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Home My WebLink AboutCRC 2020 Event Recap No Survey_SKI for MS Sept.Feel free to replace this photo with one of your event Event Recap: SKI for MS Vail 2020 Cultural, Recreational & Community Category September 2, 2020 SKI for MS: 2/22/20 Louise Duncan Phone: 402.578.9922 lduncan@cando-ms.org 2 Feel free to replace this photo with one of your event FEATURED HOST JONNY MOSELEY Overall Event Highlights & Successes 3 •$303,579.00 raised ($64,849.00 in Vail) •425 total participants (148 in Vail) •1,631 total donors •New campaign, SKI for MS Vertical Challenge was a huge success with 3 million vertical feet skied (734K skied in Vail) •303 new participants (46 in Vail) •13% increase in peer-to-peer fundraising Estimated Attendance Results 4 •Attendance: •148 attendees •46 new attendees •102 returning attendees •Number/percentage of people who came specifically for event: 148/100% •Number/percentage of people who attended the event last year: 102/69% Estimated Attendee Profile Results 5 •Attendees came from (local, regional, out of state, international): •Local: 52/35% •Colorado/Regional: 67/45% •Out of State: 29/20% •International: 0 Estimated Spending Results 6 •Estimated average spending per person: •Dining: $59.00 •Shopping: $11.00 •Lodging: $174.00 •Other Activities: N/A •Total average spending per person: $244.00 •Town of Vail spending the event/program generated: $36,112.00 Formula: # of attendees x total average spending = $ NPS (Net Promoter Score) 7 Attendee Response: How likely is it that you would recommend this event to a friend or colleague? 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. 2020 NPS: 9 Event Strengths & Weaknesses 8 •How did the event exceed expectations? The event exceeded expectations in the adaptive skiing program response, total dollars fundraised, execution of the new website and social media activity, and the response from Jonny Moseley and his brand partners. •What are areas for event improvement? Areas for improvement include: sponsorship visibility and participation, sustainability practices, and COVID-19 procedures and practices. •How did this year’s event compare to last year? The format was very similar, but with an increase in attendance and fundraising! The event is growing! Vail Brand Compatibility The Premier International Mountain Resort Community 9 •How did the event /program support the Vail Brand? The event supported the Vail Brand by celebrating the unparalleled skiing experience of Vail Mountain with Olympian Jonny Moseley. Vail is regarded as THE destination of all the national dates in the SKI for MS series. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 10 •How did the event impact Vail’s sense of community? The event furthered Vail’s sense of community by encouraging participants living with MS to enjoy the incredible experience of skiing Vail and staying in the Town of Vail. “Skiing with Can Do helped me focus not on what I've lost to MS, but how to maximize what I still have.I left with feelings of pride, elation and a confidence boost after seeing what I could accomplish.” -Dan Scher, Adaptive Participant -Dan Scher, Adaptive Participant Topline Marketing Efforts 11 •What are the top 3 successful marketing tactics, executions or results from your event/program? In 2020, we overhauled the SKI for MS website, utilized social media targeted ads, and utilized event athlete, Jonny Moseley. Highlights include: 4.2M SOCIAL IMPRESSIONS 100K EMAIL IMPRESSIONS 38K SOCIAL ENGAGEMENTS 54K WEBITE PAGEVIEWS 3K POSTERS DISTRIBUTED Potential for Growth & Sponsorships/Media Exposure 12 •How do you see the event evolving next year? In light of COVID-19, the event will evolve to ensure the health and safety of our participants. We are pivoting to content creation and improving incentive structure. •What sponsors do you plan to target next year? In talks with K2, Tipsy Elves, Dented Brick Distillery, Fjällräven, REVO, Peter Glenn, and Sendy Sauce. How will you leverage media exposure and extend the marketing reach next year? In talks with K2 to be the presenting sponsor of “K2 Vertical Challenge”. K2 social media channels, athletes, and website will assist in extending our marketing reach. Sustainability Efforts 13 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? We utilized all compostable, recyclable, or reusable materials onsite. All registration was managed online and via iPads to reduce one use plastics. Incentive and event schwag was purchased via sustainable brands like Miir. •What waste reduction methods were used during your event/program? We ordered less food than previous year (limiting waste) and implemented zero waste signage and practices. •How could you improve on sustainability efforts for next year’s event? We could improve on sustainability efforts by working exclusively with sustainable brands for incentive and event schwag and sharing our sustainable objectives with our participants. Event Budget 14 Item $ Total Event Budget:21,300 CSE Funds:3,920 Cash Sponsorship (not CSE):6,700 In-kind Sponsorship:18,200 Marketing Budget:8,900 Profit & Loss:$43,549 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing efforts Additional Information/Appendix 15 •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 •Video Event Recap: https://vimeo.com/398363405/1074189698