2013 Winter Mountain Games Stakeholders Report

2013 STAKEHOLDERS REPORT

MESSAGE TO OUR PARTNERS 2013 Strengths -

65% increase in overall event attendance 52% increase in economic impact to the Town of Vail An estimated $46,000 in lift ticket revenue generated 79% of attendees came to Vail for Winter Mtn. Games 82% of event attendees are Very Likely or Extremely likely to return Not a single negative comment posted socially Growing online social media presence Largest SKIMO Event in North America Significant Athlete Growth in SKIMO and Vail UpHill Much better received Avy Dogs events

Looking to the Future & Improvements -

Poor concert attendance on Thursday evening Slow growth for Winter MTB National Championships Lack of a Television Package Decreased number of Mixed Climbing Athletes

Dear Friends,

We are We are sincerely grateful for your business and partnership. The success of Mountain Games is directly attributable to the myriad of 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.

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: 753 Unique Athlete Registrations 810 Total Competition Starts COMMUNITY ECONOMIC IMPACT: *$964,000 = TOV Economic Impact *$58,152 = Word Of Mouth Advertising Economic Impact

*$1,022,152 = Total Event Economic Impact

*$46,000 = Est. lift ticket rev. generated for Vail Mountain * (+/- 20% error level should be considered)

SPECTATORS: 16,509 (+/- 20% error level should be considered)

POTENTIAL MKTG IMPRESSIONS: 93,184,114

PR IMPRESSIONS: 57,679,068

2013 PARTNERS

2013 CREATIVE

MARKETING SUMMARY

IMPRESSIONS 152,196 = MountainGames.com Page Views 10,531,484 = Social Media Impressions 6,770,078 = Print Advertising Impressions 604,320 = TV Advertising Impressions 57,679,068 = Public Relations Impressions 6,685,442 = Digital Advertising Impressions 10,041,526 = Email Marketing Impressions 720,000 = Radio Advertising Impressions

MEDIA VALUE $8,653 = TV Advertising $414,001 = Print Advertising $22,545 = Digital Advertising $989,831 = PR $30,148 = Radio Advertising $53,822 = Social Media $23,499 = Email Marketing

Potential Marketing Impressions

93,184,114 TTL Media Value

$1,542,499

NATIONAL & REGIONAL PRINT ADVERTISING PUBLICATION

6,770,078

Combined Audience

$414,001 Print Value

(No print value assigned for Eddie Bauer Catalogue)

FREQ

DATES

CREATIVE/NOTES

Outside Magazine

4

Buyers Guide, Nov Advertorial, December, January Issues

Full Page 4C

Eddie Bauer Catalogue

1

Winter

Double Truck 4C

Telemark Skier Magazine

3

October, November, December Issues

Full Page 4C

Mile High Sports

1

January Issue

1/3 Page

Rock & Ice Magazine

1

January Issue

Full Page 4C

Elevation Outdoors

1

January Issue

Full Page 4C

NEWSPAPER Denver Post

2

February 3, 5

5X4 ????

Vail Daily

1

Insertion

Official Event Program

April-June Daily

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

Vail Daily/Daily Weekly/Summit Daily/Glenwood Springs Post Independent/Aspen Times

32

DIGITAL/ONLINE ADS AT A GLANCE

WEBSITE

RUN DATES

IMPRESSIONS

OpenSnow.com

January

33,334

DenverPost.com

Mid Dec – February

2,136,658

MountainFlyer.com

January – February

34,519

MountainProject.com

January – February

100,000

Competitor.com

January – February

207,500

MileHighSports.com

January – February

40,596

VitalMTB.com

January – February

341,484

SnowshoeMagazine.com

January – February

70,000

Pandora.com

January – February

613,608

Westword.com

February

311,316

Area93.com

February

338,000

Mid Dec – February

1647,470

Ongoing

805,957

Nov – Dec

5,000

Google Display Network Facebook.com Birds of Prey Digital Program

6,685,442

Combined Audience

$22,545 Media Value

RADIO ADS AT A GLANCE

RADIO STATION KZYR 97.7fm Vail Valley

DATES Jan-Feb

QUANTITY/FREQUENCY Last DJ On-Site Interview 200 :30 30 :90 Spectator Guides 20 On-Site Live Cuts Otter Box, GoPro, Chipotle & Atlas Promotions

KSNO Aspen

Jan-Feb

100 Weekend Getaway :30 50 Weekend Getaway :10 VIP Trip To Vail Promotion

KBCR FM Steamboat Springs

Jan-Feb

100 Weekend Getaway :30 50 Weekend Getaway :10 VIP Trip To Vail Promotion

93.3

Jan-Feb

On-air promo mentions VIP Trip To Vail Promotion Eddie Bauer Promotions

720,000

Combined Audience

$30,148 Media Value

EMAIL BLASTS

SENDER

10,041,526

Combined Audience

$23,499 Media Value

FREQUENCY

RECEPIENTS

Mountain Games / VVF Database

6

46,326

On The Snow

1

175,000

Open Snow

2

53,214

Mile High Sports

4

60,000

tR SMG Re-Market

1

750

Area 93.3 KTCL

3

405,000

Eddie Bauer

3

9,111,671

Mountain Magazine

1

50,000

Vail Mountain

1

93,161

TV ADVERTISING TELEVISION CHANNEL

TIME FRAME

IMPRESSIONS

Comcast: Altitude

Jan - Feb

3,806

Comcast: Comedy Central

Jan - Feb

148,998

Comcast: Discovery

Jan - Feb

69,732

Comcast: ESPN2

Jan - Feb

79,998

Comcast: NBCS-TV

Jan - Feb

6,972

Comcast: MTV

Jan - Feb

24,812

Comcast: NatGeo

Jan - Feb

43,940

Comcast: ESPN

Jan - Feb

110,022

Comcast: RTRM

Jan - Feb

348

Comcast: Spike

Jan - Feb

73,634

Comcast: Travel

Jan - Feb

42,058

TV8/Outside TV

Jan - Feb

Not Available

604,320 Impressions

$8,653

Media Value

PR SUMMARY Placements by Media Category

183

WMG Editorial Stories

57,679,068

Total Impressions

$989,831 Media Value

Placements By Event

PR SUMMARY Hosted Media Winter Mountain Games, Eddie Bauer, Backbone Media and Polartec provided accommodations for the following targeted journalists: Jonah Ogles Outside magazine Associate Editor Jill Robinson

Washington Times, San Fran Chronicle, Gadling.com

Kimberley Lovato

Nat Geo Traveler, Conde Naste Traveller, Frommers.com Lindsey Emery

Fitness, SELF, Women’s Health Olivia Dwyer Mountain magazine Associate Editor Sean McCoy

GearJunkie.com Anthony Cerretani

Backpacker

Cameron Martindell Elevation Outdoors Cristina Goyanes

Shape, Women’s Health, ESPN

COVERAGE HIGHLIGHTS Highlights Include: The New York Tim es SK I Travel Channel M ensHealth.com Gear Junkie Shape.com TheW ashingtonTim es.com OutsideOnline.com RunnersW orld.Com M ountainOnline.com W om en’s Adventure

WEBSITE AT A GLANCE WMG 2013 WEB STATS October 1, 2012 – March 10, 2013

2013 TOP WEBSITE CONTENT: Home, results, schedule, register, Ski Mountaineering, Vail Uphill, Flobots Free Concert, Mixed Climbing, Ultimate Mountain Challenge 2013 TOP WEBSITE MARKETS: Colorado, New York, California, Texas, Illinois, Florida, Washington, Massachusetts, Utah, Minnesota SOCIAL MEDIA SHARES FROM MOUNTAINGAMES.COM/WINTER 589 (494 Facebook/95 Twitter)

(up from 404 in 2012)

589,000 Social Media Sharing Impressions $2,945 Media Value (based on $X CPM) TOP SOCIAL CONTENT: Register, 2013 Photo Comp Winners, Free Concerts, Results, Flobots Concert, SKIMO, XC Snowshoe, Schedule

69,198 Site Visits 152,196 Page Views 68.06% New Visitors 2:13 Average Time On Site Event Snapshot Feb 4-10, 2013: 21,350 Site Visits 50,453 Pageviews 59.18% New Visitors 2:42 Average Time On Site

SOCIAL MEDIA SUMMARY

$46,265 Facebook Media Value $ 2,542 Twitter Media Value 9,253,117 Facebook Impressions 508,457 Twitter Impressions 589,000 Social Media Shares via MG.com 174,047 Video Views

10,531,484

Total Social Media Impressions

$2,945 Social Media Shares Media Value $2,070 Viral Video Views Media Value

$53,822

Total Social Media Value

VIDEO SYNDICATION

26,720 2013 Video Views 147,327 New 2012 Video Views Videos @ A Glance VVF Produced/Official = 23,191 Dual Slalom = 14,699 Event Highlights = 4,470 SKIMO = 1,993

FACEBOOK INSIGHTS Most Popular Posts Overall (based on impressions) 1.) Music Lineup Announced (11/28) 2.) Check out the 2012 GoPro Highlights (12/14) 3.) Registration is Open (12/19) 4.) A Strong Chance for #POW Coming Through (2/6) 5.) GoPro HERO 3 Best of Album (2/10) Most Popular Video Posts: 1.) Check out the 2012 GoPro Highlights 12/14 2.) X-Country Snowshoe 2012 Highlights (1/9) 3.) SKIMO Video (2/14) 4.) GoPro Event Highlights (2/18) 5.) 2012 Mixed Climbing Highlights (12/19) Most Popular Photo Posts: 1.) A Strong Chance for #POW Coming Through (2/6) 2.) GoPro HERO 3 Best of Album (2/10) 3.) Ski Bike or Snow Bike? (12/10) 4.) Otter Box Caption Contest (2/5) 5.) Otter Box Caption Contest (1/29)

2013 FACEBOOK HIGHLIGHTS: October 1 – March 1

6,103,232 - Total Weekly Reach of Page Posts 12,491 - Fans ( 3,441 new likes/38% increase) 5,410,725 - Friends of Fans 17,754 – Post Consumption/Clicks

9,253,117

Total Daily Facebook Impressions

$46,265

Facebook Media Value

TWITTER INSIGHTS 2013 TWITTER HIGHLIGHTS: October 1 – March 1, 2013

237 specific Tweets 145 ReTweets 465 Mentions 2,271 organic followers (529 new followers/30% increase)

508,457

Twitter Impressions

RESEARCH HIGHLIGHTS • Total completed surveys – 181 • Sample size provides statistical validity with an error rate of 7.2% at a 95% confidence interval • Estimated attendance – 16,509 (+/- 20% error level should be considered) • Estimated revenue generated to the Town of Vail - $964K (+/- 20% error level should be considered) • Overall Satisfaction – 4.5 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely • Satisfied) • 79% of the attendees came to Vail, CO specifically for the Winter Mountain Games • 46% of the attendees had attended the Summer Mountain Games in the past • Average number of days attended – 2.3 • Favorite events – Tele Big Air and Climbing • One Change – Parking and additional vendors/sponsors • 68% planned to attend a concert • “Word-of-mouth” and “Posters” - selected most when asked, “How did you hear about and/or where did you see advertising for the WMG?” • 73% are “Very” or “Extremely Likely” to return in the future • 67% of the attendees staying in paid lodging stayed in Vail, CO • Average nights stayed in paid lodging within Vail – 5.6 • Average group size of those staying in paid lodging – 4.8 • 43% of event attendees 18-34; 68% 18-44 • Estimated number of room nights generated by the WMG – 933 • Estimated average nightly rate in Vail - $333 • Estimated lift ticket revenue generated - $46K

Our sincere thanks for your ongoing support.

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