HomeMy WebLinkAbout8.e.2013_08_07_Event_Recap_Vail_Arts_Festival.pdfEvent Recap: 2013 Vail Arts Festival
Commission on Special Events
August 7, 2013
Photo by Jack Affleck
Vail Arts Festival: June 28-30, 2013
Eagle Valley Events, Inc. Laurie Asmussen, Owner
Mobile: 970.376.3756
laurie@vailartsfestival.com
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Standard of excellence met by:
•Ongoing Tradition and Quality Art Exhibitors in an outdoor Festival
setting:
The Vail Arts Festival is in its 29th year, offering a unique blend of local,
regional and national artists who are invited to exhibit by a panel of jurors
made up of art festival experts and local art enthusiasts. The Vail Arts
Festival takes place in Lionshead Village and is designed to spotlight
businesses, increase visitors to Lionshead and enhance the guest
experience
Event Strengths & Weaknesses
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•Artist placement was done with the goal of spotlighting eye-catching,
interesting pieces near the event entrance, inviting spectators to
mingle among the art and experience the visual displays
•Improvement is needed in placement of musical and street
entertainment within the site with the goal of enhancing the guest
experience, not serve as a nuisance to merchant community
•Greatest challenge lies within the site boundaries and the desire to
have more exhibitors and the fire lane/site limitations
•Walk-around food/beverage choices are listed as a desired
improvement by guests. The challenge is to enhance restaurant
participation within the venue while meeting guests needs
Event Budget
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•Total event budget: $39,662
•CSE funds: $10,000
•Profit and loss: $3,100
•Funding utilization: 80% Advertising; 20% Children’s entertainment
•In-kind sponsorship: Discounted ad buys with investment with NRC
Broadcasting and Vail Daily
•Cash sponsorship: -0-
Estimated Results*
Attendance Numbers
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* Based on survey results.
•Estimated attendance: 14,472
•If non-ticketed, method you used to estimate attendees: Total number
of vehicle transactions within parking structures, car counts and data
from specific survey questions
•% of people in Vail specifically for event: 38%
•% of people attended previous years: 48%
Estimated Results*
Demographic Profile
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•Attendees came from (local, regional, out of state, international):
23% were local
8% were In-state day visitors
22% were In-state overnight visitors
46% were Out-of-state visitors
(top 4 states: Texas, California, Arizona, Florida)
1% were International visitors
•Average age and income bracket of attendees:
Average age: 54
40% Income $100,000-$199,000
27% Income $75,000-$99,999
13% Income $200,000-$499,999
* Based on survey results.
Estimated Results*
Event Attendee Estimated Spending
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•Lodging:
•% attendees stayed in Town of Vail: 80%
•Average amount spent on lodging/day: $271
•Estimated room nights booked due to event association: 1,138
•Lodging call to action: Artists: Direct/Lionshead properties Guests: VisitVailValley.com
•Dining: Guests staying in paid lodging: $98,159
All other Overnight guests: $68,480
Local/In-state Day visitors: $38,950
•Shopping: Guests staying in paid lodging: $45,783
All other Overnight guests: $49,412
Local/In-state Day visitors: $24,600
•Other Activities: Guests staying in paid lodging: $36,200
All other Overnight guests: $121,991
Local/In-state Day visitors: $13,178 * Based on survey results.
Estimated Return on Investment (ROI)*
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•Additional Town of Vail spending event generated: $1,006,293
•Ratio of increased revenue to amount of funding received: 4:1
•Sales tax revenue generated by event and accrued to Town of Vail
including sales and lodging tax:** $48,881
* 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*
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Satisfaction ratings:
•Overall satisfaction rating: 4.8 (1=Not at all Satisfied, 5=Extremely Satisfied)
•On average, 64% are “Very” or “Extremely likely” to return
•On average, 48% of first-time attendees are “Very likely” or Extremely
likely” to return
* Based on survey results.
Topline Marketing Efforts
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•Vail Daily advertising campaign including quarter-page, half-page
and full-page four color ads
•Informational postcards placed within businesses throughout
town
•4-color outside Vail Daily wrap on opening day of Festival with
artist listing inside
Community Contribution
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•Impact on Vail’s sense of community:
The Vail Arts Festival is an ambient event that was created by a group
of local artists and volunteers nearly 30 years ago who wished to have
an outdoor street fair in Lionshead Village. This event honors the
vision of the all-volunteer Vail Arts Council, many of whom continue to
volunteer in various capacities throughout town as greeters and
community hosts. We strive to balance the traditions built by the
event’s creators and offer interesting exhibits to our current guests.
New this year was the collaboration with the Art in Public Places group
to showcase artist demonstrations for the beautification of the
skateboard park. We incorporated skateboard artists into the show,
children’s art tent and created murals for the Lionshead fountain
improvements.
Sustainability Efforts
Green Measures
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•No plastic bags are in use at the Vail Arts Festival. Our team
worked with Art in Public Places to sell their re-purposed event
banner totes to event guests. The Festival also sold re-usable
shopping bags
•No gas-powered carts were used within the Festival site. The
site is a carry-in only site for vendor set-up and tear-down
•Recycling containers are placed throughout event site along with
trash receptacles
Additional Information
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