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Home My WebLink About2017 Recap Burton US OpenSurveyed Event Recap: 2017 Burton US Open May 2, 2017 Burton US Open Snowboarding Championships: February 27 –March 5, 2017 Ian Warda Office: 802.651.0486 Mobile: 720.937.5817 ianw@burton.com Marc Murphy Office: 802.651.0493 Mobile: 860.485.6715 marcm@burton.com Whitney Heingartner Office: 802.651.0493 Mobile: 802.779.1451 2 PHOTO Town of Vail | 5/2/17 3 Table of Contents Introduction Page 4 Brand Alignment Page 5 Goals/Objectives Page 10 Highlights Page 11 Event Strengths Page 12 Lessons Learned Page 13 RRC Survey/General USO Findings Page 14 USO Visitor/Attendance Page 16 Lodging Page 24 NPS Page 25 Revenue and ROI Page 29 Community Page 33 Broadcast/Webcast Page 37 Marketing and Promotion Page 41 Social Media Page 45 PR/Communications Page 51 Event Budget Page 59 Sustainability Page 61 Appendix A: RRC Survey, Burton Dash Analysis Page 65 Appendix B: RRC Survey, USO Intercept Page 66 Appendix C: Contractual Deliverables Page 68 Town of Vail | 5/2/17 Introduction 2017 was the 35th installment of the longest running snowboard event in the world. Our 5th year in Vail solidified a consistent positive impact on the community, local businesses and Vail Mountain guests. With the support of the Town of Vail and other strategic partners, we jointly executed a week of premier, world-class and unforgettable memories to attract key consumers year over year. The 2017 US Open continued to raise the bar and built off the momentum and key learnings of the first four years. We look forward to continued success in Vail and at Vail Mountain for many years to come. 4 Town of Vail | 5/2/17 Vail & Burton -Two PREMIUM Brands 5 Town of Vail | 5/2/17 Vail & Burton -Two PREMIUM Brands 6 Town of Vail | 5/2/17 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 | 5/2/17 Standard of Excellence 8 The Burton US Open continues to be the World’s Greatest Snowboard Event, attracting the world’s most talented Riders and global brands, and providing premium fan engagement and VIP experiences. Coming into an Olympic year, Burton will amplify the opportunity to be the ultimate season-ending celebration of the snow sport lifestyle. In 2018 and beyond, the Burton US Open will continue to set the standard of a fun, safe and profitable business model for all stakeholders. Town of Vail | 5/2/17 Athletes POV 9 “I’m really looking forward to the Open because I love going to Vail and it's a really fun contest. It's great to see all of the progression that happens there.” –Chloe Kim “It’s means so much because it’s one of my favorite contests and for sure one of the highlights of the season. It’s hard to believe with all of the girls riding so good that I could come out on top.”-Anna Gasser “This means everything to me. I love this event -it was the start of my career and the first time I ever made a final in a pro event. This is my third win in Vail and I’m so amped—so amped to be healthy again snowboarding, and the fact that I’m doing well again is just the best feeling on Earth.” –Mark McMorris “I’ve been riding at the Open since I was a little kid, and it’s always a good time. Last year’s Open was one of the best for me -I broke my old record of 24 feet out of the halfpipe with a 26-foot air on the first hit. All of the riders step up their game at the Open, especially with the Olympics less than a year out. I can’t wait to see how the contest shapes up this time around.” –Shaun White Town of Vail | 5/2/17 2017 Goals and Objectives 10 •Continue to grow key areas of event: •Junior Jam •VIP program •Fan and Family experiences •Partner integration •Local business inclusion •Show once again that the Burton US Open belongs in Vail •Attract and retain appropriate clientele for longer stays Town of Vail | 5/2/17 Highlights 11 •Lodging occupancy up every day compared to 2016, with Wed up a full 6%. Peak USO days are the highest of the month, with Saturday as the highest at 96%. ADR was $634, up 11%. •Most progressive Slopestyle Competition that has ever taken place for both Women and Men •Programmed 13 different musical acts across 4 nights •Junior Jam continued to grow with a larger international field and live broadcast Town of Vail | 5/2/17 Event Strengths 12 •Fan engagement in Partner village •Pre-promotion and Marketing of the event •Partners at Retail (Red Bull, Pacifico, Stoli, Clif Bar) •Launching the USO App •Enhanced digital marketing strategy •Upgraded digital and linear programming (Live broadcast of Junior Jam) •VIP experience including shuttles & new Burton Pop Up Shop Town of Vail | 5/2/17 Lessons Learned 13 •Continues to be a great opportunity to attract out of state and foreign visitors •Early week programming increases the longevity of lodging stays across the week •Pre-event communication between USO Partners and local businesses drives collaboration •Data collection from venue provides key insights to making informed strategic decisions Town of Vail | 5/2/17 RRC Survey Results & General USO Findings 14 USO Intercept Survey Burton Dash Analysis (Commissioned by Burton, Appx A)(Commissioned by TOV, Appx B) Town of Vail | 5/2/17 Business Impact –Lodging 15 “The Burton USO continues to be one of our favorite events every year. The event constantly brings an energetic and enthusiastic crowd to Vail and we are proud to be a partner of the event, as it has always been a pleasure to work with the Burton team and their sponsors. The USO brings a great and consistent boost in business to our hotel and restaurant outlets, as well as 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 & Marketing, Sonnenalp Town of Vail | 5/2/17 Attendance 16 Attendance at the 2017 USO was strong with over 22,200 unique attendees across the 4 main days of the event. Spectators vs. Impressions Unique Spectators Comp Venue Sponsor Villages Solaris - Concerts/B roomball Riglet Total 2017 (2/27-3/5 22,200 13,750 26,900 21,200 293 62,143 2016 (2/29-3/6)21,500 14,600 21,060 22,300 250 58,210 Town of Vail | 5/2/17 Visitor Type 17 Town of Vail | 5/2/17 Visitor Profile: Demographic 18 •Respondents had an average age of 37.8 and a median age of 36.0. This skews older than the 2016 sample (average age of 33.3 and median age of 28.5). •For 2018, the USO will focus premium event programming to attract a diverse base of adult, outdoor lifestyle clientele •This year’s sample was more affluent than in 2015 or 2016 Town of Vail | 5/2/17 Visitor Profile: Travel Party 19 •This year, parties of two were more prominent than in 2016 (31 percent) or 2015 (30 percent) which cuts down on traffic, easing environmental impact and safety concerns Town of Vail | 5/2/17 Visitor Profile: Activity 20 Town of Vail | 5/2/17 Visitor Profile: Frequency 21 •The share of respondents reporting that they will likely return increased 4% from 2016 and is significantly up from 2015, indicating positive growth and popularity Town of Vail | 5/2/17 Importance of Event to Visit Vail 22 •The percentage of attendees influenced by the event in their decision to visit has increased consistently Town of Vail | 5/2/17 Overnight Visitor Profile 23 Town of Vail | 5/2/17 Business Impact –Lodging 24 •ADR was $634, up 11% from $571 in 2016 •Lodging occupancy up every day compared to 2016, with Wed up a full 6%. Peak USO days are the highest of the month, with Saturday as the highest at 96%. •Under the Burton room block, 289 rooms/suites/condos were reserved, 488 people, 1774 nights, $909,000.80 dollars Lodging Tallies Event Week High Event Week Low March ADR Room Nights 2017 Mar 3 (Fri)93.4%Feb 28 (Tues) 78.2% $634 1774 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 | 5/2/17 NPS (Net Promoter Score)-Athletes 25 “This is the oldest and most prestigious event in snowboarding.” –Max Parrot “The Course is awesome. It’s always progressive and changing, massive jumps, creative rail features, cool side hits. You can switch it up and be progressive, which makes for a perfect slopestyle event.” –Jamie Anderson “There’s so many legends that have won the event. It’s got so much history, and its one that all snowboarders love coming to.” –Scotty James “People get creative at the open. It’s always been that way, and its probably going to always be that way. It’s a good thing.” –I-Pod “I Grew up going to the Burton US Open from when I was a kid, long before I ever competed in it. You know they build a great venue, and it makes for a great event.” – Kelly Clark Town of Vail | 5/2/17 NPS (Net Promoter Score)/Likelihood to Recommend 26 Town of Vail | 5/2/17 USO Good Fit for Vail 27 Town of Vail | 5/2/17 Business Impact 28 "I love when those guys [Burton] are in town. We have a blast and our place looks amazing” -Hutch, Pazzos Pizza Owner "The energy and excitement the Burton US Open brings to Vail makes it a special time of year to be on Vail Mountain. Our guests and staff love having all of the workers, athletes, officials, tv and media team on site for the week.” -Bree D., Manor Vail Catering and Conference Services Manager "My client's grandkids were so excited to be here while the Open was in town. We barely got on the mountain. {Don't tell him I said that!].All they wanted to do is check out the competition at Golden Peak. It is amazing that you can get so close to the action. It really was cool for these kids to see.” - Damien G., Vail Ski and Snowboard School "We look forward to hosting the Burton US Open every year and can't wait for 2018 .” -Andrew C., Vail Realty "Burton? It's now a part of March in Vail. I love it.” -Lindsay R, Vail T-Shirt Co Town of Vail | 5/2/17 Remarkable ROI 29 •The daily economic impact per attendee was $177 •The direct economic impact to Vail by attendees was $3,929,764.53 •ROI to Vail (based on attendees): $9.73 Town of Vail | 5/2/17 30 RRC Conclusion “There were encouraging upward trends relative to the role of the event in respondents’ decision to visit Vail, likelihood to attend the Burton US Open in the future, likelihood to purchase Burton products, and net promoter score.” Town of Vail | 5/2/17 ROI: Tax Revenue 31 The USO is a strong contributing factor in the growth realized across local tax revenues since year one. Local Sales Tax February March 2017 TBD TBD 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 | 5/2/17 32 Parking 2017 Feb 27 –Mar 5 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 17,187 16,897 8,599 6,913 6,803 7,692 Vail Village $ $135,598 $97,671.00 $66,014.30 $59,486.00 $58,925.00 $70,243.00 Lionshead Cars 10,205 9,797 5,449 4,893 4,596 4,863 Lionshead $ $90,425 $68,871.00 $55,723.80 $49,170.00 $43,222.00 $51,445.00 Total Revenue $226,023 $166,542.00 $121,738.10 $108,656.00 $102,147.00 $121,668.00 ROI: Parking Revenue Town of Vail | 5/2/17 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 13 music acts across 4 nights, achieving massive success throughout the week •Broomball: Two days of high energy and competitive broomball engaged the local community and USO guests creating a unique atmosphere within the overall event 33 Town of Vail | 5/2/17 Community Contribution 34 •After Party: The Dobson Ice Arena provided the perfect atmosphere for the closing celebration for this year’s event •USO Après All Day Hubs: 4 high profile establishments offered and fun and entertaining atmosphere for guests to step away from the venue for food, drink and friends. Each location featured special US Open activities •Larkspur (Golden Peak), Garfinkles (Lionshead), Pazzos (Vail Village), Red Lion (Vail Village), Fitz Restaurant at Manor Vail (Golden Peak) Town of Vail | 5/2/17 Community Contribution –School Outreach 35 School Outreach Programs: Partnering with the Children’s Garden of Learning and Red Sandstone Elementary, local youth were offered the experience of a lifetime •Children’s Garden of Learning: 30 preschoolers (age 3-5) took part in Burton’s Riglet Learn-to-Ride program at Golden Peak •Red Sandstone Elementary: 200 first to fifth grade students experienced the action from the front row in VIP Viewing. Students were cheering, high-fiving top riders, getting autographs and taking selfies Town of Vail | 5/2/17 CHILL Fundraiser 36 •For the first year, the CHILL Fundraiser was hosted at the NEW Bo Bridges Gallery. It was a packed house and a wonderful way to tie the Vail and snowboard community in with deserving youth •Burton Raised a total of $24,000 for CHILL through activities in Vail Town of Vail | 5/2/17 Webcast 37 Town of Vail | 5/2/17 Webcast 38 The 2017 Digital Broadcast was produced in collaboration with Red Bull Media House, covering 5 days of Slopestyle and Halfpipe Competition, including the first ever Junior Jam Broadcast.While the Junior Jam and semi-finals were streamed only on BurtonUSOpen.com, all four finals were additionally broadcast across the Red Bull TV. Including new simulcasts across the Red Bull Media Network via Facebook Live and Youtube , total webcast impressions for Live + 30 Days exceeded 2.6 Million views. Key Outcomes: ·Excluding social media feeds, total viewership via Red Bull TV accounted for 289K views, with an additional 68K replay show views via the Burton Youtube channel. ·The average viewing time was up 3 minutes from 2016 to 22 minutes with Men’s Halfpipe having the highest engagement, averaging 29 minutes. ·Men’s Slopestyle was the most-watched event, followed by Women’s Slopestyle, compared to Men’s Halfpipe in 2016. ·Athlete success drove country viewership.The top countries, the US, Japan, and Canada, had athletes who finished in the Top 5 of their disciplines. Town of Vail | 5/2/17 Domestic TV 39 Domestic TV Total Programs Total Viewers 2017 (FS2, FSN)4 original + reairs 539,000* 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 •Burton once again partnered with Fox as its domestic television partner positioning 4 live shows across the FS2, and FSN networks.Additionally, the USO programming was aired locally in the Vail valley live on TV8 and statewide on Comcast and Century Link. •The USO programming featured Vail/Town of Vail in all of the programs. TOV received 4 commercials and 2 billboards that ran in USO programming (and the re-airs) •Additionally, Vail Mountain received 4 spots and 2 billboards *Numbers collated accurate as of 3/26/17. Broadcast coverage will continue to grow with additional re-airs Town of Vail | 5/2/17 Global TV 40 •Burton continued to partner with IMG, producing 4 live shows and 2 highlight shows covering the Men’s and Women’s Slopestyle and Halfpipe finals •Burton continued to distribute the US Open around the world via IMG Media: Live and Highlight Shows: Potential Household Reach -433 Million Total Hours Consumed –2,632 hours Broadcasters –20 Territories -50+ •Key Wins: •Total Hours Consumed globally is up significantly from 2016 and will continue to rise with re-airs and new broadcasters coming on board •Securing Sky Sports (UK) to air live and highlight programming was a key win with a broadcaster who has been very cautious about airing action sports content which reflects well on the caliber of the event and coverage •ProSieben in GER, AUS, and SUI are also very selective with any live programming and we secured them as a broadcaster this year in key EU markets Town of Vail | 5/2/17 Marketing and Promotion 41 •In 2017, Burton made significant marketing efforts to reach out to a local, regional, national and international audience via owner, earned and paid channels. Town of Vail | 5/2/17 Print Advertising 42 Print Advertising 2017 Total Impressions Snowboarder 1,400,000 Transworld 1,000,000 Vail Daily 345,000 Vail Weekly 241,500 Westword 360,000 Colorado Daily 65,440 TOTAL 3,411,940 Town of Vail | 5/2/17 Digital Advertising 43 Digital Marketing 2017 Total Impressions Vail Digital Preroll 278,332 Vail Display 419,852 Vail Paid Social 330,390 Burton Paid -VIP Campaign 511,062 Burton paid -Announcement 664,213 Snap Chat Filter -Concerts 4,049 Snap Chat Filter -General 1,384 Pandora 353,132 Snowboarder 374,221 Westword Online E-Newsletter 79,262 Open Snow Online 213,404 TOTAL 3,229,301 Town of Vail | 5/2/17 Out of Home / Grassroots Advertising 44 Out of Home Adv.2017 Total Impressions Tiga Busrides 1,300,000 Digital OOH (includes Colorado Conv Center and DCPA)1,128,400 TOTAL 2,428,400 Grassroots Event