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2013 STAKEHOLDERS REPORT


MESSAGE TO OUR PARTNERS 2013 STRENGTHS:

Dear Friends, We are sincerely grateful for your business and partnership. The success of the GoPro 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.

GoPro as new title partner.

We remain very proud of this event and sincerely hope it has helped you to exceed your own brand goals and objectives. 2013 was a year of many changes and we thank all of you for helping to make it the most well attended Mountain Games to date.

Expanded national television package with three unique shows on NBC Sports Network and multiple re-airings on Universal Sports (x9 minimum) and Outside Television (x9 minimum).

Secured multiple top tier public relations placements including CNET, Spike TV, Outside Magazine, Gizmodo, GrindTV and others. Elevated Slopestyle and Slackline events. Slopestyle as an FMB Silver event and the 2013 World Championships of Slackline in addition to the return of the only World Cup Bouldering event in the United States. Continued growth for social media properties including Facebook, Instagram and Twitter. 467K ++ engagements across multiple platforms via the Mountain Games and our family of partners. Dogs. Increased participation in all DockDogs events and high social engagement for all things four legged.

LOOKING TO THE FUTURE:

Expanded music/artists and more integration of music throughout the event. 2013 acts left a bit to be desired (GROUPLOVE cancelled). Disparate location in Golden Peak East for IFSC Bouldering World Cup and fly fishing. An increased focus on out of market and international attendees and competitors. Capitalizing on high-value TV events/tailoring current events for a TV audience.

Photo Š Zach Mahone

Please enjoy this detailed stakeholder report and do not hesitate to contact us should you have questions or need additional information. Warm Regards, Mike Imhof, VP Sales & Operations Vail Valley Foundation


QUICK FACTS ATHLETE REGISTRATIONS

2,358 Unique Athlete Registrations 2,846 Total Competition Starts

VAIL ECONOMIC IMPACT $4.7M

Estimated revenue generated to the Town of Vail

SPECTATORS

53,579 (+22% over 2012)

83 Brand Partners

(Not including Lodging or Media)

MARKETING IMPRESSIONS 226,513,382

PR IMPRESSIONS 183,275,558

TELEVISION 594,000,000 Potential US HH Reach

528,000 Estimated viewers

Photo Š Zach Mahone


2013 PARTNERS


EVENTS BY THE NUMBERS ATHLETES BY EVENT GMG EVENT: BIKE (Com bined) Slopestyle XC MTB (All) Road Bike TT (All)

CLIMB (Com bined) Bouldering WC Citizen Climbing Youth Climbing

DOGS (Com bined) Speed Retrieve Extreme Vertical Big Air Rocky Dog Mud Run

FISH 2 Fly X-Stream KAYAK (Com bined) Steep Creek Freestyle 8 Ball DR Sprint

RAFT Cross SLACKLINE WC SUP (Com bined) SUP Sprint SUP Cross

ULTIMATE MTN CH. RUN (Com bined) 10K Spring Runoff Mud Run 1/2 Marathon

PHOTO COMP

REGISTERED ATHLETES 607 55 471 135

280 85 121 74

489 352 63 74

60 191 45 45 42 59

48 34 92 55 37

53 952 327 492 133

60

THROUGH THE YEARS

WEBSITE VISITS 12,700 2,485 6,995 3,220

7,483 5,176 1,423 748

YEAR

ATHLETES

SPECTATORS

MKTG IMP.

MEDIA $

2013

2,358 unique 2,846 starts

53,579

226,513,382

$3,711,990

2012

2,550 unique 2,972 starts

43,889

389,880,937

$3,349,960

2011

2,417 unique 2,798 starts

43K – 45K

373,801,334

$6,692,684

2010

2,174 unique 2,593 starts

37K – 39K

314,090,386

$2,002,552

2009

1,952 unique 2,269 starts

40,000

165,067,323

$2,104,445

2008

1,778

35,000

120,000,000

$736,000

2007

2,008

33,000

273,523,036

$1,600,000

2006

1,447

28,000

432,887,479

$2,100,000

2005

1,031

22,0000

207,505,097

$1,994,673

2004

946

18,000

106,413,862

$1,547,812

2003

574

12,000

1,113,218

$789K

2002

251

6,000

550K

$250K

10,576 1,117 684 2,225 2,130 4,420

1,713 5,935 2,338 1,175 1,161 1,261

865 3,647 1,999 1,317 682

4,089 11,970 4,289 4,420 3,261

1,672

1st Year VVF


MARKETING SUMMARY

IMPRESSIONS

MEDIA VALUE

260,164

N/A

Social

15,453,967

$78,908

Print

9,063,436

$609,330

TV Advertising

796,889

$20,173

Public Relations

183,275,558

$2,651,091

5,451,273

$62,950

735,347

$9,316

Email

8,072,312

$19,572

Radio

2,876,436

$88,250

528,000

$172,400

Website

226,513,382 Marketing Impressions

$3,711,990 TTL Media Value

Digital Mobile App

TV Show(s) Photo Š Zach Mahone


2013 CREATIVE Mobile Website:

Digital Creative (Static):

Website:

Program Book:

Venue Signage: Printed Venue Map: Final Creative/Poster:

Remnant Space Photo Creative:

Event Credentials: Official Event Sticker:

Preliminary Print Creative:


TELEVISION SUMMARY 594,000,000

Potential US HH Reach

528,000 *

Estimate viewers

$ 172,000 Media Value

* Does not include Outside TV distribution or DVR/recorded viewership.

2013 BREAKDOWN 3 Hours NBC Sports Network: Three unique one-hour shows broadcast nationally on 6/23/13, 7/02/13 & 7/09/13 to 78MM potential U.S. households each broadcast. Universal Sports Re-Airings: Each unique one-hour show (x3) to be re-broadcast on Universal Sports Network nationally no less than three times to 40MM potential U.S. households. Outside Television Re-Airings: Each unique one-hour show (x3) to be re-broadcast on Outside Television nationally no less than three times.

Photo Š Zach Mahone


PRINT ADVERTISING PUB

Combined Audience

$609,330 Print Value

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

Photo © Connor Walberg

DATES

CREATIVE/NOTES

Outside Magazine

6

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

Full Page 4C

Eddie Bauer Catalogue

1

Summer Resource

Double Truck 4C

Colorado Event Guidebook

1

Summer Guide

Full Page 4C/Back Cover

Canoe & Kayak

2

Feb/Beginners Guide, May

Full Page 4C

Elevation Outdoors

1

May

Full Page 4C

Competitor Magazine

2

Keeper, May Issues

½ Page 4C

SUP Magazine

1

April Beginners Guide

Full Page 4C

Trail Runner

1

May

¼ Page 4C

Red Bulletin

1

May

Full Page 4C

* Includes Eukanuba Advertorial

9,063,436

FREQ

NEWSPAPER Denver Post

4

May 22, 27, 30 June 4

3 columns (5.5) x 7 4C & ¼ Page 4C

Vail Daily

1

Insertion June 2

Official Event Program

Vail Daily

62

April-June Daily

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

Westword

1

May 30

¼ Page


DIGITAL ADVERTISING

WEBSITE Competitor.com Rocknroll.competitor.com

RUN DATES March-May April-May

Triathalete.com

May

Denverpost.com

May – June

Adtaxi targeting sports & travel; DP web apps, iPad app + interstitials MountainFlyer.com

IMP.

821,000

Impressions 818,506

30,000

May

N/A

Westword.com

May/June

60,000

VitalMTB.com

May/June

149,607

Pandora

May-June

631,467

MTBR.com

April-May

308,002

March-June

114,349

May-June

54,970

May – June

708,000

May-June

25,000

May – June

1,200,000

Google Display Network

May-June

103,254

Facebook Ads

Feb – July

427,118

MountainBuzz.com ClearChannel/93.3 Denver MountainOnline.com GearJunkie.com VLMD Display & Paid Search

Photo © Connor Walberg

$62,950 Media Value

April-May

Rockandice.com

5,451,273

13,982

Clicks (2.02% avg. CTR)


RADIO ADVERTISING 2,876,436

Combined Audience

$88,250 Media Value

RADIO STATION

DATES

QUANTITY/FREQUENCY

KZYR 97.7fm

May - June

45 athlete/sponsor interviews 126 :60 spots 50 :30 spots 150 :15 spots

KSNO

May – June

84 :30 spots

KBCR FM

May – June

84 :30 spots

KBCR AM (ESPN)

May – June

84 :30 spots

KALC 105.9fm

May – June

25 live mentions/giveaways 10 recorded mentions/spots

Vail Valley (The Zephyr)

Aspen

Steamboat Springs Steamboat Springs

Denver (Alice 105.9) KTCL 93.3fm

Denver (ClearChannel)

*Bud Light GMG Promos

May – June

200 promotional mentions 36 :30 spots 54 :30 streaming spots

* + Eddie Bauer in-store promos

Photo © Zach Mahone


EMAIL BLASTS 8,072,312 Impressions

$19,572 Media Value

76,883 Clicks

SENDER MG/VVF Database

Feb –May 2012 x13

Eddie Bauer

May, June, July May

USA Climbing Westword Events Blast

Photo © Zach Mahone

DATE

May x1

Elevation Outdoors

May/June x5

Trail Runner

May x2

MTBR.com

May

93.3 KTCL/ClearChannel

June

Mountain Magazine

June

Slifer Smith & Frampton

June

Freestyle Mtn. Bike World Ture Vail Epic Pass

May May/June

QUICK FACTS

24.4% Avg. Open Rate 5.08% Avg. CTR


TV ADVERTISING

TV CHANNEL

RUN

UNITS

Denver Interconnect through Comcast

May - June

:30

Channel 4 CBS Denver

May-June

:30

May – June

120 live mentions

Discovery ESPN 2 ESPN MTV NBC Sports National Geographic Travel Channel Green Network Spike TV Altitude

796,889 Impressions

$20,173

VLMD Buy

TV 8 Vail

Media Value

16 “Good Morning Vail” live interviews :30 Outside TV

May - June

:30

* Significant decreases over 2012 due to the inability to re-air “Teva Mountain Games” 2012 one hour broadcast

Photo © Rick Lohre


PR SUMMARY 403

Media Placements

183,275,558

Impressions Earned

$2,651,091

Media Value

*Report prepared by Backbone Media with Cision

HOSTED MEDIA GoPro Media Fam • • • • • • • • • • • • • • Photo © Zach Mahone

Gizmodo Outdoor Photographer Digital Photo Pro Grind Media SUP Clubic.com Pocket-Lint MSN Elevation Outdoors Backpacker Women’s/Men’s Health GeekMom.com GearJunkie.com Vail Daily

VVF Hosted Media • • • • • • • • • • •

Paddling Life Mountain Flyer Gear Patrol Gear Junkie Competitor Outside Magazine Mountain Magazine Velo News Women’s Running Spike TV Louder Than Eleven


PR BY THE NUMBERS Coverage Breakdown

264 Media Credential Applications Requested (190 picked up)

94 Photo/Video Armbands Designated (77 picked up)

Photo Š Zach Mahone

Report prepared by Backbone M edia w ith Cision


PR HIGHLIGHTS

Outlet: Outside Magazine Date: Summer 2013 Featured: GoPro Mountain Games

Outlet: Cnet.com Date: June 20, 2013 Featured: GoPro Mountain Games “It's safe to say that our expectations of the GoPro Mountain Games, and the entirety of Vail Colorado, were greatly exceeded.”

“One of the coolest things about the games(in addition to the parties, concerts, and films) is that everybody, from elite pros like Olympic slalom kayaker Mike Dawson and five-time Bouldering World Cup champion Kilian Fischhuber to wannabes like us, competes side-by-side.”

Outlet: Gizmodo Date: June 12, 2013 Featured: GoPro Mountain Games Gizmodo.com previewed GoPro’s new software while at the 2013 Summer Mountain Games.

Outlet: Grind TV Date: June 12, 2013 Featured: GoPro Mountain Games "Some of the world's best creek paddlers, rock climbers, and mountain bikers headed to Vail, Colorado for the annual GoPro Mountain Games."

