Spring Wrap Up Report_2024

SPONSORSHIP

WRAP UP REPORT

SPRING 2024

THANK YOU 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

SPONSORSHIP WRAP UP REPORT

SPRING 2024

1

HIGHLIGHTS Two stakes races 30% increase in total purse money led to an increase in horse quality 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 sponsors​ Increased community engagement​

​

RESULT: Welcoming a broader ​ audience to celebrate preservation, ​ steeplechase, and philanthropy ​ SPONSORSHIP WRAP UP REPORT

SPRING 2024

2

ATTENDANCE 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, MARYLAND ASHBURN, VA FAIRFAX, VA MIDLOTIAN, VA LEESBURG, VA VIRGINIA BEACH, VA

SPONSORSHIP WRAP UP REPORT

SPRING 2024

3

ATTENDANCE

SPONSORSHIP WRAP UP REPORT

SPRING 2024

4

MARKETING CAMPAIGN PRINT

Virginia Business Magazine monthly, statewide, ½ page vertical, March issue

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

Virginia Sportsman Magazine quarterly, regional, ½ page vertical, Spring issue​

TOTAL IMPRESSIONS : 66,500

SPONSORSHIP WRAP UP REPORT

SPRING 2024

5

MARKETING CAMPAIGN PRINT

ALBEMARLE MAGAZINE

VIRGINIA BUSINESS

VIRGINIA SPORTSMAN

SPONSORSHIP WRAP UP REPORT

SPRING 2024

6

MARKETING CAMPAIGN RADIO

Orange, Louisa, Madison, Spotsylvania, Greene, Fluvanna, Albemarle and Goochland Counties​

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

RADIO IQ / NPR​ Spots: 30 / $2,850

SAM FM 105.5​ Spots: 125 / $2,500

Culpeper, Orange, Madison, Greene, Rappahannock, Louisa, Fauquier counties and parts of Charlottesville, Fredericksburg, Albemarle and Spotsylvania​

WJMA 103.1​ Lynchburg

Spots: 125 / $2,500

WBRG 105.1FM / 1050AM Spots: 203 / $6,715

TOTAL NUMBER OF COMMERCIALS / PSAs : 483 EST. TOTAL IMPRESSIONS : 205,000

SPONSORSHIP WRAP UP REPORT

SPRING 2024

7

MARKETING CAMPAIGN TELEVISION WCAV-TV, CBS 19, 161 spots​ WVAW-TV, ABC Virginia, 75 spots​ ECAV-TV, FOX Virginia, 101 spots

REACH (A35+): 99.5%​ FREQUENCY: 7.8x ​ IMPRESSIONS: 383,000 NET REACH: ​49,001

Cross Channel IDs and bonus, 77 spots (not factored into overall impressions)

Weather Forecast Sponsor

WVIR-TV, NBC29, 46 spots​

VPM, PBS, ​30 spots

REACH (A35+): 89.0% FREQUENCY: 3.3x ​ IMPRESSIONS: 143,000​ NET REACH: 43,826

TOTAL NUMBER OF SPOTS : 460 TOTAL IMPRESSIONS: 526,000

SPONSORSHIP WRAP UP REPORT

SPRING 2024

8

SPRING 2024 COMMERCIAL

Content available at: youtube.com/@foxfieldracesvirginia

SPONSORSHIP WRAP UP REPORT

SPRING 2024

9

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 IMPRESSIONS : 1,416,270

SPONSORSHIP WRAP UP REPORT

SPRING 2024

10

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 IMPRESSIONS : 1,362,806

SPONSORSHIP WRAP UP REPORT

SPRING 2024

11

MARKETING CAMPAIGN GRASS ROOTS

Northside Cal Ripken Baseball League – team sponsor​ SOCA Soccer League - team sponsor​

SPONSORSHIP WRAP UP REPORT

SPRING 2024

12

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.

APPROXIMATE PUBLICITY VALUE : $984,898 APPROXIMATE AUDIENCE IMPRESSIONS: 2,390,322

SPONSORSHIP WRAP UP REPORT

SPRING 2024

13

SOCIAL MEDIA INSTAGRAM

SPONSORSHIP WRAP UP REPORT

SPRING 2024

14

SOCIAL MEDIA INSTAGRAM

@FoxfieldRacesVirginia ORGANIC​INSTAGRAM Feb 4 - Apr 27, 2024 / Summary of page, post, story and reel impressions​

TOTAL INSTAGRAM IMPRESSIONS : 38,300

SPONSORSHIP WRAP UP REPORT

SPRING 2024

15

SOCIAL MEDIA FACEBOOK

@FoxfieldRacesVirginia ORGANIC​FACEBOOK Feb 4 - Apr 27, 2024 / Summary of page and post impressions​

TOTAL ORGANIC FACEBOOK IMPRESSIONS : 161,500

SPONSORSHIP WRAP UP REPORT

SPRING 2024

16

SOCIAL MEDIA FACEBOOK

@FoxfieldRacesVirginia PAID BOOSTED​FACEBOOK POSTS

TOTAL PAID FACEBOOK IMPRESSIONS : 28,977

SPONSORSHIP WRAP UP REPORT

SPRING 2024

17

WEBSITE foxfieldraces.com

TOTAL IMPRESSIONS : 434,644

SPONSORSHIP WRAP UP REPORT

SPRING 2024

18

WEBSITE

WEBSITE USER INTERESTS

SPONSORSHIP WRAP UP REPORT

SPRING 2024

19

E-NEWSLETTERS

Sent from Feb 1 – May 3, 2024​ Spring Foxfield 500 sponsor logo line included​in all e-newsletters Total Recipients: 17,583​ Average Delivery Rate: 80%​ Average Open Rate Percentage: 30%​ Average Click Rate: 34%​ ​

TOTAL NUMBER OF E-NEWSLETTERS : 10 TOTAL IMPRESSIONS : 165,999

SPONSORSHIP WRAP UP REPORT

SPRING 2024

20

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

SPONSORSHIP WRAP UP REPORT

SPRING 2024

21

PRESS COVERAGE KEY MEDIA COVERAGE LINKS AND LISTINGS ​ Daily Progress

C-Ville Weekly

Augusta Free Press

News Virginia

CBS19

Daily Progress

C-Ville Weekly

Cavalier Daily

105.5 SAM FM​

C-Ville Weekly

Virginia Horse Racing​

CBS19

August Free Press

Daily Progress

29NEWS NBC WVIR

Paulick Report

CBS19​

29NEWS NBC WVIR

WWWV - 3WV​

Vermont’s Own WCAX CBS3​

29NEWS NBC WVIR

Alaska’s News Source

CBS19

The Horse of Delaware Valley

WINA

Delta SkyMiles Experiences

Augusta Free Press

The Scout Guide

​ A complete list of press can be provided upon request​

SPONSORSHIP WRAP UP REPORT

SPRING 2024

22

COLLATERAL MATERIALS RETAIL & ON-AIR PROMOTIONAL GIVEAWAYS

SPONSORSHIP WRAP UP REPORT

SPRING 2024

23

COLLATERAL MATERIALS POSTERS, FLYERS, PROGRAM FLYER FRONT

FLYER BACK

POSTER

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

SPONSORSHIP WRAP UP REPORT

SPRING 2024

24

COLLATERAL MATERIALS TICKETS

SPONSORSHIP WRAP UP REPORT

SPRING 2024

TOTAL IMPRESSIONS FOR ENTIRE CAMPAIGN

6,796,318 +

SPONSORSHIP WRAP UP REPORT

SPRING 2024

RENEWING NOW

KELSEY COX EXECUTIVE DIRECTOR KELSEYCOX@FOXFIELDRACES.COM 434-987-0554

SUSAN KREINER MARKETING AND SALES MANAGER SUSANKREINER@FOXFIELDRACES.COM 434-293-9501