BGP Marketing Document

7/24/2019 BGP Marketing Document

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STAKEHOLDERS INFO DECK


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Boston is a city of champions. TheGRAND PRIX OF BOSTON POWERED BY LogMeIn

willmake its mark on New Englanders as a premiere, local sporting event alongside

championship brands including the Boston Red Sox, New England Patriots, Boston Celtics,

Boston Bruins and the Boston Marathon. The Grand Prix of Boston Powered by LogMeIn will:

Take place on Labor Day Weekend starting in 2016

Broadcast live on network television in the U.S.

Reach an international television audience

Goal to attract 200,000+ spectators to the City of Boston over the event weekend

Have an annual economic impact of $75-80 million

Reach the DMAs of all six New England States, Mid-Atlantic States and New York

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OVERVIEW


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Marty Walsh, Mayor of the City of Boston:

This is an exciting time in Boston and as we explore new ways to grow and

attract visitors here, were engaging in strong dialogue with organizations like

the Grand Prix of BostonThis event has great potential to bring an influx of

tourism and support our local businesses during what is traditionally achallenging holiday weekend for hospitality. Im excited to begin this process

and hear from our residents and business owners as we move forward.

CITY OF BOSTON SUPPORT

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VERIZON INDYCAR SERIES


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Delivers the fastest and most innovative form ofmotorsports in North America

Offers an exciting and diverse schedule

covering large DMAs and vast markets

Attracts a passionate, diverse and brand-loyal

fan base

Fans are known to be technologically savvy

and auto enthusiasts

Provides a stimulating and unique platform for

B2B networking and corporate entertainment

Home to the greatest spectacle in racing the

Indianapolis 500

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VERIZON INDYCAR SERIES


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Television ratings and viewership for the Verizon IndyCar Series continued its strongupward trend in 2015. Highlights of the 2015 season include:

8% viewership growth for the 2015 Indianapolis 500 on ABC vs. 2014

2015 Indianapolis 500 drew 6.481 million viewers

NBC Sports Network saw a 37% increase in average viewership in 2015 vs. 2014

and a 77% increase in 2015 vs. 2013

The final six broadcasts of the season were six of the ten most viewed INDYCAR races

ever on NBC Sports Network.

The final race of the 2015 season from Sonoma, CA was the highest viewed INDYCAR

race ever on NBC Sports Network.

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BROADCAST MEDIA


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COMMUNITY OUTREACH


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Play Brigade Play Brigade will hold a Walk, Run, Roll 5K around the track on Saturday evening

after the conclusion of racing. Funds raised will help provide playground equipment to

Boston City parks to help inclusion for handicapped children.

Draw from all six New England states, New York and across the U.S.

The Greater Boston Food Bank

The private Saturday night concert (September 3, 2016) at the Blue Hills Bank Pavilion

will benefit The Greater Boston Food Bank.

Concert attendees will be encouraged to bring canned goods and donate monies to

help support this great cause. The Greater Boston Food Bank's mission is to end hunger in eastern Massachusetts. Our

objective is to distribute enough food to provide at least one meal a day to those in

need.

CHARITY INVOLVEMENT

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VeteransHomestead Veteran Homestead Inc., is an independent, non-profit organization that provides

housing and care to U.S. Armed Services Veterans who are elderly, disabled or

diagnosed with a terminal illness.

Veterans Homestead support of Freedom Friday is helping us get the message out to

that group. Veterans Homestead will receive partial proceeds from the Friday concert.

Police Athletic League

Grand Prix of Boston Powered by LogMeIn, along with F1 Boston, will host the Annual

Police Athletic League Grand Prix in 2016 during the race-weekend.

This four-hour team endurance race will benefit youth development in Boston.

Through PAL, police officers and young people participate in athletic, social andeducation activities to learn more about each other and their communities. PALs youth

programs help young people develop self-esteem, leadership skills and a sense of

belonging, as well as improve school performance, resolve conflicts and occupy their

out-of-school-time productively.

COMMUNITY INVOLVEMENT

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Cool School Behind-the-scenes tours of the INDYCAR paddock for children and youth

Friday pre-race field trips for youth groups or local community organizations

Vocational School Reach Out - INDYCAR team members to visit vocational

programs to talk about career opportunities in the motorsports industry

Karting Nights

Partner with local and regional nonprofit organizations serving

underprivileged/at-risk youth for Grand Prix of Boston Kart Nights at New

England-based indoor karting facilities

Support Teen Safe Driving Sponsor community organizations focused on driving safety courses

Conduct safety presentations at-track, in-school or for youth programs

COMMUNITY INVOLVEMENT

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MARKETING


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Providence

New York City

Toronto

Montreal

Philadelphia

Washington DC

Boston is uniquely positioned to be aleading venue for INDYCAR, given its

geographic location in the Northeast and its

central location in New England.

Grand Prix of Bostons marketing

presence will be comprehensive and

year-round

Marketing reach covers all six New

England states, Mid-Atlantic States, plus

New York

Designed to be a destination event that

will draw sports fans from around the

region, as well as across the country

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REACH


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The Grand Prix of Boston Powered by LogMeIn event promotion and advertising campaignwill encompass direct media buys, digital media, sponsorship promotion and activation, and

strategic collaborative partnerships with the City of Boston and regional travel and tourism

bureaus.

Projected spend of over $1.5 million in event advertising via:

Approximately $500,000 media buy from the Grand Prix of Boston Powered by LogMeIn

Approximately $500,000 in advertising from event sponsors

Approximately $250,000+ in media from Greater Boston Convention & Visitors Bureau

Approximately $250,000+ in media from the Massachusetts Office of Travel & Tourism

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ADVERTISING


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The Indianapolis 500 will be celebrating its 100 Year Anniversary in 2016 providingincreased exposure to the Verizon IndyCar Series.

Specifically, the Grand Prix of Boston Powered by LogMeIn has secured two :30 television

spots during the Live ABC Network broadcast for the 2016 Indianapolis 500 generating

awareness of the Grand Prix of Boston Powered by LogMeIn to millions of race fans globally.

The Verizon IndyCar Series, the Indianapolis Motor Speedway, and Verizon, along with many

other official partners of the Verizon IndyCar Series will be conducting national promotions

generating ancillary awareness for the sport of INDYCAR both domestically and

internationally.

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100 YEAR ANNIVERSARY OF THE INDY 500


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Marketing for the Grand Prix of Boston Powered by LogMeIn to include: Local, regional and national PR strategy

Print and radio promotions

Digital, social and email marketing initiatives

Two INDYCAR showcars, with knowledgeable brand ambassadors interacting with crowds and

collateral information promoting the event, will be displayed in various locations across NewEngland

Displays at major sporting events surrounding New England

Displays at lifestyle events in New England including concerts, festivals, Boston Auto Show,Boston Boat Show and other regional entertainment venues

Grass-roots marketing effort:

Local college outreach programs

Outreach to winter ski venues in New England

Chamber of Commerce events sponsored by Grand Prix of Boston Powered by LogMeIn

Promotional displays at local New England auto racing tracks

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EVENT MARKETING


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Motorsports Fan Devoted race fans starving for

INDYCAR racing in the Northeast

Draw from all six New England states,New York and across the U.S.

College Students

Move-in-day takes place a weekbefore Labor Day weekend - Top-10area colleges represents 160,000students

Special student section at the race

Long lead-time for student outreach

Lifestyle Entertainment Seeker Millennial demographic seeking new

entertainment opportunities

Will attract via music, lifestyle expo, car

shows, beer gardens, and other

entertainmentBrazilian-Americans

Per U.S. Census, Boston is the second largest

metropolitan area for Brazilian-Americans

Other New England communities are very

strong in the Brazilian-American population

TARGET AUDIENCES

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Affluent

Average HHI of $96,000

65% more likely than the general public

to have a HHI of $100,000+

Educated

54% have a college degree

18% more likely than the general public

to have completed higher education

Active Lifestyles

Verizon IndyCar Series event attendees

lead an active lifestyle

More likely to travel (domestically and

internationally), dine out and spend

discretionary income on entertainment

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EVENT ATTENDEE DEMOGRAPHICS

Verizon IndyCar Series events attract a unique, highly sought-after consumer.

Young

33% of attendees are between 1834

years old

Average age of 42 years old

Professional

59% of attendees are employed - 36%

more likely than the general public

Tech-Savvy

Attendees spend more time on:

Social networking sites

More time and money on the internet

Use their smartphones more per

week than the general public


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PARTNERS


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The Grand Prix of Boston Powered by LogMeIn has well over 40 signed deals to date

from national, regional and local companies. Below are examples of some of ourpartners.

