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Home My WebLink About2017 SKI for MS Vail Event Recap TOV_FINALEvent Recap: SKI for MS Vail for Can Do Multiple Sclerosis Presented on: April 5, 2017 Alisa picture SKI for MS Vail for Can Do MS February 18, 2017 Meg Stepanek Event & Donor Relations Manager Office: 970.926.1292 Mobile: 970.376.3315 mstepanek@mscando.org 2Town of Vail | CSE | 4/5/2017 Overall Event Highlights & Successes 3Town of Vail | CSE | 4/5/2017 •25% increase in fundraising from 2016 •Raised $48,860 for Can Do MS programs •79% of attendees pre-register and pre-plan their trip to Vail for the event •66% of attendees are non-residents of Eagle County –promising impact for future lodging •The event raises awareness of a disease that affects over 450,000 people in the US, with 200 new cases diagnosed each week. Many of those living with MS in Colorado refuse to identify with the disease, for fear of looking weak. This event provides an opportunity for people of all ages diagnosed with MS to interact with peers and learn to thrive Program Impact, Testimonials & Observations 4Town of Vail | CSE | 4/5/2017 •“The Adaptive Ski Program taught me to keep moving and to remember that anything is possible! I may not move like I used to, but with adaptations, family support, positive attitude, and the kindness of strangers, the journey continues. Thank you to Can Do MS for helping me to achieve that happiness.” Frank Degroodt, Adaptive Participant at Squaw Valley •Bob Terwilliger, a graduate of the Can DO Program, spoke at the Ski for MS Vail après party about the positive, life-changing impact it had on his family’s life. With 150 people listening intently, this venue provided the perfect platform to celebrate the fundraising wins and recognize those that benefit from these events Can Do MS provides free programs to all participants Attendance Results * 5* Based on information captured at registration •Attendance: 145 TOTAL •Number/percentage of people who attended the event in previous years: Over 50% •33% of attendees chose to attend the event from regional or national locations •51% of attendees had season passes and chose to attend the event rather than ski another location on the Epic Pass •45% of attendees did not have a season pass and purchased lift tickets for the event Town of Vail | CSE | 4/5/2017 Attendee Profiles* 6 •Attendees came from (local, regional, out of state, international): •Local Attendees: 34% from Eagle County •Regional/Colorado : 47% •Out of State: 19% •Attendees by Gender: •49% Female •51% Male •Attendees by Age: •46% between the ages of 25 to 44 •41% between the ages of 45 to 64 •Attendees income: •11% $200,000 and up •32% $100,000-$199,999 •37% $50,000-$99,999 •21% $49,999 and below * Based on information captured at registration.Town of Vail | CSE | 4/5/2017 Estimated Spending Results* 7 •Lodging: •Estimated room nights booked due to event association: 32 •Location of lodging –No room blocks due to holiday weekend •Type of lodging –unknown •Nightly rate for lodging –unknown ($600/night estimated) •Number of people staying in the accommodation -unknown •Average spending: •Response to this question was limited, however, the event was structured in a way that promoted attendees purchasing dinner the evening before, breakfast and lunch in town or on the mountain the day-of * Based on survey results. Town of Vail | CSE | 4/5/2017 Estimated ROI 8 •Town of Vail spending event generated (estimated): •Room nights booked (estimated $600/night) = $19,200 •$125 per person FIT spent on F & B= $9,625 •$30 per person on local spent on F & B = $1,230 •Additional revenue not documented includes parking, ski rentals and equipment, etc. •6.5% ROI •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax: •1,881 lodging & $911.82 F & B = $2,792.82 Town of Vail | CSE | 4/5/2017 NPS (Net Promoter Score) 9 How likely is it that you would recommend this event/program to a friend or colleague? NPS Score = 10 •Just under 50% of attendees were new to the event and many were referred by a friend who had attended the event in 2016 •70% of attendees indicated that they heard about the event from a Friend or Family member •30% of attendees heard about the event through social media, digital calendar, local promotions and local print media * Based on post event survey results. Town of Vail | CSE | 4/5/2017 Event Strengths & Weaknesses 10 Strengths Weaknesses Increased awareness of Can Do MS through local and grassroots efforts: reached to digital, local media & VR calendars Small marketing budget Increased Individual & Team Fundraising using peer to peer communications with personal touches, consistently calling and emailing fundraisers with updates Decreased corporate sponsorship Increased demographic reach with more participants and teams formed from Front