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Home My WebLink About03. a. BFAG 2020 CSE Recap EditEvent/Program Recap: Betty Ford Alpine Gardens Education & Enrichment Category Wednesday, November 4, 2020 Alpines: Conquerors of the Cold June 25 –October 31, 2020 Nanette Kuich Phone: 970.476.0103 x7 nanette@bettyfordalpinegardens.org 2 Overall Event or Program Highlights & Successes 3 •Successes: •Ready to hit the ground running with Exhibits & Activities that met Covid protocols; adapted Speaker Series to Webinar format •Met outstanding demand in Ford Park •In-house survey had a Net Promoter Score of 97% Program Impact, Testimonials & Observations 4 With a visual representation of the life and beauty above treeline, guests experienced an ecosystem they may have never been able to reach and many were inspired to visit and conserve fragile mountain ecosystems. Being able to access an outdoor exhibit provided guests a cultural experience in a time of uncertainty and to meet them at their comfort level. Many only passing by stopped to read about botanic explorers. •Testimonials: •There were several plants which I would like to add to our garden. The Colorado Botanic Explorer exhibit was great. •Even a tiny plant can be exquisite in how it adapts and thrives in alpine climate •I visit very often, early mornings to meditate, it lifts my spirit to be there. •My experience was very relaxing and peaceful during the pandemic which was very good to escape from. •Protecting plant biodiversity is vital to survival. Biodiverse wild places need to be protected. •Looked like many improvements had been made. •It was a great stop on my way home from a weekend in the mountains. The gardens are always lovely ( I knew that) and I need to make it more a habit to stop even for only 30 minutes. •So kid friendly. My 2-year-old loved the interactive market and the children's garden! •I LOVE the Colorado Botanic Explorers exhibit signs! They are so neat! Estimated Attendance Results 5 •Estimated Attendance Education Center tally of visitors who walk through the door: •As of July -October 28: •Total: 7,939 •Men –2,658 (33%) •Women –3,809 (48%) •Children –1,472 (19%) •Number/percentage of people who came specifically for event/program: •28% •Number/percentage of people who attended last year’s exhibit: •87% Estimated Attendee Profile Results 6 •Where did attendees come from? (local, regional, out of state, international): •Everywhere! •Most visitors were from CO –all over •Many different states •International attendance was down from last year –mainly Spanish speaking visitors Estimated Spending Results 7 BFAG not elected for a CSE survey. BFAG inhouse survey data indicates: More visitors came specifically for the Gardens this year. The majority stayed at least overnight 72% of our visitors factored the Gardens into their reason to visit Vail. All Garden visitors plan on visiting again! NPS (Net Promoter Score) 8 From our in-house visitor survey: How likely is it that you would recommend this event/program to a friend or colleague? Question was based on a 5-interval scale in the survey sent to visitors. 97% promoters Event Strengths & Weaknesses 9 •Exceeded Expectations: •The incredible number of visitors to the Gardens and exhibits during the Pandemic! •Guests appreciative of masks in Education Center for their safety and that of staff •Outdoor exhibit provided botanical and historical enrichment throughout Ford Park •Conversations were sparked by exhibits, activities and webinars •Themed scavenger hunt prize excited kids about alpine plants •Areas for improvement: •Self-guided brochures in Spanish for ESL visitors •In-print front range marketing may provide greater visitation. •Compared to last year: •Two exhibits created totally in -house providing a unique Vail experience •Events were successfully converted to Covid protocols Vail Brand Compatibility The Premier International Mountain Resort Community 10 Supporting the Vail Brand: •Alpines: Conquerors of the Cold highlighted the most fragile ecosystem in the mountains surrounding Vail. Betty Ford Alpine Gardens created two stunning exhibits in-house, adding to the elite brand of Vail, existing nowhere else on earth. •Betty Ford Alpine Gardens, an internationally recognized and unique specialty botanic garden, is an integral part of the character of Vail •Free admission provides all Vail visitors an enlightening and educational experience about the threatened worldwide alpine ecosystem they can take back to their homes, locally and internationally Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 11 How did the event/program impact Vail’s sense of community? •The one-of-a-kind exhibits highlighted the unique mountain environment of the Town •Free access allows inclusivity and accessibility •Ecological and historical webinars provided at no cost for members and visitors provided opportunities for engagement and sharing •Collaboration with the Eagle Valley Outdoor Movement brought valley-wide participants to Vail Topline Marketing Efforts 12 •What are the top 3 successful marketing tactics, executions or results from your event/program? •Colorado Public Radio •Bi-weekly Vail Daily Ads/press releases/“things to do” •Distribution of 5,000 brochures to hotels and visitor centers. Weekly programming/event list sent to concierges Potential for Growth & Sponsorships/Media Exposure 13 •How do you see the event/program evolving next year? •Keep building on themed workshops as major parts of the exhibit as well as gardening. We saw lots of new faces this year •Collaboration with more local initiatives •What sponsors do you plan to target next year (Including existing and potential sponsors)? •Several family foundations •Sponsorship opportunities for members •How will you leverage media exposure and extend the marketing reach next year? •With a new social media plan, we will build out our target audience •Research Front Range publications that are a good fit –online •Send releases to regional PR Sustainability Efforts 14 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •Betty Ford Alpine Gardens received the 2020 Most Sustainable Business Award from Actively Green! •Spreading awareness of the need to conserve the alpine environment •Recycling and compost at every program •Materials printed on recycled paper •Shop locally •Bus transportation/walking encouraged •New internal hard to recycle program •Added bathroom paper towel composting •What waste reduction methods were used during your event/program? •Bulk purchases, compost, staff training on proper recycling, correctional sorting, reusable signage, reuse of previous exhibit materials •How could you improve on sustainability efforts for next year’s event? •Implementation of green messaging and our efforts 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 15 *Event producer to attach detailed budget for recap Item $ Total Event/Program Budget:$97,221 CSE Funds:$20,000 Cash Sponsorship (not CSE):$0 In-kind Sponsorship:$1,000 Marketing Budget:$14,234 Profit & Loss:$-265 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Exhibit costs, marketing Additional Information/Appendix 16 •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