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2017 WGI 101

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Page 1: 2017 WGI 101
Page 2: 2017 WGI 101

One of the most historic and fastest road courses in North America, The Glen is

now New York’s home to the NASCAR Sprint Cup and Xfinity Series, IMSA's

WeatherTech SportsCar Championship, and Continental Tire SportsCar

Challenge, Verizon INDYCAR Series as well as the Sports Car Club of America

and SportsCar Vintage Racing Association. In 2016, Watkins Glen International

debuted a new track surface which resulted in record speeds in front of packed

grandstands and campgrounds. Since 1948, The Glen is the birth place of road

racing in the Untitled States and attracts every major North American series and

talented drivers from around the world.

Page 3: 2017 WGI 101

Watkins Glen International is located amidst the rolling hills of the beautiful Finger Lakes Region

of Upstate New York, providing a unique contrast between the sights and sounds of racing and

pure, scenic beauty. The track is strategically located to allow access to several local markets,

including Albany, Binghamton, Buffalo, Rochester, Syracuse, Toronto, Wilkes-Barre and

Williamsport.

Watkins Glen International, located in Watkins Glen, NY, is a 3.5-mile road course with eleven

turns that includes a variety of banking ranging from 6 to 10 degrees. It has become a racing

institution, the premier road racing facility in the United States. The Glen is one of only two road

courses on the NASCAR Sprint Cup Series schedule.

Watkins Glen International can help put your organization in front of the most brand-loyal fans in

professional sports, and drive your message into victory lane.

Page 4: 2017 WGI 101

Take to the twists and turns of Watkins Glen

International for a good cause. Enjoy three paced laps

behind an official WGI vehicle with proceeds going to

the R.A.C.E. Foundation, a WGI charity that supports

local education. Guests will also be able to take their

own event photos in Gatorade Victory Lane where the

drivers of The Glen celebrate.

APRIL 8-9, 2017

Page 5: 2017 WGI 101

The 36th running of Sahlen’s Six Hours of The Glen

opens the racing season at Watkins Glen International,

July 2017. The Continental Tire Sports Car Challenge

returns to get the weekend rolling with the Continental

Tire 120 at The Glen.

June 29 - July 2, 2017

Page 6: 2017 WGI 101

The Finger Lakes Wine Festival welcomes wineries,

musicians, regional chefs, as well as food and craft vendors.

Designated as one of the American Bus Association Top 100

Perennial Favorite Events in North America for 2016, and

voted the number 1 Wine Festival in a USA Today Poll, the

Finger Lakes Wine Festival offers excellent entertainment

value to both tour groups and individual travelers from around

the world.

JULY 14-16, 2017

Page 7: 2017 WGI 101

The NASCAR Sprint Cup Series at The Glen weekend returns August 3-6, 2017. The Glen hosts one of

the pinnacle races of the NASCAR Sprint Cup Series schedule leading into the Chase for the NASCAR

Sprint Cup. The weekend also features the NASCAR XFINITY Series Zippo 200 at The Glen, and the

NASCAR K&N Pro Series Bully Hill Vineyards 100 at The Glen.

AUGUST 3-6, 2017

Page 8: 2017 WGI 101

The INDYCAR Series returns to The Glen for the

second to last race for the INDYCAR series. Come see

the international stars of INDYCAR as they fight for the

championship. The INDY Lights, Pro Mazda, and

USF2000 will round out the event weekend.

September 1-3, 2017

Page 9: 2017 WGI 101

Always among the largest vintage racing events in the country, the U.S.

Vintage Grand Prix typically marks the conclusion of the racing season at

Watkins Glen International. The U.S. Vintage Grand Prix is an event for all

ages and in 2017 will feature cars from the Trans-Am and Can-Am Series

and celebrate the history of Corvette in racing throughout the years. Over

475 participants will compete throughout the weekend including 25+ hours

of on track action, parade laps for participating sponsors, a fantastic auto

show, displays and more.

SEPTEMBER 8-10, 2017

Page 10: 2017 WGI 101
Page 11: 2017 WGI 101

Nearly 50% of avid NASCAR Fans always

buy products or services from

NASCAR Sponsors.

9 out of 10 Avid NASCAR Fans indicate they

appreciate what a sponsor provides to the

NASCAR experience.

Loyalty to sponsors and fans’ propensity to

switch to brands that invest in motorsports is

3X greater than non-fans.

Fans that attend races are 2X as loyal to existing

sponsors and 2X as likely to try or switch to

sponsor brands than the average NASCAR Fan.

NASCAR ranks #1 among major U.S. sports

when it comes to loyalty to sponsors.

Avid NASCAR Fans are more than twice as

likely to recall sponsor brands

(more than any other sport).

Source: SportsBusiness Journal – Turnkey Sports//Toluna NASCAR Fan Engagement Tracker

Page 12: 2017 WGI 101

Source: 2014 WGI Attendee Report by Sponsorship Research International

84% of WGI Attendees view the race as a full

entertainment experience walking the grounds

75% of WGI Attendees agree that attending a

race is one of the highlights of their year

66% of WGI Attendees like to interact with

and various sponsor areas while at the race

Page 13: 2017 WGI 101

Source: The Nielsen Company All data through end-of-year 2015 - *Data as of 11/18/14 (Ranked based on overall viewers tuned in per event among major sports)

In 2015, more than 87.7 million unique viewers

tuned into the NASCAR races on TV

An average of 5.1 million viewers tuned in to each

NASCAR Sprint Cup Series event in 2015

Among major sports on TV, the NASCAR Sprint Cup

Series is ranked No. 2 and the NASCAR XFINITY

Series is ranked No. 4 in average viewership per

event*

Page 14: 2017 WGI 101

Source: 2015 Year-End Consumption Insights Report

Page 15: 2017 WGI 101
Page 16: 2017 WGI 101
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Source: Scarborough, Multi-Market, 2016 & 2014 Release 1 Total (February 2014 - April 2016)NASCAR Fans: Have watched, attended, or listened to a NASCAR event in the past 12 monthsLocal Markets: Buffalo, Rochester, NY (with Genessee), & Syracuse

38%

44%

25%

32%

35%

52%

30%

22%

24%

18 - 34 Years 35 - 54 Years 55 + Years

< $50,000 39% 48% 49%

$50,000 - $74,999 26% 19% 19%

$75,000 - $99,999 22% 17% 14%

$100,000 - $149,999 13% 11% 12%

$150,000 + 10% 5% 6%

42%of WGI Attendees

have children (<17

years) living in their

household.

35%of WGI Attendees are

blue collar workers.

1. Rochester, NY 6. Wilkes Barre-Scranton

2. Elmira (Corning) 7. Philadelphia

3. Syracuse 8. Binghamton

4. Buffalo 9. Albany-Schenectady-Troy

5. New York 10. Harrisburg-Lncstr-Leb-York

¾ of WGI Attendees own their homes.

62%

38%

59%

41%48%52%

Page 18: 2017 WGI 101

Source: 2016 WGI Ticket Holder Database; 2015 WGI Post-Event Survey*2014 WGI Post-Event Survey

1 - 2 People 38%

3 - 4 People 29%

5 + People 33%

< 1 Hour 3%

1 - 2 Hours 13%

3 - 4 Hours 25%

5 + Hours 58%

How many people were in your

group?

How many hours before the event

start did you arrive?*

< 1 Hour 27%

1 - 2 Hours 48%

3 + Hours 17%

How many hours did you spend in

the vendor/display area?*

First Year 16%

2 - 5 Years 22%

6 - 9 Years 15%

10 + Years 47%

How many years have you been

attending events at WGI?

25%

53%

23%

1 - 2 Nights 3 - 4 Nights 5+ Nights

24% 4% 37% 11% 20%Drove from Home Stayed With Friends

or FamilyCamped

On-PropertyCamped

Off-PropertyStayed in a Hotel or

Motel

31% 28% 27% 8% 1% 1% 4%

Page 19: 2017 WGI 101

Source: ESRI Business Analyst

2013(E) % 2018(P) %

Primary Market

0-10 Minutes 4,927 0% 4,996 0%

10-20 Minutes 13,718 0% 13,775 0%

20-30 Minutes 68,710 2% 69,215 2%

30-60 Minutes 345,444 11% 347,473 11%

Secondary Market

60-90 Minutes 742,535 23% 741,892 23%

90-120 Minutes 2,107,395 64% 2,116,115 64%

Total 3,282,729 3,293,466

Median Household

Income

Median

Age

0-10 Minutes $ 39,015 45.5

0-20 Minutes $ 44,354 45.7

0-30 Minutes $ 43,728 43.6

0-60 Minutes $ 44,120 39.2

0-90 Minutes $ 47,372 40.7

0-120 Minutes $ 48,195 40.3

Page 20: 2017 WGI 101
Page 21: 2017 WGI 101

Event Entitlements have proven to be the most cost-effective

approach to deliver brand impressions while also delivering a

tangible high return on investment. All eyes at the track and at home

via national television, radio and internet are focused on the racing

action and as the title sponsor your brand will be front and center.

The Glen is able to offer a comprehensive program based on your

objectives that can tie-in benefits such as suites, hospitality, tickets,

premier track signage locations, displays, promotional rights and

beyond.

EVENT COLLATERAL

Advertising space to promote your brand is available in each event

weekend program. Additional collateral incorporation may include

printed event schedules and brochures, track guest guides as well as

tickets and credentials for Entitlement Partners.

PRE-RACE BRAND INTEGRATION

Entitlement Partners will have the opportunity to introduce VIP

Guests on the Pre-Race Stage, ride along in the Official Pace Car,

wave the green flag and obtain prominent stage branding

opportunities.

CELEBRATE WITH #1

Special guests at each race event, such as sweepstakes winners and

VIP guests, would have the opportunity to take part in the Gatorade

Victory Lane celebration and have their photo taken with the race

winner.

Page 22: 2017 WGI 101

OFFICIAL STATUS

Receive exclusive promotional rights within a

mutually defined product category with the right to

use speedway marks for on-site and in-market

promotions, themed advertising campaigns, point-of-

sale materials and product packaging. As an Official

Partner, you’ll be included in all marketing collateral

referencing marketing partners of the specific venue

as well as have the option to participate in

consumer/employee promotions that include event

tickets in prize packaging.

Page 23: 2017 WGI 101

BRINGING BRANDS TOGETHER

Develop a unique promotion

featuring both your brand and one of

the most recognizable names in

motorsports. Receive non-exclusive

promotional rights with the right to

use WGI marks for activation

opportunities such as on-site and in-

market promotions, retail pass-

through opportunities, trade

promotion, consumer or employee

promotions, themed advertising

campaigns, point-of-sale materials,

and product packaging. Trackside

benefits include on-site signage, on-

site display & sampling options as

well as ticket & hospitality packages.

Page 24: 2017 WGI 101

BRAND EXPOSURE

Watkins Glen International offers some of the most

extensive, unique signage opportunities in all of

racing. Our scenic road course features drastic

elevation changes and eleven turns in which to

prominently display your company’s brand. Watkins

Glen International can offer you significant visibility to

the over 750,000 racing enthusiasts who visit our

facility on an annual basis.

TRACKSIDE BILLBOARDS

These on-track billboards stretch around the entire

course and can be viewed by all of the fans at the

track as well as the national television audience at

home.

GRANDSTAND BILLBOARDS

Adorning the front, back and sides of our many

grandstands are signs that are highly visible to all

visitors to the track throughout the racing season.

PIT WALL SIGNAGE

Situated along Pit Road and between three major

grandstands, logos on pit wall will be seen by those

at home and seated along the frontstretch.

TEMPORARY SIGNAGE

Banners are strategically placed throughout the

infield and trackside to reach both our guests on-site

and the national television audience.

Page 25: 2017 WGI 101
Page 26: 2017 WGI 101

CONSUMER ENGAGEMENT

The Watkins Glen International Midway offers

companies the opportunity to showcase products

face-to-face to tens of thousands of customers. It’s

a chance for the customer to meet your

representatives and see, touch, or sample your

product in person. Motorsport fans have a high level

of brand consciousness for those products and

companies associated with the sport and they prove

it with their high level of brand loyalty.

With several different events to choose from and

sizes ranging from 10’ x 10’ to greater than 100’ x

100’, Watkins Glen International has a display area

for every client’s needs. Whether you are looking for

account activation, coupon distribution, sampling

within your display, gathering customer data or exit

sampling, a Watkins Glen International Corporate

Sales Representative can design a package to

meet your marketing objectives.

Page 27: 2017 WGI 101

REACH THOUSANDS

Take your brand straight to the consumer in our on-

property campgrounds. With this exclusive access,

distribute samples of your product and/or coupons

for guests to use during their stay or following the

event weekend.

Page 28: 2017 WGI 101

GENERATE ON-SITE PRODUCT SALES

In partnership with track caterer Americrown, bring

a fan’s favorite food brand on-site to enjoy while

also generating product sales.

Page 29: 2017 WGI 101
Page 30: 2017 WGI 101

Situated trackside atop the famed Esses, The Glen

Club is a turn key hospitality option providing the

most exclusive VIP experience The Glen has to

offer.

AMENITIES

Weekend General Admission

Gourmet Buffet & Dining

Complimentary Cocktails & Refreshments

Indoor & Outdoor Veranda Seating

Climate-Controlled Atmosphere

VIP Parking

Exclusive Club-Like Setting

Event Program

Motorsports Personality Q&A Session

Complimentary Fan Walk Sunday Morning

Page 31: 2017 WGI 101

Situated outside Turn 11 trackside, The Sahlen’s Pit Inn is a turn

key hospitality option providing an exclusive VIP experience.

Guests will have a terrific view of Turn 11 as well as easy access

to the midway.

AMENITIES

Weekend General Admission

Hospitality Access for Saturday & Sunday

Gourmet Buffet & Dining

Complimentary Alcohol Beverages & Refreshments

Climate-Controlled Atmosphere

Preferred Parking – Lot 5

Exclusive Club-Like Setting

Event Program

Motorsports Personality Q&A Session

Fan Walk Sunday Morning

Page 32: 2017 WGI 101

Overlooking the historic Esses, private trackside

entertainment has never been more exciting.

Choose from one of four comfortable Tower Suites

for your exclusive race weekend experience.

AMENITIES

Weekend General Admission

Individually Sold / Limited Availability

Private Suite / Trackside Viewing

Rooftop Viewing

Climate-Controlled Atmosphere

VIP Parking

Complimentary Fan Walk Sunday Morning

Page 33: 2017 WGI 101

Enjoy the speed and excitement with your corporate

group in one of our portable Trackside Mobile

Suites where your guests have never been closer to

the racing action.

AMENITIES

Weekend General Admission

Private Suite for up to Fifty (50) Guests

Rooftop Observation Deck

Trackside Chalet Dining

Closed Circuit Television

Private Restrooms

Preferred Parking

Complimentary Fan Walk Sunday Morning

Page 34: 2017 WGI 101

Enjoy this exclusive hospitality opportunity at WGI

for you and your select group of customers. Enjoy

watching the action high atop the historic Starter’s

Stand located between Turns 1 and 2.

AMENITIES

Access for Twenty (20) Guests

Four (4) Turn 2 Parking Passes

Exclusive Access to Tower during the Event

Weekend

Corporate Branding on the Tower through the

duration of the Event Weekend

Indoor Hospitality Area with Television Viewing

and Private Seating

*Please note viewing platform will not hang over the track.

Page 35: 2017 WGI 101

The newest hospitality option at The Glen is the

Turn 10 Hospitality Suite. The Turn 10 Hospitality

Suite is located in the heart of the infield. The Turn

10 Hospitality Suite offers a private deck that offers

great views of the track.

AMENITIES

Access for Fifty (50) Guests

Climate Controlled Suite

Exclusive Access to viewing deck during the

event weekend.

Indoor Hospitality Area with Television Viewing

and Private Seating

Page 36: 2017 WGI 101

Watkins Glen International offers a unique and

scenic corporate hospitality experience that caters

to your race day appetite. For larger groups, our

private pre-race chalet experience provides the best

option for entertaining, networking and socializing.

AMENITIES

Group Ticket Pricing on Admissions

Private Chalet for 50 to 300+ Guests

Corporate Identification at Courtyard Entrance

Customized Catering Menu

Closed Circuit TV

Private Restrooms

Complimentary Fan Walk Sunday Morning

Page 37: 2017 WGI 101

The best in fan hospitality, The Bog presented by

Red Cat, is the perfect addition to any individual or

group ticket package. Located trackside in Turn 11,

The Bog is the closest anyone can get to the race

action!

AMENITIES

Exclusive Trackside Views

Motorsports Personality Q&A Session

Unlimited Coca-Cola Products

Drink Chips Provided for Anheuser-Busch &

Hazlitt Products

Preferred Parking

Complimentary Fan Walk Sunday Morning

Complimentary Gift

*Does Not Include Admission to Major Events

Page 38: 2017 WGI 101

The Budweiser Turn One Tavern sits trackside

between the Seneca and Argetsinger grandstands

at the exit of Turn One. This tailgate-style area

welcomes all fans who would like to heighten their

race day experience.

AMENITIES

Accommodates a Variety of Guests

Trackside Viewing

Limited Availability

Discounted Beverages

Assortment of Classic Tailgate Food Specialties

Private Festival Tent

Convenient Access to Grandstands

*Does Not Include Admission to Major Events

Page 39: 2017 WGI 101
Page 40: 2017 WGI 101

INTEGRATED MESSAGING

Put your message in front of millions of the most

brand loyal fans with at-track broadcasts during

NASCAR event weekends. Sprint Vision screens

are set up at multiple locations inside the track and

provide fans with entertainment and critical

information.

Your brand can be integrated into Sprint Vision

through commercials, logo placement, live and live-

to-tape content, and sponsorable in-race features

including lap leaders, replay, trivia, and more.

Page 41: 2017 WGI 101

ON-AIR

With over 5.3 Million listeners for every race

broadcast, integrating your brand on MRN radio will

generate millions of impressions. MRN offers

several advertising opportunities during race

broadcasts, MRN ancillary programming as well as

on MotorRacingNetwork.com.

UNIQUE OPPORTUNITIES

Presenting Sponsor of Broadcast

Presenting Sponsorship of Pre and Post Race

Coverage

In-Broadcast Feature Sponsor of Live Read

Elements such as Cautions, Full Field Run-

Downs, the “Top 5,” Race Command, Mid-Race

Update and the Starting Lineup.

More than 600 affiliate radio stations

nationwide plus SIRIUS XM and online

audio streaming on NASCAR.com

Motor Racing Network touches over

90 Million listeners over 52 weeks with

an average listenership of 5.3 Million

each NASCAR Sprint Cup Series

Broadcast

Page 42: 2017 WGI 101
Page 43: 2017 WGI 101

In addition to our consumer events, Watkins Glen

International hosts 150 track rental days annually.

The average car club rental day brings over 120

cars to the track. The average track rental

agreement is 2-3 days per organization.

Organizations that participate in track rental days at

The Glen include Porsche Club of America, BMW

CCA Club Racing, Ferrari Club of America and the

Audi Car Club.

Page 44: 2017 WGI 101

Ten (10) different Porsche Clubs of America (PCA) call

Watkins Glen International their home track with 35

track rental days in 2016.

Four (4) different BMW CCA’s call Watkins Glen

International their home track with 14 track rental days

in 2016.

Two (2) different Ferrari Car Clubs of America call

Watkins Glen International their home track with 8

track rental days in 2016.

One (1) Audi Car Club calls Watkins Glen International

its home track with 7 track rental days in 2016.

Page 45: 2017 WGI 101

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