Attachment G - 2013 Burton US Open_FINAL[Icon]

Transcription

Event Recap: Burton US Open Snowboarding
Championships presented by MINI
HIGHLINE
May 1, 2013
Burton US Open Snowboarding Championships:
Monday, Feb. 25 – Saturday, Mar 2, 2013
Nicholas Sargent, Burton Snowboards
Global Director of Strategic Alliance
Office: 802.660.3285
[email protected]
Maria McNulty, Burton Snowboards
Global Consultant, M3 Events
Office: 435-655-5570
[email protected]
Peggy Wolfe, HIGHLINE,
Director of Events
Office: 970-476-6797, 109
Mobile: 970-390-4158
[email protected]
Town of Vail | CSE | 5/1/13
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
Standard of excellence met by:
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The greatest snowboard event in the World (30 years running) paired with
the premier Mountain Resort Community in the World (50 years running).
Both Best in Class! A marriage of two super powers in the snow sport
World... Vail and Burton.
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The Burton US Open featured the World's best female and male
snowboarders.
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The event production values were second to none. No shortcuts were taken
in making sure the Burton US Open was totally compatible with the
standard of excellence set by the Town of Vail.
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Event Strengths & Weaknesses
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Exceeded expectations:
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The 31st annual Burton US Open Snowboarding Championships
presented by MINI met and exceeded all expectations set by Burton
and its partners for its inaugural year at Vail. From the size of the
crowds, to the warm welcome of the locals and businesses of the
Town of Vail, the event was a huge success.
“The first Burton US Open at Vail couldn’t have gone any better—the
weather, the riders, the competitions, the free riding, the packed
concerts at night—it surpasses our expectations on every level…we can’t
wait to bring the Open back to Vail next year” Jake Burton Carpenter,
Owner/CEO-Burton Snowboards From Transworld Business
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Event Highlights:
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126 of the world’s best snowboarders, including Shaun White, Mark
McMorris, Torstein Horgmo, Ayumu Hirano, Kelly Clark, Jamie
Anderson and Spencer O’Brien converged on its new home of Vail,
Colorado for four days of intense competition and a week’s worth of
fun.
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Over the course of the event, riders, spectators, media and VIPS were
treated to all that Vail and Burton had to offer: world class
competition, next level venues, all terrain riding, world renown fresh
powder, lively sponsor villages, free Riglet learn to ride for the littlest
shredders, Burton movie nights, free concerts, autograph sessions,
kid’s scavenger hunts and much, much more.
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91,000 projected spectators Wednesday – Saturday (Best estimate
pending TOV survey results).
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97% lodging occupancy
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Positive growth for TOV revenue
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Successful TV and webcast strategy: Over 1,000 hours covering more
than 175 broadcast territories and with a potential reach of more
than 3,457,703,515 house holds
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Over 173 media and photo credentials were distributed onsite,
representing 89 media outlets and resulted in 800+ stories
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Measures that could be taken for event improvement:
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Increased outreach and support of local ski/snowboard community
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Increased outreach and support of local business
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Season long outreach to the local community
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Outreach to specific destinations that correspond with non-stop
airline service to/from Eagle
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Look at how greater crowds can be drawn to day time events
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Revisit programming of Solaris and Arrabelle for greater success
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For repeat event, comparison to past years:
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Despite the 30 year history of the USO, the 2013 event was the most
successful USO to date. Vail, Town of Vail and Burton provide a
winning combination of premium brands that creates the foundation
for an event that has now set the bar for quality of competition,
spectator experience, and rider experience.
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Event Budget
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Total event budget: $4 million
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CSE funds: $400,000
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Profit (loss): $0
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In-kind Sponsorship: $3,000++ including soccer field usage, parking
and on-duty police services
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Cash: $2.5 million
Town of Vail | CSE 5/1/13
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Event Budget
Additional Enhancements:
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:15 Second Vignette in TV shows $2,000
Additional Cable Cam $14,000
Jib Camera - $10,500
Additional TV Production staffing - $8,239
IFM Reporting in AUS, BRA, ARG, MEX - $8,000
Lionshead Activation - $9,350
Lionshead Big Screen - $7,100
Emcee in Solaris - $1,200
Solaris Riglet activation 4th day - $17,887
Local School Outreach - $850
Improved musical talent - $60,000
Increased paid Marketing/Social campaign in key markets - $10,000
Apres All Day TOV merchant outreach program - $11,000
Total - $160,126
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Event Budget
Additional Enhancements:
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Larkspur breakfast activations
2 sponsor village locations
Increased signage at resort and in town
TV8 Morning Show
Additional enhanced TOV segments across all media platforms webcast,
TV, etc.
2 additional revenue generating satellite retail locations
Additional event functions at local merchants VIP dinners, Athlete
welcome events, after-party, etc.
Enhanced VIP/Hospitality program for local constituents
Diversification of lodging property population across all of Vail
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Estimated Results* - INTERCEPT SURVEY STILL IN PROGRESS INFO
TBD WIAAITING FOR SURVEY RESULTS FROM THE TOV
Attendance Numbers
• Estimated attendance:
• If non-ticketed, method you used to estimate attendees:
• % of people in Vail specifically for event:
• % of people attended previous years:
* Based on survey results.
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Estimated Results*
Demographic Profile
• Attendees came from (local, regional, out of state, international):
• Average age and income bracket of attendees:
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Estimated Results*
Event Attendee Estimated Spending
• Lodging:
• % attendees stayed in Town of Vail:
• Average amount spent on lodging/day:
• Estimated room nights booked due to event association:
• Lodging call to action:
• Dining:
• Shopping:
• Other Activities:
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Estimated Return on Investment (ROI)*
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Additional Town of Vail spending event generated:
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Ratio of increased revenue to amount of funding received:
• Sales tax revenue generated by event and accrued to Town of Vail
including sales and lodging tax:**
** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after
the addition of a 1.4% local marketing district tax. For more information:
http://www.vailgov.com/subpage.asp?dept_id=48
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Visitor Intent to Return*
Satisfaction ratings:
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Bullet 1
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Bullet 2
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Bullet 3
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Topline Marketing Efforts
Burton, as well as in combination with Vail Resort, made significant marketing efforts to
reach out to a local, regional, national and international audience via print, web,
broadcast and social media.
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TV BROADCAST
The USO offered one of the most robust television platforms to date, featuring six
programs that were distributed locally, nationally and around the world, including:
Women’s Live Halfpipe
Show (60 min)*
Universal Sports Network
& TV8
Men’s Live Slopestyle (90 min)*:
Global distribution & TV8
Men’s Live Halfpipe (90 min)*:
NBC Sports Network,
Global distribution & TV8
Slopestyle & Halfpipe Highlight
shows (30 min/ea):
Global distribution
Lifestyle show (30 min):
Global distribution
(Women’s SS was cancelled due to weather, but Men’s SS
was re-aired in its place)
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TV BROADCASTS
Initial reports show over 1000 hours of USO have been distributed
to date, covering more than 175 broadcast territories and with a
potential reach of more than 3,457,703,515 house holds (including
first airs, reairs and news).
TV Reporting Highlights:
Takers for the live broadcast (one or more): Sport + (FRA), Pro7Fun
(GER), 5Live+ (Israel), Sport Italia (ITA), TV2Sport (NOR), SportTV3
(POR), NTVSportPlus (RUS), ViasatSport (SWE), SSF (SUI), ESPN (GBR)
Takers for the highlight and lifestyle programs (one or more): Edge
Sports (Hong Kong, China, Korea, Australia), Sport10 (BEL), CCTV
(CHI), YLETV2 (FIN), Gaora (JPN), Supersport SHD (ZAF), SPO TV
(KOR), ESPN (GBR), SSF (SUI), Viasat (SWE), NTV Sport Plus (RUS),
Sport+ (FRA)
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TV BROADCASTS
Vail Resorts further expanded the reach through and ad buy with
Comcast TV
Front Range TV – 2/4 – 2/25,
:30s spots aired during primetime, sports, and entertainment
programming, HH Impressions 2,014,000
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WEBCAST
The 2013 USO webcast was one of the most successful webcasts to date and spanned
over 5 hours a day, each day, February 27 – March 2.
Overall
Event Week
March 3-25
Current Total
Total Hours Consumed
Viewing Session
Average Session View Time (min)
52,984
239,199
13.29
3,867
30,964
7.49
56,851
270,163
12.63
Country
Hits
Percentage by Hits
USA
Norway
Germany
Canada
Finland
Switzerland
UK
Austria
Italy
Russian Federation
All Other Countries
405,079
112,817
93,565
85,592
84,320
66,574
62,685
53,134
43,671
41,076
323,344
30%
8%
7%
6%
6%
5%
5%
1%
3%
3%
24%
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Vignettes and commercial units that TOV got in the USO programs:
Vignettes:
• Halfpipe highlight show: 00:01:55 TOV vignette
• Slopestyle highlight show: 00:01:55 TOV vignette
• Lifestyle show: 00:01:50 vignette
(note: unlike a commercial, all of these vignettes aired in the domestic as well as
international broadcasts. Had they been commercials, they would have only aired
domestically)
Commercials:
• 2 spots in each of the Burton US Open Snowboarding Championships Lifestyle from
Vail – 3/24, 3/26 on Universal Sports Network
• 1 spot in each of the following bonus, non-USO Burton snowboard programming
that aired: 3/21, 3/25, 3/27, 3/29, 3/30 on Universal Sports Network
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PA announcements:
• TOV got a minimum of 3 PA announcements/day at
both Golden Peak and Solaris, over the 4 days of
competition (= minimum of 24 PA announcements)
Big Screen:
• 5 x :15 spots/day at both Golden Peak and Solaris big
screens, over the 4 days of competition (=40 total spots)
Webcast:
• 00:01:55 TOV vignette in the HP finals live webcast
• 00:01:55 TOV vignette in the SS finals live webcast
• :15 second at end of day in commercial block each of
the four days (=4 total spots)
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PRINT – NATIONAL (THROUGH BURTON)
Transworld Snowboarding
• 2 Page Ad Spread February & March Issue
• Total circulation: 120,558
• Total readership: 753,487
• Ad Value: $50,316
Snowboarder Mag
• Full Page Ad February Issue
• Ad Value: $10,000
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PRINT - INTERNATIONAL
CONTINUED
Transworld Snowboarding
• 4 Full Page Ads
• Ad Value: $36,628
White Lines UK
• 1 Full Page Ad
• Ad Value: $2,000
Onboard Magazine Europe
• 4 Full Page Ads
• Ad Value: $24,000
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PRINT – REGIONAL
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Snowboard Mag. Colorado – 1/1 – 2/28
Colorado Daily – 2/15, 2/22, 2/27
Westword – 2/18 – 2/28
Outdoor Boards in Denver – 2/4 – 3/3
Colorado Convention Center – 1/28 – 2/10 (during SIA)
Total Impressions 5,860,275 impressions (Adults 18+)
Total Spend $40,240
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RADIO
• KZYR THE ZEPHYR, Burton US Open presented by Mini, Commercial,
featuring event info and sponsor mentions: (:60) commercial 200x
Added Value
• KZYR The Zephyr
• US Open Highlight Reel Promotion: (:60) 100x
• US Open Music Promo (:30) 40x
• US Open Welcome Community Liners (:15) 100x
• Text Campaign: Listeners were asked to text “Burton” to 75309 to
register to win Burton prizes and gifts. 10 total winners were
randomly selected on Saturday evening. 300 total entrants.
• NRC Broadcasting
• Week of the event shout-outs, promotions and on-air giveaways
pumping up the Burton US Open presented by MINI and the concerts
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SOCIAL MEDIA SUMMARY
The 31st annual US Open proved to be Burton’s most "social" event and
biggest social media program ever. Burton’s strategic social media
campaign, which soft-launched in November 2012 and officially kicked-off
at the US Open Snowboarding Qualifiers at Seven Springs, PA in February
2013, drove increased virality, followers and fan engagement across all of
Burton’s social platforms through March 2013.
Custom social plans were developed and executed for each of Burton’s
partners to promote their important brand messages throughout the
duration of the US Open social media campaign.
Key initiatives during these five months included in a Facebook page app
development, a dedicated event hashtag, fan contests, real-time results,
photos, videos and custom entertainment pages/invites.
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SOCIAL MEDIA SUMMARY CONTINUED
Over the course of the 2013 US Open campaign, Burton generated over 260
unique US Open posts that resulted in 26,246,631 total impressions via
Facebook, Twitter and Instagram. We also reached an exciting milestone –
100K+ Instagram followers.
From February through March 2013, the campaign reached riders and
snowboarding fans in seven countries via Burton (US) Facebook and nine
countries via Burton (US) Twitter, including the US, Canada, Germany, Italy,
France, Spain, Netherlands, Japan and the United Kingdom.
To encourage engagement around the US Open, Burton launched a hashtag
campaign that encouraged onsite audiences to tag their photos via
Instagram and Twitter with the hashtag #BurtonUSOpen which resulted in
almost 1000 unique mentions.
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SOCIAL MEDIA SUMMARY CONTINUED
During slopestyle and halfpipe finals, Burton posted 16 videos of top
competitors’ winning runs in real-time using a groundbreaking new
technology that drove 853,234 impressions and increased overall webcast
viewership.
We also implemented a US Open social contest asking people around the
world to share their favorite US Open moments with the same hashtag.
There were 3,500+ photos tagged.
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SOCIAL MEDIA OVERVIEW
The US Open was heavily promoted through Burton Snowboards (US) Facebook,
Twitter, Instagram and YouTube channels.
Public Coverage:
• 126 Facebook Posts
• 80 Tweets
• 825 #BurtonUSOpen Tags
• 55 Instagram Photos
• 14 YouTube Videos
• 16 Real-Time Webcast Videos
Interaction:
• 26,246,631 Impressions
• 664,683 Likes
• 69,780 Comments
• 60,400 Shares/Retweets
• 9 countries
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BURTON METRICS
• Burton Facebook (647,823 followers): 126 posts generated 13,640,144
impressions, 279,127 likes, 67,467 comments and 59,365 shares
• Burton Twitter (76,892 followers): 80 posts generated 6,151,360 impressions, 669
likes, 73 comments and 1,035 retweets
• Burton Instagram (112,924 followers): 55 posts generated 6,210,820 impressions,
384,887 likes and 2,240 comments
• #BurtonUSOpen: 825 tags
• Burton YouTube (49,934 subscribers): 14 dedicated videos and 71,982 views
• Webcast Videos: 16 real-time video posts and 853,234 views
• TTR Videos: 18 dedicated videos and 172,325 views
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BURTON METRICS FOR TOWN OF VAIL
• Burton Facebook for Town of Vail: 15 dedicated Town of Vail posts generated
1,962,616 impressions, 34,465 Likes, 8,475 comments and 6,574 shares
• Burton Twitter for Town of Vail: 5 dedicated Town of Vail posts generated 384,460
impressions, 24 likes, 5 comments and 31 retweets
• #BurtonUSOpen: 49 unique posts mentioned Town of Vail
• Burton Instagram for Town of Vail: 7 dedicated Town of Vail posts generated
790,468 impressions, 42,594 likes and 333 comments
** See attachment B for post examples
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VAIL METRICS
The US Open was heavily promoted through Vail Mountain Facebook, Twitter, Instagram
and YouTube channels.
• Vail Facebook - 8 Facebook posts, 767 comments, 3,119 likes, 380 shares, 180,003
reached, 430,960 impressions
• Vail Twitter - 40 tweets, 93 RT's, 11 Replies, 797,476 Potential Imps, +522 followers
• Vail Instagram - 10 pictures, 5,862 Likes, 52 comments
• Vail YouTube - 82,715 views
• Recap, 4,773 views
• Practice Teaser, 1,840 views
• Coyne/11 year old Profile/Event look ahead 20,602 views
• 2013 Event Preview for Homepage/Event Page 6,712 views
• 22 Foot pipe/SPT build 10,533 views
• Raw footage of US Open Pipe Build, 32,141 views
• Burton Vail Event Announcement 6,114 views
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DIGITAL MEDIA INCLUSIONS
Vail Resorts Display Online
• 2,096,030 impressions
• 1796 Clicks
• .09% CTR
• 474 Purchases
• 21:1 Direct ROI
• $8,875 Total Spend
(7) BUSO Vail Resorts Eblast inclusions reaching 422,153
• Feb 11 "park/board targeted
• Feb 11 all other
• Jan 23 CO pass and non passholder
• Jan 23 destination
• Jan 9 CO pass and non pass and Jan 9 destination
• Mar 8 all
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DIGITAL MEDIA INCLUSIONS
Vail.com Homepage
Youtube video embed, Jan 31- Mar 3
6,392 Views
Homepage hero image, Jan 2- Jan 31
426,721 impressions
Total Impressions: 43,3113
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GRASSROOTS MARKETING
• Concierge Outreach
• Canvasing Vail Valley, Roaring Fork Valley, Summit County, Denver, Boulder and Fort
Collins with posters, rack cards, event flyers, event trifolds and more
• Vail Resorts Employee Outreach
• Popluated Area Event Calendars
• Hosted Town of Vail Concierge, Vail employee and TOV Public Open Houses
• See event collateral quantities below:
• Event Posters - 5830
• Event Flyers - 25,000
• Event Guide - 1,2500
• Trifold - 18,500
• Concert Poster - 350
• Concert Flyer – 12,000
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GRASSROOTS MARKETING CONTINUED
• Coordinated to complete Town of Vail media assets
• LH Welcome Center Media Wall
• LH/VV Welcome Center & LH Transit Center Touch Screens
• What’s Happening poster in LH and VV Welcome Centers
• Email blasts to various TOV lists - This Week in Vail, Vail-Mail, Concierge group
• Event inclusion on www.vailgov.com and www.vaileventparking.com
• Front line employee briefings (parking attendants, bus drivers, code
enforcement officers, police, etc.)
• Welcome crawl on Cable Channel 10
• Mentions on VailGov twitter
• Distribution of rack cards via Welcome Centers & Community Hosts
• Coordinated with KZYR and NRC Broadcasting to promote the event through on-air
PR, giveaways and prize packages surrounding the Burton US Open
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PR SUMMARY
The Global Burton PR team provided full-scale, on-site event support for the first Burton
US Open in Vail, including managing and staffing the US Open press room onsite,
creating five press releases and distributing daily, wrangling riders on-site for podiums,
awards, webcast/broadcast and media interviews, as well as coordinating over 60
interviews with riders and partners on-site and conducting daily media outreach around
winners.
Burton PR team efforts at the US Open resulted in coverage in 800+ stories, including
daily features in Vail Daily, as well as coverage in national outlets such as AP, USA Today,
NBCSN, ESPN 2, Sports Illustrated.com, ESPN.com, Self.com, Transworld Snowboarding,
Transworld Biz, Snowboarder Magazine, Frequency, MSN Fox Sports, Yahoo Sports, and
regional media spanning the country from Vermont to California, including KCNC-TV
(CBS) and KUSA-TV (NBC) in Denver, the Denver Post, Vail Business Journal, 303
Magazine, Tahoe Daily Tribune, Aspen Business Journal, Toronto Star and many
more.
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PR SUMMARY
In total, 173 media contacts came out to cover the event and 13% of press said it was
their first time visiting the Town of Vail.
Burton PR coordinated and staffed multiple interviews with Jake Burton and Shaun
White during the US Open, including Snowboarder Magazine, Vail Daily, TV-8 (Vail),
WOWOW TV (Japan), Fuji -TV (Japan) and for the Burton US Open at Vail live coverage
on NBC Sports and Universal Sports.
Burton PR distributed 10 US Open press releases between January – March 2013. These
communications were shared with 365+ media outlets across the country including 165
endemic press and 200+ regional press.
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Community Contribution
The Burton US Open impacted Vail’s sense of community in a variety of ways
by offering programs for the TOV merchants, extending the event into areas
beyond the Golden Peak competition area as well as the integration of the
Chill Event fundraiser at 2013 USO
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THE USO Après All Day Card
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A celebration of restaurants and retailers. Come on in, We are
Open. The USO Après All Day Card was a unique preferred
partner program designed exclusively for the 2013 Burton US
Open and a way for local bars, restaurants, and merchants to be
an active part of the US Open experience in Vail. Nearly 10,000
cards were distributed throughout the Town of Vail at info
centers, to information staff and at the BUSO expo village at
Golden Peak. Marketing materials were provided by Burton
including posters, cards, flyers, stickers, promotions through
the event and more.
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Chill Event at 2013 USO, Wednesday February 27th, 2013 6pm-8pm at
the Colorado Ski and Snowboard Museum Sponsored by MINI and
Anheuser Busch. Suggested donations were received and the evening was
complete with food, drink and entertainment benefitting Chill and the
work that will positively effect so many children in the future.
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All Burton athletes who were in Vail attended the event and enjoyed
guest speakers, Donna Carpenter and a youth Chill participant.
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Silent Auction items included items signed by Jake Burton Carpenter,
Hawaiian vacation for two, MINI motoring gear folding bike and
more.
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Very successful event with approximately 200 people attending,
making the Ski and Snowboard Museum a packed house. About
$7,000 was raised from the silent auction, donation and sponsorship
money.
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Extending the event footprint beyond the competition
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Solaris Village - In addition to the Sponsor Village in the Golden Peak area,
Burton, MINI, Mountain Dew®, and Nokia had pop-up experiences for the
public in the Solaris Village. Along with the Riglet Park (a learn to ride
experience for kids 2-6 years old). Additional enhancements included the free
concerts, beer gardens and spectators enjoyed product demos, samples and
giveaways. The Solaris Village was open from 9:00 am – 5:00 pm Wednesday,
February 27th – Thursday, February 28th and 9:00 am – 9:00 pm Friday, March
1st – Saturday, March 2nd.
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Burton’s ‘Experience Snowboarding’ program was on snow at the Riglet Park at
Solaris ice rink located in the mid-Vail for families to enjoy. Kids between three
and six years-old can learn to snowboard – with beginner-specific equipment
and a full range of boards, boots and bindings – all designed to make learning
to snowboard as fun and easy as possible and was free
of charge and open to the public. Participation #: Wed (14), Thurs (15),
Fri. (82), Sat (162)
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FREE Concerts at Solaris and Dobson Arena
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Friday, March 1st: Solaris Concert Stage
6:00pm – 9:30pm: Macklemore & Ryan Lewis
Saturday, March 2nd: Solaris Concert Stage
6:00pm – 9:30pm: Santigold
Expanded Event Footprint into Golden Peak Lodge
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Arrabelle, Vail Square - In addition to the big screen with
the LIVE feed from the competition, there was a lot going
on in Lionshead
USO Photo Booth - February 28-March 2, 9am-5pm
USO Scavenger Hunt - February 28-March 2, For kids of all
ages Scavenger Hunt Kits were available at the Lionshead
Burton store (also available at VV Burton store and the
Burton Stone Hut at Golden Peak) 6,000 participants
Burton Archive Gallery Showing - Thursday-Saturday,
February 28-Mar 2, 2013, Lionshead Burton store - 30+
years of heritage.
USO Movie Night - Friday and Saturday, March 1-2, 6-8pm
A collection of Burton snowboard movies play on the big
screen, Smores/Hot Chocolate/Fire Pit available Town of Vail | CSE | 5/1/13
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Local school outreach was conducted with invitations to
riglet and to the event to a special viewing area
Schools: Red Sandstone, Vail Mountain School and
Children’s Garden of Learning
Outreach to schools, flyers posted as some of the schools,
phone calls, eblasts and emails were part of the outreach
but due to timing of the events, the offerings were a
challenge for the schools to execute at the time
They said the concept was great but that the timing with
their spring break and also the challenge to bring the little
ones to the Riglet as a school trip was not ideal in order to
keep all of the kids occupied at once
They are very open to receiving information in the future
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Sustainability Efforts
Green Measures
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Worked with town environmental officials to develop green practices and
worked with Vail Honey Wagon to recycle all event cardboard, plastic and
aluminum
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Had event staff dedicated to collecting and sorting trash and recycling
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Served beverages in recyclable or compostable cups
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No vehicles were left idle while loading in and out
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Moved to majority use of linens in lieu of plastic disposable tablecloths
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Green Measures
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Listed below are four aspects of Mountain Dew’s on site activation that
showcased their green efforts and sustainability awareness during the 2013
US Open.
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Green Mountain Process Showcase - GMP vending machine dispensing
Mountain Dew x Burton PET tee’s made from recycled Mountain Dew bottles.
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Large PCR display showcasing the process of recycling Mountain Dew bottles
into fabrics used in Burton tee shirts and outerwear.
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Custom PCR Tee Shirt Transfer Station
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Custom, consumer designed graphics printed via heat transfer onto Mountain
Dew x Burton PET tee shirts made from recycled Dew bottles.
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Green Measures
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Dew Recycling Bins
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20 Mountain Dew branded recycle bins
throughout sponsor village to aid in green
efforts.
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All bottles of Mountain Dew used for sampling
were recycled.
Useful and Relevant Premiums
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Buffs, wax, wax scrapers, beanies, tee shirts.
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All premiums and swag items are meant to be
used for the long term. No “throw away”
premiums or swag was produced.
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Additional Information
OPINION LEADER QUOTES
For me, bringing (Vail and the Burton U.S. Open) together is all time. I'm excited to
compete in Vail's new pipe and see everyone come out for the next evolution of this
contest.” Shaun White, US Open Halfpipe Gold From Vail Daily
“The first Burton US Open at Vail couldn’t have gone any better—the weather, the riders,
the competitions, the free riding, the packed concerts at night—it surpasses our
expectations on every level…we can’t wait to bring the Open back to Vail next year” Jake
Burton Carpenter, Owner/CEO-Burton Snowboards From Transworld Business
“The Town of Vail was honored to host the Burton US Open for the first time this year.
We believe it was a fruitful experience for the event, participants, spectators, sponsors
and many of our local businesses from the feedback we received. The energy in town
during the event was high with contests taking place on the mountain and the concerts
and other family activities taking place in town. We look forward to hosting the event
for many years to come.” Stan Zemler, Town Manager-Town of Vail From
Transworld Business
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OPINION LEADER QUOTES CONTINUED
“I couldn’t be more excited about its next evolution. Burton has always been progressing
the sport and doing what's best for snowboarders, and I truly believe that this move to
Vail will make the Open even better.” Kelly Clark, US Open Halfpipe Gold From Vail Daily
“Like everyone else, I was blown away by the energy, vibe and performance at this year’s
Burton US Open. Burton and Vail, along with key partners like MINI, Town of Vail,
Mountain Dew, and Nokia; brought the event to a whole new level, and the athletes,
including the women, rose to the occasion. I’m not sure I've ever enjoyed a halfpipe final
more;; Kelly crushed it, Hannah stepped up big time, and Arielle once again proved she’s
a force to be reckoned with. I couldn’t be happier that the US Open has found a new
home at Vail.” Donna Carpenter, President-Burton Snowboards From Transworld
Business
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ADDITIONAL ATTACHMENTS:
•
USO Creative Examples
•
USO Social Media Examples
•
USO Agreement Checklist and Supporting Information
•
Link to Burton US Open Snowboarding Championships Photo Gallery
52

Attachment G - 2013 Burton US Open_FINAL[Icon]

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