The URL can be used to link to this page

Home My WebLink About23. 2017 Event Recap - Vail Automotive ClassicEvent Recap: Vail Automotive Classic | Vail Village Car Show Cultural, Recreational & Community Category October 9, 2017 Vail Automotive Classic - September 8 –10, 2017 Vail Automotive Classic Phone: 970.376.1299 info@vailautomotiveclassic.com 2 Rich tenBraak 970.376.5303 rich@vailautomotiveclassic.com Taylor Slaugh 970.445.8998 taylor@vailautomotiveclassic.com Overall Event Highlights & Successes 3 •(NPS) was 54 •1st – 3rd Award Ribbons given for each class, Best of Show (Sport & Classic) plus Sponsor Awards and People’s Choice Award. •The streets seemed more full for longer at the Vail Village Car Show than in previous years •Signed three new sponsors adding variety to our sponsorship lineup. •Participant Survey Comments: “Unique car show in a beautiful setting ” “Great event… planning to return next year.” “Love it every time. Thank you!” “Keep up the good work.” Estimated Attendance Results 4 •Estimated attendance: 85 car show entries = approximately 180 participants and 5000 attendees/spectators. Since this was a non-ticketed event (spectator- wise) we based this on the attendance of the Farmers’ Market that Sunday. •Number/percentage of people who came specifically for event: 180 (85 car show participants plus significant others and in some cases families. •Number/percentage of people who attended the event last year: 35%* * Based on internal Post Event Car Show Participant Survey results. Estimated Attendee Profile Results 5 •Based on car show registrations, participants came from: Colorado, Texas, New Mexico, Florida, Illinois, Kansas, New Hampshire, and New york. Spectator profile would be similar to that of the Farmers’ Market. Estimated Spending Results 6 •Lodging: •Average amount spent on lodging/day: Est. $250 •Room nights booked due to event association: 80 •Hotels Listed in survey responses plus post event conversations with participants: Manor Vail – The Lodge at Vail - Tivoli Lodge - Evergreen Lodge – Sonnenalp – Four Seasons - Sebastian - Sitzmark Lodge – Gasthof Gramshammer * •# of nights stayed: 2.5 (average)* •$20,000 in room nights •Dining: Approx: $20,000 (2ppl per room x $125 each, per day) •Shopping: Approx: $12,000 (based on about 80 room nights x $150) •Other Activities: Approx: $2,000 * Some data based on internal Post Event Car Show Participant Survey results. NPS (Net Promoter Score) 7 Participant Response: How likely is it that you would recommend this event to a friend or colleague? * Based on internal Post Event Car Show Participant Survey results. Event Strengths & Weaknesses 8 •How did the event exceed expectations? Event continues to grow year over year and developing a reputation as something people look forward to and make sure they are in town for. The event also fits perfectly with Brand Image of Vail. High end, expensive, rare, collectable cars… “eye- candy” decorating the streets of Vail. •What are areas for event improvement? Expand geographic reach of marketing efforts to expose event to even more people and expand the capacity of the Vail Village Car Show. •How did this year’s event compare to last year? We had about the same # of cars in the car show as last year but hosting all events in Vail created a more focused and easier to market “weekend of events.” When the Wheels & Wings Festival is part of the event line-up it ’s a little confusing to understand the geography of everything when one is not from the area. That said we still heard a lot of comments about missing the Wheels & Wings Festival this year. People really enjoy the entertainment value of that event. Vail Brand Compatibility The Premier International Mountain Resort Community 9 How did the event /program support the Vail Brand? •Continue to be a “premier” car show in the Rocky Mountain Region attracting a high end target audience (car enthusiast and collectors) to the Town of Vail. •8th year event that continues to grow and attract new people to the event each year. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 10 How did the event impact Vail’s sense of community? Example 1: The audience in Vail continues to engage and actively participate in our event, year after year. Some people merely walk and peruse the cars but, the majority stop, ask questions, capture photos (post and tweet via social media) and interact with many of the car owners. Example 2: During the event, the merchants and shop owners also commented on how much they enjoy the show. A sense of community and friendly interaction is certainly an important part of the Vail Village Car Show. Example 3: The VAC also continues to give back to the community at large with contributions to local charities, made possible by donations from registrants and sponsors, as well as from event proceeds. Topline Marketing Efforts 11 What are the top 3 successful marketing tactics, executions or results from your event/program? •Email marketing to email list of approx: 1,500 names in our database, and databases of partners (i.e. Colorado Grand and Denver Car Clubs). Make a weekend of it message reinforced with use of branded Vail Video. •National advertising in trade publication (Sports Car Market, 2017 Concorso Guide) promoting the idea of “Making Vail a weekend destination” •Targeted Facebook Advertising & Search retargeting advertising promoting make a weekend of it message. Potential for Growth & Sponsorships/Media Exposure 12 •How do you see the event evolving next year? Looking to increase the level of the Saturday social event for the Car Show participants in Vail. •What sponsors do you plan to target next year? Looking to target high-end car dealerships in the Front Range/Denver market and continue to build our relationship with existing car industry brands to increase support and sponsorship levels. •How will you leverage media exposure and extend the marketing reach next year? By signing sponsors from the Front Range we hope to leverage those relationships in that market to increase media exposure for the event. Sustainability Efforts 13 •N/A - No food, beverages or merchandise was sold as a part of this event. •Oil pans were placed under each car parked in the Vail Village. •Reusable directional signage was used •Use reusable/date-neutral banner for Vail Village 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. Event Budget 14 * Event producer to attach detailed budget for recap Item $ Total Event Budget: 33,620 CSE Funds: 6,000 Cash Sponsorship (not CSE): 25,000 In-kind Sponsorship: 0 Marketing Budget: 8,500 Profit & Loss: -1,446 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Permits/Fees, Insurance and Marketing & Event Coordination Additional Information/Appendix 15 •Provide detailed budget in the Appendix •Provide final marketing plan in the Appendix •Provide any additional information or marketing materials you think the CSE would benefit from Estimated Actual Total Expenses $76,334.55 $35,084.03 Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual Rental fees $6,000.00 Social food + Beverage $19,584.55 $1,788.33 Insurance $2,250.00 $1,870.00 Non-social food + Bevera $250.00 Sound/AV $600.00 <insert Other>$0.00 Construction or Equipment $0.00 <insert Other>$0.00 Trash/Composting $0.00 Total $19,834.55 $1,788.33 Utilities $0.00 Labor & Uniforms; Volunteers & Staff $2,275.00 $500.00 Program/Lodging Estimated Actual Traffic Control $0.00 Entertainment $2,500.00 $417.21 Awards $750.00 $684.11 Speakers $0.00 Signage $500.00 $517.70 Travel $0.00 Marketing & Event Coordination $16,000.00 $14,040.60 Hotel $0.00 Accounting & Legal Services $1,250.00 $1,032.50 Cost of Good sold $2,000.00 $1,816.94 Fees and Permits $150.00 $168.00 Security $0.00 Band $3,000.00 $700.00 <insert Other>$0.00 Decorations $2,500.00 $0.00 <insert Other>$0.00 Total $35,275.00 $19,512.91 Total $4,500.00 $2,234.15 Marketing Estimated Actual Prizes Estimated Actual Advertising - Radio $0.00 Prizes $0.00 Advertising - Print $2,650.00 $1,167.73 Cash Purse $0.00 Advertising - Social Media $1,500.00 $165.00 Total $0.00 $0.00 Public Relations $0.00 Sales Team Expenses $6,000.00 $4,019.10 Media TV, Production & Distribution $0.00 Graphic Design $2,000.00 $1,532.50 Website $1,000.00 $667.52 Collateral Materials $0.00 Printing $75.00 $17.73 July 4th Parade $0.00 $261.36 Dues $0.00 SWAG bags $750.00 $623.54 <insert Other>$0.00 Total $13,975.00 $8,454.48 Marketing Estimated Actual Telephone/Internet $0.00 Photography $1,250.00 $1,280.91 Transportation $0.00 Permit Fees $0.00 Postage/Shipping $0.00 In Kind Trades $0.00 Supplies-Office or Other $250.00 $301.45 Demographic Survey $0.00 Sales Tax $0.00 Banners $1,250.00 $1,511.80 <insert Other>$0.00 <insert Other>$0.00 Total $2,750.00 $3,094.16 2017 Recap Vail Automotive Classis September 8-10, 2017 > Expenses Estimated Actual Total Income $79,810.00 $33,620.00 Tickets/Admissions Estimated Actual Estimated Actual 65 Adults @ $399.00 $25,935.00 0 Children @ $0.00 $0.00 15 Other @ $225.00 $3,375.00 0 <Insert Other> @ $0.00 $0.00 $29,310.00 $0.00 Programs/Advertising Estimated Actual Estimated Actual 0 Covers @ $0.00 $0.00 0 Half-pages @ $0.00 $0.00 0 Quarter-pages @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $0.00 $0.00 Exhibitors/vendors Estimated Actual Estimated Actual 0 Large booths @ $0.00 $0.00 0 Med. booths @ $0.00 $0.00 10 Small booths @ $350.00 $3,500.00 $700.00 0 Goods sold / t-shirts $0.00 $0.00 100 Car Registration $60.00 $6,000.00 $3,960.00 0 <Insert Other> @ $0.00 $0.00 $9,500.00 $4,660.00 Revenue from other items Estimated Actual Estimated Actual 8 Cash Sponsorships @ $4,375.00 $35,000.00 $25,000.00 0 In Kind Sponsorships @ $0.00 $0.00 0 Donations @ $0.00 $0.00 0 CSE Funding @ $0.00 $0.00 0 Grants @ $0.00 $0.00 1 CSA Funding $6,000.00 $6,000.00 $3,960.00 0 0 $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $41,000.00 $28,960.00 2017 Recap Vail Automotive Classis September 8-10, 2017 > Income Estimated Actual Total income $79,810.00 $33,620.00 Total expenses $76,334.55 $35,084.03 Total profit (or loss)$3,475.45 -$1,464.03 2017 Recap Vail Automotive Classis September 8-10, 2017 > Profit - Loss Summary $0.00 $10,000.00 $20,000.00 $30,000.00 $40,000.00 $50,000.00 $60,000.00 $70,000.00 $80,000.00 $90,000.00 Estimated Actual Total income Total expenses VAC 2017 Media/Advertising Participant Registration Spectators for Event OPTIONS JUNE JULY AUGUST SEPTEMBER Wk 1 Wk 2 Wk 3 Wk 4 Wk 1 Wk 2 Wk3 Wk 4 Wk 1 Wk 2 Wk 3 Wk 4 Wk 1 Wk2 PRINT Vail Daily $1,167.73 Digital Adv. -‐ Facebook & Search Retargeting Regional $300 MAGAZINES/PROGRAMS/INDUSTRY PUBS Sports Car Market $1,200 EMAILS FREE TOTALS TOTAL: