HomeMy WebLinkAbout2. 2017 Burton USO Recap - FINALSurveyed 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
•Burton Produced 4 days of live webcasts distributed across Burton and Red Bull channels globally
•Total viewership via the Red Bull Media Network (Facebook live and Youtube ) exceeded 2.2 Million
views
•The Average viewing time on RBTV increased to from 19 to 22 minutes, indicating higher viewer
engagement
•Men’s Slopestyle was the most-watched event on RBTV, accounting for 40% of total views, while
Women’s Slopestyle was the second -most watched event, compared to Men’s Halfpipe in 2016.
Live+VOD
Webcast
Plays Ave.Play
Duration
Total Hours
Consumed
2017 TBD TBD TBD
2016 401,149 19.60 131,073
2015 201,030 24.85 83,253
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
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NEW
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Town of Vail | 5/2/17
PR/Communications -Clips
58
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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