Description

Situation You have recently started work at an advertising firm. Your supervisor, Charlie Sanders, has asked you to choose one of your firm’s clients and create an ad campaign that uses a central advertising message to create two unique pieces of advertising media for different delivery formats. As this will be your first major project at the firm, you have been asked to conduct a “dry run” presentation for internal stakeholders. Directions At your firm, new associates are asked to create a mock client pitch for feedback from their managers and other stakeholders in the firm. As this is a presentation to internal stakeholders, Charlie has asked that you be explicit in addressing the reasoning behind your advertisements. Client Pitch: When you are developing a persuasive advertising campaign, it is important to consider your target audience and product to determine what media, persuasive techniques, and design elements you will include. As part of your pitch, include the following elements: Analyze the target audience for the advertising campaign. In your analysis, address the following: What market segments does your advertising campaign target? What variables of segmentation are you using to construct this segment? Describe the persuasive techniques used in each advertisement. In selecting these persuasive techniques, consider the following: What techniques will be most effective in persuading the target audience to make the purchase? What appeals can be used in different advertisements? What is the intended outcome of the appeals and persuasive techniques used? Justify the choice of platforms used to deliver advertisements to your target audience. In justifying your choice, address the following: Why did you select the platforms for your advertising? Why are these chosen platforms effective channels to reach your target audience? How do the channels and messages align? Defend design decisions with regard to the needs of the target audience. In defending your design decisions, address the following: Explain what elements you incorporated in each advertisement prototype. How do the design elements used work to motivate your target audience? Defend design decisions with regard to the intent of the advertising campaign. In defending your design decisions, address the following: What design decisions were applied to demonstrate the persuasive techniques and messaging? How do the design decisions connect with an overall cohesive campaign? What design decisions are represented to appeal to and motivate the target audience? Advertisements: As part of your pitch, your supervisor has asked you to create two advertisement prototypes that are targeted at an appropriate audience and leverage appropriate media and persuasive techniques. Create two advertisements, unique in design and medium, that are aligned to client goals and leverage appropriate technologies Incorporate a clear call to action in both advertisements What to Submit Client Presentation You have been asked by your supervisor to put together a presentation for an existing client. This presentation should contain two advertisements designed with the client’s needs in mind and a pitch describing how these advertisements meet the client’s needs and leverage appropriate design principles. This project MUST follow the rubric criteria attached.

Advertising Communications

Potential Clients

Your manager has provided you with the following products produced by your agency’s clients. She has asked you to choose one of these products to design your pitch around.

Sandbar Cruiser

Designed with a comfortable, upright posture and a sturdy build, the Cruiser by Sandbar is a bike designed to suit your lifestyle. Available in a variety of colors and with a full accessory package, the Cruiser is a bike you can use to tell your story.

Price

• Base: $250.00

Features

• Stylish fenders for the classic beach cruiser look
• Frame: All aluminum frame
• Gearing: Single-speed
• Rims: Alloy rims are stock, though options are available
• Pedals: Standard

Selected Options

• Handlebar Basket: $25.00
• Cup Holder: $15.00
• Bell: $10.00
• Handlebar Lights: $25.00
• Reflector Package: $30.00

About Sandbar: Sandbar is a new lifestyle brand based in Los Angeles and targeting teens and young women. As a new company, it has grown primarily through social media advertising. Sandbar recently found success through leveraging Instagram influencers to push its brand. The Cruiser represents a new market for Sandbar.

Muscle Shoals Swamper

Born to navigate the tricky wilderness surrounding the Tennessee River, Muscle Shoals’s new bike, the Swamper, is ready to groove with whatever you throw at it. Once you experience its lightweight alloy frame, upright seating position, and state-of-the-art suspension, you’ll never love another bike the way you love the Swamper.

Price

• Base: $399.99

Features

• Frame: Lightweight alloy
• Gearing: 24 gears
• Wheels: 28” wheels with wide tires
• Pedals: Steel
• Standard water bottle holster
• Rack and fender mounts

Selected Options

• Cargo Rack: $34.99
• Handlebar Lights: $24.99
• Reflector Package: $29.99
• Child Seat: $129.99

About Muscle Shoals: Founded by Jim and Yvonne Stewart, Muscle Shoals is one of the premiere minority-owned businesses in the Tennessee Valley. Muscle Shoals caters to middle-aged outdoor enthusiasts. While they have thrived through local advertisements in traditional media, Jim and Yvonne are hoping the release of the Swamper will help their brand reach a nation-wide audience.

