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HomeMy WebLinkAbout03. e. FINAL 2021 Vail Veterans Program Event RecapFebruary 2, 2022 Vail Veterans Program: 2021 Programs Education & Enrichment Category Winter Programs: January-March 2021 Sarah Heredia Phone: 720.936.9389 sheredia@vailveteransprogram.org 2 Vail Veterans Program wrapped up a successful Winter season of hosting 14 wounded veterans, 19 spouses/military caregivers, and 28 children through six individual family programs.While our 2021 Winter Programs may have looked different than in the past as a result of the COVID-19 pandemic, the impact of these events on the lives of our nation's heroes was equally as transformational. Through each individual family program, participants increased their confidence and independence, experienced immense emotional and physical healing, and benefitted from the opportunity for family reconnection activities in the Rocky Mountains. Winter Program: Vail Snow Days: December 2-5, 2021 Sarah Heredia Phone: 720.936.9389 sheredia@vailveteransprogram.org 3 VVP hosted 4 wounded veterans and their families for Vail Snow Days, an annual celebration to kick off the winter season. It was an incredible weekend of music featuring Dierks Bentley and Nathaniel Rateliff and the Night Sweats. Military families enjoyed their time in Vail while reconnecting and creating memories to last a lifetime. Winter Programs Brothers for Life: December 12-18, 2021 Sarah Heredia Phone: 720.936.9389 sheredia@vailveteransprogram.org 4 In partnership with Brothers for Life and Steadman Philippon Research Institute (SPRI), Vail Veterans Program (VVP) welcomed 7 injured Israeli veterans and 2 VVP alumni to Vail, CO for a week of healing in the Rocky Mountains. The Israeli participants gained confidence on the ski slopes, enjoyed group meals together and received physical assessments from SPRI. Overall Event or Program Highlights & Successes 5 •Resumed in-person programs hosted in Vail with 58 wounded Veterans, 46 caregivers/ family member or spouses, and 30 children in 2021. •Caregivers and Veterans Fitness Challenge, app-based opt-in programs, engaged 40 caregivers and vets to make mental and physical health and self-care a priority, while also connecting with and supporting one another. •June 2020 –January 2022: $232,622 in direct support of Emergency Financial Assistance, Mental Health and Wellness, Military Caregiver Support, Family Experiences, and Educational Experiences in response to the pandemic and to continue supporting our vets. •Key partnerships with Vail businesses (lodges, restaurants, outfitters, Steadman Philippon Research Institute, Vail Resorts) provide unique offerings for our nation’s vets and ongoing community support. •January-March 2021 Programs: 100% alumni participation. Program Impact, Testimonials & Observations 6 "I cannot thank Vail Veterans Program enough. This year has been so different and has impacted everyone differently. Personally, I went through extensive surgeries, was medically retired from the Army, moved cross country in the middle of the pandemic, started a new career, tried to put down roots while establishing all my medical care in a new system, all while preparing to welcome our next child, keep our other two kiddos alive, and offer my wife the support she needs. Needless to say, it’s been a lot. Being able to come to Vail this year was amazing. It was as if all of the craziness was temporarily put on hold, and we just had fun! The boys are calling it their snow adventure! Individually, it was so great to find something I enjoyed so much. Since my injury, I’ve had to eliminate/avoid/alter so many physical activities. Working with Scott, my instructor, I was able to progress from falling down the slopes to truly enjoying my time on the ski bike. Since we’ve been home, I’ve been researching how to get my own ski bike! None of this new direction, which feels like a new lease on life, would have happened without VVP and its donors! I cannot adequately express the amount of gratitude within my heart." -2021 Winter Family Program Participant, U.S. Army Captain, Patrick O'Donahue (Ret) Program Impact, Testimonials & Observations 7 "When we realized my husband was quadriplegic from an injury in Afghanistan, and I would need to stay home to be his full-time caregiver, we have never been so terrified to face the future. This Vail Veterans Program (VVP) ski trip was our first family vacation and the first time my children had ever been in snow. It was the most amazing family bonding experience! My husband was so proud to show the children what he could do and to watch them quickly build their confidence on the slopes. I don't know how to explain how powerful it was for my husband to feel like a: 1) "normal" father to be able to share this unique experience with his children as a family vacation and 2) a "normal" husband who could romance his wife with the backdrop of the snow-covered mountains. Not only were we able to share memories as a family we never would have been able to otherwise, but VVP allowed me personally to participate as a mom and a wife -not just as the needed caregiver. I will forever be grateful to VVP for the memories we created as a family." -Shannon Tuimalealiifano, 2021 Winter Family Program Participant and Caregiver to U.S. Army Sergeant First Class, Sualauvi Tuimalealiifano COVID-19 Impacts 8 •VVP staff worked closely with local public health officials throughout 2021 on measures to manage the safety of attendees, staff and community members to minimize the spread of Covid. Group attendance was reduced to approximately 50 percent of normal. •Learnings: Smaller group sizes allow for a managed return to normal participation levels. The need for support for military families has only grown with increased burdens during Covid, and the experience of nature and the outdoors in Vail offers many different freedom from pandemic-related restrictions. •Challenges: The pandemic has demonstrated the critical need to maintain and further programming to ensure our Veterans have access to mental health and wellness programs to keep living their lives; connection with other vets; alleviate some caregiver burden; and offer support with basics (groceries) for vets and families. Resuming programs in person and virtually is vital to providing a system of support while military service during the pandemic has not ceased. Testimonial Covid Protocols: “I am SO thrilled to see these [vaccination and health acknowledgement] protocols -thank you! I know this has not been fun and that veterans can be "challenging" in this area -it has really hurt our access to VA care -so I want you to know I am truly relieved and grateful. Currently living with old, declining parents in Florida so this means a lot to me personally.Can't wait to get out there with you all!” -2022 Winter Program Participant, U.S. Air Force Major (JAG), Gloria A. Downey (RET) Estimated Attendance Results 9 •134 Total Attendance in 2021: •58 Wounded Veterans •46 Spouses/ Caregivers •30 Children •Percentage of people who came specifically for event/program: 100 percent •Percentage of people who attended the event last year: We successfully hosted six in person programs in winter 2021 with social distancing and Covid protocols implemented. Estimated Attendee Profile Results 10 •Where did attendees come from? (local, regional, out of state, international): •Out of State: 94% •Regional: 4% •Local: 2% •Primary areas include: Texas, California, and Washington, D.C. Metro Area. Estimated Spending Results 11 •Estimated average spending per person in Vail •Dining: $800 per person •Shopping: $75 per person (Adult-not in budget) •Lodging: $1,200 per person (100% stayed in Vail). •Other Activities: $2,100 per person (recreation, childcare, ground transportation, instructors tips) •Total average spending per person: $4,175 per person •Approximate Town of Vail spending the event/program generated: $392,450 (94 attendees x 4,175= $392,450) NPS (Net Promoter Score) 12 Attendee Response: How likely is it that you would recommend this event/program to a friend or colleague? •100% of program participants are likely to recommend this program and returning to Vail. 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. Event Strengths & Weaknesses 13 •How did the event/program exceed expectations? •100% achieved goals they set prior to attending. •98% have a more positive outlook on life and increased confidence. •96% discovered new coping mechanisms to face future challenges. •84% set new goals for a more healthy lifestyle, mentally and physically. •Vail Adaptive Ski & Snowboard School teaches vets skills to successfully ski and ride on their own post-injury, or return to the sport enjoyed before their injury. Event Strengths & Weaknesses 14 •What are areas for event/program improvement? •Throughout Covid, Vail Veterans Program worked closely with partner military hospital staff to remain on the cutting edge of current needs of wounded Veterans to ensure the quality of programming provides healing, confidence-boosting experiences to regain aspects of their lives, now compounded by Covid complexities. It became clear that these vets needed time away, and VVP was able to create a safe manner in which to maintain in person programming. •VVP maintains connection and frequent communication with other military programs to raise awareness of the distinctive elements provided in Vail in partnership with our community. No other organization has the ability to react as swiftly as VVP and provide necessary services to vets immediately. Event Strengths & Weaknesses 15 •How did this year’s event/program compare to last year? •In 2021 VVP provided Our Mission Continues (OMC) Grant Programs, Virtual Programming, Individual Winter Programs and Black Mountain Family Ranch. Four group programs, Winter Family, Winter Mountain Adventure and Summer Family, were canceled due to the pandemic, as well as Caregivers Programs. •For 2022, all VVP programs will be back including: Winter Family Program, Winter Mountain Adventure, Caregiver Retreat, Summer Family Program, Golf in the Rockies, and Caregiver Reunion. Vail Brand Compatibility The Premier International Mountain Resort Community 16 •How did the event /program support the Vail Brand? •Media coverage featured the unique aspects of the outdoor Vail experience, our community’s warm hospitality, and on hill learning opportunities that transform the lives of our vets. •VVP’s newsletter exemplifies how programs in Vail promote healing and recovery. Newsletter reaches 4,000 subscribers, including 908 program participants. •The name “Vail” is synonymous with healing and is more than just a place to our vets. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 17 •How did the event/program impact Vail’s sense of community? •In the midst of the pandemic the Vail community remained steadfast in its financial and in-kind support of the program, constantly seeking opportunities to support wounded vets in new and unique ways. •SPRI’s local orthopedic surgeon, Dr. Matthew Provencher, and Vail Veterans Program, partnered to raise funds and bring wounded Israeli soldiers to Vail, and introduce them to fellow wounded soldiers for healing and outdoor recreational therapy on Vail Mountain. The group experienced the welcoming nature of being a guest in Vail. •Every hotel, restaurant and venue, went above and beyond to welcome attendees and their families and let them know they are part of the Vail family. Participants were astounded by the authenticity and graciousness of our community. •A positive outcome of Covid allowed for new partnerships with Vail businesses to keep attendees socially distanced, providing take out meals, services and other locally sourced offerings. Together with our local business community, creativity prevailed. Topline Marketing Efforts 18 •What are the top 3 successful marketing tactics, executions or results from your event/program? •Vail Daily print support showcasing the experiences of our nation’s wounded vets and how the experience in Vail has forever transformed their lives. •Social media postings on VVP’s Instagram, Twitter and Facebook channels portraying the unique program experience for vets in Vail. •VVP website: Vail’s brand, Discover Vail, is hyperlinked on our site. •VVP newsletter highlights Vail as its hub. •VVP did not institute a marketing plan this year. Reinstituting programs was decided by the Board after hiring staff and giving careful consideration to timing and Covid impacts. January 2022 was the target date to resume all fully scheduled programs. Potential for Growth & Sponsorships/Media Exposure 19 •How do you see the event/program evolving next year? •Careful, measured resumption of programs allows for increasing participant numbers and reaching 100 percent attendance for all summer 2022 programs. High vaccination rates among attendees and all staff allows for more in person options. •What sponsors do you plan to target next year? (Including existing and potential sponsors). Town of Vail Vail Resorts Epic Promise Safeway Foundation Luke’s Wings Rumsfeld Foundation Slifer, Smith & Frampton Foundation Gary Sinise Foundation •How will you leverage media exposure and extend the marketing reach next year? Hosting in person group programs will allow for resumption of media coverage and attendance at events. Sustainability Efforts 20 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •VVP staff utilize secure online cloud-based platforms to share information and create online documents for program participants, eliminating most print needs. All required forms were scanned and photographed versus printed. •Participants utilized Epic Mountain Express shuttles to/ from Vail and in-town transportation (reducing emissions and eliminating parking needs). •What waste reduction methods were used during your event/program? •Providing QR codes to participants in place of printed ADA and Vail Mountain trail maps (no longer printed). •Utilizing china versus disposable F&B service items where possible. •All participants were given branded water bottles to bring to their daily activity. •How could you improve on sustainability efforts for next year’s event? •VVP is researching new platforms to move to app-based programs. Staff also seeks purchases with minimal shipping waste and prefers to buy locally. •VVP will continue work with hosts to complete BEOs, contracts and payments online, further reducing paper printing. 2021 Event Budget Snapshot 21 Item $ Total Event/Program Budget:$270,000 CSE Funds:$20,000 Cash Sponsorship (not CSE):$110,000 In-kind Sponsorship:$97,960 Marketing Budget:$4,200 Profit & Loss:N/A How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Program support: Vail lodging, meals, bowling, Vail logo gifts Additional Information/Appendix 22 •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 Budget 23 2021 Family Hosting Air 18,115 Child Care - Clothing 2,359 Gratuities 7,660 Ground Transportation 8,817 Lifts, Lessons, Equipment 82,888 Lodging 53,018 Meals 20,068 Recreation 101 Supplies 500 TOTAL Winter Family Hosting 193,526 Note: 2021 Family Hosting actuals includes vets and their families that came to Vail on an individual versus group program basis due to ongoing program changes due to Covid. 2021 Vail Daily Sponsor Thank You Ad 24 Thank you for your ongoing support! 25