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Home My WebLink About2015 Vail Oktoberfest RecapSurveyed Event Recap: Vail Oktoberfest™ November 4, 2015 Vail Oktoberfest: September 11-13 & 18-20, 2015 Office: 970.476.6797 x702 Mobile: 970.331.5312 jamesd@gohighline.com 2"Town"of"Vail""|""CSE""|""11/4/15! Attendance Estimate 3"Town"of"Vail""|""CSE""|""11/4/15" • How"would"you"impact"a=endance"next"year?" • ConBnue"to"lean"in"to"Event"Partnerships," whether"media"or"other"partnership" category"to"uBlize"their"reach"and"unique" exposure"opportuniBes"through"PR,"Social" Media"and"variety"of"collaboraBon" opportuniBes." • Consider"addiBonal"signage"within"the" Farmer’s"Market,"if"allowed,"to"direct"traffic" to"Vail"Oktoberfest."Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor to the region Seasonal resident of Vail Valley 0% 20% 40% P e r c e n t R e s p o n d i n g 21%20% 12% 44% 3% Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Female Male State/Country Colorado Florida Texas Kansas Missouri Louisiana 18% 27% 22% 33% 1% 6% 30% 23% 18% 16% 5% 1% 51% 49% 82% 4% 1% 1% 1% 1% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 9.3K Attendance Estimate Are you staying:In paid lodging In a vacation home/times.. With friends/family who l.. Other How many people are staying in your accommodations unit? Myself only 2 3 4 5 6 or more Nights in the area this trip 1 2 3 - 5 6 - 8 9 - 14 15 or more Where are your lodging accommodations located? Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 78% 12% 9% 0% 3% 60% 12% 17% 0% 8% 28% 40% 20% 11% 0% 2% 74% 14% 3% 2% 5% 3% 0% Nightly Rate (if Paid) Average: $263 Median: $250 Overnight Visitor Profile 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40% 60% 80% 100% P e r c e n t R e s p o n d i n g 18%3%4%3%0%5%5%5%3%2% 52% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ] 70% 14%16% 55% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Other items, excluding lodging Recreation (golf, bike rental, entry fees, etc.) $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D .. $155 $75 $33 $18 $16 $12 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $32.10 $1,444,713.82 $45,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Oktoberfest, September 11 - 13, 18 - 20 Survey technique: Intercept. Overall sample size: 148. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 44. Overnight only Average Overall Day visitor Full-time resident of Town of Vail Full-time downvalley resident Seasonal resident of Vail Valley Overnight visitor 5.2 5.5 7.5 8.3 8.5 6.8Overall Visitor Type 4"Town"of"Vail""|""CSE""|""11/4/15" • Was"this"the"visitor"type"split"you"expected?"Yes."" • Why"or"why"not?"Please"explain."The"variety"of"desBnaBon"vs."locals"is"spot"on."We" anBcipate"that"Lionshead"Oktoberfest"is"predominantly"desBnaBon"with"fewer"locals" than"Vail"Village." • What"steps"would"you"take"to"opBmize"visitor"mix?"ConBnue"efforts"to"inform/ collaborate"with"area"lodging"community"with"informaBon"and"conBnue"to"grow"social" channels." Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor to the region Seasonal resident of Vail Valley 0% 20% 40% P e r c e n t R e s p o n d i n g 21%20% 12% 44% 3% Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Female Male State/Country Colorado Florida Texas Kansas Missouri Louisiana 18% 27% 22% 33% 1% 6% 30% 23% 18% 16% 5% 1% 51% 49% 82% 4% 1% 1% 1% 1% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days 9.3K Attendance Estimate Are you staying:In paid lodging In a vacation home/times.. With friends/family who l.. Other How many people are staying in your accommodations unit? Myself only 2 3 4 5 6 or more Nights in the area this trip 1 2 3 - 5 6 - 8 9 - 14 15 or more Where are your lodging accommodations located? Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 78% 12% 9% 0% 3% 60% 12% 17% 0% 8% 28% 40% 20% 11% 0% 2% 74% 14% 3% 2% 5% 3% 0% Nightly Rate (if Paid) Average: $263 Median: $250 Overnight Visitor Profile 0: None, I would have come to Vail anyway 12 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40% 60% 80% 100% Percent Responding 18%3%4%3%0%5%5%5%3%2% 52% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% Percent Responding [0=Not at all likely,10=Extremely likely] 70% 14%16% 55% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Other items, excluding lodging Recreation (golf, bike rental, entry fees, etc.) $0 $100 $200 Economic Impact per Attendee-D.. $155 $75 $33 $18 $16 $12 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $32.10 $1,444,713.82 $45,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Oktoberfest, September 11 - 13, 18 - 20 Survey technique: Intercept. Overall sample size: 148. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 44. Overnight only Average Overall Day visitor Full-time resident of Town of Vail Full-time downvalley resident Seasonal resident of Vail Valley Overnight visitor 5.2 5.5 7.5 8.3 8.5 6.8Overall Overall Visitor Profile 5"Town"of"Vail""|""CSE""|""11/4/15" • Who"was"your"anBcipated"target" demographic?"71%"of"a=endees"have"a" HHI"over"$75,000"and"46%"having"a"HHI" over"$100,000"|"Female"60%"::"Male"40%" |Average"Age:"43"" • Did"you"reach"your"target"demographic?" Why"or"why"not?"Similar."The"income"was" similar"while"the"average"age"skewed" younger." • What"would"you"change"to"reach"that" audience"next"year?"ConBnue"efforts"to" inform/collaborate"with"area"lodging" community"with"informaBon"and"conBnue" to"grow"social"channels." Day visitorto Vail Full-timedownvalleyresident Full-timeresident ofTown of Vail Overnightvisitor to theregion Seasonalresident ofVail Valley0%20%40%Percent Responding 21%20%12%44%3%Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Female Male State/Country Colorado Florida Texas Kansas Missouri Louisiana 18% 27% 22% 33% 1% 6% 30% 23% 18% 16% 5% 1% 51% 49% 82% 4% 1% 1% 1% 1% Overall Visitor Profile 0K10K20K30K40K50KAttendee-Days9.3KAttendance Estimate Are you staying:In paid lodging In a vacation home/times.. With friends/family who l.. Other How many people are staying in your accommodations unit? Myself only 2 3 4 5 6 or more Nights in the area this trip 1 2 3 - 5 6 - 8 9 - 14 15 or more Where are your lodging accommodations located? Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 78% 12% 9% 0% 3% 60% 12% 17% 0% 8% 28% 40% 20% 11% 0% 2% 74% 14% 3% 2% 5% 3% 0% Nightly Rate (if Paid) Average: $263 Median: $250 Overnight Visitor Profile 0: None, Iwould havecome to Vailanyway12345: Half myreason forcoming toVail 6 7 8 9 10: My onlyreason forcoming toVail0%20%40%60%80%100%Percent Responding18%3%4%3%0%5%5%5%3%2%52%Importance of Event in Decision to Visit Vail TodayPromoterPassive Detractor NPS10%20%30%40%50%60%70%80%90%Percent Responding [0=Not at alllikely,10=Extremely likely]70%14%16%55%Likelihood of Recommending Event to a Friend or Family MemberTotalRestaurants/Bars/Prepared FoodVendorsShopping Lodging Other items,excluding lodging Recreation (golf,bike rental, entryfees, etc.) $0 $100 $200 Economic Impact per Attendee-D.. $155 $75 $33 $18 $16 $12 Direct Economic Impact to TOV per Attendee-Day2015 Event fundingDirect economic impact to TOVEconomic impact payback ratio$32.10$1,444,713.82$45,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Oktoberfest, September 11 - 13, 18 - 20 Survey technique: Intercept. Overall sample size: 148. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 44. Overnight only AverageOverallDay visitorFull-time resident of Town of VailFull-time downvalley residentSeasonal resident of Vail ValleyOvernight visitor 5.25.57.58.38.56.8Overall Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6"Town"of"Vail""|""CSE""|""11/4/15" • What"measures"did"you"take"to" incenBvize"a=endees"to"book"lodging" in"the"Town"of"Vail?" • We"worked"with"a"lodging" partners,"Sonnenalp"Hotel"and" Vail"Marrio=,"who"ran"a"specific" package"that"was"including"in"PR" and"MarkeBng"Efforts."Sonnenalp" was"100%"occupied"weekend"2." • Work"with"area"lodging" community"to"provide"event" assets"providing"them"the" opportunity"to"promote." • LisBng"on"vail.com" " Day visitorto Vail Full-timedownvalleyresident Full-timeresident ofTown of Vail Overnightvisitor to theregion Seasonalresident ofVail Valley0%20%40%P e r c e n t R e s p o n d i n g 21%20%12%44%3%Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Female Male State/Country Colorado Florida Texas Kansas Missouri Louisiana 18% 27% 22% 33% 1% 6% 30% 23% 18% 16% 5% 1% 51% 49% 82% 4% 1% 1% 1% 1% Overall Visitor Profile 0K10K20K30K40K50KAttendee-D a y s 9.3KAttendance Estimate Are you staying:In paid lodging In a vacation home/times.. With friends/family who l.. Other How many people are staying in your accommodations unit? Myself only 2 3 4 5 6 or more Nights in the area this trip 1 2 3 - 5 6 - 8 9 - 14 15 or more Where are your lodging accommodations located? Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 78% 12% 9% 0% 3% 60% 12% 17% 0% 8% 28% 40% 20% 11% 0% 2% 74% 14% 3% 2% 5% 3% 0% Nightly Rate (if Paid) Average: $263 Median: $250 Overnight Visitor Profile 0: None, Iwould havecome to Vailanyway 1 2 3 4 5: Half myreason forcoming toVail 6 7 8 9 10: My onlyreason forcoming toVail0%20%40%60%80%100%P e r c e n t R e s p o n d i n g 18%3%4%3%0%5%5%5%3%2%52%Importance of Event in Decision to Visit Vail TodayPromoter Passive Detractor NPS10%20%30%40%50%60%70%80%90%P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ]70%14%16%55%Likelihood of Recommending Event to a Friend or Family MemberTotalRestaurants/Bars/Prepared Food Vendors Shopping Lodging Other items, excluding lodging Recreation (golf,bike rental, entry fees, etc.) $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D .. $155 $75 $33 $18 $16 $12 Direct Economic Impact to TOV per Attendee-Day2015 Event fundingDirect economic impact to TOVEconomic impact payback ratio $32.10$1,444,713.82$45,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Oktoberfest, September 11 - 13, 18 - 20 Survey technique: Intercept. Overall sample size: 148. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 44. Overnight only AverageOverallDay visitorFull-time resident of Town of VailFull-time downvalley residentSeasonal resident of Vail ValleyOvernight visitor 5.25.57.58.38.56.8Overall Role/Importance of Event in Intent to Visit Vail 7"Town"of"Vail""|""CSE""|""11/4/15" • What"acBons"did"you"take"this"year"to"generate"the"number"of"overnight" guests?"Two"weekends"of"acBon"in"the"villages"when"guests"can"enjoy"the" leaves,"hiking,"biking"and"more"make"these"packaged"into"great"weekends" for"guests"to"choose"Vail"over"other"areas."" • How"would"you"increase"the"number"of"overnight"Vail"guests"coming"for" the"event"next"year?"ConBnue"to"work"with"partners"to"expand"the"social" reach"and"overall"event"exposure"through"lodging"packages"etc."" " Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor to the region Seasonal resident of Vail Valley 0% 20% 40% P e r c e n t R e s p o n d i n g 21%20% 12% 44% 3% Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Female Male State/Country Colorado Florida Texas Kansas Missouri Louisiana 18% 27% 22% 33% 1% 6% 30% 23% 18% 16% 5% 1% 51% 49% 82% 4% 1% 1% 1% 1% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 9.3K Attendance Estimate Are you staying:In paid lodging In a vacation home/times.. With friends/family who l.. Other How many people are staying in your accommodations unit? Myself only 2 3 4 5 6 or more Nights in the area this trip 1 2 3 - 5 6 - 8 9 - 14 15 or more Where are your lodging accommodations located? Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 78% 12% 9% 0% 3% 60% 12% 17% 0% 8% 28% 40% 20% 11% 0% 2% 74% 14% 3% 2% 5% 3% 0% Nightly Rate (if Paid) Average: $263 Median: $250 Overnight Visitor Profile 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40% 60% 80% 100% P e r c e n t R e s p o n d i n g 18%3%4%3%0%5%5%5%3%2% 52% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ] 70% 14%16% 55% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Other items, excluding lodging Recreation (golf, bike rental, entry fees, etc.) $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D .. $155 $75 $33 $18 $16 $12 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $32.10 $1,444,713.82 $45,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Oktoberfest, September 11 - 13, 18 - 20 Survey technique: Intercept. Overall sample size: 148. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 44. Overnight only Average Overall Day visitor Full-time resident of Town of Vail Full-time downvalley resident Seasonal resident of Vail Valley Overnight visitor 5.2 5.5 7.5 8.3 8.5 6.8Overall NPS (Net Promoter Score)/Likelihood to Recommend 8"Town"of"Vail""|""CSE""|""11/4/15" • Do"you"think"the"NPS"scores"reflect"the"a=endee"event"experience?"We"expected"it"to"be" higher."We"weren’t"provided"with"comments"that"reflect"the"above"NPS." • What"steps"would"you"take"to"improve"the"NPS"scores"for"your"event"next"year?"ConBnue" to"focus"on"bringing"topfnotch"entertainment"and"enjoyable"contests"to"""""""""""""""""""""""""" keep"the"guests"interested"in"a=ending"the"event"mulBple"days"and"see"""""""""""""""""""""""""" more"local"restaurants"get"involved.""""""""""""""""""""""""""""""""""""""""""""" " Day visitorto Vail Full-timedownvalleyresident Full-timeresident ofTown of Vail Overnightvisitor to theregion Seasonalresident ofVail Valley0%20%40%P e r c e n t R e s p o n d i n g 21%20%12%44%3%Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Female Male State/Country Colorado Florida Texas Kansas Missouri Louisiana 18% 27% 22% 33% 1% 6% 30% 23% 18% 16% 5% 1% 51% 49% 82% 4% 1% 1% 1% 1% Overall Visitor Profile 0K10K20K30K40K50KAttendee-D a y s 9.3KAttendance Estimate Are you staying:In paid lodging In a vacation home/times.. With friends/family who l.. Other How many people are staying in your accommodations unit? Myself only 2 3 4 5 6 or more Nights in the area this trip 1 2 3 - 5 6 - 8 9 - 14 15 or more Where are your lodging accommodations located? Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 78% 12% 9% 0% 3% 60% 12% 17% 0% 8% 28% 40% 20% 11% 0% 2% 74% 14% 3% 2% 5% 3% 0% Nightly Rate (if Paid) Average: $263 Median: $250 Overnight Visitor Profile 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40% 60% 80%100% P e r c e n t R e s p o n d i n g 18%3%4%3%0%5%5%5%3%2% 52% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ] 70% 14%16% 55% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Other items, excluding lodging Recreation (golf, bike rental, entry fees, etc.) $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D .. $155 $75 $33 $18 $16 $12 Direct Economic Impact to TOV per Attendee-Day 2015 Event fundingDirect economic impact to TOVEconomic impact payback ratio $32.10$1,444,713.82$45,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Oktoberfest, September 11 - 13, 18 - 20 Survey technique: Intercept. Overall sample size: 148. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 44. Overnight only AverageOverall Day visitor Full-time resident of Town of Vail Full-time downvalley resident Seasonal resident of Vail Valley Overnight visitor 5.2 5.5 7.5 8.3 8.5 6.8Overall Estimated Return on Investment (ROI) & Attendee Expenditures 9"Town"of"Vail""|""CSE""|""11/4/15" • What"did"your"event"do"to"encourage"spending" in"Vail?" • The"event"hours,"lack"of"entrance"fee"and" openfair"venues"are"designed"so"that" guests"can"come"and"go"and"enjoy"a" variety"of"what"Vail"has"to"offer." • The"retailers"that"adverBse"their" promoBons"are"end"of"season"sales"benefit" from"this"spending"crowd."" " " Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor to the region Seasonal resident of Vail Valley 0% 20% 40% P e r c e n t R e s p o n d i n g 21%20% 12% 44% 3% Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Female Male State/Country Colorado Florida Texas Kansas Missouri Louisiana 18% 27% 22% 33% 1% 6% 30% 23% 18% 16% 5% 1% 51% 49% 82% 4% 1% 1% 1% 1% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days 9.3K Attendance Estimate Are you staying:In paid lodging In a vacation home/times.. With friends/family who l.. Other How many people are staying in your accommodations unit? Myself only 2 3 4 5 6 or more Nights in the area this trip 1 2 3 - 5 6 - 8 9 - 14 15 or more Where are your lodging accommodations located? Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 78% 12% 9% 0% 3% 60% 12% 17% 0% 8% 28% 40% 20% 11% 0% 2% 74% 14% 3% 2% 5% 3% 0% Nightly Rate (if Paid) Average: $263 Median: $250 Overnight Visitor Profile 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40% 60% 80% 100% Percent Responding 18%3%4%3%0%5%5%5%3%2% 52% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% Percent Responding [0=Not at all likely,10=Extremely likely] 70% 14%16% 55% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Other items, excluding lodging Recreation (golf, bike rental, entry fees, etc.) $0 $100 $200 Economic Impact per Attendee-D.. $155 $75 $33 $18 $16 $12 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $32.10 $1,444,713.82 $45,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Oktoberfest, September 11 - 13, 18 - 20 Survey technique: Intercept. Overall sample size: 148. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 44. Overnight only Average Overall Day visitor Full-time resident of Town of Vail Full-time downvalley resident Seasonal resident of Vail Valley Overnight visitor 5.2 5.5 7.5 8.3 8.5 6.8Overall Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor to the region Seasonal resident of Vail Valley 0% 20% 40% P e r c e n t R e s p o n d i n g 21%20% 12% 44% 3% Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Female Male State/Country Colorado Florida Texas Kansas Missouri Louisiana 18% 27% 22% 33% 1% 6% 30% 23% 18% 16% 5% 1% 51% 49% 82% 4% 1% 1% 1% 1% Overall Visitor Profile 0K 10K 20K 30K 40K50K A t t e n d e e -D a y s 9.3K Attendance Estimate Are you staying:In paid lodging In a vacation home/times.. With friends/family who l.. Other How many people are staying in your accommodations unit? Myself only 2 3 4 5 6 or more Nights in the area this trip 1 2 3 - 5 6 - 8 9 - 14 15 or more Where are your lodging accommodations located? Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 78% 12% 9% 0% 3% 60% 12% 17% 0% 8% 28% 40% 20% 11% 0% 2% 74% 14% 3% 2% 5% 3% 0% Nightly Rate (if Paid) Average: $263 Median: $250 Overnight Visitor Profile 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40% 60% 80% 100% P e r c e n t R e s p o n d i n g 18%3%4%3%0%5%5%5%3%2% 52% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ] 70% 14%16% 55% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Other items, excluding lodging Recreation (golf, bike rental, entry fees, etc.) $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D .. $155 $75 $33 $18 $16 $12 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $32.10 $1,444,713.82 $45,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Oktoberfest, September 11 - 13, 18 - 20 Survey technique: Intercept. Overall sample size: 148. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 44. Overnight only Average Overall Day visitor Full-time resident of Town of Vail Full-time downvalley resident Seasonal resident of Vail Valley Overnight visitor 5.2 5.5 7.5 8.3 8.5 6.8Overall Vail Brand Compatibility The!Premier!Interna-onal!Mountain!Resort!Community! 10"Town"of"Vail""|""CSE""|""11/4/15" The"event"met"the"standard"of"excellence"by:" • Vail"Oktoberfest"creates"a"space"and"place"for"the"Vail"guest"to"enjoy" all"that"the"mountain"has"to"offer"during"these"primary"autumn"weeks" and"bring"them"into"town"for"a"celebraBon"of"the"season." • IncorporaBng"a"variety"of"lifestyle"elements"including"Fall"culinary," music,"athleBc"and"community"aspects." • High"quality"partnerships"of"Vail"Oktoberfest"meet"the"needs"for" presenBng"a"worldfclass,"signature"Vail"event."" • The"event"atmosphere"is"carefully"crahed"so"that"guests"can"take"in"the" architecture"of"the"area,"enjoy"siing"and"meeBng"new"people"while" taking"in"all"of"the"sights,"tastes"and"sounds." " Event Strengths & Weaknesses 11"Town"of"Vail""|""CSE""|""11/4/15" • Exceeded"expectaBons"in"these"ways:" • EsBmated"a=endance/visitors"in"Vail" during"the"weekends"of"Vail"Oktoberfest" was"of"the"biggest"yet"with"beauBful" weather"each"day." • Bavarian"food,"entertainment,"addiBonal" seaBng"and"overall"entertainment"was" very"well"received." • FesBve"and"well"mannered"audience." • Guests"once"again"had"the"opportunity"to" purchase"tokens"with"credit"cards"this" year." " Event Strengths & Weaknesses 12"Town"of"Vail""|""CSE""|""11/4/15" • Exceeded"expectaBons"in"these"ways:" • Highline"conBnues"to"look"for"ways"execute"with"a"very"clean"venue," meeBng"an"authenBc"look"and"high"quality"producBon"standards" including"tents"supplied"by"Highline,"pageantry"as"well"as"branding"that" complemented"the"venue"from"HackerfPschorr." • Partnerships"were"eliminated"that"conflicted"with"area"retailers." • Each"vendor"was"supplied"with"a"blue"or"white"tent"(and"blue"table"cloth)" to"create"consistency"and"a"sharp"look"and"feel"throughout"the"venue." • Restaurants"were"deterred"from"using"banners"to"further"maintain"a" clean"venue." " Event Strengths & Weaknesses 13"Town"of"Vail""|""CSE""|""11/4/15" • Measures"that"could"be"taken"for"event"improvement:"" • Highline"maintained"the"guest"seaBng"this"year"but"if"the"footprint" were"to"grow,"it"would"be"ideal"to"increase"the"seaBng"further." • ConBnue"to"pay"close"a=enBon"to"how"the"garbage"and"recycling"is" handled." • Aim"to"include"partners"that"are"relevant"to"Vail"in"Autumn"without" compeBng"with"retailers." Event Strengths & Weaknesses 14"Town"of"Vail""|""CSE""|""11/4/15" • For"repeat"event,"comparison"to"past"years:"" • The"aestheBcs"of"the"venues"maintained"an"authenBc,"clean"look"and"feel," further"this"year"including"the"following:"" • Highline"supplied"vendors"with"a"blue"or"white"tent,"table"to"ground" length"tablecloths"for"the"third"year." • Further"sought"out"vendors"to"increase"Bavarian"opBons"and"added"two" new"vendors." • Provided"menu"signage"and"valence"signage"for"all"restaurants." • The"Stein"Lihing"CompeBBon,"Keg"Bowling"CompeBBon"and"Bavarian" Costume"contest"grew"even"more"in"popularity"this"year""""""""""""""""""" showing"the"contests"are"a"great"addiBon." Community Contribution 15"Town"of"Vail""|""CSE""|""11/4/15" • Describe"how"the"event"impacted"Vail’s"sense"of"community:" • Oktoberfest"posiBvely"impacts"Vail’s"sense"of"community."This"event" offers"an"authenBc"Bavarian"atmosphere"and"feel,"a"variety"of"high" quality"Bavarian"food"opBons,"allowing"a=endees"to"truly"celebrate"and" enjoy"beer,"food,"dancing"and"music"–"while"enjoying"fall"in"the"Vail."" • The"new"Vail"Oktoberfest"partnership"with"Vail"Veterans"Program"offered" a"strong"new"message"and"link"offering"all"acBve,"reBred"and"inacBve" military"a"complimentary"beer"on"Friday"each"weekend." • It"is"awesome"to"see"the"variety"of"people"from"the"community"and" visitors"alike"joined"together"for"this"annual"Fall"celebraBon."Many"visitors" make"a"tradiBon"out"of"a=ending"each"year."" • This"event,"in"parBcular,"allows"guests"to"truly"take"in"the"exisBng" architecture"and"uniqueness"of"each"village." Topline Marketing Efforts 16"Town"of"Vail""|""CSE""|""11/4/15" • Vail"Oktoberfest"was"promoted"through"both" tradiBonal"and"nonftradiBonal"media."" • The"total"value"of"media,"public"relaBons"and"event" related"impressions"for"a"topfBer"presenBng" sponsor"(such"as"the"Town"of"Vail)"and"based"on"the" projected"PR"and"markeBng"for"this"event"and" esBmates"from"this"event"last"year"and"other"similar" events"$200,000." Topline Marketing Efforts 17"Town"of"Vail""|""CSE""|""11/4/15" • Vail"Oktoberfest"Full"page"ad"in"the"Gourmet"on" Gore"Program"which"was"distributed"over"Labor" Day"Weekend." • Event"informaBon"was"included"in"email"blasts" from"numerous"organizaBons." • Event"informaBon,"sponsor"logos"and"hyperlinks" were"all"featured"online"on"the"official"event"page," www.vailoktoberfest.com."" • Event"informaBon"included"on"the"event"page"at" www.vail.com."" • InformaBon"about"the"event"was"distributed" through"the"event’s"official""Facebook,"twi=er"and" instagram"channels." Topline Marketing Efforts 18"Town"of"Vail""|""CSE""|""11/4/15" • Several"news"releases"were"distributed"about"the"event,"reaching"out"to" regional"and"local"print,"broadcast"and"online"outlets." • The"esBmated"number"of"impressions"from"PR"campaign"was"more"than" 700,000+"from"more"than"20"placements." Topline Marketing Efforts 19"Town"of"Vail""|""CSE""|""11/4/15" Daily Weekly (Weekly Publication) Where Where Specs: Day of Week When Impressions: Print 1/2 Page / 4 Color Ad 4.89x13 tall Friday 28-Aug 10,000 Print 1/2 Page / 4 Color Ad 4.89x13 tall Friday 4-Sep 10,000 Print 1/2 Page / 4 Color Ad 4.89x13 tall Friday 11-Sep 10,000 Vail Daily (Daily Publication) Where Where When Impressions Print 1/4 Page / 4 Color Ad 4.89"x7" Saturday 29-Aug 13,500 Print 1/4 Page / 4 Color Ad 4.89"x7" Friday 4-Sep 13,500 Print 1/2 Page/ 4 Color Ad 4.89"x14"Saturday 5-Sep 13,500 Print 1/4 Page / 4 Color Ad 4.89"x7" Sunday 6-Sep 13,500 Print 1/2 Page/ 4 Color Ad 4.89"x14"Friday 11-Sep 13,500 Print 1/2 Page/ 4 Color Ad 4.89"x14"Friday 11-Sep 13,500 Print 1/2 Page/ 4 Color Ad 4.89"x14"Saturday 12-Sep 13,500 Print 1/4 Page / 4 Color Ad 4.89"x7" Sunday 13-Sep 13,500 Print 1/2 Page/ 4 Color Ad 4.89"x14"Friday 18-Sep 13,500 Print 1/2 Page/ 4 Color Ad 4.89"x14"Saturday 19-Sep 13,500 Print 1/4 Page / 4 Color Ad - LAST DAY VAIL OKTOBERFEST 4.89"x7" Sunday 20-Sep 13,500 KZYR The Zephyr Where Where When Radio 97.7 2 weeks leading up Online KZYR True. Local. Deals eblast, online presence 4 weeks leading up Potential for Growth & Sponsorships/Media Exposure 20"Town"of"Vail""|""CSE""|""11/4/15" • Highline"always"has"and"always"will"conBnue"to"sell"sponsorships"on"its" properBes"to"help"cover"the"numerous"operaBng"and"markeBng" expenses"to"make"Vail"Oktoberfest"a"success."" • We"conBnue"to"collaborate"with"partners"to"implement"ways"that"they" can"uBlize"their"social"media"channels"to"create"cofbranded"messaging"or" contests"to"create"winfwin"exposure"for"the"brand"and"event." • The"contests"have"really"gained"in"popularity"each"year"and"offer"event" partnership"opportuniBes"for"brands"to"get"involved"and"extending"the" reach"of"the"current"media"plaqorms." Sustainability Efforts 21"Town"of"Vail""|""CSE""|""11/4/15" • What"measures"were"taken"at"your"event"to"support"the"environmentallyf friendly"goals"of"the"Town"of"Vail?" • All"vendors"were"specifically"asked"to"use"compostable/"recyclable"service"items" • Vendors"used"only"recyclable"cups"" • Event"Producer"uBlized"single"stream"recycling"" • Staff"used"Going"Green"as"a"selling"point"for"purchasing"beer"steins""" • Staff"carpooled,"from"Denver"and"from"down"valley" • Proper"disposal"of"waste"beer"so"not"to"end"up"in"Town"of"Vail"sewer/river" sources" • No"idling"vehicles 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 22"Town"of"Vail""|""CSE""|""11/4/15" • Total"event"budget:"$189,850" • CSE"funds:"$45,000" • Profit"and"loss:"$13,973" • Funding"uBlizaBon:"OperaBons"and"MarkeBng" • Infkind"sponsorship:" • Cash"sponsorship:"$23,375" * Event producer to attach detailed budget for recap Additional Information/Appendix 23"Town"of"Vail""|""CSE""|""11/4/15" • AddiBonal"event"overview"and"event/partnership"exposure"in"a=ached"PDF" • Detailed"budget"in"a=ached"PDF" • Survey"Dashboard"in"a=ached"PDF" Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor to the region Seasonal resident of Vail Valley 0% 20% 40% P e r c e n t R e s p o n d i n g 21%20% 12% 44% 3% Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Female Male State/Country Colorado Florida Texas Kansas Missouri Louisiana 18% 27% 22% 33% 1% 6% 30% 23% 18% 16% 5% 1% 51% 49% 82% 4% 1% 1% 1% 1% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 9.3K Attendance Estimate Are you staying:In paid lodging In a vacation home/times.. With friends/family who l.. Other How many people are staying in your accommodations unit? Myself only 2 3 4 5 6 or more Nights in the area this trip 1 2 3 - 5 6 - 8 9 - 14 15 or more Where are your lodging accommodations located? Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 78% 12% 9% 0% 3% 60% 12% 17% 0% 8% 28% 40% 20% 11% 0% 2% 74% 14% 3% 2% 5% 3% 0% Nightly Rate (if Paid) Average: $263 Median: $250 Overnight Visitor Profile 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40% 60% 80% 100% P e r c e n t R e s p o n d i n g 18%3%4%3%0%5%5%5%3%2% 52% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ] 70% 14%16% 55% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Other items, excluding lodging Recreation (golf, bike rental, entry fees, etc.) $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D .. $155 $75 $33 $18 $16 $12 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $32.10 $1,444,713.82 $45,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Oktoberfest, September 11 - 13, 18 - 20 Survey technique: Intercept. Overall sample size: 148. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 44. Overnight only Average Overall Day visitor Full-time resident of Town of Vail Full-time downvalley resident Seasonal resident of Vail Valley Overnight visitor 5.2 5.5 7.5 8.3 8.5 6.8Overall !=! !=! Vail OKtoberfest™ 2015 Event Overview and Exposure 11/4/15!Confiden-al!and!Proprietary!! Prepared for: !=! !=!Confiden-al!and!Proprietary! Executive Summary 10/21/15! Munich made its way to Vail for two full weekends of oom-pah parties at the annual Vail Oktoberfest™! Emulating one of the largest celebrations in the world, the streets of Lionshead and Vail Village were filled with Hacker-Pschorr beer, bratwursts and live music. German spirit was ever-present during six days filled with Bavarian tunes, yodeling, alpenhorn blowing, traditional fare and other popular activities such as the Klement’s Bratwurst Eating Contests, Adult Keg Bowling, Bavarian Costume Contest and the Stein Lifting Competition. Helmut Fricker and The Rhinelanders, Volkstangzgruppe Dancers, Walter’s Austrian Swiss Connection, Robby Peoples and the Bank Walkers, Laughing Bones, The Altitones, Harmonious Junk, Schwing Daddy, The Kids Area with entertainers and the annual contests were hits for adults and kids alike. !=! !=!Confiden-al!and!Proprietary! Event Snapshot Taking place over two full weekends, in Lionshead September 11-13, and Vail Village, September 18-20, 2015 Total attendance: estimated to be 55,000+ Total media impressions: 1,000,000+ - Print: 178,000+ impressions - Internet: 75,000+ impressions - PR: 7o0,000+ impressions 10/21/15! !=! !=!Confiden-al!and!Proprietary!10/21/15! Saturday,)September)12)–)Lionshead)Mall)&)Vail)Square)) 12PM=10PM! 12PM !!Vail!Oktoberfest!opens!to!public! 12A2PM !Helmut!Fricker!and!the!Rhinelanders!Band! 12A5PM !Kids!Area!with!Entertainers!open! 1A2PM !!Bavarian!Dancers) 2A2:30PM !Klement’s!Bratwurst!Ea-ng!Contest! 2:30A4PM !Helmut!Fricker!and!the!Rhinelanders!Band! 2:30A4PM !Bavarian!Dancers! 3:30PM !Bavarian!Costume!Contest!! 4A5PM !!Adult!Keg!Bowling!Contest! 5A7PM !!Walter’s!Austrian!Swiss!Connec-on! 7PM !!Stein!LiVing!Compe--on! 7:30A9:30PM !Al-tones! 10PM !!Vail!Oktoberfest!closes!for!the!day !!!! !!!! Sunday,)September)13)–)Lionshead)Mall)&)Vail)Square) 12PM=6PM! 12PM !!Vail!Oktoberfest!opens!to!public! 12A2PM !Helmut!Fricker!and!the!Rhinelanders!Band! 12A5PM !Kids!Area!with!Entertainer!open! 1A2PM !!Volkstangzgruppe!Dancers! 2A2:30PM !Klement’s!Bratwurst!Ea-ng!Contest! 2:30A3PM !Helmut!Fricker!and!the!Rhinelanders!Band! 2:30A4PM !Volkstangzgruppe!Dancers! 3A4PM!!!!!!!!!!!!!!!Walter’s!Austrian!Swiss!Connec-on! 4A5PM !!Adult!Keg!Bowling!Contest! 5A6PM !!!!!!!!!!!!!!Walter’s!Austrian!Swiss!Connec-on! 5:30PM !Stein!LiVing!Compe--on !!! 6PM !!Vail!Oktoberfest!closes!for!the!day!! Friday,)September)11)–)Lionshead)Mall)&)Vail)Square) 12PM=10PM! 12PM !!Vail!Oktoberfest™!opens!to!public! 12A2PM!!!!!!!!!!!!!Walter’s!Austrian!Swiss!Connec-on!! !2A4PM!!!!!!!!!!!!!!Polka!Chops!Band! !4A6PM!!Helmut!Fricker!and!the!Rhinelanders!Band! 6PM !!Oktoberfest!Opening!Ceremony! 6:15A7PM !Helmut!Fricker!and!the!Rhinelanders!Band! 7PM !!Stein!LiVing!Compe--on! 7:30A9:30PM !Laughing!Bones! 10PM !!Oktoberfest!closes!for!the!day! !! Lionshead Schedule !=! !=!Confiden-al!and!Proprietary!10/21/15! Saturday,)September)19)–)Vail)Village)–)12PM=10PM !! 12PM !!Vail!Oktoberfest!opens!to!public! 12A2PM !Helmut!Fricker!and!the!Rhinelanders!Band! 12A5PM !Kids!Area!with!Entertainers!open! 1A2PM !!T.E.V.!Edelweiss!Schupla]lers! 2A2:30PM !Klement’s!Bratwurst!Ea-ng!Contest! 2:30A3PM !Helmut!Fricker!and!the!Rhinelanders!Band! 2:30A4PM !T.E.V.!Edelweiss!Schupla]lers! 3A4!PM!!!!!!!!!!!Walter’s!Austrian!Swiss!Connec-on! 3:30PM !Bavarian!Costume!Contest!! 4A5PM !!Adult!Keg!Bowling!Contest! 5A7PM !!Polka!Chops!Band! 7PM !!Stein!LiVing!Compe--on! 7:30A9:30PM !Schwing!Daddy! 10PM !!Vail!Oktoberfest!closes!for!the!day! Sunday,)September)20)–)Vail)Village)–)12PM=6PM! 12PM !!Vail!Oktoberfest!opens!to!public! 12A2PM !Helmut!Fricker!and!the!Rhinelanders!Band! 12A5PM !Kids!Area!with!Entertainer!open! 1A2PM !!T.E.V.!Edelweiss!Schupla]lers! 2A2:30PM !Klement’s!Bratwurst!Ea-ng!Contest! 2:30A3PM !Helmut!Fricker!and!the!Rhinelanders!Band! 2:30A4PM !T.E.V.!Edelweiss!Schupla]lers! 3A4PM!!!!!!!!!!!!Walter’s!Austrian!Swiss!Connec-on! 4A5PM!!!Adult!Keg!Bowling!Contest! 5A6PM!!!Walter’s!Austrian!Swiss!Connec-on! 5:30PM !Stein!LiVing!Compe--on !! 6PM !!Vail!Oktoberfest!closes!for!the!year! ! ! 7PM )Friday,)September)18)–)Vail)Village)–)12PM=10PM! 12PM !!Vail!Oktoberfest™!opens!to!public! 12A2PM!!!!!!!!Walter’s!Austrian!Swiss!Connec-on! !2A4PM!!!!!!!!!!!Polka!Chops!Band! !4A6PM!!Helmut!Fricker!and!the!Rhinelanders!Band! 6PM !!Oktoberfest!Opening!Ceremony! 6:15A7PM !Helmut!Fricker!and!the!Rhinelanders!Band! 7PM !!Stein!LiVing!Compe--on! 7:30A9:30PM !Harmonious!Junk! 10PM !!Vail!Oktoberfest!closes!for!the!day! ! Vail Village Schedule !=! !=!Confiden-al!and!Proprietary! Weekend 1 Highlights 10/21/15! Kicking things off early this year, the Friday celebration began at noon and continued into the night with authentic polka music, the opening ceremonies and the first official Stein Lift of Vail Oktoberfest. Additional entertainment was the Official Hacker-Pschorr drinking of the Das Boot ceremony highlighting the history of Oktoberfest and that the name Hacker-Pschorr stands for a Munich brew tradition crafted over centuries, and acclaimed far beyond the borders of Bavaria throughout the entire world. The announcer was able to also use this time to mention that Hacker-Pschorr has been doing business in a sustainable manner combined with courage and innovation, that is “the heaven of the Bavarians,” a Hacker-Pschorr tradition since 1417. The weekend continued with plenty of sunshine, Bavarian dancers, oom-pah music, Laughing Bones taking the stage on Friday night and Saturday night’s entertainment included a complimentary concert from The Altitones. !=! !