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2013 STAKEHOLDERS REPORT
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Photo © Kevin Krill
Dear Friends, We are sincerely grateful for your business and partnership. The success of the Beaver Creek World Cup Race Weeks is directly attributable to the top tier outdoor lifestyle brands that choose this event as one of the platforms by which to showcase your products and services and grow your brand. We remain very proud of this event and sincerely hope it has helped you to exceed your own brand goals and objectives. 2013 was a year of many changes and we thank all of you for helping to make it a fantastic test event for the 2015 Audi FIS Alpine World Ski Championships in Vail & Beaver Creek. Please enjoy this detailed stakeholder report and do not hesitate to contact us should you have questions or need additional information. Warm Regards, Mike Imhof, VP Sales & Operations Vail Valley Foundation
$2,891,845 Community Economic Impact
$819,962 Value of Word of Mouth Advertising
$3,711,807 Total Economic Impact
22,070 Estimated Spectators
454,873,032 Total Marketing & PR Impressions
MESSAGE TO OUR PARTNERS
QUICK FACTS
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SPONSOR SPOTLIGHT
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2013 CREATIVE
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2013 MARKETING SUMMARY
MEDIA IMPRESSIONS AND MEDIA VALUE
Marketing Outlet: Viewers/Impressions: Media Value:
Domestic Television
5,784,380
$17,172,602
International Television
350,990,000
Print Advertising 3,657,000 $53,084
Public Relations 74,387,564 $3,538,604
Website & Social 9,925,631 $54,548
Email 704,161 $12,643
Online Videos 322,951 $3,863
Radio Advertising 243,950 $25,228
TV Advertising 607,062 $11,624
Digital Advertising 8,250,333 $27,178
454,873,032 Total Marketing & PR Impressions $20,899,374 Total Media Value
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TELEVISION SUMMARY DOMESTIC TELEVISION
Broadcast Network Rating TTL Cumulative Viewers
Men’s Super G NBCSN .5 1,197,000
Men’s Super G NBC .52 1,244,880
Men’s Downhill NBC .62 1,484,280
Men’s GS NBCSN .03 350,000
Ladies’ DH NBC .5 1,197,000
Ladies’ SG NBCSN .08 191,520
Ladies’ GS NBCSN .05 119,700
TOTALS: 5,784,380
INTERNATIONAL TELEVISION
Ladies’ DH Varies By Country Varies By Country 43.14M
Ladies’ SG Varies By Country Varies By Country 37.94M
Ladies’ GS Varies By Country Varies By Country 75.48M
Men’s DH Varies By Country Varies By Country 55.46M
Men’s SG Varies By Country Varies By Country 72.40M
Men’s GS Varies By Country Varies By Country 66.57M
TOTALS: 350.99 Million
$17,172,602 Estimated Broadcast Media Value 356,774,380 Total Marketing Impressions
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TV SUMMARY: LADIES’ DH
1,197,000 Ladies’ DH US Television Viewers 43.14M Ladies’ DH Intl. Television Viewers
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TV SUMMARY: LADIES’ SG
191,520 Ladies’ SG US Television Viewers 37.94M Ladies’ SG Intl. Television Viewers
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TV SUMMARY: LADIES’ GS
119,700 Ladies’ GS US Television Viewers 75.48M Ladies’ GS Intl. Television Viewers
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TV SUMMARY: MEN’S DH
1,197,000 Men’s DH US Television Viewers 55.46M Men’s GS Intl. Television Viewers
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TV SUMMARY: MEN’S SG
2,441,880 Men’s SG US Television Viewers 74.40M Men’s SG Intl. Television Viewers
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TV SUMMARY: MEN’S GS
350,000 Men’s GS US Television Viewers 66.57M Men’s GS Intl. Television Viewers
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DIGITAL ADVERTISING
DIGITAL IMPRESSIONS AND MEDIA VALUE
Outlet: Impressions: Media Value:
Denver Post: Targeting sports & Broncos
254,224 $4,327
Denver Post: Snow Report 5,319,396 $7,270
Denver Post: AdTaxi PPC 140,699 $1,970
Denver Post: AdTaxi Tablet 111,269 $1,892
Denver Post: AdTaxi Mobile 746,475 $1,137
Denver Post iPad App 47,334 $1,000
Denver Post iPhone App 18,745 $300
ClearChannel KBCO Denver 640,665 $3,843
Mile High Sports 20,000 $1,500
Yahoo! PPC 80,539 $1,369
Google PPC 209,163 $800
Facebook Ads, Promoted Posts/Stories
661,824 $1,768
