2012 Summer Teva Mountain Games Stakeholders Report

2012 STAKEHOLDERS REPORT

MESSAGE TO OUR PARTNERS 2012 STRENGTHS:

Athlete registration up 5% over 2011 Addition of the new Slackline competition was highly successful.

One of the top 3 spectator draws.

Bud Light Mountains Of Music Artist line up hit the mark with largest concert attendance in recent years for both Thursday and Saturday shows.

IFSC Bouldering World Cup (5th year In USA) Largest number of outdoor industry products and services partners onsite in history of the event.

Dear Friends, We are sincerely grateful for your business and partnership. The success of Mountain Games is directly attributable to 80+ 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.

Event continues to capitalize on and substantially grow its social and digital media communication and follower campaigns.

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

LOOKING TO THE FUTURE:

Warm Regards, Mike Imhof, VP Sales & Operations Vail Valley Foundation

Bud Light Mountains Of Music will add a 3rd show for Friday evening.

IFSC World Cup, main event registration and VIP will return to its historical location at Mountain Plaza/Vail Village.

2013 goal will be over 3,000 athletes and 50,000 onsite spectators.

Increased marketing and advertising efforts to drive incremental destination guest attendance.

QUICK FACTS ATHLETE REGISTRATIONS:

2,550 Unique Athlete Registrations 2,972 Total Competition Starts (3,350 unique/3,845 starts including Winter)

COMMUNITY ECONOMIC IMPACT:

$3.8M - Estimated revenue generated to the Town of Vail (4.43M economic impact including Winter) (+/- 20% error level should be considered)

SPECTATORS: 43,889

(53,889 + est. 45K skier visits including Winter) (+/- 20% error level should be considered)

POTENTIAL MKTG IMPRESSIONS: 389,880,937

(569,255,599 including Winter)

PR IMPRESSIONS: 151,601,308

(255,263,031 including Winter)

TELEVISION:

Domestic USA TV. Estimate 200 million impressions across all national TV distribution platforms.

2012 PARTNERS

MARKETING SUMMARY

IMPRESSIONS

264,728 = TMG.com Page Views (529,207 including Winter) 8,425,666 = Social Media Impressions (42,707,940 including Winter) 8,517,030 = Print Advertising Impressions (27,630,066 including Winter) 1,426,816 = TV Advertising Impressions (2,389,295 including Winter)

MEDIA VALUE

151,601,308 = Public Relations Impressions (255,263,031 including winter)

$540,534 = Print Advertising ($1,174,233 including Winter)

7,390,663 = Digital Advertising Impressions (8,989,006 including Winter) 1,146,998 = Mobile App Impressions 8,693,245 = Email Marketing Impressions (11,935,111 including Winter) 2,414,483 = Radio Advertising Impressions (4,811,943 including Winter) 200,000,000 = Estimated Impressions (2,015,000 including Winter)

$95,660 = TV Advertising ($202,870 including Winter)

$58,457 = Banner Advertising ($74,356 including Winter) $2,323,342 = PR ($3,975,412 including Winter) $48,350 = Radio Advertising ($96,155 including Winter) $33,102 = Social Media ($57,661 including Winter) $23,572 = Email Marketing ($39,781 including Winter) $14,543 = Mobile App $212,400 = TV Show Value ($343,950 incl. Winter)

389,880,937 (569,255,599 including Winter)

Potential Marketing Impressions

$3,349,960

($5,978,961 including Winter)

TTL Media Value

2012 CREATIVE

TELEVISION SUMMARY 2012 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 14 to September 9, 20112.

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 2012 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. 2012.

Secondary Natl. TV Distro. Channels Late Q42012 and Q1203: Estimate 30 Million additional impressions.

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

200,000,000 US HH Reach

1.8 -2 Million

Estimate viewers across all national TV distribution platforms.

$ 212,400 Media Value

NATIONAL & REGIONAL PRINT ADVERTISING PUB

8,517,030

Combined Audience $540,534 Print Value (No print value assigned for Eddie Bauer Summer Resource Catalogue)

FREQ

DATES

CREATIVE/NOTES

Outside Magazine

5

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

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

Rock & Ice Magazine

2

April & June Issues

Full Page 4C

Competitor Magazine

2

Keeper, May Issues

½ Page 4C

Mountain Magazine

1

May

Full Page 4C

NEWSPAPER Denver Post

3

May 22, 27, 30

3 columns (5.5) x 7 4C

Vail Daily

1

Insertion June 2

Official Event Program

Vail Daily

22

April-June Daily

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

Colorado Rky Mtn. News Media: Aspen Times, Summit Daily News, Glenwood Springs Post Independent, Rifle, Winter Park

15

May – June

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

DIGITAL/ONLINE ADS AT A GLANCE WEBSITE Active.com

RUN DATES

IMPRESSIONS

May

1,779,453

7,390,663

Vaildaily.com

Feb – June

Not available

Impressions

Denverpost.com

May – June

5,102,692

$58,457

Vail Mountain Signature Events Campaign

May

442,177

Rockandice.com

May

Not available

Westword.com

May

40,602

Alice105.9.com

May

17,154

99.5themountain.com

May

8,585

Media Value

4,995 Clicks

RADIO ADS AT A GLANCE RADIO STATION

KZYR 97.7fm Vail Valley

DATES

May June

2,414,483

Combined Audience

45 athlete/sponsor interviews 126 :60 spots 50 :30 spots 150 :15 spots Teva Mountain Games online radio station streaming all TMG content 24/7

$48,350

Media Value

QUANTITY/FREQUENCY

KSNO Aspen

May – June

84 :30 spots

KBCR FM Steamboat Springs

May – June

84 :30 spots

KBCR AM (ESPN) Steamboat Springs

May – June

84 :30 spots

KALC 105.9fm Denver (Alice 105.9)

May – June

74 :30 spots 15 live mentions/giveaways 174 streaming spots

KQMT 99.5fm Denver (99.5 the Mtn)

May – June

62 :30 spots 15 live mentions/giveaways 198 streaming spots

EMAIL BLASTS SENDER

DATE

RECEPIENTS

March –May 2012 x4

38,035

Outside Magazine

May x2

88,609

Eddie Bauer

May x3

7,549,916

May

16,000

Westword Events Blast

May x1

5,907

Bootprints

May x1

3,252

GoPro Video Of The Wk

June x1

750,000

Alice 105.9

May x2

80,000

99.5 The Mountain

May x1

30,000

Vail Resorts (Epic Pass)

May x2

93,161

TMG/VVF Database

USA Climbing

8,693,245 IMPRESSIONS

$23,572

MEDIA VALUE

104,953 CLICKS

TV ADS AT A GLANCE

TELEVISION CHANNEL

TIME FRAME

IMPRESSIONS

Denver Interconnect through Comcast:

May - June

917,961

Discovery ESPN 2 ESPN MSNBC NBC Sports National Geographic The Weather Channel Travel Channel Green Network TV8/Outside TV:

April – June 2011

198 airings 2011 TV show 18 airings 3 min. highlight reel

1,426,816 Impressions

$95,660 Media Value

120 live mentions 16 “Good Morning Vail” live interviews

PR SUMMARY 504

TMG Editorial Stories

144,191,282

Total Circulation/Unique Visits

151,601,308 Total Impressions

$2,323,341.63 Media Value

195 Media Credentials Issued

Hosted Media TMG provided accommodations for the following targeted journalists: • Abe Street/Ryan Krogh - Outside Magazine • Madison Kahn/Meaghen Brown - Outside Magazine • Sean McCoy – GearJunkie.com • Ashley Arnold - Trail Runner • Duane Raleigh/Will Hummel - Rock & Ice • Jordan Carr/Eddie Clark - Mountain Flyer • Eugene Buchanan - Canoe+Kayak • Shannon Davis - Backpacker • Amanda Fox - Climbing • Chris Kassar - Elevation Outdoors • Kevin Fonger/Shannon Fonger – ActiveGearReview.com • Kevin Luby - Skiing • Lisa Marshall - Competitor • Jennifer Olson - Women's Adventure • Olivia Dwyer/John Dwyer - Mountain Magazine

2012 TMG TOP COVERAGE • • • • • • • •

Elevation Outdoors Outside Online (5x) Huffington Post Examiner (2x) Denver Post (10x) 9News (2x) Fox 31 Denver GearJunkie.com(10x)

• • • • • • • •

Aspen Times (3x) Vail Daily (34x) 14 News Canoe & Kayak Decline Magazine Mountain Bike Action Golf Digest Out There Colorado

PR SUMMARY

BY THE NUMBERS

Total Impressions 70,000,000

Total Editorial Stories

60,000,000

12

50,000,000 40,000,000

Magazine 63

30,000,000 20,000,000

115

10,000,000 0

328

Print/Online Newspaper News Website Broadcast

3

Blog & Other Online

WEBSITE AT A GLANCE

TMG 2012 WEB STATS March 1, 2012 – June 29, 2011 103,075

2012 TOP WEBSITE CONTENT:

Site Visits

Home, Results, Register, Schedule, XC Mountain Bike, 10K Spring Runoff, IFSC Bouldering World Cup, Mud Run, Vail Pass Half, Ultimate Mountain Challenge, Road Bike Time Trial, Mountains of Music, Slackline, Lodging

264,945

2012 TOP WEBSITE MARKETS:

55.18%

1,530

3:02

Colorado, California, Oregon, Texas, Washington, New York, Illinois, Utah, Arizona

SOCIAL MEDIA SHARES FROM TMG.COM

(up from 810 in 2011)

Page Views New Visitors Average Time On Site

Event Snapshot 5/30 – 6/4

1,462,000 Social Media Sharing Impressions $7,310 Media Value (based on $5 CPM)

39,594

NOTE: New reporting window due to Winter event. Previously these metrics represented an entire year. These figures represent 3/1 – 6/29

108,270

Site Visits Pageviews

46.85%

New Visitors

3:30

Average Time On Site

MOBILE APP/timeRAZOR MOBILE APP @ A GLANCE 2,329 = Number of downloads during campaign (45% via text to download, 55% via QR code) 31,275 = In App TMG Engagements 16x/day = Average times users engaged 10,893 = Direct engagements with partner events/offers 8x/day = Average times users engaged with partner events/offers 50,000 + = Exposed & Engaged via Social Networks

1,146,998 Impressions (+ 4,863% from 2011) Media Value = $14,543

MOBILE APP/timeRAZOR

SOCIAL MEDIA SUMMARY

$17,225

Facebook Media Value

$6,619

5,250,000

Twitter Media Value

1,323,790

Social Media Shares Media Value

Facebook Impressions

Twitter Impressions

1,462,000

Social Media Shares via TMG.com

$7,310

$4,025

Viral Video Views Media Value

$474

335,426

Instagram Contest Media Value

54,450

$35,653

Viral Video Views

Instagram Contest Impressions

8,425,666

Total Social Media Impressions

Total Social Media Value

VIRAL VIDEOS & WEBISODE SYNDICATION

335,426 Video Views

$4,025

Media Value Videos @ A Glance

VVF Produced/Official – 19,239 GoPro – 207,656 Misc YouTube – 66,151 IFSC World Cup Webcast – 40,000 Views TMG Website – 2,380 Views

FACEBOOK INSIGHTS Most Popular Posts Overall (based on impressions) 1. Best of 2011 Photo Album 2. Largest climbing wall in the world 3. Gibbon Games Slacklining announcement Most Popular Video Posts: 1. LT11 Highlight video (6/6/12) 2. Vail Mtn Climbing feature (5/29/12) 3. Gibbon Games slacklining (6/1/12) Most Popular Photo Posts: 1. World’s largest climbing wall (6/22/12) 2. Climbing wall build photo (5/30/12) 3. Steep Creek Championship photo album (5/31/12) 4. Best captions for DockDogs album (6/6/12) 5. Teva Slopestyle album (6/8/12) 6. Gibbon Games album (6/4/12)

2012 FACEBOOK HIGHLIGHTS: March 1 – June 25

1,578,856 Total Weekly Reach of Page Posts 8,781 Fans ( 2,072 new likes, 131% increase) 270,438,670 Friends of Fans

5,250,000

Total Facebook Impressions

3,132,254

Page Consumption (clicks)

$26,250

Facebook Media Value

INSTAGRAM INSIGHTS

1003

Photos Tagged #tevamtngames

384 Likes Received 0 - 223 Followers In 3 Days

54,450

Total Instagram Impressions

$474

Total Instagram Media Value

TWITTER INSIGHTS Official Hash & Tag Usage: 591 Mentions 294 Unique Users Mentioned @tevamtngames

2012 TWITTER HIGHLIGHTS: March 1 – June 25, 2012

252 specific Tweets 152 ReTweets 591 Mentions 300+ #tevamtngames tags 1,828 organic followers (494 new followers)

1,323,790

Twitter Impressions

$6,619

Twitter Media Value

Most Mentioned Brands:

Results pulled from www.twitonomy.com & www.crowdbooster.com

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

Total completed surveys – 327 Sample size provides statistical validity with an error rate of 5.3% at a 95% confidence interval Estimated attendance – 43,889 (+/- 20% error level should be considered) Estimated revenue generated to the Town of Vail - $3.8M (+/- 20% error level should be considered) Net Promoter Score – 75 Overall Satisfaction – 4.7 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) 94% of the attendees came to Vail, CO specifically for the Teva Mountain Games 56% of the attendees had attended the Teva Mountain Games in the past Average number of days attended – 2.4 Favorite event – Dock Dogs One Change – Parking and additional F&B vendors “Word-of-mouth” and “Newspapers” were selected most when asked, “How did you hear about the Teva Mountain Games?”

86% of the attendees staying in paid lodging stayed in Vail, CO 86% are “Very” or “Extremely Likely” to return in the future 74% of the first time visitors are “Very” or “Extremely Likely” to return in the future Average nights stayed – 3 Average group size of those lodging in Vail, CO – 3.87 Average age (including a weighted average for children) – 35 (9% 12-24; 36% 25-34; 21% 35-44; 16% 45-54) Estimated number of room nights generated by the TMG – 4,852 Estimated average nightly rate in Vail- $201

SUR VEY COM P I LED BY I N TER CEP T I N SI GHT, LLC

Our sincere thanks for your ongoing support.

We wish you all continued success and, in partnership with you, look forward to making the

2013 Mountain Games even better!