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Home My WebLink About2016 Kids Adventure Games RecapSurveyed Event Recap: Vail Kids Adventure Games October 30, 2016 Vail Kids Adventure Games™: August 10-14, 2016 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 | 10/30/2016 Attendance Estimate 3 How to impact attendance in 2017: •NEW course -market this so that repeat athletes are excited to return and race at a “new” venue. •Work on a new format which allows us to allow more kids on the course without loosing the integrity. •Invite teams from other events in the National Series to the Vail Kids Adventure Games™ with early bird registration before we open to Colorado Residents. •Evening entertainment like an outdoor movie, or a dance party with a DJ. Town of Vail | CSE | 10/30/2016 •410 Teams; up from 2015 •1000 Participants •4285 Family Members; up from 2015 •4,500 Expo Participants •300 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 the number of participants from the Front Range, Denver and Out of State, who specifically come to Vail for this event and have scheduled their vacation time around the event. •As the event is gaining national awareness we expect this number to increase. Vail is the Marquees Event of the National Series. •To optimize visitor mix we need to advertise more in target markets and push early sign up strategies in those markets. Town of Vail | CSE | 10/30/2016 Overall Visitor Profile 5 •Our anticipated target demographic are families who want to spend their vacation participating in outdoor activities. •Survey shows we reached our target demographic area. •We will keep focusing our advertising and marketing on families who are active and are want a healthy active lifestyle. We will focus on sponsors that have the same message thus reaching a much larger audience. Town of Vail | CSE | 10/30/2016 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 •Events were spread days apart, therefore out of town guests had to spend several nights in Vail •A fun 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 Sebastian •Antler’s at Vail •Evergreen Lodge •The Holiday Inn Town of Vail | CSE | 10/30/2016 Role/Importance of Event in Intent to Visit Vail 7 •The clinics were on Wednesday and Thursday; the races on Friday, Saturday and Sunday. The kids who would be most likely to be in the skills clinics, are the younger kids who raced on Saturday and Sunday. Therefore families who participated in both the races and skills clinics, would be staying in Vail more days. The skills clinics are always sold out, and we increased capacity by 32.5% •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 market to other events site nationwide to come to our marquis event and the site of a future National Championship. Town of Vail | CSE | 10/30/2016 NPS (Net Promoter Score)/Likelihood to Recommend 8 •The Net Promoter Score went up by 8 points from 2015. To increase this score for 2017: •Race Course: creating a new course, which allows more participation with fewer backups •More precise communication with parents and kids in months leading up to the event •Have the volunteers carry an information card so they can all better assist with questions •Better technology on course so parents can locate their kids at any given time Town of Vail | CSE | 10/30/2016 Estimated Return on Investment (ROI) & Attendee Expenditures 9 To encourage spending in Vail: •The skills clinics were on Wednesday and Thursday, when the races were on Friday, Saturday and Sunday. The kids who would be in the skills clinics most are the younger kids who raced on Saturday and Sunday. Therefore families would be staying in Vail more days. •AM races and a 3 PM awards party had many families walk around and having lunch in Vail Village after finishing the race. •The Family Adventure Expo had some new, fun, free, attractions that encouraged families to come out on none race days. •The older kids raced on Friday, which encouraged younger kids to come out and watch the races and thus spend more time in Vail Village. •The older kids and families had a mandatory race meeting and bike drop on Thursday evening, therefore increasing overnight stays. Town of Vail | CSE | 10/30/2016 Vail Brand Compatibility 10Town of Vail | CSE | 10/30/2016 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 | 10/30/2016 Exceeded Expectations: •Net Promoter at 90% •Previous successful events increased word-of-mouth promotion resulting in sold-out competition for the seventh year in a row in early July. •Regional and national marketing and public relations efforts kept destination participation at over 50% of total attendance and extended average length of stays •5-day event allowed for additional ancillary events for non -competitors and 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 •Expanded spectator guide included event info and family-friendly dinning, shopping and activities guide •Additional in-town signage improved traffic flow and event presence Event Strengths & Weaknesses 12Town of Vail | CSE | 10/30/2016 Exceeded Expectations: •Modified Start/Finish/Transition layout improved traffic flow and overall experience at Mountain Plaza •Modified route eased congestion in the village; racer-public interface on Bridge Street was addressed successfully •The race course route itself was rejuvenated to keep alumni racers coming back •The race course included a ride up the gondola, showcasing Vail Mountain •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 •Improved signage and banner plan •Increased participant numbers required additional resources on course which we were able to address to some extend •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: •In order for participation numbers to increase the course needs to be redesigned to allow more athletes without increasing back up times at obstacles: we are looking at clover-leaf start of the course •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 Town of Vail | CSE | 10/30/2016 Community Contribution 14 Describe how the event impacted Vail’s sense of community: •Over 350 citizens and alumni athletes volunteered and supported the event, over 5 days •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 of the race, thus increasing their personal ownership in the event. •Increased local vendor support: in-kind as well as with cash •Expanded growth of the expo with more vendors at Solaris •Local Sport Club and Dance demonstrations at Mountain Plaza during the Awards party. Town of Vail | CSE | 10/30/2016 Topline Marketing Efforts 15Town of Vail | CSE | 10/30/2016 •Regional Print/Online Advertising •Macaroni Kids •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 •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 t.b.d., raising awareness of the event and Vail in particular •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.By partnering with non profits we will be able to make the Games more accessible. •Toyota, Horizon, GoPro and Clif Bar saw event first hand by participating in the Expo and Races; which should generate more sponsorship participation from them next year. •Industry word of mouth (Toyota, Horizon, GoPro and Clif Bar) reaching out to others in respect to validity of the event •Championships in Vail moving forward Town of Vail | CSE | 10/30/2016 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 | 10/30/2016 Event Budget 2016 18 •Total event budget: $142,010 •CSE funds: $40,000 •Profit and loss: $0 •Funding utilization: •Marketing $12,5 k •Solaris Expo $12 k •Safety Staff $ 15,5 k •In-kind sponsorship: 28,500 •Cash sponsorship: $19,750 Town of Vail | CSE | 10/30/2016 Additional Information/Appendix 19Town of Vail | CSE | 10/30/2016 Additional documents attached to presentation: •Appendix A: Budget Detail •Appendix B: ROI Explanation •Appendix C: Editorial Examples •Appendix D: 2016 Spectator Guide •Appendix E: RRC Survey Dashboard Appendix A: Budget Detail 20Town of Vail | CSE | 10/30/2016 2016 Vail Kids Adventure Games Budget Revenue Actual TOV contribution $ 40,000 Sponsorship $ 19,750 Spectator Guide Ads $ 11,000 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 2016 Kids Adventure Games Race Only Number of Event Participants: 820 Average Number of people in group: 3.6 Total number of event-specific attendees: 2,952 Incremental Room Nights: # of participants: 820 Percentage of participants using paid lodging (41%) in Vail: 61% Average night stay in Vail: 3.6 Total Incremental Room Nights: 738 Incremental Spending: Estimated total attendance: 2.952 Average amount spent per person: $198 Number of days in Vail: 3 Total Estimated Incremental Spending of Race Attendees: $1,753,488 Town of Vail ROI (Adventure Games + Mud Run) Town of Vail CSE Investment: $40,000 Incremental Spending Generated: $1,753,488 TOV Sales Tax (4%): $70,139.52 TOV Lodging Tax (1.4%): $24,548 TOV Tax Income: $94,688 TOV Return on Investment: 1:35 *Information is based on 2016 post-event survey emailed to participants. Appendix C: 2016 Editorial Examples 22Town of Vail | CSE | 10/30/2016 Appendix D: 2016 Spectator Guide Example 23Town of Vail | CSE | 10/30/2016 24Town of Vail | CSE | 10/30/2016 Appendix E: RRC Survey Dashboard