SUPERFEST CONSUMER EXPERIENCE
SUPERFEST: For nearly two-decades SNOWBOARDER Magazine’s SUPERPARK session has gathered the best freestyle talents in the world to test themselves on the most cutting edge terrain park features. With over 500 attendees annually this invite-only gathering has become the most reknowned showcase of trickery on snow. While not a traditional contest, standout riders are rewarded for their overall mastery of the features over the course of five days. With over 59,000,000 media impressions created over the course of Superpark this seemingly endemic event is only eclipsed by the Olympics and X Games in terms of snowboarding audience reach. SNOWBOARDER is currently exploring the possibility of turning this private film/photo shoot into a public festival with consumer activations, concerts and spectator access. The hope is to broaden this property from simply being a sponsor-subsidized property that drives advertising revenue to one with multiple revenue streams including site fees, lodging profit share, booth rentals and ticket sales. The ultimate goal is to dial in this model in order to turn the SUPER FESTIVAL into a multi-stop series with the potential to take the property international.
SPONSORS:
2014 SUPERPARK 18 Media Impressions at a Glance Rider Participants: 365 Media/Industry Participants: 215 Print Impressions: 355,000 Online Advertising Impressions: N/A Promo Material Impressions: N/A SNOWBOARDER Social Media Account Impressions*: 58.3 M #Superpark18 Snowboardermag.com impressions: 117,695 Webcast Impressions: 13,104 Press Release/Newsletter Impressions: 198,000 Online Editorial Impressions: 306,526 Online Advertising Impressions: 154,300 Video Impressions: 206,866 On-site Non-Participant Impressions: 5,277 Total Impressions: 59,656,768 (* Based On Account Followers x Number Of Posts)
2014 Notable Attendees Sage Kotsenburg - 2014 Sochi Olypmic Gold Medalist Peetu Piironinen - 2010 Sochi Olympic Silver Medalist Sebastien Toutant - 2011 X Games Slopestyle Gold Medalist Louif Paradis - 2013 X Games Real Snow Gold Medalist Chas Guldemond - 2012 Slopestyle World Champion
2014 External Media Coverage: Onboardmag.com, Snowboardermbm.mpora.com, Methodmag.com, Yobeat.com, Awsm.com, Whitelines.com, Newschoolers.com, Nzsnowboard.com, Twbiz.com, Snowboardcanada.com
2014 SUPERPARK 18 Resort/Spectator Attendance Wednesday, May 7th, 2014: Resort Private Thursday, May 8th, 2014: Resort Private Friday, May 9th, 2014: 604 Saturday, May 10th, 2014: 2,149 Sunday, May 11th, 2014: 2,524 Total: 5,277
SUPERFEST Night Time Webcast Live Demo
SUPERFEST Night Time Super Show Live Concert
When SNOWBOARDER Magazine created the Superpark session 18 years ago it was concieved as a private photo shoot with the goal of generating an exclusive print feature and enhanced segments for SNOWBOARDER’s iconic movie,1999. With the onset of the online era everything that happens during the five-day gathering is broadcast around the world via the World Wide Web by both SNOWBOARDER Magazine and our industry partners. Three years ago SNOWBOARDER began webcasting Superpark to create a live spectating element. In 2014 we were able to create a satellite Superpark feature removed from the main zone that had easy spectator access. This was the feature we webcasted for a twohour session while Mt. Hood Meadows patrons sat on the baselodge deck and enjoyed the show on-site. Moving forward, SNOWBOARDER is planning to schedule this live webcast session in the evening under the lights and enhance promotion of this show to outside spectators. Before and after the demo SNOWBOARDER will have live entertainment by national acts on an adjascent stage.
The strong connection between snowboarding and music was established decades ago. National acts like Santigold, Steve Aoki, Wu Tang Clan and Z-Trip routinely find themselves standing atop a stage in the high country at events like the US Open of Snowboarding and ESPN X Games. With Superfest, SNOWBOARDER seeks to entertain our devout Superpark audience with live acts that will stoke them out before and after checking out the best snowboarding action they’ve ever seen firsthand.
• Live Night Time Urban Rail Session featuring X Games Champions • Online Broadcast of Night Time Urban Rail Session
• National headliners like Santigold, Shaun White’s Bad Things, Foo Fighters, Z-Trip or Wu Tang Clan perform on a slopeside stage in the host resort’s base area • Pro riders MC and provide autographs • Opportunity for sponsor integration • Alcohol Sponsor/Beer Garden • Additional opportunity for Elite Afterparty Show
SUPERFEST Onsite Sponsor Village/Consumer Demo Gear Swap
SUPERFEST Weekend Getaway Super Package
In addition to the live demo setup and headliner stage at Superfest, the host resort base area transforms into a one stop shop for snowboarding enthusiasts to check out the latest gear firsthand from endemic and non-endemic sponsors. Sampling, autograph sessions and gear demos are just some of the engagement that can take place in the Superfest Basecamp. Another facet of this village will be the inclusion of a late season retailer closeout section where shops can put their discounted gear in front of their open to buy consumers looking for great gear at a discounted price.
In association with host resort and lodging partners SNOWBOARDER is creating the Superfest Weekend Getaway Super Package which combines lodging, lift tickets, VIP Superpark and Super Show access, pro rider meet and greet ride-a-longs and exclusive memorabilia for the ultimate one-of-a-kind elite snowboarding retreat
• Product demonstrations and giveaways • Pro rider autographs • Ability to sign out next season’s gear to try firsthand on-hill • Discounted and closeout gear swap by local retailers
• Two nights luxury lodging • Two days lift tickets • VIP party access • Limited edition memorabilia package • VIP Superpark access • Concert ticket • Exclusive pro snowboarder ride-a-long opportunities
SUPERFEST REVENUE PROJECTIONS
SUPERFEST ADDITIONAL LIABILITIES
Night Time Super Show Live Concert
Night time Super Show Live Concert
On-site Sponsor Village/Consumer Demo Gear Swap
Onsite Sponsor Village/Consumer Demo Gear Swap
2,000 tickets @ $30/ticket = $60,000 5,000 tickets @ $30/ticket = $150,000 10,000 tickets @ $30/ticket = $300,000
10 Tents/Booths @ $2000/booth = $20,000 20 Tents/Booths @ $2000/booth = $40,000
Weekend Getaway Super Package
100 packages @ $300/package = $30,000 (-%50 Margin = $15,000) 200 packages @ $300/package = $60,000 (-%50 Margin = $30,000) 500 packages @ $300/package = $150,000 (-%50 Margin = $75,000) 1000 packages @ $300/package = $300,000 (-%50 Margin = $150,000) 100 packages @ $500/package = $50,000 (-%50 Margin = $25,000) 200 packages @ $500/package = $100,000 (-%50 Margin = $50,000) 500 packages @ $500/package = $250,000 (-%50 Margin = $125,000) 1000 packages @ $500/package = $500,000 (-%50 Margin = $250,000)
Sponsor Revenue Targets Base Target = $250,000 True Value Target = $500,000
Site Fee
Base Target = $50,000 True Value Target = $100,000
Total Revenue Growth Opportunity Low Estimate = $410,000 True Value Target = $1,440,000
National Act = $60,000 Security = $5,000 Staging = $10,000 Security = $1,000
Marketing $10,000
Sponsor/Talent Hospitality $10,000
Additional Insurance $20,000
Total Additional Liabilities $166,500