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HomeMy WebLinkAbout2012 Lionsead Family Fun Club RecapEvent Recap: Lionshead Saturday Family Fun Club Commission on Special Events October 3, 2012 Photo by Jack Af‡eck Thursday, September 27, 12 Lionshead Saturday Family Fun Club Saturdays, June 23 to August 11, 2012 J. Brian Hall Event Producer Blue Creek Productions, Inc. Office: 970.926.5855 Mobile: 970.376.2594 brian@bluecreek.com 2Town  of  Vail    |    CSE    |    10/3/12 Thursday, September 27, 12 Vail Brand Compatibility “Premier  Interna;onal  Mountain  Resort  Community” 3Town  of  Vail    |    CSE    |    10/3/12 Standard of excellence met by: •Named #2 out of 7 best by Denver Post “Sweet Summer Deals” 7/9/12 •Family audience made up of active visitors, 2nd homeowners and area locals •High quality interactive and engaging activities & educational presentations •Superior guest service & customer interaction proven in guest comments •Partnerships with Town of Vail Fire & Environmental Sustainability •Creating partnerships with other local events for maximum impact of all- Vail Arts Festival, Vail America Days & Vail Intl. Dance Festival Thursday, September 27, 12 Event Strengths & Weaknesses 4Town  of  Vail    |    CSE    |    10/3/12 •Exceeded expectations: Extended events series to 9 event from 6, increased family activities and educational presentations for more participation, increased social marketing - saw results, strong positive comments from guests in surveys. Passionate involvement in family/ kid games & challenges. •Measures that could be taken for event improvement: More family participational activities, exhibits & contests, feature entertainment act, Artisan Sale, use of Arrabelle Ice Rink area, more for tweens/young teens. •For repeat event, comparison to past years: High number return guests/raving fans, able to better partner with other events and retailers to increase impact of event. Thursday, September 27, 12 Event Budget 5Town  of  Vail    |    CSE    |    10/3/12 •Total event budget: •CSE funds: $20,000.00 •Complete final budget and expenses attached Thursday, September 27, 12 Estimated Results* 6Town  of  Vail    |    CSE    |    10/3/12 •Es;mated  aFendance: •Method  you  used  to  es;mate  aFendees:  We  did  live  count  throughout   the  event  to  get  es;mate. Saturdays 2011 2012 June 16 NA 325 June 23 NA 435 June 30 NA 460 July 7 575 600 July 14 625 550 *Rain, thunder & lighting July 21 550 500 *Rain July 28 600 425 *Rain, thunder & lighting August 4 625 450 *Rain, thunder & lighting - Shutdown early, scary weather! August 11 450 575 *Rain at end. •%  of  people  aFended  previous  years:  20%  each  week  es;mate. Thursday, September 27, 12 Estimated Results* 7Town  of  Vail    |    CSE    |    10/3/12 •AFendees  came  from  (local,  regional,  out  of   state,  interna;onal): 74%  Vaca;oning,  23%  2nd  Homeowners,   3%  locals *per  our  surveys. *Large  percentage  of  visitors  from  Mexico   &  South  America •  Average  age  of  adults:          44 •  Age  range  of  kids:          infant  to  15  years  old •  Average  age  of  kids:          7  years  old •  Average  #  of  kids  per  family:          2.5 Thursday, September 27, 12 Estimated Results* 8Town  of  Vail    |    CSE    |    10/3/12 •Lodging: •%  aFendees  stayed  in  Town  of  Vail:      73% •Average  amount  spent  on  lodging/day:  noty  determined •Es;mated  room  nights  booked  due  to  event  associa;on:  Not  able  to   ;e  directly  to  event. •Lodging  call  to  ac;on:  visitvailvalley.com  and  Lionshead  Lodges •Shopping:  Some  Lionshead  Merchants  told  us  they  saw  10%  to  30%   increase  in  sales  during  the  sidewalk  sales  associated  with  our  events. •Other  Ac;vi;es:  We  are  able  to  have  with  our  guests  regarding  other  Vail   events  and  ac;vi;es.  Many  asked  ques;ons  about  other  events  like  the  Vail   Farmer’s  Market,  where  to  eat  and  what  else  their  family  could  do  while  in   Vail.   *  Based  on  survey  results. Thursday, September 27, 12 Estimated Results* continued... Town  of  Vail    |    CSE    |    10/3/12 *  Based  on  survey  results. Merchant  Survey  Results  of  Sidewalk  Sale  Par;cipants: 1)  Do  you  feel  the  sidewalk  sale  helped  your  business?                    Yes  100%          No  0% 2)  Did  you  experience  any  increase  to  expected  sales  during  the  LH-­‐SFFC  Sidewalk  Sale?                    10%  to  30%   3)  If  we  were  to  offer  the  Sidewalk  Sale  as  part  of  our  event  next  summer  would  you   par;cipate?                    