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Home My WebLink About2014 Vail Rocks RecapEvent Recap: Vail Rocks 2014 Commission on Special Events October 1st, 2014 Photo by Jack Affleck Vail Rocks: Saturday, August 16th Event Producer Laney Odom – Interim Executive Director Office: 720.379.7013 Mobile: 970.481.0760 laney@lovehopestrength.org 2 Town of Vail | CSE | 10/1/14 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 10/1/14 Vail Rocks combines all the best that Vail has to offer! •World class hiking •Mountain top music with expansive mountain views •International Musicians •High Quality concert production and execution •Awareness for blood disease and cancers •Life Saving! •Vail Rocks has become an annual flagship event for Love Hope Strength and our core followers. A place where our followers can connect with past hikers, supporters, musicians, survivors and new followers. Memories and relationships are founded in their love of LHS and the unique events we host in awe-inspiring locations. Event Strengths & Weaknesses 4 Town of Vail | CSE | 10/1/14 Strengths: •50% of attendees were new to Vail Rocks •Estimate 1000 people attended post hike concert at Checkpoint Charlie •Management changes in our foundation did delay planning and put strain on the event however LHS managed to pull off a successful fundraiser keeping our core followers and sponsors happy. •Moving location to Checkpoint Charlie Weaknesses: •Our event headliner Devotchka wasn’t as big of a draw as we had anticipated •Advertising dollars were not spread out as evenly as they could have been •On Mountain logistics could have been more successful, had issues with water •Cash sponsorships ended up being lower than planned For next year: •Better sponsor levels/deal points and more sponsorships •Work more closely with Vail Resorts to prevent on mountain issues •Better utilization of advertising budget Event Budget 5 Town of Vail | CSE | 10/1/14 •Total event budget: $75,000 •CSE funds: $25,000 •Profit and loss: Net Profit $73,000 •Funding utilization: Main stage and site production, advertising, event consultant fees •In-kind sponsorship: $25,000 •Cash sponsorship: $64,000 * Detailed budget attached for recap Estimated Results* Attendance Numbers 6 Town of Vail | CSE | 10/1/14 * Based on survey results. •Estimated attendance: •275 Hikers •215 Registered Hikers •45 Sponsors Attended • 15 Kids (free attendance) •1,000 – 1,100 at Concert throughout the evening •Estimate based on drink orders from bar •% in Vail specifically for event: •98% Hike •85% Concert •47% attended Vail Rocks in previous years* Estimated Results* Geographic Profile 7 Town of Vail | CSE | 10/1/14 Estimated Results* Demographic Profile 8 Town of Vail | CSE | 12/15/11 48% of our attendees are between the ages of 45 -60 45% of our attendees make over $100,000 annual income Estimated Results* Event Attendee Estimated Spending 9 Town of Vail | CSE | 10/1/14 Lodging: •85% attendees stayed in Town of Vail •48% of attendees stayed 2 nights and 24% stayed 3 nights in Vail •Average amount spent on lodging/day: $165 •Estimated room nights booked due to event association: •Minimum 300 rooms Lodging call to action: We promoted our Host Hotel on our website when people registered. We promoted Evergreen through FB and word of mouth. •Host Hotel The Sebastian 70 room Nights •Evergreen and other – 230 room nights * Based on survey results Estimated Results* Event Attendee Estimated Spending 10 Town of Vail | CSE | 10/1/14 Average amount spent on the following activities $425.00 Average amount spent $755.00 throughout the weekend per person based on survey * Based on survey results Estimated Return on Investment (ROI)* 11 Town of Vail | CSE | 10/1/14 •Additional Town of Vail spending event generated: $150,000-175,000 •Ratio of increased revenue to amount of funding received: 1 to 6.5 •Approximate sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** $7,250 •Estimations based on survey results. Visitor Intent to Return* Net Promoter Score 12 Town of Vail | CSE | 12/15/11 56% of our guests would recommend this event to a friend or colleague Visitor Intent to Return* 13 Town of Vail | CSE | 10/1/14 Satisfaction ratings: 90% of our attendees would attend Vail Rocks again * Based on survey results. Topline Marketing Efforts 14 Town of Vail | CSE | 12/15/11 •Our “Vail Rocks” logo is our main focus for 3 months leading up to the event through our nation wide volunteer and online network •Social media via LHS, artist network and sponsor networks of 500,000 •Logo present in 15+ Vail Daily/Weekly Ads •Custom regionally targeted e-mail blast with Backpacker opened by 25,000 regionally as well as backpacker digital ads, tweets and FB posts •Top mention in Press Release also announcing headliner Devotchka •Prime placement on all banners, ads and only logo on TOV Bridge St. banner •Announcement Thank you at VIP Party, Hike & Main Stage •15 passes offered to George Karl Foundation Reception •15 passes offered to Hike and VIP at Post Concert •Logo on all Posters and Rack Cards (over 2,500 printed) •Facebook and Instagram mentions and hundreds of tags #vailrocks •Two weeks of Radio ads with KZYR Vail/Avon, KBCR Steamboat & KSNO Aspen etc. Topline Marketing Efforts 15 Town of Vail | CSE | 10/1/14 •Town of Vail round about banners up for 2 weeks prior to event •Calendar postings and local concierge outreach, •Vail Daily pre and post articles about headliner •$15,000 spent on advertising and roughly $15,000 in-kind advertising Community Contribution 16 Town of Vail | CSE | 10/1/14 •Vail Rocks is a family friendly community event that has heart and soul! We bring beautiful intent to a beautiful valley and share our life saving message with all those who welcome it. •We registered 181 new potentially life saving matches at Vail Rocks! •Last years funds help us expand our GET ON THE LIST campaign which has now registered over 75,000 bone marrow donors and exceeded over 1100 potentially life saving matches! •This years funds will help us continue our focus and outreach for our GET ON THE LIST campaign. Sustainability Efforts Green Measures 17 Town of Vail | CSE | 10/1/14 •LHS tries to reuse supplies/banners yearly as we keep producing this event to keep the waste material low and increase reusable signage •Staff sweeps each mountain stop after hikers leave for trash and items left behind •Our sponsors Schomp Mini provide water bottles to our registered hikers and LHS brings water for them to refill •Per Town of Vail requirements we provide recycle bins at our post hike concert at Checkpoint Charlie •We also requested our food vendor to have compostable utensils as well asked our bar company to recycle all bottles and cans they were left with. Additional Information 18 Town of Vail | CSE | 10/1/14 We used Survey Monkey and sent a e-mail recap to all attendees 2 weeks post event to thank them and ask for feedback, we got 20% of attendees feedback. We based our our recap estimations off this feedback. When asked what attendees like most, here are some responses: •The hike, the music while hiking, getting on the list, meeting a couple of our favorite musicians!! Camaraderie •Our partnership with LHS is very benefitting and I enjoy working closely with the coordinators. I liked most that we were able to spend a weekend hiking and being active while with our closest partners. •You are sitting on the side of a mountain, you are surrounded by amazing people and new friends everywhere, while the worlds greatest stars are playing music surrounded by breathtaking views…All of this feels too good to also be saving lives in the process. •The concert and location was wonderful! •Everything! Being around wonderful people, musicians, survivors and beautiful mountains! Room for growth and improvement 19 Town of Vail | CSE | 10/1/14 It was a tough year and big transition inside LHS. Vail Rocks is our primary fundraiser and supports LHS campaign GOTL costs and special projects. We want to continuously improve the event as we know we are doing something unique and special. It is a good time for LHS to evaluate the entire event start to finish maximizing our partnerships, exposure and revenue. LHS wants to allow more time in 2015 for fundraising, advertising and outreach in 2015. In 2015, LHS would like to pick a weekend that isn’t quite as event heavy to help draw more people in the local community to our hike and post hike concert. We are considering a few weeks earlier than this years event. LHS wants to work more closely with Vail Resorts for our on mountain execution and lunch LHS wants to consider new partners in 2015, partnering with local Eagle County Sponsors Town of Vail 20 Town of Vail 21 THANK YOU! 22 Town of Vail | CSE | 10/1/14 Thank you Town of Vail and CSE for your continued support of Love Hope Strength Foundation and our annual Vail Rocks Fundraiser. Thank you for helping us save lives, one concert at at time! This event and our life saving efforts would not be successful without your support. Item Budget Sponsor Received/Complete Hotel (The Sebastian) Artists $6,065 •paid Sebastian F & B Fee $1,353 •required to spend Misc. Incidentals and F & B & tips $931 •paid Staff Hotel (Evergreen Lodge) $2,367 •paid Artist costs, flights/transportation/ misc. production -‐ band fee $12,647 Lunch on Mountain $4,680 •paid Welcome Reception Bol (Buy out)$4,080 •sponsored Breakfast (free coffee and bars) • Got donated Luna bars •Donated coffee from Yeti T-shirts/Merch $3,235 •Vail Rocks Shirts •Brown shirts/tanks Printing & graphics $4,868 •paid Sound/stage (mountain and concert)$9,469 •paid TOV permit fees $750 •paid Wrapped Guitar $200 •paid Event site production (security, poilice, toilets)$2,428 •Paid Event Management Eagle $3,450 •Paid Mountain gift $522 •dog tags Alpine Party rental $1,329 •Paid WristBands $300 •Paid TV8/Radio ads (advertising)$200 •Paid -‐ Value of $1000+ Westword (advertising)$2,500 •Fully paid Vail Daily (advertising)$4,000 •Partially paid Backpacker (advertising)$7,500 •Paid TOV Banners (advertising /sponsor deal points)$2,220 SPONSORS George Karl (welcome reception)$10,000 •received Town of Vail (general)$25,000 •$8,333.33 Received •$8,333.33 Received •$8,333.34 After Event review Hard Rock (stage)$4,000 •received Teva (general)$0 $15,000 •received Mini (general)$5,000 •received Marmot $5,000 •received School of Rock $0 •Sponsor throughout year and through In-‐ Kind Donations, performing and marketing Sebastian $0 In-‐Kind Donations VAIL ROCKS Oskar Blues $0 In-‐Kind Donations Backpacker $0 In-‐Kind Donations Vail Resorts $0 In-‐Kind Donations Westword $0 In-‐Kind Donations Deep Eddy $0 In-‐Kind Donations TOTAL $75,094 $64,000 Bar concert sales $5,252 Merch & donations at concert $5,334 Authorize throughout weekend $2,909 Merch & additional registration fees Silent Auction Auction $6,370 Sponsors $64,000 Fundraising & registration fees $64,333.57 Gross $148,199 Total Expenses $75,094 Estimated Net Revenue $73,105