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Home My WebLink AboutTOVSnowDazeRecap11 2011 Vail Snow Daze Recap Report TOV Commission on Special Events EVENT GOALS/OBJECTIVES  Target a youth-minded, adventure seeking audience, with average age of 25-40 and HHI of $100,000K+.  Attract additional Vail Visitors from both in-state as well as a national audience.  Entice early season visits to Vail.  Differentiate Vail Mountain and the Town of Vail as THE PLACE TO BE EARLY SEASON.  Attract incremental Vail spending $$$ (Lodging, F&B, In-town Retail, Merchandise, Lift Tix, etc.) during a typical slow period. 1) EVENT OVERVIEW – The 2011 event was once again a continued success. The weeklong festival returned Dec. 5-11, 2011 and helped to attract Vail visitors despite abysmal snow conditions with a jam-packed schedule of participatory contests, parties, giveaways, on-mountain action and four amazing headliner concerts. 2011 saw the return of no-cost admission for all events and concerts surrounding Vail Snow Daze, marking the continuation of Vail Mountain’s commitment to providing FREE, first-rate entertainment 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 $400,000.00 in value.  Media included television, radio, print, social and digital media and more.  Strong sponsorship considering economic environment, including the addition of Cadillac, Helly Hansen and MATADOR® Beef Jerky and the return of brands like Rustic Crust, Stonyfield Farms, Nordica and a variety of environmental organizations.  On-mountain events included the Demo Daze and Reverb Eco Village which took place Friday, December 9 – Sunday, December 11 with 18 brands represented.  Eight free concerts including a great mix of music genres from Guster, Jakob Dylan and band, Yukon Kornelius and The Polish Ambassador as well as The White Buffalo, Zach Heckendorf, Lit and DJ:Mo Rockin.  New additions to the schedule included the Après…Skiing Magazine Style at the Tap Room to kick it off on Monday, Dec. 5th and the Yukon Kornelius Pub Crawl presented by Bud Light to ramp up excitement surrounding the concerts on Thursday, Dec. 8th.  Philanthropic components enhanced the event again this year, including Roxy’s Gifts that Give Back, which raised funds for Vail Breast Cancer Awareness Group, and the fundraiser for the Vail Firefighters Association where Macanudo raised nearly $1,700. 2) 2011 EVENT BUDGET (as of 1/29/12) Actual Vail Snow Daze REVENUES: 420 Sponsorships $586,605 420.5 CSE Event Funding 50,000 421 Entry Fees - 421.5 Ticket Sales (Prvt Reserved) 1,465 422 F&B Sales (less sales tax) 59,093 TOTAL REVENUES $697,163 EXPENSES: 510 Event Operations $47,001 517 Entertainment/Bands 339,123 519 Event Promotions 1,000 519.5 Event Advertising/Marketing - 520 Event Merchandise/Sponsor Gifting 9,226 525 Event Supplies 8,270 526 F&B Expenses 30,206 526.5 Charitable Donation 5,000 527 Equipment Rental 49,778 529 Event Photography 1,225 530 Portable Toilets/Trash Removal 6,515 533 Prize Money/Appearance Fees - 535 Public Relations 10,000 538 Venue Rental/Site Fees - 543 Wardrobe/Uniforms - 550 Event Insurance 5,000 620 Auto Expense - 626 Pre-press/Design - 627 Licenses and Permits 1,942 628 Printing and Reproduction 3,456 630 Office/Computer Supplies 200 631 Office Expenses 200 636 Postage & Delivery 716 638 Web Site/E-Mail 180 640 Event/Sales Travel 1,341 641 Meals/Entertainment 411 642 Lift Tickets - 643 On-Mountain Dining - 644 Event Lodging 18,940 646 Sponsor Ground Transfers - 669 Contract Labor 3,385 670 Payroll Expenses 30,774 671 Sponsor Management/Commissions 43,275 672 Event Management/Project Flat Fee 80,000 TOTAL EXPENSES $697,163 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, via email blasts and online messaging at vail.com/snowdaze 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/snowdaze. 5) EVENT SURVEY RESULTS a. Attendance numbers and demographic profile: i. Estimated Event Attendance – 75,000+ (via crowd counts (live/photos), F&B sales, concert wrist bands, lodging occupancy, lift tix) ii. Nearly all of respondents were aware that Snow Daze was happening in Vail and more than two-thirds knew about Vail Snow Daze before arriving. iii. Local=3% Regional= 27% Out of State/International=70% iv. Average Age: 38; M=67% F=33%; Average HHI= $120,000 b. Estimated Incremental room nights and revenue generated by Vail Snow Daze: Please see ROI model that follows. c. Visitor intent to return and satisfaction ratings: i. Nearly 2/3 of all respondents would attend Snow Daze next year. ii. 15% 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 Snow Daze 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 Snow Daze. The numbers below are final estimates for the 2011 events. Incremental Room Nights Estimated attendance: 75,000 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: 90,000 Incremental Spending Estimated attendance per day: 10,715 Average amount spent: $150 Event Days: 7 Subtotal incremental Spending: $11,250,750 Average lodging price per person per night: $150 Incremental room nights: 90,000 Subtotal spent on lodging: $13,500,000 Number of days in Vail not for event: 1.0 Number of people staying additional days: 2,500 Average amount spent per day: $150 Subtotal spent on non-event days: $375,000 Total Estimated Spending: $25,125,750 2011 Town of Vail ROI Town of Vail Investment $50,000 Total Value of Media, Public Relations and Event Related Impressions for a top-tier Presenting Sponsor (such as the Town of Vail) $400,000 Return on Investment through Media, PR and 7-to-1 Event Related Impressions alone: Est. Incremental Room Nights Generated 90,000 Subtotal spent on event days: $11,250,750 Subtotal spent on lodging: $13,500,000 Subtotal spent on non-event days: $375,000 Incremental Spending Generated: $25,125,750 TOV Tax Receipts (Sales - 4%, ST Lodging-4%) $1,005,030 TOV Estimated Return on CSE Investment 19-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 national acts that draw large crowds and the sought after destination visitors. We now have a tried and tested foundation 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, Vail Snow Daze did an amazing job of impacting Vail’s sense of community. The event, especially the concerts and on-mountain happenings, really created a space and place for bringing the community together to celebrate the kick-off of the Vail snowriding season. 8) HOW DID THE EVENT SHOW A COMMITMENT TO A SUSTAINABLE ENVIRONMENT? Please see slide in accompanying recap presentation.