HomeMy WebLinkAbout2016 Vail America Days RecapEvent Recap: Vail America Days™
September 7, 2016
Vail America Days™: July 4, 2016
Office: 970.476.6797
Mobile: 970.376.1876
mjohnson@gohighline.com
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Estimated Results*
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of
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*
Surveys
were
not
captured
for
this
ambient
Town
of
Vail
Event.
•Estimated
attendance:
30,000+
•If
non-‐ticketed,
method
you
used
to
estimate
attendees:
This
number
was
provided
by
the
Town
of
Vail
and
based
on
crowds,
parking
structures,
buses
and
more.
Vail Brand Compatibility
The
Premier
International
Mountain
Resort
Community
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The
event
met
the
standard
of
excellence
by:
•Vail
America
Days™
meets
these
standards
both
with
the
high
quality
of
the
overall
production,
organization
and
strong
visual
aesthetics
of
the
Event.
The
thorough
process
followed
to
achieve
the
Vail
America
Days™
Parade
was
a
key
element.
•Vail
America
Days™
created
a
classy
space
and
place
for
the
Vail
guest
to
gather
in
the
heart
of
town
and
offer
a
reason
to
stay
in
town
for
the
Parade
and
the
annual
fireworks
display
out
of
Golden
Peak.
•The
Event
partnerships
of
Supergoop!
and
Volvo
were
extremely
well
aligned
with
this
Town
of
Vail
event.
Event Strengths & Weaknesses
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•Exceeded
expectations
in
these
ways:
•Vail
America
Days™
Parade
was
spectacular
and
as
big
as
its
ever
been
before.
Floats
were
well
decorated
and
fit
‘The
Spirit
of
America’
theme
to
a
tee,
making
them
very
likable.
The
pace
of
the
parade
was
great,
as
it
was
slow
enough
for
sponsors
and
floats
to
get
recognition
but
constantly
kept
moving.
The
continued
professional
approach
from
the
application
timing
to
the
execution
of
the
event
helped
immensely.
•The
judging
this
year
allowed
for
community
members
to
view
the
parade
from
an
elevated
platform
and
just
the
participating
groups
in
motion
which
worked
much
better.
Event Strengths & Weaknesses
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•Measures
that
could
be
taken
for
event
improvement:
•The
team
and
partners
continue
to
find
ways
to
improve
the
guest
experience,
community
feel
and
branding
within
the
Vail
Daily
Paradian .
•The
parade
application
process
was
organized,
but
could
be
improved
to
make
it
more
efficient as
it
is
can
be
tough
to
gather
all
of
the
necessary
info.
Event Strengths & Weaknesses
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•For
repeat
event,
comparison
to
past
years:
•Again
this
year,
Gallegos
Corporation
raised
funds
for
Vail
Veterans
program.
As
you
know,
Gallegos
has
been
a
huge
supporter
for
many
years,
as
a
presenting
level
sponsor.
At
the
parade,
they
provide
water,
balloons
and
lip
balm
for
guests.
For
the
2nd year,
they
received
donations
for
the
water
and
built
a
beautiful
tie-‐in
for
the
event
at
the
same
time.
•This
year’s
parade
filled
up
fast
with
participation
from
both
new
and
returning
local
businesses
within
the
community.
•The
parade
theme
got
everyone,
from
young
children
to
grandparents,
excited
to
celebrate
and
show
their
American
pride.
•The
combination
of
new
and
returning
sponsors
allowed
for
the
parade
to
feel
comfortable
and
fresh
at
the
same
time.
Community Contribution
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•Describe
how
the
event
impacted
Vail’s
sense
of
community:
•Vail
America
Days™
does
an
excellent
job
of
exhibiting
Vail’s
sense
of
community.
This
event
offers
a
vibrant
atmosphere
to
showcase
Vail
through
a
well-‐rounded
event
platform,
with
the
Town
of
Vail
and
its
merchants
as
the
perfect
complement.
•Vail
America
Days™
2016
was
a
celebration
of
‘The
Spirit
of
America’.
With
the
theme
woven
throughout
the
parade
with
course
marshals,
float
themes,
banners,
and
branding.
The
traditional
fireworks
at
Golden
Peak
concluded
Vail
America
Days™
Celebration
in
style.
Topline Marketing Efforts
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of
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•Vail
America
Days
Banners
hung
throughout
the
town
of
Vail
in
the
days
leading
up
to
the
event.
•Vail
America
Days
Roundabout
Banners
were
placed
on
the
Main
Vail
roundabouts
leading
up
to
and
throughout
the
event
weekend.
•Bi-‐fold
brochure’s
were
distributed
to
every
hotel
in
town,
giving
guests
the
knowledge
and
ability
to
plan
attending
the
parade
and
events
surrounding
it.
•Posters
advertising
the
parade
were
hung
at
over
130
businesses
and
restaurants
throughout
Vail
Village
and
Vail
Valley
in
the
2
weeks
prior
to
the
event.
Topline Marketing Efforts
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DISPLAY
–TOV
Banner
and
Parade
Banner
Topline Marketing Efforts
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Vail
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DISPLAY
–Bi-‐Fold
Piece
Topline Marketing Efforts
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of
Vail
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DISPLAY
–11”x17”
Poster
and
Vail
Daily
Advertising
Potential for Growth & Sponsorships/Media Exposure
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•The
Vail
America
Days™
Fireworks
Display
was
once
again
a
high
quality,
well
thought
out
length
of
show.
It
lends
for
a
partnership
opportunity
in
the
future
for
a
community
group
to
sponsor
the
show.
•Highline
will
continue
to
seek
additional
partnerships
within
the
community.
•Highline
continues
to
invest
in
photography
to
extend
the
reach
with
high
quality
images
for
media
to
utilize.
Sustainability Efforts
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•What
measures
were
taken
at
your
event
to
support
the
environmentally-‐friendly
goals
of
the
Town
of
Vail?
•The
Town
of
Vail’s
float
was
a
Vail
Honeywagon Truck
decorated
to
promote
proper
waste
disposal
and
recycling
efforts
not
just
throughout
the
day
of
the
parade,
but
all
year
round.
•Had
event
staff
collecting
and
sorting
trash
and
recycling
•Worked
with
town
environmental
officials
to
develop
green
practices
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.
Event Budget
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of
Vail
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•Total
event
budget:
$119,875
•CSE
funds:
$65,000
+
33,500
for
Fireworks
•Profit
and
loss:$439
•Funding
utilization:Event
production
•In-‐kind
sponsorship:$
•Cash
sponsorship
(net):$14,650
* Event producer to attach detailed budget for recap
Additional Information
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of
Vail
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•Provide
detailed
budget
in
complete
PDF
please
Additional
documents
attached
to
presentation:
-CONFIDENTIAL-
Prepared by HIGHLINE
2016 ACTUALS
VAIL AMERICA DAYS
REVENUES:ACTUAL
Sponsorships (net)14,650$
CSE Event Funding 65,000
Freworks Funding 33,500
F&B Sales (less sales tax)-‐
Parade Entries 6,725
TOTAL REVENUES 119,875$
EXPENSES:
Highline Event Managers (EP/AP)23,000$
Talent/Entertainment 7,675
Fireworks 30,000
Event Advertising/Marketing/Promos 3,060
Event Signage 984
Event Merchandise/Sponsor Gifting 302
Event Supplies 3,040
F&B Expenses -‐
Charitable Donation -‐
Event Equipment/Party Rentals 4,519
Event Photography/Video 2,750
Portable Toilets/Trash Removal 600
Drayage/Porterage -‐
Awards -‐
Public Relations/Social/Digital 950
Venue Rental/Site Fees (Solaris)-‐
Wardrobe/Uniforms -‐
Event Insurance 9,336
Equipment Repairs -‐
Bank/Credit Card Charges 162
Activities -‐
Pre-press/Design 1,500
Licenses and Permits 100
Printing and Reproduction 761
Office/Computer Supplies 325
Postage/Shipping -‐
Web Site 649
Event/Sales Travel 286
Meals/Entertainment 557
Event Lodging 471
Sponsor Ground Transfers -‐
Event Payroll Expenses 10,700
Contract Labor 2,655
Agency Fee 15,000
TOTAL EXPENSES 119,382$
NET PROFIT (LOSS)493$