HomeMy WebLinkAbout2014 Vail Automotive Classic RecapVail Automotive Classic: September 7, 2014
Commission on Special Events
October 20, 2014
Photo by Jack Affleck
Vail Automotive Classic: September 7, 2014
Vail Automotive Classic: Rich tenBraak Director, Taylor Slaugh Marketing
Rich tenBraak Taylor Slaugh
970-376-5303 (970) 445-8998
Rich@VailAutomotive Classic.com tmslaugh@yahoo.com
2
Town
of
Vail
|
CSE
|
12/15/11
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3
Standard of excellence met by:
• Continue to attract a high end target audience (car enthusiast and
collectors) to the Town of Vail.
• 5th year event that continues to grow each year
• Exceeded number of participants then prior 4 years
• Far exceeded number of attendees then prior 4 years
Event Strengths & Weaknesses
4
• Event continues to grow year over year and developing a reputation
as something people look forward to and make sure they are in town
for.
• This event fits perfectly with Brand Image of Vail. High end,
expensive, rare, collectable cars… “eye-candy” decorating the
streets of Vail.
• Measures that could be taken for event improvement: 1) Need for
better sound system achieved in 2014. Looking to increase vendor
participation in the village for 2015.
Event Budget
5
• Total event budget: $6,527
• CSE funds: $2,000
• Profit and loss: $4,527 Loss
• Funding utilization:
• Required Insurance TOV - $1,300
• New “ Reusable/Date-Neutral” TOV Banner - $1,008
• In-kind sponsorship: N/A
• Cash sponsorship: N/A
* Event producer to attach detailed budget for recap
Vail Automotive Classic: September 7, 2014
Attendance Numbers
6
• Es7mated
a<endance:
• Non-‐7cketed,
method
you
used
to
es7mate
a<endees:
• Photos
taken
throughout
the
day
• Es7mate
8,000
people
throughout
the
day,
even
with
some
inclement
weather.
• %
of
people
in
Vail
specifically
for
event:
• Es7mate
25%
or
2,000
specifically
for
event
• %
of
people
a<ended
previous
years:
Es7mated
7,500
in
2013…
approximately
10%
increase
year
over
year.
Vail Automotive Classic: September 7, 2014
Demographic Profile
7
Town
of
Vail
|
CSE
|
12/15/11
• A<endees
came
from
(local,
regional,
out
of
state,
interna7onal):
• Per
vehicle
registra7on
•
2
%
Interna7onal
• 18%
out
of
State
• 35%
In
State
(out
of
county)
• 45%
In
County
residents
• Average
age
and
income
bracket
of
a<endees:
• 55-‐65
Years
of
age
with
income
over
$250,000
Vail Automotive Classic: September 7, 2014
Event Attendee Estimated Spending
8
• Lodging:
• Average
amount
spent
on
lodging/day:
$175
($10,675
in
room
revenue)
• Room
nights
booked
due
to
event
associa7on:
61
(documented)
Sponsor
Hotels
Non
Sponsor
Hotels
Manor
Vail
14
Room
Nights
Cascade
8
Room
Nights
Tivoli
Lodge
14
Room
Nights
Four
Seasons
4
Room
Nights
Evergreen
Lodge
17
Room
Nights
Pepi’s
4
Room
Nights
• Dining:
Approx:
$15,250
(2ppl
per
room
x
$125
each,
per
day)
• Shopping:
Approx:
$6,100
(
61
room
nights
x
$100)
• Other
Ac7vi7es:
Approx:
$1,000
Estimated Return on Investment (ROI)*
9
• Addi7onal
Town
of
Vail
spending
event
generated:
• Ra7o
of
increased
revenue
to
amount
of
funding
received:
• Received
$2,000.00
• Es7mated
Spending
at
$33,025
• Ra7o
of
6%
funding
to
spending
• Sales
tax
revenue
generated
by
event
and
accrued
to
Town
of
Vail
including
sales
and
lodging
tax:**
Es7mated
Tax
Revenues
of
$2,924
*
Based
on
survey
results.
**
The
TOV
collects
4%
sales
tax
with
the
excep7on
of
short-‐term
lodging
which
collects
5.4%
aeer
the
addi7on
of
a
1.4%
local
marke7ng
district
tax.
