PREVIEW Titles VERSION ENIGMA INDEPENDENT EVENT AUDITS ENIGMA INDEPENDENTUnbiased Intelligence EVENT for SeniorAUDITS Marketers Unbiased Intelligence for Senior Marketers

2017 500 2016 STATE FAIR OFIndianapolis, Dallas, Texas

May 28, 2017

September 30-October 23, 2016 P2 Highlights P3 Event Experience P4 Sponsor Recall and Appreciation P5 Activation Evaluations PageP8 2:Beverage ActivationHighlights Evaluations P9 Beverage Consumption PageP10 3-Product4: andEvent Brand ExperiencePreferences CONFIDENTIAL PageP16 5-Demographics8: Sponsors and Activations For paid subscribers only. P17 Tourism and Economic Impact Unauthorized duplication or sharing strictly prohibited. PageP19 9-Comments12: Auto and Methodologyand 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

Favorite drivers Most recalled sponsors

1 Helio Castroneves (3) 1 Wireless 2 (10) 2 Penngrade 3 (29) 3 Fuzzy’s Vodka

Most visited brand activations Top beverages purchased on-site

1 1 Beer 2 Firestone 2 Soda 3 3 Bottled water

Most appreciated brand activations Top preferred brands of attendees

1 Nerf Nitro Kids Zone Wireless services: Verizon 2 Disney Vehicle: Chevrolet 3 Crown Royal Liquor: Fuzzy’s Vodka

Least visited brand activations Tourism and economic impact

1 Advance Auto Parts Percentage non-local: 67% 2 Nerf Nitro Kids Zone Estimated hotel room nights: 118,300 3 Disney Estimated economic impact of attendees: $146.5M

Most popular features within brand activations Best attendee comments “IMS is one of the most special places on earth! The race gets better every year! 1 Yamaha boats and personal watercraft IndyCar is the best product in racing!” “Our group consisted of 18 people ranging from one rookie to people attending 2 Crown Royal Wall of Gratitude their 42nd race in a row.” 3 Disney Junior Race Car “I do support brands that sponsor IndyCar and its teams. It weighs heavily on my buying decisions.”

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 2 PREVIEW Event Experience VERSION

Indianapolis 500 experiences (aided) Favorite driver at (aided)

Indianapolis 500 Helio Castroneves (3)

Miller Lite Carb Day Concert Tony Kanaan (10) Fernando Alonso (29) races Ed Carpenter (20) Practice (9) Qualifying (15)

Tailgating at or around event Marco (27) (98) Legends Day and concert (2) USF2000 races (5) Pro races (26)

Camping at event Ryan Hunter-Reay (28) (12) VIP or corporate hospitality (22) Snake Pit Experienced JR Hildebrand (21) Favorite Other

Event ratings excellent good fair poor

Quality of entertainment Variety of entertainment Value for admission price Cleanliness Variety of Quality of food and beverage food and beverage

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 3 PREVIEW Sponsor Recall and Appreciation VERSION

Sponsor recall Sponsor recall (top 3 unaided among those who could recall sponsors)

30%

26%

24% 23%

18%

18% 13%

11%

11% Could recall at least one sponsor 10%

Could not recall any sponsors 10% 8% Extent to which brands and corporate sponsors enhanced experience 7% 7%

7% 5%

Did not Greatly 5% enhance enhanced 4% 4%

3%

3% Somewhat enhanced 3% 2%

2%

2%

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 4 PREVIEW Exhibit Evaluations VERSION

Chevrolet Firestone Honda

PARTICIPATION RANKING 1 2 3

ENHANCEMENT RANKING

PARTICIPATION Entered exhibit Saw from outside Did not see

ACTIONS TAKEN (among those who entered)

Looked at Corvette display Looked at race car display Looked at race cars on display

Looked at Indy 500 pace cars Looked at motorcycles or ATVs Received paper racing helmet Received free Chevrolet t-shirt Registered to win Honda Played electronic driving merchandise game Looked at part and accessory displays Received gift or merchandise Used photo kiosk Sat in vehicle Spoke with Honda representative Used charging station Took photo with car or driver Sat in vehicle

Used tattoo station Played Honda Forza Watched stage presentations driving game Played or watched driving video game Relaxed in lounge

Used charging station 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)

GM Owners All respondents Honda/Acura owners

Other brand owners Other brand owners

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 5 PREVIEW Exhibit Evaluations VERSION

Cooper Tires GEICO Yamaha

PARTICIPATION RANKING 4 5 6

ENHANCEMENT RANKING

PARTICIPATION Entered exhibit Saw from outside Did not see

ACTIONS TAKEN (among those who entered)

Looked at race car on display Looked at boats and Looked at Cooper Tires personal watercraft Received gift or merchandise Entered contest to win Received Cooper Tires bag Played contest to guess Waverunner of geckos Played or watched remote control cars Spoke with representative Looked at generators Watched GEICO stage presentation

Took photo with car or driver Used charging station

Saw or met driver

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)

All respondents GEICO customers Motorcycle, ATV, and UTV owners

Other customers Boat and RV owners

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 6 PREVIEW Exhibit Evaluations VERSION

Disney Nerf Nitro Kids Zone Advance Auto Parts

PARTICIPATION RANKING 7 8 9

ENHANCEMENT RANKING

PARTICIPATION Entered exhibit Saw from outside Did not see

ACTIONS TAKEN (among those who entered)

Looked at Disney Junior Played on inflatables Spun wheel to win prize race car

Participated in Mickey Played or watched driving Entered Speedperks program Meet & Greet video game for $20 off purchase

Received face painting, Used caricature or face helmet, or driver’s license painting stations Relaxed with family or friends

Received customized balloon roadster

Used coloring and licence plate activity

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)

All respondents All respondents All respondents

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 7 PREVIEW Beverage Activation Evaluations VERSION

Miller Lite bars Fuzzy’s Vodka Crown Royal

PARTICIPATION RANKING 1 2 3

ENHANCEMENT RANKING

PARTICIPATION Entered exhibit Saw from outside Did not see

ACTIONS TAKEN (among those who entered)

Purchased Miller Lite product Purchased Fuzzy’s Vodka Looked at Wall of Gratitude

Saw mini Crown Royal race car

Purchased other product Relaxed with family or friends Received free Crown Royal beverage sample Visited Overseas Troop Care Package display Relaxed with family or friends Purchased other products Received Crown Royal merchandise Watched race from Fuzzy’s Turn 2 Suites Used photo kiosk

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)

Miller preferred brand Fuzzy’s Vodka preferred brand Crown Royal preferred brand

Other preferred brand Other preferred brand Other preferred brand

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 8 PREVIEW Beverage Consumption VERSION

Tailgating and brought to venue Purchased from concessions Average Average Percentage Percentage Type of liquor or spirits consumed most Beverages consumed on-site consumed consumed (among those who consumed liquor or spirits) consumed at event consumed at event (among consumers) (among consumers)

Bottled water 43%

80% Beer 21% Soda 7%

Liquor or spirits 17%

4% Coffee or coffee drinks 6%

Energy drinks 3%

6% Juice 3%

Wine or wine coolers 1%

2% Other beverages

0% 0%

6%

1%

Tailgating and brought to venue Purchased from concessions

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 9 PREVIEW Product Ownership and Use VERSION

Product ownership Products purchasing within next 30 days

Car or light truck Fast food

Smart phone Beer

Home or auto insurance Soda or soft drink House or condo

Liquor or spirits Dog or cat

Energy drink Collector, hobby, or race vehicle

RV, boat, or camping trailer Airline ticket

Motorcycle, ATV, or side-by-side Cigarettes

Vacation home or cottage Vaping e-liquid

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 10 PREVIEW Vehicle Preferences VERSION

Vehicle ownership Type of vehicle driven (among owners)

22%

17%

12%

10%

9%

9%

7%

5% Own car or light truck 5% Do not own 3%

Total vehicles 1%

Total cars Total SUVs Total pickup trucks Total other

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 11 PREVIEW Brand of Vehicle Driven (among owners) VERSION

21%

18%

9%

7%

6%

5%

4%

3%

2%

2%

2%

2%

2%

2%

1%

1%

1%

1% 1% Total 1% Total Japanese 1% Total Ford-Lincoln 1% Total FCA 1% Total European 1% Total Korean 1%

4% Total other

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 12 PREVIEW Telecommunications Brand Preferences VERSION

Smart phone or tablet used most often (among owners) Wireless service provider (among users)

46% 54%

32%

33%

12%

5% 3%

4% 1%

1% 2%

1%

1%

1%

1% 3%

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 13 PREVIEW Beverage Brand Preferences VERSION

Beer brand drink most often (among beer drinkers) Preferred liquor or spirits brand (among liquor drinkers)

13% 20% 9% 18% 8% 15% 8% 7% 11% 6% 3% 4% 3% 3% 3% 2% 2% Total Total 1% 2% other whisky or 1% 2% bourbon 2% 1% 2% Total 1% 2% rum Total 1% 1% vodka 1% 1% 1% 1% 1% 1% 5% 1% 16% 21%

Soda brand drink most often (among soda drinkers) Preferred energy drink brand (among energy drink consumers)

32% 34% 11% 11% 33% 10% 7% 7% 6% 5% 2% 4% 3% 2% 2% 2% 2% 2% 1% 20% 4%

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 14 PREVIEW Other Brand Preferences VERSION

Bank used most often Auto insurance company

24% 14% 9% 11% 9% 6% 6% 7% 4% 4% 3% 4% 2% 4% 2% 3% 2% 3% 1% 3% 1% 3% 1% 2% 1% 2% 1% 1% 1% 1% 1% 1% 43% 20%

Preferred US airline (among those flying within 30 days) Preferred cigarette brand (among smokers)

46% 52%

22% 15%

15% 10% 7% 7% 5% 1% 2% 1% 1%

1% 1%

1% 13%

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 15 PREVIEW Demographics of Attendees VERSION

Male Female

Age categories Occupation

0-5 Sales/business/management 6-10 Professional 11-15 Labor/factory/construction Retired 16-20 Self-employed 21-25 Teacher/professor 26-30 Government 31-35 High-tech/Internet 35-40 Health care Service/retail/restaurant 41-45 Consultant/specialist 46-50 Police/fire/military 51-55 Office/clerical 56-60 Agriculture 61-65 Disability Student 66-70 Note: ages and genders include Homemaker 71-75 respondent plus all members Unemployed of their group Over 75 Other

Current living situation Household income (before taxes)

Single - with parents Under $49,999 Single - on own/with roommates $50,000-$74,999 Single - with children $75,000-$99,999 Couple - no children $100,000-$149,999 Couple - with children $150,000-$199,999 Couple - children grown $200,000-$299,999 Other $300,000 or over

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 16 PREVIEW Tourism and Economic Impact VERSION

Place of residence (among non-locals) Estimated attendance 45% 12% Total person-visits 9% 4% 4% Average visits per person 3% 3% 2% Estimated unique attendees 2% (from published attendance) 2% 14% Total locals Transportation to region (among non-locals) (Indianapolis Metropolitan Area)

Total non-locals (outside Indianapolis Metropolitan Area) Personal or private vehicle Air Estimated unique attendees Rental vehicle Other

Accommodations in region (among non-locals) Average nights stayed (all non-locals) Hotel or motel Private home Vacation home or condo Attendee hotel/motel room nights On-site camping Off-site camping Did not stay overnight

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 17 PREVIEW Economic Impact of Attendees VERSION

Spending by non-local attendees Spending by local attendees Total spending by non-locals (not economic impact) Admission tickets Admission tickets Economic impact (Industry output) Accommodations or camping Tailgating or outside food bev Restaurants outside event site Shopping and retail Direct and indirect Shopping and retail Restaurants outside event site Induced Tailgating or outside food bev Concessions at event site Parking, fuel, and repairs Parking and fuel Total employment supported (full-year job equivalents) Groceries Retail clothing Concessions at event site Ride share services Total taxes supported Other entertainment Public transit or taxis

Federal Car rentals Total spending by locals Retail clothing State Public transit or taxis Local Ride share services Total spending by non-locals

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 18 PREVIEW Comments from Attendees VERSION

“Concessions need to get more creative. They need to serve breakfast at the track. “Stop blacking out the Indianapolis market. The younger kids in the area need to We all get there super early!” grow up watching it.”

“Continue building the village atmosphere around the speedway.” “Stop the Snake Pit music fest. It’s loud and takes away from the race.”

“Food was better before you went gourmet. The sandwiches were ‘over-produced’.” “The facility gets better every year! We drive 1100 miles to get to the race and love it.”

“I do support brands that sponsor IndyCar and its teams. It weighs heavily on my buying decisions.” “The race is my #1 annual event and Indy is a great place to live, work, and raise a family.”

“I love Indy! I’d give up season tickets for the Colts to have good seats at the “The vocalists and music this year were super. Military demo from 101st excellent. Indy 500 any day!” Great race!”

“I love the Indy 500. Ticket holder 28 years and recently got a tattoo related to “This was a bucket list event for my father-in-law who has cancer. He wasn’t feeling too IMS at age 66.” good that day but still had the time of his life.”

“I work for a small race team. The Indianapolis 500 has been a big part of my family for over 60 years.” “This year was my 57th straight Indy 500. I hope to make many more. My first was 1960.”

“IMS is one of the most special places on earth! The race gets better every year! IndyCar “Took my fiancé to her first Indy 500 ever! She thought she wouldn’t like the racing or is the best product in racing!” the crowd but she absolutely loved both!”

“Our group consisted of 18 people ranging from one rookie to people attending their “Try to broaden the marketing to more regions. Nobody in California knows what this 42nd race in a row.” event is anymore but when I bring people with me they love it.”

“Please continue to tighten security on race day. I would like to see metal detectors.” “When I am there it is 100% for the racing. The only thing I do before the race is stand by garage area and tell my wife everything that has happened in the past.”

CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 19 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 1200 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 20