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Home My WebLink About2013 Vail America Days Event RecapEvent Recap: Vail America Days Commission on Special Events August 7, 2013 Photo by Jack Affleck Presented by 2012 Event Marketer Magazine's "Top 100 Event Agency" Vail America Days, July 4 – 6, 2013 HIGHLINE, JAMES DEIGHAN Office: 970.476.6797 x 702 Mobile: 970.331.5312 jamesd@gohighline.com 2 Town of Vail | CSE | 8/7/13 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 8/7/13 Standard of excellence met by: • Vail America Days meets these standards both with the high quality of the overall production, organization and strong visual aesthetics of the venues. The thorough process followed to achieve the Vail America Days Parade was a key element. • Vail America days created a classy space and place for the Vail guest to gather in the heart of town and offer a reason to stay not only on the Fourth of July but to come back throughout the entire weekend. Event Strengths & Weaknesses 4 Town of Vail | CSE | 8/7/13 • Exceeded expectations: • Vail America Days Parade was as big and good as ever. Floats were of great relevance, well decorated and well received. The flow was perfect and a newfound professional approach helped immensely. • Johannes Faessler – “This is the best parade we have ever had.“ Event Strengths & Weaknesses 5 Town of Vail | CSE | 8/7/13 • Measures that could be taken for event improvement: • Increased lead time for planning for 2014 will speak volumes for this event and potential sponsorship • The entire weekend needs to be funded in full in advance, and not reliant on event organizer's sponsorship to make it successful. • Continue to keep the parade top of mind to create a relevant, high quality parade. • Take a closer look at the weekend of entertainment but still give the Vail guest an additional reason to come to town throughout the weekend. Event Budget 6 Town of Vail | CSE | 8/7/13 • Total event budget: $162,039 • CSE funds: $71.500 • Profit and loss: Loss of 41,837 without an agency fee • Funding utilization: Offset budget expenses • In-kind sponsorship: • Cash sponsorship: $20,846 * Event producer to attach detailed budget for recap Estimated Results* Attendance Numbers 7 Town of Vail | CSE | 8/7/13 * Based on survey results. • EsLmated total aNendance: 55,000+ based on photos, crowd esLmates, vendor feedback, food and beverage sales Survey results not yet available Estimated Results* Demographic Profile 8 Town of Vail | CSE | 8/7/13 * Based on survey results. Survey results not yet available Estimated Results* Event Attendee Estimated Spending 9 Town of Vail | CSE | 8/7/13 * Based on survey results. Survey results not yet available Estimated Return on Investment (ROI)* 10 Town of Vail | CSE | 8/7/13 * Based on survey results. ** The TOV collects 4% sales tax with the excepLon of short-‐term lodging which collects 5.4% aZer the addiLon of a 1.4% local markeLng district tax. For more informaLon: hNp://www.vailgov.com/ subpage.asp?dept_id=48 Survey results not yet available Visitor Intent to Return* 11 Town of Vail | CSE | 8/7/13 * Based on survey results. Survey results not yet available Topline Marketing Efforts 12 Town of Vail | CSE | 8/7/13 • Vail America Days was promoted through both traditional and non- traditional media with heavy concentration on the Front Range, as well as the mountain region • The total value of media, public relations and event related impressions for a top-tier presenting sponsor (such as the Town of Vail) and based on the projected PR and marketing for this event: $350,000 • Print ads – Vail America Days was promoted locally in the Vail Daily, Daily weekly reaching more than 200,000 • 1 full page glossy wrap ad placed in the Vail Daily (Circulation: 13,500) on July 4th • 4 full page ads ran in the Vail Daily Weekly (Circulation: 9,800) • 2 full page ads ran in the Vail Daily and a mix of 9 ¼, ½, 1/3 pg. ads(Circulation: 13,500) Topline Marketing Efforts 13 Town of Vail | CSE | 8/7/13 • Full page back cover of the Paradian plus the Paradian was loaded with content about the Vail America Days parade, schedule and unique stories celebration Vail’s 50th Topline Marketing Efforts 14 Town of Vail | CSE | 8/7/13 • Multiple news releases were distributed about the event, reaching out to regional and local print, broadcast and online outlets • The estimated number of impressions from PR campaign was more than 250,000 from more than 15 placements • Vail America Days bi-fold, event posters and Paradian through the Vail Daily • Postcards, concierge flyers and bi-folds were all distributed Vail Valley wide with key focus on Vail concierges Topline Marketing Efforts 15 Town of Vail | CSE | 8/7/13 • Radio Placements - KZYR 97.7FM The Zephyr - (130) :30 spots, live interview and True.Local.Deal. Promotion reaching the email database of KZYR • Event information was included in email blasts from numerous organizations, including Town of Vail, Sonnenalp Resort of Vail, Children’s Garden of Learning, Destination Hotels, Simba Run and more • Event information, sponsor logos and hyperlinks were all featured online on the official event page www.vailamericadays.com Topline Marketing Efforts 16 Town of Vail | CSE | 8/7/13 Signage Topline Marketing Efforts 17 Town of Vail | CSE | 8/7/13 Print AdverLsing July 4-7, 2013 www.VailAmericaDays.com A four day celebration featuring spectacular fireworks, town parade, live music, children’s entertainment and an open-air street festival atmosphere. Topline Marketing Efforts 18 Town of Vail | CSE | 8/7/13 Bi-‐fold Brochure/Schedule Topline Marketing Efforts 19 Town of Vail | CSE | 8/7/13 Official website with photos, sponsor logos, lodging page and more; vailamericadays.com with strong exposure through vail.com Community Contribution 20 Town of Vail | CSE | 8/7/13 • Impact on Vail’s sense of community: Vail America Days does an excellent job of impacting Vail’s sense of community. This event offers a vibrant atmosphere to showcase Vail through a well- rounded event platform, with the Town of Vail and its merchants as the perfect complement. It features a variety of Vail’s favorite restaurants, enjoyable music and fun additions with the Stars and Stripes zones to enhance Vail’s friendly atmosphere. The clean venues align nicely with the world-class resort that visitors and locals alike know and love. • Vail America Days 2013 was a celebration of Vail’s 50th. With the theme woven throughout the parade with Course Marshalls, float themes, branding, and more. The weekend long festival concluded Vail’s 50th Celebration in style. Sustainability Efforts Green Measures 21 Town of Vail | CSE | 8/7/13 • 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 collecting and sorting trash and recycling • Served beverages in take away reusable glasses as well as recyclable cups • No vehicles were left idle while loading in and out • Moved to use of ALL linens in lieu of plastic disposable tablecloths Additional Information 22 Town of Vail | CSE | 8/7/13 • Detailed budget attached • ROI Explanation is attached • Link to Vail America Days Festival Weekend photos: https://www.dropbox.com/sh/6gsaq7ip7cl001o/4yUCl2dzsf Additional documents attached to presentation: