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HomeMy WebLinkAbout28. 2017 Recap Outlier Offroad FestivalSurveyed  Event  Recap:  OUTLIER  OFFROAD   Cultural,  Recreational  &  Community  Category December  6,  2017 OUTLIER  OFFROAD  FESTIVAL:  Sep.  29-­Oct.  1,  2017 Mike  McCormack Phone:  970-­485.5847 mikemac@outlier.bike 2 Highlights  &  Successes 3 SUCCESSES •Friday  and  Saturday  demo  attendance  were  up  by  19%  over  2016.  Very  strong  brand  attendance  despite  threat  of  (and  then  actual!)  awful  weather. •OUTLIER  Enduro  had  a  full  field. •2017  partners  all  signed  and  returning  for  2018 •EXCELLENT  operational  relationship  with  Vail  Resorts •New  USFS  permits  issued  (Outlier  ALLROAD) •Community  outreach  via  discounting  voluminous  and  successful  (ToV ,  VR) •Exciting  changes  in  planned  for  2018 •Tough,   ethical  operational  decisions   made  with  integrity  and  transparency. Questions  from  CSE 4 Attendance  Estimate 5 •Was  this  the  attendance  you  expected ? Sadly,  it  was  not.  The  threat  of  weather   significantly  impacted  brands  and  attendees.   While  we  were  up  YOY  for  Friday  and  Saturday,   we  had  the  close  the  demo  on  Sunday   altogether. •How  would  you  impact  attendance  next  year?   Late  season  events  always  run  the  risk  of   inclement  weather.  With  that  said,  we’re   reformatting  several  of  our  events  in  order  to   refocus  on  the  all-­‐mountain/enduro  and  gravel   road  markets. 6 Visitor  Type 7 •Was  this  the  visitor  type  split  you   expected?  YES.  For  the  3rd year  in  a  row   our  visitor  type  has  remained  consistent. •Why  or  why  not?OUTLIER  presents  a   uniquely  accessible  collection  of   national  brands.  There  aren’t  any  other   events  like  it  on  the  FR  or  Central   Rockies. •What  steps  would  you  take  to  optimize   visitor  mix  for  future  events?We  expect   more  and  bigger  brands  for  2018.  Also,   with  the  potential  addition  of  DH  and  a   3-­‐day  5-­‐stage  Enduro,  our  overnight   number  will  increase  significantly. Overnight  Visitor  Profile :  Overnight  Visitors  &  Seasonal  Residents  Only   Only 8 What  measures  did  you  take  to   encourage  attendees  to  book  lodging  in   the  Town  of  Vail? •We  offered  packages  through  Antlers   to  incentivize  multi-­‐night  stays.These   were  promoted  via  email  marketing   and  social  media  posts. •We  structured  our  event  schedule  to   promote  overnight  stays  including   opening  up  Friday’s  demo  to  the   public. Overall  Visitor  Profile 9 •Who  was  your  anticipated  target   demographic? 100K+HHI,  25-­‐55,  regional •Did  you  reach  your  target   demographic? Yes.  Cycling  is  fairly  predictable. •What  would  you  change  to  attract   that  audience  next  year? With  the  addition  of  a  restructured   XC  and  a  standalone  gravel  event,  we   hope  to  attract  more  women  in  2018. 10 Role/Importance  of  Event  in  Intent  to  Visit  Vail 11 •What  actions  did  you  take  this  year  to  generate  the  number  of  overnight  guests? Strategic  programming  scheduling,  lodging  incentives,  shock  and  awe-­‐grade  brands   (too  much  to  absorb  in  just  one  day.) •How  would  you  increase  the  number  of  overnight  Vail  guests  next  year?  We  need  to   continue  to  attract  top  cycling  brands  while  at  the  same  time  attracting non-­‐endemic  active  outdoor  brands  to  complement  existing offerings.  Also,  we  can  further  refine  the  competitive  schedule to further  encourage  overnight  stays. NPS  (Net  Promoter  Score)/Likelihood  to  Recommend 12 •Do  you  think  the  NPS  scores  reflect  the  attendee  event  experience?  Yes.  Weather   threw  a  wrench  in  our  planned  awesomeness,  but  our  scores  are  actually  improved   over  the  prior  year.   •What  steps  would  you  take  to  improve  the  NPS  scores  for  your  event  next  year? More  brands.  