HomeMy WebLinkAbout2012 KAR CSE Funding App Final2012 Vail Kids Adventure Race Page 1
2012 Kids Adventure Race
TOV CSE Funding Application
Name of Event: Vail Kids Adventure Race
Proposed Date: August 10 ‐13, 2012*
*It is undetermined if the event will grow to two days in 2012
Amount of Funding Requested: $5,000
Producing Entities:
Vail Recreation District
Business Address: 700 S. Frontage Road East, Vail, CO 81657
Established: 1993
Tax Status: Government
www.vailrec.com
www.vailkidsadventurerace.com
Grand Traverse Adventures, Inc
Business Address: 5047‐A Ute Lane, Vail CO 81657
Established: 2004
Tax Status: for profit
FEID: 20‐1247218
Event Contacts:
Agent Applying/Event Director: Beth Pappas, Vail Recreation District
Day Phone: 970.479.2280
Cell Phone: 970.471.5352
Email: bpappas@vailrec.com
Race Director: Bill Mattison, Grand Traverse Adventures
2012 Vail Kids Adventure Race Page 2
Day phone: 970.401.3804
Evening / Cell phone: 970.331.2828
E‐mail: w.mattison@comcast.net
Race Coordinator: Helene Mattison
Cell phone: 970.401.3804
E‐mail: h.mattison@comcast.net
Mission Statement:
• Kids Adventure Race organizers Billy and Helene Mattison’s mission is to offer
an event that is a world‐class, one‐of‐a‐kind event to promote adventure,
responsibility and accomplishment for its participants, while taking great care to
preserve the riverbanks, trails and preparation areas of the event.
• The Vail Recreation District’s mission is to offer diverse and exceptional
recreation opportunities that enhance the physical, social and emotional well‐
being of all its residents and guests.
Event Description:
1. The Kids Adventure Race is a family‐focused multi‐sport event for kids ages six through 12.
Teams of two kids navigate a series of challenges using a map to experience the thrill of
adventure racing while gaining teamwork and problem solving skills. The event includes
a variety of outdoor sports and challenges including mountain biking, climbing wall,
hiking, tubing, archery, a low ropes course, a zip line, Tarzan rope, slip‐n‐slide and more
(2011 map is attached). The race is organized by longtime local and adventure racer Billy
Mattison, who designed the course to emphasize teamwork, problem solving and fun.
When researching other events similar to the Kids Adventure Race, no other event was
found in the U.S. There are adventure‐races, but they do not include the diverse,
exceptional obstacles and course design that the Vail Kids Adventure race has. Most are
canoeing, running and biking.
Please click on the following link for a video of the 2011 KEEN Vail Kids Adventure Race ‐
http://www.youtube.com/watch?v=D7P9BpYBu‐A&noredirect=1
2. The Kids Adventure Race takes place entirely in the Town of Vail and on Vail Mountain.
Event check‐in will take place Friday night in Vail Village at Kidsport. The event
Start/Finish/Transition area is located in Mountain Plaza adjacent to the Vista Bahn lift.
The course utilizes portions of the village including Bridge Street, Gore Creek, Solaris and
Check Point Charlie as well as the bike path to Golden Peak and areas on the mountain
at Gold Peak, Pepi’s Face and Head First.
3. No portion of the event takes place outside the Town of Vail.
4. Additional In‐Kind Requirements:
• Free parking in the Vail Village and LionsHead Parking structures provided by
the Town of Vail’s free summer parking program.
• Marshalls will be stationed at crossings with Vail Valley Drive and Meadow Drive
• Will any road closures be needed?: No
• The adventure course and spectator areas are separated by metal barriers in
high risk locations.
2012 Vail Kids Adventure Race Page 3
5. This is an existing event. The Vail Kids Adventure Race debuted in 2010 and has seen
steady growth year over year. It has always been held in Vail in the areas mentioned
above.
6. Spectators/attendees:
Planned number of participants: 200‐400*
Number of spectators anticipated: 500‐800*
Number of volunteers anticipated: 50
Number of event Staff anticipated: 15
*attendance numbers vary based on one or two‐day event
2011 2012 Projected
‐64% Local ‐60% Local
‐18% Regional, Out of State, International ‐40% Regional
7. Potential Benefits to the Town of Vail:
• 500 plus attendees including participants, spectators and families in Vail Village
that would normally not be in Vail.
• The event adds vitality to the Vail experience and enhances the sense of
community by providing locals with an opportunity to bring their families to Vail
for a day of adventure and fun, while spending money on retail and food and
beverage.
• Drives overnight lodging and visitation from destination competitors
• Enhances the Vail brand and adds an element to the overall Vail 360 initiative,
especially in the category of health and wellness.
• Adds a Family friendly element to the Vail’s summer calendar, something that
VLMD intercept survey results indicate is of importance to our visitors.
8. Return on Investment:
In 2011, the TOV CSE’s ROI on the Vail Kids Adventure Race was 2.38 to 1. We
estimate that will grow as the event continues to draw more destination
participants. Additionally, if the event grows to two days in 2012, the amount of
incremental revenue will also increase, growing the Town’s ROI.
2012 Vail Kids Adventure Race Page 4
Budget:
2012 Vail Kids Adventure Race Budget
Revenue 2011
Actual
2012
Budget‐
One Day
2012
Budget‐
Two Day
TOV contribution $5,000 $5,000 $5,000
Title Sponsor $2,000 $2,000 $2,000
Presenting Sponsor $500 $500 $500
Supporting/Challenge $500 $1,000 $1,000
Entry Fees (75x$150) $13,200 $13,200 $26,400
Total Revenue $21,200 $21,700 $34,900
Expenses
Advertising $4,225 $7,000 $7,000
Printing $185 $200 $400
Signs $0 $500 $500
Volunteers (food & supplies) $375 $500 $1,000
Course Supplies $500 $1,000 $2,000
Race Numbers $124 $125 $250
Awards $130 $150 $300
T‐shirts $1,082 $1,500 $1,500
Map Design $500 $500 $1,000
Contract Labor $3,750 $4,000 $8,000
Climbing Wall $1,280 $1,300 $2,600
Harnesses $2,848 $0 $0
Additonal Obstacles $3,000 $3,000 $3,000
Grand Traverse Insurance $416 $400 $400
Grand Traverse Management Fee $1,393 $763 $3,475
VRD Management Fee $1,393 $762 $3,475
Total Expenses $21,200 $21,700 $34,900
1. The CSE is being asked to fund 23% of the event budget if the event is one day and
14.3% if the event grows to two days in 2012.
2. The CSE funds will be used for new and improved obstacles and increased regional
advertising to attract additional destination participants while keeping entry fees at an
affordable level.
3. Should the CSE decide not to support the Vail Kids Adventure Race, it will still occur
assuming we have continued support from our sponsors. Without the support of the
CSE, we would likely have to cut our advertising budget.
4. The anticipated financial contribution from sponsors is $3,500.
5. We estimate the event will generate $13,200 or 60% of the total budget for a one day
event and $26,400 or 75% of the total budget for a two day event.
6. We intend to host the Vail Kids Adventure Race in Vail for years to come with the goal
that the event weekend becomes a destination for active families in Colorado.
2012 Vail Kids Adventure Race Page 5
7. We do anticipate asking for CSE funding next year with the goal to decrease the
percentage of CSE support year over year with the event being self‐sustaining in the
next five years through an increase in sponsor support and investments in assets that
will reduce our hard costs in future years (i.e. purchase of climbing harness in 2011). We
anticipate asking for 15‐20% of the event budget for 2013 vs. 23% this year.
Additional Requirements:
1. We plan to work with Vail lodging partners and/or the Vail Valley Partnership to create
Vail Kids Adventure Race lodging packages and specials. These will be promoted to
event attendees in registration confirmation emails and online at
www.vailkidsadventurerace.com. We will track the number of lodging nights thru group
codes with lodging partners, click‐thrus and a post‐event survey.
2. Proposed 2012 Marketing Plan‐
a. 5280 Magazine – June 2012
b. The Parents Handbook – Summer 2012. Vail, Summit County, Aspen
c. Online – high‐traffic family travel websites, regional event sites.
d. Vail Daily
e. KZYR, NRC
2012 Sponsors –
We have already renewed our title sponsor, KEEN, and are in the process of renewing
the other sponsors of the 2011 event. Moving forward, we will continue to seek out new
partnerships with both national brands and local businesses to create a self‐sustaining
event.
Media Exposure –
Media coverage of the 2011 event included an article in the calendar section of 5280
Magazine (Aug. 2011), the cover photo of The Parents Handbook to the Vail Valley,
articles in the Vail Daily and Denver‐based www.milehighmammas.com. For 2012 we
will continue targeted PR initiatives to gain more editorial coverage, driving increased
participation in the event and brand awareness for Vail as a whole.
3. 2011 Vail Kids Adventure Race event recap is attached.
4. 2011 Demographics and Spending:
Geographic Origin
Vail Valley – 64%
Out of Town – 36%
Colorado ‐ 77% (Denver, Boulder, Fort Collins, Highlands Ranch)
Out of State – 18% (Texas, New Jersey, Pennsylvania)
International ‐ 5% (Mexico)
Annual Household Income
Under $25,000 – 0%
$25,000– $49,999 – 0%
$50,000 ‐ $74,999 – 20%
$75,000 ‐ $99,999 – 25%
$100,000 ‐ $149,999 – 15%
$150,000 ‐ $199,999 – 15%
$200,000 ‐ $249,999 – 0%
Over $250,000 – 25%
2012 Vail Kids Adventure Race Page 6
Average Spending by Attendees
Lodging
13.4% of attendees stayed in paid lodging in Vail
3.04 – Average # of nights spent in Vail for the event
Amount Spent on Lodging
28.6% ‐ $99 or less
57.1% ‐$100‐149
14.3% ‐ $150‐199
Amount Spend on Shopping, Dining and Entertainment
44.4% ‐$99 or less
44.4% ‐ $100‐149
11.1% ‐$150‐199
Intent to Return
95% of all participants indicated they plan to participate next year
100% said they would recommend the Vail Kids Adventure Race to a friend
5. Organization Roster‐See attached.
2011 KEEN Vail Kids Adventure Race
Post‐Event Recap
Presented to:
The Town of Vail Commission on Special Events
September 7, 2011
1. Event Overview
The Vail Kids Adventure Race is designed to be a fun and challenging way for kids ages 6‐12 years old to experience the
outdoors while learning valuable lessons in team work and perseverance. Competing in teams of two, the teams
navigated a variety of obstacles and challenges throughout the bottom portion of Vail Mountain and Vail Village
including mountain biking, a zipline, slope‐in‐slide, tubing, climbing wall and mud pit.
The 2nd annual KEEN Vail Kids Adventure Race was limited to 93 teams (86% increase over 2010) and sold out with ten
teams on the waiting list. For 2011, additional obstacles were added, including a climbing wall at Solaris Plaza to bring
participants and spectators to new areas of the village, as well as a Friday night check‐in and bag pick up at KidSPORT to
extend the event from one day to two.
Strengths:
Friday night check‐in and bag pick up at KidSPORT
Encouraged out of town participants to arrive in Vail a night early
Resulted in significant increase in foot traffic and sales for KidSPORT
Addition of Climbing Wall Challenge in Solaris brought the event to a new part of the village.
75+ volunteers and event staff helped facilitate a safe and fun event while acting as ambassadors for Vail by
answering the numerous questions of interested passers‐by.
Spectator friendly event that all visitors and residents could enjoy whether or not they had kids participating.
Editorial inclusions and PR due to the lack of similar kids events. (August 5280 Magazine)
Encourages strong sense of community and allows families to pursue their passions together in Vail.
The addition of KEEN Footwear as title sponsor brought an increased environmental message to the event.
Weaknesses:
Location of the climbing wall (and any future obstacles in Solaris) should be moved further back in the plaza to
minimize congestion in and adjacent to bus lane on Meadow Drive.
Better signage and additional course marshal on Meadow Drive to facilitate participants and spectators crossing
the bus lane safely.
Need 10x10 tents at all check points to provide shade for volunteers as well as increase visibility for spectators
and visitors in the village and add to the overall animation of the event.
Need a link to book lodging directly from www.vailkidsadventurerace.com.
2. Event Budget:
Revenue Actual Comments
TOV contribution $5,000 $2k to advertising (5280), $3k toward climbing harnesses
Title Sponsor $2,000 KEEN + $3k in product
Presenting Sponsor $500 KidSPORT + $350 gift certificates
Supporting/Challenge $500 Timberline Tours $250, Los Amigos $250
Entry Fees (75x$150) $13,200 88 teams x $150
Total Revenue $21,200
Expenses
Advertising $4,225 5280 Newsletter, Online, The Parents Handbook
Printing $185 Rocky Mtn Repro ‐ Sign lamination & maps
Volunteers (food & supplies) $375 Vendetta's ‐ $300, Cups $20, Breakfast ‐ $55.68
Course Supplies $500 Lumber, scaffolding; Office Depot (stamps) $32.65
Race Numbers $124 Rainbow Racing
Awards $130 Trophy Depot
T‐shirts $1,082 Luggage Tags $532.16, $550 T‐shirts
Map Design $500 $50 logo revisions, $400 map
Contract Labor $3,750
Climbing Wall $1,280 Avid 4 Adventure
Harnesses $2,848
Cargo Net $3,000
Grand Traverse Insurance $416
Grand Traverse Management Fee $1,393
VRD Management Fee $1,393
Total Expenses $21,200
3. Marketing
Because of the success of the inaugural event in 2010, word of mouth, the strength of our existing local database and
KZYR and NRC’s sponsorship, we didn’t feel it was necessary to allocate resources to local print advertising and instead
focused our attention regionally and in the Front Range to attract more destination participants. Primary advertising
outlets included:
5280 Email Newsletter
May 11, 2011. Best Bets Newsletter
The Parents Handbook
Summer 2011. Full page ad in Vail, Summit County and Aspen editions
Digital/Search Engine Optimization
Worked with Booyah, the VRD’s online marketing agency,to optimize key search terms related to the event on Google
and Bing .
4. Survey Results
Based on registration information, a lodging survey filled out at check‐in and an online post‐event survey.
Attendance
93 Teams
186 Participants
558 Family Members*
1,000 Additional Spectators
1,744 Total Estimated Attendance
*60% of all participants had four or more people with them at the race.
Geographic Origin
Vail Valley – 64%
Out of Town – 36%
Colorado ‐ 77% (Denver, Boulder, Fort Collins, Highlands Ranch)
Out of State – 18% (Texas, New Jersey, Pennsylvania)
International ‐ 5% (Mexico)
Annual Household Income
Under $25,000 – 0%
$25,000– $49,999 – 0%
$50,000 ‐ $74,999 – 20%
$75,000 ‐ $99,999 – 25%
$100,000 ‐ $149,999 – 15%
$150,000 ‐ $199,999 – 15%
$200,000 ‐ $249,999 – 0%
Over $250,000 – 25%
Average Spending by Attendees
Lodging
13.4% of attendees stayed in paid lodging in Vail
3.04 – Average # of nights spent in Vail for the event
Amount Spent on Lodging
28.6% ‐ $99 or less
57.1% ‐$100‐149
14.3% ‐ $150‐199
Amount Spend on Shopping, Dining and Entertainment
44.4% ‐$99 or less
44.4% ‐ $100‐149
11.1% ‐$150‐199
Intent to Return
95% of all participants indicated they plan to participate next year
100% said they would recommend the Vail Kids Adventure Race to a friend
5. Future Potential
The Vail Kids Adventure Race is a unique event and, at this point, there is nothing quite like it anywhere in the U.S. that
we have found. We feel the Vail Kids Adventure Race will quickly become a marquee event for active families in the Vail
Valley, Colorado and beyond.
