DEAR FRIENDS, In 2017 the GoPro Mountain Games took a notable leap forward. Saturday, June 10, was almost certainly the biggest day in Vail history – winter or summer – in terms of visitors to the Town of Vail. It is with your support and partnership that we were able to successfully draw more than 70,000 spectators and 3,300 athletes to our beautiful valley in the Rocky Mountains June 8-11. The steady, swift growth of the event is a testament to the gravitational pull of the mountains and the spirited people who inhabit them. And yet, among all the numbers, facts, and figures you will see in this report, one stands out to myself and our team here at the Vail Valley Foundation: Our 94% net promotor score – a remarkable 18% increase year-over-year. The number is no accident. Behind that score are a thousand stories of collaborative vision, creativity, and most of all hard work from our teams, and yours, to ensure the GoPro Mountain Games remain the best all-around mountain experience available anywhere in the world. We are already planning exciting improvements for 2018. Thank you for your enthusiastic participation in the GoPro Mountain Games, and please don’t hesitate to contact us should you have any questions.
MIKE IMHOF President & CEO Vail Valley Foundation
EVENT HIGHLIGHTS RECORD NUMBERS
NEW EVENTS
More athletes and event spectators than any other year.
Including Blue Buffalo Dueling Dogs, Pepi’s Face-Off, more yoga and TriggerPoint Ultimate Mountain Challenge
MUSIC AT THE AMP
UNIQUE VENUES
Three nights of FREE music at the iconic and beautiful Gerald R. Ford Amphitheater
L.L. Bean Gear Town, Volvo Adventure Village, Mountain Plaza, Dog Town, Zen Zone, the Amp and Mountain Games Food & Beer Garden
.
Home to our favorite fourlegged events: DockDogs & Dueling Dogs and an entire village of pup-friendly sponsors
Located on the vibrant fields of Ford Park next to The Amp for your yoga and disc golf pleasure.
`
Location of the world famous IFSC Climbing World Cup presented by EverBank, TriggerPoint Athlete Lounge, running events and more.
Our FREE family-friendly interactive fun zone and start for EverBank's Mountain Bike races.
AKA the Gerald R. Ford Amphitheater, one of the most beautiful outdoor music venues in the country.
Located throughout the Mountain Games footprint and the largest collection of outdoor brands, gear, SWAG, food and beer.
Located in Minturn, CO (Just 10 minutes from Vail) and the host of our NEW Mountain Masters Disc Golf course.
Ÿ mile stretch of creek near Eagle County’s oldest town, and the location of the Coors Light Steep Creek Championship.
Location of GoPro MTN Enduro, located in Eagle, CO directly off I-70, just 30 minutes from Vail.
SEE IT ALL AT: MAP.MOUNTAINGAMES.COM
EVENT AT A GLANCE 73,684 SPECTATORS (+/- 20% margin of error) 10% increase from 2016
4427 ATHLETE STARTS 14% competed in 2 or more events
3366 UNIQUE ATHLETES Including more than 200 unique dog athletes
140+ BRAND PARTNERS
$6.2M ECONOMIC IMPACT Est. revenue generated to the Town of Vail
