An unparalleled marketing
opportunity with the:
pulling together
forty-Eighth Regatta
October 20-21, 2012
are you ready…?
A world-class event is at your fingertips
The Head Of The Charles® is the world’s
largest regatta
Supported by Governor Patrick, Mayors
Menino and Simmons and other
political leaders
One of New England’s top 3 attended
annual events
300,000 spectators Regatta weekend
9,000 athletes from 20 countries
1,500 volunteers
820,000+ unique web site visitors
Millions of media impressions worldwide
$7+ million advertising equivalency
32% of attendees earn more than $100k
[2006 & 2007 Head Of The Charles Regatta statistics]
Starting in the Basin
forty-eighth Head Of The Charles Regatta
destination Boston
Get hands-on access to bostonians…and the world
Strong local interest
- more than half of HOCR spectators travel
and live within a 5 mile radius of Boston
A destination event
- 87% of competitors travel 100+ miles
to compete in the regatta
Major economic impact
- $47 million per year to local restaurants,
hotels and small businesses
- $4.8 million per year to state and local
governments in taxes and public service
fees
Spectators and athletes flock to The Charles River
forty-eighth Head Of The Charles Regatta
…ready all row!
Connect with a Highly-Esteemed rowing audience
Largest audience of any rowing event in
the world
Ranked the best regatta in the world by a
nation-wide survey of over 1,000 rowers,
400 clubs and 200 coaches
Large contingent of prestigious Olympic
athletes on site and available
Internationals celebrating their victory
forty-eighth Head Of The Charles Regatta
who sponsors reach
very smart people
A captive highly-educated audience
From Ivy League to NCAA
- 70% have an undergraduate degree
- 32% have a post-graduate degree
- 9% have a doctorate degree
Ideal spectrum of ages
- Mean age is 33
- 23% under 21
- 33% between 22–29
- 26% between 30–49
- 18% over 50
85% are more likely to select sponsor
products
79% appreciate sponsors more than
competitors because of their commitment to Regatta
prestigious Alumni revelling in the regatta
forty-eighth Head Of The Charles Regatta
an affluent crowd
An accomplished and Loyal Audience
32% earn more than $100,000 annually
14% earn more than $150,000 annually
51% own retirement or investment accounts
84% of audience attends with a peer group
- Mean group size is over 3 people
- More than half the audience
returns every year
rowing attracts successful achievers
forty-eighth Head Of The Charles Regatta
influential leaders
Targeted Business and Community Leaders
Influential Decision Makers
- 48% have budget authority over
corporate or business expenditures
- 44% hold management positions
- 24% are heads of business
Community Leaders
- 76% volunteer for non-profit organizations
- 37% serve as a volunteer committee chair
or on a Board of Directors
Business leaders mingle At A VIP Tent
forty-eighth Head Of The Charles Regatta
top-tier institutions
600 + Schools and Clubs are represented
North America’s top educational
institutions come to compete:
Brown
Columbia
Cornell
Dartmouth
Duke
Georgetown
Harvard
Johns Hopkins
McGill
MIT
Northwestern
Princeton
RIT
Rutgers
Stanford
Tufts
U.C. Berkeley
University of Michigan
University of Wisconsin
US Maritime Academy
US Naval Academy
Yale
…and many more.
pulling hard along the 3-mile course
forty-eighth Head Of The Charles Regatta
hands-on audience
loyal and receptive spectators
Unparalleled “touchability” factor for
consumers to view and interact with
your product line
Build unique emotional connections
through face-to-face interactions
Blend consumer lifestyle to secure their
brand commitment
72% have a more positive impression of
sponsors and their products
83% believe sponsors make the regatta
better
affluent consumers at your fingertips
forty-eighth Head Of The Charles Regatta
full-power branding
citywide exposure
A Dominant Presence and Reach On and off-site
Outdoor, print and broadcast promotions
integrated with sponsor mentions
Signage, sampling, sales display and
announcements in various high traffic
locations throughout the 3-mile course:
- Rowing and Fitness Expo
- Reunion Village
- Weld Exhibition
- Row-a-Palooza
- VIP Tent
- Finish Line
sponsor’s Identity is integrated with Regatta Promotions
forty-eighth Head Of The Charles Regatta
brand alliance
Right to Use Head of the charles Imagery
Right to use the Head Of The Charles® logo, marks and imagery year-round
- On-site signage & branding
- TV, print & radio promotions
- Sampling, give-a-ways, etc.
