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Home My WebLink About2013 Winter Mountain Games Stakeholders Report2013 STAKEHOLDERS REPORT Dear Friends, We are We are sincerely grateful for your business and partnership. The success of Mountain Games is directly attributable to the myriad of 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 2012 Strengths -65% increase in overall event attendance -52% increase in economic impact to the Town of Vail -An estimated $46,000 in lift ticket revenue generated -79% of attendees came to Vail for Wiinter Mtn. Games -82% of event attendees are Very Likely or Extremely likely to return -Not a single negative comment posted socially -Growing online social media presence -Largest SKIMO Event in North America -Significant Athlete Growth in SKIMO and Vail UpHill -Much better received Avy Dogs events Looking to the Future & Improvements -Poor concert attendance on Thursday evening -Slow growth for Winter MTB National Championships -Lack of a Television Package -Decreased number of Mixed Climbing Athletes MESSAGE TO OUR PARTNERS ATHLETE REGISTRATIONS: 753 Unique Athlete Registrations 810 Total Competition Starts COMMUNITY ECONOMIC IMPACT: *$964,000 = TOV Economic Impact *$58,152 = Word Of Mouth Advertising Economic Impact *$1,022,152 = Total Event Economic Impact *$46,000 = Est. lift ticket rev. generated for Vail Mountain * (+/- 20% error level should be considered) SPECTATORS: 16,509 (+/- 20% error level should be considered) POTENTIAL MKTG IMPRESSIONS: 93,184,114 PR IMPRESSIONS: 57,679,068 QUICK FACTS 2013 PARTNERS 2013 CREATIVE Potential Marketing Impressions 93,184,114 TTL Media Value $1,542,499 MARKETING SUMMARY IMPRESSIONS 152,196 = MountainGames.com Page Views 10,531,484 = Social Media Impressions 6,770,078 = Print Advertising Impressions 604,320 = TV Advertising Impressions 57,679,068 = Public Relations Impressions 6,685,442 = Digital Advertising Impressions 10,041,526 = Email Marketing Impressions 720,000 = Radio Advertising Impressions MEDIA VALUE $8,653 = TV Advertising $414,001 = Print Advertising $22,545 = Digital Advertising $989,831 = PR $30,148 = Radio Advertising $53,822 = Social Media $23,499 = Email Marketing PUBLICATION FREQ DATES CREATIVE/NOTES Outside Magazine 4 Buyers Guide, Nov Advertorial, December, January Issues Full Page 4C Eddie Bauer Catalogue 1 Winter Double Truck 4C Telemark Skiier Magazine 3 October, November, December Issues Full Page 4C Mile High Sports 1 January Issue 1/3 Page Rock & Ice Magazine 1 January Issue Full Page 4C Elevation Outdoors 1 January Issue Full Page 4C NEWSPAPER Denver Post 2 February 3, 5 5X4 ???? Vail Daily 1 Insertion Official Event Program Vail Daily/Daily Weekly/Summit Daily/Glenwood Springs Post Independent/Aspen Times 32 April-June Daily Full Page 4C, 2/3 Page 4C & Remnant 4C NATIONAL & REGIONAL PRINT ADVERTISING 6,770,078 Combined Audience $414,001 Print Value (No print value assigned for Eddie Bauer Catalogue) WEBSITE RUN DATES IMPRESSIONS OpenSnow.com January 33,334 DenverPost.com Mid Dec – February 2,136,658 MountainFlyer.com January – February 34,519 MountainProject.com January – February 100,000 Competitor.com January – February 207,500 MileHighSports.com January – February 40,596 VitalMTB.com January – February 341,484 SnowshoeMagazine.com January – February 70,000 Pandora.com January – February 613,608 Westword.com February 311,316 Area93.com February 338,000 Google Display Network Mid Dec – February 1647,470 Facebook.com Ongoing 805,957 Birds of Prey Digital Program Nov – Dec 5,000 6,685,442 Combined Audience $22,545 Media Value DIGITAL/ONLINE ADS AT A GLANCE RADIO STATION DATES QUANTITY/FREQUENCY KZYR 97.7fm Vail Valley Jan-Feb Last DJ On-Site Interview 200 :30 30 :90 Spectator Guides 20 On-Site Live Cuts Otter Box, GoPro, Chipotle & Atlas Promotions KSNO Aspen Jan-Feb 100 Weekend Getaway :30 50 Weekend Getaway :10 VIP Trip To Vail Promotion KBCR FM Steamboat Springs Jan-Feb 100 Weekend Getaway :30 50 Weekend Getaway :10 VIP Trip To Vail Promotion 93.3 Jan-Feb On-air promo mentions VIP Trip To Vail Promotion Eddie Bauer Promotions 720,000 Combined Audience $30,148 Media Value RADIO ADS AT A GLANCE SENDER FREQUENCY RECEPIENTS Mountain Games / VVF Database 6 46,326 On The Snow 1 175,000 Open Snow 2 53,214 Mile High Sports 4 60,000 tR SMG Re-Market 1 750 Area 93.3 KTCL 3 405,000 Eddie Bauer 3 9,111,671 Mountain Magazine 1 50,000 Vail Mountain 1 93,161 10,041,526 Combined Audience $23,499 Media Value EMAIL BLASTS TELEVISION CHANNEL TIME FRAME IMPRESSIONS Comcast: Altitude Jan - Feb 3,806 Comcast: Comedy Central Jan - Feb 148,998 Comcast: Discovery Jan - Feb 69,732 Comcast: ESPN2 Jan - Feb 79,998 Comcast: NBCS-TV Jan - Feb 6,972 Comcast: MTV Jan - Feb 24,812 Comcast: NatGeo Jan - Feb 43,940 Comcast: ESPN Jan - Feb 110,022 Comcast: RTRM Jan - Feb 348 Comcast: Spike Jan - Feb 73,634 Comcast: Travel Jan - Feb 42,058 TV8/Outside TV Jan - Feb Not Available 604,320 Impressions $8,653 Media Value TV ADVERTISING Placements By Event Placements by Media Category PR SUMMARY 183 WMG Editorial Stories 57,679,068 Total Impressions $989,831 Media Value PR SUMMARY Hosted Media Winter Mountain Games, Eddie Bauer, Backbone Media and Polartec provided accommodations for the following targeted journalists: Jonah Ogles Outside magazine Associate Editor Jill Robinson Washington Times, San Fran Chronicle, Gadling.com Kimberley Lovato Nat Geo Traveler, Conde Naste Traveller, Frommers.com Lindsey Emery Fitness, SELF, Women’s Health Olivia Dwyer Mountain magazine Associate Editor Sean McCoy GearJunkie.com Anthony Cerretani Backpacker Cameron Martindell Elevation Outdoors Cristina Goyanes Shape, Women’s Health, ESPN COVERAGE HIGHLIGHTS Highlights Include: The New York Times SKI Travel Channel MensHealth.com Gear Junkie Shape.com TheWashingtonTimes.com OutsideOnline.com RunnersWorld.Com MountainOnline.com Women’s Adventure WEBSITE AT A GLANCE 2013 TOP WEBSITE CONTENT: Home, results, schedule, register, Ski Mountaineering, Vail Uphill, Flobots Free Concert, Mixed Climbing, Ultimate Mountain Challenge 2013 TOP WEBSITE MARKETS: Colorado, New York, California, Texas, Illinois, Florida, Washington, Massachusetts, Utah, Minnesota SOCIAL MEDIA SHARES FROM MOUNTAINGAMES.COM/WINTER 589 (494 Facebook/95 Twitter) (up from 404 in 2012) 589,000 Social Media Sharing Impressions $2,945 Media Value (based on $X CPM) TOP SOCIAL CONTENT: Register, 2013 Photo Comp Winners, Free Concerts, Results, Flobots Concert, SKIMO, XC Snowshoe, Schedule WMG 2013 WEB STATS October 1, 2012 – March 10, 2013 69,198 Site Visits 152,196 Page Views 68.06% New