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Home My WebLink About2016 Vail Oktoberfest RecapSurveyed Event Recap: Vail Oktoberfest™ November 2, 2016 Vail Oktoberfest: September 9-11 & 16 -18, 2016 Office: 970.476.6797 x702 Mobile: 970.331.5312 jamesd@gohighline.com 2Town of Vail | CSE | 11/2/16 Attendance Estimate 3Town of Vail | CSE | 11/2/16 •How would you impact attendance next year? •Continue to lean in to Event Partnerships, whether media or other partnership category to utilize their reach and unique exposure opportunities through PR, Social Media and variety of collaboration opportunities. •Ramp up social/digital content through the highly energized and popular contests •Consider additional signage within the Farmer’s Market, if allowed, to direct traffic to Vail Oktoberfest. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (golf, bike rental, etc.) Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$111 $13$26 $10$54 $8 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 16% 10% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 57% 14% 16% 10% 2% 1% 1 2 3 - 5 6 - 8 9 - 14 15 or more 20% 34% 25% 19% 1% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 74% 11% 6% 2% 3% 4% Under $50k $50k-$100k $100-$150k $150k or more 17% 26% 20% 37% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 26% 20% 19% 18% 10% 0% 6% 2% Male Female 50% 50% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records15%17% 68% 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%Percent Responding34% 39% 2%4%2%0% 6%3%4%4%2% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $21.84 $1,201,441.99 $55,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 10.9K Attendance Est 52% 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 Responding50% 10% 19%16% 5% Visitor Type Colorado Florida Texas Minnesota Nebraska California Illinois Missouri New York 1% 1% 1% 1% 2% 2% 3% 4% 74% 2016 Vail Event Visitor Summary: Oktoberfest, September 9-11 & 16-18, 2016 Survey technique: Intercept. Overall sample size: 257 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 45 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 7.4 7.0 7.6 3.1 3.6 5.3 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: $252 $240 Overall Overnight visitor Overall Visitor Type 4Town of Vail | CSE | 11/2/16 •Was this the visitor type split you expected? Yes. •Why or why not? Please explain. The variety of destination vs. locals is looking great. We anticipate that Lionshead Oktoberfest is predominantly destination with fewer locals than Vail Village and are glad to see the overnight visitor climbing. •What steps would you take to optimize visitor mix? Continue efforts to inform/collaborate with area lodging community with information and continue to grow social channels. Considering targeted social messages to focus on lodging deals. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (golf, bike rental, etc.) Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$111 $13$26 $10$54 $8 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 16% 10% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 57% 14% 16% 10% 2% 1% 1 2 3 - 5 6 - 8 9 - 14 15 or more 20% 34% 25% 19% 1% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 74% 11% 6% 2% 3% 4% Under $50k $50k-$100k $100-$150k $150k or more 17% 26% 20% 37% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 26% 20% 19% 18% 10% 0% 6% 2% Male Female 50% 50% DetractorPassive Promoter 0% 20% 40% 60% 80%% of Total Number of Records15%17% 68% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would have come to Vail anyway 123 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20% 40%Percent Responding34% 39% 2%4%2%0% 6%3%4%4%2% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $21.84 $1,201,441.99 $55,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 10.9K Attendance Est 52% 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 Responding50% 10% 19%16% 5% Visitor Type Colorado Florida Texas Minnesota Nebraska California Illinois Missouri New York 1% 1% 1% 1% 2% 2% 3% 4% 74% 2016 Vail Event Visitor Summary: Oktoberfest, September 9-11 & 16-18, 2016 Survey technique: Intercept. Overall sample size: 257 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 45 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 7.4 7.0 7.6 3.1 3.6 5.3 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: $252 $240 Overall Overnight visitor Overall Overall Visitor Profile 5Town of Vail | CSE | 11/2/16 •Who was your anticipated target demographic? 71% of attendees have a HHI over $75,000 and 46% having a HHI over $100,000 | Female 60% :: Male 40% |Average Age: 43 •Did you reach your target demographic? Why or why not? Similar. The income was similar while the average age skewed younger than we expect. •What would you change to reach that audience next year? Continue efforts to inform/collaborate with area lodging community with information and continue to grow social channels. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (golf, bike rental, etc.) Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$111 $13$26 $10$54 $8 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 16% 10% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 57% 14% 16% 10% 2% 1% 1 2 3 - 5 6 - 8 9 - 14 15 or more 20% 34% 25% 19% 1% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 74% 11% 6% 2% 3% 4% Under $50k $50k-$100k $100-$150k $150k or more 17% 26% 20% 37% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 26% 20% 19% 18% 10% 0% 6% 2% Male Female 50% 50% DetractorPassive Promoter0%20%40%60%80%% of Total Number of Records15%17%68%Likelihood of Recommending Event to a Friend or Family Member0: None, Iwould havecome to Vailanyway123 4 5: Half myreason forcoming to Vail 6 7 8 9 10: My onlyreason forcoming to Vail0%20%40%Percent Responding34%39%2%4%2%0%6%3%4%4%2%Importance of Event in Decision to Visit Vail Today - Overall2016 Event fundingDirect economic Impactto TOVEconomic impactpayback ratio $21.84$1,201,441.99$55,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K10K20K10.9KAttendance Est 52%NPS Net Promoter ScoreOvernightvisitorSeasonalresident ofVail Valley Full-timeresident ofTown of Vail Full-timedownvalleyresident Day visitor toVail0%50%Percent Responding50%10%19%16%5%Visitor Type Colorado Florida Texas Minnesota Nebraska California Illinois Missouri New York 1% 1% 1% 1% 2% 2% 3% 4% 74% 2016 Vail Event Visitor Summary: Oktoberfest, September 9-11 & 16-18, 2016 Survey technique: Intercept. Overall sample size: 257 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 45 AverageOverallOvernight visitorSeasonal resident of Vail ValleyFull-time downvalley residentFull-time resident of Town of VailDay visitor to Vail 7.47.07.63.13.65.3 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: $252 $240 Overall Overnight visitor Overall Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6Town of Vail | CSE | 11/2/16 •What measures did you take to incentivize attendees to book lodging in the Town of Vail? •We worked with lodging partner Vail Racquet Club who ran a specific package that was including in PR and Marketing Efforts. •Work with area lodging community to provide event assets providing them the opportunity to promote. •Listing on vail.com Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (golf, bike rental, etc.) Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$111 $13$26 $10$54 $8 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 16% 10% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 57% 14% 16% 10% 2% 1% 1 2 3 - 5 6 - 8 9 - 14 15 or more 20% 34% 25% 19% 1% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 74% 11% 6% 2% 3% 4% Under $50k $50k-$100k $100-$150k $150k or more 17% 26% 20% 37% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 26% 20% 19% 18% 10% 0% 6% 2% Male Female 50% 50% Detractor Passive Promoter0%20%40%60%80%% of Total Number of Records15%17%68%Likelihood of Recommending Event to a Friend or Family Member0: None, Iwould havecome to Vailanyway 1 2 3 4 5: Half myreason forcoming to Vail 6 7 8 9 10: My onlyreason forcoming to Vail0%20%40%Percent Responding34%39%2%4%2%0%6%3%4%4%2%Importance of Event in Decision to Visit Vail Today - Overall2016 Event fundingDirect economic Impactto TOVEconomic impactpayback ratio $21.84$1,201,441.99$55,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K10K20K 10.9KAttendance Est 52%NPS Net Promoter ScoreOvernightvisitorSeasonalresident ofVail Valley Full-timeresident ofTown of Vail Full-timedownvalleyresident Day visitor toVail0%50%Percent Responding50%10%19%16%5%Visitor Type Colorado Florida Texas Minnesota Nebraska California Illinois Missouri New York 1% 1% 1% 1% 2% 2% 3% 4% 74% 2016 Vail Event Visitor Summary: Oktoberfest, September 9-11 & 16-18, 2016 Survey technique: Intercept. Overall sample size: 257 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 45 AverageOverallOvernight visitorSeasonal resident of Vail ValleyFull-time downvalley residentFull-time resident of Town of VailDay visitor to Vail 7.47.07.63.13.65.3 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: $252 $240 Overall Overnight visitor Overall Role/Importance of Event in Intent to Visit Vail 7Town of Vail | CSE | 11/2/16 •What actions did you take this year to generate the number of overnight guests? Two weekends of action in the villages when guests can enjoy the leaves, hiking, biking and more make these packaged into great weekends for guests to choose Vail over other areas. •How would you increase the number of overnight Vail guests coming for the event next year? Continue to work with partners to expand the social reach and overall event exposure through lodging packages etc. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (golf, bike rental, etc.) Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$111 $13$26 $10$54 $8 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 16% 10% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 57% 14% 16% 10% 2% 1% 1 2 3 - 5 6 - 8 9 - 14 15 or more 20% 34% 25% 19% 1% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 74% 11% 6% 2% 3% 4% Under $50k $50k-$100k $100-$150k $150k or more 17% 26% 20% 37% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 26% 20% 19% 18% 10% 0% 6% 2% Male Female 50% 50% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records15%17% 68% 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%Percent Responding34% 39% 2%4%2%0% 6%3%4%4%2% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $21.84 $1,201,441.99 $55,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 10.9K Attendance Est 52% 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 Responding50% 10% 19%16% 5% Visitor Type Colorado Florida Texas Minnesota Nebraska California Illinois Missouri New York 1% 1% 1% 1% 2% 2% 3% 4% 74% 2016 Vail Event Visitor Summary: Oktoberfest, September 9-11 & 16-18, 2016 Survey technique: Intercept. Overall sample size: 257 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 45 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 7.4 7.0 7.6 3.1 3.6 5.3 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: $252 $240 Overall Overnight visitor Overall NPS (Net Promoter Score)/Likelihood to Recommend 8Town of Vail | CSE | 11/2/16 •Do you think the NPS scores reflect the attendee event experience? We expected it to be higher. •What steps would you take to improve the NPS scores for your event next year? Continue to focus on bringing top-‐notch entertainment and enjoyable contests to keep the guests interested in attending the event multiple days and see more local restaurants get involved. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (golf, bike rental, etc.) Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$111 $13$26 $10$54 $8 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 16% 10% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 57% 14% 16% 10% 2% 1% 1 2 3 - 5 6 - 8 9 - 14 15 or more 20% 34% 25% 19% 1% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 74% 11% 6% 2% 3% 4% Under $50k $50k-$100k $100-$150k $150k or more 17% 26% 20% 37% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 26% 20% 19% 18% 10% 0% 6% 2% Male Female 50% 50% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records15%17% 68% 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%Percent Responding34%39% 2%4%2%0% 6%3%4%4%2% Importance of Event in Decision to Visit Vail Today - Overall2016 Event fundingDirect economic Impactto TOVEconomic impactpayback ratio $21.84$1,201,441.99$55,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K10K20K 10.9KAttendance Est 52% NPS Net Promoter Score Overnightvisitor Seasonalresident ofVail Valley Full-timeresident ofTown of Vail Full-timedownvalleyresident Day visitor toVail0%50%Percent Responding50%10%19%16%5%Visitor Type Colorado Florida Texas Minnesota Nebraska California Illinois Missouri New York 1% 1% 1% 1% 2% 2% 3% 4% 74% 2016 Vail Event Visitor Summary: Oktoberfest, September 9-11 & 16-18, 2016 Survey technique: Intercept. Overall sample size: 257 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 45 AverageOverallOvernight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 7.4 7.0 7.6 3.1 3.65.3 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: $252 $240 Overall Overnight visitor Overall Estimated Return on Investment (ROI) & Attendee Expenditures 9Town of Vail | CSE | 11/2/16 •What did your event do to encourage spending in Vail? •The event hours, lack of entrance fee and open-‐air venues are designed so that guests can come and go and enjoy a variety of what Vail has to offer. •The retailers that advertise their promotions are end of season sales benefit from this spending crowd. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (golf, bike rental, etc.) Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$111 $13$26 $10$54 $8 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 16% 10% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 57% 14% 16% 10% 2% 1% 1 2 3 - 5 6 - 8 9 - 14 15 or more 20% 34% 25% 19% 1% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 74% 11% 6% 2% 3% 4% Under $50k $50k-$100k $100-$150k $150k or more 17% 26% 20% 37% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 26% 20% 19% 18% 10% 0% 6% 2% Male Female 50% 50% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records15%17% 68% 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%Percent Responding34% 39% 2%4%2%0% 6%3%4%4%2% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $21.84 $1,201,441.99 $55,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 10.9K Attendance Est 52% 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 Responding50% 10% 19%16% 5% Visitor Type Colorado Florida Texas Minnesota Nebraska California Illinois Missouri New York 1% 1% 1% 1% 2% 2% 3% 4% 74% 2016 Vail Event Visitor Summary: Oktoberfest, September 9-11 & 16-18, 2016 Survey technique: Intercept. Overall sample size: 257 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 45 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 7.4 7.0 7.6 3.1 3.6 5.3 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: $252 $240 Overall Overnight visitor Overall Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (golf, bike rental, etc.) Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$111 $13$26 $10$54 $8 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 16% 10% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 57% 14% 16% 10% 2% 1% 1 2 3 - 5 6 - 8 9 - 14 15 or more 20% 34% 25% 19% 1% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 74% 11% 6% 2% 3% 4% Under $50k $50k-$100k $100-$150k $150k or more 17% 26% 20% 37% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 26% 20% 19% 18% 10% 0% 6% 2% Male Female 50% 50% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records15%17% 68% 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%Percent Responding34% 39% 2%4%2%0% 6%3%4%4%2% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event fundingDirect economic Impactto TOV Economic impact payback ratio $21.84 $1,201,441.99$55,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K20K 10.9KAttendance Est 52% 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 Responding50%10%19%16% 5% Visitor Type Colorado Florida Texas Minnesota Nebraska California Illinois Missouri New York 1% 1% 1% 1% 2% 2% 3% 4% 74% 2016 Vail Event Visitor Summary: Oktoberfest, September 9-11 & 16-18, 2016 Survey technique: Intercept. Overall sample size: 257 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 45 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 7.4 7.0 7.6 3.1 3.6 5.3 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: $252 $240 Overall Overnight visitor Overall Vail Brand Compatibility The Premier International Mountain Resort Community 10Town of Vail | CSE | 11/2/16 The event met the standard of excellence by: •Vail Oktoberfest creates a space and place for the Vail guest to enjoy all that the mountain has to offer during these primary autumn weeks and bring them into town for a celebration of the season. •Incorporating a variety of lifestyle elements including Fall culinary, music, athletic and community aspects. •High quality partnerships of Vail Oktoberfest meet the needs for presenting a world-‐class, signature Vail event. •The event atmosphere is carefully crafted so that guests can take in the architecture of the area, enjoy sitting and meeting new people while taking in all of the sights, tastes and sounds. Event Strengths & Weaknesses 11Town of Vail | CSE | 11/2/16 •Exceeded expectations in these ways: •Estimated attendance/visitors in Vail during the weekends of Vail Oktoberfest was of the biggest yet with beautiful weather each day. •Bavarian food, entertainment, additional seating and overall entertainment was very well received. •Festive and well mannered audience. •Guests once again had the opportunity to purchase tokens with credit cards this year. •The extended seating was highly appreciated by area retailers in Lionshead and Vail Village. Event Strengths & Weaknesses 12Town of Vail | CSE | 11/2/16 •Exceeded expectations in these ways: •Highline continues to look for ways execute with a very clean venue, meeting an authentic look and high quality production standards including tents supplied by Highline, pageantry as well as branding that complemented the venue from Hacker-‐Pschorr. •Partnerships were eliminated that conflicted with area retailers and a new culinary brand joined us which added a high quality, relevant guests experience. •Each vendor was supplied with a blue or white tent (and blue table cloth) to create consistency and a sharp look and feel throughout the venue. •Restaurants use inform signage to further maintain a clean venue. •Additional seating was introduced this year which was a huge hit for retailers Event Strengths & Weaknesses 13Town of Vail | CSE | 11/2/16 •Measures that could be taken for event improvement: •Highline increased the guest seating with an increased footprint and piped in music to seating areas in the outer portions of the venue. We’d love to bring additional activation to these areas to continue the theme and activity throughout the entire venue. •With the strong response from retailers to the extended seating areas, it would be great to see the retailers play a part in the event and/or promote Oktoberfest discounts. We’d be happy to help advertise/partner with them. •Continue to pay close attention to how the garbage and recycling is handled. •Aim to include partners that are relevant to Vail in Autumn without competing with retailers. Event Strengths & Weaknesses 14Town of Vail | CSE | 11/2/16 •For repeat event, comparison to past years: •The aesthetics of the venues maintained an authentic, clean look and feel, further this year including the following: •Highline supplied vendors with a blue or white tent, table to ground length tablecloths for the third year. •Further sought out vendors to increase Bavarian options but missed the participation of a few key lodging restaurants. •Provided menu signage and valence signage for all restaurants. •The additional seating was extremely comfortable for guests and brought guests closer to a variety of retailers which was a primary goal. Community Contribution 15Town of Vail | CSE | 11/2/16 •Describe how the event impacted Vail’s sense of community: •Oktoberfest positively impacts Vail’s sense of community. This event offers an authentic Bavarian atmosphere and feel, a variety of high quality Bavarian food options, allowing attendees to truly celebrate and enjoy beer, food, dancing and music –while enjoying fall in the Vail. •The continued Vail Oktoberfest partnership with Vail Veterans Program offered a strong new message and link offering all active, retired and inactive military a complimentary beer on Friday each weekend. •It is awesome to see the variety of people from the community and visitors alike joined together for this annual Fall celebration. Many visitors make a tradition out of attending each year. •This event, in particular, allows guests to truly take in the existing architecture and uniqueness of each village. Topline Marketing Efforts 16Town of Vail | CSE | 11/2/16 •Vail Oktoberfest was promoted through both traditional and non-‐traditional media. •The total value of media, public relations and event related impressions for a top-‐tier presenting sponsor (such as the Town of Vail) and based on the projected PR and marketing for this event and estimates from this event last year and other similar events $200,000. Topline Marketing Efforts 17Town of Vail | CSE | 11/2/16 •Vail Oktoberfest Full page ad in the Gourmet on Gore Program which was distributed over Labor Day Weekend. •Event information was included in email blasts from numerous organizations. •Event information, sponsor logos and hyperlinks were all featured online on the official event page, www.vailoktoberfest.com. •Event information included on the event page at www.vail.com. •Information about the event was distributed through the event’s official Facebook , twitter and instagram channels. Topline Marketing Efforts 18Town of Vail | CSE | 11/2/16 •Several news releases were distributed about the event, reaching out to regional and local print, broadcast and online outlets. •The estimated number of impressions from PR campaign was more than 655,000+ from more than 10 placements. Topline Marketing Efforts 19Town of Vail | CSE | 11/2/16 2016 VAIL OKTOBERFEST MEDIA PLAN Daily Weekly (Weekly Publication) Where Where Specs: Day of Week When Impressions: Print Full Page / 4 Color Ad 10 x13 tall Friday 2-Sep 22.500 Circulation Print Full Page / 4 Color Ad 10 x13 tall Friday 9-Sep 22.500 Circulation Print Full Page / 4 Color Ad 10 x13 tall Friday 16-Sep 22.500 Circulation Vail Daily (Daily Publication) Where Where Specs: When Impressions Print 1/4 Page / 4 Color Ad 4.89"x7" Saturday 27-Aug 37,400 Daily Circulation Print 1/6 Page / 4 Color Ad -VETERANS AD 4.89x5.25 Friday 2-Sep 37,400 Daily Circulation Print 1/2 Page/ 4 Color Ad 4.89"x14"Saturday 3-Sep 37,400 Daily Circulation Print 1/4 Page / 4 Color Ad 4.89"x7" Sunday 4-Sep 37,400 Daily Circulation Print 1/2 Page/ 4 Color Ad 4.89"x14"Friday 9-Sep 37,400 Daily Circulation Print 1/2 Page/ 4 Color Ad 4.89"x14"Saturday 10-Sep 37,400 Daily Circulation Print 1/2 Page/ 4 Color Ad 4.89"x14"Friday 16-Sep 37,400 Daily Circulation Print 1/2 Page/ 4 Color Ad 4.89"x14"Saturday 17-Sep 37,400 Daily Circulation Print 1/4 Page / 4 Color Ad 4.89"x7" Sunday 18-Sep 37,400 Daily Circulation KZYR THE ZEPHYR Where Where When Radio 97.7 2 weeks leading up to event Online KZYR True. Local. Deals. (2) eblasts and online presence 2 week leading up to event Potential for Growth & Sponsorships/Media Exposure 20Town of Vail | CSE | 11/2/16 •Highline always has and always will continue to sell sponsorships on its properties to help cover the numerous operating and marketing expenses to make Vail Oktoberfest a success. •We continue to collaborate with partners to implement ways that they can utilize their social media channels to create co-‐branded messaging or contests to create win-‐win exposure for the brand and event. •The contests offer event partnership opportunities for brands to get involved and extending the reach of the current media platforms. Local community integration and event partnerships are a key focus here. Sustainability Efforts 21Town of Vail | CSE | 11/2/16 •What measures were taken at your event to support the environmentally-‐ friendly goals of the Town of Vail? •All vendors were specifically asked to use compostable/ recyclable service items •Vendors used only recyclable cups •Event Producer utilized single stream recycling •Staff used Going Green as a selling point for purchasing beer steins •Staff carpooled, from Denver and from down valley •Proper disposal of waste beer so not to end up in Town of Vail sewer/river sources •No idling vehicles 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 22Town of Vail | CSE | 11/2/16 •Total event budget: $205,718 •CSE funds: $55,000 •Profit and loss: $6,808 •Funding utilization: Operations and Marketing •In-‐kind sponsorship: •Cash sponsorship: $33,700 * Event producer to attach detailed budget for recap Additional Information/Appendix 23Town of Vail | CSE | 11/2/16 •Additional event overview and event/partnership exposure in attached PDF •Detailed budget in attached PDF •Survey Dashboard in attached PDF Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (golf, bike rental, etc.) Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$111 $13$26 $10$54 $8 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 16% 10% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 57% 14% 16% 10% 2% 1% 1 2 3 - 5 6 - 8 9 - 14 15 or more 20% 34% 25% 19% 1% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 74% 11% 6% 2% 3% 4% Under $50k $50k-$100k $100-$150k $150k or more 17% 26% 20% 37% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 26% 20% 19% 18% 10% 0% 6% 2% Male Female 50% 50% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records15%17% 68% 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%Percent Responding34% 39% 2%4%2%0% 6%3%4%4%2% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $21.84 $1,201,441.99 $55,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 10.9K Attendance Est 52% 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 Responding50% 10% 19%16% 5% Visitor Type Colorado Florida Texas Minnesota Nebraska California Illinois Missouri New York 1% 1% 1% 1% 2% 2% 3% 4%74% 2016 Vail Event Visitor Summary: Oktoberfest, September 9-11 & 16-18, 2016 Survey technique: Intercept. Overall sample size: 257 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 45 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 7.4 7.0 7.6 3.1 3.6 5.3 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:$252 $240 Overall Overnight visitor Overall 2016 Vail Oktoberfest™ Income Statement (est. as of 11/01/16) REVENUES:2016 Actuals CSE Contribution $ 55,000 Sponsorship/Expo fees 33,700 Food(% split), Bev & Merch net 123,826 TOTAL REVENUES $ 212,526 EXPENSES: EVENT SITE Permits 1,951 $ 1,951 EVENT EQUIPMENT & RENTAL Signage, Kids Activ, Steins, Decorations, Supplies, etc. $ 12,348 Rental Items (dumpsters, tables, chairs, tents, porta potties, et al.) 25,000 Bands, Stages, Sound, Lights 34,972 $ 72,320 MANPOWER & RELATED EXPENSES Labor/Announcers $ 35,097 Town of Vail Police, Security Coverage 35,733 $ 70,830 PUBLIC RELATIONS/MARKETING/ADVERTISING Public Relations/Social/Digital $ 5,431 Advertising/Marketing/Printing/Design/Photos/Videos 15,000 $ 20,431 ADMINISTRATIVE Charitable Contribution $ 1,000 Proposals/Insurance/Office Supplies/Phone/Postage 12,500 Agency Management Fee 20,000 $ 33,500 SPONSOR RELATIONS Lodging/Entertainment/Gifts/Transportation $ 6,686 $ 6,686 TOTAL EXPENSES $ 205,718 Net Profit/Loss $ 6,808 = = Vail Oktoberfest 2016 Event Display and Print 11/1/16 Confiden,al and Proprietary Prepared for: = = Confiden,al and Proprietary Executive Summary 11/1/16 Munich made its way to Vail for two full weekends of oom-pah parties at the annual Vail Oktoberfest! Emulating one of the largest celebrations in the world, the streets of Lionshead and Vail Village were filled with Hacker-Pschorr beer, bratwursts and live music. German spirit was ever-present during six days filled with Bavarian tunes, yodeling, alpenhorn blowing, traditional fare and other popular activities such as the Klement’s Bratwurst Eating Contests, Adult Keg Bowling, Bavarian Costume Contest and the Vail Vitality Center Stein Lifting Competition. Helmut Fricker and The Rhinelanders, Denver Kickers Schuhplattlers Dancers, Brother’s Keeper, Primal J and the Neanderthals, Neue Polka, Tanzkapelle, Down to Funk Band, Robby Peoples and the Bank Walkers, The Kids Area with entertainers and the annual contests were hits for adults and kids alike. = = Confiden,al and Proprietary Event Snapshot Taking place over two full weekends, in Lionshead September 9-11, and Vail Village, September 16-18, 2016 Total attendance: estimated to be 60,000 Total media impressions: 1,595,000+ - Print: 379,000+ impressions - Internet: 560,000+ impressions - PR: 655,000+ impressions 11/1/16 = = Confiden,al and Proprietary 11/1/16 Saturday, September 10 – Lionshead Mall & Vail Square 12PM-‐10PM 12PM Vail Oktoberfest opens to public 12-‐3PM Helmut Fricker and the Rhinelanders Band 12-‐5PM Kids Area with Entertainers open 1-‐3PM Denver Kickers SchuhplaOlers 2PM Bavarian Costume Contest 3-‐3:30PM Klement’s Bratwurst Ea,ng Contest 3:30-‐4PM Denver Kickers SchuhplaOlers 4-‐5PM Adult Keg Bowling Contest 5-‐7PM Tanzkapelle 7PM Vail Vitality Center Stein LiYing Compe,,on 7:30-‐9:30PM Primal J and the Neanderthals 10PM Vail Oktoberfest closes for the day Sunday, September 11 – Lionshead Mall & Vail Square 12PM-‐6PM 12PM Vail Oktoberfest opens to public 12-‐3PM Helmut Fricker and the Rhinelanders Band 12-‐5PM Kids Area with Entertainer open 1-‐5PM Denver Kickers SchuhplaOlers 2:30-‐3PM Klement’s Bratwurst Ea,ng Contest 3-‐4PM Neue Polka 4-‐5PM Adult Keg Bowling Contest 5-‐6PM Neue Polka 5:30PM Vail Vitality Center Stein LiYing Compe,,on 6PM Vail Oktoberfest Closes for the day Friday, September 9 – Lionshead Mall & Vail Square 12PM-‐10PM 12PM Vail Oktoberfest™ opens to public 12-‐4PM Average German Band 4-‐6PM Helmut Fricker and the Rhinelanders Band 6PM Oktoberfest Opening Ceremony 6:15-‐7PM Helmut Fricker and the Rhinelanders Band 7PM Vail Vitality Center Stein LiYing Compe,,on 7:30-‐9:30PM Brother’s Keeper 10PM Oktoberfest closes for the day Lionshead Schedule = = Confiden,al and Proprietary 11/1/16 Saturday, September 17 – Vail Village 12PM-‐10PM 12PM Vail Oktoberfest opens to public 12-‐3PM Helmut Fricker and the Rhinelanders Band 12-‐5PM Kids Area with Entertainers open 1-‐3PM TEV Edelweiss SchuhplaOlers 2PM Bavarian Costume Contest 3-‐3:30PM Klement’s Bratwurst Ea,ng Contest 3:30-‐4PM TEV Edelweiss SchuhplaOlers 4-‐5PM Adult Keg Bowling Contest 5:30-‐7PM Bavarian Music 7PM Vail Vitality Center Stein LiYing Compe,,on 7:30-‐9:30PM Robby Peoples and the Bank Walkers 10PM Vail Oktoberfest closes for the day Sunday, September 18 – Vail Village 12PM-‐6PM 12PM Vail Oktoberfest opens to public 12-‐3PM Helmut Fricker and the Rhinelanders Band 12-‐5PM Kids Area with Entertainer open 1-‐5PM TEV Edelweiss SchuhplaOlers 2:30-‐3PM Klement’s Bratwurst Ea,ng Contest 3-‐4PM Tanzkapelle 4-‐5PM Adult Keg Bowling Contest 5-‐6PM Tanzkapelle 5:30PM Vail Vitality Center Stein LiYing Compe,,on 6PM Vail Oktoberfest closes for the day Friday, September 16 – Vail Village 12PM-‐10PM 12PM Vail Oktoberfest™ opens to public 12-‐4PM Tanzkapelle 4-‐6PM Helmut Fricker and the Rhinelanders Band 6PM Oktoberfest Opening Ceremony 6:15-‐7PM Helmut Fricker and the Rhinelanders Band 7PM Vail Vitality Center Stein LiYing Compe,,on 7:30-‐9:30PM Down to Funk Band 10PM Oktoberfest Closes for the Day Vail Village Schedule = = Confiden,al and Proprietary Weekend 1 Highlights 11/1/16 The Friday celebration began at noon again this year after a positive response to the early kickoff in 2015, and continued into the night with authentic polka music, the opening ceremonies and the first official Stein Lift of Vail Oktoberfest for 2016. Additional entertainment was the Official Hacker-Pschorr drinking of the Das Boot ceremony highlighting the history of Oktoberfest and that the name Hacker-Pschorr stands for a Munich brew tradition crafted over centuries, and acclaimed far beyond the borders of Bavaria throughout the entire world. The announcer was able to also use this time to mention that Hacker-Pschorr has been doing business in a sustainable manner combined with courage and innovation, that is “the heaven of the Bavarians,” a Hacker-Pschorr tradition since 1417. The weekend continued with perfect fall weather, Bavarian dancers, oom-pah music, Primal J and the Neaderthals taking the stage on Saturday night and Sunday night’s entertainment by Neue Polka. = = Confiden,al and Proprietary Weekend 2 Highlights 11/1/16 Vail Oktoberfest returned for weekend two with three more days of the world’s most popular party, done Vail-style, starting at noon on Sept 16th. With a clean and tight venue including blue and white tent tops throughout, both weekends had an authentic Bavarian look and feel. In addition to Bavarian music and dancing, traditional fare from ten different restaurants, yodeling, alpenhorn blowing and beverages from Hacker-Pschorr, the weekend’s festivities included live music from Helmut Fricker & the Rhinelanders, Down to Funk Band on Friday night, and crowd favorites Adult Keg Bowling and the Klement’s Bratwurst Eating Contests and the additional Bavarian Costume Contest and the Vail Vitality Center Stein Lift Competition. = = Confiden,al and Proprietary Oktoberfest Participation Featured Sponsors: • Vail Oktoberfest is presented by Hacker-Pschorr, Town of Vail and Vail Vitality Center and sponsored in part by Jägermeister, Klement’s Sausage Company, Vail Racquet Club, Unique Pretzels, Simba Run, Vail Daily and KZYR the Zephyr. Vail Oktoberfest benefits Vail Veterans Program. 11/1/16 = = Confiden,al and Proprietary Oktoberfest Participation Featured Restaurants: • Alpenrose, Blu’s Restaurant, Joe’s Famous Deli, Kaiser Bakery, Nepal’s Kitchen, Ohvation, Styria Bakery and the Swiss Chalet. 11/1/16 = = Confiden,al and Proprietary Additional Event Elements Adult Keg Bowling Contest: Up to fifteen contestants each Saturday and Sunday of Oktoberfest were given the chance to hurl a keg shell on wheels down the lane at a pyramid of keg shells with the intention of bringing down the pile. It’s not as easy at it sounds. The champion of the day was awarded with a great package from Hacker-Pschorr including a Hacker-Pschorr 1L branded stein, $40 in Oktoberfest tokens and a Hacker-Pschorr Oktoberfest themed shirt and a Hacker-Pschorr Bavarian hat. All contestants received a complimentary beer from Hacker-Pschorr. 11/1/16 = = Confiden,al and Proprietary Additional Event Elements Klement’s Bratwurst Eating Contest The strong-willed and the strong-stomached battled it out to see who could down the most brats in two minutes. The competitor who wolfed down the most brats in the allotted time won a keg-a-que from Klement’s Sausage Company as well as a Vail Oktoberfest stein with $40 in Oktoberfest tokens. The contest took place on Saturday and Sunday of both weekends. The Hacker-Pschorr stage wing banners continue to go along way with all contests being located at the stage. The typical winner ate 5-6 brats in two minutes! 11/1/16 = = Confiden,al and Proprietary Additional Event Elements Bavarian Costume Contest The Bavarian Costume Contest had plenty of participants eager to hear the crowd applause. Guests who showed up for the day in full Bavarian flare or in another Oktoberfest related costume were invited to participate in the Oktoberfest Costume Contests on Saturday and Sunday. All ages were welcome. The winner was determined by crowd response. We continue to see more Bavarian flare each year and the Hacker-Pschorr lederhosen shirts certainly add to the festive atmosphere. 11/1/16 = = Confiden,al and Proprietary Additional Event Elements Vail Vitality Center Stein Lifting Competition The Stein Lift Contests opened and closed the event each weekend. This crowd-favorite tested the arm strength and stamina of even the fiercest competitors. Competitors held a FULL 1L beer stein out from their body at shoulder level. The last person standing with arm outstretched took home the Oktoberfest prize package which included Hacker- Pschorr branded 1L beer stein, tokens from Vail Oktoberfest and (2) day passes to Vail Vitality Center in Vail Village. One of this year’s winners, a 77 year-old man, broke younger competitors records, lasting 5 minutes! Participants in the Stein Lift Contest had to be at least 21 years of age and there were both male and female categories. This contest continues to be of the crowd favorites! 11/1/16 = = Confiden,al and Proprietary Lodging Community Official Lodging Partner of Vail Oktoberfest • Highline partnered with the Vail Racquet Club Mountain Resort who ran an Oktoberfest package for several weeks leading up to the event • The Vail Racquet Club, a resort with a beautiful landscape and amenities, put together two exclusive lodging packages for guests coming to Vail. • Nightly rates for September 9-11 & September 16-18 started from: – 1 Bedroom Condo: $140 – 2 Bedroom Condo: $190 – 3 Bedroom Townhome: $263 – Does not include the 13.97% tax/fees 11/1/16 = = Confiden,al and Proprietary Marketing & PR Overview An extensive marketing and PR program was launched surrounding this two-weekend event. • Several news releases were distributed about the event, reaching out to regional and local print, broadcast and online outlets • The estimated number of impressions from PR campaign was more than 655,000+ from more than 10 placements • Event information was included in email blasts from numerous organizations • Event information, sponsor logos and hyperlinks were all featured online on the official event page, www.vailoktoberfest.com • Event information included on the event page at www.vail.com • Information about the event was distributed through the event’s official Facebook, twitter and instagram channels 11/1/16 = = Confiden,al and Proprietary Media: Print & Radio 11/1/16 2016 VAIL OKTOBERFEST MEDIA PLAN Daily Weekly (Weekly Publication) Where Where Specs: Day of Week When Impressions: Print Full Page / 4 Color Ad 10 x13 tall Friday 2-Sep 22.500 Circulation Print Full Page / 4 Color Ad 10 x13 tall Friday 9-Sep 22.500 Circulation Print Full Page / 4 Color Ad 10 x13 tall Friday 16-Sep 22.500 Circulation Vail Daily (Daily Publication) Where Where Specs: When Impressions Print 1/4 Page / 4 Color Ad 4.89"x7" Saturday 27-Aug 37,400 Daily Circulation Print 1/6 Page / 4 Color Ad -VETERANS AD 4.89x5.25 Friday 2-Sep 37,400 Daily Circulation Print 1/2 Page/ 4 Color Ad 4.89"x14"Saturday 3-Sep 37,400 Daily Circulation Print 1/4 Page / 4 Color Ad 4.89"x7" Sunday 4-Sep 37,400 Daily Circulation Print 1/2 Page/ 4 Color Ad 4.89"x14"Friday 9-Sep 37,400 Daily Circulation Print 1/2 Page/ 4 Color Ad 4.89"x14"Saturday 10-Sep 37,400 Daily Circulation Print 1/2 Page/ 4 Color Ad 4.89"x14"Friday 16-Sep 37,400 Daily Circulation Print 1/2 Page/ 4 Color Ad 4.89"x14"Saturday 17-Sep 37,400 Daily Circulation Print 1/4 Page / 4 Color Ad 4.89"x7" Sunday 18-Sep 37,400 Daily Circulation KZYR THE ZEPHYR Where Where When Radio 97.7 2 weeks leading up to event Online KZYR True. Local. Deals. (2) eblasts and online presence 2 week leading up to event = = Confiden,al and Proprietary Email Database Marketing 11/1/16 Email Blast #1 Email Blast #2 Email Blast #3 = = Confiden,al and Proprietary Samples of Editorial Placements 11/1/16 = = Confiden,al and Proprietary Samples of Facebook Highlights 11/1/16 = = Confiden,al and Proprietary Samples of Instagram Highlights 11/1/16 = = Confiden,al and Proprietary Event Collateral 11/1/16 POSTERRACK CARD = = Confiden,al and Proprietary Event Collateral 11/1/16 HALF PAGE AD QUARTER PAGE AD = = Confiden,al and Proprietary Event Signage/Display 11/1/16 General Pricing Signage Schedule Signage = = Confiden,al and Proprietary Event Signage/Display 11/1/16 Stage Backdrop Stage Wings Stage Banner = = Confiden,al and Proprietary Event Signage/Display 11/1/16 = = Confiden,al and Proprietary Oktoberfest Photos 11/1/16