2016 GoPro Mountain Games | Stakeholders Report

2016 GOPRO MOUNTAIN GAMES Stakeholders Report

DEAR FRIENDS, We are sincerely grateful for your business and partnership. By all metrics, the 15th anniversary of the GoPro Mountain Games was a resounding success. More than 135+ brands brought true energy and creativity to the event to help make it a remarkable experience for everyone involved.

The future looks bright. We are very glad to have GoPro as our partner as we build on the growing, widespread enthusiasm surrounding mountain sports, music, art, and culture.

This stakeholders report will help quantify the outcome of the 2016 GoPro Mountain Games and provide valuable data as you plan for next year.

Please don’t hesitate to contact us should you have additional questions.

MIKE IMHOF, SR. President & CEO Vail Valley Foundation

EVENT HIGHLIGHTS

RECORD NUMBERS

NEW EVENTS

More athletes and event spectators than any other year.

Including GoPro MTN Enduro, Superfeet Après 5k, and the Yoga Girl Experience with Rachel Brathen (pictured).

BIGGER FOOTPRINT

OUT-OF-STATE

Expansion into Eagle, CO and into Lionshead Village and the Gerald R. Ford Amphitheater in Vail, CO.

More visitors from outside the state of Colorado than at any other time in the history of the event.

EVENT AT A GLANCE 67,500 SPECTATORS (+/- 20% margin of error) Including a packed-to-capacity, Gerald R. Ford Amphitheater for Saturday night’s Stephen “Ragga” Marley free concert (pictured).

4151 ATHLETE STARTS With 369 athletes competing in 2 or more events

3399 UNIQUE ATHLETES 900 more athletes than in 2015

135+ BRAND PARTNERS

$7.2M ECONOMIC IMPACT Est. revenue generated to the Town of Vail

PSYCHOGRAPHICS 68% “OUTDOOR ENTHUSIASTS”

59% SPORTS ENTHUSIASTS

48% SINGLE W/ NO CHILDREN

39% “TRAVELER”

23% ATTENDED W/ A DOG

70% OWN THEIR HOME

DEMOGRAPHICS Male vs. Female Average Adult Age

Athlete

Spectator

58% / 42%

60% / 40%

30

38.9

Education

75% have 4 year degree or higher

Mean HHI

46% earn more than $75K

Top States of Origin 1. Colorado 2. Illinois 3. Texas 4. California 5. Utah

2016 PARTNERS

SPONSOR ACTIVATIONS

2016 GEAR TOWN EXPO SPONSORS GoPro Coors Light Adidas Outdoor Akinz Aksel’s Hats and Tees Airhead SUP Antlers Vail / Vail Summer Blue Grass Beyond Costal / Chums Big Agnes BioLite Black Box Blue Buffalo Boa Technology BOOM by Polk Buff Bullfrog Sunscreen Chipotle Chuck & Don’s Cirque Mountain Apparel Confluence Watersports Costa Costco Cricket Trailer Croakies Eagles Nest Outfitters EcoxGear Elevation Outdoors Evaletric

EverBank Evolv FiveTen Fluid Stance Flying Eagle Disc Society G-Form Goal Zero Go RVing Gosling’s um Green Goo Guayaki Organic Yerba Mate Hamboards Heka Energy Hi Dow High Fives Foundation Honey Stinger Jaybird Sport Joshua Tree Skin Care Kind Designs Klean Kanteen Klymit Kokopelli Packraft Kora Korbel Krave Jerky Kush Climbing Kyocera KZYR 97.7 – The Zephyr.Vail La Sportiva Leki

Lander L.L. Bean Made in Nature Meir Skis MillerCoors Mile High Mountaineering Mizco / re fuel Native Eyewear Nite Ize NOLS Nuun Hydration Onewheel Optimum Nutrition Orvis Osprey Outside Magazine Pacqui Tortilla Chips Point6 PrincetonTec Qalo Qloom The Red Bulletin RepYourWater RESQWATER Rhino-Rack RinseKit Rislone Rock and Ice Ruffwear Season Five

