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Home My WebLink About2018 SkiForMS Event RecapEvent Recap: SKI for MS Vail for Can Do Multiple Sclerosis Presented on: May 2, 2018 SKI for MS Vail for Can Do MS February 24, 2018 Meg Stepanek Event and Donor Relations Manager Phone: 970.926.1292 mstepanek@cando-ms.org 2 Overall Event Highlights & Successes 3 •$58,435 raised. A 19.5% increase in fundraising from 2017. •7.5% increase in participants/fundraisers •465 donors. •89% of attendees pre-register and pre-plan their trip to Vail for the event •51% of attendees are non-residents of Eagle County –promising impact for future lodging •Registration at base of Gondola One and signage up Bridge Street provided high visibility stirring community involvement •High visibility at Après Party hosted at Mountain Plaza with lively setting and DJ Program Impact, Testimonials & Observations SKI for MS provides Scholarships for Adaptive Skiing in Vail and throughout the country 4 Estimated Attendance Results 5 •Estimated attendance: 156 •Number/percentage of people who came specifically for event/program: 92% •Number/percentage of people who attended the event last year: 50% •51% of attendees chose to attend event from regional or national locations •65% of attendees had season passes •35% of attendees purchased lift tickets for the event Estimated Attendee Profile Results 6 •Where did attendees come from? (local, regional, out of state, international): •Local Attendees: 53% from Eagle County •Regional/Colorado: 42% •Out of State: 9% Estimated Spending Results 7 •Estimated average spending per person: •Dining: $92 •Shopping: $341 •Lodging: $1260 (estimated $600/night) •Other Activities: $100 •Total average spending per person without lodging: $533 •Total average spending per person with lodging: $1793 •Town of Vail spending the event/program generated= $83,148 *Without lodging •Town of Vail spending the/event program generated=$108,346 *With lodging for 20 reported guests NPS (Net Promoter Score) 8 Attendee Response: How likely is it that you would recommend this event/program to a friend or colleague? NPS = 10 The NPS Calculation Calculate your NPS using the answer to a key question, 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 satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. Event Strengths & Weaknesses 9 Vail Brand Compatibility The Premier International Mountain Resort Community 10 •Offered event attendees and new visitors to Vail an opportunity to experience Vail Mountain and the Town of Vail through the EpicMix race course, Ski Down honoring our founder, Jimmie Heuga, and après party at Gondola One •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 11 •Jimmie Heuga’s legacy was visible and present in this years series. His dedication to promoting the Vail Valley, ski racing and his revolutionary approach to treating MS was celebrated throughout the day including: new memorial banners at registration, Gondola One and Mountain Plaza, Warren Miller’s Steep and Deep featuring the first Vertical Express looping, Tyler Hamilton hosting the “first chair” to kick-off the day and the memorial ski down to finish -with inspiration and Jimmie Heuga stories, and his son Blaze speaking at the après party. •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 •Family-friendly day on the slopes, amateur ski race and après party •Strong participation from other local non-profits Topline Marketing Efforts 12 1.ONLINE COMMUNICATIONS •Social media (Vail specific): 17,807 reach; 37,936 impressions; 1,632 engagement •Digital marketing (Vail specific): 413,324 impressions •Web pageviews: 9,002 (79% increase YOY) 2.EMAIL CAMPAIGN •Three Colorado targeted emails: reach 3,806 •Seven national emails with SKI for MS Vail placement: reach 69,366 •Two promotional eblast in the VVP newsletter 3.MEDIA CAMPAIGN •12 Vail Daily online and print placements •Three TV8 live interviews •One radio interview •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 13 SPONSORSHIP GROWTH •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 2018, peer to peer fundraising and relationship building is now possible •Outreach and engagement of local stakeholders and partners MEDIA EXPOSURE AND MARKETING REACH •More strategic and coordinated marketing with key sponsors •Increase investment in digital marketing •Develop video strategies •Identify online influencers •Strengthen PR efforts •Identify more local promotional placement opportunities (bridge banners ) Sustainability Efforts 14 •Added opt-in text for mountain communications day-of. No paper schedules, lanyards or race bibs used (Bibs were fabric stickers) •Online registration for paper-free event. 88% of participants signed up paperless pre-event •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 •All banners and signage is re-used 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 Snapshot -actuals 15 *Event producer to attach detailed budget for recap Item $ Total Event/Program Budget:$9,422 CSE Funds:$4,000 Cash Sponsorship (not CSE):$5,000 In-kind Sponsorship: Marketing Budget:$3,598 Profit & Loss:$49,011 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Operations: F & B Marketing: Heuga banners & print/digital ads Additional Information/Appendix 16 •Appendix A: Budget •Appendix B: Marketing Plan Budget 17 Budget Actual Ytd National Sponsors Local Sponsors 10000 9000 Golf Tourn/Other Income Event Tickets/Fundraising: 43552 49434.51 Other Income TOTAL 53552 58434.51 SKI FOR MS REVENUE 2018 VAIL Budget Actual YTD Registration Party Apres Party 4500 5712 Sunday Brunch Volunteer Food Marketing Advertising - Print & Pics 600 21.96 Advertising - Digital 200 Printing 1000 225 Banners 143 88.68 Photographer Poster Distribution 115 3382 Merchandise T Shirts 133.16 Medals/Trophies 83.33 87.03 Silkys 250 248.5 Top Fundraiser Prizes - skis 208.33 Incentive Merchandise Est. See Below for detail 2286 Hats 133.33 121.67 Dry Cleaning (Banners)17.6 Unbranded: Beads, Leis 41.67 35.67 Slick Text 11.85 SKI FOR MS EXPENSES 2018 VAIL Budget (cont.) 18 Shipping | Postage 38.82 Shipping Supplies 33.33 Staff Airfare Rental Car Shuttle/Parking/ Bag Fee/Mileage 50 193.6 Lodging Meals: Staff and Volunteers 463.31 Gas 10.52 Miscellaneous 25 28.33 Event Director Compensation 0 Event Director Expenses/Lift Tickets/ 1258 Miscellaneous Insurance 500 539.5 Race Course Rental/Pro gifts 1000 1000 Entertainment 1000 400 Rentals 627.39 Golf Expenses/(GL Bal) -876.05 TOTAL 9883 9422.94 NET 43669 49011.57 Marketing Plan 19 LIVE INTERVIEWS –VAIL TV8 Good Morning Vail Interviews (3) KKVM The Mile (1) February ONLINE PR Submissions will take place February Submit calendar postings in the Denver metro area and the surrounding mountain towns that highlight the main aspects of the SKI for MS Vail event and include links to register for the event on Can Do MS’s website. These also include: o Vail Valley Partnership –send press release and post event o Vail Daily –community calendar and Town Talk o Vail Event Calendar Submit press release to Vail Daily, Summit Daily, Post Independent, and Denver News Channels Post press release on www.mscando.org WEB (Began 12/1/2017) Can Do MS web banner and highlighted event on homepage www.mscando.org SKI for MS homepage www.mscando.org/SKIforMS Get Involved homepage https://www.mscando.org/get-involved/multiple-sclerosis-events SKI for MS Vail registration page www.mscando.org/Vail Marketing Plan 20 EMAIL COMMUNICATION (Began 12/1/2017) 7 SKI for MS email communications (all emails include Colorado target markets), plus personal peer-to-peer communication PRINT ADVERTISING Print Newspaper/Digital Vail Daily Advertising: February 2 quarter-page ads, 4 one-sixth page ads, 3 full-page weekly ads, Digital: 3 days of webskins Posters Distribute 200 posters through Eagle and Summit counties (January/February) Banner Promote the event with a large banner on the day of event (x 2) ONLINE ADVERTISING Banner ads promoting the Vail event geo-targeted (skyscrapers, full banners, squares, and buttons, running throughout February) 1 post per week promoting the SKI for MS Vail event. Marketing Plan 21 SOCIAL MEDIA Utilize appropriate hashtags and tag relevant handles to extend reach: #ski #SKIforMS #Vail @vailmtn #MS Facebook (6076 likes) Facebook event page 1 post per week promoting the SKI for MS Vail event. Facebook posts (January-February) 1 post per week promoting the SKI for MS Vail event Paid promotions Twitter (5534 followers) Two tweets per week promoting the SKI for MS Vail event Instagram (939 followers) 1 post per week promoting the SKI for MS Vail event. GRASS ROOT EFFORTS TARGET COMMUNITY INFLUENCERS TO SPREAD THE WORD ABOUT SKI FOR MS.