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Home My WebLink About2018 Event Recap Burton EventSurveyed Event Recap: 2018 Burton US Open May 1, 2018 Burton US Open Snowboarding Championships: March 5, 2018 –March 10, 2018 Marc Murphy Office: 802.651.0493 Mobile: 860.485.6715 marcm@burton.com Whitney Heingartner Office: 802.652.3770 Mobile: 802.779.1451 2 PHOTO Introduction Burton’s commitment with our key Partners to provide a premier event and to uphold our legacy and heritage of the US Open is unwavering. Vail is our home. 3 Burton-NEW Trail Map 4 2020 Sustainability Goals 5 2020 Sustainability Goals 6 USO Sustainability Efforts 7 Sustainability: Burton has a responsibility to protect the playground that sustains our sport and lifestyle. That responsibility includes the events we hold, at our own facilities and beyond. We have a goal to produce a carbon neutral and zero waste Burton US Open by 2020. Carbon: The Burton US Open is a carbon neutral event. In partnership with Vail Resorts, we measure our carbon footprint from build out through break down and then invest in renewable energy to offset our emissions impact. The offsets purchased following the 2017 Burton US Open generated solar energy while additionally supporting urban forestry in New York City. Waste Diversion: Burton partnered with the Walking Mountains Science Center and Vail Honeywagon to drive efforts toward zero waste. Sorting through all event waste by hand, we diverted more than 62.83% diversion away from the landfill toward reuse, recycling, and composting. Burton is working with its event partners and sponsors to reduce inputs and improve the quality of materials. In 2018, all food and beverage service ware was recyclable or compostable, and all event signage was recycled. Athletes POV 8 “The Burton US Open is the best way to end the season and gets me pumped to start the next season. Between the weather and being with all my friends, I feel like I’m on Spring break.” –Chloe Kim “I didn’t really, to be honest, grow up watching the Olympics. It was always the Dew Tour, X Games and US Open that I was watching.”-Red Gerard “The US Open is the oldest snowboarding contest and if there’s one contest I don’t want to miss, it’s this one.” –Sebastien Toutant “This place definitely feels like a second home to me.” –Ayumu Hirano 2018 Goals and Objectives 9 •Provide greater focus and investment in key areas: •Sustainability •Guest experience (signage, wayfinding, registration) •Partner activations (Mini Park, Lionshead, consumer/VIP experience) •Lifestyle programming •VIP program Highlights 10 •Junior Jam Presented by Clif Bar •Youth support programming •Microsoft, Uber •Olympic welcome home moment •Expanded Footprint •Flawlessly programmed 19 musical acts across 4 nights at Solaris with new backstage VVIP area Additional Wins 11 •Partner village •Return of Sal Masekela as RBTV host •Burton pop up shop •Attendance Lessons Learned 12 •Solaris is our music venue •4 nights •Appropriate demographic •VIP element •We need to stay focused on what is working and continue on that success Attendance 13 Attendance at the 2018 USO was strong with over 21,700 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 2018 (3/5-3/10)21,700 19,800 25,000 18,850 175 63,825 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 Visitor Type 14 Visitor Profile: Demographic 15 •Respondents had a median age of 34.0. This is similar to 2017. The data indicated that’s the US Open is again attracting a notable share of millennial attendees. Visitor Profile: Travel Party 16 •Guests attending the US Open travel in groups of 2 or more which cuts down on traffic, easing environmental impact and safety concerns Visitor Profile: Activity 17 Visitor Profile: Frequency 18 •The share of respondents reporting that they will likely return increased by 9% from 2017 and is significantly up from 2016, indicating positive growth and popularity. Even amongst attendees in town for Spring break. Importance of Event to Visit Vail 19 •51 percent of spectators came to Vail for USO. This is the segment that represents new activity for Vail Business Impact –Lodging 20 •Under the Burton room block, 281 rooms/suites/condos were reserved, 516 people, 1849 nights, $969,656.87 dollars Lodging Tallies Event Week High Event Week Low March ADR Room Nights 2018 Mar 10 (Sat) 91.06% Mar 5 (Mon) 78.72% $605 1849 2017 Mar 3 (Fri)93.4%Feb 28 (Tues) 78.2% $634 1774 2016 Mar 5 (sat) 96%Feb 26 (Mon) 80% $571 1741 NPS (Net Promoter Score)/Likelihood to Recommend 21 Remarkable ROI 22 •The daily economic impact per attendee was $172 •The direct economic impact to Vail by attendees was $3,742,284.43 •ROI to Vail (based on attendees): $7.64 Community Contribution –School Outreach 23 School Outreach Programs: Partnering with the Children’s Garden of Learning and Red Sandstone Elementary, local youth were offered the experience of VIP viewing & Riglet •Red Sandstone Elementary: •160 first to fifth grade students experienced the action from the front row in VIP Viewing for Slopestyle and Halfpipe semifinals. Students were cheering, high-fiving top riders, getting autographs and taking selfies •Children’s Garden of Learning: •30 preschoolers (age 3-5) took part in Burton’s Riglet Learn-to-Ride program at Golden Peak Webcast 24 Red Bull Media House covered 5 days of Slopestyle and Halfpipe Competition, including Junior Jam. •Simulcasts on Facebook Live and Youtube exceeded 3.1 Million views •New 2018 was Facebook Live behind the scenes stream •For Red Bull TV live, the average minutes watched increased from 39 mins to 44 mins •Athlete success drove country viewership and our top viewed nations were once again USA, Japan and Canada •This year we created more curated content clipping winning runs, features and Post Shows, totaling to an additional 198,000 views and 650,000 minutes watched •The average view time for the Post Shows exceeded 12 mins, which is indicative of high viewer engagement •The Men’s Halfpipe Competition was once again the most viewed show, with concurrent viewing metrics showing a steady increase in engagement right up until the final runs Domestic TV 25 Domestic TV Total Programs Total Viewers 2018 (FS2, FSN, TV8)4 Original +reairs 887,000 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 •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) *Broadcast coverage will continue to grow with additional re-airs Global TV 26 •Burton continued to distribute the US Open around the world via IMG Media: Live and Highlight Shows: Potential Household Reach –130 Million Broadcasters –29 Territories –83+ •Key Wins: •Live/highlights broadcasters increased from 20 to 29 YOY, including notable European broadcasters such as Pro7, SFR Sport, Sky Sports, Viasat and Asian broadcasters such as Tencent, Dazn, Fox Sports, Starhub and Edgesport •The Number of Broadcast territories reached increased significantly across all regions •Potential home reach continued to increase in the Americas, Europe and Japan; resulting in an approximate increase of 45 million homes •A number of airlines took the highlights in 2017, and IMG aim for an even more substantial in-flight distribution in 2018 •Snowboarding continues to grow mainstream interest in general and the impressive roster of riders and Olympic Medalists at the US Open helped foster interest from the international market Digital Advertising 27 Digital promotion was deployed over owned and paid channels; including Burton.com, email, social, display and video. The most significant change in 2018 included bringing Paid Digital in-house, allowing the Burton team to have a more targeted approach to display marketing and amplify the reach of live content on-site, resulting in a 178% increase in paid social impressions compared to 2017. Paid Digital 3,615,204 total Paid Display:Total 1,566,442 impressions Paid Social:Total 1.7m impressions Facebook 774,235 impressions Instagram 858,871 Impressions Twitter 68,056 impressions Paid Youtube Total 450,568 impressions Destination Driver 353,310 impressions Live Tune In Messaging 97,258 impressions Paid Snapchat Total 347,600 impressions Concerts and Parties 63,000 impressions Competition and Sponsor Village 284,600 impressions Digital Advertising 28 Partner Social 18,072,991 impressions The Enthusiasts Network 2,801,480 Red Bull 14,240,000 Vail Resorts 660,601 The World Snowboard Tour 386,438 Web & App Traffic 3,337,438 impressions Burton.com (USO Pages) 2,982,874 impressions BurtonUSOpen.com 345,463 impressions Burton USOpen App 9,101 users Social Media 29 Burton Social Coverage: •15,549,777 Total reach •424,802 Likes •2,626 Comments •8,058 Shares The 2018 social strategy was developed to provide a real-time experience, playing to the strengths of each social channel via curated content during both the buildup and execution of the event. •Instagram was the vehicle for higher quality content •Instagram Stories was used for exclusively “behind-the-scenes” •Twitter was used for real-time competition results and in-venue updates •Facebook was primarily used to host video and photo libraries, as well as drive traffic to the live stream or Red Bull Facebook Live show •YouTube is where we shared all US Open video content, including full broadcast replays and individual broadcast features PR/Communications –Impressions Overview IMPRESSIONS OVERVIEW 4,658,465,991.50 Total U.S. Open Impressions Print:11,994,424.50 Impressions Broadcast:25,740,706 Impressions Online:4,620,730,861 Impressions VALUE OF MEDIA PUBLICATIONS OVERVIEW IN US DOLLARS Total Ad Rate $82,164,925.49 Print Ad Rate:$12,683.14 Broadcast Ad Rate:$3,738,803.17 Online Ad Rate:$78,413,439.18 30 Event Budget 31 •Total event budget: $4,962,445 •Town Council Funds: $490,000 2018 US Open Budget Marketing 4,962,445$ Marketing Campaign / Media Buy 66,700$ Global broadcast production / distribution 890,500$ Staffing 760,000$ Course / Venue build 433,000$ Event infrastructure 583,800$ In-town activations 432,000$ Security / Police / Medical 138,082$ Branding 251,200$ Food & Beverage 174,375$ Lodging 804,751$ Travel 48,537$ Shipping / Storage 36,500$ Prize Money 343,000$ 32 THANK YOU