CSD14-008 - Appendix A

April 14, 2014

City of Peterborough 500 George St. N Peterborough, ON K9H-3R9

Dear Ken Doherty,

Attached please find an Executive Summary requesting sponsorship of $25,000 from the City of Peterborough to provide financial and marketing support for the Wildfire Invitational, a PGA TOUR Canada event taking place at the prestigious Wildfire Golf Club August 25-31, 2014. The Wildfire Invitational is one of only 10 events in Ontario and the only Invitational event on the PGA Tour Calendar.

As an official sponsor of the event, the City of Peterborough has the opportunity to use the event as a marketing & communications tool. In review of the City’s Economic Development Plan (published online) we believe this event can meet several strategic objectives as outlined under the Tourism pillar among others. Ultimately this is an opportunity for the City to align itself through image & association to one of the world’s premier sports brands, the PGA TOUR.

For the event to be deemed successful in this market, a strong & collaborative dynamic is required:

1. Key stakeholders: Already committed and secured by SDI Marketing include our Venue and Title Sponsor, The Wildfire Golf Club as well as our national partner and Presenting Sponsor - PC Financial 2. Broad scope of local Involvement: Government, Corporate and Media support is paramount. To date we have developed strong relationships with The County and the RT08 and our desire is to extend our relationship with the City, named benefactor to all National/International media. Our local ties with Corus entertainment (CHEX TV, Wolf fm, Cruz fm) and The Peterborough Examiner are solid. We have also developed strong business partnerships with several resorts in the area, the Loblaw stores, transportation companies, signage companies and many others. 3. Desire: Bottom line, in order to host such a prestigious event annually, the desire to collaborate at all levels is required to ensure long term sustainability otherwise the PGA TOUR will look at other markets. 4. Give Back: The 2013 Wildfire Invitational made local charitable contributions in the amount of $15,000 to Camp Maple Leaf, Wildfire Golf Club matched the amount making the donation $30,000. Considerations for new charities to be integrated into the event can be considered moving forward.

CSD14-008 - Appendix A

Economic Impact: The event, now in its second year in this location has provided the City of Peterborough and the County with significant quantifiable economic impact locally as well as heightened awareness across Canada and North America by naming the City in media outlets across all platforms from print and electronic media to U.S. television (attached).

Community: Is of tremendous importance to the overall success of the event and is the cornerstone to ensuring longevity. The Tournament supports local charities and a planned commitment of $15,000 is already planned for 2014. We also garnered great volunteer support with over 260 local residents volunteering countless hours to make the 2013 event a success. In 2014, our volunteer recruiting goal is 300 and more than 70 caddies! We are extremely grateful for this volunteer base and expect that the community will step up and support the event once again.

The Golf Tournament: The Wildfire Invitational presented by PC Financial is a weeklong celebration of golf and the community. This premium event on the PGA TOUR Canada schedule is uniquely positioned. It is the only TOUR event that features 128 professional golfers from around the world competing at the same time with 64 amateurs. This format is great for the fans to watch, it’s fun for the players and especially exciting for the Peterborough residents that actually compete! Tournament rounds are played from August 28-31.

Ancillary Events: In addition to the tournament play, the event will feature a variety of ancillary events to engage the entire community including a Ladies’ only Pro Am event known as the ‘Pro Glam’, a junior clinic, a 9-hole Corporate Challenge as well as several VIP events set against the beautiful cottage backdrop of Stoney Lake. Other events could be created such as Mayor’s charity ‘Putting Challenge’ at City Hall during proclamation of ‘PGA TOUR Canada’ week. This is just one example of several strategic events we can propose to engage the event downtown.

Attached please find the Executive Summary, serving as a brief outline of the request and details of the event. In addition, the Economic Impact Press Release and a complete media summary on the 2013 event.

Thank you for your consideration of this proposal. Should you require additional information or have questions, please don’t hesitate to contact me.

Best Regards,

Kelly Dixon Tournament Director SDITORONTO 200-65 INTERNATIONAL BLVD TORONTO, ON M9W 6L9 Phone (705) 716-6628 – Email: [email protected] CSD14-008 - Appendix A

Executive Brief 04/1/14

City of Peterborough

Objective/History:

To submit an event marketing proposal to the City of Peterborough whereby the City would consider becoming an event sponsor commencing the summer of 2014. To be clear this is not a request for a donation, this is a marketing opportunity.

