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HomeMy WebLinkAbout2014 GoPro Stakeholders Report RecapMESSAGE TO OUR PARTNERS DEAR FRIENDS We are sincerely grateful for your business and partnership. The success of the GoPro Mountain Games is directly attributable to 110+ top tier outdoor lifestyle brands that choose this event as one of the platforms by which to showcase your products and services and grow your brand. We remain very proud of this event and sincerely hope it has helped you to exceed your own brand goals and objectives. Please enjoy this detailed stakeholder report and do not hesitate to contact us should you have questions or need additional information. Warm Regards, Mike Imhof, Sr. VP Sales & Operations Vail Valley Foundation HIGH LEVEL EVENT SNAPSHOT 2014 STRENGTHS Adjusted national television package with two unique shows on NBC Sports Network and multiple re-airings on Universal Sports and Outside Television. GoPro engagement and commitment. Bouldering venue relocated to Vail Village. Record crowds. Expanded Mountains of Music Free Concert Series. Better on-site digital activation via LED Walls and other assets. Consistent event branding and unified look and feel. LOOKING TO THE FUTURE 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. Out of market events or activations. Winter Mountain Games in 2016 Outdoor Reels & Photo Comp enhancements New events. Camping Village. AT A GLANCE 53,862 SPECTATORS $4.5M VAIL ECONOMIC IMPACT Est. revenue generated to the Town of Vail QUICK FACTS UNIQUE ATHLETES ATHLETE STARTS 2,530 3,107 BRAND PARTNERS CREDENTIALED MEDIA 110 200 MKTG IMPRESSIONS PR IMPRESSIONS 225,050,207 139,012,049 2014 PARTNERS PLATINUM PARTNERS GOLD PARTNERS SILVER SPONSORS GoalZero Redington GNC KIND LED Lenser Ravenswood FirstBank FITS OFFICIAL SUPPLIERS Klean Kanteen GoRVing Osprey Svedka Beyond Costal Colorado Mountain Express Dublin Dog Costa Fugoo Camp Chef Ruff Wear Trango GreenWare MEDIA PARTNERS Rock & Ice Trail Runner Canoe & Kayak Red Bulletin Elevation Outdoors Bike Magazine SUP The Mag Denver Post TV8 93.3 KTCL Denver LODGING PARTNERS Lodge At Vail Sonnenalp Antlers At Vail 2014 GERBER GEAR TOWN Outside Adventure Film School Rocky Mountain Sunscreen Nols Out There USA Princeton Tec 505 Southwest Salsa Beyond Coastal/Chums Door to Door Organics Gregory Packs Guayaki Yerba Mate HALA SUP Joshua Tree Products Pakems Power Ice SeasonFive SKINourishment Skratch Labs Moe's BBQ Game Ready Zen Fly Fishing Gear Marin Bikes The Steadman Clinic Vail Mountain Coffee and Tea Endurance Conspiracy Canyon Bake House Kota Long Boards Quiet Kat Costco DeLorme FishPeople GoPuck La Cantina Lilypond/Fishpond MusclePharm Wolfgang Dog Collars Ellsworth Bikes Yellow Belly Chicken Boom Movement Pear Sports Red Fox Wireless Yuba Bikes Complete/Cricket Trailers HI-DOW Bagito Adaptive Sports Center SUP Colorado/Weston Snowboards Nite Ize Belong Designs Tenba Bags 5 Hour Energy Trek Light Gear 10th Mountain Whiskey and Spirits Co. Camelbak Colorado Limited Confluence Water Sports Geigerrig Hydration Packs SmartShake