2013 STAKEHOLDERS REPORT
MESSAGE TO OUR PARTNERS 2013 STRENGTHS:
Dear Friends, We are sincerely grateful for your business and partnership. The success of the GoPro Mountain Games is directly attributable to 80+ 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.
GoPro as new title partner.
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 the most well attended Mountain Games to date.
Expanded national television package with three unique shows on NBC Sports Network and multiple re-airings on Universal Sports (x9 minimum) and Outside Television (x9 minimum).
Secured multiple top tier public relations placements including CNET, Spike TV, Outside Magazine, Gizmodo, GrindTV and others. Elevated Slopestyle and Slackline events. Slopestyle as an FMB Silver event and the 2013 World Championships of Slackline in addition to the return of the only World Cup Bouldering event in the United States. Continued growth for social media properties including Facebook, Instagram and Twitter. 467K ++ engagements across multiple platforms via the Mountain Games and our family of partners. Dogs. Increased participation in all DockDogs events and high social engagement for all things four legged.
LOOKING TO THE FUTURE:
Expanded music/artists and more integration of music throughout the event. 2013 acts left a bit to be desired (GROUPLOVE cancelled). Disparate location in Golden Peak East for IFSC Bouldering World Cup and fly fishing. An increased focus on out of market and international attendees and competitors. Capitalizing on high-value TV events/tailoring current events for a TV audience.
Photo Š Zach Mahone
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
QUICK FACTS ATHLETE REGISTRATIONS
2,358 Unique Athlete Registrations 2,846 Total Competition Starts
VAIL ECONOMIC IMPACT $4.7M
Estimated revenue generated to the Town of Vail
SPECTATORS
53,579 (+22% over 2012)
83 Brand Partners
(Not including Lodging or Media)
MARKETING IMPRESSIONS 226,513,382
PR IMPRESSIONS 183,275,558
TELEVISION 594,000,000 Potential US HH Reach
528,000 Estimated viewers
Photo Š Zach Mahone
2013 PARTNERS
EVENTS BY THE NUMBERS ATHLETES BY EVENT GMG EVENT: BIKE (Com bined) Slopestyle XC MTB (All) Road Bike TT (All)
CLIMB (Com bined) Bouldering WC Citizen Climbing Youth Climbing
DOGS (Com bined) Speed Retrieve Extreme Vertical Big Air Rocky Dog Mud Run
FISH 2 Fly X-Stream KAYAK (Com bined) Steep Creek Freestyle 8 Ball DR Sprint
RAFT Cross SLACKLINE WC SUP (Com bined) SUP Sprint SUP Cross
ULTIMATE MTN CH. RUN (Com bined) 10K Spring Runoff Mud Run 1/2 Marathon
PHOTO COMP
REGISTERED ATHLETES 607 55 471 135
280 85 121 74
489 352 63 74
60 191 45 45 42 59
48 34 92 55 37
53 952 327 492 133
60
THROUGH THE YEARS
WEBSITE VISITS 12,700 2,485 6,995 3,220
7,483 5,176 1,423 748
YEAR
ATHLETES
SPECTATORS
MKTG IMP.
MEDIA $
2013
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
1,952 unique 2,269 starts
40,000
165,067,323
$2,104,445
2008
1,778
35,000
120,000,000
$736,000
2007
2,008
33,000
273,523,036
$1,600,000
2006
1,447
28,000
432,887,479
$2,100,000
2005
1,031
22,0000
207,505,097
$1,994,673
2004
946
18,000
106,413,862
$1,547,812
2003
574
12,000
1,113,218
$789K
2002
251
6,000
550K
$250K
10,576 1,117 684 2,225 2,130 4,420
1,713 5,935 2,338 1,175 1,161 1,261
865 3,647 1,999 1,317 682
4,089 11,970 4,289 4,420 3,261
1,672
1st Year VVF
MARKETING SUMMARY
IMPRESSIONS
MEDIA VALUE
260,164
N/A
Social
15,453,967
$78,908
9,063,436
$609,330
TV Advertising
796,889
$20,173
Public Relations
183,275,558
$2,651,091
5,451,273
$62,950
735,347
$9,316
8,072,312
$19,572
Radio
2,876,436
$88,250
528,000
$172,400
Website
226,513,382 Marketing Impressions
$3,711,990 TTL Media Value
Digital Mobile App
TV Show(s) Photo Š Zach Mahone
2013 CREATIVE Mobile Website:
Digital Creative (Static):
Website:
Program Book:
Venue Signage: Printed Venue Map: Final Creative/Poster:
Remnant Space Photo Creative:
Event Credentials: Official Event Sticker:
Preliminary Print Creative:
TELEVISION SUMMARY 594,000,000
Potential US HH Reach
528,000 *
Estimate viewers
$ 172,000 Media Value
* Does not include Outside TV distribution or DVR/recorded viewership.
2013 BREAKDOWN 3 Hours NBC Sports Network: Three unique one-hour shows broadcast nationally on 6/23/13, 7/02/13 & 7/09/13 to 78MM potential U.S. households each broadcast. Universal Sports Re-Airings: Each unique one-hour show (x3) to be re-broadcast on Universal Sports Network nationally no less than three times to 40MM potential U.S. households. Outside Television Re-Airings: Each unique one-hour show (x3) to be re-broadcast on Outside Television nationally no less than three times.
Photo Š Zach Mahone
PRINT ADVERTISING PUB
Combined Audience
$609,330 Print Value
(No print value assigned for Eddie Bauer Summer Resource Catalogue)
Photo © Connor Walberg
DATES
CREATIVE/NOTES
Outside Magazine
6
Apr., May, Buyers Guide, Jun., Oct.
Full Page 4C
Eddie Bauer Catalogue
1
Summer Resource
Double Truck 4C
Colorado Event Guidebook
1
Summer Guide
Full Page 4C/Back Cover
Canoe & Kayak
2
Feb/Beginners Guide, May
Full Page 4C
Elevation Outdoors
1
May
Full Page 4C
Competitor Magazine
2
Keeper, May Issues
½ Page 4C
SUP Magazine
1
April Beginners Guide
Full Page 4C
Trail Runner
1
May
¼ Page 4C
Red Bulletin
1
May
Full Page 4C
* Includes Eukanuba Advertorial
9,063,436
FREQ
NEWSPAPER Denver Post
4
May 22, 27, 30 June 4
3 columns (5.5) x 7 4C & ¼ Page 4C
Vail Daily
1
Insertion June 2
Official Event Program
Vail Daily
62
April-June Daily
Full Page 4C, 2/3 Page 4C & Remnant 4C
Westword
1
May 30
¼ Page
DIGITAL ADVERTISING
WEBSITE Competitor.com Rocknroll.competitor.com
RUN DATES March-May April-May
Triathalete.com
May
Denverpost.com
May – June
Adtaxi targeting sports & travel; DP web apps, iPad app + interstitials MountainFlyer.com
IMP.
821,000
Impressions 818,506
30,000
May
N/A
Westword.com
May/June
60,000
VitalMTB.com
May/June
149,607
Pandora
May-June
631,467
MTBR.com
April-May
308,002
March-June
114,349
May-June
54,970
May – June
708,000
May-June
25,000
May – June
1,200,000
Google Display Network
May-June
103,254
Facebook Ads
Feb – July
427,118
MountainBuzz.com ClearChannel/93.3 Denver MountainOnline.com GearJunkie.com VLMD Display & Paid Search
Photo © Connor Walberg
$62,950 Media Value
April-May
Rockandice.com
5,451,273
13,982
Clicks (2.02% avg. CTR)
RADIO ADVERTISING 2,876,436
Combined Audience
$88,250 Media Value
RADIO STATION
DATES
QUANTITY/FREQUENCY
KZYR 97.7fm
May - June
45 athlete/sponsor interviews 126 :60 spots 50 :30 spots 150 :15 spots
KSNO
May – June
84 :30 spots
KBCR FM
May – June
84 :30 spots
KBCR AM (ESPN)
May – June
84 :30 spots
KALC 105.9fm
May – June
25 live mentions/giveaways 10 recorded mentions/spots
Vail Valley (The Zephyr)
Aspen
Steamboat Springs Steamboat Springs
Denver (Alice 105.9) KTCL 93.3fm
Denver (ClearChannel)
*Bud Light GMG Promos
May – June
200 promotional mentions 36 :30 spots 54 :30 streaming spots
* + Eddie Bauer in-store promos
Photo © Zach Mahone
EMAIL BLASTS 8,072,312 Impressions
$19,572 Media Value
76,883 Clicks
SENDER MG/VVF Database
Feb –May 2012 x13
Eddie Bauer
May, June, July May
USA Climbing Westword Events Blast
Photo © Zach Mahone
DATE
May x1
Elevation Outdoors
May/June x5
Trail Runner
May x2
MTBR.com
May
93.3 KTCL/ClearChannel
June
Mountain Magazine
June
Slifer Smith & Frampton
June
Freestyle Mtn. Bike World Ture Vail Epic Pass
May May/June
QUICK FACTS
24.4% Avg. Open Rate 5.08% Avg. CTR
TV ADVERTISING
TV CHANNEL
RUN
UNITS
Denver Interconnect through Comcast
May - June
:30
Channel 4 CBS Denver
May-June
:30
May – June
120 live mentions
Discovery ESPN 2 ESPN MTV NBC Sports National Geographic Travel Channel Green Network Spike TV Altitude
796,889 Impressions
$20,173
VLMD Buy
TV 8 Vail
Media Value
16 “Good Morning Vail” live interviews :30 Outside TV
May - June
:30
* Significant decreases over 2012 due to the inability to re-air “Teva Mountain Games” 2012 one hour broadcast
Photo © Rick Lohre
PR SUMMARY 403
Media Placements
183,275,558
Impressions Earned
$2,651,091
Media Value
*Report prepared by Backbone Media with Cision
HOSTED MEDIA GoPro Media Fam • • • • • • • • • • • • • • Photo © Zach Mahone
Gizmodo Outdoor Photographer Digital Photo Pro Grind Media SUP Clubic.com Pocket-Lint MSN Elevation Outdoors Backpacker Women’s/Men’s Health GeekMom.com GearJunkie.com Vail Daily
VVF Hosted Media • • • • • • • • • • •
Paddling Life Mountain Flyer Gear Patrol Gear Junkie Competitor Outside Magazine Mountain Magazine Velo News Women’s Running Spike TV Louder Than Eleven
PR BY THE NUMBERS Coverage Breakdown
264 Media Credential Applications Requested (190 picked up)
94 Photo/Video Armbands Designated (77 picked up)
Photo Š Zach Mahone
Report prepared by Backbone M edia w ith Cision
PR HIGHLIGHTS
Outlet: Outside Magazine Date: Summer 2013 Featured: GoPro Mountain Games
Outlet: Cnet.com Date: June 20, 2013 Featured: GoPro Mountain Games “It's safe to say that our expectations of the GoPro Mountain Games, and the entirety of Vail Colorado, were greatly exceeded.”
“One of the coolest things about the games(in addition to the parties, concerts, and films) is that everybody, from elite pros like Olympic slalom kayaker Mike Dawson and five-time Bouldering World Cup champion Kilian Fischhuber to wannabes like us, competes side-by-side.”
Outlet: Gizmodo Date: June 12, 2013 Featured: GoPro Mountain Games Gizmodo.com previewed GoPro’s new software while at the 2013 Summer Mountain Games.
Outlet: Grind TV Date: June 12, 2013 Featured: GoPro Mountain Games "Some of the world's best creek paddlers, rock climbers, and mountain bikers headed to Vail, Colorado for the annual GoPro Mountain Games."
Outlet: SpikeTV.com Date: June 16, 2013 Featured: GoPro Mountain Games Dhani Jones and the SpikeTV crew featured several GoPro Mountain Games events and interviewed multiple athletes in Vail.
Outlet: Outside Online Date: June 4, 2013 Featured: GoPro Mountain Games Bike Events “I really enjoy racing on courses that are really good and events that are really high quality,” Jeremy Hogan-Kobelski on the Mountain Games.
