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Home My WebLink About3.c. 2015 Winter Event Recap with Survey_Vail SymposiumSurveyed Event Recap: Vail Symposium Winter 2015 May 6, 2015 Vail Symposium Winter 2015 Dec. 18, 2014 – April 9, 2015 Tracey Flower, Executive Director Office: 970.476.0954 Mobile: 970.331.1296 tracey@vailsymposium.org 2 Town of Vail | CSE | 5/6/15 Attendance Estimate 3 Town of Vail | CSE | 5/6/15 Winter 2016: •Higher concentration of events in a shorter timeframe (no programs earlier than December 15, none later than March 31, with the majority in January, February and March) •Increased market research and targeted marketing based on previous audience demographics Visitor Type 4 Town of Vail | CSE | 5/6/15 •As a community based organization with a strong local support base, this visitor split is in line with expectations. •However, the 9% of overnight visitors is unexpected and pleasantly surprising. •Increased research into overnight visitors (where they came from, why, what topics they’re interested in) and marketing more to similar demographics. Overall Visitor Profile 5 Town of Vail | CSE | 5/6/15 •Anticipated demographic is aged 55 or older, educated, homeowner or second- homeowner of the Vail Valley with an annual household income of $55,000+. •Reached target demographic, but have identified a current goal as expanding this demographic to include more young professionals (18-35) and local students and the survey results do not reflect us having achieved that goal yet. •Increased partnerships with local schools and other youth-based and young professional organizations Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 Town of Vail | CSE | 5/6/15 •Recommend all out-of-town attendees stay at the Antlers at Vail, the preferred hotel of the Vail Symposium. The Antlers offers a minimum 15% discount to Vail Symposium attendees. •Utilized Vail venues for programs to encourage guests to stay within the Town of Vail. Role/Importance of Event in Intent to Visit Vail 7 Town of Vail | CSE | 5/6/15 •The primary factor in attracting out-of-town visitors this winter was speaker self-promotion (for example: Dr. Eben Alexander adding his Symposium speaking engagement to the calendar on his website). •A secondary factor was two-day speaker lecture/workshop events. •Increased grassroots marketing support from speakers and more targeted out-of-state marketing initiatives. NPS (Net Promoter Score)/Likelihood to Recommend 8 Town of Vail | CSE | 5/6/15 •This is very reflective of the average event experience. •Working on improved speaker presentation coaching, continuing to secure the best event venues and overall consistent quality. Estimated Return on Investment (ROI) & Attendee Expenditures 9 Town of Vail | CSE | 5/6/15 •Program attendees are encouraged to dine out at local restaurants following a Vail Symposium event. •Post-program speaker dinners are always at a Vail restaurant. •Area for improvement. Vail Brand Compatibility The Premier International Mountain Resort Community 10 The event met the standard of excellence by: •Superior level of speaker quality, including nationally and internationally recognized and respected individuals who are experts in their fields. •Diverse and balanced program topics, including discussions on global, national and state economics, environment, body image, nonviolent conflict resolution, mind/body/spirit health, and more. •High-quality venues throughout Vail •Creating a sense of community amongst program attendees. Eben Alexander, author “Map of Heaven” | March 16, 2015 Esther George, President Kansas City Federal Reserve | April 9, 2015 Town of Vail | CSE | 5/6/15 Event Strengths & Weaknesses 11 Town of Vail | CSE | 5/6/15 Exceeded expectations in these ways: Out of town program attendees Improved venue selection Improved data collection from attendees Increased level of excitement in the community surrounding Vail Symposium programs Measures that could be taken for event improvement: Need to expand sponsorship opportunities and relationships Improved marketing to destination guests Growth currently limited by organization size & capacity For repeat event, comparison to past years: Winter 2015: 17 programs, 1,528 attendees Winter 2014: 12 programs, 1,241 attendees Winter 2013: 13 programs, 1,342 attendees Winter 2012: 19 programs, 1,735 attendees Community Contribution 12 Town of Vail | CSE | 5/6/15 Describe how the event impacted Vail’s sense of community: Provided weekly opportunities for residents and guests of the Vail Valley to convene together to learn about topics they care about live, in person, and the opportunity to discuss those topics with the speakers and each other. Speakers in the Schools program brought all four Winter 2015 Unlimited Adventure speakers into Eagle County Schools to speak to local middle school students (the goal for Winter 2016 is to see all speakers visit local students). “Your Body, Your Image” program sparked important conversation in the community about a little-discussed subject. Topline Marketing Efforts 13 Town of Vail | CSE | 5/6/15 •Winter program brochure reach 10,000+ •5,000 rack cards distributed throughout Vail •Ad & feature in Visit Vail Valley magazine •Ads in Mountain Living Magazine •Over 50 ads and more than 20 articles in the Vail Daily •9 spots on 104.7 The Mile •15 TV8 interviews •1 program broadcast on C-SPAN •1 blog post on Westword.com •Increased social media presence (record 1,000+ followers on Facebook) Potential for Growth & Sponsorships/Media Exposure 14 Town of Vail | CSE | 5/6/15 •Increased number of programs per season. •Presenting a multi-day event in 5 