Loading...
The URL can be used to link to this page
Your browser does not support the video tag.
Home
My WebLink
About
2014 Burton US Open Recap
Event Recap: 2014 Burton US Open Snowboarding Championships presented by MINI Burton US Open Snowboarding Championships: Monday, Mar 3 – Saturday, Mar 8, 2014 Nick Sargent, Burton Snowboards Office: 802.660.3285 Mobile: 303.588.5807 nicksa@burton.com 2 Town of Vail | CSE | 5/7/14 Event Overview The 2014 USO went down in the books as the best one in the history of the event. The 32nd annual USO saw 96 of the world’s greatest snowboarders, including Olympic gold medalists Jamie Anderson (USA) and Kaitlyn Farrington (USA), silver medalist Stale Sandbech (NOR) and bronze medalists Mark McMorris (CAN), Taku Hiraoka (JPN) and Kelly Clark (USA). In all there were 54 USO compeZtors that were also in Sochi. In addiZon top riders such as Torstein Horgmo, Chas Guldemond, Taylor Gold, Arielle Gold and Spencer O’Brien took part in the 4 days of compeZZon and the week long fesZviZes. This year, built on the momentum and success of the 2013 event. A week’s worth of acZviZes were offered to the riders, media, locals and spectators alike, showcasing how Burton and Vail are best in class….all that Vail and Burton can offer: top notch riding, world class venues, nightlife, après acZviZes, sponsor interacZons, best in class free riding, kids and family acZviZes, top musical acts and more. New this year was the Olympic Welcome on Wednesday. Designed to get people into town earlier in the week and to celebrate the riders that competed in Sochi. 3 Town of Vail | CSE | 5/7/14 Vail Brand Compatibility 4 Standard of excellence met by: • For the second year in a row, the greatest snowboard event in the world was hosted by the premiere mountain resort community in the world. Building on the momentum and excitement of 2013, the 2014 event saw event greater adendance, quality of experience and economic impact further demonstraZng the power of marrying two premium brands. • The 2014 Burton US Open featured the World's best female and male snowboarders including 54 athletes that had competed in the Olympics and six 2014 Winter Olympic medalists. • The event producZon level was further elevated in 2014. On hill venues were enhanced, new off hill acZviZes were added and exisZng acZviZes were improved all creaZng a best in class experience for the athletes and the spectators. Town of Vail | CSE | 5/7/14 Event Strengths & Weaknesses 5 • Exceeded expectaZons: • The 2014 Burton US Open conZnues to met and exceeded all expectaZons set by Burton and its supporZng partners. World class compeZZon combined with top notch off hill acZviZes and fesZviZes created, all hosted in a premiere resort locaZon yielded the “best ever” in the history of the USO. “It was so great to be able to make the US Open this year at Vail aier a whirlwind Post-‐Olympics tour. The town does such a great job, and I was so excited to get back on snow with such a great group of riders. I’m looking forward to next year as I think it is an awesome way to end my compeZZon season!” Kaitlyn Farrington, Gold Medalist in Halfpipe, 2014 Olympic Winter Games. Town of Vail | CSE | 5/7/14 Event Strengths & Weaknesses 6 • Event Highlights: • The USO saw 96 of the best riders in the world, including 54 Sochi Olympians and 6 medalists compeZng for 4 days on world class halfpipe and slopestyle venues. • The USO featured enhanced in town acZviZes for all ages that enhanced the spectator and town visitor experience including: Olympic CelebraZon, Après All Day Lounge, Riglet park, USO entertainment hubs, live DJs and concerts and more. • Over 49,000 projected spectators came out to adend the USO Wednesday – Saturday. • The USO once again helped have a posiZve impact on local revenues: March tax revenues up 3.5% from 2013 and parking revenues up 9% from 2013 Town of Vail | CSE | 5/7/14 Event Strengths & Weaknesses 7 • During the USO week, Vail Mountain saw a significant increase in skier visit over the same week in 2013 and 2012. They also saw a significant increase in the number of snowboarders on the mountain during the event week than in the previous year. • The USO packed the town with 96% lodging occupancy for the valley • 2014 saw a conZnuaZon of the collaboraZon with local businesses started in 2013 in which people were encouraged to visit Vail businesses. • The USO conZnues to adract media with over 192 media and photo credenZals were distributed onsite, represenZng 91 media outlets and resulted in 1200+ stories, up 66% from 2013. • The 2014 USO was Burton’s most socially engaged event to date with over 15,000 tags across 46 countries. Town of Vail | CSE | 5/7/14 Event Strengths & Weaknesses 8 • The USO conZnues to be provide a successful global TV and webcast plasorm for the event and its partners: Over 1,000 hours covering more than 185 broadcast territories and with a potenZal reach of all programming to more than 9,000,000,000 house holds. • In 2014, the USO established a partnership with the new network FS2 which included live coverage of the men’s and women’s HP and SS finals and yielded over 900,000 viewers. • The USO conZnued its efforts on local and regional markeZng including print, online, radio, social, billboards and broadcast • The USO made efforts to reach out to the local Vail youth to engage them in USO acZviZes including Riglet and compeZZon viewing. • CreaZon of the Olympic CelebraZon with the aim to drive people into town early in the event week. Town of Vail | CSE | 5/7/14 Event Strengths & Weaknesses 9 • Measures that could be taken for event improvement: • ConZnued outreach and engagement with local ski/snowboard community. • ConZnued outreach and engagement with local youth. • ConZnue to develop programs that support local businesses. • Strive for greater engagement with the foreign visitors. • Work on speaking to early season visitors with the intent to get them to return to Vail for the USO. • ConZnue to strengthen the event foundaZon, rather than expanding the event for expansion sake. Town of Vail | CSE | 5/7/14 Event Strengths & Weaknesses 10 • On all accounts, the 2014 USO was the most successful USO to date. Building on the successes of 2013, the USO saw growth in the areas of economic impact, spectators, media and general event improvements. • Lodging: on par with 2013 and exceeded same calendar week • TV distribuZon: exceeded 2013 • Media adendance and coverage: exceeded 2013 • Impact on revenues: exceeded same calendar week in 2013 • Skier Visits: exceeded same calendar week in 2013 • Local community outreach: exceeded 2013 • MarkeZng/promoZon: exceed 2013 Town of Vail | CSE | 5/7/14 Event Budget 11 • Total event budget: $4 million • CSE funds: $400,000 • Profit (loss): $0 • In-‐kind Sponsorship: $0 • Cash: $3 million Town of Vail | CSE | 5/7/14 Estimated Results 12 Spectators vs. Impressions Comp Venue Sponsor Villages Concert /Dobson Lionshead /Riglet Projected Skier Days Total Spectators Total Impressions 2014 (3/5-‐8) 8,500 26,000 14,300 100 72,000 49,850 121,805 2013 (2/28-‐3/2) 15,000 14,000 60,000 91,000 Another banner year for USO adendance, which further demonstrates that both the on and off hill adracZons provide a compelling reason to come to Vail. This season the USO implemented a new system of measurement, assessing the number of actual spectators, rather than the number of total onsite event impressions as was done in 2013. Town of Vail | CSE | 5/7/14 Estimated Results 13 75 29 46 24 33 8 29 16 43 13 29 18 % that said USO enhanced their experience % that said they came specifically for USO % that said they came specifically for Men's HP % that said they came specifically for Sat. band Vail Mt Maze Survey Highlights Golden Peak Lionshead Vail Village Town of Vail | CSE | 6/7/14 Town of Vail | CSE | 5/7/14 14 The USO implemented its own survey in 2014, interviewing over 200 people about their experience in Vail. Here are the highlights: 33%: Overnight visitor 15%: Seasonal resident 23%: Full Zme resident 28%: Day Visitor Overnight visitors stayed an average of 4.5 nights, the majority were staying in Vail. The USO was rated on average a 6.5 (out of 10) with regard to how important the event was in factoring their decision to come to Vail. Average age of survey respondent was 27 Consumer spending/day: $20 -‐ $1500/day Estimated Results Town of Vail | CSE | 5/7/14 Estimated Return on Investment (ROI)* 15 • TOV TO COMPUTE Town of Vail | CSE | 5/7/14 Lodging Once again, the USO made a significant impact on lodging within the Vail valley, yielding an 8% increase in capacity and $32 ADR bump from the same week in 2013. AddiZonally, total rooms booked by and through event grew by 491 room nights. 16 Lodging Tallies Event Week Same Calendar Week March ADR Room Nights 2014 96%(Mar 3-‐8) $496 2318 2013 97% (Feb 25 –Mar 2) 88% (Mar 4-‐9) $464 1827 Town of Vail | CSE | 5/7/14 Local Revenue 17 Local Taxes February March 2014 $3,778,625 2013 $3,209,239 $3,690,232 It can be inferred that the USO is a contribuZng factor in the posiZve growth in local tax revenues over the last two years during the month of March. Tax revenues were up 7.7% or $271,544 from budget and up 3.5% or $128,468 from March 2013. “The Burton USO proved again this year that it is a great addiZon to the lineup of events and acZviZes in Vail. USO brings an energeZc, enthusiasZc crowd to Vail. The Sonnenalp enjoyed a boost in business in both heads in beds and in sales at our food and beverage outlets. We look forward to welcoming Burton USO back to Vail for many years to come!” Patricia McNamara Director of Sales, Sonnenalp Town of Vail | CSE | 5/7/14 Local Revenue 18 Parking 2014 Mar 7-‐9 2013 Mar 3-‐10 (same calendar week) 2013 Mar 1-‐3 (event week) Vail Village Cars 6,913 6,803 7,692 Vail Village $ $59,486.00 $58,925.00 $70,243.00 Lionshead Cars 4,893 4,596 4,863 Lionshead $ $49,170.00 $43,222.00 $51,445.00 Total Revenue $108,656.00 $102,147.00 $121,668.00 The 2014 USO also helped generate increases in local parking revenues, up 9% from 2013. This further demonstrates the posiZve impact the USO had on this off peak week. Town of Vail | CSE | 5/7/14 Local Business Quotes 19 “Thank you for your partnership on one more successful year of the Burton US Open. This event has impacted immensely Larkspur’s lunch and après business, increasing our revenue by 40% compared to prior years when we didn’t have the compeZZon in Golden Peak. Compared to 2013, 2014’s revenue was increased by 4%. The event has also brought a vibrant atmosphere to our restaurant and the early planning and organizaZon made it even easier and enjoyable this year for both our staff and our guests.” Nathalia Souza Chinn, Events Director, Larkspur “The Burton US Open was great for Bol! Being located right next to the Après All Day Lounge we were able to generate a lot of business from the athletes, the sponsors and fans in Vail for the event. The whole week brought great energy to town and was a perfect crowd for us to showcase our food & drinks, fill the bowling lanes and host talented DJs that we love, really elevaZng our nightlife. We are looking forward to teaming up with Burton again next year!” Caitlin Pauls, Events Coordinator, Bol Town of Vail | CSE | 5/7/14 Vail Mountain 20 For the second year, Vail Mountain felt the posiZve effects of hosZng the USO. • Even though the week of the USO was considered “off peak”, Vail saw a greater number of cumulaZve skier visits than during the same calendar week (“Off Peak 3”) in 2013 and in 2012. • Vail saw an increase in the number of snowboarders during the USO than was seen during the same week in 2013. • During the USO week, Vail saw significant growth with desZnaZon and out of state visitors over the same week in 2013. There was significant growth with the internaZonal visitor. In addiZon, instate overnight numbers grew as well. “We are thrilled with the energy, excitement and exposure that the Burton US Open brought to Vail this season. There was clearly more focus and adenZon on the US Open in its second year, and we felt the operaZon of the event was another big step up in year two and we can all make another big step up for year three. We felt that the vision of elevaZng the event to a world-‐class level was realized this year and that we now have a plasorm to make it even bigger for Burton and Vail in the years to come.” Chris Jarnot, Senior Vice President and Chief OperaZng Officer, Vail Mountain. Town of Vail | CSE | 5/7/14 Marketing and Promotion 21 Similar to the 2013 USO, Burton made significant markeZng efforts to reach out to a local, regional, naZonal and internaZonal audience via print, online, broadcast and social media. Town of Vail | CSE | 5/7/14 Webcast 22 The USO webcast sets the bar for the industry and 2014 was no excepZon: fun talent, engaging programming and great guests made for a compelling four day webcast (22 hours) that was seen around the world. Live Webcast Daily Viewers Video Sessions Total Hr. Consumed Min. per Visit 2013 239,199 52,984 13.29 2014 169,588 52,327 21.98 VOD (Mar 9-‐23) Daily Viewers Video Sessions Total Hr. Consumed Min. per Visit 2013 30,964 3,867 7.49 2014 25,423 1,204 4.13 Town of Vail | CSE | 5/7/14 TV 23 The USO produced 7 different TV shows including 4 live finals and 3 post produced highlight shows. New this year the women’s HP and SS finals were made available as live shows around the world. Such depth of programming provided for networks around the world to take programming that fit with their audience and programming tastes. Show Length (min) Live Post Produced Men’s HP 120 X Women’s HP 90 X Men’s SS 120 X Women’s SS 90 X HP Highlight 30 X SS Highlight 30 X Lifestyle 30 X Town of Vail | CSE | 5/7/14 TV 24 New in 2014, the USO forged a partnership with the new network Fox Sports 2 in efforts to build a home for snowboarding in the US and to grow a partnership in which the USO becomes a standout winter property for the network. AddiZonally, the USO programming was distributed around the world via IMG Media and live locally in the Vail valley on TV8. DomesWc TV Total Programs Total Viewers 2014 (FS2 + FSN) 7 original + reairs 957,000 2013 (NBCSN) Men’s HP 93,000 2013 (Universal) 7 original + reairs 770,000 Note: The TV graphics from 2013 USO programs were nominated for an Emmy. InternaWonal TV Total Hours Total Territories PotenWal Viewers (including Reairs) 2014 1000+ 185 9,030,088,441 2013 1000+ 175 3,457,703,515 Town of Vail | CSE | 6/7/14 Town of Vail | CSE | 5/7/14 TV 25 Programming Key Takers/NaWons Live US, RUS, SWE, POR, POL, NZL, ITL, ISR, GER, FRA Post AUT, AUS, SUI, BRA, CHN, GER, JPN, NZL, POR, SKO, SWE, USA Key distribuZon territories: The USO programming featured Vail/Town of Vail in all of the 6 programs both verbally and visually. Aside from 5 commercials and 3 billboards that ran in USO programming (and the re-‐airs), a :15 second piece on TOV was created as part of the introducZon for the USO lifestyle show that aired globally. Town of Vail | CSE | 5/7/14 National Marketing 26 PRINT – NATIONAL (THROUGH BURTON) Transworld Snowboarding • 2 USO single pages – Feb Issue • Total circulaZon: 120,558 • Total readership: 753,487 • Ad Value: $50,316 Snowboarder Mag • 2 USO single pages – March Issue • Total circulaZon: 70,000 • Total readership: 490,000 • Ad Value: $10,000 Town of Vail | CSE | 5/7/14 Regional Marketing 27 • Colorado Daily -‐ February 14, 21 and 28 • Rocky Mountain Collegian -‐ February 20 and 27 • Boulder Daily Camera -‐ February 16 and 23, March 2 • Westword -‐ February 20, 27; westword.com FREE added-‐value • Vail Daily -‐ December 14 (Half) and 28 (Half); January 18 (Half); February 15 (Full), 22 (Half) and 28 (Weekly); March 1(Half), 4 (Half), 5 (Full), 6 (Full), 7 (Full) and 8 (Full) • Idaho Springs Billboard -‐ February 9-‐March 9 • TIGA Buses -‐ 18 buses, November through April • Open Snow -‐ 2 to 3 e-‐newsleder inclusions • Denver Digital Signage – Colorado ConvenZon Center, 1/29 – 2/5 (SIA 1/30 – 2/2) • TV8 -‐ January 1-‐March 8, :30 spots • Comcast -‐ February-‐March, :30 spots TOTAL: $70,823.76 (up from $40,240 in 2013) Town of Vail | CSE | 6/7/14 Town of Vail | CSE | 5/7/14 Radio 28 RADIO: KZYR THE ZEPHYR • 12/20/13 US Open Band Release 30 hours of “tease” material prior to release, 90 (:15) promos, social media menZons, webpage feature leading up to release, 60 (:60) ads for release followed by song montage of arZsts • 2/7/14-‐3/5/14 -‐ 200 (:60) spots • 2/7/14-‐3/5/14 -‐ Backpack and sponsor giveaways • 3/3/14-‐3/8/14 -‐ US Open Updates (:60-‐:90) spots minimum of 6 Zmes per day with added info on website and social media to include results, daily schedules, and other important info. AMT (Always Mountain Time Radio) • 2/13/14-‐3/5/14 -‐ Backpack and sponsor giveaways • 2/13/14-‐3/5/14 – 288 (:60) spots, 91 (:15) Bonus Live Reads Town of Vail | CSE | 6/7/14 Town of Vail | CSE | 5/7/14 Digital 29 (Vail): • Google retargeZng • Display • CRM Emails • Vail.com homepage dedicaZon • Social (FB, Twider, Blog, Instagram, YouTube) • TOTAL: $10,000 (Burton): • US Open Event SecZon: • Total Page Views-‐ 434,813 • US Open Homepage takeover on burton.com 2/19-‐3/6: • Total Page Views-‐207,870 Town of Vail | CSE | 5/7/14 Grass Roots Marketing 30 GRASSROOTS MARKETING • MenZons on VailGov Twider • Event info on Vailgov.com, Vaileventparking.com, "What's Happening in Vail" Posters, "This Week in Vail" Town of Vail weekly news leder, This Week in Vail website • Info to other event websites and groups for Colorado and Denver such as; Vail Resorts, Vail Daily, Vail Valley Partnership, Zvents.com, Evensul.com, Lion Square Lodge Website, Colorado Info, 5280 Denver's Magazine, Denver.org/Denver 365, and ColoradoEventToday.com • InformaZon distributed to Vail Info Centers and community hosts • Concierges -‐ 90 hotels between Vail, Beaver Creek, and Avon with rack cards and then again with event guides. • InvitaZons to the database for the Concierge Night at the Flagship Burton Store to mailing list of nearly 400 concierges. Town of Vail | CSE | 5/7/14 Grass Roots Marketing 31 • Full street team was to distribute event flyers/posters within the Vail Valley and surrounding mountain towns: 780 locaZons throughout the Vail Valley, Breckenridge, Frisco, Silverthorne, Dillon, Denver, Boulder, Fort Collins, Glenwood Springs, Aspen, and Steamboat Springs. • Community Outreach and branding within area accounts: BUSO Branded “Table tents” were distributed to restaurants including Garfinkel’s, The Red Lion, Larkspur, Tavern on the Square, AlZtude, Big Bear Bistro, Blue Moose Pizza, Bully Ranch Restaurant, Chicago Pizza, Cinebistro, El Sabor, La Tour, Loaded Joe’s, Local Joe’s, The Fitz, Los Amigos, Mountain Cupcakes, Pazzo’s, Samana, Shakedown, Vail Chophouse, Vail Underground, Vendeda’s Italian Restaurant, Westside Café, Yellowbelly, and YeZ’s Grind. This was part of the “Après All Day Program”, but info on the tent’s was general event info which helped to bring the community in as part of the event. Town of Vail | CSE | 5/7/14 Grass Roots Marketing 32 • Met with 50-‐75 community hosts of the Vail Info Center to fill them in on the Open and get them prepared for quesZons from the public. • AddiZonal groups were informed about the event so they could in turn inform their employees (bus drivers, code enforcement, parking adendees, etc.) • USO event collateral quanZZes below: • Event Posters -‐ 2,100 • Event Flyers -‐ 4,500 • Event Guide -‐ 15,000 • Rack Card -‐ 4,500 • Concert Poster -‐ 850 • Concert Flyer -‐ 3,000 Town of Vail | CSE | 5/7/14 Social Media With social media becoming so commonplace in our everyday lives, it’s no surprise that the 32nd annual US Open proved to be Burton’s most socially engaged event to date. To maximize engagement, the hashtag “#BurtonUSOpen” was once again uZlized to allow the audience, both on site and off, to share their favorite US Open moments, images, and comments. 33 USO Posts #BurtonUSOpen tags Countries parWcipated Total posts on FB, Twider, Instagram 2014 15,000 46 292 2013 3,500 NA 150 Town of Vail | CSE | 5/7/14 Social Media 34 BURTON METRICS Social Media Impressions Total Reach Potential Impressions Minutes Watched Burton Facebook 2,232,576 8,904,350 -‐ Burton Twider 6,606,625 23,573,101 -‐ Burton Instagram 12,545,000 61,837,384 -‐ Burton YouTube 113,834 113,834 162,038 #BurtonUSOpen 8,725,377 35,449,523 -‐ Keyword "Burton US Open" 3,920,127 9,771,598 -‐ Total: 34,324,490 140,161,732 3,373,898 Social Media Overview Facebook Posts 95 Tweets 141 #BurtonUSOpen menZons 16,236 Instagram Photos 43 You Tube Videos 13 Real-‐Time Webcast Videos 12 Countries 46 Total Posts 292 Town of Vail | CSE | 5/7/14 Social Media 35 BURTON METRICS Social Engagement Likes / Favorites Comments / Replies Shares / Retweets Clicks Facebook 46,474 632 1,175 448,400 Instagram 672,404 2,899 0 2,142 Twider 10,022 251 3,511 6,152 YouTube 1,329 112 108 113,834 Total: 730,229 3,894 4,794 570,528 Total Social Engagement: 1,309,445 Town of Vail | CSE | 5/7/14 Social Media 36 Town of Vail | CSE | 6/7/14 Town of Vail | CSE | 5/7/14 Social Media 37 Town of Vail | CSE | 6/7/14 Town of Vail | CSE | 5/7/14 Social Media 38 Town of Vail | CSE | 5/7/14 Social Media As in 2013, Burton developed a successful social plan specifically for TOV across Facebook, Twider, YouTube, and Instagram. This plan resulted in: Highlights included interacZons with the Vail Veterans program, Jake riding with a Make-‐A-‐Wish program parZcipant, on locaZon video content, things to do in TOV, free concert and event informaZon, as well as compeZZon updates and results. 