HomeMy WebLinkAbout02. VAC 2019 Event Recap No SurveyEvent Recap: Vail Automotive Classic
Cultural, Recreational & Community Category
6 December 2019
Vail Automotive Classic -6-8 September
Mark Bergman
518.232.6544
mark.Bergman@gmail.com
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Overall Event Highlights & Successes
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•120 Cars and Motorcycles Registered
•Estimated 240 Hotel Nights Booked
•Expanded event footprint to include Vail Resorts’ Mountain Plaza
•Spectator traffic notably increased over past events
•Video coverage by Motor Sports Media Group
Estimated Attendance Results
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•Estimated attendance: 120 Vehicles or 200 Active Attendees
•Unable to estimate the number of spectators
•Number/percentage of people who came specifically for event: 100
•Number/percentage of people who attended the event last year: 85
Estimated Attendee Profile Results
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•Attendees came from (local, regional, out of state, international):
•60% Local
•20% Regional In State
•20% Out of State: Utah, Ohio, Indiana, Wyoming, Montana
Estimated Spending Results
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•Estimated average spending per person:
•Dining: $400
•Shopping: $150
•Lodging: $410
•Other Activities: $185
•Total average spending per person: $1145
•Town of Vail spending the event/program generated:
Formula: # of attendees x total average spending = $137,400 ++
NPS (Net Promoter Score)
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Attendee Response: How likely is it that you would recommend this event to a
friend or colleague?
99%
Event Strengths & Weaknesses
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•How did the event exceed expectations?
•Increased out of state registration
•Saturday Cars & Coffee with 90 Cars in attendance
•What are areas for event improvement?
•Improve communications -New website just launched
•501(c)3 (Pending) will attract more sponsors
•How did this year’s event compare to last year?
•Greatly improved by focusing events in Vail; Air Show eliminated
Vail Brand Compatibility
The Premier International Mountain Resort Community
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•How did the event /program support the Vail Brand?
•Expansion to include the Mountain Plaza venue increased focus on Vail
Mountain
•All events moved to Vail increased the Vail focus
Brand Positioning:
•Town of Vail: The Premier International Mountain Resort Community
•Vail Mountain: Like nothing on earth
Community Contribution
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•How did the event impact Vail’s sense of community?
•Saturday Cars & Coffee was offered to the local community at no
charge to fully engage automobile enthusiasts who might not have
otherwise been engaged
Topline Marketing Efforts
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•What are the top 3 successful marketing tactics, executions or results from your
event/program?
•Changed the program to focus the entire event on Vail Village
•Engaged BMW Car Club of America to draw 25 new participants from
Denver
•Expanded to include Vail Resorts as a partner
•Please attach complete marketing plan to end of presentation.
Potential for Growth & Sponsorships/Media Exposure
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•How do you see the event evolving next year?
•Increased National car club participation will result in 20% in registrations
•New Website will more successfully recruit sponsors
•National image is growing within the automobile show market
•What sponsors do you plan to target next year?
•McClaren Auto Group, Porsche Club of America, Mazda Motorsport
•How will you leverage media exposure and extend the marketing reach next year?
•Increased outreach to Denver TV
Sustainability Efforts
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•What measures were taken at your event/program to support the
environmentally-friendly goals of the Town of Vail?
This event had minimal environmental impact: limited printed materials and
no hosted food and beverage impacts
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
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* Event producer to attach detailed budget for recap
Item $
Total Event Budget:44700
CSE Funds:5000
Cash Sponsorship (not CSE):26000
In-kind Sponsorship:2000
Marketing Budget:3000
Profit & Loss:9000
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
Staff