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Home My WebLink About4.a. 2016 CarniVail RecapSurveyed Event Recap: CarniVail May 4, 2016 CarniVail, February 6 - 9, 2016 Office: 970.476.6797 x 702 Mobile: 970.331.5312 jdeighan@gohighline.com 2 CarniVail, February 6 - 9, 2016 3 Total es)mated a,endance: 64,302 Dates: Friday, February 6th through Tuesday, February 9th Es)mated total media impressions: 2,339,360 Loca)ons: Solaris; Eagle’s Nest; Mid-‐Vail; Express Li7; Tavern; and Vail Village and Lionshead Bars and Restaurants Town of Vail | CSE | 5/4/16 Attendance Estimate 4 • How would you impact aIendance next year? • We would explore ways for the area retailers to embrace the event through retail specials, promoNon and parade parNcipaNon. • We conNnue to work with Event partners to run social/digital promoNons as part of Vail Mountain’s extensive online following. Town of Vail | CSE | Overnight visitor to the region Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail Seasonal resident of Vail Valley 0% 20% 40% 60%Percent Responding58% 19% 9%9%5% 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 Louisiana Florida Texas New York New Jersey Connecticut 33% 13% 22% 32% 0% 11% 32% 8% 20% 20% 9% 0% 69% 31% 36% 7% 6% 5% 5% 4% 4% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days3.5K Attendance Est* Are you staying:In paid lodging Vacation home/timeshare With friends/family 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 65% 28% 7% 0% 0% 33% 21% 18% 11% 18% 1% 12% 34% 40% 12% 1% 68% 11% 10% 0% 2% 5% 5% Nightly Rate (if Paid) Average: $435 Median: $402 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 Responding63% 10% 0%1%7%2%3%0%0%0%13% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 0% 10% 20% 30% 40% 50%Percent Responding [0=Not atall likely,10=Extremely likely]44% 20% 36% 8% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/ Bars/Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Lodging Shopping Other items, excluding lodging Admission fees $0 $50 $100 EconomicImpact perAttendee-Day$56 $31 $13 $7 $5 $1 $0 Direct Economic Impact to TOV per Attendee-Day 2016 Event funding Direct economic impact to TOV* Economic impact payback ratio*$9.83 $196,503.08 $20,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2016 Event Visitor Summary: CarniVail, February 6-9 (Sat-Tues) Survey technique: Intercept. Overall sample size: 63. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 9 *Attendance and economic impact estimates exclude on-mountain events (Saturday Crawfish Boil at Eagle's Nest and Sunday Mardi Gras at Mid-Vail). Surveys and attendance counts only done in town. Overnight only Average Day visitor Full-time downvalley resident Overall Overnight visitor Seasonal resident of Vail Valley 0.0 1.1 2.0 2.5 4.2Overall Town of Vail | CSE | 5/4/16 Visitor Type 5 • Was this the visitor type split you expected? Yes. • Why or why not? This event was planned and executed for an off-‐peak Nme period to provide an addiNonal set of entertainment for the guests to enjoy – primarily with the Fat Tuesday Parade and Street Party as well as two days of on-‐mountain Crawfish Boil and/or Mardi Gras themed experiences. • What steps would you take to opNmize visitor mix? We conNnue to reach out to local community groups to increase the number of floats and/or community engagement and conNnue events like what was held at Express Li_ over the weekend to build event awareness. Overnight visitor to the region Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail Seasonal resident of Vail Valley 0% 20% 40% 60%Percent Responding58% 19% 9%9%5% 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 Louisiana Florida Texas New York New Jersey Connecticut 33% 13% 22% 32% 0% 11% 32% 8% 20% 20% 9% 0% 69% 31% 36% 7% 6% 5% 5% 4% 4% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days3.5K Attendance Est* Are you staying:In paid lodging Vacation home/timeshare With friends/family 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 65% 28% 7% 0% 0% 33% 21% 18% 11% 18% 1% 12% 34% 40% 12% 1% 68% 11% 10% 0% 2% 5% 5% Nightly Rate (if Paid) Average: $435 Median: $402 Overnight Visitor Profile 0: None, I would have come to Vail anyway 12 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 Responding63% 10% 0%1%7%2%3%0%0%0%13% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 0% 10% 20% 30% 40% 50%Percent Responding [0=Not atall likely,10=Extremely likely]44% 20% 36% 8% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/ Bars/Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Lodging Shopping Other items, excluding lodging Admission fees $0 $50 $100 EconomicImpact perAttendee-Day$56 $31 $13 $7 $5 $1 $0 Direct Economic Impact to TOV per Attendee-Day 2016 Event funding Direct economic impact to TOV* Economic impact payback ratio*$9.83 $196,503.08 $20,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2016 Event Visitor Summary: CarniVail, February 6-9 (Sat-Tues) Survey technique: Intercept. Overall sample size: 63. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 9 *Attendance and economic impact estimates exclude on-mountain events (Saturday Crawfish Boil at Eagle's Nest and Sunday Mardi Gras at Mid-Vail). Surveys and attendance counts only done in town. Overnight only Average Day visitor Full-time downvalley resident Overall Overnight visitor Seasonal resident of Vail Valley 0.0 1.1 2.0 2.5 4.2Overall Town of Vail | CSE | 5/4/16 Overall Visitor Profile 6 • Who was your anNcipated target demographic? • Male/Female – We expected slightly more females • Ages 25-‐45 • Did you reach your target demographic • Yes, the event elements and talent cater to this demographic. Overnightvisitor to theregion Full-timedownvalleyresident Full-timeresident ofTown of Vail Day visitorto Vail Seasonalresident ofVail Valley0%20%40%60%Percent Responding58%19%9%9%5%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 Louisiana Florida Texas New York New Jersey Connecticut 33% 13% 22% 32% 0% 11% 32% 8% 20% 20% 9% 0% 69% 31% 36% 7% 6% 5% 5% 4% 4% Overall Visitor Profile 0K10K20K30K40K50KAttendee-Days3.5KAttendance Est* Are you staying:In paid lodging Vacation home/timeshare With friends/family 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 65% 28% 7% 0% 0% 33% 21% 18% 11% 18% 1% 12% 34% 40% 12% 1% 68% 11% 10% 0% 2% 5% 5% Nightly Rate (if Paid) Average: $435 Median: $402 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 Responding63%10%0%1%7%2%3%0%0%0%13%Importance of Event in Decision to Visit Vail TodayPromoterPassive Detractor NPS0%10%20%30%40%50%Percent Responding [0=Not atall likely,10=Extremely likely]44%20%36%8%Likelihood of Recommending Event to a Friend or Family MemberTotal economicimpact perattendee dayRestaurants/Bars/PreparedFood VendorsRecreation(skiing, skilessons, rentals, etc.) Lodging Shopping Other items,excludinglodging Admission fees $0 $50 $100 EconomicImpact perAttendee-Day$56 $31 $13$7 $5 $1 $0 Direct Economic Impact to TOV per Attendee-Day2016 Event fundingDirect economic impact to TOV*Economic impact payback ratio*$9.83$196,503.08$20,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2016 Event Visitor Summary: CarniVail, February 6-9 (Sat-Tues) Survey technique: Intercept. Overall sample size: 63. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 9 *Attendance and economic impact estimates exclude on-mountain events (Saturday Crawfish Boil at Eagle's Nest and Sunday Mardi Gras at Mid-Vail). Surveys and attendance counts only done in town. Overnight only AverageDay visitorFull-time downvalley residentOverallOvernight visitorSeasonal resident of Vail Valley 0.01.12.02.54.2Overall Town of Vail | CSE | 5/4/16 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 • What measures did you take to incenNvize aIendees to book lodging in the Town of Vail? • Lodging packages were promoted through Vail.com and the event scheduled is planned in order to promote overnight stays in Vail during an off-‐peak period. Overnightvisitor to theregion Full-timedownvalleyresident Full-timeresident ofTown of Vail Day visitorto Vail Seasonalresident ofVail Valley0%20%40%60%Percent Responding58%19%9%9%5%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 Louisiana Florida Texas New York New Jersey Connecticut 33% 13% 22% 32% 0% 11% 32% 8% 20% 20% 9% 0% 69% 31% 36% 7% 6% 5% 5% 4% 4% Overall Visitor Profile 0K10K20K30K40K50KAttendee-Days3.5KAttendance Est* Are you staying:In paid lodging Vacation home/timeshare With friends/family 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 65% 28% 7% 0% 0% 33% 21% 18% 11% 18% 1% 12% 34% 40% 12% 1% 68% 11% 10% 0% 2% 5% 5% Nightly Rate (if Paid) Average: $435 Median: $402 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%Percent Responding63%10%0%1%7%2%3%0%0%0%13%Importance of Event in Decision to Visit Vail TodayPromoter Passive Detractor NPS0%10%20%30%40%50%Percent Responding [0=Not atall likely,10=Extremely likely]44%20%36%8%Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/ Bars/Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Lodging Shopping Other items, excluding lodging Admission fees $0 $50 $100 EconomicImpact perAttendee-Day$56 $31 $13 $7 $5 $1 $0 Direct Economic Impact to TOV per Attendee-Day2016 Event fundingDirect economic impact to TOV*Economic impact payback ratio*$9.83$196,503.08$20,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2016 Event Visitor Summary: CarniVail, February 6-9 (Sat-Tues) Survey technique: Intercept. Overall sample size: 63. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 9 *Attendance and economic impact estimates exclude on-mountain events (Saturday Crawfish Boil at Eagle's Nest and Sunday Mardi Gras at Mid-Vail). Surveys and attendance counts only done in town. Overnight only AverageDay visitorFull-time downvalley residentOverallOvernight visitorSeasonal resident of Vail Valley 0.01.12.02.54.2Overall Town of Vail | CSE | 5/4/16 Role/Importance of Event in Intent to Visit Vail 8 • What acNons did you take this year to generate the number of overnight guests? Messaging on vail.com where a number of lodging packages are available. • How would you increase the number of overnight Vail guests coming for the event next year? ConNnue the strong markeNng pladorm through several medias, book talent with a strong following and round out the weekend with a full schedule of events for guests to enjoy. Overnight visitor to the region Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail Seasonal resident of Vail Valley 0% 20% 40% 60%Percent Responding58% 19% 9%9%5% 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 Louisiana Florida Texas New York New Jersey Connecticut 33% 13% 22% 32% 0% 11% 32% 8% 20% 20% 9% 0% 69% 31% 36% 7% 6% 5% 5% 4% 4% Overall Visitor Profile 0K 10K 20K 30K 40K50K Attendee-Days3.5K Attendance Est* Are you staying:In paid lodging Vacation home/timeshare With friends/family 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 65% 28% 7% 0% 0% 33% 21% 18% 11% 18% 1% 12% 34% 40% 12% 1% 68% 11% 10% 0% 2% 5% 5% Nightly Rate (if Paid) Average: $435 Median: $402 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 Responding63% 10% 0%1%7%2%3%0%0%0%13% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 0% 10% 20% 30% 40% 50%Percent Responding [0=Not atall likely,10=Extremely likely]44% 20% 36% 8% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/ Bars/Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Lodging Shopping Other items, excluding lodging Admission fees $0 $50 $100 EconomicImpact perAttendee-Day$56 $31 $13 $7 $5 $1 $0 Direct Economic Impact to TOV per Attendee-Day 2016 Event funding Direct economic impact to TOV* Economic impact payback ratio*$9.83 $196,503.08 $20,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2016 Event Visitor Summary: CarniVail, February 6-9 (Sat-Tues) Survey technique: Intercept. Overall sample size: 63. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 9 *Attendance and economic impact estimates exclude on-mountain events (Saturday Crawfish Boil at Eagle's Nest and Sunday Mardi Gras at Mid-Vail). Surveys and attendance counts only done in town. Overnight only Average Day visitor Full-time downvalley resident Overall Overnight visitor Seasonal resident of Vail Valley 0.0 1.1 2.0 2.5 4.2Overall Town of Vail | CSE | 5/4/16 NPS (Net Promoter Score)/Likelihood to Recommend 9 • Do you think the NPS scores reflect the aIendee event experience? Not necessarily. A porNon of the guests of CarniVail were omiIed from the sample (including events on Saturday and Sunday such as the Crawfish Boil which is a long Nme tradiNon). A porNon of the people were surveyed at a partner acNvaNon at Express Li_ vs. the heavily themed components that took place at Eagle’s Nest and Mid-‐Vail which likely would have skewed more on the promoter side. • 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 conNnuously stay on the pulse with popular entertainment and unique partner experiences within the budget and current Vail Mountain goals. Overnightvisitor to theregion Full-timedownvalleyresident Full-timeresident ofTown of Vail Day visitorto Vail Seasonalresident ofVail Valley0%20%40%60%Percent Responding58%19%9%9%5%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 Louisiana Florida Texas New York New Jersey Connecticut 33% 13% 22% 32% 0% 11% 32% 8% 20% 20% 9% 0% 69% 31% 36% 7% 6% 5% 5% 4% 4% Overall Visitor Profile 0K10K20K30K40K50KAttendee-Days3.5KAttendance Est* Are you staying:In paid lodging Vacation home/timeshare With friends/family 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 65% 28% 7% 0% 0% 33% 21% 18% 11% 18% 1% 12% 34% 40% 12% 1% 68% 11% 10% 0% 2% 5% 5% Nightly Rate (if Paid) Average: $435 Median: $402 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 Responding63% 10% 0%1%7%2%3%0%0%0%13% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 0% 10% 20% 30% 40% 50%Percent Responding [0=Not atall likely,10=Extremely likely]44% 20% 36% 8% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/ Bars/Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Lodging Shopping Other items, excluding lodging Admission fees $0 $50 $100 EconomicImpact perAttendee-Day$56 $31 $13 $7 $5 $1 $0 Direct Economic Impact to TOV per Attendee-Day 2016 Event fundingDirect economic impact to TOV*Economic impact payback ratio*$9.83$196,503.08$20,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2016 Event Visitor Summary: CarniVail, February 6-9 (Sat-Tues) Survey technique: Intercept. Overall sample size: 63. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 9 *Attendance and economic impact estimates exclude on-mountain events (Saturday Crawfish Boil at Eagle's Nest and Sunday Mardi Gras at Mid-Vail). Surveys and attendance counts only done in town. Overnight only AverageDay visitorFull-time downvalley residentOverallOvernight visitor Seasonal resident of Vail Valley 0.0 1.12.02.54.2Overall Town of Vail | CSE | 5/4/16 Estimated Return on Investment (ROI) & Attendee Expenditures 10 • What did your event do to encourage spending in Vail? • Vail.com promotes a wide variety of acNvity, lodging and restaurants within the Town of Vail through content, links to deals and more. • The Fat Tuesday Parade and Street Party within the Town of Vail directly impact the traffic within the Town of Vail Restaurants, retailers and bars by providing an event in the heart of Vail Village and Solaris. • The uniqueness of the Mardi Gras celebraNon offers an addiNonal reason for guests to come and stay in town. Overnight visitor to the region Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail Seasonal resident of Vail Valley 0% 20% 40% 60%Percent Responding58% 19% 9%9%5% 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 Louisiana Florida Texas New York New Jersey Connecticut 33% 13% 22% 32% 0% 11% 32% 8% 20% 20% 9% 0% 69% 31% 36% 7% 6% 5% 5% 4% 4% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days3.5K Attendance Est* Are you staying:In paid lodging Vacation home/timeshare With friends/family 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 65% 28% 7% 0% 0% 33% 21% 18% 11% 18% 1% 12% 34% 40% 12% 1% 68% 11% 10% 0% 2% 5% 5% Nightly Rate (if Paid) Average: $435 Median: $402 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 Responding63% 10% 0%1%7%2%3%0%0%0%13% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 0% 10% 20% 30% 40% 50%Percent Responding [0=Not atall likely,10=Extremely likely]44% 20% 36% 8% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/ Bars/Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Lodging Shopping Other items, excluding lodging Admission fees $0 $50 $100 EconomicImpact perAttendee-Day$56 $31 $13 $7 $5 $1 $0 Direct Economic Impact to TOV per Attendee-Day 2016 Event funding Direct economic impact to TOV* Economic impact payback ratio*$9.83 $196,503.08 $20,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2016 Event Visitor Summary: CarniVail, February 6-9 (Sat-Tues) Survey technique: Intercept. Overall sample size: 63. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 9 *Attendance and economic impact estimates exclude on-mountain events (Saturday Crawfish Boil at Eagle's Nest and Sunday Mardi Gras at Mid-Vail). Surveys and attendance counts only done in town. Overnight only Average Day visitor Full-time downvalley resident Overall Overnight visitor Seasonal resident of Vail Valley 0.0 1.1 2.0 2.5 4.2Overall Town of Vail | CSE | 5/4/16 Vail Brand Compatibility The Premier Interna)onal Mountain Resort Community 11 The event met the standard of excellence by: • Offering a world-‐class CarniVail guest experience, well-‐rounded schedule and event aIendance proved successful for 2016. • CreaNng successful MarkeNng and PR campaigns – coverage generated millions of impressions and more than $250,000 in value. • UNlizing a variety of media including print, radio, social and digital media and more. Town of Vail | CSE | 5/4/16 Event Strengths & Weaknesses 12 • Measures that could be taken for event improvement: • We would like to explore lengthening the parade but know this is dependent upon perminng. • For repeat event, comparison to past years: • CarniVail brought back the return of the Vail Fat Tuesday Parade and Bud Light Street Party. We saw an increased number of parade parNcipants as compared to 2012. • Due to the size of the band and stage needs, the stage was placed in Solaris so that was a change from when we’ve seen the bands at Checkpoint Charlie. It required changing consumer behavior but lent for the right space for this entertainment and crowd. Town of Vail | CSE | 5/4/16 Event Strengths & Weaknesses 13 • Exceeded expectaNons in these ways: • Vail got hit with a spicy taste of New-‐Orleans-‐style fun when CarniVail returned to Vail, February 6th -‐ 9th, 2016 for the first Nme in four years. Guests enjoyed Mardi Gras merriment and all the Cajun fixin’s for four full days of on on-‐mountain and in-‐town fun. • Not only did Vail Mountain include the popular World’s Highest Low-‐ country Crawfish Boil in the schedule but they also added the Mardi-‐ Gras at Mid-‐Vail to the schedule as an addiNonal event day to enhance the guest experience. • MarkeNng exposure was strong and event partner’s digital media and/or event promoNons generate addiNonal exposure. Ie. The Pepsi/CarniVail social media promoNon. Town of Vail | CSE | 5/4/16 Community Contribution 14 • Describe how the event impacted Vail’s sense of community: • CarniVail impacts the sense of community in a variety of ways including the float/parade parNcipaNon, the camaraderie of the King & Queen Court contest and the array of community groups in the parade. • Vail Mountain Nes in a variety of on-‐mountain CarniVail acNvaNons and F&B experiences that pull together the fun on and off-‐mountain. Town of Vail | CSE | 5/4/16 Topline Marketing Efforts - General 15 ADVERTISING, MARKETING AND PUBLIC RELATIONS A full adverNsing, markeNng and public relaNons campaign was executed surrounding Vail Snow Daze in the local, regional and naNonal media. Placements were made with print, broadcast and digital outlets. • Media impressions totaled more than: 2,339,360 • Front Range Media impressions: 533,041 adult impressions • Local In-‐Resort impressions: 589,500 adult impressions • Internet impressions: 60,000+ • Email blasts: 30,000+ • Editorial: 1,160,000+ Town of Vail | CSE | 5/4/16 Topline Marketing Efforts – Front Range 16 Front Range Media generated 533,041 adult impressions and consisted of: Billboard TV – 276,042 impressions • 10 billboards on KUSA and KTVD o 2/1-‐2/5/16 • 17.1 TRPs against A25-‐54 • :10 “Brought to you by…” billboards in Closed CapNoning, Weather, News and Sports programming Colorado Daily – 32,720 impressions • One full-‐page four-‐color print ad: 1/29 Town of Vail | CSE | 5/4/16 Topline Marketing Efforts – Front Range 17 Westword – 180,000 impressions • One Jr. Page four-‐color ad: 1/28 Westword E-‐Newsle,er – 44,279 impressions • Content Inclusion in E-‐NewsleIer o 44,279 impressions total o 5,773 opens ! Open rate: 13.04% o 709 clicks ! Click through rate: 1.60% o 1/27/16 Town of Vail | CSE | 5/4/16 Topline Marketing Efforts – Local In-Resort 18 Local In-‐Resort Media generated 589,500 adult impressions and consisted of: Vail Daily – 310,500 impressions • Nine inserNons total • Half page full color: 1/16, 1/23, 1/30, 2/3, 2/5, 2/6, 2/7, 2/8 and 2/9/16 Local Radio – 119,000 impressions • :60 Spots on KCCH and KZYR from 1/18-‐2/9/16 TV8 – 160,000 impressions • 1/18-‐2/9/16 Town of Vail | CSE | 5/4/16 Topline Marketing Efforts – Digital 19 • Event informaNon was included in email content from numerous organizaNons, including Vail Mountain, Town of Vail, Open Snow, Highline and others. • Vail Snow Daze has an event page at vail.com/carnivail, which included schedules, sponsor logos and links and more. • CarniVail page views totaled 16,097 and 12,770 unique visitors. Town of Vail | CSE | 5/4/16 Topline Marketing Efforts – Digital 20 • Leveraged social channels to reach engaged audiences: – Facebook: • Total Posts: 2 • Total Reach: 27, 677 • Total Likes/Comments/Shares: 1,760 • Highlight: January 15 Pepsi Getaway Contest Announcement – Reach: 6,369; Likes/Comments/Shares: 337 • Highlight: Contest Winner SelecNon –  TwiIer: • Total posts: 1 • Total impressions: 14,806 • Total engagements: 376 – Instagram: • Total posts: 1 • Total engagements: 2,374 (2,177 loves, 197 comments) FOR EVENT DETAILS & PARADE REGISTRATION AIRFARE LODGING LIFT TICKETS WIN FEB. 6–9, 2016 Town of Vail | CSE | 5/4/16 Topline Marketing Efforts – Digital 21 Town of Vail | CSE | 5/4/16 Topline Marketing Efforts – Public Relations 22 A public relaNons campaign surrounding CarniVail was conducted, reaching out to local, regional and naNonal media outlets to enhance coverage of the event in the news media. One press release went out on Jan. 13 to announce the complete lineup for CarniVail. Event menNons were also included in several press releases including announcements around early season, snow and terrain messaging. Major Hits – The public relaNons campaign resulted in a number of major placements for the event, including a major Associated Press hit that went to hundreds of outlets including: • Vail Daily – UMV: 366,247 (total of 7 menNons) • Myinforms.com – UMV: 86,289 • 4-‐traders –UMV: 389,815 • Inside the Gate – UMV: 23,801 • Westword – UMV: 296,968 (total of 2 menNons) • Suitcases and Sippy Cups • Bouldermag.com • RealVail (total of 2 menNons) Town of Vail | CSE | 5/4/16 Potential for Growth & Sponsorships/Media Exposure 23 • The robust markeNng pladorms and savvy social/digital pladorms in place by Vail lend to exponenNal growth in Event followers and acNon. • We conNnue to aim for growth within the ski industry hard goods category with gear demos for the guests to enjoy. • The interest in the expo area for this Nme period was strong. In some cases, other interested brands were too close to our deadlines to join in on the acNon. Town of Vail | CSE | 5/4/16 Sustainability Efforts 24 • Worked with town environmental officials to develop green pracNces and worked with Vail Honey Wagon to recycle all event cardboard, plasNc and aluminum. • Had event staff dedicated to collecNng and sorNng trash and recycling. • Served beverages in recyclable or compostable cups. • No vehicles were le_ idle while loading in and out. • Moved to majority use of linens in lieu of plasNc disposable tablecloths. The Town of Vail is commiCed to the stewardship and protecDon of our unique mountain environment. In consideraDon of both our local and global impacts and opportuniDes, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protecDon, and community awareness and educaDon. Town of Vail | CSE | 5/4/16 Event Budget 25 • Total event budget: $111,681 • CSE funds: $20,000 • Profit and loss: -‐ • Funding uNlizaNon: Overall Event ProducNon to add the Fat Tuesday Parade and Street Party • In-‐kind sponsorship: -‐ • Cash sponsorship: $86,676 * Event producer to attach detailed budget for recap Town of Vail | CSE | 5/4/16 Additional Information/Appendix 26 • Detailed budget in complete PDF • Full version of the Survey Dashboard PDF in Appendix • AddiNonal MarkeNng Display Items and PR Examples Overnight visitor to the region Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail Seasonal resident of Vail Valley 0% 20% 40% 60%Percent Responding58% 19% 9%9%5% 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 Louisiana Florida Texas New York New Jersey Connecticut 33% 13% 22% 32% 0% 11% 32% 8% 20% 20% 9% 0% 69% 31% 36% 7% 6% 5% 5% 4% 4% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days3.5K Attendance Est* Are you staying:In paid lodging Vacation home/timeshare With friends/family 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 65% 28% 7% 0% 0% 33% 21% 18% 11% 18% 1% 12% 34% 40% 12% 1% 68% 11% 10% 0% 2% 5% 5% Nightly Rate (if Paid) Average: $435 Median: $402 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 Responding63% 10%0%1%7%2%3%0%0%0%13% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 0% 10% 20% 30% 40% 50%Percent Responding [0=Not atall likely,10=Extremely likely]44% 20% 36% 8% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Restaurants/ Bars/Prepared Food Vendors Recreation (skiing, ski lessons, rentals, etc.) Lodging Shopping Other items, excluding lodging Admission fees $0 $50 $100 EconomicImpact perAttendee-Day$56 $31 $13 $7 $5 $1 $0 Direct Economic Impact to TOV per Attendee-Day 2016 Event funding Direct economic impact to TOV* Economic impact payback ratio*$9.83 $196,503.08 $20,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2016 Event Visitor Summary: CarniVail, February 6-9 (Sat-Tues) Survey technique: Intercept. Overall sample size: 63. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 9 *Attendance and economic impact estimates exclude on-mountain events (Saturday Crawfish Boil at Eagle's Nest and Sunday Mardi Gras at Mid-Vail). Surveys and attendance counts only done in town. Overnight only Average Day visitor Full-time downvalley resident Overall Overnight visitor Seasonal resident of Vail Valley 0.0 1.1 2.0 2.5 4.2Overall -CONFIDENTIAL- Prepared by H I G H L I N E CarniVail 2016 Estimated Final Budget (as of 3/30/2016) Estimated Final Carnivail REVENUES: 419 Vail Mountain/Strategic Funding 86,676$ 420 Sponsorships (Other)- 420.5 Town of Vail CSE Event Funding 20,000 422 Entry Fees - 423 F&B Sales (net sales tax 4.0%)5,005 TOTAL REVENUES 111,681$ EXPENSES: 510 Event Operations/Security/Police 4,080$ 517 Talent/Bands 20,000 518 Production 8,662 519 Event Promotions - 519.5 Event Advertising/Marketing - 520 Event Merchandise/Sponsor Gifting 681 525 Event Supplies 1,251 526 F&B Expenses 2,899 526.5 Charitable Donation (Bev Sales)1,000 527 Equipment Rental 2,204 529 Event Photography - 530 Portable Toilets/Trash/Recycling 1,000 533 Prize Money/Appearance Fees 1,000 535 Public Relations - 538 Venue Rental/Site Fees - 543 Wardrobe/Uniforms - 550 Event Insurance 6,600 555 Equipment Repairs 200 617 Bank/Credit Card Charges - 620 Vehicle Expenses 500 626 Pre-press/Design - 627 Licenses and Permits 3,375 628 Printing and Reproduction 2,791 630 Office/Computer Supplies 200 636 Postage/Shipping - 640 Event Travel 188 641 Meals/Entertainment 255 642 Lift Tickets - 643 On-Mountain Dining - 644 Event Lodging 1,601 646 Sponsor Ground Transfers - 669 Contract Labor 1,415 670 Event Payroll Expenses 11,780 671 Sponsor Implementation/Fulfillment 5,000 672 Event Management (EP/AP)15,000 672.5 Project Fee 20,000 TOTAL EXPENSES 111,681$ TOTAL PROFIT (LOSS)(0)$ 2013 SNOW DAZE RECAP REPORT EXECUTIVE SUMMARY Vail got hit with a spicy taste of New-‐Orleans-‐style fun when CarniVail returned to Vail, February 6th -‐ 9th, 2016 for the first Bme in four years. Guests enjoyed Mardi Gras merriment and all the Cajun fixin’s for four full days of on on-‐mountain and in-‐town fun. The full lineup of acBviBes included an on-‐mountain crawfish boil at Eagle’s Nest, Mardi-‐Gras at Mid-‐Vail, the Bud Light CarniVail Party, non-‐stop Cajun après and aQer-‐dark parBes, the Fat Tuesday Parade and Bud Light street fesBval, fun contests, prizes and giveaways, and much more. MarchFourth Marching Band also made an appearance at Solaris, drawing hundreds for an always engaging and entertaining show. AddiBonal entertainment included Johnny Schlepper and Friends at Eagle’s Nest, and DJ Jon Nedza at Mid-‐ Vail. Sponsors that were involved included Bud Light, Pepsi and Town of Vail. EVENT SNAPSHOT Total es8mated a;endance: 64,302 Dates: Friday, February 6th through Tuesday, February 9th Es8mated total media impressions: 2,339,360 Loca8ons: Solaris; Eagle’s Nest; Mid-‐Vail; Express Li7; Tavern; and Vail Village and Lionshead Bars and Restaurants EVENT POSTER EVENT RACK CARD EVENT ELEMENTS: CONCERT MarchFourth Marching Band Tuesday, February 9 at Solaris Concert at 5pm MarchFourth! is an internaBonally-‐acclaimed, genre-‐breaking FORCE in the world of entertainment — a sonic explosion delivered by 20 musicians, dancers and arBsans who travel the world, year-‐round, taking audience members of all ages, from all walks of life, on a joy-‐inducing, foot-‐stomping, booty-‐shaking, soul-‐sBrring journey that defies categorizaBon. With excepBonal musical quality and a visual kaleidoscope of sBlt walkers, hoopers and Vaudeville-‐style dancers, MarchFourth! whips audiences into a celebratory frenzy with an over-‐the-‐top spectacle of high-‐energy composiBons, colorful costumes, hilarious stage shenanigans, and irresisBble charisma! This is not a band that simply “puts on a show.” MarchFourth! delivers a mulB-‐faceted, indelible experience for those who are lucky enough to be in abendance. If you have ever been to one of their performances then you know it is all this and more. EVENT ELEMENTS: MOUNTAIN-‐TOP AND APRÉS PARTIES World’s Highest Low-‐Country Crawfish Boil at Eagle’s Nest Mardi Gras at Mid-‐Vail Bud Light CarniVail Party at Express LiW Saturday, February 7th and Sunday, February 8th Even when CarniVail took a brief hiatus, Eagle’s Nest kept the party going over the past several years with delectable eats and fun beats! Always a favorite, the combo plate included crawfish, sausage, corn, new potatoes, gumbo, etouffee and king cake. To wash it all down? Hurricanes and beer specials, alongside of local favorite Johnny Schlepper and Friends. Mardi Gras at Mid-‐Vail made it’s debut this year for the return of CarniVail and Bckled everyone’s taste buds with New Orleans style gumbo and jambalaya. And no Mardi Gras would be complete without beignes! Good Bmes were had by all as DJ Jon Nedza spun tunes throughout the day. Bud Light did a complete takeover of Express LiQ with branding galore and drink specials all day long Saturday and Sunday. To round out the schedule, Express LiQ and The Tavern on Vail Square at The Arrabelle both boasted live music and Bud specials as well. EVENT ELEMENTS: FAT TUESDAY PARADE AND BUD LIGHT STREET PARTY The highlight of the Mardi Gras celebraBon was the Fat Tuesday Parade and Bud Light Street Party in Vail Village on Tuesday, February 9th. The venue opened at 3pm, with the parade starBng at 4 pm, followed by a by a free concert by MarchFourth! Marching Band. The Fat Tuesday Parade traveled from Meadow Drive at Solaris, up InternaBonal Bridge and east on Gore Creek Drive, exiBng out from Vail Village near Gorsuch on Gore Creek Drive. The parade concluded with the official crowning of the CarniVail King and Queen and announcement of the Float CompeBBon winner at the concert stage. ParBcipants of the Fat Tuesday Parade had the chance to win prizes, including $1,000 cash for first place. Judging was be based on creaBvity, workmanship, originality, costumes and casBng, and overall impression. Parade registraBon was free and open to the public. And the winner was… EVENT ELEMENTS: FAT TUESDAY PARADE The Parking Krewe -‐ Town of Vail EVENT PHOTOS