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Home My WebLink About2015 Vail Summer Bluegrass Series RecapSurveyed Event Recap: Vail Summer Bluegrass Series October 7, 2015 Vail Summer Bluegrass Series Mobile: 404.402.0484 vailbluegrass@gmail.com 2 Town of Vail | CSE | 10/07/15 Attendance Estimate 3 •Noticeable difference in 2015 attendance vs 2014 •Estimate ~1.9K attendees over four weeks •For 2016, goal is to work closer with statewide media far enough in advance + leverage artists’ national reach. Town of Vail | CSE | 10/07/15 Visitor Type 4 •Quite pleased with the visitor mix, as our primary goal in addition to providing world-class entertainment, is to drive overnight traffic. Town of Vail | CSE | 10/07/15 Overall Visitor Profile 5 •Anticipated target demo were folks ages 30-60, no m/f mix & we expected to see a large CO footprint. •We were fortunate to receive unpaid placement in the Vail Daily which unquestionably drove local/regional and tourist traffic. Town of Vail | CSE | 10/07/15 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 •In addition to our partnership with Antlers, we also offered discounts to guests at several Lionshead properties, all of which were promoted via social (Bluegrass & hotels). Town of Vail | CSE | 10/07/15 Role/Importance of Event in Intent to Visit Vail 7 •We offered a variety of hotel discounts, plus featured select dining options within Lionshead. •Being a Wednesday evening event, it is often challenging to drive overnight traffic. However, with a variety of hotel partnerships & piggy-backing winter events, we can begin to promote summer lodging. Town of Vail | CSE | 10/07/15 NPS (Net Promoter Score)/Likelihood to Recommend 8 •NPS absolutely reflects our attendee event experience. There is no doubt that Vail Bluegrass fans come to have an unparalleled experience, but we know that comes with certain tradeoffs & pitfalls. •An NPS above 75% is fantastic, but to increase that in the future, we would like to enhance the guest experience by offering a different type of VIP experience. Town of Vail | CSE | 10/07/15 Estimated Return on Investment (ROI) & Attendee Expenditures 9 •Similar to overnight guests, it is often difficult to drive shoppers on a Wednesday night. •We did unfortunately run into a few issues with some of the merchants. Town of Vail | CSE | 10/07/15 Vail Brand Compatibility The Premier International Mountain Resort Community 10 The event met the standard of excellence by: •National-level talent, including 2 Grammy award-winners •Free event, with option to purchase preferred seating, on an “off-night” •Strategic growth partners in Town of Vail, Antlers, Betty Ford Alpine Garden & Arrabelle Town of Vail | CSE | 10/07/15 Event Strengths & Weaknesses 11 •Exceeded expectations in these ways: •Drove attendance through new awareness mechanisms •Developed new long-lasting, meaningful relationships •Outstanding sponsor/partner relationships •“Bluegrass in the Gardens” •Measures that could be taken for event improvement: •Keep Lionshead shops open later •On-site food options in addition to the Tavern & Blue Moose •VIP situation •Marketing mix •For repeat event, comparison to past years (2014): •Similar vibe in nature •Faced new Avon events on Wednesday •Definite growth year Town of Vail | CSE | 10/07/15 Community Contribution 12 •Free “Bluegrass in the Gardens” •Worked primarily with local sponsors/partners •Provided locals a high-profile thing to do on Wednesdays, while intending to drive traffic to local business Town of Vail | CSE | 10/07/15 Topline Marketing Efforts 13 •VLMD-sponsored editorial in the Southwest in-flight magazine •Email blast via Jambase.com to 7100+ recipients across CO •+86% in Facebook fans YOY •Weekly unpaid editorial in Vail Daily •Free “Bluegrass in the Gardens” event at the Alpine Gardens •Branded