Philly Bike Ride - 2023 Partnership Kit

INTRO TO PHILLY BIKE RIDE Pg. 5 • 2023 EVENT PREVIEW Pg. 12 • PARTNERSHIP OPPORTUNITIES Pg. 18

PARTNERSHIP ASSETS OVERVIEW Pg. 25

A NEW CYCLING TRADITION HAS ARRIVED IN THE CITY OF BROTHERLY LOVE

Our mission

Philly Bike Ride invites participants to a completely carfree and non-competitive bike ride, making cycling safe, fun, and accessible for everyone.

The ride showcases Philly's best sights, sounds, and flavors and is intentionally designed to welcome participants from different backgrounds regardless of gender, ethnicity, or age.

The event also raises significant dollars to support advocacy, education, and youth cycling activities led by the Bicycle Coalition of Greater Philadelphia.

With overwhelmingly positive feedback and nearly 3,000 participants on its first edition, Philly Bike Ride begins planning for Year-Two of this new annual bike tradition in the vibrant City of Brotherly Love. PHILLY bike ride 2023

Enjoy a Course Filled with Philly’s Epic Views and Historic Sites

Celebrate at the Festival by the Philadelphia Museum of Art

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

Give Back to Philly’s Bicycle Community

Cruise through Philly’s Flavors, Music and Art

Making Cycling More Diverse, Inclusive and Fun Affordable & Convenient Bike Rentals

Designed For All Riding Abilities & Ages (3+)

2022 BY THE NUMBERS

≈ 3,ooo registrants

Participants from 27

200 Staff and volunteers

86% plan on riding in 2023

43,053 social media

• on event weekend • accounts reached

States

150 bike rentals

Rent & Ride Program

94.8% Rated THE experience as great or excellent

$15,000 Donated to Youth Cycling local programs

Events like Philly bike ride: ZERO

Age group

73% of attendees are above 35 (avg. age is 45 years)

Gender

52.6% male 45.4% female

Education level

80% have attained a bachelor’s degree or higher

Ethnicity

2% identify as gender fluid or non-binary 76% White, 11% African American, 6% Hispanic/ Latino, 6% Asian.

$

Household income

$100k+ for 75% of registrants

Location

58% of riders from PA, 21% from the DC region, and 18% of riders from NY/NJ/DE.

Rider demographics

Having professional organizers was important, especially for a first-time event. This felt professional (from the bike racks, tents, the metal fencing, the corrals, etc.) Well done!

The course was fun, a lot of points of interest throughout the route.

The experience of the city streets was outstanding! Love the park + car-free streets ROCK!

So many young riders out on closed roads. My daughters loved! It made them excited to bike more often!

Things I loved: The visual appeal and flat nature of the route; the energy and camaraderie of other bikers; the security and friendliness of the police. This was a really happy day amidst a lot of stress and strife lately.

It was amazing riding for 20 miles on Philly streets without worrying about getting swiped by a car or hit by a stray door.

Giving back to youth cycling activities

The Bicycle Coalition of Greater Philadelphia is a founding partner of Philly Bike Ride and its main beneficiary.

Philly Bike Ride donated $15,000 to support advocacy, education and youth cycling activities.

Several opportunities for partners along 200+ days of campaign and on event weekend.

Summertime Rides (community outreach program)

National Bike Month activations.

Campaign kick-off and PR efforts.

Philly Bike Ride activation at DC Bike Ride.

Philly Bike Ride weekend, with packet pickup + an epic bike ride, followed by a Finish Festival open to the general public.

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 6,000+ riders spanning across all generations riding carfree in the City of Brotherly Love.

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

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

20 car-free miles filled with Philly’s historical sites, beautiful views, local music, and photo stops.

Extensive mechanical support and fully stocked rest stops. Cross the finish line and enjoy a post-ride festival by the iconic steps of the Philadelphia Museum of Art.

Opportunities for Partners

NAMING PROPERTIES

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

• Title & Presenting Partner.

• Finish Festival naming rights.

• VIP Lounge at Finish Festival.

• Kid’s Zone and Family Category.

• Movement Zone Program.

• Packet Pickup Party.

• Course naming opportunities.

Opportunities for Partners

onsite activation

Reach a highly-engaged audience through direct-to-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 – Friday 10/13.

• Activation space at Finish Festival.

• Special brand experience opportunities within the VIP lounge.

Opportunities for Partners

DIGITAL EXPOSURE

Placements through Philly 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 media.

• Brand exposure and full integration with the event logo.

• Presence in all event communications, paid media, and look & feel.

• Exclusive community initiatives.

• Prominent presence in all finish festival communications.

• Logo in festival look & feel and signage.

• Social media assets and photo stations.

• Brand experience and prominent presence within VIP Lounge.

• Exclusive gifting, relationship, and communication opportunities.

• Hospitality, Digital, and Onsite assets.

• Activation space at the Finish Festival.

Philly bike ride

Presenting Partner

Philly bike ride official Partner Finish Festival naming Partner VIP lounge hosting Partner

Sponsorship Budget overview

Starting at $15,000

Starting at $5,000

• Exclusivity

• Paid Media Inclusion

• Pedal for a Purpose

• Sponsor-A-Rider

• Digital Placements

• On-Site Exposure

• Complimentary Entries

• Social media channel and newsletter placement

• Logo Placement on Website

Partnership assets

• Presenting Partner Status

PHILLY bike ride is presented by …

• PARTNER to be prominently incorporated into the PBR logo.

• PARTNER logo to be present in all collateral (print and digital), including banners, posters and postcards.

PRESENTED BY

• PARTNER logo to be included in all PBR communications, featured as a Presenting Partner of PBR.

10.5M+ brand impressions in 2022

Partnership assets • Media Plan Inclusion

• Philly Bike Ride plans to invest ~$200K 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 15 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)

Partners’ PARTNER’S NAME PARTNER’S POSITION ad LOGO

Presence WELCOME LETTER

Partnership ASSETS

Engage Philly Bike Ride followers on social media followers.

Share special offers and services and promote contest and giveaways. Share experience throughout company platforms such as social media, official website, annual reports, etc.

Partnership assets • Custom Content

Create custom content for email and social media.

Opportunity to promote quiz among social media followers.

Strategically leverage the Ride’s regional database to showcase relevant themes, such as community work and corporate citizenship.

Partnership assets • Onsite Presence

Partner logo to be displayed on Bike Rack Banners and event signage at the Start and Finish Line.

Partner logo to be displayed on the Start and Finish Line truss and on the stage backdrop and info tower for the Finish Festival.

Partnership assets • On Course Activation

Display signage along the course with custom message and/or safety tips and advice for riders to enjoy a safe and fun event.

Partnership assets • Finish Festival Presence

Deliver an on-site activation at the Finish Festivals (10,000+ attendees) to provide meaningful information and highlight Partner’s safety and community messaging.

WOULD BE RESPONSIBLE FOR THE ACTIVATION PRODUCTION.

Partnership assets • Community Engagement

Sponsor-A-Rider

• The program offers free registration to members of the community that cannot afford the participation fee.

• During registration, participants can donate to this scholarship fund.

• PARTNER will be featured as the Sponsor-A-Rider partner that will match donations through registration dollar-for-dollar up to 100 beneficiaries.