HomeMy WebLinkAbout2.i. 2014 Vail Kids Adventure Club RecapEvent Recap: Vail Kids’ Adventure Club 2014
Lionshead, Colorado
Presented on October 1, 2014
Photo by Jack Affleck
Vail Kids’ Adventure Club
Saturdays, June 14 to August 9, 2014
J. Brian Hall
Event Producer
Blue Creek Productions, Inc.
Office: 970.926.5855
Mobile: 970.376.2594
brian@bluecreek.com
2Town
of
Vail
|
CSE
|
9/25/14
Vail Brand Compatibility
3Town
of
Vail
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CSE
|
9/25/14
Standard of excellence met by:
• A great staff - warm, enthusiastic, outgoing and caring, that come back
and work with us year after year.
Vail Brand Compatibility
4Town
of
Vail
|
CSE
|
9/25/14
Standard of excellence met by:
• Great outdoor event for the entire family. Families
could compete in
contest as a family. Family audience made up of
active visitors, 2nd
homeowners and area locals.
• High quality interactive and engaging activities &
educational
presentations. You could have fun and learn
something cool from
experts in their field.
• Strong sense of welcome and hospitality, superior
guest service &
customer interaction proven in guest comments
Vail Brand Compatibility
5Town
of
Vail
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CSE
|
9/25/14
Standard of excellence met by:
• Engaging partnerships with Town of Vail Fire Department and other
local events for maximum impact of all- Vail Arts Festival, Vail America
Days & Vail Intl. Dance Festival
Event Strengths & Weaknesses
6Town
of
Vail
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CSE
|
9/25/14
• Exceeded expectations: Increased ability to have more families participate
in activities and contests. Increased family activities, contests, competitions and
educational presentations for more participation, increased social marketing -
saw results, strong positive comments from guests in surveys. Added more staff
to work with families. Passionate involvement in family/kid games & challenges.
Strong communication plan with Lionshead/Vail Lodges and LH event partners.
Added 3rd party guest surveys.
• Measures that could be taken for event improvement: We may look at
longer hours, and adding more activities. More activities for Tweens. Continue
to strengthen PR/Marketing plan.
• For repeat event, comparison to past years: Doing it earlier in the day
helped us avoid the consistent rains and wind in the afternoon. High number
return guests/raving fans, able to better partner with other events and retailers
to increase impact of event.
Event Budget
7Town
of
Vail
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CSE
|
9/25/14
•Total event budget: $21,500.00
•CSE funds: $20,000.00
•In-kind sponsorship: $4,500.00 (Blue Moose)
•Cash sponsorship: $1,500.00
* Detailed budget attached
Estimated Results*
8Town
of
Vail
|
CSE
|
9/25/14
*
Based
on
Intercept
survey
results.
•EsGmated
aIendance:
5,425
*17%
increase
over
2013
•We
did
a
live
count
using
a
grid
method
throughout
event
to
es:mate
a;endance.
June
15
345
June
22
455
June
29
525
July
6
950
July
13
620
July
21
535
July
27
485
August
3
445
August
10
595
•%
of
people
in
Vail
specifically
for
event:
20%
•%
of
people
a;ended
previous
years:
26%
•On
average,
respondents
a;ended
approximately
1.9
Clubs
in
2014.
•70%
of
1st
:me
a;endees
are
“Very”
or
“Extremely
Likely”
to
return
in
future.
Estimated Results*
9Town
of
Vail
|
CSE
|
9/25/14
•AIendees
came
from
(local,
regional,
out
of
state,
internaGonal):
8%
were
locals,
91%
were
overnight
visitors
(overall
aIendees)
*76%
of
those
staying
in
paid
lodging
•Average
age
-‐
Adult:
40,
Child:
6.5
•Income
bracket
of
aIendees:
12%
$500,000+
25%
$200,000-‐$499,999
33%
$100.000-‐$199,000
16%
$75,000-‐$99,000
13%
Below
$74,999
*
Based
on
survey
results.
Estimated Results*
10Town
of
Vail
|
CSE
|
9/25/14
•Lodging:
•%
aIendees
stayed
in
Town
of
Vail:
76%
•Average
amount
spent
on
lodging/day:
*average
4.8
nights
•EsGmated
room
nights
booked
due
to
event
associaGon:
•Lodging
call
to
acGon:
visitvailvalley.com
and
Lionshead
Lodges
•Other
AcGviGes:
Hiking,
swimming,
traveling.
•Life
Style
Categories:
Traveler,
Wine
&
Foodie,
and
Sports
enthusiast
*
Based
on
survey
results.
Estimated Return on Investment (ROI)*
11Town
of
Vail
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CSE
|
9/25/14
•AddiGonal
Town
of
Vail
spending
event
generated:
$128,000.00
•RaGo
of
increased
revenue
to
amount
of
funding
received:
64%
•Sales
tax
revenue
generated
by
event
and
accrued
to
Town
of
Vail
including
sales
and
lodging
tax:**
$51,200.00
*
Based
on
survey
results.
**
The
TOV
collects
4%
sales
tax
with
the
excepGon
of
short-‐term
lodging
which
collects
5.4%
aaer
the
addiGon
of
a
1.4%
local
markeGng
district
tax.
For
more
informaGon:
hIp://www.vailgov.com/
subpage.asp?dept_id=48
Visitor Intent to Return*
12Town
of
Vail
|
CSE
|
9/25/14
SaGsfacGon
raGngs:
75%
of
respondents
are
“Very”
or
Extremely
likely”
to
return
*
Based
on
survey
results.
Topline Marketing Efforts
13Town
of
Vail
|
CSE
|
9/25/14
•Vail family specific event website, Facebook
page
Facebook
ads
and
TwiIer
account
and
sGckers
to
promote
Vail
Kids
Adventure
Club
and
other
Vail
family
events.
Topline Marketing Efforts
14Town
of
Vail
|
CSE
|
9/25/14
•
Followed
TOV-‐CSE
markeGng
guidelines,
listed
in
Vail
Summer
MarkeGng
ads
•
DistribuGon
to
all
local
&
regional
events
calendars
and
info
venues
•
MulGple
poster,
flyer
&
digital
piece
creaGons
and
distribuGon
•
DistribuGon
of
digital
fliers
&
info
sheets
for
inclusion
in
hotel
&
lodge
promoGonal
programs
•
VKAC
staff
visited
Hotels
&
shops
to
meet
staff
and
talk
up
event.
•
Social
media
promoGon
update
pre
&
post
events
•
Regular
email
blast
to
400
addresses
in
our
fan
club
Community Contribution
15Town
of
Vail
|
CSE
|
9/25/14
Impact on Vail’s sense of community:
• The Lionshead FFC creates a great sense of welcome,
hospitality and community in Vail. It made guests feel
welcomed in our town.
• Free fun for kids, happy and relaxing times for the
parents and grandparents. We get a great chance to
talk to the parents and we believe that gives our
guests a great idea of what the people of Vail are like,
what our community is all about.
• They were pleasantly surprised that these activities
for their kids were free and commented on how
wonderful the staff was with their kids.
• Quality, educational special presentations from
professional groups
• Strong relationships & friendships lead to Repeat
guests. They know us.
Sustainability Efforts
16Town
of
Vail
|
CSE
|
9/25/14
•Many of our “special presenters” were chosen
for
their
“ECO
&
Green”
themes
and
content.
(Nature’s
Educators
&
Raptor
Ed
FoundaGon)
•We
chose
“green”
arts
&
craas
supplies
whenever
possible.
Discarded
supplies
were
sorted
and
returned
to
supply
staGons
for
reuse.
•We
created
games
and
acGviGes
that
featured
“green”
themes
and
uniGzed
recycled
materials
•Staff
members
car
pooled
into
Vail
from
home.
•Trash
was
sorted
using
TOV
receptacles
Additional Information
17Town
of
Vail
|
CSE
|
9/25/14
Some comments from our guests:
• Kids really liked the hula hoop contest
• Great idea and well done, thanks...
• Great idea for kids of all ages
• Very well organized, good quality events, Good music...
• Great, Love the opportunity for children to enjoy creative play, great
break....
• Pizza Toss was the best!We loved it so much, so much fun for the
kids, thank you...
• So much fun with activities for a range of ages...
• Great fun for our kids, they had a blast, keep it going!
Additional Information
18Town
of
Vail
|
CSE
|
9/25/14
Intercept
Insight
Survey
-‐
Es3mated
Revenue
Genera3on
Additional Information
19Town
of
Vail
|
CSE
|
9/25/14
Intercept
Insight
Survey
-‐
Overview
and
Summary
It
is
important
to
remember
that
this
is
a
tool
for
gathering
event
a3endees’
opinions
and
feedback.
Many
of
the
results
are
presented
in
terms
of
percentages.
Intercept
Insight,
LLC
encourages
readers
to
consider
the
overall
direc?on
that
is
suggested
rather
than
only
the
sta?s?cs.
Note
that
the
margin
of
error
is
different
for
every
single
ques?on
response
on
the
survey
depending
on
the
sample
sizes,
propor?on
of
responses,
and
number
of
answer
categories
for
each
ques?on.
As
a
general
comment,
it
is
some?mes
more
appropriate
to
focus
a3en?on
on
the
general
trends
and
pa3erns
in
the
data
rather
than
on
the
individual
percentages.
The
Vail
Kids
Adventure
Club
engaged
Intercept
Insight,
LLC
for
research
services
pertaining
to
the
annual
Adventure
Club.
These
services
included
strategy
and
execu?on,
survey
development,
programming,
analysis,
and
repor?ng.
The
es?mated
a3endance
was
approximately
5,425
(provided
by
Vail
Kids
Adventure
Club)
over
the
course
of
nine
events.
85
people
responded
to
the
in-‐person
intercepts,
which
results
in
an
overall
margin
for
error
of
10.5%
at
a
95%
confidence
interval.
20%
of
the
respondents
came
to
Vail
specifically
for
the
Adventure
Club
this
year.
75%
of
the
respondents
are
“Very”
or
“Extremely
likely”
to
return
in
the
future.
74%
of
the
respondents
were
first-‐?me
a3endees,
of
which
70%
are
‘Very’
or
‘Extremely
likely’
to
return
in
the
future.
The
Adventure
Club
achieved
a
Net
Promoter
Score
of
60,
with
65%
of
the
respondents
classified
as
“Promoters”.
Overall
Sa?sfac?on
with
the
Adventure
Club
earned
a
mean
sa?sfac?on
ra?ng
of
4.7
on
a
scale
of
1
to
5,
where
1=Not
at
all
sa?sfied
and
5=Extremely
sa?sfied.
Many
suggested
having
a
few
more
ac?vi?es
when
asked
“Is
there
one
thing
we
can
do
to
enhance
your
experience
in
the
future?”.
“Walked
upon”
was
selected
most
(42%),
followed
by
the
“Website”
(19%)
when
asked
“How
did
you
hear
about
and/or
where
did
you
see
adver?sing
for
the
Adventure
Club
this
year?”.
Of
those
who
came
to
Vail
for
the
Adventure
Club,
41%
were
local
visitors,
and
53%
were
overnight
guests.
Of
the
overnight
guests
who
stayed
in
paid
lodging,
76%
stayed
within
Vail.
The
average
nights
stayed
in
paid
lodging
in
Vail
was
4.8
nights.
The
revenue
genera?on
from
the
Vail
Kids
Adventure
Club
to
Vail
was
es?mated
to
be
approximately
$128K
(+/-‐
20%).
99%
a3ended
with
“Family
(including
children)”.
Each
family
a3ended
with
an
average
of
2.7
children,
with
an
average
age
of
6.4.
The
average
age
of
the
respondents
was
40,
87%
have
a
BA
Degree
or
higher,
and
70%
earn
a
household
income
of
$100K+.
Hiking,
swimming,
and
traveling
were
the
most
popular
summer-‐?me
ac?vi?es
men?oned
by
the
respondents.
The
majority
of
the
respondent’s
lifestyles
fit
into
the
“Traveler”,
“Wine
&
Foodie”,
and
“Sports
enthusiast”
categories.
Additional Information
20Town
of
Vail
|
CSE
|
9/25/14
Intercept
Insight
Survey
-‐
Highlights
Es?mated
revenue
genera?on
for
Vail
-‐
$128K
(+/-‐20%)
20%
of
the
respondents
came
to
Vail
specifically
for
the
event
Intent
to
Return
–
75%
rated
“Very”
or
“Extremely
Likely”
Overall
Sa?sfac?on
–
4.7
(Using
a
scale
of
1
to
5,
where
1=Not
at
all
sa?sfied
and
5=Extremely
sa?sfied)
Walked
Upon
and
Website
-‐
selected
most
when
asked
“How
did
you
hear
and/or
where
did
you
see
adver?sing
for
the
event?”
Net
Promoter
Score
–
60
8%
were
locals,
and
91%
were
overnight
visitors
(overall
a3endees)
76%
of
those
staying
in
paid
lodging,
stayed
in
Vail
Average
nights
stayed
in
paid
lodging
within
Vail
–
4.8
Average
group
size
of
paid
lodging
guests
within
Vail
–
4.4
Average
age
of
respondents
–
40
Average
age
of
children
in
a3endance
–
6.4
Lifestyle
categories
–
Traveler,
Wine
&
Foodie,
and
Sports
enthusiast
Favorite
summer-‐?me
ac?vi?es
–
hiking,
swimming,
and
traveling