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Home My WebLink About5.b. 2014 Vail Holidaze_RecapEvent Recap: Vail Holidaze 2014 COMMISSION ON SPECIAL EVENTS February 4, 2015 Event Title: Vail Holidaze, December 21st & 31st HIGHLINE: Missy Johnson, Account Manager Office: 970.476.6797 x 712 Mobile: 970.376.1876 missy@gohighline.com 2 Town of Vail | CSE | 2/4/15 Vail Brand Compatibility “Premier International Mountain Resort Community” 3 Town of Vail | CSE | 2/4/15 Standard of excellence met by: • The 2014 event added the continued vibrancy in town that the Town of Vail is striving for. Vail Holidaze returned Dec. 21st and 31st, 2014 and celebrated with lights, sounds, events and cheer during December. Vail Holidaze was a wonderful place for family celebration this holiday season. From the Vail Tree Lighting Ceremony and Vail Lantern Walk to the annual New Year’s Eve Torchlight Parade and Fireworks the event brought a wonderful ambient event to the Town of Vail. The activities and carolers were thoughtfully placed throughout Vail so guests could weave in and out and enjoy the variety of retail shops, restaurants and services nearby. Event Strengths & Weaknesses 4 Town of Vail | CSE | 2/6/13 • Exceeded expectations: • 2014 saw the return of no-cost admission for all events and surrounding Vail Family Holidaze, with a reduced budget it was still very well received and executed. • Added touches to the Tree Lighting Ceremony like the Lantern Walk and partner integrations from Alpine Bank amplified the community feel and holiday spirit. • The Lantern walk not only provides an additional level of community involvement but a nice opportunity for unique PR. Event Strengths & Weaknesses 5 Town of Vail | CSE | 2/5/14 • Exceeded expectations continued: • The Torchlight Parade and Fireworks was very well attended even on a very snowy night. • The annual tree lighting ceremony brings a wonderful crowd into the event location and town. New this year, there was a collaboration with the Lantern Walk and a surprise appearance by Santa. This created a beautiful sense of community and brought them together in a walk up Bridge Street. • The guest experience was enhanced through the addition of the Reindeer hats sponsored by Alpine Bank. The event guests certainly enjoyed taking group photos and posting them near and far. Event Strengths & Weaknesses 6 Town of Vail | CSE | 2/5/14 • Recommendations: • There is a value in re-routing the busses, especially with a growing crowd each year for the event. We recommend providing signage at the nearest Bus stops to let guests know that the busses are re- routed for a certain time period with directions of where to go. • Continue to work with the local performing groups and have local groups of Carolers or Santa’s helpers who interact with and provide candies for guests. • Rimini is a longstanding, wonderful event partner, whom always participates with smiles all around. Not only is there high-quality hot chocolate key but so is there customer service. • Continue to push hard on the scripting as much as possible. Event Budget 7 Town of Vail | CSE | 2/4/15 • Total event budget: $75,855 • CSE funds: $55,000 • Profit and loss: -$13,355 • Funding utilization: Event Production • In-kind sponsorship: - • Cash sponsorship: $7,500 * Event producer to attach detailed budget for recap Topline Marketing Efforts 8 Town of Vail | CSE | 2/4/15 A full advertising, marketing and public relations campaign was executed surrounding Vail Holidaze in local, regional and national media. Placements were made with print and digital outlets. • Print impressions: 60,000+ • Internet impressions: 90,000+ • Editorial Placements: 259,000+ • Estimated media value of the marketing campaign totaled $80,000 Topline Marketing Efforts 9 Town of Vail | CSE | 2/4/15 Print Local/Mountain Regions: • Three ads were placed in the Vail Daily (Circulation: 37,000) • Two ads were placed in the Daily Weekly, in Vail (Circulation: 22,000) Topline Marketing Efforts 10 Town of Vail | CSE | 2/4/15 Social Media • Social media played an integrated role in spreading the word about the event • Email Blasts – Additional email blasts went out from Highline and other area businesses • Concierge Blasts – providing logos, photos and content Topline Marketing Efforts 11 Town of Vail | CSE | 2/4/15 A comprehensive public relations campaign surrounding Vail Family Holidaze was conducted. • Press Releases – Two press releases on subjects ranging from the initial announcement of the event activities were distributed to national, local and regional media. • Editorial Placements - The comprehensive public relations campaign for Vail Holidaze resulted in approximately 7 editorial placements which generated an estimated more than 250,000 impressions. Community Contribution 12 Town of Vail | CSE | 2/4/15 • Impact on Vail’s sense of community: • Vail Holidaze is an ideal time and platform to present a classy atmosphere to guests, while having an opportunity for a variety of Vail leaders to speak and set the tone for the upcoming ski season and new year. This event and time of year is truly about the holiday cheer, for the community to come together and welcome the Vail guest and continue a Vail tradition. It is a celebration of this very special place for all with the Tree Lighting and the ringing in of the new year with the Torchlight Parade and Fireworks. These traditions play a key role on Vail’s sense of community. The families, the community integration of performers, high-quality hot chocolate, a community minded event company, art in public places and more all contribute to this goal. Community Contribution 13 Town of Vail | CSE | 2/4/15 • Key Highlights or Quotes: • “It was the highlight of our trip. The children really loved the walk with Santa, the lanterns, and Vail covered with snow- a Christmas, that won't be forgotten.” • The Lantern project impacted more than 500 youth and their families. Thanks to Doe Browning who donated the LED lights for illumination. • A special shout out to Town of Vail, Alpine Bank, Vail Mountain, Rimini and Art in Public Places for being part of the event. • Additional thanks to Debbie Bolon – Feeney RSES’ art teacher who was so integral to incorporate the paper lantern making in her art classes. • With the help of AIPP board member Kara Woods, information about the project was disseminated to many of the local schools, day cares, scouts, hockey teams, and ski school. Sustainability Efforts Green Measures 14 Town of Vail | CSE | 2/4/15 • Worked with town environmental officials to develop green practices and worked with Town of Vail street department to recycle all event cardboard, plastic and aluminum • Had event staff dedicated to collecting and sorting trash and recycling • No vehicles were left idle while loading in and out • Use of linens in lieu of plastic disposable tablecloths • Vail Mountain donated old ski maps from Vail Resorts. Boxes of maps were used for Red Sandstone who participated in the Lantern Making Workshops. • Workshops were held at four different locations where kiddos often used re-purposed materials. Additional Information 15 Town of Vail | CSE | 2/4/15 Dedicated Website: holidaze.com Additional Information 16 Town of Vail | CSE | 2/4/15 Holidaze Rack Card and Poster Holidaze Print Advertising DECEMBER 21 & 31, 2014 DECEMBER 21 & 31, 2014 VAIL’S TREE LIGHTING CEREMONYPRESENTED BY ALPINE BANK FOLLOWED BY THE VAIL LANTERN WALK SUNDAY, DEC. 21 5PM - SLIFER SQUARE TORCHLIGHT PARADE & FIREWORKS WEDNESDAY, DEC. 31 6:15PM - GOLDEN PEAK VAIL HOLIDAZE EVENTS ARE COMPLIMENTARY AND OPEN TO THE PUBLIC A Vail tradition is the torchlight parade and ﬁreworks. Come watch skiers form a glowing train as they ski down Golden Peak. Viewing for this spectacle will take place at the base of Golden Peak. Fireworks will light up the sky directly after the parade. This family holiday celebration will bring the community together for a short holiday stage program to include: live a cappella entertainment, appearances by the Mayor of Vail, special guests and of course the lighting of the holiday tree. Complimentary hot chocolate will be served as guests enjoy and ring in the holiday season. Immediately following the program, join in the Lantern Walk up Bridge Street into Mountain Plaza. To take part in the paper lantern making workshop on Sunday afternoon be sure to visit www.artinvail.com for details. Additional Information 17 Town of Vail | CSE | 2/4/15 Each event had event specific A-Frame signage, Roundabout Banners TORCHLIGHT PARADE& FIREWORKS WEDNESDAY, DEC. 31 6:15PM - GOLDEN PEAK A Vail tradition is the torchlight parade and ﬁreworks. Come watch skiers form a glowing train as they ski down Golden Peak. Viewing for this spectacle will take place at the base of Golden Peak. Fireworks will light up the sky directly after the parade. VAIL HOLIDAZE EVENTS ARE COMPLIMENTARY AND OPEN TO THE PUBLIC VAIL’S TREE LIGHTING CEREMONYPRESENTED BY ALPINE BANK FOLLOWED BY THE VAIL LANTERN WALK SUNDAY, DEC. 21 5PM - SLIFER SQUARE This family holiday celebration will bring the community together for a short holiday stage program to include: live a cappella entertainment, appearances by the Mayor of Vail, special guests and of course the lighting of the holiday tree. Complimentary hot chocolate will be served as guests enjoy and ring in the holiday season. Immediately following the program, join in the Lantern Walk up Bridge Street into Mountain Plaza. To take part in the paper lantern making workshop on Sunday afternoon be sure to visit www.artinvail.com for details. VAIL HOLIDAZE EVENTS ARE COMPLIMENTARY AND OPEN TO THE PUBLIC Additional Information 18 Town of Vail | CSE | 2/4/15 Sponsor logo on the Town of Vail Banner Additional Information 19 Town of Vail | CSE | 2/4/15 • Detailed budget attached attached via email • Dropbox link to photos attached via email • ROI was not required as the survey was waived per the TOV for this ambient event Additional documents attached to presentation: BUDGET: Actual 2014 Holidaze REVENUES: 420 Sponsorships $7,500 420.5 CSE Event Funding 55,000 421 Fireworks 0 $62,500 EXPENSES: 509 Fireworks $15,752 510 Event Operations 12,111 517 Entertainment 2475 carolers. Acapella, santa helpers, carolers 519 Event Promotions - 519.5 Event Advertising/Marketing 2,066 520 Event Merchandise/Sponsor Gifting - 525 Event Supplies 2,349 526 F&B Expenses 836 candy canes, hot cocoa 526.5 Charitable Donation - 527 Equipment Rental 3,946 529 Event Photography - 530 Portable Toilets/Trash Removal - 533 Prize Money/Appearance Fees - 535 Public Relations 1,100 release, town talk, eblasts 538 Venue Rental/Site Fees - see permit 543 Wardrobe/Uniforms - 550 Event Insurance 3,060 555 Equipment Repairs 0 617 Bank/Credit Card Charges - 620 Auto Expense 100 626 Pre-press/Design 472 627 Licenses and Permits 917 628 Printing and Reproduction 1354 630 Office/Computer Supplies 200 631 Office Expenses 200 636 Postage/Shipping - 638 Web Site/E-Mail/On-line Ticketing 309 640 Event/Sales Travel - 641 Per Diems/Meals/Entertainment 250 642 Lift Tickets - 643 On-Mountain Dining - 644 Event Lodging - 646 Sponsor Ground Transfers - 669 Contract Labor 857 670 Payroll Expenses 7,500 ep and internal support 672 Event Management/Project Flat Fee 20,000 $75,855 ($13,355) TOTAL REVENUES TOTAL EXPENSES NET PROFIT (LOSS)