2022 STAKEHOLDERS REPORT
THANK YOU
Dear Ski Racing Friends,
The Xfinity Birds of Prey Audi FIS Ski World Cup at Beaver Creek resort is where legends are made – and this year we saw the emergence of a new dominant force in the form of Aleksander Aamodt Kilde. With four wins in a row at our iconic event, the Norwegian racer’s name is now up among other greats from the event’s 22-year history, including Ted Ligety of the USA, Aksel Lund Svindal of Norway, and of course the great Hermann Maier of Austria.
It is thanks to steadfast support of our local community, and the global ski racing family, that we were once again able to witness history in the making on our beautiful Rocky Mountain slopes.
On behalf of the Board of Directors and staff of the Vail Valley Foundation, our 555 volunteers, our dedicated sponsors, and critical partners including Vail Resorts, Beaver Creek Resort Company, U.S. Ski & Snowboard, the International Ski Federation (FIS), the U.S. Forest Service, Ski & Snowboard Club Vail, and everyone who comes together to create this exceptional event, we thank you for your support 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, we wish you the very best in 2023.
Mike Imhof | VVF President
Sincerely,
2022 EVENT HIGHLIGHTS
Ranked as the number one overall stop by the athletes and coaches who participate, the Xfinity Birds of Prey Audi FIS Ski World Cup kicked off December 2nd, 2022 with 15” of snowfall, excitement, and hard work from our dedicated volunteers to get our epic racecourse prepared for Saturday’s Downhill after a Friday cancellation.
555
Xfinity Birds of
309
150
Total
Prey Volunteers
Mountain House Talon Crew
Ski & Snowboard Club Vail Staff, Parents & Racers
*Friday Downhill was cancelled due to snow.
*Does not include Beaver Creek skier visits during the event window, which was a busy powder-skiing weekend.
*6.5% margin of error.
2,673 ROOM NIGHTS BOOKED 89 NET PROMOTER SCORE 10,567* TOTAL ATTENDANCE $3.4M ECONOMIC IMPACT EVENT OVERVIEW
XFINITY BIRDS OF PREY
Take a look at some of the highlights from 2022 Xfinity Birds of Prey celebratory weekend!
Beaver Creek Village
The snow did not stop our live music, athlete signings, fireworks and vendor village from partying like it was 1999!
Sold Out Beers of Prey
With over 640+ attendees and 15 breweries, Beers of Prey was once again a huge success.
River Radamus Hailing from Edwards, CO, River Radamus got the hometown crowd roaring with a 16th place finish, which was quite a feat with bib number 57.
Seeing Double
Norway’s Aleksander Aamodt Kilde and Switzerland’s Marco Odermatt finished 1st and 2nd in both Downhill and Super G.
EVENT DEMOGRAPHICS
Gender: Female: 36% Male: 63% Null: 1%
not to
1%
Education: Bachelors degree or higher: 75%
Income Categories: Earning 100K+: 60%
Location: Local: 52% Overnight Visitors: 45%
*Minors under the age of 18 are not surveyed which skews the overall average age
|
Prefer
answer:
TOP CATEGORIES: Outdoor Enthusiast | Sports Enthusiasts
Travelers
TOP STATES OF ORIGIN: Colorado | Texas | California Age: Average adult age: 49.3*
SURVEY HIGHLIGHTS 93/100 SATISFACTION RATE 89 NET PROMOTER SCORE 72% REPEAT ATTENDEES 91% VERY/EXTREMELY LIKELY TO RETURN 88% CAME TO BEAVER CREEK FOR THE EVENT 3.8 AVERAGE NIGHTS IN LODGING 2.745B+ TOTAL MARKETING IMPRESSIONS TOP REFERRALS: WORD OF MOUTH, NEWSPAPER, INSTAGRAM
“
RACERS WERE '...AMAZED,' HOW WELL THE TRACK WAS PREPARED (AFTER A 15” SNOWFALL ON FRIDAY).
–Markus Waldner
FIS Chief Race Director, World Cup Men
SPONSOR ACTIVATIONS
SEE ALL SPONSOR PHOTOS
MARKETING & PR SUMMARY 2.745B+ TOTAL IMPRESSIONS $25.3K PAID MEDIA VALUE 23.25% AVERAGE ENGAGEMENT
MARKETING BREAKDOWN The Xfinity Birds of Prey marketing plan was focused on the overall weekend festivities and attendance in Beaver Creek Village and Red Tail Stadium as well as building an increased awareness/interest in North American ski racing. PUBLIC RELATIONS 2.7B TOTAL REACH $25.2M PUBLICITY VALUE 602 PLACEMENTS DIGITAL 1,135,564 IMPRESSIONS $8,590 MEDIA VALUE 16 PLACEMENTS BIRDS OF PREY SOCIAL 2,862,136 IMPRESSIONS 105,462 ENGAGEMENT $23,019 MEDIA VALUE 79,005 FOLLOWERS
EMAIL 8,804 SUBSCRIBERS 41.58% OPEN RATE 2.14% CTR 15 EMAILS SENT PARTNER EMAILS 395,549 SUBSCRIBERS 0.14% CTR 57.90% OPEN RATE 6 EMAILS SENT VIDEO / OTT 217,216 IMPRESSIONS $4,700 MEDIA VALUE 30 PLATFORMS *Commercial aired on Monday Night Football on ESPN PRINT 488,000 CIRCULATION $18,524 MEDIA VALUE 217 PLACEMENTS RADIO ADVERTISING 125,377 TOTAL REACH $2,534 MEDIA VALUE 5 OUTLETS
1,594,900 FOLLOWERS 1,258,227 IMPRESSIONS 173,722 ENGAGEMENT PARTNER & EARNED SOCIAL
TELEVISION WEBSITE 2,336,153 TOTAL DOMESTIC VIEWS* CNBC/NBC/PEACOCK/OUTSIDE* 69,200 SESSIONS 50,400 USERS 84.1% NEW USERS 143,070 PAGE VIEWS TOP CONTENT: HOME PAGE | EVENTS | FESTIVITIES * TV numbers represent domestic TV viewershipinternational broadcast information will be added in the spring. * Peacock impressions coming soon. * Friday’s coverage was a re-aired prior race due to the cancellation.
THANK YOU!
Photo Credit: Chris Kendig & Jon Resnick