Loading...
The URL can be used to link to this page
Your browser does not support the video tag.
Home
My WebLink
About
2014_06_05 GoPro Mtn Games RFP
From:Kelli McDonald To:Scott Bluhm; Sybill Navas; Clare Hefferren Cc:Mike Imhof ; Katrina Ammer Subject:RE: CSE Funding Request- GoPro Mountain Games Date:Tuesday, October 22, 2013 12:21:11 PM Attachments:image001.png Thanks, Scott. Kelli Kelli McDonald Economic Development Manager Office of Economic Development 970.479.2454 direct 970.479.2157 fax kmcdonald@vailgov.com vailgov.com twitter.com/vailgov From: Scott Bluhm [mailto:sbluhm@vvf.org] Sent: Tuesday, October 22, 2013 10:56 AM To: Sybill Navas; Kelli McDonald; Clare Hefferren Cc: Mike Imhof; Katrina Ammer Subject: CSE Funding Request- GoPro Mountain Games All I wanted to follow up to a conversation I had with Sybil, yesterday. We submitted our funding request for the GoPro Mountain Games 2014 and I wanted to point out and give more detail on our funding request. In 2013, we received funding of $100,000 for the Mountain Games. Year over year, we have pledged to reduce this amount and thus our base level request for 2014 is $95,000. What is different for 2014 is an opportunity for us to align with a third party promoter and in a joint venture, incorporate the Bad Ass Dash Obstacle Race www.badassdash.com into the GoPro Mountain Games. We are familiar with this promoter as they are the company that brings the DockDogs to the Mountain Games. We believe there is only upside to incorporating the Bad Ass Dash into the Mountain Games weekend. There is growth potential within our participant numbers and also a great opportunity to incorporate Lionshead into the Mountain Games. There are incremental costs associated with the BAD obstacle race and thus, we have asked for a supplemental $15,000 to incorporate the Bad Ass Dash in 2014. I have attached below the verbiage we used within the CSE Funding Request Application. I wanted to bring it to your attention, so that if any questions arise from the CSE Members, you might better understand our dual amounts within the funding request. If you need any more detail, feel free to reach out. Best regards Scott The VVF, for 2014, is requesting Base Level cash funding of $95,000. $95,000 is $5,000 less than what was requested and received by VVF for the 2013 event and lives up to the commitment VVF made to CSE regarding annual reduction of cash funding requests to CSE to remain true to the CSE mission and guidelines of providing larger initial seed money with funding reductions in the future as the event (organizer) becomes more independent and self-sufficient in terms of sponsorship. Understanding the above statement, the VVF formally wishes to request of CSE for 2014, $110,000 in cash support which is $15,000 more than the 2014 base level cash request of $95,000. The additional request of $15,000 for 2014 will allow the GoPro Mountain Games (VVF) to align with a third party event promoter in a joint venture partnership to incorporate a new concept (event) called the Bad Ass Dash Obstacle Race into the Mountain Games Weekend. We believe the BAD Concept strong growth potential in the coming 2-3 years which would deliver between 3,000 to 5,000 incremental athlete participants (on top of the current base level of athlete participants of approximately 3000+ per year. In addition, BAD is a natural fit for execution within Lionshead which would provide solid activation in Lionshead at select day/times during the 2014 event dates. There are real, incremental costs associated with introducing this new event mud/obstacle race concept to the Mountain Games property in the first 2 years (2014 and 2015) hence the VVF’s request for additional funding. Scott Bluhm Vail Valley Foundation Senior Director , Event Operations 970-748-5905 (o) / 970-331-6018 ( c) August 25, 2013 TO: Special Event Producers Subject: Funding Requests for Special Events in 2014 The Commission on Special Events is seeking innovative and exciting proposals for Special Events throughout 2014 that align with our collective vision of Vail as “The Premier International Mountain Resort Community! An application and guidelines are attached. “Special Event Rating Criteria” (Attachment A) will be used to evaluate all proposals with respect to how they align with the strategic approach to providing a calendar of events that are well matched to the “Vail” brand and will exceed the expectations of a very sophisticated and international clientele. Primary consideration will be given to events that drive incremental overnight visitors. In response to community input and maintaining a strategic partnership with the objectives of the Vail Local Marketing District and Vail Mountain Marketing, additional consideration may be given to proposals that: Are well suited to venues in Lionshead, including the Lionshead Mall area and Vail Square at Arrabelle. Emphasize the increased role of “Health and Well Being” as a driver for our guests’ decisions. Are proposed for the timeframes including: o Early Ski Season: Thanksgiving, and/or through the second week in December. o The second week in January through the first week in February o The last two weekends in August Producers should submit the required information electronically in PDF format, plus 1 hard copy (unbound on 8 ½ x 11 size, minimum 30% PCW paper), to the Commission on Special Events no later than 5:00 p.m. on Monday, October 21, 2013. Qualifying applications will be reviewed by the CSE at their regular monthly meeting on W ednesday, November 6, 2013. Final funding allocations will be determined by the CSE at a special meeting on W ednesday, November 13, 2013. Applicants will be notified of their status by December 16, 2013. Please address any questions to: Sybill Navas, Coordinator, Commission on Special Events E-mail: snavas@vailgov.com Phone: 970.477.3551 or FAX: 970.479.215 CSE/TOV RFP for 2014 Special Events Page 2 Town of Vail: Commission on Special Events 2014 Special Event Funding Guidelines Mission Statement: The Vail Commission on Special Events (CSE) is accountable to deliver an annual Special Events Plan which ensures world class events that are fully aligned with Vail’s brand. The CSE shall effectively and efficiently allocate available budget behind this objective. The Events Plan will deliver measureable results in terms of specific goals: economic impact, optimization of the seasonal calendar, positive community experience and integration, as well as positive guest-centric results that lead to future loyalty. To qualify for funding review, events must support the CSE’s strategic priorities and meet the following requirements: • The event(s) must take place predominately within the Town of Vail. • Applications must be complete, providing all information and attachments requested on the application form. Incomplete applications will not be reviewed. • Applicants must request a specific dollar amount and a brief explanation of how the requested funds will be utilized. • Funding allocations will be dispersed only to the entity whose name appears on the application. All Town of Vail permits and documentation required for the production of the event must be filed under the name of the event producer as it appears on the funding application. The CSE will measure events using the following criteria: (Attachment A: Special Event Rating Criteria) • Alignment with the “Vail Brand” and the target market as defined by the Vail Local Marketing District (VLMD.)Please see “Attachment B” for a description of how this is defined. • Potential for positive economic impact to the lodging, restaurant and retail sectors of the community, with the highest priority given to events that drive destination guests from all over America and around the world. • Opportunity to leverage funding with sponsorships and/or media exposure so as to “stretch” the impact of the CSE’s contribution, as well as the proposed event’s potential for growth. • Experience and qualifications of the event producer, as well as a demonstrated commitment to the values which are shared by the CSE and the Town of Vail Event Review Committee (ERC). • The event is proposed for a time of year that supports the CSE’s goal of ensuring a calendar of events that will stimulate the local business economy throughout the year. • Contribution to Vail’s “Sense of Community.” • For Existing Events: o How well the event has demonstrated success, per the CSE’s measurement criteria. o History of compliance with Town of Vail regulations and special event permit requirements. CSE/TOV RFP for 2014 Special Events Page 3 In consideration of the receipt of funds from the CSE, the Event Promoter shall agree to: • Comply in a complete and timely manner with all Special Event Permit requirements of the Town of Vail. • Ensure that the event is listed on the online community event calendar. • Meet with the CSE Event Liaison: o To understand and be poised to take advantage of any and all marketing or PR opportunities that the VLMD may provide. o To ensure compliance with the “Vail Brand” on any and all promotional materials associated with the event. (Please be advised that penalties may be assessed against the funding allocated for incorrect use of either the “Vail Brand” and/or the Town of Vail logo.) Agree to comply with the all marketing gates on the Marketing Checklist.* Provide “activation” that will cross-promote your event throughout the community, create guest awareness of your event and stimulate business in local restaurants/bars and retail establishments.* • Agree to the placement of the Town of Vail logo on marketing and promotional materials associated with the event as appropriate to the level of sponsorship.* • Provide the CSE with copies of any film or photographs from the event for the purpose of promoting the Town of Vail. *Please see “Attachment E: Marketing Checklist and Activation” for additional information. Accountability: All event producers receiving funding will be expected to present to the Commission on Special Events within 60 days of the close of their event a written, post-event follow-up document which shall include: • How did the event meet the standard of excellence expected of “The Premier International Mountain Resort Community?” • An overview outlining the event’s strengths and weaknesses, specifically: o W hat parts exceeded expectations? O W hat measures could be taken to improve the event? o For existing events, an overview of how the event fared relative to previous years. • A complete explanation of how potential attendees were directed to book lodging, the estimated number of room nights generated, and the mechanism that was used to track these bookings. • A detailed event budget showing actual profit and loss numbers, cash vs. in-kind sponsorships and an explanation of how the CSE funding was utilized. • Survey results showing the estimated effect on the following, per the CSE Criteria: o Attendance numbers and demographic profile o Estimated benefits to the local economy o Visitor Intent to Return o A detailed overview of the marketing that was implemented to promote the event o Estimated Return on Investment (ROI) to the Town of Vail • Potential for growth and the development of sponsorships and media exposure. • How did the event impact Vail’s Sense of Community? • “Green Events:” W hat initiatives were taken to insure compliance with the Town of Vail’s commitment to environmental sustainability? Please see Attachment C: “Guidelines for Post-event Recaps for All Events Receiving Public Funding” for a more detailed explanation. CSE/TOV RFP for 2014 Special Events Page 4 Unless otherwise specified in the contract, CSE funds will be distributed per the following formula: 1/3 of the amount upon the signing of a contract stipulating the terms of the CSE’s funding allocation. 1/3 of the amount upon receipt of an invoice from the event producer, accompanied by verification of the placement of advertising for the event and the submittal of a complete Special Event Permit Application (if applicable), which is due a minimum of 45 days prior to the start of the event. 1/3 of the amount upon receipt of an invoice from the event producer following the completion of the event and the CSE’s formal vote of approval of the post-event review presentation. Submit the required information electronically in PDF format, plus 1 hard copy (unbound on 8 ½ x 11 size, minimum 30% PCW paper), to the Commission on Special Events no later than 5:00 p.m. on Monday, October 21, 2013. Vail Commission on Special Events, C/O Sybill Navas, Coordinator Town of Vail, 75 S. Frontage Rd. Vail, CO 81657, specialevents@vailgov.com Qualifying applications will be reviewed by the CSE at their regular monthly meeting on W ednesday, November 6, 2013. Be prepared to send a representative who can answer any questions that the CSE may have. Final funding allocations will be determined by the CSE at a special meeting on W ednesday, November 13, 2013. Applicants will be notified of their status by December 16, 2013. Please address any questions to: Sybill Navas, Coordinator, Commission on Special Events E-mail: snavas@vailgov.com Phone: 970.477.3551 or FAX: 970.479.2157 CSE/TOV RFP for 2014 Special Events Page 5 VAIL COMMISSION ON SPECIAL EVENTS 2014 EVENT FUNDING APPLICATION Please describe in space below or attach additional documents if space provided is not adequate. NAME OF EVENT: GoPro Mountain Games PROPOSED DATE(S) : June 5-8, 2014 AMOUNT OF CASH FUNDING REQUESTED: The VVF, for 2014, is requesting Base Level cash funding of $95,000. $95,000 is $5,000 less than what was requested and received by VVF for the 2013 event and lives up to the commitment VVF made to CSE regarding annual reduction of cash funding requests to CSE to remain true to the CSE mission and guidelines of providing larger initial seed money with funding reductions in the future as the event (organizer) becomes more independent and self-sufficient in terms of sponsorship. Understanding the above statement, the VVF formally wishes to request of CSE for 2014, $110,000 in cash support which is $15,000 more than the 2014 base level cash request of $95,000. The additional request of $15,000 for 2014 will allow the GoPro Mountain Games (VVF) to align with a third party event promoter in a joint venture partnership to incorporate a new concept (event) called the Bad Ass Dash Obstacle Race into the Mountain Games Weekend. We believe the BAD Concept strong growth potential in the coming 2-3 years which would deliver between 3,000 to 5,000 incremental athlete participants (on top of the current base level of athlete participants of approximately 3000+ per year. In addition, BAD is a natural fit for execution within Lionshead which would provide solid activation in Lionshead at select day/times during the 2014 event dates. There are real, incremental costs associated with introducing this new event mud/obstacle race concept to the Mountain Games property in the first 2 years (2014 and 2015) hence the VVF’s request for additional funding. PRODUCING ENTITY: Vail Valley Foundation 1. President or Executive Director’s Name: Ceil Folz 2. Name and Title of Person Completing the Application: Scott Bluhm Sr. Director of Operations 3. Business Address: Physical Address: P.O. Box 309/ Vail. CO 81658 Mailing Address: 90 Benchmark, Ste.300, Avon. CO 81620 CSE/TOV RFP for 2014 Special Events Page 6 4. Contact Info: • Telephone: Main: Main - (970)949-1999 Cell: Cell - (970)331-6018 Fax: Fax - (970) 949-9265 • E-Mail Address: sbluhm@vvf.org 5. Event and/or Organization WEBSITE: www.vvf.org or www.mountaingames.com 6. Number of years your organization has been in business: 32 7. Mission Statement: “To enhance and sustain the spirit of the Vail Valley by providing leadership in educational, athletic and cultural endeavors.” 8. Organization's tax status: For Profit or Non-Profit*/Not-for-Profit* • x Non-Profit (501C-3), or Not-for-Profit (501C-6) organization If applicable, please attach current State Department of Revenue Certificate with this application. # 74-2215035 • Does the Event benefit a charity? x If yes, please name the beneficiary: Yes. All VVF athletic events, including GMG 2014 commit a portion of the event’s positive net contribution to the VVF Education Grant Budget which benefits select local charities and education grants specific to select students EVENT DESCRIPTION: (Contact information that may be useful is provided in “Attachment D”) Detailed description of the event and its activities. If the event will have a culinary component, please include feedback from the Vail Restaurant Group. Athletes, Arts, Music & Mountains. Four days, 29 individual events, the largest human powered multi-sport event in the world. Disciplines include mountain biking, climbing, road running, road cycling, canine competitions, slopestyle biking, kayaking, stand-up paddle boarding, concerts and more. 2. Where will the event be located within the Town of Vail? Please list the specific venues that you plan to utilize, including dates and times, and whether or not you have contacted them to confirm availability. The Event Producer is responsible for booking and securing any necessary venues. The event will take place in Vail Village from the Covered Bridge to the International Bridge, from Check Point Charlie to Golden Peak and also Mountain Plaza. Subject to VVF’s incremental request for funding of $15,000 in 2014, should CSE approve such additional funding, the Bad Ass Dash mud/obstacle concept would be executed (start and finish line) in Lionshead. CSE/TOV RFP for 2014 Special Events Page 7 3. W ill any portion of the event take place outside of the Town of Vail? If yes, please explain. Yes. The Steep Creek Kayaking Championships will again take place outside of Vail on June 5th, outside the Town of Red Cliff, Colorado along a stretch of river called Homestake Creek. 4. Are additional in-kind services being requested from the Town of Vail? If yes, please explain, including a description of anticipated impacts on Town of Vail services: i.e. bus service, parking (both for event production support vehicles and attendees), traffic control, street closures, police services, etc. (The event promoter will be charged for all labor, materials and equipment unless such services are specifically exempted and approved as part of the Special Event Permit.) Yes. The in-kind services will be used specifically for public works; trash and heavy equipment assistance, bus support for half-marathon and police (race escort, general event security and concert security). These in kind services were requested within the Vail Valley Foundation grant request for 2014. 5. Is this a new or existing event? If existing, please describe the location(s) of the event in previous years and the number of years it has been produced. Existing event; Vail Village/ Mountain Plaza/ Golden Peak; 12 years 6. People: • Number of participants (athletes, artists, exhibitors, etc.) anticipated: 3000 • Number of volunteers needed: 200 volunteers • Number of event staff: 30 event staff • Total Number of spectators/attendees anticipated and estimate: % Local: 44% % In-state (non-local): 33% % out of state: 21% % International: 2% 7. Description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. W hat return on investment (ROI) should the Town of Vail expect? CSE/TOV RFP for 2014 Special Events Page 8 We conservatively estimate the economic impact on Town of Vail at $4.7 million during a time of year that businesses would likely be slow should the event not exist. In addition, the event and Vail as the host city will receive over 225 million impressions in domestic and international TV, print, web, digital/social media, email and radio. BUDGET: 1. Please attach a complete and detailed event budget, including anticipated revenues and expenses, as well as the amount to be dedicated to marketing efforts. 2. What % of the total event budget is the CSE being asked to fund? 4.5% 1. Describe briefly how you will use the funds that you are requesting from the CSE. CSE funds, we are requesting, will be used and split between (1) climbing competitions and all associated infrastructure and climbing event management costs for hosting the IFSC World Cup Bouldering Championships; and (2) overall event support will be used towards off-setting roughly $2 million dollars in costs associated with event set up, clean up, lodging, races and competitions and music execution, marketing and advertising. If the supplemental $15,000 is granted to VVF above the $95,000 base level request, funds would also be specifically earmarked for the implementation/execution of the Bad Ass Dash www.badassdash.com with a start/ finish/ activation with Lionshead. 3. Should the CSE decide not to support this event, will it still occur? yes 4. What is the $ amount of sponsorships from alternative sources reflected in the event budget? $1,388,766 5. What % of the total event budget do you expect the event itself to generate? (i.e. ticket sales, merchandise, food and alcohol sales, etc.) 5% 6. If possible, would you intend to host the event in Vail beyond 2014? If yes, for how many years beyond 2014? indefinately 7. Do you anticipate requesting funding from the CSE next year? X If yes, given that the CSE encourages the development of additional sponsors in order to leverage their own investments, and anticipates that as events become established they will become less reliant on public funds, please explain how you intend to grow the event and indicate what %, if any, of the total event budget you anticipate requesting next year. The general event funding request to CSE for the 2015 Mountain Games, would again be reduced by $5,000 for the 2015 Mountain Games Budget CSE/TOV RFP for 2014 Special Events Page 9 MARKETING: 1. Please provide a detailed description of your marketing plan and indicate how the budget will support the program. Please see attached preliminary 2014 GMG marketing plan. Funds will help support paid out of marketing and advertising efforts with Comcast, Denver Post, and Digital. 2. Explanation of potential for sponsorships and media exposure. The 2013 event had 83 brand partners (not including lodging or media) and garnered 183,276,000 PR impressions with media value of $2,651,000. Highlights included coverage on NBC Sports, Universal Sports, CNET, Spike TV, MTV, Outside TV and many others. We anticipate growth with our Title Partner GoPro. 3. Specify any marketing support you are requesting. VLMD assistance with out of state marketing, targeting those markets in the months leading up to the event. 4. Name, telephone number and email addresses of your PR and marketing contacts. PauL Abling pabling@vvf.org 970-748-5946 REQUIRED ATTACHMENTS: 1. References and/or referrals from other communities are required if you do not have a prior history of producing events in Vail. 2. Explanation of how you will direct prospective attendees to book lodging within the Town of Vail and a description of how you will track the number of lodging nights generated. 3. Previous year's event evaluation, including income and expense statement (if existing event). 4. Past or projected demographics of event attendees and estimated spending. 5. Organization rosters naming: All officers and respective positions Board of Directors and positions The CSE appreciates the inclusion, in electronic format please, of any additional support materials such as DVD’s, programs, news articles or other printed materials. 2014 GoPro Mountain Games Budget TOTAL CASH & IN KIND REVENUE $2,225,300.00 EXPENSES Announcers $10,000.00 Auto Mileage $2,100.00 Awards Non-Cash & Gifts $3,500.00 Construction Materials & Equipment $122,300.00 Contract Labor $192,000.00 Credentials $3,500.00 Dues & Subscriptions $100.00 Entertainment $77,000.00 Insurance $17,000.00 Labor $306,000.00 Lodging $13,250.00 Mail - Postage/Shipping $1,300.00 Marketing, Adv, PR & Web $91,745.00 Demographic Survey $3,100.00 Media TV, Production & Distribution $186,000.00 Non-Social Food $8,750.00 Permits $15,450.00 Poster, Event Program, Bibs, Banners $24,500.00 Prizes - Cash $109,000.00 Sales Team Expenses $28,500.00 Signs $29,000.00 Social - Food & Beverage & Décor $16,000.00 Sound $22,000.00 Supplies, postage, shipping $2,400.00 Transportation $8,200.00 Trash, Utilities & Telephone $3,500.00 Website $21,000.00 In Kind Trades $771,000.00 TOTAL EXPENSES $2,088,195.00 Net Contribution Before Allocation $137,105.00 General & Admin & Capital Allocation $60,000.00 ACTUAL EVENT NET CONTRIBUTION $77,105.00 2013 Teva Mountain Games Budget TOTAL CASH & IN KIND REVENUE $2,076,500.00 EXPENSES Announcers $9,500.00 Auto Mileage $2,100.00 Awards Non-Cash & Gifts $3,500.00 Construction Materials & Equipment $101,000.00 Contract Labor $190,000.00 Credentials $3,500.00 Dues & Subscriptions $100.00 Entertainment $67,500.00 Insurance $16,500.00 Labor $265,000.00 Lodging $12,750.00 Mail - Postage/Shipping $1,000.00 Marketing, Adv, PR & Web $82,000.00 Demographic Survey $2,000.00 Media TV, Production & Distribution $175,000.00 Non-Social Food $7,500.00 Permits $6,800.00 Poster, Event Program, Bibs, Banners $23,500.00 Prizes - Cash $107,000.00 Sales Team Expenses $26,000.00 Signs $24,750.00 Social - Food & Beverage & Décor $15,000.00 Sound $20,000.00 Supplies, postage, shipping $2,000.00 Transportation $4,000.00 Trash, Utilities & Telephone $3,500.00 Website $21,000.00 In Kind Trades $756,000.00 TOTAL EXPENSES $1,948,500.00 Net Contribution Before Allocation $127,500.00 General & Admin & Capital Allocation ($60,000.00) ACTUAL EVENT NET CONTRIBUTION $67,500.00 Ceil Folz – President Michael Imhof – Vice President Sales & Operations John Dakin – Vice President Communications Robert Gaffney – Chief Financial Officer Kris Sable – Director of Vilar Performing Arts Center Board of Directors and positions: Judy Berkowitz Marlene Boll Bjorn Erik Borgen Jack Crosby Andy Daly Jack Eck Bill Esrey Tim Finchem Ceil Folz, President Harry Frampton, Chairman IN MEMORIAM: President Gerald R. Ford DIRECTORS EMERITUS: Adam Aron James Berry Craddock Pepi Gramshammer Steve Haber Elaine Kelton Pete Frechette Steve Friedman John Galvin John Garnsey Margie Gart Bob Gary George Gillett Donna Giordano Sheika Gramshammer Martha Head Michael Herman Robert Hernreich Al Hubbard Bill Hybl Yvonne Jacobs Chris Jarnot Rob Katz Kent Logan Peter May Brian Nolan Eric Resnick Douglas Rippeto Ken Schanzer Mike Shannon Stanley Shuman Rod Slifer Ann Smead Oscar Tang Stewart Turley Betsy Wiegers 2013 GoPro Mountain Games Study Prepared for: Vail Valley Foundation Prepared by: Intercept Insight, LLC PO Box 2078 Avon, CO 81620 970.331.1086 www.interceptinsight.com Which of the following best describe your lifestyle? (Please select all that apply) Other (specify) Video production/writing Statistic Value Total Responses 55 Which of the following best describes your current social class? Statistic Value Total Responses 55 How would you describe your home? Statistic Value Total Responses 55 What types of Summer destination trips do you take? (Please select all that apply) Statistic Value Total Responses 54 When it’s time for a party, what types of alcohol do you enjoy most? (Please select all that apply)... Statistic Value Total Responses 54 What are your favorite summer-time activities? (Please select all that apply) Statistic Value Total Responses 54 How many hours a week do you spend watching TV? Statistic Value Total Responses 54 How many hours a week do you spend on social media? Statistic Value Total Responses 53 How many hours a week do you spend reading books, newspapers, or magazines? Statistic Value Total Responses 53 How many hours a week do you spend listening to traditional radio? Statistic Value Total Responses 53 How many hours a week do you spend listening to ONLINE radio? Statistic Value Total Responses 53 How would you describe the vehicle(s) you drive? Statistic Value Total Responses 53 How many miles are on the car you currently drive? Statistic Value Total Responses 53 How much annually do you spend on gear? (Examples: Outer Wear, Mtn Bike, Kayak, Camping, Hunting, Fi... Statistic Value Total Responses 53 Do you own a dog? Statistic Value Total Responses 53 How much do you spend monthly on your dog? Statistic Value Total Responses 24 Your gender: Statistic Value Total Responses 53 Which of the following best represents your family status? Statistic Value Total Responses 53 Do you own or rent your home? Statistic Value Total Responses 53 What is your highest level of completed education? Statistic Value Total Responses 52 Which of the following income categories best represents your household income? Statistic Value Total Responses 49 Vail Valley Foundation Summer Mountain Games Survey Results June 2013 Prepared for: Vail Valley Foundation Prepared by: Intercept Insight, LLC PO Box 2078 Avon, CO 81620 970.331.1086 www.interceptinsight.com Table of Contents Table of Contents Objectives ………………………………………………………………………………………………………………………………………………………….. 1 Methodology ……………………………………………………………………………………………………………………………………………………. 2 Overview and Summary ………………………………………………………………………………………………………………………………….. 3 Highlights ……………………………………………………………………………………………………………………………………………………………. 4 Detailed Findings Attendee Details ……………………………………………………………………………………………………………………………… 6 Intention to Return …..…………………………………………………………………………………………………………………….. 10 Recommendation (Net Promoter Score) …………………………………………………………………………………………. 12 Loyalty Index ……………………………………………………………………………………………………………………………………. 14 Event Performance…………………………………………………………………………………………………………………………… 16 Media/Awareness ……………………………………………………………………………………………………………………………. 21 Spending Habits ……………………………………………………………………………………………………………………………….. 24 Attendance/Revenue Generation …………………………………………………………………………………………………….. 27 Accommodations …………………………………………………………………………………………………………………………….. 29 Geographical Data ……………………………………………………………………………………………………………………………. 32 Demographical Data …………………………………………………………………………………………………………………………. 34 Additional Data ………………………………………………………………………………………………………………………………… 41 End of Report INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 This was the fourth year the Vail Valley Foundation had invested in a third party research company, Intercept Insight, LLC, to conduct intercept surveys during the Summer Mountain Games to help quantify decisions and increase performance related to the Games. With this insight, the VVF is able to evaluate year-over-year economic contributions of the event, develop objectives to increase the overall performance, market effectively, and provide sponsors with valuable data regarding the event. The Vail Valley Foundation identified several objectives for this study. Objectives: Attendee details (e.g. reason for visiting Vail, prior attendance, loyalty) Intent to return to the event Quantify recommendations Evaluate event performance Estimate spending habits Estimate revenue generation Understand media effectiveness/awareness Obtain demographical and geographical data Determine accommodations, nights stayed, town stayed in, etc. Lifestyle/social class Venue access (e.g. drove, parking, bus ridership, etc.) Objectives 1 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 The Vail Valley Foundation and Intercept Insight designed a core set of questions intended to meet the objectives of the study, including some event specific questions. Once the survey was approved the questions were programmed into a survey design tool and then uploaded on handheld devices (PDA’s). The surveys were then conducted in-person using the handheld devices to collect the data. In-person intercepts were conducted on Thursday, Friday, Saturday, and Sunday (June 6, June 7, 8, 9, 2013) throughout the event locations. Surveyors were hired and trained to conduct the intercepts in a way so that a random representative sample of the population was being collected each day. Those surveyed must have been 18 years of age or older. A sample plan was designed, and a daily quota was met to ensure statistical validity. Once the daily quotas were met, the data was downloaded using a statistical software and prepared for analysis and reporting. Methodology 2 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 It is important to remember that this is a tool for gathering event attendees’ opinions and feedback. Many of the results are presented in terms of percentages. Intercept Insight, LLC encourages readers to consider the overall direction that is suggested rather than only the statistics. Note that the margin of error is different for every single question response on the survey depending on the sample sizes, proportion of responses, and number of answer categories for each question. As a general comment, it is sometimes more appropriate to focus attention on the general trends and patterns in the data rather than on the individual percentages. The VVF engaged Intercept Insight, LLC for research services/in-person intercepts during the 2013 Summer Mountain Games. These services included strategy and execution, survey development, programming, analysis, reporting, and staffing. Surveyors using handheld data collection tools (PDA’s) conducted in-person intercepts throughout the various venue locations within Vail, CO. 350 surveys were conducted over the course of the event, which provides a 5.2% margin of error at a 95% confidence interval with the data collected. The Town of Vail provided the VVF with the total number of vehicle transactions within the parking structures, and the number of cars parked along the frontage road during the course of the event. Using the total transactions, car counts, and data from specific survey questions, the total estimated attendance of the Summer Mountains Games was 53,579 with a +/- 20% margin for error. Using the estimated attendance and specific survey questions regarding accommodations, spending habits, and the percentage of those who came to Vail, CO specifically for the Summer Mountain Games, an estimated revenue generation for the Town of Vail, CO was calculated. The Summer Mountain Games was responsible for generating approximately $4.7M, with a +/- 20% margin for error, within the Town of Vail, CO . Overall Satisfaction with the Summer Mountain Games was extremely high with a mean satisfaction rating of 4.7 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied. The likelihood for the attendees to recommend the Summer Mountain Games was again very positive in 2013 earning a Net Promoter Score of 75. “Word of mouth” was the most selected option when asked “How did you he ar about the Summer Mountain Games?” The Net Promoter score reflects the popularity of the “word -of-mouth” recommendation of this event year- over-year. Locals made up 45% of the attendance, while 47% of the attendees were overnight guests, and 77% of the total attendees were from Colorado. 83% of those staying in paid lodging stayed in Vail, CO, and stayed an average of 3.1 nights. The mean age of the attendees was 36 (including a weighted average for children under 18), with 58% and 42% being male and female respectively. 29% of the population attended with a dog. Those staying in paid lodging outside of Vail chose to primarily because of the cost. Although campers were a small sample of the population, most were willing to pay a small fee for a tent village close to the venue. Overview and Summary 3 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Total completed surveys – 350 Sample size provides statistical validity with an error rate of 5.2% at a 95% confidence interval Estimated attendance – 53,579 (+/- 20% error level should be considered) Estimated revenue generated to the Town of Vail - $4.7M (+/- 20% error level should be considered) Net Promoter Score – 75 Overall Satisfaction – 4.7 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) 85% of the attendees came to Vail, CO specifically for the Summer Mountain Games 60% of the attendees had attended the Summer Mountain Games in the past Average number of days attended – 2.3 Favorite event – Dock Dogs One Change – Parking, additional F&B vendors, and better viewing “Word-of-mouth” and “Newspapers” were selected most when asked, “How did you hear about, and/or where did you see advertising for the Summer Mountain Games?” 83% of the attendees staying in paid lodging stayed in Vail, CO 88% are “Very” or “Extremely Likely” to return in the future 74% of the first time visitors are “Very” or “Extremely Likely” to return in the future Average nights stayed in paid lodging in Vail, CO – 3.1 Average group size of those lodging in Vail, CO – 3.8 Average age (including a weighted average for children) - 37 Estimated number of room nights generated by the SMG – 5,391 Estimated average nightly rate in Vail- $219 Highlights 4 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Attendee Details Attendance 85% of the attendees planned their trip to Vail, CO specifically for the Summer Mountain Games year-over-year. In 2013, spectators attended the SMG an average of 2.3 days. 6 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% I came for the event Heard about the event after I arrived 90% 10% 86% 14% 94% 6% 85% 15% SMG - Reason for Visiting Vail 2010 2011 2012 2013 N = 350 0% 20% 40% 60% 80% 100% 1 Day 2 Days 3 Days 4 Days 21% 34% 27% 18% 27% 36% 24% 12% 24% 30% 26% 20% 26% 29% 31% 13% SMG - Attendance 2010 2011 2012 2013 N = 350 Average days in attendance - 2.3 Attendance On average, 38% are first-time SMG attendees. Retention remains strong with nearly 62% of the attendees returning year-over- year. On average, 20% of the respondents have attended the Games for 5+ years. 7 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% First Time SMG Attendees Attended SMG in the Past 32% 68% 36% 64% 44% 56% 40% 60% SMG - Prior Attendance 2010 2011 2012 2013 N = 350 0% 20% 40% 60% 80% 100% 44% 14% 14% 8% 6% 3% 2% 1% 0% 2% 6% 40% 11% 13% 10% 9% 3% 4% 1% 3% 9% SMG - Prior Attendance 2010 2011 2012 2013 N = 350 Attendance 8 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Thursday Friday Saturday None 21% 8% 34% 54% 9% 24% 24% 61% SMG - Concert Attendence (Multiple Response) 2010 2011 2012 2013 Intention to Return Intention to Return 86% are “Very likely” or “Extremely likely” to return to the Summer Mountain Games year-over- year. On average, 74% of the first-time attendees are “Very likely” or “Extremely likely” to return to the Summer Mountain Games in the future. 10 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Not at all likely Not very likely Somewhat likely Very likely Extremely likely 0% 1% 13% 29% 57% 2% 2% 12% 26% 57% 0% 2% 9% 39% 50% 1% 4% 7% 39% 48% SMG - Intention to Return 2010 2011 2012 2013 N = 350 On average, 86% are 'Very' or 'Extremely likely' to return in the future. 0% 20% 40% 60% 80% 100% Not at all likely Not very likely Somewhat likely Very likely Extremely likely 1% 1% 24% 29% 44% 4% 5% 20% 32% 39% 1% 3% 17% 42% 37% 1% 10% 14% 45% 29% SMG - First-time Attendees Intent to Return 2010 2011 2012 2013 N = 139 On average, 74% of first-time attendees are 'Very' or 'Extremely likely' to return in the future. Recommendation Recommendation The Net Promoter Score is calculated via the following question: “On a scale of 0 to 10, where 0=Not at all likely and 10=Extremely likely, how likely are you to recommend the Summer Mountain Games to a friend or family member? Those who rate a ‘9’ or ‘10’ are called “Promoters”. Those who rate a ‘7’ or ‘8’ are called “Passive Supporters”, and those who rate ‘0’ to ‘6’ are called detractors. The Net Promoter Score (NPS) is calculated by subtracting the percentage of Detractors from the percentage of Promoters. 12 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0=Not at all likely 1 2 3 4 5 6 7 8 9 10=Extremely likely Li k e l i h o o d t o R e c o m m e n d 2013 SMG - Net Promoter Score Passive Supporters - 20.3% Detractors - 2.6% Promoters - 77.1% 2010 NPS - 73 2011 NPS - 70 2012 NPS - 75 2013 NPS - 75 N = 350 Intercept Insight Loyalty Index Intercept Insight Loyalty Index In order to improve on loyalty, you must be able to measure it. The Intercept Insight Loyalty Index is designed to measure loyalty based on two questions: ‘How likely is it that you will return in the future?’, and ‘How likely is it that you will recommend the SMG to a friend/family member?’ The Intercept Insight Loyalty Index bases loyalty on those who are highly likely to return and those who are highly likely to recommend. The combined percentages is considered to be the loyalty index. The 2013 Summer Mountain Games Intercept Insight Loyalty index is 73. 