White Air

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White Air

• Europes Premier Extreme Sports and Music Festival

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White Air - Background

• The White Air Festival was established in 1996 by
  Windsurfing world event champion and 06/7
  Kitesurfing UK champion Nigel Howell. After
  competing for 10 years on the World Cup circuit
  Nigel established the White Air Extreme Sports
  Festival, a multi-sport festival providing a huge
  diversity of natural and powered sports with
  action on land, beach and water
• Beginning as a surfing event on a beach in the
  Isle of Wight initially with 35 participants and
  a handful of spectators, the festival has grown
  year on year and now attracts more than 500 world
  class competitors across 26 extreme sports

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White Air - Action
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White Air - Today

• Already the biggest water and land-based ticketed
  festival in the UK and Europe
• Events include numerous World and European
  Championships plus open events for all to enter
• Have a Go interaction and introductory sports
  sessions are available to all spectators - 4,809
  sessions were taken up at the 2007 event (7x
  increase on 2006)
• In 2007 White Air attracted over 500 competitors
  and 50,000 spectators, with 14,000 within the
  main village environment
• A live music stage provides additional ticketed
  evening entertainment

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White Air - Moving Forward

• For 2009 the festival has been invited to
  relocate from the Isle of Wight to Brighton - a
  mainland site on the south coast, offering easier
  geographical access, increased accommodation
  options and improved transport links from London
  and elsewhere
• Brighton offers a daily footfall of 100,000 along
  the seafront where the festival will be located,
  ensuring a 300,000 viewing over the 3 day
  festival
• A mainland site will attract more spectators and
  participants
• Brighton Council have agreed to back the move for
  5 years and give substantial cash and in kind
  support and the seafront road will be closed
  ensuring ease of parking for the festival

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White Air - Welcome to Brighton

• Brighton regularly hosts major tourism and
  cultural events
• Brighton Festival is the largest arts festival in
  England with 700 events showcasing local and
  international artists
• Brighton Fringe Festival is the second biggest
  Fringe in the World
• Gay Pride is the biggest Pride festival in the UK
  and attracts 150,000 people
• Music events on the beach already generate large
  audiences - Fat Boy Slim plays to 22,000 people
  at the same location that White Air has been
  offered.

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White Air - Opportunities

• A proven formula can be grown to create a larger
  scale festival on the UK mainland
• There is already a demand to replicate the
  festival elsewhere in Europe and we plan to hold
  similar White Air events in 3 European beach side
  venues in addition to the established UK festival
• A mainland location and additional European
  festivals will help to attract international
  sponsors

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White Air - Further Exploitation

• Re-location offers increased income from
  ticketing as well as increased media coverage
• Significantly increased sponsorship and product
  placement opportunities - highlighting healthy
  outdoor sporting activities
• Expand the already highly ranked White Air Web
  Site, aiming to be the worlds leading portal for
  extreme sports. The web site currently attracts
  a unique viewing audience of more than 100,000
  users and we can increase web site income through
  advertising, subscription and merchandising
• Expand White Air TV to cover other worldwide
  extreme sports and increase income via live
  sports and music screenings
• Develop clothing and sports equipment
  merchandising opportunities through partnerships
  and licensing relationships

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White Air - Reviews

• Discovering a watersports sensation the annual
  festival attracts the worlds biggest names
  Daily Mail
• White Air has grown from strength to strength to
  become a massive multi-sport event and the
  biggest of its kind in Europe-Windsurf Magazine
• White Air will host the biggest names in extreme
  sports at one of Europes biggest extreme sports
  festivals -The Independent
• IOW gets adrenaline boost when the White Air
  festival starts The Times
• Making big waves at the White Air extreme sports
  event- Daily Star
• White Air is ranked as the most important event
  on the circuits- Panorama Magazine
• Since its beginnings in 1997 White Air has gone
  from strength to strength, nine wild days of
  extreme indulgence again ensured that this year
  would not be a disappointment-Wavelength
  Magazine
• We report from the biggest annual extreme sports
  festival in the UK. This years event was
  undoubtedly a massive success - Boards Magazine

