Titles ENIGMA INDEPENDENT EVENT AUDITS ENIGMA INDEPENDENTUnbiased Intelligence EVENT for SeniorAUDITS Marketers Unbiased Intelligence for Senior Marketers
2016 CAPITAL ONE ORANGE BOWL 2016 STATE FAIR OF Miami, TEXAS Florida Dallas, Texas
December 30, 2016
September 30-October 23, 2016 P 2: Highlights P 3: Event Experience P 5: Sponsor Recall and Appreciation P 6: Brand Activation Evaluations PageP 9: 2: TailgatingHighlights P 10: Beverage Consumption PageP 11:3 - 4: ProductEvent and ExperienceBrand Preferences CONFIDENTIAL PageP 17:5 - 8: DemographicsSponsors and Activations For paid subscribers only. P 18: Tourism and Economic Impact Unauthorized duplication or sharing strictly prohibited. PageP 20:9 - 12: CommentsAuto and MethodologyTruck 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 Highlights
Most popular reasons for attending Most popular tailgating foods
1 To support one of the teams 1 Snacks 2 Enjoy college football 2 Sandwiches 3 Enjoy the Bowl Game atmosphere 3 Chicken or wings
Most popular feature attractions Top beverages consumed on-site
1 DNCE Halftime Show 1 Beer 2 Capital One Orange Bowl Fan Fest 2 Liquor 3 Alumni VIP parties 3 Bottled or boxed water
Most recalled sponsors Most popular brands used
1 Capital One Bank: Bank of America 2 Chick-fil-A Beer: Budweiser or Bud Light 3 Hard Rock Auto insurance: GEICO
Brand activations with highest participation Tourism and economic impact
1 Chick-fil-A card Percentage non-local: 40% 2 Capital One Fan Fest Estimated hotel room nights: 8,700 3 Dos Equis bars Estimated impact of non-locals: $56.7M
Most appreciated brand activations Best attendee comments “It was the best football game I’ve ever attended and all the little extras 1 Capital One Fan Fest were awesome.” 2 Dos Equis bars “It was very nice that Capital One provided back packs and Chick-fil-A provided gift cards.” 3 Ticket Galaxy tent “Miami is the best city on planet.”
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 2 Event Experience
Reasons for attending the show (aided) Likelihood to attend Bowl Game if team playing
To support one 97% 1% of the teams 94% 3% 69% Enjoy college football 5% 3% Enjoy the Bowl Game 56% atmosphere 1% To socialize with 45% 48% friends and family 1% 43% 34% For tailgating 1% Enjoy all types of 24% sports events 0% 9% To visit the Fan Fest 0% To express myself 7% with clothing, signs, etc. Very likely to attend regardless of location 0% Very likely to attend if within a few hours drive To people-watch 6% Very likely to attend only if in Miami 0% To visit brand and 3% One of reasons Somewhat likely to attend corporate sponsor displays 0% Main reason Unlikely to attend
Team supported at game
1% 19%
80% Florida State Seminoles Michigan Wolverines Both
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 3 Event Experience
Feature attractions experienced
DNCE Halftime Show 84%
Capital One Orange Bowl Fan Fest 46%
Alumni VIP parties 7%
Orange Bowl Downtown Countdown (New Year’s Eve) 3%
AvMed Orange Bowl Coaches Luncheon 2%
Orange Bowl Prayer Breakfast 1%
Orange Bowl International Youth Regatta 1%
Event ratings excellent good fair poor
1% 6% 1% 3% 2% 2% 6% 10% 18% 14% 16% 26% 36% 32% 49% 38% 67% 45% 41% 48% 41% 48% 50%
Quality of entertainment Cleanliness Variety of entertainment Value for Variety of Quality of admission price food and beverage food and beverage
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 4 Sponsor Recall and Appreciation
Sponsor Recall Sponsor recall (top 3 unaided among those who could recall sponsors)
Capital One 84% No 4% Chick-fil-A 49%
Hard Rock 19%
Budweiser 13%
Nike 9% Yes Taco Bell 6% 96% Dos Equis 6%
Could name at least one sponsor American Airlines 5% Could not name any sponsors Dr Pepper 5%
Extent to which brands and sponsors enhanced experience ESPN 5% Coca-Cola 3%
Allstate 3% Greatly enhanced Pepsi-Cola 3% Did not 22% enhance AT&T 2% 37% Ford 2%
Somewhat Bacardi 1% enhanced 1% 41% DirecTV FedEx 1%
Gatorade 1%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 5 Brand Activation Evaluations
Chick-fil-A Card Participation: 1 of 5 RANK Enhancement: 4 of 5 20% 2%
78%
Noticed at seat and looked at it Noticed but did not look Did not notice
