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Home My WebLink About2017 Recap Betty Ford Alpine GardensSurveyed Event Recap: Betty Ford Alpine Gardens Cultural, Recreational & Community Category (October 9, 2018) Exhibits Pollinators: keeping company with Flowers Botanical Illustration: Rare Plants of Colorado Speakers David Inouye: Effects of Climate Change on the Alpine John Fielder: Wildflowers of Colorado Kurt Faust: The Love of Rivers Rob Schorr: Wonder of Bats Susan Panjabi: Rare & Imperiled Plants of CO Workshops Six hands-on workshops Betty Ford Alpine Gardens: Elizabeth Campbell Phone: 970.476.0103 liz@bettyfordalpinegardens.org 2 Overall Event Highlights & Successes 3 •List the top 4-6 successes: •High Net Promoter Score – guests are very likely to recommend a trip to Vail •More than doubled the number of people coming into the Education Center •Captured contact information from 10% of visitors at the Education Center •Sold out all evening presentations and nearly filled all workshops •Successfully hosted two traveling exhibits •Secured two new underwriters which translated to $10K in additional support •Increased Betty Ford Alpine Gardens reputation as a place to learn Questions from CSE 4 Attendance Estimate 5 •Was this the attendance you expected? No. It more than doubled from the year before. •How would you impact attendance next year? Increase social media and improved marketing. Streamline ticketing. Better use of the Vail App and marketing Vail App to our guests. Visitor Type 6 •Was this the visitor type split you expected? No. We count visitors and visitor type in the Education Center. Approximately 45% are female and 34% male and 21% children. •Why or why not? Please explain. Females typically fill out the survey. Our in-house guest count is much higher than what is reported in the survey. •What steps would you take to optimize visitor mix for future events? Based on our in-house guest count we have a good mix. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •What measures did you take to encourage attendees to book lodging in the Town of Vail? To date Betty Ford Alpine Gardens has not delivered a call to action for guests to book lodging. Overall Visitor Profile 8 •Who was your anticipated target demographic? Because the Gardens is free we anticipated visitors from all income levels and all ages. However our demographics reflect the typical Vail visitor profile. •Did you reach your target demographic? We do not feel the results accurately reflects the actual demographics due mostly to sample size. •What would you change to attract that audience next year? Role/Importance of Event in Intent to Visit Vail 9 •What actions did you take this year to generate the number of overnight guests? NA •How would you increase the number of overnight Vail guests coming for the event next year? We captured email information from approximately 700 guests. We will email information about next year’s events and include a link for guests to book lodging through Vail /Beaver Creek Reservation. We can also include a link in our enewsletters. NPS (Net Promoter Score)/Likelihood to Recommend 10 •Do you think the NPS scores reflect the attendee event experience? Yes. Betty Ford Alpine Gardens is ranked #2 on things to do in Vail. The Gardens is breathtaking and not just because of the high altitude and lack of oxygen. Very few people leave the Gardens disappointed. •What steps would you take to improve the NPS scores for your event next year? Estimated Return on Investment (ROI) & Attendee Expenditures 11 •What did your event do to encourage spending in Vail? We direct guests to Vail restaurants and time events so they will either eat lunch or dinner in Town. We also offer members a discount at our gift stores. Our Breakfast in the Gardens & Fashion Show features 3 boutiques in Vail and we direct guests to shop following the events. A portion of the proceeds benefits the Garden. Event Strengths & Weaknesses 12 •How did the event exceed expectations? Overwhelmingly positive feedback from program participants; timing of the Pollinator exhibit was ideal with lots of national publicity abut pollinators . •What are areas for event improvement? Better systems to market and capture ticket buyers; More front desk training – possibly hire a full time receptionist and not use volunteers; offer the CSE survey on –site; proper evaluation of learning retention to gauge the success of exhibits and programs; administer course evaluation forms for classes and workshops to solicit feedback from participants. •How did this year’s event compare to previous years? We experienced a significant increase in the number of visitors. By obtaining more contact information from our guests we will be able to market next year’s activities and events. Vail Brand Compatibility 13 •How did the event support the Vail Brand? Betty Ford Alpine Gardens is a world class botanical garden who specializes in the alpine and mountain environment. This public garden is like no other in the world and boasts one of only a few Alpine Houses open to the public in North America. Feedback from visitors and residents of Vail are impressed with how the Gardens has grown in both scope and size. Vail is one of only a few mountain resort communities that also has an internationally acclaimed public garden. The education programs at Betty Ford Alpine Gardens deliver fresh content that is trending and we do not jeopardize the quality Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 14 •How did the event impact Vail’s sense of community? Betty Ford Alpine Gardens is a gathering place. Our events are small and intimate allowing guests the opportunity to meet one another, to discuss and to build relationships. All participants have a shared emotional connection – their interest in the mountain environment. Topline Marketing Efforts 15 •Include overview of top 3 successful marketing tactics or executions •Please attach complete marketing plan to end of presentation. Vail Daily Press Releases and Advertisements Digital Display at the Education Center Paperless post and Event Brite invitations Potential for Growth & Sponsorships/Media Exposure 16 •How do you see the event evolving or growing next year? Next year we anticipate adding more interactive activities to extend learning elements surrounding the exhibits. Plans include virtual reality, basket weaving and dam engineering/building. We will also market workshops better to increase attendance. •What sponsors do you plan to target next year? (Including existing and potential sponsors) Vail Daily, RA Nelson, Eagle River Water & Sanitation District, Blue Sky Mortgage, Rafting company. Underwriters will include individual donors to the Gardens. •How will you leverage media exposure and extend the marketing reach next year? We have a Vail Daily sponsorship enabling us to triple the amount we spend with them. This sponsorship provides us tremendous exposure. Sustainability Efforts 17 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail ? Betty Ford Alpine Gardens mission is to deepen understanding and promote conservation of alpine plants and the fragile mountain environment. We are stewards of our natural environment. We properly evaluate each program to ensure they are meeting our mission. •What waste reduction methods were used during your event/program? Our events are low impact with minimal waste. We use compostable products and recycle all glass, paper and plastic. We also have a compost pile for food waste. •How could you improve on sustainability efforts for next year’s event? We can position a volunteer by the recycle bin and compost heap to help sort waste. 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 18 * Event producer to attach detailed budget for recap Item $ Total Event Budget: 29700 CSE Funds: 15000 Cash Sponsorship (not CSE): 10000 In-kind Sponsorship: 3000 Marketing Budget: 6000 Profit & Loss: 1500 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, exhibit costs, speaker honorariums, F&B Appendix 19 Betty Ford Alpine Gardens 2017 Education Budget REVENUES BUDGET ACTUAL CSE $ 20,000 15000 Earned Income $ 3,600 4000 Individual Donors $ 6,100 10000 TOTAL REVENUES $ 29,700 $ 29,000 EXPENSES Traveling Exhibits $ 16,000 16000 Marketing Ads $ 6,000 6000 Additional Marketing Materials $ 1,500 1500 Presentations $ 5,000 3500 Workshops $ 1,200 500 TOTAL EXPENSE $ 29,700 $ 27,500 20 2017 BETTY FORD ALPINE GARDENS MARKETING PLAN PLAN WILL IDENTIFY ACTION ITEMS AND EXPECTATIONS THAT SURROUND MARKETING BETTY FORD ALPINE GARDENS TO INCREASE VISITATION AND OPERATING SUPPORT. The purpose of the plan is to cultivate community awareness and establish tasks to implement the plan. INTRODUCTION The Alpine Gardens has become an ever-increasingly visible and important part of the Vail Valley community. Still there remain many in the Valley who would support the Gardens if they had more introduction and understanding of the work of the work of Betty Ford Alpine Gardens. The strategy is to reach a much larger audience with messages to increase visitation and build the membership base. Mission Statement & Vision Betty Ford Alpine Gardens mission is to deepen the understanding and promote conservation of alpine plants and fragile mountain environments. The Gardens’ vision is to be the premier alpine botanical garden in the world. 21 Brand Statements Betty Ford Alpine Gardens is a beautiful and extraordinary botanical garden. The Alpine Gardens provides a quality outdoor place for the whole family to explore together. The Gardens is a place where kids of all ages can experience the wonders of nature. From the sounds of waterfalls to the beauty of the garden beds, Betty Ford Alpine Gardens appeals to all the senses. The Gardens is a hub of activity on most days but also frequently delivers a relaxing and peaceful environment. The Alpine Gardens serves as an important botanical resource that showcases one of the best collections of alpine plants in the world. The plant displays and interpretation explain characteristics of alpine flora including how they have adapted to grow in extreme climates. Betty Ford Alpine Gardens transports visitors into different mountain environments found in Colorado. Betty Ford Alpine Gardens is working on the North American Strategy for Alpine Plant Conservation. The Alpine Gardens’ monitoring and re-introduction of endangered alpine plants scientifically examines the success of various propagating techniques and the possible effects of global warming. In compliance with the Global Strategy for Plant Conservation, Betty Ford Alpine Gardens is dedicated to educating the public on the importance of plants and biodiversity. Tag Lines Vail’s Outdoor Classroom Celebrating Alpine Plants and Taking Steps to Conserve Them Vail’s Alpine Treasure The World’s Highest Botanical Garden The finest alpine botanical garden in the world. 22 Marketing Plan Goals I Create brand awareness by using our logo, positioning statement and theme whenever possible and in the correct format. Promote the Gardens in positive and memorable ways; Maintain brand, logo and message consistency. II. We will Increase visitation from residents and visitors Objectives: Children’s programs flyer distributed through schools Develop and distribution summer and winter rack cards see appendix i; Year -round press releases – see appendix ii; Hotel inserts for lodges – see appendix i; Participation in the Vail Local Marketing District monthly meetings; Provide content and pictures to area and regional websites – see appendix iv; Build relationships with concierge and front desk staff through participation in trade shows, visits to lodges and summer concierge information/gift; Contact regional magazines to pitch story ideas; Vail Valley Magazine, Vail Beaver Creek Magazine Children’s program flyer distributed at Eagle County Fun Fairs and Vail Farmer’s Market; III. We will create and implement a comprehensive programming plan to increase community visibility and operating support. Programming events will raise gross income in 2017- $25,000; Estimated Sponsorship for programming in 2017 will be $40,000 23 Objectives: ESTABLISHED & ONGOING PROGRAMS Produce the annual Butterfly Launch in May An educational project for over 600 3rd grade students Plan and implement on-going activities including Bluegrass in the Gardens; Chefs in the Gardens; Yoga; Children’s Learn & Grow COMMUNITY EVENTS Continue to develop the Plant Sale and Membership Drive memorial day weekend; Promote through email invite, Vail Daily ads, e-newsletter; face book; flyer; local radio stations; Vail Daily press release, Town Talk and all summer listings; SIGNATURE EVENTS Host two traveling educational exhibits and four speakers; Produce workshops and classes to promote environmental awareness; Host Member and public events in association with each signature event Introduce new demographic to the Gardens and promote memberships; Promote through email invite, e-newsletter; face book; hand bill (w/distribution plan); local radio stations; Vail Daily article, Town Talk and summer listings. 24 Appendix i Summer Rack Card Distribution & Hotel Inserts Distribution Vail Brochure Deliver handles most properties and information distribution points except for the following properties/locations Pepi Sports Hyatt Beaver Creek Vail Marriott Vail Cascade Resort and Club OTHERS Hotel Inserts Sitzmark Lodge Gasthause Gramshammer OTHERS Concierge Guild contact is Denyse McCoy mccoy.denyse@gmail.com Appendix ii Press Release & Town Talk Schedule Submit detailed press releases including event sponsors and post picture and info in Town Talk Winter Activities – January John Fielder – January Self-guided snowshoe trail Volunteer Snowshoe in March Butterfly Launch by May 19 Membership Drive and Plant Sale Gift Shop Opening Traveling Exhibit – Pollinators CSU Extension Workshop series Speaker Engagements: David Inouye - John Fielder Kurt Fausch, CSU Professor Emeritus, Dept. Fish wildlife Conservation Robertt Schorr, CSU Zoologist Susan Panjabi, Colorado Natural Heritage Summer Programming for Children and Adults Bluegrass in the Gardens Chefs in the Gardens submit weekly the Monday prior to each event: Traveling Exhibit – Rare Plant Betty Ford Alpine Gardens Celebration Senior Harvest Party 25 Appendix iii Calendar Listings and Postings Vaildaily.com Vail -calendar.com http://www.vail-calendar.com/vail-calendar-event-request-form Eventcrazy.com User name: BettyFord Password: Gardens12 http://www.eventcrazy.com/manageAccount/signUp.cfm?redirect=1&sOrigin=%2Fevent %2Fsubmit%2Ecfm Vail.net Volunteers needed to fulfill listings in the following: Vail Valley Partnership – Ashley Albrecht Visit Vail Valley content sent to Karen at VVP in March Visit Vail Valley – Vail Valley Partnership publication produced in the fall; send content in the fall to kbevin@visitvailvalley.com What to Do Parent’s Handbook Vail Valley Magazine Heather Hower editor: Colleen Grey Calendar 926-3969 Epic Mix: Kelly Ladyga SM Vail Beaver Creek Magazine Vail Valley Magazine, vail.com 26 27