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