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Home My WebLink About2016 Outlier Offroad Festival RecapSurveyed Event Recap: Vail Outlier Offroad Festival December 7, 2016 Vail Outlier Offroad Festival: September 9-11, 2016 Office: 970.485.5847 mikemac@outlier.bike 2 Town of Vail | CSE | 12/07/2016 Attendance Estimate 3 Town of Vail | CSE | 12/07/2016 •How would you impact attendance next year? •We’re adding more kids’ programming and a significant/youthful live music component •We’re ramping the cash purse back up to $25,000 •We’re also renewing our contract with USA Cycling to make our competitive events USAC’s Rocky Mountain Regional Championships. Visitor Type 4 Town of Vail | CSE | 12/07/2016 •Was this the visitor type split you expected? YES •Why or why not? Please explain. UNTIL THE EVENT FIRMLY ESTABLISHES ITSELF IT WILL DRAW A REGIONAL AUDIENCE. •What steps would you take to optimize visitor mix? INCREASING THE PURSE WILL HAVE AN EFFECT AS WILL EXPANDING THE PROMOTIONAL WINDOW. Overall Visitor Profile 5 Town of Vail | CSE | 12/07/2016 •Who was your anticipated target demographic? $75K+ AHI, 25-45 •Did you reach your target demographic? YEAH! •Why or why not? Right products/brands/price/promotion. •What would you change to reach that audience next year? Nothing – we’re on the right track here when held up to overarching goals. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 Town of Vail | CSE | 12/07/2016 •What measures did you take to incentivize attendees to book lodging in the Town of Vail? •We partnered with Antlers and Vail Resorts to offer a variety of lodging options for attendees, then promoted via email marketing, web and digital channels. Role/Importance of Event in Intent to Visit Vail 7 Town of Vail | CSE | 12/07/2016 •What actions did you take this year to generate the number of overnight guests? Strategic partnerships with lodging partners, maximum programming elements, promotion of partners through multiple channels. •How would you increase the number of overnight Vail guests coming for the event next year? We’re BIGGERING the event (and moving it to a more desirable weekend (from the lodging community’s point of view.) NPS (Net Promoter Score)/Likelihood to Recommend 8 Town of Vail | CSE | 12/07/2016 •Do you think the NPS scores reflect the attendee event experience? Somewhat. I think that one group of stakeholders (attending brands and USA Cycling) are underrepresented. •What steps would you take to improve the NPS scores for your event next year? Use the feedback provided to tactically improve operations. And maybe send the Kona rep a note letting him know that people were expecting him. Estimated Return on Investment (ROI) & Attendee Expenditures 9 Town of Vail | CSE | 12/07/2016 •What did your event do to encourage spending in Vail? Listed out and promoted local restaurants, actively promoted concurrent events (farmer’s market, Oktoberfest), encouraged attendees to book locally. Vail Brand Compatibility The Premier International Mountain Resort Community 10 Town of Vail | CSE | 12/07/2016 The event met the standard of excellence by: •Negotiating its status as a regional championship event for XC and Enduro. National Championships are definitely on the table in the near furture. •Expanding the demo by 45%. In year two we’re outgrowing the venue and looking for more space to accommodate increased industry and consumer interest. •Receiving a unanimous thumbs-up from Vail Resorts’ operational group. Event Strengths & Weaknesses 11 Town of Vail | CSE | 12/07/2016 •Exceeded expectations in these ways: Demo participation is on the rise! We also fielded multiple inquiries from brand’s wishing to attend in 2017. •Measures that could be taken for event improvement: Alter race start times (although operationally this is hard). Create more/better signage to direct people throughout and to the venue. We’re also seeing traction and interest on the sponsorship/partnership front. •For repeat event, comparison to past years: Bigger! More organized! Better awards! Consolidated venue! Awesomer! The bike industry has moved from “What is this?” to “We’re planning on this for sure next year and skipping Interbike.” That’s a HUGE win for a 2nd year event. Community Contribution 12 Town of Vail | CSE | 12/07/2016 •Describe how the event impacted Vail’s sense of community: •Outlier took significant steps towards establishing itself as the wholly owned (locally and by ToV ) and most significant MTB event in the valley. •All town and resort employees were provided with deep discounts for festival passes and event entries. •All bike retail locations were issued multiple free festival passes, VIP access, lift tickets and competitive event entries. •We ran a safe, well organized and nice looking event and were not poops to anybody while doing it. Topline Marketing Efforts 13 Town of Vail | CSE | 12/07/2016 •Growing list of media attendees. •Digital advertising in multiple vertical and active outdoor outlets. •Extensive social media advertising (Facebook, Twitter) as well as organic content. •Local and regional poster campaign (Vail Valley, Aspen, Summit, Steamboat, Boulder, Fort Collins, CO Springs, Denver, Golden.) •Extensive email marketing (1750 media members, 16,000 riders, 1500 brand and industry.) Potential for Growth & Sponsorships/Media Exposure 14 Town of Vail | CSE | 12/07/2016 •The later date allows more media to attend. Underwriting lodging will help draw more media as well the increased level of competition. •Bundling the event with our other premier event (Breck Epic) and parceling out promotional inventory between them has begun to produce results. •Getting the word out earlier and faster – USA Cycling is on board to help with this. •Opening registration earlier. This will be done by EOY. •Offering MORE programming for kids and a super-fun multi-day musical component! Sustainability Efforts 15 Town of Vail | CSE | 12/07/2016 •It’s a 100% human-powered event, so we’re kind of born on third base there. •We WERE diligent about trash and recycling. •We work in a digital environment whenever possible and eliminate as much paper as we can. 