ABOUT THE GAMES GoPro Mountain Games, Vail June 5 – 8, 2014 Nation’s largest celebration of adventure sports, music and mountain lifestyle. Top professional and amateur athletes from around the world. Approximately 3,000 outdoor athletes, along with an estimated 53,000 spectators. Athletes converge on Vail’s Nine sports and 25 disciplines for over $110,000 in prize money. Lifestyle events including: the Outdoor Reels film series; the Mountain Click photography competition; an interactive expo area, Gear Town; nightly free concerts and the Outside Adventure Film School. 2014 will mark the 13th anniversary of the GoPro Mountain Games
QUICK FACTS 2013 Numbers: 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 225,464,382
PR IMPRESSIONS 183,275,558
TELEVISION 594,000,000 Potential US HH Reach 528,000 Estimated viewers
Photo Š Zach Mahone
2014 PARTNERS
MARKETING SUMMARY
IMPRESSIONS 260,164
N/A
15,453,967
$78,908
9,063,436
$609,330
796,889
$20,173
183,275,558
$2,651,091
4,930,273
$62,950
735,347
$9,316
8,072,312
$19,572
Radio
2,876,436
$88,250
528,000
$172,400
Website
Social
225,464,382 Marketing Impressions
MEDIA VALUE
Print TV Advertising Public Relations
$3,711,990
Digital
TTL Media Value
Mobile App
TV Show(s)
DEMOGRAPHICS & PSYCHOGRAPHICS • 58% Male/42% Female • 58% Single w/o children • Average Spectator Age: 36 • 75% in state attendees/25% out of state • 65% are home owners Favorite Event to Watch: 1. 2. 3.
Dockdogs Kayak events Slackline
•
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
SURVEY COMPILED BY INTERCEPT INSIGHT, LLC
ATHLETES | ART | MUSIC | MOUNTAINS Athletes:
403
Slopestyle Big Air Media Placements
Bike
Road Bike Time Trial
XC Mountain Biking
Climb
IFSC Bouldering World Cup
Citizen Bouldering
Dogs
Speed Retrieve
Vertical/High Jump
Run
Bad Ass Dash (formerly the Mud Run)
10K Trail Run
SUP
Down River SUP Sprint
SUP Surf Cross
Fish
Fly Fishing
Free Casting Clinics
Kayak
Steep Creek Kayaking
Freestyle Kayaking
Raft
Raft Cross
Slackline
World Cup Event
Jam Sessions
Free Demos
Adventure Racing
10K Run
Mountain Bike XC
Road Bike
Art: Photography
Photography Competition
Video
Adventure Film School
On-Site Art
Art In Public Places
Youth Bouldering
183,275,558 Big Air
Impressions Earned ½ Marathon
5K/1K Trail Run 5K/1K Trail Run
$2,651,091 SUP Yoga Media Value
*Report prepared by Backbone Media with Cision Kayak Sprint 8 Ball Kayak
HOSTED MEDIA
GoPro Media Fam
Kayak Sprint VVF Hosted Media
•Gizmodo •Paddling Life •Outdoor Photographer •Mountain Flyer •Digital Photo Pro •Gear Patrol Film Series •Grind Media •Gear Junkie •SUP •Competitor •Clubic.com •Outside Magazine •Pocket-Lint •Mountain Magazine •MSN •Velo News •Elevation Outdoors Friday Night; TBD Saturday Night;•Women’s Running •Backpacker Cold War Kids •Spike TV •Women’s/Men’s Health •Louder Than Eleven •GeekMom.com •GearJunkie.com •Vail Daily Gear Town Eddie Bauer Zip Line River Town/SUP Demo
Music: Free Concerts
Thursday Night; Xavier Rudd
Mountains: Expo/Demo Areas
Family Adventure Village
Pool
EVENTS BY THE NUMBERS ATHLETES BY EVENT REGISTERED ATHLETES 607
WEBSITE VISITS 12,700
Slopestyle
55
2,485
XC MTB (All)
471
6,995
GMG EVENT: BIKE (Combined)
Road Bike TT (All)
135
3,220
CLIMB (Combined)
280
7,483
Bouldering WC
85
5,176
Citizen Climbing
121
1,423
Youth Climbing
74
748
489
10,576
DOGS (Combined) Speed Retrieve Extreme Vertical
THROUGH THE YEARS 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
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
1,117 352
Big Air
684 2,225
Rocky Dog
63
2,130
Mud Run
74
4,420
60 191
1,713 5,935
Steep Creek
45
2,338
Freestyle
45
1,175
8 Ball
42
1,161
DR Sprint
59
1,261
RAFT Cross
48
865
2006
1,447
28,000
432,887,479
$2,100,000
SLACKLINE WC SUP (Combined)
34 92
3,647 1,999
2005
1,031
22,0000
207,505,097
$1,994,673
SUP Sprint
55
1,317
SUP Cross
37
682
2004
946
18,000
106,413,862
$1,547,812
ULTIMATE MTN CH. RUN (Combined)
53 952
4,089 11,970
2003
574
12,000
1,113,218
$789K
10K Spring Runoff
327
4,289
Mud Run
492
4,420
2002
251
6,000
550K
$250K
1/2 Marathon
133
3,261
PHOTO COMP
60
1,672
FISH 2 Fly X-Stream KAYAK (Combined)
2009 1st Year VVF
TELEVISION SUMMARY 2014 TV PLATFORM 2.5 Hours NBC Sports Network: Two unique shows broadcast nationally to 78MM potential U.S. households per broadcast. - 90 min show on Sat 6/21 3pm EST - 60 min show on Tues 7/8 at 11pm EST 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.
2013 TV Numbers 594,000,000 Potential US HH Reach 528,000* Estimate viewers $ 172,000 Media Value
BUD LIGHT MOUNTAINS OF MUSIC 2014 Concert Schedule Thursday - Xavier Rudd Friday - TBA Saturday - Cold War Kids
Bud Light Mountains of Music When the competitions end at the Mountain Games, the parties begin in the heart of Vail Village. Bud Light Mountains of Music is a free concert series held during the Mountain Games & draws thousands of spectators for each performance. Past acts have included Keller Williams, the Dirty Heads, Black Joe Lewis, Anders Osborne, Ozomatli, Jurassic5, Gov’t Mule, Julian Marley, Theophilus London, Xavier Rudd, & the Yonder Mountain String Band.
RIVER TOWN
“Costa River Town” An extension of our Gear Town, our interactive sponsor village is Costa River Town. River Town is the home our our SUP Demo Pool, daily Costa Casting Clinic and ground zero for a variety of water focused hard goods and gear brands. River Town offers attendees the chance to try out a new SUP board, demo a kayak, test their SUP Yoga skills, learn fly fishing tips from a pro or just cruise through and enjoy the music and scope out the latest gear. River Town will also the be host site for multiple Happy Hour getPhoto © Rick Lohre togethers and live music jam sessions.
Photo Š Connor Walberg