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HomeMy WebLinkAbout2010 TMG CSE Recap FINAL 1CSERECAP 2 2010TMGSCENE 3 2010OVERVIEW2010 Teva Mountain Games was the ninth annual running of the Mountain Games and the second under Vail Valley Foundation ownership. The record crowds and record participants are always a welcome sight during a typically quiet time of year for Vail businesses.The Vail Valley Foundation continues to improve the event whilestill honoring the Mountain Games vibe, heritage and authenticity. The Mountain Games continues to draw the top athletes within their disciplines and put them on the starting lines nextto the weekend warriors. STRENGTHS:-Timing and online glitches corrected for 2010-Load in/out of Gear Town partners a much smoother process in 2010-Continued growth of participants (11% growth)-Continued momentum and interest by Sponsors. 80+partners -IFSC Bouldering World Cup: 3rdtime in USA-New TV Production company will take final 1 hr telecast to new level ROOM FOR IMPROVEMENT: -Mother Nature: blessing and a curse, great sunny weather also led to record snowmelt/river flows which led to the cancellation of Sunday’s whitewater events-Website issues: implemented multiple levels of social media initiatives which bogged the website down at peak times-Implemented iPhoneApplication specific to Teva Mountain Games which overloaded wireless system within TOV-Opening Concert-choice of band could be improved 4 QUICK FACTSATHLETE REGISTRATIONS: Over 11% growth in 10 over 09 for unique athlete registrations; 10 yielded 2,174 unique registrants making up 2,593 competition starts ECONOMIC IMPACT –$3.7-3.9 millionSPECTATORS:37,000-39,000 estimated over 4 daysTOTAL MARKETING IMPRESSIONS:TBA PR CIRCULATION:241,220,982 impressionsPR coverage includes:Outside Magazine, Los Angeles Times, USA Today,Bicycling, Climbing, KDVR Fox, CBS 4 Denver, 9Newsand many more national and international outletsTELEVISION:150 million potential impressions85mm US TV households on NBC, CBS, ABC or FOX 65mm US TV households with Time Buy FOX Sports National Estimated viewership of 2010 syndication and time buy 1.9 million people 5 2010 BUDGETS2010 Teva Mountain Games Budget TOTAL CASH & IN KIND REVENUE 2,070,000 EXPENSES Announcers 7,000.00 Auto Mileage 2,100.00 Awards Non-Cash & Gifts 3,000.00 Construction Materials & Equipment 99,000.00 Contract Labor 200,000.00 Credentials 3,000.00 Dues & Subscriptions 100.00 Entertainment 50,000.00 Insurance 10,000.00 Labor 250,000.00 Lodging 10,000.00 Mail -Postage/Shipping 1,000.00 Marketing, Adv, PR & Web 77,000.00 Demographic Survey 2,000.00 Media TV, Production & Distribution 159,000.00 Non-Social Food 7,500.00 Permits 4,500.00 Poster, Event Program, Bibs, Banners 21,000.00 Prizes -Cash 106,000.00 Sales Team Expenses 26,000.00 Signs 24,000.00 Social -Food & Beverage & Décor 15,000.00 Sound 16,000.00 Supplies, postage, shipping 2,000.00 Transportation 3,500.00 Trash, Utilities & Telephone 3,500.00 Website 18,000.00 In Kind Trades 830,000.00 TOTAL EXPENSES 1,950,200.00 Net Contribution Before Allocation 119,800.00General & Admin & Capital Allocation ($60,000)ACTUAL EVENT NET CONTRIBUTION 59,8 00.006 MARKETINGSUMMARY2010 AT A GLANCEThe overall marketing impressions grew in 2010,thanks to increased partner support in print andonline, the addition of a new sport to the lineup,as well as the enormous popularity of social media outlets. Overall advertising and editorialimpressions will be available in July as part of the events final stakeholder summary 7 TELEVISION SUMMARY2010 BREAKDOWN:National