HomeMy WebLinkAboutEE 2018 Event Recap with Survey-TEDxVail-2018Surveyed Event/Program Recap: TEDxVail
Education & Enrichment Category
April 4, 2018
TEDxVail: February 10, 2018
Kat Haber
Phone: 970-299-2363
kathaber@aol.com
2
Overall Event or Program Highlights & Successes
3
We were excited to bring TEDxVail to the Town of Vail for the first ;me in 9 years. Each of
our 18 speakers received a standing ova;on. Our Net Promoter Score was 15 points higher
than our 2017 event at the Vilar Performing Arts Center. We sponsored 30 students from
the Eagle County School District to aOend the event to help provide mentorship for their
April 14 event, TEDxYouth@Vail, “Defy the Predictable.” Our event was 100% sustainable,
we succeeded in being a zero waste event. Race4Good engaged the community influencer
and 9 speakers to form a brain trust to ac;vate a hunger solu;on in the Vail Valley:
Meet the Chefs-mobile food delivery and class.
Questions from CSE
4
Program Impact, Testimonials & Observations
5
“It was a weekend of amazing lessons learned and growth for me. Learning my own lessons. I loved the several deep conversa;ons i had and the
amazing talks i heard. Wow. Let's reconnect to mother earth, in every way. We have the power to inspire ourselves. - Dream Rockwell
“So happy and grateful for the wonderful TEDx experience. Thank you from my heart! So happy to have created Race4Good for Vail Valley with
you.” - Linda Cruse
“A long overdue message to thank you for all your hard work, incredible support, but most importantly your incredibly generous hearts. You made
the experience for all of us (and I think I can speak on behalf of all speakers) an unforgeOable one with your smiles, aOen;on to every detail, and the
warmest hospitality anyone could wish for. I feel completely privileged for being part of the magic that happened in the Vail mountains earlier this
month. To my fellow speakers, it was a huge gid to get to know all of you, even if briefly, and in some cases feel like we had instant friendships. It
was like going through an existen;al rite of passage, and I'm grateful for that. To the whole TEDxVail team, you've made my life beOer and I thank
you for that. Un;l the next ;me,” - Salvador Acevedo
“Thank you very much for everything you’ve done to make TEDxVail possible. It has been such a wonderful experience on all levels. I’m so happy
and feel so blessed I got to meet all of you and what an honor to share the stage with such brilliant big thinkers that are changing the world in such a
posi;ve way. It was quite the journey over the past year and I’m so glad we all stuck it out and made it through. I know It’s something I’ll remember
for the rest of my life. Thank you!! Please stay in touch and anyone visi;ng LA or SoCalifornia, please feel free to reach out and say hi! Much love to
you all!” - Speaker, Michael Boidy
“You had quite a collec;on of images to work with and cull through to tell the visual story of TEDx 2018. It was a magical day. BeOer yet with a full
on white out snow storm.” - Photographer, Robert Castellino
“Such a beau;ful, well organized event with so much aOen;on to detail. I just loved the post-its theme and decor, so simple and crea;ve! Great
speakers!! What a treat!” - AOendee, Dawn Harker, owner Alpine Access Des;na;on Management Corp
“I wish I had more ;me to see all of the talks, and the talks I saw I was really impressed! I had such a great ;me, I’d love to get
more involved with TEDxVail!” - Volunteer, Mary, TV 8
Attendance Estimate
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• Was this the aOendance you expected?
Our guest count filled out as the event date approached. We were
happy with aOendance numbers, the audience felt full across all 4
sessions. The following obstacles impacted our guest count; changing
our date and loca;on in mid November, compe;ng with the 7 year
established EFEC: Project Funway and an unexpected blizzard in a low
snow season.
• How would you impact aOendance next year?
Next year to help improve aOendance, we plan to carefully survey event
calendars to ensure limited compe;;on. We’ll adver;se our event’s
details further in advance with our date and loca;on already confirmed:
February 23, 2019 at VMS. We introduced half day ;ckets this year for
aprés guest, this proved to be a huge success.
Visitor Type
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• Was this the visitor type split you expected? Why or why not? Please explain.
As for as the age demographic, our data show there was about a 50/50 with guest under and over 40. This split was expected due to previous
analy;cs and the diverse interest that TEDxVail aOracted. We did expected a greater local turnout to support this community event with local
speakers but was pleasantly surprised by the number of Front Range aOendees. We believe Front Range guest are familiar with the TEDx
model with Denver’s TEDxMileHigh and are interested in con;nuing to support TEDx.
• What steps would you take to op;mize visitor mix for future events or programs?
We plan to u;lize more local media efforts to promote speaker ideas to help engage locals. Some ideas include speaker presenta;ons at local
community mee;ngs (Rotary, Library), local ar;cles, TV8 interviews and ;cket giveaways.
Visitor Type
8
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
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• What measures did you take to
encourage aOendees to book
lodging in the Town of Vail?
We partnered with Antlers at Vail as
a partner and listed them on our
website. We encouraged Vail hotel
bookings through social media. Next
year we would like to have a official
hotel and nego;ate a weekend price
package for our guest.
Program Attendee Profile
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• Who was your an;cipated target demographic? Did
you reach your target demographic? Why or why
not? What would you change to aOract that
audience next year?
Our two main target audiences was local, young
professionals 20-35 and affluent or re;rees 40-75. We
were successful in reaching both of these target
markets. For the young professionals, we focused
heavily on social media/internet marke;ng and
provided promo codes for specific groups to help with
the price. For our 40 and up audience, more
conven;onal marke;ng like print and radio helped bring
in this crowd. Next year, we would like to yield a higher
aOendance of La;nos. We hope to aOract this
demographic by running bilingual ads and adding closed
cap;ons to our previous TEDxVail talks.
Role/Importance of Event/Program as Reason to come to Vail
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Role/Importance of Event/Program as Reason to come to Vail
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• What ac;ons did you take this year to generate the amount of event aOendees?
The ac;ons taken this year to generate our aOendees (179 paid ;ckets and comped 133 for speakers, staff, volunteers, social influencers and
partners) are the following:
• 11 FB campaigns (graphic for FB campaign (In total we executed 11 different ad campaigns with a variety of geo targeted strategies. Overall we
reached 63,768 people with a total of 199,258 impressions and spent under $800. We had a total of 106 buOon clicks.
• 13 print ads in the Vail Daily and digital ads
• Email blast inclusions with the Signature Club, Vail Health, Vail Valley Soccer Club, Mountain Town Magazine, Colorado Yoga Life Magazine and
Vail Symposium
Email blasts to TEDxVail list 6+ ;mes to over 1500 subscribers (including Vail Board of Realtors list)
• 15+ Social Influencers pos;ng, sharing and invi;ng on Facebook and Instagram
• Outdoor banner ads at Town of Vail Roundabouts
• Promo Codes to over 50 en;;es promo;ng discounted ;ckets for their networks (social influencers, partners, volunteers, etc.)
• Pre Party at Crazy Mountain Brewery
• Ader party at Frost
• Speaker promo;on
• Partner promo;on via available partner plaworms
• KZYR radio interviews
• TV8 interview
• Press release to Town of Vail press list and all partners
• Rack cards in Town of Vail approved loca;ons
• Flyers to concierge teams
• Flyers distributed via TEDxYouth teams
• Promoted value of Gid Bags for ;cket holders
Role/Importance of Event/Program as Reason to come to Vail
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Saturday, February 10, 2018 | Vail Mountain School | 12-9pm
TEDxVail.comLearn more & purchase tickets at
Team!
Join the
Our team is creating something awesome – jump in, join us!
We are looking for volunteers for February 9 & 10
to help make TEDxVail 2018 a success.
Benefits include a complimentary pass to TEDxVail,
admission to the official after party at Frost
and a free TEDxVail t-shirt.
Join the team at TEDxVail.com
Role/Importance of Event/Program as Reason to come to Vail
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• How would you increase the amount of aOendees coming for the event/program next
year?
In order to increase the amount of aOendees for coming years, marke;ng should be
started 6 months out ideally and include:
• A preferred hotel partner with discounted room rates could be promoted.
• Front range media partner
• Larger budget for paid marke;ng
• Budget for more paid staff that can execute all marke;ng, produc;on and produc;on
strategies
NPS (Net Promoter Score)/Likelihood to Recommend
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• Do you think the NPS scores reflect the aOendee event/program experience? What steps
would you take to improve the NPS scores for your event/program next year?
Since we changed our venue only 2 months before our event, we could have had a ;ghter parking process in place. Vail Mountain School did not have as much
investment in the event as BaOle Mountain High School, thinking TEDxVail was simply a rental situa;on instead of a bold community building Xperience that could add
value to their school’s culture: skill building for students, roo;ng valuable rela;onships and ideas in Vail through host families, and Xpanding a broader connec;on
between Town of Vail and Vail Mountain School.
Only 39 surveys were submiOed with an aOendance greater than 300, thus the NPS score does not accurately reflect the audience sa;sfac;on.
For next year, create a short 3-5 ques;on survey to be filled out ader the event and prior to leaving the venue. Include an on stage
announcement encouraging survey submission automa;cally emailed to everyone ader the event
Estimated Return on Investment (ROI) & Attendee Expenditures
16
• What did you or your event/program do to
encourage spending in Vail?
Encouraged out of town guests to book lodging, car rentals,
parking, dining, ski rentals, ski passes, gondola foot passes,
transporta;on on local CME and RIDE taxis, promoted local
restaurants Beanos, Cradsman, Yellow Belly and Mountain
Cupcakes at FOODxVail (dinner break) and Interdesser;vity
(dessert break), included mul;ple coupons and offerings to local
businesses in swag bags, social spaces from local companies
directly engaged par;cipants and offered promo;ons.
Event or Program Strengths & Weaknesses
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• How did the event/program exceed expecta;ons?
The caliber of performances, aOendee par;cipa;on, unique event decor and ambiance, social space offerings, gourmet food
panel, and overall enthusias;c engagement exceeded my expecta;ons. VMS’s quaint theater and open spaces invoked the
student in us all - which is what our event is about! The use of their full kitchen and cafeteria allowed us to host chefs to
prepare food on site and create the FOODxVail experience. Happy that we were able to offer free parking on a Saturday in Vail.
The ader party at Frost was packed with great local live music, beau;ful spread light food and surprised guests with the popular
soundlounge acous;c massage table (from our health and wellness social space) for con;nued free use.
• What are areas for event/program improvement?
Targeted event promo;on to max ;cket sales and partnerships; grow volunteer base for onsite prepara;on, execu;on and
clean up support; eliminate parking snafus; generate immediate media coverage pre & post event; hold tech rehearsal earlier
for full run through and achieve sophis;cated cues, audience responses and overcome sound & ligh;ng issues.
• How did this year’s event/program compare to previous years?
Each year TEDxVail offers a unique and energizing experience, this being my favorite year out of the three I have aOended and
volunteered for. In 2016 we had a greater turnout thanks to the established Vilar brand and Beaver Creek Village accompanying
ac;vi;es. This year, the personal connec;on the speakers had one another was successfully transmiOed on stage to the
audience and the overall energy of the crowd was constant high spirits and mo;va;on (yes!).
Vail Brand Compatibility
The Premier Interna-onal Mountain Resort Community
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• How did the event /program support the Vail Brand?
TEDxVail supported the Vail Brand by bringing speakers that elevated Vail as
North America’s Premier Interna;onal Mountain Resort Community. The event
covered interna;onally relevant topics that included sustainability, innova;on,
educa;on, social jus;ce, ex;nc;on, ar;ficial intelligence, etc. TEDxVail was
hosted en;rely in Vail, from the Rehearsal Dinner at Blus, Main Event at Vail
Mountain School to the Ader Party at Frost and Sunday Skiing at Vail.
Community Contribution
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• How did the event/program impact Vail’s sense of community?
Event aOendees had the op;on of par;cipa;ng in workshops focusing on
Homelessness, Hunger and Health. Ads were placed in the Vail Daily seeking
local volunteers and the event itself was completely created by volunteer
community, except where outside skills were needed for hire (video edi;ng,
sound, some produc;on, etc.). Vail students were included as aOendees and
now are crea;ng their own. TEDxYouth@Vail in the central part of Vail Valley
at BaOle Mountain High School.
Topline Marketing Efforts
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• What are the top 3 successful marke;ng tac;cs, execu;ons or results from your event/program?
Colorado Yoga Life Media Partnership
• 1 email inclusion to their subscriber list
• 3 social media posts
• Resulted in 3 sold ;ckets with CO Yoga Life promo code for $50 off ;ckets
Vail Daily Digital Ads
• Delivery click through rate is 0.19%, which is about three ;mes the industry standard click through rate!
Really successful campaign results for this one!
Social Influencer via Social Media
• 15+ Promo Codes given to Social Influencers that were shared on FB and Instagram with over 20K
impressions and 5 promo code redemp;ons
• One Social Influencer received over 1K likes on a TEDxVail Instagram post
20 new TEDxVail Talks uploaded to YouTube to build audience of worthy ideas generated from the Town of
Vail - hOps://www.youtube.com/playlist?list=PLsRNoUx8w3rOh0fnCIxd6pNpFbQwV6b1o
• Please a’ach complete marke0ng plan to end of presenta0on.
Potential for Growth & Sponsorships/Media Exposure
21
How do you see the event/program evolving next year?
• Enhanced Social Spaces at TEDxVail for more partner interac;on with ideas to share
• More local speakers and bringing theme of talks to life in a bigger way
• Mul;ple and larger pre-par;es
• Use of Blue Starlite Cinema
• Hotel partners
• Rehearsal Dinner at mul;ple Vail restaurants for smaller group break outs
• Seek out addi;onal grant funding
• Develop FOODxVail concept with more local chefs and more donated food and/or bigger food budget
• To encourage connec;ons between speakers and par;cipants, we’ll ini;ate Project TEDxMall, including a name@TEDxmall.com email address that forwards all messages to
the speaker’s private email
What sponsors do you plan to target next year? (Including exis;ng and poten;al sponsors)
• Auto Partner – targeted GMC and Tesla this year and offer to both again for next year, including other sustainable auto partners
• Retain media partners and create more integra;ons to secure more media and frequency for marke;ng
• Retain all Gid Bag and Social Space partners
• Retain all other partners
• Partners to target for next year: Vail Health, Slifer Smith and Frampton, First Bank, Vail Valley Partnership and their Partners and other big Vail event sponsors, etc.
How will you leverage media exposure and extend the marke;ng reach next year?
• Secure larger marke;ng budget for more paid for media
• Meet with all media partners (Vail Daily, Colorado Yoga Life, Mtn Town Magazine and KZYR for recap and proposal for enhanced 2019 media partnership)
• Hire marke;ng interns from Colorado Mountain College
• Iden;fy a front range media partner
• Con;nue to leverage all marke;ng and media opportuni;es through Town of Vail support
• Create social media campaigns with video content from speakers
• Iden;fy addi;onal email lists to blast to with partnership trades
Sustainability Efforts
22
• What measures were taken at your event/program to support the
environmentally-friendly goals of the Town of Vail? What waste reduc;on
methods were used during your event/program? How could you improve on
sustainability efforts for next year’s event?
Provided reusable, filled water boOles; used compostable plates and flatware; clearly
marked waste and recycling containers; limited printed material; greenhouse social
space and gardening and growing own food; live commercial filmed on stage
cosme;cally promo;ng the use of living plants as decor; u;lized carpools wherever
possible throughout the event weekend. Next year shuOle and special event bus
transporta;on would reduce the overall carbon footprint. We asked each registrant to
provide miles traveled and weather by car or plane to calculate carbon footprint.
The Town of Vail is commi’ed to the stewardship and protec0on of our unique mountain environment. In considera0on of both
our local and global impacts and opportuni0es, our environmental vision is to demonstrate and promote: renewable energy,
resource efficiency, ecosystem protec0on, and community awareness and educa0on.
Event Budget
23
* Event producer to attach detailed budget for recap
Item $
Total Event/Program Budget: 68,209.58
CSE Funds: 15,000
Cash Sponsorship (not CSE): 7,000
In-kind Sponsorship: 31,274.19
Marke;ng Budget: 12,769.15
Profit & Loss: 11.88
How did you use the CSE funds?
(marke;ng, opera;ons, staff, venue, etc.)
marke;ng, opera;ng,
food, venue, filming
Estimated Actual
Total Expenses $70,098.23 $68,197.70
VMS - Venue/Event Estimated Actual Program/Lodging/Transportation Estimated Actual
VMS - Sound Engineer/Techs (2)$1,842.00 $1,842.00 Entertainment - gratis $0.00 $0.00
VMS - Insurance $0.00 $750.00 Speakers - gratis $0.00 $0.00
VMS - Master Electrician/Assistant/LiveStream $1,500.00 $1,500.00 Travel - 50 rides @ $25/ride $0.00 $1,250.00 *in-kind
VMS - Construction or Equipment/Set Backdrop $1,000.00 $1,481.25 Speaker+Guest Hosting/Transportation (2 nights)$0.00 $5,850.00 *in-kind
VMS - Stage Manager/ Assistants $1,500.00 *Comped Shipping/Customs - UPS $0.00 $505.80
VMS - Commissioned Set Art Pieces $2,000.00 *Comped <insert Other>$0.00 $0.00
VMS - Name Tags - ribbons, buttons, etc. $1,600.00 $686.31 <insert Other>$0.00 $0.00
VMS - Incidentals $250.00 $0.00 <insert Other>$0.00 $0.00
VMS - Theater Rental - $750/day for 2 days $0.00 *Comped Total $0.00 $7,605.80
VMS - Signage $750.00 $108.25
VMS - Snacks & Beverage $4,500.00 $250.00 Prizes - Swag for Presenters/Attendees Estimated Actual
VMS - Kitchen Rental $500.00 $500.00 Speaker Awards $2,000.00 $7,799.19 *in-kind David Marks
VMS - Kitchen Supervision $450.00 $450.00 Attendee Totes - Sari from Nasreen $2,225.00 $2,635.00
VMS - After Hour Administrative Support (2)$850.00 $825.00 Volunteer/Speaker Tees (206 total)$3,090.00 $0.00
VMS Cleaning Fees $250.00 $250.00 Branded Stainless Steel Eco-Bottles $2,500.00 $1,413.88 *SayNoMore! Productions
VMS - Headset Package $0.00 *Comped Donated Goods for Swag Bag $0.00 $6,675.00 *in-kind
VMS - Photographer/Assistants $0.00 *Comped <insert Other>$0.00 $0.00
<insert Other>$0.00 <insert Other>$0.00 $0.00
<insert Other>$0.00 <insert Other>$0.00 $0.00
<insert Other>$0.00 <insert Other>$0.00 $0.00
<insert Other>$0.00 <insert Other>$0.00 $0.00
Total $16,992.00 $8,642.81 Total $9,815.00 $18,523.07
Marketing - Detail within Marketing Plan Estimated Actual Battle Mountain Specific Venue/Event Costs - 450 total (400 attendees, 50 volunteers)Estimated Actual
Advertising - Print - Front Range & Local - Vail Daily (in-kind)$5,000.00 $5,000.00 BM - Live-Streaming - from VMS $750.00 $0.00
Advertising - Digital - Targeted Social Media - Vail Daily Digital $1,500.00 $1,500.00 BM - Video Projector $1,500.00 $0.00
Advertising - Outdoor Signage - TOV Roundabout $500.00 $600.00 BM - Projector Screen $0.00 $0.00
Media TV, Production & Distribution KZYR and TV8 (in-kind)$1,500.00 $1,500.00 BM - Signage $500.00 $0.00
Facebook/Instagram Advertisements $850.00 $665.00 BM - Photographer/Assistant $250.00 $0.00
Printing - Rack Cards $0.00 $213.53 BM - Snacks & Beverage $4,500.00 $0.00
Printing - Tote Schedule $0.00 $108.94 BM - Stage Manager/Assistant $750.00 $0.00
Banner Production $0.00 $2,981.68 BM - Tech Order $1,500.00 $0.00
Photo Booth - Jesse Starr Photogrpahy ($500 in-kind)$0.00 $200.00 BM - Incidentals $350.00 $0.00
<insert Other>$0.00 BM - Stage/Backdrop $1,000.00 $0.00
<insert Other>$0.00 BM - Insurance - TBD $0.00 $0.00
<insert Other>$0.00 BM - Headset Package $300.00 $0.00
<insert Other>$0.00 <insert Other>$0.00 $0.00
<insert Other>$0.00 <insert Other>$0.00 $0.00
Total $9,350.00 $12,769.15 <insert Other>$0.00 $0.00
Total $11,400.00 $0.00
Event - Venue Equipment/Video Estimated Actual
On-Site Filming/Post-Production - VOCA $6,400.00 $6,690.00
Apple External Hard Drive $131.23 $131.23 Food & Beverage within Vail Estimated Actual Description
Zoom - Speaker Coaching/Team Meetings ($149.90/month)$0.00 $1,798.80 Thursday Speaker Dinner - Bill Greenwood $4,000.00 $227.76
<insert Other>$0.00 Rehearsal Dinner @ Blu's $5,760.00 $5,868.00
<insert Other>$0.00 Saturday Night After Party - Frost @ The Sebastian $1,000.00 $608.78 *$500 food spend + $500 bar minimum - met
<insert Other>$0.00 December Pre-Party Catering + Crazy Mountain Donated Product $250.00 $1,250.00 *in-kind from Crazy Mountain - $1K
<insert Other>$0.00 Saturday FOODxVail - grocery spend $5,000.00 $2,392.30 *Craftsman, YellowBelly, Bill Greenwood
<insert Other>$0.00 Rocky Mountain Cupcake $0.00 $250.00
<insert Other>$0.00 Team Dinner Grocery Spend ($40/week)$0.00 $1,440.00
<insert Other>$0.00 Total $16,010.00 $12,036.84
<insert Other>$0.00
<insert Other>$0.00
Total $6,531.23 $8,620.03
Event/Program Budget for TEDxVail
> Expenses
Estimated Actual
Total Income $74,251.00 $68,209.58
Tickets/Admissions
Estimated Actual Estimated Actual
254 19 Early Bird @ $100.00 $25,400.00 $1,425.00
50 24 Advance @ $125.00 $6,250.00 $2,400.00
0 74 Regular @ $150.00 $0.00 $9,250.00
40 40 Eagle County School District @ $75.00 $3,000.00 $3,000.00
51 49 Speaker/Guest/Host $0.00 $0.00 $0.00
200 Live-Stream Audience @ Battle Mountain $0.00 $0.00 $0.00
0 62 1/2 Apres Ski Admission @ $50.00 $0.00 $3,100.00
133 Team/Volunteer/Partner $0.00 $0.00 $0.00
$34,650.00 $16,075.00
Ticketing Expenses
Estimated Actual Estimated Actual
1 1 Eventora $399.00 -$399.00 -$399.00
0 PayPal Fees $740.61 $0.00 -$740.61
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
-$399.00 -$1,139.61
Exhibitors/vendors - N/A
Estimated Actual Estimated Actual
0 Large booths @ $0.00 $0.00
0 Med. booths @ $0.00 $0.00
Small booths @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
<Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$0.00 $0.00
Revenue from Hard Dollar Sources
Estimated Actual Estimated Actual
CSE Town of Vail Funding $15,000.00 $15,000.00
Andie Odhe $0.00 $500.00
Wyndam $0.00 $500.00
Living Plant $0.00 $3,000.00
Alpine Banks - underwrite eco-bottle $0.00 $1,000.00
EVLT - underwrite Sharpie & Post Its $0.00 $250.00
Steadman Clinic $0.00 $500.00
Bruce & Susan Smathers $0.00 $500.00
Mountain Shades $0.00 $50.00
TEDxTEEN Raise $0.00 $700.00
$15,000.00 $22,000.00
Event/Program Budget for TEDxVail
> Income
Estimated Actual
Total income $74,251.00 $68,209.58
Total expenses $70,098.23 $68,197.70
Total profit (or loss)$4,152.77 $11.88
Event/Program Budget for TEDxVail
> Profit - Loss Summary
$65,000.00
$66,000.00
$67,000.00
$68,000.00
$69,000.00
$70,000.00
$71,000.00
$72,000.00
$73,000.00
$74,000.00
$75,000.00
Es1mated Actual
Total income
Total expenses
Summary
Goal: simplicity, affordability, and sustainability.
Through simple, local, and effective marketing tactics TEDxVail will not only sell out the 2018 event but will also enhance
local, national, and international leadership skills, foster health and well-being, provide intellectual dialogues and problem
solving through our workshops and conversation, and create a positive and lasting impact on the Vail community.
Target Customers
Primary Market: Local (including second home owners)
Secondary Market: Aspen/Front Range
Tertiary: Speaker networks
Our target customers have interests including; travel, outdoors, technology, entertainment, design, art, learning,
innovation, entrepreneurship, sustainability, global issues, problem solving, health, wellness, and adventure.
We are focusing on individuals that are looking for inspiration and eye opening experiences. Most likely, our customers
will have had prior interests in events of this nature. We plan to connect with past TEDxVail attendees as well as our
speaker’s networks.
Connecting with individuals who are already a part of the Vail community is a no brainer. Our tickets are at a premier
price that will most likely be of interest to individuals with a higher income. A major group we would like to draw upon is
individuals with second homes in the Valley. Most likely these individuals are already planning on visiting and would add
our event to their vacation itinerary.
Through our 20 speaker's personal and professional networks, we estimate our reach through their recorded talks that are
shared to exceed 2 million unique people or households (100K reach per speaker x 20 speakers).
Unique Selling Proposition
Every TED event is a unique experience. A mixture of a creative team, unique ideas, inspirational speakers, and
supported by a variety of local partners and sponsors.
Positioning Strategy
Goal: keep costs to an absolute minimum.
Digital/Social: Facebook advertising throughout the Valley, parts of Pitkin County, and the Front Range with a budget of
$550. This is a very affordable and effective option. We will also be posting organic content and writing posts on Eagle
County Classifieds, Vail Moms Classified, Events in Colorado, and Eagle County Garage Sales and Special Events.
Email: Mailchimp list that has reached 1,500.
Print/Deliverables: a partnership with the Vail Daily will reach approximately 225,000 people (more than once in the
months leading up to the event through several ad placements, local calendars (Vail Calendar), Welcome Centers (rack
cards), VCBA Newsletter, and concierge binder cards.
Other Events: attend as many local events as possible to spread the word. We will host a save the date party at Crazy
Mountain Brewery (@ttraction).
PR: send out press release to local press list.
Distribution Strategy
Tickets will be sold online via Eventora.
https://www.eventora.com/en/Events/tedxvail-yes-2018
Marketing Materials
• Website http://tedxvail.com/
• Instagram https://www.instagram.com/tedxvail/
• Facebook https://www.facebook.com/TEDxVail/
• Newsletter (sample) https://goo.gl/ysuHmh (sent out to 1,500 emails)
• Rack cards at local information desks
• T-shirts
• Press release
• Concierge binder card
• Posters
Our goal is to keep tangible marketing materials to a minimum from a sustainable perspective. Every print marketing
material we distribute (other than newspaper placements) will be multi purpose. Our goal is to extend the usage and
lifecycle of that material.
Online Marketing Strategy
Our online marketing platforms include Facebook and Instagram. At the event we plan to implement Snapchat geo filters.
Our Facebook ads will be optimized continually as we move closer to the event date. We will create organic content that
will be posted on our social platforms once per day. We plan to mention partners in our copy as frequently as possible
without using partner logos (as TED marketing guidelines enforce).
Partnerships
• Town of Vail
• Vail Daily
• Frost
• Battle Mountain High School
• Vail Mountain School
• Crazy Mountain Brewery
• The Mountain Collection (Wyndham)
• CO Yoga + Life
• Haber Vision
• LIV Sotheby's (Andie)
• The Blue Starlight
• Colorado Mountain College
• Our Community Foundation
Retention Strategy
Not only are we continuing to collect emails during events but we are also focusing on sending newsletters to the several
hundred emails we have collected over the years from other TEDxVail events. In the month of January we plan to send
newsletters weekly.
Financial Projections
We expect to fully sell out of all 350 tickets for TEDxVail 2018 which will cover production costs.
Total economic
impact per
attendee day
Lodging Restaurants/
bars/ food
concessions
TEDx tickets Other items Shopping Recreation
$0
$100
$200
$300
$400
Economic Impactper Attendee-Day$337
$103 $84 $56 $38 $37 $19
Direct Economic Impact to TOV per Attendee-Day
In paid lodging
Vacation home/timeshare
With friends/family
Other
29%
29%
43%
Overnight Visitor Profile
Myself Only
2
3
4
5
6 or more
47%
13%
20%
13%
7%
1
2
3 - 5
6 - 8
9 - 14
15 or more
40%
47%
7%
7%
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
33%
40%
7%
7%
7%
7%
Under $50k
$50k-$100k
$100-$150k
$150k or more
15%
42%
35%
8%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
26%
16%
16%
16%
16%
6%
3%
Male
Female
32%
68%
Promoter Passive Detractor
0%
20%
40%
60%
80%Percent Responding75%
17%8%
Likelihood of Recommending Event to a Friend or Family Member
0: None, I
would have
come to
Vail anyw..
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%Percent Responding18%14%11%
46%
4%7%
Importance of Event in Decision to Visit Vail Today - Overall
2018 funding
Direct economic impact to TOV
Economic impact payback ratio
TOV/VLMD sales tax impact
TOV/VLMD sales tax impact ratio $0.22
$3,259
$7.00
$105,063.18
$15,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee Days0K
10K
20K
0.3K
Attendance Est
67%
NPS
Net Promoter Score
Overnight
visitor
Seasonal
resident ofVail Valley
Full-time
resident ofTown of Vail
Full-time
downvalleyresident
Day visitor
to Vail
0%
10%
20%
30%
40%Percent Responding37%
18%
32%
11%
3%
Visitor Type
Colorado
California
Alaska
Arizona
Nevada
Oregon
Texas 3%
3%
3%
3%
3%
9%
76%
No
86%
Yes
14%
Attended Event Last Year?
2018 Vail Event Visitor Summary: TEDxVail
Feb. 10, 2018
Survey technique: Post-event web. Overall sample size: 39 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2018): 9
Overall
Overnight visitor
Seasonal resident of Vail Valley
Full-time downvalley resident
Day visitor to Vail 10.0
4.3
10.0
8.6
7.0
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:
$733
$750
Overall
Overnight visitor Overall
event
Null
TEDxVail
Summary Report
TEDxVail 2018
AT A GLANCE
1 Stage
4 Sessions
20 Speakers & performers
Ideas & connections
ATTENDANCE
30
Scholarshipped students
170
Paying participants
133
Complimentary passes
24,235
Views on You Tube -so far!
FOODx
Featured local chefs
Organic
Locally sourced
Survey says: Delish!
VIDEOGRAPHY
by Voca FIlm Studio
2 Terabytes
Raw Video Footage
5 Manned Cameras
Finding
the
fountain
of
youth?
Impact & Testimonials
“The visual story of TEDx 2018 was magical. Better yet with a full-on-white-out-blizzard.”
- Photographer, Robert Castellino
“It was a weekend of amazing lessons learned and growth for me. I loved the several deep
conversations i had and the amazing talks I heard.” - Lucent Dossier Founder, Dream Rockwell
“So happy and grateful for the wonderful TEDx experience. Thank you from my heart! So happy
to have created Race4Good for Vail Valley with you.” - Humanitarian, Linda Cruse
“I feel completely privileged for being part of the magic that happened in the Vail mountains.
To the whole TEDxVail team, you've made my life better and I thank you for that. Until the next
time.” - Entrepreneur, Salvador Acevedo
“Such a beautiful, well organized event with so much attention to detail. I just loved the
post-its theme and decor, so simple and creative! Great speakers!! What a treat!”
- Attendee, Dawn Harker, owner Alpine Access Destination Management Corp
“Thank you very much for everything you’ve done to make TEDxVail possible. What an honor
to share the stage with such brilliant big thinkers that are changing the world in such positive
ways. I know It’s something I’ll remember for the rest of my life.” - Filmmaker, Michael Boidy
“I wish I had more time to see all of the talks, and the talks I saw I was really impressed! I had
such a great time, I’d love to get more involved with TEDxVail!” - Volunteer, Mary, TV 8
“I loved the several deep conversations I had,
the amazing talks I heard & lessons I learned.”
BONUS! TEDxVail Culture, based on 10 Burning Man Principles
1. Civic Responsibility: value civil society, public welfare & civic responsibility.
2. Gifting: unconditional gift giving, a social lubricant, reach out to connect, break thru barriers, form fine impact networks.
3. Decommodification: create social environments free from influence. Speakers are curated without consideration for
commercial partnerships, transactions, or advertising, participatory experience over consumption.
4. Radical Self-Reliance: discover, exercise and rely on your inner resources.
5. Radical Self-Xpression: your unique gifts, only you can create your radical self-Xpression, offered as a gift to others.
6. Radical Inclusion: We welcome & respect the “other.” No prerequisites exist to participate.
7. Communal Effort: cooperate & collaborate, produce, promote & protect social networks, public spaces, works of art,
Xploratory thinking, & communication that supports community efforts.
8. Leave No Trace: respect our shared environment, leave people & places in wondrous states.
9. Immediacy: Immediate experience. Overcome barriers standing between us. Recognize inner reality of others & selves,
participate in society, connect in nature. Direct experience pairs ideas with action for immediate impact.
10.Participate: be by doing, act, make an impact, open-hearted & open- minded to “ideas worth spreading.”
Saturday April 14 | 3:30-7Battel Mountain High School
Created in the spirit of TED’s mission, “ideas worth spreading,” TEDxVail is designed to give Vail Valley villages, organizations and individuals
the opportunity to stimulate dialogue through TED-like experiences. Since 2009, TEDxVail, in its 10th year, was one of 24,835 events held with
2,716 upcoming TEDx’s to date }yes{. with +1,000,000 views of our 150 Talks, embodying the broad spectrum of individual journeys shaping
our shared experience, recognizing the innate drive to learn, to overcome challenges, and to advance human ideals.
Our main event TEDxVail on February 10, 2018, connected curious minds with huge, opening of hearts as part of a global movement that has
been gathering leaders, thinkers, and doers in over three thousand cities. TEDxVail events are fully planned and coordinated independently
throughout Vail Valley. 79 volunteers helped to produce this year's }yes{.
Our speakers (and audience) rose to the occasion with 18 of 18 standing ovations. We also unveiled Race4Good, tackling the wicked problem of
fully feeding families in Vail Valley. We celebrated more living, doing, Xperiencing, and discovering than what is common today }yes{.
We remain grateful for the kind invitation of Michael Imperi, Vail Mountain School headmaster, to stage TEDxVail at his campus. And we are
thankful for the support provided by the Town of Vail, and their respective staff. The TEDxVail team of volunteers worked tirelessly to create a
more caring community. The support of our partners and the community showing up elevated us toward that ideal. And we proudly affirm that
TEDxVail is unequivocal proof that given all the natural resources endemic to Vail, }yes{, we don’t need to go far to go far!
On behalf of the TEDxVail team,
Kat Haber
Conference Talks: https://www.youtube.com/playlist?list=PLsRNoUx8w3rOh0fnCIxd6pNpFbQwV6b1o
Event pictures: https://www.flickr.com/photos/128141200@N04/albums/with/72157693343599365