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Home My WebLink About2.c. 2017 Recap Outlier Offroad FestivalSurveyed Event Recap: OUTLIER OFFROAD Cultural, Recreational & Community Category December 6, 2017 OUTLIER OFFROAD FESTIVAL: Sep. 29-Oct. 1, 2017 Mike McCormack Phone: 970-485.5847 mikemac@outlier.bike 2 Highlights & Successes 3 SUCCESSES •Friday and Saturday demo attendance were up by 19% over 2016. Very strong brand attendance despite threat of (and then actual!) awful weather. •OUTLIER Enduro had a full field. •2017 partners all signed and returning for 2018 •EXCELLENT operational relationship with Vail Resorts •New USFS permits issued (Outlier ALLROAD) •Community outreach via discounting voluminous and successful (ToV , VR) •Exciting changes in planned for 2018 •Tough, ethical operational decisions made with integrity and transparency. Questions from CSE 4 Attendance Estimate 5 •Was this the attendance you expected ? Sadly, it was not. The threat of weather significantly impacted brands and attendees. While we were up YOY for Friday and Saturday, we had the close the demo on Sunday altogether. •How would you impact attendance next year? Late season events always run the risk of inclement weather. With that said, we’re reformatting several of our events in order to refocus on the all-‐mountain/enduro and gravel road markets. 6 Visitor Type 7 •Was this the visitor type split you expected? YES. For the 3rd year in a row our visitor type has remained consistent. •Why or why not?OUTLIER presents a uniquely accessible collection of national brands. There aren’t any other events like it on the FR or Central Rockies. •What steps would you take to optimize visitor mix for future events?We expect more and bigger brands for 2018. Also, with the potential addition of DH and a 3-‐day 5-‐stage Enduro, our overnight number will increase significantly. Overnight Visitor Profile : Overnight Visitors & Seasonal Residents Only Only 8 What measures did you take to encourage attendees to book lodging in the Town of Vail? •We offered packages through Antlers to incentivize multi-‐night stays.These were promoted via email marketing and social media posts. •We structured our event schedule to promote overnight stays including opening up Friday’s demo to the public. Overall Visitor Profile 9 •Who was your anticipated target demographic? 100K+HHI, 25-‐55, regional •Did you reach your target demographic? Yes. Cycling is fairly predictable. •What would you change to attract that audience next year? With the addition of a restructured XC and a standalone gravel event, we hope to attract more women in 2018. 10 Role/Importance of Event in Intent to Visit Vail 11 •What actions did you take this year to generate the number of overnight guests? Strategic programming scheduling, lodging incentives, shock and awe-‐grade brands (too much to absorb in just one day.) •How would you increase the number of overnight Vail guests next year? We need to continue to attract top cycling brands while at the same time attracting non-‐endemic active outdoor brands to complement existing offerings. Also, we can further refine the competitive schedule to further encourage overnight stays. NPS (Net Promoter Score)/Likelihood to Recommend 12 •Do you think the NPS scores reflect the attendee event experience? Yes. Weather threw a wrench in our planned awesomeness, but our scores are actually improved over the prior year. •What steps would you take to improve the NPS scores for your event next year? More brands. Adding a spectator-‐friendly DH, the addition of live music. Estimated Return on Investment (ROI) & Attendee Expenditures 13 •What did your event do to encourage spending in Vail? We promoted local restaurants, hotels, bars and retail outlets via email marketing and free demo space for local merchants and reps. We would also have it not threaten to snow (and then actually nuke). Our numbers really suffered because of weather. 14 Event Strengths & Weaknesses 15 •How did the event exceed expectations? Year over year attendee numbers for the days that it didn’t snow showed significant growth. We also were forced to make some challenging and ultimately fiscally harmful operational decisions. We did the right thing and felt it financially, but in the big picture, that’s how you grow and build loyalty •What are areas for event improvement? Better web updating. Enhanced (non-‐endemic) brand attendance. Live music. And some kickass programming enhancements for 2018. •How did this year’s event compare to previous years? When comparing day to day (Friday and Sat) it performed well (up about 20%). The threat of weather saw about a dozen vendors back out at the last minute and also discouraged Front Range attendees from traveling. Also, we weren’t able to run the demo on Sunday at all. Vail Brand Compatibility 16 •How did the event support the Vail Brand ? Outlier is a vibrant and energetic event that caters to a young-‐ish affluent crowd. The event leveraged its good standing with Vail Resorts and the US Forest Service to offer compelling back and sidecountry offerings for competitive and non-‐competitive attendees. Outlier showcases the beauty of the changing seasons, the spectacle and majesty of the mountain, and the inclusiveness of the surrounding community. Like Vail, Outlier is unique and awesome. A blue chip, need-‐time signature event for one of the world’s best and most recognizable brands. Community Contribution 17 •How did the event impact Vail’s sense of community ? While an elite brand, Vail is still incredibly welcoming. We work hard to make sure that the local cycling community if offered every opportunity to participate at deeply discounted or even free of charge. We want Outlier to be an event in which the community takes pride; one that is well organized, reasonably delightful, uniquely audacious in its offerings, and above all respectful to and responsible towards the community and the backcountry in which it takes place. It was fun. It exhibited a best in class stewardship ethic. It acknowledges the investment of the community and attempts to return that goodwill and graciousness by making participation as an attendee, volunteer or competitor easy and rewarding. 18 Topline Marketing Efforts 19 1.Email database outreach Because we produce and promote several other high profile events including the Breck Epic, Eagle Outside Festival and Brevet Beaver Creek, our database is substantial –nearly 20,000 riders in Colorado alone. We published quarterly mass emails with event updates and news. 2.Endemic customers communication We define this as the bike industry itself. Our outreach begins nearly 13 months in advance each year and capitalizes on an extensive industry database. 3.Social media marketing Targeted Facebook marketplace ads as well as sponsored tweets help us keep Outlier top of mind with our consumers and attendees. Potential for Growth & Sponsorships/Media Exposure 20 •How do you see the event evolving or growing next year? We’re attempting to flesh our our media component, doubling the size of the demo, expanding to Lionshead, offering an invite-‐only DH, reducing/reformatting the XC and expanding the Enduro to three days with the (hopeful) addition of two more backcountry routes. •What sponsors do you plan to target next year? Audi, Volvo, Mercedes -‐Benz, Land Rover, GMC •How will you leverage media exposure and extend the marketing reach next year? We hold out hope that we can further integrate with Vail Resorts’ marketing team to help increase the profile and reach of the event. Ideally, we’d offer packages to incentivize loyalty and encourage new participation. Additionally, we hope to engage VR’s retail component while stiff offering insider access to vendors and partner brands from standalone local retailers. Sustainability Efforts 21 •What measures were taken at your event/program to support the environmentally -‐friendly goals of the Town of Vail? Registration (minus VR’s waiver) was 100% digital! For an almost entirely human-‐ powered event that already produces minimal waste, we reduced our paper consumption by 70%! •What waste reduction methods were used during your event/program ? Paperless registration, high-‐efficiency generators, human-‐powered margarita blending. •How could you improve on sustainability efforts for next year’s event? We use less than 3 gallons of gas on site and less than two reams of paper. Everything recycle-‐able IS actually recycled. Our footprint is already pretty small. We love typing that. 22 Event Budget 23 Item $ Total Event Budget:55,215 CSE Funds:25,000 Cash Sponsorship (not CSE):6,800 In-‐kind Sponsorship:3,700 Marketing Budget:13,000 Profit & Loss:+3,185 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) CSE funds underwrote the marketing budget, cash purse and about half of our site rental fee. 24 APPENDIX OUTLIER OFFROAD MARKETING PLAN Sep ‘16 Oct ‘16 Nov ‘16 Dec ‘16 Jan ‘17 Feb ‘16 Announce 2017 date to industry Confirm/re -‐sign 2016 partners CSE recap Email outreach – endemic and non-‐ endemic brands Regenerate social identity assets Email –endemic and non-‐endemic brands Social media update Survey re-‐ distribution New imagery for all social channels Sponsorship proposal creation Save the date email outreach Email thank-‐you Update website with 2017 dates Press release – date announcement Launch social advertising campaign –FB, Twitter Survey distribution Update social channels OUTLIER OFFROAD MARKETING PLAN Mar ‘17 Apr ‘17 May ‘17 June ‘17 Jul ‘17 Aug ‘17 Sep ‘17 Social media ads –Twitter, FB Social media ads –Twitter, FB Social media ads –Twitter, FB Social media ads –Twitter, FB Social media ads –Twitter, FB Social media ads –Twitter, FB Social media ads –Twitter, FB Social posts – Twitter, Instagram, FB Social posts – Twitter, Instagram, FB Social posts – Twitter, Instagram, FB Social posts – Twitter, Instagram, FB Social posts – Twitter, Instagram, FB Social posts – Twitter, Instagram, FB Social posts – Twitter, Instagram, FB Email blast – dates, brands, events Email – endemic and non-‐endemic brands Email blast – lodging, to-‐do Email – endemic and non-‐endemic brands Email blast – USAC championships Email – endemic and non-‐endemic brands –load-‐in and load-‐out info Email blast – last minute items Media outreach USAC email blast Media outreach USAC email blast Local/regional media outreach Local club blast Sea Otter brand outreach Poster distribution Volunteer blast Discount blast (ToV, Vail Resorts) Total economic impact per attendee day Restaurants/ bars/ food concessions Lodging Demo and race fees Shopping Other Recreation Other items $0 $100 $200 Economic Impactper Attendee-Day$157 $42 $34 $30 $24 $11 $14 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 56% 21% 12% 12% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 15% 42% 15% 15% 6% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 27% 53% 18% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 68% 8% 9% 4% 8% 4% Under $50k $50k-$100k $100-$150k $150k or more 19% 28% 29% 24% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 27% 30% 27% 6% 4% 6% Male Female 82% 18% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding60% 26% 14% 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% 40% 60% 80%Percent Responding13% 69% 4%1%2%2%2%6% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.21 $5,272 $7.41 $185,225.29 $25,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 1.2K Attendance Est 47% 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 Responding59% 14%21% 1%4% Visitor Type Colorado Indiana Massachusetts Michigan Missouri Nebraska North Carolina 1% 1% 1% 1% 1% 1% 93% 2017 Vail Event Visitor Summary: Vail Outlier Offroad Festival, September 29 - October 1, 2017 Survey technique: Intercept. Overall sample size: 54 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 3 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Day visitor to Vail 9.3 6.8 0.0 9.5 8.9 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: $181 $160 Overall Overnight visitor Overall B Event Betty Ford Alpine Gardens Blue Grass Burton Craft Beer Classic Family Fun Farmer's Market Gourmet on Gore Jazz Party Kid's Adventure Games King of the Mountain Lacrosse Shootout Lacrosse Tournament Melee in the Mountains NonEvent Outlier Pink Vail Prep Baseball Reports West Slow Fashion Spring Back to Vail 7:22 AM 01/17/09 Accrual Basis The Greenspeed Project, Inc. Profit & Loss Budget Overview January through December 2010 Page 1 of 3 OUTLIER OFFROAD OPERATING BUDGET 2017 Ordinary Income/Expense Income Registration Revenue 22,000.00 Sponsorship Revenue 6,800.00 DEMO Revenue 4,600.00 Community Contribution 25,000.00 Total Income 58,400.00 Admin Expense Accounting 459.00 Office Overhead Equipment 0.00 Phone/Fax/Internet 240.00 Rent 750.00 Supplies 600.00 Postage and Delivery 100.00 Printing and Reproduction 1,100.00 Business Licenses and Permits 346.00 Computer and Internet Expenses 750.00 General Liability Insurance 2,750.00 Lodging 0.00 Legal 0.00 Web Hosting 1,150.00 Banking Expense Analysis SVC CHG 75.00 Misc Fee - reconciliation 10.00 Service Charges 25.00 Total Admin Expense 8,355.00 7:22 AM 01/17/09 Accrual Basis The Greenspeed Project, Inc. Profit & Loss Budget Overview January through December 2010 Page 2 of 3 OUTLIER OFFROAD OPERATING BUDGET 2017 Production Expense Barricade 0.00 Permit Fees (USFS, ToV)2,900.00 Radio Rental 0.00 Site Fees Facilities Rental 7,820.00 Showers 0.00 Trash/Recycling 0.00 Insurance 0.00 Timing & Scoring 2,750.00 Meal Expense 740.00 Race Supplies 975.00 Prize Purse 6,000.00 Equipment Rental 0.00 Number Plates 950.00 Uniform Expense 500.00 Infrastructure & Signage 1,500.00 Labor Announcing 1,500.00 Course Crew 5,500.00 Admin labor 1,000.00 Expo Staff 1,200.00 Medical 0.00 Moto 0.00 Registration 500.00 Salary 0.00 Misc Expense (coffee)25.00 Total Production Expense 33,860.00 Marketing & PR Identity & Design 0.00 Digital Spend 4,500.00 Map Development 0.00 Email MKTG Hosting 1,750.00 Sponsorship Fulfillment Coroplast 1,250.00 Vendor Relations 500.00 Additional Vinyl/Coro 1,500.00 Print Spend 2,500.00 Radio Spend 0.00 Local/Regional Print Spend 0.00 Meals 1,000.00 Total Marketing & PR 13,000.00 7:22 AM 01/17/09 Accrual Basis The Greenspeed Project, Inc. Profit & Loss Budget Overview January through December 2010 Page 3 of 3 OUTLIER OFFROAD OPERATING BUDGET 2017 Merchandise/Awards Awards 2,750.00 Entrant Jersey 0.00 Entrant Tee 3,600.00 Total Merchandise 6,350.00 TOTAL REVENUE 58,400.00 TOTAL EXPENSE 55,215.00 NET EVENT INCOME/LOSS 3,185.00