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Home My WebLink About2012 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 4 Town of Vail | CSE | 9/05/2012 •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 5 Town of Vail | CSE | 9/05/2012 •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 6 Town of Vail | CSE | 9/05/2012 * 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 7 Town of Vail | CSE | 9/05/2012 •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 8 Town of Vail | CSE | 9/05/2012 •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)* 9 Town of Vail | CSE | 9/05/2012 •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* 10 Town of Vail | CSE | 9/05/2012 Satisfaction ratings: •Survey not yet completed Topline Marketing Efforts 11 Town of Vail | CSE | 9/05/2012 •New logo and event branding •Launched Event Website •Multi-Day Ad Placement in Vail Daily •Postcards and other Print Material Community Contribution 12 Town of Vail | CSE | 9/05/2012 •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 13 Town of Vail | CSE | 9/05/2012 •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 14 Town of Vail | CSE | 09/05/2012 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.