HomeMy WebLinkAbout2012 Hot Summer Nights RecapEvent Recap: Hot Summer Nights
Commission on Special Events
October 3, 2012
Photo by Jack Affleck
Event Title: Tuesdays, June 12- August 21
Vail Valley Foundation, Jennifer Mason
Office: 970.777.2015
Mobile: 970.470.0001
jmason@vvf.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
Standard of excellence met by:
•Performers of National Caliber entertainment
•Consistent, free, high quality entertainment for both locals and tourists
in the prime summer months of Vail
•Offers a variety of musical genres
•Sets Vail apart from other resort based mountain communities
Event Strengths & Weaknesses
4 Town of Vail | CSE | 10/03/12
•Weakness of Hot Summer Nights are lack of attendees, early in the
evening.
•Looking to do drink and food specials pre concert
•More widely known performers
•Parking is the number one complaint of attendees (availability
and cost)
•Signage to venue
•Strength of event:
•Consistent, fun opportunity for locals to gather
•Unexpected, welcome event for out-of-town visitors
Event Budget
5 Town of Vail | CSE | 10/03/12
•Total event budget: $550,000
•CSE funds: $27,500
•Profit and loss: -$18,750
•Funding utilization:
•In-kind sponsorship: $2,800 (police attendance at venue)
•Cash sponsorship: $522,500
Estimated Results*
Attendance Numbers
6 Town of Vail | CSE | 10/03/12
* Based on survey results.
•Estimated attendance:
•2012= 32,716
•% of people in Vail specifically for event
•56% of attendees, came to Vail for HSN (out of state guests only)
•% of people attended previous years:
•2011 = 33,123
Estimated Results*
Demographic Profile
7 Town of Vail | CSE | 10/03/12
•Attendees came from (local, regional, out of state, international):
•76% local
•2% In state day
•10% In state overnight
•13% Out of state
•Average age and income bracket of attendees:
Average age is 46 years and 40% of attendees have an income
bracket of $100K- $199K.
* Based on survey results.
Estimated Results*
Event Attendee Estimated Spending
8 Town of Vail | CSE | 10/03/12
•Lodging:
•% attendees stayed in Town of Vail: 69%
•Average amount spent on lodging/day: $160
•Estimated room nights booked due to event association: 1,772
•Lodging call to action:
•Dining: We estimate that the amount spent over the nine HSN
shows was $830,093
•Shopping: We estimate that the amount spent over the nine HSN
shows was $423,823
•Other Activities: We estimate that the amount spent over the nine
HSN shows was $287,721
* Based on survey results.
Estimated Return on Investment (ROI)*
9 Town of Vail | CSE | 10/03/12
•Additional Town of Vail spending event generated: $1,545,637
•Ratio of increased revenue to amount of funding received: 56%
•Additional sales tax revenue generated by event accrued
to Town of Vail:**
•Sales tax revenue- $61,825.48
•Lodging tax revenue- $14,188.45
* 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:
•On average, 86% of attendees ‘Very’ or ‘Extremely likely’ to
return in the future
•On average, 69% of first time attendees are ‘Very’ or ‘Extremely
likely’ to return in the future
* Based on survey results.
Topline Marketing Efforts
11 Town of Vail | CSE | 10/03/12
•Editorial and ad placements with local Vail Valley print, TV and
radio partners
•Posters, flyers and other collateral distributed throughout Vail and
the Valley
•Social/digital efforts (Facebook, Twitter, digital ads) to expand
footprint of exposure beyond physical attendees
•VVF booth presence, email/data collection and surveying to
interact with and better understand attendees’ preferences and
interests
Community Contribution
Hot Summer Nights is a place to see and catch up with old friends
12 Town of Vail | CSE | 10/03/12
•Impact on Vail’s sense of community:
•Hot Summer Nights, sets our community apart from others. Free concert
series like HSN have become a beloved part of the summer lifestyle in Vail.
People have busy lives; work, personal interests, families, etc and it is hard
to stay connected….HSN is a place to see and catch up with old friends.
•Our community is diverse; diverse in age, interests and income levels, to
name just a few. HSN serves an important and growing demographic group
just as the Vail Intl Dance Festival serves equally well an older, more affluent
demographic of our community.
•Bud Light Hot Summer Nights has proven once again that it is THE social
event of the summer, turning the Gerald R. Ford Amphitheater into the
weekly gathering spot for guests and locals alike. Annually recognized as the
premiere free concert series in the valley, Hot Summer Nights is a
tremendous free benefit for the community and tourists, and something
everyone looks forward to summer after summer in Vail.
Sustainability Efforts
Green Measures
13 Town of Vail | CSE | 10/03/12
•HSN – recycles all paper, cardboard, plastic and aluminum items
at the GRFA.
•Concessions uses utensils made from plant based materials.
•All paper products used in the restroom facilities are made of
100% recycled materials
•Whenever possible sanitation products used at GRFA are
environmentally friendly.
Additional Information
14 Town of Vail | CSE | 10/03/12
Additional documents attached to presentation:
No documents to attach.