HomeMy WebLinkAbout6.b.Attachment G - 2013 Spring Back to Vail - Event_Recap_6.5.13_PPTEvent Recap: Spring Back to Vail
HIGHLINE
June 05, 2013
Spring Back to Vail: April 8 – 14, 2013
Jeff Brausch, CEO
Phone: 970-393-2128
jeff@gohighline.com
2
Town
of
Vail
|
CSE
|
6/5/13
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3
Standard of excellence met by:
• Vail wrapped up the the 50th winter season in style with the biggest
Spring Back to Vail ever. From awesome live concerts with Spring
Back to Vail was a week in Vail not to be missed. Additional event
elements included the Sponsor Expo Village, apres and after dark
parties and the World Pond Skimming Championships.
• Marketing and PR campaigns were very successful – major coverage
generated millions of impressions and well over $400,000.00 in value
• Media included print, radio, video, social and digital media and more
Town
of
Vail
|
CSE
|
6/5/13
Event Strengths & Weaknesses
4
• Exceeded expectations:
• Spring Back to Vail returned April 8-14, 2013, celebrating the
season in style with a jam-packed schedule of parties,
giveaways, on-mountain events and three headliner concerts all
part of Vail’s 50th Anniversary season.
• Headliner for Spring Back to Vail included O.A.R., SUBLIME
WITH ROME AND JIMMY CLIFF. The event schedule also
included the wet ‘n’ wild World Pond Skimming Championships.
• 2013 saw the return of no-cost admission for all events and
concerts surrounding Spring Back to Vail, marking the
continuation of Vail Mountain’s commitment to providing free,
first-rate entertainment for guests from all over the world. The
event kept the town packed to close out Vail’s 50th Winter
Season.
Town
of
Vail
|
CSE
|
6/5/13
Event Strengths & Weaknesses
5
• Exceeded expectations:
• Marketing and PR campaigns were very successful –
major coverage generated almost 7,147,221 impressions.
• Strong sponsorship – Spring Back to Vail was presented
by Vail Mountain, Bud Light, Pepsi, Rolling Stone
Magazine, Sprint, Red Bull, GoPro and Town of Vail, and
was brought to you in part by Helly Hansen, Maui Jim,
SmartWool, CAO, Liberty Skis, Lonestar Security, Vail
Daily and KZYR-The Zephyr.
• Estimated attendance/visitors in Vail during Spring Back to
Vail: 40,000+
Town
of
Vail
|
CSE
|
6/5/13
Event Strengths & Weaknesses
6
• Measures that could be taken for event improvement: Highline will
continue to seek additional national brand sponsorships and brand
activations that make sense for the event.
• For repeat event, comparison to past years: The return to a free
concert model was very well received. Sublime was one of the best
attended concerts to date.
Town
of
Vail
|
CSE
|
6/5/13
Event Budget
7
• Total event budget: $695,455
• CSE funds: $37,500
• Profit and loss: Break even. VRI Carries.
• Funding utilization: Applied to general event budget not specifically
earmarked
• In-kind sponsorship: $8,500
• Cash sponsorship: $575,000
Town
of
Vail
|
CSE
|
6/5/13
Estimated Results*
Attendance Numbers
8
*
Based
on
survey
results.
• EsCmated
aEendance:
40,000+
(via
crowd
counts
(live/photos),
F&B
sales,
wrist
bands,
lodging
occupancy,
liS
Cckets)
• %
of
people
in
Vail
specifically
for
event:
TBD,
AwaiCng
final
results
from
VRI
• %
of
people
aEended
previous
years:
TBD,
AwaiCng
final
results
from
VRI
Pending
i
n
f
o
-
‐
T
B
D
Town
of
Vail
|
CSE
|
6/5/13
Estimated Results*
Demographic Profile
9
• AEendees
came
from
(local,
regional,
out
of
state,
internaConal):
• Average
age
and
income
bracket
of
aEendees:
*
Based
on
survey
results.
Pending
i
n
f
o
-
‐
T
B
D
Town
of
Vail
|
CSE
|
6/5/13
Estimated Results*
Event Attendee Estimated Spending
10
• Lodging:
• %
aEendees
stayed
in
Town
of
Vail:
• Average
amount
spent
on
lodging/day:
• EsCmated
room
nights
booked
due
to
event
associaCon:
• Lodging
call
to
acCon:
• Dining:
• Shopping:
• Other
AcCviCes:
*
Based
on
survey
results.
Pending
i
n
f
o
-
‐
T
B
D
Town
of
Vail
|
CSE
|
6/5/13
Estimated Return on Investment (ROI)*
11
• AddiConal
Town
of
Vail
spending
event
generated:
14.35M
• RaCo
of
increased
revenue
to
amount
of
funding
received:
15
-‐
1
• Sales
tax
revenue
generated
by
event
and
accrued
to
Town
of
Vail
including
sales
and
lodging
tax:**$555,206
*
Based
on
survey
results.
**
The
TOV
collects
4%
sales
tax
with
the
excepCon
of
short-‐term
lodging
which
collects
5.4%
aSer
the
addiCon
of
a
1.4%
local
markeCng
district
tax.
For
more
informaCon:
hEp://www.vailgov.com/
subpage.asp?dept_id=48
Town
of
Vail
|
CSE
|
6/5/13
Visitor Intent to Return*
12
SaCsfacCon
raCngs:
• Bullet
1
• Bullet
2
• Bullet
3
*
Based
on
survey
results.
Pending
i
n
f
o
-
‐
T
B
D
Town
of
Vail
|
CSE
|
6/5/13
Topline Marketing Efforts
13
A full advertising, marketing and public relations
campaign was executed surrounding Spring Back to
Vail in local, regional and national media.
Placements are made with print, broadcast and
digital outlets. Estimated media value of the
marketing campaign totaled more than $500,000
• Regional and Local Print Advertising – including
Vail Daily, Daily Weekly and surrounding
mountain towns – 367,200 (11 Full page ads in
the Vail Daily and multiple ¼ page ads targeting
surrounding areas)
• National Print Advertising - 1,450,000 (Full page
ad in Rolling Stone magazine, March issue)
• Digital Ad Placements - 1,176,408
Town
of
Vail
|
CSE
|
6/5/13
Topline Marketing Efforts
14
• Digital Ad Placement –
1,176,408
• VR Social Media included
Facebook, Twitter, Instagram
and Blog Posts – 3,018,206
• Email Blasts – including VR
database – 211,804
• Internet exposure including
event mentions
Town
of
Vail
|
CSE
|
6/5/13
Community Contribution
15
• Impact on Vail’s sense of community: Spring Back to Vail does a
great job of impacting the sense of community. Spring Back to Vail
brought the festive crowds out to celebrate the mountain, spring
weather and all that Vail has to offer. This event drove traffic to the
mountains for crowds to enjoy the entertainment and springtime in
the mountains. Spring Back to Vail kept the momentum going
throughout closing weekend with free concerts and a variety of fun
sponsor activations for guests to enjoy both on-mountain and off.
• Macanudo Raised funds for Habitat for Humanity – CAO Cigars, a
sponsor of Vail Snow Daze, raised awareness and funding for
Habitat for Humanity while sampling at all three nights of concerts
at Ford Park.
Town
of
Vail
|
CSE
|
6/5/13
Sustainability Efforts
Green Measures
16
• Worked with town environmental officials to develop green
practices and worked with Vail Honey Wagon to recycle all event
cardboard, plastic and aluminum
• Had event staff dedicated to collecting and sorting trash and
recycling
• Served beverages in recyclable or compostable cups
• No vehicles were left idle while loading in and out
• Moved to majority use of linens in lieu of plastic disposable
tablecloths
Town
of
Vail
|
CSE
|
6/5/13
Additional Information
17
• Photo Gallery Link vial email
• Creative Examples PDF
Additional documents attached to presentation: