2012 sturgis buffalo chip event summary

The 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 their

lives and to create memories that will last a lifetime. There is simply no other music venue that can match the unique and

authentic motorcycle experience of the Sturgis Buffalo Chip.

Despite recessionary cautions, the Sturgis Buffalo Chip hosted record crowds by offering one of the best nine-day

concert 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 three

national 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

full range of fans2012 chip


Gender:Male: 63%

Female: 37%

Marital Status:Single: 48%

Married: 52%

Age:Under 19: 1%

19-24: 10%25-34: 22%35-44: 25%45-54: 26%55-64: 13%65-74: 2%

75 Plus: 1%

Do you have a passport? Yes: 57%No: 43%

How many trips do you take per year?

0-2: 29%3-5: 46%6-8: 16%

9 Plus: 9%

Dwelling TypeRent – 22%Own – 78%

What was your total

household income before taxes for the past calendar year

(Jan-Dec)? $1 - $49,999 – 26%

$50,000 - $99,999 – 38%$100k - $149,999 – 21%$150k - $199,999 – 9%

$200k + – 6%

Census DivisionWest North Central – 18%

Mountain – 23%East North Central – 19%West South Central – 14%

Pacific – 13%New England – 3%

East South Central – 7%South Atlantic – 1%Middle Atlantic – 2%

Education Level Bachelor’s Degree – 23%

Some College – 38%Graduate Degree – 13%

High School – 24%Less than High School – 2%

Describe your occupationProfessional/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%

Which of the following do you intend to do within the next 6 to 12 months?

Take a cruise – 21%Fly to a vacation destination – 29%

Buy a new home entertainment system – 7%Buy a new personal computer – 10%

Buy a house – 6%Remodel current home – 10%

Buy a new recreational vehicle – 4%Buy a new motorcycle – 9%

Buy/lease a new car, truck or SUV – 4%

What activities do you enjoy? Hunting/Fishing – 56%

Sports, attending or playing – 53%

Boating/Sailing – 47%Theme Park – 25%

Gambling – 31%Shopping – 26%

Hike, Bicycle – 32%Visit Museums/

Historic Places – 30%

When you attend the Rally, what is your average length of stay at the Buffalo Chip?Less than 3 days – 5%

3-4 days – 18%5-6 days – 30%7-8 days – 32%9-10 days – 9%10+ days – 6%

How many times have you stayed at the

Buffalo Chip Campground during the Rally? 1st Time – 40%

1-5 – 44%6-10 – 12%11+ – 4%

How did you travel to the Buffalo Chip?

Ride – 46%Auto/truck towing a

trailer/RV – 51%Fly – 3%

Statistics courtesy of 2011 Sturgis Buffalo Chip Marketing Survey.

fiT dimensionsOur customers are very loyal and passionate consumers. They are heavy consumers of travel products, home improvement products, recreational-outdoor products and of course, motorcycles, parts and accessories. Attendees from all 50 states and 23 countries.

2012 chip


epic enTerTainmenT Since 1982, the Sturgis Buffalo Chip has played host to the best recording artists on the planet giving moto-music fans nine full days of unforgettable performances. Along with the unmistakable rock and rumble vibe of the Sturgis Buffalo Chip, sellout crowds reveled in an eclectic mix of headlining superstars and talented up-and-comers across every genre including: Zac Brown Band, Lynyrd Skynyrd, Journey, Sugarland, Eric Church, BOSTON, Shinedown, Sublime with Rome,

Saving Abel, Buckcherry, Lukas Nelson & Promise of the Real, SLASH featuring Myles Kennedy & The Conspirators, Aaron Lewis, Candlebox, Loverboy, Skid Row, Sweet Cyanide, the 4onthefloor, Finding Clyde, Adelitas Way, WAR, Michael Holt and the Trophy 500’s, and many more.

massive exposureThe Chip works closely with major network television to secure high profile national and international media placements. For 2012, the Sturgis Buffalo Chip was chosen by the Discovery Channel to film episodes for American Chopper Sr. vs. Jr. and American Guns along with three separate one-hour specials set to air on the Travel Channel. We make an effort to be everywhere to ensure the Sturgis Buffalo Chip brand stays top of mind.

engaging evenTsThe Sturgis Buffalo Chip brand stands out as unique and valuable by not only offering its customers the hottest nightlife in Sturgis, but also an unlimited amount of engaging and memorable events during the day, including the 12th annual Motorcycles as Art Exhibition, Zip the Chip Zip Line, Rumble in the Hills Pro Hillclimb, Harley Owners Group-Buffalo Chip Experience, Guns of Freedom, Victory Owners Sturgis Ride & Party, Rat’s Hole Custom Bike Show and much, much more.

communiTy leadershipTo providing expanded opportunities to the industries future technicians and raising significant funds for local charities, the Sturgis Buffalo Chip is as passionate about helping those around us as we are about throwing the Best Party Anywhere. Through our own proprietary charity platforms including the Buffalo Chip Challenge, Legends Ride and Biker Belles, the Sturgis Buffalo Chip has raised close to $300,000 for deserving charities since 2008.

highlighTs

“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 chip evenT


powerful pr Authenticity makes you visible. The Sturgis Buffalo Chip’s world-class entertainment and unrivaled motorcycle atmosphere captivates the attention of the world’s media and generates massive amounts of exposure across all medium. The Chip heightened publicity efforts with media partnerships and by hosting several media groups providing the perfect platform for authentic, timely and compelling content.

naTional promoTions One of the most effective ways to reach our target audience is with a series of promotions, sweepstakes and contests before, during and after the Sturgis Rally. Be it our own properties like the Sturgis Rider Sweepstakes and Top Model Contest, or co-promotions like Diaego’s Ultimate Trip to the Chip, activations such as these allow the good word of The Chip to penetrate retail locations, bars, restaurants, dealerships and other desirable on-premise locations.

outspoken advocatesEffective marketing is delivered or influenced by people. Fans, musicians, celebrities and media alike share an authentic intersection of shared passions and values which make them HUGE advocates for the Sturgis Buffalo Chip brand. From celebrities like R. Lee “Gunny” Ermey and Paul Teutul Jr. to our most important advocates, our customers, we go out of our way to equip people to influence others about the fun and excitement of the Sturgis Buffalo Chip experience.

proprieTary plaTform

The reach of the Sturgis Buffalo Chip brand is extended by a vast arsenal of owned media properties including its nationally-distributed consumer publication, the Buffalo Chip Gazette-Sturgis Rider News®. Our print, online, video, digital and social media properties grab attention, provide direct interaction and fuel conversation that keeps consumers engaged before, during and after the Sturgis Rally on a continual basis.

prolific parTners

In addition to publicity, promotions, advocates and our own proprietary platform, the Sturgis Buffalo Chip relies on its extraordinary sponsors to extend its reach outside its sphere of influence. Blue chip corporations like BIC USA, Inc., GEICO Motorcycle, Pepsi Cola, Russ Brown Motorcycle Attorneys and Victory Motorcycles are just a few of our sponsors who make sure the good word of The Chip is broadcast across a variety of highly visible platforms.

The Sturgis Buffalo Chip engages and interacts with consumers year-round by building awareness and anticipation for The Best Party Anywhere™ before, during and after the rally.

how we sTay hoT!

“The Chip is the only place on earth where you get applause via revving engines!” ~ Jennifer Nettles – Sugarland

2012 chip


Global Reach

The Sturgis Buffalo Chip captures the attention of the world’s print, digital and broadcast media and generates earned media coverage on a massive global scale. In 2012, The Chip was inescapable as 1.86 billion audience impressions were generated across television, radio, print, online and social media outlets making it the most publicized event gathering in motorcycling.

Onsite Audience

The largest, most visited venue of its kind. In 2012, the Sturgis Rally ushered in over 445,700 onsite attendees. Most of which were drawn to the Sturgis Buffalo Chip as multi-day campers, concert-goers or frequent shoppers at the new free access CrossRoads commercial destination. The Sturgis Buffalo Chip captures and holds the consumers attention with brand messaging, events and entertainment for over 9 high impact days.

LOcALized ReAch Local and regional media outlets chose to make the Sturgis Buffalo Chip their top story each day of the rally. An effective combination of television, radio, print and outdoor media buys along with over 300 hours of live remotes on eleven radio stations broadcasting onsite at the Sturgis Buffalo Chip generated a substantial 28 million audience impressions.

MOtORcycLe AudienceUpwards of 55 million individual readers got an eyeful of the Sturgis Buffalo Chip and partner brand exposure over the past year. In addition to being the focal point of two nationally-circulated features in “American Iron” and “Hot Bike” magazines, the Buffalo Chip gained expansive and reoccurring coverage in motorcycling’s leading domestic and international print and online publications including Motorcycle-USA.com, Ultimate Motorcycling.com, Cyril Huze Blog, Bikernet.com and many more.

BuffALO chip pLAtfORMThe Buffalo Chip owns and manages the largest proprietary marketing platform of the Sturgis Rally. Highlighted by its flagship print publication, the “Buffalo Chip Gazette- Sturgis Rider News”, the event’s top trafficked website BuffaloChip.com, e-newsletters, social media and media partnerships influencing more than 500 million audience impressions on a 12-month basis.

“The venue at the Legendary Buffalo Chip provides more value, exposure and overall return on investment than any other event.” ~ Robert White – Director of Market Development, Renewable Fuels Association


An experiential platform bringing the universal appeal of music and motorcycling to a global audience.

ReAch diMensiOns2012 chip

vicTory moTorcyclesclienT:

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


epiphone guiTarsclienT:

challenge: Drive even more buzz and data capture by hosting the Buffalo Chip’s Sturgis Rider® Sweepstakes onsite during the rally.

2012 Sturgis Rider Sweepstakes Winner Ian Sherwood - Wood, SD.

TacTics:Integrated promotion platform 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


red Bull norTh americaclienT:

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.


harley-davidsonclienT:

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.


indusTry 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


capaBilTiesThe 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, adverTising and pr • Dynamic Event Website• Bi-Weekly E-Newsletters (24 Annual Issues)• Event-Specific PR Campaigns• Print Publication: Buffalo Chip Gazette – Sturgis Rider News• Outdoor & Radio Advertising• Live Radio Remotes

enTiTlemenT righTs • Title Sponsorship Designation• Official Product and/or Service Designation• Category Exclusivity• Defined Promotional and Sales Rights• Rights to Use Marks and/or Logos• Promotional Theme Nights Services• Strategic Planning• Creative Planning & Design• On-Site Activation & Execution• Market Research• Fulfillment & Valuation

on-siTe • 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)

2013 chip


Proud 2012 sPonsors:

August 2-11, 2013back bigger and better than ever

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 [email protected]


2012 sturgis buffalo chip event summary

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