Loading...
HomeMy WebLinkAbout3.a. Attachment G - 2014 Event_RecapVertical ExpressEvent 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.