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HomeMy WebLinkAbout2014_04_05 Pink Vail RFPVAIL COMMISSION ON SPECIAL EVENTS 2014 EVENT FUNDING APPLICATION NAME OF EVENT: PINK VAIL PROPOSED DATE(S) : April 5, 2014 AMOUNT OF CASH FUNDING REQUESTED: $25,000 PRODUCING ENTITY: 1. President or Executive Director’s Name: Vail Valley Medical Center Doris J Kirchner, President and CEO 2. Name and Title of Person Completing the Application: Christine Albertson Events Manager 3. Business Address: Physical Address: 181 West Meadow Drive Vail, CO 81657 Mailing Address: VVMC Marketing Post Office Box 40,000 Vail, CO 81658 4. Contact Info: Telephone Main: (970) 569-7755 Cell: (970) 389-0301 Fax: (970) 470.6655 E-Mail Address: christene.albertson@vvmc.com 5. Event and/or Organization WEBSITE: www.pinkvail.com 6. Number of years organization has been in business: 48 7. Mission Statement: It is the mission of VVMC to provide superior health services with compassion and exceptional outcomes. 8. Organization's tax status: Non-Profit (certificate attached) Does the Event benefit a charity? Yes, the Shaw Regional Cancer Center EVENT DESCRIPTION: 1. Detailed description of the event and its activities. If the event will have a culinary component, please include feedback from the Vail Restaurant Group. The Vail Valley is one of the only ski communities in the world with a comprehensive cancer center. Launched in 2012, Pink Vail has quickly become an annual favorite among local residents and visitors of the valley. The world’s biggest ski day to conquer cancer raises funds to ease the pains of cancer treatment and supports survivorship programming for patients and friends of Shaw Regional Cancer Center in Edwards, Colorado. Pink Vail also raises hopes and awareness throughout Colorado, the country and the globe, uniting the many people touched by cancer who share a common love for skiing and snowboarding. In 2013, over half of the 4,600 donations came from outside Colorado, giving the event a tremendous destination guest engagement. Individuals and groups compete to raise funds through social media, email, traditional means and at launch parties. Donors range from those who write substantial checks to children emptying their piggy banks – all with a common goal of helping people affected by cancer to become survivors. Friends cajole friends into supporting the cause and plan outrageous team costumes. Leading up to event, the town and storefronts are pinkified, banners are raised and the air is filled with anticipation. 
 On the day of the event, the village wakes to pink bunny suits, flamingos, tutus and an assortment of crazy costumes. Thousands of participants create a sea of pink across Vail Mountain on this day, honoring the memory of a family member or friend, celebrating a survivor or simply enjoying the camaraderie of a day on the slopes. Skiers gather at the Pink Vail base camp in Lionshead for group shots in the photo booth and begin their journey. They may choose to participate in the checkpoint challenge, hang out at base camp with some of the region’s most fun DJ’s or simply enjoy the fresh mountain air at one of Vail’s great restaurant decks. 
 At day’s end, hundreds of survivors, family and friends unite to collectively take one final run en masse. The Celebration Ski Down honors survivors and commemorates those we have lost; the most compelling part of this remarkable day. Ending at Pink Vail base camp, skiers and supporters gather for a celebratory toast, collect fun prizes and savor the special moment - knowing that each individual gift is necessary in the fight against cancer.
 April 5, 2014, will mark the third anniversary of Pink Vail. The goal is to raise $300,000, with 2,000 participants on Vail Mountain. In its inaugural year, Pink Vail generated $190,000 and that figure rose to $352,000 with over 4,300 gifts in 2013. About Shaw Regional Cancer Center: Shaw Regional Cancer Center provides high-quality, compassionate cancer care that's close to home. Our highly trained cancer specialists utilize the most advanced technology, along with the healing powers of nature, support, fitness and nutrition to treat a variety of cancers, including breast cancer, prostate cancer and lung cancer. With an innovative, holistic approach, cancer patients are empowered to become cancer survivors. 2. Where will the event be located within the Town of Vail? Please list the specific venues that you plan to utilize, including dates and times, and whether or not you have contacted them to confirm availability. The Event Producer is responsible for booking and securing any necessary venues. Events Schedule & Locations: Two weeks prior leading to event Time Event Location Nighttime Pink Vail Gobo Light on mountain Lionshead Friday, April 04, 2014 Time Event Location 12:00-4:00pm Registration and packet pick-up Express Lift Coffee Bar in Vail Village and Arabelle Lionshead 6:00pm - 9:00pm VIP Party Arrabelle Great Room and Terrace Saturday, April 05, 2014 Time Event Location 8:30am Registration opens for event participants Base Camp: 80’X40’ Pink tent at Eagle Bahn Gondola, Lionshead and Express Lift Coffee Bar in Vail Village 8:30am - 4:00pm Music playing outside tent Lionshead 9:00am - 11:00am Photo booth open Lionshead 10:00am - 2:30pm Checkpoint Challenge – Check in at 5 famous decks to earn points Vail Mountain 4:00pm Celebration Ski Down Simba Run 4:30pm - 4:45pm Celebration Ski Down arrives Base of Eagle Bahn Gondola, Lionshead and Arabelle areas 4:30pm - 5:00pm Toast and awards from the day Base of Eagle Bahn Gondola, Lionshead and Arabelle areas 5:00pm - 7:00pm DJ Base of Eagle Bahn Gondola, Lionshead and Arabelle areas 7:00pm Music concludes Base of Eagle Bahn Gondola, Lionshead and Arabelle areas 3. Will any portion of the event take place outside of the Town of Vail? If yes, please explain. No 4. Are additional in-kind services being requested from the Town of Vail? If yes, please explain, including a description of anticipated impacts on Town of Vail services: i.e. bus service, parking (both for event production support vehicles and attendees), traffic control, street closures, police services, etc. (The event promoter will be charged for all labor, materials and equipment unless such services are specifically exempted and approved as part of the Special Event Permit.) No additional need for in-kind support from the Town of Vail is anticipated. Since the event occurs during the winter season, it is expected that the usual bus, parking and traffic control policies will be adequate. We will supply security through a third party. 5. Is this a new or existing event? If existing, please describe the location(s) of the event in previous years and the number of years it has been produced. This is Pink Vail’s third year. Pink Vail has historically been based in Lionshead Village: ie: registration tent, VIP area, celebration ski down finish, awards and entertainment. In 2014, Pink Vail will expand throughout Vail proper to include registration and packet pick-ups in Vail Village. Lodging specials are new this year; offered from East Vail, Vail Village, Lionshead to West Vail. 6. People: Number of participants (athletes, artists, exhibitors, etc.) anticipated: 2,000 Number of volunteers needed: 150 volunteers - organized and managed by VVMC Number of event staff: 200 total staff - staffed by VVMC and Vail Resorts employees. Contracted employees include: on-snow tent, base camp, decor, security and AV. Total Number of spectators/attendees anticipated and estimate: 3,000 % Local: 60% % In-state (non-local): 25% % Out of State/International: 15% 7. Description of potential benefits to the Town of Vail, including an estimated # of incremental room nights and increased spending generated. What return on investment (ROI) should the Town of Vail expect? CSE Objectives: • There’s no event like it in the world. Vail needs more successful unique events. • Contributes to the Town of Vail’s “sense of community”. • Pink Vail is an inclusive sporting event, pairing with Vail’s “Health and Well Being” initiative, while reflecting on Vail’s greatest pastime of skiing and boarding. • Pink Vail is based in Lionshead Village, attracting thousands of guests to the area. • April 5th is a need-week in the lodging arena. Increased marketing to the Front Range, with lodging specials, will increase occupancy on Pink Vail weekend. Economic Impacts: • 3,000 heads in Vail increase revenues in restaurants and retail shops. • Increase in revenue for parking and ancillary activities • Room nights: In 2013, over 400 people traveled to Vail, specifically for Pink Vail, 150 of those guests stayed in a Vail lodging property. In 2014, we estimate 600 guests to travel and use Vail lodging for 2 nights. • Working with restaurants and businesses in Lionshead to offer PINK specials all weekend ROI: • Estimated economic impact of $228,000 • ROI of 8.5-9.2 BUDGET: 1. Please attach a complete and detailed event budget, including anticipated revenues and expenses, as well as the amount to be dedicated to marketing efforts. Attached 2. What % of the total event budget is the CSE being asked to fund? 18% 3. Describe briefly how you will use the funds that you are requesting from the CSE. The funds will be used to market the event to the Front Range and Colorado audience. We can continue to use grassroots/community efforts and PR (newspapers, magazines, restaurant/club parties) to increase our local audience. Great strides were made in 2013 nationally, with videos and PR going viral. In the March 2013 issue of 5280 Magazine Pink Vail was featured. Plus the Denver Post sent writer, Kyle Wagner, to participate in Pink Vail and write a story. For 2014, Pink Vail would like to expand the depth of the marketing efforts established on the Front Range to drive overnight visitors. 