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Home My WebLink About4.c. 2016 Vertical Express RecapEvent Recap: Vertical Express for Can Do Multiple Sclerosis Presented on: May 4, 2016 Vertical Express for Can Do MS February 27, 2016 Morgan Landers Director of Development Office: 970.926.1271 Mobile: 720.365.0290 mlanders@mscando.org 2Town of Vail | CSE | 5/4/2016 Thank you Town of Vail! 3Town of Vail | CSE | 5/4/2016 Estimated Results* 4 * Based on survey results. •Raised over $43,000 (increase over 2015) •Attendance: 145 TOTAL •124 Participants (23% increase YOY) •7 adaptive participants •6 support partners •21 volunteers •Number/percentage of people in Vail specifically for event:79% •Number/percentage of people who attended the event in previous years: Over 50% Town of Vail | CSE | 5/4/2016 Estimated Results* 5 •Attendees came from (local, regional, out of state, international): •Local Attendees: 31% from Eagle County •Regional : 55% •Out of State: 24% •Attendees by Gender: •51% Female •49% Male •Attendees by Age: •47% between the ages of 25 to 44 •42% between the ages of 45 to 64 * Based on survey results. Town of Vail | CSE | 5/4/2016 Importance of Event -Intent 6 •30% of attendees chose to attend the event from regional or national locations •29% of attendees had season passes and chose to attend the event rather than ski another location on the Epic Pass •71% of attendees did not have a season pass and purchased lift tickets for the event. * Based on survey results. Town of Vail | CSE | 5/4/2016 Estimated Results* 7 •Lodging: •Estimated room nights booked due to event association: 29 •Location of lodging –Antlers at Vail, Holiday Inn, and others •Type of lodging –unknown •Nightly rate for lodging –unknown ($400/night estimated) •Number of people staying in the accommodation -unknown •Average spending: •Response to this question was limited and inconclusive, however, the event was structured in a way that promoted attendees purchasing food and beverage for breakfast and lunch in the town or on the mountain. * Based on survey results. Town of Vail | CSE | 5/4/2016 NPS (Net Promoter Score) 8 Would you recommend this event to someone else? •Just under 50% of attendees were new to the event and many were referred by a friend who had attended the event in 2014. •62% of attendees indicated that they heard about the event from a Friend or Family member. * Based on survey results. Town of Vail | CSE | 5/4/2016 Estimated Return on Investment (ROI)* 9 •Additional Town of Vail spending event generated (estimated): •29 room nights booked (estimated $400/night) = $11,600 •$50 per person spent on food and beverage = $6,200 •Additional revenue not documented includes parking, ski rentals and equipment, etc. •Ratio of increased revenue to amount of funding received: •$17,800 revenue/$4000 funding = 22% ROI •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** •Sales Tax Estimated: unknown Town of Vail | CSE | 5/4/2016 Vail Brand Compatibility The Premier International Mountain Resort Community 10 Standard of excellence met by: •Well organized and well executed event providing positive and inspiring experience for participants. •Adaptive Ski Experience -Worked with Vail Resorts to provide an unparalleled experience for participants living with Multiple Sclerosis. Participants were provided necessary equipment, had on mountain personalized ski instruction and day of skiing experience. •Event components highlighted key elements of the Town of Vail and Vail Mountain for participants. Town of Vail | CSE | 5/4/2016 Event Strengths & Weaknesses 11 Strengths Weaknesses Increased visibility from 2015 with presence in Vail Village Weather impacted external visibility Increase in Individual Fundraising over 2015 and New corporate sponsor relationships formed Decreased corporate sponsorship from pharmaceutical companies Increased awareness of Can Do MS through national and local media campaigns Limited social media and non local PR exposure Increased awareness of Multiple Sclerosis Small number of attendees Successful adaptive ski program and increase in event participants Cost of event still substantial Town of Vail | CSE | 5/4/2016 Community Contribution 12 •Describe how the event impacted Vail’s sense of community: •Showcased the community’s support of non-profit organizations in the Vail Valley •Adaptive Program focused on people from Eagle County •On Mountain Activities emphasized Vail history and Vail attractions •Raised awareness of a disease that may not be well known in the Vail Valley •Provided opportunity for local community to volunteer for a purposeful event Town of Vail | CSE | 5/4/2016 Topline Marketing Efforts 13 •Event promotion focused on three primary areas: •Print Media, TV/Radio Media, Online Media (including social media) •Print Media: •Full spectrum ad campaign with the Vail Daily •11 quarter page ads and 5 full page ads •Full spectrum poster and postcard distribution •Vail Valley (Vail to Eagle) •Denver and Boulder •TV/Radio Media: •Live Interviews –TV8 –3 •Radio Interviews –2 •The Mile and KTKE-Ski Country Town of Vail | CSE | 5/4/2016 Topline Marketing Efforts 14 •Online Media Promotion: 19,000,000 Impressions! •Web Traffic: 8,203 views •Email Campaign: 18,000 recipients •29 targeted emails with promotional messaging •Peer-to-Peer Fundraising Platform: Classy •Liked fundraising and outreach to participant Facebook pages •Posts and tweets about donations made and campaign updates •Social Media (Facebook and Twitter) •Regular social media posts highlighting sponsors, events, prizes, etc. leading up to and day of the event Town of Vail | CSE | 5/4/2016 Potential for Growth & Sponsorships/Media Exposure 15 •More targeted sponsor outreach earlier in the planning process •More targeted outreach in the Denver and Summit County markets •More strategic and coordinated marketing with key sponsors •Outreach and engagement of local stakeholders and partners Town of Vail | CSE | 5/4/2016 Sustainability Efforts 16 •What measures were taken at your event to support the environmentally-friendly goals of the Town of Vail? •Ensured that no event collateral was in a form that could be littered onto the mountain (no loose papers, boas, etc.) •All interactive stations were of minimal footprint and required no extensive cleanup •Ensured that all on-mountain and off-mountain trash and recyclables were sorted and disposed of appropriately. 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. Town of Vail | CSE | 5/4/2016 Event Budget 17 2016 Revenue Amount National Sponsors $11,428 Regional/Local Sponsors $6,500 Individual Fundraising $25,250 Subtotal $43,178 2016 Expenses Amount Food and Beverage $5,550 Printing,Supplies, Etc $831 Marketing/AV $3,367 Adaptive Program $5,612 Merchandise/Awards $3744 Misc $3,175 Subtotal $22,279 Event NET $20,899 Town of Vail | CSE | 5/4/2016 Additional Information 18 •Full Vertical Express seven mountain recap. •Additional Vail Mountain event recap with additional sponsor information and participant details Additional documents attached to presentation: Town of Vail | CSE | 5/4/2016 Thank you for your continued support of our organization! 400 participants * 100 volunteers * 919 donors $238,337 Raised! Vertical Express Vail Mountain $43,178 Raised! 124 participants. 21 volunteers. 49 People with MS Experiencing first-hand what is possible with MS. Thank you to our supporters! National Sponsors Local Sponsors Vail: By the Numbers 49%51% Gender Male Female 0 5 10 15 20 Participant Age 76% 24% Where do you live? CO Other $49,99 or Below $50,000 - $99,999 $100,000 - $149,999 $200,000 or More Prefer Not to Answer 0 2 4 6 8 Annual Household Income 31% 69% Eagle County Other Where do you live? Vail: Ski Stats 62%38% How did you hear about the Vertical Express at Vail Mountain? Friend or Family Other *Other: Can Do MS Website, On Mountain Activation, Event Calendars, Event Director, Social Media Do you have a season's pass to Vail? Yes 29%No 71%This is the only day! 1 - 5 days 5 - 10 days 10 - 20 days 20 - 30 days 30 + days 0 10 20 30 40 50 How many days a season do you ski? 0 10 20 30 40 50 60 I support the cause in general. I know someone with MS I have MS. Why do you support Can Do MS? Marketing: By the Numbers 38 print and online media placements 8,203 webpage visits 29 targeted emails to 18,000 people 68,242 people reached on social media More than 19 million online impressions! In-Print Recognition Postcards T-shirt and Swag Bag Posters and Credential Cards THANK YOU!