HomeMy WebLinkAbout2012 Season of Song RecapEvent Recap: Season of Song
Commission on Special Events
November 7, 2012
Photo by Jack Affleck
Season of Song: September 20-23, 2012
Morris Lawrence, Director
Office: 855.662.5526
Mobile: 714.655.8784
morris@seasonofsong.com
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Standard of excellence met by:
•World-class entertainment presented in a world-class
resort community
•Branding opportunity:
When people hear
“Season of Song”,
they will think of Vail’s
autumn beauty set to music
Photo: L. Marshall
Event Strengths & Weaknesses
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•Exceeded expectations:
Delivered amazing talent/performers
Created memorable experiences with an intimate feel
Inspired connection with artist and song
Introduced an innovative concept - no other event compares
Highlighted the beauty of Vail in Fall
•Measures that could be taken for event improvement:
Communicate more concisely on website and in marketing efforts
Employ the expertise of Onyx and Company for marketing
Begin sponsorship solicitation early
Increase event awareness through a quarterly newsletter
Expand on the great relationships built in year one
Event Budget
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•Total event budget:
•CSE funds: $10,000.00
•Profit and loss: <-$134,000.00>
•Funding utilization: National campaign through ASCAP
and additional marketing through local channels
•In-kind sponsorship: $15,000.00
•Cash sponsorship: $0.00 Businesses seemed reluctant to
sponsor a first-year event; additionally, our solicitation efforts
began too late in the year for many corporate budget plans.
Estimated Results*
Attendance Numbers
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* Based on survey results.
•Estimated attendance:
•2100 individuals experienced at least one of the ten
separate events that took place at the GFA or
Manor Vail during the three days of Season of Song
•20% (420) people came to Vail specifically
for Season of Song
•% of people attended previous years: N/A
Estimated Results*
Demographic Profile
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•Attendees came from (local, regional, out of state, international):
•75% local (within 50 miles), 16% front range and other parts of
CO., 8% out of state, >1% international
•Average age and income bracket of attendees:
•Of those responding to the survey, the average age is 53, with an
almost even split between male and female. (the younger crowd
who came for one specific event only, was less prone to
responding to survey questions)
•The average income brackets were :
•4.5% under $50,000
•14.5% $50,000-$74,999
•14.5% $75,000-$99,999
•57% $100,000-$199,999
•9.5% $200,000-plus
Estimated Results*
Event Attendee Estimated Spending
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•Lodging:
•% attendees stayed in Town of Vail: 19.5%
•Average amount spent on lodging/day: $118.50 (per couple)
•Estimated room nights booked due to event association: 162 (this number
includes 88 rooms booked by attendees
@ $10,214, and 74 booked by SOS for staff, performers
and guests @ $11,840)
•Lodging call to action: In 2013 we intend to partner with our host properties
to promote “packages” to benefit the hotel, SOS, and our attendees.
•Dining:
•$15,840 ( inclusive of all attendees and staff and performers)
•Shopping:
•$12,820 (all inclusive)
•Other Activities:
•$8,630 (all inclusive)
Estimated Return on Investment (ROI)*
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•Additional Town of Vail spending event generated:
Additional to the $59,354 generated in lodging, dining, retail,
and activities $2300 was generated for transportation to Vail
by CME, $5800 for food and beverage at the GFA, $11,340 in
catering at Manor Vail, and $15,000 in services, sound, and
staging at the GFA bringing the total to $93,794
•Ratio of increased revenue to amount of funding received:
9.4 times return (93,794/10,000)
•Additional sales tax revenue generated by event accrued
to Town of Vail:
** $1102.70 for lodging tax and $2177.20 in sales tax.
* Based on survey results.
** Town of Vail sales tax = 4%; Lodging tax = 5%
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Satisfaction ratings:
•Net promoter score of 8.9 in response to the statement
“I am likely to refer friends to Season of Song”
(on a 0-10 scale)
•Received a 9.3 in response to rating the overall quality
of the entertainment
•91% of all respondents indicated that they intend to
return next year
* Based on survey results.
Visitor Intent to Return*
Topline Marketing Efforts
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•ASCAP
•Vail Daily
•Westword
•NSAI
•KZYR and NRC
•PM Vail (posters/handouts)
Community Contribution
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Impact on Vail’s sense of community:
Although awareness of the event was extremely limited in the town of
Vail, those community members who were able to experience a portion
of the event were very enthusiastic. There was consensus that Season
of Song is a great fit for the community of Vail.
There was a general sense of disappointment that so few people knew
of this phenomenal event, due to our limited marketing. A number of
people mentioned the scheduling conflict with the Founders event, as
that portion of our demographic was unable to attend.
The positive feedback came in the form of numerous offers to support
SOS and to help with next year’s event in “getting the word out.” We
experienced an amazing generosity of spirit and well-wishes from the
local community.
Sustainability Efforts
Green Measures
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•Recycled paper for all non-electronic
correspondence
•Recycled paper for event program
•Re-useable water bottles and
filling stations
Photo: Glassbox Design
Additional Information
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Additional documents attached to presentation:
Feedback from our attendees (please see attached document)