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HomeMy WebLinkAbout3.k. 2013 - Octoberfest - RecapEvent Recap: Vail Oktoberfest Town of Vail Commission on Special Events October 2, 2013 Presented by 2013  Event  Marketer  Magazine's  "Top  100  Event  Agency"         Vail Oktoberfest Lionshead: Sept. 6 – 8 in and Vail Village: Sept. 13 – 15, 2013 2012 Presenter: James Deighan, HIGHLINE, Partner Office: 970.476.6797 x 702 Mobile: 970.331.5312 james@gohighline.com 2  Town  of  Vail    |    CSE    |    10/2/13   Vail Brand Compatibility “Premier International Mountain Resort Community” 3  Town  of  Vail    |    CSE    |    10/2/13   Standard of excellence met by: • Vail Oktoberfest creates a space and place for the Vail guest to enjoy all that the mountain has to offer during these primary autumn weeks and bring them into town for a celebration of the season. • Incorporating a variety of lifestyle elements including Fall culinary, music, athletic and community aspects Event Strengths & Weaknesses 4  Town  of  Vail    |    CSE    |    10/2/13   • Exceeded expectations: • Strong sponsorship – Vail Oktoberfest was presented by Vail Hacker- Pschorr, Town of Vail and Vail Dentistry, and sponsored in part by Bighorn Toyota, Arrowhead Water, Sonnenalp Hotel, Jägermeister, Klement’s Sausage Company, Loki, Vail Marriott Mountain Resort, Shawls by Veronika, Vail Daily and KZYR the Zephyr • Estimated attendance/visitors in Vail during the weekends of Vail Oktoberfest was 50,000+. The best attended Vail Oktoberfest ever. • Bavarian food, entertainment, additional picnic tables and overall entertainment was very well received • Festive and well mannered audience • The Oktoberfest Fun Run was well attended and raised much needed funds for the Children’s Garden of Learning Event Strengths & Weaknesses 5  Town  of  Vail    |    CSE    |    10/2/13   • Exceeded expectations: • The entire venue was further enhanced to meet an authentic look and high quality standards including tents supplied by Highline, additional pageantry as well as branding that complemented the venue from the Hacker-Pschorr sponsorship • Each vendor was supplied with a blue or white tent (and blue table cloth) to create consistency and a sharp look and feel throughout the venue • There was a strong vendor presence with Bavarian food varieties from eight to ten food vendors including two new restaurant vendors • Vendor signage was limited to create a more uniform look throughout the venue including standard menu and restaurant valence signs • Bavarian Costume contest, Stein Lifting Competition, a photo component returned again this year created additional entertainment Event Strengths & Weaknesses 6  Town  of  Vail    |    CSE    |    10/2/13   • Measures that could be taken for event improvement: • Highline may consider allowing guests to use credit cards to purchase tokens • Highline was able to increase guest seating this year but if the footprint were to grow, it would be ideal to increase the seating further • Continue to pay close attention to how the garbage and recycling is disposed • Take another look at sponsorship and including brands that aren’t as relevant to the event • Continue to set standards for all vendors and/or sponsors to fit the Vail Brand and venue standards Event Strengths & Weaknesses 7  Town  of  Vail    |    CSE    |    10/2/13   • For repeat event, comparison to past years: • The Lionshead weekend was even bigger than ever. • The aesthetics of the venues improved further this year including the following: • Highline supplied vendors with a blue or white tent, table to ground length tablecloths for the second year • Limit sponsorship that doesn’t complement autumn in the mountains • Further sought out vendors to increase Bavarian options • Provided menu signage and valence signage for all • Limited restaurants from using signage in order to keep a clean, authentic look and feel • The Stein Lifting Competition and Bavarian Costume costume grew even more in popularity this year Event Budget 8  Town  of  Vail    |    CSE    |    10/2/13   • Total event budget: $222,275 • CSE funds: $45,000 • Profit and loss: -$3,447 • Funding utilization: Operations and marketing • In-kind sponsorship: $1,500 (media) • Cash sponsorship: $42,400 Estimated Results* RESULTS NOT YET AVAILABLE Attendance Numbers 9  Town  of  Vail    |    CSE    |    9/16/13   *  Based  on  survey  results.   • Estimated attendance: 55,000+ • Through surveying, observation and interviews, it was apparent that the 2013 Vail Oktoberfest audience was very similar to years past. Oktoberfest captured a wide range of visitors to include young singles (21+) as well as couples and those married with children. • % of people in Vail specifically for event: TBD • % of people attended previous years: TBD Estimated Results* Demographic Profile 10  Town  of  Vail    |    CSE    |    11/7/12   • Attendees came from (local, regional, out of state, international): TBD • Average age and income bracket of attendees: TBD *  Based  on  survey  results.   Estimated Results* Event Attendee Estimated Spending 11  Town  of  Vail    |    CSE    |    10/2/13   • Lodging: • Lodging call to action: • For the fourth year, Highline secured official lodging partner for Vail Oktoberfest. The Sonnenalp Resort of Vail ran an Oktoberfest package for several weeks leading up to and throughout the event. New this year, Vail Marriott Mountain Resort was also a partner. Both were publicized via website inclusion, email-blasts and press releases. In addition to Highline’s efforts, The Sonnenalp Resort of Vail also conducted a marketing campaign including the lodging package in their email newsletter and highlighted on their website. • Sonnenalp was sold out for the weekend of Vail Village Oktoberfest. *  Based  on  survey  results.   Estimated Results* Event Attendee Estimated Spending 12  Town  of  Vail    |    CSE    |    10/2/13   • Dining: TBD • Shopping: TBD • Other Activities: TBD *  Based  on  survey  results.   Estimated Return on Investment (ROI)* 13  Town  of  Vail    |    CSE  |    10/2/13   • Additional Town of Vail spending event generated: TBD • Ratio of increased revenue to amount of funding received: TBD • Additional sales tax revenue generated by event accrued to Town of Vail:*TBD *  Based  on  survey  results.   **  Town  of  Vail  sales  tax  =  4%.  Lodging  tax  =  5%   Visitor Intent to Return* 14  Town  of  Vail    |    CSE    |    10/2/13   Satisfaction ratings: • All TBD *  Based  on  survey  results.   Topline Marketing Efforts 15  Town  of  Vail    |    CSE  |    10/2/13   • Print advertising – multiple ads were placed in the front range, locally in the Vail Daily and Vail Daily weekly, and in the mountain regions including the Summit Daily, Glenwood Post Independent, Aspen Times and Vail Daily Weekly totaling 245,500 • Vail Daily – 7 full page ads, 5 ¼ page ads • Vail Daily Weekly – 4 full page ads • Aspen Times – 1 ¼ page ad • Summit Daily – 2 ¼ ads • Full page ad in the Gourmet on Gore Tasting Program with 2,500 distributed Topline Marketing Efforts 16  Town  of  Vail    |    CSE  |    10/2/13   • Westword Print • (2) ¼-page, 4color glossy ads in Westword - 8/29 & 9/5 • 80K copies distributed each week, includes ad on Westword.com with link to website – final impressions TBD • Westword Digital • Reskin - 9/5 on calendar pages - 1 million unique visitors & 5 million page views per month to Westword.com • (2) SMS Text alerts- 9/3 & 9/11 - Sent to targeted list of 3,000 subscribers (Insiders list) • (2) Promo Newsletter content inclusions - 9/4 & 9/11 - Included logo & 50-75 word description, sent to 20,000 subscribers Topline Marketing Efforts 17  Town  of  Vail    |    CSE  |    10/2/13   Radio advertising - Mountain Range Ad Placements • KZYR - The Zephyr: Two separate ads, with sponsor mentions, aired multiple times over a three-week period leading up to and during the event • Oktoberfest Fun Run ad aired multiple times over the same time period • In conjunction with KZYR, Oktoberfest steins were sold, at a discount, at participating liquor stores throughout the Vail Valley; promotional support came from KZYR with radio shout-outs, call-ins, commercials and liners • Oktoberfest packages were used as promotions through True Local Deals which included an e-blast to KZYR true local deals followers as well as through their text promotion • Hacker-Pschorr was a beer of the month at West Vail Liquor Mart and steins were available for purchase at a discount Topline Marketing Efforts 18  Town  of  Vail    |    CSE  |    10/2/13   • Event information was included in multiple email blasts from numerous organizations, including Town of Vail and Highline • Event information, sponsor logos and hyperlinks were all featured online on the official event page, www.vailoktoberfest.com • Event information included on the event page at www.vail.com Topline Marketing Efforts 19  Town  of  Vail    |    CSE  |    10/2/13   • Several news releases were distributed about the event, reaching out to regional and local print, broadcast and online outlets • Highline worked with a PR firm out of Denver who significantly increased the exposure of Vail Oktoberfest which doubled • The estimated number of impressions from PR campaign was more than 47,000,000+ from more than 25 placements Topline Marketing Efforts 20  Town  of  Vail    |    CSE  |    10/2/13   • Two-minute interview with KWGN, Channel 2, Denver focusing on Vail Oktoberfest and Keg Bowling. The host, Tom Green, tries Keg Bowling while Highline’s Jeff Seme speaks to the event giving Town of Vail great exposure on Thursday, September 5th. Community Contribution 21  Town  of  Vail    |    CSE  |    10/2/13   • Impact on Vail’s sense of community: • Oktoberfest positively impacts Vail’s sense of community. This event offers an authentic Bavarian atmosphere and feel, a variety of high quality Bavarian food options, allowing attendees to truly celebrate and enjoy beer, food, dancing and music – while enjoying fall in the mountains. It is awesome to see the variety of people from the community and visitors alike joined together for the Fall celebration. Sustainability Efforts Green Measures 22  Town  of  Vail    |    CSE  |    10/2/13   • All vendors were specifically asked to use compostable/ recyclable service items • Vendors used only recyclable cups • Event Producer utilized single stream recycling • Staff used Going Green as a selling point for purchasing beer steins • Staff carpooled, from Denver and from down valley • Public was encouraged to recycle • 98% of all cardboard was recycled Sustainability Efforts Green Measures 23  Town  of  Vail    |    CSE  |    10/2/13   • Re-use of signage and banners from year's past. Those signs that were unable to be used were re-purposed. (trash boxes, bags, etc) • Proper disposal of waste beer so not to end up in Town of Vail sewer/river sources • Use of re-usable table covers instead of disposable. Event Management laundered dirty linens throughout the event (instead of replacing them) Additional Information 24  Town  of  Vail    |    CSE  |    10/2/13   • See link to the 2013 photo gallery: • https://www.dropbox.com/sh/feevo03fp8vy9ac/CkMahfCkaX • See event budget in the link: • https://www.dropbox.com/sh/zsxzjkei2avvqss/TzybDZgB5e Additional documents attached to presentation: 2013 Event Income Statement (estimated as of 9/25/2013) Revenues: CSE Contribution $45,000 Sponsorship 42,400 Bev & Steins 138,322 Total Revenues 225,722- Expenses: Event Site: Permits 1,275 1,275 Event Equipment & Rental Expenses: Food & Bev. 27,000 Signage, Kids Activ., Steins, Decorations, Supplies, etc. 20,000 Rental Items (dumpsters, porta potties, etc.) 21,000 Bands, Stages, Sound 35,000 103,000 Manpower & Related Expenses: Staffing 20,000 Town of Vail Police, Security 20,000 40,000 Public Relations/Marketing/Advertising: Public Relations 5,000 Advertising/Marketing 15,000 20,000 Administrative: Proposals/Insurance/Supplies/Phone/Postage Charitable Contribution (CGL Fun Run) 10,000 3,000 Agency Fee/Production Management 40,000 53,000 Sponsor Relations: Lodging/Entertainment/Gifts/Transportation 5,000 5 ,000 Total Expenses: 222,275 Net Income: (loss) $3,447-