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HomeMy WebLinkAbout2012_Vail_Film_Festival_Wrap_Up_-_CSE2011 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!