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Home My WebLink About2.a. 2014 Vail Bluegrass Recap overallCommission 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