HomeMy WebLinkAbout2.a. 2016 Spring Back to Vail RecapSurveyed Event Recap: Spring Back to Vail
July 6, 2016
Spring Back to Vail: April 8 – 10, 2016
Office: 970.476.6797 x712
Mobile: 970.376.1876
missy@gohighline.com
2
Total
es)mated
in-‐town
a0endance:
30,654
(based
on
event
traffic,
skier
visits,
merchant
data
and
lodging
data)
Dates:
April
8-‐10,
2016
Es)mated
total
media
impressions:
7,281,026
Loca)ons:
Base
of
Gondola
One,
Mountain
Plaza;
Solaris;
Slifer
Square;
Golden
Peak;
Mid-‐Vail;
Vail
Village
and
Lionshead
Retail
Loca@ons,
Bars
and
Restaurants
Town
of
Vail
|
CSE
|
7/6/16
Attendance Estimate
3
• How
would
you
impact
aPendance
next
year?
• We
conTnue
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
exciTng
partner
acTvaTons
to
increase
event
aPendance.
Town
of
Vail
|
CSE
|
7/1/
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 Responding51%
18%17%
10%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
New York
Illinois
New Jersey
16%
25%
19%
40%
0%
8%
30%
19%
25%
13%
5%
1%
58%
42%
69%
4%
2%
2%
2%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
Attendee-Days7.0K
Attendance Est
0%20%40%60%
Overnight only
Are you staying:Other
In paid lodging
With friends/family
Vacation home/timeshare
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
Avon
Beaver Creek
Eagle/Gypsum
Summit County
Other
Edwards
66%
19%
12%
2%
36%
12%
23%
13%
14%
1%
14%
30%
40%
10%
3%
3%
66%
12%
8%
5%
5%
2%
1%
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 Responding33%
3%6%4%2%
18%
2%2%3%3%
25%
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 atall likely,10=Extremely likely]83%
6%11%
72%
Likelihood of Recommending Event to a Friend or Family Member
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Shopping Lodging
Recreation (skiing,
ski lessons, rentals,
etc.)
Other items,
excluding lodging
$0
$100
$200
EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5
Direct Economic Impact to TOV per Attendee-Day
2016 Event funding
Direct economic impact to TOV
Economic impact payback ratio $5.36
$669,716.16
$125,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
Spring Back to Vail, April 8 - 10, 2016
Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13.
Average
Overall
Day visitor
Full-time downvalley resident
Overnight visitor
Seasonal resident of Vail Valley 7.0
3.6
6.4
4.8
4.5Overall
Nightly Rate
(if Paid)
Average:
$333
Median:
$250
Town
of
Vail
|
CSE
|
7/6/16
Visitor Type
4
• Was
this
the
visitor
type
split
you
expected?
Yes,
very
similar
although
we
show
a
higher
aPendance
based
on
the
concert,
base
area
expo,
on-‐mountain
BL
bags
tournament
acTon
and
apres
and
aZer-‐dark
parTes.
• Why
or
why
not?
Please
explain.
The
markeTng
is
though[ully
placed
with
a
varied
mix
in
order
to
achieve
a
similar
mix
to
the
below.
• What
steps
would
you
take
to
opTmize
visitor
mix?
We
conTnue
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
exciTng
partner
acTvaTons
to
increase
event
aPendance.
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 Responding51%
18%17%
10%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
New York
Illinois
New Jersey
16%
25%
19%
40%
0%
8%
30%
19%
25%
13%
5%
1%
58%
42%
69%
4%
2%
2%
2%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
Attendee-Days7.0K
Attendance Est
0%20%40%60%
Overnight only
Are you staying:Other
In paid lodging
With friends/family
Vacation home/timeshare
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
Avon
Beaver Creek
Eagle/Gypsum
Summit County
Other
Edwards
66%
19%
12%
2%
36%
12%
23%
13%
14%
1%
14%
30%
40%
10%
3%
3%
66%
12%
8%
5%
5%
2%
1%
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 Responding33%
3%6%4%2%
18%
2%2%3%3%
25%
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 atall likely,10=Extremely likely]83%
6%11%
72%
Likelihood of Recommending Event to a Friend or Family Member
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Shopping Lodging
Recreation (skiing,
ski lessons, rentals,
etc.)
Other items,
excluding lodging
$0
$100
$200
EconomicImpact perAttendee-Day$96$60 $14 $12 $6 $5
Direct Economic Impact to TOV per Attendee-Day
2016 Event funding
Direct economic impact to TOV
Economic impact payback ratio $5.36
$669,716.16
$125,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
Spring Back to Vail, April 8 - 10, 2016
Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13.
Average
Overall
Day visitor
Full-time downvalley resident
Overnight visitor
Seasonal resident of Vail Valley 7.0
3.6
6.4
4.8
4.5Overall
Nightly Rate
(if Paid)
Average:
$333
Median:
$250
Town
of
Vail
|
CSE
|
7/6/16
Overall Visitor Profile
5
• Who
was
your
anTcipated
target
demographic?
• Did
you
reach
your
target
demographic?
• Why
or
why
not?
Yes,
this
weekend
drives
overnight
visitors
to
the
area
and
the
concert
was
a
really
strong
addiTon
to
this
goal.
