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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 lIronman lGravel lE-bikes lMusic 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? 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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