Loading...
HomeMy WebLinkAbout2012 Spring Back to Vail Recap Combined 201 2 Post -Event Recap Report TOV Commission on Special Events 1) EVENT OVERVIEW Some of the strengths and weaknesses are as follows…  Marketing and PR campaigns were very successful – major coverage generated almost 13 ,000,000 impressions and well over $1,0 00,000 in equivalent value.  Media included television, radio, print and digital media  Strong sponsorship – Spring Back to Vail was presented by Vail Mountain, Bud Light, Cadillac, SoBe Lifewater, Sprint, Town of Vail and Skiing Magazine and was brough t to you in part by Helly Hansen, Maui Jim, MATADOR® Beef Jerky, Macanudo, Liberty Skis, UrgentRx, Ski Bumper, Vail Daily and KZYR -The Zephyr.  Spring Back to Vail included a full schedule of free headliner concerts, nightly parties, the legendary World Pon d Skimming Championships presented by Rockstar and much more. The lineup of entertainment for Spring Back to Vail included free headliner concerts from Thievery Corporation , Grace Potter and the Nocturnals, JJ Grey & Mofro, IRATION , DJ Logic, The Sessh, an d Schwing Daddy.  Marketing and PR campaigns were very successful in promoting awareness and driving event attendance especially during a slow snow year.  Estimated attendance/visitors in Vail during Spring Back to Vail: 50,000 +  Research shows that out of state attendance seems to have grown dramatically from 37% in 2011 to 52% this year .  Research shows that Spring Back to Vail was a main reason for choosing Vail, which is double that of last year.  Spring Back to Vail definitely raises the guest enjoyment of their experiences.  On -mountain events included World Pond Skimming Championships and a full weekend of the expo village at the Vista Bahn base area .  High loyalty and suggestion of repeat b usiness all came out of research .  Th e range of well -known A -list as well as emerging artists this year reached a wide variety of concert goers and a provided great energy throughout the town each night . The sponsor and band awareness numbers were superb.  The Green Initiatives play a key role in an event of this size, Highline is proud of the recycling efforts surrounding this event with such high attendance at concerts and at the World Pond Skimming Championships .  The Sunday IRATION concert which followed the World Pond Skimming Championships was a key factor in effectively brin g ing people safely into town and off the mountain on closing day . Check out the photos in the PDF presentation to see the crowds! 2) EVENT BUDGET  Detailed event budget, including a ll revenues and expenses as of 5/31/2012 . 3) M ARKETING/PR OVERVIEW See Marketing and PR Highlights in PowerPoint Deck REVENUES: 420 Sponsorships 615,816 $ 420.5 CSE Event Funding 34,000 421 Entry Fees 3,075 421.5 Ticket Sales (Prvt Reserved)2,300 422 F&B Sales (less sales tax)49,870 423 Merchandise Sales 190 TOTAL REVENUES 705,251 $ EXPENSES: 510 Event Operations 52,680 $ 517 Entertainment/Bands 358,068 519 Event Promotions - 519.5 Event Advertising/Marketing - 520 Event Merchandise/Sponsor Gifting 9,319 525 Event Supplies 13,257 526 F&B Expenses 21,683 526.5 Charitable Donation 6,143 527 Equipment Rental 36,860 529 Event Photography 750 530 Portable Toilets/Trash Removal 2,995 533 Prize Money/Appearance Fees - 535 Public Relations 10,000 538 Venue Rental/Site Fees - 543 Wardrobe/Uniforms - 550 Event Insurance 5,000 555 Equipment Repairs - 617 Bank/Credit Card Charges - 620 Auto Expense - 626 Pre-press/Design - 627 Licenses and Permits 700 628 Printing and Reproduction 6,534 630 Office/Computer Supplies 200 631 Office Expenses 333 636 Postage & Delivery 1,190 638 Web Site/E-Mail 100 640 Event/Sales Travel 3,342 641 Meals/Entertainment 1,692 642 Lift Tickets - 643 On-Mountain Dining - 644 Event Lodging 6,583 646 Sponsor Ground Transfers - 669 Contract Labor 4,777 670 Payroll Expenses 31,445 671 Sponsor Management/Commissions 51,600 672 Event Management/Project Flat Fee 80,000 TOTAL EXPENSES 705,251 $ VAIL INVESTMENT/SPEND (0)$ 4) HOW WERE PARTICIPANTS AND/OR ATTENDEES DIRECTED TO BOOK LODGING? A variety of avenues were used to help direct attendees to book lodging including press releases, website inclusion, e -blasts and TV advertising with mention of the lodging deals. a) A link was included on vail.com/springback to direct the public to lodging specials b) Vail Mountain Marketing included digit al advertising that mentioned lodging as part of Spring Back to Vail c) Phone inquiries who reached the event producer directly were directed to visit the event website for lodging specials and also directed to the variety of lodgi ng partners in the Town of Vail who helped with in -kind or discounted lodging. Properties ranged from the Sonnenalp Resort of Vail, Vail Racquet Club, The Antlers at Vail, The Lodge Tower, and Holiday Inn. 5) EVENT SURVEY RESULTS a. Attendance Numbers and demographic profile: i. Estimated Specific Event Attendance – 50 ,000 + (via crowd counts (live/photos), F&B sales, wrist bands, lodging occup ancy , lift t ickets ) ii. Almost two -thirds of respondents knew about Spring Back to Vail prior to their arrival i n Vail. Almost half of the guests said that Spring Back to Vail influenced their decision to visit Vail . 30% of non -local respondents had attended Spring Back in previous ye ars while three -fourths of the F ront R ange guests have been to Spring Back to Vail before. There was a 18 percentage point increase in Out of State and Internati onal guests as compared to 2011 and a 30 percentage point increase from 2010. iii. Local=5 % Regional= 26 % Out of State/International=69 % iv. Average Age: 3 5; M=60 % F=40 %; Average HHI= $1 5 0,000 b. Estimated spending by event attendees: Please See ROI Model that follows c. Visitor Intent to Return and Satisfaction Ratings: i. Almost half of all respond ent s said they are likely to attend Spring Back next year . ii. Spring back to Vail had a positive effect on 96% of the guests. iii. Spring Back generated a high Net Promoter Score d. Estimated Return on Investment to the Town of Vail Estimated Incremental Room Nights and Revenue Generated by Spring Back To Vail. The numbers be low are final estimates for the 201 2 event. Incremental Room Nights Estimated attendance: 5 0,000 Those who came just for the event: 50% Those staying in Town of Vail lodging: 80% Average nights stay in Vail: 3 Total Incremental Room Nights: 60 ,000 Incremental Spending Estimated attendance per day: 7,143 Average amount spent: $2 00 Event Days: 7 Subtotal Spent on Event Days: $10,000,200 Average lodging price per person per night: $100 Incremental room nights: 60 ,000 Subtotal Spent on Lodging: $6 ,0 00 ,000 Number of days in Vail not for event: 1.0 Number of peop le staying additional days: 4 ,500 Average amount spent per day: $300 Subtotal Spent on Non -Event Days: $1 ,3 50 ,000 Total Estimated Incremental Spending: $17 ,350 ,2 00 201 2 Town of Vail ROI Town of Vail Investment $34 ,000 Total Value of Media, Public Relations and Event Related Impressions for a top -tier Presenting Sponsor (such as the Town of Vail) (measured by Event Industry -accepted means). This number is based on the projected PR and marketing for this event and estimates from this event last year and other similar events. $1,1 00,000 Return on Investment through Media, PR and Event Related Impressions alone: 31 -to -1 Est. Incremental Room Nights Generated 60 ,000 Subtotal spent on event days: $1 0 ,000,2 00 Subtotal spent on lodging: $6 ,0 00 ,000 Subtotal spent on non -event days: $1 ,3 50,000 Incremental Spending Generated: $17 ,350 ,2 00 TOV Tax Receipts (Sales - 4%, ST Lodging -4%) $694 ,008 TOV Return on Investment through Incremental Spending 19 -to -1 6) POTENTIAL FOR GROWTH AND DEVELOPMENT FOR SPONSORSHIP AND MEDIA EXPOSURE We see strong potential for continued growth in both sponsorship and media exposure. 7) DIDATHEAEVENTAIMP CTAV IL’SA“SENSEAOFACOMMUNITY”? Spring Back to Vail does a great job of impacting the sense of communit y. With a less than desirable snow season, Spring Back to Vail brought the festive crowds out to celebrate the mountain, spring weather and all that Vail has to offer. This event drove traffic to the mountains for crowds to enjoy the entertainment and spr ingtime in the mountains . Spring Back to Vail kept the momentum going thro ughout closing weekend. 8) HOW DID THE EVENT SHOW A COMMITMENT TO A SUSTAINABLE ENVIRONMENT? Please see slide in PowerPoint presentation. 2012 Event Recap Presented by H I G H L I N E Prepared for May 31, 2012 EXECUTIVE SUMMARY Spring Back to Vail, the annual spring bash celebrating the close of the winter season, returned to Vail for its tenth year April 9-15, 2012. Spring Back celebrated the season in style with a jam-packed schedule of parties, giveaways, on-mountain events and four headliner concerts. Headliner for Spring Back to Vail included Thievery Corporation, Grace Potter and the Nocturnals , JJ Grey & Mofro and IRATION. The event schedule also included the wet ‘n’ wild World Pond Skimming Championships presented by Rockstar . 2012 saw the return of no-cost admission for all events and concerts surrounding Spring Back to Vail, marking the continuation of Vail Mountain’s commitment to providing free, first-rate entertainment for guests from all over the world. The event kept the town packed despite less than desirable ski conditions. Bud Light Presented Thievery Corporation. The Ford Park venue was packed! Photo   EVENT SNAPSHOT • Total In-Town Attendance : estimated to be more than 100,000 based on event traffic, skier visits, lodging and merchant data • Dates : Monday, April 9 – Sunday, April 15, 2012 • Estimated total media impressions: 12,946,228 • Locations: – Base of the Vista Bahn Express, Vail Village – Base of the Eagle Bahn Gondola, Lionshead – Solaris on Meadow Drive, Vail Village – Ford Park – Golden Peak base area – Vail Village Accounts Thievery Corporation brought an amazing production and entertainment for the headliner concert at Spring Back to Vail. Photo   EVENT SCHEDULE EVENT ELEMENTS: CONCERTS • Grace Potter and the Nocturnals – Free concert at Ford Park – Grace Potter and the Nocturnals , who played Spring Back to Vail 2011 to rave reviews, played a free show in Ford Park on Thursday, April 12, 2012. Named one of the “Best New Bands of 2010” by Rolling Stone and one of VH1’s “Artists You Oughta Know,” the band is nearing completion of their fourth studio album, The Lion The Beast The Beat. Grace Potter & the Nocturnals returned to Vail for Spring Back to Vail. The crowd was blown away with the performance that kicked off the Spring Back concerts. EVENT ELEMENTS: CONCERTS • Thievery Corporation – Free concert at Ford Park – Once again filling up Ford Park concert venue to capacity, Thievery Corporation drew a strong crowd and put on a spectacular performance. Eric Hilton and Rob Garza, the DJ duo behind Thievery Corporation, cite many different influences for the creative and interesting music they make. Since the formation of the band in 1995, Thievery Corporation has released six studio albums and been nominated for a Grammy. The duo enlists the help of numerous supporting artists, from vocalists to guitarists and more, to add a full sound to the music they create. Thievery played a free concert in Ford Park on Friday, April 13. Crowd enjoying the entertaining performance of Thievery Corporation presented by Bud Light. EVENT ELEMENTS: CONCERTS • JJ Grey & Mofro – Free concert at Solaris in Vail Village – JJ Grey & Mofro is a Blues/Southern rock band hailing from Jacksonville, Fla. that has built an intensely loyal fan base since their debut in 2001. Grey is known for laying it all on the line during every single performance, leaving blissful fans and overwhelming praise in his wake. Grey comes from a long tradition of Southern storytellers and, in that spirit, he fills his songs with details that are at once vivid, personal and universal. The band played a free show on Saturday, April 14. The crowd enjoys JJ Grey & Mofro . A big crowd was out at this Solaris venue. EVENT ELEMENTS: CONCERTS • IRATION – Free concert at Solaris in Vail Village – Reggae band IRATION took the