HEAD OF THE CHARLES REGATTA54TH EDITION | OCTOBER 20-21, 2018

®

> THOUSANDS OF SPECTATORS> 11,000 COMPETITORS> 2,000 VOLUNTEERS

ARE YOU READY? A WORLD-CLASS EVENT IS AT YOUR FINGERTIPS

STARTING IN THE BASIN >

The Head Of The Charles® is the world’s largest two day regatta

Supported by Governor Charlie Baker, Mayor Martin Walsh

One of New England’s top 3 attended annual events (Boston Marathon & Boston Fourth of July)

Tens of thousands of spectators Regatta weekend 11,000 athletes from 25+ countries

2,000 volunteers

1 million+ unique web site visitors

5.5 billion+ global media impression reach

$7+ million advertising equivalency

DESTINATION: BOSTONHANDS ON ACCESS TO BOSTON...AND THE WORLD

STARTING IN THE BASIN >

Strong local interest: more than 50% of spectators live within 5 mile radius of Boston

Destination event: 87% of competitors travel 100+ miles to compete in the Regatta

Major economic impact: $55 million per year to local restaurants, hotels and local businesses

Largest on site audience of any rowing event in the world

VERY SMART PEOPLEHIGHLY-EDUCATED AUDIENCE

UNIVERSITY OF CALIFORNIA >

Over 800+ schools,universities and organizations come to compete

From Ivy League to NCAA - 70% have an undergraduate degree - 32% have a post-graduate degree - 9% have a doctorate degree

Ideal spectrum of ages - 26% under 19 - 28% between 20-29 - 14% between 30-39 - 12% between 40-49 - 20% over 50

85% are more likely to select sponsor products

79% appreciated sponsors more than competitors because of their commitment to Regatta

AN AFFLUENT CROWDACCOMPLISHED AND LOYAL AUDIENCE

OLYMPIANS MINGLE WITH REGATTA GUESTS >

32% earn more than $100,000 annually

14% earn more than $150,000 annually

51% own retirement or investment accounts

84% of audience attends with a peer group - Mean group size is over 3 people - More than half the audience returns every

year - Average spend per person is over $321 for

the weekend

Influential Decision Makers

- 48% have budget authority over corporate or business expenditures

- 24% are heads of business

Community Leaders

- 76% volunteer for non-profit organizations - 37% serve as a volunteer committee

chairs or on a Board of Directors

3 MILES OF VENUESBOSTON & CAMBRIDGE OPPORTUNITIES AVAILABLE

START

FINISH

B OSTONAL L STON

CAMBR I DGE

Cambridge Boat ClubRegatta Headquarters

Athlete Launch Site

Attager Row:Rowing & Fitness Expo

Hospitality Row Weld Exhibition

Launch Site

Reunion Village by Delta Air Lines

Eliot Bridge Enclosureby Aston Martin

DowntownBoston

Weeks Hospitality

JFK Venue TBD

VENUES

ATTAGER ROW:ROWING & FITNESS EXPO> SALES & EXHIBITION AREA

HOSPITALITY ROW> PRIVATE TENTS IN HEART OF THE ATHLETE AREA

ELIOT BRIDGE ENCLOSUREBY ASTON MARTIN> TICKETED HOSPITALITY TENT

DIRECTORS’ TENT AT THE CAMBRIDGE BOAT CLUB> VIP ENTERTAINMENT AT THE MARQUEE VIEWING AREA

WELD EXHIBITION> CORPORATE SAMPLING & SALES AREA, LARGE SCALE DISPLAYS

REUNION VILLAGE BY DELTA AIR LINES> ALUMNI GATHERING AREA & BEER GARDEN

WEEKS HOSPITALITY> THE MOST PRIVATE HOSPITALITY AREA AVAILABLE

ATTAGER ROW: ROWING & FITNESS EXPORETAIL DESTINATION FOR ATHLETES AND SPECTATORS

ATTAGER ROW RETAIL3-DAY SALES DESTINATION ROWING & FITNESS EXPO

FOOT TRAFFIC AT THE ATTAGER ROW VENUE >

Athlete central at the HOCR, main retail destination with Brooks Brothers & New Balance flagship pop-up shops

35+ rowing gear and boat manufacturers plus corporate sponsors

75,000+ visitors per day (athletes, parents, alumni & spectators)

Operational center of the Regatta with over 75% of athletes/boats launching and landing from this area

Main tent functions at athlete registration, awards ceremonies and the Saturday Night Reception

ATTAGER ROW - MAIN TENTOPERATIONS HEADQUARTERS CENTRALLY LOCATED

THE ATTAGER ROW MAIN ATHLETE TENT >

The Attager Row main tent is the heart of athlete interaction at the Regatta

The main tent hosts: Athlete Registration, Four (4) Official Awards Ceremonies, Athlete Weigh-In and the Saturday Night Reception

Turn-key branding and activation packages available within the beautiful sail cloth tent that is fully floored and carpeted

Set 20’ back from the river the tent offers amazing views of the race course

WELD EXHIBITION & REUNION VILLAGESAMPLING DESTINATION

WELD EXHIBITION DISPLAYCORPORATE SAMPLING AND DISPLAY AREA

TWO FULL DAYS OF SHOULDER TO SHOULDER CROWDS >

The can’t miss stop of any national 4th quarter tour

The highest traffic venue at the Regatta for corporate sampling and product display at the HOCR

100,000+ attendees per day due to close proximity to Harvard Square

Spaces available from 10’ x 10’ to parking for multiple 18-wheelers

2017 partners included: Yakima, Shell Fuel Rewards, Lundberg Family Farms, 5-Hour Energy, Frito-Lay, Whole Foods Market, Tufts Health Plan, Sahale Snacks and many more!

Additional photos: HERE

REUNION VILLAGEYOUNG ALUMNI DESTINATION & BEER GARDEN

ONE OF THE BEST VIEWING AREAS IS REUNION VILLAGE >

Presented by Delta Air Lines for 2018

4,000+ attendees per day

35+ alumni organizations reserve 10x10 spaces to congregate at the event in addition to being open to the public

Wine & spirit partnerships available (Sierra Nevada Brewing Co. is the Official Beer)

HOSPITALITY ROW & ELIOT BRIDGE ENCLOSUREPRIVATE ENTERTAINMENT IN THE HEART OF THE EXPO

PRIVATE HOSPITALITY TENTEXCLUSIVE CLIENT ENTERTAINMENT & EXCLUSIVE AMENITIES

THE BNY MELLON TENT FROM ABOVE >

Private hospitality tents to entertain clients, colleagues and guests

Located upstream of the Eliot Bridge near the race course Finish Line

Hospitality Row is located steps from Attager Row, the main athlete staging area

Current & past partners have included: The Lenox Hotel, BNY Mellon, Fast Enterprises, National Rowing Foundation, etc...

ELIOT BRIDGE ENCLOSURETHE “SKYBOX” HOSPITALITY DESTINATION

SEATING AREA INSIDE THE ELIOT BRIDGE ENCLOSURE >

Presented by Aston Martin

400+ attendees per day including parents, international athletes and masters (age 30+) competitors

Tent is fully catered with light breakfast and luncheon buffet with beverages, beer and wine available

Turn-key tent branding including optional marketing space directly across the foot path from tent

Historic presenting sponsors include: Delta Air Line, Celebrity Cruises and Land Rover

PROPRIETARY EVENTSPRESENTING RIGHTS AVAILABLE

SATURDAY NIGHT RECEPTIONDRINKS! BY THE CHARLES

THE 2015 SATURDAY NIGHT RECEPTION CROWD >

Sponsorship opportunities available for the Saturday Night Reception at the main athlete tent at the Attager Row venue

Created in 2015 over 650+ guests attended the inaugural reception hosted from 6PM - 930PM

Dynamic cross section of young alumni, master rowers, international competitors and event volunteers

DIRECTORS’ VIP TENT THE DESTINATION BY THE CHARLES

THE BEST VIEW ALONG THE RACE COURSE >

By invitation only VIP tent located adjacent to the Cambridge Boat Club, Regatta headquarters

Entertain guests, clients, friends and family and network with key sponsors and local Boston companies

Tent partners include: Brooks Brothers, Sentient Jets, Fidelity, Normandy Real Estate, Towerstream, Boston Celtics, Land Rover, EMC, etc...

The best spot to watch racing at the Eliot Bridge including reserved tables, hardwood floors, fully catered, beer & wine

Complimentary breakfast and full buffet luncheon provided by Ruth’s Chris Steak House

Additional photos: HERE

OFF PROPERTY EVENTSBEYOND THE BANKS OF THE RIVERS

NEW BALANCE PRODUCT LAUNCH AT THE TANNERY >

Extend visibility year-round with off property events

Brooks Brothers christened a custom rowing shell in 2014 on City Hall Plaza with Mayor Marty Walsh (pictured)

New Balance product launch celebration at local stores/restaurants including: The Tannery, New Balance Boylston St & Solas Bar & Grill at The Lenox Hotel

REGATTA CONCERTMUSIC ON THE CHARLES

THE CONCERT CROWD >

Presenting sponsorship available for proprietary concert event (last active in 2007)

Attracts an additional 50,000+ spectators to the downstream area at the Weeks Footbridge

Regatta to work with Official Radio Partner, Greater Media Boston to support concert musical talent

Presenting sponsorship includes turn-key branding, advertising, stage, sound, etc...

BENEFITS RECAPTHE HOCR OPPORTUNITY ROOTED IN BOSTON HISTORY

1969

BENEFITS OVERVIEWRECAP THE HOCR OPPORTUNITY

Sponsoring the Head Of The Charles Regatta gives: - Exposure and access to the third largest event in New England - Tens of thousands of captive, affluent, smart people - On and off-site brand presence and engagement

Audience reach: – Unparalleled “touch ability” factor for products & services - Ideal combination of local, national and international attendees - Mean age of 33 years, well-educated, 32% with $100K+ earnings - Thousands of influential business & community leaders - Hundreds of top-tier US educational institutions represented

Brand exposure: - Citywide brand exposure via outdoor, print & broadcast - Guaranteed national & international media coverage - Millions of media impressions worldwide with $7-million ad equivalency - Year-round online exposure with 2.4+ million ad impressions - Head Of The Charles brand alliance & imagery

1975

PAST PARTNERS THE 2017 HOCR WAS SUPPORTED BY:

PREMIER SPONSORS

OFFICIAL REGATTA SPONSORS

OFFICIAL REGATTA PATRONS

FOR MORE INFORMATION PLEASE CONTACT:

Fred SchochExecutive Directorfschoch@hocr.org(617) 868 5048

Mason D. CoxAssistant Directormcox@hocr.org(617) 868 6122

Head Of The Charles RegattaOctober 20-21, 2018