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HomeMy WebLinkAboutAttachment G - 2013 Burton US Open_FINALEvent Recap: Burton US Open Snowboarding Championships presented by MINI HIGHLINE May 1, 2013 Burton US Open Snowboarding Championships: Monday, Feb. 25 – Saturday, Mar 2, 2013 Nicholas Sargent, Burton Snowboards Global Director of Strategic Alliance Office: 802.660.3285 NickSa@burton.com Maria McNulty, Burton Snowboards Global Consultant, M3 Events Office: 435-655-5570 maria@m3ee.com Peggy Wolfe, HIGHLINE, Director of Events Office: 970-476-6797, 109 Mobile: 970-390-4158 pwolfe@gohighline.com 2 Town of Vail | CSE | 5/1/13 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 5/1/13 Standard of excellence met by: •The greatest snowboard event in the World (30 years running) paired with the premier Mountain Resort Community in the World (50 years running). Both Best in Class! A marriage of two super powers in the snow sport World... Vail and Burton. •The Burton US Open featured the World's best female and male snowboarders. •The event production values were second to none. No shortcuts were taken in making sure the Burton US Open was totally compatible with the standard of excellence set by the Town of Vail. Event Strengths & Weaknesses 4 Town of Vail | CSE | 5/1/13 •Exceeded expectations: •The 31st annual Burton US Open Snowboarding Championships presented by MINI met and exceeded all expectations set by Burton and its partners for its inaugural year at Vail. From the size of the crowds, to the warm welcome of the locals and businesses of the Town of Vail, the event was a huge success. “The first Burton US Open at Vail couldn’t have gone any better—the weather, the riders, the competitions, the free riding, the packed concerts at night—it surpasses our expectations on every level…we can’t wait to bring the Open back to Vail next year” Jake Burton Carpenter, Owner/CEO-Burton Snowboards From Transworld Business Event Strengths & Weaknesses 5 Town of Vail | CSE | 5/1/13 •Event Highlights: •126 of the world’s best snowboarders, including Shaun White, Mark McMorris, Torstein Horgmo, Ayumu Hirano, Kelly Clark, Jamie Anderson and Spencer O’Brien converged on its new home of Vail, Colorado for four days of intense competition and a week’s worth of fun. •Over the course of the event, riders, spectators, media and VIPS were treated to all that Vail and Burton had to offer: world class competition, next level venues, all terrain riding, world renown fresh powder, lively sponsor villages, free Riglet learn to ride for the littlest shredders, Burton movie nights, free concerts, autograph sessions, kid’s scavenger hunts and much, much more. •91,000 projected spectators Wednesday – Saturday (Best estimate pending TOV survey results). Event Strengths & Weaknesses 6 Town of Vail | CSE | 5/1/13 •97% lodging occupancy •Positive growth for TOV revenue •Successful TV and webcast strategy: Over 1,000 hours covering more than 175 broadcast territories and with a potential reach of more than 3,457,703,515 house holds •Over 173 media and photo credentials were distributed onsite, representing 89 media outlets and resulted in 800+ stories Event Strengths & Weaknesses 7 Town of Vail | CSE | 5/1/13 •Measures that could be taken for event improvement: •Increased outreach and support of local ski/snowboard community •Increased outreach and support of local business •Season long outreach to the local community •Outreach to specific destinations that correspond with non-stop airline service to/from Eagle •Look at how greater crowds can be drawn to day time events •Revisit programming of Solaris and Arrabelle for greater success Event Strengths & Weaknesses 8 Town of Vail | CSE | 5/1/13 •For repeat event, comparison to past years: •Despite the 30 year history of the USO, the 2013 event was the most successful USO to date. Vail, Town of Vail and Burton provide a winning combination of premium brands that creates the foundation for an event that has now set the bar for quality of competition, spectator experience, and rider experience. Event Budget 9 Town of Vail | CSE 5/1/13 •Total event budget: $4 million •CSE funds: $400,000 •Profit (loss): $0 •In-kind Sponsorship: $3,000++ including soccer field usage, parking and on-duty police services •Cash: $2.5 million Event Budget 10 Town of Vail | CSE 5/1/13 Additional Enhancements: •:15 Second Vignette in TV shows $2,000 •Additional Cable Cam $14,000 •Jib Camera - $10,500 •Additional TV Production staffing - $8,239 •IFM Reporting in AUS, BRA, ARG, MEX - $8,000 •Lionshead Activation - $9,350 •Lionshead Big Screen - $7,100 •Emcee in Solaris - $1,200 •Solaris Riglet activation 4th day - $17,887 •Local School Outreach - $850 •Improved musical talent - $60,000 •Increased paid Marketing/Social campaign in key markets - $10,000 •Apres All Day TOV merchant outreach program - $11,000 Total - $160,126 Event Budget 11 Town of Vail | CSE 5/1/13 Additional Enhancements: •Larkspur breakfast activations •2 sponsor village locations •Increased signage at resort and in town •TV8 Morning Show •Additional enhanced TOV segments across all media platforms webcast, TV, etc. •2 additional revenue generating satellite retail locations •Additional event functions at local merchants VIP dinners, Athlete welcome events, after-party, etc. •Enhanced VIP/Hospitality program for local constituents •Diversification of lodging property population across all of Vail Estimated Results* - INTERCEPT SURVEY STILL IN PROGRESS INFO TBD WIAAITING FOR SURVEY RESULTS FROM THE TOV Attendance Numbers 12 Town of Vail | CSE | 5/1/13 * Based on survey results. •Estimated attendance: •If non-ticketed, method you used to estimate attendees: •% of people in Vail specifically for event: •% of people attended previous years: Estimated Results* Demographic Profile 13 Town of Vail | CSE | 5/1/13 •Attendees came from (local, regional, out of state, international): •Average age and income bracket of attendees: * Based on survey results. Estimated Results* Event Attendee Estimated Spending 14 Town of Vail | CSE | 5/1/13 •Lodging: •% attendees stayed in Town of Vail: •Average amount spent on lodging/day: •Estimated room nights booked due to event association: •Lodging call to action: •Dining: •Shopping: •Other Activities: * Based on survey results. Estimated Return on Investment (ROI)* 15 Town of Vail | CSE | 5/1/13 •Additional Town of Vail spending event generated: •Ratio of increased revenue to amount of funding received: •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** * Based on survey results. ** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after the addition of a 1.4% local marketing district tax. For more information: http://www.vailgov.com/subpage.asp?dept_id=48 Visitor Intent to Return* 16 Town of Vail | CSE | 5/1/13 Satisfaction ratings: •Bullet 1 •Bullet 2 •Bullet 3 * Based on survey results. Topline Marketing Efforts 17 Town of Vail | CSE | 5/1/13 Burton, as well as in combination with Vail Resort, made significant marketing efforts to reach out to a local, regional, national and international audience via print, web, broadcast and social media. Topline Marketing Efforts 18 Town of Vail | CSE | 5/1/13 TV BROADCAST The USO offered one of the most robust television platforms to date, featuring six programs that were distributed locally, nationally and around the world, including: Women’s Live Halfpipe Universal Sports Network Show (60 min)* & TV8 Men’s Live Slopestyle (90 min)*: Universal Sports Network Global distribution & TV8 Men’s Live Halfpipe (90 min)*: NBC Sports Network, Universal Sports Network Global distribution & TV8 Slopestyle & Halfpipe Highlight Universal Sports Network shows (30 min/ea): Global distribution Lifestyle show (30 min): Universal Sports Network Global distribution (Women’s SS was cancelled due to weather, but Men’s SS was re-aired in its place) Topline Marketing Efforts 19 Town of Vail | CSE | 5/1/13 TV BROADCASTS Initial reports show over 1000 hours of USO have been distributed to date, covering more than 175 broadcast territories and with a potential reach of more than 3,457,703,515 house holds (including first airs, reairs and news). TV Reporting Highlights: Takers for the live broadcast (one or more): Sport + (FRA), Pro7Fun (GER), 5Live+ (Israel), Sport Italia (ITA), TV2Sport (NOR), SportTV3 (POR), NTVSportPlus (RUS), ViasatSport (SWE), SSF (SUI), ESPN (GBR) Takers for the highlight and lifestyle programs (one or more): Edge Sports (Hong Kong, China, Korea, Australia), Sport10 (BEL), CCTV (CHI), YLETV2 (FIN), Gaora (JPN), Supersport SHD (ZAF), SPO TV (KOR), ESPN (GBR), SSF (SUI), Viasat (SWE), NTV Sport Plus (RUS), Sport+ (FRA) Topline Marketing Efforts 20 Town of Vail | CSE | 5/1/13 TV BROADCASTS Vail Resorts further expanded the reach through and ad buy with Comcast TV Front Range TV – 2/4 – 2/25, :30s spots aired during primetime, sports, and entertainment programming, HH Impressions 2,014,000 Topline Marketing Efforts 21 Town of Vail | CSE | 5/1/13 WEBCAST The 2013 USO webcast was one of the most successful webcasts to date and spanned over 5 hours a day, each day, February 27 – March 2. Overall Event Week March 3-25 Current Total Total Hours Consumed 52,984 3,867 56,851 Viewing Session 239,199 30,964 270,163 Average Session View Time (min) 13.29 7.49 12.63 Country Hits Percentage by Hits USA 405,079 30% Norway 112,817 8% Germany 93,565 7% Canada 85,592 6% Finland 84,320 6% Switzerland 66,574 5% UK 62,685 5% Austria 53,134 1% Italy 43,671 3% Russian Federation 41,076 3% All Other Countries 323,344 24% Topline Marketing Efforts 22 Town of Vail | CSE | 5/1/13 Vignettes and commercial units that TOV got in the USO programs: Vignettes: • Halfpipe highlight show: 00:01:55 TOV vignette • Slopestyle highlight show: 00:01:55 TOV vignette • Lifestyle show: 00:01:50 vignette (note: unlike a commercial, all of these vignettes aired in the domestic as well as international broadcasts. Had they been commercials, they would have only aired domestically) Commercials: • 2 spots in each of the Burton US Open Snowboarding Championships Lifestyle from Vail – 3/24, 3/26 on Universal Sports Network • 1 spot in each of the following bonus, non-USO Burton snowboard programming that aired: 3/21, 3/25, 3/27, 3/29, 3/30 on Universal Sports Network Topline Marketing Efforts 23 Town of Vail | CSE | 5/1/13 PA announcements: • TOV got a minimum of 3 PA announcements/day at both Golden Peak and Solaris, over the 4 days of competition (= minimum of 24 PA announcements) Big Screen: • 5 x :15 spots/day at both Golden Peak and Solaris big screens, over the 4 days of competition (=40 total spots) Webcast: • 00:01:55 TOV vignette in the HP finals live webcast • 00:01:55 TOV vignette in the SS finals live webcast • :15 second at end of day in commercial block each of the four days (=4 total spots) Topline Marketing Efforts 24 Town of Vail | CSE | 5/1/13 PRINT – NATIONAL (THROUGH BURTON) Transworld Snowboarding •2 Page Ad Spread February & March Issue •Total circulation: 120,558 •Total readership: 753,487 •Ad Value: $50,316 Snowboarder Mag •Full Page Ad February Issue •Total circulation: 70,000 •Total readership: 490,000 •Ad Value: $10,000 Topline Marketing Efforts 25 Town of Vail | CSE | 5/1/13 PRINT - INTERNATIONAL CONTINUED Transworld Snowboarding •4 Full Page Ads •Total circulation: 120,558 •Total readership: 753,487 •Ad Value: $36,628 Onboard Magazine Europe •4 Full Page Ads •Total circulation: 35,000 •Total readership: 112,000 •Ad Value: $24,000 White Lines UK •1 Full Page Ad •Total circulation: 42,000 •Total readership: 120,000 •Ad Value: $2,000 Topline Marketing Efforts 26 Town of Vail | CSE | 5/1/13 PRINT – REGIONAL •Snowboard Mag. Colorado – 1/1 – 2/28 •Colorado Daily – 2/15, 2/22, 2/27 •Westword – 2/18 – 2/28 •Outdoor Boards in Denver – 2/4 – 3/3 •Colorado Convention Center – 1/28 – 2/10 (during SIA) •Total Impressions 5,860,275 impressions (Adults 18+) •Total Spend $40,240 Topline Marketing Efforts 27 Town of Vail | CSE | 5/1/13 RADIO • KZYR THE ZEPHYR, Burton US Open presented by Mini, Commercial, featuring event info and sponsor mentions: (:60) commercial 200x Added Value • KZYR The Zephyr • US Open Highlight Reel Promotion: (:60) 100x • US Open Music Promo (:30) 40x • US Open Welcome Community Liners (:15) 100x • Text Campaign: Listeners were asked to text “Burton” to 75309 to register to win Burton prizes and gifts. 10 total winners were randomly selected on Saturday evening. 