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Home My WebLink About2020 winter event recap_PresentationSurveyed Event Recap: 2020 Burton US Open June 2, 2020 Burton US Open Snowboarding Championships: February 24th, 2020–March 1st, 2020 Whitney Heingartner whitneyh@burton.com Ian Warda ianw@burton.com Cam Craighead camc@burton.com 2 PHOTO Introduction The 38th annual Burton U.S. Open Snowboarding Championships made history yet again with a week of world- class action and entertainment in Vail, Colorado. As the longest running competition in snowboarding and grand finale of the contest season, the Burton U.S. Open brings together the world’s best riders and the community in a laid- back atmosphere that’s completely unique. 3 Burton-Trail Map 4 2020 Sustainability Goals 5 2020 Sustainability Goals 6 USO Sustainability Efforts 7 •In 2020, the Burton U·S·Open achieved Actively Green certification, recognizing environmentally responsible practices throughout event planning and implementation. •The Burton U·S·Open has been a carbon neutral event since 2017 •While we did not hit our goal of 90% diversion in 2020, we are proud to have progressed to 83% which includes an additional two tons of waste kept out of the landfill compared with the year prior. •This year, we partnered with Hydro Flask and Open Water to offer reusable and recyclable water containers in select event venues. All food and beverage containers were certified compostable and provided by Eco- Products. Athletes POV 8 “This year was definitely one of the best years, everyone’s whole vibe was having fun and remembering Jake,” Gerard said. “I think his number one thing was to have the best time, and I think that’s why he created the Open.” –Red Gerard, SummitDaily.com 2/28 “When you ride for Burton, it’s more like becoming part of a family than riding for a company,” says Olympic Gold Medalist and eight-time U·S·Open champion Kelly Clark, who rode for Burton for more than 20 years and, having announced her retirement in 2019, served as commentator for last week’s event. “That’s really what Jake and Donna [Carpenter, Jake’s wife] have built and embedded into their brand and the culture.” –Kelly Clark, 5280.com 3/3 “Without Jake Burton, there wouldn’t be the U·S·Open, this amazing event that brings so many people together. He was just a really, really good human being, really generous, always having fun, charismatic, just an awesome dude you’d want to be around.” Ben Ferguson, 5280.com 3/3 2020 Goals and Objectives 9 Primary •Honor Jake Burton Carpenter •Drive the progression of snowboarding through progressive Halfpipe & Slopestyle course designs •Produce authentic broadcast products that meet evolving customer needs across multiple platforms, languages & key markets •Aim for a Zero Waste & Carbon Neutral event Secondary •Evolve relationships with key partners to improve operational efficiency & amplify event reach •Continue to elevate the on & off snow experiences for event patrons Highlights 10 •Ride for Jake & in-town fireworks celebration •First 4K Broadcast for DIRECTV & Web Page Views Up 64% •On-site operations were the smoothest in 8 years at Vail •General Attendee Increase YOY •83% waste free & 100% carbon neutral •Dusty Hendrickson (First quad cork in a slopestyle run) Lessons Learned 11 •Need to develop a stronger partnership with Vail Resorts to continue to host a successful and mutually beneficial event •Need to explore alternative lodging solutions or budget contingencies for Vail to remain viable as a host location •Operations synergies with the town continue to be critical in defining a successful event Attendance 12 Attendance at the 2020 USO was strong with over 23,822 unique attendees across the 4 main days of the event. Spectators vs. Impressions Unique Spectators Golden Peak Solaris Riglet Total 2020 (2/24-3/1)23,822 21,500 19,500 300 66,000 2019 (2/25-3/2)21,400 45,451 13,500 199 59,150 2018 (3/5-3/10)21,700 44,800 18,850 175 63,825 2017 (2/27-3/5)22,200 40,650 21,200 293 62,143 Attendance 13 Attendance 14 Intention to Return 15 Demographics 16 NPS (Net Promoter Score)/Likelihood to Recommend 17 Strong increase of 25% from 2019 to 2020 Business Impact –Lodging 18 Burton room block within Vail:2,125 nights/$1,121,183.50 Lodging Tallies Event Week High Event Week Low Feb/March ADR Room Nights 2020 Mar 1 (Sat) 93.99%Feb 24 (Mon) 75.46% $585.36 2,125 2019 Mar 2 (Sat) 94.5%Feb 25 (Mon) 72.6% Feb -$637 March -$580 1995 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 Spending 19 Spending 20 ROI 21 Entertainment Every year, the Burton U·S·Open brings Vail’s village and base area to life with an ever evolving and increasing line-up of live music. 2020 saw four nights of free concerts as part of the Burton Concert Series, including standout performances by Big Wild, Thundercat, Big Freedia, and Arrested Development. 22 School Outreach 23 School Outreach Programs: local youth were given the epic moments and memories •Red Sandstone Elementary: •127 first to fifth grade students (age 7-10) experienced the action from the front row in VIP Viewing for Slopestyle and Halfpipe semifinals •61 preschoolers (age 3-5) took part in Burton’s Riglet Program at Golden Peak •Children’s Garden of Learning: •91 (up from 24) preschoolers (age 3-5) took part in Burton’s Riglet program at Golden Peak •Vail Mountain School •30 seventh & eighth grade (age 11-14) students experienced the action from the front row in VIP Viewing for Slopestyle and Halfpipe semifinals Broadcast Highlights Burton collaborated with long term partners Red Bull Media House and IMG Media to produce a variety of digital and linear broadcast products that delivered across multiple channels, languages and markets. Highlights: •Shifted away from traditional live linear broadcast and focused on platforms that allow for more creative storylines that better serve modern consumer preferences •Creation of a single-stream live broadcast, which provided a fresh look to the show and allowed for the production of our first ever 4K ultra-high-definition television product on DirectTV in North America and Fox Sports in Australia •Inclusion of more competition and feature content in both Red Bull Signature Series (Fox Sport 1) and linear highlight shows (global product) •Worked with CCTV (China Central Television, dominant state-owned TV network) and Tencent (largest sports streaming network) to feature all four programs live-to-delay Digital Broadcast Overview 25 Digital Broadcast views 3.1 million 17% increase YOY Avg. Play Time RBTV 16:45 minutes 24% increase YOY Avg. Play Time VOD 16:24 minutes 8% increase YOY Social Media Views (RB) 8.8 million N/A Highlights: •The Last Resort with Stan was created to drive traffic from low-engagement social channels to the Red Bull stream and catered more to the core snowboarding demographic •Channel-specific marketing helped drive viewership, with RBTV the number one platform for live consumption and YouTube being the preferred medium for video-on- demand services •Short-form video content played a big part in the event’s exposure, helping to drive traffic to on-demand services, and quickly recapping on the action Linear Broadcast Overview 26 Broadcast Impressions 651.13 Million Broadcast Programs 327 Programs Exposure 319 + Hours Audience 5.42 Million Highlights: •Moved to an official data monitoring service (Nielsen) to report on linear broadcast metrics, rather than relying on best possible estimates from broadcast partners •Significant global distribution via the Edge Sports network in Austria, Germany, Switzerland, New Zealand, and the USA •Strong Pan-Asia coverage on the Fox-Sports Network, with additional coverage in Australia and Malaysia •Individual broadcast deals resulted in additional distribution in specific markets such as Israel, Singapore, Sweden, Norway, and China Social Success 27 Total Posts 487 Total Impressions 16,410,513 Sum of Reach 12,897,136 Total Engagement 579,000+ Social media at the Burton U·S·Open is paramount for event coverage, audience information, partner promotion, highlights, and athlete profiles. Content to promote the event on social media targeted two distinct audiences: •Unaware, people who had likely never heard of the U·S·Open, which was handled entirely through paid social and display marketing. •Aware, were people who follow Burton/Burton Snowboards on social media and are likely already aware of the event. The “aware” audience was primarily reached via organic social media with a focus on increasing engagement and driving audiences to watch the live broadcast on Red Bull TV and stay on top of the results. Top Instagram Clips –@burtonsnowboards 28 NEW IMAGE NEW IMAGE NEW IMAGE Top Instagram Clips –@burton 29 NEW IMAGE NEW IMAGE NEW IMAGE Top Facebook Clip 30 NEW IMAGE PR Highlights •108 media contacts representing 48 press outlets in attendance •Top outlets included Associated Press, InsideHook, Esquire, Whalebone, Outside Magazine, Rolling Stone, SNOWBOARDER, and Switch •300+ U·S·Open stories •2,367,796,255.00 Total Burton U·S·Open Impressions PR faced a few challenges during the 2020 Burton U·S·Open yet still managed to garner nearly 2.5 billion impressions, equivalent to a nearly $40-million ad spend, during a non- Olympic year.The print ad rate was up from 2019, with a print feature story landing in The New York Times. It is only fair to note that Chloe Kim, a global media attraction, did not compete during the 2019-2020 snowboarding season, Coronavirus was beginning to consume media attention, and the passing of Jake Burton Carpenter left us without our founding spokesperson (his BBC interview is the reason our broadcast #’s were very high in 2019). 31 Press Coverage 32 Coverage 33 NEW IMAGE NEW IAGE THANK YOU 34