MESSAGE TO OUR PARTNERS DEAR FRIENDS We are sincerely grateful for your business and partnership. The success of the GoPro Mountain Games is directly attributable to 110+ 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.
HIGH LEVEL EVENT SNAPSHOT 2014 STRENGTHS
Adjusted national television package with two unique shows on NBC Sports Network and multiple re-airings on Universal Sports and Outside Television. GoPro engagement and commitment. Bouldering venue relocated to Vail Village. Record crowds. Expanded Mountains of Music Free Concert Series. Better on-site digital activation via LED Walls and other assets.
We remain very proud of this event and sincerely hope it has helped you to exceed your own brand goals and objectives.
Consistent event branding and unified look and feel.
Please enjoy this detailed stakeholder report and do not hesitate to contact us should you have questions or need additional information.
Capitalizing on high-value TV events/tailoring current events for a TV audience.
Warm Regards, Mike Imhof, Sr. VP Sales & Operations Vail Valley Foundation
LOOKING TO THE FUTURE
An increased focus on out of market and international attendees and competitors.
Out of market events or activations. Winter Mountain Games in 2016 Outdoor Reels & Photo Comp enhancements New events. Camping Village.
QUICK FACTS
AT A GLANCE MKTG IMPRESSIONS
PR IMPRESSIONS
225,050,207
139,012,049
UNIQUE ATHLETES
ATHLETE STARTS
2,530
3,107
BRAND PARTNERS
CREDENTIALED MEDIA
110
200
$4.5M VAIL ECONOMIC IMPACT Est. revenue generated to the Town of Vail
53,862 SPECTATORS
2014 PARTNERS PLATINUM PARTNERS
GOLD PARTNERS
SILVER SPONSORS GoalZero Redington
GNC KIND
LED Lenser Ravenswood
FirstBank FITS
Beyond Costal Colorado Mountain Express Dublin Dog
Costa Fugoo Camp Chef Ruff Wear
Trango GreenWare
OFFICIAL SUPPLIERS Klean Kanteen GoRVing Osprey Svedka
MEDIA PARTNERS Rock & Ice Trail Runner Canoe & Kayak
LODGING PARTNERS Lodge At Vail
Red Bulletin SUP The Mag Elevation Outdoors Denver Post Bike Magazine Sonnenalp
Antlers At Vail
TV8 93.3 KTCL Denver
2014 GEAR TOWN
2014 GERBER GEAR TOWN Outside Adventure Film School Rocky Mountain Sunscreen Nols Out There USA Princeton Tec 505 Southwest Salsa Beyond Coastal/Chums Door to Door Organics Gregory Packs Guayaki Yerba Mate HALA SUP Joshua Tree Products Pakems Power Ice SeasonFive SKINourishment Skratch Labs Moe's BBQ Game Ready Zen Fly Fishing Gear Marin Bikes The Steadman Clinic Vail Mountain Coffee and Tea
Endurance Conspiracy Canyon Bake House Kota Long Boards Quiet Kat Costco DeLorme FishPeople GoPuck La Cantina Lilypond/Fishpond MusclePharm Wolfgang Dog Collars Ellsworth Bikes Yellow Belly Chicken Boom Movement Pear Sports Red Fox Wireless Yuba Bikes Complete/Cricket Trailers HI-DOW Bagito Adaptive Sports Center SUP Colorado/Weston Snowboards
Nite Ize Belong Designs Tenba Bags 5 Hour Energy Trek Light Gear 10th Mountain Whiskey and Spirits Co. Camelbak Colorado Limited Confluence Water Sports Geigerrig Hydration Packs SmartShake EVOC/Rotor Bikes NUUN Hydration DT Swiss O2X Summit Challenges GoSpotCheck Gallegos Corporation Aksel's Mile High Mountaineering Share Brands US Forest Service
PARTNER SPOTLIGHT
ATHLETE SNAPSHOT
ATHLETES BY EVENT GMG EVENT BIKE (Combined)
ATHLETES 694
Slopestyle XC MTB (All) Road Bike TT (All) CLIMB (Combined) Bouldering WC Citizen Climbing Youth Climbing
55 510 (+39/2013) 129 (-6/2013)
DOGS (Combined)
497
Speed Retrieve Extreme Vertical Big Air Rocky Dog
FISH 2 Fly X-Stream KAYAK (Combined) Steep Creek Freestyle 8 Ball DR Sprint
RAFT Cross SLACKLINE WC SUP (Combined) SUP Sprint SUP Cross
301
100 (+15/2013) 130 (+9/2013) 71 (-3/2013) 46 29 364 (+87/2013) 58 (-5/2013)
94 (+34/2013) 228 53 (+8/2013) 56 (+11/2013) 49 (+7/2013) 70 (+11/2013)
48 32 94
51 (-4/2013) 43 (+6/2013)
ULTIMATE MTN CH. RUN (Combined)
54 (+1/2013) 1,004
10K Spring Runoff BADASS Dash 1/2 Marathon
326 (-1/2013) 504 (+12/2013) 174 (+41/2013)
PHOTO COMP
61 (+1/2013)
2,530 UNIQUE ATHLETES | 3,107 TTL STARTS
GROWTH HISTORY
THROUGH THE YEARS YEAR
ATHLETES
SPECTATORS
MKTG IMP.
MEDIA $
2014
2,530 unique 3,107 starts
53,862
227,500,743
$2,862,204
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
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
2009
1st Year VVF
MARKETING SUMMARY
MARKETING IMPACT OUTLET
IMPRESSIONS
MEDIA VALUE
276,486
N/A
Social
58,383,378
$267,805
14,005,216
$637,421
1,080,000
$23,725
139,012,049
$1,646,278
Digital
4,691,642
$42,539
4,540,000
$9,786
Radio
2,476,436
$62,250
550,100
$172,400
Website
TV Advertising Public Relations
TV Show(s)
227,500,743 MKTG IMPRESSIONS $2,862,204 TTL MEDIA VALUE
TELEVISION SUMMARY
TELEVISION AT A GLANCE POTENTIAL US HH REACH MEDIA VALUE
654,000,000
$172,000
EST. VIEWERS
550,100
2014 TV BREAKDOWN 2.5 HOURS NBC SPORTS NETWORK: Two unique shows broadcast nationally on 6/21/14 (90 min.), 7/08/14 (60 min.) to 78MM+ potential U.S. households each broadcast. Universal Sports Re-Airings: Each unique show (x2) 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 (x2) to be re-broadcast on Outside Television nationally no less than three times. *Approximately 12.3% growth over 2013 TV broadcasts.
PRINT ADVERTISING
PRINT ADVERTISING AT A GLANCE COMBINED AUDIENCE
PRINT VALUE
14,005,216
$637,421
PUB Outside Magazine Red Bulletin Canoe & Kayak Bike Magazine SUP The Mag Trail Runner Rock & Ice Elevation Outdoors Competitor Magazine Eddie Bauer Catalogue MISC/NEWSPAPER Vail Daily Daily Weekly Denver Post Westword Racks Official Event Posters Official Event Programs
FREQ
DATES
4
April, May, Buyers Guide, June, Oct. April, May May June April April April March Feb, March Summer DATES April – June May – June May - June April - May April - June June
2 1 1 1 1 1 1 1 1 FREQ 16 4 4 600 3,000 10,000
DIGITAL ADVERTISING
DIGITAL ADVERTISING AT A GLANCE IMPRESSIONS
MEDIA VALUE
4,691,642
$42,539
WEBSITE
RUNDATES
IMPRESSIONS
VitalMTB April - June 164,143 MountainBuzz March – June 194,032 Mountain Project April – June 100,000 Red Bulletin (iPad) April, May 1,000,000 Denver Post April - June 854,073 Clear Channel Area93.com May - June 54,970 Rock & Ice May – June N/A Trail Runner May - June N/A Competitor.com Rock & Roll Half Marathon April - June 821,000 Triathalete.com Facebook Ads Jan – June 165,742 Twitter Ads GoPro Campaign GoPro Campaign Google Display Network April - June 303,424
RADIO ADVERTISING
RADIO ADVERTISING AT A GLANCE COMBINED AUDIENCE MEDIA VALUE
2,476,436 STATION
$62,250 RUN DATES
QTY/FREQ
KTCL 93.3 FM Denver/Front Range
May - June
200 Promotional Mentions 36 :30 Spots 54 : Streaming Spots 7 On-Air Giveaways Bud Light Promos
KZYR 97.7 FM Vail Valley (The Zephyr)
May – June
45 athlete/sponsor interviews 78 :30 Spots 2 1 Hour Specials
EMAIL BLASTS
EMAIL AT A GLANCE COMBINED AUDIENCE MEDIA VALUE
4,540,000 SENDER MG/VVF Database Eddie Bauer Elevation Outdoors OpenSnow Blue Ridge Outdoors KTCL Clear Channel FMB Wildcard GoPro – Clinics Blast