• What
would
you
change
to
reach
that
audience
next
year?
We
would
conTnue
to
offer
the
variety
of
event
elements
that
were
offered.
Overnightvisitor to theregion Full-timedownvalleyresident Full-timeresident ofTown of Vail Day visitorto Vail Seasonalresident ofVail Valley0%20%40%60%Percent Responding51%18%17%10%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
New York
Illinois
New Jersey
16%
25%
19%
40%
0%
8%
30%
19%
25%
13%
5%
1%
58%
42%
69%
4%
2%
2%
2%
Overall Visitor Profile
0K10K20K30K40K50KAttendee-Days7.0KAttendance Est
0%20%40%60%
Overnight only
Are you staying:Other
In paid lodging
With friends/family
Vacation home/timeshare
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
Avon
Beaver Creek
Eagle/Gypsum
Summit County
Other
Edwards
66%
19%
12%
2%
36%
12%
23%
13%
14%
1%
14%
30%
40%
10%
3%
3%
66%
12%
8%
5%
5%
2%
1%
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 Responding33%3%6%4%2%18%2%2%3%3%25%Importance of Event in Decision to Visit Vail TodayPromoter Passive Detractor NPS10%20%30%40%50%60%70%80%90%Percent Responding [0=Not atall likely,10=Extremely likely]83%6%11%72%Likelihood of Recommending Event to a Friend or Family Member
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Shopping Lodging
Recreation (skiing,
ski lessons, rentals,
etc.)
Other items,
excluding lodging
$0
$100
$200
EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5
Direct Economic Impact to TOV per Attendee-Day
2016 Event fundingDirect economic impact to TOVEconomic impact payback ratio $5.36$669,716.16$125,000.00Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
Spring Back to Vail, April 8 - 10, 2016
Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13.
AverageOverallDay visitorFull-time downvalley residentOvernight visitorSeasonal resident of Vail Valley 7.03.66.44.84.5Overall
Nightly Rate
(if Paid)
Average:
$333
Median:
$250
Town
of
Vail
|
CSE
|
7/6/16
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
6
• What
measures
did
you
take
to
incenTvize
aPendees
to
book
lodging
in
the
Town
of
Vail?
There
weren’t
any
singular
lodging
partners
on
the
event
and
a
wide
variety
of
PR
and
MarkeTng
(both
print
and
digital)
are
used
to
drive
guests
to
vail.com
and
the
lodging
specials.
Overnightvisitor to theregion Full-timedownvalleyresident Full-timeresident ofTown of Vail Day visitorto Vail Seasonalresident ofVail Valley0%20%40%60%Percent Responding51%18%17%10%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
New York
Illinois
New Jersey
16%
25%
19%
40%
0%
8%
30%
19%
25%
13%
5%
1%
58%
42%
69%
4%
2%
2%
2%
Overall Visitor Profile
0K10K20K30K40K50KAttendee-Days7.0KAttendance Est
0%20%40%60%
Overnight only
Are you staying:Other
In paid lodging
With friends/family
Vacation home/timeshare
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
Avon
Beaver Creek
Eagle/Gypsum
Summit County
Other
Edwards
66%
19%
12%
2%
36%
12%
23%
13%
14%
1%
14%
30%
40%
10%
3%
3%
66%
12%
8%
5%
5%
2%
1%
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 Responding33%3%6%4%2%18%2%2%3%3%25%Importance of Event in Decision to Visit Vail TodayPromoterPassive Detractor NPS10%20%30%40%50%60%70%80%90%Percent Responding [0=Not atall likely,10=Extremely likely]83%6%11%72%Likelihood of Recommending Event to a Friend or Family MemberTotal economicimpact per attendeedayRestaurants/Bars/Prepared FoodVendorsShopping Lodging Recreation (skiing,ski lessons, rentals,etc.)Other items,excluding lodging
$0
$100
$200
EconomicImpact perAttendee-Day$96$60$14 $12 $6 $5
Direct Economic Impact to TOV per Attendee-Day2016 Event fundingDirect economic impact to TOVEconomic impact payback ratio$5.36$669,716.16$125,000.00Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
Spring Back to Vail, April 8 - 10, 2016
Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13.
AverageOverallDay visitorFull-time downvalley residentOvernight visitorSeasonal resident of Vail Valley 7.03.66.44.84.5Overall
Nightly Rate
(if Paid)
Average:
$333
Median:
$250
Town
of
Vail
|
CSE
|
7/6/16
Role/Importance of Event in Intent to Visit Vail
7
• What
acTons
did
you
take
this
year
to
generate
the
number
of
overnight
guests?
The
addiTonal
of
the
Friday
concert
on
Friday
and
the
inclusion
of
the
Sunday
acTon
are
all
done
to
generate
overnight
visitors.
Messaging
directs
people
to
vail.com/springback
where
a
number
of
lodging
packages
are
available.
• How
would
you
increase
the
number
of
overnight
Vail
guests
coming
for
the
event
next
year?
ConTnue
with
a
strong
markeTng
pla[orm
through
several
medias
and
booking
bands
with
a
strong
following
for
this
demographic.
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 Responding51%
18%17%
10%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
New York
Illinois
New Jersey
16%
25%
19%
40%
0%
8%
30%
19%
25%
13%
5%
1%
58%
42%
69%
4%
2%
2%
2%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
Attendee-Days7.0K
Attendance Est
0%20%40%60%
Overnight only
Are you staying:Other
In paid lodging
With friends/family
Vacation home/timeshare
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
Avon
Beaver Creek
Eagle/Gypsum
Summit County
Other
Edwards
66%
19%
12%
2%
36%
12%
23%
13%
14%
1%
14%
30%
40%
10%
3%
3%
66%
12%
8%
5%
5%
2%
1%
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 Responding33%
3%6%4%2%
18%
2%2%3%3%
25%
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 atall likely,10=Extremely likely]83%
6%11%
72%
Likelihood of Recommending Event to a Friend or Family Member
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Shopping Lodging
Recreation (skiing,
ski lessons, rentals,
etc.)
Other items,
excluding lodging
$0
$100
$200
EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5
Direct Economic Impact to TOV per Attendee-Day
2016 Event funding
Direct economic impact to TOV
Economic impact payback ratio $5.36
$669,716.16
$125,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
Spring Back to Vail, April 8 - 10, 2016
Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13.
Average
Overall
Day visitor
Full-time downvalley resident
Overnight visitor
Seasonal resident of Vail Valley 7.0
3.6
6.4
4.8
4.5Overall
Nightly Rate
(if Paid)
Average:
$333
Median:
$250
Town
of
Vail
|
CSE
|
7/6/16
NPS (Net Promoter Score)/Likelihood to Recommend
8
• Do
you
think
the
NPS
scores
reflect
the
aPendee
event
experience?
Yes.
All
events
at
Spring
Back
to
Vail
are
designed
to
create
a
great
atmosphere
and
variety
of
experiences
for
guests
to
enjoy
even
outside
of
their
on-‐mountain
experience.
It
is
nice
to
see
there
were
very
few
passive
response
which
shows
that
people
were
part
of
Spring
Back
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
conTnuously
stay
on
pulse
with
popular
entertainment,
unique
partner
experiences
within
the
budget
and
current
goals.
Overnightvisitor to theregion Full-timedownvalleyresident Full-timeresident ofTown of Vail Day visitorto Vail Seasonalresident ofVail Valley0%20%40%60%Percent Responding51%18%17%10%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
New York
Illinois
New Jersey
16%
25%
19%
40%
0%
8%
30%
19%
25%
13%
5%
1%
58%
42%
69%
4%
2%
2%
2%
Overall Visitor Profile
0K10K20K30K40K50KAttendee-Days7.0KAttendance Est
0%20%40%60%
Overnight only
Are you staying:Other
In paid lodging
With friends/family
Vacation home/timeshare
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
Avon
Beaver Creek
Eagle/Gypsum
Summit County
Other
Edwards
66%
19%
12%
2%
36%
12%
23%
13%
14%
1%
14%
30%
40%
10%
3%
3%
66%
12%
8%
5%
5%
2%
1%
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 Responding33%
3%6%4%2%
18%
2%2%3%3%
25%
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 atall likely,10=Extremely likely]83%
6%11%
72%
Likelihood of Recommending Event to a Friend or Family Member
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Shopping Lodging
Recreation (skiing,
ski lessons, rentals,
etc.)
Other items,
excluding lodging
$0
$100
$200
EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5
Direct Economic Impact to TOV per Attendee-Day
2016 Event fundingDirect economic impact to TOVEconomic impact payback ratio $5.36$669,716.16$125,000.00Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
Spring Back to Vail, April 8 - 10, 2016
Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13.
AverageOverall
Day visitor
Full-time downvalley resident
Overnight visitor
Seasonal resident of Vail Valley 7.0
3.6
6.4
4.8
4.5Overall
Nightly Rate
(if Paid)
Average:
$333
Median:
$250
Town
of
Vail
|
CSE
|
7/6/16
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
acTvity,
lodging
and
restaurants
within
the
Town
of
Vail
through
content,
links
to
deals
and
more.
• The
concert
within
the
Town
of
Vail
directly
impact
the
traffic
within
the
Town
of
Vail
Restaurants,
retailers
and
bars.
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 Responding51%
18%17%
10%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
New York
Illinois
New Jersey
16%
25%
19%
40%
0%
8%
30%
19%
25%
13%
5%
1%
58%
42%
69%
4%
2%
2%
2%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
Attendee-Days7.0K
Attendance Est
0%20%40%60%
Overnight only
Are you staying:Other
In paid lodging
With friends/family
Vacation home/timeshare
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
Avon
Beaver Creek
Eagle/Gypsum
Summit County
Other
Edwards
66%
19%
12%
2%
36%
12%
23%
13%
14%
1%
14%
30%
40%
10%
3%
3%
66%
12%
8%
5%
5%
2%
1%
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 Responding33%
3%6%4%2%
18%
2%2%3%3%
25%
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 atall likely,10=Extremely likely]83%
6%11%
72%
Likelihood of Recommending Event to a Friend or Family Member
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Shopping Lodging
Recreation (skiing,
ski lessons, rentals,
etc.)
Other items,
excluding lodging
$0
$100
$200
EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5
Direct Economic Impact to TOV per Attendee-Day
2016 Event funding
Direct economic impact to TOV
Economic impact payback ratio $5.36
$669,716.16
$125,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
Spring Back to Vail, April 8 - 10, 2016
Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13.
Average
Overall
Day visitor
Full-time downvalley resident
Overnight visitor
Seasonal resident of Vail Valley 7.0
3.6
6.4
4.8
4.5Overall
Nightly Rate
(if Paid)
Average:
$333
Median:
$250
Town
of
Vail
|
CSE
|
7/6/16
Estimated Return on Investment (ROI) & Attendee Expenditures
10
• An
addiTonal
well
received
element
was
the
“Triple
R
Rewards”.
This
program
brought
together
various
Vail
and
Lionshead
businesses
join
forces
and
pull
mud
season
specials
forward
throughout
the
Spring
Back
to
Vail
weekend.
• Great
deals
were
abundant,
promoTng
the
three
R’s:
Restaurant,
Retail
and
RelaxaTon.
DesTnaTon
guests
and
locals
alike
were
encouraged
to
look
for
the
“Triple
R
Rewards”
window
sTcker
at
parTcipaTng
local
businesses.
• This
collaboraTve
effort
between
Vail
Mountain
and
the
VCBA
was
well
thought,
on-‐brand
and
community
focused.
Overnightvisitor to theregion Full-timedownvalleyresident Full-timeresident ofTown of Vail Day visitorto Vail Seasonalresident ofVail Valley0%20%40%60%Percent Responding51%18%17%10%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
New York
Illinois
New Jersey
16%
25%
19%
40%
0%
8%
30%
19%
25%
13%
5%
1%
58%
42%
69%
4%
2%
2%
2%
Overall Visitor Profile
0K10K20K30K40K50KAttendee-Days7.0KAttendance Est
0%20%40%60%
Overnight only
Are you staying:Other
In paid lodging
With friends/family
Vacation home/timeshare
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
Avon
Beaver Creek
Eagle/Gypsum
Summit County
Other
Edwards
66%
19%
12%
2%
36%
12%
23%
13%
14%
1%
14%
30%
40%
10%
3%
3%
66%
12%
8%
5%
5%
2%
1%
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 Responding33%
3%6%4%2%
18%
2%2%3%3%
25%
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 atall likely,10=Extremely likely]83%
6%11%
72%
Likelihood of Recommending Event to a Friend or Family Member
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Shopping Lodging
Recreation (skiing,
ski lessons, rentals,
etc.)
Other items,
excluding lodging
$0
$100
$200
EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5
Direct Economic Impact to TOV per Attendee-Day
2016 Event fundingDirect economic impact to TOVEconomic impact payback ratio $5.36$669,716.16$125,000.00Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
Spring Back to Vail, April 8 - 10, 2016
Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13.
Average
Overall
Day visitor
Full-time downvalley resident
Overnight visitor
Seasonal resident of Vail Valley 7.0
3.6
6.4
4.8
4.5Overall
Nightly Rate
(if Paid)
Average:
$333
Median:
$250
Town
of
Vail
|
CSE
|
7/6/16
Vail Brand Compatibility
The
Premier
Interna)onal
Mountain
Resort
Community
11
The
event
met
the
standard
of
excellence
by:
• The
headliner
for
Spring
Back
to
Vail
was
The
Chris
Robinson
Brotherhood
alongside
of
opening
act
Eminence
Ensemble,
presented
by
Town
of
Vail,
playing
to
a
crowd
of
thousands
of
enthusiasTc
Spring
Back
goers.
Other
musical
acts
throughout
the
weekend
included
DJ
Bulby
at
the
World
Pond-‐
Skimming
Championships
and
local
favorites
Johnny
Schlepper
and
Mark
Levy
at
the
Tikis
and
Tunes
Luau.
The
event
schedule
also
included
the
Sponsor
Expo
Village
and
the
return
of
The
Tikis
and
Tunes
Luau
at
Mid-‐Vail,
presented
by
Bud
Light.
A
new
and
highly
popular
addiTon
to
the
schedule
this
year
was
The
Bud
Light
Bags
Tournament.
Spring
Back
to
Vail
remains
commiPed
to
providing
free,
first-‐rate
entertainment
for
locals
and
desTnaTon
guests
alike.
Town
of
Vail
|
CSE
|
7/6/16
Vail Brand Compatibility
The
Premier
Interna)onal
Mountain
Resort
Community
12
The
event
met
the
standard
of
excellence
by:
• MarkeTng
and
PR
campaigns
were
very
successful
–
major
coverage
generated
millions
of
impressions
and
well
over
$400,000.00
in
value.
• Media
included
print,
radio,
video,
social
and
digital
media
and
more.
• The
collaboraTve
efforts
of
the
Town
of
Vail
to
bring
addiTonal
event
elements
to
the
excitement
of
the
Spring
Back
to
Vail
weekend
created
a
strong
atmosphere
for
guests
to
enjoy
unique,
memorable
experiences.
• It
was
great
to
see
the
variety
of
retailers
get
behind
the
Triple
R
Rewards
which
offered
cohesive
event
markeTng
and
creaTve.
Town
of
Vail
|
CSE
|
7/6/16
Event Strengths & Weaknesses
13
• 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,
promoTons
and
more.
The
addiTon
of
the
well
branded,
highlight
aPended
and
well
received
Bud
Light
Bags
Tournament
is
an
example
of
these
experiences
that
we
strive
to
add
within
the
Spring
Back
to
Vail
mix.
