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HomeMy WebLinkAbout5.b. Recap 2016 Hot Summer NightsWEDNESDAY, NOVEMBER 2, 2016 HOT SUMMER NIGHTS HOT SUMMER NIGHTS- TUESDAYS Office: 970.777.2015 Mobile: 970.470.0001 jmason@vvf.org 2 Town of Vail | CSE | 11/2/2016 Attendance Estimate 3 Town of Vail | CSE | 11/2/2016 Date Event Front Gate East Gate Attendance Weather 6/14/2016 HSN #1 - Cracker 2235 534 2769 Clear 6/21/2016 HSN #2 - Pilaseca 1351 597 1948 Warm light cloud cover 6/28/2016 HSN #3 - 40oz to Freedom 2382 518 2900 Sunny 7/5/2016 HSN #4 - Karl Denson 2296 690 2986 Sunny n/a 7/12/2016 HSN #5 - Soul Asylum 2111 674 2785 Sunny 7/19/2016 HSN #6 - Sister Sparrow & the Dirty Birds 2687 594 3281 Sunny then Rain 7/26/2016 HSN #7 - 8150 Dance Challenge 1370 555 1925 Threatening - then clearing 8/16/2016 HSN #8- Devon Allman 1427 487 1914 Threatening light rain 8/23/2016 HSN#9- The Motet 1927 640 2567 Threatening light rain TOTAL 23075 Visitor Type 4 •Was this the visitor type split you expected? Yes •Why or why not? Back to our roots of a high local attendance. •What steps would you take to optimize visitor mix? Types of bands booked Overall Visitor Profile 5 Town of Vail | CSE | 11/2/2016 Overall Visitor Profile 6 Town of Vail | CSE | 11/2/2016 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 Town of Vail | CSE | 11/2/2016 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 8 Town of Vail | CSE | 11/2/2016 Role/Importance of Event in Intent to Visit Vail 9 Town of Vail | CSE | 10/7/2015 •Hot Summer Nights increases overnight guests to Vail as they are looking at Mountain communities to visit in the summer. It gives families a free activity in the evening, making Vail more desirable to visit. Role/Importance of Event in Intent to Visit Vail 10 Town of Vail | CSE | 10/7/2015 NPS (Net Promoter Score)/Likelihood to Recommend 11 Town of Vail | CSE | 11/2/2016 NPS (Net Promoter Score)/Likelihood to Recommend 12 Town of Vail | CSE | 11/2/2016 Estimated Return on Investment (ROI) & Attendee Expenditures 13 •Bars, restaurants, and lodging revenue is increased on Tuesday nights by overnight guests and locals attending the free concerts Estimated revenue generated for the Town of Vail -$1.1M (+/-20%) Average nights stayed in paid lodging within Vail –5.6 Average group size of those lodging within Vail –2.6 Estimated number of room nights generated by HSN –869 Estimated average nightly rate within Vail -$351 Town of Vail | CSE | 11/2/2016 Vail Brand Compatibility The Premier International Mountain Resort Community 14 Town of Vail | CSE | 11/2/2016 Event Strengths & Weaknesses 15 •Exceeded expectations: •The Motet exceeded attendance expectations for it being so late in the season. Thanks to the front range following •Measures that could be taken for event improvement: •Work closely with TOV on how to mange parking •Different food options •Might look at booking a Country music act •For repeat event, comparison to past years: •Sunny weather and better bookings increased overall attendance both locally and overnight guests. Town of Vail | CSE | 11/2/2016 Community Contribution 16 •Safe environment to enjoy music outdoors – family friendly, place to gather with friends •Attendees could enjoy hiking, biking, etc., during the day, then enjoy world class music in the evening. •Our community is diverse; diverse in age, interests and income levels, to name just a few. HSN serves an important and growing demographic group just as the Vail Intl Dance Festival serves equally well an older, more affluent demographic of our community •Annually recognized as the premiere free concert series in the valley, Hot Summer Nights is a tremendous free benefit for the community and tourists, and something everyone looks forward to summer after summer in Vail. Town of Vail | CSE | 11/2/2016 Topline Marketing Efforts 17 Town of Vail | CSE | 11/2/2016 Potential for Growth & Sponsorships/Media Exposure 18 Locals and visitors were once again excited to have a local craft beer sponsor. Crazy Mountain Beer began canning a summer pilsner that was only available in cans at the Gerald R. Ford Amphitheater. This was a nice surprise for visitors and the locals who attended the concerts. The bike valet was again a big success with over 60 bikes per performance. We hosted a few growler painting in conjunction with Alpine Arts center. This was mildly successful, then the Alpine Arts Center began hosting postcard size paintings, which took about 10 to 15 minutes to paint. This is an activity at HSN we will hopefully repeat. The visitors really enjoyed this activity. Town of Vail | CSE | 11/2/2016 Sustainability Efforts 19 •Recycling bins throughout GRFA – glass, aluminum, plastic •Encourage use of refillable water bottles •In green room we utilize Deep Rock water containers •Encourage attendees to ride their bike and utilize free bike valet or take public transportation/carpool Town of Vail | CSE | 11/2/2016 Event Budget 20 Town of Vail | CSE | 11/2/2016 •Total event budget: $550,000 •CSE funds: $28,325 •Profit and loss: •Funding utilization: •In-kind sponsorship: $2,800 (police attendance at venue) •Cash sponsorship: $522,500