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Home My WebLink About04. CRC 2019 Event Recap - OUTLIEREvent Recap: Outlier Offroad Festival Cultural, Recreational & Community Category December 4, 2019 Outlier Offroad Festival: September 27-29, 2019 Michael McCormack 970-485-5847 mikemac@uncommoncommunications.net 2 Overall Event Highlights & Successes 3 •Focus on family-friendly ‘gravity-lite’ event again proved successful •Enduro participation remains consistent –field is full •Expo grew by nearly 20% •Demo attendance grew by nearly 50% over 2018! •Net promoter score grew by 11 points over 2018. •Tremendous activation from SRAM and POC •Event positioned well for 2020 gravel addition. Gravel component already attracting new exhibitors and partners (Groove Automotive) Estimated Attendance Results 4 •Estimated attendance: •3023 attendee days •Outlier is a ticketed event. We use ticket sales as the foundation of our estimate, then a standard multiplier to account for passive attendees/spectators. •Number/percentage of people who came specifically for event:72% •Number/percentage of people who attended the event last year: 67% new attendees! 5 Estimated Attendee Profile Results 6 •Attendees came from (local, regional, out of state, international): Estimated Spending Results 7 •Total average spending per person: $190/attendee day •Town of Vail spending the event/program generated: $574,370 8 NPS (Net Promoter Score) 9 Event Strengths & Weaknesses 10 •How did the event exceed expectations? •Outlier is exhibiting steady and predictable year-over-year growth •Exhibitors are making Outlier a staple on their demo calendars •Vail Resorts is amenable to venue expansion •What are areas for event improvement? •Local awareness can/should be improved •Addition of gravel component will significantly increase footprint, room nights, economic impact and revenue •How did this year’s event compare to last year? •2019 outpaced 2020 in every aspect; vendors, attendees, room nights 11 Vail Brand Compatibility The Premier International Mountain Resort Community 12 •How did the event /program support the Vail Brand? •Outlier is a vibrant and energetic event that caters to a young-ish affluent crowd. The event leveraged its good standing with Vail Resorts and the US Forest Service to offer compelling back and sidecountry offerings for competitive and non--competitive attendees. •Outlier showcases the beauty of the changing seasons, the spectacle and majesty of the mountain, and the inclusiveness of the surrounding community. •Like Vail,Outlier is unique and awesome.A blue chip,need- time signature event for one of the world’s best and most recognizable brands. Community Contribution 13 •How did the event impact Vail’s sense of community? •While an elite brand, Vail is incredibly welcoming. We work hard to make sure that the local cycling community is offered every opportunity to participate at deeply discounted or even free of charge. •We want Outlier to be an event in which the community takes pride; one that is well organized, reasonably delightful, uniquely audacious in its offerings, and above all respectful to and responsible towards the community and the backcountry in which it takes place. •It was fun. It exhibited a best in class stewardship ethic. It acknowledges the investment of the community and attempts to return that goodwill and graciousness by making participation as an attendee, volunteer or competitor easy and rewarding. 14 Topline Marketing Efforts 15 •What are the top 3 successful marketing tactics, executions or results from your event/program? 1.Email database outreach: Because we produce and promote several other high profile events including the Breck Epic and now 4 years of Outlier, our database is substantial –nearly 20,000 riders in Colorado alone. We published quarterly mass emails with event updates and news. 2.Endemic customers communication: We define this as the bike industry itself. Our outreach begins nearly 13 months in advance each year and capitalizes on an extensive industry database. We talk to the bike industry and bike media all year long. We’re ALWAYS touting Outlier! 3.Social media marketing: Targeted Facebook marketplace ads as well as sponsored tweets help us keep Outlier top of mind with our consumers and attendees. A thoughtful print campaign featuring stunning imagery and full-- -page ads augmented the plan. Potential for Growth & Sponsorships/Media Exposure 16 How do you see the event evolving or growing next year? We’ll expand to include gravel in 2020 which will attract a completely separate participation segment and will significantly grow our exhibitor base. What sponsors do you plan to target next year? Groove Automotive,Red Bull,SRAM, POC, local partners How will you leverage media exposure and extend the marketing reach next year? We’re committed to working with Vail’s marketing and PR teams to continue to position the event as one of their premier summer offerings. Vail’s marketing director participated in this year’s event and we hope to use his familiarity as springboard to further integrate with Vail’s marketing department. 17 Sustainability Efforts 18 •What measures were taken at your event/program to support the environmentally‐friendly goals of the Town of Vail? •Registration was 100% digital! For an almost entirely human-powered event that already produces minimal waste, we reduced our paper consumption by 95%! •What waste reduction methods were used during your event/program? •Paperless registration, high--efficiency generators, almost no fuel consumed (less than 4 gallons) •How could you improve on sustainability efforts for next year’s event? •Our footprint is already pretty small. We love typing that. Event Budget 19 Item $ Total Event Budget:72,850 CSE Funds:25,000 Cash Sponsorship (not CSE):4,500 In-kind Sponsorship:11,000 Marketing Budget:15,598 Profit & Loss:-2,295* How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Nearly 16K went to our marketing spend, while the remainder underwrote event infrastructure upgrades 20 Additional Information/Appendix 21 •Provide detailed budget in the Appendix •Attached •Provide final marketing plan in the Appendix •Attached •Provide any additional information or marketing materials you think the CSE would benefit from •The comments from attendees are an interesting and (mostly) validating read! People really like the event and are generous in their praise. 22 APPENDIX OUTLIER OFFROAD MARKETING PLAN Sep ‘18 Oct ‘18 Nov ‘18 Dec ‘18 Jan ‘19 Feb ‘19 Announce 2019 date to industry Confirm/re-sign 2018 partners CSE recap Email outreach – endemic and non- endemic brands Regenerate social identity assets Email –endemic and non-endemic brands Social media update Survey re- distribution New imagery for all social channels Sponsorship proposal creation Save the date email outreach Email thank-you Update website with 2019 dates Press release – date announcement Launch social advertising campaign –FB, Twitter Survey distribution Update social channels OUTLIER OFFROAD MARKETING PLAN Mar ‘19 Apr ‘19 May ‘19 June ‘19 Jul ‘19 Aug ‘19 Sep ‘19 Social media ads –Twitter, FB Social media ads –Twitter, FB Social media ads –Twitter, FB Social media ads –Twitter, FB Social media ads –Twitter, FB Social media ads –Twitter, FB Social media ads –Twitter, FB Social posts – Twitter, Instagram, FB Social posts – Twitter, Instagram, FB Social posts – Twitter, Instagram, FB Social posts – Twitter, Instagram, FB Social posts – Twitter, Instagram, FB Social posts – Twitter, Instagram, FB Social posts – Twitter, Instagram, FB Email blast – dates, brands, events Email – endemic and non-endemic brands Email blast – lodging, to-do Email – endemic and non-endemic brands Email blast – SAVE THE DATE Email – endemic and non-endemic brands –load-in and load-out info Email blast – last minute items Media outreach USAC email blast Media outreach USAC email blast Local/regional media outreach Local club blast Sea Otter brand outreach Poster distribution Volunteer blast Discount blast (ToV, Vail Resorts) 25 26