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Home My WebLink About2c. 2018 Event Recap Vail CentreVail Centre Programs Education & Enrichment Category Vail Centre Programs: 2018 Colleen Davis Phone: 307.203.8320 colleen@vailcentre.org 2 Overall Event or Program Highlights & Successes 3 • List the top 4-6 successes you want to share • Net Promoter Score (NPS) was 77%! almost 20% higher than last year • Hosted first professor-led community panel with over 100 people in attendance • Increased attendance to our programs by almost 50% compared to last year • Launched our first program geared towards female entrepreneurs (over 50 attended) • Broadened program offerings based on feedback and cost of other programs Questions from CSE 4 Program Impact, Testimonials & Observations 5 • “Highly informative, fantastic presenters…” – Duke Community Panel Attendee • “This was a great course with excellent professors, excellent organization, excellent facilities, all in an amazing location” – Duke Nonprofit Certificate Attendee • “Simply deep gratitude. Thank you from the bottom of my heart. The scholarship you awarded me allowed me to attend and learn crucial information at pivotal time…” – Program Attendee • “We need more programs like this in Vail…I will bring a friend in 2019” – Cornell Attendee • “Angelo is very talented. The intrinsic view and content was very interesting and rewarding” – CLA Attendee • “CU’s involvement made this course credible and enticed me to register. I loved making new connections and the CU Faculty most. Thank you for making this affordable! Attendance Estimate 6 • Was this the attendance you expected? We were pleased with our attendance numbers this year as we were able to increase attendance by a significant number over last year. The addition of a large community event really helped with our exposure this year. • How would you impact attendance next year? Three years has given us the ability to plan farther ahead. I would expect to increase our overall program numbers and have a greater turnout for our panel event. Visitor Type 7 • Was this the visitor type split you expected? Yes, this is about what we expected. • Why or why not? Please explain. We learned from last year that are overnight visitors is something that will continue to grow and we are pleased that it went up by over 7%. We are also pleased about 6% increase in day visitors which was a focus of our marketing. • What steps would you take to optimize visitor mix for future events or programs? Out of state guest referrals with discounted rates for referrals 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 set-up special hotel rates for our program and hosted one of the programs at the Sebastian and used Vail hotels for each of our professors stays (not reflected in this data as Vail Centre booked these directly). Program Attendee Profile 9 • Who was your anticipated target demographic? Our target demographic encompasses 25-65 year individuals seeking opportunity for professional growth. We attract locals and out of state/county guests for our programs. • Did you reach your target demographic? Yes, we reached our age demographic and increased our out-of-state attendance. • What would you change to attract that audience next year? Continue to attract more out of state participants Role/Importance of Event/Program as Reason to come to Vail 10 • What actions did you take this year to generate the amount of event attendees? Although the question was not asked, we do believe our programs/events bring new people to Vail. In addition, our host agreement with the Small Business Development Center has also encouraged increased Vail visitation. • How would you increase the amount of attendees coming for the event/program next year? More referrals and partnerships with organizations outside of Vail NPS (Net Promoter Score)/Likelihood to Recommend 11 • Do you think the NPS scores reflect the attendee event/program experience? We are very pleased with our net promoter score this year. This >20% increase from a year ago showcases our learning curve to improve on the learning experiences and outcomes for each program attendee. • What steps would you take to improve the NPS scores for your event/program next year? This year, program feedback and impact surveys were sent out multiple times (with reminders) after each program. Moving forward, we will issue surveys at the time each course as well as electronically (with reminders) after each program. We will utilize this feedback to improve upon next year’s course offerings. Estimated Return on Investment (ROI) & Attendee Expenditures 12 • What did you or your event/program do to encourage spending in Vail? • We once again provided participants with information on things they could do before and after our programs. The professors spending was not included nor the Vail Centre’s F&B spending for this courses. Event or Program Strengths & Weaknesses 13 • How did the event/program exceed expectations? Our net promoter scores are huge reflection on the success of our programs. We were also thrilled about the feedback for our community panel this year. • What are