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Home My WebLink About2014 Peak Wellness_ RecapEvent Recap: Peak Wellness Retreat & PWR Her Women in Wellness Weekend Commission on Special Events November 12th, 2014 Photo by Jack Affleck PWRher Women in Wellness Weekend Peak Wellness Retreat, Lauren Arnold and Gaby Milhoan, Co-Founders Office: 877.854.2718 Mobile: 970.343.0419 gaby@peakwellnessretreat.com lauren@peakwellnessretreat.com 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: •Laid the groundwork to position Vail as the healthiest mountain destination on earth. •Generated local awareness of new health & wellness resource in our own community. •Established a simplified ‘concierge medicine’ program with VVMC for Peak Wellness Retreat clients. •Brought incremental revenue for lodging, facility, F&B, medical, and activity partners. •Perfectly aligned with the Eagle County and TOV Economic Plans and Vail Resorts 2014 Summer brand messaging of health, education, travel/tourism. •Brings new non-skiers to Vail, the “Wellness Traveler.” Event Strengths & Weaknesses 4 Town of Vail | CSE | 12/15/11 •Exceeded expectations: •Clients’ happiness with PWR programs has generated demand for winter PWR programming – we will operate 2-3 retreats this winter. •100% satisfaction from PWR attendees, especially from the unanticipated local market. •Established a core group of H&W leaders in Vail’s community. •Created business collaboration with multiple new healthcare, activity providers, restaurants, and wellness professionals. •Measures that could be taken for event improvement: •Greater lead time on marketing efforts •Improved marketing support from lodging and activity partners •National and statewide marketing and PR efforts •Secure sponsorships •We were unable to achieve our group size and total revenue goals because we limited our group size to ensure each guest received an intimate and amazing experience. We will grow group size next year now that we have some experience under our belts. Event Budget 5 Town of Vail | CSE | 12/15/11 •Total event budget: see chart at right •See full budgets in budget attachment •CSE funds: $24,140 •Profit and loss: •Women’s Weekend: $4,762 •Test Group: ($8,595) •TBO: $2,590 •Custom Retreats: $819 •November Program: $2,236 •Peak Overall Business YTD: ($784) •Funding utilization: 100% •In-kind sponsorship: none •Cash sponsorship: none 2014 Total PWR Budget - Actual Total Expenses $73,502 Total Marketing Budget $20,400 CSE Funding $24,140 % of Total budget 33% Estimated Results* Attendance Numbers 6 Town of Vail | CSE | 12/15/11 •Estimated attendance: 34 total retreat guests •PWRher Women in Wellness Weekend: 11 •Total Body Overhaul: 3 •Custom Retreats: 13 •November Program (Nov 21-23): 7 •Speaker Series: 28 on average, 49 at highest •% of people in Vail specifically for event: •PWRher Women in Wellness Weekend: 18% •Total Body Overhaul: 66% •Custom Retreats: 70% •November Program: 100% •Speaker Series: 0% Estimated Results Demographic Profile 7 Town of Vail | CSE | 12/15/11 •Attendees came from: •Local: 45% •Colorado: 22% •Out of state: 33% •Average age and income bracket of attendees: •Age: 55-70 •87% Women, 13% Men •$250k ++ annually Estimated Results Event Attendee Estimated Spending: $65,202 8 Town of Vail | CSE | 12/15/11 •Lodging: $11,677 •$6,812 PWR paid, $4,865 PWR clients paid direct •% attendees stayed in Town of Vail: 48% •Average amount spent on lodging/day: $126 •Estimated room nights booked due to event association: 93 •Lodging call to action: https://peakwellnessretreat.com/book-now/ •Dining: $12,707 •PWR paid $9,987 PWR paid •On average each guest spent an additional $80 on F&B: $2,720 est •Shopping: $4,080 •On average, PWR guest spent $120 on shopping •Other Activities: $24,487 •Medical/Testing: $8,661 •Fitness/Spa Providers: $12,564 •Activity/Adventure: $3,262 •Professional Services (Seminars/Educations): $6,997 •Other: $5,254 Activity, $3,262 Fitness/Spa, $12,564 Dining, $12,707 Lodging, $11,677 Professiona l Services , $6,997 Medical/Testing, $8,661 Shopping, $4,080 Other, $5,254 Estimated Return on Investment (ROI)* 9 Town of Vail | CSE | 12/15/11 •Additional Town of Vail spending event generated TOTAL: $65,202 •Ratio of increased revenue to amount of funding received: 2.7:1 (170%) •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** •Lodging $630 •Dining $508 •Shopping $163 ** 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: Overall how would you rate this event? Response: 100% excellent (22 of 33 surveyed responded) “I’m sad to see it end, I guess is the best way to say it. I could just keep coming back, learning more and doing more stuff. The take away from this was just what I needed.” “This retreat was a great way to get exposure for your company through locals. I think you should do it more than once a year.” “I thought it was first class. You all thought of every detail” “The science behind the metabolic testing is top notch. I really enjoyed hiking and connecting with nature and being exposed to everything Vail has to offer in a concise, simplified package. I will be back and I will tell my friends.” * Based on survey results. Topline Marketing Efforts 11 Town of Vail | CSE | 12/15/11 Print: •Vail Daily: 10 full page ads, 8 ½ page ads, two editorials •2000 fliers distributed in Vail Valley Radio: •KZYR: 90 x :30 sec spots and 4 x 2-3 minute interview •101.7 KSKE/ 92.3 The Lift: 25 x :30 sec spots and 5 x 2-3 min interviews •20 minute interview with David Bock Aspen Sports Radio Online: •E-blasts to our Database of 15,000 •Newsletter inclusion: VVP, Slifer, VVF, Cordillera members, VAC •Robust Social Media program on PWR, VAC, and activity partners pages •Vail Resorts blog feature PR •Press Release to Kristin Yantis and Vail Homeowners Association •Concierge program outreach Community Contribution 12 Town of Vail | CSE | 12/15/11 Our #1 goal of establishing Peak Wellness Retreat was to foster business collaboration and communitize wellness as an economic driver. After our first season, we can successfully say we’ve done that! •Fitness professionals working side-by-side that previously viewed each other as competition. •Created simplified, packaged access to numerous health & wellness offerings in Vail for the consumer. •Provided concierge wellness to locals, destination travelers and second homeowners. •Local peak participants have established workout clubs and accountability groups post retreat! Sustainability Efforts Green Measures 13 Town of Vail | CSE | 12/15/11 •With only two employees, PWR has a very low carbon footprint and we diligently try to maintain sustainable practices. •We partner with eco-friendly organizations Vail Resorts, Vail Mountain Lodge, Terra Bistro and more. •We are in discussions with Vail Valley Foundation to establish a community wellness fund to benefit local entrepreneurs in the health and wellness industry. •We work exclusively with permitted professionals on National Forest Service land to ensure conservation efforts are maintained at all times. •Whenever possible, we source local meat and produce to support Colorado producers. Potential for Growth 14 Town of Vail | CSE | 12/15/11 •We are in development of the Corporate “Get Fit Meetings” concept in collaboration with Vail Resorts, Vail Cascade and any other interested lodging partner. We have finalized the program and pricing structure and will be launching wide scale outreach to lodging and community group sales teams. •Athlete Evolution pitch to NFL – we have finalized this product in collaboration with Jeff Morgan, Sigma Human Performance, VVMC & Howard Head and will be pitching to the NFL before year end. This is a larger concept and the business model is an annual contract in place of per person revenue. This could bring substantial guaranteed revenue to multiple TOV medical, fitness, dining and lodging partners. •Leverage more in-kind sponsorships – We need to secure cash and in-kind sponsorship for effective marketing and PR with enough of a lead time. Should November revenue projections remain as is, PWR will be showing a nominal loss(not bad for our first year, but) and be in a cash position of on $1,450 operating capital to carry us over the next 2-5 months. Securing sponsor dollars will result in the ability to market with a better lead time and grow the actual revenue above 2015 projections •Continue to develop dine around program and incorporate more restaurants •Increase hotel partners, concierge program, and group sales team participation PWRher Women in Wellness Weekend Video 15 Town of Vail | CSE | 12/15/11 : 2015 Funding Request Summary 16 Town of Vail | CSE | 12/15/11 •After our test group, we decided to scale back our projected capacity to be mindful, thorough, and to provide the best possible experience to every PWR guest. •With this decision, we achieved 57% of our anticipated total attendees (34/60) and $64,427 in annual revenue in our first operational year. (A bit more realistic than our projections!) •Based on our actualized first year ROI of 2.7:1 with a funding allocation of $24,140, we anticipate growing our business to provide upwards of $200k to TOV business and an increased ROI to 4:1 in 2015. How will we do this? With greater marketing lead time, enhanced sales efforts, and your support of the following: •$12,500: Marketing, Advertising, PR support (including video development) •$10,000: Get Fit Meeting program development with VR & lodging partners •$10,000: Concierge Medicine program development with VVMC •$5,000: Dine-around and activity program expansion to add more Vail partners •$5,000: Development of lodging and concierge referral program •$7,500: Second Annual Women’s weekend (2014 budget + 10%) PWR 2015 Updated Budget 17 Town of Vail | CSE | 12/15/11 2015 PWR Total Budget – Projected June 2014 (per application) Total Expenses $540,205 Total PWR Marketing Budget $55,190 CSE Contribution $50,000 % of Total Expenses 10% 2015 PWR Total Budget – Actual as of November 2014 Total Expenses $364,000 CSE Contribution $50,000 % of Total Expenses 14% Total PWR Marketing Budget 48,500 CSE In-Kind Marketing Support $15,000 IK support % of total marketing budget 31% Thanks for your support in making Vail the healthiest place on earth! 18 Town of Vail | CSE | 12/15/11 :