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