HomeMy WebLinkAbout2014 Vail Bluegrass RecapCommission on Special Events
October 1, 2014
Photo by Jack Affleck
Vail Summer Bluegrass Series: July 2, 16 & August 13, 27
Ariel Rosemberg, Producer/Promoter
Mobile: 404-402-0484
ariel.rosemberg@gmail.com
2 Town of Vail | CSE | 12/15/11
Vail Brand Compatibility
“Premier International Mountain Resort Community”
3 Town of Vail | CSE | 12/15/11
Standard of excellence met by:
•National level talent, including 2
Grammy award-winners and 1
Grammy nominee
•Free (with option to purchase
preferred seat) live
entertainment for local and
tourist markets on an “off night”
during July and August
•Promoting high-quality events
that drive a sense of community
Event Strengths & Weaknesses
4 Town of Vail | CSE | 12/15/11
•Strengths:
•New event, no preconceived notions
•Generated $12,000+ in cash bar revenue
•Unexpected, free Wednesday night activity
for guests
•Free radio publicity (KZYR – the Zephyr
•Part of VLMD’s Summer 2014 branding
•Weaknesses:
•New event, no preconceived notions
•Seating (largest aspect of negative
feedback)
•Inconsistencies in dates
•Minimal revenue stream
Event Budget
5 Town of Vail | CSE | 12/15/11
•Total event budget: $50,000
•CSE funds: $50,000
•Profit and loss: +$1,700
•Funding utilization:
•Talent
•Marketing/advertising
•Infrastructure expenses (Arrabelle, Alpine Rental)
•In-kind sponsorship:
•Complementary hotel rooms (Antlers, Marriott,
Montaneros, Lion Square Lodge)
•Airfare for sweepstakes winner
•Souvenir recyclable cups – Eco-products
•KZYR – The Zephyr ads
•Cash sponsorship:
•$2,000 – Bonfire Brewing
•$500 – Crispin Cider
* Event producer to attach detailed budget for recap
Estimated Results*
Attendance Numbers
6 Town of Vail | CSE | 12/15/11
* Based on survey results.
•Estimated attendance: ~2,500
•Sold 150 tickets
•26 tickets per night
•Exception: 8/13 – 52 tickets with
additional seating
•If non-ticketed, method you used to
estimate attendees: Intercept Insights
weekly survey
•% of people in Vail specifically for event:
approximately 1,700 or 68%
•% of people attended previous years: n/a
Estimated Results*
Demographic Profile
7 Town of Vail | CSE | 12/15/11
•Attendees came from
•Local – 57%
•In state – 64%
•In state day – 4%
•In state overnight – 3%
•Out of state – 36%
•Average age and income bracket of attendees:
•Average age – 40
•Income bracket – 40% hold a household income
of $100k+
•20% (highest percentage rate) are in the
$75k-99.9k bracket
* Based on survey results.
Estimated Results*
Event Attendee Estimated Spending
8 Town of Vail | CSE | 12/15/11
•Lodging:
•Spend - $119,109
•% attendees stayed in Town of Vail: 85% of guests who paid for lodging
•Average amount spent on lodging/day: $282/night
•Estimated room nights booked due to event association: 423 rooms
•Dining:
•Spend - $42,391
•Shopping:
•Spend - $14,319
•Other Activities:
•Spend - $30,696
* Based on survey results.
Estimated Return on Investment (ROI)*
9 Town of Vail | CSE | 12/15/11
•TOV spending generated: $206,515
•Ratio of revenue vs. funding: 4:1
•Sales tax generated: $9,927
•Lodging - $6,431
•Other - $3,496
* Based on survey results.
** 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
Visitor Intent to Return*
10 Town of Vail | CSE | 12/15/11
Satisfaction ratings:
•68% of respondents came to Vail specifically for Vail Bluegrass, with
80% being “very” or “extremely likely” to return
•Net Promoter Score of 61, where 65% of respondents classified as
“promoters”
•Mean satisfaction rating of 4.6 on a scale of 1 to 5, where 1 = not at
all satisfied and 5 = extremely satisfied
* Based on survey results.
Topline Marketing Efforts
11 Town of Vail | CSE | 12/15/11
•Print Media
•VLMD-sponsored Denver Post ads
•Vail Daily features
•Jambands.com advance feature and reviews
•303 Magazine “Top 5 Things to do over July 4 Weekend”
•Radio
•KZYR – The Zephyr interview with Ariel and weekly promo
•Digital
•4,300 unique visitors to vailbluegrass.com from July 2 – August 27
•12,688 page views
•39.12% bounce rate
•Strong Facebook and Twitter presence
•Flyaway Sweepstakes via woobox.com
•322 e-mail addresses in 4 weeks
•Misc.
•VLMD-sponsored I-70 billboard
•Lionshead Village banner (2 weeks)
•Event posters in Vail prior to Memorial Day
•Shared booth at GoPro Games (with Antlers)
Community Contribution
12 Town of Vail | CSE | 12/15/11
•Set a standard for bluegrass as part of Vail’s summer event calendar
•Created a scholarship for the Sera Schools Music Program
•One of a very limited number of free Colorado bluegrass events
Sustainability Efforts
Green Measures
13 Town of Vail | CSE | 12/15/11
•Provided beer and cider product in a recyclable and reusable branded cups
•Promoted the use of in-town bus transportation and ride sharing from Front
Range via social media
•Minimal print media advertising
14 Town of Vail | CSE | 12/15/11
Vail Summer Bluegrass Series - 2014 Budget
Talent
2-Jul The Travelin McCourys w/Bill Nershi $12,000
Chain Station $0
16-Jul Peter Rowan $8,500
Thunder & Rain $500
13-Aug Sarah Jarosz $8,000
27-Aug Drew Emmitt Band $7,500
Trout Steak Revival $500
Infrastructure
Town of Vail Permits $200
Alpine Rentals via Vail Jazz $6,873
Arrabelle Expenses $3,782
Sound Engineers $4,000
Insurance $411
Marketing/Advertising
Vail Jazz book $900
Facebook $60
Google Adwords $150
Banner $422
Artwork/graphics $500
Intercept Insights $2,500
Photography $400
Woobox (contest platform)$15
Sub Total $57,213
Sponsorships
Bonfire Brewing $2,500
Crispin Cider $500
Ticket Sales
Eventbrite $2,900
Total $55,900
Profit -$1,313