2015 GoPro Mountain Games Recap[Icon]

s generated –
TOWN OF VAIL HIGHLIGHTS
38%
43%
114 +
DO NOT visit Vail other times during the Summer
DO NOT visit Vail during the Winter
Brand Partners
COMMUNITY IMPACT
2.1
3.1
240
62,207
Average days attended (spectators)
Avg. nights stayed in paid Vail lodging Credentialed Media
SPECTATORS
86%
90%
210
Came to Vail specifically for Mountain Games
“Very” /“Extremely Likely” to return
Volunteers
$4.87M
2,492
2,876
Unique Athletes
Athlete Starts
BY THE NUMBERS |
3,464
Room nights generated for
TOV
ECONOMIC
IMPACT
Est. revenue generated to the Town of
Vail
MARKETING SUMMARY
MEDIUM
IMPRESSIONS
MEDIA VALUE
Website
291,595
N/A
120,679,209
$615,289
66,820
N/A
13,046,013
$601,522
TV Advertising
713,333
$18,977
Digital & Email
3,534,971
$53,361
Radio
1,115,984
$67,250
TV Show(s)
900,000 +
$526,000
279,612,114
$903,099
Social
Contest/Sweep
s
Print
Public
Relations
MARKETING | AT A
MARKETING TOTALS
419,960,039
MKTG IMPRESSIONS
$2,785,498
TTL. MEDIA VALUE
TELEVISION BROADCAST
TOTALS
TELEVISION AT A GLANCE
BEST OF THE GOPRO MOUNTAIN GAMES
Airdate: July 11, 2015
Network: NBC Sports Network
Rating: .06
Approximate viewers: 75,000 – 100,000
Media Value $126,000
World of Adventure
Airdate: August 1, 2015
Network: NBC
Rating: .7
Approximate viewers: 800,000+
Media Value $400,000
Universal Sports & Outside TV Re-Airings:
Both of the above shows are re-broadcast on Universal Sports
Network nationally no less than three times to 40MM+ potential U.S.
households and on Outside TV no less than 3x to 161 resort markets
reaching a potential 61 million viewers
TELEVISION
197M
POTENTIAL US HH
REACH
900,000 +
ESTIMATED VIEWERS
$526,000
TTL. MEDIA VALUE
TRADITIONAL MARKETING HIGHLIGHTS
MAGAZINE
Outside Magazine
Red Bulletin
Canoe & Kayak
Bike Magazine
SUP The Mag
Trail Runner
Rock & Ice
Elevation Outdoors
Competitor Magazine
5280 Magazine
MISC/NEWSPAPER
Vail Daily
Daily Weekly
Boulder Daily Camera
Longmont Daily Times Call
Colorado Daily
Denver Post
Westword Racks
Official Event Posters
Official Event Programs
MARKETING |MIX &
DIGITAL
RADIO
Vail Daily
Rock & Ice
Trail Runner
Triathalete.com
Competitor.com
RoadBikeReview.com
MountainBuzz.com
CDOT Mobile & CoTrip.org
Denver Post
Boulder Daily Camera
Backpacker Magazine
Google PPC, Display & Retargeting
Climbing Magazine
SKI Magazine
SKIING Magazine
Elevation Outdoors
Blue Ridge Outdoors
Facebook Ads
Twitter Ads
SUP Connect
KTCL 93.3 Denver
KBCO 97.7 Denver
KZYR 97.7 The Zephyr
Always Mtn Time – KSKI
Always Mtn Time – Lift FM
TV
TV8 Vail
Outside TV
COMCAST SPOTLIGHT:
Animal Plant
Discovery
ESPN
ESPN2
NBCS
CNBC
CNN
Travel
VH1
HGTV
NGC
PUBLIC RELATIONS
262
240
Placements
On-Site Members of the Media
TOP TIER MEDIA IN ATTENDANCE
New York Times
USA Today
Sports Illustrated
Esquire/Boundless
Discovery Channel
Canada
Shape Magazine
Gear Patrol
Bike Magazine
Rock & Ice Magazine
GQ
COVERAGE HIGHLIGHTS
PUBLIC RELATIONS
PUBLIC RELATIONS TOTALS
279,612,114
IMPRESSIONS
ESPN W
Men’s Fitness
Outside Magazine
Surfer Magazine
$903,099
PUBLICITY VALUE
#VAIL & #VAILSUMMER – Highly used at GoPro Mountain Games. Amongst top hash tags
VAIL SOCIAL MEDIA HIGHLIGHTS
July 1, 2014 – June 30, 2015
SOCIAL MEDIA TOTALS
120,679,209
IMPRESSIONS
810,485
TTL ENGAGEMENTS
MARKETING | SOCIAL
114+ BRAND PARTNERS
GOLD/PLATINUM PARTNERS
OFFICIAL PARTNERS
Black Box Wines
Gallegos
FITS Socks
TRANGO
Starbucks
Blue Buffalo
GoalZero
USA Climbing
Ruffwear
Svedka Vodka
Colorado Mountain Express
Redington
Faber Audio Visuals
Zip Adventures
Trigger Point
Camp Chef
Klean Kanteen
Trek
Jaybird
U.S. Forest Service
Costa
Go RVing
Osprey
1st Bank
DockDogs
Dublin Dog
GU
IFSC
Red Bulletin
Denver Post
93.3 KTCL Denver
SUP The Mag
Boulder Daily Camera
97.3 KBCO Denver
Canoe & Kayak Bike Magazine
ResortApp
TV8 Vail
MEDIA PARTNERS
Rock & Ice
Elevation Outdoors
SUP Connect
2015 BRAND
Trail Runner
5280 Magazine
97.7 The Zephyr
RESEARCH HIGHLIGHTS
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SURVEY CONDUCTED BY INTERCEPT INSIGHTS LLC
Total completed surveys –354
Sample size provides statistical validity with an error rate of 5.2% at a 95% confidence interval
Estimated attendance –62,079 (+/-20% error level should be considered)
Estimated revenue generated to the Town of Vail -$4.8M (+/-20% error level should be considered)
Net Promoter Score –83
Overall Satisfaction –4.8 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied)
86% of the attendees came to Vail, CO specifically for the Summer Mountain Games
62% of the attendees had attended the Summer Mountain Games in the past
Average number of days attended –2.1
Favorite events –Dock Dogs and Kayaking Events
One Change –Parking, and Additional F&B vendors
“Word-of-mouth” and “Newspaper” were selected most when asked, “How did you hear about, and/or where did you see advertising
for the Summer Mountain Games?”
79% of the attendees staying in paid lodging stayed in Vail, CO
90% are “Very” or “Extremely Likely” to return in the future
77% of the first time visitors are “Very” or “Extremely Likely” to return in the future
Average nights stayed in paid lodging in Vail, CO –3.1
Average group size of those lodging in Vail, CO –3.4
Average age of respondents –38 | Average age of children under 18 –9.2
Estimated number of room nights generated by the GoPro Mountain Games –3,464
Estimated average nightly rate in Vail-$304
RESEARCH
DEMOGRAPHICS & PSYCHOGRAPHICS
84%
74%
COMPARISION
SPECTATORS
ATHLETES
67%
Male/Female
54% / 46%
70% / 30%
Watch five hours or less of TV/
week
Average Age
38
32
Average Nights Stayed
3.1 (paid lodging in Vail)
6.1 (“all accommodations)
2.6
Traveled more than 50
Miles
54%
68%
HHI
78% less than $100K
22% more than $100K
85% less than $100K
15% more than $100K
“Outdoor Enthusiasts”
45%
Own A Dog
ATHLETES VS. SPECTATORS
“Sport Enthusiasts”
39%
Married With Children
60%
Own vs. Rent their home
FAV SUMMER
ACTIVITIES |
TOP 5 STATES OF ORIGIN
1.) Hiking
2.) Kayak/Boating/Rafting
3.) Camping
4.) Mountain Biking
5.) Traveling
1.) Colorado
2.) Texas
3.) Minnesota
4.) California
5.) Illinois
DEMOGRAPHICS &
PSYCHOGRAPHICS
DEMOGRAPHICS & PSYCHOGRAPHICS
84%
74%
“Outdoor Enthusiasts”
45%
Own A Dog
“Sport Enthusiasts”
67%
Watch five hours or less of TV/
week
39%
Married With Children
60%
Own vs. Rent their home
FAV SUMMER
ACTIVITIES |
TOP 5 STATES OF ORIGIN
1.) Hiking
2.) Kayak/Boating/Rafting
3.) Camping
4.) Mountain Biking
5.) Traveling
1.) Colorado
2.) Texas
3.) Minnesota
4.) California
5.) Illinois
DEMOGRAPHICS &
PSYCHOGRAPHICS
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