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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.