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Home My WebLink About2016 VailFamilyFunFest RecapEvent Recap: Vail Family Fun Fest 2016 Presented on September 7, 2016 Vail Family Fun Fest 2016 Saturdays, June 25 to August 6, 2016 J. Brian Hall Event Producer Blue Creek Productions, Inc. Office: 970.926.5855 Mobile: 970.376.2594 brian@bluecreek.com 2Town of Vail | CSE | 9/7/16 Attendance Estimate 3Town of Vail | CSE | 9/7/16 2016 Attendance June 25 645 July 2 575 July 9: 565 July 16: 625 July 23: 640 July 30: 625 Aug 6: 725 TOTAL: 4,400 *Approximate 10% increase Blue Creek Productions’ In-House Surveys 4Town of Vail | CSE | 9/7/16 Blue Creek Productions’ VFFF In-house surveys: Are You – Vacationing – 68% Local: 22% 2nd Homeowner: 10% How did you find out about us: 1) Visiting/Just came by, 26% (56% in 2015) 2) Internet, 25% (17% in 2015) 3) Newspaper, 21% (7% in 2015) 4) Other-Returning Guest, 10% 5) Hotel/Concierge, 8% 6) Word of Mouth/Recommendation, 7% 7) Vail Info Desks, 3% Is this your first visit to Vail? Yes: 15% (20% in 2015) No: 85% (80% in 2015) Would you return to our event? Yes: 100% No: 0% Do you feel the event was fun? Yes: 100% No: 0% •Blue Creek Productions In-House Surveys: Guest Comments • Great free activity for our kids, thank you! • My children had a great time, we are already planning to visit again next year. • “More free stuff, this is awesome” Emma age 4. • Kids absolutely loved it. We told two other families to come next week. Thank you! • What a fabulous family focused event! Very well run and organized. • My kids loved the crafts & building blocks, balloon toss, it was a blast! • Great activities for all ages, great for community • Water Balloon Toss of Death - so much fun, alien prizes A+ • The kids enjoyed the activities and as an adult I did too! • We make it every year, wouldn’t miss it. • Love the clean family event. And Free, Vail is pricy. • Awesome organization, fun activities. • We have come to this event for several years with our 3 children. It is one of our favorite activities. • Great job, great people, Fun! • Came last year, kids loved it, Thank you! • Lots of fun competitions. • Awesome, will return, live in Golden. • Kids loved it, ages 4, 6 & 8. Will return next summer. • We arrived at 11:00am and enjoyed all activities, then had to return because it was “too much fun”. We stayed until the end. • It’s a great venue. • We come to the VFFFest at east twice a summer. It is fabulous! • Great fun! Wonderful way to spend a Saturday. Thanks for doing this. • The people who work the event are so nice. • Awesome that this is free and also offers shade areas Blue Creek Productions’ In-House Surveys 5Town of Vail | CSE | 9/7/16 RRC Survey: Visitor Type 6Town of Vail | CSE | 9/7/16 We focus on attracting the overnight visitor as a way to contribute to the ROI of the Town of Vail. We do this by communicating with hotels and lodges with our promotional info. We want our event to attract more down valley guests and possibly impact their future lodging choices with that of a Vail property. We also want to attract more down valley residents as a way to build “word of mouth” support. RRC Survey: Overall Visitor Profile 7Town of Vail | CSE | 9/7/16 •This was our expected audience based on past years information and conversations with guests. •We will work with Vail hotels to promote our event more heavily towards this group to increase attendance and economic return. •Mexico 13% (4% in 2015) RRC Survey: Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only 8Town of Vail | CSE | 9/7/16 •We featured lodging information to our promotional materials and offered links to actual Vail booking sites. •We work hard to get Vail Hotels our info prior to Summer season so potential Vail guests will see it as an additional reasons to choose Vail. •In paid lodging was 70% in 2015 RRC Survey: Role/Importance of Event in Intent to Visit Vail 9Town of Vail | CSE | 9/7/16 •I would like to meet that 10% whose only reason for coming to Vail was our event and buy them lunch. We don’t expect to be the main reason to bring someone to Vail, But we do try to provide the best possible event for families - activities, entertainment and customer service, we hope to help influence the guests’ choice of where they they will spend their vacation dollars. And