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Home My WebLink About2014 Vertical Express Recap VERTICAL EXPRESS FOR CAN DO MS | PROOF OF PERFORMANCE The 2014 Vertical Express for Can Do MS event series was extremely successful! The events were held on four mountains; Vail, Squaw Valley, Crystal Mountain, and Schweitzer Mountain, each with its own twist on how to celebrate the legacy of Jimmie Heuga! Most programs featured components over a two day period where we were able to showcase our sponsors at multiple points in the program. The following document outlines the in person exposure sponsors received during the two day events as well as the media exposure through our various marketing efforts leading up to and during the event. We are proud to report that we had over 440 participants, volunteers, and sponsors across the four mountains. To date, we have raised over $138,000 for the Can Do MS lifestyle empowerment programs and we couldn’t have done it without your support! On behalf of the Board of Directors and Staff at Can Do MS, we thank you! IN PERSON EXPOSURE Total Number of attendees (all mountains): over 440 people including registered participants, VIPs, sponsors, and volunteers. For Vail Vertical Express total participants were 204 including volunteers and sponsors. Funds raised $42,041.76. o This number does not include exposure to general mountain visitors skiing at the • Sponsor Exposure (where applicable) o Prominent Banner Display  Vail Mountain • Banner display inside during Opening Ceremony and Apres Party o Verbal Recognition  Sponsor acknowledgements were made during the following event announcements: • Registration • Activity Instructions • After parties and Award Ceremony • Silent and Live Auction o Raffle area included display of individual items as well as larger display signage  Donated items for the silent and live auctions were prominently labeled with large signage recognizing the item and the sponsor o Poster Recognition  Each mountain was provided with event posters to be placed in shop fronts, high traffic areas, restaurants, and hotels to announce the event and encourage registration. Posters included national and local sponsor names or logos o VIP Goodie Bag  Items provided by sponsors were provided in the goodie bags for VIP participants (70% of total attendees) MEDIA EXPOSURE Can Do MS executed a broad and strategic marketing plan to maximize the exposure to our event for all the host mountains. The amount is extensive, however, we are happy to provide digital copies of print ads, press releases, event listings, and other marketing material as requested. VAIL RESORT, COLORADO (FEBRUARY 7TH AND 8TH) Live Interviews - Denver Can Do MS coordinated three separate interviews for Billy Kidd to coincide with the event on Friday, February 7, and Saturday, February 8, and the opening ceremonies of the 2014 Winter Olympics on Friday, February 7. KUSA-TV CH 9 (NBC) – Denver • Billy Kidd was in studio for a live interview with the Denver NBC affiliate in the 8 a.m. hour on Tuesday, February 4. • http://www.9news.com/video/3151630688001/1/Then-and-now-Billy-Kidd-talks-Olympics KYGO-FM CH 98.5 (FM) – Denver • Billy Kidd did a phone interview with the morning show of one of Denver’s country stations on Thursday, February 6. It was recorded and aired in the 8 a.m. hour. KDVR-TV CH 13 (FOX) – Denver • Billy Kidd was in studio for a live interview with the Denver FOX affiliate in the 7 a.m. hour on Friday, February 7. • http://kdvr.com/2014/02/07/how-you-can-ski-with-olympian-billy-kidd/ Live Interviews - Vail • Can Do MS was in studio for a live interview with TV 8 Good Morning Vail at 8:21am on January 8th: http://www.youtube.com/watch?v=RFlxnziuz4Q • Can Do MS was in studio for a live interview with TV 8 Good Morning Vail at 9:12am on January 29th: http://www.youtube.com/watch?v=6lmRZ1BPwRk • Can Do MS was in studio for a live interview with TV 8 Good Morning Vail at 9:40am on February 4th: http://www.youtube.com/watch?v=Bq5Xa9sVZiI • Can Do MS was in studio for a live interview with TV 8 Good Morning Vail at 9:20am on February 7th: http://www.youtube.com/watch?v=nq0nh0XswiA • Can Do MS was in studio along with Sara Schleper for a live radio interview with KKVM The Mile on January 8th. Online PR Can Do MS drafted language for calendar postings in the Denver metro area and the surrounding mountain towns. Calendar postings highlighted in the main aspects of the Vail Vertical Express for Can Do MS event and included links to register for the event on Can Do MS’s website. • Event information and calendar postings appeared on 24 websites for a total of 48,708,043 impressions. • Event information was emailed or submitted to an additional 14 websites. • Vail Vertical Express had 55-60 online event listings in the Denver metro area and Vail Valley websites. Web Traffic - (12/1/2013 – 3/9/2014) Vertical Express homepage = 2,486 pageviews http://www.mscando.org/multiple-sclerosis-events/vertical-express-for-ms/ Vail Vertical Express Registration page = 1,005 pageviews http://www.gifttool.com/athon/AthonDetails?ID=1795&AID=2538 Vail Vertical Express webpage (date range 1/1/14-3/9/14 = 930 pageviews http://www.mscando.org/multiple-sclerosis-events/vertical-express-for-ms/vail-vertical-express/ Print Advertising Newspaper • Vail Daily Advertising: mid-November – February 9th 24 – ¼ page ads; 8 full page ads Magazine • 2014 Vail Lifestyle Magazine – full page ad: http://issuu.com/coloradomountainnewsmedia/docs/vlm-winter-2014-sochi-lores/125 Social Media Advertising Facebook Can Do MS created a Facebook event for the Vail event and, in turn, posted a status about the event and included a link to the Facebook event for more details. This post was promoted to increase its reach. • Facebook event: https://www.facebook.com/events/608562192547773/ • Facebook post regarding the event: https://www.facebook.com/CanDoMultipleSclerosis/posts/10202029416370787?stream_ref=10 Promoted post efforts resulted in 1,266 impressions and 37 clicks. Can Do MS also created a series of seven Facebook ads promoting the event and as an effort to drive event responses. Ad copy read as follows: Headline: Ski Vail for a Good Cause Copy: Ski or ride to make a difference for people living with MS at an on-snow fundraiser. Overall, Facebook advertising efforts resulted in 61 event responses. This ad copy/photo combination was the most popular Facebook ad, garnering 43 event responses: Twitter Can Do MS drafted three tweets promoting the event and linking to the Facebook event for more details. Tweets went live at staggered intervals beginning January 13 and ending January 23. Promotion efforts regarding the tweets lasted until the evening of Thursday, February 6. Tweets were as follows: • January 13: The 30th Annual Vertical Express for Can Do MS is less than 1 month away! Have you registered? It’s only $25! bit.ly/VailVerticalEx… • January 15: Test @vailmtn’s EpicMix Race Course & #ski w/Billy Kidd at this year’s Vertical Express for Can Do MS! Learn more: bit.ly/VailVerticalEx…. • January 23: DYK Jimmie Heuga was 1st American to medal in #Olympic ski racing? Vertical Express for Can Do MS honors that feat! http://bit.ly/VailVerticalExpress Each tweet was allocated to an advertising budget and were promoted to Twitter users searching for event-relevant keywords. Can Do MS also utilized appropriate hashtags and tagged relevant Twitter handles to extend the reach of the tweets. Overall, Twitter advertising efforts garnered 16,009 impressions; 131 clicks; 4 retweets and 4 new followers for @CanDoMS. SQUAW VALLEY, CALIFORNIA (MARCH 1ST AND 2ND) Online PR Can Do MS drafted language for calendar postings in the Reno/Tahoe and Sacramento areas as well as the surrounding mountain communities. Calendar postings highlighted the main aspects of the Squaw Valley Vertical Express for Can Do MS event and included links to register for the event on Can Do MS’s website. • Event information and calendar postings appeared on 20 websites. • Event information was emailed or submitted to an additional 6 websites. Web Traffic - (12/1/2013 – 3/9/2014) Squaw Vertical Express Registration page = 754 pageviews http://www.gifttool.com/athon/AthonDetails?ID=1795&AID=2546 CRYSTAL MOUNTAIN, WASHINGTON (FEBRUARY 28TH AND MARCH 1ST) Online PR Can Do MS drafted language for calendar postings in the Seattle and Portland areas. Calendar postings highlighted the main aspects of the Crystal Mountain Vertical Express for Can Do MS event and included links to register for the event on Can Do MS’s website. • Event information and calendar postings appeared on 16 websites. • Event information was emailed or submitted to an additional 9 websites. Web Traffic - (12/1/2013 – 3/9/2014) Crystal Mountain Vertical Express Registration page = 597 pageviews http://www.gifttool.com/athon/AthonDetails?ID=1795&AID=2547 SCHWEITZER MOUNTAIN, IDAHO (MARCH 7TH AND 8TH) Online PR Can Do MS drafted language for calendar postings in the Seattle and Portland areas. Calendar postings highlighted the main aspects