SUMMIT COUNTY RESTAURANT TAX GRANT 2019 FIS SNOWBOARD

SUMMIT COUNTY RESTAURANT TAX GRANT 2019 FIS SNOWBOARD, FREESTYLE & FREESKI WORLD CHAMPIONSHIPS MARKETING REPORT

Executive Summary // JAN-FEB 2019 EXECUTIVE SUMMARY • Summit County Restaurant Tax Grant awarded U. S. Ski & Snowboard $200, 000 to market the 2019 FIS Snowboard, Freestyle and Freeski World Championships • The funds were allocated thus: • $65, 000: video production by Good Company, using athletes to showcase Summit County as a year round destination for a range of sports activities • $135, 000: promotion of the videos to three distinct audiences, primarily ex. Summit County to drive awareness of the events in February 2019 and to drive tune-in to those events on TV in the US and internationally, and to engage in conversations about the events online • The audiences targeted were: • m/f under 25 across USA and internationally to join conversation online • m/f 25 – 35 across USA and internationally to join conversation online and tune in to TV broadcasts • m/f 35 – 65 across USA and internationally who are fans of Olympic sport to tune in to TV broadcasts

Executive Summary // JAN-FEB 2019 EXECUTIVE SUMMARY Event Highlights • 1, 400 athletes from 45 nations took part • Biggest winter sports event in Utah since 2002 Olympic Winter Games • USA dominated medal table, winning 14 to Canada’s 9 and Switzerland’s 7 • 300 media and broadcasters from 20 nations provided global coverage, the biggest media attendance ever for these World Championships • 6, 000 fans braved the cold for the Opening Ceremony and Freeski Big Air at Canyons • 480 volunteers gave up their time to staff 2, 750 shifts • 18, 900, 572 digital impressions were generated by a dedicate event marketing campaign, funded by Summit County Restaurant Tax Grant, using athletes, competition venues and Summit County as her figures to promote events • Core marketing asset was a long-form video shot in Summit County with 11 athletes which was viewed on Facebook alone 232, 676 times with 58. 34% of the audience watching the entire video. This is unprecedented. The average watch time of a Facebook video is 10 seconds and any video watched for over 15 seconds is considered strong. This tells us people want to engage with snowsports athletes, filmed in their home environments

Executive Summary // JAN-FEB 2019 EXECUTIVE SUMMARY • Good Company filmed with 11 athletes across Summit County in summer / fall 2018 and produced one long form video (and teaser cuts) and 11 athlete focused edits, for use on the official World Champs channels and for athletes to share across their own channels • In addition, U. S. Ski & Snowboard produced multiple ads for placement across a range of digital channels to: • create awareness among target audiences • educate those audiences • Direct calls to action to those audiences to generate tune in (to digital channels and broadcast output) • Over the course of the campaign 20. 9 million impressions were delivered in target territories across digital, social and outdoor reaching approximately 6, 535, 893 people an average of 2. 2 x • The campaign outperformed industry benchmarks across the board and generated awareness and excitement for the events

Executive Summary // JAN-FEB 2019 EXECUTIVE SUMMARY • Much of the online traffic was directing people to 2019 worldchamps. com, the dedicated event website • The campaign helped generate: • 335, 000 page views from 151, 000 unique visitors • The world tuned in: • • USA 63. 3% Switzerland 7. 59% Austria 3. 83% Australia 3. 51% Canada 3. 09% Germany 2. 19% UK 1. 92% Norway 1. 44%

ADVERTISING OVERVIEW // JAN-FEB 2019

Video Content Long form video Mc. Rae Williams David Wise

FB TUNE IN // JAN-FEB 2019

FB VIDEO // JAN-FEB 2019

SESSIONS BY GEOGRAPHY // JAN-FEB 2019

FB VIDEO // JAN-FEB 2019

YT VIDEO // JAN-FEB 2019

OTT VIDEO // JAN-FEB 2019

DISPLAY ADS // JAN-FEB 2019

REFERENCE SHEET Session - a group of interactions one user takes within a given time frame on your website. Pageview - A pageview is recorded every time a page is viewed. Or, more technically, a pageview is recorded every time the Google Analytics pageview tracking method is executed. Session Duration - This is the sum of the time on page for all pageviews in a visit. Or, more accurately, it is the difference between the time they viewed the first page and last page in a visit. Bounce Rate - Bounce Rate is the percentage of single-page sessions (i. e. sessions in which the visitor only visited one page on a site without interacting with the page). Pages Per Session – The average number of pages viewed during a session on your website. Impression - Counted each time your ad is shown on a search result page or other site on the Google Network. Click - When someone clicks your ad, like on the blue headline of a text ad. Click through Rate - A ratio showing how often people who see your ad end up clicking it. Engagement – The total number of reactions, comments, and shares a social post earns. Engagement Rate - The rate at which users engage with your content. Total Engagements/Reach. View Rate – The percentage of users who either clicked on a video ad or watched at least 30 seconds of the video.