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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- Food Vendors
DEL MAR FAIRGROUNDS- Beverage Carts
DEL MAR FAIRGROUNDS- Coffee Stands
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
Del Mar Race Track Opening Day
Del Mar Race Track Opening Day
Del Mar Race Track Opening Day
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 AND FLOPS CLICK FOR VIDEO RECAP
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
Red Bull Play and Destroy
Red Bull Play and Destroy
TOPS AND FLOPS CLICK FOR VIDEO RECAP
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