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2017 Recap Vail Dance Festival
Event Recap: Event Name Cultural, Recreational & Community Category December 6, 2017 Vail Dance Festival, July 29 – August 12, 2017 Martin Nieves | 970.748.5908 | mnieves@vvf.org 2 Overall Event Highlights & Successes 3 Vail Dance Festival celebrated record ticket sales of $759K, selling out both the pavilion and lawn on August 4th and 5th for the first time in the Festival’s history. Phenomenal PR year, resulting in close to a 200% increase in national and international media coverage for the Festival, equating to roughly 509 million PR impressions NOW Premieres: Celebrating Women Choreographers. In 2017 we celebrated 4 incredible female choreographers, which gave the Festival a wonderful anchor, which became our constant touch point leading up to and throughout the Festival window. Community Arts Access – In 2016 VDF we worked with 6 agencies/organizations, to provide tickets to members of the community that may not have the means to attend on their own. In 2017 this program more than doubled, and VDF was able to provide 16 different agencies/organizations with 219 redeemed Dance Festival Tickets. EC Healthy Aging Bright Future Foundation Vail Valley Academy of Dance SUMMER QUEST Jack's Place YP365 Parent Mentors Dance Assist 8100 SOS GirlPowHER The Cycle Effect Woman's Foudation Guardian Scholars Veterans The Literacy Project Vail Valley Charitable Fund Red Ribbon Project Agencies/Organizations groups that participated in CAA 2017: Estimated Attendance Results 4 In 2017 VDF was able to increase our overall Festival attendance while producing one less paid show than in 2016. In 2017 VDF produced 11 paid performances and 2 free performances, in 2016 we produced 12 paid performance and 2 free performances. We believe this is due both to increased PR efforts as well as more successful programming. Estimated Attendee Profile Results 5 93% of the survey respondents came to Vail, CO, specifically for the Dance Festival. 70% of the VDF attendees who came to Vail, CO specifically for the Dance Festival were overnight visitors. 23% of the VDF attendees who came to Vail, CO specifically for the Dance Festival were local visitors. Estimated Spending Results 6 •Estimated average spending per person: Dining: $38/per person Shopping: $17/per person Lodging: $155/per person (38% of total attendees ÷ total paid lodging spend) Other Activities: $21/per person Total average spending per person: $231/per person with paid lodging, $76/per person without paid lodging. Town of Vail spending the event/program generated: $3,071,273.00 # of attendees with paid lodging (8,651) x total average spending ($231) = $1,998,381 # of attendees without paid lodging (14,117) x total average spending ($76) = $1,072,892 Combined total = $3,071,273 NPS (Net Promoter Score) 7 The Vail Dance Festival Net Promoter Score is calculated using data collected from the following question: “On a scale of 0 to 10, where 0=Not at all likely and 10=Extremely likely, how likely are you to recommend the Vail Dance Festival to a friend or family member?” Event Strengths & Weaknesses 8 •How did the event exceed expectations? Ticket sales and attendance continued to break our own year over year record Festival PR celebrated an incredible year A new partnership with the Breckenridge Music Festival was forged and greatly received. From Artists, Patrons, Staff, Volunteers, and all especially the community, VDF heard from again and again that, “2017 was the best VDF that they have ever been to!” •What are areas for event improvement? A few vary specific areas that we heard a need for improvement were our Festival merchandise options and availability, and to provide a more robust Fringe Events Schedule during the day(s) and weekends. •How did this year’s event compare to last year? In 2017 we celebrated and highlighted women choreographers in our NOW: Premieres program, which contributed to the overall success of the Festival. Vail Brand Compatibility The Premier International Mountain Resort Community 9 “Adventures of this kind are what has made Vail legendary in today’s dance world.” - Alastair Macaulay, New York Times •How did the event /program support the Vail Brand? The quote above is an excerpt from the New York Times review of the 2017 Vail Dance Festival’s, International Evenings of Dance 1 & 2. In the quote Macaulay is referencing the unique combinations of dancers and dance repertoire that is only performed in Vail. The Vail Dance Festival’s ability to present the highest level of exclusive artistic programing, coupled with the beauty and unique venue that is the Gerald