HomeMy WebLinkAbout29. Outlier Offroad Festival 2021_10-01-2020Events RFP 18/19/20/21: Outlier Offroad Festival 2021
EVENT & APPLICANT OVERVIEW
0. Email contact
mikemac@uncommoncommunications.net
1. What is the name of your event/program?
Outlier Offroad Festival 2021
2. Please select the event category for your RFP.
Community, Recreation & Cultural (CRC)
3. Is this a new event or program?
No
3a. How much was your event or program funded in 2020?
$16,000
4. Are you a first time submitter for the Town of Vail Commission on Special Events funding program?
No
5. Amount of 2021 funding requested
$25,000
5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021?
No
6. Proposed Event/Program Start Date
09/24/2021
7. Proposed Event/Program End Date
09/26/2021
7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD:
8. Are your event/program dates set or could they changed?
Event dates cannot be changed
9. Name of person completing the application
Mike McCormack
9a. Title of person completing the application
Event Director
10. Provide name of person or entity to whom the funding check will be cut.
The Greenspeed Project
11. Mailing Address Street
88 Seabry St POB 5410
12. City
Eagle
13. State
Colorado
14. Zip Code
81631
15. Telephone number
9704855847
16. Email address
mikemac@uncommoncommuncations.net
17. Event/program and/or organization website
www.outlier.bike
18. Number of years organization has been in business
20
19. Organization's Mission Statement
The Greenspeed Project (dba Uncommon Communications) specializes in public and media relations and marketing strategy
within the outdoor product and destination segments. GSP's event division specializes in producing high touch immersive event
experiences within the mountain market. Our clientele tends to be active, affluent and enthusiastic.
20. Organization's Tax Status
For Profit
21. If applicable, please attach current State Department of Revenue Certificate with this application.
22. Does the event or program benefit a charity or organization?
No
EVENT DESCRIPTION
1. Is this a new or existing event/program in Vail?
Existing
1a. How many years has the event or program been produced in Vail?
5
1b. Please describe the location(s) of the event or program in previous years.
Mountain Plaza - Vail Village
2. Please provide a detailed description of the event/program and its activities.
Outlier is CO's largest bike and outdoor demo. It utilizes every inch of the terrain on Vail Mountain for an unforgettable closing
weekend of bikes, beer, bands, competition and fun!
3. Please list the specific venues that you plan to utilize, including dates and times, and whether or not you have
contacted them to confirm availability. The Event Producer is responsible for booking and securing any necessary
venues.
Mountain Plaza, Express Lift Building - the resort supports our operational needs with access to above mentioned venues.
4. Do you plan to use Vail Recreation District Facilities?
No
5. If any of the event/program takes place outside of the Town of Vail, please explain where the event will take
place and why.
No
ENVIRONMENTAL PRACTICES
1. Which of these environmental practices will you commit to executing at your event/program?
Use of Zero Hero Tents & staffing, Use of Voltz Wagon for Power, Use of recyclable materials - banners, paper, etc., Ban use of
plastic bags, Remind guests to bring re-usable bags and water bottles, Encourage use of bicycles, buses, shuttles, carpools,
walking or public transit to event, Enforce no idling policy for staff and guests, Recycling required in all areas of event,
Wastewater will be properly disposed of, Compost food waste, Provide water bottle filling stations, Provide secure bike parking
area, Partner with a upcycler or hard to recycle vendor for re-use of event materials (Terra-Cycle, Green Guru, Gillibags, etc)
2. Please describe your commitment to environmental sustainability and detail measures that will be taken during
your event to ensure minimal environmental impact and sustainable best practices.
The event is 100% human powered! It's a celebration of pedaling. Our consumers are already sustainability-minded. We've seen
the amount of refuse produced shrink to almost ZERO after 5 years! What refuse is produced is directed into the proper streams
accordingly (trash, compost, recycling). It's our goal to place more kids and adults on bikes and to emphasize the joy, freedom
and health the cycling brings.
EVENT/PROGRAM PARTICIPANTS
1. Number of participants (athletes, artists, exhibitors, etc.) anticipated
1,750
2. Number of volunteers needed
0
3. Number of event/program staff
16
4. Estimate of total number of spectators/attendees anticipated
250
SCORECARD CRITERIA QUESTIONS
1. Estimate the number of destination guests from within Colorado, with a focus on the Front Range that your
event/program will bring to Vail
1,400
2. Estimate the number of destination guests from outside Colorado your event/program will bring to Vail
400
3. Estimate the number of international guests your event/program will bring to Vail
100
4. How will your event/program increase sales tax in Vail?
We have a historic impact in local restaurants and within the lodging community. After a disastrous 2020, brands are already
clamoring for 2021 schedules. We optimistically anticipate a banner year.
5. CRC - Brand Fit: How will your event support the mission and vision of the Vail Town Council?
The event is well organized and draws consumers from across the state and region. It goes out of its way to stay out of the way,
while also showcasing fall color on the mountain and literally every inch of its trail network.
6. CRC - Brand Fit: How will your event or program support the Vail brand identity?
In 2021 we're introducing a few new elements that make the event more inclusive to the local community and its riders. It's high
end, affluent consumer base complements the Vail brand in many ways. Our people love to be outside and spend money on food,
lodging and products willingly.
7. CRC - Event Timing: How is it the right event/program at the right time?
We're slated for the last weekend in September, making the event a great addition to a shoulder season weekend.
8. CRC - Community Enrichment: How will your event/program attract target markets of both visitors and
community members?
Visually, it's stunning to see so many internationally recognized brands in Mountain Plaza. With this year's de-emphasis on racing
and more emphasis on RIDING we hope to push the family fun meter even higher.
9. CRC - Growth Potential: How will the event/program deliver fresh content? (Fresh content means new
programming, entertainers, adding additional days and activities.)
Addition of Talons Challenge-like vertical challenge
Thoughtful integration of e-bike component
Tactical scheduling - sharing weekend with Van Show
10. CRC - Growth Potential: How will the event/program promote an atmosphere of vitality, fun and celebration?
The event is VIBRANT already - we'll be utilizing additional signage to animate the village and draw people in and will co-opt
several of the elements from The Van Show (bike-in movies, live music, complementary product offerings, etc)
11. CRC - Marketing Strength: What is the marketing reach for the event/program? You will be asked more
marketing questions in a future section. (Reach refers to the total number of different people or households
exposed, at least once, to a medium during a given period.)
1.4-1.8 million
12. CRC - Marketing Strength: What is the potential for the event/program to leverage media exposure and attract
sponsorship support?
The Van Show in combination with Outlier has reinvigorated our press program. We anticipate 18-24 journalists on site for the 2-
event combo.
13. CRC - Producer Qualifications: Explain the event/program producer’s quality, knowledge and resources to
sustain and grow the event.
We've been bike industry people for over 30 years. We're respected in the space and have a proven track record of delivering fun,
leading edge events that showcase products, people and places. As a marketing and PR agency, our ability to craft strategic
plans is executed and appreciated by partner brands and exhibiting brands alike.
13. CRC - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to
changing public health orders.
2020 was tough. We feel that we were on track to soft launch this September, even considering that all of our bike brands had
sold their demo fleets and that we were facing a global pandemic. We became fluent in the requirements of our county and felt
confident that we could operate successfully within those parameters. The final straw were the wildfires on the west coast. Those
were unanticipated and took a huge chunk out of our attendee list.
So we have two plans;
A. For there to be no wildfires. Fingers crossed.
B. For us to use the 13 months gifted to us to stock our attendee list so full that we can withstand any similar type of cancellation
13. EE - Producer Qualifications: Explain the adaptability of the event and the event producer to adjust to changing
public health orders.
We're in frequent contact with Eagle County's Health Department and have a solid relationship with staff there. We're also
tracking the spread of COVID and can operationally limit our audience if necessary. This will trigger a larger emphasis on our
digital audience, which while imperfect, is still the lion's share of our reach. Lastly, we're paying attention to the operational
success of our peer group in town (the farmer's market is a great example). We have a LOT of runway that will allow us to make
flexible changes, even in the 11th hour.
EVENT ECONOMIC IMPACT
1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program.
1,000
2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending
generated by your event or program.
$500,000
Example: Increased spend by attendees in restaurants, shops, lodging or activities.
3. Potential benefits to the Town of Vail - What estimated return on investment (ROI) in dollars should the Town of
Vail expect?
$475,000
ROI in this case refers to for each dollar the event/program is funded, how many dollars will be received by the Town of Vail from event impact.)
Example: Estimated ROI - Formula: # of attendees x total average spending = $ (2000 attendees) x ($240 daily spend ) = $480,000
4. Explanation of how you will direct prospective attendees to book lodging within the Town of Vail and a
description of how you will track the number of lodging nights generated. REMINDER: Per the CSE funding
agreement, the event producer is REQUIRED to direct attendees to book in Town of Vail hotels and lodges.
We'll showcase Vail's entire selection of lodging properties, but will focus on three main lodging partners. Through incentivized
offers in those properties, we should be able to track room nights with some degree of accuracy. Lodging partners will be
featured prominently on the event's site and promoted consistently to the show's list as well a the list from Outlier.
BUDGET
Using the provided budget template, provide a detailed estimated event/program budget, including anticipated revenues and expenses.
1. Describe how you will use the funds requested from the CSE.
Marketing and signage. Please see attached budget. To produce an event like this to the Vail standard requires an inordinate
amount of signage. Much of this expense is split over several years, but it must be paid up front. Some is dated and therefore
consumable and only valid for one year.
2. Please upload the provided complete event/program budget template here.
OutlierOffroad_2020 Budget.xls
3. What percentage % of the total event/program budget is the CSE being asked to fund?
20
4. If the event/program is not funded at full request, how will the event change with a lower funding allocation?
less signage, advertising and entertainment
5. Should the CSE decide not to support this event/program at all, will it still occur?
Yes
6.What dollar amount of the total event/program revenue do you expect the event itself to generate? (ticket sales,
merchandise, food and alcohol sales, etc.)
25,000
7. Do you intend to host the event or program in Vail beyond 2021?
Yes
7a. How many years beyond 2021?
4+
7b. Do you anticipate requesting funding from the CSE for 2022?
Yes
MARKETING
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
Outlier 2020 - MKTG Plan.xlsx
1. Objectives: What are you trying to accomplish through your marketing efforts?
Draw an active outdoor audience. Expose them to Vail. Showcase lodging, dining, skiing, cycling, hiking and the mountain. Make
Vail a viable choice for a young-ish demographic!
2. Strategy: How will you meet your objectives?
Spend strategically with targeting audiences and markets. Project organization and FUN. Offer something currently absent in the
maket.
3. Audience: Who is your audience? (You may choose more than one.)
First time visitors, Returning guests, Primary and Second Homeowners, Local residents
4. Activation: Detail in town/in village activation opportunities to promote your event or program. (Definition of
Activation: Create an expanded presence throughout the community and stimulate the participation of the
merchants, restaurants, bars and lodges.)
Bike in movies on top of the structure (2 nights)
Live music on the show stage
Media "Maker's Dinner" on the international bridge with press, several Airstreams, bike brands, select attendees and local chefs/
Music in camping area - friday and sat night
Select displays (high end) in Vail and Lionshead villages
Directional branding signage in both villages.
5. Channels: Which of these channels will you utilize to promote your event or program? (You may select more than
one.)
Print - Regional, Print - National, Editorial, E-newsletters, Web, Media Plan/Public Relations, Grassroots, Facebook, Instagram,
Twitter, Posters, Signage – Banners, etc, Co-promotions, Partnerships, Local Vail Businesses, Concierge Visits
6. Please list contact information for your Media Relations or Public Relations staff or firm.
6a. Name
Uncommon Communications
6b. Telephone Number
970-485-5847
6c. Email Address
mikemac@uncommoncommunications.net
SPONSORSHIPS & PARTNERSHIPS
1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the
event/program budget?
$5,000
1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners?
$5,000
2. Please list your confirmed sponsors or partners.
SRAM, Castelli, VS Ortho, Scott Bicycles, POC Sports, SMITH
3. Please explain the potential for additional sponsorships or partners.
We have plenty of inventory to sell and lots of pent up demand from the bike industry. We also have the ability to craft joint
oportunities utilizing The Van Show and Breck Epic inventory.
4. Please upload your sponsorships/partnerships presentation, pitch deck or letter. (Document sent to prospective
partners or sponsors which provides benefits for participating in your event/program.)
Outlier2020Preso2.pdf
REQUEST FOR FACILITY RENTAL FEE RELIEF FROM THE TOWN OF VAIL
This form does not guarantee approval of requested listed facilities. This is your ONLY opportunity to apply for 2018 rental relief for facilities, no other
requests will be accepted.
Please note that certain town services are not available as in-kind, such as permit fees, barricade rental, banner fees, extra duty police officers, Zero
Hero,etc.
1. Do you need facility rental relief?
No
ADDITIONAL INFORMATION
Are there any questions you have for the CSE or other things you'd like to share with the board that are not
included in the application?
REQUIRED ATTACHMENTS
2020 Event Recap
CRC 2019 Event Recap - OUTLIER.pdf
Organization rosters naming all officers, board of directors and respective positions as relevant
Outlier OPS TEAM 2020.xlsx
OPTIONAL ATTACHMENTS
List any URLs where additional information can be found, including photos, videos or other content relevant to your
application.
www.outlier.bike
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
FB COVER 2020-01.png
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
RFP QUESTIONS AND KEY MEETING DATES
We encourage questions about the RFP to be sent via email to Jeremy Gross - jgross@vailgov.com. Phone calls for further discussion can be
scheduled over email as well.
Monday, August 26: Questions about the RFP are due via email to jgross@vailgov.com
Friday, August 30: Submitted questions and answers will be emailed to applicants.
Wednesday, October 2: Regular CSE Meeting, Recaps will be presented
Thursday, October 10: Qualifying applications will be reviewed and producers interviewed by the CSE at a special meeting.
Wednesday, October 16: Final funding allocations will be determined by the CSE at a special meeting.
Tuesday, November 5: The Town Council will review the CSE funding allocations.
Wednesday, November 6: Regular CSE Meeting
Thursday, November 7: Applicants will be notified of their preliminary funding allocations.
Monday, December 16: Applicants will be notified of their final funding status after the last date for the Vail Town Council to call up any funding
decisions.
--->The "Save Draft" button below allows you to save your application and
come back to work on it again.
--->The "Save" button is for when your application is complete and ready to
submit.
---> Your application has not been formally submitted until you navigate to
the Menu page and click "Submit Request". You will receive a confirmation
email once your application has been submitted.<---
Linked Contact
Michael McCormack
Number
Events RFP 18/19/20/21: File Attachments
2. Please upload the provided complete event/program budget template here.
OutlierOffroad_2020 Budget.xls
Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and
execution dates.
Outlier 2020 - MKTG Plan.xlsx
4. Please upload your sponsorships/partnerships presentation, pitch deck or letter. (Document sent to prospective
partners or sponsors which provides benefits for participating in your event/program.)
Outlier2020Preso2.pdf
2020 Event Recap
CRC 2019 Event Recap - OUTLIER.pdf
Organization rosters naming all officers, board of directors and respective positions as relevant
Outlier OPS TEAM 2020.xlsx
Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding
FB COVER 2020-01.png
QuickBooks Export Tips
Instructions for Exporting QuickBooks data
Where did my worksheet go?
When you export data to a new workbook, your new worksheet containing exported data goes to Sheet 1. When you export to an existing workbook,
the new worksheet is placed in front of the last active sheet where it will be named "SheetX" using the next available number in the series.
How do I make sure this tips sheet isn't exported with the QuickBooks report in the final workbook?
Before exporting, on the Export Report Basic tab, deselect the option to include the instruction worksheet.
How can I customize and update my worksheet?
You can set up Excel links between 2 or more worksheets. (See Microsoft Excel Help for details about linking in Excel.) You can use this
feature to setup links between a QuickBooks summary report and your customized sheet.
>> Choose one sheet as your source worksheet into which you'll export QuickBooks data. Then create another worksheet where you can
customize your data and link the data between that sheet and the source worksheet.
>> Export your source data to an existing worksheet and overwrite the current data so that the new data is used by any Excel links and formulas.
>> Create Excel links between a QuickBooks data worksheet and another worksheet in the workbook.
Troubleshooting: Why don't my links work correctly after exporting data?
Be aware that any difference in the structure of the current report from the report that you used when setting up links, can cause mismatch
in the links between worksheets. If you are seeing wrong data in your customized worksheet, then you may have:
>> Moved or deleted elements, or changed the structure of the report in some way? For example:
You might have moved or deleted items from item list which gets used in a report like Inventory Valuation report.
You might have moved or deleted accounts from accounts list which gets used in a report like Profit and Loss standard report.
>> You are using a report related to accounts and have account(s) with no activity associated and did not choose to display "All rows".
TIP: Choose display All rows (available for most of the reports), Select Modify report->Display->Advanced->Diplay row->All rows
>> Deleted exported data sheet which serves as data source.
