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Home My WebLink About3.b. 2015 Vail Film Festival Recap with SurveySurveyed Event Recap: Vail Film Festival (March 26-29, 2015) Vail Film Festival: March 26-29, 2015 Office: 970.306.6843 Mobile: 646.236.2155 sean@vailfilmfestival.orgZN/:+(/0([&;$((\((4<=((\((WA]WE]3W!A Attendance Estimate ^N/:+(/0([&;$((\((4<=((\(((WA]WE]3W!A •_/:(:/?$.(>/?(;82&)-(&7%+.&+)%(+%D-(>%&1` a%(2$&+(-/('-&1-(/?1(8&1C%5+,(;+;5&5G%'(%&1$;%1(&+.(-/(./( 8/1%(8&1C%5+,(6/-*($/)&$$>(&+.(/+(-*%(01/+-(1&+,%(/0( O%+G%1(&+.(b/?$.%1(G;&('-1&-%,;)(8&1C%5+,(2&1-+%1'*;2'( &+.(.;1%)-(&.G%15';+,"(a%(:;$$(&$'/()1%&-%(&(+%:(8%.;&( '%)5/+(&-(-*%(0%'5G&$(-/(&71&)-(&(:;.%1(6&'%(/0()/+-%+-( )1%&-/1'(&+.(&.c&)%+-(;+.?'-1;%'('?)*(&'(&.G%15';+,(&+.( 2?6$;)(1%$&5/+'(&,%+);%'"(B+/-*%1(C%>(,/&$(;'(-/(61;+,(;+( '%G%1&$(Bd$;'-()%$%61;5%'(-/(*%$2(.1&:(&7%+.%%'(-/(-*%( %G%+-"(N*;'(:;$$(&$'/(,&1+%1(8/1%(21%''($%&.;+,(?2(-/(-*%( %G%+-(&+.(:;$$(0?1-*%1(21/8/-%(&:&1%+%''(&+.(.1;G%( &7%+.&+)%"(( Visitor Type AN/:+(/0([&;$((\((4<=((\(((WA]WE]3W!A •a&'(-*;'(-*%(G;';-/1(->2%('2$;-(>/?(%D2%)-%.`(e%'"( •a*>(/1(:*>(+/-`(#$%&'%(%D2$&;+"(R?1(21;8&1>(-&1,%-(8&1C%-'(:%1%(-*%([&;$([&$$%>L(-*%( 01/+-(1&+,%L(&+.(K$8(;+.?'-1>();5%'('?)*(&'(S%:(e/1C(&+.(4&$;0/1+;&"(B'(%D2%)-%.L(:%(.1%:(G;';-/1'( 01/8(-*/'%(8&1C%-'L(:;-*(-*%(01/+-(1&+,%(&+.(/?-d/0d'-&-%(G;';-/1'('-&>;+,(/G%1+;,*-L(&+.(&('8&$$( 2%1)%+-&,%(/0(+/+([&;$([&$$%>(1%';.%+-'(G;';5+,(0/1(-*%(.&>"( •a*&-('-%2'(:/?$.(>/?(-&C%(-/(/258;f%(G;';-/1(8;D`(a%(2$&+(/+(./;+,(8/1%(1%,;/+&$( 8&1C%5+,(-/(*%$2(.1;G%(+/+d1%';.%+-(.&>(G;';-/1'(-/([&;$(0/1(-*%(0%'5G&$L(&+.(-/()/+5+?%(-/(,1/:( -*%(+&5/+&$(&+.(01/+-(1&+,%(8&1C%5+," Overall Visitor Profile EN/:+(/0([&;$((\((4<=((\(((WA]WE]3W!A •a*/(:&'(>/?1(&+5);2&-%.(-&1,%-( .%8/,1&2*;)`(N*%(1%'?$-'(&1%(:;-*;+(/?1( &+5);2&-%.(-&1,%-(&,%(.%8/,1&2*;)(/0(ZAdE^(9E^g@L(&+.( :;-*;+(/?1(-&1,%-(,%/(.%8/,1&2*;)(/0(4/$/1&./L(S%:( e/1CL(&+.(4&$;0/1+;&"( •O;.(>/?(1%&)*(>/?1(-&1,%-(.%8/,1&2*;)`(e%' •a*>(/1(:*>(+/-`(a%(1%&)*%.(/?1(-&1,%-( .%8/,1&2*;)(0/1(6/-*($/)&5/+(&+.(&,%L(*/:%G%1L( :%(%D2%)-%.(&()$/'%1(,%+.%1('2$;-"(( •a*&-(:/?$.(>/?()*&+,%(-/(1%&)*(-*&-( &?.;%+)%(+%D-(>%&1`(RG%1&$$L(:%(1%&)*%.(-*%( .%8/,1&2*;)(-&1,%-(:%(:&+-%.L(6?-(:%(:;$$($//C(&-( &.G%15';+,(-/(1%&)*(8/1%(/0(&+(%G%+(6&$&+)%(/0(8&$%( &+.(0%8&$%(&7%+.%%'"( Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only HN/:+(/0([&;$((\((4<=((\(((WA]WE]3W!A •a*&-(8%&'?1%'(.;.(>/?(-&C%(-/( ;+)%+5G;f%(&7%+.%%'(-/(6//C( $/.,;+,(;+(-*%(N/:+(/0([&;$` a%(21/8/-%.([&;$($/.,;+,(/25/+'(/+(/?1( :%6';-%L(;+(/?1('/);&$(8%.;&L(-*1/?,*(/?1( +%:'$%7%1'L(-*1/?,*()/+K18&5/+(%8&;$'(-/( &7%+.%%'(:*/(2?1)*&'%.(2&''%'L(&+.(-/( &7%+.;+,(K$88&C%1'"( Role/Importance of Event in Intent to Visit Vail MN/:+(/0([&;$((\((4<=((\(((WA]WE]3W!A •a*&-(&)5/+'(.;.(>/?(-&C%(-*;'(>%&1(-/(,%+%1&-%(-*%(+?86%1(/0(/G%1+;,*-( ,?%'-'`(a%(8&1C%-%.(-*%(%G%+-(-/(-*%(01/+-(1&+,%(&+.(-/(/?1(C%>(-&1,%-(8&1C%-'(/0(S%:(e/1C( &+.(4&$;0/1+;&"(a%(&$'/(/h%1%.($/.,;+,('2%);&$'(01/8(/?1(*/-%$(2&1-+%1'(-/(%+)/?1&,%(,?%'-'(-/('-&>( /G%1+;,*-"( •_/:(:/?$.(>/?(;+)1%&'%(-*%(+?86%1(/0(/G%1+;,*-([&;$(,?%'-'()/8;+,(0/1(-*%( %G%+-(+%D-(>%&1`(a%(2$&+(/+(;+)1%&';+,(/?1(8&1C%5+,(-/(O%+G%1(&+.(b/?$.%1L(&+.(-/(/?1( -&1,%-(8&1C%-'(/0(S%:(e/1C(&+.(4&$;0/1+;&"(a%(:;$$(&$'/(%+)/?1&,%(8/1%(K$88&C%1'(&+.(-*%;1( 01;%+.'(&+.(0&8;$>(-/(&7%+.(6>(&++/?+);+,(-*%(K$8('%$%)5/+'(%&1$;%1(&+.(,;G;+,(-*%8(8/1%(58%(-/( 2$&+(-*%;1(-1&G%$(&+.(6//C(-*%;1($/.,;+,"( NPS (Net Promoter Score)/Likelihood to Recommend QN/:+(/0([&;$((\((4<=((\((WA]WE]3W!A •O/(>/?(-*;+C(-*%(S#<(')/1%'(1%i%)-(-*%(&7%+.%%(%G%+-(%D2%1;%+)%`(RG%1&$$L(:%(0%%$(-*&-(-*%(+?86%1'( ./(1%i%)-(-*%(%G%+-(%D2%1;%+)%"(MQg(/0(-*%(1%'2/+.%+-'(,&G%(&(Hd!W(1%'2/+'%(:*%+(&'C%.(&6/?-(-*%($;C%$;*//.(/0( 1%)/88%+.;+,(-*%(%G%+-"(a%(0%%$(-*&-(-*;'(;'(&(G%1>('-1/+,(%+./1'%8%+-(01/8(-*%(&7%+.%%'" •a*&-('-%2'(:/?$.(>/?(-&C%(-/(;821/G%(-*%(S#<(')/1%'(0/1(>/?1(%G%+-(+%D-(>%&1`(a%(0%%$(-*&-( &$-*/?,*(-*%(S#<(+?86%1'(&1%(,//.L(-*%1%(;'(&$:&>'(1//8(0/1(;821/G%8%+-"(N*%(G%+?%'(:/1C%.(:%$$L(6?-(;-(:&'( )*&$$%+,;+,(0/1(,?%'-'(-/(-1&G%$(6%-:%%+(-*%(4&')&.%(-*%&-%1(&+.(j&11;/7(*/-%$L(&+.(-*&-(8&>(*&G%(&h%)-%.(-*%( %D2%1;%+)%(0/1('/8%(,?%'-'"(a%(&$'/(0%%$(-*&-(-*%(8&C%'*;k(-*%&-%1'(:%1%(+/-(&'()/80/1-&6$%(&'(-*%>()/?$.(*&G%(6%%+"( a%(2$&+(/+(8&C;+,(;-(%&';%1(-/(-1&G%$(6%-:%%+(G%+?%'L(&+.(/+(8&C;+,('?1%(-*&-(-*%(8&C%'*;k(-*%&-%1'(&1%(&'()$/'%(-/(&( 1%&$(-*%&-%1(%D2%1;%+)%(&'(2/'';6$%"( Estimated Return on Investment (ROI) & Attendee Expenditures !WN/:+(/0([&;$((\((4<=((\(((WA]WE]3W!A •a*&-(.;.(>/?1(%G%+-(./(-/(%+)/?1&,%('2%+.;+,(;+( [&;$`(a%(%+)/?1&,%.(/?1(2&''(6?>%1'(&+.(K$88&C%1'(-/('-&>(;+( [&;$($/.,;+,L(&+.(:%(21/,1&88%.(/?1(K$8'(&+.(%G%+-'(-/(&$$/:(0/1( .;+;+,(&+.('*/22;+,"(I+(-*%(0?-?1%(:%(:/?$.($;C%(-/(%+)/?1&,%(8/1%( .;+;+,(&+.('*/22;+,(6>(2&1-+%1;+,(:;-*($/)&$('-/1%'(&+.(1%'-&?1&+-'"( Vail Brand Compatibility ;+$)H.$21$.)I4*$.4'564'&)J6-4*'14)#$,6.*)K622-41*0 !!N/:+(/0([&;$((\((4<=((\(((WA]WE]3W!A N*%(%G%+-(8%-(-*%('-&+.&1.(/0(%D)%$$%+)%(6>Y •N*%(0%'5G&$(K$8(21/,1&8(:&'(/+(2&1(:;-*(-*%(6%'-(K$8(0%'5G&$'(;+(-*%(:/1$.L(')1%%+;+,(-*%(,1&+.( 21;f%(:;++%1(/0(-*%(<?+.&+)%(P;$8(P%'5G&$L(&+.(&(G%1>('-1/+,(&+.(G&1;%.(21/,1&8"( •N*%(0%'5G&$(,?