1

FINAL REPORT

2

TABLE OF CONTENTS

Executive Summary 3

Deep Creek 2014 Vision 4

Event Timeline 5-6

Staffing & Volunteers 7

Host Organizing Committee 8

The Venue/ASCI 9

Marketing & Promotion 10-12

Broadcast 13

Periphery Events 14-16

Sponsors 17-18

The Competition 19-26

Financials 27

Event Survey 28

Business & Sponsor Survey 29

Impressions & Testimonials 30

Deep Creek 2014 Summary 31

Addendums

A – Organization Chart

B – Site Map of ASCI

C – Marketing Plan

D – Opening Ceremony Program

E – Competition Results

F – Event Survey

G – Business & Sponsor Survey

H – Summer Fest Program

I – ICF Contract

J – Deep Creek 2014 Operating Agreement

3

Executive Summary

The Deep Creek 2014 ICF Canoe Slalom World Championships were held September 17-21, 2014 at the Adventure Sports

Centre International (ASCI) in McHenry Maryland. These World Championships represented a return of the Olympic

Sport to the United States after 25 years when they were held on the Savage River here in Western Maryland. The

World Championships were a significant success in spotlighting the facility as a world class venue and the region as a

true epicenter of adventure sports and outdoor recreation. High praise was received from the ICF and USA Canoe/Kayak

(The National Federation) for the exemplary event which exceeded all of their expectations. The atmosphere was of an

Olympic caliber event.

Forty two nations sent over 393 athletes and team support staff. Attendance for the five day event, along with the

Opening Ceremony with post celebration and fireworks at the Wisp Resort was estimated at over 22,000* by the Garrett

County Emergency Management Director. The breakdown is as follows:

Opening Ceremony and Post Celebration: 3,450

Thursday Competition: 3,500

Friday Competition: 5,000

Saturday Competition: 6,000

Sunday Competition: 4,000

* Includes athletes, staff, volunteers, vendors and spectators

There were 9,193 tickets sold (including all sessions). A total of 670 individuals Volunteers provided services in the

planning and the operation of the event’s activities. Many of those served multiple areas and days to fulfill the need of

approximately 300 volunteers per day. The Host Organizing Committee consisted of 10 members representing local

businesses, state tourism departments and County Government. 42 sub-committees were formed and activated to

support the event. Over 55 sponsors contributed both cash and in-kind support for the event. Total sponsorship cash

revenue exceeded $250,000. The majority of these sponsors are local businesses.

Media representation consisted of over 94 international, national and regional media outlets. Broadcast production was

organized by inVNT Global Brands in collaboration with Eurovision/Hit The Roof productions based in Europe. Domestic

broadcast was picked up by Universal Sports and NBC Sports and they reported close to 1 million viewers. European

broadcast reported over 13 million viewers for the live coverage. Social Media, with well over 3,000 followers, played a

huge role in the outlay of information and marketing of the event.

4

Our Vision Deep Creek 2014 and the ICF Canoe Slalom World

Championships will be the launch pad for establishing

Garrett County as the United States epicenter of adventure

sports and outdoor recreation resulting in economic growth

and prosperity for the community and the region.

5

The Event Timeline

Year Month What

2007 Adventure Sports Center International is complete and opens to the public

2010 October Matt Taylor, Exec Director of ASCI prepares bid for World Championships

2011 April ASCI is awarded World Championship bid in Paris

2011 May Technical visit by ICF to ASCI and McHenry

2012 March Garrett County acquires ASCI

2012 September US National Championships held at ASCI

2012 November Todd Copley/Summit Event Productions are retained to produce the World Championships. Todd becomes Executive Director of Deep Creek 2014

2013 February Jay Redmond is brought on as Event Coordinator. Jay was founder of MountainFest in WV.

2013 January Deep Creek 2014 is represented at the annual Maryland PACE conference.

2013 January Bob Campbell of Whitewater Parks International named Technical Director and leads for business planning session

2013 January National Sponsorship Strategy is implemented with Encompass Sports Marketing

2013 February Deep Creek 2014 chooses Etouches for event planning software

2013 February Deep Creek 2014/Todd Copley presents at the Adventure Sports Institute as featured Colloquium.

2013 February Deep Creek 2014 and HOC conduct visits with MD federal representatives in Washington

2013 February Melissa Anderson is hired as Volunteer Coordinator

2013 March Deep Creek 2014 and Co-Chairs of HOC testify for the State Bond in Annapolis.

2013 April Deep Creek 2014 presents at the Municipalities Meeting with all local mayors

2013 April Phase I Course Modifications are finalized and complete

2013 May ASCI and Deep Creek 2014 host ICF test event and the 2013 USACK Senior Team Trials

2013 June Deep Creek 2014 presents at the Greater Cumberland Committee

2013 July Todd Copley serves as panelist for Leadership Maryland

2013 August Deep Creek 2014/Todd Copley participates in ASCI Strategic Planning sessions

2013 August Deep Creek 2014 announces that McHenry has won the bid for the United States Adventure Racing National Championships to be held in October 2014

2013 September Select HOC and Staff attend World Championships in Prague, Czech Republic

2013 September Dawn Beitzel is hired as Sponsorship/Sales/Marketing Coordinator

2013 September One Year Out Festivities held at Garrett County Chamber of Commerce and giant DC2014 banner unveiled on the slopes of Wisp

2013 October Deep Creek 2014 announces that Race Across America has named McHenry host city and Time Station 47 for world’s toughest bike race

2013 October Deep Creek 2014 participation in Autumn Glory and annual parade

6

2013 October Enhanced Website is launched with online store capability

2013 November Deep Creek 2014 commemorative poster is completed by renowned artist Mark Stutzman

2013 November inVNT Global Brand Communications Agency signs on to assist with National Sponsorship effort and the Broadcast production.

2014 January Deep Creek 2014 commemorative wall is unveiled at Wisp Resort

2014 January Deep Creek 2014 represented at annual Maryland PACE Conference

2014 February Deep Creek 2014 participates in Garrett County Winterfest

2014 February Deep Creek 2014 begins public safety and emergency management planning with Garrett County Emergency Management and MEMA

2014 March Eddy The Otter host at Governor’s Cup at Wisp Resort

2014 March Deep Creek 2014 staff attend USACK Senior Time Trials in Charlotte NC

2014 April Phase II Course Modifications are complete. Construction begins at ASCI for infrastructure improvements

2014 June Site survey for broadcast production is conducted with inVNT, the ICF and Hit The Roof Productions from Switzerland

2014 July Over 18 nations come to McHenry and ASCI for training on the course in advance of the World Championships. Deep Creek 2014 hosts SummerFest on the Mountain July 18

2014 August Deep Creek 2014 represented at Garrett County Fair

2014 August Final planning and rehearsals are conducted for Opening Ceremony, Medals Ceremonies, Social Events, ect…

2014 August Accreditation begins for event

2014 September Athletes and teams from 42 nations arrive in Garrett County in early September for the official training period and the World Championships!!

7

Staffing & Volunteer Support

Deep Creek 2014 employed a full time staff of 4 personnel with the first coming on in November 2012 and the final

being hired in September 2013. Comparatively, the 1989 World Championships employed 9+ staff over a 3.5 year

period.

The Deep Creek 2014 Full Time Staff

Executive Director – Todd A. Copley

Operations Coordinator – Jay Redmond

Volunteer Coordinator – Melissa Anderson

Sales & Marketing – Dawn Beitzel

This was augmented by six interns from Frostburg, WVU, and George Washington over the course of the preparation

from January 2013 through the event.

Additionally Deep Creek 2014 utilized the paid services of Bob Campbell of Whitewater Parks International who became

the Technical Director for the event. In-Kind personnel services were also provided by USACK and Karla Westcott served

as the ICF liaison as well as providing valuable technical assistance from her experience as the Executive Director of the

U23 World Championships that were held in Wasau, WI in 2012.

A total of 42 sub-committees were activated to support the planning for the event and was staffed by volunteers from

the community and managed by the full time staff.

A detailed Organizational Chart can be found in Addendum A

To manage the volunteer force, the organizers used an online scheduling software provided by Volunteer Scheduler Pro.

Over six hundred volunteers were registered in the system by the start of the event. There were 10 volunteer functional

areas established to support the event.

1. Competition Crew

2. Awards & Ceremonies

3. Venue & Facility Support

4. Hospitality

5. Merchandise Sales

6. Broadcast & Media

7. Spectator Services

8. Sponsor Fulfillment

9. Medical

10. Social Events and Receptions

During the planning phase, Deep Creek 2014 maintained office space at the GIEC that was provided in-kind by Garrett

College as part of their sponsorship.

8

Host Organizing Committee

The Host Organizing Committee consisted of 10 members representing local businesses, state tourism departments and

County Government. Gregan Crawford, Garrett County Commissioner and Terry Hasseltine, Executive Director Maryland

Sports were the co-chairs.

Other Executive Committee H.O.C. members included:

Nicole Christian, CEO Garrett County Chamber of Commerce

Jim Hinebaugh – Former County Economic Development Director/Operations Railey Mountain Lake Vacations

Jerry Geisler - General Manager Wisp Resort

Michael Koch – Garrett County Economic Director

Dr. Rick MacLennan - President of Garrett College

Marci Ross – Assistant Director of Tourism Development Visit Maryland

Doug Storck – Owner Greenscapes LLC

Rosemary Versteegen – CEO International Serum Industry Association

Honorary Committee members were Maryland State Senator George Edwards and Delegate Wendell Beitzel.

The Host Organizing Committee were critical to the planning of the event. The group met each week on Fridays at the

Chamber of Commerce Boardroom.

9

The Venue

The Adventure Sports Center International, (ASCI) was the venue for the World Championships. It is said that the plans

for ASCI were drawn up on a cocktail napkin on the banks of the Savage River during the 1989 Whitewater World

Championships. The dream to have a river that could be controlled and the same for all competitors became a reality in

1998 when construction began on the facility.

Adventure Sports Center International's (ASCI) man-made river channel (located at the top of Wisp Resort in Deep Creek

Lake, MD) is the world’s only mountaintop whitewater course, and can be enjoyed by beginners, families and paddling

enthusiasts. From May to October, ASCI is open for guided whitewater rafting, riverboarding, kayaking and more.

Deep Creek 2014 managed a 1.7 million dollar capital improvement construction project in preparation for the World

Championships. Improvements to the venue include:

- Permanent Structure Pavilion

- A Viewing Platform

- An 800 person capacity Ampitheater

- Flag Poles

- Two Phases of Course Modifications

- A substantial WIFI Installation

- New course gates

- Electricity to the island

- Stairs and Access improvements

- A Flatwater gate system

- Conveyor and Pump Maintenance and Repairs

- An Olympic level Timing System

The Capital project was underwritten and funded through grants, a state bond and county line of credit.

ARC Federal Grants totaled $250,000

USDA/Rural Development Grants totaled $50,000

MD Heritage Area Authority Grants totaled $50,000

MD State Bond totaled $1,000,000

A complete site plan is located in Addendum B

10

Marketing and Promotion

A detailed and extensive Marketing Plan was developed by the Marketing Sub Committee led by Sarah Duck and Jen

Durbin of the Garrett County Chamber of Commerce.

Primary markets and audiences were identified and the plan developed around:

- Print & Magazine Media

- Collaterals

- Online & Mobile

- Radio

- Newspaper

- Billboards

- A variety of other promotional campaigns to include

The Wisp Resort Promotional Wall

Participation in WinterFest

Traveling Promotional Booth for various community events

The official 2014 Mascot for the World Championships.

A detailed copy of the Marketing Plan is located in Addendum C.

Community Outreach & Engagement

As part of the Deep Creek 2014 community outreach, a partnership was established with Garrett County Gives and

eight local charities to include House of Hope, Garrett Mentors, Broken Road Associates, Garrett County Humane

Society, Garrett College’s I Can Swim Program, Garrett Trails, Cindy’s Fund and Landon’s Library. Each of the

charities were paired with a USA Canoe Slalom Athlete and colored bandanas were produced and sold to benefit the

specific charity. Dances were created by Brenda’s Body shop and performed at sporting and community events.

Approximately $15,000 was raised for Garrett County Gives in Deep Creek 2014’s name.

The Deep Creek 2014 mascot came to be in October 2013. A “Name the Mascot” promotion on Facebook increased

our social media following as well as gaining a local fan base. “Eddy The Otter” attended every public and social

event in the County over the year and was popular with children and served as an amazing ambassador for the

event.

11

Website

A prototype website was launched early on and the final version of the Deep Creek 2014 website was fully developed

and launched on October 1 2013 after approval from the ICF. The website was state of the art and hosted multimedia

content along with photography, video, and sound. A fully functional online store with payment portal allowed for the

sale of both merchandise and tickets.

Throughout the year, the content was updated by the Deep Creek 2014 Staff along with the webmaster Andrew Sauder.

The website supported Google Analytics and during the period from August 31 2014 through the end of the competition

served up over 43,000 sessions with over 24, 700 users from around the world as we hosted live coverage of the

competition.

12

Facebook/Social Media

Deep Creek 2014 was represented in each of the primary social media formats to include Facebook, Youtube,

Instagram and Twitter. These platforms were instrumental in gaining and creating interest and engagement for the

World Championships.

Deep Creek 2014 had 3195 followers on Facebook and from July 1 2014 to October 1 2014 had a Post Reach of over

160,000 people.

Photography & Video

An extensive library of thousands of photos was assembled during the two years of preparation and of course during the

event. This library will located at the Chamber of Commerce and can be used in ongoing destination marketing and for

the Adventure Sports Center International. Deep Creek 2014 utilized many local photographers to include Kevin

O’Brien, Bob Carney and Brian Oxford as well as professional photographers Balint Vekassey and Rob Van Bommel of

SportsScene. Extensive video was also produced and includes the “We Are Here” video, the “The Worlds Are Here, Are

You?”, and the Closing Ceremony Video produced by Sports Scene.

13

The Broadcast

The Broadcast and production of the World Championships was carried out by inVNT and Hit The Roof Productions from

Switzerland. Deep Creek 2014 had a requirement to provide a broadcast to the ICF for global distribution as part of the

World Championships contract.

The broadcast was prepared for both the international distribution as well as United States domestic distribution.

The International Distribution

A live feed of the event was distributed to over 13 nations primarily through Eurosport. Viewership for the live feed

totaled over 13 million viewers over the four days of the competition.

U.S. Distribution

Time slots were obtained on both NBC Sports and Universal Sports for post production airing.

The first to air was on Universal in a one hour long segment on October 12 at 7pm.

The NBC Sports airing occurred on October 18 at 5:30pm for 30 minutes and again on October 19 at 2:30pm for 30

minutes. Viewership in the United States totaled 1 million viewers.

The U.S. production featured extensive coverage of Garrett County and significant commercial air time was provided to

our major sponsors. The breakdown of commercial time was as follows:

Universal Sports 30 second commercial allocation

Six spots to Garrett County Chamber of Commerce

Two spots to Railey Mountain Lake Vacations

Two spots to Garrett College

Two spots to Wisp Resort

The NBC Sports 30 second commercial allocation

Three spots to Garrett County Chamber of Commerce

Two spots to Railey Mountain Lake Vacations

One spot to Garrett College

Two spots to Wisp Resort

* This was also the allocation for the second broadcast on October 19

The Broadcast budget for the production was $700,000

14

Periphery Events

Deep Creek 2014 conceived, branded and developed a host of periphery events leading up to the Worlds. A tagline of “5

days of world class competition, 5 weeks of adventure and mountain fun, and 5 years of a strategic vision” were

encompassed in the multitude of presentations and promotions. Staff spent nearly every weekend in 2014 at one event

or another. From Eddy the Otter skating in Pittsburgh in January to the local football games and major tourist weekends

at the Wisp, Deep Creek 2014 promoted the event extensively. Below is just a mere sampling of several of the events.

One Year Out Festivities

On September 24 2013, the official one year out ceremony happened at the Garrett County Chamber of Commerce. In

attendance were numerous local residents along with sponsors and special dignitaries to include Senator George

Edwards and Delegate Wendell Beitzel. Remarks were made by Gregan Crawford, Terry Hasseltine and Todd Copley.

The highlight of the ceremony was the starting of the countdown clock on the roof of the Chamber and the unfurling of

a 75 foot banner on the slopes of Wisp Resort.

The Deep Creek 2014 Commemorative Wall at Wisp Resort

In January 2014, Deep Creek 2014 in collaboration with Laura Stutzman of Eloqui designs unveiled the commemorative

wall at Wisp Resort. The wall featured a 5 foot television that broadcast the official Deep Creek 2014 video, a 12’ tall

Casey Eichfeld (Olympic paddler), and a 14’ replica of the official poster.

AdventureFest

Leading up to the Worlds and beginning in July, Deep Creek 2014 began an intensive promotional effort within the

region as part of AdventureFest. DC2014 participated in a multitude of local events and helped conceive and establish a

new legacy event with the Center of Adventure & Experiential Learning.

July Friendsville Days and the Upper Yough Race

August Garrett County Fair

August Inaugural CAEL family adventure race

September The Art and Wine Festival

September Savageman Triathlon

The events and municipalities received FB mentions, press releases and visits from the DC2014 mascot during their

events.

SummerFest and the Unofficial Training Month of July

In July 2014, over 18 nations descended on McHenry to take advantage of paid training time on the course in advance of

the Worlds. The teams were on site from the beginning of July through the 26th of the month. The training added over

$50,000 to ASCI’s revenue for the year. On July 18, DC2014 hosted Summerfest with live music, a ducky race, a sponsor

competition and food. A full copy of the programming of Summerfest can be found in Addendum H

The Flotilla

Team River Runner and Calleva Outdoor Adventures teamed up to produce the 2014 Flotilla that saw the American Flag

travel from Baltimore to the CARC for the Opening Ceremonies. From Fort McHenry to “Sport” McHenry was the tagline

and they traveled by bike and by foot across the state in support of the Worlds. The ICF flag was delivered to the World

Championships Opening Ceremonies.

15

Flag Rotation

Beginning in July the ICF flag was shared throughout the community by sponsors and by our local towns. The flag

traveled around the county and significant press was given at the flag presentations. Each sponsor was able to fly the

flag at their place of business for a week before it was rotated again.

Opening Ceremonies/World Championship Kick Off

A world class Opening Ceremony was planned by the staff and directed by Jay Redmond. The theme of the ceremony

was Splashback – 25 years on the River. The event was held at the Community Aquatic and Recreation Complex (CARC)

on September 17 at 7pm. The evening began with music from local Celtic music group, The Highlanders and with a

parade of the 42 teams that walked through the CARC and into the gymnasium. Master of Ceremonies for the event

was Paul Mullins. The event featured remarks from the HOC, the ICF and USACK. Featured performances were made by

Brenda’s Body Shop and Boundless Energy, the CB Drum Studio, Extreme Pogo and Garrett County Gives.

A complete program of the Opening Ceremony can be found in Addendum D.

16

After the Opening Ceremony, The World Championship Kick off Party was held at Wisp Resort. It featured live music,

food and drink and was open to all the public of Garrett County. The evening was capped off by Eddy The Otter taking

the ICF flag up the Wisp Chair lift to ASCI and that was immediately followed by a magnificent fireworks display over the

mountain.

Whitewater Museum and Hall of Fame

The Whitewater Museum and Hall of Fame was a collaboration between The Garrett College Adventure Sports Institute

and the Center for Adventure and Experiential Learning. Adventure activities were available for the public to participate

in and a multitude of Whitewater memorabilia was displayed in the museum including items from the 1989 Whitewater

World Champions and the 1992 Olympics. Garrett County Schools Robotics Teams also created a working model of ASCI

that was displayed in the museum during the World Championships. The museum was located in the parking lot of ASCI

for the duration of the Championships.

Closing Ceremonies

The Closing Ceremonies were held in the Garrett College auditorium due to poor weather on the last day of competition.

It was preceded by the final Medals Ceremony. During the Closing Ceremony a tribute video was presented that

featured highlights of the World Championships. The ICF flag was then given to the incoming Host Organizing

Committee from London.

Final Night Party

On September 21 after the last day of competition, a final night party was organized to recognize the athletes and

officials that competed in and helped with the World Championships. The party was held at the Garrett County

Fairgrounds Exhibition Hall and featured food, music and a DJ from Pittsburgh. A live cam projected scenes from the

party on a jumbotron and a variety of “American” style games were set up in the hall including a mechanical bull.

Volunteer Recognition Party – In order to recognize the multitude of volunteers that supported the event, a fun day was

held at Smiley’s Fun Zone in McHenry on September 27 2014. Many volunteers came out on that day for pizza and

arcade games and to relive the magic of the World Championships.

17

Sponsors

Sponsorships are critical and crucial to supporting a world class event. Deep Creek 2014 developed two strategies for

sponsorship.

1. A national/international sponsorship effort

2. A local sponsorship campaign

National Sponsorship Effort Early in 2012 Encompass International was retained to drive the National Sponsorship and Broadcasting execution.

Encompass International is one of the U.S.’s leading Sports Marketing firms based in Atlanta, GA. In November of 2013,

Encompass was replaced by inVNT Global Brand Communications Agendy and also Talon Sports Marketing.

In collaboration with the ICF a national/international partner was sought to sponsor the World Championships in the

United States with also the possibility of partnering with the ICF throughout the 2015 World Cup Series culminating with

the World Championships in London. Over the course of the two year planning phase extensive discussions were held

with GMC, Dick’s Sporting Goods, Under Armor, Bank of America, Norelco, Enterprise Car Rental and many other global

brands. Ultimately inVNT and Deep Creek 2014 were unable to sign a title sponsor for the 2014 World Championships.

Local Sponsorship Effort Deep Creek 2014 recruited Sponsors locally that contributed $250K in goods and or services. There were 6 levels of

sponsorship created to support this event. Each level provided the sponsor with amenities including publicity, signage,

cross marketing, DC 14 gear, ASCI passes, reception invitations, event tickets, parking, display areas and hospitality.

The Sponsorship levels were Legacy and Enduring ($100K + contribution); Whitewater Class V ($25K + contribution);

Whitewater Class IV ($10K + contribution); Whitewater Class III ($5K + contribution); Whitewater Class II ($1K +

contribution); and Whitewater Class I ($500+ contribution).

Deep Creek 2014 sponsors are listed by level below, and asterisk indicates in kind contributions only:

Legacy Railey Mountain Lake Vacations

Wisp Resort

State of Maryland (Maryland Sports, DNR, Maryland State Lottery, Department of Business & Economic

Development

Enduring My Bank First United Bank & Trust

Susquehanna Bank

Garrett College

Garrett County Chamber of Commerce

Whitewater Class V Blue Moon Rising/MoonShadow Café

Beitzel Corporation/Pillar

PMSI- Pest Management Services Incorporated

Deep Creek Mountain Land Company

*The Belt Group

*PCM-G

18

Whitewater Class IV Coldwell Banker Deep Creek Realty

Taylor Made Deep Creek Vacations

Long and Foster Deep Creek Resort

Railey Realty

GCC Technologies

First Energy

Brookfield Power

Whitewater Class III *Garrett County Community Action

Snazzi Stitches

Greater Morgantown CVB

Pine Lodge/Smileys/Lodges at Sunset Village

*Firefly Farms

*84 Lumber

*TWR Communications

Wantz Distributers

*US Cellular

Town of Friendsville

Whitewater Class II *Town of Mt Lake Park

*Town of Oakland

Perkins Restaurant & Bakery

Alpine Lake Resort

Christmas Chalet/Tourist Trap

CBIZ

Garrett Medical Group Urgent Care

*Winesellers LTD

Noonan & Noonan

*Mountain Postal

*Garrett 8 Cinemas

Whitewater Class I Bear Creek Traders

McHenry Beverage Shoppe

Lakeview Golf Resort & Spa

Deep Creek Fitness

Dutchess at Silver Tree

Schoolhouse Earth

LakeStar Lodge

Ken’s Irish Pub

Aquatic Center

*Mabey

*Hobbitat

Frostburg State University

Believe in Tomorrow

19

The Competition

4 days of competition were planned from 18-21 September 2014 to host the ICF Canoe Slalom World Championships.

Social Events A multitude of related events as part of the World Championships included:

Date What Location Attendees

September 16 The Official Reception Chanteclair Farms 150 people

September 16 1989 Reunion Luncheon Wisp Resort 40+

September 17 Media Presentation Wisp Resort 50+

September 17 The Opening Ceremony Community Aquatic and Recreation Complex (CARC)

2,000+

September 17 Flag Procession and World Championship Kickoff with Fireworks

CARC to Wisp Resort 500+

September 18 ICF and Race Officials Reception

Moon Shadow Café 40+

September 18 Call of the River Presentation by Kent Ford

Garrett College 50+

September 19 Sponsor Reception Community Aquatic and Recreation Complex (CARC)

120+

September 19 Little Yough Pavilion Party Oakland Athletes and Community

September 20 Press Reception Adventure Sports Center International

50+

September 20 National Paddling Film Festival

Garrett College

September 21 Closing Ceremony Garrett College 250+

September 21 Final Night Party Garrett County Fairgrounds 300+

In addition to these events, the organization also produced 4 World Championship Medals ceremonies with flags and

anthems. The organization was assisted by the Southern Garrett County High School’s Junior ROTC color guard for all

the ceremonies.

Moon Shadow Café Official’s Reception

20

Sponsor Reception CARC

Competition Schedule

21

22

23

Classes of Competition

Five classes of competition were part of the 2014 World Championships

1. C1 Mens

2. K1 Mens

3. C1 Women

4. K1 Women

5. C2 Mens

A full list of the entire results can be found in Addendum E – Competition Results.

The top ten finishers for each category are listed here.

24

25

26

List of Nations Represented A total of 42 nations were represented at the 2014 ICF Canoe Slalom World Championships

Conf # National Federation Athletes Team Support

9669167 Argentina 5

10158050 Australia 11 8

9636187 Austria 6 3

9549574 Azerbaijan 1 2

9645598 Belgium 1 1

9647112 Belgium 1 0

9400602 Brazil 12 5

9557568 Canada 9 4

9639518 Chile 2 0

9517187 China 6 4

9206461 Cook Islands 1 1

9607444 Costa Rica 4 1

9445463 Croatia 2 1

9671399 Czech Republic 18 9

9698241 Ecuador 1 0

9647310 France 18 14

9446138 Germany 12 11

9611938 Hungary 1 1

9681275 Ireland 4 2

9456036 Italy 8 7

9682937 Japan 9 6

9457080 Netherlands 2 1

9457976 Netherlands 2 1

9423033 New Zealand 4 2

9648470 Poland 11 7

9333281 Russia 15 7

9647196 Slovakia 15 9

9421667 Slovenia 10 5

9647354 South Africa 1 0

9671176 Spain 12 6

9643286 Switzerland 6 3

9513683 Turkey 1 2

9458884 United Kingdom 15 10

9647154 United States 10

9671834 Venezuela 3 1

TIPs Nations

Belarus

Fiji

Greece

Mexico

Morocco

Senegal

Singapore

Thailand

Ukraine

27

Financials

An Operating budget for the 2014 World Championships was established and finalized in December 2013 as set forth

and mandated in the ICF contract and the Deep Creek 2014 Operating Agreement.

Revenue

Deep Creek 2014 had multiple revenue streams to offset the cost of event production

Category of Revenue Amount

Sponsorship 289,600

Ticket Sales 69,431

Programs 2,725

Merchandise 49,086

Lodging sales 4,850

Athlete Meal Plans 6,450

Misc Income 4,727

Concessions 2,207

Team Registrations 56,277

Total Gross Revenue 485,352

Less Cost of Sale 99,635

Net Revenue/Margin 385,717

Expenses and Event Production

Category of Expense Budget Actuals Variance Actuals to Budget

General & Administrative Expenses 530,064 396,003 (134,601)

Technical & Event Expenses 656,276 692,058 35,781

Servicing/Lodging/Travel/Meals 130,886 138,183 7,297

Advertising 225,000 101,761 (123,329)

Total Expenses/Event Production 1,542,766 1,328,004 (214,762)

The budgeted amounts for Expenses and Event Production were $1,542,766.

Actual expenses were under budget by $214,762.

Broadcast The cost of Broadcast including international live satellite feed and U.S. distribution totaled $703,976.

Summary P&L Gross Revenue 485,352

Cost of Sale 99,635

Net Revenue 385,717

Advertising/Promotion 101,761

Expenses & Event Production 1,226,244

Total Event Production Expenses 1,328,004

Gross Margin (942,287)

Broadcast 703,976

Net Operating Income (1,646,264)

Note: In 1989 the Operating Actuals were 1,372,563 in 1989 dollars ($2,654,560 in 2014 dollars adjusted)

Source: www.dollartimes.com

28

Event Survey

An event survey was conducted onsite at the Adventure Sports Center International during the days of the competition.

The survey was formulated and executed by the School of Hospitality, Sports & Recreation Management at James

Madison University along with The College of Physical Activity and Sports Sciences at West Virginia University.

METHODOLOGY

PARTICIPANTS

A 3-page survey was administered to spectators attending the ICF Canoe Slalom World Championships at Deep Creek.

Spectators were incented to participate in the study on Thursday, September 18, Friday, September 19, Saturday,

September 20 and Sunday, September 21, 2014. Spectators completed surveys at the “Event Survey” tent on the

grounds of the ICF Canoe Slalom World Championships. Individuals participating in the study were registered to win 1 of

3 daily prize drawings. Participation in the study was entirely voluntary. A total of 389 spectators completed a survey

during the four days of data collection.

SURVEY

The survey consisted of 75 items with three parts:

(1) 43 items related to spectator perceptions of service at the ICF Canoe Slalom World Championships

(2) Eight items related to demographics

(3) 24 items related to the perceptions of Garrett County residents relative to the impacts the 2014 ICF Canoe

Slalom World Championships had in the area.

The 43 questions in part 1 and the 24 questions in part 3 of the study were drawn from existing surveys in the sport

services literature. A panel of experts from the Deep Creek Organizing Committee along with university faculty

knowledgeable in the subject area provided feedback in developing the survey.

In part of 1 of the survey, participants were asked to respond to service related questions pertaining to their experiences

during their visit and to rate the extent to which they agreed or disagreed with each of the 43 items on a 7-point scale.

Questions in part 2 of the survey were related to demographics and included items such as gender, age, country of

residence, ethnicity, and annual household income. The demographics section also asked participants to estimate the

total number of outdoor recreation activities attended or participated in within the last 12 months. It also included 1

question pertaining to respondent’s awareness of commercial rafting opportunities; and if they plan on returning to

participate in commercial rafting trips/opportunities after the World Championships are over. In part 3, residents of

Garrett County, Maryland were asked to respond to their perceptions of the impacts of the ICF Canoe Slalom World

Championships by rating the extent to which they agreed or disagreed with each of the 24 items listed on a 7-point

scale.

The findings suggest that spectators were most satisfied with the skill (M=6.67) demonstrated by the athletes, the

interactions (6.37) with other fans and the ambience (6.04) of the ASCI venue. Spectators responding to the survey

represented an almost equal split between males and females. The average age of respondents was 47.5 years of age

and had a household income of $106,543. A majority of spectators responding to the study were Caucasian and resided

in the United States.

Findings from section III of the study suggest that Garrett County residents generally perceived; a) the event as a positive

impact on the area; b) as neutral in their perceptions of the negative impact and economic impact of the event on the

area; and: c) little concern for security surrounding the event.

A full copy of the report can be found in Addendum F

29

Business & Sponsor Survey

A Survey Monkey Questionnaire was sent out to all sponsors of Deep Creek 2014 and also to all members of the Garrett

County Chamber of Commerce. The purpose was to gauge sponsor and business perception of the event.

A total of 32 responses were received. A full copy of the survey can be found in Addendum G

30

Impressions/Testimonials/Legacy

In 2014 the World Championships of Canoe Slalom returned to the United States after 25 years.

The following contains positive impressions of the event and the possible legacy it could create.

“Deep Creek was a very successful World Championships as an event. Most ICF events are in Europe and this showcased that a well organised and exciting competition can be made outside of Europe. The volunteers and staff were amazing and well trained, nothing was too much trouble. Spectators and athletes had a great experience and the TV figures were very good. We look forward to another event in the future in Deep Creek.” – Simon Toulson, Secretary General of the International Canoe Federation “The crowds were treated to a fantastic competition held over the four days at the Adventure Sports Center International, the only mountain top whitewater course in the world. Our production revealed exhilarating stories of the athletes and the teams as they unfolded. Those challenges and triumphs were aired on NBC Universal and NBC Sports in October.” - Andy Pyne, Executive Producer for NBC Sports and inVNT “I found myself saying to people it was ‘A world within a world’. Once I got to Deep Creek and especially to the venue itself, it was like being at the Olympics. It really was!” - Bill Endicott, US Canoe Slalom Team Coach in 1989 and the winningest coach in history

“The 2014 Canoe Slalom World Championships in Maryland captured the spirit of an incredible sport, a proud community

and a proud nation wrapped together to launch a new era of international sports event hosting. These World

Championships delivered to the sport stakeholders exactly what they hoped – an outstanding competitive experience,

American vision, innovation and hospitality and an appetite for international events in the United States. As lifetime

paddler and Marylander, I could not have been more proud of the effort it took to stage these World Championships and

the opportunities created going forward.” – Joe Jacobi, CEO USA Canoe/Kayak

“Both September and even more surprisingly, October were record September/October revenue months at Wisp Resort.

The 2014 World’s was a major factor and the Adventure Race in early October likewise had the same effect. We are more

than pleased with the outcome of both events.” Jerry Geisler, General Manager, Wisp Resort.

"The 2014 ICF Canoe Slalom World Championships - Deep Creek 2014 - will be a long lasting legacy event for Maryland Sports as we thrive to continue our efforts to grow the sports market and enhance our platforms in driving more Olympic based and international sporting events to the state and the region. This event provided us an opportunity to establish ourselves as a defined leader domestically for securing and hosting high profile international sporting events." Terry Hasseltine, CSEE, Executive Director, Maryland Sports - The Sports Commission for the state of Maryland.

“Now that the dust has settled on the World Championships I wanted to tell you what a remarkable few days you

organized in Deep Creek 2014 for the state of Maryland. I think you hit a homerun by all accounts.” – Bob Sweeney, DC

2024, The Washington DC Olympic Bid Organization

31

Deep Creek 2014

Our Vision

Deep Creek 2014 and the ICF Canoe Slalom World Championships will be the launch pad for establishing Western

Maryland as the United States epicenter & hub of adventure sports and outdoor recreation resulting in economic

growth and prosperity for the community and the region.

Results

Deep Creek Lake, Maryland 2014:

Hosted Whitewater Kayak WORLD Championships

Hosted United States Adventure Racing NATIONAL Championships

Selected as Olympic Adventure/Action Sport location & venue for 3 Olympic sports as part of 2024 Washington DC Olympic bid

Listed in ShapeMindSoul magazine as one of three cities you must visit in the U.S.

Home to Adventure Sports Institute. NATIONAL CHAMPIONS in Collegiate Adventure Racing

Host City and TimeStation for Race Across America (RAAM), the world’s toughest bicycle race.

Home to Adventure Sports Institute. NATIONAL CHAMPIONS in Collegiate Adventure Racing

Home to Garrett College. Named #2 Top Adventure College in the Mid Atlantic by Blue Ridge Outdoors magazine.

Savageman Triathlon named the #1 Toughest Triathlon in North America and 3rd toughest in the World by Active.com

Named possible U.S. location for FISE (International Festival of Extreme Sports)

Named “Best Place to Wear a Skirt” (kayak skirt) in Blue Ridge Outdoors Top Towns list 2014

Part of Ragnar Running Race Series featuring the Cumberland to D.C. foot race and relay.

Home to one of the Mid Atlantic’s largest bicycle Gran Fondos

Site of Race Up The Face, America’s toughest 400 meter foot race.

Oakland MD named America’s #1 Best Town for Fall Foliage by Travel & Leisure magazine.

Home to the world’s only mountaintop recirculating whitewater course

Other awards:

- Named one of top 10 places to “Ride the River Rapids” by USA Today Travel

- Named one of the top 10 Amazing River Trips in North America by Huffington Post.