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HomeMy WebLinkAbout3. 2015 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