14 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 72 73 0 10 20 30 40 50 60 70 80 90 100 0% 20% 40% 60% 80% 100% 2010 2011 2012 2013 Lo y a l t y S c o r e Lo y a l t y D i s t r i b u t i o n SMG - Loyalty Index Loyal Attendees Non-loyal Attendees Loyalty Score Event Performance Hierarchy of Customer Satisfaction Needs Basic Requirements Met Promised Requirements Met Satisfaction Scores from 4.5 – 5.0 Attractive Surprises Met Satisfaction Scores from 1.0 – 3.4 Satisfaction Scores from 3.5 – 4.4 The Customer Delight Principle was designed to identify shortcomings within a business and to improve satisfaction. Satisfaction can be measured along a continuum and can be broken out into three major points: •Discontentment – customers needs are simply not being met. •Merely Satisfied – meeting customers needs, but not doing enough to distinguish among competition. •Delighted – meeting and exceeding the customers needs and expectations Terry Keiningham and Terry Varva, 2001,The Customer Delight Principle, Google Book Search, viewed 6/23/2008, http://books.google.com/books?id=ot8oD9B2Ck8C&dq=cus tomer+Delight+Prinicple&pg=PP1&ots=VOXp3xEU0J&sig=9 VbRewC5X8MN3xs2vDpmuS9muNk&hl=en&sa=X&oi=book_ result&resnum=1&ct=result 16 Attribute Satisfaction Each person surveyed was asked to rate their satisfaction level with several attributes of the Summer Mountain Games on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied. This graph displays the percentage of those who rated a ‘4’ or ‘5’, as well as the mean satisfaction rating of each attribute. According to the Hierarchy of Customer Satisfaction Needs, the VVF has “Delighted” the guests of the Summer Mountain Games in Overall Satisfaction, Diversity of the kid/family friendly activities, availability of F&B, and Ability to view the competitions. The guests are “Merely Satisfied” with all other attributes measured. The ability to view the competitions had the most impact on the attendees’ overall experience in 2013. 17 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 98% 98% 96% 90% 86% 78% 58% 96% 99% 94% 90% 84% 83% 62% 97% 97% 96% 90% 83% 84% 60% 4.7 4.9 4.7 4.4 4.4 4.2 3.7 4.7 4.9 4.7 4.5 4.4 4.3 3.7 4.7 4.3 4.7 4.3 4.5 4.8 3.6 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 0% 20% 40% 60% 80% 100% 120% 140% Overall Satisfaction Friendliness of staff/volunteers Diversity of kid/family friendly activities Scheduling of the event/activities Availability of food and beverage Ability to view the athletic competitions Parking SMG - Event Attribute Ratings Percentage who rated a '4' or '5' 2011 Percentage who rated a '4' or '5' 2012 Percentage who rated a '4' or '5' 2013 Mean Rating 2011 Mean Rating 2012 Mean Rating 2013 Favorite Event The attendees were asked if they had a favorite event during the Summer Mountain Games. Many provided multiple events. The top favorite events year-over-year are categorized as Dock dogs, Kayaking, and Slackline. 18 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 33% 24% 0% 19% 12% 3% 0% 4% 0% 0% 3% 2% 25% 16% 11% 19% 16% 2% 3% 1% 1% 2% 1% 1% 31% 20% 16% 12% 12% 3% 2% 2% 1% 1% 1% 0% 0% SMG - Favorite Event 2010 2011 2012 2013 N = 350 “One Change” Comments 19 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 2013 Summer Mountain Games - "One Change" Comments Wheelchair accessibility Water stations for dogs Water Viewing Viewing Viewing Viewing Viewing Vendors Viewing Tents Signs/info Signs Signage Signage Shade/drinks Shade Seating Seating Seating Seating Seating Seating Scheduling posted Scheduling finals Restrooms Restrooms Relocate climbing Reduce costs to compete Price of beer Post results Parking Parking Parking 2013 Summer Mountain Games - "One Change" Comments Parking Parking Parking Parking Parking Parking Parking Parking Parking Parking Parking Parking Parking Parking Parking Non smoking event Move music further away Move climbing More vendors More parking More water More vendors More vendors More swag, parking, camping area More swag More stands More signage More shade covered area More samples More restrooms More raffles More parking More posters More photographers 2013 Summer Mountain Games - "One Change" Comments More parking More parking More parking More music More kid friendly things More info More free food More free food More free food More free beer More free More food vendors More food vendors More food options More food More food More food More food More food More events More events More events More drink stations More detail on brochure More days More concerts More bike events More beverages More beer tents More beer tents Longer on Sunday Longer Little kids Lionshead events 2013 Summer Mountain Games - "One Change" Comments Less $ for food-bev and registration Later boots Handicap parking Handicap parking Getting camps set Free water Free stuff Free stuff Free stuff Free stuff Free food Free food Food vendors Food vendors Food vendors Food and bev in Golden Peak Food vendors Expand Escort seniors Easier access/golf cart Downhill mtn biking Downhill bike Dogs on shuttle Dock dogs 4 days Closer venues Climbing in town - Lionshead parking Climbing wall Climbing closer Climbing closer Climbing closer Climbing back over Chairs Camping Camper parking 2013 Summer Mountain Games - "One Change" Comments Buses Bleachers/seating Bleachers Bleachers Bleachers Bleachers Biking on sat Better viewing Better viewing Better viewing Better signs Better screen for wc/no ads when climbing Better music Better handicap parking Better concerts Better athlete registration Better access Better viewing Beer tent, climbing back to center App for map Activities in Lionshead Activities Media/Awareness Media 21 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 43% 48% 19% 9% 2% 8% 8% 5% 2% 7% 12% 1% 50% 37% 12% 2% 2% 8% 8% 2% 3% 5% 4% 0% 61% 20% 10% 8% 2% 5% 2% 2% 5% 2% 5% 4% 0% 56% 33% 15% 11% 7% 4% 3% 3% 3% 3% 2% 1% 1% 0% SMG - Media/Awareness (Multiple Response) 2010 2011 2012 2013 Vail Valley Foundation Awareness 22 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Yes - the Vail Valley Foundation No - but mentioned Teva No - but mentioned GoPro No, but mentioned Eddie Bauer No - does not know 17% 3% 56% 0% 24% SMG - Event Producer 2010 2011 2012 2013 N = 350 Do you know who the event producer of the Summer Mountain games is this year? 2010 2011 2012 2013 Yes - VVF 50% 29% 23% 17% No, or Other 50% 71% 77% 83% Spending Habits Spending Habits 24 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 $0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 Lodging Spend Dining Spend Gear Town Spend Retail Spend Activities Spend Total $1,168,561 $715,896 $370,323 $221,719 $166,146 $2,642,645 2013 SMG - Household Spending of Guests Staying in Paid Lodging Only those who came for the Event Lodging Spend is equal to only those who stayed in paid lodging within Vail. $0 $500,000 $1,000,000 $1,500,000 Dining Spend Gear Town Spend Retail Spend Activities Spend Total $552,648 $268,928 $188,607 $192,287 $1,202,469 2013 SMG - Household Spending of All Other Overnight Guests Only those who came for the Event Spending Habits 25 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 $0 $20,000 $40,000 $60,000 $80,000 $100,000 Dining Spend Gear Town Spend Retail Spend Activities Spend Total $44,467 $23,039 $18,431 $- $85,937 2013 SMG - Household Spending of In-state Day Visitors Only those who came for the Event $0 $200,000 $400,000 $600,000 $800,000 $1,000,000 Dining Spend Gear Town Spend Retail Spend Activities Spend Total $381,639 $267,720 $161,274 $3,329 $813,962 2013 SMG - Household Spending of Local Visitors Only those who came for the Event Attendance and Revenue Generation Estimated Attendance and Revenue Generation 27 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 This graph represents the estimated Total Attendance, Total People, and Gross Revenue Generation for the Town of Vail, year-over-year. The “Total Attendance” estimation is based on the total number of vehicle transactions within the parking structures (provided by the TOV), cars parked along the frontage road during the event, percentage of attendees who drove, average group size, and other survey data variables. “Total People“ accounts for the average number of days in attendance. “Total People (Came for Event)” accounts for the percentage of those who planned their trip to Vail for the event, and is the sample set used for the estimated “Gross Revenue Generation”. 35,037 42,051 43,889 53,579 14,599 17,521 18,287 23,066 13,139 15,068 17,190 19,705 $3,424,560 $3,747,104 $3,748,904 $4,745,013 $30,000 $1,030,000 $2,030,000 $3,030,000 $4,030,000 $5,030,000 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 2010 2011 2012 2013 SMG - Estimated Attendance and Revenue Generation Total Attendance Total People Total People (Came for Event) Gross Revenue Generation Accommodations Accommodations 29 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Paid Lodging Friends/Family 2nd Home Timeshare Primary Residence Day Trip Camping 29% 9% 5% 5% 49% 3% 0% 21% 11% 5% 6% 49% 2% 6% 26% 11% 4% 2% 43% 6% 8% 23% 9% 6% 4% 45% 8% 5% SMG - Accommodations 2010 2011 2012 2013 N = 350 0% 20% 40% 60% 80% 100% 1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+ 42% 38% 11% 5% 1% 2% 43% 37% 14% 3% 1% 2% 45% 45% 9% 1% 0% 0% 44% 38% 15% 1% 1% 1% SMG - Nights Stayed Categories (All Accommodations) 2010 2011 2012 2013 N = 163 Average nights stayed (all accommodations) - 3.5 Average nights stayed (PL in Vail) – 3.1 Accommodations 30 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 65% 9% 4% 2% 1% 3% 3% 3% 1% 1% 3% 71% 4% 3% 0% 4% 2% 6% 1% 1% 1% 3% 71% 12% 4% 3% 2% 2% 2% 1% 1% 1% 1% 1% SMG - Town Stayed In 2010 2011 2012 2013 N = 164 0% 20% 40% 60% 80% 100% Cost of Lodging Availability of Lodging Other Pet Friendly Lodging Family Atmosphere 50% 21% 14% 7% 7% SMG - Reasons for not Staying in Paid Lodging in Vail (Multiple Response) 2010 2011 2012 2013 Accommodations 31 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Yes No 69% 31% SMG - Would you be willing to pay a small fee for a tent village near the venue? (Asked only of those who were camping) 2010 2011 2012 2013 N = 16 Geographical Data Geographics 33 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Local In-State Day In-State Overnight Out-of-State International 47% 4% 28% 20% 2% 49% 5% 23% 21% 2% 43% 9% 33% 15% 1% 45% 9% 24% 21% 2% SMG - Market Segment 2010 2011 2012 2013 N = 350 0% 20% 40% 60% 80% 100% Colorado Arizona Texas Utah Kansas 80% 1% 2% 0% 0% 77% 2% 2% 2% 0% 83% 1% 1% 1% 0% 77% 3% 3% 2% 2% SMG - Top Five States of Origin 2010 2011 2012 2013 Demographical Data Demographics 35 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Self Spouse or significant other Friends Only Family (including children) Family (not including children) Conference Group 19% 20% 26% 27% 4% 1% 4% 12% 22% 32% 26% 6% 0% 2% 19% 26% 28% 17% 8% 0% 2% 13% 27% 27% 21% 10% 2% SMG - Who Attended With 2010 2011 2012 2013 N = 350 0% 20% 40% 60% 80% 100% Yes No 96% 4% 72% 28% SMG - Are you attending with children under 18? (Asked only of those who attended with "Family (including children)") 2010 2011 2012 2013 N = 74 72% of those attending with their family (including children), were with children under 18 years of age. The average family (including children) attended with 2.9 children. The average age of children under the age of 18 in attendance was 8.5 years of age. Demographics 36 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Married w/ children living at home Married w/ children not living at home Married w/o children Single w/ children living at home Single w/ children not living at home Single w/o children 27% 12% 15% 4% 2% 41% 23% 11% 14% 2% 3% 46% 20% 11% 15% 2% 1% 51% 19% 17% 18% 2% 2% 43% SMG - Family Status 2010 2011 2012 2013 N = 341 0% 20% 40% 60% 80% 100% Own Rent 57% 43% 54% 46% 65% 35% SMG - Own vs. Rent 2010 2011 2012 2013 N = 339 Demographics 37 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% High School Some College Associates Degree (2 year) Bachelors Degree (4 year) Post Graduate Degree 8% 15% 5% 50% 22% 4% 14% 7% 48% 26% SMG - Education Level 2010 2011 2012 2013 N = 297 0% 20% 40% 60% 80% 100% Student $0 - $24,999 $25,000 - $54,999 $55,000 - $74,999 $75,000 - $99,999 $100,000 - $199,999 $200,000 - $499,999 $500,000+ 8% 6% 21% 18% 16% 24% 5% 3% 12% 8% 20% 15% 15% 24% 4% 1% 8% 9% 21% 15% 19% 18% 8% 2% 5% 6% 17% 14% 17% 29% 9% 3% SMG - Income Categories 2010 2011 2012 2013 N = 273 Demographics 38 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 2% 6% 33% 26% 18% 11% 4% 2% 8% 36% 22% 15% 13% 3% 5% 9% 36% 21% 16% 10% 3% 2% 5% 30% 21% 23% 16% 3% SMG - Age Categories (Does not include children under 18) 2010 2011 2012 2013 N = 329 Average age of respondents - 41 Weighted average age of attendees (including children) - 37 0% 20% 40% 60% 80% 100% Male Female 54% 46% 57% 43% 56% 44% 58% 42% SMG - Gender 2010 2011 2012 2013 N = 339 Demographics 39 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Upper Middle Class (Upper managerial, professional) Middle Class (Intermediate managerial, professional) Lower Middle Class (Supervisor, professional) Skilled Working Class (Skilled manual workers) Working Class (manual workers) Retired 29% 48% 16% 6% 0% 0% SMG - Social Class 2010 2011 2012 2013 N = 292 0% 20% 40% 60% 80% 100% Outdoor enthusiast (camping, hunting, fishing) Sports enthusiast (hiking, biking, skiing) Traveler Health and fitness Wine & Foodie Home enthusiast (gardening, pet owner, avid reader) Tech enthusiast Hobbies and interests (collector, crafts, home shop) Investment & money Other (specify) 71% 68% 45% 39% 26% 25% 4% 3% 2% 0% SMG - Lifestyles (Multiple Response) 2010 2011 2012 2013 Additional Data Additional Data 41 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Drove (parked in Vail Village) Drove (parked in Lionshead) Drove (parked in other lot) Took the bus Walked/road a bike 40% 22% 17% 5% 16% SMG - Venue Access (Asked only of those not staying in paid lodging within Vail) 2010 2011 2012 2013 N = 245 0% 20% 40% 60% 80% 100% Yes No 22% 78% 29% 71% SMG - Was the respondent attending with a dog? 2010 2011 2012 2013 N = 339 End of Report 2013 STAKEHOLDERS REPORT Dear Friends, We are sincerely grateful for your business and partnership. The success of the GoPro Mountain Games is directly attributable to 80+ 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. 2013 was a year of many changes and we thank all of you for helping to make it the most well attended Mountain Games to date. 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 MESSAGE TO OUR PARTNERS Photo © Zach Mahone 2013 STRENGTHS: Expanded national television package with three unique shows on NBC Sports Network and multiple re-airings on Universal Sports (x9 minimum) and Outside Television (x9 minimum). GoPro as new title partner. Secured multiple top tier public relations placements including CNET, Spike TV, Outside Magazine, Gizmodo, GrindTV and others. Elevated Slopestyle and Slackline events. Slopestyle as an FMB Silver event and the 2013 World Championships of Slackline in addition to the return of the only World Cup Bouldering event in the United States. Continued growth for social media properties including Facebook, Instagram and Twitter. 467K ++ engagements across multiple platforms via the Mountain Games and our family of partners. Dogs. Increased participation in all DockDogs events and high social engagement for all things four legged. LOOKING TO THE FUTURE: Expanded music/artists and more integration of music throughout the event. 2013 acts left a bit to be desired (GROUPLOVE cancelled). Disparate location in Golden Peak East for IFSC Bouldering World Cup and fly fishing. An increased focus on out of market and international attendees and competitors. Capitalizing on high-value TV events/tailoring current events for a TV audience. Photo © Zach Mahone QUICK FACTS ATHLETE REGISTRATIONS 2,358 Unique Athlete Registrations 2,846 Total Competition Starts VAIL ECONOMIC IMPACT $4.7M Estimated revenue generated to the Town of Vail SPECTATORS 53,579 (+22% over 2012) 83 Brand Partners (Not including Lodging or Media) MARKETING IMPRESSIONS 226,513,382 PR IMPRESSIONS 183,275,558 TELEVISION 594,000,000 Potential US HH Reach 528,000 Estimated viewers 2013 PARTNERS EVENTS BY THE NUMBERS YEAR ATHLETES SPECTATORS MKTG IMP. MEDIA $ 2013 2,358 unique 2,846 starts 53,579 226,513,382 $3,711,990 2012 2,550 unique 2,972 starts 43,889 389,880,937 $3,349,960 2011 2,417 unique 2,798 starts 43K – 45K 373,801,334 $6,692,684 2010 2,174 unique 2,593 starts 37K – 39K 314,090,386 $2,002,552 2009 1st Year VVF 1,952 unique 2,269 starts 40,000 165,067,323 $2,104,445 2008 1,778 35,000 120,000,000 $736,000 2007 2,008 33,000 273,523,036 $1,600,000 2006 1,447 28,000 432,887,479 $2,100,000 2005 1,031 22,0000 207,505,097 $1,994,673 2004 946 18,000 106,413,862 $1,547,812 2003 574 12,000 1,113,218 $789K 2002 251 6,000 550K $250K THROUGH THE YEARS GMG EVENT: REGISTERED ATHLETES WEBSITE VISITS BIKE (Combined) 607 12,700 Slopestyle 55 2,485 XC MTB (All) 471 6,995 Road Bike TT (All) 135 3,220 CLIMB (Combined) 280 7,483 Bouldering WC 85 5,176 Citizen Climbing 121 1,423 Youth Climbing 74 748 DOGS (Combined) 489 10,576 Speed Retrieve 352 1,117 Extreme Vertical 684 Big Air 2,225 Rocky Dog 63 2,130 Mud Run 74 4,420 FISH 2 Fly X-Stream 60 1,713 KAYAK (Combined) 191 5,935 Steep Creek 45 2,338 Freestyle 45 1,175 8 Ball 42 1,161 DR Sprint 59 1,261 RAFT Cross 48 865 SLACKLINE WC 34 3,647 SUP (Combined) 92 1,999 SUP Sprint 55 1,317 SUP Cross 37 682 ULTIMATE MTN CH. 53 4,089 RUN (Combined) 952 11,970 10K Spring Runoff 327 4,289 Mud Run 492 4,420 1/2 Marathon 133 3,261 PHOTO COMP 60 1,672 ATHLETES BY EVENT Photo © Zach Mahone MARKETING SUMMARY 226,513,382 Marketing Impressions $3,711,990 TTL Media Value IMPRESSIONS MEDIA VALUE Website 260,164 N/A Social 15,453,967 $78,908 Print 9,063,436 $609,330 TV Advertising 796,889 $20,173 Public Relations 183,275,558 $2,651,091 Digital 5,451,273 $62,950 Mobile App 735,347 $9,316 Email 8,072,312 $19,572 Radio 2,876,436 $88,250 TV Show(s) 528,000 $172,400 2013 CREATIVE Printed Venue Map: Program Book: Preliminary Print Creative: Final Creative/Poster: Remnant Space Photo Creative: Official Event Sticker: Venue Signage: Digital Creative (Static): Event Credentials: Mobile Website: Website: Photo © Zach Mahone TELEVISION SUMMARY 594,000,000 Potential US HH Reach 528,000 * Estimate viewers $ 172,000 Media Value * Does not include Outside TV distribution or DVR/recorded viewership. 2013 BREAKDOWN 3 Hours NBC Sports Network: Three unique one-hour shows broadcast nationally on 6/23/13, 7/02/13 & 7/09/13 to 78MM potential U.S. households each broadcast. Universal Sports Re-Airings: Each unique one-hour show (x3) to be re-broadcast on Universal Sports Network nationally no less than three times to 40MM potential U.S. households. Outside Television Re-Airings: Each unique one-hour show (x3) to be re-broadcast on Outside Television nationally no less than three times. Photo © Connor Walberg PRINT ADVERTISING PUB FREQ DATES CREATIVE/NOTES Outside Magazine * Includes Eukanuba Advertorial 6 Apr., May, Buyers Guide, Jun., Oct. Full Page 4C Eddie Bauer Catalogue 1 Summer Resource Double Truck 4C Colorado Event Guidebook 1 Summer Guide Full Page 4C/Back Cover Canoe & Kayak 2 Feb/Beginners Guide, May Full Page 4C Elevation Outdoors 1 May Full Page 4C Competitor Magazine 2 Keeper, May Issues ½ Page 4C SUP Magazine 1 April Beginners Guide Full Page 4C Trail Runner 1 May ¼ Page 4C Red Bulletin 1 May Full Page 4C NEWSPAPER Denver Post 4 May 22, 27, 30 June 4 3 columns (5.5) x 7 4C & ¼ Page 4C Vail Daily 1 Insertion June 2 Official Event Program Vail Daily 62 April-June Daily Full Page 4C, 2/3 Page 4C & Remnant 4C Westword 1 May 30 ¼ Page 9,063,436 Combined Audience $609,330 Print Value (No print value assigned for Eddie Bauer Summer Resource Catalogue) Photo © Connor Walberg DIGITAL ADVERTISING WEBSITE RUN DATES IMP. Competitor.com March-May 821,000 Rocknroll.competitor.com April-May Triathalete.com May Denverpost.com Adtaxi targeting sports & travel; DP web apps, iPad app + interstitials May – June 818,506 MountainFlyer.com April-May 30,000 Rockandice.com May N/A Westword.com May/June 60,000 VitalMTB.com May/June 149,607 Pandora May-June 631,467 MTBR.com April-May 308,002 MountainBuzz.com March-June 114,349 ClearChannel/93.3 Denver May-June 54,970 MountainOnline.com May – June 708,000 GearJunkie.com May-June 25,000 VLMD Display & Paid Search May – June 1,200,000 Google Display Network May-June 103,254 Facebook Ads Feb – July 427,118 5,451,273 Impressions $62,950 Media Value 13,982 Clicks (2.02% avg. CTR) Photo © Zach Mahone RADIO ADVERTISING RADIO STATION DATES QUANTITY/FREQUENCY KZYR 97.7fm Vail Valley (The Zephyr) May - June 45 athlete/sponsor interviews 126 :60 spots 50 :30 spots 150 :15 spots KSNO Aspen May – June 84 :30 spots KBCR FM Steamboat Springs May – June 84 :30 spots KBCR AM (ESPN) Steamboat Springs May – June 84 :30 spots KALC 105.9fm Denver (Alice 105.9) May – June 25 live mentions/giveaways 10 recorded mentions/spots *Bud Light GMG Promos KTCL 93.3fm Denver (ClearChannel) May – June 200 promotional mentions 36 :30 spots 54 :30 streaming spots * + Eddie Bauer in-store promos 2,876,436 Combined Audience $88,250 Media Value Photo © Zach Mahone EMAIL BLASTS SENDER DATE QUICK FACTS MG/VVF Database Feb –May 2012 x13 24.4% Avg. Open Rate 5.08% Avg. CTR Eddie Bauer May, June, July USA Climbing May Westword Events Blast May x1 Elevation Outdoors May/June x5 Trail Runner May x2 MTBR.com May 93.3 KTCL/ClearChannel June Mountain Magazine June Slifer Smith & Frampton June Freestyle Mtn. Bike World Ture May Vail Epic Pass May/June 8,072,312 Impressions $19,572 Media Value 76,883 Clicks Photo © Rick Lohre TV ADVERTISING TV CHANNEL RUN UNITS Denver Interconnect through Comcast Discovery ESPN 2 ESPN MTV NBC Sports National Geographic Travel Channel Green Network Spike TV Altitude May - June :30 Channel 4 CBS Denver VLMD Buy May-June :30 TV 8 Vail May – June 120 live mentions 16 “Good Morning Vail” live interviews :30 Outside TV May - June :30 * Significant decreases over 2012 due to the inability to re-air “Teva Mountain Games” 2012 one hour broadcast 796,889 Impressions $20,173 Media Value Photo © Zach Mahone PR SUMMARY HOSTED MEDIA 403 Media Placements 183,275,558 Impressions Earned $2,651,091 Media Value GoPro Media Fam •Gizmodo •Outdoor Photographer •Digital Photo Pro •Grind Media •SUP •Clubic.com •Pocket-Lint •MSN •Elevation Outdoors •Backpacker •Women’s/Men’s Health •GeekMom.com •GearJunkie.com •Vail Daily VVF Hosted Media •Paddling Life •Mountain Flyer •Gear Patrol •Gear Junkie •Competitor •Outside Magazine •Mountain Magazine •Velo News •Women’s Running •Spike TV •Louder Than Eleven *Report prepared by Backbone Media with Cision Photo © Zach Mahone PR BY THE NUMBERS Coverage Breakdown 264 Media Credential Applications Requested (190 picked up) 94 Photo/Video Armbands Designated (77 picked up) Report prepared by Backbone Media with Cision PR HIGHLIGHTS Outlet: Gizmodo Date: June 12, 2013 Featured: GoPro Mountain Games Gizmodo.com previewed GoPro’s new software while at the 2013 Summer Mountain Games. Outlet: Outside Magazine Date: Summer 2013 Featured: GoPro Mountain Games “One of the coolest things about the games(in addition to the parties, concerts, and films) is that everybody, from elite pros like Olympic slalom kayaker Mike Dawson and five-time Bouldering World Cup champion Kilian Fischhuber to wannabes like us, competes side-by-side.” Outlet: Cnet.com Date: June 20, 2013 Featured: GoPro Mountain Games “It's safe to say that our expectations of the GoPro Mountain Games, and the entirety of Vail Colorado, were greatly exceeded.” Outlet: SpikeTV.com Date: June 16, 2013 Featured: GoPro Mountain Games Dhani Jones and the SpikeTV crew featured several GoPro Mountain Games events and interviewed multiple athletes in Vail. Outlet: Grind TV Date: June 12, 2013 Featured: GoPro Mountain Games "Some of the world's best creek paddlers, rock climbers, and mountain bikers headed to Vail, Colorado for the annual GoPro Mountain Games." Outlet: Outside Online Date: June 4, 2013 Featured: GoPro Mountain Games Bike Events “I really enjoy racing on courses that are really good and events that are really high quality,” Jeremy Hogan-Kobelski on the Mountain Games. *Report prepared by Backbone Media with Cision Photo © Rick Lohre WEBSITE AT A GLANCE 2013 WEB STATS February 15 – July 11, 2013 114,075 Site Visits 71,712 Unique 260,164 Page Views 60.30% New Visitors 2:42 Avg. Time Event Snapshot 6/3 – 6/10/13 32,427 Site Visits 20,797 Unique 90,294 Page Views 52.60% New Visitors 3:32 Avg. Time February 15 – July 11, 2013 Top Content Schedule Results Register XC Mtn. Bike Bouldering WC Mud Run 10K UMC Top Markets Colorado California Washington Texas New York Utah Illinois Oregon Shares Top Outlets Twitter Facebook Email Tumblr Visits From Social 8,439 Top Social Outlets Facebook (88%) Twitter (9%) Blogger (.59%) Flickr (.58%) YouTube (.19%) Event Snapshot 6/3 – 6/10/13 Top Content Results Schedule Bouldering WC XC Mtn. Bike Register Road Bike 10K UMC Top Markets Colorado California Washington Texas Utah Oregon New York Illinois Shares Top Outlets Twitter Facebook Email Flickr Visits From Social 2,317 Top Social Outlets Facebook (81%) Twitter (15%) Blogger (.95% Flickr (.73%) LinkedIn (.39%) 2013 TOP WEBSITE CONTENT MOBILE APP Photo © Rick Lohre Pre-Event Scavenger Hunt 34,462 Impressions 139 Pings Created | 34,462 Views |123 Claims On-Site Event Activations 700,885 Impressions 292 Pings Created | 42,288 Views | 3,078 Claims $9,316 Media Value Overview: VVF/Mtn. Games partnered with FOMO Media to implement a mobile app platform capable of sharing event information while activating partner/merchant offers at a hyper-local level. In addition, behavioral and demographic data was also collected to better understand the flow of on-site event attendees. - Real time interactive geolocation based FOMO Sonar Map - Countless “pings” created on map containing exclusive content, giveaways and partner offers redeemed by event attendees. Pre-Event National Scavenger Hunt: Worked directly with 21 key sponsors the weekend before the event. 139 prizes valued at over $10,000 went live across the country and were redeemed. Winners had to claim their prizes on-site in Vail. All prizes were redeemed. Scavenger Hunt winners continued to engage with partners throughout the event as they used social media to post pictures of themselves with their new gear. SOCIAL MEDIA SUMMARY Photo © Rick Lohre 15,453,967 Total Social Media Impressions $78,908 Total Social Media Value 467,317 Total Social Media Engagements 13,633,286 Facebook Impressions 1,395,511 Twitter Impressions 234,270 Video Views 190,900 Instagram Impressions $68,166 Facebook Media Value $6,977 Twitter Media Value $2,811 Video Media Value $954 Instagram Media Value 152,520 Facebook Engagements Likes/Comments/Shares 5,442 Twitter Engagements RT/Favorite/Mentions 4,842 Video Engagements Likes/Comments/Shares 304,513 Instagram Engagements Likes/Comments ONLINE VIDEO Photo © Rick Lohre 234,270 Video Views $2,811 Media Value Videos @ A Glance Official Event/Partner Video Views 186,978 Organic YouTube Video Views 20,621 Uploaded Facebook Video Views 6,671 GearJunkie.com Live Event Shows 23,000 ENGAGEMENT Likes Facebook & YouTube Dislikes YouTube Comments Facebook & YouTube Shares Facebook 4,147 35 266 394 4,842 TTL Engagements Most Popular Videos 1.) Slopestyle Course Preview (GoPro) 2.) :30 2013 Commercial (VVF) 3.) Full Experience in 52 Seconds (GearJunkie) 3.) DockDogs Course Preview (GoPro) 4.) A Day at GMG (VVF) 5.) Steep Creek Highlights (VVF) 6.) Slopestyle (VitalMTB) FACEBOOK Photo © Rick Lohre FACEBOOK INSIGHTS February 15 – July 11, 2013 Impressions 13,633,286 (D) Engaged Users 194,156 (D) Page Reach 5,811,639 (D) New “Page Likes” 4,613 Event Snapshot 6/3 – 6/10/13 Impressions 4,008,996 (D) Engaged Users 67,179 (D) Page Reach 1,773,251 (D) New “Page Likes” 1,382 FACEBOOK ENGAGEMENT February 15 – July 11, 2013 Post Likes 73,768 (VVF) Comments 6,535 (VVF) Post Shares 2,049 (VVF) = 86,965 (VVF) Event Snapshot 6/3 – 6/10/13 Post Likes 4,629 Comments 600 Post Shares 642 = 5,871 (VVF) Key Partner Brands = 152,520 ++ FB Engagements 13,633,286 Facebook Impressions 239,485 Facebook Engagements (Likes, Comments, Shares) $68,166 Facebook Media Value Photo © Rick Lohre INSTAGRAM INSTAGRAM ENGAGEMENT February 15 – July 11, 2013 Likes 6,628 (VVF) Comments 78 (VVF) = 6,706 (VVF) Key Partner Brands = 304,513 ++ Engagements 190,900 Instagram Impressions 1,116 Photos Tagged #GoProMtnGames 246 tagged #MountainGames 311,219 Instagram Engagements 0 – 1,609 Followers – New Account $954 Instagram Media Value TWITTER Photo © Zach Mahone TWITTER ENGAGEMENT February 15 – July 11, 2013 RT 360 (VVF) Favorites 77 (VVF) Mentions 833 (VVF) = 1,270 (VVF) Key Partner Brands 5,442 ++ Engagements 2013 TWITTER HIGHLIGHTS February 15 – July 11, 2013 296 specific Tweets 837 messages received 2,800 Clicks 734 + #GoProMtnGames 31 #MountainGames 603 new followers 1,395,511 Twitter Impressions $6,977 Twitter Media Value RESEARCH HIGHLIGHTS SURVEY COMPILED BY INTERCEPT INSIGHT, LLC •Total completed surveys – 350 •Sample size provides statistical validity with an error rate of 5.2% at a 95% confidence interval •Estimated attendance – 53,579 (+/- 20% error level should be considered) •Estimated revenue generated to the Town of Vail - $4.7M (+/- 20% error level should be considered) •Net Promoter Score – 75 •Overall Satisfaction – 4.7 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) •85% of the attendees came to Vail, CO specifically for the Summer Mountain Games •60% of the attendees had attended the Summer Mountain Games in the past •Average number of days attended – 2.3 •Favorite event – Dock Dogs •One Change – Parking, additional F&B vendors, and better viewing •“Word-of-mouth” and “Newspapers” were selected most when asked, “How did you hear about, and/or where did you see advertising for the Summer Mountain Games?” •83% of the attendees staying in paid lodging stayed in Vail, CO •88% are “Very” or “Extremely Likely” to return in the future •74% of the first time visitors are “Very” or “Extremely Likely” to return in the future •Average nights stayed in paid lodging in Vail, CO – 3.1 •Average group size of those lodging in Vail, CO – 3.8 •Average age (including a weighted average for children) - 37 •Estimated number of room nights generated by the SMG – 5,391 •Estimated average nightly rate in Vail- $219 PSYCHOGRAPHICS Photo © Rick Lohre 84% Of event attendees consider themselves “Outdoor Enthusiasts” 74% Of event attendees consider themselves “Sports Enthusiasts” 45% Of event attendees have at least one dog 61% Of event attendees have a bachelors and/or masters degree 67% Watch five hours or less of TV per week Favorite Summertime activities: 1.) Hiking 2.) Kayaking/Boating/Rafting 3.) Camping 4.) Mountain Biking 5.) Traveling SURVEY COMPILED BY INTERCEPT INSIGHT, LLC SEE YOU JUNE 5-8, 2014 Photo © Zach Mahone Our sincere thanks for your ongoing support. We wish you all continued success and, in partnership with you, look forward to making the 2014 GoPro Mountain Games even better! 