moto gp experience indy review international motorcycle shows

The MotoGPTM Experience ADVANSTAR PARTNER REVIEW

© 2013 Advanstar Inc.CONFIDENTIAL

AGENDA

Introductions

Track and DORNA goals (exposure, attendance, events)

Attendee Insights

Looking Back: MotoGP Experience today

Looking Ahead: 2013 and Beyond

Next Steps

Appendix: Supporting Materials

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BRAND EXPOSUREElevate MotoGP brand exposure

EDUCATION Educate non-race motorcycle enthusiasts

FAN ENGAGEMENTStrengthen relationships with racing enthusiasts

GROW TICKET SALESIncrease attendance and U.S. MotoGP racing events

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UNDERSTANDING TRACKS & DORNA GOALS

MOTORCYCLE SHOW ATTENDEE SNAPSHOT

Attendee Snapshot (Through Chicago) Traveled 55 miles to see the show Spent $186 on Show Site: $186 2.6 people per group Average Age: 45 Household Income: $71,326 USD #1 Feature Fans Wanted to See: The MotoGP Experience*

MotoGP – 13% J&P Cycles Ultimate Builder Competition- 9% XDL Street Jam (stunt performances)- 8% The Podium (seminars)- 8%

* Excluding, seeing the new 2013 models (69%)

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LOOKING BACK

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Ducati Mugello MotoGP | 2012

The MotoGPTM Experience TodayInternational Motorcycle Shows


TM

ADVANSTAR PARTNER REVIEW

PARTNERSHIP RECAP

Advanstar created a centerpiece MotoGP themed display at all 13 IMS shows in 2012/13

As a centerpiece, MotoGP will be central to all on site and outreach media activities; Provide natural and exciting location for on site mainstream television coverage of shows. Included as major component of planned viral video campaign MotoGP celebrities (riders, ambassadors) will be featured throughout outreach campaign

Display will be a replica MotoGP grid comprising 12 official race bikes in four rows as follows; Three factory prototypes one each from Honda, Yamaha and Ducati Three CRT bikes including Colin Edwards and two others Three Moto2 bikes Three Moto3 bikes

Pole position would rotate weekly between the three factory bikes.

Pole position bike will be used for attendee photo opportunity complete with MotoGP or sponsor branded umbrella girls. Photos will be emailed immediately on site a serve as a keepsake for attendees and can include collateral (coupons).

Podium stage will include MotoGP content and featured speakers as in 2012 (i.e. Kevin Schwantz, Colin Edwards, Scott Russel, Jason DiSalvo, Ben Spies were featured speakers).

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2012-13 PARTNERSHIP RECAP

Advanstar managed all logistics related to design, build set up and transportation of feature to all 13 markets.

Advanstar underwrote complete operational expense in addition to management and oversight costs and fund feature net of sponsorship/ promoter contribution.

EXISTING MotoGP Experience: Total actual expense at a minimum $200K USD to execute feature; $50-75K additional dollars would improve A/V and provide more racer appearances

Dorna has “officially” endorsed MotoGP Experience at IMS feature; Help secure bikes to be delivered to Atlanta prior to first show Favorably present feature to existing and potential sponsors Encourage participation by US race promoters Use feature derived content (photos, videos) in off season on motogp.com

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US RACE PROMOTER OPPORTUNITY

Advanstar provided a turnkey US MotoGP race ticket and package sales booth located within the MotoGP Experience at IMS

Strongly recommended that promoters offer a $15 discount on packages related to attendance at IMS (show tickets are $15 and offer can be positioned as free show entry if you buy a package early)

International Motorcycle Shows visits San Mateo, Dallas and Indianapolis, all three MotoGP host markets in addition to 10 strong motorcycle usage cities within riding range of US race sites.

Advanstar will continue to utilize significant consumer databases (270,000) to promote race tickets and MotoGP merchandise offers throughout show season and closer to upcoming events

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LOOKING AHEAD2013 AND BEYOND

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2013-14 NEXT STEPS

Indy Meetings & Introductions with Potential Partners - NOW

Official Partner Sponsorship Integration - March/April 2013

Feature Planning- March/April 2013

Costing of Feature- April 2013

Confirmation of Sponsors/Partners- May 2013

Survey/Focus Group Testing- June 2013

Execution of Feature Build – July 2013

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2013-14 PARTNERSHIP EVOLUTION

Open Ideation Discussion- What’s Ahead Focus Around Education, Interaction & Engagement

MotoGP Arcade Game Simulation (2014)

Audio & Visual Enhancements to Convey Energy & Excitement

Track Aerial Fly Bys

Timed Tissot Starting Grid & Show Countdown

Branded Sponsor Keepsakes (Go-Pro photos)

Branded Track Promo Items

Race Concept Bikes- MotoGP in 2015/ High demand for concepts

Racing Tree Reaction Contests- Timed by Tissot

Making of a MotoGP Machine

Hosted racer appearances, Q&A and autograph signings

MotoGP Partner Introductions and Integration- Tissot, Bridgestone, Go-

Pro, Red Bull, Dunlop, Motul, Aperol, BMW21


CONTACT INFORMATION

Tracy HarrisSenior Vice PresidentTel: 310.857.7378Email: [email protected]

Mike AusecSales DirectorTel: 310.857.7564Email: [email protected]


James HarterMarketing DirectorTel: 310.857.7572Email: [email protected]

Tigra TsujikawaBrand DirectorTel: 310.857.7323Email: [email protected]

APPENDIX

212013 MotoGP Bikes at IMS

D

Email Website Social Ticketing Press

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PRE-SHOW PROMOTION

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AT-SHOW ACTIVATIONS

Social Media E-Ticket Promotion Press

PROGRESSIVE INTERNATIONAL MOTORCYCLE SHOWS

SHOW PHOTOS

FAN INTERACTIONS

Over 2,800 images and emails captured thus far with MotoGP and race branding

PROGRESSIVE INTERNATIONAL MOTORCYCLE SHOWS

TRACK PHOTOS

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•13 major US cities reaching 75% of motorcycle riders in US•490,000 engaged motorcycle enthusiast attendees•990 million impressions from outreach campaign•Attendees represent $3.3 billion in powersports buying power•Attendee average household income is 160% of US national average

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Region# of IMS Shows

# of Retailers ('10)*

% of Retailers ('10) # M/C in use ('09)**

% of M/C in use ('09)

W 3 2,130 20.4% 2,765,500 25.1%MW 5 3,148 30.2% 2,557,600 23.2%

S 3 3,274 31.4% 3,627,800 32.9%E 2 1,876 18.0% 2,064,100 18.7%

Total 13 10,428 100.0% 11,015,000 100.0%

IMS 2012 – 2013 TOUR

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International Motorcycle Show Venue Dates

Atlanta Cobb Galleria Centre November 2 – 4, 2012

Dallas Dallas Convention Center November 9 – 11, 2012

Northern California San Mateo County Event Center November 16 – 18, 2012

Southern California Long Beach Convention Center December 7 – 9, 2012

Seattle Washington State Convention Center December 14 – 16, 2012

Washington, DC Washington Convention Center January 4 – 6, 2013

Minneapolis Minneapolis Convention Center January 11 – 13, 2013

New York Javits Center January 18 – 20, 2013

Ohio I-X Center January 25 – 27, 2013

Michigan Suburban Collection Showplace February 1 – 3, 2013

Chicago Donald E. Stephens Convention Center February 8 – 10, 2013

Indianapolis Indiana Convention Center February 15 – 17, 2013

Charlotte Charlotte Convention Center February 22 – 24, 2013


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IMS tour locations in relation to 2013 U.S. MotoGP events

INDIANAPOLIS IMS EVENT TO LAUNCH WITH DEALER EXPO – CREATES INDY MOTORCYCLE FESTIVAL

Indianapolis 14th largest city in the US DMA population of 2.35 million (MSA‐ 1.41 m) 594,824 registered units in operation within 150 mile radius of

Indianapolis 5.6% of US motorcycles total 190,000 residents in Indy who own a motorcycle (Scarborough, 2010) 14.8% Black, 5% Hispanic

Co-location with Dealer Expo creates cross-over opportunities for OEMs, after market manufacturers, dealers and consumers

