Loading...
HomeMy WebLinkAbout2012 Season of Song RecapEvent Recap: Season of Song Commission on Special Events November 7, 2012 Photo by Jack Affleck Season of Song: September 20 -23, 2012 Morris Lawrence, Director Office: 855.662.5526 Mobile: 714.655.8784 morris@seasonofsong.com 2 Town of Vail | CSE Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE Standard of excellence met by: •World-class entertainment presented in a world-class resort community •Branding opportunity: When people hear “Season of Song”, they will think of Vail’s autumn beauty set to music Photo: L. Marshall Event Strengths & Weaknesses 4 Town of Vail | CSE •Exceeded expectations: Delivered amazing talent/performers Created memorable experiences with an intimate feel Inspired connection with artist and song Introduced an innovative concept - no other event compares Highlighted the beauty of Vail in Fall •Measures that could be taken for event improvement: Communicate more concisely on website and in marketing efforts Employ the expertise of Onyx and Company for marketing Begin sponsorship solicitation early Increase event awareness through a quarterly newsletter Expand on the great relationships built in year one Event Budget 5 Town of Vail | CSE •Total event budget: •CSE funds: $10,000.00 •Profit and loss: <-$134,000.00> •Funding utilization: National campaign through ASCAP and additional marketing through local channels •In-kind sponsorship: $15,000.00 •Cash sponsorship: $0.00 Businesses seemed reluctant to sponsor a first-year event; additionally, our solicitation efforts began too late in the year for many corporate budget plans. Estimated Results* Attendance Numbers 6 Town of Vail | CSE * Based on survey results. •Estimated attendance: •2100 individuals experienced at least one of the ten separate events that took place at the GFA or Manor Vail during the three days of Season of Song •20% (420) people came to Vail specifically for Season of Song •% of people attended previous years: N/A Estimated Results* Demographic Profile 7 Town of Vail | CSE •Attendees came from (local, regional, out of state, international): •75% local (within 50 miles), 16% front range and other parts of CO., 8% out of state, >1% international •Average age and income bracket of attendees: •Of those responding to the survey, the average age is 53, with an almost even split between male and female. (the younger crowd who came for one specific event only, was less prone to responding to survey questions) •The average income brackets were : •4.5% under $50,000 •14.5% $50,000-$74,999 •14.5% $75,000-$99,999 •57% $100,000-$199,999 •9.5% $200,000-plus Estimated Results* Event Attendee Estimated Spending 8 Town of Vail | CSE •Lodging: •% attendees stayed in Town of Vail: 19.5% •Average amount spent on lodging/day: $118.50 (per couple) •Estimated room nights booked due to event association: 162 (this number includes 88 rooms booked by attendees @ $10,214, and 74 booked by SOS for staff, performers and guests @ $11,840) •Lodging call to action: In 2013 we intend to partner with our host properties to promote “packages” to benefit the hotel, SOS, and our attendees. •Dining: •$15,840 ( inclusive of all attendees and staff and performers) •Shopping: •$12,820 (all inclusive) •Other Activities: •$8,630 (all inclusive) Estimated Return on Investment (ROI)* 9 Town of Vail | CSE •Additional Town of Vail spending event generated: Additional to the $59,354 generated in lodging, dining, retail, and activities $2300 was generated for transportation to Vail by CME, $5800 for food and beverage at the GFA, $11,340 in catering at Manor Vail, and $15,000 in services, sound, and staging at the GFA bringing the total to $93,794 •Ratio of increased revenue to amount of funding received: 9.4 times return (93,794/10,000) •Additional sales tax revenue generated by event accrued to Town of Vail: ** $1102.70 for lodging tax and $2177.20 in sales tax. * Based on survey results. ** Town of Vail sales tax = 4%; Lodging tax = 5% 10 Town of Vail | CSE Satisfaction ratings: •Net promoter score of 8.9 in response to the statement “I am likely to refer friends to Season of Song” (on a 0-10 scale) •Received a 9.3 in response to rating the overall quality of the entertainment •91% of all respondents indicated that they intend to return next year * Based on survey results. Visitor Intent to Return* Topline Marketing Efforts 11 Town of Vail | CSE •ASCAP •Vail Daily •Westword •NSAI •KZYR and NRC •PM Vail (posters/handouts) Community Contribution 12 Town of Vail | CSE Impact on Vail’s sense of community: Although awareness of the event was extremely limited in the town of Vail, those community members who were able to experience a portion of the event were very enthusiastic. There was consensus that Season of Song is a great fit for the community of Vail. There was a general sense of disappointment that so few people knew of this phenomenal event, due to our limited marketing. A number of people mentioned the scheduling conflict with the Founders event, as that portion of our demographic was unable to attend. The positive feedback came in the form of numerous offers to support SOS and to help with next year’s event in “getting the word out.” We experienced an amazing generosity of spirit and well -wishes from the local community. Sustainability Efforts Green Measures 13 Town of Vail | CSE •Recycled paper for all non -electronic correspondence •Recycled paper for event program •Re-useable water bottles and filling stations Photo: Glassbox Design Additional Information 14 Town of Vail | CSE Additional documents attached to presentation: Feedback from our attendees (please see attached document)