BACKGROUND • General Manager CEI • Bike Park SLT - Sponsorships • BCom – Marketing, University of Alberta • Moved to Whistler to ski… • Started as a volunteer w Crankworx in 2005 • Responsible for growing and evolving the Crankworx brand • Seek out new Crankworx opportunities
TOPICS • Building a Brand – WB Consumer Journey • Concept of Community • Whistler Mountain Bike Park Communities • Successes • Crankworx – Our Ultimate Community • Crankworx Purpose • Successes • Conclusions
CONSUMER DECISION JOURNEY
COMMUNITY…. “ a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists”
WMBP COMMUNITIES…. • Women’s Nights / Men’s Nights • Phat Wednesday • DFX Race / DFX Club • Passholders ( Season Pass / Triple Play Cards ) • Partners/Sponsors • Staff
BRIEF HISTORY • 11 years, 5 years in Colorado, 3 years in Les 2 Alpes France, and new in 2015 Rotorua , New Zealand • Borne out of Summer Gravity Festival & Joyride Bike Festival • Founded in partnership by the Resort Municipality of Whistler ( local gov’t), Tourism Whistler & Whistler Blackcomb ( loss guarantee)
STRUCTURE • GM, Sponsorship Manager, Communications Manager and Logistics Manager • Executive Producer / Event Consultant (Contractor) • Sponsorship Sales Team (Endemic / non - endemic) • Expo Sales person • Operations (YR Events staff) – Operations manager • Administration (volunteer team, logistics, signage, marketing fulfillment) • Suppliers: A/V, Production, Timing, Construction (Partner and WMBP) • Branding/Web Design, Mobile Contractor • WB: Finance, HR, Patrol, Lift Ops, Maintenance, Legal
EVENT PURPOSE • S howcase Whistler • Drive visits • Non Profit Event – Funding : sponsorship, expo, registration, RMOW • 2008 Change in Ownership • Crankworx Les 2 Alpes / Rotorua
EVENT STAKEHOLDERS • Whistler Blackcomb • RMOW • Local Business • Partners/Sponsors/Media • Athletes/Participants • Fans/Audience • Exhibitors • Staff/Volunteers
CRANKWORX WHISTLER 2014 • 135,000 unique visitors • 346,702 total audience • Busiest Week Ever in Whistler Mountain Bike Park • 342,465 webcast views • 3 ,000,000+ Official VOD views of • 300+ accredited media • $ 16 ,045,188 Ad - equivalency PR value • 11 ,300,000 pre - event media impressions • $ 1 ,000,000 in pre - event media generated from media partnerships
ECONOMIC IMPACT STUDY - 2010 Conducted by: Canadian Sport Tourism Alliance Number of Share Individuals days attended Local 24 % 32,723 6.3 Domestic 48 % 68,124 4.4 International 28 % 38,970 5.5 Total Attendance 100 % 139,817 5.1
ECONOMIC IMPACT STUDY - 2010 Conducted by: Canadian Sport Tourism Alliance Sameday Domestic International Total Package (stay & ride) $0 $344,243 $166,412 $2,010,655 Accomodation $0 $1,942,062 $2,487,996 $4,430,059 Bike Park $56,130 $199,262 $224,200 $479,593 Other Rec & Ent (Spa) $287,659 $570,368 $864,373 $1,722,400 Food & Drink (incl rest, groc, bars) $969,516 $1,929,364 $1,882,904 $4,781,785 Shopping in Whistler ( souvenirs, merch ) $364,900 $827,900 $1,637,653 $2,830,453 Own vehicle $298,579 $284,105 $314,895 $897,580 Other Transport (in Whistler) $80,172 $93,970 $161,830 $335,972 Total $2,056,956 $6,191,275 $9,240,265 $17,488,495
ECONOMIC IMPACT STUDY - 2010 • $ 44 . 9 million of economic activity • $ 22 . 9 million in Net Econimic Activity ( GDP ) • $ 11 . 3 million occurring in the Whistler • $ 16 . 7 million in wages and salaries • $ 22 . 8 million having occurred in the Whistler • $ 11 . 8 million in tax revenues • $ 5 . 3 million in federal tax revenues • $ 4 . 0 million in provincial tax revenues • $ 2 . 4 million in municipal taxes • $ 1 . 7 million in municipal taxes in Whistler
CRANKWORX WORLD TOUR 2015 KEY OBJECTIVES: • Greater opportunities for Content and Distribution • Leverage the Series • All Roads Lead to Whistler
CONCLUSIONS • Invest • Leverage • Provide
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