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.
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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
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