bgp marketing document
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STAKEHOLDERS INFO DECK
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Boston is a city of champions. TheGRAND PRIX OF BOSTON POWERED BY LogMeIn
willmake its mark on New Englanders as a premiere, local sporting event alongside
championship brands including the Boston Red Sox, New England Patriots, Boston Celtics,
Boston Bruins and the Boston Marathon. The Grand Prix of Boston Powered by LogMeIn will:
Take place on Labor Day Weekend starting in 2016
Broadcast live on network television in the U.S.
Reach an international television audience
Goal to attract 200,000+ spectators to the City of Boston over the event weekend
Have an annual economic impact of $75-80 million
Reach the DMAs of all six New England States, Mid-Atlantic States and New York
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OVERVIEW
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Marty Walsh, Mayor of the City of Boston:
This is an exciting time in Boston and as we explore new ways to grow and
attract visitors here, were engaging in strong dialogue with organizations like
the Grand Prix of BostonThis event has great potential to bring an influx of
tourism and support our local businesses during what is traditionally achallenging holiday weekend for hospitality. Im excited to begin this process
and hear from our residents and business owners as we move forward.
CITY OF BOSTON SUPPORT
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VERIZON INDYCAR SERIES
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Delivers the fastest and most innovative form ofmotorsports in North America
Offers an exciting and diverse schedule
covering large DMAs and vast markets
Attracts a passionate, diverse and brand-loyal
fan base
Fans are known to be technologically savvy
and auto enthusiasts
Provides a stimulating and unique platform for
B2B networking and corporate entertainment
Home to the greatest spectacle in racing the
Indianapolis 500
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VERIZON INDYCAR SERIES
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Television ratings and viewership for the Verizon IndyCar Series continued its strongupward trend in 2015. Highlights of the 2015 season include:
8% viewership growth for the 2015 Indianapolis 500 on ABC vs. 2014
2015 Indianapolis 500 drew 6.481 million viewers
NBC Sports Network saw a 37% increase in average viewership in 2015 vs. 2014
and a 77% increase in 2015 vs. 2013
The final six broadcasts of the season were six of the ten most viewed INDYCAR races
ever on NBC Sports Network.
The final race of the 2015 season from Sonoma, CA was the highest viewed INDYCAR
race ever on NBC Sports Network.
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BROADCAST MEDIA
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COMMUNITY OUTREACH
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Play Brigade Play Brigade will hold a Walk, Run, Roll 5K around the track on Saturday evening
after the conclusion of racing. Funds raised will help provide playground equipment to
Boston City parks to help inclusion for handicapped children.
Draw from all six New England states, New York and across the U.S.
The Greater Boston Food Bank
The private Saturday night concert (September 3, 2016) at the Blue Hills Bank Pavilion
will benefit The Greater Boston Food Bank.
Concert attendees will be encouraged to bring canned goods and donate monies to
help support this great cause. The Greater Boston Food Bank's mission is to end hunger in eastern Massachusetts. Our
objective is to distribute enough food to provide at least one meal a day to those in
need.
CHARITY INVOLVEMENT
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VeteransHomestead Veteran Homestead Inc., is an independent, non-profit organization that provides
housing and care to U.S. Armed Services Veterans who are elderly, disabled or
diagnosed with a terminal illness.
Veterans Homestead support of Freedom Friday is helping us get the message out to
that group. Veterans Homestead will receive partial proceeds from the Friday concert.
Police Athletic League
Grand Prix of Boston Powered by LogMeIn, along with F1 Boston, will host the Annual
Police Athletic League Grand Prix in 2016 during the race-weekend.
This four-hour team endurance race will benefit youth development in Boston.
Through PAL, police officers and young people participate in athletic, social andeducation activities to learn more about each other and their communities. PALs youth
programs help young people develop self-esteem, leadership skills and a sense of
belonging, as well as improve school performance, resolve conflicts and occupy their
out-of-school-time productively.
COMMUNITY INVOLVEMENT
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Cool School Behind-the-scenes tours of the INDYCAR paddock for children and youth
Friday pre-race field trips for youth groups or local community organizations
Vocational School Reach Out - INDYCAR team members to visit vocational
programs to talk about career opportunities in the motorsports industry
Karting Nights
Partner with local and regional nonprofit organizations serving
underprivileged/at-risk youth for Grand Prix of Boston Kart Nights at New
England-based indoor karting facilities
Support Teen Safe Driving Sponsor community organizations focused on driving safety courses
Conduct safety presentations at-track, in-school or for youth programs
COMMUNITY INVOLVEMENT
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MARKETING
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Providence
New York City
Toronto
Montreal
Philadelphia
Washington DC
Boston is uniquely positioned to be aleading venue for INDYCAR, given its
geographic location in the Northeast and its
central location in New England.