%'-(&+.(K$88&C%1(%D2%1;%+)%(:&'('%&8$%''(-*1/?,*/?-(-*%(%+51%(21/)%''L(01/8(-*%( /+$;+%(K$8(21/,1&8(&+.(5)C%-(2?1)*&';+,(-/(:;$$()&$$(2;)C(?2"( •P%'5G&$('-&h(&+.(G/$?+-%%1'(:%1%(:%$$(-1&;+%.(&+.(&6$%(-/()/88?+;)&-%(C%>(0%'5G&$(;+0/18&5/+(-/( &7%+.;+,(,?%'-'"( •N*%(0%'5G&$(:/1C%.(:;-*(*/-%$()/+);%1,%'(-/(%+'?1%(-*%>(C+%:(&6/?-(-*%(%G%+-(&+.(:%1%(&6$%(-/( ;+0/18(*/-%$(,?%'-'(&6/?-(-*%(G%+?%'L(&+.(/-*%1(1%$%G&+-(;+0/18&5/+"( •N*%(0%'5G&$(2&1-+%1'*;2(:;-*([&;$(*/-%$'(&+.(-*%(4/$/1&./(j/?+-&;+(=D21%''(*%$2%.(-/(8&;+-&;+(&+( %D)%$$%+-(-1&G%$(&+.($/.,;+,(%D2%1;%+)%L(/+(2&1(:;-*([&;$V'(1%2?-&5/+(&'(&(:/1$.d)$&''(1%'/1-" •N*%(0%'5G&$(:/1C%.(:;-*(&($%&.;+,(&.G%15';+,(&,%+)>(-/()1%&-%(-*%(3W!A($/,/(&+.(21/8/5/+&$( 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Event Strengths & Weaknesses !3N/:+(/0([&;$((\((4<=((\(((WA]WE]3W!A •=D)%%.%.(%D2%)-&5/+'(;+(-*%'%(:&>'Y d(We were able to have a stronger and larger ﬁlm program than we had initially planned, due to strong ﬁlm industry awareness, and the growing reputation of the ﬁlm festival among ﬁlmmakers, studios, and ﬁlm press. - Within a couple of weeks of the festival we were able to secure the world premiere of the Dawn Wall climbing footage and Q&A with world famous climber Kevin Jorgeson. This was a powerful, culturally relevant program that became a festival highlight and drew a sold out crowd. - Film submissions exceeded our expectations, with the festival receiving submissions from across the U.S. and from over 20 countries. - The festival had the strongest social media engagement we’ve ever had, which helped to drive awareness and create buzz for the ﬁlms and the event. -Attendees were managed well by festival staff and security and able to enter and exit the screening and party venues easily. -Filmmaker travel and coordination was well executed, with all attending ﬁlmmakers able to make their question and answer sessions, ﬁlm screenings, and events. •j%&'?1%'(-*&-()/?$.(6%(-&C%+(0/1(%G%+-(;821/G%8%+-Y - Although we were able to secure several corporate sponsors, this is still an area that needs improvement. We have begun our sponsorship outreach earlier than ever before, and are already in talks with two auto brands regarding topline sponsorship. - The festival needs to build a meaningful patron base, both within the local community and with ﬁlm and arts patrons on the front range and in Los Angeles and New York. We have enlisted support from several current patrons to help with outreach and to work together to structure a patron program that can scale every year. - Earlier recruitment of volunteers. Due to the larger ﬁlm program and the fact that so many people had volunteered for the World Ski Championships, it was more challenging than usual to recruit volunteers. - Earlier marketing of the event, both locally and nationally will help to continue to drive attendance growth. - Festival transportation between venues and parking can still use improvement. •P/1(1%2%&-(%G%+-L()/82&1;'/+(-/(2&'-(>%&1'Y The event was signiﬁcantly better than the previous year in terms of sponsorship, marketing, and the number and quality of ﬁlms screened. Community Contribution !ZN/:+(/0([&;$((\((4<=((\(((WA]WE]3W!A •O%')1;6%(*/:(-*%(%G%+-(;82&)-%.([&;$V'('%+'%(/0()/88?+;->Y •The Vail Film Festival has taken place annually for the last twelve years, and brings local residents together for a shared cultural experience. •The festival is a celebration of film and promotes a positive and fun atmosphere throughout the event. •People gather together to view films, and often spend time discussing the films after the screenings, further building a sense of unity and community. •The film festival also hosts several social functions which serve to bring people together. •The Vail Film Festival has become an internationally recognized film festival, showcasing the Vail community’s support and passion for the arts. •The Vail Film Festival has been voted in the top 3 of all events in the Vail Valley in the Vail Daily reader’s poll. Topline Marketing Efforts !^N/:+(/0([&;$((\((4<=((\(((WA]WE]3W!A •4/8)&'- •[&;$(O&;$>(&.G%15';+, •BjN(1&.;/(&.G%15';+, •N[M(&.G%15';+, •<2;+,/(&.G%15';+, •l//,$%(B.:/1.' •P&)%6//C(&.G%15';+, •e/?N?6%(&.G%15';+, •</);&$(8%.;&(21/8/5/+ •a;-*/?-&6/DL(P;$8P1%%:&>L(4$;)CP/1P%'5G&$'(K$8('?68;'';/+(:%6';-%' •P;$8(;+.?'-1>(:%6';-%'(9j/G;%b>-%'L(j/G;%j&C%1L(I+CN;2L(%-)"@ •P;$8(')*//$'(&+.(?+;G%1';5%'(94/$/1&./(P;$8(<)*//$L(S%:(e/1C(P;$8(B)&.%8>L(4/$/1&./( j/?+-&;+(4/$$%,%L(4m(b/?$.%1(P;$8(.%2&1-8%+-@( •O%+G%1(P;$8(</);%->(&+.(/-*%1(K$8(0%'5G&$'(&+.(K$8(1%$&-%.(/1,&+;f&5/+'( •[&;$(P;$8(P%'5G&$(#/'-)&1.(8&;$%.(-*1/?,*/?-([&;$([&$$%> •b&++%1(;+([&;$([;$$&,% •#/'-)&1.'(&+.(2/'-%1'(-*1/?,*/?-([&;$([&$$%> •[%*;)$%(&+.('*?7$%(.%)&$'( Potential for Growth & Sponsorships/Media Exposure !AN/:+(/0([&;$((\((4<=((\((WA]WE]3W!A GROWTH •The Vail Film Festival has become a well established and internationally recognized event, and is very well known within the film industry. However, there are a number of significant opportunities to grow the event. The festival plans to continue to increase the number of films screened during the event, and thereby