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Home My WebLink About2013 Vail Living Well Summit RecapEvent Recap: Commission on Special Events Presentation Date - October 2, 2013 Photo by Jack Affleck Sept. 19-21, 2013 Event Producer - DiscoverWell John Stone Mobile: 508-395-5473 john@discoverwell.org 2 Town of Vail | CSE | 12/15/11 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 12/15/11 Vail Living Well understands the CSE’s strategic objectives for 2013 to include enhancing existing CSE funded events, and to leverage them with greater community involvement, increased visibility in and around Vail Village and/or Lionshead, and where possible, extend the event’s footprint to a wider and more impactful setting. We also understand that an equally strong strategic initiative is to effectively integrate a sense of health & wellbeing into Vail’s core brand communication. •Premier International Health & Well-Being Destination – A Proof Point •Convening world-renowned thought leaders in all fields of health & well-being •By convening this high level, talented, and passionate group in Colorado, Vail Living Well provides the opportunity for attendees and presenters to experience, learn and ultimately embrace the critical tools needed for individuals and communities to become, and to remain healthy. •Visibility and Community Involvement •High impact visibility within community through advertising, PR and database outreach •Engagement of medical and health related institutions through the Scholarship Program •National reach through Colorado Tourism Office involvement Visibility and Community Involvement 4 Town of Vail | CSE | 12/15/11 •Engagement •Access •Interactive •Connections Event Strengths & Weaknesses 5 Town of Vail | CSE | 12/15/11 •Exceeded expectations: •“In my work with Dr. Maas I've been fortunate enough to travel around the country and attend many conferences, but I must say that none have even come to close impacting me as much as the Vail Living Well Summit did. I have never been surrounded by so many incredible people who have all made such substantial differences in their lives and in the lives of so many others.” Haley Davis, Cornell University '15 College of Arts & Sciences •“I'm excited that people enjoyed the talks. I'd LOVE to be a part of the Vail Living Well Experiences you do throughout the year. I'm thrilled and honored.” Megan Forbes, RD, Certified Sports Dietitian Dietitian focusing on Integrative Health •“Jamie it was amazing and I truly feel it benefitted everyone.” Natalie Morales, NBC Today Show Host Event Strengths & Weaknesses 6 Town of Vail | CSE | 12/15/11 •Measures that could be taken for event improvement: •Wider marketing / advertising reach (more dollars needed) •Expansion of corporate co-op pricing program •Add additional day for attendees to experience more presenters •For repeat event, comparison to past years: •Increased number of attendees •All affiliated restaurants reached event capacity each day •Improved logistics and planning through partnership with Sonnenalp Hotel •Higher level of presenters Event Budget 7 Town of Vail | CSE | 12/15/11 •Total event budget: $225,000 •CSE funds: $ 25,000 •Profit and loss: - $ 96,000 •Funding utilization: 100% •In-kind sponsorship: $ 7,000 •Cash sponsorship: $ 50,000 •Ticket Sales: $ 49,166 •Fundraising dinner $ 4,500 * Event producer to attach detailed budget for recap Estimated Results* Attendance Numbers 8 Town of Vail | CSE | 12/15/11 •Estimated attendance: Summit Capacity per day: 120 Friday Attendees * 124 Saturday Attendees * 107 General Sessions: Keynote - 185 Friday - 240 Saturday - 115 Total Attendees: 350 •% of people in Vail specifically for event: •% of people attended previous years: 10% * Including 12 scholarship recipients Estimated Results* Demographic Profile 9 Town of Vail | CSE | 12/15/11 •Attendees came from (local, regional, out of state, international): •Vail 42% •Colorado 15% •Outside CO 43% •Average age and income bracket of attendees: •No current survey results available at this time, but based on last year’s survey: •Average age 45-70 •Income > $350,000 . Estimated Results* Event Attendee Estimated Spending 10 Town of Vail | CSE | 12/15/11 •Lodging: •Total room revenue: $12,650 •Average amount spent on lodging/day: $181 •Estimated room nights booked due to event association: 70 •Lodging call to action: •Dining: $35,000 •Shopping: •Other Activities: * Based on survey results. Estimated Return on Investment (ROI)* 11 Town of Vail | CSE | 12/15/11 •Additional Town of Vail spending event generated: •Ratio of increased revenue to amount of funding received: •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** •These numbers not tabulated at this time * Based on survey results. ** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after the addition of a 1.4% local marketing district tax. For more information: http://www.vailgov.com/subpage.asp?dept_id=48 Visitor Intent to Return* 12 Town of Vail | CSE | 12/15/11 Satisfaction ratings: •Quantitative surveys sent out September 27th. Waiting for responses. •Qualitative Results: •“What a wonderful experience the Vail Living Well Summit was for me. I found the Summit to be a warm, welcoming, and inspiring few days. I think that, overall, my favorite part was connecting with others and meeting so many new faces.” Kerri Langer, MD Department of Psychiatry University of Colorado Hospital •“A special thank you for setting up such an amazing conference. It truly impacted me personally and professionally.” Lisana Munoz| Program Manager- SNAP Into Health Human Services | City and County of Denver . Topline Marketing Efforts 13 Town of Vail | CSE | 12/15/11 Advertising: Promotions: * Vail Daily * Colorado Tourism Office * Vail Beaver Creek Magazine * Vail Farmers Market * Vail Luxury Magazine * Social Media campaigns * Denver Life Magazine with sponsors & presenters * TV 8 * Promote at Club functions * Internet Ads * YouTube Channel * Newsletters to databases Articles: * Monthly Press Releases * Huffington Post * Colorado Biz Magazine Facebook: * Vail Daily * Colorado Tourism Office * Daily Weekly * Multiple Presenter Pages * Sneak Peak * VLW Page * Vail Beaver Creek Magazine * Vail Valley Magazine * KZYR Community Contribution 14 Town of Vail | CSE | 12/15/11 The town was alive during the Summit. Participants, Scholarship Recipients, and renowned Presenters with credentials swinging back and forth, raced with smiles on their faces, excited, and engaged in conversation, on their way to their next session. From one end of the village to the other, whether it be hotels--from the Antlers to the Vail Mountain Lodge, restaurants--from Terra Bistro to Sweet Basil to La Tour and to Ludwig's, and retail from Perch to Luca Bruno to the Golden Bear, all were involved and feeling the energy and the pride. Vail is the personification of an aspirational healthy lifestyle, and anyone working, walking, shopping, or Tai Chi'ing certainly picked up on that energy while the Summit was in town. Sustainability Efforts Green Measures 15 Town of Vail | CSE | 12/15/11 •All handouts to be distributed on digital flash drives •Compliance with all hotel venue environmental sustainability plans •Distribution of insulated water bottles to eliminate disposable bottles during fitness sessions •Combined CME transfers for event presenters Additional Information 16 Town of Vail | CSE | 12/15/11 •Provide detailed budget in attachment please (attached) Additional documents attached to presentation: "Vail Living Well" Budget Projections-2013 9/30/2013 Revenue BUDGET Sponsors Dollars Corporate Sponsors 50,000.00$ Town of Vail*-$ Town of Vail funding 25,000.00$ Vail Commission on Special Events*25,000.00$ Full 2 day Ticket Sales - 37,844.00$ Town Total 25,000.00$ One day ticket sales 7,122.00$ Triumph Development 5,000.00$ Friday dinner tickets 300.00$ Colorado Access - Depression Ctr.2,500.00$ Ticket Sales - Keynote 1,000.00$ Slifer Smith & Frampton 15,000.00$ Fundraising Dinner 4,500.00$ New Balance 10,000.00$ Ticket sales - General Sessions 1,650.00$ Vail Resorts 5,000.00$ Booth Program Expo 300.00$ Steadman Clinic 2,500.00$ Book Sales 950.00$ Vail Valley Medical Center -$ Total Cash Revenue 128,666.00$ PGA Tour 5,000.00$ Opedix 5,000.00$ Expenses Corporate Total 50,000.00$ Contract salaries 29,500.00$ Legal 8,000.00$ Grand Total 75,000.00$ Accounting 4,000.00$ Speaker Benefits 7,000.00$ Keynote speaker 40,000.00$ Salaries-Directors -$ Publicity, Advertising, Promotion AV and Tech 11,000.00$ PR Firm 25,000.00$ Publicity, Advertising, Promotion 54,950.00$ Press Releases 5 at $400 2,000.00$ Web development 6,500.00$ Reporter Travel Exp.1,500.00$ Signage /Banners/Posters 750.00$ Ad Development Cost 4,500.00$ Air and Travel 14,500.00$ Ad Placements 12,000.00$ Hotel venues 1,000.00$ Invitation (production, printing, mailing)3,000.00$ Entertainment -$ Credentials 300.00$ Meals - Speaker breakfasts (no charge)-$ Program Guide-development 2,500.00$ Lunch - (includes both days)7,000.00$ Program Guide-Printing 1,000.00$ Dinner - Friday 10,000.00$ On-line advertising 500.00$ Breaks 5,000.00$ Promo Swag 1,500.00$ Opening reception 5,000.00$ Volunteer shirts - 40 @ $10 400.00$ VIP Cocktail Parties (2) 5,600.00$ Bike shirts-promo clothing 750.00$ Volunteer Meals 1,000.00$ Total 54,950.00$ Photography 1,000.00$ Video documentation 2,250.00$ Equipment Rentals - Bikes, etc.165.00$ RegistrationFees (fees included in price)2,850.00$ Books for Book Signing 650.00$ Postage, Mailing, etc.300.00$ Printing & Copying 1,000.00$ Office Supplies 1,000.00$ Credit Card Fees 1,200.00$ Travel 1,000.00$ Meals & Entertainment 2,500.00$ Insurance 300.00$ Parking - Travel -$ Misc.-$ Total Expenses 225,015.00$ Net Income (96,349.00)$