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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