2015 partnership prospectus - Zappos.com Bay to Breakers

2015 PARTNERSHIP
PROSPECTUS
A
NOT A RACE, AN INSTITUTION
BAY TO BREAKERS IS A RACE BUILT BY THE PEOPLE.
SINCE 1912, OVER 1.8 MILLION COSTUMED RUNNERS, WALKERS
AND CENTIPEDES HAVE COMPLETED THE ICONIC 12K JOURNEY
FROM THE SAN FRANCISCO BAY TO THE BREAKERS ON
OCEAN BEACH.
DESPITE THE RACE’S PROMINENCE, BAY TO
BREAKERS REMAINS AN ENIGMA. PINK
GORILLAS? UPSTREAM SWIMMING SALMON?
CENTIPEDES?
THE FOLLOWING PAGES EXPLAIN BAY
TO BREAKERS’ EVOLUTION INTO A
SAN FRANCISCO INSTITUTION.
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2
A
THE HISTORY
“BAY TO BREAKERS IS A DIRECT ROUTE TO THE CITY’ S
HEART AND SOUL.”
– SF CHRONICLE
3
A CITY DESTROYED
ON APRIL 18, 1906 AT 5:12 IN THE MORNING, A DEVASTATING EARTHQUAKE STRUCK SAN FRANCISCO. THE
EARTHQUAKE AND RESULTING FIRES DESTROYED MORE THAN 80% OF CITY.
EVERYONE IS TALKING OF IT (THE
EARTHQUAKE) THIS AFTERNOON,
AND NO ONE IS IN THE LEAST
DEGREE DISMAYED. I HAVE TALKED
AND LISTENED...BUT THERE IS NO
DOUBT ANYWHERE THAT SAN
FRANCISCO CAN BE REBUILT, LARGER,
BETTER, AND SOON.”
BAY TO
BREAKERS
2015
02
- H.G. WELLS, 1906, AFTERMATH OF
THE SF EARTHQUAKE
4
UNITING A BROKEN CITY
BY 1912 A NEW, REBUILT SAN FRANCISCO EMERGED AND OFFICIALS WANTED TO HOLD A RUNNING RACE TO FURTHER UNITE
THE CITY. ON NEW YEARS DAY, THE INAUGURAL EVENT TOOK PLACE, KNOWN THEN AS THE CROSS-CITY RACE. THE ROUTE
STRETCHED ACROSS SAN FRANCISCO, LINKING EAST AND WEST.
INCREDIBLY, MORE THAN 5,000 SPECTATORS ATTENDED THIS FIRST RACE AND THE SAN FRANCISCO BULLETIN CALLED IT “THE
LARGEST SPORTING EVENT IN THE WEST.”
BAY TO
BREAKERS
2015
02
BOBBY VLUGHT, LOCAL COLLEGE STUDENT
AND PART-TIME PAPER BOY, PICTURED
ABOVE AFTER WINNING THE INAUGURAL
CROSS-CITY RACE. VLUGHT WOULD GO
ON TO WIN AGAIN NEXT YEAR, BEFORE A
SECOND PLACE FINISH IN 1914.
A CITY AND RACE INTERTWINED
FROM THAT MOMENT ON, SAN FRANCISCO AND BAY TO BREAKERS BECAME IRREVERSIBLY LINKED. BAY TO BREAKERS
A SYMBOL OF REBIRTH AND STRENGTH IN THE WAKE OF DEVASTATION.
BAY TO
BREAKERS
2015
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6
A RACE FOREVER EVOLVING
AS SAN FRANCISCO GREW AND EVOLVED, BAY TO BREAKERS NATURALLY FOLLOWED. FROM THE CIVIL RIGHTS MOVEMENT
OF THE 1950S, TO THE “FLOWER CHILDREN” OF THE 1960S, TO THE TECH REVOLUTION OF THE 2000S, BAY TO BREAKERS
REFLECTED SAN FRANCISCO’S COUNTER-CULTURAL EVOLUTIONS, ADDING NEW TRADITIONS, ELEMENTS AND DIMENSIONS.
1912
1940
BAY TO BREAKERS
DEBUTS AS THE
CROSS-CITY RACE.
BARBARA “BOBBIE” BURKE IS
THE FIRST WOMEN TO RUN THE
RACE – DISGUISED AS A MAN.
THE FIRST COSTUMED RUNNER
APPEARS, DRESSED AS CAPTAIN
KIDD, AND COMES IN LAST.
1974
1971
WOMEN ARE OFFICIALLY
ALLOWED TO RUN BAY TO
BREAKERS.
1986
02
1964
NINETEEN-YEAR-OLD
ELLWYN STRIBLING
BECOMES THE FIRST
AFRICAN-AMERICAN
RUNNER TO WIN THE RACE.
MARYETTA BOITANO, AGE TEN,
WINS THE FEMALE DIVISION
WITH A RECORD BREAKING
TIME OF 42:03. SHE BECOMES
THE YOUNGEST FEMALE
WINNER IN RACE HISTORY.
RACE OFFICIALLY RENAMED
BAY TO BREAKERS, AFTER
THE NEWS-CALL BULLETIN
TAKES OVER SPONSORSHIP
OF THE RACE.
1978
2012
GUINNESS BOOK OF WORLD
RECORDS RECOGNIZES BAY TO
BREAKERS AS THE LARGEST
FOOTRACE IN THE WORLD,
WITH MORE THAN +110,000
PARTICIPANTS.
BAY TO
BREAKERS
2015
1950
NUMEROUS TECH
COMPANIES ENTER THE
CENTIPEDE RACE AND THE
LINKEDIN TEAM SETS A
NEW CENTIPEDE WORLD
RECORD TIME OF 36:44.
CENTIPEDES, OR 13
RUNNERS CONNECTED
AS A UNIT, MAKE THEIR
DEBUT AT BAY TO
BREAKERS.
2014
WASSERMAN
MEDIA GROUP
BECOMES THE
NEW RACE
OWNERS.
7
A
A NEW VISION
BAY TO BREAKERS BEGAN A NEW CHAPTER IN
2014. WASSERMAN MEDIA GROUP BECAME
THE NEW RACE STEWARDS PLEDGING
TO ELEVATE THE RACE TO A HIGHER
LEVEL.
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THE 2014 EDITION
WASSERMAN MEDIA GROUP OPERATES THE EVENT FOR THE FIRST TIME AS OWNERS, RESULTING IN A 40% INCREASE
IN RUNNERS FROM THE PREVIOUS YEAR.
BAY TO BREAKERS 2014
BY THE NUMBERS
EXPO (2 DAYS)
• 60,000+ ATTENDEES
• 60 EXHIBITORS
RACE
• 12 KM / 7.46M (TOTAL RUNNING DISTANCE)
• 18 MILES OF ROAD CLOSURES
• MAY 18, 8AM - 1PM
RUNNERS & SPECTATORS
• 40,000 REGISTERED RUNNERS
• 50 STATES, 42 COUNTRIES
• 36 ELITE RUNNERS
• 100,000+ SPECTATORS
PERSONNEL
• 2,000 VOLUNTEERS
• 200 STAFF
OPERATIONS
• 120,000 CUPS OF WATER
• 1,000 RESTROOM UNITS
• 12,000 FT. OF BARRICADES
BAY TO
BREAKERS
2015
02
SOCIAL
• REACHED 31M USERS ON FACEBOOK & TWITTER
• #BAYTOBREAKERS TRENDED GLOBALLY
9
A
THE RACE
“BAY TO BREAKERS IS A MUST-RUN FOR ANY LEVEL
OF RUNNER. WHETHER YOU RUN, WALK OR JUST
WATCH, THIS IS CERTAINLY AN ADVENTUROUS
RACE YOU WON’T FORGET.”
