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Home My WebLink About4.a. EE 2018 Vail Veterans Program _ Recap updatedVail Veterans Program – 2018 Winter Programs Education & Enrichment Category April 4, 2018 Winter Programs: January 21 – 26, 2018 & March 4 – 9, 2018 Becca Aliber Phone: 970.476.4906 becca@vailveteransprogram.org 2 Overall Event or Program Highlights & Successes 3 •56 wounded veterans, 43 spouses/caregivers, 36 children, & 10 military hospital staff from across the nation visited Vail for the January and March programs •In a post-program survey, 94% of Winter Family Program participants (veterans) reportedly achieved their goals set prior to attending Vail Veterans Program (VVP) •Press coverage in Vail Daily (3 articles), Vail Daily online (1 video), TV8 Vail (2 interviews), KZYR – The Zepyhr (2 Radio Interviews) •69% of veterans at Winter Programs were new participants – Exposing the healing benefits of the Vail Valley and Rocky Mountains to more military in need •31% of veterans at Winter Programs were alumni, forming lifelong relationships and connections with other veterans and the Vail community ** March Program Survey currently in process – Update to be sent to TOV CSE Program Impact, Testimonials & Observations 4 VVP surveys program participants within one month after programs. Key survey results for the 2018 January Family Program: •The most commonly cited personal goals for attending VVP’s Winter Programs (in order of prevalence): Bonding with family, Physical Rehabilitation, Emotional Healing, A Stress-free & Fun Experience, Connecting with Other Veterans •100% of family members and caregivers achieved their personal goals •100% of program participants have more confidence in themselves •94% of wounded veterans achieved their personal goals •94% of program participants have a more positive outlook on life •94% of program participants have better communication with their family •82% of program participants developed stronger coping mechanisms ** March Program Survey currently in process – Update to be sent to TOV CSE Program Impact, Testimonials & Observations 5 “The Vail Veterans Program helped my family to grow closer together. It helped me to jump out of my comfort zone through socializing with others and connecting with a new group. I’m still on active duty. I’m currently transitioning out, and part of that transition means letting go of something you identify with, your people. Going through that change and experiencing the Vail Veterans Program has opened my eyes to the other groups of people that care about me.” - SSgt Persons Griffith, USMC, 2018 Winter Family Program Participant Program Impact, Testimonials & Observations 6 “I’ve heard a couple of participants describe the Vail Veterans Program (VVP) as an opportunity to find a new normal. That is a perfect way to describe this program. Even though I still have my leg, I was told I can’t run, and that I was not allowed to ski, snowboard, or do any high impact activities. But instead of focusing on what I “can’t” do, I wanted to focus on what I can do. Coming to VVP, I learned how to sit ski, a new skill I can continue to use for the rest of my life. Now that I found sit-skiing, it makes me want to find more activities I can do. While they may be different than how I did them before, I now know I can find a way to do anything!” - Andrea Keithler, Captain, USAF, 2018 Winter Mountain Adventure Participant Attendance Results 7 •Attendance: 145 total attendees (81 in January, 64 in March) - 56 wounded veterans - 43 family members/caregivers - 36 children - 10 military hospital staff •100% of 2018 Winter Program participants visited Vail specifically for VVP •69% of 2018 Winter Program participants were new to VVP •31% of 2018 Winter Program participants have previously attended a VVP program in Vail Attendee Profile Results 8 Where did attendees come from? (local, regional, out of state, international): •Texas – 36% •California– 22% •Washington DC Area - 18% •South - 10% •Colorado – 5% •Midwest – 3% •West – 3% •East – 3 % Estimated Spending Results 9 Estimated average spending per person in the Town of Vail: •Dining: $586 per person •Shopping: $50 per person (adult) •Lodging: $1,131 per person •Other Activities (Recreation Activities, Childcare, Ground Transportation): $1,251 per person •Total average spending per person: $3,081 per person •Town of Vail spending the event/program generated: $446,745 (145 attendees x $3,081 = $446,745) NPS (Net Promoter Score) 10 Attendee Response: How likely is it that you would recommend this event/program to a friend or colleague? NPS: 10 - 100% of participants are extremely likely to recommend this program to a friend. 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 11 How did the event/program exceed expectations? •100% of program participants reported that they ‘agree’ or ‘strongly agree’ that they will continue to seek out new activities in the future after VVP, depicting increased coping mechanisms and the overall effectiveness of programming •94% of program participants reported that they ‘agree’ or ‘strongly agree’ that they will maintain the relationships developed with others while at VVP, demonstrating the creation of lifelong communities of mutual support Event Strengths & Weaknesses 12 What are areas for event/program improvement? •VVP is constantly evolving and improving based on the needs and feedback of participants. VVP surveys participants within 1 month post-program to understand areas for improvement. How did this year’s event/program compare to last year? •Based on overwhelmingly positive survey feedback, VVP added an additional day to the 2018 Winter Family Program in January. This extra day brought an additional ~ $40,000 revenue to the TOV. •94% of veterans and 100% of spouses/family members reportedly achieved their goals at the 2018 January Program ** March Program Survey currently in process – Update to be sent to TOV CSE Vail Brand Compatibility The Premier International Mountain Resort Community 13 How did the event /program support the Vail Brand? •HEALTH & WELLNESS: VVP teaches participants healthy coping mechanisms through skill-building and peer interaction in outdoor recreational activities and wellness trainings in yoga & meditation •OUTDOORS: VVP encourages healing in the peaceful & serene Rocky Mountain Environment, taking advantage of the “backyard” •FAMILY & FRIENDS: VVP promotes the reconnecting of families, as well as the building of lifelong relationships with peers and members of the Vail Community •PREMIER: VVP is the “gold standard” for therapeutic recreational programming at three partner military hospitals •COMMITMENT TO EXCELLENCE: VVP is on the forefront of creating innovative programs to assist with the rehabilitation of wounded veterans and their families through evolving to meet the changing needs of this population. The Secretary of Defense and the US Army recognized VVP for an outstanding contribution to soldiers and their families Community Contribution 14 How did the event/program impact Vail’s sense of community? •VVP encourages community building - 42 local volunteers & approx. 300 hours at the 2018 Winter •VVP allows the community to honor the sacrifices made by our military heroes and their families. VVP is an important vehicle for the TOV to share with others the healing powers of the Rocky Mountains. •VVP creates diversity within the community both during and after programs, as many participants choose to return to Vail independently, or relocate here. •The annual Firehouse dinner brings together the Vail Fire Department, the Vail Adaptive Ski & Snowboard School, volunteers, Town Council, and program participants in a community building. •The acceptance and generosity of spirit that participants experience in the Vail community restores confidence and provides a supportive environment that decreases isolation and hardship due to a combat injury. Topline Marketing Efforts 15 What are the top 3 successful marketing tactics, executions or results from your event/program? •TOV Banners at the base of Vail Mountain’s Golden Peak throughout both programs – heavily trafficked areas •TOV recognized in Vail Daily & Vail Weekly ‘Thank You’ advertisements after each program •TOV recognized on Vail’s TV8 and KZYR local radio at interviews before each program Potential for Growth & Sponsorships/Media Exposure 16 How do you see the event/program evolving next year? •VVP will grow its alumni engagement programming in 2019/2020 – This may include events in Vail, CO, creating a deeper connection between VVP participants and the TOV community •VVP will add the Resiliency Training course, a follow-up to the Veterans Path to Success training program, to its annual program calendar. This program took place in Vail in 2017. What sponsors do you plan to target next year? •Town of Vail •Vail Resorts EpicPromise •American Airlines •Johnson & Johnson •Elizabeth Dole Foundation •Safeway Foundation •Disabled American Veterans •Nationwide •The North Face Potential for Growth & Sponsorships/Media Exposure 17 How will you leverage media exposure and extend the marketing reach next year? •In 2017, VVP built new relationships with radio stations in the Vail Valley and the Front Range to broaden awareness and marketing reach. VVP plans continue building relationships with media outlets in 2018/2019. •New grant requests for 2019 •Rental of TOV signs and banners to promote future programming •Possible “Welcome Committee” at the Denver International Airport with Vietnam veterans and sponsor banners upon VVP participant arrivals 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 reduction methods were used during your event/program? •Reusable water bottles and shopping bags given to each participant at start of program How could you improve on sustainability efforts for next year’s event? •Provide sustainability information in welcome packets given to each participant, encouraging them to conserve resources while in Vail Event Budget Snapshot 19 *Event producer to attach detailed budget for recap Item $ Total Event/Program Budget: 521,000 CSE Funds: 18,000 Cash Sponsorship (not CSE): General Operating Fund In-kind Sponsorship: 208,685.20 Marketing Budget: 0 Profit & Loss: How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Adaptive snow sports instruction, lodging, food & beverage Additional Information/Appendix 20 •Provide detailed budget in the Appendix •Provide final marketing plan in the Appendix •Provide any additional information or marketing materials you think the CSE would benefit from 21 Detailed budget Marketing Plan 22 Prior to 2018 Winter Programs: •Hyperlink to the Town of Vail website on the VVP Event Sponsors website page •Mention in TV8 and KZYR interviews (2) During the 2018 Winter Programs: •A Town of Vail banner at the Golden Peak Base Area from January 21 - 26 and March 4 – 9, 2018 •A Town of Vail banner at Vail Firehouse dinner during event on 3/8/18 •Recognition announcements at Winter Program organized dinners with participants and donors •Hyperlink to the Town of Vail website on the VVP Event Sponsors website page •Social Media posts on Twitter, Facebook, and Instagram Additional Information/Appendix 23 After the 2018 Winter Programs: •Half-page Vail Daily & Vail Weekly newspaper advertisements •Vail Daily newspaper article written by Randy Wyrick (Article 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 Twitter, Facebook, and Instagram recognizing the Town of Vail 24