The event is a professional golf tournament sanctioned by the PGA TOUR. Now in its second year of a three-year agreement and held at the Wildfire Golf Club, the 2014 tournament will take place the week of August 25-31, 2014. The 2013 event, known as the Wildfire Invitational presented by PC Financial was a success. It generated significant economic impact to the City and area and received national and international recognition as a sport hosting city. In terms of local government support it was financially aided by the County of Peterborough and the RTO8.

About ‘PGA TOUR Canada:

A series of 12 tournaments organized by the PGA TOUR and held across Canada each summer. It features some of the golf worlds up and coming professional golfers competing for $1.8 million dollars in prize money. The top 5 money leaders at the end of the season will climb the ladder and earn status on the Web.com Tour the following season. The Web.com Tour is the predecessor to the coveted PGA TOUR that includes Tour stops primarily across the U.S. and North America including the RBC Canadian Open. PGA TOUR Canada alumni include current PGA Tour stars Graham Delaet, David Hearn, Brad Fritsch as well as Steve Stricker winner of 12 PGA Tour events and Masters Champion Mike Weir among many others.

Scope: An increasingly growing number of Canadian golf fans, companies and levels of government attend and sponsor these tournaments supporting professional golf in Canada and to see the stars of the PGA TOUR of tomorrow, today. Each event allows fans to get up close to the players in an intimate setting at some of Canada’s premier golf courses. This opportunity showcases professional golf in Canada without the associated costs required to be part of the PGA TOUR.

CSD14-008 - Appendix A

Rationale:

As a result of PGA TOUR Canada executing a professional golf event in the area, the City of Peterborough will benefit. The proximity of the City as the largest urban centre near the golf tournament is extremely beneficial including naming Peterborough in national and international media (TV, print, radio, and online social media outlets). This association with a PGA TOUR sanctioned golf tournament identifies the City of Peterborough as having a relationship with one of the world’s largest and most successful sport organizations and portrays the City with an image of a progressive community with a unique cottage lifestyle capable of hosting an international golf tournament.

Further, the City of Peterborough will be showcased in promoting healthy active outdoor lifestyles, sport in general and golf specifically. Golf speaks to a segment primarily made up of a demographic desirable to the City (see ‘About our attendees’). The event will also increase the number of tourist visits and the average expenditures in the area, all resulting in increased economic impact. In 2013, the tournament generated $768,000 in economic impact and expects to increase that year over year.

Markets: Once again the City will be recognised nationally and internationally as well as in the region and across the province (See appendix A & B for a list of all media that covered the event in 2013).

About our attendees: Canada has the highest per capita of golfers in the world. There are in excess of 2.6 million golfers that play more than 3+ rounds per year and more than 675,000 that are avid players (25+ rounds annually). 82% are between 18-54 years old (20% 18-30, 41% 31-44 & 21% 45-54). The average HHI is in excess of $110K.

Opportunities:

 Image & association to sport, golf in general and specifically the iconic ‘PGA TOUR’ brand.  The City is always associated with the event in all press releases, TV coverage, and online social media and beyond.  In order to recognize the city and its support, the tournament is prepared to work to host a Community Day or Junior Clinic to further engage the community in event.  On-site branding and signage opportunities  Corporate Hospitality opportunities at VIP Hospitality Events and VIP Lounges  Social media conversation & web based promotional opportunities

CSD14-008 - Appendix A

Sponsorship Request:

$25,000 cash sponsorship in 2014, plus additional in-kind services to be discussed. Ideas include: lamppost flags in the downtown area, signage/banner opportunities, promotion of the event and volunteering through community communication channels, social media announcements, and marketing support.

In consideration of the $25,000 that the County of Peterborough contributed for our 2013 event, we would suggest a shared sponsorship with County of Peterborough in 2016 and beyond.

