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Home My WebLink About2016 Burton event recap FINALSurveyed Event Recap: 2016 Burton US Open May 4, 2016 Burton US Open Snowboarding Championships: February 29 –March 5, 2016 Marc Murphy Whitney Heingartner Office: 802.651.0493 Office: 802.651.3770 Mobile: 860.485.6715 Mobile: 802.779.1451 marcm@burton.com whitneyh@burton.com 2 PHOTO Town of Vail | CSE | 5 /4/16 3 Table of Contents Introduction Page 4 Brand Alignment Page 6 Goals/Objectives Page 11 Highlights Page 12 Event Strengths Page 13 Lessons Learned Page 15 Junior Jam Page 17 RRC Survey/General USO Findings Page 19 USO Visitor/Attendance Page 21 Lodging Page 28 NPS Page 31 Revenue and ROI Page 35 Vail Mountain Page 39 Community Page 40 Broadcast/Webcast Page 47 Marketing and Promotion Page 53 Social Media Page 59 PR/Communications Page 69 Event Budget Page 78 Sustainability Page 80 Appendix A: RRC Survey, Burton Dash Analysis Page 84 Appendix B: RRC Survey, USO Intercept Page 85 Appendix C: Contractual Deliverables Page 87 Town of Vail | CSE | 5 /4/16 Introduction 2016 was the 34th installment of the longest running snowboard event in the world. Our 4th year in Vail proved once again that working with the Town of Vail, Vail Resorts and the community collectively builds a premier, world -class, unforgettable event with positive business impact. This year we attracted record crowds and successfully lured talent like Shaun White and Chloe Kim to compete on perfect and unique courses for the pinnacle snowboard event of the season. It continues to be the favorite stop for athletes that come from around the globe. Once again, the 2016 US Open Snowboarding Championships more than satisfied competitors, fans, sponsors, media and industry through great times and positive vibes. The 35th installment of the 2017 US Open in Vail will continue to raise the bar and build off the momentum of the last four years. 4 Town of Vail | CSE | 5 /4/16 5 A Note from our Founders “Vail does such a great job hosting the US Open. The pipe was perfect and the riders perform better every year. The progression at the Open just can’t be stopped. This event used to be Vermonters in lawn chairs checking out the Open with a six pack. Now, the spirit hasn’t changed that much. The fans are as much a part of the event as the pro riders.” –Jake Burton Carpenter, Founder & Chairman, Burton “The US Open is such a special event, and Vail does an incredible job. The competition, the lifestyle and the music really showcases what we’re all about.” – Donna Carpenter, CEO, Burton Town of Vail | CSE | 5 /4/16 Vail & Burton -Two PREMIUM Brands 6 Town of Vail | CSE | 5 /4/16 Vail & Burton -Two PREMIUM Brands 7 Town of Vail | CSE | 5 /4/16 TOWN COUNCIL ACTION PLAN OUR MISSION Grow a vibrant, diverse economy and community and preserve our surrounding natural environment, providing our citizens and guests with exceptional services and an abundance of premier recreational, cultural and educational opportunities. OUR VISION Town of Vail | CSE | 5 /4/16 TOWN COUNCIL ACTION PLAN COMMUNITY Engage our community in honoring our social, recreational, cultural, educational and environmental values that will guide sustainable strategies throughout our neighborhoods as the foundation of our town’s continued success. • Balanced community housing composition • Civic area enhancements •Regional opportunities supporting community living and amenities • Educational enrichments throughout the community • Informed community EXPERIENCE Deliver on the promise, “Vail. Like nothing on earth” that also supports “preserving our earth,” in everything we do. • Excellent municipal services • Convenient, efficient and safe parking and transportation venues • Strategic implementation of environmental programs • Competitive technology • World class recreational amenities, educational enrichment programs and stewardship of our natural environment • Focus on the “Vail Way” of doing things ECONOMY Preserve our vibrant and diverse economy that keeps Vail at the forefront of our resort competitors. • Long range strategic plans to enhance competitiveness of TOV • Create community spaces that support iconic events as well as arts, cultural, culinary, educational and local community programming • Collaborate with Vail Resorts on resort programming and municipal services $ Town of Vail | CSE | 5 /4/16 Standard of Excellence 10 Delivering a unique, international event that sets the bar for snowboard 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 successful partnership which showcases the premium values of each stakeholder. Town of Vail | CSE | 5 /4/16 Goals and Objectives 11 •Continue to evolve an already premium event •Solidify a reason to be in Vail this week, year after year •Attract millennials, building upon the existing positive experience •Grow relationships with local community and businesses Town of Vail | CSE | 5 /4/16 Highlights 12 USO Success Highlights: •Tax revenues up 3.9% -$4,211,131 •Parking revenues up 27% -$166,542 •Lodging Occupancy at 96% for Saturday of event •ADR up 5.6% from 2015 to $571 •Junior Jam •4 nights of safely executed concerts Town of Vail | CSE | 5 /4/16 Event Strengths 13 •Grassroots & local marketing campaign •Expansion of the USO Hub program •Increased programming for local youth •Continued programming within the town including autograph sessions with an appearance by Shaun White Town of Vail | CSE | 5 /4/16 Event Strengths 14 •Strong Media Presence with over 110 media and photo credentials distributed onsite to over 59 media outlets from around the world •Continued linear coverage on Fox network’s FS2, FS1, FSN, and TV8. Potential HH Reach of 791,000,000+ covering 201 broadcast territories •Extended digital live stream coverage with RBMH netting close to 100% growth in audience year over year •Burton’s Social Media plan had 3.2mm people engaged with over 288 posts tagged, spanning 70 countries and resulting in 258,278,818 impressions Town of Vail | CSE | 5 /4/16 Lessons Learned 15 •Expansion of youth outreach programs garners tremendous positive impact •Build emphasis on working with higher-end establishments. Increase communication efforts pre-event •Continues to be great opportunity to attract out of state and foreign visitors •By adding junior jam and one additional concert night, opportunities remain earlier in the week to drive traffic at local businesses •Must continue to look at opportunities to extend reach earlier in the season Town of Vail | CSE | 5 /4/16 Lessons Learned 16 •Tremendous opportunity in attracting celebrity clientele •By programming the appropriate band for Solaris, we can maximize value of that venue •Collecting appropriate data on venue affords insight to make adjustments in the future •We must find better ways to accommodate families with children on venue Town of Vail | CSE | 5 /4/16 Junior Jam Highlights 17 •10 Boys and 5 Girls hand-picked from across America to represent the best halfpipe riders between 8-14 years old to showcase youth snowboarding at its finest •Junior Jammers travelled from California, Colorado, Idaho, Hawaii, Montana, Utah, Vermont, Australia and New Zealand to compete in Vail for $2,000 USD worth of prizes and spot in the Men’s and Women’s Halfpipe Semi Finals. •“The Junior Jam has been a really important part of the history of the US Open, we’ve done a switch up with the Format so now the Junior Jam is earlier in the week, so the top finisher in the boys and the girls goes straight into the Semi Finals and hopefully we see that story of the next generation of snowboarders continuing through on the global stage” “I think to put it in perspective, the last time we held the junior jam in 2012 Ayumu Hirano and Chloe Kim won those contests, and you’ve seen what they are doing now. “ –Ian Warda •Tessa Maude was the winner of the Girls and Judd Henkes was the winner of the boys, Judd then went on to beat 18 of the World’s top halfpipe riders and earn the 4th qualifying spot in the Finals, and then eventually coming 5th in the final standings. Town of Vail | CSE | 5 /4/16 Junior Jam Quotes 18 “I’m so stoked right now, this is going to be so much fun, I am so excited!” –Tessa Maude after winning the Junior Jam and qualifying to the Women’s Semi. “I’m just super stoked to win you know, I’ve been riding a lot of pipe this year and working hard, I wanted to get a chance to ride against the older guys so I am pretty stoked to ride against some of the guys I look up to” –Judd after winning the Junior Jam “This is for sure the biggest day of my snowboarding career, I REALLY didn’t expect to make finals and just, really, really stoked right now” –Judd after the Men’s Halfpipe Semi-Finals “It [the Junior Jam] is amazing to me, it was my goal when I was really young to win it, and it came true! It was really cool, and I think one of the really amazing things that came from it was I made such an good group of friends growing up” – Scotty James, Australian Olympian “The whole contest is awesome, they should keep doing it because it’s good for snowboarding. I remember loving it when I was a little kid. I got third in the Junior Jam when I was 13 and it was such a special moment for me” –Ben Feguson. “This is amazing, I can’t believe I am here right now, I’m so stoked to be here at this competition and ride against the nicest girls I have ever met” –Kailey Bogart, 10 years old “I’m really stoked just to be here, and to ride with all these great guys it’s just an honor” Hans Huber, 12 Years old Town of Vail | CSE | 5 /4/16 RRC Survey Results & General USO Findings 19 USO Intercept Survey Burton Dash Analysis (Commissioned by Burton, Appx A)(Commissioned by TOV, Appx B) 0%20%40% Percent of RespondentsAge of respondentUnder 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Annual HouseholdIncomeUnder $30,000 $30 - $49,999 $50 - $74,999 $75 - $99,999 $100 - $149,999 $150 - $199,999 $200 - $499,999 $500,000 or more 23% 44% 15% 1% 8% 5% 2% 1% 30% 15% 12% 12% 9% 8% 7% 6% 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 or more 14% 31% 20% 11% 0% 9% 3% 3% 9% 23% 18% 33% 18% 8% 0% 0% 0% 0% Travel Party 0%10%20%30%40%50% Percent of Respondents Colorado Florida Texas New York California Pennsylvania Wisconsin New Jersey Vermont Illinois Ohio Utah Hawaii Michigan Minnesota Argentina Alaska Chile District of Columbia Iowa Maryland Massachusetts Mexico Missouri North Carolina Rhode Island Washington 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 2% 2% 2% 2% 3% 3% 3% 3% 4% 4% 5% 49% 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%Percent ofRespondents52% 13%15%10%10% Visitor Type: 2016 Burton US Open Visitor Research Final Intercept Survey Results FemaleMale0% 20% 40% 60%Percent ofRespondents46% 54% Gender 0%20%40% Percent of Respondents Denver -- CO, NE, WY New York -- CT, NJ, NY, PA International Colorado Springs - Pueblo -- CO Milwaukee -- WI Burlington - Plattsburgh -- NH, NY, VT Chicago -- IL, IN Houston -- TX Pittsburgh -- MD, PA, WV Miami - Fort Lauderdale -- FL Philadelphia -- DE, NJ, PA Salt Lake City -- CO, ID, NV, UT 2% 2% 2% 2% 2% 2% 2% 3% 3% 4% 5% 45% Designated Market Area Average Median 28.533.3 Average Median 3.0 5.2 Average 1.7 Town of Vail | CSE | 5 /4/16 Business Impact –Lodging 20 “The Burton USO is one of our favorite events every year. The event brings an energetic, enthusiastic crowd to Vail, and we were proud to be a partner on the event. It’s always a pleasure to work with the Burton team and their sponsors. The USO brings a great boost in business not only to our hotel and restaurant outlets, but to the town as a whole. We sincerely hope this event will come to Vail for many more years to come!” Patricia McNamara, Director of Sales, Sonnenalp Town of Vail | CSE | 5 /4/16 Attendance 21 Attendance at the 2016 USO was strong with over 21,500 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 119,000 spectator impressions. Spectators vs. Impressions Unique Spectators Comp Venue Sponsor Villages Solaris - Concerts/ Broomball Riglet Projecte d Skier Days Total Impressions 2016 (2/29-3/6)21,500 14,600 21,060 22,300 90 61,110 119,160 2015 (3/4 -7)21,500 11,000 23,400 15,400 196 63,000 112,996 Town of Vail | CSE | 5 /4/16 Visitor Type 22 For 2017, the goal is to continue to draw longer-term, overnight visitors earlier in the week, while attracting a good balance of locals and day guests. Town of Vail | CSE | 5 /4/16 Visitor Profile: Demographic 23 •The US Open is attracting millennials. The average age went from 39.7 in 2015 to 33.3 in 2016 •For 2017, the USO will continue to attract millennials, while providing event programming that is attractive to all age demographics Town of Vail | CSE | 5 /4/16 Visitor Profile: Travel Party 24 •Data suggest larger travel parties with young members compared to typical visitor groups. On average, 1.7 people were millennial in each group Town of Vail | CSE | 5 /4/16 Visitor Profile: Activity 25 Town of Vail | CSE | 5 /4/16 Visitor Profile: Frequency 26 Town of Vail | CSE | 5 /4/16 Importance of Event to Visit Vail 27 •64% of respondents sited the US Open as a decision to be in Vail during this week. Town of Vail | CSE | 5 /4/16 Business Impact –Lodging 28 “I believe the premiere summer event is Gopro and in winter it’s the Burton Open. It’s my opinion that these are anchor events that Vail must continue to offer to remain as the premiere mountain destination in the US.The Burton Open brings in pro riders, media, vendors and spectator traffic so it’s great for business and provides worldwide exposure for Vail. Next to Christmas week the Burton Open is our biggest business week for occupancy, rate and F&B sales.” Brian Butts, General Manager of Evergreen Lodge “Since Lion Square Lodge and Montaneros of Vail have been partnering up with Burton we have seen an increase year over year in pick up and in revenue both in accommodation and in the restaurant. This is a great opportunity for Vail to keep partnering up with Burton as the PR and the guests keep the buzz going around town and this is priceless. Several comment cards that we received from the Burton group staying with us were very positive and very appreciative.” Sarah Nunnenmacher, Senior Sales Manager of Lion Square Lodge and Montaneros Town of Vail | CSE | 5 /4/16 Overnight Visitor Profile 29 Town of Vail | CSE | 5 /4/16 Business Impact –Lodging 30 •ADR was $571, up 5.6% from $541 in 2015 •Capacity hit its peek on Saturday, March 5 at 96% •Under the Burton room block, 254 rooms/suites/condos were reserved, 463 people, 1741 nights, $881,641 dollars Note: Burton is reducing discounted room nights, allowing for ADR to increase and guests to have additional options Lodging Tallies Event Week High Event Week Low March ADR Room Nights 2016 Mar 5 (sat) 96%Feb 26 (Mon) 80%$571 1741 2015 Mar 7 (sat) 98%Mar 3 (Tue) 78%$541 2018 Town of Vail | CSE | 5 /4/16 NPS (Net Promoter Score)-Athletes 31 “I’ve been coming to this event since I was a little kid. It’s not only a tradition, it’s one of the world’s best events. Look at the crowd today it was incredible!” –Shaun White “I’ve always looked at the Open as one of the coolest events, especially as the last big event of the year. It just means a lot. I love that it’s still core snowboarding and that it’s an event that’s been going on for so long —it’s really helped cultivate our sport and brought so much progression.” –Jamie Anderson “To be on top at the US Open is a crazy feeling; to win it is amazing. All the riders here are top notch —the best in the world. My friends and all the support you get here, the whole crowd cheering for you and all your friends hugging you when you win… that’s why I do it—that’s why I snowboard.” –Kyle Mack Town of Vail | CSE | 5 /4/16 NPS (Net Promoter Score)/Likelihood to Recommend 32 Town of Vail | CSE | 5 /4/16 USO Good Fit for Vail 33 Town of Vail | CSE | 5 /4/16 Business Impact 34 “At Manor Vail, Burton Headquarters for the event, we have been very pleased with the guests, athletes, media and event staff.They are a pleasure to work with, very professional and everyone who has stayed here has been good to us, the property and each other!We would welcome the Burton US Open back to Manor Vail, in fact, our staff and guests look forward to it!The event is great for business.We are sold out during the event and saw a terrific increase in our Bar and Restaurant during the event, so Burton is a revenue home run for us!” Jill Anderson, Director of Sales and Marketing, Manor Vail Lodge “Great event. Brings the world to Vail! Brings out the locals and world travelers. The awards/music are a great evening combo and get’s Vail rocking!.” Ross Goldberg, Vail Realty Town of Vail | CSE | 5 /4/16 Remarkable ROI 35 •The daily economic impact per attendee was $183 compared to $143 in 2015 •The direct economic impact to Vail by attendees was $3,925, 562.29 compared to $3,081,167.56 in 2015 •ROI to Vail (based on attendees): $9.81 compared to $7.70 in 2015 Town of Vail | CSE | 5 /4/16 36 RRC Surveys & General USO Findings ”Overall , the Burton USO survey results in 2016 largely corroborated the results observed in 2015, in showing that USO is successful at reaching an audience that differs significantly from the typical profile of Vail visitors during early March.A high share of USO attendees in 2016 were young adults aged 18 –34 (67%), less affluent (45% under $50,000 household income), and snowboarders on Vail Mountain (47%), even as a high share were overnight visitors (52%).USO also attracted a significant share of attendees who were first-time visitors to Vail Mountain in winter (28%), first-time visitors to Burton USO (54%), and attendees who didn’t ski or snowboard that day (26%), suggesting incremental gains in visitation.USO attendees also indicated a significant likelihood of attending USO in the future (48% who were “100% -definitely ” likely, 37% who were “75% -probably” likely), an indirect indicator of satisfaction.On a 0 -10 scale where 10=”extremely good fit” and 0=”not a good fit”, USO attendees also predominantly thought that USO was “a good fit for Vail” (69% 9 -10, 23% 7-8, and 8% 0 -6 )”. RRC Associates, Inc. Town of Vail | CSE | 5 /4/16 ROI: Tax Revenue 37 The USO is a strong contributing factor in the growth realized across local tax revenues since year one. Vail will collect an estimated $150,000 in additional March sales tax to bring collections to $4,211,131. March 2016 would be up 3.9% or $157,170 from March 2015. Local Taxes February March 2016 $3,736,875 $4,211,131 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 /4/16 38 Parking 2016 Feb 29 – Mar 6 2015 Mar 2-7 2014 Mar 7-9 2013 Mar 3-10 (same calendar week) 2013 Mar 1-3 (event week) Vail Village Cars 16,897 8,599 6,913 6,803 7,692 Vail Village $$97,671.00 $66,014.30 $59,486.00 $58,925.00 $70,243.00 Lionshead Cars 9,797 5,449 4,893 4,596 4,863 Lionshead $$68,871.00 $55,723.80 $49,170.00 $43,222.00 $51,445.00 Total Revenue $166,542.00 $121,738.10 $108,656.00 $102,147.00 $121,668.00 ROI: Parking Revenue Town of Vail | CSE | 5 /4/16 Vail Mountain 39 “The momentum and excitement for the Burton US Open has continued to build during the four years of the event, and this year’s event was one of the best in terms of operations, attendance, and collaboration between the resort, the Town of Vail and Burton. It takes the entire Vail community to pull off an event of this magnitude, and by working together, we have succeeded in elevating the experience for both spectators and athletes year-after-year.” Chris Jarnot , Executive Vice President and Chief Operating Officer at Vail Mountain. Town of Vail | CSE | 5 /4/16 Community Contribution Burton takes great pride in creating programs that aim at making all segments of the Vail community feel welcome and vested in the USO. •USO Concert Stage: Burton programmed music stage 4 nights achieving massive success and reaching large audiences both Friday and Saturday •Broomball: Two days of high energy and highly competitive broomball engaged local community and USO guests in a unique and impactful manor, bringing diversity to the vibe of the town 40 Town of Vail | CSE | 5 /4/16 Community Contribution 41 •After Party: The Dobson Ice Arena provided the perfect atmosphere for the closing celebration for this years event •USO Après All Day Hubs: 6 high profile establishments offered and fun and comforting atmosphere for guests to step away from the venue for food, drink and friends. Each location featured special US Open activities •Larkspur (Golden Peak), Tavern on the Square (Lionshead), Garfinkles (Lionshead), Pazzos (Vail Village), Red Lion (Vail Village), Altitude (Vail Village) Town of Vail | CSE | 5 /4/16 Community Contribution 42 •USO Secret Stash: For the second year, the team made more than 50 stops and handed out over 1,300 prizes Monday -Saturday •The Secret Stash program handed out prizes including but not limited to: bandanas, beanies, backpacks, face masks and snowboards •In busy restaurants, customers drinking Pacifico were the first to choose prizes. This inspired other guests to order Pacifico beers when they saw us coming to their table •“Is that all I have to do for this snowboard? Pick a card? This is the coolest thing that has ever happened to me!” Katelyn Burley, 28 -snowboard winner Town of Vail | CSE | 5 /4/16 Community Contribution –School Outreach 43 School Outreach Programs: Partnering with the Children’s Garden of Learning, Red Sandstone Elementary and Vail Mountain School local youth were offered the experience of a lifetime •Children’s Garden of Learning: 35 preschoolers took part in Burton’s Riglet Learn-to-Ride program at Golden Peak •Red Sandstone Elementary: 200 first to fifth graders students experienced the action from the front row in VIP Viewing. Students were cheering, high-fiving top riders, getting autographs and taking selfies “How lucky our students are to be able to take advantage of this wonderful opportunity! It is truly special (especially the VIP viewing!) and we are so appreciative of your flexibility, support, and enthusiasm for including our students.” Michelle Gennet , Red Sandstone Elementary Town of Vail | CSE | 5 /4/16 Community Contribution –School Outreach Cont. 44 •Vail Mountain School: 4 talented Red Sandstone Elementary fifth- grade students took part in the Kid Reporter program. These students experienced how professional media personnel handle their roles in a real life setting. They received a look into the Webcast operations, TV compound, had access behind the ropes with Official USO Photographers and asked questions to winning riders at the Press Conference Town of Vail | CSE | 5 /4/16 Community Contribution –School Outreach Cont. 45 Thank you notes from Red Sandstone Students: Town of Vail | CSE | 5 /4/16 Chill Fundraiser 46 •For the fourth 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 and snowboard community in with deserving youth •Burton Raised a total of 35,692 for chill through fundraising activities in Vail Town of Vail | CSE | 5 /4/16 Broadcast: Webcast and TV 47 “The event was amazing, great comments from TV8 viewers and advertisers, as well as those who were attending the event. The business community generally experienced increases in customer visitation as well. Can’t wait for the 2017 Burton US Open !” Stephen Wodlinger , General Manager, TV8 Town of Vail | CSE | 5 /4/16 Webcast 48 •Burton Produced 4 days of live webcast distributed across Burton and Red Bull channels globally Live+VOD Webcast Plays Ave.Play Duration Total Hours Consumed 2016 401,149 19.60 131,073 2015 201,030 24.85 83,253 2014 170,622 18.82 53,531 •Total plays almost doubled from 2015 with a year over year increase of 99.55% •Total hours consumed increase 57.44% showing a massive increase in content interest overall Town of Vail | CSE | 5 /4/16 TV 49 •The USO produced 4 different TV shows including 2 live finals and 2 delayed finals •The USO programming featured Vail/Town of Vail in all of the programs. TOV received 6 commercials and 2 billboards that ran in USO programming (and the re-airs) •Additionally, Vail Mt got 6 spots and 2 billboards Show Length (min) Live / Delaye d Post Produced Men’s HP 120 X Women’s HP 60 X Men’s SS 120 X Women’s SS 60 X Slopestyle Highlights 30 X Halfpipe Highlights 30 X Town of Vail | CSE | 5 /4/16 TV 50 Domestic TV Total Programs Total Viewers 2016 (FS2,FS1, FSN)4 original + reairs 303,000* 2015 (FS2,FS1,FSN)7 original + reairs 2,027,000 2014 (FS2 + FSN)7 original + reairs 957,000 •Domestic Coverage:The USO once again partnered with Fox as its US television partner positioning 4 live shows across the FS1, FS2, and FSN networks.Additionally, the USO programming was aired locally in the Vail valley live on TV8 and statewide on Comcast *Numbers collated based on April 1 st 2016 ratings report. Total audience including still being calculated Town of Vail | CSE | 5 /4/16 TV 51 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 Global TV Overview Total Hours Total Territories Total Possible Impressions (including Reairs) Certified Viewers 2016 *TBD 201 791,000,000 **airings not inclusive of re-airs based on initial IMG Figures NA 2015 3,051 145 14,341,366,935 TBC 2014 1000+185 9,030,088,441 9,850,000 •Global Distribution Overview: USO programming was distributed around the world via IMG Media. Town of Vail | CSE | 5 /4/16 Athletes POV 52 “The US Open has always been the event I look forward to in the season. It’s a special one to me, it was the first professional contest I ever did as a kid, and in many ways helped launch my career. I’m always excited to go. It’s the season ender and a really fun one for music and seeing all of our friends. I would love to take home a US Open title!” –Danny Davis “I’ve been attending the Open since I was a kid. It holds a lot of memories and I love getting to compete. The Open stands out to me as the event I want to do well at. I like it because it’s late in the season so you get a high level of competition, and you see some of the best snowboarding of the season.” –Kelly Clark Town of Vail | CSE | 5 /4/16 Marketing and Promotion 53 •In 2016, Burton made significant marketing efforts to reach out to a local, regional, national and international audience via print, online, broadcast and social media. Town of Vail | CSE | 5 /4/16 National Marketing 54 •Snowboarder •December Issue •(1 ) Full Page Ad •Print Circulation: 60,000 copies •Web Viewership 183,000 unique Visitors •Social 1,200,000 impressions •Total Readership: 1,400,000 Impressions •Ad Value: $10,500.00 •Transworld •December Issue •(1 ) Full Page Ad •Total Circulation: 95,000 copies •Web Viewership 309,000 unique visitors •Social Media 617,000 impressions •Total Readership: 1,000,000 impressions •Ad Value: $13,460.00 Total Impressions:2,966,865 Total Ad Value:$23,960.00 Town of Vail | CSE | 5 /4/16 Regional Marketing –In Partnership with Vail Resorts 55 •Regional Advertising generated 3,666,952 total media impressions •Front Range Media generated 1,152,952 adult media impressions and consisted of: •Cable –2/15-2/28 •272 Comcast’s Central East Zone, 664 Comcast's Boulder Zone •:15/:15 Book Ends •Networks included: CNN, Comedy Central, ESPN, FX, TBS, Discovery Channel, USA & HGTC •Pandora Digital Radio –2/22-2/28 •:30 audio ad with accompanying banner •Print •Colorado Daily –Two full page four -color print ad •Billboards •Westword Online •Content inclusion in E-Newsletter •Facebook Event Recap •Local In-Resort Media –TV8, Vail Daily, Vail Weekly, Tiga Interior Bus Cards Town of Vail | CSE | 5 /4/16 Radio 56 •Coordinated radio campaign including on-air giveaways and prize packages with KZYR, KKCH and KSMT Broadcasting •December 2015 –January 2016 (Rider Teasers) •February –March 2016 (Rider Teasers -:15, :30, :60 spots) •New for 2016: TODAY AT THE USO was a fan’s guide to the US Open that aired 3 x daily on all stations February 29 -March 5. Listeners could tune in for the most up -to-date results, rider lists, athlete profiles, concert schedules and much more throughout the week. Town of Vail | CSE | 5 /4/16 Grass Roots Marketing 57 •Poster/Rack Card Distribution Vail Valley (East Vail, Vail, West Vail, Minturn, Eagle Vail, Beaver Creek, Avon, Edwards, Eagle, Gypsum), Summit County, Steamboat, Glenwood Springs, Carbondale, Basalt, El Jebel, Aspen, Denver, Boulder, Fort Collins Distribution Date Range:December 31, 2015 -February 29, 2016 Total Number of Rack Cards 8,500 Total Number of Posters 1,250 Total Number of Concert Specific Posters [Headliners]175 Total Number of Concert Specific Posters [All]225 Total Number of Broomball Specific Posters 100 Total Number of Event Guides 5,000 Town of Vail | CSE | 5 /4/16 Grass Roots Marketing 58 •Community Outreach Town of Vail Information Hosts | Community Hosts •Concierge Outreach Number of Outreach/Efforts: 3 total Materials Provided:Logos, Photos, FAQ, Schedules Concierge Night (in conjunction with Burton Retail): Provided staff support, USO backpack gifting •Town Talks Number of Outreach/Efforts:1 total Materials Provided:1 event based images/copy •Email Blasts Number of Outreach/Efforts:3 total Materials Provided:2 event based images/copy 1 concert/music focused Town of Vail | CSE | 5 /4/16 Digital / Social –Vail Mountain 59 •Vail Facebook –10 Posts,51 Comments,2503 likes,294 shares,55,634 reached,112,162 potential impressions •Vail Twitter –8 tweets,82 re-tweets,4 replies,86,150 potential impressions,251 favorites,8 @Burtonsnowboard re-tweets •Vail Instagram –9 pictures,31457 likes,378 comments,1,233,000 potential impressions •Emails: 10 •Burton USO in Feature Block: 3 •Burton USO in Supporting Block: 7 •Total Recipients: 70,920 •Total Opens: 22,893 •Total Clicks: 2,371 Town of Vail | CSE | 5 /4/16 Digital / Social –Burton 60 •Burton Facebook : 12 posts, 67 Comments, 2,242 likes, 94 Shares, 149,453 total reach, 264,963 potential impressions •Burton Twitter : 10 Tweets, 176 re-tweets, 2,585 Likes, 1,748,814 potential impressions •Burton Instagram: 9 Posts, 131,045 Likes and 622 Comments, 2,029,568 total Reach, and 3,037,093 Potential Impressions, •Burton Youtube : 3 Videos, 19,709 Views, 276 Likes, 9 Comments, 66 shares, 8746 minutes watched. Town of Vail | CSE | 5 /4/16 Social Media 61 https://www.youtube.com/w atch?v =Ro -YP5LJSo0 Town of Vail | CSE | 5 /4/16 Social Media –Engagement 62 •The USO is Burton’s most socially driven event with over 3.2m engagements Social Engagement Likes / Favorites Comments / Replies Shares / Retweets Clicks Video Views Facebook 74,959 5,843 7,759 414,598 1,354,545 Instagram 573,432 3,782 Twitter 8,876 135 3,191 79,096 YouTube 3,145 63 887 352,434 352,434 Total:660,412 9,823 11,837 846,128 1,706,979 Town of Vail | CSE | 5 /4/16 Social Media –Impressions & Overview 63 Social Media Overview Facebook Posts 64 Tweets 150 #BurtonUSOpen & Related 13,206 Instagram Posts 37 YouTube Videos 37 Countries 70 Total Posts 288 USO 2016 Digital Wrap Up Date Range: 1/3/16 - 3/21/16 Social Media Impressions Total Reach Potential Impressions Minutes Watched Burton Facebook 4,678,389 7,682,802 - Burton Twitter 17,775,786 28,595,923 - Burton Instagram 8,325,607 12,385,666 - Burton YouTube 352,434 352,434 368,460 #BurtonUSOpen & Related Hashtags 227,146,602 358,547,993 - Total:258,278,818 407,564,818 368,460 Town of Vail | CSE | 5 /4/16 Social Media Clips 64 NEW IMAGE One of Burton Snowboard¹s most successful IG posts: •Mentions Vail Resorts •1,025 comments, over 27K likes •Lifetime reach of 250,000 people One of Burton Snowboards most successful Tweets: •About Entertainment content •Potential Impressions ~273K •24 retweets Town of Vail | CSE | 5 /4/16 Social Media 65 NEW IMAGE NEW IMAGE NEW IMAGE One of Burton Snowboards most successful Facebook posts: •Predicted Shaun’s win correctly •3,989 comments •43,843 likes •5,199 shares Town of Vail | CSE | 5 /4/16 Social Media 66 NEW IMAGE NEW IMAGE NEW IMAGE Best Posts from other brands about the USO: •@Instagram posts about the USO and Chloe Kim •151m followers •681K likes •2,178 comments •Red Bull posts about the USO and Taku •Used the #BurtonUSOpen hashtag •Over 70K likes Town of Vail | CSE | 5 /4/16 Social Media –Specific to Vail •Burton implemented a social media plan specific to Vail across Facebook, Twitter, YouTube, and Instagram •Total Social Engagement, specific to Vail: 925,357 •Posts included the concerts, Broomball, things to do, Riglet, event information, competition updates and results 67 Social Engagement Likes / Favorites Comments / Replies Shares / Retweets Clicks Video Views Facebook 840 52 80 2,762 1,859 Instagram 171,468 2,128 0 Twitter 552 3 147 4,451 YouTube 3,145 63 887 368,460 368,460 Total:176,005 2,246 1,114 375,673 370,319 Town of Vail | CSE | 5 /4/16 Social Media –Specific to Vail •Vail Specific Impressions and Social Media Overview: 68 Social Media Impressions Total Reach Potential Impressions Minutes Watched Burton Facebook 75,079 142,351 - Burton Twitter 2,469,286 2,658,221 - Burton Instagram 2,953,136 4,445,715 - Burton YouTube 352,434 352,434 368,460 #BurtonUSOpen & Related Hashtags 227,146,602 358,547,993 - Total:5,849,935 7,598,721 368,460 Date Range: 1/3/16 - 3/21/16 Vail USO 2016 Digital Wrap Up Social Media Overview Facebook Posts 15 Tweets 20 #BurtonUSOpen & Related 13,206 Instagram Posts 13 YouTube Videos 37 Countries 70 Total Posts 85 Town of Vail | CSE | 5 /4/16 PR/Communications 69 “I wanted to thank everyone at Burton PR for everything last weekend in Vail. Your team does an amazing job, and I really appreciate it. I've been covering/attending the Open on and off since the early Stratton days, and it's my favorite event by far. I haven't been to the Open for a while, but last weekend reminded me of what a great event it is...on every level -it's so unique, and the people behind the scenes are a big reason why.” –Chris Cohen, Freelance/Teton Gravity Research “I had a blast this week and we got so much material! Thank you guys for making it so much fun!”-Gretchen Pleshaw, 303 Magazine “Personally, I found the event really smooth to cover as a writer. It was easy to connect with the athletes and find a time and place for interviews. I like the press conferences, since they’re so intimate, and the press room is well run and hospitable. It’s by far my favorite snowboard event to cover outside of X Games.” –Alyssa Roenigk, ESPN Town of Vail | CSE | 5 /4/16 PR/Communications -Highlights •Between January 2016 and March 2016, Burton PR distributed 10 press releases to 400+ media outlets globally •In total, 110 media contacts representing 59 press outlets came out to cover the legendary event. Top outlets included Good Morning America, CBS Denver, NBC Sports, Associated Press, The New York Times, Sports Illustrated, Refinery29.com, The Denver Post, ESPN, Snowboarder, Snowboard and Transworld Snowboarding •Burton PR coordinated 75+ interviews with riders, executives and partners onsite •300+ stories ran across US endemic, national and regional outlets. Top national coverage included multiple Good Morning America hits, The New York Times, The Denver Post, NBC Sports, Associated Press, Washingtonpost.com , USAToday.com, CNN.com, and Sports Illustrated. Top snowboard endemic coverage included Transworld Snowboarding, Transworld Business, Snowboard and Snowboarder. 70 Town of Vail | CSE | 5 /4/16 PR/Communications -Highlights •Burton PR worked with Colorado and local Vail press to promote the event, and secured 100+ stories with TV-8 Vail, Vail Daily, Summit Daily News, Vail.net , 303 Magazine , 5280 Magazine, The Denver Post and CBS Denver •Burton PR coordinated 15+interviews for Vail Daily that resulted in multiple entertainment preview stories, and daily event features during the US Open. Burton PR also coordinated 20+ on-camera interviews for TV-8 Vail, many of which were broadcasted LIVE •In Vail, Burton PR conducted four standing-room only press conferences with 100+ press in attendance at each briefing •Burton PR coordinated and staffed 25+ interviews with Jake and Donna Carpenter, and riders Shaun White, Kelly Clark, Danny Davis, Chloe Kim, Ben Ferguson, Arielle Gold, Ryan Wachendorfer, Louie Vito, Ayumu Hirano, Yuki Kadono, Cheryl Maas, Seb Toutant , Chas Guldemond, Kyle Mack, Max Parrot, Silje Norendal (remote) and Marcus Kleveland leading up to and during the US Open. Top resulting coverage included Sports Illustrated, The Denver Post, CBS Denver,Vail Daily, and TV8 Vail •The above PR efforts resulted in 611 US Open stories 71 Town of Vail | CSE | 5 /4/16 PR/Communications –Impressions Overview •Impressions Overview: •866,837,977 Total US Open Impressions •Print: 84,657,471 Impressions •Broadcast: 24,732,883 Impressions •Online: 757,447,623 Impressions •Value of Media Publications Overview in US Dollars: •$12,605,331.80 Total Ad Rate •Print Ad Rate: $237,010.13 •Broadcast Ad Rate: $3,928.294.48 •Online Ad Rate: $8,440,027.21 72 Town of Vail | CSE | 5 /4/16 PR/Communications -Clips 73 Town of Vail | CSE | 5 /4/16 PR/Communications -Clips 74 VAIL DAILY 3/2 Town of Vail | CSE | 5 /4/16 PR/Communications -Clips 75 Town of Vail | CSE | 5 /4/16 PR/Communications -Clips 76 NEW IMAGE NEW IAGE ELLE MAGAZINE 2/1 NBC SPORTS.COM 2/25 Shaun White entered in first slopestyle event since Sochi Olympics Shaun White is entered in halfpipe and slopestyle for next week’s U.S. Open in Vail, Colo., which would mark his first slopestyle competition since he pulled out the day before the event at the Sochi Olympics. White, the 2006 and 2010 Olympic halfpipe champion, qualified to compete in the event’s Olympic debut in Sochi but pulled out the day before it started, citing injury risk on the modified course. He later finished fourth in the Sochi Olympic halfpipe. “I would be lying to say I didn’t maybe bite off a little more than I could chew for this [past] Olympics, just training- wise, it was a gauntlet to try to do both [halfpipe and slopestyle],” White said on “SI Now” on Sept. 16, 2014. “I’m probably more poised to compete in slopestyle in the next Olympics.” White’s slopestyle competition at the U.S. Open will not include Olympic champion Sage Kotsenburg (concussion) or two-time reigning Winter X Games champion Mark McMorris (broken leg). Town of Vail | CSE | 5 /4/16 PR/Communications -Clips 77 NEW IMAGE Town of Vail | CSE | 5 /4/16 Event Budget 78 •Total event budget: $4,779,000 •CSE funds: $400,000 •Profit and loss: $0 Town of Vail | CSE | 5 /4/16 Event Budget 79 2016 US Open Budget Marketing $4,779,000 Marketing Campaign / Media Buy $69,000 Global broadcast production / distribution $792,000 Staffing $756,000 Course / Venue build $433,000 Event infrastructure $580,000 In-town activations $450,000 Security / Police / Medical $119,000 Branding $231,000 Food & Beverage $158,000 Lodging $770,000 Travel $47,000 Shipping / Storage $32,000 Prize Money $342,000 Town of Vail | CSE | 5 /4/16 Sustainability 80 "Sustainability is a key initiative for Burton in every aspect of how we do business, and we try to improve our impact every way we can.Being mindful of the environment is certainly a priority for us, and the US Open is no exception. Burton and our partners work each year to improve the environmental impact of our events from looking to reduce our waste to collaborative efforts to reduce our overall footprint.” Ali Kenney, Director of Global Sustainability, Burton Snowboards Town of Vail | CSE | 5 /4/16 Sustainability Efforts 81 •Recycled all event coroplast , printed fabrics, printed mesh scrim,and the majority of our vinyl signage •Repurposed event signage from the 2015 US Open to make reusable bags, laptop and tablet cases for Protect Our Winters and Earth Day giveaways •Composting stations located throughout venue, including Vail F&B prep areas •Use of compostable cups, silverware and plates •Event staff dedicated to collecting and sorting trash and recycling •Staff, contractors and media leveraged public transportation •Burton promoted the Protect Our Winters Drop in and Vote campaign. Attendees were given prizes and give-aways if they pledged to vote in the presidential elections. Participants filled out a postcard to themselves that will be sent a month prior to the elections as a reminder to stand up and vote Town of Vail | CSE | 5 /4/16 Sustainability Efforts 82 Town of Vail | CSE | 5 /4/16 Appendix 83 Town of Vail | CSE | 5 /4/16 Appendix A: Burton Dash Analysis 84 Town of Vail | CSE | 5 /4/16 Appendix B: Burton Intercept Survey 85 Town of Vail | CSE | 5 /4/16 Appendix B: Burton Intercept Survey 86 Town of Vail | CSE | 5 /4/16 Appendix C: Contract Deliverables 87