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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: