2014 Burton US Open Snowboarding Championships Presented by MINI Burton US Open Snowboarding Championships: Monday, Mar 3 – Saturday, Mar 8, 2014

Event Recap: 2014 Burton US Open Snowboarding Championships presented by MINI Burton US Open Snowboarding Championships: Monday, Mar 3 – Saturday, Mar 8, 2014

Nick Sargent, Burton Snowboards Office: 802.660.3285 Mobile: 303.588.5807 [email protected]

2 Event Overview

The 2014 USO went down in the books as the best one in the history of the event. The 32nd annual USO saw 96 of the world’s greatest snowboarders, including Olympic gold medalists Jamie Anderson (USA) and Kaitlyn Farrington (USA), silver medalist Stale Sandbech (NOR) and bronze medalists Mark McMorris (CAN), Taku Hiraoka (JPN) and Kelly Clark (USA). In all there were 54 USO competors that were also in Sochi. In addion top riders such as Torstein Horgmo, Chas Guldemond, Taylor Gold, Arielle Gold and Spencer O’Brien took part in the 4 days of compeon and the week long fesvies.

This year, built on the momentum and success of the 2013 event. A week’s worth of acvies were oﬀered to the riders, media, locals and spectators alike, showcasing how Burton and Vail are best in class….all that Vail and Burton can oﬀer: top notch riding, world class venues, nightlife, après acvies, sponsor interacons, best in class free riding, kids and family acvies, top musical acts and more. New this year was the Olympic Welcome on Wednesday. Designed to get people into town earlier in the week and to celebrate the riders that competed in Sochi.

Town of Vail | CSE | 5/7/14 3 Vail Brand Compatibility

Standard of excellence met by:

• For the second year in a row, the greatest snowboard event in the world was hosted by the premiere mountain resort community in the world. Building on the momentum and excitement of 2013, the 2014 event saw event greater aendance, quality of experience and economic impact further demonstrang the power of marrying two premium brands.

• The 2014 Burton US Open featured the World's best female and male snowboarders including 54 athletes that had competed in the Olympics and six 2014 Winter Olympic medalists.

• The event producon level was further elevated in 2014. On hill venues were enhanced, new oﬀ hill acvies were added and exisng acvies were improved all creang a best in class experience for the athletes and the spectators.

Town of Vail | CSE | 5/7/14 4 Event Strengths & Weaknesses

• Exceeded expectaons:

• The 2014 Burton US Open connues to met and exceeded all expectaons set by Burton and its supporng partners. World class compeon combined with top notch oﬀ hill acvies and fesvies created, all hosted in a premiere resort locaon yielded the “best ever” in the history of the USO.

“It was so great to be able to make the US Open this year at Vail aer a whirlwind Post-Olympics tour. The town does such a great job, and I was so excited to get back on snow with such a great group of riders. I’m looking forward to next year as I think it is an awesome way to end my compeon season!” Kaitlyn Farrington, Gold Medalist in Halfpipe, 2014 Olympic Winter Games.

Town of Vail | CSE | 5/7/14 5 Event Strengths & Weaknesses

• Event Highlights:

• The USO saw 96 of the best riders in the world, including 54 Sochi Olympians and 6 medalists compeng for 4 days on world class halfpipe and slopestyle venues.

• The USO featured enhanced in town acvies for all ages that enhanced the spectator and town visitor experience including: Olympic Celebraon, Après All Day Lounge, Riglet park, USO entertainment hubs, live DJs and concerts and more.

• Over 49,000 projected spectators came out to aend the USO Wednesday – Saturday.

• The USO once again helped have a posive impact on local revenues: March tax revenues up 3.5% from 2013 and parking revenues up 9% from 2013

Town of Vail | CSE | 5/7/14 6 Event Strengths & Weaknesses

• During the USO week, Vail Mountain saw a signiﬁcant increase in skier visit over the same week in 2013 and 2012. They also saw a signiﬁcant increase in the number of snowboarders on the mountain during the event week than in the previous year.

• The USO packed the town with 96% lodging occupancy for the valley

• 2014 saw a connuaon of the collaboraon with local businesses started in 2013 in which people were encouraged to visit Vail businesses.

• The USO connues to aract media with over 192 media and photo credenals were distributed onsite, represenng 91 media outlets and resulted in 1200+ stories, up 66% from 2013.

• The 2014 USO was Burton’s most socially engaged event to date with over 15,000 tags across 46 countries.

Town of Vail | CSE | 5/7/14 7 Event Strengths & Weaknesses

• The USO connues to be provide a successful global TV and webcast plaorm for the event and its partners: Over 1,000 hours covering more than 185 broadcast territories and with a potenal reach of all programming to more than 9,000,000,000 house holds.

• In 2014, the USO established a partnership with the new network FS2 which included live coverage of the men’s and women’s HP and SS ﬁnals and yielded over 900,000 viewers.

• The USO connued its eﬀorts on local and regional markeng including print, online, radio, social, billboards and broadcast

• The USO made eﬀorts to reach out to the local Vail youth to engage them in USO acvies including Riglet and compeon viewing.

• Creaon of the Olympic Celebraon with the aim to drive people into town early in the event week.

Town of Vail | CSE | 5/7/14 8 Event Strengths & Weaknesses

• Measures that could be taken for event improvement:

• Connued outreach and engagement with local ski/snowboard community.

• Connued outreach and engagement with local youth.

• Connue to develop programs that support local businesses.

• Strive for greater engagement with the foreign visitors.

• Work on speaking to early season visitors with the intent to get them to return to Vail for the USO.

• Connue to strengthen the event foundaon, rather than expanding the event for expansion sake.

Town of Vail | CSE | 5/7/14 9 Event Strengths & Weaknesses

• On all accounts, the 2014 USO was the most successful USO to date. Building on the successes of 2013, the USO saw growth in the areas of economic impact, spectators, media and general event improvements.

• Lodging: on par with 2013 and exceeded same calendar week

• TV distribuon: exceeded 2013

• Media aendance and coverage: exceeded 2013

• Impact on revenues: exceeded same calendar week in 2013

• Skier Visits: exceeded same calendar week in 2013

• Local community outreach: exceeded 2013

• Markeng/promoon: exceed 2013

Town of Vail | CSE | 5/7/14 10 Event Budget

• Total event budget: $4 million

• CSE funds: $400,000

• Proﬁt (loss): $0

• In-kind Sponsorship: $0

• Cash: $3 million

Town of Vail | CSE | 5/7/14 11 Estimated Results

Another banner year for USO aendance, which further demonstrates that both the on and oﬀ hill aracons provide a compelling reason to come to Vail. This season the USO implemented a new system of measurement, assessing the number of actual spectators, rather than the number of total onsite event impressions as was done in 2013.

Spectators vs. Comp Sponsor Concert Lionshead Projected Total Total Impressions Venue Villages /Dobson /Riglet Skier Spectators Impressions Days 2014 8,500 26,000 14,300 100 72,000 49,850 121,805 (3/5-8) 2013 15,000 14,000 60,000 91,000 (2/28-3/2)

Town of Vail | CSE | 5/7/14 12 Estimated Results

Vail Mt Maze Survey Highlights Golden Peak Lionshead Vail Village 75

43 46 33 29 29 29 24 16 18 8 13

% that said % that said % that said % that said USO enhanced they came they came they came their specifically for specifically for specifically for experience USO Men's HP Sat. band

Town of Vail | CSE | 5/7/14 Town of Vail | CSE | 6/7/14 13 Estimated Results

The USO implemented its own survey in 2014, interviewing over 200 people about their experience in Vail. Here are the highlights:

33%: Overnight visitor 15%: Seasonal resident 23%: Full me resident 28%: Day Visitor

Overnight visitors stayed an average of 4.5 nights, the majority were staying in Vail.

The USO was rated on average a 6.5 (out of 10) with regard to how important the event was in factoring their decision to come to Vail.

Average age of survey respondent was 27

Consumer spending/day: $20 - $1500/day

Town of Vail | CSE | 5/7/14 14

Estimated Return on Investment (ROI)*

• TOV TO COMPUTE

Town of Vail | CSE | 5/7/14 15 Lodging

Once again, the USO made a signiﬁcant impact on lodging within the Vail valley, yielding an 8% increase in capacity and $32 ADR bump from the same week in 2013. Addionally, total rooms booked by and through event grew by 491 room nights.

Lodging Event Week Same Calendar March Room Tallies Week ADR Nights 2014 96%(Mar 3-8) $496 2318 2013 97% 88% $464 1827 (Feb 25 –Mar 2) (Mar 4-9)

Town of Vail | CSE | 5/7/14 16 Local Revenue

It can be inferred that the USO is a contribung factor in the posive growth in local tax revenues over the last two years during the month of March. Tax revenues were up 7.7% or $271,544 from budget and up 3.5% or $128,468 from March 2013.

Local Taxes February March 2014 $3,778,625 2013 $3,209,239 $3,690,232

“The Burton USO proved again this year that it is a great addion to the lineup of events and acvies in Vail. USO brings an energec, enthusiasc crowd to Vail. The Sonnenalp enjoyed a boost in business in both heads in beds and in sales at our food and beverage outlets. We look forward to welcoming Burton USO back to Vail for many years to come!” Patricia McNamara Director of Sales, Sonnenalp

Town of Vail | CSE | 5/7/14 17 Local Revenue

The 2014 USO also helped generate increases in local parking revenues, up 9% from 2013.

This further demonstrates the posive impact the USO had on this oﬀ peak week.

Parking 2014 Mar 7-9 2013 Mar 3-10 2013 Mar 1-3 (same calendar week) (event week) Vail Village Cars 6,913 6,803 7,692 Vail Village $ $59,486.00 $58,925.00 $70,243.00 Lionshead Cars 4,893 4,596 4,863 Lionshead $ $49,170.00 $43,222.00 $51,445.00 Total Revenue $108,656.00 $102,147.00 $121,668.00

Town of Vail | CSE | 5/7/14 18 Local Business Quotes

“Thank you for your partnership on one more successful year of the Burton US Open. This event has impacted immensely Larkspur’s lunch and après business, increasing our revenue by 40% compared to prior years when we didn’t have the compeon in Golden Peak. Compared to 2013, 2014’s revenue was increased by 4%. The event has also brought a vibrant atmosphere to our restaurant and the early planning and organizaon made it even easier and enjoyable this year for both our staﬀ and our guests.” Nathalia Souza Chinn, Events Director, Larkspur

“The Burton US Open was great for Bol! Being located right next to the Après All Day Lounge we were able to generate a lot of business from the athletes, the sponsors and fans in Vail for the event. The whole week brought great energy to town and was a perfect crowd for us to showcase our food & drinks, ﬁll the bowling lanes and host talented DJs that we love, really elevang our nightlife. We are looking forward to teaming up with Burton again next year!” Caitlin Pauls, Events Coordinator, Bol

Town of Vail | CSE | 5/7/14 19

Vail Mountain

For the second year, Vail Mountain felt the posive eﬀects of hosng the USO.

• Even though the week of the USO was considered “off peak”, Vail saw a greater number of cumulave skier visits than during the same calendar week (“Off Peak 3”) in 2013 and in 2012. • Vail saw an increase in the number of snowboarders during the USO than was seen during the same week in 2013. • During the USO week, Vail saw significant growth with desnaon and out of state visitors over the same week in 2013. There was significant growth with the internaonal visitor. In addion, instate overnight numbers grew as well.

“We are thrilled with the energy, excitement and exposure that the Burton US Open brought to Vail this season. There was clearly more focus and aenon on the US Open in its second year, and we felt the operaon of the event was another big step up in year two and we can all make another big step up for year three. We felt that the vision of elevang the event to a world-class level was realized this year and that we now have a plaorm to make it even bigger for Burton and Vail in the years to come.” Chris Jarnot, Senior Vice President and Chief Operang Oﬃcer, Vail Mountain.

Town of Vail | CSE | 5/7/14 20 Marketing and Promotion

Similar to the 2013 USO, Burton made signiﬁcant markeng eﬀorts to reach out to a local, regional, naonal and internaonal audience via print, online, broadcast and social media.

Town of Vail | CSE | 5/7/14 21 Webcast

The USO webcast sets the bar for the industry and 2014 was no excepon: fun talent, engaging programming and great guests made for a compelling four day webcast (22 hours) that was seen around the world.

Live Daily Video Total Hr. Min. Webcast Viewers Sessions Consumed per Visit 2013 239,199 52,984 13.29 2014 169,588 52,327 21.98

VOD Daily Video Total Hr. Min. (Mar Viewers Sessions Consumed per 9-23) Visit 2013 30,964 3,867 7.49 2014 25,423 1,204 4.13

Town of Vail | CSE | 5/7/14 22 TV

The USO produced 7 different TV shows including 4 live finals and 3 post produced highlight shows. New this year the women’s HP and SS finals were made available as live shows around the world. Such depth of programming provided for networks around the world to take programming that fit with their audience and programming tastes.

