HomeMy WebLinkAbout2015 Kids Adventure Games RecapSurveyed Event Recap:
Vail Kids Adventure Games
October 7, 2015
Vail Kids Adventure Games™: August 5-9, 2015
Hélène Mattison
Kids Adventure Games, LLC
970-401-3804
helene@kidsadventuregames.com
Beth Pappas
Vail Recreation District, Event Manager
Office: 970-479-2280
Mobile: 970-471-5352
bpappas@vailrec.com
2Town of Vail | CSE | 10/07/2015
Attendance Estimate
3
How to impact attendance in 2016:
•NEW Course -market to repeat athletes to create excitement
around the race venue
•Friday night Parent vs. Kids mini race
•Invite teams from other events in the National Series to the Vail
Kids Adventure Games™
•National media partner to increase exposure to destination
participants
Town of Vail | CSE | 10/07/2015
•Total Estimated attendance:
8,519
•378 Teams
•756 Participants
•2,983 Family Members
•4,500 Expo Participants
•280 Mud Run
Competitors
•% of people in Vail specifically for
event: 89%
•52% of the attendees had
attended the Games in the past
Visitor Type
4
•An increase in participants from the Front Range, Denver and out -of-state who
specifically came to Vail for this event, scheduling their vacation around the event
•As the event is gaining national awareness, we expect destination and in -state,
overnight attendance to increase. Vail is the marquee event of the national series
•To optimize visitor mix, research is underway for a strategic marketing push in Vail’s
key markets to include advertisements, emails, etc.
Town of Vail | CSE | 10/07/2015
Overall Visitor Profile
5
•Target demographics are families who want to spend
their vacation participating in outdoor activities
•Surveys confirm we reached our target demographic
area
•Continue focusing advertising and marketing to
families who are active and seeking a healthy lifestyle
•Continue to solicit sponsorships/partnerships that are
inline with this active healthy market, thus reaching a
much larger audience
Town of Vail | CSE | 10/07/2015
0%
20%
40%
60%
80%
100%70%
42%58%
33%30%33%
9%15%11%1%
88%
55%54%48%34%32%32%24%17%11%8%4%4%
Intercept Insights Survey: Vail Kids Adventure Games -Lifestyle Categories
(Multiple Response)
2014 2015
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
6
•Events take place over five days,
increasing overnight visitation in Vail
•Family Adventure Expo, watching other
kids race, as well engaging families to
volunteer on their non-race days made it
fun for families to be in town for several
days
•Lodging call to action:
www.kidsadventuregames.com directed
participants to three key lodging partners
•The Austria Haus
•Antler’s at Vail
•Evergreen Lodge
Town of Vail | CSE | 10/07/2015
Role/Importance of Event in Intent to Visit Vail
7
•Because of the event structure with mid-week clinics and racing Friday through Sunday,
participants were mostly likely to extend their overnight visitation to Vail. As an example, our
younger, less experienced racers participated in the skills clinics and then did not race until
Saturday or Sunday, which extended their time in Vail. The skills clinics sold out once again.
•58% of the skills clinics participants were overnight guests
•To increase the number of overnight Vail guests coming for the event next year, we will need to
focus advertising in regional and national markets, cross-promote with like-minded events and
add additional events during the Games
Town of Vail | CSE | 10/07/2015
NPS (Net Promoter Score)/Likelihood to Recommend
8
•Intercept Insight Survey: The Net Promoter
Score increased by nine points from 2014.
To increase this score for 2016:
•Improve flow of race course to
minimize congestion in the village
and continue to deliver a world
class experience for participants
and the general public
Town of Vail | CSE | 10/07/2015
0%20%40%60%80%100%
0=Not at all Likely
1
2
3
4
5
6
7
8
9
10=Extremely likely
Li
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l
i
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o
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o
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o
m
m
e
n
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Vail Kids Adventure Games -Net Promoter Score
Passive Supporters -
8%
Detractors -
0%
Promoters -
92%
2014 NPS -83
2015 NPS -92
N =149
NOTE:
RRC Survey: Top graph (n = 34) includes
people interviewed that had nothing to do
with the games (the detractors)
Intercept Insights Survey: The Bottom
Graph (n = 149) only include families who
participated in the Games.