EVOC/Rotor Bikes NUUN Hydration DT Swiss O2X Summit Challenges GoSpotCheck Gallegos Corporation Aksel's Mile High Mountaineering Share Brands US Forest Service 2014 GEAR TOWN PARTNER SPOTLIGHT ATHLETES BY EVENT GMG EVENT ATHLETES BIKE (Combined) 694 Slopestyle 55 XC MTB (All) 510 (+39/2013) Road Bike TT (All) 129 (-6/2013) CLIMB (Combined) 301 Bouldering WC 100 (+15/2013) Citizen Climbing 130 (+9/2013) Youth Climbing 71 (-3/2013) DOGS (Combined) 497 Speed Retrieve 46 Extreme Vertical 29 Big Air 364 (+87/2013) Rocky Dog 58 (-5/2013) FISH 2 Fly X-Stream 94 (+34/2013) KAYAK (Combined) 228 Steep Creek 53 (+8/2013) Freestyle 56 (+11/2013) 8 Ball 49 (+7/2013) DR Sprint 70 (+11/2013) RAFT Cross 48 SLACKLINE WC 32 SUP (Combined) 94 SUP Sprint 51 (-4/2013) SUP Cross 43 (+6/2013) ULTIMATE MTN CH. 54 (+1/2013) RUN (Combined) 1,004 10K Spring Runoff 326 (-1/2013) BADASS Dash 504 (+12/2013) 1/2 Marathon 174 (+41/2013) PHOTO COMP 61 (+1/2013) ATHLETE SNAPSHOT 2,530 UNIQUE ATHLETES | 3,107 TTL STARTS THROUGH THE YEARS YEAR ATHLETES SPECTATORS MKTG IMP. MEDIA $ 2014 2,530 unique 3,107 starts 53,862 227,500,743 $2,862,204 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 GROWTH HISTORY MARKETING IMPACT OUTLET IMPRESSIONS MEDIA VALUE Website 276,486 N/A Social 58,383,378 $267,805 Print 14,005,216 $637,421 TV Advertising 1,080,000 $23,725 Public Relations 139,012,049 $1,646,278 Digital 4,691,642 $42,539 Email 4,540,000 $9,786 Radio 2,476,436 $62,250 TV Show(s) 550,100 $172,400 227,500,743 MKTG IMPRESSIONS $2,862,204 TTL MEDIA VALUE MARKETING SUMMARY 2.5 HOURS NBC SPORTS NETWORK: Two unique shows broadcast nationally on 6/21/14 (90 min.), 7/08/14 (60 min.) to 78MM+ potential U.S. households each broadcast. Universal Sports Re -Airings: Each unique show (x2) 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 (x2) to be re -broadcast on Outside Television nationally no less than three times. *Approximately 12.3% growth over 2013 TV broadcasts. TELEVISION AT A GLANCE 2014 TV BREAKDOWN TELEVISION SUMMARY POTENTIAL US HH REACH MEDIA VALUE EST. VIEWERS 654,000,000 $172,000 550,100 PRINT ADVERTISING COMBINED AUDIENCE PRINT VALUE 14,005,216 $637,421 PRINT ADVERTISING AT A GLANCE PUB FREQ DATES Outside Magazine 4 April, May, Buyers Guide, June, Oct. Red Bulletin 2 April, May Canoe & Kayak 1 May Bike Magazine 1 June SUP The Mag 1 April Trail Runner 1 April Rock & Ice 1 April Elevation Outdoors 1 March Competitor Magazine 1 Feb, March Eddie Bauer Catalogue 1 Summer MISC/NEWSPAPER FREQ DATES Vail Daily 16 April – June Daily Weekly 4 May – June Denver Post 4 May - June Westword Racks 600 April - May Official Event Posters 3,000 April - June Official Event Programs 10,000 June DIGITAL ADVERTISING IMPRESSIONS MEDIA VALUE 4,691,642 $42,539 DIGITAL ADVERTISING AT A GLANCE WEBSITE RUNDATES IMPRESSIONS VitalMTB April - June 164,143 MountainBuzz March – June 194,032 Mountain Project April – June 100,000 Red Bulletin (iPad) April, May 1,000,000 Denver Post April - June 854,073 Clear Channel Area93.com May - June 54,970 Rock & Ice May – June N/A Trail Runner May - June N/A Competitor.com April - June 821,000 Rock & Roll Half Marathon Triathalete.com Facebook Ads Jan – June 165,742 Twitter Ads GoPro Campaign GoPro Campaign Google Display Network April - June 303,424 RADIO ADVERTISING COMBINED AUDIENCE MEDIA VALUE 2,476,436 $62,250 RADIO ADVERTISING AT A GLANCE STATION RUN DATES QTY/FREQ KTCL 93.3 FM Denver/Front Range May - June 200 Promotional Mentions 36 :30 Spots 54 : Streaming Spots 7 On-Air Giveaways Bud Light Promos KZYR 97.7 FM Vail Valley (The Zephyr) May – June 45 athlete/sponsor interviews 78 :30 Spots 2 1 Hour Specials COMBINED AUDIENCE MEDIA VALUE 4,540,000 $9,786 EMAIL AT A GLANCE SENDER DATES QUICK FACTS MG/VVF Database Feb-June x13 ~30% Avg. Open Rate 5,716 Clicks 5.17% CTR Eddie Bauer May x2 Elevation Outdoors May x2 OpenSnow April Blue Ridge Outdoors May KTCL Clear Channel May FMB Wildcard May GoPro – Clinics Blast June EMAIL BLASTS COMBINED AUDIENCE MEDIA VALUE 1,080,000 $23,725 TV ADVERTISING AT A GLANCE TV CHANNEL RUN UNITS Denver interconnect Comcast Discovery, ESPN2, ESPN, MTV, NBC Sports, National Geographic, Travel Channel, Green Network, Spike TV, Altitude May - June :30 TV8 Vail November – June :30 60 TV Show Re- Airings (multiple) 120 Live Mentions 16 “Good Morning Vail Interviews” 15+ Sponsor Interviews Outside TV May – June :30 VLMD - Denver Comcast May - June :15/:15 bookend VLMD – Denver KCNC May - June :30 TV ADVERTISING PR SUMMARY MEDIA PLACEMENTS CREDENTIALED MEDIA 379 200 PR IMPRESSIONS PR MEDIA VALUE 139,012,049 $1,646,278 *Report prepared by Backbone Media with Cision PUBLIC RELATIONS AT A GLANCE HOSTED MEDIA GOPRO FAM VVF Hosted Media AskMen.com Cool Mom Tech Cosmopolitan Curved (Germany) e-adrenaline (France) Elevation outdoors GeekMom.com Gizmodo Grind Media Influencer Men’s Fitness MTBR Outside Magazine T3 (UK) GQ (Japan) Wired (Japan) MPORA Outside Magazine (x8) Elevation Outdoors (x4) AdventureTykes.com Gear Patrol Trail Runner/Rock & Ice Denver Post COVERAGE BREAKDOWN PR BY THE NUMBERS *Report prepared by Backbone Media with Cision PR HIGHLIGHTS Outlet: Outside Online Date: June 2014 Featured: UMC, Dock Dogs, Gallery Outlet: Outside Magazine Date: March 1, 2014 Featured: Outside 2014 Race Report Outlet: Sports Illustrated Online Date: June 5, 2014 Featured: GPMG Highlights Outlet: Travel Channel Date: April 16, 2014 Featured: 21 Manly Adventures Outlet: Shape.com Date: May 29, 2014 Featured: Lindsey Vonn Outlet: MensFitness.com Date: June 1, 2014 Featured: GPMG Photo Gallery Outlet: VitalMTB.com Date: June 10, 2014 Featured: GPMG Recap Outlet: GearJunkie.com Date: June 19, 2014 Featured: GPMG Outlet: AskMen.com Featured: GPMG Gallery Outlet: PinkBike.com Date: June 11, 2014 Featured: Slopestyle Outlet: RockAndIce.com Date: June 8, 2014 Featured: Bouldering Outlet: SnowboardingMag.com Date: June 6, 2014 Featured: Partner Outlet: GrindTV.com Date: June 3, 2014 Featured: 5 Things to Do Outlet: Elevation Outdoors Date: May 1, 2014 Featured: GPMG Photo © Connor Walberg WEBSITE AT A GLANCE 276,486 Pageviews 2.30 Pages/visit 121,132 Site Visits 84,041 Unique Visitors 72% New Visitors 2:35 Avg. Time 71% Desktop 16% Mobile 12% Tablet 2014 WEBSTATS July 12, 2013 – June 30, 2014 EVENT SNAPSHOT June 1– June 10, 2014 113,641 Pageviews 2.60 Pages/visit 43,689 Site Visits 28,609 Unique Visitors 56% New Visitors 3:09 Avg. Time 2014 TOP CONTENT Home Results Schedule Register XC Mtn. Bike BADASS Dash Half Marathon Ultimate Mtn Challenge Bouldering WC 1,556 Website Social Shares Top Content: TV/Webcast Sched. Register Results Bouldering WC Photo Comp Winners COUNTRIES United States Canada United Kingdom France Germany Japan Mexico India Australia Brazil STATES Colorado California Texas Illinois Virginia Utah New York Florida Washington Massachusetts 2014 ONLINE MARKETS & DEMOS WEB DEMOGRAPHICS SOCIAL ACTIVATION #ULTIMATEMTNDOG PROMOTION 6,345 Visits 396 Entries 4,731 Votes 2,463 Unique Voting Users #ULTIMATEMTNFAMILY PROMOTION #GOPROMTNGAMES PROMOTION 2,315 Visits 159 Entries 890 Votes 442 Unique Voting Users 2,622 Visits 4,953 Entries SOCIAL MEDIA SUMMARY IMPRESSIONS MEDIA VALUE ENGAGEMENTS 58,383,378 TTL Impressions $267,805 TTL Media Value 736,427 TTL Engagements SOCIAL MEDIA HIGHLIGHTS July 12, 2013 – June 30, 2014 BY OUTLET 37,075,853 Impressions 19,224,098 Impressions 675,027 Video Views 1,408,400 Impressions $185,379 Media Value $67,284 Media Value $8,100 Media Value $7,042 Media Value 64,162 Engagements Likes/Comments/Shares 9,228 + Engagements RT/Favorite/Mentions 10,303 Engagements Likes/Comments/Shares 652,734 Engagements Likes/Comments ONLINE VIDEO VIDEO VIEWS MEDIA VALUE ENGAGEMENTS 675,027 $8,100 10,303 ENGAGEMENT 10,303 Likes FB & YT 155 Dislikes YT 100 Comments FB & YT 1,201 Shares FB ONLINE VIDEO AT A GLANCE VIDEOS AT A GLANCE 468,671 2014 Event/Partner Video Views 92,922 Additional Views to 2013 Videos 113,434 Facebook Uploaded Views TOP EDITS 2014 TOP EDITS GoPro | Slackline with Alex Mason GoPro | DockDogs Big Air Course Preview GoPro | Rush Sturges Course Preview GoPro | Sierra Blair-Coyle Course Preview GoPro | Kai Lenny Course Preview LT11 | Slow Moments Bouldering ONLINE VIDEO AT A GLANCE FACEBOOK IMPRESSIONS MEDIA VALUE ENGAGEMENTS 37,075,853 $185,379 64,162 ENGAGEMENT July 12, 2013 – June 30, 2014 36,748 Post Likes (VVF) 2,163 Comments (VVF) 3,380 Shares (VVF) Key Partner Brands = 21,871 ++ Engagements EVENT SNAPSHOT | ENGAGEMENT June 1-10, 2014 11,707 Post Likes 579 Comments 894 Shares FACEBOOK AT A GLANCE FACEBOOK INSIGHTS July 12, 2013 – June 30, 2014 340,390 Clicks 124,129 Photo Views 978,502 Engaged Users (D) 16,991,011 Page Reach (D) 11,813 New Page “Likes” EVENT SNAPSHOT | FACEBOOK INSIGHTS June 1-10, 2014 17,723,431 Impressions (D) 471,085 Engaged Users (D) 6,701,907 Page Reach (D) 1,797 New Page “Likes” TOP POSTS IMPRESSIONS MEDIA VALUE ENGAGEMENTS 1,408,400 $7,042 652,734 ENGAGEMENT July 12, 2013 – June 30, 2014 63,047 Photo/Video Likes (VVF) 8,451 New Followers 481 Comments (VVF) Key Partner Brands = 589,206 ++ Engagements #GOPROMTNGAMES #MOUNTAINGAMES 5,561 Tagged Media 1,149 Tagged Media EVENT SNAPSHOT | ENGAGEMENT June 1-10, 2014 53,179 Post Likes 260 Comments