Actions taken or plan to take (among those who looked at card)
Plan to use promotional card 70%
Used promotional card 26%
Plan to download Chick-fil-A app later 14%
Downloaded Chick-fil-A app 8%
Extent enhanced event experience More likely to purchase from Chick-fil-A (among those who entered) before game (among those who entered)
Greatly Fast food consumers Non-consumers Did not enhanced enhance 23% No 33% Somewhat 32% No Yes 43% Yes enhanced 68% 57% 44%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 6 Brand Activation Evaluations
Capital One Fan Fest Dos Equis Bars Participation: 2 of 5 Participation: 3 of 5 RANK RANK Enhancement: 1 of 5 Enhancement: 2 of 5 8% 30% 32% 26% 66% 38%
Entered activation Made a purchase Saw from outside Saw but did not make purchase Did not see Did not see
Activities participated Pre-game entertainment experienced (among those who entered) (among those who entered) Purchases at bars (among those who made purchases)
Experienced food trucks 60% Took photo with Capital One Orange Bowl trophy 33% Watched Florida State 65% Purchased Dos Equis 63% Experienced other Capital One Band and Cheerleaders activities (Jib jab, face spray, etc.) 25% Watched Michigan 40% Purchased Heineken 30% Played Capital One football games Band and Cheerleaders (Quarterback, Received, Combine, etc.) 21% 38% Watched Cole Swindell concert Purchased bottled water Played other Capital One sports-related 22% games (baseball, lacrosse, etc.) 14% Saw large team logo 26% theme paintings by artists Purchased other item Experienced face painting, 12% 4% balloon artists, or caricaturists Watched other stage shows 14% Experienced cllimbing wall, 11% Experienced Kids’ Zone 8% Relaxed in Dos Equis lounge area 4% zip line, trampoline, etc. Played mobile video game truck 6%
Extent enhanced event experience More likely to do business with Capital One Extent enhanced event experience More likely to purchase Dos Equis (among those who entered) than before game (among those who entered) (among those who entered) than before game (among those who entered)
Did not Capital One customers Other bank customers Did not Prefer Dos Equis Prefer other brand enhance enhance 11% 11% Greatly Greatly Somewhat No enhanced enhanced 25% Somewhat Yes No Yes enhanced 51% No Yes 43% 38% 48% 52% enhanced 100% 44% 56% Yes 46% 75%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 7 Brand Activation Evaluations
Ticket Galaxy Tent Lumber Liquidators Participation: 4 of 5 Participation: 5 of 5 Tailgate Tour RANK RANK Enhancement: 3 of 5 4% Enhancement: 5 of 5 3% 19% 14%
77% 83%
Entered activation Entered activation Saw from outside Saw from outside Did not see Did not see
Activities participated (among those who entered) Activities participated (among those who entered)
Took photos with football helmets 50% Spun wheel for a chance to win 63% Entered draw to win football tickets or renovations 40%
Received ACC gift or prize 30% Entered draw to win tickets to a 2017 Bowl Game 30% Played bag toss game 25%
Spoke with representative about flooring 10% Learned something new about Ticket Galaxy 30% Entered trailer to see flooring samples 0%
Extent enhanced event experience More likely to purchase from Ticket Galaxy Extent enhanced event experience More likely to purchase from Lumber Liquidators (among those who entered) than before game (among those who entered) (among those who entered) than before game (among those who entered)
Did not Locals Non-locals Greatly House or condo owners Non-owners enhance Did not enhanced 19% Greatly 19% enhanced enhance 34% 36% Somewhat No Somewhat No Yes enhanced No Yes 33% 43% Yes enhanced 31% 46% 42% 58% No 57% 45% Yes 67% 69%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 8 Tailgating
Types of food consumed during tailgating (among tailgaters)
Snacks (popcorn, chips, etc.) 74%
Sandwiches 51%
Chicken or wings 42%
Side dishes or salads 42%
Steaks or burgers 29%
Desserts 25% Tailgating participation
Ribs or pulled pork 14%
Healthy or vegetarian alternatives 12% 29% 39% Prepared food from restaurant chain 10%
Prepared food from Chick-fil-A 7% 2%
30% Seafood or fish 4%
Mexican food 3% Basic tailgating (cold food, snacks, etc.)
Extensive tailgating (BBQ, tents, games, etc.) Prepared food from Taco Bell 1% RV tailgating Other food Did not tailgate 17%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 9 Beverage Consumption
Tailgating On-site Purchases Percentage Average Percentage Average Beverages consumed on-site Type of liquor or spirits consumed most on-site consumed consumed consumed consumed (among those who consumed liquor or spirits) on-site at event on-site at event (among consumers) (among consumers)
Beer 90% 3.2 58% 2.7 42% Vodka 46% Liquor or spirits 66% 2.4 20% 2.3 24% Whisky 19% Bottled or boxed water 58% 2.3 33% 1.7 15% Rum 20% 53% 1.5 34% 1.5 Soda or soft drinks 8% Bourbon 5% 24% 1.7 3% 1.7 Wine or wine coolers 6% Tequila 2% Energy drinks 11% 1.3 2% 1.7 1% Cognac 1% Juice 11% 1.4 1% 1.6 1% Gin 2% Coffee or coffee drinks 2% 1.2 3% 1.6 4% Tailgating Other 5% On-site purchases Other beverages 7% 2.0 5% 1.3
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 10 Product Ownership and Use
Product ownership Products purchasing within next 30 days
Smart phone 95% Fast food 65%
Beer 64% Car or light truck 94%
Soda or soft drink 59%
Home or auto insurance 80%
Liquor or spirits 57%
Dog or cat 60% Airline ticket 30%
Mobile phone services House or condo 54% 23%
Energy drink 18% Vacation home or cottage 8%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 11 Vehicle Preferences
Vehicle ownership Type of vehicle driven (among owners)
6% Mid-size car 20% Full-size SUV 17%
Full-size car 12%
Compact or sport-compact car 12%
Crossover SUV 10%
94% Compact SUV 10%
Full-size pickup truck 9%
Sports car or convertible 5% Own car or light truck Minivan or van 2% Do not own Compact pickup truck 2%
Total Vehicles Other 1%
3% 11%
49%
37% 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 Brand of Vehicle Driven (among owners)
Chevrolet 10% Toyota 9% Ford 9% Honda 8% 9% Hyundai 6% Nissan 5% 10% Mazda 5% Volkswagen 5% 39% Lexus 4% Dodge 4% 10% Jeep 4% Mercedes-Benz 3% BMW 3% 16% Kia 3% Acura 3% 16% Infiniti 2% Chrysler 2% Cadillac 2% Buick 2% GMC 2% Audi 1% Mitsubishi 1% Total Japanese Lincoln 1% Total General Motors Land Rover 1% Total European Subaru 1% Mini 1% Total Ford-Lincoln Scion 1% Total FCA Porsche 1% Total Korean Volvo 1%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 13 Telecommunications Brand Preferences
Smart phone or tablet used most often (among owners) Wireless service provider (among users)
Apple 79% AT&T 43%
Verizon 27% Samsung 16%
Sprint 17%
LG 2%
T-Mobile 11%
Google 2% Metro PCS 1%
Other 1% Other 3%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 14 Beverage Brand Preferences
Beer brand drink most often (among beer drinkers) Preferred liquor or spirits brand (among liquor drinkers)
Tito’s vodka 21% Budweiser or Bud Light 26% Grey Goose vodka 12% Independent or craft 11% Captain Morgan rum 9% Jack Daniel’s whisky 9% Corona 10% Crown Royal whisky 8% Blue Moon 9% Absolut vodka 7% Yuengling 9% Bacardi rum 6% Patrón tequila 3% Miller or Miller Lite 8% Total Fireball Cinnamon 2% other Michelob 6% Smirnoff vodka 2% 18% Total Heineken 5% Hennessy cognac 2% Total vodka Jameson irish whisky 2% rum Coors or Coors Light 4% 44% Hendrick’s gin 2% 15% Samuel Adams 3% Jim Beam bourbon 1% Total Dos Equis 2% Skyy vodka 1% whisky or bourbon Bulleit bourbon 1% 23% Natural 2% Don Julio tequila 1% Pabst Blue Ribbon 1% New Amsterdam vodka 1% Other major brand 4% Jose Cuervo tequila 1% Other 9%
Soda or soft drink brand drink most often (among soda drinkers) Preferred energy drink brand (among energy drink consumers)
Coca-Cola 36% Diet Coke 20% Red Bull 51% Dr Pepper 9% Coke Zero 9% Monster 28% Sprite 8% Pepsi-Cola 6% Rockstar 4% Mountain Dew 3% Canada Dry 2% NOS 1% Diet Mountain Dew 2% Xyience Xenergy A&W Root Beer 1% 1% Barq’s 1% Other 15% Diet Pepsi 1% Other 2%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 15 Bank, Insurance, and Airline Brand Preferences
Bank used most often Auto insurance company
GEICO Bank of America 26% 25% State Farm 17% Wells Fargo 17% Progressive 13% Allstate 12% SunTrust 14% USAA 9% J.P. Morgan Chase 12% AAA 4% esurance 2% PNC 9% Mercury 1% Citibank 3% Travelers 1% Liberty Mutual 1% TD Bank 2% Nationwide 1% Infinity P&C 1% USAA 2% Safeco 1% BB&T 2% Farmers 1% MetLife 1% Capital One 2% Amica 1% Other 11% Other 9%
Preferred US airline (among those flying within 30 days)
American Airlines 29%
Delta Air Lines 24%
JetBlue Airways 22%
Southwest Airlines 16%
Spirit Airlines 3%
Virgin America 2%
United Airlines 2%
Frontier Airlines 1%
Hawaiian Airlines 1%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 16 Demographics of Attendees
Male 43% Female 57%
Age categories Occupation
0-5 0% Professional 16% 6-10 1% Student 13% 11-15 3% Sales/business/management 13% Teacher/professor 12% 16-20 6% Health care 9% 21-25 17% Service/retail/restaurant 6% 26-30 14% Self-employed 5% 31-35 12% Government 4% Consultant/specialist 3% 35-40 10% Police/fire/military 3% 41-45 10% Retired 2% 46-50 8% Homemaker 2% Labor/factory/construction 51-55 7% 2% Office/clerical 2% 56-60 5% Social work 2% 61-65 4% High-tech/Internet 1% 66-70 1% Unemployed 1% Note: ages and genders include Agriculture 1% 71-75 1% respondent plus all members of their group Disability 0% Over 75 1% Other 3%
Current living situation Household income (before taxes)
Single - with parents 8% Under $49,999 22% Single - on own/with roommates 29% $50,000-$74,999 17% Single - with children 7% $75,000-$99,999 14% Couple - no children 14% $100,000-$149,999 21% Couple - with children 28% $150,000-$199,999 14% Couple - children grown 10% $200,000-$299,999 6% Other 3% $300,000 or over 6%
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 17 Tourism and Economic Impact
Place of residence (among non-locals) Estimated attendance Florida (Outside Miami Total person-visits 67,400 Metropolitan Area) 75% Michigan 6% (from published attendance) Georgia 3% Texas 2% California 1% South Carolina 1% Average visits per person 1.0 Pennsylvania 1% Virginia 1% North Carolina 1% Massachusetts 1% Estimated unique attendees 67,400 Other states 7% Outside United States 1%
Total locals 40,440 Transportation to Miami Metropolitan Area (among non-locals) (Miami Metropolitan Area) (60%) 1% 5% Personal or private vehicle Total non-locals 29,960 21% (outside Miami Metropolitan Area) (40%) Air Bus 73%
Estimated unique attendees 67,400 Rental Vehicle
Accommodations in Miami Metropolitan Area (among non-locals) Average nights stayed (all non-locals) 2.5 nights Private home 21% Hotel or motel 4% 39% Attendee hotel/motel room nights 8,700 Vacation home, condo, or AirBnB Other 36% Did not stay overnight
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 18 Economic Impact of Attendees
Spending by non-local attendees Spending by local attendees Total spending by non-locals $31.6M (not economic impact) Admission tickets $9,500,000 Admission tickets $12,900,000 Economic impact $56.7M (Industry output) Accommodations $6,800,000 Tailgating supplies $2,800,000 Restaurants outside stadium $3,000,000 Concessions at stadium site $2,000,000 Direct and indirect $47.4M Tailgating supplies $2,500,000 Parking and fuel $1,400,000 Induced $9.3M Groceries $2,200,000 Restaurants outside stadium $800,000 Other entertainment within region $1,800,000 Shopping and retail $800,000 Total employment supported 590 (full-year job equivalents) Concessions at stadium site $1,500,000 Retail clothing $300,000 Parking, fuel, and repairs $1,400,000 Ride share services $200,000 Total taxes supported $7.4M Shopping and retail $1,300,000 Public transit or taxis $100,000 $700,000 Federal $3.2M Car rentals within region Total spending by locals $21,300,000 Retail clothing $500,000 State $1.7M Public transit or taxis $200,000 Local $2.5M Ride share services $200,000
Total spending by non-locals $31,600,000
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 19 Comments from Attendees
“Had a great time but wish we had more fan events before the day of the game!” “The backpacks were a nice touch! Entertainment was fantastic and we really enjoyed it.”
“Halftime show was awful and music blaring during timeouts was disrespectful to the “The Live Más scarves in the FSU student section were a very nice touch on a chilly collegiate bands on site”. Florida night! We were big fans of that.”
“I had a great time at the Orange Bowl and I think Hard Rock stadium is beautiful. It was “The sunset was awesome. And I won Chick-fil-A breakfast for a year. Thanks!” very nice that Capital One provided back packs and Chick-fil-A provided gift cards.”
“I think fans from both teams had a great time because the game was close and “We didn’t know the Fan Fest was free with ticket as last year’s Peach Bowl was exciting. And the weather was perfect!” separate ticket.”
“I wanted to give my son the best Christmas gift. I don’t regret one penny I spent “Will not return to the Orange Bowl due to constantly being inundated with ads while because it was the happiest moment of his life!” in the stadium. In between every play we were blasted with ads as loud as the speakers would go. “ “I was disappointed to not hear either the FSU or Michigan band due to the fact that the stadium DJ was playing music too loud! This is a college football game and the school “Wished we could have bought tickets directly from Orange Bowl. Ended up spending bands greatly enhance the experience.” 60% more on Stubhub.”
“I’d like to see more Nike branded products being sold with the Orange Bowl logo. There wasn’t a whole lot to choose from in terms of memorabilia and clothing.”
“I’ll go wherever FSU goes. I’m not on the bandwagon I’m an Alumna!”
“It was the best football game I’ve ever attended and all the little extras were awesome.”
“Leaving parking lots took way way too long. We stayed to watch the awards ceremony and then waited in the car a full hour to leave the lot.”
“Miami is the best city on planet.”
“No Dr Pepper at an event sponsored by Dr Pepper! Kids were annoyed.”
“Parking lots should have been opened earlier for tailgating. Many of us got there in the morning and had to wait until after 2pm to park.”
“Tell the people at the concessions to stop asking for tips!!! It’s rude and unprofessional.”
CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 20 Methodology
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 January 2, 2017 Approximately 1000 events surveyed since 1993
Sampling Proprietary algorithm featuring targeted pay-per- Offices in New York, Toronto, and Santa Monica method click ads and other databases
Sample size Approximately 1000 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