2015 GoPro Mountain Games Stakeholders Report

EVENT NOTES

DEAR FRIENDS We are sincerely grateful for your business and partnership. The success of the 14th annual GoPro Mountain Games is directly attributable to 114+ top tier outdoor lifestyle brands that choose this event as one of the platforms by which to showcase your products and services and grow your brand.

We remain very proud of this event and sincerely hope it has helped you to exceed your own brand goals and objectives.

Please enjoy this detailed stakeholder report and do not hesitate to contact us should you have questions or need additional information.

Warm Regards, Mike Imhof, Sr. VP Sales & Development Vail Valley Foundation

2015 STRENGTHS Adjusted national television package with one stand alone 60 minute broadcast and inclusion in NBC’s World Of Adventure..

GoPro engagement and commitment.

Record crowds.

Highest net promoter score in event history: 83.

LOOKING TO THE FUTURE Expanded event footprint.

Exploring new events.

Expanded focus on increasing competitor numbers.

BY THE NUMBERS

419,960,039

MKTG/PR IMPRESSIONS

2,492

$2,785,498 MEDIA VALUE

2,876

UNIQUE ATHLETES

ATHLETE STARTS

114 +

240

BRAND PARTNERS

EVENT AT A GLANCE

CREDENTIALED MEDIA

COMMUNITY IMPACT

62,207 SPECTATORS

$4.87M ECONOMIC IMPACT

Est. revenue generated to the Town of Vail

ATHLETES VS. SPECTATORS

DEMOGRAPHICS & PSYCHOGRAPHICS

84%

74%

COMPARISION

SPECTATORS

ATHLETES

67%

Male/Female

54% / 46%

70% / 30%

Own A Dog

Watch five hours or less of TV/ week

Average Age

38

32

39%

60%

Average Nights Stayed

3.1 (paid lodging in Vail) 6.1 (“all accommodations)

2.6

Traveled more than 50 Miles

54%

68%

HHI

78% less than $100K 22% more than $100K

85% less than $100K 15% more than $100K

“Outdoor Enthusiasts”

45%

“Sport Enthusiasts”

Married With Children

Own vs. Rent their home

FAV SUMMER ACTIVITIES | TOP 5 STATES OF ORIGIN 1.) Hiking 2.) Kayak/Boating/Rafting 3.) Camping 4.) Mountain Biking 5.) Traveling

1.) Colorado 2.) Texas 3.) Minnesota 4.) California 5.) Illinois

DEMOGRAPHICS & PSYCHOGRAPHICS

PARTNER SPOTLIGHT

GOLD/PLATINUM PARTNERS

OFFICIAL PARTNERS Black Box Wines Gallegos FITS Socks TRANGO Starbucks

Blue Buffalo GoalZero USA Climbing Ruffwear Svedka Vodka

Colorado Mountain Express Redington Faber Audio Visuals Zip Adventures Trigger Point

Camp Chef Klean Kanteen Trek Jaybird U.S. Forest Service

Costa Go RVing Osprey 1st Bank

DockDogs Dublin Dog GU IFSC

Trail Runner 5280 Magazine 97.7 The Zephyr

Red Bulletin Denver Post 93.3 KTCL Denver

SUP The Mag Boulder Daily Camera 97.3 KBCO Denver

Canoe & Kayak ResortApp

Bike Magazine TV8 Vail

MEDIA PARTNERS Rock & Ice Elevation Outdoors SUP Connect

2015 BRAND PARTNERS

2015 GERBER GEAR TOWN 10th Mountain Whiskey Adventure Technology Aksel's Hats and Tees Antlers at Vail Avex Sport Bagito Beyond Coastal Big Mountain Enduro Black Box Wines Bomber Gear BOOM by Polk C4 Waterman Camp Chef Chipotle Chuck and Don's Cirque Mountain Apparel Columbia Comcast Concrete Coast Clothing Coors Light Costa Dagger Kayaks Door to Door Organics

DT Swiss Dublin Dog EcoXGear Elevation Outdoors Enerplex Fish Pond FishPeople FITS Socks Gerber Gear Go RVing GoalZero GoPro GoPuck Gregory Mountain Packs GU Energy GURA GEAR HALA SUP Gear Hamboards Hi Dow Honey Stinger InCase Jack Link's JayBird Sport

2015 GEAR TOWN PARTNERS

Joshua Tree Products KIND Snacks Klean Kanteen Klymit Kokatat Kokopelli Raft Company KOTA Longboards Kyocera LifeProof Lilypond Local Honey Designs Marin Bikes Mars Veterinary Mile High Mountaineering MindShift Gear National Outdoor Leadership School (NOLS) Native Eyeware Nite Ize Nuun Hydration Optimum Nutrition Osprey Outside Adventure Film School

Packems Princeton Tec Red Fox Wireless Redington Rhino Rack Rislone Rock and Ice Magazine Rocky Mountain Sunscreen Ross Reels RuffWear Season Five Skratch Labs Slackline Industries Starbucks Steadman Clinic Tenkara The Chia Company The Red Bulletin Trango (GTHI) Trek Bicycles Trek Bikes Trek Light Gear Trident SUP (Starboard)

Trigger Point Tudor Watches Unleashed by Petco US Forest Service Vail Mountain Coffee and Tea Vasque Vibram USA VOLVO White Spacer 50px White Spacer 50px Plato Pet Treats Winnebago Yakima Yuba Zuke's

ATHLETES BY EVENT BIKE (Combined)

484

*RAFT (Combined)

XC MTB (All) Road Bike TT (All)

394 90

• •

CLIMB (Combined)

333

**RUN (Combined)

Bouldering WC Citizen Climbing Youth Climbing

128 130 75

• • •

DISC GOLF

112

SLACKLINE WC

25

DOGS (Combined)

565

*SUP (Combined)

155

486 79

• •

FISH 2 Fly X-Stream

76

ULTIMATE MTN CH. 28

*KAYAK (Combined)

223

ULTIMATE RIVER CH. 16

• •

• • •

• •

DockDogs Rocky Dog

•

Steep Creek

52

• • •

Freestyle 8 Ball DR Sprint

47 35 73

RAFT Cross R2 Raft Sprint

10K Spring Runoff Mountain Mud Run 1/2 Marathon

SUP Sprint SUP Cross S2 SUP Cross

PHOTO COMP

* Includes Ultimate River Challenge Participants ** Includes Rocky Dog Trail Run Participants

ATHLETE BREAKDOWN

116 46 54

823 276 334 134

85 50 20

45

ATHLETE TOTALS

2,492

UNIQUE ATHLETES

2,876

TTL. ATHLTE STARTS

MARKETING SUMMARY MEDIUM

IMPRESSIONS

MEDIA VALUE

Website

291,595

N/A

120,679,209

$615,289

66,820

N/A

13,046,013

$601,522

TV Advertising

713,333

$18,977

Digital & Email

3,534,971

$53,361

Radio

1,115,984

$67,250

TV Show(s)

900,000 +

$526,000

279,612,114

$903,099

Social Contest/Sweeps Print

Public Relations

MARKETING | AT A GLANCE

MARKETING TOTALS

419,960,039 MKTG IMPRESSIONS

$2,785,498 TTL. MEDIA VALUE

TELEVISION BROADCAST TOTALS

TELEVISION AT A GLANCE BEST OF THE GOPRO MOUNTAIN GAMES Airdate: July 11, 2015 Network: NBC Sports Network Rating: .06 Approximate viewers: 75,000 – 100,000 Media Value $126,000

World of Adventure

Airdate: August 1, 2015 Network: NBC Rating: .7 Approximate viewers: 800,000+ Media Value $400,000

Universal Sports & Outside TV Re-Airings:

Both of the above shows are re-broadcast on Universal Sports Network nationally no less than three times to 40MM+ potential U.S. households and on Outside TV no less than 3x to 161 resort markets reaching a potential 61 million viewers

TELEVISION SUMMARY

197M

POTENTIAL US HH REACH

900,000 +

ESTIMATED VIEWERS

$526,000

TTL. MEDIA VALUE

PRINT ADVERTISING PUBLICATION

FREQ

DATES

Outside Magazine

5

April, May, Buyers Guide, June, Oct.

Red Bulletin Canoe & Kayak Bike Magazine SUP The Mag Trail Runner Rock & Ice Elevation Outdoors Competitor Magazine 5280 Magazine

2 1 1 1 1 1 1 1 1

April, May May June April April April March February June

MISC/NEWSPAPER

FREQ

DATES

Vail Daily Daily Weekly Boulder Daily Camera Longmont Daily Times Call Colorado Daily Denver Post Westword Racks Official Event Posters Official Event Programs

5 4 8 4 4 4 800 3,000 10,000

April – June May – June May - June May - June May - June May - June April - May April - June June

MARKETING | PRINT

PRINT TOTALS

13,046,013 COMBINED AUDIENCE

$601,552

PRINT MEDIA VALUE

DIGITAL ADVERTISING WEBSITE Vail Daily Rock & Ice Trail Runner Triathalete.com Competitor.com iHeart Media – 93.3 & 97.7 MTBR.com RoadBikeReview.com MountainBuzz.com CDOT Mobile App & CoTrip.org Denver Post Boulder Daily Camera Longmont Daily Times Call Backpacker Magazine Climbing Magazine SKI Magazine SKIING Magazine Elevation Outdoors Blue Ridge Outdoors Facebook Ads Google Display Network

RUNDATES May-June April - June April – June April – May April - May May - June April – June April – June April – June May, - June May - June May – June May – June May – June May – June May – June May – June May-June May-June Jan – June April - June

MARKETING | DIGITAL & EMAIL

EMAIL BLASTS SENDER Elevation Outdoors Vail Resorts/Vail Mtn. OpenSnow Competitor.com RoadBikeReview.com MTBR.com MTBR.com RoadBikeReview.com VVF

FREQ 1 3 1 1 1 1 April – June April – June 14

DIGITAL TOTALS

3,534,971 IMPRESSIONS

$53,361

MEDIA VALUE

RADIO ADVERTISING STATION

RUN DATES

QTY/FREQ

KTCL 93.3 FM Denver/Front Range

May - June

200 Promotional Mentions 36 :30 Spots 72: Streaming Spots 7 On-Air Giveaways

KBCO 97.3 FM Denver/Front Range

May – June

200 Promotional Mentions 36 :30 Spots 72 Streaming Spots

KZYR 97.7 FM Vail Valley (The Zephyr)

May – June

25 athlete/sponsor interviews 78 :30 Spots 2 1 Hour Specials

KSKI Eagle, Summit, Route & Pitkin Counties`

May – June

6 on-air interviews 22 :60 spots 45 Promotional Mentions

LIFT FM Eagle, Summit, Route & Pitkin Counties

May – June

6 on-air interviews 22 :60 spots 45 Promotional Mentions

MARKETING | RADIO

RADIO TOTALS

1,115,984

COMBINED AUDIENCE

$67,250

MEDIA VALUE

TV ADVERTISING TV CHANNEL Comcast Spotlight: Denver Interconnect

RUN

UNIT/FREQ

May - June

:30 / 111

713,333

Stations: Animal Planet, Discovery, ESPN, ESPN2, NBCS, CNBC, CNN, Travel, Oxygen, VH1

Comcast Spotlight: MTN Buy

May – June

:30 / 422

Aspen, Glenwood, Rifle, Summit County, Winter Park, Salida, Steamboat Springs, Vail Valley

IMPRESSIONS

$18,977

Stations: Comedy Central, CNBC, CNN, Discovery, ESPN2, HGTV, NGC, Oxygen, Travel, VH1

TV8 Vail

Nov – June

:30 / 209 60 TV Show Re-Airings 120 Live Mentions 15+ Sponsor Interviews

Outside TV

May – June

:30

MARKETING | TV ADVERTISING

TV ADVERTISING TOTALS

MEDIA VALUE

PUBLIC RELATIONS

262

Placements

240

On-Site Members of the Media

Shape Magazine Gear Patrol Bike Magazine Rock & Ice Magazine GQ

COVERAGE HIGHLIGHTS

PUBLIC RELATIONS

279,612,114 IMPRESSIONS

TOP TIER MEDIA IN ATTENDANCE New York Times USA Today Sports Illustrated Esquire/Boundless Discovery Channel Canada

PUBLIC RELATIONS TOTALS

ESPN W Men’s Fitness Outside Magazine Surfer Magazine

$903,099

PUBLICITY VALUE

2015 WEBSTATS July 1, 2014 – June 30, 2015

291,595

134,460

70.62%

2.06

90,236

2:15

Pageviews

Pages/visit

71%

Desktop

Site Visits

New Visitors

Unique Visitors

Avg. Time

16%

12%

Mobile

Tablet

TOP CONTENT Home Home (mobile) Schedule Bouldering World Cup Results XC Mtn. Bike Register 2015 Results Half Marathon Disc Golf

MARKETING | WEBSTATS

1,649

Website Social Shares Top Shared Content: TV/Webcast Schedule Register Event Schedule Results Concerts Landing Outdoor Reels Landing

