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Triple Bypass CRC 2021 Event RecapSurveyed Event Recap: Triple Bypass Cultural, Recreational & Community Category October 6, 2021 Triple Bypass August 21, 2021 Jen Barbour Phone: 303.503.4616 jen@teamevergreen.org 2 Overall Event Highlights & Successes 3 •Top Successes •Net Promoter Score: 67 •Increased registrants by 10%, sold out earlier than in years prior •Riders that have done our event previously prefer the Vail finish •Finishing in Vail allowed us to reduce our production costs slightly (eliminating an aid station, etc.) which will increase the amount we are able to give to non- profits •We plan to donate nearly $400,000 to Colorado non-profits as a result of the Triple Bypass •Brett Favre was there  Overall Event Highlights & Successes 4 Survey sent to 4,880 participants; 1,676 responses received Questions from CSE 5 •The CSE will ask questions about your event and recap •Leave this blank –it’s a placeholder Attendance Estimate 6 2021 Triple was the largest single day event we have hosted in our 32 years. We do not plan to increase attendance. We prefer to host a manageable event for the benefit of the riders and our partner communities. Rider registration: 4,880 Approximate attendance at the finish* (noon-7pm): •3,500 Riders •2,000 Guests *As in past years, 20% did not attend the finish party, ~10-15% of registered riders did not start Overall Visitor Profile 7 Geography •65% within Colorado •30% within the US •5% outside US •Our target demographic is recreational cyclists, aged 35-55 years, with an emphasis on out-of-town guests. •We will continue to pursue guests from outside of Colorado that are interested in all types of cycling, not just road biking. Our marketing emphasis in 2022 will lean to adventure cyclists, women, and people of color. Income •24% Under $75K •28% $75K-125K •48% over $125K Age •19% Under 35 •74% 35-65 •7% over 65 Gender (as identified) •20% women •80% men Demographics Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 8 What measures did you take to encourage attendees to book lodging in the Town of Vail? Outreach through Economic Development, newsletters and social promos, Ride Guide Newsletter inclusion example Social example Flyer sent to Vail lodging/restaurant partners Ride Guide Ad –over 30,000 views Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 9 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 10 Role/Importance of Event in Intent to Visit Vail 11 NPS (Net Promoter Score)/Likelihood to Recommend 12 Estimated Return on Investment (ROI) & Attendee Expenditures 13 Event Strengths/Weaknesses 14 We have a long history of providing an excellent rider experience. The Triple is a bucket- list ride known throughout the country. Event Strengths/Weaknesses 15 What are areas for event improvement? •We have an opportunity to improve the finish. People liked it, but we want our riders (and the Town) to love it. Having the experience of 2021, we can improve the circulation, waste management, and traffic control. Many of the finish responses were more representative of the catering rather than the venue. How did this year’s event compare to previous years? •The 2021 Triple Bypass was one of our best- received events and riders were extremely happy with the Vail finish. In 2019, we had an NPS score of 74, which is our goal for 2022. Vail Brand Compatibility 16 How did the event support the Vail Brand? •The Triple Bypass is a nationally known cycling event with a 32-year history which aligns with Vail’s widely known and respected brand. •Ongoing marketing (Dec-Aug) encouraging our riders to explore Vail outside of the event date. Riders see coming to Vail as a vacation and we promoted it at such. •Press release, social media (paid and organic), newsletters (content provided by Vail marketing), poster, Ride Guide Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Vail Brand Compatibility 17 Commemorative poster –vintage ski poster inspiration Community Contribution 17 How did the event impact Vail’s sense of community? Though we hope many in the community rode the event with us, the finish area was open to all residents and visitors. Many people outside the venue came in to see what was going on and learned of our ride and non-profit. We engage local non-profits as both volunteer groups and beneficiaries – Summit Advocates, Walking Mountains, the Cycle Effect, Civil Air Patrol Eagle, and others will receive a donation or grant from the proceeds of the Triple Bypass. We encourage other Vail non-profits to get involved or apply for a grant through Team Evergreen. Topline Marketing Efforts 18 1.Press Release Triple Bypass Announces 2021 Plan, Returns to Vail November 19, 2020 EVERGREEN, COLO, November 19th 2020 —The Triple Bypass Ride (a Colorado-based cycling event, presented by Team Evergreen) is pleased to announce an exciting development to its legendary course. It will celebrate its 32nd anniversary ending in the iconic and welcoming Town of Vail, CO on August 21st, 2021. FULL RELEASE 2.Social Media Postings (4 paid, 6 organic) – March through August 3.Newsletter inclusions (3) to 5K each highlighting Vail lodging/ activities 4.The Ride Guide – over 47,000 impressions Potential for Growth & Sponsorships/Media Exposure 19 •How do you see the event evolving or growing next year? •We plan to modify the finish area to better accommodate circulation, move the shuttle bus pickup location and provide additional professional flaggers to prevent rider pickup at the finish area. •Growth would come from in-town activities and training rides, more activation from restaurant and lodging partners outside of the event day. •What sponsors do you plan to target next year? (Including existing and potential sponsors) •Additional lodging partners, a large beverage/spirits company, bike/clothing brand Sustainability Efforts 20 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? The Triple Bypass hired Walking Mountains to manage our waste. We had a diversion rate of 83%. The diversion rate is the percentage of the total waste from the event that was diverted away from the landfill through recycling and compost. 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 21 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$888,925 CSE Funds:$17,720 Cash Sponsorship (not CSE):$18,000 In-kind Sponsorship:$7,000 Marketing Budget:$52,000 Profit & Loss:$263,557 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing staff, creative, intern 2021 Triple Bypass Budget Description 2021 Budget Ordinary Income/Expense Triple Bypass Income TBP Registration fee income 1,029,000.00$ Merchandise Sales Income $90,000 TBP Registration Packet Shipping Fee Income 34,000.00$ Return Transportation Income/Commission $1,600 Photographer Income $0 Poster Income $0 Hotel Commission Income $1,500 Deferral Fee Income 39,625.00$ Sponsorship Income-TBP $35,000 Deferral Income Reduction (341,800.00)$ Total Income $888,925 5200 ꞏ Advertising/Marketing $52,200 Marketing/Social $28,000 Ad Buys - digital, social and display $12,000 Photographer $2,000 Graphic Design $1,500 Videographer $6,000 Posters/Cards - Printing & Distribution $2,700 5201 ꞏ Sponsorship Fee $6,000 Retainer $0 Sponsorship Commissions/Incentives $6,000 5203 ꞏ Event Supplies/Signs $60,200 Sign expense (printing)$5,000 Event Supplies $5,000 Rental Equipment (Traffic, Start/Finish, Safety)$15,000 Party Rentals (Tents, Tables, Chairs)$32,000 Communications- Radios $1,000 Bike Racks (Rental)$2,200 5207 ꞏ Food & Beverage 86,500.00$ Finish Line Food 50,000.00$ Loveland Lunch (protein)$12,000 Aid station food Costs & Supplies (Sysco/Costco)$20,000 Water Monster $12,000 Pre- Ride Dinner/Parties $2,000 Deposit 2020 ($10,000) 5210 ꞏ Jerseys/Dbl Vests & Merchandise $185,000 TBP Jerseys not sold as Merchandise 140,000.00$ Merchandise - Bibs, jackets, etc. $45,000 5212 ꞏ License & Permits $19,825 US Forest Service $6,000 Jefferson County Schools $1,250 Jefferson County Special Events $350 Clear Creek County Permit Application fee $600 Open Space - Shadow Ranch $100 Ambulance Clear Creek EMS $1,875 Summit Ambulance $1,600 Idaho Springs $100 Town of Georgetown Summit County Special Events $4,500 Summit County Road & Bridge $250 Summit County School District (RS#4)$800 Evergreen Parks and Rec $2,000 Liquor permits $400 Town of Vail $0 5212 ꞏ Police Permits $42,750 Colorado State Patrol $30,000 Jeffco Sheriff $1,250 Idaho Springs Police $600 Clear Creek County Sheriff (Georgetown) $600 Summit County Sheriff $300 Town of Dillon $0 Frisco Police Department $0 Town of Vail Police $500 Eagle County Sheriff $500 Security/traffic control $5,000 5214 ꞏ Merchandise - other $5,000 Medals $5,000 Rider bags $0 5216 ꞏ Misc Expenses (TBP)$4,430 Event Entertainment $2,000 Post-ride Survey $300 Storage Locker $1,800 Repairs $250 5218 ꞏ Office Supplies $1,000 Office Supplies $1,000 5220 ꞏ Portables/Trash $19,200 Portalet/trash/dumpster expense $17,000 Trash collection (composting) in Vail $2,200 5223 ꞏ Postage/Shipping Expense $23,000 Postage - Rider Packets $18,000 Postage - Merchandise Sales/VIP $5,000 5228 ꞏ Printing/Design $8,000 Misc Printing (Rider Maps, Aid Station Maps, Rider Info) $2,000 Rider Numbers - Bib Kits $6,000 5230 ꞏ Professional $13,050 Professional/Legal $1,000 Medical $7,500 Timing Fondo $4,550 5233 ꞏ Event Director Expenses $46,500 Ride Director Compensation (beyond ED in TE budget)$0 Associate Ride Director (Operations/Porgramming) $24,000 Contract Labor $7,500 Bonus for Ride Director & Associate Ride Director $10,000 Expenses (Meals, Meetings, Mileage, Phone) $5,000 5238 ꞏ Staff Event Expense (includes CSP) $5,000 Hotel/Meals/Travel/Mileage $5,000 5240 ꞏ Vehicles $4,500 Truck Rental $3,000 Sag/Sweep Vehicles $500 Gas Reimbursement (Trucks, SAG Vehicles) $1,000 5245 ꞏ Volunteer Expenses $7,500 Volunteer Expenses (Training, Meals, T-Shirts, Party) $7,500 5275 ꞏ Insurance - Event Liability $22,750 Event Cancellation $10,000 GL Insurance & Liquor License Expense $9,000 USAC Insurance for Fondo $3,750 5315 ꞏ Registration Expense $11,963 Online Processing Fees (Registration & Merchandise) $0 Registration Contractor Fees $11,963 7600 ꞏ Tax Expenses $6,000 Sales Tax $6,000 Total Expenses $625,368 Income $263,557.00 2021 Triple Bypass - Vail Marketing Report Triple Bypass - Vail Social Media Report Post Performance Facebook @triplebypassride Instagram @triplebypassride Twitter @triple_bypass_ Scheduled Posts Scheduled Posts Scheduled Posts Scheduled Posts Scheduled Posts Scheduled Posts Scheduled Posts Scheduled Posts Scheduled Posts Scheduled Posts Scheduled Posts Post Performance Post Performance Post Performance Boosted Post Post Performance Boosted Post Post Performance Boosted Post Post Performance Boosted Post Triple Newsletter Inclusions Online Ride Guide Triple Bypass 2021 Rider Survey 1 / 20 Q1 How likely is it that you would recommend the event to a friend or family member? Answered: 1,676 Sk ipped: 0 5% 86 23% 379 72% 1,211 67 0 -50 50 -100 100 67 NPS DETRACTORS (0-6)PASSIVES (7-8)PROMOTERS (9-10)NET PROMOTER® SCORE Triple Bypass 2021 Rider Survey 2 / 20 68.50%1,148 27.09%454 3.52%59 0.89%15 0.00%0 Q2 Considering all aspects of the Triple Bypass, I would describe my experience as: Answered: 1,676 Sk ipped: 0 TOTAL 1,676 Excellent Goo d OK Poor Other comments 0%1 0%20%30%40%50%60%70%80%90%100% ANSWER CHOICES RESPONSES Ex cellent Good OK Poor Other comments Triple Bypass 2021 Rider Survey 3 / 20 50.85%841 33.98%562 10.64%176 4.53%75 0.00%0 Q3 Please rate the Aid Stations Ans wered: 1,654 Skipped: 22 TOTAL 1,654 Excel llent Goo d OK Disappointing Other comments 0%1 0%20%30%40%50%60%70%80%90%100% ANSWER CHOICES RESPONSES Ex celllent Good OK Disappointing Other comments Triple Bypass 2021 Rider Survey 4 / 20 85.67%1,417 12.39%205 1.45%24 0.48%8 Q4 Please rate the route enforcement - Colorado State Patrol, Law Enforcement and Volunteer Course Marshals. Ans wered: 1,654 Skipped: 22 TOTAL 1,654 Excellent Goo d OK Disappointing 0%1 0%20%30%40%50%60%70%80%90%100% ANSWER CHOICES RESPONSES Ex cellent Good OK Disappointing Triple Bypass 2021 Rider Survey 5 / 20 72.72%1,202 21.66%358 5.02%83 0.60%10 Q5 Did you feel safe along the route? Ans wered: 1,653 Skipped: 23 TOTAL 1,653 V er y safe Safe Mostly safe Not safe 0%1 0%20%30%40%50%60%70%80%90%100% ANSWER CHOICES RESPONSES Very s afe Safe Mos tly safe Not safe Triple Bypass 2021 Rider Survey 6 / 20 34.70%574 29.75%492 15.54%257 10.58%175 9.43%156 Q6 How many additional people (non-Triple-riders) joined you at the finish area? Ans wered: 1,654 Skipped: 22 TOTAL 1,654 No ne – just me One Tw o Thr ee M ore 0%1 0%20%30%40%50%60%70%80%90%100% ANSWER CHOICES RESPONSES None – just me One Two Three More Triple Bypass 2021 Rider Survey 7 / 20 25.39%420 34.70%574 15.18%251 5.08%84 19.65%325 Q7 Please rate the post-ride Finish Party Ans wered: 1,654 Skipped: 22 TOTAL 1,654 Excellent Goo d Okay Disappointing Missed it 0%1 0%20%30%40%50%60%70%80%90%100% ANSWER CHOICES RESPONSES Ex cellent Good Ok ay Disappointing Miss ed it Triple Bypass 2021 Rider Survey 8 / 20 25.24%417 26.45%437 14.16%234 7.57%125 26.57%439 Q8 How would you rate the post-ride meal from McDevitt Taco Supply? Ans wered: 1,652 Skipped: 24 TOTAL 1,652 Excellent Goo d Okay Disappointing Missed it 0%1 0%20%30%40%50%60%70%80%90%100% ANSWER CHOICES RESPONSES Ex cellent Good Ok ay Disappointing Miss ed it Triple Bypass 2021 Rider Survey 9 / 20 36.85%608 12.91%213 50.24%829 Q9 If you've participated in the Triple before, do you prefer the finish in Vail or Avon?" Ans wered: 1,650 Skipped: 26 TOTAL 1,650 Vail Avo n Not Applicabl e 0%1 0%20%30%40%50%60%70%80%90%100% ANSWER CHOICES RESPONSES Vail Av on Not Applic able Triple Bypass 2021 Rider Survey 10 / 20 68.59%1,131 27.71%457 2.67%44 1.03%17 Q10 Responsiveness of Triple Bypass staff prior to the event Ans wered: 1,649 Skipped: 27 TOTAL 1,649 Excellent Goo d Okay Poor 0%1 0%20%30%40%50%60%70%80%90%100% ANSWER CHOICES RESPONSES Ex cellent Good Ok ay Poor Triple Bypass 2021 Rider Survey 11 / 20 71.01%1,171 2.85%47 19.16%316 6.37%105 8.73%144 Q11 How did you hear of the Triple Bypass Ride? Ans wered: 1,649 Skipped: 27 Tot al Respondent s: 1,649 Fr iend/Word o f M outh Onl ine Adver tisement Team Evergreen or Tripl e... Social M edia Other (please specify) 0%1 0%20%30%40%50%60%70%80%90%100% ANSWER CHOICES RESPONSES Friend/Word of Mouth Online Advertis ement Team Evergreen or Triple Bypass webs ite Social Media Other (please s pec ify) Triple Bypass 2021 Rider Survey 12 / 20 7.50%123 35.16%577 18.53%304 19.38%318 19.44%319 Q12 How much did you spend on lodging, gas, food and/or other miscellaneous items during the Triple Bypass, not including your registration? Ans wered: 1,641 Skipped: 35 TOTAL 1,641 $0$0$0$0$0 $1-$200$1-$200$1-$200$1-$200$1-$200 $201-$400$201-$400$201-$400$201-$400$201-$400 $401-$800$401-$800$401-$800$401-$800$401-$800 $8 01+$8 01+$8 01+$8 01+$8 01+ ANSWER CHOICES RESPONSES $0 $1-$200 $201-$400 $401-$800 $801+ Triple Bypass 2021 Rider Survey 13 / 20 Q13 If you paid for lodging BEFORE the event, where did you stay? Ans wered: 1,616 Skipped: 60 None of the abo ve Evergreen/Fr ont Range Vail Avon/Beaver Creek Other Did not pay for lodging In my own bed Ever gr een/ 0%1 0%20%30%40%50%60%70%80%90%100% Triple Bypass 2021 Rider Survey 14 / 20 0.00%0 13.24%214 8.97%145 2.66%43 14.73%238 60.40%976 0.00%0 0.00%0 TOTAL 1,616 ANSWER CHOICES RESPONSES None of the abov e Ev ergreen/Front Range Vail Av on/Beaver Creek Other Did not pay for lodging In my own bed Ev ergreen/ Triple Bypass 2021 Rider Survey 15 / 20 Q14 If you paid for lodging AFTER the event, where did you stay? Ans wered: 1,564 Skipped: 112 None of the abo ve Vail Avon/Beaver Creek Evergreen/Fr ont Range Other Did not pay for lodging 0%1 0%20%30%40%50%60%70%80%90%100% Triple Bypass 2021 Rider Survey 16 / 20 0.00%0 20.78%325 6.33%99 5.18%81 13.11%205 54.60%854 TOTAL 1,564 ANSWER CHOICES RESPONSES None of the abov e Vail Av on/Beaver Creek Ev ergreen/Front Range Other Did not pay for lodging Triple Bypass 2021 Rider Survey 17 / 20 39.65%452 21.32%243 24.30%277 14.74%168 Q15 How many nights did you stay? Ans wered: 1,140 Skipped: 536 TOTAL 1,140 1 2 3-5 Over 5 0%1 0%20%30%40%50%60%70%80%90%100% ANSWER CHOICES RESPONSES 1 2 3-5 Ov er 5 Triple Bypass 2021 Rider Survey 18 / 20 66.93%1,093 33.07%540 Q16 Do you plan to participate in 2022? Ans wered: 1,633 Skipped: 43 TOTAL 1,633 Yes No 0%1 0%20%30%40%50%60%70%80%90%100% ANSWER CHOICES RESPONSES Yes No Triple Bypass 2021 Rider Survey 19 / 20 89.48%1,012 10.52%119 Q17 If yes, which course? Ans wered: 1,131 Skipped: 545 TOTAL 1,131 Tr ipl e - from Evergreen Double - from Georget own 0%1 0%20%30%40%50%60%70%80%90%100% ANSWER CHOICES RESPONSES Triple - from Ev ergreen Double - from Georgetown