In terms of increasing attendance and length of stay in Vail, the following are options under consideration:
Extend competition to Sunday (3‐day event)
Add additional categories (Boys, Girls, Coed)
Increase the age limit
Different course for younger and older participation
Ancillary events for younger siblings and parents
In terms of sponsorship, we see great potential for growth as 2011 experienced the addition of a major title
sponsor:KEEN Footwear. In addition to support from the Town of Vail Commission on Special Events, other support
came from KidSPORT, Camel Bak, The Parents Handbook, Vendetta’s, Timberline Tours, Los Amigos, Gibbon Slacklines,
Tivoli Lodge and Rocky Mountain Reprographics.
844% increase in sponsor support over 2010 ($12,050 in 2011 vs. $1,250 in 2010)
6. Community Impact
The Vail Kids Adventure Race is an extremely positive enhancement to Vail’s sense of community. From all the
volunteers eager to help year over year, to the families that plan their vacations around the event, the Vail Kids
Adventure Race sends a great message to all who experience it and reflects appropriately on the values of this
community. Following are a few comments:
“Just wanted to send a quick note to let you know what a fabulous event the Keen Adventure Race was. Everyone
(racers, parents, siblings and spectators) all had a spectacular time. It was extremely well organized and just an
awesome experience for all! Thanks for all of your hard work, it was truly appreciated. The kids will still be talking
about it weeks from now!”
‐ Amy Parliament
Vail Resident & Kids Adventure Race Parent
“The greatness of a race like this is it yanked my daughter out of her comfort zone where, in a controlled
environment with capable volunteers, she challenged herself. I realized as parents, we shelter out kids too much and
often don't let them realize their true potential because of our own insecurities”
‐ Amber Johnson
Writer, Mile High Mommas & Kids Adventure Race Parent
7. Environmental Considerations
In addition to recycling and other “green” initiatives incorporated in the production of the event, the title sponsor KEEN
Footwear, brought their environmental message to the event. This year’s event saw the introduction of the KEEN
Environmental Superstar award. This award had nothing to do with how fast teams completed the course or where they
placed. This award went to the team that took the time to respect the environment while they raced. The winning team,
collected the most trash along the course and brought it back with them to the finish to throw away and/or recycle.
2011 KEEN Superstars:
Team Jingji ‐Samatha Gish, 10, and Camille Chicoine, 10, who picked up 64 pieces of trash while racing!
2011 Vail Kids Adventure Race ROI*
Number of Event Participants: 186
Average Number of people in group: 4
Total number of event‐specific spectators: 558
Incremental Room Nights:
# of participants: 186
Percentage of participants using a hotel in Vail: 13.4%
Average night stay in Vail: 3
Total Incremental Room Nights: 75
Incremental Spending:
Estimated total attendance: 558
Average amount spent per person: $125
Number of days in Vail: 3
Subtotal spent on event days: $209,250
Average lodging price per night: $150
Incremental room nights: 75
Subtotal spent on lodging: $11,250
Total Estimated Incremental Spending: $220,500
Town of Vail ROI
Town of Vail CSE Investment: $5,000
Incremental Spending Generated: $220,500
TOV Sales Tax (4%): $8,820
TOV Lodging Tax (1.4%): $3,087
Total TOV tax income: $11,907
TOV Return on Investment: 2.38 to 1
*Information is based on 2011 post‐event survey emailed to participants.
Pepi’s Face
Sponsored By:
WE
N
S
Map, Logo, and other design elements by Andy Linke