– 12 UNIQUE RACES TO RUN IN YOUR
LIFETIME, LIVESTRONG
10
ANNUAL TRADITION
BAY TO BREAKERS IS THE LONGEST CONSECUTIVELY RUN ANNUAL FOOTRACE IN THE WORLD. WITH 103 SUCCESSIVE
EDITIONS, THE RACE IS INGRAINED IN SAN FRANCISCO’S DNA. AS THE THIRD SUNDAY IN MAY NEARS, TRAINING HITS
HIGH-GEAR, COSTUMES ARE DESIGNED AND THE CITY PREPS FOR ITS FAVORITE YEARLY RITUAL.
RUNNERS GET THEIR FIRST TASTE OF THE BAY TO BREAKERS CELEBRATION AT THE EXPO, HELD THE FRIDAY AND
SATURDAY PRIOR TO RACE DAY. MORE THAN 60,000 ATTENDEES VISIT THE EXPO HALL TO PICK-UP THEIR RACE PACKET,
RECEIVE THEIR OFFICIAL UNDER ARMOUR RUNNERS’ T AND CHECK OUT THE LATEST FITNESS TECHNOLOGY.
TIMELINE
FRIDAY, MAY 15, 2015
EXPO (11 AM – 7 PM)
FORT MASON CENTER
SATURDAY, MAY 16, 2015
EXPO (9 AM – 5 PM)
FORT MASON CENTER
SUNDAY, MAY 17, 2015
RACE START (8 AM)
MAIN & HOWARD STREET
FINISH LINE FESTIVAL (8 AM - 1 PM)
OCEAN BEACH
BAY TO
BREAKERS
2015
02
SAN FRANCISCO GIANT’S STAR SERGIO ROMO
SIGNING AUTOGRAPHS AT THE 2014 BAY TO
BREAKERS EXPO.
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THE COURSE
THE RACE KICKS-OFF AT THE EMBARCADERO, SAN FRANCISCO’S HISTORIC EASTERN WHARF, BEFORE THE COLORFUL
MASSES PASS THROUGH NINE NEIGHBORHOODS, EACH WITH DISTINCTIVE PERSONALITIES, GEOGRAPHY AND
LANDMARKS.
BISON
PADDOCK
OCEAN
BEACH
PAINTED
LADIES
CIVIC
CENTER
IGHWAY
JFK
DRI
VE
PARK
DUTCH
WINDMILL
BAY TO
BREAKERS
2015
02
GOLDEN
GATE PARK
HAYES
HILL
Y
UR
HB
S
T-A
IGH
HA
CIVIC CENTER
EY
LL
VA
S
YE
HA
MOSCONE
CENTER
“SOMA”
T
RIC
IST
D
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CIA
AN
FIN
TH
NIN
GREAT H
GOLDEN
GATE
N. PANHANDL
E
ALAMO
SQ.
RD
WA
O
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CH
EA
N
H B MAI
UT
SO
DIVISADERO
PANHANDLE
BAY
BRIDGE
START
FINISH
MILE MARKER
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THE FINISH LINE FESTIVAL
THE 12K JOURNEY ENDS ON OCEAN BEACH, THE WESTERNMOST BORDER OF SAN FRANCISCO. AFTER RUNNERS CROSS
THE FINISH LINE, THEY RECEIVE THEIR FINISHER MEDAL AND ARE GREETED WITH FOOD, DRINK AND LIVE MUSIC.
#ROCKBAY TO
BREAKERS
ROCK IN FRONT OF 100,000 AT THE
BAY TO BREAKERS FINISH LINE
BAY TO BREAKERS PUT $3,000 UP FOR GRABS
AND LET THE FANS DECIDE WHICH BAY AREA
BAND WOULD BE ROCKING THE STAGE AT THE
FINISH LINE FESTIVAL.
BAY TO
BREAKERS
2015
02
USING THE HASHTAG #ROCKBAYTOBREAKERS,
FANS NOMINATED SIX BANDS FOR A FAN VOTE
ON BAYTOBREAKERS.COM; MORE THAN 10,000
FANS VOTED, ELECTING THREE LOCAL BANDS
TO ROCK OUT AT THE FINISH LINE FESTIVAL.
