2013 STAKEHOLDERS REPORT
MESSAGE TO OUR PARTNERS QUICK FACTS $2,891,845
Community Economic Impact
$819,962
Value of Word of Mouth Advertising
$3,711,807
Total Economic Impact
22,070
Estimated Spectators
454,873,032
Total Marketing & PR Impressions
Dear Friends,
We are sincerely grateful for your business and partnership. The success of the Beaver Creek World Cup Race Weeks is directly attributable to the 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. 2013 was a year of many changes and we thank all of you for helping to make it a fantastic test event for the 2015 Audi FIS Alpine World Ski Championships in Vail & Beaver Creek. 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, VP Sales & Operations Vail Valley Foundation
Photo Š Kevin Krill
SPONSOR SPOTLIGHT
2013 PARTNERS
2013 CREATIVE
2013 MARKETING SUMMARY MEDIA IMPRESSIONS AND MEDIA VALUE Marketing Outlet:
Viewers/Impressions:
Domestic Television
5,784,380
Media Value:
$17,172,602
International Television
350,990,000
Print Advertising
3,657,000
$53,084
Public Relations
74,387,564
$3,538,604
Website & Social
9,925,631
$54,548
704,161
$12,643
Total Marketing & PR Impressions
Online Videos
322,951
$3,863
$20,899,374
Radio Advertising
243,950
$25,228
TV Advertising
607,062
$11,624
Digital Advertising
8,250,333
$27,178
454,873,032
Total Media Value
TELEVISION SUMMARY DOMESTIC TELEVISION Broadcast
Network
Rating
TTL Cumulative Viewers
Men’s Super G
NBCSN
.5
1,197,000
Men’s Super G
NBC
.52
1,244,880
Men’s Downhill
NBC
.62
1,484,280
Men’s GS
NBCSN
.03
350,000
Ladies’ DH
NBC
.5
1,197,000
Ladies’ SG
NBCSN
.08
191,520
Ladies’ GS
NBCSN
.05
119,700
TOTALS:
5,784,380
INTERNATIONAL TELEVISION Ladies’ DH
Varies By Country
Varies By Country
43.14M
Ladies’ SG
Varies By Country
Varies By Country
37.94M
Ladies’ GS
Varies By Country
Varies By Country
75.48M
Men’s DH
Varies By Country
Varies By Country
55.46M
Men’s SG
Varies By Country
Varies By Country
72.40M
Men’s GS
Varies By Country
Varies By Country
66.57M
TOTALS:
350.99 Million
$17,172,602
Estimated Broadcast Media Value
356,774,380
Total Marketing Impressions
TV SUMMARY: LADIES’ DH
1,197,000
Ladies’ DH US Television Viewers
43.14M
Ladies’ DH Intl. Television Viewers
TV SUMMARY: LADIES’ SG
191,520
Ladies’ SG US Television Viewers
37.94M
Ladies’ SG Intl. Television Viewers
TV SUMMARY: LADIES’ GS
119,700
Ladies’ GS US Television Viewers
75.48M
Ladies’ GS Intl. Television Viewers
TV SUMMARY: MEN’S DH
1,197,000
Men’s DH US Television Viewers
55.46M
Men’s GS Intl. Television Viewers
TV SUMMARY: MEN’S SG
2,441,880
Men’s SG US Television Viewers
74.40M
Men’s SG Intl. Television Viewers
TV SUMMARY: MEN’S GS
350,000
Men’s GS US Television Viewers
66.57M
Men’s GS Intl. Television Viewers
DIGITAL ADVERTISING $27,178
Digital Advertising Media Value
DIGITAL IMPRESSIONS AND MEDIA VALUE Outlet:
Impressions:
Media Value:
Denver Post: Targeting sports & Broncos
254,224
$4,327
Denver Post: Snow Report
5,319,396
$7,270
Denver Post: AdTaxi PPC
140,699
$1,970
Denver Post: AdTaxi Tablet
111,269
$1,892
Denver Post: AdTaxi Mobile
746,475
$1,137
Denver Post iPad App
47,334
$1,000
Denver Post iPhone App
18,745
$300
ClearChannel KBCO Denver
640,665
$3,843
Mile High Sports
20,000
$1,500
Yahoo! PPC
80,539
$1,369
Google PPC
209,163
$800
Facebook Ads, Promoted Posts/Stories
661,824
$1,768
8,250,333
Digital Advertising Impressions
9,805 Clicks
EMAIL & TV ADVERTISING
$24,267
Email & TV Media Value
1,311,223
Email & TV Impressions Email Sender
Impressions
Media Value
9,063
$500
OpenSnow (x5)
168,098
$4,330
ClearChannel KBCO
86,000
$2,313
OnTheSnow (x2)
350,000
$3000
Beaver Creek Mountain (x3)
91,000
$2,500
Vail Valley Foundation (x3)
Totals:
704,161
$12,643
