PREVIEW Titles VERSION ENIGMA INDEPENDENT EVENT AUDITS ENIGMA INDEPENDENTUnbiased Intelligence EVENT for SeniorAUDITS Marketers Unbiased Intelligence for Senior Marketers
2017 Vans US Open of Surfing 2016 STATE FAIR OFHuntington TEXAS Beach, California Dallas, Texas
July 29 - August 6, 2017
September 30-October 23, 2016 P2 Highlights P3 Event Experience P5 Sponsor Recall and Appreciation P6 Activation Evaluations PageP10 2:Beverage ConsumptionHighlights PageP11 3-Product4: andEvent Brand ExperiencePreferences P17 Demographics CONFIDENTIAL PageP18 5-Tourism8: andSponsors Economic Impactand Activations For paid subscribers only. P20 Comments and Methodology Unauthorized duplication or sharing strictly prohibited. Page 9-12: Auto and Truck Show Exhibits Page 13: Beverage Consumption Page 14-19: Product and Brand Preferences CONFIDENTIAL Page 20: Demographics For paid subscribers only. Page 21-22: Tourism and Economic Impact Unauthorized duplication or sharing strictly prohibited. Page 23-24 Comments and Methodology PREVIEW Highlights VERSION
Most popular women’s quarterfinalists Most popular features within brand activations
1 Sage Erikson (USA) 1 Complimentary Clif bars 2 Courtney Conlogue (USA) 2 Frontier Communications video screens 3 Coco Ho (HAW) 3 Vans Official Store
Most popular men’s quarterfinalists Top beverages purchased on-site
1 Kanoa Igarashi (USA) 1 Bottled water 2 Felipe Toledo (BRA) 2 Beer 3 Patrick Gudauskas (USA) 3 Coffee or coffee drinks
Most visited brand activations Top preferred brands of attendees
1 Vans Store and Village Liquor: Tito’s vodka 2 World Surf League Vehicle: Toyota 3 Hydro Flask Wireless: Verizon
Most appreciated brand activations Tourism and economic impact
1 Clif Percentage non-local: 24% 2 Vans Store and Village Estimated hotel room nights: 4,500 3 World Surf League Estimated economic impact of attendees: $10.9M
Most recalled sponsors Best attendee comments
1 Vans “I was stoked that Vans took sponsorship of this event. It was a match made in heaven.” 2 Hydro Flask “Loved the Hydro Flask water filling station. Also the free hot dogs and snow cones.” 3 Jeep “Gnarly event! Definitely going again next year.”
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 2 PREVIEW Event Experience VERSION
Reasons for attending Vans US Open of Surfing(aided)
Watch surf events
Enjoy the atmosphere
Watch skate events
Socialize with friends and family
Visit brand and sponsor displays
Shop at vendors or retail stores
Swim or relax on the beach
People-watching
Watch BMX events
Visit nearby restaurants and bars
Meet new people
Reason Main reason
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 3 PREVIEW Event Experience VERSION
Favorite competitor in Women’s Quarterfinals Favorite competitor in Men’s Quarterfinals
Sage Erikson (USA) Kanoa Igarashi (USA)
Courtney Conlogue (USA) Felipe Toledo (BRA)
Coco Ho (HAW) Patrick Gudauskas (USA)
Tatiana Weston-Webb (HAW) Josh Kerr (USA)
Sally Fitzgibbons (USA) Carlos Munoz (CRI)
Tyler Wright (AUS) Tomas Hermes (BRA)
Johanne Defay (FRA) Ricardo Christie (NZL)
Pauline Ado (FRA) Michael February (ZAF)
No favorite No favorite
Event ratings excellent good fair poor
Value for Quality Variety Cleanliness Quality of Variety of admission price of entertainment of entertainment food and beverage food and beverage
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 4 PREVIEW Sponsor Recall and Appreciation VERSION
Sponsor recall Sponsor recall (top 3 unaided among those who could recall sponsors)
87%
26%
24%
15%
14%
Could recall at least one sponsor 13% Could not recall any sponsors 12%
Extent to which brands and corporate sponsors enhanced experience 10%
9% Did not enhance 6%
Greatly 4% enhanced 4% Somewhat enhanced 3%
2%
1%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 5 PREVIEW Activation Evaluations VERSION
Vans Store and Village
PARTICIPATION RANKING 1
ENHANCEMENT RANKING
PARTICIPATION Entered exhibit Saw from outside Did not see
ACTIONS TAKEN (among those who entered) Visited Vans Official Store
Took photos with Vans backdrop
Purchased Vans merchandise
Saw or met celebrity athletes
Visited Welcome Center
Played outdoor games and activities Received free Vans merchandise Visited House of Vans DIY workshop Played in family sandcastle area EXTENT ENHANCED EVENT EXPERIENCE (among those who entered)
Greatly enhanced
Somewhat enhanced
Did not enhance
MORE LIKELY TO PURCHASE BRAND THAN BEFORE THE EVENT (among those who entered) Yes
No
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 6 PREVIEW Activation Evaluations VERSION
World Surf League Hydro Flask Clif
PARTICIPATION RANKING 2 3 4
ENHANCEMENT RANKING
PARTICIPATION Entered exhibit Saw from outside Did not see
ACTIONS TAKEN (among those who entered) Purchased merchandise Looked at Hydro Flask Received merchandise complimentary Clif bar
Played bag toss game Used water filling station Saw or met athletes Entered contest Took photo with artistic to win surfboard Saw or met athletes backdrop
Played bowling game
