Loading...
HomeMy WebLinkAboutOKT_Recap_10 2010 Post-Event Recap Report TOV Commission on Special Events 1) EVENT OVERVIEW Vail Oktoberfest included two full weekends, September 10-12 and September 17-19, 2010, of oom-pah-pah parties in Lionshead and Vail Village. Emulating one of the largest celebrations in the world, the streets of Lionshead and Vail Village were filled with beer, bratwursts, live music and dancing…making it one of the very largest all year in Vail. German spirit was ever-present during six days filled with Bavarian tunes, yodeling and alpenhorn blowing, popular activities such as the Klement’s Bratwurst Eating Competition and the infamous Beck’s Keg Bowling Contest. Some of the strengths and weaknesses of the 2010 Vail Oktoberfest are as follows: • Strong sponsorship – Vail Oktoberfest was presented by Beck's, Town of Vail, Jagermeister and Arrowhead Water and sponsored in part by Sonnenalp Resort of Vail, Klement’s Sausage Company, LOKI Gear, Comcast, Sterling Affair, Vail Daily, TV8 and KZYR the Zephyr. • There were impressive crowds in both Lionshead and Vail Village with estimated attendance/visitors in Vail during the weekends of Vail Oktoberfest 40,000-50,000. • It was a festive and well-mannered audience. • There was a strong mix of food and beverage options and several new restaurants joined this year. • The Oktoberfest Fun Run was well attended and raised much needed funds for the Children’s Garden of Learning. • There was exceptional weather throughout both weekends which helps to balance the poor weather years. • We gathered positive feedback from vendors surrounding their experiences at Lionshead and Vail Village after allowing restaurants to choose their locations based on a first come first served basis. 2) EVENT BUDGET 2010 Event Income Statement (As of 10/1/2010) Revenues: CSE Contribution $55,000 Sponsorship 34,500 F&B & Merch Sales 119,000 Total Revenues 208,500 Expenses: Event Site: Permits 1,275 1,275 Event Equipment & Rental Expenses: Food & Bev. 39,000 Signage, Kids Activ., Steins, Decorations, Supplies, etc. 21,000 Rental Items (dumpsters, porta potties, etc.) 27,000 Bands, Stages, Sound 35,000 122,000 Manpower & Related Expenses: Labor/Announcers 22,000 Town of Vail Police, Security 20,000 42,000 Public Relations/Marketing/Advertising: Public Relations 5,000 Advertising/Marketing 15,000 20,000 Administrative: Proposals/Insurance/Supplies/Phone/Postage 11,000 Management Fee 7,225 18,225 Sponsor Relations: Lodging/Entertainment/Gifts/Transp ortation 5,000 5,000 Total Expenses: $208,500 Net Income: (loss) 0 3) MARKETING/PR OVERVIEW See Marketing and PR Highlights, in the accompanying PowerPoint presentation. 4) HOW WERE PARTICIPANTS AND/OR ATTENDEES DIRECTED TO BOOK LODGING? Highline secured an official lodging partner for Vail Oktoberfest. The Sonnenalp Resort of Vail ran an Oktoberfest package for several weeks leading up to and throughout the event which was publicized via website inclusion, email-blasts, social media mentions, print advertising, and press releases. In addition to Highline’s efforts, The Sonnenalp Resort of Vail also conducted a pr/marketing campaign including the lodging package and the addition of the Official Oktoberfest after-party within their hotel. Another new addition this year was offering discounted Oktoberfest steins to the VBCR to be used as part of their lodging packages as an integrated part of the Vail Summer campaign. The public was directed to go to vail.com via a strong campaign including print advertising, television and email-blasts. Both websites were mentioned upon receiving phone calls to the event information line. 5) EVENT SURVEY RESULTS Awaiting final results per post-event online survey. a. Attendance Numbers and demographic profile: Through observation and interviews, it was apparent that the 2010 Vail Oktoberfest audience was very similar to years past. Oktoberfest captured a wide range of visitors to include young singles (21+) as well as couples and those married with children. We anticipate the average age was 40-45 with avg. HHI at $100,000+. b. Estimated spending by event attendees: Please see ROI model that follows c. Visitor intent to return and satisfaction ratings: TBD d. Estimated return on investment to the Town of Vail: Estimated incremental room nights and revenue generated by Oktoberfest… As an expected estimate, the 2010 Vail Oktoberfest generated approximately 14,000 incremental room nights and produced an infusion of $6,875,000 of spending into the Town of Vail. The calculation was performed as follows: Incremental Room Nights Estimated attendance: attendance: 40,000 Those staying in Town of Vail lodging: 35% Number of people per room 2 Average nights stay in Vail: 2 Total Incremental Room Nights: 14,000 Incremental Spending Estimated attendance per day: 6,500 Average amount spent per day: $125 Event days: 6 Subtotal spent on F&B, shopping & activities: $4,875,000 Average lodging price per person per night: $125 Incremental room nights: 14,000 Subtotal spent on lodging: $1,750,000 Number of days in Vail not for event: 1.0 Number of people staying addtl. days: 2,000 Average amount spent per day: $125 Subtotal spent on non-event days: $250,000 Total Incremental Spending: $6,875,000 2010 Town of Vail Return on Investment 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) This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. $100,000 Return on Investment through Media, PR and Event Related Impressions alone: 82% Est. Incremental Room Nights Generated 14,000 Incremental Spending Generated $6,875,000 Tax Receipts (Sales-4%, ST Lodging-4%) $275,000 Return on Investment through Incremental Spending in the Town of Vail: 4-to-1 6) POTENTIAL FOR GROWTH AND DEVELOPMENT FOR SPONSORSHIP AND MEDIA EXPOSURE Oktoberfest has potential for garnering additional sponsorship and media coverage. With the strength of national sponsor brands and a continued popularity and tradition of repeat attendance from year to year, this event has the opportunity experience additional media coverage. The contests are gaining more popularity each year. The potential for growth in attendance is very dependant upon the weather. 7) HOW DOES THE EVENT IMPACT VAIL’S “SENSE OF COMMUNITY”? Oktoberfest positively impacts Vail’s sense of community. This event offers an authentic Bavarian atmosphere and feel allowing attendees to truly celebrate and enjoy beer, food, dancing and music – while enjoying fall in the mountains. It is awesome to see the variety of people from the community and visitors alike joined together for the party. 8) HOW DID THE EVENT SHOW A COMMITMENT TO A SUSTAINABLE ENVIRONMENT? Please see slide in the accompanying PowerPoint presentation