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Home My WebLink About2013 Vail Intl Dance FestivalEvent Recap: VAIL INTERNATIONAL DANCE FESTIVAL – 25th Anniversary Season Commission on Special Events December 04, 2013 Photo by Jack Affleck VAIL INTERNATIONAL DANCE FESTIVAL July 23 – August 11, 2013 VAIL VALLEY FOUNDATION, MARTHA BRASSEL Office: 970.777.2015 Mobile: 970.331.6153 mbrassel@vvf.org 2 Town of Vail | CSE | 12/15/11 "As Artistic Director of the Vail International Dance Festival, Damian Woetzel has become one of the foremost impresarios of American dance... There are a number of... dancers and choreographers for whom this Vail festival has been an important stage of growth.“ – Alastair Macaulay, The New York Times Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 12/15/11 Standard of excellence met by: •2013 marked the 25th anniversary of the Vail International Dance Festival. Under the helm of Artistic Director Damian Woetzel, the Festival has developed an international reputation as a treasured celebration of dance, renowned for its artistic excellence and unparalleled programming. •The Festival annually commissions new works, which premiere in Vail, and live on in the repertories for major dance companies. In 2013, 8 world premieres were presented in Vail, including a new work by the legendary choreographer Paul Taylor. Works premiered in Vail are credited in perpetuity of the piece as “Commissioned by the Vail International Dance Festival.” •For the first time ever, Dance Festival video footage was used to create a 26- minute documentary, which aired twice on Rocky Mountain PBS to over 60,000 households within the state of Colorado. Event Strengths & Weaknesses 4 Town of Vail | CSE | 12/15/11 •Exceeded expectations: •Ticket sales in 2013 surpassed all previous records, resulting in an 14.5% increase over 2012 ticket sales. •Robust online and social presence through its Facebook fan page and @VailDance twitter handle. In 2013, the VIDF Facebook page saw an increase of 5,837 new likes (169% growth) and Twitter saw an increase of 452 followers (76% growth). •Measures that could be taken for event improvement: •Expand Celebrate the Beat Pop Hop Camp to 2 weeks from its current one week format. •Encourage Lionshead Merchants to expand the annual line dancing event. Event Budget Town of Vail | CSE | 12/15/11 •Total event budget: $1,607,402 •TOV funds: $60,000 •Profit and loss: -$83,612 •Funding utilization: new works & documentary •In-kind sponsorship: $223,931 •Cash sponsorship: $63,950 •Event producer to attach detailed budget for recap Jonathan Windham and Fran Romo perform opening night at the 2013 Vail Int’l Dance Festival. Jonathan was born and raised in Eagle County. Estimated Results* Attendance Numbers 6 Town of Vail | CSE | 12/15/11 * Based on survey results. •Estimated attendance: 18,700 •9 paid performances @ GRFA •2 paid performances @ VPAC •1 FREE performance @ VPAC •4 events in the streets of Vail (Solaris Plaza & Arrabelle Square) •National Dance Day •Dancing in the Streets - Line Dancing •Dancing in the Streets – Keigwin + Company •Farmer’s Market Village Vignette – Lil Buck + New Styles Krew •370 students in 11 master classes •99 students in Celebrate the Beat “Pop Hop Camp” •*indicates non-ticketed events, attendance based on head count •% of people in Vail specifically for event: 72% •% of people attended previous years: 70% Estimated Results* Demographic Profile 7 Town of Vail | CSE | 12/15/11 •Attendees came from (local, regional, out of state, international): •44% local visitors •6% in-state day visitors •27% in-state overnight visitors •21% from out-of-state (TX, FL, CA, NY, AZ) •2% international visitors •Average age and income bracket of attendees: •Average age = 56 years old, average age of children <18 = 6.6 years old •Average income: 7% = students (reporting zero income) 1% = $0-$24,999 7% = $25-$54,999 8% = $55-$74,999 19% = $75-$99,999 33% = $100-$199,999 22% = $200-$499,999 11% = $500,000 * Based on survey results. Estimated Results* Event Attendee Estimated Spending 8 Town of Vail | CSE | 12/15/11 •Lodging: $840,388.00 •% attendees stayed in Town of Vail: 77% •Average amount spent on lodging/day: $1,087.80 ($259/nite X 4.2 nites ) •Estimated room nights booked due to event association: •2,932 rooms booked by visitors to the Festival •1,118 rooms booked by VVF for Festival personnel/talent •Lodging call to action: •Dining: $773,021.00 •$332,789 = household spending of guests staying in paid lodging •$368,148 = household spending of all “other” overnight guests (guests that stayed overnight somewhere other than in paid lodging; 2nd home, friends/family, timeshare) •$72,084 = household spending of local and in-state day visitors •Shopping: $634,117.00 •$302,385 = household spending of guests staying in paid lodging •$306,867 = household spending of all “other” overnight guests •$24,865 = household spending of local and in-state day visitor •Other Activities: $485,169.00 - hiking, road biking, mtn. biking, golfing, tennis, fishing * Based on survey results. Estimated Return on Investment (ROI)* 9 Town of Vail | CSE | 12/15/11 •Additional Town of Vail spending event generated: $2,732,695 •Ratio of increased revenue to amount of funding received: $1:$2 •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax: ** •Lodging: $45,380 •Dining: $30,920 •Shopping: $25,364 •Other Activities: $19,406 * 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: •86% are “Very” or “Extremely Likely” to return in the future •Net Promoter Score – 85 (higher than NPS for Vail of 80) * Based on survey results. Topline Marketing Efforts 11 Town of Vail | CSE | 12/15/11 •The Vail International Dance Festival was featured in The New York Times 5 times, twice in The Denver Post, once in SELF Magazine, twice in DANCESPIRIT Magazine, twice in 5280 Magazine, once in TRAVEL+LEISURE, once in the Daily Camera •24 journalists and bloggers were hosted at the 2013 Vail International Dance Festival •60,952 visits to vaildnace.org, 152,382 page views, avg. time on site 3:24 •9,276 Facebook Fans, 5,919,561 Facebook Impressions, 65,482 Facebook Engagements (Likes , Comments, Shares, Video Plays, Photo Views) •168 Event Tweets, 1,043 Twitter Followers,, 3,859,852 Twitter Impressions •46,954 Video Views on Facebook & YouTube Community Contribution 12 Town of Vail | CSE | 12/15/11 •Impact on Vail’s sense of community: •The Festival spreads to all corners of the valley from East Vail to Cascade Village engaging other non-profits (Vail Performing Arts Academy, Vail Valley Academy of Dance and Bravo), the merchants and the lodging community. Many of the artists have been coming to the Festival for many years and consider Vail their summer home. The Festival continues to make dance accessible to all by bringing free events to the streets of Vail and the GRFA stage. Sustainability Efforts Green Measures 13 Town of Vail | CSE | 12/15/11 •Only 72 bottles of water were purchased for Festival personnel and talent. All staff & personnel are issued a Bobble water bottle that has an internal filter. •Nightly inserts to the program are only printed based on one for every two ticket buyers, sharing is encouraged. •The Festival Artistic Director, his wife and many of the staff rent bikes through Christy Sports and commute around Vail on 2 wheels. •When possible, The Vail International Dance Festival prints its collateral material on post consumer recycled paper. Additional Information 14 Town of Vail | CSE | 12/15/11 •Provide detailed budget in attachment please •Provide ROI explanation in attachment please •Bullet point Additional documents attached to presentation: