PARTNERSHIP PROPOSAL.

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1 PARTNERSHIP PROPOSAL

2 What is the Vertical Challenge? The Vertical Challenge is a series of free casual ski and snowboard races held at ski resorts throughout the northeast during each winter season. Skiers and snowboarders are divided by gender and age to compete for gold, silver, and bronze medals in each category. In addition to the races, there is a festival element, featuring snowy activities for all ages and prizes given away throughout a fun day at the mountain. The longest-running ski and snowboard promotional tour in North America delivers sponsors an audience composed of closeknit, adventurous families with desirable income demographics. Our friendly crew members form lasting bonds with our customers and serve as standout brand ambassadors for our sponsors. We have executed 468 events over the 26 course of years 5am-7am: Event setup (self-sufficient, no mountain help required) 7am-11am: Racer registration, DJ music, t-shirt give away, product sampling 4pm: Vertical Challenge crew breakdowns down event and leaves the mountain in same or better condition than upon arrival. 11am-2pm: Competitive racing (skiers and snowboarders), prizes given out, DJ music, interactive consumer activities, product sampling 2pm-4pm: Awards ceremony (both medals and trophies), with the gold, silver and bronze competitor categories automatically entered into the Grand Finale held at the end of the season.

3 What is the VC s big picture purpose? "The VC is so much more than just a family day of skiing and snowboarding, my kids have learned important values about winning, and losing graciously. It has also inspired them to give, and just become good people. Your 'crew' model the values that are so important to our family." Sharon H., (participant) The Vertical Challenge looks to make a difference in the lives of families by creating an environment in which they can enjoy fun and fitness while experiencing positive and lasting interactions with sponsors who add value to their experience, a friendly and mentoring staff, and each other.

4 What is the average daily attendance/total attendance for each stop? We expose sponsor brands Approximately 7,000 people are in attendance per tour stop and are exposed to the Vertical Challenge presence Of which actual participants onsite to more than = 200,000 winter sport enthusiasts annually (and thousands more online and in retail locations). What relevant demographic data should I know? Attractive Incomes Families: Many in audience started coming to the VC as kids and now bring their own children. We cater to families. 32% $125, % 124,000 27% $75,000- $35,000-74,000 12% <$35,000 Sponsor-loyal: Our immersive program creates true engagement, with the result being an affinity for our partner brands among our participants.

5 Strengths of Vertical Challenge Relevant to Your Business Our participants are passionate about snow sports and clearly have a need for the products you sell. The VC not only caters to families, we develop a deep level of engagement with them. They will respond to your company s positioning. can direct customers to the online store, both onsite and via our own social channels. We can make any initiatives we create for sponsors a turnkey process, especially helpful for a smaller shop. We operate in the northeastern United States, the heart of your customer base. In addition to driving traffic to retail locations, we

6 What assets are available for sponsors? Public Address Announcements Branded Tents Sponsorships of specific events/prizes Sponsor-specific events/promotions for employees/executives We like to customize programs for sponsors to meet your goals, and we make those programs turnkey for our partners. Some common elements past sponsors have found effective include: Offsite Inclusion in all collateral materials, as available Branding on MDVC event vehicles and trailers Retail promotions B-to-B initiatives Social responsibility opportunities Onsite Big banners/signage Bigger inflatables In-store In-store promotions through Pepsi brands feature the Vertical Challenge

7 What assets are available for sponsors? Incentive Programs The VC has created ski-themed promotions to incentivize individual locations. We have found that employees respond to the chance to have fun skiing or snowboarding with their families, and that would likely apply to your employees more than most. Online Content marketing programs Inclusion in social media posts Inclusion in skivc1991 skivc1991 The Vertical Challenge 4.

8 How and where Is the tour promoted? We promote the Vertical Challenge across a wide distribution of media and geography, including: Earned Media We seek earned media through press releases and outreach in areas the tour visits (example : marketing blasts are regularly sent through VC, SnoCountry, and sponsor channels. In-store In-store promotions through Pepsi brands feature the Vertical Challenge Online We promote online through the tour-owned website and social channels. We recently ramped up our social posting and are expecting an all-time high in impressions this year. SnoCountry promotes the tour on its website as well. Onsite At the events, we promote the day s happenings and also upcoming tour stops through PA announcements, signage, and more. Posters 10,000 are distributed by Pepsi bottlers displayed on vending machines and at Pepsi retail accounts throughout the northeast U.S. 5.

9 How and where Is the tour promoted? Print We buy paid print advertising in ski association magazines, such as Mountain Sports and Living, Ski New Hampshire, and Ski Vermont. Radio SnoCountry s Ski Report is a 60-second radio report that frequently mentions the Vertical Challenge events. It is heard seven days a week on 50+ radio stations in the Northeast region (ME, NH, VT, MA, RI, CT, NY) from November thru March. Sponsors VIP Cards are distributed to our partners for their employee usage. Through Our Venues The mountains we visit promote the tour stops onsite and through their online and social channels. Vehicle Graphics VC-branded Chevrolet vehicles are driven yearround through the northeast U.S. Snow Sports Shows A booth at the annual Boston ski show, promoting to some 30,000 consumers, as well as booths at regional ski association trade shows. Wearables 5,000 t-shirts get distributed at VC events over the course of a season, to get reworn by competitors many times. 6.

10 What Does The VC Look Like Onsite? Show me some photos! And here are a few of our favorites from social media : We have a sizable sampling on our website : / /?type=3&theater / /?type=3&theater 7.

11 LET S DISCUSS NEXT STEPS LOOKING FOR THE SPONSORSHIP PACKAGES? You may have noticed that we haven t included the traditional sponsorship packages. There s nothing traditional about our events and because we re serious about seeking partnerships, it means that we will work together to find the best fit for our partners. Let s see how we can help your brand. KEEP CALM AND SKI ON! HEATHER CLIFFORD Sponsorship Director

12 Thank You HEATHER CLIFFORD Sponsorship Director

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