Adding  a  spectator-­‐friendly  DH,  the  addition  of  live  music. Estimated  Return  on  Investment  (ROI)  &  Attendee  Expenditures 13 •What  did  your  event  do  to  encourage   spending  in  Vail? We  promoted   local  restaurants,  hotels,  bars   and  retail  outlets  via  email  marketing  and   free  demo  space  for  local  merchants  and   reps. We  would  also  have  it  not  threaten  to  snow   (and  then  actually  nuke).  Our  numbers  really   suffered  because  of  weather. 14 Event  Strengths  &  Weaknesses 15 •How  did  the  event    exceed  expectations? Year  over  year  attendee  numbers  for  the  days  that  it  didn’t  snow  showed   significant  growth.  We  also  were  forced  to  make  some  challenging  and   ultimately  fiscally  harmful  operational  decisions.  We  did  the  right  thing   and  felt  it  financially,  but  in  the  big  picture,  that’s  how  you  grow  and  build   loyalty   •What  are  areas  for  event  improvement? Better  web  updating.  Enhanced  (non-­‐endemic)  brand  attendance.  Live   music.  And  some  kickass  programming  enhancements  for  2018. •How  did  this  year’s  event  compare  to  previous  years? When  comparing  day  to  day  (Friday  and  Sat)  it  performed  well  (up  about   20%).  The  threat  of  weather  saw  about  a  dozen  vendors  back  out  at  the   last  minute  and  also  discouraged  Front  Range  attendees  from  traveling. Also,  we  weren’t  able  to  run  the  demo  on  Sunday  at  all.     Vail  Brand  Compatibility 16 •How  did  the  event  support  the  Vail  Brand ? Outlier  is  a  vibrant  and  energetic  event  that  caters  to  a  young-­‐ish affluent   crowd.  The  event  leveraged  its  good  standing  with  Vail  Resorts  and  the  US   Forest  Service  to  offer  compelling  back  and  sidecountry  offerings  for   competitive  and  non-­‐competitive  attendees. Outlier  showcases  the  beauty  of  the  changing  seasons,  the  spectacle  and   majesty  of  the  mountain,  and  the  inclusiveness  of  the  surrounding   community. Like  Vail,  Outlier  is  unique  and  awesome.    A  blue  chip,  need-­‐time  signature   event  for  one  of  the  world’s  best  and  most  recognizable  brands. Community  Contribution 17 •How  did  the  event  impact  Vail’s  sense  of  community ? While  an  elite  brand,  Vail  is  still  incredibly  welcoming.  We  work  hard  to   make  sure  that  the  local  cycling  community  if  offered  every  opportunity   to  participate  at  deeply  discounted  or  even  free  of  charge. We  want  Outlier  to  be  an  event  in  which  the  community  takes  pride;  one   that  is  well  organized,  reasonably  delightful,   uniquely  audacious  in  its   offerings,  and  above  all  respectful  to  and  responsible  towards  the   community  and  the  backcountry  in  which  it  takes  place. It  was  fun.  It  exhibited  a  best  in  class  stewardship  ethic.  It  acknowledges   the  investment  of  the  community  and  attempts  to  return  that  goodwill   and  graciousness  by  making  participation  as  an  attendee,  volunteer  or   competitor  easy  and  rewarding. 18 Topline  Marketing  Efforts 19 1.Email  database  outreach Because  we  produce  and  promote  several  other  high  profile  events   including  the  Breck  Epic,  Eagle  Outside  Festival  and  Brevet  Beaver   Creek,  our  database  is  substantial  –nearly  20,000  riders  in  Colorado   alone.  We  published  quarterly  mass  emails  with  event  updates  and   news. 2.Endemic  customers  communication We  define  this  as  the  bike  industry  itself.  Our  outreach  begins  nearly  13   months  in  advance  each  year  and  capitalizes  on  an  extensive  industry   database. 