_2018 Sponsor Report

2018 Sponsor Report FEI level competition, top prize money & a vibrant VIP club are leveraged by a suite of technology & visibility programs that increase the show’s sponsor value, both on site & online

Trends and Results Thanks to ongoing sponsorship, Upperville is building on its multi-phase positioning and modernization effort to enhance the overall event experience, on site, on line and on air, providing sponsors with increasingly valuable benefits & opportunities across a range of platforms. Accomplishments include: Greater Brand Equity — renewed narrative, iconic images, still and video galleries Enhanced sponsorship visibility, inventory and value Motivated content-marketing partners — Stream Horse / USEF / Horse & Country Competitor and vendor spaces, as well as VIP venues sell out every year

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

VIDEO AND PHOTO STILL GALLERIES

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

Curate & Publish for Sponsor Use and Exposure

JUMBOTRON AND 1853 LOUNGE CCTV

SOCIAL MEDIA CONCEPTS AND CONTENT

All Ads & Sponsor Billboards

Post, Packages and Campaigns

VIDEO VIGNETTES

Sponsor Logo or Ad by Event Segment Feature or Personality

WEBCAST & BROADCAST

Packaging of Featured Classes & Highlights for National and International Distribution

Online Streaming Media Partnerships USEF NETWORK A multi-year deal with the equestrian-centric USEF added to the show’s overall viewership in both 2017 and 2018. This year USEF increased its efforts to recruit paid subscribers and top quality advertisers.

HORSE & COUNTRY In 2018 Upperville partnered with the equestrian lifestyle broadcaster Horse & Country TV to air 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.

STREAMHORSETV Continues to support Upperville’s online marketing efforts Ad campaign outreach.

Livestream promotion. Advertising and promotion of Upperville’s livestream.

Previews and promotions for Upperville Live webstream. Audience recruitment.

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 2018 live feed garnered 83K views across three platforms.

Upperville.com

86%

Upperville Live also produced a one hour highlight show that reached an additional 20K TV viewers in Europe. Overall viewership went up from 87K in 2017 to 103K in 2018.

71,087

USEF Network

Horse & Country TV

8,521

2,643

10%

87K 103K

3%

= Views by Platform

2017

2018

Earned Media

The 2018 show generated substantial earned-media impressions across Lifestyle, Social, Equestrian, Local, Regional, National and International outlets. > 16 Media releases reaching 33,000 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

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

Expanding Onsite Opportunities > 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 jumbo-tron 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

CONTENT CREATION

The Big Picture for Sponsors The Upperville Experience: An iconic event staged in one of the world’s wealthiest enclaves Sophisticated event management, professional webcast and broadcast packaging and a growing set of marketing tools and technologies are enhancing the show’s overall sponsorship value.

Broadcast caliber Sponsor specific Customizable

MARKETING Advertorial partnerships Influencer campaigns Brand ambassadors

DISTRIBUTION

THE

EXPERIENCE

Onsite and digital E-mail campaigns Digital publications

TECHNOLOGY Data-driven tools Targeting platforms On-site broadband

EVENT PROMOTION Exclusive hosting Brand visibility Product Placements Sampling

SPONSOR FULFILLMENT Integrated branding On-site visibility Online promotions On-air placement

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.

Middleburg Photo

The Road Ahead

SAVE THE DATE

2019 Sponsor Opportunities

June 3 - 9, 2019

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 Club 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

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