Visitors 2:13 Average Time On Site Event Snapshot Feb 4-10, 2013: 21,350 Site Visits 50,453 Pageviews 59.18% New Visitors 2:42 Average Time On Site 9,253,117 Facebook Impressions 508,457 Twitter Impressions 589,000 Social Media Shares via MG.com 174,047 Video Views 10,531,484 Total Social Media Impressions SOCIAL MEDIA SUMMARY $46,265 Facebook Media Value $ 2,542 Twitter Media Value $2,945 Social Media Shares Media Value $2,070 Viral Video Views Media Value $53,822 Total Social Media Value 26,720 2013 Video Views 147,327 New 2012 Video Views Videos @ A Glance VVF Produced/Official = 23,191 Dual Slalom = 14,699 Event Highlights = 4,470 SKIMO = 1,993 VIDEO SYNDICATION Most Popular Posts Overall (based on impressions) 1.) Music Lineup Announced (11/28) 2.) Check out the 2012 GoPro Highlights (12/14) 3.) Registration is Open (12/19) 4.) A Strong Chance for #POW Coming Through (2/6) 5.) GoPro HERO 3 Best of Album (2/10) Most Popular Video Posts: 1.) Check out the 2012 GoPro Highlights 12/14 2.) X-Country Snowshoe 2012 Highlights (1/9) 3.) SKIMO Video (2/14) 4.) GoPro Event Highlights (2/18) 5.) 2012 Mixed Climbing Highlights (12/19) Most Popular Photo Posts: 1.) A Strong Chance for #POW Coming Through (2/6) 2.) GoPro HERO 3 Best of Album (2/10) 3.) Ski Bike or Snow Bike? (12/10) 4.) Otter Box Caption Contest (2/5) 5.) Otter Box Caption Contest (1/29) 2013 FACEBOOK HIGHLIGHTS: October 1 – March 1 6,103,232 - Total Weekly Reach of Page Posts 12,491 - Fans ( 3,441 new likes/38% increase) 5,410,725 - Friends of Fans 17,754 – Post Consumption/Clicks 9,253,117 Total Daily Facebook Impressions $46,265 Facebook Media Value FACEBOOK INSIGHTS 2013 TWITTER HIGHLIGHTS: October 1 – March 1, 2013 237 specific Tweets 145 ReTweets 465 Mentions 2,271 organic followers (529 new followers/30% increase) 508,457 Twitter Impressions TWITTER INSIGHTS •Total completed surveys – 181 •Sample size provides statistical validity with an error rate of 7.2% at a 95% confidence interval •Estimated attendance – 16,509 (+/- 20% error level should be considered) •Estimated revenue generated to the Town of Vail - $964K (+/- 20% error level should be considered) •Overall Satisfaction – 4.5 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely •Satisfied) •79% of the attendees came to Vail, CO specifically for the Winter Mountain Games •46% of the attendees had attended the Summer Mountain Games in the past •Average number of days attended – 2.3 •Favorite events – Tele Big Air and Climbing •One Change – Parking and additional vendors/sponsors •68% planned to attend a concert •“Word-of-mouth” and “Posters” - selected most when asked, “How did you hear about and/or where did you see advertising for the WMG?” •73% are “Very” or “Extremely Likely” to return in the future •67% of the attendees staying in paid lodging stayed in Vail, CO •Average nights stayed in paid lodging within Vail – 5.6 •Average group size of those staying in paid lodging – 4.8 •43% of event attendees 18-34; 68% 18-44 •Estimated number of room nights generated by the WMG – 933 •Estimated average nightly rate in Vail - $333 •Estimated lift ticket revenue generated - $46K RESEARCH HIGHLIGHTS Our sincere thanks for your ongoing support. We wish you all continued success and, in partnership with you, look forward to the future.