HomeMy WebLinkAbout3.c. 2013 - Hot Summer Nights - RecapCommission on Special Events
Wednesday, October 2, 2013
Photo by Jack Affleck
Tuesday Nights June – August
Vail Valley Foundation, Jennifer Mason
Office: 970.777.2015
Mobile: 970.470.0001
jmason@vvf.org
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Standard of excellence met by:
•Performers of National Caliber entertainment
•Consistent, free, high quality entertainment for both locals and tourists
in the prime summer months of Vail
•Offers a variety of musical genres
•Sets Vail apart from other resort based mountain communities
Event Strengths & Weaknesses
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•Strengths:
•July 16th- Robert Randolph & the Family band second largest crowd
on record at an HSN.
•Consistent, free event that locals look forward to each summer
•Unexpected, free event for some out-of-town visiting guests
•Weaknesses:
•We need to strive to have bigger known acts for HSN
•Attendance numbers from 2013 are slightly lower than in 2012
•Weather is a factor, which of course we can’t control, had quite a
rainy summer
Event Budget
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•Total event budget: $550,000
•CSE funds: $27,500
•Profit and loss: -$18,750
•Funding utilization: Funding of musical talent
•In-kind sponsorship: $2,800 (police attendance during concerts)
•Cash sponsorship: $522,500
* Event producer to attach detailed budget for recap
Estimated Results*
Attendance Numbers
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* Based on survey results.
•Estimated attendance:
•2013= 30,505
•% of people in Vail specifically for event:
•48 % of attendees, came to Vail specifically
for Hot Summer Nights
•% of people attended previous years:
•2012 attendance= 32,716
Estimated Results*
Demographic Profile
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• % Attendees came from:
•Local- 34%
•In- State - 1%
•In- State overnight- 14%
•Out of State- 50%
•International- 1%
•Average age and income bracket of attendees:
•Average age is 52
•Income brackets
•Student- 3%
•$24K under- 1%
•$25K- 54,999-8%
•$55K- $74,999-11%
•$75K- %99,999- 20%
•$100K- $199,999- 36%
•$200K- $499,999- 15%
•$500K and above- 6%
Estimated Results*
•Lodging:
•% attendees stayed in Town of Vail: 65%
•Average amount spent on lodging/day: $190.50
•Estimated room nights booked due to event association: 1,608
•Lodging spend for HSN specially in Vail = $306,361
•Dining: We estimate that the amount spent over the nine HSN shows was
$162,099
•Shopping: We estimate that the amount spent over the nine HSN shows was
$97,336
•Other Activities: We estimate that the amount spent over the nine HSN shows
was $88,972
Event Attendee Estimated Spending
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* Based on survey results.
Estimated Return on Investment (ROI)*
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•Additional Town of Vail spending event generated: $654,769
•Ratio of increased revenue to amount of funding received: 24:1
•Sales tax revenue generated by event and accrued to Town of Vail
including sales and lodging tax:**
•Sales tax= $13,936.28
•Lodging Tax = 16,543
* 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:
•On average, 85% are “very” or “extremely likely” to return to Hot
Summer nights in the future
•On average, 68% of the first time visitors are “very” or “extremely
likely” to return to Hot Summer Nights in the future
* Based on survey results.
Topline Marketing Efforts
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•Editorial and ad placements with local Vail Valley print, TV
and radio partners
•Posters, flyers and other collateral distributed throughout
Vail and the Valley
•Social/digital efforts (Facebook, Twitter, digital ads) to
expand footprint of exposure beyond physical attendees
•VVF booth presence, email/data collection and surveying
to interact with and better understand attendees’
preferences and interests
Community Contribution
Impact on Vail’s sense of Community:
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•Hot Summer Nights, sets our community apart from others. Free
concert series like HSN have become a beloved part of the summer
lifestyle in Vail. People have busy lives; work, personal interests,
families, etc and it is hard to stay connected….HSN is a place to see
and catch up with old friends.
•Our community is diverse; diverse in age, interests and income levels,
to name just a few. HSN serves an important and growing demographic
group just as the Vail Intl Dance Festival serves equally well an older,
more affluent demographic of our community.
•Bud Light Hot Summer Nights has proven once again that it is THE
social event of the summer, turning the Gerald R. Ford Amphitheater
into the weekly gathering spot for guests and locals alike. Annually
recognized as the premiere free concert series in the valley, Hot
Summer Nights is a tremendous free benefit for the community and
tourists, and something everyone looks forward to summer after
summer in Vail.
Sustainability Efforts
Green Measures
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•HSN – recycles all paper, cardboard, plastic and aluminum
items at the GRFA.
•Concessions uses utensils made from plant based
materials.
•All paper products used in the restroom facilities are made
100% recycled materials
•Whenever possible sanitation products used at GRFA are
environmentally friendly.
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