Collateral Rack Cards 18,500 Posters 8,150 Concert Posters 250 Local Radio Promotions 450,000 TOTAL 476,600 Town of Vail | 5/2/17 Social Media –Impressions & Overview 45 Date Range: 1/1/17 -3/29/17 Social Media Impressions Total Reach Potential Impressions Minutes Watched Burton Facebook 4,547,902 7,040,365 - Burton Twitter 0 2,548,536 - Burton Instagram 10,485,360 13,895,027 - Burton YouTube 345,617 345,617 2,052,716 Total:15,378,879 23,829,545 2,052,716 Social Media Overview Facebook Posts 63 Tweets 148 #BurtonUSOpen & Related N/A Instagram Posts 47 YouTube Videos 31 Countries 73 Total Posts 289 Town of Vail | 5/2/17 Social Media –Engagement 46 Social Engagement Likes / Favorites Comments / Replies Shares / Retweets Clicks Video Views Facebook 24,052 482 1,024 140,651 509,763 Instagram 494,017 1,245 679,949 Twitter 10,975 76 3,735 74,512 YouTube 2,138 136 1,299 345,617 345,617 Total:531,182 1,939 6,058 560,780 1,535,329 Total Social Engagement 2017:2,635,288 USO 16 Total Social Engagement:3,235,179 Town of Vail | 5/2/17 Social Media Clips: Instagram & Facebook 47 NEW IMAGE Top Instagram Post By Impressions (and Engagement ) •Lifetime Post Total Impressions: 382,538 •Lifetime Post Total Reach: 293,151 •Likes: 27,222 •Comments: 32 Top Facebook Post by Impressions (and also reach ): •Post Total Reach: 268,048 •Post Total Impressions: 436,490 •Lifetime Organic Video Views: 41,551 •Comments: 36 •Likes: 1,696 •Shares: 147 Town of Vail | 5/2/17 Social Media: Twitter 48 NEW IMAGE NEW IMAGE NEW IMAGE Top Tweet By Impressions: •Impressions: 85,369 •Engagement: 4,226 •Retweets: 227 •Replies: 19 •Likes/Favorites: 603 •Media Views: 16,110 Top Tweet By Engagements: •Impressions: 60,396 •Engagement: 4,596 •Retweets: 255 •Replies: 2 •Likes/Favorites: 542 •Media Views: 14,592 Town of Vail | 5/2/17 Social Media –Specific to Vail •Vail Specific Impressions and Social Media Overview: 49 Date Range: 1/1/17 -3/29/17 Social Media Impressions Total Reach Potential Impressions Minutes Watched Burton Facebook 995,166 1,560,634 - Burton Twitter 0 158,758 - Burton Instagram 2,551,640 3,382,082 - Burton YouTube 345,617 345,617 2,052,716 Total:3,892,423 5,447,091 2,052,716 Social Media Overview Facebook Posts 16 Tweets 10 Instagram Posts 12 YouTube Videos 31 Countries 73 Total Posts 69 Town of Vail | 5/2/17 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: 1,161,868 •Posts included the concerts, Broomball, things to do, Riglet, event information, competition updates and results 50 Social Engagement Likes / Favorites Comments / Replies Shares / Retweets Clicks Video Views Facebook 4,999 83 215 21,871 110,940 Instagram 105,627 427 220,342 Twitter 295 2 83 2,177 YouTube 2,138 136 1,299 345,617 345,617 Total:113,059 648 1,597 369,665 676,899 Total Vail Social Engagement 2017:1,161,868 Vail USO 16 Total Social Engagement:925,357 Town of Vail | 5/2/17 PR/Communications 51 “Just wanted to thank you for the amazing job you’re doing. Everything has been so on point. So easy to find and coordinate. I’m blown away.” –Jesse Fox, King Snow Magazine “You truly are the best, seriously. I had the most amazing time in Vail. You make all the hard work I know goes into making everything happen seem totally effortless!! All I do is talk about the trip and Burton since I'm home. Thought all the different events were super cool. I really am such a Burton fan, and working with you guys and everything is such a pleasure!” –Dani Stahl, NYLON Magazine “Can’t thank you enough for all your support and hard work you put in for us through the project. It’s been unbelievable to have this kind of access to a story, Jake and Donna truly inspired both Pat & I and we’re really looking at this project as something close to our hearts.” –John Roderick & Pat Parnell from Outside TV “The content has been great and we really appreciate the access!”- Holly Gauntt, VP of News at KDVR (FOX, Denver) Town of Vail | 5/2/17 PR/Communications -Highlights •Between January 2017 and April 2017, Burton PR distributed 11 press releases to 400+media outlets globally. •In total, 120 media contacts representing 75 press outlets came out to cover the legendary event. Top outlets included Allure, NBC Sports, Associated Press, The New York Times, NYLON, Refinery29.com, ESPN, GQ France, Sport & Style, Men’s Health, Outside TV, Snowboarder, and Transworld Snowboarding. •Burton PR provided event support in Vail, including managing and staffing the US Open press room onsite, creating daily press releases, wrangling riders for podiums, awards, webcast/broadcast and media interviews, conducting daily media outreach around top riders and coordinating 70+ interviews with riders, executives and partners onsite. •Specifically, during the event week, 490+ stories ran across US endemic, national and regional outlets. Top national coverage included People.com,NBC Sports, Associated Press, Refinery29.com, ESPN.com, TheDenverPost.com, NYPost.com, USAToday.com, Playboy.com, Mademan.com, and Uproxx.com. Top snowboard endemic coverage included Transworld Snowboarding, GrindTV.com, Transworld Business, Snowboard and Snowboarder. 52 Town of Vail | 5/2/17 PR/Communications -Highlights •Burton PR worked with Colorado and local Vail press to promote the event, and secured 200+stories with FOX Denver, 9News.com, TV-8 Vail, Vail Daily, Summit Daily News, Vail.net , and TheDenverPost.com. •Burton PR coordinated 5+interviews for Vail Daily and TV8 Vail that resulted in multiple entertainment preview stories, daily event features and LIVE coverage during the US Open. Burton PR also coordinated 8+on-camera interviews for TV-8 Vail, many of which were broadcasted LIVE. •In Vail, Burton PR conducted four press conferences with 50+ press in attendance at each briefing. Burton PR also hosted press during the welcome party at Bol, Vail’s First Tracks, Chill’s event at Bo Bridges Art Gallery, and the VIP Burton Girls Ride Day and Après events. •Burton PR coordinated and staffed 65+ interviews with Jake and Donna Carpenter, Greg Dacyshyn and riders Shaun White, Mark McMorris, Anna Gasser, Kelly Clark, Danny Davis, Chloe Kim, Red Gerard, Spencer O'Brien, Elena Hight, Scotty James, Marcus Kleveland and Hailey Langland leading up to and during the US Open. Top resulting coverage includes and will include Refinery29.com, NYLON magazine’s social channels, Allure, The New York Times, Outside TV, Sport & Style, GQ France, Icon/Panorama, Vail Daily, FOX Denver, and TV8 Vail. •The above PR efforts resulted in 826 US Open stories. 53 Town of Vail | 5/2/17 PR/Communications –Impressions Overview •Impressions Overview: •1,271,680,039 Total US Open Impressions •Print: 2,808,386 Impressions •Broadcast: 37,246,117 Impressions •Online: 1,231,625,536 Impressions •Value of Media Publications Overview in US Dollars: •$17,161,262.15 Total Ad Rate •Print Ad Rate: $71,763.18 •Broadcast Ad Rate: $1,544,241 •Online Ad Rate: $15,545,257.97 54 Town of Vail | 5/2/17 PR/Communications -Clips 55 Town of Vail | 5/2/17 PR/Communications -Clips 56 Town of Vail | 5/2/17 PR/Communications -Clips 57 NEW IMAGE NEW IAGE Town of Vail | 5/2/17 PR/Communications -Clips 58 NEW IMAGE Town of Vail | 5/2/17 Event Budget 59 •Total event budget: $4,779,000 •Town Council Funds: $404,000 •Profit and loss: $0 Town of Vail | 5/2/17 Event Budget 60 2017 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 | 5/2/17 Sustainability Efforts 61 Town of Vail | 5/2/17 Sustainability –Carbon Neutral USO 62 At this Year’s Burton US Open, Burton and Vail Mountain teamed up with a goal of creating a carbon-neural event. Once we have the final energy consumption totals, we will is calculate all emissions generated from the event for Scope 1 and 2 –(fuel and electricity used for snowmaking, snow-moving, power from sponsor village, VIP, concert area, etc.), and then we are working with Vail to split the cost of purchasing carbon offsets that will offset the emissions generated during the event so that it turns out to be an overall carbon neutral event. ”All the signage seen along the halfpipe and on the big towers promoting the event is recycled. People want to work support a brand that has