- In-store promotions
- Press-releases
brand Alignment at this prestigious event
forty-eighth Head Of The Charles Regatta
media coverage
Credit in Guaranteed Media from our Partners
Media coverage includes all types of
regional and national outlets:
- Comcast SportsNet
- Sports Illustrated
- The Boston Globe
- Boston.com
- CBS Radio
- Rowing News
- Phoenix Media & Communications Group
- Row2k.com
Guaranteed Media visibility for HOCR sponsors
forty-eighth Head Of The Charles Regatta
all year presence
Year-Round online exposure at hocr.org & row2k.com
1 million+ unique visitors per year to
www.hocr.org
2.5 million ad impressions on
www.row2k.com/hocr
Your brand gets year-round exposure to
competitors, media and spectators
Our website is your portal into the
Boston market
overa million visitors view HOCR’s website every year
forty-eighth Head Of The Charles Regatta
extraordinary days
Olympic-Style Entertainment and exclusive amenities
Private hospitality tents to entertain
clients, colleagues and guests
First class catering, hardwood flooring
with superb riverfront views
Access to prestigious Director’s Tent
USRowing Olympic Team meet & greets
with media availability
Private electric launch rides
Unique boathouse tours for small private
groups
Denise Seegal, FORMER CEO of NAUTICA, enjoys a spectacular day
forty-eighth Head Of The Charles Regatta
3-miles of venues
Weld Exhibition
High-traffic sampling venues
60,000+ visitors daily
Unlimited hands-on branding
opportunities
Excellent destination for sampling
Conveniently near Harvard Square and
public transportation
Highest-traffic location along the river
sampling opportunities entice thousands
forty-eighth Head Of The Charles Regatta
Mobile Marketing
Beyond the booth
A must-stop fourth-quarter highlight on
any national mobile marketing tour
Ample room for large-scale, interactive
exhibits (including tractor trailers)
100,000 visitors over two days
Consumers will hold, touch, feel, taste and
experience your products firsthand
Located near the Weeks Footbridge
on Memorial Drive in Cambridge
(between Weld Exhibition and the Weeks
Footbridge)
large interactive displays entice thousands
forty-eighth Head Of The Charles Regatta
Rowing & Fitness Expo
The Place to buy gear
Connect and engage your target
audience
30,000 visitors daily
50 vendors regularly sell over $900
thousand in merchandise
Official awards ceremonies
Reach over 10,000 competitors, athletes
and coaches
keeping active at The Expo
forty-eighth Head Of The Charles Regatta
Reunion Village
A central gathering place
Access to 7,000+ young working
professionals, alumni and parents
Naming rights to Reunion Village; a
gated village with VIP parking, WiFi
internet access and color commentary in
front of Harvard Business School
Enjoy catered lunches and spirits
while reconnecting with friends and
colleagues
affluent alumni flock to Reunion Village
forty-eighth Head Of The Charles Regatta
Row-a-Palooza
premiere Autumn Music festival in BOston/Cambridge
Row-a-Palooza Presenting Sponsorship
available for 2011
60,000 on-site spectators over two days
Two headliners selected by Official Radio
Partner & Title Sponsor
Music stage showcasing 8 talented local
bands to college crowd and Reunion
Village
Located at Weeks Footbridge on Memorial
Drive in Cambridge; halfway point of the
racecourse
Past Headliners include:
- Toots & The Maytals and Tim Reynolds
- Nada Surf and Arrested Development
rock the regatta
forty-eighth Head Of The Charles Regatta
own a proprietary event
Spectators and the media appreciate original ideas
Virgin Atlantic’s laser show and
international sprint race
Nautica’s Row-a-Palooza music festival
Reunion Village naming rights, included
Charles Schwab Sprint Race, including
prize money for the winners
Virgin Atlantic created an exclusive spectacular event
forty-eighth Head Of The Charles Regatta
benefits recap
let’s pull together
Benefits overview
Sponsoring the Head Of The Charles Regatta gives:
- Exposure and access to the third largest event in Greater Boston
- 300,000+ captive, affluent, smart people
- On and off-site brand presence and engagement
Audience reach:
– Unparalleled “touchability” factor for products & services
- Ideal combination of local, national and international attendees
- Mean age of 33 years, well-educated, 32% with $100k+ earnings
- Thousands of influential business & community leaders
- Hundreds of top-tier US educational institutions represented
Brand exposure:
- Citywide brand exposure via outdoor, print & broadcast
- Guaranteed media coverage including The Boston Globe
- Millions of media impressions worldwide with $7-million ad equivalency
- Year-round online exposure with 2.4+ million ad impressions
- Head Of The Charles brand alliance & imagery
forty-eighth Head Of The Charles Regatta
For more information
please contact:
Frederick V. Schoch
Executive Director
[email protected]
(617) 868 5048
Head Of The Charles Regatta
October 20-21, 2012
Event Slideshow:
http://tiny.cc/HOCRSlides
Brief Promotional Video:
http://tiny.cc/HOCRmktg
sponsor prestige