2014 PARTNER SUMMIT SUMMIT
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 Es timate d re v e nue g e ne rate d to the To w n o f Vail
SPECTATORS
53,579 (+ 22% o v e r 2012)
83 Brand Partners
(No t inc luding Lo dg ing o r Me dia)
MARKETING IMPRESSIONS 225,464,382
PR IMPRESSIONS 183,275,558
TELEVISION 594,000,000 Potential US HH Reach 528,000 Es tim ate d v ie w e rs
Photo © Zach Mahone
MARKETING SUMMARY
IMPRESSIONS
MEDIA VALUE
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
$3,711,990 TTL Media Value
Print TV Advertising Public Relations Digital 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
•
74% Of event attendees consider themselves “Sports
• •
45% Of event attendees have at least one dog 61% Of event attendees have a bachelors and/or
“Outdoor Enthusiasts” Enthusiasts”
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
Bike
Road Bike Time Trial
XC Mountain Biking
Media Placements Slopestyle Big Air
Climb
IFSC Bouldering World Cup
Citizen Bouldering
Youth Bouldering 183,275,558
Dogs
Speed Retrieve
Vertical/High Jump
Impressions Earned Big Air
5K/1K Trail Run
Run
Bad Ass Dash (formerly the Mud Run)
10K Trail Run
½ Marathon $2,651,091
5K/1K 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
Thursday Night; Xavier Rudd
Mountains: Expo/Demo Areas
Family Adventure Village
SUP Yoga
*Report prepared by Backbone Media with Cision
Kayak Sprint
GoPro Media Fam
8 Ball Kayak
HOSTED MEDIA
Kayak Sprint
VVF Hosted Media
•Gizmodo •Paddling Life •Outdoor Photographer •Mountain Flyer •Digital •Gear Patrol Photo Pro 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 Cold War Kids •Spike TV •Backpacker •Women’s/Men’s Health •Louder Than Eleven •GeekMom.com •GearJunkie.com •Vail Daily Gear Town Eddie Bauer Zip Line River Town/SUP Demo Pool
Music: Free Concerts
Media Value
EVENTS BY THE NUMBERS ATHLETES BY EVENT REGISTERED ATHLETES 607
WEBSITE VISITS 12,700
Slopestyle
55
2,485
XC MTB (All)
471
6,995
Road Bike TT (All) CLIMB (Combined)
280
7,483
Bouldering WC
85
5,176
Citizen Climbing
121
1,423
Youth Climbing
74
748
GMG EVENT: BIKE (Combined)
DOGS (Combined) Speed Retrieve Extreme Vertical
135
489 352
Big Air
3,220
10,576 1,117 684 2,225
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
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
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)
1 s t Ye ar VVF
GOPRO UPDATES
PARTNER UPDATES
2014 PARTNERS
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
2014 EVENT UPDATES
Status of SUP BADASS Dash Schedule
BUD LIGHT MOUNTAINS OF MUSIC CONFIRMED BOOKINGS Thursday - Xavier Rudd Friday - TBA Saturday - Cold War Kids
* Releasescheduledfor end of week
FOR DISCUSSION Impromptu music experiences - River Town - Throughout the Event - Slopestyle DJ Nightlife & After Parties Happy Hours
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
FILM UPDATES
Outdoor Reels Outside Adventure Film School
MARKETING/BRAND VISION
Weekend Warriors; Spectators; Core Athletes
Adventure Lifestyle
Authentic Mountain Environment
MARKETING/PR PLANS
CREATIVE EVOLUTION 2002
2003-2004
2005 - 2006
2007 - 2008
2008
2009
2010
2011
2012
2013
2014 CREATIVE
New event logos
Official event creative – with and without imagery
We have new formal guidelines
2014 MARKETING TIMELINE
