HomeMy WebLinkAboutTOVSnowDazeRecapFINAL
2009 Vail Snow Daze Recap Report TOV Commission on Special Events EVENT GOALS/OBJECTIVES • Target a youth-minded, adventure seeking audience, with average age of 35-40 and HHI of $100,000K+.
• Attract additional Vail Visitors from both in and out of Colorado. • Entice early season visits to Vail. • Differentiate Vail Mountain and the Town of Vail as THE PLACE TO BE EARLY
SEASON. • Attract incremental Vail spending $$$ (Lodging, F&B, Merchandise, Lift Tix, etc.) during a typical slow period. EVENT OVERVIEW – The ’09 event was a major success. A few of
the many highlights are as follows… • Marketing and PR campaigns were very successful – major coverage generated millions of impressions and well over $400,000.00 in value. • Media included
television, radio, print, new media and more. • Strong sponsorship considering economic environment • Four free concerts including Barenaked Ladies at Ford Park. • Bar parties took place
throughout the week. Additional parties and special promotions, which were not part of the official schedule, were held in town after each concert. • On-mountain events included the
Dummy Demolition Derby, Epic Lounge and super well received Demo Daze and Reverb expo villages.
2009 FINAL EVENT BUDGET (as of 1/3/10) Vail Snow Daze Sponsorships $742,500 CSE Event Funding 55,000 Entry Fees 500 Ticket Sales (Prvt Reserved) 1930 F&B Sales 26938 Merchandise Sales
105 $826,973 Event Operations $39,589 Entertainment/Bands 339,989 Event Promotions -Event Advertising/Marketing 80,000 Event Merchandise/Sponsor Gifting 10,453 Event Supplies 12,000
F&B Expenses 40,000 Equipment Rental 32,383 Portable Toilets/Trash Removal 5,360 Prize Money/Appearance Fees 7,250 Public Relations 12,500 Venue Rental/Site Fees 1,800 Wardrobe/Uniforms
-Event Insurance 5,125 Equipment Repairs 100 Bank/Credit Card Charges -Auto Expense -Pre-press/Design -Licenses and Permits 2,017 Printing and Reproduction 991 Office/Computer Supplies
500 Office Expenses 250 Postage & Delivery 600 Web Site/E-Mail 35 Event/Sales Travel 3,500 Meals/Entertainment 1,000 Event Lodging/Hospitality 95,000 Sponsor Ground Transfers -Contract
Labor 3,500 Payroll Expenses 24,988 Sponsor Management/Commissions 31,000 Event Management/Project Flat fee 80,000 TOTAL EXPENSES $829,931 NET INCOME (LOSS) ($2,958)
MARKETING/PR OVERVIEW Please see Marketing and Public Relations Highlights in accompanying PowerPoint Deck. EVENT RESULTS • Estimated event specific attendance: 25,000 • Estimated Incremental
Room Nights and Revenue Generated by Vail Snow Daze. The numbers below are final estimates for the 2009 event. Incremental Room Nights Estimated attendance: 25,000 Those who came just
for the event: 50% Those staying in Town of Vail lodging: 80% Average nights stay in Vail: 3 Total Incremental Room Nights: 30,000 Incremental Spending Estimated attendance per day:
3,570 Average amount spent: $150 Event Days: 7 Subtotal incremental Spending: $3,748,500 Average lodging price per person per night: $150 Incremental room nights: 30,000 Subtotal spent
on lodging: $4,500,000 Number of days in Vail not for event: 1.0 Number of people staying additional days: 2,000 Average amount spent per day: $150 Subtotal spent on non-event days:
$300,000 Total Estimated Spending: $8,548,500-
2009 Town of Vail ROI Town of Vail Investment $55,000 Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail)
$400,000 Return on Investment through Media, PR and Event Related Impressions alone: 7.3 to 1 Est. Incremental Room Nights Generated 30,000 Subtotal spent on event days: $3,748,500 Subtotal
spent on lodging: $4,500,000 Subtotal spent on non-event days: $300,000 Incremental Spending Generated: $8,548,500 TOV Tax Receipts (Sales -4%, ST Lodging-4%) $341,940 TOV Estimated
Return on CSE Investment 6.2 to 1 POTENTIAL FOR GROWTH AND DEVELOPMENT FOR SPONSORSHIP AND MEDIA EXPOSURE For 2010 and beyond, Highline will refine the event and continue to bring in
national acts that draw large crowds and the sought after destination visitors. We now have a tried and tested foundation in place from which to continue expanding the reach of both
sponsorship and media coverage. HOW DID THE EVENT IMPACT VAIL’S “SENSE OF COMMUNITY”? As a marquee Vail event, Vail Snow Daze did an amazing job of impacting Vail’s sense of community.
The event, especially the concerts and on-mountain happenings, really create a space and place for bringing the community together to celebrate the kick-off of the snowriding season.