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Home My WebLink About2017 Event Recap VailCentreSurveyed Program Recap: The Vail Centre Programs Education & Enrichment Category CSE Meeting Presentation: October 9, 2017 Vail Centre Programs: 2017 Colleen Davis, VP of Development Phone: 307.203.8320 colleen@vailcentre.org 2 Overall Event Highlights & Successes 3 1.Increased partnership with the Town of Vail for venues and organization training. 2.Vail Centre participant survey’s validate course quality and CSE survey comments supports data Avg. 9.6/10 3.Recruited Governor’s Economic Development Director and Director of the Colorado Technology Association to our Board. 4.Increased overall course graduates by 125% Questions from the CSE 4 Program Impact, Testimonials & Observations 5 •Provide insight into personal impact on attendees of the event/program, how were people affected by the program? Each of our programs is designed to specifically help solve issues that our community and our state are dealing with. Attendees from the Duke University non-profit course gained skills to improve efficiency and effectiveness of their non-profits. These new skills have a long-term effect on our communities as the non-profits are better able to serve their constituencies. The Cornell and University of Colorado course had similar effects. The participants in each course shared that they would be able to take the practical skills they learned to be better leaders and entrepreneurs •Include any testimonials from attendees Cornell Course Participant: ”Thank you all for creating this course! I genuinely feel much more confident about being an effective manager and I credit this course with giving me many more tools to bring to bear on the future of my career. Thank you again!!!” Duke Course Participant: “The course provided much needed information around legal and financial responsibilities for non-profit, which I had not yet learned.” CU Course Participant: “I was so thrilled to see a structured, professionally-lead event for entrepreneurs in Vail. More please!!” •Provide any other relevant qualitative results from your event/program The Vail Centre surveys each class and program on the final day to ensure we have the best information and that our programs are meeting the need of the participants. We share this data with the universities immediately following. Quality is our #1! Attendance Estimation 6 •Was this the attendance you expected? Yes, this is approximately what we expected. Though the Vail Centre still has a few more programs for the remainder of the year that will increase these numbers further. •How would you impact attendance next year? Referrals from our course participants from the previous year have been key to our success. That said, next year we think our partnerships in Denver and the Front Range will have an even broader impact. We also hope to partner with the VLMDC to create a campaign around making Vail an educational hub. Visitor Type 7 •Was this the visitor type split you expected? Not exactly •Why or why not? Please explain. We expected a bit more participants that would be overnight visitors. We are pleased, however, that our local community residents are able to take advantage of the programs we are offering. It is worth noting that the professors were also not included in the survey data which would skew the data. •What steps would you take to optimize visitor mix for future events or programs? We firmly believe in expanding our marketing and forming partnerships in Denver will have a tremendous impact on our visitor mix. Overnight Visitor Profile 8 •What measures did you take to encourage attendees to book lodging in the Town of Vail? The Vail Centre works with each participant and professor on an individual basis to find them lodging that meets their budget. In addition, we work with hoteliers to provide them with discounted rates and room blocks. Hotel partners include: The Sonnenalp, The Antlers, The Four Seasons, The Vail Marriott, and the Arrabelle. It should be noted that the professors stays are not included in this data as they were not surveyed, but all came from out of town and stayed multiple nights. Program Attendee Profile 9 •Who was your anticipated target demographic? Our target demographic is the mid-career professional between the ages of 25-65 which also roughly corresponds with Town of Vail’s “Active Professionals” target market. •Did you reach your target demographic? Yes, we are pleased with the mix we had this year. That said, we know we had a quite a few more participants/professors from outside of Colorado that are not accounted for in the data. •What would you change to attract that audience next year? We hope to have similar mix, but extend our reach to more participants outside of Colorado through more marketing. Role/Importance of Event/Program as Reason to come to Vail 10 •What actions did you take this year to generate the amount of event attendees? We are pleased that all of our attendees came to Vail just to attend our course. Whether local or not, bringing them to Vail during the middle of the week is important to our brand and experience. The Vail Centre works hard in partnering with the right institutions and the right programs to ensure attendance for each of our programs. •How would you increase the amount of attendees coming for the event/program next year? More marketing, referrals from last year’s participants, and partnerships with organizations based outside of Vail NPS (Net Promoter Score)/Likelihood to Recommend 11 •Do you think the NPS scores reflect the attendee event/program experience? We were pleased to see our net promoter score increase and in fact did some research on net promoter scores in the education space to learn more. We found that both Duke University Fuqua’s School of Business and Harvard Business School hover around a 50% NPS score due to the high expectations of the clientele they are serving and the length of the overall experience. •What steps would you take to improve the NPS scores for your event/program next year? We rely heavily on our qualitative data in assessing our courses. We will review each comment we have internally to make adjustments to our programs. That said, there were very few negative comments to act upon. Estimated Return on Investment (ROI) & Attendee Expenditures 12 •What did you or your event/program do to encourage spending in Vail? This year we provided participants with a slew of information on things they could do before and after the courses each day. What is not included in these numbers are the professors’ spending (as they were not surveyed) and our investment in bringing attendees to a Bravo concert with dinner to enhance their experience. Event Strengths & Weaknesses 13 •How did the event exceed expectations? •Solidified Duke relationship and discussed future expansion •Student success in their organization •What are areas for event improvement? •Out of State promotion through increased marketing partnerships •Increased support of entrepreneurs •How did this year’s event compare to last year? •Very similar in student make up and experience Vail Brand Compatibility The Premier International Mountain Resort Community 14 •How did the event /program support the Vail Brand? •The Vail Centre is the ONLY place on earth that brings multiple top tier universities to one location to host courses. •The Vail Centre is the perfect compliment to the recreation and cultural events of Vail and is beginning to build Vail’s learning brand so Vail can expand its offerings in these areas in the future. • The Vail Centre has always strived to embed learning into our participants through our incredible location in the mountains. Allowing participants to experience the natural world around them through outside of classroom experiences again provides a greater awareness of themselves and all that is Vail. Community Contribution 15 •How did the event impact Vail’s sense of community? These are just a few of our impacts 1.) The Vail Centre is the only entity in the valley focused on the mid-career professional. By providing education for this segment, we are keeping Vail a more vibrant and sustainable community. 2.) Duke University: Nonprofit Management Course: Educated non-profit leaders to have better impact and sustainable business plans to have long-lasting effects on their community 3.) Cornell University: Essentials Skills for Leadership in Hospitality: This program is built to help reduce hospitality turnover rates through better leadership and management which leads to a more sustainable community. Topline Marketing Efforts 16 •What are the top 3 successful marketing tactics, executions or results from your event/program? 1.Partner promotion (Duke, Yale, Cornell, CU, Colorado Non-Profit Association, Colorado Technology Association) 2.Print Advertising: Vail, Aspen, Steamboat, Summit 3.Blog/Online Content: Shareable content with global reach Potential for Growth & Sponsorships/Media Exposure 17 •How do you see the event evolving next year? •More community integration and outreach •New topics of interest •What sponsors do you plan to target next year? •Local partners (VVF,Vail Health, VLMDC) •State of Colorado •How will you leverage media exposure and extend the marketing reach next year? •More webinar and blog activity nationally •National business articles *Boulder now reaps the benefits of a long- term commitment to building a University. Sustainability Efforts 18 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? 1.) Provided Water Bottle Refueling Stations 2.) Used recyclable materials wherever possible 3.) Encouraged and printed schedules of local shuttles and buses 4.) Recycled at all events and programs 5.) Provided water bottle refilling stations •What waste reduction methods were used during your event/program? The Vail Centre made a concerted effort for all course material to be electronic rather than printed unless absolutely necessary. In addition, we listed all course material on a dedicated website for each course •How could you improve on sustainability efforts for next year’s event? We would like to provide all participants with a reusable water bottle and continue our efforts to partner with universities on sustainability. Event Budget 19 * Event producer to attach detailed budget for recap Item $ Total Event Budget: $635,000 -CSE Funds: $58,500 -Cash Sponsorship (not CSE): $0.00 -In-kind Sponsorship: $18,000 -Marketing Budget: $67,500 -Profit & Loss: -$75,000 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) All. VC + TOV 2017 Partnership Venue Trade $36,405 Course Trade $45,650 CSE Funding $58,500 Net Support $49,255 Appendix A 20 •Provide detailed budget Appendix B 21 •Provide final marketing plan in the Appendix Vail Centre Marketing Spend Dollars Spent Print Ads $23,000 Social Media $15,000 Website $6,000 PR $18,000 Graphic Design/Materials $5,500 TOTAL: $67,500 Appendix C: Provide Survey Dashboard 22 Appendix D 23 •Provide videos or photos Duke University Non-Profit Program Highlights: https://www.youtube.com/watch?v=UAvS0IQGQLE Vail Centre's Community Leadership Academy Highlights: https://www.youtube.com/watch?v=QcQ1msmmY9I University of Colorado Entrepreneurship Program Highlights: https://www.youtube.com/watch?v=yJUMr1RwVoA Cornell University Hospitality Program Highlights: https://www.youtube.com/watch?v=bLjsYARFHjk