DEAR FRIENDS, If you were at the GoPro Mountain Games on Saturday this past June, you were seeing the height of action in Vail, and could not help but observe the smiling faces of thousands of people enjoying this extraordinary gathering of mountain athletes, families, brands, spectators, entertainers and artists. With more than 80,000 spectators, 13 different mountain sports disciplines, 30+ events, three nights of free concerts, and more than 140 sponsors, the GoPro Mountain Games have become the best all-around mountain lifestyle experience available anywhere in the world. In this stakeholder’s report, you will find the numbers and data that illustrate the continued growth of this event as well as its incredible potential: From our 98% Overall Satisfaction rating, to our $6.2 million Economic Impact, to our millions of worldwide traditional and social media impressions. However, it is in the moments observing the people at the GoPro Mountain Games – the faces of the athletes and spectators as they experience everything that this beloved project has to offer – that you truly begin to understand just how special this event is, just how well it connects to people of all ages who come to take part, and just how promising a future we can expect for this one-of-a-kind event. Thank you for all you to do make this event a reality – and we look forward to working with you in 2019, and for many years to come. Sincerely,
MIKE IMHOF President and CEO of the Vail Valley Foundation
2018 EVENT HIGHLIGHTS RECORD NUMBERS More athletes and event spectators than any other year.
LIVE STUDIO 24 Outside Television interviews at the Go RVing studio
NEW EVENTS GoPro BMX Races, Costa Fly Tying, Whole30 Dinner Experience
UNIQUE VENUES Six unique venues hosting the largest Mountain Games audience to date
The largest collection of outdoor brands, gear, SWAG, and Pacifico Beer Garden’s food, beverages, and live music
Home to our favorite four-legged events: DockDogs & Dueling Dogs and an entire village of pup-friendly sponsors
Our FREE family-friendly interactive fun zone, event registration, and the start for TIAA Bank’s Mountain Bike races
OFF-SITE EVENTS Located on the vibrant fields of Ford Park and includes the iconic Gerald R. Ford Amphitheater
Location of the world famous IFSC Climbing World Cup presented by TIAA Bank and all our running events
Multiple 2018 events took place throughout the Vail Valley including Eagle, Wolcott, Eagle-Vail, and Gypsum
EVENT AT-A-GLANCE 8 0 , 6 7 2 S P E C TAT O R S 10% more than in 2017
3 1 8 6 U N I Q U E AT H L E T E S 4503 total athlete starts
1 4 0 + B R A N D PA R T N E R S More than any other year
$ 6 . 2 M E C O N O M I C I M PA C T
Estimated revenue generated to the Town of Vail
TO P C AT E G O R I E S : O U T D O O R E N T H U S I A S T, TRAVELER, SPORTS ENTHUSIAST 3 3 % M A R R I E D W / A F A M I LY 57% OWN A DOG
DEMOGRAPHICS ATHLETE
SPECTATOR
59% / 41%
54% / 46%
Average Adult Age
31
43.5
Education
81% have 4 year degree or higher
Mean HHI
50% earn more than $100K
Male vs. Female
TOP STATES OF ORIGIN
70% COLORADO / 30% OUT OF STATE
1. Colorado 2. Illinois 3. Texas 4. California 5. Utah
RESEARCH HIGHLIGHTS 84 NET PROMOTER SCORE
11,781 BEERS SOLD
4 . 7 S AT I S FA C T I O N R AT E ( O U T O F 5 )
AV E R A G E G R O U P S I Z E : 3
2 . 2 A V G . # O F D AY S AT T E N D E D
A V G . # N I G H T S I N LO D G I N G : 3 . 3
6 1 % H A V E AT T E N D E D I N T H E PA S T
5 , 5 5 7 R O O M N I G H T S G E N E R AT E D
8 5 % L I K E LY / V E R Y L I K E LY T O R E T U R N
1.1 BILLION MARKETING IMPRESSIONS
FA V O R I T E E V E N T S : D O C K D O G S , WORLD CUP CLIMBING, K AYA K I N G , S L A C K L I N E
TOP REFERRALS: WORD-OFM O U T H , N E W S PA P E R , P O S T E R , SPONSORS, SOCIAL MEDIA
MOUNTAINS OF MUSIC 3 NIGHTS OF FREE C O N C E R T S AT T H E GERALD R. FORD A M P H I T H E ATE R GONDOLA SESSIONS W / T H E P L AY I N G FOR CHANGE BAND D A I LY L I V E M U S I C AT PA C I F I C O F O O D AND BEER GARDEN
2018 PARTNERS
“The Mountain Games continue to be a pivotal partnership for GoPro. The event allows us to put the GoPro Brand on full display to an extremely attractive demographic of active consumers while activating across multiple GoPro departments. Our partnership with the Vail Valley Foundation is our longest running sponsorship and we are excited to keep the GoPro Mountain Games at the forefront of Mountain Sports and Outdoor lifestyle.”
“L.L.Bean is dedicated to helping people get outside and enjoying the outdoors, whether it’s on the trail, on the water, or in the backyard. We love participating in the GoPro Mountain Games because the event encourages everyone to get outdoors, from families and dogs to professional athletes and everyday heroes. L.L.Bean is proud to be the Official Apparel Partner of the Vail Valley Foundation by providing activewear for athletes, volunteers, and staff. It’s an outstanding opportunity for our brand and and always a great event.”
TODD BALLARD VP Global Marketing
KAYLA QUINT Partnership Marketing Specialist
“GoPro Mountain Games is a great fit for Nature Valley and our consumers. Nature Valley inspires people to get outside and experience nature’s energy, which we love see coming to life in big and small ways during the games. We love to see all types of people coming together and experiencing the outdoors in this beautiful setting.”
“We thoroughly enjoyed our first year as the exclusive timepiece and timing sponsor at the GoPro Mountain Games. The event exceeded our expectations in both consumer traffic and sales, and we loved meeting with and celebrating the community of athletes and fans that the Mountain Games are known for. We look forward to continuing our partnership with VVF for years to come.”
“Blue Buffalo has been a sponsor of the GoPro Mountain Games for 4 years and the event continues to exceed our expectations year in and year out. Being able to connect with a passionate group of dog lovers who double as outdoor enthusiasts is the perfect recipe for our brand and helps position Blue Buffalo as a category leader. The content, imagery, sampling program and engagement that stems from our time in Vail each year makes the Mountain Games a can’t miss event.”
HOLLY BENIEK Sr. Marketing Associate, General Mills
TYLER STANULONIS Marketing Support Manager, Timepiece Division
MIKE SINGH Event Manager
2018 EXPO SPONSORS Adidas Outdoor / Five Ten Airlounj Aksels aTana Aviator Nation Backyard Soda Co Bang Energy Drink Bearded Goat: BDGT Big Agnes BLDG Active Blue-9 Pet Products Blue Buffalo BOA Technology Inc. Bosch eBike Systems Brew Dr. Kombucha BullFrog Sunscreen Casio Chums / Beyond Coastal Chuck & Don’s Pet Food & Supplies Camping with Dogs Cirque Mountain Apparel ClimbStuff Colorado Air National Guard Comcast/Xfinity Costa Costco Wholesale Croakies Double Dog Dog Is Good Earebel ECO Trails Elevation Outdoors ENO Hammocks
Enterprises EP Climbing Walls Epic Discovery Epic Pass Escape Campervans Evolved Motion FitPaws Four Wheel Campers Funk Cycles GEAR AID Geigerrig GlycoFlex® GMC GoPro Gorsuch Sport Performance Go RVing Guayaki Yerba Mate High Brew Coffee HiDow High Fives Foundation Honey Stinger Hurtta HydraPak Isopure Kailas Climbing Kammok KeVita Klean Kanteen Klymit Kodiak Cakes Komfy K9 KZYR La Sportiva L.L.Bean
Local Honey Designs Lorissa’s Kitchen Lycored Mad Rock Maroon Bell Outdoor® Matador Maven Outdoor Equipment Company Mountain Plains All American Pet Treats Nature Valley Nexgrill Nite Ize NOLS nuun hydration OluKai On Running Onewheel Osprey Packs Outside TV Pet Mate Pet Releaf Pickles the Pig PlushGrass Popticals PRÜVIT KETO//OS Red Rock Deli REBBL Renewal by Anderson Rex Specs Rite in the Rain Rock and Ice Ryno Power Smartwool
Spikeball SPOT State Farm Stranahan’s Colorado Whiskey Stunt Puppy TecLabs Tentsile Tree Tents Tepui Tents ThePureBag™ The Canine Experience TIAA Bank Tin Cup Whiskey Tito’s Handmade Vodka Topo Chico Topo Designs Town of Vail Trail Runner Trek Bikes Vail Avalanche Rescue Dogs Vail Resorts VanWorks Vita Coco WaveMakers Western State Colorado University Wilcor Outdoors Wild Tonic Wilderdog Winnebago World Class Academy Woodbridge Yakima Racks YETI YoColorado
2018
SPONSOR ACTIVATIONS CLICK HERE for more photos
ATHLETES BIKE
X-Country Mountain Bike
Road Bike Time Trial
MTN Enduro
BMX Pro-Am Open
BMX Standard Double Points
RUN
Mountain Mud Run
Après 5K
10K Spring Run-Off
Pepi’s Face-Off
DOGS
DockDogs
Dueling Dogs
Rocky Dog Trail Run
Canine Experience
CLIMB
IFSC Climbing World Cup
KAYAK
Citizen’s Climbing Kayak Freestyle
Oh Chute Kayak Challenge
Youth Climbing Down River Sprint
8-Ball Kayak Sprint
SUP
Down River Sprint
SUP Cross
RAFT
R2 Raft Sprint
Raft Cross Mountain Masters Disc Golf
DISC SLACKLINE FISH
Slackline Invitational
Highline Demonstrations
2-Fly X-Stream
Fly Tying Yoga Experience (daily yoga classes, kid/teen yoga)
YOGA
ART Mountain Click Photo Competition
PHOTOGRAPHY
Outdoor Film Series
FILM
Art in public places, Dog Caricatures
ON-SITE ART
MUSIC MOUNTAINS OF MUSIC
Free nightly concerts at the Amp
Live music at Checkpoint Charlie
Silent Disco
MOUNTAINS EXPO/DEMO AREAS
L.L.Bean Gear Town, Go RVing Dog Town, Nature Valley Adventure Village, Klean Kanteen Zen Zone, Mountain Plaza
ATHLETES BY EVENT
BIKE
ATHLETES BY EVENT RUN
1241
770
FISH
98
X-Country Mountain Bike
267
2 Fly X-Stream
87
Mountain Mud Run
549
Kids FREE Mountain Bike
200
Fly Tying
11
Après 5K
349
Road Bike Time Trial
95
KAYAK
191
10K Spring Run-Off
274
MTN Enduro
154
Oh Chute Challenge
41
Pepi’s Face-Off
69
BMX Races
54
Kayak Sprint
80
WHOLE30 DINNER
42
385
8-Ball Kayak
32
YOGA
311
IFSC World Cup
149
Kayak Freestyle
38
Citizen’s Climbing
155
RAFT
Youth Climbing
81
Raft Cross
60 60
CLIMB
120
DISC
185
R2 Raft Sprint
DOGS
959
SUP
DockDogs
603
SUP Cross
46
Dueling Dogs
246
SUP Sprint
81
Rocky Dog Trail Run
110
SLACKLINE
17
127
All Access Yoga Pass
62
Individual Yoga Classes
236
Kid/Teen Yoga
13
PHOTO
57
WHOLE30 DINNER
4 5 0 3 T O TA L R E G I S T R A T I O N S 10% more than in 2017 3 1 8 6 U N I Q U E AT H L E T E S 431 REGISTERED FOR MORE THAN ONE EVENT
MARKETING & PR SUMMARY 1 . 1 B I L L I O N TO TA L I M P R E S S I O N S $ 1 . 2 M I L L I O N M E D I A VA L U E
PUBLIC RELATIONS 1 . 1 B I L L I O N TO TA L R E A C H $ 7 7 4 , 4 0 5 P U B L I C I T Y VA L U E 394 PLACEMENTS 172 ON-SITE MEDIA
TOP EDITORIAL COVERAGE:
Outside Magazine GQ Magazine FOX News Channel WTVM Southeastern News Network
T O P - T I E R M E D I A I N AT T E N D A N C E :
PRINT 3,270,800 IMPRESSIONS $ 3 2 8 , 4 1 5 M E D I A VA L U E 2 4 N AT I O N W I D E A D P L A C E M E N T S
DIGITAL 4,041,520 IMPRESSIONS $ 4 7 , 9 7 0 M E D I A VA L U E
EMAIL 310,370 IMPRESSIONS $ 2 8 , 9 4 1 M E D I A VA L U E 14,670 EMAIL SUBSCRIBERS 2 8 . 1 % O P E N R AT E 5 . 3 % C L I C K - T H R O U G H - R AT E
SOCIAL MEDIA 3 6 , 8 4 1 F O L LO W E R S 1,928,584 ORGANIC IMPRESSIONS 9,416 ENGAGEMENTS 6 , 3 3 6 F O L LO W E R S 290,080 ORGANIC IMPRESSIONS 4,281 ENGAGEMENTS 2 3 , 7 0 0 F O L LO W E R S 1,015,863 ORGANIC IMPRESSIONS 25,369 ENGAGEMENTS PAID: 240,338 IMPRESSIONS | 20,403 ENGAGEMENTS
TO P P O S T S O F 2 0 1 8
P L AY I NG F O R C H A N G E B A N D G O N D O L A S E S S I O N DOCKDOGS + DUELING DOGS PHOTO ALBUM “THE STOKE IS HIGH” 8-BALL POV
INFLUENCERS
Pickles the Pig
Jacob Moon
Melissa Hartwig
The surfing, painting, mud running, pot-bellied pig
Freelance mountain photographer and family-man
Andrew Muse
Heather Larsen
The Canine Experience
Athlete, photographer, director, and owner of @kickerdogmuse
Pro highline and longline slacker and long-time Mountain Gamer
54.6K+ Followers
81.8K+ Followers
475K+ Followers
33.9K+ Followers
320K+ Followers
Tyler Eifert
73.5K+ Followers
Playing for Change Band
Co-creator of Whole30 and New York Times best-selling author
NFL tight end for the Cincinnati Bengals
Joining some of the best musicians from all over the world
12.4K Followers
Amy Purdy
275K Instagram Followers
Nick Cummins
Pack of 10 rescue dogs traveling the country full-time in an RV
Paralympic medalist and co-host of our Outside TV broadcasts
Professional rugby player a.k.a. the “Honey Badger�
704K+ Followers
280K+ Followers
VIDEO 2 , 8 8 9 , 5 4 8 TO TA L V I D E O V I E W S $ 2 1 , 9 6 0 M E D I A VA L U E 3531 ONLINE VIDEO ENGAGEMENTS 3 0 + U N I Q U E V I D E O S C R E AT E D
TELEVISION T H E G O P R O M O U N TA I N G A M E S T V S H O W W I L L A I R O N T U E S D AY, S E P T. 4 T H @ 8 P M E S T O N O U T S I D E T V 6 LIVE SEGMENTS AND 18 FORMAL INTERVIEWS F R O M T H E * N E W * G O R V I N G S T U D I O F E AT U R I N G H O S T S C H R I S D AV E N P O R T & A M Y P U R D Y 12 PRODUCED PIECES FROM OUTSIDE TV CLICK HERE TO VIEW ALL 2018 VIDEOS
WEBSITE 454,938 IMPRESSIONS 107,078 USERS 41.6% NEW USERS 2 . 5 5 PA G E S / V I S I T 2 : 6 6 AV E R A G E D U R AT I O N TO P C O N T E N T: EVENT SCHEDULE M O U N TA I N S O F M U S I C “ I ’ M A S P E C TATO R ” 66,410 ONLINE MAP VIEWS
THANK YOU! Our sincere thank you for your ongoing support and a special thanks to our partners at the Town of Vail, Vail Resorts, and the U.S. Forest Service for graciously hosting the GoPro Mountain Games in their backyard. We wish you all continued success and, in partnership with you, look forward to making the 2019 GoPro Mountain Games, June 6-9, even better! DAVE DRESSMAN VP of Sales & Sponsorship 619.764.0940 ddressman@vvf.org WATCH OUR 2019 SAVE THE DATE VIDEO
Official Mountain Games photos taken by: Dan Davis, Rick Lohre, ShowLove Media, Zach Mahone, and Logan Robertson