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A
THE RUNNERS
“THE BAY TO BREAKERS 12K IS THE ONLY PLACE IN THE
WORLD WHERE IT’ S POSSIBLE FOR A COMPETITIVE
RUNNER TO BE IN TIP-TOP SHAPE, RUN A GREAT
RACE -MAYBE EVEN REACH A PERSONAL
RECORD - AND STILL GET BEAT BY A
DUDE WEARING A PINK APE COSTUME.
OR, WORSE YET, GET OUTKICKED
BY A GAGGLE OF 13 RUNNERS
CONNECTED BY BUNGEE CORDS.”
– RUNNING TIMES
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A RACE FOR THE PEOPLE
BAY TO BREAKERS IS DEFINED BY THE RUNNERS - THE COSTUMES, ENERGY AND CREATIVITY TRANSFORM THE
FOOTRACE INTO A ONE-OF-A-KIND EVENT.
THE COSTUMES WERE SUCH
AN ANOMALY, NOBODY ELSE
HAD THEM IN THE COUNTRY AND
EVERYONE THOUGHT WE WERE
CRAZY…WE REALLY WANTED TO
ENCOURAGE PEOPLE TO BE CREATIVE
AND FREE-SPIRITED.”
BAY TO
BREAKERS
2015
TERRI TIFFANY,
BAY TO BREAKERS RACE DIRECTOR
(1981-1989)
THE TRADITIONS
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EACH YEAR, PINK GORILLAS, FLYING TORTILLAS, AND “UPSTREAM SWIMMING SALMON” FILL THE STREETS, AS TENS OF
THOUSANDS OF COSTUMED RUNNERS CELEBRATE BAY TO BREAKERS’ ECCENTRIC TRADITIONS.
BAY TO
BREAKERS
2015
THE PINK GORILLA IS A BAY TO BREAKERS LEGEND.
AFTER OUTRUNNING ELITE RUNNERS YEARAFTER-YEAR, THE GORILLA BECAME THE OFFICIAL
RACE MASCOT IN 2014. WITHOUT A NAME, BAY TO
BREAKERS ASKED FANS TO HELP. 5,000 VOTES LATER,
THE GORILLA BECAME APE-HASHBURY IN HONOR OF
SAN FRANCISCO’ S DISTRICT, HAIGHT-ASHBURY.
16
THE CENTIPEDES
BUT NO TRADITION IS MORE UNIQUE THAN THE BAY TO BREAKERS’ CENTIPEDES COMPETITION - A RACE RUNNER’S WORLD
CALLED “...THE PERFECT HYBRID OF BAY TO BREAKERS GOOFINESS AND AN INTENSE TEAM WORKOUT/BONDING EXPERIENCE.”
BORN IN 1978, CENTIPEDES, TETHERED TEAMS OF THIRTEEN OR MORE, COMPETE EVERY YEAR IN BAY TO BREAKERS’ WORLD
CENTIPEDE RUNNING CHAMPIONSHIPS. IN 2014, MORE THAN 500 PARTICIPANTS COMPETED IN THE CENTIPEDE DIVISION.
BAY TO
BREAKERS
2015
UC DAVIS TRACK ATHLETE, DWAYNE “PEANUT”
HARMS, PICTURED ABOVE, LEADS THE FIRST
CENTIPEDE TEAM IN 1978.
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THE DEMOGRAPHIC
BAY TO BREAKERS ONE-OF-A-KIND TRADITIONS, HISTORY AND COURSE MAKE THE RACE A DESTINATION EVENT. IN
2014, RUNNERS HAILED FROM ALL 50 STATES AND 42 DIFFERENT COUNTRIES.
ACTIVE
70% ENGAGE IN PHYSICAL
ACTIVITY MULTIPLE TIMES
PER WEEK
AFFLUENT
62% HAVE ANNUAL HHI >$75,000
EDUCATED
75% ATTENDED COLLEGE
35% POST-GRADUATE DEGREE
BAY TO
BREAKERS
2015
02
DIVERSE
56% FEMALE // MALE 44%
41% AGE 21-35
31% AGE 36-49
A
THE OPPORTUNITY
“THERE ARE MANY PUBLIC RUNS ACROSS THE WORLD, BUT
NONE MATCHES THIS NEARLY CENTURY-OLD 12K THROUGH
ONE OF THE WORLD’S MOST BEAUTIFUL CITIES FOR
SHEER SPECTACLE. AS MANY AS 80,000 RUNNERS
COMPETE IN ALL MANNER OF COSTUME...THIS IS
SAN FRANCISCO, AFTER ALL.”
- 101 THINGS ALL SPORTS FANS MUST
EXPERIENCE BEFORE THEY DIE, ESPN
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THE COMPANY YOU KEEP
BAY TO BREAKERS IS COMMITTED TO WORKING WITH AN EXCLUSIVE GROUP OF PARTNERS WHO WILL BE
AUTHENTICALLY INTEGRATED INTO ALL ASPECTS OF THE RACE PLATFORM - FROM PRE-RACE PROMOTION TO RACE DAY
ACTIVATION TO POST-RACE RE-ENGAGEMENT.
JOINING FORCES WITH A
WORLD-RENOWNED RACE LIKE
BAY TO BREAKERS IS EXTREMELY
EXCITING FOR OUR BRAND.
THIS PARTNERSHIP PROVIDES A
GREAT OPPORTUNITY TO BRING
A NEW LEVEL OF CUTTING-EDGE
TECHNOLOGY TO THE RACE”
BAY TO
BREAKERS
2015
02
- MATT MIRCHIN, EXECUTIVE VICE
PRESIDENT, GLOBAL MARKETING,
UNDER ARMOUR
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BROAD REACH
BAY TO BREAKERS IS TRULY A CITYWIDE EVENT WHOSE PHYSICAL PRESENCE IS FELT ACROSS SAN FRANCISCO’S 49
SQUARE MILES AND ONE MILLION PLUS POPULATION. DIGITALLY, THE RACE REACHES MILLIONS – IN 2014, OVER A
TEN DAY PERIOD FROM MAY 10 THROUGH MAY 20, BAY TO BREAKERS GENERATED 31.6 MILLION IMPRESSIONS ON
TWITTER AND FACEBOOK ALONE.
24M IMPRESSIONS
MAY 10 - 20
7.5M IMPRESSIONS
MAY 10 - 20
#BAYTOBREAKERS
600K UNIQUE PAGE VIEWS
MAY 10 - 20
BAY TO
BREAKERS
2015
25K ORGANIC POSTS
#BAYTOBREAKERS MENTIONS
RACE DAY
ON RACE DAY #BAYTOBREAKERS TRENDED
GLOBALLY - THE CULMINATION OF MORE THAN
10,000 #BAYTOBREAKERS MENTIONS DURING
RACE WEEK.
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PARTNERSHIP POTENTIAL
RIGHTS & MARKS
TRADEMARKS & OFFICIAL DESIGNATIONS
CATEGORY EXCLUSIVITY
CO-PROMOTION WITH OTHER BAY TO
BREAKERS’ PARTNERS
PASS THROUGH RIGHTS
EXCLUSIVE CONTENT
EVENT INTEGRATION
BRAND SIGNAGE
TWO-DAY RUNNER EXPO
RUNNER PACKET PICK UP
PRODUCT DEMONSTRATION
RACE START
ON-COURSE ACTIVATION FOOTPRINTS
TECHNOLOGY INCORPORATION
FINISH LINE FESTIVAL
POST-RACE CONCERT
AWARD PRESENTATION
INTEGRATED MARKETING CAMPAIGNS
DATABASE MARKETING
EMAIL NEWSLETTER INCLUSION
SOCIAL MEDIA INTEGRATION
DIGITAL ASSETS AND CUSTOM CONTENT
#ROCKBAYTOBREAKERS
ANCILLARY EVENTS
VOLUNTEER PROGRAM
CENTIPEDE WORLD CHAMPIONSHIPS
KIDS RACE
VIP HOSPITALITY
CORPORATE MIXER
ELITE DINNER
RETAIL PROMOTION
BAY TO
BREAKERS
2015