Seaport District:

HotelsThe Westin Boston Waterfront, The Seaport Hotel, The Renaissance BostonWaterfront Hotel

RestaurantsLegal Sea Foods, Del Friscos, Rebel Restaurants Group Laugh Boston

Regional & National Companies:

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PARTNERS TO DATE


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HOSPITALITY OFFERINGS


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AWinners Circle Clubat The Westin Boston

Waterfront

BExclusive Finish Line

Suite

C - Finish Line DoubleDecker Suites

DFinish Line Club

ETrackside Action Suites

FNussli Suites

GPit Lane Club

HTurn 1 Club

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HOSPITALITY LOCATIONS

AB

C

E

F G D

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The most unique hospitality offering inmotorsports

Private suites above the track at Turn 11 andstraight down the side-by-side pit lane, racingwill go underneath you

Pernod Ricard, MillerCoors and Polar

Beverages products will be featured andpremium food menus will be served in eachprivate suite

Each package Includes:

Forty (40) passes each day (Friday,Saturday, & Sunday) good for gate and

double decker access Each package also includes a paddock

pass to the IndyCar Series paddock insidethe Boston Convention Center

Investment: $120,000 per group of 40

Includes premium food and

beverage package for the 3 days

NUSSLI SUITES

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Our largest hospitality group option located onthe Convention Center grounds overlooking theFinish Line on D Street

Double Decker structure with a private topsection for your group of 50 with your ownpremium bar featuring Pernod Ricard,

MillerCoors and Polar Beverages brands Large dining area on bottom floor for service

of premium food and beverage menus servedto all suite guests

Ability to add food and beverage options foryour guests up top

Each package Includes: Fifty (50) passes each day (Friday,

Saturday, & Sunday) good for gate anddouble decker access

Each package also includes a paddockpass to the IndyCar Series paddock inside

the Boston Convention Center

Investment: $90,000 per group of 50

Includes premium food and

beverage package for the 3 days

Can buy up to 10 additional tickets

@ $1,800 each

FINISH LINE DOUBLE DECKER SUITES

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Positioned between turns 10-11 on thegrounds of the Boston Convention Center

Located in the middle of an entertainmentarea featuring action sports and live music

Closed-circuit television for enhancedviewing

Common area for all Trackside Action Suiteholders to allow interaction among theguests

Each Suite Includes

Forty (40) passes each day (Friday,Saturday, & Sunday) good for gateand suite admission

Each suite pass also includes apaddock pass to the IndyCar Seriespaddock inside the Boston ConventionCenter

Delectable food menus and a fullpremium bar with Pernod Ricard,MillerCoors and Polar Beverages

brands

TRACKSIDE ACTION SUITES

Investment:

$60,000 per group of 40

Can purchase up to 10 additional

tickets @ $1,500 each

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PIT LANE CLUB

Our premium offering, The Pit Lane Club, is anexclusive, climate controlled, pavilion located

above Turn 11 and the side-by-side pit lane.

A pass to The Pit Lane Club includes a money

cannot buy ticketto the Grand Prix of Boston

private concertwith a national act on Saturday

night of race weekend

Top-shelf open bar featuring Pernod Ricard

and MillerCoors brands, Polar Beverages, and

a VIP food menu for all 3 days to include

breakfast, lunch and afternoon snacks

Individual passes each day (Friday, Saturday,& Sunday) good for gate and Pit Lane Club

admission race weekend

Each pass gains admission to the IndyCar Series

paddock inside the Boston Convention Center

Investment: $2,000 Per Person

$10,00 for private table for 6

Limited to first 265 guests

Every four passes purchased will

include a VIP Parking Pass

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The Finish Line Club, is an exclusive, climatecontrolled, pavilion located on the D-Street lawn

adjacent to the Boston Convention Center.

A pass to The Finish Line Club includes a money

cannot buy ticketto the Grand Prix of Boston

private concertwith a national act on Saturday

night of race weekend

Top-shelf bar open bar featuring Pernod Ricard and

MillerCoors brands, Polar Beverages, and a VIP

food menu for all 3 days to include breakfast, lunch

and afternoon snacks

Individual passes each day (Friday, Saturday, &Sunday) good for gate and Finish Line Club

admission race weekend

Each pass gains admission to the IndyCar Series

paddock inside the Boston Convention Center

THE FINISH LINE CLUB

Investment:

$1,500 Per Person


Every four passes purchased

will include a VIP Parking Pass26


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Located at The Westin Waterfront Hotel overlooking the final turn of the circuit

Private outdoor grandstand and viewing areas

Lounge area with closed-circuit, live viewing of on-track activities

Each Winners Circle Club Pass Includes:

Savory breakfast and lunch menus; afternoon snacks; a signature cocktail,MillerCoors beer, Kenwood wine and Polar Beverage sodas; and cash baravailable with Pernod Ricard and MillerCoors brands

Individual passes each day (Friday, Saturday, & Sunday) good for gate andWinners Circle Club admission race weekend

Each pass gains admission to the IndyCar Series paddock inside the BostonConvention Center

Winners Circle Club Cost:

$1,000 per ticket, good for all three days of race weekend


Every four passes purchased will include a VIP Parking Pass

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THE WINNERS CIRCLE CLUB AT THE WESTIN


