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HomeMy WebLinkAbout2015 Vail Jazz RecapSurveyed Event Recap: Vail Jazz Festival October 7, 2015 Office: 970.479.6146 Mobile:970.471.0021 Web: vailjazz.org Email: robin@vailjazz.org Vail Jazz Festival: June 28 –Sept. 7, 2015 2Town of Vail | CSE | 10.7.15 Attendance Estimate 3 22,500 attendees at 2015 Vail Jazz Festival 59 events •33 FREE events •26 ticketed events •admission charge varies: $15 to $75 per event 68% of summer attendees have attended previous Vail Jazz events Town of Vail | CSE | 10.7.15 Visitor Type 4Town of Vail | CSE | 10.7.15 ●Highly educated attendees with over 50% holding graduate degrees ●Vail Jazz drives overnight guests, particularly during the Vail Jazz Party ●from all over US, with focus on CO 50%, CA 11%, NY, IL, FL, plus England, Mexico (primary international markets) 52% 1%4% 43% Level of Education post-grad high school some college / trade school college 0% 20% 40% 60% 80% seasonal resident overnight full time resident day visitor Residence Vail Jazz @ Vail Square Vail Jazz Party Overall Visitor Profile 5 •very affluent (66% earn over $100K) •more than 25% make over $250K Town of Vail | CSE | 10.7.15 GOAL: attract younger demographic OUTCOME: 57% between target of 36-65 yrs •Focus on attracting young families, target age 30-55, with social media, online advertising, activities that attract young families 10% 5% 21% 31% 24% 9% Age Profile under 35 36-45 46-55 56-65 66-75 over 75 7% 27% 40% 26% Income of Attendees under $50k $50-99k $100-249k $250k Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only 6 •78% of attendees stayed in paid lodging •81% of attendees stayed in Vail •Lodging specials at area hotels (Antlers, Lodge at Lionshead, Vail Spa, Montanaros, Marriott, Landmark, others) •Featured property in each week’s enewsletter to 5000+ addresses Town of Vail | CSE | 10.7.15 20% 58% 16% 6% Length of Stay 1-2 days 3-5 days 6-7 days 8 or more days Role/Importance of event in intent to Visit Vail 7 “How important was Vail Jazz in your decision to come to Vail today?” Vail Jazz Festival attendees 60% Vail Jazz Party attendees 82% (100% –main reason for visit to Vail) In 2016, Vail Jazz plans to partner with more lodges for packages and promotional specials, to attract more event-driven visitors. Town of Vail | CSE | 10.7.15 NPS (Net Promoter Score) & Likelihood to Recommend 8 Net Promoter’s Score: 87 represents extremely high level of satisfaction from attendees Consistent data for Vail Jazz @ Vail Square and Vail Jazz Party Town of Vail | CSE | 10.7.15 “More genres than I had ever imagined” “The variety of music found in jazz is opening my mind to enjoying the music even more” “I had never been to a totally jazz festival and loved being with dedicated jazz fans in such an intimate setting. Jazz heaven” “Great as is! If it ain’t broke, don’t fix it! Perfect size!”0 50 100 150 Net Promoter Score "detractor" (0-6) "passive" (7- 8) Estimated Return on Investment (ROI) & Attendee Expenditures 9Town of Vail | CSE | 10.7.15 Vail Jazz Festival estimated ROI on 58 Vail events* *documentation provided 2015 Event funding $72,000 Direct Impact to TOV $1,902,914 Economic impact payback ratio $25.43 Va i l J a z z P a r t y R O I Va i l J a z z Fe s t i v a l R O I Vail Brand Compatibility The Premier International Mountain Resort Community 10 Vail Jazz brings the world’s most celebrated jazz talent to Vail: Tony