HomeMy WebLinkAbout2012 Vail International Dance Festival RecapEvent Recap: 2012 Vail International Dance Festival
Commission on Special Events
October 03, 2012
Photo by Jack Affleck
2012 Vail International Dance Festival:
July 29-August 11
Vail Valley Foundation
Office: 970.777.2015
jkapala@vvf.org
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Standard of excellence met by:
•The Festival is widely considered as one of the premier
dance festivals in the world.
•Positions Vail as an international center of cultural arts
and brings local, regional, national and international
audience members.
•The Festival attracts international attention from dance
fans and media, a like.
•The Festival annually commissions new works, which
premiere in Vail, and live on in the repertories for
major dance companies.
•The world-class caliber of artists and unique setting of
the Gerald R. Ford Amphitheater create a destination
experience unrivaled in the performing arts world.
Event Strengths & Weaknesses
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•Exceeded expectations:
•Increased attendance at more accessible performances
(Hot Summer Nights of Dance: 8150 Dance Challenge, Dance for $20.12, Dance TV)
•2012 media coverage, including: The New York Times, The Huffington Post, Dance
Magazine, 5280, Denver Post, FOX31, Pointe Magazine, Sunset Magazine, Family Circle,
Sunday Times, International Herald Tribune
•Measures that could be taken for event improvement:
•Parking concerns, variety of performances, technology infrastructure at venue
•For repeat event, comparison to past years:
•10 performances in 2012, rather than 11 (2010, 2011)
•More free community performances and outreach
•Performances in 2012 overlapped with Summer Olympics
Event Budget
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•Total event budget: $1,586,420
•TOV funds: $45,000.00
•Profit and loss: ($75,861)
•Funding utilization: To fulfill event objectives
•In-kind sponsorship: $113,600
•Cash sponsorship: $174,000
•Operational investment: $123,100
“There are, inevitably, times when I feel I see too much dance. These two
evenings made me feel I can’t see enough of it.” - The New York Times
Dancing in the Streets: Public Ballet Barre Class, Solaris Plaza
Estimated Results*
Attendance Numbers
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* Based on survey results.
•Estimated attendance: 18,000
•% of people in Vail specifically for event: 67%
•% of people attended previous years: 70%
“…the scope of this Festival is remarkable by any standard.”
The New York Times
National Dance Day Celebration, Arrabelle at Vail Square
Closing Night Party, Gerald R. Ford Amphitheater
Estimated Results*
Demographic Profile
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•Event Attendees:
•34% Local
•32% Regional
•32% Out of State
•2% International
•Average age and income bracket of attendees:
•55 years old – Average age of survey respondent
•49 years old – Average age of ticket buyers
•60% - Household Income > $100K
•25% - $100,000-$199,999
•23% - $200,000-$499,999
•12% - $500K+
* Based on survey results.
“There is an always growing group of dance
artists, performers and creators, who keep
returning to Vail; Mr. Woetzel has made it a
place for growth. - The New York Times
Estimated Results*
Event Attendee Estimated Spending
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•Lodging:
•% attendees stayed in Town of Vail: 64%
•Average amount spent on lodging/day: $152/day
•Estimated room nights booked due to event association: 878
•Lodging call to action: Vail lodging partner offers included on lodging page on
vaildance.org
•Dining: $244,763
•Shopping: $182,569
•Other Activities: $72,227
* Based on survey results.
Lauren Lovette & Daniel Ulbricht (New York City Ballet)
Estimated Return on Investment (ROI)*
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•Estimated revenue generated to the Town of Vail - $1,207,753
•Ratio of increased revenue to amount of funding received: 15:1
• Additional sales tax revenue generated by event accrued
to Town of Vail:**
•$48,310.00
* Based on survey results.
** Town of Vail sales tax = 4%. Lodging tax = 5%
The outdoor amphitheater of the Vail International
Dance Festival, with the Rocky Mountains as
backdrop, holds a special magic. – Dance Magazine
Visitor Intent to Return*
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Satisfaction ratings:
•93% - “Very” or “Extremely Likely” to
return to VIDF
•83% - First-time visitors are “Very” or
“Extremely Likely” to return to VIDF
•4.8 = Overall Satisfaction Rating
(Using a scale of 1 to 5)
•Net Promoter Score = 87
(88% of respondents = “Promoters”)
* Based on survey results.
Tyler Angle & Wendy Whelan (New York City Ballet)
perform a world premiere by Christopher Wheeldon
at the 2012 Festival.
Topline Marketing Efforts
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•2 – Reviews in THE NEW YORK TIMES
•3,056 - # of New VIDF Facebook Fans (350% Increase)
•53,900,000 – Estimated # of Marketing Impressions (20% Increase)
•$1.1M – Estimated Media Value of Marketing & PR Efforts
•Ad buys with local and regional print, radio and TV media outlets
•Posters, flyers, brochures, program books distributed locally
•Program Book – New look and feel with additional content and increased
distribution
•Rocky Mountain PBS documentary – Filmed during the Festival, to air in 2013
Community Contribution
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Impact on Vail’s sense of community:
•Four Dancing in the Streets events and two Village Vignettes were held at Solaris Plaza and
Arrabelle at Vail Square in Lionshead during the 2012 Festival. All events were free and
open to the public and were attended by locals and visitors, a like.
•Additional fringe community events included a flash mob during a Hot Summer Nights
concert, a splash mob hosted by Four Seasons Resort of Vail and a celebration of National
Dance Day with Vail’s Family Saturday Afternoon Club.
•2012 marks the 6th year for Celebrate the Beat, a vehicle in which local children participate
in dance and movement classes at local elementary and middle schools, throughout the
school year. In addition, during the Dance Festival a week-long Pop Hop camp is held,
culminating with an on-stage performance before the International Evenings of Dance
program. 88 children participated in this year’s Pop Hop camp.
•Master Class Series offered dance instruction in modern, classical ballet, hip hop and tango.
248 individuals participated in the 9 classes that were offered this summer.
Sustainability Efforts
Green Measures
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•No purchased water bottles - VIDF has partnerships with
Deep Rock Water and Bobble, which provides all Festival
performers and staff with a complimentary water bottle.
•Gerald R. Ford Amphitheater has an active recycling program
and utilizes recycled and plant-based products, where
possible.
•Ticketing – In 2012, mobile ticketing was offered for the first
time, allowing ticket purchasers the ability to have their
ticket scanned via smart phones, rather than printing on
paper.
•After every evening performance, any program book that
was left behind was collected and reused at future
performances, rather than being discarded.
Tiler Peck (New York City Ballet) preparing for rehearsal.
Additional Information
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