Compiled Data captured by TAILGATER Magazine

And Associated Partners

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Number One Reason: People tailgate for the camaraderie. The opportunity to come together with family and friends as well as to meet other people in a like minded spirited atmosphere. !Recreation: Tailgating is described by some as an opportunity for stressrelief, an escape from the real world, or in some cases a mini vacation.

!Affinity or Loyalty: Tailgaters are loyal to their pro and college teams, professional drivers, and clubs.

An Estimated 50 Million People Tailgate Annually in North America

63% are men - 37% women 81% are between 26-64 years old 71% have college and/or advanced degrees 71% have combined household incomes of $100,000+ 69% are married with children 82% are homeowners 97% have broadband internet connections 27% purchase products online 78% have direct purchase involvement 74% use cell phones or mobile communication to get score updates 61% of Tailgaters tailgate 5+ times a season 41% of Tailgaters tailgate 8+ times or more 78% tailgate with a party of up to 19 people

Tailgaters are an Ideal Demographic:

Geographically, there are tailgating activities in every state and region of the country. However, there are regional “hot spots”, particularly the Midwest, Northeast and Southeast.

Typically, tailgaters stay relatively close to home; most (66%) travel from 0-59 miles to tailgate. In addition, a sizeable number of tailgaters will be tailgating at motorsports events, concerts, baseball games and other major sporting events.

TAILGATING EVENTS ATTENDED

MORE STATS AND FACTS FROM TAILGATER MAGAZINE: • Tailgaters are directly involved in nearly (78%) of all tailgate transactions. Additionally, tailgaters demonstrate a strong willingness to try new products (81%), a propensity to be the first among their peers to do so (51%), and a strong desire to tell others about these new products (72%). • Tailgaters on average will spend $600 - $800 annually on tailgating upgrades, new products and equipment (This does not include food, beverage, or tickets to events). • 69% of Tailgaters use SUV’s or Pick-Up trucks for their tailgate • 41% of Tailgaters cook at their tailgate event • 30% of Tailgaters prepare their food at home before they go to their tailgate • 30% of Tailgaters eat hotdogs and sausage • 29% of Tailgaters eat beef and steak • 20% of Tailgaters use alternative vehicles for their tailgate ( RV’s, Travel Trailers, Conversion Buses) • 19% of Tailgaters shop for tailgating supplies with their spouse or significant other • 14% of Tailgaters eat chicken • 9% of Tailgaters use a standard car • 7% of Tailgaters pick up already prepared food on the way to their tailgate

• Tailgaters reported shopping in multiple locations for supplies (80% shop in 2-5 stores). However, a majority of tailgaters (76%) reported a desire to buy all of their supplies in one location – provided the retailer carried a full and diverse product line. In addition, 27% purchased products online. !• Given the diversity of products associated with tailgating,

it follows that tailgaters find and purchase these products in a variety of retail environments.

Tailgaters Response to our 2013 Grill Survey SOURCE: Tailgater Magazine’s Online Survey conducted in September 2013.

Survey results exceed 100% when multiple answers were selected.

Survey respondents indicated they USE: Gas Grill 84% Charcoal Grill 62% Smoker 39% Wood Pellet 36% Fryer 24% !Types of grills, smokers and/or fryers respondents OWN: Gas Grill 80% Portable Gas Grill 63% Charcoal Grill 55% Portable Charcoal Grill 46% Kamado/Egg Style 39% Custom Outdoor Kitchen Grill 18% Smoker 43% Fryer 34% Other 7% !Respondent’s age group: Age 21-25 years 1% Age 26-34 years 10% Age 35-44 years 23% Age 45-54 years 37% Age 55 and up 29% !Products used with charcoal grill: Charcoal 43% All Natural Wood Charcoal 34% Instant Light Charcoal 33% Lighter/Starter fluid 30% All Natural Charcoal 18% Charcoal Pellets 3% Respondents plan to purchase a grill, smoker, fryer or accessory: Within 1 to 3 Months 21% Within 4 to 6 Months 9% Sometime This Year 29% Within The Next Year 41% !Respondents that transport a grill, smoker or fryer to an event/venue: 10 or more times 25% 7 - 9 times 13% 4 - 6 times 23% 1 - 3 times 25% Never 14%

#1 Coolers #2 Grills #3 Alcoholic Beverages #4 Outdoor Furniture #5 Meat Products #6 Licensed Apparel #7 Music/Music Players #8 Food Storage Products #9 Snack Foods #10 Licensed Products (Flags/Signage/etc) #11 Non-Alcoholic Beverages #12 Cameras (Photo/Video) #13 Poultry Products #14 Sports Equipment #15 Tents/Shelters #16 Televisions #17 Recreational Products (Games) #18 Cleaning Supplies #19 Produce #20 Storage / Transport Solution

A great variety of products in a multitude of categories are required to successfully stage a tailgating event. Over the past 18 months Tailgater Magazine has compiled, through subscriber response, the ranking of products purchased…

• Summary: The conclusions formulated from this report provide the depth and detail of tailgating –

measured by its national appeal, group dynamics, frequency of occurrence, active existence in multiple venues, diversity of products/services required, variety of retail channels, and the strong, consistent purchasing activity by Tailgaters across the nation. Tailgating as a whole represents a compelling (and largely untapped) opportunity for both manufacturers and retailers – but one that will become increasingly competitive over the next several years. As with other industries, “early adopters” (those who recognize and take action to maximize this opportunity now) will likely reap the long-term rewards as the “business potential” of the tailgating industry continues to grow and develop.

The facts and figures in this report have been compiled and gathered from survey responses, subscriber input, and data collection from TAILGATER Magazine, Parking Lot Pro’s Network, Game Time Media, nFuse Marketing, HPBExpo, and The National Hardware Show / Reed Expo, from January 2012 to September 2013. This updated report was published in October 2013. Any unauthorized use of this report or the information detailed in this report is not permitted without permission from the publisher of TAILGATER Magazine and Game Time Media.