HomeMy WebLinkAboutOKT_Recap_11
2011 Post-Event Recap Report
TOV Commission on Special Events
1) EVENT OVERVIEW
Vail Oktoberfest included two full weekends, the event took place September 9-11 and
September 16-18, 2011, 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 party all year in Vail.
German spirit was ever-present during six days filled with Bavarian tunes, yodeling and
alpenhorn blowing, and popular activities such as the Klement’s Bratwurst Eating Competition
and Beck’s Adult Keg Bowling Contest.
Some of the strengths and weaknesses 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, Ace Hardware, Sports Authority, Sterling Affair, Vail Daily,
TV8 and KZYR the Zephyr.
Estimated attendance/visitors in Vail during the weekend of Vail Oktoberfest 40,000, it was
the third best in the 8 years we have produced it.
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 Kids Entertainment was enhanced with the inclusion of a Bounce House.
The Oktoberfest Fun Run was well attended and raised much needed funds for the Children’s
Garden of Learning.
We were not as lucky this year with the weather in comparison to the sunny skies in 2010.
With a weather risk involved, there is value in spreading the event over two weekends.
2) EVENT BUDGET
Revenues
CSE Funding55,000$
Sponsorships (Net)16,490
Beer Stein Sales23,488
T-Shirt Sales2,350
F&B Sales68,954
Total Revenues166,282
Expenses
Permits1,009$
F&B Cost28,271
Signage1,100
Kids Activities3,400
Beer Steins11,744
T-Shirts1,673
Décor/Uniforms650
Event Supplies1,103
Tent Rentals10,515
Vehicle Rentals/Ice Truck3,411
Furniture Rental4,500
Generators/Misc Equip Rental2,500
Porta-Pots1,045
Trash Removal/Dumpsters1,045
Talent/Entertainment26,100
Stage/Sound/Lights17,709
Event Staffing18,666
Announcers2,000
Police Coverage3,000
Security Coverage16,500
Public Relations Staff5,000
PR Cision/Distribution/Monitoring550
Website Update/Mgmt/Hosting1,150
Newspaper Ads4,500
Radio Schedule1,000
Radio Promo325
Giveaways/Discounts3,100
Twitter/Facebook Mgmt1,200
Facebook Advertising3,000
Email Blasts500
Posters469
Handbills181
Design/Layout4,700
Street Team600
Promo Party Passes-
Proposals1,200
Event Insurance4,900
Office Supplies200
Phone200
Shipping/Postage331
Management Fee-
Lodging4,759
Meals/Ent658
Sponsor Gifting2,001
Ground Transportation-
Total Expenses196,465$
Net Income (Loss)(30,183)$
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?
For the second year, 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 marketing campaign including the lodging package in their email
newsletter and highlighted on their website.
5) EVENT SURVEY RESULTS
a. Attendance Numbers and demographic profile:
Through observation and interviews it was apparent that the 2012 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 2011 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: 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
2011 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. $200,000
Return on Investment through Media, PR and
Event Related Impressions alone: 26-to-1
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
dependant upon the weather.
7) HOW DID 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 recap PDF.