WEBSITE EVENT SNAPSHOT June 2– June 8, 2015

119,656 Pageviews

2.31

Pages/visit

51,826 Site Visits

33,694

57.10% New Visitors

2:39

Unique Visitors

Avg. Time

45%

45%

Mobile

Desktop

10% Tablet

WEBSITE DEMOGRAPHICS TOP WEBSITE MARKETS WEB VISITORS BY AGE

MARKETING | WEB DEMOGRAPHICS

COUNTRY | STATE | CITY

SOCIAL MEDIA HIGHLIGHTS July 1, 2014 – June 30, 2015

38,838,196 Impressions

$194,190 Media Value

32,666 Followers

58,144

Engagements

Likes/Comments/Shares

77,524,536 Impressions

$387,622

Media Value

4,157

Followers

15,675 ++

Engagements

RT/Favorite/Mentions

* Includes Facebook Video Views

MARKETING | SOCIAL MEDIA

*1,699,274 Video Views

*$20,391

Media Value

288

Subscribers

*39,420

Engagements

Likes/Comments/Shares

SOCIAL MEDIA TOTALS 2,517,000 Impressions

$12,585

Media Value

15,200

Followers

696,347

Engagements

Likes/Comments

100,203 Loops

$501

Media Value

120,679,209 IMPRESSIONS

$615,289

203

MEDIA VALUE

899

810,485

Followers

Engagements

TTL ENGAGEMENTS

ONLINE VIDEO YOUTUBE

FACEBOOK

466,469

973,210

2015 event/partner video views

2015 event/partner video views

37,467

148,953

VVF video views

VVF FB video views

9,298

30,122

Event/partner engagements

Event/partner engagements

524

7,994

VVF engagements

19,493

Organic YouTube views (non VVF or partner uploads) – 155)

240,102

New views on 2013 & 2014 videos

MARKETING | SOCIAL MEDIA

VVF engagements

VIDEO TOTALS

1,699,274 VIDEO VIEWS

$20,391

MEDIA VALUE

39,420

VIDEO ENGAGEMENTS

TOP YOUTUBE VIDEOS IFSC: IFSC Bouldering WC Finals GoPro: Dane Jackson wins Steep Creek GoPro: SUP with Chuck and Izzi IFSC: IFSC Bouldering WC Semi-Finals OnBouldering: IFSC Bouldering WC Male Qualifiers LT11: Slow Moments Bouldering OnBouldering: IFSC Bouldering WC Female Qualifiers WOA: 8 Ball Mashup VVF: Day 1 Highlights

MARKETING | SOCIAL MEDIA

FACEBOOK AT A GLANCE July 1, 2014 – June 30, 2015

38,838196 Impressions (W)

753,464

Engaged Users (W)

14,207,395 Page Reach (W)

6,927

New Page “Likes”

FACEBOOK ENGAGEMENT 28,855

Post Likes (VVF)

2,777

Comments (VVF)

2,758

Shares (VVF)

23,754 +

Engagements from Key Partner Brands

June 2 – June 8, 2015

6,486,281

102,613

1,805,715

8,719

617

780

Post Likes

Engaged Users (W)

Comments

MARKETING | SOCIAL MEDIA

38,838,196 IMPRESSIONS

EVENT SNAPSHOT

Impressions (W)

FACEBOOK TOTALS

Page Reach (W)

Shares

$194,190

MEDIA VALUE

58,144 928

New Page “Likes”

ENGAGEMENTS

TOP FACEBOOK POSTS VIDEO: Day 1 Highlight Video VIDEO: Day 2 Highlight Video VIDEO: Dane Jackson Freestyle Loop VIDEO: 9 Days Until GPMG Video VIDEO: Road To GPMG Video

MARKETING | SOCIAL MEDIA

INSTAGRAM ENGAGEMENT July 1, 2014 – June 30, 2015

71,347

Photo/Video Likes (VVF)

306 Comments (VVF)

625,000 ++ Key Partner Brand Engagements

INSTAGRAM TOTALS

2,517,000 IMPRESSIONS

$12,585

MEDIA VALUE

696,347

ENGAGEMENTS

MARKETING | SOCIAL MEDIA

TOP INSTAGRAM POSTS PHOTO: Balto the #UltimateMtnDog PHOTO: Concert Crowds @ Iration PHOTO: Dane Jackson Victory PHOTO: CUTE Little DockDog

MARKETING | SOCIAL MEDIA

TWITTER HIGHLIGHTS Jan 1, 2014 – June 30, 2015

1,109,919

Impressions from VVF Tweets

572

New Followers

267

Event Tweets

3,068++

#GOPROMTNGAMES Used

56,412,544

4,157

Potential Hash Tag Reach

TTL Followers

TWITTER TOTALS

77,524,536 IMPRESSIONS

Includes #GoProMtnGames, RT’s & Mentions

$387,622

TWITTER ENGAGEMENT 974

ReTweets’s (VVF)

1,457

Favorites (VVF)

631

Mentions (VVF)

20,637,049

Potential Mentions Reach

Report compiled using Twitonomy & Meltwater Buzz

MARKETING | SOCIAL MEDIA

12,613 +

Engagements from Key Partner Brands

MEDIA VALUE Based on $5 CPM

15,675 ++

ENGAGEMENTS

TWITTER HIGHLIGHTS

MARKETING | SOCIAL MEDIA

WEB/SOCIAL SWEEPS & PROMOS #ULTIMATEMTNDOG | SWEEPS

2015 CONTESTS/SWEEPS

#ULTIMATEMTNKID | SWEEPS

970

1,081

248

21

30,500

9,900

Entries

Invites

VOTE FOR A NEW EVENT

MARKETING | SWEEPS & SOCIAL PROMOS

66,820 Impressions

Likes

Visits

Shares

Votes

RESEARCH HIGHLIGHTS • • • • • • • • • • • • • • • • • • • •

SURVEY CONDUCTED BY INTERCEPT INSIGHTS LLC

Total completed surveys –354 Sample size provides statistical validity with an error rate of 5.2% at a 95% confidence interval Estimated attendance –62,079 (+/-20% error level should be considered) Estimated revenue generated to the Town of Vail -$4.8M (+/-20% error level should be considered) Net Promoter Score –83 Overall Satisfaction –4.8 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) 86% of the attendees came to Vail, CO specifically for the Summer Mountain Games 62% of the attendees had attended the Summer Mountain Games in the past Average number of days attended –2.1 Favorite events –Dock Dogs and Kayaking Events One Change –Parking, and Additional F&B vendors “Word-of-mouth” and “Newspaper” were selected most when asked, “How did you hear about, and/or where did you see advertising for the Summer Mountain Games?”

79% of the attendees staying in paid lodging stayed in Vail, CO 90% are “Very” or “Extremely Likely” to return in the future 77% of the first time visitors are “Very” or “Extremely Likely” to return in the future Average nights stayed in paid lodging in Vail, CO –3.1 Average group size of those lodging in Vail, CO –3.4 Average age of respondents –38 | Average age of children under 18 –9.2 Estimated number of room nights generated by the GoPro Mountain Games –3,464 Estimated average nightly rate in Vail-$304

RESEARCH HIGHLIGHTS

POSTERS

PRINT CREATIVE

CREATIVE | PRINT

MAPS

OFFICIAL PROGRAM BOOK

CREATIVE | LOGOS & APPAREL

GROWTH HISTORY || THROUGH THE YEARS YEAR

ATHLETES

ATHLETE STARTS

SPECTATORS

MKTG IMP.

MEDIA $

2015

2,492 unique

2,876 starts

62,207

419,960,039

$2,785,498

2014

2,530 unique

3,107 starts

53,862

227,500,743

$2,862,204

2013 1st Year GoPro

2,358 unique

2,846 starts

53,579

226,513,382

$3,711,990

2012

2,550 unique

2,972 starts

43,889

389,880,937

$3,349,960

2011

2,417 unique

2,798 starts

43K – 45K

373,801,334

$6,692,684

2010

2,174 unique

2,593 starts

37K – 39K

314,090,386

$2,002,552

2009 1st Year VVF

1,952 unique

2,269 starts

40,000

165,067,323

$2,104,445

2008

1,778

N/A

35,000

120,000,000

$736,000

2007

2,008

N/A

33,000

273,523,036

$1,600,000

2006

1,447

N/A

28,000

432,887,479

$2,100,000

2005

1,031

N/A

22,0000

207,505,097

$1,994,673

2004

946

N/A

18,000

106,413,862

$1,547,812

2003

574

N/A

12,000

1,113,218

$789,000

2002

251

N/A

6,000

550,000

$250,000

EVENT HISTORY

Our sincere thanks for your ongoing support.

We wish you all continued success and, in partnership with you, look forward to making the 15th edition of the GoPro Mountain Games even better!

JUNE 6-9, 2016