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Home My WebLink About2014 Spring Back to Vail RecapEvent Recap: Spring Back to Vail HIGHLINE June 04, 2014 Spring Back to Vail: April 11-13 and 20, 2014 Peggy Wolfe, Director of Events and Missy Johnson, Account Manager peggy@gohighline.com missy@gohighline.com 2 Town of Vail | CSE | 6/4/14 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Standard of excellence met by: • Vail wrapped up the 2014 winter season in style with one of the biggest Spring Back to Vail events. From awesome live concerts with Spring Back to Vail was a week in Vail not to be missed. Additional event elements included the Sponsor Expo Village, apres and after dark parties and the World Pond Skimming Championships. • Marketing and PR campaigns were very successful – major coverage generated millions of impressions and well over $400,000.00 in value • Media included print, radio, video, social and digital media and more Town of Vail | CSE | 6/4/14 Event Strengths & Weaknesses 4 • Exceeded expectations: • Spring Back to Vail, the annual spring bash celebrating the close of the winter season, returned to Vail for its eleventh year, April 11-13 and 20, 2014. Spring Back celebrated the season in style with a jam-packed schedule of parties, giveaways, on- mountain events and three headliner concerts. • Headliners for Spring Back to Vail included Karl Denson’s Tiny Universe, STS9 and Steel Pulse, alongside of stellar opening acts Dirty Dozen Brass Band, The Polish Ambassador and Bonfire Dub. The event schedule also included the ever-popular World Pond Skimming Championships and Expo Village. Town of Vail | CSE | 6/4/14 Event Strengths & Weaknesses 5 • Exceeded expectations: • Vail remains committed to providing free, first-rate entertainment for locals and destination guests from all over the world. The two-weekend event kept lodging at capacity, restaurants and shops packed and the mountain full of smiling skiers and riders. • NEW THIS YEAR: The Great Race 2.0, presented by Red Bull. • Strong Sponsorship - Other sponsors that were heavily involved in Spring Back to Vail included: Bud Light, Pepsi, Sprint, Town of Vail, Helly Hansen, GoPro, SmartWool, Liberty Skis, SSV, Gatorade and Colorado Mountain Express. Town of Vail | CSE | 6/4/14 Event Strengths & Weaknesses 6 • Exceeded expectations: • Marketing and PR campaigns were very successful – major coverage generated almost 5,550,294+ impressions. Town of Vail | CSE | 6/4/14 Event Strengths & Weaknesses 7 For repeat event, comparison to past years: • Similar to last year, the majority of respondents said they were here to ski or snowboard. • The percentage of people who came for Spring Back 2014 increased by seventeen percentage points from 2013. • The World Pond Skimming Championships 2014 was the largest yet and was a very successful closing day driving traffic to the closing day concert with Steel Pulse. • Highline and Vail will continue to work together to explore the concert venues, band choices and sponsorship activation execution. Town of Vail | CSE | 6/4/14 Event Budget 8 • Total event budget: $535,715 • CSE funds: $35,000 • Profit and loss: Break even. VRI Carries. • Funding utilization: Applied to general event budget not specifically earmarked • In-kind sponsorship: $0 • Cash sponsorship: $451,003 Town of Vail | CSE | 6/4/14 Estimated Results* Attendance Numbers 9 * Based on survey results. • EsDmated aFendance: 54,637 based on event traffic, skier visits, merchant data and lodging data • % of people in Vail specifically for event: TBD, AwaiDng final results from VRI • % of people aFended previous years: Half of guests had aFended Spring Back in previous year, up nine percentage points from last year. Town of Vail | CSE | 6/4/14 Estimated Results* Demographic Profile 10 • AFendees came from (local, regional, out of state, internaDonal): TBD, AwaiDng final results from VRI • Average age and income bracket of aFendees: • The average respondent was 37 years old • The average income for respondents was $183,789 * Based on survey results. Town of Vail | CSE | 6/4/14 Estimated Results* Event Attendee Estimated Spending 11 • Lodging: TBD, AwaiDng final results from VRI, ROI info TBD • % aFendees stayed in Town of Vail: • Average amount spent on lodging/day: • EsDmated room nights booked due to event associaDon: • Lodging call to acDon: • Dining: $86 • Shopping: $44 • Other AcDviDes: $36 * Based on survey results. Town of Vail | CSE | 6/4/14 Estimated Return on Investment (ROI)* 12 • AddiDonal Town of Vail spending event generated: TBD, AwaiDng final survey results from VRI • RaDo of increased revenue to amount of funding received: TBD, AwaiDng final results from VRI • Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax: TBD, AwaiDng final results from VRI * Based on survey results. ** The TOV collects 4% sales tax with the excepDon of short-‐term lodging which collects 5.4% a_er the addiDon of a 1.4% local markeDng district tax. For more informaDon: hFp://www.vailgov.com/ subpage.asp?dept_id=48 Town of Vail | CSE | 6/4/14 Visitor Intent to Return* 13 SaDsfacDon raDngs: • The majority of respondents were saDsfied with the band lineup at Spring Back 2014. • Spring Back had an impact on over half of guests decision to visit Vail. • Nearly two-‐thirds of respondents said they were likely to aFend Spring Back in 2015. * Based on survey results. Town of Vail | CSE | 6/4/14 Topline Marketing Efforts 14 A full adverDsing, markeDng and public relaDons campaign was executed surrounding Spring Back to Vail in the Front Range and Local Media. Placements were made with print, broadcast and digital outlets. FRONT RANGE MEDIA Comcast TV in Denver DMA • 3,642,500 Impressions Open Snow Eblast • 40,000 Impressions Westword Magazine • 3 inserDons • 736,794 Impressions Colorado Daily • 2 inserDons • 138,000 Impressions Rocky Mountain Collegian • 2 inserDons • 60,000 Impressions Town of Vail | CSE | 6/4/14 Topline Marketing Efforts 15 ADVERTISING: LOCAL PRINT Vail Daily • Run Dates: March 21 and 29; April 5, 11, 12, 13, 18 and 20 • 8 ads • Added value: Editorial AND addiDonal ad exposure • 348,000 impressions Vail Weekly • Run Dates: March 28; April 4 and 11 • 3 ads • Added value: Editorial AND addiDonal ad exposure • 135,000 impressions Town of Vail | CSE | 6/4/14 Topline Marketing Efforts 16 MEDIA: LOCAL IN RESORT Local Television • TV8 in Eagle County • 250,000 Impressions Local Radio • 200,000 Impressions Town of Vail | CSE | 6/4/14 Topline Marketing Efforts 17 ADVERTISING: FRONT RANGE COMCAST, DIRECT TV ADS & DISH TV • Run Dates: March 31, 2014 – April 19, 2014 • Comcast – 341 Spots: AEN, AMC, APL, BRVO, CMDY, CNBC, CNN, DISC, ESPN, ESP2, FX, MSNBC, MTV, OXYG, SPK, SYFY, TBSC, TLC, TNT, TOON, TRU & USA – 90 TRP’s • Direct TV ADS – 220 Spots: AEN, AMC, APL, BRVO, CMDY, CNBC, CNN, DISC, ESPN, ESP2, FX, MSNBC, MTV, OXYG, SPK, SYFY, TBSC, TLC, TNT, TOON, TRU & USA – 17.8 TRP’s • Dish TV ADS – 195 Spots: AEN, AMC, APL, BRVO, CMDY, CNBC, CNN, DISC, ESPN, ESP2, FX, MSNBC, MTV, OXYG, SPK, SYFY, TBSC, TLC, TNT, TOON, TRU & USA – 17.2 TRP’s TOTAL: 756 Spots / 3,642,500 Impressions Town of Vail | CSE | 6/4/14 Topline Marketing Efforts 18 ADVERTISING: OPEN SNOW • Drop Date: March 31, 2014 • 283 Clicks • CPC: $3.95 • 40,000 impressions Town of Vail | CSE | 6/4/14 Topline Marketing Efforts 19 ADVERTISING: LOCAL TV AND RADIO TV8 • 17% of In-‐Resort Guests watch Good Morning Vail on TV8 • 56 Spots -‐ Comcast – Good Morning Vail – ROS • 250,000 Impressions RADIO • KKCH, KSKE, KYZR • 66 Spots • 3/31 – 4/18/14 • 100% 6a-‐7p • 200,000 Impressions Town of Vail | CSE | 6/4/14 Topline Marketing Efforts 20 ADVERTISING: DIGITAL • Event informaDon was included in email blasts from numerous organizaDons, including Vail Mountain, Town of Vail, Open Snow, Highline and others. • Local and DesDnaDon Passholder email blasts were sent out that included Spring Back to Vail messaging, including event informaDon and lodging deals. • Spring Back to Vail had an event page at vail.com/springback, which included schedules, sponsor logos and links and more. • Online staDc ads for Vail Snow Daze were placed in-‐state through networks that serve ads through geo-‐targeDng and online behavior. • Social media (ie. Facebook, Instagram, TwiFer) played a large role in spreading the word about the event, as many of the arDsts and sponsors involved in the event are very acDve on a number of social networks. Town of Vail | CSE | 6/4/14 Topline Marketing Efforts 21 DIGITIAL EXAMPLES [Lodging, Dates, Event Specific and More] Town of Vail | CSE | 6/4/14 Topline Marketing Efforts 22 ADVERTISING: DIGITAL • Event informaDon was included in email blasts from numerous organizaDons, including Vail Mountain, Town of Vail, Open Snow, Highline and others. • Local and DesDnaDon Passholder email blasts were sent out that included Spring Back to Vail messaging, including event informaDon and lodging deals. • Spring Back to Vail had an event page at vail.com/springback, which included schedules, sponsor logos and links and more. • Online staDc ads for Vail Snow Daze were placed in-‐state through networks that serve ads through geo-‐targeDng and online behavior. • Social media (ie. Facebook, Instagram, TwiFer) played a large role in spreading the word about the event, as many of the arDsts and sponsors involved in the event are very acDve on a number of social networks. Town of Vail | CSE | 6/4/14 Topline Marketing Efforts 23 PUBLIC RELATIONS A comprehensive public relaDons campaign surrounding Spring Back to Vail was conducted. Three press releases related to Spring Back to Vail were sent out, including announcements for the Spring Back to Vail concert lineup (Feb. 28, 2014), the World Pond Skimming Championships (March 13, 2014), and the Great Race 2.0 (April 8, 2014) to local and regional media contacts. Town of Vail | CSE | 6/4/14 Topline Marketing Efforts 24 PRINT EXAMPLES [Rack Card, Posters] Town of Vail | CSE | 6/4/14 Topline Marketing Efforts 25 PRINT EXAMPLES [CredenTals, Town of Vail Banner, Round-‐About] Town of Vail | CSE | 6/4/14 Community Contribution 26 Impact on Vail’s sense of community: Spring Back to Vail does a great job of impacting the sense of community. Spring Back to Vail brought the festive crowds out to celebrate the mountain, spring weather and all that Vail has to offer. This event drove traffic to the mountains for crowds to enjoy the entertainment and springtime in the mountains. Spring Back to Vail kept the momentum going throughout closing weekend with free concerts and a variety of fun sponsor activations for guests to enjoy both on-mountain and off. Town of Vail | CSE | 6/4/14 Sustainability Efforts Green Measures 27 • 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 • Moved to majority use of linens in lieu of plastic disposable tablecloths Town of Vail | CSE | 6/4/14 Additional Information 28 • Budget Document via email • ROI explanation is not currently available pending a few key survey results • Photo Gallery Link via email Additional documents attached to presentation: -CONFIDENTIAL- Prepared by H I G H L I N E Forecast Spring Back to Vail REVENUES: 420 Sponsorships/SA Funding/Vail Mtn 451,003$ 420.5 CSE Event Funding (less commission)35,000 421 Entry Fees 3,750 421.5 Concert Ticket Sales (Private Reserve)2,500 422 F&B Sales (less sales tax 4.0%)43,200 423 Band Merchandise Sales Cut 262.4 TOTAL REVENUES 535,715$ EXPENSES: 510 Event Operations/Security 40,000$ 517 Entertainment/Bands/Production 244,000 519 Event Promotions -‐ 519.5 Event Advertising/Marketing -‐ 520 Event Merchandise/Sponsor Gifting -‐ 525 Event Supplies 7,500 526 F&B Expenses 19,440 526.5 Charitable Donation (Bev Sales)4,500 527 Equipment Rental 50,000 529 Event Photography -‐ 530 Portable Toilets/Trash/Recycling 7,500 533 Prize Money/Appearance Fees -‐ 535 Public Relations -‐ 538 Venue Rental/Site Fees (Solaris)500 543 Wardrobe/Uniforms -‐ 550 Event Insurance 7500 555 Equipment Repairs 500 617 Bank/Credit Card Charges 75 620 Vehicle Expenses 1,500 626 Pre-press/Design -‐ 627 Licenses and Permits 2,000 628 Printing and Reproduction -‐ 630 Office/Computer Supplies 200 636 Postage/Shipping 1,000 640 Event/Sales Travel 3,000 641 Meals/Entertainment 1,000 642 Lift Tickets -‐ 643 On-Mountain Dining -‐ 644 Event Lodging 7,500 646 Sponsor Ground Transfers -‐ 669 Contract Labor 10,000 670 Event Staff Payroll Expenses 28,000 671 Sponsor Implementation/Fulfillment 15,000 672 Executive Producer & Associate Producer 50,000 672.5 Project Fee 35,000 TOTAL EXPENSES 535,715$