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HomeMy WebLinkAbout8.a. 2013 FEAST!_13_Final_ROI7) Brief description of potential benefits to the Town of Vail, including an
estimated # of incremental room nights and increased spending generated.
Estimated Incremental Room Nights and Revenue Generated by the 2013
FEAST! Vail.
2013 Estimated Incremental Spending
Incremental Room Nights
Estimated attendance: 950
Those who came just for the event: 66%
Those staying in Town of Vail lodging: 75%
Average nights stay in Vail: 2.6
Total Incremental Room Nights: 611 (2ppl/room)
Incremental Spending
Estimated attendance per day: 350
Average amount spent: $266
Event Days: 3
Total Incremental Spending: $279,300
Average lodging price per person per night: $225
Incremental room nights: 611
Subtotal spent on lodging: $137,548
Number of days in Vail not for event: 1.0
Number of people staying additional days: 300
Average amount spent per day: $266
Subtotal spent on non-event days: $79,800
Total Estimated Incremental Spending: $496,648
8) What return on investment should the Town of Vail expect?
2013 Town of Vail Estimated Return on Investment
Town of Vail Investment $85,000
Total Value of Media, Public Relations and Event Related Impressions
for a top-tier Presenting Sponsor (such as the Town of Vail)
(measured by Event Industry-accepted means). This number is based
on the projected PR and marketing for this event. $250,000
Return on Investment through Media, PR and
Event Related Impressions alone: 2.9-to-1
Est. Incremental Room Nights Generated 611
Incremental Spending Generated $496,648
Return on Investment through Incremental Spending
Generated in the Town of Vail: 5.8-to-1
Tax Receipts (Sales - 4%, Lodging-5.4%) $21,791.59
Return on Investment through incremental spending
tax receipts generated in the Town of Vail: -