300 total entrants. • NRC Broadcasting • Week of the event shout-outs, promotions and on-air giveaways pumping up the Burton US Open presented by MINI and the concerts Topline Marketing Efforts 28 Town of Vail | CSE | 5/1/13 SOCIAL MEDIA SUMMARY The 31st annual US Open proved to be Burton’s most "social" event and biggest social media program ever. Burton’s strategic social media campaign, which soft-launched in November 2012 and officially kicked-off at the US Open Snowboarding Qualifiers at Seven Springs, PA in February 2013, drove increased virality, followers and fan engagement across all of Burton’s social platforms through March 2013. Custom social plans were developed and executed for each of Burton’s partners to promote their important brand messages throughout the duration of the US Open social media campaign. Key initiatives during these five months included in a Facebook page app development, a dedicated event hashtag, fan contests, real-time results, photos, videos and custom entertainment pages/invites. Topline Marketing Efforts 29 Town of Vail | CSE | 5/1/13 SOCIAL MEDIA SUMMARY CONTINUED Over the course of the 2013 US Open campaign, Burton generated over 260 unique US Open posts that resulted in 26,246,631 total impressions via Facebook, Twitter and Instagram. We also reached an exciting milestone – 100K+ Instagram followers. From February through March 2013, the campaign reached riders and snowboarding fans in seven countries via Burton (US) Facebook and nine countries via Burton (US) Twitter, including the US, Canada, Germany, Italy, France, Spain, Netherlands, Japan and the United Kingdom. To encourage engagement around the US Open, Burton launched a hashtag campaign that encouraged onsite audiences to tag their photos via Instagram and Twitter with the hashtag #BurtonUSOpen which resulted in almost 1000 unique mentions. Topline Marketing Efforts 30 Town of Vail | CSE | 5/1/13 SOCIAL MEDIA SUMMARY CONTINUED During slopestyle and halfpipe finals, Burton posted 16 videos of top competitors’ winning runs in real-time using a groundbreaking new technology that drove 853,234 impressions and increased overall webcast viewership. We also implemented a US Open social contest asking people around the world to share their favorite US Open moments with the same hashtag. There were 3,500+ photos tagged. Topline Marketing Efforts 31 Town of Vail | CSE | 5/1/13 SOCIAL MEDIA OVERVIEW The US Open was heavily promoted through Burton Snowboards (US) Facebook, Twitter, Instagram and YouTube channels. Public Coverage: • 126 Facebook Posts • 80 Tweets • 825 #BurtonUSOpen Tags • 55 Instagram Photos • 14 YouTube Videos • 16 Real-Time Webcast Videos Interaction: • 26,246,631 Impressions • 664,683 Likes • 69,780 Comments • 60,400 Shares/Retweets • 9 countries Topline Marketing Efforts 32 Town of Vail | CSE | 5/1/13 BURTON METRICS • Burton Facebook (647,823 followers): 126 posts generated 13,640,144 impressions, 279,127 likes, 67,467 comments and 59,365 shares • Burton Twitter (76,892 followers): 80 posts generated 6,151,360 impressions, 669 likes, 73 comments and 1,035 retweets • Burton Instagram (112,924 followers): 55 posts generated 6,210,820 impressions, 384,887 likes and 2,240 comments • #BurtonUSOpen: 825 tags • Burton YouTube (49,934 subscribers): 14 dedicated videos and 71,982 views • Webcast Videos: 16 real-time video posts and 853,234 views • TTR Videos: 18 dedicated videos and 172,325 views Topline Marketing Efforts 33 Town of Vail | CSE | 5/1/13 BURTON METRICS FOR TOWN OF VAIL • Burton Facebook for Town of Vail: 15 dedicated Town of Vail posts generated 1,962,616 impressions, 34,465 Likes, 8,475 comments and 6,574 shares • Burton Twitter for Town of Vail: 5 dedicated Town of Vail posts generated 384,460 impressions, 24 likes, 5 comments and 31 retweets • #BurtonUSOpen: 49 unique posts mentioned Town of Vail • Burton Instagram for Town of Vail: 7 dedicated Town of Vail posts generated 790,468 impressions, 42,594 likes and 333 comments ** See attachment B for post examples Topline Marketing Efforts 34 Town of Vail | CSE | 5/1/13 VAIL METRICS The US Open was heavily promoted through Vail Mountain Facebook, Twitter, Instagram and YouTube channels. • Vail Facebook - 8 Facebook posts, 767 comments, 3,119 likes, 380 shares, 180,003 reached, 430,960 impressions • Vail Twitter - 40 tweets, 93 RT's, 11 Replies, 797,476 Potential Imps, +522 followers • Vail Instagram - 10 pictures, 5,862 Likes, 52 comments • Vail YouTube - 82,715 views • Recap, 4,773 views • Practice Teaser, 1,840 views • Coyne/11 year old Profile/Event look ahead 20,602 views • 2013 Event Preview for Homepage/Event Page 6,712 views • 22 Foot pipe/SPT build 10,533 views • Raw footage of US Open Pipe Build, 32,141 views • Burton Vail Event Announcement 6,114 views Topline Marketing Efforts 35 Town of Vail | CSE | 5/1/13 DIGITAL MEDIA INCLUSIONS Vail Resorts Display Online •2,096,030 impressions •1796 Clicks •.09% CTR •474 Purchases •21:1 Direct ROI •$8,875 Total Spend (7) BUSO Vail Resorts Eblast inclusions reaching 422,153 •Feb 11 "park/board targeted •Feb 11 all other •Jan 23 CO pass and non passholder •Jan 23 destination •Jan 9 CO pass and non pass and Jan 9 destination •Mar 8 all Topline Marketing Efforts 36 Town of Vail | CSE | 5/1/13 DIGITAL MEDIA INCLUSIONS Vail.com Homepage Youtube video embed, Jan 31- Mar 3 6,392 Views Homepage hero image, Jan 2- Jan 31 426,721 impressions Total Impressions: 43,3113 Topline Marketing Efforts 37 Town of Vail | CSE | 5/1/13 GRASSROOTS MARKETING •Concierge Outreach •Canvasing Vail Valley, Roaring Fork Valley, Summit County, Denver, Boulder and Fort Collins with posters, rack cards, event flyers, event trifolds and more •Vail Resorts Employee Outreach •Popluated Area Event Calendars •Hosted Town of Vail Concierge, Vail employee and TOV Public Open Houses •See event collateral quantities below: •Event Posters - 5830 •Event Flyers - 25,000 •Event Guide - 1,2500 •Trifold - 18,500 •Concert Poster - 350 •Concert Flyer – 12,000 Topline Marketing Efforts 38 Town of Vail | CSE | 5/1/13 GRASSROOTS MARKETING CONTINUED •Coordinated to complete Town of Vail media assets •LH Welcome Center Media Wall •LH/VV Welcome Center & LH Transit Center Touch Screens •What’s Happening poster in LH and VV Welcome Centers •Email blasts to various TOV lists - This Week in Vail, Vail-Mail, Concierge group •Event inclusion on www.vailgov.com and www.vaileventparking.com •Front line employee briefings (parking attendants, bus drivers, code enforcement officers, police, etc.) •Welcome crawl on Cable Channel 10 •Mentions on VailGov twitter •Distribution of rack cards via Welcome Centers & Community Hosts •Coordinated with KZYR and NRC Broadcasting to promote the event through on-air PR, giveaways and prize packages surrounding the Burton US Open Topline Marketing Efforts 39 Town of Vail | CSE | 5/1/13 PR SUMMARY The Global Burton PR team provided full-scale, on-site event support for the first Burton US Open in Vail, including managing and staffing the US Open press room onsite, creating five press releases and distributing daily, wrangling riders on-site for podiums, awards, webcast/broadcast and media interviews, as well as coordinating over 60 interviews with riders and partners on-site and conducting daily media outreach around winners. Burton PR team efforts at the US Open resulted in coverage in 800+ stories, including daily features in Vail Daily, as well as coverage in national outlets such as AP, USA Today, NBCSN, ESPN 2, Sports Illustrated.com, ESPN.com, Self.com, Transworld Snowboarding, Transworld Biz, Snowboarder Magazine, Frequency, MSN Fox Sports, Yahoo Sports, and regional media spanning the country from Vermont to California, including KCNC-TV (CBS) and KUSA-TV (NBC) in Denver, the Denver Post, Vail Business Journal, 303 Magazine, Tahoe Daily Tribune, Aspen Business Journal, Toronto Star and many more. Topline Marketing Efforts 40 Town of Vail | CSE | 5/1/13 PR SUMMARY In total, 173 media contacts came out to cover the event and 13% of press said it was their first time visiting the Town of Vail. Burton PR coordinated and staffed multiple interviews with Jake Burton and Shaun White during the US Open, including Snowboarder Magazine, Vail Daily, TV-8 (Vail), WOWOW TV (Japan), Fuji -TV (Japan) and for the Burton US Open at Vail live coverage on NBC Sports and Universal Sports. Burton PR distributed 10 US Open press releases between January – March 2013. These communications were shared with 365+ media outlets across the country including 165 endemic press and 200+ regional press. Community Contribution 41 Town of Vail | CSE | 5/1/13 The Burton US Open impacted Vail’s sense of community in a variety of ways by offering programs for the TOV merchants, extending the event into areas beyond the Golden Peak