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Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150PADDLE SPORTS ASSOCIATIONSTRATEGIC ACTION PLAN(3 year horizon)Preliminary Market Research

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150An opportunity exists to further develop consumer interest and involvement in paddle related sports leading to increases in retail sales of rafts, canoes kayaks and wave skis.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150An additional opportunity exists to heighten and increase interest and attendance at leisure activity destinations featuring paddle sport activities.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Paddle sports provide a wide and varied range of activities in which to participate. From individuals to couples, to families to groups, from very active and aggressive to totally relaxing, entry can occur at any point or in virtually any specialty.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150The paddle sports industry, to grow, must raise its profile among consumers.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150The fragmented industry must also join forces to aggressively market and promote paddle sports.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Paddle sports must become top of mind with consumers and with creators of movies, music videos and commercials-vehicles that influence user habits.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150To grow, the paddle industry as a group must aggressively vie for greater recognition as alternative and fashionable leisure activities and sports.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Objective: • Develop the image of canoeing, kayaking, rafting and wave skiing as active, fashionable sports -yet sports that virtually anyone can participate in.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Make paddle sports vacation destinations desirable and sought after vacations, for singles, couples and families.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Strategies:• Reintroduce paddle sports as the recreation of choice via:• -event marketing• -media touring• -newsletters• -movie/ commercial/music • -video/general interest magazine placements.• -special promotions (i.e.: National Paddle Sports Week)

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Target consumer activities to reach:college educated adults,singlemarried (with young & growing families)

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150–Place added emphasis against those consumers already showing interest in bicycling, hiking, camping, backpacking and active winter sports.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Place informational articles in publications that influence decisions on destinations (airline publications, active sports, Brides Magazine, Travel & Leisure others).

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Place informational articles in business publications editorially directed at corporate America articulating the benefits of paddle sport vacations on team-building, confidence building, rapid strategic decisions, stress and health.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Consider strong, attention grabbing graphics and coloration in product lines to heighten visual excitement for all paddle sport activities. (Similar to marketing undertaken by SCUBA, Skiing, Surfing, Boardsailing and Bicycle industries).

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Accessory, clothing, automotive, and equipment manufacturers will be urged to contribute to the fashionable new look of paddle sports.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Cutting edge trendsetters will be approached to become participants in paddle sport events in urban areas and at resort destinations, particularly hotels.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Event marketing/publicity activities will be concentrated in markets with greatest paddle sport potential.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Paddle sports will be additionally marketed through consumer print advertising, direct mail and cable TV placement. All individual member advertising will signature ads with an umbrella Paddle sport theme or logo (similar to the Automotive Industry seatbelt concept and the Dairy Association’s "Real" logo)

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Develop a series of unique and media attention generating special events that bring the use of paddle sport equipment within easy range of general consumers and national media (i.e. Urban locations).

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Develop cross promotions with consumer package goods companies, automotive rental companies and hotel chains broadening the appeal of paddle sports activities.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Create an all paddle sport triathlon type event utilizing different paddle crafts run through a predetermined course testing various skills including endurance.KayakWave skiCanoeRaft

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Insure that officers of the Paddle Sports Association maintain highly visible profiles in the media community in order to maintain high awareness levels.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150DEMOGRAPHIC OVERVIEW

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150In order for any company or organization to successfully influence a consumer market, attention must be paid to demographic categories showing similar tastes in attitudes and lifestyles to the category in question.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150For the paddle sports industry, similar upscale demographics and lifestyles are found in those groups that participate in bicycling, camping, snowsports, and hiking/backpacking.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150A significant percent of the US adult population participates in some form of bicycling

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Camping, backpacking, hiking, trekking, climbing, caving, and extreme sports continue to grow in popularity and participation

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150There is significant opportunity to influence these groups to actively participate in paddle sport activities and purchase paddle sport products.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150These involved and growing participant and spectator base areyoungaffluenteducatedenjoy outdoor activitieslikely to be in a personal relationshipworking parents or in organized groups

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150What ties them together is the apparent love for outdoor activities with entry costs similar to paddle sports.

