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Home My WebLink About4.a. CSE-2014 Event_Recap-Vail Symposium 6.4.14 finalEvent Recap: Vail Symposium Winter 2014 COMMISSION ON SPECIAL EVENTS June 4, 2014 Vail Symposium Winter 2014 Dec. 28, 2013 - April 3, 2014 Vail Symposium: Tracey Flower, Executive Director Office: 970.476.0954 Mobile: 970.331.1296 tracey@vailsymposium.org 2 Town of Vail | CSE | 6/4/14 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 6/4/14 Standard of excellence met by: •Nationally and internationally recognized and respected speakers who are experts in their fields •Balanced variety of program topics, including finance, ground-breaking medical research, education reform, spirituality, and more •Creating a sense of community amongst program attendees. Event Strengths & Weaknesses 4 Town of Vail | CSE | 6/4/14 Exceeded expectations: Excellent program attendance New series, Living At Your Peak Consciousness Series, very well-received Reputation and awareness of the Vail Symposium increased Improvement: Create better sponsorship opportunities for individual programs and series Need to plan more effectively for audience size with better venue selection Better marketing for programs with lesser-known speakers Improve data collection and analysis of attendees Comparison: 17 programs, 1,513 attendees (Winter 2012) 12 programs, 1,250 attendees (Winter 2013) 12 programs, 1,241 attendees (Winter 2014) Event Budget 5 Town of Vail | CSE | 6/4/14 •Total event budget: $94,500 (total expense December 2013 – April 2014) •CSE funds: $37,500 •Profit and loss: $42,700 (net income December 2013 – April 2014) •Funding utilization: Funds used for the production & marketing of our Winter 2014 programming season; also for implementing a Front-Range marketing plan •In-kind sponsorship: $66,000 (total received December 2013 – April 2014) •Cash sponsorship: $14,200 (corporate & individual underwriting, December 2013 – April 2014) Estimated Results* Attendance Numbers 6 Town of Vail | CSE | 6/4/14 * Based on survey results. 41% of programs SOLD OUT. 58% of programs had over 100 attendees. Residency 65% are full-time Vail Valley residents 29% are seasonal homeowners 3.8% were visiting Vail 4% said a VS program was the deciding factor for a trip to Vail 4% said a VS program was a contributing factor for a trip to Vail 21% 43% 36% Repeat Attendance First-Time Attendee - 21% Attending for 3 + Years - 43% Attending for 10 + Years - 36% Program attendance: 12 programs with 1,240 total attendees Estimated Results* Demographic Profile 7 Town of Vail | CSE | 6/4/14 Age 26-45: 23% 46-65: 37% 66-75+: 40% Household Income $25,000-$74,000: 5.5% $75,000-$99,000: 11% $100,000-$149,000: 24% $150,000-$199,000: 15% $200,000+: 15% Prefer not to answer: 30% Employment Full-time: 36% Retired: 42% Self Employed: 12% Other: 10% * Based on survey results. Topline Marketing Efforts 8 Town of Vail | CSE | 6/4/14 Brochure: Direct mailing of winter program booklet to 5,000 Vail Symposium supporters and Vail P.O. Box holders Magazine: 3 full page ads in Front Range & mountain publications Newspaper: Editorial and ads for every program in the Vail Daily & editorial in the Daily Weekly Radio: Interviews on 104.7 The Mile TV: Weekly interviews on TV8 & C-SPAN coverage of GMO debate Digital: •Facebook & Twitter: More than 100 new likes & followers on each site •E-Newsletters: sent weekly to over 3,000 contacts & two dedicated e- newsletters sent to Mountain Living magazine’s e-newsletter subscribers Community Contribution 9 Town of Vail | CSE | 6/4/14 •Vail Symposium programs give community members the opportunity to meet and interact with like-minded peers who share their interests. One attendee of the winter Consciousness Series told us: “I was happy to see so many people attending, including friends, but also many people I did not know would have an interest in these topics. I feel a greater sense of support and belonging in this community as a result.” •The diversity in our topics provides learning opportunities for all. •We provide a platform for local leaders to speak about issues relating specifically to our community. This winter Eagle County Schools Superintendent Jason Glass led a conversation with local parents & teachers - in Vail - about how education in Eagle County compares to the rest of the country. Sustainability Efforts Green Measures 10 Town of Vail | CSE | 6/4/14 •Recycling at program venues and in office. •New marketing efforts focus on social media and online