About Us: Since 1988, SDI Marketing has been using imagination, innovation and energy, to be creative in marketing solution development for its client’s marketing initiatives. SDI has developed the reputation as a progressive company, focused on people and clients. The company’s unique combination of resources includes sports marketing services, brand awareness, loyalty programs and communication strategies. Now in its 25th year, SDI has grown to become a global marketing services company that delivers an element of “wow” with every interaction. SDI is Host Organizer for 3 PGA TOUR Canada events in Vancouver, Peterborough and Cape Breton NS. http://www.sdimarketing.com/

Contact: Randy Paul, Managing Director, Sales & Marketing at SDI Marketing. 200-65 International Blvd. Toronto, ON. M9W 6L9. Canada. 416-674-9010 ext. 164 [email protected] CSD14-008 - Appendix A

Media Recap 2013 The Wildfire Invitational pres. by PC Financial August 26-September 1, 2013

Media Sponsorship: Radio

Radio Station Description Release Dates

-Advertising campaign includes recorded promo 101.5 The WOLF occasions, along with contest executions, “What’s August 21-September 1st  3/day Happening” reports and website listing promoting the – 30 second promos promoting event at kruzfm.ca and thewolf.ca. the event, one per day part (35 total at $ 1,295.00) 70 – 30 second promotion commercials August 26-August 30th  20 on 30 – on-air contest executions on the WOLF air contest executions ($1,000)

14 – “What’s Happening” reports once per day on each August 26-September 1st  1/day station from August 26-September 1, 2013. live “What’s Happening” report with Vince Bierworth including 2– two weeks of event listing at www.thewolf.ca with event mention & details (7 total tournament & ticket purchasing information plus costing $133.00) website link. August 21 - September 1st  2 -Peter Dalliday Morning interviews: Interviews weeks – event & details in event conducted at the tournament with various tournament listings on station website staff, including Kelly Dixon, Tournament Director, and www.kruzfm.ca including show & Jeff Mills, Head Golf Professional at Wildfire Golf Club. ticket purchasing information ($200.00)

100.5 KRUZ FM -Advertising campaign includes recorded promo occasions, along with contest executions, “What’s August 21-September 1st  3/day Happening” reports and website listing promoting the – 30 second promos promoting event at kruzfm.ca and thewolf.ca. the event, one per day part (35 total at $875.00) 70 – 30 second promotion commercials August 26-August 30th  10 on 30 – on-air contest executions on KRUZ FM air contest executions ($340.00)

-Peter Dalliday Morning interviews: Interviews conducted at the tournament with various tournament August 21 September 1st - 2 staff, including Kelly Dixon, Tournament Director, and weeks – event & details in event Jeff Mills, Head Golf Professional at Wildfire Golf Club listings on station website www.kruzfm.ca including show & ticket purchasing information ($200.00)

Media Sponsorship: Print

Newspaper Description Release Dates

Peterborough Examiner (Daily) 1 – Four page supplement 1 – Four page supplement released describing The Wildfire Invitational August 22, 2013 in detail to subscribers -30,000 copies were distributed and 3 – ¼ page advertisements released 2,000 copies supplied to the on August 15, 24 &29 2013 ($7,575) Wildfire clubhouse and admissions

3 – ¼ page advertisements

Northumberland Today (Weekly) 3 – ¼ page advertisements 3 – ¼ page advertisements released on August 15, 22 & 29, 2013 ($4,008) Belleville Intel (Weekly) 3 – ½ page advertisements 3 – ½ page advertisements released on August 15, 22 & 29 2013 ($7,896)

Community Press (Weekly) 3 – ½ page advertisements 3 – ½ page advertisements released on August 15, 22 & 2913 ($6,726)

Trentonian (Weekly) 3 – ½ page advertisements 3 – ½ page advertisements released on August 15, 22 & 29 2013 ($4,101)

Haliburton (Weekly) 3 – ½ page advertisements 3 – ½ page advertisements released on August 15,22,29 2013 ($2,820)

Minden (Weekly) 3 – ½ page advertisements 3 – ½ page advertisements released on August 15, 22, 29, 2013 ($2,820)

Bancroft (Weekly) 3 – ½ page advertisements 3 – ½ page advertisements released on August 15,22, 29, 2013 ($1,692)

Toronto Sun (Daily) 1 – ¼ page advertisement briefly 1 – ¼ page advertisements released describing The Wildfire Invitational on August 18, 2013 ($16,509) to subscribers

CSD14-008 - Appendix A

Digital

Website Description Viewers

The Wildfire Invitational -This page was created as the main website of Google Analytics is being used to the event to provide detailed information to track the number of visitors anyone enquiring about the tournament online. -Total Visits (July 1-September 30th http://www.thewildfireinvitational.com/ = 6,575)