Show Length (min) Live Post Produced Men’s HP 120 X Women’s HP 90 X Men’s SS 120 X Women’s SS 90 X HP Highlight 30 X SS Highlight 30 X Lifestyle 30 X

Town of Vail | CSE | 5/7/14 23 TV

New in 2014, the USO forged a partnership with the new network Fox Sports 2 in eﬀorts to build a home for snowboarding in the US and to grow a partnership in which the USO becomes a standout winter property for the network. Addionally, the USO programming was distributed around the world via IMG Media and live locally in the Vail valley on TV8.

Domesc TV Total Programs Total Viewers 2014 (FS2 + FSN) 7 original + reairs 957,000 2013 (NBCSN) Men’s HP 93,000 2013 (Universal) 7 original + reairs 770,000

Internaonal Total Hours Total Territories Potenal Viewers TV (including Reairs) 2014 1000+ 185 9,030,088,441 2013 1000+ 175 3,457,703,515 Note: The TV graphics from 2013 USO programs were nominated for an Emmy.

Town of Vail | CSE | 5/7/14 Town of Vail | CSE | 6/7/14 24 TV

Key distribuon territories:

Programming Key Takers/Naons Live US, RUS, SWE, POR, POL, NZL, ITL, ISR, GER, FRA Post AUT, AUS, SUI, BRA, CHN, GER, JPN, NZL, POR, SKO, SWE, USA

The USO programming featured Vail/Town of Vail in all of the 6 programs both verbally and visually. Aside from 5 commercials and 3 billboards that ran in USO programming (and the re-airs), a :15 second piece on TOV was created as part of the introducon for the USO lifestyle show that aired globally.

Town of Vail | CSE | 5/7/14 25

National Marketing

PRINT – NATIONAL (THROUGH BURTON)

Transworld Snowboarding • 2 USO single pages – Feb Issue • Total circulaon: 120,558 • Total readership: 753,487 • Ad Value: $50,316

Snowboarder Mag • 2 USO single pages – March Issue • Total circulaon: 70,000 • Total readership: 490,000 • Ad Value: $10,000

Town of Vail | CSE | 5/7/14 26 Regional Marketing

• Colorado Daily - February 14, 21 and 28 • Rocky Mountain Collegian - February 20 and 27 • Boulder Daily Camera - February 16 and 23, March 2 • Westword - February 20, 27; westword.com FREE added-value • Vail Daily - December 14 (Half) and 28 (Half); January 18 (Half); February 15 (Full), 22 (Half) and 28 (Weekly); March 1(Half), 4 (Half), 5 (Full), 6 (Full), 7 (Full) and 8 (Full) • Idaho Springs Billboard - February 9-March 9 • TIGA Buses - 18 buses, November through April • Open Snow - 2 to 3 e-newsleer inclusions • Denver Digital Signage – Colorado Convenon Center, 1/29 – 2/5 (SIA 1/30 – 2/2) • TV8 - January 1-March 8, :30 spots • Comcast - February-March, :30 spots

TOTAL: $70,823.76 (up from $40,240 in 2013)

Town of Vail | CSE | 5/7/14 Town of Vail | CSE | 6/7/14 27 Radio

RADIO: KZYR THE ZEPHYR • 12/20/13 US Open Band Release 30 hours of “tease” material prior to release, 90 (:15) promos, social media menons, webpage feature leading up to release, 60 (:60) ads for release followed by song montage of arsts • 2/7/14-3/5/14 - 200 (:60) spots • 2/7/14-3/5/14 - Backpack and sponsor giveaways • 3/3/14-3/8/14 - US Open Updates (:60-:90) spots minimum of 6 mes per day with added info on website and social media to include results, daily schedules, and other important info.

AMT (Always Mountain Time Radio) • 2/13/14-3/5/14 - Backpack and sponsor giveaways • 2/13/14-3/5/14 – 288 (:60) spots, 91 (:15) Bonus Live Reads

Town of Vail | CSE | 5/7/14 Town of Vail | CSE | 6/7/14 28 Digital

(Vail): • Google retargeng • Display • CRM Emails • Vail.com homepage dedicaon • Social (FB, Twier, Blog, Instagram, YouTube) • TOTAL: $10,000

(Burton): • US Open Event Secon: • Total Page Views- 434,813 • US Open Homepage takeover on burton.com 2/19-3/6: • Total Page Views-207,870

Town of Vail | CSE | 5/7/14 29 Grass Roots Marketing

GRASSROOTS MARKETING • Menons on VailGov Twier • Event info on Vailgov.com, Vaileventparking.com, "What's Happening in Vail" Posters, "This Week in Vail" Town of Vail weekly news leer, This Week in Vail website • Info to other event websites and groups for Colorado and Denver such as; Vail Resorts, Vail Daily, Vail Valley Partnership, Zvents.com, Evenul.com, Lion Square Lodge Website, Colorado Info, 5280 Denver's Magazine, Denver.org/Denver 365, and ColoradoEventToday.com • Informaon distributed to Vail Info Centers and community hosts • Concierges - 90 hotels between Vail, Beaver Creek, and Avon with rack cards and then again with event guides. • Invitaons to the database for the Concierge Night at the Flagship Burton Store to mailing list of nearly 400 concierges.

Town of Vail | CSE | 5/7/14 30 Grass Roots Marketing

• Full street team was to distribute event ﬂyers/posters within the Vail Valley and surrounding mountain towns: 780 locaons throughout the Vail Valley, Breckenridge, Frisco, Silverthorne, Dillon, Denver, Boulder, Fort Collins, Glenwood Springs, Aspen, and Steamboat Springs.

• Community Outreach and branding within area accounts: BUSO Branded “Table tents” were distributed to restaurants including Garﬁnkel’s, The Red Lion, Larkspur, Tavern on the Square, Altude, Big Bear Bistro, Blue Moose Pizza, Bully Ranch Restaurant, Chicago Pizza, Cinebistro, El Sabor, La Tour, Loaded Joe’s, Local Joe’s, The Fitz, Los Amigos, Mountain Cupcakes, Pazzo’s, Samana, Shakedown, Vail Chophouse, Vail Underground, Vendea’s Italian Restaurant, Westside Café, Yellowbelly, and Ye’s Grind. This was part of the “Après All Day Program”, but info on the tent’s was general event info which helped to bring the community in as part of the event.

Town of Vail | CSE | 5/7/14 31 Grass Roots Marketing

• Met with 50-75 community hosts of the Vail Info Center to ﬁll them in on the Open and get them prepared for quesons from the public.

• Addional groups were informed about the event so they could in turn inform their employees (bus drivers, code enforcement, parking aendees, etc.)

• USO event collateral quanes below: • Event Posters - 2,100 • Event Flyers - 4,500 • Event Guide - 15,000 • Rack Card - 4,500 • Concert Poster - 850 • Concert Flyer - 3,000

Town of Vail | CSE | 5/7/14 32 Social Media

With social media becoming so commonplace in our everyday lives, it’s no surprise that the 32nd annual US Open proved to be Burton’s most socially engaged event to date.

To maximize engagement, the hashtag “#BurtonUSOpen” was once again ulized to allow the audience, both on site and oﬀ, to share their favorite US Open moments, images, and comments.

USO #BurtonUSOpen Countries Total posts on FB, Twier, Posts tags parcipated Instagram 2014 15,000 46 292 2013 3,500 NA 150

Town of Vail | CSE | 5/7/14 33 Social Media

BURTON METRICS

Potential Social Media Impressions Total Reach Impressions Minutes Watched Burton Facebook 2,232,576 8,904,350 - Burton Twier 6,606,625 23,573,101 - Burton Instagram 12,545,000 61,837,384 - Burton YouTube 113,834 113,834 162,038 #BurtonUSOpen 8,725,377 35,449,523 - Keyword "Burton US Open" 3,920,127 9,771,598 -

Total: 34,324,490 140,161,732 3,373,898

Social Media Overview Facebook Posts 95 Tweets 141 #BurtonUSOpen menons 16,236 Instagram Photos 43 You Tube Videos 13 Real-Time Webcast Videos 12 Countries 46 Total Posts 292

Town of Vail | CSE | 5/7/14 34 Social Media

BURTON METRICS

Social Engagement Likes / Favorites Comments / Replies Shares / Retweets Clicks

Facebook 46,474 632 1,175 448,400

Instagram 672,404 2,899 0 2,142

Twier 10,022 251 3,511 6,152

YouTube 1,329 112 108 113,834

Total: 730,229 3,894 4,794 570,528

Total Social Engagement: 1,309,445

Town of Vail | CSE | 5/7/14 35 Social Media

Town of Vail | CSE | 5/7/14 Town of Vail | CSE | 6/7/14 36 Social Media

Town of Vail | CSE | 5/7/14 Town of Vail | CSE | 6/7/14 37 Social Media

Town of Vail | CSE | 5/7/14 38 Social Media

As in 2013, Burton developed a successful social plan speciﬁcally for TOV across Facebook, Twier, YouTube, and Instagram.

This plan resulted in:

TOV TOV Impressions Likes Comments Shares Clicks

Overview Posts

2014 77 30,940,443 264,281 1,609 881 226,582

2013 27 3,137,544 77,083 8,813

Highlights included interacons with the Vail Veterans program, Jake riding with a Make-A-Wish program parcipant, on locaon video content, things to do in TOV, free concert and event informaon, as well as compeon updates and results.

Town of Vail | CSE | 5/7/14 39 Social Media

TOV Social Results for Facebook & Twier:

TOV Posts 2014 2013 2014 2013 Facebook Facebook Twier Twier Posts 35 15 16 5 Impressions 3,280,550 1,962,616 384,460 Likes/Favorite 17,705 34,465 853 24 Comments/Replies 231 8,475 28 5 Shares/Retweet 516 6,574 270 31 Clicks/Min watched 139,697 NA 698

Town of Vail | CSE | 5/7/14 40 Social Media

TOV Social Results for Instagram and YouTube

TOV Posts 2014 2013 2014 2013 Instagram Instagram YouTube YouTube Posts 17 7 9 NA Impressions 790,468 NA Likes/Favorite 244,816 42,594 1,007 NA Comments/Replies 1,267 333 83 NA Shares/Retweet 95 NA Clicks/Min watched 847 107,924 NA

Town of Vail | CSE | 5/7/14 41 PR/Communications

The USO PR eﬀorts connue to set the bar for event coverage. 2014 saw many successes in the PR arena. There was a 10% increase in media aendance over last year. There was a 66% jump in print and online coverage in 2014 and included coverage in such top outlets as: AP, ESPN, Fox Sports 2, Universal Sports, XGames.com, Self, Snowboard Colorado, The Denver Post, 303 Magazine, Vail Valley Magazine, Sneak Peak Vail, Transworld Business, Snowboarder, Snowboard, Transworld Snowboarding, Grind TV, Rad Collector and Snowboard Canada.

Print/ Aending Total Press Total TOV Impressions Ad

Web Media Outlets Releases Stories hits Value 2014 192 91 13 1200+ 450 TBD TBD 2013 173 89 10 800+ NA 190,707,355 $26,419,581

Town of Vail | CSE | 5/7/14 42 PR/Communications

PR was also highly successful in generang broadcast coverage of the event up , number of hits was up 32% from 2013.

TV Total TOV Broadcast Ad Hits Hits Impressions Value 2014 113 35 50,696,030 $13,800,258 2013 36 NA 3,194,713 $120,749

Town of Vail | CSE | 5/7/14 43 PR/Communications

Town of Vail | CSE | 5/7/14 44 PR/Communications

Town of Vail | CSE | 5/7/14 45 PR/Communications

Town of Vail | CSE | 5/7/14 46 PR/Communications

Town of Vail | CSE | 5/7/14 47 Community Contribution

Just as important as the acon that takes place on the hill, are the acvies that take place oﬀ the hill, across the town of Vail. What makes the USO special is the plaorm that Burton creates for the snowboard lifestyle of which music and celebraon play an important role. This year, from Lionshead to Golden Peak there were acvies taking place Wednesday through Saturday. • Solaris Concert Stage hosted world class musical talent Big Giganc on Friday and Capital Cies on Saturday to all-ages capacity crowds.

• Solaris Ice Rink was transformed into the Après All Day Lounge where visitors could listen to a DJ, have a drink, watch the live event feed and interact with event partners Wednesday – Saturday.

Town of Vail | CSE | 5/7/14 48 Community Contribution

• Eagle Bahn/Lionshead became the home of Riglet, an interacve snowboard learning zone for kids 6 and under, Wednesday – Saturday.

• Saturday night, Dobson Ice Arena was altered into a late night club and hosted infamous DJ Jazzy Jeﬀ for a capacity, 21 and over crowd.

• From Golden Peak to Lionshead, 4 high proﬁle bars were selected to serve as USO entertainment hubs with live feeds (where possible), USO swag, USO promos and acvies and special visits from Burton riders, Wednesday – Saturday.

Town of Vail | CSE | 5/7/14 49 Community Contribution

• USO Après All Day: The Après All Day Program was an opportunity available to any restaurant or bar within the town of Vail to get involved with the Burton US Open.

• 26 parcipang restaurants/ bars, as well as the two Burton Stores which was an improvement in parcipaon from the F&B establishments in town • They oﬀered a wide variety of compelling specials which not only ramped up excitement for the BUSO in town but helped to drive traﬃc into town before, during and aer compeons • This was adversed through the US Open website, via the physical card itself which was handed out by community hosts and representaves in the Burton Expo tent, as well as in the newspaper

Town of Vail | CSE | 5/7/14 50 Community Contribution

• Burton US Open Hubs -Garﬁnkel’s, The Red Lion, Larkspur and Tavern on the Square were the 2014 hubs (March 3-8, 2014)

• Burton chose four different restaurants in Vail to fully incorporate into the US Open as official bars where they were loaded with US Open branded barware, Burton décor, and some were given staff tee’s and hats. • BUSO showed their love for the community and support for these hubs but offering each bar a supply of giveaways such as snowboards, backpacks, and other Burton swag to giveaway however the restaurant chose. • Garfinkel’s hired a DJ for an extra night to do some giveaways, and said it was a huge hit. • The bars were all very pleased with the barware and giveaways

Town of Vail | CSE | 5/7/14 51

Community Contribution

• Chill Fundraiser (Wednesday, March 5, 2014) • For the second year, the Chill Fundraiser was hosted at the Colorado Ski and Snowboard Museum. It was a wonderful way to e in the long standing organizaon of Vail’s museum to such a wonderful philanthropic group. • The event was a huge success, packed wall to wall with athletes like Kelly Clark and Mark McMorris and a live DJ seng the night oﬀ right.

• VIP Viewing for Red Sandstone Elementary (Thursday, March 6, 2014) • 45 second graders and 10 teachers from Red Sandstone Elementary were invited to watch the HP semi-ﬁnals in the VIP viewing area. • USO Emcee, Joanna Magic, got the group involved and on the big screen at the top of the halfpipe. Everything went well and the youth and teachers were excited at the opportunity and hope to come next year.

Town of Vail | CSE | 5/7/14 52 Sustainability Efforts

• Recycled all of our Chloroplast Signage

• We are repurposing our vinyl banners to use as tote bags/recap book jacket sleeves

• There was recycling venues located throughout our sponsor villages

• Ali Kenny gave a speech about the importance of sustainability and Burton’s acvaon with the Green Mountain Process, Blue Sign partnership, and our partnership with POW hp:// www.burton.com/default/sustainability)

• Worked with town environmental oﬃcials to develop green pracces and worked with Vail Honey Wagon to recycle all event cardboard, plasc and aluminum

• Had event staﬀ dedicated to collecng and sorng trash and recycling

• Served beverages in recyclable or compostable cups

• Moved to majority use of linens in lieu of plasc disposable tablecloths

• No vehicles were le idle while loading in and out

Town of Vail | CSE | 5/7/14 53 Sustainability Efforts

• Burton and Mountain Dew are dedicated to sustainability. This collaboraon resulted in the USO Recycling program and Green Mountain Process Sogoods – backpacks and outerwear fabrics made from recycled Mountain Dew boles.

• Listed below are aspects of Mountain Dew’s on site acvaon that showcased their green eﬀorts and sustainability awareness during the 2014 US Open: • Compostable Sampling cups

• Dew/Burton GMP Branded Recycling Bins

• Green Mountain Process Showcase - GMP vending machine dispensing Mountain Dew x Burton PET tee’s made from recycled Mountain Dew boles.

• Large PCR display showcasing the process of recycling Mountain Dew boles into fabrics used in Burton tee shirts and outerwear.

• Custom PCR Tee Shirt Transfer Staon

• Custom, consumer designed graphics printed via heat transfer onto Mountain Dew x Burton PET tee shirts made from recycled Dew boles.

Town of Vail | CSE | 5/7/14 54 Sustainability Efforts

• Dew Recycling Bins

• 20 Mountain Dew branded recycle bins throughout sponsor village to aid in green eﬀorts.

• All boles of Mountain Dew used for sampling were recycled.

• Useful and Relevant Premiums

• Buﬀs, wax, wax scrapers, beanies, tee shirts.

• All premiums and swag items are meant to be used for the long term. No “throw away” premiums or swag was produced.

Town of Vail | CSE | 5/7/14 55 Memorable Quotes

“As another snowboarding season comes to a close with the US Open, I can honestly say that this has been one of my favorites.”-Donna Carpenter, President Burton Snowboards (Burton Girls)

“[I’m] so psyched to be in Vail for the US Open, great contest, great people.” –Ben Fergueson, Competor (TV8 Interview)

“I love Vail. I’m so happy it’s here. The snow is so good, and the weather last year and this year have been opmal. Everyone looks forward to coming to Colorado to ﬁnish the season oﬀ.” –Hannah Teter, 2006 Olympic Winter Games, Gold Medalist (TV8 Interview)

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Memorable Quotes

“It’s so fun to come back and be at a US Open, they have been the history of our sport with the compeve side. They take really good care of the athletes. The course is fun, it’s totally snowboarder driven and it feels fun to be here.” –Jaime Anderson, 2014 Olympic Winter Games Gold Medalist

“It’s awesome to have the [US] Open in Vail…to be in Vail has just been amazing…” –Kaitlyn Farrington, 2014 Olympic Winter Games Gold Medalist

Town of Vail | CSE | 5/7/14 57 TOV Inclusions/Deliverables

In exchange for ﬁnancial support to the USO, Burton delivered all of the following beneﬁts to TOV:

The right to Town of Vail name and/or logo I.D. on USO 4-color print ads in naonal publicaons including a Full Page, Transworld Snowboarding March issue, Full page; Snowboarder Feb issue (Size TBD);

The right to Town of Vail menon in all radio adversing and promos to be aired throughout the Vail Valley on KZYR;

The right to Town of Vail name and/or logo I.D. on three-thousand four hundred (3,400) USO posters and eight thousand ﬁve hundred (8,500) event ﬂyers;

The right to Town of Vail name on the USO media releases;

Town of Vail | CSE | 5/7/14 58 TOV Inclusions/Deliverables

The right to Town of Vail name and/or logo I.D., with link, on the landing page and sponsor page of the USO website to launch in January 2014;

The right to Town of Vail name and/or logo I.D. on one-thousand (1,000) USO t-shirts;

The right to Town of Vail name and/or logo I.D. on three-thousand (3,000) USO credenals;

The right to Town of Vail name and/or logo I.D. on twenty (20) Rider/ Competor bibs;

The right to Town of Vail signage displayed in the USO compeon venue and sponsor village. Burton to produce no less than ten(10) 3'x8' coroplast signs and TOV to provide up to twenty (20) 3'x8' vinyl banners;

Town of Vail | CSE | 5/7/14 59 TOV Inclusions/Deliverables

The right to Town of Vail name and/or logo I.D. on the 8'x8' USO awards backdrop;

The right to a minimum of ﬁeen (15) Town of Vail PA menons at the USO at Golden Peak, Solaris and Lionshead;

The right to two(2) thirty second (:30) spots to be aired during the live 60 minute or 120 minute USO programs to be aired on Fox Sports 2;

The right to integrated TOV onsite signage visually into the webcast and television programming globally;

Town of Vail | CSE | 5/7/14 60 TOV Inclusions/Deliverables

The right to twenty-ﬁve (25) pairs of USO VIP credenals (50 total credenals);

The right to ten(10) thirty second (:30) spots to be aired on the Big Screens during the USO;

The right to place a printed collateral piece in one thousand one hundred (1100) USO gi bags;

The right to receive twenty-ﬁve (25) USO gi bags;

The right to the inclusion of a :10 second Town of Vail vignee in one or more USO television programs, Burton to produce;

The right to quality talent for the Solaris USO concerts;

The right to visibility via Burton's global television distribuon;

Town of Vail | CSE | 5/7/14 61 TOV Inclusions/Deliverables

The right to an increased paid USO markeng/social media push and presence into key domesc and internaonal Town of Vail markets;

The right to a Town of Vail merchant outreach and support program surrounding the USO (expansion of the Après All Day program of 2013);

The right to the expansion of the Riglet program to Lionshead;

The right to the placement of a fourth and addional Big Screen at Gore Creek Avenue as a secondary music venue;

The right to an increased four (4) day event vs. a three(3) day event at the Town of Vail Solaris venue (Après All Day Lounge);

Town of Vail | CSE | 5/7/14 62 TOV Inclusions/Deliverables

The right to a USO Town of Vail school outreach program which will be exclusive to Vail schools including Red Sandstone and VMS; and

Town of Vail | CSE | 5/7/14 63 THANK YOU!

For additional highlight images of USO photos, collateral, and PR clippings, please go to:

Host: 199.104.126.168 Username: burtonmedia Password: access@burton Folder: USO 2014

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