Grand Prix of Bostons marketing
presence will be comprehensive and
year-round
Marketing reach covers all six New
England states, Mid-Atlantic States, plus
New York
Designed to be a destination event that
will draw sports fans from around the
region, as well as across the country
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REACH
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The Grand Prix of Boston Powered by LogMeIn event promotion and advertising campaignwill encompass direct media buys, digital media, sponsorship promotion and activation, and
strategic collaborative partnerships with the City of Boston and regional travel and tourism
bureaus.
Projected spend of over $1.5 million in event advertising via:
Approximately $500,000 media buy from the Grand Prix of Boston Powered by LogMeIn
Approximately $500,000 in advertising from event sponsors
Approximately $250,000+ in media from Greater Boston Convention & Visitors Bureau
Approximately $250,000+ in media from the Massachusetts Office of Travel & Tourism
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ADVERTISING
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The Indianapolis 500 will be celebrating its 100 Year Anniversary in 2016 providingincreased exposure to the Verizon IndyCar Series.
Specifically, the Grand Prix of Boston Powered by LogMeIn has secured two :30 television
spots during the Live ABC Network broadcast for the 2016 Indianapolis 500 generating
awareness of the Grand Prix of Boston Powered by LogMeIn to millions of race fans globally.
The Verizon IndyCar Series, the Indianapolis Motor Speedway, and Verizon, along with many
other official partners of the Verizon IndyCar Series will be conducting national promotions
generating ancillary awareness for the sport of INDYCAR both domestically and
internationally.
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100 YEAR ANNIVERSARY OF THE INDY 500
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Marketing for the Grand Prix of Boston Powered by LogMeIn to include: Local, regional and national PR strategy
Print and radio promotions
Digital, social and email marketing initiatives
Two INDYCAR showcars, with knowledgeable brand ambassadors interacting with crowds and
collateral information promoting the event, will be displayed in various locations across NewEngland
Displays at major sporting events surrounding New England
Displays at lifestyle events in New England including concerts, festivals, Boston Auto Show,Boston Boat Show and other regional entertainment venues
Grass-roots marketing effort:
Local college outreach programs
Outreach to winter ski venues in New England
Chamber of Commerce events sponsored by Grand Prix of Boston Powered by LogMeIn
Promotional displays at local New England auto racing tracks
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EVENT MARKETING
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Motorsports Fan Devoted race fans starving for
INDYCAR racing in the Northeast
Draw from all six New England states,New York and across the U.S.
College Students
Move-in-day takes place a weekbefore Labor Day weekend - Top-10area colleges represents 160,000students
Special student section at the race
Long lead-time for student outreach
Lifestyle Entertainment Seeker Millennial demographic seeking new
entertainment opportunities
Will attract via music, lifestyle expo, car
shows, beer gardens, and other
entertainmentBrazilian-Americans
Per U.S. Census, Boston is the second largest
metropolitan area for Brazilian-Americans
Other New England communities are very
strong in the Brazilian-American population
TARGET AUDIENCES
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Affluent
Average HHI of $96,000
65% more likely than the general public
to have a HHI of $100,000+
Educated
54% have a college degree
18% more likely than the general public
to have completed higher education
Active Lifestyles
Verizon IndyCar Series event attendees
lead an active lifestyle
More likely to travel (domestically and
internationally), dine out and spend
discretionary income on entertainment
and leisure activities 17
EVENT ATTENDEE DEMOGRAPHICS
Verizon IndyCar Series events attract a unique, highly sought-after consumer.
Young
33% of attendees are between 1834
years old
Average age of 42 years old
Professional
59% of attendees are employed - 36%
more likely than the general public
Tech-Savvy
Attendees spend more time on:
Social networking sites
More time and money on the internet
Use their smartphones more per
week than the general public
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PARTNERS
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The Grand Prix of Boston Powered by LogMeIn has well over 40 signed deals to date
from national, regional and local companies. Below are examples of some of ourpartners.
