HomeMy WebLinkAbout3.i.1. 2014 Colorado Grand RecapEvent Recap: COLORADO GRAND
Commission on Special Events
November, 2014
Photo by Jack Affleck
A Post Event Review of Colorado Grand
September 12 and 13, 2014
Event Producer Angie Getchel, Event Coordinator/Administrator
Office and Mobile: 720.670.6433
info@coloradogrand.org
2 Town of Vail | CSE | 12/15/11
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3 Town of Vail | CSE | 12/15/11
Standard of excellence met by:
•Drawing destination guests and locals to the LionsHead and Vail area, creating
business for the LionsHead and Vail merchants.
•Stretching the summer event calendar even further in to the month of September and
to attract guests to LionsHead, and Vail as a whole, for a longer period of time,
shrinking the shoulder season as much as possible. In addition, the entrants and
guests experience the Vail and Lionshead areas, enticing them to return on their own
for further exploration to this area. This year in particular was a huge success and
the addition of assistance from LionsHead Merchants was very valuable. There is a
mix of domestic, Canadian and international entrants and guests. The event drew in
both a local crowd as well as guests from the Front Range, including repeat guests,
completely filling the Village and creating a great amount of activity on what would
normally be a two fairly slow fall days in Vail. This has become a great tradition in
LionsHead Village and a truly iconic event for the Town of Vail.
Event Strengths & Weaknesses
4 Town of Vail | CSE | 12/15/11
Exceeded expectations: Added numerous giveaways and social aspect on both
Monday, September 8 and at the Finish Line September 12 at LionsHead.
Gave the LionsHead Village a sense of liveliness and activity during what would
otherwise be a very slow time.
Added value to the guest experience of those already in the Village and attracted
repeat Front Range guests and locals to the LionsHead area and the Town of Vail.
Further enforced the idea that events taking place late in the month of September can
be successful and lengthened the summer season in Vail.
Continued the tradition of a truly great event with great potential for growth and
development in the future; added color brochure of all vehicles with car information.
LionsHead Merchants played a key role in 2014 by handling the Finish Line, donating
to the silent auction and presenting a social aspect.
•Measures that could be taken for event improvement: Increasing
awareness for Front Range with LionsHead and Vail providing lodging packages
•For repeat event, comparison to past years: Each Year LionsHead
Merchants increase social aspect and Grand increases vintage car variety
Event Budget
5 Town of Vail | CSE | 12/15/11
•Total event budget: $60,000
•CSE funds: $2,500 to Colorado Grand (additional monies to
LionsHead Merchants)
•Profit and loss:
•Funding utilization: Car brochure, band, insurance, special event
licenses, permit, oil pans, participant brunch, finish plaques, finish
line awards (DVD), event workers, website and Concours info sheet
•In-kind sponsorship: Town of Vail
•Cash sponsorship: Colorado Grand Sponsors: Mercedes Benz,
RM Auctions, WeatherTech, Griot’s and Hagerty Insurance
* Event producer to attach detailed budget for recap
Estimated Results*
Attendance Numbers
6 Town of Vail | CSE | 12/15/11
* Based on survey results.
•Estimated attendance:
•Approximately 2,000 based on 770 cars entering LionsHead parking
structure by noon on September 13, our participants and guests
arriving via cars displayed in LionsHead Village and estimated numbers
of people from local hotels for the Concours; Finish Line totals were
approximately 1,000
•% of people in Vail specifically for event: An estimated 90% of those polled
were at LionsHead Village specifically for the Finish Line and Concours
•% of people attended previous years: There were many people from prior
years but also a number of new attendees. An estimated 80% were repeat
attendees.
Estimated Results*
Demographic Profile
7 Town of Vail | CSE | 12/15/11
•Attendees came from (local, regional, out of state, international): The
event seemed to draw a diverse crowd of both Vail Valley locals and destination
guests, many repeat guests. While some of the destination guests in attendance
drove to Vail specifically for the Colorado Grand event, others were already in the
Valley and therefore the event served as added value of their Vail experience. 35%
local; 50% regional; 10% out of state; 5% international
•Average age and income bracket of attendees: Primarily 30s and 40s;
unknown income bracket
* Based on survey results.