4. Should the CSE decide not to support this event, will it still occur? The event will occur, but there will not be marketing specifically targeting the overnight Front Range guest. 5. What is the $ amount of sponsorships from alternative sources reflected in the event budget? $25,000 from alternate sponsorships 6. What % of the total event budget do you expect the event itself to generate? (i.e. ticket sales, merchandise, food and alcohol sales, etc.) 217%. This is a not-for-profit event. All revenue/proceeds will benefit patient care at Shaw Regional Cancer Center. 2014 Budget Total income $365,000.00 Total expenses $133,550.00 Total profit $231,450.00 7. If possible, would you intend to host the event in Vail beyond 2014? If yes, for how many years beyond 2014? Pink Vail is an annual event. Vail Valley Medical Center has a reputation of maintaining well managed events for over 30 years. Like the Family Dinner Dance (33 years in 2013), Pink Vail is now a Vail tradition! 8. Do you anticipate requesting funding from the CSE next year? If yes, given that the CSE encourages the development of additional sponsors in order to leverage their own investments, and anticipates that as events become established they will become less reliant on public funds, please explain how you intend to grow the event and indicate what %, if any, of the total event budget you anticipate requesting next year. In years past, the emphasis has been on in-kind donations, which are equally as vital for an event of this kind. This year, however, we have a dedicated person calling on businesses for Pink Vail financial support. Our goal to raise $50,000 total in sponsorship dollars nearly doubles last year’s amount of $27,500. Funding from the CSE and additional sponsorships will allow Pink Vail to evolve from a community event. Pink Vail’s momentum, paired with increased corporate backing each year will allow Pink Vail to stand alone in the future. The objective is to decrease CSE funding requests by 10% each consecutive fiscal year (15.5% of total budget in 2015). MARKETING: 1. Please provide a detailed description of your marketing plan and indicate how the budget will support the program. 2014 Marketing Goals: Partner with Front Range media PR: 55 stories in 32 media outlets in 2013 Print: $10,000 Magazine: 7 winter ads in Local, Summit and Denver Life Magazine $15,000 Newspaper: 155 1/3 and ½ page ads in regional newspaper + *Denver Post (w/ CSE funding) $3,500 Radio: 2,000+ ads & interviews KZYR, KSKE, CPR, KUNC, Aspen Public Radio, The Mile, Jack FM, Lift 106, KNFO, The Mountain Partnerships TV: Comcast, TV8, CenturyTel $6,000 Signage: Vail Village, Lionshead Village, Vail Roundabouts, On-mountain, Gondola cars, Gondola terminal building, Gobo on Bwana face, Posters throughout valley, Coasters, Stickers $6,000 Collateral: 11,500 pieces Pink Vail trail maps, rack cards, Coasters, Table Tents, Posters, Mailers, Digital: $11,500 Website: www.pinkvail.com o 15,181 unique visits (vs. 10,464 in ’12) o 2,704 emails sent to recruit team members o 1,735 emails sent to solicit gifts o 436 thank you emails sent Banner Ads: Through media partners, Facebook Paid Search: 53,071 impressions, Google Adwords, 798 clicks (1.5% CTR) Social Media: Facebook: o 54% increase in “Likes” from Jan-Mar o Partner posts o 973 guests RSVP’d to event o “Pink Carpet” photos from event reached 7,923 people, engaged 1,238 users Twitter: o Messaged repeatedly to over 80,000 followers o 30% increase in follower from Jan-Mar o 15 Pink Vail posts by Trista Sutter to 110,000+ followers Epic Mix: o Pink Vail Epic Mix Pin o 480 Epic Mix photos at “Pink Carpet” Videos: 3,075 views on 4 event videos o You Tube: Over 3,000 views on 6 videos Emails Blasts (59% open rate in 2013, 50% open rate in 2012) o 15 VVMC/Shaw: 8,000 email addresses o 1 Vail Mtn email inclusion: 80,000 subscriber email o 2 Vail Recreation District: 12,000 subscribers o 1 First Descents: 12,000+ o 2 Denver Life Mag email: 15,000+ National Partners: • Helly Hansen • GoPro • Vans • Hestra Gloves • Maui Jim • Zeal Optics • Smartwool • K2 • Head Skis • Nobis • POW • Vail Mountain • The Arrabelle at Vail Square, A RockResort Explanation of potential for sponsorships and media exposure. As listed in Marketing Goals above Pink Vail partners with many media outlets to spread the word. Denver Life Magazine was a fantastic partner last year and plans to be again this year. They offer Pink Vail 2 free full page ads in their Jan/Feb and March/April issues, email blasts to their full list, a feature on their website, event coverage, events calendar online and in print, and they are bringing their full team up for a retreat at the event. This is coverage to thousands of people living in the Front Range. Vail Resorts is a strong partner for Pink Vail. Our media exposure through Vail Resorts is fantastic as it reaches thousands of people, including Front Range pass holders and staff. Information about Pink Vail is included in their online events calendar, employee e-newsletters, pass holder emails, and posters are hung in the restroom stall doors in many bathrooms on Vail Mountain. All ski and snowboard sponsors talk about Pink Vail in their social media outlets. These reach snow sports enthusiasts across the country. Specify any marketing support you are requesting. Financial assistance to market in Front Range media, expanding the marketing range for Pink Vail. If this financial assistance is available then Pink Vail will work with Vail Mtn Marketing on appropriate media buys - (ex. Denver Post, Boulder Daily Camera, Front Range regional TV during nightly news and a PINK billboard!) Name, telephone number and email addresses of your PR and marketing contacts: Michael Holton (970) 569.7753 Michael.holton@vvmc.com REQUIRED ATTACHMENTS: 1. References and/or referrals from other communities are required if you do not have a prior history of producing events in Vail. Vail Valley Medical Center is proud to be a producer of events for over 30 years. 2. Explanation of how you will direct prospective attendees to book lodging within the Town of Vail and a description of how you will track the number of lodging nights generated. Pinkvail.com will include a webpage featuring each participating hotel on the website with special rates and a link. The website is particularly effective for this event, since it is the primary tool both participants and donors use to donate and track individual and team efforts. Lodging nights will be tracked through the website, through each hotel and the VVP. 3. Previous year's event evaluation, including income and expense statement (if existing event). See attached Event Recap and Event Budget 4. Past or projected demographics of event attendees and estimated spending. 2013 Demographics: • Participants 1,319 ppl o 72% female, 28% male o Average age : 48 • # of Colorado Participants 1,095 ppl % Front Range 17% (186 ppl – with an I-70 closure in 2013) % Local 83% • # Out of State/International Participants 224 ppl 2014 Projected spending: 2,000 participants and 1,000 spectators (3,000 total) 600 guests use Vail lodging, 2 nights, double occupancy Estimated spending per person Estimated Number of participants and spectators Total Spending TOV Sales Tax Income Lodging $200 600 room nights $120,000 $6,480 F & B $40 75% of 2,000 $60,000 $3,240 Parking $10 40% of 2,000 $8,000 $432 Retail $40 50% of 2,000 $40,000 $2,160 TOTAL $228,000 $12,312 5. Organization rosters naming: Vail Valley Medical Center Executive Committee CEO/President: Doris Kirchner Sr. VP, CFO: Charlie Crevling CIO: Brian Foster CCO/CMO: Barry Hammaker CAO, Sr. VP HR: Rick Smith VP Patient Care Services: Alice Weydt VP Howard Head: Nico Brown VP Oncology Shaw: Peggy Carey Compliance Officer: Vicki Dwyer Sr. Project Engineer: Dan Feeney Administrator, VVSC: Laura Millard Clinical Advisory: Jason Moore VP, Howard Head: Luke O’Brien Director of Facilities: Darryl Flores Director of Security and Trans: Mary Ann McEntee Vail Health Services Board of Directors Andy Arnold Mel Bergstein Sam Bronfman Ron Davis - Chair Lisa Dillon Johannes Faessler Reg Franciose, MD Peter Frechette Randi Jaerbyn Doris Kirchner Charlie L’Esperance Jay Precourt Michael Shannon Richard Steadman, MD Sally Veitch Dick Woodrow Vail Valley Medical Center Board of Directors Dick Cleveland Reg Francoise, MD - Chair Chris Jarnot Art Kelton Doris Kirchner Charlie L’Esperance Gary Peterson Jeff Shroll Susan Suggs Wayne Wenzel, MD Budget for Pink Vail 2014 EXPENSES: Entertainment & Vendors Band/DJ 7,500.00$ Décor, Lighting, AV 10,000.00$ Rentals - Stage, Tents 22,000.00$ Security 1,000.00$ Floral for VIP 1,000.00$ F&B VIP Party Friday 7,000.00$ VIP Tent Saturday 4,000.00$ Supplies & Printed Materials Coasters/table tents 1,000.00$ Event Trail Map 3,500.00$ Posters 1,000.00$ Rack Cards 500.00$ Release & Reg forms 2,000.00$ Event Supplies 250.00$ Event Credentials 2,500.00$ Ski Down Bibs 2,000.00$ Promo Items Hats 15,000.00$ Stickers, Landyards, Bells 6,000.00$ Pink Vail Decks 500.00$ Marketing Advertising Newspaper 15,000.00$ Radio 3,500.00$ Magazine 10,000.00$ Signage & Banners 6,000.00$ Website 11,500.00$ Photographers 800.00$ TOTAL EXPENSES:133,550.00$ SPONSORSHIP OPPORTUNITIES EVENT OVERVIEW DATE: Saturday, April 5, 2014 | 3rd year LOCATION: Vail Mountain & Arrabelle Square | Vail, CO EXPECTED: 2,000 participants | 15,000 day-skiers | 5,000 visitors PROCEEDS: Patient care at Shaw Regional Cancer Center a service of Vail Valley Medical Center, a nonprofit 501 (c)(3) 2013 STATISTICS | 2nd Year: 1,319 participants | 93% increase over 1st year 3,015 donors | 4,300 total donations $352,000 raised | vs. $190,000 in 2012 WATCH THE VIDEO: http://youtu.be/pEVzVbHcd10 WHAT IS PINK VAIL? A ski/snowboard day and Celebration Ski Down to benefit patient care & resources at Shaw Regional Cancer Center. • Sign up solo or form at team at www.pinkvail.com • Have friends and family sponsor your ski/ride day on a pinkified Vail Mountain • Optional Checkpoint Challenge at five famous Vail decks, with prizes like Epic Passes, skis and more • Celebration Ski Down in commemoration of our united fight against cancer • Après Celebration in Arrabelle Square • Exclusive VIP Party in Vail and Launch Parties at private clubs throughout the Valley Vail is a destination for visitors from around the world. With over 5,000 skiable acres, Vail is the largest ski resort in the United States. Home of Olympic champion Lindsey Vonn and the Burton US Open, Vail consistently rates as North America’s top ski resort, attracting over 1 million skiers per season. PINK VAIL REACH: 10,000,000+ Digital, Print, Public Relations, Radio, TV YES, WE WANT TO BE INVOLVED! DEADLINES: October 30th commitment | January 15th in-kind delivery EVENT CONTACT Meg Stepanek | Events Manager: (970) 477-5258 | meg.stepanek@vvmc.com Event Recap: Pink Vail 2013 VAIL VALLEY MEDICAL CENTER Michael Holton Director of Marketing VVMC & Shaw Regional Cancer Center Pink Vail Results Attendance & Demographics 2 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: Australia, Brazil, Canada, Germany, Hong Kong, New Zealand, Spain and the UK Marketing Reach: 7,000,000+ 3 Marketing Efforts – Digital Reach of 1,000,000 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+ •2 Vail Rec District emails to 12,000+ •2 Denver Life Mag email to 15,000+ •1 First Descents email to 10,000+ •1 Vail Mountain email inclusion Walk the Pink Carpet Posted to Facebook & Epic Mix Award-Winning Social Media Campaign •Colorado Healthcare Communicators Gold Leaf Award •Aster National Healthcare Gold Award Marketing Efforts – Digital (cont.) Facebook: 54% increase in “Likes” from Jan-Mar •Partner posts •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 •15 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 Marketing Efforts - PR 7 PR: 55 stories in 32 media outlets (Reach of 5,500,000) •The Oprah Winfrey Show •5280 •Denver Life Magazine •Denver Post •ABC - Channel 7 News Marketing Efforts - Print 8 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 2014 GOAL: Partner with national publications (Women’s Health, SKI, Outside) 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 2014 GOAL: Front Range Marketing Efforts - TV TV Ads (Reach of 150,000) •Comcast •TV8 •Century Te l Marketing Efforts - Collateral Collateral: 11,500 pieces (Reach of 50,000) •3,500 Pink Vail Trail Maps •3,000 Rack Cards •5,000 Pink Vail Fruit Ale coasters •500 Table Tents •100 Posters Marketing Efforts - Radio Radio: 2,000+ ads & interviews (Reach of 200,000) •KZYR •KSKE •Jack FM •Lift 106 •KNFO •The Mountain •The Mile •Colorado Public Radio •KUNC •Aspen Public Radio Marketing Efforts - Beer 13 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 - Signage Signage (Reach of 75,000) •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 Vail Brand Compatibility – Pink Vail 16 Standard of excellence met by: •“The world’s biggest ski day to conquer cancer” •Bold, spirited & compassionate tone •Buzzworthy PR value •National partnerships (Helly Hansen, Maui Jim, Smartwool, Vans, Hestra) •High-level event execution •Strong sense of community and sense of caring •Great 2nd year growth (+93% YOY) Contribution 17 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.