2013 STAKEHOLDERS REPORT
MESSAGE TO OUR PARTNERS 2013 Strengths -
65% increase in overall event attendance 52% increase in economic impact to the Town of Vail An estimated $46,000 in lift ticket revenue generated 79% of attendees came to Vail for Winter Mtn. Games 82% of event attendees are Very Likely or Extremely likely to return Not a single negative comment posted socially Growing online social media presence Largest SKIMO Event in North America Significant Athlete Growth in SKIMO and Vail UpHill Much better received Avy Dogs events
Looking to the Future & Improvements -
Poor concert attendance on Thursday evening Slow growth for Winter MTB National Championships Lack of a Television Package Decreased number of Mixed Climbing Athletes
Dear Friends,
We are We are sincerely grateful for your business and partnership. The success of Mountain Games is directly attributable to the myriad of 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, VP Sales & Operations Vail Valley Foundation
QUICK FACTS
ATHLETE REGISTRATIONS: 753 Unique Athlete Registrations 810 Total Competition Starts COMMUNITY ECONOMIC IMPACT: *$964,000 = TOV Economic Impact *$58,152 = Word Of Mouth Advertising Economic Impact
*$1,022,152 = Total Event Economic Impact
*$46,000 = Est. lift ticket rev. generated for Vail Mountain * (+/- 20% error level should be considered)
SPECTATORS: 16,509 (+/- 20% error level should be considered)
POTENTIAL MKTG IMPRESSIONS: 93,184,114
PR IMPRESSIONS: 57,679,068
2013 PARTNERS
2013 CREATIVE
MARKETING SUMMARY
IMPRESSIONS 152,196 = MountainGames.com Page Views 10,531,484 = Social Media Impressions 6,770,078 = Print Advertising Impressions 604,320 = TV Advertising Impressions 57,679,068 = Public Relations Impressions 6,685,442 = Digital Advertising Impressions 10,041,526 = Email Marketing Impressions 720,000 = Radio Advertising Impressions
MEDIA VALUE $8,653 = TV Advertising $414,001 = Print Advertising $22,545 = Digital Advertising $989,831 = PR $30,148 = Radio Advertising $53,822 = Social Media $23,499 = Email Marketing
Potential Marketing Impressions
93,184,114 TTL Media Value
$1,542,499
NATIONAL & REGIONAL PRINT ADVERTISING PUBLICATION
6,770,078
Combined Audience
$414,001 Print Value
(No print value assigned for Eddie Bauer Catalogue)
FREQ
DATES
CREATIVE/NOTES
Outside Magazine
4
Buyers Guide, Nov Advertorial, December, January Issues
Full Page 4C
Eddie Bauer Catalogue
1
Winter
Double Truck 4C
Telemark Skier Magazine
3
October, November, December Issues
Full Page 4C
Mile High Sports
1
January Issue
1/3 Page
Rock & Ice Magazine
1
January Issue
Full Page 4C
Elevation Outdoors
1
January Issue
Full Page 4C
NEWSPAPER Denver Post
2
February 3, 5
5X4 ????