PSYCHOGRAPHICS 66% “OUTDOOR ENTHUSIASTS”
68% SPORTS ENTHUSIASTS
53% “TRAVELER”
¼ OF ATTENDEES ATTENDED W/ A DOG
DEMOGRAPHICS Male vs. Female Average Adult Age
Athlete
Spectator
55% / 45%
58% / 42%
31
41.6
Education
75% have 4 year degree or higher
Mean HHI
60% earn more than $75K
TOP STATES OF ORIGIN 1. Colorado 2. Illinois 3. Texas 4. California 5. Utah
2017 PARTNERS
SPONSOR ACTIVATIONS
2017 GEAR TOWN EXPO SPONSORS 5-hour Energy adidas Outdoor Adventure Film School Airlounj Aksels Antlers at Vail Aquafina Sparkling Flavors Aquamira Aviator Nation Big Agnes Big Heart Big Hands BioLite Black Box Wines BLDG Active Blue Buffalo BOA Technology Bullfrog Sunscreen Camping With Dogs Centura Health Emergency & Urgent Care Chef’s Cut Real Jerky Chuck & Don’s Chums / Beyond Costal Cirque Mountain Apparel CO Institute of Massage Therapy CO Meat Company Coors LIght Costa Croakies Cytosport / Evolve
Dagger Kayaks Desert Mountain Medicine Dog is Good / Shop for Paws DT Swiss Eagle County Animal Shelter Eagle’s Nest Outfitters ECOXGEAR Elevation Outdoors EPIC Bar Epic Discovery EverBank Evolv FiveTen G-Form Gearoe Giant Factory Off Road Team Go RVing GoPro Guayaki Organic Yerba Mate Hi Fives Foundation Hi-Dow USA High Brew Coffee Honey Stinger HURTTA North America Joshua Tree Skin Care KeVita Klean Kanteen KLYMIT Komfy K9 KRAVE Jerky Kush Climbing
Kyocera KZYR Radio L.L. Bean La Sportiva LEKI LifeStraw Local Revival Massage Lume Cube Lycored Mad Rock Climbing Maltesers Matador Mattress Firm MHM Morakniv / UCO Native Eyewear Nite Ize NOLS Nuun Hydration OluKai Onewheel On-Running Osprey Packs Outside Magazine PHOOZY Princeton Tec Pruvit Products / Cardin Chiropractic Red Fox Wireless Renewal by Anderson Rhino-Rack
Rock & Ice RXBAR Slackline Industries Smart Cookie Bakery SpikeBall Sun & Ski Superfeet Süss TecLabs Tentsile Tree Tents Thrive Tribe Tito’s Handmade Vodka Trek Bikes Trek Light Gear TriggerPoint Performance Therapy TUDOR Watch VanWorks VetriScience Laboratories Vew-Do Balance Boards VibraMed Volvo Water Kids Wigwam Socks X-GLOO YETI Coolers YoColorado YouthPower365 Zoic Clothing Zuke’s
“The Mountain Games continues to be one of our favorite and premier events for our brand. Not only because it brings together a passionate community of outdoor enthusiasts that we can interact with, but also gives us an opportunity to have fun participating in the events. “
“Once again, GMG did not disappoint! Bigger than ever, 2017 proved to be another fantastic event for Go RVing to get out and introduce outdoor enthusiasts and families to some of the cool new RVs available to pursue their passions, whatever they might be.”
RICK LOUGHERY
KAREN REDFERN
S A M M O U LT O N
VP OF GLOBAL PRODUCT COMMUNICATIONS
SR. DIRECTOR MARKETING & COMMUNICATIONS
CONTENT MARKETING DIRECTOR
“The GoPro Mountain Games defines the active lifestyle. It's the kind of event that in four days manages to encapsulate everything we're about as brand, and is as much fun for families and music lovers as it is for athletes and dog owners and everyone in between.”
