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Home My WebLink About3.d. 2015 Vail Family Fun Fest RecapEvent Recap: Vail Family Fun Fest 2015 Presented on October 7, 2015 Vail Family Fun Fest 2015 Saturdays, June 20 to August 8, 2015 (* No event 7/4/15) J. Brian Hall Event Producer Blue Creek Productions, Inc. Office: 970.926.5855 Mobile: 970.376.2594 brian@bluecreek.com 2Town of Vail | CSE | 10/7/15 Attendance Estimate 3Town of Vail | CSE | 10/7/15 2015: June 20 - 375 June 27 - 545 *No show July 4th July 11 - 725 July 18 - 595 July 25 - 575 August 1 - 565 August 8 - 625 Total: 4,005 Blue Creek Productions’ In-House Surveys 4Town of Vail | CSE | 10/7/15 Blue Creek Productions’ VFFF In-house surveys: Are You – Vacationing – 75% Local: 5% 2nd Homeowner: 20% How did you find out about us: 1) Visiting, Came by, 56% 2) Word of Mouth, 14% 3) Internet, 10% 4) Visitvailvalley.com, 7% 5) Other: Newspaper/magazines/internet), 7% Is this your first visit to Vail? Yes: 20% No: 80% Would you return to our event? Yes: 100% No:0% Do you feel the event was fun? Yes: 100% No: 0% •Blue Creek Productions In-House Surveys: Guest Comments •Great activity for kids - and great to have something free since all other activities are expensive for a family of 5 to participate in. •Very fun and nice people! •The kids love the face painting, water balloons, birds. •Loved the balloon toss, hula hooping and Simon Says. Thanks! •Awesome, great staff! Especially Maria! •My daughter LOVED making a hat, the jumpy castle and getting her face painted. THANK YOU!! •Love this event each year! •Great event the kids love it. The staff is great getting the kids engaged. •Glad to have free events for kids! Really helped us plan our weekend. • We come every summer and my daughter looks forward to this. Lots of fun! •Love the people working, especially Caroline! •My kids loved it - ages 6&10. This was a very fun event and we would return for another. Excellent Staff! •We have been here in previous years and our kids love it. •Amazing! We were having a rough morning with our 4 year old and this was a fabulous thing to stumble upon. LOVED it! •Very organized. Family friendly. Blue Creek Productions’ In-House Surveys 5Town of Vail | CSE | 10/7/15 RRC Survey: Visitor Type 6Town of Vail | CSE | 10/7/15 We focus on attracting the overnight visitor as a way to contribute to the ROI of the Town of Vail. We do this by communicating with hotels and lodges with our promotional info. We want our event to attract more down valley guests and possibly impact their future lodging choices with that of a Vail property. We also want to attract more down valley residents as a way to build “word of mouth” support. RRC Survey: Overall Visitor Profile 7Town of Vail | CSE | 10/7/15 •This was our expected audience based on past years information and conversations with guests. •We will market/promote more heavily towards this group to increase attendance and economic return. RRC Survey: Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only 8Town of Vail | CSE | 10/7/15 •We added lodging information to our promotional materials and offered links to actual Vail booking sites. RRC Survey: Role/Importance of Event in Intent to Visit Vail 9Town of Vail | CSE | 10/7/15 •Throw a great party, send out the invitations! By providing the best possible event for families - activities, entertainment and customer service, we hope to help influence the guests’ choice of where they they will spend their vacation dollars. And we work hard with the Vail Lodges to get the word out to their potential guests. RRC Survey: NPS (Net Promoter Score)/Likelihood to Recommend 10Town of Vail | CSE | 10/7/15 •We like our positive guest feedback numbers, but would like to see it higher. We will focus on the “Passives” and “Detractors” and see what we can do to make the experience more outstanding. I think we will talk more to our guests at our events and see how they feel while they are there and let them know we care how they feel. RRC Survey: Estimated Return on Investment (ROI) & Attendee Expenditures 11Town of Vail | CSE | 10/7/15 •Besides holding their children hostage until they spent their quota of money in town? Kidding aside, we try to give them many reasons to stay. Families will come to our event, eat lunch, shop and then come back for more. We try to create conversations with our guests letting them know restaurant choices, shops and other Vail activities to enjoy during their visit. Vail Brand