HomeMy WebLinkAbout2013 Octoberfest RecapEvent Recap: Vail Oktoberfest
Town of Vail Commission on Special Events
October 2, 2013
Presented by
2013
Event
Marketer
Magazine's
"Top
100
Event
Agency"
Vail Oktoberfest
Lionshead: Sept. 6 – 8 in and Vail Village: Sept. 13 – 15, 2013
2012 Presenter: James Deighan, HIGHLINE, Partner
Office: 970.476.6797 x 702
Mobile: 970.331.5312
james@gohighline.com
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Standard of excellence met by:
• Vail Oktoberfest creates a space and place for the Vail guest to enjoy
all that the mountain has to offer during these primary autumn weeks
and bring them into town for a celebration of the season.
• Incorporating a variety of lifestyle elements including Fall culinary,
music, athletic and community aspects
Event Strengths & Weaknesses
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• Exceeded expectations:
• Strong sponsorship – Vail Oktoberfest was presented by Vail Hacker-
Pschorr, Town of Vail and Vail Dentistry, and sponsored in part by
Bighorn Toyota, Arrowhead Water, Sonnenalp Hotel, Jägermeister,
Klement’s Sausage Company, Loki, Vail Marriott Mountain Resort,
Shawls by Veronika, Vail Daily and KZYR the Zephyr
• Estimated attendance/visitors in Vail during the weekends of Vail
Oktoberfest was 50,000+. The best attended Vail Oktoberfest ever.
• Bavarian food, entertainment, additional picnic tables and overall
entertainment was very well received
• Festive and well mannered audience
• The Oktoberfest Fun Run was well attended and raised much needed
funds for the Children’s Garden of Learning
Event Strengths & Weaknesses
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• Exceeded expectations:
• The entire venue was further enhanced to meet an authentic look and
high quality standards including tents supplied by Highline, additional
pageantry as well as branding that complemented the venue from the
Hacker-Pschorr sponsorship
• Each vendor was supplied with a blue or white tent (and blue table cloth)
to create consistency and a sharp look and feel throughout the venue
• There was a strong vendor presence with Bavarian food varieties from
eight to ten food vendors including two new restaurant vendors
• Vendor signage was limited to create a more uniform look throughout the
venue including standard menu and restaurant valence signs
• Bavarian Costume contest, Stein Lifting Competition, a photo component
returned again this year created additional entertainment
Event Strengths & Weaknesses
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• Measures that could be taken for event improvement:
• Highline may consider allowing guests to use credit cards to purchase
tokens
• Highline was able to increase guest seating this year but if the footprint
were to grow, it would be ideal to increase the seating further
• Continue to pay close attention to how the garbage and recycling is
disposed
• Take another look at sponsorship and including brands that aren’t as
relevant to the event
• Continue to set standards for all vendors and/or sponsors to fit the Vail
Brand and venue standards
Event Strengths & Weaknesses
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• For repeat event, comparison to past years:
• The Lionshead weekend was even bigger than ever.
• The aesthetics of the venues improved further this year including the
following:
• Highline supplied vendors with a blue or white tent, table to ground length tablecloths for
the second year
• Limit sponsorship that doesn’t complement autumn in the mountains
• Further sought out vendors to increase Bavarian options
• Provided menu signage and valence signage for all
• Limited restaurants from using signage in order to keep a clean, authentic look and feel
• The Stein Lifting Competition and Bavarian Costume costume grew even
more in popularity this year
Event Budget
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• Total event budget: $222,275
• CSE funds: $45,000
• Profit and loss: -$3,447
• Funding utilization: Operations and marketing
• In-kind sponsorship: $1,500 (media)
• Cash sponsorship: $42,400
Estimated Results* RESULTS NOT YET AVAILABLE
Attendance Numbers
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*
Based
on
survey
results.
• Estimated attendance: 55,000+
• Through surveying, observation and interviews, it was apparent
that the 2013 Vail Oktoberfest audience was very similar to years
past. Oktoberfest captured a wide range of visitors to include
young singles (21+) as well as couples and those married with
children.
• % of people in Vail specifically for event: TBD
• % of people attended previous years: TBD
Estimated Results*
Demographic Profile
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11/7/12
• Attendees came from (local, regional, out of state, international):
TBD
• Average age and income bracket of attendees: TBD
*
Based
on
survey
results.
Estimated Results*
Event Attendee Estimated Spending
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• Lodging:
• Lodging call to action:
• For the fourth year, Highline secured official lodging partner for Vail
Oktoberfest. The Sonnenalp Resort of Vail ran an Oktoberfest package for
several weeks leading up to and throughout the event. New this year, Vail
Marriott Mountain Resort was also a partner. Both were publicized via
website inclusion, email-blasts and press releases. In addition to Highline’s
efforts, The Sonnenalp Resort of Vail also conducted a marketing
campaign including the lodging package in their email newsletter and
highlighted on their website.
• Sonnenalp was sold out for the weekend of Vail Village Oktoberfest.
*
Based
on
survey
results.
Estimated Results*
Event Attendee Estimated Spending
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• Dining: TBD
• Shopping: TBD
• Other Activities: TBD
*
Based
on
survey
results.
Estimated Return on Investment (ROI)*
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• Additional Town of Vail spending event generated: TBD
• Ratio of increased revenue to amount of funding received: TBD
• Additional sales tax revenue generated by event accrued
to Town of Vail:*TBD
*
Based
on
survey
results.
**
Town
of
Vail
sales
tax
=
4%.
