EVENT NOTES
DEAR FRIENDS We are sincerely grateful for your business and partnership. The success of the 14th annual GoPro Mountain Games is directly attributable to 114+ top tier outdoor lifestyle brands that choose this event as one of the platforms by which to showcase your products and services and grow your brand. We remain very proud of this event and sincerely hope it has helped you to exceed your own brand goals and objectives. Please enjoy this detailed stakeholder report and do not hesitate to contact us should you have questions or need additional information. Warm Regards, Mike Imhof, Sr. VP Sales & Development Vail Valley Foundation
2015 STRENGTHS Adjusted national television package with one stand alone 60 minute broadcast and inclusion in NBC’s World Of Adventure.. GoPro engagement and commitment. Record crowds. Highest net promoter score in event history: 83. LOOKING TO THE FUTURE Expanded event footprint. Exploring new events. Expanded focus on increasing competitor numbers.
BY THE NUMBERS
419,960,039
MKTG/PR IMPRESSIONS
2,492
$2,785,498 MEDIA VALUE
2,876
UNIQUE ATHLETES
ATHLETE STARTS
114 +
240
BRAND PARTNERS
EVENT AT A GLANCE
CREDENTIALED MEDIA
COMMUNITY IMPACT
62,207 SPECTATORS
$4.87M ECONOMIC IMPACT
Est. revenue generated to the Town of Vail
ATHLETES VS. SPECTATORS
DEMOGRAPHICS & PSYCHOGRAPHICS
84%
74%
COMPARISION
SPECTATORS
ATHLETES
67%
Male/Female
54% / 46%
70% / 30%
Own A Dog
Watch five hours or less of TV/ week
Average Age
38
32
39%
60%
Average Nights Stayed
3.1 (paid lodging in Vail) 6.1 (“all accommodations)
2.6
Traveled more than 50 Miles
54%
68%
HHI
78% less than $100K 22% more than $100K
85% less than $100K 15% more than $100K
“Outdoor Enthusiasts”
45%
“Sport Enthusiasts”
Married With Children
Own vs. Rent their home
FAV SUMMER ACTIVITIES | TOP 5 STATES OF ORIGIN 1.) Hiking 2.) Kayak/Boating/Rafting 3.) Camping 4.) Mountain Biking 5.) Traveling
1.) Colorado 2.) Texas 3.) Minnesota 4.) California 5.) Illinois
DEMOGRAPHICS & PSYCHOGRAPHICS
PARTNER SPOTLIGHT
GOLD/PLATINUM PARTNERS
OFFICIAL PARTNERS Black Box Wines Gallegos FITS Socks TRANGO Starbucks
Blue Buffalo GoalZero USA Climbing Ruffwear Svedka Vodka
Colorado Mountain Express Redington Faber Audio Visuals Zip Adventures Trigger Point
Camp Chef Klean Kanteen Trek Jaybird U.S. Forest Service
Costa Go RVing Osprey 1st Bank
DockDogs Dublin Dog GU IFSC
Trail Runner 5280 Magazine 97.7 The Zephyr
Red Bulletin Denver Post 93.3 KTCL Denver
SUP The Mag Boulder Daily Camera 97.3 KBCO Denver
Canoe & Kayak ResortApp
Bike Magazine TV8 Vail
MEDIA PARTNERS Rock & Ice Elevation Outdoors SUP Connect
2015 BRAND PARTNERS
2015 GERBER GEAR TOWN 10th Mountain Whiskey Adventure Technology Aksel's Hats and Tees Antlers at Vail Avex Sport Bagito Beyond Coastal Big Mountain Enduro Black Box Wines Bomber Gear BOOM by Polk C4 Waterman Camp Chef Chipotle Chuck and Don's Cirque Mountain Apparel Columbia Comcast Concrete Coast Clothing Coors Light Costa Dagger Kayaks Door to Door Organics
DT Swiss Dublin Dog EcoXGear Elevation Outdoors Enerplex Fish Pond FishPeople FITS Socks Gerber Gear Go RVing GoalZero GoPro GoPuck Gregory Mountain Packs GU Energy GURA GEAR HALA SUP Gear Hamboards Hi Dow Honey Stinger InCase Jack Link's JayBird Sport
2015 GEAR TOWN PARTNERS
Joshua Tree Products KIND Snacks Klean Kanteen Klymit Kokatat Kokopelli Raft Company KOTA Longboards Kyocera LifeProof Lilypond Local Honey Designs Marin Bikes Mars Veterinary Mile High Mountaineering MindShift Gear National Outdoor Leadership School (NOLS) Native Eyeware Nite Ize Nuun Hydration Optimum Nutrition Osprey Outside Adventure Film School
Packems Princeton Tec Red Fox Wireless Redington Rhino Rack Rislone Rock and Ice Magazine Rocky Mountain Sunscreen Ross Reels RuffWear Season Five Skratch Labs Slackline Industries Starbucks Steadman Clinic Tenkara The Chia Company The Red Bulletin Trango (GTHI) Trek Bicycles Trek Bikes Trek Light Gear Trident SUP (Starboard)
Trigger Point Tudor Watches Unleashed by Petco US Forest Service Vail Mountain Coffee and Tea Vasque Vibram USA VOLVO White Spacer 50px White Spacer 50px Plato Pet Treats Winnebago Yakima Yuba Zuke's
ATHLETES BY EVENT BIKE (Combined)
484
*RAFT (Combined)
XC MTB (All) Road Bike TT (All)
394 90
• •
CLIMB (Combined)
333
**RUN (Combined)
Bouldering WC Citizen Climbing Youth Climbing
128 130 75
• • •
DISC GOLF
112
SLACKLINE WC
25
DOGS (Combined)
565
*SUP (Combined)
155
486 79
• •
FISH 2 Fly X-Stream
76
ULTIMATE MTN CH. 28
*KAYAK (Combined)
223
ULTIMATE RIVER CH. 16
• •
• • •
• •
DockDogs Rocky Dog
•
Steep Creek
52
• • •
Freestyle 8 Ball DR Sprint
47 35 73
RAFT Cross R2 Raft Sprint
10K Spring Runoff Mountain Mud Run 1/2 Marathon
SUP Sprint SUP Cross S2 SUP Cross
PHOTO COMP
* Includes Ultimate River Challenge Participants ** Includes Rocky Dog Trail Run Participants
ATHLETE BREAKDOWN
116 46 54
823 276 334 134
85 50 20
45
ATHLETE TOTALS
2,492
UNIQUE ATHLETES
2,876
TTL. ATHLTE STARTS
MARKETING SUMMARY MEDIUM
IMPRESSIONS
MEDIA VALUE
Website
291,595
N/A
120,679,209
$615,289
66,820
N/A
13,046,013
$601,522
TV Advertising
713,333
$18,977
Digital & Email
3,534,971
$53,361
Radio
1,115,984
$67,250
TV Show(s)
900,000 +
$526,000
279,612,114
$903,099
Social Contest/Sweeps Print
Public Relations
MARKETING | AT A GLANCE
MARKETING TOTALS
419,960,039 MKTG IMPRESSIONS
$2,785,498 TTL. MEDIA VALUE
TELEVISION BROADCAST TOTALS
TELEVISION AT A GLANCE BEST OF THE GOPRO MOUNTAIN GAMES Airdate: July 11, 2015 Network: NBC Sports Network Rating: .06 Approximate viewers: 75,000 – 100,000 Media Value $126,000
World of Adventure
Airdate: August 1, 2015 Network: NBC Rating: .7 Approximate viewers: 800,000+ Media Value $400,000
Universal Sports & Outside TV Re-Airings:
Both of the above shows are re-broadcast on Universal Sports Network nationally no less than three times to 40MM+ potential U.S. households and on Outside TV no less than 3x to 161 resort markets reaching a potential 61 million viewers
TELEVISION SUMMARY
197M
POTENTIAL US HH REACH
900,000 +
ESTIMATED VIEWERS
$526,000
TTL. MEDIA VALUE
PRINT ADVERTISING PUBLICATION
FREQ
DATES
Outside Magazine
5
April, May, Buyers Guide, June, Oct.
