HomeMy WebLinkAbout2015 Vail Arts Festival RecapEvent Recap: Vail Arts Festival
September 2, 2015
Vail Arts Festival: June 26-28, 2015
Eagle Valley Events
Laurie Asmussen
Mobile: 970-376-3756
Laurie@vailartsfestival.com
2
Town
of
Vail
|
CSE
|
9/2/15
Attendance*
3
Town
of
Vail
|
CSE
|
9/2/15
*
Based
on
survey
results.
• Using
the
total
transacDons
within
the
Lionshead
parking
structure
over
the
course
of
the
event,
and
data
from
specific
survey
quesDons,
the
total
esDmated
aLendance
for
the
Vail
Arts
FesDval
was
approximately
15,714
with
a
+/-‐
20%
margin
for
error.
*
• 31%
of
aLendees
came
to
Vail
specifically
for
the
event.
• 27%
of
aLendees
had
aLended
the
event
in
the
past.
Geographics/Demographics*
4
Town
of
Vail
|
CSE
|
9/2/15
• Locals
made
up
17%
of
the
aLendance
• 76%
of
the
aLendees
were
overnight
guests
• 41%
of
the
aLendees
were
from
Colorado
• 12%
were
from
Texas
• The
mean
age
of
the
aLendees
was
53,
with
52%/48%
being
male/female
respecDvely
• 44%
aLended
with
their
family
including
children
• The
average
age
of
children
under
18
was
7.3
years
• Many
of
the
respondents
are
outdoor
enthusiasts,
travelers,
and
wine
&
foodies.
Most
of
the
respondents
enjoy
hiking,
mountain
biking,
and
swimming
most
during
the
summer
months
• The
most
preferred
art
disciplines
were
painDng,
photography,
and
sculpDng.
*
Based
on
survey
results.
Importance of Event – Intent to Return*
5
Town
of
Vail
|
CSE
|
9/2/15
• 62%
are
“Very”
or
“Extremely
Likely”
to
return
in
the
future
• 51%
of
the
first-‐Dme
visitors
are
“Very”
or
“Extremely
Likely”
to
return
in
the
future
*
Based
on
survey
results.
Lodging/Spending*
6
Town
of
Vail
|
CSE
|
9/2/15
• Lodging:
All
parDcipants
were
directed
to
Lionshead
lodging
properDes
with
a
lodging
impact
from
arDsts
alone
of
225
room
nights
adding
to
the
total
room
nights
generated
as
a
result
of
the
event
to
1,259.
85%
of
those
staying
in
paid
lodging
stayed
in
Vail
The
average
nightly
room
rate
was
$193
(similar
to
2014
data)
with
a
staying
average
of
4.3
nights
• Average
spending:
Using
the
esDmated
aLendance
and
specific
survey
quesDons
regarding
accommodaDons,
spending
habits,
and
the
percentage
of
those
who
came
to
Vail
specifically
for
this
event,
an
esDmated
revenue
generaDon
for
the
Town
of
Vail
was
calculated.
The
Vail
Arts
FesDval
was
responsible
for
generaDng
approximately
$961K,
with
a
+/-‐
20%
margin
for
error,
within
the
Town
of
Vail.
More
specifics
offered
in
survey
report
(pgs
20-‐25)
*
Based
on
survey
results.
NPS (Net Promoter Score)*
7
Town
of
Vail
|
CSE
|
9/2/15
• Overall
SaDsfacDon
with
the
Vail
Arts
FesDval
was
extremely
high
with
a
mean
saDsfacDon
raDng
of
4.5
on
a
scale
of
1
to
5,
where
1=Not
at
all
saDsfied
and
5=Extremely
saDsfied.
• The
Vail
Arts
FesDval
earned
a
Net
Promoter
Score
of
45.
*
Based
on
survey
results.
Estimated Return on Investment (ROI)*
8
Town
of
Vail
|
CSE
|
9/2/15
• AddiDonal
Town
of
Vail
spending
event
generated:
$961,000
vs.
$10,000
in
Funding
• Based
on
survey
results.
Estimated Return on Investment (ROI)*
9
Town
of
Vail
|
CSE
|
9/2/15
*
Based
on
survey
results.
**
The
TOV
collects
4%
sales
tax
with
the
excepDon
of
short-‐term
lodging
which
collects
5.4%
aier
the
addiDon
of
a
1.4%
local
markeDng
district
tax.
