HomeMy WebLinkAbout2014 Snow Daze Event RecapEvent Recap: Vail Snow Daze
HIGHLINE
March 4, 2015
Vail Snow Daze: December 9 – 15, 2013
HIGHLINE, MISSY JOHNSON, ACCOUNT MANAGER
Office: 970.476.6797 x 712
Mobile: 970.376.1876
missy@gohighline.com
2
Town
of
Vail
|
CSE
|
3/4/15
Total
es)mated
a,endance:
50,000
Dates:
Friday,
Dec.
12
–
Sunday,
Dec.
14
and
Friday,
Dec.
19
–
Sunday,
Dec.
21,
2014
Es)mated
total
media
impressions:
27,693,797
Loca)ons:
Solaris;
Base
of
Gondola
One,
Mountain
Plaza;
and
Vail
Village
Bars
and
Restaurants
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3
Town
of
Vail
|
CSE
|
3/4/15
Standard of excellence met by:
• Attracted incremental Vail Visitors
both in-state as well as a national
audience with A-list headliner acts
and an extremely strong, world class
marketing and PR platform
• 2014 saw continued success driving
traffic to Vail as a destination resort.
The weeklong festival returned Dec.
12-14 & 19-21 and helped to attract
Vail visitors with a packed schedule
of participatory contests, parties,
giveaways, on-mountain action and
live headliner concerts
Event Strengths & Weaknesses
4
Town
of
Vail
|
CSE
|
2/6/13
• Exceeded expectations:
• Performing artists for Snow Daze 2014 at Solaris included The
Wallflowers, Lukas Nelson & P.O.T.R., Rusted Root and 10,000
Maniacs. Additional entertainment included DJ P Rock at
Mountain Plaza.
• New additions this year included a free, sold-out showing of
‘Pretty Faces,’ a film celebrating women who thrive in the snow,
as well as the Town of Vail’s traditional Tree Lighting Ceremony at
Slifer Square by the Covered Bridge.
• Marketing and PR campaigns were very successful – major
coverage generated millions of impressions and $500,000.00 in
value
• Media included television, social and digital media, radio, print
and more
Event Strengths & Weaknesses
5
Town
of
Vail
|
CSE
|
2/6/13
• Exceeded expectations continued:
• Sponsors that were involved in Snow Daze included: Pepsi, Bud
Light, Town of Vail, Helly Hansen, GoPro, Red Bull, Woody Creek
Distillers, Mountain Living, Liberty Skis, Colorado Mountain
Express, Always Mountain Time and KZYR.
• Vail Snow Daze was a strong platform, both through media as well
as through added energy in town. The expo village experienced
additional partners this year including Burton and Salomon and Vail
Sports
• Out of state returnees to Vail Snow Daze increased by more than
10% over last year
Event Strengths & Weaknesses
6
Town
of
Vail
|
CSE
|
2/6/13
• Measures that could be taken for event improvement:
• Vail Snow Daze continues to work with event
partners to create fun, interactive activations, both
on-mountain and off throughout the week that Vail
guests and their families will enjoy
• Guests experienced brand expos and received
product samples in this area from the likes of
Gatorade, Nature Valley, Helly Hansen, Liberty
Skis, Vail Resorts Retail, Mountain Living Magazine
and EpicMix Photo. The Red Bull MXT and Bud
Light Dune Buggy also made an appearance. The
Sponsor Expo Village is a strong way to reach skier
traffic, enhance the guest experience and extend
the promotion of Vail Snow Daze in general.
Event Strengths & Weaknesses
7
Town
of
Vail
|
CSE
|
2/6/13
• For repeat event, comparison to past years:
• Much like last year, the majority of
respondents were from out-of-state
• 30% of those surveyed had attended
Vail Snow Daze in the past
• 50% of those surveyed knew of Vail
Snow Daze prior to their arrival
• Almost all respondents were aware
there was a major event happening
here in Vail and like last year, nearly
three-quarters knew Vail Snow Daze
was the name of the event
Event Budget
8
Town
of
Vail
|
CSE
|
3/4/15
• Total event budget: $385,099
• CSE funds: $45,000
• Profit (loss): $(0)
• Funding utilization: Event production
• In-kind sponsorship: None
• Cash sponsorship: $318,076
Estimated Results*
Attendance Numbers
9
Town
of
Vail
|
CSE
|
3/4/15
*
Based
on
survey
results.
