HomeMy WebLinkAbout2016 Pink Vail Event RecapMichael Holton
Vail Valley Medical Center
1 Town of Vail | CSE | 5/4/2016
Attendance Estimate
2 Town of Vail | CSE | 5/4/2016
•2012 – 683 participants
•2013 – 1,319 participants
•2014 – 1,626 participants
•2015 – 2,430 participants
•2016 – 2,930 participants
Visitor Type
3 Town of Vail | CSE | 5/4/2016
•Growth in overnight visitors (762 people in ‘16)
•In 2017, Pink Vail is March 25 and it will be more difficult to bring overnight
guests to town due to the high hotel rates and minimum lengths of stay
required.
Overall Visitor Profile
Town of Vail | CSE | 5/4/2016
Who was your anticipated target
demographic & would you change anything?
•Pink Vail is a family event and we look to
bring all ages out to conquer cancer. We
had participants from 18 months to 88.
•Our data: Male (34%):Female (66%)
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
5 Town of Vail | CSE | 5/4/2016
What measures did you take
to incentivize guests to book
lodging in the Town of Vail?
•We had a dedicated
lodging page on
pinkvail.com that offered
discounted room rates at
9 lodging properties.
•We pushed lodging
discounts in the weekly
Pink Vail emails to
participants.
Role/Importance of Event in Intent to Visit Vail
6 Town of Vail | CSE | 5/4/2016
•46% gave an 8, 9 or 10 rating for the event being
their “Only reason for coming to Vail.”
NPS (Net Promoter Score)/Likelihood to Recommend
7 Town of Vail | CSE | 5/4/2016
Do you think the NPS scores reflect the attendee event experience?
•75 NPS is a solid score. Having well over 3,000 people and overuse of alcohol possibly
contributed to the number.
What steps would you take to improve the NPS scores for your event next year?
•Moving to Golden Peak for 2017.
•No alcohol until 2pm.
•Changing the ski down.
Estimated Return on Investment (ROI) & Attendee Expenditures
8
What did your event do to encourage spending in Vail?
•We promoted Lionshead merchants in our event map
with specials that they were willing to offer to
participants.
•We created Pink Vail window clings that said the
merchants were “Proud Partners”
Estimated Return on Investment (ROI) & Attendee Expenditures
9
•”
Vail Brand Compatibility
The Premier International Mountain Resort Community
10 Town of Vail | CSE | 5/4/2016
The event met the standard
of excellence:
•There’s nothing like it on earth
•Strong sense of community
•Vibrant, spirited participants
•A rare skier participatory event
•Attracts female skiers
Event Strengths & Weaknesses
11
Exceeded expectations in these ways:
•Participants: 2,930 participants vs. 2,430 in 2015 (+21%)
•Funds raised: $757,000 vs. $720,000 in 2015 (+6%)
•Increase in male participation: 1,006 vs. 765
Measures that could be taken for event improvement:
•Limit accessibility to alcohol, location and Celebration Ski Down
For repeat event, comparison to past years:
PINK VAIL Participants Funds Raised
2012 683 $190,000
2013 1,319 $352,000
2014 1,625 $465,000
2015 2,430 $720,000
2016 2,930 $757,000
Community Contribution
12 Town of Vail | CSE | 12/15/11(presentation date)
Describe how the event impacted Vail’s sense of community:
•We own the world’s biggest ski day to conquer cancer
•Increase of local participation from 991 (‘14) to 1,443 (‘15) to 1,644 in (‘16)
•The event creates thousands of passionate, grassroots ambassadors for Vail
Topline Marketing Efforts
13 Town of Vail | CSE | 5/4/2016
•Example 1
•Example 2
•Example 3
•Example 4
Potential for Growth & Sponsorships/Media Exposure
14 Town of Vail | CSE | 12/15/11(presentation date)
Sustainability Efforts
15
What measures were taken at your event to support the
environmentally-friendly goals of the Town of Vail?
•VVMC worked with a company based in Boulder called Ecologic Designs
to create 90 coolers made from last year’s Pink Vail banners
Event Budget
16 Town of Vail | CSE | 5/4/2016
•Total event budget: $121,000
•CSE funds: $10,000
•Profit and loss: +$635,000
•Funding utilization: Operational costs
•In-kind sponsorship: $165,000
•Cash sponsorship: $65,500
* Event producer to attach detailed budget for recap
Expense Budget for Pink Vail 2016
2016 Budget 2016 Actual
Entertainment & Vendors
35,900.00$ 34,000.00$
F&B
16,000.00$ 20,000.00$
Supplies & Printed Materials
16,300.00$ 16,000.00$
Promo Items
18,000.00$ 16,000.00$
Marketing
34,500.00$ 34,000.00$
Photographers & Emcees
1,000.00$ 1,000.00$
TOTAL EXPENSES:121,700.00$ 121,000.00$
Budget for Pink Vail 2016
2016 Budget 2016 Actual
Team and Participant Donations
Donations: Online, Team and Individual 665,000.00$ 657,500.00$
Corporate Sponsorships
75,000.00$ 65,500.00$
Other
Merchandise Sales 10,000.00$ 34,000.00$
Total 750,000.00$ 757,000.00$