2018 GoPro Mountain Games Stakeholders Report

DEAR FRIENDS, If you were at the GoPro Mountain Games on Saturday this past June, you were seeing the height of action in Vail, and could not help but observe the smiling faces of thousands of people enjoying this extraordinary gathering of mountain athletes, families, brands, spectators, entertainers and artists.

With more than 80,000 spectators, 13 different mountain sports disciplines, 30+ events, three nights of free concerts, and more than 140 sponsors, the GoPro Mountain Games have become the best all-around mountain lifestyle experience available anywhere in the world.

In this stakeholder’s report, you will find the numbers and data that illustrate the continued growth of this event as well as its incredible potential: From our 98% Overall Satisfaction rating, to our $6.2 million Economic Impact, to our millions of worldwide traditional and social media impressions.

However, it is in the moments observing the people at the GoPro Mountain Games – the faces of the athletes and spectators as they experience everything that this beloved project has to offer – that you truly begin to understand just how special this event is, just how well it connects to people of all ages who come to take part, and just how promising a future we can expect for this one-of-a-kind event.

Thank you for all you to do make this event a reality – and we look forward to working with you in 2019, and for many years to come.

Sincerely,

MIKE IMHOF President and CEO of the Vail Valley Foundation

2018 EVENT HIGHLIGHTS RECORD NUMBERS More athletes and event spectators than any other year.

LIVE STUDIO 24 Outside Television interviews at the Go RVing studio

NEW EVENTS GoPro BMX Races, Costa Fly Tying, Whole30 Dinner Experience

UNIQUE VENUES Six unique venues hosting the largest Mountain Games audience to date

The largest collection of outdoor brands, gear, SWAG, and Pacifico Beer Garden’s food, beverages, and live music

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

Our FREE family-friendly interactive fun zone, event registration, and the start for TIAA Bank’s Mountain Bike races

OFF-SITE EVENTS Located on the vibrant fields of Ford Park and includes the iconic Gerald R. Ford Amphitheater

Location of the world famous IFSC Climbing World Cup presented by TIAA Bank and all our running events

Multiple 2018 events took place throughout the Vail Valley including Eagle, Wolcott, Eagle-Vail, and Gypsum

EVENT AT-A-GLANCE 8 0 , 6 7 2 S P E C TAT O R S 10% more than in 2017

3 1 8 6 U N I Q U E AT H L E T E S 4503 total athlete starts

1 4 0 + B R A N D PA R T N E R S More than any other year

$ 6 . 2 M E C O N O M I C I M PA C T

Estimated revenue generated to the Town of Vail

TO P C AT E G O R I E S : O U T D O O R E N T H U S I A S T, TRAVELER, SPORTS ENTHUSIAST 3 3 % M A R R I E D W / A F A M I LY 57% OWN A DOG

DEMOGRAPHICS ATHLETE

SPECTATOR

59% / 41%

54% / 46%

Average Adult Age

31

43.5

Education

81% have 4 year degree or higher

Mean HHI

50% earn more than $100K

Male vs. Female

TOP STATES OF ORIGIN

70% COLORADO / 30% OUT OF STATE

1. Colorado 2. Illinois 3. Texas 4. California 5. Utah

RESEARCH HIGHLIGHTS 84 NET PROMOTER SCORE

11,781 BEERS SOLD

4 . 7 S AT I S FA C T I O N R AT E ( O U T O F 5 )

AV E R A G E G R O U P S I Z E : 3

2 . 2 A V G . # O F D AY S AT T E N D E D

A V G . # N I G H T S I N LO D G I N G : 3 . 3

6 1 % H A V E AT T E N D E D I N T H E PA S T

5 , 5 5 7 R O O M N I G H T S G E N E R AT E D

8 5 % L I K E LY / V E R Y L I K E LY T O R E T U R N

1.1 BILLION MARKETING IMPRESSIONS

FA V O R I T E E V E N T S : D O C K D O G S , WORLD CUP CLIMBING, K AYA K I N G , S L A C K L I N E

TOP REFERRALS: WORD-OFM O U T H , N E W S PA P E R , P O S T E R , SPONSORS, SOCIAL MEDIA

MOUNTAINS OF MUSIC 3 NIGHTS OF FREE C O N C E R T S AT T H E GERALD R. FORD A M P H I T H E ATE R GONDOLA SESSIONS W / T H E P L AY I N G FOR CHANGE BAND D A I LY L I V E M U S I C AT PA C I F I C O F O O D AND BEER GARDEN

2018 PARTNERS

“The Mountain Games continue to be a pivotal partnership for GoPro. The event allows us to put the GoPro Brand on full display to an extremely attractive demographic of active consumers while activating across multiple GoPro departments. Our partnership with the Vail Valley Foundation is our longest running sponsorship and we are excited to keep the GoPro Mountain Games at the forefront of Mountain Sports and Outdoor lifestyle.”

“L.L.Bean is dedicated to helping people get outside and enjoying the outdoors, whether it’s on the trail, on the water, or in the backyard.

We love participating in the GoPro Mountain Games because the event encourages everyone to get outdoors, from families and dogs to professional athletes and everyday heroes. L.L.Bean is proud to be the Official Apparel Partner of the Vail Valley Foundation by providing activewear for athletes, volunteers, and staff. It’s an outstanding opportunity for our brand and and always a great event.”

TODD BALLARD VP Global Marketing

KAYLA QUINT Partnership Marketing Specialist

“GoPro Mountain Games is a great fit for Nature Valley and our consumers. Nature Valley inspires people to get outside and experience nature’s energy, which we love see coming to life in big and small ways during the games. We love to see all types of people coming together and experiencing the outdoors in this beautiful setting.”

“We thoroughly enjoyed our first year as the exclusive timepiece and timing sponsor at the GoPro Mountain Games. The event exceeded our expectations in both consumer traffic and sales, and we loved meeting with and celebrating the community of athletes and fans that the Mountain Games are known for. We look forward to continuing our partnership with VVF for years to come.”

“Blue Buffalo has been a sponsor of the GoPro Mountain Games for 4 years and the event continues to exceed our expectations year in and year out. Being able to connect with a passionate group of dog lovers who double as outdoor enthusiasts is the perfect recipe for our brand and helps position Blue Buffalo as a category leader. The content, imagery, sampling program and engagement that stems from our time in Vail each year makes the Mountain Games a can’t miss event.”

HOLLY BENIEK Sr. Marketing Associate, General Mills

TYLER STANULONIS Marketing Support Manager, Timepiece Division

MIKE SINGH Event Manager

2018 EXPO SPONSORS Adidas Outdoor / Five Ten Airlounj Aksels aTana Aviator Nation Backyard Soda Co Bang Energy Drink Bearded Goat: BDGT Big Agnes BLDG Active Blue-9 Pet Products Blue Buffalo BOA Technology Inc. Bosch eBike Systems Brew Dr. Kombucha BullFrog Sunscreen Casio Chums / Beyond Coastal Chuck & Don’s Pet Food & Supplies Camping with Dogs Cirque Mountain Apparel ClimbStuff Colorado Air National Guard Comcast/Xfinity Costa Costco Wholesale Croakies Double Dog Dog Is Good Earebel ECO Trails Elevation Outdoors ENO Hammocks

Enterprises EP Climbing Walls Epic Discovery Epic Pass Escape Campervans Evolved Motion FitPaws Four Wheel Campers Funk Cycles GEAR AID Geigerrig GlycoFlex® GMC GoPro Gorsuch Sport Performance Go RVing Guayaki Yerba Mate High Brew Coffee HiDow High Fives Foundation Honey Stinger Hurtta HydraPak Isopure Kailas Climbing Kammok KeVita Klean Kanteen Klymit Kodiak Cakes Komfy K9 KZYR La Sportiva L.L.Bean

Local Honey Designs Lorissa’s Kitchen Lycored Mad Rock Maroon Bell Outdoor® Matador Maven Outdoor Equipment Company Mountain Plains All American Pet Treats Nature Valley Nexgrill Nite Ize NOLS nuun hydration OluKai On Running Onewheel Osprey Packs Outside TV Pet Mate Pet Releaf Pickles the Pig PlushGrass Popticals PRÜVIT KETO//OS Red Rock Deli REBBL Renewal by Anderson Rex Specs Rite in the Rain Rock and Ice Ryno Power Smartwool