Compatibility The Premier Interna-onal Mountain Resort Community 12Town of Vail | CSE | 10/7/15 • Great outdoor event for the entire family. Families compete in contests as a family. Family audience made up of active visitors, 2nd homeowners, area locals. • High quality interactive and engaging activities & educational presentations. They have fun and learn something cool from experts in their field. • Strong sense of welcome and hospitality, superior guest service & customer interaction proven in guest comments. Event Strengths & Weaknesses 13Town of Vail | CSE | 10/7/15 • Exceeded expectations: We start with a strong sense of welcome, then try to create outstanding family activities, contests, competitions and educational presentations for more participation. We increased social marketing and saw results - strong positive comments from guests in surveys. Continue to provide excellent guest service. Passionate involvement in family/kid games & challenges. Strong communication plan with Lionshead/Vail Lodges and LH event partners. • Measures that could be taken for event improvement: Work with other similar Vail events to cross promote/share guests. Continue to add more activities for entire family and cool presentations (Like YoyoFest this year). Continue to strengthen PR/Marketing/Messaging plan. • For repeat event, comparison to past years: Longer event hours this year seemed to allow our audience to stay longer, which could have led to their spending more money in Lionshead. They spent more time at our event, they spent more time - and money - in Lionshead/Vail. Community Contribution 14Town of Vail | CSE | 10/7/15 Describe how the event impacted Vail’s sense of community: • The Vail Family Fun Fest creates a great sense of welcome, hospitality and community in Vail. It made guests feel welcome in our town. • Free fun for kids, happy and relaxing times for the parents and grandparents. We get a great chance to talk to the parents and we believe that gives our guests a great idea of what the people of Vail are like, what our community is all about. • They were pleasantly surprised that these activities for their kids were free and commented on how wonderful the staff was with their kids. • Quality, educational special presentations from professional groups. • Strong relationships & friendships lead to repeat guests. They know us. Community Contribution 15Town of Vail | CSE | 10/7/15 “The Lionshead Merchants have been thrilled to have Brian Hall’s Vail Family Fun Fest event centered in Lionshead for the past several years. With Brian’s event taking place each Saturday throughout the peak summer season it gives our visiting and local families a great additional reason to spend time in Lionshead each week and creates the perfect center of activity and animation for the Village. We are greatly appreciative of Brian and his team’s efforts and hope to be able to continue to work with them and host the Family Fun Fest event in Lionshead for many years to come.” Sarah Franke, LHMA Our pizza toss event would not be nearly as popular without the professional hosting of Brian Hall from Blue Creek Productions. Brian has been hosting our event over the past few summers and knows exactly how to draw in a crowd to both participate in the pizza toss as well as watch from the sidelines. Brian knows exactly how to hold the kid’s interest throughout the entirety of the event and incorporate our Blue Moose employees in the judging of the winner. Having Brian present at all of our Vail Family Fun Fest activities has increased the attention given to the Blue Moose on these Saturday afternoons as well as allowed our restaurant to be more engaged and interactive with our community. We look forward to another summer of the Vail Family Fun Fest with Brian Hall and Blue Creek Productions next year! Thank you, Molly Middleton Marketing & Events Blue Moose Pizza Topline Marketing Efforts 16Town of Vail | CSE | 10/7/15 • Followed TOV-CSE marketing guidelines • Distribution to all local & regional events calendars and info venues • Multiple poster, flyer & digital piece creations and distribution • Distribution of digital fliers & info sheets for inclusion in hotel & lodge promotional programs • VFFF staff visited hotels & shops to meet staff and talk up event. • Social media promotion update pre & post events • Regular email blast to 400 addresses in our fan club Topline Marketing Efforts 17Town of Vail | CSE | 10/7/15 Website, Facebook page & ads, Instagram & Social pics push, email flier Potential for Growth & Sponsorships/Media Exposure 18Town of Vail | CSE | 10/7/15 •We think the uniqueness of our old-school activities and event style leads to media interest with a good story line. •We think that with having concrete survey data, positive guest comments and dynamic photos, we can attract sponsors who will be excited to be a part of our event. Sustainability Efforts 19Town of Vail | CSE | 10/7/15 •Many of our “special presenters” were chosen for their “ECO & Green” themes and content (Nature’s Educators & Raptor Ed Foundation). •We chose “green” arts & crafts supplies whenever possible. Discarded supplies were sorted and returned to supply stations for reuse. •We created games and activities that featured “green” themes and utilized recycled materials. •Staff members car-pooled into Vail from home. •Trash was sorted using TOV receptacles. •“Found Art” activities. •Simple, old-school activities, games and challenges. Event Budget 20Town of Vail | CSE | 10/7/15 •Total event budget: $22,500.00 •CSE funds: $20,000.00 •Profit and loss: 0 •Funding utilization: Operation, management, supplies, special presentations and promotion of the events. •In-kind sponsorship: $3,500.00 •Cash sponsorship: $2,500.00 * Detailed event budget attached. 9/28/15: 3:54 PM FY 2015 Budget Revenues: TOV-CSE Contribution 20,000 For 7 Events Lionshead Merchants Sponsorship 2,500 Sponsorships - Other 0 Total Revenues:22,500 Expenses: Advertising & Marketing Banners & Signage 534 Rack Cards, Fliers, Posters 325 Newspaper 0 Artwork 449 Radio 0 Electronic Media/Website/E-mail Blast 800 Beer/Wine/Soda/ice 0 Blue Creek - Guest Surveys 310 Consulting - 3rd Party Surveys, TOV Compliance 0 Entertainment Children's Activities, Supplies and Prizes 5,357 Kids Discovery Zone-Special Presenters/Raptors, Fossils, etc.4,000 Inflatables 1,500 Misc.0 Event Fees Insurance 425 Police 0 Security 0 Sound Permit 50 Special Event License 100 Tent Permit 0 Food Cost 0 Miscellaneous 0 Recruitment 0 Sponsor Activities 0 Sponsor Gifts 0 Staff 0 Event Workers 5,600 Administration/Press Releases/Concierge Program 3,050 Tables/Linens Rental 0 Tent Rental 0 Travel & Lodging 0 Total Expenses:22,500 Net Income/(Loss)0 *Additional soft dollars from Blue Moose Spnsorship - $3,500.00 Vail Family Fun Fest in Lionshead Budget - 2015 Budget Detail 7 Events Description Additional Information/Appendix 21Town of Vail | CSE | 10/7/15 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% 50% 100% P e r c e n t R e s p o n d i n g 82% 9%3%1%4% Visitor Type 0%20%40%60% Percent Responding Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent 25 - 34 35 - 44 45 - 54 55 - 64 Gender Male Female State/Country Colorado Texas Florida Mexico Missouri California Kansas Nebraska Pennsylvania 0% 0% 0% 0% 4% 62% 31% 4% 58% 42% 44% 15% 7% 4% 4% 4% 4% 3% 3% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 4.0K Attendance Estimate 0%20%40%60%80%100% Percent Responding Are you staying:In paid lodging In a vacation home/time.. With friends/family who .. 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 70% 21% 8% 0% 0% 7% 10% 31% 20% 33% 7% 15% 28% 22% 18% 10% 90% 5% 3% 2% 0% 0% 0% Nightly Rate (if Paid) Average: $272 Median: $250 Overnight Visitor Profile 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% 50% 100% P e r c e n t R e s p o n d i n g 0%0% 0% 33% 0%0% 33% 0% 0%0% 33% 64% 0% 0%3%3%10%3% 0% 7% 3% 7% 100% 0%0% 0%0%0%0%0%0%0%0%0%0% 0% 0%0%0%0% 0% 50% 0% 50%57% 0% 0% 0%0% 29% 0%0%0%0% 14% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 20% 40% 60% 80% 100% 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 ] 77% 8%15% 62% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Shopping Recreation (golf, bike rental, entry fees, etc.) Lodging Other items excluding lodging $0 $100 $200 $300 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 $198 $98 $52 $24 $18 $6 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $39.55 $791,012.82 $20,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Family Fun Fest, June 8 - August 8 The overall sample size for this survey is 74. Please note that sample sizes are smaller for subgroups. Overnight only Average Overnight visitor Seasonal resident Full-time resident of Town of Vail Full-time downvalley resident Day Visitor 2.9 9.0 0.0 6.3 2.0 Day Visitor Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor Seasonal resident Additional Information/Appendix 22Town of Vail | CSE | 10/7/15