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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 6 Town of Vail | CSE | 12/15/11 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 7 Town of Vail | CSE | 12/15/11 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 13 Town of Vail | CSE | 12/15/11 •GranFondo USA worked logistically with Town Services for waste management. Recycling was sorted and picked up via the town. Additional Information 14 Town of Vail | CSE | 12/15/11 Discussion