Spring Back to Vail stage at Solaris in Vail Village on Sunday, April 15 for a free concert to close out Spring Back to Vail following the World Pond Skimming Championships at Golden Peak. The band mixes elements of reggae, rock and pop with keyboard/synth and melodic vocal lines to create a sound that is truly unique. A strong closing weekend with a great crowd at the IRATION concert following World Pond Skimming Championships. EVENT ELEMENTS: POND SKIMMING • World Pond Skimming Championships presented by Rockstar – Free event at Golden Peak base area – The World Pond Skimming Championships presented by Rockstar returned to the Golden Peak base area for the tenth year on Sunday, April 15. A closing day tradition in Vail, skimmers from around the world gathered in Vail to test their buoyancy on Lake Golden Peak in a spectacle that defies the laws of physics – and sometimes common sense. Above: A participant launches the Pond Skimming kicker as the crowd looks on. Right: Vail visitors enjoy the competition and the BBQ lunch from Vail Mountain in addition to sponsor expos from Sprint, MATADOR, Muscle Milk and Rockstar . EVENT ELEMENTS: SPRING BACK TO VAIL EXPO VILLAGE Friday – Sunday, Base of the Vista Bahn • Guests experienced brand expos and received organization non-profit cause overlay information and product samples in this area from the likes of Cadillac, Sprint, Helly Hansen, Maui Jim, Rockstar , Muscle Milk, Rustic Crust and more. Demos from Liberty Skis, Nordica and Ramp Sports were also available. Above: Guests checking out the latest and greatest in offerings from amongst approximately 20 brands. Right: The Sprint activation was one of several brands creating strong data-capture, fun giveaways and activity for the resort guest. EVENT ELEMENTS: COMPLIMENTARY BREAKFAST Saturday – Sunday, Base of the Eagle Bahn Gondola, Lionshead • Complimentary EVOL Burritos were provided to Vail guests throughout each am on behalf of Vail Mountain and EVOL Burritos. Guests were thrilled. – Saturday, 9am-11:30am-1,000 burritos were provided – Sunday, 9am-Noon-1,000 burritos were provided Above and right: Brand representatives passing out EVOL Burritos. EVENT ELEMENTS: SPRING BACK TO VAIL EXPO VILLAGE • The GoPro Hero Hunt, Saturday, Base of the Vista Bahn – Specially marked empty GoPro Housings were hidden on mountain and in the Village the morning of the event. Through Facebook and twitter channels, clues to the locations of the housings were revealed. – Registered participants, sporting GoPro bibs, headed out at 11am, using the clues to locate the hidden Housings. Once a housing was found, winners would return to the GoPro tent to exchange the empty Housing for a new Hero2 camera super well received by all. Above: Two winners of the GoPro Scavenger Hunt showing off their new GoPros . Right: Prior to making a mad dash, participants stand by, ready to get the clues for the GoPro Scavenger Hunt. EVENT ELEMENTS: APRES AND AFTER DARK PARTIES Bud Light promo girls, ski giveaways and Bud Light specials were enjoyed by many at various accounts during Spring Back to Vail. In addition, Spring Back promo staff were out in full force with fun swag to complement the Bud Light promotions. Promo staff handed out Spring Back t-shirts, glasses, koozies and a variety of sponsor swag including Rockstar hats, Skiing Magazine koozies , Bud Light swag, Sprint mints, additional sponsor gifts and more. • Wednesday, April 11, 4-6 p.m. Spring Back to Vail Opening Party presented by Bud Light at the Red Lion, Vail Village • Thursday, April 12, 4:30-6 p.m. – Bud Light Après Party at Vendetta’s, Vail Village • Thursday, April 12, 10 p.m.-midnight – Bud Light Post Concert Party, The George, Vail Village • Friday, April 13, 4-6 p.m. – Bud Light Après Party at The Club, Vail Village • Friday, April 13, 10 p.m .-midnight – Bud Light Post Concert Party at Vendetta’s, Vail Village • Saturday, April 14, 4-6 p.m . – Bud Light Après Party at The Red Lion, Vail Village • Saturday, April 14, 10 p.m.-midnight – Bud Light Post Concert Party at Samana , Vail Village • Sunday, April 15, 8-10 p.m. – Bud Light Post Concert Parties at Samana and The Club, Vail Village ADVERTSING, MARKETING AND PUBLIC RELATIONS A full advertising, marketing and public relations campaign was executed surrounding Spring Back to Vail in local, regional and national media. Placements are made with print, broadcast and digital outlets. • Media impressions totaled more than 12,946,228 – Print impressions: 834,553 – Television impressions: 2,703,238 – Internet impressions: 8,871,934 – Outdoor: 306,250 – Email Blasts: 230,253 • Estimated media value of the PR and marketing campaign totaled more than $1,000,000 ADVERTISING: PRINT 2012 Print Placements • Regional (Front Range Colorado) – 2 ads Friday, April 2 and Thursday, April 9 in Colorado Daily (Circulation: 10,000) – 2 Full page ads Thursday, March 26 and Friday, April 2 in The Rocky Mountain Collegian (Circulation: 11,515) • Local/Mountain Regions: – 15 ads of various sizes, including 3 full page, and 6 half-page wraps placed in the Vail Daily (Circulation: 15,500) – 8 full page ads ran in the Daily Weekly , in Vail (Circulation: 7,000) Example of a half page Vail Daily newspaper cover wrap above. Wraps were seen multiple times throughout the event week in addition to cover photos and articles in the Vail Daily. PRINT EXAMPLES Rocky Mountain Collegian ad and full page Vail Daily ad examples. PRINT EXAMPLES Variety of Vail Daily ads including half page Vail Daily cover wraps. ADVERTISING: BROADCAST • 2012 Television Placements - Front Range Colorado/mountain range ads were placed through Cable TV Denver Interconnect and also reached value- added Cross Channels – :30 second spots aired during primetime and sporting events – Networks: ESPN, ESPN2, MTN TV, ALT, AMC, BRAVO, CNB – The television campaign generated 2,703,238 impressions • Denver Center for Performing Arts – 2 digital billboard ads were displayed outside the Denver Center for Performing Arts – :10 second clips – Estimated impressions: 306,250 ADVERTISING/MARKETING: DIGITAL • Spring Back to Vail has it’s own custom event page at vail.com/springback , which included event schedules, sponsor logos and links, event videos and more • Online static ads for Spring Back were placed through a service that targets consumers through geo-targeting and online behavior, which generated an estimated 3,213,192 i mpressions. ADVERTISING/MARKETING: DIGITAL • Event information was included in email blasts from numerous organizations, including Vail Mountain, Town of Vail and Highline Sports & Entertainment reaching more than 225,000 – Vail Resorts email blasts featuring Spring Back To Vail reached the in- state list, out of state, in state pass holders and out of state pass holders ADVERTISING/MARKETING: DIGITAL • Skiing Magazine E-blast – Skiing Magazine Digital reach – One custom geo-targeted eBlast reaching 23,804, Thursday, April 5th – Live tweeting during Spring Back to Vail – 260,000 front range geo-targeted impressions across SkiMag.com & SkiingMag.com Social media played a large role in spreading the word about the event, as many of the artists and sponsors involved in the event are very active on a number of social networks. • Facebook – Both Vail Mountain and Highline Sports & Entertainment posted relevant event news, promotional videos and content relating to the event – Bud Light worked with numerous media outlets to promote prize package giveaways for Spring Back to Vail through their Facebook and Twitter pages • Twitter – Information and content about Spring Back was distributed by both Vail Mountain and Highline Sports & Entertainment – More than 300 tweets about Spring Back to Vail were sent over the course of the event by artists, sponsors and attendees, generating millions of impressions • YouTube – Many videos of the concerts and Pond Skimming were captured by attendees and put up on YouTube in the following days SOCIAL MEDIA PUBLIC RELATIONS A comprehensive public relations campaign surrounding Spring Back to Vail was conducted, reaching out to local, regional and national media