HomeMy WebLinkAboutPinkVail VVMC CSEPresentation Nov2 2011
March 3, 2012
www.pinkvail.com
One of the only
comprehensive cancer centers
in a ski community.
Shaw Regional Cancer Center
• Nonprofit, part of VVMC
• Opened 2001 (10th
Anniv.)
• Treating 200+ patients annually
• 44% breast cancer
Jack’s Place – A Cancer Caring House
• Opened 2007
• Pay-what-you-can philosophy
• 12 rooms, yoga studio, kitchen
• Over 4,100 room nights
WHY A CANCER EVENT?
Cancer athletic charity events are a BIG deal:
• Relay for Life (American Cancer Society)
•$416 million ($4 billion to date)
• Race for the Cure (Susan G. Komen):
•1.6 million participants (71K in St. Louis)
•$121.9 million
*2010 Stats
Bold
Vibrant
Spirited
Fun
PEOPLE UNITE AROUND
BREAST CANCER.
The void:
No great winter
breast cancer events.
When do we ever get to
Ski for a cause?
• Saturday, March 3, 2012
• Base Camp: On snow near Eagle Bahn Gondola
• Memorial Wall to honor friends and family
• Ski/Ride to raise money for Shaw (8:30am-4pm)
•Friends-asking-Friends fundraising model
• Earn PINKVAIL Epic Mix Pins
• Survivor Ski Down Celebration (3:00pm)
• Après Celebration in Arrabelle Square
•Awards
•Concert (4:30pm-6pm) - Gomez
•Food/Drink specials throughout Vail
EVENT OVERVIEW
1,500 Participants + 500 Friends = 2,000 people
Demographics
•All Ages
•Local: 50%
•Surrounding Counties: 15%
•Front Range: 25%
•Out-of-State: 10%
Year 2-3: Increase in Destination/Overnight
EXPECTED AUDIENCE
ECONOMIC IMPACT
Est.
Spend Pp
Number of
Ppl Expected
Total
Spending
TOV Sales Tax
Income (5.4%)
Lodging $300 35% of 2,000
x 2 nts
$420,000 $22,680
Food/
Drink
$40 75% of 2,000 $60,000 $2,400
Parking $10 (2 per
car)
40% of 2,000 $8,000 $8,000
Shopping $40 50% of 2,000 $40,000 $1,600
TOTALS: $528,000 $34,680
• “Like Nothing on Earth” – no event like it
• 4 Corners: Active, Wellness, Cultural & Culinary
• Unique “experience” tied to guests’ “passions”
• Drives need-time without using discounts
• Soft-spoken, not pushy: People will want to partake
• Passionate community tie-in
• Real, authentic cause
• A relationship: Warm-fuzzy, build loyalty
ALIGNS WITH VAIL BRAND
Viral Marketing
• Social Media
PR Opportunities
• Regional
•
National
Sponsorships
• K2, Burton, Patagonia (outdoor brands)
• VR Strategic Alliance
• Denver Post
• Vail Daily, KZYR, NRC, TV8, etc.
“STRETCHING” THE IMPACT
Michael Holton: VVMC Director of Marketing
Beaver Creek Events & Upsell Marketing Manager (2006-10)
• Talons Challenge, Ski w/ the Pros, NYer on the Slopes
Kim Sharkey: VVMC Director of Development
Can Do MS Executive Director
• Jimmie Heuga Ski Challenge at 20+ ski resorts across the US
Sarah Paladino: VVMC Special Programs Manager
Bravo Music Festival Development/Events Manager (2007-10)
• Summer Concert Series, Annual Bravo Gala
EVENT EXPERIENCE
Target Markets:
• Local
• Regional: Summit, Lake, Chaffee, Grand, Routt, Garfield, Pitkin
• Front Range
• Out-of-State
Media:
• Online, Social Media, Email Blasts
• Newspaper, Radio, TV
• Coasters, Check Presenters
• Signage
MARKETING
Shaw Regional Cancer Center