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Home My WebLink About2012 Film Festival Recap Combined2011 Vail Film Festival Recap Table of Contents 2012 Sponsors ||||||||||||||||||| 2012 Festival Overview & Demographics |||||| Tribute Award Recipients & Special Events •5SJCVUF"XBSE3FDJQJFOUT |||||||||||||| •1BSUJFT&WFOUT||||||||||||||||||| Advertising/PR/Print Design •"EWFSUJTJOH |||||||||||||||||||| Media Highlights ||||||||||||||||| 2012 Festival Assessment •4USFOHUITBOE8FBLOFTTFT|||||||||||||| •1PUFOUJBMGPS(SPXUI||||||||||||||||| •&DPOPNJD*NQBDU |||||||||||||||| 2012 Sponsors The 9th Annual Vail Film Festival kicked off on Thursday, March 29th with the US Premiere of The Eye of the Storm, directed by 2012 Vail Film Festival Vanguard Award Recipient, Fred Schepisi . Following the sold out screening at the Vail Mountain School, passholders were invited to attend the Opening Night Party Presented by Chipotle at The Lodge at Vail, complete with a custom Chipotle taco bar, Stella Artois , Batter cupcakes, and a special live art performance by Pop Artist Michael Perez who flew in from Miami for the event! The Festival weekend continued for three more days of packed film screenings at the Festival ’s host hotel, The Sebastian Vail, at Cinebistro in Solaris Plaza, and in the Four Seasons Hotel Vail where movie goers at the “Cadillac Theater ” were treated to a custom gourmet popcorn bar, compliments of Cadillac! Highlights of the 2012 Festival included the 2nd Annual Cadillac Short Series, the only festival venue where the public could watch festival short films, the Hotel Caf é Tour Concert on Friday night featuring Grammy nominated and award winning artists, Sara Bareilles and Cary Brothers, Friday night ’s featured film, 6 Month Rule , the Closing Night Film L!fe Happens , starring the 2012 Excellence in Acting tribute award recipient, Krysten Ritter, and Saturday Night ’s Awards Ceremony honoring 2012 Tribute Recipients Fred Schepisi , Krysten Ritter, Michael Brown, and Kim Langmaid . Results of the 2012 Vail Film Festival: • 14,000 attendees from 13 different countries • Over 200 filmmakers in attendance from 8 countries • Screened 58 films from around the world • Celebrity attendees: Krysten Ritter, Fred Schepisi , Blayne Weaver, Martin Starr, Natalie Morales, Sara Bareilles , Cary Brothers, Kat Coiro , and Fallon Goodson • Over 240,000 visitors to Vailfilmfestival .com • Over 23,000 Facebook followers • 114 million media impressions • Over 203 million advertising impressions •150 Festival Volunteers from Vail, Colorado ’s Front Range, Australia, New Zealand, Germany, Argentina, Mexico, and Canada. Over 1,300 hours of volunteered time. 2012 Festival Overview Gender • Male: 47% • Female: 53% Average Age • 41 years Income • Under $50K: 15.0% • $50K- $99K: 20.0% • $100K- $149K: 25.0% • $150K- $199K: 17.0% • $200K- $499K: 17.0% • Over $500K: 6.0% Geography • Local: 18% • In-state (non-local): 23% • Out-of-state: 59% Demographics 2012 Tribute Recipients 2012 Tribute Recipients Parties & Events Advertising Media Highlights Media Highlights Media Highlights Strengths and Weaknesses STRENGTHS -Strong industry awareness. Filmmakers, studios, and film press know of and think highly of the Vail Film Festival and those that have attended in the past continue to speak well of their experience. -Good volunteer base. The festival was successful at marketing to volunteers and recruiting enough volunteers to fulfill all volunteer needs. -Attendees were managed well by festival staff and security and able to enter and exit the screening and party venues easily. -The festival, once again, surpassed previous years in terms of number of film submissions, which helped give the festival an even stronger program of quality films. -Celebrity attendance was strong, with high level award recipients in attendance. -Celebrity attendees included Krysten Ritter, Fred Schepisi , Blayne Weaver, Martin Starr, Natalie Morales, Sara Bareilles , Cary Brothers, Kat Coiro , and Fallon Goodson. -Filmmaker travel and coordination was well executed, with all attending filmmakers able to make their question and answer sessions, film screenings, and events. -Marketing was strong, with numerous marketing partnerships including the Vail Daily, NRC Broadcasting, VailPM , This Week in Denver, Reign magazine, as well as many national outlets such as Comcast. -The festival was successful at securing several major sponsorships, including Cadillac, Chipotle , and Stella Artois . -All venues were located in Vail. The locations of all film screenings, parties, and events made it very easy for attendees to get around. -We hired PMK*BNC, the leading entertainment Publicity Agency, and were able to get far more who helped bring more film industry exposure to the festival than previous years, and helped coordinate on-site interviews with celebrities and attending filmmakers. -We placed more signaage throughout Vail and at festival venues and were able to increase event awareness. WEAKNESSES -The festival needs to work on securing more supporting sponsors. Although we were successful at securing several major sponsors, there is an opportunity to secure far more supporting, and lower level sponsors. We will broaden our efforts to include more regional and local companies in order to grow our supporting sponsor base. This will bring in more revenue, and create more awareness in the regional and local community. -Better coordination with the town on specific activations, our sponsor needs, etc. Potential for Growth Potential for growth and the development of sponsorships and media exposure. The Vail Film Festival has achieved significant growth in media and sponsorships every year since its inception. MEDIA The 2012 Film Festival received over two hundred million media impressions, including strong film industry awareness both domestically and abroad. The VFF acquired a new PR agency, PMK*BNC, that helped bring more awareness both locally and internationally. We launched an aggressive social media campaign for the 2012 Vail Film Festival, including bringing on a designated social media volunteer. In the six months leading up to the 2012 Vail Film Festival we were able to grow our Facebook fan base from 3,000 fans to over 23,000 fans, placing The Vail Film Festival in the top 5 of all film festivals for the number of Facebook fans. We will continue to grow our social media, as well as our traditional media partnerships. SPONSORSHIP The 2012 Vail Film Festival was able to secure sponsorships from internationally recognized brands such as Cadillac, Chipotle , and Stella Artois , as well as numerous sponsorships with regional companies. The Vail Film Festival has built strong film industry and advertising industry awareness, and is able to draw top level sponsors. The film festival will leverage the strong sponsorships of 2012 to build more high level sponsorships for the 2013 film festival. We have received extremely positive feedback from our 2012 sponsors and expect them to return for the 2013 event. We have two more years on our 4-year partnership with our presenting sponsor, Cadillac. How did the event impact Vail ’s Sense of Community? The Vail Film Festival has taken place annually for the last nine years, and brings local residents together for a shared cultural experience. People gather together to view films, and often spend time discussing the films after the screenings, further building a sense of unity and community. The film festival also hosts several social functions which serve to bring people together. The Vail Film Festival was voted in the top 3 of all events in the Vail Valley in the Vail Daily reader ’s poll. G r een Events: What initiatives were taken to insure compliance with the Town of Vail ’s commitment to environmental sustainability? 1.The Vail Film Festival pays to offset our carbon footprint. We are certified ‘Carbon Neutral ’ By CarbonFund .org and we have been offsetting our carbon footprint since 2009. 2. Staff were encouraged to use their own water bottles. 