HomeMy WebLinkAbout2.c. 2018 Burton Event Recap_PresentationSurveyed 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
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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.
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Burton-NEW Trail Map
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2020 Sustainability Goals
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2020 Sustainability Goals
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USO Sustainability Efforts
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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
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“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
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•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
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•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
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•Partner village
•Return of Sal Masekela as RBTV host
•Burton pop up shop
•Attendance
Lessons Learned
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•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
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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
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Visitor Profile: Demographic
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•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
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•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
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Visitor Profile: Frequency
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•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
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•51 percent of spectators came to Vail for USO. This is the segment that
represents new activity for Vail
Business Impact –Lodging
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•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
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Remarkable ROI
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•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
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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
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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
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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
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•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
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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
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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
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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
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Event Budget
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•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$
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THANK YOU