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
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•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
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•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.