Lodging
tax
=
5%
Visitor Intent to Return*
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Satisfaction ratings:
• All TBD
*
Based
on
survey
results.
Topline Marketing Efforts
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• Print advertising – multiple ads were placed in the front range, locally in the
Vail Daily and Vail Daily weekly, and in the mountain regions including the
Summit Daily, Glenwood Post Independent, Aspen Times and Vail Daily
Weekly totaling 245,500
• Vail Daily – 7 full page ads, 5 ¼ page ads
• Vail Daily Weekly – 4 full page ads
• Aspen Times – 1 ¼ page ad
• Summit Daily – 2 ¼ ads
• Full page ad in the Gourmet on Gore Tasting Program with 2,500
distributed
Topline Marketing Efforts
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• Westword Print
• (2) ¼-page, 4color glossy ads in Westword - 8/29 & 9/5
• 80K copies distributed each week, includes ad on
Westword.com with link to website – final impressions TBD
• Westword Digital
• Reskin - 9/5 on calendar pages - 1 million unique visitors &
5 million page views per month to Westword.com
• (2) SMS Text alerts- 9/3 & 9/11 - Sent to targeted list of 3,000
subscribers (Insiders list)
• (2) Promo Newsletter content inclusions - 9/4 & 9/11 - Included
logo & 50-75 word description, sent to 20,000 subscribers
Topline Marketing Efforts
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Radio advertising - Mountain Range Ad Placements
• KZYR - The Zephyr: Two separate ads, with sponsor mentions, aired
multiple times over a three-week period leading up to and during the
event
• Oktoberfest Fun Run ad aired multiple times over the same time period
• In conjunction with KZYR, Oktoberfest steins were sold, at a discount,
at participating liquor stores throughout the Vail Valley; promotional
support came from KZYR with radio shout-outs, call-ins, commercials
and liners
• Oktoberfest packages were used as promotions through True Local
Deals which included an e-blast to KZYR true local deals followers as
well as through their text promotion
• Hacker-Pschorr was a beer of the month at West Vail Liquor Mart and
steins were available for purchase at a discount
Topline Marketing Efforts
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• Event information was included in multiple email blasts from
numerous organizations, including Town of Vail and Highline
• Event information, sponsor logos and hyperlinks were all
featured online on the official event page,
www.vailoktoberfest.com
• Event information included on the event page at www.vail.com
Topline Marketing Efforts
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• Several news releases were
distributed about the event, reaching
out to regional and local print,
broadcast and online outlets
• Highline worked with a PR firm out of
Denver who significantly increased
the exposure of Vail Oktoberfest which
doubled
• The estimated number of impressions
from PR campaign was more than
47,000,000+ from more than 25
placements
Topline Marketing Efforts
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• Two-minute interview with KWGN,
Channel 2, Denver focusing on Vail
Oktoberfest and Keg Bowling. The
host, Tom Green, tries Keg Bowling
while Highline’s Jeff Seme speaks to
the event giving Town of Vail great
exposure on Thursday, September
5th.
Community Contribution
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• Impact on Vail’s sense of community:
• Oktoberfest positively impacts Vail’s sense of community. This
event offers an authentic Bavarian atmosphere and feel, a
variety of high quality Bavarian food options, allowing
attendees to truly celebrate and enjoy beer, food, dancing and
music – while enjoying fall in the mountains. It is awesome to
see the variety of people from the community and visitors alike
joined together for the Fall celebration.
Sustainability Efforts
Green Measures
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• All vendors were specifically asked to use compostable/
recyclable service items
• Vendors used only recyclable cups
• Event Producer utilized single stream recycling
• Staff used Going Green as a selling point for purchasing beer
steins
• Staff carpooled, from Denver and from down valley
• Public was encouraged to recycle
• 98% of all cardboard was recycled
Sustainability Efforts
Green Measures
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• Re-use of signage and banners from year's past. Those signs
that were unable to be used were re-purposed. (trash boxes,
bags, etc)
• Proper disposal of waste beer so not to end up in Town of Vail
sewer/river sources
• Use of re-usable table covers instead of disposable. Event
Management laundered dirty linens throughout the event (instead
of replacing them)
Additional Information
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• See link to the 2013 photo gallery:
• https://www.dropbox.com/sh/feevo03fp8vy9ac/CkMahfCkaX
• See event budget in the link:
• https://www.dropbox.com/sh/zsxzjkei2avvqss/TzybDZgB5e
Additional documents attached to presentation:
2013 Event Income Statement (estimated as of 9/25/2013)
Revenues:
CSE Contribution $45,000
Sponsorship 42,400
Bev & Steins 138,322
Total Revenues 225,722-
Expenses:
Event Site:
Permits 1,275
1,275
Event Equipment & Rental Expenses:
Food & Bev. 27,000
Signage, Kids Activ., Steins, Decorations, Supplies, etc. 20,000
Rental Items (dumpsters, porta potties, etc.) 21,000
Bands, Stages, Sound 35,000
103,000
Manpower & Related Expenses:
Staffing 20,000
Town of Vail Police, Security 20,000
40,000
Public Relations/Marketing/Advertising:
Public Relations 5,000
Advertising/Marketing 15,000
20,000
Administrative:
Proposals/Insurance/Supplies/Phone/Postage
Charitable Contribution (CGL Fun Run)
10,000
3,000
Agency Fee/Production
Management
40,000
53,000
Sponsor Relations:
Lodging/Entertainment/Gifts/Transportation 5,000
5,000
Total Expenses: 222,275
Net Income:
(loss)
$3,447-