2016 America's Winter Opening Stakeholder's Report

DECEMBER 1-3, 2016 #WHEREWINTERBEGINS

A MESSAGE TO OUR PARTNERS Dear Friends, The Vail Valley Foundation is incredibly fortunate to have hosted World Cup ski races since 1983, including three FIS Alpine World Ski Championships. Even in those early days, we were inheriting a robust ski racing passion and heritage in our valley that began with one of the very first FIS World Cup races held in Vail in 1967. We are proud of our contribution to the sport’s popularity in the United States, and of the phenomenal race course conditions we reliably provide during the early portion of the World Cup race season.

In 2016, for only the second time in our World Cup history, we had to cancel our beloved Birds of Prey races due to weather. Our Birds of Prey course, designed by 1972 Olympic champion Bernhard Russi, was built to be one of the most challenging in the world and each year it has lived up to that billing as ski history has been made by the world’s top racers. Although we, like you, our ski racing enthusiasts, were disappointed to not welcome the world to Beaver Creek for Birds of Prey in early December, we look forward to carrying our legacy forward at the Audi Birds of Prey World Cup Races in 2017.

Even though our races were canceled, we still executed most aspects of our EverBank America’s Winter Opening event, which illuminated Beaver Creek with concerts, sponsor activations, craft beer tasting events, kettle curling, and a host of events and activities that allowed us to celebrate the beginning of winter which, although a bit late this year, came with great gusto to Beaver Creek by early December.

We are extremely grateful for the tremendous outpouring of support we received from our partners, volunteers, media, sponsors, the ski racing community, and the Vail Valley; each of which are critical to ensuring Birds of Prey is a reality each year. Support from the FIS, USSA, Vail Resorts, Beaver Creek Resort Company, US Forest Service, the Town of Avon, and many other individuals and institutions helped keep our America’s Winter Opening event exciting and active, even as we lamented the loss of our beloved alpine World Cup ski races this year.

Thank you for all of your support – see you in 2017!

Mike Imhof President & CEO Vail Valley Foundation

BIRDS OF PREY WAY AMERICA’S WINTER OPENING AT A GLANCE NIGHTLY FIREWORKS

DEC. 1-3 BEAVER CREEK VILLAGE

FREE ICE SKATING

CONCERTS AT THE VPAC PUMPHOUSE BAR

YAKTRAX KETTLE CURLING

FREE LIVE MUSIC

BEERS OF PREY AMERICA’S WINTER OPENING AT A GLANCE

DEC. 2 VILAR PERFORMING ARTS CENTER

2016 PARTNERS

PR & MEDIA PUBLIC RELATIONS SUMMARY The cancelation of the 2016 Birds of Prey World Cup races minimized media coverage of the event. The majority of the coverage focused on the event’s cancelation (only the second time since World Cup racing first began in Vail/Beaver Creek in 1967), the ongoing EverBank America’s Winter Opening event, the late arrival of winter, and commentary from athletes who lamented the loss of the event they ranked No. 1 overall in a 2015-16 season survey. We look forward to capturing the world’s attention when the races return in 2017.

outlet

Impressions Media Value PUBLIC RELATIONS

316,273,913 TTL POTENTIAL AUDIENCE REACH $188,074 EARNED MEDIA VALUE 108 TOTAL PLACEMENTS

MEDIA HIGHLIGHTS

MARKETING IMPACT MARKETING SUMMARY

FORMAT Web & Social

MARKETING IMPACT IMPRESSIONS MEDIA VALUE 3,814,099

$45,240

667,000

$13,543

316,273,913

$188,074

1,108,598

$9,100

Email

614,489

$17,386

Radio

1,212,000

$3,030

11,700

$3,500

Print Public Relations Digital Advertising

TV

323,101,499 MKTG & PR IMPRESSIONS $279,873 TTL MEDIA VALUE

DIGITAL ADVERTISING MARKETING SUMMARY

DIGITAL ADVERTISING OUTLET

IMPRESSIONS

MEDIA VALUE

9News

691,969

$6,500

OpenSnow

184,045

$1,000

Vail daily

116,309

$1,400

AdRoll

116,275

$200

1,108,598 MKTG & PR IMPRESSIONS $9,100 TTL MEDIA VALUE

EMAIL & PRINT ADVERTISING MARKETING SUMMARY

EMAIL SENDER

PRINT

IMP.

MEDIA VALUE

OpenSnow

102,956

$2,365

9News

20,000

$2,000

On The Snow

436,108

$3,000

2,456

$450

352

$100

52,617

$9,471

Customized Craft Beer Programs VPAC Vail Valley Foundation

614,489 MKTG & PR IMPRESSIONS $17,386 TTL MEDIA VALUE

OUTLET Vail Daily (x18) Daily Weekly (x3) Poster & Schedules

IMP.

MEDIA VALUE

661,500

$11,543

5,500

$2,000

667,000 MKTG & PR IMPRESSIONS $13,543 TTL MEDIA VALUE

RADIO & TV ADVERTISING MARKETING SUMMARY

RADIO OUTLET

IMP.

MEDIA VALUE

1,008,000

$1,680

KZYR Interviews

60,000

$750

Mile Interviews

16,000

$300

AMT Interview

8,000

$150

120,000

$150

KZYR Spots

AMT Liners

1,212,000 MKTG & PR IMPRESSIONS $3,030 TTL MEDIA VALUE

TV OUTLET 9News

IMP.

MEDIA VALUE

11,700

$3,500

11,700 MKTG & PR IMPRESSIONS $3,500 TTL MEDIA VALUE

SOCIAL MARKETING SUMMARY

PAID CAMPAIGNS IMPRESSIONS

FOLLOWERS

Reach

Results

3,320,034

56,840

12,351

9,311 clicks

A total of three paid campaigns were run to retarget local music/festival fans and increase local awareness of the events

IMPRESSIONS

FOLLOWERS

208,182

6,402

@WinterOpening experiences higher activity and engagement when broadcasting live race results and promoting the festivities surrounding the event. Organization strategy with Twitter is focused on providing realtime and up-to-date news source

HASHTAG ENGAGEMENTS IMPRESSIONS

FOLLOWERS

#wherewinterbegins

#bcworldcup

#wherewinterbegan

230,640

9,610

1,909

350

199

In the two months leading up to and during the event, @WinterOpening experienced a 74.2% photo engagement rate and a 25.8% video engagement rate

WEB MARKETING SUMMARY – AMERICASWINTEROPENING.COM

SESSIONS

PAGE VIEWS

22,843

42,113

AVG. DURATION

AVG. PAGES/SESSION

1:03

1.68

% NEW USERS

TOP VISITED PAGE

77.18%

Schedule

2016 CREATIVE MARKETING SUMMARY

SEE YOU NEXT WINTER #WHEREWINTERBEGINS