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Home My WebLink About3.b. 2017 Recap Pink VailPresentation: Wednesday, July 5th Michael Holton Phone: 970-569-7753 Michael.holton@vvmc.com 2 Best PINK VAIL yet! 3 •Raised over $811,000! All this money stays local to help patients at Shaw Regional Cancer Center. •Moved Pink Vail main event space to Golden Peak. It was a HUGE HIT! More space for added programs like a kids tent and mechanical bull! •Pink Vail Net Promoter score was again outstanding, 79% (NPS 75% in 2016) •New 2017 sponsors: Bogs Footwear, Ford Warriors in Pink, Noosa Yoghurt (totaled $13,500 in new sponsorship funding) Questions from CSE 4 Attendance Estimate 5 •2017 – 2,800 participants •150 less registered participants than last year •There were many people at Golden Peak who hung out, but were not registered participants Visitor Type 6 •Numbers are very similar to 2016 •Increase in seasonal residents since the event was in March this year Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 What measures did you take to incentivize guests to book lodging in the Town of Vail? •We had a dedicated lodging page on pinkvail.com that offered discounted room rates at 5 lodging properties. •We pushed lodging discounts in the weekly Pink Vail emails to participants. Overall Visitor Profile 8 Who was your anticipated target demographic & would you change anything? •Pink Vail is a family event and we look to bring all ages out to conquer cancer. We had participants from 1 year to 87. 20% of our participants were under the age of 21 (based on our registration data). •Our registration data: Male (36%):Female (64%) Importance of Event in Intent to Visit Vail 9 •46% gave an 8, 9 or 10 rating for the event being their “Only reason for coming to Vail.” NPS (Net Promoter Score)/Likelihood to Recommend 10 •An NPS score of 79 is PINKALICIOUS! •Improvements to keep a great score; o Increase the size of the kids tent and change up the Celebration of Life Ski Down. Estimated Return on Investment (ROI) & Attendee Expenditures 11 •Economic Impact Payback Ratio increased by $6.44 from 2016. •Total Economic Impact per attendee increased by $30. •We created Pink Vail window clings that said the merchants were “Proud Partners” for both Lionshead and Vail Villages. Event Strengths & Weaknesses 12 •Moving the event to Golden Peak was a scary move for us, but it worked out FANTASTIC! Everyone raved about how much they loved the new set up. •We need to improve our Celebration Ski Down. This year we did it during the entire day and we are not sure everyone understood this year’s goal. •This year’s event was a HUGE success! Many people told us it was their favorite pink vail yet! “Overall, we thought it was the best year yet.” – Hanna Albertson Vail Brand Compatibility 13 PINK VAIL: Like nothing on earth Pink Vail is truly the world’s biggest ski day to conquer cancer and there is nothing like it. Community Contribution 14 •Strong sense of community •Vibrant, spirited participants •A rare skier participatory event •Attracts female skiers •Valley businesses had programs that involved giving back to Pink Vail Topline Marketing Efforts 15 •Denver Post coverage, Record-setting $782,000 Raised at Vail Mountain Fundraiser for Cancer Center •Mountain Town Magazine, http://mtntownmagazine.com/pink- vail-2017/ •5280 online and subscriber emails Potential for Growth 16 Being at Golden Peak allows us the space to grow Sustainability Efforts 17 What measures were taken at your event to support the environmentally-friendly goals of the Town of Vail? •VVMC worked with a company based in Boulder called Ecologic Designs to create 400 tote bags made from last year’s Pink Vail banners that we gave as “thank you” gifts to all of our volunteers. 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: $121,000 CSE Funds: $10,000 Cash Sponsorship (not CSE): $80,000 In-kind Sponsorship: $170,000 Marketing Budget: $34,000 Profit & Loss: $690,000 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing 19 Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Other items, excluding lodging Recreation Shopping Lodging $0 $100 $200 Economic Impactper Attendee-Day$130 $25$43 $17$16$30 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 36% 22% 36% 6% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 18% 21% 20% 12% 23% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 11% 45% 28% 11% 5% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 64% 11% 6% 6% 5% 6% 1% Under $50k $50k-$100k $100-$150k $150k or more 13% 30% 24% 32% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 17% 21% 21% 24% 13% 1% 2% 1% Male Female 20% 80% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding82% 15% 3% 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%Percent Responding27% 13% 31% 2%2%1%1%2%5%8%7% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV (Excluding fundraising) Economic impact payback ratio (Excluding fundraising)$36.06 $360,559.25 $10,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 2.8K Attendance Est 79% 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 Responding22% 15%11% 46% 6% Visitor Type Colorado New York California Illinois New Jersey Texas 1% 1% 2% 2% 3% 77% 2017 Vail Event Visitor Summary: Pink Vail, Mar. 25, 2017 Survey technique: Post-trip web. Overall sample size: 454 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 6 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Day visitor to Vail 8.5 5.6 3.3 6.8 5.7 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:$471 $385 Overall Overnight visitor Overall Marketing Plan Saturday, March 25, 2017 NEWSPAPER Vail Daily (SWIFT) General about event Celebration Ski Down Register Now Not a Skier? Costume Contest Thank You For ALL Cancer Patients Eagle County Shout-Out Spirit of Survival Impact Thank You Ad Summit Daily (SWIFT) Summit County Shout-Out Aspen Times (SWIFT) Pitkin County Shout-Out Post Independent - Glenwood (SWIFT) Garfield County Shout-Out Steamboat Pilot Routt County Shout-Out Herald Democrat (Leadville) Lake County Shout-Out Chaffee County Times (Buena & Salida) Chaffee County Shout-Out MAGAZINES Vail Valley Mag 1 Winter Issue Full Page Vail-BC Mag 2 Winter Issues Full Page Colorado Summit Mag 1 Winter Issue Full Page Vail Lifestyle Mag 2 Winter Issues Full Page Vilar Program 1 Winter Issue Full Page Beaver Creek Mag 1 Annual Issue (w/ 2016 date)Full Page Breckenridge Mag 1 Winter Issue Full Page RADIO KZYR Last DJ The Mile Always Mtn Time KSKE LIFT FM 106 (KKCH) Krystal 93 CPR KUNC Aspen Public Radio ONLINE Paid Search Facebook Ads Email Blasts Video Social Media Vail Daily Homepage Wallpapers TV Comcast free ads + regular ads POSTERS Posters 8.5x11 11x17 Expense Budget for Pink Vail 2017 2017 Budget 2017 Actual Entertainment & Vendors 34,000.00$ 34,000.00$ F&B 20,000.00$ 21,000.00$ Supplies & Printed Materials 16,000.00$ 14,000.00$ Promo Items 16,000.00$ 16,700.00$ Marketing 34,000.00$ 34,000.00$ Photographers & Emcees 1,000.00$ 1,250.00$ TOTAL EXPENSES:121,000.00$ 120,950.00$ Income Budget for Pink Vail 2017 2017 Budget 2017 Actuals Team and Participant Donations Donations: Online, Team and Individual 680,000.00$ 678,000.00$ Corporate Sponsorships 100,000.00$ 90,000.00$ Other income Merchandise Sales 20,000.00$ 43,000.00$ Total 800,000.00$ 811,000.00$