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. AWARDS PRESENTATION 16 Town of Vail | CSE | 12/07/2016 ENDURO! 17 Town of Vail | CSE | 12/07/2016 CROSS COUNTRY 18 Town of Vail | CSE | 12/07/2016 DEMO 19 Town of Vail | CSE | 12/07/2016 Total economic impact per attendee day Lodging Restaurants/ Bars/Prepared Food Vendors Shopping Recreation (golf, bike rental, etc.) Outlier Festival demo and race fees Other items, excluding lodging $0 $100 $200 $300 Economic Impactper Attendee-Day$300 $83 $47 $47 $46 $14$62 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 68% 23% 9% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 23% 41% 18% 14% 5% 1 2 3 - 5 6 - 8 9 - 14 15 or more 30% 55% 10% 5% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 70% 13% 9% 9% Under $50k $50k-$100k $100-$150k $150k or more 21% 17% 34% 28% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 29% 37% 17% 9% 3% 6% Male Female 82% 18% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records11% 35% 54% Likelihood of Recommending Event to a Friend or Family Member 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%Percent Responding15% 74% 3%3%3%3% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $22.76 $569,060.56 $25,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 1.9K Attendance Est 43% NPS Net Promoter Score Overnight visitor Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 0% 50%Percent Responding62% 11% 22% 5% Visitor Type Colorado Michigan Nebraska 3% 3% 94% 2016 Vail Event Visitor Summary: Outlier Offroad Fest, September 29 - October 2, 2016 Survey technique: Post-trip web. Overall sample size: 38 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 2 Average Overall Overnight visitor Full-time downvalley resident Day visitor to Vail 9.1 7.5 9.3 9.1 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median:$178 $179 Overall Overnight visitor Overall Instructions for Exporting QuickBooks data Where did my worksheet go? When you export data to a new workbook, your new worksheet containing exported data goes to Sh the new worksheet is placed in front of the last active sheet where it will be named "SheetX" using th How do I make sure this tips sheet isn't exported with the QuickBooks report in the final workbook? 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Then create another worksheet where you can at the new data is used by any Excel links and formulas. the workbook. n setting up links, can cause mismatch ou may have: example: port like Inventory Valuation report. d in a report like Profit and Loss standard report. iated and did not choose to display "All rows". y report->Display->Advanced->Diplay row->All rows 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 2017 2016 (actual) Ordinary Income/Expense Income Registration Revenue 27,500.00 24,532 Sponsorship Revenue 15,000.00 7,500.00 DEMO Revenue 14,000.00 11,560.00 Community Contribution 25,000.00 25,000.00 Total Income 81,500.00 68,592.00 Admin Expense Accounting 459.00 459 Office Overhead Equipment 0.00 Phone/Fax/Internet 240.00 240 Rent 750.00 750 Supplies 600.00 489.57 Postage and Delivery 100.00 100 Printing and Reproduction 1,100.00 1358 Business Licenses and Permits 346.00 765 Computer and Internet Expenses 750.00 750 General Liability Insurance 2,750.00 2499 Lodging 0.00 4289 Legal 0.00 Web Hosting 1,150.00 1150 Banking Expense Analysis SVC CHG 75.00 75 Misc Fee - reconciliation 10.00 10 Service Charges 25.00 25.00 Total Admin Expense 8,355.00 12,959.57 Production Expense Barricade 0.00 0 Permit Fees (USFS, ToV)2,900.00 2750 Radio Rental 0.00 Site Fees Facilities Rental 8,200.00 7989 Showers 0.00 0 Trash/Recycling 0.00 0 Insurance 4,200.00 3978 Timing & Scoring 4,500.00 4500 Meal Expense 1,200.00 1087 Race Supplies 975.00 1565 Prize Purse 25,000.00 15000 Equipment Rental 0.00 0 Number Plates 950.00 1050 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 2017 2016 (actual) Uniform Expense 500.00 500 Infrastructure & Signage 3,500.00 2900 Labor Announcing 1,500.00 1500 Course Crew 5,500.00 5500 Admin labor 1,000.00 1000 Expo Staff 1,200.00 1200 Medical 3,500.00 3500 Moto 0.00 0 Registration 500.00 790 Salary 0.00 Misc Expense (coffee)25.00 Total Production Expense 65,150.00 52,059.00 Marketing & PR Identity & Design 1,000.00 999 Digital Spend 7,500.00 8200 Map Development 1,500.00 1400 Email MKTG Hosting 1,750.00 1800 Sponsorship Fulfillment Coroplast 3,500.00 2900 Vendor Relations 1,500.00 1250 Additional Vinyl/Coro 1,500.00 1750 Print Spend 2,500.00 2600 Radio Spend 0.00 Local/Regional Print Spend 0.00 Meals 1,000.00 950.00 Total Marketing & PR 21,750.00 21,849.00 Merchandise/Awards Awards 2,750.00 3000 Entrant Jersey 0.00 Entrant Tee 3,600.00 3,500.00 Total Merchandise 6,350.00 6,500.00 TOTAL REVENUE 81,500.00 68,592.00 TOTAL EXPENSE 93,250.00 93,367.57 NET EVENT INCOME/LOSS (11,750.00)24,775.57