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HomeMy WebLinkAbout4.e. 2016 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$