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Ski for MS RecapEvent/Program Recap: SKI for MS Vail Education & Enrichment Category May 1st, 2019 SKI for MS Vail: February 23rd, 2019 Meg Sheehan Event and Donors Relationship Manager Phone: 970.926.1292 msheehan@CanDo-MS.org 2 Overall Event or Program Highlights & Successes 3 •Over $54,000 raised •Olympic Gold Medalist Jonny Moseley hosted the 2019 SKI For MS Vail •Sponsored pro “Tour duh snow” obstacle course at Mountain Plaza provided high visibly for participants and the local community •18% increase in participation •68% of attendees came from outside of Eagle County •Marketing highlights: 203,223 social media reach; 463,855 social media impressions, 61,000 earned media impressions, and nearly 70,000 email impressions Program Impact, Testimonials & Observations SKI for MS provides Scholarships for Adaptive Skiing in Vail and throughout the country 4 I had an unbelievable experience on Saturday in Vail!The instructors were invaluable to my ease of getting loaded on the chair lift and guide me down the mountain. It was thrilling to go high up the mountain before going down to the base!Really enjoyed meeting Jonny and Tyler and the après party.I’ll cherish photos like this one forever! –Tim, Adaptive Participant Program Impact, Testimonials & Observations 5 “We had an awesome weekend skiing as a family -so much fun that we skied the next two days. I’m just so happy to really be skiing again with my family. Forever grateful for the start I got because of Can Do! When I’m skiing life is good! –Amanda, Adaptive Participant “I thought I was finished being able to ski snowy slopes with grand mountain view’s. Can Do MS made that possible. Your “winning formula” of personable connections and fantastic opportunities for us to rediscover what we “can do” - alongside family and loved ones who have been with us through so much -was all so special. Thank you for everything.” -Joan, Adaptive Participant Estimated Attendance Results 6 •2019 Attendance: 185 •Number/percentage of people who came specifically for event/program: 100% •Number/percentage of people who attended the event last year: 62% •61% of the attendees had a season pass Estimated Attendee Profile Results 7 Where did attendees come from? •31% from Eagle County •55% Regional/Colorado •13% Out of State Estimated Spending Results 8 Estimated average spending per person: •Dining: $102 •Shopping: $378 •Lodging: $1,495 (estimated $700/night) •Other Activities: $110 •Total average spending per person without lodging: $590 •Total average spending per person with lodging: $2,085 •Town of Vail spending the event/program generated: $115,857 *Includes Lodging for 22 reported guests NPS (Net Promoter Score) 9 Attendee Response: How likely is it that you would recommend this event/program to a friend or colleague? 10 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 10 How did the event/program exceed expectations? •Introduced Olympic athlete, Jonny Moseley. His star power set the stage early with his enthusiasm and energy. •We saw an increase in sponsorships including new sponsors CIRQUE, SYNC, Marmot, Tipsy Elves, Mt. Gay Rum, and Lokai. •More fun, party atmosphere, with SKI for MS’s “Tour Duh Snow”, the pro athlete obstacle course. What are areas for event/program improvement? •Even more sponsorships to offer participants even more fun •Increase participation, specifically from the front range How did this year’s event/program compare to last year? •More participants •More sponsors •More fun Vail Brand Compatibility The Premier International Mountain Resort Community 11 •Provided a once in a lifetime opportunity for people to ski with Olympians Jonny Moseley and Tyler Hamilton •Promoted health and wellness by offering attendees a chance to get outside and on-mountain. •Each attendee had the opportunity to soak in all that the Vail community has to offer; from racing on the EpicMix course to après at Mountain Plaza. How did the event /program support the Vail Brand? Community Contribution 12 How did the event/program impact Vail’s sense of community? •Incredible participation from other local non-profits •Provided an opportunity for local businesses to be a part of the event though sponsorships, including CIRQUE and SYNC gear given out to participants and Crazy Mountain beer served at the après party. •Provided fun, family-friendly day for all, including a ski race and après party •Provided an opportunity for the local community to get out and volunteer Topline Marketing Efforts 13 •Social Media Campaign: Invested $5,500 in a thoughtful Vail SKI for MS social media campaign, reaching 203,223 people and resulting in an additional 2,040 landing page views. •Produced videos to accompany the social media ads. •Secured Media Coverage: 61,000 impressions including Vail Daily, KZYR Radio, Vail Daily Weekend Picks, Facebook Live with Tricia Swenson and Snowmotion with Brenda Buglione. •Brand Element Refresh: Added a progressive edge to marketing collateral through design and copywriting. •Email Marketing: Reached 9,978 Colorado constituents via email with a 25% average open rate. Reached 60,000+ constituents nationwide with a 22% average open rate. Potential for Growth & Sponsorships/Media Exposure 14 •How do you see the event/program evolving next year? •Define the brand and build a cohesive national brand. •Focus on consistency and a fit and finish event across the board. •Improve conversion on registration page and make it easy to commit and fundraise. •What sponsors do you plan to target next year? (Including existing and potential sponsors) •We will be growing our sponsor activation next year to engage brands that are a good fit for SKI for MS and get them excited about working with us. •How will you leverage media exposure and extend the marketing reach next year? •We will be increasing our investment in social media based on the success and what we’ve learned from the 2019 series. •Increasing the use of video in our promotions. Sustainability Efforts 15 •Continued opt-in text for mountain communications day-of. No paper schedules, lanyards or race bibs used (Re-usable fabric race bibs) •Online registration for paper-free event. •No on-mountain literature or stations, targeting zero waste •Ensured that all on-mountain and off-mountain trash and recyclables were sorted and disposed of appropriately •All banners and signage is re-used Event Budget Snapshot 16 Item $ Total Event/Program Budget:$35,406 CSE Funds:$3,500 Cash Sponsorship (not CSE):$2,500 In-kind Sponsorship:$2,500 Marketing Budget:$19,809 Profit & Loss:$20,848 How did you use the CSE funds?Marketing Additional Information/Appendix 17 SKI FOR MS 2019 -EXPENSE ITEM BUDGET ACTUAL Apres Party 10,000.00 5,788.60 Marketing Print or Digital Advertising 2,000.00 2,548.00 Social Media 1,000.00 7,500.00 Printing 1,000.00 337.50 Banners 143.00 173.57 Photographer \ Videographer\Photo booth 2,500.00 8,000.00 Poster Distribution 115.00 250.00 Graphic Design 200.00 1,000.00 Merchandise Medals/Trophies 115.00 85.78 Race bibs 421.00 Top Fundraiser Prizes - skis 208.33 Incentive Merchandise Est. 1,223.26 Addtl Hats 200.00 102.90 Unbranded: Beads, Leis 41.67 7.02 Slick Text 10.16 Shipping | Postage Shipping Supplies 50.00 89.95 Staff Airfare 450.00 181.35 Shuttle/Parking/Bag Fee 50.00 288.20 Lodging 297.94 Meals: Staff and Volunteers 700.09 Mileage/Gas 368.64 Miscellaneous(airho rn, auction clothes) 25.00 705.54 Event Director Compensation 50.00 Event Director Expenses/Lift Tickets/ 2,000.00 2,766.00 Miscellaneous Insurance 600.00 480.77 Race Course Rental/Pro gifts 1,200.00 1,200.00 Entertainment 1,000.00 550.00 Rentals 900.00 700.96 TOTAL 24,219.00 35,406.23 SKI FOR MS 2019 -REVENUE BUDGET ACTUAL Sponsorship 6,000.00 6,000.00 Fundraising 46,000.00 47,754.00 In-Kind (not included in #)2,500.00 TOTAL 52,000.00 53,754.00 Additional Information/Appendix 18 Individual (not currently registered)Existing Individual Fundraiser TEAM 8 weeks out Sign-up! Call to Action. Include incentives graphic Thanks for signing up! Toolkit and Incentives Graphic Thanks for signing up! Toolkit and Incentives Graphic 6 weeks out Don’t forget to sign-up! Retro-theme w/ video from CDMS. Recruit your team! Retro-theme w/ video from CD MS. Recruit your team! Retro theme w/ video from CDMS. 5 weeks out Don’t forget to sign up! Bullet points of fundraising ideas Keep up the good work! Bullet points -fundraising ideas 4 weeks out Phone Calls and email –if you can’t make it, you can still fundraise! Use social media, tips from a fundraiser, toolkit, incentives, goal TEAM HELLO! Use social media, tips from a fundraiser, toolkit, incentives, goal 3 weeks out Status & incentives update Videos to individuals Team status & incentive update Videos to teams 2 weeks out PHONE CALLS! 1 week out You are a fundraising rock star! One more week –FINAL PUSH! (If applicable) You are rock stars!! One more week -FINAL PUSH! SKI for MS Vail 2019, Peer–to-Peer Communication Schedule Additional Information/Appendix 19 SKI FOR MS 2019 MKTG PLAN TASK DATE (tentative-week of) Poster Revisions 14-Jan Update Website Homepage 14-Jan Update Facebook event pages 14-Jan Update Classy Pages 14-Jan Revise peer to peer communications 14-Jan Share Jonny news FB 21-Jan Vail Mountain outreach 21-Jan Vail Daily outreach for media sponsorship/ad plan 21-Jan Vail Valley Partnership 21-Jan Vail Daily / Vail / Local or Denver event calendars 21-Jan Social media begins 23-Jan Vail radio outreach 28-Jan Denver Media outreach Feb 4 New SKI for MS Banners Feb 11 Email Communications Vail #1 22-Jan Vail #2 5-Feb Vail #3 14-Feb Vail #4 20-Feb Vail #5 thank you email Feb 26 Peer to Peer Comunications Weekly emails and phone calls per our portfolios