R. Ford Amphitheatre and the Town of Vail, continues to provide a guest experience that you simply can’t find anywhere else in the world. Community Contribution 10 Describe how the event impacted Vail’s sense of community: • Sense of pride • Family Friendly • Economically Friendly Topline Marketing Efforts 11 •What are the top 3 successful marketing tactics, executions or results from your event/program? Deployed an aggressive digital campaign strategy and launched a new, state of the art website (vaildance.org), both which contributed to a 60% overall growth in digital traffic and a 160% increase in web traffic during the event window versus the same time period last year. Continue to tailor marketing efforts to drive tickets sales and have seen continued growth year over year; with tickets sales increasing by 10% last year and by 8% the year before that. Integrated more live videos both on Facebook and Instagram that drove good engagement during the Festival window. Overall social impressions increased 63%, social engagement increased 45.6% and social video views increased 49% •How will you leverage media exposure and extend the marketing reach next year? We received some incredible coverage on the Dance Festival this summer and look to build on that continued messaging as we roll in to the planning and marketing of the 2018 Festival. We are additionally looking to work with our local partners to collaborate efforts and extend our media reach as a result. Potential for Growth & Sponsorships/Media Exposure 12 •How do you see the event evolving next year? In 2018 VDF will celebrate or 30th Anniversary! We will look for a variety of new and unique ways to celebrate this great achievement. We will continue to focus on commissioning new world premieres, which will include the first musical commission by the Festival. Pulitzer Prize winning composer Caroline Shaw has been commissioned to create a new piece of music that will accompany another choreographic premiere. VDF will continue to include and add live music to the programing whenever possible. Specifically building on our new partnership with the Breckenridge Music Festival. We are currently forecasting the costs and assessing the pros/cons of building our own temporary rehearsal venues closer to the Village, which would allow for more Vail centric Fringe Festival programing and hopefully establish more of a “Festival” feel within the Town. •What sponsors do you plan to target next year? GMC, Constellation Wines, Nature Valley, www.CambriaUSA.com, EverBank, Lorissa’s Kitchen, Gallegos Corporation, FirstBank, Squash Blossom, Kellogg’s, and Coke or Pepsi Sustainability Efforts 13 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? VDF provides everyone who works or performs in the Festival with a reusable water bottle, to eliminate the need for bottled water. •What waste reduction methods were used during your event/program? VDF continues to minimize direct paper mailings and use compostable, or at minimum, recyclable expendables at all times. *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. Pictured: Lauren Lovette and members of the Colorado Ballet rehearse at Vail Mtn. School Event Budget 14 * Event producer to attach detailed budget for recap Item $ Total Event Budget: $2.2 million CSE Funds: $48,962 Cash Sponsorship and other revenue sources (not CSE): $153,700 – Sales $1,020,595 – Development $759,000 – Ticket Sales $199,345 – Grants & Gov. Support In-kind Sponsorship: $48,758 Marketing Budget: $208,500 Profit & Loss: $102,000 (projected) How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Various costs associated with the Dance for $20.17 program Additional Information/Appendix 15 Attached you will find: 2017 Vail Dance Festival 12 month Budget 2017 Vail Dance Festival marketing, Plan on Page 2017 Vail Dance Festival Stakeholders Report 2017 Vail Dance Festival Intercept Survey New York Times, Review: At Vail, Female Choreographers Feed the Mighty River of Dance New York Times, Where Dancers Shine Beyond Their Usual Specialties Vail Valley Foundation Vail Dance Festival - Statement of Operations For the Month Ended September 30, 2017 8 + 4 Year YTD 2016-2017 Actuals 43 - Dance REVENUES Development 4200 Cornerstone $70,000.00 4240 Vail Valley Member $23,317.28 4250 Supporting Member $2,422.00 4255 Contributing Member $3,162.17 4277 Underwriters - Social Events $15,355.00 4280 Presenting Circle $190,993.00 4281 Underwriter's Circle $332,497.40 4282 Platinum $79,126.66 4283 Gold Dress Circle $113,098.00 4284 Silver Dress Circle $26,708.68 4285 Grassroots Donor $2,095.00 4286 Diamond Dress Circle $163,881.10 4825 Fan Club $28,311.59 Total Development $1,050,967.88 Sponsorship 4315 Gold Sponsor $100,000.00 4320 Silver Sponsor $25,000.00 4330 Community Sponsor $23,700.00 4335 Official Supplier Sponsor $5,000.00 Total Sponsorship $153,700.00 Government 4340 Government Support $98,307.00 Total Government $98,307.00 Ticketing 4400 Ticket Sales $740,944.00 4403 Ticket Sales-Misc.