DECEMBER 1-3, 2016 #WHEREWINTERBEGINS
A MESSAGE TO OUR PARTNERS Dear Friends, The Vail Valley Foundation is incredibly fortunate to have hosted World Cup ski races since 1983, including three FIS Alpine World Ski Championships. Even in those early days, we were inheriting a robust ski racing passion and heritage in our valley that began with one of the very first FIS World Cup races held in Vail in 1967. We are proud of our contribution to the sport’s popularity in the United States, and of the phenomenal race course conditions we reliably provide during the early portion of the World Cup race season. In 2016, for only the second time in our World Cup history, we had to cancel our beloved Birds of Prey races due to weather. Our Birds of Prey course, designed by 1972 Olympic champion Bernhard Russi, was built to be one of the most challenging in the world and each year it has lived up to that billing as ski history has been made by the world’s top racers. Although we, like you, our ski racing enthusiasts, were disappointed to not welcome the world to Beaver Creek for Birds of Prey in early December, we look forward to carrying our legacy forward at the Audi Birds of Prey World Cup Races in 2017. Even though our races were canceled, we still executed most aspects of our EverBank America’s Winter Opening event, which illuminated Beaver Creek with concerts, sponsor activations, craft beer tasting events, kettle curling, and a host of events and activities that allowed us to celebrate the beginning of winter which, although a bit late this year, came with great gusto to Beaver Creek by early December. We are extremely grateful for the tremendous outpouring of support we received from our partners, volunteers, media, sponsors, the ski racing community, and the Vail Valley; each of which are critical to ensuring Birds of Prey is a reality each year. Support from the FIS, USSA, Vail Resorts, Beaver Creek Resort Company, US Forest Service, the Town of Avon, and many other individuals and institutions helped keep our America’s Winter Opening event exciting and active, even as we lamented the loss of our beloved alpine World Cup ski races this year. Thank you for all of your support – see you in 2017! Mike Imhof President & CEO Vail Valley Foundation
BIRDS OF PREY WAY AMERICA’S WINTER OPENING AT A GLANCE NIGHTLY FIREWORKS
DEC. 1-3 BEAVER CREEK VILLAGE
FREE ICE SKATING
CONCERTS AT THE VPAC PUMPHOUSE BAR
YAKTRAX KETTLE CURLING
FREE LIVE MUSIC
BEERS OF PREY AMERICA’S WINTER OPENING AT A GLANCE
DEC. 2 VILAR PERFORMING ARTS CENTER
2016 PARTNERS
PR & MEDIA PUBLIC RELATIONS SUMMARY The cancelation of the 2016 Birds of Prey World Cup races minimized media coverage of the event. The majority of the coverage focused on the event’s cancelation (only the second time since World Cup racing first began in Vail/Beaver Creek in 1967), the ongoing EverBank America’s Winter Opening event, the late arrival of winter, and commentary from athletes who lamented the loss of the event they ranked No. 1 overall in a 2015-16 season survey. We look forward to capturing the world’s attention when the races return in 2017.
outlet
Impressions Media Value PUBLIC RELATIONS
316,273,913 TTL POTENTIAL AUDIENCE REACH $188,074 EARNED MEDIA VALUE 108 TOTAL PLACEMENTS
MEDIA HIGHLIGHTS
MARKETING IMPACT MARKETING SUMMARY
FORMAT Web & Social
MARKETING IMPACT IMPRESSIONS MEDIA VALUE 3,814,099
$45,240
667,000
$13,543
316,273,913
$188,074
1,108,598
$9,100
614,489
$17,386
Radio
1,212,000
$3,030
11,700
$3,500
Print Public Relations Digital Advertising
TV
323,101,499 MKTG & PR IMPRESSIONS $279,873 TTL MEDIA VALUE
DIGITAL ADVERTISING MARKETING SUMMARY
DIGITAL ADVERTISING OUTLET
IMPRESSIONS
MEDIA VALUE
9News
691,969
$6,500
OpenSnow
184,045
$1,000
Vail daily
116,309
$1,400
AdRoll
116,275
$200
1,108,598 MKTG & PR IMPRESSIONS $9,100 TTL MEDIA VALUE
EMAIL & PRINT ADVERTISING MARKETING SUMMARY
EMAIL SENDER
IMP.
MEDIA VALUE
OpenSnow
102,956
$2,365
9News
20,000
$2,000
On The Snow
436,108
$3,000
2,456
$450
352
$100
52,617
$9,471
Customized Craft Beer Programs VPAC Vail Valley Foundation
614,489 MKTG & PR IMPRESSIONS $17,386 TTL MEDIA VALUE
OUTLET Vail Daily (x18) Daily Weekly (x3) Poster & Schedules
IMP.
MEDIA VALUE
661,500
$11,543
5,500
$2,000
667,000 MKTG & PR IMPRESSIONS $13,543 TTL MEDIA VALUE
RADIO & TV ADVERTISING MARKETING SUMMARY
RADIO OUTLET
IMP.
MEDIA VALUE
1,008,000
$1,680
KZYR Interviews
60,000
$750
Mile Interviews
16,000
$300
AMT Interview
8,000
$150
120,000
$150
KZYR Spots
AMT Liners
1,212,000 MKTG & PR IMPRESSIONS $3,030 TTL MEDIA VALUE
TV OUTLET 9News
IMP.
MEDIA VALUE
11,700
$3,500
11,700 MKTG & PR IMPRESSIONS $3,500 TTL MEDIA VALUE
SOCIAL MARKETING SUMMARY
PAID CAMPAIGNS IMPRESSIONS
FOLLOWERS
Reach
Results
3,320,034
56,840
12,351
9,311 clicks
A total of three paid campaigns were run to retarget local music/festival fans and increase local awareness of the events
IMPRESSIONS
FOLLOWERS
208,182
6,402
@WinterOpening experiences higher activity and engagement when broadcasting live race results and promoting the festivities surrounding the event. Organization strategy with Twitter is focused on providing realtime and up-to-date news source
HASHTAG ENGAGEMENTS IMPRESSIONS
FOLLOWERS
#wherewinterbegins
#bcworldcup
#wherewinterbegan
230,640
9,610
1,909
350
199
In the two months leading up to and during the event, @WinterOpening experienced a 74.2% photo engagement rate and a 25.8% video engagement rate
WEB MARKETING SUMMARY – AMERICASWINTEROPENING.COM
SESSIONS
PAGE VIEWS
22,843
42,113
AVG. DURATION
AVG. PAGES/SESSION
1:03
1.68
% NEW USERS
TOP VISITED PAGE
77.18%
Schedule
2016 CREATIVE MARKETING SUMMARY
SEE YOU NEXT WINTER #WHEREWINTERBEGINS