The URL can be used to link to this page

Home My WebLink About2012 Vail Jazz RecapEvent Recap: 18th Annual Vail Jazz Festival Commission on Special Events December 5, 2012 Photo by Jack Affleck 18th Annual Vail Jazz Festival – June 24 – September 3th The Vail Jazz Foundation, Robin Litt – Executive Director Office: 970-479-6146 Mobile: 970-390-8986 vjf@vailjazz.org 2 Town of Vail | CSE | 12-5-12 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Standard of excellence met by: •Highest quality performances by internationally acclaimed jazz artists •Intriguing variety of jazz genres in indoor and outdoor venues throughout Vail •Innovative educational aspect – Multi-Media Salutes to jazz greats and Vail Jazz Workshop with top high school students •Widely recognized as one of the premier jazz festivals in the world •89% rated overall quality as Excellent •82% - extremely likely to recommend the event to friends Town of Vail | CSE | 12-5-12 What is the Vail Jazz Festival? 4 40 performances over 12 week summer season – Four distinct jazz series •Jazz @ The Market (10 Sundays) •Jazz @ Kelly Liken (10 Sundays) •Jazz @ Vail Square (9 Thursdays) •Jazz After (3 dates) •Labor Day Weekend Party (7 performances over 4 days) PLUS joint performance with Bravo! at Ford Amphitheater PLUS summer long exhibit at Vail Visitor Center on Dave Brubeck’s life Jazz performances on 27 separate days over the entire summer in Vail! 3 to 4 live performances every week for 12 weeks – Vail’s longest summer festival! Town of Vail | CSE | 12-5-12 Event Strengths & Weaknesses 5 Town of Vail | CSE | 12-5-12 •Our expectations were exceeded! •Attendance skyrocketed to over 18,000 this summer – 15% increase over 2011, 40% increase over 2010. •Expanded awareness for locals and visitors – performances all summer long! •Summer long presence – all 12 weeks of summer •Areas for event improvement: •Expand sponsorships •More interactive events that draw in youth Event Budget 6 Town of Vail | CSE | 12-5-12 •Total event budget: $459,210 •TOV funds: $50,600 •Profit and loss: $0- •Funding utilization: funds were applied to produce the festival including all performances (Jazz @ Vail Square, Jazz @ The Market, Jazz After, Jazz @ Kelly Liken and Vail Jazz Party) •In-kind sponsorship: $201,220 •Cash sponsorship: $58,000 •Grants: $122,000 •ROI - $2.8 million in sales in TOV resulting from Jazz Festival Estimated Results* Attendance Numbers 7 Town of Vail | CSE | 12-5-12 * Based on survey results. 3 TO 4 PERFORMANCES EACH WEEK FOR 12 WEEKS (END OF JUNE – EARLY SEPTEMBER) •Estimated attendance: over 18,000 •Joint performance with Bravo! at Ford Amphitheater – nearly sold out (2,800 in attendance) •9 Jazz @ Vail Square – seating for 350 plus standing room and café seating, with seats turning .75 times (900 per concert for 9000 total) •10 Jazz @ The Market – 100 seats plus market goers (1500 attendees) •10 Jazz @ Kelly Liken –100 guests each week (1000 total) •3 Jazz After at Larkspur – 150 each event (450 total) •7 ticketed performances over Labor Day Weekend (500 tickets plus standing room and café seating at Jazz Tent) all performances reached near sell-out (3500 total) LABOR DAY WEEKEND JAZZ PARTY •74% were in Vail specifically for the Vail Jazz Party •28% were ‘First Timers’ •44% attended 2-5 times previously •28% attended 6 years or more. Estimated Results* Demographic Profile 8 Town of Vail | CSE | 12-5-12 •Attendees came from: •CO 47% •CA 11% •TX 6.5% •FL 5% •NY 5% •International 2% •73% - overnight visitors; 15% - part time residents •42% make over $150,000/yr (compared to 21% of TOV summer guests); additional 20% make $100,000 – 150,000 (62% over $100,000 vs. 46% of TOV summer guests) * Based on survey results from Labor Day Weekend Jazz Party. Estimated Results* Event Attendee Estimated Spending 9 Town of Vail | CSE | 12-5-12 •Lodging over Labor Day Weekend: •89% attendees stayed in Town of Vail •Of those, 73% stayed in paid lodging •78% stayed 3 nights or more (over 50% stayed 4 nights or more) •Average amount spent on lodging/day: $126 •536 room nights at Marriott; additional nights at neighboring condos •Lodging call to action: Host Hotel is Vail Marriott •Average total daily spend by Labor Day Weekend guests - $250/day including shopping, dining, recreation and other. * Based on survey results from Labor Day Weekend Jazz Party. Estimated Return on Investment (ROI)* 10 Town of Vail | CSE | 12-5-12 •Additional Town of Vail spending event generated: $2.8 million •Ratio of increased revenue to amount of funding received: 57 to 1 * Based on survey results. ** Town of Vail sales tax = 4%. Lodging tax = 5% Visitor Intent to Return* 11 Town of Vail | CSE | 12-5-12 Satisfaction ratings: •89% rated the event Excellent •94% are very likely / extremely likely to recommend the event to friends / family – Net Promoters Score: 81 •80% are extremely likely to return to the event next year (deposits for 130 Patron Passes for 2013) •74% came to Vail solely for the Jazz Party •“The best organized and best format of any festival I've attended.” •“It is so great to have that many 'Great Musician' in the same place at the same time . I LOVE IT !!!!!!!!!!!” •“The whole affair was first-rate and wonderful. The number of nationally recognized jazz artists was impressive.” •“Liked the musical line up that included many of our favorites. Also, had never spent any time in Vail, and welcomed the opportunity to combine the music with the visit.” * Based on survey results. Topline Marketing Plan 12 Town of Vail | CSE | 12-5-12 * Based on survey results. •Direct mail and email campaign to over 5,000 •Direct marketing to over 20,000 past Jazz Cruise attendees •20,000 copies of event program in circulation all summer •KUVO jazz radio in Denver, Breckenridge, Vail •NEW website, online ticket sales and social media push, vail.net partnership •Cross sell at jazz festivals around the country •Heavy Vail Daily editorial coverage and advertising •Local and regional radio (KZYR, NRC, Steamboat, Fort Collins, Glenwood) •Feature of 3 dedicated Denver Post VLMDAC ads •Summer-long exhibit in Vail Visitor Center with exposure about jazz festival •Volunteer conducted surveys, Town of Vail / RRC surveys and email follow up survey to Labor Day Weekend attendees Community Contribution 13 Town of Vail | CSE | 12-5-12 Impact on Vail’s sense of community: •Jazz @ Vail Square has become the “place to be” on Thursday nights, drawing Vail residents and down valley residents to Lionshead for concert and dinner. •Jazz filled Lionshead with 1000 + guests every week on Thursday nights and throughout Labor Day Weekend, creating energy and generating sales in retail shops and restaurants. •Jazz Tent at Vail Farmers’ Market created a comfortable gathering spot for locals and visitors to relax and enjoy. •Vail community came together to welcome the new Jazz After series, making it tremendously successful. •Vail Jazz Workshop students stay with Vail families for 10 day residency annually •Jazz Goes to School educates every 4th and 5th grader in Eagle County (including Vail youth) 14 Town of Vail | CSE | 12-5-12 Thank you for your support!