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Home My WebLink About2016 Vail Summer Bluegrass Concert Series RecapSurveyed Event Recap: Vail Summer Bluegrass September 7, 2016 Vail Summer Bluegrass: June 29, July 6, 13 & 20 Mobile: 404.402.0484 ariel.rosemberg@gmail.com 3 Town of Vail | CSE | 09/07/16 Attendance Estimate 4 •We hit our attendance targets overall. Certain detractors (weather, timing, competitive events) are taken into consideration when estimating attendance. •Bluegrass will continue allocating marketing resources as needed to further drive attendance, and will dig deeper in terms of localized and grassroots efforts. Town of Vail | CSE | 09/07/16 Visitor Type 5 •This is absolutely the visitor type we target. While driving local attendance is critical to this event’s growth, spreading the word (and driving future interest) in out of town guests is the DNA needed for growth. Town of Vail | CSE | 09/07/16 Overall Visitor Profile 6 •As with the previous slide, this is exactly who we target as our primary visitor. •I was surprised to see that the larger percentage of visitors were in the 55- 64 range, while the target is 25-45. •Could be an opportunity to do more personalized, hyper-targeted digital marketing and continue to build out email Town of Vail | CSE | 09/07/16 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •We’ve manifested some amazing relationships with great hotels locally. The hotel partners take great pride in offering the best hospitality to our bands and guests. Town of Vail | CSE | 09/07/16 Role/Importance of Event in Intent to Visit Vail 8 •As with the previous slide, we’ve built out great relationships with local hotels. To best continue driving overnight traffic, we’ll build on those relationships, offering multi-night packages, meet and greet with bands, etc. Town of Vail | CSE | 09/07/16 NPS (Net Promoter Score)/Likelihood to Recommend 9 •Absolutely. Our NPS grew 36% YOY from 2015. We are very pleased with this outcome. We know we produce great content in an unparalleled setting, so to see 78% is absolutely rewarding. Town of Vail | CSE | 09/07/16 Estimated Return on Investment (ROI) & Attendee Expenditures 10 •Being a Lionshead event, it’s critical for us to place a focal point on our neighboring businesses. On top of that, we have a partnership with the VCBA to help drive awareness and spending into our local businesses. Town of Vail | CSE | 09/07/16 Vail Brand Compatibility The Premier International Mountain Resort Community 11 The event met the standard of excellence by: •Delivering world class entertainment on need weeknights, and driving both foot traffic and heads in beds •Partnering with conscious, likeminded organizations to best drive awareness and deliver the message •Exploring cultural initiatives by expanding the programming to the Betty Ford Alpine Gardens Town of Vail | CSE | 09/07/16 Event Strengths & Weaknesses 12 •Exceeded expectations in these ways: •Continued delivering on promise of providing world class entertainment on need weeknights •Facilitated and maintained strategic partnerships and relationships with existing third parties •Provided top tier hospitality to talent, partnership and patrons •Grew social media footprint by 20% •Measures that could be taken for event improvement: •Location •VIP/Premium patron offerings •Closer alignment with green/sustainability initiatives •For repeat event, comparison to past years: •Consistent Wednesdays led to deeper market penetration •Brought on grass roots marketing efforts Town of Vail | CSE | 09/07/16 •Continued sourcing product/partnerships from local-to-Vail organizations such as Bonfire Brewing and 10th Mountain Whiskey •Drove x# of locals to the Arrabelle on show nights •Impacted x# of hotel rooms on show nights •Developed relationship with 3rd party promoter to produce after- shows at Altitude Bar, driving additional cross-Valley attendance •Activated Betty Ford Alpine Gardens’ brand via cross-promotional efforts including “Bluegrass in the Gardens” Community Contribution 13 Town of Vail | CSE | 09/07/16 Topline Marketing Efforts 14 •Facebook engagement and followers grown by 20% •Covered in Forbes.com’s write up of Music in Summer at Ski Resorts •Co-promotion with all bands, every week •Rebranding efforts including personification of brand; update to website, color scheme •New partnerships with Mountain Hardwear, bigtruck hats, Conscious Alliance and Never Summer Industries •GoPro booth with Antlers, including live entertainment Town of Vail | CSE | 09/07/16 “…On four Wednesdays in June and July is the Vail Summer Bluegrass Series, featuring national-level, award-winning, high- energy talent, performing at the Arrabelle at Vail Square in the Lionshead base area…” – Larry Olmsted, Forbes.com Potential for Growth & Sponsorships/Media Exposure 15 •Extra push through Front Range, regional and national media including but not limited to music and travel publications/outlets •Could be spending more advertising money via Vail Daily to drive local/regional attendance •Continued effort attracting high-profile sponsors (ie: Mountain Hardwear, Never Summer) to Vail Bluegrass to activate their winter and/or summer lines at the shows. Would also like to see a prospective partnership with Subaru or Toyota. •Relocation of Vail Bluegrass to new location (TBD) would allow for a reduction in Town of Vail’s ad spend, focusing more on growing relationships with beer/alcohol sponsor, and driving revenue via that channel (and possible ticket sales). Town of Vail | CSE | 09/07/16 •Relationship with EcoProducts provides compostable/reusable cups to patrons. When cups ran out, Vail Bluegrass worked with the Arrabelle to ensure the best viable cup option was available. •Worked directly with Arrabelle staff to ensure cans were properly recycled and waste was kept to a minimum. •On-site receptacles were limited to either trash and/or recycling, and waste was properly disposed of. 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. Sustainability Efforts 16 Town of Vail | CSE | 09/07/16 Event Budget 17 •Total event budget: $50k •CSE funds: $50k •Profit and loss: n/a •Funding utilization: Marketing, talent •In-kind sponsorship: Lodging (Antlers), Dinner (Moe’s) •Cash sponsorship: Bonfire ($2000), 10th Mountain ($1000), VCBA ($1500) * Event producer to attach detailed budget for recap Town of Vail | CSE | 09/07/16 Total economic impact per attendee day Shopping Restaurants/Bars/ Prepared Food Vendors Lodging Recreation (golf, bike rental, entry fees, etc.) Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$18 $63 $34 $7 $2 $1 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 69% 25% 4% 2% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 46% 22% 17% 7% 8% 1 2 3 - 5 6 - 8 9 - 14 10% 37% 41% 6% 6% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 78% 10% 7% 2% 3% Under $50k $50k-$100k $100-$150k $150k or more 22% 27% 10% 42% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 16% 17% 17% 26% 14% 6% 4% Male Female 41% 59% Promoter Passive Detractor 0% 20% 40% 60% 80%% of Total Number of Records78% 11%11% 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 Responding56% 25% 1%1%1%1% 9% 1%2%2% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $2.26 $112,863.75 $50,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 1.8K Attendance Est 67% 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 Responding65% 10%10%11%4% Visitor Type Colorado Texas Oklahoma Minnesota Missouri Pennsylvania Kansas Florida 4% 4% 4% 5% 5% 6% 10% 40% 2016 Vail Event Visitor Summary: Summer Bluegrass Series, June 29, July 6, July 13, July 20 Survey technique: Intercept. Overall sample size: 81 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 3. Average Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Day visitor to Vail Full-time resident of Town of Vail 9.1 6.7 6.9 2.0 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: $281 $215 Overall Overnight visitor Overall 2016 Vail Summer Bluegrass Budget 29-Jun Sponsors Everyone Orch 8000 Bonfire 2000 Dr Harlans 400 10th Mtn 1000 Tent (not split with Jazz)3800 VCBA 1500 Photog 250 Catering 170 6-Jul Darrell Scott 6500 Hardscrabble 500 Tent 2000 Photog 250 Arrabelle (deposit)800 Catering 80 13-Jul Sara Watkins 10000 The Lonesome Days 500 Tent 2000 Photog 150 Catering 80 20-Jul Head for the Hills 7000 Geoff Union 500 Tent 2000 Photog 250 Arrabelle (balance)800 Catering 80 Misc Merch (net)637 Facebook Ad 100 Website 99 Insurance 456 Security 2600