2017 GoPro Mountain Games Stakeholder's Report

DEAR FRIENDS, In 2017 the GoPro Mountain Games took a notable leap forward. Saturday, June 10, was almost certainly the biggest day in Vail history – winter or summer – in terms of visitors to the Town of Vail. It is with your support and partnership that we were able to successfully draw more than 70,000 spectators and 3,300 athletes to our beautiful valley in the Rocky Mountains June 8-11.

The steady, swift growth of the event is a testament to the gravitational pull of the mountains and the spirited people who inhabit them. And yet, among all the numbers, facts, and figures you will see in this report, one stands out to myself and our team here at the Vail Valley Foundation: Our 94% net promotor score – a remarkable 18% increase year-over-year.

The number is no accident. Behind that score are a thousand stories of collaborative vision, creativity, and most of all hard work from our teams, and yours, to ensure the GoPro Mountain Games remain the best all-around mountain experience available anywhere in the world.

We are already planning exciting improvements for 2018. Thank you for your enthusiastic participation in the GoPro Mountain Games, and please don’t hesitate to contact us should you have any questions.

MIKE IMHOF President & CEO Vail Valley Foundation

EVENT HIGHLIGHTS RECORD NUMBERS

NEW EVENTS

More athletes and event spectators than any other year.

Including Blue Buffalo Dueling Dogs, Pepi’s Face-Off, more yoga and TriggerPoint Ultimate Mountain Challenge

MUSIC AT THE AMP

UNIQUE VENUES

Three nights of FREE music at the iconic and beautiful Gerald R. Ford Amphitheater

L.L. Bean Gear Town, Volvo Adventure Village, Mountain Plaza, Dog Town, Zen Zone, the Amp and Mountain Games Food & Beer Garden

.

Home to our favorite fourlegged events: DockDogs & Dueling Dogs and an entire village of pup-friendly sponsors

Located on the vibrant fields of Ford Park next to The Amp for your yoga and disc golf pleasure.

`

Location of the world famous IFSC Climbing World Cup presented by EverBank, TriggerPoint Athlete Lounge, running events and more.

Our FREE family-friendly interactive fun zone and start for EverBank's Mountain Bike races.

AKA the Gerald R. Ford Amphitheater, one of the most beautiful outdoor music venues in the country.

Located throughout the Mountain Games footprint and the largest collection of outdoor brands, gear, SWAG, food and beer.

Located in Minturn, CO (Just 10 minutes from Vail) and the host of our NEW Mountain Masters Disc Golf course.

Ÿ mile stretch of creek near Eagle County’s oldest town, and the location of the Coors Light Steep Creek Championship.

Location of GoPro MTN Enduro, located in Eagle, CO directly off I-70, just 30 minutes from Vail.

SEE IT ALL AT: MAP.MOUNTAINGAMES.COM

EVENT AT A GLANCE 73,684 SPECTATORS (+/- 20% margin of error) 10% increase from 2016

4427 ATHLETE STARTS 14% competed in 2 or more events

3366 UNIQUE ATHLETES Including more than 200 unique dog athletes

140+ BRAND PARTNERS

$6.2M ECONOMIC IMPACT Est. revenue generated to the Town of Vail

PSYCHOGRAPHICS 66% “OUTDOOR ENTHUSIASTS”

68% SPORTS ENTHUSIASTS

53% “TRAVELER”

¼ OF ATTENDEES ATTENDED W/ A DOG

DEMOGRAPHICS Male vs. Female Average Adult Age

Athlete

Spectator

55% / 45%

58% / 42%

31

41.6

Education

75% have 4 year degree or higher

Mean HHI

60% earn more than $75K

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

2017 PARTNERS

SPONSOR ACTIVATIONS

2017 GEAR TOWN EXPO SPONSORS 5-hour Energy adidas Outdoor Adventure Film School Airlounj Aksels Antlers at Vail Aquafina Sparkling Flavors Aquamira Aviator Nation Big Agnes Big Heart Big Hands BioLite Black Box Wines BLDG Active Blue Buffalo BOA Technology Bullfrog Sunscreen Camping With Dogs Centura Health Emergency & Urgent Care Chef’s Cut Real Jerky Chuck & Don’s Chums / Beyond Costal Cirque Mountain Apparel CO Institute of Massage Therapy CO Meat Company Coors LIght Costa Croakies Cytosport / Evolve

Dagger Kayaks Desert Mountain Medicine Dog is Good / Shop for Paws DT Swiss Eagle County Animal Shelter Eagle’s Nest Outfitters ECOXGEAR Elevation Outdoors EPIC Bar Epic Discovery EverBank Evolv FiveTen G-Form Gearoe Giant Factory Off Road Team Go RVing GoPro Guayaki Organic Yerba Mate Hi Fives Foundation Hi-Dow USA High Brew Coffee Honey Stinger HURTTA North America Joshua Tree Skin Care KeVita Klean Kanteen KLYMIT Komfy K9 KRAVE Jerky Kush Climbing

Kyocera KZYR Radio L.L. Bean La Sportiva LEKI LifeStraw Local Revival Massage Lume Cube Lycored Mad Rock Climbing Maltesers Matador Mattress Firm MHM Morakniv / UCO Native Eyewear Nite Ize NOLS Nuun Hydration OluKai Onewheel On-Running Osprey Packs Outside Magazine PHOOZY Princeton Tec Pruvit Products / Cardin Chiropractic Red Fox Wireless Renewal by Anderson Rhino-Rack

Rock & Ice RXBAR Slackline Industries Smart Cookie Bakery SpikeBall Sun & Ski Superfeet Süss TecLabs Tentsile Tree Tents Thrive Tribe Tito’s Handmade Vodka Trek Bikes Trek Light Gear TriggerPoint Performance Therapy TUDOR Watch VanWorks VetriScience Laboratories Vew-Do Balance Boards VibraMed Volvo Water Kids Wigwam Socks X-GLOO YETI Coolers YoColorado YouthPower365 Zoic Clothing Zuke’s

“The Mountain Games continues to be one of our favorite and premier events for our brand. Not only because it brings together a passionate community of outdoor enthusiasts that we can interact with, but also gives us an opportunity to have fun participating in the events. “

“Once again, GMG did not disappoint!

Bigger than ever, 2017 proved to be another fantastic event for Go RVing to get out and introduce outdoor enthusiasts and families to some of the cool new RVs available to pursue their passions, whatever they might be.”

RICK LOUGHERY

KAREN REDFERN

S A M M O U LT O N

VP OF GLOBAL PRODUCT COMMUNICATIONS

SR. DIRECTOR MARKETING & COMMUNICATIONS

CONTENT MARKETING DIRECTOR

“The GoPro Mountain Games defines the active lifestyle. It's the kind of event that in four days manages to encapsulate everything we're about as brand, and is as much fun for families and music lovers as it is for athletes and dog owners and everyone in between.”

ATHLETES BIKE

X-Country Mountain Bike

Road Bike Time Trial

Enduro

RUN

Mountain Mud Run

Après 5K

10K Spring Run-Off

Pepi’s Face-Off

DOGS

DockDogs

Dueling Dogs

Rocky Dog Trail Run

K9 Kings

CLIMB

IFSC Climbing World Cup

KAYAK

Steep Creek Championship

Citizen’s Climbing Freestyle Kayaking

Youth Climbing

Down River Sprint

8 Ball Kayak

SUP

Down River Sprint

SUP Cross

RAFT

R2 Raft Sprint

Raft Cross

DISC SLACKLINE

Mountain Masters Disc Golf Slackline Invitational

Highline Demonstrations

FISH

2-Fly X-Stream

YOGA

Yoga Experience (daily yoga classes, AIReal yoga, kid/teen yoga

ART PHOTOGRAPHY

Mountain Click Photo Competition

FILM

Outdoor Film Series

ON-SITE ART

Art in public places

MUSIC FREE CONCERTS

Thursday, Friday and Saturday nights

MOUNTAINS EXPO/DEMO AREAS

L.L. Bean Gear Town, Volvo Adventure Village, Dog Town, Mountain Plaza Zen Zone and the Amp

ATHLETES BY EVENT BIKE

623

RAFT

126

X-Country Mountain Bike

268

Raft Cross

62

Kids FREE Mountain Bike

150

R2 Raft Sprint

64

Road Bike Time Trial

109

Enduro

246

Mountain Mud Run

510

335

Après 5K

306

Climbing World Cup

114

10K Spring Run-Off

267

Citizen’s Climbing

140

Pepi’s Face-Off

63

Youth Climbing

81

CLIMB

RUN

1146

SLACKLINE

18

STAND UP PADDLE

147

DISC

231

DOGS

674

SUP Cross

55

DockDogs

502

SUP Sprint

92

Dueling Dogs

58

Rocky Dog Trail Run

114

All Access Yoga Pass

115

89

Yoga Experience

363

173

AIReal Yoga

172

Steep Creek

38

Kid/Teen Yoga

10

Kayak Sprint

58

8 Ball Kayak

34

Kayak Freestyle

43

FISH KAYAK

YOGA

545

PHOTO

54

4427 ATHLETE STARTS 3366 UNIQUE ATHLETES

MOUNTAINS OF MUSIC

MARKETING SUMMARY 789,647,178 TOTAL IMPRESSIONS $1,477,333 TOTAL MEDIA VALUE WEBSITE+ EMAIL __________________________________________ 1,001,459 IMPRESSIONS | N/A MEDIA VALUE S OCIAL (Native posts only) __________________________________________ 5,000,000+ IMPRESSIONS | N/A MEDIA VALUE P RINT __________________________________________ 11,753,800 IMPRESSIONS | $407,380 MEDIA VALUE T V/VIDEO __________________________________________ 2,984,457 IMPRESSIONS | $135,013 MEDIA VALUE D IGITAL __________________________________________ 3,158,962 IMPRESSIONS | $43,640 MEDIA VALUE R ADIO __________________________________________ 808,500 IMPRESSIONS | $63,300 MEDIA VALUE P R __________________________________________ 764,940,000 IMPRESSIONS| $828,000 MEDIA VALUE

PR SUMMARY 764,590,000 TOTAL REACH $828,000 PUBLICITY VALUE 179 ON-SITE MEDIA 349 PLACEMENTS TOP-TIER MEDIA IN ATTENDANCE _________________________________________ Freelancer Jimmy Chin Outside Magazine Canoe & Kayak SUP Magazine Digital Trends WIRED TechCrunch Engadget Trail Runner BIKE Magazine Mashable

TechRadar Climbing Magazine Rock and Ice 9News The Denver Post Les Numeriques - France Panorama - Italy CNBC - India CBN – China Elevation Outdoors

S AMPLE COVERAGE _________________________________________ Wall Street Journal: High Intensity Beats High Mileage for One Family MSN: The Biggest Animal Stars on Social Media Fast Company: GoPro Looks to the Skies Denver Post: GoPro Mountain Games Vail Outside Magazine: Seven Tips for your Fly Fishing Game Sohu.com: 独角兽GoPro的盛世危机

TELEVISION AND VIDEO D AY 1 H I G H L I G H T S

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

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

16 LIVE SESSIONS

TOTAL VIDEO VIEWS

Featuring Chris Davenport, Mickey Wilson, Brian Lopes and more!

Across Facebook, YouTube, Instagram and Live Streaming.