*Report prepared by Backbone M edia w ith Cision
WEBSITE AT A GLANCE
2013 WEB STATS February 15 – July 11, 2013 114,075 Site Visits 71,712 Unique
260,164
Page Views
60.30%
New Visitors
2:42
Avg. Time
Event Snapshot 6/3 – 6/10/13 32,427
Site Visits 20,797 Unique
90,294
Page Views
52.60%
New Visitors
3:32
Avg. Time
2013 TOP WEBSITE CONTENT February 15 – July 11, 2013 Top Content Schedule Results Register XC Mtn. Bike Bouldering WC Mud Run 10K UMC
Top Markets Colorado California Washington Texas New York Utah Illinois Oregon
Shares Top Outlets Twitter Facebook Email Tumblr
Visits From Social 8,439 Top Social Outlets Facebook (88%) Twitter (9%) Blogger (.59%) Flickr (.58%) YouTube (.19%)
Event Snapshot 6/3 – 6/10/13 Top Content Results Schedule Bouldering WC XC Mtn. Bike Register Road Bike 10K UMC
Top Markets Colorado California Washington Texas Utah Oregon New York Illinois
Shares Top Outlets Twitter Facebook Email Flickr
Visits From Social 2,317 Top Social Outlets Facebook (81%) Twitter (15%) Blogger (.95% Flickr (.73%) LinkedIn (.39%)
Photo © Rick Lohre
MOBILE APP Pre-Event Scavenger Hunt 34,462 Impressions
139 Pings Created | 34,462 Views |123 Claims
On-Site Event Activations 700,885 Impressions
292 Pings Created | 42,288 Views | 3,078 Claims
$9,316
Media Value
Overview:
VVF/Mtn. Games partnered with FOMO Media to implement a mobile app platform capable of sharing event information while activating partner/merchant offers at a hyper-local level. In addition, behavioral and demographic data was also collected to better understand the flow of on-site event attendees. - Real time interactive geolocation based FOMO Sonar Map - Countless “pings” created on map containing exclusive content, giveaways and partner offers redeemed by event attendees.
Pre-Event National Scavenger Hunt:
Worked directly with 21 key sponsors the weekend before the event. 139 prizes valued at over $10,000 went live across the country and were redeemed. Winners had to claim their prizes on-site in Vail. All prizes were redeemed. Scavenger Hunt winners continued to engage with partners throughout the event as they used social media to post pictures of themselves with their new gear. Photo © Rick Lohre
SOCIAL MEDIA SUMMARY 15,453,967
Total Social Media Impressions
$78,908
Total Social Media Value
467,317
Total Social Media Engagements
13,633,286
Facebook Impressions
$68,166
Facebook Media Value
152,520
Photo Š Rick Lohre
1,395,511
Twitter Impressions
$6,977
Twitter Media Value
5,442
234,270 Video Views
$2,811
Video Media Value
4,842
190,900
Instagram Impressions
$954
Instagram Media Value
304,513
Facebook Engagements
Twitter Engagements
Video Engagements
Instagram Engagements
Likes/Comments/Shares
RT/Favorite/Mentions
Likes/Comments/Shares
Likes/Comments
ONLINE VIDEO 234,270 Video Views
$2,811
Media Value
ENGAGEMENT Likes
Dislikes
Comments
Shares
4,147
35
266
394
Facebook & YouTube
YouTube
Facebook & YouTube
4,842 TTL Engagements
Videos @ A Glance
Official Event/Partner Video Views 186,978 Organic YouTube Video Views 20,621 Uploaded Facebook Video Views 6,671
Most Popular Videos 1.) 2.) 3.) 3.) 4.) 5.) 6.)
