DC Bike Ride - 2023 Partnership Kit

2023 EVENT PREVIEW Pg. 11

PARTNERSHIP OPPORTUNITIES Pg. 17

PARTNERSHIP ASSETS OVERVIEW Pg. 24

DC’s only closed-road car-free bike ride

The 6th annual DC Bike Ride was a true celebration of life on two wheels with over 8,500 participants experiencing the best sights, sounds, and flavors the nation’s capital has to offer.

The 2022 Ride showcased that biking is truly for all residents, regardless of gender, ethnicity, age, economic status, and why they choose two wheels.

We are also proud to have expanded our Giving Back initiatives and community partnerships.

Above all, DC Bike Ride continues to establish itself as an annual tradition that is changing the way recreational bicycling is thought of in the present day.

A Fun Finish Festival to Celebrate

Making Cycling

More Diverse, Inclusive and Fun

Designed For All Ages & Riding Abilities

Explore Cities in a Closed-road, Car-free Environment

Gives Back to Local Initiatives

Local Flavors, Music, Epic Views

Affordable & Convenient Bike Rentals

2022 BY THE NUMBERS

8,504 total registrants

participants from 41

States in the U.S. And Canada

820 ride-along and youth riders

60,686 social media

• on event weekend • accounts reached

450 bike rentals

Rent & Ride Program 300 Staff and volunteers

1 in 3 Participants are returning riders MAYOR bowser participation of and City officials

Events like dc bike ride: ZERO.

I enjoyed riding in the streets and seeing the sights in Washington DC with my friends and 8,000 other people!

Such a cool way to see DC!

Roads closed and biking with a great group of people, the diversity of the riders and the crowd of riders!

What do you like most about the DC Bike Ride experience?

Riding on DC streets without cars and enjoying all of the sites. The weather was perfect. The event seemed well organized, especially for the number of people.

It was fun to enjoy a bike ride in DC without worrying about cars

The car free open roadway is the main reason I participate every year.

51.7% male 46.7% female

1.6% identify as gender fluid or non-binary

Age group

63% of attendees are above 40 (avg. age is 44 years)

Ethnicity

Gender Location

Education level

88% have attained a bachelor’s degree or higher

Household income

$ $100k+ for 75% of registrants

53% White, 16% African American, 6% Hispanic/ Latino, 5% Asian.

19% prefer not to disclose

23% of riders from DC, 29.3% from MD, and 36.5% of riders from VA.

Programing snapshot

Series of social rides led by local bicycle clubs and DCBR ambassadors. Calendar and courses featuring local businesses and relevant causes. Direct-to-consumer assets onsite and digitally.

A Give-back program from CareFirst to bring the community together in support of local food relief programs.

MAY Bike Month

MAY • Bike Month

A virtual challenge to celebrate National Bike Month along the month of May. Achieve goals to unlock prizes. Several brand opportunities within the virtual environment and prize packs.

DC Bike Ride weekend, with 2 days of packet pickup + 20 car-free miles for an epic bike ride, followed by a Finish Festival open to all.

Several opportunities for partners along the campaign and on event weekend.

Virtual event marking Bike Month, creating opportunities for partners and increasing brand awareness and audience engagement.

2023 programming snapshot

A series of social rides that connected with local businesses and fitness groups while tapping into hyperlocal audiences.

Our flagship event that is expected to draw

10,000+ riders spanning across all generations riding car-free in our Nation’s Capital.

Made possible by CareFirst, this giving back program creates change in our community and keeps our audience moving throughout the year around great causes.

Ride in Good Company with DC Bike Ride aims to increase the participation of corporate teams, while promoting wellness in the workplace and building corporate pride.

20 miles of beautiful views, local music, and photo stops.

o 2 iconic photo stops

o music acts + flavor stations along the course

o Fully stocked rest stops

o Mechanical and Medical assistance

o 6-mile course version for less experienced riders

OUR SPONSORS & PARTNERS

Opportunities for Partners Digital exposure

Placements through various DC Bike Ride channels – social media, email marketing and website.

• Post and engagement via social media.

• Sponsored message on event updates email.

• Logo and digital banners on ride’s website.

• Contests and Giveaways.

• Virtual activations and bike challenges.

• Custom content series for social.

Opportunities for Partners

onsite activation

Reach a highly-engaged audience through directto-consumer opportunities within different categories of participants through live events.

• Start Line activities – sampling and warm-up.

• Rest stops and on-course special activations.

• Packet Pickup Party – 2-day event and 4k+ ppl.

• Booth at Finish Festival and VIP lounge.

• Social bike rides and other pre-ride events.

Opportunities for Partners

naming properties

Naming properties and custom activations supported by digital assets for promotion.

• VIP Lounge at Finish Festival.

• Kid’s Zone and Family Category.

• Packet Pickup Party.

• Course elements naming opportunities.

• Virtual bike challenges.

VIP Lounge

Hosting Partner

• Brand experience and prominent presence within VIP Lounge.

• Exclusive gifting, relationship, and communication opportunities.

DC Bike Ride

Official Partner

• Hospitality, Digital, and Onsite assets.

• Activation space at the Finish Festival.

DC Bike Ride

Supporting Partner

• Hospitality, and Onsite assets.

• Activation space at the Finish Festival.

Partnership assets • Media Plan Inclusion

• DC Bike Ride plans to invest ~$250K across various media outlets to promote the inaugural event and its sponsors.

• PARTNER will be featured in all paid media placements, as well as on earned media opportunities, organic posts and grassroots activities.

• The marketing strategy will blend hyper-local and regional outlets, along with mediums that have a wider reach, and community events.

• The campaign is expected to reach 400,000+ people, generate over 20 million impressions, and build a fan base of 12,000 new contacts, including attendees, subscribers, and social media followers.

Partnership assets

Hyper local Media Outlets

Digital Campaign on third-party pages with wider reach

Field marketing activities for Community outreach and engagement (February-October)

Collateral • Rider-Related Marketing

BIB

Duffel Bag

Cycling Jersey

Water Bottle

Helmet Sticker

Organic • Email Marketing

ü 367,965 Page Views

ü 174,818 Sessions

ü 128,581 Users

Organic • Social Media

8,536 accounts reached organically on the week before and after the ride.

548,053 accounts reached

630,320 impressions

22,469 clicks & engagements

M 46% | W 54% 47%+ comp. 2021 Organic posts reach nearly 2k people (avg.)

Partnership ASSETS

Half-Page and Full-Page Ads

Presence on Partners’ Page

Partnership ASSETS • Onsite – Course

and Rest Stops

The DC Bike Ride Course offers several activation opportunities along 20 miles of beautiful views.

Riders take their time and enjoy the course to the fullest.

Partnership ASSETS

• Onsite – Start, Finish, VIP Lounge

Other onsite brand exposure assets are available at Start and Finish areas.

At the Finish Festival, partners have access to various activation areas, including the VIP Lounge.

Partnership ASSETS

o 3 Hour Post-Ride Party.

o #FITDC Movement Zone Yoga, Stretching and Cool-Down classes.

o Activities from 20+ Partners

o 7 Food Trucks

o Hospitality Lounge

o DCBR Pop-Up Shop

o Photo Experiences

o REI Pump Track