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Home My WebLink About4.g. 2015 Vail Symposium Winter Programming RecapSurveyed Event Recap: Vail Symposium Wednesday, May 4, 2016 Vail Symposium Winter 2016 Monday, January 4 – Monday, March 28 Ashley Cawthorn Program and Development Manager Office: 970-476-0954 Mobile: 970-37-8365 Ashley@vailsymposium.org 2 Town of Vail | CSE | 05/04/16 Attendance Estimate 3 •The Vail Symposium brought 23 programs the 2016 winter season. We are planning on producing to that same amount of programs next winter. •The Symposium is extending our winter season starting December 7 – April 27. •We increased our market penetration by doing target marketing based on previous audience demographics. Town of Vail | CSE | 05/04/16 Visitor Type 4 •As a community based organization with strong local support this visitor split is in line with expectations. •The fact that overnight quests represent 7% of our audience is somewhat unexpected and encouraging for the Vail Symposium. •By planning our event closer to the end or beginning of the week we have increased our Seasonal resident attendance 4%. •We will be increasing our research of the demographics of our audience. We will market to similar demographics. Town of Vail | CSE | 05/04/16 Overall Visitor Profile 5 •The Vail Symposium’s anticipated demographic is aged 55 or older, educated, homeowner or second homeowner of the Vail Valley with an annual household income of $100,000. •The Vail Symposium reached our target demographic, however would like to expand this demographic to include more young professionals (18 -35) and local students. •The Symposium is going to increase our collaboration with our partners (Vail Valley Young Professionals, Vail Resorts, and Colorado Mountain College.) Town of Vail | CSE | 05/04/16 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 •In exchange for accommodating our speakers we generally recommend all out-of-town attendees stay at the Antlers at Vail, as the preferred hotel of the Vail Symposium. •The Antlers offers a minimum 15% - 50% discount to Vail Symposium program attendees. •We utilized Vail venues for programs to encourage guests to stay within the Town of Vail. Town of Vail | CSE | 05/04/16 Role/Importance of Event in Intent to Visit Vail 7 •The primary factor in attracting out-of-town visitors this winter was speaker self-promotion. •A secondary factor was two-day speakers lecture/workshop events. •Increased grassroots marketing support from speakers and more targeted out-of-state marketing initiatives also helps. Town of Vail | CSE | 05/04/16 NPS (Net Promoter Score)/Likelihood to Recommend 8 •As an organization that focuses on providing thought provoking, diverse, and affordable programming, this score is one of best reflections of our attendee event experience. •We are working on improving overall event production, coaching, and continuing to secure the best event venues and overall consistent quality. •By providing quality speakers and events we have increased our NPS score 27%. Attendee Testimonial: “I love the variety of the programs. I have learned so much from attending the programs. The affordable prices have allowed e to attend as many as I am to go to.” Town of Vail | CSE | 05/04/16 Estimated Return on Investment (ROI) & Attendee Expenditures 9 •Program attendees are encouraged to dine out at local restaurants following a Vail Symposium event. •Post-program speaker dinners are always at a Vail Restaurant. •Increased ROI by 105% from 2015 to 2016. Town of Vail | CSE | 05/04/16 Vail Brand Compatibility The Premier International Mountain Resort Community 10 The event met the standard of excellence by: •Superior level of speaker quality, including nationally and internationally recognized and respected individuals who are experts in their fields •Diverse and balanced program topics, including discussions on global, national and state economics, environment, body image, nonviolent conflict resolution, mind/body/spirit health, and more. •Utilizing high-quality venues throughout Vail •Creating a sense of community among program attendees. Town of Vail | CSE | 05/04/16 Event Strengths & Weaknesses 11 •Exceeded expectations in these ways: •Seasonal resident program attendees •Developed a strong partnership with Sonnenalp Hotel •Improved data collection from attendees •Increased level of excitement in community surround Vail Symposium programs. •Measures that could be taken for event improvement: •Need to expand sponsorship opportunities and relationships •Marketing to destination guests •Seasonal event layout. •For repeat event, comparison to past years: •Winter 2015: 23 Programs, 1,560 attendees •Winter 2015: 17 Programs, 1,528 attendees •Winter 2014: 12 Programs, 1,241 attendees •Winter 2013: 13 Programs, 1,342 attendees. Town of Vail | CSE | 05/04/16 Community Contribution 12 •Describe how the event impacted Vail’s sense of community: •Provided weekly opportunities for residents and guest of the Vail Valley to convene together to learn about topics they care about and the