The URL can be used to link to this page

Home My WebLink About05. Starting Hearts 2019 TOV CSE Recap4 December 2019 Presentation to TOV Commission on Special Events Event/Program Recap: Heart + Sole Education & Enrichment Category Heart + Sole: Saturday, August 17th, 2019 Starting Hearts, a Colorado 501(c)(3) nonprofit Alan Himelfarb Phone: 970.763.5306 alan@startinghearts.org 2 Overall Event Successes 3 •More than doubled the attendance from 2018 •Conducted our first ever Spanish marketing in radio and print •The Great Town of Vail Defibrillator Scavenger Hunt was won by the Vail Mountain Hosts team who graciously donated their prize, a new defibrillator, back to Starting Hearts to place in a public location •Conducted free electrocardiograms (EKGs). We are indebted to Eagle County Paramedics as well as Vail Health for making available Dr. Nelson Prager to read the tests onsite. We were overwhelmed with participants and conducted a total of fifty-three EKGs for free, a value of over $10,000. •The Colorado chapter of the Boy Scouts of America, who were so impressed with the event, have entered discussions with us to create a training and merit badge based on our Call.Push.Shock. education Program Impact, Testimonials & Observations 4 •Josiah Middaugh and his family participated again this year and Josiah spoke to our audience of the impact Starting Hearts’ programs have on our community •Olympic Champion Dorothy Hamill attended in support of our programs and greeted participants •Winners of scavenger hunt, the Vail Mountain Hosts, donated a defibrillator to public access •A number of the 53 EKG recipients expressed their gratitude for free access to this expensive and often lifesaving test •Parents thanked us for the many enjoyable activities for their children •Colorado Boy Scouts leaders requested we co-sponsor this type of event in Boulder next year. Estimated Attendance Results and Attendee Profile 5 •Estimated attendance: 260 •Number/percentage of people who came specifically for event/program: 100% •Number/percentage of people who attended the event last year: 120 / 100% •Where did attendees come from? (local, regional, out of state, international): 95% local, 5% state •Attendee profile: Parents 25 –45, grandparents, and children, more than 90% of attendees were family units NPS (Net Promoter Score) 6 Attendee Response: How likely is it that you would recommend this event/program to a friend or colleague? 94% The NPS Calculation Calculate your NPS using the answer to a key question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague? Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. Event Strengths & Weaknesses 7 Exceeded expectations in these ways: •More than double the attendance of last year •150% demand over capacity for free EKG screenings •Increased participation from community leaders and citizens in contributions, volunteerism, and advocacy •Request to conduct a duplicate of this event in Boulder in 2020 •Potential for a branded program of education for the Boy Scouts nationally. Measures that could be taken for event improvement: •A broader marketing effort to attract an increased regional participation. Comparison to past years: •Heart + Sole continues to expand in participants, sponsors, vendors, and nonprofits each year and we anticipate continued growth in the coming years. Vail Brand Compatibility The Premier International Mountain Resort Community 8 The event met the standard of excellence by: •Demonstrating Vail as a Model Community for increasing positive outcomes in sudden cardiac arrest events for citizens and visitors alike. •Endorsement and sponsorship by national sports figures and national brands •Participation by leaders in our emergency medical services, including Vail Health, Eagle County Paramedics, and Town of Vail Police •Education and Enrichment to our attendees with free training classes •Contribution of important medical screenings free of charge •Participation by our wonderful nonprofit community, including Small Champions, Future Buddy Mentors, EC Crime Stoppers, Boy Scouts, 4 Eagle Senior Care, American Red Cross, Fight Like a Girl, Vail Valley Soccer Club, United Way, and more Community Contribution 9 Describe how the event impacted Vail’s sense of community: •Heart + Sole brings our communities families together in a celebration of life on the last weekend before school starts •Free screenings provide an invaluable service to many of our citizens who could not otherwise afford expensive medical testing •Participation by so many community stakeholders, including Town of Vail, TOV Police, health and wellness vendors, and nonprofits shows how committed we are to creating a superb quality of life for our citizens and visitors •Inclusion of national organizations such as Red Cross, United Way, and Boy Scouts shows others how our committed our community is, indicative of the Vail Brand exemplaries. Topline Marketing Efforts 10 •Event Sponsors: Town of Vail CSE, Vail Recreation District, Vail Daily, Philips Healthcare, and Alpine Bank •Vail Daily, Everything Vail Valley, and Vail Daily digital: $20,000 in total exposure •KYZR and The Mile: The Last DJ Interview and rebroadcasts, fifty 60 second paid spots •KQSE La Neuva Mix: Interview and forty radio spots in Spanish •TV8: Interview and rebroadcasts •Posters throughout Eagle County •Social media campaign on Facebook, Twitter, Instagram, and Linkedin Potential for Growth & Sponsorships/Media Exposure 11 •How do you see the event/program evolving next year?We anticipate expansion of the event to include all current and additional new sponsors,an increasing number of nonprofits and health and wellness vendors,and greater participation with a broader regional reach •What sponsors do you plan to target next year?(Including existing and potential sponsors)We expect the return of all five major sponsors from the last two years,plus we will campaign for more local,regional,and national participants.We are expanding our industry strategic partnerships and will look to add several national brand sponsors in 2020. •How will you leverage media exposure and extend the marketing reach next year?Starting Hearts is now active in eight counties in Colorado and has funding for a statewide initiative on cardiac arrest reporting.With activities planned in every county in the state in the next two years,we will substantially extend our media reach for Heart +Sole in 2020 and 2021. Sustainability Efforts 12 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? Our event has very low environmental impact related only to limited snacks and beverages •What waste reduction methods were used during your event/program? A number of recycle bins were placed by Vail Rec throughout the venue •How could you improve on sustainability efforts for next year’s event? We plan to eliminate single serve beverages and utilize recyclable plates and utensils as needed 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 13 *Event producer to attach detailed budget for recap Item $ Total Event/Program Budget:19,750 CSE Funds:7,000 Cash Sponsorship (not CSE):5,450 In-kind Sponsorship:7,300 Marketing Budget:10,723 Profit & Loss:9,027 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing 4 December 2019 Presentation to TOV Commission on Special Events THANK YOU FOR YOUR CONTINUED SUPPORT! Additional Information/Appendix 15 2nd Annual Heart + Sole Marketing Plan Phase Pre-Event Event Day Post-Event Weeks -6 -5 -4 -3 -2 -1 0 +1 Dates Jul 6-12 Jul 13-19 Jul 20-26 Jul 27-Aug 2 Aug 3-9 Aug 10-16 17-Aug August 18+ Vendors, Sponsors, Teams Prepare Offerings X Phone Campaign M-F 5X 5X 5X 5X 5X Email Campaign M-F 5X 5X 5X 5X 5X Face-to-face meetings X X X X X Public Campaign Prepare Marketing Materials, Signage X X Promotional Materials X X Club, spa, rec newsletters X X X Calendars: ERYC, VVP, VD X X X X X Movie Slide X X X X X Public Relations Press release Print Vail Daily 3X 3X 3X 3X 5X Digital Facebook 3X 5X 7X 14X 14X Live X Website Popup 7X 7X 7X 7X 7X X Instagram 7X 7X 7X 7X Live X Email blasts X X X 2X X Twitter X X 3X 3X Live X Radio KZYR/Mile Paid 20X 20X 20X Radio PSA Interview Live KQSE Paid 22X 20X Radio PSA Interview Television TV8 Paid, PSA Interview Print/Digital Tricia VD Interview 2019 Heart + Sole Budget Quantity Cost Budget Total Actual Total Change +/- Revenue RentalTeams 10 100 1,000 200 (800) Alpine Bank 2,500 2,500 - Town of Vail 7,000 7,000 - Philips Prorata 1,750 1,750 - Donations 1,000 1,000 - Total cash income 13,250 12,450 (800) - Vail Daily in-kind 5,000 5,000 - Beverage in-kind 1,000 300 (700) VRD Facility in-kind 2,000 2,000 - Total in-kind income 8,000 7,300 (700) Total 21,250 19,750 (1,500) Expenses Venue Fees Business CenterFood & Drink - 248 248 Rentals 2,000 616 (1,384) Advertising/Creative - Print 5,000 5,000 - Radio - KZYR 200 500 300 Radio - KQSE 300 300 - TV 100 100 - Social media 400 100 (300) Website 200 100 (100) Promotional - Postcards/posters 100 100 - Signage 200 600 400 SignageProgram 800 - (800) Program - DomesticPromotional - bags 500 - (500) Postage 1,000 - (1,000) Wristbands 400 - (400) Shirts 500 1,337 837 Entertainment - Talent 400 400 - Emcee - - - Other Expenses - Event Coordinator - - - Graphic design 1,172 1,172 Insurance rider 150 150 - Eventbrite fees 25 - (25) Reserve 1,000 - (1,000) Total Expenses 13,275 10,723 (2,552) Net Revenue 7,975 9,027 1,052 Net Cash Revenue (less in-kind)(25) 1,727 1,752