2011 uar season review

New Belgium Urban Assault Ride is a production of Adventure Fit Inc

www.urbanassaultride.com

2011 Season Review: The BIGGEST Celebration of Beer, Bikes, and Big Wheels there is! The New Belgium Brewing Urban Assault Ride hit the streets of 10 cities and close to 14,000 came out for the experience. Setting the standard for fun, sustainable, and unique cycling events, the UAR has defined a whole new type of cycling experience.



BIG Growth in UAR Series Attendance…

2011 Attendance total: 13,992 (participants + after party) Participants in 2011 UAR cities:

Tucson, AZ 788 Madison, WI 648 Chicago, IL 732 Austin,TX 1208 Ft Collins, CO 970 Denver, CO 1500 St Louis, MO 866 Des Moines, IA 1206 Minneapolis, MN 810 Charlotte, NC 600

Average Growth per Market: 63.5%

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Who is the average UAR rider?

Male: 50.9% Female 48.7% Ages <21 1.0% Ages21–29 29% Ages30–39 37% Ages40–49 22% Ages 50+ 10% Under $25k income 8.3% $30k – 50k income 8% $51k – 75k income 19.7% $76k – 100k income 19.3% $100k+ 31.8%

What Does the Urban Assault Ride do? Promotes Life By Bike: We not only aim to create the best possible day on the bike, we also work to promote a sustainable cycling-based lifestyle. We do this in multiple ways: requiring riders to choose their own safe routes through the city, communicating specific and relevant sponsor messages, and demonstrating sustainable action throughout the production. Supports local communities: In each of the Urban Assault Ride markets, we work with multiple non-profits in the cycling-advocacy and sustainability/recycling industry. In 2011, we donated over $45,000 to 15 non-profits across the country!



2011 National Partnerships

2011 Local Partnerships

Tucson Fort Collins Des Moines Risky Business Road 34 Back Country Outfitters Sky Bar Holiday Twin Drive In Smokey Row Coffee Sunflower Market REI Rasmussen Bike Shop Summit Hut Brave New Wheel The Red Monk Menards Market Avos Mullets SCCA Pool El Bait Shop Madison Wiliamson Bicycle Works Denver Minneapolis Barriques Market Stoney's Bar and Grill Nice Ride MN Whole Foods Market The Gin Mill The Cardinal Tavern Movin Shoes Wheat Ridge Cyclery Midwest Mountaineering Fontana Sports The Village at Edgewater Sneaky Pete's The Brass Ring Govnr's Park Peace Coffee North Commons Waterpark / YMCA Chicago St Louis Walker Art Museum Kozy's Bikes Mesa Cycles Whole Foods Bike Works Charlotte

Murphy's Bleachers The Bug Store The Kickstand Café Ventana Brazwell's Premium Pub Austin Pi Common Market Ozone Bikes The Handlebar Smelly Cat Coffee REI Bikesource Rogue Running Company Bicycle Sport Shop Allen Boots Jim Jim's Water Ice Opal Divines



Scenes from the UAR



Sustainability Efforts: • Working with local recycling and composting non-profits for collection and sorting

of our event waste. On average 94% of the UAR’s waste is diverted from landfills

• We work exclusively with companies that promote a sustainable lifestyle and use sustainable business practices

• Instead of plastic bags for our packets, we offer participants reusable drawstring bags.

• No paper coupons are included in our packets • Food and drink containers are all compostable or recyclable.

Advertising Strategy:

The Urban Assault Ride caters to a broad demographic and we advertise unlike any other cycling event. Since our demographic are not normally bike racers, we promote to people interested in music, food, and movies. Of course, we still have strong exposure anywhere a cyclist or runner may look to find events.

• National Print Magazines – Cycling and fitness magazines with national distribution • Entertainment Weekies – Print and online • Active Print publications – Print and online • Daily Newspapers – Print and online • Social Media – monthly online contests, FaceBook.com/urbanassault

Twiter.com/beerandbikes • eNewsletters – Our monthly newsletter hits over 20,000 readers • Groupon/DailyDeals – We offered heavily discounted entries in most markets • Street Team – our ambassadors poster, list the events in local forums, and speak to

groups • Postering – we mail posters to over 100 bike shops, running stores, gyms, and bars in

each market



Media Buy highlights:

National Paid Advertising Reach: Menʼs Fitness Draft Mag Dirt Rag Bicycle Times

23,046,000 714,000 100,000 72,000

Local Paid Advertising Tucson 630,000 Madison 1,100,00 Chicago 2,800,000 Austin 936,000 Fort Collins 195,000 Denver 1,300,000 St Louis 1,800,000 Des Moines 600,000 Minneapolis 1,500,000 Charlotte 938,000 Total Paid Advertising Reach: over 33,600,000 impressions



Editorial Coverage Throughout the country, the UAR had a strong presence in print, broadcast and online media. In addition, UAR grew its social media network. While impossible to monitor and notate all UAR coverage garnered during the 2011, we tracked TV and radio coverage, major print publications, and reputable online sites. Here is a synopsis of our finding and other media milestones.

Tucson

Print Daily Star Tucson Weekly Tailwinds Online Tucson Velo Tucson.com Tucson Move Magazine Sustainable Tucson Tucson Citizen Yelp Epic Rides newsletter MetroMix The New Southwest/Green Times TV/Radio KOLD-TV KGUN-TV KPLX Radio Interview

Madison

Print Isthmus Wisconsin State Journal Readership Online Outdoor Nation Daily page Beginner Triathlete City of Madison Competitor Wisconsin Outdoor Fun TV WMTV WKOW-TV WISC-TV WMSN-TV



Chicago

Print TimeOut Chicago Crescent Post Online Tribune Time Out Chicago Red Eye Chicago Magazine Chicago Reader Chicago Now

Austin

Print Statesman Austin News Washington Post Online Texas Competitor Austin Fit Austin Mag Statesman Real Austin Texas EcoVelo Austin on Two Wheels TV YNN-TV KXAN-TV KEYE-TV KVUE-TV

Fort Collins

Print Coloradoan Reporter Herald Warren Sentinel Online Coloradoan Westword TV NOCO-5



Denver

Print Online Huffington Post Westword This Week in Denver 303 Cycling MetroMix Mountain Flyer TV KTVD-TV Fox-TV

St Louis

Print Post Dispatch RiverFront Times Online St. Louis Biking St. Louis Now Post Dispatch Alton Telegraph Hip Hops STL Hops About.com TV KTVI

Des Moines

Print Des Moines Register Online MetroMix Bike Iowa Des Moines is Not Boring Des Moines City View TV KCCI WHO-TV



Minneapolis

Print Minneapolis Star Tribune CityPages Online Minneapolis Southwest Journal Lakeville patch Minn. Post Tribune Vita.MN MPR News Minneapolis2Night TV KARE-TV WCCO-TV Estimated Views: 283,310

Charlotte

Print Charlotte Observer Charleston City Paper Online Charleston Observer Charleston City Paper Craft Beer Collective Weekly Rides Commute By bike TV WCNC-TV

Press Coverage Highlights: • UAR received TV coverage on the following TV networks:

• UAR was the topic of over 200 articles (print and online) in 2011 • The UAR Crew appeared on TV interviews 24 times in 2011

2011 uar season review

Entertainment & Humor

production of adventure

foods market

new type of cycling

uar cities

grill nice ride mn

uar series attendance

party participants

average uar rider