For
more
informaDon:
hLp://www.vailgov.com/
subpage.asp?dept_id=48
Vail Brand Compatibility
The
Premier
Interna>onal
Mountain
Resort
Community
10
Town
of
Vail
|
CSE
|9/2/15
The
event
met
the
standard
of
excellence
by:
• High
end
juried
art
show
with
95
arDst
booths
• Professional
markeDng
materials
• Merchant
acDvaDon
invites
–
Pair
themed
arDsts
&
merchants
• Children’s
“CreaDve
Kingdom”
Art
AcDvity
area
• Free,
arDsDc
street
entertainment
&
performers
Event Strengths & Weaknesses
11
Town
of
Vail
|
CSE
|
9/2/15
Highlights
• Visitor
numbers
were
esDmated
to
be
15,714
(increase
over
2014
of
8%)
• Lionshead-‐area
hotels
served
as
host
properDes
for
all
arDsts
• Vail
Daily
Cover
Wrap
on
Friday,
June
26
issue
of
Vail
Daily
plus
a
pullout
secDon
featuring
show
map/arDsts
• Coordinated
with
Saturday
aiernoon
Lionshead
Family
series
to
offer
addiDonal
family-‐oriented
entertainment
Areas
of
Improvement
• Fine-‐tune
arDst
categories
and
jury
process
to
enhance
exhibits
during
show
• Keep
manageable
number
of
vendors
to
improve
flow
of
traffic
through
venue
• Program
entertainment
according
to
guest
feedback
• Ongoing
sponsorship
recruitment
to
enhance
programming
• Cross-‐promoDon
ideas
with
our
sponsorship
partners
including
Front
Range
non-‐profit
organizaDons
Ded
to
Arts
&
Culture.
• Send
PR
announcements
late
spring
to
coincide
with
other
arts/culture
promoDons
on
the
Front
Range.
Community Contribution
12
Town
of
Vail
|
CSE
|
9/2/15
• Specific
site
layout
and
suggesDons
From
Lionshead
Merchants
help
improve
the
flow
of
the
event
and
the
parDcipaDon
from
merchants
year
aier
year.
• 27%
of
guests
return
to
view
the
Arts
FesDval
annually
to
enjoy
the
ambiance
of
the
Lionshead
area
with
a
steady
number
of
local
residents
visiDng
the
show
each
year.
• Family
Friendly
event
Topline Marketing Efforts
13
Town
of
Vail
|
CSE
|
9/2/15
Collateral:
CommemoraDve
FesDval
Poster,
PromoDonal,
Event
postcards,
Banners
-‐
Roundabout
banners,
street
banners,
and
tear
drop
Newspaper
adver>sing:
Vail
Daily
wrap
for
day
of
plus
1/2
and
full
page
ads
running
3
weeks
prior
to
event.
Radio
Adver>sing:
Radio
spots
and
interviews
on
local
radio
staDons
running
3
weeks
prior
to
event.
Includes
addiDonal
promoDon
through
radio
staDon’s
FB
page
Digital
Adver>sing:
Vail
Daily
Digital
Ads,
Search
RetargeDng
&
Site
RetargeDng,
online
calendar
lisDngs
Social
media:
Facebook
and
TwiLer
posDngs
featuring
arDsts
and
imagery
PR:
Press
Release
distribuDon
via
PR
Newswire
&
Journalist
Service
in
Denver
mkt..
Resulted
in
405
views
and
found
on
232
websites.
Sustainability Efforts
14
Town
of
Vail
|
CSE
|
9/2/15
• Canvas
shopping
bags
were
available
at
merchandise
tent,
no
plasDc
bags
were
used.
• Banners
and
signs
were
re-‐used
from
the
past.
• 2015
direcDonal
signage
is
reusable
in
future
years
The
Town
of
Vail
is
commi0ed
to
the
stewardship
and
protec5on
of
our
unique
mountain
environment.
In
considera5on
of
both
our
local
and
global
impacts
and
opportuni5es,
our
environmental
vision
is
to
demonstrate
and
promote:
renewable
energy,
resource
efficiency,
ecosystem
protec5on,
and
community
awareness
and
educa5on.
Event Budget
15
Town
of
Vail
|
CSE
|
9/2/15
• Total
event
budget:
$
47,771
• CSE
funds:
$10,000
• Profit
and
loss:
$1,009
profit
• Funding
uDlizaDon:
Event
branding
and
collateral
&
town
permiwng
• In-‐kind
sponsorship:
$4,000
• Cash
sponsorship:
$1,000
* Event producer to attach detailed budget for recap
Additional Information
16
Town
of
Vail
|
CSE
|
9/2/15
• Detailed
budget
aLached
PDF
• MarkeDng
Material
Examples
aLached
PDF
AddiDonal
documents
aLached
to
presentaDon:
2014 Vail Arts Festival Budget
Revenues
TOV Sponsorship $10,000
Artist Fees 37,350
Merchandise sales 421
TOTAL $47,771
Expenses
Advertising/Promotions $ 9,100 19%
Printing/posters/brochures
Newspaper ads/insert
Radio ads
Event supplies
8,562 18%
Street banners
Event banners/signage
Decor
Merchandise
Children's Creative Kingdom
Operating Expenses
12,575 26%
Entertainment/Roving, musical
Lodging
Equipment rental
Website development
Artist application website
Activation-New Programs
Town of Vail Business License Fees
3,800 8%
Security
1,850 3%
Private
Administrative Expenses
25%
Permits
Labor
11,875
Insurance
TOTAL
$47,7632
2015
VAF
Collateral
Street
Banner
(4’x18’)
Print
Ad
(various
sizes)
Promo
Poster
(11”x17”)
POS
Postcard
(4”x6”)
Digital
Ads
(various
sizes)
ARTIST BOOTH GUIDEARTIST BOOTH GUIDE
Vicki Barrett Megan Bassett Andrea BlindGreg Barnes Jodie Bliss David Bolin
Jan Bushart Louis Cantillo Tom Clements
Carol & JeannieClinkenbeard Dan Dietrich Gretchen Dobbels Mike Dwyer Alexander Forsythe
George & LennaGountanis
Justin Greshko Barbara Holloway
Busarin Kittichareonsup
Doug Tomlinson
David Mayhew Sam Mayhob
202 22e 51 404
Marvin BlackmoreFritz Anders
15 3
Betsy Bracken Gary Burditt Danny Bushart
49 50 40 301/302
Tom Clements
22c
Vickie Deane
26b
Yoram Gal Randy Gallagher Michael George Luis Gonzalez Sarah Good
Ben Foster
Ben Foster
David Farquhar
56
203
Doug Fountain
Guilloume Guilloume
37–38 37–38
Jason Pavalonis Jason Pavalonis
Weldon Lee
9b
Julie Leidel
22d
Holly ManneckDavid & CarolynLevy Armik Malekain
401
Stanley Levinson
Pat KananHanan Ingel MonteTrumbull Josh Udesen
44
Autumn Warner Autumn Warner
52
Paulette Ohnstad Lucia PasquinelliPatricia McLernon Kevin O’Grady
Michelle Henzel
201
Becky Lecy
Sophia Martin
20
Brett Matarazzo
Brittain Roberts Brittain Roberts
21
Cheyenne Rouse Doug RoyKimberly Reed Marjorie Risk
Michelle Welch
1a
Matthew Sievers Charles Sherman Philip Smith
Jenna Brawley
27
Douglas Wodark
11
Jessica Wright
48
Artists listed alphabetically by last name, left to right, by row.
Booth map subject to change
Anthony Grant
7b
= Commemorative Artist = Featured Artist
Nancy Wylie
Tim Zandee Diana Zombola
23a, 23b
Tim Zandee
301
7
www.VailArtsFestival.comFacebook.com/VailArtsFestival
boarding pass
North
11
12
5a 7b5b
15
16
11
10
9a
17
1321
20
19
18
252627
24
25
26c26e 26d
26b
26a
58a
401 402 403 404
101
102
103
404
301
302
303
304
27
37 38
41
40
39
42
43
201
20
2
203
204
44
45
46
47
48
49
50
51
52
53
54
55
56
61 67
6
860
62
63
64
65
66
57
2 1
3
4
6b
6a
7 8a8b9b
To I-70
To Lionshead Gondola
Ic
e
R
i
n
k
Vail Chophouse
Blue M
o
o
s
e
Quicksilver
Arrabelle
Burton
To El Sabor
To Parking Structure
EVENTINFO
Garfinkels
Lift Ticket Office
STAGE
KID’S CREATIVEKINGDOM
28 23b23a
22
a
22b
22
c
5859
1
4
a
1
4
b
C
24 9a
19
26e 22a 61 45 26c
26d 21 5a 65 62 54
14a
Gregory Sievers
18
Dan Sawusch Dan SawuschFi Rust Melody Sauceda
Gregory Sievers
57
Matthew Sievers
Steve Taylor
204
Holly Stults
Cheryl & SteveWard
44
Corinne Van der Ploeg
Rick WinklerJacquelineWetzel Phllips
401
42
303
10 25
4741 22b 13 63 60
53 4 58a 5b 46 39
14b 44 67 16
43
26a 402 8a/8b
18 5717 17 6a 58/59
44 66
55 104 1/2
28
101/102 101/102
Friday, June 26: 10am - 5pm
Saturday, June 27: 10am - 5pm
Sunday, June 28: 10am - 4pmJUNE 26-28
Lionshead Mall / Arrabelle Square
8a/8b
12
57 57
6b
23a, 23b
441/2
301/302