2. T he iconic experience brand of the rally,
the Sturgis Buffalo Chip®, celebrated its 31st consecutive year of music, motorcycles, freedom and camaraderie.
Tens of thousands of passionate fans journeyed home to the Buffalo Chip in 2012 to lose their inhibitions, to celebrate their
lives and to create memories that will last a lifetime. There is simply no other music venue that can match the unique and
authentic motorcycle experience of the Sturgis Buffalo Chip.
Despite recessionary cautions, the Sturgis Buffalo Chip hosted record crowds by offering one of the best nine-day
concert lineups in the nation along with more events and more entertainment, injecting millions into the local economy.
Due to its high-profile appeal, the Sturgis Buffalo Chip brand reached new heights in 2012 by being featured in three
national broadcasts on the Discovery and Travel Channels making it the most highly televised celebration in motorcycling.
Each passing year, the dedicated and professional staff of the Sturgis Buffalo Chip continues the trend of growth
and improvement by providing its loyal and ever-expanding consumer base with improved facilities, services and
amenities, making their experience even more memorable. Not only do Chip-lovin’ fans come to stay and play, but they
also give back to the local community, helping raise over $60,000 for local Black Hills charities by participating in the
Chip’s Legends Ride® and Biker Belles® charity events.
© 2012 Buffalo Chip Campground, LLC. 2

3. 2012 chip
full range of fans
© 2012 Buffalo Chip Campground, LLC. 3

4. 2012 chip
fit dimensions
Our customers are very loyal and passionate consumers. They are heavy consumers of Census Division What activities do you enjoy?
travel products, home improvement products, recreational-outdoor products and of course, West North Central – 18% Hunting/Fishing – 56%
motorcycles, parts and accessories. Attendees from all 50 states and 23 countries. Mountain – 23% Sports, attending
East North Central – 19% or playing – 53%
West South Central – 14% Boating/Sailing – 47%
Pacific – 13% Theme Park – 25%
New England – 3% Gambling – 31%
East South Central – 7% Shopping – 26%
South Atlantic – 1% Hike, Bicycle – 32%
Middle Atlantic – 2% Visit Museums/
Historic Places – 30%
Education Level
Bachelor’s Degree – 23% When you attend
Some College – 38% the Rally, what is your
Graduate Degree – 13% average length of stay
High School – 24% at the Buffalo Chip?
Less than High School – 2% Less than 3 days – 5%
3-4 days – 18%
Describe your occupation 5-6 days – 30%
Professional/technical – 26% 7-8 days – 32%
Middle management – 9% 9-10 days – 9%
Upper management/executive – 10% 10+ days – 6%
Gender: How many trips Clerical/service worker – 8%
Male: 63% do you take per year? Tradesman/laborer – 15% How many times
Female: 37% 0-2: 29% Self-employed/business owner – 21% have you stayed at the
3-5: 46% Retired – 6% Buffalo Chip Campground
Marital Status: 6-8: 16% Student – 5% during the Rally?
Single: 48% 9 Plus: 9% 1st Time – 40%
Married: 52% Which of the following 1-5 – 44%
Dwelling Type do you intend to do within 6-10 – 12%
Age: the next 6 to 12 months? 11+ – 4%
Under 19: 1% Rent – 22%
Own – 78% Take a cruise – 21%
19-24: 10% Fly to a vacation destination – 29% How did you travel
25-34: 22% Buy a new home entertainment system – 7% to the Buffalo Chip?
35-44: 25% What was your total
household income before taxes Buy a new personal computer – 10% Ride – 46%
45-54: 26% Buy a house – 6% Auto/truck towing a
55-64: 13% for the past calendar year
(Jan-Dec)? Remodel current home – 10% trailer/RV – 51%
65-74: 2% Buy a new recreational vehicle – 4% Fly – 3%
75 Plus: 1% $1 - $49,999 – 26%
$50,000 - $99,999 – 38% Buy a new motorcycle – 9%
Do you have a passport? $100k - $149,999 – 21% Buy/lease a new car, truck or SUV – 4%
Yes: 57% $150k - $199,999 – 9%
No: 43% $200k + – 6% Statistics courtesy of 2011 Sturgis Buffalo Chip Marketing Survey.
© 2012 Buffalo Chip Campground, LLC. 4