Estimated Return on Investment (ROI) & Attendee Expenditures
9
To encourage spending in Vail:
•The skills clinics took place Wednesday and Thursday, while the races
were Friday through Sunday. The majority of skills clinic participants
were younger and raced on Saturday or Sunday, allowing for an
extended stay in Vail
•Races took place from 9 a.m. to 3 p.m. with awards after 3 p.m. to
encourage participants and their families explore Vail and its offerings
•The Family Adventure Expo had new, fun, free, attractions that
encouraged families to come out on non-race days
•The older kids raced on Friday, which encouraged younger kids to come
out and watch the races, thus spend more time in Vail
Town of Vail | CSE | 10/07/2015
Vail Brand Compatibility
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Standard of excellence met by:
•Uniqueness of this event aligns with
Vail’s “Like Nothing On Earth” brand
•Marquee summer event for active
families living in and visiting Colorado
•Epitomizes Vail’s focus on Health,
Wellness and Family Activities
•Contributes to Vail’s sense of
community
•Increasingly a destination event
drawing out-of-town participation,
overnight stays and ancillary spending
The Premier International Mountain Resort Community
Event Strengths & Weaknesses
11Town of Vail | CSE | 10/07/2015
Exceeded Expectations:
•Net promoter score increased from 83% to 92%
•Previous successful events increased word-of-mouth promotion resulting in sold-out
competition for the sixth year in a row. Race was sold out by early July
•Regional and national marketing and public relations efforts kept destination
participation at nearly 50% of total attendance and extended average length of stay
•Five-day event allowed for additional ancillary events for non-competitors and an
expanded event expo at Solaris
•Family Mud Run attracted 300 participants, most of which came from outside of
Eagle County
•2-day interactive expo at Solaris increased traffic within Vail and promoted event
awareness within Village
•Rerouting of busses and bike dismount areas made for a more pedestrian friendly
experience, as well as not overlapping expo and clinic days
•Expanded spectator guide included event info and family-friendly dinning, shopping and
activities guide
•Additional in-town race signage improved traffic flow and event presence
Event Strengths & Weaknesses
12Town of Vail | CSE | 10/07/2015
Exceeded Expectations:
•Modified race route eased congestion in the village; racer-public interface on Bridge
Street was addressed successfully
•2014 unanticipated Mud Run impacts (dirty fountains) were avoided by working with
Public Works to turn off the fountains during the time frame the Mud Run takes place;
more rinse stations at race finish. Event staff also monitored the fountains
•Improved marketing signage and banner plan, such as the addition of banners in Vail’s
roundabout
•Increased participant numbers required additional resources on course, which we were
able to address to some extent
•i.e. additional staff and obstacles to avoid lengthy backups
•Exceptional event staff acted as ambassadors for Vail and enhanced the overall
impression of the community
Event Strengths & Weaknesses
13
Measures that could be taken for event improvement:
•As traffic and visitors have increased in the village corridor, the race route
needs to be modified to keep it out of the village and reduce racer-public
interface and negative experiences
•In order for participation numbers to increase, the course needs to be
redesigned to allow more athletes without increasing congestion at
obstacles: we are looking at clover-leaf start of the course
•The race course route itself needs to be rejuvenated to keep alumni racers
coming back
•With additional ancillary events happening simultaneously at multiple
locations, need for staff and volunteers continues to increase
•As destination participation increases, communication, planning and
equipment requirements need to evolve
•In order to attract National Sponsors we need to improve brand awareness
and improved sponsorship fulfilment
•Better communication with TOV entities and adjacent properties (ie.
Delivery trucks at Checkpoint Charlie on Friday
Town of Vail | CSE | 10/07/2015
Community Contribution
14
Describe how the event impacted Vail’s sense of
community:
•Over 250 citizens and alumni athletes volunteered and
supported the event, over five days
•Youth organizations were able to raise funds for
working the event, including Vail Soccer Club,
FBLA, BMHS Cross Country, Best Buddies, etc.
•The 12-14 year olds raced on the first day, which
allowed them to be involved and mentor on course at
the race the next two days, thus increasing their
personal ownership in the event.
•Increased local vendor support: in-kind as well as cash
•Expanded growth of the expo with more vendors at
Solaris
•Local Sport Club demonstrations at Mountain Plaza
during the awards party
Town of Vail | CSE | 10/07/2015
Topline Marketing Efforts
15Town of Vail | CSE | 10/07/2015
•Regional Print/Online Advertising
•U.S Family Guide
•Elevation Outdoors
•The Parents Handbook
•The Vail Daily
•Local Radio Advertising
•KZYR
•KSKE
•Local and Regional Television
•TV8 Vail
•9 News
•Email Blasts
•Database = 4,500 qualified emails
•Onsite Event Promotion
•GoPro Mountain Games
•Press Releases & Public Relations Efforts
•Social Networking Sites
•Facebook
•Twitter
•Bloggers
•Denver Post
•What To Do Vail
•Colorado Parent
•Go Pro MTN Games Guide
•Spectator Guide
•YouTube
•Instagram
Potential for Growth & Sponsorships/Media Exposure
16
•Documentary was made by AT&T U-Verse on the Kids
Adventure Games, airing this fall –date TBD-raising
awareness of the event and Vail in particular
•By partnering with non-profits we will be able to make
the Games more accessible
•President's Council on Fitness, Sports & Nutrition has
requested a presentation on the event, as well as
American Airlines’ “Snowflake Express”: Serving the
children of our fallen military heroes.
•Horizon, GoPro and Clif Bar witnessed the event first-
hand by participating in the Expo and races; which should
generate more sponsorship participation
•Industry word of mouth (Horizon, GoPro and Clif Bar)
reaching out to others in respect to validity of the event
•Possible Championships in Vail moving forward
•Potential for national media partner
Town of Vail | CSE | 10/07/2015
Sustainability Efforts
17
•Recycling at expo, race and after party
•Participants refill reusable water bottles/containers
•Race Director brings environmental message to the event
by awarding the teams that took the time to respect the
environment while they raced and collected the most
trash along the race course
•Spectator guide printed on recycled paper with soy ink
•“Leave No Trace” discussion of our race venue and its
value in pre-race communications and race meetings
•Horizon Organic products packaged and served in recycled
materials
The Town of Vail is committed to the stewardship and
protection of our unique mountain environment. In
consideration of both our local and global impacts and
opportunities, our environmental vision is to demonstrate and
promote: renewable energy, resource efficiency, ecosystem
protection, and community awareness and education.
Town of Vail | CSE | 10/07/2015
Event Budget 2015
18
•Total event budget: $142,010
•CSE funds: $44,500
•Profit and loss: $0
•Funding utilization:
•Marketing $12,5 k
•Solaris Expo $15 k
•Safety Staff $ 15,5 k
•Awards Parties $1.5 k
•In-kind sponsorship: 28,500
•Cash sponsorship: $15,750
Town of Vail | CSE | 10/07/2015
Additional Information/Appendix
19Town of Vail | CSE | 10/07/2015
Additional documents attached to presentation:
•Appendix A: Budget Detail
•Appendix B: ROI Explanation
•Appendix C: Editorial Examples
•Appendix D: 2015 Spectator Guide
•Appendix E: RRC Survey Dashboard
•Appendix F: Intercept Insight, LLC Survey;
Overview and Summary
Appendix A: Budget Detail
20Town of Vail | CSE | 10/07/2015
2015 Vail Kids Adventure Games Budget
Revenue Actual
TOV contribution $ 44,500
Sponsorship $ 15,750
Spectator Guide Ads $ 10,500
Entry Fees $ 71,260
Total Revenue $ 142,010
Expenses
Advertising/Marketing $ 12,500
Race/Athlete Expenses $ 10,500
Volunteer Supplies $ 4,800
Course Supplies $ 7,500
Operating Expenses $ 8,500
Contract Labor $ 47,000
Expo expenses $ 14,000
Spectator Guide $ 6,000
Admin Expenses $ 6,350
Kids AG Event Fees $ 12,860
VRD Event Production Fees $ 12,000
Total Expenses $ 142,010
Total Income $ -
Appendix B: ROI Detail
21
2015 Kids Adventure Games Race Only
Number of Event Participants: 756
Average Number of people in group: 4
Total number of event-specific attendees: 3,024
Incremental Room Nights:
# of participants: 756
Percentage of participants using paid lodging in Vail: 25%
Average night stay in Vail: 4
Total Incremental Room Nights: 756
Incremental Spending:
Estimated total attendance: 3,024
Average amount spent per person: $125
Number of days in Vail: 3
Subtotal spent on event days: $1,134,000
Average lodging price per night: $225
Incremental room nights: 756
Subtotal spent on lodging: $170,100
Total Estimated Incremental Spending of Race Attendees: $1,304,100
2015 Vail Kids Adventure Games Mud Run
Number of Event Participants: 335
Average Number of People in Group: 2
Total number of event specific attendees: 770
Incremental Room Nights:
# of participants = 335
Percentage of participants using paid lodging in Vail (unique to Mud Run) =
9.7%
Average night stay in Vail = 2
Total Incremental room nights= 65 room nights
Incremental Spending:
Estimated total attendance 308 people (40%) just did the Mud Run
Average amount spent per person = $125
Number of days in Vail = 1.6
Subtotal spent on event: $61,600
Average lodging price per night: $200
Incremental room nights: 65
Subtotal spent on Lodging = $13,000
Total Estimated Incremental Spending of Mud Run Attendees: $71,600Town of Vail ROI (Adventure Games + Mud Run)
Town of Vail CSE Investment: $44,500
Incremental Spending Generated: $1,375,700
TOV Sales Tax (4%): $55,028
TOV Lodging Tax (1.4%): $2,563.40
TOV Tax Income: $57,591.40
TOV Return on Investment: 1.25
*Information is based on 2015 post-event survey emailed to participants.
Appendix C: 2015 Editorial Examples
22Town of Vail | CSE | 10/07/2015
Appendix D: 2015 Spectator Guide Example
23Town of Vail | CSE | 10/07/2015
24Town of Vail | CSE | 10/07/2015
Appendix E: RRC Survey Dashboard
25Town of Vail | CSE | 10/07/2015
Appendix F: Intercept Insight, LLC Survey; Overview and Summary
The Vail Recreation District and Kids Adventure Games engaged Intercept Insight, LLC for research services pertaining to the 2015 Vail Kids
Adventure Games. These services included strategy and execution, survey development, programming, analysis, and reporting. A post-event
online survey was distributed to those who registered for the event. Based on the number of participants, and key metrics id entified within
the survey results, the estimated attendance was approximately 4,745; amounting to approximately 2,983 unique people over the course of
the event. 149 surveys were completed, which provides a 7.8% margin of error at a 95% confidence interval with the data coll ected.
52% of the participants were returning competitors, and 93% of the respondents are “Very” or “Extremely likely” to return in the future.
48% of the respondents had not participated in the past, of which 92% are “Very” or “Extremely likely” to return in the future. The Vail Kids
Adventure Games achieved a Net Promoter Score of 92, with 92% of the respondents classified as “Promoters”. Overall Satisfac tion with the
Games was high with a mean satisfaction rating of 4.7 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely sati sfied, and the
Games achieved a satisfaction score of 93 (scale 0-100).
“Friends/family” was selected most (66%), followed by the “VRD website” (16%) when asked “How did you hear about and/or where did you
see advertising for this event this year?”. 46% were local visitors, and 41% were overnight guests. Of the overnight guests who stayed in
paid lodging, 86% stayed within Vail. The average nights stayed in paid lodging in Vail was 3.0 nights. The Games were respo nsible for
generating approximately 321 room nights with an average nightly rate of $264 within Vail. The revenue generation from the G ames to Vail
was estimated to be approximately $355K (+/-20%).
61% attended with friends and family, followed by 26% attending with family (including children). Those who attended with fa mily (including
children) attended with an average of 2.1 children. The average age of the respondents over the age of 18 was 43.5, and the average age of
children under 18 was 8.8. Swimming, mountain biking, and hiking were the most popular summer -time activities mentioned by the
respondents. The majority of the respondent’s lifestyles fit into the “Sports enthusiast”, “Health and fitness”, and “Outdoo r enthusiast”
categories.