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Home My WebLink About6.b.iii.2014 VailNYE -Event _RecapEvent Recap: Vail NYE 2014 HIGHLINE February 5, 2014 VAIL NYE 2014: December 31, 2013 HIGHLINE, JEFF BRAUSCH, CEO Office: 970.476.6797 x 703 Mobile: 970.393.2128 jeff@gohighline.com 2 Town of Vail | CSE | 2/5/14 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 2/5/14 Standard of excellence met by: •Vail NYE 2013 once again brought a wonderful option for the Vail guest to experience on New Years Eve. Marketed as Vail’s Biggest Dance Floor, Vail NYE 2014, featuring Mix Master Mike offered a high production value for guests with a unique experience close-in to both villages. •The event is well produced and provides an upscale option for guests in Vail with an General Admission option for 21+, and two VIP offerings Event Strengths & Weaknesses 4 Town of Vail | CSE | 2/6/13 •Exceeded expectations: •Besides rocking out to an epic performance from Mix Master Mike, guests at Vail NYE 2014 experienced to ringing in 2014 with a massive balloon drop, confetti storm, midnight champagne toast, party favors and much more. DJ Logic got the party started, and Mix Master Mike rocked Vail into 2014. •Everything from production, security and layout, to coat check, staffing and party favors was carefully planned with the guest experience in mind. Event Strengths & Weaknesses 5 Town of Vail | CSE | 2/6/13 •Measures that could be taken for improvement: •In 2013 we found that we cannot be successful the way the venue operates. •There’s a huge production value that can be offered but an event of this level for NYE in Vail but we found competition with other venues, and an increase in the family centric Vail guest added new challenges this year. Event Budget 6 Town of Vail | CSE | 2/5/14 •Total event budget: $120,543.20 •CSE funds: $10,000 •Profit (loss): $ (36,426.10) •Funding utilization: Event production •In-kind sponsorship: None •Cash sponsorship: $17,500 Estimated Results* Attendance Numbers 7 Town of Vail | CSE | 2/5/14 * Based on survey results. •Estimated attendance (through ticketing): 900 •% of people in Vail specifically for event: 25% •% of people attended previous years: 20% Estimated Results* Demographic Profile 8 Town of Vail | CSE | 2/5/14 •Attendees came from (local, regional, out of state, international): •Local 30% •Regional 23% •Out of State 60% •Average age and income bracket of attendees: Average Age: 30; M=51% F=49%; MEAN HHI= $75,000 * Based on survey results. Estimated Results* Event Attendee Estimated Spending 9 Town of Vail | CSE | 2/5/14 •Lodging: •% attendees stayed in Town of Vail: 32% •Average amount spent on lodging/day: $150 per person •Estimated room nights booked due to event association: 144/72 (2ppl/room) •Lodging call to action: •Participants were directed to book through PR messaging and vail.com •Upon receiving calls to the event hotline, attendees were also directed to the online lodging specials at vail.com * Based on survey results. Estimated Results* Event Attendee Estimated Spending 10 Town of Vail | CSE | 2/5/14 •Dining: $112 •Shopping/other: $125 •Other Activities: Skiing/snowboarding, shopping, dining and other activities * Based on survey results. Estimated Return on Investment (ROI)* 11 Town of Vail | CSE 2/5/14 •Additional Town of Vail spending event generated: $258,600 •Ratio of increased revenue to amount of funding received: 3.5% •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax: $10,344 * 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* 12 Town of Vail | CSE | 2/5/14 Satisfaction ratings: •60% of respondents answered that they are likely to attend Vail NYE •More than 80% of respondents agree that Vail NYE adds value to their experience in Vail by offering additional options * Based on survey results. Topline Marketing Efforts 13 Town of Vail | CSE | 2/5/14 A full advertising, marketing and public relations campaign was executed surrounding Vail NYE. Placements were made with print and digital outlets. •Print impressions: 291,000+ •Internet impressions: 30,000+ •Editorial Placements: 199,000+ •Estimated media value of the marketing campaign totaled $75,000 *Additional media included radio, grassroots marketing and television Topline Marketing Efforts 14 Town of Vail | CSE | 2/5/14 Print Local/Mountain Regions: •17 ads were placed in the Vail Daily (Circulation: 15,500) •Four full page ads were placed in the Daily Weekly, in Vail (Circulation: 7,000) Topline Marketing Efforts 15 Town of Vail | CSE | 2/5/14 Radio: 2013 Radio Placements KZYR 97.7FM The Zephyr •Eagle County coverage •200 spots / :60 seconds in length NRC BROADCASTING •KKCH •Eagle and Summit Counties •72 spots/ :60 seconds in length Topline Marketing Efforts 16 Town of Vail | CSE | 2/5/14 Television: 2013 Radio Placements TV8 •Eagle County • Three live interviews during the weekend leading up to the event Topline Marketing Efforts 17 Town of Vail | CSE | 2/5/14 Social Media •Social media played a large role in spreading the word about the event •Facebook - Highline posted relevant event news, and content relating to the event •Email Blasts – Additional email blasts went out from Highline and other area businesses •DJ – Social media support through web, facebook and twitter Topline Marketing Efforts 18 Town of Vail | CSE | 2/6/13 A comprehensive public relations campaign surrounding Vail NYE was conducted, reaching out to local and regional media outlets to enhance coverage of the event in the news media. •Press Releases – Two press releases on subjects ranging from the initial announce of the event to more information about the full entertainment planned for the evening. •Editorial Placements – The public relations campaign for Vail NYE resulted in approximately 12 editorial placements which generated an estimated more than 199,000 impressions. Sustainability Efforts Green Measures 19 Town of Vail | CSE | 2/5/14 •Worked with town environmental officials to develop green practices and worked with Town of Vail street department to recycle all event cardboard, plastic and aluminum •Had event staff dedicated to collecting and sorting trash and recycling •No vehicles were left idle while loading in and out •Moved to majority use of linens in lieu of plastic disposable tablecloths Additional Information 20 Town of Vail | CSE | 2/5/14 NYE Rack Card and Poster NYE Print Advertising Additional Information 21 Town of Vail | CSE | 2/5/14 Dedicated Website: vailnye.com Vail.com/events Additional Information 22 Town of Vail | CSE | 2/5/14 NYE BLAST STYLE 1 & 2 NYE BLAST STYLE 3 Thank you 23 Town of Vail | CSE | 2/5/14 VAIL NYE 2014 Estimated Incremental Room Nights and Revenue generated by Vail Holidaze. The numbers below are estimates from the 2013/14 event. Incremental Room Nights Estimated attendance: 900 Those who came just for the event: 25% Those staying in Town of Vail lodging: 32% Average nights stay in Vail: 2 Total Incremental Room Nights: 72 dbl occupancy Incremental Spending Estimated attendance per day: 900 Average amount spent Dining: $237 Event Days: 1 Subtotal incremental Spending: $213,300- Average lodging price per person per night: $150 Incremental room nights: 144/72 dbl occup. Subtotal spent on lodging: $21,600- Number of days in Vail not for event: 1.0 Number of people staying additional days: 100 Average amount spent per day: $237 Subtotal spent on non-event days: $23,700- Total Estimated Spending: $258,600 8) What return on investment should the Town of Vail expect? 2013 Town of Vail Return on Investment Town of Vail Investment $10,000 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. $75,000 Return on Investment through Media, PR and Event Related Impressions alone: 6.5-TO-1 Est. Incremental Room Nights Generated (double occupancy) 72 Incremental Spending Generated $258,600- Tax Receipts (Sales - 4%, Lodging - 4%)* $10,344- *does not reflect Lift Ticket tax revenues or TOV parking revenues Return on Investment through Incremental Spending in the Town of Vail: 3.5% REVENUE FINAL TICKET SALES - Welcome center 2,218.60$ - Website 45,244.50 - Onsite 5,654.00 VailRec Liquor Cut 3,500.00 TOV/CSE Contribution 10,000.00 Bud Light 12,500.00 Red Bull 5,000.00 Korbel - TOTAL REVENUE:84,117.10$ EXPENSES ACTUAL VENUE 5,183.60$ TOV Special Event Permit 483.60 Vail Rec/Dobson Rental Fee 3,850.00 Dobson Extra Charges - Special Event Coverage 850.00 STAFFING 13,195.18$ Producers (EP/AP)10,000.00$ Warehouse staff 862.50 Balloon/ops labor 190.00 Ops Staff 2,635.00 Wristbanders/Ticket takers/Coat Check/Ticket Tent 1,625.00 Lonestar Security 5,871.25 Police 600.00 Alpine Staffing 918.75 Staff Meals 492.68 MARKETING/ADVERTISING/PR 5,422.30$ Brochure Delivery 200.00 Posters/Flyers 245.69 Colorado Mountain New Media/Vail Daily 2,700.00 NRC Broadcasting 500.00 KZYR - TV8 900.00 Photographer 150.00 Next Day Flyers 270.68 Facebook 250.00 Website 205.93 Misc - EQUIPMENT/RENTALS 8,839.13$ Fuel 141.94 Light towers 846.44 Signage 1,005.98 Rentals - Wright Group/Alpine/Etc.4,377.03 Black out paper 210.39 Radios 673.47 Double layer coat racks 885.22 Hangers 175.52 VAIL NYE BUDGET Dobson Arena | December 31, 2013 FINAL (as of 1/29/14) Champagne flutes 250.00 Misc. Operations Supplies 273.14 TICKETING/FOH 847.02$ Phone Line - Ticketing Website and fees 602.82 Glow Wristbands 244.20 Credentials - FOOD & BEVERAGE 12,765.82$ VIP Catering 8,997.20 VIP Alcohol 3,768.62 DÉCOR 1,732.26$ Giveaways/Party Favors 1,290.10 VIP Supplies 285.01 Coat Check Tags 88.15 Misc Supplies 69.00 ENTERTAINMENT 53,624.75$ Mix Master Mike 26,000.00 DJ Logic 3,000.00 DJ Ramona 500.00 Talent Management Fee 2,500.00 Production Crew 3,137.00 Greenrooms & Transport 432.75 Dancers 1,325.00 Sound and Lighting 15,984.50 Backline 375.00 Balloon Drop 190.15 Confetti Cannons 180.35 HOSPITALITY/LODGING 3,933.14$ Crew Lodging 2,622.12 Staff lodging 655.51 Dancer Lodging 655.51 SUBTOTAL 105,543.20$ Event Insurance 5,000.00 Agency Fee 10,000.00 TOTAL EXPENSES:120,543.20$ NET INCOME (LOSS):(36,426.10)$