of the Schweitzer Mountain Vertical Express for Can Do MS event and included links to register for the event on Can Do MS’s website. • Event information and calendar postings appeared on 12 websites. • Event information was emailed or submitted to an additional 12 websites. Web Traffic - (12/1/2013 – 3/9/2014) Schweitzer Mountain Vertical Express Registration page = 298 pageviews http://www.gifttool.com/athon/AthonDetails?ID=1795&AID=2545 Event Recap: Vertical Express for Can Do MS COMMISSION ON SPECIAL EVENTS April 2, 2014 Vertical Express for Can Do MS February 8, 2014 Cathy Ethington, Director of Development Office: 970.926.1275 Mobile: 414.418.7328 cethington@mscando.org 2 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Standard of excellence met by: • Event Specifics: Vail VEMS (200+ total) Total Participants: 143 Total Volunteers, VIPs, & Sponsors: 61 Total Raised (incl sponsors): $42,041.76 •Adaptive skiing component - Worked with Vail Resorts to provide an unparalleled experience for participants living with Multiple Sclerosis. Participants were provided necessary equipment, had on mountain personalized ski instruction and day of skiing experience. •Jimmie Heuga Memorial Ski Down – Renaming of “Simba” to “Jimmie Heuga Express” with Billy Kidd leading the ski down on the 50th anniversary of he and Jimmie medaling in the 1964 Olympics . Event Strengths & Weaknesses 4 •Exceeded expectations: First year event featuring components over a two day period where we were able to showcase out sponsors at multiple points in the event. Participation Marketing and Registration Events Revenue •Measures that could be taken for event improvement Increased Front Range outreach Revenue and Growth – build participation and sponsorship support Day of registration Event Budget 5 Town of Vail | CSE | 12/15/11(presentation date) Vail VEMS 2014 Revenues Individual Fundraising 25,434 Raffle 908 Sponsorships 15,700 Total Revenues 42,042 Expenses Adaptive Program 1,223 Food/Beverage 3,802 Audio/Visual 806 Insurance 961 Advertising 2,902 Collateral 4,216 Other 739 Total Expenses 14,650 Net 27,392 Estimated Results* Attendance Numbers 6 •Estimated attendance: Vail VEMS (200+ total) Total Participants: 143 Total Volunteers, VIPs, & Sponsors: 61 •If non-ticketed, method you used to estimate attendees: Vertical Express participants registered on Gifttool or at event. •% of people in Vail specifically for event: 200+ total •% of people attended previous years: First year event 39% 61% Vail Vertical Express for Can Do MS Participants by Gender Male Female 60% 23% 17% Vail Vertical Express for Can Do MS Participants by Location Local*Regional**National*** 6% 25% 13% 25% 31% Vail Vertical Express for Can Do MS Participants by Age Under 18 18-24 25-34 35-50 Over 50 Estimated Results* Event Attendee Estimated Spending 8 NOTE: A post event survey was released to all attendees in mid-March. Survey closes on April 4, 2014. Questions regarding spending and lodging were included. Visitor Intent to Return* 9 NOTE: A post event survey was released to all attendees in mid-March Survey closes on April 4, 2014. Questions regarding intent to return were included. Top Line Marketing Efforts 10 Media exposure: Denver:- Can Do MS coordinated three separate interviews for Billy Kidd to coincide with Vertical Express weekend events. KUSA-TV CH 9 (NBC) – Denver Tuesday, February 4 http://www.9news.com/video/3151630688001/1/Then-and-now-Billy- Kidd-talks-Olympics KYGO-FM CH 98.5 (FM) – Denver Thursday, February 6 KDVR-TV CH 13 (FOX) – Denver Friday, February 7 http://kdvr.com/2014/02/07/how-you-can-ski-with-olympian-billy-kidd/ Top Line Marketing Efforts 11 Media exposure: (cont.) Live Interviews – Vail – 4 interviews with TV 8 Good Morning, 1 in studio for live radio interview with KKVM The Mile Online PR – Event info appeared on 24 websites for a total of 48,708,043 impressions Web Traffic – Vail Vertical Express homepage, registration and web page = 3,100 pageviews Top Line Marketing Efforts 12 Media exposure: (cont.) Magazine- Vail Lifestyle Magazine – Winter issue, full page ad Newspaper – Vail Daily (24) ¼ page ads, (8) full page ads Social Media – Facebook page for event and Facebook postings regarding event. 1,266 impressions Twitter Can Do MS drafted three tweets promoting the event and linking to the Facebook event for more details. Tweets went live at staggered intervals beginning January 13 and ending January 23. Promotion efforts regarding the tweets lasted until the evening of Thursday, February 6.