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MESSAGE TO OUR PARTNERS Dear Friends, June 2011, the 10th year for the Teva Mountain Games, was a huge success because of you! We are sincerely grateful for your support and appreciate the time, passion and commitment you and your teams put forth leading up to and during the Event. We hope the 2011 Teva Mountain Games helped you reach or exceed some of your goals this year and we look forward to partnering with you in the future. Please enjoy this very detailed stakeholders summary and do not hesitate to contact us with any questions, concerns or if you need additional information. Warm Regards, Vail Valley Foundation

2011 STRENGTHS: -

National TV show syndication with secondary distribution on FOX NBC World of Adventure Sports segment specific to Teva Mountain Games Addition of international TV show syndication: pan Europe, Pacific Rim, Australia, New Zealand 11% growth over 2010 in unique athlete registrations 15% growth in spectator attendance over 2010 IFSC Bouldering World Cup: 4th time in USA Exceptional weather New Teva Mountain Games website implemented with Winter site mapped out New free CenturyLink town WIFI network implemented Social Media growth in public and partner engagement and following

•LOOKING TO THE FUTURE & IMPROVEMENT: • -

In 2012 we will look to invest even more money in the live music aspect of the event with larger name acts for the Bud Light Mountains of Music concerts. Continue to invest in marketing and social media efforts to ensure, for both the event and our sponsors that the Mountain Games lives on with relevance and presence in the marketplace all year long, not just for four days in early June. Our goal for 2012 will be to exceed 50,000 in onsite spectators and 3,000 in athlete registrations.


QUICK FACTS •

ATHLETE REGISTRATIONS: 11% growth in 2011 over 2010 for unique athlete registrations; 2011 yielded 2,417 unique registrants making up 2,798 total competition starts

COMMUNITY ECONOMIC IMPACT – $4.5 million to $5 million

SPECTATORS: 43,000 - 45,000 estimated over 4 days

TOTAL MARKETING IMPRESSIONS: 373,801,334

PR CIRCULATION: 338,780,957 –

PR coverage includes: Outside Magazine, Los Angeles Times, USA Today, Bicycling, Climbing, KDVR Fox, CBS 4 Denver, 9News and many more national and international outlets

TELEVISION:

– Well over 300 million potential world-wide impressions…… Domestic USA TV - 90 million US TV Households VIA National Broadcast Syndication - Minimum 65 million US TV Households VIA Time Buy on FOX Sports National - 115 million US TV Households VIA NBC Sports World Of Adventure Sports International TV - New for 2011. International distribution approximately 75 million TV Households. Conservative estimated total worldwide TV viewership 2.5 to 3 million people


2011 PARTNERS


MARKETING SUMMARY

• •

AT A GLANCE: IMPRESSIONS: – TMG.com Page Views = 663,170 – Social Media = 3,047,985 – Print Advertising = 18,774,474 – PR = 338,780,957 – Banner Advertising = 5,232,572 – iPhone App = 23,586 – Email Blast = 5,471,590 – Radio Ads = 1,807,000 TOTAL = 373,801,334

MEDIA VALUE: – TV Advertising = $265,104 – Print Advertising = $730, 466 – PR = $5,623,433 – Radio Advertising = $58,370 – Social Media = $15,311 TOTAL = $6,692,684


2011 CREATIVE


TELEVISION SUMMARY 2011 BREAKDOWN: •

National Broadcast Syndication: 90 Million US HH reach airing in 120+ US markets. Guaranteed network affiliate clearance in top 5 US Markets, 16 of top 20, 32 total of top 40 with 85% guarantee for syndication to air on Network Affiliate (NBC, ABC, CBS or FOX Broadcast). Airing window July 9 to August 28, 2011.

Fox Sports National: Time Buy provides minimum 65 Million US HH with potential for 90mm total US HH reach depending on FOX affiliates picking up the show. Airing window is September/October 2011 with re-airs for up to 1 year.

NBC Sports World Of Adventure Sports: Teva Mountain Games to receive a 15+ minute exclusive segment in the 1 Hour NBC telecast. 115 million US HH. Airing date Oct. 9, 2011.

International TV Distribution: A 1 hour special Teva Mountain Games program will air in 16 pan-European countries, 15 Eastern European Countries, 11 Countries in Asia and SE Asia and New Zealand and Australia.

Secondary Distribution Channels Late Q42011 and Q12012: Estimate 30 Million additional impressions

Outside TV (Previously ISC (Resort) Network): 35 Destination Resort markets across USA. Estimate 200+ total airings.


NATIONAL AND REGIONAL PRINT ADVERTISING 2011 NATIONAL/REGIONAL PRINT ADS

New for 2011:

•The Drake •SUP Magazine •Expanded coverage in Grind Media •Bonus color in Denver Post

Combined Audience: = 18,774, 474

PUB

FREQ

= $730, 466

CREATIVE/NOTES

Outside Magazine

5

Apr., May, Buyers Guide, Jun., Oct. Issues

Full Page 4C

Eddie Bauer Catalogue

1

Summer Resource

Double Truck 4C

S. West Fly Fishing

1

May/June Issue

Full Page 4C

Bike Magazine

1

April Issue

Full Page 4C

Canoe & Kayak

2

May & Whitewater Issues

Full Page 4C

SUP Magazine

1

May Issue

Full Page 4C

Rock & Ice Magazine

2

April & June Issues

Full Page 4C

Trail Runner Mag

1

April/May Issue

Full Page 4C

The Drake

1

May Issue

Full Page 4C

Competitor Magazine

2

Keeper, May Issues

½ Page 4C

Print Value: (No print value assigned for Eddie Bauer Summer Resource Catalogue)

DATES

NEWSPAPER Denver Post

5

May 9 - 26

3 columns (5.5) x 7 4C

Vail Daily

1

June 2 – 5 + Insertion June 2

Official Event Program

Vail Daily

86

April-June Daily

Full Page 4C, 2/3 Page 4C & Remnant 4C


BANNER/ONLINE ADS + LISTINGS AT A GLANCE 2011 WEBSITE

RUN DATES

IMPRESSIONS

ActiveNetwork.com (Teva Pass Through)

May

1,889,582

Outsideonline.com

May – June

353,000

Vaildaily.com

Feb – June

317,335

Kzyr.com

May – June

10,400

Denverpost.com

May – June

1,635,255

Trailrunnermag.com

May

673,000

Rockandice.com

May

354,000

Overall Impressions: 5,232,572


BANNER AD CLIPPINGS


RADIO ADS AT A GLANCE 2011 RADIO STATION

DATES

KZYR 97.7fm Vail Valley

May - June

24 athlete/sponsor interviews 200 :60 spots 200 :30 spots 20 live remote interviews Text campaigns/ giveaways Last DJ + on site broadcast

KALC 105.9fm Denver

May – June

66 :30 spots 100 streaming spots

KQMT 99.5fm Denver

May – June

59 :30 spots 90 streaming spots

KOSI 99.5fm Denver

May – June

65 streaming spots

Atlanta Business Radio - Dr. Fitness & the Fat Guy

June 16

14 minute interview

Combined Audience: = 1,807,001

Radio Value: = $58,370

QUANTITY/FREQUENCY


EMAIL BLASTS

SENDER

DATE

RECEPIENTS

TMG MailChimp Database

May / June 2011

52,969

Outside Magazine

April/May 2011

118,517

Teva

April/May 2011

336,209

Eddie Bauer

April/May 2011

4,656,895

USA Climbing

May 2011

7,000

Trail Runner Mag

May 2011

25,000

Rock & Ice Magazine Vail Valley Partnership Vail Resorts

May 2011

27,000

May 2011

16,000

May 2011

232,000

TOTAL IMPRESSIONS:

