HomeMy WebLinkAbout3.a. 2015 Vail America Days RecapEvent Recap: Vail America Days™
September 2, 2015
Vail America Days™: July 4, 2015
Office: 970.476.6797
Mobile: 970.376.1876
mjohnson@gohighline.com
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of
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Estimated Results*
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of
Vail
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*
Surveys
were
not
captured
for
this
ambient
Town
of
Vail
Event.
• EsDmated
aEendance:
20,000+
• If
non-‐Dcketed,
method
you
used
to
esDmate
aEendees:
This
number
was
provided
by
the
Town
of
Vail
and
based
on
crowds,
parking
structures,
buses
and
more.
Vail Brand Compatibility
The
Premier
Interna-onal
Mountain
Resort
Community
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of
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The
event
met
the
standard
of
excellence
by:
• Vail
America
Days™
meets
these
standards
both
with
the
high
quality
of
the
overall
producDon,
organizaDon
and
strong
visual
aestheDcs
of
the
Event.
The
thorough
process
followed
to
achieve
the
Vail
America
Days™
Parade
was
a
key
element.
• Vail
America
Days™
created
a
classy
space
and
place
for
the
Vail
guest
to
gather
in
the
heart
of
town
and
offer
a
reason
to
stay
in
town
for
the
Parade
and
the
annual
fireworks
display
out
of
Golden
Peak.
Event Strengths & Weaknesses
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of
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• Exceeded
expectaDons
in
these
ways:
• Vail
America
Days™
Parade
was
as
big
and
good
as
ever.
Floats
were
of
great
relevance,
well
decorated
and
well
received.
The
flow
was
perfect
and
the
conDnued
professional
approach
from
the
applicaDon
Dming
to
the
execuDon
of
the
event
helped
immensely.
• Measures
that
could
be
taken
for
event
improvement:
• The
team
and
partners
conDnue
to
find
ways
to
improve
the
guest
experience,
community
feel
and
process
of
the
awards
presentaDon.
• Guest
safety
is
at
the
top
of
the
list
with
careful
thought
to
security,
barricade
placement
and
more.
Event Strengths & Weaknesses
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of
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• For
repeat
event,
comparison
to
past
years:
• New
this
year,
Gallegos
CorporaDon
raised
funds
for
Vail
Veteran’s
program.
As
you
know,
Gallegos
has
been
a
huge
supporter
for
many
years,
providing
water
for
guests.
This
year,
they
received
donaDons
for
the
water
and
built
a
beauDful
De-‐in
for
the
event
at
the
same
Dme.
• This
year’s
parade
applicaDon
process
was
the
best
yet.
The
parade
filled
up
very
quickly
and
included
a
variety
of
new
community
involvement.
• The
parade
theme
did
lend
to
a
high
quality,
relevant
parade.
• Event
partnerships
grew
for
2015
and
look
to
be
favorable
given
the
new
lead
Dme
that
was
established
in
2015.
Community Contribution
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of
Vail
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• Describe
how
the
event
impacted
Vail’s
sense
of
community:
• Vail
America
Days™
does
an
excellent
job
of
impacDng
Vail’s
sense
of
community.
This
event
offers
a
vibrant
atmosphere
to
showcase
Vail
through
a
well-‐rounded
event
plaaorm,
with
the
Town
of
Vail
and
its
merchants
as
the
perfect
complement.
• Vail
America
Days™
2015
was
a
celebraDon
of
“Celebrate
the
U.S.A.
–
Great
Moments
in
America
History”.
With
the
theme
woven
throughout
the
parade
with
course
marshals,
float
themes,
branding
and
more.
The
tradiDonal
fireworks
at
Golden
Peak
concluded
Vail
America
Days™
CelebraDon
in
style.