competition area as well as the integration of the Chill Event fundraiser at 2013 USO •THE USO Après All Day Card •A celebration of restaurants and retailers. Come on in, We are Open. The USO Après All Day Card was a unique preferred partner program designed exclusively for the 2013 Burton US Open and a way for local bars, restaurants, and merchants to be an active part of the US Open experience in Vail. Nearly 10,000 cards were distributed throughout the Town of Vail at info centers, to information staff and at the BUSO expo village at Golden Peak. Marketing materials were provided by Burton including posters, cards, flyers, stickers, promotions through the event and more. Community Contribution 42 Town of Vail | CSE | 5/1/13 •Chill Event at 2013 USO, Wednesday February 27th, 2013 6pm-8pm at the Colorado Ski and Snowboard Museum Sponsored by MINI and Anheuser Busch. Suggested donations were received and the evening was complete with food, drink and entertainment benefitting Chill and the work that will positively effect so many children in the future. •All Burton athletes who were in Vail attended the event and enjoyed guest speakers, Donna Carpenter and a youth Chill participant. •Silent Auction items included items signed by Jake Burton Carpenter, Hawaiian vacation for two, MINI motoring gear folding bike and more. •Very successful event with approximately 200 people attending, making the Ski and Snowboard Museum a packed house. About $7,000 was raised from the silent auction, donation and sponsorship money. Community Contribution 43 Town of Vail | CSE | 5/1/13 Extending the event footprint beyond the competition •Solaris Village - In addition to the Sponsor Village in the Golden Peak area, Burton, MINI, Mountain Dew®, and Nokia had pop-up experiences for the public in the Solaris Village. Along with the Riglet Park (a learn to ride experience for kids 2-6 years old). Additional enhancements included the free concerts, beer gardens and spectators enjoyed product demos, samples and giveaways. The Solaris Village was open from 9:00 am – 5:00 pm Wednesday, February 27th – Thursday, February 28th and 9:00 am – 9:00 pm Friday, March 1st – Saturday, March 2nd. •Burton’s ‘Experience Snowboarding’ program was on snow at the Riglet Park at Solaris ice rink located in the mid-Vail for families to enjoy. Kids between three and six years-old can learn to snowboard – with beginner-specific equipment and a full range of boards, boots and bindings – all designed to make learning to snowboard as fun and easy as possible and was free of charge and open to the public. Participation #: Wed (14), Thurs (15), Fri. (82), Sat (162) Community Contribution 44 Town of Vail | CSE | 5/1/13 Extending the event footprint beyond the competition •FREE Concerts at Solaris and Dobson Arena •Friday, March 1st: Solaris Concert Stage •6:00pm – 9:30pm: Macklemore & Ryan Lewis •Saturday, March 2nd: Solaris Concert Stage •6:00pm – 9:30pm: Santigold •Expanded Event Footprint into Golden Peak Lodge Community Contribution 45 Town of Vail | CSE | 5/1/13 Extending the event footprint beyond the competition •Arrabelle, Vail Square - In addition to the big screen with the LIVE feed from the competition, there was a lot going on in Lionshead •USO Photo Booth - February 28-March 2, 9am-5pm •USO Scavenger Hunt - February 28-March 2, For kids of all ages Scavenger Hunt Kits were available at the Lionshead Burton store (also available at VV Burton store and the Burton Stone Hut at Golden Peak) 6,000 participants •Burton Archive Gallery Showing - Thursday-Saturday, February 28-Mar 2, 2013, Lionshead Burton store - 30+ years of heritage. •USO Movie Night - Friday and Saturday, March 1-2, 6-8pm •A collection of Burton snowboard movies play on the big screen, Smores/Hot Chocolate/Fire Pit available