-Unique Visits (July 1-September 30th = 4,768)

-Page Views (July 1-September 30th = (16,922)

Social Media

Social Media Page Description Viewers

Facebook -1 to 2 posts per day were posted -Currently obtain 49 likes after launching this page in July

-Connected with PGA TOUR Canada, participants, golf pros, and the general public through this site

Twitter -1 to 4 tweets per day were posted -Currently obtain 84 followers after launching the page in July

-Connected with PGA TOUR Canada, participants, golf pros, and the general public through this site

Instagram -Photos taken at the tournament -Photos obtained over 55 likes were posted by the Account Coordinator on her personal account

-Hashtags were used so the general public on Instagram could view these posts

CSD14-008 - Appendix A

Online Coverage

Publication Links Comments

-Website provided published articles online The Examiner’s website provided stories Peterborough Examiner for the months of August and September online prior to, during, and after The Website Wildfire Invitational. http://www.thepeterboroughexaminer.com /sports/golf/archives/2013/08

Examples of Links:

Player exemptions set for Wildfire Invitational http://www.thepeterboroughexaminer.com /2013/08/20/player-exemptions-set-for- wildfire-invitational

Local golfer preparing to caddy for the pros http://www.thepeterboroughexaminer.com /2013/08/21/local-golfer-preparing-to- caddy-for-the-pros

Northumberland Tourism -One could purchase tickets for The Wildfire Invitational prior to and during the tournament on this website

-The link to purchase tickets online at Northumberland Tourism was added to the Wildfire Invitational website

-Link to main site http://www.northumberlandtourism.com/e n/

The Wildfire Golf Club -This website provided articles and information regarding the new tournament

-Directions to the golf course and more information were also made available to visitors

http://www.matchplaygolfmarketing.com/ WILDFIRE/

CSD14-008 - Appendix A

MEDIA RELEASE: For Immediate Release – November 20, 2013 ECONOMIC IMPACT OF THE WILDFIRE INVITATIONAL PRESENTED BY PC FINANCIAL TEEING PETERBOROUGH & THE KAWARTHAS UP

FORE SUCCESS

[PETERBOROUGH, ON] On August 26th, 2013 PGA TOUR Canada and Wildfire Golf Club debuted a new event on the tour, The Wildfire Invitational presented by PC Financial. The event, a success by all accounts, created an investment of more than $768,000 for the local economy this year.

A new addition to the schedule for 2013, the future of this unique pro-am tournament is promising and has laid the groundwork for continued success in years to come. “We were honoured to be part of securing this event. Hosting PGA TOUR Canada in our region will help us secure high-profile alignment with their brand, providing us with invaluable opportunities for customer engagement, and recognition of our own brand. The quality of the spectator experience and opportunity for amateurs to play with the pros sets the stage for Peterborough & the Kawarthas to become a must-visit destination for golf enthusiasts,” said Fiona Dawson, Director of Tourism for Peterborough Economic Development (PED).

Peterborough & the Kawarthas Tourism (PKT), the Destination Marketing Organization for the region operated by PED, worked with PGA TOUR Canada, SDI Marketing and Wildfire Golf Club acting as a one-stop-shop for event organizers to navigate the community for partners, sponsors and requirements for event planning and promotion via social media, on- site tourism information during the event and hosting ticket sales through their online reservation system. PKT also liaised with partners to build tourism experiences and assisted in the facilitation of local partnerships including an investment by the area’s Regional Tourism Organization, Kawarthas Northumberland, through the Provincial Partnership Fund.

Similar to other large-scale events, community support and sponsorship is vital. Glenn Stonehouse, Owner and President of Wildfire Golf Club led the way with a commitment of $150,000 per year over the next three years as seed money to secure the event. Mr. Stonehouse notes that he and all of the members of the Wildfire Golf Club “are proud to be part of the event, supporting Camp Maple Leaf and look forward to welcoming spectators to enjoy PGA TOUR quality golf here in the Kawarthas.” In addition to the golf course and presenting sponsor, PC Financial, The County of Peterborough invested more than $25,000 as well as a variety of municipal and business stakeholders and media.

