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Home My WebLink AboutTOVHolidazeRecap11 2011 Vail Family Holidaze Recap Report TOV Commission on Special Events EVENT GOALS/OBJECTIVES  Target families, adventure seekers with HHI of $125,000+.  Attract additional Vail Visitors from both in and out of Colorado.  Entice pre-holiday and holiday season visits to Vail.  Provide a variety of ways for guests to enjoy the villages.  Differentiate Vail Mountain and the Town of Vail as THE PLACE TO BE DURING THE HOLIDAYS.  Attract incremental Vail spending $$$ (Lodging, F&B, Merchandise, Lift Tix, etc.) during a typical slow period. 1) EVENT OVERVIEW – The 2011 event was a major success. The festival returned Dec. 17-25 and 31, 2012 and celebrated free family friendly event throughout Vail Village and Lionshead Village. This destination event featured concerts, multiple nights of skating shows, carolers, Kids Zone, Santa and Friends, First Night, Tree Lighting, Jingle Bellz Snowshoe, Torchlight Ski Down, Fireworks, an ice show and much more. 2011 saw the return of no-cost admission for all events and concerts surrounding Vail Family Holidaze marking the continuation of Vail Mountain’s commitment to providing FREE, first-rate experience for guests from all over the world. 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 $300,000 in value.  Media included television, radio, print, social and digital media and more.  Vail Family Holidaze offered a wide variety events for people of all ages to enjoy.  Ice shows were increased to three performances bringing vitality to the village, including world-class ice skaters, like 2011 World Champion Patrick Chan and 2010 U.S. National Champion Rachel Flatt, to the heart of Vail Village to perform singles, pairs and group programs.  New additions to the schedule included the Kids Zone which consisted of 12 stations with activities ranging from ornament making, snowman decorating, the Vail Arctic Express train rides presented by First Bank, Santa’s Workshop sponsored by the Vail Recreation District, fireside story time and a puppet theater at the Vail Public Library, S’more making, Caroling Karaoke, Village entertainers and more. 2) FINAL 2011 EVENT BUDGET (as of 1/29/2012) Actual Holidaze REVENUES: 420 Sponsorships $187,351 420.5 CSE Event Funding 78,000 422 F&B Sales (less sales tax) 390 TOTAL REVENUES $265,741 EXPENSES: 510 Event Operations $16,496 517 Entertainment/Bands 109,449 519 Event Promotions - 519.5 Event Advertising/Marketing - 520 Event Merchandise/Sponsor Gifting 2,250 525 Event Supplies 6,932 526 F&B Expenses 1,712 526.5 Charitable Donation 1,500 527 Equipment Rental 7,903 529 Event Photography 1,075 530 Portable Toilets/Trash Removal - 535 Public Relations 7,500 538 Venue Rental/Site Fees - 543 Wardrobe/Uniforms - 550 Event Insurance 5,000 555 Equipment Repairs 200 617 Bank/Credit Card Charges - 620 Auto Expense - 626 Pre-press/Design 750 627 Licenses and Permits 1,525 628 Printing and Reproduction 2,924 630 Office/Computer Supplies 200 631 Office Expenses 200 636 Postage & Delivery 45 638 Web Site/E-Mail 80 640 Event/Sales Travel 566 641 Meals/Entertainment 295 644 Event Lodging 7,599 646 Sponsor Ground Transfers - 669 Contract Labor 3,729 670 Payroll Expenses 13,711 671 Sponsor Management/Commissions 14,100 672 Event Management/Project Flat Fee 60,000 TOTAL EXPENSES $265,741 NET INCOME(LOSS) $0 3) MARKETING/PR OVERVIEW Please see Marketing and Public Relations highlights in accompanying recap presentation. 4) HOW WERE PARTICIPANTS AND/OR ATTENDEES DIRECTED TO BOOK LODGING? Participants were directed to book lodging via a number of media messages including print advertising in national and regional publications, email blasts and online messaging at vail.com/holidaze with direct links to lodging specials as well as via word of mouth. Upon receiving calls to the event hotline, attendees were also directed to the online lodging specials at vail.com/holidaze. 5) EVENT SURVEY RESULTS a. Attendance numbers and demographic profile: i. Estimated Total Event Attendance – 50,000 (via crowd counts (live/photos), lodging occupancy, lift tix, specific event attendees) ii. Nearly all of respondents were aware that Holidaze was happening in Vail and more than two-thirds knew about Vail Holidaze before arriving. iii. Local 20%o In-state (non-local) 20% Out of State 60% iv. Average Age: 38; M=52% F=48%; Average HHI= $125,000 b. Estimated Incremental Room Nights and Revenue Generated by Holidaze: Please see ROI Model that follows. c. Visitor Intent to Return and Satisfaction Ratings: i. 77% of all respondents would attend Vail Holidaze activities next year. ii. 21% of respondents have attended the event in previous years, while 91% have been to Vail to ski/ride. iii. About 80% of respondents agree that Vail Holidaze adds value to their experience in Vail by offering additional activities. d. Estimated Return on Investment to the Town of Vail: Estimated Incremental Room Nights and Revenue generated by Vail Family Holidaze. The numbers below are final estimates for the 2011 events. Incremental Room Nights Estimated total event attendance: 50,000 Those who came just for the event: 25% Those staying in Town of Vail lodging: 75% Average nights stay in Vail: 3 Total Incremental Room Nights: 28,125 Incremental Spending Estimated attendance per day: 5,000 Average amount spent: $150 Event Days: 10 Subtotal incremental Spending: $7,500,000- Average lodging price per person per night: $150 Incremental room nights: 28,125 Subtotal spent on lodging: $4,218,750- Number of days in Vail not for event: 1.0 Number of people staying additional days: 1,000 Average amount spent per day: $150 Subtotal spent on non-event days: $150,000- Total Estimated Incremental Spending: $11,868,750- 2011 Town of Vail ROI Town of Vail Investment $78,000 Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) $300,000 Return on Investment through Media, PR and Event Related Impressions alone: 3 to 1 Est. Incremental Room Nights Generated 28,125- Subtotal spent on event days: $7,500,000- Subtotal spent on lodging: $4,218,750- Subtotal spent on non-event days: $150,000- Incremental Spending Generated: $11,868,750- TOV Tax Receipts (Sales - 4%, ST Lodging-4%) $474,750- TOV Estimated Return on CSE Investment 5 –to- 1 6) POTENTIAL FOR GROWTH AND DEVELOPMENT FOR SPONSORSHIP AND MEDIA EXPOSURE For 2012 and beyond, Highline will refine the event and continue to bring in talent and activities which draw crowds and the sought after destination visitors. We have a tried and tested model in place from which to continue expanding the reach of both sponsorship and media coverage. 7) HOW DID THE EVENT IMPACT VAIL’S “SENSE OF COMMUNITY”? As a marquee Vail event, Holidaze did an amazing job of impacting Vail’s sense of community. The event really created a space and place for bringing the community together to celebrate the Holiday season. 8) HOW DID THE EVENT SHOW A COMMITMENT TO A SUSTAINABLE ENVIRONMENT? Please see slide in accompanying recap presentation.