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Home My WebLink About02. F. 2019 Kids Adventure Games RecapSurveyed Event Recap: Vail Kids Adventure Games™ Cultural, Recreational & Community Category October 2nd , 2019 Vail Kids Adventure Games™: August 7-11, 2019 Hélène Mattison Kids Adventure Games, LLC 970-401-3804 helene@kidsadventuregames.com Beth Pappas Vail Recreation District, Event Manager Office: 970-479-2280 Mobile: 970-471-5352 bpappas@vailrec.com 2Town of Vail | CSE | 09/27/2019 Overall Event Highlights & Successes 3 •Net Promoter Score (NPS) was 84% •Increased attendance by 35% over previous year •Estimated revenue generated for the Town of Vail $2,767,500 (+/-20% error level should be considered) •Added a Balance Bike Race for the little kids up to 5 years of age •Moved the Family Adventure Zone to Start/Finish Area at Mountain Plaza •Moved the check in area to the Start/Finish Area Attendance Estimate 4 How to impact attendance in 2020: •NEW course -market this so that repeat athletes are excited to return and race at a “new” venue. •Work on a new format which allows us to have a competitive category to accommodate those kids that wish to be competitive. In this wave we will particularly address the backups on the course •Invite teams from other events in the National Series to the Vail Kids Adventure Games™ with early bird registration before we open to Colorado Residents. •Expand the Balance Bike Race Town of Vail | CSE | 09/27/2019 •540 Teams; up from 2018 •1400 Participants •4285 Family Members; up from 2018 •Est 4,500 Expo Participants •450 Mud Run Competitors up from 2018 •NEW! 30 Balance Bike Participants •% of people in Vail specifically for event: 67% UP from 2018 •67% of the attendees had attended the Games in the past Visitor Type 5 •An increase in the number of participants from the Front Range, Denver and Out of State, who specifically come to Vail for this event and have scheduled their vacation time around the event. 63% up from 58% from 2018. •As the event is gaining national awareness we expect this number to increase. Vail is the Marquees Event of the National Series •Many families from our Nationwide events are now entering the Vail event. We will have a promotion early November to address the Nationwide Database for a VIP early entry opportunity. Town of Vail | CSE | 09/27/2019 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 •Events were spread days apart, therefore out of town guests had to spend several nights in Vail. •A participatory Family Adventure Zone, the Family Mud Run, The all new Balance Bike Race, watching other kids race, as well engaging families to volunteer on their non race days made it fun for families to be in town for several days •Lodging call to action increased Vail based nights stays by 14%: www.kidsadventuregames.com directed participants to three key lodging partners •Antler’s at Vail •Evergreen Lodge •The Double Tree Town of Vail | CSE | 09/27/2019 Overall Visitor Profile 7 •Our anticipated target demographic are families who want to spend their vacation participating in outdoor activities. •Survey shows we reached our target demographic area. •We will keep focusing our advertising and marketing on families who are active and are want a healthy active lifestyle. We will focus on sponsors that have the same message thus reaching a much larger audience. Town of Vail | CSE | 09/27/2019 Role/Importance of Event in Intent to Visit Vail 8 •Overall reason up from 2018 •The clinics were on Wednesday and Thursday; the races on Friday, Saturday and Sunday. The kids who would be most likely to be in the skills clinics, are the younger kids who raced on Saturday and Sunday. Therefore families who participated in both the races and skills clinics, would be staying in Vail more days. •58 % Of the skills clinics participants were overnight guests. •To increase the number of overnight Vail guests coming for the event next year, we will market to other events site nationwide to come to our marquis event. Town of Vail | CSE | 09/27/2019 NPS (Net Promoter Score)/Likelihood to Recommend 9 •The Net Promoter Score is 84. To increase this score for 2020: •Race Course: creating/adjusting the course, which allows more participation with fewer backups •More precise communication with parents and kids in months leading up to the event •Create a most competitive as well as non competitive waves, to set expectations. •Revisiting the check in communications, procedures, times and location to be even more convenient for the families. Town of Vail | CSE | 09/27/2019 Estimated Return on Investment (ROI) & Attendee Expenditures 10 To encourage spending in Vail: •The skills clinics were on Wednesday and Thursday, when the races were on Friday, Saturday and Sunday. The kids who would be in the skills clinics most are the younger kids who raced on Saturday and Sunday. Therefore families would be staying in Vail more days. •AM races and a 3 PM awards party had many families walk around and having lunch in Vail Village after finishing the race. •The Family Adventure Zone had some new, fun, free, attractions that encouraged families to come out on none race days. •The older kids raced on Friday, which encouraged younger kids to come out and watch the races and thus spend more time in Vail Village. •The number of athletes increased by 60, for race, 100 for mud run and 30 in Balance Bike Race Town of Vail | CSE | 09/27/2019 ROI up $150,000 from 2018 Event Strengths & Weaknesses 11Town of Vail | CSE | 10/09/2019 Exceeded Expectations: •Net Promoter at 84% •Previous successful events increased word-of-mouth promotion resulting in sold-out competition for the 10th year in a row. •Regional and national marketing and public relations efforts kept destination participation at 50% of total attendance and extended average length of stays •5-day event allowed for additional ancillary events for non-competitors and expanded event expo Mountain Plaza •Family Mud Run attracted 400 participants, most of which came from outside of Eagle County •Balance Bike Race for 5 year and under adventurers was a huge success and fun for all •3-day interactive Adventure Zone at Mountain Plaza •Expanded spectator guide included event info and family-friendly dinning, shopping and activities guide •Additional in-town signage improved traffic flow and event presence •Check in location at Mountain Plaza improved customer satisfaction Event Strengths & Weaknesses 12Town of Vail | CSE | 09/27/2019 Exceeded Expectations: •Modified Start/Finish/Transition layout improved traffic flow and overall experience at Mountain Plaza •Modified route eased congestion in the village; racer-public interface on Bridge Street was addressed successfully •The race course route itself was rejuvenated to keep alumni racers coming back •The race course included a ride up the gondola, showcasing Vail Mountain •Improved signage and banner plan •Increased participant numbers required additional resources on course which we were able to address to some extend •i.e. additional staff and obstacles to avoid lengthy backups •Exceptional event staff acted as ambassadors for Vail and enhanced the overall impression of the community Event Strengths & Weaknesses 13 Measures that could be taken for event improvement: •In order for participation numbers to increase the course needs to be redesigned to allow more athletes without increasing back up times at obstacles: we are again looking at clover-leaf start of the course, increasing equipment so that we can start more kids in each wave. •The amount of staff/volunteers needed is a stress factor •As destination participation increases, communication, planning and equipment requirements need to evolve. •In order to attract National Sponsors we need to improve brand awareness and improved sponsorship fulfilment. •Making the awards ceremony more engaging and entertaining to keep more participants and families around. •If we continue to time the event, measures need to be put in place to assure fairness Town of Vail | CSE | 09/27/2019 Vail Brand Compatibility 14Town of Vail | CSE | 09/27/2019 Standard of excellence met by: •Uniqueness of this event aligns with Vail’s “Like Nothing On Earth” brand •Marquee summer event for active families living in and visiting Colorado •Epitomizes Vail’s focus on Health, Wellness and Family Activities •Contributes to Vail’s sense of community •Increasingly a destination event drawing out-of-town participation, overnight stays and ancillary spending The Premier International Mountain Resort Community Community Contribution 15 Describe how the event impacted Vail’s sense of community: •Over 350 citizens and alumni athletes volunteered and supported the event, over 5 days •The 12-14 year olds raced on the first day which allowed them to be involved and mentor on course at the race the next two days of the race, thus increasing their personal ownership in the event. •Increased local vendor support: in-kind as well as with cash •Expanded growth of the expo with more vendors •Local Sport Club and Revolution Yoga demonstrations at Mountain Plaza during the Awards party. Town of Vail | CSE | 09/27/2019 Topline Marketing Efforts 16Town of Vail | CSE | 09/27/2019 •Regional Print/Online Advertising •Macaroni Kids •Elevation Outdoors •The Vail Daily •Local Radio Advertising •KZYR •KSKE •Local Television •TV8 Vail •Email Blasts •Database = 5,000 qualified emails •Onsite Event Promotion •GoPro Mountain Games •4th July Activities •Press Releases & Public Relations Efforts •Social Networking Sites •Facebook •Twitter •Bloggers •Colorado Parent •Go Pro MTN Games Guide •Spectator Guide •YouTube •Instagram Potential for Growth & Sponsorships/Media Exposure 17 •L.L.Bean, B4 Adventuers, and Hydro Flask and other sponsors saw event first hand by participating in the Expo and Races; which should generate more sponsorship participation from them next year. •Industry word of mouth (L.L.Bean, and Hydro Flask ) reaching out to others in respect to validity of the event •As brand awareness increases similar minded organizations like the Outdoor Industry Association have found us. Which should increase our partnerships in the future. •We'll be interviewing different non profit partners for entries to the games for groups like SOS, the Boys and Girls Clubs, Snowflake Foundation and The Challenged Athletes Foundation -in line with our mission statement of inclusive participation. . Town of Vail | CSE | 09/27/2019 Sustainability Efforts 18 •Recycling at expo, race and after party •Participants refill reusable water bottles/containers •Race Director brings environmental message to the event by awarding the teams that took the time to respect the environment while they raced and collected the most trash along the race course •Spectator guide printed on recycled paper with soy ink •Leave no Trace discussion of our race venue and its value in pre race communications and race meetings •Zero Hero Program was adopted •Partnership with “Keep America Beautiful” 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. Town of Vail | CSE | 09/27/2019 Event Budget 19 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$152,500 CSE Funds:$40,000 Cash Sponsorship (not CSE):$10,500 In-kind Sponsorship:$5,000 Marketing Budget:$8,500 Profit & Loss:$0.00 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) $21,500 Operations $10,000 Expo $8,500 Marketing Appendix A: Budget Detail 20Town of Vail | CSE | 10/09/2019 2019 Vail Kids Adventure Games Budget Revenue TOV contribution $40,000 Sponsorship $8,500 In Kind $2,500 Entry Fees $101,000 Total Revenue $152,000 Expenses Advertising/Marketing $8,500 Race/Athlete Expenses $15,500 Volunteer Supplies $6,800 Course Supplies $7,500 Operating Expenses $9,500 Contract Labor $45,000 Expo expenses $14,500 Spectator Guide $6,500 Admin Expenses $7,350 Kids AG Event Fees $14,350 VRD Event Production Fees $16,500 Total Expenses $152,000 Total Income $ 0 Appendix B: ROI Detail 21 2019 Kids Adventure Games Race Only Number of Event Participants: 1500 Average Number of people in group: 3.9 Total number of event-specific attendees: 4,500 Incremental Room Nights: # of participants: 1080 Percentage of participants using paid lodging (49%) in Vail: 70% (=370) Average night stay in Vail: 3.9 Total Incremental Room Nights: 1443 Incremental Spending: Estimated total attendance 4,500 Average amount spent per person: $205 Number of days in Vail: 3 Total Estimated Incremental Spending of Race Attendees: $2,767,500 Town of Vail ROI (Adventure Games + Mud Run) Town of Vail CSE Investment: $40,000 Incremental Spending Generated: $2,767,500 TOV Sales Tax (4%): $110,700 TOV Lodging Tax (1.4%): $38,745 TOV Tax Income: $149,445 TOV Return on Investment: $69 *Information is based on 2019 post-event survey emailed to participants. Appendix C: 2019 Editorial Examples 22Town of Vail | CSE | 09/27/2019 Appendix D: 2019 Spectator Guide Example 23Town of Vail | CSE | 09/27/2019 24Town of Vail | CSE | 09/27/2019 Appendix E: RRC Survey Dashboard