Red Bulletin Canoe & Kayak Bike Magazine SUP The Mag Trail Runner Rock & Ice Elevation Outdoors Competitor Magazine 5280 Magazine
2 1 1 1 1 1 1 1 1
April, May May June April April April March February June
MISC/NEWSPAPER
FREQ
DATES
Vail Daily Daily Weekly Boulder Daily Camera Longmont Daily Times Call Colorado Daily Denver Post Westword Racks Official Event Posters Official Event Programs
5 4 8 4 4 4 800 3,000 10,000
April – June May – June May - June May - June May - June May - June April - May April - June June
MARKETING | PRINT
PRINT TOTALS
13,046,013 COMBINED AUDIENCE
$601,552
PRINT MEDIA VALUE
DIGITAL ADVERTISING WEBSITE Vail Daily Rock & Ice Trail Runner Triathalete.com Competitor.com iHeart Media – 93.3 & 97.7 MTBR.com RoadBikeReview.com MountainBuzz.com CDOT Mobile App & CoTrip.org Denver Post Boulder Daily Camera Longmont Daily Times Call Backpacker Magazine Climbing Magazine SKI Magazine SKIING Magazine Elevation Outdoors Blue Ridge Outdoors Facebook Ads Google Display Network
RUNDATES May-June April - June April – June April – May April - May May - June April – June April – June April – June May, - June May - June May – June May – June May – June May – June May – June May – June May-June May-June Jan – June April - June
MARKETING | DIGITAL & EMAIL
EMAIL BLASTS SENDER Elevation Outdoors Vail Resorts/Vail Mtn. OpenSnow Competitor.com RoadBikeReview.com MTBR.com MTBR.com RoadBikeReview.com VVF
FREQ 1 3 1 1 1 1 April – June April – June 14
DIGITAL TOTALS
3,534,971 IMPRESSIONS
$53,361
MEDIA VALUE
RADIO ADVERTISING STATION
RUN DATES
QTY/FREQ
KTCL 93.3 FM Denver/Front Range
May - June
200 Promotional Mentions 36 :30 Spots 72: Streaming Spots 7 On-Air Giveaways
KBCO 97.3 FM Denver/Front Range
May – June
200 Promotional Mentions 36 :30 Spots 72 Streaming Spots
KZYR 97.7 FM Vail Valley (The Zephyr)
May – June
25 athlete/sponsor interviews 78 :30 Spots 2 1 Hour Specials
KSKI Eagle, Summit, Route & Pitkin Counties`
May – June
6 on-air interviews 22 :60 spots 45 Promotional Mentions
LIFT FM Eagle, Summit, Route & Pitkin Counties
May – June
6 on-air interviews 22 :60 spots 45 Promotional Mentions
MARKETING | RADIO
RADIO TOTALS
1,115,984
COMBINED AUDIENCE
$67,250
MEDIA VALUE
TV ADVERTISING TV CHANNEL Comcast Spotlight: Denver Interconnect
RUN
UNIT/FREQ
May - June
:30 / 111
713,333
Stations: Animal Planet, Discovery, ESPN, ESPN2, NBCS, CNBC, CNN, Travel, Oxygen, VH1
Comcast Spotlight: MTN Buy
May – June
:30 / 422
Aspen, Glenwood, Rifle, Summit County, Winter Park, Salida, Steamboat Springs, Vail Valley
IMPRESSIONS
$18,977
Stations: Comedy Central, CNBC, CNN, Discovery, ESPN2, HGTV, NGC, Oxygen, Travel, VH1
TV8 Vail
Nov – June
:30 / 209 60 TV Show Re-Airings 120 Live Mentions 15+ Sponsor Interviews
Outside TV
May – June
:30
MARKETING | TV ADVERTISING
TV ADVERTISING TOTALS
MEDIA VALUE
PUBLIC RELATIONS
262
Placements
240
On-Site Members of the Media
Shape Magazine Gear Patrol Bike Magazine Rock & Ice Magazine GQ
COVERAGE HIGHLIGHTS
PUBLIC RELATIONS
279,612,114 IMPRESSIONS
TOP TIER MEDIA IN ATTENDANCE New York Times USA Today Sports Illustrated Esquire/Boundless Discovery Channel Canada
PUBLIC RELATIONS TOTALS
ESPN W Men’s Fitness Outside Magazine Surfer Magazine
$903,099
PUBLICITY VALUE
2015 WEBSTATS July 1, 2014 – June 30, 2015
291,595
134,460
70.62%
2.06
90,236
2:15
Pageviews
Pages/visit
71%
Desktop
Site Visits
New Visitors
Unique Visitors
