2010 CMA Music Festival Recap

CMA MUSIC FESTIVAL RECAP

EXECUTIVE SUMMARY

The 2010 CMA Music Festival achieved an unprecedented success with a 16.7 percent increase in attendance over 2009.

The Festival also experienced its biggest crowds ever in the event free areas including Riverfront Park (site of the daytime music stage performances), the Chevy Music Stage on the Bridgestone Arena Plaza, the Music City Zone, and the Family,

Fun, and Sports Zones. Estimated daily attendance throughout the Festival in 2010 was 65,000.

The corporate marketing effort during CMA Music Festival generated combined activation and consumer engagements of more than 700,000. These various engagement elements included product sampling, dedicated registrations,

and brand impressions.

260,000 Aggregate Attendance

ATTENDANCE

GEOGRAPHIC BREAKDOWN OF ATTENDEES

EVENT ATTENDEE DEMOGRAPHICS

GENDER

FEMALE 72%MALE 28%

HH INCOME

50,000-$75,000 22%$75,000-$100,000 17%$100,000+ 34%

EDUCATION

Some College 28%College Graduate 31%Post Graduate Degree 16%

The CMA Global Artist Party, often known as the unofficial kick off to the CMA Music Festival, took place in its traditional Monday evening

spot at The Stage on Broadway.

More than 1,000 fans, who arrived early for the week of Music Festival activities, were treated to performances by popular international

artists – a Global Showcase for both domestic and international fans.

First time host Adam Gregory was joined on stage by a complete line-up of artists including:

Luke Austen (Australia); Jaydee Bixby (Canada); David Bradley (UK); Sinead Burgess (Australia); Cameron Clayton

(New Zealand); Tim McKay (UK); One More Girl (Canada) and Alex J. Robinson (Canada).

GLOBAL ARTIST SHOWCASE

Grand Marshal Brenda Lee led the way for “The Sixth Annual CMA Music Festival Kick-Off Parade.” More 14,000 fans lined the streets of downtown Nashville to see some of

the biggest names in Country Music riding along Downtown Nashville in vintage and new-model Chevy vehicles! Entertainment was provided by the Music City Drum &

Bugle Corps, the Tennessee National Guard Color Guard, US Army Color Guard, Tennessee Titans and Nashville Predators Mascots and 60+ other parade participants.

Broadcast live on Sirius/XM, the Parade has become a huge fan-favorite.

KICK-OFF PARADE

At the end of the route, Parade watchers gathered at the Bridgestone Arena Plaza for the

annual Chevy Block Party at the Chevy Music Stage. David Nail got the crowd of more than

7,000 off to a rousing start. Other featured performers including Jerrod Niemann,

Chuck Wicks, and Joe Nichols kept the crowd rocking!

CHEVY™ BLOCK PARTY

LP FIELD CONCERT STAGE

LP Field, the site for the nightly concerts, SOLD-OUT with 49,000 attendees each night. There were unbelievable performances from Country Music’s biggest names. The line-up included:

Thursday - Jason Aldean, Danny Gokey, Alan Jackson, Lady Antebellum, Tim McGraw, and Carrie Underwood Friday - Julianne Hough, Kid Rock, Miranda Lambert, Reba McEntire, Josh Turner, and Keith UrbanSaturday - Easton Corbin, Billy Currington, Randy Houser, Martina McBride, Rascal Flatts, and Zac Brown BandSunday - Trace Adkins, Justin Moore, Brad Paisley, Kellie Pickler, Darius Rucker, and Blake Shelton

The three-hour TV special “CMA Music Festival: Country’s Night To Rock” hosted by Tim McGraw will air Wednesday, Sept. 1 on the ABC Television Network.

LP FIELD CONCERT STAGENIGHTLY

RIVERFRONT CONCERT STAGE

The Site of the FREE Daytime Concert performances, the Riverfront Concert Stage was home to more than 25,000 loyal fans DAILY– more than ever in the history of the Music Festival event.

The fan-favorite line-up included :

Thursday: The Judds, Clay Walker, Love and Theft, Josh Thompson, Joey + Rory, Colt Ford, Keith Anderson, Neal McCoy, Diamond Rio, and Jake Owen

Friday: Gretchen Wilson, The Band Perry, Patty Loveless, Chris Young, Eli Young Band, Bucky Covington, Jack Ingram, Sawyer Brown, Rodney Atkins, and Craig Morgan

Saturday: Mark Chesnutt, Lee Brice, Emerson Drive, Mel Tillis, Gloriana, David Lee Murphy, Josh Gracin, Big Kenny, Lorrie Morgan, and Joe Nichols

Sunday: Sammy Kershaw, Steel Magnolia, Pam Tillis, The Bellamy Brothers, Lonestar, James Otto, Restless Heart, Jo Dee Messina, Uncle Kracker, and Darryl Worley

RIVERFRONT CONCERT STAGE

2010 brought brand new additions to the Riverfront Concert Stage Park.

The Macanudo Cigar Lounge was a place for fans to relax with America’s favorite premium cigar. Visitors were able to kick-back and take pleasure in a complimentary Macanudo cigar, while

enjoying a first rate concert experience at the Riverfront Concert Stage.

The PEOPLE Country Cabana brought the star treatment to the Riverfront with a “red carpet” themed photo experience, PEOPLE Country magazines and giveaways. Guests were able to

catch a cool breeze off of the Cumberland River while rocking to the tunes of Country’s finest.

GREASED LIGHTNING® FAN FAIR® HALL

The state of continuous commotion that’s been the standard for the Greased Lightning® Fan Fair Hall was

back in force with 253 artists and celebrities appearing at the Nashville Convention Center. Exhibit booths

SOLD OUT in record time!

Attendance over the four days was 55,385 and was exclusive to four-day ticket holders.

Making his first appearance in the Fan Fair Hall since 2000 was Tim McGraw, who signed a record 3,000

autographs in two hours. Also back in 2010 was Rascal Flatts. To celebrate their 10th Anniversary, the

trio performed a two-song acoustic set before thousands of camera-clicking, singing fans. The Judds,

who haven’t signed autographs together since the 1990s when the Fan Fair® event was held at the

Tennessee State Fairgrounds, signed in the CMA booth. Other artists that made appearances to sign autographs

for their fans includes: Rodney Adkins, Trace Atkins, Laura Bell Bundy, Bucky Covington, Danny Gokey,

Randy Houser, Lady Antebellum, Craig Morgan, Kellie Pickler, Chuck Wicks, Darius Rucker,

and many more!

NASHVILLE CONVENTION CENTER

GREASED LIGHTNING® FAN FAIR® HALLNASHVILLE CONVENTION CENTER

This year, new exhibitors in the Exhibit Hall substantially improved the fan experience.

Partners in the Greased Lightning® Fan Fair® Hall included:

U.S Air Force, Barnes & Noble, Chevy™, CMT, Drive4COPD™, Dillard’s®, DISH Network®, Durango Boots®, Farm Boy® & Farm Girl® Brands, Great American

Country (GAC), Greased Lightning® Cleaning Products, Microsoft®, RFD-TV, Roper™ Apparel & Footwear, Silpada Designs,

Sony PlayStation®, Southern Belle Glamour, Sprint, The Country Network, VELVEETA® Shells & Cheese, Votre Vu,

Waggin’ Train® Dog Treats, and 650 AM-WSM.

Greased Lightning® Fan Fair® Hall

Activities

FAN FAIR® TV

Fan Fair® TV – the CMA’s in-house information TV channel - was upgraded in 2010 to enhance accessibility and better programming - allowing fans more

access to on-site information regarding events, performances, autograph signings, Country Music videos, and much more!

Additional Nashville Convention Center in-house TV Monitors were added to the Fan Fair® TV effort and were located on all three floors.

The brand new Fan Fair® TV information stands doubled the number of locations from 2009, and were scattered in locations that were

more accessible to guests.

Monitors could also be found in the CMA Lounge Booth, around the Exhibit Hall, and in the Coke ZERO exhibit in the Fun Zone. Fan Fair® TV was the

perfect entertainment for fans to catch a glimpse as they were waiting in line to get an autograph and a chance to meet their favorite Country artists!


DURANGO ® ACOUSTIC CORNER

Durango® Boots returned to present the Acoustic Corner, a showcase for independent artists and solo or group performers. The area on the second

floor of the Convention Center hosted a steady stream of fans during 19 hours of music. Some of the performers included: Gene Watson, Jim

Lauderdale, Josh Williams Band, Anthony Smith, The Roys, Larry Gatlin, Marty Raybon, Darryl Worley, Lynn Anderson, The Wrights, and The

Grascals. For the first time at the CMA Music Festival, many of the performances were aired live by

WSM-Nashville 650 AM.

In addition to performances, audience members were also able to participate in interview sessions with legendary artists and get an autograph

at either the 650 AM WM or Durango® Boots booth in the Fan Fair® Hall.


NEW! CMA SKYPE LOUNGE

For the first time in CMA Music Festival history, fans could get up close and personal to video chat with some of their favorite artists! CMA teamed up

with The Country Network and Let Them Hear the Music Live to present the CMA Skype Lounge in the Greased Lightning® Fan Fair® Hall.

Country acts Bucky Covington, Love and Theft, Buddy Jewell, Justin Moore, and others were present via Skype to answer

their fans’ questions.

This was a great opportunity for artists to connect with their fans in an all-new virtual way!


Free Event Areas

EVENT SHUTTLE MAP

FAMILY ZONE

Growing in popularity each year, the Family Zone was buzzing during CMA Music Festival with activities for

youngsters and the young at heart.

Fans were able to enjoy: free sampling from McDonald’s®, Dr Pepper®, and KRAFT Lunchables, celebrity autograph signings in the Carl Black Chevrolet booth, an inflatable

Manwich slide, Girl Scout cookie decorating, fingerprinting from the Davidson County Sheriff Dept, and much more!

Thursday was Family Day and the festivities kicked off with the McDonald’s® – Dr Pepper® Free Family Picnic. The Junie B. Jones® Stupid Smelly Bus stopped by and face painters, balloon artists, and caricaturists roamed the

zone! Katie Armiger read Miss Brooks Loves Books (and I don’t) by Barbara Bottner as a part of Random House

Children’s Book Celebrity Storytelling.

Costume characters from the Tennessee Aquarium, Random House Children’s Books, and Belle from

Broadway’s Tour of Disney’s Beauty and the Beast mixed and mingled, meeting and taking pictures with

fans of all ages!

FAMILY ZONE MAINSTAGE

Family friendly entertainment was showcased on the Family Zone Mainstage. Kicking off the four days of non-stop entertainment was a Magic Show performed by crowd favorite, Ronald McDonald®. The Nashville Zoo visited with some furry friends for their

“Wildlife on Wheels” program and The Junie B. Jones® Stupid Smelly Bus Tour stopped in the Family Zone and brought the popular Random House Children’s Book series to life!

Later in the afternoon, local gymnastic teams showed their spirit for Country music by participating in a Cheerleading competition hosted by Prime Tyme Athletics. Throughout the week, artists such as Katie Armiger, Whitney Duncan, Jesse Lee, and Jamie O’Neal

participated in Random House Children’s Books Celebrity Storytelling. Fans packed the Mainstage Tent when MCA recording artist Josh Turner swung by the Family Zone and hosted the first-ever dance contest to celebrate the success of his smash single “Why Don’t We

Just Dance”. Contestants danced to some of Josh’s most popular songs and were awarded prizes. As a surprise, Josh himself was awarded a Gold Plaque denoting that his single “Why Don’t We Just Dance” has sold over 500,000 copies!

This year the ABC Block Party found it’s new home on the Family Zone Mainstage and rocked the crowd with performances, games, give aways, and much more! The Annual YWCA Celebrity Auction with Martina McBride took place on Sunday. The event was hosted

by GAC’s Stormee Warren, who was joined by other celebrities Big Kenny, Bo Bice, and Martina McBride herself!

ABC BLOCK PARTY

CMA and the ABC Television Network have a long standing partnership.

The ABC Block Party was back and better than ever at it’s new home on the Family Zone Mainstage. This year's Block Party, hosted by Rossi Morreale

(Dating in the Dark) and Brandon Barash (General Hospital), was filled with entertainment for the entire family. The party included daily activities and

trivia games such as "Name that ABC Tune" and "Daytime Drama."

In addition to the games, autograph and Q & A sessions with ABC Stars were held with Jillian Harris, Paige Hemmis, and Tracy Huston (Extreme Makeover:

Home Edition); Bobbie Eakes(All My Children); Melissa Archer, Bree Williamson and

Kassie De Paiva (One Life to Live); and Kelly Monaco, Bradford Anderson, Laura Wright, Steve Burton

and Scott Reeves (General Hospital).

There was plenty of music as well, with performances by Country artists Emily West and Chris Janson, in addition to Port Chuck and the Divas of Daytime,

which are made up of stars from ABC Soap Operas - General Hospital and One Life To Live.

FAMILY ZONE MAINSTAGE

5TH AVENUE PLAZA

For the fifth year, the fan favorite “Ultimate K-9 Sports Show, presented by Waggin’ Train Dog Treats” returned to the CMA Music Festival. John Misita and his team of rescue dogs performed high-flying tricks on

the ground and in the water to entertain fans. Each day special guests lent a hand; participating artists included: Danielle Peck, Randy Montana, Julie Roberts, and Lynn Anderson.

On Sunday, the “Mahindra Tractors Celebrity Bull Riding Challenge” teamed Country artists with CBR competitors in attempting to survive an eight-second ride on a mechanical bull. Legendary three-time, world-champion PRCA rider, judge Tuff Hedeman awarded points for audience participation, style, and

technique. Artist participants included: Bo Bice, Jason Brown, Jason Meadows, and Elaine Roy of The Roys. The winning team was comprised of Jason Brown and Jake Littlefield, a Champion Bull Rider.

FAMILY ZONE

FUN ZONE

The popular Fun Zone covered two city blocks in downtown Nashville. This event area offered celebrity appearances, giveaways, interactive

exhibits, and food samples.

Fun Zone exhibitors included: BC® Headache Powder, Bicycle Playing Cards, CMT, Coke ZERO,

COMBOS® Snacks, GEICO, Manwich, United States Marine Corp., Mobile 1, Ocean Spray®, SunnyD®, Super 8®, Tasti-D-Lite®, Tennessee Lottery,

VELVEETA ® Shells & Cheese, Waggin’ Train® Dog Treats, and Wrangler®

SPORTS ZONE

The Sports Zone is located in downtown Nashville. Here fans were treated to games, free samples, give-aways, cooking demonstrations, dance lessons, and

much more!

Sports Zone exhibitors included: Blue Bell Creameries, Chevy™, Drive4COPD™,

Great American Country (GAC), Jack Daniel’s®, Maker’s Mark, Mahindra USA, Inc.,

Jimmy Buffett’s Margaritaville, Mello Yello, PEDIGREE® Food for Dogs, Texas on Tour,

TNT’s Memphis Beat, and USDA Food Safety.

NEW! SPORTS ZONE MAINSTAGE

New this year, the Sports Zone Mainstage was buzzing with activity and entertaining programming for all! Fans took their seats for cooking demonstrations from the Greased Lightning® BBQ team,

Pellet Envy, Whole Foods Market, and Nashville’s famous Creole restaurant, Chappy’s!

Mercury recording artist Laura Bell Bundy stopped by and got the crowd on their feet when she gave a dance lesson to her smash single “Giddy On Up”. Other performances included the U.S. Air Force

Band, Reserve Generation, and the Manwich Open Mic Finals with guest judge Jamie O’Neal!

FORT NASHBORO

The Field & Stream Celebrity Total Outdoorsman Challenge pitted artists and celebrities against each other, testing their

skills in fly casting, archery, and air rifle shooting. Country artists participants included:

Bo Bice, Rhean Boyer, Jason Brown, Matt Dame, Lucas Hoge, Rusty Tabor, Trent Tomlinson, James Wesley, Trent Willmon,

and Mark Wills.

The Field & Stream Total Outdoorsman Challenge Regional Qualifier gave 50 pre-qualified sportsmen and sportswomen

the chance to compete and move on to the National Championship.

The Outdoor Life Celebrity Save-A-Stream Pro-Am offered artists and celebrities an opportunity to demonstrate their

skills in bait casting, decoy tossing, and game calling.

SPECIAL EVENTS

CHEVY™ MUSIC STAGE

The lineup at the Chevy Music Stage included 40 acts performing more than 26 hours of concerts.

Thursday: Bomshel, Tyler Dickerson, Jaron and The Long Road to Love, Blaine Larsen, Randy Montana, Kentucky Headhunters, Classic Country Show (Jim Ed Brown with Helen Cornelius, Jeannie Seely,Gene Watson and Lynn Anderson)

Friday: James Wesley, Katie Armiger, Brantley Gilbert, Fast Ryde, The Harters, Steve Azar, Chris Janson, Mark Wills, Emily West

Saturday: Trent Tomlinson, Jesse Lee, Brady Seals, Mallary Hope, Ash Bowers, Julie Roberts, Jason Boland, Thompson Square, Shel, Bo Bice

Sunday: Gary Morris, Whitney Duncan, KingBilly, Carter’s Chord, Confederate Railroad, Jason Michael Carroll, Trailer Choir, LoCash Cowboys, Stealing Angels

Each day was filled with lots of music and activities! Sirius XM Satellite Radio carried the shows live each day. Fans could also discover Chevy vehicles on display including the Equinox, Traverse, Malibu, Silverado, Tahoe, and Camaro!

AT BRIDGESTONE ARENA PLAZA

CHEVY™ RIDE & DRIVE

Ladies and Gentlemen, start your engines. Fans from near and far lined up to test drive the new model vehicles from Chevy including the Malibu,

Traverse, Equinox, Cruze, and Camaro!

In response to the devastating floods that struck Nashville earlier this year, Chevy generously

donated $10 for every test drive to the Community Foundation of Middle Tennessee for Flood Relief.

SPECIAL FAN SAMPLING OPPORTUNITIES

• Fun TeamEvery day, The CMA “People Country Fun Team” could be found hitting the streets and distributing samples, coupons, and other free gifts. More than 75,000 items were distributed by more than 15 energetic volunteers.

• Registration BagsAll 4-day ticket holders received a Registration Bag. Included with these bags were items from partners, as well as the event pocket guide, and other visitor information. Distributed to over 32,000 fans!

• Ticket PackagesMore than 10,000 4-day ticket packages were mailed out in advance of the event. Partners could include special messaging with these advance mailings – coupons, retail listing, samples, etc.

FAN FEEDBACKJody [email protected]® Boots Trip Winner

I emailed Durango about our trip and I want to tell you all about it too. We had a wonderful time! We were at CMA 2006, 2008 and now 2010....this year we had better luck or knowledge and ran into many more celebrities then previous years. I ran into Jack Ingram on our hotel elevator I was so shocked I forgot to push the floor button! LOL! I did not get a chance to get an autograph from Rascal Flatts. Angie told me she tried to arrange something, that was so sweet of her. We did get very close to them so that was fun. GAC recorded us saying we were GAC Super Fans, that was awesome...still looking for it on TV. We were sitting a couple seats down from the little boy who played the guitar, in the backseat, of Randy Houser’s video. He was such a cutie! The gift bag you gave me was such a surprise, I did not expect so many things, thank you! My favorite CD (outside of Rascal Flatts) is Danny Gokey. There were so many freebies this year we were glad we brought extra luggage. The hotel was very nice and very convenient to the Convention Center. The service was excellent, from the front desk, concierge to house keeping. Their beds are so comfortable! The shuttle drivers were very friendly and informative. We have no complaints about the trip what so ever! Thank you again so much for all your help in making this trip so easy for us ...we love the CMA Festival and plan on returning in the near future.

Jimmy [email protected]™ Trip Winner

The trip to Nashville was the best vacation I have ever had. The hotel was top notch, shuttle services were on time and comfortable and the overall experience is one I'll never forget. I honestly had the time of my life in Nashville and maybe one day I'll be fortunate enough toreturn for CMA fest.

Kem DucoteChevy™ Trip Winner

I wanted to write thank you for handling all of the details for our Nashville trip. The CMA Music Festival was a blast and we enjoyed seeing the city. My teenage daughter was so excited to see Taylor Swift and to participate in many events over the four day period. Please express my appreciation to the sweepstakes sponsors. It was truly a memorable experience.

mailto:[email protected]

mailto:[email protected]

Sugarland

Sample print ad supporting 2010 ABC-TV Special“CMA Music Festival: Country’s Night to Rock”

ABC NETWORK TV SPECIAL

Nashville’s CMA Music Festival gives event attendees unprecedented access to the stars of Country Music. And ABC

Television Network takes that access even further – to fans coast-to-coast – when the annual music extravaganza “CMA Music Festival: Country’s Night to Rock” airs

Wednesday, Sept. 1.

