Event recap

VISUAL OVERVIEW

VISUAL OVERVIEW

ADDISON OKTOBERFEST

For 27 years, one of the most authentic Oktoberfest celebrations outside of Munich has been held in Addison, Texas. This year, fans came together September 18-21, 2014 to share a love of polka, German food and, of course, the same Paulaner Bier that is served at Bavaria’s favorite festival. As a part of its award winning tradition, Addison has timed their festival to coincide with the famed Munich Oktoberfest, and we pride ourselves in featuring much of the same music, folk dancing, sing-a-longs plus great German food and entertainment! Reaching an audience of nearly 55,000 guests in 2014, Addison Oktoberfest is a driving force in Addison’s local tourism, travel and hospitality efforts.

THE NUMBERS

• Producing 106 performances from classic Polka to kid’s entertainment 3 Stages

• Serving over 100 authentic German food & beverage options 15 Food Vendors

• Resulting in un-measurable partnerships 25 Sponsors

• Vendors providing hundreds of shopping options for guests to commemorate their stay 42 Arts & Crafts

• Supporting the event and building our community 372 Volunteer

Hours

• Booked in Addison Hotels 460 Room Nights

• Paulaner Beer Sold 1,356 Kegs

• Enjoyed one of the most authentic Oktoberfest celebrations outside of Munich: 2014 ADDISON OKTOBERFEST! 55,000 Guests

Hotel Packages

Hotel Package Summary

Reservations # of Room

Nights % Packages Redeemed

421 460 96%

Addison Oktoberfest Hotel Package* 2 Free Admission Tickets

$10 in Tasty Bucks 1 Commemorative Stein

* 1 Package distributed per room booked

Process Updated Implemented aRes booking engine as sole source to purchase Oktoberfest Hotel Packages, reducing staff process time and increasing efficiency of reconciliation.

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20

40

60

80

100

120

140

8/18-8/24 8/25-8/31 9/1-9/7 9/8-9/14 9/15-9/20

Reserv

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Week Booked

Timeline of Reservations Booked * Data analyzed only includes aRes

bookings

5%

95%

2014 Addison Oktoberfest Hotel Package Guests

Texas vs. Out of State

Out of State

Texas

SHowClix PACKAGES

•$60.00 ($10 Savings) - SOLD OUT

•Adult Admission

•40 Tasty Bucks

•Commemorative Oktoberfest .5 Liter Stein

•Oktoberfest Souvenir Button

•Authentic Bavarian Oktoberfest Hat

Ultimate Oktoberfest

Package

•$40.00 ($10 Savings)

•Adult Admission

•Paulaner Bottle Opener

•Paulaner Oktoberfest Liter Stein

•20 Tasty Bucks

Paulaner Lovers

Package

•$45.00 ($6 Savings)

•Adult Admission

•Smoked Sausage or Smoked Pork Plate

•Dessert

•Commemorative Oktoberfest .5 Liter Stein

•20 Tasty Bucks

Food Lovers Package

•$45.00 ($5 Savings)

•Adult Admission

•40 Tasty Bucks

Tasty Bucks Package

•$35.00 ($3 Savings)

•Kids Admission

•Unlimited Carnival Ride Wristband

•Oktoberfest Souvenir Color Changing Cup

•Laugen Pretzel

•Oktoberfest Souvenir Button

Kids Package (Ages 4-12)

•$49 adults

•$25 children

•3-course tasting menu

•$25 gift card to Chamberlain’s Restaurants

•6 seatings

Chamberlain’s Brau Haus

39%

13% 7% 7%

6%

6%

6%

6% 5% 5%

Zip Codes

75001

75287

75007

75206

75204

75006

75248

75254

75056

75093

1,797 tickets purchased In the top 10 Zip Codes

Website analytics

Audience Overview 2013 2014 Dallas 36.78% 32.99% Lewisville N/A 6.02% Plano 4.81% 5.19% Fort Worth 2.97% 4.98% Grapevine N/A 4.25% Carrollton 3.13% 3.54% Irving 2.65% 3.38% Frisco 2.43% 2.56% Richardson 2.22% 2.41% Houston N/A 2.16%

• Total Sessions: 131,981 • Average session: 2.24 minutes

Top Referrals* 2013 2014 Addisontx.gov 7.16% 9.69%

Certifiedresponsenetwork.com N/A 7.64 m.facebook.com 8.91% 7.41% yelp.com 2.52% 6.78% funtober.com N/A 5.63% showclix.com N/A 4.92% go.dallasnews.com N/A 3.75% l.facebook.com N/A 3.49% facebook.com 7.20% 2.96% dallasnews.com 5.75% 2.88% *Percentages based on Referrals by Session.

HOTEL PARTNERS

Two Addison full-service hotels (Crowne Plaza and Marriott Quorum) hold primary rights to Oktoberfest beer sales and certain authentic German food items. Addison Oktoberfest has shown to be a great fund raising and team building experience for the hotels involved.

Experience oktoberfest

Specialty Food Vendors

Adding to the authentic culinary

offerings, over a dozen Specialty

Food Vendors serve up everything

from Schnitzel to Strudel.

F & B EXPEREINCES

Draught Haus

Kaffee Und Kuchen Haus

PRESENTED BY PRESTIGE COMMUNITY CREDIT UNION

Guests enjoyed an authentic Munich beer hall with a Texas twist at the Addison Conference Center, where they could enjoy a variety of sporting events on multiple big screens, participate in a variety of games, and enjoy our outdoor biergarten.

PRESENTED BY POLK-A-DOT BAKERY

An authentic German tradition of sharing coffee, pastries and great conversation with family and friends brought guests to the Kaffee Und Kuchen Haus to enjoy an array of hand-baked German favorites!

Experience Oktoberfest

PRESENTED BY ADDISON BUSINESS ASSOCIATION Teams from Addison businesses competed in Oktoberfest games.

Addison Biz-Spiele Corporate Challenge

O’zapft! Opening Ceremonies

Mayor Todd Meier and local dignitaries joined for the ceremonial tapping of the keg.

PRESENTED BY WIPE OUT KIDS’ CANCER 5K and Fun Run to support Wipe Out Kids’ Cancer, a nonprofit organization helping fund innovative research, education and treatment while providing hope to children affected with cancer. Participants: 3,126 Funds Raised: $192,220

Addison Oktoberfest 5K and 1-Mile Fun Run

Bier Barrel Bowling

Participants bowl with mini Paulaner kegs for the chance to win great prizes.

Bier Barrel Rolling

PRESENTED BY FLYING SAUCER Teams use one hand to roll a

Paulaner bier barrel down to the finish line.

Experience Oktoberfest

Dachshund Parade

DFW Dachshund Club dachshunds stole the show when they paraded around the Schloss Addison dance floor.

SPONSORED BY RAISING CANE’S & PAPPY’S PET LODGE It was “DACH” SUNDAY with a dachshund race to the finish!

Dachshund Dash

Dogs of all sizes and breeds ran agility course including 80-foot pretzel tunnel. Raised funds to

donate to Dog Scouts of America, Troop 119’s Animal Oxygen Mask Program.

German Spelling Bee

Guests showed off their German spelling skills.

DAWG Pretzel Run Agility Showcase

German Yodeling Competition

Karaoke gone German! Contestants yodeled to win great prizes!

Metrocrest Chamber Business After Hours

Monthly Business After Hours Event.

EXPERIENCE OKTOBERFEST

Activities, Events & Promotions

Family Fun Zone

Art & Crafts

Guests enjoyed a variety of family friendly activities including the Das Kinder Stage, carnival and a variety

of family-friendly vendors.

Munich, Germany Trip

1,058 Entries were submitted to win a trip for two to the 2015 Oktoberfest in Munich, Germany!

With over 40 Arts & Crafts vendors to choose

from guests had a variety of shopping

options full of authentic German gifts.

Trip for Two to Munich Oktoberfest •Two roundtrip airfare from the continental United States to

Munich, Germany. •Three days and two nights hotel stay including breakfast .

•Two VIP passes to the Paulaner Oktoberfest Tent including a full afternoon or evening enjoying traditional German music, food and

Paulaner Beer •A tour of the Paulaner Brewery .

Experience oktoberfest

Chamberlain’s Brau Haus

969 guests enjoyed an upscale Bavarian dining experience featuring a 3-course tasting menu, paired with a Paulaner Bier,

prepared by one of America’s leading chefs, Richard Chamberlain of Chamberlain’s Restaurants.

Marketing & PR

Event Collateral

Event Program On-site distribution: 25,000

Flyers DFW Metroplex distribution: 75,000 Event Logo

: 75,000

Marketing & PR

Event Collateral

Beltline Banner: Impressions 840,000

Addison Circle Park Kiosks: 70,000 impressions

Parking Passes: Distribution 1,950

300 850 500 300 Back

Marketing & PR

Print Advertisement

Dallas Morning News: Sponsored Guide Ad (3): Impressions:2,012,000

Dallas Morning News: Full-page Paid Guide Ad: Impressions 200,000

Marketing & PR

Digital Advertisement

Observer, Texas Monthly, Connect Network, DMN, WFAA & CBS:

300x250 Impressions 1,285,711

Texas Monthly: 300x600 Impressions 189,311

Tour Texas eBlast Impressions 14,330

Dallas Child eBlast Ad Impressions 5,489

CBS: 970x66 & 970x418 Push Down Ad Impressions 639,772

DMN: 940x300 Impressions 3,740

Texas Monthly: 120x60 Impressions 189,311

Marketing & PR

Digital Advertisement

Observer: Site Reskin Impressions 18,498

CultureMap: Promo eBlast (2) Impressions: 70,000

Observer & DMN: 940x30 Impressions 154,778

CBS, DMN, Observer, WFAA, Connect Network, Texas Monthly: 728x90 Impressions 1,278,541

WFAA: 320x50 Impressions 125,036

Marketing & PR

Social Media

Marketing & PR

Publicity - Television & Radio

Outlet Program Date Viewers

1 KDFW FOX 4 Good Day Saturday 9/13/2014 100,011

2 KTVT CBS 11 11 News at 4 p.m. 9/16/14 75,068

3 KTXD 47 The Broadcast 10:00 a.m. 9/16/14 58,600

4 KTXD 47 The Broadcast 4:00 p.m. 9/16/14 58,600

5 WFAA ABC 8 News 8 Daybreak 9/17/14 66,587

6 WFAA ABC 8 News 8 Daybreak 9/17/14 66,587

7 103.7 KVIL Zazza & Julie 9/17/14 NA

8 WFAA ABC 8 Good Morning Texas 9/17/14 46,408

9 WFAA ABC 8 Good Morning Texas 9/17/14 46,408

10 103.7 KVIL At Noon 9/17/14 NA

11 KDFW FOX 4 Good Day Dallas 9/18/14 100,011

12 KTVT CBS 11 11 News at 11 a.m. 9/18/14 89,793

13 TELEMUNDO Ececeo Total 9/18/14 NA

14 AZTECA AMERICA DALLAS NA 9/18/14 NA

15 KYAZ HOUSTON AZTECA 51 NA 9/18/14 NA

16 KVDF SAN ANTONIO AZTECA 31 NA 9/18/14 NA

17 KNDF MCALLEN AZTECA 57 NA 9/18/14 NA

18 KADF AUSTIN AZTECA 20 NA 9/18/14 NA

19

KYDF CORPUS CHRISTI AZTECA

34 NA 9/18/14 NA

20 KNEX LAREDO AZTECA 4 NA 9/18/14 NA

21

KDFH ODESSA-MIDLAND AZTECA

41 NA 9/18/14 NA

22 KTVT CBS 11 11 News at 10 p.m. 9/18/14 NA

23 WFAA ABC 8 Good Morning Texas 9/19/14 46,408

24 KTXD 47 The Broadcast 10:00 a.m. 9/19/14 58,600

25 KTXD 47 The Broadcast 4:00 p.m. 9/19/14 58,600

26 CW 33 News at 9 p.m. 9/19/14 12,293

27 WFAA ABC 8 News 8 Daybreak 9/20/14 66,587

28 KTVT CBS 11 11 News at 8 a.m. 9/20/14 NA

29 KXAS NBC 5 News 5 Sunday 9/21/14 65,582

TV Total 29 1,016,143

Marketing & PR

Publicity – Online

Outlet Title Date Circulation

1 Gayot Top 10 Oktoberfests 8/25/2014

2 Texas Meetings + Events Magazine Addison Oktoberfest Returns 7/25/2014 16,000

3 The Flash List Addison Oktoberfest 8/25/2014

4 Flyer Talk Addison '2014 Munich Oktoberfest' Sweepstakes 8/25/2014

5 Escape Hatch Dallas Chamberlain's Oktoberfest Celebration 8/13/2014

6 Dallas Goes the Center Addison Oktoberfest NA

7 Beer in Big D North Texas Craft Beer Events NA

8 Examiner North Texas Craft Beer Events NA 11,499,269

9 U.S. News Best Times to Visit Dallas Fort Worth NA

10 Addison Magazine The ABA Oktoberfest Corporate Challenge NA

11 100.3 Jack FM Addison Oktoberfest is less than a month away 8/27/2014

12 Dallas Morning News-Guide Addison Oktoberfest NA 66,700

13 Dallas Brew Scene Addison Oktoberfest NA

14 Dallas Eater Addison Oktoberfest NA

15 Examiner North Texas Craft Beer Events Week of August 25 NA 11,499,269

16 You Plus Dallas Holy Hefe-Weizen Chamberlain's Bavarian Brau Haus NA

17 NW Beer Guide

Out of the Northwest: TX: Tickets still on sale to “Share a Texas-style ‘Prost’ at the 27th Annual Addison Oktoberfest, September 18-21, 2014” NA

18 Dallas Morning News-Guide 30 Can't-Miss Fall Festivals Coming up in Dallas-Fort Worth 8/27/2014 66,700

19 100.3 Jack FM Addison Oktoberfest Tickets Giveaway 9/5/2014

20 100.3 Jack FM Addison Oktoberfest-It's going to be grose NA

21 VV and M Blog Celebrate Oktoberfest Near VVM Boutique Residential Living at Addison Oktoberfest NA

22 Addison Magazine The Wipe Out Kids Cnacer Oktoberfest 5K NA

23 The Flash List Addison Oktoberfest Celebrates with the Most Authentic Festival Outside of Munich NA

24 Chicago Title DFW Addison Oktoberfest NA

25 Dallas Food Nerd September Roundup DFW Restaurant Special Events NA

26 Around Town Kids-Frisco Addison Oktoberfest NA

27 Dallas Child Addison Oktoberfest NA

28 Dallas Food Nerd Addison Oktoberfest 2014 NA

29 DART Special Events-Addison Oktoberfest NA

30 Oh So Cynthia Win Tickets to Oktoberfest in Addison NA 146,719

Marketing & PR

Publicity - Online Continued Outlet Title Date Circulation

31 DFW Style Daily Wahl Grooming Seeks Man with the Best Facial Hair in Dallas NA

32 Addison Bubble Life Experience All Things German at Addison Oktoberfest NA 33 I'm So Dallas Addison Oktoberfest NA 34 DFW Living Addison Oktoberfest NA

35 Events in the City Drink Liberally OKTOBERFEST NA 36 Honest Dallas Oktoberfest NA

37 Let's Loop Linde Oktoberfest Tulsa by Brave Combo NA

38 Pop Culture Blog Five Fun Oktoberfest Celebrations in Dallas-Fort Worth NA

39 Examiner North Texas Craft Beer Events Week of September 15 NA 11,499,269

40 Pure Wow Your Autumn 2014 Event Guide NA 190,742

41 Dallas City and Press How to Get the Most Out of Addiso Oktoberfest this Weekend NA

42 Now Events Drink Liberally OKTOBERFEST NA

43 I Live in Dallas How to Get the Most Out of Addiso Oktoberfest this Weekend NA

44 WFAA Addison Oktoberfest Beer and Family Fun NA 45 Dallas City and Press Addison Oktoberfest NA 46 DFW and Beyond Addison Oktoberfest NA 47 I Live in Dallas Addison Oktoberfest 2014 NA

48 Dallas Observer

Five Awesome Food Events in Dallas This Weekend, September 18-21 NA

49 Rwe There Yet Mom? Top 7 Oktoberfest Celebrations in Dallas NA 50 Fairs and Festivals Addison Oktoberfest NA

51 Dallas Voice The hirsute of Happiness NA

52 No Job for Sissies Totally Prost It's Oktoberfest in Addison NA

53 In DFW Week of September 15-21 2014 NA

54 Dallas Morning News-Guide Chicken Dances and Beer Barrel Rolling at Addison Oktoberfest NA 66,700

55 Examiner Oktoberfest Beerfest Events NA 11,499,269 Online Total 55 46,550,637

Marketing & PR

Publicity - Print

Outlet Title Date Circulation

1 Texas Monthly Addison Oktoberfest Jan-14 300,363

2 Dallas Morning News-Gudie

The Sky's the Limit-Autumn's festival lineup promises a season full of fun 8/29/2014 315,101

3 Plano/Murphy Neighbors Membership drive 8/29/2014 15,760

4 North Texas Child Addison Oktoberfest Sep-14 18,000

5 Dallas Parent Addison Oktoberfest Sep-14 40,000

6 Where Dallas Addison Oktoberfest begins Sep-14 40,000

7 Dallas Child kid culture-Addison Oktoberfest Sep-14 40,000

8 Dallas Child Oktoberfest Run for the Children Sep-14 40,000

9 Mesquite News Blonde ale or brunette 9/4/2014 23,519

10 Plano Star Courier Blonde ale or brunette 9/4/2014 18,796

11 Allen American Blonde ale or brunette 9/4/2014 4,564

12 Rowlett Lakeshore Times Blonde ale or brunette 9/4/2014 11,484

13 Little Elm Journal Blonde ale or brunette 9/5/2014 2,344

14 Celina Record Blonde ale or brunette 9/5/2014 2,800

15 Frisco Enterprise Blonde ale or brunette 9/5/2014 60,812

16 Lake Cities Sun Blonde ale or brunette 9/7/2014 6,628

17 Flower Mound Leader Blonde ale or brunette 9/7/2014 22,459

18 Coppell Gazette Blonde ale or brunette 9/7/2014 7,263

19 Carrollton Leader Blonde ale or brunette 9/7/2014 10,908

20 Colony Courier-Leader Blonde ale or brunette 9/7/2014 28,928

21 Lewisville Leader Blonde ale or brunette 9/7/2014 25,000

22 Dallas Morning News-Gudie Addison Oktoberfest 9/12/2014 315,101

23 Dallas Morning News-Gudie Addison Oktoberfest w/ Photo 9/12/2014 315,101

24 Colony Courier-Leader Addison Oktoberfest 9/14/2014 7,231

25 Courier Gazette Addison Oktoberfest 9/14/2014 6,671

26 Coppell Gazette Addison Oktoberfest 9/14/2014 7,263

Marketing & PR

Publicity - Print Continued

Outlet Title Date Circulation 27 Carrollton Leader Addison Oktoberfest 9/14/2014 2,727 28 Lewisville Leader Addison Oktoberfest 9/14/2014 25,000 29 Lake Cities Sun Addison Oktoberfest 9/14/2014 1,657 30 Flower Mound Leader Addison Oktoberfest 9/14/2014 22,459 31 Plano Star Courier Addison Oktoberfest 9/14/2014 4,699

32 Dallas Morning News-Gudie Enjoy German-style fun in Addison 9/15/2014 315,101 33 Star-Telegram Eat, drink and be German 9/18/2014 156,169 34 Examiner Addison Oktoberfest 9/18/2014 40,000 35 Allen American Addison Oktoberfest 9/18/2014 2,282 36 Mesquite News Addison Oktoberfest 9/18/2014 23,519 37 Rowlett Lakeshore Times Addison Oktoberfest 9/18/2014 589

38 Dallas Observer Drink Till You Say Nein Danke 9/18/2014 125,000

39 Dallas Morning News Wipe Out Kids Cancer Oktoberfest Run for the Children 5K 9/19/2014 315,101

40 Dallas Morning News-Guide Addison Oktoberfest 9/19/2014 315,101

41 Dallas Morning News-Guide Chamberlain's Brau Haus at Addison Oktoberfest 9/19/2014 315,101

42 Dallas Morning News Addison:Oktoberfest 9/19/2014 315,101

43 Park Cities/North Dallas Neighbors Oktoberfest 9/19/2014 10,570

44 Dallas Morning News Busy weekend gets fall off to a fast start 9/19/2014 315,101

45 Dallas Morning News Addison:Oktoberfest 9/19/2014 315,101 46 Dallas Morning News Addison:Oktoberfest 9/20/2014 315,101

47 Dallas Morning News Roll out the fun at Addison Oktoberfest 9/21/2014 315,101

48 Plano Star Courier Let There Be Lederhosen 9/25/2014 4,699 49 Dallas Observer Addison Oktoberfest 2014 9/25/2014 125,000

50 Mesquite News Let There Be Lederhosen 9/25/2014 23,519 51 Star-Telegram Beer calendar prepares 9/26/2014 156,169

52 Star-Telegram Follow the Lederhosen 9/26/2014 156,169

Print Total 52 5,402,232

Marketing & PR

Paid Advertising

TV & Radio Campaign Ad Size Start Date End Date Impressions

CBS Raido Buy - :15-sec. spots 48 spots 9/15/14 9/19/14 469,300

Digital Campaign Ad Size Start Date End Date Impressions

Delivered

1 cbs.com 970x66, 728x90, 9/12/2014 9/20/2014 n/a 300x250 n/a

2 dallasnews.com 300x250, 728x90 9/12/2014 9/20/2014 133,334

940x30

expandable 9/18/2014 9/18/2014 3,770 mobile 9/12/2014 9/20/2014 50,017

3 Connect Network 300x250/728x90/ 9/12/2014 9/20/2014 110,000

160x600 and mobile

4 wfaa.com Homepage spons. 9/16/2014 9/16/2014 124,247 320x50 mobile 9/15/2014 9/20/2014 125,036 728x90 banner 9/18/2014 9/20/2014 55,117

300x250 banner 9/15/2014 9/20/2014 62,286

5 texasmonthly.com 300x250, 300x600, 8/18/2014 9/19/2014 189,311

728x90, 120x60

6 observer.com Booth at Brewfest 9/13/2014 9/13/2014 n/a

300x250/728x90 9/11/2014 9/21/2014 151,008

Site reskin & pencil

ad 9/19/2014 9/19/2014 18,498

Dining Newsletter 9/17/2014 15,384 sent 2,878

Promo Newsletter 9/17/2014 36,662 sent 3,283

Events Newsletter 9/17/2014 33,187 sent 4,487

7 Tour Texas Hot & Happening

Events eblast 9/2/2014 100,000 sent 14,330 8 Dallas Child eblast 9/17/2014 30,000 sent 5,489

Digital Campaign Totals 1,053,091

Marketing & PR

Marketing & PR Recap

Media Outlets Reach Run Time Ad Value PR Value

TV Total 29 1,016,143 1:31:03 $99,678 $299,032

Print Total 52 5,402,232 NA $34,077 $98,405

Online Total 55 46,550,637 NA 3,090 9,270

Grand Total (up 34%)

136 52,969,012 1:31:03 $136,845 $406,707

Pu

bli

cit

y

Paid

Ad

vert

isin

g Media Outlets Reach Run Time

Digital Campaign Total 8 1,053,091 NA

TV & Radio Campaign Total 1 469,300 00:12:00

Grand Total 9 1,522,391 0:12:00

Media Type Gross

Impression Value Cash In-Kind

Sponsorship Cash $146,000

Paulaner Branding Sponsorship

Radio Billboards

Digital

1,500,000+ 20,454,280+

305,000+ $180,000

In Kind Sponsorship

CBS Radio TWC

Guide/Live Culture

Map Albertsons

Dallas Brew Scene

7,860,160

$66,250 $250,600 $29,466 $6,700

$147,500 $2,500

$503,016

Grand Total 30,119,440 $146,000 $503,016

Sp

on

so

rsh

ip

* Ad and PR value not included in Addison GL

* Only Cash included in Addison GL

MEDIA SPONSORS

Thank you to our SPONSORS

PRESENTING SPONSORS

SUPPORTING SPONSORS

Thank you to our SPONSORS