HomeMy WebLinkAbout2016 Recap Hot Summer NightsWEDNESDAY, NOVEMBER 2, 2016
HOT SUMMER NIGHTS
HOT SUMMER NIGHTS- TUESDAYS
Office: 970.777.2015
Mobile: 970.470.0001
jmason@vvf.org
2 Town of Vail | CSE | 11/2/2016
Attendance Estimate
3
Town of Vail | CSE | 11/2/2016
Date Event Front Gate East Gate Attendance Weather
6/14/2016 HSN #1 - Cracker 2235 534 2769 Clear
6/21/2016 HSN #2 - Pilaseca 1351 597 1948 Warm light cloud cover
6/28/2016 HSN #3 - 40oz to Freedom 2382 518 2900 Sunny
7/5/2016 HSN #4 - Karl Denson 2296 690 2986 Sunny n/a
7/12/2016 HSN #5 - Soul Asylum 2111 674 2785 Sunny
7/19/2016 HSN #6 - Sister Sparrow & the Dirty Birds 2687 594 3281 Sunny then Rain
7/26/2016 HSN #7 - 8150 Dance Challenge 1370 555 1925 Threatening - then clearing
8/16/2016 HSN #8- Devon Allman 1427 487 1914 Threatening light rain
8/23/2016 HSN#9- The Motet 1927 640 2567 Threatening light rain
TOTAL 23075
Visitor Type
4
•Was this the visitor type split you expected? Yes
•Why or why not? Back to our roots of a high local attendance.
•What steps would you take to optimize visitor mix? Types of bands booked
Overall Visitor Profile
5
Town of Vail | CSE | 11/2/2016
Overall Visitor Profile
6
Town of Vail | CSE | 11/2/2016
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
7 Town of Vail | CSE | 11/2/2016
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
8 Town of Vail | CSE | 11/2/2016
Role/Importance of Event in Intent to Visit Vail
9 Town of Vail | CSE | 10/7/2015
•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.
Role/Importance of Event in Intent to Visit Vail
10 Town of Vail | CSE | 10/7/2015
NPS (Net Promoter Score)/Likelihood to Recommend
11 Town of Vail | CSE | 11/2/2016
NPS (Net Promoter Score)/Likelihood to Recommend
12 Town of Vail | CSE | 11/2/2016
Estimated Return on Investment (ROI) & Attendee Expenditures
13
•Bars, restaurants, and lodging revenue is increased on Tuesday nights by overnight
guests and locals attending the free concerts
Estimated revenue generated for the Town of Vail -$1.1M (+/-20%)
Average nights stayed in paid lodging within Vail –5.6
Average group size of those lodging within Vail –2.6
Estimated number of room nights generated by HSN –869
Estimated average nightly rate within Vail -$351
Town of Vail | CSE | 11/2/2016
Vail Brand Compatibility
The Premier International Mountain Resort Community
14
Town of Vail | CSE | 11/2/2016
Event Strengths & Weaknesses
15
•Exceeded expectations:
•The Motet exceeded attendance expectations for it
being so late in the season. Thanks to the front range
following
•Measures that could be taken for event improvement:
•Work closely with TOV on how to mange parking
•Different food options
•Might look at booking a Country music act
•For repeat event, comparison to past years:
•Sunny weather and better bookings increased overall
attendance both locally and overnight guests.
Town of Vail | CSE | 11/2/2016
Community Contribution
16
•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.
Town of Vail | CSE | 11/2/2016
Topline Marketing Efforts
17 Town of Vail | CSE | 11/2/2016
Potential for Growth & Sponsorships/Media Exposure
18
Locals and visitors were once again excited to
have a local craft beer sponsor. Crazy Mountain
Beer began canning a summer pilsner that was
only available in cans at the Gerald R. Ford
Amphitheater. This was a nice surprise for visitors
and the locals who attended the concerts. The
bike valet was again a big success with over 60
bikes per performance. We hosted a few growler
painting in conjunction with Alpine Arts center.
This was mildly successful, then the Alpine Arts
Center began hosting postcard size paintings,
which took about 10 to 15 minutes to paint. This
is an activity at HSN we will hopefully repeat. The
visitors really enjoyed this activity.
Town of Vail | CSE | 11/2/2016
Sustainability Efforts
19
•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
Town of Vail | CSE | 11/2/2016
Event Budget
20 Town of Vail | CSE | 11/2/2016
•Total event budget: $550,000
•CSE funds: $28,325
•Profit and loss:
•Funding utilization:
•In-kind sponsorship: $2,800 (police attendance at venue)
•Cash sponsorship: $522,500