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HomeMy WebLinkAboutSnowsports Museum_EE 2022 Event RecapEvent/Program Recap: Through the Lens Education & Enrichment Category Wednesday, April 13th Through the Lens: 1/26, 2/19, 3/2, 3/16, 3/23 Jen Mason Phone: 970-476-1876 jen@snowsportsmuseum.org 2 Overall Event or Program Highlights & Successes 3 •List the top 4-6 successes you want to share with the CSE •We had 80% of the shows sell out and many guests watched virtually •We were able to have various speakers from all over the world connect at the same time to present •Videos of our series continue to gain traction on youtube •2021 videos on youtube continue to see a high number of views •The TTL Series allowed guests to bring the museum into their homes and gave them something to participate in. Program Impact, Testimonials & Observations 4 •We found our attendees were excited to have something to look forward to and participate in. For one event,we sold out of in-person tickets, and had over 40 people viewing online. People viewing virtually could chat directly with the presenters via an online chat feature, and the presenters were answering real- time questions. The attendees were able to interact as a forum that normally wouldn’t come together –in person and virtually. •General feedback was positive -If guests couldn't attend in person, they would stream it from home. •We received many donations during each TTL presentation, ranging from $10- $500. COVID-19 Impacts 5 •Describe the changes made to the event due to the COVID-19 pandemic. In 2021, the event was virtual for the first time in history -typically we do it in person, but due to covid that was not possible. This year, we did it hybrid –in person and virtual. •We have learned to ability quickly with the ever changing environment, our January program had to be postponed to mid March which was a busy program week in March. •We learned that attendees reacted positively to the series going virtual. They requested we do it moving forward as well (live streaming). •What were the biggest challenges cause by the COVID-19 pandemic. We were challenged to continue our Through the Lens series. Through the collaboration and support of many, we were able to open successfully within local guidelines, and continue our annual series. •Our attendees loved the virtual series, and we will be continuing it moving forward Estimated Attendance Results 6 •Estimated attendance: Each event was ticketed as well as streamed online (complimentary) -In person tickets were limited to 55 total, and a few of our shows sold out and had a high number of online viewers •Number/percentage of people who came specifically for event/program: 100% of attendees were there for the Through the Lens series. We would also capture walk-in traffic. •Number/percentage of people who attended the event last year: 2021 TTL was virtually presented –this year we saw an increase in in-person attendance, compared to years prior. Estimated Attendee Profile Results 7 •Where did attendees come from? (local, regional, out of state, international): Most of our attendees were local, we did have folks from Utah and other states. Additionally, we would capture guests that were visiting Vail and staying here for a week +, and they would come to the museum during the day, learn about our event, and then come back specifically for the event. * Our online attendees, were from mainly the front range or the Northeast. Estimated Spending Results 8 This year, with the virtual and in-person aspect –we budgeted for professional audio/video service (due the success seen in the previous year with the series going virtual), food and beverage for the events, and marketing/advertising for the event. $500 per event ($3,000 total) -Audio/Video service $1,202 total –Food, beverages, supplies $350 per event ($2,100 total) –Marketing and advertising (print and digital) $2863 –ticket sales $2125 –donations NPS (Net Promoter Score) 9 Attendee Response: How likely is it that you would recommend this event/program to a friend or colleague? It’s difficult to quantify --but the general response was that they are looking forward to the series being in-person and streamed online. Many said they look forward to telling their friends/family about the series. We estimate our Net Promoter Score to be around 9 or 10; what we offer is unique, and most are loyal customers. We find most of our attendees are satisfied, and continue to participate and tell others. 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 10 •How did the event/program exceed expectations? We were thrilled to host the series in person and virtually, especially after the success we had virtually during covid •What are areas for event/program improvement? A few areas for improvement we think that would improve the event are expanding our marketing reach, and broadening our audience (not limited to skiing/snowboarding, but brining in Nordic skiing speakers, for example). •How did this year’s event/program compare to last year? This year we hosted the event virtually and in-person, as well as recorded our series and posted them on Youtube. Vail Brand Compatibility The Premier International Mountain Resort Community 11 •How did the event /program support the Vail Brand? Our Through the Lens series supported the Vail Brand by celebrating Snowsports stories with high caliber speakers that focus on Snowsports stories throughout the state and internationally. With our Olympic program we clearly brought in an Internationally Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 12 •How did the event/program impact Vail’s sense of community? The Through the Lens series impacted Vail’s sense of community by highlighting the history and stories of the people that were a part of starting Vail and other Colorado surrounding communities. Even though we couldn’t be together in the museum, we had attendees interacting online with the speakers during their presentations. Topline Marketing Efforts 13 •What are the top 3 successful marketing tactics, executions or results from your event/program? 1.Social media platforms -we could reach a broad audience 2.In Person museum traffic -captured folks that may not know about us/our social media presence. 3.Networking, including: The 10th Mountain Descendants group, ski clubs and organizations across the country -those in the industry tend to tell others about us, support us, etc. •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 14 •How do you see the event/program evolving next year? For our next Through the Lens series, we plan to host the event in person, as well as virtual, like we did this year.By doing it both in person and virtual, it will expand our reach. If someone misses it, we can send them the recorded videos and they can still feel like they were a part of it. •What sponsors do you plan to target next year? (Including existing and potential sponsors) For sponsors for the next series, we will go back to a food/catering company, a spirits sponsor, etc. •How will you leverage media exposure and extend the marketing reach next year? We plan to leverage media exposure and market the series by using our existing channels, and continuing to spread the word through the Museum. Sustainability Efforts 15 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? This year, we did our best to be environmentally friendly, and focus on covid- safety.We do our best to encourage guests to bring reusable water bottles, and only served food/beverages out of reusable and compostable cups •What waste reduction methods were used during your event/program? When we host in person events, we separate out recyclable materials from trash waste. •How could you improve on sustainability efforts for next year’s event? We are no longer using disposable or compostable plates, we are using actual dinnerware and silverware. 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, Event Budget Snapshot 16 *Event producer to attach detailed budget for recap Item $ Total Event/Program Budget:$29,405 CSE Funds:$7,000 Cash Sponsorship (not CSE):$3,120 In-kind Sponsorship:$13,600 Marketing Budget:$2,905 Profit & Loss:($5,685) How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Operations and Marketing Additional Information/Appendix 17 Additional Information/Appendix 18 Marketing Plan: -Marketing materials were handed out throughout the snowsports season, were put in membership renewal packets, and in museum-gift shop purchases. -The Vail Daily was a combination of paid ads and stories on the Through the Lens Series. -With our program with Matt Renoux on the Olympics it became a spring board for 9NEWS to use the Museum as hits on the early morning show during the Olympics Additional Information/Appendix 19 Social Media/Marketing: -No paid promotions were used for our programs and we still hit a high reach -Our greatest reach was 9.4k views on Facebook -One way we achieved these goals, was by sharing our events in FB groups of like topics to the snow sports industry -We had great success sharing with: •Elite Skiing •FIS Alpine World Cup •US Ski & Snowboard Team •Colorado Ski and Snowboard Not only was our reach high, but the regions we reached was also diverse, as noted above