Avg. Time
16%
12%
Mobile
Tablet
TOP CONTENT Home Home (mobile) Schedule Bouldering World Cup Results XC Mtn. Bike Register 2015 Results Half Marathon Disc Golf
MARKETING | WEBSTATS
1,649
Website Social Shares Top Shared Content: TV/Webcast Schedule Register Event Schedule Results Concerts Landing Outdoor Reels Landing
WEBSITE EVENT SNAPSHOT June 2– June 8, 2015
119,656 Pageviews
2.31
Pages/visit
51,826 Site Visits
33,694
57.10% New Visitors
2:39
Unique Visitors
Avg. Time
45%
45%
Mobile
Desktop
10% Tablet
WEBSITE DEMOGRAPHICS TOP WEBSITE MARKETS WEB VISITORS BY AGE
MARKETING | WEB DEMOGRAPHICS
COUNTRY | STATE | CITY
SOCIAL MEDIA HIGHLIGHTS July 1, 2014 – June 30, 2015
38,838,196 Impressions
$194,190 Media Value
32,666 Followers
58,144
Engagements
Likes/Comments/Shares
77,524,536 Impressions
$387,622
Media Value
4,157
Followers
15,675 ++
Engagements
RT/Favorite/Mentions
* Includes Facebook Video Views
MARKETING | SOCIAL MEDIA
*1,699,274 Video Views
*$20,391
Media Value
288
Subscribers
*39,420
Engagements
Likes/Comments/Shares
SOCIAL MEDIA TOTALS 2,517,000 Impressions
$12,585
Media Value
15,200
Followers
696,347
Engagements
Likes/Comments
100,203 Loops
$501
Media Value
120,679,209 IMPRESSIONS
$615,289
203
MEDIA VALUE
899
810,485
Followers
Engagements
TTL ENGAGEMENTS
ONLINE VIDEO YOUTUBE
466,469
973,210
2015 event/partner video views
2015 event/partner video views
37,467
148,953
VVF video views
VVF FB video views
9,298
30,122
Event/partner engagements
Event/partner engagements
524
7,994
VVF engagements
19,493
Organic YouTube views (non VVF or partner uploads) – 155)
240,102
New views on 2013 & 2014 videos
MARKETING | SOCIAL MEDIA
VVF engagements
VIDEO TOTALS
1,699,274 VIDEO VIEWS
$20,391
MEDIA VALUE
39,420
VIDEO ENGAGEMENTS
TOP YOUTUBE VIDEOS IFSC: IFSC Bouldering WC Finals GoPro: Dane Jackson wins Steep Creek GoPro: SUP with Chuck and Izzi IFSC: IFSC Bouldering WC Semi-Finals OnBouldering: IFSC Bouldering WC Male Qualifiers LT11: Slow Moments Bouldering OnBouldering: IFSC Bouldering WC Female Qualifiers WOA: 8 Ball Mashup VVF: Day 1 Highlights
MARKETING | SOCIAL MEDIA
FACEBOOK AT A GLANCE July 1, 2014 – June 30, 2015
38,838196 Impressions (W)
753,464
Engaged Users (W)
14,207,395 Page Reach (W)
6,927
New Page “Likes”
FACEBOOK ENGAGEMENT 28,855
Post Likes (VVF)
2,777
Comments (VVF)
2,758
Shares (VVF)
23,754 +
Engagements from Key Partner Brands
June 2 – June 8, 2015
6,486,281
102,613
1,805,715
8,719
617
780
Post Likes
Engaged Users (W)
Comments
MARKETING | SOCIAL MEDIA
38,838,196 IMPRESSIONS
EVENT SNAPSHOT
Impressions (W)
FACEBOOK TOTALS
Page Reach (W)
Shares
$194,190
MEDIA VALUE
58,144 928
New Page “Likes”
ENGAGEMENTS
TOP FACEBOOK POSTS VIDEO: Day 1 Highlight Video VIDEO: Day 2 Highlight Video VIDEO: Dane Jackson Freestyle Loop VIDEO: 9 Days Until GPMG Video VIDEO: Road To GPMG Video
MARKETING | SOCIAL MEDIA
INSTAGRAM ENGAGEMENT July 1, 2014 – June 30, 2015
71,347
Photo/Video Likes (VVF)
306 Comments (VVF)
625,000 ++ Key Partner Brand Engagements
INSTAGRAM TOTALS
2,517,000 IMPRESSIONS
$12,585
MEDIA VALUE
696,347
ENGAGEMENTS
MARKETING | SOCIAL MEDIA
TOP INSTAGRAM POSTS PHOTO: Balto the #UltimateMtnDog PHOTO: Concert Crowds @ Iration PHOTO: Dane Jackson Victory PHOTO: CUTE Little DockDog
MARKETING | SOCIAL MEDIA
TWITTER HIGHLIGHTS Jan 1, 2014 – June 30, 2015
1,109,919
Impressions from VVF Tweets
572
New Followers
267
Event Tweets