outlets to enhance coverage of the event in the news media. Press Releases – Nine press releases on subjects ranging from the initial announcement of the concert lineup to the day-to-day lineup of events for Spring Back were distributed to national, local and regional media. Editorial Placements – The comprehensive public relations campaign for Spring Back to Vail resulted in approximately 100 editorial placements in local, regional and national print, online and broadcast news media, which generated an estimated more than 6,164,795 impressions. Spring Back to Vail was all over the Vail Daily and the Daily Weekly in Vail leading up to and during the event. See the attached PR results spreadsheet for further detail on placements and impressions. EVENT COLLATERAL Samples include credentials with sponsor logo inclusion EVENT MERCHANDISE Event Merchandise was distributed at each concert at the pouring stations and at VIP areas. Merchandise included Spring Back to Vail glasses and Vail logo’d koozies . Co-branded Bud Light- Spring Back to Vail t-shirts were created for the Bud Light Trip winners. Additional items in the sponsor bags included a Spring Back/Bud Light branded beer sticks, Skiing Magazine, Rockstar hats, Vail Mountain hang tags, Muscle Milk, Rockstar product , Sprint mints and a variety of samples from other sponsors. EVENT SIGNAGE In addition to sponsor banners displayed at the venues, event specific signage was created and displayed throughout town and on-mountain prior to and during Spring Back to Vail. Photos of the Lionshead Village and Vail Village Town of Vail banner locations are seen here in addition to a poster example that was placed all throughout the Vail Valley. An example of an event specific banner that was placed throughout the events in addition to the Town of Vail banner seen here at the entrance to the Ford Park venue. EVENT SIGNAGE The event poster, sponsor logo’d scroll banner , large screen logo loop, stage scrim and Town of Vail banner art are seen here. The screen and logo loop was used at the Thievery Corporation concert and Pond Skimming. The Town of Vail banner hung at the entrance to Lionshead and on Bridge Street the week leading up to and throughout the event. The scroll banner with sponsor logos was displayed at each bar party. PHILANTHROPIC COMPONENTS • Macanudo Raises funds for Habitat for Humanity – Macanudo Cigars, a sponsor of Spring Back to Vail, raised awareness and more than $1,600 in funding for the Habitat for Humanity of Eagle and Lake Counties at the Thievery Corporation, JJ Grey & Mofro and IRATION concerts. PHOTOS   GREEN INITIATIVES • Worked with town environmental officials to develop green practices and worked with Town of Vail street department to recycle all event cardboard, plastic and aluminum • Worked with Vail Mountain environmental team for recycling at on-mountain events • Had event staff dedicated to collecting and sorting trash and recycling • Had recycling station setup at the Ford Park concert and had recycling signage printed on recycled signs • Served beverages in recyclable or compostable cups • No vehicles were left idle while loading in and out • Moved to majority use of linens in lieu of plastic disposable tablecloths • Reverb Eco Village expo - based in Portland, Maine, Reverb is a 501(c)(3) non-profit organization founded in 2004 by environmentalist Lauren Sullivan and her musician husband, Adam Gardner of Guster . Reverb provides turn- key greening programs for artists' tours while conducting grassroots outreach and education with music fans everywhere. This expo was at the Vista Bahn base area on Saturday and Sunday of the event. • Recycled banner bags were created for prize winners, media and other partners CUSTOMIZED SPONSOR ACTIVATION A variety of sponsor activation occurred at the concerts and the expo village. From promo teams out at concerts sampling Rockstar and Matador Beef Jerky to the wide variety of brands out at the Expo Village creating energy. THANK YOU Thank you for being a key partner in the success of Spring Back 2012!