• Estimated attendance: 50,000+
• (via ticket sales, crowd counts (live/photos), concert wrist bands,
lodging occupancy, lift tix)
• % of people in Vail specifically for event: 40%
• % of people attended previous years: 25%
Estimated Results*
Demographic Profile
10
Town
of
Vail
|
CSE
|
3/4/15
• Attendees came from (local,
regional, out of state, international):
• Local: 15%
• Regional: 47%
• Out of state/International: 48%
• Average age and income bracket of
attendees:
• Average Age: 35
• M=68% F=32%;
• Ave HHI = $200,000+
*
Based
on
survey
results.
Estimated Results*
Event Attendee Estimated Spending
11
Town
of
Vail
|
CSE
|
3/4/15
• Lodging:
• % attendees stayed in Town of Vail: 40%
• Average amount spent on lodging/day: $100 per person
• Estimated room nights booked due to event association: 16,000
• Lodging call to action: As included on the homepage of
vail.com/snowdaze with links direct to the corresponding
lodging deals/call to action
*
Based
on
survey
results.
Estimated Results*
Event Attendee Estimated Spending
12
Town
of
Vail
|
CSE
|
3/4/15
• Dining: $50
• Shopping: $50
• Other Activities: Guests of Vail Snow Daze are interested in not only
the concerts and on-snow events but also skiing/snowboarding,
beer festivals, dining, shopping, family activities and competitive
events
*
Based
on
survey
results.
Estimated Return on Investment (ROI)*
13
Town
of
Vail
|
CSE
|
3/4/15
• Additional Town of Vail spending event generated: $8.449,800
• Ratio of increased revenue to amount of funding received:7.5-to-1
• Sales tax revenue generated by the event and accrued to Town of
Vail including sales and lodging tax:** $382,792
*
Based
on
survey
results.
**
The
TOV
collects
4%
sales
tax
with
the
excepPon
of
short-‐term
lodging
which
collects
5.4%
aTer
the
addiPon
of
a
1.4%
local
markePng
district
tax.
For
more
informaPon:
hVp://www.vailgov.com/
subpage.asp?dept_id=48
Visitor Intent to Return*
14
Town
of
Vail
|
CSE
|
3/4/15
Satisfaction ratings:
• 67% of respondents answered that they are likely to attend Vail
Snow Daze next year
*
Based
on
survey
results.
Topline Marketing Efforts
15
Town
of
Vail
|
CSE
|
3/4/15
A full advertising, marketing and public relations campaign was executed
surrounding Vail Snow Daze in the local, regional and national media.
Placements were made with print, broadcast and digital outlets.
• Media impressions totaled more than: 5,512,210
• Print impressions: 1,003,620
• Outdoor impressions: 807,240
• Television impressions: 2,301,350
• Internet impressions: 1,400,000
• Email Blasts: 378,000
• Editorial: 16,291,377
• Estimated media value of the marketing campaign totaled more than $82,683
Topline Marketing Efforts
16
Town
of
Vail
|
CSE
|
3/4/15
Traditional: Front Range Print
• Colorado Daily
• Run Dates: December 5, 12 and 19
• 3 ads
• 207,000 Adult 18+ Impressions
• Westword
• Run Dates: December 4 and 11
• 2 ads
• 405,120 Adult 18+ Impressions
• Westword.com added-value:
• 20,656 impressions, 49 clicks, 0.24% CTR
Topline Marketing Efforts
17
Town
of
Vail
|
CSE
|
3/4/15
Traditional: Local Print
• Vail Daily
• Run Dates: November 28, December
5, 12, 13, 19, 20
• 6 ads
• Circulation: 14,500
• Vail Daily Weekly
• Run Dates: November 28 and
December 11 and 13
• 3 ads
• Circulation: 14,500
• Total Adult Impressions: 391,500
Topline Marketing Efforts
18
Town
of
Vail
|
CSE
|
3/4/15
Advertising: Broadcast
Television Placements
Front Range Colorado ads were placed through Broadcast TV Denver Stations
Run Dates: Weeks of December 1 and 8
:10 and :07 second spots aired during news programming
Networks: NBC and KTVD
:30 spots aired on TV8 in Eagle County and the Front Range
The television campaign generated 2,301,350 impressions amongst Adult
Viewers 18+
Radio Placements
: 30 spots on KZYR and The LIFT
: 30 spots, December 1-21
Topline Marketing Efforts
19
Town
of
Vail
|
CSE
|
3/4/15
Idaho Springs Billboard
• Run Dates: November 17 – December 15
• East Facing Board with excellent visibility as drivers are
heading up to the mountain
• 807,240 Adult Impressions
Topline Marketing Efforts
20
Town
of
Vail
|
CSE
|
3/4/15
Digital
• Event information was included in email content from numerous organizations,
including Vail Mountain, Town of Vail, Open Snow, Highline and others.
• Vail Mountain email blasts that included Snow Daze event messaging:
• November 12: 179k recipients; 45,668 unique opens; 4,524 clicks to view event
details
• December 5: 199k recipients, 54,301 unique opens; 3,475 clicks to view event
details
• Vail Snow Daze has an event page at vail.com/snowdaze, which included
schedules, sponsor logos and links and more.
• Snow Daze page views totaled 48,882, while Snow Daze blog page views came in
at 1,528.
• Online static ads for Vail Snow Daze were placed in-state and out-of-state through
ad networks that serve ads through geo-targeting and online behavior, which
generated an estimated 1,145,613 impressions from November 1 through
December 14.
Topline Marketing Efforts
21
Town
of
Vail
|
CSE
|
3/4/15
Digital
Topline Marketing Efforts
22
Town
of
Vail
|
CSE
|
3/4/15
Social Media
Social media played a large role in spreading the word about the event, as many of the
artists and sponsors involved in the event are very active on a number of social
networks.
Display Ads
Impressions: 1.4mm
Clicks: 1,350
CTR: 0.10%
Direct Revenue: $114k
Conversions: 226
Topline Marketing Efforts
23
Town
of
Vail
|
CSE
|
3/4/15
Social Media: Facebook
Total FB posts: 13
Total FB Reach: 137,566
Total FB Likes/Comments/Shares: 5,477
Highlight: November 3, Snow Daze lineup
announcement
Reach: 27,952; Likes/Comments/Shares: 906
Highlight: December 12, Snow Daze groomer pic
Reach: 19,904; Likes/Comments/Shares: 1,575
Topline Marketing Efforts
24
Town
of
Vail
|
CSE
|
3/4/15
Total posts: 19
Total impressions: 131,343
Total engagements: 5,040
Highlight: December 13, Weekend 1 concert feat. Bud Light
Impressions: 6,299; Engagements: 376
Highlight: December 13, Snow Daze GoPro concert shot
Impressions: 14,848; Engagements: 574
Highlight: December 20, Snow Daze conditions pic
Impressions: 9,878; Engagements: 855
Highlight: December 20, Pepsi Photo Booth
Impressions: 6,525; Engagements: 158
Highlight: December 21, Weekend 2 concert photo recap
Impressions: 7,009; Engagements: 252
Topline Marketing Efforts
25
Town
of
Vail
|
CSE
|
3/4/15
Public Relations
A public relations campaign surrounding Vail Snow Daze was conducted, reaching out
to local, regional and national media outlets to enhance coverage of the event in the
news media.
One press release went out on Nov. 3 to announce the complete lineup for Vail Snow
Daze.
Snow Daze mentions were also included in several press releases including
announcements around early season, snow and terrain messaging.
• Early Season release on Nov. 11
• Snow/Terrain announcement on Nov. 24
• Back Bowls opening announcement on Nov.26
• China Bowl opening announcement on Nov. 29
• Blue Sky Basin opening announcement on Dec. 4
Topline Marketing Efforts
26
Town
of
Vail
|
CSE
|
3/4/15
Major Hits – The public relations campaign resulted in a number of major placements
for the event, including a major Associated Press hit that went to hundreds of outlets
including:
• Travel + Leisure: 12,288,741 Unique Monthly Visitors (UMV)
• Freeskier: 691,854 UMV
• KDVR/Fox 31: 1,190,473 UMV
• Westword: 307,514 UMV
• Vail Daily: 283,528 UMV / Circulation 14,500
• Snowboard Colorado Magazine: 51,840 UMV
• Powder: 1,370,911 UMV
• SnoCountry: 76,516 UMV
• Elmore Magazine: 30,000 UMV
• Real Vail
• Grateful Web
Sustainability Efforts
Green Measures
27
Town
of
Vail
|
CSE
|
2/6/13
• Worked with town environmental officials to develop green
practices and worked with Vail Honey Wagon to recycle all
event cardboard, plastic and aluminum
• Had event staff dedicated to collecting and sorting trash and
recycling
• Served beverages in recyclable or compostable cups
• No vehicles were left idle while loading in and out
• Focus on using linens in lieu of plastic disposable tablecloths
Additional Information
28
Town
of
Vail
|
CSE
|
2/6/13
A variety of print and display items to follow:
Vail Snow Daze Poster and Rack Card
Additional Information
29
Town
of
Vail
|
CSE
|
2/6/13
A variety of print and display items to follow:
Logo inclusion - Credentials
Additional Information
30
Town
of
Vail
|
CSE
|
2/6/13
A variety of print and display items to follow:
Town of Vail Banner
Additional Information
31
Town
of
Vail
|
CSE
|
3/4/15
• 2014 Vail Snow Daze Event Budget Attached
• 2014 Vail Snow Daze ROI Attached
• 2014 Vail Snow Daze photo gallery provided via email
VAIL SNOW DAZE
Estimated Incremental Room Nights and Revenue generated by Vail Snow
Daze. The numbers below are estimates for the 2014 event.
Incremental Room Nights
Estimated attendance: 50,000
Those who came just for the event: 40%
Those staying in Town of Vail lodging: 40%
Average nights stay in Vail: 4
Total Incremental Room Nights: 16,000 dbl occupancy
Incremental Spending
Estimated attendance per day: 8,333
Average amount spent: $100
Event Days: 6
Subtotal incremental Spending: $4,999,800
Average lodging price per person per night: $100
Incremental room nights: 16,000 dbl occupancy
Subtotal spent on lodging: $3,200,000
Number of days in Vail not for event: 1.0
Number of people staying additional days: 2,500
Average amount spent per day: $100
Subtotal spent on non-event days: $250,000
Total Estimated Spending: $8,449,800
2014 Town of Vail Return on Investment
Town of Vail Investment $45,000
Total Value of Media, Public Relations and Event Related Impressions
for a top-tier Presenting Sponsor (such as the Town of Vail)
(measured by Event Industry-accepted means). This number is based
on the projected PR and marketing for this event and estimates from
this event last year and other similar events. $500,000
Return on Investment through Media, PR and
Event Related Impressions alone: 10-to-1
Est. Incremental Room Nights Generated (double occupancy) 16,000
Incremental Spending Generated $8,449,800
Tax Receipts (Sales - 4%, Lodging – 5.4%)* $382,792
*does not reflect Lift Ticket tax revenues or parking receipts
Return on Investment through Incremental Spending
in the Town of Vail: 7.5-to-1
-CONFIDENTIAL-
Prepared by H I G H L I N E
2014 Vail Snow Daze Event Budget - Final
(actual as of 2/24/2015)
Actual
Vail Snow Daze
REVENUES:
420 Sponsorships/SA Funding/Vail Mtn.318,076$
420.5 CSE Event Funding (less commission)38,250
421 Entry Fees -
421.5 Concert Ticket Sales (Private Reserve)-
422 F&B Sales (net sales tax 4.0%)22,390
423 Band Merchandise Sales Cut -
423.5 ATM Commission 586
424 2013 Icon Events Refund 5,797
TOTAL REVENUES 385,099$
EXPENSES:
510 Event Operations/Security 27,195$
517 Entertainment/Bands/Production 135,598
519 Event Promotions 266
519.5 Event Advertising/Marketing -
520 Event Merchandise/Sponsor Gifting -
525 Event Supplies 6,531
526 F&B Expenses 13,335
526.5 Charitable Donation (Bev Sales)4,000
527 Equipment Rental 37,939
529 Event Photography -
530 Portable Toilets/Trash/Recycling 3,919
533 Prize Money/Appearance Fees -
535 Public Relations -
538 Venue Rental/Site Fees (Solaris)3,600
543 Wardrobe/Uniforms -
550 Event Insurance 7,500
555 Equipment Repairs 57
617 Bank/Credit Card Charges -
620 Vehicle Expenses 1,500
626 Pre-press/Design -
627 Licenses and Permits 1,300
628 Printing and Reproduction 1,440
630 Office/Computer Supplies 200
636 Postage/Shipping 166
640 Event Travel 452
641 Meals/Entertainment 2,754
642 Lift Tickets -
643 On-Mountain Dining -
644 Event Lodging 10,520
646 Sponsor Ground Transfers -
669 Contract Labor 7,111
670 Event Payroll Expenses 19,714
671 Sponsor Implementation/Fulfillment 15,000
672 Event Management (EP/AP)50,000
672.5 Project Fee 35,000
TOTAL EXPENSES 385,099$
Net Profit (Loss)0$