Broadcast Syndication:85 Million US HH reach airing in 120 + US markets. Guaranteed top 5 US Markets, 19 of top 20, 34 total of top 40, 85% to air on Network Affiliate (NBC, ABC, CBS or FOX Broadcast)+Fox Sports National: Time Buyminimum 65 Million US HH with potential for 85mm total US HH reach+Secondary Dist Channels Late Q42010 and Q12011:Estimate 30 Million additional Impressions+Outside TV (Previously ISC Network): 35 Destination Resorts across USA, Estimate 200+ total airings 8 2010 NATIONAL/REGIONAL PRINT ADS PUB FREQ DATES CREATIVECanoe & Kayak 2 May & Whitewater Issues Full Page 4C Climbing Magazine 1 May Issues ½ Page 4C Urban Climber 1 May Issues ½ Page 4C Outside Magazine 5 Apr., May, Buyers Guide, Jun., Oct. Issues Full Page 4C Eddie Bauer Catalogue 1 Spring Catalogue Double Truck 4C S. West Fly Fishing 1 May/June Issue Full Page 4C Bike Magazine 1 May Issue Full Page 4C Mountain Sports + Living 1 May Issue Full Page 4C Competitor Mag 2 Keeper, May Issues ½ Page 4C Deadpoint Magazine 1 May Issue Full Page 4C Elevation Outdoors May Issue ½ Page 4C Rock & Ice Magazine 1 April Issue Full Page 4C Trail Runner Mag 1 March/April Issue Full Page 4C NEWSPAPER Denver Post 6 May-June 3 column (5.5) x 9 B&W Vail Daily 1 June 2-6 Official Event Program Vail Daily 82 April-June Daily Full Page 4C, ½ Page 4C & Remnant 4C NATL. & REGIONAL PRINT ADVERTISINGNEW FOR 2010:-Rock & Ice Magazine-Expanded Trail Runner Mag-Competitor Magazine -Eddie Bauer Catalogue-Elevation Outdoors-Bike Magazine-Deadpoint Magazine-Mountain Sports + LivingFinal 2010 Impressions TBA 9 BANNER ADSAT A GLANCE 2010 WEBSITE RUN DATES Travelocity.com May-June 2010 Rockandice.com May 2010 Kzyr.com May-June 2010 Ucmag.tv March-May 2010 Climbing.com March-May 2010 Urbanclimbermag.com March-May 2010 RealVail.com January-June10 MapMyFitness Network April-June 2010 Fishexplorer.com 4/6-6/5/10 Denverpost.com 5/19-6/8/10 Trailrunnermag.com May 2010 995themountain.com May 2010 Alice1059.com May 2010 Southwestflyfishing.com April-May 2010 Elevationoutdoors.com May 2010 Vaildaily.com April-June 2010 Entercom Streaming: 995themountain.com Kosi101.com Alice1059.com May-June 2010 NEW FOR 2010:-rockandice.com-trailrunnermag.com-mapmyrun.com-mapmyride.com-elevationoutdoors.com+Final 2010 Impressions TBA 10 2010 RADIO STATION DATES* QUANTITY/FREQUENCY* KZYR 97.7fm May/June 10 May/June 10 June 4-7 May/June 10 May/June 10 150 :60 spots 150 :15 liner notes 40 2:00 live interviews 40 2:00 Spectator Guides Teva Text Force Campaign KKCH 92.7fm May/June 10 May/June 10 105 :60 spots 10 live mentions KCMV 106.3fm May/June 10 May/June 10 70 :60 spots 35 :15 liner notes KALC 105.9fm Denver May 25-31 10 May 25-31 10 June 1-7 10 May/June 10 16 :30 spots 12 :15 spots 7 :60 spots 97 webstream spots Alice1059.com KOSI 101.5fm Denver May/June 10 119 webstream spots kosi101.com All radio stations conducted on-air giveaways in addition to the ad buy. KZYR’s Teva Text Force Campaign sent out updates and conducted partner giveaways during the event.. *FINAL 2010 affidavits are expected by July 9, 2010. KQMT 99.5fm Denver May/June 10 May/June 10 May 25-31 10 May/June 10 37 :30 spots 30 :15 spots 15 : 10 spots 340 webstream spots 995themountain.com RADIO ADSAT A GLANCEFinal 2010 Impressions TBA 11 Final 2010 Impressions TBA2010TELEVISION CHANNEL*DATES*Denver Interconnect through Comcast:DiscoveryESPNESPN2FXNICKVH1Versus:30 spotApril-June 2010TV8:30 spot, 1hr show, interviews, other featuresMarch-June 2010*FINAL 2010 affidavits are expected by July 9, 2010. TV ADSAT A GLANCE 12 PRSUMMARY2010TOTAL MEDIA COVERAGE BEYOND VAIL:ESTIMATED PR IMPRESSIONS241,220,982ESTIMATED MEDIA VALUE$615,717.00PR SUMMARY:An extensive and collaborative Public Relations effort is implemented each year for the Teva Mountain Games lead by the Vail Valley Foundation’s TMG agency of record Giant Noise. In addition to our agency we also work in conjunction with PR agencies from our partners including Peeples Ink, Teva, Eddie Bauer, Costa, Thule, Volvo, C4 Watermanand many others. Final 2010 Impressions TBA and still growing 13 Outside MagazineThe Los Angeles TimesThe New York TimesThe Denver PostUSA TodayHuffington PostRock & Ice ClimbingUrban ClimberBicyclingCompetitor Magazine9NewsCBS 4 DenverKDVR FoxSkiingSnowboardin gStand Up Surfing Magazine5280 MagazineWend MagazineCNBCCanoe & KayakDeadpointMagazineBike Magazine2010 PRHIGHLIGHTS 14 TMG.COMAT AGLANCE2010 www.tevamountaingames.comNEW FEATURES UPGRADES-Complete Creative Overhaul-Social Media Enhancements-Google Analytics-Sharing Functions on every pageFocus on integration of Social MediaExpanded daily videos and photos 15 THE 2010 SOCIAL MEDIA THEME:EMPOWERING OUR USERS+ Leveraging PartnershipsWe pulled public feeds to the TMG.comhomepage to increase TMG dynamic content and grow social media presence. -Public FlickrGroup-YouTube, Twitter and Facebook Integration-Stand alone TMG Facebook and Twitter FeedsEvery page included sharing capabilities.More blogging/behind the scenes content leading into event + more daily video, photo and event content onsite. Increased Viral Video/WebisodeSyndication model included: 16 TMG iPHONEAPPThe Vail Valley Foundation and Teva Mountain Games partnered with both Smart Phone Studios and CentryLinkto build an app for TMG. In collaboration with CenturyLinkwe deployed a stand alone wifinetwork in the TOV to ensure better service and adaption. FEATURES:-Mobile schedules and event details-Lodging and registration calls to action-Rich Media Content Snacking-Available in the Apple App store under search terms Vail and Teva-Interactive mapping features-Sharing features via social mediaAT A GLANCE:At our peak, before network challenges we were averaging approximately 1500 connections a day to the app for event details. CALL TO ACTION: EMPHASIS ON LODGING -Persistent lodging call to action in all event email blasts-3 Dedicated lodging pages on TMG.com-Dedicated lodging channel in iPhoneapp-Numerous stand alone lodging Tweets-Numerous stand along TMG lodging FB posts-Discount lodging call to action on official event poster-Lodging call to action in all official print advertising-Numerous stand alone lodging blog posts 18 SURVEY (RESEARCH)HIGHLIGHTSPSYCHOGRAPHICS:Young at heart, affluent, socially conscious and active. AGE RANGE:18-25 32.44%26-35 24.70%36-45 18.45%46-55 15.18%56-65 6.25%Over 65 2.98%ANNUAL HOUSEHOLD INCOME:$0-40K 35.15%$41-85K 26.06%$86-100K 10.91%$101-150K 15.45%$150K + 12.42%SPECTATOR ORIGIN:Statewide (From Colorado) 65.91%National (Outside of Colorado) 34.09%AT A GLANCE 19 ON SITE SURVEY (RESEARCH) HIGHLIGHTS•Total complete surveys –364•Sample size provides statistical validity with an error level of5.1% at a 95% confidence interval•Estimated attendance –35,037 (+/-10% error level should be considered) Note: does not include concert attendances or Thursday Home Stake Creek Race•Estimated revenue generated to the Town of Vail -$3,667,017 (+/-10% error level should be considered)•Estimated sales tax revenues -$146,681 (+/-10% error level should be considered)•Net Promoter Score –73•Overall Satisfaction –4.66 (using a scale of 1 to 5, where 1=Not at all Satisfied and5=Extremely Satisfied)•90% of the attendees came to Vail, CO specifically for the Teva Mountain Games•63% of the attendees had attended the Teva Mountain Games in thepast•Average number of days attended –2.43•Favorite events –Kayaking/Water events, Dock Dogs, and Climbing•One Change –More Events/Activities, Parking, and Additional Bleachers/Stands•“Newspapers”and “Word-of-mouth”were selected most when asked, “How did you hear about the Teva Mountain Games?”