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HomeMy WebLinkAbout2013 LH Sat Family Fun Club RecapEvent Recap: Lionshead Family Fun Club Commission on Special Events September 4, 2013 Photo by Jack Affleck Lionshead Saturday Family Fun Club Saturdays, June 15 to August 10, 2013 J. Brian Hall Event Producer Blue Creek Productions, Inc. Office: 970.926.5855 Mobile: 970.376.2594 brian@bluecreek.com 2Town&of&Vail&&|&&CSE&&|&&8/27/13 Vail Brand Compatibility “Premier&Interna<onal&Mountain&Resort&Community” 3Town&of&Vail&&|&&CSE&&|&&8/27/13 Standard of excellence met by: •Great outdoor event for the entire family. Families could compete in contest as a family. Family audience made up of active visitors, 2nd homeowners and area locals. •High quality interactive and engaging activities & educational presentations. You could have fun and learn something cool from experts in their field. •Strong sense of welcome and hospitality, superior guest service & customer interaction proven in guest comments •Engaging partnerships with Town of Vail Fire Department and other local events for maximum impact of all- Vail Arts Festival, Vail America Days & Vail Intl. Dance Festival Event Strengths & Weaknesses 4Town&of&Vail&&|&&CSE&&|&&8/27/13 •Exceeded expectations: Increased family activities, contests, competitions and educational presentations for more participation, increased social marketing - saw results, strong positive comments from guests in surveys. Passionate involvement in family/kid games & challenges. Strong communication plan with Lionshead/Vail Lodges and LH event partners. •Measures that could be taken for event improvement: *In 2014 we have been asked by LHMA and Arrabelle to move event to Sundays and earlier in the day. This would avoid challenges with weather. Stronger PR/Marketing plan. Less conflicts with other events. •For repeat event, comparison to past years: High number return guests/raving fans, able to better partner with other events and retailers to increase impact of event. Event Budget 5Town&of&Vail&&|&&CSE&&|&&8/27/13 •Total event budget: $23,000.00 •CSE funds: $20,000.00 •Complete final budget and expenses attached Estimated Results* 6Town&of&Vail&&|&&CSE&&|&&8/27/13 •Es<mated&aGendance:&Saturdays,&2013 •We#use#a#live#count#with#a#grid#method#throughout#the#event#to#get#es4mate#of#a6endance. June 15 345 June 22 455 June 29 525 July 6 950 July 13 620 July 21 535 *Rain July 27 485 *Rain, thunder & lighting August 3 445 *Rain, thunder & lighting - *Shutdown early, scary weather! August 10 595 *Rain at end. •%#of#people#a6ended#previous#years:#28%#each#week#es4mate. •15%#increase#in#a6endance#over#2012. Estimated Results* 7Town&of&Vail&&|&&CSE&&|&&8/27/13 •AGendees&came&from&(local,&regional,&out&of&state): 85%&Vaca<oning,& 26%&2nd&Homeowners,& 3%&locals •&Origin&by&Zip&Codes:&48%&TX.,&22%&COYFront&& Range.&Others&Y&CA,&FLA,&LA.,&Utah&&&VT.& •&Average&age&of&adults:&&&&&43 •&Age&range&of&kids:&&&&&infant&to&14&years&old •&Average&age&of&kids:&&&&&7&&years&old •&Average&#&of&kids&per&family:&&&&&3 *per&our&surveys Estimated Results* 8Town&of&Vail&&|&&CSE&&|&&8/27/13 •Lodging: •*%&aGendees&stayed&in&Town&of&Vail:&&&76% •Average&amount&spent&on&lodging/day:&not& determined •We&work&hard&to&work&with&and&supply&the&lodges& with&event&info&to&help&them&influence&the&guests& decision&to&purchase&lodging •Lodging&call&to&ac<on:&visitvailvalley.com&and& Lionshead&Lodges •Other&Ac<vi<es:&We&are&able&to&have&conversa<ons&with& our&guests&regarding&other&Vail&events&and&ac<vi<es.& Many&asked&ques<ons&about&other&events&like&the&Vail& Farmer’s&Market,&Vail&Mountain,&hiking&info,&where&to&eat& and&what&else&their&family&can&do&while&in&Vail.& *&Based&on&survey&results. Estimated Return on Investment (ROI)* 9Town&of&Vail&&|&&CSE&|&&8/27/13 •Strong&repeat&guests&which&helps&influence&& return&to&Vail. •Addi<onal&Town&of&Vail&spending&event& generated:&Lionshead&Merchants&tell&us&they& feel&an&increase&in&business&when&we&are&there. •Ra<o&of&increased&revenue&to&amount&of& funding&received:&Researching •Addi<onal&sales&tax&revenue&generated&by&event& accrued&to&Town&of&Vail:**&researching&with&the& Lionshead&merchants. *&Based&on&survey&results. **&Town&of&Vail&sales&tax&=&4%.&Lodging&tax&=&5% Visitor Intent to Return* 10Town&of&Vail&&|&&CSE&&|&&8/27/13 Satisfaction ratings: • *Would you return to this event? 100% Yes 0% No • *Did you think our event was fun? 100% Yes 0% No • *Was this your first visit to Vail? 7% Yes 93% No • Via actual engagement versus something for the audience to watch, made visitors feel like part of the community and awareness that Vail Summer has more for them to come back and experience. • Visitors surveyed appreciated that the Family Fun Club wasn’t just for “little kids”, but offered engagement for all ages via so many unique and different activities, and all ages felt included, based on surveys. * We talked to many families each week who had come in past years and were happy to be back. Many families come to Vail for multiple weeks and came to our event each week. *&Based&on&survey&results. Topline Marketing Efforts 11Town&of&Vail&&|&&CSE&|&&8/27/13 •Launched Vail family specific event website, Facebook page and Twitter account for “VailKidsAdventureClub.com” and out Vail family events. Topline Marketing Efforts Town&of&Vail&&|&&CSE&|&&8/27/13 •Followed TOV-CSE marketing guidelines, listed in Vail Summer Marketing ads •Distribution to all local & regional events calendars and info venues •Multiple flyer & digital piece creations and distribution •Distribution of digital fliers & info sheets for inclusion in hotel & lodge promotional programs •Social media promotion on a 5 day per week update pre & post event •PR Rep traveled to target markets identified by the VLMDAC/CSE that offer direct summer flights to further elevate the Vail Summer brand Topline Marketing Efforts •Created ongoing Flash email flier, press release & social media push showing photos from past event and teasing up coming special presenters (Birds of Prey Foundation, Nature’s Educator’s, Teddy Roosevelt, Denver Butterfly Pavillion) •Strong Hotel Concierge Promotion/ Information program with personal visits and email blasts Town&of&Vail&&|&&CSE&|&&8/27/13 Topline Marketing Efforts • How did you find out about us? Hotel Concierge 22% Word of Mouth 19% (Locals, area store & VA employees) visitvailvalley.com 15% Just Came By 14% Newspapers 9% Other 7% Town&of&Vail&&|&&CSE&|&&8/27/13 Community Contribution 15Town&of&Vail&&|&&CSE&|&&8/27/13 Impact on Vail’s sense of community: •The Lionshead FFC creates a great sense of welcome, hospitality and community in Vail. It made guests feel welcomed in our town. •Free fun for kids, happy and relaxing times for the parents and grandparents. We get a great chance to talk to the parents and we believe that gives our guests a great idea of what the people of Vail are like, what our community is all about. •They were pleasantly surprised that these activities for their kids were free and commented on how wonderful the staff was with their kids. •Quality, educational special presentations from professional groups •Strong relationships & friendships lead to Repeat guests. They know us. Sustainability Efforts 16Town&of&Vail&&|&&CSE&|&&8/27/13 •Many of our “special presenters” were chosen for their “ECO & Green” themes and content. (Nature’s Educators & Raptor Ed Foundation) •We chose “green” arts & crafts supplies whenever possible. Discarded supplies were sorted and returned to supply stations for reuse •We created games and activities that featured “green” themes and unitized recycled materials •Staff members car pooled into Vail from home. •Trash was sorted using TOV receptacles Additional Information 17Town&of&Vail&&|&&CSE&|&&8/27/13 • “The children have loved being here again this year for the fun” • “This is the 2nd weekend we came back, met up with friends who have kids and everyone was happy!” • “We love this event, this is our 5th time” • “Great play for kids without high costs” • “We schedule our Saturday around it, my daughter won’t miss it” • “We love this event, this is our 5th year” • “My kids 7 & 9 had a great time, games were awesome” • “Very fun for all the kids, great idea!” Some comments from our surveys: FY 2013 Budget Revenues: TOV-CSE Contribution 20,000 For 9 Events Lionshead Merchants Sponsorship 3,000 Sponsorships - Other 0 Total Revenues:23,000 Expenses: Advertising & Marketing Banners & Signage 455 Rack Cards, Fliers, Posters 325 Newspaper 0 Artwork 537 Radio 0 Electronic Media/Website 750 Beer/Wine/Soda/ice 0 Consutling - Guest Surveys 0 Consulting - Marketing & Promotions, TOV Compliance 1,200 Entertainment Children's Activities 3,150 Performers/Raptor Education Foundation 5,500 Inflatables 2,700 Kids Discovery Zone (Special Presenters, Green Activities, etc.) 600 Event Fees Insurance 475 Police 0 Security 0 Sound Permit 50 Special Event License 100 Tent Permit 0 Food Cost 0 Miscellaneous 0 Recruitment 0 Sponsor Activities 0 Sponsor Gifts 0 Staff 0 Event Workers 4,458 Administration 2,700 Tables/Linens Rental 0 Tent Rental 0 Travel & Lodging 0 Total Expenses:23,000 Net Income/(Loss)(0) Lionshead FFC Budget - 2013 Budget Detail 9 Events Description