2014 GoPro Mountain Games Media Plan Publication Issue/Run Materials Due Outside Magazine October 2013 July 20, 2013 Outside Magazine April 2014 January 18, 2014 Outside Magazine May 2014 February 15, 2014 June 2014 April 1, 2014 Outside Magazine Spring Buyers Guide 2014 March 15, 2014 Outside Magazine October 2014 July 19, 2014 Canoe & Kayak May 2014 Feb 8, 2014 Canoe & Kayak Feb. 2014 Beginers Guide March 1, 2014 Stand Up Paddler April 2014 Beginers Guide Feb 8, 2014 Colorado Event Guidebook March 2014 - August 2014 April 1, 2014 Competitor Magazine February 2014 Keeper Issue January, 11, 2014 Elevation Outdoors May 2014 Festival Issue April 1, 2014 Trail Runner May 2014 April 1, 2014 Red Bulletin May 2014 March 12, 2014 Denver Post Tuesday Travel Section May 2014 Denver Post Sunday Sports Section May 2014 Vail Daily February - June 2014 Varies Vail Daily (Program Insertion)June 6 2014 Mid May 2014 Daily Weekly May-June 2014 Varies Glenwood Springs Post Independent May-June 2014 Varies Aspen Times May-June 2014 Varies Summit Daily May-June 2014 Varies TBD Based on Media Partnerships: Bike Magazine Southwest Fly Fishing Mountain Magazine The Clymb Radio KZYR 97.7 The Zephyr Vail April - June, 2014 April, 2014 KSNO Aspen May - June, 2014 Late April 2014 KBCR Steamboat May - June, 2014 Late April 2014 ClearChannel 93.3 Denver May - June, 2014 May 1, 2014 iHeart Radio ClearChannel May, 2014 May 1, 2014 Pandora May - June, 2014 May 12, 2014 TV/Broadcast Comcast (Denver Interconnect)May - Early June, 2014 April, 2014 Outside TV May - Early June, 2014 April, 2014 TV8 Vail Nov 2013- June, 2014 Oct 2013 NBCS-Show 1 TBD NBCS-Show 2 TBD NBCS-Show 3 TBD Digital Ads/Banner Ads Denver Post Targeting Travel May-June April, 2014 Denver Post Social Widgets May-June April, 2014 Denver Post iPad App Interstitial May-June April, 2014 Denver Post iPad App May-June April, 2014 Denver Post AdTaxi Summer Activity May-June April, 2014 TrailRunnerMag.com April - June March, 2014 RockandIce.com April - June March, 2014 Competitor.com - ROS March/April/May February 25, 2014 Competitor.com - Rock N Roll Half Marathon April/May March 25, 2014 Competitor.com - Triathlete.com May April 25, 2014 MountainFlyer.com April/May March, 2014 MountainBuzz.com March - 1st Week of June February, 2014 Elevation Outdoors May (four weeks)April, 2014 MTBR.com May April, 2014 VitalMTB.com May April, 2014 Google Display Network April - June Ongoing Facebook Promoted Posts Year Round Ongoing TBD Based on Media Partnerships SouthWestFlyFishing.com Playak.com CanoeandKayak.com Video Pre-Roll SUP The Mag Video Pre-Roll Email VVF/Summer Registration On-Sale 3/08/14 2/15/14 VVF/Tell Us Your Story 4/04/14 4/01/14 VVF/Summer Concerts 4/11/14 4/9/14 VVF/Slackline WC 4/20/14 4/18/14 VVF/TBD 4/26/14 4/22/14 VVF/TBD 5/3/14 5/1/14 VVF/Front Range Scavenger Hunt + EB 5/10/14 5/8/14 VVF/TBD 5/24/14 5/21/14 VVF/Summer 1 Week Out 5/30/14 5/26/14 VVF/Summer Starts Tomorrow 6/5/14 6/4/14 VVF/TV Show Airing 1 TBD TBD VVF/TV Show Airing 2 TBD TBD VVF/TV Show Airing 3 TBD TBD TBD Partner Blasts: Eddie Bauer, Multiple Blasts Vail Mountain, Multiple Blasts 93.3 ClearChannel Concert Blast Westword Concert Blast Elevation Outdoors Partner Blasts (x4) Non Measured Media Summer Poster April - June, 2014 3/15/14 Summer Stickers April - June, 2014 3/15/14 Summer Map/Schedule June 2014 May 2014 Bridge Street Banner Summer May - June, 2014 April, 2014 Westword Newspaper Racks April - May 2014 February, 2014 GMG Program Book Late May - June 9 May 10, 2014 Creative Unit/Specs 2012 Photo Comp Full Page 4C Summer 2013 Full Page 4C Summer 2013 Full Page 4C Eukanuba GMG Advertorial Summer 2013 Full Page 4C 2013 Photo Comp Full Page 4C Summer 2013 Full Page 4C Kayak Hero Photo Summer 2013 Full Page 4C Kayak Hero Photo Summer 2013 Full Page 4C SUP Hero Photo Full Page Back Cover Summer 2013 1/2 Page 4C Summer 2013, Full Page 4C Summer 2013, 1/4 Page, Trail Photo Summer 2013 GMG New Creative, FP & iPad TBD TBD Remanat Space - Full Page 4C Full Program Book Full Page 4C Remanat Space - Full Page 4C Remanat Space - Full Page 4C Remanat Space - Full Page 4C :30, :60, :90 Spectator Guides, Mountain Games Radio, Live Interviews, Sponsor Interviews :10, :30, Weekend Getaway VIP trip promo :10, :30, Weekend Getaway VIP trip promo 60,000 Contracted/Estimated Impressions/Circulation 675,000 + online featured event listings 675,000 + online featured event listings 675,000 + online featured event listings 675,000 + online featured event listings 30,000 30,000 50,000 + online event listings, editorial mention and sc in calendar of events. TBD via Partnership TBD via Partnership TBD via Partnership 78,000 675,000 + online featured event listings 181,294 181,294 30,000 TBD via Partnership 680,000 675,000 15,000 - REI, Sports Authority, CO/UT/NM Outdoor Distrubution 45,000 524,462 944,616 TBD via Partnership 15,000 Copies = Full Insertion :30, 6 VIP Prize Pack Giveaways for on-air mentions (12 days) + 1 VIP trip/package giveaways Added Value for ClearChannel 93.3 buy :30, :15, 300x250 tile :30 ESPN, ESPN 2, Comedy Central, Discovery, NBCS-TV, MTV, NatGeo, Spike, Travel :30 :30; on-air interviews One Hour One Hour One Hour 728x90 100x80; 300x50 1004x768 + :15 video preroll TBD 728x90 728x90 300x250; 728x90 300x250; 728x90 300x250 General Event 300x250 Running 300x250 General Event 300x250 & 728x90 Biking 200x600 Paddle 100x600 & TBD General Event 728x90; 300x50; 300x600; :15 video pre- roll Text & General Event 300x250 + 728x90 Stand Alone Blast: MG Segment Stand Alone Blast: MG Competitor Segment Stand Alone Blast: MG Segment Stand Alone Blast: MG Segment Stand Alone Blast: MG Segment Stand Alone Blast: MG Segment 10,000 600,000 TBD via Partnership 10,000 4,000 10,000 10,000 TBD based on Partnership TBD based on Partnership TBD based on Partnership TBD based on Partnership TBD based on Partnership 600,000 ~ 600,000 - based on VVF partnership TBD based on Partnership TBD based on Partnership TBD based on Partnership TBD based on Partnership 150,000 30,000 300,000 10,000 Stand Alone Blast: Front Range Segment Stand Alone Blast: MG Segment Stand Alone Blast: MG Segment Stand Alone Blast: MG Segment Stand Alone Blast: MG Segment Stand Alone Blast: MG Segment Stand Alone Blast: MG Segment 11x14 tri fold two sided 11x17 FC 10,000 10K Quantity 10,000 10,000 10,000 10,000 10,000 25K printed - 15K insterted into Vail Dai 400 Distribution Outlets: Denver, Boulder, Ft. Collins 1,000 Posters; Vail Valley, Summit County, Boulder, Eddie Bauer + Others 10,000 10,000 s s s s chedule of events s Store & Event p ily s, CO Springs , Denver, REI, From:Kelli McDonald To:Scott Bluhm; Sybill Navas; Clare Hefferren Cc:Mike Imhof ; Katrina Ammer Subject:RE: CSE Funding Request- GoPro Mountain Games Date:Tuesday, October 22, 2013 12:21:11 PM Attachments:image001.png Thanks, Scott. Kelli Kelli McDonald Economic Development Manager Office of Economic Development 970.479.2454 direct 970.479.2157 fax kmcdonald@vailgov.com vailgov.com twitter.com/vailgov From: Scott Bluhm [mailto:sbluhm@vvf.org] Sent: Tuesday, October 22, 2013 10:56 AM To: Sybill Navas; Kelli McDonald; Clare Hefferren Cc: Mike Imhof; Katrina Ammer Subject: CSE Funding Request- GoPro Mountain Games All I wanted to follow up to a conversation I had with Sybil, yesterday. We submitted our funding request for the GoPro Mountain Games 2014 and I wanted to point out and give more detail on our funding request. In 2013, we received funding of $100,000 for the Mountain Games. Year over year, we have pledged to reduce this amount and thus our base level request for 2014 is $95,000. What is different for 2014 is an opportunity for us to align with a third party promoter and in a joint venture, incorporate the Bad Ass Dash Obstacle Race www.badassdash.com into the GoPro Mountain Games. We are familiar with this promoter as they are the company that brings the DockDogs to the Mountain Games. We believe there is only upside to incorporating the Bad Ass Dash into the Mountain Games weekend. There is growth potential within our participant numbers and also a great opportunity to incorporate Lionshead into the Mountain Games. There are incremental costs associated with the BAD obstacle race and thus, we have asked for a supplemental $15,000 to incorporate the Bad Ass Dash in 2014. I have attached below the verbiage we used within the CSE Funding Request Application. I wanted to bring it to your attention, so that if any questions arise from the CSE Members, you might better understand our dual amounts within the funding request. If you need any more detail, feel free to reach out. Best regards Scott The VVF, for 2014, is requesting Base Level cash funding of $95,000. $95,000 is $5,000 less than what was requested and received by VVF for the 2013 event and lives up to the commitment VVF made to CSE regarding annual reduction of cash funding requests to CSE to remain true to the CSE mission and guidelines of providing larger initial seed money with funding reductions in the future as the event (organizer) becomes more independent and self-sufficient in terms of sponsorship. Understanding the above statement, the VVF formally wishes to request of CSE for 2014, $110,000 in cash support which is $15,000 more than the 2014 base level cash request of $95,000. The additional request of $15,000 for 2014 will allow the GoPro Mountain Games (VVF) to align with a third party event promoter in a joint venture partnership to incorporate a new concept (event) called the Bad Ass Dash Obstacle Race into the Mountain Games Weekend. We believe the BAD Concept strong growth potential in the coming 2-3 years which would deliver between 3,000 to 5,000 incremental athlete participants (on top of the current base level of athlete participants of approximately 3000+ per year. In addition, BAD is a natural fit for execution within Lionshead which would provide solid activation in Lionshead at select day/times during the 2014 event dates. There are real, incremental costs associated with introducing this new event mud/obstacle race concept to the Mountain Games property in the first 2 years (2014 and 2015) hence the VVF’s request for additional funding. Scott Bluhm Vail Valley Foundation Senior Director , Event Operations 970-748-5905 (o) / 970-331-6018 ( c)