encourage more filmmakers and their friends and family to attend. The festival plans to introduce a new media section within the existing festival to encourage content creators from new and innovative platforms to attend the festival. This will widen our focus beyond traditional filmmakers and increase the festival’s attendance base, garner more exposure for the event, and attract a wider audience. MEDIA •The 2015 Film Festival received over 100 million media impressions, including strong film industry awareness both domestically and abroad. The festival will focus on greater media exposure by increasing our marketing spend, and putting a focus on celebrity and film producer invitations. This will help to enable continued high level film programming and increased media exposure. <#RS<RF<_I#( •The 2015 Vail Film Festival was able to secure several corporate sponsors, including Volvo, Comcast,and Lagunitas, but more sponsors are needed to meet and exceed our budget needs. We have started our sponsorship outreach earlier than ever before, and are already in talks with a number of national brands, including two auto companies. Sustainability Efforts !EN/:+(/0([&;$((\((4<=((\(((WA]WE]3W!A •a*&-(8%&'?1%'(:%1%(-&C%+(&-(>/?1(%G%+-(-/('?22/1-(-*%(%+G;1/+8%+-&$$>d01;%+.$>( ,/&$'(/0(-*%(N/:+(/0([&;$` •Staff and volunteers were encouraged to use their own reﬁllable water bottles. •Staff and volunteers were encouraged to car pool whenever possible between festival venues. •Attendees were encouraged to use Town of Vail shuttles, and the festival provided shuttles when needed. •The festival sent only electronic payment conﬁrmations and ﬁlmmaker/guest invitations. •The Vail Film Festival program guides were printed using vegetable ink. •The Vail Film Festival paid to offset our carbon footprint, and the Vail Film Festival has been certiﬁed Carbon Neutral by Carbonfund.org. !"#$!%&'$%($)*+,$+-$.%//+0#1$2%$2"#$-2#&*31-"+4$*'1$43%2#.5%'$%($%63$6'+76#$/%6'2*+'$#'8+3%'/#'29$$:'$.%'-+1#3*5%'$%($;%2"$ %63$,%.*,$*'1$<,%;*,$+/4*.2-$*'1$%44%326'+5#-=$%63$#'8+3%'/#'2*,$8+-+%'$+-$2%$1#/%'-23*2#$*'1$43%/%2#>$3#'#&*;,#$#'#3<?=$ 3#-%63.#$#@.+#'.?=$#.%-?-2#/$43%2#.5%'=$*'1$.%//6'+2?$*&*3#'#--$*'1$#16.*5%'9$ Event Budget !HN/:+(/0([&;$((\((4<=((\(((WA]WE]3W!A •N/-&$(%G%+-(6?.,%-Y(nZ3HLZWW •4<=(0?+.'Y(nAWLWWW •#1/K-(&+.($/''Y(n!Q^LQWW(21/0;-(&+.(n!Q!LMAW($/'' •P?+.;+,(?5$;f&5/+Y(j&1C%5+,(&+.(21/.?)5/+ •I+dC;+.('2/+'/1'*;2Y(n!Z3L^WW •4&'*('2/+'/1'*;2Y(n!3^LAWW REVENUE Cash In-Kind Total Corporate Sponsorship: IMDB (Withoutabox.com)20000 20000 Volvo 10000 10000 School agency 20000 20000 Comcast 20000 20000 Hong Kong Trade Office 10000 10000 AMT radio 15000 15000 Town of Vail 50000 50000 CO Film Commission 1500 1,500 Slifer Smith & Frampton 2500 2,500 Lessing Foundation 15000 15,000 Archaea Mass 15000 15,000 Avon Theater 2500 2,500 Triumph properties 1500 1,500 Vail Daily 20000 20,000 Allegreti Foundation 10000 10,000 Colorado Mountain Express 5000 5,000 SAG Indie 1500 1,500 Simba Run 3500 3,500 Lagunitas 10000 10,000 Vail Racquet Club 5000 5,000 TV8 7500 7500 Sitzmark Lodge 3500 3500 Sun Vail 3000 3000 Antlers 2400 2400 Evergreen Lodge 2500 2500 Total Corporate Sponsorships 124500 132400 256,900 2015 Vail Film Festival Budget Total gifts, grants, contibutions 12000 12000 Receipts: admissions, sales, services 58,400 58400 Total Revenue 194,900 327,300 EXPENSES Marketing & Promotion Marketing Expenses 21700 92500 114200 Press releases and social media promotion 8500 8500 Sub-Total Marketing & Promotion $30,200.00 82500 122700 General and Administrative Office Expense (rent, utilities)10000 10000 Utitilities (phones)1200 1200 Computer Services 500 500 Supplies/Miscellaneous 2500 2500 Staff Shirts 2500 2500 Lodging 8700 19900 28600 Flights, Car Rental, Gas costs, Shuttles, Trains 10200 5000 15200 Volunteer Expenses 3000 3000 Credit Card Fees 1,300 1300 Secured Server Rental (online sales)500 500 Shipping 2000 2000 Meal expenses 2800 2800 Accounting 3300 3300 Insurance 6000 6000 Sub-Total General and Administrative 54500 24900 79400 General Production Website Administration and Design 2500 7500 10000 Awards 1200 1200 Editing, Misc.1500 1500 Sched 300 300 Film & Photography 1500 1500 Film Fees 3000 3000 Sub-Total General Production 10000 7500 17500 Print/Advertising Publicist 1,000 1000 program guides 3500 3500 Design/Layout Fees 5000 7500 12500 Tickets/Programs & Event Rel.9200 9200 Print 15700 15700 Sub-Total Print/Advertising 34,400 41900 Event Expenses Hospitality Lounge 5000 5000 Marriot & Closing Night Party 17,900 17900 Event Materials for Parties 3,500 3500 Cascade 4,500 4500 Lodge at Vail and Opening Party 9,500 9500 Security 1000 1000 Tech equipment and services 16,800 16800 Parking 1,100 1100 Permits 250 250 VMS 3,200 3200 Sub-Total Evening Event Expenses 62,750 62750 Grand Total Expenses $191,850 324250 Net Income $3,050 3,050 'D\YLVLWRU WR9DLO )XOOWLPH GRZQYDOOH\ UHVLGHQW )XOOWLPH UHVLGHQWRI 7RZQRI9DLO 2YHUQLJKW YLVLWRUWRWKH UHJLRQ 6HDVRQDO UHVLGHQWRI 9DLO9DOOH\ 3 H U F H Q W 5 H V S R Q G L Q J 9LVLWRU7\SH 3HUFHQW5HVSRQGLQJ $JHRIUHVSRQGHQW RUROGHU *HQGHU 0DOH )HPDOH 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