39 TOV Overview TOV Posts Impressions Likes Comments Shares Clicks 2014 77 30,940,443 264,281 1,609 881 226,582 2013 27 3,137,544 77,083 8,813 Town of Vail | CSE | 5/7/14 Social Media TOV Social Results for Facebook & Twider: 40 TOV Posts 2014 Facebook 2013 Facebook 2014 Twider 2013 Twider Posts 35 15 16 5 Impressions 3,280,550 1,962,616 384,460 Likes/Favorite 17,705 34,465 853 24 Comments/Replies 231 8,475 28 5 Shares/Retweet 516 6,574 270 31 Clicks/Min watched 139,697 NA 698 Town of Vail | CSE | 5/7/14 Social Media TOV Social Results for Instagram and YouTube 41 TOV Posts 2014 Instagram 2013 Instagram 2014 YouTube 2013 YouTube Posts 17 7 9 NA Impressions 790,468 NA Likes/Favorite 244,816 42,594 1,007 NA Comments/Replies 1,267 333 83 NA Shares/Retweet 95 NA Clicks/Min watched 847 107,924 NA Town of Vail | CSE | 5/7/14 PR/Communications The USO PR efforts conZnue to set the bar for event coverage. 2014 saw many successes in the PR arena. There was a 10% increase in media adendance over last year. There was a 66% jump in print and online coverage in 2014 and included coverage in such top outlets as: AP, ESPN, Fox Sports 2, Universal Sports, XGames.com, Self, Snowboard Colorado, The Denver Post, 303 Magazine, Vail Valley Magazine, Sneak Peak Vail, Transworld Business, Snowboarder, Snowboard, Transworld Snowboarding, Grind TV, Rad Collector and Snowboard Canada. 42 Print/ Web Adending Media Total Outlets Press Releases Total Stories TOV hits Impressions Ad Value 2014 192 91 13 1200+ 450 TBD TBD 2013 173 89 10 800+ NA 190,707,355 $26,419,581 Town of Vail | CSE | 5/7/14 PR/Communications PR was also highly successful in generaZng broadcast coverage of the event up , number of hits was up 32% from 2013. 43 TV Total Hits TOV Hits Broadcast Impressions Ad Value 2014 113 35 50,696,030 $13,800,258 2013 36 NA 3,194,713 $120,749 Town of Vail | CSE | 5/7/14 PR/Communications 44 Town of Vail | CSE | 5/7/14 PR/Communications 45 Town of Vail | CSE | 5/7/14 PR/Communications 46 Town of Vail | CSE | 5/7/14 PR/Communications 47 Town of Vail | CSE | 5/7/14 Community Contribution Just as important as the acZon that takes place on the hill, are the acZviZes that take place off the hill, across the town of Vail. What makes the USO special is the plasorm that Burton creates for the snowboard lifestyle of which music and celebraZon play an important role. This year, from Lionshead to Golden Peak there were acZviZes taking place Wednesday through Saturday. 48 • Solaris Concert Stage hosted world class musical talent Big GiganZc on Friday and Capital CiZes on Saturday to all-‐ages capacity crowds. • Solaris Ice Rink was transformed into the Après All Day Lounge where visitors could listen to a DJ, have a drink, watch the live event feed and interact with event partners Wednesday – Saturday. Town of Vail | CSE | 5/7/14 Community Contribution 49 • Eagle Bahn/Lionshead became the home of Riglet, an interacZve snowboard learning zone for kids 6 and under, Wednesday – Saturday. • Saturday night, Dobson Ice Arena was altered into a late night club and hosted infamous DJ Jazzy Jeff for a capacity, 21 and over crowd. • From Golden Peak to Lionshead, 4 high profile bars were selected to serve as USO entertainment hubs with live feeds (where possible), USO swag, USO promos and acZviZes and special visits from Burton riders, Wednesday – Saturday. Town of Vail | CSE | 5/7/14 Community Contribution 50 • USO Après All Day: The Après All Day Program was an opportunity available to any restaurant or bar within the town of Vail to get involved with the Burton US Open. • 26 parZcipaZng restaurants/ bars, as well as the two Burton Stores which was an improvement in parZcipaZon from the F&B establishments in town • They offered a wide variety of compelling specials which not only ramped up excitement for the BUSO in town but helped to drive traffic into town before, during and aier compeZZons • This was adverZsed through the US Open website, via the physical card itself which was handed out by community hosts and representaZves in the Burton Expo tent, as well as in the newspaper Town of Vail | CSE | 5/7/14 Community Contribution 51 • Burton US Open Hubs -‐Garfinkel’s, The Red Lion, Larkspur and Tavern on the Square were the 2014 hubs (March 3-‐8, 2014) • Burton chose four different restaurants in Vail to fully incorporate into the US Open as official bars where they were loaded with US Open branded barware, Burton décor, and some were given staff tee’s and hats. • BUSO showed their love for the community and support for these hubs but offering each bar a supply of giveaways such as snowboards, backpacks, and other Burton swag to giveaway however the restaurant chose. • Garfinkel’s hired a DJ for an extra night to do some giveaways, and said it was a huge hit. • The bars were all very pleased with the barware and giveaways Town of Vail | CSE | 5/7/14 Community Contribution 52 • Chill Fundraiser (Wednesday, March 5, 2014) • For the second year, the Chill Fundraiser was hosted at the Colorado Ski and Snowboard Museum. It was a wonderful way to Ze in the long standing organizaZon of Vail’s museum to such a wonderful philanthropic group. • The event was a huge success, packed wall to wall with athletes like Kelly Clark and Mark McMorris and a live DJ seng the night off right. • VIP Viewing for Red Sandstone Elementary (Thursday, March 6, 2014) • 45 second graders and 10 teachers from Red Sandstone Elementary were invited to watch the HP semi-‐finals in the VIP viewing area. • USO Emcee, Joanna Magic, got the group involved and on the big screen at the top of the halfpipe. Everything went well and the youth and teachers were excited at the opportunity and hope to come next year. Town of Vail | CSE | 5/7/14 Sustainability Efforts 53 • Recycled all of our Chloroplast Signage • We are repurposing our vinyl banners to use as tote bags/recap book jacket sleeves • There was recycling venues located throughout our sponsor villages • Ali Kenny gave a speech about the importance of sustainability and Burton’s acZvaZon with the Green Mountain Process, Blue Sign partnership, and our partnership with POW hdp:// www.burton.com/default/sustainability) • Worked with town environmental officials to develop green pracZces and worked with Vail Honey Wagon to recycle all event cardboard, plasZc and aluminum • Had event staff dedicated to collecZng and sorZng trash and recycling • Served beverages in recyclable or compostable cups • Moved to majority use of linens in lieu of plasZc disposable tablecloths • No vehicles were lei idle while loading in and out Town of Vail | CSE | 5/7/14 Sustainability Efforts 54 • Burton and Mountain Dew are dedicated to sustainability. This collaboraZon resulted in the USO Recycling program and Green Mountain Process Soigoods – backpacks and outerwear fabrics made from recycled Mountain Dew bodles. • Listed below are aspects of Mountain Dew’s on site acZvaZon that showcased their green efforts and sustainability awareness during the 2014 US Open: • Compostable Sampling cups • Dew/Burton GMP Branded Recycling Bins • Green Mountain Process Showcase -‐ GMP vending machine dispensing Mountain Dew x Burton PET tee’s made from recycled Mountain Dew bodles. • Large PCR display showcasing the process of recycling Mountain Dew bodles into fabrics used in Burton tee shirts and outerwear. • Custom PCR Tee Shirt Transfer StaZon • Custom, consumer designed graphics printed via heat transfer onto Mountain Dew x Burton PET tee shirts made from recycled Dew bodles. Town of Vail | CSE | 5/7/14 Sustainability Efforts 55 • Dew Recycling Bins • 20 Mountain Dew branded recycle bins throughout sponsor village to aid in green efforts. • All bodles of Mountain Dew used for sampling were recycled. • Useful and Relevant Premiums • Buffs, wax, wax scrapers, beanies, tee shirts. • All premiums and swag items are meant to be used for the long term. No “throw away” premiums or swag was produced. Town of Vail | CSE | 5/7/14 Memorable Quotes “As another snowboarding season comes to a close with the US Open, I can honestly say that this has been one of my favorites.”-‐Donna Carpenter, President Burton Snowboards (Burton Girls) “[I’m] so psyched to be in Vail for the US Open, great contest, great people.” –Ben Fergueson, CompeZtor (TV8 Interview) “I love Vail. I’m so happy it’s here. The snow is so good, and the weather last year and this year have been opZmal. Everyone looks forward to coming to Colorado to finish the season off.” –Hannah Teter, 2006 Olympic Winter Games, Gold Medalist (TV8 Interview) 56 Town of Vail | CSE | 5/7/14 Memorable Quotes “It’s so fun to come back and be at a US Open, they have been the history of our sport with the compeZZve side. They take really good care of the athletes. The course is fun, it’s totally snowboarder driven and it feels fun to be here.” –Jaime Anderson, 2014 Olympic Winter Games Gold Medalist “It’s awesome to have the [US] Open in Vail…to be in Vail has just been amazing…” –Kaitlyn Farrington, 2014 Olympic Winter Games Gold Medalist 57 Town of Vail | CSE | 5/7/14 TOV Inclusions/Deliverables 58 In exchange for financial support to the USO, Burton delivered all of the following benefits to TOV: The right to Town of Vail name and/or logo I.D. on USO 4-‐color print ads in naZonal publicaZons including a Full Page, Transworld Snowboarding March issue, Full page; Snowboarder Feb issue (Size TBD); The right to Town of Vail menZon in all radio adverZsing and promos to be aired throughout the Vail Valley on KZYR; The right to Town of Vail name and/or logo I.D. on three-‐thousand four hundred (3,400) USO posters and eight thousand five hundred (8,500) event flyers; The right to Town of Vail name on the USO media releases; Town of Vail | CSE | 5/7/14 TOV Inclusions/Deliverables 59 The right to Town of Vail name and/or logo I.D., with link, on the landing page and sponsor page of the USO website to launch in January 2014; The right to Town of Vail name and/or logo I.D. on one-‐thousand (1,000) USO t-‐shirts; The right to Town of Vail name and/or logo I.D. on three-‐thousand (3,000) USO credenZals; The right to Town of Vail name and/or logo I.D. on twenty (20) Rider/ CompeZtor bibs; The right to Town of Vail signage displayed in the USO compeZZon venue and sponsor village. Burton to produce no less than ten(10) 3'x8' coroplast signs and TOV to provide up to twenty (20) 3'x8' vinyl banners; Town of Vail | CSE | 5/7/14 TOV Inclusions/Deliverables 60 The right to Town of Vail signage displayed in the USO compeZZon venue and sponsor village. Burton to produce no less than ten(10) 3'x8' coroplast signs and TOV to provide up to twenty (20) 3'x8' vinyl banners; The right to Town of Vail name and/or logo I.D. on the 8'x8' USO awards backdrop; The right to a minimum of fiieen (15) Town of Vail PA menZons at the USO at Golden Peak, Solaris and Lionshead; The right to two(2) thirty second (:30) spots to be aired during the live 60 minute or 120 minute USO programs to be aired on Fox Sports 2; The right to integrated TOV onsite signage visually into the webcast and television programming globally; Town of Vail | CSE | 5/7/14 TOV Inclusions/Deliverables 61 The right to twenty-‐five (25) pairs of USO VIP credenZals (50 total credenZals); The right to ten(10) thirty second (:30) spots to be aired on the Big Screens during the USO; The right to place a printed collateral piece in one thousand one hundred (1100) USO gii bags; The right to receive twenty-‐five (25) USO gii bags; The right to the inclusion of a :10 second Town of Vail vignede in one or more USO television programs, Burton to produce; The right to quality talent for the Solaris USO concerts; The right to visibility via Burton's global television distribuZon; Town of Vail | CSE | 5/7/14 TOV Inclusions/Deliverables 62 The right to an increased paid USO markeZng/social media push and presence into key domesZc and internaZonal Town of Vail markets; The right to a Town of Vail merchant outreach and support program surrounding the USO (expansion of the Après All Day program of 2013); The right to the expansion of the Riglet program to Lionshead; The right to the placement of a fourth and addiZonal Big Screen at Gore Creek Avenue as a secondary music venue; The right to an increased four (4) day event vs. a three(3) day event at the Town of Vail Solaris venue (Après All Day Lounge); Town of Vail | CSE | 5/7/14 TOV Inclusions/Deliverables 63 The right to a USO Town of Vail school outreach program which will be exclusive to Vail schools including Red Sandstone and VMS; and The right to a USO Town of Vail school outreach program which will be exclusive to Vail schools including Red Sandstone and VMS; and Town of Vail | CSE | 5/7/14 THANK YOU! For additional highlight images of USO photos, collateral, and PR clippings, please go to: Host: 199.104.126.168 Username: burtonmedia Password: access@burton Folder: USO 2014 64 Town of Vail | CSE | 6/7/14 2014 USO Lodging Follow-up In both 2013 and 2014, the USO demonstrated a significant impact on lodging within the Vail valley. 2014 showed continued growth over year 1 of the event, with an 8% increase in lodging tallies and $32 bump in ADR from the same week in 2013. The positive impact of the USO can be further inferred by examining the lodging totals, ADR and snowfall in the years prior to 2013 and the apparent growth for the two years that Vail has hosted the event. 1 Lodging Tallies Event Week Same Calendar Week March ADR Event Room Nights Snow Fall 2014* 96% (Mar 3-8) $496 2318 7” 2013 97% (Feb 25 – Mar 2) 88% (Mar 4-9) $464 1827 10” 2012 82% (Feb 26 – Mar 3) $428 NA 11” 2011** 84% (Feb 28 –Mar 5) $422 NA 12” USO Lodging Notes *In 2014, Vail Mountain considered March 3-21 as Peak Spring Break. With March 28- April 6 is the absolute peak given it has the most schools out for Easter/Spring Break. (Vail Mountain didn’t start tracking and identifying peak vs. off-peak periods until this past year. However, peak periods during that time of year are typically the second – fourth weeks of March due to spring breaks). **The new luxury inventory came on line fall of 2011. 2 © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 1 BURTON US OPEN PRESENTED BY MINI 2014 VAIL, COLORADO Expertise by REPUCOM Your contact: Andreas Knupfer | Sabine Gaißer TV Exposure © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 2 »BASICS 3 »MANAGEMENT REPORT 7 »KEY FACTS »SUMMARY »TV MEDIA MONITORING 10 »BY COUNTRY »BY GENRE »APPENDIX 15 »CONTACT 21 CONTENT © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 3 BASICS © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 4 BASICS EVENT Burton US Open Snowboarding Championships Vail 2014 SPONSORSHIPS Burton, MINI, Garmin, Vail MONITORING PERIOD Standard Markets: February 24 to April 19, 2014 Further Markets: March 1 to March 20, 2014 plus broadcasting information by Burton DATABASE Standard Markets: Austria, France, Germany, Italy, Netherlands, Pan Europe, Switzerland, UK, USA Further Markets: Australia, Canada, China, Finland, Japan, Norway, Russia, South Korea, Brazil, Argentina, Mexico, Sweden, Poland, Israel*, Malaysia*, Pan Middle East*, Pan Eastern Europe*, New Zealand*, Portugal*, Singapore*, Vietnam* (*=specific coverage only) Distribution list provided by Burton / Audience ratings estimated by Repucom / Brand Analysis: extrapolation based on Repucom Monitoring SPONSORSHIP VALUE Base: CPT €1,- and € 10,- SPONSORSHIP CPT Base: Sponsorship fee: € 100.000,- / 30 seconds EVENT INDEX Base: Broadcasting Time and Audiences SPONSORING INDEX Base: Visibility and Audiences © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 5 BASICS SOURCES »Austria: Audience 12+ / Base: Eurodata TV / AGTT »Finland: Audience 10+ / Base: Eurodata TV / Finnpanel Oy »France: Audience 15+ / Base: Eurodata TV / Médiamétrie »Germany: Audience 14+ / Base: Eurodata TV / AGF / GFK / TV Scope »Italy: Audience 15+ / Base: Eurodata TV / Auditel »Netherlands: Audience 13+ / Base: Eurodata TV / SKO »Norway: Audience 12+ / Base: Eurodata TV / TNS Gallup »Russia: Audience 16+ / Base: Eurodata TV / TNS Gallup Media »Switzerland: Audience 4+ / Base: Eurodata TV / Publica Data AG »UK: Audience 16+ / Base: Eurodata TV / BARB »USA: Audience 18+ / Base: Eurodata TV / Nielsen Media Research »Pan Europe: Audience 0+ / Base: Eurosport Fernsehforschung © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 6 BASICS TV PANELS: Monitoring Period: Standard Markets: February 24 to April 19, 2014 Further Markets: March 1 to March 20, 2014 Austria: France: Germany: Israel: New Zealand: Norway: Pan Middle East: Poland: Russia: Sweden: Switzerland: USA: ATV+, ORF 1, ORF 2, ORF Sport Plus, Servus TV TF1, FR2, FR3, Canal+, Sport+, Ma Chaine Sport* ARD incl. regionals, ZDF, RTL, Sat1, Pro7, N24, VOX, n-tv, 3SAT, Kabel 1, Hamburg1, münchentv, EinsPlus, Sport 1 ESPN Israel*, Sport 1*, Sport 2*, Sport 5*, Sport 5+*, Sport 5+ Live* Sommet Sports* TV 2 Zebra*, Viasat Sport*, NRK 1, NRK 2, TV 2 Sport OSN Sports1-4* Polsat Sport*, Polsat Sport Extra*, TVP Sport*, Polsat TV, TV 4, TVP 1, TVP 2 NTV, NTV+ Sport, NTV+ Sport Online, Perviy Kanal, Rossiya 1, Rossiya 2, Rossiya 24, CR 1* SVT 1, SVT 2, TV 4, TV 4 Sport, TV 10*, TV 11*, TV 4 Sport Extra*, Viasat Sport* SRF 1+2, RTS un, RTS Deux, RSI La 1, RSI La 2, Teleclub Sport 1-3*, SSF* ESPN-USA, ESPN 2, NBC, Fox Sports 1+2*, Universal Sports*, Speed 2* * Desk Research – dedicated coverage only (no highlights or news programs) DISTRIBUTION LIST: Italy: Portugal: Sweden: World Wide: USA: Sport Tre Sport TV Viasat Sport 4 Transworld Sport feature Fox Sports local © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 7 MANAGEMENT REPORT © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 8 KEY FACTS TV Exposure by REPUCOM »The Burton US Open presented by Mini were physically monitored in 8 core markets from February 24th to April 19th. Additionally 21 further countries have been analysed between March 1st and March 20th. The event received a total TV coverage of 137 hours in 12 markets and therefore can be said to have performed slightly better than in 2013 (110 hours). »The level of live coverage has been outstanding. With a share of 32% on the overall broadcast time live broadcasts increased by 22% compared to the previous year – thanks to extensive coverage in New Zealand, Germany and Russia. »In particular New Zealand contributed to the good result. The channel Sommet Sports gained 20% of the total broadcast time and produced the majority of live broadcasts (16 hours; 37%). »Significant for the total decrease in audiences (- 40%) are losses in Japan where in 2013 nearly 10 million viewers were generated by a couple of news broadcasts. In 2014 the attention might have been concentrated on the Olympic Games in Sochi where Japanese athletes performed quite well. »Similar to last year the snowboarding event is driven in its media pressure by France and Poland who claim for 42% of the total Event Index. »Noteworthy and relevant were the increases in TV indicators in Germany. Specific coverage on ARD EinsPlus and on-screen presence in news programmes as well as in the ARD/ZDF Mittagsmagazin contributed 8% of the total media impact. Distribution List »The documented coverage was complemented by an international TV distribution list provided by the organizer covering 5 markets. Hence the overall broadcast time ends up to a total of 488 hours which means an increase of 84% compared to 2013. »Especially the American channel Fox Sports proved to be a good media partner. Numerous local broadcasters reached an on- screen presence of more than 300 hours. Great interest could be awaken within the US market: 1.06 mil. viewers on Fox Sports 2 and Fox Sports locals have been generated. © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 9 SUMMARY Monitoring 12 212 3,24 3,511 Distribution list 5 417 6,61 4,240 TOTAL 629 9,85 7,751 Base TV Exposure - US Open 2014 Number of analyzed countries Number of broadcasts Cumulative Audience (million) Event Index (points) Broadcast Time (h:mm:ss) 136:52:37 351:16:00 488:08:37 © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 10 TV MEDIA MONITORING © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 11 TV MEDIA MONITORING BY COUNTRY Austria 0:49:29 0,02 0,024 0:49:29 0,02 0,024 France 7:34:52 0,15 0,568 7:34:52 0,15 0,568 Germany 7:23:18 2,24 0,265 7:23:18 2,24 0,265 Israel 7:05:00 0,03 0,113 7:05:00 0,03 0,113 Italy 6:00:00 0,00 0,0226:00:00 0,00 0,022 New Zealand28:20:00 0,11 0,453 28:20:00 0,11 0,453 Norway 0:17:52 0,10 0,008 0:17:52 0,10 0,008 Pan Middle East1:00:00 0,01 0,018 1:00:00 0,01 0,018 Poland 19:03:54 0,22 0,870 19:03:54 0,22 0,870 Portugal 6:00:00 0,06 0,3246:00:00 0,06 0,324 Russia 25:44:12 0,08 0,288 25:44:12 0,08 0,288 Sweden 3:00:00 0,04 0,2164:44:00 0,12 0,3797:44:00 0,16 0,595 Switzerland19:35:00 0,14 0,260 19:35:00 0,14 0,260 USA*16:59:00 0,11 0,427334:30:00 0,95 3,187351:29:00 1,06 3,613 Worldwide 0:02:00 5,48 0,3290:02:00 5,48 0,329 Total 136:52:37 3,24 3,511351:16:00 6,61 4,240488:08:37 9,85 7,751 Total Event Index (points) Broadcast Time (h:mm:ss) Cumulative Audience (million) Event Index (points) Distribution List Cumulative Audience (million) Broadcast Time (h:mm:ss) Broadcast Time (h:mm:ss) Cumulative Audience (million) Event Index (points) Monitoring Country *USA: A split of Fox Sports into several local broadcasters leads to a relatively high cumulated broadcasting time © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 12 TV MEDIA MONITORING BY COUNTRY 0:49:29 7:34:52 7:23:18 7:05:00 28:20:00 0:17:52 1:00:00 19:03:54 25:44:12 19:35:00 7:44:00 Austria France Germany Israel New Zealand Norway Pan Middle East Poland Russia Sweden Switzerland USA 351:29:00 0,024 0,568 0,265 0,113 0,453 0,008 0,018 0,870 0,288 0,260 0,595 1,06 3,613 Monitoring Distribution list 0,02 0,15 2,24 0,03 0,11 0,10 0,01 0,22 0,08 0,14 0,16 BROADCAST TIME [hh:mm:ss] CUMULATIVE AUDIENCE [million] EVENT INDEX [points] © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 13 TV MEDIA MONITORING BY GENRE Austria 0:49:290,020,024 France 3:43:580,080,3523:50:540,070,216 Germany 6:10:230,020,1890:47:510,010,024 0:25:042,220,052 Israel 1:00:000,010,0366:05:000,020,077 Italy 6:00:000,000,022 New Zealand16:20:000,060,3321:30:000,000,02210:30:000,040,099 Norway 0:16:240,080,0070:01:280,020,002 Pan Middle East 1:00:000,010,018 Poland 4:44:550,050,26410:44:060,100,4803:34:530,070,127 Portugal 6:00:000,060,324 Russia 5:56:000,080,28819:48:120,000,000 Sweden 3:00:000,040,216 4:44:000,120,379 Switzerland 19:35:000,140,260 USA 3:01:000,010,04313:58:000,100,384 334:30:000,953,187 Worldwide 0:02:005,480,329 Total 43:56:160,341,72057:33:320,321,22734:56:170,340,5110:26:322,240,054351:16:006,614,240 Distribution List Broadcast Time (h:mm:ss) Cumulative Audience (million) Event Index (points) Broadcast Time (h:mm:ss) Cumulative Audience (million) Event Index (points) News/Others Broadcast Time (h:mm:ss) Cumulative Audience (million) Event Index (points) Country Specific Exposure Secondary Exposure Broadcast Time (h:mm:ss) Cumulative Audience (million) Event Index (points) Live Sports Cumulative Audience (million) Broadcast Time (h:mm:ss) Sport magazine Event Index (points) © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 14 43:56:16 57:33:32 34:56:17 00:26:32 351:16:00 Live Sport Sports magazines News/Others Distribution list 0,34 0,32 0,34 2,24 6,61 BROADCAST TIME [hh:mm:ss] CUMULATIVE AUDIENCE [mill.] TV MEDIA MONITORING BY GENRE 1,72 1,23 0,51 0,05 4,24 EVENT INDEX [points] © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 15 APPENDIX © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 16 TERMINOLOGY AND ANALYSING METHODS Audience Analysis From the sponsor’s point of view, an event’s relevance is greatly influenced by the size of its TV audience. The corresponding audience figures complement the information provided by REPUCOM’s media research, and are crucial for evaluation of sponsorships. As a licensee of ratings agencies around the world (Germany: GfK Gesellschaft für Konsumforschung), REPUCOM receives data on all programs aired by TV stations around the globe. In some cases information is provided by the broadcasters themselves. REPUCOM cannot be held liable for the accuracy of the figures provided. The most commonly used audience figures are: »Audience: adults or all individuals in millions »Market share: percentage of the total TV audience in a particular timeslot within a country. As an additional service/option, these audience figures are also available for various other demographics such as age-groups, gender, level of income, level of education etc. This information makes it possible to identify certain target groups related to a sponsoring involvement. Brand Analysis REPUCOM brand analysis is the process of quantifying the brand visibility within TV programs. Thereby not only the duration of brand visibility but also the exposure sequence is documented. In order to chronometer exactly how long a brand is visible on screen, measurements are usually taken by means of REPUCOM’s digital recording process. In quantitative terms, the visibility of a sponsor message is measured by: »total duration of brand visibility »number of sequences »average duration of a sequence »total duration of brand visibility as a percentage of the broadcast time REPUCOM distinguishes two ‘levels’ of brand visibility: »Clear brand visibility is defined as visibility of a logo in its entire height and total width, i.e.100%. »Partial brand visibility is defined as visibility of at least three-fourths (75%) of a brand logo, whereby the sponsor can still be recognised. In addition, REPUCOM distinguishes brand visibility by the advertisement media used, e.g. perimeter boards, score boards, shirts, logo insert, etc. REPUCOM focuses on quantitative research. However, these tools allow to draw conclusions about some important qualitative aspects such as logo positioning on perimeter boards, camera work or positioning, logo design, etc. Please note that this is an optional service. Event Index The Event Index relates the broadcast time of an event to its audience ratings. This is done on a per broadcast item basis to obtain a more objective assessment tool, as the two key elements of the media impact are combined on the most detailed level as possible. © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 17 TERMINOLOGY AND ANALYSING METHODS TV Coverage REPUCOM analyzes the TV coverage for an event by concentrating in the first step looks at the following basic parameters: »number of relevant channels; »number of broadcasts covering the event; and »length of the coverage. REPUCOM’s European Standard Panel includes all crucial broadcast stations in Europe’s core markets. In addition to TV channels with an average market share of 5 per cent, the German panel does also include small local networks and