HomeMy WebLinkAbout2.g. 2014 Vail America Days - RecapEvent Recap: Vail America Days
Commission on Special Events
October 1, 2014
Photo by Jack Affleck
Presented by
2012
&
2013
Event
Marketer
Magazine's
"Top
100
Event
Agency"
Vail America Days, Fourth of July, 2014
HIGHLINE, MISSY JOHNSON
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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of
Vail
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Standard of excellence met by:
• Vail America Days meets these standards both with the high quality of the
overall production, organization and strong visual aesthetics of the Event.
The thorough process followed to achieve the Vail America Days Parade
was a key element.
• Vail America Days created a classy space and place for the Vail guest to
gather in the heart of town and offer a reason to stay in town for the Parade
and the annual fireworks display out of Golden Peak.
Event Strengths & Weaknesses
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• Exceeded expectations:
• Vail America Days Parade was as good
as ever. The length of the parade was
successful
• Floats were of great relevance, well
decorated and well received. The flow
was perfect and the continued
professional approach from the
application timing to the execution of the
event helped immensely.
• The aerial firework show at Golden Peak
was well received and people were glad
to have it back in its traditional location
after a few years hiatus
Event Strengths & Weaknesses
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• Measures that could be taken for event
improvement:
• Increased lead time for planning for
2015 will speak volumes for this event
and potential sponsorship
• Continue to keep the parade theme top
of mind to create a relevant, high
quality parade
• Continue to look for marching bands to
perform since that is always a great
request/piece of feedback
• The flow of the parade was even an
improvement from last year with the
exception of a performance group
Event Budget
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of
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• Total event budget: $95,301
• CSE funds: $70,000
• Profit and loss: Loss of 5,785
• Funding utilization: Offset budget expenses
• In-kind sponsorship:
• Cash sponsorship: $14,025
* Event producer to attach detailed budget for recap
Estimated Results*
Attendance Numbers
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of
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*
Based
on
survey
results.
• EsLmated
total
aNendance:
25,000+
based
on
photos,
crowd
esLmates,
vendor
feedback,
food
and
beverage
sales
Survey
results
not
yet
available
Estimated Results*
Demographic Profile
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of
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*
Based
on
survey
results.
This
event
wasn’t
surveyed
per
direcLon
from
the
Town
of
Vail
Estimated Results*
Event Attendee Estimated Spending
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of
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*
Based
on
survey
results.
This
event
wasn’t
surveyed
per
direcLon
from
the
Town
of
Vail
Estimated Return on Investment (ROI)*
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of
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*
Based
on
survey
results.
**
The
TOV
collects
4%
sales
tax
with
the
excepLon
of
short-‐term
lodging
which
collects
5.4%
a\er
the
addiLon
of
a
1.4%
local
markeLng
district
tax.
For
more
informaLon:
hNp://www.vailgov.com/
subpage.asp?dept_id=48
This
event
wasn’t
surveyed
per
direcLon
from
the
Town
of
Vail
Visitor Intent to Return*
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of
Vail
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*
Based
on
survey
results.
This
event
wasn’t
surveyed
per
direcLon
from
the
Town
of
Vail
Topline Marketing Efforts
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• Vail America Days was promoted through both traditional and non-
traditional media with heavy concentration on the Front Range, as well as
the mountain region
• The total value of media, public relations and event related impressions for
a top-tier presenting sponsor (such as the Town of Vail) and based on the
projected PR and marketing for this event: $275,000
• Print ads – Vail America Days was promoted locally in the Vail Daily, Daily
Weekly reaching more than 100,000
• 1 ad in the Paradian on July 4th
• 3 Full page ads ran in the Vail Daily Weekly (Circulation: 12,000)
• 5 ads ran in the Vail Daily including a full page ad (Circulation: 13,500)
Topline Marketing Efforts
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of
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The Paradian was loaded with
content about the Vail America
Days parade, schedule and
unique stories from the history
of Vail America Days
Topline Marketing Efforts
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of
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• Multiple 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 175,000 from
more than 10 placements
• Vail America Days bi-fold, event posters and
Paradian through the Vail Daily
• Event bi-folds were all distributed Vail Valley
wide with key focus on Vail concierges
Topline Marketing Efforts
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of
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• Radio Placements - KZYR 97.7FM The Zephyr -
(130) :30 spots
• Event information was included in email blasts from
numerous organizations, including the Town of Vail,
Sonnenalp Resort of Vail, Destination Resorts,
Simba Run and more
• Event information, sponsor logos and hyperlinks
were all featured online on the official event page
www.vailamericadays.com
Topline Marketing Efforts
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of
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Signage
and
Display
Branded
Check-‐in
Tent,
Parade
Banner,
Awards
Topline Marketing Efforts
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of
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Signage
and
Display
Event
Partner
Banners,
Town
of
Vail
Banner
*Roundabout
Banners
were
also
created
Topline Marketing Efforts
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of
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Print
AdverLsing
Topline Marketing Efforts
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of
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Bi-‐fold
Brochure/Schedule/Outside
and
Inside
Topline Marketing Efforts
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of
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Official
website
with
photos,
sponsor
logos,
lodging
page
and
more;
vailamericadays.com
with
strong
exposure
through
vail.com
Community Contribution
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• Impact on Vail’s sense of community: Vail
America Days does an excellent job of
impacting Vail’s sense of community. This
event offers a vibrant atmosphere to
showcase Vail through a well-rounded event
platform, with the Town of Vail and its
merchants as the perfect complement.
• Vail America Days 2014 was a celebration of
“Vail Welcomes the World” as Vail
approaches a big year with 2015 upon us
soon. With the theme woven throughout the
parade with course marshals, float themes,
branding and more. The traditional fireworks
at Golden Peak concluded Vail America
Days Celebration in style.
Sustainability Efforts
Green Measures
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• No vehicles were left idle while
loading in and out
• Moved to use of ALL linens in lieu of
plastic disposable tablecloths
• Worked with Town of Vail to provide
an exit location for floats to dispose of
items as need
Additional Information
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• Detailed budget attached
• Link to Vail America Days photos provided via Dropbox link
Additional documents attached to presentation: