The URL can be used to link to this page

Home My WebLink About2015 GoPro Mountain Games RecapTOWN OF VAIL HIGHLIGHTS 90% of attendees are “Very” or “Extremely Likely” to return in the future Estimated number of room nights generated – 38% DO NOT visit Vail other times during the Summer 43% DO NOT visit Vail during the Winter 114 + Brand Partners 2.1 Average days attended (spectators) 3.1 Avg. nights stayed in paid Vail lodging 240 Credentialed Media 86% Came to Vail specifically for Mountain Games 90% “Very” /“Extremely Likely” to return 210 Volunteers 2,492 Unique Athletes 2,876 Athlete Starts 3,464 Room nights generated for TOV BY THE NUMBERS | TOV 62,207 SPECTATORS $4.87M ECONOMIC IMPACT Est. revenue generated to the Town of Vail COMMUNITY IMPACT MEDIUM IMPRESSIONS MEDIA VALUE Website 291,595 N/A Social 120,679,209 $615,289 Contest/Sweep s 66,820 N/A Print 13,046,013 $601,522 TV Advertising 713,333 $18,977 Digital & Email 3,534,971 $53,361 Radio 1,115,984 $67,250 TV Show(s) 900,000 + $526,000 Public Relations 279,612,114 $903,099 419,960,039 MKTG IMPRESSIONS $2,785,498 TTL. MEDIA VALUE MARKETING SUMMARY MARKETING TOTALS MARKETING | AT A GLANCE BEST OF THE GOPRO MOUNTAIN GAMES Airdate: July 11, 2015 Network: NBC Sports Network Rating: .06 Approximate viewers: 75,000 – 100,000 Media Value $126,000 World of Adventure Airdate: August 1, 2015 Network: NBC Rating: .7 Approximate viewers: 800,000+ Media Value $400,000 Universal Sports & Outside TV Re-Airings: Both of the above shows are re-broadcast on Universal Sports Network nationally no less than three times to 40MM+ potential U.S. households and on Outside TV no less than 3x to 161 resort markets reaching a potential 61 million viewers TELEVISION AT A GLANCE 197M POTENTIAL US HH REACH 900,000 + ESTIMATED VIEWERS $526,000 TTL. MEDIA VALUE TELEVISION BROADCAST TOTALS TELEVISION SUMMARY MAGAZINE DIGITAL RADIO Outside Magazine Vail Daily KTCL 93.3 Denver Red Bulletin Rock & Ice KBCO 97.7 Denver Canoe & Kayak Trail Runner KZYR 97.7 The Zephyr Bike Magazine Triathalete.com Always Mtn Time – KSKI SUP The Mag Competitor.com Always Mtn Time – Lift FM Trail Runner RoadBikeReview.com Rock & Ice MountainBuzz.com TV Elevation Outdoors CDOT Mobile & CoTrip.org TV8 Vail Competitor Magazine Denver Post Outside TV 5280 Magazine Boulder Daily Camera COMCAST SPOTLIGHT: MISC/NEWSPAPER Backpacker Magazine Google PPC, Display & Retargeting Animal Plant Discovery Vail Daily Climbing Magazine ESPN Daily Weekly SKI Magazine ESPN2 Boulder Daily Camera SKIING Magazine NBCS Longmont Daily Times Call Elevation Outdoors CNBC Colorado Daily Blue Ridge Outdoors CNN Denver Post Facebook Ads Travel Westword Racks Twitter Ads VH1 Official Event Posters SUP Connect HGTV Official Event Programs NGC TRADITIONAL MARKETING HIGHLIGHTS MARKETING |MIX & HIGHLIGHTS 262 Placements 240 On-Site Members of the Media TOP TIER MEDIA IN ATTENDANCE New York Times USA Today Sports Illustrated Esquire/Boundless Discovery Channel Canada Shape Magazine Gear Patrol Bike Magazine Rock & Ice Magazine GQ ESPN W Men’s Fitness Outside Magazine Surfer Magazine 279,612,114 IMPRESSIONS $903,099 PUBLICITY VALUE PUBLIC RELATIONS PUBLIC RELATIONS TOTALS PUBLIC RELATIONS COVERAGE HIGHLIGHTS VAIL SOCIAL MEDIA HIGHLIGHTS July 1, 2014 – June 30, 2015 120,679,209 IMPRESSIONS 810,485 TTL ENGAGEMENTS SOCIAL MEDIA TOTALS MARKETING | SOCIAL MEDIA #VAIL & #VAILSUMMER – Highly used at GoPro Mountain Games. Amongst top hash tags. GOLD/PLATINUM PARTNERS OFFICIAL PARTNERS Black Box Wines Blue Buffalo Colorado Mountain Express Camp Chef Costa DockDogs Gallegos GoalZero Redington Klean Kanteen Go RVing Dublin Dog FITS Socks USA Climbing Faber Audio Visuals Trek Osprey GU TRANGO Ruffwear Zip Adventures Jaybird 1st Bank IFSC Starbucks Svedka Vodka Trigger Point U.S. Forest Service MEDIA PARTNERS Rock & Ice Trail Runner Red Bulletin SUP The Mag Canoe & Kayak Bike Magazine Elevation Outdoors 5280 Magazine Denver Post Boulder Daily Camera ResortApp TV8 Vail SUP Connect 97.7 The Zephyr 93.3 KTCL Denver 97.3 KBCO Denver 2015 BRAND PARTNERS 114+ BRAND PARTNERS •Total completed surveys –354 •Sample size provides statistical validity with an error rate of 5.2% at a 95% confidence interval •Estimated