opportunity to discuss those topics with the speakers and each other; •We developed a partnership with Eagle County which offered Eagle County employees free admission to nearly all of our programs; •Understanding our goals of reaching out to more young professionals and our already existing partnership with Vail Resorts, we offered all current Vail Resorts Employees discounted tickets. Town of Vail | CSE | 05/04/16 Topline Marketing Efforts 13 •Winter program brochure reached 6,000+. •Increasing our digital marketing initiatives. •Target marketing outside of Vail Valley and Colorado. •Ads in Mountain Living Magazine. •Over 50 ads and more than 30 articles in the Vail Daily. •14 TV8 interviews. •Increased social media presence. •ecotv. Town of Vail | CSE | 05/04/16 Potential for Growth & Sponsorships/Media Exposure 14 •Increased number of programs per season. •Presenting multi-day events. •Strengthening partnerships for increased exposure and sponsorship with, The University of Denver, The Women’s Foundation of Colorado, Alpine Bank, The Bookworm, Denver Art Museum, and other local and statewide businesses and organizations. •Working more closely with speakers in advance of their Symposium talk to increase promotion to their fans and followers. •Researching and identifying markets outside of Vail with an interest in coming to Vail specifically for a Symposium event. Town of Vail | CSE | 05/04/16 Sustainability Efforts 15 What measures were taken at your event to support the environmentally-friendly goals of the Town of Vail? •Recycling at program venues and in office. •Recyclable and/or reusable plates and glassware used at program receptions. •Working with speakers and other organizations to provide programs the help generate an awareness and appreciation for sustainability efforts across the county, state and nation. The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both our local and global impacts and opportunities, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protection, and community awareness and education. Town of Vail | CSE | 05/04/16 Event Budget 16 •Total event budget: $57,000. •CSE funds: $35,000. •Profit and loss: $8,567.53. •Funding utilization: Funds used for the speaker expenses, set-up fees, production & marketing of the 23 program in Vail Symposium’s Winter 2016 season. •In-kind sponsorship: $65,000. •Cash sponsorship: $9,000. * Event producer to attach detailed budget for recap Town of Vail | CSE | 05/04/16 Summer 2016 & Winter 2017 Sneak Peak 17 Town of Vail | CSE | 05/04/16 Summer 2016 •28 Programs •The season kicks off June, 2 and wraps up October 25. •An outdoor film series presented in partnership with the Vail Film Festival and Town of Minturn; •Two full day sessions. July 30, To Cure Cancer: How Science and Medicine are battling the World’s Most Deadly Disease with University of Michigan. October 14, Educate! with Sir Ken Robinson, Senator Michael Johnston and Colorado State Board of Education Commissioner Rich Crandall and much more! Winter 2017 •27 Programs; •Season kicks off December, 5 and wraps up April, 27; •Unlimited Adventure, Stem Cell Panel, and a follow up with advanced cancer research with the University of Michigan. Thank You! 18 Town of Vail | CSE | 05/04/16 Our goal is to provide an event that not only increases the sense of community and enhances the quality of life for residents of the Vail Valley but also attracts and serves destination guests. With the support of the Town of Vail and the Commission on Special Events we reported almost double the economic impact and economic impact ratio to TOV in 2016 over 2015, as well as bring thought- provoking, diverse and affordable programs to Vail. We look forward to providing our community with the high quality programming with diverse subject matter that they have become accustomed to this summer and in our upcoming Winter 2017 season. Thank you! Additional Information/Appendix 19 •Provide detailed Profit and Loss in complete PDF please •Provide full version of the Survey Dashboard PDF in Appendix Town of Vail | CSE | 05/04/16 11:35 AM 05/02/16 Accrual Basis Vail Symposium Profit & Loss January through March 2016 Jan - Mar 16 Ordinary Income/Expense Income TEDxVail Bookstore Sales 661.00 Event Sales Ticket Sales 17,737.77 Other Income 1,930.45 Total Event Sales 19,668.22 Fund Raising Fundraising-Giving 20,381.42 Grant Donations 36,000.00 Total Fundraising-Giving 56,381.42 Total Fund Raising 56,381.42 Total Income 76,710.64 Cost of Goods Sold Value of Books Sold 189.75 Total COGS 189.75 Gross Profit 76,520.89 Expense Administration Total Administration 7,201.41 Event Expense Speaker Fees/Promises 2,957.48 Audio-Visual Rental 1,112.32 Food and Refreshments 4,283.48 Paid Dinners 2,696.95 Set-up Expenses 565.72 Travel 6,517.50 Venue Costs 4,918.00 Total Event Expense 23,051.45 Operating Costs Advertising/Media 2,371.29 Miscellaneous Expenses 5,774.50 Postage 880.54 Web Site 1,602.25 Total Payroll Expenses 27,071.92 Total Operating Costs 37,700.50 Total Expense 67,953.36 Net Ordinary Income 8,567.53 Page 1 of 1