Supporting Our Work to Preserve, Protect and Improve Chicago’s Neighborhood Parks and Children’s Playgrounds

Friends of the Parks’Friends of the Parks’

“Long After Twilight Ends” 23rd Annual After-Midnight Bicycle Ride 8,500 Participants Expected

Nancy Minster SwabbRide Director, Friends of the Parks’ L.A.T.E. Ride 2011

Friends of the Parks17 N. State Street, #1450, Chicago, IL 60602Phone: (773) 718-1800 / Fax: (773) 631-9145

Email: nancymswabb@hotmail.com

Event Website: www.lateride.orgFriends of the Parks’ Website: www.fotp.org

Friends of the Parks is a 501(c)(3) organizationTax ID #36-284-4241

Midnight – SunriseSaturday night/Sunday morning

July 10, 2011

Friends of the Parks’Friends of the Parks’

Over the past 22 years, Friends of the Parks’ L.A.T.E. Ride has grown to become a Chicago icon with a reputation as one of the most unusual and popular big city bike rides in the country.

The 25-mile ride started with 350 riders in 1989. The Chicago Tribune called it “one of the most bio-rhythmically disturbing fundraisers ever mapped out.” The event now annually attracts 8,500 participants from throughout Chicagoland, the Midwest and beyond.

Our sponsors reach thousands of enthusiastic bicyclists – a passionate, active and loyal group – who return year after year because of the event’s adventurous appeal.

Build brand loyalty and attract new customers – sign on as a sponsor today!

Title Sponsor

The Title Sponsor receives top tier logo presence at The L.A.T.E. Ride in all collateral materials, advertising and public relations campaigns, and on-site. This sponsorship also offers exclusivity in your product/service category.

Logo PresenceOn every printed document and on the internet, your company logo will appear as “XYZ Company L.A.T.E. Ride” – from print ads to t-shirts. You will receive top tier logo placement on:◆ Front and back of 8,500 rider t-shirts and 300 volunteer t-shirts (a sought-after and often-worn item

in Chicagoland)◆ Front and inside of 100,000 event fliers – approximately 25,000 to be mailed to past participants;

approximately 75,000 to be displayed at 600+ retail outlets (bicycle shops, fitness centers, sporting goods retailers, etc.)

◆ 8,500 rider numbers, worn by all participants during the event. Plus an opportunity to put your message on a customized tear-off “coupon” on the rider number

◆ Front and inside of 8,500 Rider Guides, a pocket-size piece featuring the official route map that is read and collected by participants

◆ All event print ads◆ Specialty advertising being considered (e.g., billboard, Metra train terminal, bus/rail ads, taxi cab toppers, etc.)◆ www.lateride.org website – prominent on home page, sponsor recognition page and at the bottom of

each section – with a link to your site◆ Full-page ads and promotional pages in Shape Magazine, distributed nationally◆ Bi-monthly broadcast emails sent to 15,000-20,000 addresses, with a link to your site from your logo

Plus: ◆ The only sponsor logo on confirmation emails sent to each person who registers online ◆ Special mention in Friends of the Parks’ Summer and Fall 2011 newsletters, distributed to

4,000 environmentally-conscious Chicagoans

Market-Wide Public Relations and Promotional Opportunities◆ Press release announcing your company’s involvement as Title Sponsor◆ Direct link to your website from www.lateride.org◆ Mention on our (773) 918-RIDE hotline – more than 2,000 calls made to this 24-hour hotline in May-July 2010◆ Opportunity to provide a printable coupon for inclusion in up to four bi-monthly broadcast emails (e.g., you

can create a discount coupon or special offer that participants can print out from their computers)◆ Opportunity to insert a product, brochure, or coupon in 8,500 Rider Goody Bags

Prominent On-Site Visibility and Crowd Presence◆ Eight banners at the start/finish area in downtown Chicago; one banner at the top of start/finish tower;

one banner on stage at start/finish location; and two banners at rest stop, to be provided by you◆ Up to two 15’ x 15’ tents on-site (with lights, tables and chairs) for your company to display its product

or services and meet and greet participants◆ One banner at all pre-event packet pick-ups and at all volunteer activities, to be provided by you◆ Grand Marshal from your company invited to speak on stage and kick off ride◆ Five promotional mentions about your company by the announcer before the ride, plus additional

mentions from the start/finish tower and during breakfast◆ Night-of-event sampling and merchandising opportunities

Added Benefit◆ Twenty-five of your employees may ride for free in The L.A.T.E. Ride 2011 (plus 25 half-price registrations

for your employees)◆ Two tickets to the Parks Ball, Friends of the Parks’ annual gala on Friday, May 20, 2011◆ Access to The L.A.T.E. Ride participant list◆ Customized benefits to fit your specific marketing needs. We’re happy to work with you on specialized

promotions (e.g., your vehicle as “lead vehicle” along the route for auto sponsor; your phones used by volunteers night-of-event for cellular sponsor; your brand of helmet worn by all riding Course Marshal volunteers for helmet sponsor, etc.)

Presenting/Supporting Sponsors

Presenting Sponsors

The Presenting Sponsor level is filled for 2011. Friends of the Parks is excited to announce that Sports Authority and Peoples Gas/North Shore Gas serve as our Presenting Sponsors this year!

Supporting Sponsors

Supporting Sponsors receive a dominant logo position at The L.A.T.E. Ride in all collateral materials, advertising and public relations campaigns, and on-site. This sponsorship also offers exclusivity in your product/service category.

Logo PresenceSupporting Sponsors receive logo presence on:◆ Back of 8,500 rider t-shirts and 300 volunteer t-shirts (a sought-after and often-worn item

in Chicagoland)◆ 100,000 event fliers – approximately 25,000 to be mailed to past participants;

approximately 75,000 to be displayed at 600+ retail outlets (bicycle shops, fitness centers, sporting goods retailers, etc.)

◆ 8,500 rider numbers, worn by all participants during the event◆ Front and inside of 8,500 Rider Guides, a pocket-size piece featuring the official route map that is read

and collected by participants◆ All event print ads◆ Bi-monthly broadcast emails sent to 15,000-20,000 addresses◆ www.lateride.org website – home page and sponsor recognition page – with a link to your site◆ Specialty advertising being considered (e.g., billboard, Metra train terminal, bus/rail ads, taxi cab toppers, etc.)◆ Friends of the Parks’ Summer and Fall 2011 newsletters, distributed to 4,000 environmentally-

conscious Chicagoans

Market-Wide Public Relations and Promotional Opportunities◆ Direct link to your website from www.lateride.org◆ Mention on our (773) 918-RIDE hotline – more than 2,000 calls made to this 24-hour hotline in May-July 2010◆ Opportunity to provide a printable coupon for inclusion in a bi-monthly broadcast email (e.g., you can create

a discount coupon or special offer that participants can print out from their computers)◆ Opportunity to insert a product, brochure, or coupon in 8,500 Rider Goody Bags

On-Site Visibility and Crowd Presence◆ Six banners at the start/finish area in downtown Chicago; one banner on start/finish tower; one banner on

stage at start/finish location; and one banner at rest stop, to be provided by you◆ One 15’ x 15’ tent on-site (with lights, tables and chairs) for your company to display its product or services

and meet and greet participants◆ One banner at all pre-event packet pick-ups and at all volunteer activities, to be provided by you◆ Five promotional mentions about your company by the announcer before the ride, plus additional

mentions from the start/finish tower and during breakfast◆ Night-of-event sampling and merchandising opportunities

Added Benefit◆ Fifteen of your employees may ride for free in The L.A.T.E. Ride 2011 (plus 20 half-price registrations

for your employees)◆ Customized benefits to fit your specific marketing needs. We’re happy to work with you on specialized

promotions (e.g., your vehicle as “lead vehicle” along the route for auto sponsor; your phones used by volunteers night-of-event for cellular sponsor; your brand of helmet worn by all riding Course Marshal volunteers for helmet sponsor, etc.)

Customized Sponsorship Packages

Friends of the Parks will work with you to tailor a sponsorship package to meet your needs. Sponsors receive incredible visibility, both before and during the event. The sponsorship also includes exclusivity in your product/service category. Customized sponsor packages range from $25,000 to $3,000.

We will create a package to best suit your needs. We’ll align you with a specific area of the ride! Based on the package, you may choose one of the following L.A.T.E. Ride packages to call your own:

1) Stage sponsor2) Start/Finish Line sponsor3) Pre-Ride Refreshment sponsor4) First-Aid Stations sponsor5) Breakfast sponsor6) Route sponsor7) Rest Stop sponsor8) Rider Goody Bag sponsor9) Volunteer Tent sponsor10) Registration sponsor11) Special category sponsor (e.g., auto sponsor may provide the “lead vehicle” and support vehicles

along route; cell phone sponsor may provide phones for volunteers on the route, etc.)

Some of the benefits you may choose include:◆ Logo presence on rider and volunteer t-shirts, event fliers, rider guides, event ads, broadcast

emails and on www.lateride.org◆ Opportunity to insert a product, premium, brochure or coupon in 8,500 Rider Goody Bags◆ Direct link to your web site from www.lateride.org◆ Banner(s) at the event◆ Promotional mentions about your company by the announcer before the ride begins from the

start/finish tower and during breakfast◆ Night-of-event sampling and merchandising opportunities◆ Complimentary registrations for your employees◆ Exclusivity within product or service category◆ Up to ten of your employees may ride for free in The L.A.T.E. Ride 2011 (plus ten half-price

registrations for your employees)

Sampling Friend ($500 and up)

Our Sampling Friends receive a very important ride benefit – exposure among all 8,500 L.A.T.E. Ride participants through an easy, cost-effective sampling program! Best of all, we do all the work! Send us your samples and/or literature in June or July 2011 and we’ll do everything else! Mobile tours, of course, are welcome too.

Samples for the ride itself:We are seeking food/beverage products to serve before the ride, at the rest stop and during breakfast (e.g., bottled water, coffee, juice, energy drinks, soda, snack products, pretzels, chips, candy, pizza, gum, ice cream, nuts, bagels, donuts, muffins, bananas, apples, yogurt, cereal, bars, and more).

Products/Coupons for the Goody Bags:We are seeking products and/or coupons for the goody bags (e.g., beauty and skincare, bed and bath, health aids, cosmetics, personal care, sample food packages, green products and more. We also welcome coupons and fliers in addition to tangible items.

Product Sampling Opportunities – Exclusivity within your product categoryYou choose:◆ Product distribution by sponsor: Your mobile team can distribute samples on-site (at the start/finish

line or at the rest stop or during breakfast. OR…◆ Product distribution by Friends of the Parks: We can place your product in the event’s Goody Bag

(non-food items) OR our friendly, well-trained volunteers can distribute your product to participants during the event (food/beverages will be sampled before the ride, at the rest stop, and during breakfast – we’ll help you choose the best location)

Turn-Key Participation – We make it easy!You choose:◆ Samples sent by you: Send your samples to our Chicago warehouse in June or July 2011 (we’ll

determine the best date together). We will warehouse your samples and, if you wish, place them into Rider Goody Bags or Rider Breakfast Bags before the event. OR…

◆ Pick-up by us: We can pick up food/beverage samples at most Chicagoland locations. We even have refrigerator and freezer trucks to make it most convenient for you!

Promotional Opportunities◆ Your company name and logo on www.lateride.org website, plus link to your website from

www.lateride.org◆ Your compnay name and product name listed in 8,500 Rider Guides, a pocket-size piece featuring

the official route map that is read and collected by participants◆ Your logo on bi-monthly broadcast emails sent to 15,000-20,000 addresses◆ Promotional mention in Friends of the Parks’ Summer and Fall 2010 newsletters, distributed to

4,000 environmentally-conscious Chicagoans

On-Site Visibility and Crowd Presence◆ One banner at the start/finish area in downtown Chicago, plus one banner at your sampling site

(either rest stop or breakfast); banners to be provided by you◆ Announcer mentions on stage by emcee thanking you for donation during pre-ride festivities and

breakfast

Fee: $500 and up, plus product samples and/or product literature provided by you. Additional fees will apply if you wish to have on-site presence (we can provide tent, lighting, tables and/or opportunities for your mobile team).

Cool NEW Opportunities for ALL Sponsors

Thanks to our online registration partner, SignMeUp.com, we can now feature offers from your company on the online registration form! The opportunities for ALL sponsors are:

SMUpon

A SMUpon is an electronic “goody bag” of offers for registrants. Sponsors may choose to offer something for free (a coupon, for example), or a significant discount for a targeted offer (for instance, purchasing a $30 dinner voucher for an Italian restaurant for only $20, valid before The L.A.T.E. Ride).