$18,371.91 4404 Box Office Fees $24,234.00 Total Ticketing $783,549.91 Other 4440 Merchandise Sales $16,897.79 4470 Fundraising Event $31,550.00 4480 Miscellaneous Income $10,161.10 4600 Grants $150,000.00 Total Other $208,608.89 Trades 4905 Traded Goods $29,746.38 4910 Traded Lodging $19,012.00 Total Trades $48,758.38 TOTAL REVENUES $2,343,892.06 EXPENSES Production - Direct 5135 Contract Labor $415,929.16 5205 Equipment Rental $8,242.96 5210 Facility $6,676.25 5380 Labor - Production $8,997.74 5405 Lodging $123,258.79 5525 Non-Social Food $46,620.80 5530 Per Diem $6,220.00 5565 Production - Costs $127,946.19 5730 Ticketing $39,895.32 5740 Transportation $109,451.96 Total Production - Direct $893,239.17 Production - Indirect 5080 Banners $1,308.12 5260 Insurance $2,152.07 5505 Merchandise $14,136.27 5535 Permits $100.00 5605 Rent $32,527.00 5645 Signs $2,329.25 Total Production - Indirect $52,552.71 G&A 5060 Bad Debt $1,218.00 5065 Bank Charges/CC Fees $21,792.13 5175 Dues & Subscriptions $310.00 5200 Entertainment $6,103.41 5235 Gifts $12,820.68 5265 Internet $0.00 5400 Legal $660.00 5410 Mail - Bulk/Direct $2,205.11 5415 Mail - Postage/Shipping $3,140.86 5495 Membership/Development Expense $10,522.14 5685 Software $139.96 5700 Supplies $3,499.52 5720 Cell Phone $50.00 Total G&A $62,461.81 Labor VIDF Labor $436,530.87 Total Labor $436,530.87 Marketing 5420 MKTG - Creative Development $6,814.36 5425 MKTG - Digital Advertising $28,483.57 5427 MKTG - Digital Dues/Subscriptions $606.71 5435 MKTG - Print Advertising $17,484.64 5440 MKTG - Team Expense $9,877.09 5445 MKTG - Photography $9,500.00 5446 MKTG - Printed Collateral $7,715.71 5460 MKTG - Public Relations $19,495.40 5465 MKTG - Radio $1,600.00 5470 MKTG - Market Research $5,500.00 5471 MKTG - TV Advertising $1,075.00 5472 MKTG - Video $25,768.08 5570 Program Production $20,000.00 Total Marketing $153,920.56 Social 5270 Invitations $1,627.84 5660 Social - Decorations $2,174.79 5665 Social - Entertainment $200.00 5670 Social - Food & Beverage $30,019.43 5671 Social - Fundraising Event $10,129.84 5675 Social - Other $4,137.50 5680 Social - Rentals $2,513.39 Total $50,802.79 Sponsorship 5635 Sales Team $10,037.57 Total Sponsorship $10,037.57 Talent 5710 Talent/Performers $494,186.00 Total Talent $494,186.00 Trades 5905 Traded Goods $29,746.38 5910 Traded Lodging $19,012.00 Total Trades $48,758.38 TOTAL EXPENSES $2,202,489.86 NET SURPLUS/(DEFICIT)$141,402.20 ANNUAL PLAN ON A PAGE – Vail Dance Festival 2017 1. Vision 2. Objectives 3. KPIs 4. Strategies 5. Tactics To be the most recognized and unique dance festival in the world. REVENUE: Grow audience numbers to increase number of tickets sold along with expanded revenue. Possible merchandise revenue can be found with co-branded items from marquee performers and/or visiting companies. AWARENESS: Increase overall awareness of the VDF for audience growth and acquisition with particular focus on drive markets, key feeder fly markets, international and cultural travelers. PARTNERSHIPS: Work with VLMD, Sales, PR and visiting dance companies to identify, create and leverage new partnerships on local, regional and national levels. (media partners, sponsors, cross marketing, government [CTO, TOV, etc…]). INNOVATION: Explore live-stream performance at VPAC or GRFA to broaden worldwide audience. Meet or exceed nightly ticket revenue for each of 10 performances at GRFA and VPAC. Increase earned media (PR) value by 10% to 2.65M impressions. Increase overall marketing impressions to by 10% to 280M. Grow social media channels: 10% increase in Facebook fans (15,610 – 17,100) - Increase post engagement by 50% (180,418 – 270,600) 10% increase in Twitter followers (2,875 – 3,100) 20% increase in IG followers (9,333 – 11,200) 10% increase in Email Database/Subscribers (8,861 – 9,700) 50% increase in Snapchat filter views (38,100 – 57,150) Start @ highest dynamic price w/ all shows (not just IE) with on-sale. Lower ticket prices will become available as time go on. Target potential ticket buyers in feeder markets (Texas, Florida, California, New York, Chicago and Toronto) through a strategic digital, social & PR campaigns. Capitalize on NY City Center and other “Vail Dance Remix” destinations’ marketing channels for cross-promotions. Target Front Range ticket buyers through regional partners, with