HomeMy WebLinkAbout5.f. Recap 2016 Kids Adventure GamesSurveyed Event Recap:
Vail Kids Adventure Games
October 30, 2016
Vail Kids Adventure Games™: August 10-14, 2016
Hélène Mattison
Kids Adventure Games, LLC
970-401-3804
helene@kidsadventuregames.com
Beth Pappas
Vail Recreation District, Event Manager
Office: 970-479-2280
Mobile: 970-471-5352
bpappas@vailrec.com
2Town of Vail | CSE | 10/30/2016
Attendance Estimate
3
How to impact attendance in 2017:
•NEW course -market this so that repeat athletes are excited to
return and race at a “new” venue.
•Work on a new format which allows us to allow more kids on
the course without loosing the integrity.
•Invite teams from other events in the National Series to the Vail
Kids Adventure Games™ with early bird registration before we
open to Colorado Residents.
•Evening entertainment like an outdoor movie, or a dance party
with a DJ.
Town of Vail | CSE | 10/30/2016
•410 Teams; up from 2015
•1000 Participants
•4285 Family Members; up from 2015
•4,500 Expo Participants
•300 Mud Run Competitors
•% of people in Vail specifically for event: 89%
•52% of the attendees had attended the Games in the
past
Visitor Type
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•An increase in the number of participants from the Front Range, Denver and Out of
State, who specifically come to Vail for this event and have scheduled their vacation
time around the event.
•As the event is gaining national awareness we expect this number to increase. Vail is
the Marquees Event of the National Series.
•To optimize visitor mix we need to advertise more in target markets and push early
sign up strategies in those markets.
Town of Vail | CSE | 10/30/2016
Overall Visitor Profile
5
•Our anticipated target demographic are families who
want to spend their vacation participating in outdoor
activities.
•Survey shows we reached our target demographic
area.
•We will keep focusing our advertising and marketing
on families who are active and are want a healthy
active lifestyle. We will focus on sponsors that have
the same message thus reaching a much larger
audience.
Town of Vail | CSE | 10/30/2016
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
6
•Events were spread days apart, therefore
out of town guests had to spend several
nights in Vail
•A fun Family Adventure Expo, watching
other kids race, as well engaging families
to volunteer on their non race days made
it fun for families to be in town for
several days
•Lodging call to action:
www.kidsadventuregames.com directed
participants to three key lodging partners
•The Sebastian
•Antler’s at Vail
•Evergreen Lodge
•The Holiday Inn
Town of Vail | CSE | 10/30/2016
Role/Importance of Event in Intent to Visit Vail
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•The clinics were on Wednesday and Thursday; the races on Friday, Saturday and Sunday. The kids
who would be most likely to be in the skills clinics, are the younger kids who raced on Saturday
and Sunday. Therefore families who participated in both the races and skills clinics, would be
staying in Vail more days. The skills clinics are always sold out, and we increased capacity by
32.5%
•58 % Of the skills clinics participants were overnight guests.
•To increase the number of overnight Vail guests coming for the event next year, we will market to
other events site nationwide to come to our marquis event and the site of a future National
Championship.
Town of Vail | CSE | 10/30/2016
NPS (Net Promoter Score)/Likelihood to Recommend
8
•The Net Promoter Score went up by 8 points from 2015. To increase this score for 2017:
•Race Course: creating a new course, which allows more participation with fewer
backups
•More precise communication with parents and kids in months leading up to the
event
•Have the volunteers carry an information card so they can all better assist with
questions
•Better technology on course so parents can locate their kids at any given time
Town of Vail | CSE | 10/30/2016
Estimated Return on Investment (ROI) & Attendee Expenditures
9
To encourage spending in Vail:
•The skills clinics were on Wednesday and Thursday, when the races were on Friday,
Saturday and Sunday. The kids who would be in the skills clinics most are the younger
kids who raced on Saturday and Sunday. Therefore families would be staying in Vail
more days.
•AM races and a 3 PM awards party had many families walk around and having lunch in
Vail Village after finishing the race.
•The Family Adventure Expo had some new, fun, free, attractions that encouraged
families to come out on none race days.
•The older kids raced on Friday, which encouraged younger kids to come out and watch
the races and thus spend more time in Vail Village.
•The older kids and families had a mandatory race meeting and bike drop on Thursday
evening, therefore increasing overnight stays.
Town of Vail | CSE | 10/30/2016
Vail Brand Compatibility
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Standard of excellence met by:
•Uniqueness of this event aligns with
Vail’s “Like Nothing On Earth” brand
•Marquee summer event for active
families living in and visiting Colorado
•Epitomizes Vail’s focus on Health,
Wellness and Family Activities
•Contributes to Vail’s sense of
community
•Increasingly a destination event
drawing out-of-town participation,
overnight stays and ancillary spending
The Premier International Mountain Resort Community
Event Strengths & Weaknesses
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Exceeded Expectations:
•Net Promoter at 90%
•Previous successful events increased word-of-mouth promotion resulting in sold-out
competition for the seventh year in a row in early July.
•Regional and national marketing and public relations efforts kept destination
participation at over 50% of total attendance and extended average length of stays
•5-day event allowed for additional ancillary events for non -competitors and expanded
event expo at Solaris
•Family Mud Run attracted 300 participants, most of which came from outside of
Eagle County
•2-day interactive expo at Solaris increased traffic within Vail and promoted event
awareness within Village
•Rerouting of busses and bike dismount areas made for a more pedestrian friendly
experience
•Expanded spectator guide included event info and family-friendly dinning, shopping and
activities guide
•Additional in-town signage improved traffic flow and event presence
Event Strengths & Weaknesses
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Exceeded Expectations:
•Modified Start/Finish/Transition layout improved traffic flow and overall experience at
Mountain Plaza
•Modified route eased congestion in the village; racer-public interface on Bridge Street
was addressed successfully
•The race course route itself was rejuvenated to keep alumni racers coming back
•The race course included a ride up the gondola, showcasing Vail Mountain
•2014 Unanticipated Mud Run impacts (dirty fountains) were avoided by working with
Public Works to turn off the fountains during the time frame the Mud Run takes place;
more rinse stations at race finish
•Improved signage and banner plan
•Increased participant numbers required additional resources on course which we were
able to address to some extend
•i.e. additional staff and obstacles to avoid lengthy backups
•Exceptional event staff acted as ambassadors for Vail and enhanced the overall
impression of the community
Event Strengths & Weaknesses
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Measures that could be taken for event improvement:
•In order for participation numbers to increase the course needs to be
redesigned to allow more athletes without increasing back up times at
obstacles: we are looking at clover-leaf start of the course
•With additional ancillary events happening simultaneously at multiple
locations, need for staff and volunteers continues to increase
•As destination participation increases, communication, planning and
equipment requirements need to evolve
•In order to attract National Sponsors we need to improve brand
awareness and improved sponsorship fulfilment
Town of Vail | CSE | 10/30/2016
Community Contribution
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Describe how the event impacted Vail’s sense of
community:
•Over 350 citizens and alumni athletes volunteered and
supported the event, over 5 days
•The 12-14 year olds raced on the first day which
allowed them to be involved and mentor on course at
the race the next two days of the race, thus increasing
their personal ownership in the event.
•Increased local vendor support: in-kind as well as with
cash
•Expanded growth of the expo with more vendors at
Solaris
•Local Sport Club and Dance demonstrations at
Mountain Plaza during the Awards party.
Town of Vail | CSE | 10/30/2016
Topline Marketing Efforts
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•Regional Print/Online Advertising
•Macaroni Kids
•Elevation Outdoors
•The Parents Handbook
•The Vail Daily
•Local Radio Advertising
•KZYR
•KSKE
•Local and Regional Television
•TV8 Vail
•9 news
•Email Blasts
•Database = 4,500 qualified emails
•Onsite Event Promotion
•GoPro Mountain Games
•Press Releases & Public Relations Efforts
•Social Networking Sites
•Facebook
•Twitter
•Bloggers
•What To Do Vail
•Colorado Parent
•Go Pro MTN Games Guide
•Spectator Guide
•YouTube
•Instagram
Potential for Growth & Sponsorships/Media Exposure
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•Documentary was made by AT&T U-Verse on the Kids
Adventure Games, airing this fall t.b.d., raising awareness
of the event and Vail in particular
•President's Council on Fitness, Sports & Nutrition has
requested a presentation on the event as well as
American Airlines’ “Snowflake Express”: Serving the
children of our fallen military heroes.By partnering with
non profits we will be able to make the Games more
accessible.
•Toyota, Horizon, GoPro and Clif Bar saw event first hand
by participating in the Expo and Races; which should
generate more sponsorship participation from them next
year.
•Industry word of mouth (Toyota, Horizon, GoPro and Clif
Bar) reaching out to others in respect to validity of the
event
•Championships in Vail moving forward
Town of Vail | CSE | 10/30/2016
Sustainability Efforts
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•Recycling at expo, race and after party
•Participants refill reusable water bottles/containers
•Race Director brings environmental message to the event
by awarding the teams that took the time to respect the
environment while they raced and collected the most
trash along the race course
•Spectator guide printed on recycled paper with soy ink
•Leave no Trace discussion of our race venue and its value
in pre race communications and race meetings
•Horizon Organic products packaged and served in recycled
materials
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 | 10/30/2016
Event Budget 2016
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•Total event budget: $142,010
•CSE funds: $40,000
•Profit and loss: $0
•Funding utilization:
•Marketing $12,5 k
•Solaris Expo $12 k
•Safety Staff $ 15,5 k
•In-kind sponsorship: 28,500
•Cash sponsorship: $19,750
Town of Vail | CSE | 10/30/2016
Additional Information/Appendix
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Additional documents attached to presentation:
•Appendix A: Budget Detail
•Appendix B: ROI Explanation
•Appendix C: Editorial Examples
•Appendix D: 2016 Spectator Guide
•Appendix E: RRC Survey Dashboard
Appendix A: Budget Detail
20Town of Vail | CSE | 10/30/2016
2016 Vail Kids Adventure Games Budget
Revenue Actual
TOV contribution $ 40,000
Sponsorship $ 19,750
Spectator Guide Ads $ 11,000
Entry Fees $ 71,260
Total Revenue $ 142,010
Expenses
Advertising/Marketing $ 12,500
Race/Athlete Expenses $ 10,500
Volunteer Supplies $ 4,800
Course Supplies $ 7,500
Operating Expenses $ 8,500
Contract Labor $ 47,000
Expo expenses $ 14,000
Spectator Guide $ 6,000
Admin Expenses $ 6,350
Kids AG Event Fees $ 12,860
VRD Event Production Fees $ 12,000
Total Expenses $ 142,010
Total Income $ -
Appendix B: ROI Detail
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2016 Kids Adventure Games Race Only
Number of Event Participants: 820
Average Number of people in group: 3.6
Total number of event-specific attendees: 2,952
Incremental Room Nights:
# of participants: 820
Percentage of participants using paid lodging (41%) in Vail: 61%
Average night stay in Vail: 3.6
Total Incremental Room Nights: 738
Incremental Spending:
Estimated total attendance: 2.952
Average amount spent per person: $198
Number of days in Vail: 3
Total Estimated Incremental Spending of Race Attendees: $1,753,488
Town of Vail ROI (Adventure Games + Mud Run)
Town of Vail CSE Investment: $40,000
Incremental Spending Generated: $1,753,488
TOV Sales Tax (4%): $70,139.52
TOV Lodging Tax (1.4%): $24,548
TOV Tax Income: $94,688
TOV Return on Investment: 1:35
*Information is based on 2016 post-event survey emailed to participants.
Appendix C: 2016 Editorial Examples
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Appendix D: 2016 Spectator Guide Example
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Appendix E: RRC Survey Dashboard