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Home My WebLink About2.a. 2015 Vertical Express Can Do MSEvent Recap: Vertical Express for Can Do Multiple Sclerosis Presented on: April 1, 2015 Vertical Express for Can Do MS February 21, 2015 Morgan Landers Development Manager Office: 970.926.1271 Mobile: 720.365.0290 mlanders@mscando.org 2Town of Vail | CSE | 4/1/2015 Estimated Results* 3 * Based on survey results. Survey questions were asked at the time of registration with 70% response rate. •Estimated attendance: 146 TOTAL •94 participants •6 adaptive participants •6 support partners •25 volunteers •15 sponsors •Number/percentage of people in Vail specifically for event:45% •Number/percentage of people who attended the event in previous years: 44% Town of Vail | CSE | 4/1/2015 Estimated Results* 4 •Attendees came from (local, regional, out of state, international): •Local Attendees: 55% •Regional (Front Range): 30% •Regional (Summit Co): 1% •Out of State: 14% •Attendees by Gender: •45% Female •47% Male •Annual Household Income (optional question with 74% response): •30% have income of $100,000 or higher •30% have income of $100,000 or under •35% elected to not disclose •5% didn’t answer * Based on survey results. Town of Vail | CSE | 4/1/2015 Importance of Event -Intent 5 •30% of attendees chose to attend the event from regional or national locations •85% of attendees had season passes and chose to attend the event rather than ski another location on the Epic Pass * Based on survey results. Town of Vail | CSE | 4/1/2015 Estimated Results* 6 •Lodging: •Estimated room nights booked due to event association: 19 nights •Location of lodging -unknown •Type of lodging –Paid •Nightly rate for lodging -unknown •Number of people staying in the accommodation -unknown •Average spending: •A post event survey will be released to all attendees of all Vertical Express events on March 30th. Questions regarding spending are included. * Based on survey results. Town of Vail | CSE | 4/1/2015 NPS (Net Promoter Score) 7 Would you recommend this event to someone else? •Over 40% of attendees were new to the event and many were referred by a friend who had attended the event in 2014. •A post event survey will be released to all attendees of all Vertical Express events on March 30th. •Questions addressing this topic are included. * Based on survey results. Town of Vail | CSE | 4/1/2015 Estimated Return on Investment (ROI)* 8 •Additional Town of Vail spending event generated: •19 room nights booked (estimated $400/night) = $7,600 •Additional revenue not documented includes parking, ski rentals and equipment, lunch food and beverage, après food and beverage, and dinner food and beverage. •Ratio of increased revenue to amount of funding received: •$8010 revenue/$1000 funding = %12 ROI •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** •Sales Tax Estimated: $410.40 * Based on survey results. Town of Vail | CSE | 4/1/2015 Vail Brand Compatibility The Premier International Mountain Resort Community 9 Standard of excellence met by: •TOTAL RAISED (including sponsors): $53,157 •Adaptive skiing component -Worked with Vail Resorts to provide an unparalleled experience for participants living with Multiple Sclerosis. Participants were provided necessary equipment, had on mountain personalized ski instruction and day of skiing experience. •Jimmie Heuga Memorial Ski Down –Renaming of “Simba” to “Jimmie Heuga Express” with the Heuga children leading the ski down. Town of Vail | CSE | 4/1/2015 Event Strengths & Weaknesses 10Town of Vail | CSE | 4/1/2015 Strengths Weaknesses Increased visibility from 2014 Weather impacted external visibility Increased sponsorship revenue from 2014 Decrease in individual fundraising from 2014 Increased awareness of Can Do MS Limited social media and non local PR exposure Increased awareness of Multiple Sclerosis Small number of attendees High level of local advertising Close proximity to World Cup Successful adaptive ski program Community Contribution 11 •Describe how the event impacted Vail’s sense of community: •Showcased the community’s support of non-profit organizations in the Vail Valley. •Adaptive Program focused on people from Eagle County •On Mountain Activities emphasized Vail history and Vail attractions •Registration events hosted by local Vail establishments •Raised awareness of a disease that may not be well known in the Vail Valley Town of Vail | CSE | 4/1/2015 Topline Marketing Efforts 12 •Event promotion focused on three primary areas: •Print Media, TV/Radio Media, Online Media •Print Media: •Full spectrum ad campaign with the Vail Daily and Summit Daily •8 quarter page ads and 8 full page ads •2 editorials in the Vail Daily •Full spectrum poster and postcard distribution •Vail Valley (Vail to Eagle) •Summit County (Breckenridge, Frisco, and Silverthorne/Dillon •Denver and Boulder •TV/Radio Media: •Live Interviews –TV8 –4 •Radio Interviews –2 •The Mile and KTKE-Ski Country Town of Vail | CSE | 4/1/2015 Topline Marketing Efforts 13Town of Vail | CSE | 4/1/2015 •Online Media Promotion: 28,647,997 Impressions! •Web Traffic: 5,721 views •Email Campaign: 2,100 recipients •5 targeted emails with promotional messaging •Peer-to-Peer Fundraising Platform: Fundly •Liked fundraising and outreach to participant Facebook pages •Posts and tweets about donations made and campaign updates •Social Media (Facebook and Twitter) •Regular social media posts highlighting sponsors, events, prizes, etc. leading up to and day of the event Potential for Growth & Sponsorships/Media Exposure 14Town of Vail | CSE | 4/1/2015 •More targeted sponsor outreach in Summer of 2015 •More targeted outreach in the Denver and Summit County markets •More strategic and coordinated marketing with key sponsors •Outreach and engagement of ski industry leaders Sustainability Efforts 15 •What measures were taken at your event to support the environmentally-friendly goals of the Town of Vail? •Promoted water conservation by including reusable water bottles in swag bags •Ensured that all on-mountain and off-mountain trash and recyclables were sorted and disposed of appropriately. 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 | 4/1/2015 Event Budget 16Town of Vail | CSE | 4/1/2015 2015 Revenue Amount National Sponsors $17,500 Regional/Local Sponsors $13,500 Individual Fundraising $21,177 Other Revenue $980 Subtotal $53,157 2015 Expenses*Amount Food and Beverage $1,010 Printing,Supplies, Etc $774.05 Marketing/AV $1,150 Adaptive Program $3,077 Prizes/Swag $2496.80 Misc $671.33 Subtotal $12,019 Event NET $41,138 *Some event expenses are still being reconciled. Additional Information 17 •Detailed budget with descriptions •A detailed proof of performance with additional detail on impressions will be provided to the Town of Vail in the middle of April 2015. Additional documents attached to presentation: Town of Vail | CSE | 4/1/2015 2015 VAIL VEMS REVENUES AND EXPENSES REVENUE Sponsors/Tables 2014 Actual 2015 Price 2015 # Available 2015 # Budgeted 2015 Budget 2015 Actual National Sponsors (divided by 4) $ 6,500 Presenting Sponsor ($75k) $ 12,500 0 $ - $ - Adaptive Sponsor ($25k) $ 6,250 1 1 $ 6,250 $ 12,500 Gold Sponsor ($25k) $ 6,250 $ - $ - Silver Sponsor ($20k) $ 5,000 1 $ 5,000 $ 5,000 Bronze Sponsor ($15k) $ 3,750 1 $ 3,750 $ - subtotal $ 15,000 $ 17,500 Regional Sponsors $ 9,200 Local Sponsor Summit Sponsor 10,000.00$ 0 $ - Corporate Team Sponsor 5,000.00$ 2 $ 10,000 $ 5,000 Adaptive Sponsor (United Way)2,500.00$ 1 $ 2,500 $ 7,500 Double Black Diamond Sponsor 1,000.00$ 1 $ 1,000 $ 1,000 Black Diamond Sponsor 500.00$ 3 $ 1,500 subtotal $ 15,000 $ 13,500 Subtotal $ 15,700.00 $ 30,000 $ 31,000 Individual Tickets 2014 Actual Price 2015 # Projected 2015 Budget 2015 Actual Non Fundraising Participants $ 25 50 $ 1,250.00 Fundraising Participants - incl virtual $ 25,434.00 $ 100 $ 26,705.00 After Party Tickets $ 20 10 $ 200.00 Subtotal $ 25,434.00 160 $ 27,955.00 $ 21,177.00 Other Revenue 2014 Actual 2015 Budget 2015 Actual Raffle $ 908.00 $ 1,200.00 Misc Donations $ - $ 200.00 Subtotal $ 908.00 $ 1,400.00 $ 980.00 TOTAL REVENUE $ 42,042 $ 59,355 $ 53,157 EXPENSES 2014 Actual 2015 Budget 2015 Actual Food and Beverage US BANK - Vail VEMS City Market 21.32$ -$ Registration and Apres Party 4,444.17$ 4,000.00$ 1,010.00$ US BANK - HH Tavern on Square 48.11$ -$ US BANK - Volunteer pizza 46.79$ 150.00$ Subtotal $ 4,560.39 $ 4,150.00 $1,010.00 Printing, Supplies, Etc. Vail Resorts Management Compan - Souvenir Signs 200.00$ 200.00$ -$ US BANK - CE Walgreens 144.14$ -$ -$ US BANK - Vail VEMS labels 15.98$ -$ -$ Office Depot - VEMS gaffer tape inv 19001 59.99$ -$ -$ Scott Robinson - Megaphone Battery 15.16$ -$ -$ US BANK - CE supplies 193.37$ -$ -$ Misc Supplies 300.00$ 177.21$ Event Banners 300.00$ 252.00$ Event Signage 400.00$ -$ Registration Party Supplies 500.00$ 344.84$ Subtotal $ 628.64 $ 1,700.00 774.05 Marketing and AV - From Marketing Audio Visual Equipment 806.25$ 1,000.00$ 600.00$ Poster/Marketing Collateral Printing 300.00$ 550.80$ Subtotal $ 806.25 $ 1,300.00 $1,150.80 Adaptive Program - From Programs Adaptive Guides (hourly)750.00$ $ 4,500.00 $1,560.00 Adaptive Guides (gratuity)-$ $ 600.00 $0.00 Lodging 448.00$ $ 1,500.00 825.00 Parking 25.00$ $ 150.00 - Meals $ - $ 852.00 176.00 Mileage $ 672.00 - Transportation $ - $ 1,000.00 - Lift Tickets $ - $ 840.00 516.00 Subtotal $ 1,223.00 $ 10,114.00 $3,077.00 Prizes Trucker Hats 222.50$ $ - -$ Beanies 2,100.16$ $ - $ - Lanyards 212.94$ $ 300.00 $ - Badges 516.94$ $ 700.00 $ 200.00 Anniversary Pins 136.22$ $ - $ - Hi Five Stickers - VEMS stickers 127.50$ $ 250.00 $ 1,296.80 Fundraiser Prizes $ 1,500.00 $ 1,000.00 Subtotal $ 3,316.26 $ 2,750.00 2,496.80 Misc Lift Tickets $ - $ - $ 1,840.00 Epic Mix Racing - Black Forest Race Arena $ 500.00 $ 500.00 1,000.00 Entertainment $ 200.00 $ 500.00 - Lynn Billings - VEMS meeting snacks $ 76.09 $ - - Parking $ 129.00 $ 150.00 - HH VEMS $ 70.05 - US BANK - HH Vail VEMS $ 35.57 - Insurance $ 961.48 $ 1,100.00 671.33 $ 1,972.19 $ 2,250.00 3,511.33 Subtotal $ 12,506.73 $ 22,264.00 12,019.98