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Home My WebLink About2.f. 2016 Betty Ford Alpine Gardens RecapSurveyed Event Recap: Betty Ford Alpine Gardens Programming December 7, 2016 Event Name: Betty Ford Alpine Gardens Programming Office: 970.476.0103 Liz@bettyfordalpinegardens.org Info@bettyfrodalpinegardens.org Attendance Estimate • • • Visitor Type • • • Overall Visitor Profile •Who was your anticipated target demographic? Gardens & Exhibits: Families, Intimate Evenings: Adults 30+ •Did you reach your target demographic? •Yes, although we feel that we did not receive an accurate sample size for this survey. * Children who visited with parents are not respondents or reflected in the survey. •What would you change to reach that audience next year? We have taken steps within the Ed. Center to record participants contact info on a larger scale. We are currently using Guest’d, a digital guest book that allows visiotrs to simply input their contact information via an app. We have collected 55 emaills in just 2 weeks. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only • Role/Importance of Event in Intent to Visit Vail • • NPS (Net Promoter Score)/Likelihood to Recommend • • Estimated Return on Investment (ROI) & Attendee Expenditures • Vail Brand Compatibility Event Strengths & Weaknesses • • • Community Contribution • • • • Topline Marketing Efforts • • • • • Monthly newsletter. Potential for Growth & Sponsorships/Media Exposure • • • Sustainability Efforts • • Event Budget • • • • • Betty Ford Alpine Gardens Nurture / Explore / Discover 2016 Budget Revenues Individual Support 7,000 Corporate Support 4,000 Grants - United Way 2,000 Town of Vail Special Events 15,000 Earned Revenue 1,500 TOTAL REVENUE $29,500 Expenses Exhibtion panels and lighting 8,000 John Feilder Exhibition 500 Arctic Landscape Exhibition 7,500 Mushroom and Fungi Exhibition 5,000 Marketing 6,000 TOTAL EXPENSES $27,000 In-Kind Contributions Lodging - Manor Vail 750 Lodging - Christiannia 450 Lodging - Ritz Carlton 750 Wine - Grappa 350 Crazy Mountain Brewery 150 Vail Daily 2000 Total In-Kind 4,450$ Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Other items, excluding lodging Recreation (golf, bike rental, etc.) Lodging $0 $100 $200 Economic Impactper Attendee-Day$22 $12 $5 $0$2 $2 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 67% 33% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 17% 67% 17% 1 2 3 - 5 6 - 8 9 - 14 15 or more 17% 33% 17% 33% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 83% 17% Under $50k $50k-$100k $100-$150k $150k or more 13% 25% 13% 50% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 38% 33% 21% 8% Male Female 15% 85% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records15% 85% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20%Percent Responding27% 14% 27% 5% 9%9%9% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $11.79 $176,911.11 $15,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 8.0K Attendance Est 85% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident 0%Percent Responding21% 36% 18% 25% Visitor Type Colorado Arizona Arkansas California Florida 4% 4% 4% 4% 58% 2016 Vail Event Visitor Summary: Betty Ford Alpine Gardens, Various Exhibits/Events, Summer/Fall 2016 Survey technique: Post-trip web. Overall sample size: 28 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 1 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident 8.6 2.7 3.5 4.8 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: Overall Overnight visitor Overall N/A