HomeMy WebLinkAbout2012 Vail America Days RecapEvent Recap: Vail America Days
Commission on Special Events
September 05, 2012
Photo by Jack Affleck
Vail America Days: July 4th 2012
Human Movement Management / Tony Landon, COO
Office: 720.255.1001
Mobile: 612.387.9258
Tony@humanmovement.me
2 Town of Vail | CSE | 9/05/2012
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3 Town of Vail | CSE | 9/05/2012
Standard of excellence met by:
•Providing a well-branded and polished community event that met all
of Vail’s core concepts.
•Expanding the great tradition of the America Days Festival to improve
it so that it is more in line with Vail’s outstanding Winter Programming.
Event Strengths & Weaknesses
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•Exceeded expectations: This year’s parade had an attendance in
line with previous parades. There were a total of 63 entries.
•Measures that could be taken for event improvement: Poor weather
and fire conditions drastically effected the Festival’s impact on the
town. Canceling the fireworks, the main draw of the event, was a
tough hurdle to overcome. Hopefully in future years these adverse
conditions will not be an issue.
•For repeat event, comparison to past years: We added a full day of
music to this year’s event to keep visitors and guests in the Village
all day long. We also added family and kid friendly activities in the
Lionshead area at a much larger scale than in previous years.
Event Budget
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•Total event budget: $99,112.11
•CSE funds: $65,000
•Profit and loss: Loss of $217.11
•Funding utilization: Fireworks $35,000 Parade $15,191
Family Programing $2,850 Music $9,214.0 Marketing $12,986.2
Festival $12,919.87 Other $851.04
•In-kind sponsorship: $5,000
•Cash sponsorship: $19,500
Estimated Results*
Attendance Numbers
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* Based on survey results.
•Estimated attendance:
•42,000 Based on Estimates provide from the Town.
•% of people in Vail specifically for event: Survey not yet completed
•% of people attended previous years: Survey not yet completed
Estimated Results*
Demographic Profile
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•Attendees came from (local, regional, out of state, international): Survey
not yet completed
•Average age and income bracket of attendees: Survey not yet
completed
* Based on survey results.
Estimated Results*
Event Attendee Estimated Spending
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•Lodging: Survey not yet completed
•% attendees stayed in Town of Vail:
•Average amount spent on lodging/day:
•Estimated room nights booked due to event association:
•Lodging call to action:
•Dining: Survey not yet completed
•Shopping: Survey not yet completed
•Other Activities: Survey not yet completed
* Based on survey results.
Estimated Return on Investment (ROI)*
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•Additional Town of Vail spending event generated: Survey not yet
completed
•Ratio of increased revenue to amount of funding received: Survey not
yet completed
•Additional sales tax revenue generated by event accrued
to Town of Vail:** Survey not yet completed
* Based on survey results.
** Town of Vail sales tax = 4%. Lodging tax = 5%
Visitor Intent to Return*
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Satisfaction ratings:
•Survey not yet completed
Topline Marketing Efforts
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•New logo and event branding
•Launched Event Website
•Multi-Day Ad Placement in Vail Daily
•Postcards and other Print Material
Community Contribution
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•Impact on Vail’s sense of community: The annual Vail America Days 4th of
July Parade is one of the premier community events of the year. It brings
together thousands of friends and families from Vail and surrounding areas
and allows the Vail Valley community to unify while celebrating this beloved
holiday. The parade featured many non-profits and businesses from all over
the Valley, and this year the entire Vail America Days celebration reflected
Vail’s sense of community and identity.
Sustainability Efforts
Green Measures
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•All vendors were required to use Eco-Friendly Products as
outlined by Vail’s “Green Event Checklist”.
•Whenever possible, customers were encouraged to reuse cups
and service items to reduce waste.
Fireworks Cancelation and Refund Policy
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For the 2012 Vail America Days Festival, Human Movement Mgmt signed a $35,000 contract with Zambelli Fireworks to produce a 20 minute firework display using specially made close-proximity fireworks. To date, $17,500 has been paid on this contract. Due to the fact that the cancelation of the fireworks occurred so close to the display date, and all of the product was already manufactured and shipped to Colorado, there is a 30% non refundable cancelation fee of $10,500 for the display. Zambelli is willing to reduce the cancelation fee to 15%, or $5,250, if we are able to provide them with a firm reschedule date prior to the end of the calendar year. The following options are open for discussion:
A. Consider the display cancelled completely and accept a loss of $10,500,. This would leave a refund of $7,000 due back from Zambelli to HMM. In turn, this would decrease the remaining CSE contribution due to HMM by $24,500 creating a surplus in the 2012 CSE Budget.
B. Use the display as part of another town event. It would be possible to use the display for another event in Vail, but since HMM had contracted directly with Zambelli, we would have to figure out how to have HMM work within the scope of another producer’s event to assign the contract from HMM to Vail. How to refund monies to different parties in line with the Town Code and CSE Funding event guidelines would also need to be discussed.
C. Reschedule the display for July 4th 2013, and close out all of the payments for 2012 as outlined by the current schedule. Vail would then pay the 15% cancellation fee from the 2013 VAD budget. This option would be the preference of HMM as it would relieve any legal burden they have gained by contracting with Zambelli for the display. Assuming that future CSE contributions for the Vail America Days event would be consistent with previous years, this would also allow HMM or a different producer the ability to produce a three day festival – due to the fact that the fireworks display represents more than 50% of the event’s annual CSE funding.