INSTAGRAM AT A GLANCE INSTAGRAM DEEP DIVE INSTAGRAM AT A GLANCE 1,305 1,159 1,084 1,084 1,039 963 963 963 940 938 collision crushing fun k9 supcross finalwave dogsareathl… strategy steepcreek pocahontas ENGAGEMENT PER POST TOP PHOTO TAGS 569 569 400 364 364 364 316 268 268 268 pupsthatjump dogsareathlet… gopromtnga… fun gorecreek vail gopro badassdash mudrun obstaclerace ENGAGEMENT PER POST TOP VIDEO TAGS #gopromtn… photo gopro hero3 shot colorado amazing stoked KEYWORD ANALYSIS ENGAGEMENT DETAILS Instagram Likes per photo per video 549.2 327.4 Instagram Comments per photo per video 4.0 8.6 SOCIAL TWITTER TWITTER HIGHLIGHTS July 12, 2013 – June 30, 2014 IMPRESSIONS Includes RT’s & Mentions MEDIA VALUE Based on avg. Twitter Ad CPM 19,224,098 $67,284 @MOUNTAINGAMES HASHTAG USAGE 960 New Followers 3,585 TTL Followers 305 Event Tweets 921,345 Potential Impressions 3,367 +++ #GOPROMTNGAMES 47 #MOUNTAINGAMES TWITTER ENGAGEMENT 1,252 RT (VVF) 7,749,893 Potential RT Reach 1,540 Favorites 819 Mentions 10,505,610 Potential Reach TWITTER ENGAGEMENTS 3,611 EVENT/VVF 5,617 KEY PARTNER BRANDS 9,228 ++ TTL. ENGAGEMENTS Report compiled using Twitonomy & Meltwater Buzz DEEP DIVE RESEARCH HIGHLIGHTS •Total completed surveys – 326 •Sample size provides statistical validity with an error rate of 5.4% at a 95% confidence interval •Estimated attendance – 53,862 (+/- 20% error level should be considered) •Estimated revenue generated to the Town of Vail - $4.5M (+/- 20% error level should be considered) •Net Promoter Score – 68 •Overall Satisfaction – 4.7 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) •83% of the attendees came to Vail, CO specifically for the Summer Mountain Games •62% of the attendees had attended the Summer Mountain Games in the past •Average number of days attended – 2.5 •Favorite event – Kayaking Events •One Change – Parking, additional F&B vendors, and more free swag •“Word -of-mouth” and “Newspaper” were selected most when asked, “How did you hear about, and/or where did you see advertising for the Summer Mountain Games?” •82% of the attendees staying in paid lodging stayed in Vail, CO •85% 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 – 3.4 •Average group size of those lodging in Vail, CO – 3.0 •Average age of respondents – 36 | Average age of children under 18 – 8.4 •Estimated number of room nights generated by the SMG – 5,526 •Estimated average nightly rate in Vail- $190 SURVEY CONDUCTED BY INTERCEPT INSIGHTS LLC RESEARCH PSYCHOGRAPHICS SURVEY CONDUCTED BY INTERCEPT INSIGHTS LLC 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 1.) Hiking 2.) Kayaking/Boating/Rafting 3.) Camping 4.) Mountain Biking 5.) Traveling FAVORITE SUMMERTIME ACTIVITIES 2014 CREATIVE NEW ANCILLARY EVENT LOGOS DIGITAL CREATIVE WEB & MOBILE PRINT CREATIVE TRUSS HEADERS AND KEY SIGNAGE 2014 SIGNAGE AWARDS BACKDROP DIRECTIONAL SIGNAGE ENTITLEMENT SIGNAGE SEE YOU JUNE 4-7, 2015 Our sincere thanks for your ongoing support. We wish you all continued success and, in partnership with you, look forward to making the 2015 GoPro Mountain Games even better!