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Provides your own individual seat in Grandstand #1, which is covered, for action-packed

race viewing Private hospitality area behind Grandstand #1 with private restrooms and closed-

circuit television for enhanced viewing

This Club Includes:

Pass for each day (Friday, Saturday, and Sunday) good for gate, Turn 1 Clubadmission and an individual seat in Grandstand #1

Each pass includes a paddock pass to the IndyCar Series paddock inside theConvention Center

Lunch and afternoon snacks as well as two drink tickets per day for MillerCoorsbeer, Kenwood wine , or Polar Beverages sodas and bottled water

Full cash bar available featuring Pernod Ricard offerings, MillerCoors beers,

Polar Beverages sodas and bottled water Investment:

$ 500 per ticket

Available to first 500 guests

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THE TURN 1 CLUB


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One of our largest and private hospitality offering for 250300 guests

Located on the Convention Center grounds overlooking the Finish Line on D Street

Private air-conditioned tent includes lounge area and bar with closed circuit TV, and

catering provided by The Westin Boston Waterfront

Private trackside grandstand with viewing of the Finish Line

The Suite includes passes for each day (Friday, Saturday, & Sunday) good for gate andFinish Line Suite admission as well as a paddock pass to the IndyCar Series paddock

EXCLUSIVE FINISH LINE SUITE

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The Grand Prix of Boston has several options for companies looking to accommodate groups of200 or more clients.

Options include:

Private Club space inside the Westin Hotel for 350500 people including:

Indoor space with private entry

Trackside viewing in you own private grandstand

Private space near turn 2 for 200 people with outdoor viewing and indoor food & beverage

Private space adjacent to turn 3 with indoor viewing accommodating up to 300 people

Corporate hospitality village with private tents and reserved grandstand seats for on-trackviewing

All hospitality options include admission tickets to the event and Verizon IndyCar Series Paddockpasses

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HOSPITALITY OPTIONS FOR 200+


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RACE-WEEKEND ACTIVITIES


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Lifestyle Expo inside the Boston Convention Center

Family Fun Zone inside the Boston Convention Center

Three music stages with local and regional bands

Beer gardens

College student section Action sports demonstrations

Go-kart demonstrations and races

THURSDAY THROUGH SUNDAY

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Media Luncheon at Legal Sea Foods

Black Tie Charity Gala Prix Party

Boston Police Athletic League Grand Prix

THURSDAY

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Freedom Friday (see following slide)

Veterans Job Fair

Driver autograph sessions, meet-and-greets and

paddock/garage tours

Pre-race practice for Verizon IndyCar Series and

INDYCAR support series

Pre-race practice and qualifying for the Sports Car

support series races taking place on Saturday and

Sunday

Separate ticketed concert, available to the public, in the

South Lot of the Convention Center

FRIDAY

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Freedom Friday is an opportunity to provide military members, first responders, andtheir families the chance to to enjoy Fridays at-track activities at the Grand Prix of

Boston Powered by LogMeIn at no cost compliments of our Freedom Friday Title Sponsor,

a local Boston based Fortune 500 company to be announced on Veterans Day.

The Grand Prix of Boston Powered by LogMeIn has partnered with this sponsor to

underwrite the Freedom Friday promotion and provide free tickets for a minimum of

50,000 military members, first responders, and their families. This Freedom Friday

partner will also be integrated into other aspects of the event interacting with race fans,

military members, and first responders all three days of the event weekend.

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FREEDOM FRIDAY


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Qualifying for Verizon IndyCar Series and INDYCAR support series

Sports Car Series race #1 and Lamborghini Super Trofeo race #1

Walk, Run and Roll charity 5K fun run benefiting the Play Brigade is Saturday evening

Private concert at the Blue Hills Bank Pavilion

SATURDAY

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SUNDAY

Verizon IndyCar Series race

INDYCAR support series races

Sports Car Series race #2

Lamborghini Super Trofeo race #2

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CIRCUIT INFORMATION


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Course to be situated on the South Boston Waterfront

State-of-the-art temporary grand prix (street race) circuit

Hospitality suites and private VIP clubs to accommodate a minimum of 5,000 people

Five pedestrian bridges allowing event access from inside and outside the race circuit

To learn more about the circuit construction schedule, access is available to our stakeholders

Dropbox folder for all CAD files and relevant information to the track build.

You may gain access by contacting Beth Clifford at:

[email protected] (617) 532-4639

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CIRCUIT FACTS
mailto:[email protected]:[email protected]


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CIRCUIT LAYOUT


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CONVENTION CENTER


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TURN 1


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TURN 2


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TURNS 3, 4, 5, & 6


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TURN 9


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TURNS 10 & 11


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BGP Marketing Document