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2014 Bravo Recap
Event Recap: Bravo! Vail 2014 Commission on Special Events October 1, 2014 Photo by Jack Affleck © Zach Mahone Bravo! Vail: June 27 – August 2, 2014 Jeanne Reid White, VP of Development 2 Town of Vail | CSE | 09/15/14 Office: 970.827.5700 jreid@bravovail.org © Zach Mahone Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 09/15/14 Standard of excellence met by: •Bravo! Vail is an experience you can have nowhere else. The only festival in North America to host three of the world’s greatest orchestras: Dallas Symphony Orchestra, The Philadelphia Orchestra and New York Philharmonic. •International recognition. Bravo! Vail hosts internationally renowned soloists and chamber musicians. •Economic growth. Bravo! Vail is committed to growing a vibrant, diverse economy and community, providing our citizens and guests with exceptional services and an abundance of cultural and educational opportunities. •Bravo! Vail is a cultural and community leader. Bravo! Vail enriches the cultural life of Vail and increases its prominence as a summer destination for cultural tourism. •Music transcends boundaries. Bravo! Vail’s Education and Community Engagement Programs create experiences to be shared and enjoyed equally by all. Event Strengths & Weaknesses 4 Town of Vail | CSE | 09/15/14 Exceeded expectations: •Artistic and critical acclaim for diverse programming •Record ticket sales in 2014 •Implemented new digital campaign strategy which achieved high ROI •Expanded direct mail and direct e-marketing efforts •Named top 10 “can’t miss” classical music festivals in the US by NPR in May, 2014 Measures that could be taken for event improvement: •Website redesign for improved user experience and streamlined purchase path •Utilize google analytics to better understand our customer profile, acquisition channels, and user experience on the website •Increase awareness and visibility in the Town of Vail through new signage opportunities •Expand digital campaign strategy For repeat event, comparison to 2013: •Increased ticket revenue $135.7K (10%) •Increased ticketed performance attendance by 1,600 (6%) Event Budget 5 Town of Vail | CSE | 09/15/14 Total event budget: $5,217,500 TOV funds: $177,500 Profit and loss: Bravo! Vail’s 2014 fiscal year ends September 30. A full audit will be available in late December. Bravo! Vail projects a surplus for the 2014 fiscal year. Funding utilization: $85,000 The Philadelphia Orchestra $85,000 New York Philharmonic $7,500 Education In-kind sponsorship: $2,450,000 Cash sponsorship: $2,890,000 Estimated Results* Attendance Numbers 6 Town of Vail | CSE | 09/15/14 * Based on survey results. There were 609 survey respondents in 2014. 2014 Bravo! Vail total attendance: 53,377 •Paid concert attendance: 41,907 •Free concert and education program attendance: 11,470 •For non-ticketed events, staff members counted and recorded attendance % of people in Vail specifically for event: •45% of audience members said Bravo! Vail was a primary reason for their visit to Vail and 87% were aware of Bravo! Vail prior to their visit to Vail % of people attended previous years: •84% of audience members are past Bravo! Vail attendees •The median number of past seasons attended is 5-7 seasons •The largest percent of attendees (34%) attended more than 11 seasons Estimated Results* Demographic Profile 7 Town of Vail | CSE | 09/15/14 Eagle County, 20% Other Colorado , 29% Out of State, 49% Int'l, 3% Primary Residence 4% 5% 9% 24% 39% 20% 18-34 35-44 45-54 55-64 65-74 75+ Age 2% 4% 5% 11% 18% 12% 24% 25% Under 30K 30K up to 50K 50K up to 75K 75K up to 100K 100K up to 150K 150K up to 200K 200K up to 500K 500K or more Income * Based on survey results. There were 609 survey respondents in 2014. Lodging: •% attendees stayed in Town of Vail: 54% •Average amount spent on lodging/day: $252 •Estimated room nights booked due to event association: 8,849 •Lodging call to action: •Listing of lodging partners in 20K ticket brochures mailed to the Bravo! Vail database and other arts organization list trades •Links on Bravo! Vail website to all lodging partners •Increased marketing presence in Dallas market, through the Dallas Symphony Orchestra patron tour campaign, resulting in new destination guests; 49 room nights booked from tour Dining: $3,225,193 Shopping: $1,950,888 Other Activities: $824,267 Estimated Results* Event Attendee Estimated Spending 8 Town of Vail | CSE | 09/15/14 * Based on survey results. There were 609 survey respondents in 2014. Estimated Return on Investment (ROI)* 9 Town of Vail | CSE | 09/15/14 ** 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 Additional Town of Vail spending event generated: •$8,142,873 Ratio of increased revenue to amount of funding received: •Tax Revenue Ratio- 58% return on investment 1:1.58 (For every $1 funded, $1.58 dollars of tax revenue was generated) •Spending Ratio- 4487% return on investment 1:44.87 (For every $1 funded, $44.87 dollars of spending was generated in the Town of Vail) Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** •$281,159 * Based on survey results. There were 609 survey respondents in 2014. Satisfaction ratings of Bravo! Vail remain high, and overall satisfaction improved from 2013 Satisfaction ratings (on a scale from 1 – 9) •Overall satisfaction with Bravo! Vail: 8.3 •Likelihood of returning to Bravo! Vail: 8.5 •Likelihood to recommend Bravo! Vail to others: 8.5 A vast majority (87%) of concert attendees had heard of Bravo! Vail before their visit to Vail and 84% of attendees have attended a prior season Net Promoter Score: 96.4 Visitor Intent to Return* 10 Town of Vail | CSE | 09/15/14 * Based on survey results. There were 609 survey respondents in 2014. Topline Marketing Efforts 11 Town of Vail | CSE | 09/15/14 Focused marketing initiatives: •Second season of subscription campaigns •Patron loyalty program “Surprise & Delight” •Launched first digital campaign with over 300% ROI (retargeting, targeted acquisition, and google ad words) •Started Facebook advertising campaigns; increased followers by 140% Use of data and analytics to inform strategy: •Expanded direct mail campaigns •List trades with regional arts organizations •Increased e-marketing campaigns •Utilized google analytics to understand acquisition channels and user experience on bravovail.org Expanded radio partnerships: •Six CPR broadcasts of Bravo! Vail performances; increased number of interviews and editorial content •Broadcast statewide and streamed worldwide on cpr.org •Advertising on CPR stations throughout state (focused on front range and western slope) •Two -hour special on WFMT to be syndicated world-wide in January 2015 Research: •Conducted extensive summer research (in addition to annual economic impact study) with the goals of gaining insights regarding perceptions of Bravo! Vail, buying behaviors and motivations for attendance, and customer satisfaction issues along various dimensions Media and Sponsorship Growth Potential: •Continue to work on identifying and soliciting new corporate marketing partners Community Contribution 12 Town of Vail | CSE | 09/15/14 Impact on Vail’s sense of community: •Bravo! Vail, one of the nation’s most respected classical music festivals, has been presenting world-class musical experiences in Vail for 27 years. •Bravo! Vail is accessible to everyone through affordably priced lawn seats, free concerts and free educational events. •Bravo! Vail has year-round educational efforts at local elementary schools through the After-School Piano Program. •Bravo! Vail has long standing partnerships with countless local businesses. •More than 75 local residents (primary and second home owners) serve on the Board of Trustees and Advisory Council as ambassadors within the community and around the world. Sustainability Efforts Green Measures 13 Town of Vail | CSE | 09/15/14 •Program Book copies left behind at concerts are gathered, saved, and redistributed at future performances. •Bravo! Vail reduces the use of printed materials by printing only one edition of the program book for the entire season and promoting electronic methods, including website and e-blasts to generate ticket sales. •Electronic distribution of board packets, event invitations, order confirmations, tickets, and the implementation of an electronic auction system reduced paper consumption. •The Bravo! Vail office recycles paper, plastic, aluminum and cardboard. The office uses energy efficient appliances, light bulbs and many recycled fixtures.