HomeMy WebLinkAbout2014 Vail Jazz Festival RecapEvent Recap | 20th Anniversary Vail Jazz Festival
Commission on Special Events
October 1, 2014
Photo by Jack Affleck
20th Anniversary Vail Jazz Festival | June 22 – September 1, 2014
The Vail Jazz Foundation
Office: 970.479.6146
Mobile: 970.471.0021
vjf@vailjazz.org
2 Town of Vail | CSE | 10.1.14
Robin Litt
Executive Director
Owen Hutchinson
Development Manager
Christin Fergus-Jean
Operations/Marketing Manager
Vail Jazz Festival Overview
3 Town of Vail | CSE | 10.1.14
•46 performances plus 10 educational programs
•12 week festival season (June 22 – Sept 1,
2014)
•5 distinct concert series
•Jazz @ The Market | 10 Sundays | local and
regional acts - FREE
•Jazz @ Kelly Liken | 10 Sundays | club series -
FREE
•Jazz @ Vail Square | 9 Thursdays | international
touring artists
•Jazz After | partnership with Bravo! Vail | 3 shows
• Vail Jazz Party | 11 performances | international
touring artists
PLUS 4th of July Parade, Documentary Screening &
20th Anniversary Celebration Dinner featuring Tony
DeSare
Vail Brand Compatibility
“Premier International Mountain Resort Community”
4 Town of Vail | CSE | 10.1.14
•Internationally acclaimed, recognizable jazz artists presented throughout the
entirety of the summer: Poncho Sanchez, Marcia Ball, Curtis Stigers,
John Pizzarelli, Monty Alexander
•Variety of genres and styles presented to attract new attendees and a wide
range of demographics
•Exquisite, engaging indoor and outdoor venues throughout Vail Village and
Lionshead.
•Compelling educational programs that are largely integrated into the
performance environment:
•Jammin’ Jazz Kids (expanded to 9 sessions in 2014)
•Vail Jazz Workshop – the nation’s pre-eminent jazz education program – 10
days; 12 students
•Multi-Media Tributes throughout Vail Jazz Party
•Documentary Screening of Keep On Keepin’ On
Event Strengths & Weaknesses
5 Town of Vail | CSE | 10.1.14
STRENGTHS
•Celebration of 20th Anniversary
elevated reputation and awareness
•Attendance on steady rise
•Marketing graphics enhanced
•Continued growth of festival –
additions in 2014
•Expanded Jammin’ Jazz Kids
•Float in July 4th Parade
•20th Anniversary Celebration
•Documentary screening during
Vail Jazz Party
•Frequently sold out performances
WEAKNESS
•Attracting corporate sponsors
Event Budget
6 Town of Vail | CSE | 10.1.14
Total event budget: $500,814
CSE funds: $70,600 from Town
Council
Profit and loss: $0
Funding utilization: festival
talent for 45 performances
In-kind sponsorship: $44,579
Cash sponsorship: $53,500
plus $108,000 in business and
foundation grants
Estimated Results*
Attendance Numbers
7 Town of Vail | CSE | 10.1.14
* Based on 2014 survey results
Estimated attendance: 20,000+
•25 ticketed performances
•21 FREE performances
92% over Labor Day Weekend came only
because of Vail Jazz
2/3 of attendees throughout the summer have
attended a previous Vail Jazz concert
75% Vail Jazz Party are past attendees
•Over 50% have attended 4 years or
more
•154 deposits for next year’s Vail Jazz
Party
Estimated Results*
Demographic Profile
8 Town of Vail | CSE | 10.1.14
* Based on 2014 survey results
Summer:
42% out of town
29% seasonal resident
15% Vail local
14% down valley / day visitor
Vail Jazz Party:
53% out of town
25% seasonal
13% Vail local
9% down valley / day visitor
under 24
8%
25-34
15%
35-44
12%
45-54
18%
55-64
25%
65+
22%
Age of Attendees by %
Estimated Results*
Demographic Profile
9 Town of Vail | CSE | 10.1.14
* Based on 2014 survey results
Primary Markets |
Colorado: Vail, Denver,
Co Springs, Ft Collins
California
Texas
New York
Florida
Education Level |
11% | some college
37% | college graduate
51% | post graduate degree
88% undergraduate degree or higher
Under $30,000
3% $30,000 - $49,999
6%
$50,000 - $74,999
9%
$75,000 - $99,999
19%
$100,000 -
$149,999
20%
$150,000 -
$199,999
13%
$200,000 -
$249,999
11%
Over $250,000
19%
Earning Level of Attendees
63% earn $100,000 or more
Estimated Results*
Event Attendee Estimated Spending
10 Town of Vail | CSE | 10.1.14
Vail Jazz Party | 85% attendees
stayed in Town of Vail
Estimated room nights |
•90 rooms | artists during summer
•563 Vail Jazz Party at Marriott
(guests & artists)
•Plus FIT guests throughout
summer
Lodging call to action for Labor
Day: Marriott, Lions Square,
Antlers, Vail Spa
Average per day spending for Vail
Jazz Party guests | $250/pp
* Based on survey results.
Estimated Return on Investment (ROI)*
11 Town of Vail | CSE | 10.1.14
•Spending over summer by Vail Jazz
attendees in TOV | $3,832,019
•Ratio of increased revenue to
amount of funding received | 53 to
1
•$53 ROI for each dollar invested,
based on funding of $70,600 in
2014
•Sales tax revenue generated by
event and accrued to Town of Vail
including sales and lodging tax |
$142,284
* Based on survey
results.
Visitor Intent to Return*
12 Town of Vail | CSE | 10.3.14
SUMMER GUESTS |
82% DEFINITELY plan to
return next year
86% DEFINITELY would
recommend the event to family/
friends
VAIL JAZZ PARTY ATTENDEES |
92% DEFINITELY plan to
return next year
97% DEFINITELY would
recommend the event to family/
friends
* Based on survey results.
Topline Marketing Efforts
2014 Campaign
13
1.Spread focus to front range: 5280 and KUVO
2.Attract younger audience: Red Baraat, Tony DeSare and
groups with a younger sound
3.More word of mouth locally: hand bills, flyers, concierge
outreach
4.Exciting, energized looking graphics
14
Town of Vail 15
Topline Marketing Efforts
Online Presence
Page Views 77,192 + 62%
Sessions 28,359 + 44%
Users 18,850 + 39%
New Sessions 65% - 5%
Average Session 2m24sec + 11%
vailjazz.org in the past year...
Carefully curated content pushed out daily on:
2014 Statistics Variance from 2013
Community Contribution
16 Town of Vail | CSE | 10.1.14
Impact on Vail’s sense of
community
-Lionshead Merchants partnership
-Established “place to be” for
Thursday nights – destination for
Vail and down valley residents in
Lionshead for 9 live shows
-Vitality that draws guests in to
tent at Farmers’ Market
-Interactive programming at
Market brings multi-generational
attendance
-Vail Jazz Workshop | 12 students
reside in Vail homes for 10-day
residency
-Vail Jazz Ambassadors | over
700 hours by 60+ local and part
time residents
Sustainability Efforts
Green Measures
17 Town of Vail | CSE | 10.1.14
Vail Jazz partners with
venues to produce
environmentally conscious
events.
Recycling efforts expanded
at Vail Square, Marriott,
Farmers’ Market and
continue at Kelly Liken and
Larkspur.
Office recycling program.
Pursuing Actively Green
2015 designation.
18 Town of Vail | CSE | 10.1.14
Key Partnerships
Bravo! Vail
Joint concert at Ford
Amphitheater June 28th – John
Pizzarelli and Dallas Symphony
Orchestra (attendance: 2800):
Three Jazz After shows co-
presented with Bravo! Vail
Vail Symposium
Jointly presented Keep On
Keepin’ On Friday, Aug. 29th as
part of Vail Jazz Party
(attendance: 100)
Vail Recreation District
5 educational programs:
Jammin’ Jazz Kids on Mondays
and at Camp Vail
19 Town of Vail | CSE | 10.1.14
What they’re saying…
“It gets better each year. You continually impress us
with the talent you are able to bring to Vail.”
– Jazz @ Vail Square attendee
“Can’t think of anything I can suggest you improve –
don’t change a thing… unless you can improve the
weather!” – Vail Jazz Party attendee
“We have no complaints about the performance. It
was amazing and we love the intimate venue.”
– Jazz After attendee
“I loved it. One of the best run and professional jazz
festivals. Kind and thoughtful staff, beautiful setting,
smart and swinging programming, great
accommodations, warm and welcoming audience. You
don’t have this experience at many other jazz events!”
– Vail Jazz Party artist
20 Town of Vail | CSE | 10.1.14
Thank you to the Town of Vail for supporting Vail Jazz!
Questions?
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REVENUES
Admissions and Production Fees $175,000
Sponsorships/Program Ad Sales $48,000
Contributions $421,924
Program Ad Sales $18,200
Merchandise Sales $15,000
Silent Auction $15,000
Other Fees $11,120
Interest $100
TOTAL REVENUES $704,344
EXPENSES
JAZZ FESTIVAL
Artists & Production Expenses $352,364
Advertising/Marketing/P.R.$47,450
Allocated Administrative Overhead $101,000
SUBTOTAL $500,814
EDUCATIONAL PROGRAMS
Jazz Goes to School $24,050
Vail Jazz Workshop $47,450
Summer Program $2,900
Allocated Administrative Overhead $41,000
SUBTOTAL $115,400
ADMINISTRATIVE EXPENSES
Fundraising $22,000
Administration $66,130
SUBTOTAL $88,130
TOTAL EXPENSES $704,344
TOTAL REVENUES MINUS EXPENSES $0
Current Fiscal Year Budget
Year Ending October 31, 2014
Statement of Sources and Uses
THE VAIL JAZZ FOUNDATION, INC.