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Home My WebLink About2016 Vail Arts Festival RecapEvent Recap: Vail Arts Festival September 7, 2016 Vail Arts Festival: June 24-26, 2016 Eagle Valley Events Mobile: 970.376.3756 laurie@vailartsfestival.com 2 Town of Vail | CSE | 9/7/16 Attendance Estimate 3 Town of Vail | CSE | 9/7/16 •How would you impact attendance next year? Increase marketing efforts that target art show goers as well as fans of the particular artists in the show. Ask for reciprocal promotions by each artist via their touch points and promotional outlets. Visitor Type 4 Town of Vail | CSE | 9/7/16 •Was this the visitor type split you expected? Yes •Why or why not? Please explain. Late June is high tourist season, so one would expect to see many overnight visitors attending an ambient event. •What steps would you take to optimize visitor mix? Based on these numbers it would seem an increase in advertising to locals and neighboring markets may help increase the diversity of visitor type. Overall Visitor Profile 5 Town of Vail | CSE | 9/7/16 •Who was your anticipated target demographic? Females, 50+, AHI $100k+ •Did you reach your target demographic? •Why or why not? Yes, VAF target matches that of the typical Vail Vacationer. Out data indicates that just over half of the VAF goers were in Vail Vacationing already. Therefore one could conclude that this is an appropriate event to include in Vail’s event calendar. •What would you change to reach that audience next year? Increase marketing strategies that target this demographic. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 Town of Vail | CSE | 9/7/16 •What measures did you take to incentivize attendees to book lodging in the Town of Vail? As an ambient event, our goal is to provide entertainment to guest already visiting Vail. However we do promote Lionshead lodging discounts to visiting artists. Role/Importance of Event in Intent to Visit Vail 7 Town of Vail | CSE | 9/7/16 •What actions did you take this year to generate the number of overnight guests? Our three-day event schedule is intended to offer a daily activity for guests staying long-term and generate sales. •How would you increase the number of overnight Vail guests coming for the event next year? Offer lodging specials on event website. NPS (Net Promoter Score)/Likelihood to Recommend 8 Town of Vail | CSE | 9/7/16 •Do you think the NPS scores reflect the attendee event experience? There are many variables considered in calculating the NPS and would evaluate our operation and improve what we have control of (i.e. artist quality, hours of operation, etc. vs. parking, traffic, etc.) •What steps would you take to improve the NPS scores for your event next year? Evaluate and improve event operations as budget allows. Estimated Return on Investment (ROI) & Attendee Expenditures 9 Town of Vail | CSE | 9/7/16 •What did your event do to encourage spending in Vail? - Event layout is intended to encourage retail shopping and dining in Lionshead. - Inviting artists with interesting and diverse mediums to Vail drives sales. Vail Brand Compatibility The Premier International Mountain Resort Community 10 Town of Vail | CSE | 9/7/16 The event met the standard of excellence by: •An arts & culture event •High end juried art show with 70 artist booths •Artists representing diverse disciplines and areas of the country. •Professional marketing materials •Children’s “Creative Kingdom” Art Activity area Event Strengths & Weaknesses 11 Town of Vail | CSE | 9/7/16 •Exceeded expectations in these ways: - Exhibitor spacing was improved allowing more accessibility to merchants and restaurants. - Refreshed artist pool (70% new) resulted in positive feedback from festival goers. •Measures that could be taken for event improvement: - Ongoing sponsorship recruitment to enhance programming - Cross -promotion ideas with our sponsorship partners including Front Range non-profit organizations tied to Arts & Culture - Coordinate with restaurants to include their daily music entertainment acts with VAF schedule. •For repeat event, comparison to past years: -Better site layout, quality artist recruitment, improved targets marketing efforts. Community Contribution 12 Town of Vail | CSE | 9/7/16 •Describe how the event impacted Vail’s sense of community: •Tie in with San Miguel de Allende Sister City Program •Kids Creative Kingdom •Family friendly event •Coordinated with Saturday afternoon Vail Family Fun Fest Topline Marketing Efforts 13 Town of Vail | CSE | 9/7/16 Collateral: Commemorative Festival Poster, Promotional Poster, Event postcards, West Vail Roundabout banners, street banners, and tear drop. Newspaper advertising: Vail Daily print ads running 2 weeks prior to event. Radio Advertising: Local radio spots 10 days prior to event. Digital/Social Media Advertising: Vail Daily Digital Ads, Search Retargeting & Site Retargeting ads focused on Denver/Front Range and Boulder areas, Facebook advertising, and online calendar listings (both local and Denver) Facebook Posts: Posts during event featuring artists and imagery PR: Press Release distribution via PR Newswire & Journalist Service in Denver Market. Potential for Growth & Sponsorships/Media Exposure 14 Town of Vail | CSE | 12/15/11(presentation date) •Promotional tie-ins with local and Front Range Galleries •Reciprocal promotion from participating artists & entertainers •Presence with/on online art festival blogs and communities •Continue to target potential corporate sponsorship/partnerships Sustainability Efforts 15 Town of Vail | CSE | 9/7/16 •Canvas shopping bags were available at merchandise tent, no plastic bags were used. •Banners and signs were re-used from the past. •2016 directional signage is reusable in future years •Refillable water bottles provided to artists 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 16 Town of Vail | CSE | 12/15/11(presentation date) •Total event budget: $36,665 •CSE funds: $10,000 •Profit and loss: +$3,344 •Funding utilization: Marketing/Advertising •In-kind sponsorship: $4,000 •Cash sponsorship: $1,500 * Event producer to attach detailed budget for recap Additional Information/Appendix 17 Town of Vail | CSE | 9/7/16 •Provide detailed budget in complete PDF please •Provide full version of the Survey Dashboard PDF in Appendix 2016 Vail Arts Festival Final Event Budget Revenues: CSE Contribution $ 10,000 Artist vendor fees 24,750 Sponsorship (cash) 1,500 Merchandise Sales 415 Total Revenues: $ 36,665 Expenses: Advertising/Promotions $ 10,644 Ad Design/Vail branding Printing/posters/brochures Local Newspaper & Radio ads Front Range radio promotion Event supplies/Operating Expenses 8,107 Event Signage Street banners/additional Children’s activities/entertainment Equipment Rental Website development/updates Town of Vail business license fees 2,213 Security 1,850 Administrative Expenses 10,507 Staffing Permits Insurance Total Expenses: $ 33,321 Total economic impact per attendee day Shopping Restaurants/Bars/ Prepared Food Vendors Recreation (golf, bike rental, entry fees, etc.) Lodging Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$58 $26 $90 $4 $2 $1 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 58% 25% 11% 6% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 60% 14% 14% 3% 3% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 11% 54% 17% 9% 9% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 65% 21% 3% 9% 3% Under $50k $50k-$100k $100-$150k $150k or more 11% 11% 30% 47% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 15% 17% 28% 22% 14% 5% Male Female 48% 52% Promoter Passive Detractor 0% 20% 40% 60% 80%% of Total Number of Records45% 33% 22% Likelihood of Recommending Event to a Friend or Family Member 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%Percent Responding55% 15% 3%4%1%6%1%3%4%6% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $108.39 $1,083,921.43 $10,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 12.0K Attendance Est 23% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 0% 50%Percent Responding52% 14%14%10%9% Visitor Type Colorado Florida Texas Georgia Louisiana Oklahoma 3% 3% 3% 8% 16% 55% 2016 Vail Event Visitor Summary: Arts Festival, June 24-26 Survey technique: Intercept. Overall sample size: 69 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 32 Average Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Day visitor to Vail Full-time resident of Town of Vail 7.9 3.1 7.8 1.6 1.9 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median:$233 $198 Overall Overnight visitor Overall