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.