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Home My WebLink About4.a. 2014 GoPro Mountain Games RecapEvent Recap: 2014 GoPro Mountain Games Commission on Special Events August 06, 2014 Photo by Jack Affleck GoPro Mountain Games: June 5-8, 2014 Mike Imhof, SVP Sales & Operations Paul Abling, Sr. Marketing & Public Relations Manager Office: 970.777.2015 mimhof@vvf.org pabling@vvf.org 2 Town of Vail | CSE | 12/15/11 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 12/15/11 Standard of excellence met by: AT A GLANCE 53,862 SPECTATORS $4.5M VAIL ECONOMIC IMPACT Est. revenue generated to the Town of Vail UNIQUE ATHLETES ATHLETE STARTS 2,530 3,107 BRAND PARTNERS CREDENTIALED MEDIA 110 200 MKTG IMPRESSIONS PR IMPRESSIONS 225,050,207 139,012,049 Event Strengths & Weaknesses 4 Town of Vail | CSE | 12/15/11 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. First Lionshead Village footprint. 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. Estimated Results* Attendance Numbers 5 Town of Vail | CSE | 12/15/11 * Based on survey results. •83% of people in Vail specifically for event. •62% of people attended previous years YEA R ATHLETES SPECTATOR S 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 Estimated Results* Demographic Profile 6 Town of Vail | CSE | 12/15/11 •Attendees came from (local, regional, out of state, international): •46% Local •5% In-State Day •26% In-State Overnight •22% Out of State •1% International •Income bracket of attendees: •12% Student •9% $0-$24,000 •23% $25,000-$54,000 •13% $55,000-$74,999 •21% $75,000-$99,999 •17% $100,000-$199,000 •4% $200,000-$499,000 •1% $500,000+ * Based on survey results. •Average age: •8% 18-20 •9% 21-24 •38% 25-34 •17% 35-44 •16% 45-54 •8% 55-64 •4% 65+ Estimated Results* Event Attendee Estimated Spending 7 Town of Vail | CSE | 12/15/11 •Lodging: •66% attendees stayed in Town of Vail •Average amount spent on lodging/day: $190 •Estimated room nights booked due to event association: 5,526 + •Lodging call to action: Official Event Lodging Partners •Dining: $1,634,103 •Shopping: $1,187,548 •Other Activities: $120,896 * Based on survey results. Visitor Intent to Return* 8 Town of Vail | CSE | 12/15/11 Satisfaction ratings: •On average 86% are “Very” or “Extremely Likely” to return. •On average 74% of FIRST TIME attendees are “Very” or “Extremely Likely” to return. •Net Promoter Score = 68 * Based on survey results. Topline Marketing Efforts 9 Town of Vail | CSE | 12/15/11 MARKETING IMPACT OUTLET IMPRESSION S 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 Community Contribution 10 Town of Vail | CSE | 12/15/11 Additional Information 11 Town of Vail | CSE | 12/15/11 •For a detailed and comprehensive Partners Stakeholders report please visit this link: •https://www.dropbox.com/s/7keael9wftuoptd/2014%20GMG%20 Stakeholders%20Report%20-%20FINAL.pdf Additional documents attached to presentation: