HomeMy WebLinkAbout2012 Gran Fondo Vail Recap PDFEvent Recap: GranFondo Cannondale Vail
Commission on Special Events
October 03, 2012
Photo by Jack Affleck
Event Title: GranFondo Cannondale Vail
Event Producer Star Events USA
Chris Laskey
Mobile: (720) 838-9126
chris@denvertriathlon.com
2 Town of Vail | CSE | 12/15/11
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3 Town of Vail | CSE | 12/15/11
Standard of excellence met by:
•International series
- traditional Italian bike tours; in 2012 present in USA, France and Austria
- media coverage through US and Europe
•Wide scope of participants
- from professional cyclists to amateurs
- choice from 2 distances – 56 miles/ 120 miles
- for families and friends – non-competitive atmosphere, emphasis of “fun” aspect
•Attractive destinations
- introducing cyclists to interesting, often extraordinary, venues
- supporting local tourism through stays of participants and their friends
•Environmental aspect
- making sure the venues are kept in best state through and after event
- waste management; communication on environmental issues
Event Strengths & Weaknesses
4 Town of Vail | CSE | 12/15/11
•Strengths:
•Cannondale’s sponsorship offered a unique weekend
experience with their fleet of demo bikes
•On Site Branding was strong and made the event look
spectacular for spectators
•Out of State guests and room nights were high compared to the
overall size of the event
•Weaknesses
•Poor Attendance, Poor marketing, Did not take advantage of
Cannondale’s dealer network for promotion and marketing
•Website, newsletters and social media campaign was severely
lacking
Event Budget
5 Town of Vail | CSE | 12/15/11
•Total event budget: $60,000
•CSE funds: $26,666.00
•Profit: $6,000
•Funding utilization: State Patrol, Ride and Logistics Staffing, Vehicle
Rental for the Course
•In-kind sponsorship:
•Cash sponsorship: $26,666 (Town of Vail)
$10,000 (Fiat of Denver)
$10,000 (Cannondale)
Event Title: GranFondo Cannondale Vail
Attendance Numbers
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Registration category Total Percentage
Medium distance 56 miles 92 39%
Long distance 120 miles 141 61%
Total Participants 233
Gender Total Percentage
Female 66 28%
Male 167 72%
Age
Youngest Parcicipant 20 years
Oldest Participant 73 years
Average Age 48 years
Rider Profile
Demographic Profile
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State Total Percentage
CO 152 65%
CA 9 4%
FL 9 4%
KS 5 2%
TX 5 2%
NM 4 2%
VA 4 2%
NC 3 1%
OH 3 1%
ON 3 1%
PA 3 1%
Top represented states
Also participants from
AL, AR, AZ, CT, MA, MD, MI, MN, ND,
NH, NJ, OK, VI
Great Britain, Mexico
35% of participants from out of state
21 participants from the town of Vail
18% have never been to Vail before *
93% will very likely or likely return to Vail *
* Based on survey results.
Estimated Results*
Event Attendee Estimated Spending
8 Town of Vail | CSE | 12/15/11
•Lodging:
•53% of attendees in paid accommodation
•41% stayed in a hotel
•67% stayed 2 nights or longer
•Average amount spent on lodging/day: $106
•Estimated room nights booked due to event association: 350
•Lodging call to action:
•Average amount spent on dining/day: $62
•Average amount spent on shopping/day: $56
•Average amount spent on other activities/day: $53
* Based on survey results.
Estimated Return on Investment (ROI)*
9 Town of Vail | CSE | 12/15/11
•Additional Town of Vail spending event generated: $95,400
lodging $36,500
dining $21,400
shopping $19,300
other $18,300
•Ratio of increased revenue to amount of funding received:
3.6 ($95,400/$26,666)
•Additional sales tax revenue generated by event accrued
to Town of Vail:**
$5,600 (Sales tax $3,800 + Lodging tax $1,800)
* Based on survey results.
** Town of Vail sales tax = 4%. Lodging tax = 5%
Visitor Intent to Return*
10 Town of Vail | CSE | 12/15/11
Satisfaction ratings:
•99% describe Vail as a pleasant place
•76% were “satisfied” or “very satisfied” with the
general atmosphere of the race
•47% would recommend the event to a friend
•93% will return to Vail “very likely” or “likely ”
* Based on survey results.
Topline Marketing Efforts
11 Town of Vail | CSE | 12/15/11
•Universal Sports – 15 sec promo running for 2 months prior to the
event (reach of over 35 million viewers in the US)
•GranFondo website – over 23,000 visitors and 106,000 pageviews
June through August 2012
(most visitors from USA, Canada, Italy, France, UK, Germany)
•Social media
GranFondo on Facebook (over 4,900 likes)
Star Events on Twitter (over 1,300 followers)
•Promotion via Cannondale website
Community Contribution
12 Town of Vail | CSE | 12/15/11
•Impact on Vail’s sense of community:
•Several Town Council members rode in the GranFondo.
•Local Restaurant the Blue Moose was tapped for feeding the
participants
•Cannondale’s sponsorship allowed locals and visitors an
opportunity to demo and experience their line of bikes for both
road and mountain.
Sustainability Efforts
Green Measures
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•GranFondo USA worked logistically with Town Services for waste
management. Recycling was sorted and picked up via the town.
Additional Information
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Discussion