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Home My WebLink About3.a. 2016 Vail Snow Daze Event RecapSurveyed Event Recap: Vail Snow Daze March 2, 2016 Vail Snow Daze, December 11 -13, 2015 Office: 970.476.6797 x 702 Mobile: 970.331.5312 jdeighan@gohighline.com 2 Town of Vail | CSE | 3/2/16 Attendance Estimate 3 • How would you impact a<endance next year? • We conBnue to work with Event Partners to collaborate on the social/digital push to promote the event, work as a team to contract with the right talent and to create new and exciBng partner acBvaBons to increase event a<endance and memorable experiences for guests. Town of Vail | CSE | 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% 20% 40% P e r c e n t R e s p o n d i n g 14%18% 49% 9%9% 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 Tennessee Florida Arizona Massachusetts 16% 39% 12% 33% 1% 7% 35% 22% 19% 15% 0% 1% 59% 41% 59% 7% 5% 4% 3% 3% 3% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 11.3K Attendance Estimate Are you staying:In paid lodging In a vacation home/timeshare With friends/family who live in the area 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 61% 21% 16% 3% 8% 30% 24% 22% 8% 8% 16% 18% 50% 13% 3% 0% 76% 5% 5% 3% 8% 3% 0% Nightly Rate (if Paid) Average: $192 Median: $200 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% P e r c e n t R e s p o n d i n g 29% 3%5%3%5%7%9%5%9%3%22% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ] 51% 26%22% 29% Likelihood of Recommending Event to a Friend or Family Member Total amount you will spend today and tonight Restaurants/Bars/ Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Shopping Lodging Other items, excluding lodging $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D .. $145 $44 $42 $30 $16 $15 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $41.21 $1,648,545.52 $40,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Snow Daze, December 11 - 13 Survey technique: Intercept. Overall sample size: 77. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 10. Overnight only Average Overall Full-time downvalley resident Seasonal resident of Vail Valley Day visitor Overnight visitor Full-time resident of Town of Vail 3.8 4.6 5.1 5.3 6.9 4.9Overall Town of Vail | CSE | 3/2/16 Visitor Type 4 • Was this the visitor type split you expected? Yes, very similar although we show a higher a<endance based on concerts, base area expo, on-‐mountain acBon and apres and aOer-‐dark parBes. • Why or why not? Please explain. The markeBng is thoughPully placed with a varied mix in order to achieve a similar mix to the below. • What steps would you take to opBmize visitor mix? We conBnue to work with Event Partners to collaborate on the social/digital push to promote the event, work as a team to contract with the right talent and to create new and exciBng partner acBvaBons to increase event a<endance. 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% 20% 40% P e r c e n t R e s p o n d i n g 14%18% 49% 9%9% 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 Tennessee Florida Arizona Massachusetts 16% 39% 12% 33% 1% 7% 35% 22% 19% 15% 0% 1% 59% 41% 59% 7% 5% 4% 3% 3% 3% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 11.3K Attendance Estimate Are you staying:In paid lodging In a vacation home/timeshare With friends/family who live in the area 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 61% 21% 16% 3% 8% 30% 24% 22% 8% 8% 16% 18% 50% 13% 3% 0% 76% 5% 5% 3% 8% 3% 0% Nightly Rate (if Paid) Average: $192 Median: $200 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% P e r c e n t R e s p o n d i n g 29% 3%5%3%5%7%9%5%9%3%22% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ] 51% 26%22% 29% Likelihood of Recommending Event to a Friend or Family Member Total amount you will spend today and tonight Restaurants/Bars/ Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Shopping Lodging Other items, excluding lodging $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D .. $145 $44 $42 $30 $16 $15 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $41.21 $1,648,545.52 $40,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Snow Daze, December 11 - 13 Survey technique: Intercept. Overall sample size: 77. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 10. Overnight only Average Overall Full-time downvalley resident Seasonal resident of Vail Valley Day visitor Overnight visitor Full-time resident of Town of Vail 3.8 4.6 5.1 5.3 6.9 4.9Overall Town of Vail | CSE | 3/2/16 Overall Visitor Profile 5 • Who was your anBcipated target demographic? • Male/Female 60/40 • Ages 25-‐40 • Did you reach your target demographic • Yes, because the talent secured catered to this target. Day visitorto Vail Full-timedownvalleyresident Full-timeresident ofTown of Vail Overnightvisitor to theregion Seasonalresident ofVail Valley0%20%40%Percent Responding 14%18%49%9%9%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 Tennessee Florida Arizona Massachusetts 16% 39% 12% 33% 1% 7% 35% 22% 19% 15% 0% 1% 59% 41% 59% 7% 5% 4% 3% 3% 3% Overall Visitor Profile 0K10K20K30K40K50KAttendee-Days11.3KAttendance Estimate Are you staying:In paid lodging In a vacation home/timeshare With friends/family who live in the area 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 61% 21% 16% 3% 8% 30% 24% 22% 8% 8% 16% 18% 50% 13% 3% 0% 76% 5% 5% 3% 8% 3% 0% Nightly Rate (if Paid) Average: $192 Median: $200 Overnight Visitor Profile 0: None, Iwould havecome to Vailanyway12345: Half myreason forcoming toVail 6 7 8 9 10: My onlyreason forcoming toVail0%20%40%60%80%100%Percent Responding29%3%5%3%5%7%9%5%9%3%22%Importance of Event in Decision to Visit Vail TodayPromoterPassive Detractor NPS10%20%30%40%50%60%70%80%90%Percent Responding [0=Not at alllikely,10=Extremely likely]51%26%22%29%Likelihood of Recommending Event to a Friend or Family MemberTotal amount youwill spend today andtonightRestaurants/Bars/Prepared FoodVendorsRecreation (skiing,ski lessons, rentals,etc.)Shopping Lodging Other items,excluding lodging $0 $100 $200 Economic Impact per Attendee-D..$145 $44$42 $30 $16 $15 Direct Economic Impact to TOV per Attendee-Day2015 Event fundingDirect economic impact to TOVEconomic impact payback ratio$41.21$1,648,545.52$40,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Snow Daze, December 11 - 13 Survey technique: Intercept. Overall sample size: 77. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 10. Overnight only AverageOverallFull-time downvalley residentSeasonal resident of Vail ValleyDay visitorOvernight visitorFull-time resident of Town of Vail 3.84.65.15.36.94.9Overall Town of Vail | CSE | 3/2/16 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 • What measures did you take to incenBvize a<endees to book lodging in the Town of Vail? Lodging packages are promoted through Vail.com and the schedule is created to promote a weekend of acBon to promote overnight stays in Vail. Day visitorto Vail Full-timedownvalleyresident Full-timeresident ofTown of Vail Overnightvisitor to theregion Seasonalresident ofVail Valley0%20%40%P e r c e n t R e s p o n d i n g 14%18%49%9%9%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 Tennessee Florida Arizona Massachusetts 16% 39% 12% 33% 1% 7% 35% 22% 19% 15% 0% 1% 59% 41% 59% 7% 5% 4% 3% 3% 3% Overall Visitor Profile 0K10K20K30K40K50KAttendee-D a y s 11.3KAttendance Estimate Are you staying:In paid lodging In a vacation home/timeshare With friends/family who live in the area 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 61% 21% 16% 3% 8% 30% 24% 22% 8% 8% 16% 18% 50% 13% 3% 0% 76% 5% 5% 3% 8% 3% 0% Nightly Rate (if Paid) Average: $192 Median: $200 Overnight Visitor Profile 0: None, Iwould havecome to Vailanyway 1 2 3 4 5: Half myreason forcoming toVail 6 7 8 9 10: My onlyreason forcoming toVail0%20%40%60%80%100%P e r c e n t R e s p o n d i n g 29%3%5%3%5%7%9%5%9%3%22%Importance of Event in Decision to Visit Vail TodayPromoter Passive Detractor NPS 