HomeMy WebLinkAboutCarniVailRecap_10
2010 Post-Event Recap Report TOV Commission on Special Events 1) EVENT OVERVIEW – Overall, the event was a Spicy success. Some of the strengths and weaknesses are as follows… • An estimated
20,000 attendees celebrated Mardi Gras Vail style. A 33% increase over ‘09 • Marketing and PR campaigns were very successful – major coverage generated over $150,000.00 in value and
millions of impressions. • Media included television, radio, print, new media and more. • Strong sponsorship for the event. CarniVail was presented by Vail Mountain, Bud Light, Town
of Vail, SoBe Lifewater, Southern Comfort and Skiing Magazine • In-town events included Karl Denson’s Tiny Universe free headliner concert, Fat Tuesday Parade featuring the Vail Lawn
Chair Drill Team; Bud Light Vail Street party and the World’s Highest Low Country Crawfish Boil. • Attendance was boosted by having the event over President’s Weekend. • May be beneficial
to extend the parade route given the size of the crowd. • Need to find more ways to involve area volunteers and school children. • Friday night concert was a hit and should be continued
moving forward.
2) EVENT BUDGET ! Detailed event budget, including all revenues and expenses as of 6/1/2010. 2010 REVENUES: 420 Sponsorships $109,699 420.5 CSE Funding 8,000 422 F&B Sales 17,225 Total
Revenues $134,924 EXPENSES: 510 Event Ops -misc $8,714 517 Entertainment/Bands 43,036 519 Event Promotions/Advertising 0 525 Event Supplies 6,147 526 F&B Expenses 9,401 527 Equipment
Rental 6,368 530 Portable Toilets/Trash Removal 710 533 Prize Money /Appearance Fees 1,000 535 Public Relations 5,000 550 Event Insurance 4,825 626 Pre-press/Design 0 627 Licenses and
Permits 617 628 Printing and Reproduction 0 631 Office Expenses 230 638 Web Site/E-Mail 180 640 Event/Sales Travel 1,053 641 Meals/Entertainment 358 669 Contract Labor 2,016 670 Payroll
Expenses 10,289 671 Commission Expense 16,455 672 Event Management Fee 18,525 Total Expenses $134,924
3) MARKETING/PR OVERVIEW See Marketing and PR Highlights in PowerPoint Deck 4) HOW WERE PARTICIPANTS AND/OR ATTENDEES DIRECTED TO BOOK LODGING? 1) A variety of avenues were used to help
direct attendees to book CarniVail lodging including website inclusion and e-blasts with mention of the event lodging specials. a) There was a lodging/All the Love icon on CarniVail.net
where visitors were provided a direct link to last minute lodging opportunities. b) Additionally, there was a “Plan Your Trip” box offering support from the Vail Resorts reservation
department. c) Participants who reached the event producer directly were also directed to the variety of Town of Vail lodging partners.
5) EVENT SURVEY RESULTS a. Attendance Numbers and demographic profile: i. Estimated Event Specific Attendance – 20,000 (via crowd counts (live/photos), F&B sales, wrist bands, lodging
occup, lift tix) ii. 40% of non-local visitors surveyed said CarniVail influenced their decision to come to Vail. 55% of respondents had attended CarniVail in previous years. 69% of
respondent’s said they are likely to attend CarniVail next year. iii. Local=44% Regional= 31% Out of State/International=25% iv. Average Age: 43; M=59% F=41%; Average HHI= $140,000 b.
Estimated spending by event attendees: See ROI Model Please c. Visitor Intent to Return and Satisfaction Ratings: Per Adam Sutner – Vail Marketing On the measure of guest satisfaction,
CarniVail was a proven driver both in and around the time period, but also by providing a high contributing number to the season average. For the week of 2/14, Vail's guest sat as measured
by Net Promoter Score was 8% higher than the following week, and about 3% higher than the 2009-2010 season average (sorry I cannot give actual numbers). The point is NPS spiked -and
that particularly week contributed non-trivially to our successful guest sat season in which we achieved objective. On the measure of heads in beds, CarniVail this year was especially
effective. In fact, notwithstanding most of March, CarniVail lodging occupancy exceeded the previous season more so than any other week. On the mTrip lodging side lodging occupancy was
well ahead of 2008-2009 for the entire CarniVail week, and especially so for the 2-3 days of CarniVail in midweek -on the order of 10%+ plus.
d. Estimated Return on Investment to the Town of Vail • Estimated Incremental Room Nights and Revenue Generated by CarniVail. The numbers below are final estimates for the 2010 event.
Incremental Room Nights Estimated attendance: 20,000 Those who came just for the event: 40% Those staying in Town of Vail lodging: 70% Average nights stay in Vail: 3 Total Incremental
Room Nights: 16,800 Incremental Spending Estimated attendance per day: 6,667 Average amount spent: $300 Event Days: 3 Subtotal spent on event days: $6,000,300 Average lodging price per
person per night: $150 Incremental room nights: 16,800 Subtotal spent on lodging: $2,525,000 Number of days in Vail not for event: 1.0 Number of people staying additional days: 1,500
Average amount spent per day: $300 Subtotal spent on non-event days: $450,000 Total Estimated Incremental Spending: $8,975,300 2010 Town of Vail ROI Town of Vail CSE Event Investment
$8,000 Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) (measured by Event Industry-accepted means).
This number is based on the projected PR and marketing for this event. $150,000 Return on Investment through Media, PR and Event Related Impressions alone: 18.75-to-1 Est. Incremental
Room Nights Generated 16,800 Subtotal spent on event days: $6,000,300 Subtotal spent on lodging: $2,525,000
Subtotal spent on non-event days: $450,000 Incremental Spending Generated: $8,975,300 TOV Tax Receipts (Sales -4%, ST Lodging-4%) $359,012 TOV Return on Investment through Incremental
Spending 45-to-1 6) POTENTIAL FOR GROWTH AND DEVELOPMENT FOR SPONSORSHIP AND MEDIA EXPOSURE We see strong potential for continued growth in both sponsorship and media exposure. 7) HOW
DID THE EVENT IMPACT VAIL’S “SENSE OF COMMUNITY”? CarniVail does an amazing job of impacting Vail’s sense of community. The event, especially the Fat Tuesday Parade, Street Party and
free headliner concert, really create a space and place for bringing the community together during the mid-point of the snow-riding season. 8) HOW DID THE EVENT SHOW A COMMITMENT TO
A SUSTAINABLE ENVIRONMENT? Please see slide in PowerPoint deck.