HomeMy WebLinkAbout2015 Burton USO RecapSurveyed Event Recap: 2015 Burton US Open
May 19, 2015
Burton US Open Snowboarding Championships: Mar 2-7, 2015
Nick Sargent
Office: 802.660.3285
Mobile: 303.588.5807
nicksa@burton.com
2
PHOTO
Town of Vail | CSE | 5/19/15
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Table of Contents
Event Overview Page 4
Brand Compatibility/Event Strengths &Weaknesses Page 8
RRC Survey/General USO Findings Page 18
USO Visitor/Attendance Page 20
Lodging Page 31
NPS Page 34
Revenue and ROI Page 38
Vail Mountain Impact Page 43
Community Page 45
Broadcast/Webcast Page 51
Marketing and Promotion Page 57
Social Media Page 64
PR/Communications Page 74
Event Budget Page 80
Sustainability Page 83
Appendix A: RRC Survey, Burton Dash Analysis Page 88
Appendix B: RRC Survey, USO Intercept Page 89
Appendix C: Contractual Deliverables Page 91
Town of Vail | CSE | 5/19/15
Event Recap
The 2015 US Open was one for the books. Glorious weather and history making runs
once again raised the bar for the world’s greatest snowboard event. The 2015 Open is
being touted as the “best ever.” 94 of the greatest snowboarders representing 19
countries, including Olympic medalists and riders as young as 14 years old, converged
on Vail for the third time for four days of intense competition and fun. Riders included
such greats as Jamie Anderson (Olympic gold, USA), Kelly Clark (Olympic bronze, USA),
Chloe Kim (XGames gold, USA) and Silje Norendhal (XGames gold, NOR), Mark
McMorris (Olympic bronze, CAN ), Stale Sandbech (Olympic silver, NOR), Danny Davis
(XGames gold, USA) and Iouri Podladchikov (Olympic gold, SUI).
The goal for 2015 was to to produce the best USO to date by building upon the
successes of the last two years and making improvements where needed. This was
accomplished both on-hill, with enhancements to the competition venues and a
smoother build process, as well as off-hill, including greater outreach efforts among
local merchants, youth and the community at large and more targeted marketing and
promotion.
These efforts resulted in a better event for the guests, greater economic impacts to
the local community over the last two years and a significant number of
millennials coming to Vail.
4 Town of Vail | CSE | 5/19/15
USO By The Numbers: Event Overview
5
•Date: March 2-7, 2015
•Athletes: 94
•Spectators: 21,500 unique/112,996 spectator
impressions
•Visitor Profile: 51% overnight visitors, 34% make over
$150k, 56% from outside CO, 63% first time USO
attendees, 21% were first time visitors to Vail, 53%
had come earlier in the same season, 40% of those
surveyed came to Vail for the event.
•Millennial: 45% (were under 34) and nearly 2/3rd of
all parties had group members that fell within that
age cohort (63%).
•NPS: 58 (up from 40% in 2013)
Town of Vail | CSE | 5/19/15
USO By The Numbers: Event Overview
6
•Good fit for Vail: 81% of those surveyed said the USO
is an “extremely good fit”
•Likely to recommend: 71% are “extremely likely” to
recommend the event to a friend or family member
•Event Budget: $4,500,000
•TOV Investment: $400,000
•Parking Revenue Generated: $121,738.10
•Tax Revenue Generated in March: $4,057,344
•Direct economic impact by attendees: $3,081,167.56
•ROI to Vail (RRC): $7.70 for every partnership dollar
•ROI to Vail for PR Impressions: 60-to-1
Town of Vail | CSE | 5/19/15
USO By The Numbers: Event Overview
7
•TV Programs: 7
•Global Broadcast Hours: 2239
•Global Webcast Hours: 83,253
•Media On Site: 146
•PR Impressions: 1,755,723,717
•Social Media Impressions: 186,727,100
Town of Vail | CSE | 5/19/15
8
Brand Compatibility
"It's fun to be here in Vail. The sport is progressing,
and the event is progressing too. Vail is so
accommodating - the whole town and the people
who come out to watch - it’s such a great vibe.”
Jake Burton Carpenter, Founder, Burton Snowboards
“Now, in our third year here Vail has just got it dialed.
They’re all so positive about it. From the restaurant
owners to the bars, to the hotel owners; from
operations to marketing…it seems like everyone is
really pleased with this. They’re allowing us to
showcase our sport, lifestyle, and community in a
way I don’t think we’ve been able to do before.” –
Donna Carpenter, President of Burton Snowboards
Town of Vail | CSE | 5/19/15
Vail Brand Compatibility
9
Standard of excellence met by:
•Delivering a unique, international event that sets the bar for all other winter sport
events around the world. From the superior on-hill venues and level of competition,
to the outstanding off-hill entertainment and activities, Burton, Town of Vail and Vail
Mountain have created a highly successful partnership that showcases the strengths
and premium-ness of each party.
•Evolving the event to meet the common goals and objectives set forth by Town of
Vail, Vail Mountain and Burton: Make a more premium event; Create a greater
experience for attendees/generate added value for existing customers; Establish a
new reason to come to Vail/a new reason to come back to Vail; Attract millennials;
Work more closely with merchants and local youth; and Minimize impact and fatigue
after the 2015s. These goals and objectives helped set the event direction, the
success of which can be seen in the results of the RRC surveys and the feedback
received from the community.
Town of Vail | CSE | 5/19/15
Vail Brand Compatibility
10
•Creating a stronger relationship with the local community
via merchant programs, local outreach, youth programs
and creating a greater sense of integration and
engagement overall.
•Attracting a new, younger consumer to Vail; bringing
people back to Vail more than once a season; providing a
unique value proposition for the Vail guest, all of which
provide a positive short and long term return.
•Utilizing the town of Vail as a whole, from Golden Peak to
Lionshead. Working with merchants and creating
activations across town in order to reach all segments of
the community and all visitors.
•Building relationships with local print, TV and radio as a
means to further engage the local community and the
visiting Vail guest.
Town of Vail | CSE | 5/19/15
Event Strengths & Weaknesses
11
USO Success Highlights:
•The 2015 Burton US Open met and exceeded
expectations set by Burton and its partners. Building
off the success from the previous two years, the 2015
USO delivered elite competition coupled with best-in-
class entertainment and festivities.
•Through well planned communication with the town
and VVF, Burton delivered a world class, high energy
event on the heels of the World Alpine
Championships, while remaining highly cognizant of
potential community, merchant and town fatigue.
•Over 21,000 unique spectators attended the USO
Wednesday – Saturday, yielding 113,396 visitor
impressions of which 45% were Millennials.
Town of Vail | CSE | 5/19/15
Event Strengths & Weaknesses
12
•The 2015 USO made even greater efforts to engage and
embrace the local community: A new merchants program
across Vail; expansion of the USO Hub program; special
outreach to the merchants of Solaris; increased
programming for local youth; continued programming
within the town including autograph sessions with an
appearance by Shaun White; a broomball tournament for
community members; and greater marketing and
promotion in the local community.
•The USO once again helped create a positive impact on
local revenues: March tax revenues up 7.1% or $269,159
from March 2014 and parking revenues up 12% from
2014.
Town of Vail | CSE | 5/19/15
Event Strengths & Weaknesses
13
•During the USO week, Vail Mountain once again saw a
significant shift in the percentage of snowboarders vs.
skiers. In 2015, 30% of customers were snowboarders
(up from 25% in 2014). The USO continues to pack the
town with 96% lodging occupancy on the final event
weekend.
•ADR continued to rise at $541 (up 9% from 2014),
while 2018 room nights were booked directly by or
through the USO.
Town of Vail | CSE | 5/19/15
Event Strengths & Weaknesses
14
•The USO continues to attract a wide and diverse group of media with over 146
media and photo credentials distributed onsite. These represented 83 media
outlets and resulted in 667 stories, with major coverage in Japan and crews
coming to cover the event from as far as China.
•The USO continues to be provide a successful global TV and webcast platform for
the event and its partners: Over 3,051 hours of television covering 145 broadcast
territories and with a potential for over 14 billion impressions.
•In 2015, the USO furthered its extensive live and post programming coverage on
the Fox network’s FS2 and FSN to include a special USO :30min highlight show on
FS1, as well as additional bonus coverage on FOX’s new channels in Canada and
the Caribbean. Domestically, these airings yielded over 2,000,000 viewers.
•Again, the USO set the bar for Burton’s most socially engaged event to
date with over 260 posts tagged, spanning 72 countries and resulting in
186,727,100 impressions.
Town of Vail | CSE | 5/19/15
Event Strengths & Weaknesses
15
•The USO furthered its efforts in local and regional
marketing including print, digital, radio, social, out of
home, broadcast, and grassroots.
•Special efforts were made to engage the local youth. Mark
McMorris, Danny Davis and Kelly Clark surprised the
students of Vail Mountain School during an unannounced
pep rally celebrating the start of the USO. Other actions
included Riglet, special competition viewing areas and a
journalism project.
•The USO Broomball tournament was launched during the
2015 event to create an event for local community
participants, while attempting to reduce impact and
fatigue on Solaris after the 2015s.
Town of Vail | CSE | 5/19/15
Event Strengths & Weaknesses
16
Measures that could be taken for event improvement:
•Continue to expand youth outreach programs.
•Continue to develop programs that support local businesses, with a specific
emphasis on working with higher-end establishments.
•Continue to strive for greater visitation from out of state and foreign visitors
during the USO week.
•Look at the event schedule for both on-hill and off-hill and see what can be
programmed earlier in the week in order to fill beds earlier.
•Continue to focus on speaking with visitors early in the season in hopes of
facilitating a return to Vail for the USO.
•Continue to explore options for Solaris use early in the week.
Town of Vail | CSE | 5/19/15
Event Strengths & Weaknesses
17
•Continue to develop third party data
collection for more in depth event and
consumer analysis.
•Continue to strengthen communication
and planning process with ERC/TOV.
•Continue to work to attract more locals to
attend.
Town of Vail | CSE | 5/19/15
18
RRC Surveys & General USO Findings
“Overall, the data suggest that the Burton US Open in Vail, with its multiple components
That include the Village, the on-mountain competitions, concerts and other activities at
The Solaris Plaza, are providing successful at reaching an audience that differs somewhat
From the typical profile of Vail visitors during early March. The results suggest
a younger, less affluent, and more likely to be snowboarders and first time
Visitors audience at the Burton events. Further, a significant segment of these visitors
Were not on the mountain the day interviewed, indicating incremental gains in visitation.”
RRC Associates, Inc.
Town of Vail | CSE | 5/19/15
RRC Survey Results & General USO Findings
19
March 2015
Prepared for:
Burton
Prepared by:
RRC Associates, Inc.
4770 Baseline Rd, Ste 360
Boulder, CO 80303
303/449-6558
www.rrcassociates.com
2015 Burton US Open Visitor Research
Final Intercept Survey Results
Day visitor
to Vail
Full-time
downvalley
resident
Full-time
resident of
Town of Vail
Overnight
visitor to the
region
Seasonal
resident of
Vail Valley
0%
20%
40%
60%
P e r c e n t R e s p o n d i n g
15%12%11%
51%
11%
Visitor Type
0%20%40%60%
Percent Responding
Annual Household
Income
Under $50k
$50k-$100k
$100-$150k
$150k or more
Gender Male
Female
State/Country Colorado
New York
Florida
California
Texas
Illinois
Michigan
Georgia
Minnesota
Massachusetts
Vermont
Canada
Maryland
All others
33%
20%
13%
34%
55%
45%
44%
5%
4%
4%
4%
3%
3%
2%
2%
2%
2%
2%
2%
23%
Overall Visitor Profile
5K
10K
15K
20K
25K
30K
A t t e n d e e -D a y s 21.5K
Attendance Estimate
0%20%40%60%80%
Percent Responding
Are you staying:In paid lodging
With friends/family
Vacation home/timeshare
Other
How many people
are staying in your
accommodations
unit?
Myself only
2
3
4
5
6 or more
Nights in the area
this trip
1
2
3-5
6-8
9-14
15 or more
Where are your
lodging
accommodations
located?
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
62%
21%
16%
1%
12%
27%
16%
14%
12%
18%
5%
7%
46%
26%
8%
8%
69%
3%
7%
4%
5%
11%
1%
Nightly Rate (if Paid)
Average: $436
Median: $350
Overnight Visitor Profile: Overnight Visitors and Seasonal Residents Only
0: None, I
would have
come to Vail
anyway
1 2 3 4 5: Half my
reason for
coming to
Vail
6 7 8 9 10: My only
reason for
coming to
Vail
0%
20%
40%
60%
80%
P e r c e n t R e s p o n d i n g
54%
48%43%
37%
9%6%
5%18%
28%22%
19%
Importance of Event in Decision to Visit Vail Today
Promoter (% (9 & 10)Passive (% 7 & 8)Detractor (% 0 - 6)
NPS (Promoters minus
Detractors)
10%
20%
30%
40%
50%
60%
70%
80%
90%
P e r c e n t R e s p o n d i n g [0 =N o t a t
a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ]
73%
12%15%
58%
Likelihood of Recommending Event to a Friend or Family Member
Total
Restaurants/Bars/
Prepared Food
Vendors
Lodging Shopping
Recreation (skiing,
lessons, rentals,
etc.)
Other items
excluding lodging
$0
$100
$200
$300
E c o n o m i c I m p a c t
p e r A t t e n d e e -D a y
$143
$65 $31 $27 $12 $9
Direct Economic Impact to TOV per Attendee-‐Day
2015 event funding
Direct economic impact to TOV
Economic impact payback ratio
(incremental community economic
impact per dollar of event funding)
$7.70
$3,081,167.56
$400,000.00
Return on Investment: Funding vs. Impact
40%
50%
60%
70%
80%
N P S (P r o m o t e r s M i n u s D e t r a c t o r s )
4 7 %5 3 %
6 4 %
6 4 %
7 4 %
NPS by Visitor Type
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Burton US Open, March 2-7
Overnight only
Day visitor to Vail
Full-time downvalley resident
Full-time resident of Town of Vail
Overnight visitor to the region
Seasonal resident of Vail Valley
Average
Day visitor
Full-time downvalley resident
Overnight visitor
Seasonal resident of Vail Valley 3.4
4.1
6.4
6.7
USO Intercept Survey Burton Dash Analysis
(Commissioned by Burton, Appx A) (Commissioned by TOV, Appx B)
Town of Vail | CSE | 5/19/15
USO Visitor
20
“The Burton USO brings an energetic, enthusiastic crowd to Vail, and the Sonnenalp
was pleased to be involved again this year. Year after year, this event brings a great
boost in business not only to our hotel and restaurant outlets, but to the town as a
whole. 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 | 5/19/15
Attendance
21
Visitor Type
Overall Visitor Profile
5K
10K
15K
20K
25K
30K
A t t e n d e e -D a y s
21.5K
Attendance Estimate
Overnight Visitor Profile: Overnight Visitors and Seasonal Residents O nly
Importance of Event in Decision to Visit Vail Today
Likelihood of Recommending Event to a Friend or Family Member
Direct Economic Impact to TOV per Attendee-‐Day
Return on Investment: Funding vs. Impact
NPS by Visitor Type
Summary of Key Trip Characteristics and Demographics
2015 E vent Visitor Summary: Burton US Open, March 2-7
Attendance at the 2015 USO was strong with
over 21,000 unique attendees across the 4
main days of the event. When the spectators
are counted on a per venue basis and
combined with projected skier visits, the USO
garnered over 112,000 spectator impressions
over the same 4 days.
Town of Vail | CSE | 5/19/15
Attendance Estimate
22
Spectators vs.
Impressions
Unique
Spectators
Comp
Venue
Sponsor
Villages
Concerts Riglet Projected
Skier Days
Total
Impressions
2015 (3/4 -7) 21,500 11,000 23,400 15,400 196 63,000 112,996
2014 (3/5-8) NA 8,500 26,000 14,300 100 72,000 121,805
2013 (2/28-3/2) 15,000 14,000 60,000 91,000
For continued growth in 2016, the USO will continue to promote early season with the
goal of creating return visitors; place a greater emphasis on marketing to key out of
state and international markets; continue a strong push on marketing to the front
range/state wide; and research the possibility of generating more standing room at
the halfpipe in addition to developing VIP viewing programs.
Town of Vail | CSE | 5/19/15
Visitor Type
23
Just over half of all respondents were overnight visitors, spending one or more nights
away from home (51%). Meanwhile, near equal shares of respondents were seasonal
residents of the Vail Valley (11%), full-time residents of the Town of Vail (11%), or
downvalley residents (12%). 15% of respondents were visiting just for the day.
For 2016, the goal is to continue to draw in more overnight visitors (with an emphasis on
getting more visitors into Vail earlier in the week, especially those staying overnight),
while attracting a good balance of local and day guests.
Day visitor
to Vail
Full-time
downvalley
resident
Full-time
resident of
Town of Vail
Overnight
visitor to the
region
Seasonal
resident of
Vail Valley
0%
20%
40%
60%
P e r c e n t R e s p o n d i n g
15%12%11%
51%
11%
Visitor Type
Overall Visitor Profile
Attendance Estimate
Overnight Visitor Profile: Overnight Visitors and Seasonal Residents Only
Importance of Event in Decision to Visit Vail Today
Likelihood of Recommending Event to a Friend or Family Member
Direct Economic Impact to TOV per Attendee-‐Day
Return on Investment: Funding vs. Impact
NPS by Visitor Type
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Burton US Open, March 2-7
Town of Vail | CSE | 5/19/15
Overall Visitor Profile
24
Visitor Type
0%20%40%60%
Percent Responding
Annual Household
Income
Under $50k
$50k-$100k
$100-$150k
$150k or more
Gender Male
Female
State/Country Colorado
New York
Florida
California
Texas
Illinois
Michigan
Georgia
Minnesota
Massachusetts
Vermont
Canada
Maryland
All others
33%
20%
13%
34%
55%
45%
44%
5%
4%
4%
4%
3%
3%
2%
2%
2%
2%
2%
2%
23%
Overall Visitor Profile
Attendance Estimate
Overnight Visitor Profile: Overnight Visitors and Seasonal Residents Only
Importance of Event in Decision to Visit Vail TodayLikelihood of Recommending Event to a Friend or Family MemberDirect Economic Impact to TOV per Attendee-‐DayReturn on Investment: Funding vs. Impact NPS by Visitor Type
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Burton US Open, March 2-7
•There was a broad distribution of
incomes represented at the USO. One-
third of respondents make $50,000 or
less per year (33%), one in five make
between $50,000 and $100,000, nearly
a quarter make between $100,000 and
$200,000 (23%), and roughly another
quarter make over $200,000 per year
(24%).
In 2016, the goal is to continue to focus on
attracting millennials and youth, but also
placing a priority on embracing the higher
end consumer via increased hospitality and
other programs.
Town of Vail | CSE | 5/19/15
Overall Visitor Profile
25
•The USO survey audience was 55% male (45% female),
with the average age of 39.7 (and a median age of
38.0). Most respondents (29%) fell within the 25 to 34
age cohort), with 45% under 34 years.
•Clearly, the data suggest that the US Open is attracting
“millennials.”
For 2016, the USO will continue to push on attracting
more millennials to the event, while providing event
programming that is attractive to all age demographics.
Age and Income Travel PartyState/Count
r
y
o
f
O
r
i
g
i
n
Visitor Type:2015 Burton US Open Visit
o
r
R
e
s
e
a
r
c
h
Final Intercept Survey
R
e
s
u
l
t
s
Female
Male
0
%
2
0
%
4
0
%
6
0
%
Percent of
Respondents
4
5
%
5
5
%
G
e
n
d
e
r
D
e
s
i
g
n
a
t
e
d
M
a
r
k
e
t
A
r
e
a
0%10%20%30%
Percent of Respondents
A g e o f r e s p o n d e n t Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
A n n u a l H o u s e h o l d
I n c o m e
Under $30,000
$30 - $49,999
$50 - $74,999
$75 - $99,999
$100 - $149,999
$150 - $199,999
$200 - $499,999
$500,000 or more
14%
29%
18%
14%
17%
2%
5%
0%
21%
13%
11%
13%
10%
17%
9%
7%
Age and Income
Travel Party State/Country of Origin
Visitor Type:2015 Burton US Open Visitor ResearchFinal Intercept Survey Results Gender
Designated Market Area
Average Median
38.039.7
Town of Vail | CSE | 5/19/15
Overall Visitor Profile
26
•44% of respondents were in-state residents, while
56% were visiting from outside of Colorado. New
York (5%), Florida (4%), California (4%), Texas (4%),
Illinois (3%), and Michigan (3%) were the other key
states of origin.
•International markets as a whole accounted for 9%
of all respondents. Among visitors from outside of
the United States, Canada, the United Kingdom,
Puerto Rico, Australia, Mexico, and Argentina were
the top countries of origin.
For 2016, USO will focus on attracting a greater
number of international and out of state attendees,
while still speaking to the in-state/local
guests.
Age and Income
Travel Party
0%10%20%30%40%50%
Percent of Respondents
Colorado
New York
Florida
California
Texas
Illinois
Michigan
Georgia
Minnesota
Massachusetts
Vermont
Canada
Maryland
Utah
Virginia
England
Wisconsin
New Jersey
Pennsylvania
Puerto Rico
Kansas
Hawaii
Australia
Connecticut
Tennessee
Mexico
New Hampshire
Arizona
Iowa
Argentina
Rhode Island 1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
2%
2%
2%
2%
2%
2%
3%
3%
4%
4%
4%
5%
44%
State/Country of Origin
Visitor Type:
2015 Burton US Open Visitor ResearchFinal Intercept Survey Results
Gender
0%20%40%
Percent of
Respondents
Denver -- CO, MT, NE,
NV, SD, WY
International
New York -- CT, NJ, NY,
PA
Los Angeles -- CA
Chicago -- IL, IN
Minneapolis - Saint Paul
-- MN, WI
Boston (Manchester) --
MA, NH, VT
Atlanta -- AL, GA, NC
Burlington - Plattsburgh
-- NH, NY, VT
Dallas - Fort Worth -- TX
Orlando - Daytona
Beach - Melbourne -- FL
Baltimore -- MD 2%
2%
2%
2%
2%
2%
2%
2%
3%
4%
9%
43%
Designated Market Area
Town of Vail | CSE | 5/19/15
Overall Visitor Profile
27
•The average travel party size was 3.3 people, with
a median of 3.0. 19% of respondents were
traveling by themselves, 30% in parties of two,
18% in parties of three, 13% in parties of four and
23% in parties of five or more.
•When asked how many travel party members
were between the ages of 18 to 33 (millennials),
nearly two-thirds of all parties had group
members that fell within that age cohort (63%).
•The data suggest relatively large travel parties
with young members compared to typical
visitation. On average, 1.6 people were in the
millennial age cohort in each group.
Age and Income
Travel Party Size
Travel Party
Members Aged
18-33
10%20%30%
Percent of
Respondents
0%20%40%
Percent of
Respondents
0
1
2
3
4
5
6
7
8
9
10 or more
19%
30%
18%
13%
0%
7%
3%
3%
3%
1%
3%
37%
23%
21%
7%
5%
3%
2%
0%
0%
1%
1%
Travel Party State/Country of Origin
Visitor Type:2015 Burton US Open Visitor ResearchFinal Intercept Survey Results Gender
Designated Market Area
Average
Median 3.0
3.3 Average
Median 1.0
1.6
Town of Vail | CSE | 5/19/15
Overall Visitor Profile
28
•63% of respondents attended the US Open for
the first time.
•Among the 37% of respondents who had
attended previously, 26% attended in 2014,
20% attended in 2013, and 8% attended the US
Open when it was still held in Vermont.
•About 21% of attendees were visiting Vail for
the first time.
•59% of respondents ski or rode on Vail
Mountain on the day they were surveyed.
Among those who did ski or ride Vail
Mountain, 69% owned an Epic Pass.
2015 Burton US Open Visitor ResearchFinal Intercept Survey ResultsRole of Event in Decision to Visit
Never, this is
my first year
to attend
Last year
(2014)
Two years
ago (2013)
Three or
more years
ago (when
held in VT)
0%
20%
40%
60%
P e r c e n t o f R e s p o n d e n t s 63%
26%
20%
8%
Previous Visitation of Burton US Open Last Visit to Vail Mountain
On which days have you attended or do you expect toattend Burton US Open events?Did you ski/ride on Vail Mountain today?
2015 Burton US Open Visitor Research
Final Intercept Survey Results
Role of Event in Decision to Visit
Previous Visitation of Burton US Open Last Visit to Vail Mountain
On which days have you attended or do you expect to
attend Burton US Open events?
0%20%40%60%80%
Percent of Respondents
Did you or will
you downhill ski
or snowboard on
Vail Mountain
today?
Yes,
snowboard
Yes, ski
No
(If will ski/ board)
Do you own an
Epic Pass?
Yes
No
34%
31%
36%
69%
31%
Did you ski/ride on Vail Mountain today?
Town of Vail | CSE | 5/19/15
Overall Visitor Profile
29
•Roughly one in five respondents were visiting Vail
for the first time (21%).
•Just over half of respondents had last been to Vail
Mountain earlier in the season (53%).
•16% of respondents had been to Vail last season.
•47% reported they would “100% definitely” attend
the Burton US Open in the future and with 21%
“75% probably”
2015 Burton US Open Visitor ResearchFinal Intercept Survey ResultsRole of Event in Decision to Visit
Previous Visitation of Burton US Open
This is my
first time
Earlier this
winter
(2014/15)
Last
winter
(2013/14)
The winter
before last
(2012/13)
More than
3 winter
ago
0%
20%
40%
60%
P e r c e n t o f R e s p o n d e n t s
21%
53%
16%
5%6%
Last Visit to Vail Mountain
On which days have you attended or do you expect toattend Burton US Open events?Did you ski/ride on Vail Mountain today?
2015 Burton US Open Visitor Research
Final Intercept Survey Results
0%=Not at all 25%=Unlikely 50%=Maybe 75%=Probably 100%=Definitely
0%
20%
40%
P e r c e n t o f
R e s p o n d e n t s
21%21%
47%
3%8%
How likely are you to attend Burton US Open again in the future?
Likelihood of Recommend Burton US Open to a Friend or Family Member
Net Promoter Score
Burton Products Purchase Intent
To what extent do you think the US Open is a good fit for Vail?
Town of Vail | CSE | 5/19/15
Role/Importance of Event in Intent to Visit Vail
30
When asked how important the US Open was in their decision to visit Vail during their trip
on a scale of 0 to 10 (0 = no influence and they would have come to Vail anyway and 10 =
the only reason for visiting Vail):
•34% provided a rating of “10” and 6% provided a rating of between “6” and “9” for a
total of 40% who came to Vail for the event.
•14% of respondents gave a rating of “5=Half of my reason for coming to Vail”.
This is the segment that represents new activity for Vail—visitors that would
not have been present without the event.
Visitor Type
Overall Visitor Profile
Attendance Estimate
Overnight Visitor Profile: Overnight Visitors and Seasonal Residents Only
0: None, I
would have
come to Vail
anyway
1 2 3 4 5: Half my
reason for
coming to
Vail
6 7 8 9 10: My only
reason for
coming to
Vail
0%
20%
40%
60%
80%
P e r c e n t R e s p o n d i n g
54%
48%43%
37%
9%6%
5%18%
28%22%
19%
Importance of Event in Decision to Visit Vail Today
Likelihood of Recommending Event to a Friend or Family Member
Direct Economic Impact to TOV per Attendee-‐Day
Return on Investment: Funding vs. Impact
NPS by Visitor Type
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Burton US Open, March 2-7
Day visitor to Vail
Full-time downvalley resident
Full-time resident of Town of Vail
Overnight visitor to the region
Seasonal resident of Vail Valley
Average
Day visitor
Full-time downvalley resident
Overnight visitor
Seasonal resident of Vail Valley 3.4
4.1
6.4
6.7
Town of Vail | CSE | 5/19/15
Lodging
31
“The rest of the season is really bright. And to tell the truth, our biggest event
draw is the U.S. Open (Snowboard Championships).” Bart Cuomo, Vail Realty
“Room revenue at the Four Seasons will be up significantly for January, February,
March and ‘April…we’re going from a big international event [the World
Championships] to a big national event [the Burton US Open].”
Mark Herron, General Manager of the Four Seasons Resort Vail
Town of Vail | CSE | 5/19/15
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
32
•62% of respondents were in paid
overnight lodging.
•46% were staying for 3-5 nights.
•69% were staying in Vail.
Looking to 2016, greater efforts will
be made to create compelling
programming early in the week and
creating a reason for people to come
to Vail early.
Visitor Type
Overall Visitor Profile
Attendance Estimate
0%20%40%60%80%
Percent Responding
Are you staying:In paid lodging
With friends/family
Vacation home/timeshare
Other
How many people
are staying in your
accommodations
unit?
Myself only
2
3
4
5
6 or more
Nights in the area
this trip
1
2
3-5
6-8
9-14
15 or more
Where are your
lodging
accommodations
located?
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
62%
21%
16%
1%
12%
27%
16%
14%
12%
18%
5%
7%
46%
26%
8%
8%
69%
3%
7%
4%
5%
11%
1%
Nightly Rate (if Paid)
Average: $436
Median: $350
Overnight Visitor Profile: Overnight Visitors and Seasonal Residents Only
Importance of Event in Decision to Visit Vail TodayLikelihood of Recommending Event to a Friend or Family MemberDirect Economic Impact to TOV per Attendee-‐DayReturn on Investment: Funding vs. Impact NPS by Visitor Type
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Burton US Open, March 2-7
Overnight only
Town of Vail | CSE | 5/19/15
Lodging
33
•It can be inferred that the 2015 USO continued to have an impact on lodging in the
Vail Valley during the week of the event. ADR was $541, up 9% from $496 in 2014.
Overall, capacity hit its peek on Saturday, March 7 at 96%, similar to the years
prior. Total number of room booked by the event was 2,018.
Lodging
Tallies
Event Week
High
Event Week
Low
March
ADR
Room
Nights
2015 Mar 7 (sat) 96% Mar 3 (Tue)
78%
$541 2018
2014 Mar 8 (sat) 96% Mar 4 (Tue)
82%
$496 2318
2013 Mar 1 (Fri) 94%
Feb 26 (Tue)
62%
$464 1827
Town of Vail | CSE | 5/19/15
NPS (Net Promoter Score)/Likelihood to Recommend
34
“The US Open is one of those events that everyone respects and looks
forward to. There’s such good vibes and it really wraps up the year for
me.” – Mark McMorris, Two Time US Open Slopestyle Champion
Town of Vail | CSE | 5/19/15
NPS (Net Promoter Score)/Likelihood to Recommend
35
•The US Open’s overall NPS was 58% (as compared to 40% in 2013). When results are
segmented by key variables of interest, findings show those that attended the Burton US
Open for the first time gave a higher NPS score (73%) than did those who had previously
attended the event (49%). Additionally, those who snowboarded on the day they were
surveyed gave a higher NPS (68%) than those who had skied (32%).
Burton strives to make the USO Vail’s most favorite event, whether local, out of town guest,
merchant, or youth, it’s our goal to create a meaningful, unique, and quality event
experience for everyone. In 2016, we will continue to reinforce this.
Visitor Type
Overall Visitor Profile
Attendance Estimate
Overnight Visitor Profile: Overnight Visitors and Seasonal Residents Only
Importance of Event in Decision to Visit Vail Today
Promoter (% (9 & 10)Passive (% 7 & 8)Detractor (% 0 - 6)
NPS (Promoters minus
Detractors)
10%
20%
30%
40%
50%
60%
70%
80%
90%
P e r c e n t R e s p o n d i n g [0 =N o t a t
a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ]
73%
12%15%
58%
Likelihood of Recommending Event to a Friend or Family Member
Direct Economic Impact to TOV per Attendee-‐Day
Return on Investment: Funding vs. Impact
40%
50%
60%
70%
80%
N P S (P r o m o t e r s M i n u s D e t r a c t o r s )
4 7 %5 3 %
6 4 %
6 4 %
7 4 %
NPS by Visitor Type
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Burton US Open, March 2-7
Town of Vail | CSE | 5/19/15
NPS (Net Promoter Score)/Likelihood to Recommend
36
•Respondents were asked how likely they were to recommend the Burton US Open to a
friend or family member on a scale from 0 to 10, with 0 meaning “not at all likely” and
10 meaning “extremely likely”.
•Respondents gave an average rating of 8.8 and a median rating of 10.0
•70% provided a rating of “10=extremely likely”.
2015 Burton US Open Visitor ResearchFinal Intercept Survey Results
How likely are you to attend Burton US Open again in the future?
0=Not at
all likely
1 2 3 4 5=Neutral 6 7 8 9 10=
Extremely
Likely
20%
40%
60%
80%
P e r c e n t o f
R e s p o n d e n t s 70%
2%1%1%0%1%8%2%6%6%3%
Likelihood of Recommend Burton US Open to a Friend or Family Member
Net Promoter Score
Burton Products Purchase Intent
To what extent do you think the US Open is a good fit for Vail?
Average Median
10.08.8
Town of Vail | CSE | 5/19/15
USO Good Fit for Vail
37
•Respondents were asked if the Burton US Open is a good fit for Vail on a 0 to 10 scale
(0 = “not at all a good fit” and 10 = “extremely good fit ”)
•Respondents provided an average rating of 9.5 and a median rating of 10.0
•81% of those responding providing a rating of “10”.
•Fewer than 5% of respondents gave a rating of “5” or lower.
2015 Burton US Open Visitor ResearchFinal Intercept Survey ResultsHow likely are you to attend Burton US Open again in the future?Likelihood of Recommend Burton US Open to a Friend or Family Member
Net Promoter Score
Burton Products Purchase Intent
0 = Not at
all a good
fit
1 2 3 4 5=Neutral 6 7 8 9 10 =
Extremely
good fit
0%
50%
P e r c e n t o f
R e s p o n d e n t s 81%
0%1%0%0%0%3%1%3%3%7%
To what extent do you think the US Open is a good fit for Vail?
Average Median
10.09.5
Town of Vail | CSE | 5/19/15
REVENUE GENERATED & ROI
38
“It was an event that brought unbelievable energy to the Town of Vail, especially to
Golden Peak. The level of organization this year was excellent and it definitely added
not only life, but revenue to our business, allowed us to integrate with the community
and showcase Vail to the world. We look forward to the 2016 Burton US Open.”
Nathalia Souza Chinn, Events Director, Larkspur
“The event is great for the Valley. We see more business from transient guests who are
excited to be here for the event than guests who are here for the event. We do have a
big block for Pacifico as well which is a good partnership that is a direct result of the
USO.” Lindsey O’Neil, Event Manager, Vail Marriott Mountain Resort
“We feel the effects for years. Vail is a more credible place for riders — (Burton) gets
people to come. We can’t have enough events like this as far as I’m concerned.”
Buzz Schleper, Buzz’s Boards in Vail
Town of Vail | CSE | 5/19/15
Estimated Return on Investment: Attendee Expenditures
39
•The daily economic impact per attendee was
$143
•The direct economic impact to Vail by attendees
was $3,081,167.56
•ROI to Vail (based on attendees): $7.70 in
community economic impact for every dollar
contributed in the partnership
What did your event do to encourage spending in
Vail?
Visitor Type
Overall Visitor Profile
Attendance Estimate
Overnight Visitor Profile: Overnight Visitors and Seasonal Residents Only
Importance of Event in Decision to Visit Vail Today
Likelihood of Recommending Event to a Friend or Family Member
Direct Economic Impact to TOV per Attendee-‐Day
2015 event funding
Direct economic impact to TOV
Economic impact payback ratio
(incremental community economic
impact per dollar of event funding)
$7.70
$3,081,167.56
$400,000.00
Return on Investment: Funding vs. Impact
NPS by Visitor Type
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Burton US Open, March 2-7
Visitor Type
Overall Visitor Profile
Attendance Estimate
Overnight Visitor Profile: Overnight Visitors and Seasonal Residents Only
Importance of Event in Decision to Visit Vail Today
Likelihood of Recommending Event to a Friend or Family Member
Total
Restaurants/Bars/
Prepared Food
Vendors
Lodging Shopping
Recreation (skiing,
lessons, rentals,
etc.)
Other items
excluding lodging
$0
$100
$200
$300
E c o n o m i c I m p a c t
p e r A t t e n d e e -D a y
$143
$65 $31 $27 $12 $9
Direct Economic Impact to TOV per Attendee-‐Day
Return on Investment: Funding vs. Impact
NPS by Visitor Type
Summary of Key Trip Characteristics and Demographics
2015 Event Visitor Summary: Burton US Open, March 2-7
Town of Vail | CSE | 5/19/15
Estimated Return on Investment: Tax Revenue
40
•It can be inferred that the USO continues to be a strong contributing factor
in the positive growth seen with local tax revenues over the last three
years. In 2015, tax revenues came in at a historic high, up 2.7% or
$108,339 from budget and up 7.1% or $269,159 from March 2014.
Local Taxes February March
2015 $3,586,776 $4,057,344
2014 $3,477,419 $3,778,625
2013 $3,209,239 $3,690,232
Town of Vail | CSE | 5/19/15
41
Parking 2015 Mar 2-7 2014 Mar 7-9 2013 Mar 3-10
(same calendar
week)
2013 Mar 1-3
(event week)
Vail Village
Cars
8,599 6,913 6,803 7,692
Vail Village $ $66,014.30 $59,486.00 $58,925.00 $70,243.00
Lionshead Cars 5,449 4,893 4,596 4,863
Lionshead $ $55,723.80 $49,170.00 $43,222.00 $51,445.00
Total Revenue $121,738.10 $108,656.00 $102,147.00 $121,668.00
Estimated Return on Investment: Parking Revenue
•The 2015 USO also helped generate increases in local parking revenues ,
up 12% from 2014.
Town of Vail | CSE | 5/19/15
TOTAL Estimated Return on Investment for TOV
42 Town of Vail | CSE | 5/19/15
Vail Mountain
43
“The success of the Burton US Open at Vail is a huge collaboration of resources
between the resort, the Town of Vail and Burton. Now in the third year we’ve really
been able fine tune our operations and elevate the production of the entire event to
provide a truly world-class venue for the athletes and for our guests. Each year we
strive to raise the bar and this year was no exception. We look forward to our
continued partnership with Burton and the Town of Vail, and to further expanding
upon the success of the Burton US Open here at Vail.”
Chris Jarnot, Executive Vice President and Chief Operating Officer at Vail Mountain.
Town of Vail | CSE | 5/19/15
Vail Mountain
44
•Despite skier visit numbers being down overall for the
season, the mountain saw a healthy increase in the number
of snowboarders on the hill (30%) compared to skiers (70%),
up from 25% during the USO event week in 2014.
•The resort saw the following breakdown of consumers:
•Local 15.3%
•In-State Day 10.9%
•In-State Overnight 12%
•Out-of-State 47.8%
•International 13.9%
•42% of consumers during the event week were millennials,
up from 39% in 2014.
• VRR saw increased sales in their Burton pop-up shop in the
sponsor village.
Town of Vail | CSE | 5/19/15
Community
45
“Bol enjoyed having the USO not only here in Vail, but in our establishment. We have
come to look forward to it every year as one of the most enjoyable private events we do
and also for the excitement it brings to Vail. Having the concerts out front, as well as
broomball, adds to the vibe that we love. These events are really good for our business,
not just financially but for our morale as well! On a personal note, it means a lot to my
family and our snowboard club as well the whole community I believe to have access to
such an incredible event in our backyard. My kids had the time of their lives this past year
being able to meet so many of their idols and watching them compete. There are so many
things for them to do and so many opportunities to meet the pros. It is truly magical for
them. We really look forward to working with you again over the next couple of years and
hope that Burton continues to host the USO here in Vail. ”
Gayle Hendrix, General Manager, Bol
Town of Vail | CSE | 5/19/15
Community Contribution
Burton understands the important role that community plays in
the overall success of the USO. From merchants to youth,
media to the local winter enthusiast, the USO takes great pride in
creating programs that aim at making all segments of the Vail
community feel welcome and vested in the USO.
Again this year, the USO had activations spanning across Vail,
from Lionshead to Golden Peak, Wednesday through Saturday.
•USO Concert Stage: Kicking off the USO in Solaris on
Wednesday night was Andy Thorn & Friends, followed by Ed
Sharp and the Magnetic Zeros on Friday, and Girl Talk on
Saturday playing to at-capacity audiences both nights.
•Broomball: The first annual USO Broomball Tournament took
place on Wed and Thurs nights on the Solaris Ice Rink. Two
days of high energy (and highly competitive!) broomball for
the local community and USO guests alike.
46 Town of Vail | CSE | 5/19/15
Community Contribution
47
•Solaris Merchant Outreach: Aiming to minimize any post
2015s fatigue and make the merchants feel welcome and
more a part of the USO, Solaris merchants got a USO
back pack, VIP credentials and an invite to the Rider
Welcome Reception.
•USO After Party: The Dobson Ice Arena Came alive on
Saturday night for the official USO after party featuring
DJ Maseo, Ali Shaheed Muhammad, and Grandtheft for
the 21 and over crowd.
•USO Hubs: 5 high profile bars were selected to serve as
USO entertainment hubs with live feeds (where
possible), USO swag, USO promos and special activities,
Wednesday – Saturday.
Town of Vail | CSE | 5/19/15
Community Contribution
48
•USO Secret Stash: In effort to make more local
businesses feel part of the USO, Burton implemented the
“USO Secret Stash,” a scratch and win program. Wait
staff and bartenders in 24 establishments across Vail
were given an allotment of scratch off cards to share
with customers of their choosing. The cards revealed
free product courtesy of the USO and every card had a
prize.
• “It’s a great program-giving out stuff for the Open.
Who doesn’t like free stuff’. Hutch, Owner, Pazzos
•“We always get forgotten about during the Open
since it is in Gold Peak and not here (LH) so this is a
good thing for us.” Brian, Manager, El Sabor
Town of Vail | CSE | 5/19/15
Community Contribution
49
•Pep Rally: Three of the hottest athletes in snowboarding today and top contenders at
the US Open, dropped in on 141 students at the Vail Mountain School for a surprise
Q&A session. The Pep Rally included video content and an opportunity for students to
ask athletes questions about themselves, competing and much more.
• PRE EVENT: “We have done events like this before, but the students are so
excited to be a part of this one.” POST EVENT: “Wow, no one thought we would
get these athletes here. What a great opportunity for the kids. They are their
idols. Thank you so much!” Travis, School Administrator, Vail Mountain School
•Riglet: New in 2015, Golden Peak hosted an activity for the youngest of snowboard
enthusiasts. Riglet is an interactive snowboard learning zone for kids 6 and under
and took place Wednesday – Saturday, including 53 kids from the Children’s
Garden of Learning.
•Local School/VIP Viewing: 200 students from Red Sandstone and VMS Middle
School were invited to watch the HP and SS practice from a special VIP
viewing area created just for them.
Town of Vail | CSE | 5/19/15
Community Contribution
50
•Guest Reporters: Two juniors from Vail Mountain School
got the opportunity to spend the day “behind the scenes”
at the USO – watching filming, interviews and taking part in
the Press Conferences.
•“This was the coolest thing ever. Getting to ask a
question like the other reporters was amazing.”
Laela Ellis, age 16, Vail Mountain School
•Colorado Ski and Snowboard Museum: For the third year
in a row, the Chill Fundraiser was hosted at the Colorado Ski
and Snowboard Museum. This continues to be a wonderful
way to tie the Vail community in with the snowboard
community and deserving youth.
Town of Vail | CSE | 5/19/15
Broadcast: Webcast and TV
51
“TV8 Vail is really thrilled to partner with the Burton US Open event every year on
Vail Mountain. This annual spring event has created a great amount of interest and
new spring visitation to Vail Mountain which is aligned perfectly with the Vail
brand. We receive great viewer feedback before, during, and after it occurs, and
due to the success of this iconic on mountain international event, we continue to
look for ways to grow this extraordinary partnership. We especially enjoy getting
to know the athletes, and showcasing who they are, both as individuals, and
professionals. We continue to see increasing spectator attendance, which speaks
volumes as to the expanding sport interest, and the overall Burton USO event
execution .” Stephen Wodlinger, General Manager, TV8
Town of Vail | CSE | 5/19/15
Webcast
52
•In 2015, Burton partnered with Red Bull Media House on the webcast
production. New set, new talent, and new formats further raised the bar and
set the example for winter sport webcasts. The webcast spanned 4 days.
Live+VOD
Webcast
Plays Ave. Play
Duration
Total Hours
Consumed
2015 201,030 24.85 83,253
2014 170,622 18.82 53,531
Town of Vail | CSE | 5/19/15
•Play duration was up 32% showing greater audience engagement per viewing
•Total Hours Consumed was up 56% revealing that more people spent more
time with the content as a whole.
•Plays were up 18% demonstrating a larger overall audience than in 2014
TV
53
•The USO produced 7 different TV shows including 4 live finals, 3 post produced
highlight shows and two VNRs on finals days. By creating a wide offering of
programming, the strategy is to provide a program or piece of content that
works for most networks.
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
FOX Special 30 X
Town of Vail | CSE | 5/19/15
TV
54
Domestic TV Total Programs Total
Viewers
2015 (FS2,FS1, FSN) 7 original + reairs 2,027,000
2014 (FS2 + FSN) 7 original + reairs 957,000
2013 (NBCSN) Men’s HP 93,000
2013 (Universal) 7 original + reairs 770,000
Town of Vail | CSE | 5/19/15
•Domestic Coverage: The USO continued to grow its relationship FOX, where the
USO is featured as one of their premiere winter sports events. In 2015 the USO
received more promotion, more reairs on FS2 and FSN, and a special highlight show
that aired on FS1. This yielded significant audience growth. Additionally, the USO
programming was aired locally in the Vail valley live on TV8 and statewide on
Comcast.
TV
55
Programming Key Takers/Nations
Live US, CHN, DEN, FRA, ISR, ITL, NED, NOR, SLO,
POL, RUS, USA
Highlights AUS, CHN, DEN, GER, KOR, NED, NOR, SLO, SUI,
USA
Town of Vail | CSE | 5/19/15
Global TV
Overview
Total
Hours
Total
Territories
Total Possible
Impressions
(including Reairs)
Certified
Viewers
2015 2,239 145 11,541,366,935 TBC
2014 1000+ 185 9,030,088,441 9,850,000
2013 1000+ 175 3,457,703,515 16,450,000
•Global Distribution Overview: USO programming was distributed around the world via IMG Media.
TV
56 Town of Vail | CSE | 5/19/15
•The USO programming featured Vail/Town of Vail in all of the 7 programs both verbally and
visually as well as in both VNRs. In addition to the commercials, billboards and in -show signage
that ran in the USO programming (and re-airs), TOV was well integrated into the opening of
each program and the VNRs. Several different versions of this opening were created and aired
globally.
•TOV received 6 commercials and 2 billboards that ran in USO programming (and the re -airs) and
an additional 4 bonus spots in Burton European Open shows. Additionally, Vail Mt got 5
spots (and 3 bonus spots) and 2 billboards further promoting the resort.
Marketing and Promotion
57
“I’ve been idolizing this contest since I was little, so being a winner here is
really special for me. The US Open has the biggest crowd of all the
contests I enter, and it motivates me a lot.”
Taku Hiraoka, Japan, Winner of Men’s Halfpipe Competition
“The US Open is one of the best events of the season—everyone has
been riding all season and they get to showcase their efforts. If there was
ever was a peak in riding during the year, it’s at the Open.”
Kelly Clark, Eight Time US Open Champion
Town of Vail | CSE | 5/19/15
Marketing and Promotion
58
•In 2015, Burton made significant marketing efforts to reach out to a local, regional,
national and international audience via print, online, broadcast and social media.
National Marketing
59
•Snowboarder
January Issue
(1) Full Page Ad
Total Circulation: 55,534
Total Readership: 1,394,865
Ad Value: $10,500.00
• Transworld
February Issue
(1) Full Page Ad
Total Circulation: 105,000
Total Readership: 1,572,000
Ad Value: $13,460.00
Regional Marketing
60
•Colorado Daily - February 14, 21 and 28
•Westword - February 20, 27; westword.com FREE added-value
•Vail Daily - December 13 (Half) and 27 (Half); January 17 (Half);
February 14 (Half), 21 (Half) and 28 (Weekly); March 2(Half), 3 (Half), 4
(Full), 5 (Full), 6 (Full) and 7 (Full)
•Idaho Springs Billboard - February 9-March 9
•TIGA Buses - 18 buses, November through April
•Open Snow - 2 e-newsletter inclusions and an editorial mention
•Denver Digital Signage – Colorado Convention Center, 1/28 – 2/8 (SIA
1/29 – 2/3)
•TV8 - January 1-March 8, :30 spots
•Comcast - February-March, :30 spots
•Pandora – February 9th –March 3rd
Town of Vail | CSE | 6/7/14
Radio
61
•KZYR – 12/24
USO Band Release - Edward Sharpe and the
Magnetic Zeros and Girl Talk
3 day build up with release information day/time
•KZYR – 2/2 – 2/16, 2/23, 3/2
USO promo/get info announcements
45-:60 spots | 24-:30 spots | 36-:15 spots
12-:60 spots | 8-:30 spots | 12-:15 spots
12-:60 spots | 8-:30 spots | 8-:30 band spot light|
12-:15 spots
•KSMT – 2/16, 2/23, 3/2
USO promo/get info announcements
6-:60 spots | 6-:30 spots
14-:60 spots | 18-:30 spots | 12-:15 spots
10-:60 spots | 10-:30 spots |12-:15 spots
Town of Vail | CSE | 6/7/14
•KKCH – 2/2 – 2/16, 2/23, 3/2
USO promo/get info announcements
6-:60 spots | 6-:30 spots
6-:60 spots | 14-:30 spots | 12-:15 spots
10-:60 spots | 10-:30 spots |12-:15 spots
•Pandora 2/9 – 3/3
350,000 impressions
$4,900.00
Digital
62
•Vail Managed :
•Google retargeting
•Display
•CRM Emails
•Vail.com homepage dedication
•Social (FB, Twitter, Blog, Instagram, YouTube)
•TOTAL: $10,000
•Burton Managed:
•US Open Event Section - Total Page Views- 318,626
•US Open Homepage takeover on burton.com, 2/10/15 - 3/8/15 : Total Page
Views- 342,749
Grass Roots Marketing
63
•Welcome Center Transit Center Touch Screens (50 word event blurb)
•What’s Happening poster in Vail Welcome Centers
•Email blasts to various TOV lists - This Week in Vail, Vail-Mail, Concierge group
•Event inclusion on www.vailgov.com and www.vaileventparking.com
•Mentions on VailGov twitter
•Distribution of rack cards via Welcome Centers & Community Hosts
•LH Welcome Center Media Wall video
•Initial postering | Vail, Summit Counties | Vail Mtn
•Distribution of rack cards via Welcome Centers & Community Hosts
•Front line employee briefings (parking attendants, bus drivers, code enforcement
officers, police, etc.)
•Email blasts to Highline’s database of approx. 8,000 opt-in subscribers; most
subscribers live in CO and have previously attended a Highline event
•1,700 Poster/14,800 Rack Card distribution across Vail Valley, Summit County,
Steamboat, Glenwood Springs, Carbondale, Basalt, El Jebel, Aspen, Denver,
Boulder, Fort Collins
Social Media
64
“I know there are other riders here who are better than me, but I came into this
contest to win, and that’s what I did.” As for landing his historic run, he
explained, “I already had that run in mind,” adding, “The tricks I do in
competition, I usually don’t do in practice.” In other words, he had never even
tried that combination before landing it at today’s US Open.
Yuki Kadono. Japan, Winner Men’s Slopestyle Competition and history maker,
laying down a first-ever combination of back-to-back 1620s in competition.
Yuki’s run went viral and garnered over 1,000,000 views
https://www.youtube.com/watch?v=esehSU5wAXk
Town of Vail | CSE | 5/19/15
Social Media
65 Town of Vail | CSE | 5/19/15
Social Engagement Likes / Favorites Comments / Replies Shares / Retweets Clicks
Video
Views
Facebook 58,272 2,964 5,748 516,758 494,670
Instagram 749,325 7,232 0 3,210
Twitter 4,473 84 1,777 51,538
YouTube 6,385 491 2,405 1,329,618 1,329,618
Red Bull Media House Streaming 107,487
Red Bull Media House Social Media 170,798 10,504 1,108 48,184
Total in 2015: 989,253 21,275 11,038 1,949,308 1,931,775
Total in 2014: 730,229 3,894 4,794 570,528 NA
•Total Social Engagement in 2015: 4,902,649
•Total Social Engagement in 2014: 1,309,445
•The USO continues to be Burton’s most socially engaged event to date with over
4.9mm engagements, up 274% over 2014. This year’s metrics show that Burton was
successful in reaching a highly interested audience.
Social Media
66 Town of Vail | CSE | 5/19/15
USO Social Media Impressions Total Reach Potential Impressions Minutes Watched
Burton Facebook 3,340,984 7,381,777 -
Burton Twitter 16,308,931 19,422,905 -
Burton Instagram 8,426,240 12,762,912 -
Burton YouTube 1,195,314 1,195,314 1,916,755
#BurtonUSOpen & Related Hashtags 28,800,379 145,964,192 -
Red Bull Social Channels 4,280,493
Total for 2015: 58,071,848 186,727,100 1,916,755
Total for 2014: 34,324,490 140,161,732 3,373,898
USO Social Media Overview 2015 2014
Facebook Posts 79 95
Tweets 128 141
#BurtonUSOpen & Related 16,043 16,236
Instagram Photos 40 43
You Tube Videos 17 13
Real-Time Webcast Videos 4 12
Countries 72 46
Total Posts 264 292
Social Media
67 Town of Vail | CSE | 5/19/15
USO
Posts
#BurtonUSOpen
tags
Countries
participated
Total posts on FB, Twitter,
Instagram
2015 16,043 72 264
2014 15,000 46 292
2013 3,500 NA 150
•To maximize engagement, the hashtag “#BurtonUSOpen” was once
again utilized to allow the audience, both on site and off, to share
their favorite US Open moments, images, and comments.
Social Media
68
NEW
IMAGE
NEW
IMAGE
Town of Vail | CSE | 5/19/15
Social Media
69
NEW
IMAGE
NEW
IMAGE
NEW
IMAGE
Town of Vail | CSE | 5/19/15
Social Media
70
NEW
IMAGE
NEW
IMAGE
NEW
IMAGE
Town of Vail | CSE | 5/19/15
Social Media
•Similar to 2014, Burton implemented a social media plan specific to Vail
across Facebook, Twitter, YouTube, and Instagram.
•Despite lower impressions, which can be attributed to changes at FB and
Instagram that were outside of our control, this data shows significant gains
in engagement which means users were taking direct action on these posts.
•Posts included the concerts in Solaris, Broomball, things to do in Vail during
the USO, Riglet, event information, as well as competition updates and
results.
71
Vail
Overview
Vail
Posts
Impressions Likes Comments Shares Clicks
2015 136 19,301,782 690,801 8,421 4,468 745,476
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 | 5/19/15
Social Media
•Vail Specific Results for Facebook & Twitter:
72
Vail Posts 2015
Facebook
2014
Facebook
2013
Facebook
2015
Twitter
2014
Twitter
2013
Twitter
Posts 56 35 15 29 16 5
Impressions 3,835,207 3,280,550 1,962,616 4,068,948 NA 384,460
Likes/Favorite 33,276 17,705 34,465 571 853 24
Comments/Rep
lies
1,842 231 8,475 17 28 5
Shares/Retweet 3,264 516 6,574 192 270 31
Click 251,336 139,697 NA 9,002 698 NA
Town of Vail | CSE | 5/19/15
Social Media
•Vail Specific Results for Instagram and YouTube
73
TOV Posts 2015
Instagram
2014
Instagram
2013
Instagram
2015
YouTube
2014
YouTube
2013
YouTube
Posts 34 17 7 17 9 NA
Impressions 10,914,58
6
790,468 483,041 NA NA
Likes/Favorite 653,925 244,816 42,594 3,029 1,007 NA
Comments/Replies 6,298 1,267 333 264 83 NA
Shares/Retweet 1,012 95 NA
Clicks/Min watched 2,097 847 711,821 107,924 NA
Town of Vail | CSE | 5/19/15
PR/Communications
74
“Thanks again for all your help with getting rider interviews and sharing assets this weekend. It
was the smoothest Open coverage we've had yet and hopefully it went well for you as well. Look
forward to working with you on this again.” – Transworld Snowboarding
“Thanks for all your help. We have received a lot of positive feedback on our interviews and
coverage, and I wanted to give you guys a big thanks for making all this happen.” – TV8 Vail
“Thanks again for facilitating the photos and interviews with Kelly and Chloe. I really enjoyed
covering the event.” – ESPNW
“Thank you for all of your help, as always. I had the best time, and it was so fun getting to hang
with you girls. I hope you all transitioned fairly well, back to real life, after the awesome week! –
Transworld Business
“Thank you all so much for having me at the USO again! It’s my favorite event and I had the best
time ever.” – Allure Magazine
“I had such a great experience during the Burton Us Open. I appreciate all the help
you gave me. Thanks again.” – 303 Magazine
Town of Vail | CSE | 5/19/15
PR/Communications
•The USO PR efforts continued to make significant strides in global event coverage including
such top outlets as: AP, The New York Times, ESPN, Asahi Shinbun Digital, Fox Sports 2,
Universal Sports, CCTV, Allure, AFAR Magazine, Sankei News, Filter, Transworld Business,
Snowboarder, Snowboard, Transworld Snowboarding, Rad Collector and Red Bull. Due to the
success of the Japanese riders in halfpipe and slopestyle, there was a 112% jump in print and
online impressions in 2015. New this year, CCTV sent a crew of 3 people to capture the
Chinese riders in anticipation of the 2022 Olympic Winter Game announcement.
75
Print/
Web
Attending
Media
Total
Outlets
Press
Releases
Total
Stories
TOV
hits
Impressions Ad
Value
2015 146 83 10 667 375 1,651,089,726 $19,664,394
2014 192 91 13 1200+ 450 778,376,496 $3,185,160
2013 173 89 10 800+ NA 837,094,816 $22,964,644
Town of Vail | CSE | 5/19/15
PR/Communications
•PR was also highly successful in generating broadcast news coverage of the event
with total impressions up 106% from 2014 due to the great performances of the
Japanese riders.
•Note: the figures below include coverage generated by our PR team. News
distribution was also managed by IMG Media and included recipient outlets such
as SNTV, Sky Deutschland, BBC, EBU and Reuters. However, analysis on this
distribution is not currently available and will be included in the final USO TV
analysis provided by Repucom due in mid June.
76
TV Total
Hits
TOV
Hits
Broadcast
Impressions
Ad
Value
2015 91 16 104,633,991 $4,700,561
2014 113 35 50,696,030 $13,800,258
2013 36 NA 3,194,713 $342,349
Town of Vail | CSE | 5/19/15
PR/Communications
77 Town of Vail | CSE | 5/19/15
PR/Communications
78
NEW
IMAGE
NEW
IAGE
Town of Vail | CSE | 5/19/15
PR/Communications
79
NEW
IMAGE
Town of Vail | CSE | 5/19/15
Budget
80
“The US Open is a long-term global initiative for the Burton brand, and is a pinnacle
part of the company's DNA. Not only does the US Open provide riders and visitors
with a world class event, it also brings global media attention to the brand and the
sport. Further, the US Open provides the opportunity for Burton to align with key
partners like the Town of Vail and Vail Mountain. In joining forces with these best-
in-class brands we have elevated the event in every way, to ensure the greatest
return on investment across the board.” Mike Rees, CEO, Burton Snowboards
Town of Vail | CSE | 5/19/15
Event Budget
81
•Total event budget: $4,500,900
•CSE funds: $400,000
•Profit and loss: $0
•In-kind sponsorship: $0
•Cash sponsorship: $3,000,000
Town of Vail | CSE | 5/19/15
Event Budget
82 Town of Vail | CSE | 5/19/15
20
1
5
U S O p en
B u d g et
Ma
r k e t i n g
$9
7
9
,
40
0
21
.
76
%
So
c i a l M e d i a C a m p a i g n
$3
0
,
00
0
Pr
i n t Ad
s
$1
3
,
00
0
Ra
d i o A d s
$1
2
,
40
0
TV
B u y
$2
0
,
00
0
Gr
a s s r o o t s M a r k e t i n g C a m p a i g n
$1
5
,
00
0
Re
t a i l M a r k e t i n g
$2
0
,
00
0
Mu
s i c L i c e n s i n g
$1
2
,
00
0
TT
R
Fe
e s
$4
0
,
00
0
Te
l e v i s i o n P r o d u c t i o n
$4
5
7
,
00
0
Te
l e v i s i o n Ti
m e B u y
$2
5
0
,
00
0
We
b c a s t P r o d u c t i o n
$9
0
,
00
0
TV
/W e b c a s t S a t e l l i t e
$2
0
,
00
0
Ev
e n t Pr
o d u c t i o n
$2
,
77
0
,
20
0
61
.
55
%
Ev
e n t C o l l a t e r a l
$6
3
,
10
0
In
-To
w n A c t i v a t i o n s
$6
0
,
00
0
Ki
c k o f f e v e n t
$3
1
,
00
0
Si
g n a g e
$8
5
,
00
0
On
-Si
t e Ac
t i v a t i o n
$7
9
,
00
0
Pa
r t y Pr
o d u c t i o n a n d T a l e n t
$2
2
1
,
00
0
Sp
e e d r a i l F e n c i n g
$3
0
,
00
0
Ev
e n t I n f r a s t r u c t u r e
$4
2
,
50
0
Ev
e n t St
a f f
$5
8
,
00
0
Sh
i p p i n g
$5
,
00
0
Ap
p a r e l / Ba
ck
p
a ck
s
$7
1
,
20
0
Pr
i z e M o n e y
$3
4
2
,
00
0
St
o r a g e
$5
,
00
0
Po
r t a -Po
t t i e s
$1
,
50
0
St
o r a g e C o n t a i n e r s
$6
,
50
0
Bi
c y c l e Ba
r r i c a d e
$5
,
80
0
Ch
e m i c a l s
$2
,
00
0
Co
n d u i t
$2
,
50
0
Eq
u i p m e n t R e n t a l s
$7
,
20
0
Tr
a s h
$3
,
40
0
El
e c t r i c i a n s
$5
,
70
0
Sn
o w m a k i n g
$1
7
6
,
00
0
Re
s o r t L a b o r
$7
2
,
00
0
Di
e s e l / P r o p a n e
$4
0
,
70
0
Of
f i c e S u p p l i e s / E q u i p m e n t /I
n
te
r n e t
c
h a r g e s
$6
,
2 00
Mi
s c e l l a n e o u s R e s o r t E x p e n s e s
$2
5
,
00
0
SP
T
Se
r v i c e F e e
$1
2
9
,
00
0
Ra
i l B u i l d
$4
2
,
00
0
Ma
c h i n e U s e a n d L a b o r
$6
7
,
00
0
Re
g i s t r a t i o n a n d S c o r i n g
$4
2
,
00
0
Te
n t s
$8
2
,
00
0
So
u n d
$7
9
,
50
0
Ju
m b o t r o n
$7
5
,
00
0
Li
gh
t
i ng
$5
6
,
00
0
St
a g e
$3
0
,
00
0
Se
c u r i t y
$1
0
0
,
00
0
Sc
a f f o l d i n g
$1
1
2
,
00
0
Of
f i c e T r a i l e r s
$2
5
,
60
0
Po
w e r D i s t r i b u t i o n
$2
7
,
40
0
Ra
d i o s
$1
8
,
40
0
Me
d i c a l C o n s u l t a t i o n
$1
2
,
00
0
Ri
d e r S h u t t l e s
$9
,
00
0
Ev
e n t Pr
o d u c t i o n
$4
1
6
,
00
0
Tr
a ve
l / L o d g i n g / M e a l s
$7
5
1
,
30
0
16
.
69
%
Ca
t e r i n g / M e a l s / Ho
s p i t a l i t y
$1
5
9
,
80
0
Co
n f e r e n c e S e r v i c e s
$2
8
,
00
0
Lo
d
g
i
ng
$5
0
3
,
00
0
Tr
a v e l /Tr
a n s p o r t a t i o n
$6
0
,5
0 0
To
t a l
$4
,
50
0
,
90
0
Sustainability
83 Town of Vail | CSE | 5/19/15
"Sustainability is a key initiative for Burton. Being mindful of the environment is a
priority for us, and the US Open is no exception. We try to reduce our emissions
and improve our impact every way we can. From recycling and composting to
reduced transportation impact, Burton and our partners work each year to improve
the environmental impact of our events.”
Ali Kenney, Director of Global Sustainability, Burton Snowboards
Sustainability Efforts
84
•Recycled all event coroplast and vinyl signage
•Recycling/composting stations located throughout our event venues
•Worked with town environmental officials to develop green practices and worked with Vail
Honey Wagon to recycle all event cardboard, plastic and aluminum
•Event staff dedicated to collecting and sorting trash and recycling
•Moved to the use of linens in lieu of plastic disposable tablecloths
•No vehicles left idle while loading in and out
•Use of Green Mountain Process softgoods for event giveaways - backpacks and outerwear fabrics
made from recycled Mountain Dew bottles
•Use of compostable cups, silverware and plateware
Sustainability Efforts
85
As a partner of Protect Our Winters, Burton promoted the POW
#phoneitin campaign at the USO
STEP 1 - TAKE A STAND
Members of Congress have vowed to stop the Clean Power Plan. POW is asking
you to place calls to your Senator, and tell them why we need the CPP to pass.
STEP 2 - MAKE THE CALL
Call your Senator and let him know the importance of the CPP.
STEP 3 - SHARE IT
Finally, tweet the Senator you just called to let them, and everyone know that
they need to support a clean energy future.
Appendix
86 Town of Vail | CSE | 5/19/15
Appendix A: Burton Dash Analysis
87 Town of Vail | CSE | 5/19/15
Appendix B: Burton Intercept Survey
88 Town of Vail | CSE | 5/19/15
0%10%20%30%
Percent of Respondents
A g e o f r e s p o n d e n t Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
A n n u a l H o u s e h o l d
I n c o m e
Under $30,000
$30 - $49,999
$50 - $74,999
$75 - $99,999
$100 - $149,999
$150 - $199,999
$200 - $499,999
$500,000 or more
14%
29%
18%
14%
17%
2%
5%
0%
21%
13%
11%
13%
10%
17%
9%
7%
Age and Income
Travel Party Size
Travel Party
Members Aged
18-33
10%20%30%
Percent of
Respondents
0%20%40%
Percent of
Respondents
0
1
2
3
4
5
6
7
8
9
10 or more
19%
30%
18%
13%
0%
7%
3%
3%
3%
1%
3%
37%
23%
21%
7%
5%
3%
2%
0%
0%
1%
1%
Travel Party
0%10%20%30%40%50%
Percent of Respondents
Colorado
New York
Florida
California
Texas
Illinois
Michigan
Georgia
Minnesota
Massachusetts
Vermont
Canada
Maryland
Utah
Virginia
England
Wisconsin
New Jersey
Pennsylvania
Puerto Rico
Kansas
Hawaii
Australia
Connecticut
Tennessee
Mexico
New Hampshire
Arizona
Iowa
Argentina
Rhode Island 1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
2%
2%
2%
2%
2%
2%
3%
3%
4%
4%
4%
5%
44%
State/Country of Origin
Overnight visitor,
spending 1 or
more nights away
from home
Seasonal resident
of Vail Valley
Full-time resident
of Town of Vail
Full-time
downvalley
resident (living in
Avon, Edwards,
Eagle
Day visitor - left
home today &
returning home
today
0%
20%
40%
60%
P e r c e n t o f
R e s p o n d e n t s 51%
11%11%12%15%
Visitor Type:
2015 Burton US Open Visitor Research
Final Intercept Survey Results
F e m a l e
M a l e
0%
20%
40%
60%
P e r c e n t o f
R e s p o n d e n t s 45%
55%
Gender
0%20%40%
Percent of
Respondents
Denver -- CO, MT, NE,
NV, SD, WY
International
New York -- CT, NJ, NY,
PA
Los Angeles -- CA
Chicago -- IL, IN
Minneapolis - Saint Paul
-- MN, WI
Boston (Manchester) --
MA, NH, VT
Atlanta -- AL, GA, NC
Burlington - Plattsburgh
-- NH, NY, VT
Dallas - Fort Worth -- TX
Orlando - Daytona
Beach - Melbourne -- FL
Baltimore -- MD 2%
2%
2%
2%
2%
2%
2%
2%
3%
4%
9%
43%
Designated Market Area
Average Median
38.039.7
Average
Median 3.0
3.3 Average
Median 1.0
1.6
2015 Burton US Open Visitor Research
Final Intercept Survey Results
0=None: I
would
have
come to
Vail
anyway
1 2 3 4 5=Half of
my reason
for
coming to
Vail
6 7 8 9 10=My
only
reason for
coming to
Vail
0%
10%
20%
30%
P e r c e n t o f R e s p o n d e n t s
34%
14%
34%
8%
1%2%2%1%1%
4%
0%
Role of Event in Decision to Visit
Never, this is
my first year
to attend
Last year
(2014)
Two years
ago (2013)
Three or
more years
ago (when
held in VT)
0%
20%
40%
60%
P e r c e n t o f R e s p o n d e n t s 63%
26%
20%
8%
Previous Visitation of Burton US Open
This is my
first time
Earlier this
winter
(2014/15)
Last
winter
(2013/14)
The winter
before last
(2012/13)
More than
3 winter
ago
0%
20%
40%
60%
P e r c e n t o f R e s p o n d e n t s
21%
53%
16%
5%6%
Last Visit to Vail Mountain
M o n d a y
T u e s d a y
W e d n e s d a y
T h u r s d a y
F r i d a y
S a t u r d a y
0%
20%
40%
60%
P e r c e n t o f R e s p o n d e n t s
10%
19%
36%
50%
57%
63%
On which days have you attended or do you expect to
attend Burton US Open events?
0%20%40%60%80%
Percent of Respondents
Did you or will
you downhill ski
or snowboard on
Vail Mountain
today?
Yes,
snowboard
Yes, ski
No
(If will ski/ board)
Do you own an
Epic Pass?
Yes
No
34%
31%
36%
69%
31%
Did you ski/ride on Vail Mountain today?
Average Median
5.04.8
Appendix B: Burton Intercept Survey
89 Town of Vail | CSE | 5/19/15
2015 Burton US Open Visitor Research
Final Intercept Survey Results
0%=Not at all 25%=Unlikely 50%=Maybe 75%=Probably 100%=Definitely
0%
20%
40%
P e r c e n t o f
R e s p o n d e n t s
21%21%
47%
3%8%
How likely are you to attend Burton US Open again in the future?
0=Not at
all likely
1 2 3 4 5=Neutral 6 7 8 9 10=
Extremely
Likely
20%
40%
60%
80%
P e r c e n t o f
R e s p o n d e n t s 70%
2%1%1%0%1%8%2%6%6%3%
Likelihood of Recommend Burton US Open to a Friend or Family Member
Promoter (% responding
9 & 10)
Passive (% responding 7
& 8)
Detractor (% responding
0-6)
NPS (% Promoters Minus
% Detractors)
20%
40%
60%
80%
P e r c e n t o f
R e s p o n d e n t s 73%
12%15%
58%
Net Promoter Score
0%10%20%30%40%50%60%70%80%
Percent of Respondents
Burton Products Purchase Intent
0 = Not at
all a good
fit
1 2 3 4 5=Neutral 6 7 8 9 10 =
Extremely
good fit
0%
50%
P e r c e n t o f
R e s p o n d e n t s 81%
0%1%0%0%0%3%1%3%3%7%
To what extent do you think the US Open is a good fit for Vail?
Average Median
10.08.8
Average Median
10.09.5
Appendix C: Contract Deliverables
90 Town of Vail | CSE | 5/19/15
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