For the seventh consecutive year, the CMA Music Festival has been chronicled for a major network TV special.

The 2010 showcase, hosted by music and film superstar Tim McGraw, features nearly two dozen performances and up-

close artist vignettes.

The 2009 special was a ratings winner, topping the night in total viewers for ABC and tying for first-place amongst the coveted

Adults 18-49 advertising demo.

To date, “CMA Music Festival: Country’s Night to Rock” remains the ONLY music festival TV special on network television.

PROMOTIONS

CMA Music Festival promotions continue to build awareness and anticipation for the event, and have a positive impact on ticket sales. Promotions for the

2010 event included partner retail promotions, national and regional broadcast promotions, and strategic online promotions.

RETAIL: McDonald’s restaurants throughout middle-Tennessee featured tickets information, CMAfest.com callouts and on-site activities information on

a variety of assets including (10) interstate billboards; Redbox DVD vending machine signage; trayliners at (142) area stores; and more.

A partnership with Kroger gave fans an exclusive ticket offer for the 2010 CMA Music Festival nightly concerts. The promotion was supported with in-store radio; door posters and easel-backs at nearly (70) stores throughout middle

Tennessee and in Bowling Green, Ky.; regional print advertising; targeted online advertising and social media engagement on Facebook, Twitter

and MySpace; and more.

ONLINE: Online promotions included partnerships with iTunes; MySpace Karaoke; Travelocity/Sony Nashville; Pandora; various Festival artists; and a

major cross-channel sweepstakes awarding Lifetime Tickets to one lucky winner. Through the strategy employed, CMA’s social media and consumer e-mail newsletter subscriptions experienced exponential growth Q1-Q2 2010.

RADIO & TV: National radio promotions ran in partnership with “Crook & Chase Countdown,” while more than 55 regional stations also ran promotions.

Promotions also ran across 10 regional TV and print media partners.

MORE: Other promotional partners included Grand Ole Opry, Country Music Hall of Fame® and Museum, Country Music Television, Great American

Country, The Country Network, New Music Nashville and others.

McDonald’s Redbox display

MySpace Karaoke contest

Kroger in-store Ticketmaster signage

Grand Ole Opry sweepstakes

ADVERTISING

While unpaid promotional efforts for the 2010 CMA Music Festival got underway in summer 2009, the advertising campaign

officially launched in March 2010. National television advertising began in March with cable spot

runs on CMT, GAC and RFD-TV. Local and regional television schedules ran April through June, with heavy concentration in the

60 days leading up to the event. Nashville network affiliates WKRN-TV (ABC), WTVF-TV (CBS), WZTV-TV (FOX), WNAB-TV (CW)

and WUXP-TV (MyTV) carried flights for the event, along with cable provider Comcast Spotlight in Nashville. Cable channels

included CMT, GAC, VH1, TLC, Discovery Health, Lifetime, Bravo, Oxygen, SOAPnet and E! Entertainment,

Regional radio ad buys were scheduled in markets within driving distance to Nashville. More than 55 stations were selected in

markets including Chicago, Atlanta, Tampa, Charlotte, Indianapolis, Nashville, Birmingham, Memphis, Knoxville,

Lexington, Paducah, Huntsville, Evansville and more.

National print advertising occurred in Country Weekly magazine, while local/regional print advertising ran in publications including

TravelHost magazine, the Music City Vacation Guide and local newspapers The Tennessean, MetroMix Nashville, and The Scene.

Other advertising efforts included local and regional radio campaigns, a Nashville out-of-home campaign and online

advertising with Pandora.com, Facebook.com and Country radio station sites.

PREMIERE RADIO NETWORKS

CMA’s official radio partner, Premiere Radio Networks, brought 18 of Country radio’s top-rated stations from markets including Los Angeles, Atlanta, Phoenix, Seattle, Tampa, Denver, St. Louis, Portland,

Pittsburgh, Charlotte, Indianapolis, Raleigh-Durham, Baltimore, San Diego, Nashville, Columbus, Norfolk and Louisville, and overnight syndicated radio program “After MidNite with Blair Garner” to Nashville

for three days of remote broadcasts from the Convention Center. Fifty-four artists and celebrities participated in the remotes reaching 13.1 million listeners.

Among the participating artists and celebrities were Jason Aldean, Rodney Atkins, Dierks Bentley, Sara Evans, Julianne Hough, Uncle Kracker, Martina McBride, Richard Petty, Kellie Pickler,

Darius Rucker, and Gretchen Wilson.

PRINT MEDIA

Partial list of stories and mentions featured in print publications:

DAILY NEWSPAPERS:

Los Angeles TimesUSA TodayNewsdayAtlanta Journal-ConstitutionBoston HeraldThe Times-Picayune (New Orleans)The Commercial Appeal (Memphis)The TennesseanThe City Paper

MAGAZINES:

ParadeUSA WeekendBillboardBusiness LeaderPollstar MagazineBroadcaster Magazine

TV/ONLINE MEDIA COVERAGE

More than 700 journalists from more than 200 domestic and international media outlets were credentialed for 2010 CMA Music Festival. Media coverage of CMA Music Festival and the

Festival television special was strong with CNN Headline News broadcasting live from the banks of the Cumberland River. This was CNN Headline News’ first time at CMA Music Festival, and they taped stories for future broadcast, as did “Good Morning America,” Associated Press TV,

FOX News Channel, MSN.com, People.com, and many more.