ATHLETES BIKE
X-Country Mountain Bike
Road Bike Time Trial
Enduro
RUN
Mountain Mud Run
Après 5K
10K Spring Run-Off
Pepi’s Face-Off
DOGS
DockDogs
Dueling Dogs
Rocky Dog Trail Run
K9 Kings
CLIMB
IFSC Climbing World Cup
KAYAK
Steep Creek Championship
Citizen’s Climbing Freestyle Kayaking
Youth Climbing
Down River Sprint
8 Ball Kayak
SUP
Down River Sprint
SUP Cross
RAFT
R2 Raft Sprint
Raft Cross
DISC SLACKLINE
Mountain Masters Disc Golf Slackline Invitational
Highline Demonstrations
FISH
2-Fly X-Stream
YOGA
Yoga Experience (daily yoga classes, AIReal yoga, kid/teen yoga
ART PHOTOGRAPHY
Mountain Click Photo Competition
FILM
Outdoor Film Series
ON-SITE ART
Art in public places
MUSIC FREE CONCERTS
Thursday, Friday and Saturday nights
MOUNTAINS EXPO/DEMO AREAS
L.L. Bean Gear Town, Volvo Adventure Village, Dog Town, Mountain Plaza Zen Zone and the Amp
ATHLETES BY EVENT BIKE
623
RAFT
126
X-Country Mountain Bike
268
Raft Cross
62
Kids FREE Mountain Bike
150
R2 Raft Sprint
64
Road Bike Time Trial
109
Enduro
246
Mountain Mud Run
510
335
Après 5K
306
Climbing World Cup
114
10K Spring Run-Off
267
Citizen’s Climbing
140
Pepi’s Face-Off
63
Youth Climbing
81
CLIMB
RUN
1146
SLACKLINE
18
STAND UP PADDLE
147
DISC
231
DOGS
674
SUP Cross
55
DockDogs
502
SUP Sprint
92
Dueling Dogs
58
Rocky Dog Trail Run
114
All Access Yoga Pass
115
89
Yoga Experience
363
173
AIReal Yoga
172
Steep Creek
38
Kid/Teen Yoga
10
Kayak Sprint
58
8 Ball Kayak
34
Kayak Freestyle
43
FISH KAYAK
YOGA
545
PHOTO
54
4427 ATHLETE STARTS 3366 UNIQUE ATHLETES
MOUNTAINS OF MUSIC
MARKETING SUMMARY 789,647,178 TOTAL IMPRESSIONS $1,477,333 TOTAL MEDIA VALUE WEBSITE+ EMAIL __________________________________________ 1,001,459 IMPRESSIONS | N/A MEDIA VALUE S OCIAL (Native posts only) __________________________________________ 5,000,000+ IMPRESSIONS | N/A MEDIA VALUE P RINT __________________________________________ 11,753,800 IMPRESSIONS | $407,380 MEDIA VALUE T V/VIDEO __________________________________________ 2,984,457 IMPRESSIONS | $135,013 MEDIA VALUE D IGITAL __________________________________________ 3,158,962 IMPRESSIONS | $43,640 MEDIA VALUE R ADIO __________________________________________ 808,500 IMPRESSIONS | $63,300 MEDIA VALUE P R __________________________________________ 764,940,000 IMPRESSIONS| $828,000 MEDIA VALUE
PR SUMMARY 764,590,000 TOTAL REACH $828,000 PUBLICITY VALUE 179 ON-SITE MEDIA 349 PLACEMENTS TOP-TIER MEDIA IN ATTENDANCE _________________________________________ Freelancer Jimmy Chin Outside Magazine Canoe & Kayak SUP Magazine Digital Trends WIRED TechCrunch Engadget Trail Runner BIKE Magazine Mashable
TechRadar Climbing Magazine Rock and Ice 9News The Denver Post Les Numeriques - France Panorama - Italy CNBC - India CBN – China Elevation Outdoors
S AMPLE COVERAGE _________________________________________ Wall Street Journal: High Intensity Beats High Mileage for One Family MSN: The Biggest Animal Stars on Social Media Fast Company: GoPro Looks to the Skies Denver Post: GoPro Mountain Games Vail Outside Magazine: Seven Tips for your Fly Fishing Game Sohu.com: 独角兽GoPro的盛世危机
TELEVISION AND VIDEO D AY 1 H I G H L I G H T S
D AY 3 H I G H L I G H T S
D AY 2 H I G H L I G H T S
16 LIVE SESSIONS
TOTAL VIDEO VIEWS
Featuring Chris Davenport, Mickey Wilson, Brian Lopes and more!
Across Facebook, YouTube, Instagram and Live Streaming.
D AY 4 H I G H L I G H T S
13 OUTSIDE TV HIGHLIGHTS
2.9M
GOPRO VIDEO O F T H E D AY
TWO
OUTSIDE TELEVISION
30 MINUTE EPISODES
Live and produced pieces from June 7 – 12 creating over one million impressions.
To air multiple times in Outside Television beginning in September.
SOCIAL MEDIA* 5 MILLION IMPRESSIONS 287,700 TOTAL ENGAGEMENTS 36.5K FOLLOWERS 4.1M IMPRESSIONS 129K+ ENGAGEMENTS 6.4K FOLLOWERS 340K IMPRESSIONS 3.7K+ ENGAGEMENTS 21.8K FOLLOWERS 432K IMPRESSIONS 155K+ ENGAGEMENTS TOP POSTS _________________________________________ @GoPro // Feb 18, 2017 – Registration On-Sale @GoPro // June 9, 2017 – Nick Troutman Steep Creek @GoPro // June 9, 2017 - @theblondeabroad @mountaingamesvail // June 10 – Kayak Freestyle @vailmtn // June 9, 2017 – 303Aerials Mountain Games // Feb 29, 2017 – Music Announcement *TOTAL IMPRESSIONS/ENGAGEMENTS DOES NOT INCLUDE PARTNER POSTING
ON-SITE INFLUENCERS
Shane Dorian World-renowned GoPro athlete and Big Wave surfer
Oliver the Traveling Pig Influencer potential who made big pig presence at the 2017 Games
Chuck Patterson Professional action sports athlete and stuntman w/ a massive following
Kathryn Budig
⠀GoPro Mountain Games Yoga Teacher & co-host of espnW’s Free Cookies Podcast
Kuma The Husky Bear
Missy Franklin
Adventure pup from Colorado with a growing social following
Five-time Olympic swimming gold medalist and GoPro athlete
Mickey Wilson
GoPro Advocacy Summit
Pro Slackliner known for his daring A-Basin Ski Lift Rescue
With over 25 major social influencers from all over the globe
WEB AND EMAIL *NEW* 532,526 PAGEVIEWS 181,938 SESSIONS 109,282 USERS 59% NEW USERS 2.9 PAGES/VISIT 2:46 AVERAGE DURATION
TOP CONTENT:
HOMEPAGE, SCHEDULE, MUSIC, “I’M A SPECTATOR”
EMAIL MARKETING $13K+ EMAIL SUBSCRIBERS 24.3% OPEN RATE 7.7% CLICK THROUGH RATE
RESEARCH HIGHLIGHTS FAVORITE EVENTS
FAVORITE ACTIVATIONS
TOP REFERRALS
DockDogs, Kayaking, Slackline
GoPro, Volvo, L.L. Bean, Coors Light
“Word-of-Mouth”, Newspaper, Facebook
2.5 AVERAGE DAYS ATTENDED
88% “VERY” OR “EXTREMELY LIKELY” TO RETURN
3.8 AVERAGE GROUP SIZE
94 NET PROMOTER SCORE (18pt increase from 2016)
31%
ATTENDED THE GAMES FOR 5+ YEARS
76%
CAME TO VAIL, CO SPECIFICALLY FOR THE GAMES
INDEX/RESOURCES WEBSITE: mountaingames.com VIDEOS: youtube.com/MountainGames PHOTOS: photos.mountaingames.com FACEBOOK: Mountain Games TWITTER: @mountaingames INSTAGRAM: @mountaingamesvail SNAPCHAT: gopromtngames JOIN OUR EMAIL LIST: http://eepurl.com/cv4k-b
THANK YOU Our sincere thank you for your ongoing support. We wish you all continued success and, in partnership with you, look forward to making the 2018 GoPro Mountain Games, June 7-10, even better! WATCH: 2018 SAVE THE DATE Dave Dressman VP, Sales & Sponsorship
PHONE
619.764.0940
ddressman@vvf.org