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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 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 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 4  Town  of  Vail    |    CSE    |    12/15/11   • 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 5  Town  of  Vail    |    CSE    |    12/15/11   • 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 6  Town  of  Vail    |    CSE    |    12/15/11   *  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 7  Town  of  Vail    |    CSE    |    12/15/11   *  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 8  Town  of  Vail    |    CSE    |    12/15/11   *  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 9  Town  of  Vail    |    CSE    |    12/15/11   • 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)* 10  Town  of  Vail    |    CSE  |    12/15/11   • 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:**   $12,000   *  Based  on  survey  results.   Visitor Intent to Return* 11  Town  of  Vail    |    CSE    |    12/15/11   *  Based  on  survey  results.   Hike  Post   Concert   ArAsts  Expenses  Vail  Overall   Sa$fac$on   Very  SaAsfied       SaAsfied       Neutral       UnsaAsfied       Very  UnsaAsfied   85%  definitely  plan  to  return.  4%  might  return.  1%  will  not  return.   Topline Marketing Efforts 12  Town  of  Vail    |    CSE  |    12/15/11   • 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 13  Town  of  Vail    |    CSE  |    12/15/11   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 14  Town  of  Vail    |    CSE  |    12/15/11   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 15  Town  of  Vail    |    CSE  |    12/15/11   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 16  Town  of  Vail    |    CSE  |    12/15/11   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 17  Town  of  Vail    |    CSE  |    12/15/11   • 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 18  Town  of  Vail    |    CSE  |    12/15/11   • 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 19  Town  of  Vail    |    CSE  |    12/15/11   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?       20  Town  of  Vail    |    CSE  |    12/15/11