Event Recap: Living At Your Peak Commission on Special Events (Presentation Date) October 15, 2012 Photo by Jack Affleck.

Event Recap: Living At Your Peak

Commission on Special Events

(Presentation Date) October 15, 2012

Photo by Jack Affleck

Living At Your Peak: September 13-15, 2012

First year event hosted by Vail Symposium (Now: DiscoverWell™)

Office: 970-926-2470

Mobile: 508-395-5473

[email protected]

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Vail Brand Compatibility

“Premier International Mountain Resort Community”

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Compatibility based on Vail’s Brand Diagram: (examples of compatibility)

Activity Mindset

Health/Wellness Calm/relaxed

Healthy Eating Vitality / Healthy Living

Fitness Energetic/Vivacious

Outdoor Recreation Participate/active

Sports Live life to fullest

Hiking Engaged/connected

It’s clear that the vision and the execution of our Health, Fitness and Longevity Summit intersects with Vail’s brand vision and the mission of attracting health conscience people to Vail.

Event Strengths & Weaknesses

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• Exceeded expectations: The first year event far exceeded the expectations of all involved. The quality of the presenters was there from the start, but the connections made from presenters becoming students, sitting side by side with their colleagues, created an environment for learning, questioning and gaining self-awareness. Many attendees commented on this event being a life changing experience.

• Measures that could be taken for event improvement: Logistics were challenging first year. It didn’t negatively impact the experience of our attendees, but a lot was learned for improvement in subsequent years.

Event Budget

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• Total event budget: $195,000

• CSE funds: funds provided by Town of Vail - $25,000 funds provided by VLMD - $10,000

• Profit and loss: Profit of $6,000

• Funding utilization: infrastructure, marketing, food & beverage, audience acquisition

• In-kind sponsorship: $42,000

• Cash sponsorship: $104,000

Estimated Results

Attendance Numbers

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• Estimated attendance:

• Full program attendance (includes speakers & sponsors) 68• Friday full program 17• Saturday full program 16• Friday general session 102• Keynote 118• Saturday 102

• Total Participants 423

Estimated Results*

Demographic Profile

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• Attendees came from (local, regional, out of state, international):• 101 Full program attendees• 34 Non-locals 34%• 16% 2nd Home Owners• 18% Out of Town

• Including all sessions, total attendance was 423

• Average age and income bracket of attendees: (no data available)

* Based on survey results.

Estimated Results*

Event Attendee Estimated Spending

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• Lodging:• % attendees stayed in Town of Vail: 18%• Average amount spent on lodging/day: $225• Estimated room nights booked due to event association: 32

• Dining: All lunches held in Vail restaurants – Sweet Basil, Kelly Liken, Terra Bistro, Ludwigs. Dinner at Eagle’s Nest and Four Seasons

• Shopping: Shopping and other activities were encouraged through the Vail Valley Partnership website as a link on our website.

• Other Activities:

* Based on survey results.

Estimated Return on Investment (ROI)*

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• Additional Town of Vail spending event generated:

• Ratio of increased revenue to amount of funding received:

• Additional sales tax revenue generated by event accrued to Town of Vail:**

NO AVAILABLE DATA

* Based on survey results.** Town of Vail sales tax = 4%. Lodging tax = 5%

Visitor Intent to Return

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Satisfaction ratings:

• Exit Survey after interactive sessions and general sessions

• 39 questions asked

• 403 total responses to all questions

• 89% Excellent or Good responses

Topline Marketing Efforts

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Marketing Plan DRIVE TRAFFIC CREATE A BUZZ PROMOTE VAIL SELL LIFESTYLE BE BOLD

Website/Branding Develop “Living At Your Peak” as a recognized brand

- Develop a website that highlights the key differentiators of the event and elevates its value proposition to potential event attendees.

Advertising Trade

- Identify local/ front range media for limited media buys - Select 3-5 markets and 2-3 media opportunities

Public Relations - Release an ongoing stream of press releases focused on thematic pitch stories to the media

Distribute personal invitations to local, regional and national media. Social Media/Online PR Work Facebook and Linkedin Postings on Health and Fitness sites Use the best personal trainers in Vail, Denver and target markets to email their clients Grassroots Use existing network for referrals Private club newsletters

- Reach out to local and national organizations with websites, event calendars and e-newsletters and ask them to help us promote the event.

- Create a toolkit that event presenters and sponsors can use to promote the fact that they are participating in the event

Community Contribution

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• Impact on Vail’s sense of community:

From the moment our internationally and nationally renowned presenters, as well as our attendees (both local and out out-of-towners) arrived at the poolside reception at the Four Seasons, on a beautiful fall evening, the atmosphere was set for the next two and a half days. Our presenters arrived to hugs rather than handshakes, and the smiling never stopped. We provided what Vail provides. A passion for life, people, health, wellness, and the outdoors as both our classrooms and our backdrop. The pride of, and in, our local athletes, docs and researchers who were showcased throughout the event was wonderful. Our presenters came without hesitation--to Vail and to what we, as community members, envisioned for making a difference in the field of health and wellbeing.

Sustainability Efforts

Green Measures

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• All events were held in the hotels and restaurants of Vail, and to the extent that they all engage in sustainability within the community, our green efforts were realized.

Additional Information

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"Living At Your Peak" Summit Budget Actuals as of 9/26/12

Revenue BUDGET Sponsors DollarsPresenting Sponsor -$ Town of Vail 25,000.00$ Corporate Sponsors 104,841.00$ Vail Local Marketing District 10,000.00$

Town of Vail funding 35,000.00$ Town Total 35,000.00$ Sponsor Sub-total

Ticket Sales - full 2-day at $1000 and 1-day at $549 51,627.00$ Triumph Development 5,000.00$ Ticket Sales - Keynote - at $50 1,450.00$ Colorado Access - Depression Ctr. 2,500.00$ Ticket sales - Spouse - at $300 600.00$ Vitality Center 5,000.00$ Ticket sales - General Session - at $35 1,600.00$ The Biegler Foundation 4,000.00$

Tix Sales Sub-total 55,277.00$ Wendy & Paul Raether 2,500.00$

Total Cash Revenue 195,118.00$ Udi's 5,000.00$ HealthONE 25,000.00$

Vail Summit Orthopedics 10,000.00$ Steadman Clinic 10,000.00$ Vail Valley Medical Center 25,000.00$ PGA Tour 5,000.00$

Expenses Opedix 5,000.00$

Event Planner 37,200.00$ Corporate Total 104,000.00$

Speaker Benefits-Cliff,Josiah,Ellen 3,550.00$ Grand Total 139,000.00$ Keynote speaker 35,000.00$ Human Performance Lab testing 500.00$ Vail Beaver Creek Magazine 2,970.00$ AV and Tech 8,766.00$ (in-kind)Publicity, Advertising, Promotion 39,749.00$ Web development 5,022.00$ Signage 175.00$ Air and Travel 5,569.00$ Hotel venues (in kind) -$ Marketing BudgetSaturday entertainment 7,349.00$ CSG Fee 8,000.00$ Meals - Speaker breakfasts (no charge) -$ Press Releases 6 at $400 2,400.00$ Lunch 9,086.00$ Misc. 1,500.00$ Dinner 18,607.00$ Ad Development Cost 4,266.00$ Breaks 4,570.00$ Invitation (production, printing, mailing) 4,300.00$ Thursday reception-Four Seasons 5,192.00$ Credentials 800.00$ VIP Cocktail Parties (2) Sebastion/Eagle's Nest 2,418.00$ Bravo Ad 2,350.00$ Sponsor and Speaker comp meals 1,982.00$ Program Guide-development 2,300.00$ Volunteer and Other meals 1,000.00$ Program Guide-Printing 800.00$ Forest Service Permits 5280 Magazine - ad 5,000.00$ Photography 700.00$ On-line advertising 500.00$ Video documentation -$ Promo Swag 2,550.00$ Equipment Rentals - Bikes, etc. -$ Volunteer shirts - 80 @ $10 816.00$ Credit Card Fees 1,514.00$ Bike shirts 782.00$ Misc. 964.00$ Vail Beaver Creek Magazine 1,000.00$

Total Expenses 188,913.00$ Vail Luxury 2,385.00$

Total 39,749.00$ Total Cash Net 6,205.00$ Budget 40,000.00$

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Attendee Recap

Town of Vail

"Living At Your Peak" 2012 Attendee Numbers

Registrants Total 2nd Home Owners Out of Town Total Non-Locals %

Full Program Attendance - includes Speakers & Sponsors 68 13 16 29 42%Friday Full Program 17 2 2 4 23%Saturday Full Program 16 1 1 6% Total Full Program Attendees 101 34 33%

Friday General Session 102Saturday General Session 102Keynote 118

Total Participants 423