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HomeMy WebLinkAbout02. c. 21GMG Stakeholders Report2021 STAKEHOLDERS REPORT ABOUT THE VAIL VALLEY FOUNDATION:The GoPro Mountain Games is owned and operated by the Vail Valley Foundation,a non-profit organization that seeks to enhance the quality of life in the Vail Valley through arts,athletics, and education. ABOUT VAIL,CO:While Vail is most-known for its 5,289 skiable acres,this ski town turns into an outdoor enthusiasts dream in the summer with 1,100 acres of open space and 350,000 surrounding acres of national forest.Creating a safe open-air venue to host multiple competitions, activations and concerts.Vail remains open with hotels, restaurants and merchants operating per public health guidelines, an exceptional healthcare system,and both the Town of Vail and Vail Resorts demonstrating that they can offer an exceptional mountain experience when safety protocols are in place and of the highest priority. The country's largest celebration of adventure sports, art and music in Vail, Colorado June 10-13, 2021 2021 EVENT HIGHTLIGHTS 56,891 ESTIMATED SPECTATORS 2,064 TOTAL ATHLETES 2,432 ATHLETE REGISTRATIONS 3 MOUNTAINS OF MUSIC CONCERTS W/ 7,400 ATTENDEES 60 BRAND SPONSORS $4M ECONOMIC IMPACT 70 NET PROMOTER SCORE 1.6M SOCIAL IMPRESSIONS *Not including influencer impressions. THE MOUNTAIN GAMER ATHLETE SPECTATOR MALE VS. FEMALE 56/44 55/45 AVERAGE AGE 33 50* EDUCATION 76% 4 YEAR DEGREE OR HIGHER MEAN HHI 69% EARN MORE THAN $75K 69%IN-STATE | 31% OUT-OF-STATE TOP STATES OF ORIGIN: CO, TX, FL *Refers to average adult age, children under 18 are not surveyed or accounted for in this average. 8.4% of our guests attended with children under the age of 18. Due to COVID-19 and vaccination rates at the time of the event, our audience shifted slightly older for the 2021 event. In a typical year, average adult spectator average age is in the lower 40s. TRAVELERS, OUTDOOR ENTHUSIASTS, SPORT ENTHUSIASTS, HEALTH & FITNESS FOCUSED 40% MARRIED WITH FAMILY 21% ATTENDED WITH A DOG 2021 RESEARCH HIGHLIGHTS 4.7 SATISFACTION RATE (OUT OF 5) AVG. # OF DAYS ATTENDED: 2.2 70% CAME TO VAIL SPECIFICALLY FOR THE EVENT 57% HAVE ATTENDED IN THE PAST 8 0% VERY/EXTREMELY LIKELY TO RETURN FAVORITE EVENTS: DOCKDOGS, KAYAKING, SLACKLINE AVG. GROUP SIZE: 3.2 AVG. # NIGHTS IN LODGING: 3.8 2,898 ROOM NIGHTS GENERATED 13,363 BEERS, 1,263 GLASSES OF WINE AND 7,785 COCKTAILS SOLD 97.6 MILLION MARKETING IMPRESSIONS TOP REFERRALS: WORD-OF- MOUTH, POSTER, SPONSORS, SOCIAL MEDIA TOP EDITORIAL COVERAGE Colorado Public Radio JamBase 9News Lonely Planet The Inside Line MARKETING & PR 97.6M IMPRESSIONS $1.2M MEDIA VALUE 76 PLACEMENTS 4.6M PRINT IMPRESSIONS 1.67M SOCIAL IMPRESSIONS TOP -TIER MEDIA IN ATTENDANCE 94.2M IMPRESSIONS $1.1M MEDIA VALUE 18 NATIONWIDE AD PLACEMENTS PRINT 623K IMPRESSIONS 0.21% CTR DIGITAL 466K SESSIONS 114K USERS 123K MAP VIEWS TOP CONTENT: SCHEDULE, MUSIC, XC MOUNTAIN BIKE WEBSITE 35.9K FOLLOWERS 409K IMPRESSIONS 19.8K ENGAGEMENTS FACEBOOK 25.2K FOLLOWERS 665K IMPRESSIONS 13.4K ENGAGEMENTS INSTAGRAM 14.5K SUBSCRIBERS 20.11% OPEN RATE 2.8%CTR EMAIL MARKETING & PR REACH 42.5K VIDEO VIEWS 18 UNIQUE VIDEOS VIDEO 4 DAILY LIVE SHOWS WITH 105K VIEWS 166 ULTIMATE MOUNTAIN MOMENT ENTRIES WITH 77K VIEWS 342K TOTAL VIEWS 1 SHE EXPLORES MINI-SERIES WITH 4 UNIQUE PODCASTS 120K IMPRESSIONS 18.7K DOWNLOADS PODCAST EVENT INFLUENCERS & CREATORS 9 INFLUENCERS/CONTENT CREATORS 1.59M FOLLOWERS 40+ IN-FEED POSTS 325+ INSTAGRAM STORIES 2.4M EST. IN-EVENT REACH WADE HOLLAND @wadeholland Ultimate Mountain Moments Host 190K Followers ARIELLE SHIPE @arielleship Yoga Instructor 180K Followers MAX RANTZ-MCDONALD @livetothemax Live Show Contributor 46K Followers SELEMA MASEKELA @selema Live Show Host 95K Followers BROOKS LAICH @brookslaich Athlete + Content Creator 445K Followers ARIEL TWETO @arieltweto Live Show Contributor 112K Followers ABBY WREN @abbywrenartistry Makeup Artist 101K Followers CHRIS BENCHETLER @chrisbenchetler On-Site Event Artist 191K Followers WILEY @hi.wiley Orijen Ambassador 209K Followers VISIT MOUNTAINGAMES.COM WEBSITE LIKE THE MOUNTAIN GAMES FACEBOOK FOLLOW THE MOUNTAIN GAMES INSTAGRAM JOIN OUR NEWSLETTER EMAIL WATCH THE STOKE VIDEO STAY UP TO DATE ON THE 2022 GOPRO MOUNTAIN GAMES #GOPROMTNGAMES We look forward to connecting and, in partnership with you, making the 2022 GoPro Mountain Games, June 9-12, the best Mountain Games event to-date. THANK YOU! DAVE DRESSMAN VP of Sales & Sponsorship 619.764.0940 ddressman@vvf.org VIEW ALL 2021 EVENT PHOTOS & VIDEOS