Championship Off Road Racing
270 Newport Center Drive, Suite 100
Newport Beach, CA 92660
(949) 467-2397
(949) 467-2399 fax
1-866-501-CORR
www.corracing.com

 

 
 
2005 to 2008
Growth Review Championship Off Road Racing

 

 (Source: Scott Rehn - CORR)

 

Championship Off Road Racing™ (“CORR”) brings high action, four-wheel motorsports, including two-wheel drive trucks and buggies and four-wheel drive trucks to the closed course off road arena. The 2008 Championship Off Road Racing race season includes eight events at tracks located in Los Angeles, San Diego, and Las Vegas. The season is televised nationally on NBC Sports and SPEED TV.
 
In an economic environment where many motorsports, including NASCAR and Supercross, have experienced a decrease in attendance and television viewership, Championship Off Road Racing has consistently seen triple digit growth rates in six key areas:
1) Track attendance,
2) Team registrations,
3) Television viewerships,
4) Television exposure value,
5) Marketing reach, and
6) Sponsorship growth.
 
From 2006 to 2008, annual in-person spectator gate sales increased 170%, from 55,400 to 149,000.
Track Spectators
2006 Race Season 55,400 attendees
2007 Race Season 103,534 attendees 87% growth from 2006
2008 Race Season 149,400 attendees 44% growth from 2007
170% spectator growth from 2006 to 2008
 
 
Most of this growth can be attributed to CORR’s expansion into highly populated geographical markets, including Los Angeles, Las Vegas and San Diego. Over the next five years, CORR will continue to expand into new markets from California to Florida. In 2007, CORR conducted one race at the Texas Motor Speedway in Dallas. While the race action and television programming were superb, spectator attendance did not meet CORR’s standards, so the Texas location was excluded from CORR’s 2008 schedule.
 
CORR will continue to study the Texas market to determine what location, date and venue will maximize both television production quality and event attendance. CORR is also reviewing tracks in Charlotte NC, Phoenix AZ, Florida and Wisconsin.
 
Team Growth up 165%
From 2005 to 2008, the number of race teams registered and racing with CORR increased 165%, from 118 teams in 2005 to 313 race teams in 2008.
 
A good gauge of CORR’s growth potential, and an accurate forecasting tool to estimate the number of professional teams in future years, is CORR’s newest and fastest growing class of vehicles: Karts. Karts are professionally built race vehicles, driven by children ages 8 to 15. The Karts are designed to appear and operate like mini-versions of Pro 2 and Pro 4 trucks.
 
Karts were first introduced to CORR in 2007, when 75 Karts registered and raced. In 2008, the class has grown to 109 Karts, a 45% growth rate in one year. The young Kart drivers of today are being groomed to become the professional Pro truck racers of tomorrow, making CORR’s long-term growth outlook very favorable.
 
Equally as impressive as CORR’s rapid team growth and Kart growth, is the high caliber of professional drivers and popular celebrity drivers who are joining the series. In 2007, the series attracted several professional crossover and celebrity drivers, including Ricky Johnson, Robby Gordon, Paul Tracy, Mike Metzger and Jeremy McGrath. In 2008, Jeremy McGrath joined CORR full-time, as did X-Games legends Brian Deegan and Tara Dakidas.
 
Next year, these professional celebrity drivers will be joined by Carey Hart and Cameron Steele, both of whom have already signed on for the entire 2009 season.
 
Television Viewing Audience up 759%
From 2005, when Jim Baldwin acquired Championship Off Road Racing, until the present (September 2008), the television viewing audience of CORR has grown 759%. During 2008, CORR will air over 56 hours of race programming on NBC Sports and SPEED TV.
 
On NBC, CORR is scheduled to air three live shows and six tape-delayed shows in 2008, for a total of eight 90-minute shows, or 12 hours of network programming.
 
On SPEED TV, CORR is scheduled to air six live shows, two tape-delayed shows, and 14 reruns, for a total of 22 two-hour shows, or 44 hours of motorsports programming.
 
In 2005, CORR reached 975,000 viewers on several small regional networks and on SPEED Channel. In 2007, CORR added NBC to the series’ television line-up, boosting the exposure to over 5 million viewers nationally. By the end of the 2008 race season, based upon current Nielsen ratings and data provided by NBC, and with three live shows on NBC Sports, over 8,375,000 viewers will have watched Championship Off Road Racing on national network television.
 
Television Viewers
2005 975,000 viewers
2006 2,260,000 viewers 132% growth from 2005
2007 5,443,000 viewers 141% growth from 2006
2008 8,375,000 viewers 54% growth from 2007
759% television viewer growth from 2005 to 2008
 
 
Television Exposure Value up 223%
With the increased number of viewers from 2005 to 2008, the television exposure value of CORR has also grown at triple-digits. According to third-party valuation agency, Joyce Julius & Associates, Inc., the year-end total value for all CORR sponsors has increased 223% from 2005 to 2008.
 
 
Television Value – per Joyce Julius
2005 $ 5,691,840 Total for all series sponsors
2006 $ 7,334,180 Total for all series sponsors
2007 $11,784,445 Total for all series sponsors
First 56% 2008 $10,333,395 For 9 out of 16 shows/all sponsors
Est. total 2008 $18,370,480 Estimate for all series sponsors
223% television value growth from 2005 to 2008
 
 
Adding to the increased dollar-exposure value of CORR has been the enhanced production quality of the series’ programming.
 
In 2008, CORR reached several new milestones with its programming.
1) In 2008, CORR brought the TV viewing audience even closer to the action with crystal clear images filmed and broadcast in high definition.
2) In 2008, CORR brought the action home with three live shows on NBC and six live shows on SPEED.
3) In 2008, CORR retained popular NASCAR commentator, Bill Weber to join CORR’s Ken Stout in the booth on SPEED, bringing a new view to the show. The well-known duo, Weber, and legendary race car driver, Wally Dallenbach Jr., continue to call the action on NBC Sports.
 
CORR has seen consistent ratings growth, from a 0.4 National Rating at the beginning of the season, to a 0.7 as of September 2008. The NBC shows continue to receive ratings as high as 2.7 in some regional markets.
 
CORR continues to invest in its television broadcasting, with the goal of becoming a nationally recognized household name.
 
Marketing Reach – up over 3000%
From the beginning of 2005, when Jim Baldwin acquired CORR, to the beginning of the 2008 race season, the onsite, print, radio and television marketing of Championship Off Road increased over 3000%.
 
Where CORR’s prior ownership only advertised locally before each event, Jim Baldwin began an extensive magazine, radio, television and third-party event marketing campaign, spending an average of $300,000 per event – over $2 million annually - from 2006 to 2008. While the 2008 race season is still underway so the year-end data is not yet available, during the 2007 race season, CORR conducted the following marketing campaign to promote the series:
 
2007 Media Buy
57 full-page advertisements in 16 different motorsports & racing magazines
39 pre-event newspaper advertisements
5,704 total @ 0:15 second, 0:30 second, and 0:60 second radio commercials
16,982 @ 0:30 second television commercials on local television
18,000 @ 0:30 second video commercials on Tijuana border billboards
 
In addition to the above media-buy, CORR promoted on-site at the following 3rd party events:
 
In addition to the above media-buy, CORR promoted on-site at the following 3rd party events:
 
2007 Off-site Event Location Attendance
January Off-Road Impact Las Vegas, NV 15,000
January AZ Off-Road and Truck Expo Phoenix, AZ 5,000
January Monster Jam Monster Trucks 1 Anaheim, CA 55,000
January Supercross (Anaheim 1) Anaheim, CA 55,000
January Supercross (Anaheim 2) Ahaheim, CA 55,000
January Supercross (San Diego 1) San Diego, CA 62,000
January Monster Trucks -Angel Stadium Anaheim, CA 55,000
February Monster Trucks - Qualcomm San Diego, CA 50,000
February Monster Jam Monster Trucks Oakland, CA 45,000
February Supercross (Anaheim 3) Anaheim, CA 55,000
February Supercross (San Diego 2) San Diego, CA 62,000
February Monster Jam Monster Trucks Phoenix, AZ 40,000
February Nellis Air Show Las Vegas, NV 50,000
March Monster Jam Monster Trucks Las Vegas, NV 45,000
April 4 Wheel Parts Truck Fest San Diego, CA 5,000
May Glen Helen Outdoor Nationals Glen Helen, CA 25,000
May Supercross Finals Las Vegas, NV 48,000
June 4 Wheel Parts Truck Fest Ontario, CA 8,000
June San Diego County Fair Del Mar, CA 36,000
August So Cal Dirt & San Expo Pomona, CA 20,000
September Thunderboat Regatta San Diego, CA 80,000
September UCSD Skyshow at Qualcomm San Diego, CA 34,000
September Antelope Valley Fair (10 days)Lancaster, CA 100,000
October Jeremy McGrath Invitational Los Angeles, CA 10,000
October Rockstar U.S. Open Motocross Las Vegas, NV 27,500
October MIRAMAR AIR SHOW San Diego, CA 250,000
November S.E.M.A. Las Vegas, NV 211,000
November Glamis Thanksgiving Weekend Imperial Valley, CA 50,000
 
Series Sponsorship Growth – up 275%
From the end of 2005 to the beginning of the 2008 race season, sponsorships of Championship Off Road Racing grew from primarily middle-market endemic companies to include large, non-endemic national household brands. The total dollar value of sponsorships has grown 275% in three years and continues to grow as virtually all prior sponsors renew and several new companies are negotiating sponsorships for 2009 and beyond.
 
2007 and 2008 race season sponsors include:
 
 
 
Team Sponsorship
In addition to the above series sponsors, there are currently 310 additional companies, up from 196 at the end of
2005, that provide cash or product sponsorship to race teams. Some of the 2008 team sponsors include:
 
Ford                                        Craftsman                                              Boss Snow Plows
Chevrolet                               Mastercraft                                             Nitto
BFGoodrich Tires                 Alpinestars                                               Bosch Power Tools
Lucas Oil                                Auto Meter                                              Dirt Logic
Mechanix Wear                      Ironclad                                                  Fox
Sunoco                                  Mazda                                                     Volkswagon
Red Bull                                  MSD Ignition                                           O’Reilly Auto Parts
Nissan                                    K&N Filters                                             Ready Lift
Puma                                       Papa’s & Beer                                        Maxxis Tires
Rockstar Energy                      Wahoo’s Fish Taco                              Snugtop
Tecate Beer                            TRD (Toyota)                                         Precision Gear
Ogio                                       Terrible Herbst                                       Target
Suzuki                                     Yamaha                                                 U.S. Navy
Mobile One                            Mountain Dew                                        Progressive Insurance
Valvoline                                Vitamin Water                                        Royal Purple
Oakley                                    Ringer Gloves                                       Thor
DC Shoes                               Shoei                                                      Sycuan Casino
U.S. Marines                          Edelbrock                                               Bell Helmets
 
Summary
With consistent triple-digit growth in spectators, sponsors, teams and television exposure, CORR is rapidly becoming a household name among more than just the racing community. Leading national publications, such as USA Today and Car & Driver Magazine have begun reporting on CORR’s events, while off-road and endemic publications continue reporting on CORR every month.
 
With national NBC Sports coverage of each CORR event, local NBC affiliates are now also reporting on races in their areas. This mainstream media influence is also seen in the weekend Sports sections of regional newspapers, including Los Angeles, San Diego and Las Vegas.
 
Finally, as a testament to CORR’s rapid growth and national success, the Spring 2008 issue of Off-Road Business magazine featured Jim Baldwin, the owner of CORR, on the cover as one of “The Top Five Most Influential People in the Off-Road Industry”.
 
   

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