emphasis on February on-sale. Focus online for core audience (most influential channels, highest ROI and highest conversion rates). Communicate key strategic messages through streamlined PR/Social efforts: On- Sale, Performances, Artist Updates, Company Updates, Premiers, Passes/Fan Club incentives, Fringe Festival Events, Master Classes. Increase Village and Valley-wide activation into TOV, TOA and BC, enhancing Festival atmosphere during and leading up to VDF. Target messaging to fit key audience dance style preferences. (classical, modern, street, etc.) Target top of funnel audience with broader “awareness” messaging first, then bottom of funnel audience with Festival details closer to on-sale. Expand digital and online presence through Capacity Interactive, SpotCo, boosted posts and other content providers. Identify expanded video and live-stream distribution strategy, budget depending. Communicate Festival details and Fan Club benefits to help drive healthy early-season sales. Ideas include: incentive for purchasing before April 1 like co-branded merch item or champagne at seats. Bring “Tix On Sale” forward to February 21 for Fan Club and February 28 for public on sale date. Include “support” CTA on all materials, including emails, rack brochure and print ads. Continuous social posting and sharing at least 2x per week throughout the year with the help of Kate Penner on FB, IG and Twitter . Increase “likers” engagement on social posts, in addition to increasing followers. Contract Capacity Interactive and/or SpotCo. Increase activity (esp social engagement) instead of traditional media buys. Execute PR strategy/plan with Jennifer Craig-Geisman & Tommy. Host key media partners during Festival window with help of Mylen PR and VLMD. Re-purpose VIDF video content to drive engagement throughout the year with enhanced voice-over commentaries shortened snippets for different media channels. Execute an expanded Tweet/Retweet strategy for Twitter, artist takeovers for Snapchat, live Facebook chats and Instagram strategy with integration of SpotCo feedback and coaching. Build on partnership with Bravo and VPAC; co-marketing opportunities (e.g. program book ad exchange). Research other festivals’ past experiences with webcasting. Reach out to their marketing personnel for extended insights and best practices, possibly ask for intro to The Met Opera’s staff through DW. Investigate SpotCo’s experience with Broadway shows. Create editorial calendar by first of the year and set up NY media/publication meetings for Damian to increase and leverage NY press relations as well as donor opportunities/engagements. Engage City Center marketing team for budget conscious cross- promotional efforts such as placing redirecting pixels on their website to serve digital ads and sharing social posts. Vail Dance Festival August 2017 Prepared for: Vail Valley Foundation Prepared by: Intercept Insight, LLC PO Box 2078 Avon, CO 81620 970.331.1086 www.interceptinsight.com Table of Contents Table of Contents Objectives …………………………………………………………………………………………………………………………………………………………..1 Methodology …………………………………………………………………………………………………………………………………………………….2 Overview and Summary …………………………………………………………………………………………………………………………………..3 Highlights …………………………………………………………………………………………………………………………………………………………….4 Detailed Findings Attendee Details ………………………………………………………………………………………………………………………………6 Recommendation (Net Promoter Score)………………………………………………………………………………………….12 Event Performance……………………………………………………………………………………………………………………………15 Media/Awareness …………………………………………………………………………………………………………………………….19 Spending Habits ……………………………………………………………………………………………………………………………….22 Attendance/Revenue Generation ……………………………………………………………………………………………………..26 Accommodations ……………………………………………………………………………………………………………………………..28 Geographical Data …………………………………………………………………………………………………………………………….31 Demographical Data ………………………………………………………………………………………………………………………….33 Summer-time Hobby………………………………………………………………………………………………………………………….40 Donor Preferences …………………………………………………………………………………………………………………………….42 VDF In-person Intercept Results ……………………………………………………………………………………………………….44 End of Report INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 The Vail Valley Foundation invested in a third party research company, Intercept Insight, LLC, to conduct a post event online survey for the 2017 Vail Dance Festival to help quantify decisions and increase performance related to the event. With this insight, the VVF will be able to develop objectives to increase the overall performance, market effectively, provide sponsors with valuable data regarding the event, and evaluate the revenue