TV IMPRESSIONS AND MEDIA VALUE Outlet:
Impr/Circulation:
Media Value:
TV8 Vail Event Promos/Interviews
25,000
$1,500
TV8 Vail Event Coverage
25,000
$1,500
Comcast
557,062
$8,264
Totals:
607,062
$11,624
PRINT & RADIO ADVERTISING $53,084
PRINT MEDIA IMPRESSIONS AND MEDIA VALUE
Print Media Value
Outlet:
3,657,000
Print Advertising Impressions
$25,228
Radio Media Value
243,950
Radio Impressions
Impr/Circulation:
Media Value:
Slifer Smith & Frampton (x4)
88,000
$6,000
Vail Daily: Schedule Ad (x22)
814,000
$32,670
Daily Weekly: Schedule Ad (x6)
90,000
$1,110
SRD Catalog: Schedule Ad (x1)
Unknown
No Value Assigned
WC Ski Guide: Schedule Ad (x1)
Unknown
No Value Assigned
Event Posters
6,000
$500
Mini Schedules
8,000
$2,000
2,600,000
$9,304
Denver Post (2)
RADIO IMPRESSIONS AND MEDIA VALUE Outlet:
Impr/Circulation:
Media Value:
ClearChannel KBCO Denver
189,750
$6,214
KZYR Liners (:60, :90, :15))
20,000
$10,714
KZYR Art Contest
10,000
$1,500
KZYR Spectators Guides (:90) – 30 ttl
10,000
$1,800
KZYR Fantasy Downhill
10,000
$2,000
KZYR Live Race Coverage
20,000
$6,000
Mile High Sports KCKK Denver
4,200
$800
PUBLIC RELATIONS SUMMARY
269
Accredited Media Members
122
Unique Media Outlets
242
Media Placements
78,387,564
Potential PR Impressions
$3,538,604
Earned PR Media Value * Impressions & media value calculated by Meltwater
PR HIGHLIGHTS
WEB & SOCIAL SUMMARY 106,949
Website Page Views
9,925,631
Total Social Media Impressions
$54,548
Total Web & Social Media Value
91,862
Total Social Media Engagements
4,726,749
4,875,931
322,951
Facebook Impressions
Twitter Impressions
Video Views
$23,633
Facebook Media Value
$24,379
Twitter Media Value
$3,863
Video Media Value
83,164
8,289
409
Facebook Engagements
Twitter Engagements
Video Engagements
Likes/Comments/Shares
RT/Favorite/Mentions/#
Likes/Comments
7,874
662
New Page Likes
w/Official Hash tag
ONLINE VIDEOS & TV ADVERTISING
YouTube Video Views 2013
63,147
2012
21,930
2011
37,400
2010
30,408
2009
25,969
2008
74,973
2007
69,121
Total New Video Views
322,951
322,951
YouTube Video Views
Television Advertising TV CHANNEL
RUN
UNITS
Denver Interconnect through Comcast
11/20 – 12/7
:30 Spot 110 ttl. Units
NFL Network Discovery ESPN2 FX HLN National Geographic Spike TV Travel Channel Fox Sports 1
$3,863
YouTube Media Value
557,062
TV Advertising Impressions
$8,624
TV Advertising Media Value
RESEARCH HIGHLIGHTS • • • • • • • • •
• • • • • • • • •
Estimated attendance: 22,070 Sample size: 180 In-person Intercepts 93% of the respondents came to Beaver Creek specifically for the BOP 75% were returning guests to the BOP Intent to Return – 86% rated “Very” or Extremely Likely” Net Promoter Score – 78 Overall Satisfaction – 4.7 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) One Change – Skier/rider access “Word-of-mouth” (64%) was selected most, and “Newspaper” second (17%) when asked “How did you hear about, and/or where did you see advertising for the BOP this year?” Estimated revenue generation - $2.9M(+/- 20%) 37% were locals, 60% were overnight visitors (visiting BC specifically for BOP) Average nights stayed in paid lodging in Beaver Creek – 4.7 Average group size – 3.7 **Average age – 44 (No one under 18 is surveyed. When kids are factored, avg. age is 37) Estimated number of room nights generated by the BOP – 3,296 Estimated average nightly rate in Beaver Creek - $227 Line of business – Ski/snowboard industry Lifestyle categories – Outdoor enthusiast, Sports enthusiast, Health and fitness
THANK YOU
Thank you for helping make the 2013 Beaver Creek World Cup Race Week a success. We look forward to seeing you for men’s races in December 2014, and the 2015 FIS Alpine World Ski Championships February 2-15, 2015!