HomeMy WebLinkAbout3.f. 2013 - LH Sat Family Fun Club - RecapEvent Recap: Lionshead Family Fun Club
Commission on Special Events
September 4, 2013
Photo by Jack Affleck
Lionshead Saturday Family Fun Club
Saturdays, June 15 to August 10, 2013
J. Brian Hall
Event Producer
Blue Creek Productions, Inc.
Office: 970.926.5855
Mobile: 970.376.2594
brian@bluecreek.com
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Vail Brand Compatibility
“Premier&Interna<onal&Mountain&Resort&Community”
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Standard of excellence met by:
•Great outdoor event for the entire family. Families could compete in
contest as a family. Family audience made up of active visitors, 2nd
homeowners and area locals.
•High quality interactive and engaging activities & educational
presentations. You could have fun and learn something cool from
experts in their field.
•Strong sense of welcome and hospitality, superior guest service &
customer interaction proven in guest comments
•Engaging partnerships with Town of Vail Fire Department and other
local events for maximum impact of all- Vail Arts Festival, Vail America
Days & Vail Intl. Dance Festival
Event Strengths & Weaknesses
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•Exceeded expectations: Increased family activities, contests,
competitions and educational presentations for more participation,
increased social marketing - saw results, strong positive comments
from guests in surveys. Passionate involvement in family/kid games &
challenges. Strong communication plan with Lionshead/Vail Lodges
and LH event partners.
•Measures that could be taken for event improvement: *In
2014 we have been asked by LHMA and Arrabelle to move event to
Sundays and earlier in the day. This would avoid challenges with
weather. Stronger PR/Marketing plan. Less conflicts with other
events.
•For repeat event, comparison to past years: High number
return guests/raving fans, able to better partner with other events and
retailers to increase impact of event.
Event Budget
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•Total event budget: $23,000.00
•CSE funds: $20,000.00
•Complete final budget and expenses attached
Estimated Results*
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•Es<mated&aGendance:&Saturdays,&2013
•We#use#a#live#count#with#a#grid#method#throughout#the#event#to#get#es4mate#of#a6endance.
June 15 345
June 22 455
June 29 525
July 6 950
July 13 620
July 21 535 *Rain
July 27 485 *Rain, thunder & lighting
August 3 445 *Rain, thunder & lighting -
*Shutdown early, scary weather!
August 10 595 *Rain at end.
•%#of#people#a6ended#previous#years:#28%#each#week#es4mate.
•15%#increase#in#a6endance#over#2012.
Estimated Results*
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•AGendees&came&from&(local,®ional,&out&of&state):
85%&Vaca<oning,&
26%&2nd&Homeowners,&
3%&locals
•&Origin&by&Zip&Codes:&48%&TX.,&22%&COYFront&&
Range.&Others&Y&CA,&FLA,&LA.,&Utah&&&VT.&
•&Average&age&of&adults:&&&&&43
•&Age&range&of&kids:&&&&&infant&to&14&years&old
•&Average&age&of&kids:&&&&&7&&years&old
•&Average&#&of&kids&per&family:&&&&&3
*per&our&surveys
Estimated Results*
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•Lodging:
•*%&aGendees&stayed&in&Town&of&Vail:&&&76%
•Average&amount&spent&on&lodging/day:¬&
determined
•We&work&hard&to&work&with&and&supply&the&lodges&
with&event&info&to&help&them&influence&the&guests&
decision&to&purchase&lodging
•Lodging&call&to&ac<on:&visitvailvalley.com&and&
Lionshead&Lodges
•Other&Ac<vi<es:&We&are&able&to&have&conversa<ons&with&
our&guests®arding&other&Vail&events&and&ac<vi<es.&
Many&asked&ques<ons&about&other&events&like&the&Vail&
Farmer’s&Market,&Vail&Mountain,&hiking&info,&where&to&eat&
and&what&else&their&family&can&do&while&in&Vail.&
*&Based&on&survey&results.
Estimated Return on Investment (ROI)*
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•Strong&repeat&guests&which&helps&influence&&
return&to&Vail.
•Addi<onal&Town&of&Vail&spending&event&
generated:&Lionshead&Merchants&tell&us&they&
feel&an&increase&in&business&when&we&are&there.
•Ra<o&of&increased&revenue&to&amount&of&
funding&received:&Researching
•Addi<onal&sales&tax&revenue&generated&by&event&
accrued&to&Town&of&Vail:**&researching&with&the&
Lionshead&merchants.
*&Based&on&survey&results.
**&Town&of&Vail&sales&tax&=&4%.&Lodging&tax&=&5%
Visitor Intent to Return*
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Satisfaction ratings:
• *Would you return to this event? 100% Yes 0% No
• *Did you think our event was fun? 100% Yes 0% No
• *Was this your first visit to Vail? 7% Yes 93% No
• Via actual engagement versus something for the audience to
watch, made visitors feel like part of the community and
awareness that Vail Summer has more for them to come back
and experience.
• Visitors surveyed appreciated that the Family Fun Club wasn’t
just for “little kids”, but offered engagement for all ages via so
many unique and different activities, and all ages felt included,
based on surveys.
* We talked to many families each week who had come in past
years and were happy to be back. Many families come to Vail
for multiple weeks and came to our event each week.
*&Based&on&survey&results.
Topline Marketing Efforts
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•Launched Vail family specific event website,
Facebook page and Twitter account for
“VailKidsAdventureClub.com” and out Vail
family events.
Topline Marketing Efforts
Town&of&Vail&&|&&CSE&|&&8/27/13
•Followed TOV-CSE marketing guidelines, listed in
Vail Summer Marketing ads
•Distribution to all local & regional events
calendars and info venues
•Multiple flyer & digital piece creations and
distribution
•Distribution of digital fliers & info sheets for
inclusion in hotel & lodge promotional programs
•Social media promotion on a 5 day per week
update pre & post event
•PR Rep traveled to target markets identified by
the VLMDAC/CSE that offer direct summer flights
to further elevate the Vail Summer brand
Topline Marketing Efforts
•Created ongoing Flash email flier, press
release & social media push showing
photos from past event and teasing up
coming special presenters (Birds of Prey
Foundation, Nature’s Educator’s, Teddy
Roosevelt, Denver Butterfly Pavillion)
•Strong Hotel Concierge Promotion/
Information program with personal
visits and email blasts
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Topline Marketing Efforts
• How did you find out about us?
Hotel Concierge 22%
Word of Mouth 19%
(Locals, area store & VA employees)
visitvailvalley.com 15%
Just Came By 14%
Newspapers 9%
Other 7%
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Community Contribution
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Impact on Vail’s sense of community:
•The Lionshead FFC creates a great sense of welcome,
hospitality and community in Vail. It made guests feel
welcomed in our town.
•Free fun for kids, happy and relaxing times for the
parents and grandparents. We get a great chance to
talk to the parents and we believe that gives our
guests a great idea of what the people of Vail are like,
what our community is all about.
•They were pleasantly surprised that these activities
for their kids were free and commented on how
wonderful the staff was with their kids.
•Quality, educational special presentations from
professional groups
•Strong relationships & friendships lead to Repeat
guests. They know us.
Sustainability Efforts
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•Many of our “special presenters” were
chosen for their “ECO & Green” themes and
content. (Nature’s Educators & Raptor Ed Foundation)
•We chose “green” arts & crafts supplies
whenever possible. Discarded supplies were
sorted and returned to supply stations for
reuse
•We created games and activities that
featured “green” themes and unitized
recycled materials
•Staff members car pooled into Vail from
home.
•Trash was sorted using TOV receptacles
Additional Information
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• “The children have loved being here again this year for the fun”
• “This is the 2nd weekend we came back, met up with friends
who have kids and everyone was happy!”
• “We love this event, this is our 5th time”
• “Great play for kids without high costs”
• “We schedule our Saturday around it, my daughter won’t miss it”
• “We love this event, this is our 5th year”
• “My kids 7 & 9 had a great time, games were awesome”
• “Very fun for all the kids, great idea!”
Some comments from our surveys:
FY 2013
Budget
Revenues:
TOV-CSE Contribution 20,000
For 9 Events
Lionshead Merchants Sponsorship 3,000
Sponsorships - Other 0
Total Revenues:23,000
Expenses:
Advertising & Marketing
Banners & Signage 455
Rack Cards, Fliers, Posters 325
Newspaper 0
Artwork 537
Radio 0
Electronic Media/Website 750
Beer/Wine/Soda/ice 0
Consutling - Guest Surveys 0
Consulting - Marketing & Promotions, TOV Compliance 1,200
Entertainment
Children's Activities 3,150
Performers/Raptor Education Foundation 5,500
Inflatables 2,700
Kids Discovery Zone (Special Presenters, Green Activities, etc.) 600
Event Fees
Insurance 475
Police 0
Security 0
Sound Permit 50
Special Event License 100
Tent Permit 0
Food Cost 0
Miscellaneous 0
Recruitment 0
Sponsor Activities 0
Sponsor Gifts 0
Staff 0
Event Workers 4,458
Administration 2,700
Tables/Linens Rental 0
Tent Rental 0
Travel & Lodging 0
Total Expenses:23,000
Net Income/(Loss)(0)
Lionshead FFC Budget - 2013
Budget Detail
9 Events
Description