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HomeMy WebLinkAbout7. Jonny Moseley_s SKI for MS_ Vertical Challenge_10-01-2020Events RFP 18/19/20/21: Jonny Moseley's SKI for MS: Vertical Challenge EVENT & APPLICANT OVERVIEW 0. Email contact lduncan@cando-ms.org 1. What is the name of your event/program? Jonny Moseley's SKI for MS: Vertical Challenge 2. Please select the event category for your RFP. Education & Enrichment (EE) 3. Is this a new event or program? No 3a. How much was your event or program funded in 2020? $4,000 4. Are you a first time submitter for the Town of Vail Commission on Special Events funding program? No 5. Amount of 2021 funding requested $12,000 5.a. Have you applied for Vail Town Council Funding or In-Kind support for 2021? No 6. Proposed Event/Program Start Date 11/01/2020 7. Proposed Event/Program End Date 03/31/2021 7.a. If you have more than a single date range, please list all your event/program dates here in this format MM/DD: In 2021 the national SKI for MS event series will be a comprehensive virtual with an exception of a tentative in person event held in Vail slated for 2/27/20. 8. Are your event/program dates set or could they changed? Event dates are flexible and can be changed 9. Name of person completing the application Louise 9a. Title of person completing the application Events Manager 10. Provide name of person or entity to whom the funding check will be cut. Can Do Multiple Sclerosis 11. Mailing Address Street PO BOX 5860 12. City Avon 13. State Colorado 14. Zip Code 81620 15. Telephone number 4025789922 16. Email address lduncan@cando-ms.org 17. Event/program and/or organization website http://support.cando-ms.org/site/TR?pg=entry&fr_id=1130 18. Number of years organization has been in business 37 19. Organization's Mission Statement Can Do MS delivers health and wellness education programs to help families living with MS thrive. 20. Organization's Tax Status Non-Profit (501C-3) 21. If applicable, please attach current State Department of Revenue Certificate with this application. Form-W-9 Can Do Multiple Sclerosis 2020.pdf 22. Does the event or program benefit a charity or organization? Yes 22a. Please name and describe the beneficiary Can Do MS, a Vail Valley non-profit serving families living with MS. An overview of Can Do MS's services and emphasis is included below: A Unique Multi-Dimensional Approach Our whole person, whole health and whole community approach to MS provides people and their support partners with a comprehensive, multi-dimensional view of MS that addresses the physical, interpersonal, emotional, intellectual and spiritual aspects that are unique to them. Whole Person No two people are alike and no two people with MS have the same symptoms. We start where you are, equipping you with the personalized knowledge, tools and understandings to manage your unique condition and to set realistic, personalized goals that address your unique health and life needs right now. Whole Health We’ll expand and integrate your knowledge of the physical, emotional, intellectual, interpersonal and social aspects of living with MS and help you address the aspects that are unique to you. Whole Community MS is a family disease and it takes a village to live your best life with MS. We offer the industry’s most comprehensive program for support partners and loved ones, enhancing overall health and well-being by addressing challenges that are unique to families living with MS. EVENT DESCRIPTION 1. Is this a new or existing event/program in Vail? Existing 1a. How many years has the event or program been produced in Vail? 5 1b. Please describe the location(s) of the event or program in previous years. Gondola One (event registration, athlete meet and greet, breakfast), Vail Mountain (skiing and adaptive skiing), and Express Lift (apres celebration). 2. Please provide a detailed description of the event/program and its activities. VIRTUAL EVENT OVERVIEW: 1 MILLION VERTICAL FEET. ARE YOU IN? This year, SKI for MS is going virtual! Everyone, no matter where you are, can take part in the 2021 Vertical Challenge! Register today at no cost and help us carve out 1 million vertical feet for the nearly 1 million people living with MS in the country. Every vertical foot and every fundraising dollar helps shred MS! THIS YEAR, SKI FOR MS IS EVERYWHERE! This year, SKI for MS is everywhere! Join the squad today and help us carve out 1 million vertical feet for the nearly 1 million people living with MS in the country. Although we can’t get together in-person this year, it doesn’t change what unites us: helping families living with MS thrive. It’s easy to get started! Register to join the Vertical Challenge, which begins Nov. 1, 2020 and ends Mar. 31, 2021. Start fundraising! 100% of proceeds directly benefit families living with MS. Hit up your favorite mountain on your own time (and as many times as you want!) and track your vertical feet using an app of your choice. RAISE FUNDS. EARN PRIZES! Every dollar you fundraise makes an impact AND gets you that much closer to these awesome prizes (provided by our generous sponsors)! Raise $25 - SKI for MS BUFF Raise $250 - Fjallraven Vardag backpack Raise $500 - $50 gift card to TBA Raise $1,000 - $100 gift card to TBA Raise $2,500 - $250 gift card to TBA Raise $5,000 - $500 Marriott BONVoy Hotels gift card Raise $10,000 - $1,000 Southwest Airlines gift card VAIL IN-PERSON EVENT OVERVIEW: Celebrate and sponsor adaptive skiing for families living with MS with Olympian Jonny Moseley. 3. Please list the specific venues that you plan to utilize, including dates and times, and whether or not you have contacted them to confirm availability. The Event Producer is responsible for booking and securing any necessary venues. VAIL IN-PERSON EVENT: Gondola One Express Lift 4. Do you plan to use Vail Recreation District Facilities? No 5. If any of the event/program takes place outside of the Town of Vail, please explain where the event will take place and why. The Virtual Event does take place outside of Vail; however, the event website includes extensive footage from the 2020 SKI for MS Vail Event, Vail logo, specific thanks to the Town of Vail. In the SKI for MS national series, Vail is always regarded as THE premier event. Donors travel from all around the U.S. to attend Vail annually. Vail will remain the cornerstone to the event series success. ENVIRONMENTAL PRACTICES 1. Which of these environmental practices will you commit to executing at your event/program? Use of Zero Hero Tents & staffing, Purchase carbon credits or offsets, Use of recyclable materials - banners, paper, etc., Ban use of plastic bags, Remind guests to bring re-usable bags and water bottles, Encourage use of bicycles, buses, shuttles, carpools, walking or public transit to event, Enforce no idling policy for staff and guests, Recycling required in all areas of event, Wastewater will be properly disposed of, Use eco-friendly serving utensils (compostable or recyclable), Ban styrofoam, not allowed within town limits, Compost food waste, Provide water bottle filling stations, Provide secure bike parking area, Partner with a upcycler or hard to recycle vendor for re-use of event materials (Terra-Cycle, Green Guru, Gillibags, etc) 2. Please describe your commitment to environmental sustainability and detail measures that will be taken during your event to ensure minimal environmental impact and sustainable best practices. Can Do MS is deeply committed to environmentally sustainability in all aspects of the SKI for MS event series. In 2020, all sustainability objectives were met. In 2021, SKI for MS is committed to working with incentive and prize sponsors who are also sustainability minded to ensure there is limited event waste. EVENT/PROGRAM PARTICIPANTS 1. Number of participants (athletes, artists, exhibitors, etc.) anticipated 5,000 2. Number of volunteers needed 30 3. Number of event/program staff 18 4. Estimate of total number of spectators/attendees anticipated 5,000 SCORECARD CRITERIA QUESTIONS 1. EE - Brand Fit: How will your event support the mission and vision of the Vail Town Council? SKI for MS supports the mission and vision of the Vail Town Council by fostering community and emphasizing integration. In 2021, all CSE funding will be used to sponsor adaptive skiing for families living with MS. In doing so, inclusiveness is fostered and the community strengthens. 2. EE - Brand Fit: How will your event or program support Vail brand identity? SKI for MS supports Vail's brand by recognizing and celebrating there is nothing on earth like Vail. Out of the entire national series, Vail is THE destination for the best and most exciting skiing. Staff and marketing efforts encourage donors to come from all over the U.S. to participate which has resulted in growing the event over 25% every year for the last three years. 3. EE - Potential: How will the event or program enhance Leadership Skills: locally, nationally and internationally? The event enhances leadership skills by fostering a "can do" attitude. Families living with MS are challenged daily; however, they can enjoy and live life to the fullest. SKI for MS fosters and encourages those living with MS to "send it" and those in the community to be better allies to those living with a MS diagnosis. 4. EE - Potential: What opportunities does the event or program have to foster a health and wellness reputation for Vail? The opportunities the series has to foster a health and wellness reputation for Vail are great, it is the cornerstone of the event. All funds contributed by CSE will go directly into supporting the 2021 adaptive scholarships at Vail. All adaptive skiing will be documented in a video series to celebrate and educate. 5. EE - Potential: How will the event or program provide opportunities for intellectual dialogues and problem solving The event will provide opportunities for intellectual dialogues about the daily problem solving families living with MS do. It will also celebrate "can do" attitudes and document via video series to further educate others. 4. EE - Potential: How will the event or program deliver an educational component? The event will deliver an educational component via the video series celebrating adaptive skiing. 5. EE - Event Timing: How is it the right event or program at the right time? SKI for MS is the right event at the right time, because forward motion and celebration are critical in the midst of the uncertainty of the world. There is no better place to celebrate and educate than Vail. 6. EE - Demographic Fit: How will your event/program attract target markets of both visitors and community members? Can Do MS has been a Vail Valley non-profit for decades. Our continued commitment to the Vail Valley community attracts community members. Additionally, Can Do MS works nationally, making the development team a powerhouse 7. EE - Community Enrichment: What is the lasting community involvement opportunity and/or lasting community benefit of the event or program? Can Do MS has been a Vail Valley non-profit for decades. We help build the local community while bringing national interaction with the local community. Education is the lasting community benefit of the event program. 8. EE - Growth Potential: How will the event or program deliver fresh content and enhanced experiences? SKI for MS delivers new and unique experiences to donors and families living with MS by providing great incentive prizes, interactive programming like skiing with Olympians, and education opportunities. 9. EE - Growth Potential: How will the event or program achieve recognition and drive participation? SKI for MS will achieve recognition and drive participation via national and local sponsorship. 10. EE - Marketing Strength: What is the marketing reach for the event or program? (Reach refers to the total number of different people or households exposed, at least once, to a medium during a given period.) The marketing reach in 2021 for SKI for MS is estimated to be over 2,000,000. 11. EE - Marketing Strength: How will the event or program leverage media and attract donor and sponsorship support? SKI for MS leverages media via our established relationships with athletes and top-tier national sponsors like K2. Due to the history of the event, impact of adaptive skiing and fundraising, and our committed development staff sponsorship continues to expand annually. 12. EE - Producer Qualifications: Explain the event or program producer’s quality, knowledge and resources to sustain and grow the event. The SKI for MS team is made up of a board of directors, contracted industry leaders, and local staff. In total, over forty-five people work on the project annually. Due to the committed and experienced team, the event continues to grow annually. EVENT ECONOMIC IMPACT 1. Potential benefits to the Town of Vail - Estimate number of room nights for your event or program. 27 2. Potential benefits to the Town of Vail - Potential benefits to the Town of Vail - Estimate increased spending generated by your event or program. $48,000 Example: Increased spend by attendees in restaurants, shops, lodging or activities. 