HomeMy WebLinkAbout14. 2017 Special Events Brand Fit Scoring Grid 2017 Special Event Survey Recommendations
2017 Special Events Brand Fit Scoring Grid (2) (1)1/13/2017 - 1:39 PM PAGE 1 of 1
KEY Stand Alone Marketing/PR Supported events
Supporting events for mid week/fall
messaging
#Summer Events Start Date:2017 Funding
Allocated
Overall Brand
Fit
(Scale 1-10)
Drive Overnight
Guests
ambient = 1
destination = 10
(Scale 1-10)
Demographic Fit
(Scale 1-10)
Timing/Optimize
Calendar
(Scale 1-10)
Event
Scale/Attendance
Supports Marketing
Objective/Strategy
(Scale 1- 10)
Total Grid
Score
Persona
Dynamic Families
Super Boomers
Active Professionals
Actual Attendance per survey
results or event recap Comments
1 Bravo! Vail 22-Jun 258,661.00$ 10 9 10 9 7 8 53 SB, AP 57,000 Long standing event with potential to bring
Front Range and possibly OOS guests
2 GoPro Mountain Games 8-Jun 90,000.00$ 9 9 8 9 7 10 52 DF, AP 56,100 Long standing event with potential to bring
Front Range and possibly OOS guests
3 Vail Dance Festival 29-Jul 48,962.00$ 10 9 10 9 3 8 49 SB, AP 20,900 Long standing event with potential to bring
Front Range and possibly OOS guests
4 Vail Farmers' Market & Art Show 18-Jun 35,000.00$
8 5 9 8 10 7 47 DF, SB, AP 83,000
An ambient event with potential to support
messaging for Sunday Sleepover, but not as
stand alone overnight guest driver
5 Gourmet on Gore 8-Sep 60,000.00$ 10 8 8 8 6 7 47 SB, AP 45,000 Long standing event with potential to bring
Front Range
6 Vail Oktoberfest™ (LH & VV)8-Sep 60,000.00$ 9 7 9 8 7 7 47 DF, SB, AP 60,000 Long standing event with potential to bring
Front Range
7 Vail Jazz Festival 23-Jun 74,902.00$ 10 8 9 10 2 8 47 SB, AP 16,950
Long standing event with potential to bring
Front Range and as mid week support
message
8 Vail Craft Beer Classic 16-Jun 60,000.00$ 8 8 9 9 2 7 43 SB, AP NEW - guesstimate is 15,000 NEW One Day event with potential to bring
Front Range guests
9 Vail Kids Adventure Games 9-Aug 42,500.00$
9 9 9 8 1 6 42 DF 5,000 Good messaging to support brand, there is a
"new" component on Sunday open to all
10 Taste of Vail South America Fall Tasting 21-Sep 14,000.00$ 8 7 9 9 1 8 42 SB, AP NEW
Similar to Taste of Vail - 8500
NEW One Day event with potential to bring
Front Range guests as support message for
Fall messaging
11
Vail Outlier Offroad Festival - presented
by SRAM 30-Sep 25,000.00$ 9 7 9 9 1 7 42 AP 2,000 Potential to bring Front Range as support
message for Fall and stand alone
12 Vail Beaver Creek Restaurant Week 29-Sep 10,000.00$ 9 7 8 9 2 5 40 SB, AP 19,000
An ambient event with potential to support
messaging for Fall, but not as stand alone
overnight guest driver
13 Vail Summer Bluegrass Concert Series 28-Jun 50,000.00$ 8 6 9 8 1 8 40 SB, AP 1,800 Strong event to support Front Range
messaging for mid week
14 Hot Summer Nights 20-Jun 27,500.00$ 7 4 8 7 3 8 37 DF, SB, AP 23,075 Strong event to support Front Range
messaging for mid week
15 Slow Fashion Vail 22-Sep 5,000.00$ 6 4 7 8 1 7 33 AP NEW - Maybe 5000?
NEW One Day event with potential to bring
Front Range guests as support message for
Fall messaging
16
Vail Automotive Classic | Vail Village Car
Show 10-Sep 6,000.00$ 8 4 9 7 1 4 33 DF, SB, AP 5,000 Would not recommend, ambient event
17 Vail Arts Festival 23-Jun 8,000.00$ 7 5 8 7 1 5 33 DF, SB 12,000 Would not recommend, ambient event
18 Crazy Mountain Brewery's Edfest 19-Aug 10,000.00$ 8 4 7 8 1 4 32 AP 4,000 Would not recommend, ambient event
19
Vail Farmers' Market Farm to Table
Dinners 30-Jun 9,000.00$ 8 4 9 6 1 4 32 SB, AP 500 Would not recommend, ambient event
20 Vail Whitewater Race Series 9-May 6,000.00$ 7 3 7 8 1 6 32 AP 750 Would not recommend, ambient event
21 Vail Family Fun Fest 24-Jun 20,000.00$ 8 2 9 7 1 4 31 DF 4,400 Would not recommend, ambient event
22 Vail America Days™4-Jul 65,000.00$
9 5 9 - 4 4 31 DF, SB, AP 30,000
Annual event, consistent built in attendance
and audience; no room to grow, would not
recommend
Tournaments - Non Marketing Events
Kick It 3v3 World Championships 28-Jul 40,000.00$ 7 8 9 7 2 33 NA 15,100
Vail Lacrosse Shootout 25-Jun 15,000.00$ 7 8 9 7 2 33 NA 12,800
Prep Baseball Reports
West Championships 20-Jul 10,000.00$ 7 8 9 7 1 32 NA NEW - Similar to King of the
Mountain - 5100
Vail Valley Soccer Cup 6-Oct 10,000.00$ 7 8 9 7 1 32 NA 9,000
King of the Mountain Volleyball 16-Jun 15,000.00$ 6 8 8 7 1 30 NA 5,100