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Home My WebLink About4.f. 2016 Vail Film Festival RecapSurveyed Event Recap: Vail Film Festival (April 7-10, 2016) Vail Film Festival: April 7-10, 2016 Office: 970.306.6843 Mobile: 646.236.2155 sean@vailfilmfestival.org2Town of Vail | CSE | 05/06/2015 Attendance Estimate 3Town of Vail | CSE | 05/04/2016 •How would you impact a?endance next year? We plan to create a larger presence in Colorado by making the Colorado Short Films secKon a larger part of the fesKval, and partnering with Colorado film schools to generate greater awareness and a?endance from within Colorado. We will also build on the success of the Virtual Reality program by inviKng Virtual Reality companies and Virtual Reality filmmakers to the fesKval. This will also increase a?endance from the fesKval guest side. We will also invite adverKsing agencies from the front range and beyond to showcase their Virtual Reality work at the fesKval. This will help draw corporate sponsors as well as generate interest in the adverKsing world. Visitor Type 4Town of Vail | CSE | 05/04/2016 •Was this the visitor type split you expected? Yes. •Why or why not? Please explain. Our primary target markets were the Vail Valley, the front range, and film industry ciKes such as New York and California. As expected, we drew visitors from those markets, with the front range and out-‐of-‐state visitors staying overnight, and a small percentage of non Vail Valley residents visiKng for the day. •What steps would you take to opKmize visitor mix? We plan on doing more regional markeKng to help drive non-‐resident day visitors to Vail for the fesKval, and to conKnue to grow the naKonal and front range markeKng. Overall Visitor Profile 5Town of Vail | CSE | 05/04/2016 •Who was your anKcipated target demographic? The results are within our anKcipated target age demographic of 35-‐64 (59%), and within our expected geo demographic of Colorado and California. •Did you reach your target demographic? Yes •Why or why not? We reached our target demographic for both locaKon and age, however, we were surprised by the gender split. •What would you change to reach that audience next year? Overall, we reached the demographic target we wanted, but we will look at adverKsing to reach more of an even balance of male and female a?endees. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6Town of Vail | CSE | 05/04/2016 •What measures did you take to incenKvize a?endees to book lodging in the Town of Vail? We promoted Vail lodging opKons on our website, in our social media, through our newsle?ers, through confirmaKon emails to a?endees who purchased passes, and to a?ending filmmakers. AddiKonally, we ran two sweepstakes contests. One contest was run through our airline partner Virgin America and lodging partner The Lodge at Vail, and the other through one of our hotel partners, The SebasKan. Role/Importance of Event in Intent to Visit Vail 7Town of Vail | CSE | 05/04/2016 •What acKons did you take this year to generate the number of overnight guests? We marketed the event to the front range and to our key target markets of New York and California. We also offered lodging specials from our hotel partners to encourage guests to stay overnight. •How would you increase the number of overnight Vail guests coming for the event next year? We plan on increasing our markeKng to Denver and Boulder by showcasing far more Colorado made films, and by inviKng Colorado filmmakers and adverKsing companies to the fesKval. We will also invite adverKsing agencies and virtual reality creators from our target markets of New York and California. NPS (Net Promoter Score)/Likelihood to Recommend 8Town of Vail | CSE | 05/04/2016 •Do you think the NPS scores reflect the a?endee event experience? Overall, we feel that the numbers don’t accurately reflect the overall event experience. We feel that many of the a?endees were severely impacted by the parking situaKon, and that impacted their score. AddiKonally we feel that guests who gave a raKng of 7 or 8 would recommend the fesKval, and would have given higher scores had they realized that the survey views their raKngs as passive. •What steps would you take to improve the NPS scores for your event next year? The venues worked well, but parking at the Cascade Theater was a significant challenge for guests, with many ciKng parking as the primary reason for impacKng their enjoyment of the event. We must address parking for next year’s event. Estimated Return on Investment (ROI) & Attendee Expenditures 9Town of Vail | CSE | 05/04/2016 •What did your event do to encourage spending in Vail? We encouraged our pass buyers and filmmakers to stay in Vail lodging, and we programmed our films and events to allow for dining and shopping. In the future we would like to encourage more dining and shopping by partnering with local stores and restaurants. Vail Brand Compatibility The Premier Interna-onal Mountain Resort Community 10Town of Vail | CSE | 05/04/2016 The event met the standard of excellence by: •The fesKval film program was on par with the best film fesKvals in the world, screening 12 World Premieres, as well as 28 Colorado Premieres. •The fesKval guest and filmmaker experience was seamless throughout the enKre process, from the online film program and Kcket purchasing to will call pick up. •FesKval staff and volunteers were well trained and able to communicate key fesKval informaKon to a?ending guests. •The fesKval worked with hotel concierges to ensure they knew about the event and were able to inform hotel guests about the venues, and other relevant informaKon. •The fesKval partnership with Vail hotels and the Colorado Mountain Express helped to maintain an excellent travel and lodging experience, on par with Vail’s reputaKon as a world-‐class resort. Event Strengths & Weaknesses 11Town of Vail | CSE | 05/04/2016 •Exceeded expectaKons in these ways: -‐ We were able to have a stronger and larger ﬁlm program than we had initially planned, due to strong ﬁlm industry awareness, and the growing reputation of the ﬁlm festival among ﬁlmmakers, studios, and ﬁlm press. - We were able to draw far more ﬁlmmakers than we have in the past, with many independent ﬁlm and television actors attending the event. - Film submissions exceeded our expectations, with the festival receiving submissions from across the U.S. and from over 30 countries. - The festival had the strongest social media engagement we’ve ever had, which helped to drive awareness and create buzz for the ﬁlms and the event. -Attendees were managed well by festival staff and security and able to enter and exit the screening and party venues easily. -Filmmaker travel and coordination was well executed, with all attending ﬁlmmakers able to make their question and answer sessions, ﬁlm screenings, and events. •Measures that could be taken for event improvement: - Although we were able to secure several corporate sponsors, this is still an area that needs improvement. - The festival needs to build a meaningful patron base, both within the local community and with ﬁlm and arts patrons on the front range and in Los Angeles and New York. We have enlisted support from several current patrons to help with outreach and to work together to structure a patron program that can scale every year. - Earlier recruitment of volunteers. - Earlier marketing of the event, both locally and nationally will help to continue to drive attendance growth. - Parking at the Cascade continues to be a major challenge and can use improvement. •For repeat event, comparison to past years: The event was signiﬁcantly better than the previous year in terms of sponsorship, ﬁlmmaker attendance, and the number and quality of ﬁlms screened. Community Contribution 12Town of Vail | CSE | 05/04/2016 •Describe how the event impacted Vail’s sense of community: •The Vail Film Festival has taken place annually for the last thirteen years, and brings local residents together for a shared cultural experience. •The festival is a celebration of film and promotes a positive and fun atmosphere throughout the event. •People gather together to view films, and often spend time discussing the films after the screenings, further building a sense of unity and community. •The film festival also hosts several social functions which serve to bring people together. •The Vail Film Festival has become an internationally recognized film festival, showcasing the Vail community’s support and passion for the arts. •The Vail Film Festival has been voted in the top 3 of all events in the Vail Valley in the Vail Daily reader’s poll. Topline Marketing Efforts 13Town of Vail | CSE | 05/04/2016 •Rocky Mountain PBS •Vail Daily adverKsing •AMT radio adverKsing •TV8 adverKsing •Spingo adverKsing •Google Adwords •Facebook adverKsing •YouTube adverKsing •Social media promoKon •Withoutabox, FilmFreeway, ClickForFesKvals film submission websites •Film industry websites (MovieBytes, MovieMaker, InkTip, etc.) •Film schools and universiKes (Colorado Film School, New York Film Academy, Colorado Mountain College, CU Boulder Film department) •Denver Film Society and other film fesKvals and film related organizaKons •Promo spot played on large TV screens on mountain at Vail and Beaver Creek •Banner in Vail Village •Postcards and posters throughout Vail Valley •Vehicle and shu?le decals Potential for Growth & Sponsorships/Media Exposure 14Town of Vail | CSE | 05/04/2016 GROWTH •The Vail Film Festival has become a well established and internationally recognized event, and is very well known within the film industry. However, there are a number of significant opportunities to grow the event. The festival plans to continue to increase the number of films screened during the event, and to significantly grow the Colorado Film Showcase, thereby encouraging more Colorado filmmakers and their friends and family to attend. The festival plans to grow the Virtual Reality and new media section to encourage content creators from new and innovative platforms to attend the festival. This will widen our focus beyond traditional filmmakers and increase the festival’s attendance base, garner more exposure for the event, and attract a wider audience. MEDIA •The 2016 Film Festival received over 100 million media impressions, including strong film industry awareness both domestically and abroad. The festival will focus on greater media exposure by increasing our marketing spend, and putting a focus on celebrity and film producer invitations. This will help to enable continued high level film programming and increased media exposure. SPONSORSHIP •The 2016 Vail Film Festival was able to secure several high profile corporate sponsors, including Audi, Virgin America, PBS,and Lagunitas, but more sponsors are needed to meet and exceed our budget needs. Sustainability Efforts 15Town of Vail | CSE | 05/04/2016 •What measures were taken at your event to support the environmentally-‐friendly goals of the Town of Vail? •Staff and volunteers were encouraged to use their own reﬁllable water bottles. •Staff and volunteers were encouraged to car pool whenever possible between festival venues. •Attendees and ﬁlmmakers were encouraged to use Town of Vail shuttles. •The festival sent only electronic payment conﬁrmations and ﬁlmmaker/guest invitations. •The Vail Film Festival program guides were printed using vegetable ink. •The Vail Film Festival paid to offset our carbon footprint, and the Vail Film Festival has been certiﬁed Carbon Neutral by Carbonfund.org. 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. Event Budget 16Town of Vail | CSE | 05/04/2016 •Total event budget: $321,100 •CSE funds: $45,000 •Profit and loss: $189,700 profit and $187,550 loss •Funding uKlizaKon: MarkeKng and producKon •In-‐kind sponsorship: $131,400 •Cash sponsorship: $154,700 Overnight visitor to the region Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time down valley resident Day visitor to Vail 0% 20% 40% 60%Percent Responding65% 10%12%9%4% 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 New York Illinois Minnesota Louisiana New Jersey 7% 36% 12% 45% 2% 8% 20% 13% 26% 23% 8% 33% 67% 48% 14% 9% 9% 7% 5% 3% 3% Overall Visitor Profile 0K 10K 20K 30K 40K 50K Attendee-Days4.8K Attendance Est Are you staying:In paid lodging With friends/family Vacation home/timeshare 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 Edwards Avon Other Summit County Beaver Creek Eagle/Gypsum 88% 13% 3% 60% 13% 10% 8% 8% 20% 66% 7% 2% 5% 86% 5% 5% 5% Nightly Rate (if Paid) Average: $239 Median: $210 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 Responding7%10% 2%2%7% 73% Importance of Event in Decision to Visit Vail Today Promoter Passive Detractor NPS 0% 10% 20% 30% 40% 50% 60%Percent Responding [0=Not atall likely,10=Extremely likely]58% 31% 11% 47% Likelihood of Recommending Event to a Friend or Family Member Total economic impact per attendee day Recreation (skiing, ski lessons, rentals, etc.) Admission fees Restaurants/ Bars/Prepared Food Vendors Shopping Lodging Other items, excluding lodging $0 $100 $200 EconomicImpact perAttendee-Day$288 $66 $66 $51 $42 $39 $24 Direct Economic Impact to TOV per Attendee-‐Day 2016 Event funding Direct economic impact to TOV Economic impact payback ratio $30.50 $1,372,699.65 $45,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and Demographics 2016 Event Visitor Summary: Vail Film Fest, April 7-10 Survey technique: Post-event web. Overall sample size: 70 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13. Overnight only Average Overall Day visitor Full-time down valley resident Overnight visitor Seasonal resident of Vail Valley 6.0 9.0 9.0 10.0 8.7Overall