2012 Stakeholders Report Vail Valley Foundation/ Audi Birds of Prey World Cup
Executive Summary Thank you for your most generous support of the 2012 Audi FIS Birds of Prey World Cup Race Week at Beaver Creek. Your invaluable contributions once again enabled us to produce a tremendous trio of world class competitions that truly showcased not only our community, but our sport as well. These events annually serve as a wonderful international showcase for all of our valued sponsor partners and their stellar brands. Events such as the 2012 Audi FIS Birds of Prey would not exist without the dedication and commitment of our valued sponsors and we are most fortunate to have many wonderful relationships with our partners that help us to continually raise the bar.
We are also blessed to work in conjunction with the consummate race professionals and staff of our partners from Beaver Creek Resort and Vail Resorts. Despite extremely challenging snowmaking conditions this Fall, they were able to produce an exceptional race product that is unrivaled on the World Cup circuit. We were pleased to welcome some new partners to this year’s event and we are thrilled with the feedback we have received from them to date. It is gratifying to see and hear this sort of positive reaction from sponsors that are experiencing the Audi FIS Birds of Prey Race Week animation for the first time. On the race course, the athletes thrilled the large crowds that gathered each day with incredible performances. The highlights most certainly included an incredibly challenging Super-G course and competition, as well as Ted Ligety’s dominant Giant Slalom victory. From the broadcast side, NBC continued our prime network television slot on Sunday with the Downhill show, while the NBC Sports Network also aired shows for the Downhill, Super-G and Giant Slalom, including going live with the second run of GS. Additional on-site television included international broadcasters from six nations, including crews from Eurosport, Austria, Norway, Switzerland and Italy.
Both on and off the racecourse, the 2012 Audi FIS Birds of Prey was hailed as an unqualified success, as well as an important next step on the road to the 2015 FIS Alpine World Ski Championships. As a valued sponsor of this event, you play an integral role in our team and share in these tremendous accomplishments. We extend a sincere thank you for your continued support of the Vail Valley Foundation and we eagerly anticipate having the chance to work with you again in 2013 on the road to the 2015 FIS Alpine World Ski Championships.
Michael Imhof, Senior Vice President, Operations & Sales Vail Valley Foundation
2012 AT A GLANCE
SPONSOR SPOTLIGHT
2013 PARTNERS
2012 BOP BY THE NUMBERS Community Economic Impact: $2.6 million (+/- 20%) Value of Word Of Mouth Advertising Economic Impact: $449,400 TOTAL EVENT ECONOMIC IMPACT: $3,049400 SPECTATORS: 16,035 TOTAL MARKETING IMPRESSIONS: 288,589,690
2012 Creative
2012 MARKETING SUMMARY MEDIA IMPRESSIONS AND MEDIA VALUE
Marketing Outlet: Domestic Television
Viewers:
Media Value:
Men’s Downhill On NBC Men’s Super-G/NBCSN Giant Slalom/NBC Sports
1,641,900 270,000 270,000
TOTAL =
International Television
2,181,900
Downhill Super-G Giant Slalom
54.82 Million 32.92 Million 55.73 Million
TOTAL =
$12,712,876
138,431,900
Print Advertising
3,046,000
$28,259
Public Relations
138,403,375
$1,660,840.5
3,401,697
$18,938
168,618
$1,898
Radio Advertising
50,000
$11,300
TV Advertising
50,000
$3,000
TOTALS:
288,589,690
$14,437,111
Website & Social Media Online Videos
TV SUMMARY: DOWNHILL BEAVER CREEK DOWNHILL RACE
Downhill US Television = 1,641,900 Viewers Downhill International Television = 54.82 Million Viewers
Total Birds of Prey Viewership = 138,431,900
TV SUMMARY: GIANT SLALOM BEAVER CREEK GIANT SLALOM RACE
GS US Television = 270,000 Viewers GS International Television = 55.73 Million Viewers
Total Birds of Prey Viewership = 138,431,900
TV SUMMARY: SUPER-G BEAVER CREEK SUPER-G RACE
Super-G US Television = 270,000 Super-G International Television = 32.92 Million
Total Birds of Prey Viewership = 138,431,900
DIGITAL & TV ADVERTISING DIGITAL IMPRESSIONS AND MEDIA VALUE Outlet:
Impressions:
Media Value:
4,752,188
$5,845
Denver Post: iPad App
36,723
$972.24
Denver Post: iPad Interstitial
34,755
$1,390
Denver Post: AdTaxi Tablet
60,000
$1,680
Denver Post: AdTaxi PPC
477,473
$7,687
Yahoo! PPC
71,540
$1,430
1,453,835
$560
2,864
$3,184
6,889,378
$22,928
Denver Post: Snow Report, Facebook & Twitter Widget
Facebook Ads, Promoted Posts/Stories
Birds of Prey Digital Program
TOTALS:
TV IMPRESSIONS AND MEDIA VALUE Outlet:
Impr/Circulation:
Media Value:
TV8 Vail Event Promos/Interviews
25,000
$1,500
TV8 Vail Event Coverage
25,000
$1,500
50,000
$3,000
Totals:
PRINT & RADIO ADVERTISING PRINT MEDIA IMPRESSIONS AND MEDIA VALUE Outlet:
Impr/Circulation:
Media Value:
2.6 million
$9,304
Vail Daily: Schedule Ad (x11)
407,000
$16,335
Daily Weekly: Schedule Ad (x2)
30,000
$370
SRD Catalog: Schedule Ad (x1)
Unknown
No Value Assigned
WC Ski Guide: Schedule Ad (x1)
Unknown
No Value Assigned
Event Posters
1,000
$250
Mini Schedules
8,000
$2,000
3,046,000
$28,259
Denver Post: Schedule Ad (x2)
Totals:
RADIO IMPRESSIONS AND MEDIA VALUE Outlet:
Impr/Circulation:
Media Value:
KZYR Liners (:30) – 200 ttl
10,000
$3,000
KZYR Art Contest
10,000
$1,500
KZYR Spectators Guides (:90) – 30 ttl
10,000
$1,800
KZYR Fantasy Downhill
10,000
$2,000
KZYR Live Race Coverage
10,000
$3,000
50,000
$11,300
Totals:
PUBLIC RELATIONS Coverage Highlights Include: 182 accredited members of the national and international media representing approximately 100 different media outlets including: Associated Press, The Denver Post, The New York Times, Outside Magazine, Ski Magazine, Reuters, CBS, NBC, ABC, Agence France Presse, Alpine Canada, Austria Presse Agentur, Blick Sport, Eurosport, Getty Images, New York Daily News, Ski Racing Magazine, Universal Sports and many others.
IMPRESSIONS = 138,403,375 MEDIA VALUE = $1,660,840.50 * Impressions & PR Value calculated by Cision
WEB & SOCIAL SUMMARY Facebook:
2,676,498 Impressions 4,242 new “likes”
Twitter:
615,330 Impressions
315 new “followers” 1,000+ tweets using #BCWorldCup official hashtag
Instagram:
16,200 Impressions
300+ pictures posted using #BCWorldCup official hashtag
BCWorldCup.com: 93,669 page views
Total Web & Social Impressions = 3,401,697
BCWorldCup.com MEDIA VALUE = $2,340
Facebook MEDIA VALUE = $13,381
Twitter MEDIA VALUE = $3,077
Instagram MEDIA VALUE = $140.94
Total Web & Social Media Value = $18,938
ONLINE VIDEO SUMMARY BCWorldCup.com New Video Views: 2011 Views = 576 2010 Views = 10,169 2009 Views = 1,775 2008 Views = 5,354 2007 Views = 6,372 2006 Views = 415 2005 Views = 607 2004 Views = 537 2003 Views = 942
Total NEW Website Video Views = 26,747
BCWorldCup.com MEDIA VALUE = $320
YouTube MEDIA VALUE = $1,336
Birds of Prey YouTube Videos: 2012 Views = 65,826 2011 Views = 1,386 2010 Views = 15,904 2009 Views = 9,933 2008 Views = 6,669 2007 Views = 11,581
Total NEW YouTube Video Views = 111,299 uStream Live Behind The Scenes Broadcasts: 48,572 video views
Total Online Video Views = 186,618
uStream MEDIA VALUE = $242
Total Online Video Media Value = $1,898
RESEARCH HIGHLIGHTS
• Estimated attendance: 16,035
• Sample size: 178 In-person Intercepts • 91% of the respondents came to Beaver Creek specifically for the BOP • 68% were returning guests to the BOP • Intent to Return – 94% rated “Very” or Extremely Likely” • Net Promoter Score – 78 • Overall Satisfaction – 4.7 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) • One Change – Venue Access, Snow conditions, and Additional seating/bleachers • “Word-of-mouth” (70%) was selected most, and “Newspaper” second (15%) when asked “How did you hear about, and/or where did you see advertising for the BOP this year?” • Estimated revenue generation - $2.6M(+/- 20%) • 43% were locals, 48% were overnight visitors (visiting BC specifically for BOP) • Average nights stayed in paid lodging in Beaver Creek – 3.2; Estimated number of room nights generated by the BOP – 1,327; Estimated average nightly rate in Beaver Creek - $438
• Average group size – 4.5 • 42% of event attendees ages 25-44
Thank you for helping make the 2012 Audi Birds of Prey World Cup Race Week a success. We look forward to seeing you for men’s and women’s racing in 2013!