Loading...
HomeMy WebLinkAbout2013 Survivior Vail and Fam Fun Challenge RecapEvent Recap: Vail-CBS4 Survivor Casting Call & The Vail Family Adventure Challenge Commission on Special Events September 15, 2013 Photo by Jack Affleck Vail-CBS4 Survivor Casting Call & The Vail Family Adventure Challenge J. Brian Hall Event Producer Blue Creek Productions, Inc. Office: 970.926.5855 Mobile: 970.376.2594 brian@bluecreek.com 2Town&of&Vail&&|&&CSE&&|&&9/15/13 Vail Brand Compatibility “Premier&Interna<onal&Mountain&Resort&Community” 3Town&of&Vail&&|&&CSE&&|&&9/15/13 Standard of excellence met by: •All press releases included information about other Vail Summer activities, and included the official boilerplate • Utilized social media and email blasts to promote the entire day’s activities, including multiple paid boosts •High quality interactive and engaging activities & educational presentations - Kids’ Challenge Course, Vail Fire Department Exhibit, Birds of Prey and ongoing special contests all day long. •Superior guest service, customer interaction and hospitality with our uniformed family host staff. •Well organized and hospitable Survivor Audition Process leaving a great impression with guests and CBS4. • Event Strengths & Weaknesses 4Town&of&Vail&&|&&CSE&&|&&9/15/13 •Exceeded expectations: From the Survivor side we were very prepared and organized for the crowd. CBS4 and several of the returning auditions said it was the most organized and hospitable casting event ever. VFAC guests loved the variety of activities for kids and parents. The presentation was great, great colors - eye catching setting, great graphics and great staffing. •Measures that could be taken for event improvement: Survivor - N.A. VFAC could be made bigger, with more promotion and take place over 2 days. It was a home run - it looked good and played good. •For repeat event, comparison to past years: Casting Call - NA. For the VFAC - I have done smaller, but similar events in Lionshead for years. It was great to take this up a few notches and have it work so well with our family guests. Event Budget 5Town&of&Vail&&|&&CSE&&|&&9/15/13 •Total event budget: $22,400.00 •CSE funds: $22,400.00 •Complete final budget and expenses attached Estimated Results* 6Town&of&Vail&&|&&CSE&&|&&9/15/13 Vail-CBS4 Survivor Casting Call •300 re-registered, 450 auditioned •most brought family & friends adding to a spectator crowd of 500 to 600 •18 people slept outside over night for casting call Vail Family Adventure Challenge •Approximately 800 throughout the day •Total 2 events total attendance: 1,850 % of people in Vail for event: 65% Estimated Results* 7Town&of&Vail&&|&&CSE&&|&&9/15/13 •Survivor Attendees came from local area, front range, and more than ten that flew in from all over the country (Chicago, Florida and Texas primarily) just for the event based on our conversations. They were mostly a younger crowd. One man drove from Maine. *70% Front Range/Other CO., 18% Local, 12% Out of State •VFAC Attendees: 65% Vacationing, 27% 2nd Homeowners, 8% locals • Average age of adults: 45 • Age range of kids: infant to 19 years old • Average age of kids: 8 years old • Average # of kids per family: 2.5 *based&on&surveys. Estimated Results* 8Town&of&Vail&&|&&CSE&&|&&9/15/13 •Lodging: •%&aPendees&stayed&in&Town&of&Vail:&&&76% •Lodging&call&to&ac<on:&visitvailvalley.com •Sonnenalp&served&as&“Official”&Cas<ng&Call& Hotel •Other&Ac<vi<es:&We&are&able&to&promote/talk& with&our&guests&regarding&other&Vail&events&and& ac<vi<es.&We&pointed&to&the&Vail&Farmer’s& Market&for&a&Sunday&ac<vity,&and&directed&people& where&to&eat&and&what&else&their&family&could&do& while&in&Vail.& Estimated Return on Investment (ROI)* 9Town&of&Vail&&|&&CSE&|&&9/15/13 As&men<ond&by&those&who&created&this&opportunity,& Vail&received&Valuable&promo<onal&value&from&their& partner&ship&with&CBS4&Denver&for&the&event. •&Live&News&stories&leading&up&to&event •&Live/reported&stories&with&news&crew&at&Cas<ng&call& and&VFAC&day&of&event •&CBS4&crew&interviewed&Blue&Creek&staff&as&they&set& up&day&of&for&early&day&teaser •&Website&event&link&on&CBS4&front&page,&Full&event& web&page,&event&pop&ups&on&website •&Audi<ons&shot&with&open&Vail/Gore&Creek& background&which&will&hopefully&appear&up&in&show. Estimated Return on Investment (ROI)* 10Town&of&Vail&&|&&CSE&|&&9/15/13 Satisfaction ratings: •Visitors surveyed appreciated that the Family Fun Challenge had so many different activities, that all ages felt included. •Eye catching colors, shapes and performers brought many visitors unaware of the event into participation, and clearly stated, “If this is what Vail is like in the Summer, we’re coming back!” (Brock family from Dallas, Texas). •Many who played with us at the Challenge, left to travel around Vail (eat/shop/look around), then came back to play again. Visitor Intent to Return* 11Town&of&Vail&&|&&CSE&&|&&9/15/13 Sa<sfac<on&ra<ngs: •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?&&&&&&&&& 14%&Yes&&&&86%&No *"This"is"from"families"at"the"Challenge. *&Based&on&survey&results. Topline Marketing Efforts 12Town&of&Vail&&|&&CSE&|&&9/15/13 •CBS4 Denver Partnership for promotion •VLMDAC promoted event Regionally/nationally •Delivered press releases to Front Range and regional media outlets •Main placements secured in ForbesTravelGuide.com, About.com Adventure Travel Blog •CBS4 partners gave us 30 second ads, website banners and pop-ups •Promoted event on new website - vailkidsadventureclub.com, facebook page and twitter account Topline Marketing Efforts •We received earned media coverage on CBS4 Denver, two local radio stations, placement in all local calendars. •KZYR - radio spots, live mentions •Ads purchased in Vail Daily •Made TV8 Live appearances •Press releases went “viral” developing an awareness that we have a far reach and very influential locals who are front-line advocates •VFA Challenge logo stickers given out for completely challenge. Stickers were a huge hit, as they looked like a “Badge of Honor” Town&of&Vail&&|&&CSE&|&&9/15/13 Topline Marketing Efforts •Impressions on CBS4 - 30 second spots, website page, listing on website 1st page. Town&of&Vail&&|&&CSE&|&&9/15/13 Topline Marketing Efforts •Created event logo, posters, fliers and website. Town&of&Vail&&|&&CSE&|&&9/15/13 Topline Marketing Efforts •Vail Daily coverage and ad. Town&of&Vail&&|&&CSE&|&&9/15/13 Community Contribution 17Town&of&Vail&&|&&CSE&|&&9/15/13 •Impact on Vail’s sense of community: •The Vail Family Adventure Challenge created a great sense of welcome, hospitality and community in Vail. Guests didn’t just watch, they joined in the fun. Guests and locals played together •Free fun for kids, happy and relaxing times for the parents. We get a great chance to talk to the parents as the kids are having fun, 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 Birds of Prey and TOV Fire Department highlighted Vail’s focus on fun and education Sustainability Efforts 18Town&of&Vail&&|&&CSE&|&&9/15/13 •We brought in “Nature’s Educators” with their Birds of Prey exhibit •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 19Town&of&Vail&&|&&CSE&|&&9/15/13 • “My 7 year old son loved this event. He did the obstacle course twice and the pogo sticks. Out toddler loved the arts & crafts” • “It was a laid back event. lots of helpful staff” • “Great kids attraction” • “Great activities, awesome obstacle course!” Some comments from our surveys: FY 2013 Budget Revenues: TOV-CSE Contribution #1 - VFAC Management 15,900 TOV-CSE Contribution #2 Survivor Management 4,800 TOV-CSE Contribution #3 - Marketing & Promotion 1,700 Total Revenues:22,400 Expenses: Advertising, PR, Marketing Banners & Signage 900 Posters, Fliers, Art 825 Newspaper 500 Misc. Publications 0 Radio (KZYR)550 Electronic Media/Website 450 Beer/Wine/Soda/ice 0 Consulting - Guest Surveys 125 Consulting - Marketing & Promotions 500 Entertainment Children's Challenges & Activities 4,735 Performers/Raptor Education Foundation 1,200 Inflatables 0 Kids Discovery/Arts & Crafts Zone 850 Event Fees Insurance 286 Police 0 Security 330 Sound Permit 50 Special Event License 100 Rental of Space 900 Porta Toilets 550 Production 0 Sound System (announce & music playback)500 Décor 715 Sponsor Activities 0 Sponsor Gifts 0 Staff 0 Event Workers (set-up, operation & strike)5,828 Event Proproduction Labor 2,352 Administration 950 Tables/Linens Rental 0 Tent Rental 0 Travel & Lodging 0 Total Expenses:23,196 Net Income/(Loss)(796) Presented by Blue Creek Productions Inc. 9/15/13 Description Vail - CBS4 Survivor Casting Call Vail Family Adventure Challenge Budget Detail