SUPTHEMAG.COM
T H A N K YO U FO R S U PP O RT I N G C A M P S U P ! Date: September 13-14, 2014 Location: Doheny State Beach, Dana Point, California Attendance: 2,500 over the weekend I MP R E SSI O N S : Print Advertising Impressions: Online Advertising Impressions: Print Promotional Impressions: Social Media Impressions: Microsite Impressions: Public Relations Impressions: Online Editorial Impressions: On-Site Impressions: TOTA L I M P R E SS I O N S :
105,000 354,231 37,500 358,583 23,516 1,644 326,555 324,800 1 ,531 ,829
P H OTO BY A N D R E A SWAY N E / DA N A P O I N T T I M E S
E V E N T OV E RV I E W: The world’s largest SUP demo, Camp SUP, made its debut at Doheny State Beach in Dana Point, California the weekend of September 13-14, 2014. The event was free and open to the public, allowing over 2,500 consumers to come out and demo the latest in SUP shapes, designs, and products. The two-day event also included live music, free clinics, an Open Fun Paddle and beer garden.
P R I N T A DV E RT I S I N G TOTAL IMPRE SSIONS: 105,000* Camp SUP was advertised in the San Clemente Times and the Dana Point Times on four occasions leading up to the event. S an Cl em ente Ti m e s Date: 9/4/14 Size: 1/2P/4C Impressions: 42,000
D a n a Po i nt T i me s Dates: 8/29/14, 9/5/14, 9/11/14 Size: 1/2P/4C Impressions: 63,000
* Total impressions based on a circulation of 20,000 for the San Clemente Times and 10,000 for the Dana Point Times x a passalong rate of 2.1 readers other than the original recipient
EYE on sc
SC Sheriff’s Blotter
shopping cart lied down in the driveway of a shopping center. The caller was afraid he was going to get hit.
Compiled by Catherine manso
All information below is obtained from the Orange County Sheriff’s Department website. The calls represent what was told to the deputy in the field by the radio dispatcher. The true nature of an incident often differs from what is initially reported. No assumption of criminal guilt or affiliation should be drawn from the content of the information provided. An arrest doesn’t represent guilt. The items below are just a sampling of the entries listed on the OCSD website.
Tuesday, September 2 DISTURBANCE Avenida Victoria, 200 Block (3:18 a.m.) Three to five people were involved in a verbal altercation outside the caller’s home. The group was reportedly yelling and slamming doors. The caller reported other neighbors became involved. DISTURBANCE East Avenida San Juan/El Camino Real (1:27 a.m.) A man got into a verbal argument with a gas station clerk and attempted to fight others. The man was said to be wearing a black baseball cap, a T-shirt and black swim shorts.
Monday, September 1 KEEP THE PEACE El Camino Real, 3600 Block (10:32 p.m.) A pedestrian called for assistance from authorities and was waiting by a wall, holding a puppy and guitar. SHOTS HEARD-NO SUSPECT INFORMATION Linda Lane, 400 Block (9:44 p.m.) A caller informed officials of a gunshot somewhere near Linda Lane Park. When she further explained, the caller said she heard “bombs.” She was certain the sounds were not fireworks. DISTURBANCE East Avenida Palizada/ El Camino Real (7:22 p.m.) A drunken man, walking down the middle of Avenida Palizada, was yelling at people and trying to provoke a fight. He was described as having brown hair and wearing a black shirt, white shorts and a backward hat. SUSPICIOUS PERSON/CIRCUMSTANCE North El Camino Real/ Avenida Del Mar (6:51 p.m.) A man of medium build with dark, curly hair started yelling obscenities at a group of people before he came after them. The man was wearing a black shirt, khaki shorts and flip flops. DISTURBANCE-MECHANICAL Avenida Victoria, 600 Block (6:41 p.m.) A resident reported two older men playing an amplified accordion and tambourine at the Pier across the street where the caller lives. It was later discovered that the men were an elderly couple playing music in honor of San Clemente and they were not taking donations or requesting money. WELFARE CHECK Camino De Los Mares/Calle Agua (4:17 p.m.) A bearded man with a Page 6
SUSPICIOUS PERSON/CIRCUMSTANCE Buena Vista, 1500 Block (8:53 a.m.) A caller reported hearing someone attempt to break into her house through her sliding glass door the night prior.
Sunday, August 31 SUSPICIOUS PERSON/CIRCUMSTANCE Via Rancho/Calle Tiburon (9:20 p.m.) Dispatch received notice of people possibly using drugs by the Cyprus Cove’s pool. DISTURBANCE Alameda Lane, 100 Block (9:39 p.m.) A man standing 5 feet and 10 inches tall, wearing all black, stood in front of an apartment complex gate and harassed people. SUSPICIOUS PERSON/CIRCUMSTANCE Via Socorro, 200 Block (8:57 p.m.) The driver of a lifted, silver Ford F-150 did donuts in a parking lot. The caller made a second call to authorities after more vehicles showed up. The caller believed there was a party going on. SUSPICIOUS PERSON/CIRCUMSTANCE El Portal, 100 Block (6:57 p.m.) A man in his mid-20s ate food at SC Ranch Market that he did not have money to pay for. The man was described as being bald, standing around 6-feet tall and wearing multicolored shorts. SUSPICIOUS PERSON/CIRCUMSTANCE Avenida San Fernando/Avenida San Luis Rey (6:00 p.m.) A man was believed to have been living at a bus stop for four days. He was wearing an orange T-shirt and striped board shorts. DISTURBANCE Plaza Estival, 400 Block (12:54 p.m.) An elderly bald man was outside knocking on a door and yelling that he was locked out of his house.
Saturday, August 30 DISTURBANCE-MUISC OR PARTY El Camino Real, 200 Block (10:13 p.m.) A caller said a restaurant allowed a loud band to perform in their courtyard. The caller claimed they did not have a permit to do so. SUSPICIOUS PERSON IN VEHICLE Calle Gaucho, 200 Block (5:40 p.m.) A woman called authorities about two people inside of a silver pickup truck, “drinking something cold.” She was concerned because there was plenty of parking spots on the street but the driver parked right in front of her house. SUSPICIOUS PRESON/CIRCUMSTANCE Via Ballena, 200 Block (1:56 p.m.) The caller reported seeing one person looking inside mailboxes while three people stayed inside a dark vehicle. www.sanclementetimes.com
C AM P SU P N E W SPA P E R A DS
P R I N T P RO M OT I O N TOTAL IMPRE SSIONS: 37,500 In the month leading up to the event, banners with detailed Camp SUP information were placed around Doheny State Beach. During Camp SUP, banners hung on giant inflatable arches and from the music stage. DE TA I L S: • 7 promotional, co-branded Camp SUP banners were displayed on two giant inflatable arches placed at the event entrances • 6 promotional, co-branded Camp SUP banners were placed in high traffic (pedestrian and street) locations within and near Doheny State Beach in Dana Point • Step and repeat style stage backdrop and stage skirt displayed event and sponsor logos on the music stage
C A M P SUP BA N N E R C AM P SUP ARC H
M I C RO S I T E TOTAL IMPRE SSIONS: 23,516
TOTAL VALUE: $20,000
A dedicated event microsite, www.supthemag.com/camp-sup, launched on 8/13/14 and featured a landing page with event news, photos, and general information about Camp SUP. The site garnished 7,215 total unique page views. MI CROSIT E F E AT U RE S: • • • •
Event Dates and Location Information • #CAMPSUP Instagram Widget Highlight Photos and Video • Sponsor Logos and Links Camp SUP News • Equal SOV of 300x250, 728x90 and 300x600 ad Open Fun Paddle Registration and Information locations (distributed amongst sponsors)
O N L I N E A DV E RT I S I N G TOTAL IMPRE SSIONS: 354, 231 Camp SUP was advertised on www.danapointtimes.com and www.sanclementetimes.com via banners from August 28, 2014 until September 14, 2014. DANA P OIN T T IME S.COM Sizes: 600x74, 300x250 Flight Dates: 8/28/14 - 9/14/14 Impressions: 227,978
S AN CL E M E N TE TIM E S.CO M Sizes: 600x74, 300x250 Flight Dates: 8/28/14 - 9/14/14 Impressions: 126,253
C A M P SUP M IC RO SITE
C A M P SUP O N LIN E A DS
SO CIAL MEDIA TOTAL P OTENTIAL IMPRE SSIONS: 358,583* Facebook, Twitter, and Instagram were utilized by SUP Magazine to create buzz about Camp SUP. The hashtag #CAMPSUP made it easy for attendees, sponsors, vendors, and brands to share their Camp SUP experiences with each other and the world. Total SUP Magazine Facebook Posts: 4 Total SUP Magazine Instagram Posts: 10 Total SUP Magazine Twitter Posts: 3 SUP Magazine Impressions: 358,513* * Camp SUP potential impressions based off of number of posts x total number of followers
SU P M AGA Z I N E T W E E T
C A M P SUP I NSTAGR A M P OST S
SUP M AGA ZI NE FACEB O OK P OST
P U B L I C R E L AT I O N S TOTAL IMPRE SSIONS: 1,64 4 TOTAL RELE A SE S: 6 Camp SUP further leveraged SUP Magazine and KHPR media assets with their regional/national media outlets. DI STR IB U TION : SUP Magazine Press Release: 348 KHPR: 200 DE TA I L S: • Camp SUP Announcement - 8/14/14 • Camp SUP Sponsor Announcement - 9/4/14 • Camp SUP Reminder - 9/11/14 * Each release was deployed to all media distribution lists
C AMP SUP SP O N S O R P RE SS RE LE A SE C AM P SUP ANN O U N C EMEN T PRE SS R E L E A S E
O N L I N E E D I TO R I A L TOTAL C AMP SUP ONLINE EDITORIAL PIECE S: 12 TOTAL IMPRE SSIONS: 326,555 Camp SUP received extensive online coverage. SUP Magazine and GrindTV were active in creating online editorial about Camp SUP. Camp SUP editorial content received 7,674 views. DE TA I L S: • SUP Magazine: 8 posts • GrindTV: 4 posts The SUP Magazine posts were featured on the supthemag.com homepage from 8/14/14 - 9/11/14. During that time, the SUP Magazine homepage received 318,881 visits.
G R I N DT V O N LIN E E DITO RIA L P IEC E S SU P M AGA Z IN E ON LIN E ED ITO R I AL P I ECE S
S A LT L I F E O N- S I T E B R A N D I N G TOTAL E STIMATED ON-SITE IMPRE SSIONS: 56,150 Presenting sponsor, Salt Life, was very well represented at Doheny State Beach during the Camp SUP weekend. Salt Life logos appeared on all marketing collateral and Salt Life was specially represented in the Camp SUP vendor row. CO-BR A N D ED MA RK E T IN G : • • • • • • • •
Camp SUP event banners were placed in high pedestrian traffic locations within the State Park Step and Repeat Stage Backdrop Step and Repeat Stage Skirt Camp SUP event banners were displayed on 2 giant inflatable arches placed near the entrances Directional Signage Informational Signage Camp SUP tee shirts given out throughout the weekend Camp SUP koozies given out during Outdoor Retailer in August and during Camp SUP
S A LT LIF E B R A N D MA RK E T I N G : • • • • •
Tent activation space Salt Life vehicle parked near vendor row Salt Life drawstring bags given out during the weekend Salt Life staff on-site Salt Life specific shout outs from the music stage throughout each day
S ALT L I F E B R AN DE D BA N N E R A RO UN D BE E R GA RDE N S ALT LI FE BR A N D ED STAG E BAC KDRO P AN D S KI RT