areas for event/program improvement? We need to rely more on our alumni for referrals for our courses and find unique partnerships avenues such as a partnership with professional accrediting agencies. This year we would like to do a better job making sure our programs/partnerships are relevant and have a solid following like our successful programs from this year. • How did this year’s event/program compare to previous years? This year was our best year yet with overall programs and class makeup. Vail Brand Compatibility The Premier International Mountain Resort Community 14 • How did the event /program support the Vail Brand? The Vail Centre continues to be the only place in the country that brings multiple top tier universities to one location. This year the Vail Centre hosted our courses in a number of locations in Vail so as to help our students experience more of the Vail community. Through our partnership with the State of Colorado’s Economic Development Department and our hosting agreement for the Small Business Development Center we have been able to boost Vail’s reputation as a place to be inspired both physically and intellectually…like nothing else on earth. Brand Positioning: • Town of Vail: The Premier International Mountain Resort Community • Vail Mountain: Like nothing on earth Community Contribution 15 • How did the program impact Vail’s sense of community? These are just a few of our impacts: - Our Community Leadership Academy had over 45 locals enrolled in a 7- month cohort experience. Members of this academy report on our surveys that they feel more connected to other in our community and able to be create bridges across sectors to solve problems - Our community panel with the professors from Duke on the Pitfalls of Nonprofit Boards brought over 100 people together from the community from over 25 different nonprofits to address the challenges of building effective boards in a small community Topline Marketing Efforts 16 • What are the top 3 successful marketing tactics, executions or results from your event/program? 1.) Partner promotion through Duke, Cornell, University of Colorado, Colorado Nonprofit Association, and Colorado Technology Association has been essential this year. 2.) Our New Host relationship with the Small Business Development Center of Colorado through the Federal Small Business Association has also given us greater marketing reach 3.) Traveling to counties outside of Eagle to present at Rotary meetings and chambers allowed us to fill many of our classes with non-Eagle County participants. The Branding Clarity program in particular showcased this outreach • Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 17 • How do you see the event/program evolving next year? 1.) Expand our reach through a partnership with the NASBA to offer CPA credit hours for our courses. Attracting CPAs from around the country 2.) A program area on a health topic to compliment the Valley’s existing offerings • What sponsors do you plan to target next year? (Including existing and potential sponsors) 1.) Corporate Sponsors- we are hoping to bring them along as not only event sponsors, but program and scholarship sponsors 2.) Vail Health- we believe there could be some really nice synergy between us • How will you leverage media exposure and extend the marketing reach next year? 1.) Ask more of our University partners now that the relationship is established Sustainability Efforts 18 • What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? 1.) University Certificate Course Participants received reusable coffee mugs 2.) Used reusable lines for each program 3.) Provided recyclable materials where available and partnered with our food provider to cut-down on plates needed 4.) Provided water bottle refilling stations 5.) Asked our partners to cut-down on paper when possible • What waste reduction methods were used during your event/program? Articles and reading materials were electronically sent before programs. Asked class participants to bring their materials with them from class to class. • How could you improve on sustainability efforts for next year’s event? Reusable water bottles and more encouragement of using water refilling 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 19 * Event producer to attach detailed budget for recap Item $ Total Event/Program Budget: $929,760 CSE Funds: $45,000 Cash Sponsorship (not CSE): $150,000 expected In-kind Sponsorship: Grand View/Donovan $15,000 Ads/Press Marketing Budget: $70,800 Profit & Loss: $50,000 does not include general overhead How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Mainly for marketing and program expansion Appendix A 20 • Provide detailed budget in the Appendix Appendix B 21 • Provide final marketing plan in the Appendix Appendix C: Survey Dashboard 22 Appendix D 23 • Provide any additional information or marketing materials you think the CSE would benefit from. https://www.youtube.com/watch?v=oSsODlbv2_8 https://www.youtube.com/watch?v=z0qUszWK7QU • Town of Vail/Vail Centre In-Kind in 2018: In-Kind Venue Support: $19,350 CSE Support: $45,000 Vail Centre Trade: $10,000 Total TOV Support: $54,350