HomeMy WebLinkAbout2014 Vail Oktoberfest RecapEvent Recap: Vail Oktoberfest
Town of Vail Commission on Special Events
November 5, 2014
Presented by
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Vail Oktoberfest
Lionshead: Sept. 5 - 7 and Vail Village: Sept. 12 - 14, 2014
2012 Presenter: Missy Johnson, HIGHLINE, Account Manager
Office: 970.476.6797 x 712
Mobile: 970.376.1876
mjohnson@gohighline.com
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Standard of excellence met by:
• Vail Oktoberfest creates a space and place for the Vail guest to enjoy
all that the mountain has to offer during these primary autumn weeks
and bring them into town for a celebration of the season.
• Incorporating a variety of lifestyle elements including Fall culinary,
music, athletic and community aspects.
Event Strengths & Weaknesses
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• Exceeded expectations:
• Strong sponsorship – Vail Oktoberfest was presented by Hacker-
Pschorr and Town of Vail and is sponsored in part by Sonnenalp Hotel,
Klement’s Sausage Company, ResortApp, Vail Dentistry, Jâgermeister,
Iconix Clothing, Rocky Mountain Outback Hats, Vail Daily and KZYR
the Zephyr
• Estimated attendance/visitors in Vail during the weekends of Vail
Oktoberfest was 50,000+
• Bavarian food, entertainment, additional seating and overall
entertainment was very well received
• Festive and well mannered audience
• Guests had the opportunity to purchase tokens with credit cards this
year
Event Strengths & Weaknesses
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• Exceeded expectations:
• Highline continues to look for ways execute with a very clean venue, meeting an
authentic look and high quality production standards including tents supplied by
Highline, pageantry as well as branding that complemented the venue from
Hacker-Pschorr
• Each vendor was supplied with a blue or white tent (and blue table cloth) to
create consistency and a sharp look and feel throughout the venue.
• Restaurants were deterred from using banners to further maintain a clean venue
• There was a strong vendor presence with Bavarian food varieties from eight to
ten food vendors
• Bavarian Costume contest, Keg Bowling, Stein Lifting Competition, Brat Eating
Contest and a photo component returned again this year offering a variety of
entertainment
Event Strengths & Weaknesses
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• Measures that could be taken for event improvement:
• Highline maintained the guest seating this year but if the footprint
were to grow, it would be ideal to increase the seating further
• Continue to pay close attention to how the garbage and recycling is
handled
• Aim to include partners that are not only relevant to Vail in Autumn
but consider all potential conflicts for retail sales partners that join
the event
Event Strengths & Weaknesses
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• For repeat event, comparison to past years:
• The aesthetics of the venues maintained an authentic, clean look and feel,
further this year including the following:
• Highline supplied vendors with a blue or white tent, table to ground length tablecloths for
the second year
• Limit sponsorship that doesn’t complement autumn in Vail
• Further sought out vendors to increase Bavarian options
• Provided menu signage and valence signage for all
• Limited restaurants from using signage in order to keep a clean, authentic look and feel
• The Stein Lifting Competition, Keg Bowling Competition and Bavarian
Costume contest grew even more in popularity this year showing the
contests are a great addition
Event Budget
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• Total event budget: $223,605
• CSE funds: $42,500
• Profit and loss: -$2,853
• Funding utilization: Operations and marketing
• In-kind sponsorship: $1,500 (media)
• Cash sponsorship: $47,233
Estimated Results*
Attendance Numbers
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*
Based
on
survey
results.
• Estimated attendance: 50,000
• Through surveying, observation and interviews, it was apparent
that the 2014 Vail Oktoberfest audience was very similar to years
past. Oktoberfest captured a wide range of visitors to include
young singles (21+) as well as couples and those married with
children.
• % of people in Vail specifically for event: 70%
• % of people attended previous years: 46%
Estimated Results*
Demographic Profile
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• Attendees came from (local, regional, out of state, international):
• Local 34%
• Regional 40%
• Out of State/International 26%
• Average age and income bracket of attendees:
• Age: 42
• HHI: $150,000-$199,000
*
Based
on
survey
results.
Estimated Results*
Event Attendee Estimated Spending
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• Lodging:
• Lodging call to action:
• For the fifth year, Highline secured official lodging partner for Vail
Oktoberfest. The Sonnenalp Resort of Vail ran an Oktoberfest package for
several weeks leading up to and throughout the event. The package was
publicized via website inclusion, email-blasts and press releases.
• In addition to Highline’s efforts, The Sonnenalp Resort of Vail also
conducted a marketing campaign including the lodging package in their
email newsletter and highlighted on their website.
• Sonnenalp was sold out for the weekend of Vail Village Oktoberfest once
again.
*
Based
on
survey
results.
Estimated Results*
Event Attendee Estimated Spending
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• Dining: $51.50
• Shopping: $46.50
• Other Activities: Guests also spend time in Vail
• Hiking 31%
• Biking 18%
• Spa 9%
*
Based
on
survey
results.
