The URL can be used to link to this page

Home My WebLink About2015 Hot Summer Nights RecapWEDNESDAY, OCTOBER 7, 2015 HOT SUMMER NIGHTS HOT SUMMER NIGHTS- TUESDAYS Office: 970.777.2015 Mobile: 970.470.0001 jmason@vvf.org 2 Town of Vail | CSE | 10/7/2015 Attendance Estimate 3 Town of Vail | CSE | 10/7/2015 GRFA Total Attendance 2015 # Date Event Front Gate East Gate Attendance Weather 1 6/9/2015 HSN #1 The Pimps of Joytime 1147 378 1525 Party Cloudy/threatening 2 6/16/2015 HSN #2 The Popper Project w/ DJ Logic 1160 469 1629 thunderstorm 3 6/23/2015 HSN #3 Brett Dennen 1707 596 2303 threatening 4 6/30/2015 HSN #4 The Revivalists 1803 445 2248 cloudy/light rain 5 7/7/2015 HSN #5 Nahko and Medicine for the People 1785 375 2160 Rainy 6 7/14/2015 HSN #6 Zach Deputy 1716 196 1912 rain 7 7/21/2015 HSN #7 8150 Urban Dance Challenge 2048 558 2606 Sunny/rain 8 8/11/2015 HSN #8 Super Diamond 1257 368 1625 Rain 9 8/18/2015 HSN #9 Dirty Dozen Brass Band 3303 529 3832 Sunny Total attendance 19840 Visitor Type 4 •Was this the visitor type split you expected? No we usually have much higher attendees that are local •We believe locals did not attend due to threatening weather conditions •More recognizable bands Overall Visitor Profile 5 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 Town of Vail | CSE | 10/7/ 2015 Role/Importance of Event in Intent to Visit Vail 7 Town of Vail | CSE | 10/7/2015 •Hot Summer Nights increases overnight guests to Vail as they are looking at Mountain communities to visit in the summer. It gives families a free activity in the evening, making Vail more desirable to visit. NPS (Net Promoter Score)/Likelihood to Recommend 8 Town of Vail | CSE | 10/7/2015 Estimated Return on Investment (ROI) & Attendee Expenditures 9 Town of Vail | CSE | 10/7/2015 •Bars and restaurants revenue are increased on Tuesday nights by guests and locals attending the free concerts Vail Brand Compatibility The Premier International Mountain Resort Community 10 Town of Vail | CSE | 10/7/2015 Event Strengths & Weaknesses 11 Town of Vail | CSE | 10/7/2015 •Exceeded expectations: •Big name acts with free admission •John Popper Project & Dirty Dozen Brass Band •Measures that could be taken for event improvement: •Work closely with TOV on how to mange parking •Lower priced food items – just during HSN •More sunny days!!!!!! •For repeat event, comparison to past years: •Weather plays a large factor in locals attending the concerts. Our attendance was down significantly this year largely due to weather. Community Contribution 12 Town of Vail | CSE | 10/7/2015 •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. Topline Marketing Efforts 13 Town of Vail | CSE | 10/7/2015 Topline Marketing Efforts 14 Town of Vail | CSE | 10/7/2015 Potential for Growth & Sponsorships/Media Exposure 15 Town of Vail | CSE | 10/9/2015 Locals and visitors alike were delighted & welcomed by our new Hot Summer Night’s title sponsor, Crazy Mountain Brewery. Along with providing a large variety of craft beers they created a preconcert happy hour that took advantage of the newly constructed lobby area of the Gerald R Ford Amphitheater. Concert goers were greeted with beer specials, games and summer fun! Although there was a lot of enthusiasm & support for the local sponsor’s craft beers that accompanied the free concert series, inclement weather did play role in low attendance. Sustainability Efforts 16 Town of Vail | CSE | 10/7/2015 •Recycling bins throughout GRFA – glass, aluminum, plastic •Encourage use of refillable water bottles •In green room we utilize Deep Rock water containers •Encourage attendees to ride their bike and utilize free bike valet or take public transportation/carpool Event Budget 17 Town of Vail | CSE | 10/7/2015 •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