HomeMy WebLinkAbout5.a. RECAP.PinkVail.CSE.May2014Event Recap: Pink Vail 2014
VAIL VALLEY MEDICAL CENTER
Presentation: May 7, 2014
Vail Brand Compatibility
“Like Nothing on Earth”
Standard of excellence met by:
•The world’s biggest ski day to conquer cancer
•Tone: Bold, spirited & compassionate
•High-level event & marketing execution
•“Sense of community” – part of CSE mission
•Buzzworthy PR value
Event Strengths & Weaknesses
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Exceeded expectations:
PR (74 feature stories in 39 media outlets)
Out-of-State increase (23% from 17%)
Helly Hansen presenting sponsorship
#PinkVail campaign
Improvement:
Top of mountain location (NPS jump)
Later date hurt club participation & fundraising
Marketing support for Front Range & National
Comparison to past years:
683 participants & $190,000 (2012)
1,319 participants & $352,000 (2013)
1,625 participants & $465,000 (2014)
Event Budget
•Total event budget: $120,000
•CSE funds: $10,000
•Profit and loss: $345,000 net proceeds to “Spirit of Survival”
•Funding utilization: Front Range marketing
•In-kind sponsorship: $45,000
•Media In-kind sponsorships: $60,000
•Cash sponsorship: $35,000
Results
Attendance & Demographics
Total number of participants: 1,625 (24% increase)
•71% female, 29% male (Average age: 41 years old)
Regions
•51% Local
•23% Out-of-State & International (vs. 17% in 2013)
o Participants from 39 states
•18% Front Range
•8% CO non-local mountain towns or western slope
Total funds raised: $465,000 (32% increase over 2013)
•4,376 donations:
o 44% Out-of-State (1,925 donations)
o 56% Colorado
•Top International:
•Canada, Mexico, Puerto Rico, England, China
Estimated Results
Lodging: $112,500 revenue
30% attendees stayed in TOV: 488 people
Avg. amount spent on lodging/day: $225
Est. room nights booked: 500 room nights
Dining: $112,190 revenue
Non-overnight: 1,625 x $30 = $48,750
Overnight: 488 x $130 = $63,440
Shopping: $10,000
Other Activities: $15,000
Visitor Intent to Return:
94 Net Promoter Score vs. 78 in 2013
Weather, Location, 3 Decks, Website
Estimated Return on Investment (ROI)*
TOV Spending Generated: $250,000
Ratio of revenue vs. funding: 25:1
Sales Tax Generated: $10,000
* 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 information:
http://www.vailgov.com/subpage.asp?dept_id=48
Topline Marketing Efforts
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PR: 74 feature stories in 39 media outlets
Magazine: 10 full page ads in Front Range & mountain publications
Newspaper: Ads in 8 mountain counties
Radio: Front Range & local ads and interviews on 14 stations (6 FR)
TV: 30 sec. spots in mountain regions
Beer: Pink Vail Fruit Ale (82 kegs in 15 restaurants)
Digital:
•Website: 45,000 unique visits to www.pinkvail.com
•Facebook: 65% increase in Likes
•Twitter: 105% increase in Followers
•Instagram: 359 hashtag promo participants (#PINKVAIL)
•YouTube: 1,600 views on 3 videos
Community Contribution
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•We own the world’s biggest ski day to conquer cancer.
•For a ski resort town, we have very few skier participation events.
•An event that promotes female skiing .
•Shaw Regional Cancer Center is one of the only comprehensive cancer centers
in a ski community in the world.
•The proceeds benefit Shaw’s “Spirit of Survival” program – providing free
exercise programs, nutrition coaching, emotional support, outdoor adventure
camps and activities, and more to all patients.
Sustainability – Pink Vail’s ‘Upcycled” Bags
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Mission Wear Bags
Pink Vail used over 40 old vinyl
event banners to create one-
of-a-kind Pink Vail tote bags.
Mission Wear offers jobs to
women in Denver who have
obstacles to employment,
helping them achieve self-
sufficiency.
Pink Vail: April 5, 2014
Michael Holton
Dir. of Marketing
VVMC & Shaw
Cancer Center
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