HEAD OF THE CHARLES REGATTA - 54TH EDITION | OCTOBER 20-21, 2018 - THOUSANDS OF SPECTATORS 11,000 COMPETITORS 2,000 VOLUNTEERS - HOCR
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HEAD OF THE CHARLES REGATTA
®
54TH EDITION | OCTOBER 20-21, 2018
> THOUSANDS OF SPECTATORS
> 11,000 COMPETITORS
> 2,000 VOLUNTEERS
ARE YOU READY?
A WORLD-CLASS EVENT IS AT YOUR FINGERTIPS
The Head Of The Charles® is the world’s
largest two day regatta
Supported by Governor Charlie Baker,
Mayor Martin Walsh
One of New England’s top 3 attended
annual events (Boston Marathon & Boston
Fourth of July)
Tens of thousands of spectators Regatta
weekend
11,000 athletes from 25+ countries
2,000 volunteers
1 million+ unique web site visitors
5.5 billion+ global media impression reach
$7+ million advertising equivalency
STARTING IN THE BASIN >
DESTINATION: BOSTON
HANDS ON ACCESS TO BOSTON...AND THE WORLD
Strong local interest: more than 50% of
spectators live within 5 mile radius of
Boston
Destination event: 87% of competitors
travel 100+ miles to compete in the Regatta
Major economic impact: $55 million per
year to local restaurants, hotels and local
businesses
Largest on site audience of any rowing
event in the world
STARTING IN THE BASIN >
VERY SMART PEOPLE
HIGHLY-EDUCATED AUDIENCE
Over 800+ schools,universities and
organizations come to compete
From Ivy League to NCAA
- 70% have an undergraduate degree
- 32% have a post-graduate degree
- 9% have a doctorate degree
Ideal spectrum of ages
- 26% under 19
- 28% between 20-29
- 14% between 30-39
- 12% between 40-49
- 20% over 50
85% are more likely to select sponsor
products
79% appreciated sponsors more than
competitors because of their commitment
to Regatta
UNIVERSITY OF CALIFORNIA >
AN AFFLUENT CROWD
ACCOMPLISHED AND LOYAL AUDIENCE
32% earn more than $100,000 annually
14% earn more than $150,000 annually
51% own retirement or investment accounts
84% of audience attends with a peer group
- Mean group size is over 3 people
- More than half the audience returns every
year
- Average spend per person is over $321 for
the weekend
Influential Decision Makers
- 48% have budget authority over
corporate or business expenditures
- 24% are heads of business
Community Leaders
- 76% volunteer for non-profit organizations
- 37% serve as a volunteer committee
chairs or on a Board of Directors
OLYMPIANS MINGLE WITH REGATTA GUESTS >
3 MILES OF VENUES
BOSTON & CAMBRIDGE OPPORTUNITIES AVAILABLE
Cambridge Boat Club
VENUES Regatta Headquarters
ATTAGER ROW:
ROWING & FITNESS EXPO JFK Venue TBD
> SALES & EXHIBITION AREA
Weld Exhibition
Hospitality Row
HOSPITALITY ROW
> PRIVATE TENTS IN HEART
OF THE ATHLETE AREA
Eliot Bridge Enclosure
ELIOT BRIDGE ENCLOSURE by Aston Martin
Weeks Hospitality
BY ASTON MARTIN
> TICKETED HOSPITALITY
TENT
Reunion Village
DIRECTORS’ TENT AT THE FI NI SH
by Delta Air Lines
Attager Row:
CAMBRIDGE BOAT CLUB Rowing & Fitness Expo
> VIP ENTERTAINMENT AT
THE MARQUEE VIEWING
AREA
Athlete Launch Site
WELD EXHIBITION
> CORPORATE SAMPLING & CAMBRIDGE
SALES AREA, LARGE SCALE
DISPLAYS
REUNION VILLAGE
BY DELTA AIR LINES
> ALUMNI GATHERING AREA BOSTON
& BEER GARDEN
ALLSTON Downtown
WEEKS HOSPITALITY Boston
> THE MOST PRIVATE
HOSPITALITY AREA Launch Site
AVAILABLE
START
ATTAGER ROW: ROWING & FITNESS EXPO RETAIL DESTINATION FOR ATHLETES AND SPECTATORS
ATTAGER ROW RETAIL
3-DAY SALES DESTINATION ROWING & FITNESS EXPO
Athlete central at the HOCR, main retail
destination with Brooks Brothers & New
Balance flagship pop-up shops
35+ rowing gear and boat manufacturers
plus corporate sponsors
75,000+ visitors per day (athletes, parents,
alumni & spectators)
Operational center of the Regatta with
over 75% of athletes/boats launching and
landing from this area
Main tent functions at athlete registration,
awards ceremonies and the Saturday Night
Reception
FOOT TRAFFIC AT THE ATTAGER ROW VENUE >
ATTAGER ROW - MAIN TENT
OPERATIONS HEADQUARTERS CENTRALLY LOCATED
The Attager Row main tent is the heart of
athlete interaction at the Regatta
The main tent hosts: Athlete Registration,
Four (4) Official Awards Ceremonies,
Athlete Weigh-In and the Saturday Night
Reception
Turn-key branding and activation packages
available within the beautiful sail cloth tent
that is fully floored and carpeted
Set 20’ back from the river the tent offers
amazing views of the race course
THE ATTAGER ROW MAIN ATHLETE TENT >
WELD EXHIBITION & REUNION VILLAGE SAMPLING DESTINATION
WELD EXHIBITION DISPLAY
CORPORATE SAMPLING AND DISPLAY AREA
The can’t miss stop of any national 4th
quarter tour
The highest traffic venue at the Regatta for
corporate sampling and product display at
the HOCR
100,000+ attendees per day due to close
proximity to Harvard Square
Spaces available from 10’ x 10’ to parking for
multiple 18-wheelers
2017 partners included: Yakima, Shell Fuel
Rewards, Lundberg Family Farms, 5-Hour
Energy, Frito-Lay, Whole Foods Market,
Tufts Health Plan, Sahale Snacks and many
more!
Additional photos: HERE
TWO FULL DAYS OF SHOULDER TO SHOULDER CROWDS >REUNION VILLAGE
YOUNG ALUMNI DESTINATION & BEER GARDEN
Presented by Delta Air Lines for 2018
4,000+ attendees per day
35+ alumni organizations reserve 10x10
spaces to congregate at the event in
addition to being open to the public
Wine & spirit partnerships available (Sierra
Nevada Brewing Co. is the Official Beer)
ONE OF THE BEST VIEWING AREAS IS REUNION VILLAGE >HOSPITALITY ROW & ELIOT BRIDGE ENCLOSURE PRIVATE ENTERTAINMENT IN THE HEART OF THE EXPO
PRIVATE HOSPITALITY TENT
EXCLUSIVE CLIENT ENTERTAINMENT & EXCLUSIVE AMENITIES
Private hospitality tents to entertain clients,
colleagues and guests
Located upstream of the Eliot Bridge near
the race course Finish Line
Hospitality Row is located steps from
Attager Row, the main athlete staging area
Current & past partners have included: The
Lenox Hotel, BNY Mellon, Fast Enterprises,
National Rowing Foundation, etc...
THE BNY MELLON TENT FROM ABOVE >ELIOT BRIDGE ENCLOSURE
THE “SKYBOX” HOSPITALITY DESTINATION
Presented by Aston Martin
400+ attendees per day including parents,
international athletes and masters (age
30+) competitors
Tent is fully catered with light breakfast and
luncheon buffet with beverages, beer and
wine available
Turn-key tent branding including optional
marketing space directly across the foot
path from tent
Historic presenting sponsors include: Delta
Air Line, Celebrity Cruises and Land Rover
SEATING AREA INSIDE THE ELIOT BRIDGE ENCLOSURE >PROPRIETARY EVENTS PRESENTING RIGHTS AVAILABLE
SATURDAY NIGHT RECEPTION
DRINKS! BY THE CHARLES
Sponsorship opportunities available for
the Saturday Night Reception at the main
athlete tent at the Attager Row venue
Created in 2015 over 650+ guests attended
the inaugural reception hosted from 6PM -
930PM
Dynamic cross section of young alumni,
master rowers, international competitors
and event volunteers
THE 2015 SATURDAY NIGHT RECEPTION CROWD >DIRECTORS’ VIP TENT
THE DESTINATION BY THE CHARLES
By invitation only VIP tent located adjacent
to the Cambridge Boat Club, Regatta
headquarters
Entertain guests, clients, friends and family
and network with key sponsors and local
Boston companies
Tent partners include: Brooks Brothers,
Sentient Jets, Fidelity, Normandy Real
Estate, Towerstream, Boston Celtics, Land
Rover, EMC, etc...
The best spot to watch racing at the Eliot
Bridge including reserved tables, hardwood
floors, fully catered, beer & wine
Complimentary breakfast and full buffet
luncheon provided by Ruth’s Chris Steak
House
Additional photos: HERE
THE BEST VIEW ALONG THE RACE COURSE >OFF PROPERTY EVENTS
BEYOND THE BANKS OF THE RIVERS
Extend visibility year-round with off
property events
Brooks Brothers christened a custom
rowing shell in 2014 on City Hall Plaza with
Mayor Marty Walsh (pictured)
New Balance product launch celebration
at local stores/restaurants including: The
Tannery, New Balance Boylston St & Solas
Bar & Grill at The Lenox Hotel
NEW BALANCE PRODUCT LAUNCH AT THE TANNERY >REGATTA CONCERT
MUSIC ON THE CHARLES
Presenting sponsorship available for
proprietary concert event (last active in
2007)
Attracts an additional 50,000+ spectators
to the downstream area at the Weeks
Footbridge
Regatta to work with Official Radio Partner,
Greater Media Boston to support concert
musical talent
Presenting sponsorship includes turn-key
branding, advertising, stage, sound, etc...
THE CONCERT CROWD >BENEFITS RECAP
THE HOCR OPPORTUNITY ROOTED IN BOSTON HISTORY
1969BENEFITS OVERVIEW
RECAP THE HOCR OPPORTUNITY
Sponsoring the Head Of The Charles Regatta gives:
- Exposure and access to the third largest event in New England
- Tens of thousands of captive, affluent, smart people
- On and off-site brand presence and engagement
Audience reach:
– Unparalleled “touch ability” factor for products & services
- Ideal combination of local, national and international attendees
- Mean age of 33 years, well-educated, 32% with $100K+ earnings
- Thousands of influential business & community leaders
- Hundreds of top-tier US educational institutions represented
Brand exposure:
- Citywide brand exposure via outdoor, print & broadcast
- Guaranteed national & international media coverage
- Millions of media impressions worldwide with $7-million ad equivalency
- Year-round online exposure with 2.4+ million ad impressions
- Head Of The Charles brand alliance & imagery
1975PAST PARTNERS THE 2017 HOCR WAS SUPPORTED BY: PREMIER SPONSORS OFFICIAL REGATTA SPONSORS OFFICIAL REGATTA PATRONS
FOR MORE INFORMATION PLEASE CONTACT: Fred Schoch Executive Director fschoch@hocr.org (617) 868 5048 Mason D. Cox Assistant Director mcox@hocr.org (617) 868 6122 Head Of The Charles Regatta October 20-21, 2018
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