HomeMy WebLinkAbout5.a. 2015 Spring Back to Vail Event Recap CompleteSurveyed Event Recap: Spring Back to Vail
Spring Back to Vail: April 17 – 19, 2015
Office: 970.476.6797 x 712
Mobile: 970.376.1876
missy@gohighline.com
2
Town
of
Vail
|
CSE
|
7/1/15
Attendance Estimate
3
• How
would
you
impact
a=endance
next
year?
• We
conCnue
to
work
with
Event
Partners
to
collaborate
on
the
social/digital
push
to
promote
the
event,
work
as
a
team
to
contract
with
the
right
talent
and
to
create
new
and
exciCng
partner
acCvaCons
to
increase
event
a=endance.
Town
of
Vail
|
CSE
|
7/1/
Town
of
Vail
|
CSE
|
7/1/15
Visitor Type
4
• Was
this
the
visitor
type
split
you
expected?
Yes,
very
similar
although
we
show
a
higher
a=endance
based
on
concerts,
base
area
expo,
on-‐mountain
acCon
and
apres
and
aPer-‐dark
parCes.
• Why
or
why
not?
Please
explain.
The
markeCng
is
thoughQully
placed
with
a
varied
mix
in
order
to
achieve
a
similar
mix
to
the
below.
• What
steps
would
you
take
to
opCmize
visitor
mix?
We
conCnue
to
work
with
Event
Partners
to
collaborate
on
the
social/digital
push
to
promote
the
event,
work
as
a
team
to
contract
with
the
right
talent
and
to
create
new
and
exciCng
partner
acCvaCons
to
increase
event
a=endance.
Town
of
Vail
|
CSE
|
7/1/15
Overall Visitor Profile
5
• Who
was
your
anCcipated
target
demographic?
• Did
you
reach
your
target
demographic?
• Why
or
why
not?
• What
would
you
change
to
reach
that
audience
next
year?
Town
of
Vail
|
CSE
|
7/1/15
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
6
• What
measures
did
you
take
to
incenCvize
a=endees
to
book
lodging
in
the
Town
of
Vail?
Town
of
Vail
|
CSE
|
7/1/15
Role/Importance of Event in Intent to Visit Vail
7
• What
acCons
did
you
take
this
year
to
generate
the
number
of
overnight
guests?
Messaging
directs
people
to
vail.com/springback
where
a
number
of
lodging
packages
are
available.
• How
would
you
increase
the
number
of
overnight
Vail
guests
coming
for
the
event
next
year?
ConCnue
with
a
strong
markeCng
plaQorm
through
several
medias
and
booking
bands
with
a
strong
following.
Town
of
Vail
|
CSE
|
7/1/15
NPS (Net Promoter Score)/Likelihood to Recommend
8
• Do
you
think
the
NPS
scores
reflect
the
a=endee
event
experience?
Yes.
All
events
at
Spring
Back
to
Vail
are
designed
to
create
a
great
atmosphere
and
variety
of
experiences
for
guests
to
enjoy
even
outside
of
their
on-‐mountain
experience.
• What
steps
would
you
take
to
improve
the
NPS
scores
for
your
event
next
year?
As
Event
Producers
working
with
Vail
Mountain,
the
team
collaborates
to
conCnuously
stay
on
pulse
with
popular
entertainment,
unique
partner
experiences
within
the
budget
and
current
goals.
Town
of
Vail
|
CSE
|
7/1/15
Estimated Return on Investment (ROI) & Attendee Expenditures
9
• What
did
your
event
do
to
encourage
spending
in
Vail?
• -‐
Vail.com
promotes
a
wide
variety
of
acCvity,
lodging
and
restaurants
within
the
Town
of
Vail
through
content,
links
to
deals
and
more.
• -‐
The
concerts
within
the
Town
of
Vail
directly
impact
the
traffic
within
the
Town
of
Vail
Restaurants,
retailers
and
bars.
Town
of
Vail
|
CSE
|
7/1/15
Vail Brand Compatibility
The
Premier
Interna-onal
Mountain
Resort
Community
10
The
event
met
the
standard
of
excellence
by:
• Vail
wrapped
up
the
2015
winter
season
in
style
with
a
successful,
well
a=ended
Spring
Back
to
Vail.
Awesome
live
concerts
with
Spring
Back
to
Vail
created
a
weekend
in
Vail
not
to
be
missed.
AddiConal
event
elements
included
the
Sponsor
Expo
Village,
A
Luau
celebraCon,
apres
and
aPer
dark
parCes
and
the
World
Pond
Skimming
Championships.
• MarkeCng
and
PR
campaigns
were
very
successful
–
major
coverage
generated
millions
of
impressions
and
well
over
$400,000.00
in
value.
• Media
included
print,
radio,
video,
social
and
digital
media
and
more.
Town
of
Vail
|
CSE
|
7/1/15
Event Strengths & Weaknesses
11
• Measures
that
could
be
taken
for
event
improvement:
• This
event
is
a
well-‐oiled
machine
bringing
a
wide
variety
of
visitors
to
the
area.
The
constant
focus
is
to
create
unique,
memorable
experiences
for
guests
which
is
exceeded
through
evolving
with
the
event
partnerships,
event
elements,
promoCons
and
more.
• For
repeat
event,
comparison
to
past
years:
• Spring
Back
to
Vail
was
of
the
most
successful
in
many
years.
The
concerts
conCnue
to
provide
strong
entertainment
with
a
variety
for
guests
to
enjoy.
It
was,
once
again,
a
great
close-‐out
to
the
ski
season
complete
with
a
robust
markeCng
plaQorm.
Town
of
Vail
|
CSE
|
7/1/15
Event Strengths & Weaknesses
12
• Exceeded
expectaCons
in
these
ways:
• Spring
Back
to
Vail,
the
annual
spring
bash
celebraCng
the
close
of
the
winter
season,
returned
to
Vail
for
its
12th
year,
April
17-‐19,
2015.
Spring
Back
celebrated
the
season
in
style
with
a
jam-‐packed
schedule
of
parCes,
giveaways,
on-‐mountain
events
and
three
headliner
concerts.
• Headliners
for
Spring
Back
to
Vail
included
Portugal.
The
Man,
Trampled
by
Turtles
and
The
Greyboy
Allstars
alongside
of
stellar
opening
acts
Bonfire
Dub,
Frogs
Gone
Fishin’
and
DJ
Ramona.
The
event
schedule
also
included
the
ever-‐popular
World
Pond
Skimming
Championships
and
Expo
Village.
• New
addiCons
this
year
included
The
Luau/Pig
Roast
at
The
Beach
at
Mid-‐Vail
presented
by
Bud
Light
and
Free
EpicMix
Racing
sponsored
by
Audi.
Town
of
Vail
|
CSE
|
7/1/15
Event Strengths & Weaknesses
13
• Exceeded
expectaCons
in
these
ways:
• Vail
remains
commi=ed
to
providing
free,
first-‐rate
entertainment
for
locals
and
desCnaCon
guests
from
all
over
the
world.
The-‐weekend
event
kept
lodging
at
capacity,
restaurants
and
shops
packed
and
the
mountain
full
of
smiling
skiers
and
riders.
• Strong
Sponsorship
-‐
Spring
Back
to
Vail
was
presented
by
Vail
Mountain,
Pepsi,
Bud
Light,
Audi,
Smith,
and
Town
of
Vail,
and
brought
to
you
in
part
by
GoPro,
Helly
Hansen,
Liberty
Skis,
Vail
Resorts
Retail
and
Colorado
Mountain
Express.
Town
of
Vail
|
CSE
|
7/1/15
Community Contribution
14
• Describe
how
the
event
impacted
Vail’s
sense
of
community:
• Spring
Back
to
Vail
does
a
great
job
of
impacCng
the
sense
of
community.
Spring
Back
to
Vail
brought
the
fesCve
crowds
out
to
celebrate
the
mountain,
spring
weather
and
all
that
Vail
has
to
offer.
• This
event
drove
traffic
to
the
mountains
for
crowds
to
enjoy
the
entertainment
and
springCme
in
the
mountains.
• Spring
Back
to
Vail
kept
the
momentum
going
throughout
closing
weekend
with
free
concerts
and
a
variety
of
fun
sponsor
acCvaCons
for
guests
to
enjoy
both
on-‐mountain
and
off.
Town
of
Vail
|
CSE
|
7/1/15
Topline Marketing Efforts - GENERAL
15
A
full
adverCsing,
markeCng
and
public
relaCons
campaign
was
executed
surrounding
Spring
Back
to
Vail
in
the
Front
Range
and
Local
Media.
Placements
were
made
with
print,
broadcast
and
digital
outlets.