Skratch Labs SOL Paddle Boards SUP COLORADO SuperFeet Tamrac Tec Laboratories TEN / GRINDTV Tenkara THULE Trango Trek Bikes Trek Light Gear TriggerPoint Tudor Watches Utivity Vail Mountain Coffee & Tea Vail Resorts Vail Valley Pharmacy VanWorks Vibram VOLVO Voormi Warrior Dog Foundation Winnebago Xfinity Yakima YETI Coolers YoColorado Zuke’s

VENDOR SUCCESS STORIES

sold: $71,000 in cameras and accessories*

sold: $40K+ in food

sold: $12,200 in speakers

sold: 103 pairs of sunglasses

sold: $9,000 in apparel

sold: $18,850 in boards

*includes sponsor purchases

BRAND TESTIMONIALS For us, the GoPro Mountain Games embodies what we are all about as a brand…people coming together to enjoy the outdoors and pursue their passions - whatever that may be. The Mountain Games has something for everyone, whether they are participating in one of the many events, watching the competitions, or just enjoying the breathtaking Colorado views, Mountain Games has a unique atmosphere that includes everyone from the top level pros to the average-joes.

- Rick Loughery Sr. Director of Global Media Relations

‘We love coming to GoPro Mountain Games because we get in front of our core customers and are really able to engage with them as well as have a great time!

The foot traffic was solid, the music was awesome and the vibe was high!’

- Emily Ziegler, Field Marketing Manager

“Each year the DockDogs community worldwide votes on which event out of over 230+ events is the event of the year. For the last 2 years in a row the GoPro Mountain Games has won this title hands down. It goes without saying that for the past 9 years we have valued both the expertise and coordination that we realize from our relationship with VVF, and look forward to be part of many more events in the future.”

– Grant Reeves, DockDogs CEO

"The GoPro Mountain Games is our marquee event, a perfect celebration of everything Outside represents. It's the ideal venue for us to showcase our brand and have a long weekend of fun with readers, fans, and fellow sponsors. It's one of those rave events that's a great fit for us on multiple levels.“ – Sam Moulton, Marketing Director

“LifeStraw became a partner of the Vail Valley Foundation, and the GoPro Mountain Games, for a couple of reasons: 1) to reach the community of outdoor active influencers that compete in, and attend, this event; and 2) to meet other similar companies to form partnerships for activation in future events. This year was very successful for us from a branding and partnership standpoint. Based on this experience we are already thinking of ways to execute better next time.”

– Bryan Kimbell, Head of Cause Marketing

“Our first year at the Mountain Games exceeded our expectations. We were able to engage with new consumers and longtime fans of our brand in a unique setting. I was most impressed by the GoPro Mt. Games ability to build excitement and shareable content before, during and after the games.”

- Amy Olive, Brand Manager

ATHLETES BIKE

X-Country Mountain Bike

Road Bike Time Trial

Enduro

RUN

Mountain Mud Run

Après 5K

Trail 10K-Ish

Half Marathon

DOGS

Speed Retrieve

Big Air

Vertical Jump

5k Trail Run

CLIMB

IFSC Climbing World Cup

KAYAK

Steep Creek Championship

SUP

Citizen’s Climbing Freestyle Kayaking

Down River SUP Sprint

Down River Sprint SUP Cross

RAFT DISC

Youth Climbing 8 Ball Kayak SUP Skills Invitational

Raft Cross Mountain Masters Disc Golf

Free Disc Golf Clinics

Slackline Invitational

Highline Demonstrations

FISH

2-Fly X-Stream

Free Casting Clinics

YOGA

The Yoga Girl Experience

Free Yoga Sessions

SLACKLINE

ART PHOTOGRAPHY

Mountain Click Photo Competition

FILM

Outdoor Film Series

ON-SITE ART

Art in public places

MUSIC FREE CONCERTS

Thursday, Friday and Saturday nights

JAM IN THE VAN

Live, mobile music studio

MOUNTAINS EXPO/DEMO AREAS

Gear Town

Kids Adventure Village

Golden Peak Fly Zone

ATHLETES BY EVENT BIKE

667

RAFT

84

X-Country Mountain Bike

426

Ra Cross

50

Road Bike Time Trial

94

R2 Ra Sprint

34

Enduro

147

CLIMB

RUN

1056

308

Mountain Mud Run

424

Climbing World Cup

98

Après 5K

241

Citizen’s Climbing

130

Trail 10K-ish

273

Youth Climbing

80

Half Marathon

118

DISC

171

SLACKLINE

32

DOGS

640

STAND UP PADDLE

280

DockDogs

515

SUP Sprint

87

Rocky Dog Trail Run

125

SUP Cross

53

FISH

92

KAYAK

PHOTO COMP

191 Steep Creek

43

Freestyle

45

Down River

62

8 Ball

41 52

YOGA

737

ULTIMATE MOUNTAIN CHALLENGE

41

ULTIMATE RIVER CHALLENGE

11

4151 ATHLETE STARTS 3399 UNIQUE ATHLETES

MARKETING SUMMARY 307,094,370 TOTAL IMPRESSIONS $2,477,492 TOTAL MEDIA VALUE W EBSITE+ EMAIL __________________________________________ 755,548 IMPRESSIONS | N/A Media Value S OCIAL __________________________________________ 149,790,155 IMPRESSIONS | $820,244 MEDIA VALUE PRINT __________________________________________ 22,635,298 IMPRESSIONS | $629,214 MEDIA VALUE T V/VIDEO __________________________________________ 2,038,211 IMPRESSIONS | $250,000 MEDIA VALUE DIGITAL __________________________________________ 8,017,981 IMPRESSIONS | $55,520 MEDIA VALUE R ADIO __________________________________________ 808,500 IMPRESSIONS | $63,750 MEDIA VALUE PR __________________________________________ 122,397,277 IMPRESSIONS| $658,764 MEDIA VALUE

PR HIGHLIGHTS 122,397,277 PR IMPRESSIONS $658, 764 MEDIA VALUE 210 ON-SITE MEDIA 348 PLACEMENTS TOP-TIER MEDIA IN ATTENDANCE

New York Times Men’s Journal NBC’s Today Show Outside Magazine Wired Huffington Post Fast Company

Canoe & Kayak GrindTV SUP Magazine BIKE Magazine Climbing Magazine Rock & Ice

SAMPLE COVERAGE

Huffington Post: Vail Colorado’s GoPro Mountain Games Absolute Must-See Event NBC’s Today Show: GoPro CEO talks early designs, competitors and what’s next Outside Magazine: Your Complete Guide to Ruling the GoPro Mountain Games SUP Magazine: Exclusive Gallery and Recap CANOE & KAYAK: Rescue Teams Impress on a Record-High Homestake Creek Bike Magazine: GoPro Mountain Games Adds Enduro for 2016

TELEVISION AND VIDEO 9 CUSTOM VIDEOS FROM THE ENTHUSIAST NETWORK Including competition highlights and human interest stories GRINDTV MOUNTAIN GAMES PLAYLIST

2.4 MILLION ONLINE VIDEO VIEWS 527,644 YouTube event/partner video views 1,369,725 Facebook event/partner video views

DEDICATED EPISODE OF BOUNDLESS ON THE ESQUIRE NETWORK Aired 05/24 30+ FACEBOOK AND PERISCOPE LIVE SESSIONS On GoPro, Outside Magazine, GrindTV and VVF Channels

17 LIVE RECORDING SESSIONS WITH JAM IN THE VAN JAM IN THE VAN MOUNTAIN GAMES PLAYLIST (in partnership with KRAVE Jerky)

130,000+ COMMERCIAL AIRINGS Comedy Central, CNBC, CNN, HGTV, National Geographic, Oxygen, Travel Channel, A&E, ESPN2, Lifetime, Nickelodeon and On Demand

OFFICIAL CONTENT

DAY 1 HIGHLIGHTS

DAY 2 HIGHLIGHTS

D AY 4 H I G H L I G H T S

GOPRO COURSE PREVIEWS

DAY 3 HIGHLIGHTS

LO U D E R T HA N 11 S LO W MO ME N T S

SOCIAL MEDIA HIGHLIGHTS 149,790,155 IMPRESSIONS $820,244 MEDIA VALUE 1.2M TOTAL ENGAGEMENTS 34,619 FOLLOWERS 99M IMPRESSIONS 217K+ ENGAGEMENTS

6,228 FOLLOWERS 44M IMPRESSIONS 11K+ ENGAGEMENTS

18,231 FOLLOWERS 5M IMPRESSIONS 882K+ ENGAGEMENTS

349 SUBSCRIBERS 527K+ VIDEO VIEWS 31K ENGAGEMENTS

*NEW FOR 2016* LIVE GOPRO COVERAGE ON PERISCOPE CUSTOM GOPRO MOUNTAIN GAMES SNAPCHAT FILTER

WAS USED OVER 12,000 TIMES JUNE 2016

ON-SITE INFLUENCERS

Rachel Brathen

Chuck Patterson

Loki the Wolfdog

Izzi Gomez

Cute dog + 1.1 Million followers on Instagram

SUP Woman of the Year at only 16 years old

International yoga teacher with 2 Million Instagram followers

Professional action sports athlete and stuntman w/ a massive following

Nick Troutman

Maddie Brennamen

Dane Jackson

GoPro Family

Watch his YouTube mini-series “Road to the Mountains�

Fly Fishing guide with 75K Instagram followers

Paddling prodigy and social media guru

With over 25 major social influencers from all over the globe

486,948 PAGEVIEWS 178,618 SESSIONS 126,908 USERS 67.7% NEW USERS 2.4 PAGES/VISIT 1:54 AVERAGE DURATION

TOP CONTENT: HOMEPAGE, REGISTRATION, SCHEDULE, RESULTS, PARTNERS, NEWSROOM

EMAIL MARKETING $10K+ EMAIL SUBSCRIBERS 28.7% OPEN RATE 5.22% CLICK THROUGH RATE

RESEARCH HIGHLIGHTS •

Total completed surveys – 360

•

Sample size provides statistical validity with an error rate of 5.1% at a 95% confidence interval

•

Estimated attendance – 67,500 (+/-20% error level should be considered)

•

Estimated revenue generated to the Town of Vail -$5.2M (+/-20% error level should be considered)

•

Net Promoter Score – 76

•

Overall Satisfaction – 4.8 (using a scale of 1 to 5, where 1= Not at all Satisfied and 5=Extremely Satisfied)

•

84% of the attendees came to Vail, CO specifically for the GoPro Mountain Games

•

57% of the attendees had attended the GoPro Mountain Games in the past

•

Average number of days attended – 2.3

•

Favorite events – Dock Dogs and Slackline

•

“Word-of-mouth” and “Newspaper” were selected most when asked, “How did you hear about, and/or where did you see advertising for the GoPro Mountain Games?”

•

78% of the attendees staying in paid lodging stayed in Vail, CO

•

86% are “Very” or “Extremely Likely” to return in the future

•

73% of the first time visitors are “Very” or “Extremely Likely” to return in the future

•

Average nights stayed in paid lodging in Vail, CO – 3.3

•

Average group size of those lodging in Vail, CO –3.7

•

Average age of respondents *–38.9 | Average age of children under 18 –7.3

•

Estimated number of room nights generated by the GoPro Mountain Games –3,281

•

Estimated average nightly rate in Vail-$268

*only event attendees over the age of 18 are surveyed - average age of all attendees will skew 5-7 years younger

INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086

INDEX/RESOURCES WEBSITE: mountaingames.com VIDEOS: youtube.com/MountainGames PHOTOS: photos.mountaingames.com FACEBOOK: Mountain Games TWITTER: @mountaingames INSTAGRAM: @mountaingamesvail SNAPCHAT: gopromtngames JOIN OUR EMAIL LIST: http://eepurl.com/bUh-Rr

THANK YOU Our sincere thank you for your ongoing support.

We wish you all continued success and, in partnership with you, look forward to making the 2017 GoPro Mountain Games, June 8-11, even better!

Dave Dressman VP, Sales & Sponsorship

PHONE

EMAIL

619.764.0940

ddressman@vvf.org