reusable/compostable cups •GoPro Games booth (w/Antlers) Town of Vail | CSE | 10/07/15 Potential for Growth & Sponsorships/Media Exposure 14 •Working with the Alpine Gardens to involve Colorado Creative Industries as a potential sponsor/partner •Continue leveraging VLMD assets to position Vail Bluegrass as a premier regional/statewide event •Develop competitive differentiation plan & messaging Town of Vail | CSE | 10/07/15 Sustainability Efforts 15 •We worked with Eco Products once again to ensure all plastic cups were compostable/recyclable & reusable – and branded •Separated waste from recyclables The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both our local and global impacts and opportunities, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protection, and community awareness and education. Town of Vail | CSE | 10/07/15 Event Budget 16 •Total event budget: $50,000 •CSE funds: $50,000 •Profit and loss: +$3580 •Funding utilization: All funding was utilized for artist fees, venue/tent rental & marketing efforts •In-kind sponsorship: Antlers, Moe’s BBQ •Cash sponsorship: $2000 – Bonfire Brewing; $1000 – Breckenridge Distillery * Event producer to attach detailed budget for recap Town of Vail | CSE | 10/07/15 Additional Information/Appendix 17 Town of Vail | CSE | 10/07/15 •See additional attachments 7/1/2015 Hot Buttered Rum 7,000 KLaw 0 Tent Rental 1625 Arrabelle Fees 980 Photos 100 Stage 1050 Hospitality 150 7/15/2015 Oteil and Roosevelt 12,000 Old Town Pickers 400 Tent Rental 1625 Arrabelle Fees 980 Photos 100 Stage 1050 Hospitality 200 7/29/2015 Steep Canyon Rangers 10,000 Hardscrabble 500 Tent Rental 1625 Arrabelle Fees 980 Photos 100 Stage 1050 Hospitality 200 8/12/2015 Grant Farm 2,500 Dead Winter Carpenters 2,500 Tent Rental 1625 Arrabelle Fees 980 Photos 100 Stage 1050 Hospitality 150 Sub 50620 Sponsorships Bonfire Brewing 2000 Breck Distillery 1000 Tickets Sold 1200 Total 3580 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% 60% P e r c e n t R e s p o n d i n g 12% 59% 14% 6%8% Visitor Type 0%20%40%60%80% Percent Responding 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 Texas Kansas Minnesota Arizona Florida Illinois Oklahoma Pennsylvania 23% 26% 13% 38% 0% 8% 10% 18% 20% 24% 16% 2% 69% 31% 39% 10% 6% 6% 4% 4% 4% 4% 4% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 1.9K Attendance Estimate 0%20%40%60%80% Percent Responding Are you staying:In paid lodging In a vacation home/time.. With friends/family who .. 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 69% 24% 3% 3% 0% 34% 7% 28% 10% 21% 10% 7% 28% 38% 3% 14% 76% 7% 14% 0% 0% 3% 0% Nightly Rate (if Paid) Average: $254 Median: $205 Overnight Visitor Profile: Overnight Visitors and Seasonal Residents Only 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 57% 0%0%0%0% 43% 0%0%0%0%0% 83% 0%0%0%0%0%0%0%0%0% 17% 0%0%0%0%0%17%0%0%0% 17% 67% 50% 0%0%0% 25% 0%0%0%0%0% 25%33% 0%0%0%0%0%0%0%0%0% 67% 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 ]82% 12%6% 76% Likelihood of Recommending Event to a Friend or Family Member Total amount you will spend today and tonight Restaurants/Bars/ Prepared Food Vendors Shopping Recreation (golf, bike rental, entry fees, etc.) Lodging Other items excluding lodging $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 a y $21 $9 $6 $2 $2 $1 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $0.77 $38,537.98 $50,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Bluegrass, July 1- August 12 The overall sample size for this survey is 49. Please note that sample sizes are smaller for subgroups. Overnight only Average Day visitor Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor Seasonal resident of Vail Valley 2.1 1.7 9.0 3.5 6.7 Day visitor Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor Seasonal resident of Vail Valley