HomeMy WebLinkAbout2012 Vail Rocks RecapEvent Recap: “Vail Rocks”
Commission on Special Events
October 3, 2012
Photo by Jack Affleck
Vail Rocks: July 13th -14th, 2012
Shannon Foley Henn, Executive Director of Love Hope Strength (LHS)
Office: 720.379.7013
Mobile: 303.518.8938
shannon@lovehopestrength.org
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Love Hope Strength main contacts in Vail region:
• Jessica Stevens
• Sybill Navas
• Meggen Kirkham
• Laurie Asmussen
Event Strengths & Weaknesses
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• Exceeded expectations:
• Our numbers were, not only on target, but better than
expected regarding the hike portion of the day.
• Measures that could be taken for event improvement
• The turnout for the free concert was much lower than
anticipated and would need more support from local
media and promotions to increase this next year.
• For repeat event, comparison to past years:
• NA
Event Budget
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• Total event budget: $52,275
• CSE funds: $25,000
• Profit and loss:
• Gross revenue: $87,625
• Net revenue: $35,350
• Funding utilization:
• Food, water for Trek
• Flyers, Web Design, Banners, Advertising
• Sound/stage, radios
• Photographer, Videographer
• In-kind sponsorship: $40,000
• Artist fees
• Special Event Management – Eagle Valley Events
• Amplified Sound, Barricades, Tent Permits, Solaris Rental Fee
Estimated Results*
Attendance Numbers
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*
Based
on
survey
results.
• Vail
Mountain
Hike
aGendance:
222
(LHS
goal
was
200
aGendees)
• 99%
of
people
traveled
to
Vail
specifically
for
Vail
Rocks:
220
out
of
222
• 10%
increase
from
past
years
hike
on
Pikes
Peak.
This
was
first
year
in
Vail.
Demographic Profile
Where Vail Rocks Attendees traveled from:
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• Average
age
and
income
bracket
of
aGendees:
*
Based
on
survey
results.
76%
7%
4%
0%
4%
1%
3%
0%
0%
1%
2%
2%
A"endees
Colorado
TX
CA
OH
MI
IN
AZ
Demographic Profile
Average
ages
of
Vail
Rocks
AGendees
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70-‐79
3%
60-‐69
14%
50-‐59
27%
40-‐49
31%
30-‐39
18%
0-‐29
7%
Age
Demographic Profile
Average income bracket of attendees for Vail Rocks:
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*
Based
on
survey
results.
Philanthropic,
athle‘c,
outdoor
enthusias‘c,
music
loving,
business
professionals
Healthcare
13%
Sales
12%
Re‘red
8%
Business
16%
Tech
6%
Educa‘on
8%
Service
Ind.
4%
Misc.
21%
Finance
12%
Professions
Estimated Results*
Event Attendee Estimated Spending
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• Lodging:
$16,750
• 99%
aGendees
stayed
in
Town
of
Vail
in
Hotels,
condos,
private
proper‘es.
• Average
amount
spent
on
lodging/day:
$120-‐250
• Rooms
iden‘fied
to
event
associa‘on
(nights):
• The
Sebas‘an:
55
Nights
• The
Evergreen:
25
Nights
• Lodging
call
to
ac‘on:
• The
Sebas‘an
• The
Evergreen
• Dining:
$12,000
• Shopping:
Town
of
Vail
shops
$8,000
• Other
Ac‘vi‘es:
Farmers
Market
es‘mated
spending
was
$3,000
Estimated Return on Investment (ROI)*
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• Addi‘onal
Town
of
Vail
spending
event
generated:
$39,750
• Ra‘o
of
increased
revenue
to
amount
of
funding
received:
1.5
• Addi‘onal
sales
tax
revenue
generated
by
event
accrued
to
Town
of
Vail:**
$1,760
**
Town
of
Vail
sales
tax
=
4%.
Lodging
tax
=
5%
Visitor Intent to Return*
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Sa‘sfac‘on
ra‘ngs*:
See
next
page(s)
*
Based
on
survey
results.
Returning
Next
Year
89%
"Wouldn't
Miss
It"
11%
"Maybe"
Feedback from Survey
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• "Being a first timer.....it was AWESOME!! The vibe, the people, the staff,
the cause - all made it a great time. Thanks for everything and I look very
forward to being a part next year. ”
• “Wanted to thank you guys for putting together a Vail rocks 2012. We
flew in from Chicago and its was well worth the trip to Vail, can't wait for
next years event!”
• "Vail Rocks was an amazing event and a great experience for us”
• “I am not sure how it turned out in terms of raising money compared to
Pikes Peak but at a venue like Vail and with more hikers the exposure
was surely greater.”
• "It was one of most awesome experiences I've had. So moving and fun.”
• "Absolutely uplifting, I will be back!”
• "I liked that the hike was a large group of people but intimate enough that
it was extremely easy to meet people and share stories. Had a great time
and can't wait until next year.”
Favorite/least favorite aspect of Vail Rocks
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• "The
mee’ng
of
new
people
and
seeing
all
the
support
for
such
a
great
aide
was
the
best.
Carrying
the
prayer
flags
up
the
mountain
was
a
memory
I
will
never
forget”
• "Mee’ng
such
fabulous
people
from
different
parts
of
the
country
and
the
unity
and
spirit
of
the
par’cipants.”
• "I
loved
the
whole
package.
If
I
had
to
pick
one
thing
it
would
be
the
concert
aBer
the
hike”
• "The
hike
and
mee’ng
the
community
was
a
highlight
for
me”
• "It
was
more
challenging
than
I
imagined
but
it
was
inspiring
and
spiritually
enriching
“
• "My
favorite
aspect
was
BreE
Dennen's
acous’c
set.
There
was
down
thing
surreal
and
meaningful
about
that
moment
that
seemed
to
capture
the
overall
purpose
of
the
gathering”
• "Mee’ng
other
cancer
survivors
on
the
hike
and
enjoying
being
part
of
a
group
of
hikers
raising
money
for
cancer
treatment”
• “Loved
being
able
to
visit
beau’ful
Vail
for
such
an
amazing
cause”
Topline Marketing Efforts
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• KBCO radio advertising leading up to event
• Westword Full page and quarter page ads leading up to event
• Online and social media to LHS and artists fans 500,000 daily.
• Vail Daily full page and half page ads week of event
• Fresh and Clean dedicated media coverage
Select Media Pick Ups
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TOPIX.COM:
G.
Love
will
perform
in
Vail
Saturday
night
for
Vail
Rocks,
along
with
BreG
Dennen,
Cy
Curnin
of
the
Fixx,
Miles
Zuniga
of
the
Fastball,
School
of
…
LASTFM.COM:
World's
leading
rock
and
roll
cancer
founda‘on
switches
to
local
venue;
event
set
for
Saturday…
COLORADO.COM:
KeyBank
presents
Vail
Rocks,
a
musically
charged
hike
up
Vail
Mountain
to
benefit
the
Love
Hope
Strength
Founda‘on…
JAMBANDS.COM:
BreG
Dennen
and
G.
Love
will
hike
Mount
Everest
together.
Dennen
and
G.
Love
recently
posted
images
online
of
a
recent
songwri‘ng
session
in
Colorado…
MUSIC
FOR
GOOD:
Which
is
why
the
LHS
upcoming
event
Vail
Rocks
will
take
place
at
the
more
accessible
loca‘on
of
Vail
Mountain
on
the
weekend
of…
VAILDAILY.COM:
Love
Hope
Strength
excited
about
Vail
Rocks
hike/
concert
event.
World's
leading
rock
and
roll
cancer
founda‘on
switches
to
local
venue…
Community Contribution
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Literally, saving lives, one concert at a time…
• As a result of Vail Rocks, LHS is donating $40,000 to fund 2 doctors in 2013 at the
only dedicated children’s cancer center in Tanzania.
• The average GET ON THE LIST marrow drive at Red Rocks (9,000 attendees)
typically results in 50 new marrow donors. Vail rocks resulted in 106 new registered
marrow donors, mostly Vail residents who came out for the concert. When matches
from this group are found, they will tie directly back to Vail and we will know exactly
how many lives have been saved for years to come.
Sustainability Efforts
Green Measures
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• Branded water bottles were given to all attendees
and water stations were positioned along trail rather
than using plastic bottles.
• All hikers were given a lesson on “pack it in, pack it
out” and “leave it better than you found it” hiking tips
before day began and day of event.
• Volunteers and LHS staff cleaned all general
gathering spots including start of trail and mini
concert locations along the trail.
• “Green” acoustic concerts were performed along
the trail to avoid noise pollution.
Town
of
Vail
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Photos from the hike
Town
of
Vail
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Photos from the post concert