COTTONWOOD – Hezekiah Allen of the Cottonwood Parks and Recreation Dept. presented a review of this year’s Thunder Valley Rally event at Tuesday’s City Council meeting.
Allen compared and contrasted 2015 and 2016 event statistics in a PowerPoint presentation and provided the following data:
2015 - $7,275
2016 - $13,850 (90 percent increase)
2015 - $6,740 (350 Riders)
2016 - $8,440 (423 Riders) - 20 percent increase
2015 - $11,885
2016 - $10,482.20 (12 percent decrease)
Bar Sales Collections
2015 - $11,745.34
2016 - $13,077.01 (11 percent increase)
Sold motorcycle bands = $23,753/$10 = 2,375.30 * 1.7 = 4,038 guests
Sold concert passes = $14,832/$5 = 2,967 guests
Non-paid attendees estimate = 1500 (Missed bikes/free attendees)
Total = 8,505 guests
2015 = 1,300
2016 = 1,611
Kiwanis - $740
Girl Scouts - $295
Cheerleaders/Flip - $1,200
V.V. Fairgrounds - $2,045 (went from 12 – 38 rented spots)
OTA - $9,421.58
Steps to Recovery - $6,750.11
Cottonwood Fire Department - $1,700
Military Service Park - $6,000
Mingus Wrestling - $5,975.80
Total = $34,127.49 for 2016 ($26,652.51 for 2015); a 28 percent increase
Adjusted net = (108,681.34)
Adjusted net = (36,183.50)
Economic Impact Study
Sample population = 100 + respondents
Population = 8,505 in attendance
Unit of Analysis = Program attendees
Survey data was collected in accordance to EPSEM (equal probability of selection method) Simple Random Sampling
In 2016 out-of-Verde visitors accounted for 64.7 percent of all visitors or 5,503 visitors. The difference between 2015 and 2016 is a difference of 1,495 attendees. Therefore, in 2016 the total direct impact and subsequent impacts are smaller than 2015 based solely on the population estimate.
2015 - $20,000
2016 - $25,600
Regional Economic Impact
The total impact for 2016 is $1,312,000, less than $1,718,000 in 2015. The difference between the years is most probably entirely the result of the difference in population estimates between the years. In 2015 the estimate was 10,000 attendees, of whom 65.8 percent or 6,579 were considered out-of-Verde visitors. In 2016 the population estimate was 8,505 determined by actually measurements.
Law Tigers, Budweiser, Yavapai B., Grand Canyon HD, Pepsi, Burning Tree, Red Rock Collision, AZ North. Equipment, MMA (New), Indian (New), D&K Service, Cycles & ATV, Cottonwood Motorsports, Yavapai Fence, Main Stage, Nice Jons, Taylor Waste, AZ Biker Information Guide, 93.9, KSLX, Tito’s Handmade Vodka, and Affinity RV.
2015 - Total cash sponsors: $14,500
2016 - Total cash sponsors: $21,500 (48 percent increase)
Five Year Plan
• Develop, sustain, and grow regional partnerships.
• Attendance of 10,000-15,000 guests.
• Continue to grow in regards to traffic driving national acts.
• Expand to two - three full days after consecutive successful events shown to boost Verde Valley revenues.
• Attracted national vendors.
• Inspire Thunder Valley Rally to be a nationally recognized event branding Historic Old Town Cottonwood as a destination.
• Develop a staggered growth plan that anticipates outgrowing Old Town.
2016 Thunder Valley Rally Goals
• Operate a smooth, safe, and economically impactful event illustrated by guest input, and post reviews.
• Grow attendance by 10 percent shown through a public works traffic count system, hotels and estimates.
• Obtain additional large scale sponsors by 10 percent.
• Develop more quantitative analysis measures determining performance standards.
• Close the debt loss gap by 50 percent.
• Diversify offered programs/attractions by adding fiscally responsible events.
• Provide opportunities for local businesses to garner additional foot traffic.
• Streamline/perfect parking, transportation and restrooms.
• Diversify and add revenue sources.
TVR Committee Members
Christopher Robin (Partner Main Stage), Becca Riffel (Partner Main Stage), Terence Pratt (Cottonwood City Council), Randy Garrison (Cottonwood City Council), Dennis Ward (Cottonwood Motorsports), Kyle Rose (Grand Canyon Harley Davidson), Mitch Levy (Burning Tree Cellars), Robert Moellman (Law Tigers), Karen Vernetti (D&K Service, Cycles & ATV), Rose Ortiz (Verde Valley Toy Run, Lizzy Dickens (MMA), and Chris Pratt (Community Member).