full-time NASCAR competition alongside crew chief Frank Stoddard. His NASCAR career began in 1995 as a "Road course ringer" primarily due to his extensive road-racing experience. Among the notable awards are 1997 & 1998 24 Hours of Daytona winner, 1998 12 Hours of Sebring winner, 2005 24 Hours Nürburgring winner. He has driven for some of the most famous teams in Nascar and his passion for racing is higher than ever. BORIS SAID – The Master Driver – Project Speedway Racing
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18. PRIMETIME TV A New Concept in Reality TV P ROJECT S PEEDWAY
20. Production: A Pecko Films Production Digital Graphics: Zoic Studios Program: 1 Hour Episode: Changing (Players) Host- Eddie Rubin & Marry Morhring Judges – Sean Combs Darrel Whaltrip Hot Female Agent 20 Finalist’s – Who say “I’m the best” But Project Speed Way will prove otherwise…. Product Placement Sponsors: Bridgestone Tires Metal Crafters Zeiring Medical Tomarco John Jory Corp. P ROJECT S PEEDWAY Created by Aaron Skyy Kenton Gray & Ed Shain
21. Life at the top. The pinnacle of modern motorsports. Fortune. Fame and everything that goes with it. If you had the chance would you risk it all for a shot at super stardom? In the fast paced and highly competitive world of sports entertainment the chances of the average guy or gal making it is slim to none. In this gritty new series the best from all 50 states go head to head to prove why they deserve to be one of the 20 finalists that will compete for the coveted prize. To emerge as America’s favorite driver . What does it take to get there? Find out on Project Speedway. Project Speed Way Nascar meets American Idol and Entourage in the hot new series “Project Speedway.”
22. Project Speedway will break one new driver each season and will quickly emerge as the source for new talent in modern motorsports. These newly crowned drivers will enter the world of motorsports more experienced, nationally exposed and sponsored. As known quantities each new driver will be completely armed with the potential of controlling their destiny. Project Speed Way will have selected guest star celebrities and our finalists showing their best trying to become the America’s next favorite driver.
23. Branded Entertainment Whether you call it Affinity Marketing, Experiential Marketing or Branded Entertainment they all basically mean the same thing; Getting a personal connection with the consumer. Product placement is a marketing practice designed to intentionally insert products into the content of entertainment programs, such as movies and television programs. In most cases the placement is subtle so as not to divert significant attention from the main content of the program or media outlet. Situation: As traditional advertising wanes advertisers are finding new life in unique stealth marketing. Better known as “branded entertainment,” where companies pay a premium to be placed or be integrated into the programming content. Opportunity: Unlike all other sports and forms of televised entertainment, brands are part and parcel to the game of racing. “Brand Clutter” isn’t an issue in racing, on the contrary it is highly effective. No other show can compete with the potential of branded integration opportunity within Project Speedway. What would seem ludicrous & out of place on other shows is part of the story & expected in racing. The lifeblood of racing is sponsors and fans wholeheartedly embrace this fact. Branded Entertainment In Television and Motorsports
24. Audience … Demographics Existing NASCAR fan base world-wide Non racing fan general network audience Male and female 18 – 45 yrs old The power is in the numbers. Database capture, development & activation program. The program is heavy with weekly, monthly and seasonal activation initiatives. Within each episode clues, trivia, pieces of puzzles or instructions are given to viewers that invite their participation to enter the many contests, challenges, giveaways and other Project Speedway activities. This provides a powerful database capture development and activation program. Each viewer is instructed to text message their responses and/or go to our website at the end of each episode. This results in willful identity capture that includes participation.
25. Distribution Model Series on FOX Television 2011 2011 Premier aligned with Daytona 500 on Fox Webisodes Mobisodes – 3G & 4G content distribution
26. Show Production Budget $650,000 per episode *Budget is based on estimated requirements for each episode. This figure represents true cost of each episode after all preproduction expenses. Budgets can fluctuate drastically as a result of many factors, mainly it has to do with the value of the show. The more value the more revenue can be generated the more potential budget for episodes. Figure represents production costs to produce each 1 hour episode. Minimum of 6-8 episodes for 2011 1 1 Based on terms negotiated with network and timing with NASCAR seasonal programming Full season 2012 Pre-production budget TBD
27. THE ULTIMATE VIDEO GAME An experience like no other game provides P ROJECT S PEEDWAY
34. Future expansion plans include NASCAR experiences at additional tracks and the Project Speedway Tour. Additional tracks include Las Vegas Motor Speedway and Infineon Raceway in Sonoma CA. The exclusive contract to deliver NASCAR racing experiences at the Las Vegas Motor Speedway ends 4 th quarter 2011 and its our intention to lobby to take over the contract in 2012. A road course experience to be delivered in Sonoma CA at Infineon Raceway is definitely in demand by the local fan base and with the closest competitor based in Charlotte NC this market is wide open. The timing is perfect to take advantage of new market opportunities, secure a foothold in the gap left by the withdrawing industry leader and capitalize on the enormous demand untouched in the Southern California market. Our Vision Future Expansion Potential Immediate Operation With operations running at both Auto Club Speedway and Toyota Speedway at Irwindale we will have essentially locked up the So Cal. market. The racing experiences will be using two types of NASCAR race cars; the new NASCAR Nationwide and NASCAR Sprint Cup race cars. The same cars used in real races. The Project Speedways NASCAR Experience will provide a menu of racing excitement from ride-along’s to the full racing experience, which puts fans behind the wheel and in control of an authentic race car. Our programs allow enthusiasts and corporations alike to get first-hand experience of what its like to race at high speeds around the same track as the biggest stars of NASCAR. Real Tracks! Real Cars! Real Speed!
35. Toyota Speedway at Irwindale Our Home Includes Inside of Corporate Brochure
41. Our Race Cars Exciting Times New Nationwide Series car on course for 2010 season The excitement surrounding the new NASCAR Nationwide Series car has everyone talking. After three-plus years of design, testing and back-and-forth discussion with series teams it’s come down to Friday night at Daytona. The goals for the new car – closer competition, safety enhancements and creating a specific identity for the series – are included in the buzz that surrounding the models. Fans and drivers alike are eagerly awaiting the Dodge Challenger and Ford Mustang, along with another new model in the series, the Chevrolet Impala. Toyota will continue to race its Camry. The new-car model fits right into the look of cars that are on the road today. What does this mean for the Project Speedway Experience? Fans lining up to see, ride in and have a chance to drive the new race car. It new, its exciting and its hot looking. The Ultimate Driving Adventure
57. Project Speedway Launch A time sensitive program. Project Speedway’s rich opportunity only exist with its ability to plug into the existing structure, timelines and schedule of NASCAR, broadcasts networks and corporate America’s marketing and sponsorship financial budgeting. We have to concurrently align our development and production of Project Speedway with the pre-existing schedule. We have the opportunity to show up and be the center of attention. To roll this out and meet the 2011 target we have only one opportunity when NASCAR and Hollywood come together this year. That is the weekend of October 8-10th at the Auto Club Speedway in Fontana CA. And since the whole Project Speedway concept surrounds NASCAR meets Hollywood this is only one date this year that this is possible. PLAN Have a NASCAR Hollywood rollout and a New York/ Wall Street Roll out. Both of these need to be huge media days. Hollywood rollout would be a big star studded event at the Staples Center and press conference at Auto Club Speedway with all of the main players the day of the big race. Followed up by a media tour. Fan experience cars already put together and onsite to deliver rides to all of our VIP guests. Then we go to New York and do a Sean Combs Wall Street roll out with our race cars parked with Sean’s Bentley all dressed to the nines and have a big party with financial big wigs in New York followed up with a media tour in New York. This rolls in to the road to Daytona coverage for Boris and I and B-roll for Project Speedway TV show. To get all of these pieces together is going to take tight coordination but is completely possible so lets make it happen and everyone will win. Project Speedway Timeline
58. Capital Funding Requirements Motorsports Team - $50 million TV Show - $4.5 million* Fan Driving Experience - $5 million *Includes: deficit financing for 11 one hour episodes, pilot & development California Market Development
59. In Sports we must learn to rise to the occasion and grow, as well such is life. Thus is our foundation of this proposal. We hope that at the least we inspired you to find one’s self for chance, risk and reward. The moment of focused winning is upon us. Be not a spectator, be a driver……
60. Julia Haye Project Speedway 1900 Avenue of the Stars Los Angeles, CA 90067 Be a Partner. The marketing overview is for informational purposes only. The information contained in this overview is privileged and confidential and protected from disclosure or reproducing in any manner. If the reader of this overview is not the intended recipient, or an employee or agent responsible for delivering this message to the intended recipient, you are hereby notified that any dissemination, distribution or copying of this communication is strictly prohibited. All prices, data and other information are the property of Project Speedways, LLC. The disclosure policy will be strictly enforced. The Starting Line Representation www. ProjectSpeedway .com Aaron Sky 3943 Irvine Blvd. #32 Irvine, CA 92602 310.344.8809 M
65. Results reflect most recently completed regular seasons: NFL (2005), NNCS (2005), NCAA Football (2005), PGA (2005), MLB (2005), NBS (2005), NBA (2005-2006), NCAA Basketball (2005-2006), and NHL (2005-2006). Source: Nielsen Media Research NASCAR is the #2 Regular-Season Sport on TV 2005 AVERAGE NETWORK RATINGS Most Recently Completed Regular Season
81. The Power of the NASCAR Mark NASCAR fans expect quality and value from NASCAR-related products, and most are willing to pay a premium. Source: Ipsos Insight, NASCAR Licensing Study 2000 “ When I see the NASCAR logo on something, I know it will be a quality product” “ NASCAR-related products are always a good value for the money” “ If I see the NASCAR logo on something, I am much more likely to buy it than I am to buy a similar product that is not NASCAR-related” “ I don’t mind paying more for a NASCAR product” 89% 82% 72% 66% % of NASCAR Fans Who Agree:
83. NASCAR Fans Embrace Sponsorship Source: Ipsos Insight, NASCAR Brand Tracker NASCAR fans are three-times as likely to try and purchase NASCAR sponsors’ products and services* * vs. non-NASCAR fans Percentage of NASCAR fans who agree “ NASCAR drivers could not run their cars without sponsors’ support” “ NASCAR is the kind of sport that needs corporate sponsorship” “ I know which companies sponsor NASCAR and its drivers” 91% 90% 76%
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85. NASCAR Impacts Consumer Purchase Behavior Case study examples: According to Best Western, it’s NASCAR Sponsorship has generated more attention than any other brand-wide initiative in company history. Domino’s Exec VP/Marketing Ken Calwell said that the company has become the “top brand preferred by NASCAR fans,” who are “ six times more likely to order pizza from Domino’s because of its NASCAR affiliation .” Wilson's Leather chief executive Michael Searles credits NASCAR with a huge share of the company's 13 percent first-quarter sales growth . Less than 5 percent of the store’s inventory is NASCAR-branded, said Searles. But those products, ranging from leather jackets autographed by drivers to women’s handbags, account for around 20 percent of sales . "We did a survey and found out that if we sponsored NASCAR, 44 percent of the people shopping at our competitors said they'd switch [to Office Depot, ]" said Tony Ueber, Office Depot Vice President of Marketing. According to Checkers/Rally’s, the NASCAR Combo Meal is the chain’s #1 or #2 selling combo item in all Checkers/Rally’s restaurant locations.
