HomeMy WebLinkAbout6. Event Attendance Research Next Steps 1_4_13Event Attendance Research Background
•For the 2012 Event Calendar, the CSE commissioned an Economic Impact Research initiative that generated new data
related to event ROI
- Lodging, Other expenditures
- Total generated revenue, Sales Tax revenue
•Its value was especially helpful in terms of the allocation process for 2013 in terms of ranking, and relative performance
•However – the key variable of event attendance relied on estimates and data supplied by the event producers themselves
- Utilized disparate methodologies
- Some events were ticketed, others not, and everything in-between
•The unreliability of this data undermined confidence in the data itself, producer credibility, and ultimately credibility of
events themselves – in particular Council called this into question which
undermines future investment and overall credibility
- to this end, our producers spend too much time and resources on an area with diminishing return
•The CSE argued effectively for incremental funding in 2013 to resolve this lingering issue
- with effective and reliable event attendance data, the existing economic impact data will
continue to have validity
1 Town of Vail | 1/9/2013
Event Attendance Research – Next Steps
•The Town of Vail and the Commission on Special Events as a result have elected to investigate the possibility of
commissioning a research initiative aimed at securing reliable and comparable event attendance data this year's Vail
event schedule
• Approximately $50,000 budgeted incrementally for 2013 but Staff believes this initiative can be accomplished in the
$25,000 range
•Timing – need to have a vendor and methodology secured and in place for February - the Winter Mountain Games,
and especially important, the Burton US Open in its inaugural year
•It would logically make sense to continue with RRC Associates who conducted the Economic Impact study
- work regularly with TOV on Community Survey and Vail Resorts field force
- continuity with initial Economic Impact Study of 2012
- to this end RRC already contacted and briefed
- we’ll look to deliver under budgeted sum of $50k, more in the range of $25,000
- goal is to have new methodology in field for Winter Games Feb . 7-10
2 Town of Vail | 1/9/2013