2018 Birds of Prey Stakeholders Report

DEAR FRIENDS, Over the first weekend of December, an estimated 90 million viewers in a record 33 countries tuned in to watch the world’s best men’s skiers take on one of the most exciting ski racing courses in the world at the Xfinity Birds of Prey Audi FIS Ski World Cup. Snow was flying, and Beaver Creek looked almost as beautiful on television as it did in real life. However, television can never fully capture what happens behind the scenes, when the greater skiing community comes together in a thousand feats of teamwork to make these races the best in the world.

Thank you to everyone who played a part, large or small, in making the 2018 Xfinity Birds of Prey a success. Thank you to all our partners and sponsors, including the FIS, United States Ski and Snowboard, Vail Resorts, the Beaver Creek Resort Company, Beaver Creek ski resort, Xfinity, TIAA Bank, and so many more, who are paramount to the success of this event.

Sincerely,

MIKE IMHOF President of the Vail Valley Foundation

2018 EVENT HIGHLIGHTS VA I L L O C A L RACING This year’s BC World Cup featured the homecoming of River Radamus, a rising U.S. talent and Vail Valley local in his first full season on the World Cup circuit.

SKIER ACCESS Spectators had the ability to take advantage of great early winter season conditions and ski to the races via Red Tail.

NEW REACH IN L AT I N A M E R I C A Birds of Prey broadcasted through Claro Sports to: Mexico, Chile, El Salvador, Colombia, Perú, Ecuador, Panamá, Paraguay, Dominican Republic, Puerto Rico, Costa Rica, Guatemala and Honduras.

GROWTH OF KEY DEMOGRAPHICS With targeted marketing and operational efforts, BC World Cup saw a 10% increase in Family attendance and an 8% increase in Female attendees.

EVENT AT-A-GLANCE 1 3 , 4 0 6 E V E N T AT T E N D E E S *

23% of race attendees skied to the races

91 NET PROMOTER SCORE

89% of attendees are ‘Very’ or ‘Extremely Likely’ to return in the future

4 . 7 AV E R A G E N I G H T S S TAY E D Estimated average nightly rate at $419

$ 2 . 3 8 M E C O N O M I C I M PA C T

Estimated revenue generated from the event *Attendance does not reflect additional skier visits to Beaver Creek during event window, at which time resort lodging occupancy was estimated at approx. 70%.

WORLD CUP SKI RACING Birds of Prey racecourse challenges an international roster of top athletes for a weekend of racing featuring Men’s Alpine Super G, Downhill and Giant Slalom competitions.

BEERS OF PREY Beers of Prey brings craft breweries to Birds of Prey Way for a sampling of limited edition, seasonal, and fan favorite brews featuring over 15 breweries

WORLDWIDE REACH

80s SKI WELCOME PARTY

BC World Cup Broadcasts reaches audiences across the world. In 2017 Birds of Prey European television views reached over 123.8 million.

Kickoff Birds of Prey weekend with throwback jams, athlete appearances, giveaways and drink specials at the Pumphouse Bar.

BIRDS OF PREY WAY

VILLAGE FESTIVITIES

The official vendor expo of BC World Cup weekend including sponsor activation and daily giveaways.

Post-skiing festivities kickoff on Birds of Prey Way with live music, bar specials, cookie time and kicking back by the fire.

ATHLETE SIGNINGS

PRESS CONFERENCES

VIP EXPERIENCE

Following the stadium awards ceremony, podium athletes gather in the Talons Press Center to discuss the race and answer questions from members of the press.

Thursday through Sunday, the Race Venue’s heated VIP tent offers complimentary food and drinks. Tickets are available for purchase to sponsors and donors.

KIDS ZONE

AWARDS & PRESENTATIONS

BIRDS EYE VIEWING DECK

YouthPower365 Kids Zone presented by TIAA Bank at Red Tail Stadium provides kids ages 5-12 premium viewing of the Xfinity Birds of Prey races.

Both at the Race Venue and in Beaver Creek Village, Formal Awards and Bib Presentations round out a full World Cup experience.

Experience VIP elevated at the private Birds Eye Viewing Deck located on racers’ right with a perfect vantage point of the finish line and jumbotron.

Members of the U.S. Ski Team and other federations connect with supporters and inspire the future of ski racing at athlete signings.

T O P C AT E G O R I E S : S p o r t s E n t h u s i a s t , O u t d o o r E n t h u s i a s t , Tr a v e l e r

DEMOGRAPHICS Male vs. Female Average Adult Age

61% / 39% 46.5

Education

93% have 4 year degree or higher

Mean HHI

68% earn more than $100K

TOP STATES OF ORIGIN 73% COLORADO / 27% OUT OF STATE

1. Colorado 2. Texas 3. California 4. New York 5. Illinois

RESEARCH HIGHLIGHTS 91 NET PROMOTER SCORE

7 , 3 0 9 B I R D S O F P R E Y WAY AT T E N D E E S

4 . 8 S AT I S FA C T I O N R AT E ( O U T O F 5 )

AV G . # N I G H T S I N L O D G I N G : 4 . 7

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

2 , 2 0 8 R O O M N I G H T S G E N E R AT E D

6 9 % H AV E AT T E N D E D I N T H E PA S T

182.4 MILLION MARKETING IMPRESSIONS

8 9 % V E RY / E X T R E M E LY L I K E LY T O RETURN

TOP REFERRALS: WORD-OFM O U T H , N E W S PA P E R , W E B S I T E

8 6 % C A M E T O B E AV E R C R E E K S P E C I F I C A L LY F O R T H E E V E N T

“What's awesome about this hill is it has a bit of everything — flats, steeps, rolls — every kind of feature. Everyone has fun skiing this hill, whether they're first or 60th.”

TED LIGETY U.S. Ski Team

“The energy was amazing and the races were awesome.”

RIVER RADAMUS U.S. Ski Team

“This is a special place. This was my first podium on downhill so I have to like this place for sure. Maybe after my career I’ll come back and enjoy some holidays.”

MAURO CAVIEZEL Swiss Ski Team

2018 PARTNERS

2018

SPONSOR ACTIVATIONS CLICK HERE for more photos

2019

SPONSOR OPPORTUNITIES CLICK HERE for more info

MARKETING & PR SUMMARY 1 8 2 , 4 4 8 , 9 7 4 TO TA L I M P R E S S I O N S $ 1 . 7 7 M I L L I O N M E D I A VA L U E

PUBLIC RELATIONS 8 5 . 8 M TO TA L R E A C H $ 1 . 7 M P U B L I C I T Y VA L U E 1,316 PLACEMENTS 1 2 6 M E D I A I N AT T E N D A N C E TOP-TIER MEDIA COVERAGE:

PRINT 424,000 IMPRESSIONS $ 1 0 , 9 5 1 M E D I A VA L U E 2 9 TO TA L A D P L A C E M E N T S

DIGITAL 922,502 IMPRESSIONS $ 1 4 , 0 8 4 M E D I A VA L U E

EMAIL 212,219 IMPRESSIONS $ 8 , 5 8 0 M E D I A VA L U E 10,225 EMAIL SUBSCRIBERS 2 6 . 3 % O P E N R AT E 3 . 3 % C L I C K - T H R O U G H - R AT E

SOCIAL MEDIA 67,652 FOLLOWERS 864,683 ORGANIC IMPRESSIONS 11 , 9 4 4 E N G A G E M E N T S 8 , 0 11 F O L L O W E R S 11 8 , 4 6 6 O R G A N I C I M P R E S S I O N S 2,128 ENGAGEMENTS 8,673 FOLLOWERS 238,859 ORGANIC IMPRESSIONS 6,314 ENGAGEMENTS PA I D : 1 0 6 , 7 7 8 I M P R E S S I O N S | 9 , 4 7 4 E N G A G E M E N T S PA R T N E R S : 8 6 7 , 4 2 7 R E A C H | 5 2 , 4 1 6 E N G A G E M E N T S

TO P P O S T S O F 2 0 1 8

(BY REACH) 8 0 ’ s S K I W E L C O M E PA R T Y P R O M O – J O H N D E N V E R 1 9 8 0 V I D E O SUPER G PODIUM HISTORIC TIE G I A N T S L A L O M R A C E D AY P R O M O OCTOBER COURSE BUILD & SNOW PHOTOS

VIDEO 6 6 , 9 3 9 TO TA L V I D E O V I E W S 5 U N I Q U E V I D E O S C R E AT E D CLICK HERE TO VIEW ALL 2018 VIDEOS

TELEVISION 3 , 5 6 9 , 0 0 0 TO TA L D O M E S T I C V I E W S 5 AIRINGS ON NBC & NBCSN 9 0 , 0 0 0 , 0 0 0 E S T. I N T E R N AT I O N A L V I E W S * 1 3 L AT I N A M E R I C A N C O U N T R I E S I N C L U D E D I N BROADCAST

*2018 INTERNATIONAL BROADCAST VIEWS WILL BE AVAILABLE BY APRIL 2019

WEBSITE B C W O R L D C U P. C O M 49,866 IMPRESSIONS 34,813 USERS 18% NEW USERS 2 . 3 PA G E S / V I S I T 1 : 4 5 AV E R A G E D U R AT I O N TO P C O N T E N T: RACE INFO FULL SCHEDULE FESTIVITIES D O W N H I L L R A C E E V E N T PA G E

THANK YOU! Our sincere thank you for your ongoing support and a special thanks to our partners at Beaver Creek Resort Company, Vail Resorts, Xfinity, U.S. Ski & Snowboard and International Ski Federation (FIS) for graciously Hosting the Xfinity Birds of Prey.

We wish you all continued success and, in partnership with you, look forward to making the 2019 Xfinity Birds of Prey, December 5-8, even better!

DAVE DRESSMAN VP of Sales & Sponsorship 619.764.0940 ddressman@vvf.org

Xfinity Birds of Prey photos taken by: Tom Cohen & Agence Zoom