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White Air - The Audience

• The festival attracts a wide ranging demographic
  due to the diversity of sports and music offered
• Our unique formula allows for White Air to
  control the demographic to suit sponsors needs
  across specific locations and sports
• Growing the music element will add another
  demographic, another lifestyle and allow White
  Air to target a supplementary audience for
  sponsors
• The White Air audience responds well to branded
  clothing and equipment

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White Air - The Sports Events

• Windsurfing The British/World Windsurfing
  Championships (Olympic)
• Kitesurfing The British/World Kitesurfing
  Championships
• Powerboats European/British Championships
• Jet Ski British Championships/Display
• Stand Up Surfing/Paddle Board British
  Championships /Open event
• Wakeboard (land based) British Championships
• Canoe Open event
• Sailing British Championships (Olympic)
• Beach Volley Ball British Championships
  (Olympic)
• Motor Cross Freestyle British/European
  Championships
• Mountain Board European Championships
• Skateboard European Championships (Olympic Trial
  sport)
• BMX European Championships
• Inline European Championships
• Gravity racing British Championships
• Mountain Bike Freestyle British Championships
• Frisbee World Championship
• Parkour World Open / Display
• Bungee Jumping Display / Event

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White Air - The Extreme Sports Market

• 168 million active extreme sports participants
  worldwide
• 22 million snowboarders
• 28 million surfers
• 20 million windsurfers
• 37 million skateboarders
• 34 million BMXers and Inline skaters
• 27 million others eg kite boarders, base
  jumpers, canoeists, white water rafters, etc
• And music

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White Air - THE Market Leader

• Worldwide White Air ranks No 1 in Google and
  other search engines for extreme sports
  festivals
• Worldwide, White Air ranks No 7 in Google for
  extreme sports
• White Air is unique in that it creates a single
  extreme sports village environment, ticketing
  for both daytime sports and evening music at one
  controlled location
• This is the only festival to offer an extensive
  range of natural and powered sports based on
  water, land and beach, plus a music event
• White Air offers multiple pillars of support - if
  one sport falls out of vogue another takes its
  place, ensuring an indefinite lifespan for the
  festival
• White Air attracts a broader demographic and
  higher disposable income audience than any of our
  competitors and therefore delivers far greater
  gate, individual activity, merchandising and
  sundry revenues

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White Air - Our Competition

• UK
• NASS Urban sports and music based inland in
  Devon - 30,000 ticketed gate _at_ 25/3day
• Boardmasters Surf/Music beach and land based,
  located in Cornwall - Non ticketed 7 day sports
  event attracting an audience up to 100,000.
  Includes two music evenings attracting 7,000 -
  ticketed gate _at_ 35
• Animal Windfest 3 day multi-sport festival,
  based beachside at Poole, Dorset. Well
  established (now in 7th year) a smaller version
  of WA with fewer sports and no music, run by
  locally based headline sponsor. Non ticketed
  with a daily audience of 30,000
• Europe
• Montpellier - Nokia FISE Urban sports only
  and all land based with a music element located
  in local clubs. Non ticketed 5 day event with
  50,000 attendance
• World
• X Games is the biggest worldwide extreme
  sports festival, based in Los Angeles, USA. It
  covers 6-8 sports at top level and is wholly
  funded by the sponsor, sports broadcaster ESPN.
  Attendance 250,000 - summer festival with free
  entry. Festival shown live on ESPN and ABC

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White Air - A Summary

• White Air is an established, successful and
  profitable annual event
• Opportunity to grow the UK event by re-locating
  to a mainland venue
• White Air formula is scaleable and can easily
  roll out into other prime European locations
• Potential to significantly increase the breadth
  and profitability of the White Air web site and
  White Air TV. Also to develop clothing and
  extreme sports equipment merchandising
  opportunities
• Significant international sponsorship
  opportunities
• Scope to develop multiple income streams in
  addition to the core festival - European rollout,
  Website, TV, DVD sales, expansion of the Music
  event and Merchandising

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White Air - Site layout
Overview Location
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White Air - Site Layout
Overview site
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White Air - Site Layout
West View
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White Air - Site Layout
East View