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HomeMy WebLinkAbout2012 WTMG Stakeholder ReportDear Friends , We are very pleased with the outcome of the inaugural year of the Winter Teva Mountain Games presented by Eddie Bauer. There are always many learning experiences with a first year event project but in general, the highly successful Summer Teva Mountain Games concept; ATHLETES, ARTS, MUSIC, MOUNTAINS , translated very well into winter. Thank you for your vote of confidence in partnering with us on a new event. We are sincerely grateful for your support. We are committed long term to this new property and hope you will remain committed as well as we continue to evolve and grow the Winter Mountain Games. Please enjoy this detailed stakeholders summary and do not hesitate to contact us with any questions, or if you need additional information. Warm regards, Vail Valley Foundation 2012 Strengths -Introduction of half hour TV show with distribution on FSN National, Universal Sports Network and the Outside Channel. -Multiple competitions in year one were at or near capacity for participants. -First Mixed Climbing Competition of its kind within US. -Hugely successful evening combination event of Bike Best Trick and Tele Big Air. -Strong traditional and social media coverage for a first year event. -Nat Geo picture of the week. Looking to the Future & Improvements -7 Wonders Of Vail participatory event has tremendous potential for growth. -Strive for 10% to 20% growth in athlete participation in year two. -Spread event schedule more evenly from current Saturday heavy schedule into Friday and Sunday. -Look to improve the Saturday evening headliner act. -Revisit the operating hours for all our Gear Town (Expo) partners to best capture the consumer traffic through Vail. Message to Our Partners Quick Facts Athlete Registrations: 800 unique registrants making up 873 total competition starts Community Economic Impact: $633,340 (only those who came to Vail specifically for WTMG.) Spectators: 10,000 estimated Teva Mountain Games event spectators over 3 days An additional 45,000 + skier visits through event footprint and event zones throughout event timeline Vail Mountain Skier Visits: 12.10.12 – 14,000 +, 12.11.12 -18,000 + (most skier visits to date in 2011 -2012 season) , 12.12.12 – 12,000 + Combined total skier visits = 45,000 + 680 More Room Nights Sold in 2012 vs. Same Weekend in 2011 Total Marketing Impressions: 165,893,660 PR Circulation: 103,661,723 PR Coverage Includes: National Geographic, Outside Magazine, ESPN.com, SKI, Pinkbike , Elevation Outdoors, Spirit – Southwest Airlines, The Gear Junkie, Denver Post, 9News, and many more national and international outlets. Television: Minimum 70,000,000 HH (maximum 120,000,000 HH) and conservative potential impressions of 15,000,000 2012 Winter Partners At A Glance Impressions: TMG.com Page Views = 223,479 Social Media Shares from TMG.com = 404,000 Social Media = 34,282,274 Print Advertising = 19,113,036 PR = 103,661,723 Banner Advertising = 1,598,343 Email Blast = 3,241,866 Radio Ads = 2,397,460 TV Advertising = 971,479 Media Value: TV Advertising = $107,210 Print Advertising = $633,699 Banner Advertising = $15,899 E -Blasts = $16,209 PR = $1,652,070 Radio Advertising = $47,805 Social Media Shares from TMG.com = $2,020 Social Media = $22,539 TV Show = $75,000 Marketing Summary Total Marketing Impressions: = 165,893,660 Total Media Value: = $2,572,451 2012 Winter Creative 2012 Winter Television Overview: The content from year 1 of Winter Teva Mountain Games presented by Eddie Bauer was too awesome to not share with a national audience. As such, we embraced, with our TV Production and Distribution partner, Jalbert Films a 30 minute TV show. The half hour show will air on: FOX Sports National (FSN): 40 million guaranteed US households with up to a total of 80 million potential US households depending on FSN affiliates picking up the show. Airing window will be late March / April 2012 with potential for multiple re -airs. Universal Sports Network: More than 30 million US households. Airing window will be late March / April 2012 with multiple re -airs for up to a year. Outside TV: 35 Destination Resort markets across the US. Airing window is late March / April 2012 with multiple re -airs. Television Summary Households: = Minimum 7 0,000,000 = Maximum 120,000,000 Potential Impressions: = 1 5 ,000,000 Media Value: = $75,000 (based on $5 CPM) National + Regional Print Advertising 2012 NATIONAL/REGIONAL PRINT ADS PUB FREQ DATES CREATIVE/NOTES Outside Magazine 3 November, December, January Full Page 4C Outside Magazine (VR buy) 2 December, January Double Truck, Full Page 4C Rock & Ice Magazine 1 January Full Page 4C Telemark Skier Magazine 1 November 2 Page Advertorial Mile High Sports 2 January ½ Page 4C, Advertorial Competitor Magazine 2 December/Holiday, January ½ Page 4C NEWSPAPER Denver Post 4 January 22 – February 5 3 columns (5.5) x 7 4C Vail Daily 1 February 10 -12, Insertion February 9 Official Event Program Vail Daily 55 January 26 – February 12 10 x 13 4C, 10 x 15 4C, 2/3 Page 4C & Remnant 4C CMNM (Summit, Glenwood, Aspen) 40 January 26 – February 12 2/3 Page 4C Combined Audience: = 19,113,036 Print Value: = $633,699 ) Banner Ads+Advertorials at a Glance 2012 WEBSITE RUN DATES IMPRESSIONS Denverpost.com January – February 988,751 m.denverpost.com January - February 50,127 Denverpost.com/iPad January – February 55,842 AdTaxiMobile January – February 128,572 Vaildaily.com December – February 80,162 Kzyr.com January – February 11,000 Visitvailvalley.com January – February 37,500 Outsideinfo.com January 114,000 Snowshoemagazine.com January – February 70,000 Telemarkskiermagazine.com January – February 22,793 Alice1059.com January – February 22,811 995themountain.com January – February 16,785 Facebook.com January – February 1,581,460 Total Impressions: = 3,179,803 Media Value = $15,899 (based on $5 CPM) Banner Ad + Advertorial Clippings Radio Ads at a Glance 2012 RADIO STATION DATES QUANTITY/FREQUENCY KZYR 97.7fm Vail Valley January - February 36 athlete/sponsor interviews 150 :60 spots 150 :30 spots 18 live remote interviews Text campaigns/ giveaways Last DJ + onsite broadcast Volvo Scavenger Hunt onsite KALC 105.9fm Denver January - February 80 :30 spots 100 streaming spots KQMT 99.5fm Denver January - February 78 :30 spots 90 streaming spots Combined Audience: = 2,397,460 Media Value: = $47,805 Email Blasts SENDER DATE RECEPIENTS TMG Database July 2011 – February 2012 40,000 Teva December 2011 – January 2012 1,022,379 Eddie Bauer February 2012 36,587 Vail Resorts – Season Pass Club February 2012 92,600 Vail Resorts – Epic Tracks February 2012 475,000 GoPro (x2) February 2012 & March 2012 1,500,000 Alice Radio January 40,000 The Mountain Radio January 30,000 Vail Valley Partnership January – February 2012 2,800 Telemark Skier Magazine February 2012 2,500 Total Impressions: = 3,241,866 Media Value: = $16,209 (based on $5 CPM) TV Ads at a Glance 2012 TELEVISION CHANNEL TIME FRAME IMPRESSIONS Denver Interconnect through Comcast: Discovery ESPN ESPN2 MSNBC The Weather Channel Travel Channel National Geographic Planet Green Root Sports TV Versus January – February 2012 971,479 TV8/Plum/Outside TV: January – February 2012 - 3 min. preview reels: Bike, Climbing, SkiMo : 36 times - Live mentions: 125 times -“Good Morning Vail” live interviews: 48 times -”Apres Ski” live interviews: 6 times - 5 min. overview reel: 20 times Total Impressions: = 971,479 Media Value: = $107,210 (Comcast $80,850, TV8/Plum/Outside $26,360) PR Summary “Hosted” Media Partnering with Teva , Eddie Bauer and Vail Resorts, WTMG hosted the following journalists: •Olivia Dwyer – Mountain Magazine, ESPN.com •Mary Anne Potts – National Geographic •Ryan Krogh – Outside Magazine •Julie Ellison – Climbing •Alan Davis – Decline •Jason Blevins – Denver Post •Cameron Martindell – Elevation Outdoors •Kim Bogin – Examiner.com •Stephen Regenold – GearJunkie.com, Outside •Rachel Sturtz – Hemispheres, Fitness •Gordy Megroz – Men’s Journal, Outside •Jordan Carr – Mountain Flyer •Peter Vigneron – Outside Magazine •Daisuke Inoue – Peaks Magazine (Japan) •Jessica Cassity – Adverture -Journal.com •Duane Raleigh – Rock & Ice •Andy Halloway – VitalMTB.com •Jennifer Olson – Women’s Adventure •Sean McCoy – GearJunkie.com QUOTES FROM MEDIA: Peter Vigneron Outside Magazine: Just wanted to express my huge thanks for a really wonderful weekend in Vail. Y'all put on a great time. Olivia Dwyer Mountain Magazine & ESPN.com: Thanks for all your work making the Teva Mountain Games an awesome weekend in Vail. Congrats to you as well for making the first winter games such a success —it’s was an incredible weekend and I’m looking forward next year already . Julie Ellison Climbing Magazine: Thanks so much for hosting me for these awesome games! It was so cool to see the energy and excitement of the summer games for winter sports, not to mention a freaking mixed climbing competition held on a big stage! So cool and thrilling for our sport. Hotel was wonderful and the weekend was an absolute blast. Thanks again for everything! Mary Anne Potts National Geographic: Thanks so much for a fantastic weekend. I had such a great time at the WTMG. PR Summary by the Numbers* Total TMG Editorial Stories : = 369 Total Impressions: = 103,661,723 Media Value: = $1,652,070 Media Credentials Issued : = 113 *Numbers tallied 2.24.12 – media coverage continues to land daily and several long -lead print stories will publish in the coming months. 1 100 10,000 1,000,000 100,000,000 Ja n u a r y Ma r c h Ma y Ju l y Se p t e m b e r No v e m b e r 2011 2012 MONTHLY IMPRESSIONS: Media Coverage Highlights Outlet: National G eographic Date: February 12, 2012 Story : Extreme Photo of the Week Impressions: 6,500,000 Outlet: Outside Date: December 2011 Story : Biggest Party: Vail, Colorado Impressions: 1,714,698 Media Coverage Highlights Outlet: SKI Date: Resort Guide 2012 Story : Vail, Colo. Impressions: 1,150,395 Outlet: Spirit Southwest Airlines Date: December 2011 Story: Winter Teva Mountain Games Impressions: 72,553 Media Coverage Highlights Outlet: The Denver Post Date : February 12 -14 Print Mentions: 8 Print Impressions: 882,788 Online Mentions: 9 Online Impressions: 1,773,690 Event Media Coverage Highlights Outlet: GoPro.com Date : February 2012 Story : Winter Teva Mountain Games – Ice Climbing Views: 72,087 Outlet: PinkBike .com Date : February 2012 Story : Winter Teva Mountain Games – Mountain Biking Chronicle Users : 600,000 Video Views: 78,652 Website at a Glance 2012 Winter Top Website Content: P ages: Home, Schedule, Results,, Register, About, Events: Ski Mountaineering, Ultimate Mountain Challenge, Vail Uphill, Mixed Climbing, Telemark Big Air, X -Country Snowshoe, On -Snow Bike Crit , 7 Wonders of Vail, Best Trick Bike, Nordic Freestyle, Spazmatics Free Concerts , Photo Comp 2012 Winter Top Website Markets: Colorado, California, Texas, Washington , New York, Florida, Arizona, Illinois, Utah , Illinois, Ohio, Utah 2012 Social Media Shares from TMG.com: 404 total shares – 278 Facebook/126 Twitter Top Social Content on TMG.com: OP SOCIAL Events: Telemark Big Air, SKIMO, UMC, X -Country Snowshoe, On -Snow Crit , Mixed Climbing, Best Trick Bike Pages : Schedule, Results, Tele Athletes To Watch, About WTMG, Register, Spazmatics Free Concert TMG 2012 Webstats : Nov 18, 2011 – March 1, 2011 Site Visits: 100 ,228 Page Views: 223 ,479 56.41% New Visitors 2:53 Average Time On Site Peak Traffic: Feb 6 – Feb 14 Site Visits: 43,665 Page Views: 97,473 3:01 Average Time On Site 46.31% New Visits 54.75% peak traffic from Mobile Device A Social Centric Website: 404 ,000 Social Media Sharing Impressions $2,020 Media Value (based on $5 CPM ) Total Impressions from TMG.com: = 627,479 Social Media Summary Social Media At A Glance: Impressions : FaceBook Total Weekly Impressions = 28,187,649 Partner Taged Facebook Posts = 4,405,017 Twitter = 326,998 Social Media Shares via TMG.com = 404,000 Viral Videos = 183,221 Photobucket Contests = 775,389 Total Impressions : = 34,282,274 Media Value: FaceBook = $14,093 Twitter = $1,634 Social Media Shares via TMG.com = $2,020 Viral Videos = $916 Photobucket Contests = $3,876 Total Media Value: = $22,539 2012 Social Media Overview: Social Media activation was a big push for the 2012 Winter Teva Mountain Games presented by Eddie Bauer. All official social media outlets were branded with event creative and fed directly into every page on TMG.com. We focused on producing and then pushing high quality photo and video content. In advance of the event Louder Than 11 was commissioned to develop a pre -event web series designed to raise awareness and boost excitement for the first year event. The new partnership with Photobucket enabled us to run a series of pre -event winter photography contests promoted socially garnering significant social media engagement. On -site, during the event, a series of social activations were implemented utilizing both Flickr photos and Instagram photos (Games Grammin ’, Nikon “So There I Was…”) in addition to daily engaged Facebook and Twitter giveaways. A video partnership with GoPro increased video views in addition to the Vail Valley Foundation pushing various photo and video content produced by partners, media and spectators. Lastly the VVF produced a series of official event video bumpers. These were included in media toolkits and to various partners and individuals creating video content. In doing so many videos not produced by the VVF or TMG partners included official event branding and calls to action. All official Teva Mountain Games social media outlets (Facebook, Twitter, Flickr and YouTube) saw increases in followers, likes, fans, friends or subscribers. YouTube/Viral Videos Video At A Glance: Through a media partnership with GoPro , the 2012 Winter Teva Mountain Games secured significant online video impressions. Louder Than 11 was also commissioned to produce a pre -event web series intended to raise awareness for the first time event. YouTube videos were fed to the Winter 2012 playlist on the Teva Mountain Games YouTube channel in addition to tevamountaingames.com/winter. Official event video creative/bumpers were shared with key video contacts, partners and media increasing the number of pieces posted with official event branding and calls to action. LT11 Pre -Event Web Series: Four part series totaling 16,159 views YouTube Videos: 183,221 Total Views (includes GoPro webisode partnership & partner videos) Note: There is a second batch of GoPro videos and Jalbert videos yet to hit syndication. Those figures are not included here. All video views are as of 3/6/12 2012 VIDEO VIEWS: 183,221 Views $916 Media Value (based on $5 CPM) Facebook Insights Our most popular post overall (based on impressions): 1. Games Grammin ’ (Instagram photo uploads 37,087) 2. Teva Best Trick Bike & Thule Big Air – 2.11 (13,666) 3. Winter Bikes Post (9,048) Our most popular posts by type: 1. Photos 2. Videos 3. Contests Our most popular video posts: 1. Teva Best Trick Bike Teaser 2. Vail Daily Best Trick Bike/Tele Re -Cap 3. Climbing Wall Demo Video 4. Telemark Skiier Mag Tele Video 5. GoPro Mixed Climbing Video 6. Climbing Wall Time Lapse Video Our most popular photo posts: 1. Climbing wall build photo (2/7) 2. First Ascent Baselayer /athlete bag (2/2) 3. Teva Best Trick Bike/Thule Big Air Tele photos (2/12) 4. WTMG Buff Staff Photo (1/25) 5. Surly Instagram Finish Area Photo (2/10) 6. Climbing wall build photo (2/4) Our most popular posts by “links clicked:” 1. Teva Best Trick Bike/Thule Big Air Tele (2/11) 2. Teva Best Trick Bike Teaser (2/11) 3. Games Grammin ’ (Instagram photo) (2/11) 4. Denver Post Photo Slideshow (2/12) 5. SKIMO first hand account post (2/16) 2011 FACEBOOK HIGHLIGHTS: Nov 18, 2011 -March 1, 2012 535,359 post views/reach (unique users) 1,859 post feedback 6,709 Fans (1,293 new likes ) 2,638,910 Friends of Fans Total Weekly Impressions = 28,187,649 Clicks from TMG Facebook Content = 411,347 Highest post views: 92,169 views (2/11/12) Highest page views: 1,521 views (2/13/12 ) $14,093 Media Value (based on $.5 CPM) OUR FACEBOOK FANS: Twitter Insights 2012 TWITTER HIGHLIGHTS: November 18 – March 1, 2012 197 WTMG specific Tweets = 262,798 Impressions 261 ReTweets = 26 ,100 Impressions 381 Mentions = 38,100 Impressions 1,334 organic followers (398 new followers) Twitter Impressions = 326,998 $1,634 Media Value (based on $5 CPM) Highest TMG Twitter usage ever: Who we interacted with the most: TMG Twitter topics and usage: During event/post event Twitter mentions, hash tag usage & replies: Photobucket photography contests: The Vail Valley Foundation and Teva Mountain Games partnered with Photobucket to implement a series of pre -event and post event photo contests. Each was designed to highlight winter photography in a fun, social and engaging way. Please note that the metrics below only represent 2 of 5 total photo contests. Other Social Media Highlights PHOTOBUCKET AT A GLANCE: 1,237 entries 1,911 comments 156,184 votes 651,089 views 1,243 shares (Facebook being the most popular) 775,389 impressions $3,876 media value (based on $5 CPM) Total completed surveys – 115 Sample size provides statistical validity with an error rate of 9 % at a 95% confidence interval Estimated attendance – 10,000 (+/- 20% error level should be considered) Estimated revenue generated to the Town of Vail - $633,340 (+/- 20% error level should be considered) Overall Satisfaction – 4.4 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) 73% of the attendees came to Vail, CO specifically for the Winter Teva Mountain Games 50% of the attendees had attended the Summer Teva Mountain Games in the past Average number of days attended – 1.92 Favorite event – Big Air Events One Change – More events (particularly on Friday) “Word -of -mouth” and “Newspapers” were selected most when asked, “How did you hear about and/or where did you see advertising for the WTMG?” 64% are “Very” or “Extremely Likely” to return in the future 68% of the attendees staying in paid lodging stayed in Vail, CO Average nights stayed in paid lodging – 5.08 Average group size of those lodging – 4.92 Average age (total) – 33 yrs. | Average age (including children) – 31 yrs. | Average age (children in attendance) - 8 Estimated number of room nights generated by the WTMG – 849 Estimated average nightly rate in Vail - $259 Research Highlights On behalf of the Vail Valley Foundation…. Thank you!