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Home My WebLink About2.c. 2014 Hot Summer Nights RecapEvent Recap: Hot Summer Nights Commission on Special Events October 1, 2014 Photo by Jack Affleck Hot Summer Nights June 17th & 24th - July 1st, 8th, 15th & 22nd - August 5th, 12th, 19th & 26th Vail Valley Foundation, Jen Mason Office: 970.777.2015 jmason@vvf.org 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: •Continuous growth of concert series popularity •Performers of National Caliber entertainment •Consistent, free, high quality entertainment for both locals and tourists in the prime summer months of Vail •Offers a variety of musical genres •Sets Vail apart from other resort based mountain communities Event Strengths & Weaknesses 4 Town of Vail | CSE | 12/15/11 •Exceeded expectations: •Big name acts with free admission •Lukas Nelson & Rusted Root •Measures that could be taken for event improvement: •Work closely with TOV on how to mange parking •Lower priced food items – just during HSN •For repeat event, comparison to past years: •Weather was spectacular and performance line up was one of the best years to date Event Budget 5 Town of Vail | CSE | 12/15/11 •Total event budget: $550,000 •CSE funds: $27,500 •Profit and loss: -$18,750 •Funding utilization: •In-kind sponsorship: $2,800 (police attendance at venue) •Cash sponsorship: $522,500 * 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: 31,325 •Clickers were used at both entrances into the amphitheater •70% of the 2014 HSN attendees came to Vail specifically for the concert series •80% were locals, and 18% were overnight guests. •63% of the 2014 HSN attendance consisted of returning attendees •37% were first year attendees Estimated Results* Demographic Profile 7 Town of Vail | CSE | 12/15/11 •2014 HSN attendees: 80% are local, 3% are in state – came to Vail for the day, 18% are out of state, and 1% are international. •82% of 2014 attendees own a home, 18% rent a home •Average age of 2014 attendees is 44 years old (does not include children under 18) •55% male, 45% female •40% of 2014 attendees earn an income between $25,000 and $54,999 •43% are outdoor and sport enthusiasts * Based on survey results. Estimated Results* Event Attendee Estimated Spending 8 Town of Vail | CSE | 12/15/11 •Lodging: •48% attendees from out of town stayed in Town of Vail •Over 13,000 room nights •$464,796 spent on lodging in Vail •Dining: •$38,636 spent on dining by those staying over night •Shopping: •$37,908 spent on shopping •Other Activities: •$69,809 spent on other activities * Based on survey results. Estimated Return on Investment (ROI)* 9 Town of Vail | CSE | 12/15/11 •Additional Town of Vail spending event generated: •Estimated revenue generated for the Town of Vail $1.5M (+/-20% error level should be considered) •Ratio of increased revenue to amount of funding received: •Sales tax revenue generated by event and accrued to Town of Vail including sales and lodging tax:** * 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: •On average, 86% are “Very” or “Extremely likely” to return in the future •On average, 71% of the first time visitors are “Very” or “Extremely likely” to return in the future •Overall Satisfaction: 4.8 using 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 •Social media •Facebook, Twitter, etc. •Radio •Newspaper advertisements •Word of mouth •Work closely with Vail hotels Community Contribution 12 Town of Vail | CSE | 12/15/11 •Impact on Vail’s sense of community: •Safe environment to enjoy music outdoors – family friendly, place to gather with friends •Attendees could enjoy hiking, biking, etc., during the day, then enjoy world class music in the evening. •Our community is diverse; diverse in age, interests and income levels, to name just a few. HSN serves an important and growing demographic group just as the Vail Intl Dance Festival serves equally well an older, more affluent demographic of our community •Annually recognized as the premiere free concert series in the valley, Hot Summer Nights is a tremendous free benefit for the community and tourists, and something everyone looks forward to summer after summer in Vail. Sustainability Efforts Green Measures 13 Town of Vail | CSE | 12/15/11 •Recycling bins throughout GRFA – glass, aluminum, plastic •Encourage use of refillable water bottles •In green room we utilize Deep Rock water containers •In newly remodeled amphitheater we installed low flush valve toilets in all restrooms •Encourage attendees to ride their bike and utilize free bike valet or take public transportation/carpool Additional Information 14 Town of Vail | CSE | 12/15/11 •Provide detailed budget in attachment please •Provide ROI explanation in attachment please Additional documents attached to presentation: