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HomeMy WebLinkAbout02. Vail Veterans Program _ Event Recap 2019Vail Veterans Program – 2019 Winter Programs Education & Enrichment Category April 3, 2019 Winter Programs: January 13 – 18 & March 3 – 8, 2019 Lindsay Humphreys Phone: 970.476.4906 lindsay@vailveteransprogram.org 2 Overall Program Highlights & Successes 3 •43 wounded veterans, 33 spouses/caregivers, 30 children, & 8 military hospital staff from across the nation visited Vail for the January and March programs •In a post-program survey, 100% of Winter Family Program Participants reportedly achieved their goals set prior to attending Vail Veterans Program (VVP) •Press coverage in Vail Daily (2 articles), TV8 Vail (2 interviews), KZYR – The Zepyhr (2 Radio Interviews), Connecting Veterans Radio Podcast (1 interview, aired nationally) •81% of veterans at Winter Programs were new participants – Exposing the healing benefits of the Vail Valley and Rocky Mountains to more military in need •19% 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 of completion. Key survey results for the 2019 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 wounded Veterans and family members achieved their personal goals •94% set new goals for the future •100% of program participants have more confidence in themselves •100% of program participants have a more positive outlook on life •100% of program participants developed stronger coping mechanisms •100% created a new community of mutual support ** March Program Survey currently in process Program Impact, Testimonials & Observations 5 “I have had a very hard time with finding activities that make me feel whole again and make me feel alive. I have struggled with depression, anxiety, lack of self- worth and numerous other issues. The whole week blew my mind, from reconnecting with my family, to learning new skills and realizing that this is something that I want to keep moving forward with, it has all made me extremely happy! My youngest daughter asked my wife on the second day if we could just move to Vail and ski all the time! I think one of the biggest feelings that I have at the current moment is excitement that I will be able to show my kids that I can do whatever I want to do and be the man, father, husband, partner and friend that I want to be. It is such an amazing gift.” - Austin Reese, 2019 Winter Family Program Participant, Retired US Navy Veteran Program Impact, Testimonials & Observations 6 “I’m sure you hear it a lot, but that week really did change my life. I broke out of the shell my PTSD had put me in. I became social, wanted to participate, and generally just had fun again. It honestly amazed me the impact you have had on me in as little as five days. I am eternally grateful. Thank you for bringing me back to who I really am.” - 2019 Participant Winter Mountain Adventure Participant Attendance Results 7 •Attendance: 118 total attendees - 43 wounded veterans - 33 family members/caregivers - 30 children - 8 military hospital staff •100% of 2019 Winter Program participants visited Vail specifically for VVP •81% of 2019 Winter Program participants were new to VVP •19% of 2019 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): •Local: 0% •Regional: 0% •Out of State: 100% •Primary Areas Include: Texas, California, and the Washington D.C. Area •Ages from 0 – 59 •From a variety of socioeconomic and diverse backgrounds Estimated Spending Results 9 Estimated average spending per person in the Town of Vail (final amounts are still in progress): •Dining: $586 per person •Shopping: $50 per person (adult) •Lodging: $1,131 per person, 100% of participants stayed in Vail, 410 room nights reserved •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: $363,558 (118 attendees x $3,081 = $363,558) 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 •100% 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 one month of program completion to understand areas for improvement. •VVP is looking to incorporate additional wellness opportunities to the 2020 Winter Programs including: yoga classes and meditation & mindfulness classes How did this year’s event/program compare to last year? •Based on feedback from 2018 surveys, additional childcare opportunities were available during the 2019 Winter Family Program. •Based on feedback from 2018 surveys, Children’s Form Your Own Group lessons were utilized for children’s lessons in 2019 creating more opportunities for bonding between children of similar ages. •Based on overwhelmingly positive survey feedback, VVP continued the additional day that was added to the 2018 Winter Programs. This extra day brought an additional ~ $40,000 revenue to the TOV. •100% of veterans and 100% of spouses/family members reportedly achieved their goals at the 2019 January Program Vail Brand Compatibility The Premier International Mountain Resort Community 13 How does the program support the Vail Brand? •HEALTH & WELLNESS: VVP teaches participants healthy coping mechanisms through skill-building and peer interaction in outdoor recreational activities and is looking to incorporate wellness trainings in yoga & meditation. •OUTDOORS: VVP encourages healing in the peaceful & serene Rocky Mountain Environment, taking advantage of our “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 by 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 program impact Vail’s sense of community? •VVP encourages community building - 40 local volunteers & approx. 258 hours at the 2019 Winter Programs •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 travel for the first time, are exposed to a welcoming community, and choose to return to Vail independently. •The annual Firehouse dinner brings together the Vail Fire Department, the Vail Adaptive Ski & Snowboard School, volunteers, and program participants in a community building event. •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 program? •TOV recognized in Full Page 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 •TOV recognized on a nationally syndicated radio podcast for supporting combat wounded Veterans Potential for Growth & Sponsorships/Media Exposure 16 How do you see the program evolving next year? •VVP has added 3 additional programs in the last year to take place during the shoulder seasons in the TOV. In 2020, VVP plans to continue hosting these 3 new programs in the TOV. •VVP will continue to 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 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 •The Department of Veterans Affairs Potential for Growth & Sponsorships/Media Exposure 17 How will you leverage media exposure and extend the marketing reach next year? •In 2018, VVP built new relationships with 9NEWS, KUSA, and the Denver Post in Denver to broaden awareness and marketing reach. •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 program to support the environmentally- friendly goals of the Town of Vail? •Use of Town of Vail Bus System •Use of ride-sharing services (Colorado Mountain Express & Vail Coach) •Sustainability information was included in welcome packets given to each participant, encouraging them to conserve resources while in Vail What waste reduction methods were used during your event/program? •Reusable water bottles and shopping bags given to each participant at start of program Program Budget Snapshot 19 *Event producer to attach detailed budget for recap Item $ Total Program Budget: 468,560 CSE Funds: 18,000 Cash Sponsorship (not CSE): General Operating Fund In-kind Sponsorship: 186,226.55 Marketing Budget: 0 Profit & Loss: In Progress 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 2019 Winter Programs: •TOV Logo Placed on Website During the 2019 Winter Programs: •A Town of Vail banner at the Golden Peak Base Area from January 13 - 18 and March 3 – 8, 2019 •A Town of Vail banner at Vail Firehouse dinner during event on March 7, 2019 •Mention in TV8, KZYR interviews, and Connecting Vets Interview (5) •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 •Full Page Sponsor Ad in the Vail Daily with TOV logo and listed as Major Sponsor Additional Information/Appendix 23 After the 2018 Winter Programs: •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 •Full Page Ad Sponsor Ad with TOV logo and listed as Major Sponsor sent in Newsletter 24 2019 Winter Family Program Full Page Ad 25 2019 Winter Mountain Adventure Full Page Ad 26