5. 2012 chip event
highlights
Epic Massive Engaging Community
Entertainment Exposure Events Leadership
Since 1982, the Sturgis Buffalo Saving Abel, Buckcherry, The Chip works closely with The Sturgis Buffalo Chip brand To providing expanded
Chip has played host to the Lukas Nelson & Promise of the major network television to stands out as unique and opportunities to the industries
best recording artists on the Real, SLASH featuring Myles secure high profile national valuable by not only offering its future technicians and raising
planet giving moto-music fans Kennedy & The Conspirators, and international media customers the hottest nightlife significant funds for local
nine full days of unforgettable Aaron Lewis, Candlebox, placements. For 2012, in Sturgis, but also an unlimited charities, the Sturgis Buffalo
performances. Along with the Loverboy, Skid Row, Sweet the Sturgis Buffalo Chip amount of engaging and Chip is as passionate about
unmistakable rock and rumble Cyanide, the 4onthefloor, was chosen by the Discovery memorable events during the helping those around us as we
vibe of the Sturgis Buffalo Finding Clyde, Adelitas Way, Channel to film episodes for day, including the 12th annual are about throwing the Best
Chip, sellout crowds reveled WAR, Michael Holt and the American Chopper Sr. vs. Jr. Motorcycles as Art Exhibition, Party Anywhere. Through
in an eclectic mix of headlining Trophy 500’s, and many more. and American Guns along Zip the Chip Zip Line, Rumble our own proprietary charity
superstars and talented with three separate one-hour in the Hills Pro Hillclimb, Harley platforms including the Buffalo
up-and-comers across every specials set to air on the Travel Owners Group-Buffalo Chip Chip Challenge, Legends Ride
genre including: Zac Brown Channel. We make an effort Experience, Guns of Freedom, and Biker Belles, the Sturgis
Band, Lynyrd Skynyrd, Journey, to be everywhere to ensure Victory Owners Sturgis Ride & Buffalo Chip has raised close
Sugarland, Eric Church, the Sturgis Buffalo Chip brand Party, Rat’s Hole Custom Bike to $300,000 for deserving
BOSTON, Shinedown, Sublime stays top of mind. Show and much, much more. charities since 2008.
with Rome,
“2012 marks the eighth year we have been participating in Sturgis, and the past few years we’ve really appreciated serving as the exclusive insurance company for the Buffalo Chip Campground for such
a great event. Being present at the Buffalo Chip gives us a great opportunity to connect with our customers on a personal level and to promote our Motorcycle and Recreational Vehicle products.”
~ Tom Garner – GEICO Motorcycle Director
© 2012 Buffalo Chip Campground, LLC. 5

6. 2012 chip
how we stay hot!
The Sturgis Buffalo Chip engages and interacts with consumers year-round
by building awareness and anticipation for The Best Party Anywhere™ before, during and after the rally.
National Outspoken Proprietary Prolific
Powerful PR Promotions Advocates Platform Partners
Authenticity makes you visible. One of the most effective ways Effective marketing is delivered The reach of the Sturgis In addition to publicity,
The Sturgis Buffalo Chip’s to reach our target audience or influenced by people. Fans, Buffalo Chip brand is extended promotions, advocates and
world-class entertainment is with a series of promotions, musicians, celebrities and by a vast arsenal of owned our own proprietary platform,
and unrivaled motorcycle sweepstakes and contests media alike share an authentic media properties including the Sturgis Buffalo Chip relies
atmosphere captivates the before, during and after the intersection of shared passions its nationally-distributed on its extraordinary sponsors
attention of the world’s Sturgis Rally. Be it our own and values which make them consumer publication, the to extend its reach outside
media and generates massive properties like the Sturgis Rider HUGE advocates for the Buffalo Chip Gazette-Sturgis its sphere of influence.
amounts of exposure across Sweepstakes and Top Model Sturgis Buffalo Chip brand. Rider News®. Our print, online, Blue chip corporations like
all medium. The Chip heightened Contest, or co-promotions From celebrities like R. Lee video, digital and social media BIC USA, Inc., GEICO Motorcycle,
publicity efforts with media like Diaego’s Ultimate Trip “Gunny” Ermey and Paul Teutul properties grab attention, Pepsi Cola, Russ Brown
partnerships and by hosting to the Chip, activations such Jr. to our most important provide direct interaction and Motorcycle Attorneys and
several media groups providing as these allow the good word advocates, our customers, fuel conversation that keeps Victory Motorcycles are just a
the perfect platform of The Chip to penetrate retail we go out of our way to equip consumers engaged before, few of our sponsors who make
for authentic, timely and locations, bars, restaurants, people to influence others about during and after the Sturgis sure the good word of The Chip
compelling content. dealerships and other desirable the fun and excitement of the Rally on a continual basis. is broadcast across a variety of
on-premise locations. Sturgis Buffalo Chip experience. highly visible platforms.
“The Chip is the only place on earth where you get applause via revving engines!” ~ Jennifer Nettles – Sugarland
© 2012 Buffalo Chip Campground, LLC. 6

7. 2012 chip
REACH DIMENSIONS
An experiential platform bringing the universal appeal of music and motorcycling to a global audience.
Onsite Localized Motorcycle Buffalo Chip
Global Reach Audience Reach Audience Platform
The Sturgis Buffalo Chip The largest, most visited venue Local and regional media Upwards of 55 million individual The Buffalo Chip owns
captures the attention of of its kind. In 2012, the Sturgis outlets chose to make the readers got an eyeful of the and manages the largest
the world’s print, digital and Rally ushered in over 445,700 Sturgis Buffalo Chip their Sturgis Buffalo Chip and proprietary marketing platform
broadcast media and generates onsite attendees. Most of top story each day of the rally. partner brand exposure over of the Sturgis Rally. Highlighted
earned media coverage on a which were drawn to the An effective combination of the past year. In addition to by its flagship print publication,
massive global scale. In 2012, Sturgis Buffalo Chip as multi- television, radio, print and being the focal point of two the “Buffalo Chip Gazette-
The Chip was inescapable day campers, concert-goers outdoor media buys along nationally-circulated features Sturgis Rider News”, the
as 1.86 billion audience or frequent shoppers at the with over 300 hours of in “American Iron” and event’s top trafficked website
impressions were generated new free access CrossRoads live remotes on eleven radio “Hot Bike” magazines, the BuffaloChip.com, e-newsletters,
across television, radio, print, commercial destination. stations broadcasting onsite Buffalo Chip gained expansive social media and media
online and social media outlets The Sturgis Buffalo Chip at the Sturgis Buffalo Chip and reoccurring coverage partnerships influencing
making it the most publicized captures and holds the generated a substantial 28 in motorcycling’s leading more than 500 million
event gathering in motorcycling. consumers attention with million audience impressions. domestic and international audience impressions
brand messaging, events print and online publications on a 12-month basis.
and entertainment for including Motorcycle-USA.com,
over 9 high impact days. Ultimate Motorcycling.com,
Cyril Huze Blog, Bikernet.com
“The venue at the Legendary Buffalo Chip provides more value, exposure and overall return on investment and many more.
than any other event.” ~ Robert White – Director of Market Development, Renewable Fuels Association
© 2012 Buffalo Chip Campground, LLC. 7

8. client:
victory MOTORCYCLES
CHALLENGE:
Leverage the power of the Sturgis Buffalo
Chip brand experience to engage rally
goers and drive business growth.
TACTICS:
Entice, engage and extend rally goers
by launching waves of Victory-Chip
activations including replica Buffalo
Chip main stage at Victory factory
display, ambassadors like R. Lee
Ermey, promotions and events like the
Victory Owners Sturgis Ride & Party.
RESULTS:
The Sturgis Buffalo Chip serves as
a catalyst for Victory Motorcycles
to make consumers more receptive
and aware of their brand and
products during the rally. Since its
partnership with the Buffalo Chip
in 2009, North American sales of
Victory Motorcycles have increased
more than 50%.
“Once again the Victory and Buffalo Chip relationship has proven to be one of the most valuable to our brand.
Victory Motorcycles just came off of the biggest and best Rally we have ever had, and the Buffalo Chip marketing
and events team stood by us the whole time with the committed sense of partnership that makes it easy
to do business.” ~ Robert Pandya – Victory Motorcycles
© 2012 Buffalo Chip Campground, LLC. 8

