Foxfield Impact Report SPRING 2024

THANKYOU THANKYOU

Dear Supporters,

Foxfield has made great strides since 2020. We have successfully run seven races and have invested in the property to enhance safety and the race day experience for both horses and guests. Our engagement with the community and our charitable partners is strong and growing.

Over the last three years, investments have included extensive track improvements designed to enhance horse safety and attract top owners and trainers. Highlights include a post-race horse cooling system and the installation of a track irrigation system that uses the Foxfield pond. We have also invested in systems designed to upgrade our race day guest experience, including a new sound system, better signage, and improved security and safety procedures.

None of this would have been possible without your support. Looking to the future, we have developed a strategic plan identifying areas for future investment to further elevate the race day experience, engage more deeply with the community, and preserve our precious open space.

The board and I extend our deepest gratitude to our dedicated supporters, passionate volunteers, and the entire community for joining us in our mission. Your unwavering commitment and generosity have been the driving force behind Foxfield’s achievements since 2020. Together, we are making a difference and Racing with a Purpose.

Thank you for your invaluable support.

Kelsey Cox Executive Director

HIGHLIGHTS

30% increase in total purse money led to an increase in horse quality

Two stakes races

Three jumbotrons for increased race visibility and sponsors’ brand awareness

Improvement to race course due to irrigation system and extensive track maintenance

Improvement in safety for patrons and riders

Continuation of increased statewide marketing campaign

Increased public relations

Increased sponsors

Increased community engagement

RESULT: Welcoming a broader RESULT: Welcoming a broader audience to celebrate preservation, audience to celebrate preservation, steeplechase, and philanthropy steeplechase, and philanthropy

12,406

TOP

PURCHASERS BY CITY:

CHARLOTTESVILLE, VA

ARLINGTON, VA

WASHINGTON, DC

MIAMI, FL

CROZET, VA

WILLIAMSBURG, VA

EARLYSVILLE, VA

RICHMOND, VA

GLEN ALLEN, VA

HENRICO, VA

ALEXANDRIA, VA

FREE UNION, VA

CLIFTON, VA

TAMPA, FL

FOREST HILL, MD

ASHBURN, VA

FAIRFAX, VA

MIDLOTIAN, VA

LEESBURG, VA

VIRGINIA BEACH, VA

DEMOGRAPHICS GEOFENCING

MARKETING CAMPAIGN

PRINT

Virginia Business Magazine

monthly, statewide, ½ page vertical, March issue

bi-monthly, statewide, full page, Feb/Mar and Apr/May issues

Magazine

quarterly, regional, ½ page vertical, Spring issue TOTAL IMPRESSIONS : 66,500

IMPRESSIONS : 66,500

Albemarle Magazine

Virginia Sportsman

MARKETING CAMPAIGN

PRINT

ALBEMARLE MAGAZINE

VIRGINIA BUSINESS

VIRGINIA SPORTSMAN

MARKETING CAMPAIGN

RADIO

Orange,Louisa, Madison, Spotsylvania, Greene, Fluvanna, Albemarleand Goochland Counties

SAM FM 105.5

Spots: 125 / $2,500

Charlottesville, Ferrum, Lexington, Marion, Richmond, Roanoke, Spotsylvania and Wise

RADIO IQ / NPR

Spots: 30 / $2,850 Lynchburg

WBRG

105.1FM/1050AM

Spots:203/$6,715

Culpeper,Orange, Madison,Greene, Rappahannock,Louisa, Fauquiercountiesand partsofCharlottesville, Fredericksburg, Albemarleand Spotsylvania

WJMA 103.1

Spots: 125 / $2,500

TOTAL NUMBER OF COMMERCIALS / PSAs : TOTAL NUMBER OF COMMERCIALS / PSAs : 483 483

EST. TOTAL IMPRESSIONS : 205,000 EST. TOTAL IMPRESSIONS : 205,000

MARKETING CAMPAIGN

TELEVISION

WCAV-TV,CBS19,161spots

WVAW-TV,ABCVirginia,75spots

ECAV-TV,FOXVirginia,101spots

CrossChannelIDsandbonus,77spots (notfactoredintooverallimpressions)

WeatherForecastSponsor

WVIR-TV, NBC29, 46 spots

REACH (A35+): 89.0%

FREQUENCY: 3.3x IMPRESSIONS: 143,000

REACH: 43,826

VPM, PBS, 30 spots IMPRESSIONS (A35+): 123,534

TOTAL NUMBER OF SPOTS : 490 TOTAL NUMBER OF SPOTS : 490 TOTAL IMPRESSIONS: 649,534 TOTAL IMPRESSIONS: 649,534

Content available at: youtube.com/@foxfieldracesvirginia

MARKETING CAMPAIGN

DIGITAL

DIGITAL PLATFORMS: OTT (streaming networks), Facebook, Instagram, geo-targeting & site retargeting

TARGET MARKETS: Charlottesville, Richmond, Georgetown, DC, Warrenton, NOVA, Shenandoah Valley and Charlotte, NC

TOTAL NUMBER OF CLICKS : 9,279

TOTAL NUMBER OF CLICKS : 9,279

TOTAL IMPRESSIONS : 1,416,270 TOTAL IMPRESSIONS : 1,416,270

MARKETING CAMPAIGN BILLBOARDS

Market: Richmond, VA

Flight Dates: 3/25 - 4/21/2024

Locations: N/S I-64 .1 MI E/O STAPLES MILL RD EXT & S/S HULL ST ROAD W/O GENITO RD, F/E

TOTAL NUMBER OF PLAYS : 40,828

TOTAL NUMBER OF PLAYS : 40,828

TOTAL IMPRESSIONS : 1,362,806 TOTAL IMPRESSIONS : 1,362,806

MARKETING CAMPAIGN

GRASS ROOTS

Northside Cal Ripken Baseball League – team sponsor

SOCA Soccer League - team sponsor

MARKETING CAMPAIGN PUBLICITY CAMPAIGN

Press release / reminder alerts are distributed via our PR agency’s internal media database to key media contacts locally, statewide and regionally within a 50-75mi radius with a focus on local news, regional news, events and entertainment, sports, equine industry / horse racing, family events, features, etc.

SOCIAL MEDIA

SOCIAL MEDIA

WEBSITE USER INTERESTS

PARTNERSHIPS

Virginia Tourism, Charlottesville Albemarle Regional Airport, Hyatt Place Charlottesville, Bold Rock Cidery, vineyard vines, GRIT Coffee, Snowing in Space , Ragged Branch Distillery, Darling x Dashing Boutique and The Markets at Tiger Fuel

PRESS COVERAGE

KEY MEDIA COVERAGE LINKS AND LISTINGS

Daily Progress

Augusta Free Press

CBS19

C-Ville Weekly

105.5 SAM FM

Virginia Horse Racing

August Free Press

29NEWS NBC WVIR

CBS19

WWWV - 3WV

29NEWS NBC WVIR

CBS19

WINA

Augusta Free Press

C-Ville Weekly

News Virginia

Daily Progress

Cavalier Daily

C-Ville Weekly

CBS19

Daily Progress

Paulick Report

29NEWS NBC WVIR

Vermont’s Own WCAX CBS3

Alaska’s News Source

The Horse of Delaware Valley

Delta SkyMiles Experiences

The Scout Guide

COLLATERAL MATERIALS

PRESS RELEASES

COLLATERAL MATERIALS

RETAIL & ON-AIR PROMOTIONAL GIVEAWAYS

COLLATERAL MATERIALS

POSTERS, FLYERS, PROGRAM

FLYER FRONT FLYER BACK

POSTER

RACE PROGRAM

Posters and flyers were distributed to various locations including, but not limited to: The Markets by Tiger Fuel, Virginia National Bank, CharlottesvilleAlbemarle CVB, Oliva, Audi, Schwarzschild Keller & George, Hyatt Place and many, many more

COLLATERAL MATERIALS

TICKETS

TOTAL IMPRESSIONS FOR ENTIRE CAMPAIGN

6,919,852 + 6,919,852 +