• For
repeat
event,
comparison
to
past
years:
• Spring
Back
to
Vail
was
of
the
most
successful
in
many
years.
The
concert
conTnue
to
provide
strong
entertainment
with
a
variety
for
guests
to
enjoy.
It
was,
once
again,
a
great
close-‐out
to
the
ski
season
complete
with
a
robust
markeTng
pla[orm.
Town
of
Vail
|
CSE
|
7/6/16
Event Strengths & Weaknesses
14
• Exceeded
expectaTons
in
these
ways:
• Spring
Back
to
Vail,
the
annual
spring
bash
celebraTng
the
close
of
the
winter
season,
returned
to
Vail
for
its
thirteenth
year,
April
8-‐10,
2016.
Spring
Back
celebrated
the
season
in
style
with
a
jam-‐packed
schedule
of
live
music,
the
World
Pond-‐Skimming
Championships,
sponsor
Expo
Village,
aprés
parTes,
giveaways,
on-‐mountain
events
and
so
much
more.
• The
headliner
for
Spring
Back
to
Vail
was
The
Chris
Robinson
Brotherhood
alongside
of
opening
act
Eminence
Ensemble,
presented
by
Town
of
Vail,
playing
to
a
crowd
of
thousands
of
enthusiasTc
Spring
Back
goers.
Other
musical
acts
throughout
the
weekend
included
DJ
Bulby
at
the
World
Pond-‐
Skimming
Championships
and
local
favorites
Johnny
Schlepper
and
Mark
Levy
at
the
Tikis
and
Tunes
Luau.
Town
of
Vail
|
CSE
|
7/6/16
Event Strengths & Weaknesses
15
• Exceeded
expectaTons
in
these
ways:
• The
event
schedule
also
included
the
Sponsor
Expo
Village
and
the
return
of
The
Tikis
and
Tunes
Luau
at
Mid-‐Vail,
presented
by
Bud
Light.
A
new
and
highly
popular
addiTon
to
the
schedule
this
year
was
The
Bud
Light
Bags
Tournament.
Spring
Back
to
Vail
remains
commiPed
to
providing
free,
first-‐
rate
entertainment
for
locals
and
desTnaTon
guests
alike.
Town
of
Vail
|
CSE
|
7/6/16
Event Strengths & Weaknesses
16
• Exceeded
expectaTons
in
these
ways:
• Vail
remains
commiPed
to
providing
free,
first-‐rate
entertainment
for
locals
and
desTnaTon
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
-‐
Spring
Back
to
Vail
was
presented
by
Vail
Mountain,
Pepsi,
Bud
Light,
Town
of
Vail,
Audi
and
Smith,
and
supported
in
part
by
Helly
Hansen,
Nature
Valley,
Vibram,
GoPro,
Liberty
Skis,
Vail
Resorts
Retail
and
Colorado
Mountain
Express.
Town
of
Vail
|
CSE
|
7/6/16
Community Contribution
17
• Describe
how
the
event
impacted
Vail’s
sense
of
community:
• Spring
Back
to
Vail
does
a
great
job
of
impacTng
the
sense
of
community.
Spring
Back
to
Vail
brought
the
fesTve
crowds
out
to
celebrate
the
mountain,
spring
weather
and
all
that
Vail
has
to
offer.
• This
event
drove
traffic
to
the
mountains
for
crowds
to
enjoy
the
entertainment
and
springTme
in
the
mountains.
• Spring
Back
to
Vail
kept
the
momentum
going
throughout
(what
was
planned
to
be)
closing
weekend
with
free
concerts
and
a
variety
of
fun
sponsor
acTvaTons
for
guests
to
enjoy
both
on-‐mountain
and
off.
Town
of
Vail
|
CSE
|
7/6/16
Topline Marketing Efforts - General
18
A
full
adverTsing,
markeTng
and
public
relaTons
campaign
was
executed
surrounding
Spring
Back
to
Vail
in
the
Front
Range
and
Local
Media.
Placements
were
made
with
print,
broadcast
and
digital
outlets.
Media
impressions
totaled
more
than:
1,530,134
Print
impressions:
628,500
Television
and
radio
impressions:
411,311
Internet
impressions:
326,556
Email
Blasts:
211,440
Editorial:
4,173,085
Town
of
Vail
|
CSE
|
7/6/16
Topline Marketing Efforts – Front Range Media
19
Front
Range
Cable
TV
generated
751,837
adult
impressions
and
consisted
of:
Cable
TV
98
spots
in
the
Central
East
Comcast
Zone
141
spots
in
the
Boulder
Comcast
Zone
:30
spots
from
March
21
–
April
3
Networks:
Comedy
Central,
Bravo,
Discovery,
ESPN,
Food
and
FX
Traffic
and
Weather
Radio
50
spots
total
targeTng
adults
25-‐49
in
the
Denver
MSA
:10
and
:15
“brought
to
you
by”
live
read
messages
following
on-‐air
traffic
and
weather
reports
from
March
21
–
April
3
247K
impressions
Networks:
KALC,
KTCL,
KQMT,
KYGO,
KRFX,
KBPI,
KOA
and
KIMN
Open
Snow
3
menTons
in
Daily
Snow
Report:
April
7,
8
and
9
2
menTons
in
the
I-‐70
Daily
Snow
Report:
April
6
and
8
3K
impressions
/
CTR:
11.16%
OOH
OOH
Billboard
at
I-‐70
and
Dumont
343K
impressions
March
28
–
April
10
Town
of
Vail
|
CSE
|
7/6/16
Topline Marketing Efforts – Local In-Resort Media
20
Vail
Daily
6
half-‐page
four-‐color
print
ads:
March
26
and
April
2,
3,
8,
9,
10
3
quarter-‐page
four-‐color
print
ads:
March
5,
6
and
7
310K
Adult
Impressions
Vail
Weekly
2
full-‐page
full-‐color
print
ads:
March
18
and
25,
April
1
and
8
138K
Adult
Impressions
Local
Radio
:60
spots
on
KCCH
and
KZYR
from
March
31-‐April
9
95K
Adult
Impressions
TV8
:30
spots
March
31-‐April
9
25K
Adult
Impressions
Town
of
Vail
|
CSE
|
7/6/16
Topline Marketing Efforts – Digital
21
• Event
informaTon
was
included
in
email
content
from
numerous
organizaTons,
including
Vail
Mountain,
Town
of
Vail,
Open
Snow,
Highline
and
others.
• Vail
Mountain
email
blasts
that
included
Spring
Back
event
messaging:
– January
28:
14,192
recipients;
3,004
unique
opens;
414
clicks
to
view
event
details
– March
7:
197,248
recipients;
44,808
unique
opens;
9,296
clicks
to
view
event
details
• Spring
Back
to
Vail
has
an
event
page
at
vail.com/
springback,
which
included
schedules,
sponsor
logos
and
links
and
more.
• Spring
Back
to
Vail
page
views
totaled
28,657
Town
of
Vail
|
CSE
|
7/6/16
Topline Marketing Efforts – Social Media
22
Social
media
played
a
large
role
in
spreading
the
word
about
the
event,
as
many
of
the
arTsts
and
sponsors
involved
in
the
event
are
very
acTve
on
a
number
of
social
networks.
Facebook:
• Total
Posts:
15
• Total
Reach:
52,597
• Total
Likes/Comments/Shares:
1,058
• Highlight:
Recap
Gallery
– Reach:
20,612;
Likes/Comments/Shares:
262
Town
of
Vail
|
CSE
|
7/6/16
Topline Marketing Efforts – Social Media
23
Town
of
Vail
|
CSE
|
7/6/16
Topline Marketing Efforts – Social Media
24
Twi0er:
Total
posts:
14
Total
impressions:
101,128
Total
engagements:
3,583
Highlight:
Bud
Light
Bags
Long
Toss
Ac)va)on
Tweet
• Impressions:
10,477;
Engagements:
799
Highlight:
Crowdsource
Video
Announcement
Tweet
• Impressions:
10,147;
Engagements:
318
Town
of
Vail
|
CSE
|
7/6/16
Topline Marketing Efforts – Social Media
25
Instagram
Total
posts:
12
Total
impressions:
26,430
Total
engagements:
499
Highlight:
CrowdSource
Video
Reminder
Post/UGC
Photo
• Likes:
4,473;
Comments:
78
Highlight:
Smith
Snap
&
Win
Live
Instagram
Contest
• Submissions:
59;
Likes:
1,216
Town
of
Vail
|
CSE
|
7/6/16
Topline Marketing Efforts – Public Relations
26
A
public
relaTons
campaign
surrounding
Spring
Back
to
Vail
was
conducted,
reaching
out
to
local,
regional
and
naTonal
media
outlets
to
enhance
coverage
of
the
event
in
the
news
media.
One
press
release
went
out
on
March
15
to
announce
the
complete
music
lineup,
event
schedule
and
new
acTvaTons.
The
public
relaTons
campaign
resulted
in
a
number
of
major
placements
for
the
event,
including
a
major
Associated
Press
hit
that
went
to
hundreds
of
outlets
including:
• Freeskier
Magazine
Online
–
UMV:
665,523
• LiZopia
Blog
–
UMV:
Not
Available
• Sneak
Peak
Tours
Blog
–
UMV:
Not
Available
• The
InerTa
Blog
–
UMV:
295,555
• GrindTV.com
–
UMV:
2,301,325
• Town
&
Country
Online
–
UMV:
295,776
• Vail
Daily
Online
–
UMV:
329,622
• Yahoo!