Estimated Results*
Event Attendee Estimated Spending
8 Town of Vail | CSE | 12/15/11
•Lodging:
•% attendees stayed in Town of Vail: 50%
•Average amount spent on lodging/day: $250
•Estimated room nights booked due to event association: Two
•Lodging call to action:
•Dining: $100/per day per person (in addition, Grand Participants were
each given a $75 voucher per person for our Dine Around on September 9)
•Shopping: $500
•Other Activities: $200
* Based on survey results.
Estimated Return on Investment (ROI)*
9 Town of Vail | CSE | 12/15/11
•Additional Town of Vail spending event generated: $750,000+
•Ratio of increased revenue to amount of funding received: 75%
•Sales tax revenue generated by event and accrued to Town of Vail
including sales and lodging tax: $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
Visitor Intent to Return*
10 Town of Vail | CSE | 12/15/11
Satisfaction ratings:
The Colorado Grand does draw repeat guests. Several locals had attended the year
before, attended this year and stated that they intend to continue to attend in the future.
Those that come from the Front Range specifically for this event also seem like very
loyal guests to the Grand and to the Vail area as a whole.
* Based on survey results.
Topline Marketing Efforts
11 Town of Vail | CSE | 12/15/11
•Advertising throughout the summer referencing the Grand •Smaller advertising efforts (e.g. check presenters, Sarah’s and Cati’s time with PR, etc.). •Press Releases sent to media outlets resulted in mention of the event in the Vail Daily •Interviews with radio and TV8 (broadcast from one of the cars at the Concours) •An email blast was sent to Front Range car clubs and local outlets to advertise lodging packages for the weekend of the event. •The event was listed on local websites such as, lionsheadsummer.com, vail.com, visitvailvalley.com, and vailpm.com. In addition, The Colorado Grand sent an email blast to all prior participants inviting them to the 2014 Finish Line/Concours d’Non Elegance and to take advantage of the beautiful fall weather and shopping for the weekend.
Community Contribution
12 Town of Vail | CSE | 12/15/11
•Impact on Vail’s sense of community: In line with the overall goal of all
LionsHead events for this summer, this event truly created a great sense of
community in Vail. Repeatedly guests walked through commenting on the change
in activity level and the liveliness of the Village. Additionally, it united the
LionsHead Merchants due to its presence throughout the Village as well as their
tremendous participation in this year’s event. The event truly showcased how
incredible fall in Vail can be and brought locals and destination guests out together
to enjoy it.
Sustainability Efforts
Green Measures
13 Town of Vail | CSE | 12/15/11
The Colorado Grand will continue to work with the Town of Vail on any efforts
necessary to support their dedication to producing “Green Events.”
Oil pans were placed to assure no oil dripped on LionsHead Plaza cobblestones
(and the majority being re-used each year after being cleaned) and recycled paper
was used for the Car Brochures passed out to guests. No food or drinks were
provided to guests.
Additional Information
14 Town of Vail | CSE | 12/15/11
•Article and photographs prepared by “Opposite Lock” describing
“The Grandest Car Show You’ve Never Heard Of”. We need to
make sure everyone has heard of the Colorado Grand and
comes to Vail to view the cars!
•Budget recap attached
Additional documents attached to presentation:
2014 COLORADO GRAND BUDGET RECAP
REVENUES:
Vail CSE Contribution 2,500
Other Sponsors/Contributions
The Colorado Grand 60,000
Town of Vail In Kind Services
Lionshead Merchants Association Ads, social, gifts, donations
TOTAL REVENUES: 62,500
EXPENSES:
Advertising
Signage LHMA Signage
Brochures & Programs LHMA Brochures partially paid with Grant
Newspaper Advertising
Misc. Publications/Front Range Clubs Grand Email Blasts
Radio Radio and TV8 Interviews
Entertainment 1,500
Event Operational Costs
Informational Car Brochures 2,500
Insurance 13,324
Special Event License/Permits 200
Oil Pans 600
Participants Brunch 18,000
Plaques/Car Decals 5,507
Finish Line Awards 18,000
Event Workers 8,500
Website 8,500
Concours Info Sheet to Entrants: Copies/Mailing 100
TOTAL EXPENSES: 76,731
NET INCOME/(Loss) (14,231)