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Home My WebLink About3.a. 2012 Snow Daze Event_Recap_TOVEvent Recap: Vail Snow Daze HIGHLINE February 6, 2013 Vail Snow Daze: December 10 – 16, 2012 HIGHLINE, JAMES DEIGHAN, PARTNER Office: 970.476.6797 x 102 Mobile: 970.331.5312 james@gohighlinhe.com 2 Town of Vail | CSE | 2/6/13 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 2/6/13 Standard of excellence met by: •Attracted incremental Vail Visitors both in- state as well as a national audience with A-list headliner acts and an extremely strong, world class marketing and PR platform •2012 saw continued success driving traffic to Vail as a destination resort. The weeklong festival returned Dec. 10-16, 2012 and helped to attract Vail visitors despite very challenging snow conditions with a jam-packed schedule of participatory contests, parties, giveaways, on-mountain action and three amazing headliner concerts. Event Strengths & Weaknesses 4 Town of Vail | CSE | 2/6/13 •Exceeded expectations: •Vail kicked off the 50th winter season in style with the biggest Vail Snow Daze ever. From awesome live concerts with Wilco, Michael Franti & Spearhead and The Shins to the 50th birthday bash and exclusive movie premiere, Snow Daze was a week in Vail not to be missed. Additional event elements included the Sponsor Expo Village, apres and after dark parties and more. •Marketing and PR campaigns were very successful – major coverage generated millions of impressions and well over $400,000.00 in value •Media included television, radio, print, social and digital media and more Event Strengths & Weaknesses 5 Town of Vail | CSE | 2/6/13 •Exceeded expectations continued: •Strong sponsorship considering economic environment, including Bud Light, Sprint, Pepsi, Helly Hansen, GoPro, Red Bull and more •Vail Snow Daze was a strong platform, both through media as well as through added energy in town to also highlight and celebrate Vail’s 50th Birthday celebration and creating a memorable week for sponsors as well as honored pioneers and Vail guests •Of those who were aware of a major event happening in Vail, almost ¾ knew that Vail Snow Daze was the name of the event •Out of state returnees to Vail Snow Daze increased by 10% over last year Event Strengths & Weaknesses 6 Town of Vail | CSE | 2/6/13 •Measures that could be taken for event improvement: •The ticketed concerts were part of the marketing platform to increase band awareness and ramp up the A-list headliner acts as part of Vail’s 50th Celebration but the signature events will see the return of great acts but include the offering of complimentary concerts •Highline will continue to seek additional national brand sponsorships and brand activations that make sense for the event Event Strengths & Weaknesses 7 Town of Vail | CSE | 2/6/13 •For repeat event, comparison to past years: •The overall awareness of Snow Daze prior to arrival increased significantly over last year •Guests are becoming even more aware of Snow Daze prior to their arrival while more than half of out of state respondents had an increased influence to visit Vail that weekend because of Vail Snow Daze •There was an increase for Out of state/international guests that were influenced to attend Vail this weekend (52%) Event Budget 8 Town of Vail | CSE | 2/6/13 •Total event budget: $697,163 •CSE funds: $50,000 •Profit (loss): $(0) •Funding utilization: Event production •In-kind sponsorship: None •Cash sponsorship: $586,605 Estimated Results* Attendance Numbers 9 Town of Vail | CSE | 2/6/13 * Based on survey results. •Estimated attendance: 55,000+ •(via ticket sales, crowd counts (live/photos), concert wrist bands, lodging occupancy, lift tix) •% of people in Vail specifically for event: 55% •% of people attended previous years: Nearly half of all attendees Estimated Results* Demographic Profile 10 Town of Vail | CSE | 2/6/13 •Attendees came from (local, regional, out of state, international): •Local: 24% •Regional: 27% •Out of state/International: 49% •Average age and income bracket of attendees: •Average Age: 38; M=67% F=33%; Ave HHI = $120,000 * Based on survey results. Estimated Results* Event Attendee Estimated Spending 11 Town of Vail | CSE | 2/6/13 •Lodging: •% attendees stayed in Town of Vail: 70% •Average amount spent on lodging/day: $150 per person •Estimated room nights booked due to event association: 15,000 (2ppll/room) •Lodging call to action: As included on the homepage of vail.com/snowdaze with links direct to the corresponding •Additionally, digital ads were placed directing traffic to vail.com/snowdaze, impressions totaling 5,082,743 •Additional eblasts promoted Colorado Mountain Express promotions * Based on survey results. Estimated Results* Event Attendee Estimated Spending 12 Town of Vail | CSE | 2/6/13 •Dining: $100 •Shopping: $50 •Other Activities: Guests of Vail Snow Daze are interested in not only the concerts and on-snow events but also skiing/snowboarding, dining, shopping and competitive events * Based on survey results. Estimated Return on Investment (ROI)* 13 Town of Vail | CSE | 2/6/13 •Additional Town of Vail spending event generated: $15,500,000 •Ratio of increased revenue to amount of funding received: 14-to-1 •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** $683,000 * 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* 14 Town of Vail | CSE | 2/6/13 Satisfaction ratings: •Nearly 2/3 of respondents answered that they are likely to attend Snow Daze next year and over half of respondents answered that they would return for Spring Back to Vail •Of those surveyed, more than 90% responded that they either their opinion was favorable before and Vail Snow Daze reinforced their opinion or that they have a more favorable opinion •This year’s band awareness was higher than 2011 * Based on survey results. Topline Marketing Efforts 15 Town