HomeMy WebLinkAbout2.b. 2016 Vail Whitewater Race Series RecapEvent Recap: 2016 Vail Whitewater SeriesJuly 6, 2016
2016 Vail Whitewater Series: Tuesdays, May 10 – June 7 Office: 970.479.2280Mobile: 970.471.5352vrdsummer@vailrec.combpappas@vailrec.com2Town of Vail | CSE | 7/6/2016
Estimated Results*3* Based on survey results & registration information.•Estimated attendance:•235 total competitors– 28% increase in participation over 2015•100‐150 spectators per week Town of Vail | CSE | 7/6/2016
Estimated Results*4•Geographic Breakdown of Participants– Vail: 15%–Eagle County (excluding Vail): 58%– Colorado (excluding Eagle Co.): 15%–Out of state: 7%–International: 4%•271% increase in destination participants over 2015 * Based on survey results & registration information.Town of Vail | CSE | 7/6/2016
Estimated Results*5•Lodging: Not Available •Average spending: Not Available•100% of survey respondents said they purchased food and drinks at the after parties. * Based on survey results.Town of Vail | CSE | 7/6/2016“The event doubled our sales, it was great to have so many people in town during a slow time of year. The whole event was great, we really enjoyed it. People of the water were great!”‐Hutch from Pazzo’s
Participant Feedback6* Based on competitor feedback.Town of Vail | CSE | 7/6/2016“It was an incredible series and VRD staff did an excellent job. I had a blast!.”–Ellen CaseyVail, CO“I’ve been to a lot of races around the country and this series is so organized and well run, it’s far superior to anything I’ve seen”‐Rob Prechtl, USA Raft Team Avon, CO
Vail Brand CompatibilityThe Premier International Mountain Resort Community7The event met the standard of excellence by:•Events involve the local community and destination athletes while entertaining visitors and spectators •Showcases the natural beauty and recreationalassets of Vail Village, Gore Creek and the Vail Whitewater Park•Spectator and family‐friendly location contributes to Vail’s sense of community•Adds vitality to Vail Village during a traditionally slow time period.Town of Vail | CSE | 7/6/2016“This was a great way to get on the river earlier in the week. Also made a new paddling friend outof it.”‐Kari SortlandNatick, MA
Event Strengths & Weaknesses8•Exceeded expectations in these ways:– Increased CSE funding allowed for more expanded marketing and resulted in 271% increase in out‐of‐town participation –HalaSUP giveaway engaged spectators as well as participants and grew event Facebook page 40% over 2015–Spectator attendance at races and after parties continued to be strong as a result of New Belgium partnership– Music, MC and cornhole boards at venue added more excitement during event– Extended course on 6/7 allow athletes to practice for Go Pro Games and resulted in increased participationTown of Vail | CSE | 7/6/2016
Event Strengths & Weaknesses9•Event Challenges :– Without CSE support, this is event is not financially viable–By the event’s nature (course length, timing) participation growth can not be infinite. While there is room to increase race participation, growth needs to come from spectator participation through ancillary event enhancements and sponsorship activation. – Whitewater competition is a relatively niche sport and participants are challenged by price increases. Even with entry fee increases (2015 cost = $15/person to 2016 cost = $18/person), competitor field is so small that the event can not be self sustaining with entry fees alone. •Measures that could be taken for event improvement:– Continued marketing outside of Eagle County to increase destination participation–Promote Golden Paddle Team Competition to encourage friendly rivalries among whitewater outfitters and other businesses to continue to grow participation and spectator attendance–More ancillary activities (i.e. live music, beer garden) to draw spectators and additional sponsors•For repeat event, comparison to past years:– 28% increase in participation over 2015Town of Vail | CSE | 7/6/2016
Community Contribution10•Describe how the event impacted Vail’s sense of community:–Events gave members of the community a reason to gather in Vail Village during what is considered an off‐peak time period– Relaxed, family‐friendly atmosphere encouraged spectators to linger and participants to bring family members Town of Vail | CSE | 7/6/2016
Topline Marketing Efforts11•Print advertisements–Vail Daily•Radio advertisements & live mentions–KZYR– KSKE•Posters•Email Blasts•Targeted Facebook Ads– 41,331 impressions– Reached 7,972 people –5.18 frequency–Gained 50 page likes– 241 people took an action– 217 people liked the posts –13 comments –3 shares Town of Vail | CSE | 7/6/2016
Editorial Examples12Town of Vail | CSE | 7/6/2016
Potential for Growth & Sponsorships/Media Exposure13•Central location in Vail Village is extremely attractive to potential sponsors looking to increase visibility in Vail•As spectator participation grows, event becomes more beneficial to sponsors•Increased regional marketing will draw more participants•Golden Paddle competition will draw more participants. Town of Vail | CSE | 7/6/2016
Sustainability Efforts14•What measures were taken at your event to support the environmentally‐friendly goals of the Town of Vail?– Participants encouraged to carpool –Reused race bibs from Teva Mountain Games–No use of disposable plastic water bottles– Minimal waste produced at eventsThe 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 | 7/6/2016
Event Budget15•Total event budget: $8, 393•CSE funds: $6,000•Profit and loss: $818•Funding utilization: Marketing, cash prizes, safety and event staff •In‐kind sponsorship: $12,550•Cash sponsorship: $500Town of Vail | CSE | 7/6/2016
Thank you, CSE!16Town of Vail | CSE | 7/6/2016“Heat up the water for the first two races! Great race series. Hope to see it back in 2017!”‐Anonymous Survey Respondent