HomeMy WebLinkAbout8.d. 2013 Vail Rocks - Event_RecapEvent Recap: Vail Rocks
Commission on Special Events
August 7, 2013
Event Title: June 15, 2013
Love Hope Strength Foundation
Office: 720.379.7013
Mobile: 303.518.8938
shannon@lovehopestrength.org
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Vail Rocks combines all of the best that Vail has to
offer.
World class hiking + International music acts = Life-
saving results.
As the flagship US event for Love Hope Strength, our
core followers are eager to return for a “family reunion”
year after year. It is the one event that is quickly
becoming a constant staple for our supporters. A place
that they can reconnect with past hikers and show off
their love for LHS to new family and friends.
Event Strengths & Weaknesses
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• Doubled hike numbers from last year and met goal of 400 hikers.
• Tripled attendance of post concert in Solaris Plaza.
• More than double net fundraising for Love Hope Strength.
• Doubled number of marrow donors who registered at post concert.
• Expanded national exposure with partnership with Backpacker
Magazine.
• For next year: Need to discuss ways to:
• Grow hike safely and without taking away from the intimacy of
the experience.
• Need to work closer with Vail Resorts to be sure trails are
capable of handling larger groups.
• Or possibly keep hike at same number?
Event Budget
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• Total event budget: $75,000
• CSE funds: $25,000
• Profit and loss: Net Profit $100,000
• Funding utilization: Stage in Solaris Plaza and advertising.
Estimated Results*
Attendance Numbers
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*
Based
on
survey
results.
• EsAmated
aCendance:
• 408
hikers.
• 1,500
at
post
concert
• 87.25%
of
people
in
Vail
specifically
for
event
• 10%
of
people
aCended
previous
years:
• 200
hikers
last
year.
Estimated Results*
Geographic Profile
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*
Based
on
survey
results.
NY
2%
PA
1%
UT
1%
WY
1%
MA
2%
IL
4%
CA
6%
TX
7%
CO
(Vai)
13%
CO
(Other)
53%
InternaAonal
1%
Other
9%
Demographic
Careers
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*
Based
on
survey
results.
Travel
0%
Media
2%
Real
Estate
2%
EducaAon
3%
Student
3%
Healthcar
e
6%
Business/
Finance
9%
Unknown
75%
Estimated Results*
Event Attendee Estimated Spending
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• Lodging:
• 85%
aCendees
stayed
in
Town
of
Vail:
• Average
amount
spent
on
lodging/day:
$280
• EsAmated
room
nights
booked
due
to
event
associaAon:
230
rooms
• Lodging
call
to
acAon:
• SebasAan
Vail
–
host
hotel.
130
total
nights
booked.
• Evergreen
and
other
–
esAmated
100
nights
booked.
• Average
amount
spent
by
aCendees
was
$750
per
person
based
upon
survey
results.
*
Based
on
survey
results.
Estimated Return on Investment (ROI)*
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• AddiAonal
Town
of
Vail
spending
event
generated:
$275,000
• RaAo
of
increased
revenue
to
amount
of
funding
received:
1
to
9
• Sales
tax
revenue
generated
by
event
and
accrued
to
Town
of
Vail
including
sales
and
lodging
tax:**
$12,000
*
Based
on
survey
results.
Visitor Intent to Return*
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*
Based
on
survey
results.
Hike
Post
Concert
ArAsts
Expenses
Vail
Overall
Sa$fac$on
Very
SaAsfied
SaAsfied
Neutral
UnsaAsfied
Very
UnsaAsfied
85%
definitely
plan
to
return.
4%
might
return.
1%
will
not
return.
Topline Marketing Efforts
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• 2 full page ads in Backpacker Magazine
• 2 dedicated articles in Backpacker Magazine
• Social media through Backpacker
• Direct outreach via email to LHS database of 20,000 supporters.
• Social Media via LHS and artist networks of 500,000 fans.
• 10 Vail Daily ads
• Dedicated Vail Daily article
• Misc calendar postings
• Town of Vail newsletters and outreach
• 3 weeks of KBCO radio advertisement
• Vail Rocks sticker campaign (26 participating establishments)
• Vail roundabout banners
• Various articles in Huffington Post, Billboard, and other
international publications.
Topline Marketing Efforts
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Total of $24,000 spent on advertising.
Plus $75,000 of additional in-kind advertising was
donated.
FREECONCERT
MIKE PETERS . CY CURNIN . BRETT DENNEN
MILES ZUNIGA . JEFF BRINKMAN . SCHOOL OF ROCK
SATURDAY, JUNE 15 . 5PM . SOLARIS PLAZA
Join us for a FREE concert to benefi t
the Love Hope Strength Foundation with
Mike Peters (Big Country), Cy Curnin (The Fixx), Brett Dennen,
Miles Zuniga (Fastball), Je Brinkman, School of Rock and More!
VISIT VAILROCKS.ORG FOR MORE DETAILS
Oncology
Sticker Program
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1.
Get
your
FREE
Vail
Rocks
SAcker!
Available
at
all
parAcipaAng
locaAons
and
the
Vail
and
Lionshead
visitor
centers.
2.
Display
your
sAcker
on
your
car,
computer,
bicycle,
skis
or
anywhere
you
like!
3.
Retain
the
top
coupon
porAon
3.
Look
for
the
"GET
YOU
FREE
VAIL
ROCKS
STICKER
HERE"
decal
in
the
window
of
parAcipaAng
restaurants
and
shops
through
Vail,
Avon
and
Eagle
to
receive
great
deals!
Sticker Program – participating retailers
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A
Secret
Garden
-‐
Fresh
flowers
and
gi7s
50%
off
of
decoraAve
throws
Beaver
Liquors
10%
off
purchase
Burton
30-‐50%
off
of
select
winter
items
Blitz
20%
off
all
regular
priced
merchandise
(excludes
sale
items)
Cos
Bar
-‐
Edwards
Free
20
minute
consultaAon
-‐
skin
and/or
makeup
Cos
Bar
–
Vail
Free
customized
samples
Double
Diamond
50%
off
of
ski
apparel
and
equipment,
10%
off
all
summer
apparel
Fuzzwigs
candy
factory
Buy
2
Candied
Apples,
get
1
FREE
(6/10
-‐
6/16)
Galerie
Zuger
Vail
10%
off
art
purchase,
or
free
shipping
Gib
Singleton
Gallery
10%
off
art
purchase,
or
free
shipping
lululemon
lululemon
goal
coaching
session
and
poster
Marmot
30-‐40%
off
of
select
winter
items
Masters
Gallery
10%
off
art
purchase,
or
free
shipping
Minturn
Saloon
Free
Deep
Eddy
Vodka
drink
with
food
purchase
Pano
Jewelry
and
Clothing
20%
off
of
everything
Sebas$an
Hotel
Sparkle
and
Pop,
Fridays
6-‐7
pm,
complimentary
sparkling
wines
paired
with
white
chocolate
truffle
popcorn
The
North
Face
40%
off
select
winter
items
Quiksilver
20%
off
any
regular
marked
merchandise
Tommy
Bower
Ski
70%
off
of
winter
apparel
Vail
Valley
Anglers
Free
casAng
clinic,
MWF
at
8
am
Vail
Racquet
Club
Mountain
Resort
Lodging
Special:
1
Bedroom
condos
from
$153
Vail
Fine
Wines
10%
off
Purchase
Westside
Café
Free
deep
eddy
drink
with
purchase
of
entrée
Worth
home
25%
off
of
all
furniture
and
accessories
(artwork
not
included)
Ye$'s
Grind
20%
off
your
order
Zoe
&
Guido's
Pet
Bou$que
FREE
6"
Bully
sAck
($8.50
value)
with
$25
purchase.
Dogs
favorite
treat!
Community Contribution
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Impact on Vail’s sense of community:
The free concert is something we hope to see grow. By
adding bigger names and with even more outreach to the
community. The more attendees, the more marrow
donors, the more lives we save!
4 potentially lifesaving matches have already come from
Vail Rocks and countless lives are yet to be saved.
2 doctors were sent to the Love Hope & Strength cancer
center in Tanzania as a result of last year.
LHS has added marrow drives nationwide with artists
such as Robert Plant, Kenny Chesney, Backstreet Boys,
Big Country and more as a result of the funds raised in
2013.
Sustainability Efforts
Green Measures
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• We have a strict pack it in, pack it out rule for all hikers. Each
area is swept after the music is played for any trash left behind.
• Each participant is given a water bottle and water stations are set
up along the trail to avoid unnecessary plastic bottle waste.
• Recycling stations are available throughout the post concert.
• Trash bags are available at all music locations along the trail.
Comments
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• I
loved
meeAng
all
the
people
from
different
places
and
coming
together
for
one
cause.
• I
loved
hiking,
stopping
to
listen
to
music
I
couldn't
begin
to
chose
one.
• The
whole
weekend
was
so
upliqing
and
amazing.
And
when
those
School
of
Rock
kids
get
onstage
I
cannot
stop
smiling!!!
They
are
a
definite
highlight
of
the
event.
• I
really
liked
that
the
hike
happened
as
a
group,
and
that
the
focus
was
on
the
mission,
the
music
and
the
effort
v.
who
gets
there
first.
• My
wife
and
I
are
avid
hikers
and
love
the
Colorado
mountains.
The
idea
of
hiking
a
mountain
to
raise
money
for
a
life-‐saving
organizaAon
is
just
perfect
to
us.
• We
enjoyed
meeAng
Mike
Peters
in
person
to
express
our
appreciaAon
for
the
work
he
does.
He
is
an
inspiraAon
both
in
music
and
in
life
• The
camaraderie
of
the
whole
Love
Hope
Strength
organizaAon
is
extremely
welcoming.
• I
look
forward
to
many
more
events
with
LHS.
As
well
as
looking
forward
to
ways
in
which
I
can
help
give
back
in
my
own
community.
• Love
the
beauty
of
the
mountain,
the
people
who
walked
and
of
course
the
MUSIC!
Room for growth and improvement
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A
few
topics
for
discussion
to
improve
upon
Vail
Rocks:
Is
mid
June
ideal
Ame
of
year?
1. Our
hikers
loved
it
2. Trails
are
likely
to
sAll
be
muddy
3. Impact
on
trails
can
effect
summer
hiking
season
4. Mountain
staff
is
not
yet
back
full
swing
How
can
we
grow?
1. ParAcipants
menAoned
the
single
track
trails
were
too
crowded
2. Many
are
opposed
to
growing
numbers
as
they
love
the
inAmacy
and
being
able
to
mingle
with
other
hikers
and
arAsts.
3. Growth
is
good
for
financial
impact
but
it
is
ideal
for
the
event?
4. How
do
we
lessen
the
impact
on
the
trails?
May
we
suggest
a
planning
meeAng
with
CSE,
Town
of
Vail
and
Vail
Resorts
to
discuss
growth
that
benefits
all
while
sAll
delivering
a
first
class
event?
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