5,471,590


TV ADS AT A GLANCE 2011 Comcast = $82,500 TV8/ Outside TV = $182,604

TOTAL VALUE : $265,104

TELEVISION CHANNEL

TIME FRAME

IMPRESSIONS

Denver Interconnect through Comcast: ABC Family Animal Planet Comedy Central Discovery ESPN MSNBC Nickelodeon Spike Travel Channel

May - June 2011

1,096,487

TV8/Outside TV:

April – June 2011

- 2010 54 min. show: 35 times - 3 min. highlight reels: 36 times - Live mentions: 120 times -“Good Morning Vail” live interviews on site: 32 times


PR SUMMARY • • • •

Total TMG Editorial Stories: 309 Total Circulation/Unique Visits: 329,912,664 Total Impressions: 338,780,957 Media Credentials Issued: 235 Garmin posted three press releases to the wire, all mentioning the Teva Mountain Games. These releases accounted for 45 editorial stories and 122M impressions.

MEDIA QUOTES:

“Just a quick note of thanks for inviting me up to the Teva Mountain Games. I had a great time and came away with a renewed appreciation for how original and great the event is. My story on the UCI rules should be up later today or tomorrow; I'll send a link. Thanks also for the encouragement at the TT yesterday. That was a hard course for sure and I'm going to come back next year to try to better my time. Fantastic as always to see you.” - Joe Lindsey at Bicycling “I could tell that this was the kind of mountain weekend that seeped deep into both Ben & Amelia's psyche (Grant’s kids), that they now equate the mountains—and Dad—as a good time with tons of fun stuff to do. I will always be grateful to you for providing this wonderful memory for us. My how the Games have grown since we were last there in 2007 (I think it was 07). What impressed me the most was how many 1000s of people were participating this weekend and how they were everywhere. The TMG has done a terrific job of making people feel special about competing at every level. Congrats to the organizers for thinking big and growing the event.” - Grant Davis at Wild Blue Yonder:

“Hosted” Media In 2011, TMG provided accommodations for the following targeted journalists: •Ali Carr, Whitney Dreir, Ryan Krogh, Kyle Dickman, Sean Cooper – Outside Magazine • Amanda Fox, Julie Ellison – Climbing • Andrew Bisharat, Alison Osius, Dave Clifford – Rock & Ice • Joe Lindsey - Bicycling • Jennifer Olson, Molly Sprayregan, Lisa Sinclair – Women’s Adventure • Eugene Buchanan – Paddling Life • Ashley Arnold - Trail Runner • Doug Schnitzspahn – Elevation Outdoors • Tim Mutrie – Canoe & Kayak, Bike • Brian Metzler – Running Times • Lisa Jhung – Runner’s World • Adam Chase – Competitor • Grant Davis – Wild Blue Yonder (Frontier in-flight magazine)


PR SUMMARY BY THE NUMBERS Impressions 350,000,000 319,477,645 300,000,000

250,000,000

200,000,000 Impressions 150,000,000

100,000,000

50,000,000 7,374,290

7,406,198

Magazine

Newspaper

976,066

3,546,758

Broadcast

Blog

0 News Website


NATIONAL MEDIA COVERAGE HIGHLIGHTS

Outlet: Outside Date(s): May 2011 Impressions: 1,714,698

Outlet: Outside Date(s): June 2011 Impressions: 1,714,698

Outlet: USA Today Travel online Date(s): June 6 Impressions: 1,827,692

Outlet: The Outside Blog Date(s): June 5, 8, 10, 14, 17, 20 Impressions: 322,224

Outlet: Fitbie.com (featured on MSN network) Date(s): May 1, June 7 Impressions: 9,345,632

Outlet: Examiner.com Date(s): June 2, 3, 5, 6 (x3), 7, 8 Impressions: 125,932,480


Outlet: KUSA 9News Denver Date(s): June 2 Impressions: 653,349* *Unique visitors to website

Outlet: Denver Post Date(s): May 29, June 1, 5(x2), 7, 8, 19 Impressions: 5,686,975

REGIONAL MEDIA COVERAGE HIGHLIGHTS

Outlet: Boulder Daily Camera Date(s): June 3, 13 Impressions: 134,570

Outlet: CBS Denver Date(s): June 4 Impressions: 322,717* *Unique visitors to website


CLIMBING MEDIA HIGHLIGHTS

KAYAKING MEDIA HIGHLIGHTS

Outlet: RockandIce.com Date(s): June 10, 14 Impressions: 16,438

Outlet: Canoe&Kayak.com Date(s): June 4, 7 Impressions: 37,106 Outlet: Kayak Session magazine Date(s): Spring 2011 Impressions: 18,000 Outlet: Climbing.com Date(s): May 31, June6 Impressions: 34,716


MOUNTAIN BIKING MEDIA HIGHLIGHTS

Outlet: BikeMagazine.com Date(s): June 8, 13(x2), 14 Impressions: 48,176

Outlet: PinkBike.com Date(s): June 4, 6 Impressions: 172,138

Outlet: MountainFlyer.com Date(s): June 7 Impressions: 3,372

Outlet: VitalMTB.com Date(s): June 5, 6, 21 Impressions: 15,750


RUNNING MEDIA HIGHLIGHTS

Outlet: Runner’s World Date(s): “The Trail” Spring 2011 Impressions: 1,707,028

Outlet: RunnersWorld.com Date(s): June 7 Impressions: 412,026 Outlet: RunnersWorld.com Date(s): June 8 Impressions: 412,026

Outlet: RunningTimes.com Date(s): June 6 Impressions: 46,820


WEBSITE AT A GLANCE NEW FEATURES UPGRADES:

•New summer/winter Teva Mountain Games website family. •Focus on extensive social media integration. Facebook, Twitter, YouTube and Flickr •Segmentation of Social Media content into “Ours” (TMG) and “Yours” (Everyone else) •Search Engine Optimization enhancements. •Mobile friendly format. •Usability study to identify key content areas for new mega-nav structure.

2011 TOP WEBSITE CONTENT:

Results, Schedule, X-Country Mountain Bike, 10K Spring Runoff, IFSC Bouldering World Cup, Ultimate Mountain Challenge, Mud Run, Road Bike Time Trial

2011 TOP WEBSITE MARKETS:

Colorado, California, Texas, New York, Washington, Utah, Illinois, Florida, Arizona, Pennsylvania

2011 SOCIAL MEDIA SHARES FROM TMG.COM: 810 total shares (up from 219 in 2010) – 618 Facebook/192 Twitter

TOP SOCIAL CONTENT ON TMG.COM:

Events: Road Bike Time Trial, X-Country Mtn Bike, Steep Creek Pages: 2011 Results, 2011 Photo Comp Winners, Free Stuff, TV Schedule, GoPro Mtn Moment

TMG 2011 STATS: Jan 1, 2011 – July 25, 2011 Site Visits: 221,089 Page Views: 663,170 59.12% New Visitors 3:02 Average Time On Site

YEAR/YEAR 2010 VS. 2011: Site Visits Up 22.89% Page Views Up 17.6% 361% Increase in Mobile Visitation Social Media Shares from TMG.com up 369% A SOCIAL CENTRIC WEBSITE: 810,000 Social Media Sharing Impressions $4,050 Media Value (based on $5 CPM)


NEW FEATURES & UPGRADES:

•Available on additional mobile platforms: iPod Touch, iPad & Android •New real time schedule with mapping functionality •Integrated Twitter Feed •New latest news area •Integrated event registration •PDF compatibility for athlete results & start lists •Hidden “Daily Deals” channel accessible via QR or Promo Code

2011 MOBILE APP DOWNLOADS: 2,238 Unique Downloads 16,674 channel views 6,912 connections IMPRESSIONS/ CONNECTIONS 23, 586

CENTURYLINK NETWORK: Via our new partnership with CenturyLink we were able to canvas key event areas in the Town of Vail with a free WIFI network designed to increase on-site social media activation and adoption of the mobile app.

AT A GLANCE: Most Popular Channels in The App: X-Country Mountain Bike, Daily Deals (unlocked or hidden channel), Freeride Dual, World Cup Bouldering and Teva.

YEAR/YEAR 2011 vs. 2010: App downloads up 559%

2,714 unique connections 7,578 hours connected Average time connected per user = 10

min

Note that the real time schedule was the most popular feature but tracking metrics were not installed and are not reported here.

QR SCANS:

QR codes were printed on all event signage, posters and collateral specific to the Mobile App. In total, 224 QR codes were scanned to download the app or unlock the hidden Daily Deals channel. The hidden daily deals channel could only be activated via a promo code or QR scan on-site. It reported the second highest channel views at 1,082

TMG IPHONE APP


OUR USERS ARE LOCATED:

NEW USERS DAY BY DAY: The graph above illustrates new users or downloads of the app by day. During the event we averaged in excess of 250 new app downloads each day. QR SCANS DAY BY DAY: The graph below illustrates QR scans by day. During the event we averaged in excess of 31 scans each day.

TMG IPHONE APP


SOCIAL MEDIA SUMMARY Social Media activation was a big push for the 2011 Teva Mountain Games. All social media outlets were branded with official event creative and a listening strategy including more 1-on-1 interaction was implemented alongside various internal and partner content strategies.

2011 SOCIAL MEDIA OBJECTIVES: 1.) To extend the life and awareness of the Teva Mountain Games beyond the four days of events and those physically in attendance. Pre-event, during event and post-event. 2.) To make the Teva Mountain Games more accessible for partners, spectators and athletes. 3.) To build new and grow existing loyal social media centric communities. (Facebook Target = 5,318 fans Twitter Target = 986 followers). 4.) To address and identify potential customer service and public relations issues. 5.) To aggregate and promote partner promotions/activations in a non-invasive way. 6.) To drive traffic to official event and partner websites.

AT A GLANCE: IMPRESSIONS: FaceBook = 515,951 Flickr Photos = 37,398 Twitter = 327,860 Social Media Shares via TMG.com = 810,000 Viral Videos = 1,356,776 TOTAL =3,047,985

MEDIA VALUE: FaceBook = $2,579 Twitter = $1,693 Flickr = $205 Social Media Shares via TMG.com = $4,050 Viral Videos = $6,784

TOTAL = $15,311


VIRAL VIDEOS/ WEBISODE SYNDICATION Through a media partnership with GoPro the 2011 Teva Mountain Games secured significant video impressions. A new Teva Mountain Games channel on YouTube was developed to showcase all official event videos and was then fed to TMG.com. This strategy drastically increased our NET video views but decreased video views outside of YouTube on TMG.com.

TOP WEBISODE SYNDICATION OUTLETS: TMG.com via Mobile Rider: 32,736

YouTube: 2011 Videos: 1,220,492 Total Views (includes GoPro webisode partnership) 2010 Videos: 67,887 2009 Videos: 35,905

NOTE: * There is a second batch of GoPro videos and Jalbert videos yet to hit syndication. Those figures are not included here.

2011 VIDEO VIEWS: 1,356,776 Views $6,784 Media Value (based on $5 CPM) YEAR/YEAR 2010 vs. 2011: TMG.com videos down 44.46% YouTube Videos Up 9,872% (1,220,492 in 2011 vs. 12,362 in 2010)


FACEBOOK INSIGHTS Highest post views: 3,342 views (6/6/11) Highest page views: 1,530 views (6/3/11)

Our most popular posts overall (based on impressions): 1. Summary of events on blog 2. Photo albums 3. Important timely updates 4. Results OUR 5. Contests Our most popular posts by event: 1. Dogs 2. SUP 3. IFSC Bouldering World Cup 4. Photo Comp 5. Mud Run

2011 FACEBOOK HIGHLIGHTS: Jan 1, 2011-July 13, 2011 515,951 post views 1,859 post feedback 5,014 Fans (3,008 new likes) Facebook Impressions = 515,951 $2,579 Media Value (based on $5 CPM) YEAR/YEAR 2010 vs. 2011: TMG post views up 7,367% TMG post feedback up 1,705% TMG Facebook likes up 354%