Seaport District:
HotelsThe Westin Boston Waterfront, The Seaport Hotel, The Renaissance BostonWaterfront Hotel
RestaurantsLegal Sea Foods, Del Friscos, Rebel Restaurants Group Laugh Boston
Regional & National Companies:
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PARTNERS TO DATE
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HOSPITALITY OFFERINGS
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AWinners Circle Clubat The Westin Boston
Waterfront
BExclusive Finish Line
Suite
C - Finish Line DoubleDecker Suites
DFinish Line Club
ETrackside Action Suites
FNussli Suites
GPit Lane Club
HTurn 1 Club
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HOSPITALITY LOCATIONS
AB
C
E
F G D
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The most unique hospitality offering inmotorsports
Private suites above the track at Turn 11 andstraight down the side-by-side pit lane, racingwill go underneath you
Pernod Ricard, MillerCoors and Polar
Beverages products will be featured andpremium food menus will be served in eachprivate suite
Each package Includes:
Forty (40) passes each day (Friday,Saturday, & Sunday) good for gate and
double decker access Each package also includes a paddock
pass to the IndyCar Series paddock insidethe Boston Convention Center
Investment: $120,000 per group of 40
Includes premium food and
beverage package for the 3 days
NUSSLI SUITES
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Our largest hospitality group option located onthe Convention Center grounds overlooking theFinish Line on D Street
Double Decker structure with a private topsection for your group of 50 with your ownpremium bar featuring Pernod Ricard,
MillerCoors and Polar Beverages brands Large dining area on bottom floor for service
of premium food and beverage menus servedto all suite guests
Ability to add food and beverage options foryour guests up top
Each package Includes: Fifty (50) passes each day (Friday,
Saturday, & Sunday) good for gate anddouble decker access
Each package also includes a paddockpass to the IndyCar Series paddock inside
the Boston Convention Center
Investment: $90,000 per group of 50
Includes premium food and
beverage package for the 3 days
Can buy up to 10 additional tickets
@ $1,800 each
FINISH LINE DOUBLE DECKER SUITES
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Positioned between turns 10-11 on thegrounds of the Boston Convention Center
Located in the middle of an entertainmentarea featuring action sports and live music
Closed-circuit television for enhancedviewing
Common area for all Trackside Action Suiteholders to allow interaction among theguests
Each Suite Includes
Forty (40) passes each day (Friday,Saturday, & Sunday) good for gateand suite admission
Each suite pass also includes apaddock pass to the IndyCar Seriespaddock inside the Boston ConventionCenter
Delectable food menus and a fullpremium bar with Pernod Ricard,MillerCoors and Polar Beverages
brands
TRACKSIDE ACTION SUITES
Investment:
$60,000 per group of 40
Can purchase up to 10 additional
tickets @ $1,500 each
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PIT LANE CLUB
Our premium offering, The Pit Lane Club, is anexclusive, climate controlled, pavilion located
above Turn 11 and the side-by-side pit lane.
A pass to The Pit Lane Club includes a money
cannot buy ticketto the Grand Prix of Boston
private concertwith a national act on Saturday
night of race weekend
Top-shelf open bar featuring Pernod Ricard
and MillerCoors brands, Polar Beverages, and
a VIP food menu for all 3 days to include
breakfast, lunch and afternoon snacks
Individual passes each day (Friday, Saturday,& Sunday) good for gate and Pit Lane Club
admission race weekend
Each pass gains admission to the IndyCar Series
paddock inside the Boston Convention Center
Investment: $2,000 Per Person
$10,00 for private table for 6
Limited to first 265 guests
Every four passes purchased will
include a VIP Parking Pass
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The Finish Line Club, is an exclusive, climatecontrolled, pavilion located on the D-Street lawn
adjacent to the Boston Convention Center.
A pass to The Finish Line Club includes a money
cannot buy ticketto the Grand Prix of Boston
private concertwith a national act on Saturday
night of race weekend
Top-shelf bar open bar featuring Pernod Ricard and
MillerCoors brands, Polar Beverages, and a VIP
food menu for all 3 days to include breakfast, lunch
and afternoon snacks
Individual passes each day (Friday, Saturday, &Sunday) good for gate and Finish Line Club
admission race weekend
Each pass gains admission to the IndyCar Series
paddock inside the Boston Convention Center
THE FINISH LINE CLUB
Investment:
$1,500 Per Person
Limited to first 500 guests
Every four passes purchased
will include a VIP Parking Pass26
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Located at The Westin Waterfront Hotel overlooking the final turn of the circuit
Private outdoor grandstand and viewing areas
Lounge area with closed-circuit, live viewing of on-track activities
Each Winners Circle Club Pass Includes:
Savory breakfast and lunch menus; afternoon snacks; a signature cocktail,MillerCoors beer, Kenwood wine and Polar Beverage sodas; and cash baravailable with Pernod Ricard and MillerCoors brands
Individual passes each day (Friday, Saturday, & Sunday) good for gate andWinners Circle Club admission race weekend
Each pass gains admission to the IndyCar Series paddock inside the BostonConvention Center
Winners Circle Club Cost:
$1,000 per ticket, good for all three days of race weekend
Limited to first 500 guests
Every four passes purchased will include a VIP Parking Pass
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THE WINNERS CIRCLE CLUB AT THE WESTIN
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Provides your own individual seat in Grandstand #1, which is covered, for action-packed
