Marketing Field Report
The Bradenton Area River Regatta
Recently the Marketing and Promotional Committee received a copy of the economic impact study for the 2020 Bradenton Area River Regatta held on February 08, 2020, in Bradenton, Florida. Conducted by an independent, professional research firm, this detailed account provided insight on attendance, gender, information sources, and return visits. Face-to-face interviews conducted via random sampling of the audience provides the basis for the statistics. (Note: the study and report focused on out-of-town spectators)
The underlying facts for this high-profile community event are critical for APBA: exciting, high-energy boat racing, when appropriately managed, and marketed correctly, provides an excellent platform for expanded opportunities in local communities. Understanding the basic premise (an entertaining event with a specific purpose) and how the producers implemented and managed their marketing program allows all of us to capitalize on their success. “The total economic impact of out-of-county visitors to the 2020 River Regatta is (slightly more than) $10,000,000.” That number is not a typo. That number represents what can be achieved when an event employs a few basic principles. Realistically, not every boat race can generate those dollar returns to their locations, but learning from experts allows everyone to benefit, increasing the potential for better branding and sponsorship dollars.
Impact Study Summary
- Estimated attendance for the one-day event – 112,500 (police estimate was double that figure)
- 7% were area residents, 26% were day-trippers, and 13.3% were overnight visitors
- Typical overnight visitor group was an average of 3 people and spent an average of 4.9 nights in the Bradenton area.
- Visitors received their information from the following sources: television, internet, magazines/newspapers, recommendation/word of mouth, a previous visit to the event, and other resources.
- 3% of the non-resident audience members would return for next year’s (2021) event
- The average age of the adult attendee is 53.2 years, 29.2% were families with children, and the household income of the typical audience member is $83,839.
Event Basic Information
- 2020 festival was the sixth annual event
- Event footprint covers both sides of the Manatee River
- Involves two cities — Bradenton and Palmetto, Florida
- Utilizes a highway bridge for spectator viewing
- Requires special permitting for endangered species
- Festival has a dual primary focus – powerboat racing followed by fireworks
- Secondary focus is peripheral entertainment which includes land-based activities such as stunt and frisbee dogs, family fun zone, local music, as well as on-water flyboard demos during mandated Coast Guard breaks
What we can extrapolate from the research
- Bradenton Area River Regatta focused on the area/region –they do not consider their event to be “national.”
- Non-residents bring an infusion of cash to the local community
- A fully engaged audience makes return visits
- Coordinated marketing and advertising program is critical for success
- Use of all available regional marketing opportunities maximizes reach
Using the Information
The following bullet points are reminders, helpful references to guide you and your race club/committee in producing a successful event. Two key questions that must be answered: Is this entertaining? Is the race marketable?
- Planning: from the initial idea and goals (mission statement) to your program, you should include objectives, concept, format, duration, dates, and location as the critical first step.
- Production Considerations: deciding categories and classes to fit the venue and finding entertainment/concessions and vendor contracts
- Management: plan race to avoid long delays, lag-time between heats kills the entertainment value
- Logistical Requirements: regulations, permits, utilities, equipment, traffic control, and parking, information services, signs, public amenities, security, emergencies, insurance policies, and guidelines.
- Promotion: Use all available media with a focus on local and regional outlets
- Marketing: develop sponsorship proposals from a client perspective do not inflate numbers, emphasize spectator reach and demographics while demonstrating how participation with your race is a benefit
Do you need advice with marketing decisions? Can we help with planning, flyers, posters, or schedule and hero cards or other printed materials? Would you like an assist with your sponsorship proposals or media releases? We are an email away, part of our effort, through APBA’s Promotional and Marketing Committee, to get you from HERE (an idea) to THERE (a successful race).
Jean Mackay-Schwartz – [email protected]
Sherron Winer – [email protected]
*Bradenton Area River Regatta Impact Study information courtesy of the Regatta producers and the Bradenton Area CVB.
