The Dew Action Sports Tour Letter

by The Editors on December 21, 2006

Wade MartinWe got the nicest (seriously) email today from Wade Martin, the General Manager of The Dew Action Sports Tour. It included a wrap up of all the wonderful things The Dew Action Sports Tour did last year. Of course, Wade included few hard numbers. The on-site attendance was up 17,000 (which is 7% over year one). Their website pageviews “increased by more than 50%.” Yet, Wade made no mention of the tour’s TV ratings. Wonder why? Read the entire letter after the jump.

Dear Media Members,
As 2006 comes to a close, I wanted to take this opportunity to thank you for the outstanding coverage provided to the Dew Action Sports Tour during our first two seasons. We appreciate your fair and unbiased coverage and, for many of you, your willingness to learn a new vernacular to include action sports in your reporting. Interest in action sports is growing dramatically and affords all forms of media new opportunities to attract new readers, viewers and listeners in these highly competitive times.

NBC Sports and USA Network will continue their commitment to expansive television coverage of the 2007 Dew Action Sports Tour. This commitment will again allow viewers to follow their favorite competitors on a consistent basis throughout the course of the season. Fans have also been following the season via dewactionsportstour.com, which continues to grow and evolve with the league, by supplying exclusive interviews and video footage. Between 2005 and 2006, the number of website page views increased by more than 50%. Fan attendance is also on the rise: with final attendance from the five tour stops totaling 249,613, up roughly 17,000 or 7% from the inaugural season. Content distribution was also a huge expansion element for the Dew Tour this year. Through NBC Universal the Dew Tour was available on VOD, across 61 segments to 11 million cable subscribers. We also lived online in broadband with 136 segments available at www.Lat34.com and AOL Video. Globally we were able to distribute content via international TV partners to more than 100 countries worldwide. And Fuel TV also continues to be a great partner for us, with more than 70 hours of coverage in 2006.

In addition to the progression of the Dew Action Sports Tour, Tour executives continue to place importance on grassroots development in an effort to uncover new talent and potential stars of the future. The Tour’s amateur series, the Free Flow Tour, has provided a unique platform to do just that. During the past two seasons unbelievable talent has emerged from the amateur series including skateboarders Jeff Ward and David Loy and BMXers Kevin Kiraly and Mike Spinner, who completed the first 720 tailwhip in action sports history.

In the coming months, the Dew Action Sports Tour will have exciting news about our 2007 schedule, host cities, athletes and partners. We look ahead with great anticipation to 2007—our third season—knowing that it will bring exciting competitions, athletes who once again push the limit in their sport, and compelling story lines for fans and media alike to follow.

Thank you again for your interest in the Dew Action Sports Tour and best wishes for ahappy and healthy holiday season!

Sincerely,
Wade Martin
General Manager

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