February 8 – 10, 2013
Winter Teva Mountain Games | Scene
The Opportunity In 2002, the Teva Mountain Games™ married adventure sports with the essence of mountain lifestyle to create the largest celebration of mountain culture in the United States. Over the last 9 years, the Mountain Games™ has evolved to showcase the best athletes within climbing, kayaking, cycling, multi-sport, paddling, trail running and fly fishing, all summer sports. In 2012, the Mountain Games takes the next logical step and evolves into Winter. We will continue to embrace and celebrate our mountain culture and sustainable values through our human powered competitions, music, art and nightlife. The Teva Mountain Games draws 45,000 spectators, almost 3,000 competing athletes and 175 credentialed media to Vail every Summer. Our Winter celebration aims to match those numbers within three to five years, beginning in the first year with core winter competitions and expanding from there. Some will be lured by the prospect of enjoying the authentic mountain scene in winter while some make the pilgrimage for the $60,000 cash Purse. As a sponsor of the Teva Winter Mountain Games, our partners will have the opportunity to connect with ~25,000 passionate outdoor enthusiasts. Coupled with unique activation venues as well as a national multi-media presence, a partnership with the Teva Winter Mountain Games creates traceable ROI while positioning our partner as the category leader in adventure product or service and culture.
The Competitions Amateurs & Pros on Same Starting Line: $60,000 Cash Purse
• Ice/Mixed Climbing • Bike (All on Snow) - Big Air/Best Trick Comp - On Snow Crit - Downhill Dual Slalom • XC Snow Shoe Race • Nordic Freestyle Race • Telemark Big Air/Best Trick Comp • Ski Mountaineering/Ascension Race • The Vail Uphill • 7 Wonders of Vail Challenge • Boot Run Obstacle Course
• Ultimate Mountain Challenge • Avalanche Dogs • Mountain Click Photo Competition
The Lifestyle (Music, Art, Mountains) Music: Mountains of Music: Year one will showcase Two Free concerts. The first will be Thursday immediately following the opening ceremonies. A larger (Headliner) act will be held on Saturday evening. Both concerts will be outdoors/under the stars. Final location(s) of concerts is TBD. Art: Film Premiers/Screening (Winter Outdoor Reels). As a continuation of the growing success we have seen with Film Screenings during the Summer Mountain Games, the evening aspect of WMG will include one, possibly two evenings of Film Premier/Screening choices free to public. Starting Thursday night and concluding with awards on Saturday late afternoon will be an Ice Carving competition conducted outside in consumer view starting with each artist receiving a simple block of ice transforming into Art. Final concept and rules TBD. Mountain Click Photo Competition: The most unique photo comp in the outdoor world will pit amateurs and pros against each other to capture an iconic Teva Winter Mountain Games portfolio. With a desirable cash purse up for grabs, the competition will be fierce. The Mountain Town of Vail The athletic competitions mentioned above will be fused with Music and Art in a celebration of the mountain lifestyle. Each day, spectators, in addition to viewing the exciting athletic competitions will enjoy a dynamic health, lifestyle exposition with all the greatest products and services.
Quick Facts Athlete Registrations: 800 unique registrants making up 873 total competition starts Community Economic Impact: $633,340 (only those who came to Vail specifically for WTMG.) Spectators: 10,000 estimated over 3 days An additional 45,000 skier visits through event zones during the course of the event. Most Skier Visits to Date in 2011-2012 Season on 2.11.12: 18,456 680 More Room Nights Sold in 2012 vs. Same Weekend in 2011 Total Marketing Impressions: 165,100,424 PR Circulation: 103,661,723 PR Coverage Includes: National Geographic, Outside Magazine, ESPN.com, SKI, Pinkbike, Elevation Outdoors, Spirit – Southwest Airlines, The Gear Junkie, Denver Post, 9News, and many more national and international outlets. Television: 70,000,000 + Impressions
Marketing Summary At A Glance Impressions: TMG.com Page Views = 223,479 Social Media Shares from TMG.com = 404,000 Social Media = 34,239,038 Print Advertising = 19,113,036 PR = 103,661,723 Banner Advertising = 1,598,343 Email Blast = 2,491,866 Radio Ads = 2,397,460 TV Advertising = 971,479
Media Value: TV Advertising = $107,210 Print Advertising = $633,699 Banner Advertising = $15,899 E-Blasts = $12,459 PR = $1,652,070 Radio Advertising = $47,805 Social Media Shares from TMG.com = $2,020 Social Media = $22,322
Total Marketing Impressions: = 165,100,424
Total Media Value: = $2,493,484
2012 Winter Creative
Television Summary 2012 Winter Television Overview: The content from year 1 of Winter Teva Mountain Games presented by Eddie Bauer was too awesome to not share with a national audience. As such, we embraced, with our TV Production and Distribution partner, Jalbert Films a 30 minute TV show. The half hour show will air on: FOX Sports National (FSN): 40 million guaranteed US households with up to a total of 80 million potential US households depending on FSN affiliates picking up the show. Airing window will be late March / April 2012 with potential for multiple re-airs. Universal Sports Network: More than 30 million US households. Airing window will be late March / April 2012 with multiple re-airs for up to a year. Outside TV: 35 Destination Resort markets across the US. Airing window is late March / April 2012 with multiple re-airs.
Total Potential Impressions: = 110,000,000 +
Total Guaranteed Impressions: = 70,000,000 +
Research Highlights Total completed surveys – 115 Sample size provides statistical validity with an error rate of 9% at a 95% confidence interval Estimated attendance – 10,000 (+/- 20% error level should be considered) *does not include general skier traffic through event zones Estimated revenue generated to the Town of Vail - $633,340 (+/- 20% error level should be considered) Net Promoter Score – 35 Overall Satisfaction – 4.4 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied)
73% of the attendees came to Vail, CO specifically for the Winter Teva Mountain Games 50% of the attendees had attended the Summer Teva Mountain Games in the past Average number of days attended – 1.92 Favorite event – Big Air Events One Change – More events (particularly on Friday) “Word-of-mouth” and “Newspapers” were selected most when asked, “How did you hear about and/or where did you see advertising for the WTMG?” 64% are “Very” or “Extremely Likely” to return in the future 68% of the attendees staying in paid lodging stayed in Vail, CO Average nights stayed in paid lodging – 5.08
Average group size of those lodging – 4.92 Average age (total) – 33 yrs. | Average age (including children) – 31 yrs. | Average age (children in attendance) – 8 Average Athlete age - 26 Estimated number of room nights generated by the WTMG – 849 Estimated average nightly rate in Vail - $259
2012 Winter Partners