•82% of the attendees staying in paid lodging were staying in Vail, CO•Average HH spend in lodging in Vail, CO -$448•Average total HH spend of those lodging in Vail, CO -$920•Average nights stayed –3.89•Average group size of those lodging in Vail, CO –4.66•Average age –39.8 20 2011 POTENTIAL GROWTHThe Vail Valley Foundation was successful in the new sponsor recruitment for the 2010 Teva Mountain Games. Multi-year agreements were signed with three major sponsors: Eddie Bauer, Thule, and Goal 0. Our largest growth potential for 2011 remains in the overall presenting sponsor for the event. Several existing sponsor contracts for 2011 are also up for renewal.There are two areas of potential growth as related to media exposure. We continue to research opportunities within the television broadcast of the Teva Mountain Games. Expanding the show from a one hour TV show to multiple hour or half hour shows is being looked at, along with expanding the coverage by airing on specific outdoor adventure channels. 21 SENSE OF COMMUNITYTHE kickoff to summer in Vail, the Teva Mountain Games has a real sense of community. After a long winter and mud season, many locals look forward to their first opportunity to wear their flip flops. It is a chance to both compete and socialize with their neighbors. The event is truly a success with the assistance of many within the community: US Forest Service, TOV PD, TOV FD, TOV Public Works, Vail Resorts, ECAD, CDOT, Search and Rescue, 200+ volunteers, and countless other individuals who all play a part in the event. The event brings a vibrancy back into the streets of Vail. The Teva Mountain Games helps define what being a local is all about: the mountain lifestyle-“athletes, art, music, mountains”. 22 WE ARE GREENThe Vail Valley Foundation was extremely proud to accept the 2009 Town of Vail Green Award. As stewards of environment, we continue to make efforts to reduce our impact. The Teva Mountain Gamesis made up of all human powered events. Following are some of the environmentally friendly measuresimplemented at the 2010 event:1.Recycling is encouraged at all venues with recycle collection containers adjacent to all event trash containers.2.All exposition partners /sponsors are notified of the TOV Greeninitiatives and encouraged to adhere to guidelines.3.Bear Naked Trail Day -TMG sponsor, Bear Naked, sponsored their second annual trail clean up/maintenance day in partnership with the US Forest Service. Over 110 volunteers worked on the Booth Creek Trail this year. 4.Green Light District of Gear Town -Multiple environmentally conscious companies tell their story on how they are making the world a better place.5.25,000 Official TMG event programs were produced on 100% recycled paper.6.A mobile app for for the Teva Mountain Games has been launched. We hope that someday this will allow us to further decrease quantities of printed collateral. 23 IN CLOSINGOur sincere thanks for your support. We wish you all continued success and, in partnership with you, look forward to making the2011 Teva Mountain Games even better!