Partial list of stories and mentions featured on broadcast and online media outlets:

TV:NBCCBSABCMSNBCFOX News

CNNCNN Headline NewsE! EntertainmentCMT

Online:AOL.comCNN.comYahoo.comPeople.comMSNBC.comCNBC.comCMT.comBillboard.com

New York Times OnlineUSA Today OnlineLos Angeles Times OnlineABC News OnlineChicago Tribune OnlineSeattle Times OnlineWashington Times OnlineBaltimore Sun Online

RADIO MEDIA COVERAGE

April – June 2010Radio Promotions

Impact Value: $1,101,001

Partial list of radio station participants:

Atlanta - WUBL

Baton Rouge – WYPY

Birmingham – WZZK/WDXB

Charlotte – WKKT

Chicago – WUSN

Columbus – WCOL

Indianapolis – WFMS, WLHK

Knoxville – WIVK, WMYL

Louisville – WAMZ

Phoenix – KNIX

Pittsburgh – WDSY

Raleigh – WQDR

Seattle - KMPS

St. Louis –KSD

Plus - National Radio Program: “After MidNite with Blair Garner”

CMA MOB

The 2010 CMA Music Festival brought new and innovative ways for partners to connect with the 260,000 fans on site. For the first time, attendees could join the CMA MOB, the CMA’s proprietary mobile database, to receive real-time messages about exhibit activities, event and autograph

schedules, and tickets give-aways. The digital promotion effort of the CMA Music Festival added more than

34,900 mobile database members.

Mobile messaging was displayed on the Jumbotrons both at LP Field during the nightly concerts and at the Riverfront

Stage during the daily concerts. More than 54,000 messages were texted in hopes of being displayed on

jumbo screens during the LP Field shows.

MOBILE DATABASE

SOCIAL MEDIA

The social networks, Twitter, Facebook, MySpace, and YouTube served as yet another outlet to reach the core Country music fans.

Status updates, postings, tweets, and videos went live in the months and weeks leading up to and even during the CMA Music

Festival. CMA’s social networking numbers have jumped dramatically and are continuing to grow.

Twitter – 28,642 followersFacebook – 52,934 friendsMySpace – 13,099 friendsYouTube – 621,958 channel views

CMA ONLINE

New digital applications made it easier for fans to get involved creatively with CMA Music Festival. The numbers tell the story:

• More than 4,500 fans downloaded the new CMA Music Festival iPhone app• More than 7,000 attendees created their own custom schedule of Festival events via the Web site• Over 850,000 unique visitors viewed the new www.cmafest.com website from March-June

http://www.cmafest.com/

PROMOTION & PUBLICITY INDEX

SPONSOR LOGO

Country Weekly Magazine – Ad August 2, 2010

Partner Logo

Close Up Magazine – Article Volume 2Page 31 (Inside Back Cover)

Partner Listing

Close Up Magazine – Article Volume 3Pages 4 - 6

Partner Logo or Listing

Her Nashville – Ad May, 2010

Chevy Logo

The Tennessean – AdMay 21, 23, 28, 2010

Partner Logo

The Tennessean – Ad June 4, 2010


The Tennessean – 4 Page Pull Out Guide June 6, 2010Page 1-4

Partner Logo & Listing

The Nashville Scene – Ad April 15, April 29, May 13, May 20, May 27, June 3

Partner Logo

The Nashville Scene – Ad May 13, May 20, 2010


Music City Tennessee Cluster – Ad May 26, 2010

Included in the following publications:

• Davidson AM

• Williamson County Products (Brentwood, Franklin, Spring Hill and Thompson Station)

• Hendersonville Star New

• Gallatin News Examiner

• Robertson County Times

• Dickson Herald

• Ashland City Times


Metro Mix Nashville – Ad June 3, 2010


Metro Mix Nashville – 4 Page Pull Out Guide June 10, 2010Page 1-4

Partner Logo & Listing

College Papers


UT Chattanooga Echo April 15, 2010

UT Knoxville The Daily Beacon April 21, 2010

Austin Peay The All State April 21 & 28, 2010

MTSU Sidelines – Ad April 22, 2010

Vanderbilt HustlerApril 28, 2010

Belmont Vision – AdApril 29, 2010

CMA Music Festival WebsiteHome Page

Chevy Logo & Web Banner

CMA Music Festival WebsiteFan Fair Hall Page

Greased Lightning Logo

CMA Music Festival WebsiteFamily Zone Page

Dr Pepper & McDonald’s Logo

CMA Music Festival WebsiteFun Zone Page

Partner Logo

CMA Music Festival Website Sports Zone Page

Partner Logo

CMA Music Festival WebsiteMusic City Zone Page

GAC Logo

CMA Music Festival WebsiteTickets Page

Greased Lightening Listing

CMA Music Festival WebsiteRiverfront Daytime Concert Stage Page

Field & Stream & Macanudo Logo

CMA Music Festival WebsiteDurango Boots Specialty Page

CMA Music Festival WebsiteCustom Schedule Page

Chevy & Greased Lightening Listing

CMA Music Festival WebsiteCMA MF TV Special Landing Page

Chevy Logo & Web Banner

CMA Music Festival MySpace Page

Chevy Logo

CMA Music Festival Facebook Page

Chevy Logo

CMA Music Festival Twitter Page

Chevy Logo

CMA MOB Text Messages

Chevy Listing

Dates Sent:June 9th

June 10th

June 11th

Chevy Stage 6/9 Taylor Swift Tickets & Chevy Sign 6/10

Chevy Camaro Ticket Upgrade 6/11

Chevy Stage 6/11Taylor Swift Tickets & Chevy Sign 6/10


CMT Listing

Dates Sent:June 8th

June 9th

June 12th

CMT Music Awards and Text Updates 6/8

CMT Music Awards 6/10 CMA Fan Social 6/12


Drive4COPD Listing

Date Sent:June 10th

Drive4COPD and Patty Loveless 6/10


Greased Lightning Listing

Dates Sent:June 10th

June 11th

June 12th

June 13th

Greased Lightening Fan Fair Hall – Taylor Tickets 6/10

Greased Lightening Fan Fair Hall - Last Day 6/13

Greased Lightening Fan Fair Hall - Rascal Flatts Tickets 6/12

Greased Lightening Fan Fair Hall - Bo Bice Tickets 6/11


Dr Pepper & McDonald’s Listing


June 11th

June 12th

June 13th

McD/DP Free Family Picnic 6/10

YWCA Auction in McD/DP Family Zone 6/13

McD/DP Free Samples 6/12

Block Party in McD/DP Family Zone 6/11


Manwich Listing


June 12th

Open Mic Contest 6/10 Meet Jamie O’Neal 6/10


Silpada Listing

Dates Sent:May 28th

June 3rd

June 10th

June 11th

Silver Up Silpada Website 5/28 Silver Up Silpada Website 6/3

Meet Danielle Peck 6/11Meet Pam Tillis 6/10


Super 8 Listing

Date Sent:June 12th

Vote for Super 8 Top 8 6/12


Tasti D-Lite Listing

Date Sent:June 13th

First 20 Free Treat 6/13


The Country Network Listing


June 12th

Skype Lounge David Nail 6/10 Bounce Back Text – Free Posters 6/12


TNT – Memphis Beat Listing

Date Sent:June 11th

TNT Seat Upgrade 6/11

CMA Music Festival Daily ScheduleThursday - Sunday

Partner Listing

CMA Music Festival 4-Day Event Pass

Partner Listing

CMA Block Party Signage

Chevy Logo

Chevy Music Stage SignageThursday & Friday

Chevy Logo

Chevy Music Stage SignageSaturday & Sunday

Chevy Logo

Chevy Music Stage SignageHung on Stage

Chevy Logo

Chevy Ride & Drive Signage

Chevy Logo

Zone Information Booth SignageThursday & Friday

GAC Logo

Fun ZoneFamily ZoneSports Zone

Bridgestone Arena Plaza

Fan Fair Hall Information Booth Signage1st Floor Entrance

GAC Logo

CMA Family Zone Main Stage Signage


Ultimate K9 Sports Show SignageHung on 5th Ave Activity Tent

Celebrity Bull Riding Challenge SignageHung on 5th Ave Activity Tent

Random House Tent SignageFamily Zone

CMA Sports Zone Main Stage Signage


Sports Zone Stage Signage

Riverfront Park Directional Signage

Manwich Signage

Vendor Cart Sign

Backstage Crew Tent Sign

CMA Skype Lounge SignageFan Fair Hall

Zone Signage5 Signs in Downtown Nashville

Family Zone


Fun Zone/Riverfront Park

Bridgestone Arena

1st Ave FencingRiverfront Park

Acoustic Corner SignageFan Fair Hall


Escalator WrapFan Fair Hall


Entrance WrapFan Fair Hall


Fan Fair TV ModulesFan Fair Hall


Fan Fair TVFan Fair Hall & Fun Zone


Questions: Answers:Questions:Answers:

LP Field JumbotronSunday Night

LP Field Jumbotron

LP Field Jumbotron

Thursday Winners

Sunday WinnersSaturday Winners

Friday Winners

Directional SignageDowntown Nashville

Chevy & Greased Lightning Logo

CMA Media RoomFan Fair Hall

Downtown Nashville Pole Banners

Ceiling SignageFan Fair Hall

LP Field

CMA Music Festival Registration Bags

Partners Included:CMTDish NetworkFarm Girl/Farm Boy BrandsVelveeta Shells & CheeseManwichPeopleSuper 8Mahindra TractorsOutback Steakhouse/Tim McGrawITunesMcDonaldsTasti D-Lite

CMA Music Festival VIP Corporate Gift Bags

Partners Included:ABCMicrosoftSony PlayStationCombos SnacksGreased LightingMacanudoFarm Boy/Farm Girl BrandsDurango BootsField & Stream MagazineOutdoor Life Magazine

CMA Music Festival Television Advertising Inclusion

Timing: March 2010 – June 2010

Spots: 805

Inclusion in (2) versions of CMA Music Festival ticket sales spots, that ran nationally (CMT, CMT Pure Country, GAC and RFD networks), and regionally on Nashville-area broadcast network affiliates and select cable channels within Comcast Spotlight:

Nashville Affiliates: Nashville Comcast Spotlight Nets:

WKRN-TV (ABC) CMT VH1

WTVF-TV (CBS) GAC TLC

WZTV-TV (FOX) E! Oxygen

WNAB-TV (CW) Lifetime Bravo

WUXP (MyTV) Discovery Health

Total Media Value: $180,814

ID: Chevy logo included in spots

Timing: May – June

Spots: 392

Media Value: $21,955

Included the following markets:

Bowling Green, KY (WBVR , WGGC)Chattanooga, TN (WUSY)Clarksville, TN (WVVR)Cookeville, TN (WGSQ)Evansville, TN (WKDQ)Jackson, TN (WOGY, WWYN)Nashville (WSIX, WKDF, WSM FM, WSM AM, WJXA)Paducah, KY (WKYQ)

ROI – Sponsor Name2010 CMA Music Festival

Country Weekly (Circulation: 75,000)Thank You Ad – 8/2/10 800,000 Readership

Close-Up MagazineVolume 2 (Circulation: 7,400) 18,500 ReadershipVolume 3 (Circulation: 7,800) 19,500 Readership

Her Nashville Magazine (22,000)Girls Night Out Promotion – May 56,000 Readership

The Tennessean (Weekly Circulation: 132,000)Ticket Promotion – 5/21/10 450,000 Readership Ticket Promotion – 5/28/10 450,000 Readership Free Zones & Chevy Music Stage – 6/4/10 450,000 Readership

The Tennessean (Sunday Circulation: 198,000)Ticket Promotion – 5/23/10 592,000 Readership 4-Page Pull Out Guide – 6/6/10 592,000 Readership

The Scene (Circulation: 53,00)Nightly Concerts at LP Field – 4/15/10 203,000 ReadershipNightly Concerts at LP Field – 4/29/10 203,000 ReadershipGirls Night Out Promotion – 5/13/10 203,000 ReadershipNightly Concerts at LP Field – 5/13/10 203,000 ReadershipGirls Night Out Promotion – 5/20/10 203,000 ReadershipNightly Concerts at LP Field – 5/20/10 203,000 ReadershipNightly Concerts at LP Field – 5/27/10 203,000 ReadershipNightly Concerts at LP Field – 6/3/10 203,000 Readership


Music City Tennessee Cluster – 5/25/10 450,340 Total DistributionDavidson AM Williamson County Products (Brentwood, Franklin, Spring Hill and Thompson Station)Hendersonville Star NewGallatin News ExaminerRobertson County TimesDickson HeraldAshland City Times

Metromix Nashville (Circulation: 42,000)Free Zones & Chevy Music Stage – 6/3/10 145,300 Readership4-Page Pull Out Guide – 6/10/10 145,300 Readership

College Newspapers – Ticket PromotionVanderbilt Hustler – 4/28/10 10,000 CirculationUT Chattanooga Echo – 4/15/10 UnavailableAustin Peay The All State – 4/21/10 & 4/29/10 6,000 CirculationUT Knoxville The Daily Beacon – 4/21/10 13,000 CirculationMTSU Sidelines – 4/22/10 8,000 CirculationBelmont Vision – 4/29/10 8,310 Circulation

Daily Schedule – Thursday, June 10th 12,000 ImpressionsDaily Schedule – Friday, June 11th 8,000 ImpressionsDaily Schedule – Saturday, June 12th 12,000 Impressions Daily Schedule – Sunday, June 13th 12,000 Impressions


4 Day Event Pass (Chevy & GL Only) Listing 329,280 Impressions

Comcast Cable TV Spot Buys – Family Zone/Sports Zone (?? spots) ?? Value

CMA Music Festival WebsiteMarch 134,258 Unique VisitorsApril 180,990 Unique VisitorsMay 250,538 Unique VisitorsJune (through June 14th) 303,912 Unique Visitors

CMA Music Festival Web BannerChevy (Home Page) – 4/30/1010 479,438 ImpressionsTEL Corporation (Fun Zone Page) – 4/30/10 6,458 ImpressionsSilpada (Fan Fair Hall Page) – 5/13/10 94,492 Impressions

Other WebsitesFacebook – 5/10/09- Current (Chevy Only) 67,737 ImpressionsMySpace – 5/10/10 – Current (Chevy Only) 4,981 ImpressionsTwitter – 5/10/10 – Current (Chevy Only) Unavailable


E-News (4 releases) 103,000 Impressions per release ?? Impressions(4/30, 5/24, 5/29,6/5)

Pocket Schedule On-Site CMA Music Festival (55,000 Quantity) – Ad, Logo or Listing ?? Impressions

Fan Fair HallExhibit Space, Entrance Wrap, Ceiling Signage,Fan Fair TV ?? Impressions

Zone Space & OtherExhibit Space, Sampling, Signage, Riverfront Fencing Signage, Fan Fair TV, ?? Impressionsand the Jumbotron feature slide, Logo ID and Family Zone Commercial at the Coliseum

Press Releases (17) 1,500,000 per release ?? Impressions

2011 MARKS OUR 40TH ANNIVERSARY.

DON’T MISS IT!JUNE 9-12, 2011

NASHVILLE, TN

2010 CMA Music Festival Recap

Entertainment & Humor

Transcript of 2010 CMA Music Festival Recap