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Home My WebLink About2013 Pink Vail RecapEvent Recap: Pink Vail 2013 VAIL VALLEY MEDICAL CENTER Presentation: May 1, 2013 Pink Vail: March 9, 2013 Michael Holton Director of Marketing VVMC & Shaw Cancer Center Office: 970-569-7753 michael.holton@vvmc.com 2 To w n o f V a i l | C S E | 5/ 1 / 1 3 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 12/15/11(presentation date) Standard of excellence met by: •“The world’s biggest ski day to conquer cancer” •Tone: Bold, spirited & compassionate •High-level event execution •“Sense of community” – part of CSE mission •Great 2nd year growth (+93% YOY) •Buzzworthy PR value •National partnerships Event Strengths & Weaknesses 4 •Exceeded expectations: •Participants •Funds raised •PR •Improvement: •Need marketing support for Front Range & National •Need more space •Comparison to past years: •1,319 participants in ‘13 vs. 683 in ‘12 •$352,000 in ‘13 vs. $190,000 in ‘12 Event Budget 5 •Total event budget: $80,000 •CSE funds: $10,000 •Profit and loss: $272,000 net proceeds •Funding utilization: Entertainment (MC, DJ, Charlie Mars) •In-kind sponsorship: $40,000 •Media In-kind sponsorships: $50,000 •Cash sponsorship: $30,000 Results Attendance & Demographics 6 Total number of participants: 1,319 (93% increase over year one) •72% female, 28% male •Average age: 43 years old •83% Colorado (17% Front Range – 186 people ~ I-70 closure) •17% Out-of-State (223 people) •185 people traveled to Vail from out-of-town specifically for Pink Vail o 150 of those people stayed in a Vail lodging property Total funds raised: $352,000 (vs. $190,000 in 2012) •3,015 donors (4,600 donations) o 52% out-of-state o 45% Colorado •International: Afghanistan, Australia, Brazil, Canada, Germany, Hong Kong, New Zealand, Spain and the UK Estimated Results Event Attendee Estimated Spending 7 •Lodging: •% attendees stayed in Town of Vail: 11% (150 people) •Average amount spent on lodging/day: NA •Estimated room nights booked due to event association: NA •Lodging call to action: vail.com and vailonsale.com •Dining: NA •Shopping: NA •Other Activities: NA Visitor Intent to Return 8 Satisfaction ratings: •Pink Vail Net Promoter Score: 78 Marketing Efforts 9 REACH: 3,630,000 Marketing Efforts - Print 11 Print: 7 winter magazine ads (Reach of 400,000) •Breckenridge Magazine: ½ Page Ad •Denver Life Magazine: Full Pages Ads in Jan/Feb issue & March/April issue •Vail -Beaver Creek Magazine: Full Page Ad (both winter issues) •Vail Valley Magazine: Full Page Ad •Vail Luxury Magazine: Full Page Ad •What To Do Magazine: Full Page Ad Marketing Efforts - PR 12 PR: 55 stories in 32 media outlets (Reach of 2,500,000) •The Oprah Winfrey Show •5280 •Denver Life Magazine •Denver Post •ABC - Channel 7 News Marketing Efforts - Collateral Collateral: 11,500 pieces (Reach of 20,000) •3,500 Pink Vail Trail Maps •3,000 Rack Cards •5,000 Pink Vail Fruit Ale coasters •500 Table Tents •100 Posters Marketing Efforts - Beer 14 Pink Vail Fruit Ale: 42 kegs •Frost •Vail Chophouse •Blue Moose Vail •Westside Café •Two Elk •The 10th •Mid-Vail •Eagle’s Nest •Old Forge Lionshead •Tavern on the Square •Kirby Cosmo’s •Route 6 Café •Dish Marketing Efforts - Newspaper 155 1/3 & 1/2 Page Ads (Reach of 80,000) •Vail Daily •Summit Daily •Aspen Times •Steamboat Pilot •Post Independent •Chaffee County Times •Herald Democrat Marketing Efforts - TV TV Ads (Reach of 80,000) •Comcast (Regional) •TV8 & Century Tel •TV8: Pink Set Marketing Efforts - Radio Radio: 2,000+ ads (Reach of 200,000) •KZYR •KSKE •Jack FM •Lift 106 •KNFO •The Mountain •The Mile •Colorado Public Radio •KUNC •Aspen Public Radio Marketing Efforts - Signage Signage (Reach of 30,000) •Vail Village •Lionshead Village •Vail Roundabouts •Lionshead Gondola Building •Lionshead Gondola Cars (4) Marketing Efforts – Special Launch Events Signature Clubs – Wine & Cupcakes •Arrabelle Club •Arrowhead Alpine Club •Bachelor Gulch Club •Passport Club •Vail Mountain Club Crazy Mountain Brewery “Pink Vail Fruit Ale” launch Dusty Boot in Eagle event launch Marketing Efforts – Digital Reach of 350,000 Event Website (www.pinkvail.com): •15,181 unique visits (vs. 10,464 in ’12) •2,704 emails sent to recruit team members •1,735 emails sent to solicit gifts •436 thank you emails sent Paid Search: •53,071 impressions •798 clicks (1.5% Click Through Rate) Email Blasts: 59% open rate (20% ind. avg) •15 Shaw Cancer Center emails to 8,000+ •1 Vail Mtn email to 40,000+ •2 Vail Rec District emails to 12,000+ •Denver Life Mag email to 15,000+ •First Descents email to 10,000+ Walk the Pink Carpet Marketing Efforts – Digital (cont.) Facebook: 54% increase in “Likes” from Jan-Mar •973 guests RSVP’d to event •“Pink Carpet” photos from event reached 7,923 people, engaged 1,238 users Twitter: •30% increase in follower from Jan-Mar •10+ Pink Vail posts by Trista Sutter to her 110,000+ followers Epic Mix: •Pink Vail Epic Mix Pin •480 Epic Mix photos at “Pink Carpet” Videos: 3,075 views on 4 event videos Community Contribution 23 We own the world’s biggest ski day to conquer cancer. Shaw Regional Cancer Center is one of the only comprehensive cancer centers in a ski community in the world. The proceeds benefit Shaw’s “Spirit of Survival” program – providing free exercise programs, nutrition coaching, emotional support, outdoor adventure camps and activities, and more to all patients.