DeSare: contemporary cabaret pianist and singer Hiromi: an internationally acclaimed jazz piano virtuoso, group included Anthony Jackson (Paul Simon, Steely Dan, Chick Corea) and Steve Smith (Toto, The Who, Journey) Gregory Porter: winner of 2014 GRAMMY for Best Vocal Jazz Album Vail Jazz produces events that compliment Vail’s main public centers: Vail Jazz @ The Market: held at the bustling epicenter of the Vail Farmers’ Market Vail Jazz Club Series: held in the heart of Vail Village at the Lodge at Vail’s Cucina Vail Jazz @ Vail Square and the Vail Jazz Party:held in Lionshead’s premiere space for public engagement and community activity: Vail Square Town of Vail | CSE | 10.7.15 Event Strengths & Weaknesses 11 Exceeded expectations: Increased attendance •Sold out 4 of 10 Vail Jazz @ Vail Square performances (capacity 400 seats) •Tent consistently overflowing at Vail Farmers’ Market (10 weeks) •Sold out 4 of 11 sessions at the Vail Jazz Party (Labor Day Weekend) •Sold out Benefit Dinner with 225 attendees Diversified programming •Concerted effort was made to diversify and increase the level of talent at all Vail Jazz performances. •Increased investment produced greater attendance and greater customer satisfaction. Creative partnerships with Colorado organizations •Women’s Foundation of Colorado, Vail Valley Foundation (Hot Summer Nights), KZYR 97.9 The Zephyr (Riverwalk First Fridays) Increased ticket sales, contributions, ad sales and sponsorships Measures that could be taken for event improvement: Improve venues and attendee experience: •Enhanced production quality (lighting, venue ambiance) •Premium seating opportunities •Better protection from weather for outdoor venues Town of Vail | CSE | 10.7.15 Community Contribution 12 Vail Jazz Festival creates opportunities for accessible culture in inclusive spaces: •performances in centralized public places •relevant, entertaining artists that appeal to the community (especially with Vail Jazz @ Vail Square and Vail Jazz @ The Market) Vail Jazz Festival diversifies and elevates Vail’s cultural offerings: •features eclectic, entertaining artists that span the jazz genre Vail Jazz Festival activates Lionshead in a significant manner: •draws thousands to a generally underutilized area of Vail, truly showing off Lionshead in its best light (ex. restaurants full, businesses open and bustling crowds in Lionshead until late evening). Town of Vail | CSE | 10.7.15 Topline Marketing Efforts 13 •Rebranding of the organization •Complete website redesign, now responsive (vailjazz.org) •Elevated print materials and marketing collateral •Online media & content generation Town of Vail | CSE | 10.7.15 Online Marketing & Web Analytics 14Town of Vail | CSE | 10.7.15 vailjazz.org averaged 630 views per day over 2015 Labor Day weekend (Thursday 9/3 –Monday 9/7) mobile device usage has increased 60% from 2014 to 2015 (Jun 22 –Sep 1, 2014 vs. Jun 28 –Sep 7, 2015) Vail Jazz Festival snapshots, 2014 vs. 2015 (Jun 22 –Sep 1, 2014 vs. Jun 28 –Sep 7, 2015) Individual sessions:69% Users:74% Pageviews:80% Session duration:5% Bounce rate:8% Information and statistics generated from Google Analytics Reporting. Potential for Growth, Sponsorships & Media Exposure 15 •Larger sponsors this year than ever before •Thursday night tastings provide greater opportunity for beverage sponsors •Board of Directors has increased to 20 in the past year. Major focus in the next