HomeMy WebLinkAbout3.c. 2015 Hot Summer Nights RecapWEDNESDAY, OCTOBER 7, 2015
HOT SUMMER NIGHTS
HOT SUMMER NIGHTS- TUESDAYS
Office: 970.777.2015
Mobile: 970.470.0001
jmason@vvf.org
2 Town of Vail | CSE | 10/7/2015
Attendance Estimate
3
Town of Vail | CSE | 10/7/2015
GRFA Total Attendance 2015
# Date Event Front Gate East Gate Attendance Weather
1 6/9/2015 HSN #1 The Pimps of Joytime 1147 378 1525 Party Cloudy/threatening
2 6/16/2015 HSN #2 The Popper Project w/ DJ Logic 1160 469 1629 thunderstorm
3 6/23/2015 HSN #3 Brett Dennen 1707 596 2303 threatening
4 6/30/2015 HSN #4 The Revivalists 1803 445 2248 cloudy/light rain
5 7/7/2015 HSN #5 Nahko and Medicine for the People 1785 375 2160 Rainy
6 7/14/2015 HSN #6 Zach Deputy 1716 196 1912 rain
7 7/21/2015 HSN #7 8150 Urban Dance Challenge 2048 558 2606 Sunny/rain
8 8/11/2015 HSN #8 Super Diamond 1257 368 1625 Rain
9 8/18/2015 HSN #9 Dirty Dozen Brass Band 3303 529 3832 Sunny
Total attendance 19840
Visitor Type
4
•Was this the visitor type split you expected? No we usually have much
higher attendees that are local
•We believe locals did not attend due to threatening weather conditions
•More recognizable bands
Overall Visitor Profile
5
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
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Role/Importance of Event in Intent to Visit Vail
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•Hot Summer Nights increases overnight guests to Vail as they are looking at
Mountain communities to visit in the summer. It gives families a free
activity in the evening, making Vail more desirable to visit.
NPS (Net Promoter Score)/Likelihood to Recommend
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Estimated Return on Investment (ROI) & Attendee Expenditures
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•Bars and restaurants revenue are increased on Tuesday nights by guests and locals
attending the free concerts
Vail Brand Compatibility
The Premier International Mountain Resort Community
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Event Strengths & Weaknesses
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•Exceeded expectations:
•Big name acts with free admission
•John Popper Project & Dirty Dozen Brass Band
•Measures that could be taken for event improvement:
•Work closely with TOV on how to mange parking
•Lower priced food items – just during HSN
•More sunny days!!!!!!
•For repeat event, comparison to past years:
•Weather plays a large factor in locals attending the
concerts. Our attendance was down significantly this
year largely due to weather.
Community Contribution
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•Safe environment to enjoy music outdoors – family friendly, place
to gather with friends
•Attendees could enjoy hiking, biking, etc., during the day, then
enjoy world class music in the evening.
•Our community is diverse; diverse in age, interests and income
levels, to name just a few. HSN serves an important and
growing demographic group just as the Vail Intl Dance Festival
serves equally well an older, more affluent demographic of our
community
•Annually recognized as the premiere free concert series in the
valley, Hot Summer Nights is a tremendous free benefit for the
community and tourists, and something everyone looks
forward to summer after summer in Vail.
Topline Marketing Efforts
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Topline Marketing Efforts
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Potential for Growth & Sponsorships/Media Exposure
15 Town of Vail | CSE | 10/9/2015
Locals and visitors alike were delighted &
welcomed by our new Hot Summer Night’s title
sponsor, Crazy Mountain Brewery. Along with
providing a large variety of craft beers they
created a preconcert happy hour that took
advantage of the newly constructed lobby area of
the Gerald R Ford Amphitheater. Concert goers
were greeted with beer specials, games and
summer fun! Although there was a lot of
enthusiasm & support for the local sponsor’s craft
beers that accompanied the free concert series,
inclement weather did play role in low
attendance.
Sustainability Efforts
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•Recycling bins throughout GRFA – glass, aluminum, plastic
•Encourage use of refillable water bottles
•In green room we utilize Deep Rock water containers
•Encourage attendees to ride their bike and utilize free bike valet or take
public transportation/carpool
Event Budget
17 Town of Vail | CSE | 10/7/2015
•Total event budget: $550,000
•CSE funds: $27,500
•Profit and loss: -$18,750
•Funding utilization:
•In-kind sponsorship: $2,800 (police attendance at venue)
•Cash sponsorship: $522,500