Loading...
HomeMy WebLinkAbout2012 VAF CSE post-event recap 2012 Post -Event Report to Commission on Special Events Event Dates: June 29 – July 1, 2012 Venue: Lionshead Mall/Arrabelle at Vail Square Event Components  68 Artist Booths  Children’s “Kreative Kingdom” Art Activity area 2012 Highlights  V isitor numbers increased from 10,455 in 2011 to 15,149 in 2012  Lionshead Welcome Center and Bus Stop Improvements  Lionshead -area hotels served as host properties for all artists  Cover Wrap on Friday, June 29 issue of Vail Daily plus a pullout section feat uring each artist in the show  Coordinated with Saturday afternoon Lionshead Family series to offer additional family -oriented entertainment Goals for Future Improvement  Recruit local sponsorship opportunities to enhance event entertainment  Explore additi on of adding walk -around food vendors and balance between restaurants  Find appropriate space for pockets of musical entertainment  Improve upon family -oriented entertainment Event Marketing Plan Breakdown of spending Vail Arts Festival advertising doll ars : • Vail Daily: Eighth page ads were run beginning on May 24, 2012 • Third page Ads began on June 20, 2012, 4 times per week • Third page in Vail Daily Weekly newspaper on June 22 and 29, 2012 • Short wrap on June 22, 2012 • Half page began on June 27, 2012 and ran 3 times • Front wrap on Opening Day, I nside pullout section of paper on Saturday and Sunday  Event Flyers: 75 0 (5” x 8”) promotional flyers promoting the Vail Arts Festival were distributed to businesses throughout Town and to Hotel Concierges  Local Rad io: 8 daily/30 -second spots ran 8 days prior to event on KSKE and Jack FM radio • Roundabout Banners: 8 banners were pl aced in north Main Vail round about seven days prior to the event Lodging Impact/How participants were directed to lodging: All partici pants were directed to Lionshead lodging properties with a lodging impact from artists alone of 388 room nights adding to the total room nights generated of 598 . The average nightly room rate was $369 Contribution to Sense of Community Specific site layo ut and suggestions from Lionshead Merchants help improve the flow of the event and the participation from merchants year after year. 4 3 % of guests return to view the Arts Festival annually to enjoy the ambiance of the Lionshead area with a steady number o f local residents visiting the show each year. Vail Arts Festival “Green” Efforts: • Eliminati on of individual bottled water. Gave all artists refillable water bottles and re -filled throughout Festival. • Canvas shopping bags were available at merchandise t ent, no plastic bags were used. 2012 Vail Arts Festival Budget Revenues TOV Sponsorship $10,000 Artist Fees 26,350 Merchandise sales 438 TOTAL $36,788 Expenses Advertising/Promotions $ 7 ,876 22% Printing/posters/brochures Newspaper ads/insert Radio -Front Range Magazine ads Event supplies 6,775 19% Street banners Event banners Decor Merchandise Chi ldren's Creative Kingdom Operating Expenses 7,841 22% Entertainment Lodging Sound system Equipment rental Website development Artist application website Town of Vail Business License Fees 5,943 16% Security 1,850 5% Private Administrative Expenses 3,900 11% Permits Labor Insurance 2,000 5% TOTAL $36,185  Total completed surveys – 103  Sample size provides statistical validity with an error rate of 9.4% at a 95% confidence interval  Estimated attendance – 15,149 (+/- 20% error level should be considered)  Estimated revenue generated to the Town of Vail - $1,270,692 (+/- 20% err or level should be considered)  60% of the attendees reported a purchase amount from the Vail Arts Festival vendors  The Vail Arts Festival vendors are responsible for approximately $196K (+/- 20% error level should be considered) in revenue generation  Overall Satisfaction – 4.6 (using a scale of 1 to 5, where 1=Not at all Satisfied and 5=Extremely Satisfied)  35% of the attendees came to Vail, CO specifically for the Vail Arts Festival  43% of the attendees had attended the Vail Arts Festival in the past  One Change – More family friendly activities and more food and beverage Vendors  “Newspapers” and “Word -of -mouth” were selected most when asked, “How did you hear about the Vail Arts Festival?”  96% of the attendees staying in paid lodging stayed i n Vail, CO  82% are “Very” or “Extremely likely” to return in the future  68% of the first -time visitors are “Very” or “Extremely likely” to return in the future  Average nights stayed of those who stayed in paid lodging in Vail – 3.5  Average group siz e of those who stayed in paid lodging in Vail, CO – 4.5  Estimated average nightly rate in paid lodging in Vail - $369  Estimated number of room nights generated from the VAF - 598  Average age – 48 Vail Arts Festival Survey Highlights 4 INTERCEPT I NSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086