Slopestyle Course Preview (GoPro) :30 2013 Commercial (VVF) Full Experience in 52 Seconds (GearJunkie) DockDogs Course Preview (GoPro) A Day at GMG (VVF) Steep Creek Highlights (VVF) Slopestyle (VitalMTB)
GearJunkie.com Live Event Shows 23,000 Photo Š Rick Lohre
13,633,286
Facebook Impressions
239,485
Facebook Engagements (Likes, Comments, Shares)
$68,166
Facebook Media Value
FACEBOOK INSIGHTS February 15 – July 11, 2013
Impressions 13,633,286 (D)
Engaged Users 194,156 (D)
Page Reach 5,811,639 (D)
New “Page Likes” 4,613
Event Snapshot 6/3 – 6/10/13 Impressions 4,008,996 (D)
Engaged Users 67,179 (D)
Page Reach 1,773,251 (D)
New “Page Likes” 1,382
FACEBOOK ENGAGEMENT February 15 – July 11, 2013
Post Likes 73,768 (VVF)
Comments 6,535 (VVF)
Post Shares 2,049 (VVF)
= 86,965
(VVF)
Event Snapshot 6/3 – 6/10/13 Post Likes 4,629
Comments 600
Post Shares 642
= 5,871 (VVF)
Key Partner Brands = 152,520 ++ FB Engagements Photo © Rick Lohre
INSTAGRAM 190,900
Instagram Impressions
1,116
Photos Tagged #GoProMtnGames 246 tagged #MountainGames
311,219
Instagram Engagements 0 – 1,609 Followers – New Account $954 Instagram Media Value
INSTAGRAM ENGAGEMENT February 15 – July 11, 2013
Likes 6,628 (VVF)
Comments 78 (VVF)
= 6,706 (VVF)
Key Partner Brands = 304,513 ++ Engagements
Photo © Rick Lohre
TWITTER 2013 TWITTER HIGHLIGHTS February 15 – July 11, 2013 296 specific Tweets 837 messages received 2,800 Clicks 734 + #GoProMtnGames 31 #MountainGames 603 new followers
1,395,511
Twitter Impressions
$6,977
Twitter Media Value
TWITTER ENGAGEMENT February 15 – July 11, 2013
RT 360 (VVF)
Favorites 77 (VVF)
Mentions
= 1,270
833 (VVF)
(VVF)
Key Partner Brands 5,442 ++ Engagements Photo © Zach Mahone
RESEARCH HIGHLIGHTS • • • • • • • • • • • • • • • • • • • •
Total completed surveys – 350 Sample size provides statistical validity with an error rate of 5.2% at a 95% confidence interval Estimated attendance – 53,579 (+/- 20% error level should be considered) Estimated revenue generated to the Town of Vail - $4.7M (+/- 20% error level should be considered) Net Promoter Score – 75 Overall Satisfaction – 4.7 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) 85% of the attendees came to Vail, CO specifically for the Summer Mountain Games 60% of the attendees had attended the Summer Mountain Games in the past Average number of days attended – 2.3 Favorite event – Dock Dogs One Change – Parking, additional F&B vendors, and better viewing “Word-of-mouth” and “Newspapers” were selected most when asked, “How did you hear about, and/or where did you see advertising for the Summer Mountain Games?” 83% of the attendees staying in paid lodging stayed in Vail, CO 88% are “Very” or “Extremely Likely” to return in the future 74% 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 – 3.8 Average age (including a weighted average for children) - 37 Estimated number of room nights generated by the SMG – 5,391 Estimated average nightly rate in Vail- $219 SUR VEY COM P I LED BY I N TER CEP T I N SI GHT, LLC
PSYCHOGRAPHICS 84%
Of event attendees consider themselves “Outdoor Enthusiasts”
74%
Of event attendees consider themselves “Sports Enthusiasts”
45%
Of event attendees have at least one dog
61%
Of event attendees have a bachelors and/or masters degree
67%
Watch five hours or less of TV per week
Favorite Summertime activities: 1.) 2.) 3.) 4.) 5.)
Hiking Kayaking/Boating/Rafting Camping Mountain Biking Traveling
SUR VEY COM P I LED BY I N TER CEP T I N SI GHT, LLC
Photo © Rick Lohre
SEE YOU JUNE 5-8, 2014
Our sincere thanks for your ongoing support. We wish you all continued success and, in partnership with you, look forward to making the
2014 GoPro Mountain Games even better!
Photo Š Zach Mahone