Sports
Canada
–
UMV:
285,284
Town
of
Vail
|
CSE
|
7/6/16
Topline Marketing Efforts – Advertising Collateral
27
Town
of
Vail
|
CSE
|
7/6/16
Topline Marketing Efforts – Roundabout and Stage
28
Town
of
Vail
|
CSE
|
7/6/16
Topline Marketing Efforts – Signage
29
VAIL.COM/SPRINGBACK
APRIL 8–10 ALL WEEKEND
VAIL FILM FESTIVAL VIRTUAL REALITY TENT
AT SLIFER SQUARE | 11AM–5PM
“TRIPLE R REWARDS” SPRING DEALS
SELECT VILLAGE BUSINESSES
EXPO VILLAGE
FRI/SAT: BASE OF GONDOLA ONE | 9AM–4PM
SUN: GOLDEN PEAK | 1PM
FRIDAY
THE CHRIS ROBINSON
BROTHERHOOD
WITH OPENER EMINENCE ENSEMBLE
FREE CONCERT AT SOLARIS | 5PM
PRESENTED BY TOWN OF VAIL
SATURDAY
TIKIS AND TUNES LUAU
PIG ROAST AND DRINK SPECIALS | 12–3PM
BUD LIGHT BAGS TOURNAMENT | 1–3PM
AT SARGE’S AT MID-VAIL
PRESENTED BY BUD LIGHT
SUNDAY
WORLD POND SKIMMING
CHAMPIONSHIPS &DJ BULBY
FREE MUSIC, BBQ, POND SKIMMING, EXPO VILLAGE
AND BUD LIGHT BAGS TOURNAMENT FINALS
AT GOLDEN PEAK | 1–6PM
VAIL.COM/SPRINGBACK
ALL WEEKEND
VAIL FILM FESTIVAL VIRTUAL REALITY TENT
AT SLIFER SQUARE | 11AM–5PM
“TRIPLE R REWARDS” SPRING DEALS
SELECT VILLAGE BUSINESSES
EXPO VILLAGE
FRI/SAT: BASE OF GONDOLA ONE | 9AM–4PM
SUN: GOLDEN PEAK | 1PM
FRIDAY
THE CHRIS ROBINSON BROTHERHOOD
FREE CONCERT WITH OPENER EMINENCE ENSEMBLE AT SOLARIS
PRESENTED BY TOWN OF VAIL
SATURDAY
TIKIS AND TUNES LUAU
PIG ROAST AND DRINK SPECIALS | 12–3PM
BUD LIGHT BAGS TOURNEY | 1–3PM
AT SARGE’S AT MID-VAIL
PRESENTED BY BUD LIGHT
SUNDAY
WORLD POND SKIMMING
CHAMPIONSHIPS &DJ BULBY
FREE MUSIC, BBQ, POND SKIMMING, EXPO VILLAGE
& BUD LIGHT BAGS TOURNAMENT FINALS
AT GOLDEN PEAK | 1–6PM
Town
of
Vail
|
CSE
|
7/6/16
Topline Marketing Efforts – Advertising Collateral
30
Town
of
Vail
|
CSE
|
7/6/16
Potential for Growth & Sponsorships/Media Exposure
31
• The
robust
markeTng
pla[orms
and
savvy
social/digital
pla[orms
in
place
by
Vail
lend
to
exponenTal
growth
in
Event
followers
and
acTon
• New
naTonal
brands
conTnue
to
be
part
of
the
markeTng
mix
at
Spring
Back
to
Vail
• We
conTnue
to
aim
for
growth
with
the
ski
industry
hard
goods
category
with
gear
demos
for
the
guests
to
enjoy
Town
of
Vail
|
CSE
|
7/6/16
Sustainability Efforts
32
• Worked
with
town
environmental
officials
to
develop
green
pracTces
and
worked
with
Vail
Honey
Wagon
to
recycle
all
event
cardboard,
plasTc
and
aluminum
• Had
event
staff
dedicated
to
collecTng
and
sorTng
trash
and
recycling
• Served
beverages
in
recyclable
or
compostable
cups
• No
vehicles
were
leZ
idle
while
loading
in
and
out
• Moved
to
majority
use
of
linens
in
lieu
of
plasTc
disposable
tablecloths
The
Town
of
Vail
is
commiDed
to
the
stewardship
and
protec@on
of
our
unique
mountain
environment.
In
considera@on
of
both
our
local
and
global
impacts
and
opportuni@es,
our
environmental
vision
is
to
demonstrate
and
promote:
renewable
energy,
resource
efficiency,
ecosystem
protec@on,
and
community
awareness
and
educa@on.
Town
of
Vail
|
CSE
|
7/6/16
Event Budget – Spring Back to Vail
33
• Total
event
budget:
$124,760
• CSE
funds:
$25,000
• Profit
and
loss:
-‐
• Funding
uTlizaTon:
Overall
Event
ProducTon
• In-‐kind
sponsorship:
-‐
• Cash
sponsorship:
$95,635
* Event producer to attach detailed budget for recap
Town
of
Vail
|
CSE
|
7/6/16
Event Budget – Spring Back to Vail Friday Concert
34
• Total
event
budget:
$123,617
• CSE
funds:
$100,000
• Profit
and
loss:
(5,013)
• Funding
uTlizaTon:
Overall
Event
ProducTon
• In-‐kind
sponsorship:
-‐
• Cash
sponsorship:
-‐
* Event producer to attach detailed budget for recap
Town
of
Vail
|
CSE
|
7/6/16
Additional Information/Appendix
35
• Detailed
budget
in
complete
PDF
(2
versions,
1
for
overall
Event
and
1
for
the
Friday
Night
concert).
