The URL can be used to link to this page

Home My WebLink About02h. Betty Ford Alpine Gardens RecapSurveyed Event/Program Recap: Betty Ford Alpine Gardens Nurture Explore & Discover Education & Enrichment Category October 3, 2018 Nature Nurture & Discover: November 2017–September 2018 Nanette Kuich Phone: 970.390.0103 x 7 Nanette@bettyfordalpinegardens.org 2 Overall Event or Program Highlights & Successes 3 •List the top 4-6 successes you want to share with the CSE (consider this a snapshot for your recap). •Net Promoter Score = 90% •Increased attendance by 32% over 2017; over 125% over 2016 •Added 50 new members •Provided year-round free and low-cost educational activities for Vail visitors •Established collaborative relationship with AIPP Stickwork Project with simultaneous Dougherty photo exhibit and book sales •Gore Creek riparian highlighted through exhibits, activities and speakers with input from CU Boulder, Town of Vail, Eagle River Watershed Council, Eagle Historical Society Questions from CSE 4 •The CSE will ask questions about your event and recap •Leave this blank –it’s a placeholder Program Impact, Testimonials & Observations 5 •Provide insight into personal impact on attendees of the event/program, how were people affected by the program? “We were in Vail for our honeymoon. The history of mining was very interesting and we learned about the water history as well. Keep up the great work! ”Keep them coming –love the changing exhibits to give me the motivation to come up valley.” “Spent 2 hours with my grandkids (4 & 6) in the education center. It was wonderful! Attendance Estimate 6 •Was this the attendance you expected? NO –Attendance Exceeded Expectations •How would you impact attendance next year? More Social Media Postings More Front Range Advertising Add Radio Advertising Visitor Type 7 •Was this the visitor type split you expected? NO •Why or why not? Please explain. A higher percentage of overnight visitors than anticipated. •What steps would you take to optimize visitor mix for future events or programs? Very pleased with the diverse mix. 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? Phone and email questions were directed to Vail Beaver Creek Central Reservations and the vail.com website Program Attendee Profile 9 •Who was your anticipated target demographic? Vail visitors of all ages and origins •Did you reach your target demographic? •Yes -based on BFAG Education Center demographics -not survey data •What would you change to attract that audience next year? Seek out Front Range advertising Walkaround contact w/ V BC lodging Exhibits in 4 local libraries 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? Vail Daily ads, press releases, feature articles; Activities rack cards at info centers; daily activities sandwich boards at garden gates; web & social media posts of events •How would you increase the amount of attendees coming for the event/program next year? Front Range advertising; lodging distribution; exhibit in 4 local libraries NPS (Net Promoter Score)/Likelihood to Recommend 11 •Do you think the NPS scores reflect the attendee event/program experience? Yes •What steps would you take to improve the NPS scores for your event/program next year? Keep up the good experience! Estimated Return on Investment (ROI) & Attendee Expenditures 12 •What did you or your event/program do to encourage spending in Vail? Free and low-cost programs frees up visitors to spend at other venues Daily and evening programs encourages in-town dining before and after event Event or Program Strengths & Weaknesses 13 •How did the event/program exceed expectations? Attendance exceeded expectations –increased 32% from 2017 -over 125% from 2016 •What are areas for event/program improvement? Host outstanding nationally recognized exhibit Add exhibit elements to outdoor gardens to encourage Education Center visit New children’s farmers market and other activities for longer family time Increased Front Range print and radio advertising outreach •How did this year’s event/program compare to previous years? Year 3 of Education Center –visitor awareness and quality of exhibits continues to improve Vail Brand Compatibility The Premier International Mountain Resort Community 14 •How did the event /program support the Vail Brand? BFAG is an internationally recognized botanic garden in Vail; as the world’s highest botanical garden it is also like nothing on earth The CSE programming supported BFAG’s mission to deepen understanding of alpine plants and fragile mountain environments –thank you! Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 15 •How did the event/program impact Vail’s sense of community? H20 = Life exhibit, speakers and activities focused on Gore Creek, the lifeblood of Vail Stickwork photo exhibit and book sale was a collaborative effort with TOV AIPP and community volunteers Topline Marketing Efforts 16 •What are the top 3 successful marketing tactics, executions or results from your event/program? Vail Daily Ads placed weekend before and day before event Email to members the weekend before an event Monthly poster of events on sandwich boards at Garden entrances •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? Exposed: The Secret Life of Roots –most ambitious exhibit and programming to date – first to host national exhibit with internationally known speakers Community outreach at all 4 public libraries, community college and high schools •What sponsors do you plan to target next year? (Including existing and potential sponsors) Membership outreach; hotel outreach for speaker lodging; beer & wine sponsorship •How will you leverage media exposure and extend the marketing reach next year? Front Range print media, increased social media, public radio ads Sustainability Efforts 18 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? Member of Sustainable Destination Certification Steering Committee Water and energy use monitored •What waste reduction methods were used during your event/program? Waste is sorted with every effort to reduce trash to 0% Ecofriendly products used whenever possible Use of local vendors •How could you improve on sustainability efforts for next year’s event? Stay up to date on ecofriendly innovations and practices Event Budget 19 * Event producer to attach detailed budget for recap Item $ Total Event/Program Budget:24,700 CSE Funds:15,000 Cash Sponsorship (not CSE):5,500 In-kind Sponsorship:0 Marketing Budget:11,666 Profit & Loss:962.23 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, Rental Fees Estimated Actual Total Expenses $24,700.00 $24,812.77 Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual Rental fees $1,700.00 $1,700.00 Social food + Beverage $1,500.00 $1,757.00 Insurance $0.00 Non-social food + Beverage $0.00 Sound/AV $1,000.00 $779.00 <insert Other>$0.00 Construction or Equipment $0.00 <insert Other>$0.00 Trash/Composting $0.00 Total $1,500.00 $1,757.00 Utilities $0.00 Labor $0.00 Program/Lodging Estimated Actual Traffic Control $0.00 Entertainment $0.00 Banners - Printing & $200.00 $200.00 Speakers $750.00 $750.00 Signage $3,000.00 $3,000.00 Travel $0.00 Exhibit Shipping Dougherty $2,000.00 $1,911.00 Hotel $1,000.00 $500.00 Exhibit Shipping H20 $500.00 $500.00 <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 $8,400.00 $8,090.00 Total $1,750.00 $1,250.00 Marketing Estimated Actual Prizes Estimated Actual Advertising - Radio $0.00 Prizes $1,200.00 $1,079.86 Advertising - Print $6,000.00 $6,865.91 Cash Purse $0.00 Advertising - Social Media $300.00 $300.00 Total $1,200.00 $1,079.86 Public Relations $0.00 Sales Team Expenses $0.00 Media TV, Production & Distribution $0.00 Graphic Design $1,000.00 $1,000.00 Website $0.00 Collateral Materials $0.00 Printing $2,500.00 $2,500.00 Ed Material Printing $1,000.00 $1,000.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $10,800.00 $11,665.91 Marketing Estimated Actual Telephone/Internet $0.00 Photography $0.00 Transportation $0.00 Permit Fees $0.00 Postage/Shipping $550.00 $490.00 In Kind Trades $0.00 Supplies-Office or Other $0.00 Demographic Survey $500.00 $480.00 Sales Tax $0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $1,050.00 $970.00 Event/Program Budget for 2018 BFAG Nurture Explore & Discover > Expenses Estimated Actual Total Income $24,700.00 $25,775.00 Tickets/Admissions Estimated Actual Estimated Actual 0 Adults @ $25.00 $1,000.00 $525.00 0 Adults @ $15.00 $1,250.00 $1,350.00 0 Other @ $1.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $2,250.00 $1,875.00 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 0 Cash Sponsorships @ $0.00 $6,100.00 $5,500.00 0 In Kind Sponsorships @ $0.00 $0.00 0 Donations @ $0.00 $1,350.00 $3,400.00 0 CSE Funding @ $0.00 $15,000.00 $15,000.00 0 Grants @ $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 $22,450.00 $23,900.00 Event/Program Budget for 2018 BFAG Nurture Explore & Discover > Income Estimated Actual Total income $24,700.00 $25,775.00 Total expenses $24,700.00 $24,812.77 Total profit (or loss)$0.00 $962.23 Event/Program Budget for 2018 BFAG Nurture Explore & Discover > Profit - Loss Summary $24,000.00 $24,200.00 $24,400.00 $24,600.00 $24,800.00 $25,000.00 $25,200.00 $25,400.00 $25,600.00 $25,800.00 $26,000.00 Estimated Actual Total income Total expenses BETTY FORD ALPINE GARDENS EVENT /PROGRAM MARKETING PLAN BRAND STATEMENTS Ø Betty Ford Alpine Gardens is a beautiful and extraordinary botanical garden. Ø The Gardens provides a quality outdoor place for the whole family to explore together and learn about our natural environment. Ø The Education Center at Betty Ford Alpine Gardens is a place for more in-depth learning about alpine plants and the natural environment. Ø Betty Ford Alpine Gardens is a place for outdoor exploration. Ø The Gardens is a place where kids of all ages can experience the wonders of nature. Ø From the sounds of waterfalls to the beauty of the garden beds, Betty Ford Alpine Gardens appeals to all the senses. Ø The Gardens is a hub of activity on most days but also frequently delivers a relaxing and peaceful environment. Ø The Gardens serves as an important botanical resource that showcases one of the best collections of alpine plants in the world. Ø The plant displays and interpretation explain characteristics of alpine flora including how they have adapted to grow in extreme climates. Ø Betty Ford Alpine Gardens transports visitors into different mountain environments found in Colorado. Ø Betty Ford Alpine Gardens is working on publishing the North American Strategy for Alpine Plant Conservation. Ø The Alpine Gardens’ monitoring and re-introduction of endangered alpine plants scientifically examines the success of various propagating techniques and the possible effects of global warming. Ø In compliance with the Global Strategy for Plant Conservation, Betty Ford Alpine Gardens is dedicated to educating the public on the importance of plants and biodiversity. II. We will Increase visitation from residents and visitors a. Objectives: ü Develop and distribute summer and winter rack cards; ü Year-round press releases; ü Participation in the Vail Local Marketing District monthly meetings; ü Provide content and pictures to area and regional websites; ü Build relationships with concierge and front desk staff through participation in trade shows, visits to lodges and summer concierge information/gift; ü Contact regional magazines to pitch story ideas; Vail Valley Magazine, Vail Beaver Creek Magazine III. We will increase the reputation of Betty Ford Alpine Gardens as a center for learning about alpine plants and the mountain environment. b. Objectives: ü Host traveling educational exhibits of the highest caliber and create exhibit materials for guests to take home; ü Engage speakers to present more detailed information about environmental topics; ü Work with higher education institutions to create meaningful continuing education workshops; IV. We will increase support from visitors a. Objectives: ü Accurately capture program participant information with event participation forms, and guest email sign-up procedures; ü Email targeted message for guest information gleaned from the email sign-ups thanking them and inviting them to get involved; CHANNEL METHOD Summer Rack Card Distribution Distribution Vail Brochure Deliver handles most properties and information distribution points except for the following properties/locations Information Centers Pepi Sports Hyatt Beaver Creek Vail Marriott Vail Cascade Resort and Club Ritz Carlton PRESS RELEASE / TOWN TALK / FACEBOOK SCHEDULE Submit detailed press releases including event sponsors / Town Talk pics w/details Ø Traveling Exhibit – Dougherty Ø Intimate Evening Speakers – January, June, August, September Ø Traveling Exhibit - H20 = Life: Wet, Wild, Wonderful Waterways Ø Workshop Series Ø Speaker Engagements: o John Fielder, January o TBD, June o Wendy Naugle, August o Nick Courtens and PRINT MEDIA ~ POST CARDS / CALENDAR Ø Monthly poster of events – located at Garden entrances Ø Vail Daily ads – 2-4 weeks prior to the events ads placed 2-5 times per week Ø Post cards: Dougherty exhibit and Intimate Evening speaker – mailed in June H20 = Life: Wet, Wild, Wonderful Waterways and Intimate Evening speaker – August Workshop Series INTIMATE EVENING INVITATIONS Ø Event Brite Ø Paperless Post CALENDAR LISTINGS & POSTINGS Ø Vaildaily.com Ø Vail-calendar.com http://www.vail-calendar.com/vail-calendar-event-request-form Ø Eventcrazy.com User name: BettyFord Password: Gardens12 http://www.eventcrazy.com/manageAccount/signUp.cfm?redirect=1&sOrigin=%2Fe vent%2Fsubmit%2Ecfm Ø Vail.net Ø Vail Valley Partnership – Ashley Albrecht Ø Visit Vail Valley – Vail Valley Partnership publication produced in the fall; send content in the fall to kbevin@visitvailvalley.com Ø What to Do Ø Parent’s Handbook Ø Vail Valley Magazine Heather Hower editor: Colleen Grey Calendar 926-3969 Pete Vandeberg is the owner Ø Epic Mix: Kelly Ladyga SM Ø Vail Beaver Creek Magazine Ø Vail Valley Magazine, Betty Ford Alpine Gardens 2018 Marketing Budget Detail Vail Daily Advertisements 5000 Radio - CO Public Radio 1500 Post cards 1600 Posters 400 TOTAL 8500 Total economic impact per attendee day Restaurants/bars/ food concessions Lodging Other items Shopping Recreation $0 $100 $200 $300 $400 Economic Impactper Attendee-Day$92 $29 $22 $17 $13 $12 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 38% 50% 6% 6% Overnight Visitor Profile 1 2 3 4 5 6 or more 59% 12% 18% 6% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 20% 33% 33% 13% Vail Avon Beaver Creek Eagle/Gypsum Edwards Other Summit County 88% 12% Under $50k $50k-$100k $100k-$150k $150k or more 17% 52% 24% 7% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 12% 21% 47% 19% 2% Male Female 25% 75% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding93% 5%2% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would have come to Vail anyway 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 Responding43% 23% 5%2%5%5%7%2%2%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 $2.25 $33,710 $69.10 $1,036,561.50 $15,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 11.3K Attendance Est 90% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 0% 10% 20% 30% 40%Percent Responding35% 12%15%19%19% Visitor Type ColoradoTexas Indiana OregonCalifornia FloridaKansas Michigan MissouriSouth Carolina Washington 3%3% 3%3% 3%3% 3% 5%5% 8%65% No 37% Yes 63% Attended Event Last Year? 2018 Vail Event Visitor Summary: Betty Ford Alpine Gardens - Nurture Explore & Discover at the Gardens May - September, 2018 Survey technique: Post-event web. Number of years event has taken place in Vail (including 2018): 31 Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 7.5 6.5 3.7 3.0 1.5 4.0 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: $278 $235 Overall Overnight visitor Overall event Null 46th Annual Vail King of the Mountain Open Betty Ford Alpine Gardens - Nurture Explore & Discover at the Garde.. Burton US Open Community Art Events for the Town of Vail Kick It 3v3 Soccer World Championships Kids Adventure Games Legacy Fighting Alliance Prep Baseball Reports West Championships Spring Back to Vail - All (Concert & Other) Spring Back to Vail - All Except March 31 Concert Spring Back to Vail - All except March 31 Concert & Pond Skim Spring Back to Vail - Concert Only Spring Back to Vail - March 31 Concert & Pond Skim Spring Back to Vail - Pond Skim Only Taste of Vail: Debut of Rose and American Lamb Cook-Off TEDxVail Vail Centre Programmatic Support Vail Craft Beer Classic Vail Jazz Party Vail Lacrosse Shootout Vail Lacrosse Tournament Vail Symposium Winter 2017/18 Season Survey responses: 52