Yes    100%          No  0% 4)  Any  other  comments  regarding  the  sale  or  the  event? •  Traffic  was  up,  sales  were  up  •  Love  to  see  more  ac;on  down  on  Ice  Rink  area  • Thanks  for  suppor;ng  Lionshead,  it  makes  a  difference  •  Rain  really  effected  most   Saturdays. Thursday, September 27, 12 Estimated Return on Investment (ROI)* 10Town  of  Vail    |    CSE  |    10/3/12 •Addi;onal  Town  of  Vail  spending  event   generated:  Very  hard  to  determine •Ra;o  of  increased  revenue  to  amount  of   funding  received:  Researching •Addi;onal  sales  tax  revenue  generated  by   event  accrued   to  Town  of  Vail:**  researching  with  the   Lionshead  merchants. *  Based  on  survey  results. **  Town  of  Vail  sales  tax  =  4%.  Lodging  tax  =  5% Thursday, September 27, 12 Visitor Intent to Return* 11Town  of  Vail    |    CSE    |    10/3/12 Sa;sfac;on  ra;ngs: •Would  you  return  to  this  event?           100%  Yes      0%  No •Did  you  think  our  event  was  fun?       100%  Yes      0%  No •Was  this  your  first  visit  to  Vail?                   22%  Yes        78%  No *  Each  week  we  talked  to  many  families  who   had  come  in  past  years  and  were  happy  to  be   back.  Many  families  came  mul:ple  weeks   during  their  stays  in  Vail. *  Based  on  survey  results. Thursday, September 27, 12 Topline Marketing Efforts 12Town  of  Vail    |    CSE  |    10/3/12 •Launched event specific website •Created new event logo, posters and fliers Thursday, September 27, 12 Topline Marketing Efforts •Created ongoing Flash email flier, press release & social media push showing photos from past event and teasing up coming special presenters ( Denver Museum of Nature & Science, Denver Butterfly Pavillion) •Hotel Concierge Promotion/Information program Town  of  Vail    |    CSE  |    10/3/12 Thursday, September 27, 12 Topline Marketing Efforts • How did you find out about us? Internet 35% (visitvailvalley.com 11%) Just Came By 19% Word of Mouth 17% Hotel Concierge 15% Newspapers 9% Other 5% * from our surveys. Town  of  Vail    |    CSE  |    10/3/12 Thursday, September 27, 12 Community Contribution 15Town  of  Vail    |    CSE  |    10/3/12 •Impact on Vail’s sense of community: •The Lionshead SFFC creates a great sense of hospitality and community in Vail. It made guests feel welcomed in our town. •Free fun for kids, happy and relaxing times for the parents. We get a great chance to talk to the parents as the kids are having fun, and we believe that gives our guests a great idea of what the people of Vail are like, what our community is all about. •They were pleasantly surprised that these activities for their kids were free and commented on how wonderful the staff was with their kids. •Quality, educational special presentations from professional groups Thursday, September 27, 12 Sustainability Efforts 16Town  of  Vail    |    CSE  |    10/3/12 •We chose “green” arts & Crafts Supplies whenever possible. Discarded supplies were sorted and returned to supply stations for reuse •We created games and activities that featured “green” themes and unitized recycled materials •Many of our “special presenters” were chosen for their “green” themes and content. (Denver Butterfly Pavilion, DMNS) •Staff members car pooled into Vail from home. •Trash was sorted using TOV receptacles Thursday, September 27, 12 Additional Information 17Town  of  Vail    |    CSE  |    10/3/12 • “Always a very nice, easy going afternoon”, Schack Family • “Good variety of activities. The Raptors and the fire truck were neat!” • The young people working and assisting the kids were very professional and friendly” • “We come every summer with 5 kids, perfect for everyone” • “Our 2nd year in a row, Pizza Toss contest was the highlight the kids trip, we’ll be back” • “Great experience, Really makes it worth coming downtown when you have 5 kids” Some comments from our surveys: Thursday, September 27, 12 FY 2012 Budget Revenues: Requested CSE Contribution 20,000 For 9 Events Sponsorships 3,000 Total Revenues:23,000 Expenses: Advertising Banners & Signage 200 Rack Cards & Fliers 450 Newspaper 0 Misc. Publications 0 Radio 0 Electronic Media/Website 400 Beer/Wine/Soda/ice 0 Consulting 0 Entertainment Children's Activities 3,150 Performers/Raptor Educatin Foundation 5,850 Inflatables 2,700 Kids Discovery Zone (Special repsenters, Green Activities, etc.) 1,200 Event Fees Insurance 500 Police 0 Security 0 Sound Permit 50 Special Event License 100 Tent Permit 0 Food Cost 0 Miscellaneous 0 Recruitment 0 Sponsor Activities 0 Sponsor Gifts 0 Staff 0 Event Workers 3,600 Administration 4,300 Tables/Linens Rental 200 Tent Rental 300 Travel & Lodging 0 Total Expenses:23,000 Net Income/(Loss)0 Presented by Blue Creek Productions, Inc. Description Lionshead FFC Budget - 2012 Budget Detail 9 Events