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Foreword...................................................................................................... page 1
About AHRA................................................................................................. page 2
Frequently Asked Questions...................................................................... page 3
Resources for Sponsors............................................................................. page 5
Event Types and Spectator Demographics.............................................. page 6
AHRA Contacts............................................................................................ page 7
In Closing...................................................................................................... page 7
Appendixes
A............................................ Example of full season, minor sponsor benefits.
B............................................ Example of full season, mid range sponsor benefits.
C............................................ Example of full season, major sponsor benefits.
D............................................ Example of a one-off, single event, part contra sponsor benefits.
Angeles Hot Rod Association (AHRA) is now planning its next year of drag racing at Angeles City. In preparation for its 38rd year, AHRA are completing major track and facility improvements. These improvements will; increase the number of races per season, facilitate the hosting of major automotive shows, and permit the running of the crowd pleasing new generation 8-second racecars. Positive benefits from these improvements are already being felt in the sharp rise in the association’s membership and the number and breadth of spectators the association’s events attract.
To accommodate the projected increase in events and spectators, AHRA has instigated a number of changes to its charter, membership benefits, and updated and improved its sponsorship policy.
AHRA can now offer sponsors dynamic made-to-measure deals that provide real value for money. This information pack has been produced to apprise potential sponsors of the value oriented benefits and opportunities of sponsorship, and the new incentive based sponsorship deals available for the next season. Put it simply, why investing in AHRA is to your advantage.
Angeles Hot Rod Association
About AHRA
Angeles Hot Rod Association is the oldest drag racing club in the
Philippines. Among its many accolades, in the early 1970s it was the first (and
so far only) club in the Philippines to run drag 'rails'.
For many years, drag racing and motor sports around Pampanga
involved mainly US speed enthusiasts based at the former US Clark Air Force
Base. By 1979, these enthusiasts had decided to make things official and so
formed Angeles Hot Rod Association (AHRA).
At its formation, the club’s membership consisted of mainly US
servicemen. The club continued like this up to 1991 when, the eruption of Mt.
Pinatubo, followed by the USAF withdrawal from Clark resulted in the loss of
many club members. However, while Clark’s fortunes seemed to recede, AHRA rose
from the volcanic ash and, in 1992, began using the airstrip for TDY troops at
Cope Thunder.
The club cleaned up the area at Cope Thunder and, from its first
‘new’ event in 1992, regenerated interest and growth in the club. Unlike when
it was first formed, members now included local Filipinos and foreigners, many
drawn to the club’s predominant position as the ‘home’ of muscle cars in the
Philippines.
AHRA ran events at the Cope Thunder track ran until 1995. At that
time the area was required for its more mundane use as part of the airport.
However, AHRA again persevered, this time finding a new home at Omni Aviation
on Clark SEZ.
AHRA and Omni Aviation have extended the drag strip and upgraded
its surface. These improvements permit the running of our new breed of 8-second
speed machines. They also make Omni Drag strip a premier drag racing circuit.
This is good because AHRA is a multi-national club that caters to all levels of
drag racing competition and interest, from stock class road cars, right through
to the heavyweight, ultra-fast, 'Super-Pros'. We have classic muscle cars that
originally left the factory 40 years ago, running side by side with
built-last-year customized 'Hot Rods' and ubiquitous ‘rice burners’
Although AHRA was originally just for drag racers, as time passed
our car fanatic members began appreciating other automotive characteristics.
This, along with local and international interest in classic, custom, and drag
cars, led to AHRA now also organizing and running regular classic and custom
car shows, swap meets, social events, and much more.
By catering to the public’s enthusiasm, AHRA membership and
spectator base has grown to include large numbers of car enthusiasts from all
over the world – drag racers and those with a general interest in classic and
custom cars.
Angeles Hot Rod Association is a non-stock non-profit organization registered with the Securities and Exchange Commission of the Republic of the Philippines.
We understand potential sponsors have questions they must answer, so we have provided answers to most frequently asked questions below.
The first thing any potential sponsor asks themselves is, ‘what is in it for me?’ AHRA is unlike many organizations, who believe sponsorship simply means persuading a company to give them cash in return for a little advertising space. At AHRA, we want sponsors to be our partners. We understand that we will be judged on how much value we can provide. So, we want sponsors to know that by sponsoring AHRA events, they get, and continue to get, something of value to them in return. Through this we have a win-win situation, with both parties getting the value they look for from sponsorship.
We class sponsorship as a two-way deal and provide the most cost effective way to achieve objectives – meeting our sponsor’s goals and ours. We understand that sponsorship is no longer simply a fundraising activity, it is a joint marketing activity between partners. Therefore, we have identified a number of objective-based activities and ideas – resources that meet the varied needs of today’s sponsors.
Our “Resources for Sponsors” (page 5) lists some of the popular resources and benefits we can offer sponsors. These have been selected from benefits our research shows are of most value to sponsors. However, this list is not comprehensive, we understand the need to be dynamic and if a sponsor has any specific needs that we can feasibly provide for, we will be glad to discuss other benefits on a case-by-case basis.
No, not all sponsors receive the same benefits and each sponsor has different requirements. When we make our sponsorship contracts, they are specifically tailored to meet the needs of that sponsor. This way, neither the sponsor nor AHRA wastes time, money, or resources providing unwanted services that are not required. Instead, we work with our sponsors to provide the specific resources and services that are of best value to them.
NOTE:
For examples of how services can be tailored to match sponsors specific needs
and requirements, please review appendixes situated at the back of this
information pack.
We want our sponsors to get value for their money. Although a long-term partnership would be preferred, we understand sponsors may feel the need to ‘test the water’ - confirm that they are getting value before taking the plunge into major sponsorship. For this reason, we tailor sponsorship deals for each sponsor – whether their investment is large or small.
Note: For an example of a
one-off, single event sponsorship deal; please review Appendix D at the back of
this information pack.
Sponsor must know they are getting value for their investment. Therefore, all AHRA sponsors, major and minor, are kept fully aware of the situation. For a sponsor with a small, one-off event deal, this may be an event evaluation with spectator numbers and demographics. For a sponsor with a major, full season sponsorship investment, in addition to any assisting however possible with any evaluation system that the sponsor wishes to use, AHRA can provide regular feedback on the events/award etc. This feedback would detail that which is of most value to the sponsor, for example, spectator/competitor numbers, demographics/ psychographics, media coverage, and/or AHRA internal event evaluations. Simply explained, if the sponsor wants it, and it’s feasible, AHRA supply it.
Note: An example of the use
of incentive-based payments can be seen in appendix C.
Because each sponsor has different requirements, the amount of money and/or contra (in-kind) payment required for a sponsorship deal is valued on a case-by-case basis. Both the potential sponsor and AHRA can then weigh up the cost-benefit of the deal to calculate a financial and/or contra figure acceptable to both parties.
Saying this, some organizations and individual sponsors have a set budget allocated for sponsorship investment. In cases like this, if the potential sponsor tells us what financial /contra investment they are considering, and an idea of what benefits they feel would give them the greatest value, we at AHRA can then develop a sponsorship package aimed at their specific budget and needs.
Note:
While we cannot list exact figures for all sponsorship benefits nor list all
possible sponsorship deal permutations, we have provided some examples in this
pack’s appendixes. In appendix A, you will find an example of a full season
sponsorship deal for a minor investor; appendix B gives an example of a
mid-range investor, and appendix C a major investor. The final appendix, (D)
gives an example of a one-off, single event, cash/contra investment.
Based on our research, the following are benefits and resources that most sponsors feel provide the most value. Obviously, different sponsors have different objectives, so, to adequately address individual sponsor needs, we review on a case-by-case basis.
· Event Advertising – Both to the general population and/or targeted at specific demographics and psychographics in spectator and competitor areas.
· Full Naming Rights – Ranging from a major sponsors exclusive naming of a major event or series, to a small sponsors specific award, prize, etc. For example, the “Angeles Hotel Challenge”.
· Inclusion In Event/AHRA Print Advertising – This covers a range of materials: posters, flyers, brochures, etc. Print advertising may be in the form or simple ‘ads’, right up to large Readers Digest© style ‘soft sell’ advertorials.
· VIP Status – AHRA can provide a number of VIP benefits to sponsors, from free entry and parking at events, to giving passenger rides in one of our ‘Super-Pro’ race cars.
· Specific Promotion – As a large number of our spectators and competitors are from out of the area or overseas locations, sponsors who provide accommodation, food, and entertainment can get good returns for ads in event marketing material.
· Sampling and Sales Opportunities – AHRA provide the captive audience so sponsors can fully utilize sampling research and/or direct sales at events.
· Display and Demonstration – AHRA provide the space at an event to enable sponsors to place their own booths, or display their wares in the best possible way. We can also produce display or sales booths/stands to sponsors specifications.
