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Home My WebLink About2014 Colorado Grand RecapEvent Recap: COLORADO GRAND Commission on Special Events November, 2014 Photo by Jack Affleck A Post Event Review of Colorado Grand September 12 and 13, 2014 Event Producer Angie Getchel, Event Coordinator/Administrator Office and Mobile: 720.670.6433 info@coloradogrand.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 Standard of excellence met by: •Drawing destination guests and locals to the LionsHead and Vail area, creating business for the LionsHead and Vail merchants. •Stretching the summer event calendar even further in to the month of September and to attract guests to LionsHead, and Vail as a whole, for a longer period of time, shrinking the shoulder season as much as possible. In addition, the entrants and guests experience the Vail and Lionshead areas, enticing them to return on their own for further exploration to this area. This year in particular was a huge success and the addition of assistance from LionsHead Merchants was very valuable. There is a mix of domestic, Canadian and international entrants and guests. The event drew in both a local crowd as well as guests from the Front Range, including repeat guests, completely filling the Village and creating a great amount of activity on what would normally be a two fairly slow fall days in Vail. This has become a great tradition in LionsHead Village and a truly iconic event for the Town of Vail. Event Strengths & Weaknesses 4 Town of Vail | CSE | 12/15/11 Exceeded expectations: Added numerous giveaways and social aspect on both Monday, September 8 and at the Finish Line September 12 at LionsHead. Gave the LionsHead Village a sense of liveliness and activity during what would otherwise be a very slow time. Added value to the guest experience of those already in the Village and attracted repeat Front Range guests and locals to the LionsHead area and the Town of Vail. Further enforced the idea that events taking place late in the month of September can be successful and lengthened the summer season in Vail. Continued the tradition of a truly great event with great potential for growth and development in the future; added color brochure of all vehicles with car information. LionsHead Merchants played a key role in 2014 by handling the Finish Line, donating to the silent auction and presenting a social aspect. •Measures that could be taken for event improvement: Increasing awareness for Front Range with LionsHead and Vail providing lodging packages •For repeat event, comparison to past years: Each Year LionsHead Merchants increase social aspect and Grand increases vintage car variety Event Budget 5 Town of Vail | CSE | 12/15/11 •Total event budget: $60,000 •CSE funds: $2,500 to Colorado Grand (additional monies to LionsHead Merchants) •Profit and loss: •Funding utilization: Car brochure, band, insurance, special event licenses, permit, oil pans, participant brunch, finish plaques, finish line awards (DVD), event workers, website and Concours info sheet •In-kind sponsorship: Town of Vail •Cash sponsorship: Colorado Grand Sponsors: Mercedes Benz, RM Auctions, WeatherTech, Griot’s and Hagerty Insurance * Event producer to attach detailed budget for recap Estimated Results* Attendance Numbers 6 Town of Vail | CSE | 12/15/11 * Based on survey results. •Estimated attendance: •Approximately 2,000 based on 770 cars entering LionsHead parking structure by noon on September 13, our participants and guests arriving via cars displayed in LionsHead Village and estimated numbers of people from local hotels for the Concours; Finish Line totals were approximately 1,000 •% of people in Vail specifically for event: An estimated 90% of those polled were at LionsHead Village specifically for the Finish Line and Concours •% of people attended previous years: There were many people from prior years but also a number of new attendees. An estimated 80% were repeat attendees. Estimated Results* Demographic Profile 7 Town of Vail | CSE | 12/15/11 •Attendees came from (local, regional, out of state, international): The event seemed to draw a diverse crowd of both Vail Valley locals and destination guests, many repeat guests. While some of the destination guests in attendance drove to Vail specifically for the Colorado Grand event, others were already in the Valley and therefore the event served as added value of their Vail experience. 35% local; 50% regional; 10% out of state; 5% international •Average age and income bracket of attendees: Primarily 30s and 40s; unknown income bracket * Based on survey results. Estimated Results* Event Attendee Estimated Spending 8 Town of Vail | CSE | 12/15/11 •Lodging: •% attendees stayed in Town of Vail: 50% •Average amount spent on lodging/day: $250 •Estimated room nights booked due to event association: Two •Lodging call to action: •Dining: $100/per day per person (in addition, Grand Participants were each given a $75 voucher per person for our Dine Around on September 9) •Shopping: $500 •Other Activities: $200 * Based on survey results. Estimated Return on Investment (ROI)* 9 Town of Vail | CSE | 12/15/11 •Additional Town of Vail spending event generated: $750,000+ •Ratio of increased revenue to amount of funding received: 75% •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax: $10,000+ * 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* 10 Town of Vail | CSE | 12/15/11 Satisfaction ratings: The Colorado Grand does draw repeat guests. Several locals had attended the year before, attended this year and stated that they intend to continue to attend in the future. Those that come from the Front Range specifically for this event also seem like very loyal guests to the Grand and to the Vail area as a whole. * Based on survey results. Topline Marketing Efforts 11 Town of Vail | CSE | 12/15/11 •Advertising throughout the summer referencing the Grand •Smaller advertising efforts (e.g. check presenters, Sarah’s and Cati’s time with PR, etc.). •Press Releases sent to media outlets resulted in mention of the event in the Vail Daily •Interviews with radio and TV8 (broadcast from one of the cars at the Concours) •An email blast was sent to Front Range car clubs and local outlets to advertise lodging packages for the weekend of the event. •The event was listed on local websites such as, lionsheadsummer.com, vail.com, visitvailvalley.com, and vailpm.com. In addition, The Colorado Grand sent an email blast to all prior participants inviting them to the 2014 Finish Line/Concours d’Non Elegance and to take advantage of the beautiful fall weather and shopping for the weekend. Community Contribution 12 Town of Vail | CSE | 12/15/11 •Impact on Vail’s sense of community: In line with the overall goal of all LionsHead events for this summer, this event truly created a great sense of community in Vail. Repeatedly guests walked through commenting on the change in activity level and the liveliness of the Village. Additionally, it united the LionsHead Merchants due to its presence throughout the Village as well as their tremendous participation in this year’s event. The event truly showcased how incredible fall in Vail can be and brought locals and destination guests out together to enjoy it. Sustainability Efforts Green Measures 13 Town of Vail | CSE | 12/15/11 The Colorado Grand will continue to work with the Town of Vail on any efforts necessary to support their dedication to producing “Green Events.” Oil pans were placed to assure no oil dripped on LionsHead Plaza cobblestones (and the majority being re-used each year after being cleaned) and recycled paper was used for the Car Brochures passed out to guests. No food or drinks were provided to guests. Additional Information 14 Town of Vail | CSE | 12/15/11 •Article and photographs prepared by “Opposite Lock” describing “The Grandest Car Show You’ve Never Heard Of”. We need to make sure everyone has heard of the Colorado Grand and comes to Vail to view the cars! •Budget recap attached Additional documents attached to presentation: 2014 COLORADO GRAND BUDGET RECAP REVENUES: Vail CSE Contribution 2,500 Other Sponsors/Contributions The Colorado Grand 60,000 Town of Vail In Kind Services Lionshead Merchants Association Ads, social, gifts, donations TOTAL REVENUES: 62,500 EXPENSES: Advertising Signage LHMA Signage Brochures & Programs LHMA Brochures partially paid with Grant Newspaper Advertising Misc. Publications/Front Range Clubs Grand Email Blasts Radio Radio and TV8 Interviews Entertainment 1,500 Event Operational Costs Informational Car Brochures 2,500 Insurance 13,324 Special Event License/Permits 200 Oil Pans 600 Participants Brunch 18,000 Plaques/Car Decals 5,507 Finish Line Awards 18,000 Event Workers 8,500 Website 8,500 Concours Info Sheet to Entrants: Copies/Mailing 100 TOTAL EXPENSES: 76,731 NET INCOME/(Loss) (14,231)