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GSI Event Study

361˚ World Men’s Curling Championship 2018 Las Vegas, USA 31 March – 8 April 2018

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

GSI Event Study 361˚ World Men’s Curling Championship 2018 Las Vegas, USA

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Sportcal has prepared this Event Study using reasonable skill, care and diligence for the sole and confidential use of the World Curling Federation (“WCF”) and the Reno Tahoe Winter Games Coalition (“LOC”) for the purposes set out in the Authors Event Study. Sportcal does not assume or accept or owe any responsibility or Andrew Horsewood, Colin Stewart duty of care to any other person. Any use that a third party makes of this Event Study or reliance thereon or any decision made based on it, is the responsibility of such third party. Research and editorial support

The Event Study reflects Sportcal’s best judgement in the light of the information Ezechiel Abatan, Edward Frain, Krzysztof available at the time of its preparation. Sportcal has relied upon the Kropielnicki, Beth McGuire, Tim Rollason completeness, accuracy and fair presentation of all the information, data, advice, opinion or representations (the “Information”) obtained from public sources and from the WCF, LOC and various third-party providers. The findings in the Event Market research Study are conditional upon such completeness, accuracy and fair presentation of the Information. Sportcal, Sportcal India, Sport MR, Nielsen Sports Image credit: World Curling Federation / Richard Gray (www.worldcurling.org) Bob Weder Photography (www.bobweder.com)

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GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

GSI Event Study / 361˚ World Men’s Curling Championship 2018 Contents

1 EXECUTIVE SUMMARY 4

2 OVERVIEW 10

3 STAKEHOLDERS 17

4 ORGANISATION 28

5 ECONOMIC 32

6 TOURISM 38

7 EVENT EXPERIENCE 52

8 MEDIA 59

9 SOCIAL MEDIA 74

10 SPONSORSHIP 85

11 SPORTING 94

12 SOCIAL 100

13 LEGACY 104

14 COMPARATIVE DATA ANALYSIS 110

Executive Summary

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Executive Summary 361˚ World Men’s Curling Championship 2018

Date City, Nation Key Statistics 31 March – 8 April 2018 Las Vegas, USA

ECONOMIC Venues Organiser Ticketed attendance 74,829 Orleans Arena Reno Tahoe Winter Games Accredited participants 652 Orleans Hotel & Casino Coalition (RTWGC) Direct economic impact $8.90m

Event Frequency Owner TOURISM Every year World Curling Federation (WCF) Origin of spectators Las Vegas 4.9% Other USA 19.9% The US city of Las Vegas hosted the 361˚ World Men’s Curling Championship Overseas 75.2% 2018 (WMCC2018) between 31 March and 8 April 2018.

The event was held at The Orleans Arena which forms part of the larger EVENT EXPERIENCE Orleans’s Hotel and Casino campus in Las Vegas. Positive experience Spectators 95% The attendance totalled 74,829 with 51,823 tickets sold to spectators and a Volunteers 89% mixture of single draw tickets, multi-day ticket packages and accommodation plus ticket packages on offer. MEDIA It was calculated that there were 4,705 spectators, with 71.3 per cent originating TV broadcasters 13 from Canada. Only 4.9 per cent of spectators were local, whilst 19.9 per cent TV nations 47 came from other parts of USA. 3.9 per cent came from outside USA and Canada. TV continental reach 3 TV production team 102 The direct economic impact has been calculated to be $8.90 million, based on a Accredited media 60 tourism spend generated by accredited persons and spectators worth $8.17 million and an organiser surplus spend related to the running of the event worth SOCIAL MEDIA $0.73 million to the local economy. (seven accounts, event period) Spectators from outside of Las Vegas contributed $7.44 million, including 28,745 Posts 666 bed nights, to the local economy, generating $6.79 million in tourism spending Reactions / Likes 31,818 within the city and an additional $0.65 million elsewhere in USA as a result of Shares / Retweets 3,662 their trip to Las Vegas. New followers 1,746

There were 652 accredited participants registered for the event, of which 534 SPONSORSHIP contributed to their tourism spend of $0.73 million. Sponsors 6 Live, highlight and delayed coverage of the World Men’s Curling Championship Suppliers 4 2018 was aired on television in 47 nations with 1,876 hours broadcast in total. Event partners 4

The event was covered by 60 accredited media onsite at the event in Las Vegas. SPORTING Athletes 65 The championship included 13 nations, one more than in previous years, increasing the participation from the Asia-Pacific region. The 65 athletes were Competing nations 13 accompanied by 43 team officials. Team officials 43 Technical officials 13 The delivery of the event was supported by 153 volunteers, with 89 per cent enjoying their role at the event. The volunteers themselves generated a SOCIAL significant tourism spend with the majority coming from overseas. Volunteers 153

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Executive Summary 361˚ World Men’s Curling Championship 2018

STAKEHOLDERS WCF key objectives

The key stakeholders for the WMCC2018 were: • Enhance the broadcast output • Governing body: World Curling Federation (WCF) for the event • Continue momentum of the • Host organisation: US Curling bounce generated by the winter • Event organiser: Reno Tahoe Winter Games Coalition (RTWGC) Olympic Games and USA men’s • Government organisations: Las Vegas Conventions & Visitors Authority (LVCVA) curling team gold medal and TravelNevada, tourism division for the State of Nevada • Learn from the host partners and Las Vegas ‘razzmatazz’ to further enhance future competitions ORGANISATION • To continue to “spread the gospel of curling” in the USA • As the event organiser, the RTWGC’s overarching objective from organising • Increase coverage of the sport in the WMCC2018 in Las Vegas was to showcase the state of Nevada’s Asia capabilities of hosting major sports events • Based on this, the RTWGC focused on offering an event that would attract RTWGC key objectives fans to attend a unique curling experience, and encourage their subsequent return to curling events in future years • Host world championship events • While ticket sales were not as strong as expected, the RTWGC still expected in Winter Olympic sports to make a profit from organising the event, which would help to sustain its • Build on the success of the overall project Continental Cup • The RTWGC relied substantially on a dedicated and experienced volunteer • Deliver an event that attracts workforce in order to successfully deliver the event – the volunteers fulfilled fans to Nevada, and who will roles that they had undertaken at their own local curling clubs want to return • • For US Curling, the host national federation at the event, the WMCC2018 Deliver a profit on the event • Gain global exposure as a viable presented an excellent opportunity to further develop the awareness of the host of winter sports events sport in the USA, which had increased through increasing exposure of the • Develop a credible bid to bring a sport on television and had been further bolstered by the success of Team Winter Olympic Games for Reno USA at the 2018 Winter Olympic Games Tahoe • The LVCVA and TravelNevada used their own positions to provide the necessary governmental backing to the RTWGC and to the event itself. In LVCVA key objectives turn, the demographics of the attendees and the timing of the event

complemented both institutions’ ambitions to drive tourism to their • Drive domestic and international respective regions tourism to the city by hosting sports and championships

• To support events which best fit the city’s event calendar by offsetting any seasonal drops in tourism numbers • Increase the number of out-of-

town visitor room nights being generated • Gain exposure for the Las Vegas brand via television broadcast and global media attention

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Executive Summary 361˚ World Men’s Curling Championship 2018

ECONOMIC Economic - Detail

• A total of 74,829 spectators attended the event Ticketed Attendance 74,829 • Spectator numbers were noticeably greater for draws which featured Public Sale 51,823 Canada, particularly during the first days of competition Complimentary 23,006 • The gold medal draw (Sweden vs Canada) attracted the largest audience

• 652 participants were registered for accreditation at the WMCC2018 • The total direct economic impact created by the WMCC2018 is estimated to Accredited persons 652 be $8.90 million, taking visiting spectator, accredited persons and operational surplus spend in to account Direct economic impact $8.90m • The Reno Tahoe Winter Games Coalition spent $1.31 million on the event Spectator visitor spend $7.44m and turned a profit of $0.09 million Accredited persons spend $0.73m • The WCF recorded a total expenditure of $1.13 million on television Operational surplus spend $0.73m production, event administration and travel and accommodation obligations Tourism - Detail

TOURISM Origin of spectators Las Vegas 4.9% • There were 4,705 unique spectators at the WMCC2018 Other USA 19.9% • Of the total number of unique spectators, 4.9 per cent resided in Las Vegas Overseas 75.2% • 19.9 per cent resided elsewhere in USA and 75.2 per cent came from overseas

• 71.3 per cent of all unique spectators came from Canada Spectator tourism impact • The ratio of male to female spectators was 46 / 54 • On average, spectators stayed in Las Vegas for 7.1 nights Unique spectators 4,474 • 56 per cent of spectators stayed at the Orleans Hotel & Casino Visitor spend $7.44m • The total amount spent by visiting spectators during their visit to the USA to Domestic visitors $0.93m attend the WMCC2018 was $7.44 million International visitors $6.51m • 92 per cent of spectator survey respondents liked the city of Las Vegas, and Bed nights 28,745 more than two in three spectators are planning to return in the next few years • The total amount spent by accredited persons related to WMCC2018 was Accredited persons tourism impact calculated to be $0.73 million Unique persons 534 Visitor spend $0.73m

EVENT EXPERIENCE Event experience - Detail

• 95 per cent of spectators had a positive experience at the WMCC2018 Positive experience • 41 per cent of spectators rated the WMCC2018 as being better than or the Spectators 95% best comparable event they have ever attended Volunteers 89% • The event venue had a very high score across all categories, in particular the toilet facilities, view from seat and accessibility were rated highly Highest ratings (out of 5, spectators) • The price of food, drink and merchandise at the venue scored least favourably Toilet facilities at venue 4.85 • For volunteers, 89 per cent had a positive experience volunteering at the event View from seat at venue 4.70 • Volunteers were particularly happy with the enjoyment their role provided (4.64) Helpfulness of staff/vols. 4.70 and the support provided by the organising committee staff (4.57) Lowest ratings (out of 5, spectators) • The cost of the accommodation was rated less favourably, although still Price of food at venue 1.65 positively, amongst the volunteers (3.46) Price of merchandise 1.50 Price of drinks at venue 1.35

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Executive Summary 361˚ World Men’s Curling Championship 2018

MEDIA Media - Detail

• A total of 13 broadcasters showed live, delayed or highlights coverage of TV broadcasters the WMCC2018 on television • 1,876 hours were broadcast in total TV broadcasters 13 • Almost 918 hours were broadcast live TV nations 47 • The domestic coverage generated 96 broadcast hours and an audience of TV continental reach 3 0.48 million Broadcast hours and audience • Compared to the previous edition (Canada 2017), television broadcast hours TV broadcast hours 1,876 were six times higher and three times higher than the last edition outside of TV audience 83.53m Canada (Switzerland 2016) Accredited media • Eurosport contributed 1,443 television broadcast hours in 2018 Accredited media 60 • Online broadcasts via the WCF’s official Facebook and YouTube accounts TV production media 102 received an audience of more than 1 million viewers with 2,015 hours viewed in total • There were 60 accredited media present at the WMCC2018, with a further 102 accreditations issued for the World Curling Television production team

SOCIAL MEDIA Social media – Event period • Seven official social media accounts were measured by Sportcal during the WMCC2018 Posts 666 • These accounts combined produced 666 posts, 31,818 reactions/likes, Reactions / Likes 31,818 3,662 shares/retweets and 670 comments/replies during the event period Shares / Retweets 3,662 • 1,746 new followers were gained Comments / Replies 670 • The seven accounts achieved a 1.02 per cent increase in followers on average New followers 1,746 • Social media coverage reached followers on all six continents worldwide Average follower increase 1.02% • Additional social media monitoring identified Curling Canada as having a strong presence in generating engagement with the event

Sponsorship - Detail SPONSORSHIP • The event was supported by a total of 14 partners Partner breakdown • This comprised of a title sponsor, five main sponsors, four suppliers and four Sponsors 6 domestic event partners Suppliers 4 • Chinese sports apparel manufacturer, 361°, was the title sponsor of the event Event partners 4 • As part of the title sponsorship, 361° received extensive in-arena and digital Sponsorship recognition by exposure which included a 30-second television spot spectators (top 5) • The total sponsorship QI value generated through media coverage of the 361° 92% WMCC2018 totalled $55.38 million Orleans Hotel & Casino 86% • 92 per cent of spectators were aware of the 361° sponsorship of the Ford 82% WMCC2018 with 82 per cent aware of Ford’s sponsorship Boyd Gaming 67% • The Orleans Hotel & Casino was identified by 86 per cent of respondents Le Gruyère 61% whilst Boyd Gaming was recognised by 67 per cent and Le Gruyère by 61 per cent.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Executive Summary 361˚ World Men’s Curling Championship 2018

SPORTING Sporting - Detail

• The WMCC2018 featured 65 athletes representing a record 13 countries Athletes 65 from three continents Male 65 • After the round robin stage, Sweden and Scotland topped the standings, with each nation owning a 11-1 record Female 0 • Canada, Korea, Norway and USA held the next four positions at the end of Continental reach 3 the round robin stage, progressing to the play-off stage for the final two Nations (competing) 13 semi-final berths Officials 56 • Canada and Korea won their respective play-off matches to join Sweden and Team 43 Korea in the semi-finals Technical 13 • Sweden were crowned champions for the eighth time in their history having beaten Canada in the gold medal match 7-3 • There were a total of 56 officials at the event, of which 43 were team officials and 13 technical officials

SOCIAL Social - Detail • There were 153 volunteers at the event • 20.9 per cent of volunteers resided in USA, 76.5 per cent were Canadian Volunteer programme and 2.6 per cent came from four other countries: Australia, France, Germany Volunteers 153 and Scotland Male / Female 54% / 46% • There was a 54 / 46 per cent male to female ratio Domestic / Overseas 32 / 121 • Three esteemed figures – one curler, two builders – were inducted into the Nations 6 World Curling Hall of Fame Applications 193 • The ‘Pool Patch’ was an exciting and innovative addition to the WMCC and was highly rated by spectators and volunteers Social events • A closing dinner and farewell reception provided the opportunity for World Curling Hall 3 spectators and volunteers to spend time with the athletes, officials and staff of Fame inductees

LEGACY

• The WMCC2018 generated tangible economic, tourism and social benefits for the host city and venue • Increased exposure for curling was generated within the city • The Curling Las Vegas club were given a platform to seek support for a new permanent home in order to maintain the increased interest in the sport following the PyeongChang 2018 winter Olympic Games • Television broadcasters continue to provide domestic coverage for the sport

Overview

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Overview Event History

The first World Men’s Curling Championship was held in 1959 in Scotland, with Continental hosting distribution of the Scotland and Canada the only two nations competing. The World Men’s Curling World Men’s Curling Championship Championship 2018 was the 60th edition of the event, and the 31st time North (1959-2020) America has hosted the event.

Since 2005, following an agreement between the World Curling Federation and the Canadian Curling Association, the men’s event is held in Canada every two st years. The 61 edition will take place in Lethbridge, Canada. This will be the 1 third consecutive year that North America has hosted the event and the 24th time Canada has been the host nation.

The 2018 edition was the seventh time that USA has hosted the World Men’s 32 29 Curling Championship, with the last time being in 2008 in Grand Forks.

World Men’s Curling Championship hosts (2000-2020)

Asia Europe North America YEAR CITY NATION CONTINENT

2000 Glasgow Scotland Europe World Men’s Curling Championship 2001 Lausanne Switzerland Europe hosts (1959-2020) 2002 Bismarck Germany Europe

2003 Winnipeg Canada North America 2004 Gävle Sweden Europe

2005 Victoria Canada North America China 1 2006 Lowell USA North America 2007 Edmonton Canada North America France 1 2008 Grand Forks USA North America Italy 1 2009 Moncton Canada North America 2010 Cortina d’Ampezzo Italy Europe Sweden 3 2011 Regina Canada North America Germany 4 2012 Basel Switzerland Europe 2013 Victoria Canada North America Switzerland 8 2014 Beijing China Asia USA 8 2015 Halifax Canada North America 2016 Basel Switzerland Europe Scotland 12 2017 Edmonton Canada North America Canada 24 2018 Las Vegas USA North America 2019 Lethbridge Canada North America 0 10 20 30 2020 Glasgow Scotland Europe Times Hosted

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Overview Event Format

The World Men’s Curling Championship is the annual flagship event for male curlers. The 2018 edition was the first to include 13 nations, one more nation than in previous years.

The 2018 event in Las Vegas was a nine-day competition. On the first seven days of the event, a round robin stage took place.

The 13 teams played in a round robin format, with each team playing one another once. At the WMCC2018, the round robin stage was played over 20 morning, afternoon and evening sessions, with each team playing 12 draws.

The two teams at the top of the table after the round robin stage received a bye into the semi-finals, with teams positioned third to sixth advancing to a play-off stage. The winners of each play-off then proceeded to the semi-finals where they met the top two teams from the round robin stage. The semi-finals were followed by a third-place play-off and championship final.

Qualification for the world championship is via continental championships. Eight teams from Europe earned qualification from the 2017 European Curling Championship and three from the Asia-Pacific region via the 2017 Pacific-Asia Curling Championship. Two teams represented the America Zone. As USA was the host nation, the second America Zone position was contested between Canada and Brazil.

As part of the championship restructure, the zone of the team which finished bottom of the round robin competition will receive one less slot for the 2019 world championship and the Pacific-Asia region will reduce back to two positions. This is so that a new world championship qualification tournament can be introduced. It will offer two qualification slots to the world championship. The qualification tournament will be contested by the host nation, one team from the America Zone, two from Pacific-Asia and four from Europe.

WMCC2018 competition schedule

March – April 2018

Date 31 1 2 3 4 5 6 7 8

Morning Play-off Draws -

Afternoon Round Robin Semi-Final 1 Bronze Medal Draw

Evening Semi-Final 2 Gold Medal Draw

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Overview Previous Edition Ford World Men’s Curling Championship 2017

Date City, Nation 1 – 9 April 2017 Edmonton, Canada

Venues Organiser Northlands Coliseum Curling Canada Key Statistics

Edmonton, Canada hosted the 59th edition of the World Men’s Curling ECONOMIC Championship in 2017. This was the second occasion that Edmonton hosted the Total Attendance 85,214 event after staging the 49th edition in 2007. Capacity - Venue 16,839

The 2017 World Men’s Curling Championship was attended by a total of 85,214 MEDIA people over the nine-day event. TV Nations 90 60 athletes represented 12 nations, with Canada winning the title for the 36th Continental Reach 3 time and the second consecutive year. The 12 nations represented 20% of the Broadcasters 9 members of the World Curling Federation. The teams were accompanied by 32 Accredited Media 160 team officials. TV hours produced 200

The event also conducted as an Olympic qualifying event for the 2018 Winter SPORTING Olympics, with six teams earning a qualification spot. Athletes 60 TV coverage of the event was available in 90 nations through nine broadcasters, Competing Nations 12 with 200 TV hours produced and worldwide coverage available via World Curling Team officials 32 TV. Technical officials 12

SOCIAL Volunteers 550

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Overview Host Profile USA

Key Facts

Size 9,833,520 km2 Population (2016) 323,127,513 GDP (PPP) $57,638 (2016) Capital Washington, D.C.

GSI Nations Index* 1st (2018)

*GSI Nations Index is Sportcal’s proprietary index which analyses the hosting and bidding of major sports events and ranks nations by the cumulative score of the events that nation has hosted.

With a population over 323 million, USA is the third most populous country in the www.sportcal.com/GSI world and the biggest English-speaking country.

The USA is regarded as one of the powerhouses in world sports in terms of event hosting and performance. The four major leagues in American football basketball, baseball and ice hockey dominate the professional sports scene.

The USA has hosted the Olympic Games more than any country, four times each for the summer and winter games, with Los Angeles awarded the 2028 Olympic Games. In the coming years the USA will also host world championships in athletics, skiing and snowboarding, as well as co-host the Fifa World Cup 2026 together with Canada and Mexico.

As of 2018, USA is ranked 1st in the Sportcal’s GSI Nation Index.

Selected sports events hosted in the USA (2015-2028)

YEAR SPORT EVENT CITY

2015 Games Special Olympics World Games Los Angeles 2015 Cycling UCI Road World Cycling Championships Richmond 2015 Skiing FIS Alpine World Ski Championships Beaver Creek 2016 Figure skating World Figure Skating Championships Boston 2017 Weightlifting World Weightlifting Championships Anaheim 2017 Rowing World Rowing Championships Sarasota 2017 Ice hockey IIHF World Women’s Championships Various 2017 Soccer CONCACAF Gold Cup Various 2018 Curling 361˚ World Men’s Curling Championship Las Vegas FIS Freestyle Ski & Snowboard World 2019 Skiing Park City Championships 2021 Athletics IAAF World Athletics Championships Eugene 2021 Games The World Games Birmingham 2023 University sports Winter Universiade Lake Placid 2028 Olympics Summer Olympic and Paralympic Games Los Angeles

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Overview Host Profile Las Vegas

Key Facts

Size 352 km2 Population (2017) 648,224 State: Nevada

GSI Cities Index* 59th (2018)

*GSI Cities Index is Sportcal’s proprietary index which analyses the hosting and bidding of major sports events and ranks cities by the cumulative score of the events that city has hosted.

www.sportcal.com/GSI

Las Vegas is the most populated city in Nevada and the 28th biggest city in the USA. The city refers to itself as the Entertainment Capital of the World, and is most famous for its mega casinos, hotels, entertainment and attractions. Las Vegas regularly ranks as one of the most visited destinations in the world.

Las Vegas has also staged some of the biggest sporting events, including regular world championship bouts in boxing and mixed martial arts (MMA), professional golf tournaments and motorsport events.

It is also home to various franchises of the major American professional sports leagues, including the Vegas Golden Knights (ice hockey) and the Las Vegas Aces (women’s basketball), and will be home of the Las Vegas Raiders (American football) from 2020.

In recent years, Las Vegas has hosted world championships in archery and wrestling.

In the coming years, Las Vegas will host equestrian’s FEI World Cup Finals and the women’s world championships in ten-pin bowling.

Selected sports events hosted in Las Vegas (2012-2020)

YEAR SPORT EVENT CITY

2012 Archery Indoor Archery World Championships Las Vegas

2015 Wrestling UWW World Championships Las Vegas

2016 Rugby sevens HSBC World Rugby Sevens Series Las Vegas

2016 Air sports Red Bull Air Race World Championships Las Vegas

2018 Curling 361˚ World Men’s Curling Championship Las Vegas

2019 Ten-Pin Bowling World Women’s Ten-Pin Championships Las Vegas

2020 Equestrian FEI World Cup Finals Las Vegas

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Overview Host Profile Orleans Arena

Key Facts

Venue opening 2003 Venue capacity 9,500 Number of events per year c. 200

The Orleans Arena first opened in May 2003 as an addendum to the existing

Orleans Hotel & Casino. The purpose behind its construction was to increase the offering of activities available to customers, and “introduce a new entertainment venue to Las Vegas like no other.”

With a venue capacity of 9,500, the Orleans Arena annually hosts around 200 entertainment events per year, including sports competitions, music concerts, corporate events, family shows.

The range of sporting events held in the Orleans Arena has varied between amateur and professional competitions across many sports that are usually contested in an indoor environment. Some of the most high-profile events staged there include university basketball tournaments (e.g. NCAA conference championships), boxing fights, and the World Wrestling Championships.

Selected sports events hosted in Orleans Arena (2009-2019)

YEAR SPORT EVENT

2009 – University Sport West Coast Conference Basketball Tournament

2011 – University Sport Continental Tire Las Vegas Holiday Basketball Invitational

2012 – University Sport Western Athletic Conference Basketball Tournament

2014 Curling World Financial Group Continental Cup

2015 Wrestling UWW World Championships

2016 Curling World Financial Group Continental Cup

2017 Curling World Financial Group Continental Cup

2018 Curling 361˚ World Men’s Curling Championship

2019 Curling World Financial Group Continental Cup

takeholders S

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Stakeholders World Curling Federation (WCF)

Founded in 1966, the World Curling Federation (WCF) is the owner of the World Key objectives Men’s Curling Championship (WMCC). For its flagship event, the federation does not seek a hosting fee; instead it adopts a profit-sharing model which is mutually • Enhance the broadcast beneficial for the host city and the WCF. All television production costs are output for the event covered by the WCF, further enhancing the attractiveness of the event for host cities. • Continue momentum of the bounce generated by the For the WMCC2018, the WCF aimed to enhance the international broadcast of winter Olympic Games and the event, both in terms of quality and quantity. A significant investment was USA men’s curling team gold made in the TV production via World Curling TV, the federation’s in-house host medal broadcaster and production subsidiary. Two games from every draw were produced, a first for the sport. • Learn from the host partners and Las Vegas ‘razzmatazz’ With the event taking place shortly after the conclusion of the winter Olympic to further enhance future Games in PyeongChang where the USA men’s team won the gold medal, it was competitions important to maintain the momentum and interest in the sport and use the bounce effect to maximise exposure. • To continue to “spread the gospel of curling” in the USA The attention and exposure generated from the USA’s team success at the Olympics was a timely happening that complemented the federation’s desire to • Increase coverage of the “spread the gospel of curling” across the nation. sport in Asia

Prior to the success in PyeongChang, the WCF considered curling in the USA as a ‘sleeping giant’, and it developed a strategy to help the sport realise its INTERVIEWS potential in the country. In conjunction with USA Curling, the United States Kate Caithness Olympic Committee, NBC Sports Group and Universal Sports Network, the WCF President developed the concept of Curling Night in America, a made-for-TV curling event World Curling Federation that gave exposure to American curlers, as well as those from other nations. The decision to award the 2018 edition of the world championships to the USA – the Colin Grahamslaw first time that the event was held in the country since the 2008 championships in Secretary General Grand Forks – was another factor that further facilitated this particular objective World Curling Federation of the WCF.

Another market that the WCF has focused on in recent years has been Asia, due Additional interviews conducted to the increase in popularity and development of the sport there, as well as its with WCF staff: hosting of consecutive Winter Olympic Games in 2018 and 2022. A significant consequence of this was the decision to change the qualifying structure to allow Keith Wendorf three teams from its Pacific-Asia Zone to participate in WMCC2018, which Head of Competitions & Development subsequently increased the number of competing nations to 13. Joanna Kelly There has been increased broadcast interest in the sport from the region too, Broadcast Manager which provides additional incentives and benefits for the WCF, including those Cameron MacAllister from sponsorship. The recent announcement of a World Cup Series, another Communications Manager made-for-TV event, will see legs held in China, which, according to the WCF, will only help to further increase the growth of the sport there, but also in Asia as a whole.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Stakeholders World Curling Federation (WCF)

A further objective for the federation was to experience and learn from the Las Vegas ‘razzmatazz’ as the destination is renowned for putting on a good show. By hosting curling’s flagship men’s event in the city, new ideas and opportunities for the sport could be explored and taken in to future events.

The WCF acknowledges that attendance during the initial days of the competition was not as high as it could have been and that the length of the competition (nine days) played a big factor in this.

In terms of marketing the event, the federation does not enter the host market and take the lead on this aspect. This is because it recognises that no one method fits all host destinations and it believes that the local stakeholders are best placed to plan this for their hosting of the event.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Stakeholders Reno Tahoe Winter Games Coalition (RTWGC)

The Reno Tahoe Winter Games Coalition (RTWGC) is a non-profit organisation, Key objectives which was founded in 2003 and is based in Reno, Nevada. Its stated aim is to promote the Olympic Movement throughout Reno and the Lake Tahoe area • Host world championship events (Reno-Tahoe) “by hosting, facilitating and embracing competitions and events in Winter Olympic sports showcasing the region’s ability to be a premier sports destination.” Its ultimate objective is to be selected as the next North American region to host the Winter • Build on the success of the Olympic Games. Continental Cup

While the 1960 edition of the Winter Olympic Games held in Squaw Valley and • Deliver an event that attracts the surrounding Lake Tahoe area helped to transform the location into an fans to Nevada, and who will internationally-renowned winter sports destination, the RTWGC recognises that it want to return needs to build further credibility for its Winter Olympic Games bid, as well as • Deliver a profit on the create revenue streams to sustain the overall project. The successful hosting of WMCC2018 important sporting events, including world championships, demonstrates the capacity to do so, as well as provides the framework and invaluable experience • Gain global exposure as a viable for the staging of future events. host of winter sports events The hosting of the 2014, 2016 and 2017 editions of curling’s Continental Cup • Develop a credible bid to bring a has shown the RTWGC’s ability to stage effective and popular sports Winter Olympic Games for Reno competitions, and has played a large part in the decision by Curling Canada to Tahoe award the 2019 edition to Las Vegas, according to Jon Killoran, CEO of the

RTWGC.

The staging of the WMCC2018 is considered as the next logical step in the process for the RTWGC, both in terms of its plans in the curling world, as well as INTERVIEWS its Olympic Games ambition. The positive publicity and increased attention of Jon Killoran the sport during the Winter Olympic Games in 2018, as well as the gold medal Chief Executive Officer and success of the USA men’s curling team has also further helped increase the value Chairman of the LOC of the event for the RTWGC.

One of the hallmarks of the RTWGC as an event organiser is its proactive approach towards promoting and preparing for its events. In its own words, the RTWGC is “the most aggressive marketer of curling events in the world”, which enables the organisation to label and define the events it promotes and stages. It is one of the few LOCs of a world curling championship to have generated its own promotional content.

Nevertheless, hosting the WMCC2018 presented different and additional logistical issues to the Continental Cup, including lower than expected attendance numbers.

A large reason for the success of the Continental Cup in Las Vegas has been the sizeable contingent of Canadian curling fans who crossed the border, drawn in by the glamour and weather of the city in January, a traditionally cold period of the year for Canada. On the other hand, the hosting of the WMCC2018, a nine- day event taking place several months later, coincided with the recommencement of the Canadian planting season, which deterred a not insignificant proportion of people from attending.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Stakeholders Reno Tahoe Winter Games Coalition (RTWGC)

Other factors deemed to have affected attendance included the election of Donald Trump as US President in November 2016 and his subsequent politics during his first term in office, as well as the Las Vegas shooting in October 2017.

The significant influx of Canadian fans is recognised as hugely important, due to the relatively smaller local interest across the USA by comparison. As a result, while the success of Team USA in PyeongChang may have increased the numbers of American spectators in attendance, it did not overcome the drop in the number of Canadians in attendance when compared to the Continental Cup.

Another key issue for the RTWGC is the financial risks that it assumes in hosting sports events. World championships, in particular, provide an additional challenge, due to the greater cost involved to stage such an event. There are no national sports ministries in the USA to provide funding for the bidding and hosting of sports events, unlike in many other countries.

The RTWGC has, however, been able to rely on significant support from regional and city governing bodies within the state of Nevada, as well as the venue operator Boyd Gaming, which has helped to enhance the RTWGC as an event organiser.

The RTWGC also relies heavily on its volunteers to help with the delivery of its events, which helps to avoid an additional cost of employing people for the event. Many of its volunteer cohort are curling fans with a strong community spirit, with relevant organisation and administration expertise both in curling and non-curling roles.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Stakeholders USA Curling

The hosting of the WMCC2018 in the USA represented the return of the curling Key objectives world championship to the country after an absence of ten years. It followed a long process to identify a suitable host city that would be willing to stage the • Increase the exposure of curling event in a country where the popularity of the sport is relatively small compared to in the USA other sports. While the sport is established in 45 states, it has not been until the success of Team USA at the Winter Olympic Games 2018 that the sport has • Grow the number of members at garnered significant interest in the country. curling clubs in the USA

While the city of Las Vegas had built up a considerable pedigree in staging • Build off the success of Team curling competitions, through its hosting of the 2014, 2016 and 2017 editions of USA at the Winter Olympic the Continental Cup, the event itself was a concept owned by Curling Canada Games 2018 and organised by the Reno Tahoe Winter Games Coalition (RTWGC). Moreover, the purpose of the event was more suited to the sensibilities of Canadians, who • Utilise home advantage for Team were attracted by watching one of their country’s pastimes in favourable climate USA conditions. • Attract sponsors for USA Curling However, the success of the Continental Cup encouraged the RTWGC to bid to stage a bigger curling event – the WMCC 2018. As a result, the RTWGC’s proposition to stage the WMCC 2018 presented USA Curling with an opportunity to become involved with curling’s biggest event, which would align with the federation’s own goals. INTERVIEW The main objectives of USA Curling are similar to those of most national sporting Rick Patzke federations: primarily to increase the exposure of the sport across the nation, Chief Executive Officer and, by association, the number of members at clubs of that particular sport USA Curling throughout the country.

One of the ways that the WMCC2018 could help USA Curling achieve its objectives would be through the success of Team USA, which would build off of the success of PyeongChang 2018 where the men’s team won the gold medal. While a different team was selected to participate at WMCC2018, further Team USA success would drive more attention to USA Curling’s achievements, as well as the sport of curling in general in the country.

Another avenue for gaining publicity for curling in the USA was through media exposure. The WCF secured US coverage for the event through an agreement with NBC, which aired 47 hours of live coverage and 200 hours of total coverage. While the deal was signed before PyeongChang 2018 – i.e. before Team USA won the gold medal – the deal represented the most amount of coverage ever shown on US soil for an edition of the world championship.

The WMCC2018 also presented opportunities to attract sponsors for Team USA, at a time when interest in the sport had never been higher, both domestically in the USA and internationally. While the federation already has deals in place with internationally recognised brands, including Nike and Cheetos, it recognises that its involvement in developing the sport is at present limited to facilitating curling clubs rather than providing direct financial aid. The contribution of partners is seen as a key factor in expanding curling’s reach across the country.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Stakeholders Las Vegas Convention & Visitors Authority (LVCVA)

The Las Vegas Convention and Visitors Authority is the official destination Key objectives marketing organisation of the city. The Authority promotes tourism by securing and supporting conventions, meetings and special events held in the city. It has • Drive domestic and international held a strong relationship with the Reno Tahoe Winter Games Coalition, tourism to the city by hosting TravelNevada and Boyd Gaming for several years. Their shared motivations to sports and championships drive tourism and highlight their capabilities to host world class sports events help • all three organisations achieve their objectives. Support events which best fit the city’s event calendar by The hosting of the WMCC in Las Vegas was an attractive proposition for the offsetting any seasonal drops in LVCVA due to its timing in April, a traditionally slower time for the city in terms tourism numbers of tourism compared to other months in the year. Following on from the success • of the Continental Cup events which also took place at the Orleans Arena in Increase the number of out-of- town visitor room nights being each of 2014, 2016 and 2017 in the month of January, another traditionally quiet generated month, it was recognised that curling events can attract a large number of out- of-town visitors, as well as those from an older demographic with a higher than • Gain exposure for the Las Vegas average disposable income. brand via television broadcast This is particularly relevant to Canadian visitors who overall represent the highest and global media attention proportion of visitors to the city (26% of total). Moreover, while the average length of stay for domestic visitors and international visitors is three nights and five nights, respectively, it was hoped that the duration of the WMCC (nine days) would encourage out-of-town spectators to stay longer. Supporting events INTERVIEW hosted during these quieter periods helps the LVCVA achieve its objective of Lisa Motley helping to keep room occupancy as high as possible all year round. Director of Sports Marketing The Authority also benefitted from global television, online, and press exposure & Special Events thanks to its support of the event. On-ice and in-venue branding helped boost LVCVA the Authority’s profile and highlighted the Las Vegas brand worldwide.

The LVCVA’s strategy went according to plan with minimal issues. An eight-week marketing campaign coordinated with other key stakeholders helped market the event alongside specific event-related stories. The story of the volunteers, for example, was highlighted as they provide a tourism impact of their own, as they pay their own costs to travel and stay in Las Vegas to assist with the event.

The legacy benefits for the LVCVA, having supported the WMCC, revolve around the city’s future hosting of major sports events, particularly with the LA2028 Olympic and Paralympic Games and a future USA winter Olympic and Paralympic Games bid on the horizon. The Authority believes it can utilise the successful hosting of the WMCC to demonstrate its capability to host qualification events for the summer Games. The same applies to the hosting of winter sports events, which, before the Continental Cup, was not an avenue that had previously been considered by the LVCVA. The 2019 Continental Cup was awarded to Las Vegas during the WMCC, which will further enhance the city’s profile as a renowned curling, and potentially an indoor winter sports, destination.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Stakeholders TravelNevada

TravelNevada, the State of Nevada’s division for tourism, is the client-facing body Key objectives which supports and promotes tourism within the state, particularly in rural areas. Its ability to administer grants and funding for events and initiatives that bring • Promote rural tourism across the tourism to Nevada made TravelNevada a perfect partner for the WMCC in Las state of Nevada Vegas. • Use key hubs such as Reno TravelNevada has an urban sponsorship programme which divides events and Tahoe and Las Vegas to promote initiatives into different budget categories based upon the tourism draw of each and drive tourism rurally one. As a long-term partner of TravelNevada, the Reno Tahoe Winter Games Coalition applied for a grant to help fund the WMCC in Las Vegas. • Further increase tourism from Nevada’s number one market, When funding events, TravelNevada acts as a megaphone for the events to not Canada only help market the destination but also to promote in- and out-of-town activities and experiences.

The previous experience of hosting curling events by key stakeholders of the INTERVIEW WMCC allowed partners to maximise their efforts and impact to help achieve both shared and specific objectives. Devon Blunden Marketing Specialist The unique positioning and brand of Las Vegas are an attractive offering for tourists and encourage visitors to stay there, not just for the curling, but for the TravelNevada experience too. With Las Vegas being a hub city, TravelNevada can engage with high volumes of tourists to better advertise the wider-state opportunities.

The legacy of hosting the WMCC comes from repeat visitors who opt to come back to the city and state following their positive experience. This is particularly important as Nevada’s number one market is Canada, whose citizens are renowned and proven to travel to attend curling events. A coordinated use of promotional materials across all stakeholder channels could further help drive interest and attendances at future events held in Las Vegas.

Targeted marketing and communications via social and traditional media have proven to be key to attracting international visitors to the city and state.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Stakeholders Boyd Gaming Corporation

Boyd Gaming Corporation is a casino entertainment company based in the USA. Key objectives As of April 2018, it owned and operated 24 gaming properties across the country, with 12 in Las Vegas alone, of which one is The Orleans Hotel & Casino (The • Ensure the hosting of a safe and Orleans). Within the property are various entertainment and dining options, as enjoyable sporting event well as The Orleans Arena, a 9,500-seat venue that annually stages a variety of conference, music and sports events, and which hosted the WMCC2018. • Provide for visitors a wide offering of activities within the The hosting of events forms an important part of Boyd Gaming’s revenue overall property of The Orleans strategy, as it acts as a driver to attract customers to use other facilities on-site. to encourage people to remain The concept of The Orleans as an all-in-one property with an extensive and on-site during their stay convenient offering of activities means that attendees can effectively not have to • leave the campus during their stay, thus increasing the overall potential income Make a profit from its investment in staging the WMCC2018 generated from staging an event in The Orleans Arena. At the same time, its location off of the Las Vegas Strip allows The Orleans to present itself as a more economically viable alternative for event owners and organisers looking to host events in the city. INTERVIEW The Orleans thus represented a very suitable partner for the Reno Tahoe Winter Games Coalition (RTWGC) to stage the first edition of the Continental Cup Rex Berman outside of Canada, in 2014. This event was considered a success for Boyd Executive Director Gaming, which saw a six-fold increase from the original estimate of 200 rooms The Orleans Arena per night reserved for the event. It encouraged Boyd Gaming to continue its support for future curling events, including the 2016 and 2017 editions of the Continental Cup, as well as the WMCC2018. Tyler Baldwin Director of Booking & Events While the hosting of curling events was a new business strategy for Boyd The Orleans Arena Gaming, the typical type of visitors that would attend meant that it was a new approach worth adopting. Moreover, in addition to working with the RTWGC to arrange the best curling competition possible, it was willing to accommodate other activities outside of the curling competition itself to make curling in Las Vegas a unique experience for attendees.

These included the Parade of Nations – where the athletes walked through the hotel and casino area to the arena – and the Pool Patch, which allowed spectators to interact with players and enjoy the favourable weather conditions, while still remaining within the grounds of the overall property and therefore encouraging them to spend money there.

While it was expected that the WMCC2018 would generate a similar number of unique attendees as the Continental Cup, it had been hoped that the overall attendance and room occupancy would be higher than what actually transpired, not least because of the greater number of draws required for a world championship. However, this could be largely explained by factors outside of the control of the organisers. These included the Canadian plantation season, the Las Vegas shooting of October 2017, as well as the longer nine-day format of the competition, which offered a different and more expensive proposition to the usual five nights stayed by visitors to the Continental Cup.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Stakeholders Infront Sports & Media AG

Infront Sports & Media is a sports marketing company which manages the Key objectives distribution of media rights, sponsorship, media production, event operation and digital solutions for an extensive portfolio of sports properties. The WCF and • Maximise exposure for the sport Infront first partnered in 2008 and have worked together to promote and develop and its commercial partners the sport globally. Infront is the exclusive media and marketing partner of the WCF and has worked with the federation to increase the broadcast footprint and • Establish long-term interest in attractiveness of the sport for both fans and commercial partners. the sport

Infront works with the WCF on a commissions-based agreement whereby • Generate additional value for commercial and broadcast partners are sought for the sport. commercial partners

The partnership was extended for a further four years during the WMCC2018, allowing Infront to continue to develop the sport through to the Beijing 2022 Olympic Winter Games. INTERVIEW The outlook for the sport is considered very positive thanks to the growing popularity of curling within the Olympic Games and within USA due to the men’s Andreas Biffiger teams gold medal performance at PyeongChang 2018. It is believed that Beijing Director, Winter Sports 2022 will further enhance the sports profile, particularly in Asia. Infront Sports & Medias

SPONSORSHIP

The sponsorship structure and inventory is agreed upon by Infront and the WCF within the scope of their partnership.

The commercial programme consists of three tiers of sponsorship:

1) Title Sponsor 2) Presenting Partner 3) Main Sponsor

These sponsors receive ‘outstanding’ exposure via television broadcasts thanks to curling’s unique field of play. On-ice, field of play hoarding, television graphic and digital branding all provide visibility to large audiences. The brand exposure and visibility provided by curling is one of the greatest of any sport, according to Infront, making curling an attractive proposition for commercial partners.

In the current set-up, there is no inventory left to attract new sponsors. The ice is already well-filled with brand logos and exclusivity is key to maximising the value of this branding. If further branding was added to the sheets, sponsors would be crowded out and the value of the inventory would decrease.

The value of curling sponsorship inventory is ultimately driven by coverage hours, audience and visibility.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Stakeholders Infront Sports & Media AG

MEDIA

The strategy for media focusses on exposure rather than securing large rights fees. Media and marketing rights are heavily interlinked and rely upon one another to grow.

The key objectives for Infront in terms of media rights are to maximise the exposure the sport receives globally, as well as achieve long-term interest and engagement for the sport which in turn generates additional value for commercial partners.

Infront’s strength lies in its ability to bundle inventory. When selling inventory for other high-profile properties within its portfolio, Infront can stipulate the requirement for additional broadcasts to be included within rights deals, ensuring coverage for all of its properties. For example, a broadcaster may primarily wish to air ice hockey coverage but would additionally commit to airing coverage from another of Infront’s properties in order to secure the rights. This benefits all parties as the broadcaster has access to more content whilst the sport receives greater coverage and exposure.

Organisation

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Organisation Overview Reno Tahoe Winter Games Coalition

The WCF announced that Las Vegas had been awarded the WMCC2018 on 5 November 2015. The successful bid followed a record-setting World Financial Group Continental Cup in January 2014 for which 51,215 spectators attended. Key dates

The Reno Tahoe Winter Games Coalition (RTWGC), the official organising Jan 2013 Las Vegas awarded committee for the event, assembled an organising committee which drew upon 2014 Continental Cup the experience of staff who had worked at previous Continental Cups and other Jan 2015 Las Vegas awarded major sporting events across the world. 2016 Continental Cup Nov 2015 Las Vegas awarded Staff were appointed to manage functional areas with a specific set of WMCC2018 responsibilities, sometimes across more than one area. Many of the staff Feb 2016 Las Vegas awarded members volunteered their time and received accommodation and travel costs 2017 Continental Cup in return. Apr 2018 Las Vegas awarded 2019 Continental Cup

LOC organisation chart

Chairman

Financial Secretary Manager

Venue Transport Volunteer Accommodation Media / Logisitcs PR Accreditation Marketing Competition Manager Coordinator Manager Manager Hosting Manager Manager Manager Manager Manager

Catering Ceremonies Ticketing Website

Construction & Security Decoration

Local Ice Technician

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Organisation Broadcast World Curling Television (WCTV)

World Curling Television (WCTV) is the in-house television production subsidiary Key objectives of the World Curling Federation (WCF). The WCF covers all costs relating to television production at its flagship events because of the importance of the • To enhance the television broadcast product to the sports future growth and development. broadcast production of the world championships Television interest was known well in advance of the WMCC2018 and the production was the largest to date for a WCF event. • Produce live television coverage for two sheets per draw, WCTV conducted a survey of its broadcasting partners in order to plan the event reaching a maximum of six effectively. Broadcasters were asked to identify their broadcasting preference sheets per day in total, a first for according to a provisional schedule of play containing numbers instead of teams. the sport The broadcasters could then select the broadcasting which best fitted their own schedule and time zone. The WCF then matched teams to numbers in order to guarantee good match-ups during the preferred slots identified by broadcasters.

As well as scheduling, framing for sponsorship exposure is also an important INTERVIEW consideration pre-event. Again, a survey for preference was conducted ahead of the event in order to best meet the needs of commercial partners and the Joanna Kelly broadcast production. Broadcast Manager World Curling Federation It is believed that retaining the host broadcast and production role in-house provides better expertise in the production for curling. WCTV works in partnership with national partners in order to maintain the consistent and high- quality standard of production required for the sport.

NBC Sports Network, the pay-television sports broadcaster, is a long-term partner of the WCF and provided WMCC2018 coverage live on television and over-the-top via the Olympic Channel in the USA.

Similarly, TSN, the subscription sports broadcaster, is a long-term partner of the WCF in Canada.

In total, 13 broadcasters secured rights to the WMCC2018 as part of the WCF’s exclusive media and marketing rights partnership with Infront Sports and Media.

Further detail on the WCTV television production set up for the WMCC2018 is available in the Media chapter.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Organisation Volunteering Reno Tahoe Winter Games Coalition (RTWGC)

Volunteering formed a key role in the output of the RTWGC at the WMCC2018. Key objectives The volunteers enrolled held valuable expertise and knowledge required to help run the event, as well as the necessary maturity, reliability and enthusiasm too. • Build a volunteer team large enough and capable enough to In total, there were 14 different types of roles available for volunteers to support the delivery of the event contribute to the event, ranging from officials responsible for the technical running of the competition to in-venue functions including assisting with • Ensure that volunteers are ceremonies and selling merchandise and 50/50 tickets, as well as positions trained sufficiently to carry out related to the running of the pool and evening patches. their tasks

The focus on the recruitment of volunteers was primarily based on people who • Provide a fun environment for had previous volunteering experiences at the Las Vegas editions of the volunteers to contribute and Continental Cup. The return of familiar faces at the WMCC2018 was testament enjoy WMCC2018 to their positive experiences at those RTWGC-organised events.

The RTWGC was also proactive in its efforts to attract new volunteers, with potentially different and additional expertise. This included attending the INTERVIEW WMCC2017 in Edmonton, and approaching USA curling clubs. Ultimately, with the event held in the USA, it was recognised that there was a great opportunity Anne Cribbs to develop a dedicated curling volunteering corps and enable knowledge Volunteer Manager transfer for the delivery of future events, both of which were successful models Reno Tahoe Winter Games Coalition for curling events held in Canada.

The role of ice technicians was one example of knowledge transfer. Although ice technicians at the WMCC2018 were accredited separately from the volunteers, they were originally recruited as volunteers. At the first Las Vegas edition of the Continental Cup (2014), there were just two ice technicians hailing from the USA, with the rest from Canada. However, at the WMCC2018 this trend was reversed and all but two ice technicians at the event were from the USA.

While WMCC2018 volunteers had to pay for their own travel and accommodation arrangements as well as food and drink when not on shifts, the pride, respect and appreciation deriving from their volunteering efforts are worth their involvement and contribution to the event, according to Anne Cribbs, the volunteer manager. Additionally, their passion for the sport, the family feel of curling events, and also the accessibility and interaction between players and fans made it a favourable investment.

In terms of their output, volunteers were required to work at least 30 hours. Based on the 153 volunteers in attendance, this equated to a minimum of 4,590 volunteer hours. The RTWGC calculated that a typical volunteer hour is worth $27 on average, meaning that the minimum value of the contribution of volunteers was $123,930, although the true value of their contribution to the event was likely to be worth much more than this.

Economic

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Economic Attendance Overview

The total attendance of the WMCC2018 was 74,829. There were a total of 51,823 Attendance – WMCC2018 Overview tickets sold and 23,006 complimentary tickets distributed. Tickets were sold for individual draws, as part of multi-draw packages and as part of accommodation Ticketed attendance 74,829 plus ticket packages. Accredited attendance 652 (unique) In addition to the competition arena, spectators and accredited participants also had the opportunity to attend the Opening Ceremony, ‘Pool Patch’, ‘Evening Patch’ and Farewell Dinner. Ticketing – WMCC2018 Overview

There were 652 accredited event participants, consisting of athletes, officials, Tickets distributed 74,829 organising committee staff, WCF staff, television production staff, contractors, Public sale 51,823 volunteers, VIPs, guests and sponsors. Event stakeholders and sponsors were provided with VIP box access which was organised by the organising committee. Complimentary tickets 23,006

When compared with the data available on previous editions of the event, the WMCC2018 broke all previous attendance records outside of Canada. Accredited participants – WMCC2018 Overview The all-time attendance record was set in 2007 when the championship was held in Edmonton, Canada. That event welcomed 184,970 spectators over nine days. Athletes 65 Team Officials 43 EDITION HOST CONTINENT ATTENDANCE Technical Officials 13 2007 Edmonton, Canada North America 184,970 WCF Staff, Board, Contractors 22 2008 Grand Forks, USA North America 51,731 WCTV 102 2009 Moncton, Canada North America 78,470 LOC Staff & Contractors 22 2010 Cortina d'Ampezzo, Italy Europe 40,000* 2011 Regina, Canada North America 99,445 Accredited Media 60 2012 Basel, Switzerland Europe 45,000 Venue Staff 41 2013 Victoria, Canada North America 60,382 Guests, Observers, Sponsors 91 2014 Beijing, China Asia 35,000 Volunteers 193 2015 Halifax, Canada North America 65,000 TOTAL 652 2016 Basel, Switzerland Europe 49,300 NB: Not all accredited participants attended 2017 Edmonton, Canada North America 85,214 WMCC2018 2018 Las Vegas, USA North America 74,829 * estimated Ticketed attendance at the WMCC (2007-2018)

Ford Men's World Curling Championships 2007 184,970 Men's World Curling Championships 2008 51,731 Ford World Men’s Curling Championship 2009 78,470 Capital One World Men's Curling Championship 2010 40,000* Ford World Men's Curling Championship 2011 99,445

World Men's Curling Championship 2012 45,000 Canada Ford World Men's Curling Championship 2013 60,382 CPT World Men's Curling Championship 2014 35,000 Outside of Canada Ford World Men's Curling Championship 2015 65,000 World Men's Curling Championship 2016 49,300

Ford World Men's Curling Championship 2017 85,214 361˚ World Men's Curling Championship 2018 74,829 0 25,000 50,000 75,000 100,000 125,000 150,000 175,000 200,000

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Economic Attendance Ticketing

There were a total of 74,829 tickets distributed for the World Men’s Curling Complimentary tickets distributed Championship 2018. Tickets were sold for individual draws, as part of multi-draw packages and as part of accommodation plus ticket packages. A number of DAY TICKETS complimentary tickets were also distributed by organisers. Single Tickets 1,901 A pre-sale for ticket packages was launched following extensive market research Opener Package 176 conducted by the RTWGC. The organisers wanted to reward loyal fans who had Closer Package 636 attended previous Continental Cups in Las Vegas and the pre-sale was deemed Full Package 7,550 a success. Unassigned 12,743 TOTAL 23,006 Following some technical issues with ticketing provider, Ticketmaster, the public sale of ticket packages commenced on 12 January 2018.

Once the official competition schedule had been finalised and announced, single draw tickets were made available from 18 January 2018.

Ticket prices ranged between $25 and $35 for single draw tickets. The opening draws of the Round Robin competition were $25, with the play-off round and semi-finals priced at $30, and the bronze and gold medal draws priced at $35.

Total individual ticket sales by day (excl. complimentary and package tickets)

1,400 1,282 1,220 1,200 1,117 946 1,000 923 928 759 773 800 600 493 400 200 0 Sat 31 Sun 1 Mon 2 Tue 3 Wed 4 Thu 5 Fri 6 Sat 7 Sun 8

Thursday 5 April was the most successful day for individual ticket sales. The evening session included Canada vs USA. The session was the second most successful in terms of tickets sales after the gold medal game.

The home team upset the odds to beat Canada 6-5 in a result which helped them reach the play-off round where they would eventually meet Canada once again, this time losing 6-4. Despite the rematch, ticket sales were disappointing (297 individual sales) and weren’t helped by the 08:30 start on the morning of Saturday 7. Had the fixtures been known earlier, a larger audience would have undoubtedly attended the play-off games.

The gold medal game between Canada and Sweden attracted 997 individual sales in addition to the 223 sales from the bronze medal game between Scotland and Korea earlier in the afternoon. This made Sunday the second most successful day with 1,220 individual ticket sales in total.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Economic Attendance Ticketing – Overview

Total individual ticket sales by day

PLAYING SCHEDULE SINGLE SINGLE COMP. TOTAL COMP. TICKETS TICKETS SOLD TICKETS INC. TICKETS DATE DRAW TIME SHEET A SHEET B SHEET C SHEET D TICKETS SOLD INC. PACKAGES PACKAGES DISTRIBUTED Sat 31 M1 1330 SWE v GER NED v KOR CHN v SUI RUS v CAN 348 1,668 694 1,012 2,680 Mar M2 1830 NOR v ITA USA v JPN CAN v SCO SWE v SUI 575 1,895 524 842 2,737 M3 0830 RUS v CHN NOR v GER JPN v KOR USA v NED 67 1,387 10 328 1,715 Sun 1 M4 1330 KOR v USA SCO v ITA NED v SWE JPN v NOR 161 1,481 19 337 1,818 Apr M5 1830 SCO v SWE CAN v SUI ITA v RUS CHN v GER 531 1,851 19 337 2,188 M6 0830 JPN v NED NOR v USA 37 1,357 8 326 1,683 Mon 2 M7 1330 ITA v CAN KOR v CHN SUI v GER SCO v USA 409 1,729 15 333 2,062 Apr M8 1830 GER v NED RUS v NOR CHN v JPN KOR v SWE 47 1,367 18 336 1,703 M9 0830 JPN v RUS GER v SCO KOR v CAN SUI v ITA 158 1,478 12 330 1,808 Tue 3 M10 1330 CHN v NOR USA v SWE SCO v NED CAN v JPN 508 1,828 22 340 2,168 Apr M11 1830 SUI v KOR CHN v ITA SWE v NOR GER v RUS 107 1,427 13 331 1,758 M12 0830 SWE v ITA NOR v CAN USA v RUS KOR v SCO 491 1,536 23 325 1,861 Wed 4 M13 1330 USA v GER SUI v RUS JPN v ITA NED v CHN 132 1,177 12 314 1,491 Apr M14 1830 NED v CAN SCO v JPN GER v KOR NOR v SUI 323 2,554 30 385 2,939 M15 0830 NOR v SCO SWE v CHN NED v SUI ITA v KOR 39 2,270 20 375 2,645 Thu 5 M16 1330 GER v JPN ITA v USA CAN v CHN SWE v RUS 309 2,540 21 376 2,916 Apr M17 1830 CAN v USA NED v NOR RUS v SCO SUI v JPN 934 3,165 47 402 3,567 M18 0830 SCO v SUI CAN v SWE ITA v GER USA v CHN 519 2,750 35 390 3,140 Fri 6 M19 1330 JPN v SWE CHN v SCO KOR v NOR RUS v NED 90 2,321 35 390 2,711 Apr M20 1830 ITA v NED RUS v KOR SUI v USA GER v CAN 319 2,550 65 420 2,970 Play-Offs 0830 CAN vs USA KOR vs NOR 297 2,528 42 397 2,925 Sat 7 SF1 1330 SWE vs KOR 275 2,506 32 387 2,893 Apr SF2 1830 CAN vs SCO 545 2,776 51 406 3,182 Sun 8 Bronze Medal match 1200 SCO vs KOR 223 2,454 61 416 2,870 Apr Gold Medal Match 1700 CAN vs SWE 997 3,228 73 428 3,656 Unassigned complimentary tickets 0 0 12,743 12,743 12,743 TOTALS 8,441 51,823 14,644 23,006 74,829

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Economic Financials

The operating expenditure of the Reno Tahoe Winter Games Coalition totalled Income was successfully generated via $1.31 million, slightly less than the budgeted $1.48 million. Revenue was also sponsorship, hotel room commissions slightly less than anticipated at $1.40 million, compared to the budgeted $1.615 and volunteer fees. million. The event therefore made an operating profit of $90,030. The sponsorship programme in RTWGC profit and loss statement (budget vs actual) particular raised $55,500 more than anticipated, this helped to offset other

areas of the budget. BUDGET ACTUAL Tickets $ 1,250,000 $ 961,452 Ticket sales underperformed by almost Sponsorship $ 135,000 $ 190,500 $0.3 million. This can be explained by Merchandise $ 110,000 $ 82,782 the length of the competition (nine Hotel Room Pick-up (Arena Rebate) $ 25,000 $ 15,000 days) and the time of year it took place Hotel Room Commissions $ 60,000 $ 73,326 (March-April). The Continental Cup, for Arena Rent Credit $ - $ 17,000 which many of the LOC’s budgetary Suite Sales $ - $ 30,000 assumptions were made, takes place in WCF Grant $ 15,000 $ 15,000 in January, a popular time for Canadian Volunteer Fees $ 20,000 $ 15,700 tourists to visit Las Vegas, therefore Total income* $ 1,615,000 $ 1,400,760 helping that event achieve the ticket Event Coordination $ 100,000 $ 93,600 sales it did. Per Diems paid by LOC $ 45,000 $ 41,774 Reimbursable Expenses $ 25,000 $ 32,960 The numbers had a knock-on effect on Merchandise $ 60,000 $ 50,607 merchandise and hotel room rebates Ticket Sales Marketing $ 45,000 $ 45,000 which also did not bring in as much Ticket Sales Bonus Commission $ 50,000 $ 43,265 revenue as initially thought. Sponsorship Fulfilment $ 13,000 $ 13,548 Marketing $ 160,000 $ 169,299 In terms of expenditure, the LOC Production & Media $ 30,000 $ 29,593 managed to make significant cost Travel $ 7,000 $ 9,089 savings on decorations, catering and Location Fees $ 1,000 $ - lounges thanks to its pre-existing City Site Licensing $ 250 $ - relationship with the venue operator. Site Barriers $ 1,000 $ - Audio/Visual $ 2,500 $ - A number of miscellaneous expenditure Signage $ 2,000 $ - items were also managed effectively Promotional Cards $ 2,000 $ 3,589 with the likes of ceremonies, local and Publications $ 34,000 $ 13,107 celebrity travel costing less than Smartbug Listening Devices $ 40,000 $ 27,000 anticipated. Street Curling Shipping $ 1,000 $ 1,738

Hospitality $ 63,500 $ 39,242 Security expenses cost the LOC a Venue $ 434,488 $ 461,193 significant unanticipated sum of money Decorations $ 29,000 $ 10,144 at almost $35,000 whilst venue rental Construction $ 16,500 $ 9,567 and staffing also cost more than was Catering $ 83,000 $ 42,306 Lounges $ 90,500 $ 77,417 originally budgeted for. Volunteers $ 24,500 $ 21,807 Miscellaneous $ 119,000 $ 74,885 Total expenditure $ 1,479,238 $ 1,310,730 PROFIT/LOSS $ 135,762 $ 90,030

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Economic Economic Impact Direct Impact – Total

The economic impact is calculated using local organisational spend and direct visitor spend generated as a result of Las Vegas hosting the event. These impacts are to come from outside the city of Las Vegas, either from overseas or other parts of the USA.

ORGANISER SPEND

Based on analysis of expenditure and revenues of the Reno Tahoe Winter Games Coalition, and the operational event budget of the World Curling Federation, it is estimated that there was an organiser surplus spend of $0.73 million for the local economy.

TOURISM SPEND

An estimated $8.17 million of tourism spend was generated by spectators ($7.44 million) and accredited persons ($0.73 million) attending the WMCC2018.

TOTAL DIRECT ECONOMIC IMPACT

The total direct economic impact of the WMCC2018 is estimated to be $8.90 million, based on a direct tourism spend of $8.17 million and an event organiser surplus spend of $0.73 million.

Tourism

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Tourism Overview

The analysis in this section looks at the tourism impact generated by spectators Methodology and accredited persons who attended the World Men’s Curling Championship 2018. The tourism study was conducted between March-May 2018 by A tourism survey was used to assess the spectator tourism impact, from which Sportcal in collaboration with Sport the answers by respondents were analysed and extrapolated. MR and a team of volunteers Spectators were categorised in to different groups based on their place of origin: organised by the LOC. within Las Vegas; other USA; and from overseas. The process consisted of short The results of the survey suggest that there were 4,705 unique attendees at the intercept surveys at the event, WMCC2018, of which 95.1 per cent were visitors to Las Vegas. followed by a more extensive online survey. Additionally, the online The total tourism spend generated by 4,474 spectators at the WMCC2018 was survey was sent to ticket-buyers by calculated to be $7.44 million, of which the tourism spend alone in Las Vegas the LOC. was estimated at $6.79 million. More than 1,000 intercepts were Out of the 652 accredited persons registered for the event, 534 were considered achieved at the event with over 850 to be non-local, generating a tourism spend of $0.73 million. people completing the online survey.

The total tourism spend was calculated to be $8.17 million, based on the spend by spectators and accredited persons.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Tourism Spectator Survey Demographic Profile and Origin

Origin of spectators

• 71.3 per cent of attendees were from Canada, highlighting the tourism draw of the event hosted in Las Vegas • 4.9 per cent came Las Vegas and 19.9 per cent from other parts of USA • 3.9 per cent came from overseas and out-with Canada 4.9%

19.9% Las Vegas 4.9%

Other US 19.9%

Canada 71.3% 75.2% Other International 3.9%

Resident US visitor Foreign visitor Age and gender profile of spectators

• The gender split of adult fans was 54 per cent female and 46 per cent male, whilst the age profile had a high concentration of over 54-year old’s • When compared to the USA population, this event had significantly more appeal to an older audience • Comparatively fewer people aged under 55 were in attendance

16-24 1% 16%

25-34 6% 17%

35-44 6% 17% 46% 54% 45-54 14% 18%

55-64 33% 15%

65+ 40% 17%

0% 10% 20% 30% 40% 50% Male Female WMCC2018 US population

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Tourism Spectator Survey Attendance

With whom did spectators attend the WMCC2018?

• Given the age skew to older people who are more likely to be empty nesters, the most common companions were spouse/partner or friends

Friends 37%

Other family members 20%

Children aged under 16 2%

Curling Club 1%

Spouse/Partner 71%

Other 2%

Spectator group size at WMCC2018

• Seven per cent of people attending did so on their own • The most common party size was two with 43 per cent of people attending as a pair • Those who were from Las Vegas attended in smaller groups, whilst international spectator groups were slightly larger • Those staying at the Orleans Hotel and Casino had an average party size of 3.4, whilst for those staying elsewhere it was 3.2

Las Vegas 2.6

Other US 3.1

International 3.4

Average 3.3

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Tourism Spectator Survey Accommodation

Where did spectators stay during the WMCC2018?

• 94 per cent of spectators stayed in paid accommodation in Las Vegas whilst attending the WMCC2018 • 3 per cent stayed in their own mobile home, a statistic which is backed by anecdotal evidence of travelling Canadians who leave Canada during the winter, some of which opted to attend the event on their route home • Just one per cent of spectators stayed in paid accommodation outside of Las Vegas

Paid accommodation in Las Vegas 94%

With friends/family in Las Vegas 2%

Paid accommodation outside Las 1% Vegas

Own mobile home 3%

Type of accommodation

• 56 per cent of visitors stayed in the official event hotel, the Orleans Hotel & Casino • Those staying at the official hotel were more likely to be female (58%), whilst those staying at other hotels were split equally by gender • 31 per cent opted to stay in a different hotel

3% Orleans Hotel & Casino 3% 7%

Other hotel

Rented private house /

31% 56% apartment / Airbnb Camping, caravans or tents

Other

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Tourism Spectator Survey Accommodation

Number of nights in paid accommodation

• 50 per cent of respondents stayed for one week or more when attending the WMCC2018 • The largest proportion of respondents stayed for 10+ nights (30%) • The second largest share stayed for 5-6 nights (26%) which was also the length of stay offered in the ticket plus accommodation packages for either the first half or second half of the event • Only a small number of respondents stayed for less than three nights (7%)

7% 10+ nights 16% 30% 9 nights 7-8 nights 5-6 nights 3-4 nights 5% 1-2 nights 26% 15%

Average number of nights stayed in Las Vegas in paid accommodation

• The average number of nights stayed in Las Vegas was 7.1, with international visitors more likely to stay longer (7.7 nights)

US 4.7

International 7.7

Average 7.1

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Tourism Spectator Survey Reasons for Attending / Previous Visits

Reasons for attending the WMCC 2018

• The vast majority of visits to Las Vegas were triggered by the WMCC2018 specifically rather than a desire to see the city and take in the event whilst there • The WMCC2018 was the main reason to visit for 78% of people. This figure was 94% amongst those staying at the Orleans Hotel & Casino and 59% for those staying in other hotels

9% The main reason to 12% visit One of several reasons

Secondary reason 78%

Breakdown of Las Vegas visitors

• The vast majority of visitors to Las Vegas had visited previously • Those aged 16-24 were more likely to be visiting for the first time but even within that small demographic 75% of this age group had visited before

13%

First visit to Las Vegas

Previously visited Las Vegas

87%

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Tourism Spectator Spend Tickets

Tickets and people

A total of 51,823 tickets were sold for the WMCC2018, either present at the event, the average number of draws attended as single draw tickets or as part of a package. Based on the each day, and the number of spectators purchasing a ticket tourism study, it is estimated that 98 per cent of tickets were only or a ticket plus accommodation package, which would bought by visitors to the city of Las Vegas. Around 14 per enable them to access all draws of the competition on cent of tickets were purchased by visitors from elsewhere in specific days. The total ticketing revenues achieved by the USA whilst 2 per cent were purchased by residents of Las organisers has also been taken in to account. Vegas. From the estimated unique attendance of 4,705, 95.1 per Based on this analysis, it is estimated that 4,705 unique cent of spectators came from outside the city of Las Vegas. individuals attended the WMCC2018, attending the event Spectators residing in Las Vegas amounted to 4.9 per cent, for 5.1 days on average. whilst spectators from elsewhere in USA amounted to 19.9 This has been calculated by considering the average per cent. The remaining 75.2 per cent came from overseas. number of days that respondents indicated that they were

VISITORS TO TOTAL LAS VEGAS OTHER USA OVERSEAS LAS VEGAS Percentage of tickets purchased 100% 2% 14% 84% 98% No. of days attended per person 5.1 1.9 3.6 5.7 5.3 No. of days attended 24,014 436 3,401 20,176 23,578 No. of people attended 4,705 231 934 3,540 4,474

Totals may not add up as individual figures have been rounded up.

Spend on tickets

The total gross spend on tickets was $0.96 million according Visitors from outside Las Vegas were calculated to have to data provided by the local organising committee. spent $0.94 million on tickets.

VISITORS TO TOTAL LAS VEGAS OTHER USA OVERSEAS LAS VEGAS Average ticket spend per person per day USD 40.04 USD 44.1 USD 39.60 USD 40.00 USD 40.00 TOTAL SPEND ON TICKETS USD 0.96m USD 0.02m USD 0.14m USD 0.81m USD 0.94m

Totals may not sum as individual figures have been rounded up.

Breakdown of spectator spend

On the following pages, the breakdown of spectator spend The analysis excludes spectator spend on tickets as this at the venues, in the host city and in the USA outside Las spend has already been captured within the organising Vegas is provided. committee’s financial budget and involves a complex breakdown due to the revenue share agreement between The estimations are based on the tourism study and the Boyd Gaming and the RTWGC. declared expenditure.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Tourism Spectator Spend Venue Orleans Hotel & Casino and Orleans Arena

Breakdown of spectator spend in venue by type

Based on the spectator survey, it is estimated that close to In total, spectators spent an estimated $2.08 million, with $1.4 million was spent on food and drink at the Orleans Hotel 99.4 per cent of this spend came from out-of-town visitors. & Casino and Orleans Arena throughout the nine days of Out with the below figures, visiting spectators reported a competition. total spend on gambling activities worth $1.17 million at the Orleans Hotel & Casino.

AT VENUE TOTAL LAS VEGAS OTHER USA OVERSEAS VISITORS

No. of people eating and drinking 4,313 171 850 3,292 4,142 Average spend per person per day USD 63.00 USD 33.89 USD 51.30 USD 65.43 USD 63.43 No. of days people eating & drinking 22,182 323 3,095 18,764 21,859 Spend on eating & drinking at venue USD 1,397,457 USD 10,942 USD 158,779 USD 1,227,736 USD 1,386,515 No. of people buying merchandise 2,189 30 495 1,664 2,159 Average spend per person USD 128.75 USD 34.95 USD 95.55 USD 140.32 USD 130.05 Spend on merchandise at venue USD 281,815 USD 1,049 USD 47,319 USD 233,447 USD 280,766 No. of people paying for transport 2,045 18 505 1,522 2,027 Average spend per person per day USD 32.00 USD 30.69 USD 29.55 USD 32.52 USD 32.00 No. of transport journey days 10,547 35 1,837 8,676 10,513 Spend on transport to venue USD 337,484 USD 1,071 USD 54,273 USD 282,140 USD 336,413 No. of people paying for car parking 198 0 56 142 198 Average spend per person USD 6.87 USD 0.00 USD 3.68 USD 8.13 USD 6.87 Spend on car parking around venue USD 1,357 USD 0 USD 206 USD 1,151 USD 1,357 No. of people with ‘other’ spend 287 9 65 212 278 Average spend per person USD 226.66 USD 14.97 USD 178.95 USD 250.56 USD 233.70 Other Spend at venue USD 65,058 USD 138 USD 11,705 USD 53,215 USD 64,920 TOTAL SPEND AT VENUE USD 2,083,172 USD 13,200 USD 272,283 USD 1,797,689 USD 2,069,972

Totals may not sum as individual figures have been rounded up. Figures here do not include accommodation spend at the Orleans Hotel; all accommodation spend is attributed on the following page.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Tourism Spectator Spend City Las Vegas

Breakdown of spectator spend in the city of Las Vegas, outside of the Orleans Hotel & Casino and Orleans Arena, by type

IN CITY TOTAL LAS VEGAS OTHER USA OVERSEAS VISITORS

No. of people in paid accommodation 4,166 866 3,300 4,166 Average length of stay 6.9 4.4 7.6 6.9 Bed nights 28,745 3,824 24,921 28,745 Average spend per night per person USD 81.44 USD 78.67 USD 81.86 USD 81.44 Spend on paid accommodation in LV USD 2,340,958 USD 300,830 USD 2,040,128 USD 2,340,958 No. of people eating and drinking 3,855 766 3,089 3,855 Average spend per person per day USD 54.14 USD 66.69 USD 52.32 USD 54.14 Average length of stay 7.1 4.5 7.7 7.1 No. of days people eating & drinking 27,342 3,461 23,881 27,342 Spend on Eating & Drinking in LV USD 1,480,262 USD 230,792 USD 1,249,470 USD 1,480,262 No. of people paying for transport 1,376 182 1,194 1,376 Average spend per person per day USD 11.92 USD 20.99 USD 11.11 USD 11.92 No. of public transport journeys days 10,051 824 9,227 10,051 Spend on public transport in LV USD 119,806 USD 17,295 USD 102,510 USD 119,806 No. of people hiring a car 1,344 255 1,088 1,344 Average spend per person USD 131.61 USD 123.31 USD 133.56 USD 131.61 Spend on car hire in LV USD 176,827 USD 31,470 USD 145,356 USD 176,827 No. of people visiting tourist locations 1,808 228 1,580 1,808 Average spend per person USD 232.62 USD 211.15 USD 235.72 USD 232.62 Spend visiting tourist locations in LV USD 420,510 USD 48,114 USD 372,396 USD 420,510 No. of people with ‘other’ spend 592 100 492 592 Average spend per person USD 305.56 USD 304.83 USD 305.70 USD 305.56 Other Spend in LV USD 180,814 USD 30,563 USD 150,252 USD 180,814 TOTAL SPEND IN LAS VEGAS USD 4,719,177 USD 0 USD 659,065 USD 4,060,112 USD 4,719,177

Totals may not sum as individual figures have been rounded up.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Tourism Spectator Spend Nation USA

Breakdown of spectator spend in USA, outside of Las Vegas, by type

OUTSIDE CITY, IN USA TOTAL LAS VEGAS OTHER USA OVERSEAS VISITORS

No. of people in paid accommodation 458 458 458 Average length of stay 6.5 6.5 6.5 Bed nights 2,989 2,989 2,989 Average spend per night per person USD 97.91 USD 97.91 USD 97.91 Spend on paid accommodation in USA USD 292,678 USD 292,678 USD 292,678

No. of people eating and drinking 628 628 628 Average spend per person per day USD 49.89 USD 49.89 USD 49.89 No. of days people eating & drinking 4,100 4,100 4,100 Spend on Eating & Drinking in USA USD 204,526 USD 204,526 USD 204,526

No. of people paying for transport 131 131 131 Average spend per person per day USD 17.79 USD 17.79 USD 17.79 No. of public transport journeys days 854 854 854 Spend on public transport in USA USD 15,194 USD 15,194 USD 15,194

No. of people paying for car parking 78 78 78 Average spend per person USD 13.79 USD 13.79 USD 13.79 Spend on car parking in USA USD 1,082 USD 1,082 USD 1,082

No. of people hiring a car 144 144 144 Average spend per person USD 269.28 USD 269.28 USD 269.28 Spend on car hire in USA USD 38,742 USD 38,742 USD 38,742

No. of people visiting tourist locations 288 288 288 Average spend per person USD 170.82 USD 170.82 USD 170.82 Spend visiting tourist locations in USA USD 49,152 USD 49,152 USD 49,152

No. of people with ‘other’ spend 105 105 105 Average spend per person USD 497.96 USD 497.96 USD 497.96 Other spend in USA USD 52,103 USD 52,103 USD 52,103

TOTAL SPEND IN USA USD 653,477 USD 0 USD 0 USD 653,477 USD 653,477

Totals may not add up as individual figures have been rounded up.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Tourism Spectator Spend Total Spend

Total spectator spend related to the WMCC2018

Based on the tourism survey, it has been calculated that Visiting spectators accounted for $7,442,625 (99.8% of total) spectators to the WMCC2018 spent a total of $7,455,826 as of all spend, of which overseas spectators spent $6,511,277 a result of attending the event. (87.3% of total).

The average spend per out of town spectator to the WMCC2018 was calculated to be $1,663.

VISITORS TO LAS GROUP TOTAL LAS VEGAS OTHER USA OVERSEAS VEGAS Venue $2,083,172 $13,200 $272,283 $1,797,689 $2,069,972 City $4,719,177 - $659,065 $4,060,112 $4,719,177 Nation $653,477 - - $653,477 $653,477

Total Spend $7,455,826 $13,200 $931,348 $6,511,277 $7,442,625

Total Spend Per Spectator $1,585 $57 $997 $1,839 $1,663

Totals may not sum as individual figures have been rounded.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Tourism Accredited Participant Spend Total Spend

Total tourism spend by accredited persons at the WMCC2018

It has been calculated that the total spend by accredited Accommodation spend by accredited participants totalled persons attending the WMCC2018 was $728,319. $321,727.

This is based on records provided by the WCF, the RTWGC The average length of stay was 9.9 nights, with volunteers and Boyd Gaming, and supplemented by data gathered in generating the largest number of bed nights at 1,692, the spectator and volunteer surveys. staying 11.2 nights on average.

The total has been reached based on information about the Spend on food and drink totalled $216,567, while length of stay, type of accommodation, amount spent on miscellaneous spend was calculated to be $190,025. food and drink and miscellaneous spend, including spend The RTWGC covered the cost of accommodation and on visitor attractions, transport and ‘other’ spend. provided a daily food & drink stipend for athletes, LOC staff There were 652 accredited participants at the WMCC2018. and contractors, and technical officials as part of its hosting Of this figure, 534 contributed to the direct tourism spend obligations. as categorised below.

AVG. TOTAL VISITING SPEND SPEND LENGTH BED GROUP ACCREDITED AVERAGE DAILY SPEND PER DAY PER OF STAY NIGHTS PERSONS PER GROUP PERSON (USD) Days Accommodation Food & Drink Miscellaneous

Accredited Media 1 2 47 (out of 60) 5 235 70.07 41.61 25.00 136.68 32,120

Athletes 2 3 65 (out of 65) 10 650 - 25.00 25.00 16,250

Guests, Delegates, Sponsors 2 4 5 6 69 (out of 91) 4 276 81.44 63.00 25.00 169.44 46,765

LOC Staff & Contractors 2 3 22 (out of 22) 12 264 - 25.00 25.00 6,600

Team Officials 2 5 43 (out of 43) 10 430 81.44 63.00 25.00 169.44 72,859

Technical Officials 2 3 13 (out of 13) 10 130 - 25.00 25.00 3,250

Venue Staff 7 0 (out of 41) 0 0 - - - - -

Volunteers 8 151 (out of 193) 11.2 1,697 70.07 36.91 59.42 166.40 282,421

WCF Staff, Board & Contractors 2 5 6 22 (out of 22) 7 154 81.44 63.00 25.00 169.44 26,094

WCTV 2 5 6 102 (out of 102) 14 1,428 81.44 63.00 25.00 169.44 241,960

TOTAL 534 (out of 652) 9.9 5,264 $728,319

NB: Number of people based on registration and accreditation details. Length of stay based upon both known and estimated data. Miscellaneous spend includes spend on visiting tourist attractions, merchandise, transport and ‘other’ spend.

1 47 of 60 accredited media attended from outside of Las Vegas 2 Miscellaneous spend assumed to be less than that of spectator and volunteer spend 3 LOC covered cost of accommodation and food & drink for athletes, technical officials and LOC staff 4 69 of 91 guests, delegates, and sponsors are considered to have attended from outside of Las Vegas and did not have costs covered by the LOC 5 Accommodation and food & drink spend assumed to be similar to spectator spend 6 WCF covered cost of accommodation and food & drink – this spend excluded from the WCF operational event budget 7 41 venue staff excluded as all are assumed to be residing in Las Vegas 8 Volunteer spend based on survey taken by volunteers

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Tourism Tourism Spend Total Spend

Total tourism spend related to the WMCC2018

Based on the information gathered and subsequent This is based on a spectator tourism spend of $7,442,625, calculations on a total of 5,008 out of town visitors during with accredited persons deemed to have spent $728,319. the WMCC 2018, the tourism spend generated from the event has been estimated to be $8.17 million.

TOTAL SPEND GROUP IN LAS VEGAS OUTSIDE LAS VEGAS PER GROUP Food & Food & LOCAL SPEND Accommodation Misc. Accommodation Misc. Drink Drink Spectators 231 - $0.01m - $0.01m (Las Vegas) Food & Food & VISITOR SPEND Accommodation Misc. Accommodation Misc. Drink Drink Spectators 4,474 $2.34m $2.87m $1.58m $0.29m $0.20m $0.16m $7.44m (Outside Las Vegas)

Accredited persons 534 $0.32m $0.22m $0.19m - - - $0.73m

TOTAL TOURISM $2.66m $3.09m $1.77m $0.29m $0.20m $0.16m $8.17m SPEND

Totals may not sum as individual figures have been rounded up. Miscellaneous spend includes entertainment, tourist attractions, transport, vehicle hire and ‘other’ spending.

Experience Event

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Event Experience Overview

The World Men’s Curling Championship 2018 event experience survey showed Methodology that 95 per cent of spectators had a positive experience attending the event. The spectator event experience study

was conducted in March-May 2018 KEY FINDINGS by Sportcal, in collaboration with Sport MR. • 41 per cent of respondents said that the WMCC2018 was better than other similar events they have attended. Only eight per cent of participants stated An intercept survey was conducted that the WMCC2018 was worse than comparable events they have been to. on-site during the event and a follow- up survey was used to collect more • Spectators enjoyed their experience of Las Vegas as a city with 92 per cent detailed responses. rating the city as either ‘good’ or ‘very good’. Respondents were asked to assess

their experience of different • 81 per cent of respondents are ‘likely’ or ‘highly likely’ to recommend organisational areas of the visiting Las Vegas to friends and family. WMCC2018 and score them

appropriately. A rating of 1 (very • The Orleans Arena was rated highly by spectators. Toilet facilities, ease of poor or very unlikely) to 5 (very good access and the view from the seat were all received satisfaction scores of or very likely) was used and mean more than 90 per cent scores were calculated to establish

the GSI Rating of the event. • However, the food and drink options available to spectators in the venue, including quality and price, were criticised

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Event Experience Spectator Survey Event Satisfaction Highest Ratings

WMCC2018 event satisfaction scores (highest ratings)

• In-venue facilities were rated most favourably by spectators, including toilets and seating • Outside-of-venue questions relating to access to The Orleans Arena scored highly as well

The toilet facilities 97%

View of the event from your seat 94%

The helpfulness of the staff & volunteers 94%

Atmosphere during the competition 93%

Ease of getting out of the venue 92%

Ease of getting to/leaving the venue 90%

Marketing and promotion of then event 85%

Ease of booking tickets 85%

Efficiency of access into the venue 84%

Ease of getting information about the event 82%

Signage around the event 82%

The Information/announcements at the venue 76%

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Event Experience Spectator Survey Event Satisfaction Lowest Ratings

WMCC2018 event satisfaction scores (highest ratings)

• Questions related to food, drink and merchandise received the lowest scores out of all questions to spectators • The price of the three offerings were ranked lowest, with drinks in particular deemed too expensive • Out with food, drinks and merchandise, the ‘Evening Patch’ was the other element to score less than 50 per cent • Other elements scored more favourably including the event website, entertainment related to the event, including in-venue entertainment, and the ‘Poolside Patch’ which was unique to the WMCC2018

Event website 66%

Entertainment at the venue 63%

Drinks quality at the venue 56%

'Poolside Patch' 55%

Drinks selection at the venue 51%

Merchandise quality at the venue 47%

'Evening Patch' 47%

Food quality at the venue 45%

Food selection at the venue 40%

Merchandise selection at the venue 36%

Food price at the venue 33%

Merchandise price at the venue 30%

Drinks price at the venue 27%

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Event Experience Spectator Survey Host City

What did you make of Las Vegas as a city?

• An overwhelming majority of respondents 5 – Very good liked the host city of Las Vegas 59% • 92 per cent of respondents rated Las Vegas either good or very good 4 – Good 33% • No respondent rated Las Vegas to be a very poor city 3 – Neither good nor poor 6%

2 – Poor 1%

1 – Very poor 0%

How likely would you be to visit the city again in the next couple of years?

• More than two in three respondents are likely 5 – Very Likely to revisit the city in the next couple of years 40% • Only 17 per cent were unlikely or very unlikely to revisit the city 4 – Likely 27%

3 – Neither likely nor unlikely 10%

2 – Unlikely 8%

1 – Very unlikely 9%

How likely would you be to recommend the city to another person?

• There is a high intention to recommend Las 5 – Very Likely 47% Vegas, particularly among international visitors • More than four in five respondents would recommend the city to another person 4 – Likely 34% • Just six per cent said they would not recommend the city 3 – Neither likely nor unlikely 12%

2 – Unlikely 2%

1 – Very unlikely 4%

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Event Experience Spectator Survey Overall Experience

Generally, how would you rate your experience at this event compared to other similar events you have attended?

• The event compared fairly well with others It was the best event I have attended by spectators with 41 per cent 6% 13% attended rating it best or better than most others attended. Only 7 per cent said it was worse 7% It was better than most other than most or the worst event they had events I have attended experienced It was better than some 35% events and worse than others

It was worse than most other 39% events I have attended

I have not attended any similar events

How would you rate the overall event experience you had on your visit to the WMCC2018?

• 95 per cent of spectators enjoyed the overall 5 – Very good experience. This level of satisfaction was 57% consistent by gender, age group and origin of spectator 4 – Good 38%

3 – Neither good nor poor 4%

2 – Poor 0%

1 – Very poor 0%

In one word, how would you sum up your experience and opinion of the WMCC2018?

• The majority of spectators described their experience and opinion of the WMCC2018 positively

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Event Experience GSI Ratings

GSI Ratings in full (mean score on a scale of 1-5)

EVENT SATISFACTON

QUESTION MEAN Toilet facilities 4.85 View of the event from your seat 4.70 The helpfulness of the staff & volunteers 4.70 Atmosphere during the competition 4.65 Ease of getting out of the venue 4.60 Ease of getting to/leaving the venue (public transport/parking/taxi/bike/walk) 4.50 Marketing and promotion of then event 4.25 Ease of booking tickets 4.25 Efficiency of access into the venue (queuing, bag searching) 4.20 Ease of getting information about the event 4.10 Signage around the event 4.10 Information/announcements at the venue 3.80 Event website 3.30 Entertainment at the venue 3.15 Drinks quality at the venue 2.80 'Poolside Patch' 2.75 Drinks selection at the venue 2.55 Merchandise quality at the venue 2.35 'Evening Patch 2.35 Food quality at the venue 2.25 Food selection at the venue 2.00 Merchandise selection at the venue 1.80 Food price at the venue 1.65 Merchandise price at the venue 1.50 Drinks price at the venue 1.35

HOST CITY

QUESTION MEAN Host city score 4.46 Likelihood to recommend Las Vegas 4.11 Likelihood to revisit Las Vegas 3.63

OVERALL EXPERIENCE

QUESTION MEAN Overall event experience 4.51

Media

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media Television Overview

A total of 13 broadcasters showed live, delayed or highlights coverage of the TV broadcast overview WMCC2018, reaching 47 nations and territories across three continents. Digital streaming platforms provided access to the event worldwide. TV broadcasters 13 TV channels 66 The television coverage was predominantly aired in European markets, 42 in TV continental reach 3 total. Coverage in Asia reached three markets whilst in North America this was TV nations 47 two; host nation USA and Canada. There were 1,322 broadcasts aired in total. There was no television rights holder confirmed in Africa, Oceania or South TV nations by region America, however, viewers on these continents accessed the coverage via the

Olympic Channel and the WCF’s Facebook and YouTube accounts. Africa & Middle East 0 European broadcasters accounted for the majority of television broadcast hours Asia-Pacific 3 at 1,572, whilst the domestic television coverage generated almost 96 broadcast Europe 42 North America 2 hours. In Canada, 177.5 hours of television coverage was aired, whilst more than

94.5 hours were aired in China, Japan and South Korea, key markets of the WCF. TV broadcast hours by type The cumulative audience of the WMCC2018 was 83.53 million.

The television data in this section is based on the media monitoring study Live 917:49:48 commissioned by the World Curling Federation, conducted by Nielsen Sports. Delayed / Highlights 951:14:56 News & magazine 07:00:21

TV broadcast hours and hours viewed by region Domestic focus – USA

DELAYED / NEWS / TV broadcast hours 95:59:54 REGION LIVE HIGHLIGHTS MAGAZINE TV audience 0.48m Africa & Middle East 0:00:00 0:00:00 0:00:00 Asia-Pacific 55:02:04 39:31:19 00:34:57

Europe 744:44:04 827:50:58 00:31:24 North America 118:03:40 83:52:39 5:54:00 South America 0:00:00 0:00:00 0:00:00 TOTAL 917:49:48 951:14:56 07:00:21

Comparison of TV broadcast hours by type (2016-2018)

BASEL EDMONTON LAS VEGAS REGION SWITZERLAND CANADA USA 2016 2017* 2018 Live - 243:16:49 917:49:48 Delayed / Highlights - 98:42:09 951:14:56 News / Magazine - 03:22:55 07:00:21 TOTAL 605:09:42 345:21:54 1,876:05:05 TOTAL Excl. Eurosport 481:27:15 345:21:54 433:06:11

* no Eurosport coverage in 2017

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media Television Distribution and Production

Two games per draw at the WMCC2018 were aired live via television and online WCTV accredited staff by role for the first time in the competition’s history. ROLE CATEGORY For the round robin competition, two sheets were aired live per draw, totalling six live sheets per day. The television production involved three separate crews Audio 9 of 25 staff which would rotate in order to achieve the planned output. Two Camera 16 broadcast trucks were used and installed six days prior to the start of Commentary 6 competition. On completion of the play-off games and semi-finals, one of the Director 3 trucks was shut down as only one was required for the bronze and gold medal Graphics 3 matches. The second truck, along with the technology and overlay, was moved Guest 1 out immediately after the gold medal match and ceremonies to minimise costs. Production 18 Five cameras were deployed per sheet with two roaming update cameras Streaming 3 operating across the field of play and which were used to fill empty slot time Technical 37 with spectator and team official shots. Video 6 Athletes competing on live sheets are fitted with microphones to capture the TOTAL 102 thought process and decision-making involved for each individual shot played.

Commentary was provided by ex-athletes which increases the value for CURLIT shot by shot tracker audiences at home as they can appreciate the professional experience and expertise. Many rights holders opt to use the WCTV commentary feed as opposed to using their own feed.

In-venue commentary was also made available for spectators who could purchase earbuds to follow the coverage from one specified sheet per draw. This raw commentary was a new addition to the production of the event and it is believed that it requires further refinement.

Live shot statistics is becoming increasingly important within the sport. Every shot played by athletes can be tracked and a percentage success and failure score is provided for each athlete. The technology has been developed by CURLIT in partnership with the WCF. The aim of this is to “explain the what and the how” for which shots are played. Some athletes and coaches even plot every single shot themselves as a form of competition analysis and for training. A mobile website is maintained providing anyone with access to live tracking, statistics and imagery.

Source: www.curlit.com

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media Television Broadcast

361˚ World Men’s Curling Championship 2018 – TV broadcasters breakdown

TERRITORY BROADCASTER CHANNELS ACCESS RIGHTS TYPE

Canada TSN TSN1, TSN2, TSN3 Pay-TV Live, delay, highlights RDS RDS2 Pay-TV Live, delay, highlights China CCTV CCTV5, CCTV5+ Pay-TV Live, delay, highlights Europe Eurosport Eurosport 1 Pay-TV Live, delay, highlights Eurosport 2 Pay-TV Live, delay, highlights France L'Équipe L'Équipe Free-to-air Live, delay, highlights Japan NHK / BS1 NHK1, NHK-BS1 Free-to-air Live, delay, highlights South Korea SBS SBS ESPN Pay-TV Live, delay, highlights Romania TVR TVR HD Free-to-air Live, delay, highlights Russia Match TV Match Arena Free-to-air Live, delay, highlights Sweden SVT SVT 1, SVT 2 Free-to-air Live, delay, highlights Switzerland RTS RTS Un, RTS Deux Free-to-air Live, delay, highlights SRF SRF1, SRF2, SRF Info Free-to-air Live, delay, highlights USA NBC NBCSN Pay-TV Live, delay, highlights Olympic Channel Pay-TV Live, delay, highlights

N.B Eurosport feed 1 and 2 territories: Albania, Austria, Belarus, Belgium, Bosnia & Herzegovina, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Georgia, Germany, Greece, Hungary, Iceland, Ireland, Israel, Italy, Latvia, Lithuania, Macedonia, Malta, Moldova, Montenegro, Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, UK, Ukraine.

Broadcaster list provided by World Curling Federation, channels according to Nielsen Sports media monitoring.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media Television Broadcast Hours

361˚ World Men’s Curling Championship 2018 – Total broadcast hours by territory

BROADCAST BROADCAST MONITORED MONITORED TERRITORY HOURS HOURS BROADCASTERS CHANNELS (LIVE) (TOTAL) Albania Eurosport (POL) Eurosport 1 & 2 14:01:07 31:01:54 Austria Eurosport (GER) Eurosport 1 & 2 15:33:02 32:05:23 Belarus Eurosport (CIS) Eurosport 1 & 2 14:01:07 31:01:54 Belgium Eurosport (FRA) Eurosport 1 & 2 9:05:00 30:59:59 Bosnia & Herz. Eurosport (SRB) Eurosport 1 & 2 17:04:33 36:21:26 Bulgaria Eurosport (BGR) Eurosport 1 & 2 17:04:33 36:21:26 RDS2, SN One, SN Ontario, Canada TSN, RDS, Sportsnet 71:33:45 105:56:25 TSN1, TSN2, TSN3 China CCTV CCTV5, CCTV5+ 15:51:00 35:36:44 Croatia Eurosport (ITA) Eurosport 1 & 2 19:20:00 37:59:59 Cyprus Eurosport (ITA) Eurosport 1 & 2 19:20:00 37:59:59 Česká televize, Eurosport (CZE), CT1, CT2, CT Sport, Czech Republic 14:01:07 31:01:54 TV Nova, Prima Televize Eurosport 1 & 2, Nova, Prima Denmark Eurosport (DNK) Eurosport 1 & 2 14:23:14 34:45:33 Estonia Eurosport (FIN) Eurosport 1 & 2 21:56:00 39:45:59 Finland Eurosport (FIN) Eurosport 1 & 2 21:56:00 39:45:59 France Eurosport (FRA), L'Équipe Eurosport 1 & 2, L'Équipe 9:05:00 42:25:05 Georgia Eurosport (CIS) Eurosport 1 & 2 14:01:07 31:01:54 ARD, BR, Eurosport 1 & 2, HR, Kabel1, MDR, NDR, Pro7, Radio Germany ARD, Eurosport (GER), ZDF 15:33:02 32:05:18 Bremen TV, RBB, RTL, Sat.1, Sport 1, SR, SWR, VOX, WDR, ZDF Greece Eurosport (ITA) Eurosport 1 & 2 19:20:00 37:59:59 Hungary Eurosport (HUN) Eurosport 1 & 2 17:17:18 34:18:15 Iceland Eurosport (SWE) Eurosport 1 & 2 21:56:00 39:45:59 Ireland Eurosport (GBR) Eurosport 1 & 2 20:14:33 31:40:13 Israel Eurosport (POL) Eurosport 1 & 2 14:01:07 31:01:54 Italy Eurosport (ITA) Eurosport 1 & 2 19:20:00 37:59:59 Fuji TV, NHK1, NHK-BS1, Nippon Japan NHK / BS1 27:40:27 30:15:29 TV, TBS, TV Asahi, TV Tokyo Latvia Eurosport (CIS) Eurosport 1 & 2 14:01:07 31:01:54 Lithuania Eurosport (CIS) Eurosport 1 & 2 14:01:07 31:01:54 Macedonia Eurosport (SRB) Eurosport 1 & 2 17:04:33 36:21:26 Malta Eurosport (ITA) Eurosport 1 & 2 19:20:00 37:59:59 Moldova Eurosport (ROM) Eurosport 1 & 2 17:17:18 34:18:15 Montenegro Eurosport (SRB) Eurosport 1 & 2 17:04:33 36:21:26 Netherlands Eurosport (NLD) Eurosport 1 & 2 16:53:00 36:45:59 Norway Eurosport (NOR) Eurosport 1 & 2 15:49:47 32:06:48

Broadcast hours monitored by Nielsen Sports, including broadcasters out with World Curling Federation broadcaster list.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media Television Broadcast Hours (Continued)

361˚ World Men’s Curling Championship 2018 – Total broadcast hours by territory

BROADCAST BROADCAST MONITORED TERRITORY BROADCASTERS HOURS HOURS CHANNELS (LIVE) (TOTAL) Poland Eurosport (POL) Eurosport 1 & 2 14:01:07 31:01:54 Portugal Eurosport (PRT) Eurosport 1 & 2 19:25:00 35:20:00 Romania Eurosport (ROM), TVR Eurosport 1 & 2, TVR HD 29:17:18 53:48:15 Russia Eurosport (CIS), Match TV Eurosport 1 & 2, Match Arena 47:13:19 127:39:25 Serbia Eurosport (SRB) Eurosport 1 & 2 17:04:33 36:21:26 Slovakia Eurosport (CZE) Eurosport 1 & 2 14:01:07 31:01:54 Slovenia Eurosport (ITA) Eurosport 1 & 2 19:20:00 37:59:59 South Korea SBS SBS ESPN 11:30:37 28:41:10 Spain Eurosport (ESP) Eurosport 1 & 2 19:38:57 36:04:37 Eurosport 1 & 2, SVT 1, Sweden Eurosport (SWE), SVT, TV4 23:59:30 41:49:29 SVT 2, TV4 SE Eurosport 1 & 2, RSI La1, RSI La Eurosport (FRA), RTS, SRF, SRG Switzerland 2, RTS Un, RTS Deux, SRF1, 9:05:00 30:59:59 SSR SRF2, SRF Info Turkey Eurosport (TUR) Eurosport 1 & 2 17:17:18 34:18:15 Ukraine Eurosport (POL) Eurosport 1 & 2 14:01:07 31:01:54 United Kingdom Eurosport (GBR) Eurosport 1 & 2 20:14:33 31:40:13 ABC, CNBC, ESPN, FOX, ABC, CNBC, ESPN, ESPN2, MSNBC, NBC, NBCSN, FOX, MSNBC, NBC, NBCSN, USA 46:29:55 95:59:54 Olympic Channel, Telemundo, Olympic Channel, Telemundo, USA Network USA Network

Broadcast hours monitored by Nielsen Sports, including broadcasters out with World Curling Federation broadcaster list.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media Television Broadcast Hours – All Programming

The WMCC2018 was broadcast for a total of 1,876 hours across all channels and TV broadcast hours – ALL all broadcast types, according to media monitoring conducted by Nielsen Sports. programming (Overview)

Europe accounted for the most hours broadcast with more than 1,573 hours TV broadcasters 13 transmitted. Match Arena, the pay-TV channel operated by Russian public TV hours (hh:mm:ss) 1876:05:05 service broadcaster, Match TV, aired the most hours of coverage, close to 86 No. of broadcasts 1,139 hours.

By market, Russia also received the most coverage with 128 hours, followed by TV broadcast hours – ALL Canada with 112 hours. Canadian pay-TV broadcaster channels RDS2, TSN1 and programming (Top 10 markets) TSN2 all place within the top 10 channels by broadcast hours transmitted.

The USA was the third largest market by broadcast hours, with NBC’s Olympic Russia 127:39:26 Channel airing 85 of the markets 96 hours of coverage. Canada 111:50:25 USA 95:59:54 There was a near-even split between live and non-live coverage at 48.9 per cent Romania 53:48:15 and 51.1 per cent, respectively. France 42:25:05 Sweden 42:09:11 Estonia 39:45:59 Finland 39:45:59 TV broadcast hours by region – ALL programming Iceland 39:45:59

Greece 37:59:59

95:08:20 207:50:19

TV broadcast hours – ALL programming (Top 10 channels)

Asia-Pacific Match Arena 85:39:59 Olympic Channel 84:59:59 Europe RDS 2 46:42:06 North America NHK BS-1 30:15:30 TSN 1 29:15:47 SBS ESPN 28:41:10 TSN 2 22:08:54 1573:06:26 CCTV5 20:17:49 TVR HD 19:30:00

TV broadcast hours by type – ALL programming CCTV5+ 15:53:51

Delayed / Highlights 951:14:56

Live 917:49:48

Sports Magazine 6:04:08

News / Other 0:56:13

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media Television Broadcast Hours – Live

The WMCC2018 was broadcast live for almost 918 hours. All 47 nations and TV broadcast hours – LIVE territories monitored aired live coverage from the event. programming (Overview)

Of the total number of live broadcast hours, 81.1 per cent were shown by the TV broadcasters 13 European rights holders. Domestic broadcasters transmitted almost 46.5 hours TV hours (hh:mm:ss) 917:49:48 of live coverage. No. of broadcasts 352

Outside Europe, rightsholders in Canada, TSN and RDS, aired more than 71.5 hours of live coverage, giving Canada the most live coverage of all markets.

TV broadcast hours by region – LIVE programming

55:02:04 118:03:40

Asia-Pacific Europe North America

744:44:04

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media Television Broadcast Hours – Non-live

The WMCC2018 generated over 958 hours of non-live coverage. TV broadcast hours – NON-LIVE programming (Overview) Broadcast rights holders in Europe accounted for the most hours of non-line coverage with 86.4 per cent. Broadcasters in North America contributed 9.4 per TV broadcasters 13 cent of all non-live hours whilst broadcasters in the Asia-Pacific region TV hours (hh:mm:ss) 958:15:17 contributed 4.2 per cent. No. of broadcasts 787

Of all non-live transmissions 82.6 per cent were delayed coverage and highlights. Sports magazine programming contributed 11.3 per cent with news and other programming contributing the remaining 6.1 per cent of all non-live transmissions.

Please note: only the key markets of Canada, China, Germany, Japan, Sweden, Switzerland, USA were monitored in detail for dedicated and secondary coverage by the media monitoring company.

TV broadcast hours by region – NON-LIVE programming

40:06:16 89:46:39

Asia-Pacific

Europe

North America

828:22:22

TV broadcast hours by type – NON-LIVE programming

Delayed / Highlights 951:14:56

News / Other 0:56:13

Sports Magazine 6:04:08

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media Television Audience

The total cumulative audience of the WMCC2018 amounted to 83.54 million TV audience – ALL programming viewers across the monitored markets. (Overview)

China made up the largest share of the audience with 58.23 million viewers. TV broadcasters 13 More than half of the cumulative audience was generated by news and ‘other’ TV cumulative audience 83.54m TV event impressions 5,687m programming (64 per cent). Live coverage received 18.4 per cent of the total cumulative audience whilst sports magazine programming reached 9.2 per cent. Delayed and highlight coverage reached the remaining 8.5 per cent.

Live coverage generated the largest proportion of event impressions (73 per TV cumulative audience – Top 10 cent). Delayed and highlight coverage contributed 24 per cent of impressions. territories (million)

China 58.23 TV cumulative audience by programme type (million) Canada 11.68 Sweden 5.45 Japan 1.93 Germany 1.88 Russia 0.80 Switzerland 0.56 7.67 15.36 South Korea 0.52 USA 0.48 Live France 0.34

7.06 Delayed / Highlights

News / Other

Sports Magazine 53.45

TV event impressions by coverage type (%)

1% 2%

Event impressions calculated by Nielsen 24% Live Sports using the following methodology: Broadcast time (sec) x viewers (m) Delayed / Highlights 30 seconds News / Other Example: 60 seconds of coverage in a Sports Magazine broadcast with 5m viewers: 73% (60sec x 5m) / 30 seconds = 10m

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media Online Streaming

Coverage of the WMCC2018 was made available globally via a number of streaming platforms. These included Eurosport Player, the Olympic Channel, NBC

Sports and the official Facebook and YouTube accounts of the World Curling Federation. The latter of which is analysed separately on the next page.

EUROSPORT PLAYER

Eurosport Player transmitted eight broadcasts which totalled 23 hours and 50 minutes. No audience data was made available.

OLYMPIC CHANNEL

The Olympic Channel aired 31 broadcasts relating to the WMCC2018. The broadcasts accumulated 93 hours of broadcast time in total.

No audience or watch time data was available for data analysis.

NBC SPORTS

There was no data available for NBC Sports streaming.

FACEBOOK

The World Curling Federation Facebook account streamed live coverage of the championships with 51 broadcasts accumulating 16.75 hours of coverage in total. Facebook broadcasts were watched by more than 351,000 viewers, accumulating a watch time of 9,112 hours in total.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media YouTube Streaming Analysis (World Curling TV)

The WCF streamed all draws live via their YouTube channel, World Curling TV. YouTube activity summary: The nine days of steaming attracted 333,932 views, generating a total watch time event period (31 March – 8 April 2018) of 145,734 hours. The average watch time was 2.5 hours.

Throughout the competition, the largest audience was from South Korea, TOTAL totalling 83,175 views, whilst viewers from the United Kingdom generated the Streams 9 largest cumulative watch time at 1.86 million minutes. Views 333,932 Watch Time (hours) 145,734 By day, the penultimate day of competition produced the largest number of Avg. Watch Time (hours) 2.5 views (54,904). This featured two play-off games and two semi-finals. The final day, featuring the bronze medal game and final, accumulated 18,430 views.

YouTube coverage was geo-blocked in certain territories for which a television broadcast agreement was in place. Views by day (31 March – 8 April) YouTube activity: event period (31 March – 8 April), views and watch time

TOTAL VIEWS TOTAL WATCH TIME 31 19,914 RANK NATION VIEWS NATION TIME (minutes) 1 South Korea 83,175 United Kingdom 1,860,161 1 33,057 2 United Kingdom 54,451 South Korea 1,554,906 3 Canada 28,181 Canada 860,196 2 41,114 4 Russia 23,789 Russia 666,239 5 Switzerland 23,063 Switzerland 662,988 3 35,595 6 Japan 15,084 Sweden 396,792

7 Sweden 13,143 Japan 341,880 8 April - 8 Germany 10,174 Germany 285,539 4 39,869 9 Brazil 8,724 Norway 216,701 10 Poland 6,512 Brazil 212,851 March 31 5 44,485

YouTube activity summary: event period (31 March – 8 April 2018), demographics 6 46,564

65+ years 2.2 6.0 Male 7 54,904

Female 55–64 years 2.4 8.4 8 18,430

45–54 years 3.4 12.3 0 20,000 40,000 60,000

35–44 years 4.2 14.2

25–34 years 7.0 18.4

18–24 years 6.1 12.1

13–17 years 1.0 2.3

10.0 5.0 0.0 5.0 10.0 15.0 20.0 % share

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media Online

World Curling Federation (www.worldcurling.org)

WCF website traffic data: event period (31 March – 8 April) WCF website traffic by origin (%)

TOTAL DAY AVERAGE RANK NATION % Users 749,928 83,325 1 Canada 61.9 Sessions 1,287,930 143,103 2 United States 10.0 Page views 3,054,407 339,379 3 South Korea 7.6 4 Japan 4.8 5 United Kingdom 3.7 Web traffic to the official WCF website (www.worldcurling.org) during the event period topped 3.05 million page views across the nine days. The views were 6 Switzerland 2.0 generated from 1.29 million sessions by 0.75 million users. 7 Sweden 1.8 8 Russia 1.0 The website listed detailed event information such as a news feed, team 9 Germany 0.9 breakdowns, competition schedule, results, image gallery and additional event information such as television broadcasters, accreditation, volunteer, ticketing 10 Norway 0.6 and venue details. - Other 5.7

The website reached its peak user rate on the penultimate day of competition, 7 April, which was the day of the play-off and semi-final draws.

The majority of traffic (61.9%) originated in Canada. This was followed by USA (10.0%) and South Korea (7.6%). All nations present in the top 10 by web traffic were competing at the WMCC2018. Curling’s popularity in Canada explains the high volume of web traffic, with the host nation effect and winter Olympic Games effect a potential explanation for the high volume from USA and South Korea, respectively.

WCF website traffic data: extended period by day (24 March – 15 April 2018)

500,000 Users 450,000 400,000 Sessions

350,000 Page Views 300,000 250,000 200,000 150,000 100,000 50,000 0 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 24 March - 15 April

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media Online

WMCC2018 (www.lasvegascurling.rocks)

WMCC2018 website traffic data: event period (31 March – 8 April 2018)

TOTAL DAY AVERAGE Users 6,212 690

Sessions 6,705 745 Page views 15,033 1,670

The WMCC2018 utilised the www.lasvegascurling.rocks website which the Reno Tahoe Winter Games Coalition have been running for a number of years. In the leadup to the event, the website was a key information dissemination tool. The website was used to publish the latest WMCC2018 news, ticketing updates and volunteer opportunities as well as hosting promotional materials and providing sponsor recognition.

The website reached its peak user rate on the opening day of the competition, 31 March, following a period of growth the week before. By the end of the competition, there were very few visitors to the website, highlighting the fact that it was used for pre-event information rather than providing a results service which was readily available on the WCF website.

The successful marketing list held by the RTWGC also meant that information would reach interested parties, even if they didn’t access the website.

Following the conclusion of the WMCC2018, the website was transformed to focus on the upcoming Continental Cup 2019, again providing visitors with the latest news and ticketing information for the event.

WMCC2018 website traffic data: extended period by day (24 March – 15 April 2018)

7,000

6,000 Users

5,000 Sessions Page Views 4,000

3,000

2,000

1,000

0 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 31 March – 15 April

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Media Accredited Media

Excluding the WCTV team, there were 60 members of the media accredited for Accredited organisations present the WMCC2018. There were 29 accredited journalists - both written and online at the WMCC2018 press - 15 television media; seven media representing member associations; five photographers; and four radio media. An additional 102 accreditations were 8 News Now distributed for the host broadcaster, World Curling Television (WCTV). Associated Press Canadian Press The majority of the accredited media present at the WMCC2018 represented Carr-Hughes Production American and Canadian news and media organisations. CBC Curling Canada The Sports Network (TSN), the Canadian pay-TV broadcaster, had the largest Curling Zone number of staff accredited with nine. TSN provided extensive coverage of the Fox News championship in Canada with content available on television, online, tablet and Hosszabitis.hu (Eurosport) mobile. Jiji Press KTNV The Las Vegas Review Journal, the largest circulating daily newspaper in KZNS Radio Nevada, sent seven staff to the event and published daily reports from the Las Vegas Entertainment News Orleans Arena. Las Vegas Review Journal There were 27 organisations accredited in total as well as a number of Media Scotland Netherlands Curling Association freelancers. Olympic Channel Orleans Arena Photographer Polaris Images Accredited media by type (excl. WCTV) Postmedia Secretary General-Sweden The Curling News Triple Double TSN 6.7% Twine Time 8.3% Written Press / Online USA Curling WNDS-FM Television 11.7% 48.3% Member Association

Photographer

25.0% Radio

Social Media Social

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Social Media Overview

Over a period of 25 days (from eight days pre- to post-event) Sportcal analysed Social media overview seven social media accounts across Facebook, Twitter and Instagram. Three of the – all accounts (event period) accounts were administered by the World Curling Federation (WCF), three by USA Curling, and one by the WMCC2018 organising committee. Posts were monitored Posts 666 for relevance to the WMCC2018 and analysed accordingly. Reactions / Likes 31,818 Shares / Retweets 3,662 WCF social media accounts Comments / Replies 670

New followers 1,746 Facebook Twitter Instagram Average follower /WorldCurlingFederation @WorldCurling @WorldCurling 1.02% increase

Other social media accounts

Facebook Twitter Instagram No LOC account @LVCurlingRocks No LOC account /TeamUSACurl @USACurl @USACurl

Over the course of the nine-day event, the seven accounts combined contributed to 666 posts, 31,818 reactions and likes, 3,662 shares/retweets and 670 comments over the monitoring period. Additionally, 1,746 new followers were gained across the event, giving an average increase of 1.02 per cent based upon the total number of followers across all accounts.

Collectively across the social media platforms and accounts monitored, the WCF contributed to a larger proportion of social media engagement compared to the organising committee and national federation.

Curling Canada, however, contributed significantly to the social media engagement of the event, as outlined towards the end of this chapter.

Social media account summary (event period)

COMMENTS CHANGE IN SOCIAL MEDIA ACCOUNTS POSTS REACTIONS/ SHARES/ % CHANGE / REPLIES FOLLOWERS LIKES RETWEETS

Total 3 314 24,123 2,382 446 1,575 1.63% World Curling Daily avg. 35 2,680 265 50 175 Total 3 201 4,153 726 163 -72 -0.10% USA Curling Daily avg. 22.3 461.4 80.7 18.1 -8.0 Total 1 151 3,542 554 61 243 101.7% LV Curling Rocks Daily avg. 16.8 393.6 61.6 6.8 27.0

The USA Curling Instagram account was not used to promote the WMCC2018 during the monitored period, recording no posts

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Social Media Platform Summary

Across the nine-day ‘event period’, Sportcal analysed the same seven social media accounts across Facebook, Twitter and Instagram in order to produce a platform summary to identify the most successful means of generating exposure for the WMCC2018. Social media overview – by platform (event period)

FACEBOOK FACEBOOK Posts 154 The WCF’s Facebook account recorded 7,004 reactions, 762 shares and 309 comments from its 121 posts during the competition. Reactions 7,960 Shares 866 The LOC did not operate a Facebook page for the event but did create a Facebook Comments 353 Event to help promote the championship. New followers 843 The USA Curling Facebook account achieved a lower rate of reaction despite Avg. follower increase 1.10% having more followers than the WCF Facebook page. The account achieved 956 reactions, 104 shares and 44 comments from its 33 posts.

TWITTER TWITTER Posts 492 During the event, the WCF’s Twitter page recorded 173 posts, 1,620 retweets and Likes 11,916 5,177 likes with an average increase of 42 followers per day. Retweets 2,796 The LOC’s official media account, @LVCurlingRocks, recorded 151 posts with 554 Replies 253 retweets and 3,542 likes during the event. This resulted in an average of 27 New followers 620 additional followers per day. Avg. follower increase 0.78%

USA Curling’s Twitter account made 168 posts, achieving 622 retweets, 3,197 likes and maintained its total number of followers of 29,464 across the event period.

INSTAGRAM INSTAGRAM Posts 20 During the event, the WCF’s Instagram page recorded 20 posts and 11,942 likes Likes 11,942 with an average increase of 31 additional followers per day. Comments 64 Despite owning an Instagram account (@usacurl), USA Curling did not publish any New followers 283 event-related posts during the event period. Avg. follower increase 1.90%

The LOC did not use an Instagram account.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Social Media Facebook World Curling (/worldcurlingfederation)

Facebook activity summary: event period (31 March – 8 April 2018) Page likes

Start (30 March 2018) 34,470 TOTAL DAY AVERAGE End (9 April 2018) 35,390 Posts 121 13.4

Reactions 7004 778.2 Shares 762 84.7 Comments 309 34.3 New page likes 920 102.2 (by 9 April 2018) (2.7% increase)

Facebook activity: event period by day (31 March – 8 April 2018)

250 3,000

2,500 200

2,000 150 1,500 100

1,000 Reactions

500 Posts, Comments and Shares and Comments Posts,

0 0 31 1 2 3 4 5 6 7 8 Date: March - April 2018 Posts Comments Shares Reactions

Facebook activity: extended period by day (23 March – 16 April 2018)

250 3,000

2,500 200

2,000 150 1,500 100

1,000 Reactions 50 Posts, Comments and Shares and Comments Posts, 500

0 0 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Date: March - April 2018 Posts Comments Shares Reactions

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Social Media Facebook USA Curling (/teamusacurl)

Facebook activity summary: event period (31 March – 8 April 2018) Page likes

Start (30 March 2018) 42,192 TOTAL DAY AVERAGE End (9 April 2018) 42,115 Posts 33 3.7

Reactions 956 106.2 Shares 104 11.6 Comments 44 4.9 New page likes -77 -8.6 (by 9 April 2018) (0.2% decrease)

Facebook activity: event period by day (31 March – 8 April 2018)

25 250

20 200

15 150

10 100 Reactions

5 50 Posts, Comments and Shares and Comments Posts,

0 0 31 1 2 3 4 5 6 7 8 Date: March - April 2018 Posts Comments Shares Reactions

Facebook activity: extended period by day (23 March – 16 April 2018)

25 250

20 200

15 150

10 100 Reactions

5 50 Posts, Comments and Shares and Comments Posts,

0 0 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Date: March - April 2018 Posts Comments Shares Reactions

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Social Media Twitter World Curling (@worldcurling)

Twitter activity summary: event period (31 March – 8 April 2018) Account followers

Start (30 March 2018) 49,378 TOTAL DAY AVERAGE End (9 April 2018) 49,755 Posts 173 19.2

Likes 5,177 575.2 Retweets 1,620 180.0 Replies 73 8.1 New followers 377 41.9 (by 9 April 2018) (0.76% increase)

Twitter activity: event period by day (31 March – 8 April 2018)

35 2,500

30 2,000 25

20 1,500

15 1,000 Retweets and Likes and Retweets

Posts and Replies and Posts 10 500 5

0 0 31 1 2 3 4 5 6 7 8 Date: March - April 2018

Posts Replies Retweets Likes

Twitter activity: extended period by day (23 March – 16 April 2018)

80 2,500

70 2,000 60

50 1,500 40

30 1,000

20 Likes and Retweets Posts and Comments and Posts 500 10

0 0 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Date: March - April 2018

Posts Replies Retweets Likes

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Social Media Twitter LV Curling Rocks (@LVCurlingRocks)

Twitter activity summary: event period (31 March – 8 April 2018) Account followers

Start (30 March 2018) 239 TOTAL DAY AVERAGE End (9 April 2018) 482 Posts 151 16.8

Likes 3,542 393.6 Retweets 554 61.6 Replies 61 6.8 New followers 243 27 (by 9 April 2018) (50.4% increase)

Twitter activity: event period by day (31 March – 8 April 2018)

40 1,000

35 800 30

25 600 20

15 400 Posts and Replies and Posts 10 Likes and Retweets 200 5

0 0 31 1 2 3 4 5 6 7 8 Date: March - April 2018

Posts Replies Retweets Likes

Twitter activity: extended period by day (23 March – 16 April 2018)

80 2,500

70 2,000 60

50 1,500 40

30 1,000 Posts and Replies and Posts 20 Likes and Retweets 500 10

0 0 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Date: March - April 2018 Posts Replies Retweets Likes

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Social Media Twitter USA Curling (@usacurl)

Twitter activity summary: event period (31 March – 8 April 2018) Account followers

Start (30 March 2018) 29,464 TOTAL DAY AVERAGE End (9 April 2018) 29,464 Posts 168 18.7

Likes 3,197 355.2 Retweets 622 69.1 Replies 119 13.2 New followers 0 0.0 (by 9 April 2018) (0% increase)

Twitter activity: event period by day (31 March – 8 April 2018)

35 700

30 600

25 500

20 400

15 300

Posts and Replies and Posts Retweets and Likes and Retweets 10 200

5 100

0 0 31 1 2 3 4 5 6 7 8 Date: March - April 2018 Posts Replies Retweets Likes

Twitter activity: extended period by day (23 March – 16 April 2018)

80 2,500

70 2,000 60

50 1,500 40

30 1,000

Retweets and Likes and Retweets Posts and Replies and Posts 20 500 10

0 0 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Date: March - April 2018 Posts Replies Retweets Likes

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Social Media Instagram World Curling (@worldcurling)

Instagram activity summary: event period (31 March – 8 April 2018) Account followers

Start (30 March 2018) 12,901 TOTAL DAY AVERAGE End (9 April 2018) 13,179 Posts 20 2.2

Likes 11,942 1,326.9 Comments 64 7.1 New followers 278 30.9 (by 9 April 2018) (2.1% increase)

Instagram activity: event period by day (31 March – 8 April 2018)

10 4,000 9 3,500 8 3,000 7 6 2,500

5 2,000 Likes 4 1,500 3 1,000 Posts and Comments and Posts 2 1 500 0 0 31 1 2 3 4 5 6 7 8 Date: March - April 2018 Posts Comments Likes

Instagram activity: extended period by day (23 March – 16 April 2018)

30 4,000

3,500 25 3,000 20 2,500

15 2,000 Likes 1,500 10

1,000 Posts and Comments and Posts 5 500

0 0 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Date: March - April 2018

Posts Comments Likes

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Social Media Additional Key Social Media Accounts Curling Canada

Curling Canada is one of the sport’s most followed members on social media. Curling Canada’s reach and engagement across Facebook, Instagram and Twitter was monitored in the same format as the WCF, USA Curling and WMCC2018 accounts. This highlights the importance of Curling Canada in terms of generating exposure for

WCF events.

The Curling Canada accounts daily rate of activity ranked second to the WCF on Twitter and Instagram, with its Facebook account generating more content with a higher rate of engagement than the WCF Facebook account.

Facebook activity summary: event period (31 March – 8 April 2018) Account followers TOTAL DAY AVERAGE Posts 15 1.7 Start (30 March 2018) 67,284 Reactions 10,326 1147.3 End (9 April 2018) 67,416 Shares 692 76.9 Comments 877 97.4

New page likes 132 15 (by 9 April 2018) (0.9% increase)

Twitter activity summary: event period (31 March – 8 April 2018) Account followers

TOTAL DAY AVERAGE Start (30 March 2018) 44,695 Posts 140 15.6 End (9 April 2018) 45,001 Likes 8,251 916.8 Retweets 896 99.6

Comments 144 16.0 New followers 306 34 (by 9 April 2018) (0.68% increase)

Instagram activity summary: event period (31 March – 8 April 2018) Account followers

TOTAL DAY AVERAGE Start (30 March 2018) 18,735 Posts 12 1.3 End (9 April 2018) 18,853 Likes 9575 1063.9 Comments 75 8.3

New followers 118 13 (by 9 April 2018) (0.62% increase)

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Social Media Other Selected Social Media Accounts Curling Bond (Netherlands) and Swedish Curling Association

Curling Bond activity summary: event period Account followers

TOTAL DAY AVERAGE Start (30 March 2018) 427 Posts 4 0.4 End (9 April 2018) 430 Reactions 48 5.3 Shares 21 2.3 Comments 5 0.6 New page likes 3 0.3 (by 9 April 2018) (0.7% increase)

Swedish Curling Association activity summary: event period Account followers

TOTAL DAY AVERAGE Start (30 March 2018) 2,586 Posts 25 2.8 End (9 April 2018) 2,610 Reactions 2,959 328.8 Shares 91 10.1

Comments 144 16.0 New page likes 24 2.7 (by 9 April 2018) (0.9% increase)

Sponsorship

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Sponsorship Overview

The 361° World Men’s Curling Championship 2018 sponsorship rights were Partners breakdown by type distributed by the local organising committee in the domestic market, and Title Sponsor 1 internationally by Infront Sports & Media. Main Sponsors 5 Official Suppliers 4 During the World Men’s Curling Championship 2018, World Curling extended its media and marketing partnership with Infront Sports & Media for a further four Official Event Partners 4 years until 2022. Total 14

The event was supported by a total of 14 partners made up of one title sponsor, five main sponsors, one of which was a presenting sponsor, four official suppliers and four official event partners. The Chinese sports apparel brand 361° held two 1 partnership positions at the event, as it was the title sponsor of the overall competition, as well as an official supplier of the WCF. 4

By sector, the highest number of partners came from local government institutions, represented by three organisations. 14 PARTNERS 5

Partners list 4

TITLE SPONSOR SECTOR 361° Sports apparel Title Sponsor OFFICIAL MAIN SPONSORS SECTOR Main Sponsors Ford Automotive Official Suppliers Official Event Partners Le Gruyère Dairy Luzern Government

Titlis Glacier Mountain Travel StorageVault Storage Partners breakdown by sector OFFICIAL SUPPLIERS SECTOR Government 3 361° Sports apparel Automotive 1 Atom AMPD Computers & software Gambling & casinos 1 DB Schenker Logistics Computers & software 1 Jet Ice Sports flooring Dairy 1 OFFICIAL EVENT PARTNERS SECTOR Logistics 1 Boyd Gaming Gambling & casinos Sports apparel 1 Las Vegas Government Sports equipment 1 Nevada Government Sports flooring 1 Brooms Up Curling Supplies Sports equipment Storage 1 Total 13

N.B 361° has only been included once in the

partner breakdown by sector

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Sponsorship Overview

Title Sponsor

Official Main Sponsors

Official WCF Suppliers

Official Event Partners

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Sponsorship Official Title Sponsor 361˚

At the WMCC2018, the Chinese sportswear supplier 361˚ was the Official Title “It is our honour to be the Sponsor of the WMCC2018, marking the first time that a Chinese sportswear title sponsor of the World brand held the naming rights to a world curling championship. In addition to this event-specific arrangement, 361˚ is an Official Supplier of the WCF (as of May Men's Curling Championship. 2018), a position it has held since 2011, and that includes brand exposure at world curling championships. Curling has always been an important sport to which Although 361˚ was only formed in 2003, it is one of leading sports apparel brands in China, and is believed to have around 6,000 outlets across the country. some of our products are

While its rise within a competitive Chinese sportswear market can be explained geared. through its active presence in small- to medium-sized Chinese cities, it has also We are glad to partner with developed a strategy to sponsor sporting events to complement its growth, focusing on major competitions that would be seen by both spectators and the World Curling Federation. viewers, both in China and beyond. We hope that this event can Its scope originally started with events held in China, with its portfolio featuring encourage more young the Asian Games 2010 in Guangzhou, the Summer Universiade 2011 in Shenzhen, and the Youth Summer Olympic Games 2014 in Nanjing. curling lovers to devote

Having developed a firm standing within the Chinese sportswear market, the themselves to the sport.” company’s sponsorship focus expanded outside China as it sought to widen its reach and demonstrate its ambitions to be one of the most recognisable brands Ding Wuhao in the world. Its entries into new markets complemented its partnerships with President and Executive Director certain events, including the 2014 (in Korea) and 2018 (in Indonesia) editions of 361˚ the Asian Games, and the Summer Olympic and Paralympic Games 2016 (in Brazil).

As for the WMCC2018 specifically, the extensive media coverage that the sport of curling is able to generate – in part due to its standing as an Olympic sport – matches one of its objectives to have its sponsorship viewed around the world. The exposure that the brand enjoyed during the curling competitions at the 2018 Winter Olympic Games, as a WCF supplier, encouraged the brand to expand its relationship with the sport to sponsor the WMCC2018.

Additionally, having launched in the USA in 2014, the title sponsorship of the WMCC2018 presents another opportunity for 361˚ to immerse itself further in one of the world’s largest and most challenging sportswear markets. It is believed that the company intends to sponsor other events in the USA in the future.

In terms of the benefits that 361˚ enjoyed as the official title sponsor, in addition to its pre-existing partnership as an official WCF Supplier, 361˚ was afforded significant in-arena exposure, including in front of each house and on scoreboards and perimeter boards. Moreover, all players and coaches wore 361˚ branding on their apparel, regardless of the brand of the apparel that they wore (Sweden had an ongoing agreement for sports apparel with 361˚). 361˚ was also granted promotional TV slots throughout the competition.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Sponsorship Official Presenting Sponsor The Ford Motor Company of Canada

The Ford Motor Company of Canada (Ford), the Canadian subsidiary of the “We value our long-standing American multinational car manufacturer, has been a partner of World Curling relationship with the WCF and Federation events since 1995. CCA and are proud to Ford first began its title sponsorship of the men’s and women’s World Curling Championships when the first Ford World Curling Championships was staged in continue supporting the Manitoba, Canada in 1995. Ford is also a long-standing partner of the Canadian curling community...” Curling Association (CCA), regularly sponsoring events hosted in Canada.

In 1995, the men’s and women’s world championships were staged together. Graeme Whickman (2011) This continued until the 2005 edition for which Canada staged the men’s world Vice-President, Marketing championships whilst Scotland hosted the women’s. The CCA agreed a long- Ford Motor Company of Canada Limited term hosting contract with the WCF which allows Canada to host a world championship every year, alternating between men’s and women’s world championships.

In 2010, the WCF and the CCA extended this deal, guaranteeing a world championship in Canada each year through to 2014. In addition, the CCA was granted ownership of the presenting sponsor position for world championships held outside of Canada during that time.

Ford agreed a deal with the CCA to become a presenting sponsor of world championships outside of Canada, ensuring a presence at all world championship events.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Sponsorship Official Main Sponsor Le Gruyère AOP Switzerland

Le Gruyère AOP Switzerland, the Swiss speciality cheese maker, has been “There is an excellent fit involved in sponsoring curling events since 2002. The brand has had a long- between curling and Le standing agreement with the WCF to sponsor the European Curling Championships, both as a title and presenting sponsor in recent years. Gruyère AOP Switzerland,

This long-standing deal was expanded in November 2015 giving the brand main which is why we have sponsor status for the World Men's Curling Championship 2016 which took place supported this sport for so in Basel, Switzerland, the home of Le Gruyère. many years. With our home Speaking of the expanded deal, Philippe Bardet, director of Le Gruyère AOP, base in Switzerland, this highlighted the brands key European markets of Denmark and the United association gives us a great Kingdom. Sponsoring curling events gives the brand a platform to activate and gain exposure worldwide. opportunity to support the event all over Europe and Le Gruyère’s sponsorship of curling comes as a result of aligned values. The sport requires precision and respect of time-honoured tradition and rules and emphasise the unique Swiss the company states that this is exactly what a Gruyère AOP cheese maker does appeal of the brand.” each day of the year to bring a Gruyère AOC wheel to maturity.

Le Gruyère AOP Switzerland is also a sponsor of other winter sports such as Philippe Bardet (2015) skiing. Director Le Gruyère AOP Switzerland

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Sponsorship Official Main Sponsor Lucerne Tourism & TITLIS Cableways

Lucerne Tourism, the destination marketing body for the Lucerne – Lake Lucerne “The two World Curling Region, and TITLIS Cableways, the ski resort and cable car operator, agreed a Championships in China and the deal to become main sponsors of the 2017 and 2018 World Curling USA are perfect for us as many Championships in March 2017. The sponsorship included the 2017 CPT World Women’s Curling Championship in Beijing, China and the WMCC2018 in Las of our customers are from both

Vegas. countries.

The rights package, brokered by Infront Sports & Media, included full brand The success of our previous exposure in camera view through advertising boards around the field of play as engagements with Infront and well as interview backdrop branding. The TITLIS Cableways brand logo was also featured on the players’ jerseys at the WMCC2018. A television campaign, the WCF meant that the broadcast on Eurosport, was also included in the deal. prospect of securing a new Main Sponsorship package with a Lucerne Tourism and TITLIS Cableways have been partners of the WCF since 2009, shortly after Infront Sports & Media was introduced as the official media strong partner like Lucerne and marketing partner of the federation in June 2008. Tourism created a particularly

TITLIS became a title sponsor of the women’s world championship in appealing opportunity for us.” Gangneung, South Korea in 2009. The competition was renamed as the Mount Tobias Matter Titlis World Women's Curling Championship. Sales Director The brand returned as title sponsor in 2013 for the Titlis Glacier Mountain World Titlis Cableways Women's Curling Championship in Riga, Latvia and has since continued as a main sponsor of the WCF, women’s world championship and the WMCC2018 in Las Vegas.

Lucerne Tourism began its sponsorship of WCF events by becoming an official “Lucerne and the experiences in sponsor of the Mount Titlis World Women's Curling Championship 2009. the surrounding region are very It continued its partnership, alongside TITLIS, and has since been both a popular with Asian and American presenting and main sponsor of WCF world championships. tourists. We see the World Curling Championships as the

ideal platform to increase Lucerne’s recognition even

more…

Furthermore, the cooperation with TITLIS Cableways allows us to combine forces and to thereby highlight the diversity the region offers.”

Marcel Perren Director Lucerne Tourism

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Sponsorship Sponsors Exposure

An evaluation of brand exposure was commissioned by the WCF, undertaken by Methodology Nielsen Sports, to establish the advertising value the event partners gained Market through their association with the event. Global

The total quality indexed (QI) media value generated by the six sponsors Panel monitored was €45,068,984 ($55.4 million). TV: Major broadcasters in the market Online: Eurosport Player, Facebook The measurement takes five elements of a brands sponsorship in to (WCF), Olympic Channel, YouTube consideration: size, location, duration, number of brand hits and an impact (World Curling TV) factor.

As title sponsor, 361° recorded a 37.4 per cent share (€16.8m, $20.7m) of the Television Exposure analysis based on: total QI media value. • Time of exposure of the brand, Presenting sponsor, Ford, achieved 19.4 per cent (€8.7m, $10.7m) of the total. • Avg. sequence duration • 110% media equivalency The exposure of the host city accounted for 6.7 per cent (€1.4m, $1.7m) of the • QI media value total value. • Average CPT during the period considered

Brand exposure analysis conducted by Nielsen Sports

Brand exposure analysis overview

BRAND 361° FORD LAS VEGAS LE GRUYÈRE LUZERN TITLIS Gross Brand Visibility (h:mm:ss) 2369:01:43 1454:57:52 527:15:43 1125:57:01 451:21:47 941:08:40 Net Brand Visibility (h:mm:ss) 1580:57:38 928:31:21 507:38:38 1004:23:26 447:38:01 870:14:59 Net Visibility/Broadcast Time (%) 73.4 43.1 23.6 46.6 20.8 40.4 Avg. Sequence Duration (sec.) 6.9 5.8 6.9 7.1 5.5 4.4 100% Media Equivalency (€) 71,647,371 43,847,947 15,887,587 34,126,628 13,598,980 28,424,674 QI Media Value (€) 16,837,234 8,734,010 3,011,504 6,666,708 3,045,678 6,773,850 Sponsorship Impressions (M) 6,247.08 3,816.37 1,385.18 2,978.85 1,183.45 2,476.69 CPT* (€) 0.02 0.03 0.07 0.03 0.08 0.04 *based on fictitious sponsorship fee of €100,000 Conversion rate taken as €1 = $1.2287 (07/04/2018)

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Sponsorship Awareness Spectators

To evaluate the sponsorship awareness of spectators during the WMCC2018, Methodology spectators were asked to indicate which brands they recognised as sponsors Online survey during the event. Sample group The most recognisable brand associated with the event was 361˚, the title Event spectators sponsor, with 92 per cent of spectators stating they were aware of the (753 respondents) sponsorship. Conducted and analysed by Sportcal The Orleans Hotel & Casino and Ford each achieved more than 80 per cent and Sport MR recognition. Boyd Gaming, the parent company of the Orleans Hotel & Casino, Le Gruyère, Brooms Up, Curling Supplies and TITLIS Cableways all received greater than 50 per cent recognition.

Brands not associated with the WMCC2018 achieved lower awareness scores than the official sponsors.

Sponsors by percentage awareness (Sportcal fan survey)

361˚ 92% The Orleans Hotel & Casino 86% Ford 82% Boyd Gaming 67% Le Gruyère 61% Brooms Up Curling Supplies 59% TITLIS Cableways 59% Luzern 47% Nevada (Travel Nevada) 33% Las Vegas (LVCVA) 31% The Curling Store 16% Jet Ice 14% Under Armour 13% StorageVault 10% Official Sponsors / Partners No association Bally's Las Vegas Hotel & Casino 9% Caesars Entertainment 7% Chevrolet 7% DB Schenker 5% DHL 5% Edmonton 4% Atom AMPD 4% Ice Business 2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Sporting

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Sporting Overview

The World Men’s Curling Championship 2018 featured 65 athletes representing Key Statistics 13 nations from three continents. Athletes 65 The number of competing nations was the highest at a WMCC since its inception Male 65 in 1959 and represented 23% of all World Curling Federation member Continental reach 3 associations. Competing nations 13 There was a total of 43 team officials supporting the athletes, while there were Officials 56 13 technical officials. Team 43 Technical 13 Sweden won the world championship for the eighth time, defeating Canada in the final with Scotland claiming the bronze medal.

World Men’s Curling Championship Continental Representation (2015-2018)

0 2015 2016 2017 2018

Africa Asia Europe North America Oceania South America

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Sporting Nations

A total of 13 nations were represented at the 2018 World Men’s Curling Championship, an increase from the 12 in recent previous editions. This was due to the decision by the WCF to allow three teams from the Pacific-Asia regional zone to compete.

Europe was the best represented with eight nations competing. For the first time in a WMCC, three nations from Asia competed at the world championship. North America had two nations represented – USA and Canada.

Africa and South America have never been represented at a WMCC. Oceania has been represented by Australia and New Zealand in past editions.

23 different nations have competed at the WMCC since the inaugural event back in 1959. Canada has competed at every edition of the world championship since 1959, while Scotland has featured in all but one edition, with the exception being the 2001 world championship.

World Men’s Curling Championship 2018 Competing Nations

NATION FIRST APPEARANCE APPEARANCES Canada 1959 60 China 2008 10 Germany 1967 47 Italy 1973 22 Japan 2000 11 Netherlands 1994 3 Norway 1964 54 Russia 2013 6 Scotland 1959 59 South Korea 2003 5 Sweden 1962 56 Switzerland 1964 55 USA 1961 58

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Sporting Athletes

At a WMCC, every competing nation is allowed to have a team of five athletes. The thirteen nations present at the WMCC2018 each took up their maximum allocation of players, meaning that there were a total of 65 athletes present.

Teams are comprised of a Skip, Third, Second and Lead with an alternate available if required.

Athletes at World Men’s Curling Championship 2018

NATION FOURTH THIRD SECOND FIRST ALTERNATE

Canada Brad GUSHUE Mark NICHOLS Brett GALLANT Geoff WALKER Tom SALLOWS

China Dejia ZOU Qiang ZOU Jingtao XU Zhilin SHAO Yanlong MA

Germany Alexander BAUMANN Manuel WALTER Daniel HERBERG Ryan SHERRARD Sebastian SCHWEIZER

Italy Amos MOSANER Joel RETORNAZ Andrea PILZER Daniele FERRAZZA Fabio RIBOTTA

Japan Go AOKI Masaki IWAI Ryotaro SHUKUYA Yutaka AOYAMA Koji NISATO

Netherlands Jaap VAN DORP Wouter GOESGENS Laurens HOEKMAN Carlo GLASBERGEN Alexander MAGAN

Norway Steffen WALSTAD Markus HOEIBERG Magnus NEDREGOTTEN Magnus VAAGBERG Steffen MELLEMSETER

Russia Alexey TIMOFEEV Sergey GLUKHOV Artur RAZHABOV Evgeny KLIMOV Artem SHMAKOV

Scotland Bruce MOUAT Grant HARDIE Bobby LAMMIE Hammy McMILLAN Ross PATERSON

South Korea ChangMin KIM SeHyeon SEONG MinChan KIM KiBok LEE EunSu OH

Christoffer Sweden Niklas EDIN Oskar ERIKSSON Rasmus WRANAA Henrik LEEK SUNDGREN

Switzerland Marc PFISTER Enrico PFISTER Raphael MAERKI Simon GEMPELER Jan HESS

USA Greg PERSINGER Rich RUOHONEN Colin HUFMAN Philip TILKER Christopher PLYS

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Sporting Performance

Sweden won the WMCC for the eighth time, having also topped the round robin World Men’s Curling Championship stage. Sweden defeated Canada, the 2017 world champions in the final. It was the 2018 Round Robin Results third world championship for Niklas Edin, the Swedish Skip, having previously won the 2013 and 2015 World Championship. NATION W L Scotland secured the bronze medal by defeating South Korea in the Bronze 1 Sweden 11 1 Medal Game. Norway and the USA rounded off the top six, all of whom had 2 Scotland 11 1 qualified for the knock-out stages of the competition following the conclusion of the round robin. 3 Canada 9 3 4 Korea 7 5 Canada sits atop the all-time medal table, having won the world championship 5 Norway 7 5 36 times, with Sweden a distant second with eight. Only six nations have ever 6 USA 6 6 won the WMCC since its inception. 7 Switzerland 6 6 World Men’s Curling Championship results (2008-2018) 8 Italy 5 7 9 Russia 5 7 10 Netherlands 4 8 YEAR GOLD SILVER BRONZE 11 Japan 3 9 2008 Canada Scotland Norway 12 China 3 9 2009 Scotland Canada Norway 13 Germany 1 11 2010 Canada Norway Scotland 2011 Canada Scotland Sweden World Men’s Curling Championship 2012 Canada Scotland Sweden 2018 Final Standings 2013 Sweden Canada Scotland

2014 Norway Sweden Switzerland FINAL NATION 2015 Sweden Norway Canada STANDING

2016 Canada Denmark USA Canada Finalists 2017 Canada Sweden Switzerland China Round Robin 2018 Sweden Canada Scotland Germany Round Robin Italy Round Robin World Men’s Curling Championship all-time medal table Japan Round Robin

Netherlands Round Robin

RANK NATION GOLD SILVER BRONZE TOTAL Norway Playoff 1 Canada 36 10 7 53 Russia Round Robin Scotland Bronze Medal 2 Sweden 8 8 7 23 South Korea Fourth Place 3 Scotland 5 20 9 34 Sweden Champions 4 USA 4 5 13 22 Switzerland Round Robin 5 Norway 4 5 9 18 USA Playoff 6 Switzerland 3 6 9 18

7 Germany 0 5 5 10 8 Denmark 0 1 2 3 9 Finland 0 0 2 2

10 France 0 0 1 1

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Sporting Officials Team Officials and Technical Officials

There were 56 officials present at the WMCC2018, consisting of 43 team officials World Men’s Curling Championship and 13 technical officials. 2018 – Team officials by nation

NATION TEAM OFFICIALS Canada 4 Of the 43 team officials, there were 19 coaches, eight assistant officials, eight China 4 doctors and physios, six team leaders, and two translators. Germany 3 Italy 3 All nations filled their quota of three team officials. Canada, China, South Korea and the USA attended with additional team officials Japan 3 Netherlands 3 China and Japan travelled with interpreters. Norway 3 Russia 3 Scotland 3 World Men’s Curling Championship 2018 – Team officials by type South Korea 3

Sweden 3 Switzerland 3 USA 5 5% TOTAL 43 18% 14% Assistant Official

Coach

Doctor / Physio 19% Team Leader

Translator 44%

TECHNICAL OFFICIALS World Men’s Curling Championship The 13 technical officials consisted of a Technical Delegate, Chief Umpire, 2018 – Technical officials by nation Deputy Umpire and five Game Umpires as well as Chief and Deputy Chief Ice Technicians and a Chief and two Deputy Chief Timers. NATION

Eight officials came from the USA, four from Canada and one from the Canada 4 Netherlands. Netherlands 1

USA 8 TOTAL 13

Social

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Social Volunteers Overview

The main objective of the volunteer programme was to provide the necessary Key Statistics workforce and expertise required to run and operate the WMCC2018. Out of an original total of 193 volunteers recruited and registered in the lead-up to the Volunteers 153 WMCC2018, the eventual number was 153, who came from six different nations. Male / Female 54% / 46%

The number of volunteers at a WMCC, including the men’s event, tends to differ Domestic / Overseas 32 / 121 depending on whether it is held outside of Canada or in Canada. The 2017 No. of nations 6 edition in Edmonton had 550 volunteers, while there were about 450 for the Accepted registrations 193 2015 edition in Halifax. Conversely, the 2016 event held in Basel, Switzerland had about 150 volunteers, while it was estimated that there were about 100 volunteers for the 2014 event in Beijing, China. Volunteers in attendance at WMCC Of the 153 volunteers present at WMCC2018, 117 (76.5%) were from Canada, 2018 by nation the majority of whom are keen curling fans and are engaged at local curling clubs in Canada. There were 32 from the USA, including four from the state of Canada 117 Nevada, and four from other countries. This high proportion of non-local USA 32 volunteers – a hallmark of RTWGC-organised curling events – is very unique Australia 1 compared to other sporting competitions, which tend to rely heavily on France 1 recruiting local volunteers. Germany 1 WMCC2018 volunteers had to pay for their own travel and accommodation Scotland 1 arrangements, as well as food and drink when not on shifts. As many of the volunteers originated from outside Las Vegas, these volunteers generated a significant tourism impact by themselves. These expenses were in addition to the $100 enrolment fee to become a volunteer. This fee included the provision of a jacket, two t-shirts, a volunteering pin, as well as access to draws, the patches and the Volunteer Appreciation Party.

Volunteers at World Men’s Curling Championships (2014-2018)

600 550

500 450

400

300

200 150 153 100 100

0 Beijing 2014* Halifax 2015 Basel 2016* Edmonton 2017 Las Vegas 2018

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Social In-venue events Hall of Fame Inductions

The World Curling Hall of Fame is considered to be “the highest ‘non-playing’ honour that the World Curling Federation can bestow on someone and recognises outstanding contribution to the sport of curling whether through on ice exploits or off ice endeavours.”

There are two classes of honour bestowed upon inductees by the World Curling Federation:

• Curler: “Demonstrated World Championship level playing ability, sportsmanship and character, and who has achieved extraordinary distinction and outstanding results in the sport of curling.” • Builder: “Given distinguished service and has made a major contribution to the development and advancement of curling internationally.”

At the WMCC2018, there were three esteemed figures – one curler, two builders – who were inducted into the Hall of Fame, which helped to enhance the social element of the competition.

On day four of the competition (3 April), the Canadian curler Kevin Martin was inducted into the Hall of Fame, with the occasion witnessed by a strong Canadian audience who had passionately followed his involvement in the sport.

The decision to induct him in this US-held event coincided with the fact that he won his only WMCC title in the USA in 2008. He also won an Olympic gold at the 2010 Winter Olympic Games and was the first Canadian curler to represent his nation at more than one edition of the games.

On day six (5 April), Clarence ‘Shorty’ Jenkins was posthumously inducted into the Hall of Fame for his contributions as an ice- maker. His “determination and dedication to improving and understanding curling ice” laid the foundations for the evolution of high quality ice for competitions. This included developing an understanding of how different ice temperatures could affect the movement of stones, as well as the speed of them.

The accolade was received in his absence by his daughter.

On day eight (7 April), Elmer Freytag was inducted in to the Hall of Fame as a key influencer in the formation of the International Curling Federation – precursor to the World Curling Federation. In recognition of his contributions to the sport the Elmer Freytag Award was introduced after his death in 1976. The award is given to the inductees of the World Curling Hall of Fame and recognises both builders of the sport and its athletes.

NB: Some wording for this page has been based on WCF news articles.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Social Patch Pool Patch and Evening Patch

The concept of the patch is a popular feature in curling competitions, which, due to the cold climate of locations where these events tend to be hosted, are normally staged indoors. However, the hosting of the WMCC2018 in Las Vegas allowed the event organisers to develop the concept of the first ever ‘Pool Patch’ for the daytime patch. This was held at the swimming pool in The Orleans Hotel & Casino, which was located very close to The Orleans Arena.

The feature of the ‘Pool Patch’ enabled attendees to enjoy the usual entertainment offered at daytime patches, but this time in warm weather conditions between draws, while remaining in close proximity to the competition venue.

Attendees were able to enjoy the customary autograph sessions with each of the teams and were also treated to an additional autograph session featuring the victorious gold medal-winning men’s team from the 2018 Winter Olympic Games, who passed the baton to the team representing the USA at the WMCC2018 before the start of the first draw.

While attendance at the ‘Pool Patch’ was not fully recorded, attendance by curling fans for each session tended to exceed four hundred people.

The WMCC2018 also staged an ‘Evening Patch’ on most nights, which would be complemented with live music and a bar. The staging of the ‘Evening Patch’ was intended to complement music concerts that were to take place within the confines of The Orleans, including four shows by the popular Canadian musician Burton Cummings that were designed to cater to the strong Canadian curling contingent.

However, for various reasons, including Cummings falling sick and having to cancel some shows, attendance at the ‘Evening Patch’ was not very strong when compared to the numbers seen at the ‘Pool Patch’.

Legacy

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Legacy Short- and Long-term Legacy Domestic

The World Men’s Curling Championship 2018 was a successful event and a step Key objectives forward in the development of the sport in USA, according to spectators and key stakeholders. “Build on the success of the The event experience survey found that attending the event was a positive Continental Cup” experience for 95 per cent of spectators. One of the objectives of the WCF was to continue the momentum generated by the winter Olympic Games and the gold medal won by the USA men’s curling team there. The WCF wanted to use “To continue to ‘spread the the opportunity of the WMCC2018 to continue to “spread the gospel of curling” gospel of curling’ in the in the USA, both in the short- and long-term. USA” Alongside the objectives of the RTWGC, the two organisations and other key stakeholders were on the same page in terms of the impacts they aimed to achieve. The RTWGC aimed to build on the success of the Continental Cups “Increase coverage of the held in Las Vegas and to gain global exposure as a viable host of winter sports events. sport in Asia”

Global

There were 13 competing nations at the World Men’s Curling Championship 2018, more than at any edition in the past. The strategic decision to include one additional nation from the Asia-Pacific region was to strengthen the sport’s position in that part of the world.

The adapted event structure proved successful and was justified following the final results of the Round Robin event. All three teams from the Asia-Pacific region qualified for the 2019 world championship, whilst it was a European team, Germany, that finished bottom and is therefore ‘relegated’, meaning that it must qualify to reach the world championship in future.

Broadcast exposure and improved commercial partnerships within the Asia- Pacific region have also helped achieve the WCF’s objective of establishing the sport in new markets.

With two consecutive winter Olympic and Paralympic Games taking place in Asia curling has gained added exposure which is driving the sport’s popularity on the continent. Particularly in the host markets of South Korea and China.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Legacy Sporting Legacy Curling in USA

Sportcal asked respondents about their interest in curling following their visit to the WMCC2018 within the event experience survey in order to gauge the impact of the event and its potential future legacies.

Of all USA-based respondents, 91.5% attending the WMCC2018 identified themselves as either interested or very interested in the sport.

In order to assess the impact of the event on changing perceptions, Sportcal also assessed the likelihood of those who identified themselves as not being interested in, or had neutral feelings towards, the sport before WMCC2018, to have subsequently become more interested in following or participating in curling.

The results were positive, highlighting that the event had encouraged those who were not interested in the sport, or had neutral feelings towards it before WMCC2018, to follow it more upon the conclusion of the competition, whether it be in person at an event or on television. 83 per cent of respondents who stated they were not interested or showed neutral interest in the sport would follow curling more having attended the WMCC2018. This shows the positive potential for the sport in the USA.

In terms of participation, the same group of respondents also showed interest in participating in the sport, with 42.1 per cent of respondents stating that they would like to participate in the sport. However, 25.1 per cent stated that attending the WMCC2018 had not encouraged them to participate in the sport themselves, highlighting the challenges faced by all sports, in both the short- and long-term, to convert spectators in to actively participating members of their own local sports communities.

How interested are you in following Curling? 0.4%

8.1% 1 = Not interested

2 21.1% 3

4 70.4% 5 = Very interested

Has attending the event encouraged you to Has attending the event encouraged you follow the sport (more)? to participate in the sport (more)?

0.4% 1.2% 0.8%

15.0% 1 = Definitely not 12.1% 1 = Definitely not 14.6% 2 2

3 10.1% 3 25.9% 19.0% 4 4 5 = Definitely yes 20.6% 5 = Definitely yes 64.0% 0 = Don’t know 0 = Don’t know 16.2%

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Legacy Sporting Legacy Local facilities

The Las Vegas Curling club was given the opportunity to promote itself and Key objectives fundraise within the Orleans Arena during the WMCC2018. This helped the club achieve its aim of gaining exposure and advancing its agenda of finding a new “Dedicated new home for permanent home in Las Vegas. curling in Las Vegas” The club’s founder, Nick Kitinski, believes that hosting major events such as the Continental Cup and World Men’s Curling Championship, alongside the men’s team result at the PyeongChang 2018 Olympic Winter Games, has provided a “Build a training facility huge boost to the profile of the sport in the region and across USA. which can become the The sport is further helped domestically by television broadcasters such as NBC national hub for curling” which has committed to airing curling programming in the country.

In 2011, the Sin City Bonspiel took place at the Las Vegas Ice Centre, with the support of experienced staff and volunteers from neighbouring California and INTERVIEW Utah. Following the success of welcoming 34 teams and hosting an open-house session for the public to participate, the development of the sport had a positive Nick Kitinski outlook. The LV Curling club was formed in January 2012, with the Sin City Spiel Founder subsequently becoming an annual event. Las Vegas Curling

LV Curling was entitled to one session per week on Sunday evenings between 10-11pm at the Las Vegas Ice Centre prior to the sport gaining more exposure within the city.

LV Curling had signed up a modest 30 paid members prior to PyeongChang 2018. At the time of the WMCC2018, the club had trebled its membership and was on track to surpass 100 paid members by the end of 2018. Members could enjoy two sessions per week at the Las Vegas Ice Centre, with greater capacity from two sheets per session to four sheets due to the increased demand.

The club receives numerous enquiries regarding corporate curling events and activity days for which the club simply can’t fulfil due to the lack of a permanent venue. This results in huge missed opportunities for the club to generate revenues.

As of WMCC2018, the club was in talks with investors within the city to establish the feasibility of housing the club at a permanent ice venue in the city.

If a new home were to be found, the long-term aim would be to create a state- of-the-art facility which can become the national training centre and a hub for the sport in USA.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Legacy Host City Legacy

The World Men’s Curling Championship 2018 generated tangible economic, Key objectives tourism and social benefits for the host venue and city of Las Vegas.

A key objective of the event was to drive domestic and international tourism and “Drive domestic and generate out-of-town visitor bed nights. This was achieved by the WMCC2018, international tourism to the with 95.1 per cent of spectators attending from outside of Las Vegas. city by hosting sports and Las Vegas gained significant international exposure thanks to the global championships” television broadcast and media interest in the event. The opening sequence of the broadcast feed included external shots of the Orleans Arena and an aerial flyover of the Las Vegas Strip. “Increase the number of

Having set multiple curling attendance records, Las Vegas has built a reputation out-of-town visitor room as a curling hotspot and the organising committee, the RTWGC, has delivered nights generated” these events successfully and adhered to strict financial budgets. This has highlighted the organisation’s ability and will to bring further major events to the region with the long-term objective of hosting an Olympic and Paralympic winter Games. “Gain exposure for the Las Vegas brand via television The tourism study conducted by Sportcal found that a gross spend by spectators related to the WMCC2018 amounted to $9.79 million. broadcast and global media attention” The city also scored favourably in Sportcal’s Event Experience survey. Many spectators indicated they liked Las Vegas as a city, would return in the future and would also recommend the city to friends and family. “Host world championship

events in Winter Olympic Perception of Las Vegas following attendance at WMCC2018 sports”

5 – Very good 59% “Build on the success of the Continental Cup” 4 – Good 33%

3 – Neither good nor poor 6% “Deliver an event that attracts fans to Nevada, and 2 – Poor 1% who will want to return”

1 – Very poor 0%

“Gain global exposure as a viable host of winter sports events “

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Legacy Knowledge Transfer

The WMCC2018 provided lots of opportunities for knowledge transfer for many Key objectives stakeholders, including the WCF, RTWGC, Boyd Gaming, the Orleans Hotel & Casino and Orleans Arena, LVCVA and TravelNevada. “Learn from the host The RTWGC has built up significant experience in hosting major sports events in partners and Las Vegas Las Vegas and the wider Nevada State. In particular, expertise in planning and ‘razzmatazz’ to further delivering curling events has helped Las Vegas increase its profile within the sport, following the successful hosting of three editions of curling’s Continental enhance future Cup in 2014, 2016, 2017. Due to these successes, the RTWGC and Orleans competitions” Arena will once again host the event in 2019.

Moreover, the RTWGC has an extensive database of experienced volunteers “Enhance expertise and which it can call upon to assist in the planning and delivery of its events. knowledge of volunteers at For curling events specifically, knowledge has been gained in terms of creating WMCC2018 for future and preparing the ice for competition. In 2014, at the first Continental Cup held curling events” in Las Vegas, almost the entire team of ice technicians were drafted in from

Canada. At the WMCC2018, the entire team of ice technicians bar one was from USA, thanks to their increased knowledge and experience having worked at the “Invite representatives from three Continental Cups. organisers of future world

For the Orleans Hotel & Casino and Orleans Arena specifically, the hosting of curling championships to previous sporting events, including the last world championship in an Olympic Las Vegas” sport to take place in Las Vegas –the UWW World Championships 2015 – has demonstrated the property’s ability to successfully deliver competitions of the stature of a world championship, which was reinforced further by WMCC2018.

One of the WCF’s objectives in Las Vegas was to experience and learn from its host partners’ unique sports presentation methods, with the aim of implementing ideas at future competitions.

The WCF and RTWGC also welcomed a number of observers to the WMCC2018 in order to discuss key details and answer questions regarding the events that they will be hosting in future. Representatives from the organising committees of the World Women's Curling Championship 2019, taking place in Silkeborg, Denmark, and from the World Men’s Curling Championships 2020, taking place in Glasgow, Scotland, were among those accredited at the WMCC2018.

Data Data Analysis Comparative

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Comparative Data Analysis Overview

The findings from this study were compared to data from other winter sports events, the majority of which are world championships of Olympic winter Games disciplines.

A total of 48 events were identified to conduct comparative analysis. The 48 events have been established using the following criteria:

• Winter sports • World championships • Years 2015-2018

• Reliable data available

Secondary analysis has been conducted in order to better establish the event’s position compared to other similar events. The secondary analysis considers only indoor winter sports events as well as the same four points above. This reduces the scope of research to 33 comparable events.

The indicators chosen for comparison are: attendance, accredited media, television broadcasters, television nations and volunteers.

Data was not attainable for all 48 events across all five indicators. Estimates have been used which have either been provided by the event owner, organiser, or modelled by Sportcal based upon other editions of the event. Estimated data is asterisked throughout this chapter.

Data was extracted from Sportcal’s GSI Reports for which international federations, event organisers and host destination have contributed.

Comparative data overview (winter sports events)

RANK RANK INDICATOR DATA ALL EVENTS INDOOR EVENTS ONLY (OUT OF 48) (OUT OF 33) Attendance 74,829 16th 9th

Accredited Media 60 37th 25rd th th TV Broadcasters 13 26 17 TV Nations 47 18th 10th Volunteers 153 28th 18th

Due to inconsistency in the reporting of attendance figures by event organisers and owners, the data recorded is a variation of total attendance, ticketed attendance and estimated attendance. It is recommended that the data is treated with care for comparison as it may not be representative of the equivalent type of attendance.

Some events to have taken place in 2018 have been excluded as data remains unconfirmed. All other data confirmed according to Sportcal’s Events database as of June 2018.

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Comparative Data Analysis Attendance Winter sports world championships – All events

361˚ World Men's Curling Championship 2018 attendance

361˚ World Men’s Curling Championship 2018 Rank 74,829 16/48 events

Attendance comparison

IIHF World Championships 2015 741,690 IIHF World Championship 2017 686,391 IIHF World Championships 2018 520,481 IIHF World Championship 2016 417,414 FIS Nordic World Ski Championships 2015 281,600 FIS Alpine World Ski Championship 2015 220,958 FIS Nordic World Ski Championships 2017 220,000 FIS Alpine World Ski Championship 2017 165,000 World Biathlon Championships 2017 143,750 World Biathlon Championships 2016 135,000 World Figure Skating Championships 2016 108,264 CPT World Women's Curling Championship 2017 90,000 World Biathlon Championships 2015 88,900 Ford World Men's Curling Championship 2017 85,214 World Figure Skating Championships 2017 80,000* 361˚ World Men's Curling Championship 2018 74,829 Ford World Women's Curling Championship 2018 69,391 Ford World Men's Curling Championship 2015 65,000 World Figure Skating Championships 2015 58,000 Ford World Women's Curling Championship 2016 51,765 FIS Freestyle Ski & Snowboard World Championships 2015 50,000 World Men's Curling Championship 2016 49,300 IIHF World Women's Championship 2016 41,109 World Single Distances Speed Skating Championships 2015 32,500 World Short Track Speed Skating Championships 2017 25,000 FIS Freestyle Ski & Snowboard World Championships 2017 25,000* World Single Distances Speed Skating Championships 2016 22,476 IIHF World Women's Championship 2017 20,034 BMW FIBT Bob & Skeleton World Championships 2015 20,000 World Single Distances Speed Skating Championships 2017 18,562 IIHF World Women's Championships 2015 15,522 World Synchronized Skating Championships 2015 14,119 Luge World Championships - Artificial Track 2016 13,500 ZEN-NOH World Women's Curling Championship 2015 13,000 BMW IBSF Bobsleigh & Skeleton World Championships 2017 10,000* Bobsleigh & Skeleton World Championships 2016 10,000* Luge World Championships - Artificial Track 2015 10,000 World Short Track Speed Skating Championships 2016 9,600 World Short Track Speed Skating Championships 2015 9,000 World Allround Speed Skating Championships 2017 8,657 World Allround Speed Skating Championships 2016 6,000 World Sprint Speed Skating Championships 2015 5,000* World Sprint Speed Skating Championships 2016 5,000 Luge World Championships - Artificial Track 2017 5,000* World Allround Speed Skating Championships 2015 4,200 World Sprint Speed Skating Championships 2017 3,513 World Synchronized Skating Championships 2016 2,000* World Synchronized Skating Championships 2017 2,000* 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 *= estimated Outdoor Events Indoor Events

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Comparative Data Analysis Attendance Winter sports world championships – Indoor events only

361˚ World Men’s Curling Championship 2018 attendance

361˚ World Men’s Curling Championship 2018 Rank 74,829 9/33 events

Attendance comparison

IIHF World Championships 2015 741,690 IIHF World Championship 2017 686,391 IIHF World Championships 2018 520,481 IIHF World Championship 2016 417,414 World Figure Skating Championships 2016 108,264 CPT World Women's Curling Championship 2017 90,000 Ford World Men's Curling Championship 2017 85,214 World Figure Skating Championships 2017 80,000* 361˚ World Men's Curling Championship 2018 74,829 Ford World Women's Curling Championship 2018 69,391 Ford World Men's Curling Championship 2015 65,000 World Figure Skating Championships 2015 58,000 Ford World Women's Curling Championship 2016 51,765 World Men's Curling Championship 2016 49,300 IIHF World Women's Championship 2016 41,109 World Single Distances Speed Skating Championships 2015 32,500 World Short Track Speed Skating Championships 2017 25,000 World Single Distances Speed Skating Championships 2016 22,476 IIHF World Women's Championship 2017 20,034 World Single Distances Speed Skating Championships 2017 18,562 IIHF World Women's Championships 2015 15,522 World Synchronized Skating Championships 2015 14,119 ZEN-NOH World Women's Curling Championship 2015 13,000 World Short Track Speed Skating Championships 2016 9,600 World Short Track Speed Skating Championships 2015 9,000 World Allround Speed Skating Championships 2017 8,657 World Allround Speed Skating Championships 2016 6,000 World Sprint Speed Skating Championships 2015 5,000* World Sprint Speed Skating Championships 2016 5,000 World Allround Speed Skating Championships 2015 4,200 World Sprint Speed Skating Championships 2017 3,513 World Synchronized Skating Championships 2016 3,000* World Synchronized Skating Championships 2017 3,000*

0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 *= estimated Indoor Events

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Comparative Data Analysis Accredited Media Winter sports world championships – All events

361˚ World Men’s Curling Championship 2018 accredited media

361˚ World Men’s Curling Championship 2018 Rank 60 37/48 events

Accredited media comparison

FIS Alpine World Ski Championship 2017 1,500 FIS Nordic World Ski Championships 2017 1,497 IIHF World Championship 2017 1,450 FIS Nordic World Ski Championships 2015 1,250 FIS Alpine World Ski Championship 2015 1,200 IIHF World Championships 2015 971 FIS Freestyle Ski & Snowboard World Championships 2017 870 IIHF World Championship 2016 700 World Biathlon Championships 2016 586 World Figure Skating Championships 2016 540 World Figure Skating Championships 2017 522 World Biathlon Championships 2017 519 World Biathlon Championships 2015 502 FIS Freestyle Ski & Snowboard World Championships 2015 350 IIHF World Championships 2018 300* World Figure Skating Championships 2015 298 World Single Distances Speed Skating Championships 2016 238 World Single Distances Speed Skating Championships 2017 227 IIHF World Women's Championship 2017 200* ZEN-NOH World Women's Curling Championship 2015 185 Ford World Men's Curling Championship 2017 160 World Sprint Speed Skating Championships 2016 148 Luge World Championships - Artificial Track 2016 140 Ford World Men's Curling Championship 2015 125 BMW FIBT Bob & Skeleton World Championships 2015 120 World Short Track Speed Skating Championships 2016 112 World Allround Speed Skating Championships 2016 101 IIHF World Women's Championship 2016 100* IIHF World Women's Championships 2015 100* Bobsleigh & Skeleton World Championships 2016 100* World Short Track Speed Skating Championships 2017 99 World Short Track Speed Skating Championships 2015 96 World Allround Speed Skating Championships 2017 94 World Single Distances Speed Skating Championships 2015 80 World Sprint Speed Skating Championships 2015 71 World Allround Speed Skating Championships 2015 61 361˚ World Men's Curling Championship 2018 60 Luge World Championships - Artificial Track 2015 50 World Synchronized Skating Championships 2017 50 World Sprint Speed Skating Championships 2017 49 Ford World Women's Curling Championship 2016 40 World Men's Curling Championship 2016 40 Luge World Championships - Artificial Track 2017 30* World Synchronized Skating Championships 2016 27 CPT World Women's Curling Championship 2017 25* Ford World Women's Curling Championship 2018 25* World Synchronized Skating Championships 2015 22 BMW IBSF Bobsleigh & Skeleton World Championships 2017 20* 0 200 400 600 800 1,000 1,200 1,400 1,600 *= estimated Outdoor Events Indoor Events

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Comparative Data Analysis Accredited Media Winter sports world championships – Indoor events only

361˚ World Men’s Curling Championship 2018 accredited media

361˚ World Men’s Curling Championship 2018 Rank 60 25/33 events

Accredited media comparison

IIHF World Championship 2017 1,450 IIHF World Championships 2015 971 IIHF World Championship 2016 700 World Figure Skating Championships 2016 540 World Figure Skating Championships 2017 522 IIHF World Championships 2018 300* World Figure Skating Championships 2015 298 World Single Distances Speed Skating Championships 2016 238 World Single Distances Speed Skating Championships 2017 227 IIHF World Women's Championship 2017 200* ZEN-NOH World Women's Curling Championship 2015 185 Ford World Men's Curling Championship 2017 160 World Sprint Speed Skating Championships 2016 148 Ford World Men's Curling Championship 2015 125 World Short Track Speed Skating Championships 2016 112 World Allround Speed Skating Championships 2016 101 IIHF World Women's Championship 2016 100* IIHF World Women's Championships 2015 100* World Short Track Speed Skating Championships 2017 99 World Short Track Speed Skating Championships 2015 96 World Allround Speed Skating Championships 2017 94 World Single Distances Speed Skating Championships 2015 80 World Sprint Speed Skating Championships 2015 71 World Allround Speed Skating Championships 2015 61 361˚ World Men's Curling Championship 2018 60 World Synchronized Skating Championships 2017 50 World Sprint Speed Skating Championships 2017 49 Ford World Women's Curling Championship 2016 40 World Men's Curling Championship 2016 40 World Synchronized Skating Championships 2016 27 CPT World Women's Curling Championship 2017 25* Ford World Women's Curling Championship 2018 25* World Synchronized Skating Championships 2015 22

*= estimated 0 200 400 600 800 1,000 1,200 1,400 1,600 Indoor Events

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Comparative Data Analysis Television Broadcasters Winter sports world championships – All events

361˚ World Men’s Curling Championship 2018 television broadcasters

361˚ World Men’s Curling Championship 2018 Rank 13 26/48 events

Television broadcasters comparison

IIHF World Championships 2018 81 IIHF World Championship 2017 51 IIHF World Championships 2015 50 World Figure Skating Championships 2016 39 FIS Freestyle Ski & Snowboard World Championships 2017 36 World Figure Skating Championships 2015 30 World Biathlon Championships 2017 26 World Figure Skating Championships 2017 25 FIS Freestyle Ski & Snowboard World Championships 2015 25 FIS Nordic World Ski Championships 2017 22 World Sprint Speed Skating Championships 2017 21 FIS Nordic World Ski Championships 2015 20* ZEN-NOH World Women's Curling Championship 2015 20 World Allround Speed Skating Championships 2017 20 World Short Track Speed Skating Championships 2017 18 World Men's Curling Championship 2016 17 World Allround Speed Skating Championships 2016 17 IIHF World Championship 2016 15 FIS Alpine World Ski Championship 2015 15* FIS Alpine World Ski Championship 2017 15* World Single Distances Speed Skating Championships 2015 15 World Single Distances Speed Skating Championships 2016 15 CPT World Women's Curling Championship 2017 14 BMW FIBT Bob & Skeleton World Championships 2015 14 361˚ World Men's Curling Championship 2018 13 Luge World Championships - Artificial Track 2016 13 World Sprint Speed Skating Championships 2016 13 Ford World Women's Curling Championship 2018 12 Ford World Women's Curling Championship 2016 12 World Sprint Speed Skating Championships 2015 12 World Allround Speed Skating Championships 2015 12 Luge World Championships - Artificial Track 2015 11 World Short Track Speed Skating Championships 2015 11 Luge World Championships - Artificial Track 2017 11 World Biathlon Championships 2015 10* Ford World Men's Curling Championship 2015 10 Ford World Men's Curling Championship 2017 9 World Single Distances Speed Skating Championships 2017 9 World Short Track Speed Skating Championships 2016 9 IIHF World Women's Championships 2015 8 IIHF World Women's Championship 2017 6 World Biathlon Championships 2016 5* BMW IBSF Bobsleigh & Skeleton World Championships 2017 5* Bobsleigh & Skeleton World Championships 2016 5* World Synchronized Skating Championships 2017 3 World Synchronized Skating Championships 2016 2 IIHF World Women's Championship 2016 1* World Synchronized Skating Championships 2015 1 0 10 20 30 40 50 60 70 80 90 *= estimated Outdoor Events Indoor Events

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Comparative Data Analysis Television Broadcasters Winter sports world championships – Indoor events only

361˚ World Men’s Curling Championship 2018 television broadcasters

361˚ World Men’s Curling Championship 2018 Rank 13 17/33 events

Television broadcasters comparison

IIHF World Championships 2018 81 IIHF World Championship 2017 51 IIHF World Championships 2015 50 World Figure Skating Championships 2016 39 World Figure Skating Championships 2015 30 World Figure Skating Championships 2017 25 World Sprint Speed Skating Championships 2017 21 ZEN-NOH World Women's Curling Championship 2015 20 World Allround Speed Skating Championships 2017 20 World Short Track Speed Skating Championships 2017 18 World Men's Curling Championship 2016 17 World Allround Speed Skating Championships 2016 17 IIHF World Championship 2016 15 World Single Distances Speed Skating Championships 2015 15 World Single Distances Speed Skating Championships 2016 15 CPT World Women's Curling Championship 2017 14 361˚ World Men's Curling Championship 2018 13 World Sprint Speed Skating Championships 2016 13 Ford World Women's Curling Championship 2018 12 Ford World Women's Curling Championship 2016 12 World Sprint Speed Skating Championships 2015 12 World Allround Speed Skating Championships 2015 12 World Short Track Speed Skating Championships 2015 11 Ford World Men's Curling Championship 2015 10 Ford World Men's Curling Championship 2017 9 World Single Distances Speed Skating Championships 2017 9 World Short Track Speed Skating Championships 2016 9 IIHF World Women's Championships 2015 8 IIHF World Women's Championship 2017 6 World Synchronized Skating Championships 2017 3 World Synchronized Skating Championships 2016 2 IIHF World Women's Championship 2016 1* World Synchronized Skating Championships 2015 1

0 10 20 30 40 50 60 70 80 90 *= estimated Indoor Events

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Comparative Data Analysis Television Nations Winter sports world championships – All events

361˚ World Men’s Curling Championship 2018 television nations

361˚ World Men’s Curling Championship 2018 Rank 47 18/48 events

Television nations comparison

IIHF World Championships 2018 198 IIHF World Championships 2015 165 IIHF World Championship 2017 164 CPT World Women's Curling Championship 2017 130 IIHF World Championship 2016 125 World Men's Curling Championship 2016 123 Ford World Men's Curling Championship 2017 90 Luge World Championships - Artificial Track 2017 80 FIS Freestyle Ski & Snowboard World Championships 2017 70 FIS Alpine World Ski Championship 2015 70 FIS Nordic World Ski Championships 2017 60 ZEN-NOH World Women's Curling Championship 2015 60 Luge World Championships - Artificial Track 2016 59 World Biathlon Championships 2017 58 FIS Alpine World Ski Championship 2017 57 Luge World Championships - Artificial Track 2015 55 Ford World Women's Curling Championship 2018 55 361˚ World Men's Curling Championship 2018 47 FIS Nordic World Ski Championships 2015 30 World Figure Skating Championships 2015 28 World Figure Skating Championships 2017 26 World Biathlon Championships 2016 25 FIS Freestyle Ski & Snowboard World Championships 2015 25 World Figure Skating Championships 2016 25 World Single Distances Speed Skating Championships 2017 21 World Biathlon Championships 2015 18 World Sprint Speed Skating Championships 2016 18 World Single Distances Speed Skating Championships 2016 17 World Allround Speed Skating Championships 2016 15 World Single Distances Speed Skating Championships 2015 15 World Sprint Speed Skating Championships 2017 14 World Allround Speed Skating Championships 2017 14 World Short Track Speed Skating Championships 2017 14 World Short Track Speed Skating Championships 2016 13 World Sprint Speed Skating Championships 2015 12 World Allround Speed Skating Championships 2015 12 World Short Track Speed Skating Championships 2015 11 BMW FIBT Bob & Skeleton World Championships 2015 10 BMW IBSF Bobsleigh & Skeleton World Championships 2017 10 Bobsleigh & Skeleton World Championships 2016 10 Ford World Women's Curling Championship 2016 10 Ford World Men's Curling Championship 2015 10 IIHF World Women's Championship 2017 6 IIHF World Women's Championships 2015 5 World Synchronized Skating Championships 2017 3 World Synchronized Skating Championships 2016 2 IIHF World Women's Championship 2016 1 World Synchronized Skating Championships 2015 1 0 50 100 150 200 250 Outdoor Events Indoor Events

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Comparative Data Analysis Television Nations Winter sports world championships – Indoor events only

361˚ World Men’s Curling Championship 2018 television nations

361˚ World Men’s Curling Championship 2018 Rank 47 10/33 events

Television nations comparison

0 50 100 150 200 250 Indoor Events

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Comparative Data Analysis Volunteers Winter sports world championships – All events

361˚ World Men’s Curling Championship 2018 volunteers

361˚ World Men’s Curling Championship 2018 Rank 153 28/48 events

Volunteers comparison

FIS Nordic World Ski Championships 2017 3,163 FIS Alpine World Ski Championship 2015 2,200 World Biathlon Championships 2015 2,169 FIS Nordic World Ski Championships 2015 1,600 FIS Alpine World Ski Championship 2017 1,375 World Biathlon Championships 2016 1,350 IIHF World Championships 2015 1,000 IIHF World Championship 2016 1,000 FIS Freestyle Ski & Snowboard World Championships 2015 800 IIHF World Championship 2017 600 ZEN-NOH World Women's Curling Championship 2015 600 Ford World Men's Curling Championship 2017 550 IIHF World Championships 2018 500* World Biathlon Championships 2017 500 IIHF World Women's Championship 2016 500 World Figure Skating Championships 2017 450 Ford World Men's Curling Championship 2015 450 FIS Freestyle Ski & Snowboard World Championships 2017 400 IIHF World Women's Championship 2017 400* IIHF World Women's Championships 2015 400* World Figure Skating Championships 2015 350* World Figure Skating Championships 2016 350* BMW FIBT Bob & Skeleton World Championships 2015 250 World Sprint Speed Skating Championships 2017 200 World Synchronized Skating Championships 2015 200 World Allround Speed Skating Championships 2015 185 World Single Distances Speed Skating Championships 2016 180 361˚ World Men's Curling Championship 2018 153 World Men's Curling Championship 2016 150 Ford World Women's Curling Championship 2018 100* World Single Distances Speed Skating Championships 2017 100* World Sprint Speed Skating Championships 2016 100* World Allround Speed Skating Championships 2016 100* World Single Distances Speed Skating Championships 2015 100* World Allround Speed Skating Championships 2017 100* World Sprint Speed Skating Championships 2015 100* Ford World Women's Curling Championship 2016 100* World Synchronized Skating Championships 2017 100* World Synchronized Skating Championships 2016 100* CPT World Women's Curling Championship 2017 90* Luge World Championships - Artificial Track 2017 80 Luge World Championships - Artificial Track 2016 50* Luge World Championships - Artificial Track 2015 50* World Short Track Speed Skating Championships 2017 50* World Short Track Speed Skating Championships 2016 50* World Short Track Speed Skating Championships 2015 50* BMW IBSF Bobsleigh & Skeleton World Championships 2017 50* Bobsleigh & Skeleton World Championships 2016 50* 0 500 1,000 1,500 2,000 2,500 3,000 3,500 *= estimated Outdoor Events Indoor Events

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Comparative Data Analysis Volunteers Winter sports world championships – Indoor events only

361˚ World Men’s Curling Championship 2018 volunteers

361˚ World Men’s Curling Championship 2018 Rank 153 18/33 events

Volunteers comparison

IIHF World Championships 2015 1,000 IIHF World Championship 2016 1,000 IIHF World Championship 2017 600 ZEN-NOH World Women's Curling Championship 2015 600 Ford World Men's Curling Championship 2017 550 IIHF World Championships 2018 500* IIHF World Women's Championship 2016 500 World Figure Skating Championships 2017 450 Ford World Men's Curling Championship 2015 450 IIHF World Women's Championship 2017 400* IIHF World Women's Championships 2015 400* World Figure Skating Championships 2015 350* World Figure Skating Championships 2016 350* World Sprint Speed Skating Championships 2017 200 World Synchronized Skating Championships 2015 200 World Allround Speed Skating Championships 2015 185 World Single Distances Speed Skating Championships 2016 180 361˚ World Men's Curling Championship 2018 153 World Men's Curling Championship 2016 150 Ford World Women's Curling Championship 2018 100* World Single Distances Speed Skating Championships 2017 100* World Sprint Speed Skating Championships 2016 100* World Allround Speed Skating Championships 2016 100* World Single Distances Speed Skating Championships 2015 100* World Allround Speed Skating Championships 2017 100* World Sprint Speed Skating Championships 2015 100* Ford World Women's Curling Championship 2016 100* World Synchronized Skating Championships 2017 100* World Synchronized Skating Championships 2016 100* CPT World Women's Curling Championship 2017 90* World Short Track Speed Skating Championships 2017 50* World Short Track Speed Skating Championships 2016 50* World Short Track Speed Skating Championships 2015 50*

*= estimated 0 200 400 600 800 1,000 1,200 Indoor Events

GSI EVENT STUDY / 361˚ WORLD MEN’S CURLING CHAMPIONSHIP 2018

Comparative Data Analysis Comparison Events

Winter sports world championships

SPORT EVENT CITY NATION Biathlon World Biathlon Championships 2015 Kontiolahti Finland Biathlon World Biathlon Championships 2016 Oslo Norway Biathlon World Biathlon Championships 2017 Hochfilzen Austria Bobsleigh BMW FIBT Bob & Skeleton World Championships 2015 Winterberg Germany Bobsleigh BMW IBSF Bobsleigh & Skeleton World Championships 2017 Königssee Germany Bobsleigh Bobsleigh & Skeleton World Championships 2016 Innsbruck Austria Curling 361˚ World Men's Curling Championship 2018 Las Vegas USA Curling CPT World Women's Curling Championship 2017 Beijing China Curling Ford World Men's Curling Championship 2015 Halifax Canada Curling Ford World Men's Curling Championship 2017 Edmonton Canada Curling Ford World Women's Curling Championship 2016 Swift Current Canada Curling Ford World Women's Curling Championship 2018 North Bay Canada Curling World Men's Curling Championship 2016 Basel Switzerland Curling ZEN-NOH World Women's Curling Championship 2015 Sapporo Japan Figure skating World Figure Skating Championships 2015 Shanghai China Figure skating World Figure Skating Championships 2016 Boston USA Figure skating World Figure Skating Championships 2017 Helsinki Finland Ice hockey IIHF World Championship 2015 Prague & Ostrava Czech Republic Ice hockey IIHF World Championship 2016 Moscow & St. Petersburg Russia Ice hockey IIHF World Championship 2017 Cologne & Paris Germany & France Ice hockey IIHF World Championship 2018 Copenhagen & Herning Denmark Ice hockey IIHF World Women's Championship 2015 Malmö Sweden Ice hockey IIHF World Women's Championship 2016 Kamloops Canada Ice hockey IIHF World Women's Championship 2017 Plymouth USA Luge Luge World Championships - Artificial Track 2015 Sigulda Latvia Luge Luge World Championships - Artificial Track 2016 Königssee Germany Luge Luge World Championships - Artificial Track 2017 Innsbruck Austria Short track speed skating World Short Track Speed Skating Championships 2015 Moscow Russia Short track speed skating World Short Track Speed Skating Championships 2016 Seoul Korea Short track speed skating World Short Track Speed Skating Championships 2017 Rotterdam Netherlands Skiing - Alpine FIS Alpine World Ski Championship 2015 Vail USA Skiing - Alpine FIS Alpine World Ski Championship 2017 St. Moritz Switzerland Skiing - Freestyle FIS Freestyle Ski & Snowboard World Championships 2015 Kreischberg Austria Skiing - Freestyle FIS Freestyle Ski & Snowboard World Championships 2017 Sierra Nevada Spain Skiing - Nordic combined FIS Nordic World Ski Championships 2015 Falun Sweden Skiing - Nordic combined FIS Nordic World Ski Championships 2017 Lahti Finland Speed Skating World Allround Speed Skating Championships 2015 Calgary Canada Speed skating World Allround Speed Skating Championships 2016 Berlin Germany Speed skating World Allround Speed Skating Championships 2017 Hamar Norway Speed skating World Single Distances Speed Skating Championships 2015 Heerenveen Netherlands Speed skating World Single Distances Speed Skating Championships 2016 Kolomna Russia Speed skating World Single Distances Speed Skating Championships 2017 Gangneung Korea Speed skating World Sprint Speed Skating Championships 2015 Astana Kazakhstan Speed skating World Sprint Speed Skating Championships 2016 Seoul Korea Speed skating World Sprint Speed Skating Championships 2017 Calgary Canada Synchronised skating World Synchronized Skating Championships 2015 Hamilton Canada Synchronised skating World Synchronized Skating Championships 2016 Budapest Hungary Synchronised skating World Synchronized Skating Championships 2017 Colorado Springs USA

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