Xfinity Birds of Prey | 2023 Stakeholders

2023 STAKEHOLDERS REPORT

DEAR FRIENDS, The 2023 Xfinity Birds of Prey Audi FIS Ski World Cup at Beaver Creek was a year unlike any other. For the first time in our community’s international ski racing history, which dates back to the early 1960s, severe weather led to a cancellation of all three of our scheduled races.

It is a testament to the quality of our event’s surrounding festivities that we can still look upon this year’s event as a success. Thousands of people came to our race venue & Beaver Creek Village for concerts, athlete signings, sponsor activations, and more. As you’ll see in this document, many of our sponsors/stakeholders reported a very successful event that included a high volume of quality interactions with fans.

On behalf of Vail Valley Foundation's Board of Directors and our staff, our 596 volunteers, our wonderful sponsors, and our dedicated partners including Vail Resorts, Beaver Creek Resort Company, Beaver Creek Restort, U.S. Ski and Snowboard, the International Ski and Snowboard Federation (FIS), the U.S. Forest Service, Ski & Snowboard Club Vail, and all of you, who worked tirelessly to create this exceptional event, we thank you for your contributions and partnership.

Learn more about our unique nonprofit organization, the Vail Valley Foundation, at vvf.org, and please don’t hesitate to contact us to learn more about Xfinity Birds of Prey or any of our other events, venues, or programs.

Sincerely Mike Imhof, VVF President

THANK YOU

2023 VOLUNTEERS 326

TALON CREW

271

EVENT VOLUNTEERS

218

SKI & SNOWBOARD CLUB VAIL (and visiting ski clubs)

EVENT OVERVIEW

2,339

ROOM NIGHTS BOOKED

92/100

OVERALL SATISFACTION

6,989

*

TOTAL ATTENDANCE

*Friday, Saturday, & Sunday races were cancelled. *Does not include Beaver Creek skier visits that day. *6.5% margin of error.

$2M

ECONOMIC IMPACT

EVENT HIGHLIGHTS WEATHER WINS

FESTIVAL WEEKEND

Mother Nature brought insurmountable challenges to the Birds of Prey course and for the first time in the long history of ski racing in Vail/Beaver Creek, despite Herculean efforts by the event and course crews, all three races were cancelled.

Beaver Creek Village was alive with festival-goers in Birds of Prey Way, enjoying live music, the Pumphouse Bar, athlete signings, and more. With or without races, the party in the Village and festival atmosphere continued strong throughout the weekend.

VIP PARTY Thousands of ski racing fans were quick to overcome their dismay at the cancellation of the races. It didn’t take long for the VIP tent to … literally? … start rocking on Friday and Saturday.

PUBLIC BIB DRAW This year, we hosted a public bib draw with the top racers! Racers selected a chef and in true Beaver Creek style, they were presented with a giant cookie which showed their bib number in icing. Yes, the cookies were edible!

EVENT DEMOGRAPHICS Gender:

Female: 34% Male: 64% Null: 2%

Colorado | Texas | Illinois | Michigan

Female: 34% Male: 64% Null: 2%

Education:

Bachelors degree or higher: 72%

Income Categories: Earning 100K+: 52%

Location:

Top States of Origin:

Local: 44% Overnight Visitors: 56%

72% 52% Local: 44% Visiting: 56%

Top Categories:

Sports Enthusiasts | Outdoor Enthusiasts | Traveler

Age:

Average adult age: 50.3*

* Minors under the age of 18 are not surveyed which skews the overall average age.

SURVEY HIGHLIGHTS 92/100 SATISFACTION RATE 79 NET PROMOTER SCORE 67% REPEAT ATTENDEES 93% CAME TO BEAVER CREEK FOR THE EVENT 90% VERY/EXTREMELY LIKELY TO RETURN 4.3 AVERAGE NIGHTS IN LODGING 4.06B+ TOTAL MARKETING IMPRESSIONS TOP REFERRALS: WORD OF MOUTH, NEWSPAPER, INSTAGRAM

FESTIVAL WEEKEND LIVE MUSIC • BEERS OF PREY • PUBLIC BIB DRAW ATHLETE SIGNINGS & MORE!

“

Canceling all three races this year was heartbreaking for our Birds of Prey team and Beaver Creek community. But, in witnessing the tremendous effort poured into the event, both on and off-hill, and the outpouring of support from our community and our Birds of Prey attendees and partners, it is hard to walk away from the week with anything but gratitude. We may not have raced, but it was still an incredible Festival weekend.

Sarah Franke, Event Director

DEC 1 DOWNHILL | DEC 2 DOWNH

BIRDS OF PREY WAY | LIVE MUSIC | BEERS OF

HILL | DEC 3 SUPER G PREY | BCWORLDCUP.COM

SPONSOR ACTIVATIONS

SEE ALL SPONSOR PHOTOS

MARKETING & PR SUMMARY

4.06 B+

TOTAL IMPRESSIONS

$7.7 M+

PAID MEDIA VALUE

Public Relations 4.06 B+ Total Reach

Print

807 K+

Impressions

1,209

Placements

Social

3.5%

Publicity Value

Impressions

Followers

$7.6 M+ 20

1.33 M+

Placements

Radio

Media Value

Reach

$16.2 K+

48 K+

Engagement

75.5 K+ 1.9 K+

Media Value

120

Airings

Digital

23

Email

40.26%

Impressions

$10 K+

8.8 K+

1.79%

763.5 K+

Placements Media Value

Subscribers

Average Open

Average CTR

PARTNER EMAIL MARKETING 408.8 K+

56.6%

3.55%

$10.2 K+

Recipients

Average Clicks

Average Open Rate Media Value

PARTNER SOCIAL 165

1.5 M+

1.03 M+

603 K+

Posts

Impressions

See top posts of 2023

Followers

Engagement

$20.6 K+ Media Value

@daronrahlves

@akilde

@riverradamus

BCWORLDCUP.COM 75 K+

49.9 K+

44.8 K+

167 K+

Sessions

New Users

Users

Page Views

TOP CONTENT:

Birds of Prey | North America’s Downhill Schedule of Events | Birds of Prey World Cup Races | Birds of Prey

DEC 1 DOWNHILL | DEC 2 DOWNHILL | DEC 3 SUPER G THANK YOU!

BIRDS OF PREY WAY | LIVE MUSIC | BEERS OF PREY | BCWORLDCUP.COM