strong values. If you are a snowboarder or skier enjoying the outdoors, then you really ought to be supporting brands that are doing what they can for the environment.” Ali Kenney, Director of Global Sustainability, Burton Snowboards Town of Vail | 5/2/17 Sustainability Efforts 63 •Recycled all event coroplast, printed fabrics, printed mesh scrim,and the majority of our vinyl signage •Distributed repurposed reusable bags, laptop and tablet cases from 2016 event signage 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 Phone It In campaign where event attendees stopped by the Protect Our Winters booth to Phone It In and take immediate action against climate change and they could win custom Burton USO upcycled merchandise! Town of Vail | 5/2/17 Appendix 64 Town of Vail | 5/2/17 Appendix A: Burton Dash Analysis 65 Town of Vail | 5/2/17 Appendix B: Burton Intercept Survey 66 Town of Vail | 5/2/17 Appendix B: Burton Intercept Survey 67 Town of Vail | 5/2/17 Appendix C: Contract Deliverables 681)The right to Town of Vail name and/or logo I.D. on USO 4-color print ads in national publications 16)The right to the inclusion of :10 second of Town of Vail footage in one or more USO television programs, Burton to produce;2)The right to Town of Vail mention in all radio advertising and promos to be aired throughout the Vail Valley on KZYR; 17)The right to quality talent for the Solaris USO concerts;3)The right to Town of Vail name and/or logo I.D. on three-thousand four hundred (3,400) USO posters and eight thousand five hundred (8,500) event flyers;18)The right to visibility via Burton's global television distribution;4)The right to Town of Vail name on the USO media releases;19)The right to an increased paid USO marketing/social media push and presence into key domestic and international Town of Vail markets;5)The right to Town of Vail name and/or logo I.D., with link, on the landing page and sponsor page of the USO website to launch in January 2017;20)The right to a continued Town of Vail merchant outreach and support program surrounding the USO (Apres All Day Program) - Larkspur, Red Lion, Pazzos, Garfs6)21)The right to the expansion of the Riglet program to Golden Peak;The right to Town of Vail name and/or logo I.D. on twenty (20) Rider/Competitor bibs;7)22)The right to a TOV to be included in the NEW USO AppThe right to Town of Vail signage displayed in the USO competition venue and sponsor village. Burton to produce no less than ten(10) 3'x8' coroplast signs and the necessary 3'x8' vinyl banners;8)23)The right to the creation of a Wednesday night event (official welcome and kick off band) with the goal of driving people into town earlier in the week.The right to Town of Vail name and/or logo I.D. on the 8'x8' USO awards backdrop;9)24)The right to the creation of a fun, community driven event in Solaris (Broomball Tournament);The right to a minimum of fifteen (15) Town of Vail PA mentions at the USO at Golden Peak and Solaris;10)25)The right to a USO Town of Vail school outreach program which will be exclusive to Vail schools including Red Sandstone and VMS and Children's Garden of Learning.The right to two(2) thirty second (:30) spots to be aired during the live 60 minute or 120 minute USO programs to be aired on Fox Sports 2;11)26)The right to expanded grass roots/local community marketingThe right to integrated TOV onsite signage visually into the webcast and television programming globally;12)27)Focus on marketing to the early season visitor with the goal of having them return to Vail for the USOThe right to twenty-five (25) pairs of USO VIP credentials (50 total credentials);13)28)The right to target the spanish speaking market with specific USO messaging. The right to ten(10) thirty second (:30) spots to be aired on the Big Screens during the USO;14)The right to place a printed collateral piece in one thousand one hundred (1100) USO gift bags;15)The right to receive twenty-five (25) USO gift bags;2017 Burton US Open of SnowboardingTown of Vail Rights and BenefitsBurton US Open Sponsorship Rights and Benefits