2023 STAKEHOLDERS REPORT
DEAR FRIENDS, The 2023 Xfinity Birds of Prey Audi FIS Ski World Cup at Beaver Creek was a year unlike any other. For the first time in our community’s international ski racing history, which dates back to the early 1960s, severe weather led to a cancellation of all three of our scheduled races. It is a testament to the quality of our event’s surrounding festivities that we can still look upon this year’s event as a success. Thousands of people came to our race venue & Beaver Creek Village for concerts, athlete signings, sponsor activations, and more. As you’ll see in this document, many of our sponsors/stakeholders reported a very successful event that included a high volume of quality interactions with fans. On behalf of Vail Valley Foundation's Board of Directors and our staff, our 596 volunteers, our wonderful sponsors, and our dedicated partners including Vail Resorts, Beaver Creek Resort Company, Beaver Creek Restort, U.S. Ski and Snowboard, the International Ski and Snowboard Federation (FIS), the U.S. Forest Service, Ski & Snowboard Club Vail, and all of you, who worked tirelessly to create this exceptional event, we thank you for your contributions and partnership. Learn more about our unique nonprofit organization, the Vail Valley Foundation, at vvf.org, and please don’t hesitate to contact us to learn more about Xfinity Birds of Prey or any of our other events, venues, or programs.
Sincerely Mike Imhof, VVF President
THANK YOU
2023 VOLUNTEERS 326
TALON CREW
271
EVENT VOLUNTEERS
218
SKI & SNOWBOARD CLUB VAIL (and visiting ski clubs)
EVENT OVERVIEW
2,339
ROOM NIGHTS BOOKED
92/100
OVERALL SATISFACTION
6,989
*
TOTAL ATTENDANCE
*Friday, Saturday, & Sunday races were cancelled. *Does not include Beaver Creek skier visits that day. *6.5% margin of error.
$2M
ECONOMIC IMPACT
EVENT HIGHLIGHTS WEATHER WINS
FESTIVAL WEEKEND
Mother Nature brought insurmountable challenges to the Birds of Prey course and for the first time in the long history of ski racing in Vail/Beaver Creek, despite Herculean efforts by the event and course crews, all three races were cancelled.
Beaver Creek Village was alive with festival-goers in Birds of Prey Way, enjoying live music, the Pumphouse Bar, athlete signings, and more. With or without races, the party in the Village and festival atmosphere continued strong throughout the weekend.
VIP PARTY Thousands of ski racing fans were quick to overcome their dismay at the cancellation of the races. It didn’t take long for the VIP tent to … literally? … start rocking on Friday and Saturday.
PUBLIC BIB DRAW This year, we hosted a public bib draw with the top racers! Racers selected a chef and in true Beaver Creek style, they were presented with a giant cookie which showed their bib number in icing. Yes, the cookies were edible!
EVENT DEMOGRAPHICS Gender:
Female: 34% Male: 64% Null: 2%
Colorado | Texas | Illinois | Michigan
Female: 34% Male: 64% Null: 2%
Education:
Bachelors degree or higher: 72%
Income Categories: Earning 100K+: 52%
Location:
Top States of Origin:
Local: 44% Overnight Visitors: 56%
72% 52% Local: 44% Visiting: 56%
Top Categories:
Sports Enthusiasts | Outdoor Enthusiasts | Traveler
Age:
Average adult age: 50.3*
* Minors under the age of 18 are not surveyed which skews the overall average age.
SURVEY HIGHLIGHTS 92/100 SATISFACTION RATE 79 NET PROMOTER SCORE 67% REPEAT ATTENDEES 93% CAME TO BEAVER CREEK FOR THE EVENT 90% VERY/EXTREMELY LIKELY TO RETURN 4.3 AVERAGE NIGHTS IN LODGING 4.06B+ TOTAL MARKETING IMPRESSIONS TOP REFERRALS: WORD OF MOUTH, NEWSPAPER, INSTAGRAM
FESTIVAL WEEKEND LIVE MUSIC • BEERS OF PREY • PUBLIC BIB DRAW ATHLETE SIGNINGS & MORE!
“
Canceling all three races this year was heartbreaking for our Birds of Prey team and Beaver Creek community. But, in witnessing the tremendous effort poured into the event, both on and off-hill, and the outpouring of support from our community and our Birds of Prey attendees and partners, it is hard to walk away from the week with anything but gratitude. We may not have raced, but it was still an incredible Festival weekend.
Sarah Franke, Event Director
DEC 1 DOWNHILL | DEC 2 DOWNH
BIRDS OF PREY WAY | LIVE MUSIC | BEERS OF
HILL | DEC 3 SUPER G PREY | BCWORLDCUP.COM
SPONSOR ACTIVATIONS
SEE ALL SPONSOR PHOTOS
MARKETING & PR SUMMARY
4.06 B+
TOTAL IMPRESSIONS
$7.7 M+
PAID MEDIA VALUE
Public Relations 4.06 B+ Total Reach
807 K+
Impressions
1,209
Placements
Social
3.5%
Publicity Value
Impressions
Followers
$7.6 M+ 20
1.33 M+
Placements
Radio
Media Value
Reach
$16.2 K+
48 K+
Engagement
75.5 K+ 1.9 K+
Media Value
120
Airings
Digital
23
40.26%
Impressions
$10 K+
8.8 K+
1.79%
763.5 K+
Placements Media Value
Subscribers
Average Open
Average CTR
PARTNER EMAIL MARKETING 408.8 K+
56.6%
3.55%
$10.2 K+
Recipients
Average Clicks
Average Open Rate Media Value
PARTNER SOCIAL 165
1.5 M+
1.03 M+
603 K+
Posts
Impressions
See top posts of 2023
Followers
Engagement
$20.6 K+ Media Value
@daronrahlves
@akilde
@riverradamus
BCWORLDCUP.COM 75 K+
49.9 K+
44.8 K+
167 K+
Sessions
New Users
Users
Page Views
TOP CONTENT:
Birds of Prey | North America’s Downhill Schedule of Events | Birds of Prey World Cup Races | Birds of Prey
DEC 1 DOWNHILL | DEC 2 DOWNHILL | DEC 3 SUPER G THANK YOU!
BIRDS OF PREY WAY | LIVE MUSIC | BEERS OF PREY | BCWORLDCUP.COM