Del Mar Race Track + Fairgrounds + Play and Destroy 2014- compressed-Graff

DEL MAR RACE TRACK+ SAN DIEGO FAIR 2014

FAIRGROUNDSHIGH 5’S

• Perfect Serve• Perfect Visibility

• 17 Coolers• 6 Ice Barrels

• Perfect Menu• Right Price• Bull Store

DEL MAR FAIRGROUNDS- 2014 Process Improvements

Wings Team Sample Vendors Pre-Fair• Sell Sheet Delivered with Cans

Non-Trad + RBDC + ON-P Blitz Pre-Fair• 4 Days in Field Cold Calling

Premier Menu Support in Beer Gardens• Improved Placement

DEL MAR FAIRGROUNDS- Food Vendors

DEL MAR FAIRGROUNDS- Beverage Carts

DEL MAR FAIRGROUNDS- Coffee Stands

SOCIAL MEDIA CLICK FOR VIDEO RECAP

https://vimeo.com/61105577


FAIRGROUNDSALES

• + 48% Volume Increase!

• 2014 = 221 Cases• 2013 = 149 cases• 2012 = 78 cases• 2011 = ZERO

TOPS AND FLOPS CLICK FOR VIDEO RECAP

Tops 14 New points of distribution

All SKU’s sold Big Win - Beverage Carts new vendor for 2014

Largest Red Bull vendor at fair 60cs Sold with Perfect Visibility at each point

Complete 360 Cell Team Activation Wings Team sampling vendors pre-fair Non-Trad blitz pre-fair RBDC delivery trucks Geoff Aaron motocross stunt show to offset PA spend On-Premise planned and executed sales process/cycle start to finish

Flops Incorporate Fair into scheduled RBDC route plan to maximize vendor reorders Credit card payment processing would expedite transactions Edition rainbow packs needed to increase distribution



RACE TRACK HIGH 5’S

• Perfect Serve• Perfect Visibility

• - 51 Coolers• Perfect Menu• Right Price• Bull Store

RED BULL ASSETS @ THE TRACK

• Tour Bus• LTA DJ Stand• Big Red

• PB Shore Club Staff Incentive

Del Mar Race Track Opening Day

TOTAL SALES• +32% Volume Increase• 2014 = 1310 cs• 2013 = 992 cs• 2012 = 923 cs• 2011 = 834 cs*Fairground + Race Track Summerand Fall Season


Tops Perfect Serve property wide Perfect Visibility at all bars

51 Coolers Placed Perfect Menu w/ Right Price Red Bull Editions distribution at select high volume bar locations New and additional Fall race season in November will boost Red Bull sales

Flops Work to lower Red Bull price point to $5 next contract (Same price as Water) Red Bull Tour Bus needs better placement for optimum attendance

Shaded area would be ideal More Red Bull distribution points near Tour Bus would increase impulse purchases



RED BULL PLAY AND DESTROY

@ DEL MAR RACE TRACK

November 15th, 2014

CPC• Cans Sold = 168• Attendance = 175 • CPC = 0.96

Red Bull Play and Destroy


Tops 0.96 CPC Perfect Outlet Integrated top 3 universities in San Diego using Face Book social media contest

USD UCSD SDSU

Crowd Surfing! Expanded relationship with Del Mar Race Track

Play and Destroy was foundation for College Day Critical event to build interest during inaugural fall race season

Flops Big Red cancelled last minute due to insurance reasons



Del Mar Race Track + Fairgrounds + Play and Destroy 2014- compressed-Graff

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