2014 Jan Print Outside Magazine National Print Advertising Regional Print Advertising Program Book Posters Digital National Banner Advertising Regional Banner Advertising PPC Blast Emails Radio Denver/Front Range Vail/Western Slope/Pandora TV/Video Denver/Front Range :30 Commercial Vail/Mtn./Outside TV :30 Commercial TV Show Ongoing Public Relations Social Media Website Registration Open Out Of Home Front Range Westword Concert Racks Town of Vail Storefronts (TBD)
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Print:
- Outside Magazine - Red Bulletin - Canoe & Kayak - SUP The Mag - Mountain Magazine - Rock & Ice - Trail Runner - Elevation Outdoors - Competitor - Colorado Event Guidebook - Denver Post - Vail Daily - Westword - Glenwood Springs Independent - Aspen Times - Summit Daily Digital: - VitalMTB - MTBR.com - Competitor Group - Yahoo! PPC - Google PPC - MountainFlyer.com - MountainBuzz.com - RockandIce.com - TrailRunner.com - OpenSnow.com Radio: - KZYR 97.7 Vail/Aspen/Steamboat - 93.3 Denver/Clear Channel - iHeart Radio (CO) - Pandora (CO)
TV/Video: - Comcast Front Range; ESPN, ESPN2, Comedy Central, Discovery, NBCS-TV, MTV, NatGeo, Spike Travel
WHAT’S NEW 2x Red Bulletin Growing Social Social Promotions Tool Expanded Focus Out Of Market NBC TV Distribution Paperless – Digital Map/Sched. TBD: FOMO Sonar Scavenger Hunt
WEB APP SCHEDULE/MAP Web App/Not Mobile App Trails, Weather, River Flows, Google Earth Partner Booth Locations Directions
Where You Can Help Ad Spends Out of Market Distribution of Collateral Product for Promos/Giveaways PR/News Social Email Blasts/Inclusion Landing Pages on Websites
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 s afe to s ay that o ur e x p e c tatio ns o f the Go Pro Mo untain Gam e s , and the e ntire ty o f Vail C o lo rado , w e re g re atly e x c e e de d.”
“O ne o f the c o o le s t thing s ab o ut the g ame s (in additio n to the p artie s , c o nc e rts , and film s ) is that e v e ryb o dy, fro m e lite p ro s like O lymp ic s lalo m kayake r Mike Daw s o n and fiv e - tim e Bo ulde ring Wo rld C up c ham p io n Kilian Fis c hhub e r to w annab e s like us , c o m p e te s s ide - b y- s ide .”
Outlet: Gizmodo Date: June 12, 2013 Featured: GoPro Mountain Games Gizmo do .c o m p re v ie w e d Go Pro ’s ne w s o ftw are w hile at the 2013 Sum m e r Mo untain Game s .
Outlet: Grind TV Date: June 12, 2013 Featured: GoPro Mountain Games "So m e o f the w o rld's b e s t c re e k p addle rs , ro c k c lim b e rs , and m o untain b ike rs he ade d to Vail, C o lo rado fo r the annual Go Pro Mo untain Gam e s ."
Outlet: SpikeTV.com Date: June 16, 2013 Featured: GoPro Mountain Games Dhani Jo ne s and the Sp ike TV c re w fe ature d s e v e ral Go Pro Mo untain Gam e s e v e nts and inte rv ie w e d m ultip le athle te s in Vail.
Outlet: Outside Online Date: June 4, 2013 Featured: GoPro Mountain Games Bike Events “Ire ally e njo y rac ing o n c o urs e s that are re ally g o o d and e v e nts that are re ally hig h q uality,” Je re m y Ho g an- Ko b e ls ki o n the Mo untain Game s . *Report prepared by Backbone Media with Cision
EVOLUTION & VISION
Winter Mtn Games Growth Outside Vail Athlete & Celeb Needs Open Sponsor Categories Sponsor Cross Promotion Sitzmark Party Deck
THE SITZMARK OPPORTUNITY
THE WINTER MOUNTAIN GAMES