• Full
version
of
the
Survey
Dashboard
PDF
in
Appendix
• Dropbox
Link
to
Photos
via
Email
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 Responding51%
18%17%
10%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
New York
Illinois
New Jersey
16%
25%
19%
40%
0%
8%
30%
19%
25%
13%
5%
1%
58%
42%
69%
4%
2%
2%
2%
Overall Visitor Profile
0K
10K
20K
30K
40K
50K
Attendee-Days7.0K
Attendance Est
0%20%40%60%
Overnight only
Are you staying:Other
In paid lodging
With friends/family
Vacation home/timeshare
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
Avon
Beaver Creek
Eagle/Gypsum
Summit County
Other
Edwards
66%
19%
12%
2%
36%
12%
23%
13%
14%
1%
14%
30%
40%
10%
3%
3%
66%
12%
8%
5%
5%
2%
1%
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 Responding33%
3%6%4%2%
18%
2%2%3%3%
25%
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 atall likely,10=Extremely likely]83%
6%11%
72%
Likelihood of Recommending Event to a Friend or Family Member
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Shopping Lodging
Recreation (skiing,
ski lessons, rentals,
etc.)
Other items,
excluding lodging
$0
$100
$200
EconomicImpact perAttendee-Day$96 $60 $14 $12 $6 $5
Direct Economic Impact to TOV per Attendee-Day
2016 Event funding
Direct economic impact to TOV
Economic impact payback ratio $5.36
$669,716.16
$125,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and Demographics
Spring Back to Vail, April 8 - 10, 2016
Survey technique: Intercept. Overall sample size: 191. (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 13.
Average
Overall
Day visitor
Full-time downvalley resident
Overnight visitor
Seasonal resident of Vail Valley 7.0
3.6
6.4
4.8
4.5Overall
Nightly Rate
(if Paid)
Average:
$333
Median:
$250
-CONFIDENTIAL-
Prepared by H I G H L I N E
2016 TOV Friday Headliner Spring Back to Vail Concert - Actual
(as of 5/20/2016)
Final
Spring Back to Vail
REVENUES:
420.5 CSE Event Funding 100,000
423 F&B Sales (net sales tax)18,604
TOTAL REVENUES 118,604$
EXPENSES:
510 Event Operations/Security 6,121$
517 Talent/Bands 40,500
518 Production 15,419
519 Event Promotions -
519.5 Event Advertising/Marketing -
520 Event Merchandise/Sponsor Gifting -
525 Event Supplies 1,500
526 F&B Expenses 12,676
526.5 Charitable Donation (Bev Sales)500
527 Equipment Rental 2,076
529 Event Photography -
530 Portable Toilets/Trash/Recycling 2,175
533 Prize Money/Appearance Fees -
535 Public Relations -
538 Venue Rental/Site Fees 1,700
543 Wardrobe/Uniforms -
550 Event Insurance 4,500
555 Equipment Repairs 200
617 Bank/Credit Card Charges 1,138
620 Vehicle Expenses 500
626 Pre-press/Design 75
627 Licenses and Permits 1,254
628 Printing and Reproduction 105
630 Office/Computer Supplies 200
636 Postage/Shipping -
640 Event Travel -
641 Meals/Entertainment 431
642 Lift Tickets -
643 On-Mountain Dining -
644 Event Lodging 1,574
646 Sponsor Ground Transfers -
669 Contract Labor 3,473
670 Event Payroll Expenses 7,500
671 Sponsor Implementation/Fulfillment -
672 Event Management (EP/AP)10,000
672.5 Project Fee 10,000
TOTAL EXPENSES 123,617$
VAIL MTN INVESTMENT/SPEND (5,013)$
-CONFIDENTIAL-
Prepared by H I G H L I N E
2016 Spring Back to Vail Event Budget - FINAL
(as of 5/24/2016)
Actual
Spring Back to Vail
REVENUES:
419 Vail Strategic Alliance Funding 75,000$
420 Sponsorships (Other)20,635
420.5 CSE Event Funding 25,000
422 Entry Fees (Pond Skimming)4,125
TOTAL REVENUES 124,760$
EXPENSES:
510 Event Operations/Security 7,066$
517 Talent/Bands 5,000
518 Production 11,777
519 Event Promotions (Bag Tourney)4,575
519.5 Event Advertising/Marketing/Postering 853
520 Event Merchandise/Sponsor Gifting -
525 Event Supplies 3,556
526 F&B Expenses 5,000
526.5 Charitable Donation (Bev Sales)-
527 Equipment Rental 15,299
529 Event Photography -
530 Portable Toilets/Trash/Recycling 2,175
533 Prize Money/Appearance Fees -
535 Public Relations -
538 Venue Rental/Site Fees -
543 Wardrobe/Uniforms -
550 Event Insurance 4,500
555 Equipment Repairs 200
617 Bank/Credit Card Charges -
620 Vehicle Expenses 1,000
626 Pre-press/Design 750
627 Licenses and Permits 627
628 Printing and Reproduction 946
630 Office/Computer Supplies 200
636 Postage/Shipping 127
640 Event Travel 1,344
641 Meals/Entertainment 853
642 Lift Tickets -
643 On-Mountain Dining -
644 Event Lodging 344
646 Sponsor Ground Transfers -
669 Contract Labor 3,473
670 Event Payroll Expenses 9,471
670.5 Sales Commissions 3,125
671 Sponsor Implementation/Fulfillment 7,500
672 Event Management (EP/AP)15,000
672.5 Project Agency Fee 20,000
TOTAL EXPENSES 124,760$
PROFIT (LOSS)(0)$