2017 Birds of Prey World Cup Stakeholders Report

DEAR SKI RACING FRIENDS, Thank you for being a part of the 2017 FIS Birds of Prey World Cup race week and EverBank America’s Winter Opening in Beaver Creek Nov. 28 – Dec. 3, 2017.

Thanks to all of you, our World Cup was a resounding success. Each year the Birds of Prey brings the heritage of our valley, drama of ski racing, and the beauty of our winter season, into sharp focus. In an Olympic year, the excitement reaches new heights, and Beaver Creek’s slopes and Village were alive with the energy that makes ski racing a special part of the international sports community.

Our 2017 World Cup only happened because of the Herculean efforts of the Beaver Creek Mountain operations, snowmaking, race and course crews. Their work this past December was extraordinary. Very special thanks to our more than 700 volunteers, our partners Vail Resorts, U.S. Ski & Snowboard, Beaver Creek Resort Company, FIS, the U.S. Forest Service, and the tireless young athletes, parents, and coaches of Ski and Snowboard Club Vail who all helped create one of the best years yet for Birds of Prey.

We look forward to working with you all once again in December, 2018.

MIKE IMHOF President & CEO Vail Valley Foundation

EVENT HIGHLIGHTS RECORD SINGLE-DAY ATTENDANCE More spectators were recorded on Saturday, Dec. 2 than ever before at a single day’s race at BC World Cup.

VILLAGE FESTIVITIES

EXCELLENT RACE COURSE CONDITIONS

EVENT NPS: 93

Praise from the FIS and all competing federations on the state of the racecourse.

Including Beers of Prey, 80’s Ski Welcome Party, Friday Afternoon Club, Press Conferences with Bode Miller and U.S. Ski Team athletes and daily live music.

95% rated “Very” or “Extremely” likely to return to the event next year.

WORLD CUP AT A GLANCE 18,285 EVENT ATTENDEES

(+/- 20% margin of error)

10% only attended Birds of Prey Way and not the races

24 COMPETING NATIONS Largest number of participating federations since the 2015 Alpine World Ski Championships

28 BRAND PARTNERS 4.3 AVERAGE ROOM NIGHTS GENERATED Estimated average nightly rate at $673

$1.69M ECONOMIC IMPACT Estimated revenue generated to Beaver Creek

PSYCHOGRAPHICS 61% “OUTDOOR ENTHUSIASTS”

61% SPORTS ENTHUSIASTS

50% “TRAVELER”

26% OF ATTENDEES ATTENDED W/ FRIENDS

DEMOGRAPHICS Male vs. Female Average Adult Age

Races

Festivities

69% / 31%

57% / 43%

47

45

Education

66% have 4 year degree or higher

Mean HHI

69% earn more than $100K

TOP STATES OF ORIGIN 1. Colorado 2. Texas 3. Illinois 4. New York 5. Utah

2017 PARTNERS

SPONSOR ACTIVATIONS

BEERS OF PREY PRESENTED BY:

MARKETING SUMMARY 738,051,548 TOTAL IMPRESSIONS $4,330,211 TOTAL MEDIA VALUE WEBSITE + EMAIL __________________________________________ 70,057 IMPRESSIONS | N/A MEDIA VALUE SOCIAL (Native posts only) __________________________________________ 2,311,993 IMPRESSIONS | N/A MEDIA VALUE P RINT __________________________________________ 709,116 IMPRESSIONS | $12,793 MEDIA VALUE TV/VIDEO* (Domestic TV only) __________________________________________ 4,383,383 IMPRESSIONS | $51,213 MEDIA VALUE D IGITAL __________________________________________ 433,999 IMPRESSIONS | $9,959 MEDIA VALUE R ADIO __________________________________________ 143,000 IMPRESSIONS | $5,150 MEDIA VALUE P R __________________________________________ 730,000,000 IMPRESSIONS | $4,251,096 MEDIA VALUE *INTERNATIONAL IMPRESSIONS & VALUE TO BE ADDED AT THE END OF THE SEASON