 Community Contribution 46 Town of Vail | CSE | 5/1/13 Extending the event footprint beyond the competition •Local school outreach was conducted with invitations to riglet and to the event to a special viewing area •Schools: Red Sandstone, Vail Mountain School and Children’s Garden of Learning •Outreach to schools, flyers posted as some of the schools, phone calls, eblasts and emails were part of the outreach but due to timing of the events, the offerings were a challenge for the schools to execute at the time •They said the concept was great but that the timing with their spring break and also the challenge to bring the little ones to the Riglet as a school trip was not ideal in order to keep all of the kids occupied at once •They are very open to receiving information in the future Sustainability Efforts Green Measures 47 Town of Vail | CSE | 5/1/13 •Worked with town environmental officials to develop green practices and worked with Vail Honey Wagon to recycle all event cardboard, plastic and aluminum •Had event staff dedicated to collecting and sorting trash and recycling •Served beverages in recyclable or compostable cups •No vehicles were left idle while loading in and out •Moved to majority use of linens in lieu of plastic disposable tablecloths Sustainability Efforts Green Measures 48 Town of Vail | CSE | 5/1/13 •Listed below are four aspects of Mountain Dew’s on site activation that showcased their green efforts and sustainability awareness during the 2013 US Open. •Green Mountain Process Showcase - GMP vending machine dispensing Mountain Dew x Burton PET tee’s made from recycled Mountain Dew bottles. •Large PCR display showcasing the process of recycling Mountain Dew bottles into fabrics used in Burton tee shirts and outerwear. •Custom PCR Tee Shirt Transfer Station •Custom, consumer designed graphics printed via heat transfer onto Mountain Dew x Burton PET tee shirts made from recycled Dew bottles. Sustainability Efforts Green Measures 49 Town of Vail | CSE | 5/1/13 •Dew Recycling Bins •20 Mountain Dew branded recycle bins throughout sponsor village to aid in green efforts. •All bottles of Mountain Dew used for sampling were recycled. •Useful and Relevant Premiums •Buffs, wax, wax scrapers, beanies, tee shirts. •All premiums and swag items are meant to be used for the long term. No “throw away” premiums or swag was produced. Additional Information 50 Town of Vail | CSE | 5/1/13 OPINION LEADER QUOTES For me, bringing (Vail and the Burton U.S. Open) together is all time. I'm excited to compete in Vail's new pipe and see everyone come out for the next evolution of this contest.” Shaun White, US Open Halfpipe Gold From Vail Daily “The first Burton US Open at Vail couldn’t have gone any better—the weather, the riders, the competitions, the free riding, the packed concerts at night—it surpasses our expectations on every level…we can’t wait to bring the Open back to Vail next year” Jake Burton Carpenter, Owner/CEO-Burton Snowboards From Transworld Business “The Town of Vail was honored to host the Burton US Open for the first time this year. We believe it was a fruitful experience for the event, participants, spectators, sponsors and many of our local businesses from the feedback we received. The energy in town during the event was high with contests taking place on the mountain and the concerts and other family activities taking place in town. We look forward to hosting the event for many years to come.” Stan Zemler, Town Manager-Town of Vail From Transworld Business Additional Information 51 Town of Vail | CSE | 5/1/13 OPINION LEADER QUOTES CONTINUED “I couldn’t be more excited about its next evolution. Burton has always been progressing the sport and doing what's best for snowboarders, and I truly believe that this move to Vail will make the Open even better.” Kelly Clark, US Open Halfpipe Gold From Vail Daily “Like everyone else, I was blown away by the energy, vibe and performance at this year’s Burton US Open. Burton and Vail, along with key partners like MINI, Town of Vail, Mountain Dew, and Nokia; brought the event to a whole new level, and the athletes, including the women, rose to the occasion. I’m not sure I've ever enjoyed a halfpipe final more;; Kelly crushed it, Hannah stepped up big time, and Arielle once again proved she’s a force to be reckoned with. I couldn’t be happier that the US Open has found a new home at Vail.” Donna Carpenter, President-Burton Snowboards From Transworld Business Additional Information 52 Town of Vail | CSE | 5/1/13 •USO Creative Examples •USO Social Media Examples •USO Agreement Checklist and Supporting Information •Link to Burton US Open Snowboarding Championships Photo Gallery ADDITIONAL ATTACHMENTS: