UCHS 2023 Deck

2023 Overview

• Who We Are

• Event Trends & Results

• Ongoing Projects & Programs

• Media Partnerships & Highlights

• Earned & Social Media Statistics

• Onsite Promotions

• Sponsorship Opportunities

• UCHS Partnerships

This iconic, summertime event is woven into the fabric of American horse sport and is a fixture on the nation’s social and equestrian calendar.

Our historic show grounds, FEI level competition, top prize money, and vibrant community are leveraged by a suite of technology & visibility programs that increase the show’s sponsor value, both on site & online.

Where We Are Is a Big Part of Who We Are

The show is embraced and sustained by a vibrant equestrian-centric community that is engaged both on site and online.

Upperville’s rich history, generous prize money, stiff competition and upgraded show grounds, draws both athletes and spectators from across North America and nine international countries to a rare week long-event event experience.

Competitors also share these onsite experiences via social platforms and later relive their accomplishments by downloading and sharing video of their rides from an extensive easy-to-use online video gallery

About Upperville

Where we are is a big part of who we are as a show

The show is embraced and sustained by a vibrant equestrian-centric community that is engaged both on site and online. The show’s rich history, generous prize money, stiff competition and upgraded show grounds, draws both athletes and spectators from across North America and nine international countries to a this rare event experience.

Competitors also share their onsite experiences online via social platforms re-living their accomplishments by sharing video of their rides from an easy-to-use online video gallery

Here You Make History

A big part of ‘who we are’ as an event is ‘where we are’. At Upperville, riders mount up beneath the shade of century old oak trees and enter storied rings to strive for trophies named for American patriots and trailblazers.

Embraced and Sustained by a vibrant equestrian-centric community t s rich history, generous prize money, sti competition and upgraded showgrounds, draws both athletes and spectators from across North America and nine international countries to a rare week long-event event experience. Here riders don’t simply compete, they make history.

Trends & Results

Upperville continues to enhance its overall event experience, providing exhibitors, attendees and sponsors with a range of valuable benefits & opportunities. It is an event that delivers results on site and online:

❖ Greater Brand Equity — renewed narrative, iconic images, rich photo and video galleries

❖ Enhanced sponsorship visibility, customizable inventory and value

170 YEARS

THE OLDEST HORSE SHOW IN THE COUNTRY

UPPERVILLE FAST FACTS

1803 ENTRIES HORSE AND RIDER PAIRS FROM 40 US STATES AND INTERNATIONALLY

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20,000 FANS NUMBER OF SHOW ATTENDEES OVER THE WHOLE WEEK

1400 HORSES ONSITE. RIDERS, TRAINERS GROOMS BUY SUPPLIES ALL WEEK

60 VENDORS

HIGH-END TACK AND LIFESTYLE DISPLAYS — JEWELRY, CLOTHING, FOOD & BEVERAGE

2900 NIGHTS

8 INNS AND HOTELS IN A MORE THAN A 20 MILE RADIUS SEE STAYS OF 3 OR MORE DAYS

64,000 VIEWS

REAL TIME SOCIAL MEDIA INFLUENCERS HELP PUSH SHOW CONTENT TO TOP SOCIAL MEDIA SITES

$500,000+ PRIZE $ A WEEK OF TOUGH COMPETITION ENDS WITH $226,000 INTERNATIONAL GRAND PRIX

AVERAGE EQUESTRIAN PROFILE

28% HAVE A NET WORTH OVER $2 MILLION

40% OWN A FARM, MOST OVER 10 ACRES

65% TRAVEL FOR MORE THAN 3 WEEKS

58% OWN THREE OR MORE VEHICLES

WEALTHY WITH HIGH HOME VALUE VERY WELL EDUCATED

MANY OWN FOUR OR MORE HORSES

SIGNIFICANT YEARLY SPENDING IN PURSUIT OF THEIR PASSION

*USEF Stats 2022

Dubbed Richest County in America

Virginia’s Loudoun County has the highest median household income in the United States, with several nearby jurisdictions in Virginia and Maryland close behind.

– U.S. Census Bureau Estimate

Loudoun’s Domestic Tourism Worth $1.8 Billion

Our equestrian experiences, craft-beverage and restaurant scene, agriculture and historic attractions and outdoor recreation assets, make us a very attractive destination to leisure and business travelers as well as those coming to Loudoun for sporting events, meetings or weddings.

Ongoing Projects & Programs

SPONSOR SERVICES

Event-wide Marketing, Plans & Execution; Customization and Integration

PRESS FACILITIES

Branding, Press Conference & Hosting Opportunities

ON-SITE DISPLAY DESIGN AND INSTALL

Branding Opportunities on Ring Runner, Entry Gate, 1853 Club, High Traffic

VIDEO AND PHOTO STILL GALLERIES

Curate & Publish for Sponsor Use and Exposure

VIDEO VIGNETTES

Sponsor Logo or Ad by Event Segment Feature or Personality

JUMBOTRON AND 1853 LOUNGE CCTV

All Ads and Sponsor Billboards

WEBCAST & BROADCAST

Packaging of Featured Classes & Highlights for National and International Distribution

SOCIAL MEDIA CONCEPTS AND CONTENT

Post, Packages and Campaigns

Recent Online Streaming Media Partnerships

USEF Network

A multi-year deal with the equestrian-centric USEF continues to add to the show’s overall viewership USEF helps the show recruit paid subscribers and top quality advertisers.

