The URL can be used to link to this page

Home My WebLink About02e. Colorado Grand RecapEvent Recap: Colorado Grand 2018 Cultural, Recreational & Community Category October, 2018 Colorado Grand: September 14-15, 2018 Event Producer: Angie Getchel & Kellie Sanford Phone: 720.670.6433 | 303.905.2781 info@coloradogrand.org Board Member Representative: Eddie O’Brien Phone: 970.390.1210 edwardfe3224@gmail.com Board Member of the Colorado Grand in conjunction with Ski Club Vail 2 Overall Event Highlights & Successes 3 •Increased attendance over previous year. •Received coverage from local and national media including magazines, car magazines, websites, television and radio. •Increased communication and contact with community regarding the finish line and Concours festivities. •Out of country large wedding at Arrabelle – thrilled to include the finish line and Concours as part of their celebration. •Several event attendees brought additional family to remain in Vail throughout the week while the group was gone – ultimately increasing revenue for the town. This has steadily increased every year. Estimated Attendance Results 4 •Estimated attendance: We estimate 2000+ spectators were in attendance based on prior year volume of people, as well as a review of the parking in Lionshead public parking spaces and side roads around the area. Distributed 1,500+ programs. •Number/percentage of people who came specifically for event: Without a question everyone contacted was specifically there to witness the finish line, hear the cars and be able to personally see the cars upfront at the Concours. •Number/percentage of people who attended the event last year: By word of mouth and media exposure, including the Town of Vail website, this event substantially grows year over year. Estimated Attendee Profile Results 5 •Attendees came from (local, regional, out of state, international): The event continued to draw a diverse crowd of both Vail Valley locals and destination guests, many repeat guests including both drivers and spectators. While some of the destination guests in attendance drove to Vail specifically for the Colorado Grand event, others were already in the Valley and therefore the event served as added value of their Vail experience. There was also an increase in out- of-state guests who visited Vail specifically for the Colorado Grand 30% local; 50% regional; 15% out of state; 5% international. •Average age and income bracket of attendees: Primarily 30’s and 40’s – unknown income bracket. Estimated Spending Results 6 •Estimated average spending per person: •Dining: Average of $200+ •Shopping: Average of $500 •Lodging: Average of $600+ a night •Other Activities: Average of $200 •Total average spending per person: $1500 •Town of Vail spending the event/program generated: $3,000,000 NPS (Net Promoter Score) 7 •Attendee Response: How likely is it that you would recommend this event to a friend or colleague? Given the increased attendance and greater spending, as well as the extra people brought in to attend the event and not one negative comment, we believe the score result would be 100% positive. Event Strengths & Weaknesses 8 •Various giveaways, gifts, and schwag including more programs for increased spectators and poster giveaway. •Lionshead Village came alive on Friday (9/14) and Saturday (9/15) seeing significant increases in guest presence during the event. Several guests surveyed by volunteers flew in from out of state exclusively for the car show. •A live MC on 9/14 this year enabled us to connect with visitors and give them lots of info on the various cars and drivers. •The event timing is perfect in regards to the slow period in Vail. •Ski Club Vail provided services to the Colorado Grand including Finish Line coordination and volunteering efforts. They provided more than 12 volunteers. Event Strengths & Weaknesses 9 •Measures that could be taken for event improvement: In years past, guest presence virtually disappears after the car show is over, however given the timing of the event being so close to Octoberfest, this years event saw many more spectators/guests stick around long after the Concours was finished. Increased marketing and promotion – live TV coverage at the starting line could help produce more buzz and presence in town while the drivers are on their journey. •For repeat event, comparison to past years: Last year we were unable to hold the Concours and found that there was disappointment between spectators as well as event attendees. Bringing the Concours back this year brought a higher anticipation and enthusiasm among both spectators and event attendees than we have seen in years past. Many were very excited to celebrate these wonderful cars in the Town of Vail during the Concours. Vail Brand Compatibility The Premier International Mountain Resort Community 10 Standard of excellence met by: •Drawing destination guests and locals to the Lionshead and Vail area and creating business for the Lionshead and Vail merchants. •The Colorado Grand helps to stretch the summer event Calendar to go even further into the summer/fall which helps shrink the slow season as much as possible. Both participants and spectators experienced Vail in a unique way unlike any other resort in the State of Colorado. The rarity of these cars, the worth of the participants, and value that the guests provide equals a perfect formula that is congruent with the Vail brand of being a Premier International Mountain Resort Community. The Colorado Grand continues to be a tradition/iconic event in the Town of Vail. Community Contribution 11 The Colorado Grand is an event that significantly impacts our local community. Not only is the Colorado Grand a non-profit event, it also donates heavily to the local Vail community by providing opportunity through scholarship funding for a local Vail Student. We also received tons of support from local businesses. The local community truly helped to support us by joining us for our two-day event in Vail. Topline Marketing Efforts 12 •Advertising throughout the summer included the following: •Main advertisement on the program handouts/souvenir is for the Town of Vail. Programs are distributed to all Colorado towns the event travels through. •3 Live TV8 interviews scheduled throughout the month before the Colorado Grand event. •Press releases to various media outlets resulted in coverage throughout the Vail Daily and Vail Weekly. •TV8 Interview with a driver that aired prior to the Finish Line event •E-mail blast to Front Range Car Clubs and local outlets to advertise both the event and various lodging packages. •Drivers received a special invitation to an exclusive cocktail party at Montauk along with specialty discount cards at local Lionshead reatilers. Potential for Growth & Sponsorships/Media Exposure 13 •How do you see the event evolving next year? Continued growth and excitement for the event resulting in more revenue for the Town of Vail. We will continue to promote this event weekend to vintage car clubs and car enthusiasts. •What sponsors do you plan to target next year? We have five solid sponsors and are always considering the addition of other high-end quality sponsors that would compliment our event and increase value. •How will you leverage media exposure and extend the marketing reach next year? We will use media to increase sponsorship and spectator attendance that would increase attendance and revenue for the Town of Vail. Sustainability Efforts 14 •Recycled oil pans from last year were used to help keep Vail streets clean from oil and grease. •Programs were printed using recycled paper. •No food and drinks were provided by the event, but volunteers combed the streets for litter, empty water bottles, etc throughout the duration of the event. •Vehicles were not allowed to be on during the event to keep the carbon levels low and the town smell free. How could you improve on sustainability efforts for next year’s event? •In addition to the programs, we have explored putting recyclable plaques on the cars. Event Budget 15 Item $ Total Event Budget: $10,000.00 CSE Funds: $5,000.00 Cash Sponsorship (not CSE): Mercedes Benz, RM Auctions, WeatherTech, and Hagerty Insurance In-kind Sponsorship: Town of Vail Marketing Budget: $5,000.00 Profit & Loss: How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Car brochure, marketing directives, insurance, special event licenses, permits, oil pans, participant brunch, finish plaques, finish line awards (DVD), event workers, website and Concours info sheet Additional Information/Appendix 16 Colorado Grand 2018 Proposed Budget Description FY 2018 Budget Revenues: Vail CSE Contribution $5,000.00 Total Revenues:$5,000.00 Expenses: Advertising Brochures/Programs $4,500.00 Posters $150.00 Total Ad Exp $4,650.00 Volunteers Ski Club Vail $5,000.00 Total Volunteer Exp $5,000.00 Music/Entertainment MC $250.00 Total Music Exp $250.00 Opertational Costs: Oil pans $500.00 Miscellaneous expenses Total Misc. Exp $500.00 Total Expenses: $10,400.00 Net Income/Loss $5,400.00