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Natural Selection + Jackson Hole Travel & Tourism NATURAL SELECTION + JACKSON HOLE TRAVEL & TOURISM BOARD PARTNERSHIP FRAMEWORK November 1, 2020 Overview: Launching in early February 2021, the Natural Selection Tour will represent the most elite snowboard competition where “Mother Nature is the Main Character.” Led by renowned snowboarder Travis Rice, the Natural Selection Tour features the world’s greatest men and women snowboarders competing on the planet’s most epic terrain in all-time conditions. The Natural Selection Tour will inspire its audience to get outdoors and forge a stronger bond with nature. The Natural Selection Tour appreciates the opportunity to explore partnership opportunities with like-minded brands, providing a relevant and authentic marketing platform to connect with the outdoors community. Natural Selection Core Values: 1. Innovation 2. Performance 3. Community 4. Sustainability 5. Education 2021 Events Schedule: • Jackson Hole – February 3 - 9 • Baldface, British Columbia – February 21 - 28 • Tordrillo Mountains, Alaska – March 20 - 28 Management Team: Travis Rice, Natural Selection Tour Founder. Carter Westfall, CEO. Liam Griffin, COO. Circe Wallace, Executive Producer. Chris Jerard, Media & Digital Strategist. Jeff Pensiero, Mountain Ops. Audience: Average Age: 18-45 Gender: 57% male Household Income: $100K+ Consumer Attributes: Social Techies Global Mindset Performance Adventure Conscious Driven Introspective Fun Seekers Curious Global Market: Estimated 130M global winter sports participants, 30M+ in the U.S. per recent independent research reports. Winter sports equipment is over $2B in North 1 America & Europe. Asia is poised for growth, with Japan & South Korea established & China rapidly growing in the lead up to the Beijing 2022 Winter Olympics. Distribution: Natural Selection is partners with Red Bull Media House to distribute a live stream and post-event 90-minute condensed shows for distribution across all of Red Bull Media House social and digital platforms. In addition, Red Bull Media House will distribute a Natural Selection Tour 90 - 120 minute show for linear (Red Bull Signature Series on Fox). Natural Selection Tour and Red Bull Media House’s shared goal is to maximize a global audience across multiple forms of live and original content. Production: Uncle Toad’s Media Group will produce the Tour broadcast, a group of creative storytellers who produce culturally relevant live broadcasts, captivating storylines, and beautiful images. UTMG has experience in the mountains and with Natural Selection’s direction, will set a new standard for innovation within action sports production and content. Public Relations: Lora Bodmer and Deep Communications will oversee PR for the Natural Selection Tour, leveraging years of experience working with Travis Rice and team on both film projects such as The Art of Flight and The Fourth Phase, as well as Supernatural and UltraNatural events. Deep Communications will ensure global engagement across both core and mainstream media outlets. PARTNERSHIP TIERS OPTION 1: OFFICIAL PARTNER OF NATURAL SELECTION JACKSON HOLE INVESTMENT: $300,000 Overview: JHTTB to become the Official Tourism Partner of the Natural Selection Jackson Hole event. Marketing Rights: • “Official Tourism Partner of the Natural Selection Jackson Hole” designation • Use of stand-alone Natural Selection Tour logo and IP in communications • Use of approved Natural Selection event imagery and content • Brand integration / recognition in all relevant Natural Selection communications Event On-Site Brand Integration: Natural Selection strives to keep the competition venue and surrounding area ‘clean,’ however open to collaborating on ‘authentic’ on-site brand integration. JHTTB would receive equal on-site presence to that of other Official Partners. Elements may include the following: • Start and finish flags, banners, gates • Athlete bibs • Post-race athlete media / celebration area Branded Content: Natural Selection will work with JHTTB to develop stand-alone digital content for use on 2 all platforms both inside and outside of the broadcast • One (1) :30 - :60 short-form content tailored to promote event entitlement o NOTE: NST open to discuss specs of edits that work best for JHTTB Digital Media Plan: Natural Selection will provide JHTTB with a digital media plan that will authentically promote JHTTB via its social media accounts, website and outdoors media partners to engage core and outdoor enthusiast audiences: • Target of 2,000,000 impressions • One (1) social media post / month to promote joint positioning • “Stay Wild” and responsible tourism messaging • Organic Natural Selection Tour posts that include JHTTB integration Jackson Hole Live Webcast Brand Integration: • One (1x) :60-90 sec custom in-show feature showcasing the JHTTB authentically adding to event storytelling • Red Bull TV :15 second commercial inventory (Live + 7 Days Replay) o :15 sec mid-roll o Run in equal rotation with other event partners (SOV – 15%) o Creative supplied by partner • Red Bull YouTube Channel :15sec commercial inventory (Live + 7 Day Replay) o 15sec pre-roll o Run in equal rotation with other event partners (SOV – 15%) o Creative supplied by partner • Additional authentic JHTTB brand integration / product placement • Audio Host mentions throughout the live webcast Jackson Hole 90 Minute Highlight Show Natural Selection will deliver JHTTB with a media rights package for in-show of the Jackson Hole 90 minute highlight show • One (1x) :60-90 sec custom in-show feature showcasing the JHTTB authentically adding to event storytelling • Red Bull TV :15 second commercial inventory o :15 sec mid-roll o Run in equal rotation with other event partners (SOV – 15%) o Creative supplied by JHTTB • Red Bull YouTube Channel :15sec commercial inventory o :15 sec pre-roll o Run in equal rotation with other event partners (SOV – Pending) o Creative supplied by JHTTB • Additional authentic JHTTB brand integration / product placement • Audio Host mentions throughout the live webcast 3 Natural Selection Tour Linear Highlight Show (Linear Broadcast – FOX) • One (1x) :60-90 sec custom in-show feature showcasing the JHTTB authentically adding to event storytelling • 1 x :30 sec commercial units during Fox broadcast o Creative supplied by JHTTB § Fox creative submissions to be sent with partner guides • Additional authentic JHTTB brand integration / product placement • Audio Host mentions throughout the live webcast Post-Event Highlight Content with JHTTB Brand Integration • (1) :30 - :60 sec custom highlight clip showcasing JHTTB • Target of 1,000,000 impressions OPTION 2: OFFICIAL SUPPLIER OF NATURAL SELECTION JACKSON HOLE INVESTMENT: $150,000 Overview: JHTTB to become the Official Tourism Supplier of the Natural Selection Jackson Hole event. Marketing Rights: • “Official Tourism Supplier of the Natural Selection Jackson Hole” designation • Use of stand-alone Natural Selection Tour logo and IP in communications • Use of approved Natural Selection event imagery and content • Brand integration / recognition in all relevant Natural Selection communications Event On-Site Brand Integration: Natural Selection strives to keep the competition venue and surrounding area ‘clean,’ however open to collaborating on ‘authentic’ on-site brand integration. JHTTB would receive equal, group signage on-site presence with other Official Suppliers. Branded Content: • One (1) :30 - :60 short-form content tailored to promote event entitlement o NOTE: NST open to discuss specs of edits that work best for JHTTB Digital Media Plan: Natural Selection will provide JHTTB with a digital media plan that will authentically promote JHTTB via its social media accounts, website and outdoors media partners to engage core and outdoor enthusiast audiences: • Target of 1,000,000 impressions • One (1) social media post / month to promote joint positioning • “Stay Wild” and responsible tourism messaging • Organic Natural Selection Tour posts that include JHTTB integration Jackson Hole Live Webcast Brand Integration: 4 • One (1x) :60-90 sec custom in-show feature showcasing the JHTTB authentically adding to event storytelling Jackson Hole 90 Minute Highlight Show • One (1x) :60-90 sec custom in-show feature showcasing the JHTTB authentically adding to event storytelling Natural Selection Tour Linear Highlight Show (Linear Broadcast – FOX) • One (1x) :60-90 sec custom in-show feature showcasing the JHTTB authentically adding to event storytelling Post-Event Highlight Content with JHTTB Brand Integration • (1) :30 - :60 sec custom highlight clip showcasing JHTTB • Target of 1,000,000 impressions VIEWERSHIP & ENGAGEMENT COMPS Burton US Open Viewership (RB TV, YouTube, Facebook: Live + 7 Days): 2019 2020 % + Video Views 1.0MM 1.8MM 68% Total Minutes Watched 12MM 11MM -7% Avg. Min / View (RB TV) 20:32 23:44 16% Red Bull Rampage Final Total Viewership (RB TV, YouTube, Facebook: Live + 7 Days): 2017 2018 % + Video Views 4.0MM 6.9MM 73% Total Minutes Watched 41.5MM 91.4MM 120% Avg. Min / View 10:24 13:15* 26% *our assumption for 2018 based on Total Time / Video Views Volcom Pipe Pro Surfing - Red Bull 2018 Video Views 7.1MM Total Viewers 5.4MM* *excludes YouTube Total Minutes Watched 41.4MM Avg. Min / View 5:50* *NST assumption based on Total Min / Video Views Global Participation Estimates Global US • Surfing: 23MM 3MM • Mountain Biking 30MM 9MM • Skiing & Snowboarding* 125MM 30MM (Europe 60M, Asia-Pac 25M) *Source: Snowsports Industries America 2018 Participation Report and the 2018 International Report on Snow and Mountain
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