2019 Xfinity Birds of Prey Stakeholders Report

DEAR FRIENDS, The legacy of the Xfinity Birds of Prey began in 1997, and since then, our North American Downhill has garnered a reputation as one of the great ski races on the Audi FIS Ski World Cup circuit.

Within this report you’ll find that the global spotlight continues to shine on Beaver Creek each year during our race weekend and beyond, as 32 nations with an estimated 106 million television viewers recount the action of our Xfinity Birds of Prey Audi FIS Ski World Cup, bringing together the ski community both on-site and from afar.

On behalf of our Board of Directors and staff of the Vail Valley Foundation, our incredible volunteers, our dedicated partners and sponsors including Vail Resorts, Beaver Creek Resort Company, U.S. Ski & Snowboard, the International Ski Federation, the U.S. Forest Service, Ski and Snowboard Club Vail, Xfinity, and everyone who participates in this global event, thank you for your support and partnership.

Sincerely,

MIKE IMHOF President of the Vail Valley Foundation

2020 EVENT HIGHLIGHTS USA GIANT SLALOM WIN Xfinity Birds of Prey came to a storybook close with a first time, World Cup win by Tommy Ford of the U.S. Ski Team on home snow.

FIRST EVER SILENT DISCO Presented by TIAA Bank

This new Birds of Prey Way addition was a hit on Friday energizing the Beaver Creek Village core and continuing festivities into the early evening.

THE LEGACY OF PEPI GRAMSHAMMER This year’s Downhill race was dedicated to celebrating the life and legacy of ski racing and Vail Valley Legend, Pepi Gramshammer.

BEERS OF PREY POPULARITY After 4 years of gaining in awareness and popularity, the Beers of Prey tasting event during Birds of Prey Weekend sold out. 2019’s event featured over 14 breweries and generated 60% more revenue than in previous years.

EVENT AT-A-GLANCE 1 6 , 1 7 6 E V E N T AT T E N D E E S *

41% of attendees traveled from out-of-state

87 NET PROMOTER SCORE

92% of attendees are ‘Very’ or ‘Extremely Likely’ to return in the future

4 . 3 AV E R A G E N I G H T S S TAY E D Estimated average nightly rate at $239

$ 2 . 8 5 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. 75%.

WORLD CUP SKI RACING The 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 14 breweries.

WORLDWIDE REACH

BLOODIES & BLUEGRASS

World Cup Broadcasts reach audiences across the world. In 2019 Birds of Prey international television views reached over an estimated 106 million in 32 countries.

Kickoff Birds of Prey Downhill and Giant Slalom with free Bloody Marys and Bluegrass Music in Beaver Creek Village.

BIRDS OF PREY WAY The official vendor village of Xfinity Birds of Prey Audi FIS Ski World Cup weekend including sponsor activation and daily giveaways.

BEST IN CLASS DOWNHILL COURSE Beaver Creek Mountain is home to the formidable Birds of Prey racecourse, featuring a vertical drop of 757 meters and containing an average gradient of 27% (maxing out at 45%).

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 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.

SILENT DISCO

LIVE MUSIC

BIRDS EYE VIEWING DECK

A new and exciting addition to the Birds of Prey weekend festivities, the Silent Disco presented by TIAA Bank brings friends and families together to celebrate World Cup Weekend in Beaver Creek.

Free live music all weekend long in the heart of Beaver Creek Village by local and regional favorites.

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 : O u t d o o r E n t h u s i a s t , S p o r t s E n t h u s i a s t , Tr a v e l e r

DEMOGRAPHICS Male vs. Female Average Adult Age

54% / 46% 48.7

Education

85% have 4 year degree or higher

Mean HHI

68% earn more than $100K

TOP STATES OF ORIGIN 59% COLORADO / 41% OUT OF STATE

1. Colorado 2. New York 3. Minnesota 4. Texas 5. Utah

RESEARCH HIGHLIGHTS 87 NET PROMOTER SCORE

4 . 3 AV G . # O F N I G H T S S TAY E D

4 . 9 S AT I S FA C T I O N R AT E ( O U T O F 5 )

2 , 9 7 0 R O O M N I G H T S G E N E R AT E D

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

242.5 MILLION MARKETING IMPRESSIONS

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

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

9 2 % V E RY / E X T R E M E LY L I K E LY T O RETURN 8 5 % 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

2019 PARTNERS

2019

SPONSOR ACTIVATIONS CLICK HERE for more photos

2020

SPONSOR OPPORTUNITIES CLICK HERE for more info

MARKETING & PR SUMMARY 4 7 3 , 9 0 4 , 9 8 7 TO TA L I M P R E S S I O N S $ 5 8 9 . 8 K M E D I A VA L U E

PUBLIC RELATIONS 3 2 4 . 6 M TO TA L R E A C H $ 4 2 5 . 3 K P U B L I C I T Y VA L U E 578 PLACEMENTS 1 3 5 M E D I A I N AT T E N D A N C E TOP-TIER MEDIA COVERAGE:

PRINT 3,121,500 IMPRESSIONS $ 111 , 4 8 1 M E D I A VA L U E 2 3 TO TA L A D P L A C E M E N T S

DIGITAL 1,064,578 IMPRESSIONS $ 9 , 0 6 4 M E D I A VA L U E

EMAIL 637,281 IMPRESSIONS $ 1 8 , 0 0 0 M E D I A VA L U E 10,003 EMAIL SUBSCRIBERS 1 8 . 8 % O P E N R AT E 2 . 1 % C L I C K - T H R O U G H - R AT E

SOCIAL MEDIA 66,444 FOLLOWERS 774,456 ORGANIC IMPRESSIONS 54,483 ENGAGEMENTS T O P P O S T: I T ’ S A W R A P !

5,846 FOLLOWERS 30,633 ORGANIC IMPRESSIONS 309 ENGAGEMENTS 8,673 FOLLOWERS 247,512 ORGANIC IMPRESSIONS 3,890 ENGAGEMENTS TOP POSTS: TOMMY FORD WINS

PA R T N E R P O S T S : 2,358,542 IMPRESSIONS | 209,043 ENGAGEMENTS PA I D P O S T S : 158,562 IMPRESSIONS | 26,205 ENGAGEMENTS

VIDEO 5 8 , 4 7 1 TO TA L V I D E O V I E W S 2 6 V I D E O S P O S T E D A C R O S S M U LT I P L E P L AT F O R M S CLICK HERE TO VIEW OUR 2019 WRAP UP VIDEO

TELEVISION 1 0 6 M TO TA L W O R L D W I D E V I E W S * 5 A I R I N G S O N N B C , N B C S N & O LY M P I C C H A N N E L

*2019 INTERNATIONAL BROADCAST VIEWS WILL BE AVAILABLE BY APRIL 2020

WEBSITE B C W O R L D C U P. C O M 55,245 IMPRESSIONS 38,556 USERS 18% NEW USERS 2 . 2 PA G E S / V I S I T 1 : 4 3 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 TA L O N C R E W

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

We wish you all continued success and, in partnership with you, look forward to making the 2020 Xfinity Birds of Prey, December 4-6, even better!

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

Xfinity Birds of Prey photos taken by: Rick Lohre & Agence Zoom