HomeMy WebLinkAbout3. 2015 Vail Automotive Classic RecapEvent Recap: Vail Automotive Classic
Vail Village Car Show
October 19, 2015
Vail Village Car Show: Sunday, Sept. 13, 2015
Rich tenBraak
970.376.5303
rich@vailautomotiveclassic.com
Taylor Slaugh
970.445.8998
taylor@vailautomotiveclassic.com
2
Town
of
Vail
|
CSE
|
10/19/15
Estimated Results
3
Town
of
Vail
|
CSE
|
10/19/15
• Es7mated
a<endance:
6500+
• Non-‐Ticketed
so
es7mate
based
on
photos
taken
throughout
the
day
• Number/percentage
of
people
in
Vail
specifically
for
event:
Es7mate
15%
• A<endees
came
from
(local,
regional,
out
of
state,
interna7onal):
• Per
vehicle
registra7on
•
2
%
Interna7onal
• 18%
out
of
State
• 35%
In
State
(out
of
county)
• 45%
In
County
residents
• Average
age
and
income
bracket
of
a<endees:
• 45-‐60
Years
of
age
with
income
over
$250,000
Estimated Results
4
Town
of
Vail
|
CSE
|
10/19/15
• Lodging:
(all
es'mated)
• Average
amount
spent
on
lodging/day:
$175
($8,750
in
room
revenue)
• Room
nights
booked
due
to
event
associa7on:
50
(documented)
Manor
Vail
8
Room
Nights
Tivoli
Lodge
9
Room
Nights
Sonnenalp
15
Room
Nights
Evergreen
Lodge
18
Room
Nights
The
Four
Seasons,
Marriot
&
Ritz
were
also
men7oned
by
par7cipants
as
hotels
at
which
they
were
staying
that
weekend.
• Dining:
Approx:
$12,500
(2ppl
per
room
x
$125
each,
per
day)
• Shopping:
Approx:
$5,000
(
50
room
nights
x
$100)
• Other
Ac7vi7es:
Approx:
$1,000
Estimated Return on Investment (ROI)
5
Town
of
Vail
|
CSE
|
10/19/15
• Ra7o
of
increased
revenue
to
amount
of
funding
received:
• Received
$2,000.00
• Es7mated
Spending
at
$27,250
• Ra7o
of
approx.
7.5%
funding
to
spending
• Sales
tax
revenue
generated
by
event
and
accrued
to
Town
of
Vail
including
sales
and
lodging
tax:**
Es7mated
Tax
Revenues
of
$1,212.50.
**
The
TOV
collects
4%
sales
tax
with
the
excep7on
of
short-‐term
lodging
which
collects
5.4%
ader
the
addi7on
of
a
1.4%
local
marke7ng
district
tax.
For
more
informa7on:
h<p://www.vailgov.com/
subpage.asp?dept_id=48
Vail Brand Compatibility
The
Premier
Interna-onal
Mountain
Resort
Community
6
Town
of
Vail
|
CSE
|
10/19/15
Standard of excellence met by:
• Continue to attract a high end target
audience (car enthusiast and
collectors) to the Town of Vail.
• 6th year event that continues
to grow each year
• Exceeded number of participants
then prior 5 years
Event Strengths & Weaknesses
7
Town
of
Vail
|
CSE
|
10/19/15
• Event continues to grow year over year and developing a reputation
as something people look forward to and make sure they are in town
for.
• This event fits perfectly with Brand Image of Vail. High end,
expensive, rare, collectable cars… “eye-candy” decorating the
streets of Vail.
• Measures that could be taken for event improvement:
1) Looking to increase vendor participation in the village for 2016.
2) Add an evening dinner party/social gathering for participants in
TOV on Friday or Saturday evening to not only enhance the VAC
series of events but increase hotel stays in Vail as well.
Community Contribution
8
Town
of
Vail
|
CSE
|
10/19/15
Example
1:
The audience in Vail continues to engage and actively participate in our
event, year after year. Some people merely walk and peruse the cars but, the
majority stop, ask questions, capture photos (post and tweet via social media) and
interact with many of the car owners.
Example 2: During the event, the merchants and shop owners also commented on
how much they enjoy the show. A sense of community and friendly interaction is
certainly an important part of the Vail Village Car Show.
Example 3: The VAC also continues to
give back to the community at large with
contributions to local charities, made
possible by items donated to the VAC Auto
Auction, as well as from event proceeds.
Topline Marketing Efforts
9
Town
of
Vail
|
CSE
|
10/19/15
• National advertising in trade publication (Sports Car Market, 2015
Concorso Guide, & The Latest Scoop) promoting the idea of “Making
Vail a weekend destination”
• Section of VAC website dedicated to “making a weekend of it in Vail”
• Press Releases resulting in several newspaper articles/editorial as well
as day of media visits for the event (i.e. My Classic Car, The Fast Lane
TV, Race Central TV, Autowerkz TV, & Public Access TV)
• Email marketing to email list of approx: 800 names in our database, and
databases of partners (i.e. Colorado Grand and Denver Car Clubs)
• Vail Daily and affiliate newspaper advertising (Aspen, Summit County,
Glenwood Springs and Grand Junction)
• Local Radio interviews - KZYR, KSNO, KNFO, KSKE
• Good Morning Vail/TV 8 + TV8 Denver cable channels
Potential for Growth & Sponsorships/Media Exposure
10
Town
of
Vail
|
CSE
|
10/19/15
• With
the
car
audience
specific
TV
coverage
received
in
2015,
the
profile
of
the
Vail
Automo7ve
Classic
has
been
raised
with
this
audience.
Therefore,
we
an7cipate
some
growth
with
the
car
show
registra7ons,
as
well
as
with
the
auc7on.
• Adding
evening
event
in
Vail
offers
more
opportunity
for
Sponsorship
growth.
Dennis
Gage
of
My
Classic
Car
with
VAC
Board
Chairman
Doug
Landin.
Sustainability Efforts
11
Town
of
Vail
|
CSE
|
10/19/15
• N/A - No food, beverages or merchandise was sold as a part of this event.
• Oil pans were placed under each car parked in
the Vail Village.
• Reusable directional signage was used
• Purchased reusable/date-neutral banner
for Vail Village
The
Town
of
Vail
is
commiAed
to
the
stewardship
and
protec'on
of
our
unique
mountain
environment.
In
considera'on
of
both
our
local
and
global
impacts
and
opportuni'es,
our
environmental
vision
is
to
demonstrate
and
promote:
renewable
energy,
resource
efficiency,
ecosystem
protec'on,
and
community
awareness
and
educa'on.
Event Budget
12
Town
of
Vail
|
CSE
|
10/19/15
• Total
event
budget:
12,978*
• CSE
funds:
$2000
• Out
of
Pocket:
$10,978
• Funding
u7liza7on:
TOV
insurance
and
permijng
($1,955)
• In-‐kind
sponsorship:
N/A
• Cash
sponsorship:
N/A
(Detailed budget on next page)
Additional Information
13
Town
of
Vail
|
CSE
|
10/19/15