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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$