HomeMy WebLinkAbout2016 Vail Film Festival RecapSurveyed Event Recap: Vail Film Festival
(April 7-10, 2016)
Vail Film Festival: April 7-10, 2016
Office: 970.306.6843
Mobile: 646.236.2155
sean@vailfilmfestival.org2Town
of
Vail
|
CSE
|
05/06/2015
Attendance Estimate
3Town
of
Vail
|
CSE
|
05/04/2016
•How
would
you
impact
a?endance
next
year?
We
plan
to
create
a
larger
presence
in
Colorado
by
making
the
Colorado
Short
Films
secKon
a
larger
part
of
the
fesKval,
and
partnering
with
Colorado
film
schools
to
generate
greater
awareness
and
a?endance
from
within
Colorado.
We
will
also
build
on
the
success
of
the
Virtual
Reality
program
by
inviKng
Virtual
Reality
companies
and
Virtual
Reality
filmmakers
to
the
fesKval.
This
will
also
increase
a?endance
from
the
fesKval
guest
side.
We
will
also
invite
adverKsing
agencies
from
the
front
range
and
beyond
to
showcase
their
Virtual
Reality
work
at
the
fesKval.
This
will
help
draw
corporate
sponsors
as
well
as
generate
interest
in
the
adverKsing
world.
Visitor Type
4Town
of
Vail
|
CSE
|
05/04/2016
•Was
this
the
visitor
type
split
you
expected?
Yes.
•Why
or
why
not?
Please
explain.
Our
primary
target
markets
were
the
Vail
Valley,
the
front
range,
and
film
industry
ciKes
such
as
New
York
and
California.
As
expected,
we
drew
visitors
from
those
markets,
with
the
front
range
and
out-‐of-‐state
visitors
staying
overnight,
and
a
small
percentage
of
non
Vail
Valley
residents
visiKng
for
the
day.
•What
steps
would
you
take
to
opKmize
visitor
mix?
We
plan
on
doing
more
regional
markeKng
to
help
drive
non-‐resident
day
visitors
to
Vail
for
the
fesKval,
and
to
conKnue
to
grow
the
naKonal
and
front
range
markeKng.
Overall Visitor Profile
5Town
of
Vail
|
CSE
|
05/04/2016
•Who
was
your
anKcipated
target
demographic?
The
results
are
within
our
anKcipated
target
age
demographic
of
35-‐64
(59%),
and
within
our
expected
geo
demographic
of
Colorado
and
California.
•Did
you
reach
your
target
demographic?
Yes
•Why
or
why
not?
We
reached
our
target
demographic
for
both
locaKon
and
age,
however,
we
were
surprised
by
the
gender
split.
•What
would
you
change
to
reach
that
audience
next
year?
Overall,
we
reached
the
demographic
target
we
wanted,
but
we
will
look
at
adverKsing
to
reach
more
of
an
even
balance
of
male
and
female
a?endees.
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
6Town
of
Vail
|
CSE
|
05/04/2016
•What
measures
did
you
take
to
incenKvize
a?endees
to
book
lodging
in
the
Town
of
Vail?
We
promoted
Vail
lodging
opKons
on
our
website,
in
our
social
media,
through
our
newsle?ers,
through
confirmaKon
emails
to
a?endees
who
purchased
passes,
and
to
a?ending
filmmakers.
AddiKonally,
we
ran
two
sweepstakes
contests.
One
contest
was
run
through
our
airline
partner
Virgin
America
and
lodging
partner
The
Lodge
at
Vail,
and
the
other
through
one
of
our
hotel
partners,
The
SebasKan.
Role/Importance of Event in Intent to Visit Vail
7Town
of
Vail
|
CSE
|
05/04/2016
•What
acKons
did
you
take
this
year
to
generate
the
number
of
overnight
guests?
We
marketed
the
event
to
the
front
range
and
to
our
key
target
markets
of
New
York
and
California.
We
also
offered
lodging
specials
from
our
hotel
partners
to
encourage
guests
to
stay
overnight.
•How
would
you
increase
the
number
of
overnight
Vail
guests
coming
for
the
event
next
year?
We
plan
on
increasing
our
markeKng
to
Denver
and
Boulder
by
showcasing
far
more
Colorado
made
films,
and
by
inviKng
Colorado
filmmakers
and
adverKsing
companies
to
the
fesKval.
We
will
also
invite
adverKsing
agencies
and
virtual
reality
creators
from
our
target
markets
of
New
York
and
California.
NPS (Net Promoter Score)/Likelihood to Recommend
8Town
of
Vail
|
CSE
|
05/04/2016
•Do
you
think
the
NPS
scores
reflect
the
a?endee
event
experience?
Overall,
we
feel
that
the
numbers
don’t
accurately
reflect
the
overall
event
experience.
We
feel
that
many
of
the
a?endees
were
severely
impacted
by
the
parking
situaKon,
and
that
impacted
their
score.
AddiKonally
we
feel
that
guests
who
gave
a
raKng
of
7
or
8
would
recommend
the
fesKval,
and
would
have
given
higher
scores
had
they
realized
that
the
survey
views
their
raKngs
as
passive.
•What
steps
would
you
take
to
improve
the
NPS
scores
for
your
event
next
year?
The
venues
worked
well,
but
parking
at
the
Cascade
Theater
was
a
significant
challenge
for
guests,
with
many
ciKng
parking
as
the
primary
reason
for
impacKng
their
enjoyment
of
the
event.
We
must
address
parking
for
next
year’s
event.
Estimated Return on Investment (ROI) & Attendee Expenditures
9Town
of
Vail
|
CSE
|
05/04/2016
•What
did
your
event
do
to
encourage
spending
in
Vail?
We
encouraged
our
pass
buyers
and
filmmakers
to
stay
in
Vail
lodging,
and
we
programmed
our
films
and
events
to
allow
for
dining
and
shopping.
In
the
future
we
would
like
to
encourage
more
dining
and
shopping
by
partnering
with
local
stores
and
restaurants.
Vail Brand Compatibility
The
Premier
Interna-onal
Mountain
Resort
Community
10Town
of
Vail
|
CSE
|
05/04/2016
The
event
met
the
standard
of
excellence
by:
•The
fesKval
film
program
was
on
par
with
the
best
film
fesKvals
in
the
world,
screening
12
World
Premieres,
as
well
as
28
Colorado
Premieres.
•The
fesKval
guest
and
filmmaker
experience
was
seamless
throughout
the
enKre
process,
from
the
online
film
program
and
Kcket
purchasing
to
will
call
pick
up.
•FesKval
staff
and
volunteers
were
well
trained
and
able
to
communicate
key
fesKval
informaKon
to
a?ending
guests.
•The
fesKval
worked
with
hotel
concierges
to
ensure
they
knew
about
the
event
and
were
able
to
inform
hotel
guests
about
the
venues,
and
other
relevant
informaKon.
•The
fesKval
partnership
with
Vail
hotels
and
the
Colorado
Mountain
Express
helped
to
maintain
an
excellent
travel
and
lodging
experience,
on
par
with
Vail’s
reputaKon
as
a
world-‐class
resort.
Event Strengths & Weaknesses
11Town
of
Vail
|
CSE
|
05/04/2016
•Exceeded
expectaKons
in
these
ways:
-‐
We were able to have a stronger and larger film program than we had initially planned, due to strong film industry awareness, and the growing
reputation of the film festival among filmmakers, studios, and film press.
- We were able to draw far more filmmakers than we have in the past, with many independent film and television actors attending the event.
- Film submissions exceeded our expectations, with the festival receiving submissions from across the U.S. and from over 30 countries.
- The festival had the strongest social media engagement we’ve ever had, which helped to drive awareness and create buzz for the films and the
event.
-Attendees were managed well by festival staff and security and able to enter and exit the screening and party venues easily.
-Filmmaker travel and coordination was well executed, with all attending filmmakers able to make their question and answer sessions, film
screenings, and events.
•Measures
that
could
be
taken
for
event
improvement:
- Although we were able to secure several corporate sponsors, this is still an area that needs improvement.
- The festival needs to build a meaningful patron base, both within the local community and with film and arts patrons on the front range and in
Los Angeles and New York. We have enlisted support from several current patrons to help with outreach and to work together to structure a
patron program that can scale every year.
- Earlier recruitment of volunteers.
- Earlier marketing of the event, both locally and nationally will help to continue to drive attendance growth.
- Parking at the Cascade continues to be a major challenge and can use improvement.
•For
repeat
event,
comparison
to
past
years:
The event was significantly better than the previous year in terms of sponsorship, filmmaker attendance, and the number and quality of films
screened.
Community Contribution
12Town
of
Vail
|
CSE
|
05/04/2016
•Describe
how
the
event
impacted
Vail’s
sense
of
community:
•The Vail Film Festival has taken place annually for the last thirteen years, and brings local
residents together for a shared cultural experience.
•The festival is a celebration of film and promotes a positive and fun atmosphere throughout the
event.
•People gather together to view films, and often spend time discussing the films after the
screenings, further building a sense of unity and community.
•The film festival also hosts several social functions which serve to bring people together.
•The Vail Film Festival has become an internationally recognized film festival, showcasing the Vail
community’s support and passion for the arts.
•The Vail Film Festival has been voted in the top 3 of all events in the Vail Valley in the Vail Daily
reader’s poll.
Topline Marketing Efforts
13Town
of
Vail
|
CSE
|
05/04/2016
•Rocky
Mountain
PBS
•Vail
Daily
adverKsing
•AMT
radio
adverKsing
•TV8
adverKsing
•Spingo
adverKsing
•Google
Adwords
•Facebook
adverKsing
•YouTube
adverKsing
•Social
media
promoKon
•Withoutabox,
FilmFreeway,
ClickForFesKvals
film
submission
websites
•Film
industry
websites
(MovieBytes,
MovieMaker,
InkTip,
etc.)
•Film
schools
and
universiKes
(Colorado
Film
School,
New
York
Film
Academy,
Colorado
Mountain
College,
CU
Boulder
Film
department)
•Denver
Film
Society
and
other
film
fesKvals
and
film
related
organizaKons
•Promo
spot
played
on
large
TV
screens
on
mountain
at
Vail
and
Beaver
Creek
•Banner
in
Vail
Village
•Postcards
and
posters
throughout
Vail
Valley
•Vehicle
and
shu?le
decals
Potential for Growth & Sponsorships/Media Exposure
14Town
of
Vail
|
CSE
|
05/04/2016
GROWTH
•The Vail Film Festival has become a well established and internationally recognized event, and is very well known within the
film industry. However, there are a number of significant opportunities to grow the event. The festival plans to continue to
increase the number of films screened during the event, and to significantly grow the Colorado Film Showcase, thereby
encouraging more Colorado filmmakers and their friends and family to attend. The festival plans to grow the Virtual Reality
and new media section to encourage content creators from new and innovative platforms to attend the festival. This will widen
our focus beyond traditional filmmakers and increase the festival’s attendance base, garner more exposure for the event, and
attract a wider audience.
MEDIA
•The 2016 Film Festival received over 100 million media impressions, including strong film industry awareness both
domestically and abroad. The festival will focus on greater media exposure by increasing our marketing spend, and putting a
focus on celebrity and film producer invitations. This will help to enable continued high level film programming and increased
media exposure.
SPONSORSHIP
•The 2016 Vail Film Festival was able to secure several high profile corporate sponsors, including Audi, Virgin America,
PBS,and Lagunitas, but more sponsors are needed to meet and exceed our budget needs.
Sustainability Efforts
15Town
of
Vail
|
CSE
|
05/04/2016
•What
measures
were
taken
at
your
event
to
support
the
environmentally-‐friendly
goals
of
the
Town
of
Vail?
•Staff and volunteers were encouraged to use their own refillable water bottles.
•Staff and volunteers were encouraged to car pool whenever possible between festival venues.
•Attendees and filmmakers were encouraged to use Town of Vail shuttles.
•The festival sent only electronic payment confirmations and filmmaker/guest invitations.
•The Vail Film Festival program guides were printed using vegetable ink.
•The Vail Film Festival paid to offset our carbon footprint, and the Vail Film Festival has been certified Carbon Neutral by
Carbonfund.org.
The
Town
of
Vail
is
commi0ed
to
the
stewardship
and
protec5on
of
our
unique
mountain
environment.
In
considera5on
of
both
our
local
and
global
impacts
and
opportuni5es,
our
environmental
vision
is
to
demonstrate
and
promote:
renewable
energy,
resource
efficiency,
ecosystem
protec5on,
and
community
awareness
and
educa5on.
Event Budget
16Town
of
Vail
|
CSE
|
05/04/2016
•Total
event
budget:
$321,100
•CSE
funds:
$45,000
•Profit
and
loss:
$189,700
profit
and
$187,550
loss
•Funding
uKlizaKon:
MarkeKng
and
producKon
•In-‐kind
sponsorship:
$131,400
•Cash
sponsorship:
$154,700
Overnight
visitor to the
region
Seasonal
resident of
Vail Valley
Full-time
resident of
Town of Vail
Full-time
down valley
resident
Day visitor
to Vail
0%
20%
40%
60%Percent Responding65%
10%12%9%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
Texas
New York
Illinois
Minnesota
Louisiana
New Jersey
7%
36%
12%
45%
2%
8%
20%
13%
26%
23%
8%
33%
67%
48%
14%
9%
9%
7%
5%
3%
3%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
Attendee-Days4.8K
Attendance Est
Are you staying:In paid lodging
With friends/family
Vacation home/timeshare
Other
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
Edwards
Avon
Other
Summit County
Beaver Creek
Eagle/Gypsum
88%
13%
3%
60%
13%
10%
8%
8%
20%
66%
7%
2%
5%
86%
5%
5%
5%
Nightly
Rate (if
Paid)
Average:
$239
Median:
$210
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 Responding7%10%
2%2%7%
73%
Importance of Event in Decision to Visit Vail Today
Promoter Passive Detractor NPS
0%
10%
20%
30%
40%
50%
60%Percent Responding [0=Not atall likely,10=Extremely likely]58%
31%
11%
47%
Likelihood of Recommending Event to a Friend or Family Member
Total economic
impact per
attendee day
Recreation
(skiing, ski
lessons, rentals,
etc.)
Admission fees
Restaurants/
Bars/Prepared
Food Vendors
Shopping Lodging
Other items,
excluding
lodging
$0
$100
$200
EconomicImpact perAttendee-Day$288
$66 $66 $51 $42 $39 $24
Direct Economic Impact to TOV per Attendee-‐Day
2016 Event funding
Direct economic impact to TOV
Economic impact payback ratio $30.50
$1,372,699.65
$45,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
2016 Event Visitor Summary: Vail Film Fest, April 7-10
Survey technique: Post-event web. Overall sample size: 70 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13.
Overnight only
Average
Overall
Day visitor
Full-time down valley resident
Overnight visitor
Seasonal resident of Vail Valley 6.0
9.0
9.0
10.0
8.7Overall