3. Attendees were encouraged to use Town of Vail shuttles, and the festival provided shuttles when needed. 4. The Vail Film Festival used reusable grocery bags for the Gift Bags. 5. For the fifth year, the festival did a special environmental film showcase, highlighting films focused on the environment. 6. The festival recognizes and awards actors and filmmakers for their environmental work. This year, film director Michael Brown was awarded the Vail Film Festival Blue Sky Tribute for Environmental Activism. Economic Impact Based on 2012 Vail Film Festival attendance numbers* and independent survey results, attendees accounted for an estimated 3,680 room nights at an average of $278/night for a lodging impact of $1,023,040, with spending on shopping and food accounting for an estimated $1,868,540. Lodging impact: $1,023,040 Shopping and Food impact: $1,868,540 Total Revenue: $2,891,580 Ratio of Revenue to Funding: 58 to 1 Sales Tax Revenue (Town of Vail: 4%): $115,663 Marketing Impact: The Vail Film Festival accounted for signiﬁcant marketing beneﬁts to the Town of Vail. The Vail Film Festival, and therefore the Vail name and brand, received over 200 million media impressions in 2012, an estimated value exceeding $400,000 (The estimated value was calculated based on the paid value of each media placement, including print, radio, television, and internet). *2012 attendance numbers were derived from pass sales, ticket sales, and online festival schedule unique users. Lodging What mechanism are you using to direct non-local attendees to Vail lodging options? The Vail Film Festival website included a lodging section with details on our lodging packages. Lodging options were also included in our newsletter that went out to our pass purchaser, ﬁlmmaker, and attendee database. In addition, we utilized Facebook and Google Adwords advertising to promote our lodging packages. The Vail Film Festival appreciates the strong and continued support of the Town of Vail. From the entire Vail Film Festival team, thank you for your support! Vail Film Festival 2012 Evaluation highlights Research conducted by 206 s main st, #240 ann arbor, mi 48104 734.995.8500 www.westphalassociates.com Methodology Two phases 64 pedestrians were interviewed at random in Vail Village (near fountain and bridge) during the Vail Film Festival to gauge event awareness Street intercept—during event On-line survey—post-event All Vail Film Festival attendees were invited to respond to on-line survey; 38 valid responses were received Given the small sample sizes of the research conducted, these data should be used for discussion purposes only. Summary ﬁndings Unaided event awareness (street intercept) 72% 18% 10% Out of State Vail Valley In-state, non-Vail 1%2%2% 8% 59% 27% Vail Film Festival Unaware of any event Lindsey Vonn SkiTAM Aware of Vail Film Festival 72% 20% 8% Vail Valley In-state, non-Vail Unaware of Vail Film Festival Out of State Taste of Vail Street concert Summary ﬁndings Past experience Ever attended Vail Film Festival 8% 18% 16%45% 13% Earlier this winter First time Summer/fall 2011 Last visited Vail 47% 53%Repeat First time Attended/entered prev Word of mouth Festival e-mail/Facebook Newspaper Industry publications Withoutabox.com 5 10 15 20 How learned about Vail Film Festival Before last winter Last winter # responding Summary ﬁndings Attendee primary residence 59%23% 18% Out of State Vail Valley In-state, non-Vail Based on pass sales data 47% 37% 16% *Due to sample size and possible bias arising from survey incentive, pass sales data are more reliable. Based on survey responses* Out of State Vail Valley In-state, non-Vail Summary ﬁndings Travel 55% 45% Car Air Arrival method Airport used by ﬂiers Town stayed in 65% 35% Denver Eagle 5%3% 89% 3% Vail Avon Edwards Singletree Summary ﬁndings Accommodations Accommodation type Nightly cost per person (paid only) 18% 66% 16% 2 1 Group size Nights stayed (paid only) 35% 46% 19% Hotel/lodge/inn Condo/timeshare Private residence 6% 29% 24% 41% $200-299 < $200 $300-399 29% 53% 12% 6% 2 $400+ 3 4 3+ 1 Summary ﬁndings