86. Fortune 500 Firms and NASCAR Source: Fortune Magazine, 2005 Fortune 500 List More Fortune 500 firms rely on NASCAR to build their brands than any other sport. 1 Wal-Mart 2 ExxonMobil 3 General Motors 4 Ford Motor Co. 5 General Electric 6 Chevron Texaco 8 Citigroup 12 Berkshire Hathaway 13 Home Depot 17 Altria Group 18 Bank of America 21 Kroger 24 Pfizer 26 Procter & Gamble 27 Target 28 Dell 30 Johnson & Johnson 31 Marathon Oil 32 Time Warner 33 SBC Com. 35 Albertson's 41 Microsoft 42 UPS 43 Lowe's 45 Sears Roebuck 49 Motorola 51 Allstate 125 Wyeth 134 Emerson Electric 135 Kimberly-Clark 138 Delta Air Lines 139 Anheuser-Busch 153 Eastman Kodak 156 Office Depot 157 Nextel 168 Waste Management 171 MBNA 182 Winn-Dixie Stores 197 General Mills 201 Dana 215 Gillette Company 234 Kellogg 236 PPG Industries 249 Yum Brands 252 Ashland 259 H.J. Heinz 265 Alltel 266 EMC 267 MeadWestvaco 273 SunTrust Banks 278 Avon Products 280 Dollar General 283 Gannett 300 KB Home 301 Fortune Brands 304 Newell Rubbermaid 307 Yellow Roadway 308 ITT Industries 326 Federal-Mogul 331 Sherwin-Williams 334 VF 350 AutoZone 359 Black & Decker 373 Family Dollar Stores 377 Brunswick 383 Mattel 387 AMD 390 Charter Comm. 396 Harrah's 399 Radio Shack 410 Maytag 429 Rockwell Automation 430 Timken 433 USG 436 Hershey Foods 445 Clorox 447 Molson Coors 455 Ecolab 464 Levi Strauss 487 Advance Auto Parts 493 Stater Bros. Holdings 52 Wells Fargo 54 Walt Disney 57 Caterpillar 61 PepsiCo 63 Delphi 66 DuPont 69 Viacom 72 Tyson Foods 75 Honeywell Int'l 77 Best Buy 78 FedEx 82 Sunoco 89 Weyerhaeuser 92 Coca-Cola 95 EDS 98 News Corp. 99 Nationwide 102 Comcast 105 3M 106 Deere 107 Cendant 109 Georgia-Pacific 115 General Dynamics 116 McDonald's 118 Visteon 120 Goodyear 121 ConAgra Foods
87. What Sponsors are Saying About NASCAR 50% of sports industry executives in 2005 indicate NASCAR is a “ rising star with still more growth potential ,” up +100% vs. 2003. “ It’s a national sport that’s growing and the demographics make it very attractive. They index very well— on income, on occupation, on gender mix, on diversity. We think there’s really an opportunity for us to grow with NASCAR over the following years.” Chuck Rubin President “ We’re most impressed with the number of opportunities to activate, across our customer base, both internal and external. It’s afforded us an opportunity, this brand alignment, to message directly to our customers in a way that we may not have been able to without bringing the two brands together as one.” Patrick Guilbert Vice President Sponsorship & Events “ As the leading brand by over a two-to-one margin, we only align ourselves with leading properties. We wanted to align with NASCAR because, clearly, they're the #1 motorsport out there and the #1 fan base there is. And if you can tap into that fan loyalty, that passion, and connect with them in a relevant, differentiated manner, you can really grow your business. That’s what NASCAR does for us.” Michael Lynch Senior Vice President Event & Sponsorship Marketing “ At the very beginning, this was a way for us to connect with our customers. That’s the most important thing for DuPont, and I think NASCAR gives us the opportunity to do that—we entertain about 25,000 customers every year at NASCAR events.” Edward Donnelly Group Vice President Source: Turnkey Sports
94. #1 Spectator Sport # 2 rated regular-season sport on television 75 Million fans Over $2 billion in annual licensed sales More Fortune 500 companies than any other sport Not just a sport…It’s a lifestyle
Editor's Notes
The need to incorporate each and every aspect of the game was the intention and to also block any copying or competition by doing it all first. SSX provides opportunities like know other in branded content, audience participation, capture and activation, use of celebrities, exposes local racing programs and the fun of racing, it encourages people not only to seek their dreams but to try something new, it exposes all sides of the sport. It enlightens and it entertains.
Show Leveraged partnerships: Example possibility. Friends had the centrel perk coffee shop. We could partner with a chain or local restaurant of the favorite hot spot for cast and build a set that is the restaurant. Which promotes the restaurant.
Show Leveraged partnerships: Example possibility. Friends had the centrel perk coffee shop. We could partner with a chain or local restaurant of the favorite hot spot for cast and build a set that is the restaurant. Which promotes the restaurant.
How out of place would an American Idol performer be wearing logos on their costume. Its ridiculous yet what they do get away with costs advertisers a mint.
Green screen production setup where visitors can act out and be put in any number of different racing or tv show scene. Like what they had at Universal City walk.