Range and throughout the country Holiday weekend prevented lodging room blocks and marketing a “stay the weekend” approach Increased awareness of Multiple Sclerosis, participant engagement, volunteer involvement and donations Small number of attendees as opposed to other events.Lack of funding due to numbers Provided an incredible ski experience to 27 adaptive skiers living with MS at Loon and Squaw Valley Due to budget and cost of adaptive skiing in Vail, we were unable to implement local program Town of Vail | CSE | 4/5/2017 Vail Brand Compatibility The Premier International Mountain Resort Community 11 •Offered event attendees and new visitors to Vail (non-Epic Pass holders)an opportunity to experience Vail Mountain and the Town of Vail through a scavenger hunt, EpicMix race course, Ski Down honoring our founder, Jimmie Heuga, and après party in Vail Village •A philanthropic community event providing a positive and inspiring experience for those with MS and their loved ones to ski for a day, then see the impact by hearing from a local participant about their life-changing experience at a Can Do MS program hosted in Vail •Event components highlighted key elements of the Town of Vail and Vail Mountain for participants in promoting health and wellness. Participants plan to revisit Vail at a later date to enjoy Vail on their own for another exceptional experience Community Contribution 12 •Jimmie Heuga raised a family in the Vail Valley. He was a constant supporter of the Vail community. Jimmie began this event in 1980 to raise funds for the 1st Can Do program. This event celebrates his revolutionary approach to treating MS: focusing on nutrition, exercise and symptom management. It brings together participants of all ages: his sons fundraise, friends tell stories from the past, and young people learn about his legacy and CAN DO philosophy Town of Vail | CSE | 4/5/2017 •Provided opportunity for local community to volunteer for a purposeful event •Educating our community on MS and the new, younger generations that live with MS •On-Mountain activities emphasized Vail history and Vail attractions •Strong participation from other local non-profits Topline Marketing Efforts 13 •Event promotion focused on broadcast, print, and online communications •Print media: •Two half-page ads in the Vail Daily newspaper •Full spectrum poster distribution in Eagle and Summit counties: 200 posters; Denver: 50 posters •SKI for MS articles published in Vail Daily and Summit Daily newspapers •Radio media: •One radio interview at The Mile •Online communications •Email campaign •Three Colorado targeted emails (sent to 1,347 recipients) •Four national emails with SKI for MS Vail placement (sent to 22,837 recipients) •Promotional eblast in the VVP newsletter •Promotional eblast in the Vail Ski and Snowboard Instructor News Town of Vail | CSE | 4/5/2017 Topline Marketing Efforts 14Town of Vail | CSE | 4/5/2017 Online communications continued… •Web Traffic Pageviews •Can Do MS website: 3,228 •Classy peer to peer fundraising platform: 15,246 •Calendar Postings •Event posted on VVP, Town of Vail, Vail Magazine, and Vail.com calendars •Social Media •Regular social media posts highlighting sponsors, event activities, and prizes Reach: 6,724 •Event posted on the VVP Facebook page Potential for Growth & Sponsorships/Media Exposure 15 •More targeted sponsor outreach earlier in the planning process •More targeted outreach in the Denver and Summit County markets. With increased engagement from the Denver market in 2017, peer to peer fundraising and relationship building is now possible •More strategic and coordinated marketing with key sponsors •Outreach and engagement of local stakeholders and partners Town of Vail | CSE | 4/5/2017 Sustainability Efforts We support the Town of Vail’s environmental goals 16 •Encourage online registration for paper-free event. 79% of participants signed up paperless pre-event •Ensured that no event collateral was in a form that could be littered onto the mountain •No on mountain literature. No stations on mountain to ensure zero waste •Ensured that all on-mountain and off-mountain trash and recyclables were sorted and disposed of appropriately 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. Town of Vail | CSE | 4/5/2017 Event Budget 17Town of Vail | CSE | 4/5/2017 2017 Revenue Amount National Sponsors $5,556 Regional/Local Sponsors $4,000 Individual Fundraising $39,355.91 Subtotal $48,911.91 2017 Expenses Amount F & B $4,735.73 Printing & Supplies $583.45 Marketing/AV $100.00 Merchandise & Awards $1,923.56 VR: Race Course & Lift Tickets $2,908.00 Insurance $365.63 Subtotal $10,616.37 Event NET $38,295.54 Additional Information 18 Appendix A: Event Budget Appendix B: Marketing Plan Appendix C: Print/Digital Recognition Town of Vail | CSE | 4/5/2017 Thank you Town of Vail!