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Home My WebLink About2016 Spring Back to Vail RecapSurveyed Event Recap: Spring Back to Vail July 6, 2016 Spring Back to Vail: April 8 – 10, 2016 Office: 970.476.6797 x712 Mobile: 970.376.1876 missy@gohighline.com 2 Total es)mated in-‐town a0endance: 30,654 (based on event traffic, skier visits, merchant data and lodging data) Dates: April 8-‐10, 2016 Es)mated total media impressions: 7,281,026 Loca)ons: Base of Gondola One, Mountain Plaza; Solaris; Slifer Square; Golden Peak; Mid-‐Vail; Vail Village and Lionshead Retail Loca@ons, Bars and Restaurants Town of Vail | CSE | 7/6/16 Attendance Estimate 3 • How would you impact aPendance next year? • We conTnue to work with Event Partners to collaborate on the social/digital push to promote the event, work as a team to contract with the right talent and to create new and exciTng partner acTvaTons to increase event aPendance. Town of Vail | CSE | 7/1/ Overnight visitor to the region Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail Seasonal resident of Vail Valley 0% 20% 40% 60%Percent Responding51% 18%17% 10%4% Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Male Female State/Country Colorado California New York Illinois New Jersey 16% 25% 19% 40% 0% 8% 30% 19% 25% 13% 5% 1% 58% 42% 69% 4% 2% 2% 2% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days7.0K Attendance Est 0%20%40%60% Overnight only Are you staying:Other In paid lodging With friends/family Vacation home/timeshare 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 Avon Beaver Creek Eagle/Gypsum Summit County Other Edwards 66% 19% 12% 2% 36% 12% 23% 13% 14% 1% 14% 30% 40% 10% 3% 3% 66% 12% 8% 5% 5% 2% 1% 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% 20% 40% 60% 80% 100%Percent Responding33% 3%6%4%2% 18% 2%2%3%3% 25% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90%Percent Responding [0=Not atall likely,10=Extremely likely]83% 6%11% 72% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (skiing, ski lessons, rentals, etc.) Other items, excluding lodging $0 $100 $200 EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5 Direct Economic Impact to TOV per Attendee-Day 2016 Event funding Direct economic impact to TOV Economic impact payback ratio $5.36 $669,716.16 $125,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics Spring Back to Vail, April 8 - 10, 2016 Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13. Average Overall Day visitor Full-time downvalley resident Overnight visitor Seasonal resident of Vail Valley 7.0 3.6 6.4 4.8 4.5Overall Nightly Rate (if Paid) Average: $333 Median: $250 Town of Vail | CSE | 7/6/16 Visitor Type 4 • Was this the visitor type split you expected? Yes, very similar although we show a higher aPendance based on the concert, base area expo, on-‐mountain BL bags tournament acTon and apres and aZer-‐dark parTes. • Why or why not? Please explain. The markeTng is though[ully placed with a varied mix in order to achieve a similar mix to the below. • What steps would you take to opTmize visitor mix? We conTnue to work with Event Partners to collaborate on the social/digital push to promote the event, work as a team to contract with the right talent and to create new and exciTng partner acTvaTons to increase event aPendance. Overnight visitor to the region Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail Seasonal resident of Vail Valley 0% 20% 40% 60%Percent Responding51% 18%17% 10%4% Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Male Female State/Country Colorado California New York Illinois New Jersey 16% 25% 19% 40% 0% 8% 30% 19% 25% 13% 5% 1% 58% 42% 69% 4% 2% 2% 2% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days7.0K Attendance Est 0%20%40%60% Overnight only Are you staying:Other In paid lodging With friends/family Vacation home/timeshare 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 Avon Beaver Creek Eagle/Gypsum Summit County Other Edwards 66% 19% 12% 2% 36% 12% 23% 13% 14% 1% 14% 30% 40% 10% 3% 3% 66% 12% 8% 5% 5% 2% 1% Overnight Visitor Profile 0: None, I would have come to Vail anyway 12 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40% 60% 80% 100%Percent Responding33% 3%6%4%2% 18% 2%2%3%3% 25% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90%Percent Responding [0=Not atall likely,10=Extremely likely]83% 6%11% 72% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (skiing, ski lessons, rentals, etc.) Other items, excluding lodging $0 $100 $200 EconomicImpact perAttendee-Day$96$60 $14 $12 $6 $5 Direct Economic Impact to TOV per Attendee-Day 2016 Event funding Direct economic impact to TOV Economic impact payback ratio $5.36 $669,716.16 $125,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics Spring Back to Vail, April 8 - 10, 2016 Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13. Average Overall Day visitor Full-time downvalley resident Overnight visitor Seasonal resident of Vail Valley 7.0 3.6 6.4 4.8 4.5Overall Nightly Rate (if Paid) Average: $333 Median: $250 Town of Vail | CSE | 7/6/16 Overall Visitor Profile 5 • Who was your anTcipated target demographic? • Did you reach your target demographic? • Why or why not? Yes, this weekend drives overnight visitors to the area and the concert was a really strong addiTon to this goal. • What would you change to reach that audience next year? We would conTnue to offer the variety of event elements that were offered. Overnightvisitor to theregion Full-timedownvalleyresident Full-timeresident ofTown of Vail Day visitorto Vail Seasonalresident ofVail Valley0%20%40%60%Percent Responding51%18%17%10%4%Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Male Female State/Country Colorado California New York Illinois New Jersey 16% 25% 19% 40% 0% 8% 30% 19% 25% 13% 5% 1% 58% 42% 69% 4% 2% 2% 2% Overall Visitor Profile 0K10K20K30K40K50KAttendee-Days7.0KAttendance Est 0%20%40%60% Overnight only Are you staying:Other In paid lodging With friends/family Vacation home/timeshare 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 Avon Beaver Creek Eagle/Gypsum Summit County Other Edwards 66% 19% 12% 2% 36% 12% 23% 13% 14% 1% 14% 30% 40% 10% 3% 3% 66% 12% 8% 5% 5% 2% 1% Overnight Visitor Profile 0: None, Iwould havecome to Vailanyway 1 2 3 4 5: Half myreason forcoming toVail 6 7 8 9 10: My onlyreason forcoming toVail0%20%40%60%80%100%Percent Responding33%3%6%4%2%18%2%2%3%3%25%Importance of Event in Decision to Visit Vail TodayPromoter Passive Detractor NPS10%20%30%40%50%60%70%80%90%Percent Responding [0=Not atall likely,10=Extremely likely]83%6%11%72%Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (skiing, ski lessons, rentals, etc.) Other items, excluding lodging $0 $100 $200 EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5 Direct Economic Impact to TOV per Attendee-Day 2016 Event fundingDirect economic impact to TOVEconomic impact payback ratio $5.36$669,716.16$125,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics Spring Back to Vail, April 8 - 10, 2016 Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13. AverageOverallDay visitorFull-time downvalley residentOvernight visitorSeasonal resident of Vail Valley 7.03.66.44.84.5Overall Nightly Rate (if Paid) Average: $333 Median: $250 Town of Vail | CSE | 7/6/16 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 • What measures did you take to incenTvize aPendees to book lodging in the Town of Vail? There weren’t any singular lodging partners on the event and a wide variety of PR and MarkeTng (both print and digital) are used to drive guests to vail.com and the lodging specials. Overnightvisitor to theregion Full-timedownvalleyresident Full-timeresident ofTown of Vail Day visitorto Vail Seasonalresident ofVail Valley0%20%40%60%Percent Responding51%18%17%10%4%Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Male Female State/Country Colorado California New York Illinois New Jersey 16% 25% 19% 40% 0% 8% 30% 19% 25% 13% 5% 1% 58% 42% 69% 4% 2% 2% 2% Overall Visitor Profile 0K10K20K30K40K50KAttendee-Days7.0KAttendance Est 0%20%40%60% Overnight only Are you staying:Other In paid lodging With friends/family Vacation home/timeshare 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 Avon Beaver Creek Eagle/Gypsum Summit County Other Edwards 66% 19% 12% 2% 36% 12% 23% 13% 14% 1% 14% 30% 40% 10% 3% 3% 66% 12% 8% 5% 5% 2% 1% Overnight Visitor Profile 0: None, Iwould havecome to Vailanyway12345: Half myreason forcoming toVail 6 7 8 9 10: My onlyreason forcoming toVail0%20%40%60%80%100%Percent Responding33%3%6%4%2%18%2%2%3%3%25%Importance of Event in Decision to Visit Vail TodayPromoterPassive Detractor NPS10%20%30%40%50%60%70%80%90%Percent Responding [0=Not atall likely,10=Extremely likely]83%6%11%72%Likelihood of Recommending Event to a Friend or Family MemberTotal economicimpact per attendeedayRestaurants/Bars/Prepared FoodVendorsShopping Lodging Recreation (skiing,ski lessons, rentals,etc.)Other items,excluding lodging $0 $100 $200 EconomicImpact perAttendee-Day$96$60$14 $12 $6 $5 Direct Economic Impact to TOV per Attendee-Day2016 Event fundingDirect economic impact to TOVEconomic impact payback ratio$5.36$669,716.16$125,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics Spring Back to Vail, April 8 - 10, 2016 Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13. AverageOverallDay visitorFull-time downvalley residentOvernight visitorSeasonal resident of Vail Valley 7.03.66.44.84.5Overall Nightly Rate (if Paid) Average: $333 Median: $250 Town of Vail | CSE | 7/6/16 Role/Importance of Event in Intent to Visit Vail 7 • What acTons did you take this year to generate the number of overnight guests? The addiTonal of the Friday concert on Friday and the inclusion of the Sunday acTon are all done to generate overnight visitors. Messaging directs people to vail.com/springback where a number of lodging packages are available. • How would you increase the number of overnight Vail guests coming for the event next year? ConTnue with a strong markeTng pla[orm through several medias and booking bands with a strong following for this demographic. Overnight visitor to the region Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail Seasonal resident of Vail Valley 0% 20% 40% 60%Percent Responding51% 18%17% 10%4% Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Male Female State/Country Colorado California New York Illinois New Jersey 16% 25% 19% 40% 0% 8% 30% 19% 25% 13% 5% 1% 58% 42% 69% 4% 2% 2% 2% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days7.0K Attendance Est 0%20%40%60% Overnight only Are you staying:Other In paid lodging With friends/family Vacation home/timeshare 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 Avon Beaver Creek Eagle/Gypsum Summit County Other Edwards 66% 19% 12% 2% 36% 12% 23% 13% 14% 1% 14% 30% 40% 10% 3% 3% 66% 12% 8% 5% 5% 2% 1% 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% 20% 40% 60% 80% 100%Percent Responding33% 3%6%4%2% 18% 2%2%3%3% 25% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90%Percent Responding [0=Not atall likely,10=Extremely likely]83% 6%11% 72% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (skiing, ski lessons, rentals, etc.) Other items, excluding lodging $0 $100 $200 EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5 Direct Economic Impact to TOV per Attendee-Day 2016 Event funding Direct economic impact to TOV Economic impact payback ratio $5.36 $669,716.16 $125,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics Spring Back to Vail, April 8 - 10, 2016 Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13. Average Overall Day visitor Full-time downvalley resident Overnight visitor Seasonal resident of Vail Valley 7.0 3.6 6.4 4.8 4.5Overall Nightly Rate (if Paid) Average: $333 Median: $250 Town of Vail | CSE | 7/6/16 NPS (Net Promoter Score)/Likelihood to Recommend 8 • Do you think the NPS scores reflect the aPendee event experience? Yes. All events at Spring Back to Vail are designed to create a great atmosphere and variety of experiences for guests to enjoy even outside of their on-‐mountain experience. It is nice to see there were very few passive response which shows that people were part of Spring Back to Vail. • What steps would you take to improve the NPS scores for your event next year? As Event Producers working with Vail Mountain, the team collaborates to conTnuously stay on pulse with popular entertainment, unique partner experiences within the budget and current goals. Overnightvisitor to theregion Full-timedownvalleyresident Full-timeresident ofTown of Vail Day visitorto Vail Seasonalresident ofVail Valley0%20%40%60%Percent Responding51%18%17%10%4%Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Male Female State/Country Colorado California New York Illinois New Jersey 16% 25% 19% 40% 0% 8% 30% 19% 25% 13% 5% 1% 58% 42% 69% 4% 2% 2% 2% Overall Visitor Profile 0K10K20K30K40K50KAttendee-Days7.0KAttendance Est 0%20%40%60% Overnight only Are you staying:Other In paid lodging With friends/family Vacation home/timeshare 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 Avon Beaver Creek Eagle/Gypsum Summit County Other Edwards 66% 19% 12% 2% 36% 12% 23% 13% 14% 1% 14% 30% 40% 10% 3% 3% 66% 12% 8% 5% 5% 2% 1% 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% 20% 40% 60% 80%100%Percent Responding33% 3%6%4%2% 18% 2%2%3%3% 25% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90%Percent Responding [0=Not atall likely,10=Extremely likely]83% 6%11% 72% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (skiing, ski lessons, rentals, etc.) Other items, excluding lodging $0 $100 $200 EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5 Direct Economic Impact to TOV per Attendee-Day 2016 Event fundingDirect economic impact to TOVEconomic impact payback ratio $5.36$669,716.16$125,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics Spring Back to Vail, April 8 - 10, 2016 Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13. AverageOverall Day visitor Full-time downvalley resident Overnight visitor Seasonal resident of Vail Valley 7.0 3.6 6.4 4.8 4.5Overall Nightly Rate (if Paid) Average: $333 Median: $250 Town of Vail | CSE | 7/6/16 Estimated Return on Investment (ROI) & Attendee Expenditures 9 • What did your event do to encourage spending in Vail? •  Vail.com promotes a wide variety of acTvity, lodging and restaurants within the Town of Vail through content, links to deals and more. • The concert within the Town of Vail directly impact the traffic within the Town of Vail Restaurants, retailers and bars. Overnight visitor to the region Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail Seasonal resident of Vail Valley 0% 20% 40% 60%Percent Responding51% 18%17% 10%4% Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Male Female State/Country Colorado California New York Illinois New Jersey 16% 25% 19% 40% 0% 8% 30% 19% 25% 13% 5% 1% 58% 42% 69% 4% 2% 2% 2% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days7.0K Attendance Est 0%20%40%60% Overnight only Are you staying:Other In paid lodging With friends/family Vacation home/timeshare 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 Avon Beaver Creek Eagle/Gypsum Summit County Other Edwards 66% 19% 12% 2% 36% 12% 23% 13% 14% 1% 14% 30% 40% 10% 3% 3% 66% 12% 8% 5% 5% 2% 1% 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% 20% 40% 60% 80% 100%Percent Responding33% 3%6%4%2% 18% 2%2%3%3% 25% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90%Percent Responding [0=Not atall likely,10=Extremely likely]83% 6%11% 72% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (skiing, ski lessons, rentals, etc.) Other items, excluding lodging $0 $100 $200 EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5 Direct Economic Impact to TOV per Attendee-Day 2016 Event funding Direct economic impact to TOV Economic impact payback ratio $5.36 $669,716.16 $125,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics Spring Back to Vail, April 8 - 10, 2016 Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13. Average Overall Day visitor Full-time downvalley resident Overnight visitor Seasonal resident of Vail Valley 7.0 3.6 6.4 4.8 4.5Overall Nightly Rate (if Paid) Average: $333 Median: $250 Town of Vail | CSE | 7/6/16 Estimated Return on Investment (ROI) & Attendee Expenditures 10 • An addiTonal well received element was the “Triple R Rewards”. This program brought together various Vail and Lionshead businesses join forces and pull mud season specials forward throughout the Spring Back to Vail weekend. • Great deals were abundant, promoTng the three R’s: Restaurant, Retail and RelaxaTon. DesTnaTon guests and locals alike were encouraged to look for the “Triple R Rewards” window sTcker at parTcipaTng local businesses. • This collaboraTve effort between Vail Mountain and the VCBA was well thought, on-‐brand and community focused. Overnightvisitor to theregion Full-timedownvalleyresident Full-timeresident ofTown of Vail Day visitorto Vail Seasonalresident ofVail Valley0%20%40%60%Percent Responding51%18%17%10%4%Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Male Female State/Country Colorado California New York Illinois New Jersey 16% 25% 19% 40% 0% 8% 30% 19% 25% 13% 5% 1% 58% 42% 69% 4% 2% 2% 2% Overall Visitor Profile 0K10K20K30K40K50KAttendee-Days7.0KAttendance Est 0%20%40%60% Overnight only Are you staying:Other In paid lodging With friends/family Vacation home/timeshare 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 Avon Beaver Creek Eagle/Gypsum Summit County Other Edwards 66% 19% 12% 2% 36% 12% 23% 13% 14% 1% 14% 30% 40% 10% 3% 3% 66% 12% 8% 5% 5% 2% 1% 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% 20% 40% 60% 80% 100%Percent Responding33% 3%6%4%2% 18% 2%2%3%3% 25% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90%Percent Responding [0=Not atall likely,10=Extremely likely]83% 6%11% 72% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (skiing, ski lessons, rentals, etc.) Other items, excluding lodging $0 $100 $200 EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5 Direct Economic Impact to TOV per Attendee-Day 2016 Event fundingDirect economic impact to TOVEconomic impact payback ratio $5.36$669,716.16$125,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics Spring Back to Vail, April 8 - 10, 2016 Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13. Average Overall Day visitor Full-time downvalley resident Overnight visitor Seasonal resident of Vail Valley 7.0 3.6 6.4 4.8 4.5Overall Nightly Rate (if Paid) Average: $333 Median: $250 Town of Vail | CSE | 7/6/16 Vail Brand Compatibility The Premier Interna)onal Mountain Resort Community 11 The event met the standard of excellence by: • The headliner for Spring Back to Vail was The Chris Robinson Brotherhood alongside of opening act Eminence Ensemble, presented by Town of Vail, playing to a crowd of thousands of enthusiasTc Spring Back goers. Other musical acts throughout the weekend included DJ Bulby at the World Pond-‐ Skimming Championships and local favorites Johnny Schlepper and Mark Levy at the Tikis and Tunes Luau. The event schedule also included the Sponsor Expo Village and the return of The Tikis and Tunes Luau at Mid-‐Vail, presented by Bud Light. A new and highly popular addiTon to the schedule this year was The Bud Light Bags Tournament. Spring Back to Vail remains commiPed to providing free, first-‐rate entertainment for locals and desTnaTon guests alike. Town of Vail | CSE | 7/6/16 Vail Brand Compatibility The Premier Interna)onal Mountain Resort Community 12 The event met the standard of excellence by: • MarkeTng and PR campaigns were very successful – major coverage generated millions of impressions and well over $400,000.00 in value. • Media included print, radio, video, social and digital media and more. • The collaboraTve efforts of the Town of Vail to bring addiTonal event elements to the excitement of the Spring Back to Vail weekend created a strong atmosphere for guests to enjoy unique, memorable experiences. • It was great to see the variety of retailers get behind the Triple R Rewards which offered cohesive event markeTng and creaTve. Town of Vail | CSE | 7/6/16 Event Strengths & Weaknesses 13 • Measures that could be taken for event improvement: • This event is a well-‐oiled machine bringing a wide variety of visitors to the area. The constant focus is to create unique, memorable experiences for guests which is exceeded through evolving with the event partnerships, event elements, promoTons and more. The addiTon of the well branded, highlight aPended and well received Bud Light Bags Tournament is an example of these experiences that we strive to add within the Spring Back to Vail mix. • For repeat event, comparison to past years: • Spring Back to Vail was of the most successful in many years. The concert conTnue to provide strong entertainment with a variety for guests to enjoy. It was, once again, a great close-‐out to the ski season complete with a robust markeTng pla[orm. Town of Vail | CSE | 7/6/16 Event Strengths & Weaknesses 14 • Exceeded expectaTons in these ways: • Spring Back to Vail, the annual spring bash celebraTng the close of the winter season, returned to Vail for its thirteenth year, April 8-‐10, 2016. Spring Back celebrated the season in style with a jam-‐packed schedule of live music, the World Pond-‐Skimming Championships, sponsor Expo Village, aprés parTes, giveaways, on-‐mountain events and so much more. • The headliner for Spring Back to Vail was The Chris Robinson Brotherhood alongside of opening act Eminence Ensemble, presented by Town of Vail, playing to a crowd of thousands of enthusiasTc Spring Back goers. Other musical acts throughout the weekend included DJ Bulby at the World Pond-‐ Skimming Championships and local favorites Johnny Schlepper and Mark Levy at the Tikis and Tunes Luau. Town of Vail | CSE | 7/6/16 Event Strengths & Weaknesses 15 • Exceeded expectaTons in these ways: • The event schedule also included the Sponsor Expo Village and the return of The Tikis and Tunes Luau at Mid-‐Vail, presented by Bud Light. A new and highly popular addiTon to the schedule this year was The Bud Light Bags Tournament. Spring Back to Vail remains commiPed to providing free, first-‐ rate entertainment for locals and desTnaTon guests alike. Town of Vail | CSE | 7/6/16 Event Strengths & Weaknesses 16 • Exceeded expectaTons in these ways: • Vail remains commiPed to providing free, first-‐rate entertainment for locals and desTnaTon guests from all over the world. The-‐weekend event kept lodging at capacity, restaurants and shops packed and the mountain full of smiling skiers and riders. • Strong Sponsorship -‐ Spring Back to Vail was presented by Vail Mountain, Pepsi, Bud Light, Town of Vail, Audi and Smith, and supported in part by Helly Hansen, Nature Valley, Vibram, GoPro, Liberty Skis, Vail Resorts Retail and Colorado Mountain Express. Town of Vail | CSE | 7/6/16 Community Contribution 17 • Describe how the event impacted Vail’s sense of community: • Spring Back to Vail does a great job of impacTng the sense of community. Spring Back to Vail brought the fesTve crowds out to celebrate the mountain, spring weather and all that Vail has to offer. • This event drove traffic to the mountains for crowds to enjoy the entertainment and springTme in the mountains. • Spring Back to Vail kept the momentum going throughout (what was planned to be) closing weekend with free concerts and a variety of fun sponsor acTvaTons for guests to enjoy both on-‐mountain and off. Town of Vail | CSE | 7/6/16 Topline Marketing Efforts - General 18 A full adverTsing, markeTng and public relaTons campaign was executed surrounding Spring Back to Vail in the Front Range and Local Media. Placements were made with print, broadcast and digital outlets. Media impressions totaled more than: 1,530,134 Print impressions: 628,500 Television and radio impressions: 411,311 Internet impressions: 326,556 Email Blasts: 211,440 Editorial: 4,173,085 Town of Vail | CSE | 7/6/16 Topline Marketing Efforts – Front Range Media 19 Front Range Cable TV generated 751,837 adult impressions and consisted of: Cable TV 98 spots in the Central East Comcast Zone 141 spots in the Boulder Comcast Zone :30 spots from March 21 – April 3 Networks: Comedy Central, Bravo, Discovery, ESPN, Food and FX Traffic and Weather Radio 50 spots total targeTng adults 25-‐49 in the Denver MSA :10 and :15 “brought to you by” live read messages following on-‐air traffic and weather reports from March 21 – April 3 247K impressions Networks: KALC, KTCL, KQMT, KYGO, KRFX, KBPI, KOA and KIMN Open Snow 3 menTons in Daily Snow Report: April 7, 8 and 9 2 menTons in the I-‐70 Daily Snow Report: April 6 and 8 3K impressions / CTR: 11.16% OOH OOH Billboard at I-‐70 and Dumont 343K impressions March 28 – April 10 Town of Vail | CSE | 7/6/16 Topline Marketing Efforts – Local In-Resort Media 20 Vail Daily 6 half-‐page four-‐color print ads: March 26 and April 2, 3, 8, 9, 10 3 quarter-‐page four-‐color print ads: March 5, 6 and 7 310K Adult Impressions Vail Weekly 2 full-‐page full-‐color print ads: March 18 and 25, April 1 and 8 138K Adult Impressions Local Radio :60 spots on KCCH and KZYR from March 31-‐April 9 95K Adult Impressions TV8 :30 spots March 31-‐April 9 25K Adult Impressions Town of Vail | CSE | 7/6/16 Topline Marketing Efforts – Digital 21 • Event informaTon was included in email content from numerous organizaTons, including Vail Mountain, Town of Vail, Open Snow, Highline and others. • Vail Mountain email blasts that included Spring Back event messaging: – January 28: 14,192 recipients; 3,004 unique opens; 414 clicks to view event details – March 7: 197,248 recipients; 44,808 unique opens; 9,296 clicks to view event details • Spring Back to Vail has an event page at vail.com/ springback, which included schedules, sponsor logos and links and more. • Spring Back to Vail page views totaled 28,657 Town of Vail | CSE | 7/6/16 Topline Marketing Efforts – Social Media 22 Social media played a large role in spreading the word about the event, as many of the arTsts and sponsors involved in the event are very acTve on a number of social networks. Facebook: • Total Posts: 15 • Total Reach: 52,597 • Total Likes/Comments/Shares: 1,058 • Highlight: Recap Gallery – Reach: 20,612; Likes/Comments/Shares: 262 Town of Vail | CSE | 7/6/16 Topline Marketing Efforts – Social Media 23 Town of Vail | CSE | 7/6/16 Topline Marketing Efforts – Social Media 24 Twi0er: Total posts: 14 Total impressions: 101,128 Total engagements: 3,583 Highlight: Bud Light Bags Long Toss Ac)va)on Tweet • Impressions: 10,477; Engagements: 799 Highlight: Crowdsource Video Announcement Tweet • Impressions: 10,147; Engagements: 318 Town of Vail | CSE | 7/6/16 Topline Marketing Efforts – Social Media 25 Instagram Total posts: 12 Total impressions: 26,430 Total engagements: 499 Highlight: CrowdSource Video Reminder Post/UGC Photo • Likes: 4,473; Comments: 78 Highlight: Smith Snap & Win Live Instagram Contest • Submissions: 59; Likes: 1,216 Town of Vail | CSE | 7/6/16 Topline Marketing Efforts – Public Relations 26 A public relaTons campaign surrounding Spring Back to Vail was conducted, reaching out to local, regional and naTonal media outlets to enhance coverage of the event in the news media. One press release went out on March 15 to announce the complete music lineup, event schedule and new acTvaTons. The public relaTons campaign resulted in a number of major placements for the event, including a major Associated Press hit that went to hundreds of outlets including: • Freeskier Magazine Online – UMV: 665,523 • LiZopia Blog – UMV: Not Available • Sneak Peak Tours Blog – UMV: Not Available • The InerTa Blog – UMV: 295,555 • GrindTV.com – UMV: 2,301,325 • Town & Country Online – UMV: 295,776 • Vail Daily Online – UMV: 329,622 • Yahoo! Sports Canada – UMV: 285,284 Town of Vail | CSE | 7/6/16 Topline Marketing Efforts – Advertising Collateral 27 Town of Vail | CSE | 7/6/16 Topline Marketing Efforts – Roundabout and Stage 28 Town of Vail | CSE | 7/6/16 Topline Marketing Efforts – Signage 29 VAIL.COM/SPRINGBACK APRIL 8–10 ALL WEEKEND VAIL FILM FESTIVAL VIRTUAL REALITY TENT AT SLIFER SQUARE | 11AM–5PM “TRIPLE R REWARDS” SPRING DEALS SELECT VILLAGE BUSINESSES EXPO VILLAGE FRI/SAT: BASE OF GONDOLA ONE | 9AM–4PM SUN: GOLDEN PEAK | 1PM FRIDAY THE CHRIS ROBINSON BROTHERHOOD WITH OPENER EMINENCE ENSEMBLE FREE CONCERT AT SOLARIS | 5PM PRESENTED BY TOWN OF VAIL SATURDAY TIKIS AND TUNES LUAU PIG ROAST AND DRINK SPECIALS | 12–3PM BUD LIGHT BAGS TOURNAMENT | 1–3PM AT SARGE’S AT MID-VAIL PRESENTED BY BUD LIGHT SUNDAY WORLD POND SKIMMING CHAMPIONSHIPS &DJ BULBY FREE MUSIC, BBQ, POND SKIMMING, EXPO VILLAGE AND BUD LIGHT BAGS TOURNAMENT FINALS AT GOLDEN PEAK | 1–6PM VAIL.COM/SPRINGBACK ALL WEEKEND VAIL FILM FESTIVAL VIRTUAL REALITY TENT AT SLIFER SQUARE | 11AM–5PM “TRIPLE R REWARDS” SPRING DEALS SELECT VILLAGE BUSINESSES EXPO VILLAGE FRI/SAT: BASE OF GONDOLA ONE | 9AM–4PM SUN: GOLDEN PEAK | 1PM FRIDAY THE CHRIS ROBINSON BROTHERHOOD FREE CONCERT WITH OPENER EMINENCE ENSEMBLE AT SOLARIS PRESENTED BY TOWN OF VAIL SATURDAY TIKIS AND TUNES LUAU PIG ROAST AND DRINK SPECIALS | 12–3PM BUD LIGHT BAGS TOURNEY | 1–3PM AT SARGE’S AT MID-VAIL PRESENTED BY BUD LIGHT SUNDAY WORLD POND SKIMMING CHAMPIONSHIPS &DJ BULBY FREE MUSIC, BBQ, POND SKIMMING, EXPO VILLAGE & BUD LIGHT BAGS TOURNAMENT FINALS AT GOLDEN PEAK | 1–6PM Town of Vail | CSE | 7/6/16 Topline Marketing Efforts – Advertising Collateral 30 Town of Vail | CSE | 7/6/16 Potential for Growth & Sponsorships/Media Exposure 31 • The robust markeTng pla[orms and savvy social/digital pla[orms in place by Vail lend to exponenTal growth in Event followers and acTon • New naTonal brands conTnue to be part of the markeTng mix at Spring Back to Vail • We conTnue to aim for growth with the ski industry hard goods category with gear demos for the guests to enjoy Town of Vail | CSE | 7/6/16 Sustainability Efforts 32 • Worked with town environmental officials to develop green pracTces and worked with Vail Honey Wagon to recycle all event cardboard, plasTc and aluminum • Had event staff dedicated to collecTng and sorTng trash and recycling • Served beverages in recyclable or compostable cups • No vehicles were leZ idle while loading in and out • Moved to majority use of linens in lieu of plasTc disposable tablecloths The Town of Vail is commiDed to the stewardship and protec@on of our unique mountain environment. In considera@on of both our local and global impacts and opportuni@es, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protec@on, and community awareness and educa@on. Town of Vail | CSE | 7/6/16 Event Budget – Spring Back to Vail 33 • Total event budget: $124,760 • CSE funds: $25,000 • Profit and loss: -‐ • Funding uTlizaTon: Overall Event ProducTon • In-‐kind sponsorship: -‐ • Cash sponsorship: $95,635 * Event producer to attach detailed budget for recap Town of Vail | CSE | 7/6/16 Event Budget – Spring Back to Vail Friday Concert 34 • Total event budget: $123,617 • CSE funds: $100,000 • Profit and loss: (5,013) • Funding uTlizaTon: Overall Event ProducTon • In-‐kind sponsorship: -‐ • Cash sponsorship: -‐ * Event producer to attach detailed budget for recap Town of Vail | CSE | 7/6/16 Additional Information/Appendix 35 • Detailed budget in complete PDF (2 versions, 1 for overall Event and 1 for the Friday Night concert). • Full version of the Survey Dashboard PDF in Appendix • Dropbox Link to Photos via Email Overnight visitor to the region Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail Seasonal resident of Vail Valley 0% 20% 40% 60%Percent Responding51% 18%17% 10%4% Visitor Type Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older Gender Male Female State/Country Colorado California New York Illinois New Jersey 16% 25% 19% 40% 0% 8% 30% 19% 25% 13% 5% 1% 58% 42% 69% 4% 2% 2% 2% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days7.0K Attendance Est 0%20%40%60% Overnight only Are you staying:Other In paid lodging With friends/family Vacation home/timeshare 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 Avon Beaver Creek Eagle/Gypsum Summit County Other Edwards 66% 19% 12% 2% 36% 12% 23% 13% 14% 1% 14% 30% 40% 10% 3% 3% 66% 12% 8% 5% 5% 2% 1% 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% 20% 40% 60% 80% 100%Percent Responding33% 3%6%4%2% 18% 2%2%3%3% 25% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90%Percent Responding [0=Not atall likely,10=Extremely likely]83% 6%11% 72% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (skiing, ski lessons, rentals, etc.) Other items, excluding lodging $0 $100 $200 EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5 Direct Economic Impact to TOV per Attendee-Day 2016 Event funding Direct economic impact to TOV Economic impact payback ratio $5.36 $669,716.16 $125,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics Spring Back to Vail, April 8 - 10, 2016 Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13. Average Overall Day visitor Full-time downvalley resident Overnight visitor Seasonal resident of Vail Valley 7.0 3.6 6.4 4.8 4.5Overall Nightly Rate (if Paid) Average: $333 Median: $250 -CONFIDENTIAL- Prepared by H I G H L I N E 2016 TOV Friday Headliner Spring Back to Vail Concert - Actual (as of 5/20/2016) Final Spring Back to Vail REVENUES: 420.5 CSE Event Funding 100,000 423 F&B Sales (net sales tax)18,604 TOTAL REVENUES 118,604$ EXPENSES: 510 Event Operations/Security 6,121$ 517 Talent/Bands 40,500 518 Production 15,419 519 Event Promotions - 519.5 Event Advertising/Marketing - 520 Event Merchandise/Sponsor Gifting - 525 Event Supplies 1,500 526 F&B Expenses 12,676 526.5 Charitable Donation (Bev Sales)500 527 Equipment Rental 2,076 529 Event Photography - 530 Portable Toilets/Trash/Recycling 2,175 533 Prize Money/Appearance Fees - 535 Public Relations - 538 Venue Rental/Site Fees 1,700 543 Wardrobe/Uniforms - 550 Event Insurance 4,500 555 Equipment Repairs 200 617 Bank/Credit Card Charges 1,138 620 Vehicle Expenses 500 626 Pre-press/Design 75 627 Licenses and Permits 1,254 628 Printing and Reproduction 105 630 Office/Computer Supplies 200 636 Postage/Shipping - 640 Event Travel - 641 Meals/Entertainment 431 642 Lift Tickets - 643 On-Mountain Dining - 644 Event Lodging 1,574 646 Sponsor Ground Transfers - 669 Contract Labor 3,473 670 Event Payroll Expenses 7,500 671 Sponsor Implementation/Fulfillment - 672 Event Management (EP/AP)10,000 672.5 Project Fee 10,000 TOTAL EXPENSES 123,617$ VAIL MTN INVESTMENT/SPEND (5,013)$ -CONFIDENTIAL- Prepared by H I G H L I N E 2016 Spring Back to Vail Event Budget - FINAL (as of 5/24/2016) Actual Spring Back to Vail REVENUES: 419 Vail Strategic Alliance Funding 75,000$ 420 Sponsorships (Other)20,635 420.5 CSE Event Funding 25,000 422 Entry Fees (Pond Skimming)4,125 TOTAL REVENUES 124,760$ EXPENSES: 510 Event Operations/Security 7,066$ 517 Talent/Bands 5,000 518 Production 11,777 519 Event Promotions (Bag Tourney)4,575 519.5 Event Advertising/Marketing/Postering 853 520 Event Merchandise/Sponsor Gifting - 525 Event Supplies 3,556 526 F&B Expenses 5,000 526.5 Charitable Donation (Bev Sales)- 527 Equipment Rental 15,299 529 Event Photography - 530 Portable Toilets/Trash/Recycling 2,175 533 Prize Money/Appearance Fees - 535 Public Relations - 538 Venue Rental/Site Fees - 543 Wardrobe/Uniforms - 550 Event Insurance 4,500 555 Equipment Repairs 200 617 Bank/Credit Card Charges - 620 Vehicle Expenses 1,000 626 Pre-press/Design 750 627 Licenses and Permits 627 628 Printing and Reproduction 946 630 Office/Computer Supplies 200 636 Postage/Shipping 127 640 Event Travel 1,344 641 Meals/Entertainment 853 642 Lift Tickets - 643 On-Mountain Dining - 644 Event Lodging 344 646 Sponsor Ground Transfers - 669 Contract Labor 3,473 670 Event Payroll Expenses 9,471 670.5 Sales Commissions 3,125 671 Sponsor Implementation/Fulfillment 7,500 672 Event Management (EP/AP)15,000 672.5 Project Agency Fee 20,000 TOTAL EXPENSES 124,760$ PROFIT (LOSS)(0)$