Front
Range
Media
generated
2,047,714
impressions
and
consisted
of:
– Cable
– Digital
Radio
– Print
– Out
of
Home
– Westword
Local
In-‐Resort
Media
generated
498,000
impressions
and
consisted
of:
– Print
– Radio
Town
of
Vail
|
CSE
|
7/1/15
Topline Marketing Efforts - TELEVISION
16
Front
Range
Cable
TV
generated
751,837
adult
impressions
and
consisted
of:
128
spots
on
Comcast,
Dish
and
DirecTV
3/30-‐4/18/15
:15/:15
Bookends
Networks:
Comedy
Central,
CNBC,
Discovery,
Food
Network,
Entertainment,
ESPN,
FX,
TBS,
History
Channel
Town
of
Vail
|
CSE
|
7/1/15
Topline Marketing Efforts – FRONT RANGE PANDORA
17
Targeted
Adults
25-‐49
in
the
Denver
DMA
:30
audio
ad
with
accompanying
500x500
and
added
value
300x250
banner
served
on
mobile
devices
Flight:
3/30-‐4/18/15
1.9%
share
of
voice
306,007
total
impressions
generated
Script
verbiage:
Join
us
for
the
biggest
end
of
season
bash
in
the
Rockies
at
Spring
Back
to
Vail,
April
17th
through
the
19th!
Vail
ends
the
season
in
style
April
17th
through
the
19th
with
some
serious
fun
under
the
sun,
including
free
live
concerts,
the
infamous
World
Pond
Skimming
Championships,
après
parGes,
expo
village
and
so
much
more!
Go
to
vail
dot
com
to
book
your
end-‐of-‐season
Vail
getaway
and
save
up
to
40
percent
off
lodging.
Spring
Back
to
Vail:
April
17th
through
the
19th.
Vail:
Like
Nothing
on
Earth.
Town
of
Vail
|
CSE
|
7/1/15
Topline Marketing Efforts – WESTWORD ONLINE
18
• Front
Range
Westword
online
generated
189,430
adult
impressions
and
consisted
of:
– Content
Inclusion
in
E-‐Newsle=er
• 72,342
total
impressions
generated
on
4/1/15
and
4/15/15
– 60,445
Targeted
Banner
Impressions
• 3/23-‐4/12/15
– Social
Posts:
• Twi=er
posts
on
3/30
and
4/14/15
generated
50,200
impressions
total
• Instagram
post
on
4/9/15
generated
6,443
impressions
total
Town
of
Vail
|
CSE
|
7/1/15
Topline Marketing Efforts – WESTWORD OFFLINE
19
• Front
Range
Westword
print
generated
540,000
adult
impressions
and
consisted
of:
– One
Jr.
Page
Four
Color
print
ad
in
the
“Best
Of
issue”:
3/26/15
– Two
Half
Page
Four
Color
print
ads:
4/2/15
and
4/9/15
Town
of
Vail
|
CSE
|
7/1/15
Topline Marketing Efforts – OOH BAR COASTERS AND
POSTERS
20
• 2,000
coasters
in
rotaCon
in
each
locaCon
from
3/21/15-‐4/18/15
and
generated
15,000
adult
impressions
• Two
posters
posted
in
each
locaCon
from
3/21/15-‐4/18/15
and
generated
180,000
adult
impressions
– LoDo’s
Restaurant
Downtown
– Falling
Rock
Tap
House
– Jackson’s
Sports
Grill
Town
of
Vail
|
CSE
|
7/1/15
Topline Marketing Efforts – LOCAL PRINT & RADIO
21
• Local
In-‐Resort
Media
generated
498,000
adult
impressions
and
consisted
of:
– Vail
Daily:
207,000
impressions,
six
inserCons
total,
half-‐page
full
color
– Vail
Weekly:
138,000
impressions,
four
full-‐page
full
color
inserCons
– Local
Radio:
153,000
impressions,:60
Spots
on
KCCH
and
KZYR
from
3/30-‐4/18/15
Town
of
Vail
|
CSE
|
7/1/15
Topline Marketing Efforts – DIGITAL
22
• Event
informaCon
was
included
in
email
blasts
from
numerous
organizaCons,
including
Vail
Mountain,
Town
of
Vail,
Open
Snow,
Highline
and
others.
• Local
and
DesCnaCon
Passholder
email
blasts
were
sent
out
that
included
Spring
Back
to
Vail
messaging,
including
event
informaCon
and
lodging
deals.
– March
18:
4.4%
click-‐through
rate;
30.9%
open
rate
– April
6:
4.4%
click-‐through
rate;
26.8%
open
rate
• Spring
Back
to
Vail
had
an
event
page
at
vail.com/springback,
which
included
schedules,
sponsor
logos
and
links
and
more.
• Online
staCc
ads
for
Vail
Snow
Daze
were
placed
in-‐state
through
networks
that
serve
ads
through
geo-‐targeCng
and
online
behavior.
Digitally,
there
were
495,437
impressions.
• Social
media
(ie.
Facebook,
Instagram,
Twi=er)
played
a
large
role
in
spreading
the
word
about
the
event,
as
many
of
the
arCsts
and
sponsors
involved
in
the
event
are
very
acCve
on
a
number
of
social
networks.
– Facebook:
9
posts;
336,451
impressions;
15,224
clicks
– Instagram:
17
posts;
41,345
likes,
739
comments
– Twi=er:
35
tweets;
223,085
total
reach;
168
retweets
Town
of
Vail
|
CSE
|
7/1/15
Topline Marketing Efforts – PUBLIC RELATIONS
23
A
comprehensive
public
relaCons
campaign
surrounding
Spring
Back
to
Vail
was
conducted.
Three
press
releases
related
to
Spring
Back
to
Vail
were
sent
out,
including
announcements
to
local
and
regional
media
contacts.
• SBTV
Lineup
announcement
on
2/24
• SBTV
included
in
snow
message
on
2/26
• World
Pond
Skimming
Championships
announcement
on
3/19
• Included
in
spring
Cp
sheet
distributed
to
media
on
3/9
• Included
in
spring
operaCons/schedule
release
on
4/10
• Pond
Skimming
and
closing
day
concert
included
in
closing
day
release
on
4/14
• Highlighted
in
media
event
sheet
all
winter
Town
of
Vail
|
CSE
|
7/1/15
Potential for Growth & Sponsorships/Media Exposure
24
• The
robust
markeCng
plaQorms
and
savvy
social/digital
plaQorms
in
place
by
Vail
lend
to
exponenCal
growth
in
Event
followers
and
acCon
• New
naConal
brands
conCnue
to
be
part
of
the
markeCng
mix
at
Spring
Back
to
Vail
• We
conCnue
to
aim
for
growth
with
the
ski
industry
hard
goods
category
with
gear
demos
for
the
guests
to
enjoy
Town
of
Vail
|
CSE
|
7/1/15
Sustainability Efforts
25
• Worked
with
town
environmental
officials
to
develop
green
pracCces
and
worked
with
Vail
Honey
Wagon
to
recycle
all
event
cardboard,
plasCc
and
aluminum
• Had
event
staff
dedicated
to
collecCng
and
sorCng
trash
and
recycling
• Served
beverages
in
recyclable
or
compostable
cups
• No
vehicles
were
leP
idle
while
loading
in
and
out
• Moved
to
majority
use
of
linens
in
lieu
of
plasCc
disposable
tablecloths
The
Town
of
Vail
is
commi[ed
to
the
stewardship
and
protecGon
of
our
unique
mountain
environment.
In
consideraGon
of
both
our
local
and
global
impacts
and
opportuniGes,
our
environmental
vision
is
to
demonstrate
and
promote:
renewable
energy,
resource
efficiency,
ecosystem
protecGon,
and
community
awareness
and
educaGon.
