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Home My WebLink About05. Through the Lens Event RecapSurveyed Event/Program Recap: Through the Lens Education & Enrichment Category July 3, 2019 Alpine Journeys: Through the Lens Liz Campbell & Jennifer Mason Phone: 970.476-1876 liz@snowsportsmuseum.org jen@snowsportsmuseum.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 (NPS) was 71%; •Sold out all four presentations and two encore performances; •Created new avenues of support: earned income, Museum Memberships and in- kind support; •Increased the number of repeat guests. Questions from CSE 4 Program Impact, Testimonials & Observations 5 •Provide insight into personal impact on attendees of the event/program, how were people affected by the program? The topics were interesting and the speakers credible. A number of guests attended more than one event because of the diversity and quality of the presentations. The events proved to be a great addition to the Museum’s programming. •Include any testimonials from attendees “Knowledgeable, engaging speakers. Opportunity to mingle while sipping wine, eating, etc.” “Interesting topics presented by informed people.” “Great speaker and a timely topic.” “I am generally not able to attend events held on Wednesdays. I strongly suggest that you add or replace with a Saturday presentation so as to allow weekend skiers to attend. •Provide any other relevant qualitative results from your event/program Attendance Estimate 6 •Was this the attendance you expected? No. We added two encore performances which increased our number of attendees by more than 30%. We also did not anticipate such high demand. •How would you impact attendance next year? Schedule more performances and repeat performances in advance. Visitor Type 7 •Was this the visitor type split you expected? No. We anticipated more overnight visitors and surprised by how the events attracted so many down valley residents. •Why or why not? Please explain. We only captured emails for the ticket buyers and were not able to survey all the guests. •What steps would you take to optimize visitor mix for future events or programs? Schedule encore performances on the weekends and create a guest sign- in to properly capture all the attendees information. 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? The Museum is a cultural amenity for tourists, residents and seasonal residents. Program Attendee Profile 9 •Who was your anticipated target demographic? Lifelong learners with high incomes and young enthusiastic skiers and snowboarders. •Did you reach your target demographic? Yes but we are hoping to attract more young people in the future. •What would you change to attract that audience next year? Longer lead time in arranging and marketing the programs; increase use of social media. 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? The quality and diversity of the programs helped generate sold out crowds well in advance of the programs. There is no other educational program like “Through the Lens” in Vail. •How would you increase the amount of attendees coming for the event/program next year? Attract high profile speakers and Offer more programs. NPS (Net Promoter Score)/Likelihood to Recommend 11 •Do you think the NPS scores reflect the attendee event/program experience? No, I thought it would be higher as nobody left disappointed. •What steps would you take to improve the NPS scores for your event/program next year? Capture more emails to survey all attendees. Estimated Return on Investment (ROI) & Attendee Expenditures 12 •What did you or your event/program do to encourage spending in Vail? Timing of the event lends itself to a night out in Vail. Unfortunately many of the shops are closed after the events ended and most attendees arrived an hour in advance. Event or Program Strengths & Weaknesses 13 •How did the event/program exceed expectations? The demand was significant and the programs sold out easily including all the encore performances; Guests arrived far in advance of the presentation which took us by surprise. •What are areas for event/program improvement? The Museum is in desperate need of a quality sound system; increase the number of presentations. •How did this year’s event/program compare to previous years? This was the first year of the program. Vail Brand Compatibility The Premier International Mountain Resort Community 14 •How did the event /program support the Vail Brand? The new venue is a world-class museum with innovative technology throughout. Guests arrived up to an hour in advance of the event to tour the new facility. The topics were diverse and timely and the speakers were knowledgeable. In a community proliferated with talks and discussions, the Museum stands apart from the rest with the unique location. 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? The Museum is starting to function more like a community center in providing access to current trends and new ideas. The programs brought together residents and non-residents who share common interests which cultivated conversations. Research has shown that location-based learning is a trigger for change and development within the community. The events are helping to establish the Museum as a hot-spot for civic engagement. Topline Marketing Efforts 16 •What are the top 3 successful marketing tactics, executions or results from your event/program? Vail Daily advertisements and articles; Social media posts enticed attendees from as far away as Grand Junction; Concierge e-blasts and direct visits to hotels. •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? Offer presentations twice a month; advance reservation opportunity for supporters; schedule weekend encore performances for programs that we know will sell out quickly. •What sponsors do you plan to target next year? (Including existing and potential sponsors) Alpine Bank; Vail Resorts Epic Promise; The Antlers; Apple Jack Liquors; West Vail Liquor Mart; Costco. •How will you leverage media exposure and extend the marketing reach next year? The Vail Resorts Legacy Day Parades has catapulted the Museum into national news. Sustainability Efforts 18 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? Recycle bins, social media for the majority of the marketing; RSVP list vs. printed tickets. •What waste reduction methods were used during your event/program? The events produce very little waste. •How could you improve on sustainability efforts for next year’s event? Use recyclable beverage glasses and plates. The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both our local and global impacts and opportunities, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protection, and community awareness and education. Event Budget 19 * Event producer to attach detailed budget for recap Item $ Total Event/Program Budget: CSE Funds: 5,000 Cash Sponsorship (not CSE): 2,500 In-kind Sponsorship: 6,000 Marketing Budget: 6,000 Profit & Loss: 50 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, F&B, honorariums, Additional Information/Appendix 20 •Provide detailed budget in the Appendix •Provide final marketing plan in the Appendix •Provide full version of the Survey Dashboard PDF in Appendix •Provide any additional information or marketing materials you think the CSE would benefit from Budget 21 Colorado Snowsports Museum Alpine Journeys: Through the Lens 2018-2019 FINAL Budget Does not include Warren Miller Exhibit Revenues BUDGET ACTUAL Individual donations 4,500 2500 Grants 5,500 5000 Ticket Sales 4,500 5000 TOTAL REVENUE $ 14,500 $ 12,500 Expenses Production 3,000 1500 Advertising 6,000 6000 Equipment - TV/Stand/Blue Ray/sound 4,000 4500 Chairs 1,500 450 TOTAL EXPENSES $ 14,500 $ 12,450 In-Kind Contributions Beer/ Wine / Food 1,000 1000 Lodging 2,500 2000 Advertising 2,000 3000 TOTAL IN-KIND $ 3,500 $ 6,000 Marketing Plan Colorado Snowsports Museum Alpine Journeys: Through the Lens 2019-2019 Marketing Plan Strategy: Increase awareness of the Museum as a community center to socialize in, learn from and explore, in depth, Colorado Ski and Snowboard History Goals: Increase indiviudal supporters and members Elevate the Town of Vail's reputation as a place for learning and cultural enrichement Increase earned income Program: Alpine Journeys: Through the Lens A series of presentations, documentaries, and slide shows featuring historians, scholars and extreme athletes Print Adversiting Vail Daily Ads Run Dates & Location Chris Anthony 14-Dec; 17-Dec; 19-Dec; 20-Dec Abandoned 11-Jan; 14-Jan; 16-Jan; 17-Jan Jon Kedroski 17-Feb; 20-Feb; 21-Feb; Duane Vandenbushe 17-Mar; 19-Mar; 21-Mar Vail Daily and Regional Press Releases Run Dates and Publication General Prorgram Info Vail Daily & Summit Daily Chris Anthony 18-Dec Abandoned ski documentary 13-Jan Jon Kedrowski 18-Feb Duane Vandenbushe 17-Mar In-Town Promotions Extended Museum hours on Legacy Parade nights Posters in the Museum/ Information Centers Beginning November 1 Concierge Visit Beginning December 1 Concierge Email blasts 12/15 01/14 2/14 3/6 Social Media Facebook Posts Instagram Calendar Listings Vail Daily Town of Vail Collateral Promotional flyers (1,000) Included in all mailings to supporters Handed out in the Museum Posters (10) Posted in the Museum/ Information Centers 22 23 Survey Dashboard