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Home My WebLink About02. f. 2021 Kids Adventure Games TOV RecapEvent Recap: Vail Valley Kids Adventure Games™ Cultural, Recreational & Community Category October 2nd , 2021 Vail Kids Adventure Games™: August 11-15, 2021 Hélène Mattison Kids Adventure Games, LLC 970-401-3804 helene@kidsadventuregames.com 2Town of Vail | CSE | 09/27/2021 Overall Event Highlights & Successes 3 •Considering the challenges, we (all) faced the past two years the Kids Adventure Games adapted gracefully and came back powerful in 2021. •Gratitude from all parents for our hard work and perseverance to have the event this year. •We named it the ‘Vail Valley Kids Adventure Games’ to keep the name Vail prominent in our marketing efforts. •We capped the event to our original race format to be able to manage potential Covid related protocols as well as managing the unknowns of a brand-new course. •Check in, skills clinics and awards ceremonies stayed in Vail Village which was well received by the families. There were many kids riding/walking around in their colorful hot pink athlete shirts wearing medals with pride into the early evening. •Exceptional event staff and volunteers acted as proud ambassadors for Vail and enhanced the overall impression of the community. COVID-19 Impacts 4 •Describe the changes made to the event due to the COVID-19 pandemic. •We had to move to Maloit Park to set the racecourse. Which changed the atmosphere and visibility of the event. •What learnings from COVID-19 do you foresee rolling forward into future events. •We will preregister people, not actually charging the credit cards until 60 days in. •Commitments from sponsors far in advance will be harder and more complicated. •What were the biggest challenges cause by the COVID-19 pandemic. •Lost revenue. Number of entries, National Sponsorship dollars and in kind. •Communications with families to make sure our customer service was optimum. •Not everyone was happy about our policies, our change of venue, our late/change of venue awards ceremony etc. •Communication that this was still a Vail based event v Minturn •Include any testimonials of feedback from attendees regarding your COVID -19 response. •“Hélène and team: amazing amazing day yet again! Watching my kids do something as amazing as ride their bike on single track, to something as insignificant as picking up a piece of trash on the course or helping another team struggling, creates just different feelings as a parent. Thank you for pursuing the race to happen this year under such difficult circumstances. I’ve said it before but what you have created is so special.” Attendance Estimate 5 How to impact attendance in 2022: •NEW course -market this so that repeat athletes are excited to return and race at a “new” venue. •Work on a new format which allows us to have a competitive category to accommodate those kids that wish to be competitive. In this wave we will particularly address the backups on the course •Invite teams from other events in the National Series to the Vail Kids Adventure Games™with early bird registration before we open to Colorado Residents. •Expand the Balance Bike Race •Bring back the Mud Run Town of Vail | CSE | 08/27/2021 •% of people in Vail specifically for event: 89% •44% of the attendees were new to the Games •56% In State -outside of Eagle County •7% Out Of State (15 States) •1% International (UK and Mexico) •375 Race Teams, 60 Skills Clinics •750 Unique Participants •Each Participants brought 4.0 spectators •3750 Attendance •30 Balance Bike Participants Visitor Type 6 •An increase in the number of participants from the Front Range, Denver and Out of State, who specifically come to Vail for this event and have scheduled their vacation time around the event. 89% up from 68% from 2019. •As the event is gaining national awareness, we expect this number to increase. Vail is the Marquees Event of the National Series •Many families from our Nationwide events are now entering the Vail event. We will have a promotion early November to address the Nationwide Database for a VIP early entry opportunity. Town of Vail | CSE | 09/27/2021 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •Events were spread days apart, therefore out of town guests had to spend several nights in Vail. •The all-new Balance Bike Race, watching other kids race, as well engaging families to volunteer on their non race days made it fun for families to be in town for several days •Lodging call to action increased Vail based nights stays by 14%: www.kidsadventuregames.com directed participants to three key lodging partners •Antler’s at Vail •Evergreen Lodge •Austria Haus •Grand Hyatt Town of Vail | CSE | 09/27/2021 Estimated Spending Results 8 2021 Kids Adventure Games Race Only Number of Event Participants: 750 Average Number of people in group: 4.0 Total number of event-specific attendees: 3,750 Incremental Room Nights: Percentage of participants using paid lodging (40%) in Vail: 52% (=156) Average night stay in Vail: 3.9 Total Incremental Room Nights: 608 Average amount spent per room per night: $315 Total incremental Lodging $191,520 Incremental Spending: Estimated total attendance 3,750 * 65% spent money in Vail Village = 2440 Average amount spent per person: $205 Number of days in Vail: 3 Total Estimated Incremental Spending of Race Attendees: $1,500,600 Town of Vail ROI (Adventure Games + Mud Run) Town of Vail CSE Investment: $26,500 Incremental Spending Generated: $1,500,600 TOV Sales Tax (4%): $60,024 TOV Lodging Tax (1.4%): $2,681 TOV Tax Income: $62,024 TOV Direct Economic Impact: $56 *Information is based on 2021 post-event survey emailed to participants. Overall Visitor Profile –Data from 2019 9 •Our anticipated target demographic are families who want to spend their vacation participating in outdoor activities. •Survey shows we reached our target demographic area. •We will keep focusing our advertising and marketing on families who are active and are want a healthy active lifestyle. We will focus on sponsors that have the same message thus reaching a much larger audience. Town of Vail | CSE | 09/27/2021 Role/Importance of Event in Intent to Visit Vail 10 •Almost all visitors came specifically for our event, and built a mini-stay around the event •The clinics were on Wednesday and Thursday; the races on Friday, Saturday and Sunday. The kids who would be most likely to be in the skills clinics, are the younger kids who raced on Saturday and Sunday. Therefore, families who participated in both the races and skills clinics, would be staying in Vail more days. •58 % Of the skills clinic's participants were overnight guests. •To increase the number of overnight Vail guests coming for the event next year, we will market to other events site nationwide to come to our marquis event. Town of Vail | CSE | 09/27/2021 NPS (Net Promoter Score)/Likelihood to Recommend 11 •We do not have this data, but our Net Promoter Score has never been below 84. To increase this score for 2022: •Racecourse: creating/adjusting the course, which allows more participation with fewer backups •More precise communication with parents and kids in months leading up to the event •Create a most competitive as well as noncompetitive waves, to set expectations. •Revisiting the check in communications, procedures, times and location to be even more convenient for the families. Town of Vail | CSE | 09/27/2021 Event Strengths & Weaknesses 12Town of Vail | CSE | 09/27/2021 Exceeded Expectations: •We were able to morph and flex into a different race site than we have had in the past. Due to lingering COVID restrictions we adapted well to circumstances. •After having not put on an event for two years we came back stronger than ever with fantastic feedback and gratitude from parents. •We named it the ‘Vail Valley Kids Adventure Games’ to keep the name Vail prominent in our marketing efforts. •We were smart about capping the event to our original race format as we were on a brand-new course and needed to make sure the course could handle that many kids. •We had the check in, skills clinics and awards ceremonies in Vail Village which was well received by the families. •Exceptional event staff acted as ambassadors for Vail and enhanced the overall impression of the community Event Strengths & Weaknesses 13Town of Vail | CSE | 10/09/2021 Exceeded Expectations: •Previous successful events increased word-of-mouth promotion resulting in sold-out competition for the 11th year in a row. •Regional and national marketing and public relations efforts kept destination participation at 56% of total attendance and extended average length of stays •Balance Bike Race for 5 year and under adventurers was a huge success and fun for all •Digital spectator guide included event info and family-friendly dinning, shopping and activities guide Event Strengths & Weaknesses 14 Measures that could be taken for event improvement: •For participation numbers to increase the course needs to be redesigned to allow more athletes without increasing back up times at obstacles: we are again looking at clover-leaf start of the course, increasing equipment so that we can start more kids in each wave. •The amount of staff/volunteers needed is a stress factor •As destination participation increases, communication, planning and equipment requirements need to evolve. •In order to attract National Sponsors, we need to improve brand awareness and improved sponsorship fulfilment. •Making the awards ceremony more engaging and entertaining to keep more participants and families around. •If we continue to time the event, measures need to be put in place to assure fairness Town of Vail | CSE | 09/27/2021 Vail Brand Compatibility 15Town of Vail | CSE | 09/27/2021 Standard of excellence met by: •Uniqueness of this event aligns with Vail’s “Like Nothing On Earth” brand •Marquee summer event for active families living in and visiting Colorado •Epitomizes Vail’s focus on Health, Wellness and Family Activities •Contributes to Vail’s sense of community •Increasingly a destination event drawing out-of-town participation, overnight stays and ancillary spending The Premier International Mountain Resort Community Community Contribution 16 Describe how the event impacted Vail’s sense of community: •Over 250 citizens and alumni athletes volunteered and supported the event, over 5 days •The 12–14-year-olds raced on the first day which allowed them to be involved and mentor on course at the race the next two days of the race, thus increasing their personal ownership in the event. •The awards ceremonies at the International bridge brought many bystanders to revel in the kid's energy as they played in the creek and wore their t shirts while waiting for the awards to begin. Town of Vail | CSE | 09/27/2021 Topline Marketing Efforts 17Town of Vail | CSE | 09/27/2021 •Regional Print/Online Advertising •Macaroni Kids •The Vail Daily •Local Radio Advertising •KZYR •KSKE •Local Television •TV8 Vail •Email Blasts •Database = 5,000 qualified emails •Press Releases & Public Relations Efforts •Social Networking Sites •Facebook •Instagram •TikTok •Colorado Parent •Spectator Guide Potential for Growth & Sponsorships/Media Exposure 18 •B4 Adventures, and Hydro Flask and other sponsors saw event firsthand by participating in the Expo and Races; which should generate more sponsorship participation from them next year. •Industry word of mouth reaching out to others in respect to validity of the event •As brand awareness increases similar minded organizations like the Outdoor Industry Association have found us. Which should increase our partnerships in the future. •We'll be interviewing different nonprofit partners for entries to the games for groups like SOS, the Boys and Girls Clubs, Snowflake Foundation and The Challenged Athletes Foundation -in line with our mission statement of inclusive participation. . Town of Vail | CSE | 09/27/2021 Sustainability Efforts 19 •Recycling at expo, race and after party •Participants refill reusable water bottles/containers •Race Director brings environmental message to the event by awarding the teams that took the time to respect the environment while they raced and collected the most trash along the race course •Spectator guide was digital this year •Leave no Trace discussion of our race venue and its value in pre race communications and race meetings 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. Town of Vail | CSE | 09/27/2021 Event Budget 20 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$82,457 CSE Funds:$26,400 Cash Sponsorship (not CSE):$5,750 In-kind Sponsorship:$2,500 Marketing Budget:$6,600 Profit & Loss:$0.00 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) $12,500 Operations $ 7,300 Staffing $ 6,600 Marketing Appendix A: Budget Detail 21Town of Vail | CSE | 10/09/2021 2021 Vail Kids Adventure Games Budget Revenue TOV contribution $26,400 Sponsorship $5,750 In Kind $2,500 Entry Fees $46,707 Transport $1,000 Total Revenue $82,457 Expenses Advertising/Marketing $6,600 Race/Athlete Expenses $13,745 Volunteer Supplies $3,700 Course Supplies $2,500 Operating Expenses $2,500 Contract Labor $25,000 Spectator Guide $450 Admin Expenses $5,862 Kids AG Event Fees $10,000 VRD Event Production Fees $12,000 Total Expenses $82,357 Total Income $ 0 Appendix: 2021 Spectator Guide Example 22Town of Vail | CSE | 09/27/2021 Appendix C: 2021 Editorial Examples 23Town of Vail | CSE | 09/27/2021