HomeMy WebLinkAbout2012 Living at Your Peak_2ndVersion RecapEvent Recap: Living At Your Peak
Commission on Special Events
(Presentation Date) October 15, 2012
Photo by Jack Affleck
Living At Your Peak: September 13-15, 2012
First year event hosted by Vail Symposium (Now: DiscoverWell™)
Office: 970-926-2470
Mobile: 508-395-5473
jstone13@comcast.net
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Compatibility based on Vail’s Brand Diagram: (examples of compatibility)
Activity Mindset
Health/Wellness Calm/relaxed
Healthy Eating Vitality / Healthy Living
Fitness Energetic/Vivacious
Outdoor Recreation Participate/active
Sports Live life to fullest
Hiking Engaged/connected
It’s clear that the vision and the execution of our Health, Fitness and Longevity Summit
intersects with Vail’s brand vision and the mission of attracting health conscience people to
Vail.
Event Strengths & Weaknesses
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•Exceeded expectations: The first year event far exceeded the
expectations of all involved. The quality of the presenters was there
from the start, but the connections made from presenters becoming
students, sitting side by side with their colleagues, created an
environment for learning, questioning and gaining self-awareness.
Many attendees commented on this event being a life changing
experience.
•Measures that could be taken for event improvement:
Logistics were challenging first year. It didn’t negatively impact the
experience of our attendees, but a lot was learned for improvement
in subsequent years.
Event Budget
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•Total event budget: $195,000
•CSE funds: funds provided by Town of Vail - $25,000
funds provided by VLMD - $10,000
•Profit and loss: Profit of $6,000
•Funding utilization: infrastructure, marketing, food & beverage,
audience acquisition
•In-kind sponsorship: $42,000
•Cash sponsorship: $104,000
Estimated Results
Attendance Numbers
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•Estimated attendance:
•Full program attendance (includes speakers & sponsors) 68
•Friday full program 17
•Saturday full program 16
•Friday general session 102
•Keynote 118
•Saturday 102
•Total Participants 423
Estimated Results*
Demographic Profile
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•Attendees came from (local, regional, out of state, international):
•101 Full program attendees
•34 Non-locals 34%
•16% 2nd Home Owners
•18% Out of Town
•Including all sessions, total attendance was 423
•Average age and income bracket of attendees: (no data available)
* Based on survey results.
Estimated Results*
Event Attendee Estimated Spending
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•Lodging:
•% attendees stayed in Town of Vail: 18%
•Average amount spent on lodging/day: $225
•Estimated room nights booked due to event association: 32
•Dining: All lunches held in Vail restaurants – Sweet Basil, Kelly Liken,
Terra Bistro, Ludwigs. Dinner at Eagle’s Nest and Four Seasons
•Shopping: Shopping and other activities were encouraged through the
Vail Valley Partnership website as a link on our website.
•Other Activities:
* Based on survey results.
Estimated Return on Investment (ROI)*
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•Additional Town of Vail spending event generated:
•Ratio of increased revenue to amount of funding received:
•Additional sales tax revenue generated by event accrued
to Town of Vail:**
NO AVAILABLE DATA
* Based on survey results.
** Town of Vail sales tax = 4%. Lodging tax = 5%
Visitor Intent to Return
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Satisfaction ratings:
•Exit Survey after interactive sessions and general sessions
•39 questions asked
•403 total responses to all questions
•89% Excellent or Good responses
Topline Marketing Efforts
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Marketing Plan
DRIVE TRAFFIC CREATE A BUZZ PROMOTE VAIL SELL LIFESTYLE BE BOLD
Website/Branding
Develop “Living At Your Peak” as a recognized brand
- Develop a website that highlights the key differentiators of the event and elevates its
value proposition to potential event attendees.
Advertising
Trade
- Identify local/ front range media for limited media buys
- Select 3-5 markets and 2-3 media opportunities
Public Relations
- Release an ongoing stream of press releases focused on thematic pitch stories to the media
Distribute personal invitations to local, regional and national media.
Social Media/Online PR
Work Facebook and Linkedin
Postings on Health and Fitness sites
Use the best personal trainers in Vail, Denver and target markets to email their clients
Grassroots
Use existing network for referrals
Private club newsletters
- Reach out to local and national organizations with websites, event calendars and e-
newsletters and ask them to help us promote the event.
- Create a toolkit that event presenters and sponsors can use to promote the fact that
they are participating in the event
Community Contribution
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•Impact on Vail’s sense of community:
From the moment our internationally and nationally renowned presenters, as
well as our attendees (both local and out out-of-towners) arrived at the
poolside reception at the Four Seasons, on a beautiful fall evening, the
atmosphere was set for the next two and a half days. Our presenters arrived
to hugs rather than handshakes, and the smiling never stopped. We provided
what Vail provides. A passion for life, people, health, wellness, and the
outdoors as both our classrooms and our backdrop. The pride of, and in, our
local athletes, docs and researchers who were showcased throughout the
event was wonderful. Our presenters came without hesitation--to Vail and to
what we, as community members, envisioned for making a difference in the
field of health and wellbeing.
Sustainability Efforts
Green Measures
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•All events were held in the hotels and restaurants of Vail, and to
the extent that they all engage in sustainability within the
community, our green efforts were realized.
Additional Information
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"Living At Your Peak" Summit Budget Actuals as of 9/26/12
Revenue BUDGET Sponsors Dollars
Presenting Sponsor -$ Town of Vail 25,000.00$
Corporate Sponsors 104,841.00$ Vail Local Marketing District 10,000.00$
Town of Vail funding 35,000.00$ Town Total 35,000.00$
Sponsor Sub-total
Ticket Sales - full 2-day at $1000 and 1-day at $549 51,627.00$ Triumph Development 5,000.00$
Ticket Sales - Keynote - at $50 1,450.00$ Colorado Access - Depression Ctr.2,500.00$
Ticket sales - Spouse - at $300 600.00$ Vitality Center 5,000.00$
Ticket sales - General Session - at $35 1,600.00$ The Biegler Foundation 4,000.00$
Tix Sales Sub-total 55,277.00$ Wendy & Paul Raether 2,500.00$
Total Cash Revenue 195,118.00$ Udi's 5,000.00$
HealthONE 25,000.00$
Vail Summit Orthopedics 10,000.00$
Steadman Clinic 10,000.00$
Vail Valley Medical Center 25,000.00$
PGA Tour 5,000.00$
Expenses Opedix 5,000.00$
Event Planner 37,200.00$ Corporate Total 104,000.00$
Speaker Benefits-Cliff,Josiah,Ellen 3,550.00$ Grand Total 139,000.00$
Keynote speaker 35,000.00$
Human Performance Lab testing 500.00$ Vail Beaver Creek Magazine 2,970.00$
AV and Tech 8,766.00$ (in-kind)
Publicity, Advertising, Promotion 39,749.00$
Web development 5,022.00$
Signage 175.00$
Air and Travel 5,569.00$
Hotel venues (in kind)-$ Marketing Budget
Saturday entertainment 7,349.00$ CSG Fee 8,000.00$
Meals - Speaker breakfasts (no charge)-$ Press Releases 6 at $400 2,400.00$
Lunch 9,086.00$ Misc.1,500.00$
Dinner 18,607.00$ Ad Development Cost 4,266.00$
Breaks 4,570.00$ Invitation (production, printing, mailing)4,300.00$
Thursday reception-Four Seasons 5,192.00$ Credentials 800.00$
VIP Cocktail Parties (2) Sebastion/Eagle's Nest 2,418.00$ Bravo Ad 2,350.00$
Sponsor and Speaker comp meals 1,982.00$ Program Guide-development 2,300.00$
Volunteer and Other meals 1,000.00$ Program Guide-Printing 800.00$
Forest Service Permits 5280 Magazine - ad 5,000.00$
Photography 700.00$ On-line advertising 500.00$
Video documentation -$ Promo Swag 2,550.00$
Equipment Rentals - Bikes, etc.-$ Volunteer shirts - 80 @ $10 816.00$
Credit Card Fees 1,514.00$ Bike shirts 782.00$
Misc.964.00$ Vail Beaver Creek Magazine 1,000.00$
Total Expenses 188,913.00$ Vail Luxury 2,385.00$
Total 39,749.00$
Total Cash Net 6,205.00$ Budget 40,000.00$
Attendee Recap
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"Living At Your Peak" 2012 Attendee Numbers
Registrants Total 2nd Home Owners Out of Town Total Non-Locals %
Full Program Attendance - includes Speakers & Sponsors 68 13 16 29 42%
Friday Full Program 17 2 2 4 23%
Saturday Full Program 16 1 1 6%
Total Full Program Attendees 101 34 33%
Friday General Session 102
Saturday General Session 102
Keynote 118
Total Participants 423