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Home My WebLink About2.b. 2017 Vail Veterans_Recap_No_SurveyVail Veterans Program - Winter Programs Education & Enrichment Category April 5, 2017 Winter Programs: January 22 – 26, 2017 & March 5 – 10, 2017 Becca Aliber Phone: 970.476.4906 becca@vailveteransprogram.org 2 Overall Event or Program Highlights & Successes 3 • 61 wounded veterans, 47 spouses/caregivers, 32 children, & 10 military hospital staff from across the naAon visited Vail for the January and March programs • In a post-program survey, 93% of Winter Program parAcipants reportedly achieved their goals set prior to aKending Vail Veterans Program • Received coverage in Vail Daily (2 arAcles), Vail Daily online (1 video), TV8 Vail (2 interviews) • 119 or 79% of Winter Program parAcipants new to VVP– Exposing the healing benefits of the Vail Valley to more of those in need • 30 or 21% of Winter Program parAcipants were alumni, bringing them back to Vail and becoming a true part of the Vail Valley community Program Impact, Testimonials & Observations 4 VVP surveys program parAcipants within one month post-program. Key survey results for the 2017 Winter Programs : • The most commonly cited personal goals for VVP’s Winter Programs included bonding with family, emoAonal healing, bonding with other veterans, and physical rehabilitaAon. • 93% of wounded veterans achieved their personal goals • 95 % of family members and caregivers achieved their personal goals • 100% of program parAcipants have more confidence in themselves • 100% of program parAcipants will conAnue to try new things • 70 % of program parAcipants set new goals Program Impact, Testimonials & Observations 5 • John BoKs, wounded United States Army veteran, shared his experience at the 2017 Winter Family Program. “This trip has been so incredible for the experience of being able to get back outdoors, knowing that even though we might be injured in some way, we can sAll enjoy skiing. My 3-year old twin daughters skied for the first Ame and to see their happiness is an incredible experience. We really appreciate being able to spend Ame as a family unit and to have fun. SomeAmes in life, we go through hard Ames but what this program teaches us, is that we don’t have to let that define our circumstances and we can sAll enjoy life. The Vail Veterans Program is allowing us to live life to the fullest, not just barely get by.” Program Impact, Testimonials & Observations 6 • SSG. Adam Keys (ret.) expressed his graAtude for the 2017 Winter Mountain Adventure program, "thank you, Vail Vets, for having myself and my girlfriend here to bond with some old friends and for the opportunity to meet many more new friends. Vail is an amazing place. It's impossible to not have fun, but you made it even beKer with plenty of acAviAes, food, camaraderie and Ame to rest in between. Thank you so much for all you do to conAnue to support us post-injury. It means a lot.” Attendance Results 7 • AKendance: 150 total aKendees (85 in January, 65 in March) - 61 wounded veterans - 47 family members/caregivers - 32 children - 10 military hospital staff • 100% of 2017 Winter Program parAcipants came to Vail specifically for this program • 21% of 2017 Winter Program parAcipants have previously aKended a VVP program in Vail, with 7% of aKendees having aKended a VVP Winter Program in 2016 • 79% of 2017 Winter Program parAcipants were new to VVP Attendee Profile Results 8 Where did aKendees come from? (local, regional, out of state, internaAonal): • San Diego, CA – 31% • San Antonio, TX – 32% • Washington DC - 25% • Colorado – 1% • South - 3% • West – 6% • Midwest – 1% • East – 1 % Estimated Spending Results 9 EsAmated average spending per person in the Town of Vail: • Dining: $400 per person • Shopping: $50 per person (adult) • Lodging: $813 per person • Other AcAviAes (RecreaAon AcAviAes, Childcare): $777 per person • Total average spending per person: $2,040 per person • Town of Vail spending the event/program generated: $306,000 (150 aKendees x $2,040 = $306,000) NPS (Net Promoter Score) 10 AKendee Response: How likely is it that you would recommend this event/program to a friend or colleague? NPS: 10 - 100% of parAcipants are extremely likely to recommend this program to a friend. The NPS Calcula-on Calculate your NPS using the answer to a key quesAon, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague? Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth. Passives (score 7-8) are saAsfied but unenthusiasAc customers who are vulnerable to compeAAve offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negaAve word-of-mouth. Event Strengths & Weaknesses 11 How did the event/program exceed expectaAons? • 95% of program parAcipants reported that they are very likely or extremely likely to seek out and parAcipate in outdoor/recreaAonal acAviAes going forward, depicAng the overall transformaAonal effects • 95% of program parAcipants reported that they are very likely or extremely likely to maintain the relaAonships developed with others on this trip, demonstraAng the creaAon of lifelong friendships Event Strengths & Weaknesses 12 What are areas for event/program improvement? • VVP is a dynamic organizaAon, always evolving and improving based on the specific needs of aKending veterans and their families. How did this year’s event/program compare to last year? • In 2016, 90% of program parAcipants reportedly achieved the goals they set for themselves before the trip and 87% of program parAcipants reported that they were likely to seek out outdoor/ recreaAonal acAviAes ater the event. These key probabiliAes increased in 2017. • Increase in number of January program parAcipants by 12 Vail Brand Compatibility The Premier Interna-onal Mountain Resort Community 13 How did the event /program support the Vail Brand? • VVP is recognized as the “gold standard” of outdoor therapeutic recreational programming at our three partner military hospitals. The Secretary of Defense and the US Army recognized VVP for showing an outstanding contribution to soldiers and their families. • VVP is on the forefront of creating innovative programs to assist with the rehabilitation of wounded veterans and their families through adapting to the needs of this population. • VVP is one of the few programs in the US that covers the costs associated with including the family for the program. Community Contribution 14 How did the event/program impact Vail’s sense of community? • VVP encourages the community to come together, with 26 local volunteers supporAng the 2017 Winter Programs with 252 hours of volunteer work . • VVP gives the local community the opportunity to recognize the sacrifices made by our military heroes and their families. • VVP programming creates diversity within the community both during and ater program events, as many parAcipants choose to return to Vail independently. • The annual Firehouse dinner brings together the Vail Fire Department, the Vail Mountain AdapAve Ski School Instructors, local volunteers, Town Council members, and program parAcipants in a community building. Topline Marketing Efforts 15 What are the top 3 successful markeAng tacAcs, execuAons or results from your event/program? • TOV Banners at the base of Vail Mountain’s Golden Peak throughout program – heavily trafficked area • TOV recognized in Vail Daily & Weekly ‘Thank You’ adverAsements ater each program • TOV recognized on social media outlets pre-, during, and post-program events Potential for Growth & Sponsorships/Media Exposure 16 How do you see the event/program evolving next year? • Based on survey feedback and success of trial during March Program, VVP will add an addiAonal day to the January 2018 program • AddiAon of a second Caregivers Retreat • AddiAon of 2 off-site Veteran’s Path to Success training programs in conjuncAon with Johnson & Johnson’s Human Performance InsAtute in Orlando, FL. VVP currently offers 2 programs on the Orlando campus and will now add a program to take place in San Diego, CA. What sponsors do you plan to target next year? • Town of Vail • Vail EpicPromise • American Airlines • Johnson & Johnson • Elizabeth Dole FoundaAon • Safeway FoundaAon Potential for Growth & Sponsorships/Media Exposure 17 How will you leverage media exposure and extend the markeAng reach next year? • VVP plans to work closely with sponsors next year to increase social media markeAng reach. VVP also plans to submit more grant requests for 2018, increasing exposure through the awarding of addiAonal funds from highly respected organizaAons. Sustainability Efforts 18 What measures were taken at your event/program to support the environmentally- friendly goals of the Town of Vail? • Town of Vail Bus System • Use of ride-sharing services (Colorado Mountain Express & Vail Coach) What waste reducAon methods were used during your event/program? • Reusable water boKles and shopping bags given to each parAcipant at start of program How could you improve on sustainability efforts for next year’s event? • Provide sustainability informaAon in welcome packets given to each parAcipant, encouraging them to conserve resources while in Vail The Town of Vail is commi0ed to the stewardship and protec5on of our unique mountain environment. In considera5on of both our local and global impacts and opportuni5es, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protec5on, and community awareness and educa5on. Event Budget Snapshot 19 *Event producer to attach detailed budget for recap Item $ Total Event/Program Budget: 425,000 CSE Funds: 18,000 Cash Sponsorship (not CSE): General OperaAng Fund In-kind Sponsorship: 204,440 MarkeAng Budget: 0 Profit & Loss: How did you use the CSE funds? (markeAng, operaAons, staff, venue, etc.) AdapAve instrucAon, lodging, food & beverage Additional Information/Appendix 20 • Provide detailed budget in the Appendix • Provide final markeAng plan in the Appendix • Provide any addiAonal informaAon or markeAng materials you think the CSE would benefit from 21 Detailed budget Marketing Plan 22 Prior to 2017 Winter Programs: • Hyperlink to the Town of Vail website on the VVP Event Sponsors website page • Social Media posts on TwiKer, Facebook, and Instagram During the 2017 Winter Programs: • Two television interviews (TV8) • A Town of Vail banner at the Golden Peak Base Area from January 22 - 26 and March 5 – 10, 2017 • A Town of Vail banner at Vail Firehouse dinner during event on 3/9/17 • Announcements at Winter Program organized dinners with parAcipants and donors • Hyperlink to the Town of Vail website on the VVP Event Sponsors website page • Social Media posts on TwiKer, Facebook, and Instagram Additional Information/Appendix 23 ADer the 2017 Winter Program: • Half-page Vail Daily & Vail Weekly newspaper adverAsements • Vail Daily newspaper arAcle wriKen by Randy Wyrick (ArAcle focuses on Town of Vail community outreach and support for wounded veterans and their families) • Hyperlink to the Town of Vail website on the VVP Event Sponsors website page • Social Media posts on TwiKer, Facebook, and Instagram recognizing the Town of Vail 24