we work hard with the Vail Lodges to get the word out to their potential guests. RRC Survey: NPS (Net Promoter Score)/Likelihood to Recommend 10Town of Vail | CSE | 9/7/16 •We like our positive guest feedback numbers, but would like to see it higher. It can be easy for Guest Satisfaction to drop when we have a big crowd. We will focus on making sure people feel well served, even when we are very busy. We talk a lot to our guests and I think that makes them feel welcome, appreciated and engaged. RRC Survey: Estimated Return on Investment (ROI) & Attendee Expenditures 11Town of Vail | CSE | 9/7/16 •We try to give them many reasons to stay and explore Vail. Families will come to our event, eat lunch, shop and then come back for more. We try to create conversations with our guests letting them know restaurant choices, shops and other Vail activities to enjoy during their visit. Vail Brand Compatibility The Premier Interna-onal Mountain Resort Community 12Town of Vail | CSE | 9/7/16 •Strong sense of welcome and hospitality, superior guest service & customer interaction proven in guest comments. •It’s a a lot of fun! Great event for the entire family. Families compete in contests as a family. Family audience made up of active visitors, 2nd homeowners, area locals. • High quality interactive and engaging activities & educational presentations. They have fun and learn something cool from experts in their field. Event Strengths & Weaknesses 13Town of Vail | CSE | 9/7/16 • Exceeded expectations: We work hard to create strong sense of welcome, then try to create outstanding family activities, contests, competitions and educational presentations for more participation. We increased our digital presence and saw results. Continue to provide excellent guest service. Passionate involvement in family/kid games & challenges. Strong communication plan with Lionshead/Vail Lodges and LH event partners. Working with Epic Discovery gave us access to their digital streams - this was awesome. • Measures that could be taken for event improvement: Work with other similar Vail events to cross promote/share guests. Continue to add more activities for entire family and cool presentations. Continue to strengthen PR/Marketing/ Messaging plan. Work harder to help lodges/hotels to use us as a positive reason for visiting Vail. • For repeat event, comparison to past years:We added more activities, more contests and brought in tents for shade. All of these actions work great to satisfy¯ our guests and keep them around longer. Community Contribution 14Town of Vail | CSE | 9/7/16 Describe how the event impacted Vail’s sense of community: • We work to create a strong sense of welcome, hospitality and community in Vail. Guests feel welcome at our event and in our town. We hire great people, we train them well and we critique our work each week to continually discuss how we are doing. • Free fun for kids, happy and relaxing times for the parents and grandparents. We get a great chance to talk to the parents and we believe that gives our guests a great idea of what the people of Vail are like, what our community is all about. • They were pleasantly surprised that these activities for their kids were free and commented on how wonderful the staff was with their kids. • Quality, educational presentations from professional groups. • Strong relationships & friendships lead to repeat guests. They know us. Topline Marketing Efforts 15Town of Vail | CSE | 9/7/16 • New event logo and promotional art! •New Epic Discovery partnership. We were included in their digital streams and newsletters. • Distribution to all local & regional events calendars and info venues • Multiple poster, flyer & digital piece creations and distribution • Distribution of digital fliers & info sheets for inclusion in hotel & lodge promotional programs • VFFF staff visited hotels & shops to meet staff and talk up event. • Regular email blast to 450 addresses in our fan club Topline Marketing Efforts 16Town of Vail | CSE | 9/7/16 Website, Facebook page & ads, Instagram & Social pics push, email flier Potential for Growth & Sponsorships/Media Exposure 17Town of Vail | CSE | 9/7/16 •We were able to add the Vail Chamber and Business Association and Epic Discovery as sponsors this year. Epic Discovery brought with them access to their marketing programs. •We are looking at adding vendor tents next year and more sponsors. Sustainability Efforts 18Town of Vail | CSE | 9/7/16 •We chose “green” arts & crafts supplies whenever possible. Discarded supplies were sorted and returned to supply stations for reuse. •Many of our “special presenters” were chosen for their “ECO & Green” themes and content (Nature’s Educators & Raptor Ed Foundation). •We created games and activities that featured “green” themes and utilized recycled materials. •Staff members car-pooled into Vail from home. •Trash was carried out or sorted using TOV receptacles. •“Found Art” activities. •Simple, old-school activities, games and challenges. Event Budget 19Town of Vail | CSE | 9/7/16 •Total event budget: $22,400.00 •CSE funds: $20,000.00 •Profit and loss: 0 •Funding utilization: Operation, management, supplies, special presentations and promotion of the events. •In-kind sponsorship: $2,500.00 •Cash sponsorship: $1,900.00 * Detailed event budget attached. Additional Information/Appendix 20Town of Vail | CSE | 9/7/16 9/2/16: 4:53 PM FY 2016 Budget Revenues: TOV-CSE Contribution 20,000 Vail Chamber & Business Association Sponsorship 1,500 VRI-Epic Discovey (4 events)900 Total Revenues:22,400 Expenses: Advertising & Marketing Banners & Signage 750 Rack Cards, Fliers, Posters 500 Newspaper 0 Artwork 400 Radio 0 Electronic Media/Website/E-mail Blast 750 Beer/Wine/Soda/ice 0 Blue Creek - Guest Surveys 325 Consulting - 3rd Party Surveys, TOV Compliance 0 Entertainment Children's Activities, Supplies and Prizes 3,800 Kids Discovery Zone-Special Presenters/Raptors, Fossils, etc.4,000 Inflatables 3,500 Misc.0 Event Fees Insurance 425 Police 0 Security 0 Sound Permit 50 Special Event License 100 Tent Permit 0 Food Cost 0 Miscellaneous 0 Recruitment 0 Sponsor Activities 0 Sponsor Gifts 0 Staff 0 Event Workers 5,600 Administration/Press Releases/Concierge Program 2,200 Tables/Linens Rental 0 Tent Rental 0 Travel & Lodging 0 Total Expenses:22,400 Net Income/(Loss)0 *Additional soft dollars from Blue Moose Spnsorship - $3,500.00 Vail Family Fun Fest in Lionshead Budget - 2016 Budget Detail 7 Events Description Additional Information/Appendix 21Town of Vail | CSE | 9/7/16 Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor to the region Seasonal resident of Vail Valley 0% 50% 100%Percent Responding82% 9%3%1%4% Visitor Type 0%20%40%60% Percent Responding Annual Household Income Under $50k $50k-$100k $100-$150k $150k or more Age of respondent 25 - 34 35 - 44 45 - 54 55 - 64 Gender Male Female State/Country Colorado Texas Florida Mexico Missouri California Kansas Nebraska Pennsylvania 0% 0% 0% 0% 4% 62% 31% 4% 58% 42% 44% 15% 7% 4% 4% 4% 4% 3% 3% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days4.0K Attendance Estimate 0%20%40%60%80%100% Percent Responding Are you staying:In paid lodging In a vacation home/time.. With friends/family who .. 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 Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 70% 21% 8% 0% 0% 7% 10% 31% 20% 33% 7% 15% 28% 22% 18% 10% 90% 5% 3% 2% 0% 0% 0% Nightly Rate (if Paid) Average: $272 Median: $250 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% 50% 100%Percent Responding0%0% 0% 33% 0%0% 33% 0% 0%0% 33% 64% 0% 0%3%3%10%3% 0% 7% 3% 7% 100% 0%0% 0%0%0%0%0%0%0%0%0%0% 0% 0%0%0%0% 0% 50% 0% 50%57% 0% 0% 0%0% 29% 0%0%0%0% 14% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 20% 40% 60% 80% 100%PercentResponding [0=Notat alllikely,10=Extremelylikely]77% 8%15% 62% Likelihood of Recommending Event to a Friend or Family Member Total Restaurants/Bars/ Prepared Food Vendors Shopping Recreation (golf, bike rental, entry fees, etc.) Lodging Other items excluding lodging $0 $100 $200 $300 Economic Impactper Attendee-Day$198 $98 $52 $24 $18 $6 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $39.55 $791,012.82 $20,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Family Fun Fest, June 8 - August 8 The overall sample size for this survey is 74. Please note that sample sizes are smaller for subgroups. Overnight only Average Overnight visitor Seasonal resident Full-time resident of Town of Vail Full-time downvalley resident Day Visitor 2.9 9.0 0.0 6.3 2.0 Day Visitor Full-time downvalley resident Full-time resident of Town of Vail Overnight visitor Seasonal resident