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HomeMy WebLinkAbout2013 Vail Arts Festival RecapEvent Recap: 2013 Vail Arts Festival Commission on Special Events August 7, 2013 Photo by Jack Affleck Vail Arts Festival: June 28-30, 2013 Eagle Valley Events, Inc. Laurie Asmussen, Owner Mobile: 970.376.3756 laurie@vailartsfestival.com 2 Town of Vail | CSE | 12/15/11 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 12/15/11 Standard of excellence met by: •Ongoing Tradition and Quality Art Exhibitors in an outdoor Festival setting: The Vail Arts Festival is in its 29th year, offering a unique blend of local, regional and national artists who are invited to exhibit by a panel of jurors made up of art festival experts and local art enthusiasts. The Vail Arts Festival takes place in Lionshead Village and is designed to spotlight businesses, increase visitors to Lionshead and enhance the guest experience Event Strengths & Weaknesses 4 Town of Vail | CSE | 12/15/11 •Artist placement was done with the goal of spotlighting eye-catching, interesting pieces near the event entrance, inviting spectators to mingle among the art and experience the visual displays •Improvement is needed in placement of musical and street entertainment within the site with the goal of enhancing the guest experience, not serve as a nuisance to merchant community •Greatest challenge lies within the site boundaries and the desire to have more exhibitors and the fire lane/site limitations •Walk -around food/beverage choices are listed as a desired improvement by guests. The challenge is to enhance restaurant participation within the venue while meeting guests needs Event Budget 5 Town of Vail | CSE | 12/15/11 •Total event budget: $39,662 •CSE funds: $10,000 •Profit and loss: $3,100 •Funding utilization: 80% Advertising; 20% Children’s entertainment •In-kind sponsorship: Discounted ad buys with investment with NRC Broadcasting and Vail Daily •Cash sponsorship: -0- Estimated Results* Attendance Numbers 6 Town of Vail | CSE | 12/15/11 * Based on survey results. •Estimated attendance: 14,472 •If non-ticketed, method you used to estimate attendees: Total number of vehicle transactions within parking structures, car counts and data from specific survey questions •% of people in Vail specifically for event: 38% •% of people attended previous years: 48% Estimated Results* Demographic Profile 7 Town of Vail | CSE | 12/15/11 •Attendees came from (local, regional, out of state, international): 23% were local 8% were In-state day visitors 22% were In-state overnight visitors 46% were Out-of-state visitors (top 4 states: Texas, California, Arizona, Florida) 1% were International visitors •Average age and income bracket of attendees: Average age: 54 40% Income $100,000-$199,000 27% Income $75,000-$99,999 13% Income $200,000-$499,999 * Based on survey results. Estimated Results* Event Attendee Estimated Spending 8 Town of Vail | CSE | 12/15/11 •Lodging: •% attendees stayed in Town of Vail: 80% •Average amount spent on lodging/day: $271 •Estimated room nights booked due to event association: 1,138 •Lodging call to action: Artists: Direct/Lionshead properties Guests: VisitVailValley.com •Dining: Guests staying in paid lodging: $98,159 All other Overnight guests: $68,480 Local/In-state Day visitors: $38,950 •Shopping: Guests staying in paid lodging: $45,783 All other Overnight guests: $49,412 Local/In-state Day visitors: $24,600 •Other Activities: Guests staying in paid lodging: $36,200 All other Overnight guests: $121,991 Local/In-state Day visitors: $13,178 * Based on survey results. Estimated Return on Investment (ROI)* 9 Town of Vail | CSE | 12/15/11 •Additional Town of Vail spending event generated: $1,006,293 •Ratio of increased revenue to amount of funding received: 4:1 •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** $48,881 * Based on survey results. ** The TOV collects 4% sales tax with the exception of short-term lodging which collects 5.4% after the addition of a 1.4% local marketing district tax. For more information: http://www.vailgov.com/subpage.asp?dept_id=48 Visitor Intent to Return* 10 Town of Vail | CSE | 12/15/11 Satisfaction ratings: •Overall satisfaction rating: 4.8 (1=Not at all Satisfied, 5=Extremely Satisfied) •On average, 64% are “Very” or “Extremely likely” to return •On average, 48% of first-time attendees are “Very likely” or Extremely likely” to return * Based on survey results. Topline Marketing Efforts 11 Town of Vail | CSE | 12/15/11 •Vail Daily advertising campaign including quarter-page, half-page and full-page four color ads •Informational postcards placed within businesses throughout town •4-color outside Vail Daily wrap on opening day of Festival with artist listing inside Community Contribution 12 Town of Vail | CSE | 12/15/11 •Impact on Vail’s sense of community: The Vail Arts Festival is an ambient event that was created by a group of local artists and volunteers nearly 30 years ago who wished to have an outdoor street fair in Lionshead Village. This event honors the vision of the all-volunteer Vail Arts Council, many of whom continue to volunteer in various capacities throughout town as greeters and community hosts. We strive to balance the traditions built by the event’s creators and offer interesting exhibits to our current guests. New this year was the collaboration with the Art in Public Places group to showcase artist demonstrations for the beautification of the skateboard park. We incorporated skateboard artists into the show, children’s art tent and created murals for the Lionshead fountain improvements. Sustainability Efforts Green Measures 13 Town of Vail | CSE | 12/15/11 •No plastic bags are in use at the Vail Arts Festival. Our team worked with Art in Public Places to sell their re-purposed event banner totes to event guests. The Festival also sold re-usable shopping bags •No gas-powered carts were used within the Festival site. The site is a carry-in only site for vendor set-up and tear-down •Recycling containers are placed throughout event site along with trash receptacles Additional Information 14 Town of Vail | CSE | 12/15/11