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Home My WebLink About03. BFAG CSE RecapEvent/Program Recap: Betty Ford Alpine Gardens Education & Enrichment Category Wednesday, September 4, 2019 Exposed: The Secret Life of Roots June 27 –November 2, 2019 Nanette Kuich Phone: 970.476.0103 x3 nanette@bettyfordalpinegardens.org 2 Overall Event or Program Highlights & Successes 3 •Successes: •Provided Multiple Educational Venues for Vail’s Sustainable Destination •Partnership with Friends of the Vail Public Library provided free public admission to the Aprés Speaker Series with a Grant of $1500 •Women Framers Exhibit Featured in AIPP Tour and exhibited in all 4 local Eagle County Libraries and CMC for countywide awareness •In-house survey had a Net Promoter Score of 100% Program Impact, Testimonials & Observations 4 No one left the exhibit without an appreciation for the immensity and importance of a plants’ underground root system that exists beneath our feet. Actual roots provided a visual vehicle to stress the need for sustainable agriculture to feed the growing human population. •Testimonials: •“I loved the roots in the Education Center. Who knew they could get so long!” •“The secret life of roots was very eye opening, the type and depth of roots” •“Your exhibit on roots was amazing as was the video on the dust bowl” •“(I) learned about the drawbacks of annual grains in agriculture” •“(I learned the) importance of perennial grains” Estimated Attendance Results 5 •Estimated Attendance Education Center tally of visitors who walk through the door: •As of August 29: •Total: 7,787 •Men –2,407 (31%) •Women –3,713 (47%) •Children –1,772 (22%) •Number/percentage of people who came specifically for event/program: •>18% •Number/percentage of people who attended last year’s exhibit: •74% Estimated Attendee Profile Results 6 •Where did attendees come from? (local, regional, out of state, international): •Everywhere! •All CO •Almost all states •Mexico, Argentina, Jerusalem, Australia, China, Japan, Russia, UK, Canada, Germany Estimated Spending Results 7 BFAG not elected for a CSE survey. BFAG inhouse survey data indicates: All of our visitors spent time in Vail outside of the Gardens. The majority stayed at least overnight ~ 64% of our visitors factored the Gardens into their reason to visit Vail. Nearly all Garden visitors plan on visiting again! NPS (Net Promoter Score) 8 How likely is it that you would recommend this event/program to a friend or colleague? Question was based on a 5-interval scale in the survey sent to visitors. 100% promoters Event Strengths & Weaknesses 9 •Exceeded Expectations: •Visitors’ visible awe of the exhibit and genuine interaction •Guests are spending more time in the Education Center •Conversations sparked and continued with fellow guests and staff •Grand Opening breakfast of the exhibit well attended (78 vs. 60), received and valued •Themed scavenger hunt prize excited kids about plants •Areas for improvement: •Collaborating with VPL for Aprés at the Gardens was necessary; Having events on our campus is better attended and more beneficial for the organization •In-print front range marketing may provide greater visitation. •Compared to last year: •Over 80% responded the experience was better than previous years’ themed exhibits; remaining responses were neutral. Message of the exhibit clearer and integrated throughout the whole Gardens experience. Vail Brand Compatibility The Premier International Mountain Resort Community 10 •Supporting the Vail Brand: •Exposed: The Secret Life of Roots was the US Botanic Garden’s most popular exhibit from 2015. Betty Ford Alpine Gardens is the only other organization to show this exhibit adding to the elite brand of Vail. The Roots exist no where else on earth. •The exhibit adds to the character by being a leading alpine garden •Free admission provides guests of Vail a collaborative experience with the Town Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 11 •How did the event/program impact Vail’s sense of community? •The special exhibit provided a sense of pride for the Town •Free access allows inclusivity and accessibility •Collaboration with Vail Public Library, Gypsum, Eagle and Avon Public Libraries, CPW, Eagle Valley Outdoor Movement, and Eagle County Seniors spread the installation and events Valley-wide •Roots themed events for members and visitors provided opportunities for engagement and sharing Topline Marketing Efforts 12 •What are the top 3 successful marketing tactics, executions or results from your event/program? •Colorado Public Radio •Bi-weekly Vail Daily Ads/Ad in Vail Valley Weekly/press releases •Distribution of 5,000 brochures to hotels and visitor centers. Weekly programming/event list sent to concierges Potential for Growth & Sponsorships/Media Exposure 13 •How do you see the event/program evolving next year? •More thought put into Front Range Marketing •Collaboration with more local initiatives •More focus on theme-based workshops •What sponsors do you plan to target next year (Including existing and potential sponsors)? •Frechette Family Foundation •Sponsorship opportunities for members •How will you leverage media exposure and extend the marketing reach next year? •Colorado Public Radio -earlier execution •Include Front Range in more social media boosts •Research Front Range publications that are a good fit Sustainability Efforts 14 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •Spreading awareness of the need for sustainable agriculture •Recycling at every program –new this year, compost! •Materials printed on recycled paper •Shop locally •Bus transportation/walking encouraged •Plastic usage reduction •What waste reduction methods were used during your event/program? •Bulk purchases, compost, staff training on proper recycling, correctional sorting, reusable signage, reuse of previous exhibit materials •How could you improve on sustainability efforts for next year’s event? •More messaging on the green roof and green messaging in general 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 Snapshot 15 *Event producer to attach detailed budget for recap Item $ Total Event/Program Budget:$52,634 CSE Funds:$21,250 Cash Sponsorship (not CSE):$27,195.00 In-kind Sponsorship:$2,843.35 Marketing Budget:$8325 Profit & Loss:$-1345.75 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Exhibit costs and marketing Additional Information/Appendix 16 •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 Estimated Actual Total Expenses $60,000.00 $52,634.00 Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual Rental fees $1,200.00 $0.00 Social food + Beverage $800.00 $250.00 Insurance $0.00 Non-social food + Beverage $0.00 Sound/AV $0.00 <insert Other>$0.00 Construction or Equipment $0.00 <insert Other>$0.00 Trash/Composting $0.00 Total $800.00 $250.00 Utilities $0.00 Labor $0.00 Program/Lodging Estimated Actual Traffic Control $0.00 Entertainment $0.00 Banners - Printing & $0.00 Speakers $5,250.00 $5,300.00 Signage $0.00 Travel $0.00 Exhibit Printing & Installation $40,000.00 $37,509.00 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 $41,200.00 $37,509.00 Total $5,250.00 $5,300.00 Marketing Estimated Actual Prizes Estimated Actual Advertising - Radio $1,000.00 $1,250.00 Prizes $1,700.00 $1,000.00 Advertising - Print $6,000.00 $3,400.00 Cash Purse $0.00 Advertising - Social Media $300.00 $100.00 Total $1,700.00 $1,000.00 Public Relations $0.00 Sales Team Expenses $0.00 Media TV, Production & Distribution $0.00 Graphic Design $0.00 Website $0.00 $300.00 Collateral Materials $0.00 $2,175.00 Printing $2,500.00 Printing - Educational Materials $1,000.00 $200.00 Digital Ads $0.00 $900.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $10,800.00 $8,325.00 Marketing Estimated Actual Telephone/Internet $0.00 Photography $0.00 Transportation $0.00 Permit Fees $0.00 Postage/Shipping $250.00 $250.00 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 $250.00 $250.00 Event/Program Budget for [Event Name] > Expenses Estimated ActualTotal Income $60,000.00 $51,288.25 Tickets/Admissions Estimated Actual Estimated Actual 200 Adults @ $15.00 $3,000.00 50 Children @ $0.00 $0.00 200 Other @ $10.00 $2,000.00 0 <Insert Other> @ $0.00 $0.00 $5,000.00 $0.00 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 $0.00 0 In Kind Sponsorships @ $0.00 $0.00 $2,843.25 0 Donations @ $0.00 $0.00 0 CSE Funding @ $0.00 $30,000.00 $21,250.00 0 Grants @ $0.00 $0.00 $20,695.00 0 Individual Donors and Underwriters $0.00 $25,000.00 $6,500.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $55,000.00 $51,288.25 Event/Program Budget for [Event Name] > Income Estimated Actual Total income $60,000.00 $51,288.25 Total expenses $60,000.00 $52,634.00 Total profit (or loss)$0.00 -$1,345.75 Event/Program Budget for [Event Name] > Profit - Loss Summary $46,000.00 $48,000.00 $50,000.00 $52,000.00 $54,000.00 $56,000.00 $58,000.00 $60,000.00 $62,000.00 Estimated Actual Total income Total expenses Exposed: The Secret Life of Roots Marketing Plan (June 27 – November 2, 2019) Goals: • Be branded as a premier botanic garden with superior educational programming • Bring Front Range and garden enthusiasts to Vail • Increase visitation by 15% over the months of June-November • Increase donation box support by 15% • Reach the younger demographic • Keep our members involved and add value to membership by updating on upcoming events and happenings in the Gardens, as well as exclusive benefits • Be known by all locals and visitors alike • Spread message of the importance of sustainable agriculture Personas: • Educated, environmentally driven, community oriented, philanthropic, Vail enthusiast, horticulturally interested, vacationer General Exhibit: • Colorado Public Radio (2 sponsorship spots a week) • Vail Daily Ads • Vail Daily digital focusing on the front range • Give Yantis PR content to add to their scouting trips • Press release in Vail Daily/Weekly (June & September) • EverythingVailValley.com • Facebook event • Instagram posts • Information in Summer Program Guide o Distributed to visitor centers and hotels throughout the Valley, displayed is kiosks and added to membership packets • Community-wide events associated with Roots brochure o Added to membership packets and in all public libraries o To increase viewership throughout Valley and invite community to come to the exhibit • Roots brochure for visitors to add interpretation to what already exists and summarize next steps. Drive home the point of the installation. • Add content to membership asks and thank yous as well as newsletters. Create a buzz. Grand Opening: • Invitations • Emails • Newsletter • Information at the front desk • Website Aprés with the Gardens series: • Vail Daily ads • Press releases • Inclusion in concierge update and Weekly ad • Newsletters • Facebook events and posts and Instagram posts • Signs in kiosks and Education Center • Website • Vail Public Library –on their website, newsletter, library hallway display, and bookmarks Women Farmers exhibit: • On all Roots collateral • Informative display in Education Center • Included in the libraries messaging • On EVV.com • Facebook event and post + Instagram Timeline: March – Design Save the Date and Grand Opening invitations April – Save the Date sent, include exhibit content in mailings and newsletters, finalize program guides, make exhibit brochures, add all events to website May – Grand Opening invite sent, write press release on Roots, design ads, add to EVV.com, weekly concierge updates, set up facebook events (exhibit, Aprés, women farmers), make eventbrites, distribute brochures June – Grand Opening (27th), Vail Daily ads start (Roots & Crews in VD, Weekly, kiosks, EC, FB, newsletter), digital messaging starts, Roots and Aprés in newsletters, print ads for kiosks, add banners to website, finalize gallery room TV slideshow, schedule facebook posts, press release on Dr. Crews July – press release on Peggy Godfrey, Ads (Roots, Chefs, and Godfrey in VD, Weekly, kiosks, EC, FB, newsletter), facebook and instagram posts, weekly concierge updates, weekly “What’s Happening in the Gardens August – press release on Heicher, Ads (heicher, exhibit in VD, Weekly, kiosks, EC, FB, newsletter), concierge updates, weekly “What’s Happening in the Gardens” September – press release on Richardson, Ads (Richardson, exhibit in in VD, Weekly, kiosks, EC, FB, newsletter), weekly concierge updates, weekly “What’s Happening in the Gardens”, Roots press release #2 October – Women Farmers and exhibit posts, bi weekly concierge updates, women farmers highlight in newsletter November – Exhibit ends, farewell post