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Celebrating its 39^th consecutive year and proud to be the second oldest hot air balloon festival in the US, Carolina BalloonFest will attract 20,000-30,000 spectators and thousands of dollars in media exposure.

From the flight of the Kitty Hawk at Kill Devil’s Hill, to the birth of modern-day hot air ballooning, North Carolina remains a significant player in the 225-year history of aviation.

Our Audience

The Carolina BalloonFest targets the greater the Charlotte, Winston-Salem and Greensboro metro areas of central North Carolina, as well as surrounding growing communities. This region includes the Statesville, Mooresville, Triad, Concord, Gastonia, Monroe, Hickory, Wilkesboro, and Morganton areas. There are over two million people within a 50-mile radius of the Statesville Regional Airport, which is located six miles west of the intersection of interstates 40 and 77. Population growth is projected at 33.36% over the next 25 years in central North Carolina. Carolina BalloonFest has been recognized as one of the Top 20 Tourism Events in the Southeast by the Southeast Tourism Society.

Audience Demographics

The air show/balloon festival spectator base represents a strong and affluent cross-section of North America. A seven percent increase in the number of survey respondents report income of $35,000 to $100,000. Attendees range from children to senior citizens with the largest percentage in the categories that span ages 0-49.

• Ages 30 – 55
• 62% have children
• 63% have income of $50,000 - $100,000
• Over 50% are college educated

Demographic information from Albuquerque International Balloon Fiesta and the International Council of Air shows. (See Appendix A)

Estimated Economic Impact

Estimated attendance for Carolina BalloonFest of 25,000 spectators is averaged from actual attendance statistics recorded for the event beginning in 1982 for a period of 10 years while the event was held at the Statesville Regional Airport. Given current market information of a potential 650,000 visitors in a 50-mile radius of the Airport, the estimated attendance figure is conservative.

The estimated economic impact of rally-goers is over $1.6 million. Projections are based on 15% of attendees hailing from Iredell County and 85% day-visitors from the surrounding area. A moderate number of overnight visitors are expected.

Community Benefits

BalloonFest is the largest and most popular end-destination event hosted in our community. Government, business, hospitality and community leaders work together to ensure that this event remains an integral part of the Iredell County community. In addition, Carolina BalloonFest:

• Is a quality, family-oriented event readily accessible to the large audience that surrounds Iredell County;
• Provides significant economic impact for the county;
• Showcases Statesville Regional Airport’s recent expansions and area significance;
• Highlights Iredell County’s important role in modern hot air balloon aviation history;
• Reestablishes Iredell County as one of the premier hot air balloon event locations in the country.

Hot Air Balloon Competition

Carolina BalloonFestwill showcase the recently expanded Statesville Regional Airport with a schedule of fun, family-oriented attractions throughout the weekend of October 19-21, 2012.

Fifty pilots from around the country will fly competition tasks set forth by the competition director and will be vying for an enticing prize package in the Carolina BalloonFest Championship.

The Balloon Federation of America (BFA) is the national governing body for the sport of hot air ballooning and the official ballooning branch of the United States National Aeronautic Association.

The BFA provides educational and safety training programs. They organize and operate the US National Balloon Championship, as well as other local, state and regional competitions and select the US representative pilots for participation in the World Hot Air Balloon Championships.

There’s More!

In addition to the beauty and excitement of 50 colorful hot air balloons flying and competing and the launch of incredible special-shaped balloons, the weekend’s attractions include:

• Live  Entertainment: Live music throughout the event to suit everyone’s taste.
• Balloon Glow: sunset balloon illumination—an exciting media favorite!
• Tastes of NC Wines  &  Brews: 10 -12 vendors of North Carolina’s award winning wineries and breweries.
• Eat Street: dozens of food vendors from area eateries, local clubs and organizations sure to temp the taste-buds.
• Kids Zone: a carnival-like area of family-oriented attractions for kids of all ages.
• Artisan Village & Marketplace:A great variety of up-scale arts, crafts and businesses with retail offerings and displays

Advertising and Promotional Support (See Media Partners Appendix B)

Carolina BalloonFest will celebrate its 39^th year in 2012. This anniversary will serve as the focal point for this year’s Carolina BalloonFest publicity campaign. The marketing committee will develop promotion opportunities and partnerships to build excitement and awareness and present them to all regional media. The committee designs and develops human interest stories, current event information for press and digital distribution across various media outlets.

In addition, the marketing committee will:

1. Develop a targeted marketing plan aimed at the population segments that are important to our sponsors and outlined in the demographic study.
2. Develop a complete marketing packet, (brochures, press releases, collateral materials, etc.) that will accompany correspondence and sponsorship proposals. Together, the marketing packet and web site will inform and attract potential spectators and sponsors.
3. Develop an on-going media strategy through advertising and press releases to regional TV stations, radio stations, newspapers and web-links to promote Carolina BalloonFestin the market areas.
4. Partner with select South Carolina, Virginia and state-wide North Carolina welcome centers and visitors bureaus to showcase Carolina BalloonFest as a premier North Carolina event.

MARKET RESEARCH BACKGROUND

Hot air ballooning is a lifestyle sport that attracts fascinated spectators to exciting mass ascensions and thrilling balloon competitions. Since the late 1960s, the sport has literally taken off in the United States with more than 300 hot air balloon events/festivals, 7,000 FAA licensed pilots, and 3.25 million spectators.

The air show/balloon festival spectator base continues to represent a strong and somewhat more affluent cross-section of North America. A seven percent increase in the number of survey respondents report income of $35,000 to $100,000. Although attendees range from children to senior citizens, the largest percentage of attendees falls into the categories that span ages 30-49.

Air show/balloon festival spectators are generally well educated in both absolute terms and when compared to the fan base of other mainstream sporting events.

The male/female composition of the air show audience compares favorably with that of NASCAR, an organization that has built a reputation on its access to female demographics. In fact, more than 20 percent of the typical air show audience is comprised of women in the highly desirable 35-55 age group, making air shows both family events and a unique marketing tool for prospective sponsors interested in reaching out to the most difficult to reach demographic groups. Air shows continue to demonstrate wide appeal to men and women of all ages. There are few events as family-oriented as air show. Nearly 63 percent of all adults attending air shows are accompanied by children of all ages. For adults between 30 and 44, that number increases to 75 percent.

(Demographic information from The International Council of Air Shows and the 2003 Audience Research and Economic Impact Study of Albuquerque International Balloon Fiesta).

DEMOGRAPHIC DATA

There are more than 2 million people within a 50-mile radius of the Statesville Regional Airport.. The 2000 Census report, released on March 31, 2001 in the Charlotte Observer, reported 29% growth in the seven-county Charlotte metro area. This surge of growth ranks the Charlotte area as the second-fastest-growing major city during the 1990s. (Charlotte Chamber of Commerce, 2001.)

It’s location near the intersection of I-77 & I-40 puts nearly 60% of the population of the United States within a one-day drive of the Statesville Regional Airport.

MARKET ANALYSIS

Daily local visitors will be one of the highest revenue sources for Carolina BalloonFest. This chart shows Iredell County and its surrounding area with a median income of $43,566, and over 650,000 people in our event market. (US Census Bureau)

 Rain or Shine... Carolina BalloonFest is open!

Hot Air Balloons will fly or be on display when suitable. safe weather conditions exist. The decision to fly or display balloons is made immediately prior to flight time.

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