FACEBOOK FANS:


TWITTER INSIGHTS OFFICIAL HASH & TAG USAGE: @TevaMtnGames total: 203 #TevaMtnGames total: 175 Most popular tweets: (3+ more retweets): “TMG Photo Art: A Hard Task Indeed ~ Vail Valley Foundation Blog: http://t.co/YxVRrXE via @AddThis #tevamtngames” “Check out @GoPro_News Go Pro Hero VIDEO @mikeemontgomery 1st place @Teva Slopstyle #TevaMtnGames http://youtu.be/JYB3YmsXGp8” “#SICK RT @GoPro_News: GoPro Video of the Day! Skydiving into the 2011 @TevaMtnGames with Marshall Miller! Burly! http://bit.ly/lQsYGQ” “Staff highlights of the 2011 @Teva Mountain Games: http://bit.ly/lMl6ih #tevamtngames” “It's FRIDAY NIGHT = @Teva Slopestyle 6pm (w/ @GoPro_Heroes skydiving) @FirstAscent, @Teva , + @c4waterman Outdoor Reels film series” “The Dirty Heads are lighting up the kickoff of the #tevamtngames! Get here! http://yfrog.com/73emqisj” “Teva Mountain Games DOG HEAVEN: New album up on FB! http://on.fb.me/iBcvND #tevamtngames”  

WHO WE INTERACTED WITH THE MOST:

2011 TWITTER HIGHLIGHTS: 310 TMG specific Tweets = 290,160 Impressions 377 ReTweets = 37,700 Impressions 936 organic followers (636 new followers) Twitter Impressions = 327,860 $1,693 Media Value (based on $5 CPM) YEAR/YEAR 2010 vs. 2011: TMG specific Tweets up 53% TMG ReTweets up 589% Followers up 312%


OTHER SOCIAL MEDIA HIGHLIGHTS FLICKR: 3,604 Set Views (Collections of photos sorted by event) - Most popular sets: Mountain Click Photo Comp, Aloha Happy Hour, World Cup, Mud Run, 8 Ball 37,398 2011 Photo Views - Most popular photos by event: Mountain Click Photo Comp, World Cup, Mud Run, Slopestyle, X-Country Mtn Bike 41, 002 Photo impressions $205 (based on $5 CPM)

FOUR SQUARE: 178 event check-ins via 98 people


RESEARCH HIGHLIGHTS * Total completed surveys – 329 * Sample size provides statistical validity with an error rate of 5.3% at a 95% confidence interval * Estimated attendance – 43,000 to 45,000 * Estimated economic impact - $4.5 million to $5 million * Net Promoter Score – 70 (on a scale of 0-10, how likely are you to recommend TMG to a friend/family member?) * Overall Satisfaction – 4.73 (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 Teva Mountain Games * 64% of the attendees had attended the Teva Mountain Games in the past * Average number of days attended – 2.22 * Favorite events – 1.DockDogs, 2. Kayaking/Water Events, 3. Climbing * Average age – 39 without calculation of 18 and under population (with 18 and under population, average age – 31) * One Change – Better viewing and seating * “Word-of-mouth” and “Newspapers” were selected most when asked, “How did you hear about the Teva Mountain Games?” * 90% of the attendees staying in paid lodging stayed in Vail, CO * 83% are “Very” or “Extremely Likely” to return in the future * 71% of the first time visitors are “Very” or “Extremely Likely” to return in the future * Average nights stayed – 3.76 * Average group size of those lodging in Vail, CO – 3.87


RESEARCH HIGHLIGHTS


IN CLOSING Our sincere thanks for your ongoing support. We wish you all continued success and, in partnership with you, look forward to making the

2012 Teva Mountain Games even better!

2011 Summer Teva Mountain Games Stakeholders Report  

The stakeholders report from the Summer 2011 Teva Mountain Games, a project of the Vail Valley Foundation. Complete event details can be fou...

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