attendance –62,079 (+/-20% error level should be considered) •Estimated revenue generated to the Town of Vail -$4.8M (+/-20% error level should be considered) •Net Promoter Score –83 •Overall Satisfaction –4.8 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) •86% of the attendees came to Vail, CO specifically for the Summer Mountain Games •62% of the attendees had attended the Summer Mountain Games in the past •Average number of days attended –2.1 •Favorite events –Dock Dogs and Kayaking Events •One Change –Parking, and Additional F&B vendors •“Word-of-mouth” and “Newspaper” were selected most when asked, “How did you hear about, and/or where did you see advertising for the Summer Mountain Games?” •79% of the attendees staying in paid lodging stayed in Vail, CO •90% are “Very” or “Extremely Likely” to return in the future •77% of the first time visitors are “Very” or “Extremely Likely” to return in the future •Average nights stayed in paid lodging in Vail, CO –3.1 •Average group size of those lodging in Vail, CO –3.4 •Average age of respondents –38 | Average age of children under 18 –9.2 •Estimated number of room nights generated by the GoPro Mountain Games –3,464 •Estimated average nightly rate in Vail-$304 SURVEY CONDUCTED BY INTERCEPT INSIGHTS LLC RESEARCH HIGHLIGHTS RESEARCH HIGHLIGHTS DEMOGRAPHICS & PSYCHOGRAPHICS DEMOGRAPHICS & PSYCHOGRAPHICS 84% “Outdoor Enthusiasts” 74% “Sport Enthusiasts” 45% Own A Dog 67% Watch five hours or less of TV/ week 39% Married With Children 60% Own vs. Rent their home FAV SUMMER ACTIVITIES | TOP 5 STATES OF ORIGIN 1.) Hiking 2.) Kayak/Boating/Rafting 3.) Camping 4.) Mountain Biking 5.) Traveling 1.) Colorado 2.) Texas 3.) Minnesota 4.) California 5.) Illinois ATHLETES VS. SPECTATORS COMPARISION SPECTATORS ATHLETES Male/Female 54% / 46% 70% / 30% Average Age 38 32 Average Nights Stayed 3.1 (paid lodging in Vail) 6.1 (“all accommodations) 2.6 Traveled more than 50 Miles 54% 68% HHI 78% less than $100K 22% more than $100K 85% less than $100K 15% more than $100K DEMOGRAPHICS & PSYCHOGRAPHICS DEMOGRAPHICS & PSYCHOGRAPHICS 84% “Outdoor Enthusiasts” 74% “Sport Enthusiasts” 45% Own A Dog 67% Watch five hours or less of TV/ week 39% Married With Children 60% Own vs. Rent their home FAV SUMMER ACTIVITIES | TOP 5 STATES OF ORIGIN 1.) Hiking 2.) Kayak/Boating/Rafting 3.) Camping 4.) Mountain Biking 5.) Traveling 1.) Colorado 2.) Texas 3.) Minnesota 4.) California 5.) Illinois 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 14%13% 60% 8%5% Visitor Type 0%20%40%60% Percent Responding Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Male Female State/Country Colorado California Texas Utah Illinois Florida Minnesota Virginia 27% 35% 14% 24% 1% 15% 32% 19% 17% 12% 4% 1% 53% 47% 61% 3% 3% 3% 2% 2% 2% 2% Overall Visitor Profile 0K 10K 20K 30K 40K 50K 60K A t t e n d e e -D a y s 46K Attendance Estimate 0%20%40%60% Percent Responding Are you staying:In paid lodging Vacation home/timeshare With friends/family Other How many people are staying in your accommodations unit? Myself only 2 4 3 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 56% 19% 18% 7% 10% 29% 17% 14% 11% 18% 15% 22% 34% 21% 4% 4% 63% 11% 9% 4% 1% 8% 5% Nightly Rate (if Paid) Average: $219 Median: $200 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 67% 64% 51% 10% 10% 36% 36% 3%7% 0% 14%21%8%12%12%12%16% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 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 ]76% 15%9% 68% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Other items excluding lodging Recreation (race entry fees, golf, bike rental, etc.) $0 $100 $200 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 $119 $43 $32 $19 $13 $12 Direct Economic Impact to TOV per Attendee-Day 2015 event funding Direct economic impact to TOV Economic impact payback ratio $64.22 $5,459,029.42 $85,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: GoPro Mountain Games, June 4-7 The overall sample size for this survey is 305. Please note that sample sizes are smaller for subgroups. 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 to Vail Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor to the region Seasonal resident of Vail Valley 4.9 6.6 5.2 7.4 8.6