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Home My WebLink About3.a. 15-GPMG-StakeholdersReportv-FORCSE 2015 STRENGTHS Adjusted national television package with one stand alone 60 minute broadcast and inclusion in NBC’s World Of Adventure.. GoPro engagement and commitment. Record crowds. Highest net promoter score in event history: 83. LOOKING TO THE FUTURE Expanded event footprint. Exploring new events. Expanded focus on increasing competitor numbers. EVENT NOTES DEAR FRIENDS We are sincerely grateful for your business and partnership. The success of the 14th annual GoPro Mountain Games is directly attributable to 114+ top tier outdoor lifestyle brands that choose this event as one of the platforms by which to showcase your products and services and grow your brand. We remain very proud of this event and sincerely hope it has helped you to exceed your own brand goals and objectives. Please enjoy this detailed stakeholder report and do not hesitate to contact us should you have questions or need additional information. Warm Regards, Mike Imhof, Sr. VP Sales & Development Vail Valley Foundation 62,207 SPECTATORS $4.87M ECONOMIC IMPACT Est. revenue generated to the Town of Vail BY THE NUMBERS 419,960,039 MKTG IMPRESSIONS 279,612,114 PR IMPRESSIONS 2,492 UNIQUE ATHLETES 2,876 ATHLETE STARTS 114 + BRAND PARTNERS 240 CREDENTIALED MEDIA COMMUNITY IMPACT EVENT AT A GLANCE 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 PARTNER SPOTLIGHT 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 2015 GERBER GEAR TOWN Gerber Gear GoPro Coors Light Chipotle Tudor Watches VOLVO Aksel's Hats and Tees HALA SUP Gear Black Box Wines Antlers at Vail Honey Stinger Red Fox Wireless Bagito Jack Link's Redington Beyond Coastal JayBird Sport Rock and Ice Magazine Camp Chef Joshua Tree Products Rocky Mountain Sunscreen GoPuck 10th Mountain Whiskey Elevation Outdoors Kyocera Trek Light Gear Comcast Avex Sport The Red Bulletin FITS Socks National Outdoor Leadership School (NOLS) US Forest Service Packems Native Eyeware Hamboards GURA GEAR Nite Ize Dublin Dog Marin Bikes GU Energy Gregory Mountain Packs Mile High Mountaineering Lilypond Go RVing Enerplex Trident SUP (Starboard) Kokatat Nuun Hydration Outside Adventure Film School Optimum Nutrition Cirque Mountain Apparel RuffWear Mars Veterinary Trek Bikes Princeton Tec KOTA Longboards Dagger Kayaks Adventure Technology Bomber Gear Chuck and Don's Door to Door Organics Klean Kanteen Steadman Clinic DT Swiss GoalZero Rislone Tenkara Big Mountain Enduro LifeProof Yakima Winnebago The Chia Company BOOM by Polk MindShift Gear Trek Bicycles Rhino Rack Ross Reels White Spacer 50px EcoXGear White Spacer 50px Plato Pet Treats C4 Waterman Skratch Labs InCase Costa KIND Snacks Season Five Vail Mountain Coffee and Tea Osprey Hi Dow Vasque Kokopelli Raft Company Local Honey Designs Vibram USA Starbucks Zuke's Columbia Klymit Concrete Coast Clothing Fish Pond Slackline Industries FishPeople Trigger Point Trango (GTHI) Unleashed by Petco Yuba 2015 GEAR TOWN PARTNERS ATHLETES BY EVENT BIKE (Combined) 484 *RAFT (Combined) 116 •XC MTB (All) 394 •RAFT Cross 46 •Road Bike TT (All) 90 •R2 Raft Sprint 54 CLIMB (Combined) 333 **RUN (Combined) 823 •Bouldering WC 128 •10K Spring Runoff 276 •Citizen Climbing 130 •Mountain Mud Run 334 •Youth Climbing 75 •1/2 Marathon 134 DISC GOLF 112 SLACKLINE WC 25 DOGS (Combined) 565 *SUP (Combined) 155 •DockDogs 486 •SUP Sprint 85 •Rocky Dog 79 •SUP Cross S2 SUP Cross 50 20 FISH 2 Fly X-Stream 76 ULTIMATE MTN CH. 28 *KAYAK (Combined) 223 ULTIMATE RIVER CH. 16 •Steep Creek 52 •Freestyle 47 PHOTO COMP 45 •8 Ball 35 •DR Sprint 73 2,492 UNIQUE ATHLETES 2,876 TTL. ATHLTE STARTS * Includes Ultimate River Challenge Participants ** Includes Rocky Dog Trail Run Participants ATHLETE TOTALS ATHLETE BREAKDOWN MEDIUM IMPRESSIONS MEDIA VALUE Website 291,595 N/A Social 120,679,209 $615,289 Contest/Sweeps 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 PUBLICATION FREQ DATES Outside Magazine 5 April, May, Buyers Guide, June, Oct. Red Bulletin 2 April, May Canoe & Kayak 1 May Bike Magazine 1 June SUP The Mag 1 April Trail Runner 1 April Rock & Ice 1 April Elevation Outdoors 1 March Competitor Magazine 1 February 5280 Magazine 1 June MISC/NEWSPAPER FREQ DATES Vail Daily 5 April – June Daily Weekly 4 May – June Boulder Daily Camera 8 May - June Longmont Daily Times Call 4 May - June Colorado Daily 4 May - June Denver Post 4 May - June Westword Racks 800 April - May Official Event Posters 3,000 April - June Official Event Programs 10,000 June 13,046,013 COMBINED AUDIENCE $601,552 PRINT MEDIA VALUE PRINT ADVERTISING PRINT TOTALS MARKETING | PRINT WEBSITE RUNDATES Vail Daily May-June Rock & Ice April - June Trail Runner April – June Triathalete.com April – May Competitor.com April - May iHeart Media – 93.3 & 97.7 May - June MTBR.com April – June RoadBikeReview.com April – June MountainBuzz.com April – June CDOT Mobile App & CoTrip.org May, - June Denver Post May - June Boulder Daily Camera May – June Longmont Daily Times Call May – June Backpacker Magazine May – June Climbing Magazine May – June SKI Magazine May – June SKIING Magazine May – June Elevation Outdoors May-June Blue Ridge Outdoors May-June Facebook Ads Jan – June Google Display Network April - June 3,534,971 IMPRESSIONS $53,361 MEDIA VALUE DIGITAL ADVERTISING SENDER FREQ Elevation Outdoors 1 Vail Resorts/Vail Mtn. 3 OpenSnow 1 Competitor.com 1 RoadBikeReview.com 1 MTBR.com 1 MTBR.com April – June RoadBikeReview.com April – June VVF 14 EMAIL BLASTS DIGITAL TOTALS MARKETING | DIGITAL & EMAIL RADIO ADVERTISING STATION RUN DATES QTY/FREQ KTCL 93.3 FM Denver/Front Range May - June 200 Promotional Mentions 36 :30 Spots 72: Streaming Spots 7 On-Air Giveaways KBCO 97.3 FM Denver/Front Range May – June 200 Promotional Mentions 36 :30 Spots 72 Streaming Spots KZYR 97.7 FM Vail Valley (The Zephyr) May – June 25 athlete/sponsor interviews 78 :30 Spots 2 1 Hour Specials KSKI Eagle, Summit, Route & Pitkin Counties` May – June 6 on-air interviews 22 :60 spots 45 Promotional Mentions LIFT FM Eagle, Summit, Route & Pitkin Counties May – June 6 on-air interviews 22 :60 spots 45 Promotional Mentions 1,115,984 COMBINED AUDIENCE $67,250 MEDIA VALUE RADIO TOTALS MARKETING | RADIO TV ADVERTISING TV CHANNEL RUN UNIT/FREQ Comcast Spotlight: Denver Interconnect Stations: Animal Planet, Discovery, ESPN, ESPN2, NBCS, CNBC, CNN, Travel, Oxygen, VH1 May - June :30 / 111 Comcast Spotlight: MTN Buy Aspen, Glenwood, Rifle, Summit County, Winter Park, Salida, Steamboat Springs, Vail Valley Stations: Comedy Central, CNBC, CNN, Discovery, ESPN2, HGTV, NGC, Oxygen, Travel, VH1 May – June :30 / 422 TV8 Vail Nov – June :30 / 209 60 TV Show Re-Airings 120 Live Mentions 15+ Sponsor Interviews Outside TV May – June :30 713,333 IMPRESSIONS $18,977 MEDIA VALUE TV ADVERTISING TOTALS MARKETING | TV ADVERTISING 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 291,595 Pageviews 2.06 Pages/visit 134,460 Site Visits 90,236 Unique Visitors 70.62% New Visitors 2:15 Avg. Time 71% Desktop 16% Mobile 12% Tablet 2015 WEBSTATS July 1, 2014 – June 30, 2015 TOP CONTENT Home Home (mobile) Schedule Bouldering World Cup Results XC Mtn. Bike Register 2015 Results Half Marathon Disc Golf 1,649 Website Social Shares Top Shared Content: TV/Webcast Sched. Register Event Schedule Results Concerts Landing Outdoor Reels Landing 119,656 Pageviews 2.31 Pages/visit 45% Mobile 51,826 Site Visits 33,694 Unique Visitors 45% Desktop 57.10% New Visitors 2:39 Avg. Time 10% Tablet EVENT SNAPSHOT June 2– June 8, 2015 MARKETING | WEBSTATS WEB VISITORS BY AGE TOP WEBSITE MARKETS COUNTRY | STATE | CITY WEBSITE DEMOGRAPHICS RESEARCH | WEB DEMOGRAPHICS 2015 CONTESTS/SWEEPS #ULTIMATEMTNDOG | SWEEPS #ULTIMATEMTNKID | SWEEPS VOTE FOR A NEW EVENT WEB/SOCIAL SWEEPS & PROMOS 970 Entries 21 Invites 1,081 Likes 30,500 Visits 248 Shares 9,900 Votes 66,820 Impressions MARKETING | SWEEPS & SOCIAL PROMOS SOCIAL MEDIA HIGHLIGHTS July 1, 2014 – June 30, 2015 38,838,196 Impressions 77,524,536 Impressions *1,699,274 Video Views 2,517,000 Impressions 100,203 Loops $194,190 Media Value $387,622 Media Value *$20,391 Media Value $12,585 Media Value $501 Media Value 32,666 Followers 4,157 Followers 288 Subscribers 15,200 Followers 203 Followers 58,144 Engagements Likes/Comments/Shares 15,675 ++ Engagements RT/Favorite/Mentions *39,420 Engagements Likes/Comments/Shares 696,347 Engagements Likes/Comments 899 Engagements * Includes Facebook Video Views 120,679,209 IMPRESSIONS $615,289 MEDIA VALUE 810,485 TTL ENGAGEMENTS SOCIAL MEDIA TOTALS MARKETING | SOCIAL MEDIA ONLINE VIDEO YOUTUBE FACEBOOK 466,469 2015 event/partner video views 37,467 VVF video views 973,210 2015 event/partner video views 148,953 VVF FB video views 9,298 Event/partner engagements 524 VVF engagements 30,122 Event/partner engagements 7,994 VVF engagements 19,493 Organic YouTube views (non VVF or partner uploads) – 155) 240,102 New views on 2013 & 2014 videos 1,699,274 VIDEO VIEWS $20,391 MEDIA VALUE 39,420 VIDEO ENGAGEMENTS VIDEO TOTALS MARKETING | SOCIAL MEDIA IFSC: IFSC Bouldering WC Finals GoPro: Dane Jackson wins Steep Creek GoPro: SUP with Chuck and Izzi IFSC: IFSC Bouldering WC Semi-Finals OnBouldering: IFSC Bouldering WC Male Qualifiers LT11: Slow Moments Bouldering OnBouldering: IFSC Bouldering WC Female Qualifiers WOA: 8 Ball Mashup VVF: Day 1 Highlights TOP VIDEOS MARKETING | SOCIAL MEDIA FACEBOOK AT A GLANCE July 1, 2014 – June 30, 2015 38,838196 Impressions (W) 753,464 Engaged Users (W) 14,207,395 Page Reach (W) 6,927 New Page “Likes” FACEBOOK ENGAGEMENT 28,855 Post Likes (VVF) 2,777 Comments (VVF) 2,758 Shares (VVF) 23,754 + Engagements from Key Partner Brands 6,486,281 Impressions (W) 102,613 Engaged Users (W) 1,805,715 Page Reach (W) 928 New Page “Likes” 8,719 Post Likes 617 Comments 780 Shares 38,838,196 IMPRESSIONS $194,190 MEDIA VALUE 58,144 ENGAGEMENTS FACEBOOK TOTALS EVENT SNAPSHOT June 2 – June 8, 2015 MARKETING | SOCIAL MEDIA VIDEO: Day 1 Highlight Video VIDEO: Day 2 Highlight Video VIDEO: Dane Jackson Freestyle Loop VIDEO: 9 Days Until GPMG Video VIDEO: Road To GPMG Video TOP POSTS MARKETING | SOCIAL MEDIA 71,347 Photo/Video Likes (VVF) 306 Comments (VVF) 625,000 ++ Key Partner Brand Engagements 2,517,000 IMPRESSIONS $12,585 MEDIA VALUE 696,347 ENGAGEMENTS INSTAGRAM TOTALS INSTAGRAM ENGAGEMENT July 1, 2014 – June 30, 2015 MARKETING | SOCIAL MEDIA PHOTO: Balto the #UltimateMtnDog PHOTO: Concert Crowds @ Iration PHOTO: Dane Jackson Victory PHOTO: CUTE Little DockDog TOP POSTS MARKETING | SOCIAL MEDIA TWITTER HIGHLIGHTS Jan 1, 2014 – June 30, 2015 77,524,536 IMPRESSIONS Includes #GoProMtnGames, RT’s & Mentions $387,622 MEDIA VALUE Based on $5 CPM 15,675 ++ ENGAGEMENTS TWITTER TOTALS 1,109,919 Impressions from VVF Tweets 572 New Followers 4,157 TTL Followers 267 Event Tweets 3,068++ #GOPROMTNGAMES Used 56,412,544 Potential Hash Tag Reach TWITTER ENGAGEMENT 974 ReTweets’s (VVF) 1,457 Favorites (VVF) 631 Mentions (VVF) 20,637,049 Potential Mentions Reach 12,613 + Engagements from Key Partner Brands Report compiled using Twitonomy & Meltwater Buzz MARKETING | SOCIAL MEDIA •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 YEAR ATHLETES ATHLETE STARTS SPECTATORS MKTG IMP. MEDIA $ 2015 2,492 unique 2,876 starts 62,207 419,960,039 2014 2,530 unique 3,107 starts 53,862 227,500,743 $2,862,204 2013 1st Year GoPro 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 N/A 35,000 120,000,000 $736,000 2007 2,008 N/A 33,000 273,523,036 $1,600,000 2006 1,447 N/A 28,000 432,887,479 $2,100,000 2005 1,031 N/A 22,0000 207,505,097 $1,994,673 2004 946 N/A 18,000 106,413,862 $1,547,812 2003 574 N/A 12,000 1,113,218 $789,000 2002 251 N/A 6,000 550,000 $250,000 GROWTH HISTORY || THROUGH THE YEARS EVENT HISTORY Our sincere thanks for your ongoing support. We wish you all continued success and, in partnership with you, look forward to making the 2016 GoPro Mountain Games even better! JUNE 6-9, 2016