3,068++
#GOPROMTNGAMES Used
56,412,544
4,157
Potential Hash Tag Reach
TTL Followers
TWITTER TOTALS
77,524,536 IMPRESSIONS
Includes #GoProMtnGames, RT’s & Mentions
$387,622
TWITTER ENGAGEMENT 974
ReTweets’s (VVF)
1,457
Favorites (VVF)
631
Mentions (VVF)
20,637,049
Potential Mentions Reach
Report compiled using Twitonomy & Meltwater Buzz
MARKETING | SOCIAL MEDIA
12,613 +
Engagements from Key Partner Brands
MEDIA VALUE Based on $5 CPM
15,675 ++
ENGAGEMENTS
TWITTER HIGHLIGHTS
MARKETING | SOCIAL MEDIA
WEB/SOCIAL SWEEPS & PROMOS #ULTIMATEMTNDOG | SWEEPS
2015 CONTESTS/SWEEPS
#ULTIMATEMTNKID | SWEEPS
970
1,081
248
21
30,500
9,900
Entries
Invites
VOTE FOR A NEW EVENT
MARKETING | SWEEPS & SOCIAL PROMOS
66,820 Impressions
Likes
Visits
Shares
Votes
RESEARCH HIGHLIGHTS • • • • • • • • • • • • • • • • • • • •
SURVEY CONDUCTED BY INTERCEPT INSIGHTS LLC
Total completed surveys –354 Sample size provides statistical validity with an error rate of 5.2% at a 95% confidence interval Estimated attendance –62,079 (+/-20% error level should be considered) Estimated revenue generated to the Town of Vail -$4.8M (+/-20% error level should be considered) Net Promoter Score –83 Overall Satisfaction –4.8 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) 86% of the attendees came to Vail, CO specifically for the Summer Mountain Games 62% of the attendees had attended the Summer Mountain Games in the past Average number of days attended –2.1 Favorite events –Dock Dogs and Kayaking Events One Change –Parking, and Additional F&B vendors “Word-of-mouth” and “Newspaper” were selected most when asked, “How did you hear about, and/or where did you see advertising for the Summer Mountain Games?” 79% of the attendees staying in paid lodging stayed in Vail, CO 90% are “Very” or “Extremely Likely” to return in the future 77% of the first time visitors are “Very” or “Extremely Likely” to return in the future Average nights stayed in paid lodging in Vail, CO –3.1 Average group size of those lodging in Vail, CO –3.4 Average age of respondents –38 | Average age of children under 18 –9.2 Estimated number of room nights generated by the GoPro Mountain Games –3,464 Estimated average nightly rate in Vail-$304
RESEARCH HIGHLIGHTS
POSTERS
PRINT CREATIVE
CREATIVE | PRINT
MAPS
OFFICIAL PROGRAM BOOK
CREATIVE | LOGOS & APPAREL
GROWTH HISTORY || THROUGH THE YEARS YEAR
ATHLETES
ATHLETE STARTS
SPECTATORS
MKTG IMP.
MEDIA $
2015
2,492 unique
2,876 starts
62,207
419,960,039
$2,785,498
2014
2,530 unique
3,107 starts
53,862
227,500,743
$2,862,204
2013 1st Year GoPro
2,358 unique
2,846 starts
53,579
226,513,382
$3,711,990
2012
2,550 unique
2,972 starts
43,889
389,880,937
$3,349,960
2011
2,417 unique
2,798 starts
43K – 45K
373,801,334
$6,692,684
2010
2,174 unique
2,593 starts
37K – 39K
314,090,386
$2,002,552
2009 1st Year VVF
1,952 unique
2,269 starts
40,000
165,067,323
$2,104,445
2008
1,778
N/A
35,000
120,000,000
$736,000
2007
2,008
N/A
33,000
273,523,036
$1,600,000
2006
1,447
N/A
28,000
432,887,479
$2,100,000
2005
1,031
N/A
22,0000
207,505,097
$1,994,673
2004
946
N/A
18,000
106,413,862
$1,547,812
2003
574
N/A
12,000
1,113,218
$789,000
2002
251
N/A
6,000
550,000
$250,000
EVENT HISTORY
Our sincere thanks for your ongoing support. We wish you all continued success and, in partnership with you, look forward to making the 15th edition of the GoPro Mountain Games even better!
JUNE 6-9, 2016