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HomeMy WebLinkAbout3.i. 2015 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 k e l i h o o d t o R e c o m m e n d 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 10Town of Vail | CSE | 10/07/2015 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.