broadcasters in urban agglomeration areas. In Germany, REPUCOM monitors a total of 90 TV stations. In European core markets, all channels that reach the 5 per cent market share barrier are analyzed. REPUCOM’s continuous documentation guarantees the complete and consistent registration of all sports items in TV. In order to provide detailed the information about TV coverage, REPUCOM categorizes broadcasts into: »Duration represents the duration (length) of the entire program. »Broadcast Time covers the duration of an item or particular event. Broadcast time will include a match as well as background stories, interviews, TV camera shots of the audience, etc. However, broadcast time excludes commercials, news interruptions, etc. In addition, REPUCOM distinguishes the following genres: »Sports This genre includes all sports items airing regularly or irregularly. As a rule, ‘sports‘ programs usually focus on a certain game or event (e.g. any broadcasts of game action, or special programs featuring certain competitions). »Live is a special genre which includes programmes that contain live game action of an event or game . »Sports magazine Sports magazines broadcast summaries of different sports, events or games. They are mostly shown regularly (daily, weekly) and generally feature no live game action. »News This genre includes all sports items broadcast within programs covering news. »Other Finally, the broadcast types are differentiated in: »Sports: delayed broadcasts including pictures of an event/s, video clips of an event/s, etc. »Live: live broadcasts. »Background: broadcasts with in-depth information on sportsmen/women, coaches, other important figures, and events. This broadcast type also includes interviews as long as they are related to a certain event. © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 18 TERMINOLOGY AND ANALYSING METHODS In order to classify the quality of an event and the value of a sponsoring engagement, etc. different approaches have been developed: »Sponsor Index »Cost-Per-Thousand (CPT) »Sponsoring value based on advertising spot ratings »Sponsoring value based on CPT Sponsor Index The Sponsor Index relates the visibility of a sponsor to its audience ratings. This is done on a program by program basis, allowing to compare »the quality of the on-screen presence of different events, types of sports, leagues, teams, etc. »the quality of the advertising space of a sponsoring investment at different events, types of sports, leagues, teams, etc. Calculation of the CPT based on a sponsoring fee This approach values the involvement by stating the following question: “I (the sponsor) have invested an amount of ‘x’ for my sponsorship activities. How effective was this money spent, i.e. how much did it cost me to reach 1.000 viewers and how does that compare to my classic advertising CPT ?” Sponsorship Value With the Sponsorship Value the ROI of a sponsorship can be measured. Based on the sponsorship fee (or alternatively the entire budget including activation), the sponsor’s visibility and the actual audience for every individual sponsor’s appearance, the actual cost of reaching 1000 viewers for 30 seconds is determined. This approach emphasizes the strength of international sponsorships, as it is generally a far more cost effective way of increasing brand awareness than any conventional communication tool. While in this study the Sponsoring Value is calculated on a presumed CPT of 10,- Euro (per 30 seconds), it can also be calculated on the basis of advertising spot ratings. In this case the Sponsorship Value is an indicator for a sponsor how much it would cost to buy advertising time in the equivalent timeslot and the same duration of brand visibility. The following parameters are used for the calculation of the Sponsoring Value: »Visibility of the sponsor’s logo or brand name »Cost of advertising (compared to equivalent costs of classic advertising) © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 19 TERMS & CONDITIONS TERMS AND CONDITIONS OF USE Please note that this report is subject to copyright agreements. All rights are reserved by REPUCOM. In particular, copyright is reserved for the investigation design together with expert evaluations and assessment of the results, which are the intellectual property of REPUCOM. If it is intended that this study in full or excerpt will be published, prior written consent is required from the proprietors, REPUCOM. Whilst proper due care and diligence has been taken in the preparation of this document, REPUCOM cannot guarantee the accuracy of the information contained and does not accept any liability for any loss or damage caused as a result of using information or recommendations contained within this document. © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 20 © COPYRIGHT The processes, methodologies, strategies, analysis techniques and materials which are detailed in this presentation are confidential and remain the sole and exclusive property of REPUCOM Europe. They are being disclosed in confidence and may not be reproduced, distributed, publicly displayed, adapted or used in any manner, by any other person, or any other entity without the express written consent of REPUCOM Europe. Any unauthorized reproduction, distribution, display, adaptation, or other use of such concepts will constitute breach of protected proprietary rights which are held by REPUCOM Europe, including but not limited to trade secrets, copyright rights, thereby exposing the breaching person or entity to legal remedies. REPUCOM Europe is making this presentation with the understanding that it will be compensated for any use of processes, methodologies, strategies, analysis techniques contained herein. By having viewed this presentation you have agreed to provide adequate compensation to REPUCOM Europe if you distribute, display, adapt or otherwise use the disclosed processes, methodologies, strategies or analysis. © REPUCOM | BURTON US OPEN PRESENTED BY MINI 2014 | JUNE 2014 21 International Sales & Account Manager SABINE GAIßER Manager Client Services Phone +49 (0) 721 91260 153 Email sgaisser@repucom.net CONTACT ANDREAS KNUPFER REPUCOM DEUTSCHLAND GRESCHBACHSTR. 3 76229 KARLSRUHE WWW.REPUCOM.NET Phone +49 (0) 721 91260 154 Email aknupfer@repucom.net 2014 USO TV ANALYSIS OVERVIEW Global TV Distro Total Hours Total Territories Potential Viewers (including Reairs) Total Monitored Hours Total Monitored Broadcasts Certified Viewers * 2014 1000+ 185 9,030,088,441 488:08:37 629 9,850,000 2013 1000+ 175 3,457,703,515 265:08:49 400 16,450,000 Notes: Total number of monitored hours, increased by 84% compared to 2013. Live broadcast made up 32% of the overall broadcast time, up 22% from 10% in 2013. In 2014, the total audience decreased by 40% compared to 2014 due to the loss of Japanese news media (no Ayumu Hirano at the 2014 event due to the fact he was at his school graduation).