7:22 AM
01/17/09
Accrual Basis
Sheet1
Page 2 of 4
OUTLIER OFFROAD OPERATING BUDGET
2020 2019 2017 (actual)
Ordinary Income/Expense
Income
Registration Revenue 67,500.00 27,500.00 24,532
Sponsorship Revenue 15,000.00 15,000.00 7,500.00
DEMO Revenue 12,000.00 14,000.00 11,560.00
Community Contribution 35,000.00 25,000.00 25,000.00
Total Income 129,500.00 81,500.00 68,592.00
Admin Expense
Accounting 1,250.00 459.00 459
Office Overhead
Equipment 1,500.00 0.00
Phone/Fax/Internet 240.00 240.00 240
Rent 750.00 750.00 750
Supplies 600.00 600.00 489.57
Postage and Delivery 350.00 100.00 100
Printing and Reproduction 1,500.00 1,100.00 1358
Business Licenses and Permits 500.00 346.00 765
Computer and Internet Expenses 750.00 750.00 750
General Liability Insurance 3,750.00 2,750.00 2499
Lodging 3,750.00 0.00 4289
Legal 1,500.00 0.00
Web Hosting 1,500.00 1,150.00 1150
Banking Expense
Analysis SVC CHG 75.00 75.00 75
Misc Fee - reconciliation 10.00 10.00 10
Service Charges 25.00 25.00 25.00
Total Admin Expense 18,050.00 8,355.00 12,959.57
7:22 AM
01/17/09
Accrual Basis
Sheet1
Page 3 of 4
OUTLIER OFFROAD OPERATING BUDGET
2020 2019 2017 (actual)
Production Expense
Barricade 0.00 0.00 0
Permit Fees (USFS, ToV)4,900.00 2,900.00 2750
Radio Rental 500.00 0.00
Site Fees
Facilities Rental 8,200.00 8,200.00 7989
Showers 0.00 0.00 0
Trash/Recycling 0.00 0.00 0
Insurance 4,200.00 4,200.00 3978
Timing & Scoring 7,500.00 4,500.00 4500
Meal Expense 1,600.00 1,200.00 1087
Race Supplies 975.00 975.00 1565
Prize Purse 30,000.00 15,000.00 15000
Equipment Rental 0.00 0.00 0
Number Plates 2,950.00 1,950.00 1050
Uniform Expense 500.00 500.00 500
Infrastructure & Signage 3,500.00 3,500.00 2900
Labor
Announcing 1,500.00 1,500.00 1500
Course Crew 10,500.00 7,500.00 5500
Admin labor 1,000.00 1,000.00 1000
Expo Staff 1,200.00 1,200.00 1200
Medical 5,500.00 3,500.00 3500
Moto 2,500.00 0.00 0
Registration 500.00 500.00 790
Salary 0.00 0.00
Misc Expense (coffee)25.00 25.00
7:22 AM
01/17/09
Accrual Basis
Sheet1
Page 4 of 4
OUTLIER OFFROAD OPERATING BUDGET
2020 2019 2017 (actual)
Total Production Expense 87,550.00 58,150.00 52,059.00
Marketing & PR
Identity & Design 1,000.00 1,000.00 999
Digital Spend 15,000.00 7,500.00 8200
Map Development 1,500.00 1,500.00 1400
Email MKTG Hosting 1,750.00 1,750.00 1800
Sponsorship Fulfillment
Coroplast 3,500.00 3,500.00 2900
Vendor Relations 1,500.00 1,500.00 1250
Additional Vinyl/Coro 1,500.00 1,500.00 1750
Print Spend 2,500.00 2,500.00 2600
Radio Spend 0.00 0.00
Local/Regional Print Spend 0.00 0.00
Meals 1,000.00 1,000.00 950.00
Total Marketing & PR 29,250.00 21,750.00 21,849.00
Merchandise/Awards
Awards 2,750.00 2,750.00 3000
Entrant Jersey 0.00 0.00
Entrant Tee 3,600.00 3,600.00 3,500.00
Total Merchandise 6,350.00 6,350.00 6,500.00
TOTAL REVENUE 129,500.00 81,500.00 68,592.00
TOTAL EXPENSE 123,150.00 86,250.00 93,367.57
NET EVENT INCOME/LOSS 6,350.00 (4,750.00)24,775.57
Sheet1
Sep ‘19 Oct ‘19 Nov ‘19 Dec ‘19 Jan ‘20 Feb ‘20 Mar ‘20 Apr ‘19 May ‘20 June ‘20 Jul ‘20 Aug ‘20 Sep ‘20
CSE recap
Social media update Survey re-distribution
Email thank-you
Survey distribution Media outreach USAC email blast Media outreach USAC email blast Local club blast
Poster distribution Volunteer blast
media hosting invites media hosting invites media hosting invites media hosting invites media hosting invites media hosting invites
Announce 2020 date
to industry
Confirm/re-sign 2020
partners
Email outreach –
endemic and non-
endemic brands
Regenerate social
identity assets
Email – endemic and
non-endemic brands
Social media ads –
Twitter, FB
Social media ads –
Twitter, FB
Social media ads –
Twitter, FB
Social media ads –
Twitter, FB
Social media ads –
Twitter, FB
Social media ads –
Twitter, FB
Social media ads –
Twitter, FB
New imagery for all
social channels
Sponsorship proposal
creation
Save the date email
outreach
Social posts – Twitter,
Instagram, FB
Social posts – Twitter,
Instagram, FB
Social posts – Twitter,
Instagram, FB
Social posts – Twitter,
Instagram, FB
Social posts – Twitter,
Instagram, FB
Social posts – Twitter,
Instagram, FB
Social posts – Twitter,
Instagram, FB
Update website with
2019 dates
Press release – date
announcement
Launch social
advertising campaign
– FB, Twitter
Email blast – dates,
brands, events
Email – endemic and
non-endemic brands
Email blast – lodging,
to-do
Email – endemic and
non-endemic brands
Email blast – SAVE
THE DATE
Email – endemic and
non-endemic brands
– load-in and load-
out info
Email blast – last
minute items
Update social
channels
Local/regional media
outreach
Sea Otter brand
outreach
Discount blast (ToV,
Vail Resorts)
Press announcments
- The Van Show and
Vail 100
Open Vail 100 Reg
Open Van Show Reg
OUTLIER OFFROAD FESTIVAL
ENDURO / DEMO / GRAVEL
2
Overview
The Outlier Offroad Festival is a celebration of the transition between summer and winter
in the beautiful mountain community of Vail,Colorado.Slated annually for the resort’s
closing weekend,Outlier attracts the bike industry’s best brands and places them in a
vibrant,colorful and family friendly atmosphere that’s alive with fall color.
3
Existing Elements
DEMO ENDURO BIKE CRAWL
The best and largest MTB demo in
Colorado.
2 days, 4 stages, finish in Vail
Village
New for 2019 and off to a roaring
start. Door prizes, mayhem-ery,
and a peek at Vail’s nightlife scene.
But while the demo is
packed, there’s still
room to grow.
Because we
have these.
6
2020
Additions 3-stage Gravel Event
Ronde van Vail
Enterprise-grade production &
promotion partner
IronMan
On the road. And just maybe(!) on
the mountain.
E-Bikes
Let the good times roll.
More?
Why These
Additions?
Why Now?
7
lIronman
lGravel
lE-bikes
lMusic
8
1
An extension of
our Breck Epic
relationship
2
An investor in our
event production
division
3
Largest
competitor
database in the
world
4
Global marketing
reach & content
distribution
5
Affluent, young,
healthy, inclined
to travel
6 Roots in the
community
GRAVEL?
•Road riders are increasingly fearful
•We can accommodate 10x our current
field
•We can produce an event that is
distinctively Vail that also showcases
many of its best elements
CONTEXT
•Ronde van Vail is ownable
•Marketing is straightforward,
quantifiable and effective
•SBT GRVL and Haute Route have
established the blueprint for success
PROVEN TEMPLATE
Features &
Benefits
The Power of PowerPoint -thepopp.com
10
•$30,000 cash purse –will attract pros from road,MTB,tri and ‘cross
•3 day event –increased lodging,dining and retail benefit
•Manageable and effective earned and paid media plans
•The course allows room to expand ridership
•A unique Grinduro-style format allows us to carve out identity
•E-bike category (completely unique)
•Aid stations stocked using local F&B vendors (gelato,carne asada,sushi!!!)
•Prompts expansion to Lionshead
•Will double size of demo
11
Event announcement, website and registration launch
NOVEMBER
Identify Ambassadors
Establish social media plan
Negotiate media partnerships
Coordinate media hosting
DECEMBER-JANUARY
Launch targeted media, ambassador and social plan
Enlist local partners
Scout and map courses
JANUARY -SEPTEMBER
Plan for
Launch
The goal remains the same:
12
To show Vail at its best, most welcoming and most beautiful.
To convert new consumers be teaching them how to navigate Vail.
To fill hotel rooms, restaurants, retail outlets and après venues.
To deliver value. To create lasting memories.
To entertain and delight.
THANK YOU
Event Recap: Outlier Offroad Festival
Cultural, Recreational & Community Category
December 4, 2019
Outlier Offroad Festival: September 27 -29, 2019
Michael McCormack
970-485-5847
mikemac@uncommoncommunications.net
2
Overall Event Highlights & Successes
3
•Focus
on
family-‐friendly
‘gravity -‐lite’
event
again
proved
successful
•Enduro
participation
remains
consistent
–field
is
full
•Expo
grew
by
nearly
20%
•Demo
attendance
grew
by
nearly
50%
over
2018!
•Net
promoter
score
grew
by
11
points
over
2018.
•Tremendous
activation
from
SRAM
and
POC
•Event
positioned
well
for
2020
gravel
addition.
Gravel
component
already
attracting
new
exhibitors
and
partners
(Groove
Automotive)
Estimated Attendance Results
4
•Estimated
attendance:
•3023
a ttendee
days
•Outlier
is
a
ticketed
event.
We
use
ticket
sales
as
the
foundation
of
our
estimate,
then
a
standard
multiplier
to
account
for
passive
attendees/spectators.
•Number/percentage
of
people
who
came
specifically
for
event:72%
•Number/percentage
of
people
who
attended
the
event
last
year:
67%
new
attendees!
5
Estimated Attendee Profile Results
6
•Attendees
came
from
(local ,
regional,
out
of
state,
international):
Estimated Spending Results
7
•Total
average
spending
per
person:
$190/attendee
day
•Town
of
Vail
spending
the
event/program
generated :
$574,370
8
NPS (Net Promoter Score)
9
Event Strengths & Weaknesses
10
•How
did
the
event
exceed
expectations?
•Outlier
is
exhibiting
steady
and
predictable
year-‐over-‐year
growth
•Exhibitors
are
making
Outlier
a
staple
on
their
demo
calendars
•Vail
Resorts
is
amenable
to
venue
expansion
•What
are
areas
for
event
improvement?
•Local
awareness
can/should
be
improved
•Addition
of
gravel
component
will
significantly
increase
footprint,
room
nights,
economic
impact
and
revenue
•How
did
this
year’s
event
compare
to
last
year?
•2019
outpaced
2020
in
every
aspect;
vendors,
attendees,
room
nights
11
Vail Brand Compatibility
The
Premier
International
Mountain
Resort
Community
12
•How
did
the
event
/program
support
the
Vail
Brand?
•Outlier is a vibrant and energetic event that caters to a young-‐ish
affluent
crowd.
The
event
leveraged
its
good
standing
with
Vail
Resorts
and
the
US
Forest
Service
to
offer
compelling
back
and
sidecountry
offerings
for
competitive
and
non-‐-‐competitive
attendees.
•Outlier
showcases
the
beauty
of
the
changing
seasons,
the
spectacle
and
majesty
of
the
mountain,
and
the
inclusiveness
of
the
surrounding
community.
•Like Vail,Outlier is unique and awesome.A blue chip,need-‐
time signature
event
for
one
of
the
world’s
best
and
most
recognizable
brands.
Community Contribution
13
•How
did
the
event
impact
Vail’s
sense
of
community?
•While
an
elite
brand,
Vail
is
incredibly
welcoming.
We
work
hard
to
make
sure
that
the
local
cycling
community
is
offered
every
opportunity
to
participate
at
deeply
discounted
or
even
free
of
charge.
•We
want
Outlier
to
be
an
event
in
which
the
community
takes
pride;
one
that
is
well
organized,
reasonably
delightful,
uniquely
audacious
in
its
offerings,
and
above
all
respectful
to
and
responsible
towards
the
community
and
the
backcountry
in
which
it
takes
place.
•It
was
fun.
It
exhibited
a
best
in
class
stewardship
ethic.
It
acknowledges
the
investment
of
the
community
and
attempts
to
return
that
goodwill
and
graciousness
by
making
participation
as
an
attendee,
volunteer
or
competitor
easy
and
rewarding.
14
Topline Marketing Efforts
15
•What
are
the
top
3
successful
marketing
tactics,
executions
or
results
from
your
event/program?
1.Email
database
outreach:
Because
we
produce
and
promote
several
other
high
profile
events
including
the
Breck
Epic
and
now
4
years
of
Outlier,
our
database
is
substantial
–nearly
20,000
riders
in
Colorado
alone.
We
published
quarterly
mass
emails
with
event
updates
and
news.
2.Endemic
customers
communication:
We
define
this
as
the
bike
industry
itself.
Our
outreach
begins
nearly
13
months
in
advance
each
year
and
capitalizes
on
an
extensive
industry
database.
We
talk
to
the
bike
industry
and
bike
media
all
year
long.
We’re
ALWAYS
touting
Outlier!
3.Social
media
marketing:
Targeted
Facebook
marketplace
ads
as
well
as
sponsored
tweets
help
us
keep
Outlier
top
of
mind
with
our
consumers
and
attendees.
A
thoughtful
print
campaign
featuring
stunning
imagery
and
full-‐-‐
-‐page
ads
augmented
the
plan.
Potential for Growth & Sponsorships/Media Exposure
16
How
do
you
see
the
event
evolving
or
growing
next
year?
We’ll
expand
to
include
gravel
in
2020
which
will
attract
a
completely
separate
participation
segment
and
will
significantly
grow
our
exhibitor
base.
What
sponsors
do
you
plan
to
target
next
year?
Groove Automotive,Red Bull,SRAM,
POC,
local
partners
How
will
you
leverage
media
exposure
and
extend
the
marketing
reach
next
year?
We’re
committed
to
working
with
Vail’s
marketing
and
PR
teams
to
continue
to
position
the
event
as
one
of
their
premier
summer
offerings.
Vail’s
marketing
director
participated
in
this
year’s
event
and
we
hope
to
use
his
familiarity
as
springboard
to
further
integrate
with
Vail’s
marketing
department.
17
Sustainability Efforts
18
•What
measures
were
taken
at
your
event/program
to
support
the
environmentally -‐friendly
goals
of
the
Town
of
Vail?
•Registration
was
100%
digital!
For
an
almost
entirely
human-‐powered
event
that
already
produces
minimal
waste,
we
reduced
our
paper
consumption
by
95%!
•What
waste
reduction
methods
were
used
during
your
event/program ?
•Paperless
registration,
high-‐-‐efficiency
generators,
almost
no
fuel
consumed
(less
than
4
gallons)
•How
could
you
improve
on
sustainability
efforts
for
next
year’s
event?
•Our
footprint
is
already
pretty
small.
We
love
typing
that.
Event Budget
19
Item $
Total
Event
Budget:72,850
CSE
Funds:25,000
Cash
Sponsorship
(not
CSE):4,500
In-‐kind Sponsorship:11,000
Marketing Budget:15,598
Profit
&
Loss:-‐2,295*
How
did
you
use the
CSE
funds?
(marketing,
operations,
staff,
venue,
etc.)
Nearly
16K went
to
our
marketing
spend,
while
the
remainder
underwrote
event
infrastructure
upgrades
20
Additional Information/Appendix
21
•Provide
detailed
budget
in
the
Appendix
•Attached
•Provide
final
marketing
plan
in
the
Appendix
•Attached
•Provide
any
additional
information
or
marketing
materials
you
think
the
CSE
would
benefit
from
•The
comments
from
attendees
are
an
interesting
and
(mostly)
validating
read!
People
really
like
the
event
and
are
generous
in
their
praise.
22
APPENDIX
OUTLIER OFFROAD MARKETING PLAN
Sep
‘18 Oct
‘18 Nov
‘18 Dec
‘18 Jan
‘19 Feb
‘19
Announce
2019
date
to
industry
Confirm/re -‐sign
2018
partners
CSE
recap Email
outreach
–
endemic and
non-‐
endemic
brands
Regenerate social
identity
assets
Email
–endemic
and
non-‐endemic
brands
Social
media
update
Survey re-‐
distribution
New
imagery
for
all social
channels
Sponsorship
proposal
creation
Save the
date
email
outreach
Email
thank-‐you Update website
with
2019
dates
Press
release
–
date
announcement
Launch
social
advertising
campaign
–FB,
Twitter
Survey
distribution Update
social
channels
OUTLIER OFFROAD MARKETING PLAN
Mar
‘19 Apr
‘19 May
‘19 June
‘19 Jul
‘19 Aug
‘19 Sep
‘19
Social
media
ads
–Twitter,
FB
Social
media
ads
–Twitter,
FB
Social
media
ads
–Twitter,
FB
Social
media
ads
–Twitter,
FB
Social
media
ads
–Twitter,
FB
Social
media
ads
–Twitter,
FB
Social
media
ads
–Twitter,
FB
Social
posts
–
Twitter,
Instagram,
FB
Social
posts
–
Twitter,
Instagram,
FB
Social
posts
–
Twitter,
Instagram,
FB
Social
posts
–
Twitter,
Instagram,
FB
Social
posts
–
Twitter,
Instagram,
FB
Social
posts
–
Twitter,
Instagram,
FB
Social
posts
–
Twitter,
Instagram,
FB
Email
blast
–
dates,
brands,
events
Email
–
endemic and
non-‐endemic
brands
Email
blast
–
lodging,
to-‐do
Email
–
endemic and
non-‐endemic
brands
Email
blast
–
SAVE
THE DATE
Email
–
endemic and
non-‐endemic
brands
–load-‐in
and
load-‐out
info
Email
blast
–
last
minute
items
Media
outreach USAC
email
blast
Media outreach USAC
email
blast
Local/regional
media
outreach
Local
club
blast
Sea Otter
brand
outreach
Poster
distribution
Volunteer
blast Discount blast
(ToV,
Vail
Resorts)
25
26
TEAM OVERVIEW
BRECK EPIC MEDIA AND PR
Mike McCormack Race Director mikemac@breckepic.com
Byron Swezy Media & Production Director byronswezy@gmail.com Content Director - oversee all teams, daily punchlist, partners
Devon O'Neill Media Director/ Writer/PR/ Narrator devononeil@hotmail.com Write pre-event and daily race day stories. Coordinate with on-site media/journos
Steven Stoker Content Distribution Specialist steven.stoker44@gmail.com Create paid media plan overall - focus on paid social, social posts, orchestrate all things paid ** QUESTION: Who's doing social strategy? And daily social posting, coordination?
Amy Kemp Media / PR / Social amy.m.kemp@gmail.com Coordinate + content distirbution w/ media, community, sponsors, partners. Help with social & on-site media
Emily McCormack Media / PR emily@hulacommunications.com assist leslie with staffing, remote assist with PR assets distribution (as needed)
6 qty daily TBN On-course social media reporter FB. Change passwords daily??? Devon deploy people on course with log in credentials (need to limit quantity and timing?)
Stories on course!!!! eg. Cello/ married on trail
PHOTO
Liam Doran Photo Team Director Daily images
Devon Balet Staff Photographer Daily images
Eddie Clark Staff Photographer Daily images ANDFaces of Epic images daily
VIDEO
Byron Swezy Staff Videographer/ Editor
Glenn Walton Lead Editor AND Videographer Daily video
Alex Neuschafer Aerial Photography
Sky Stockton Staff Videographer Daily video
Justin Park Staff Videographer/ Editor 315-727-6368 Daily video - recap of stage, plus social vid / snippets / boomerang
Billy Stockton Staff Videographer Daily video
Cameron Wyatt Staff Videographer Daily video
Cort Muller Staff Videographer Daily video
STRATEGY + PLAN
PROJECT WHAT CHANNEL WHEN WHO GOAL / Analytics
PRINT / editorial stories
Pre-event Visual assets / Dropbox Upload select photos + videos from past years + logo + other visuals to Dropbox to share with partners, media, etc BS
Pre-event story / race preview For media, partners, sponsors, community, etc.DO
Pre-event feature / locals + community For BTO, Chamber, concierges, lodging community, SDN, Krystal 93, AMT - where to watch the race, alt trails, what's happening, expo!
Pre-event outreach to race media Email to media registered for BE 2019 DO
Story angles + ideas session Plan out some stories (faces of epic + BIFA trailside music/art + stage recaps + ?)DO
Write + coordinate daily stories Create the daily print stories / race recaps Website, include in email, social DO
Post stories to site Post stories + video + photos DO
Distribute stories via email, social Incorporate pre-event + race stories into email newsletters, social, paid media, etc. AK
VIDEO stories
Create a pre-event teaser Do we have this? Do we need this? Full-length + social videos BS
Upload videos to YT Populate Epic YT Channel Steven SS
Send social videos + YT links to team Send the daily YT links + social videos to the rest of the team (upload to Dropbox)
Daily stage recap videos - full length Videos will live on FB and YT with FB being the cross post/ push priority. Steven?
Create short social videos we will produce daily 30 secondish "music videos" for social stoke
SPONSOR + PARTNER
Sponsor + partner activation for social Pre-event outreach to sponsors + partners AK
Identify Baller VIPs MM??ALL
Baller VIP planning Pre-event outreach to baller VIPs to get needs, inform of daily email w/ content, ask abt sponsored Epic video/content AK to coordinate
Identify Semi-epic VIPs On-site media (or shift to A-lsit), Expo, Dirt Rag, ??ALL
Semi-epic VIPs (B-list) planning Pre-event outreach to baller VIPs to get needs, inform of daily email w/ content, ask abt sponsored Epic video/content AK to coordinate
Daily content dist: Baller VIP Daily/ Nightly follow up with links and reminders copy/ stories, select photos and links to FB video recaps.AK to coordinate
Daily content dist: B-list (semi-epic)Daily/ Nightly follow up with links and reminders copy/ stories, select photos and links to FB video recaps.AK to coordinate
Handshake tool set up / approvals Get key sponsors, partners set up with the FB handshake tool
Social media + content "toolkit" for sponsors, With suggested copy, links, hashtags, photos/video, etc
Social creative needs identified SS - what do you need for social ads? Any requests for social content?
PAID MEDIA
Paid media strategy Plan and Budget TBD (BS/MM/SS) Due early next week. SS BS MM
Social ad implementation Set up ad accounts, get content for paid social, implement ads/paid plan SS
SOCIAL MEDIA
Social media overall strategy + coord Coordinate on-course social media + overall plan (paid + organic)
FB posting Schedule and content TBD
Insta posting Schedule and content TBD
Twitter real-time DO
Respond to social ?s / comments
Social media "toolkit" for sponsors, partners With suggested copy, links, hashtags, photos/video, etc
EMAIL
Pre-event Racer Email Pre race email to racers for sharing friends and family.
Daily 2019 Racer email Reminders of courses, start locations, bag drops, Onsie Wed, spectator spots, hashtags/social sharing MM ?
Daily Email newsletter Full list + past racers AK ?
Daily VIP content dist emails SEE ABOVE AK
Industry VIP emails during race AK
Team email with plan o' attack Content/media team daily email or stand-up meeting ?BS
MEDIA / PR
Pre-event outreach to race media Email to registered media for BE 2019 DO
Pre-event outreach to other media Email to non-registered media to share photos, videos, story ideas, hashtags, etc.AK
Pre-event outreach to BTO PR + ToB PR AK
Pre-event outreach to Breck Ski Resort / VR AK
Pre-event outreach to CTO & others AK
Post preview story to SNews, SGB, etc
Daily Email to media (+ other VIPs)AK
On-site media outreach DO
Other media outreach AK
COMMUNITY ACTIVATION
Pre-event outereach to community Reach out to Chamber, BTO, Merchant association, Electeds, Community leaders, etc
Community "toolkit" pre-event Send photos, videos, course info, spectator info, alternative route/trail info, expo info
Community activation / DRAFT meetup Host a People for Bikes (Bikes + Biz + Beers) meetup at RMU on Wednessday, Aug. 14 6-8 pm AK (with RMU, Project Bike Tech, etc)
Breck Pride flyer campaign - ? Print out Breck Epic flyers to display at local shops, businesses to support Breck Epic - compile deals & offers AK
INDUSTRY ACTIVATION
Pre-event outreach to key orgs, folks OIA, ORec, OR, People for Bikes, The Wright, VF Corp, Ken Gart, etc.
Emails to industry VIPs during race
UCI, CTO, BTO, Santa Cruz, Sram, GU, Thule, Castelli, Velo News, Pink Bike, Bike Mag
STRATEGY + PLAN
*** SUMMARY of roles per channel ***
CHANNEL:WHAT WHO:
RACER emails MM
PRINT stories / blog DO
ON-SITE media DO
EMAIL list - the mac daddy AK to coordinate
BALLER VIP content dist AK to coordinate
SEMI-epic VIP content dist.AK to coordinate
MEDIA / PR (off-site + help as needed)AK
COMMUNITY outreach Chamber, BTO, CTO, Merchant Assoc, ToB, County, etc AK
FB On-course social reporters, other help (AK, etc)SS
FB paid Boost posts daily estimated budget $100-$200 day???SS
FB Live - ?
YT BS
INSTAGRAM SS - ?
OTHER SOCIAL ?
INDUSTRY updates (People for Bikes, OIA, ORec, etc)AK if needed
AUDIO content ** Do we need the audio from the videos for podcasts or to post to website/online stories for voice search ? ** ?