of Vail | CSE | 2/6/13 Marketing and PR campaigns were very successful – major coverage generated millions of impressions and well over $400,000.00 in value. •Print impressions: 2,600,000+ •Outdoor impressions: 2,237,240+ •Television impressions: 2,859,414+ •Internet impressions: 13,091,778 + •Email Blasts: 430,000+ •Editorial: 311,336,880+ •Estimated media value of the marketing campaign totaled more than $400,000 *Additional impressions include Vail Facebook, Twitter and Westword online promotions Topline Marketing Efforts 16 Town of Vail | CSE | 2/6/13 Traditional: •Print - multiple full page, half page, wrap ads and more were featured in the Westword, Colorado Daily, Vail Daily including 6 full page, and 5 wrap ads were placed in the Vail Daily •Television - Front Range Colorado ads were placed through Cable TV Denver Interconnect •Run Dates: Weeks of 11/12, 11/26 and 12/3 :30 second spots aired during primetime, sports and entertainment programming •Networks: AEN, BRVO, DISC, ESPN, FOOD, HIST, TBS, TNT, TRAV, NGC, FK, CMDY, ENT and TOON Examples: Daily Show, Colbert, College Football, Sport Center, Pawn Stars, Adult Swim The television campaign generated 2,859,414 impressions amongst viewers Adults 18+ Topline Marketing Efforts 17 Town of Vail | CSE | 2/6/13 Outdoor •Idaho Springs Billboard •Run Dates: 11/16 – 12/14/12 •East Facing Board with excellent visibility as drivers are heading up to the mountain with 807,240 Adult Impressions •Downtown Denver Billboard •Run Dates: 10/26 - 11/23 •Located on I-70 1.1 mi east of C-470 N/S F/W reaching travelers for pre-season impressions with 1,430,000 Impressions Topline Marketing Efforts 18 Town of Vail | CSE | 2/6/13 Radio - 2012 Radio Placements •KBCO 97.3FM - 69 commercials (30 on KBCO.com & 39 on KBCO) with approximately 382,800 impressions •KZYR 97.7FM The Zephyr - (130) :30 spots as part of Vail’s 50th Celebration Promotion •NRC Broadcasting – (70) :60 spots promoting Vail Snow Daze Topline Marketing Efforts 19 Town of Vail | CSE | 2/6/13 Digital: Event information was included in email blasts from numerous organizations, including Vail Mountain, Town of Vail, KBCO, Highline and others. •Local and Destination Passholders email blast - Snow Daze messaging went out on October 8 to roughly 44,000 •October 26 and December 3 people each email to roughly 180,000 •Vail Snow Daze had an event page at vail.com/snowdaze, which included event schedules, sponsor logos and links and more •Snow Daze page views (55,806), homepage views while the Snow Daze promo was up (840,000), and Snow Daze blog page views (5,576) totaling 901,382 impressions •Online static ads for Vail Snow Daze were placed through a service that targets consumers through geo-targeting and online behavior, which generated an estimated 832,836 impressions from 11/28 – 12/14 . Additional digital placements were placed with Westword and promotions through KBCO. Topline Marketing Efforts 20 Town of Vail | CSE | 2/6/13 SOCIAL MEDIA Social media played a large role in spreading the word about the event, as many of the artists and sponsors involved in the event are very active on a number of social networks. Facebook - Both Vail Mountain and Highline Sports & Entertainment posted relevant event news, promotional videos and content relating to the event Many organizations did prize package giveaways for Vail Snow Daze through their Facebook pages Twitter - Information and content about Snow Daze was distributed strongly by Vail Mountain Topline Marketing Efforts 21 Town of Vail | CSE | 2/6/13 SOCIAL MEDIA Some of the bands promoted Vail Snow Daze through their social media channels. WILCO - Wilco promoted a ticket giveaway using their website and promoted it via facebook with approximately 1000 respondents •Posted set list from the show to both Facebook and Twitter •Their Facebook page has approximately 580,000 followers •Their Twitter has about 103,000 followers MICHAEL FRANTI & SPEARHEAD • Promoted a giveaway for tickets through Facebook – with approximately 2000 entries • Franti also tweeted about Vail to the 45,000 followers Topline Marketing Efforts 22 Town of Vail | CSE | 2/6/13 A comprehensive public relations campaign surrounding Vail Snow Daze was conducted, reaching out to local, regional and national media outlets to enhance coverage of the event in the news media. Press Releases – Ten press releases on subjects ranging from the initial announcement of the concert lineup to the day-to-day lineup of events for Snow Daze were distributed to national, local and regional media. Editorial Placements - The comprehensive public relations campaign for Vail Snow Daze resulted in nearly 400 editorial placements in local, regional and national print, online and broadcast news media, which generated an estimated 311,336,880+++ impressions. Community Contribution 23 Town of Vail | CSE | 2/6/13 •Macanudo Raised funds for Habitat for Humanity – CAO Cigars, a sponsor of Vail Snow Daze, raised awareness and more than $2,700 in funding for Habitat for Humanity while sampling at all three nights of concerts at Ford Park. Sustainability Efforts Green Measures 24 Town of Vail | CSE | 2/6/13 •Worked with town environmental officials to develop green practices and worked with Vail Honey Wagon to recycle all event cardboard, plastic and aluminum •Had event staff dedicated to collecting and sorting trash and recycling •Served beverages in recyclable or compostable cups •No vehicles were left idle while loading in and out •Moved to majority use of linens in lieu of plastic disposable tablecloths Additional Information 25 Town of Vail | CSE | 2/6/13 A variety of print and display items to follow: Vail Snow Daze Rack Card and Poster Vail Snow Daze Print Advertising, also featuring the 50th Anniversary Additional Information 26 Town of Vail | CSE | 2/6/13 : Thank you 27 Town of Vail | CSE | 2/6/13