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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