Spending and activities 26% 32% 11% 11% 5% 8% 8% Spending/person (excludes pass cost) Dining/drinks Shopping Skiing Hiking/snowshoe Spa services Other temp. events 10 20 30 40 Other activities while in Vail < $100 Most likely reason for return to Vail $201-300 $301-400 $401-600 $601-1000 $1001+ 3%3%6% 12% 76% Film festival Music event Holiday event Food event Sports event $101-200 Summary ﬁndings Overall satisfaction with... Town of Vail Value for price Vail Film Festival 95% 89% 87% % rating 4 or 5 (very/extremely satisﬁed) Quality of films Timing/schedule Food/bev avail Ease of access Event layout Signage Parking avail 95% 92% 71% Speciﬁc attributes: 81% Summary ﬁndings Likelihood of return to Vail Film Festival 0 10 20 30 0 1 2 3 4 5 6 7 8 9 10 Not at all likely Deﬁnitely likely 89% Summary ﬁndings Likelihood of recommending... 0 5 10 15 20 0 1 2 3 4 5 6 7 8 9 10 Not at all likely Deﬁnitely likely 0 10 20 30 0 1 2 3 4 5 6 7 8 9 10 Town of Vail Vail Film Festival 89% 89% Summary ﬁndings Areas for improvement Clearer queue designations for each pass type More "tiered" seating like at Vail Mountain School Extend length of festival/don't overlap screenings Greater variety of beverages More affordable parking Most cited suggestions for event # responding 7 4 3 2 Summary ﬁndings Respondent demographics 48% 42% 10% 35-49 25-34 Age Gender Household Income (in 1000s) 36% 64% Male Female 9% 9% 13% 9% 13%9% 13% 17% 4% 4% 50+ $200-499 $150-199 $125-149 $100-124 $75-99 $50-74 $30-49 <$30 $500-749 $750-999 REVENUE Cash In-Kind Total Corporate Sponsorship: Cadillac 65000 65,000 Town of Vail 50000 50,000 MetaFoundry 62500 62,500 Chipotle 25000 25,000 Stella Artois 12000 12,000 CO Film Commission 2500 2,500 Colorado Mountain Express 2500 2,500 The Sebastian 75000 75,000 KSKE,The Eagle,Choice FM Radio 25000 25000 SAG Indie 1500 1,500 Slifer Smith & Frampton 2500 2500 1st Bank 500 500 indieProducer 15000 15000 Vail Daily 30000 30000 Comcast 20000 20000 Vin Divino 2500 2,500 Four Seasons 5000 5,000 CineBistro 5000 5,000 Solaris 3500 3,500 Total Corporate Sponsorships 159000 246000 405,000 Film & Screenplay Submissions 15500 15500 Merchandise 4900 4900 Individual gifts, grants and contributions:8500 8500 Admissions, sales, or services 29,300 29300 Total Revenue 217200 246,000 463,200 2012 Vail Film Festival Budget EXPENSES Development & Compensation Marketing Expenses 20000 90000 110000 Staff Compensation 0 0 MetaFoundry Marketing Team 5000 5000 Development 18000 18000 Survey Company - Westfall Associates 1500 1500 Sub-Total Development & Compensation $44,500.00 90000 134,500 General and Administrative Office Expense 9500 9500 Utitilities 900 900 Computer Services 500 500 Supplies/Miscellaneous 1600 1600 Merchandise 4400 4400 Lodging 20500 50000 70500 Flights, Car Rental, Gas costs, Shuttles, Trains 22400 2500 24900 Volunteer Expenses 2500 2500 Credit Card Fees 1,580 1580 Secured Server Rental (online sales)500 500 Legal fees 1700 1700 Shipping 3670 3670 Staff expenses 2200 2200 Accounting 3400 3400 Storage 2500 2500 Insurance 3300 3300 Sub-Total General and Administrative 81150 52500 133650 General Production Website Administration and Design 7250 25000 32250 Awards 1550 1550 Editing, Misc.1800 3500 5300 Film & Screenplay Winning Prizes 3500 3500 Film & Photography 1500 1500 Sub-Total General Production 15600 28500 44100 Promotion/Advertising Publicist 12,000 12000 Design Fees/Branding 5000 15000 20000 Tickets/Programs & Event Rel.4500 12500 17000 Print 15500 10000 25500 Sub-Total Promotion/Advertising 37,000 37500 74500 Event Expenses Hospitality Lounge 1500 1500 Alpine Party Rentals (Screening Venues)3200 3200 Screening Venues 1000 20000 21000 Opening Night Party 5,000 7500 12500 Closing Night Party 5,000 7500 12500 Event Materials for Parties 1,500 1500 Filmmaker Reception 2,500 2500 5000 Friday Concert 1,500 1500 Security 1500 1500 Tech equipment and services 15,500 15500 Permits 200 200 Sub-Total Evening Event Expenses 38,400 37500 75900 Grand Total Expenses $216,650 246000 462,650 Net Income $550 0 550