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