publications versus print. •When possible, we use washable plates and glassware, versus plastic, during program receptions. Plans for Summer 2014 & Beyond 11 Town of Vail | CSE | 6/4/14 Summer 2014 10 programs focused on “The Lighter Side of Interesting” Heavy focus on partnerships with other organizations and summer event producers Increase in targeted Front Range marketing Website upgrade to a Wordpress platform Winter 2015 Winter continues to be the focus of our programming, featuring 13-15 programs, heavier topics, and a greater variety in subject matters Consistency in programming, for example 2nd annual financial talk during the Christmas/New Year holiday Solid Front Range marketing plan THANK YOU! 12 Town of Vail | CSE | 6/4/14 Without the support of the Town of Vail and the Commission on Special Events we would not have had the opportunity to bring in new, innovative speakers and implement as many marketing programs. We are looking forward to 2015 to provide the same level of quality programming and diverse, engaging subject matter. Our goal is to grow our audience from outside of the Vail Valley and create a sense of community regardless if the attendees are local or visitors. Vail Symposium 2014 Cash Projection by Quarter Actual Projection Projection Projection Total Budget Q1 Q2 Q3 Q4 Jan - Dec 14 18,136.02 2,800.00 7,500.00 3,000.00 31,436.02 65,960.23 23,000.00 62,000.00 39,530.00 190,490.23 84,096.25 25,800.00 69,500.00 42,530.00 221,926.25 0.00 1,000.00 0.00 1,000.00 2,000.00 0.00 500.00 1,000.00 2,000.00 3,500.00 0.00 0.00 0.00 0.00 0.00 84,096.25 27,300.00 70,500.00 45,530.00 227,426.25 72.00 72.00 84,024.25 27,300.00 70,500.00 45,530.00 227,354.25 8,665.02 7,590.00 6,990.00 8,940.00 32,185.02 1,410.11 1,250.00 750.00 750.00 4,160.11 536.58 200.00 600.00 0.00 1,336.58 0.00 23.53 0.00 0.00 23.53 3,366.73 0.00 500.00 0.00 3,866.73 1,118.75 200.00 450.00 150.00 1,918.75 75.23 0.00 0.00 300.00 375.23 500.00 500.00 1,000.00 1,000.00 3,000.00 253.46 250.00 900.00 300.00 1,703.46 289.51 200.00 150.00 200.00 839.51 5,703.12 750.00 2,500.00 500.00 9,453.12 950.00 100.00 600.00 250.00 1,900.00 Q1 13,000.00$ 14,203.49 3,473.53 7,450.00 3,450.00 28,577.02 Jan-Dec 44,000.00$ 10,645.22 0.00 6,000.00 0.00 16,645.22 0.00 500.00 1,500.00 1,500.00 3,500.00 0.00 3,000.00 0.00 2,500.00 5,500.00 Ads/Media 250.00$ 988.00 1,500.00 0.00 1,000.00 3,488.00 Brochures 3,000.00$ Set-up Expenses Travel Venue Costs Total Event Expense Fund Raising Expense Operating Costs Advertising/Media** Brochures and Programs** Design Paid Dinners Total Administration Event Expense Audio-Visual Rental Event CC Fees/COGS Film Royalties Food and Refreshments Gifts Honorarium LAYP Expense GROSS PROFIT Expense Administration *Event Portion of Payroll **Paid in December '13 Total Event Sales Fund Raising Total Fundraising Subtotal Revenue Ad Revenue Cash from Books & Posters Interest Income Total Income Cost of Goods Sold Value of Books Sold Vail Symposium 2014 Cash Projection by Quarter 539.00 180.00 500.00 1,250.00 2,469.00 0.00 500.00 500.00 0.00 1,000.00 195.00 2,430.00 195.00 195.00 3,015.00 25,791.73 31,179.96 27,903.39 31,753.76 116,628.84 27,513.73 39,289.96 30,598.39 38,198.76 135,600.84 61,027.46 50,353.49 50,538.39 50,588.76 212,508.10 22,996.79 -23,053.49 19,461.61 -5,058.76 14,346.15Net Income Payroll Expenses* Total Payroll Expenses Total Operating Costs Total Expense Web Site Maintenance Postage Promotional Materials 1:42 PM 05/28/14 Cash Basis Vail Symposium Profit & Loss December 2013 through April 2014 Dec '13 - Apr 14 Ordinary Income/Expense Income Total Event Sales 20,617.02 Fund Raising Total Fund Raising Events 12,970.00 Total Fundraising-Giving 103,280.40 Total Fund Raising 116,250.40 Ad Revenue 500.00 Total Income 137,367.42 Cost of Goods Sold Value of Books Sold 96.00 Total COGS 96.00 Gross Profit 137,271.42 Expense Total Administration 15,982.59 Event Expense Living At Your Peak Expense 2,766.11 Audio-Visual Rental 736.58 Film Royalties 3,866.73 Food and Refreshments 1,762.81 Gifts 75.23 Honorarium 1,750.00 Paid Dinners 1,082.55 Set-up Expenses 189.51 Travel 6,193.12 Venue Costs 1,050.00 *Event Portion of Payroll Total Event Expense 19,472.64 16,600.00 Fund Raising Expense 14,351.98 Operating Costs Advertising/Media 253.36 Brochures and Programs 3,183.32 Design 988.00 Postage 607.19 Web Site Maintenance 650.00 Total Payroll Expenses*43,573.11 Total Operating Costs**49,254.98 Uncategorized Expense -4,500.00 Total Expense 94,562.19 Net Income 42,709.23 Page 1 of 1