Outlet: SpikeTV.com Date: June 16, 2013 Featured: GoPro Mountain Games Dhani Jones and the SpikeTV crew featured several GoPro Mountain Games events and interviewed multiple athletes in Vail.

Outlet: Outside Online Date: June 4, 2013 Featured: GoPro Mountain Games Bike Events “I really enjoy racing on courses that are really good and events that are really high quality,” Jeremy Hogan-Kobelski on the Mountain Games.

*Report prepared by Backbone M edia w ith Cision


WEBSITE AT A GLANCE

2013 WEB STATS February 15 – July 11, 2013 114,075 Site Visits 71,712 Unique

260,164

Page Views

60.30%

New Visitors

2:42

Avg. Time

Event Snapshot 6/3 – 6/10/13 32,427

Site Visits 20,797 Unique

90,294

Page Views

52.60%

New Visitors

3:32

Avg. Time

2013 TOP WEBSITE CONTENT February 15 – July 11, 2013 Top Content Schedule Results Register XC Mtn. Bike Bouldering WC Mud Run 10K UMC

Top Markets Colorado California Washington Texas New York Utah Illinois Oregon

Shares Top Outlets Twitter Facebook Email Tumblr

Visits From Social 8,439 Top Social Outlets Facebook (88%) Twitter (9%) Blogger (.59%) Flickr (.58%) YouTube (.19%)

Event Snapshot 6/3 – 6/10/13 Top Content Results Schedule Bouldering WC XC Mtn. Bike Register Road Bike 10K UMC

Top Markets Colorado California Washington Texas Utah Oregon New York Illinois

Shares Top Outlets Twitter Facebook Email Flickr

Visits From Social 2,317 Top Social Outlets Facebook (81%) Twitter (15%) Blogger (.95% Flickr (.73%) LinkedIn (.39%)

Photo © Rick Lohre


MOBILE APP Pre-Event Scavenger Hunt 34,462 Impressions

139 Pings Created | 34,462 Views |123 Claims

On-Site Event Activations 700,885 Impressions

292 Pings Created | 42,288 Views | 3,078 Claims

$9,316

Media Value

Overview:

VVF/Mtn. Games partnered with FOMO Media to implement a mobile app platform capable of sharing event information while activating partner/merchant offers at a hyper-local level. In addition, behavioral and demographic data was also collected to better understand the flow of on-site event attendees. - Real time interactive geolocation based FOMO Sonar Map - Countless “pings” created on map containing exclusive content, giveaways and partner offers redeemed by event attendees.

Pre-Event National Scavenger Hunt:

Worked directly with 21 key sponsors the weekend before the event. 139 prizes valued at over $10,000 went live across the country and were redeemed. Winners had to claim their prizes on-site in Vail. All prizes were redeemed. Scavenger Hunt winners continued to engage with partners throughout the event as they used social media to post pictures of themselves with their new gear. Photo © Rick Lohre


SOCIAL MEDIA SUMMARY 15,453,967

Total Social Media Impressions

$78,908

Total Social Media Value

467,317

Total Social Media Engagements

13,633,286

Facebook Impressions

$68,166

Facebook Media Value

152,520

Photo Š Rick Lohre

1,395,511

Twitter Impressions

$6,977

Twitter Media Value

5,442

234,270 Video Views

$2,811

Video Media Value

4,842

190,900

Instagram Impressions

$954

Instagram Media Value

304,513

Facebook Engagements

Twitter Engagements

Video Engagements

Instagram Engagements

Likes/Comments/Shares

RT/Favorite/Mentions

Likes/Comments/Shares

Likes/Comments


ONLINE VIDEO 234,270 Video Views

$2,811

Media Value

ENGAGEMENT Likes

Dislikes

Comments

Shares

4,147

35

266

394

Facebook & YouTube

YouTube

Facebook & YouTube

Facebook

4,842 TTL Engagements

Videos @ A Glance

Official Event/Partner Video Views 186,978 Organic YouTube Video Views 20,621 Uploaded Facebook Video Views 6,671

Most Popular Videos 1.) 2.) 3.) 3.) 4.) 5.) 6.)

Slopestyle Course Preview (GoPro) :30 2013 Commercial (VVF) Full Experience in 52 Seconds (GearJunkie) DockDogs Course Preview (GoPro) A Day at GMG (VVF) Steep Creek Highlights (VVF) Slopestyle (VitalMTB)

GearJunkie.com Live Event Shows 23,000 Photo Š Rick Lohre


FACEBOOK

13,633,286

Facebook Impressions

239,485

Facebook Engagements (Likes, Comments, Shares)

$68,166

Facebook Media Value

FACEBOOK INSIGHTS February 15 – July 11, 2013

Impressions 13,633,286 (D)

Engaged Users 194,156 (D)

Page Reach 5,811,639 (D)

New “Page Likes” 4,613

Event Snapshot 6/3 – 6/10/13 Impressions 4,008,996 (D)

Engaged Users 67,179 (D)

Page Reach 1,773,251 (D)

New “Page Likes” 1,382

FACEBOOK ENGAGEMENT February 15 – July 11, 2013

Post Likes 73,768 (VVF)

Comments 6,535 (VVF)

Post Shares 2,049 (VVF)

= 86,965

(VVF)

Event Snapshot 6/3 – 6/10/13 Post Likes 4,629

Comments 600

Post Shares 642

= 5,871 (VVF)

Key Partner Brands = 152,520 ++ FB Engagements Photo © Rick Lohre


INSTAGRAM 190,900

Instagram Impressions

1,116

Photos Tagged #GoProMtnGames 246 tagged #MountainGames

311,219

Instagram Engagements 0 – 1,609 Followers – New Account $954 Instagram Media Value

INSTAGRAM ENGAGEMENT February 15 – July 11, 2013

Likes 6,628 (VVF)

Comments 78 (VVF)

= 6,706 (VVF)

Key Partner Brands = 304,513 ++ Engagements

Photo © Rick Lohre


TWITTER 2013 TWITTER HIGHLIGHTS February 15 – July 11, 2013 296 specific Tweets 837 messages received 2,800 Clicks 734 + #GoProMtnGames 31 #MountainGames 603 new followers

1,395,511

Twitter Impressions

$6,977

Twitter Media Value

TWITTER ENGAGEMENT February 15 – July 11, 2013

RT 360 (VVF)

Favorites 77 (VVF)

Mentions

= 1,270

833 (VVF)

(VVF)

Key Partner Brands 5,442 ++ Engagements Photo © Zach Mahone


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

Total completed surveys – 350 Sample size provides statistical validity with an error rate of 5.2% at a 95% confidence interval Estimated attendance – 53,579 (+/- 20% error level should be considered) Estimated revenue generated to the Town of Vail - $4.7M (+/- 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) 85% of the attendees came to Vail, CO specifically for the Summer Mountain Games 60% of the attendees had attended the Summer Mountain Games in the past Average number of days attended – 2.3 Favorite event – Dock Dogs One Change – Parking, additional F&B vendors, and better viewing “Word-of-mouth” and “Newspapers” were selected most when asked, “How did you hear about, and/or where did you see advertising for the Summer Mountain Games?” 83% of the attendees staying in paid lodging stayed in Vail, CO 88% 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 in paid lodging in Vail, CO – 3.1 Average group size of those lodging in Vail, CO – 3.8 Average age (including a weighted average for children) - 37 Estimated number of room nights generated by the SMG – 5,391 Estimated average nightly rate in Vail- $219 SUR VEY COM P I LED BY I N TER CEP T I N SI GHT, LLC


PSYCHOGRAPHICS 84%

Of event attendees consider themselves “Outdoor Enthusiasts”

74%

Of event attendees consider themselves “Sports Enthusiasts”

45%

Of event attendees have at least one dog

61%

Of event attendees have a bachelors and/or masters degree

67%

Watch five hours or less of TV per week

Favorite Summertime activities: 1.) 2.) 3.) 4.) 5.)

Hiking Kayaking/Boating/Rafting Camping Mountain Biking Traveling

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

Photo © Rick Lohre


SEE YOU JUNE 5-8, 2014

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

2014 GoPro Mountain Games even better!

Photo Š Zach Mahone


2013 GoPro Mountain Games Stakeholders Report