D AY 4 H I G H L I G H T S

13 OUTSIDE TV HIGHLIGHTS

2.9M

GOPRO VIDEO O F T H E D AY

TWO

OUTSIDE TELEVISION

30 MINUTE EPISODES

Live and produced pieces from June 7 – 12 creating over one million impressions.

To air multiple times in Outside Television beginning in September.

SOCIAL MEDIA* 5 MILLION IMPRESSIONS 287,700 TOTAL ENGAGEMENTS 36.5K FOLLOWERS 4.1M IMPRESSIONS 129K+ ENGAGEMENTS 6.4K FOLLOWERS 340K IMPRESSIONS 3.7K+ ENGAGEMENTS 21.8K FOLLOWERS 432K IMPRESSIONS 155K+ ENGAGEMENTS TOP POSTS _________________________________________ @GoPro // Feb 18, 2017 – Registration On-Sale @GoPro // June 9, 2017 – Nick Troutman Steep Creek @GoPro // June 9, 2017 - @theblondeabroad @mountaingamesvail // June 10 – Kayak Freestyle @vailmtn // June 9, 2017 – 303Aerials Mountain Games // Feb 29, 2017 – Music Announcement *TOTAL IMPRESSIONS/ENGAGEMENTS DOES NOT INCLUDE PARTNER POSTING

ON-SITE INFLUENCERS

Shane Dorian World-renowned GoPro athlete and Big Wave surfer

Oliver the Traveling Pig Influencer potential who made big pig presence at the 2017 Games

Chuck Patterson Professional action sports athlete and stuntman w/ a massive following

Kathryn Budig

⠀GoPro Mountain Games Yoga Teacher & co-host of espnW’s Free Cookies Podcast

Kuma The Husky Bear

Missy Franklin

Adventure pup from Colorado with a growing social following

Five-time Olympic swimming gold medalist and GoPro athlete

Mickey Wilson

GoPro Advocacy Summit

Pro Slackliner known for his daring A-Basin Ski Lift Rescue

With over 25 major social influencers from all over the globe

WEB AND EMAIL *NEW* 532,526 PAGEVIEWS 181,938 SESSIONS 109,282 USERS 59% NEW USERS 2.9 PAGES/VISIT 2:46 AVERAGE DURATION

TOP CONTENT:

HOMEPAGE, SCHEDULE, MUSIC, “I’M A SPECTATOR”

EMAIL MARKETING $13K+ EMAIL SUBSCRIBERS 24.3% OPEN RATE 7.7% CLICK THROUGH RATE

RESEARCH HIGHLIGHTS FAVORITE EVENTS

FAVORITE ACTIVATIONS

TOP REFERRALS

DockDogs, Kayaking, Slackline

GoPro, Volvo, L.L. Bean, Coors Light

“Word-of-Mouth”, Newspaper, Facebook

2.5 AVERAGE DAYS ATTENDED

88% “VERY” OR “EXTREMELY LIKELY” TO RETURN

3.8 AVERAGE GROUP SIZE

94 NET PROMOTER SCORE (18pt increase from 2016)

31%

ATTENDED THE GAMES FOR 5+ YEARS

76%

CAME TO VAIL, CO SPECIFICALLY FOR THE GAMES

INDEX/RESOURCES WEBSITE: mountaingames.com VIDEOS: youtube.com/MountainGames PHOTOS: photos.mountaingames.com FACEBOOK: Mountain Games TWITTER: @mountaingames INSTAGRAM: @mountaingamesvail SNAPCHAT: gopromtngames JOIN OUR EMAIL LIST: http://eepurl.com/cv4k-b

THANK YOU Our sincere thank you for your ongoing support.

We wish you all continued success and, in partnership with you, look forward to making the 2018 GoPro Mountain Games, June 7-10, even better!

WATCH: 2018 SAVE THE DATE Dave Dressman VP, Sales & Sponsorship

PHONE

619.764.0940

EMAIL

ddressman@vvf.org