For
more
informa7on:
h<p://www.vailgov.com/
subpage.asp?dept_id=48
Visitor Intent to Return*
10
Day
of
Crowd
photos:
Topline Marketing Efforts
11
• National advertising in trade publication (Sports Car Market, Porsche
Club of America, Colorado Grand) promoting the idea of “Making Vail a
weekend destination”
• Section of VAC website dedicated to “making a weekend of it in Vail”
• Press Releases
• Targeted Facebook advertising and VAC FB page posts
• Email marketing to email list of approx: 800 names in our database, and
databases of partners IE Colorado Grand and Porsche Club of America
(number unknown)
• Vail Daily and affiliate newspaper advertising (Aspen, Summit County
and Glenwood Springs)
• Local Radio interviews - KZYR, KSNO, KNFO, KSKE
• Good Morning Vail/TV 8 + TV8 Denver cable channels
Topline Marketing Efforts
12
Community Contribution
13
• Impact on Vail’s sense of community:
The audience in Vail continues to engage and actively participate in our event,
year after year. Some people merely walk and peruse the cars but, the majority
stop, ask questions, capture photos, and interact with many of the car owners.
During the event, the merchants and shop owners also commented on how
much they enjoy the show. A sense of community and friendly interaction is
certainly an important part of the Vail Automotive Classic Car Show in Vail.
The VAC also continues to give back to
the community at large with contributions
to local charities, made possible
by items donated to the VAC Auto Auction.
As a result of the 2014 Auto Auction a
donation of $5,000 was made to Eagle
Valley Senior Life, as well as, $25,000 to
Jack’s Place at Shaw Regional Cancer
Center.
Sustainability Efforts
Green Measures
14
• N/A - No food beverages or merchandise was sold as a part of
this event.
• Oil pans were placed under each car parked in
the Vail Village.
• Reusable directional signage was used
• Purchased reusable/date-neutral banner
for Vail Village (see photo)
Additional Information
15
• Provide detailed budget in attachment please
• Provide ROI explanation in attachment please – Addressed in
slide #s 8 and 9. This event is done as a benefit to the Vail
Community.
Additional documents attached to presentation:
Vail
Automotive
Classic
Wheels
&
Wings
Sunday
September
7,
2014
Vail
Village,
Vail
Colorado
2014
Budget
Budget Actual
Income
Ticket
Sales
*$0.00 $0.00
Participant
Vehicle
fees
**$0.00 $0.00
CSE
Funding
Request $2,500.00 $2,000
Total
Income $2,500.00 $2,000.00
Expenses Budget Actual
Town
of
Vail
Permit
Application 50.00$
$175.00
Town
of
Vail
Banner
Application 50.00$
$50.00
Event
Insurance
***1,800.00$
$1,612.00
Bridge
Street
Banner 1,200.00$
$1,008.00
Volunteer
Meals
(12)15.00$
180.00$
$165.00
Volunteer
t-‐shirts
(12)18.50$
222.00$
272.36$
Directional
/
Pedestrian
Signage 600.00$
$0.00 Re-‐used
existing
signage
Security 2,500.00$
$0.00 Used
Directors
and
Volunteers
People's
Choice
Awards 150.00$
$150.00
Award
sound
system 400.00$
$350.00
Advertising $0.00 $0.00 Paid
by
VAC
and
partners
Public
Relations $0.00 $0.00 Paid
by
VAC
and
partners
Total
Expenses 7,152.00$
3,782.36$
Net
Income
/
Loss ($4,652.00)($1,782.36)
*
there
are
no
tickets
for
event,
open
to
the
general
public
**
No
participant
fees
to
display
vehicles
in
Vail
Village
***
$2
million
general
aggregate
plus
a
$2
million
umbrella
event
insurance
policy
(as
required
for
holding
an
event
in
Vail)
The
Vail
Village,
Vail
Automotive
Classic
car
display
is
a
free
event
for
the
general
public.
In
return,
the
VAC
asks
for
the
Town
of
Vail
to
help
offset
some
of
the
direct
expenses
associated
with
the
event.
The
Vail
Automotive
Classic
will
be
responsible
for
all
promotion,
advertising
and
event
execution.
The
CSE
is
being
asked
to
support
35%
of
the
direct
expenses
of
this
event
It
has
not
been
determined
if
the
event
will
take
place
without
CSE
Funding
It
is
our
intent
to
host
this
event
every
year
in
Vail
village