EXTENT ENHANCED EVENT EXPERIENCE (among those who entered)
Greatly enhanced
Somewhat enhanced
Did not enhance
MORE LIKELY TO PURCHASE BRAND THAN BEFORE THE EVENT (among those who entered)
Yes Yes Yes
No No No
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 7 PREVIEW Activation Evaluations VERSION
Jeep D’Angelico New York G-SHOCK
PARTICIPATION RANKING 5 6 7
ENHANCEMENT RANKING
PARTICIPATION Entered exhibit Saw from outside Did not see
ACTIONS TAKEN (among those who entered) Took photos of vehicles Watched Open Mic Looked at G-SHOCK performance products
Spoke with representative Looked at or tried Played toss game instruments to win watch
Sat in vehicle Entered contest to Watched live events win a guitar on screen Registered for free Jeep gift Saw or met athletes
EXTENT ENHANCED EVENT EXPERIENCE (among those who entered)
Greatly enhanced
Somewhat enhanced
Did not enhance
MORE LIKELY TO PURCHASE BRAND THAN BEFORE THE EVENT (among those who entered)
Yes Yes Yes
No No No
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 8 PREVIEW Activation Evaluations VERSION
Lifeproof Frontier Communications Michelob Ultra
PARTICIPATION RANKING 7 9 10
ENHANCEMENT RANKING
PARTICIPATION Entered exhibit Saw from outside Did not see
ACTIONS TAKEN (among those who entered) Looked at Lifeproof Watched entertainment on Visited Surf Deck phone cases screens Cooled off with Received painted vinyl record Tried or watched Fit Crawl giant mist fans activities
Used photo kiosk Consumed Michelob Ultra
Posted photo for Received Michelob Ultra chance to win merchandise
Used charging stations Used photo kiosk
Wrote with chalk on giant smartphone
EXTENT ENHANCED EVENT EXPERIENCE (among those who entered)
Greatly enhanced
Somewhat enhanced
Did not enhance
MORE LIKELY TO PURCHASE BRAND THAN BEFORE THE EVENT (among those who entered)
Yes Yes Yes
No No No
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 9 PREVIEW Beverage Consumption VERSION
Purchased at event Average daily Type of liquor or spirits consumed most Beverages consumed on-site Percentage consumption (among those who consumed liquor or spirits) consumed at event (among consumers)
Bottled water
43% Beer
Coffee or coffee drinks 13%
Energy drinks 13% Soda
9% Juice
Liquor or spirits 9%
Wine or wine coolers
0% Other beverages
0%
13%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 10 PREVIEW Product Ownership and Use VERSION
Product ownership Products purchasing within next 30 days
Fast food Smart phone
Car or light truck Beer
Bicycle Soda or soft drink
Surfboard Liquor or spirits
Skateboard Airline ticket Home or auto insurance
Energy drink Dog or cat
House or condo Cigarettes
Vacation home or cottage Vaping e-liquid
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 11 PREVIEW Vehicle Preferences VERSION
Vehicle ownership Type of vehicle driven (among owners)
23%
20%
13%
11%
9%
6%
6%
5% Own car or light truck Do not own 4% 1%
Total vehicles 2%
Total cars Total SUVs Total pickup trucks Total other
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 12 PREVIEW Brand of Vehicle Driven (among owners) VERSION
19% 12% 9% 8% 7% 5% 4% 4% 3% 3% 2% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% Total Japanese 1% Total European 1% Total FCA 1% Total Ford-Lincoln 1% Total General Motors 1% Total Korean 1% 3% Total other
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 13 PREVIEW Telecommunications Brand Preferences VERSION
Smart phone or tablet used most often (among owners) Wireless service provider (among users)
78% 35%
27% 16%
21% 2%
9%
1%
4%
1% 1%
1% 1%
1% 2%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 14 PREVIEW Beverage Brand Preferences VERSION
Beer brand drink most often (among beer drinkers) Preferred liquor or spirits brand (among liquor drinkers)
12% 11% 11% 9% 10% 8% 8% 9% 7% 6% 7% 4% 6% 3% 5% 3% 5% Total 3% 4% other Total 2% 3% vodka 1% 3% Total 1% 2% tequilla Total 2% 1% whisky or 2% bourbon 1% 1% 1% 1% 6% 1% 26% 15%
Soda brand drink most often (among soda drinkers) Preferred energy drink brand (among energy drink consumers)
42% 51% 14% 8% 24% 6% 6% 15% 6% 3% 3% 2% 0% 2% 2% 0% 2% 2% 0% 1% 7% 4%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 15 PREVIEW Other Brand Preferences VERSION
Bank use most often Auto insurance company
23% 30% 12% 18% 11% 16% 11% 4% 8% 3% 5% 2% 4% 2% 3% 1% 3% 1% 1% 1% 1% 1% 1% 1% 1% 1% 27% 8%
Preferred US airline (among those flying within 30 days) Preferred cigarette brand (among smokers)
21% 39%
20% 21%
15% 4%
12% 4%
12% 4%
7% 0%
7% 0%
4% 0%
1% 0% 1% 29%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 16 PREVIEW Demographics of Attendees VERSION
Male Female
Age categories Occupation
Student Under 16 Sales/business/management 16-20 Self-employed Service/restaurant/retail 21-25 Health care 26-30 Professional Teacher/professor 31-35 Office/clerical 36-40 Consultant/specialist High-tech/Internet 41-45 Labor/factory/construction 46-50 Government Unemployed 51-55 Police/fire/military Social work 56-60 Note: ages and genders include Homemaker respondent plus all members Over 60 of their group Retired Other
