HomeMy WebLinkAbout2013- Vail Jazz Festival- RecapEvent Recap: 19th Annual Vail Jazz Festival
Commission on Special Events
December 04, 2013
Photo by Jack Affleck
19th Annual Vail Jazz Festival: June 23 – September 2, 2013
The Vail Jazz Foundation, Robin Litt Executive Director
Office: 970-479-6146
Mobile: 970-390-8986
vjf@vailjazz.org
2 Town of Vail | CSE | 12/4/13
Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Standard of excellence met by:
•Superior level of quality of performances by internationally acclaimed jazz
artists
•Variety of genres of jazz including bebop, Latin, straight ahead, swing, blues,
Dixieland and more
•Intriguing, high quality venues throughout town
•Innovative educational programming with
•Multi-Media Tributes
•Vail Jazz Workshop – the nation’s pre-eminent jazz education program
•Jammin’ Jazz Kids & Jazz Goes to School
Town of Vail | CSE | 12/4/13
Event Strengths & Weaknesses
4 Town of Vail | CSE | 12/4/13
STRENGTHS
•Reputation and awareness of Vail Jazz increased
•Attendance numbers up 20%; ticket sales up
•New programs well received: Jazz After & Jammin’ Jazz Kids
•Partnership with other organizations: Bravo! Vail, Farmers’ Market, VRD,
Gourmet on Gore
•Presence through the full summer season (12 weeks – late June – early Sept)
WEAKNESSES
•Need to expand sponsorship opportunities and relationships
•Growth currently limited by size of organization & capacity
Event Budget
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•Total event budget: $406,215 (festival only)
•CSE funds: (no funds from CSE; $70,600 from Town Council)
•Profit and loss: $0.00
•Funding utilization – TOV funds were used for the production and
marketing of our summer festival which included 40 performances.
•In-kind sponsorship: $228,000
•Cash sponsorship:$40,000
Town of Vail | CSE | 12/4/13
Estimated Results*
Attendance Numbers
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Town of Vail | CSE | 12/4/13
10+ YEARS
12%
6-10 YEARS
16%
3-5 YEARS
29%
2 YEARS
15%
FIRST
TIMERS
28%
LOYALTY - REPEAT ATTENDANCE
Labor Day Guests:
74% of people came to Vail specifically for
Labor Day Weekend Vail Jazz Party
57% have attended Vail Jazz 3+ years
Estimated attendance: 40 performances with 20,000 total attendees
89% rate the event EXCELLENT
Net Promoters Score: 81
189 pre-sales of Patron Passes (133 in
2013)
•44% from Colorado
•Major markets: TX 7.5%; CA 7%; FL 4%;
IL 3.5%; NY 3.5%; KS 3%; 2.4% each from AZ, NE and OH
•2% international
Estimated Results*
Demographic Breakdown
Over
$500K
11%
$200K-
$499K
15%
$100K-
$199K
44%
$50K -
99K
23%
Under
$50K
9%
Income Levels
70% earn over $100,000
Overnight
Part Time
Resident
F/T Eagle Co Day
Type of Attendee
F/T
Vail
* Based on survey results.
Estimated Results*
Event Attendee Estimated Spending
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* Based on survey results.
Town of Vail | CSE | 12/4/13
•Lodging over Labor Day Weekend:
•90% attendees stayed in Town of Vail
•of those, 75% stayed in paid lodging
•78% stayed 3 nights or more (over 50% stayed 4 nights or more)
•Average amount spent on lodging/day: $146
•645 room nights at Marriott and Arrabelle alone
•Average total daily spend by Labor Day Weekend guests - $250/day
including shopping, dining, recreation and other.
Estimated Return on Investment (ROI)*
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•Additional Town of Vail spending event generated:
$3.1 Million
•Ratio of increased revenue to amount of funding received:
44.5:1
$44.50 SPENT FOR EVERY $1 TOV INVESTED
•Sales tax revenue generated by event and accrued to Town of Vail
including sales and lodging tax: estimated $120,000
Town of Vail | CSE | 12/4/13
Likelihood to return: 86%
189 Pre-sales of Patron Passes for 2014
– up 69% over 2013
83% Very likely to recommend Vail Jazz Festival
to family & friends
Extremely likely
Likely
Neutral
Not likely
Likelihood to recommend Vail Jazz
Visitor Intent to Return*
* Based on survey results.
Topline Marketing Efforts
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Town of Vail | CSE | 12/4/13
•Strong radio presence: KUVO in Denver, Breck, Vail – over 500 ads
•Over 120,000 loyal listeners per week
•One of top 5 jazz stations in US
•20,000 event programs
•Direct marketing through The Jazz Cruise to over 20,000 past travellers
•Vail Daily editorial and advertising
•Direct mail, bi-weekly e-newsletters, solid concierge program
•Dedicated ads in Denver Post through VLMDAC
•TV ad-vertorial on Rocky Mountain PBS winter ‘13-’14 and summer ’14
•Celebrated Living Feature November 15th – February 14th (2.5 million
readers/issue)
Community Contribution
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•Jazz @ Vail Square has become the “place to be” on Thursday nights, drawing Vail
residents and down valley residents to Lionshead for concert and dinner.
•Jazz filled Lionshead with 1000 + guests every week on Thursday nights and throughout
Labor Day Weekend, creating energy and generating sales in retail shops and
restaurants. – 12 dates in the summer
•Jazz Tent at Vail Farmers’ Market created a comfortable gathering spot for locals and
visitors to relax and enjoy.
•Vail Jazz Workshop students stay with Vail families for 10 day residency annually
•Jazz Goes to School educates every 4th and 5th grader in Eagle County (including Vail
youth)
•Jammin’ Jazz Kids introduced at Vail Farmers’ Market on three Sundays for free
interactive programming for local and visiting children
•Developed the Vail Jazz Ambassador program with 50+ active volunteers – locals, part
time residents, and front range.
Town of Vail | CSE | 12/4/13
Sustainability Efforts
Green Measures
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Vail Jazz promotes green practices throughout all events
•Work with venues to offer easy and accessible recycling at
Arrabelle & Marriott as well as Kelly Liken, Larkspur and at the
Farmers’ Market
•Our festival t-shirts were printed with environmentally friendly dye
•Office recycling
Town of Vail | CSE | 12/4/13
Plans for 2014
20th Anniversary Vail Jazz Festival
•Increase # of performers
•More than 40 artists over Labor Day Weekend
•Bigger names throughout the summer
•Add 2-3 additional Jazz After concerts at Larkspur to
compliment Bravo! Vail’s lineup
•Expand Jammin’ Jazz Kids – every Sunday in July
•Performance by Big Band made up of Vail Jazz Workshop
Alumni
Thank you!
VAIL JAZZ 2013 ATTENDEE SPENDING
METHODOLOGY PER EVENT
CALCULATION OF ATTENDANCE
TOTAL SUMMER
ATTENDANCE
EVENT # OF SHOWS
ASSUMPTION
DAILY
SPEND
TOTAL
SPENDING
1000/EVENT 9000 Jazz @ Vail Square 9 events 75% spend 150$ 900,000$
225/EVENT 2250 Jazz @ The Market 10 events 50% spend 100$ 112,500$
100/EVENT 1000 Jazz @ Kelly Liken 10 events 100% spend 200$ 200,000$
150/EVENT 450 Jazz After 3 events 100% spend 200$ 90,000$
3000 3000 Bravo 1 event 75% spend 200$ 450,000$
375X4 DAYTIME SHOWS; 500X 3
EVE SHOWS 3000 LDWP 7 events over 4 days 50% spend 250$ 1,250,000$
225 225 staff and artist lodging 109$ 17,113$
75 75
staff and artist shopping,
F&B and activity 5 days 100$ 37,500$
ticket sales 150,000$
19000 SUBTOTAL
95 95 J@VS artist spending 100$ 9,500$
19095
3,216,613$
ROI to TOV 44.56$
ratio 44.5 to 1
REVENUES
Admissions and Production Fees $163,840
Sponsorships/Program Ad Sales $40,000
Contributions $283,600
Program Ad Sales $18,150
Merchandise Sales $15,000
Silent Auction $14,000
Other Fees $10,750
Interest $100
TOTAL REVENUES $545,440
EXPENSES
JAZZ FESTIVAL
Artists & Production Expenses $295,765
Advertising/Marketing/P.R.$45,450
Allocated Administrative Overhead $65,000
SUBTOTAL $406,215
EDUCATIONAL PROGRAMS
Jazz Goes to School $20,950
Vail Jazz Workshop $49,450
Allocated Administrative Overhead $18,500
SUBTOTAL $88,900
ADMINISTRATIVE EXPENSES
Fundraising $4,200
Administration $46,125
SUBTOTAL $50,325
TOTAL EXPENSES $545,440
TOTAL REVENUES MINUS EXPENSES $0
Current Fiscal Year Budget
Year Ending October 31, 2013
APPLICATION FOR TOWN OF VAIL FUNDING
Statement of Sources and Uses
THE VAIL JAZZ FOUNDATION, INC.