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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