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HomeMy WebLinkAboutCRC 2020 Event Recap_VAIL WINTER SCAVENGER HUNT FEB 3 2021Event Recap: VAIL WINTER SCAVENGER HUNT Cultural, Recreational & Community Category FEBRUARY 3, 2021 VAIL WINTER SCAVENGER HUNT: Jennifer Mason | Phone: 970.470.0001 | jen@snowsportsmuseum.com 2 December 15, 2020 –April 11, 2021 Overall Event Highlights & Successes 3 •Provided a season-long activity that was family-friendly, available to guests of all ages, and socially distanced. That’s 118 running days of available programming for those looking for an off-hill activity. •Provided an opportunity to educate Vail visitors and locals alike with Vail town and mountain history as well as present day facts including the 10th mountain division, local landmarks, iconic figures and current Vail accomplishments. •A new activity that could be successful in a time of varying restrictions and limitations. Created a constant in a season when some of our visitors and locals' favorite pastimes may not be available as they had been in the past. Overall Event Highlights & Successes 4 •An opportunity to highlight numerous destinations in Vail that might otherwise get missed by guests: Golden Peak, Mountain Plaza, Colorado Snowsports Museum, Solaris, Vail Interfaith Chapel, Vail Public Library, Dobson Arena, Lionshead and more. •An activity that supports Vail’s sustainability efforts to protect our unique mountain environment. Users only utilize their cell phones to take part in the event and walk to each location rather than utilizing motor vehicles. •The winners with the highest score on April 11th will be awarded $500 in Vail restaurant and retail gift cards. This will make sure the guests come back to Vail as well as support our local merchants. Estimated Attendance Results 5 •Estimated Attendance: o 1,000-1,500 guests o When a user registers with the app, they can participate as an individual or with as many people as they like. In reviewing the required photos that are uploaded, we see that 2-4 people is the average group per registered user. •This event won’t likely draw overnight guests, rather provide valuable programming, free of charge when guests come to town. •This app creates the opportunity to provide an ongoing activity for guests any time of year. Categories and information can evolve but it’s a great way to create a big impact with little strain on infrastructure and local resources. Estimated Attendee Profile Results 6 •Attendees aren’t required to list their hometown but those who choose to include their zip code information reach from locals in the Vail Valley, the Front Range, Texas, California, New York, New Jersey, Michigan, Utah, Mexico, and more. •Ages range from 2 years old (accompanied by mom and dad of course) to guests in their 80’s. We’ve had groups of middle schoolers on their school break to families on vacation as well as a few date night activities. Families have been the most common users to date. •People have responded with appreciation for a different outlet that they can do while in town. There have been a handful of solo scavenger hunt participants that are so thankful to have something new while the rest of their loved ones are on the mountain. Event Strengths & Weaknesses 7 STRENGTHS •A COVID approved and safe activity. Open-air and socially distanced option for guests off the slopes. •Family-friendly and open to all ages. •Minimal to no impact on town infrastructure or interference with merchant operations. •Opportunity to take users to several Vail landmarks they may not have been exposed to in the past. •Opportunity to educate participants on some of Vail Mountain and the Town of Vails past and current iconic figures. •There is no political position or business agenda for this event. It’s free for the guests and showcases ALL areas of town. We are proud to support all of Vail, not just one entity. Event Strengths & Weaknesses 8 OPPORTUNITIES FOR IMPROVEMENT •It’s tough to make sure questions are exciting and appropriate for all ages (i.e., a group of high school kids may want more of an athletic challenge than a family with young kids or an older couple). Opportunity to create multiple difficulty levels would be suggested in the future. •Opportunity to sell in partnerships as there are plenty of places for advertising within the app. However, in the first year, we wanted to let Vail’s history shine and focus on icons rather than paid partners. •Because there were SO many potential facts that could have been included, we were forced to choose. There are endless amounts of information we can choose from should there be a need/interest for additional scavenger hunts in the future. •As a season-long program, it was hard to position advertising placements on calendars, (listed EVERY day). It’s a great problem but we needed to think bigger with partner relationships rather than typical inclusions that work for events with a short duration. Vail Brand Compatibility The Premier International Mountain Resort Community 9 VAILS WINTER SCAVENGER SUPPORTS THE VAIL BRAND •This event was born with the soul goal to educate Vail visitors with history and current innovations within the Town of Vail. By celebrating our history, guests can see how the Town of Vail has grown and developed into “The Premier International Mountain Resort Community.” •Created by proud locals who love their town and the mountain culture, the scavenger hunt boasts facts from our beginnings with the 10th mountain division, to the innovators that founded our mountain and town. The Scavenger Hunt then builds on information about how the town and mountain both grew to be the world-class destination it is today. Through showcasing our gems that make it more then just a ski stop (lodging, chapel, library, Dobson Arena, multiple base areas, events/programming, etc.) we can highlight the depth of where we call home! Community Contribution 10 •Vail’s Winter Scavenger Hunt is essentially a walking tour that allows guests to get creative and learn about the town while seeing areas they may have never had the privilege to visit. A big contribution is not only exposing guests to areas they may want to go back and visit again but highlighting the depth of our little gem. •Participants can stop and eat, drink and shop along the way because we’ve removed any time restraints with the event. Not only can they participate over the course of a day, but we’ve allowed them to take all winter season should they choose. •The winner with the most points on the leaderboard at the end of the season will win $500 in Vail restaurant and retail gift certificates. This will encourage this participant to not only come back to Vail but support our local merchants. Topline Marketing Efforts 11 •Town of Vail partnership o Vail Winter Scavenger Hunt was listed as a ‘featured event’ on the Discover Vail website o Information included on the Town of Vail’s welcome email when guests log into Vails internet •Local advertising placements Knowing that this activity will likely draw users in once they are in Vail, we focused on local ad placements for event exposure: o Vail Daily ads –4 times per week (Th-Sun) o Tricia’s Picks highlighting the event multiple times throughout the season during key weekends o Community posters hung within local merchant locations o Rack cards placed in over 60 racks from East Vail to the Eagle Airport as well as within the Vail Welcome Centers Topline Marketing Efforts 12 •Concierge outreach blasts to all hotel and lodging properties in Vail •Social/Digital o Dedicated webpage within the Colorado Snowsports Museum website o 3 social posts weekly on Colorado Snowsports Museums Instagram and Facebook pages o Select shares of Colorado Snowsports Museum posts on Discovervailco pages Marketing plan included -Appendix B Potential for Growth & Sponsorships/Media Exposure 13 •If this event comes back next year, we would love to build out multiple versions of the scavenger hunt so that we can appeal to different demographics and difficulty levels. •We would focus on different categories within Vail’s history, so we add new information for users to enjoy. •Should COVID restrictions be lifted, we would like to add more engagement INSIDE some of our iconic stops so they can better experience each of these locations. •We would like to work with local businesses for internal sponsorships to fund the event and get better merchant support/partnership exposure. •We would repeat the currently marketing plan but then build upon it with local merchant exposure, potential event inclusion, bigger prizing for incentives, etc. Sustainability Efforts 14 •No motor vehicles used in the event –all scavenger hunt stops are accessed by foot or utilizing Vail’s free in-town bus service. •All users utilize their personal cell phones to use the event app and complete all challenges. No outside elements were required to complete this activation. •All signage (posters) and corrugated signage was produced on recycled materials and will be recycled at the end of the season. •Prizes were limited-edition legacy posters and pins that can be regifted and shared for years to come. 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 15 Item $ Total Event Budget:$25,000 CSE Funds:$25,000 Cash Sponsorship (not CSE):- In-kind Sponsorship:- Marketing Budget:$10,832.02 Profit & Loss: Additional funds to be returned to TOV (≈$4,500) How did you use the CSE funds? All program funding: staff, operations, marketing, prizing - Event budget included -Appendix A Appendix A: Event Budget 16 Appendix B: Marketing Plan 17 Appendix B: Marketing Materials 18 Community Poster Rack Card Front Rack Card Back QR Promotion Onsite Check-In Appendix B: Marketing Materials 19 JOIN THE HUNT FREE VAIL SCAVENGER HUNT Lionshead Art Installation Celebrate Colorado snow sports by telling stories that educate and inspire others to seek adventure. www.snowsportsmuseum.org VAIL LIMITED EDITION LEGACY SERIES Celebrate Colorado snow sports by telling stories that educate and inspire others to seek adventure. www.snowsportsmuseum.org VAIL LIMITED EDITION LEGACY SERIES Celebrate Colorado snow sports by telling stories that educate and inspire others to seek adventure. www.snowsportsmuseum.org VAIL LIMITED EDITION LEGACY SERIES VAIL LIMITED EDITION LEGACY SERIES Celebrate Colorado snow sports by telling stories that educate and inspire others to seek adventure. www.snowsportsmuseum.org Participation Prizes: Vintage Posters & Pin THANK YOU! 20 •The guests and locals who have participated in the HUNT have really enjoyed this experience. I hope we can continue this fun activity into the summer and possible next winter. The biggest surprise to me was how many locals have engaged in this activity. •THANK YOU FOR BELIEVING IN THE IMPORTANCE OF VAIL’S HISTORY AND TELLING OUR STORY!