10% 20% 30% 40% 50%60%70%80%90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ]51% 26%22% 29% Likelihood of Recommending Event to a Friend or Family Member Total amount you will spend today and tonight Restaurants/Bars/ Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Shopping Lodging Other items, excluding lodging $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D .. $145 $44 $42 $30 $16 $15 Direct Economic Impact to TOV per Attendee-Day 2015 Event fundingDirect economic impact to TOVEconomic impact payback ratio $41.21$1,648,545.52$40,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Snow Daze, December 11 - 13 Survey technique: Intercept. Overall sample size: 77. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 10. Overnight only AverageOverallFull-time downvalley residentSeasonal resident of Vail ValleyDay visitorOvernight visitorFull-time resident of Town of Vail 3.84.65.15.36.94.9Overall Town of Vail | CSE | 3/2/16 Role/Importance of Event in Intent to Visit Vail 7 • What acBons did you take this year to generate the number of overnight guests? Messaging directs people to vail.com/snowdaze where a number of lodging packages are available. • How would you increase the number of overnight Vail guests coming for the event next year? ConBnue with a strong markeBng plaPorm through several medias and booking bands with a strong following. 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% 20% 40% P e r c e n t R e s p o n d i n g 14%18% 49% 9%9% 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 Tennessee Florida Arizona Massachusetts 16% 39% 12% 33% 1% 7% 35% 22% 19% 15% 0% 1% 59% 41% 59% 7% 5% 4% 3% 3% 3% Overall Visitor Profile 0K 10K 20K 30K 40K50K A t t e n d e e -D a y s 11.3K Attendance Estimate Are you staying:In paid lodging In a vacation home/timeshare With friends/family who live in the area 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 61% 21% 16% 3% 8% 30% 24% 22% 8% 8% 16% 18% 50% 13% 3% 0% 76% 5% 5% 3% 8% 3% 0% Nightly Rate (if Paid) Average: $192 Median: $200 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% P e r c e n t R e s p o n d i n g 29% 3%5%3%5%7%9%5%9%3%22% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ] 51% 26%22% 29% Likelihood of Recommending Event to a Friend or Family Member Total amount you will spend today and tonight Restaurants/Bars/ Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Shopping Lodging Other items, excluding lodging $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D .. $145 $44 $42 $30 $16 $15 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $41.21 $1,648,545.52 $40,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Snow Daze, December 11 - 13 Survey technique: Intercept. Overall sample size: 77. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 10. Overnight only Average Overall Full-time downvalley resident Seasonal resident of Vail Valley Day visitor Overnight visitor Full-time resident of Town of Vail 3.8 4.6 5.1 5.3 6.9 4.9Overall Town of Vail | CSE | 3/2/16 NPS (Net Promoter Score)/Likelihood to Recommend 8 • Do you think the NPS scores reflect the a<endee event experience? All events at Vail Snow Daze are designed to create a great atmosphere and variety of experiences for guests to enjoy even outside of their on-‐mountain experience. This NPS is lower than expected but based on RRC’s feedback, the guests who a<ended the expo and didn’t plan to a<end any other events were detractors and in many cases, Snow Daze didn’t impact their decision to come to Vail. • What steps would you take to improve the NPS scores for your event next year? As Event Producers working with Vail Mountain, the team collaborates to conBnuously stay on the pulse with popular entertainment, unique partner experiences within the budget and current Vail Mountain goals. Day visitorto Vail Full-timedownvalleyresident Full-timeresident ofTown of Vail Overnightvisitor to theregion Seasonalresident ofVail Valley0%20%40%P e r c e n t R e s p o n d i n g 14%18%49%9%9%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 Tennessee Florida Arizona Massachusetts 16% 39% 12% 33% 1% 7% 35% 22% 19% 15% 0% 1% 59% 41% 59% 7% 5% 4% 3% 3% 3% Overall Visitor Profile 0K10K20K30K40K50KAttendee-D a y s 11.3KAttendance Estimate Are you staying:In paid lodging In a vacation home/timeshare With friends/family who live in the area 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 61% 21% 16% 3% 8% 30% 24% 22% 8% 8% 16% 18% 50% 13% 3% 0% 76% 5% 5% 3% 8% 3% 0% Nightly Rate (if Paid) Average: $192 Median: $200 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% P e r c e n t R e s p o n d i n g 29% 3%5%3%5%7%9%5%9%3%22% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ] 51% 26%22% 29% Likelihood of Recommending Event to a Friend or Family Member Total amount you will spend today and tonight Restaurants/Bars/ Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Shopping Lodging Other items, excluding lodging $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D .. $145 $44 $42 $30 $16 $15 Direct Economic Impact to TOV per Attendee-Day 2015 Event fundingDirect economic impact to TOVEconomic impact payback ratio $41.21$1,648,545.52$40,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Snow Daze, December 11 - 13 Survey technique: Intercept. Overall sample size: 77. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 10. Overnight only AverageOverallFull-time downvalley residentSeasonal resident of Vail ValleyDay visitor Overnight visitor Full-time resident of Town of Vail 3.8 4.6 5.15.36.94.9Overall Town of Vail | CSE | 3/2/16 Estimated Return on Investment (ROI) & Attendee Expenditures 9 • What did your event do to encourage spending in Vail? • Vail.com promotes a wide variety of acBvity, lodging and restaurants within the Town of Vail through content, links to deals and more. • The concerts within the Town of Vail directly impact the traffic within the Town of Vail Restaurants, retailers and bars. • The increased # of apres/aOer dark parBes align with this goal as well. 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% 20% 40% P e r c e n t R e s p o n d i n g 14%18% 49% 9%9% 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 Tennessee Florida Arizona Massachusetts 16% 39% 12% 33% 1% 7% 35% 22% 19% 15% 0% 1% 59% 41% 59% 7% 5% 4% 3% 3% 3% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days 11.3K Attendance Estimate Are you staying:In paid lodging In a vacation home/timeshare With friends/family who live in the area 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 61% 21% 16% 3% 8% 30% 24% 22% 8% 8% 16% 18% 50% 13% 3% 0% 76% 5% 5% 3% 8% 3% 0% Nightly Rate (if Paid) Average: $192 Median: $200 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 Responding 29% 3%5%3%5%7%9%5%9%3%22% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% Percent Responding [0=Not at all likely,10=Extremely likely] 51% 26%22% 29% Likelihood of Recommending Event to a Friend or Family Member Total amount you will spend today and tonight Restaurants/Bars/ Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Shopping Lodging Other items, excluding lodging $0 $100 $200 Economic Impact per Attendee-D.. $145 $44 $42 $30 $16 $15 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $41.21 $1,648,545.52 $40,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Snow Daze, December 11 - 13 Survey technique: Intercept. Overall sample size: 77. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 10. Overnight only Average Overall Full-time downvalley resident Seasonal resident of Vail Valley Day visitor Overnight visitor Full-time resident of Town of Vail 3.8 4.6 5.1 5.3 6.9 4.9Overall Day visitorto Vail Full-timedownvalleyresident Full-timeresident ofTown of Vail Overnightvisitor to theregion Seasonalresident ofVail Valley0%20%40%P e r c e n t R e s p o n d i n g 14%18%49%9%9%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 Tennessee Florida Arizona Massachusetts 16% 39% 12% 33% 1% 7% 35% 22% 19% 15% 0% 1% 59% 41% 59% 7% 5% 4% 3% 3% 3% Overall Visitor Profile 0K10K20K30K40K50KAttendee-D a y s 11.3KAttendance Estimate Are you staying:In paid lodging In a vacation home/timeshare With friends/family who live in the area 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 61% 21% 16% 3% 8% 30% 24% 22% 8% 8% 16% 18% 50% 13% 3% 0% 76% 5% 5% 3% 8% 3% 0% Nightly Rate (if Paid) Average: $192 Median: $200 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% P e r c e n t R e s p o n d i n g 29% 3%5%3%5%7%9%5%9%3%22% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ] 51% 26%22% 29% Likelihood of Recommending Event to a Friend or Family Member Total amount you will spend today and tonight Restaurants/Bars/ Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Shopping Lodging Other items, excluding lodging $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D .. $145 $44 $42 $30 $16 $15 Direct Economic Impact to TOV per Attendee-Day 2015 Event fundingDirect economic impact to TOVEconomic impact payback ratio $41.21$1,648,545.52$40,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Snow Daze, December 11 - 13 Survey technique: Intercept. Overall sample size: 77. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 10. Overnight only Average Overall Full-time downvalley resident Seasonal resident of Vail Valley Day visitor Overnight visitor Full-time resident of Town of Vail 3.8 4.6 5.1 5.3 6.9 4.9Overall Town of Vail | CSE | 3/2/16 Vail Brand Compatibility The Premier Interna-onal Mountain Resort Community 10 The event met the standard of excellence by: • Offering a world-‐class Vail Snow Daze guest experience, strong talent-‐line-‐up and event a<endance proved successful for 2015. • ConBnuing to align with naBonal brand sponsors who create appealing event acBvaBons and branding with a strong visual appeal and brand alignment. • CreaBng successful MarkeBng and PR campaigns – major coverage generated millions of impressions and more than $400,000.00 in value. • UBlizing a variety of media including print, radio, video, social and digital media and more. Town of Vail | CSE | 3/2/16 Event Strengths & Weaknesses 11 • Measures that could be taken for event improvement: • This event is a well-‐oiled machine bringing a wide variety of visitors to the area. The constant focus is to create unique, memorable experiences for guests which is exceeded through evolving with the event partnerships, event elements, promoBons and more. • For repeat event, comparison to past years: • Vail Snow Daze brought some new event partners this year to the expo village. Brands included: Gatorade, Sobe, Nature Valley, Audi, Helly Hansen, Bud Light, Liberty, Vail Resorts Retail, Burton, Epic Mix, Smith, Red Bull and Vail PD. The Vendor Expo Village is a strong way to reach skier traffic, enhance the guest experience and extend the promoBon of Vail Snow Daze in general. Town of Vail | CSE | 3/2/16 Event Strengths & Weaknesses 12 • Exceeded expectaBons in these ways: • Vail Snow Daze, the largest early-‐season mountain bash in North America, returned Dec. 11-‐13, 2015. From awesome live concerts at Solaris and the Sponsor Expo Village at the base of Gondola One to après and aOer-‐dark parBes throughout Vail Village and Lionshead, Snow Daze was a weekend not to be missed. • Performing arBsts for Snow Daze 2015 at Solaris included Big Head Todd and the Monsters, JJ Grey & Mofro, Nicki Bluhm and the Gramblers and Bonfire Dub. AddiBonal entertainment included DJ P Rock at Mountain Plaza. • MarkeBng exposure conBnues to be strong and event partner’s digital media and/or event promoBons generate addiBonal exposure. Town of Vail | CSE | 3/2/16 Event Strengths & Weaknesses 13 • Exceeded expectaBons in these ways: • Vail remains commi<ed to providing free, first-‐rate entertainment for locals and desBnaBon guests from all over the world. The weekend event kept lodging at capacity, restaurants and shops packed and the mountain full of smiling skiers and riders. • Strong Sponsorship – Vail Snow Daze was presented by Pepsi, Bud Light, Audi and Town of Vail and sponsored in part by Smith, Helly Hansen, Nature Valley, Liberty Skis, Vail Resorts Retail, Always Mountain Time and KZYR. Town of Vail | CSE | 3/2/16 Community Contribution 14 • Describe how the event impacted Vail’s sense of community: • Vail Snow Daze does a great job of impacBng the sense of community. It is a strong kick-‐off to the ski season bringing free entertainment to the early-‐season guests. • With a variety of après and aOer-‐dark parBes to ramp up the excitement, as well as base area expos this event is more than concerts in town. • This event drove traffic to the mountains for crowds to enjoy the entertainment and early season snow in the mountains. • Vail Snow Daze set the tone for a strong snow season ahead. Free concerts and a variety of fun sponsor acBvaBons for guests to enjoy both on and off the mountain. Town of Vail | CSE | 3/2/16 Topline Marketing Efforts - General 15 ADVERTISING, MARKETING AND PUBLIC RELATIONS A full adverBsing, markeBng and public relaBons campaign was executed surrounding Vail Snow Daze in the local, regional and naBonal media. Placements were made with print, broadcast and digital outlets. • Media impressions totaled more than: 2,252,542 • Print impressions: 768,660 • Television impressions: 1,083,763 • Internet impressions: 654,119 • Email blasts: 31,000 • Editorial: 3,027,707 Town of Vail | CSE | 3/2/16 Topline Marketing Efforts – Front Range 16 A full adverBsing, markeBng and public relaBons campaign was executed Vail Snow Daze in the Front Range and Local Media. Placements were made with print, broadcast and digital outlets. Colorado Daily • 3 full-‐page four-‐color print ads: December 4, 7 and 11 • 98K Adult Impressions Westword • 2 junior-‐page four-‐color print ads: December 3 and 10 • 360K Adult Impressions Billboard TV: • 54 billboards on KUSA, KCNC and KTVD: November 23-‐December 10 • 933K Adult Impressions • 58 TRPs against ages 25-‐54 • :10 “brought to you by” billboards in closed capBoning, weather, news and sports programming Town of Vail | CSE | 3/2/16 Topline Marketing Efforts – Front Range 17 Westword Online • Content inclusion in E-‐Newsle<er: December 9 – 43K Adult Impressions – Open Rate: 12% / CTR: 1.52% • Twi<er Post: December 9 – 92K Adult Impressions Open Snow • 7 MenBons in Snow Reports: Dec. 9, 10, 11 (x2 each) and 12 – CTR: 6% Town of Vail | CSE | 3/2/16 Topline Marketing Efforts – Local In-Resort Media 18 Vail Daily • 7 half-‐page four-‐color print ads: November 20 and December 2, 4, 7, 9, 11 and 12 • 241K Adult Impressions Vail Weekly • 2 full-‐page full-‐color print ads: December 4 and 11 • 69K Adult Impressions Local Radio • :60 spots on KCCH, KKVM and KZYR from November 23 – December 12 • 250K Adult Impressions TV8 • :30 spots from November 23 – December 12 • 150K Adult Impressions Town of Vail | CSE | 3/2/16 Topline Marketing Efforts – Digital 19 Event informaBon was included in email content from numerous organizaBons, including Vail Mountain, Town of Vail, Open Snow, Highline and others. • Vail Mountain email blasts that included Snow Daze event messaging: – November 20: 29,686 recipients; 6,268 unique opens; 672 clicks to view event details • Vail Snow Daze has an event page at vail.com/snowdaze, which included schedules, sponsor logos, links and more. • Snow Daze page views totaled 33,226 Town of Vail | CSE | 3/2/16 Topline Marketing Efforts – Social Media 20 Social media played a large role in spreading the word about the event, as many of the arBsts and sponsors involved in the event are very acBve on a number of social networks. FACEBOOK • Total Posts: 8 • Total Reach: 108,173 • Total Likes/Comments/Shares: 2,580 • Highlight: November 4, Snow Daze lineup announcement – Reach: 17,682; Likes/Comments/Shares: 1,050 • Highlight: December 11, Snow Daze GoPro video – Reach: 58,787; Likes/Comments/Shares: 623 Town of Vail | CSE | 3/2/16 Topline Marketing Efforts – Social Media 21 TWITTER Total posts: 10 Total impressions: 91,054 Total engagements: 3,168 Highlight: November 23, Snow Daze Bud Light Getaway • Impressions: 11, 059; Engagements: 360 Highlight: December 4, Snow Daze Welcome Back Post • Impressions: 111,686; Engagements: 362 Highlight: December 12, Powder Shot • Impressions: 13,672 Engagements: 537 Town of Vail | CSE | 3/2/16 Topline Marketing Efforts – Social Media 22 INSTAGRAM Total posts: 8 Total impressions: 18,390 Total engagements: 725 Highlight: December 8, Forecast and Event Plug • Likes: 6,132; Comments: 436 Highlight: December 11, Concert Shot and Snow Update • Likes: 2,744; Comments: 47 Town of Vail | CSE | 3/2/16 Topline Marketing Efforts – Public Relations 23 A public relaBons campaign surrounding Vail Snow Daze was conducted, reaching out to local, regional and naBonal media outlets to enhance coverage of the event in the news media. Two press releases went out on Nov. 4 and Dec. 3 to announce the complete lineup for Snow Daze, as well as an announcement regarding openers and a reminder for the event schedule. Snow Daze menBons were also included in several press releases including announcements around early season, snow and terrain messaging. •  Opening Day alert on Nov. 20 •  Snow/Terrain announcement on Nov. 24 •  Back Bowl opening announcement on Dec. 2 •  Side snow messaging announcements on various dates Town of Vail | CSE | 3/2/16 Topline Marketing Efforts – Public Relations 24 Major Hits – The public relaBons campaign resulted in a number of major placements for the event, including a major Associated Press hit that went to hundreds of outlets including: • Transworld Business (Nov. 23): 141,938 UMV • Westword Online (Dec. 1): 296,968 UMV • Vail Daily (Various Dates): 387,581 UMV • 9News (Nov. 30): 1,201,220 UMV • Boston Herald (Sept. 17) • RealVail (Dec. 2 and Dec. 8) • Colorado Daily (Various Dates) • Wichita Eagle Town of Vail | CSE | 3/2/16 Potential for Growth & Sponsorships/Media Exposure 25 • The robust markeBng plaPorms and savvy social/digital plaPorms in place by Vail lend to exponenBal growth in Event followers and acBon • New naBonal brands conBnue to be part of the markeBng mix at Vail Snow Daze • We conBnue to aim for growth with the ski industry hard goods category with gear demos for the guests to enjoy Town of Vail | CSE | 3/2/16 Sustainability Efforts 26 • Worked with town environmental officials to develop green pracBces and worked with Vail Honey Wagon to recycle all event cardboard, plasBc and aluminum • Had event staff dedicated to collecBng and sorBng trash and recycling • Served beverages in recyclable or compostable cups • No vehicles were leO idle while loading in and out • Moved to majority use of linens in lieu of plasBc disposable tablecloths 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. Town of Vail | CSE | 3/2/16 Event Budget 27 • Total event budget: $369,756 • CSE funds: $40,000 • Profit and loss: -‐ • Funding uBlizaBon: Overall Event ProducBon • In-‐kind sponsorship: -‐ • Cash sponsorship: $302,143 * Event producer to attach detailed budget for recap Town of Vail | CSE | 3/2/16 Additional Information/Appendix 28 • Detailed budget in complete PDF • Full version of the Survey Dashboard PDF in Appendix • AddiBonal MarkeBng Display Items and PR Examples 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% 20% 40% P e r c e n t R e s p o n d i n g 14%18% 49% 9%9% 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 Tennessee Florida Arizona Massachusetts 16% 39% 12% 33% 1% 7% 35% 22% 19% 15% 0% 1% 59% 41% 59% 7% 5% 4% 3% 3% 3% Overall Visitor Profile 0K 10K 20K 30K 40K 50K A t t e n d e e -D a y s 11.3K Attendance Estimate Are you staying:In paid lodging In a vacation home/timeshare With friends/family who live in the area 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 61% 21% 16% 3% 8% 30% 24% 22% 8% 8% 16% 18% 50% 13% 3% 0% 76% 5% 5% 3% 8% 3% 0% Nightly Rate (if Paid) Average: $192 Median: $200 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% P e r c e n t R e s p o n d i n g 29% 3%5%3%5%7%9%5%9%3%22% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 10% 20% 30% 40% 50% 60% 70% 80% 90% P e r c e n t R e s p o n d i n g [0 =N o t a t a l l l i k e l y ,1 0 =E x t r e m e l y l i k e l y ] 51% 26%22%29% Likelihood of Recommending Event to a Friend or Family Member Total amount you will spend today and tonight Restaurants/Bars/ Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Shopping Lodging Other items, excluding lodging $0 $100 $200 E c o n o m i c I m p a c t p e r A t t e n d e e -D .. $145 $44 $42 $30 $16 $15 Direct Economic Impact to TOV per Attendee-Day 2015 Event funding Direct economic impact to TOV Economic impact payback ratio $41.21 $1,648,545.52 $40,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2015 Event Visitor Summary: Vail Snow Daze, December 11 - 13 Survey technique: Intercept. Overall sample size: 77. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2015): 10. Overnight only Average Overall Full-time downvalley resident Seasonal resident of Vail Valley Day visitor Overnight visitor Full-time resident of Town of Vail 3.8 4.6 5.1 5.3 6.9 4.9Overall -CONFIDENTIAL- Prepared by H I G H L I N E 2015 VAIL SNOW DAZE FINAL BUDGET (as of 1/26/2016) Actual Vail Snow Daze REVENUES: 419 Vail Resorts' Strategic Alliance Funding 137,500$ 420 Vail Mtn Marketing Funding 157,143 420.5 CSE Event Funding 40,000 421 Vail Mtn Incremental Funding 7,500 422 Entry Fees - 422.5 Concert Ticket Sales (Private Reserve)- 423 F&B Sales (net sales tax 4.0%)27,613 424 Band Merchandise Sales Cut - 424.5 ATM Commission - TOTAL REVENUES 369,756$ EXPENSES: 510 Event Operations/Security 27,496$ 517 Talent/Bands 92,194 518 Production 44,262 519 Event Promotions 250 519.5 Event Advertising/Marketing - 520 Event Merchandise/Sponsor Gifting - 525 Event Supplies 5,129 526 F&B Expenses 9,966 526.5 Charitable Donation (Bev Sales)4,000 527 Equipment Rental 38,420 529 Event Photography - 530 Portable Toilets/Trash/Recycling 2,523 533 Prize Money/Appearance Fees - 535 Public Relations - 538 Venue Rental/Site Fees 3,600 543 Wardrobe/Uniforms - 550 Event Insurance 7,500 555 Equipment Repairs 200 617 Bank/Credit Card Charges - 620 Vehicle Expenses 1,500 626 Pre-press/Design - 627 Licenses and Permits 1,950 628 Printing and Reproduction 972 630 Office/Computer Supplies 200 636 Postage/Shipping - 640 Event Travel 207 641 Meals/Entertainment 938 642 Lift Tickets - 643 On-Mountain Dining - 644 Event Lodging 1,082 646 Sponsor Ground Transfers - 669 Contract Labor 3,480 670 Event Payroll Expenses 18,888 671 Sponsor Implementation/Fulfillment 20,000 672 Event Management (EP/AP)50,000 672.5 Project Fee 35,000 TOTAL EXPENSES 369,756$ PROFIT/LOSS -$ 2013 SNOW DAZE RECAP REPORT VAIL SNOW DAZE 2016 DISPLAY AND PRINT EXAMPLES EXECUTIVE SUMMARY Vail Snow Daze, the largest early-‐season mountain bash in North America, returned Dec. 11-‐13, 2015. From awesome live concerts at Solaris and the Sponsor Expo Village at the base of Gondola One to après and aVer-‐dark parXes throughout Vail Village and Lionshead, Snow Daze was a weekend not to be missed. Performing arXsts for Snow Daze 2015 at Solaris included Big Head Todd and the Monsters, JJ Grey & Mofro, Nicki Bluhm and the Gramblers and Bonfire Dub. AddiXonal entertainment included DJ P Rock at Mountain Plaza. Sponsors that were involved in Snow Daze included: Pepsi, Bud Light, Audi, Town of Vail, Smith Helly Hansen, Nature Valley, Liberty Skis, Vail Resorts Retail, Colorado Mountain Express, Always Mountain Time and KZYR. EVENT SNAPSHOT Total es8mated a;endance: 57,358 Dates: Friday, December 11 through Sunday, December 13 Es8mated total media impressions: 7,817,791 Loca8ons: Solaris; Base of Gondola One, Mountain Plaza; and Vail Village and Lionshead Bars and Restaurants EVENT SCHEDULE ADVERTISING: COLLATERAL ADVERTISING: PRINT EVENT CREDENTIALS EVENT PHOTOS EVENT PHOTOS EVENT PHOTOS