Current living situation Ethnicity Household income (before taxes)
Caucasian or White (non-Hispanic) Single - with parents Under $49,999 Hispanic Single - on own/with roommates $50,000-$74,999 Asian Single - with children $75,000-$99,999 Native American Couple - no children $100,000-$149,999 South Asian Couple - with children $150,000-$199,999 African-American or Black Couple - children grown $200,000-$299,999 Middle Eastern Other $300,000 or over Other
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 17 PREVIEW Tourism and Economic Impact VERSION
Place of residence (among non-locals) Estimated attendance
88%
Total person-visits 4% (from published attendance) 1%
1% Average visits per person 1%
1%
Estimated unique attendees 3% 1%
Total locals Transportation to region (among non-locals) (Huntington Beach or Orange County)
Personal or private vehicle Total non-locals (outside Huntington Beach or Orange County) Rental vehicle Air Bus Estimated unique attendees Other
Accommodations in region (among non-locals) Average nights stayed (all non-locals) Private home Vacation home, condo, or Airbnb Attendee hotel/motel room nights Camping Hotel or motel Did not stay overnight
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 18 PREVIEW Economic Impact of Attendees VERSION
Spending by non-local attendees Spending by local attendees Total spending by non-locals (not economic impact) Shopping and retail Shopping and retail Economic impact (Industry output) Restaurants outside event site Restaurants outside event site Accommodations Concessions at event site Direct and indirect Parking, fuel, and repairs Retail clothing Induced Groceries Parking and fuel Retail clothing Ride share services Total employment supported (full-year job equivalents) Other entertainment Public transit or taxis
Concessions at event site Total spending by locals Total taxes supported Car rentals Federal Public transit or taxis Ride share services State Total spending by non-locals Local
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 19 PREVIEW Comments from Attendees VERSION
“A little more public shade would have been nice. Most of the the shade was VIP.” “Love the Vans giveaways, lunch, games, mechanical surfboard, BMX stunts, and artists!”
“Everything was awesome. I wish there were a few more places to grab a beer.” “Loved the Hydro Flask water filling station. Also the free hot dogs and snow cones.”
“Free samples of Monster or Red Bull and more giveaways would be great!” “Maybe one year we can bring back some concerts on the beach.”
“Give away more free stuff like in the ‘90s.” “Since Vans took over from Hurley it doesn’t seem as big and fun. Sorry!”
“Give us a discount on Airbnb!” “Super mellow year. I got to experience VIP which was awesome.”
“Gnarly event! Definitely going again next year.” “The public grandstands need to be next to the pier to provide a surf stadium feel.”
“Great energy. Most surfers are really nice, classy people.” “The US Open doesn’t just bring people to the beach. It transforms the social aspects of the entire downtown Huntington Beach area.”
“I was stoked that Vans took sponsorship of this event. It was a match made in heaven.” “The Vans US Open is a reunion for me and many friends on an annual basis. I bought my first pair of Vans after attending in 2013!”
“I wish they’d bring back beach concerts like we used to have when Hurley/Nike “We look forward to this every year. And are thankful to bring the family to something sponsored the event.” we can afford.”
“Love the amount of law enforcement officers. Kept it calm.” “Would have liked a wicker hat with ‘US Open’ on it. Only had ‘Vans’.”
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 20 PREVIEW Methodology VERSION
Enigma Independent Event Audits provide unbiased data for senior Verification marketers. Leading event marketing brands subscribe to confidential reports. Event promoters and marketing agencies are not involved in Skill-testing questions at end of survey verify actual attendance the data collection. Unauthorized copying or distribution is strictly Names and email addresses of respondents collected prohibited. Subscribers may request skill-testing response data or email lists for independent verification Survey technique
Survey method Unbiased, online post-event survey About Enigma Research Corporation® World’s leading event research firm Field dates One week commencing Sunday evening Approximately 1000 events surveyed since 1993 Sampling Proprietary algorithm featuring targeted Offices in New York, Toronto, and Santa Monica method pay-per-click ads and other databases
Sample size Approximately 600 respondents Other Enigma Independent Event Audits
Incentive for $200 Visa gift card No list of events is publicly distributed. Consultants must be respondents contacted for a list of scheduled events.
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 21