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Home My WebLink About2012 TMG Stakeholders Report2012 STAKEHOLDERS REPORT MESSAGE TO OUR PARTNERS 2012 STRENGTHS: Athlete registration up 5% over 2011 Addition of the new Slackline competition was highly successful. One of the top 3 spectator draws. Bud Light Mountains Of Music Artist line up hit the mark with largest concert attendance in recent years for both Thursday and Saturday shows. IFSC Bouldering World Cup (5 th year In USA) Largest number of outdoor industry products and services partners onsite in history of the event. Event continues to capitalize on and substantially grow its social and digital media communication and follower campaigns. LOOKING TO THE FUTURE: Bud Light Mountains Of Music will add a 3 rd show for Friday evening. IFSC World Cup, main event registration and VIP will return to its historical location at Mountain Plaza/Vail Village. 2013 goal will be over 3,000 athletes and 50,000 onsite spectators. Increased marketing and advertising efforts to drive incremental destination guest attendance. Dear Friends, We are sincerely grateful for your business and partnership. The success of Mountain Games is directly attributable to 80+ top tier outdoor lifestyle brands that choose this event as one of the platforms by which to showcase your products and services and grow your brand. We remain very proud of this event and sincerely hope it has helped you to exceed your own brand goals and objectives. Please enjoy this detailed stakeholder report and do not hesitate to contact us should you have questions or need additional information. Warm Regards, Mike Imhof, VP Sales & Operations Vail Valley Foundation QUICK FACTS ATHLETE REGISTRATIONS: 2,550 Unique Athlete Registrations 2,972 Total Competition Starts (3,350 unique/3,845 starts including Winter) COMMUNITY ECONOMIC IMPACT: $3.8M - Estimated revenue generated to the Town of Vail (4.43M economic impact including Winter) (+/- 20% error level should be considered) SPECTATORS: 43,889 (53,889 + est. 45K skier visits including Winter) (+/- 20% error level should be considered) POTENTIAL MKTG IMPRESSIONS: 389,880,937 (569,255,599 including Winter) PR IMPRESSIONS : 151,601,308 (255,263,031 including Winter) TELEVISION: Domestic USA TV. Estimate 200 million impressions across all national TV distribution platforms. 2012 PARTNERS MARKETING SUMMARY IMPRESSIONS 264,728 = TMG.com Page Views (529,207 including Winter) 8,425,666 = Social Media Impressions (42,707,940 including Winter) 8,517,030 = Print Advertising Impressions (27,630,066 including Winter) 1,426,816 = TV Advertising Impressions (2,389,295 including Winter) 151,601,308 = Public Relations Impressions (255,263,031 including winter) 7,390,663 = Digital Advertising Impressions (8,989,006 including Winter) 1,146,998 = Mobile App Impressions 8,693,245 = Email Marketing Impressions (11,935,111 including Winter) 2,414,483 = Radio Advertising Impressions (4,811,943 including Winter) 200,000,000 = Estimated Impressions (2,015,000 including Winter) MEDIA VALUE $95,660 = TV Advertising ($202,870 including Winter) $540,534 = Print Advertising ($1,174,233 including Winter) $58,457 = Banner Advertising ($74,356 including Winter) $2,323,342 = PR ($3,975,412 including Winter) $48,350 = Radio Advertising ($96,155 including Winter) $33,102 = Social Media ($57,661 including Winter) $23,572 = Email Marketing ($39,781 including Winter) $14,543 = Mobile App $212,400 = TV Show Value ($343,950 incl. Winter) 389,880,937 (569,255,599 including Winter) Potential Marketing Impressions $3,349,960 ($5,978,961 including Winter) TTL Media Value 2012 CREATIVE TELEVISION SUMMARY 2012 BREAKDOWN National Broadcast Syndication: 90 Million US HH reach airing in 120+ US markets. Guaranteed network affiliate clearance in top 5 US Markets, 16 of top 20, 32 total of top 40 with 85% guarantee for syndication to air on Network Affiliate (NBC, ABC, CBS or FOX Broadcast). Airing window July 14 to September 9, 20112. Fox Sports National: Time Buy provides minimum 65 Million US HH with potential for 90mm total US HH reach depending on FOX affiliates picking up the show. Airing window is September/October 2012 with re -airs for up to 1 year. NBC Sports World Of Adventure Sports: Teva Mountain Games to receive a 15+ minute exclusive segment in the 1 Hour NBC telecast. 115 million US HH. Airing date Oct. 2012. Secondary Natl. TV Distro . Channels Late Q42012 and Q1203: Estimate 30 Million additional impressions. Outside TV (Previously ISC (Resort) Network): 35 Destination Resort markets across USA. Estimate 200+ total airings. 200,000,000 US HH Reach 1.8 -2 Million Estimate viewers across all national TV distribution platforms. $ 212,400 Media Value PUB FREQ DATES CREATIVE/NOTES Outside Magazine 5 Apr., May, Buyers Guide, Jun., Oct. Full Page 4C Eddie Bauer Catalogue 1 Summer Resource Double Truck 4C S. West Fly Fishing 1 May/June Issue Full Page 4C Bike Magazine 1 April Issue Full Page 4C Canoe & Kayak 2 May & Whitewater Issues Full Page 4C Rock & Ice Magazine 2 April & June Issues Full Page 4C Competitor Magazine 2 Keeper, May Issues ½ Page 4C Mountain Magazine 1 May Full Page 4C NEWSPAPER Denver Post 3 May 22, 27, 30 3 columns (5.5) x 7 4C Vail Daily 1 Insertion June 2 Official Event Program Vail Daily 22 April -June Daily Full Page 4C, 2/3 Page 4C & Remnant 4C Colorado Rky Mtn. News Media: Aspen Times, Summit Daily News, Glenwood Springs Post Independent, Rifle, Winter Park 15 May – June Full Page 4C, 2/3 Page 4C, Remnant 4C 8,517,030 Combined Audience $540,534 Print Value (No print value assigned for Eddie Bauer Summer Resource Catalogue) NATIONAL & REGIONAL PRINT ADVERTISING WEBSITE RUN DATES IMPRESSIONS Active.com May 1,779,453 Vaildaily.com Feb – June Not available Denverpost.com May – June 5,102,692 Vail Mountain Signature Events Campaign May 442,177 Rockandice.com May Not available Westword.com May 40,602 Alice105.9.com May 17,154 99.5themountain.com May 8,585 DIGITAL/ONLINE ADS AT A GLANCE 7,390,663 Impressions $58,457 Media Value 4,995 Clicks RADIO STATION DATES QUANTITY/FREQUENCY KZYR 97.7fm Vail Valley May - June 45 athlete/sponsor interviews 126 :60 spots 50 :30 spots 150 :15 spots Teva Mountain Games online radio station streaming all TMG content 24/7 KSNO Aspen May – June 84 :30 spots KBCR FM Steamboat Springs May – June 84 :30 spots KBCR AM (ESPN) Steamboat Springs May – June 84 :30 spots KALC 105.9fm Denver (Alice 105.9) May – June 74 :30 spots 15 live mentions/giveaways 174 streaming spots KQMT 99.5fm Denver (99.5 the Mtn) May – June 62 :30 spots 15 live mentions/giveaways 198 streaming spots RADIO ADS AT A GLANCE 2,414,483 Combined Audience $48,350 Media Value SENDER DATE RECEPIENTS TMG/VVF Database March –May 2012 x4 38,035 Outside Magazine May x2 88,609 Eddie Bauer May x3 7,549,916 USA Climbing May 16,000 Westword Events Blast May x1 5,907 Bootprints May x1 3,252 GoPro Video Of The Wk June x1 750,000 Alice 105.9 May x2 80,000 99.5 The Mountain May x1 30,000 Vail Resorts (Epic Pass) May x2 93,161 8,693,245 IMPRESSIONS $23,572 MEDIA VALUE 104,953 CLICKS EMAIL BLASTS TELEVISION CHANNEL TIME FRAME IMPRESSIONS Denver Interconnect through Comcast: Discovery ESPN 2 ESPN MSNBC NBC Sports National Geographic The Weather Channel Travel Channel Green Network May - June 917,961 TV8/Outside TV: April – June 2011 198 airings 2011 TV show 18 airings 3 min. highlight reel 120 live mentions 16 “Good Morning Vail” live interviews 1,426,816 Impressions $95,660 Media Value TV ADS AT A GLANCE 504 TMG Editorial Stories 144,191,282 Total Circulation/Unique Visits 151,601,308 Total Impressions $2,323,341.63 Media Value 195 Media Credentials Issued TMG provided accommodations for the following targeted journalists : •Abe Street/Ryan Krogh - Outside Magazine •Madison Kahn/Meaghen Brown - Outside Magazine •Sean McCoy – GearJunkie.com •Ashley Arnold - Trail Runner •Duane Raleigh/Will Hummel - Rock & Ice •Jordan Carr/Eddie Clark - Mountain Flyer •Eugene Buchanan - Canoe+Kayak •Shannon Davis - Backpacker •Amanda Fox - Climbing •Chris Kassar - Elevation Outdoors •Kevin Fonger /Shannon Fonger – ActiveGearReview.com •Kevin Luby - Skiing •Lisa Marshall - Competitor •Jennifer Olson - Women's Adventure •Olivia Dwyer/John Dwyer - Mountain Magazine Hosted Media 2012 TMG TOP COVERAGE •Elevation Outdoors •Outside Online (5x) •Huffington Post •Examiner (2x) •Denver Post (10x) •9News (2x) •Fox 31 Denver •GearJunkie.com(10x) PR SUMMARY •Aspen Times (3x) •Vail Daily (34x) •14 News •Canoe & Kayak •Decline Magazine •Mountain Bike Action •Golf Digest •Out There Colorado 0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 70,000,000 Total Impressions 12 63 115 3 328 Total Editorial Stories Magazine Print/Online Newspaper News Website Broadcast Blog & Other Online PR SUMMARY BY THE NUMBERS 2012 TOP WEBSITE CONTENT: Home, Results, Register, Schedule, XC Mountain Bike, 10K Spring Runoff, IFSC Bouldering World Cup, Mud Run, Vail Pass Half, Ultimate Mountain Challenge, Road Bike Time Trial, Mountains of Music, Slackline, Lodging 2012 TOP WEBSITE MARKETS: Colorado, California, Oregon, Texas, Washington, New York, Illinois, Utah, Arizona 1,530 SOCIAL MEDIA SHARES FROM TMG.COM (up from 810 in 2011) 1,462,000 Social Media Sharing Impressions $7,310 Media Value (based on $5 CPM) NOTE: New reporting window due to Winter event. Previously these metrics represented an entire year. These figures represent 3/1 – 6/29 WEBSITE AT A GLANCE TMG 2012 WEB STATS March 1, 2012 – June 29, 2011 103,075 Site Visits 264,945 Page Views 55.18% New Visitors 3:02 Average Time On Site Event Snapshot 5/30 – 6/4 39,594 Site Visits 108,270 Pageviews 46.85% New Visitors 3:30 Average Time On Site 2,329 = Number of downloads during campaign (45% via text to download, 55% via QR code) 31,275 = In App TMG Engagements 16x/day = Average times users engaged 10,893 = Direct engagements with partner events/offers 8x/day = Average times users engaged with partner events/offers 50,000 + = Exposed & Engaged via Social Networks 1,146,998 Impressions (+ 4,863% from 2011) Media Value = $14,543 MOBILE APP @ A GLANCE MOBILE APP/timeRAZOR MOBILE APP/timeRAZOR 5,250,000 Facebook Impressions 1,323,790 Twitter Impressions 1,462,000 Social Media Shares via TMG.com 335,426 Viral Video Views 54,450 Instagram Contest Impressions 8,425,666 Total Social Media Impressions $17,225 Facebook Media Value $6,619 Twitter Media Value $7,310 Social Media Shares Media Value $4,025 Viral Video Views Media Value $474 Instagram Contest Media Value $35,653 Total Social Media Value SOCIAL MEDIA SUMMARY VIRAL VIDEOS & WEBISODE SYNDICATION 335,426 Video Views $4,025 Media Value Videos @ A Glance VVF Produced/Official – 19,239 GoPro – 207,656 Misc YouTube – 66,151 IFSC World Cup Webcast – 40,000 Views TMG Website – 2,380 Views 2012 FACEBOOK HIGHLIGHTS: March 1 – June 25 Most Popular Posts Overall (based on impressions) 1. Best of 2011 Photo Album 2. Largest climbing wall in the world 3. Gibbon Games Slacklining announcement Most Popular Video Posts: 1. LT11 Highlight video (6/6/12) 2. Vail Mtn Climbing feature (5/29/12) 3. Gibbon Games slacklining (6/1/12) Most Popular Photo Posts: 1. World’s largest climbing wall (6/22/12) 2. Climbing wall build photo (5/30/12) 3. Steep Creek Championship photo album (5/31/12) 4. Best captions for DockDogs album (6/6/12) 5. Teva Slopestyle album (6/8/12) 6. Gibbon Games album (6/4/12) 1,578,856 Total Weekly Reach of Page Posts 8,781 Fans ( 2,072 new likes, 131% increase) 270,438,670 Friends of Fans 5,250,000 Total Facebook Impressions 3,132,254 Page Consumption (clicks) $26,250 Facebook Media Value FACEBOOK INSIGHTS 1003 Photos Tagged #tevamtngames 384 Likes Received 0 - 223 Followers In 3 Days 54,450 Total Instagram Impressions $474 Total Instagram Media Value INSTAGRAM INSIGHTS Official Hash & Tag Usage: 591 Mentions 294 Unique U sers M entioned @ tevamtngames Most Mentioned Brands: 2012 TWITTER HIGHLIGHTS: March 1 – June 25, 2012 252 specific Tweets 152 ReTweets 591 Mentions 300+ #tevamtngames tags 1,828 organic followers (494 new followers) 1,323,790 Twitter Impressions $6,619 Twitter Media Value Results pulled from www.twitonomy.com & www.crowdbooster.com TWITTER INSIGHTS •Total completed surveys – 327 •Sample size provides statistical validity with an error rate of 5.3% at a 95% confidence interval •Estimated attendance – 43,889 (+/- 20% error level should be considered) •Estimated revenue generated to the Town of Vail - $3.8M (+/- 20% error level should be considered) •Net Promoter Score – 75 •Overall Satisfaction – 4.7 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) •94% of the attendees came to Vail, CO specifically for the Teva Mountain Games •56% of the attendees had attended the Teva Mountain Games in the past •Average number of days attended – 2.4 •Favorite event – Dock Dogs •One Change – Parking and additional F&B vendors •“Word -of -mouth” and “Newspapers” were selected most when asked, “How did you hear about the Teva Mountain Games?” •86% of the attendees staying in paid lodging stayed in Vail, CO •86% are “Very” or “Extremely Likely” to return in the future •74% of the first time visitors are “Very” or “Extremely Likely” to return in the future •Average nights stayed – 3 •Average group size of those lodging in Vail, CO – 3.87 •Average age (including a weighted average for children) – 35 (9% 12 -24; 36% 25 -34; 21% 35 -44; 16% 45 -54) •Estimated number of room nights generated by the TMG – 4,852 •Estimated average nightly rate in Vail - $201 SURVEY COMPILED BY INTERCEPT INSIGHT, LLC RESEARCH HIGHLIGHTS Our sincere thanks for your ongoing support. We wish you all continued success and, in partnership with you, look forward to making the 2013 Mountain Games even better!