fiscal year is sponsorship, as well as national and community outreach •With efforts to continue elevating talent, Vail Jazz has become more attractive to corporations for both sponsorship and hospitality retreats Town of Vail | CSE | 10.7.15 Sustainability Efforts 16 •Vail Jazz utilizes a completely paper-free ticketing system •Vail Jazz partners with venues to produce environmentally conscious events •Recycling efforts expanded at Vail Square, Vail Marriott and Vail Farmers’ Market •Office recycling program Town of Vail | CSE | 10.7.15 Event Budget 17 •Total event budget: $329,570 •CSE funds: $72,000 •Profit and loss: $0 •Funding utilization: Artist fees and event production for Vail Jazz Festival performances •In-kind sponsorship: $142,357 •Cash sponsorship: $197,533 Detailed budget attached Town of Vail | CSE | 10.7.15 BUDGET YTD FY 15 8/31/15 Revenue Admissions $226,720 $191,950 Production Fees $6,000 $11,500 Sponsorship Fees $59,650 $61,300 Contributions $490,705 $442,372 Fund Raiser - net -$3,500 $12,641 Education $7,500 $16,000 Raffle/Auction-Net $28,300 $12,250 Merchandise Sales $7,500 $16,304 Program Ad Sales $30,200 $34,738 Advertising Allowance $7,000 $0 Interest Income $100 $92 Misc. Income $5,000 $7,068 Gain/Loss Securities Sales $0 $335 Total Revenue $865,175 $806,550 Expense Performances Labor Day Weekend $167,355 $87,228 Concerts $150,150 $141,000 Jams/Clubs/Producions $22,870 $21,458 Jazz at the Market $36,600 $33,481 Winter Series $18,065 $18,872 Total Performances $395,040 $302,038 Education Workshop $47,100 $26,859 School Programs $22,870 $18,630 Summer Programs $2,350 $1,900 Total Education $72,320 $47,389 Marketing Direct Mail $3,130 $1,801 Advertising $18,850 $8,609 Photo/Video $10,450 $3,800 Printing-General Marketing $850 $1,539 Marketing/PR Consultant $9,000 $1,773 Vail Jazz Foundation Budget Fiscal Year Ending October 31, 2015 Operating Results Fiscal Year to Date 8-31-15 Poster $350 $447 Total Marketing $42,630 $17,968 Promotion $6,300 $10,364 Information Technology $3,420 $1,155 Fund Raising $16,830 $715 Administration Accounting $12,000 $0 Bank Charges $14,500 $9,937 Employee Benefits-Med Reimb $12,640 $8,892 Independent Contractor Fees $2,000 $7,665 Payroll Expense $203,520 $163,816 Rent $12,000 $10,257 Administration - Other $19,717 $13,520 Total Administration $276,377 $214,086 Total Expense $812,917 $593,715 SURPLUS $52,258 $212,835 Event Revenue Admissions $226,720 Production Fees $6,000 Sponsorship Fees $59,650 Program Ad Sales $30,200 Advertising Allowance $7,000 Total Revenue $329,570 Event Expenses Performance - Artistic $221,500 Performance - Production $155,475 Marketing $42,630 Promotion $6,300 Administration-allocation of overhead$145,000 Total Expense $570,905 Deficit ($241,335) Contributions $241,335 Net $0 Vail Jazz Foundation Vail Jazz Festival Event Budget Fiscal Year 2015 Assets Current Assets Cash $457,198 Deposits $4,262 Merchandise for Sale $4,783 Total Current Assets $466,243 Fixed Assets Personal Property-net of deprec.$5,280 Total Fixed Assets $5,280 Total Assets $471,523 Liablities Current Liabilities Payroll Tax Payable $1,363 Other Liabilities $1,304 Total Current Liabilites $2,667 Total Liabilities $2,667 Net Worth Prior Years' Surplus $264,021 Current Year's Surplus $204,835 Net Worth $468,856 Total Net Worth and Liabilites $471,523 Vail Jazz Foundation Balance Sheet August 31, 2015 Attendees total attendees per series per event attendance # of events methodology per person spending per event spending per event total spending Vail Jazz @ Sweet Basil 1250 125 10 125 seat restaurant; full every week $75 $9,375 $93,750 Vail Jazz Club Series 500 125 4 124 seats, sold out events each week $40 $5,000 $20,000 Vail Jazz @ The Market 6500 650 10 3 sets of music; seating of 75 turns with each set plus attendees standing around perimeter $35 $22,750 $227,500 Vail Jazz @ Vail Square 8000 800 10 400 seats in tent plus café seating and attendees around perimeter of tent $50 $40,000 $400,000 lodging for Vail Square guests 800 factor in 10% of attendees $225 $180,000 Vail Jazz Party 3500 500 7 7 sessions of music with 500 attendees each plus 3 late night jams (jam attendees included in count) RRC provided $655,074 Hot Summer Nights Collaboration 2000 2000 1 Amphitheater at capacity $20 $40,000 $40,000 Benefit Dinner 225 225 1 sold out event $50 $11,250 $11,250 Summer Ticket Sales 26 tickets sold for all summer events $200,000 Vail Jazz retail sales $26,000 2015 VAIL JAZZ ATTENDANCE 59 events Jammin' Jazz Kids 340 85 4 parents of participants $25 $8,500 $8,500 Vail Jazz Workshop 12 12 10 days 12 students from around the US attend 10-day jazz intensive in conjunction with Vail Jazz Party $5 $600 $600 Instructors 6 6 10 days misc spending during residency $18 $1,080 Artists 225 artists and their families who attend / participate in the events $100 $22,500 $22,500 Artist lodging 140 Vail Jazz Party $119 $16,660 $16,660 TOTALS 22558 $1,902,914 ROI on TOV investment $25.43 Affiliated Individuals Youth Go to this reporthttp://vailjazz.org ­ http://vailjazz.org vailjazz.org Jun 28, 2015 ­Sep 7, 2015 Compare to: Jun 22, 2014 ­Sep 1, 2014Audience Overview Jun 28, 2015 ­ Sep 7, 2015 Jun 22, 2014 ­ Sep 1, 2014 % Change Jun 28, 2015 ­ Sep 7, 2015 Jun 22, 2014 ­ Sep 1, 2014 % Change Jun 28, 2015 ­ Sep 7, 2015 Jun 22, 2014 ­ Sep 1, 2014 % Change City Sessions % Sessions 1.Denver  3,448 14.54%  1,822 12.95%  89.24%12.25% 2.Vail  3,366 14.19%  2,662 18.92%  26.45%­25.00% 3.Dallas  1,348 5.68%  100 0.71%  1,248.00%699.58% 4.Edwards Overview Jun 28, 2015 ­ Sep 7, 2015 Jun 22, 2014 ­ Sep 1, 2014 Jun 28, 2015 ­ Sep 7, 2015: Sessions Jun 22, 2014 ­ Sep 1, 2014: Sessions Ju…Jul 13 Jul 27 Aug 10 Aug 24 500500500 1,0001,0001,000 Sessions 68.59% 23,717 vs 14,068 Users 74.46% 17,711 vs 10,152 Pageviews 79.82% 67,667 vs 37,630 Pages / Session 6.66% 2.85 vs 2.67 Avg. Session Duration 4.61% 00:02:06 vs 00:02:00 Bounce Rate ­8.26% 38.71% vs 42.20% % New Sessions 6.67% 71.77% vs 67.28% New Visitor Returning Visitor 28.2% 71.8% 32.7% 67.3% All Sessions +0.00% Jun 28, 2015 ­ Sep 7, 2015 Jun 22, 2014 ­ Sep 1, 2014 % Change Jun 28, 2015 ­ Sep 7, 2015 Jun 22, 2014 ­ Sep 1, 2014 % Change Jun 28, 2015 ­ Sep 7, 2015 Jun 22, 2014 ­ Sep 1, 2014 % Change Jun 28, 2015 ­ Sep 7, 2015 Jun 22, 2014 ­ Sep 1, 2014 % Change Jun 28, 2015 ­ Sep 7, 2015 Jun 22, 2014 ­ Sep 1, 2014 % Change Jun 28, 2015 ­ Sep 7, 2015 Jun 22, 2014 ­ Sep 1, 2014 % Change Jun 28, 2015 ­ Sep 7, 2015 Jun 22, 2014 ­ Sep 1, 2014 % Change 4.Edwards  584 2.46%  240 1.71%  143.33%44.34% 5.(not set)  580 2.45%  0 0.00%  100.00%100.00% 6.New York  496 2.09%  225 1.60%  120.44%30.76% 7.Los Angeles  343 1.45%  224 1.59%  53.12%­9.17% 8.Aurora  305 1.29%  208 1.48%  46.63%­13.02% 9.Colorado Springs  298 1.26%  824 5.86%  ­63.83%­78.55% 10.Breckenridge  267 1.13%  233 1.66%  14.59%­32.03% © 2015 Google