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Strong concentrations of these adults are found in:North EastWest CentralPacific Regions….and growing exponentiallythroughout the US and globe

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150– Demographics of the Recreational Market– Sports participated in– Past 12 months: 000 % U.S.pop (170,599 adults) – Backpacking/hiking %– Bicycling– Power boating8.1– Cross country skiing– Downhill skiing 7558– Fresh water fishing 30065 17.6– Salt water fishing 5.8– Sailing3.4– Swimming Water skiing4.3– source:MediaMark Research– Demographics by activity– Demographic U.S. Bicycling Backpacking/Hiking– 000To be updated

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150» demographic U.S. BicyclingBackpacking/Hiking» 18-24 27990 5833 23.6 144 2381 23.7 144» 25-34 40798 8221 33.2 139 4026 40.1 168» 35-44 30486 5834 23.6 132 2335 23.2 130» professional 14039 4048 16.4 1991855 18.5 224» exec/mgr 12160 2389 9.7 136 1061 10.6148» cler/sls/tech 32724 6321 25.5 1332350 23.4 122» HH income» $50.0+ 31512 6394 25.8 1402795 27.8 151» 40.0-49.9 23129 4556 18.4 136 1948 19.4 143To be updated

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150demographic U.S. BicyclingBackpacking/Hikingmarketing regionNew England 9345 1613 6.5119 851 8.5 155Mid Atlantic 30750 4773 19.3107 1546 15.4 85East Central 23810 3572 14.4103 1474 14.7 105West Central 27882 5130 20.7127 2142 21.3 130South East 30767 2992 12.167 1011 10.1 56South West 19241 1638 6.659 468 4.7 41Pacific 28804 5021 20.3120 2551 25.4 150To be updated

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150– demographic U.S. BicyclingBackpacking/Hiking– Single 35891 7392 29.9142 3421 34.1 162– Married 104358 14294 57.8 945392 53.7 88– Parents 58376 10201 41.2120 3867 38.1 112Working Parents 42642 7854 31.7127 3250 32.4 129– source:MediaMark ResearchTo be updated

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150» Ownership as % of U.S. Pop» own an inflatable boat 1.1% » own a canoe 1.5» own a bicycle 25.2 » own cross country skis 2.3» own downhill skis 4.2To be updated

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150» Demographics/ selected ownership» own canoe own raft» all adults 2600 100.0 1001875 100.0 100» men 1064 40.9 86792 42.2 89» women 1536 59.1 1131084 57.8 110» grad college 643 24.7 148257 13.7 82» attend college 533 20.5 118403 21.5 124» 18-24 499 19.2 117272 11.9 72» 25-34 652 25.1 105387 20.6 86» 35-44 691 26.6 149497 26.5 148To be updated

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Demographics/ selected ownershipown canoe own raftprofessional 297 11.4 139 129 6.984exec/mgr 162 6.2 88 238 12.7178cler/sls/tech 602 23.2 121 350 18.7 97HH income$50.0+ 704 27.1 147 535 28.515540.0-49.9 473 18.2 135 434 23.1171To be updated

Harry Falber | Trade Area Marketing Group, LLChfalber@tradeareamarketing.com | 203 557 4150Demographics/ selected ownershipown canoe own raftmarketing regionNew England 455 17.5 320 21211.3 206Mid Atlantic 485 18.7 104 35318.8 105East Central 388 14.9 107 28615.3 109West Central 573 22.0 136 19410.3 64South East 219 8.4 47198 10.6 58South West 176 6.8 60159 8.5 75Pacific 304 11.7 70475 25.3 150Single 528 20.2 97500 26.7 126Married 1797 69.1 1131223 65.2 106Parents 1021 39.3 115708 37.8 110Working parents 778 29.9 120582 31.0 124source:MediaMark ResearchTo be updated