The L.A.T.E. Ride participants pay for the SMUpon when they register online. They receive uniquely-coded vouchers with their registration confirmations. These vouchers will contain the terms and conditions of SMUpon redemption tailored to the sponsor’s specifications (for example, valid only at Main Street location, valid for one month only, etc.).

Sponsors will receive a list of the vouchers purchased, with a unique code and name listed for each voucher. At the close of registration, SignMeUp will provide Friends of the Parks with a check for the proceeds of the SMUpon sales, which we will pass directly on to you, the sponsor.

The only cost to sponsors is the amount of the discount and a service charge (6.5%) on the purchase price of the offer. As an example, if a registrant pays $20 for a restaurant offer, the restaurant will receive $18.70 for each voucher sold. SignMeUp suggests a discount offer of at least 30-50% off the “regular price.”

Sponsors may also choose to provide a free offer, something similar to those that a cyclist would receive in paper form on ride day, or at a packet pick-up. No upfront payment is required. You get your offers into the hands of the ride participants at the earliest possible moment – when they register online. Registrants can choose the offers they want, building a personalized goody bag.

The free “goody bag” offer will drive registrants into your store or onto your website weeks or months before The L.A.T.E. Ride. You will engage with customers at the earliest stage and trigger store/website visits sooner than our in-person Packet Pick-Ups. By allowing event participants to build their own “goody bags,” sponsors can gather valuable marketing data about customer preferences. You can collect customer-specific information such as an individual’s willingness to try a new energy drink, energy bar or athletic shoe. And customers will be more likely to read and respond to the offers they personally choose from their home or office computers.

Overview and Demographics

2010 Participation by Gender – 8,500 total riders: Male 52% / Female 48% (2009: Male 53% / Female 47%)

2010 Riders by Age Average age of online registrants: 37 yrs old Riders ranged from 7 – 82 yrs old

Less than 18 5% 36-45 years old 21%18-25 years old 16% 46-55 years old 18%26-35 years old 32% Over 55 8%

2010 Riders by Residence Chicago Suburbs 50%City of Chicago 32%Indiana 6%Other parts of Illinois 1%Other states 11%

2009 Riders by Residence Chicago Suburbs 51%City of Chicago 33%Indiana 6%Other parts of Illinois 2%Other states 7%

2010 Chicagoland Areas Drawing the Most RidersTop 25 Suburbs: Naperville, Schaumburg, Aurora, Palatine, Evanston, Oak Park, Arlington Heights, Wheaton, Hoffman Estates, Lombard, Elmhurst, Buffalo Grove, Stickney, Downers Grove, Geneva, Skokie, Bartlett, North-brook, Lake Zurich, Lisle, Des Plaines, Oak Lawn, Orland Park, Elk Grove Village, Park Ridge

Top 10 Chicago Zip Codes (in order of participant totals): 60657, 60614, 60613, 60618, 60647, 60640, 60625, 60605, 60610, 60611

2009 Chicagoland Areas Drawing the Most RidersTop 25 Suburbs: Naperville, Aurora, Evanston, Arlington Heights, Oak Park, Wheaton, Schaumburg, Lombard, Elmhurst, Buffalo Grove, Skokie, Berwyn, Inverness, Geneva, Grayslake, Bartlett, Lake Zurich, Lisle, Northbrook, Orland Park, Elgin, Downers Grove, Tinley Park, Des Plaines, Mt. Prospect

Top 10 Chicago Zip Codes (in order of participant totals): 60657, 60613, 60614, 60618, 60647, 60640, 60625, 60605, 60622, 60611 (60610 was 11th in 2009)

Method of Registration 2010Internet 76%Night-of-ride 11%In-Person Packet Pick-Ups 9%*U.S. Mail and Work Nights 4%

*9% and 13% of total riders in 2010 and 2009, respectively, signed up at a Packet Pick-Up. However, more than 5,000 participants attended Packet Pick-Ups (including those who had pre-registered and attended to pick up their Rider Goody Bags).

AdditionalIn an electronic survey, 82% of 2010 participants said they would definitely participate again and an additional 12% said they might participate again.

Chicago Suburbs (50% of total)North and Northwest suburbs 32% South Suburbs 20%West and Far West suburbs 29% Southwest Suburbs 19%

City of Chicago (34% of total)North/Near North 54% Northwest Side 9%Downtown 15% Southwest Side 4%Near South/South Side 15% West Side 3%

Method of Registration 2009Internet 70%Night-of-ride 12%In-Person Packet Pick-Ups 13%*U.S. Mail and Work Nights 5%

2009 Riders by Age Average age of online registrants: 37 yrs old Riders ranged from 7 – 79 yrs old

Less than 18 5% 36-45 years old 20%18-25 years old 16% 46-55 years old 18%26-35 years old 33% Over 55 8%

Event Marketing & Outreach

Friends of the Parks’ L.A.T.E. Ride provides sponsors with efficient and cost-effective opportunities to reach a large, upscale audience through the internet, media, collateral materials and on-site signage.

Internet Dashboard (www.lateride.org) Site Usage47,007 visits3:07 minutes average time on site155,567 pageviews3.31 pages/visit33,832 visitorsPeak pageviews: Saturday July 10: 4,499

◆ More than 130,000 impressions from our Google advertising. Average 1.2% click-through rate with target keywords delivering click-through rates up to 18%! Similar success with Facebook advertising.

◆ We have received a four-star rating on metromix.com – The Chicago Tribune’s entertainment website – in 2004-2010!!

◆ Our extensive web site features sponsor logos and links to sponsor websites, route information, a photo gallery, t-shirt gallery, volunteer opportunities, bicycling safety tips and much more.

Print, Television and Radio CoverageWe consistently receive extensive coverage throughout Chicagoland and Northwest Indiana.

Print features and mentions valued at $12,500 from:

Chicago Athlete Chicago’s NW Side Mindful Metropolis (formerly Conscious Choice)

Chicago Reader Competitor (formerly Windy City Sports) Red EyeChicago Sun-Times Daily Herald Shape MagazineChicago Tribune Deerfield Review Suburban Focus MagazineChicago Magazine Inside Chicago Time Out ChicagoChicago Skyline Midwest Living Magazine many college papers and corporate newsletters

Television coverage (including on-air interviews – with some audiences totaling 490,000+ viewers – during weekday morning shows) valued at $95,000:

ABC 7 Chicago Chicagoland TV NBC 5 ChicagoCBS 2 Chicago Fox News WGN-TV Channel 9

Radio PSA’s and mentions valued at $25,000 from:

The Drive 97.1 FM The Lite 93.9 FM Nine FMThe Loop 97.9 FM The Mix 101.9 FM WCKG 105.9ESPN Radio 1000 AM B96 FM 94.7 Chicago’s True OldiesKiss 103.5 FM 93XRT FM

Referrer Traffic:Direct 79.92%Search engines 13.62%Referring sites 6.42%Other 0.04%

People Pedaling for Parks

Friends of the Parks’ L.A.T.E. Ride supports our work to preserve, protect and improve Chicago’s neighborhood parks and children’s playgrounds. Your involvement will help us achieve these goals for 2011:

◆ Build a new children’s playground in memory of slain Chicago police officer Thomas Wortham IV in Cole Park, located in the Chatham neighborhood on Chicago’s South Side

◆ Implement Phase I of “The Last Four Miles” plan by working on legislation in Springfield to transfer 100 acres of lakefront land to the Chicago Park District for a new south lakefront park

Parks provide children, teens and adults with safe and healthy places to play, exercise and relax. Parks contribute to public health and build stronger communities. Friends of the Parks wants every citizen of Chicago to have easy access to safe, clean, beautiful parks with vibrant programs that serve and inspire us.

Friends of the Parks actively participates in a leadership role on the Mayor’s Bike Advisory Committee. This group works to add miles of bike lanes in city parks, along abandoned railroad lines and on city streets. The group continues to add thousands of bicycle racks around the city. And, most of all, the group works diligently to make Chicago one of the most bicycle-friendly cities in the country.

Our role is crucial. Concerned citizens turn to us to make their voices heard. Proceeds from Friends of the Parks’ L.A.T.E. Ride help us further our mission to:

◆ Save more parks and forest preserves from encroachments

◆ Build new, safe playgrounds for children throughout Chicago, especially in park-poor communities

◆ Sponsor an Adopt-a-Park program to help businesses, schools and neighbors care for local parks

◆ Plant trees in parks throughout the city

◆ Improve playground safety through our playground inspection program

◆ Educate thousands of Chicago school children on issues of park care, stewardship, environmental science and recycling

◆ Host the Park Advisory Council Network, a coalition of 120 groups that strengthens the public’s voice in neighborhood park decisions

◆ Launch innovative park programs, including after-school art classes for youth, teen theater, art and photography workshops

◆ Mobilize thousands of volunteers each year to mulch trees, remove litter and graffiti, cultivate gardens and clean children’s playlots during Earth Day clean-ups, community service days and National Public Lands Day

Preserving, Protecting and Improving Chicago’s Parks and PreservesFriends of the Parks 1975 – 2011

Friends of the Parks advocated on behalf of the local community to complete Artesian Park, just one example of how we help to add green space and improve parks in Chicago.

Sponsors

AdvilAllegraAnn Sather RestaurantArcher Daniels MidlandBalance BarBen & Jerry’sBertucci’s Brick Oven PizzaBest Way TechnologiesBicycling MagazineBike & Roll ChicagoBlistexBlue Diamond AlmondsBoca BurgerBorden/Cracker JackBreitling WatchesCalifornia Raisin Advisory BoardCardinal FitnessCaribou CoffeeCascalCBS 2 ChicagoChicago Athlete MagazineChicago ReaderChiquitaClif BarCoca-ColaCustom Coffee Service, Inc.DannonDasani WaterDean FoodsDiGiorno PizzaDiscover MagazineDominick’sDr. Scholl’sDunkin DonutsEAS MyoplexEdwardo’s PizzaEdy’sEinstein Bros. BagelsEquinox Fitness ClubsFantasia Fresh Juice Co.Father & Son PizzaA. Finkl & Sons Co.Fisher NutsFruit 2 DayFruit 2 O EssentialsFruitopiaFuzeGardetto’sGarnier NutritionisteGatorade

General MillsGlaceau Vitamin WaterGo MixGoose Island Brew PubThe Great American BagelHansen’s Energyheadhunter.netHinckley SpringsHome Run Inn PizzaInsight TechnologiesJeepJelly Belly Candy Co.JewelKagomeKashiKeeblerKeen FootwearKim & Scott’s Gourmet PretzelsR.W. Knudsen Familykozmo.comKozy ShackKraft FoodsLarabarLaSalle BankLaGrou DistributionLeinenkugel’sLetizia’s All-Natural MuffinsLife CerealLifeway FoodsLincoln NavigatorLipton TeaLuna BarM&M/MarsM&M’s Brand Ice CreamMcDonald’sMen’s JournalMetromintmetromix.comMichigan ApplesMINI CooperMitsubishi MotorsMottsMrs. T’s PierogiesNabiscoNaked FoodsNational City BankNational University of Health SciencesNesteaNissan

Nizoral A-DOdwallaOnline ProductionsPeoples Gas & North Shore GasPop ChipsPower BarPowerADEPropel Fitness WaterProper Balance Health & Wellness CenterQuakerREIRudy ProjectSaturnShape MagazineShoreline SightseeingSilkSkinny CowJ.M. Smucker Co.Snickers Marathon Energy BarSnyder’s of HanoverSparkling Spring Water Co.Sports AuthorityStarbucksStonyfield FarmStretch Island FruitSubaruSuperior CoffeeSweet Leaf Iced TeasSwiss Valley FarmsTanita CorporationTeva Sport SandalsThorek HospitalTime Out Chicago MagazineTreasure IslandTrek Wrench ForceTropicanaUncle Ben’sVeryFine ProductsVillage Cycle CenterVita FusionVitamin WaterW.W. GraingerWGN-TV Children’s CharitiesWhite Hen PantryWhole Foods MarketWm. Wrigley Jr. CompanyWXRT RadioWyler’s LightZYM Electrolyte Tabs

Some of our sponsors past and present include...

Friends of the Parks’Friends of the Parks’