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Home My WebLink About2013 Vail Jazz FestivalEvent Recap: 19th Annual Vail Jazz Festival Commission on Special Events December 04, 2013 Photo by Jack Affleck 19th Annual Vail Jazz Festival: June 23 – September 2, 2013 The Vail Jazz Foundation, Robin Litt Executive Director Office: 970-479-6146 Mobile: 970-390-8986 vjf@vailjazz.org 2 Town of Vail | CSE | 12/4/13 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Standard of excellence met by: •Superior level of quality of performances by internationally acclaimed jazz artists •Variety of genres of jazz including bebop, Latin, straight ahead, swing, blues, Dixieland and more •Intriguing, high quality venues throughout town •Innovative educational programming with •Multi-Media Tributes •Vail Jazz Workshop – the nation’s pre-eminent jazz education program •Jammin’ Jazz Kids & Jazz Goes to School Town of Vail | CSE | 12/4/13 Event Strengths & Weaknesses 4 Town of Vail | CSE | 12/4/13 STRENGTHS •Reputation and awareness of Vail Jazz increased •Attendance numbers up 20%; ticket sales up •New programs well received: Jazz After & Jammin’ Jazz Kids •Partnership with other organizations: Bravo! Vail, Farmers’ Market, VRD, Gourmet on Gore •Presence through the full summer season (12 weeks – late June – early Sept) WEAKNESSES •Need to expand sponsorship opportunities and relationships •Growth currently limited by size of organization & capacity Event Budget 5 •Total event budget: $406,215 (festival only) •CSE funds: (no funds from CSE; $70,600 from Town Council) •Profit and loss: $0.00 •Funding utilization – TOV funds were used for the production and marketing of our summer festival which included 40 performances. •In-kind sponsorship: $228,000 •Cash sponsorship:$40,000 Town of Vail | CSE | 12/4/13 Estimated Results* Attendance Numbers 6 Town of Vail | CSE | 12/4/13 10+ YEARS 12% 6-10 YEARS 16% 3-5 YEARS 29% 2 YEARS 15% FIRST TIMERS 28% LOYALTY - REPEAT ATTENDANCE Labor Day Guests: 74% of people came to Vail specifically for Labor Day Weekend Vail Jazz Party 57% have attended Vail Jazz 3+ years Estimated attendance: 40 performances with 20,000 total attendees 89% rate the event EXCELLENT Net Promoters Score: 81 189 pre-sales of Patron Passes (133 in 2013) •44% from Colorado •Major markets: TX 7.5%; CA 7%; FL 4%; IL 3.5%; NY 3.5%; KS 3%; 2.4% each from AZ, NE and OH •2% international Estimated Results* Demographic Breakdown Over $500K 11% $200K- $499K 15% $100K- $199K 44% $50K - 99K 23% Under $50K 9% Income Levels 70% earn over $100,000 Overnight Part Time Resident F/T Eagle Co Day Type of Attendee F/T Vail * Based on survey results. Estimated Results* Event Attendee Estimated Spending 8 * Based on survey results. Town of Vail | CSE | 12/4/13 •Lodging over Labor Day Weekend: •90% attendees stayed in Town of Vail •of those, 75% stayed in paid lodging •78% stayed 3 nights or more (over 50% stayed 4 nights or more) •Average amount spent on lodging/day: $146 •645 room nights at Marriott and Arrabelle alone •Average total daily spend by Labor Day Weekend guests - $250/day including shopping, dining, recreation and other. Estimated Return on Investment (ROI)* 9 •Additional Town of Vail spending event generated: $3.1 Million •Ratio of increased revenue to amount of funding received: 44.5:1 $44.50 SPENT FOR EVERY $1 TOV INVESTED •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax: estimated $120,000 Town of Vail | CSE | 12/4/13 Likelihood to return: 86% 189 Pre-sales of Patron Passes for 2014 – up 69% over 2013 83% Very likely to recommend Vail Jazz Festival to family & friends Extremely likely Likely Neutral Not likely Likelihood to recommend Vail Jazz Visitor Intent to Return* * Based on survey results. Topline Marketing Efforts 11 Town of Vail | CSE | 12/4/13 •Strong radio presence: KUVO in Denver, Breck, Vail – over 500 ads •Over 120,000 loyal listeners per week •One of top 5 jazz stations in US •20,000 event programs •Direct marketing through The Jazz Cruise to over 20,000 past travellers •Vail Daily editorial and advertising •Direct mail, bi-weekly e-newsletters, solid concierge program •Dedicated ads in Denver Post through VLMDAC •TV ad-vertorial on Rocky Mountain PBS winter ‘13-’14 and summer ’14 •Celebrated Living Feature November 15th – February 14th (2.5 million readers/issue) Community Contribution 12 •Jazz @ Vail Square has become the “place to be” on Thursday nights, drawing Vail residents and down valley residents to Lionshead for concert and dinner. •Jazz filled Lionshead with 1000 + guests every week on Thursday nights and throughout Labor Day Weekend, creating energy and generating sales in retail shops and restaurants. – 12 dates in the summer •Jazz Tent at Vail Farmers’ Market created a comfortable gathering spot for locals and visitors to relax and enjoy. •Vail Jazz Workshop students stay with Vail families for 10 day residency annually •Jazz Goes to School educates every 4th and 5th grader in Eagle County (including Vail youth) •Jammin’ Jazz Kids introduced at Vail Farmers’ Market on three Sundays for free interactive programming for local and visiting children •Developed the Vail Jazz Ambassador program with 50+ active volunteers – locals, part time residents, and front range. Town of Vail | CSE | 12/4/13 Sustainability Efforts Green Measures 13 Vail Jazz promotes green practices throughout all events •Work with venues to offer easy and accessible recycling at Arrabelle & Marriott as well as Kelly Liken, Larkspur and at the Farmers’ Market •Our festival t-shirts were printed with environmentally friendly dye •Office recycling Town of Vail | CSE | 12/4/13 Plans for 2014 20th Anniversary Vail Jazz Festival •Increase # of performers •More than 40 artists over Labor Day Weekend •Bigger names throughout the summer •Add 2-3 additional Jazz After concerts at Larkspur to compliment Bravo! Vail’s lineup •Expand Jammin’ Jazz Kids – every Sunday in July •Performance by Big Band made up of Vail Jazz Workshop Alumni Thank you! VAIL JAZZ 2013 ATTENDEE SPENDING METHODOLOGY PER EVENT CALCULATION OF ATTENDANCE TOTAL SUMMER ATTENDANCE EVENT # OF SHOWS ASSUMPTION DAILY SPEND TOTAL SPENDING 1000/EVENT 9000 Jazz @ Vail Square 9 events 75% spend 150$ 900,000$ 225/EVENT 2250 Jazz @ The Market 10 events 50% spend 100$ 112,500$ 100/EVENT 1000 Jazz @ Kelly Liken 10 events 100% spend 200$ 200,000$ 150/EVENT 450 Jazz After 3 events 100% spend 200$ 90,000$ 3000 3000 Bravo 1 event 75% spend 200$ 450,000$ 375X4 DAYTIME SHOWS; 500X 3 EVE SHOWS 3000 LDWP 7 events over 4 days 50% spend 250$ 1,250,000$ 225 225 staff and artist lodging 109$ 17,113$ 75 75 staff and artist shopping, F&B and activity 5 days 100$ 37,500$ ticket sales 150,000$ 19000 SUBTOTAL 95 95 J@VS artist spending 100$ 9,500$ 19095 3,216,613$ ROI to TOV 44.56$ ratio 44.5 to 1 REVENUES Admissions and Production Fees $163,840 Sponsorships/Program Ad Sales $40,000 Contributions $283,600 Program Ad Sales $18,150 Merchandise Sales $15,000 Silent Auction $14,000 Other Fees $10,750 Interest $100 TOTAL REVENUES $545,440 EXPENSES JAZZ FESTIVAL Artists & Production Expenses $295,765 Advertising/Marketing/P.R.$45,450 Allocated Administrative Overhead $65,000 SUBTOTAL $406,215 EDUCATIONAL PROGRAMS Jazz Goes to School $20,950 Vail Jazz Workshop $49,450 Allocated Administrative Overhead $18,500 SUBTOTAL $88,900 ADMINISTRATIVE EXPENSES Fundraising $4,200 Administration $46,125 SUBTOTAL $50,325 TOTAL EXPENSES $545,440 TOTAL REVENUES MINUS EXPENSES $0 Current Fiscal Year Budget Year Ending October 31, 2013 APPLICATION FOR TOWN OF VAIL FUNDING Statement of Sources and Uses THE VAIL JAZZ FOUNDATION, INC.