HomeMy WebLinkAbout3. 2016 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
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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
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PR/Communications -Clips
74
VAIL DAILY
3/2
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PR/Communications -Clips
75
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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
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Appendix
83
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Appendix A: Burton Dash Analysis
84
Town of Vail | CSE | 5 /4/16
Appendix B: Burton Intercept Survey
85
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Appendix B: Burton Intercept Survey
86
Town of Vail | CSE | 5 /4/16
Appendix C: Contract Deliverables
87