· Access To Pre- and Post- Event Research/Surveys – If required for a sponsor’s marketing or other surveys, AHRA provide sponsors with access to audience research data. In fact, we can even tailor our surveys for specific demographics or information gathering areas.
· Inclusion of Sponsors Questions in Surveys – As an aid to any market research being performed by the sponsor, AHRA can include specific questions requested by the sponsor within out spectator and competitor research surveys.
· Distribution of Sponsors Material – At events, AHRA can distribute sponsor material, e.g. flyers, coupons, market research forms, etc. We can also supply locally contracted personnel to perform such duties.
· Incentive Based Fees – To reduce sponsor risk, AHRA can incorporate validated performance into the fee schedules. For example, split the fee into measurable objectives so that sponsors can measure the effect of their sponsorship.
· Use of Sponsor Apparel – AHRA personnel can boost sponsor name recognition by wearing the sponsor’s apparel, e.g. hats, shirts, badges, etc. This is not limited to contract personnel hired for sponsor duties. At the sponsor’s request, we can also have AHRA club officials and the event competitors use a sponsor’s apparel. In some cases, we can even get a discounted rate to produce such apparel.
· Inclusion in Event Media – Sponsor details and products can be included within AHRA media advertising. This includes radio spots, press releases to national newspapers and magazines, web promotions, event articles, TV coverage, etc.
· Inclusion On Our Professionally Maintained Web Site – This would also include links directly to our sponsors sites /promotions.
AHRA spectator demographics are not restricted to attendees of drag race events. Events also hosted by AHRA include car shows, auto ‘fun days, swap meets, and social events.
During the drag race season, (October/November through to May/June), AHRA host at least one fully competitive drag race per month. These popular events attract competitors and spectators from all over the Philippines and a number from overseas.
While AHRA has the distinction of being the ‘home’ to the majority of the Philippines big V8 muscle cars, the association also has a thriving 4-cylinder contingent. This mix of car types and competitor nationalities makes a great crowd puller, with spectators drawn from both the local Filipino community and foreign tourists.
Primary and secondary crowd and competitor demographics are similar. The majority of Filipino competitors and spectators are 18-30 year old, upwardly mobile males in the middle to high-income bracket. Our large V8 contingent is a mix of mainly foreign nationals, Americans, Australians, British, Scandinavian, and other European countries. The majority of this group are 30-60 years old, with roughly half being expatriate or maritime workers who regularly visit the Philippines, with the rest made up from (Philippine working) expatriates, and retirees with military or other pensions from overseas. (Foreign spectators mainly fall into the same demographics as the foreign competitors.)
Car Shows
AHRA will host the First Annual Philippine Classic, Custom, and Drag Show. Even in its first planning stages, unique and exotic specials such as a fully original 1930’s Ford and the First Philippine Drag Rail have already been lined up to attend. Just from the racer and non-racer AHRA members, there are more than 40 classic, custom and drag cars available.
With pre-event, countrywide coverage through print, radio, and web-based media, and international coverage through our well visited websites worldwide, the number of exotic show cars is expected to exceed 100 of these rarely seen vehicles. Given this shows unique character, it is confidently expected that television coverage will also be available, boosting the event even more.
Because this show is the first of its kind in the Philippines, demographics cannot be finitely judged. However, given the nature (and costs) of owning exotic cars, it can be reasonably accurately predicted that the owners in attendance, and those seeking an exotic car (there will also be sales at the show) will be professionals and moneyed individuals from both the Philippines and overseas.
For further details on
sponsorship or any other matters pertaining to the Angeles Hot Rod Association,
please feel free to contact any of the following personnel. In addition, please note that
comprehensive details about AHRA and its membership can be found on our website
at: nt1.ph/AHR
AHRA President:
Mr. Ken Kepner,
Telephone:
0919-479-4298
AHRA Vice President:
Mr.
David Lockhart,
Telephone:
(045) 892-2115,
0917-927-0330,
Fax:
(045) 625-6887
e-mail: dlock@digitel
AHRA PRO:
Mr.
John Rizya,
Telephone:
(045) 892-2556
AHRA Sponsorship:
Mr.
Tom Mewes,
e-mail: ahra@h
It is an unfortunate but true fact that once they have
a sponsor’s money, many organizations forget that the sponsor is their partner.
We hope that as a potential sponsor, our information pack has shown you that
AHRA are committed to servicing and providing for our sponsors needs. That
includes creating a long-term, value orientated, mutually beneficial
partnership as part of all our dealings with sponsorship investors.