3.Social  media  marketing Targeted  Facebook  marketplace  ads  as  well  as  sponsored   tweets  help   us  keep  Outlier  top  of  mind  with  our  consumers  and  attendees. Potential  for  Growth  &  Sponsorships/Media  Exposure 20 •How  do  you  see  the  event  evolving  or  growing  next  year? We’re  attempting  to  flesh  our  our  media  component,   doubling   the  size  of  the  demo,   expanding  to  Lionshead,  offering  an  invite-­‐only  DH,  reducing/reformatting  the  XC  and   expanding  the  Enduro  to  three  days  with  the  (hopeful)  addition  of  two  more   backcountry  routes. •What  sponsors  do  you  plan  to  target  next  year? Audi,  Volvo,  Mercedes -­‐Benz,  Land  Rover,  GMC •How  will  you  leverage  media  exposure  and  extend  the  marketing  reach  next  year? We  hold  out  hope  that  we  can  further  integrate  with  Vail  Resorts’  marketing  team  to   help  increase  the  profile  and  reach  of  the  event.  Ideally,  we’d  offer  packages  to   incentivize  loyalty  and  encourage  new  participation.  Additionally,  we  hope  to  engage   VR’s  retail  component  while  stiff  offering  insider  access  to  vendors  and  partner brands  from  standalone  local  retailers. Sustainability  Efforts 21 •What  measures  were  taken  at  your  event/program  to  support  the   environmentally -­‐friendly  goals  of  the  Town  of  Vail? Registration  (minus  VR’s  waiver)  was  100%  digital!  For  an  almost  entirely  human-­‐ powered  event  that  already  produces  minimal  waste,  we  reduced  our  paper   consumption  by  70%! •What  waste  reduction  methods  were  used  during  your  event/program ? Paperless  registration,  high-­‐efficiency  generators,  human-­‐powered  margarita   blending. •How  could  you  improve  on  sustainability  efforts  for  next  year’s  event? We  use  less  than  3  gallons  of  gas  on  site  and  less  than  two  reams  of  paper.   Everything  recycle-­‐able  IS  actually  recycled.  Our  footprint  is  already  pretty  small.   We  love  typing  that. 22 Event  Budget 23 Item $ Total  Event  Budget:55,215 CSE  Funds:25,000 Cash  Sponsorship  (not  CSE):6,800 In-­‐kind Sponsorship:3,700 Marketing Budget:13,000 Profit  &  Loss:+3,185 How  did  you  use the  CSE  funds? (marketing,  operations,  staff,   venue,  etc.) CSE  funds underwrote  the  marketing   budget,  cash  purse  and  about  half  of  our   site  rental  fee. 24 APPENDIX OUTLIER OFFROAD MARKETING  PLAN Sep  ‘16 Oct  ‘16 Nov  ‘16 Dec  ‘16 Jan  ‘17 Feb  ‘16 Announce  2017   date  to  industry Confirm/re -­‐sign 2016  partners CSE  recap Email  outreach  – endemic and  non-­‐ endemic  brands Regenerate social   identity  assets Email  –endemic and  non-­‐endemic   brands Social  media   update Survey re-­‐ distribution New  imagery  for   all social  channels Sponsorship proposal  creation Save the  date   email  outreach Email  thank-­‐you Update website   with  2017  dates Press  release  – date   announcement Launch  social   advertising   campaign  –FB,   Twitter Survey  distribution Update  social   channels OUTLIER OFFROAD MARKETING  PLAN Mar  ‘17 Apr  ‘17 May  ‘17 June  ‘17 Jul  ‘17 Aug  ‘17 Sep  ‘17 Social  media ads  –Twitter,   FB Social  media ads  –Twitter,   FB Social  media ads  –Twitter,   FB Social  media ads  –Twitter,   FB Social  media ads  –Twitter,   FB Social  media ads  –Twitter,   FB Social  media ads  –Twitter,   FB Social  posts  – Twitter,   Instagram,  FB Social  posts  – Twitter,   Instagram,  FB Social  posts  – Twitter,   Instagram,  FB Social  posts  – Twitter,   Instagram,  FB Social  posts  – Twitter,   Instagram,  FB Social  posts  – Twitter,   Instagram,  FB Social  posts  – Twitter,   Instagram,  FB Email  blast  – dates,  brands,   events Email  – endemic and   non-­‐endemic   brands Email  blast  – lodging,  to-­‐do Email  – endemic and   non-­‐endemic   brands Email  blast  – USAC   championships Email  – endemic and   non-­‐endemic   brands  –load-­‐in   and  load-­‐out   info Email  blast  – last  minute   items Media  outreach USAC  email   blast Media outreach USAC  email   blast Local/regional   media  outreach Local  club  blast Sea Otter  brand   outreach Poster   distribution Volunteer  blast Discount blast   (ToV,  Vail   Resorts) Total economic impact per attendee day Restaurants/ bars/ food concessions Lodging Demo and race fees Shopping Other Recreation Other items $0 $100 $200 Economic Impactper Attendee-Day$157 $42 $34 $30 $24 $11 $14 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 56% 21% 12% 12% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 15% 42% 15% 15% 6% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 27% 53% 18% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 68% 8% 9% 4% 8% 4% Under $50k $50k-$100k $100-$150k $150k or more 19% 28% 29% 24% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 27% 30% 27% 6% 4% 6% Male Female 82% 18% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding60% 26% 14% 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% 40% 60% 80%Percent Responding13% 69% 4%1%2%2%2%6% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.21 $5,272 $7.41 $185,225.29 $25,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 1.2K Attendance Est 47% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 0% 50%Percent Responding59% 14%21% 1%4% Visitor Type Colorado Indiana Massachusetts Michigan Missouri Nebraska North Carolina 1% 1% 1% 1% 1% 1% 93% 2017 Vail Event Visitor Summary: Vail Outlier Offroad Festival, September 29 - October 1, 2017 Survey technique: Intercept. Overall sample size: 54 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 3 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Day visitor to Vail 9.3 6.8 0.0 9.5 8.9 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: $181 $160 Overall Overnight visitor Overall B Event Betty Ford Alpine Gardens Blue Grass Burton Craft Beer Classic Family Fun Farmer's Market Gourmet on Gore Jazz Party Kid's Adventure Games King of the Mountain Lacrosse Shootout Lacrosse Tournament Melee in the Mountains NonEvent Outlier Pink Vail Prep Baseball Reports West Slow Fashion Spring Back to Vail  7:22  AM  01/17/09  Accrual  Basis  The  Greenspeed  Project,  Inc.  Profit  &  Loss  Budget  Overview  January  through  December  2010  Page  1  of  3 OUTLIER  OFFROAD  OPERATING  BUDGET 2017 Ordinary  Income/Expense Income Registration  Revenue 22,000.00 Sponsorship  Revenue 6,800.00 DEMO  Revenue 4,600.00 Community  Contribution 25,000.00 Total  Income 58,400.00 Admin  Expense Accounting 459.00 Office  Overhead Equipment 0.00 Phone/Fax/Internet 240.00 Rent 750.00 Supplies 600.00 Postage  and  Delivery 100.00 Printing  and  Reproduction 1,100.00 Business  Licenses  and  Permits 346.00 Computer  and  Internet  Expenses 750.00 General  Liability  Insurance 2,750.00 Lodging 0.00 Legal 0.00 Web  Hosting 1,150.00 Banking  Expense Analysis  SVC  CHG 75.00 Misc  Fee  -­  reconciliation 10.00 Service  Charges 25.00 Total  Admin  Expense 8,355.00  7:22  AM  01/17/09  Accrual  Basis  The  Greenspeed  Project,  Inc.  Profit  &  Loss  Budget  Overview  January  through  December  2010  Page  2  of  3 OUTLIER  OFFROAD  OPERATING  BUDGET 2017 Production  Expense Barricade 0.00 Permit  Fees  (USFS,  ToV)2,900.00 Radio  Rental 0.00 Site  Fees Facilities  Rental 7,820.00 Showers 0.00 Trash/Recycling 0.00 Insurance 0.00 Timing  &  Scoring 2,750.00 Meal  Expense 740.00 Race  Supplies 975.00 Prize  Purse 6,000.00 Equipment  Rental 0.00 Number  Plates 950.00 Uniform  Expense 500.00 Infrastructure  &  Signage 1,500.00 Labor Announcing 1,500.00 Course  Crew 5,500.00 Admin  labor 1,000.00 Expo  Staff 1,200.00 Medical 0.00 Moto 0.00 Registration 500.00 Salary 0.00 Misc  Expense  (coffee)25.00 Total  Production  Expense 33,860.00 Marketing  &  PR Identity  &  Design 0.00 Digital  Spend 4,500.00 Map  Development 0.00 Email  MKTG  Hosting 1,750.00 Sponsorship  Fulfillment Coroplast 1,250.00 Vendor  Relations 500.00 Additional  Vinyl/Coro 1,500.00 Print  Spend 2,500.00 Radio  Spend 0.00 Local/Regional  Print  Spend 0.00 Meals 1,000.00 Total  Marketing  &  PR 13,000.00  7:22  AM  01/17/09  Accrual  Basis  The  Greenspeed  Project,  Inc.  Profit  &  Loss  Budget  Overview  January  through  December  2010  Page  3  of  3 OUTLIER  OFFROAD  OPERATING  BUDGET 2017 Merchandise/Awards Awards 2,750.00 Entrant  Jersey 0.00 Entrant  Tee 3,600.00 Total  Merchandise 6,350.00 TOTAL  REVENUE 58,400.00 TOTAL  EXPENSE 55,215.00 NET  EVENT  INCOME/LOSS 3,185.00