$27,178 Digital Advertising Media Value 8,250,333 Digital Advertising Impressions 9,805 Clicks
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EMAIL & TV ADVERTISING
TV IMPRESSIONS AND MEDIA VALUE
Outlet: Impr/Circulation: Media Value:
TV8 Vail Event Promos/Interviews
25,000 $1,500
TV8 Vail Event Coverage 25,000 $1,500
Comcast 557,062 $8,264
Totals: 607,062 $11,624
Sender Impressions Media Value
Vail Valley Foundation (x3) 9,063 $500
OpenSnow (x5) 168,098 $4,330
ClearChannel KBCO 86,000 $2,313
OnTheSnow (x2) 350,000 $3000
Beaver Creek Mountain (x3) 91,000 $2,500
Totals: 704,161 $12,643
$24,267 Email & TV Media Value 1,311,223 Email & TV Impressions
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PRINT & RADIO ADVERTISING PRINT MEDIA IMPRESSIONS AND MEDIA VALUE
Outlet: Impr/Circulation: Media Value:
Slifer Smith & Frampton (x4) 88,000 $6,000
Vail Daily: Schedule Ad (x22) 814,000 $32,670
Daily Weekly: Schedule Ad (x6) 90,000 $1,110
SRD Catalog: Schedule Ad (x1) Unknown No Value Assigned
WC Ski Guide: Schedule Ad (x1) Unknown No Value Assigned
Event Posters 6,000 $500
Mini Schedules 8,000 $2,000
Denver Post (2) 2,600,000 $9,304
RADIO IMPRESSIONS AND MEDIA VALUE
Outlet: Impr/Circulation: Media Value:
ClearChannel KBCO Denver 189,750 $6,214
KZYR Liners (:60, :90, :15)) 20,000 $10,714
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 20,000 $6,000
Mile High Sports KCKK Denver 4,200 $800
$53,084 Print Media Value 3,657,000 Print Advertising Impressions $25,228 Radio Media Value 243,950 Radio Impressions
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PUBLIC RELATIONS SUMMARY
269 Accredited Media Members 122 Unique Media Outlets 242 Media Placements 78,387,564 Potential PR Impressions
$3,538,604 Earned PR Media Value * Impressions & media value calculated by Meltwater
PR HIGHLIGHTS
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WEB & SOCIAL SUMMARY
106,949 Website Page Views 9,925,631 Total Social Media Impressions
$54,548 Total Web & Social Media Value 91,862 Total Social Media Engagements
4,726,749 Facebook Impressions
4,875,931 Twitter Impressions
322,951 Video Views
$23,633 Facebook Media Value
$24,379 Twitter Media Value
$3,863 Video Media Value
83,164 Facebook Engagements
Likes/Comments/Shares
8,289 Twitter Engagements
RT/Favorite/Mentions/#
409 Video Engagements
Likes/Comments
7,874 New Page Likes
662 w/Official Hash tag
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ONLINE VIDEOS & TV ADVERTISING
YouTube Video Views
2013 63,147
2012 21,930
2011 37,400
2010 30,408
2009 25,969
2008 74,973
2007 69,121
Total New Video Views 322,951
Television Advertising
TV CHANNEL RUN UNITS
Denver Interconnect through Comcast NFL Network Discovery ESPN2 FX HLN National Geographic Spike TV Travel Channel Fox Sports 1
11/20 – 12/7 :30 Spot 110 ttl. Units
322,951 YouTube Video Views
$3,863 YouTube Media Value 557,062 TV Advertising Impressions $8,624 TV Advertising Media Value
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• Estimated attendance: 22,070 • Sample size: 180 In-person Intercepts • 93% of the respondents came to Beaver Creek specifically for the BOP • 75% were returning guests to the BOP • Intent to Return – 86% 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 – Skier/rider access • “Word-of-mouth” (64%) was selected most, and “Newspaper” second (17%) when
asked “How did you hear about, and/or where did you see advertising for the BOP this year?”
• Estimated revenue generation - $2.9M(+/- 20%) • 37% were locals, 60% were overnight visitors (visiting BC specifically for BOP) • Average nights stayed in paid lodging in Beaver Creek – 4.7 • Average group size – 3.7 • **Average age – 44 (No one under 18 is surveyed. When kids are factored, avg. age is 37) • Estimated number of room nights generated by the BOP – 3,296 • Estimated average nightly rate in Beaver Creek - $227 • Line of business – Ski/snowboard industry • Lifestyle categories – Outdoor enthusiast, Sports enthusiast, Health and fitness
RESEARCH HIGHLIGHTS
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Thank you for helping make the 2013 Beaver Creek World Cup Race Week a success. We look forward to seeing you for men’s races in December 2014, and the 2015 FIS Alpine World Ski
Championships February 2-15, 2015!
THANK YOU