Vail Daily
1
Insertion
Official Event Program
April-June Daily
Full Page 4C, 2/3 Page 4C & Remnant 4C
Vail Daily/Daily Weekly/Summit Daily/Glenwood Springs Post Independent/Aspen Times
32
DIGITAL/ONLINE ADS AT A GLANCE
WEBSITE
RUN DATES
IMPRESSIONS
OpenSnow.com
January
33,334
DenverPost.com
Mid Dec – February
2,136,658
MountainFlyer.com
January – February
34,519
MountainProject.com
January – February
100,000
Competitor.com
January – February
207,500
MileHighSports.com
January – February
40,596
VitalMTB.com
January – February
341,484
SnowshoeMagazine.com
January – February
70,000
Pandora.com
January – February
613,608
Westword.com
February
311,316
Area93.com
February
338,000
Mid Dec – February
1647,470
Ongoing
805,957
Nov – Dec
5,000
Google Display Network Facebook.com Birds of Prey Digital Program
6,685,442
Combined Audience
$22,545 Media Value
RADIO ADS AT A GLANCE
RADIO STATION KZYR 97.7fm Vail Valley
DATES Jan-Feb
QUANTITY/FREQUENCY Last DJ On-Site Interview 200 :30 30 :90 Spectator Guides 20 On-Site Live Cuts Otter Box, GoPro, Chipotle & Atlas Promotions
KSNO Aspen
Jan-Feb
100 Weekend Getaway :30 50 Weekend Getaway :10 VIP Trip To Vail Promotion
KBCR FM Steamboat Springs
Jan-Feb
100 Weekend Getaway :30 50 Weekend Getaway :10 VIP Trip To Vail Promotion
93.3
Jan-Feb
On-air promo mentions VIP Trip To Vail Promotion Eddie Bauer Promotions
720,000
Combined Audience
$30,148 Media Value
EMAIL BLASTS
SENDER
10,041,526
Combined Audience
$23,499 Media Value
FREQUENCY
RECEPIENTS
Mountain Games / VVF Database
6
46,326
On The Snow
1
175,000
Open Snow
2
53,214
Mile High Sports
4
60,000
tR SMG Re-Market
1
750
Area 93.3 KTCL
3
405,000
Eddie Bauer
3
9,111,671
Mountain Magazine
1
50,000
Vail Mountain
1
93,161
TV ADVERTISING TELEVISION CHANNEL
TIME FRAME
IMPRESSIONS
Comcast: Altitude
Jan - Feb
3,806
Comcast: Comedy Central
Jan - Feb
148,998
Comcast: Discovery
Jan - Feb
69,732
Comcast: ESPN2
Jan - Feb
79,998
Comcast: NBCS-TV
Jan - Feb
6,972
Comcast: MTV
Jan - Feb
24,812
Comcast: NatGeo
Jan - Feb
43,940
Comcast: ESPN
Jan - Feb
110,022
Comcast: RTRM
Jan - Feb
348
Comcast: Spike
Jan - Feb
73,634
Comcast: Travel
Jan - Feb
42,058
TV8/Outside TV
Jan - Feb
Not Available
604,320 Impressions
$8,653
Media Value
PR SUMMARY Placements by Media Category
183
WMG Editorial Stories
57,679,068
Total Impressions
$989,831 Media Value
Placements By Event
PR SUMMARY Hosted Media Winter Mountain Games, Eddie Bauer, Backbone Media and Polartec provided accommodations for the following targeted journalists: Jonah Ogles Outside magazine Associate Editor Jill Robinson
Washington Times, San Fran Chronicle, Gadling.com
Kimberley Lovato
Nat Geo Traveler, Conde Naste Traveller, Frommers.com Lindsey Emery
Fitness, SELF, Women’s Health Olivia Dwyer Mountain magazine Associate Editor Sean McCoy
GearJunkie.com Anthony Cerretani
Backpacker
Cameron Martindell Elevation Outdoors Cristina Goyanes
Shape, Women’s Health, ESPN
COVERAGE HIGHLIGHTS Highlights Include: The New York Tim es SK I Travel Channel M ensHealth.com Gear Junkie Shape.com TheW ashingtonTim es.com OutsideOnline.com RunnersW orld.Com M ountainOnline.com W om en’s Adventure
WEBSITE AT A GLANCE WMG 2013 WEB STATS October 1, 2012 – March 10, 2013
2013 TOP WEBSITE CONTENT: Home, results, schedule, register, Ski Mountaineering, Vail Uphill, Flobots Free Concert, Mixed Climbing, Ultimate Mountain Challenge 2013 TOP WEBSITE MARKETS: Colorado, New York, California, Texas, Illinois, Florida, Washington, Massachusetts, Utah, Minnesota SOCIAL MEDIA SHARES FROM MOUNTAINGAMES.COM/WINTER 589 (494 Facebook/95 Twitter)
(up from 404 in 2012)