3. Potential benefits to the Town of Vail - What estimated return on investment (ROI) in dollars should the Town of Vail expect? $73,000 ROI in this case refers to for each dollar the event/program is funded, how many dollars will be received by the Town of Vail from event impact.) Example: Estimated ROI - Formula: # of attendees x total average spending = $ (2000 attendees) x ($240 daily spend ) = $480,000 4. Explanation of how you will direct prospective attendees to book lodging within the Town of Vail and a description of how you will track the number of lodging nights generated. REMINDER: Per the CSE funding agreement, the event producer is REQUIRED to direct attendees to book in Town of Vail hotels and lodges. Links on website will direct to hotel bookings and Can Do MS donor relations actively call donors and encourage booking hotel stays in the Town of Vail. BUDGET Using the provided budget template, provide a detailed estimated event/program budget, including anticipated revenues and expenses. 1. Describe how you will use the funds requested from the CSE. Funds from the CSE will go directly to adaptive skiing for families living with MS and a film crew to document and market the experience. 2. Please upload the provided complete event/program budget template here. 2021 Event Budget Template FINAL_SKI FOR MS 9.28.xlsx 3. What percentage % of the total event/program budget is the CSE being asked to fund? 12 4. If the event/program is not funded at full request, how will the event change with a lower funding allocation? Adaptive skiing will be limited or cut from 2021. 5. Should the CSE decide not to support this event/program at all, will it still occur? Yes 6.What dollar amount of the total event/program revenue do you expect the event itself to generate? (ticket sales, merchandise, food and alcohol sales, etc.) 72,000 7. Do you intend to host the event or program in Vail beyond 2021? Yes 7a. How many years beyond 2021? 4+ 7b. Do you anticipate requesting funding from the CSE for 2022? Yes MARKETING Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and execution dates. CSE_SKI for MS Marketing Media Plan_9.28.pdf 1. Objectives: What are you trying to accomplish through your marketing efforts? Via the SKI for MS marketing efforts we will increase donations, educate, and inspire others. 2. Strategy: How will you meet your objectives? Via a comprehensive marketing plan and our development team who interact personally with donors and potential donors. 3. Audience: Who is your audience? (You may choose more than one.) First time visitors, Returning guests, Primary and Second Homeowners, Local residents 4. Activation: Detail in town/in village activation opportunities to promote your event or program. (Definition of Activation: Create an expanded presence throughout the community and stimulate the participation of the merchants, restaurants, bars and lodges.) Concierge visits with posters and cards, posters, banners, Vail Daily ads, and radio ads. Additionally, we will encourage local businesses to participate in the Vertical Challenge and award a local business that has skiied the most vertical feet. 5. Channels: Which of these channels will you utilize to promote your event or program? (You may select more than one.) Print - Local, Online Event Listings, E-newsletters, Web, Media Plan/Public Relations, Grassroots, Facebook, Instagram, Twitter, Posters, Flyers, Signage – Banners, etc, Co-promotions, Partnerships, Local Vail Businesses, Concierge Visits 6. Please list contact information for your Media Relations or Public Relations staff or firm. 6a. Name Alisa Santiesteban 6b. Telephone Number 970-926-1277 6c. Email Address asantiesteban@cando-ms.org SPONSORSHIPS & PARTNERSHIPS 1. What is the dollar $ amount of sponsorships and/or partnerships from other sources reflected in the event/program budget? $10,000 1a. What is the dollar $ amount of in-kind services or items provided from sponsors or partners? $40,000 2. Please list your confirmed sponsors or partners. K2 Fjallraven Sendy Sauce Burgeon Outdoors Dented Brick Distillery 3. Please explain the potential for additional sponsorships or partners. National sponsors have been secured and recruitment for local sponsorship and partners will begin October 1st. 4. Please upload your sponsorships/partnerships presentation, pitch deck or letter. (Document sent to prospective partners or sponsors which provides benefits for participating in your event/program.) K2 VErtical Challenge Final (1).pptx REQUEST FOR FACILITY RENTAL FEE RELIEF FROM THE TOWN OF VAIL This form does not guarantee approval of requested listed facilities. This is your ONLY opportunity to apply for 2018 rental relief for facilities, no other requests will be accepted. Please note that certain town services are not available as in-kind, such as permit fees, barricade rental, banner fees, extra duty police officers, Zero Hero,etc. 1. Do you need facility rental relief? No ADDITIONAL INFORMATION Are there any questions you have for the CSE or other things you'd like to share with the board that are not included in the application? REQUIRED ATTACHMENTS 2020 Event Recap CRC 2020 Event Recap No Survey_SKI for MS Sept..pdf Organization rosters naming all officers, board of directors and respective positions as relevant CDMS_Board of Directors.pdf OPTIONAL ATTACHMENTS List any URLs where additional information can be found, including photos, videos or other content relevant to your application. https://vimeo.com/398363405/1074189698 Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding Upload any other relevant materials such as: event photos, videos, PR coverage, articles, sample event branding RFP QUESTIONS AND KEY MEETING DATES We encourage questions about the RFP to be sent via email to Jeremy Gross - jgross@vailgov.com. Phone calls for further discussion can be scheduled over email as well. Monday, August 26: Questions about the RFP are due via email to jgross@vailgov.com Friday, August 30: Submitted questions and answers will be emailed to applicants. Wednesday, October 2: Regular CSE Meeting, Recaps will be presented Thursday, October 10: Qualifying applications will be reviewed and producers interviewed by the CSE at a special meeting. Wednesday, October 16: Final funding allocations will be determined by the CSE at a special meeting. Tuesday, November 5: The Town Council will review the CSE funding allocations. Wednesday, November 6: Regular CSE Meeting Thursday, November 7: Applicants will be notified of their preliminary funding allocations. Monday, December 16: Applicants will be notified of their final funding status after the last date for the Vail Town Council to call up any funding decisions. --->The "Save Draft" button below allows you to save your application and come back to work on it again. --->The "Save" button is for when your application is complete and ready to submit. ---> Your application has not been formally submitted until you navigate to the Menu page and click "Submit Request". You will receive a confirmation email once your application has been submitted.<--- Linked Contact Louise Duncan Number Events RFP 18/19/20/21: File Attachments 21. If applicable, please attach current State Department of Revenue Certificate with this application. Form-W-9 Can Do Multiple Sclerosis 2020.pdf 2. Please upload the provided complete event/program budget template here. 2021 Event Budget Template FINAL_SKI FOR MS 9.28.xlsx Please upload your event/program marketing plan and budget, include strategy, channel, method, budget and execution dates. CSE_SKI for MS Marketing Media Plan_9.28.pdf 4. Please upload your sponsorships/partnerships presentation, pitch deck or letter. (Document sent to prospective partners or sponsors which provides benefits for participating in your event/program.) K2 VErtical Challenge Final (1).pptx 2020 Event Recap CRC 2020 Event Recap No Survey_SKI for MS Sept..pdf Organization rosters naming all officers, board of directors and respective positions as relevant CDMS_Board of Directors.pdf Expenses Event/Program Budget for SKI for MS > Expenses Estimated Actual Total Expenses $52,320.00 $0.00 Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual Rental fees $12,000.00 Social food + Beverage $6,500.00 Insurance $2,200.00 Non-social food + Beverage $300.00 Sound/AV $400.00 <insert Other>$0.00 Construction or Equipment $0.00 <insert Other>$0.00 Trash/Composting $1,900.00 Total $6,800.00 $0.00 Utilities $0.00 Labor $0.00 Program/Lodging Estimated Actual Traffic Control $0.00 Entertainment $1,200.00 Banners - Printing & $700.00 Speakers $0.00 Signage $320.00 Travel $2,000.00 Adaptive Skiing $12,000.00 Hotel $1,700.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $29,520.00 $0.00 Total $4,900.00 $0.00 Marketing Estimated Actual Prizes Estimated Actual Advertising - Radio $0.00 IN KIND Prizes $0.00 IN KIND Advertising - Print $0.00 IN KIND Cash Purse $0.00 Advertising - Social Media $7,000.00 Total $0.00 $0.00 Public Relations $3,400.00 Sales Team Expenses $0.00 Media TV, Production & Distribution $700.00 Graphic Design $0.00 SEP. BUD. Website $0.00 SEP. BUD. Expenses Collateral Materials $0.00 Printing $0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $11,100.00 $0.00 Marketing Estimated Actual Telephone/Internet $0.00 Photography $0.00 Transportation $0.00 Permit Fees $0.00 Postage/Shipping $0.00 In Kind Trades $0.00 Supplies-Office or Other $0.00 Demographic Survey $0.00 Sales Tax $0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $0.00 $0.00 Income Event/Program Budget for SKI for MS > Income Estimated Actual Total Income $277,000.00 $0.00 Tickets/Admissions Estimated Actual Estimated Actual 0 Adults @ $25.00 $15,000.00 0 Children @ $2.00 $0.00 0 Other @ $1.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $15,000.00 $0.00 Programs/Advertising Estimated Actual Estimated Actual 0 Covers @ $0.00 $0.00 0 Half-pages @ $0.00 $0.00 0 Quarter-pages @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $0.00 $0.00 Exhibitors/vendors Estimated Actual Estimated Actual 0 Large booths @ $0.00 $0.00 0 Med. booths @ $0.00 $0.00 Small booths @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $0.00 $0.00 Income Revenue from other items Estimated Actual Estimated Actual 5 Cash Sponsorships @ $2,000.00 $10,000.00 4 In Kind Sponsorships @ $10,000.00 $40,000.00 1 Donations @ $200,000.00 $200,000.00 1 CSE Funding @ $0.00 $12,000.00 0 Grants @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $262,000.00 $0.00 Summary Event/Program Budget for SKI for MS > Profit - Loss Summary Estimated Actual Total income $277,000.00 $0.00 Total expenses $52,320.00 $0.00 Total profit (or loss)$224,680.00 $0.00 Estimated Actual $0.00 $50,000.00 $100,000.00 $150,000.00 $200,000.00 $250,000.00 $300,000.00 Total income Total expenses SKI FOR MS VAIL MARKETING PLAN LIVE INTERVIEWS – VAIL  TV8 Good Morning Vail Interviews (3)  KKVM The Mile (1) February ONLINE PR Submissions will take place February  Submit calendar postings in the Denver metro area and the surrounding mountain towns that highlight the main aspects of the SKI for MS Vail event and include links to register for the event on Can Do MS’s website. These also include: o Vail Valley Partnership – send press release and post event o Vail Daily – community calendar and Town Talk o Vail Event Calendar  Submit press release to Vail Daily, Summit Daily, Post Independent, and Denver News Channels  Post press release on www.mscando.org WEB (October 1, 2020)  Can Do MS web banner and highlighted event on homepage www.cando-ms.org  SKI for MS homepage www.cando-ms.org/SKIforMS  Get Involved homepage https://www.cando-ms.org/get-involved/multiple-sclerosis-events  SKI for MS Vail registration page www.cando-ms.org/Vail EMAIL COMMUNICATION (October 1, 2020)  7 SKI for MS email communications (all emails include Colorado, National, Ski Club target markets), plus personal peer-to-peer communication PRINT ADVERTISING Print Newspaper/Digital  Vail Daily Advertising: February 2 quarter-page ads, 4 one-sixth page ads, 3 full-page weekly ads,  Digital: 3 days of webskins Posters  Distribute 700 posters through Front Range, Eagle and Summit counties (January/February) Banners  Banners in Vail roundabout prior to event  Banner on Bridge Street prior to event  Promote the event with a large banner on the day of event (x 2)  Free-standing signage from VTC to Gondola One (down bridge street) SOCIAL MEDIA Utilize appropriate hashtags and tag relevant handles to extend reach: #ski #SKIforMS #Vail @vailmtn #MS Facebook (6300+ reach) Facebook event page  1 post per week promoting the SKI for MS Vail event. Facebook posts (January-February)  1 post per week promoting the SKI for MS Vail event.  Paid promotions Twitter (5800+ reach)  Two tweets per week promoting the SKI for MS Vail event. Instagram (10,000+ reach)  1 post per week promoting the SKI for MS Vail event. GRASS ROOT EFFORTS  Recruit corporate ambassadors for Front Range/local ski teams.  Target community influencers to spread the word about SKI for MS. SKI FOR MS VAIL BUDGET: Item $ Total Event Budget: $21,300 CSE Funds: $3,920 Apres (venue, food, drink, entertainment): $14,000 Athlete: $5,100 Incentives/Prizes: $3,900 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 efforts (marketing, operations, staff, venue, etc.) K2 + JONNY MOSELEY + SKI for MS Bring together an amazing community of people at seven mountains nationwide through a Vertical Challenge and the can do spirit of Jimmie Heuga. 1964 Olympic medalist and ski champion Jimmie Heuga had it all. Three years later, he was diagnosed with MS. Disrupting doctors' orders to avoid physical activity, Jimmie pioneered a new philosophy of symptom management through exercise, nutrition, motivation,and a can do attitude. 1985 Jimmie held the first SKI for MS fundraising event in 1985, using the proceeds to launch Can Do MS –a nonprofit dedicated to transforming and strengthening the lives of families with MS. PRESENT Thanks to 35 years worth of passion, generosity, and spirit, SKI for MS participants have raised millions of dollars to help families living with MS thrive. FIRST TRACKS THE NEXT GEN Jonny Moseley, with the same can do spirit as Jimmie Heuga, joins forces with SKI for MS in 2019 to create a platform for the next generation. In his third year with SKI for MS, Jonny Moseley relaunches the Vertical Challenge at seven mountains across the U.S. Jonny’s grand personality, snow authenticity, social media expertise, and content capabilities are part of the magic of SKI for MS and the Vertical Challenge. JULY -OCT Create Vertical Challenge energy FEB -MAR Celebrate the events and participants NOV -JAN Drive registrations and fundraising APRIL THE K2 VERTICAL CHALLENGE Recognize Vertical Challenge victories As the title sponsor, K2 will leverage a multi -season promotion, built by authentic lifestyle experiences, and proven event success. Engage current and new participants to create a multi -season Vertical Challenge. DRIVE SOCIAL ACTIVATION Purposeful curated content driven by our email and social constituents. —SKI for MS staff and fundraisers: 15-20 personal challenges —K2 athletes and staff: 6-10 challenges —K2 Women’s Alliance: personal challenges —Jonny Moseley: personal challenges AUTHENTIC CONTENT K2 BELIEVES IN YOU! K2 VERTICAL CHALLENGE CREATE ENERGY & EXCITEMENT Campaign posts will recognize K2 as the proud partner of our multi -season Vertical Challenge. July 2020 –October 2020 K2 VERTICAL CHALLENGE SIGN UP PROMOTION SKI for MS will deliver engaging content on new and creative ways to fundraise and create teams DRIVE EARLY REGISTRATION AND FUNDRAISING PROMOTE ENERGY AROUND PARTICIPATION AND REACHING COMMUNITY GOALS NOVEMBER 2020 –JANUARY 2021 Jonny Moseley will post his season-long, snow-based vertical challenges SKI for MS will communicate our individual mountain challenges SKI for MS will promote previous Vertical Challenge leaders and teams K2 gear will be featured through prizes and promotions for people who sign up early K2 VERTICAL CHALLENGE LIVE ON THE MOUNTAIN FEBRUARY 2021 –MARCH 2021 —Social content will focus on the unique stories of participants on and off the mountain —Live posts with Jonny during the event —K2 plays a key role during check -in, on- mountain, and at the apres party —SKI for MS social content features people wearing and winning K2 gear —The K2 Corporate Challenge at Crystal Mountain —The K2 Vertical Challenge Championship Weekend COMMUNITY + MOUNTAIN FUN K2 VERTICAL CHALLENGE RECOGNIZING VICTORIES APRIL 2021 —Create a thank you video at the K2 headquarters with Jonny and K2 staff —Relive the fun, community, and accomplishments of the event season —Recognize the fundraising individuals and teams —Recognize Vertical Challenge achievements big and small —Get people fired up for next year! SOCIAL-DRIVEN THANK YOUS Big Sky, Montana Saturday, March 27 1.1 M Vertical Feet Crystal Mountain, Washington Saturday, March 20 550K Vertical Feet Squaw Valley, California Saturday, March 13 600K Vertical Feet Vail Mountain, Colorado Saturday, February 20 1.4 M Vertical Feet Stratton Mountain, VT Saturday, February 6 500K Vertical Feet Boyne Mountain, Michigan Saturday, February 27 350K Vertical Feet Loon Mountain, NH Saturday, January 30 500K Vertical Feet K2 VERTICAL CHALLENGE 2021 5 MILLION VERTICAL FEET Recap —Timeline takes advantage of our committed community and potential K2 consumers with a thoughtful, full- service campaign. —Incorporates K2, Jonny Moseley,SKI for MS, and most importantly, people. —Allows SKI for MS and Jonny Moseley to showcase K2 brand and product. —The K2 Vertical Challenge is both achievement-focused and broad enough to engage all people. —Opens doors for supporting, non- competitive sponsors to align additional marketing assets. K2 VERTICAL CHALLENGE RECAP SPONSORSHIP BENEFITS Title Sponsor of The K2 Vertical Challenge 2021 $75,000 Featured at registration and first chair gathering with Jonny Integration with Jonny at The K2 Vertical Challenge Après Key activation in social media promotion and content program –July 2020 to April 2021 Robust participation in fundraising incentive program through in-kind product support -$25,000 credit Crystal Mountain Corporate Vertical Challenge with K2 staff, friends and family Big Sky Resort Vertical Challenge Championship Logo exposure on ski bibs throughout all seven events Logo on SKIforMS.org and all social media channels Exposure in social media advertising campaign with 10 million Impressions Logo on event emails –100,000 emails sent Logo on 50 to 100 posters in each market Logo on banners, signage and collateral at 7 mountains Partner in all PR opportunities Opportunity for K2 representative to participate in authentic way at après party Complimentary passes at each event (includes, one-day ski pass) TOTAL INVESTMENT $50,000 64,775 LIVES TRANSFORMED 85 PROGRAMS 100% INCREASED SELF-EFFICACY 98% MANAGE SYMPTOMS BETTER 100% COMMUNICATE MORE EFFECTIVELY 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 David E. Jones, MD, FAAN Chair Lisa Mattis Chief Executive Officer Richard Kelly Vice Chair Gerald G. Bowe Member Tyler Hamilton Member Blaze Heuga Member Robin Kelly Member Bernice Kuca Member Erin Murphy Member Kate Olson Member Adrah Leitner Member Randy Schapiro, MD Member Ben W. Thrower, MD Member  Contacts: Louise Duncan First Name: Louise Last Name: Duncan Linked User Form lduncan@cando-ms.org 2019 CSE Reviews: 21234083 Name Attachments 21234083 No 21234084 No 21234085 No 21234086 No 21234087 No 21234088 No 21234089 No 21234090 No 21234091 No 21234092 No 21234082 No What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Jonny Moseley's SKI for MS: Vertical Challenge Linked Form alisonw@vailchamber.org Tag type:dynamic 2019 CSE Reviews: 21234084 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Jonny Moseley's SKI for MS: Vertical Challenge Linked Form williambarrydavis@gmail.com Tag type:dynamic 2019 CSE Reviews: 21234085 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Jonny Moseley's SKI for MS: Vertical Challenge Linked Form kimnewbury@gmail.com Tag type:dynamic 2019 CSE Reviews: 21234086 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Jonny Moseley's SKI for MS: Vertical Challenge Linked Form mvalenti@vailresorts.com Tag type:dynamic 2019 CSE Reviews: 21234087 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Jonny Moseley's SKI for MS: Vertical Challenge Linked Form markgordonvail@gmail.com Tag type:dynamic 2019 CSE Reviews: 21234088 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Jonny Moseley's SKI for MS: Vertical Challenge Linked Form rkundolf@msn.com Tag type:dynamic 2019 CSE Reviews: 21234089 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Jonny Moseley's SKI for MS: Vertical Challenge Linked Form sbiszantz@gmail.com Tag type:dynamic 2019 CSE Reviews: 21234090 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Jonny Moseley's SKI for MS: Vertical Challenge Linked Form mvlaar@vailgov.com Tag type:dynamic 2019 CSE Reviews: 21234091 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Jonny Moseley's SKI for MS: Vertical Challenge Linked Form mmiano@vailgov.com Tag type:dynamic 2019 CSE Reviews: 21234092 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Jonny Moseley's SKI for MS: Vertical Challenge Linked Form jgross@vailgov.com Tag type:dynamic 2019 CSE Reviews: 21234082 What category is this application? Write additional comments, notes or things you want to remember about this application: What did you like about this program/event? What needs improvement? Submission Date Linked Events 2019 Jonny Moseley's SKI for MS: Vertical Challenge Linked Form esaeger@vailgov.com Tag type:dynamic