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Home My WebLink About2015 OUTLIER Offroad Festival RecapSurveyed Event Recap: Outlier Offroad Festival November 4, 2015 Outlier Offroad Festival : September 25-27, 2015 Mobile: 970.485.5847 mikemac@uncommoncommunications.net 2Town of Vail | CSE | 12/15/11 (INSERT presentation date HERE –then copy to each page) Attendance Estimate 3Town of Vail | CSE | 12/15/11(presentation date) •The single largest factor affecting industry attendance is awareness. With year one in the books (and an enthusiastic thumbs-‐up from endemic partners and attendees), we expect the festival to double in size in year two. 4 Visitor Type 5Town of Vail | CSE | 12/15/11(presentation date) •The visitor type was very close to what we expected. •As the event matures, it will influence visitation decisions for both enthusiasts and competitors –we’ll see more visitors from farther afield. •We’ll continue to place lodging offers front and center via web & direct email. Overall Visitor Profile 6Town of Vail | CSE | 12/15/11(presentation date) •25-‐55 years, AHI @ + $100K, balance between in state and OOS attendees •For the most part we reached our target demographic, but we think that in the future we’ll see more OOS attendance. •We’ll continue to market to potential out of state attendees with enhanced geo-‐ targeted social and email ad campaigns. 7 Overnight Visitor Profile : Overnight Visitors & Seasonal Residents Only Only 8Town of Vail | CSE | 12/15/11(presentation date) •We partnered with several different lodging properties (Arrabelle, The Ritz Carlton, The Lodge at Vail and Antlers) to provide a wide variety of options based on location and price. •These offers were prominently featured in web and email ad campaigns. •In 2016 we’ll leverage existing partnerships and broadcast them earlier in order to generate more room nights. Role/Importance of Event in Intent to Visit Vail 9Town of Vail | CSE | 12/15/11(presentation date) •We advertised in print, web and social channels. We also crafted a PR campaign aimed directly at journalists to encourage participation. •In addition to expanding demo offerings, next year we’d like to flesh out music, nightlife and core cultural offerings. We’d also like to position the town’s lodging properties as ideal partners for industry executives in order to facilitate intent to return. 10 NPS (Net Promoter Score)/Likelihood to Recommend 11Town of Vail | CSE | 12/15/11(presentation date) •We believe that the NPS scores accurately reflect our first year event. •There’s a lot of low hanging fruit out there for our team operationally –our knowledge of the venue and how the competitive logistics map out dwarfs where we were 2 months ago. We’re VERY excited for 2016. Estimated Return on Investment (ROI) & Attendee Expenditures 12Town of Vail | CSE | 12/15/11(presentation date) •We actively promoted local lodging and dining offers for the event. •In the future, we’d like to explore a retail component – possibly clearance items from summer or even pre -‐ shopping skis and outerware for winter. •We’d also like to incorporate a ski pass purchase element. 13 Vail Brand Compatibility The Premier International Mountain Resort Community 14Town of Vail | CSE | 12/15/11(presentation date) The event met the standard of excellence by: •Best in class partners (Vail, Town of Vail, SRAM, Scott Bikes, Mavic, POC, etc ) paired with a first rate brand presentation and compelling creative/advertising materials. •We feel that we’ve laid a significant foundation for years to come by creating respectful relationships with our land management and venue partners that delivered attendees to a true sidecountry experience. •Demo attendance (B to B) will grow significantly as the industry searches for non-‐desert based options. Vail and its fall colors presented well not only to the audience at the first level, but our wholesale consumer (cycling industry sales and marketing executives). Event Strengths & Weaknesses 15Town of Vail | CSE | 12/15/11(presentation date) •Exceeded expectations in these ways: •Event look and feel •Quality and quantity of demo brands •Measures that could be taken for event improvement: •Simple race logistics •More information sooner to consumers •Expanded map functionality •Enhanced integration of local partnerships 16 Community Contribution 17Town of Vail | CSE | 12/15/11(presentation date) •Describe how the event impacted Vail’s sense of community: •Vail is a true mountain town –the event (specifically the XC) showed participants a unique and scenic aspect few riders normally see. •Outlier complimented the farmer’s market and spirits festival without detracting from them. •As a shoulder season event positioned to grow in stature, Outlier cemented Vail’s connection to cycling, an element we consider a valuable strand in Colorado’s DNA. Topline Marketing Efforts 18Town of Vail | CSE | 12/15/11(presentation date) •Print advertisements in Mountain Flyer and Mountain Magazine. •Digital spend on leading vertical outlets including MTBR.com, MountainFlyer.com, DirtRag.com and VeloNews.com . •Granular and tactical social campaign featuring vibrant creative and headlines. Using FurtherFaster Media we developed a campaign that incorporated geotargeting and our extensive email database. •Solid first year web effort including GPS-‐driven mapping solution. •Fantastic media/VIP outreach with over 40 media attendees in year one. 19 Potential for Growth & Sponsorships/Media Exposure 20Town of Vail | CSE | 12/15/11(presentation date) •We can provide local merchants with a much better idea regarding how and when to integrate. •Once date is set, the bike industry will begin planning (and purchasing!) demo space, room nights, etc. •Media program is off to a good start and we had solid help from Malen-‐Yantis. We hope to expand upon that in 2016. •Non-‐endemic sponsors now have something solid upon which to form decisions. We’ll extend all efforts to partner with national and global brands that fit the brand and community profile. Sustainability Efforts 21Town of Vail | CSE | 12/15/11(presentation date) •Multiple recycling and trash containers were used throughout the venue and serviced consistently. •It’s a human-‐powered event in principle, and therefore uses little power itself. •All printed materials were on recycled paper and used soy-‐based inks. •We attempted to drive web traffic in lieu of using handouts whenever possible. •A “no-‐generator” policy was in place for vendors. •Timing computers were strategically located to take advantage of existing electrical outlets as opposed to generator power. •Less than one gallon of gas was used by production team. 22 Event Budget 23Town of Vail | CSE | 12/15/11(presentation date) •Total event budget : $90,000 •CSE funds: $25,000 •Profit and loss: -‐$3,400 •Funding utilization: 100% of town funds were used for advertising, identity, promotional signage and web elements. •In-‐kind sponsorship: $2000 •Cash sponsorship: $0 * Event producer to attach detailed budget for recap Additional Information/Appendix 24Town of Vail | CSE | 12/15/11(presentation date) •Detailed 2015 budget attached as PDF. •Survey Dashboard PDF attached. 25 7:22 AM 01/17/09 Accrual Basis The Greenspeed Project, Inc. Profit & Loss Budget Overview January through December 2010 Page 3 of 4 OUTLIER OFFROAD OPERATING BUDGET 2015 Ordinary Income/Expense Income Registration Revenue 21,092.00 Sponsorship Revenue 0.00 Community Contribution 25,000.00 Total Income 46,092.00 Admin Expense Accounting 459.00 Office Overhead Equipment 0.00 Phone/Fax/Internet 240.00 Rent 1,200.00 Supplies 600.00 Postage and Delivery 100.00 Printing and Reproduction 987.00 Business Licenses and Permits 346.00 Computer and Internet Expenses 0.00 General Liability Insurance 3,750.00 Lodging 0.00 Legal 0.00 Web Hosting 650.00 Banking Expense Analysis SVC CHG 75.00 Misc Fee - reconciliation 10.00 Service Charges 25.00 Total Admin Expense 8,442.00 Production Expense Barricade 0.00 Permit Fees (USFS, ToV)2,900.00 Radio Rental 0.00 Site Fees Facilities Rental 4,600.00 Showers 0.00 Trash/Recycling 0.00 Insurance 4,200.00 Timing & Scoring 4,500.00 Meal Expense 1,200.00 Race Supplies 975.00 Prize Purse 25,000.00 Equipment Rental 0.00 Number Plates 950.00 Uniform Expense 500.00 Infrastructure & Signage 4,500.00 7:22 AM 01/17/09 Accrual Basis The Greenspeed Project, Inc. Profit & Loss Budget Overview January through December 2010 Page 4 of 4 OUTLIER OFFROAD OPERATING BUDGET 2015 Labor Announcing 1,500.00 Course Crew 5,500.00 Admin labor 1,000.00 Expo Staff 1,200.00 Medical 3,500.00 Moto 0.00 Registration 500.00 Salary 0.00 Misc Expense (coffee)25.00 Total Production Expense 62,550.00 Marketing & PR Identity & Design 1,000.00 Digital Spend 5,000.00 Map Development 4,500.00 Sponsorship Fulfillment Coroplast 3,500.00 Vendor Relations 1,500.00 Additional Vinyl/Coro 1,500.00 Print Spend 7,500.00 Radio Spend 0.00 Local/Regional Print Spend 0.00 Meals and Entertainment 1,000.00 Total Marketing & PR 25,500.00 Merchandise/Awards Awards 2,750.00 Entrant Jersey 0.00 Entrant Tee 2,600.00 Finisher Item 0.00 Leader Jersey 0.00 Total Merchandise 5,350.00 TOTAL REVENUE 90,000.00 TOTAL EXPENSE 93,400.00 NET EVENT INCOME/LOSS -3,400.00 Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor to the region Seasonal resident of Vail Valley 0% 20% 40% P e r c e n t R e s p o n d i n g 17%19%15% 48% 1% Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Female Male State/Country Colorado California New Mexico 24% 26% 23% 27% 1% 5% 34% 39% 18% 4% 0% 0% 23% 77% 92% 2% 1% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 1.4K Attendance Estimate Are you staying:In paid lodging Vacation home/timeshare With friends/family Other How many people are staying in your accommodations unit? Myself only 2 3 4 5 6 or more Nights in the area this trip 1 2 3 - 5 6 - 8 9 - 14 15 or more Where are your lodging accommodations located? Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 59% 3% 22% 16% 16% 30% 19% 23% 3% 9% 34% 41% 24% 1% 0% 0% 62% 9% 4% 1% 7% 5% 11% Nightly Rate (if Paid) Average: $180 Median: $170 Overnight Visitor Profile 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40% 60% 80% 100% P e r c e n t R e s p o n d i n g 3%1%1%0%1%3%1%4%5%3% 79% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ] 57% 33% 10% 46% Likelihood of Recommending Event to a Friend or Family Member Total Outlier Festival demo and race fees Shopping Other items, excluding lodging Restaurants / bars / food concessions Lodging Other recreation (golf, etc.) $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D a y $254 $77 $63 $48 $45 $21 $1 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $13.74 $343,608.65 $25,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Outlier Offroad Festival, September 25 - 27 Survey technique: Combination of intercept survey and post-trip web survey. The overall sample size for this survey is 147. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 1. Overnight only Average Overall Full-time resident of Town of Vail Day visitor Overnight visitor Full-time downvalley resident Seasonal resident of Vail Valley 8.0 8.1 9.0 9.8 9.9 9.1 Overall