Topline Marketing Efforts
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of
Vail
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• Vail
America
Days
was
promoted
through
both
tradiDonal
and
non-‐
tradiDonal
media
with
heavy
concentraDon
on
the
Front
Range,
as
well
as
the
mountain
region
• The
total
value
of
media,
public
relaDons
and
event
related
impressions
for
a
top-‐Der
presenDng
sponsor
(such
as
the
Town
of
Vail)
and
based
on
the
projected
PR
and
markeDng
for
this
event:
$260,000+
• Print
ads
–
Vail
America
Days
was
promoted
locally
in
the
Vail
Daily,
Daily
Weekly
reaching
approximately
80,000
• Vail
America
Days
feature
in
the
Paradian
on
July
4th
• 2
half
page
ads
ran
in
the
Vail
Daily
Weekly
(CirculaDon:
12,000)
• 3
half
page
ads
and
2
quarter
page
ads
ran
in
the
Vail
Daily
including
a
full
page
ad
(CirculaDon:
13,500)
Topline Marketing Efforts
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of
Vail
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• MulDple
news
releases
were
distributed
about
the
event,
reaching
out
to
regional
and
local
print,
broadcast
and
online
outlets
• The
esDmated
number
of
impressions
from
PR
campaign
was
more
than
100,000
from
more
than
7
placements
• Vail
America
Days
bi-‐fold,
event
posters
and
Paradian
through
the
Vail
Daily
• Event
bi-‐folds
were
all
distributed
Vail
Valley
wide
with
key
focus
on
Vail
concierges
Topline Marketing Efforts
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of
Vail
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• Radio
Placements
-‐
KZYR
97.7FM
The
Zephyr
–
(100)
:60
spots
• Event
informaDon
was
included
in
email
blasts
from
numerous
organizaDons,
including
the
Town
of
Vail,
Sonnenalp
Resort
of
Vail,
DesDnaDon
Resorts
and
more
• Event
informaDon,
sponsor
logos
and
hyperlinks
were
all
featured
online
on
the
official
event
page
www.vailamericadays.com
Topline Marketing Efforts
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of
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DISPLAY
–
TOV
Banner
and
Parade
Banner
Topline Marketing Efforts
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of
Vail
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DISPLAY
–Bi-‐Fold
Piece
Topline Marketing Efforts
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of
Vail
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DISPLAY
–Poster
and
Vail
Daily
AdverDsing
Topline Marketing Efforts
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of
Vail
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DIGITAL
–
WEBSITE
and
EBLAST
Official
website
with
photos,
sponsor
logos,
About
Vail
info
and
more;
vailamericadays.com
with
strong
exposure
through
vail.com
Potential for Growth & Sponsorships/Media Exposure
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of
Vail
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• The
Vail
America
Days™
Fireworks
Display
was
bigger
and
beEer
than
ever
and
offers
room
for
addiDonal
sponsorship
• Highline
will
conDnue
to
seek
addiDonal
partnerships
within
the
community.
For
2016,
Highline
will
consider
turning
on
a
retail
program
that
offers
adverDsing
plaaorms
for
retailers
and
restaurants
to
offer
promoDons
during
such
a
busy
Dme
period.
Realizing
discounts
aren’t
needed
to
drive
business
at
this
Dme
we
feel
it
could
be
a
way
to
broaden
the
community
reach.
• Highline
conDnues
to
invest
in
photography
and
videography
to
extend
the
reach
with
high
quality
images
for
media
to
uDlize.
Sustainability Efforts
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of
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• What
measures
were
taken
at
your
event
to
support
the
environmentally-‐friendly
goals
of
the
Town
of
Vail?
• Worked
with
town
environmental
officials
to
develop
green
pracDces
and
worked
with
Vail
Honey
Wagon
to
recycle
all
event
cardboard,
plasDc
and
aluminum
• Had
event
staff
collecDng
and
sorDng
trash
and
recycling
• No
vehicles
were
lew
idle
while
loading
in
and
out
• Linens
are
cloth
vs.
disposable
• The
Town
of
Vail
is
commi0ed
to
the
stewardship
and
protec5on
of
our
unique
mountain
environment.
In
considera5on
of
both
our
local
and
global
impacts
and
opportuni5es,
our
environmental
vision
is
to
demonstrate
and
promote:
renewable
energy,
resource
efficiency,
ecosystem
protec5on,
and
community
awareness
and
educa5on.
Event Budget
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of
Vail
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• Total
event
budget:
$110,260
• CSE
funds:
$65,000
plus
$32,00
fireworks
funding
• Profit
and
loss:
$4,415
• Funding
uDlizaDon:
Event
producDon
• In-‐kind
sponsorship:
$0
• Cash
sponsorship
(net):
$10,400
* Event producer to attach detailed budget for recap
Additional Information
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of
Vail
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9/2/15
• Provide
detailed
budget
in
complete
PDF
please
• Provide
ROI
explanaDon
in
complete
PDF
please
–
N/A
due
to
ambient
event
without
the
survey
results
AddiDonal
documents
aEached
to
presentaDon:
-CONFIDENTIAL-
Prepared by HIGHLINE
FINAL 2015
VAIL AMERICA DAYS
REVENUES:
Sponsorships (net)10,400$
CSE Event Funding 65,000
Freworks Funding 32,000
F&B Sales (less sales tax)-‐
Parade Entries 7,275
TOTAL REVENUES 114,675$
EXPENSES:
Highline Event Managers (EP/AP)20,000$
Talent/Entertainment 5,600
Fireworks 32,000
Event Advertising/Marketing/Promos 3,099
Event Signage 1,016
Event Merchandise/Sponsor Gifting -‐
Event Supplies 3,314
F&B Expenses 231
Charitable Donation -‐
Event Equipment/Party Rentals 2,313
Event Photography/Video 3,700
Portable Toilets/Trash Removal 600
Drayage/Porterage -‐
Awards -‐
Public Relations/Social/Digital 1,000
Venue Rental/Site Fees (Solaris)-‐
Wardrobe/Uniforms -‐
Event Insurance 8,564
Equipment Repairs -‐
Bank/Credit Card Charges 229
Activities -‐
Pre-press/Design 1,500
Licenses and Permits 100
Printing and Reproduction 564
Office/Computer Supplies 400
Postage/Shipping -‐
Web Site 1,000
Event/Sales Travel 235
Meals/Entertainment 787
Event Lodging 144
Sponsor Ground Transfers -‐
Event Payroll Expenses 8,465
Contract Labor 400
Agency Fee 15,000
TOTAL EXPENSES 110,260$
NET PROFIT (LOSS)4,415$