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Home My WebLink About2016 Global Solutions Forum RecapSurveyed Event Recap: Global Solutions Forum December 7, 2016 Global Solutions Forum: October 14th – 16th Office: 970-306-7797 Mobile: 970-471-6277 rbandoni@shouldertoshoulder.com 2 Town of Vail | CSE | 12/7/2016 Attendance Estimate 3 Town of Vail | CSE | 12/7/2016 •How would you impact attendance next year? - Offering education and leadership programming for our organization’s alumni now in early careers. -Increasing school professionals; this will reflect an increase in our school partners across the country and expanding outside the US. I’d like to include local school professionals as well. -Eliminating students from outside the valley; hosting this small number (usually 12 – 15) detracts inordinately from programming designed for professional development and education to a larger number of adults. -Please note that our attendance for the public session was approximately 365. That included about 200 Vail Mountain School students and faculty. Visitor Type 4 Town of Vail | CSE | 12/7/2016 •Was this the visitor type split you expected? Yes in the overnight category and off-season resident; our overnight guests are mostly “internal” to the organization and attend for professional development; Would have liked to have seen more “valley” residents; would like to increase visitors from Denver •What steps would you take to optimize visitor mix? For the “valley” population, an earlier announcement through local papers and posted announcements; creating communication channels through local schools. We have a partner school in Denver (Kent Denver) and board members from Denver who can facilitate promotion among colleagues and friends. Overall Visitor Profile 5 Town of Vail | CSE | 12/7/2016 •Who was your anticipated target demographic? Full spectrum, ranging from high school students to educators to philanthropists to business owners. •Did you reach your target demographic? Educators and students – yes. Broader span of valley residents – no. •What would you change to reach that audience next year? Longer/broader advertising/promotion. I believe that our keynote speakers were strong and the topic – ethical leadership – compelling. Our believe our marketing needs to be more robust and targeted. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 Town of Vail | CSE | 12/15/11(presentation date) •What measures did you take to incentivize attendees to book lodging in the Town of Vail? Through advertising and an online registration mechanism, attendees were directed to the event’s official hotel, Antlers of Vail. Role/Importance of Event in Intent to Visit Vail 7 Town of Vail | CSE | 12/7/2016 •What actions did you take this year to generate the number of overnight guests? Promotions targeted to our coalition of schools; direct invites to our NGO partners from multiple nations; promotion to our collective online community. •How would you increase the number of overnight Vail guests coming for the event next year? Inclusion of alumni; expansion of schools in our coalition. NPS (Net Promoter Score)/Likelihood to Recommend 8 Town of Vail | CSE | 12/7/2016 •Do you think the NPS scores reflect the attendee event experience? Yes •What steps would you take to improve the NPS scores for your event next year? Exclude students: we believe that this will increase focus on quality of the adult professional/educational experience. Estimated Return on Investment (ROI) & Attendee Expenditures 9 Town of Vail | CSE | 12/7/2016 •What did your event do to encourage spending in Vail? The primary channel for spending is through the Antlers Hotel. In addition to rentals, we held Friday evening’s standup dinner/cocktails and Saturday’s lunch at Antlers. Event Strengths & Weaknesses 10 Town of Vail | CSE | 12/7/2016 •Exceeded expectations in these ways: As expressed in the feedback forms, attendees experienced high satisfaction with the quality of the educational/professional programming. The hosting – dining and hotel – were ranked with the highest marks. •Measures that could be taken for event improvement: As mentioned, we feel as though including high school students puts an undo strain on our staff’s focus to offer the interpersonal quality expected in our organization. Additionally, integrating early career alumni – as participants and speakers - adds internal integrity to the character of the event. •For repeat event, comparison to past years: Though we don’t have an official count from the previous year, we know that the public session had about 35 empty seats in the VMS theater. That is a marked increase. The professional/educational component had a few more than the previous year; not significant but met expectations. Community Contribution 11 Town of Vail | CSE | 12/7/2016 •Describe how the event impacted Vail’s sense of community: • Though the Vail Valley residence attendance was a disappointment, the number of “locals” we did have expressed gratitude for the opportunity to connect with a diverse array of speakers, representing a number of different areas of experience and expertise, all promoting global citizenship and/or ethical leadership. • This event was sponsored by a local family’s foundation. Additionally, it provided the opportunity to recognize a number of local businesses that partner with us throughout the year. •Our organization is meant to connect communities from around the world. Our school partners from around the country, non-profits from around the US and in seven other countries recognize Vail as the single location that ties them together. Topline Marketing Efforts 12 Town of Vail | CSE | 12/7/2016 •The greatest reach is through our online communication. We used a professional designer to create compelling digital advertisement that was pushed out to thousands on our distribution list. •The event’s focus is for our partners around the world: Non-profits, 9 school communities, businesses, philanthropists. These groups are targeted with online invitations. •The Vail Daily featured us a number of times through direct ads and articles highlighting our NGO partners. •Posters and small postcards were displayed in businesses around the valley Potential for Growth & Sponsorships/Media Exposure 13 Town of Vail | CSE | 12/7/2016 •The growth of the Forum will reflect that of our organization. As we add schools and attract increasing numbers of alumni, for instance, our participant numbers will increase. With that said, we do not expect more than a 15% attendance increase from this year. •In 2016 we had seven local businesses support us with in-kind services, product, and cash. Our intention is to expand local business support in 2017. •Media Exposure can be expanded in breadth. Although we utilized traditional valley channels (though did not get to radio), we can improve in this area. Sustainability Efforts 14 Town of Vail | CSE | 12/7/2016 •What measures were taken at your event to support the environmentally- friendly goals of the Town of Vail? •Environmental issues are at the center of a number of our NGO communities. Each one of them was represented in breakout session, either directly by leaders from these settings or by students who had worked with them in the previous summer. Though educationally based, the ethic of environmental protection was at the heart of what a number of people experienced. •The Forum’s motif within the greater theme of “global solutions” was ethical leadership. Followed by a powerful keynote presentation on this topic, attendees experienced sessions whose speakers clearly embodied this long-term, sustainable approach to leadership. 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 15 Town of Vail | CSE | 12/7/2016 •Total event budget: $28,412 •CSE funds: $15,000 •Profit and loss: $11,588 (profit) •Funding utilization: speakers; hospitality; advertising; transportation •In-kind sponsorship: hotel rooms; graphic design; printing; school venue; •Cash sponsorship: $25,000 * Event producer to attach detailed budget for recap Additional Information/Appendix 16 Town of Vail | CSE | 12/7/2016 17