PGA TOUR Canada attracts a dedicated market that is in line with PKT’s marketing strategy. The event garnered significant media coverage with a reach far beyond the means of the local marketing budget. Coverage ranged from local online, print, radio and television to Canadian and US coverage in sources such as The Toronto Sun, TSN.ca, PGATOUR.com, Sportsnet.ca, Fox News, The Globe and Mail, Post Media chain papers in 5 major markets, Inside Golf, Fairways Magazine and USA Today. Television coverage included TSN2, Global TV and a variety of sources produced by PGA TOUR Entertainment, which aired daily highlights on PGATOUR.com, the PGA TOUR’s Sirius/XM radio channel, and a number of social media channels and websites.

Next year’s event will take place August 25th – 31st, 2014. Information can be found at www.thewildfireinvitiational.com

-30-

For more information regarding the information contained in this release, please contact Kelly Jessup at 705.743.0777 Ext. 2130, [email protected] CSD14-008 - Appendix A ABOUT THE WILDFIRE INVITATIONAL

The Wildfire Invitational presented by PC Financial is a PGA TOUR Canada event played at Wildfire Golf Club near Peterborough, Ontario. The unique pro-am format features amateurs playing in teams with two different PGA TOUR Canada players on Thursday and Friday, with the final 36 holes reserved for professional competition. Located in the township of Douro-Dummer situated on beautiful Stoney Lake, Wildfire Golf Club has been ranked in the Score Golf Top 100 courses in Canada.

Wildfire Golf Club has developed into the premier private golf club in the heart of Ontario’s Kawartha cottage country. The layout blends the best elements of cottage country courses - lovely views and an escape into pristine northern forests - with the scale and quality of a premium, world-class course.

On September 30, 2013, The Wildfire Invitational Presented by PC Financial, along with Wildfire Golf Club Owner and President Glenn Stonehouse, announced a donation of $30,000 to Camp Maple Leaf – the Kawarthas camp for military service and underprivileged children. $15,000 was donated from the proceeds of the tournament, and Wildfire Golf Club matched the offering with an additional $15,000. Camp Maple leaf was established in 1955 as a living memorial, paying tribute to Canadian soldiers who sacrificed their lives for peace. Their vision is that no child would be turned away from the summer camp for economic reasons.

Information on the tournament can be found at www.thewildfireinvitiational.com

To view coverage of this year’s event visit Peterborough Economic Development’s YouTube Channel by accessing this playlist: http://bit.ly/175LIRw

For more information on the details of the economic impact assessment and media coverage, please contact Fiona Dawson, Director of Tourism at 705-743-0777 x 2129 or [email protected]

CSD14-008 - Appendix A

Media Recap

2013 The Wildfire Invitational pres. by PC Financial August 26-September 1, 2013 Media Official: Brian Decker

Television Coverage:

Type Description Market This Is PGA TOUR Canada Aired on TSN2 September 6 and National/across Canada Global TV on September 8. Available on YouTube page and GlobalTV.com from Monday September 9 onward. Reached 36,100 viewers on Global broadcast and approx. 5,000 on TSN2. Daily TV Highlights Produced by PGA TOUR Online/national Entertainment and posted to YouTube and PGATOUR.com. Highlight packs were downloaded by 26 individual markets.

Local TV Coverage:

Station Coverage Comments CHEX Appeared during pre-tournament party at Stonehouse Cottage for piece on upcoming tournament, before round 1 to talk to tournament officials and players. Global Toronto Aired profile story on Derek Gillespie: http://bit.ly/15ofvRC

Online/Print Coverage:

Publication Links Comments Peterborough Reporters Mike Keenan and Dale Clifford appeared on-site during 55,941 Examiner tournament and before tournament rounds to provide profiles daily page views Link to stories: http://bit.ly/19vqFWy TSN.ca Coverage of each round wrap-up: http://bit.ly/1dFSCTS TSN.ca CSD14-008 - Appendix A

averages Daily highlights were also posted to TSN.ca and its mobile platforms 6.85 million visitors per month. Its golf section averages 331,380 per month.

PGATOUR.com Front page links to pre-tournament stories, scores and wrap-ups:

Sportsnet.ca Coverage of each round wrap-up: http://bit.ly/1bVMjYg Postmedia Releases were picked up across the country: Ottawa Citizen: http://bit.ly/1a5ds7N Vancouver Sun: http://bit.ly/19dCOl0 Winnipeg Free Press: http://bit.ly/1bFe1fb Calgary Herald: http://bit.ly/1hzXYfZ Victoria Times-Colonist: http://bit.ly/17ehdXI The Globe and Coverage of each round wrap-up: http://bit.ly/1fXwMfx 1.388 Mail million unique visitors per month on Golf Canada’s CSD14-008 - Appendix A

Globe and Mail site InsideGolf Final round wrap up:

http://insidegolf.ca/index.php?option=com_content&view=article&id =126858:hubbard-claims-the-wildfire-invitational-for-first- victory&catid=273:canadian-tour&Itemid=374 Final round wrap up: Examiner.com http://www.examiner.com/article/hubbard-shoots-66-to-secure-the- wildfire-invitational-championship Global Golf Post Hubbard On Fire At Wildfire: http://digitalmag.globalgolfpost.com/20130903/20130903/25/0#&pa geSet=25&page=0 Fairways Final round wrap up: Magazine http://www.fairwaysgolf.ca/news.php?id=1687 Hamilton Article following Mackenzie Hughes’ performance: Spectator http://www.thespec.com/sports-story/4059943-pga-tour-canada- mackenzie-hughes-finishes-wildfire-tied-for-second/ Guelph Mercury Final round wrap up following Mackenzie Hughes:

http://www.guelphmercury.com/sports-story/4059943-pga-tour- canada-mackenzie-hughes-finishes-wildfire-tied-for-second/ MyKawartha.ca Wrap ups from each round of play:

http://www.mykawartha.com/sports-story/4059718-american-mark- hubbard-takes-home-first-wildfire-invitational-trophy/ USA Today This Week in Golf, at a glance: http://www.usatoday.com/story/sports/golf/2013/08/27/this-week- in-golf-at-a-glance/2706863/ Other Kansas City Star: publications http://www.kansascity.com/2013/08/29/4446154/leon-stays-on-top- picking up in-ontario.html releases Island Sports News: http://www.islandsportsnews.net/features/1- sports/8684-the-wildfire-invitational-presented-by-pc-financial

Tri City Herald: http://www.tri- cityherald.com/2013/08/31/2550595/hubbard-tops-crowded- leaderboard.html

Idaho Statesman: http://www.idahostatesman.com/2013/08/29/2733193/leon-stays- on-top-in-ontario.html

CSD14-008 - Appendix A

Fresno Bee: http://www.fresnobee.com/2013/08/29/3469070/leon- stays-on-top-in-ontario.html

Miami herald: http://www.miamiherald.com/2013/08/31/3598971/hubbard-tops- crowded-leaderboard.html

Fox News: http://www.foxnews.com/sports/2013/08/29/leon-stays- on-top-in-ontario/

Tacoma News Tribune: http://www.thenewstribune.com/2013/08/31/2760533_hubbard- tops-crowded-leaderboard.html

Modesto Bee: http://www.modbee.com/2013/08/31/2895770/hubbard-tops- crowded-leaderboard.html

The Olympian: http://www.theolympian.com/2013/08/31/2699182/hubbard-tops- crowded-leaderboard.html

Radio:

Station Coverage Comments Sirius/XM PGA - ‘PGA TOUR Canada’ report with player correspondent Yohann TOUR Radio Benson, who reports from each tournament on Wednesday of tournament week - Winner Mark Hubbard did live interview on PGA TOUR Replay, station’s Sunday Evening recap show - Two leaderboard updates per hour Golf Talk - Winner Mark Hubbard’s interview was on Golf Talk Canada, a Canada syndicated program that appears on Team 1250 Edmonton, TSN 990 Montreal, TSN 1050 Toronto, TEAM 1410 Vancouver, CFAX 1070 Victoria, CKLW 800 Windsor and TSN 1290 Winnipeg

Social Media:

YouTube ‘Peterborough Lift Lock Challenge’ video gained 744 views during tournament Comments: week on YouTube: http://www.youtube.com/user/CanadianTourTV/videos

Daily highlights received 936 views on YouTube for the week Facebook Reached 8,731 people on Facebook with photo galleries, links to stories and video posts Twitter Sent live updates, photos and links to our 8,000+ twitter followers. Daily average of 40 tweets per day. CSD14-008 - Appendix A