years. •Strengthening partnerships for increased exposure and sponsorship with: The University of Denver, The Women’s Foundation of Colorado, Alpine Bank, The Bookworm, Denver Art Museum and other local and statewide businesses and organizations. •Working more closely with speakers in advance of their Symposium talks to increase promotion to their fans and followers. •Increased online presence with podcasts and, eventually, video production of events. •Researching and identifying markets outside of Vail with an interest in coming to Vail specifically for a Symposium event. Sustainability Efforts 15 Town of Vail | CSE | 5/6/15 What measures were taken at your event to support the environmentally-friendly goals of the Town of Vail? •Recycling at program venues and in office. •Recyclable and/or reusable plates and glassware used at program receptions. •Programs that encourage conservation and an increased appreciation for nature and the environment. (Example: “Down the Colorado River” with Zak Podmore on January 15, 2015.) 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. Event Budget 16 Town of Vail | CSE | 5/6/15 •Total event budget: $60,155 (total event expense December 2014-April 2015) •CSE funds: $35,000 •Profit and loss: $16,000 (net income December 2014-April 2015) •Funding utilization: Funds used for the speaker expenses, set-up fees, production & marketing of of the 17 programs in the Vail Symposium’s Winter 2015 season. •In-kind sponsorship: $68,000 (total received December 2014-April 2015) •Cash sponsorship: $9,500 (corporate underwriting & grants, December 2014-April 2015) Summer 2015 & Winter 2016 Sneak Peak 17 Town of Vail | CSE | 5/6/15 Summer 2015: 17 Programs Total More lectures & workshops from the Consciousness Series An outdoor film series presented in partnership with Vail Film Festival Talks on solar energy, Middle East/West relations, education and more! Winter 2016: 20+ Programs in the works Financial programs with an emphasis on financial education for young adults An all-female lineup of intrepid adventurers for Unlimited Adventure 2016 Hot topic talks on legislation, politics and the criminal justice system Authors, consciousness workshops, an art series, and more! THANK YOU! 18 Town of Vail | CSE | 5/6/15 Without the support of the Town of Vail and the Commission on Special Events we would not be able to bring engaging, innovative, thought- provoking speakers to Vail. Nor would we be able to implement as many marketing initiatives without your support. We’re looking forward to providing the same level of quality programming and diverse, engaging subject matter in 2016, and to increasing our demographic reach in 2016 and beyond. Our goal is to provide an event that not only increases the sense of community and enhances the quality of life for residents of the Vail Valley but also attracts and serves destination guests. 9:00 AM 05/05/15 Cash Basis Vail Symposium Profit & Loss December 2014 through April 2015 Dec '14 - Apr 15 Ordinary Income/Expense Income Total Event Sales 26,668.08 Fund Raising Total Fund Raising Events 10,522.50 Total Fundraising-Giving 87,045.60 Total Fund Raising 97,568.10 Ad Revenue 1,500.00 Other Income 5,500.00 Total Income 131,236.18 GROSS PROFIT 131,236.18 Expense Administration Total Administration 20,559.27 Event Expense Speaker Workshop Costs 3,840.00 Audio-Visual Rental 18.05 Food and Refreshments 9,657.76 Honorarium 650.00 Paid Dinners 2,348.95 Set-up Expenses 4,095.23 Speaker Travel 8,401.46 Venue Costs 4,215.00 *Event Portion of Payroll Total Event Expense 33,226.45 26,929.83 Fund Raising Expense 14,993.58 Operating Costs Advertising/Media 2,354.59 Postage 1,324.56 Web Site Maintenance 1,483.00 Total Payroll* Expenses 50,811.10 Total Operating Costs 55,973.25 Uncategorized Expense -9,527.00 Total Expense 115,225.55 Net Ordinary Income 16,010.63 Page 1 of 1 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 53% 23% 10%4%9% Visitor Type 0%50%100% Percent Responding Age of respondent 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Male Female Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more State/Country Colorado Texas California Connecticut Florida Minnesota New Mexico 4% 12% 21% 31% 26% 8% 32% 68% 16% 30% 21% 33% 90% 2% 1% 1% 1% 1% 1% Overall Visitor Profile 0K 1K 2K 3K 4K A t t e n d e e -D a y s 1.5K Attendance Estimate 0%20%40%60% Percent Responding Are you staying:In paid lodging Vacation home/timeshare With friends/family 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 38% 46% 8% 8% 15% 62% 8% 0% 0% 15% 15% 8% 31% 15% 0% 31% 56% 0% 13% 25% 0% 6% 0% 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% P e r c e n t R e s p o n d i n g 13% 0% 13% 0% 11% 75% 0%0%0%0% 44% 11% 22% 0%11% 56% 0%2%0%5% 0% 28% 0%0%0%0%0%0% 25% 0%0% 75% 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 ] 65% 26% 9% 56% Likelihood of Recommending Event to a Friend or Family Member Total amount you will spend today and tonight Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Other items excluding lodging Recreation (skiing, lessons, rentals, etc.) $0 $50 $100 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 $32 $17 $5 $5 $4 $1 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio (incremental community economic impact per dollar of event funding) $1.39 $48,565.44 $35,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Symposium, December 18 - April 9 The overall sample size for this post-event web survey is 96. Please note that sample sizes are smaller for subgroups. Overnight only Average Day visitor Full-time downvalley resident Overnight visitor Seasonal resident of Vail Valley 1.3 2.9 3.5 9.0