Indy becomes the Powersports Event Center of the US

Very high media interest


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IMS ATTENDEE DEMOGRAPHICS

4%

8%

16%

21%28%

19%

5%

Age

Under 18

18-24

25-34

35-44

45-54

55-64

65+

72%

7%

11%

3%7%

Ethnicity

White/Caucasian

Hispanic/Latin American

Black/African American

Asian

Other

10%

13%

12%

27%

39%

Plan to Purchase

Immediately

0-3 months

3-6 months

6-12 months

1 year or longer

55%35%

6%

3% 1%Type of Vehicle Owned

Auto

Truck

Boat

Snowmobile

Watercraft

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MULTIMEDIA CAMPAIGN INTEGRATION

.

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2011-2012 2010-2011 VarianceVariance %Print Advertising 27,277,072 10,674,203 16,602,869 156%Print Direct Mail 1,802,822 1,807,760 (4,938) 0%Radio 195,185,849 170,091,928 25,093,921 15%TV - 46,219,660 (46,219,660) -100%Billboard 77,319,878 23,033,972 54,285,906 236%Enewsletters / Eblasts 2,305,466 4,835,601 (2,530,135) -52%Web Advertising 63,707,390 81,592,432 (17,885,042) -22%Partnerships 882,094 2,659,897 (1,777,803) -67%Social Media 7,040,715 3,006,627 4,034,088 134%Grass Roots 876,795 135,033 741,762 549%PR 614,224,049 450,316,058 163,907,991 36%Total 990,622,130 794,373,171 196,248,959 25%

IMS 2011- 2012 ATTENDANCE

*Polk market research of registered vehicles within 250 mile radius of IMS city

NUMBER of NEW AND USED UNITS in OPERATION

2011-12 MARKETS # of Units in Operation Total Show Attendance % ShareCHICAGO 830,648 62,277 7.5%CLEVELAND 784,951 49,560 6.3%DALLAS 219,532 24,096 11.0%DAYTONA 288,802 25,500 8.8%CHARLOTTE 346,898 21,218 6.1%LONG BEACH 1,296,962 53,186 4.1%MINNEAPOLIS 286,813 37,099 12.9%NEW YORK 627,469 65,128 10.4%NOVI 579,520 30,813 5.3%SAN MATEO 797,628 30,496 3.8%SEATTLE 329,407 25,898 7.9%WASHINGTON DC 719,386 38,300 5.3%Total 7,108,016 463,571 6.5%

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IMS PRESS COVERAGE

High Income Baby Boomer

Metric 2012 2011 Variance

Attending Press 826 549 50%

Media Day product launches 27 22 25%

# Online articles 1645 1075 53%

# of TV/ Radio broadcast segments 202 101 100%

# of Printarticles 203 148 37%

# of PR impressions 614,224,049 450,316,058 36%

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Gen Y

Women

Core Rider

RESEARCH SHOTS ATTENDEES ARE A STRONG FIT

2011/12 tour research (exit polls, email surveys, focus groups) showed attendees are engaged and demanding;

More content related to motorcycle travel and destinations More racing content A sexier show environment (glamour, color, grid girls)

Most highly attended and sought after Podium seminars were racing related (Yamaha Champions Riding School, Kevin Schwantz, Ben Spies, Scott Russell)

Core audience wants to see more technology and product

#1 Ducati purchased by attendees last year was the 1199 Panigale superbike

13% of 2011 IMS attendees purchased a new or used vehicle in the 12 months following the IMS event they attended and are 33x’s more likely to buy vs. US avg*

65% of purchasing attendees made their vehicle purchase within 6 months of the show they attended, spending $2.7 billion on vehicles in that timeframe*

* Source: 160,000 attending IMS records matched to Polk registration data

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SALES INTEGRATION WITH ENTHUSIASTS

GOAL: Converting Motorcycle Fans to Ticketed Race Fans

Meaningful Experience

Customized Offer

New Customer

Sales

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Entertainment & Humor

motogp content

confidential advanstar

motogp merchandise

motogp machine

existing motogp experience

motogp racing events3

replica motogp grid

motogp host markets