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HomeMy WebLinkAbout2013 CO Grand LH Merchants Enchancements RecapNovember 6th ! ! ! C: 239.272.0373! E: catimiller.lhmaevents@gmail.com! Cati Miller! !LIONSHEAD MERCHANTS ASSOCIATION! AND! The Colorado Grand ! 25th Anniversary Showcase! ! Saturday September 21st from 9am-12pm! Held in ! Lionshead Village! Motors and Mimosas Mixer! ! Friday September 20th from 2pm-5pm! Hosted At! Montauk Seafood Grill! And! Bart & Yeti’s Bar and Restaurant! ! !!Standard of excellence met by: ! ! ! Successfully appealing to and enticing the top 1% of the world ! ! Creating an exceptional social ambiance in which both participants and spectators did not want to leave ! ! Bringing the community together to enjoy the company of those who share in similar passions and interests! ! allowing spectators and participants in the event to engage in conversation. Thus, creating a sense of togetherness in our community! ! Catering to the desires, wants and needs of our guests! ! Adding value to our guests Vail experience ! ! Showing our appreciation for continued loyalty and dedication! ! providing our returning guest with the security of knowing we seek to understand what appeals to them most as a whole ! ! Providing a unique and different experience. ! ! creating a lasting, loving impression on all those who participated! ! Providing an upbeat, enjoyable atmosphere in which guests cannot wait to reach their final destination! ! Leaving guests with excitement and anticipation for next year ! Vail Brand Compatibility! Exceeded Expectations! The Colorado grand – lionshead alliance that was built and the relationships that were made allowed both parties to feel secure ! ! Silent Auction Donations: ! • The Colorado Grand said that this Silent Auction was the most successful one they have had yet! • The Lionshead Community donated a total of $6000 ! ! The booklet: ! • 250 participants now have this memorable item in their home, as a reference to the success of this years event, reaching 150-250 families who are considered to be the top 1% ! • By taking the time to remove the names and personal information of these drivers, valuable trust was earned.! ! The “Motors and Mimosas” mixer turnout exceeded the expectations of both Montauk and Bart and Yeti’s, spectators, and Colorado grand participants! ! Restaurant business: ! • “Business was equivalent to a busy sunny day.”! • “The most people seen in Lionshead In a while”! • Restaurants were have said to be running out of food by Sunday. Food orders were based on last years event! Comparison to Past Years:! The marketing and advertising of Friday’s event helped tremendously this year ! ! Word of mouth buzz created around town and with the participants! Active Gift incentive packages used as the center pieces during the initial “ceremony” on Monday evening before the rally began.! Package Included: ! – Unique Invitations to the Motors and Mimosas Mixer! – Drink tickets to the Mixer! – Specials to the retail and restaurants! – Eye glass cleaners (provided by Eye Pieces) ! Special invitations personally handed out to local businesses! !- Encouraging they leave them at the counters of their businesses for others to view as well! The online presence taking place the weeks before on the VailDaily.com! Press release of event sent to car clubs specifically interested in the Colorado Grand event ! ! The enhancements were extremely successful and profitable for high end retail establishments as well as local restaurants. ! Event Weaknesses! Measures that could be taken for event improvement:!! !** due the last minute DECISION TO MAKE enhancements TO THIS YEARS EVENT and BEING DEPENDANT MOSTLY UPON THE approval OF FUNDS the FOLLOWING WEAKNESSES COULD HAVE BEEN AVOIDED TO AN EXTENT. OTHERS NEEDED SLIGHT ALTERATIONS AND ALTHOUGH ALL WAS ACCOMPLISHED, THE TIME IN WHICH IT WAS COMPLETED AND THE EASE IN WHICH IT WAS DONE COULD HAVE MADE A DRAMATIC DIFFERENCE TO THE EVENTS OVERALL SUCCESS: **! ! – Invitations and drink tickets should not have been provided until the final arrival of the participants! – The press release SHOULD have been drafted and distributed much earlier in the week;! –  DISTRIBUTION OF THE PRESS RELEASE COULD HAVE BEEN MUCH LARGER;! –  FRONT RANGE MARKETING COULD HAVE BEEN TAPPED INTO MUCH FURTHER ! – A full page ad with the mixer details included the day of the event in the newspaper WOULD HAVE CREATED A LARGER BUZZ AROUND TOWN ! – 1000 more copies of the booklet SHOULD HAVE BEEN printed and distributed more evenly throughout both days OF THE EVENT ! – The band could have been located on the patio of Bart and Yetis instead of the Children's fountain for spectators to gather more closely together and enjoy the music during the gaps in the cars arrival! – The Dixie Land Band could have been A LITTLE more lively ! – More volunteers ! • Total event budget: $7,000 ! • CSE funds: $4,000 ! Profit: Unquantifiable at this time ! • Funding utilization: 90% of CSE funding was dedicated to advertising and marketing ! !!!!Advertisement ! !!!!Television Coverage ! !!!!Welcome Packages: invitations - event decorations ! !!!!Photographer! !!!!marketing ! • Lionshead merchants donated $6,000 to the Colorado grand silent auction! • Cash sponsorship: $3,000! Event Budget! Estimated attendance: 800 – 1000 persons throughout the entirety of Friday’s event. (4 hour duration) ! ! !- 250 participants, number of gift bags for drivers at finish line! !- 700 booklets (125 were given to the Vail Information Center !at the Transportation Center. volunteers rallied the streets !distributing booklets to: locals, town business owners, and !destination guests)! ! Estimated Results: Attendance Numbers! Estimated Results: Demographic Profile! The participants: classified to be in the top 1% of the world! • Generally, 50-60% consist of men; ages 40-60; ! • upper-upper class, who are accompanied by women" in the same age bracket ! ! ! The Spectators: Men, women, and children of all ages and class the average age of men would sit between 30-65; pictures show that there was not “one type” of person at this event business indicates that the event seemed to bring to high end shoppers – middle-upper class and upper class are the ones who are most appreciative of the Saturday showcase! Event Attendee Estimated Spending! Lodging:! The last minute enhancements to this event did not allow the appropriate marketing. Thus, the lodging specials intended to bring Front Range car clubs were inadequate and did not provide the desired spending that is promised for next years event. Although, as described below, Sunday morning was a very profitable morning for retail stores, allowing me to believe that there was unexpected room occupancy on both Friday and Saturday evening. ! Dining:! !Bart and Yeti’s compared Fridays event to a good winter day in terms of business- consistent and a “good busy” throughout the entire day ! • One restaurants confided in me that they were running out of food by Sunday morning and having to purchase bread from City Market; basing their food orders off previous years sales during this particular weekend ! • “Most people they have seen in Lionshead in a while”! Shopping: ! • one high end retail store reported 20% of September business occurred on Saturday morning ! • Another retail establishment was said to have HAD A $6,000 Sunday morning “There are really good people in town right now.” This indicates SPECTATORS WERE NOT ONLY able to plan last minute weekend trips up from the front range, but also spend lesiurely. A group that we wish to appeal to again and again! Estimated Return on Investment! this number is guaranteed tax revenue collected by the TOV. Information provided that allowed for certain numbers to be plugged in. ! BASED OFF OF ONLY 6 local Lionshead businesses and does not necessarily cover their entire weekend but parts of their days.! Vail tax collected for just a handful of Lionshead businesses totaled over $4,000.00 for Friday evening and Saturday morning.! ! The Colorado Grand brought in a guaranteed %100 return on the funds invested.! Visitor Intent to Return! By creating an inviting, social atmosphere with ambiance and entertainment we were able to entice visitors to return with simple, yet significant changes made to this years event! without doubt WE created a necessary lasting impression on both participants and spectators! ! ! Satisfaction ratings: ! !Colorado Grand liaison, Eddie O’Brien, DROVE OVER TO MEET WITH US IMMEDIATELY FOLLOWING THE EVENT TO DISCUSS THE YEARS TO FOLLOW. ! ! !- 1-2 Lionshead - Vail advertisements WILL BE PLACED IN NEXT YEARS ROUTE BOOK a collectable that sits in the homes of every participant in the event. ! !- a Placement of our FRIDAY AND SATURDAY events WILL BE PLACED in their daily newspaper GIVEN TO THE DRIVERS EACH DAY THEY ARE ON THE ROAD. ! !- intent to advertise freely, is intent to return.! ! • Online advertising: ! VailDaily.com;TV8vail.com; lionsheadsummer.com; vailsummer.com; ! – Vaildaily.com: 10,000 online impressions over the course of two weeks prior to the event! Distribution of press Release: ! Front Range car clubs! Featured on: lionsheadsummer.com; vailsummer.com; ! • Newspaper marketing ! – Thursday and Friday: half page ads ! – Saturday- free print of press release! – TV8 also included ! • Television marketing: TV8 – a one hour, live show from Lionshead Village (Gondola Area) on Saturday, September 21st from 8AM-9AM! – Vail Daily Ad promoting event! – Live mentions on Good Morning Vail! – 4 live interviews during show! – Web Article/ Ad on TV8Vail.com! – Fifteen second promo promoting event! • WOM: Colorado Grand booklet and invitation ! – 1,000 printed and distributed ! •  250 to participants! •  500 handed out by volunteers to Vail and Lionshead (125 given to the Vail Information Center)! •  250 distributed to retail shops in Vail and Lionshead ! ! Topline Marketing Efforts! Community Contribution! • Impact on Vail’s sense of community: ! a unique synergy became noticeably existent during the production of this event. With little time, the enhancements to this event became a matter of ingenuity and creativity. There are many who donated their time and energy to help pull this event off and create an added value for all parties involved. When attempting to produce an event that upholds the vail brand and provides a unique experience of a lifetime, it is the detail that matters the most. Without the help of our community this event would simply not have been possible. Those who donated their time and energy along with their resources and ideas are the reason this event was as successful as it was.! The Colorado grand had the most successful silent auction in history, with the help of our community our donations totaled $6,000, raising a significant amount for the charities they support. ! Local businesses directly stimulated by this years enhancements in the heart of their off season:! ! • Vail daily – booklet production and advertisement! • TV8 – hour long segment ! • Scully’s art supply – invitation and decorations! • Sweat pea designs - flowers ! • Montauk ! • Bart and yetis! • Eye pieces ! ! Sustainability Efforts" Green Measures! the Colorado Grand provided us with the exact pages used in their route book: ! originally 41 pages, the event booklet WAS reduced to 32 pages and made out of eight large sheets of paper, thus the ACTUAL printing process is much more eco friendly.! • Finish line banner: canvas finish line banner allows universal use for other lionshead events! • Checkered flagging: stored for future use ! Decorations: ! wine vases: wine bottles were collected from local restaurants; they have been stored for future use ! Mason jars: created ambiance; used as candle centerpieces; stored for next years event as well! Reused Rafi donated by the sccarb in minturn was reused to decorate the tops of wine bottles and mason jars! ! For Immediate Release September 17th, 2013 Contact: Cati Miller Lionshead Merchants Association catimiller.lhmaevents@gmail.com LIONSHEAD ROARS AS THE COLORADO GRAND CULMINATES IN VAIL THIS FRIDAY AND SATURDAY!!! Vail, Colorado – The aspens will not be alone this weekend as Lionshead welcomes back the vibrant mix of colors that could only be displayed by the vast lineup that is the Colorado Grand. This Friday Lionshead will roar like never before as the 100+ Colorado Grand participants culminate their multi-day journey through the state of Colorado with a victory lap through the Lionshead Village! The Colorado Grand is a 1,000-mile road ride that travels the Colorado high country in September of each year. The event, which begins and ends in Vail, Colorado, is a charitable event that has donated in excess of 3.3 million dollars to worthy organizations throughout Colorado since it began in 1989, including providing college scholarships to students in many of the communities through which it passes each year. With a wide array of vintage and historic racing and sports cars, the likes of pre-1960’s Aston Martins, Bentleys, Ferraris and Jaguars, the Grand features a rare collection of truly unique vehicles. Their drivers, coming from all over the world, have been on the road since early this week, driving some of Colorado’s most scenic roadways before returning back to Vail this Friday. Upon returning to the area on Friday, September 20th, the Grand participants will complete their 1,000-mile voyage with a victory lap through Lionshead Village. As vintage pre-war racecars cross the finish line and cruise through the Lionshead Archway, a live Dixieland band will be welcoming them back while the make, model and year of each automobile is announced to the crowd. Additionally on Friday this year, in celebration of the Grand’s 25th Anniversary, Montauk Seafood Grill and Bart and Yeti’s Bar and Restaurant will host the Motors and Mimosas Mixer from 2PM-5PM. Participants and spectators are invited to sit back, relax and enjoy the view as 100+ exquisite automobiles successfully complete their long journey throughout the colorful mountaintops of Colorado. Due to the nature of the Colorado Grand event, the cars will not all come through in one group and will arrive spaced out throughout the afternoon, as they return to the area. It is highly recommended to come early and stay late if you would like to catch them all! On Saturday, September 21st, this exceptional exhibit of artistic beauty and immaculate engineering carries on as the vintage cars make their return to line the streets of Lionshead. The Grand continues from 9am to 12pm on Saturday morning with a unique opportunity for the public to view these very special cars up close at the annual Concourse d’Non-Elegance. Every square inch of Lionshead Village will be filled with these incredible vehicles parked on display for the morning. Spectators can take advantage of the rare chance to view these vintage vehicles exactly as they appeared upon returning from their arduous trek through the high country - mud, dust and all. For more information on the Colorado Grand visit co1000.com. For more information on the related festivities in Lionshead this weekend please contact Cati Miller at catimiller.lhmaevents@gmail.com. ### Press Coverage! Press Release Published on ! Vailsummer.com,! Lionsheadsummer.com, and ! printed in the! Vail Daily. ! ! E-mailed to car clubs ! on the front range! Drivers’ Welcome Packages! The first part of the welcome packages were given out on Monday the 16th.The reception was held at the vail cascade resort ! ! each driver was greeted with an invitation to Fridays afternoon mixer in the center of their table along with drink tickets to the event and eye glass cleaners for their journey. ! ! They were invited to relax with spectators and other drivers alike, while being able to enjoy the passing cars and the event’s live music. Each driver was also given a complimentary drink ticket for themselves, and their “co- pilots” if they wanted, to have a drink on the house. ! The welcome bags assembled with an invitation to the Motors and Mimosas mixer, free drink tickets redeemable at Bart & Yeti’s or Montauk, a microfiber eyewear sleeve donated by Eyepieces, and a coupon insert announcing the sales and specials offered by the local businesses available to the drivers when they would return.!Invites Received by Drivers! Drink Ticket for ! The Motors and Mimosas ! Mixer! ! C O L O R A D O G R A N D Mot o r s a n d Mi m o s a s M i x e r 1 c o m p l i m e n t a r y d r i n k h o s t e d b y M o n t a u k a n d B a r t a n d Y e t i ’ s va l i d 9 . 2 0 . 1 3 | 2 P M -5P M ! ! C O L O R A D O G R A N D Mot o r s a n d Mi m o s a s M i x e r 1 c o m p l i m e n t a r y d r i n k h o s t e d b y M o n t a u k a n d B a r t a n d Y e t i ’ s va l i d 9 . 2 0 . 1 3 | 2 P M -5P M ! ! C O L O R A D O G R A N D Mot o r s a n d Mi m o s a s M i x e r 1 c o m p l i m e n t a r y d r i n k h o s t e d b y M o n t a u k a n d B a r t a n d Y e t i ’ s va l i d 9 . 2 0 . 1 3 | 2 P M -5P M ! ! C O L O R A D O G R A N D Mot o r s a n d Mi m o s a s M i x e r 1 c o m p l i m e n t a r y d r i n k h o s t e d b y M o n t a u k a n d B a r t a n d Y e t i ’ s va l i d 9 . 2 0 . 1 3 | 2 P M -5P M ! ! C O L O R A D O G R A N D Mot o r s a n d Mi m o s a s M i x e r 1 c o m p l i m e n t a r y d r i n k h o s t e d b y M o n t a u k a n d B a r t a n d Y e t i ’ s va l i d 9 . 2 0 . 1 3 | 2 P M -5P M ! ! The welcome bags were placed as the centerpieces of each table in the ballroom where the drivers ate dinner for their first night as a group in town. ! At the Cascade Reception!