race viewing Private hospitality area behind Grandstand #1 with private restrooms and closed-
circuit television for enhanced viewing
This Club Includes:
Pass for each day (Friday, Saturday, and Sunday) good for gate, Turn 1 Clubadmission and an individual seat in Grandstand #1
Each pass includes a paddock pass to the IndyCar Series paddock inside theConvention Center
Lunch and afternoon snacks as well as two drink tickets per day for MillerCoorsbeer, Kenwood wine , or Polar Beverages sodas and bottled water
Full cash bar available featuring Pernod Ricard offerings, MillerCoors beers,
Polar Beverages sodas and bottled water Investment:
$ 500 per ticket
Available to first 500 guests
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THE TURN 1 CLUB
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One of our largest and private hospitality offering for 250300 guests
Located on the Convention Center grounds overlooking the Finish Line on D Street
Private air-conditioned tent includes lounge area and bar with closed circuit TV, and
catering provided by The Westin Boston Waterfront
Private trackside grandstand with viewing of the Finish Line
The Suite includes passes for each day (Friday, Saturday, & Sunday) good for gate andFinish Line Suite admission as well as a paddock pass to the IndyCar Series paddock
EXCLUSIVE FINISH LINE SUITE
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The Grand Prix of Boston has several options for companies looking to accommodate groups of200 or more clients.
Options include:
Private Club space inside the Westin Hotel for 350500 people including:
Indoor space with private entry
Trackside viewing in you own private grandstand
Private space near turn 2 for 200 people with outdoor viewing and indoor food & beverage
Private space adjacent to turn 3 with indoor viewing accommodating up to 300 people
Corporate hospitality village with private tents and reserved grandstand seats for on-trackviewing
All hospitality options include admission tickets to the event and Verizon IndyCar Series Paddockpasses
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HOSPITALITY OPTIONS FOR 200+
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RACE-WEEKEND ACTIVITIES
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Lifestyle Expo inside the Boston Convention Center
Family Fun Zone inside the Boston Convention Center
Three music stages with local and regional bands
Beer gardens
College student section Action sports demonstrations
Go-kart demonstrations and races
THURSDAY THROUGH SUNDAY
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Media Luncheon at Legal Sea Foods
Black Tie Charity Gala Prix Party
Boston Police Athletic League Grand Prix
THURSDAY
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Freedom Friday (see following slide)
Veterans Job Fair
Driver autograph sessions, meet-and-greets and
paddock/garage tours
Pre-race practice for Verizon IndyCar Series and
INDYCAR support series
Pre-race practice and qualifying for the Sports Car
support series races taking place on Saturday and
Sunday
Separate ticketed concert, available to the public, in the
South Lot of the Convention Center
FRIDAY
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Freedom Friday is an opportunity to provide military members, first responders, andtheir families the chance to to enjoy Fridays at-track activities at the Grand Prix of
Boston Powered by LogMeIn at no cost compliments of our Freedom Friday Title Sponsor,
a local Boston based Fortune 500 company to be announced on Veterans Day.
The Grand Prix of Boston Powered by LogMeIn has partnered with this sponsor to
underwrite the Freedom Friday promotion and provide free tickets for a minimum of
50,000 military members, first responders, and their families. This Freedom Friday
partner will also be integrated into other aspects of the event interacting with race fans,
military members, and first responders all three days of the event weekend.
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FREEDOM FRIDAY
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Qualifying for Verizon IndyCar Series and INDYCAR support series
Sports Car Series race #1 and Lamborghini Super Trofeo race #1
Walk, Run and Roll charity 5K fun run benefiting the Play Brigade is Saturday evening
Private concert at the Blue Hills Bank Pavilion
SATURDAY
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SUNDAY
Verizon IndyCar Series race
INDYCAR support series races
Sports Car Series race #2
Lamborghini Super Trofeo race #2
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CIRCUIT INFORMATION
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Course to be situated on the South Boston Waterfront
State-of-the-art temporary grand prix (street race) circuit
Hospitality suites and private VIP clubs to accommodate a minimum of 5,000 people
Five pedestrian bridges allowing event access from inside and outside the race circuit
To learn more about the circuit construction schedule, access is available to our stakeholders
Dropbox folder for all CAD files and relevant information to the track build.
You may gain access by contacting Beth Clifford at:
[email protected] (617) 532-4639
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CIRCUIT FACTS
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CIRCUIT LAYOUT
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CONVENTION CENTER
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TURN 1
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TURN 2
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TURNS 3, 4, 5, & 6
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TURN 9
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TURNS 10 & 11
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