HomeMy WebLinkAbout2. Vail Resorts CSE May6 Presentation Jim KellenVAIL’S SIGNATURE EVENTS
Due to the impact of 2015 and the aftermath of the event, YoY we dropped below daily
occupancy several times throughout the season, with the exception of early season,
holidays and late spring break.
•Event description:
•Vail Snow Daze is the largest early-season bash in North America celebrating the
beginning of the winter season. One of Vail’s key brand pillars continues to be offering
free, live, special events like Snow Daze, and signature events like Snow Daze continue
to provide the opportunity for partners to activate and provide exposure for their
brand.
• Timing:
•Kick-off to the season celebration traditionally held during the second week/end in
December, which fills the early season off-peak period
•This year, we shifted the one weekend to stretch to two: December 12-14 and 19-21,
2015
• Estimated annual attendance: 65K
• Activations: Free live concerts, Expo Village, Apres parties
SNOW DAZE
• 2014 Event Recap:
• Schedule expanded to include the Pretty Faces movie premiere and tree lighting. We
also shifted the times of the concerts to acknowledge and be respectful to our families
and homeowners at Solaris.
• Moving the concerts to Solaris instead of Ford Park for both Saturday shows saves
money and keeps guests in-town.
• While we were slightly down in skier visits and revenue over the first weekend of the
event (traditionally the weekend that Snow Daze takes place), we did see an increase in
skier visits and revenue over weekend two. Part of this was due to the fact that
Christmas fell on a Friday.
• Not having Snow Daze over the first weekend would have an impact on total skier visits
and SS/F&B revenue, as that is traditionally a slower time period.
• Looking to 2015:
• Return to one weekend of Snow Daze, more than likely December 11-13.
SNOW DAZE
SNOW DAZE
•Event description:
•Spring Back to Vail is the biggest end-of-season bash in the Rocky Mountains
celebrating the close of the winter season. Again, one of Vail’s key brand pillars
continues to be offering free, live, special events like Snow Daze, and signature events
like Snow Daze continue to provide the opportunity for partners to activate and provide
exposure for their brand.
• Timing:
•End to the season celebration traditionally held over closing weekend in April, which
fills the late season off-peak period
• Estimated annual attendance: 50K
• Activations: Free live concerts, Expo Village, Apres parties and Pond-Skimming
SPRING BACK TO VAIL
• 2015 Event Recap:
• Schedule expanded to include the Free Epic Mix Racing presented by Audi and
Luau/Pig Roast presented by Bud Light.
• Again, moving the concerts to Solaris instead of Ford Park for both Saturday shows
saves money and keeps guests in-town.
• Looking to 2015:
• Knowing that closing weekend traditionally attracts local and Front Range guests,
we are considering moving the bigger concerts to directly before or after the Burton
USO or after the spring break crowds in order to provide an added-value to guests
who are here during an off-peak period.
SPRING BACK TO VAIL
SPRING BACK TO VAIL
ADDITIONAL VAIL-SUPPORTED EVENTS
• BURTON US OPEN CHAMPIONSHIPS
•TASTE OF VAIL
• GOPRO MOUNTAIN GAMES
• PINK VAIL
•VAIL KIDS ADVENTURE GAMES
• VAIL HOLIDAZE
• VAIL/BEAVER CREEK RESTAURANT WEEK