Mutual Bread Bike

Mutual makes bikes for the worker and is proud to be part of the urban movement revolution. The Bread Bike is specifically designed to get you on the road in your city. Built with a lightweight and durable steel frame, consisting of simple, easy-to-maintain parts, and kitted with a visibility package to keep you safe. Combining the sleek looks of classic “fixie” bikes with the ease of use (and coaster brakes) of a beach cruiser, the Bread Bike is just the basics you need to get to work, to play, or wherever the revolution calls you.

Price

• Base: $149.99

Features

• Frame: Steel track frame
• Gearing: Single gear with coaster brake
• Wheels: 28” wheels, slim profile tires designed for pavement
• Pedals: Plastic
• Standard visibility package
• Rack and fender mounts

Selected Options

• Cargo Rack: $19.99

About Mutual: Mutual, located in New York City, is an employee-owned collective started to provide vocational skills and training for local youth. Through leveraging technology, its aim is to create quality bikes at accessible prices. After experiencing significant growth through word of mouth in its home market, Mutual is seeking to bring its brand and values to cities across the world.

© 2011, Gluskin Townley Group, LLC
THE U.S. BICYCLE MARKET
A Trend Overview
Author: Brad Edmondson
© 2011, Gluskin Townley Group, LLC 2
Table of Contents
Introduction……………………………………………………………………………………………………. 3
Executive Summary ………………………………………………………………………………………… 3
Bicycling Trends, 2000-2010…………………………………………………………………………….. 3
Demographics of Bicyclists ………………………………………………………………………………. 6
Conclusions……………………………………………………………………………………………………. 9
Sources………………………………………………………………………………………………………….10
About Gluskin Townley Group, LLC and Brad Edmondson …………………………………..10
© 2011, Gluskin Townley Group, LLC 3
Introduction
Over the last decade, bicycling has become less popular, but more visible. The bicycle market in
the US is not growing, yet it has the potential to become far more profitable. What made this
happen? Simple. While bicycling faded as a pastime, it grew as a sport.
This free report is the first in a series produced by Gluskin Townley Associates to show the
bicycle industry where it stands and how to prosper. Our series focuses on adult frequent
bicyclists, a relatively small group that dominates consumer spending as it pushes the growth of
what devotees call “bike culture.” This report analyzes data from two national surveys and other
sources to show how bicycle riding in the US changed between 2000 and 2010. The next report
analyzes an exclusive survey of touring cyclists to profile this important segment of the frequent
bicycling population. It is available for purchase at the end of this document.
Executive Summary
Bicycling is not for kids any more. The number of children who ride bicycles declined
more than 20 percent between 2000 and 2010, while the number of adults who ride
increased slightly.
Enthusiasts are driving growth. More than 21.8 million American adults rode a bicycle
109 days or less in 2010, about the same as the number who rode that often in 2000. But
another 3.4 million rode in 110 days or more, and the number of frequent cyclists
increased 12 percent over the decade.
Most women are less interested in bicycling… About 10.2 million women rode 109
days or less in 2010, a decrease of 13 percent since 2000.
…but female enthusiasts are on the rise. The number of women who rode 110 days or
more exceeded 1.3 million and increased 8 percent during the decade. At the same time,
the number of men who ride that frequently increased 15 percent.
Older riders ride more. Participation in bicycling falls off after the age of 55,
particularly among women, but male riders who belong to the enormous baby-boom
generation show few signs of slowing down. In fact, riding days for men tend to increase
after they reach age 65.
What do women want? Bicycle retailers and suppliers should focus on retaining their
loyal customers for as long as possible, but bicycle sales in the US will not grow until the
industry finds ways to increase the appeal of bicycling to women. Some European
countries have as many women bicyclists as men, and the difference may be in urban
design.
Youth equals diversity. Most of the children in America’s largest cities and states no
longer have an Anglo-American cultural background. But more than 85 percent of
bicycle riders are non-Hispanic and white. The future viability of the bicycle industry in
the US depends on finding ways to appeal to black, Hispanic, and Asian families. This is
why it is of critical importance to the industry to make urban and suburban areas safe and
bicycle-friendly.
Bicycling Trends, 2000-2010
The number of Americans who ride a bicycle at least six times a year declined from 43.1 million
in 2000 to 39.8 million in 2010. This represented an 8 percent decline even as the overall number
© 2011, Gluskin Townley Group, LLC 4
of Americans adults increased 10 percent, according to surveys conducted by the National
Sporting Goods Association (NSGA). But the decline in bicycling did not happen evenly across
the population. Participation actually increased in some groups. Studying those groups will help
the industry find ways to grow.
Women and children fled from bicycling in the last decade, but men rode to the rescue. The
number of children who ride a bicycle at least six times a year plummeted between 2000 and
2010, decreasing 21 percent even as the total number of children increased 3 percent. The overall
number of adult bike riders increased 2 percent – a somewhat better performance, but still slower
than the 12 percent overall increase in the number of adults. Among adults, the number of
women riders decreased 10 percent, even as the overall number of women increased 12 percent.
But the number of men who participated in bicycling increased 16 percent between 2000 and
2010. This was even faster than the 13 percent overall growth in the adult male population (see
table 1).
Table 1: U.S. population and bicycle riding participants by age and sex, 2000 and 2010,
in thousands
2000 2010 Change % Change
Total U.S. population 281,421 308,745 27,324 10%
Bicycle riders (6x+/yr) 43,135 39,789 -3,346 -8%
Percent of U.S. population 15% 13%
Total child population (0-17) 72,293 74,181 1,888 3%
Child bike riders (7-17) 18,509 14,587 -3,922 -21%
Percent of all children 25% 20%
Percent of all bike riders 43% 37%
Total adult population (18+) 209,128 234,564 25,436 12%
Adult bike riders 24,626 25,202 576 2%
Percent of adult population 12% 11%
Percent of all bike riders 57% 63%
Total adult male population 100,996 113,836 12,840 13%
Adult male bike riders 11,742 13,589 1,847 16%
Percent of all adult males 12% 12%
Percent of adult bike riders 48% 54%
Total adult female population 108,133 120,728 12,595 12%
Adult female bike riders 12,884 11,608 -1,276 -10%
Percent of all adult females 12% 10%
Percent of adult bike riders 52% 46%
Sources: Census Bureau and National Sporting Goods Association Sports Participation Study,
2010 & 2000
As the cycling universe shrank around the edges, its core got harder. Over the last decade, the
industry has benefitted from rapid growth in groups that promote “bicycle culture,” which
integrates bicycling into daily patterns of work and play. Groups like the Rails to Trails
© 2011, Gluskin Townley Group, LLC 5
Association have become effective advocates for cycle touring, while the International Mountain
Bike Association and other groups are giving people better ways to plug into performanceoriented
cycling. Meanwhile, urban activists have formed organizations in virtually every
metropolitan area in the US, such as Transportation Alternatives in New York City, to promote
bicycling as a form of daily transportation and exercise.
These groups have re-defined American bicyclists as a special interest group. They are the main
reason why the numbers of American adults who ride a bicycle at least 110 days a year increased
12 percent during the decade, even as the total number of adult riders was essentially flat (see
table 2). And in a particularly important finding, women appear to be sharing in the growth of
bicycling culture. The number of women who ride frequently increased by more than 100,000
between 2000 and 2010, even as the total number of women riders decreased by almost 1.3
million.
Table 2: Bicycle riding participants and frequent participants who ride at least 110 days a
year in thousands, by sex, 2000 and 2010
2000 2010 Change % Change
Total adult bike riders 24,626 25,202 576 2%
Frequent adult riders 3,008 3,379 371 12%
Frequent % of all riders 12% 13%
Male adult frequents 1,739 2,004 265 15%
Percent of all frequents 58% 59%
Female adult frequents 1,269 1,375 106 8%
Percent of all frequents 42% 41%
Source: National Sporting Goods Association Sports Participation Study 2010 & 2000
Still, there are not enough frequent riders for the industry to thrive. Fewer than 3.4 million adults
in the US ride a bicycle frequently, which is only about one-eighth of the total number of adult
cyclists. Almost 10.7 million adults ride a bicycle occasionally (25 to 109 days a year). While the
size of this group was almost unchanged over the last decade, their demographics changed
dramatically. Women were the majority of occasional adult riders in 2000. By 2010, their share
had declined to 45%. The number of women occasional riders decreased by almost 800,000
between 2000 and 2010, while the number of male occasionals increased by almost 600,000 (see
table 3).
Table 3: Bicycle riding participants and occasional participants who ride 25 to 109 days a
year in thousands, by sex, 2000 and 2010
2000 2010 Change % Change
Total adult bike riders 24,626 25,202 576 2%
Occasional adult riders 10,893 10,671 -222 -2%
Occasional % of all riders 44% 42%
Male adult occasionals 5,290 5,862 572 11%
Percent of all occasionals 49% 55%
Female adult occasionals 5,603 4,809 -794 -14%
Percent of all occasionals 51% 45%
Source: National Sporting Goods Association Sports Participation Study 2010 & 2000
© 2011, Gluskin Townley Group, LLC 6
American women made enormous strides toward equality in the last decade. The majority of
college students in the US are now female; one-third of all the women who have ever served in
the United States Senate were elected since 2000. It is strange, then, that bicycling has become
much more of a man’s world. Nearly half of all adult cyclists who ride do so infrequently, 6 to 24
days a year, according to the NSGA. The number of infrequent cyclists also increased slightly in
the last decade. But the number of women who ride infrequently is about 500,000 fewer than it
was in 2000, while the number of men who ride infrequently increased by more than 1 million
over the decade (see table 4).
Table 4: Bicycle riding participants and infrequent participants who ride 6 to 24 days a
year in thousands, by sex, 2000 and 2010
2000 2010 Change % Change
Total adult bike riders 24,626 25,202 576 2%
Infrequent adult riders 10,639 11,149 510 5%
Infrequent % of all riders 43% 44%
Male adult infrequents 4,713 5,725 1,012 21%
Percent of all infrequents 44% 51%
Female adult infrequents 5,926 5,424 -502 -8%
Percent of all infrequents 56% 49%
Source: National Sporting Goods Association Sports Participation Study 2010 & 2000
Persuading women to ride is the clearest path to growth for bicycling in the United States. There
are signs that this goal is attainable. In the United States, fewer than 2 percent of residents rely
on bikes for their daily transportation. But in the Netherlands, where bicycle lanes and bike
stands are part of most urban streets, 27 percent of all trips are made by bike and 55 percent of
riders are women. And in Germany, where 12 percent of all trips are made by bike, 49 percent of
riders are female (see Baker, Linda, “Shifting Gears,” Scientific American, October 2009, p. 28).
Bicycle sales will increase in the U.S. when America’s cities and suburbs are re-tooled for
bicyclists. Social scientists have long known that women are more risk-averse than men. And
despite their recent economic gains, American women still do the bulk of household shopping
and child care. In a recent study of bicyclists in Portland, Oregon, women were less likely than
men to use on-street bike lanes and more likely to go out of their way to use “bike boulevards,”
which are quiet residential streets with special traffic-calming features. And a recent census of an
off-street bike path in New York City’s Central Park found that 44 percent of riders were female.
Janette Sadik-Khan, who became the head of New York City’s Department of Transportation in
April 2007, has been waging a campaign to install traffic-protected bike lanes throughout the city.
She knows that wherever traffic is calmed, women cyclists follow.
Demographics of Bicyclists
The bicycle industry has prospered over the last few decades by catering to baby boomers, the
massive generation born between 1946 and 1964. America’s 78 million boomers are now
between the ages of 47 and 65, and they have surprised everyone by remaining physically active
well into their 50s and 60s. Among bicyclists, male boomers and even older men are the most
enthusiastic “geezer jocks.” The average annual number of riding days for adult male cyclists
increases steadily with age, from about 45 days among men aged 18 to 24 to more than 87 days
for male riders aged 75 and older (see table 5).
© 2011, Gluskin Townley Group, LLC 7
Women’s average annual riding days show how their lives are different. Women riders aged 18
to 24 actually ride more days per year than men that age do, but their riding days drop off
dramatically in the child-rearing age groups of 25 to 34 and 35 to 44. Yet female baby boomers
(aged 45 to 64) who ride get in the saddle almost as often as male baby boomers do, and the
average number of riding days stays high for women riders in the 65 to 74 and 75-plus age groups
(see table 5). This is evidence that women enjoy riding bikes as much as men do. They just have
a hard time fitting it in if they are also responsible for shopping and raising kids.
Table 5: Average number of riding days among bicycle riding participants
by age and sex, 2010
AGE
Total 18-24 25-34 35-44 45-54 55-64 65-74 75+
Male 57.0 44.6 48.4 53.1 59.5 63.9 73.0 87.4
Female 49.1 46.6 37.6 43.3 61.2 58.6 58.0 71.1
Source: National Sporting Goods Association Sports Participation Study 2010
Despite their economic power, baby boomers are no longer the only consumer segment that
matters to the bicycle industry. Only about one-third of bike riders are boomers (aged 45 to 64 in
2000), according to the NSGA. Another 15 percent of riders are in the college and young adult
life stage (aged 18 to 24), and fewer than 10 percent are retirees (ages 65 and older). The largest
groups of riders (43 percent) are those in the child-rearing ages of 25 to 44. So even though
boomers and retirees ride more often and may spend more per rider, young adults have far more
potential for increased participation and sales (see table 6).
A look at the ratio of male to female riders by age yields more evidence of the male “geezer jock”
phenomenon. Men are the majority of riders in all adult age groups, but their margin ranges from
4 to 8 percentage points over women until the age of 55. Among younger baby boomers aged 45
to 54, for example, only 52 percent of bike riders are male. But men are at least 57 percent of
riders among older boomers (aged 55 to 64) and retirees (aged 65 and older), a spread that is 14
percentage points higher than the figure for women (see table 6). Why does the participation of
women in bicycling fall off after age 55? It may be concern for safety, as older women are more
prone to broken bones and other injuries. It may be a generational difference in attitudes. But
whatever it is, the decline is dramatic.
Table 6: US adult bicycle riding participants by age and sex, in thousands, 2010
18-24 25-34 35-44 45-54 55-64 65-74 75+
Total 3,868 4,804 6,096 4,926 3,417 1,313 778
pct. 15% 19% 24% 20% 14% 5% 3%
Men 2,056 2,480 3,302 2,584 1,960 764 446
Women 1,812 2,324 2,794 2,342 1,457 549 332
% of total 18-24 25-34 35-44 45-54 55-64 65-74 75+
Men 53% 52% 54% 52% 57% 58% 57%
Women 47% 48% 46% 48% 43% 42% 43%
Source: National Sporting Goods Association 2010 Sports Participation Study.
Median age is a statistical measure that finds the midpoint of a group. One-half of the group is
older than its median age, and one-half is younger. The median age for adult bike riders in the
US is 41.5, which is slightly younger than the median age for the entire US adult population
© 2011, Gluskin Townley Group, LLC 8
(45.5). Infrequent riders who get on their bikes 6 to 24 times a year are the youngest group, with
a median age of 38.6, and occasional riders who go out 25 to 109 times a year are near the overall
average, with a median age of 42. But frequent riders who ride at least 110 days a year are by far
the oldest group, with a median age of 48.5 (see table 7). Men are slightly older than women in all
three groups. The median age of frequent riders means that this group is dominated by baby
boomers, which were between the ages of 46 and 64 in 2000.
Table 7: Median age of U.S. adults and bicycle riders by sex and frequency of riding,
2010
Median age
All adults (18+) 45.5
Adult bike riders 41.5
Men 41.8
Women 41.0
Frequent riders (ages 18+) 48.5
Men 47.6
Women 49.4
Occasional riders (18+) 42.0
Men 42.3
Women 41.7
Infrequent riders 38.6
Men 39.1
Women 38.2
Adults who ride bicycles are more likely than average to have high incomes, although they are
not as affluent as the participants in some other sports, such as downhill skiing or sailing. Twothirds
of households that contain an adult who rides at least six times a year have incomes of at
least $50,000 a year; nationally, only half of households reach this level of income. And nearly
one-third of bicycling households earn at least $100,000 a year, compared with just one-fifth of
all US households. Frequent cyclist households are somewhat less likely than occasional or
infrequent households to earn $100,000 or more, perhaps because household income typically
peaks among 45 to 54 year olds, and many frequent cyclists are older than 55 (see table 8).
Table 8: Bicycle riding participants by median household income and frequency
of participation, 2010, and all US households, 2009
<$50,000 $50,000+ $100,000+
All US households 50% 50% 20%
All bike riders 35% 65% 31%
Frequent riders 46% 54% 26%
Occasional riders 34% 67% 31%
Infrequent riders 33% 67% 32%
Source: Census Bureau and National Sporting Goods Association Sports Participation Study 2010
We have already seen that bicycling in the US is a man’s world, and that attracting more women
is an obvious way to re-start the industry’s growth. It is important to add that the bicycling
community is also overwhelmingly white. Eleven percent of all American adults are black, and
14 percent are Hispanic. But only about 5 percent of adult bike riders are black, and about 6
© 2011, Gluskin Townley Group, LLC 9
percent are Hispanic (see table 9). Hispanics are slightly more likely than blacks to ride a bicycle
at least six times a year, but the industry still has a long way to go before Hispanics ride at a rate
that matches their overall population numbers.
In the long run, attracting minorities to cycling will be of critical importance. Between 2000 and
2010, Hispanics accounted for the majority of population growth in the United States. The
combined Hispanic, black, and Asian population already forms the majority of the total
population in most of America’s largest metropolitan areas, and their reach will grow rapidly in
the next decade. Also, minorities are young: 23 percent of American children are Hispanic, 15
percent are black, and 9 percent are Asian or some other non-white race. Bicycling cannot reverse
the recent sharp declines in the participation of children until it finds ways to attract black,
Hispanic, and Asian families. Minority populations are overwhelmingly concentrated in large
cities and their suburbs – so the key strategy, once again, will be re-designing roads and other
infrastructure to make them safer and more bike-friendly
Table 9: Bicycle riding participants and all US adults by percentage black and Hispanic
and frequency of participation, 2010
African
American
Hispanic
American
All U.S. adults 11% 14%
All adult bike riders 5.1% 6.4%
Frequent riders 4.6% 7.2%
Occasional riders 4.8% 5.9%
Infrequent riders 5.5% 6.7%
Source: National Sporting Goods Association Sports Participation Study 2010
Conclusion
Bicycling over the last decade is a story of good news and bad news. The bad news is that the
total number of bicyclists declined due to steep drops in participation among women and
children. The good news is that the number of men who ride increased rapidly and also that the
number of frequent riders – both male and female — also increased. The overall number of adult
riders was almost unchanged, but this was due to declines in female riding being offset by gains
in male participation. Frequent bicyclists are somewhat older than other cyclists and much more
likely to belong to the baby boom generation, which included all adults between the ages of 46
and 64 in 2010. But male cyclists actually ride more days after they reach the retirement age of
65, so the boomers may stick around for a long while.
In this environment, the most pressing issue for bicycle stores and suppliers is holding on to loyal
customers for as long as possible. But that alone is not enough. The bicycle industry must also
seek growth by attracting women back to the sport, and by finding ways to put Hispanic, black,
and Asian families on bikes. Women are far more sensitive to safety issues than men are, and
more of their daily transportation needs revolve around family activities and shopping. Most of
the children in America’s largest cities and states are black, Hispanic, Asian, or from some other
non-white race. For this reason, the single best way to attract women and minorities to bicycling
is making urban and suburban streets safer and more cycle-friendly.
© 2011, Gluskin Townley Group, LLC 10
Sources
Demographic data for the U.S. population in this report comes from the US Bureau of the Census.
Data on bicycle riders comes from the survey of sports participation conducted by the National
Sporting Goods Association, which has been conducted annually since 1985. The survey is
drawn from a panel of 41,000 households and was conducted by mailout-mailback until 2010,
when households were invited by mail to complete the survey online. Complete results are
available to members of the NSGA. For more information, go to www.nsga.org.
About the Gluskin Townley Group, LLC
Founded in 2004, the Gluskin Townley Group, LLC is a marketing and research consulting firm
that works with clients in the bicycle, outdoor, fitness, tennis, skiing, and flyfishing industries.
We use our long-range vision, our market wisdom, and our research-based insight to craft
solutions to today’s challenges for our clients. To learn more about our products and services,
visit www.gluskintownleygroup.com.
About Brad Edmondson
The report’s author, Brad Edmondson, is the former editor of American Demographics magazine
and a national authority on demographics and consumer behavior. He has been consulting and
speaking with the bicycling industry for more than 15 years, and has enjoyed a long partnership
with Elliot Gluskin and Jay Townley.