Clip My Horse TV

ClipMyHorse.TV, the world’s largest video platform for equestrian sports and breeding, The platform continues to grow as a premier place for participants to find video content , including live coverage of Upperville and video on demand of individual rides at Upperville

Catie Staszak Media

Upperville Live originally partnered with CSM to enhance its live stream and expand its storytelling abilities across its online social media platforms. Caties editorial perspective and on air talents deepens the show’s appeal to a viewership that continues to grow,year after year.

Horse & Country

In recent years, Upperville has partnered with the equestrian lifestyle broadcaster Horse & Country TV to air post event highlights. The broadcast included highlights from both hunter and jumper competitions and have featured the culture and rich history of the show,.

Live Stream and Broadcast 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. The 2022 live feed garnered 83K views across three platforms.

= VIEWS BY PLATFORM

Earned Media

The show has generated substantial earned-media impressions across Lifestyle, Social, Equestrian, Local, Regional, National and International outlets.

❖ 16 Media releases reaching 33,00 per release — a cumulative distribution of 528,513

❖ Coverage in more than 40 national, international and global equestrian outlets and publications

❖ Expansive coverage in leading equestrian publications – Chronicle of the Horse, Sidelines

❖ Luxury lifestyle magazine coverage in leading private aviation in-flight publications

❖ Heritage Competition Status – gained feature-coverage in USEF and Competitive Equestrian publications, reaching 100,000+ readers

2022 Social Media Statistics

The event’s online following viewership has grown 32 percent over 3 years. Facebook and Instagram are particularly strong platforms for the show with above average engagement

2022 Social Media Statistics

The high demographic value of the onsite audiences is enhanced by its online demographic strong platforms for the show with above average engagement

TOP CITIES

Viewershhip includes wealth equestrian Centric Communities Middleburg and Wellington

Social Media

The star of Upperville’s social media effort remains Facebook, both in terms of viewers and its promotional potential for sponsors. In 2018, UCHS posts show a reach of 295,288 with engagement at 35,910. Snapchat’s growth has been impressive in just two shows now a go-to platform for younger viewers seeking the show’s content on mobile devices — 60 percent of smartphone users between ages 13 and 24 use Snapchat. Additional potential lies in fostering social sharing of a blend of both high quality, show-centric content and user-generated content tied to Upperville’s brand narrative on range of platforms, especially Instagram.

SNAPCHAT FILTERS

The popular platform garnered 140K impressions in just 2 seasons

INSTAGRAM

An important new focus for the show with 2233 fans and growing

TWITTER

Primarily used to distribute realtime video highlights to other platforms

FACEBOOK

Steady growth every year with 7392 followers and high engagement

Social Media

The star of Upperville’s social media effort remains Facebook, both in terms of viewers and its promotional potential for sponsors. In 2018, UCHS posts show a reach of 295,288 with engagement at 35,910. Snapchat’s growth has been impressive in just two shows now a go-to platform for younger viewers seeking the show’s content on mobile devices — 60 percent of smartphone users between ages 13 and 24 use Snapchat. Additional potential lies in fostering social sharing of a blend of both high quality, show-centric content and user-generated content tied to Upperville’s brand narrative on range of platforms, especially Instagram.

SNAPCHAT FILTERS

The popular platform garnered 140K impressions in just 2 seasons

INSTAGRAM

An important new focus for the show with 5841 fans and growing

TWITTER

Primarily used to distribute realtime video highlights to other platforms

FACEBOOK

Steady growth every year with 0K followers and high engagement

Available Onsite Visibility

❖ Experiential lifestyle elements attached to food, wine/spirits, cars, shopping and music are broadening the event’s appeal beyond the equestrian set

❖ Two top-quality jumbotron displays and VIP CCTV feeds will allow for branded real-time engagement with attendees and competitors

❖ Robust Internet hotspots allow real-time interaction with VIP pass-holders

❖ Strategic use of both existing and new ring-side lounges is increasing sponsor touchpoints

❖ Expanded hosting privileges, including premium access to off-site VIP cultural events and meet-and-greets

An Integrated Promotional Platform

The Upperville Experience: An iconic event staged in one of the world’s wealthiest enclaves

Sophisticated event management, professional webcast packaging and a growing set of marketing tools and technologies enables the show to both reach a growing audience and deliver sponsorship value.

CONTENT CREATION

Broadcast caliber

Sponsor specific

EVENT PROMOTION MARKETING

Advertorial partnerships

Influencer campaigns

Brand ambassadors

Customizable

THE EXPERIENCE

Exclusive hosting

Brand visibility

Product Placements

Sampling

DISTRIBUTION

Onsite and digital

E-mail campaigns

Digital publications

SPONSOR FULFILLMENT

Integrated branding

On-site visibility

Online promotions

On-air placement

TECHNOLOGY

Data-driven tools

Targeting platforms

On-site broadband

The Road Ahead

2023 Sponsorship Opportunities

❖ Full suite of digital assets and social media promotions

❖ Placement in the event’s Show Daily, distributed on site and digitally reaching all attendees

❖ New and expanded 1853 features — lifestyle promotional opportunities in new entryway mini-mall

❖ Increased social events and networking — pre and post event receptions

❖ Additional on site sponsor touch-points in VIP venues and in high traffic areas

❖ Top tier roadshow gatherings at signature events including WEF

❖ Sponsor-centric social media photo galleries

❖ Advertising and advertorial campaigns in featured publications

❖ An enhanced Title Sponsorship package