589,000 Social Media Sharing Impressions $2,945 Media Value (based on $X CPM) TOP SOCIAL CONTENT: Register, 2013 Photo Comp Winners, Free Concerts, Results, Flobots Concert, SKIMO, XC Snowshoe, Schedule
69,198 Site Visits 152,196 Page Views 68.06% New Visitors 2:13 Average Time On Site Event Snapshot Feb 4-10, 2013: 21,350 Site Visits 50,453 Pageviews 59.18% New Visitors 2:42 Average Time On Site
SOCIAL MEDIA SUMMARY
$46,265 Facebook Media Value $ 2,542 Twitter Media Value 9,253,117 Facebook Impressions 508,457 Twitter Impressions 589,000 Social Media Shares via MG.com 174,047 Video Views
10,531,484
Total Social Media Impressions
$2,945 Social Media Shares Media Value $2,070 Viral Video Views Media Value
$53,822
Total Social Media Value
VIDEO SYNDICATION
26,720 2013 Video Views 147,327 New 2012 Video Views Videos @ A Glance VVF Produced/Official = 23,191 Dual Slalom = 14,699 Event Highlights = 4,470 SKIMO = 1,993
FACEBOOK INSIGHTS Most Popular Posts Overall (based on impressions) 1.) Music Lineup Announced (11/28) 2.) Check out the 2012 GoPro Highlights (12/14) 3.) Registration is Open (12/19) 4.) A Strong Chance for #POW Coming Through (2/6) 5.) GoPro HERO 3 Best of Album (2/10) Most Popular Video Posts: 1.) Check out the 2012 GoPro Highlights 12/14 2.) X-Country Snowshoe 2012 Highlights (1/9) 3.) SKIMO Video (2/14) 4.) GoPro Event Highlights (2/18) 5.) 2012 Mixed Climbing Highlights (12/19) Most Popular Photo Posts: 1.) A Strong Chance for #POW Coming Through (2/6) 2.) GoPro HERO 3 Best of Album (2/10) 3.) Ski Bike or Snow Bike? (12/10) 4.) Otter Box Caption Contest (2/5) 5.) Otter Box Caption Contest (1/29)
2013 FACEBOOK HIGHLIGHTS: October 1 – March 1
6,103,232 - Total Weekly Reach of Page Posts 12,491 - Fans ( 3,441 new likes/38% increase) 5,410,725 - Friends of Fans 17,754 – Post Consumption/Clicks
9,253,117
Total Daily Facebook Impressions
$46,265
Facebook Media Value
TWITTER INSIGHTS 2013 TWITTER HIGHLIGHTS: October 1 – March 1, 2013
237 specific Tweets 145 ReTweets 465 Mentions 2,271 organic followers (529 new followers/30% increase)
508,457
Twitter Impressions
RESEARCH HIGHLIGHTS • Total completed surveys – 181 • Sample size provides statistical validity with an error rate of 7.2% at a 95% confidence interval • Estimated attendance – 16,509 (+/- 20% error level should be considered) • Estimated revenue generated to the Town of Vail - $964K (+/- 20% error level should be considered) • Overall Satisfaction – 4.5 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely • Satisfied) • 79% of the attendees came to Vail, CO specifically for the Winter Mountain Games • 46% of the attendees had attended the Summer Mountain Games in the past • Average number of days attended – 2.3 • Favorite events – Tele Big Air and Climbing • One Change – Parking and additional vendors/sponsors • 68% planned to attend a concert • “Word-of-mouth” and “Posters” - selected most when asked, “How did you hear about and/or where did you see advertising for the WMG?” • 73% are “Very” or “Extremely Likely” to return in the future • 67% of the attendees staying in paid lodging stayed in Vail, CO • Average nights stayed in paid lodging within Vail – 5.6 • Average group size of those staying in paid lodging – 4.8 • 43% of event attendees 18-34; 68% 18-44 • Estimated number of room nights generated by the WMG – 933 • Estimated average nightly rate in Vail - $333 • Estimated lift ticket revenue generated - $46K
Our sincere thanks for your ongoing support. We wish you all continued success and, in partnership with you, look forward to the future.