Average
spend
per
person
per
day
of
6
event
days.
Estimated Return on Investment (ROI)*
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• Additional Town of Vail spending event generated: $5,227,075
• Ratio of increased revenue to amount of funding received: 4-to-1
• Additional sales tax revenue generated by event accrued
to Town of Vail:* $228,068
*
Based
on
survey
results.
**
Town
of
Vail
sales
tax
=
4%.
Lodging
tax
=
5%
Visitor Intent to Return*
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Satisfaction ratings:
• Of the attendees surveyed, 98% would recommend Vail
Oktoberfest to a friend
• 100% would recommend Vail to a friend
• Survey respondents were 95.5% satisfied with Vail Oktoberfest
*
Based
on
survey
results.
Topline Marketing Efforts
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• Print advertising – multiple ads were placed in the
front range, locally in the Vail Daily and Vail Daily
weekly totaling 209,500
• Vail Daily – 15,500 circulation, multiple full
color insertions including 4 full page ads, 2
half page ads, 5 quarter page ads and a
variety of editorial highlights
• Vail Daily Weekly – 13,000 circulation, 3 full page, full
color ads
• Gourmet on Gore Tasting Program - 2,500+
distributed featuring a Vail Oktoberfest full page ad
since Oktoberfest would take place the following
week. This was distributed throughout the heavily
attended Labor Day weekend event
Topline Marketing Efforts
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Radio advertising - Mountain Range Ad Placements
• KZYR - The Zephyr: Two separate ads, with sponsor mentions, aired
multiple times over a three-week period leading up to and during the
event
• Oktoberfest Fun Run ad aired multiple times over the same time period
• In conjunction with KZYR, Oktoberfest steins were sold, at a discount,
at participating liquor stores throughout the Vail Valley; promotional
support came from KZYR with radio shout-outs, call-ins, commercials
and liners
• Oktoberfest packages were used as promotions through True Local
Deals which included an e-blast to KZYR true local deals followers as
well as through their text promotion
• Hacker-Pschorr was a beer of the month at West Vail Liquor Mart and
steins were available for purchase at a discount
Topline Marketing Efforts
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• Event information was included in multiple email blasts from
numerous organizations, including Town of Vail and Highline
• Event information, sponsor logos and hyperlinks were all
featured online on the official event page,
www.vailoktoberfest.com
• Event information included on the event page at www.vail.com
Topline Marketing Efforts
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• Several news releases were
distributed about the event, reaching
out to regional and local print,
broadcast and online outlets
• The estimated number of impressions
from PR campaign was more than
750,0000+ from more than 20
placements
Community Contribution
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• Impact on Vail’s sense of community:
• Oktoberfest positively impacts Vail’s sense of community. This
event offers an authentic Bavarian atmosphere and feel, a
variety of high quality Bavarian food options, allowing
attendees to truly celebrate and enjoy beer, food, dancing and
music – while enjoying fall in the Vail. It is awesome to see the
variety of people from the community and visitors alike joined
together for this annual Fall celebration.
Sustainability Efforts
Green Measures
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• All vendors were specifically asked to use compostable/
recyclable service items
• Vendors used only recyclable cups
• Event Producer utilized single stream recycling
• Staff used Going Green as a selling point for purchasing beer
steins
• Staff carpooled, from Denver and from down valley
• Public was encouraged to recycle
• 98% of all cardboard was recycled
Sustainability Efforts
Green Measures
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• No idling vehicles
• Re-use of signage and banners from year's past. Those signs
that were unable to be used were re-purposed. (trash boxes,
bags, etc.)
• Proper disposal of waste beer so not to end up in Town of Vail
sewer/river sources
• Use of re-usable table covers instead of disposable. Event
Management laundered dirty linens throughout the event (instead
of replacing them)
Additional Information
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• See event budget sent via email
• See event budget sent via email
• See link to the 2014 photo gallery sent via email
• See display and marketing examples document sent via email
Additional documents attached to presentation:
2014 Event Income Statement (est. as of 10/20/2014)
Revenues:
CSE Contribution $42,500
Sponsorship 47,233
Food (split), Bev & Steins 133,872
Total Revenues 223,605
Expenses:
Event Site:
Permits 1,551
1,551
Event Equipment & Rental Expenses:
Food & Bev. 53,827
Signage, Kids Activ., Steins, Decorations, Supplies, etc. 17,246
Rental Items (dumpsters, porta potties, etc.) 22,300
Bands, Stages, Sound 27,500
120,873
Manpower & Related Expenses:
Staffing 23,155
Town of Vail Police, Security 21,623
44,778
Public Relations/Marketing/Advertising:
Public Relations 5,000
Advertising/Marketing 14,290
19,290
Administrative:
Proposals/Insurance/Supplies/Phone/Postage
Charitable Contribution (CGL Fun Run)
12,002
2,500
Agency Fee/Production
Management
20,000
34,502
Sponsor Relations:
Lodging/Gifts/Transportation 5,464
5 ,464
Total Expenses: 226,458
Net Income:
(loss)
$(2,853)
Brief description of the estimated benefits to the Town of Vail, including an estimated # of
incremental room nights and increased spending generated by the 2014 Vail Oktoberfest.
Estimated Incremental Room Nights and Revenue Generated by the 2014 Vail Oktoberfest.
2014 Estimated Incremental Spending
Incremental Room Nights
Estimated total event attendance: 50,000 (two weekends/six days)
Repeat attendee/double counting discount: 25%
Those who came just for the event: 70%
Overnight visitors to the region: 50%
Visitors staying in Vail: 84%
Average nights stay in Vail: 2
Total Incremental Room Nights: 11,025- (Double Occupancy, 2ppl/room)
Incremental Spending
Estimated average attendance per day: 6,250 (Factors in repeat attendee discount)
Average amount spent per person/per day: $98 (Dining/Shopping)
Total event days: 6
Total Incremental Spending: $3,675,000-
Average lodging price per room night: $123- (Double Occupancy, 2ppl/room)
Total incremental room nights: 11,025
Subtotal spent on lodging: $1,356,075-
Number of days in Vail not for event: 1.0
Number of people staying additional days: 2,000
Average amount spent per day: $98
Subtotal spent on non-event days: $196,000-
Total Estimated Incremental Spending: $5,227,075-
8) What return on investment should the Town of Vail expect from the 2014 Vail
Oktoberfest?
2014 Town of Vail Estimated Return on Investment
Town of Vail 2014 Investment $42,500
Total Value of all PR, media, collateral and event related impressions generated
by the 2014 Vail Oktoberfest.
$200,000
Return on Investment through Media, PR and
Event Related Impressions alone: 3.7-to-1
Est. Incremental Room Nights Generated (Double Occupancy) 11,025
Est. Incremental Spending Generated $5,227,075-
Tax Receipts (Lodging - 4%) $54,243-
Tax Receipts (Sales - 4%) $154,840-
Tax Receipts (Vail Local Marketing District – Lodging Only 1.4%) $18,985-
Total Town of Vail Tax Receipts $228,068-
As a percentage of Total TOV September 2014 Tax Receipts 21%
Return on Investment through Incremental Spending 4-to-1
in the Town of Vail
2014 Event Recap
Marketing and Display Items
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EXECUTIVE SUMMARY
Munich made its way to Vail for two full weekends of oom-pah parties at
the annual Vail Oktoberfest! Emulating one of the largest celebrations in
the world, the streets of Lionshead and Vail Village were filled with beer,
bratwursts and live music.
German spirit was ever-present during six days filled with Bavarian tunes,
yodeling, alpenhorn blowing, traditional fare and other popular activities
such as the Klement’s Bratwurst Eating Contests, Adult Keg Bowling,
Bavarian Costume Contest and the Stein Lifting Competition.
Helmut Fricker and The Rhinelanders, Denver Kickers Schuplattler
Dancers, Walter’s Austrian Swiss Connection, Robby Peoples and the
Bank Walkers, Dixie Leadfoot and the Chrome Struts, The Kids Area with
entertainers and the Annual Oktoberfest Fun Run were also hits for adults
and kids alike.
EVENT SNAPSHOT
• Taking place over two full weekends, in Lionshead September 5-7, and
Vail Village, September 12-14, 2014
• Total attendance: estimated to be 55,000
• Total media impressions: 1,009,500
• Print: more than 209,500 impressions
• Internet: more than 50,000 impressions
• PR: more than 750,000 impressions
OKTOBERFEST PARTICIPATION
Featured Sponsors:
• Vail Oktoberfest was presented by Hacker-Pschorr and Town of
Vail and is sponsored in part by Sonnenalp Hotel, Klement’s
Sausage Company, ResortApp, Vail Dentistry, Jâgermeister,
Iconix Clothing, Rocky Mountain Outback Hats, Vail Daily and
KZYR the Zephyr.
Featured Restaurants:
• Alpenrose, Homemade European Foods, Sweet ColoraDough,
Joe’s Famous Deli, Rimini, Vail Marriott Mountain Resort, Tavern
on the Square, Blu’s Restaurant and the Swiss Chalet.
OKTOBERFEST DISPLAY
11”x17” Poster, 5”x7” Postcard and Commemorative Branded Stein
OKTOBERFEST DISPLAY
Town of Vail Banner, Schedule Signage, Pouring Station Signage
and Staff Uniforms
OKTOBERFEST DISPLAY
Event Website, Vail.com/Oktoberfest and
Other Website inclusions
OKTOBERFEST DISPLAY
Event E-blast examples
THANK YOU!
Thank you for making Vail Oktoberfest a tremendous success!