2021 GoPro Mountain Games Stakeholder Report

2021 STAKEHOLDERS REPORT

2021 EVENT HIGHTLIGHTS 56,891 ESTIMATED SPECTATORS 2,064 TOTAL ATHLETES

The country's largest celebration of adventure sports, art and music in Vail, Colorado June 10-13, 2021 ABOUT THE VAIL VALLEY FOUNDATION: The GoPro Mountain Games is owned and operated by the Vail Valley Foundation, a non-profit organization that seeks to enhance the quality of life in the Vail Valley through arts, athletics, and education.

ABOUT VAIL, CO: While Vail is most-known for its 5,289 skiable acres, this ski town turns into an outdoor enthusiasts dream in the summer with 1,100 acres of open space and 350,000 surrounding acres of national forest. Creating a safe open-air venue to host multiple competitions, activations and concerts. Vail remains open with hotels, restaurants and merchants operating per public health guidelines, an exceptional healthcare system, and both the Town of Vail and Vail Resorts demonstrating that they can offer an exceptional mountain experience when safety protocols are in place and of the highest priority.

2,432 ATHLETE REGISTRATIONS 3 MOUNTAINS OF MUSIC CONCERTS W/ 7,400 ATTENDEES 60 BRAND SPONSORS $4M ECONOMIC IMPACT 70 NET PROMOTER SCORE 1.6M SOCIAL IMPRESSIONS *Not including influencer impressions.

THE MOUNTAIN GAMER MALE VS. FEMALE AVERAGE AGE EDUCATION MEAN HHI

ATHLETE

SPECTATOR

56/44

55/45

33

50*

76% 4 YEAR DEGREE OR HIGHER

TRAVELERS, OUTDOOR ENTHUSIASTS, SPORT ENTHUSIASTS, HEALTH & FITNESS FOCUSED

69% EARN MORE THAN $75K

40% MARRIED WITH FAMILY

69% IN-STATE | 31% OUT-OF-STATE TOP STATES OF ORIGIN: CO, TX, FL

21% ATTENDED WITH A DOG

*Refers to average adult age, children under 18 are not surveyed or accounted for in this average. 8.4% of our guests attended with children under the age of 18. Due to COVID-19 and vaccination rates at the time of the event, our audience shifted slightly older for the 2021 event. In a typical year, average adult spectator average age is in the lower 40s.

2021 RESEARCH HIGHLIGHTS 4 . 7 S AT I S FA C T I O N R AT E ( O U T O F 5 )

AV G . G R O U P S I Z E : 3 . 2

AV G . # O F DAYS AT T E N D E D : 2 . 2

AV G . # N I G H T S I N L O D G I N G : 3 . 8

7 0 % C A M E T O VA I L S P E C I F I C A L LY FOR THE EVENT

2 , 8 9 8 R O O M N I G H T S G E N E R AT E D

5 7 % H AV E AT T E N D E D I N T H E PA S T

13,363 BEERS, 1,263 GLASSES OF W I N E A N D 7 , 7 8 5 C O C K TA I L S S O L D

8 0 % V E RY / E X T R E M E LY L I K E LY T O RETURN

97.6 MILLION MARKETING IMPRESSIONS

FAV O R I T E E V E N T S : D O C K D O G S , K AYA K I N G , S L A C K L I N E

TO P R E F E R R A L S : WO R D - O F MOUTH, POSTER, SPONSORS, SOCIAL MEDIA

MARKETING & PR TOP EDITORIAL COVERAGE

97.6M IMPRESSIONS

Colorado Public Radio JamBase 9News

$1.2M MEDIA VALUE

Lonely Planet The Inside Line

76 PLACEMENTS TOP-TIER MEDIA IN ATTENDANCE

4.6M PRINT IMPRESSIONS

1.67M SOCIAL IMPRESSIONS

MARKETING & PR REACH PRINT 94.2M IMPRESSIONS $ 1 . 1 M M E D I A VAL U E 1 8 N AT I O N W I D E A D PLACEMENTS

DIGITAL 623K IMPRESSIONS 0.21% CTR

VIDEO 42.5K VIDEO VIEWS 18 UNIQUE VIDEOS

FACEBOOK

EMAIL

35.9K FOLLOWERS 409K IMPRESSIONS 19.8K ENGAGEMENTS

14.5K SUBSCRIBERS 2 0 . 1 1 % O P E N R AT E 2.8% CTR

INSTAGRAM 25.2K FOLLOWERS 665K IMPRESSIONS 13.4K ENGAGEMENTS

4 D A I LY L I V E S H O W S W I T H 105K VIEWS 1 6 6 U L T I M AT E M O U N T A I N MOMENT ENTRIES WITH 77K VIEWS 3 4 2 K T O TA L V I E W S

WEBSITE 466K SESSIONS 11 4K U S E R S 123K MAP VIEWS T O P C O N T E N T: S C H E D U L E , M U S I C , X C M O U N TA I N B I K E

PODCAST 1 SHE EXPLORES MINI-SERIES WITH 4 UNIQUE PODCASTS 120K IMPRESSIONS 18.7K DOWNLOADS

EVENT INFLUENCERS & CREATORS 10 INFLUENCERS/CONTENT CREATORS 1.59M FOLLOWERS 40+ IN-FEED POSTS 325+ INSTAGRAM STORIES 2.4M EST. IN-EVENT REACH

BROOKS LAICH @brookslaich Athlete + Content Creator 445K Followers

WILEY @hi.wiley Orijen Ambassador 209K Followers

CHRIS BENCHETLER @chrisbenchetler 191K Followers SKYE WALKER @skyewalker_art 16.8K Followers On-Site Event Artists

ARIELLE SHIPE @arielleship Yoga Instructor 180K Followers

SELEMA MASEKELA @selema Live Show Host 95K Followers

MAX RANTZ-MCDONALD @livetothemax Live Show Contributor 46K Followers

WADE HOLLAND @wadeholland Ultimate Mountain Moments Host 190K Followers

ARIEL TWETO @arieltweto Live Show Contributor 112K Followers

ABBY WREN @abbywrenartistry Makeup Artist 101K Followers

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THANK YOU! We look forward to connecting and, in partnership with you, making the 2022 GoPro Mountain Games, June 9-12, the best Mountain Games event to-date.

DAVE DRESSMAN

VP of Sales & Sponsorship 619.764.0940 ddressman@vvf.org

VIEW ALL 2021 EVENT PHOTOS & VIDEOS