Loading...
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 2  Town  of  Vail    |    CSE    |    10/1/14   Vail Brand Compatibility “Premier International Mountain Resort Community” 3  Town  of  Vail    |    CSE    |    10/1/14   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 4  Town  of  Vail    |    CSE    |    10/1/14   • 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 5  Town  of  Vail    |    CSE    |    10/1/14   • 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 6  Town  of  Vail    |    CSE    |    10/1/14   • 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 7  Town  of  Vail    |    CSE    |    10/1/14   *  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 8  Town  of  Vail    |    CSE    |    10/1/14   *  Based  on  survey  results.   This  event  wasn’t  surveyed  per  direcLon  from  the  Town  of  Vail   Estimated Results* Event Attendee Estimated Spending 9  Town  of  Vail    |    CSE    |    10/1/14   *  Based  on  survey  results.   This  event  wasn’t  surveyed  per  direcLon  from  the  Town  of  Vail   Estimated Return on Investment (ROI)* 10  Town  of  Vail    |    CSE    |    10/1/14   *  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* 11  Town  of  Vail    |    CSE    |    10/1/14   *  Based  on  survey  results.   This  event  wasn’t  surveyed  per  direcLon  from  the  Town  of  Vail   Topline Marketing Efforts 12  Town  of  Vail    |    CSE    |    10/1/14   • 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 13  Town  of  Vail    |    CSE    |    10/1/14   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 14  Town  of  Vail    |    CSE    |    10/1/14   • 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 15  Town  of  Vail    |    CSE    |    10/1/14   • 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 16  Town  of  Vail    |    CSE    |    10/1/14   Signage  and  Display   Branded  Check-­‐in  Tent,  Parade  Banner,  Awards   Topline Marketing Efforts 17  Town  of  Vail    |    CSE    |    10/1/14   Signage  and  Display   Event  Partner  Banners,  Town  of  Vail  Banner   *Roundabout  Banners  were  also  created   Topline Marketing Efforts 18  Town  of  Vail    |    CSE    |    10/1/14   Print  AdverLsing   Topline Marketing Efforts 19  Town  of  Vail    |    CSE    |    10/1/14   Bi-­‐fold  Brochure/Schedule/Outside  and  Inside     Topline Marketing Efforts 20  Town  of  Vail    |    CSE    |    10/1/14   Official  website  with  photos,  sponsor  logos,  lodging  page  and  more;   vailamericadays.com  with  strong  exposure  through  vail.com   Community Contribution 21  Town  of  Vail    |    CSE    |    10/1/14   • 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 22  Town  of  Vail    |    CSE    |    10/1/14   • 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 23  Town  of  Vail    |    CSE    |    10/1/14   • Detailed budget attached • Link to Vail America Days photos provided via Dropbox link Additional documents attached to presentation: