HomeMy WebLinkAbout2012 Tour of Vail Recap
Post-event Recap
Presented to:
EVENT OVERVIEW:
The inaugural Tour of Vail, Cycling Weekend was held over three days, September 28-30, 2012. It
consisted of a Friday Time Trial, Saturday Challenge Ride, and Sunday Pro/Am Criterium.
Strengths.
1) By design, event engaged a broad demographic range by including recreational, amateur, and
professional components so as to maximize the potential for participation and spectators.
2) The event brought high speed, competitive cycling back to Vail where it has not been seen since
the Coors Classic
3) The event was technically sound and involved an experienced technical crew with a strong history
of successful events.
4) The event encouraged overnight stays with the 3-day format
5) The Friday Time Trial captured the scenery and history of Vail
6) The Saturday Bicycling Vail Challenge Ride drew heavily from the Front Range and included
several prominent industry sponsors and VIPS
7) The Saturday post-ride catered lunch for all participants showcased Vail Village and area
businesses
8) The USA CRITS Professional Final was en exciting finale to the event and drew an estimated 5,000
spectators and international audience via the online live streaming video production.
9) The event was very well-received by participants throughout the weekend.
Weaknesses.
1) The late September date presented a heavy challenge to participation.
a. Remediation: A proposed move to August, 2013
2) The event budget suffered considerably from lack of sponsorship support due in part to the late
date on the calendar and the ongoing doping scandals in the sport of professional cycling
a. Remediation: a 12 month campaign via a PR firm
3) Despite spending several thousand dollars on a local PR effort (direct mailings, posters, press
releases, advertisements, PR trips) communication to businesses was not as effective as planned.
a. Remediation: Better local advertising, utilizing the resources available from the Town of Vail
(banner locations, etc.)
4) The Saturday Bicycling Challenge Ride start in Copper was a logistical challenge for event staff and
participant and did not fully engage Vail as had been hoped. Permitting problems with the US
Forest Services prevented a Vail start.
a. Remediation: Start and finish in Vail in 2013.
EVENT BUDGET: The event lost more than $100,000 in 2012.
ATTENDANCE:
i. Estimated attendance. ~5,000
ii. Participants: 271
1. Local: 31
2. Regional: 148
3. Out of state: 92
4. International: 2
iii. Spectators: 4,500 est.
iv. Percentage of people came to Vail specifically for your event: estimated 90%
v. Percentage of people has attended the event in previous years: N/A
vi. Average age and income bracket of attendees.
20% are 18-29, 56% are 30-49, 24% are 50-69 (per USA Cycling demographic study)
10) Estimated spending by event attendees:
i. Lodging: participants were directed to lodging vie direct link on event site and vie email
marketing
1. Percent of attendees stayed in the Town of Vail: 75% est.
2. Average amount spent on lodging per day: est $110
3. Estimated number of room nights booked by organization: 165
ii. Dining: est. $65 per day
iii. Shopping: est. $45 per day
iv. Other Activities: est $30 per day
11) Visitor Intent to Return and Satisfaction Ratings: 90%
12) Estimated Return on Investment (ROI) to the Town of Vail:
i. Additional spending within the Town of Vail was generated by the event: $500,000
ii. Ratio of increased revenue to the amount of funding received? N/A
iii. Additional sales tax revenue generated by the event accrued to the Town of Vail? (Town of
Vail sales tax is 4%). Est. $20,000
INDEPENDENT SURVEY.
Considering the dramatic budget shortfall, we could afford an independent survey.
EVENT MARKETING
The event was promoted in conjunction with the Stan’s NoTubes Great American Cycling Series – a national
Pro/Am road cycling series with a northeast US-based calendar. More than 6,000 email addresses were
utilized along with social media followers totaling more than 3,000 world-wide. Also, Bicycling magazine used
their considerable database to direct-mail market to subscribers in the State of Colorado and nationally via
online marketing.
Public relations trips by members of our staff were made to better understand the dynamics of the local
community and to broadcast the potential impact of the event. Event posters were distributed to area
businesses.
Advertising was done in local publications.
A local organizer was hired to act as a local advocate for the event
2. Potential for growth and the development of sponsorships and media exposure. The event was well-
received at all levels of participation and the move to an August 2013 date should dramatically improve the
event’s impact.
3. Vail’s “Sense of Community” The event captured the essence of Vail and directly engaged businesses and
restaurants, residents, and the Town of Vail departments so as to conduct a safe and successful event that
presented Vail to an international audience.
4. Measures that were taken to produce the event in as “green” and environmentally friendly manner as
possible.
1) Limited use of paper products at the event
2) Waste/recycling stations placed onsite
3) Electronic marketing used as a primary means of promotion
4) Limited use of vehicles during the event