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Home My WebLink About2012 Bravo Vail Valley Music Festival RecapEvent Recap: 2012 Bravo Vail Valley Music Festival Commission on Special Events October 3, 2012 Photo by Jack Affleck Bravo Vail Valley Music Festival, June 25 – August 4, 2012 Meredith Richards, Director of Marketing and PR Amy Phillips, Development Officer Meredith Richards Director of Marketing and PR 970.827.4308 mrichards@vailmusic.org Amy Phillips Development Officer 970.827.4309 aphillips@vailmusic.org 2 Town of Vail | CSE | 10/03/12 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 10/03/12 Bravo maintains Vail’s standard of providing the best possible experience to the Vail guest by enhancing the Vail Brand as the Premier International Mountain Resort Community by: Mission: "Enriching people's lives through the power of music: producing the finest performances by the greatest artists, fostering music education and promoting a life long appreciation of the arts." •Presenting three top-tier orchestras every summer: •The Dallas Symphony Orchestra •The Philadelphia Orchestra •New York Philharmonic •Presenting world-renowned international artists including Musical America’s Conductor of the Year, Jaap van Zweden •Upholding Vail as a world-class resort through the international exposure gained during the resident orchestra’s worldwide tours Event Strengths & Weaknesses 4 Town of Vail | CSE | 10/03/12 Exceeded expectations: •Diverse programming including Broadway Divas, Swingin’ with Curtis Stigers and Cirque de la Symphony were successful and expanded the boundaries of classical music. •The Silver Oak Series was presented for the first time with three sold-out concerts at Vail’s Donovan Pavilion. Measures that could be taken for event improvement: •Increase attendance from Front Range, national and international destination guests. •Leverage existing lodging partnerships to improve awareness of Bravo prior to guest arrival. •Perform artistic repertoire that continues to stretch the expectations of Bravo’s faithful ticket buyers while attracting new audiences and increasing the Festival attendance. •Continue to increase the awareness and use of the Ford Park Special Event Express Bus. Comparison to past years: •Direct spending by concert attendees and orchestra members within the Town of Vail increased 7% from $7.3M in 2011 to $7.8M in 2012. Strength: •Bravo concert attendees consider Vail summer to be an equally desirable destination as the Vail winter experience. •25 consecutive years of artistic and economic growth. •Year-round and seasonal job opportunities for employees of the Festival, the GRFA and many local businesses that provide services for Bravo concert attendees. $4,790,000 $192,500 $165,500 $25,000 $7,500 $2,400,000 $3,110,000 2012 Bravo Budget 5 Town of Vail | CSE | 10/03/12 • Total Bravo Festival budget…............ • CSE funds*…………………………….. *Vail Town Council designates Bravo as an iconic program • Profit and loss: Bravo is a 501(c)3 non-profit corporation. In 2012, Bravo projects a small surplus. • Town of Vail Funding Utilization: Orchestral Fees…………………….……… 25th Anniversary Events…………………… Music Matters Education Programs……... •Total In-kind Sponsorship…………….. •Total Cash Sponsorship……………… Includes Corporate, Individual, Foundation, and Government Estimated Results* Attendance Numbers 6 Town of Vail | CSE | 10/03/12 * Based on 2012 survey results. •Estimated attendance: 58,697 •Ticketed Events 45,492 •Non-Ticketed Events 13,205 •For non-ticketed Bravo events, method used to estimate attendees: •Bravo staff counts attendees at all non-ticketed events and performances. Children who participate in the petting zoos are counted. •Additional people who pass by the events are not counted. •% of people in Vail specifically for event*: •45% indicate that Bravo was one of the primary reasons for their visit •% of people attended previous years*: •83% indicated they had attended previous Bravo seasons Estimated Results* Demographic Profile of Bravo Attendees 7 Town of Vail | CSE | 10/03/12 •Average Age of Attendees •18-24 2% •25-34 2% •35-44 3% •45-54 12% •55-64 30% •65-74 37% •75-84 14% •85+ 1% •Average Income Bracket: •0 - 50K 4% •50K - 100K 23% •100K - 150K 17% •150K - 200K 15% •200K - 250K 8% •250K+ 33% * Based on survey results. •97% Primary Residence in United States: • 3% International guests Estimated Results* Event Attendee Estimated Spending 8 Town of Vail | CSE | 10/03/12 •Lodging: $1,938,674 •% attendees stayed in Town of Vail: 64% (increase from 57% in 2011) •Average amount spent on lodging/day: $154.27 per party •Estimated room nights booked due to event association: 12,588 room nights (complimentary and in-kind rooms not included) •Lodging call to action: •Listing of lodging partners in 18,000 ticket brochures, 10,000 Program Books, post-festival thank-you advertising campaign •Links on Bravo website to all lodging partners, lodging partner links included in e-blast campaign •Increased marketing presence in Dallas media, through the Dallas Symphony Orchestra subscriber tour campaign, resulting in new destination guests •Dining: $3,129,313 •Shopping: $1,948,336 •Other Activities: $811,170 * Based on survey results includes only Vail revenues. Estimated Return on Investment (ROI)* 9 Town of Vail | CSE | 10/03/12 •Additional Town of Vail spending event generated: $7,812,012 •Ratio of increased revenue to amount of funding received: 4:1 •Additional sales tax revenue generated by event accrued to Town of Vail:** $290,013 * Based on survey results. ** Town of Vail sales tax = 4%. Lodging tax = 5% Visitor Intent to Return* 10 Town of Vail | CSE | 10/03/12 Satisfaction ratings: •Overall Satisfaction with Bravo 8.2 •Likelihood of returning to the Festival 8.4 •Likely to recommend Bravo 8.5 •Aware of Bravo before visiting 57% •# of Bravo seasons attended, including 2012 •First Season 17% •2-4 24% •5-7 19% •8-10 16% •11 or more 24% * Based on survey results. On a scale from 1-10 Topline Marketing Efforts 11 Town of Vail | CSE | 10/03/12 •10% of overall budget is allocated to Marketing •The marketing plan includes printed collateral, print advertising, online advertising, website, social media, radio advertising, tv advertising, tv interviews, banners throughout Vail, direct mail, e-mail marketing and more. •Bravo markets extensively to the Front Range, Dallas, Philadelphia and New York, in addition to its regional and local efforts. •Annual Ticket Brochure is mailed to 18,000 households in March. •50% mailed outside of Colorado •25 % mailed to Front Range •25% mailed locally •The brochure is a useful tool for visitors to plan their trip to Vail including information on: - Lodging - Dining - Recreation - Shopping Community Contribution 12 Town of Vail | CSE | 10/03/12 Impact on Vail’s sense of community: •Bravo is the number one “Favorite” event in the recent Town of Vail community survey. •Vail is home to the Bravo Festival, one of the nation’s most respected classical music festivals providing guests and residents with world-class musical experiences. •Music transcends politics, religion, race, age, and level of education, creating experiences to be shared by all equally. •75+ local residents serve on the Board of Trustees and Advisory Council, serving as ambassadors within the community, around the nation and worldwide. •The Festival recruits younger Board members from the Vail business community, training them in Board governance and encouraging them to have an active voice in the continuation of the Festival’s success. •Bravo has year-round professional staff working in the offices in West Vail. Sustainability Efforts Green Measures 13 Town of Vail | CSE | 10/03/12 •Classical music is performed using the power of acoustic instruments at its core providing an environmentally sensitive basis for the Festival. •Festival concerts are held primarily outdoors during daylight hours, with very little requirement for HVAC or lighting. •At each concert the Program Book copies that are left behind are gathered, saved and redistributed at future performances. •Bravo reduces the use of printed materials in favor of electronic methods increasing the use of the website and e-blasts to generate ticket sales. Electronic distribution of board packets, event invitations, order confirmations and the implementation of an electronic auction system provide additional decreases in paper consumption. •The Bravo office recycles paper, plastic, aluminum and cardboard. It has energy efficient appliances, light bulbs and many recycled fixtures. 2012 Bravo Video 14 Town of Vail | CSE | 10/03/12 Watch the Dallas Symphony and its Music Director Jaap van Zweden perform Beethoven's Fidelio Overture at the Bravo! Vail Valley Music Festival. http://www.youtube.com/watch?v=DsNby1TjVu8&list=FLLiwwnZ86 MmsaCP1QAwhFfQ&index=0&feature=plcp Video produced by Satchele Burns through the Vail Local Marketing District