HomeMy WebLinkAboutUSO 2013 Top Line Recap_TOV_WH2013 Burton US Open Recap
Event Overview
The 31st annual USO saw 126 of the world’s
greatest snowboarders, including Shaun White,
Mark McMorris, Torstein Horgmo, Ayumu
Hirano, Kelly Clark, Jamie Anderson and
Spencer O’Brien converge 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.
2013 Burton US Open Recap
2013 Burton US Open Recap
Event Attendance
Wed, Feb 27 – Mar 2, 2013
2013 Burton US Open Recap
Projected Attendance Numbers:
Skier Visits: 60,000+
Concerts/Party: 14,000
Sponsor Villages: 15,000
(Golden Peak, Solaris, Arabelle):
Estimated Total : 91,000*
(These are best estimates given that
The TOV survey is in progress)
Event Impact Highlights
2013 Burton US Open Recap
Lodging
•97% average capacity in Vail (and the
Vail Valley) over the event weekend.
(Equal to the same success only seen at
Christmas)
2012 v. 2013
•March 2013 ADR + 8%
•February 2013 ADR + 6%
•March 2013 Rev Par + 11%
•February 2013 Rev Par + 13%
1076 Total Room nights booked by the
Event
751 Total Rooms nights booked through
the USO Lodging Bureau
Burton + Vail = Very desirable proposition
2013 Burton US Open Recap
Local Taxes
•February 2013 is projected to be the
largest sales tax collection month ever for
TOV: $3,209,239
•Up 7.5% (or $222,768) from budget
•Up 7.2% (or $214,659) from February
2012.
•March 2013 is estimated to collect
another $110,000 bringing March
collection to $3,690,232.
•Up 16.1% (or $511,539) from budget
•Up 15.8% (or $504,373) from March 2012
•The season (November-March) would be
up 6.5% (or $845,781)
•Jan, Feb, March – record months over
$3,000,000
Parking
• 3/1-3/3 Vail Village: 7,699 cars
•3/1 – 3/3 Lionshead: 4,863 cars
Grand Total: 12,565 cars
Gross Parking Revenue to TOV: $121,688
2013 Burton US Open Recap
Vail Resort
•Vail saw one of its top 3 days of all time
for skier/boarder visits during the USO
•The USO yielded an impressive jump in
the number of boarders on the hill at Vail
during the week of the event ·
•The USO resulted in a major jump “In-
State Day” guests for the week at Vail
Local Businesses
Sonnenalp – Patricia McNamara
"We thought the Burton event was great.
Not only for the Sonnenalp Hotel - we were
completely sold out that weekend - but for
Vail in general. The energy in town that
week was incredible. The national exposure
to a younger audience was extremely
valuable. Totally a home run for Vail! Looking
forward to next year! ”
2013 Burton US Open Recap
Local Business
Larkspur – Allana Smith
“Our lunch services were tremendously busy
during the USO and we sincerely enjoyed
being able to host some of the Burton events
at Larkspur. We found both the Burton staff
and the snowboard enthusiasts that chose to
vacation in Vail at this time to be a gracious
and fun loving group of guests.”
Bol – Pamela Davis
“Although this particular weekend is usually
very busy for Vail, the US Open brought an
overwhelming energy to town. The size of
the crowds, the excitement of people in the
village…I think everyone would agree that
business was booming.”
Pazzos – Brian Hutchinson
“Saturday night was our best night of the
year and possibly ever.”
Concerts
2013 Burton US Open Recap
Vail Village was swollen to capacity for the free concerts on Friday and Saturday nights
featuring Macklemore and Ryan Lewis and Santigold.
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.
2013 Burton US Open Recap
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%
2013 Burton US Open Recap
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)
2013 Burton US Open Recap
TV Broadcast
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)
2013 Burton US Open Recap
2013 Burton US Open Recap
TV Broadcast
Town of Vail/Vail was featured prominently in all
six of the USO programs both verbally and
visually.
Vignettes showcasing the Town of Vail were
included in the
following programs:
•USO Halfpipe highlight show: 00:01:55 long
vignette
•USO Slopestyle highlight show: 00:01:55 long
vignette
•USO Lifestyle show: 00:01:50 long vignette
These vignettes aired locally, nationally and
internationally.
2013 Burton US Open Recap
2013 Burton US Open Recap
PR Overview
2013 was a banner year for USO PR and media. Over 173 media and photo credentials
were distributed onsite, representing 89 media outlets.
10 US Open press releases were distrusted between January – March 2013. These
communications were shared with 365+ media outlets across the country including 165
endemic press and 200+ regional press. Additionally, Burton made a significant
investment by sending two of these releases across PR newswire to generate additional
media interest.
To date, Burton’s PR efforts has yielded coverage in 800+ stories, including 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, Vail Daily, 303 Magazine, and many more.
2013 Burton US Open Recap
Major Print Hits
2013 Burton US Open Recap
Major Print Hits
2013 Burton US Open Recap
Major Print Hits
2013 Burton US Open Recap
2013 Burton US Open Recap
Social Overview
The 31st annual US Open proved to be Burton’s most "social" event to date.
To encourage engagement, Burton PR launched a hashtag campaign that encouraged
onsite audiences to tag their photos via Instagram and twitter with the hashtag
#BurtonUSOpen. A social contest was implements asking people around the world to
share their favorite US Open moments with the same hashtag. There were 3,500+
photos tagged.
From Feb 20th – March 8th Burton posted over 150 unique US Open posts via Facebook,
Twitter and Instagram.
All of Burton’s social channels saw growth during the US Open: Facebook (645K vs. 636K
in Feb.), Twitter (76K vs. 73K in Feb.), Instagram (110K vs. 96K in Feb.), Pinterest (1.2K
vs. 1.1K in Feb.) and YouTube (49K vs. 46K subscribers in Feb. / 10.1 vs. 9.9 million total
views in Feb).
2013 Burton US Open Recap
Social Overview – Town of Vail
Burton developed and executed a custom Town of Vail social plan that was implemented
during the US Open.
In total, Burton created 27 dedicated posts for the Town of Vail that resulted in
3,137,544 impressions, 77,083 likes and 8,813 comments over the course of the
campaign. Additionally, 49 unique #BurtonUSOpen tags mentioned the Town of Vail.
Highlights include promoting the Town of Vail as the host of the US Open, lodging, things
to do around the Town of Vail, free concerts, Vail Village happenings, free mobile app
and Après Card, as well as competition updates and results.
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
2013 Burton US Open Recap
Burton (US) Facebook Demographics & Location
2013 Burton US Open Recap
Key Social Media Posts
2013 Burton US Open Recap
2013 Burton US Open Recap
2013 Burton US Open Recap
Memorable Quotes
2013 Burton US Open Recap
“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
2013 Burton US Open Recap
Memorable Quotes
2013 Burton US Open Recap
“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
“It's on a perfect run. If you look back to the Honda Vail Sessions that used to be here, it was
the biggest jump contest in snowboarding. It's where all the new tricks happened. This is the
same idea. It's on the same face of the mountain where the Sessions were held and will have
huge jumps, and history will for sure be made.” Mark McMorris, US Open Slopestyle Gold
From Vail Daily
2013 Burton US Open Recap