1. STURGIS BUFFALO CHIP ® EV EN T SUMMAR Y

2. MORE THAN
A FESTIVAL–
IT’S FAMILY
www.lichterphoto.com
Motorcycle family members from more than 18 countries and all 50 states journeyed home to the Sturgis
Buffalo Chip® in 2013 for nine action-packed days of music, motorcycles, freedom and camaraderie.
With more concerts, events and entertainment than ever before, the 32nd annual party at the Largest
Music Festival in Motorcycling™ blew past previous attendance records. Moreover, the festival played
an integral role in the Rally’s sustainability by injecting millions into the local economy.
The Chip® also set new standards in media exposure and corporate partnerships with its unrivaled
atmosphere and ability to attract a worldwide audience. As one of motorcycling’s best-known brands,
the Sturgis Buffalo Chip was selected as the backdrop for three one-hour long network television specials
by My Tupelo Entertainment and the CMT Network. The programs showcased the rock and rumble
of the Sturgis Buffalo Chip and the state of South Dakota to over 90 million homes nationwide.
The dedicated and professional staff at the Buffalo Chip works hard to improve on a successful
formula with each passing year. The goal is to provide Chip-loving fans with an incredible experience
that allows them to lose their inhibitions, celebrate their lives and create memories that will last a lifetime.
2013 can only be described as epic. Buffalo Chip fans not only threw down, they gave back—raising
over $117,000 for local Black Hills charities.
www.lichterphoto.com
ATTENDANCE: 467
,338
ATTENDED THE STURGIS RALLY IN 2013
IMPRESSIONS: 2.1 Billion
GENERATED BY THE BUFFALO CHIP IN 2013
CHARITY FUNDS RAISED: $1 ,000
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RAISED BY THE BUFFALO CHIP IN 2013
©2013 Buffalo Chip Campground, LLC.
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3. 2013 CHIP HIGHLIGHTS
EPIC EXPOSURE:
Seen worldwide by millions, the Sturgis Buffalo Chip is an
experience that media outlets want to share with their audiences.
The brand succeeded in generating enormous amounts of media
exposure with inclusion on the CMT Network, the Travel Channel
and Velocity TV. In addition, the Buffalo Chip appeared in many
top motorcycling publications including American Iron, Hot Bike,
Motorcycle-usa.com and Cyril Huze Blog.
AS SEEN ON
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©2013 Buffalo Chip Campground, LLC.
ENGAGING EVENTS:
The Sturgis Buffalo Chip builds brand value and fan engagement
by producing and hosting a complete schedule of signature
events. This includes the Motorcycles as Art Exhibition, Rat’s Hole
Custom Bike Show, Rumble in the Hills Pro Hill Climb, Victory
Owners Sturgis Ride and Party and Indian Motorcycles Night.
LASTING LEADERSHIP:
The Chip is as passionate about creating a positive local
impact as it is about throwing the largest biker party on the
planet. Since 2008, the Buffalo Chip has contributed more
than $400,000 to Black Hills charities, both in support of
area youth and preservation of motorcycle history.
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www.lichterphoto.com
WORLD-CLASS CONCERTS:
No other concert venue in the world can match the unique
rock and rumble of the Buffalo Chip music experience.
Massive crowds enjoyed nine unforgettable nights of live
performances from Kid Rock, Toby Keith, The Doobie Brothers,
Halestorm, Rob Zombie, Lynyrd Skynyrd, ZZ Top
and many more!
Paul Teutul Sr. –
Orange County
Choppers
photo courtesy Jeff Cochran
www.speedkingphoto.com

4. photo courtesy David Shelleny
OUTSTANDING OUTREACH:
The Sturgis Buffalo Chip works closely
with media partners across multiple
channels to educate, inform and
entertain Rally goers on a year-round
basis. Using both proprietary and
partnership strategies, The Chip’s
outreach efforts delivered impressive
amounts of owned and earned media
that kept fans connected, engaged
and energized throughout the motomusic fest.
POWERFUL PROMOTIONS:
Fans love what stimulates, excites and
entertains them. We reach our target
audience by building activations that
drive awareness, engagement and
loyalty. This is exemplified by our
Sturgis Rider Sweepstakes®—which
gives one lucky Buffalo Chip fan a
matching Victory motorcycle and
Epiphone guitar—and our Poster
Model Search Competition and
Ultimate Trip to the Chip.
IDEAL INFLUENCERS:
The Chip goes out of its way to equip
celebrities, opinion leaders and media
with the means to influence others about
its brand experience. Paul Teutul, Sr. of
Orange County Choppers, Mike Wolfe
of American Pickers, film star R. Lee
Ermey and the entire Ness family all
share authentic passions for the Sturgis
Buffalo Chip. This makes them HUGE
advocates for the brand.
PRODUCTIVE PARTNERS:
The world’s best-known brands take
the Buffalo Chip to new heights by
extending its reach and influence and
enhancing its fan experience. Blue
chip companies like Anheuser-Busch,
Epiphone Guitars, GEICO Insurance,
Jack Daniels, Red Bull, Indian and
Victory Motorcycles are just a few of
the corporate sponsors that help make
the Sturgis Buffalo Chip the most iconic
experience brand in motorcycling.
THE ICON OF THE MUSIC AND MOTORCYCLE LIFESTYLE. HELPING BRANDS CONNECT TO A WORLDWIDE AUDIENCE.
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©2013 Buffalo Chip Campground, LLC.
©2013 Buffalo Chip Campground, LLC.
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5. OCCUPATION
EDUCATION
18%
34%
9%
34%
5%
6%
BACHELOR’S DEGREE
SOME COLLEGE
5%
26%
21%
GRADUATE DEGREE
9%
HIGH SCHOOL
15%
LESS THAN HIGH SCHOOL
8%
0 5 10 15 20 25 30 35
40
10%
PROFESSIONAL/TECHNICAL 26%
MIDDLE MANAGEMENT
9%
UPPER MANAGEMENT/EXECUTIVE 10%
CLERICAL/SERVICE WORKER
8%
TRADESMAN/LABORER 15%
SELF-EMPLOYED/BUSINESS OWNER 21%
RETIRED
6%
STUDENT
5%
TRIPS TAKEN PER YEAR
75% | 2 TO 5 TRIPS PER YEAR
GENDER
63%
MALE
AGE
37%
1% 10% 22% 25% 26%
13% 2% 1%
FEMALE
-19 19-24 25-34
35-44 45-54
55-64 65-74 75+
9%
29%
16%
46%
0–2 29%
3–5 46%
6–8 16%
9 PLUS
9%
PASSPORT: 57% YES | 43% NO
INCOME
59.6%
$50K–$150K
Motorcycle family members from18 countries and all
50 states journeyed home to the Sturgis Buffalo Chip®
in 2013. Our customers are very loyal and passionate
consumers. They are heavy users of travel products,
home improvement products, recreational-outdoor
products and of course, motorcycles, parts
and accessories.
CENSUS DIVISION
29%
17%
18%
8%
9%
3%
3%
8%
5%
WEST NORTH CENTRAL
MOUNTAIN
EAST NORTH CENTRAL
WEST SOUTH CENTRAL
PACIFIC
NEW ENGLAND
EAST SOUTH CENTRAL
SOUTH ATLANTIC
MIDDLE ATLANTIC
0 5 10 15 20 25 30 35
40
*Sources:
2011 Sturgis Buffalo Chip Marketing Survey
2009 Sturgis Motorcycle Rally Visitor Analysis
DWELLING TYPE
22%
78%
RENT: 22% | OWN: 78%
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©2013 Buffalo Chip Campground, LLC.
©2013 Buffalo Chip Campground, LLC.
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6. ONSITE AUDIENCE:
The Sturgis Rally is the largest event
for motorcycle enthusiasts in the world,
and in 2013 it ushered in an estimated
467,338 attendees. The Buffalo Chip
pulled out all the stops and welcomed
these attendees home as multi-day
campers, concert goers and shoppers
at its free-access CrossRoads destination.
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©2013 Buffalo Chip Campground, LLC.
EARNED MEDIA:
As the moto-melting pot and
entertainment hub of the Rally, the
world’s media couldn’t get enough
of the Sturgis Buffalo Chip. Heightened
publicity efforts, national broadcasts,
editorial coverage and social media
produced on an inescapable
1.53 billion audience impressions.
This made the Chip the most widely
televised, reported and talked about
celebration in motorcycling.
OWNED MEDIA:
The Sturgis Buffalo Chip owns
and controls the largest proprietary
marketing and content platforms of the
Rally. The brand engages and interacts
with its audience year-round with its
online properties including official
website, mobile site, e-newsletter,
blog and social media. These online
assets, in addition to its flagship print
publication, promotions and events,
produced over 455 million audience
impressions on a 12-month basis.
PAID MEDIA:
The most effective way to reach
your target audience is to deliver
your message in the print and online
publications they read, the television
and radio stations they tune in to and the
roads they travel. The Chip works closely
with the top local, regional and national
outlets on media buys, partnerships
and sponsorships. This accounted for
over 127 million audience impressions,
making sure the good Sturgis Chip word
was heard loud and clear.
©2013 Buffalo Chip Campground, LLC.
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7. LEGENDS RIDE
®
The Sturgis Buffalo Chip’s Legends Ride is all about promoting
South Dakota and showcasing the generosity of motorcyclists
to a worldwide audience. The sixth annual charity ride brought
together record numbers of celebrities, business leaders, media
and riders from around the world, who raised $81,490 for
the Black Hills Special Olympics and the Sturgis Motorcycle
Museum & Hall of Fame.
STUDENT BUILD CHALLENGE
™
The Buffalo Chip continued to fuel the passion for motorcycles
in local youth with its fourth consecutive Student Build Challenge
bike build. Under the instruction of industry veterans, Keith Terry
and Randy and Nick Cramer, students from Sturgis Brown High
School designed, built and customized a stock Harley-Davidson.
The bike won several awards at the nation’s top bike shows and
was featured in the July 2013 issue of American Iron Magazine.
Special thanks to these industry-leading parts sponsors:
www.lichterphoto.com
JOIN US FOR THE RIDE THAT ROCKS® – MONDAY, AUGUST 4, 2014!
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©2013 Buffalo Chip Campground, LLC.
Arlen Ness Enterprises
Baggster
Black Hills Plating & Polishing
CP Carrillo
Dakota Digital, Inc.
Danny Gray Seats
Diamond Fasteners
Dimension Custom Paint & Body
Feuling Parts
Handy Industries
Hawg Halters, Inc.
Hawg Wired, Inc.
Hot Leathers
Kicker Audio
Legend Suspensions
Paul Yaffe’s Bagger Nation
R.C. Components
Sinister Industries
Thunder Cycle Design
Thunder Max Performance
Trask Performance
Vee Rubber America, Inc
www.kevineilbeck.com
Special thanks to Black Hills Harley-Davidson for sponsoring a stock
Road King for the 2013 build.
©2013 Buffalo Chip Campground, LLC.
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8. BIKER BELLES CELEBRATION
®
The Sturgis Buffalo Chip’s fifth annual Biker Belles Celebration,
held Tuesday, August 6, was a day of real women, real stories
and real fun. The 2013 celebration was a smashing success.
The event not only hosted record numbers of women riders,
it increased its charitable contributions by over 150 percent.
Biker Belles raised a total of $37,401.50 for Helping with
Horsepower and the Sturgis Motorcycle Museum & Hall of Fame.
®
JOIN US FOR A DAY OF REAL STORIES, REAL WOMEN AND REAL FUN – TUESDAY, AUGUST 5, 2014!
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©2013 Buffalo Chip Campground, LLC.
BIKER BELLES BIKE BUILD
®
The 2013 Biker Belles Celebration was highlighted by a
special live auction of a Jessi Combs-customized Softtail Slim,
generously donated by Bruce Rossmeyer’s Daytona HarleyDavidson. Designed specifically for a woman’s riding needs,
the bike was customized by Jessi on two episodes of All Girls
Garage and later featured in IronWorks magazine.
Special thanks to these industryleading parts sponsors:
Avon Tyres
Impact Gel
Klockwerks Kustom Cycles
Legend Air Suspension
LGE&CTS
Magnaflow
PPG Paint
Ride Wright Wheels.
Teresa Contreras
Jessi Combs –
All Girls Garage
Special thanks to Bruce Rossmeyer’s Daytona Harley-Davidson
for sponsoring a stock Softail Slim for the 2013 build.
©2013 Buffalo Chip Campground, LLC.
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9. SUCCESS
“
CLIENT
This year, Epiphone has been celebrating our 140th Anniversary and the 2013 Sturgis Buffalo Chip Rally was truly a highlight of an amazing year
that has given us the opportunity to consider our past and plan for tomorrow. Sturgis and Epiphone have a lot in common. We both have a long
history of being part of American culture and inspiring our loyal fans in the U.S. and throughout the world. I think our brands have a long future
ahead of us. And we’re already planning for next year’s Rally. We can’t wait. ~ Jim Rosenberg – President of Epiphone
”
CHALLENGE:
Leverage the history and passion of the Rally and
the Sturgis Buffalo Chip to unveil the all-new lineup
of 2014 Indian Chief motorcycles.
IGNITION:
Mike Wolfe –
American Pickers
Create and execute an integrated non-traditional
campaign to capture the hearts and minds of
Indian Motorcycle’s core consumers and segments.
Waves of Indian brand activations sought to generate
buzz, cater to the press and make the American
brand and products the new choice for motorcycle
consumers nationwide.
photo courtesy Don Crawford
RESULTS:
Highlighted by a historic unveiling in Sturgis
at the beginning of the week and a party at the
Buffalo Chip at the end, the activation served as
a catalyst for driving overwhelming amounts of
awareness, credibility and exposure to both
Rally goers and extended audiences.
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©2013 Buffalo Chip Campground, LLC.
CHALLENGE:
Increase online and social engagement
on Epiphone’s website, blog and social media
channels by leveraging the fun and excitement
of the Sturgis Buffalo Chip experience.
IGNITION:
Epiphone’s tenacious team was able to deliver rich,
meaningful content to its extended audience, as well
as connect with fans onsite. In addition to online fan
favorites like artist interviews and celebrity shout outs,
the brand increased traffic online by chronicling their
experience with daily photo and video blog posts
throughout the entire nine-day festival.
RESULTS:
“
2013 was a critical year for Indian Motorcycle. The launch of the new Indian Chief had to rely on history, as well as a strong
sense of the future. The Buffalo Chip played an important part of our relaunch and was absolutely willing to assist wherever needed.
That team gets it. ~ Robert Pandya – External Relations Manager, Indian Motorcycles
The brand’s social properties saw significant shifts
in viewership and interaction. Millions of consumers
viewed and engaged with social content generated
from the festival which allowed Epiphone to create
an authentic connection online through real world
entertainment and shared experience.
©2013 Buffalo Chip Campground, LLC.
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10. CHALLENGE:
Increase leadership and advocacy through waves
of Budweiser brand activations based around the fun
and excitement of the Sturgis Buffalo Chip experience.
Leverage the Sturgis Buffalo Chip marketing platform
as well as its onsite audiences to drive awareness
of the Bike Week series on Country Music Television.
IGNITION:
IGNITION:
The biggest brand activations attract the most fans,
and Anheuser-Busch, Inc. has one of The Chip’s most
dominating brand presences. The brand creates a
groundswell of goodwill and engagement through
promotions prior to the event, fan interactions with
set teams and marketing properties like the iconic
Budweiser Clydesdales.
CMT launched an integrated campaign of owned,
earned and paid executions by harnessing the passion
for the Sturgis Buffalo Chip brand and experience.
A mix of public relations outreach, paid advertising,
activations and signage onsite delivered massive
amounts of awareness and favorable publicity
for the Bike Week series.
RESULTS:
RESULTS:
By investing in real involvement and a leadership
presence at the Sturgis Buffalo Chip, the Budweiser
brand benefitted in creating memorable and lasting
impressions with Chip fans. Consequently, AnheuserBusch, Inc. realized significant increases in sales
volume beyond branding.
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CHALLENGE:
Driving viewership from both onsite and extended
audiences, the CMT Bike Week campaign earned
100 placements across print, social and online
channels. All together, the series garnered 1.6 million
audience impressions before, during and after the
airing of the Bike Week series.
©2013 Buffalo Chip Campground, LLC.
“
The partnership between the Sturgis Buffalo Chip and Budweiser allows our brand and products to take center stage. The Chip’s
dedicated staff continually improves and expands our Rally presence, making the experience even more enjoyable for our consumers.
~ Casey Gmerek – Manager, Trade Marketing, On-Premise/Sports Activation & Special Events, Anheuser-Busch, Inc.
SUCCESS
CLIENT
©2013 Buffalo Chip Campground, LLC.
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11. CONNECTING BRANDS TO FANS WORLDWIDE, THROUGH THE UNIVERSAL PASSIONS
OF MUSIC AND MOTORCYCLING
SPONSORSHIP:
• Consulting/Strategy
• Evaluation & Concept Development
• Content Creation & Creative Services
• Photography & Video
• Media Planning & Buying
• Activation Planning & Execution
• Fulfillment/ROI Analysis
PRODUCING RESULTS FOR THE WORLD’S LEADING BRANDS:
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©2013 Buffalo Chip Campground, LLC.
PROMOTIONS:
• Social Media
• Contests/Sweepstakes
• Sales/Discount/Rewards
• Mobile/Digital/Online
• Retail On/Off Premise
ONSITE:
• Sales & Mobile Marketing Display
• Experiential Sampling
• High-Impact Signage Placement
• Product Launches
• Promotional Announcements
(Main Stage)
• Consumer Promotions &
Special Events
• Street and Promo Teams
• Industry Parties & Special Events
• Corporate or Group Ticket Sales
• Video Screen Advertising
(Main Stage)
EVENT EXECUTION &
PRODUCTION:
• Live Event Strategy,
Production & Execution
• Organized Rides
• Owners Group Events
• Hospitality & Private
Corporate VIP Events
• Charity Events
• Theme Night Events
©2013 Buffalo Chip Campground, LLC.
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