2012 Audi Birds of Prey Stakeholders Report

2012 Stakeholders Report Vail Valley Foundation/ Audi Birds of Prey World Cup

Executive Summary Thank you for your most generous support of the 2012 Audi FIS Birds of Prey World Cup Race Week at Beaver Creek. Your invaluable contributions once again enabled us to produce a tremendous trio of world class competitions that truly showcased not only our community, but our sport as well.

These events annually serve as a wonderful international showcase for all of our valued sponsor partners and their stellar brands.

Events such as the 2012 Audi FIS Birds of Prey would not exist without the dedication and commitment of our valued sponsors and we are most fortunate to have many wonderful relationships with our partners that help us to continually raise the bar.

We are also blessed to work in conjunction with the consummate race professionals and staff of our partners from Beaver Creek Resort and Vail Resorts.

Despite extremely challenging snowmaking conditions this Fall, they were able to produce an exceptional race product that is unrivaled on the World Cup circuit.

We were pleased to welcome some new partners to this year’s event and we are thrilled with the feedback we have received from them to date. It is gratifying to see and hear this sort of positive reaction from sponsors that are experiencing the Audi FIS Birds of Prey Race Week animation for the first time.

On the race course, the athletes thrilled the large crowds that gathered each day with incredible performances. The highlights most certainly included an incredibly challenging Super-G course and competition, as well as Ted Ligety’s dominant Giant Slalom victory.

From the broadcast side, NBC continued our prime network television slot on Sunday with the Downhill show, while the NBC Sports Network also aired shows for the Downhill, Super-G and Giant Slalom, including going live with the second run of GS. Additional on-site television included international broadcasters from six nations, including crews from Eurosport, Austria, Norway, Switzerland and Italy.

Both on and off the racecourse, the 2012 Audi FIS Birds of Prey was hailed as an unqualified success, as well as an important next step on the road to the 2015 FIS Alpine World Ski Championships. As a valued sponsor of this event, you play an integral role in our team and share in these tremendous accomplishments.

We extend a sincere thank you for your continued support of the Vail Valley Foundation and we eagerly anticipate having the chance to work with you again in 2013 on the road to the 2015 FIS Alpine World Ski Championships.

Michael Imhof, Vice President, Operations & Sales Vail Valley Foundation

2012 AT A GLANCE

SPONSOR SPOTLIGHT

2013 PARTNERS

2012 BOP BY THE NUMBERS Community Economic Impact: $2.6 million (+/- 20%) Value of Word Of Mouth Advertising Economic Impact: $449,400 TOTAL EVENT ECONOMIC IMPACT: $3,049400 SPECTATORS: 16,035 TOTAL MARKETING IMPRESSIONS: 372,500,271

2012 Creative

2012 MARKETING SUMMARY MEDIA IMPRESSIONS AND MEDIA VALUE

M arketing Outlet: Domestic Television

* 2011 figures

I m pressions: Downhill/NBC Downhill/NBC Sports Super-G/NBC Sports Giant Slalom/NBC Sports TOTAL =

International Television

* 2011 figures

M edia Value: 963,480 256,872 224,763 235,466 1,680,581

Downhill Super-G Giant Slalom #1 Giant Slalom #2 Super-G (Ladies) Slalom

30.2 Million 23 Million 54.8 Million 40.6 Million 31.9 Million 45.2 Million

TOTAL =

$20,000,000

225,700,000

Print Advertising

3,046,000

$28,259

Public Relations

138,403,375

$1,660,840.5

3,401,697

$18,938

168,618

$1,898

Radio Advertising

50,000

$11,300

TV Advertising

50,000

$3,000

TOTALS:

372,500,271

$21,724,235

Website & Social Media Online Videos

TELEVISION SUMMARY US TELEVISION (2011) Audi Birds of Prey Downhill, NBC, 963,480 Viewers Audi Birds of Prey Super G, Versus, 256,872 Viewers Audi Birds of Prey Super G, Versus, 224,763 Viewers Audi Birds of Prey Giant Slalom, Versus, 235,466 Viewers

INTERNATIONAL TELEVISION (2011) Audi Birds of Prey Downhill, 30.2 Million Viewers Audi Birds of Prey Super-G, 23 Million Viewers Audi Birds of Prey Giant Slalom, #1 54.8 Million Viewers Audi Birds of Prey Giant Slalom, #2 40.6 Million Viewers Audi Birds of Prey Super-G (Ladies), 31.9 Million Viewers Audi Birds of Prey Slalom, 45.2 Million Viewers

VIEWERS (2011) = 227,380,581 MEDIA VALUE (2011) = $20,000,000

DIGITAL & TV ADVERTISING DIGITAL IMPRESSIONS AND MEDIA VALUE Outlet:

I m pressions:

M edia Value:

4,752,188

$5,845

Denver Post: iPad App

36,723

$972.24

Denver Post: iPad Interstitial

34,755

$1,390

Denver Post: AdTaxi Tablet

60,000

$1,680

Denver Post: AdTaxi PPC

477,473

$7,687

Yahoo! PPC

71,540

$1,430

1,453,835

$560

2,864

$3,184

6,889,378

$22,928

Denver Post: Snow Report, Facebook & Twitter Widget

Facebook Ads, Promoted Posts/Stories Birds of Prey Digital Program

TOTALS:

TV IMPRESSIONS AND MEDIA VALUE Outlet:

I m pr/ Circulation:

M edia Value:

TV8 Vail Event Promos/Interviews

25,000

$1,500

TV8 Vail Event Coverage

25,000

$1,500

50,000

$3,000

Totals:

PRINT & RADIO ADVERTISING PRINT MEDIA IMPRESSIONS AND MEDIA VALUE Outlet:

I m pr/ Circulation:

M edia Value:

2.6 million

$9,304

Vail Daily: Schedule Ad (x11)

407,000

$16,335

Daily Weekly: Schedule Ad (x2)

30,000

$370

SRD Catalog: Schedule Ad (x1)

Unknown

No Value Assigned

WC Ski Guide: Schedule Ad (x1)

Unknown

No Value Assigned

Event Posters

1,000

$250

Mini Schedules

8,000

$2,000

3,046,000

$28,259

Denver Post: Schedule Ad (x2)

Totals:

RADIO IMPRESSIONS AND MEDIA VALUE Outlet:

I m pr/ Circulation:

M edia Value:

KZYR Liners (:30) – 200 ttl

10,000

$3,000

KZYR Art Contest

10,000

$1,500

KZYR Spectators Guides (:90) – 30 ttl

10,000

$1,800

KZYR Fantasy Downhill

10,000

$2,000

KZYR Live Race Coverage

10,000

$3,000

50,000

$11,300

Totals:

PUBLIC RELATIONS Coverage Highlights Include: 182 accredited members of the national and international media representing approximately 100 different media outlets including: Associated Press, The Denver Post, The New York Times, Outside Magazine, Ski Magazine, Reuters, CBS, NBC, ABC, Agence France Presse, Alpine Canada, Austria Presse Agentur, Blick Sport, Eurosport, Getty Images, New York Daily News, Ski Racing Magazine, Universal Sports and many others.

IMPRESSIONS = 138,403,375 MEDIA VALUE = $1,660,840.50 * Impressions & PR Value calculated by Cision

WEB & SOCIAL SUMMARY Facebook:

2,676,498 Impressions 4,242 new “likes”

Twitter:

615,330 Impressions

315 new “followers” 1,000+ tweets using #BCWorldCup official hashtag

Instagram:

16,200 Impressions

300+ pictures posted using #BCWorldCup official hashtag

BCWorldCup.com: 93,669 page views

Total Web & Social Impressions = 3,401,697

BCWorldCup.com

MEDIA VALUE = $2,340

Facebook

MEDIA VALUE = $13,381

Twitter

MEDIA VALUE = $3,077

Instagram

MEDIA VALUE = $140.94

Total Web & Social Media Value = $18,938

ONLINE VIDEO SUMMARY BCWorldCup.com New Video Views: 2011 Views = 576 2010 Views = 10,169 2009 Views = 1,775 2008 Views = 5,354 2007 Views = 6,372 2006 Views = 415 2005 Views = 607 2004 Views = 537 2003 Views = 942

Total NEW Website Video Views = 26,747 Birds of Prey YouTube Videos: 2012 Views = 65,826 2011 Views = 1,386 2010 Views = 15,904 2009 Views = 9,933 2008 Views = 6,669 2007 Views = 11,581

Total NEW YouTube Video Views = 111,299 uStream Live Behind The Scenes Broadcasts: 48,572 video views

Total Online Video Views = 186,618

BCWorldCup.com MEDIA VALUE = $320

YouTube

MEDIA VALUE = $1,336

uStream

MEDIA VALUE = $242

Total Online Video Media Value = $1,898

RESEARCH HIGHLIGHTS

• Estimated attendance: 16,035

• Sample size: 178 In-person Intercepts • 91% of the respondents came to Beaver Creek specifically for the BOP • 68% were returning guests to the BOP • Intent to Return – 94% rated “Very” or Extremely Likely” • Net Promoter Score – 78 • Overall Satisfaction – 4.7 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied) • One Change – Venue Access, Snow conditions, and Additional seating/bleachers • “Word-of-mouth” (70%) was selected most, and “Newspaper” second (15%) when asked “How did you hear about, and/or where did you see advertising for the BOP this year?”

• Estimated revenue generation - $2.6M(+/- 20%) • 43% were locals, 48% were overnight visitors (visiting BC specifically for BOP) • Average nights stayed in paid lodging in Beaver Creek – 3.2; Estimated number of room nights generated by the BOP – 1,327; Estimated average nightly rate in Beaver Creek - $438 • Average group size – 4.5 • 42% of event attendees ages 25-44

Thank you for helping make the 2012 Audi Birds of Prey World Cup Race Week a success.

We look forward to seeing you for men’s and women’s racing in 2013!