HomeMy WebLinkAbout2012 Recap Living at Your Peak_JamieEvent Recap: Living At Your Peak
Commission on Special Events
(Presentation Date) October 15, 2012
Photo by Jack Affleck
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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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Town of Vail | CSE | 12/15/11
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Town of Vail | CSE | 12/15/11
Compatibility based on Vail’s Brand Diagram: (examples of compatibility)
Activity Mindset
Health/Wellness Calm/relaxed
Healthy Eating Vitality / Healthy Living
Fitness Energetic/Vivacious
Outd
oor 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.
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Event Strengths & Weaknesses
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Town of Vail | CSE | 12/15/11
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.
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Event Budget
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Town of Vail | CSE | 12/15/11
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
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Estimated Results
Attendance Numbers
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Town of Vail | CSE | 12/15/11
Estimated attendance:
Full program attendance (includes speakers & sponsors) 68
Friday full program 17
Saturday full program 16
Friday general session 102
Keynote 118
Saturday 10
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Total Participants 423
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Estimated Results*
Demographic Profile
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Town of Vail | CSE | 12/15/11
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.
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Estimated Results*
Event Attendee Estimated Spending
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Town of Vail | CSE | 12/15/11
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.
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Estimated Return on Investment (ROI)*
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Town of Vail | CSE | 12/15/11
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%
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Visitor Intent to Return
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Town of Vail | CSE | 12/15/11
Satisfaction ratings:
Exit Survey after interactive sessions and general sessions
39 questions asked
403 total responses to all questions
89% Excellent or Good responses
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Topline Marketing Efforts
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Town of Vail | CSE | 12/15/11
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Community Contribution
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Town of Vail | CSE | 12/15/11
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.
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Sustainability Efforts
Green Measures
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Town of Vail | CSE | 12/15/11
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.
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Additional Information
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Attendee Recap
Town of Vail
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