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Home My WebLink About05. Pink Vail Recap for CSEPresentation: Wednesday June 5 Christine Albertson Phone: 970-569-7755 Christine.albertson@vailhealth.org 2 Pink Vail Rocks! 3 •Pink Vail Net Promoter Score (NPS) is 69 •Pink Vail received over $200,000 in cash and in-kind corporate sponsorships •Pink Vail was featured on The Weather Channel - https://drive.google.com/file/d/1WWteCOtMwItxOo0zW--k0ZBKURcMCnah/view •51% of our Pink Vail participants live outside of Eagle and Summit Counties •Raised over $900,000! All this money stays local to help patients at Shaw Regional Cancer Center. Questions from CSE 4 Attendance Estimate 5 2019 – 2,409 participants •27% of participants from Outside of Colorado •24% of participants from the Front Range •49% of participants from Eagle and Summit Counties Visitor Type 6 •Added “Every Cancer Every Color” this year to be more inclusive of all participants and donors •Numbers are very similar to 2018 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 What measures did you take to incentivize guests to book lodging in the Town of Vail? •We had a dedicated lodging page on pinkvail.com that offered discounted room rates at lodging properties. •We sent out more emails earlier in the ski season to encourage people to book early since Pink Vail was mid-March. Overall Visitor Profile 8 Who was your anticipated target demographic & would you change anything? •Our registration data: Male (45%):Female (55%). The most males we have had participate since the event started. •Pink Vail is a family event and we look to bring all ages out to conquer cancer. We had participants from 1 year to 89. Role/Importance of Event in Intent to Visit Vail 9 •55% gave an 8, 9 or 10 rating for the event being their “Only reason for coming to Vail.” NPS (Net Promoter Score)/Likelihood to Recommend 10 •An NPS score of 69 is Pinktastic! •Improvements to keep a great score; Keep coming up with more ways to celebrate our survivors! Estimated Return on Investment (ROI) & Attendee Expenditures 11 •Economic Impact Payback Ratio increased $44 from 2017. •We created Pink Vail window clings that said the merchants were “Proud Partners” for both Lionshead and Vail Villages. Event Strengths & Weaknesses 12 •Each year participants tell us “This is the best Pink Vail yet!” Hard to believe we keep topping the year before. •Each year we are able to reach our fundraising goal. This allows us to expand our services to our Shaw patients. This year we raised $903,000! Vail Brand Compatibility 13 Pink Vail is an international event! Over 4,800 donations come in from around the world – Algeria, Albania, Bahamas, Canada, Columbia, Mexico, New Zealand, Singapore, United Kingdom and other destinations. Pink Vail: Like nothing on earth Pink Vail is truly the world’s biggest ski day to conquer cancer and there is nothing like it. Community Contribution 14 •Shaw is one of the only comprehensive cancer centers in a ski community •The online social and viral component spreads our love for community •Valley businesses had programs that involved giving back to Pink Vail •Vibrant, spirited participants •We own the world’s biggest ski day to conquer cancer Topline Marketing Efforts 15 Potential for Growth & Sponsorships/Media Exposure 16 •This year Pink Vail had over $225,000 in cash and in-kind sponsorships. •Helly Hansen has renewed their partnership through 2021. •Pink Vail was featured on The Weather Channel https://drive.google.com/file/d/1WWteCOtMwItxOo0zW--k0ZBKURcMCnah/view •Our sponsors talk and post about Pink Vail on their social media channels making Pink Vail’s reach huge! • Sustainability Efforts 17 •Pink Vail had a Hydration Station where people could fill water bottles throughout the day. •Pink Vail worked with Vail Resorts to offer recyclable serving utensils and plates for VIPs and public food service. •Pink Vail worked with Vail Resorts on trash and recycling for the event. •The merchandise bags that were provided were reusable grocery bags. •In 2020, we are recycling many of our banners and creating a gift for top fundraisers. . Event Budget 18 Item $ Total Event Budget: $125,000 CSE Funds: $5,000 Cash Sponsorship (not CSE): $125,000 In-kind Sponsorship: $130,000 Marketing Budget: $30,000 Profit & Loss: $778,000 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing 19 Estimated Actual Total Expenses $124,000.00 $125,200.00 Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual Rental fees $25,000.00 $25,000.00 Social food + Beverage $22,000.00 $25,000.00 Insurance $0.00 Non-social food + Bevera $3,000.00 $3,000.00 Sound/AV $3,000.00 $2,500.00 <insert Other>$0.00 Construction or Equipment $0.00 <insert Other>$0.00 Trash/Composting $0.00 Total $25,000.00 $28,000.00 Utilities $0.00 Labor $0.00 Program/Lodging Estimated Actual Traffic Control $800.00 $0.00 Entertainment $1,500.00 $1,500.00 Banners - Printing & $10,000.00 $10,000.00 Speakers $1,000.00 $0.00 Signage $8,000.00 $8,500.00 Travel $0.00 <insert Other>$0.00 Hotel $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 <insert Other>$0.00 <insert Other>$0.00 Total $46,800.00 $46,000.00 Total $2,500.00 $1,500.00 Marketing Estimated Actual Prizes Estimated Actual Advertising - Radio $3,000.00 $3,000.00 Prizes $0.00 Advertising - Print $20,000.00 $20,000.00 Cash Purse $0.00 Advertising - Social Media $2,500.00 $2,500.00 Total $0.00 $0.00 Public Relations $0.00 Sales Team Expenses $0.00 Media TV, Production & Distribution $0.00 Graphic Design $5,000.00 $6,000.00 Website $0.00 Collateral Materials $5,000.00 $4,000.00 Printing $0.00 Promo Items $12,000.00 $12,000.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $47,500.00 $47,500.00 Marketing Estimated Actual Telephone/Internet $0.00 Photography $700.00 $700.00 Transportation $0.00 Permit Fees $1,500.00 $1,500.00 Postage/Shipping $0.00 In Kind Trades $0.00 Supplies-Office or Other $0.00 Demographic Survey $0.00 Sales Tax $0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $2,200.00 $2,200.00 Event/Program Budget for PINK VAIL 2019 > Expenses Estimated ActualTotal Income $961,500.00 $903,270.00 Tickets/Admissions Estimated Actual Estimated Actual 2300 1909 Adults @ $30.00 $69,000.00 $57,270.00 500 500 Children @ $25.00 $12,500.00 $12,500.00 0 Other @ $1.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $81,500.00 $69,770.00 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 25 Cash Sponsorships @ $4,000.00 $100,000.00 $125,000.00 0 In Kind Sponsorships @ $0.00 $0.00 0 Donations @ $0.00 $750,000.00 $682,000.00 1 CSE Funding @ $10,000.00 $10,000.00 $5,000.00 0 Grants @ $0.00 $0.00 0 Merchadise $0.00 $20,000.00 $21,500.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $880,000.00 $833,500.00 Event/Program Budget for PINK VAIL 2019 > Funds Raised Estimated Actual Total income $961,500.00 $903,270.00 Total expenses $124,000.00 $125,200.00 Total profit (or loss)$837,500.00 $778,070.00 Event/Program Budget for PINK VAIL 2019 > Profit - Loss Summary $0.00 $200,000.00 $400,000.00 $600,000.00 $800,000.00 $1,000,000.00 $1,200,000.00 Estimated Actual Total income Total expenses Marketing Plan Saturday, March 16, 2019 NEWSPAPER Startig 30 days out Vail Daily General about event Celebration Ski Down Register Now Not a Skier? Costume Contest For ALL Cancer Patients Eagle County Shout-Out Spirit of Survival Impact Thank You Ad Summit Daily (SWIFT) Summit County Shout-Out Aspen Times (SWIFT) Pitkin County Shout-Out Post Independent - Glenwood (SWIFT) Garfield County Shout-Out Steamboat Pilot Routt County Shout-Out Herald Democrat (Leadville) Lake County Shout-Out Chaffee County Times (Buena & Salida) Chaffee County Shout-Out MAGAZINES Vail Valley Mag 1 Winter Issue Full Page Vail-BC Mag 2 Winter Issues Full Page Summit Mag 1 Winter Issue Full Page Vail Lifestyle Mag 1 Winter Issues Full Page Vilar Program 1 Winter Issue Full Page Beaver Creek Mag 2 winter issues Full Page Breckenridge Mag 1 Winter Issue Full Page Glow Magazine 1 Winter Issue Full Page Mtn Town Magazine 1 Winter Issue Full Page RADIO Starting 30 days out KZYR Last DJ The Mile Always Mtn Time KSKE LIFT FM 106 (KKCH) Krystal 93 CPR KUNC Aspen Public Radio ONLINE Starting 45 days out Paid Search Targeted statewide ads Facebook Ads Targaret adults statewide Instagram Ads Targaret adults statewide Twitter Ads Email Blasts Video Vail Daily Homepage Wallpapers TV Starting 30 days out Comcast free ads + regular ads POSTERS Posters 8.5x11 11x17 Total economicimpact per attendeeday Restaurants/bars/food concessions Recreation (Lifttickets ex. EpicPass, etc.) Shopping Lodging Other items $0$100 $200 $300 $400 Economic Impactper Attendee-Day$167 $57 $41 $28 $26 $14 Direct Economic Impact to TOV per Attendee-Day In commercial lodgingIn rent-by-owner lodgingVacation home/timeshareWith friends/familyOther 20% 11% 24%39%6% Overnight Visitor Profile 1 2 3 4 5 6 or more 17% 19% 13% 15% 30% 6% 1 2 3 - 56 - 8 9 - 1415 or more 13%29% 37%13% 7% Vail Edwards Avon Other Beaver Creek Summit County Eagle/Gypsum 56% 16% 12% 7% 3% 3% 2% Under $50k $50k-$100k $100k-$150k $150k or more 12% 32% 26% 30% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 21% 19% 19% 21% 14% 0% 2% 3% Male Female 21% 79% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding76% 17%7% Likelihood of Recommending Event to a Friend or Family Member 0: None, Iwould havecome toVailanyway 1 2 3 4 5: Half myreason forcoming toVail 6 7 8 9 10: My onlyreason forcoming toVail 0% 20% 40%Percent Responding23% 14%11% 35% 1%2%1%0%1%3% 9% Importance of Event in Decision to Visit Vail Today - Overall 2019 Town of Vail funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $2.54 $12,710 $80.14 $400,677.35 $5,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 2.4K Attendance Est 69% NPS Net Promoter Score Full-timedownvalleyresident Overnightvisitor Seasonalresident ofVail Valley Full-timeresident ofTown of Vail Day visitorto Vail 0% 10% 20% 30% 40% 50%Percent Responding43% 23% 15%11%8% Visitor Type ColoradoFlorida California Illinois Massachusetts PennsylvaniaGeorgia New York 1%1%2% 2%2% 3% 3%79% No39% Yes61% Attended Event Last Year? 2019 Vail Event Visitor Summary: Pink Vail 2019 March 16, 2019 Survey technique: Post-event email. Number of years event has taken place in Vail (including 2019): 8 Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley residentDay visitor to Vail 9.06.5 2.7 6.8 6.2 Are youstaying: How many peopleare staying in youraccomodationsunit? Nights in thearea this trip Where are yourlodgingaccommodationslocated? Annual HouseholdIncome Age State/Country Gender Nightly Rate (ifPaid) Average: Median:$598$375 Overall Overnight visitor Overall event 10th Mountain Parade Pink Vail 2019 Powabunga Fest Sample Size: 383