HomeMy WebLinkAbout1. Attachment G - 2014 Burton US Open_CSE_EDITED2Event 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