Town
of
Vail
|
CSE
|
7/1/15
Event Budget
26
• Total
event
budget:
$399,943
• CSE
funds:
$40,000
• Profit
and
loss:
-‐
• Funding
uClizaCon:
Overall
Event
ProducCon
• In-‐kind
sponsorship:
-‐
• Cash
sponsorship:
$320,848
* Event producer to attach detailed budget for recap
Town
of
Vail
|
CSE
|
7/1/15
Additional Information/Appendix
27
• Detailed
budget
in
complete
PDF
• Full
version
of
the
Survey
Dashboard
PDF
in
Appendix
• AddiConal
MarkeCng
Display
Items
and
PR
Examples
D a y v i s i t o r
t o V a i l
F u l l - t i me
d o w n v a l l e y
r e s i d e n t
F u l l - t i me
r e s i d e n t o f
T o w n o f V a i l
O v e r n i g h t
v i s i t o r t o t h e
r e g i o n
S e a s o n a l
r e s i d e n t o f
V a i l V a l l e y
0 %
2 0 %
4 0 %
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P e r c
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e
s
p
o
n
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i
n
g
1 1 %1 7 %
6 6 %
3 %2 %
V i s i t o r T y p e
0 %2 0 %4 0 %6 0 %8 0 %
P e r c e n t R e s p o n d i n g
A n n u a l H o u s e h o l d
I n c o me
U n d e r $ 5 0 k
$ 5 0 k - $ 1 0 0 k
$ 1 0 0 - $ 1 5 0 k
$ 1 5 0 k o r mo r e
A g e o f r e s p o n d e n t 1 8 - 2 4
2 5 - 3 4
3 5 - 4 4
4 5 - 5 4
5 5 - 6 4
6 5 - 7 4
G e n d e r Ma l e
F e ma l e
S t a t e / C o u n t r y C o l o r a d o
C a l i f o r n i a
I l l i n o i s
T e x a s
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Mi c h i g a n
Mi n n e s o t a
N e w Y o r k
Wa s h i n g t o n
Wi s c o n s i n
3 7 %
3 8 %
8 %
1 7 %
1 2 %
3 8 %
7 %
2 0 %
1 5 %
7 %
6 6 %
3 4 %
5 1 %
5 %
5 %
4 %
2 %
2 %
2 %
2 %
2 %
2 %
O v e r a l l V i s i t o r P r o f i l e
0 K
1 0 K
2 0 K
3 0 K
4 0 K
5 0 K
A
t
t
e
n
d
e
e
-
D
a
y
s
1 0 . 8 K
A t t e n d a n c e E s t i ma t e
0 %2 0 %4 0 %6 0 %8 0 %
P e r c e n t R e s p o n d i n g
A r e y o u s t a y i n g :I n p a i d l o d g i n g
V a c a t i o n h o me / t i me s h a r e
Wi t h f r i e n d s / f a mi l y
O t h e r
H o w ma n y p e o p l e
a r e s t a y i n g i n
y o u r
a c c o mmo d a t i o n s
u n i t ?
My s e l f o n l y
2
3
4
5
6 o r mo r e
N i g h t s i n t h e a r e a
t h i s t r i p
1
2
3 - 5
6 - 8
9 - 1 4
1 5 o r mo r e
Wh e r e a r e y o u r
l o d g i n g
a c c o mmo d a t i o n s
l o c a t e d ?
V a i l
B e a v e r C r e e k
A v o n
E d w a r d s
E a g l e / G y p s u m
S u mmi t C o u n t y
O t h e r
6 0 %
1 7 %
2 0 %
3 %
5 %
3 9 %
5 %
1 9 %
1 0 %
2 2 %
7 %
1 3 %
4 3 %
2 5 %
7 %
5 %
6 7 %
1 3 %
1 0 %
3 %
0 %
7 %
0 %
N i g h t l y R a t e ( i f P a i d )
A v e r a g e : $ 3 2 8
Me d i a n : $ 2 9 9
O v e r n i g h t V i s i t o r P r o f i l e : O v e r n i g h t V i s i t o r s a n d S e a s o n a l R e s i d e n t s O n l y
0 : N o n e , I
w o u l d h a v e
c o me t o V a i l
a n y w a y
1 2 3 4 5 : H a l f my
r e a s o n f o r
c o mi n g t o
V a i l
6 7 8 9 1 0 : My o n l y
r e a s o n f o r
c o mi n g t o
V a i l
0 %
2 0 %
4 0 %
6 0 %
8 0 %
1 0 0 %
P e r c
e
n
t
R
e
s
p
o
n
d
i
n
g
0 %
5 0 %
0 %
3 4 %
2 %0 %3 %5 %3 %
2 1 %
2 0 %
5 0 %
0 %0 %0 %
1 2 %1 6 %1 0 %0 %
3 0 %
0 %
1 0 %2 0 %
0 %0 %0 %0 %
1 0 0 %
I mp o r t a n c e o f E v e n t i n D e c i s i o n t o V i s i t V a i l T o d a y
P r o mo t e r P a s s i v e D e t r a c t o r
N P S ( P r o mo t e r s mi n u s
D e t r a c t o r s )
1 0 %
2 0 %
3 0 %
4 0 %
5 0 %
6 0 %
7 0 %
8 0 %
9 0 %
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
]
8 4 %
5 %1 1 %
7 3 %
L i k e l i h o o d o f R e c o mme n d i n g E v e n t t o a F r i e n d o r F a mi l y M e mb e r
T o t a l
R e s t a u r a n t s / B a r s /
P r e p a r e d F o o d
V e n d o r s
R e c r e a t i o n ( s k i i n g ,
l e s s o n s , r e n t a l s ,
e t c . )
S h o p p i n g L o d g i n g O t h e r i t e ms
e x c l u d i n g l o d g i n g
$ 0
$ 1 0 0
$ 2 0 0
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
$ 1 6 9
$ 7 7
$ 3 3 $ 3 1 $ 2 0 $ 7
D i r e c t E c o n o mi c I mp a c t t o T O V p e r A t t e n d e e - D a y
2 0 1 5 e v e n t f u n d i n g
D i r e c t e c o n o mi c i mp a c t t o T O V
E c o n o mi c i mp a c t p a y b a c k r a t i o
( i n c r e me n t a l c o mmu n i t y e c o n o mi c
i mp a c t p e r d o l l a r o f e v e n t f u n d i n g )
$ 4 5 . 6 3
$ 1 , 8 2 5 , 3 0 2 . 8 7
$ 4 0 , 0 0 0 . 0 0
R e t u r n o n I n v e s t me n t : F u n d i n g v s . I mp a c t
S u mma r y o f K e y T r i p C h a r a c t e r i s t i c s a n d D e mo g r a p h i c s
2 0 1 5 E v e n t V i s i t o r S u mma r y : S p r i n g B a c k t o V a i l , A p r i l 1 7 - 1 9
T h e o v e r a l l s a mp l e s i z e f o r t h i s s u r v e y i s 8 8 . P l e a s e n o t e t h a t s a mp l e s i z e s a r e s ma l l e r f o r s u b g r o u p s .
O v e r n i g h t o n l y
A v e r a g e
D a y v i s i t o r
F u l l - t i me d o w n v a l l e y r e s i d e n t
O v e r n i g h t v i s i t o r
S e a s o n a l r e s i d e n t o f V a i l V a l l e y 2 . 5
4 . 1
6 . 2
1 0 . 0
D a y v i s i t o r t o V a i l
F u l l - t i me d o w n v a l l e y r e s i d e n t
F u l l - t i me r e s i d e n t o f T o w n o f V a i l
O v e r n i g h t v i s i t o r t o t h e r e g i o n
S e a s o n a l r e s i d e n t o f V a i l V a l l e y
-CONFIDENTIAL-
Prepared by H I G H L I N E
2014-15 Vail Mtn. Icon Event Budget
(updated as of 6/24/2015)
Actual
Spring Back to Vail
REVENUES:
419 Sponsorships/Vail Mtn/SA Funding 320,848$
420.5 CSE Event Funding (less commission)34,000
421 Pond Skimming Entry Fees 3,750
421.5 Concert Ticket Sales (Private Reserve)-
422 F&B Sales (net sales tax 4.0%)41,345
TOTAL REVENUES 399,943$
EXPENSES:
510 Event Operations/Security 35,000$
517 Talent/Bands 133,750
518 Production -
519 Event Promotions 250
519.5 Event Advertising/Marketing -
520 Event Merchandise/Sponsor Gifting -
525 Event Supplies 6,643
526 F&B Expenses 14,529
526.5 Charitable Donation (Bev Sales)4,000
527 Equipment Rental 40,000
529 Event Photography -
530 Portable Toilets/Trash/Recycling 5,569
533 Prize Money/Appearance Fees -
535 Public Relations -
538 Venue Rental/Site Fees (Solaris)5,100
543 Wardrobe/Uniforms -
550 Event Insurance 7,500
555 Equipment Repairs 500
617 Bank/Credit Card Charges -
620 Vehicle Expenses 1,500
626 Pre-press/Design -
627 Licenses and Permits 2,050
628 Printing and Reproduction 2,204
630 Office/Computer Supplies 200
636 Postage/Shipping 17
640 Event Travel 803
641 Meals/Entertainment 1,000
642 Lift Tickets -
643 On-Mountain Dining -
644 Event Lodging 4,008
646 Sponsor Ground Transfers -
669 Contract Labor 10,320
670 Event Payroll Expenses 25,000
671 Sponsor Implementation/Fulfillment 15,000
672 Event Management (EP/AP)50,000
672.5 Project Fee 35,000
TOTAL EXPENSES 399,943$
2015 RECAP REPORT
EXECUTIVE
SUMMARY
Spring
Back
to
Vail,
the
annual
spring
bash
celebra6ng
the
close
of
the
winter
season,
returned
to
Vail
for
its
twel:h
year,
April
17-‐19,
2015.
Spring
Back
celebrated
the
season
in
style
with
a
jam-‐packed
schedule
of
par6es,
giveaways,
on-‐mountain
events
and
three
headliner
concerts.
Headliners
for
Spring
Back
to
Vail
included
Portugal.
The
Man,
Trampled
by
Turtles
and
The
Greyboy
Allstars,
alongside
of
stellar
opening
acts
Bonfire
Dub,
Frogs
Gone
Fishin’
and
DJ
Ramona.
The
event
schedule
also
included
the
ever-‐popular
World
Pond
Skimming
Championships
and
Expo
Village.
New
addi6ons
this
year
included
The
Luau/Pig
Roast
at
The
Beach
at
Mid-‐Vail
presented
by
Bud
Light
and
Free
EpicMix
Racing
sponsored
by
Audi.
Vail
remains
commiZed
to
providing
free,
first-‐rate
entertainment
for
locals
and
des6na6on
guests
alike.
Sponsors
that
were
heavily
involved
in
Spring
Back
to
Vail
included:
Bud
Light,
Pepsi,
Audi,
Smith,
Town
of
Vail,
Helly
Hansen,
GoPro,
Liberty
Skis,
VRR
and
Colorado
Mountain
Express.
EVENT
SNAPSHOT
Total
es8mated
event
a=endance:
28,783
(based
on
event
traffic,
skier
visits,
merchant
data
and
lodging
data)
Dates:
April
17-‐19,
2015
Es8mated
total
media
impressions:
2,545,714
Loca8ons:
Base
of
Gondola
One,
Mountain
Plaza
Solaris
Golden
Peak
Vail
Village
and
Lionshead
Bars
and
Restaurants
ADVERTISING:
COLLATERAL
EXAMPLES
ADVERTISING:
DIGITAL
ADVERTISING:
DIGITAL
ADVERTISING:
DIGITAL
PUBLIC
RELATIONS
A
comprehensive
public
rela6ons
campaign
surrounding
Spring
Back
to
Vail
was
conducted.
Three
press
releases
related
to
Spring
Back
to
Vail
were
sent
out,
including
announcements
to
local
and
regional
media
contacts.
• SBTV
Lineup
announcement
on
2/24
• SBTV
included
in
snow
message
on
2/26
• World
Pond
Skimming
Championships
announcement
on
3/19
• Included
in
spring
6p
sheet
distributed
to
media
on
3/9
• Included
in
spring
opera6ons/schedule
release
on
4/10
• Pond
Skimming
and
closing
day
concert
included
in
closing
day
release
on
4/14
• Highlighted
in
media
event
sheet
all
winter
PUBLIC
RELATIONS:
COVERAGE
HIGHLIGHTS
• Dallas
Morning
News
– Circula6on:
413,480
– UMV:
2,263,723
• Curbed
Ski
– UMV:
27,071
• Paste
Magazine
– UMV:
458,096
• Vail
Daily
Coverage
– Circula6on:
13,108
– UMV:
314,716
– hZp://www.vaildaily.com/news/15197904-‐113/spring-‐back-‐to-‐
vails-‐free-‐music-‐lineup-‐announced
– hZp://www.vaildaily.com/news/15534625-‐113/whats-‐on-‐your-‐
spring-‐bucket-‐list-‐eagle-‐county
– hZp://www.vaildaily.com/news/15827112-‐113/concerts-‐
costumes-‐and-‐contests-‐plan-‐your-‐fun-‐for-‐vail
– hZp://www.vaildaily.com/news/15919169-‐113/portugal-‐the-‐man-‐
kicks-‐off-‐spring-‐back-‐to-‐vail
– hZp://www.vaildaily.com/news/15919075-‐113/trampled-‐by-‐
turtles-‐unspoken-‐goal-‐lets-‐see-‐how
– hZp://www.vaildaily.com/news/15937380-‐113/greyboy-‐allstars-‐
return-‐to-‐vail-‐for-‐free-‐concert
EVENT
CREDENTIALS
EVENT
SIGNAGE
PARTNER
BRANDING
AND
ACTIVATIONS