HomeMy WebLinkAbout2013 Vail Holidaze Event RecapEvent Recap: Vail Holidaze
HIGHLINE
February 5, 2014
Vail Holidaze : December 20-22, & 31, 2013
HIGHLINE, JEFF BRAUSCH, CEO
Office: 970.476.6797 x 703
Mobile: 970.393.2128
jeff@gohighline.com
2
Town
of
Vail
|
CSE
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2/5/14
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3
Town
of
Vail
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CSE
|
2/5/14
Standard of excellence met by:
• The 2013 event added the continued vibrancy in town that the Town
of Vail is striving for. Vail Holidaze returned Dec. 20-22, and 31, 2013
and celebrated with lights, sounds, events and cheer during
December. From world-class ice skating shows with world champion
skaters, Vail Tree Lighting as part of Logan Luminescence presented
by Triumph Winterfest and the annual New Year’s Eve Torchlight
Parade and fireworks. Vail proved once again to offer multiple, well
executed, strongly branded, complimentary family friendly events
creating a wonderful atmosphere in Vail, Colorado.
• The activities were thoughtfully placed throughout Vail so guests
could weave in and out and enjoy the variety of retail shops,
restaurants and services nearby.
Event Strengths & Weaknesses
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Town
of
Vail
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CSE
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2/6/13
• Exceeded expectations:
• 2013 saw the return of no-cost admission for all events and
surrounding Vail Family Holidaze, with a reduced budget it was
still very well received and executed.
• The world class skaters are spectacular and as we approach a
winter Olympic season, it was a wonderful time for guests to
cheer on Olympic hopefuls and be wowed by there flips, twists
and fun choreography in the heart of the Village.
• The continued integration with Skate Club Vail is a fun way to
unite community efforts and cheer.
Event Strengths & Weaknesses
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Town
of
Vail
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CSE
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2/5/14
• Exceeded expectations continued:
• The Torchlight Parade and Fireworks was very well
attended. A mix of great weather and additional
advertising could have added to the strong turnout.
• The annual tree lighting ceremony brings a
wonderful crowd into the event. New this year,
there was a collaboration with Logan
Luminescence.
• There are opportunities to use the strength and
popularity of the ice skating event and talented
skaters through the marketing in advance
Event Strengths & Weaknesses
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Town
of
Vail
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CSE
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2/5/14
• Nearly half of all respondents
were aware that Holidaze was
happening in Vail and more than
two-thirds knew about Holidaze
before arriving to the event
• Winter Solstice on Ice continues
to offer a big wow factor
Event Budget
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Town
of
Vail
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CSE
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2/5/14
• Total event budget: $89,568.95
• CSE funds: $75,100
• Profit (loss): $ (6,968.95)
• Funding utilization: Marketing and Event production
• In-kind sponsorship: None
• Cash sponsorship: $7,500
Estimated Results*
Attendance Numbers
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Town
of
Vail
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CSE
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2/5/14
*
Based
on
survey
results.
• Estimated attendance: 8,325+
• (via crowd counts (live/photos)
• % of people in Vail specifically for event: 22%
• % of people attended previous years: 20%
Estimated Results*
Demographic Profile
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Town
of
Vail
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CSE
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2/5/14
• Attendees came from (local, regional, out of
state, international):
• Local 20%
• In-state (non-local) 20%
• Out of State 60%
• Average age and income bracket of
attendees: Average Age: 37; M=52%
F=48%; Average HHI= $130,000
*
Based
on
survey
results.
Estimated Results*
Event Attendee Estimated Spending
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Town
of
Vail
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CSE
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2/5/14
• Lodging:
• % attendees stayed in Town of Vail: 50%
• Average amount spent on lodging/day: $150 per person
• Estimated room nights booked due to event association: 915
(2ppl/room)
• Lodging call to action:
• Participants were directed to book PR messaging and
vailholidaze.com
• Upon receiving calls to the event hotline, attendees were
also directed to the online lodging specials at vail.com
*
Based
on
survey
results.
Estimated Results*
Event Attendee Estimated Spending
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Town
of
Vail
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CSE
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2/5/14
• Dining: $100
• Shopping: $50
• Other Activities: Skiing/
snowboarding, shopping,
dining, tubing and other
activities
*
Based
on
survey
results.
Estimated Return on Investment (ROI)*
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Town
of
Vail
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CSE
2/5/14
• Additional Town of Vail spending event generated: $1,556,550
• Ratio of increased revenue to amount of funding received: N/A
• Sales tax revenue generated by event and accrued to Town of Vail
including sales and lodging tax: $62,262
*
Based
on
survey
results.
**
The
TOV
collects
4%
sales
tax
with
the
excepKon
of
short-‐term
lodging
which
collects
5.4%
aOer
the
addiKon
of
a
1.4%
local
markeKng
district
tax.
For
more
informaKon:
hSp://www.vailgov.com/
subpage.asp?dept_id=48
Visitor Intent to Return*
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Town
of
Vail
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CSE
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2/5/14
Satisfaction ratings:
• 80% of respondents answered that they are likely to attend Vail
Holidaze next year
• More than 80% of respondents agree that Vail Holidaze adds
value to their experience in Vail by offering additional activities
• Of those who were aware of a major event happening in Vail,
about more than half knew that Vail Holidaze was the name of
the event
*
Based
on
survey
results.
Topline Marketing Efforts
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Town
of
Vail
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CSE
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2/5/14
A full advertising, marketing and public relations campaign was
executed surrounding Vail Family Holidaze in local, regional and
national media. Placements were made with print and digital outlets.
• Print impressions: 121,000+
• Internet impressions: 20,000+
• Editorial Placements: 299,000+
• Estimated media value of the marketing campaign totaled
$100,000
Topline Marketing Efforts
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Town
of
Vail
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CSE
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2/5/14
Print Local/Mountain Regions:
• Six full page ads was placed in the Vail Daily
(Circulation: 15,500)
• Four full page ads were placed in the Daily
Weekly, in Vail (Circulation: 7,000)
Topline Marketing Efforts
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Town
of
Vail
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CSE
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2/5/14
Social Media
• Social media played a large role in
spreading the word about the event
• Facebook - Highline posted relevant
event news, and content relating to the
event
• Email Blasts – Additional email blasts
went out from Highline and other area
businesses
Topline Marketing Efforts
17
Town
of
Vail
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CSE
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2/6/13
A comprehensive public relations campaign surrounding Vail Family
Holidaze was conducted, reaching out to local, regional and national media
outlets to enhance coverage of the event in the news media.
• Press Releases – Four press releases on subjects ranging from the
initial announcement of the event to the day-to-day lineup of events for
Holidaze were distributed to national, local and regional media.
• Editorial Placements - The comprehensive public relations campaign for
Vail Family Holidaze resulted in approximately 16 editorial placements
which generated an estimated more than 299,000 impressions.
Sustainability Efforts
Green Measures
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Town
of
Vail
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CSE
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2/5/14
• Worked with town environmental officials to
develop green practices and worked with
Town of Vail street department to recycle all
event cardboard, plastic and aluminum
• Had event staff dedicated to collecting and
sorting trash and recycling
• No vehicles were left idle while loading in
and out
• Moved to majority use of linens in lieu of
plastic disposable tablecloths
Additional Information
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Town
of
Vail
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CSE
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2/5/14
Dedicated Website: holidaze.com
Additional Information
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Town
of
Vail
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CSE
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2/5/14
A variety of print and display items to follow:
Holidaze Rack Card and Poster
Holidaze Print Advertising
Additional Information
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Town
of
Vail
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CSE
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2/5/14
A variety of print and display items to follow:
Each event had event specific A-Frame signage, Roundabout Banners
Additional Information
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Town
of
Vail
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CSE
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Sponsor logo on the Town of Vail Banner
Additional Information
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Town
of
Vail
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CSE
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2/5/14
Hero Card: Autograph Signing at Winter Solstice on Ice
Thank you
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Town
of
Vail
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CSE
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2/5/14
VAIL HOLIDAZE
Estimated Incremental Room Nights and Revenue generated by Vail
Holidaze. The numbers below are estimates from the 2013 event.
Incremental Room Nights
Estimated attendance: 8,325
Those who came just for the event: 22%
Those staying in Town of Vail lodging: 50%
Average nights stay in Vail: 2
Total Incremental Room Nights: 915 dbl occupancy
Incremental Spending
Estimated attendance per day: 2,775
Average amount spent Dining 100/Shopping 50: $150
Event Days: 3
Subtotal incremental Spending: $1,248,750-
Average lodging price per person per night: $160
Incremental room nights: 1,830/915 dbl occup.
Subtotal spent on lodging: $292,800-
Number of days in Vail not for event: 1.0
Number of people staying additional days: 100
Average amount spent per day: $150
Subtotal spent on non-event days: $15,000-
Total Estimated Spending: $1,556,550
8) What return on investment should the Town of Vail expect?
2013 Town of Vail Return on Investment
Town of Vail Investment $75,100
Total Value of Media, Public Relations and Event Related Impressions
for a top-tier Presenting Sponsor (such as the Town of Vail)
(measured by Event Industry-accepted means). This number is based
on the projected PR and marketing for this event and estimates from
this event last year and other similar events.$100,000
Return on Investment through Media, PR and
Event Related Impressions alone:25%
Est. Incremental Room Nights Generated (double occupancy)915
Incremental Spending Generated $1,556,550-
Tax Receipts (Sales - 4%, Lodging - 4%)* $62,262
*does not reflect Lift Ticket tax revenues or TOV parking revenues
Return on Investment through Incremental Spending
in the Town of Vail: N/A
REVENUE
ITEM ACTUAL
TOV CSE Funding 75,100.00
Alpine Bank Sponsorship 7,500.00
TOTAL REVENUE:$82,600.00
EXPENSES
ITEM ACTUAL
STAFFING $14,500.00
Producers (EP/AP)10,000.00
Operations Staff 4,500.00
VENUES $1,450.00
TOV Permit 650.00
Solaris Rental 800.00
EVENTS $55,942.01
Winter Solstice on Ice 36,748.21
Tree Lighting Ceremony 3,558.80
NYE - Torchlight & Fireworks 15,635.00
BRANDING/ MARKETING/ADVERTISING $4,926.94
Roundabout banners 500.00
TOV Banner 485.00
Survey candy canes 99.20
Survey cards & rack cards 372.00
Vail Daily Ads 1,500.00
Event Posters 73.34
Website 750.00
PR Team 500.00
Photographer 250.00
Informational Signage 122.40
Event décor 250.00
Framed Table Signage 25.00
OTHER $2,750.00
Insurance 2,500.00
Admin Items 250.00
TOTAL EXPENSES:$79,568.95
Agency Fee $10,000.00
SUBTOTAL:$89,568.95
NET INCOME (LOSS):-$6,968.95
VAIL HOLIDAZE
2013 BUDGET OVERVIEW (as of 1/28/2014)