Internal UCHS Board Report

Event & Digital Services Report

Creative and Technical Support Provided Show Wide Brand Management Content Creation Upperville Live – Coverage of America’s Oldest Horse Show Web Master Upperville.com and related sites Social Media Platforms Event Site Services – Design, Render, Build and Install Sponsor Presentations & Fulfillment Onsite Signage & Sponsor Visibility Technology & Broadband Infrastructure

Trends and Results A three year, multi-phase positioning and modernization effort to enhance the Upperville experience, on site, on line and now on air. Contributions include: Greater Brand Equity — renewed narrative, iconic images, still and video galleries Enhanced sponsorship value and inventory — more and better things to sell Motivated content-marketing partners — Stream Horse / USEF / Horse & Country

Ongoing Projects & Programs

SPONSOR SERVICES

Prospectus, Sales and Post-event Presentations

PRESS FACILITIES

Briefing Space, Digital Assets Webpage

ON-SITE DISPLAY DESIGN AND INSTALL

VIDEO AND PHOTO STILL GALLERIES

JUMBOTRON AND 1853 LOUNGE CCTV

SOCIAL MEDIA CONCEPTS AND CONTENT

Ring Runner, Entry Gate, 1853 Club, High-traffic

All Ads and Sponsor Billboards

Curate and Publish

Posts and Packages

VIDEO VIGNETTES

By Event Segment Feature or Personality: LeadLine, Car Show, Terriers, Breeding, Rider Showcase, Class Highlights

BROADCAST AND WEBCAST Packaging of Featured Classes: Welcome Stakes, Hunter Derby, Grand Prix Weekend

Online Streaming Media Partnerships USEF NETWORK A two-year, non-cash, deal with the equestrian-centric USEF Network that costs UCHS $15,000 in trade value each year added slightly to the show’s overall viewership in both 2017 and 2018. This year, following a trend for content aggregators, USEF raised a paywall on its platform and increased its efforts to recruit paid subscribers and advertisers. It did not however offer to cover any of Upperville’s production or streaming expenses or share advertising, subscription or sponsorship revenue for the use the show’s content.

HORSE & COUNTRY This year Upperville Live producers experimented with the equestrian lifestyle broadcaster Horse & Country TV, providing that platform certain streaming rights and a 1-hour post event highlight show. The broadcast featured some of the culture and history of the show, recent improvements and highlights from both hunter and jumper competitions. That program generated 20,000 TV viewers in European markets — a first for the show.

2017-2018 Live Stream and Social Media Highlights Those who want to view the show’s digital content find it primarily through either Upperville’s Facebook page or directly at Upperville.com — together these two outlets are home to more than 86 percent of the event’s live viewers. Facebook shows steady growth every year — now at 7353 followers with high engagement.

Upperville.com

86%

Facebook

Upperville.com

The 2018 live feed garnered 83,000 views across three platforms as follows: Upperville.com 71,087; USEF Network 8,521 and Horse & Country TV 2,643. Upperville Live also produced a one hour highlight show that reached an additional 20,000 TV viewers in Europe.

86% USEF Network

Horse & Country TV

10%

After three years of tremendous growth Upperville.com’s online streaming audience flattened slightly in 2018 (from 90,000 in 2017 to 83,000) as some viewers migrated to other platforms or consumed show highlights on-demand from the various social media platforms. However, with 20,000 viewers from Horse & Country TV, overall viewership was up.

3%

90K 103K 2017

2018

OTHER SOCIAL MEDIA ACTIVITIES THIS YEAR AS IN THE PAST INCLUDED:

SNAPCHAT FILTERS

Popular in 2017 with 82,000 impressions declined slightly in 2018

INSTAGRAM

An important new focus for the show with 2177 fans and growing.

TWITTER

Primarily used to distribute realtime video highlights to other platforms

The Digital Road Ahead

Tech and Production Goals

Refine overall content marketing strategies to enhance sponsor deliverables Experiment with partner and sponsor-centric monetization models Further improve Facebook, Instagram, Snapchat and Twitter metrics Use social media metrics to better measure the interests of content seekers Improve overall data capture of attendance, exhibitor and competitor participation Convert content distribution partnerships to a pay model Tier digital assets to require direct sponsor contributions Create a digital up-sell package for top sponsors Manage show photographers to offer digital stills with the video shop-site gallery Monetize public wifi access codes Create a broader, longer on-site event experience — pre and post event concerts and/ or special appearances crafted to reach new audiences and sponsors

Creative Coverage of America’s Oldest Horse show groupinc.net/upperville-live