=!Confiden-al!and!Proprietary! Weekend 2 Highlights 10/21/15! Vail Oktoberfest returned for weekend two with three more days of the world’s most popular party, done Vail-style, starting at noon on Sept 18th. With a clean and tight venue including blue and white tent tops throughout, both weekends had an authentic Bavarian look and feel. In addition to Bavarian music and dancing, traditional fare from ten different restaurants, yodeling, alpenhorn blowing and beverages from Hacker-Pschorr, the weekend’s festivities included live music from Helmut Fricker & the Rhinelanders, a free concert on Saturday night from Schwing Daddy and crowd favorites Adult Keg Bowling and the Klement’s Bratwurst Eating Contests and the additional Bavarian Costume Contest and the Stein Lift Competition. ! !=! !=!Confiden-al!and!Proprietary! Oktoberfest Participation Featured Sponsors: • Vail Oktoberfest is presented by Hacker-Pschorr and Town of Vail and sponsored in part by Sonnenalp Hotel, Jägermeister, Klement’s Sausage Company, Vail Marriott Mountain Resort, Vail Daily and KZYR the Zephyr. ! 10/21/15! !=! !=!Confiden-al!and!Proprietary! Oktoberfest Participation Featured Restaurants: • Alpenrose, Arrabelle at Vail Square, Joe’s Famous Deli, Kaiser Bakery, Mountain Man Nut & Fruit Company, Nicky’s Quickie, Tavern on the Square, Blu’s Restaurant and the Swiss Chalet. 10/21/15! !=! !=!Confiden-al!and!Proprietary! Additional Event Elements Adult Keg Bowling Contest: Up to twenty contestants each Saturday and Sunday of Oktoberfest were given the chance to hurl a keg shell on wheels down the lane at a pyramid of keg shells with the intention of bringing down the pile. It’s not as easy at it seems. The champion of the day was awarded with a great package from Hacker-Pschorr including a Hacker-Pschorr L branded boot or stein, $40 in Oktoberfest tokens and a Hacker-Pschorr Oktoberfest themed shirt and a Hacker-Pschorr Bavarian hat. All contestants received a complimentary beer from Hacker-Pschorr. 10/21/15! !=! !=!Confiden-al!and!Proprietary! Additional Event Elements Klement’s Bratwurst Eating Contest The strong-willed and the strong-stomached battled it out to see who could down the most brats in two minutes. The competitor who wolfed down the most brats in the allotted time won a keg-a-que from Klement’s Sausage Company as well as a Hacker-Pschorr Oktoberfest stein with $40 in Oktoberfest tokens. The contest took place on Saturday and Sunday of both weekends. 10/21/15! !=! !=!Confiden-al!and!Proprietary! Additional Event Elements Bavarian Costume Contest The Bavarian Costume Contest had plenty of participants eager to hear the crowd applause. Guests who showed up for the day in full Bavarian flare or in another Oktoberfest related costume were invited to participate in the Oktoberfest Costume Contests on Saturday and Sunday. All ages were welcome. The winner was determined by crowd response. 10/21/15! !=! !=!Confiden-al!and!Proprietary! Additional Event Elements Stein Lifting Competition The Stein Lift Contests opened and closed the event each weekend. This crowd- favorite tested the arm strength and stamina of even the fiercest competitors. Competitors held a FULL 1L beer stein out from their body at shoulder level. The last person standing with arm outstretched took home the Oktoberfest prize package. Participants in the Stein Lift Contest had to be at least 21 years of age and there were both male and female categories. 10/21/15! !=! !=!Confiden-al!and!Proprietary! Email Database Marketing 10/21/15! Email Blast #1 Email Blast #2 !=! !=!Confiden-al!and!Proprietary! Samples of Editorial Placements 10/21/15! !=! !=!Confiden-al!and!Proprietary! Samples of Facebook Highlights 10/21/15! !=! !=!Confiden-al!and!Proprietary! Samples of Instagram Highlights 10/21/15! !=! !=!Confiden-al!and!Proprietary! Event Collateral 10/21/15! P O S T E R R A C K C A R D !=! !=!Confiden-al!and!Proprietary! Event Collateral 10/21/15! H A L F P A G E A D Q U A R T E R P A G E A D !=! !=!Confiden-al!and!Proprietary! Event Signage/Display 10/21/15! General Pricing Signage Schedule Signage !=! !=!Confiden-al!and!Proprietary! Event Signage/Display 10/21/15! Stage Backdrop Stage Wings Stage Banner !=! !=!Confiden-al!and!Proprietary! Event Signage/Display 10/21/15! !=! !=!Confiden-al!and!Proprietary! Oktoberfest Photos 10/21/15! 2015 Vail Oktoberfest Estimated Income Statement (est. as of 10/20/2015) Revenues: CSE Contribution $45,000 Sponsorship (net comm) 23,375 Food (% split), Bev & Merch 135,098 Total Revenues 203,473 Expenses: Event Site: Permits (TOV/Alcohol) 2,100 2,100 Event Equipment & Rental Expenses: Signage, Kids Activ., Uniforms, Steins, Decor, Supplies, et al. 21,609 Rental Equipment 25,000 Bands, Stages, Lights, Sound 32,605 79,214 Manpower & Related Expenses: Staffing 26,515 Town of Vail Police, Security 22,021 48,536 Public Relations/Marketing/Advertising: Public Relations 5,000 Advertising/Marketing/Printing/Design Social/Digital/Photos/Videos 15,000 20,000 Administrative: Proposals/Insurance/Office Supplies/Phone/Postage Charitable Donation 12,500 2,500 Agency Fees/Production Management (EP/AP) 20,000 35,000 Sponsor Relations: Lodging/Gifts/Transportation 5,000 5 ,000 Total Expenses: 189,850 Net Income: (loss) $13,973