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Home My WebLink About3.g. 2015 Vail Intl Dance Festival RecapSurveyed Event Recap: Vail International Dance Festival Wednesday, October 7, 2015 Pictured: Compañía Nacional de Danza de Mexico perform an excerpt from Giselle, August 2, 2015 Event Name: July 21 – August 11, 2015 Office: 970.777.2015 Mobile: 970.331.6153 mbrassel@vvf.org 2 Town of Vail | CSE | 10/7/15 Eagle County native Amelia Sturt-Dilley performs in Dance House July 28, 2015 Attendance Estimate 3 Town of Vail | CSE | 10/7/15 2015 16,241 TICETS SOLD 2015 3,692 FRINGE EVENT ATTENDANCE 2015 19,933 TTL ATTENDANCE This year’s Festival included 10 paid performances, next summer we will increase to 11 paid performances. Visitor Type 4 Town of Vail | CSE | 12/15/11(presentation date) •93% of the respondents came to Vail, CO specifically for the VIDF in 2015 •In 2015, 57% of the respondents that came to Vail, CO specifically for the VIDF were overnight visitors •In 2015, 39% of the respondents that came to Vail, CO specifically for the VIDF were Local visitors Overall Visitor Profile 5 Town of Vail | CSE | 10/7/15 Gender: 30% male, 70% female Top 3 states of origin: Colorado 70% Florida 5% Texas 4% Annual Household Income: $24,999 and under, 2% $25,000 - $99,999, 25% $100,000 - $499,999, 59% $500,000 and more, 18% Age: Avg. Adult, 60.1 Avg. Child <18, 11.9 Weighted Avg., 55.7 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 Town of Vail | CSE | 10/7/15 Accommodations: Paid Lodging, 22% Friends/Family, 5% 2nd Home, 28% Timeshare, 4% Primary Residence, 36% Other, 1% Day Trip, 4% Location of Accommodations: Vail, 59% Beaver Creek, 13% Avon, 7% Edwards, 6% Other, 15% Average nights stayed in paid lodging in Vail = 3.6 Role/Importance of Event in Intent to Visit Vail 7 Town of Vail | CSE | 12/15/11(presentation date) NPS (Net Promoter Score)/Likelihood to Recommend 8 Town of Vail | CSE | 12/15/11(presentation date) Estimated Return on Investment (ROI) & Attendee Expenditures 9 Town of Vail | CSE | 10/7/15 Return on Investment: 2015 Event Funding $46,000 Direct Economic Impact $2,383,957 Economic Impact Payback Ratio $51.83 Spending Habits: Lodging* $675,573 Dining $941,512 Retail $482,584 Activities $284,288 Total: $2,383,957 * Does not include, 1,512 booked by the Festival for the staff & artists Vail Brand Compatibility The Premier International Mountain Resort Community 10 Town of Vail | CSE | 10/7/15 The event met the standard of excellence by: •Featuring the highest caliber world-class entertainment •Receiving high profile media exposure Pictured: Silas Reiner, Melissa Toogood and Rashaun Mitchell perform a new work commissioned by VIDF titled Day for Night for Vail Event Strengths & Weaknesses 11 Town of Vail | CSE | 12/15/11(presentation date) •Exceeded expectations in these ways: record ticket sales Aug 8, 2015 •Measures that could be taken for event improvement: expanded schedule •For repeat event, comparison to past years: on par, audience numbers lower due to one less performance but ticket sales up Pictured: Bill Irwin & New York City Ballet principal dancer Tiler Peck perform at IED I, August 7, 2015 Community Contribution 12 Town of Vail | CSE | 12/15/11(presentation date) Describe how the event impacted Vail’s sense of community: •Sense of pride •Kid Friendly •Cost Friendly Pictured: 8 of 13 Festival interns Topline Marketing Efforts 13 Town of Vail | CSE | 12/15/11(presentation date) •Reviews and editorial placement in: The New York Times, the Washington Post, Forbes, Conde Nast Traveler, Seattle Times, Latina Magazine & Broadway World •Colorado Ballet’s connection to the front range •Misty Copeland’s social media engagement •Compañía Nacional de Danza de Mexico’s appearance was covered by numerous Central & Latin-American media outlets •First live streaming efforts via Periscope Pictured: American Ballet Theatre’s principal dancers Misty Copeland and Alexandre Hammoudi perform White Swan pas de deux on IED I, August 7, 2015 Potential for Growth & Sponsorships/Media Exposure 14 Town of Vail | CSE | 10/7/15 •Commercialize Live Streaming •Continued Social Media Growth •Damian Woetzel’s 10 year anniversary coverage •Recognition in outside markets for Vail premieres Pictured: legendary tap artist Savion Glover entertains the crowd July 27, 2015 Sustainability Efforts 15 Town of Vail | CSE | 12/15/11(presentation date) •No bottled water provided to artists •Minimized direct paper mailings •Staff used bicycle transportation 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. Pictured: Tiler Peck teaches a master class to local dancers at Vail Mtn. School Event Budget 16 Town of Vail | CSE | 10/7/15 •Total event budget: $1,818,946 •CSE funds: $46,000 •Profit and loss: +$2,926 •Funding utilization: •In-kind sponsorship: $135,000 •Cash sponsorship: $922,472 (sponsorship & ind. donations) •Ticket Sales: $635,000 * Event producer to attach detailed budget for recap Pictured: Colorado native “Audascious Adi” performs for Festival attendees at intermission, August 8, 2015 Additional Information/Appendix 17 Town of Vail | CSE | 10/7/15 Pictured: Celebrate the Beat performs with Ron “Prime Tyme” Myles on IED I, August 7, 2015 18 2014-2015 Vail Int’l Dance Festival Budget REVENUES Development Cornerstone $100,000.00 Vail Valley Member $28,900.00 Community Member $10,000.00 Supporting Member $13,400.00 Contributing Member $4,100.00 Presenting Circle $135,000.00 Underwriter's Circle $215,000.00 Platinum Dress Circle $66,072.00 Gold Dress Circle $85,000.00 Silver Dress Circle $35,000.00 Diamond Dress Circle $115,000.00 Boosters/Fan Club $0.00 $807,472.00 Sponsorship Gold Sponsor $60,000.00 Silver Sponsor $35,000.00 Community Sponsor $20,000.00 $115,000.00 Government Government Support $46,000.00 $46,000.00 Ticketing Ticket Sales $635,000.00 $635,000.00 Other Merchandise Sales $8,500.00 Fundraising Event $38,974.00 Miscellaneous Income $4,000.00 Grants $30,000.00 $81,474.00 Trades Traded Goods $30,000.00 Traded Lodging $75,000.00 Traded Marketing $30,000.00 $135,000.00 $1,819,946.00 EXPENSES Production - Direct Contract Labor $90,000.00 Equipment Rental $5,500.00 Facility $5,000.00 Lodging $92,000.00 Non-Social Food $20,000.00 Per Diem $4,000.00 Production Costs $80,000.00 Ticketing $28,000.00 Transportation $80,000.00 $404,500.00 Production - Indirect Banners $2,250.00 Insurance $5,000.00 Merchandise $6,500.00 Permits $250.00 Signs $500.00 $14,500.00 G&A Dues & Subscriptions $300.00 Entertainment $4,000.00 Gifts $6,000.00 Internet $2,000.00 Mail - Bulk/Direct $5,000.00 Mail - Postage/Shipping $1,500.00 Membership/Development Expense $2,000.00 Supplies $2,500.00 Cell Phone $500.00 $23,800.00 Labor VIDF Labor $645,945.00 $645,945.00 Marketing MKTG - Creative Development $9,500.00 MKTG - Digital Advertising $7,400.00 MKTG - Digital Dues/Subscriptions $275.00 MKTG - Print Advertising $37,000.00 MKTG - Team Expense $5,250.00 MKTG - Photography $5,900.00 MKTG - Printed Collateral $13,650.00 MKTG - Public Relations $19,000.00 MKTG - Radio $1,000.00 MKTG - Market Research $3,600.00 MKTG - TV Advertising $2,000.00 MKTG - Video $18,000.00 $122,575.00 EXPENSES Cont'd Social Gala Invitations $1,000.00 Social - Decorations $3,000.00 Social - Entertainment $1,000.00 Social - Food & Beverage $25,000.00 Social-Fundraising Event $10,000.00 Social - Other $2,200.00 Social - Rentals $2,500.00 $44,700.00 Sponsorship Sales Team $6,000.00 $6,000.00 Talent Talent/Performers $400,000.00 Talent/Musicians $20,000.00 $420,000.00 Trades Traded Goods $30,000.00 Traded Lodging $75,000.00 Traded Marketing $30,000.00 $135,000.00 $1,817,020.00 Net/Surplus $2,926.00 19 Vail Int’l Dance Festival Survey Dashboard