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Home My WebLink About2015 Peak Wellness Mountain Fit RecapEvent Recap: Mountain Fit Women’s Wellness Weekend Commission on Special Events October 7th, 2015 Photo by Jack Affleck Mountain Fit Women’s Wellness Weekend August 22-23, 2015 Peak Wellness Retreat, Lauren Arnold and Gaby Milhoan, Co-Founders Mobile: 970.343.0419 gaby@peakwellnessretreat.com lauren@peakwellnessretreat.com 2 Town of Vail | CSE | 10/07/2015 Attendance Estimate 3 These numbers are from the par?cipants that completed the survey. Actual par?cipants: • G3 Conference: 36 • Mountain Fit Women’s Weekend: 28 • Custom Retreats: 10 • How would you impact aQendance next year? Con?nue to get sponsors and lower the ?cket price so that more people can aQend. This year we are focusing on only the Women’s Wellness Weekend. We hope to con?nue to drive aQendance. Town of Vail | CSE | 10/07/2015 PEAK WELLNESS RETREATS 2015 OVERALL Which retreat(s) did you attend? G3 Conference (June 14-16) Mountain Fit Women's Weekend (August 22-23) Custom Retreat TOTAL n = 30% 51% 23% 104% 47 25 Sep 15 Source: RRC Associates PEAK WELLNESS RETREATS 2015 OVERALL Which best describes you during your time in Vail? An overnight visitor to the region (spent 1 or more nights away from home) A seasonal resident of Vail Valley A full-time resident of Town of Vail A full-time downvalley resident (living in Avon, Edwards, Eagle, Gypsum, etc.) A day visitor - left home & returned home the same day TOTAL n = 38% 6% 15% 38% 4% 100% 48 25 Sep 15 Source: RRC Associates Page 1 Visitor Type 4 Town of Vail | CSE | 10/07/2015 • Was this the visitor type split you expected? PEAK WELLNESS RETREATS 2015 OVERALLWhich retreat(s) did you attend?G3 Conference (June 14-16)Mountain Fit Women's Weekend (August 22-23)Custom Retreat TOTAL n = 30%51%23%104% 47 25 Sep 15 Source: RRC Associates PEAK WELLNESS RETREATS 2015 OVERALL Which best describes you during your time in Vail? An overnight visitor to the region (spent 1 or more nights away from home) A seasonal resident of Vail Valley A full-time resident of Town of Vail A full-time downvalley resident (living in Avon, Edwards, Eagle, Gypsum, etc.) A day visitor - left home & returned home the same day TOTAL n = 38% 6% 15% 38% 4% 100% 48 25 Sep 15 Source: RRC Associates Page 1 We are con?nually trying to drive more des?na?on visitors. Last year the majority were locals only about 10% des?na?on, this year we increased des?na?on visits by almost 30% We will con?nue to drive des?na?on visitors by marke?ng our events to front range guests and hope to con?nue to grow that percentage. Overall Visitor Profile 5 Who was your an?cipated target demographic? • Women ages 30-‐65 from different income levels, we did have 2 males Did you reach your target demographic? • Yes, we had an array of women 30-‐65, it is a great mix of ages and walks of life What would you change to reach that audience next year? • We would like to con?nue to drive the price down by ge^ng sponsors so that we appeal to a wider audience. Town of Vail | CSE | 10/07/2015 PEAK WELLNESS RETREATS 2015 AMOUNT WILL SPEND FOR YOURSELF ONLY TODAY & TONIGHT AT THIS EVENT OR IN THE TOWN OF VAIL OVERALL Your gender: Male Female TOTAL n = Which best represents the annual income of your household, before taxes? Under $30,000 $30 - $49,999 $50 - $74,999 $75 - $99,999 $100 - $149,999 $150 - $199,999 $200 - $499,999 $500,000 or more TOTAL n = 7% 93% 100% 41 3% 6% 14% 3% 26% 23% 20% 6% 100% 35 25 Sep 15 Source: RRC Associates Page 11 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 Town of Vail | CSE | 10/07/2015 What measures did you take to incen?vize aQendees to book lodging in the Town of Vail? We encouraged our par?cipants to book lodging by giving them a discounted rate, adver?sing lodging on our website, adver?sing and e-‐blasts. By con?nuing to drive des?na?on visitors we hope to con?nue to grow this number. PEAK WELLNESS RETREATS 2015 OVERNIGHT & SEASONAL RESIDENTS ONLY OVERALL Were your lodging accommodations located in: Vail Beaver Creek Avon Edwards Summit County (Dillon, Frisco, Breckenridge, etc.) TOTAL n = Did you stay: In paid lodging (hotel, condo rental, etc.) With friends/family who live in the area In a vacation home or timeshare owned by you, family or friends TOTAL n = 57% 14% 14% 10% 5% 100% 21 62% 14% 24% 100% 21 25 Sep 15 Source: RRC Associates Page 8 PEAK WELLNESS RETREATS 2015 OVERNIGHT & SEASONAL RESIDENTS ONLY OVERALL Including yourself, how many people stayed in your accommodations unit (room, condo, etc.)? 1 2 3 4 5 TOTAL Average Median n = 29% 38% 24% 5% 5% 100% 2.2 2.0 21 25 Sep 15 Source: RRC Associates Page 10 Role/Importance of Event in Intent to Visit Vail 7 Town of Vail | CSE | 10/07/2015 How would you increase the number of overnight Vail guests coming for the event next year? With more support from TOV and Vail Resorts we will con?nue to expand des?na?on marke?ng efforts. We asked our des?na?on guests how they found out about the retreat and 90% of them found it on Vail.com’s website. Vail Resorts con?nued and hopefully expanded support will be the key to driving des?na?on visits. PEAK WELLNESS RETREATS 2015 OVERALL How important was the Retreat in your decision to visit Vail this trip? 0=Not important: I would have come to Vail anyway 4 5=Half of my reason for coming to Vail 8 9 10=Very important: My only reason for coming to Vail TOTAL Average Median n = 24% 3% 8% 5% 3% 57% 100% 6.9 10.0 37 25 Sep 15 Source: RRC Associates Page 2 What ac?ons did you take this year to generate the number of overnight guests? Front Range marke?ng, online marke?ng, partnership with Vail Resorts to have placements on Vail.com NPS (Net Promoter Score)/Likelihood to Recommend 8 Town of Vail | CSE | 12/15/11(presenta?on date) Do you think the NPS scores reflect the aQendee event experience? • We have had an overwhelming posi?ve response to our retreats. PWR leave happy, healthier and excited about Vail. We try to con?nually improve and gather feedback on what they didn’t like. We sent our our own survey as well. What steps would you take to improve the NPS scores for your event next year? • Take the comments from both surveys and con?nue to make improvements to our event. PEAK WELLNESS RETREATS 2015 OVERALL How likely are you to recommend the Retreat you attended to a friend or family member? 7 8 9 10=Extremely likely TOTAL Average Median n = Net Promoter Category Promoter (% responding 9 & 10) Passive (% responding 7 & 8) TOTAL n = 2% 7% 7% 83% 100% 9.7 10.0 42 90% 10% 100% 42 25 Sep 15 Source: RRC Associates Page 3 Estimated Return on Investment (ROI) & Attendee Expenditures 9 Town of Vail | CSE | 10/07/2015 *AQendee Expenditures was not asked on the survey. What did your event do to encourage spending in Vail? We provided free ?me to walk around Vail to shop, book spa appointments and dine to encourage addi?onal TOV spending and a list of recommended restaurants. Return of Investment: Funding vs. Impact 2015 Event Funding $15,000.00 Direct economic impact to TOV $91,000.00 Economic impact paybak ra?o $5.13 A8endee Expen;dures Mtn Fit Program spending $11,976.00 Other PWR program spend $32,524.00 Total PWR Lodging $21,500.00 Dinning, Shopping, Spa $25,900.00 Total $91,900.00 Vail Brand Compatibility “Premier International Mountain Resort Community” 10 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. • 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 11 Town of Vail | CSE | 12/15/11 • Exceeded expectations: • Continues to elevate Vail’s presence as a health and wellness destination • Increased participation in Women’s Wellness Weekend by over 100% year over year • Secured $12,000 in-kind sponsors, we had 0 last year. •  !00% satisfaction from PWR attendees, especially from the unanticipated local market. • Continues to established a core group of H&W leaders in Vail’s community. • Generates a high end guest that spends a lot of money and stays for more than a day • Continues to collaborate with new healthcare, activity providers, restaurants, and wellness professionals. • Grew sponsors in 2015 • Measures that could be taken for event improvement: • Improved marketing support from lodging and activity partners • Lower ticket price to diversify participants and make it more accessible • Increase destination marketing • Secure larger sponsorships, big focus for 2016, want to cover the entire ticket price Community Contribution 12 Town of Vail | CSE | 10/07/2015 Our #1 goal of establishing Peak Wellness Retreat was to foster business collaboration and communitize wellness as an economic driver. We are still doing this! • Fitness professionals working side-by-side that previously viewed each other as competition. • Local businesses working with each other and collaborating • Created a place for women to meet and enjoy Vail’s surroundings • Local peak participants continue to establish workout clubs and accountability groups post retreat! Topline Marketing Efforts 13 Print: • Vail Daily: 10 full page ads, 8 ½ page ads, two editorials • 2000 fliers distributed in Vail Valley, summit county, garfield county and front range Radio: • KZYR: 90 x :30 sec ad spots and 4 x 5-‐8 minute interviews Online: • E-‐blasts to our Database of 5,000 • NewsleQer inclusion: Slifer, Cordillera members, Golf Club and social club mailing lists, VAC, Game Creek Club, Vail resorts member clubs, • Robust Social Media program on PWR, VAC, and ac?vity partners • Vail Resorts Calendar PR • Joint efforts with Four Seasons, Vitality Center, Vail Resorts Town of Vail | CSE | 10/07/2015 Potential for Growth & Sponsorships/Media Exposure 14 • Leverage more in-‐kind sponsorships and get larger sponsorships– We need to secure cash and in-‐kind sponsorship for effec?ve marke?ng and PR with enough of a lead ?me, a large sponsor will help us to offset program and opera?ng expenses. • Con?nue to develop dine around program and incorporate more dining partners. • If we can secure a na?onally recognized speaker we would be able to gain media exposure and con?nue to increase aQendance. • Increase hotel partners, concierge program, and group sales team par?cipa?on Town of Vail | CSE | 10/07/2015 Sustainability Efforts 15 • 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. • Whenever possible, we source local meat and produce to support Colorado producers. We had a very successful farm to table dinner at our Mountain Fit event using Vail Meat Co. and Ripe Produce • We work exclusively with permitted professionals on National Forest Service land to ensure conservation efforts are maintained at all times. The Town of Vail is commi0ed to the stewardship and protec5on of our unique mountain environment. In considera5on of both our local and global impacts and opportuni5es, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protec5on, and community awareness and educa5on. Town of Vail | CSE | 10/07/2015 Event Budget 16 • Total event budget: $29,122 • CSE funds: $15,000 • Profit and loss: $7,853 • Funding u?liza?on: • $4,094 COGS, $9,082 Marke?ng, $1,854 Opera?ng Expenses • In-‐kind sponsorship: $12,000 • Cash sponsorship: TOV only cash sponsor * Event producer to attach detailed budget for recap Town of Vail | CSE | 10/07/2015 Additional Information/Appendix 17 • Detailed budget and survey aQached Town of Vail | CSE | 10/07/2015 Income $24,976.00 Town of Vail Grant $15,000.00 Full Price Ticket Sales $6,986.00 Discounted Ticket Sales (Speaker Guests, Return Guests) $2,990.00 Expenses $17,122.31 Cost of Goods Sold $4,094.28 Four Seasons Lodging $375.00 Terra Bistro Breakfast $465.24 Piney Lake Adventure $1,448.83 Unsponsored Meals $505.21 Vail Resorts Zipline $418.00 Ellen Miller $450.00 Julie Circo - SUP Yoga $432.00 Marketing $9,082.09 Copy Copy Printing Expense $72.09 Banner printing & TOV fee $510.00 Banner Printing & Distribution $800.00 Vail Daily $2,500.00 Radio $1,000.00 Online Advertising (Simplifi): Denver $1,000.00 Front Range Flier Distribution $450.00 Email Marketing $750.00 Comp participants (media, sponsors) $2,000.00 Operating Expenses assigned to Mtn Fit $3,945.94 Event Staff (4 staff @ $30/hr)$3,000.00 Credit Card Fees $172.94 Web, Payroll, Phone, Accounting services $773.00 Net Revenue $7,853.69 Total Event Budget (including donated costs)$29,122.31 Mountain Fit Women's Wellness Weekend Budget In-Kind Sponsor Dollars $12,000.00 Golden Bear $800.00 Four Seasons $1,000.00 Kelly Helminski $250.00 Lisa Muncy $450.00 Jaqui Slavin $450.00 Foods of Vail $700.00 Commisary $2,500.00 Vail Meat Co $450.00 Ripe $300.00 Vail Daily $2,500.00 KZYR $1,500.00 Vitality Center $1,100.00 ROI Calculation Cost of Investment $15,000.00 Mountain Fit program spend in TOV $11,976.00 Other PWR program spend in TOV (G3, Custom) $32,524.00 Lodging for Mtn Fit, G3, and Custom Programs $21,500.00 Additional spend Mtn Fit, G3 and Custom Programs(dining, shopping, spa)$25,900.00 Total Spending $91,900.00 ROI $5.13 Mountain Fit Women's Wellness Weekend Budget Page 2 PEAK WELLNESS RETREATS 2015 OVERALL Which retreat(s) did you attend? G3 Conference (June 14-16) Mountain Fit Women's Weekend (August 22-23) Custom Retreat TOTAL n = 30% 51% 23% 104% 47 25 Sep 15 Source: RRC Associates PEAK WELLNESS RETREATS 2015 OVERALL Which best describes you during your time in Vail? An overnight visitor to the region (spent 1 or more nights away from home) A seasonal resident of Vail Valley A full-time resident of Town of Vail A full-time downvalley resident (living in Avon, Edwards, Eagle, Gypsum, etc.) A day visitor - left home & returned home the same day TOTAL n = 38% 6% 15% 38% 4% 100% 48 25 Sep 15 Source: RRC Associates Page 1 PEAK WELLNESS RETREATS 2015 OVERALL How important was the Retreat in your decision to visit Vail this trip? 0=Not important: I would have come to Vail anyway 4 5=Half of my reason for coming to Vail 8 9 10=Very important: My only reason for coming to Vail TOTAL Average Median n = 24% 3% 8% 5% 3% 57% 100% 6.9 10.0 37 25 Sep 15 Source: RRC Associates Page 2 PEAK WELLNESS RETREATS 2015 OVERALL How likely are you to recommend the Retreat you attended to a friend or family member? 7 8 9 10=Extremely likely TOTAL Average Median n = Net Promoter Category Promoter (% responding 9 & 10) Passive (% responding 7 & 8) TOTAL n = 2% 7% 7% 83% 100% 9.7 10.0 42 90% 10% 100% 42 25 Sep 15 Source: RRC Associates Page 3 PEAK WELLNESS RETREATS 2015 OVERALL Including yourself, how many people were in your travel party - that is, the group with whom you shared travel expenses? 1 2 5 6 8 TOTAL Average Median n = 64% 14% 6% 3% 14% 100% 2.5 1.0 36 25 Sep 15 Source: RRC Associates Page 4 PEAK WELLNESS RETREATS 2015 OVERALL Including yourself, how many people in your travel party were between the ages of 18 and 34? 0 1 2 5 8 TOTAL Average Median n = 79% 14% 2% 2% 2% 100% .5 .0 42 25 Sep 15 Source: RRC Associates Page 5 PEAK WELLNESS RETREATS 2015 OVERALL Including yourself, how many people in your travel party were registered participants in the Retreat? 1 2 5 6 8 TOTAL Average Median n = 64% 14% 6% 3% 14% 100% 2.5 1.0 36 25 Sep 15 Source: RRC Associates Page 6 PEAK WELLNESS RETREATS 2015 OVERNIGHT & SEASONAL RESIDENTS ONLY OVERALL How many nights did you stay in the area this trip? (cap 21 nights) 1 2 3 - 5 6 - 8 9 - 14 15 or more TOTAL Average Median n = 5% 52% 19% 5% 14% 5% 100% 5.1 2.0 21 25 Sep 15 Source: RRC Associates Page 7 PEAK WELLNESS RETREATS 2015 OVERNIGHT & SEASONAL RESIDENTS ONLY OVERALL Were your lodging accommodations located in: Vail Beaver Creek Avon Edwards Summit County (Dillon, Frisco, Breckenridge, etc.) TOTAL n = Did you stay: In paid lodging (hotel, condo rental, etc.) With friends/family who live in the area In a vacation home or timeshare owned by you, family or friends TOTAL n = 57% 14% 14% 10% 5% 100% 21 62% 14% 24% 100% 21 25 Sep 15 Source: RRC Associates Page 8 PEAK WELLNESS RETREATS 2015 OVERNIGHT & SEASONAL RESIDENTS ONLY OVERALL What was the nightly rate of your accommodations? $100 - $124 $125 - $149 $200 - $299 TOTAL Average Median n = 13% 25% 63% 100% $192 $200 8 25 Sep 15 Source: RRC Associates Page 9 PEAK WELLNESS RETREATS 2015 OVERNIGHT & SEASONAL RESIDENTS ONLY OVERALL Including yourself, how many people stayed in your accommodations unit (room, condo, etc.)? 1 2 3 4 5 TOTAL Average Median n = 29% 38% 24% 5% 5% 100% 2.2 2.0 21 25 Sep 15 Source: RRC Associates Page 10 PEAK WELLNESS RETREATS 2015 AMOUNT WILL SPEND FOR YOURSELF ONLY TODAY & TONIGHT AT THIS EVENT OR IN THE TOWN OF VAIL OVERALL Your gender: Male Female TOTAL n = Which best represents the annual income of your household, before taxes? Under $30,000 $30 - $49,999 $50 - $74,999 $75 - $99,999 $100 - $149,999 $150 - $199,999 $200 - $499,999 $500,000 or more TOTAL n = 7% 93% 100% 41 3% 6% 14% 3% 26% 23% 20% 6% 100% 35 25 Sep 15 Source: RRC Associates Page 11 PEAK WELLNESS RETREATS 2015 AMOUNT WILL SPEND FOR YOURSELF ONLY TODAY & TONIGHT AT THIS EVENT OR IN THE TOWN OF VAIL OVERALL U.S. CENSUS REGION / WORLD REGION Midwestern US Census Region Southern US Census Region Western US Census Region TOTAL n = U.S. CENSUS DIVISION West North Central (IA, KS, MN, MO, NE, ND, SD) South Atlantic (DE, DC, FL, GA, MD, NC, SC, VA, WV) East South Central (AL, KY, MS, TN) West South Central (AR, LA, OK, TX) Mountain (AZ, CO, ID, MT, NV, NM, UT, WY) Pacific (CA, OR, WA, AK, HI) TOTAL n = U.S. CENSUS REGION / WORLD REGION Colorado Front Range (12 county - Weld to Elbert to Pueblo) Other Colorado Midwestern US Census Region Southern US Census Region Western US Census Region (excl. Colorado) TOTAL n = 2% 9% 88% 100% 43 2% 5% 2% 2% 84% 5% 100% 43 21% 60% 2% 9% 7% 100% 43 25 Sep 15 Source: RRC Associates Page 12 PEAK WELLNESS RETREATS 2015 State / Country OVERALL STATE / COUNTRY Colorado California Florida Maryland Minnesota Nevada Tennessee Texas TOTAL n = 81.4% 4.7% 2.3% 2.3% 2.3% 2.3% 2.3% 2.3% 100.0% 43 25 Sep 15 Source: RRC Associates Page 13 PEAK WELLNESS RETREATS 2015 DMA OVERALL DESIGNATED MARKET AREA Denver -- CO, MT, NE, NV, SD, WY San Francisco - Oakland - San Jose -- CA Baltimore -- MD Miami - Fort Lauderdale -- FL Minneapolis - Saint Paul -- MN, WI Dallas - Fort Worth -- TX Nashville -- KY, TN Reno -- CA, NV TOTAL n = 81.4% 4.7% 2.3% 2.3% 2.3% 2.3% 2.3% 2.3% 100.0% 43 25 Sep 15 Source: RRC Associates Page 14