EDIT CALENDAR
DATE RACER EMAIL WEB / BLOG EMAIL list BALLER VIP SEMI-epic VIP OTHER MEDIA COMMUNITY FB INSTA YT OTHER SOCIAL INDUSTRY email 3rd PARTY
PRE-EVENT CONTENT
Breck Epic press release
Breck Epic preview story
6 stages of the race - carousel
Riders/stories to follow - carousel
Epic Eve
FEATURE
Feature / human interest stories
Feature / BIFA trailside music & art
Feature / faces of epic carousel
Feature / UCI specific content
STAGE 1
Stage 1 start of race / FB live monitor & assess if it's worth it
Stage 1 mid-day update
Stage 1 finish / recap
Fun, weird, feature story
Day 1 Real-time twitter updates
Day 1 Faces of Epic
STAGE 2
Stage 2 start of race / FB live monitor & assess if it's worth it
Stage 2 mid-day update
Stage 2 finish / recap
Fun, cool, wacky, feature story
Day 2 Real-time twitter updates
Day 2 Faces of Epic
STAGE 3
Stage 3 start of race / FB live
Stage 3 mid-day update
Stage 3 finish / recap
Day 3 real-time twitter updates
Day 3 Faces of Epic
STAGE 4
Day 4: Onesie Wednesday
Stage 4 start of race / FB live
Stage 4 mid-day update
Stage 4 finish / recap
Day 4 Faces of Epic
DRAFT meetup / FB event
STAGE 5
Stage 5 start of race / FB live
Stage 5 mid-day update
Stage 5 finish / recap
Day 5 Faces of epic
STAGE 6
Stage 6 start of race / FB live
Stage 6 mid-day update
Stage 6 finish / recap
Day 6 Faces of Epic
POST-EVENT
Recap
** This is just a place holder / template - need to discuss story angles, ideas with team **
** Daily Recap AND Short Form social video being produced (sahweet)
*** we'll rely upon earned media to hit over the next 6-8 months, but I'd like our team also to think about what we might push into the social-sphere during that timeframe.
TEAM RESOURCES
Breck Epic 2018 visuals:
Pre-event teaser; 1 minute version
https://www.dropbox.com/sh/igl7xqwikj9u5ue/AAAFO5AJrXXknI1g9ff7-dWJa?dl=0
https://vimeo.com/352746355
PARTNER + COMM. contacts + soci
SPONSORS
Organization / Brand Name Contact Role FB FB Reach YouTube YT subscribers Instagram Insta Reach Hashtags
BONTRAGER Applegate, Alex Alex_Applegate@trekbikes.com 33,000 @ridebontrager 70,600
Rosch, Andrew Andrew_Rosch@trekbikes.com
Helen Haley_Gustafson@trekbikes.com
CASTELLI Desmond, Rich rdesmond@castelli-us.com 142,627 7,533 @castellicycling 263,000
CASTELLI Gerritsen, John john@ptarmigangroup.net
CASTELLI Nordell, Alvin alvin@ptarmigangroup.net
CASTELLI Tess, Patrick ptess@castelli-us.com
CASTELLI Marshall, Ian imarshall@castelli-us.com
CASTELLI Victoria vjansen@castelli-us.com
CHAMOIS BUTT'R Mathews, Steve steve@pacelineproducts.com 6,908 N/A @chamoisbuttr 3097
CHAMOIS BUTT'R Mathews, Kara Kara.mathews@pacelineproducts.com
CHRIS KING Scales, Bob bob.scales@chrisking.com 35,387 N/A @chriskingbuzz 131,000 #chriskingbuzz #webuildbearings
CHRIS KING Fenner, Erik erik.fenner@chrisking.com
COCA-COLA Gaudet, Billy wgaudet@coca-cola.com @cocacola
ERGON Kerkove, Jeff jeffk@ergonbike.com 29,153 1,921 @ergonbike 28,700 #ergonbike
ERGON Neal, Jeffrey jeffrey@ergon-bike.com
ERGON Jarchow, Karen karenj@ergonbike.com
GOODYEAR Musselman, Luke Luke.Musselman@goodyearbike.com
GMC / BUICK Marketing Director, Americas email withheld by request
GMC / BUICK Communications Manager, Rocky email withheld by request
GMC / BUICK Digital Specialist email withheld by request
GMC / BUICK Dealer Marketing Liaison, Rocky Memail withheld by request
GU ENERGY LABS Foster, Allison afoster@guenergy.com 43,491 1,469
GU ENERGY LABS McDermott, Nate nmcdermott@guenergy.com @guenergylabs 37,000 #guforit #roctane #rocyourrecovery
GU ENERGY LABS Rebecca Rusch rebecca@rebeccarusch.com
GU ENERGY LABS Gillis, Brian bgillis@guenergy.com
JULIANA BICYCLES Caldwell, Elayna elayna.caldwell@julianabicycles.com 8,609 149 @julianabicycles 28,300 #gojuliana
KASK Reader, Elizabeth elizabethr@kaskamerica.us 63,611 1,467
KASK Battistello, Ylenia ylenia.battistello@kask.com
KASK Calvi, Daniele daniele.calvi@kask.com
KOGEL BEARINGS Gallegos, Sem sem@kogel.cc 6,553 323
LOOK Cole, Brad bcole@lookcycle.fr 190,594 6,755
ORANGE SEAL Vargus, John jvargus@orangesealcycling.com 4,714 220
POC Fitzpatrick, Kelly Kelley.Fitzpatrick@pocsports.com 144,958 4,136 @pocsports 283,000 #pocsports
POC Coates, Ben Ben.Coates@pocsports.com
POC Murphey, Brendan Brendan.Murphey@pocsports.com
POC King, Patrick patrick.king@backbonemedia.net
RED BULL O'Connell, Dave david.oconnell@us.redbull.com 2,097,415 533,245 @redbullbike 1,300,000 #mountainbike #bikelife #bike #mtb
RED BULL Worden, Chris chris.worden@redbull.com
SANTA CRUZ Cooke, Allan allan.cooke@santacruzbicycles.com 420,477 82,068 @santacruzbicycl 943,000
SANTA CRUZ Turner, Scott scott@santacruzbicycles.com
SANTA CRUZ Meredith, Morgan morgan.meredith@santacruzbicycles.com
SANTA CRUZ Herwehe, Molly molly.herwehe@santacruzbicycles.com
SANTA CRUZ Dolton, Clarke clarke.dolton@santacruzbicycles.com
SQUIRT LUBE Marais, Dewet dewetmarais@gmail.com
SQUIRT LUBE Steig, Brad brad@squirtlubeusa.com
SQUIRT LUBE Cunningham. Alexa marketing@squirtlube.com
SRAM Dawson, John JDAWSON@SRAM.COM 261,648 68,669 @srammtb 596,000 #sram
SRAM Iskayan, Brad b824g@aol.com 711 6 @statewheels 868 #bikes #bikelife
STATE WHEELS LaFico, Joseph joseph.lafico@statewheels.com #rideyourbike #statewheels
THULE Shonk, Tim Tim.Shonk@thule.com 212,285 14,080 @thule 136,000 #thule #bringyourgear #bringyourlife #bringyourbike
THULE Ritchie, Chris Chris.Ritchie@thule.com
ORANGE SEAL Vargus, John jvargus@orangesealcycling.com
SWIFTWICK Troup, Miranda mtroup@swiftwick.com Instagram: @swiftwicksocks (#ChaseAdventure, #Swiftwick,
SWIFTWICK Smith, Chuck csmith@swiftwick.com
Bear Pro team Paul Fabian fabpl552@yahoo.com
Gary Perkin Santa Cruz
Allan Cooke Santa Cruz
STRATEGIC PARTNERS
Organization / Brand Name Role Contact FB FB Reach YouTube YT subscribers Instagram Insta Reach Hashtags
IRONMAN (WTC)Messick, Andrew CEO Andrew.messick@Ironman.com 1,195,128 108,284 @ironmantri 612,000
IRONMAN (WTC)van Veen, Matthieu Chief Revenue Officer Matthieu.vanveen@ironman.com
IRONMAN (WTC)Selig, Stuart EVP, Global Partnerships Stuart.selig@ironman.com
IRONMAN (WTC)Gramling, Patrick CFO Patrick.gramling@ironman.com
IRONMAN (WTC)Molzahn, Tom Director, Global Finance Operations Tom.molzahn@ironman.com
IRONMAN (WTC)Lahaye, Philiip VP, Operations Philip.lahaye@ironman.com
IRONMAN (WTC)Facteau, Shane COO Shane.facteau@ironman.com
IRONMAN (WTC)Mocerino, Jen Chief Merchandising Officer Jennifer.mocerino@ironman.com
IRONMAN (WTC)O'Donnell, Douglas Global VP, Digital Platforms Douglas.ODonnell@ironman.com
Chip Fontanazza <Chip.Fontanazza@ironman.com>, Jay Druba <Jay.Druba@ironman.com>, Jason Magrane <Jason.Magrane@ironman.com>
SMITHWOOD DRIVE Rossi, Dave creative partner rossi@smithwooddrive.com @smithwooddrive 13
USA CYCLING / UCI Evans, Justin UCI Liaison jevans@usacycling.org 140,934 15,650 @usacycling 70,300
USA CYCLING Lamp, Stuart Director of Event Services slamp@usacycling.org
USA CYCLING Hodge, Chuck Chief of Racing/Events Chodge@usacycling.org
USA CYCLING Rojas, Guillermo Director of Marketing and Communicati grojas@usacycling.org
USA CYCLING Mahoney, Tim Director of Marketing Operations tmahoney@usacycling.org
USA CYCLING Rob rtd@usacycling.org
BEAVER RUN RESORT Horii, Bruce Director, Sales and Marketing BHorii@beaverrun.com 6,009 @beaverrunresort 1,465
BEAVER RUN RESORT Feller, Dave National Sales Manager dfeller@beaverrun.com
BEAVER RUN RESORT Smith, Tamika Conference Services Manager tsmith@beaverrun.com
IRONMAN (WTC)Leone, Mike Sr. Manager, Event Activation Mike.Leone@ironman.com
https://www.facebook.com/Bontrager/https://www.youtube.com/user/trekbikesusa
https://www.facebook.com/castellicycling/https://www.youtube.com/user/castellicycling
https://www.facebook.com/ChamoisButtr/
https://www.facebook.com/ChrisKingBuzz/
https://www.facebook.com/CocaColaUnitedStates/
https://www.facebook.com/ErgonBike https://www.youtube.com/user/ergonbikeergonomics
https://www.facebook.com/GUEnergyLabs https://www.youtube.com/channel/UCTXca3fR4KqaT2HCjiypzLg
https://www.facebook.com/Julianabicycles/https://www.youtube.com/channel/UC05cpQc_9GPMW3V-12IgUgQ
https://www.facebook.com/kaskcycling/https://www.youtube.com/user/KASKsrl
https://www.facebook.com/kogelbearings https://www.youtube.com/channel/UCQ1gejYgnmpxjBp8utCb_rg
https://www.facebook.com/lookcycle/https://www.youtube.com/user/lookcycletv
https://www.facebook.com/OrangeSealCycling/https://www.youtube.com/user/OrangeSealCycling
https://www.facebook.com/poc/https://www.youtube.com/user/POCsportsSweden
https://www.facebook.com/RedBullBike/https://www.youtube.com/channel/UCXqlds5f7B2OOs9vQuevl4A
https://www.facebook.com/santacruzbicycles/https://www.youtube.com/channel/UC-ZdOy00pTvliH3FtW_a_8g
https://www.facebook.com/SRAMUSA/https://www.youtube.com/user/Studio186
https://www.facebook.com/StateWheels/https://www.youtube.com/channel/UCRWAY3PH9K6c01tJmnleGDA
https://www.facebook.com/thuleus/https://www.youtube.com/user/ThuleBringYourLife
Facebook: @Swiftwick Twitter: @Swiftwick (#ChaseAdventure, #Swiftwick, #HowISwiftwick)
Reese Ruland <Reese@ninerbikes.com>
Gary Perkin <gary.perkin@santacruzbicycles.com
allan.cooke@santacruzbicycles.com
https://www.facebook.com/IRONMANtri/https://www.youtube.com/user/IronmanTriathlon
https://www.facebook.com/usacycling/https://www.youtube.com/user/USACyclingOrg
https://www.facebook.com/Beaverrunresort/
PARTNER + COMM. contacts + soci
IRONMAN (WTC)Mathison, Josh Supply Chain MGR josh.mathison@ironman.com
RETAIL PARTNERS
Organization / Brand Name Role Contact FB FB Reach YouTube Instagram Insta Reach Hashtags
Avalanche Sports Banach, Rich official IBD partner rich@av-sports.com
Breck Bike Guides Truitt, Sydney official service partner sydneyfox067@gmail.com
Breck Bike Guides Truitt, Nick official service partner nicktruitt@gmail.com
Smart Cycling Services Shane Hensley official service partner shane@smartcyclingservice.com
Smart Cycling Services Marty Caivano official service partner caivanom@gmail.com
COMMUNITY
Organization / Brand Name Role Contact FB FB Reach YouTube YT subscribers Instagram Insta Reach Hashtags
BRECKENRIDGE TOURISM OFFICE Kay, Lucy President LKay@gobreck.com 61,654 666 @gobreck 31,000 #BreckLife (formerly #BreckBecause)
BRECKENRIDGE TOURISM OFFICE Howard, Brett Director, Marketing BHoward@gobreck.com
BRECKENRIDGE TOURISM OFFICE Dineen, Austyn Director, Public Relations ADineen@gobreck.com
BRECKENRIDGE TOURISM OFFICE Coakley, Katie PR - BTO (interim)katie.coakley656@gmail.com
BRECKENRIDGE TOURISM OFFICE Willis, Casey Director, Special Events CWillis@gobreck.com
BRECKENRIDGE TOURISM OFFICE Blando, Holly Digital Marketing Manager HBlando@gobreck.com
TOWN OF BRECKENRIDGE Haynes, Shannon Assistant Town Manager shannonh@townofbreckenridge.com 9,389 26 @townofbreckgov 1,540 #BreckGov
TOWN OF BRECKENRIDGE Holman, Rick Town Manager rickh@townofbreckenridge.com
TOWN OF BRECKENRIDGE Mamula, Eric Mayor, Town of Breckenridge mamula@colorado.net
TOWN OF BRECKENRIDGE Reid, Scott Director, Recreation scottr@townofbreckenridge.com
TOWN OF BRECKENRIDGE Murphy, Anne Open Space and Trails Manager annem@townofbreckenridge.com
TOWN OF BRECKENRIDGE Littleton, Haley Comm/Marketing Director haleyl@townofbreckenridge.com
COLORADO TOURISM OFFICE Ritter, Cathy Director cathy.ritter@state.co.us 766,312 2,965 @visitcolorado 145,000 #coloradolive #visitcolorado
GREAT OUTDOORS CO Castilian, Chris Exec Director, GoCO ccastilian@goco.org
TOWN OF BRECKENRIDGE Bregeron, Jeffrey Breck Town Council biffbreck@yahoo.com
TOWN OF BRECKENRIDGE Gigliello, Erin Breck Town Council eringigliello@gmail.com
TOWN OF BRECKENRIDGE Carleton, Dick Breck Town Council dick@stormrestaurants.com
TOWN OF BRECKENRIDGE Wolfe, Wendy Breck Town Council wendy.wolfe@mac.com
TOWN OF BRECKENRIDGE Gallagher, Gary Breck Town Council Lobogris1929@msn.com
COLORADO TOURISM OFFICE King, Amber marketing amber.king@state.co.us
COLORADO TOURISM OFFICE Jacobsen, Kaiti marketing kaiti.jacobson@state.co.us
COLORADO TOURISM OFFICE Albert, Samantha marketing samantha.albert@state.co.us
COLORADO TOURISM OFFICE Dave Fluegge social media
TOTAL 5,881,567 849,632 4,681,883
Officially we’ll have just one rider in Breck this week, he’s Keegan Swenson from Stan’s Pivot team.
We would like to have some close-up pics if possible with the focus on helmets and sunglasses.
Here our social media tags and hashtag:
Tag Instagram: @kask_cycling
Tag Facebook: @kaskcycling
Hashtag: #kaskcycling
oRANGE sEAL
Payson to Breck for a leader ride along in strategic locations, we just have to see what his recovery is like after Leadville 100! But I would say mon – wed are very viable for ride alongs, we might even have a plan b rider!
So I guess it would be ideal to identify key routes that we can access via the car and get a jump and then ride along with riders that is both scenic and video worthy! We’ll be shooting from a couple of different angles.
We will have several riders in attendance that would be great to capture as well.
So let us know we can best utilize Payson and the resources of Orange Seal as both an athlete and Red Bull athlete!
Instagram: @swiftwicksocks (#ChaseAdventure, #Swiftwick, #HowISwiftwick)
https://www.facebook.com/GoBreck/https://www.youtube.com/user/breckresortchamber
https://www.facebook.com/TownBreckCO https://www.youtube.com/user/TownofBreckenridge
https://www.facebook.com/visitcolorado/https://www.youtube.com/user/VisitColorado
https://www.notubes.com/news/stans-pivot-pro-team/
Facebook: @Swiftwick
Twitter: @Swiftwick (#ChaseAdventure, #Swiftwick, #HowISwiftwick)
SHOT LIST
SHOT LIST / REQUESTS:
PARTNER REQUESTS:
KASK pics of Keegan and close-ups of the helmet and sunglasses
SWIFTWICK custom socks (social snaps for other socks?)
ERGON For Ergon - anytime we can get a logo shot in images/video is key. Our new saddles are our current focus, and I believe we have a rider in the pro women's field on the berry color, which will pop nicely.
Sparky Moir Sears is the only one I know of right now. She'll be on the berry saddle and grips. Rich Dillen should also be set up.
ORANGE SEAL Bringing rider / Payson to Breck for a leader ride along in strategic locations, we just have to see what his recovery is like after Leadville 100! But I would say mon – wed are very viable for ride alongs
Wants to know about route access via their car
FEATURE STORIES:
WEDDING Thursday photos + video atop Wheeler
BIFA Trailside music + art + racers
TO DO LIST
TO DO:QUESTIONS:
Access to FB MM Done Twitter?
Access to Instagram MM See log in creds tab Other social?
Access to YT MM Approval process for content, copy, social?
Access to other social (twitter?)MM Graphic standards ?
Access to Mail Chimp or email lists MM (constant contact)Need to post on FB and Insta starting NOW! (no new content)
Coordination of who's doing what Frequency/cadence for posting
Access to the website ?MM - let me know who needs admin status On-course social media posting
Social media tool that you're using?Hootsuite...but it's not that great. In decay because of shifting API Social media tool?
Goals Hashtag preferences:
Analytics Google analytics in place on BreckEpic.com Voice / tone ?
Visual assets and Dropbox links (or other platform)
Social media on-course reporting
Shot list
Hashtag list #BreckEpic NOTES from meeting:
Social media handles for ballers + racers + photogs + sponsors ! Real-time updates missing ...
Racer stories and angles Ironman content team
Outreach to sponsors + partners SOCIAL GUIDELINES:No profanity
Outreach to on-site media Use your own voice
Outreach to community Show personality
Outreach to other media Show joy, pain & suffering, community, whimsy, UCI pro
Assign content themes to social channels (FB, Twitter, IG, FB LIVE)
DRAFT meetup speakers MM. AK GOALS:"Most fun UCI event"
UCI killing it.6 reposts from them = amazing success
MIKE - intros to USAC and UCI marketing/social teams
Send roster to media + partners
LOG IN CREDS
Username Password NOTES
Facebook Steven, Amy, Byron, Devon all added as admins
facebook breckepic Cycles03!7!
Twitter breckepic Cycles03!7!
Hootsuite maybe set this up as teams? Open to ideas/help.
YouTube Invites sent to Steven, Amy, Devon. Byron is already manager.
PinkBike UN: breckepic PW: Cycles03!7
Constant Contact Greenspeed Cycles1
CTO visitcolorado C0Proud080919
Stoker LotsOfClimbing steven.stoker44@gmail.com
JOURNOS
JOURNALISTS
FIRST LAST OUTLET EMAIL COUNTRY PHONE NOTES
Andre Aikawa Pra Quem Pedala andreaikawa@gmail.com Brazil
Magnus Dias Pra Quem Pedala magnusvirtual@hotmail.com Brazil 617-800-5542
Rich Dillen freelancer, BIKE teamdicky@hotmail.com North America
marty grabijas GearJunkie marty@mothertech.net North America 970-403-3268
Juan Hernandez Military Times, BIKE, Mtn Flyer losusmil55@gmail.com North America 979-743-1655 JC is the US Army vet with a leg prosthesis that's raced with us. Incredible human…and subject
Pete Hitzeman Medium, CX Magazine, freelance cephasgt@gmail.com North America 937-231-6155
Jason Holzworth freelance photo holzking@hotmail.com North America 502-523-3074 racing - AMAZING SHOOTER
Dan Horndasch Military Times, BIKE, Mtn Flyer wd40biketech@gmail.com North America 512-203-4883
James Huang CyclingTips james.huang@cyclingtips.com.au North America, Australia
Alberto Jara Pra Quem Pedala jaraiphone@gmail.com Brazil 617-800-5542
Thibaut Level Velo (FR)thibaut.level@gmail.com France
Sparky Moir Sears freelance (women)isnaraissa.moir@gmail.com North America 970-260-7703
Rob Reed Forbes, HuffPost, Elite Traveler rob@maxgladwell.com North America 310-494-6617
Laetitia Roux VeloVert, Bike (Gemany)laeti.roux@gmail.com France, Germany 061-013-3239
Lydia Tanner Bicycling lydiatanner712@gmail.com North America 303-482-6326
Cory Wallace Marathon MTB (intl)ctwally@hotmail.com Canada, UK #ERROR!
Scott Williams Dirt Rag scott@dirtragmag.com North America 814-730-8594
Shannon Boffelli MTB Race News mtbracenews@hotmail.com North America
Marlee Dixon MTB Race News marleedixon@hotmail.com North America
Juan Mata Mata mata@gpseries1.com Costa Rica 506 87055430
Bill Schieken 202.487.1271
OFF-SITE MEDIA
FIRST LAST OUTLET EMAIL COUNTRY PHONE NOTES
Phil Lindeman Krystal 93 Phil@krystal93.com On site on Tuesday . Wants an interview pre-race with MM
Sean McCoy Gear Junkies
Jason Sumner VeloNews
Bryan Riepe Mountain Flyer riepe@mountainflyer.com
www.gpseries1.com
http://www.cxhairs.com Bill S <cxhairs@gmail.com>
Attachment: FB-COVER-2020-01.png
Contacts: Michael McCormack
First Name:
Michael
Last Name:
McCormack
Linked User Form
mikemac@uncommoncommunications.net
2019 CSE Reviews: 21301617
Name Attachments
21301617 No
21301618 No
21301619 No
21301620 No
21301621 No
21301622 No
21301623 No
21301624 No
21301625 No
21301627 No
21301616 No
What category is this application?
Write additional comments, notes or things you want to remember about this application: What did you like about
this program/event? What needs improvement?
Submission Date
Linked Events 2019
Outlier Offroad Festival 2021
Linked Form
alisonw@vailchamber.org
Tag
type:dynamic
2019 CSE Reviews: 21301618
What category is this application?
Write additional comments, notes or things you want to remember about this application: What did you like about
this program/event? What needs improvement?
Submission Date
Linked Events 2019
Outlier Offroad Festival 2021
Linked Form
williambarrydavis@gmail.com
Tag
type:dynamic
2019 CSE Reviews: 21301619
What category is this application?
Write additional comments, notes or things you want to remember about this application: What did you like about
this program/event? What needs improvement?
Submission Date
Linked Events 2019
Outlier Offroad Festival 2021
Linked Form
kimnewbury@gmail.com
Tag
type:dynamic
2019 CSE Reviews: 21301620
What category is this application?
Write additional comments, notes or things you want to remember about this application: What did you like about
this program/event? What needs improvement?
Submission Date
Linked Events 2019
Outlier Offroad Festival 2021
Linked Form
mvalenti@vailresorts.com
Tag
type:dynamic
2019 CSE Reviews: 21301621
What category is this application?
Write additional comments, notes or things you want to remember about this application: What did you like about
this program/event? What needs improvement?
Submission Date
Linked Events 2019
Outlier Offroad Festival 2021
Linked Form
markgordonvail@gmail.com
Tag
type:dynamic
2019 CSE Reviews: 21301622
What category is this application?
Write additional comments, notes or things you want to remember about this application: What did you like about
this program/event? What needs improvement?
Submission Date
Linked Events 2019
Outlier Offroad Festival 2021
Linked Form
rkundolf@msn.com
Tag
type:dynamic
2019 CSE Reviews: 21301623
What category is this application?
Write additional comments, notes or things you want to remember about this application: What did you like about
this program/event? What needs improvement?
Submission Date
Linked Events 2019
Outlier Offroad Festival 2021
Linked Form
sbiszantz@gmail.com
Tag
type:dynamic
2019 CSE Reviews: 21301624
What category is this application?
Write additional comments, notes or things you want to remember about this application: What did you like about
this program/event? What needs improvement?
Submission Date
Linked Events 2019
Outlier Offroad Festival 2021
Linked Form
mvlaar@vailgov.com
Tag
type:dynamic
2019 CSE Reviews: 21301625
What category is this application?
Write additional comments, notes or things you want to remember about this application: What did you like about
this program/event? What needs improvement?
Submission Date
Linked Events 2019
Outlier Offroad Festival 2021
Linked Form
mmiano@vailgov.com
Tag
type:dynamic
2019 CSE Reviews: 21301627
What category is this application?
Write additional comments, notes or things you want to remember about this application: What did you like about
this program/event? What needs improvement?
Submission Date
Linked Events 2019
Outlier Offroad Festival 2021
Linked Form
jgross@vailgov.com
Tag
type:dynamic
2019 CSE Reviews: 21301616
What category is this application?
Write additional comments, notes or things you want to remember about this application: What did you like about
this program/event? What needs improvement?
Submission Date
Linked Events 2019
Outlier Offroad Festival 2021
Linked Form
esaeger@vailgov.com
Tag
type:dynamic