HomeMy WebLinkAbout3.g. 2013 - Survivior Vail and Fam Fun Challenge - RecapEvent Recap: Vail-CBS4 Survivor Casting Call &
The Vail Family Adventure Challenge
Commission on Special Events
September 15, 2013
Photo by Jack Affleck
Vail-CBS4 Survivor Casting Call &
The Vail Family Adventure Challenge
J. Brian Hall
Event Producer
Blue Creek Productions, Inc.
Office: 970.926.5855
Mobile: 970.376.2594
brian@bluecreek.com
2Town&of&Vail&&|&&CSE&&|&&9/15/13
Vail Brand Compatibility
“Premier&Interna<onal&Mountain&Resort&Community”
3Town&of&Vail&&|&&CSE&&|&&9/15/13
Standard of excellence met by:
•All press releases included information about other Vail Summer
activities, and included the official boilerplate
• Utilized social media and email blasts to promote the entire day’s
activities, including multiple paid boosts
•High quality interactive and engaging activities & educational
presentations - Kids’ Challenge Course, Vail Fire Department Exhibit,
Birds of Prey and ongoing special contests all day long.
•Superior guest service, customer interaction and hospitality with our
uniformed family host staff.
•Well organized and hospitable Survivor Audition Process leaving a
great impression with guests and CBS4.
•
Event Strengths & Weaknesses
4Town&of&Vail&&|&&CSE&&|&&9/15/13
•Exceeded expectations: From the Survivor side we were very
prepared and organized for the crowd. CBS4 and several of the
returning auditions said it was the most organized and hospitable
casting event ever. VFAC guests loved the variety of activities for kids
and parents. The presentation was great, great colors - eye catching
setting, great graphics and great staffing.
•Measures that could be taken for event improvement:
Survivor - N.A. VFAC could be made bigger, with more promotion
and take place over 2 days. It was a home run - it looked good and
played good.
•For repeat event, comparison to past years: Casting Call - NA.
For the VFAC - I have done smaller, but similar events in Lionshead
for years. It was great to take this up a few notches and have it work
so well with our family guests.
Event Budget
5Town&of&Vail&&|&&CSE&&|&&9/15/13
•Total event budget: $22,400.00
•CSE funds: $22,400.00
•Complete final budget and
expenses attached
Estimated Results*
6Town&of&Vail&&|&&CSE&&|&&9/15/13
Vail-CBS4 Survivor Casting Call
•300 re-registered, 450 auditioned
•most brought family & friends adding to a
spectator crowd of 500 to 600
•18 people slept outside over night for
casting call
Vail Family Adventure Challenge
•Approximately 800 throughout the day
•Total 2 events total attendance: 1,850
% of people in Vail for event: 65%
Estimated Results*
7Town&of&Vail&&|&&CSE&&|&&9/15/13
•Survivor Attendees came from local area, front range,
and more than ten that flew in from all over the country
(Chicago, Florida and Texas primarily) just for the event
based on our conversations. They were mostly a younger
crowd. One man drove from Maine.
*70% Front Range/Other CO., 18% Local, 12% Out of State
•VFAC Attendees:
65% Vacationing, 27% 2nd Homeowners, 8% locals
• Average age of adults: 45
• Age range of kids: infant to 19 years old
• Average age of kids: 8 years old
• Average # of kids per family: 2.5
*based&on&surveys.
Estimated Results*
8Town&of&Vail&&|&&CSE&&|&&9/15/13
•Lodging:
•%&aPendees&stayed&in&Town&of&Vail:&&&76%
•Lodging&call&to&ac<on:&visitvailvalley.com
•Sonnenalp&served&as&“Official”&Cas<ng&Call&
Hotel
•Other&Ac<vi<es:&We&are&able&to&promote/talk&
with&our&guests®arding&other&Vail&events&and&
ac<vi<es.&We&pointed&to&the&Vail&Farmer’s&
Market&for&a&Sunday&ac<vity,&and&directed&people&
where&to&eat&and&what&else&their&family&could&do&
while&in&Vail.&
Estimated Return on Investment (ROI)*
9Town&of&Vail&&|&&CSE&|&&9/15/13
As&men<ond&by&those&who&created&this&opportunity,&
Vail&received&Valuable&promo<onal&value&from&their&
partner&ship&with&CBS4&Denver&for&the&event.
•&Live&News&stories&leading&up&to&event
•&Live/reported&stories&with&news&crew&at&Cas<ng&call&
and&VFAC&day&of&event
•&CBS4&crew&interviewed&Blue&Creek&staff&as&they&set&
up&day&of&for&early&day&teaser
•&Website&event&link&on&CBS4&front&page,&Full&event&
web&page,&event&pop&ups&on&website
•&Audi<ons&shot&with&open&Vail/Gore&Creek&
background&which&will&hopefully&appear&up&in&show.
Estimated Return on Investment (ROI)*
10Town&of&Vail&&|&&CSE&|&&9/15/13
Satisfaction ratings:
•Visitors surveyed appreciated that the
Family Fun Challenge had so many different
activities, that all ages felt included.
•Eye catching colors, shapes and performers
brought many visitors unaware of the event
into participation, and clearly stated, “If this
is what Vail is like in the Summer, we’re
coming back!” (Brock family from Dallas,
Texas).
•Many who played with us at the Challenge,
left to travel around Vail (eat/shop/look
around), then came back to play again.
Visitor Intent to Return*
11Town&of&Vail&&|&&CSE&&|&&9/15/13
Sa<sfac<on&ra<ngs:
•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?&&&&&&&&&
14%&Yes&&&&86%&No
*"This"is"from"families"at"the"Challenge.
*&Based&on&survey&results.
Topline Marketing Efforts
12Town&of&Vail&&|&&CSE&|&&9/15/13
•CBS4 Denver Partnership for promotion
•VLMDAC promoted event Regionally/nationally
•Delivered press releases to Front Range and
regional media outlets
•Main placements secured in
ForbesTravelGuide.com, About.com Adventure
Travel Blog
•CBS4 partners gave us 30 second ads, website
banners and pop-ups
•Promoted event on new website -
vailkidsadventureclub.com, facebook page and
twitter account
Topline Marketing Efforts
•We received earned media coverage on CBS4 Denver,
two local radio stations, placement in all local
calendars.
•KZYR - radio spots, live mentions
•Ads purchased in Vail Daily
•Made TV8 Live appearances
•Press releases went “viral” developing an awareness
that we have a far reach and very influential locals
who are front-line advocates
•VFA Challenge logo stickers given out for completely
challenge. Stickers were a huge hit, as they looked
like a “Badge of Honor”
Town&of&Vail&&|&&CSE&|&&9/15/13
Topline Marketing Efforts
•Impressions on CBS4 - 30 second spots,
website page, listing on website 1st
page.
Town&of&Vail&&|&&CSE&|&&9/15/13
Topline Marketing Efforts
•Created event logo, posters, fliers and website.
Town&of&Vail&&|&&CSE&|&&9/15/13
Topline Marketing Efforts
•Vail Daily coverage and ad.
Town&of&Vail&&|&&CSE&|&&9/15/13
Community Contribution
17Town&of&Vail&&|&&CSE&|&&9/15/13
•Impact on Vail’s sense of community:
•The Vail Family Adventure Challenge created a great sense of
welcome, hospitality and community in Vail. Guests didn’t just watch,
they joined in the fun. Guests and locals played together
•Free fun for kids, happy and relaxing times for the parents. We get a
great chance to talk to the parents as the kids are having fun, 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 Birds of Prey and TOV
Fire Department highlighted Vail’s focus on fun and education
Sustainability Efforts
18Town&of&Vail&&|&&CSE&|&&9/15/13
•We brought in “Nature’s Educators” with
their Birds of Prey exhibit
•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
19Town&of&Vail&&|&&CSE&|&&9/15/13
• “My 7 year old son loved this event. He
did the obstacle course twice and the
pogo sticks. Out toddler loved the arts &
crafts”
• “It was a laid back event. lots of helpful
staff”
• “Great kids attraction”
• “Great activities, awesome obstacle
course!”
Some comments from our surveys:
FY 2013
Budget
Revenues:
TOV-CSE Contribution #1 - VFAC Management 15,900
TOV-CSE Contribution #2 Survivor Management 4,800
TOV-CSE Contribution #3 - Marketing & Promotion 1,700
Total Revenues:22,400
Expenses:
Advertising, PR, Marketing
Banners & Signage 900
Posters, Fliers, Art 825
Newspaper 500
Misc. Publications 0
Radio (KZYR)550
Electronic Media/Website 450
Beer/Wine/Soda/ice 0
Consulting - Guest Surveys 125
Consulting - Marketing & Promotions 500
Entertainment
Children's Challenges & Activities 4,735
Performers/Raptor Education Foundation 1,200
Inflatables 0
Kids Discovery/Arts & Crafts Zone 850
Event Fees
Insurance 286
Police 0
Security 330
Sound Permit 50
Special Event License 100
Rental of Space 900
Porta Toilets 550
Production 0
Sound System (announce & music playback)500
Décor 715
Sponsor Activities 0
Sponsor Gifts 0
Staff 0
Event Workers (set-up, operation & strike)5,828
Event Proproduction Labor 2,352
Administration 950
Tables/Linens Rental 0
Tent Rental 0
Travel & Lodging 0
Total Expenses:23,196
Net Income/(Loss)(796)
Presented by Blue Creek Productions Inc. 9/15/13
Description
Vail - CBS4 Survivor Casting Call
Vail Family Adventure Challenge
Budget Detail