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HomeMy WebLinkAboutRace Recap - Divas Half Marathon - VailDIVAS HALF MARATHON Vail, CO –August 19-21, 2011 Event Demographics –Vail August 19-21, 2011 Event%Number HalfMarathon86%808 5K14%131 Total939 Age Breakout%Number 19 and Under3%28 20-2922%204 30-3937%346 40-4924%229 50-5911%103 60 and Over3%29 Total939 Gender Breakout %Number Female99.3%932 Male0.7%7 Total939 Event Demographics –Vail August 19-21, 2011 HouseholdIncome%Number $0-$25,0007%27 $25,001-$50,00015%54 $50,001-$75,00014%52 $75,001-$100,00017%60 $100,001-$125,00017%61 Over $125,00030%107 Total *361 MaritalStatus%Number Married64%267 Single36%147 Total *414 * This is not a mandatory question so only a portion of the participants submitted an answer as reflected in the charts EducationalLevel%Number High School8%36 2Year College8%38 4 Year College41%186 Graduate Degree34%153 Some PostGraduate Degree 9%39 Total *452 Ethnicity%Number AfricanAmerican1%6 Asian2%9 Caucasian/White66%274 Hispanic/Latino30%127 Other1%7 Total *423 Economic Impact –Vail August 19-21, 2011 Geographical Breakdown %Number EagleCounty Residents11%103 CO –other than Eagle County 68%644 Other States/US territories20%187 Other Countries1%5 Total939 State/Terr Breakdown Number California26 Texas24 Wyoming16 Utah12 New Mexico12 Arizona8 Florida11 Oklahoma8 Illinois7 Other 26 states63 Total187 Economic Impact–Vail August 19-21, 2011 EconomicImpact Factors*Number Averagenumber of days in town (non Eagle county residents) 2.34 EstimatedRoom Nights per questionnaire2,620 *All participants are required to fill out a questionnaire when they register about their visit to Vail. All Eagle County residents are excluded from having any calculations related to economic impact. Attendance Factors*Number Averagenumber of people in party (including runner) –out of Eagle County3.13 Average number of peoplein party (including runner) -from Eagle County1.35 Total Attendees based on ratiosabove2,442 Volunteers & Spectators (EagleCounty residents)250 Total Event Attendance2,692 DirectEconomic Impact$798,000 Indirect Economic Impact$1,197,000 Testimonials –Vail August 19-21, 2011 “Had TONS of fun on my first half marathon!!! THANK YOU please come back to Vail next year!!!!” Tara Lynn “Thanks for a great race and a challenging race! This was a great weekend from top to bottom! Met some terrific new friends...I mean DIVAS!!!” Angela Amans “LOVED the Vail course!” Peggy Woods “From a Vail Valley local, thanks to all the Vail Firefighters and local volunteers for supporting us on the race course. Great run!” DidiDoolittle Course Map –Vail Collateral –Vail August 19-21, 2011 Finisher Medals -1,500Goody Bags –1,500 Collateral –Vail August 19-21, 2011 Participant Shirts –1,200 Collateral –Vail August 19-21, 2011 Volunteer Shirts –300 Collateral –Vail August 19-21, 2011 Bibs –1,200 Collateral –Vail August 19-21, 2011 On-line ad variations Total Media Impressions of on- Line Marketing Campaign Over 14 Million On-Line Marketing Impressions Collateral –Vail August 19-21, 2011 Monthly Newsletter •Monthly Newsletter to distribution database of over 60,000 and growing •Other one time event specific offers also distributed in August Over 340,000 newsletters distributed Collateral –Vail August 19-21, 2011 Diva APP This custom made APP provided participants all the necessary race weekend information. Race management was able to send live messages driving traffic to all events and sponsors of the event. Over 500 versions of the APP were downloaded over race weekend Collateral –Vail August 19-21, 2011 Vail Postcard –printed and distributed over 100,000 units via grassroots, expos and bag stuffers in other races and stores thorough CO and the US Collateral –Vail August 19-21, 2011 Typical Print Ad example Total Marketing Impressions for print advertising campaign including Competitor, Hawaii Sports and Runners World Over 6.5 Million Print Advertising Impressions Collateral –Vail August 19-21, 2011 Expo Booth at Tradeshows Attended 10 marathon and/or half marathon health & fitness expos from Oct 2010 to August 2011. Collateral –Vail RunLikeADiva.com Page Views July 53,679 August 70,560 Visits July 16,080 August 20,037 Collateral –Vail RunLikeADiva Facebook Page Over 7,200+ Fans and growing Collateral –Vail August 19-21, 2011 Signage -Start Line Collateral –Vail August 19-21, 2011 Signage –Finish Line Participant Experience –Vail Participant Experience –Vail