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HomeMy WebLinkAbout2016 Vail Automotive Classic RecapEvent Recap: Vail Automotive Classic Vail Village Car Show October 19, 2016 Vail Village Car Show: Sunday, Sept. 13, 2015 Rich tenBraak 970.376.5303 rich@vailautomotiveclassic.com 2 Town of Vail | CSE | 10/19/16 Taylor Slaugh 970.445.8998 taylor@vailautomotiveclassic.com Estimated Results* 3 Town of Vail | CSE | 10/19/16 •Estimated attendance: 5000+ •Non-Ticketed so estimate based on photos taken throughout the day •Number/percentage of people in Vail specifically for event: Estimate 15% •Number/percentage of people who attended the event in previous years: Of our Post Event, Car Show Participant Survey respondents, 69% were first time attendees.* * Based on internal Post Event Car Show Participant Survey results. Estimated Results* 4 Town of Vail | CSE | 10/19/16 •Attendees came from (local, regional, out of state, international): •Per vehicle registration • 2 % International •18% out of State •35% In State (out of county) •45% In County residents Importance of Event - Intent 5 Town of Vail | CSE | 10/19/16 •Importance of event in decision to visit Vail: With 69%* of our respondents being first timers, it would seems VAC was important in these folks decision to visit Vail. * Based on internal Post Event Car Show Participant Survey results. Estimated Results 6 Town of Vail | CSE | 10/19/16 •Lodging: •Average amount spent on lodging/day: Est. $200 •Room nights booked due to event association: 49* •Hotels Listed: Manor Vail - Tivoli Lodge- Evergreen Lodge - Four Seasons - Sitzmark Lodge * •# of nights stayed: 3 (average)* •$9,800 in room nights •Dining: Approx: $12,000 (2ppl per room x $125 each, per day) •Shopping: Approx: $5,000 ( based on about 50 room nights x $100) •Other Activities: Approx: $1,000 * Based on internal Post Event Car Show Participant Survey results. NPS (Net Promoter Score) 7 Town of Vail | CSE | 10/19/16 Would you recommend this event to someone else? * * Based on internal Post Event Car Show Participant Survey results. Estimated Return on Investment (ROI) 8 Town of Vail | CSE | 10/19/16 •Ratio of increased revenue to amount of funding received: •Received $2,000.00 •Estimated Spending at $27,800 •Ratio of approx. 7.5% funding to spending •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** Estimated Tax Revenues of $1,249 ** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after the addition of a 1.4% local marketing district tax. For more information: http://www.vailgov.com/subpage.asp?dept_id=48 Vail Brand Compatibility The Premier International Mountain Resort Community 9 Town of Vail | CSE | 10/19/16 Standard of excellence met by: •Continue to attract a high end target audience (car enthusiast and collectors) to the Town of Vail. •7th year event that continues to grow each year •Exceeded number of participants then prior 5 years Event Strengths & Weaknesses 10 Town of Vail | CSE | 10/19/16 •Exceeded expectations in these ways: Increased the number of car registrants which lead to an increase in the numbers across all of the weekends events. For the 2016 Vail Village Car Show specifically, there were 88 vehicles on display along Bridge Street and Gore Creek Drive, wrapping around the corner at Checkpoint Charlie towards the International Bridge •Measures that could be taken for event improvement: Expand geographic reach of marketing efforts to expose event to even more people and expand the capacity of the Vail Village Car Show. Event Strengths & Weaknesses 11 Town of Vail | CSE | 10/19/16 •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 # of cars in car show for 2017 2) With the addition of Mountain Plaza, we could increase # of sponsors and vendor participation in the village for 2017. 3) Add an evening charity banquet/dinner party for participants in TOV on Saturday evening. Community Contribution 12 Town of Vail | CSE | 10/19/16 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, donations from registrants and sponsors, as well as from event proceeds. Topline Marketing Efforts 13 Town of Vail | CSE | 10/19/16 •National advertising in trade publication (Sports Car Market, 2016 Concorso Guide, & The Latest Scoop) promoting the idea of “Making Vail a weekend destination” •Two Targeted Digital Marketing Campaigns - Search Retargeting, Site Retargeting, Geo-fencing, and Social Media Advertising •Mountain Tourist publication(s) – Print Ads & Editorial •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 & KKVM Potential for Growth & Sponsorships/Media Exposure 14 Town of Vail | CSE | 10/19/16 •Possibly move auto auction to Vail in partnership with reputable auction house. •Make Vail Village Car Show a formal, judged car show. Sustainability Efforts 15 Town of Vail | CSE | 10/19/16 •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 •Use reusable/date-neutral banner for Vail Village 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. Event Budget 16 Town of Vail | CSE | 10/19/16 •Total event budget: 11,950* •CSE funds: $2000 •Out of Pocket: $7,4508 •Funding utilization: TOV insurance and permitting ($2,300) •In-kind sponsorship: N/A •Cash sponsorship: $2,500 (Detailed budget on next page) Additional Information 17 Town of Vail | CSE | 10/19/15