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Home My WebLink About02. 2019 Mountain Games - CSE Event Recap - FINALSurveyed Event Recap: GoPro Mountain Games Cultural, Recreational & Community Category September 4, 2019 DAVE DRESSMAN Phone: 970.777.2015 ddressman@vvf.org SARAH FRANKE Phone: 970.777.2015 sfranke@vvf.org GOPRO MOUNTAIN GAMES JUNE 6-9, 2019 2019 HIGHLIGHTS 83,327 ESTIMATED SPECTATORS 2,974 TOTAL ATHLETES 4,450 ATHLETE REGISTRATIONS 148 BRAND SPONSORS $7.3M ECONOMIC IMPACT 88 NET PROMOTER SCORE 5 UNIQUE VENUES THROUGHOUT THE TOWN OF VAIL RESEARCH HIGHLIGHTS 4.7 SATISFACTION RATE (OUT OF 5) AVG. # OF DAYS ATTENDED: 2.4 82% CAM E TO VAI L SPECI FI CALLY FOR THE EVEN T 62% HAVE ATTEN DED I N THE PAST 90% LI KELY/ VERY LI KELY TO RETURN FAVORI TE EVEN TS: KAYAKI N G, DOCKDOGS, WORLD CUP CLIMBING, SLACKLINE AVG. GROUP SIZE: 3.2 AVG. # NIGHTS IN LODGING: 4.0 7,032 ROOM NIGHTS GENERATED 9,435 BEERS, 1,336 GLASSES OFWINE AND 6,500 TACOS SOLD 395 MILLION MARKETING I M PRESSI ON S TOP REFERRALS: WORD-OF-MOUTH, N EWSPAPER, POSTER, SPON SORS, SOCIAL MEDIA Questions from CSE 5 THE MOUNTAIN GAMER ATHLETE SPECTATOR MALE VS. FEMALE 56/44 68/32 AVERAGE AGE 32 43 EDUCATION 77% 4 YEAR DEGREE OR HIGHER MEAN HHI 71% EARN MORE THAN $75K 70%IN-STATE | 30% OUT-OF-STATETOP STATES OF ORIGIN:CO, TX, FL, CA, MI OUTDOOR AND SPORT ENTHUSIASTS, TRAVELERS, HEALTH & FITNESS FOCUSED 42% MARRIED WITH FAMILY 21% ATTENDED WITH A DOG 2019 EVENT ROI & ATTENDEE EXPENDITURES OVERNIGHT ATTENDEES DAY / LOCAL ATTENDEES TOTAL LODGING (VAIL ONLY)$2.46M N/A $2.46M DINING $1.94M $413K $2.35M EXPO VENDOR $317K $199K $516K RETAIL $507K $154K $661K ACTIVITIES $404K $53K $457K TOTAL $5.62M $819K $6.44M $7.3M TOTAL TOWN OF VAIL ECONOMIC IMPACT $6.44M ATTENDEE EXPENDITURES IN VAIL $900K EVENT EXPENDITURES IN VAIL TOP EDITORIAL COVERAGE Forbes Outside Magazine Outside Magazine The Inertia Rock and Ice MARKETING & PR 395+ MILLION IMPRESSIONS $894+ MILLION MEDIA VALUE 370 PLACEMENTS 149 ON-SITE MEDIA 1.7 MILLION VIDEO VIEWS TOP-TIER MEDIA IN ATTENDANCE 3.1M IMPRESSIONS$323K MEDIA VALUE28NATIONWIDE AD PLACEMENTS PRINT 3.1M IMPRESSIONS $29K MEDIA VALUE DIGITAL 467K SESSIONS 114K USERS96.7K MAP VIEWSTOP CONTENT: SCHEDULE, MUSIC, I’M A SPECTATOR WEBSITE 36.9K FOLLOWERS1.3M IMPRESSIONS13.8K ENGAGEMENTS FACEBOOK 6.4K FOLLOWERS272KIMPRESSIONS3.8K ENGAGEMENTS TWITTER 25.2K FOLLOWERS 896K IMPRESSIONS28.4K ENGAGEMENTS INSTAGRAM 14.7K SUBSCRIBERS23.52% OPEN RATE5.02%CLICK THROUGH RATE EMAIL 1.7M VIDEO VIEWS12K+ ENGAGEMENTS30+UNIQUE VIDEOS VIDEO TWO 30 MINUTE SHOWSAIRING ON SEPT. 2, 2019VIEW THEIR 2019 RECAP TOP SOCIAL POSTS OF 2019:2019 HIGHLIGHTS, TRAI LER VI DEO8-BALL CARNAGE APRIL FOOLS MARKETING & PR (CONT.) Big waver surfer and GoPro SUP athlete Kai Lenny 461K+ Followers 2019 INFLUENCERS GoPro Mutt-lete and Mountain Games regular Loki the Wolfdog 2M+ Followers Canadian professional hockey forward for the NHL Brooks Laich458K+ Followers Light your soul on fire with this mountain-lovin’ yogi Arielle Shipe106K+ Followers GoPro athlete and waterman for life Chuck Patterson 34.9K+ Followers Pro kayaker and a true Mountain Games family-man Nick Troutman 704K+ Followers Pro highline and slacker and long-time Mountain Gamer Heather Larsen 33.9K+ Followers A slacklining OG and known for his EPIC save at Arapahoe Basin Mickey Wilson8.8K+ Followers Mom, Wife, World Champion Kayaker, and so much more… Emily Jackson9K+ Instagram Followers An unstoppable running force at every Mountain Games event Joseph Gray5.3K+ Followers 2019 PARTNERS “The GoPro Mountain Games is a fantastic way for us to reach outdoor enthusiasts of all ages and interests.We made numerous partnerships with top-tier brands to share the exciting world of eBikesthrough cross-promotion. We can hardly wait for next year!” -Steven Sheffield, Bosch eBikeSystems “Once again we had an amazing weekend in Vail and a successful activation including the deployment of our YETI hydration stations. Great consumer engagement, great athlete participation and a great overall games!”-Joe Koehly, YETI “What you all put together in Vail was AMAZING start to finish!!! We truly enjoyed our time and were impressed with how organized the event was, along with the turnout of enthusiastic participants and fans. We look forward to many more years of working together.”-Holly Lyman, Wild Tonic “Nature Valley inspires people to get outside and experience nature’s energy, which we love see coming to life in big and small ways during the games. We love to see all types of people coming together and experiencing the outdoors in this beautiful setting.”-Holly Beniek, Nature Valley “We love participating in the GoPro Mountain Games because the event encourages everyone to get outdoors, from families and dogs to professional athletes and everyday heroes. L.L.Bean is proud to provide activewear for athletes, volunteers, and staff. It’s an outstanding opportunity for our brand and always a great event.”-Sunny Millett, L.L.Bean “GoPro Mountain Games is an incredibly important property to us, one that every department internally activates against. It truly exemplifies our brand heritage and DNA while speaking to the quintessential GoPro audience. We look forward to the event every year and for many years to come.“-Gregg DiLeo, GoPro SUSTAINABILITY EFFORTS 13,552 LBS TOTAL WASTE DIVERTED 74% DIVERSION RATE 30 GREEN TEAM VOLUNTEERS 6 WATER REFILL STATIONS STRENGTHS & WEAKNESSES STRENGTHS Mountain Games is chalk full of stories from athletes, brands, and spectators. We’re never short on content. WE HAVE A COMPELLING STORY TO TELL In 2019, we’re switching gears from expansion to enhancement of the event, across all operations. WE’RE TIGHTENING UP 85% of attendees are likely to return and our overall satisfaction rating is 4.7 out of 5. PEOPLE LIKE US If you’re an outdoor brand or person or family, especially in CO, this is the best place to be an outdoor brand or person or family WE FILL THE NICHE WEAKNESSES We’re well‐known in Colorado, especially the mountain areas, and our main out‐of‐state target markets but need to continue to work with our partners to break through to new and different audiences and media. GETTING OUTSIDE OF MAIN TARGET MARKETS A lack of bandwidth and resources keeps us from being able to continue the Mountain Games story during off seasons. MOUNTAIN GAMES ALL YEAR LONG We have a lot stories and content to share and our audience can find it hard to find the specific information that they need/want. TOO MUCH TO COMMUNICATE OPPORTUNITIES FOR GROWTH While the Vail Valley Foundation is and always will be the primary nonprofit beneficiary of the Mountain Games, we are speaking to other regional organizations about a Mental Health Focused GMG event/activity/benefit concert in 2020 Additional kids demo and competition opportunities. For 2020, we are exploring a more robust youth climbing competition which we hope to implement in 2020 or 2021 as well as additional youth waves to applicable events Create unique global partnership to showcase Mountain Games content With the departure of Dogs to Lionshead two years ago, Golden Peak is a venue that we see as an opportunity. We are exploring numerous ideas as to how we can make GP a more dynamic venue. Continued expansion of live music throughout the day on numerous small stages, leading into the nightly headliner concerts at GRFA KIDS & FAMILIES CAUSE RELATED EFFORTS GOLDEN PEAK EXPAND GLOBAL REACH MUSIC VAIL COMPATABILITY The Mountain Games x Vail is a marriage of like-minded Brands. “Athletes, Art, Music, Mountains” has long been our tagline. The Mountain Games positions Vail as the premiere mountain resort community in the World by showcasing everything that is great about summer in Vail, encouraging participation by all ages and levels of athlete, and creating an inclusive festival setting which spans from Lionshead to the GRFA. GMG brings a highly attractive demographic to Vail as well as respected, national and global brands, athletes, media, and musicians. The Mountain Games allows 80,000+ can choose their own adventure and explore all that Vail has to offer; amazing lodging, trail system(s), whitewater activities, live music, art, merchants/vendors, bars/restaurants, spectating, demos, cycling, fine food and beverages, and just being outdoors in a beautiful natural setting. ++ COMMUNITY CONTRIBUTION One of the foundational elements of Mountain Games has always been a 'pros vs. joes' mentality. This allows athletes and outdoor enthusiasts of all levels and ages to compete and feel comfortable. It also offers amateur athletes and weekend warriors the opportunity to compete in events alongside Olympians, professionals & celebrities. Because the Mountain Games spans 11 sport disciplines it creates a unique and encouraging culture amongst athletes and spectators to try new things and rub elbows with other athletes they would not normally compete alongside. The participatory nature and spectator friendliness of the Games attracts both locals and non-locals alike, enhancing the quality of life in the Vail Valley. The myriad of festival style components including the robust vendor village, music, art, film and sponsor activations creates vibrancy across the entirety of Vail Village and the Event creates significant economic impact to start the Summer Season. In addition to the tens of thousands who attend and compete in the Event, the Mountain Games brings together a wide range of community members from volunteers, to competition specialists to operations and venue workers to marketing partners and sponsors/vendors who all actually ‘work’ at the Games…creating a major sense of Community and pride in an Event that is revered. 2019 EVENT BUDGET BUDGET OVERVI EW $263,193 BUDGETED NET PROFIT $2,479,497 BUDGETED REVENUE $2,216,304 BUDGETED EXPENSES Total Event Budget $2,479,497 CSE Funds $75,000 Cash Sponsorship (not CSE)$2,222,450 In‐kind Sponsorship $45,184 Marketing Budget $158,487 Profit & Loss $263,193 Use of CSE Funds:Marketing, Operations, Venues APPENDIX 2019 MARKETING PLAN 2019 DETAILED BUDGET 2019 FINAL SURVEY RESULTS 2019MARKETINGPLAN VISION To be the ultimate mountain sports, music, and lifestyle festival in the world STRENGTHS Mountain Games is chalk full of stories from athletes, brands, and spectators. We’re never short on content. WE HAVE A COMPELLING STORY TO TELL In 2019, we’re switching gears from expansion to enhancement of the event, across all operations. WE’RE TIGHTENING UP 85% of attendees are likely to return and our overall satisfaction rating is 4.7 out of 5. PEOPLE LIKE US If you’re an outdoor brand or person or family, especially in CO, this is the best place to be an outdoor brand or person or family WE FILL THE NICHE WEAKNESSES A lack of bandwidth and resources keeps us from being able to continue the Mountain Games story on off seasons. MOUNTAIN GAMES ALL YEAR LONG We have a lot stories and content to share and our audience can find it hard to find the specific information that they need/want. TOO MUCH TO COMMUNICATE We’re well‐known in Colorado, especially the mountain areas, and our main out‐of‐state target markets but need to continue to work with our partners to break through to new and different audiences and media. GETTING OUTSIDE OF MAIN TARGET MARKETS OPPORTUNITIES Increase Thursday and Sunday hype to promote extended weekend participation, focusing on destination guests, athletes and families. CREATING 3-4 DAY EXPERIENCES Hone in on how we target various “Mountain Games Personas” including messaging, timing, and channels used. TARGETED COMMUNICATION Explore experiential and new age marketing tactics to get a better ROI and reach new audiences across all our platforms. NEW METHODS TO THE MADNESS Leverage key partners [early] to aid in the promotion leading up to the Mountain Games and align efforts during and after the event. PARTNERING WITH OUR PARTNERS THREATS We host a variety of sports and activities and that can limit marketing budget to only a few key outlets, sometimes favoring some audiences over others. BALANCE OF EXPOSURE The perception of limited lodging and parking, and overall overcrowding could deter new and returning attendees. MAINTAINING OUR REPUTATION How do we keep things fresh across all sports and across all Mountain Games activities, including the marketing and PR content that comes out of them? LOSING SOME WOW FACTOR How can we all promote the Mountain Games brand first and individual brands second? BRAND OVERLOAD MAIN OBJECTIVES TELL AN AUTHENTICBRAND STORY Refocus and align our messaging to speak to the “spirit” of the Mountain Games: Pros vs. Joes, family-friendly, & accessible to all. REFRESH OURMARKETING STRATEGIES Refine our creative, go beyond traditional media buys, and implement innovative tactics to enhance our brand story. CAPTURE NATIONALATTENTION Target communication to expand marketing andPR tactics to reach out-of-state audiences, especially in key markets. ACHIEVE FINANCIALGOALS Meet and/or exceed 2018 spectator numbers, athlete registrations (unique and total), and Town of Vail economic impact. PSYCHOGRAPHICS •The Returning Gamer •New Pro and Joe Athletes •Adventure Families •Young Entrepreneurs GEOGRAPHICS (see map) •Out-of-state (Feb -May) •In-state (April –May) DEMOGRAPHICS •> $100K/year •4 year degree or higher •30-55 year olds •Married and/or with children 2019 TARGET AUDIENCES