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Home My WebLink About3.c. 2012 Vail Holidaze Event_RecapEvent Recap: Vail Family Holidaze HIGHLINE February 6, 2013 Vail Family Holidaze : December 16-31, 2013 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: •The 2012 event was a major success. The festival returned Dec. 16-25 and 31, 2012 and celebrated free family friendly events throughout Vail Village and Lionshead Village. This destination event featured the Tree Lighting ceremony presented by Alpine Bank, holiday concerts, multiple nights of world-class skating shows, carolers, Kids Zone, Santa and Friends, Family New Years Eve Celebration, Torchlight Ski Down, Fireworks and much more •Multiple, well executed, strongly branded, complimentary family friendly events created a wonderful atmosphere in Vail, Colorado •The activities were thoughtfully placed throughout Vail Village and Lionshead so guests could weave in and out and enjoy the variety of retail shops, restaurants and services nearby Event Strengths & Weaknesses 4 Town of Vail | CSE | 2/6/13 •Exceeded expectations: •2012 saw the return of no-cost admission for all events and concerts surrounding Vail Family Holidaze •Holidaze marked the continuation of Vail’s commitment to providing FREE, first-rate experience for guests from all over the world including Skate with the Stars, Winter Solstice on Ice, Family Concerts and more •Marketing and PR campaigns were very successful – major coverage generated millions of impressions and $150,000 in equivalent value. •Vail Family Holidaze offered a wide variety events for people of all ages to enjoy bringing people into town and taking in all the holiday atmosphere Event Strengths & Weaknesses 5 Town of Vail | CSE | 2/6/13 •Exceeded expectations continued: •Vail Family Holidaze was a continued celebration of Vail’s 50th Anniversary with world class skaters and top notch branding and activation throughout Vail Village and Lionshead Village •The Family New Year’s celebration at Eagle’s Nest had increased attendance and awareness with the new name •The Kids Zone was once a gain a huge hit with strong community involvement, new sponsorship including Alpine Bank, Nature Valley Granola Bars and Rimini and activities ranging from the Artic Express train rides presented by Alpine Bank, Santa’s Workshop sponsored by the Vail Recreation District, S’more making, Village entertainers and more. Event Strengths & Weaknesses 6 Town of Vail | CSE | 2/6/13 •Measures that could be taken for event improvement: •The annual tree lighting ceremony brings a wonderful crowd into the event. New this year was a presenting sponsor of this event and with continued community could bring enhanced décor, sound and more •There are opportunities to partner with Alpine bank, local businesses and other community programs, like the Vail Recreation District, to help promote Vail Family Holidaze (and the Santa and Friends component of the Kids Zone) in advance with rack cards placed at all community fitness classes, activities and more that are produced by VRD Event Strengths & Weaknesses 7 Town of Vail | CSE | 2/6/13 •Nearly half of all respondents were aware that Holidaze was happening in Vail and more than two-thirds knew about Holidaze before arriving •Winter Solstice on Ice continues to be a huge hit; increased crowds came out for the multiple performances •Additionally, with the return of the Kids Zone and passport program, the attendance increased as well Event Budget 8 Town of Vail | CSE | 2/6/13 •Total event budget: $212,325 •CSE funds: $50,000 •Profit (loss): $0 •Funding utilization: Marketing and Event production •In-kind sponsorship: None •Cash sponsorship: $162,325 Estimated Results* Attendance Numbers 9 Town of Vail | CSE | 2/6/13 * Based on survey results. •Estimated attendance: 50,000 •(via crowd counts (live/photos), lodging occupancy, lift tix) •% of people in Vail specifically for event: 25% •% of people attended previous years: 25% Estimated Results* Demographic Profile 10 Town of Vail | CSE | 2/6/13 •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: 38; M=52% F=48%; Average HHI= $125,000 * 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: 75% •Average amount spent on lodging/day: $150 per person •Estimated room nights booked due to event association: 15,000 (2ppl/room) •Lodging call to action: •Participants were directed to book lodging via a number of media messages including print advertising in national and regional publications, via email blasts and online messaging at vail.com/holidaze with direct links to lodging specials as well as via word of mouth. •Upon receiving calls to the event hotline, attendees were also directed to the online lodging specials at vail.com/holidaze * Based on survey results. Estimated Results* Event Attendee Estimated Spending 12 Town of Vail | CSE | 2/6/13 •Dining: $100 •Shopping: $50 •Other Activities: Skiing/snowboarding, shopping, dining, tubing and other activities * Based on survey results. Estimated Return on Investment (ROI)* 13 Town of Vail | CSE | 2/6/13 •Additional Town of Vail spending event generated: $5,000,000 •Ratio of increased revenue to amount of funding received: 3.25-to-1 •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax: $224,000 * 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 80% of respondents answered that they are likely to attend Vail Holidaze next year •More than 20% of respondents have attended the event in previous years, while 80% of guests have been to Vail to ski/ride. •More than 80% of respondents agree that Vail Holidaze adds value to their experience in Vail by offering additional activites •Of those who were aware of a major event happening in Vail, about ¾ knew that Vail Family Holidaze was the name of the event * Based on survey results. Topline Marketing Efforts 15 Town of Vail | CSE | 2/6/13 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. Media impressions totaled more than: 15,673,000 •Print impressions: 200,000+ •Internet impressions: 15,000,000+ •Editorial Placements: 433,000+ •Estimated media value of the marketing campaign totaled $150,000+ Topline Marketing Efforts 16 Town of Vail | CSE | 2/6/13 Print Local/Mountain Regions: •Ten ads, including a cover wrap, was placed in the Vail Daily (Circulation: 15,500) •Three full page ads were placed in the Daily Weekly, in Vail (Circulation: 7,000) Topline Marketing Efforts 17 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 posted relevant event news, promotional videos and content relating to the event •Twitter - Information and content about Vail Holidaze was distributed strongly by Vail Mountain •Email Blasts – Additional email blasts went out from Town of Vail, Highline and other area businesses Topline Marketing Efforts 18 Town of Vail | CSE | 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 – Ten 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 25 editorial placements in local, regional and national print, online and broadcast news media, which generated an estimated more than 433,052 impressions. Sustainability Efforts Green Measures 19 Town of Vail | CSE | 2/6/13 •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 20 Town of Vail | CSE | 2/6/13 A variety of print and display items to follow: Holidaze Rack Card and Poster Holidaze Print Advertising, also featuring the 50th Anniversary Additional Information 21 Town of Vail | CSE | 2/6/13 A variety of print and display items to follow: Each event had event specific A-Frame signage displayed throughout town Additional Information 22 Town of Vail | CSE | 2/6/13 Sponsor logo inclusions on event signage, stage scrim and more Additional Information 23 Town of Vail | CSE | 2/6/13 Schedule signage, Holidaze banners with sponsor logo inclusion and sponsor banners Additional Information 24 Town of Vail | CSE | 2/6/13 Sponsor logo on the Town of Vail Banner and the Passport/ Kids Zone Piece Additional Information 25 Town of Vail | CSE | 2/6/13 Family New Years Even Celebration at Eagle’s Nest brought increased crowds from 2011. Additional Information 26 Town of Vail | CSE | 2/6/13 VAIL NYE 2013 at Dobson Arena was a huge success. Thank you 27 Town of Vail | CSE | 2/6/13