2021 STAKEHOLDERS REPORT
2021 EVENT HIGHTLIGHTS 56,891 ESTIMATED SPECTATORS 2,064 TOTAL ATHLETES
The country's largest celebration of adventure sports, art and music in Vail, Colorado June 10-13, 2021 ABOUT THE VAIL VALLEY FOUNDATION: The GoPro Mountain Games is owned and operated by the Vail Valley Foundation, a non-profit organization that seeks to enhance the quality of life in the Vail Valley through arts, athletics, and education. ABOUT VAIL, CO: While Vail is most-known for its 5,289 skiable acres, this ski town turns into an outdoor enthusiasts dream in the summer with 1,100 acres of open space and 350,000 surrounding acres of national forest. Creating a safe open-air venue to host multiple competitions, activations and concerts. Vail remains open with hotels, restaurants and merchants operating per public health guidelines, an exceptional healthcare system, and both the Town of Vail and Vail Resorts demonstrating that they can offer an exceptional mountain experience when safety protocols are in place and of the highest priority.
2,432 ATHLETE REGISTRATIONS 3 MOUNTAINS OF MUSIC CONCERTS W/ 7,400 ATTENDEES 60 BRAND SPONSORS $4M ECONOMIC IMPACT 70 NET PROMOTER SCORE 1.6M SOCIAL IMPRESSIONS *Not including influencer impressions.
THE MOUNTAIN GAMER MALE VS. FEMALE AVERAGE AGE EDUCATION MEAN HHI
ATHLETE
SPECTATOR
56/44
55/45
33
50*
76% 4 YEAR DEGREE OR HIGHER
TRAVELERS, OUTDOOR ENTHUSIASTS, SPORT ENTHUSIASTS, HEALTH & FITNESS FOCUSED
69% EARN MORE THAN $75K
40% MARRIED WITH FAMILY
69% IN-STATE | 31% OUT-OF-STATE TOP STATES OF ORIGIN: CO, TX, FL
21% ATTENDED WITH A DOG
*Refers to average adult age, children under 18 are not surveyed or accounted for in this average. 8.4% of our guests attended with children under the age of 18. Due to COVID-19 and vaccination rates at the time of the event, our audience shifted slightly older for the 2021 event. In a typical year, average adult spectator average age is in the lower 40s.
2021 RESEARCH HIGHLIGHTS 4 . 7 S AT I S FA C T I O N R AT E ( O U T O F 5 )
AV G . G R O U P S I Z E : 3 . 2
AV G . # O F DAYS AT T E N D E D : 2 . 2
AV G . # N I G H T S I N L O D G I N G : 3 . 8
7 0 % C A M E T O VA I L S P E C I F I C A L LY FOR THE EVENT
2 , 8 9 8 R O O M N I G H T S G E N E R AT E D
5 7 % H AV E AT T E N D E D I N T H E PA S T
13,363 BEERS, 1,263 GLASSES OF W I N E A N D 7 , 7 8 5 C O C K TA I L S S O L D
8 0 % V E RY / E X T R E M E LY L I K E LY T O RETURN
97.6 MILLION MARKETING IMPRESSIONS
FAV O R I T E E V E N T S : D O C K D O G S , K AYA K I N G , S L A C K L I N E
TO P R E F E R R A L S : WO R D - O F MOUTH, POSTER, SPONSORS, SOCIAL MEDIA
MARKETING & PR TOP EDITORIAL COVERAGE
97.6M IMPRESSIONS
Colorado Public Radio JamBase 9News
$1.2M MEDIA VALUE
Lonely Planet The Inside Line
76 PLACEMENTS TOP-TIER MEDIA IN ATTENDANCE
4.6M PRINT IMPRESSIONS
1.67M SOCIAL IMPRESSIONS
MARKETING & PR REACH PRINT 94.2M IMPRESSIONS $ 1 . 1 M M E D I A VAL U E 1 8 N AT I O N W I D E A D PLACEMENTS
DIGITAL 623K IMPRESSIONS 0.21% CTR
VIDEO 42.5K VIDEO VIEWS 18 UNIQUE VIDEOS
35.9K FOLLOWERS 409K IMPRESSIONS 19.8K ENGAGEMENTS
14.5K SUBSCRIBERS 2 0 . 1 1 % O P E N R AT E 2.8% CTR
INSTAGRAM 25.2K FOLLOWERS 665K IMPRESSIONS 13.4K ENGAGEMENTS
4 D A I LY L I V E S H O W S W I T H 105K VIEWS 1 6 6 U L T I M AT E M O U N T A I N MOMENT ENTRIES WITH 77K VIEWS 3 4 2 K T O TA L V I E W S
WEBSITE 466K SESSIONS 11 4K U S E R S 123K MAP VIEWS T O P C O N T E N T: S C H E D U L E , M U S I C , X C M O U N TA I N B I K E
PODCAST 1 SHE EXPLORES MINI-SERIES WITH 4 UNIQUE PODCASTS 120K IMPRESSIONS 18.7K DOWNLOADS
EVENT INFLUENCERS & CREATORS 10 INFLUENCERS/CONTENT CREATORS 1.59M FOLLOWERS 40+ IN-FEED POSTS 325+ INSTAGRAM STORIES 2.4M EST. IN-EVENT REACH
BROOKS LAICH @brookslaich Athlete + Content Creator 445K Followers
WILEY @hi.wiley Orijen Ambassador 209K Followers
CHRIS BENCHETLER @chrisbenchetler 191K Followers SKYE WALKER @skyewalker_art 16.8K Followers On-Site Event Artists
ARIELLE SHIPE @arielleship Yoga Instructor 180K Followers
SELEMA MASEKELA @selema Live Show Host 95K Followers
MAX RANTZ-MCDONALD @livetothemax Live Show Contributor 46K Followers
WADE HOLLAND @wadeholland Ultimate Mountain Moments Host 190K Followers
ARIEL TWETO @arieltweto Live Show Contributor 112K Followers
ABBY WREN @abbywrenartistry Makeup Artist 101K Followers
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THANK YOU! We look forward to connecting and, in partnership with you, making the 2022 GoPro Mountain Games, June 9-12, the best Mountain Games event to-date. DAVE DRESSMAN
VP of Sales & Sponsorship 619.764.0940 ddressman@vvf.org
VIEW ALL 2021 EVENT PHOTOS & VIDEOS