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Home My WebLink AboutSB2V_Recap_10 2 2010 Post-Event Recap Report TOV Commission on Special Events 1) EVENT OVERVIEW – Some of the strengths and weaknesses are as follows… • Marketing and PR campaigns were very successful – major coverage generated over 70,000,000 impressions and well over $850,000.00 in value. • Media included television, radio, print, outdoor and new media • Strong sponsorship and growth – Vail Mountain, Bud Light, Town of Vail, Men's Journal, Captain Morgan, Rockstar, Skiing Magazine, Sony, Smith Optics, Macanudo, Liberty Skis, The Sonnenalp Resort of Vail, CME, Néve Designs, Vail Daily, KZYR The Zephyr and TV8. The Reverb Eco Village was brought to you by IZSTYLE and Reverb and the Men’s Journal Lounge was joined by Leatherman and Eukanuba. • Four FREE headliner concerts – Wyclef, Guster, Robert Earl Keen, Sierra Leonne Refugee All-Stars • 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. • Marketing and and PR campaigns were very strong in promoting awareness and driving event attendance • Estimated attendance/visitors in Vail during the week of Spring Back to Vail: 100,000+ • On-mountain events included World Pond Skimming Championships and Sony Chair 5 Promotion • Largest World Pond Skimming Championships event to date –8,000 in attendance • Numerous merchants reported their best days ever and many lodging properties reported 100% occupancy during Spring Back to Vail • High loyalty and suggestion of repeat Business all came out of research • Spring Back to Vail 2010 brought on a significant amount of new sponsors including the Men’s Journal (with Leatherman and Eukanuba) as well as Sony o These sponsors enhanced the event providing increased action at the Vista Bahn base area with a lounge presence, giveaways and prize drawings o Additionally, the social component of Sony as noted in the recap created additional exposure and reach for the event o The Men’s Journal exposure helped not only in the publication pre-event but they are also going to be including a recap page in a future issue • Spring Back was also used as a platform to congratulate area Olympians on-stage at the Saturday night Wyclef/Keen concert • The range of well-known and emerging artists this year reached a wide variety of concertgoers • The Green Initiatives play a key role in an event of this size, Highline is proud of the recycling efforts surrounding this event with such high attendance at concerts and at the World Pond Skimming Championships • The Guster concert which followed the World Pond Skimming Championships was a key factor in brining people safely into town and off the mountain on closing day • After experiencing the success of the Sony sponsorship and online initiatives, it is clear that the event should continuously work to increase online efforts and exposure by building upon the efforts already in place 2) EVENT BUDGET  Detailed event budget, including all revenues and expenses as of 6/1/2010. REVENUES: 420 Sponsorships $545,403 420.5 CSE Funding 55,000 421 Entry Fees 3,750 421.5 Ticket Sales/Commissions 1,800 422 F&B Sales 46,200 423 Merchandise Sales 274 Total Revenues $652,427 EXPENSES: 510 Event Ops -misc $28,103 517 Entertainment/Bands 274,228 519 Event Promotions/Advertising 41,931 520 Event Merchandise 10,630 525 Event Supplies 9,261 526 F&B Expenses 50,298 527 Equipment Rental 32,697 530 Portable Toilets/Trash Removal 5,434 533 Prize Money /Appearance Fees -535 Public Relations 12,500 538 Venue Rental /Site Fees -543 Wardrobe/Uniforms 127 550 Event Insurance 4,314 555 Equipment Repairs 1,197 617 Bank/CC Charges -620 Auto Expense -626 Pre-press/Design -627 Licenses and Permits 1,042 628 Printing and Reproduction 315 630 Office/Computer Supplies 250 631 Office Expenses 140 636 Postage & Delivery 783 638 Web Site/E-Mail 640 640 Event/Sales Travel 1,965 641 Meals/Entertainment 771 642 Lift Tickets -643 On-Mountain Dining -644 Event Lodging 12,459 646 Sponsor Ground Transfers 428 669 Contract Labor 2,687 670 Payroll Expenses 23,902 671 Commissions Paid 81,810 672 Event Management 54,515 Total Expenses $652,427 3) MARKETING/PR OVERVIEW See Marketing and PR Highlights in PowerPoint Deck 4) HOW WERE PARTICIPANTS AND/OR ATTENDEES DIRECTED TO BOOK LODGING? A variety of avenues were used to help direct attendees to book lodging including press releases, website inclusion, e-blasts and TV advertising with mention of the lodging deals. a) There was a lodging tab on springbacktovail.com where visitors were provided direct links to a variety of (17) lodging properties offering a Spring Back to Vail lodging discount. b) Additionally, the press releases reaching national, regional and local press included the following: Lodging packages start as low as $99 for one night, no restrictions. With the purchase of two nights lodging and lift tickets during Spring Back to Vail, guests can receive the third night’s stay and day’s lift ticket free. Package prices start at $112 per person, based on double occupancy in a standard room and can be booked by calling Vail Central Reservations at (800) 525-2257 or online at www.springbacktovail.com. Other restrictions may apply. c) Participants who reached the event producer directly were also directed to the variety of lodging partners in the Town of Vail. 5) EVENT SURVEY RESULTS a. Attendance Numbers and demographic profile: i. Estimated Event Attendance – 40,000 (via crowd counts (live/photos), F&B sales, wrist bands, lodging occup, lift tix) ii. Over 60% of non-locals knew about Spring Back prior to their arrival in Vail. 64% of these non-local visitors surveyed said Spring Back influenced their decision to come to Vail. 30% of non-local respondents had attended Spring Back in previous years. 60% of locals had attended Spring Back in previous years. iii. Local=26% Regional= 35% Out of State/International=39% iv. Average Age: 38; M=67% F=33%; Average HHI= $120,000 b. Estimated spending by event attendees: Please See ROI Model that follows c. Visitor Intent to Return and Satisfaction Ratings: i. 78% of respondent’s said they are likely to attend Spring Back next year. ii. More than half of all respondent’s had a more favorable opinion of Vail due to their Spring Back experience. iii. Spring Back generated a very high Net Promoter Score d. Estimated Return on Investment to the Town of Vail • Estimated Incremental Room Nights and Revenue Generated by Spring Back To Vail. The numbers below are final estimates for the 2010 event. Incremental Room Nights Estimated attendance: 40,000 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: 48,000 Incremental Spending Estimated attendance per day: 5715 Average amount spent: $300 Event Days: 7 Subtotal Spent on Event Days: $12,001,500 Average lodging price per person per night: $150 Incremental room nights: 48,000 Subtotal Spent on Lodging: $7,200,000 Number of days in Vail not for event: 1.0 Number of people staying additional days: 3,500 Average amount spent per day: $300 Subtotal Spent on Non-Event Days: $1,050,000 Total Estimated Incremental Spending: $20,251,500 2010 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) (measured by Event Industry-accepted means). This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. $850,000 Return on Investment through Media, PR and Event Related Impressions alone: 15.45 to 1 Est. Incremental Room Nights Generated 48,000 Subtotal spent on event days: $12,001,500 Subtotal spent on lodging: $7,200,000 Subtotal spent on non-event days: $1,050,000 Incremental Spending Generated: $20,251,500 TOV Tax Receipts (Sales -4%, ST Lodging-4%) $810,060 TOV Return on Investment through Incremental Spending 14.75 to 1 POTENTIAL FOR GROWTH AND DEVELOPMENT FOR SPONSORSHIP AND MEDIA EXPOSURE We see strong potential for continued growth in both sponsorship and media exposure. 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.