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Home My WebLink About2.b. 2018 Pink Vail Event RecapPink Vail 2018 Event Recap Cultural, Recreational & Community Category May 2, 2018 Pink Vail - March 24, 2018 Christine Albertson Phone: 970-569-7755 Christine.albertson@vailhealth.org 2 Pink Vail Keeps Getting Better! 3 •Pink Vail Net Promoter score was outstanding, 84 (NPS 79 in 2017) •42% of participants live outside of Summit and Eagle Counties. •36% increase in event sponsorships. Brought RXBAR and The Steadman Clinic to sponsor row at Golden Peak. •Raised over $920,000. All this money stays local to help patients at Shaw Cancer Center with the Spirit of Survival program. Attendance Results 4 •2018 – 2,500 participants •22% of participants from Outside of Colorado •20% of participants from the Front Range •51% of participants from Eagle and Summit Counties 5 Pink Vail NPS score: 84 Event Strengths 6 •Comments from our survey really tell the story of why Pink Vail is so successful. •“I am deeply touched by the participations of so many amazing people coming together for such a good cause! I am grateful to be a part of a community that gives so much to those in need of care. I for one, am eternally grateful for all the awesome people who are affiliated with this fun, generous, fabulous event!” – Pink Vail survey respondent •“This was my first Pink Vail experience. Loved it! I will be back next year.” – Pink Vail survey respondent •“I love Pink Vail! The spirit is unbelievable! And the event, staff and production are so great!” – Pink Vail survey respondent •“Positive messaging. Community involvement. Costume contest. All the event details. We fly into Colorado just to participate from Virginia.” – Pink Vail survey respondent Event Weaknesses & Comparability to Last Year 7 •Weakness: We need to keep improving on our Celebration Ski Down. Based on feedback we kept it the same as 2017. It helped as more people did the ski down, but we want to make it more impactful for our participants. •Comparable to last year: In November we worked with our focus group that encouraged us to put more emphasis on all cancer survivors and current patients. There are so many people touched by cancer these days as it effects us all. This year we really tried to make the event less chaotic and more focused. We feel this was achieved as our NPS score has increased over the last two years. Vail Brand Compatibility The Premier International Mountain Resort Community 8 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. Pink Vail is an international event! Over 5,000 donations come in from around the world – Chili, Australia, Germany, England and other destinations. Community Contribution 9 •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 10 •Testimonial ads in all mountain newspapers •Because of You Mailer to over 5,000 Pink Vail donors before the event Potential for Growth 11 •Pink Vail is always evolving. We learn from our focus group each year and will continue to grow the event to make it the best event in Vail! •We will again attend Outdoor Retailer in Denver and look for new companies to sponsor Pink Vail. Sustainability Efforts 12 •Pink Vail worked with Vail Resorts to offer recyclable and compostable serving utensils and plates for VIPs and public food service. •Pink Vail worked with Vail Resorts on trash and recycling for the event. •Last year’s Pink Vail banners were recycled into small 6-pak coolers. •The merchandise bags that were provided were reusable grocery bags. •For Pink Vail 2019, we will work with Klean Kanteen on providing a water source for participants to refill reusable water bottles. Event Budget 13 * Event producer to attach detailed budget for recap Item $ Total Event Budget: $120,000 CSE Funds: $10,000 Cash Sponsorship (not CSE): $100,000 In-kind Sponsorship: $150,000 Marketing Budget: $34,000 Profit & Loss: $800,000 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Destination marketing 14 Estimated Actual Total income $820,500.00 $919,150.00 Total expenses $120,200.00 $119,700.00 Total profit (or loss)$700,300.00 $799,450.00 Event/Program Budget for PINK VAIL 2018 > Profit - Loss Summary $0.00 $100,000.00 $200,000.00 $300,000.00 $400,000.00 $500,000.00 $600,000.00 $700,000.00 $800,000.00 $900,000.00 $1,000,000.00 Estimated Actual Total income Total expenses Estimated Actual Total Income $820,500.00 $919,150.00 Tickets/Admissions Estimated Actual Estimated Actual 2500 2000 Adults @ $30.00 $75,000.00 $60,000.00 500 486 Children @ $25.00 $12,500.00 $12,150.00 0 Other @ $1.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $87,500.00 $72,150.00 Programs/Advertising Estimated Actual Estimated Actual 0 Covers @ $0.00 $0.00 0 Half-pages @ $0.00 $0.00 0 Quarter-pages @ $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 $0.00 $0.00 Exhibitors/vendors 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 other items Estimated Actual Estimated Actual 25 Cash Sponsorships @ $4,000.00 $100,000.00 $100,000.00 0 In Kind Sponsorships @ $0.00 $0.00 0 Donations @ $0.00 $600,000.00 $715,000.00 1 CSE Funding @ $15,000.00 $15,000.00 $10,000.00 0 Grants @ $0.00 $0.00 0 Merchadise $0.00 $18,000.00 $22,000.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $733,000.00 $847,000.00 Event/Program Budget for PINK VAIL 2018 > Funds Raised Estimated Actual Total Expenses $120,200.00 $119,700.00 Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual Rental fees $20,000.00 $20,000.00 Social food + Beverage $20,000.00 $21,000.00 Insurance $0.00 Non-social food + Bevera $3,500.00 $2,500.00 Sound/AV $3,000.00 $3,000.00 <insert Other>$0.00 Construction or Equipment $0.00 <insert Other>$0.00 Trash/Composting $0.00 Total $23,500.00 $23,500.00 Utilities $0.00 Labor $0.00 Program/Lodging Estimated Actual Traffic Control $1,000.00 $0.00 Entertainment $1,500.00 $1,500.00 Banners - Printing & $10,000.00 $10,000.00 Speakers $1,000.00 $1,000.00 Signage $8,000.00 $8,000.00 Travel $0.00 <insert Other>$0.00 Hotel $0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $42,000.00 $41,000.00 Total $2,500.00 $2,500.00 Marketing Estimated Actual Prizes Estimated Actual Advertising - Radio $3,000.00 $3,000.00 Prizes $0.00 Advertising - Print $20,000.00 $20,000.00 Cash Purse $0.00 Advertising - Social Media $2,500.00 $2,500.00 Total $0.00 $0.00 Public Relations $0.00 Sales Team Expenses $0.00 Media TV, Production & Distribution $0.00 Graphic Design $5,000.00 $5,000.00 Website $0.00 Collateral Materials $5,000.00 $5,000.00 Printing $0.00 Promo Items $15,000.00 $15,000.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $50,500.00 $50,500.00 Marketing Estimated Actual Telephone/Internet $0.00 Photography $700.00 $700.00 Transportation $0.00 Permit Fees $1,000.00 $1,500.00 Postage/Shipping $0.00 In Kind Trades $0.00 Supplies-Office or Other $0.00 Demographic Survey $0.00 Sales Tax $0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $1,700.00 $2,200.00 Event/Program Budget for PINK VAIL 2018 > Expenses Marketing Plan Saturday, March 24, 2018 NEWSPAPER Vail Daily (SWIFT) General about event Celebration Ski Down Register Now Not a Skier? Costume Contest 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 Summit Mag 1 Winter Issue Full Page Vail Lifestyle Mag 1 Winter Issues Full Page Vilar Program 1 Winter Issue Full Page Beaver Creek Mag 2 winter issues Full Page Breckenridge Mag 1 Winter Issue Full Page Glow Magazine 1 Winter Issue Full Page Mtn Town Magazine 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