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Home My WebLink About2014 Vail Valor Races Recap2014 VAIL VALOR RACES Commission on Special Events Presentation Date: September 3, 2014 Photo by Jack Affleck VAIL VALOR RACES: May 27, 2014 Speckled-Hound Racing / Carl & Cynthia Bruggeman Mobile: 970.445.7076 carl@speckled-hound.com Mobile: 970.445.0599 cynthia@speckled-hound.com 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 premium: •Staging area •Expert timing •Tech t-shirt •Finish Medal •Artisan Awards •Post-race food Event Strengths & Weaknesses 4 Town of Vail | CSE | 12/15/11 Strengths •197 participants & 100+ spectators •Strong volunteer base •Vail Veterans Program partnership •Long-term potential for growth Future Goals •Develop expo component •Add pre-race fitness seminars •Encourage overnight stays Event Budget 5 Town of Vail | CSE | 12/15/11 •Total Expenses: $20,052 •Registrationl Revenue: $11,052 •CSE funds: $10,000 •Profit and loss: + $669 •Funding utilization: Advertising / Race Day Staging / Participant Experience •In-kind sponsorship: $5,000 newspaper advertising/Vail Daily •Cash sponsorship: $0 * 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: •300+ (participants and spectators) •90% of people in Vail specifically for event •84% say was their first road race in Vail •Each participant brought more than •2 persons with them (on avg) •99% indicated they would return (one survey result said no b/c of altitude) Estimated Results* Demographic Profile 7 Town of Vail | CSE | 12/15/11 •Majority Attendees came from Colorado (70%) •Remainder from: IL, TX GA, HO, CA, NH, WY, KY, PA, AR, AZ, KS, LA, NB, NJ, NM, RI, UT, VT, WI (20 states) •Average age: 38 •Income bracket of attendees: 12% < $50K 17 % up to $75K 27 % up to $100K 44% > $100,000 * Based on survey results. Estimated Results* Event Attendee Estimated Spending 8 Town of Vail | CSE | 12/15/11 •Lodging: •54% attendees stayed in Town of Vail: 22% for one night 32% for two nights •Average amount spent on lodging: $150 per day •Estimated room nights: 100 $15,000 total spend est’d •Dining: $149 avg •Shopping: $ 90 avg •Other Activities: $ 73 avg •Lodging call to action: Attract the 12% who stayed in other towns. * Based on survey results. Estimated Return on Investment (ROI)* 9 Town of Vail | CSE | 12/15/11 •2014 VAIL VALOR RACES generated: •Lodging Sales: $15,000 = $810 SalesTax Revenue •Dining/Food/Misc: $31,200 =$1,248 Sales Tax Revenue* •$46,200 in Merchant Sales $2,058 in TOV Sales Tax Revenue NOTE: Conservative estimate based on 100 ppl Using figures from previous slide/survey results. * 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 info: www.vailgov.com/subpage.asp?dept_id=48 Visitor Intent to Return* 10 Town of Vail | CSE | 12/15/11 •99% of participants surveyed indicated they would return. (one survey result said no b/c of altitude) See attached Appendix for survey responses. -Scenery on course was one of best I've experienced. We stayed warm and comfortable in the lodge before the race. Yes I would participate in another Speckled Hound event. I also enjoyed the small town feel and the rolling hills. I guess I liked everything about this race! -The course was beautiful, and the event was well run compared to some other races I have done. I would most def do it again!! Great way to kick off summer! --- * Based on survey results. Topline Marketing Efforts 11 Town of Vail | CSE | 12/15/11 •Running Specific Online Race Calendars •Running Specific Media (primarily digital) •Colorado Runner / Run Colorado •Elevation Outdoors / Marathon Guide •Competitor Magazine / Elevation Outdoors •Local Posters and Newspaper Ads in Vail Daily •State-wide Grassroots Mktg at Other Events •Fruita / Grand Junction / Denver / BV & Salida •Boulder / Moab, UT Community Contribution 12 Town of Vail | CSE | 12/15/11 •Brought families together •Celebrated Memorial Day •Raised funds for Vail Veterans Program Sustainability Efforts Green Measures 13 Town of Vail | CSE | 12/15/11 •No plastic bottles; paper only •On site recycling bins •Volunteer carpools •Bikes used instead of “lead car” and sag •Made in USA Finisher Medals •Awards handcrafted locally from reclaimed materials •Local vendors provided services: -Post race food at FEAST VAIL! -VRD Timing Svcs -Vail Fine Sign Co (re-usable corrogated banners) Additional Information 14 Town of Vail | CSE | 12/15/11 •Event budget •Intent to Return direct responses •Facebook posts/comments •Additional photos Additional documents attached to presentation: Appendix A: Results to Survey Question / Likely to Return I liked the course. The stations were set up at key points and I liked the shirts The friendliness of the aid station volunteers and the scenery Scenery on course was one of best I've experienced. We stayed warm and comfortable in the lodge before the race. Yes I would participate in another Speckled Hound event. I also enjoyed the small town feel and the rolling hills. I guess I liked everything about this race! Vail is beautiful! Running that course made me want to take pictures the whole way! The scenery was beautiful and yes I would return. The reason for the race Great atmosphere, and a lot of fun All the flags along the course. Course was beautiful and challenging Yes. Friendliness of the volunteers and staff. The scenery is stunning and it was a good, challenging course Beautiful area and very friendly group of runners and volunteers. But I am not sure I would return as the altitude was hard for me. I was second to last Good aid stations honoring vets The venue. Cost was good for amount of food afterward too. Low key race, beautiful views. The course was beautiful, and the event was well run compared to some other races I have done. I would most def do it again!! Great way to kick off summer! Setting. Yes I would return. Maybe every few years. The cause and the location. Yes. loved the food fest afterwards. loved the course --nice houses I enjoyed the atmosphere and the food tickets afterward. Location and low-key atmosphere The gorgeous setting and the laid-back feel of the race. It was restful and challenging at the same time, and the atmosphere was so fun and friendly. Yes, I would return! I enjoyed the layout of the course and yes I would return again. I absolutely loved the scenery. Rounding the corner to see those mountains was so motivating! I would definitely return. I enjoyed the after race festivities. Yes I would return if in the area. Well marked, friendly volunteers, great course, awesome good, nice shirt Support good cause, easy course for beginning of season, fun to attend taste of Vail! The course and the Village. It was so relaxed, and the food was fabulous. Location and absolutely Great atmosphere, great course, awesome group of runners. Great post race party. I personally like the marathon because it was on Memorial Day. I hope to run it again next Memorial Day. Yes, I will return. Well organized and supported. Friendly staff and post race refuel available immediately. I thought the aid stations were very adequate, and I also enjoyed the course. I would have liked to run some on trail, but because of weather I know that was not possible. I would definitely return to run again. I liked the course and having water/bathroom stations along it. I also liked the events after the race. I would return. My dog got to run with us>>>>>. I liked the course and the convenience of the race. It was an easy walk to the start from the hotel. The food was great, too! I plan to be back someday. I liked the family-type atmosphere, and I would like to return. Loved it being attached to Feast! Vail, and beautiful course. The smallness of the event and the views loved the after race event and having the tickets for food and drink Beautiful Course RACE REVENUE $22,052 $11,052 Registration Fees Valor Mon Canine Sun $10,000 CSE Funding $10,495 $557 RACE EXPENSES $21,383 PROFIT & LOSS $669 *DETAILED EXPENSES BELOW ADVERTISING & GRAPHIC DESIGN $300 Colorado Runner Mag IN-KIND: $4,643 $450 Competitor Mag $5,000 Vail Daily $75 Run Colorado $1,500 UPS STORE $0 Vail Daily $511.65 Marathon Guide $325 Elevation Oudoors $526 Afton (graphic design) $59.35 Postcards Wallmart Candy $1,500 GrassRoots Events (ttravel, gas, etc.) $420.72 Copies Copy Copy UPS Store $475.59 Active Endurance Instant Ads $4,643 EVENT SIGNAGE $1,066.74 Fast Signs Mile Markers/Dir Signs $3,192.13 $1,566.35 Fine Signs CO Banners / Arch $216.80 Barricade Rental $120 Mini Flags $38 USA Kites Pier One $183.82 Aid Station Dec Walmart $3,192.13 EVENT LOGISTICS / AID STATIONS $325 Port-A-Lets Vail HoneyWagon $4,101 $1,260 Timing VRD $78.60 Megaphone $350 Gas $29.78 Fixtures, Supplies Ace Hdwr $421.03 Energy Gels/Waffles Honey Stinger $305.55 Misc. Food Costco $321 Race Bibs E-Media $500 Staff Mike, Helga, Cindy, Rob $510 Traffic Safety TOV Police $4,101 PERMITS, FEES, INSURANCE $100 Permit + Amp Sound TOV $516 $416 Insurance RRCA $516 RACER EXPERIENCE & BRUNCH $2,229 T-Shirts Logodogz $7,430 $837.50 Medals Gary Insignia $1,314.44 SS Pints Klean Kanteen $161 Awards Scullys (Labels) $200 Awards Daryl Woodworker $2,020 Food / Feast Highline $113.58 Volunteer Lunch Bob's Place $400 Photography Scott McClarinon $154.50 Canine Happy Hour Vendettas $7,430 CHARITABLE DONATION $1,500 VVP Donation Vail Veterans Program $1,500 2014 VAIL VALOR RACES FACEBOOK COMMENTS