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HomeMy WebLinkAbout3.a. 2015 PINK-VAIL Recap with surveyPresentation to CSE on May 6, 2015 Pink Vail: March 21, 2015 Michael Holton Vail Valley Medical Center Director of Marketing & PR (970) 569-7753 michael.holton@vvmc.com 2 Attendance Estimate •Approx. 3,000 attendees •2,430 participants vs. 1,626 in 2014 (+49%) •How would you impact attendance next year? Keep on. Visitor Type 4 •Was this the visitor type split you expected? Sort of •Why or why not? March date, 4th years, cost of lodging, spring break impact •What steps would you take to optimize visitor mix? Stagger March/April dates 0 500 1,000 1,500 2,000 2,500 Total Participants Females Males In-state Participants Eagle & Summit County Front Range Out-of-state Participants 2014 Stats 2015 Stats Overall Visitor Profile 5 •Ages 1-84 years old •Increase in male participation: 34% vs. 29% in ‘14 •Participants from 43 states •187 cancer survivors •5,560 donations: •45% in-state donors •55% out-of-state donors •Who was your anticipated target demographic? People who like mountains and hate cancer •Did you reach your target demographic? Yes. 4th year momentum, social media, March date •What would you change to reach that audience? Leverage partnerships Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 What measures did you take to incentivize attendees to book lodging in the Town of Vail? Lodging partners, but rates were high. Early date announcement. Role/Importance of Event in Intent to Visit Vail 7 What actions did you take this year to generate the number of overnight guests? •Communicated our event date 8 months out •Featured lodging options in early emails How would you increase the number of overnight Vail guests coming for the event next year? •Event during need-time •Leverage partnerships NPS (Net Promoter Score)/Likelihood to Recommend 8 •Pink Vail 2015 NPS: 92 •Do you think the NPS scores reflect the attendee event experience? Yes •What steps would you take to improve the NPS scores for your event next year? Deck parties, PA system reach, website, prize board, etc. Estimated Return on Investment (ROI) & Attendee Expenditures 9 What did your event do to encourage spending in Vail? Partnered w/ Lionshead merchants to offer promotions Vail Brand Compatibility The Premier International Mountain Resort Community 10 The event met the standard of excellence: •There’s nothing like it on earth •Strong sense of community •Vibrant, spirited participants •A rare skier participatory events •Attracts female skiers Event Strengths & Weaknesses 11 Exceeded expectations in these ways: •Participants: 2,430 participants vs. 1,626 in 2014 (+49%) •Funds raised: $720,000 vs. $465,000 in 2014 (+58%) •Increase in male participation: 765 vs. 422 Measures that could be taken for event improvement: •Website, deck parties, sound system reach For repeat event, comparison to past years: PINK VAIL Participants Funds Raised 2012 683 $190,000 2013 1,319 $352,000 2014 1,625 $465,000 2015 2,430 $720,000 Community Contribution 12 Describe how the event impacted Vail’s sense of community: •We own the world’s biggest ski day to conquer cancer •Increase of local participation from 991 (‘14) to 1,443 (‘15) •Shaw is one of the only comprehensive cancer centers in a ski community •The online social and viral component spreads our love for community Topline Marketing Efforts 13 Potential for Growth & Sponsorships/Media Exposure 14 Yes Sustainability Efforts 15 What measures were taken at your event to support the environmentally- friendly goals of the Town of Vail? PINK VAIL “UPCYCLED” BAGS: Mission Wear Bags Pink Vail uses the previous years event banners to create one-of-a-kind Pink Vail bags. Mission Wear offers jobs to women in Denver who have obstacles to employment, helping them achieve self-sufficiency. Event Budget 16 •Total event budget: $115,000 •CSE funds: $5,000 •Profit and loss: +$605,000 •Funding utilization: Operational costs •In-kind sponsorship: $150,000 •Cash sponsorship: $60,000