Spikeball SPOT State Farm Stranahan’s Colorado Whiskey Stunt Puppy TecLabs Tentsile Tree Tents Tepui Tents ThePureBag™ The Canine Experience TIAA Bank Tin Cup Whiskey Tito’s Handmade Vodka Topo Chico Topo Designs Town of Vail Trail Runner Trek Bikes Vail Avalanche Rescue Dogs Vail Resorts VanWorks Vita Coco WaveMakers Western State Colorado University Wilcor Outdoors Wild Tonic Wilderdog Winnebago World Class Academy Woodbridge Yakima Racks YETI YoColorado

2018

SPONSOR ACTIVATIONS CLICK HERE for more photos

ATHLETES BIKE

X-Country Mountain Bike

Road Bike Time Trial

MTN Enduro

BMX Pro-Am Open

BMX Standard Double Points

RUN

Mountain Mud Run

Après 5K

10K Spring Run-Off

Pepi’s Face-Off

DOGS

DockDogs

Dueling Dogs

Rocky Dog Trail Run

Canine Experience

CLIMB

IFSC Climbing World Cup

KAYAK

Citizen’s Climbing Kayak Freestyle

Oh Chute Kayak Challenge

Youth Climbing Down River Sprint

8-Ball Kayak Sprint

SUP

Down River Sprint

SUP Cross

RAFT

R2 Raft Sprint

Raft Cross Mountain Masters Disc Golf

DISC SLACKLINE FISH

Slackline Invitational

Highline Demonstrations

2-Fly X-Stream

Fly Tying Yoga Experience (daily yoga classes, kid/teen yoga)

YOGA

ART Mountain Click Photo Competition

PHOTOGRAPHY

Outdoor Film Series

FILM

Art in public places, Dog Caricatures

ON-SITE ART

MUSIC MOUNTAINS OF MUSIC

Free nightly concerts at the Amp

Live music at Checkpoint Charlie

Silent Disco

MOUNTAINS EXPO/DEMO AREAS

L.L.Bean Gear Town, Go RVing Dog Town, Nature Valley Adventure Village, Klean Kanteen Zen Zone, Mountain Plaza

ATHLETES BY EVENT

BIKE

ATHLETES BY EVENT RUN

1241

770

FISH

98

X-Country Mountain Bike

267

2 Fly X-Stream

87

Mountain Mud Run

549

Kids FREE Mountain Bike

200

Fly Tying

11

Après 5K

349

Road Bike Time Trial

95

KAYAK

191

10K Spring Run-Off

274

MTN Enduro

154

Oh Chute Challenge

41

Pepi’s Face-Off

69

BMX Races

54

Kayak Sprint

80

WHOLE30 DINNER

42

385

8-Ball Kayak

32

YOGA

311

IFSC World Cup

149

Kayak Freestyle

38

Citizen’s Climbing

155

RAFT

Youth Climbing

81

Raft Cross

60 60

CLIMB

120

DISC

185

R2 Raft Sprint

DOGS

959

SUP

DockDogs

603

SUP Cross

46

Dueling Dogs

246

SUP Sprint

81

Rocky Dog Trail Run

110

SLACKLINE

17

127

All Access Yoga Pass

62

Individual Yoga Classes

236

Kid/Teen Yoga

13

PHOTO

57

WHOLE30 DINNER

4 5 0 3 T O TA L R E G I S T R A T I O N S 10% more than in 2017 3 1 8 6 U N I Q U E AT H L E T E S 431 REGISTERED FOR MORE THAN ONE EVENT

MARKETING & PR SUMMARY 1 . 1 B I L L I O N TO TA L I M P R E S S I O N S $ 1 . 2 M I L L I O N M E D I A VA L U E

PUBLIC RELATIONS 1 . 1 B I L L I O N TO TA L R E A C H $ 7 7 4 , 4 0 5 P U B L I C I T Y VA L U E 394 PLACEMENTS 172 ON-SITE MEDIA

TOP EDITORIAL COVERAGE:

Outside Magazine GQ Magazine FOX News Channel WTVM Southeastern News Network

T O P - T I E R M E D I A I N AT T E N D A N C E :

PRINT 3,270,800 IMPRESSIONS $ 3 2 8 , 4 1 5 M E D I A VA L U E 2 4 N AT I O N W I D E A D P L A C E M E N T S

DIGITAL 4,041,520 IMPRESSIONS $ 4 7 , 9 7 0 M E D I A VA L U E

EMAIL 310,370 IMPRESSIONS $ 2 8 , 9 4 1 M E D I A VA L U E 14,670 EMAIL SUBSCRIBERS 2 8 . 1 % O P E N R AT E 5 . 3 % C L I C K - T H R O U G H - R AT E

SOCIAL MEDIA 3 6 , 8 4 1 F O L LO W E R S 1,928,584 ORGANIC IMPRESSIONS 9,416 ENGAGEMENTS 6 , 3 3 6 F O L LO W E R S 290,080 ORGANIC IMPRESSIONS 4,281 ENGAGEMENTS 2 3 , 7 0 0 F O L LO W E R S 1,015,863 ORGANIC IMPRESSIONS 25,369 ENGAGEMENTS PAID: 240,338 IMPRESSIONS | 20,403 ENGAGEMENTS

TO P P O S T S O F 2 0 1 8

P L AY I NG F O R C H A N G E B A N D G O N D O L A S E S S I O N DOCKDOGS + DUELING DOGS PHOTO ALBUM “THE STOKE IS HIGH” 8-BALL POV

INFLUENCERS

Pickles the Pig

Jacob Moon

Melissa Hartwig

The surfing, painting, mud running, pot-bellied pig

Freelance mountain photographer and family-man

Andrew Muse

Heather Larsen

The Canine Experience

Athlete, photographer, director, and owner of @kickerdogmuse

Pro highline and longline slacker and long-time Mountain Gamer

54.6K+ Followers

81.8K+ Followers

475K+ Followers

33.9K+ Followers

320K+ Followers

Tyler Eifert

73.5K+ Followers

Playing for Change Band

Co-creator of Whole30 and New York Times best-selling author

NFL tight end for the Cincinnati Bengals

Joining some of the best musicians from all over the world

12.4K Followers

Amy Purdy

275K Instagram Followers

Nick Cummins

Pack of 10 rescue dogs traveling the country full-time in an RV

Paralympic medalist and co-host of our Outside TV broadcasts

Professional rugby player a.k.a. the “Honey Badger�

704K+ Followers

280K+ Followers

VIDEO 2 , 8 8 9 , 5 4 8 TO TA L V I D E O V I E W S $ 2 1 , 9 6 0 M E D I A VA L U E 3531 ONLINE VIDEO ENGAGEMENTS 3 0 + U N I Q U E V I D E O S C R E AT E D

TELEVISION T H E G O P R O M O U N TA I N G A M E S T V S H O W W I L L A I R O N T U E S D AY, S E P T. 4 T H @ 8 P M E S T O N O U T S I D E T V 6 LIVE SEGMENTS AND 18 FORMAL INTERVIEWS F R O M T H E * N E W * G O R V I N G S T U D I O F E AT U R I N G H O S T S C H R I S D AV E N P O R T & A M Y P U R D Y 12 PRODUCED PIECES FROM OUTSIDE TV CLICK HERE TO VIEW ALL 2018 VIDEOS

WEBSITE 454,938 IMPRESSIONS 107,078 USERS 41.6% NEW USERS 2 . 5 5 PA G E S / V I S I T 2 : 6 6 AV E R A G E D U R AT I O N TO P C O N T E N T: EVENT SCHEDULE M O U N TA I N S O F M U S I C “ I ’ M A S P E C TATO R ” 66,410 ONLINE MAP VIEWS

THANK YOU! Our sincere thank you for your ongoing support and a special thanks to our partners at the Town of Vail, Vail Resorts, and the U.S. Forest Service for graciously hosting the GoPro Mountain Games in their backyard.

We wish you all continued success and, in partnership with you, look forward to making the 2019 GoPro Mountain Games, June 6-9, even better!

DAVE DRESSMAN VP of Sales & Sponsorship 619.764.0940 ddressman@vvf.org WATCH OUR 2019 SAVE THE DATE VIDEO

Official Mountain Games photos taken by: Dan Davis, Rick Lohre, ShowLove Media, Zach Mahone, and Logan Robertson