9. client:
Epiphone Guitars
CHALLENGE:
Drive even more buzz and data
capture by hosting the Buffalo
Chip’s Sturgis Rider® Sweepstakes
onsite during the rally.
TACTICS:
Integrated promotion platform
2012 Sturgis Rider Sweepstakes Winner Ian Sherwood - Wood, SD.
utilizing PR content, social media
and onsite registration. Reach
of the promotion extended through
partners like Pepsi Cola integrating
the promotion on over 6 million cans.
RESULTS:
The promotion was a huge success. Over 30,000 consumers signed up to win the bike and guitar which
was a 200% increase from the previous year. Additionally, there was enthusiastic and ongoing media
coverage which generated over 3.5 million audience impressions including a feature in Hot Bike magazine.
“The Sturgis Buffalo Chip has become one of the top events for Epiphone and it gets bigger every year. The Sturgis Rally attracts Epiphone fans from all over the world and our Epiphone artists count
on the Buffalo Chip as the most exciting way to reconnect with longtime fans and make new ones. We can’t wait for next year!” ~ Jim Rosenberg – President of Epiphone
© 2012 Buffalo Chip Campground, LLC. 9

10. client:
Red Bull North America
CHALLENGE:
Deliver real, bottom line impact
on business results, beyond pure
branding and awareness.
TACTICS:
Drive volume and profit
by enhancing brand visibility
and product functionality
throughout the venue-event
with point-of-sale, branded
functional assets, drink features
and staff incentive programs.
RESULTS:
By creating a longstanding partnership
with the Sturgis Buffalo Chip, Red Bull
North America not only created brand
love at the Largest Music Festival in
Motorcycling, they increased case sales
103% from the previous year.
© 2012 Buffalo Chip Campground, LLC. 10

11. client:
Harley-Davidson
CHALLENGE:
Engage young riders by using the Sturgis Buffalo Chip as a
backdrop to host 6 extreme sports athletes and dozens of
journalists as part of integrated marketing campaign called
“Epic Sturgis.”
TACTICS:
Balancing video and image content along with brand
messaging, Harley-Davidson and GoPro provided daily
updates of their epic adventure at The Chip. Fans could
follow across multiple social media platforms.
RESULTS:
By finding the right tone and authenticity of The Chip experience to engage their target audience,
the influx of interest paid off heavily, creating major media and consumer buzz, while boosting
awareness, influence and interaction.
© 2012 Buffalo Chip Campground, LLC. 11

12. 2012
industry leader
For the third consecutive year, the Sturgis Buffalo Chip and industry-leading sponsors continued to fuel the
passion for motorcycling in future technicians with the Buffalo Chip Challenge™. This dynamic partnership
between business and education challenged students from Brown High School in Sturgis to customize a
stock motorcycle donated by Black Hills Harley-Davidson. Under the direction of motorcycle industry veterans
Keith Terry, Randy and Nick Cramer, the students gained real-world experience and built one of the best
custom bikes in 2012, which was featured in the August issue of “American Iron” magazine.
© 2012 Buffalo Chip Campground, LLC. 12

13. 2013 chip
capabilties
The Sturgis Buffalo Chip® unites brands to consumers before, during and after the Sturgis Rally. From mobile marketing displays, to consumers promotions, to set teams,
The Chip has a vast arsenal of assets to connect your brand to a very loyal and passionate audience. Whether your company’s goal is to drive awareness, credibility and/or sales,
the dedicated staff of the Sturgis Buffalo Chip will create a customized program to meet your budget and objectives.
Marketing, Entitlement Rights On-Site
Advertising • Title Sponsorship Designation • Sales & Mobile Marketing Display
and PR • Official Product and/or Service Designation • Experiential Sampling
• Dynamic Event Website • Category Exclusivity • High-Impact Signage Placement
• Bi-Weekly E-Newsletters • Defined Promotional and Sales Rights • Product Launches
(24 Annual Issues) • Rights to Use Marks and/or Logos • Promotional Announcements (Main Stage)
• Event-Specific PR Campaigns • Promotional Theme Nights Services • Consumer Promotions & Special Events
• Print Publication: • Strategic Planning • Street and Promo Teams
Buffalo Chip Gazette – • Creative Planning & Design • Industry Parties & Special Events
Sturgis Rider News • On-Site Activation & Execution • Corporate or Group Ticket Sales
• Outdoor & Radio Advertising • Market Research • Video Screen Advertising (Main Stage)
• Live Radio Remotes • Fulfillment & Valuation
© 2012 Buffalo Chip Campground, LLC. 13

14. back bigger and better than ever
August 2-11, 2013
join the family of premium brand sponsors
at the sturgis buffalo chip
For sponsorship inquiries, contact:
Lon Nordbye, Director of Corporate Partnerships
605.347.9000 or lon@buffalochip.com
Proud 2012 sponsors:
© 2012 Buffalo Chip Campground, LLC. 14