BACKGROUND

• General Manager CEI

• Bike Park SLT - Sponsorships

• BCom – Marketing, University of Alberta

• Moved to Whistler to ski…

• Started as a volunteer w Crankworx in 2005

• Responsible for growing and evolving the Crankworx

brand

• Seek out new Crankworx opportunities

TOPICS

• Building a Brand – WB Consumer Journey

• Concept of Community

• Whistler Mountain Bike Park Communities

• Successes

• Crankworx – Our Ultimate Community

• Crankworx Purpose

• Successes

• Conclusions

CONSUMER DECISION JOURNEY

COMMUNITY….

“ a social, religious, occupational, or other group sharing common

characteristics or interests and perceived or perceiving itself as

distinct in some respect from the larger society within which it

exists”

• Women’s Nights / Men’s Nights

• Phat Wednesday

• DFX Race / DFX Club

• Passholders ( Season Pass / Triple Play Cards )

• Partners/Sponsors

• Staff

WMBP COMMUNITIES….

BRIEF HISTORY

• 11 years, 5 years in Colorado, 3 years in Les 2 Alpes

France, and new in 2015 Rotorua , New Zealand

• Borne out of Summer Gravity Festival & Joyride Bike

Festival

• Founded in partnership by the Resort Municipality of

Whistler ( local gov’t), Tourism Whistler & Whistler

Blackcomb ( loss guarantee)

STRUCTURE

• GM, Sponsorship Manager, Communications Manager and Logistics Manager

• Executive Producer / Event Consultant (Contractor)

• Sponsorship Sales Team (Endemic / non - endemic)

• Expo Sales person

• Operations (YR Events staff) – Operations manager

• Administration (volunteer team, logistics, signage, marketing fulfillment)

• Suppliers: A/V, Production, Timing, Construction (Partner and WMBP)

• Branding/Web Design, Mobile Contractor

• WB: Finance, HR, Patrol, Lift Ops, Maintenance, Legal

EVENT PURPOSE

• S howcase Whistler

• Drive visits

• Non Profit Event

– Funding : sponsorship, expo, registration, RMOW

• 2008 Change in Ownership

• Crankworx Les 2 Alpes / Rotorua

EVENT STAKEHOLDERS

• Whistler Blackcomb

• RMOW

• Local Business

• Partners/Sponsors/Media

• Athletes/Participants

• Fans/Audience

• Exhibitors

• Staff/Volunteers

CRANKWORX WHISTLER 2014

• 135,000 unique visitors

• 346,702 total audience

• Busiest Week Ever in Whistler Mountain Bike Park

• 342,465 webcast views

• 3 ,000,000+ Official VOD views of

• 300+ accredited media

• $ 16 ,045,188 Ad - equivalency PR value

• 11 ,300,000 pre - event media impressions

• $ 1 ,000,000 in pre - event media generated from

media partnerships

ECONOMIC IMPACT STUDY - 2010

Conducted by: Canadian Sport Tourism Alliance

Number of

Share Individuals days attended

Local 24 % 32,723 6.3

Domestic 48 % 68,124 4.4

International 28 % 38,970 5.5

Total Attendance 100 % 139,817 5.1

ECONOMIC IMPACT STUDY - 2010

Conducted by: Canadian Sport Tourism Alliance

Sameday Domestic International Total

Package (stay & ride) $0 $344,243 $166,412 $2,010,655

Accomodation $0 $1,942,062 $2,487,996 $4,430,059

Bike Park $56,130 $199,262 $224,200 $479,593

Other Rec & Ent (Spa) $287,659 $570,368 $864,373 $1,722,400

Food & Drink (incl rest,

groc, bars) $969,516 $1,929,364 $1,882,904 $4,781,785 Shopping in Whistler

( ) souvenirs, merch $364,900 $827,900 $1,637,653 $2,830,453

Own vehicle $298,579 $284,105 $314,895 $897,580

Other Transport (in

Whistler) $80,172 $93,970 $161,830 $335,972

Total $2,056,956 $6,191,275 $9,240,265 $17,488,495

ECONOMIC IMPACT STUDY - 2010

• $ 44 . 9 million of economic activity

• $ 22 . 9 million in Net Econimic Activity ( GDP )

• $ 11 . 3 million occurring in the Whistler

• $ 16 . 7 million in wages and salaries

• $ 22 . 8 million having occurred in the Whistler

• $ 11 . 8 million in tax revenues

• $ 5 . 3 million in federal tax revenues

• $ 4 . 0 million in provincial tax revenues

• $ 2 . 4 million in municipal taxes

• $ 1 . 7 million in municipal taxes in Whistler

CRANKWORX WORLD TOUR 2015

KEY OBJECTIVES:

• Greater opportunities for Content and Distribution

• Leverage the Series

• All Roads Lead to Whistler

CONCLUSIONS

• Invest

• Leverage

• Provide