HomeMy WebLinkAbout2010 VAF post-event report to CSE
2010 Post-Event Report to Commission on Special Events
Event Dates: June 25-27, 2010
Venue: Lionshead Mall/Arrabelle at Vail Square
Estimated Attendance: 8,500
Event Components
61 Artist Booths
Children’s “Kreative Kingdom” Art Activity area
Daily street entertainers provided by the Arts Festival
2010 Highlights
Visitor numbers were strong on Friday and Sunda
All artists were referred to Lionshead-area hotels for lodging
Vail Daily pullout section featuring each artist in the show and Cover wrap
Cooperative effort between all Lionshead events to ensure all took place
Challenges/Future Improvements needed
Parking structure was full/guests were referred to Vail Village parking structure Friday
Layout and availability of booth space
Locating funding to add new event into existing to freshen
Sponsorships to offset additional entertainment
Event Marketing Plan
Breakdown of spending Vail Arts Festival advertising dollars:
Vail Daily: Ads ran 14 days prior to event. Quarter, half and full-page 4-color ads ran 14 days prior and leading up to event opening; Front wrap and inside pullout
section of paper on opening day
Event Flyers: 500 (5” x 8”) promotional flyers promoting both America Days and Arts Festival were distributed to businesses throughout Town
Vail/Beaver Creek magazine ad
Local Radio: 8 daily/30-second spots ran 10 days prior to event on
KTUN; KZYR; and Jack FM radio
Roundabout Banners: 20 banners were placed in West Vail and main Vail
Round-abouts seven days prior to the event
Contribution to Sense of Community
Maintaining Quality of Art in a Traditional Event:
The Arts Festival is in its 27th year in Lionshead, maintaining a long-standing tradition each summer. With competition fierce from the weekly Farmer’s Market, the Festival strives
to continue to offer quality, interesting art created by artists from throughout the US.
Continuing to work each summer with the Merchant Group to present a positive experience for guests:
The Lionshead Merchant Association is key to the Vail Arts Festival’s existence and momentum into the next jury process. We strive to compliment the merchant programs.
Event Survey Results:
Average Age: 48.9
Gender: 50% Male; 50% Female
Average Group Size: 3.26
Average Nights Stayed: 5.40
29% were locals and in-state day visitors; 70% out-of-state visitors
86% of those staying overnight were staying in Vail
Average spend on Paid Lodging in Vail: $1,392
Average Total Spend in Lionshead of Locals visiting VAF: $75
Average Total Spend in Lionshead of overnight visitors to VAF: $141
Average number of days attended: 1.44
46% of respondents came to Vail specifically for the parade
Local Newspaper was selected most (80%) when asked How they heard about Arts Festival
Overall satisfaction: 4.4 on a scale of 1 to 5 (5 = extremely satisfied)
If guests could make on change: More art vendors and vendors in general, more entertainment
Vail Arts Festival “Green” Efforts:
Elimination of individual bottled water, encouraged filling water containers
Canvas shopping bags were available at merchandise tent, replacing plastic bags