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Event Overview

Event Overview. 2,500 athletes 46 states & 23 countries 2.4 mile swim 112 mile bike 26.2 mile run 1 of only 7 U.S. races Announced March 18, 2009 750 registrations in 24 hours Sold out in 3 months (fastest ever sell out for a new race) Worldwide Series

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Event Overview

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  1. Event Overview • 2,500 athletes • 46 states & 23 countries • 2.4 mile swim • 112 mile bike • 26.2 mile run • 1 of only 7 U.S. races • Announced March 18, 2009 • 750 registrations in 24 hours • Sold out in 3 months (fastest ever sell out for a new race) • Worldwide Series • Australia, Monaco, Brazil, New Zealand, St. Croix, Malaysia, Switzerland, Germany, Japan, South Africa, the U.K. • Qualifier for the Ironman World Championship

  2. Race Facilities • Dixie Center • Swim Course • Sand Hollow Reservoir • Bike Course • Hurricane • Washington • St. George • Santa Clara • Ivins • Gunlock • Veyo • Dammeron Valley • Town Square • Run Course • Town Square Main Street, Diagonal, Bluff, Red Hills Parkway

  3. Commitment • 5 year agreement to host the race • 1st Saturday each May • 10,000 room nights • 2,500 rooms per night (Tues. – Sat.)

  4. Event Schedule • April 27 – May 2, 2010 • Tuesday • Arrivals begin • Wednesday • Athlete Check-in, Ironman Village Open, Practice Swim • Thursday • Athlete Check-in, Ironman Village Open, Practice Swim, Press Conference, Welcome Dinner, Athlete Briefings • Friday • Ironman Village Open, Practice Swim, Bike & Gear Check-in • Saturday • Race Day, Post-Race Press Conference • Sunday • Awards Banquet, Athlete Departure Begins

  5. What it Means • Shoulder season event with huge economic impact • 4 people x $175 x 5 days = $3500 • $3500 x 2500 participants = $8.75 million in new money • Fill up hotel rooms without sacrificing rate • Another signature event for our communities • Showcase our area to the world • Attract other positive image/positive impact events

  6. Media Exposure • 2 billion media impressions • TV, Internet, Print and Radio • New York City PR firm • People, USA Today, NY Times, The Wall Street Journal, Sports Illustrated, ESPN, etc. • Local, regional, national media • Ironman.com coverage • pre and post race • live streaming race-day video • One hour national TV broadcast (NBC/Universal Sports)

  7. Current Status • 2500 Race Entries • 46 States, 23 Countries • Top States • California, Utah, Arizona • Top Countries • Canada, Mexico, UK • Hotel Bookings • 5,000 room nights booked • $700,000 in room revenue • Top Reservations • California, Texas, Arizona, Colorado, Utah • Puerto Rico (141)

  8. Who’s coming to town? • Type “A” Personalities • Triathlon: Fastest-growing participatory-sports community • Triathlete: mean income - $126,000 • Ironman: mean income - $161,000 37% expect to increase spending this year • “In the midst of an economic downturn of significant proportion, triathletes remain highly committed to the sport and expect their participation to grow.” • 2009 Study – USATriathlon & TribeGroup

  9. Who’s coming to town? • People with Passion “The triathlon community is growing, vibrant, and passionate. Triathletes do, in fact, exhibit ‘tribal’ traits such as fierce loyalty, dedication, enthusiasm, and a burning desire to see their sport succeed.” • 2009 Study – USATriathlon & TribeGroup

  10. Who’s coming to town? “What is remarkable is the incredible passion of triathletes no matter what the economy is doing. The opportunities for sponsors, race directors and suppliers to tailor offerings and strategies in this time of limited budgets is clear.” • Jolene Moore,Director of sales TribeGroup

  11. Bringing it to Washington County • Perking Interest • Recognizing Potential • Pulling Together • Tourism Office • Hotels/Convention Center • Community Services • Course

  12. Costs Involved • Rights fee • $100,000 • Ironman marketing, media & operations • Services • $75,000 • Traffic control, safety, facilities, etc. • Funded through hotel room taxes/rebates

  13. Business Case Studies Starbucks - Tempe, AZ Store Manager: Erika Staiger estaiger@hotmail.com 480-966-7228 Location: 3 blocks from the start/finish line “Prepare mentally, it’s insane!” • First year ran out of coffee • This year (year 5) nearly ran out again • Business quadrupled on race day this year • Customers are friendly, patient – and loud

  14. Business Case Studies Starbucks - Tempe, AZ • Race day sales 4x higher than normal • Employees arrive at 3:30 am • Open at 4:00 am • Closed at 11:00 pm • Athletes arrive early, at race start time biz is silent, then it picks up again right after the start • Daily traffic started to increase four days prior to race and steadily grew each day • One day after, sales were 2.25x higher than normal

  15. Business Case Studies Starbucks - Tempe, AZ • Recommendations • Watch the weather and plan accordingly • Hot drinks if it’s cold, Cold drinks if it’s hot • Stock up on all supplies – food, paper, etc. • Store went through 2 cases of toilet paper • Restroom line interfered with customer line • Create a system for handling orders, restocking, cleaning • Staff someone to clean lobby all day • Prepare to answer all kinds of visitor questions • Parking, food, race info, etc.

  16. Business Case Studies Tavern on Mill - Tempe, AZ Store Manager: Justin justin@tavernonmill.com 480-967-5887 Location: 2 blocks from the start/finish line “Great event – we look forward to it !” • 30% increase in food sales • Business increases 3 days prior to race and remains 1 day following • Families will come hang out on race day

  17. Business Case Studies Tavern on Mill - Tempe, AZ • Recommendations • Change up the menu • Higher carb menu prior to race • Breakfast buffet on race day 8:00 am - 2:00 pm • 25% increase in sales • Protein menu post race • Create “Ironman” specials (pasta dishes, etc.) • Price down, not up • Look for long term return, not short dollar profit • Increase staff – waiters, bar tenders, security

  18. Business Case Studies Endurance House - Madison, WI Store Owner: Jamie Osborne josborn@endurancehouse.com 608-836-9084 Location: 5 miles from the bike route 10 miles from finish line “We located and built the business here because Ironman was here.”

  19. Business Case Studies Endurance House - Madison, WI • Sept. 2005 participated in IM Wisconsin • Loved the community, saw opportunity • “Triathlon Store” for Triathlon market • Jan. 2007 - 1300 sq. ft. retail center • Husband/Wife owners, 3 part time employees • Existing market: 10 bike shops & 2 running stores

  20. Business Case Studies Endurance House - Madison, WI • March 2009 expanded to 2400 sq. ft. • Now employ 2 full time, 10 part time • Business increased 200% since 1st year

  21. Business Case Studies Endurance House - Madison, WI • “We would not have positioned the business here if Ironman wasn’t here.” • IM event has a positive effect on the general heath and wellness of people in the area • People connect to the event & want to participate • Growing interest in triathlons, swimming, biking & running events • You will see an increase in participation in lower level triathons • IM volunteers become an army of future participants • Local participation in the IM will triple after the first year

  22. Business Case Studies Endurance House - Madison, WI • Huge windfall for existing bike shops & running stores • Not a big boon during event week, but the impact lasts all year • Local athletes need resources • Gear, Gadgets, Goggles, Wetsuits • Trainers, Coaches, Massage • Health & Nutrition • Fitness Facilities, Gyms, Spas

  23. Business Case Studies Endurance House - Madison, WI • Developed a training team • Coaches, Workshops to guide local customers as they prepare • Customers become extremely loyal • “Triatletes have a lot of discretionary income. They are smart savvy folks and not afraid to spend.”

  24. Business Case Studies Endurance House - Madison, WI Store Owner: Jamie Osborne josborn@endurancehouse.com 608-836-9084 Franchise opportunities • Is it a city with an Ironman? • What is the competition in the market?

  25. Business Case Studies Endurance House - Madison, WI • A galvanizing event • A great excuse to bring the community together • Make it a party (oh, and there happens to be a race passing through)

  26. Community Festivals • Hurricane City • Sand Hollow State Park • 6am – 10am • Contact: Kevin Lewis • Washington City • Washington Parkway • 8am-10am • Contact: Kole Staheli kstaheli@washingtoncity.org

  27. Community Festivals • Ivins City • Ivins City Park • 9am - 2pm • Contact: Kevin Lewis • St. George City • Main Street/St. George Blvd. • 1pm – 11pm • Contact: Angie Mason 435-634-5942 x112

  28. Sponsorship Opportunities • Daren Brooks • Print, Email, Banners, Signage, Athlete Bags, Expo Booth Space, VIP Packages darenbrooks1@yahoo.com

  29. Sponsorship Opportunities • $5,000 Sponsorship • Website links and web presence on the Ironman St. George website • Exposition Booth Space 10 X 10 booth space  • Space on signage, banners and printed materials at all competition areas including 75 feet of snow fence space (Supplied by Sponsor) • 1 VIP pass for the entire event • Use of the Ironman logo for advertising • Inserts in the athlete bags (recommend local coupons)

  30. Sponsorship Opportunities • $10,000 Sponsorship • Website links and web presence on the Ironman St George website • Exposition Booth Space 10 X 20 booth space  • Space on signage, banners and printed materials at all competition areas including 100 feet of snow fence space (Supplied by Sponsor) • 2 VIP passes for the entire event • Use of the Ironman logo for use in advertising • ONE -TIME email list usage • Management to be interviewed during the race  • Inserts in the athlete bags (recommend local coupons)

  31. Sponsorship Opportunities • $15,000 Sponsorship • Website links and web presence as "a sponsor for Ironman St.George 2010” on the Ironman St George website • Top banner presence on the CVB’s Ironman lodging site  • Exposition Booth Space - 10 X 30  • Space on signage, banners and printed materials at all competition areas including 300 feet of snow fence space. (Supplied by Sponsor) • 4 VIP passes for the entire event • Use of the “Official Sponsor Ironman St George” logo in advertising • ONE -TIME email list usage in the official Ironman Newsletter • 2 LIVE rolling ads on Ironman.com during race week  • Management to be interviewed during the race • Inserts in the athlete bags (recommend local coupons)

  32. Sponsorship Opportunities • Elite Sponsorship • All of the 15k sponsorship level plus: • Merchandising rights to sell Ironman St George items (hats, shirts etc…) • 600 feet of snowfence with your name on it (paid for by county) • 6 VIP passes • FREE radio advertising as “THE” official community sponsor of Ironman St. George from now until race day

  33. Volunteer Opportunities • Colby Neilson • 80 Team Captains • 4,000 Volunteers • Aid Stations, Motorcycle Crews, Signage, Food, Body Marking, Wetsuit Peelers, Life Guards, Swim Spotters, Finish Line Catchers, Medical, Registration, Banquets, Awards volunteers.sg@ironman.com

  34. Volunteer Opportunities • Volunteer System • Meetings/Schedules • Business Benefits • Good will in community • Connection with the event • Team building for your employees • Exposure to volunteers • Donated prizes • Contests & Activities • IM donation to 501C3 • Long term benefits for community volunteers.sg@ironman.com

  35. Questions Kevin Lewis Kevin@AtoZion.com 435-986-6615 Jeff Gardner Jeff@ironman.com 435-632-6012

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