PR SUMMARY $4,251,096 MEDIA VALUE 250 ON-SITE MEDIA 1,139 PLACEMENTS 730,000,000 IMPRESSIONS T OP-TIER MEDIA MENTIONS _________________________________________

SAMPLE COVERAGE _________________________________________ Reuters: Kriechmayr wins Super G for first World Cup Victory The New York Times: U.S. Women Skiers Soar, Men Are Looking to Rebuild Yahoo Sports: Svindal Wins Downhill World Cup at Beaver Creek The Denver Post: Olympians on Colorado snow before South Korea CNN International: Vonn Crashes as Shiffrin Scores First Downhill Podium

TELEVISION AND VIDEO 3

78.8K+

60 MINUTE LIVE AIRINGS ON NBC*

D AY 1 H I G H L I G H T S

D AY 2 H I G H L I G H T S

Across Facebook and YouTube

and NBC Sports December 1-3, 2017 totaling over 4M domestic views.

3 D AY 3 H I G H L I G H T S

TOTAL VIDEO VIEWS

6

DAILY EDITS Produced by media partner and number one domestic ski racing news provider; Ski Racing Media.

LIVE SESSIONS Featuring Press Conferences, Beers of Prey Brewer Interviews, and Award Recognitions totaling over 18K views.

*INTERNATIONAL IMPRESSIONS & VALUE TO BE ADDED AT THE END OF THE SEASON

SOCIAL MEDIA* 2.3 MILLION IMPRESSIONS 221,914 TOTAL ENGAGEMENTS 56.1K FOLLOWERS 1.8M IMPRESSIONS 219K+ ENGAGEMENTS 2K+ FOLLOWERS 87.4K IMPRESSIONS 220 ENGAGEMENTS 8.6K+ FOLLOWERS 338.3K IMPRESSIONS 1.8K ENGAGEMENTS P ARTNER POSTS _________________________________________ Denver Post 433.7K+ Followers 2 Dedicated Social Posts 2.7K+ Engagements

Ski Racing Media 66.3K+ Followers 5 Dedicated Social Posts 874 Engagements *TOTAL IMPRESSIONS/ENGAGEMENTS DOES NOT INCLUDE PARTNER POSTING

WEB AND EMAIL *NEW* BCWORLDCUP.COM 58,684 PAGEVIEWS 28,990 SESSIONS 21,713 USERS 76.6% NEW USERS 2.2 PAGES/VISIT 1:53 AVERAGE DURATION 38.6%

TOP CONTENT: HOMEPAGE, SCHEDULE,

DESKTOP USERS

BIRDS OF PREY, DOWNHILL, FESTIVITIES

51.9%

EMAIL MARKETING

MOBILE USERS

10.5K+ EMAIL SUBSCRIBERS 26.9% OPEN RATE 2.4% CLICK THROUGH RATE

RESEARCH HIGHLIGHTS FAVORITE RACE Downhill (Saturday)

4.3 AVERAGE DAYS SPENT IN BEAVER CREEK

95% “VERY” OR “EXTREMELY LIKELY” TO RETURN

MEMORABLE PARTNER ACTIVATIONS Korbel, Audi, EverBank, Nature Valley, Bomber

2.2 AVERAGE GROUP SIZE

93 NET PROMOTER SCORE

TOP REFERRALS “Word-of-Mouth”, Newspaper, Email

77%

HAD PREVIOUSLY ATTENDED WORLD CUP 11% increase from the last year races were held

90%

CAME TO BEAVER CREEK SPECIFICALLY FOR THE EVENT

INDEX/RESOURCES WEBSITE: www.bcworldcup.com VIDEOS: 2017 Playlist PHOTOS: 2017 Collection FACEBOOK: Vail Beaver Creek Ski Racing TWITTER: @BirdsofPreyWC INSTAGRAM: @winteropening 2018 Announcements: Join our email list!

THANK YOU Our sincere thanks for your ongoing support.

We wish you all continued success and, in partnership with you, look forward to making the 2018 Birds of Prey World Cup, Nov. 28 – Dec. 2, even better!

DAVE DRESSMAN Vice President of Sales Vail Valley Foundation

PHONE

619.764.0940

EMAIL

ddressman@vvf.org