$9,786 DATES Feb-June x13 May x2 May x2 April May May May June
QUICK FACTS
~30%
Avg. Open Rate
5,716 Clicks
5.17% CTR
TV ADVERTISING
TV ADVERTISING AT A GLANCE COMBINED AUDIENCE MEDIA VALUE
1,080,000 TV CHANNEL Denver interconnect Comcast
$23,725 RUN
UNITS
May - June
:30
Discovery, ESPN2, ESPN, MTV, NBC Sports, National Geographic, Travel Channel, Green Network, Spike TV, Altitude TV8 Vail November – June
Outside TV VLMD - Denver Comcast VLMD – Denver KCNC
May – June May - June May - June
:30 60 TV Show ReAirings (multiple) 120 Live Mentions 16 “Good Morning Vail Interviews” 15+ Sponsor Interviews :30 :15/:15 bookend :30
PR SUMMARY PUBLIC RELATIONS AT A GLANCE MEDIA PLACEMENTS
CREDENTIALED MEDIA
379
200
PR IMPRESSIONS
PR MEDIA VALUE
139,012,049
$1,646,278
*Report prepared by Backbone Media with Cision
HOSTED MEDIA GOPRO FAM AskMen.com Cool Mom Tech Cosmopolitan Curved (Germany) e-adrenaline (France) Elevation outdoors GeekMom.com Gizmodo Grind Media Influencer Men’s Fitness MTBR Outside Magazine T3 (UK) GQ (Japan) Wired (Japan) MPORA
VVF Hosted Media Outside Magazine (x8) Elevation Outdoors (x4) AdventureTykes.com Gear Patrol Trail Runner/Rock & Ice Denver Post
PR BY THE NUMBERS
COVERAGE BREAKDOWN
PR HIGHLIGHTS
Outlet: Outside Online Date: June 2014 Featured: UMC, Dock Dogs, Gallery
Outlet: Outside Magazine Date: March 1, 2014 Featured: Outside 2014 Race Report
Outlet: Travel Channel Date: April 16, 2014 Featured: 21 Manly Adventures
Outlet: PinkBike.com Date: June 11, 2014 Featured: Slopestyle
Outlet: GearJunkie.com Date: June 19, 2014 Featured: GPMG
Outlet: RockAndIce.com Date: June 8, 2014 Featured: Bouldering
Outlet: Sports Illustrated Online Date: June 5, 2014 Featured: GPMG Highlights
Outlet: Shape.com Date: May 29, 2014 Featured: Lindsey Vonn
Outlet: SnowboardingMag.com Date: June 6, 2014 Featured: Partner
Outlet: MensFitness.com Date: June 1, 2014 Featured: GPMG Photo Gallery
Outlet: GrindTV.com Date: June 3, 2014 Featured: 5 Things to Do
Outlet: AskMen.com Featured: GPMG Gallery
Outlet: VitalMTB.com Date: June 10, 2014 Featured: GPMG Recap
Outlet: Elevation Outdoors Date: May 1, 2014 Featured: GPMG *Report prepared by Backbone Media with Cision
WEBSITE AT A GLANCE
2014 WEBSTATS
July 12, 2013 – June 30, 2014
276,486
121,132
Pageviews
Site Visits
2.30
72%
New Visitors
84,041
Pages/visit
71%
2:35
Unique Visitors
Avg. Time
16%
12%
Mobile
Desktop
Tablet
EVENT SNAPSHOT June 1– June 10, 2014
113,641
43,689
Pageviews
Site Visits
2.60
28,609
Pages/visit
Unique Visitors
56%
New Visitors
3:09
Avg. Time
2014 TOP CONTENT Home Results Schedule Register XC Mtn. Bike BADASS Dash Half Marathon Ultimate Mtn Challenge Bouldering WC
Photo © Connor Walberg
1,556
Website Social Shares Top Content: TV/Webcast Sched. Register Results Bouldering WC Photo Comp Winners
WEB DEMOGRAPHICS 2014 ONLINE MARKETS & DEMOS COUNTRIES
United States Canada United Kingdom France Germany Japan Mexico India Australia Brazil
STATES
Colorado California Texas Illinois Virginia Utah New York Florida Washington Massachusetts
#ULTIMATEMTNDOG PROMOTION 6,345 Visits
396
Entries
4,731 Votes
2,463
Unique Voting Users
#ULTIMATEMTNFAMILY PROMOTION 2,315 Visits
159
Entries
890
Votes
442
Unique Voting Users
#GOPROMTNGAMES PROMOTION 2,622 Visits
4,953 Entries
SOCIAL ACTIVATION
SOCIAL MEDIA SUMMARY
SOCIAL MEDIA HIGHLIGHTS July 12, 2013 – June 30, 2014
IMPRESSIONS
58,383,378 TTL Impressions
MEDIA VALUE
ENGAGEMENTS
TTL Media Value
TTL Engagements
$267,805
736,427
BY OUTLET
37,075,853 Impressions
$185,379 Media Value
64,162 Engagements
Likes/Comments/Shares
19,224,098 Impressions
$67,284
Media Value
9,228 +
Engagements
RT/Favorite/Mentions
675,027
Video Views
$8,100
Media Value
10,303
Engagements
Likes/Comments/Shares
1,408,400 Impressions
$7,042
Media Value
652,734
Engagements Likes/Comments
ONLINE VIDEO
ONLINE VIDEO AT A GLANCE VIDEO VIEWS
MEDIA VALUE
ENGAGEMENTS
675,027
$8,100
10,303
ENGAGEMENT 10,303 Likes FB & YT
155
Dislikes YT
100
1,201
FB & YT
FB
Comments
VIDEOS AT A GLANCE
468,671
2014 Event/Partner Video Views
92,922
Additional Views to 2013 Videos
113,434
Facebook Uploaded Views
Shares
TOP EDITS
ONLINE VIDEO AT A GLANCE 2014 TOP EDITS GoPro | Slackline with Alex Mason GoPro | DockDogs Big Air Course Preview GoPro | Rush Sturges Course Preview GoPro | Sierra Blair-Coyle Course Preview GoPro | Kai Lenny Course Preview LT11 | Slow Moments Bouldering
FACEBOOK AT A GLANCE IMPRESSIONS
MEDIA VALUE
ENGAGEMENTS
37,075,853
$185,379
64,162
ENGAGEMENT
36,748
July 12, 2013 – June 30, 2014
Post Likes (VVF)
2,163
Comments (VVF)
3,380
Shares (VVF)
Key Partner Brands = 21,871 ++ Engagements
EVENT SNAPSHOT | ENGAGEMENT June 1-10, 2014
11,707
Post Likes
579
894
Comments
Shares
FACEBOOK INSIGHTS July 12, 2013 – June 30, 2014
340,390 Clicks
124,129
978,502
Engaged Users (D)
16,991,011
Page Reach (D)
11,813 New Page “Likes”
Photo Views
EVENT SNAPSHOT | FACEBOOK INSIGHTS 17,723,431
Impressions (D)
June 1-10, 2014
471,085
Engaged Users (D)
6,701,907
Page Reach (D)
1,797
New Page “Likes”
TOP POSTS
INSTAGRAM AT A GLANCE IMPRESSIONS
MEDIA VALUE
ENGAGEMENTS
1,408,400
$7,042
652,734
ENGAGEMENT
July 12, 2013 – June 30, 2014
63,047
481
Comments (VVF)
Photo/Video Likes (VVF)
8,451
New Followers
Key Partner Brands = 589,206 ++ Engagements
#GOPROMTNGAMES
#MOUNTAINGAMES
5,561
1,149
Tagged Media
Tagged Media
EVENT SNAPSHOT | ENGAGEMENT June 1-10, 2014
53,179
Post Likes
260
Comments
DEEP DIVE
INSTAGRAM AT A GLANCE KEYWORD ANALYSIS
TOP PHOTO TAGS collision
#gopromtn…
1,305
crushing
photo
1,159
fun
1,084
k9
1,084
supcross
gopro hero3 shot
1,039
finalwave
963
colorado
dogsareathl…
963
amazing
963
stoked
strategy steepcreek
940
pocahontas
938
ENGAGEMENT PER POST
ENGAGEMENT DETAILS Instagram Likes
TOP VIDEO TAGS pupsthatjump
569
dogsareathlet…
569
gopromtnga…
400
fun
364
gorecreek
364
vail
364
gopro
316
badassdash
268
mudrun
268
obstaclerace
268
ENGAGEMENT PER POST
per photo
549.2
per video
327.4
Instagram Comments per photo
4.0
per video
8.6
SOCIAL TWITTER TWITTER HIGHLIGHTS July 12, 2013 – June 30, 2014
IMPRESSIONS
MEDIA VALUE
Includes RT’s & Mentions
Based on avg. Twitter Ad CPM
19,224,098
$67,284
@MOUNTAINGAMES
HASHTAG USAGE
960
3,367 +++
New Followers
#GOPROMTNGAMES
3,585
47
TTL Followers
#MOUNTAINGAMES
305
Event Tweets
921,345
Potential Impressions
TWITTER ENGAGEMENT 1,252
1,540
RT (VVF)
Favorites
7,749,893
Potential RT Reach
819
Mentions
10,505,610
Potential Reach
TWITTER ENGAGEMENTS 3,611
EVENT/VVF
5,617
KEY PARTNER BRANDS
9,228 ++ TTL. ENGAGEMENTS Report compiled using Twitonomy & Meltwater Buzz
DEEP DIVE
RESEARCH HIGHLIGHTS
SURVEY CONDUCTED BY INTERCEPT INSIGHTS LLC • • • • • • • • • • • • • • • • • • • •
Total completed surveys – 326 Sample size provides statistical validity with an error rate of 5.4% at a 95% confidence interval Estimated attendance – 53,862 (+/- 20% error level should be considered) Estimated revenue generated to the Town of Vail - $4.5M (+/- 20% error level should be considered) Net Promoter Score – 68 Overall Satisfaction – 4.7 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) 83% of the attendees came to Vail, CO specifically for the Summer Mountain Games 62% of the attendees had attended the Summer Mountain Games in the past Average number of days attended – 2.5 Favorite event – Kayaking Events One Change – Parking, additional F&B vendors, and more free swag “Word-of-mouth” and “Newspaper” were selected most when asked, “How did you hear about, and/or where did you see advertising for the Summer Mountain Games?” 82% of the attendees staying in paid lodging stayed in Vail, CO 85% 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 – 3.4 Average group size of those lodging in Vail, CO – 3.0 Average age of respondents – 36 | Average age of children under 18 – 8.4 Estimated number of room nights generated by the SMG – 5,526 Estimated average nightly rate in Vail- $190
RESEARCH PSYCHOGRAPHICS
SURVEY CONDUCTED BY INTERCEPT INSIGHTS LLC
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.) Hiking 2.) Kayaking/Boating/Rafting 3.) Camping 4.) Mountain Biking 5.) Traveling
2014 CREATIVE
PRINT CREATIVE
WEB & MOBILE
DIGITAL CREATIVE
NEW ANCILLARY EVENT LOGOS
2014 SIGNAGE
TRUSS HEADERS AND KEY SIGNAGE ENTITLEMENT SIGNAGE
AWARDS BACKDROP
DIRECTIONAL SIGNAGE
SEE YOU JUNE 4-7, 2015
Our sincere thanks for your ongoing support. We wish you all continued success and, in partnership with you, look forward to making the 2015 GoPro Mountain Games even better!