generation and spending habits of the participants. Objectives: Attendee details (e.g. reason for visiting Vail, prior visitation, loyalty) Intent to return Quantify recommendations Evaluate event performance Estimate spending habits Estimate revenue generation Understand media effectiveness/awareness Obtain demographical and geographical data Determine accommodations, nights stayed, town stayed in, etc. Venue access (e.g. drove, bussed, walked, etc.) Objectives 1INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 The Vail Valley Foundation and Intercept Insight determined that a post -event online survey was the best method fit for obtaining feedback from the attendees of the Vail Dance Festival . The VVF and Intercept Insight designed a core set of questions intended to meet the objectives of the study, including event specific questions. Once the survey was approved, the questions were programmed into an online survey design tool. The 2017 Vail Dance Festival was held July 29th –August 12th. Each performance during the Festival was a ticketed event, so email addresses were required when ticket reservations were made. The VVF provided those email addresses to Intercept Insight to use as the sample set for this study. The online survey was distributed to 2,644 email addresses on August 23rd. The survey was closed on September 19th, and the data was exported into a statistical software and prepared for analysis and reporting. Methodology 2INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Overview and Summary 3 It is important to remember that this is a tool for gathering opinions and feedback. Many of the results are presented in terms of percentages. Intercept Insight, LLC encourages readers to consider the overall direction that is suggested rather than only the statistics. Note that the margin of error is different for every single question response on the survey depending on the sample sizes, proportion of responses, and number of answer categories for each question. As a general comment, it is sometimes more appropriate to focus attention on the general trends and patterns in the data rather than on the individual percentages. The attendance during the Vail Dance Festival was approximately 22,768 over the course of the Festival. On average, the ticket holders attended 2.2 performances, which identifies that there were approximately 10,147 individuals who attended performances during the VDF. 433 surveys were conducted after the event, which provides a 4.6% margin of error at a 95% confidence interval with the data collected. 93% of the respondents came to Vail specifically for the VDF. 93% of the respondents are “Very” or “Extremely likely” to return to the VDF in the future. 23% of the respondents had not attended in the past, and of those, 82% are “Very” or “Extremely likely” to return in the future. The VDF achieved a Net Promoter Score of 87, with 89% of the respondents classified as “Promoters”. Overall Satisfaction with the VDF was high with a mean satisfaction rating of 4.7 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied. Of those who came to Vail for the VDF, 23% were locals and 70% were overnight guests. 68% of the attendees were from Colorado, and of the overnight guests who stayed in paid lodging (38% of total accommodations), 72% stayed in Vail. The average number of nights stayed by those staying in paid lodging in Vail was 3.5 nights, and the VDF produced approximately 3,506 room nights over the course of the event with an average nightly rate of $383. The estimated gross revenue generation was approximately $3.8M (+/-20%), producing approximately $313K in sales tax revenue to the Town of Vail. VDF website, email, and word-of-mouth were the most effective outlets for generating awareness, and 85% knew the VVF was the producer of the VDF. 37% attended with their spouse/significant other, and 25% attended with family (including children). The weighted average age of the attendees was 54.1. The average age of children under 18 in attendance was 11.1. 64% earn a household income of over $100K. 90% have at least a four year degree, and 90% own their home. Hiking, traveling, and rest/relaxation were the most mentioned favorite summer-time activities. The most commonly selected lifestyle categories were: Art/Culture, Traveler, Wine & Foodie Highlights 4 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Total completed surveys –433 Sample size provides statistical validity with an error rate of 4.6% at a 95% confidence interval Attendance –22,768 Estimated revenue generated for the Town of Vail -$3.8M (+/-20% error level should be considered) Net Promoter Score –87 Overall Satisfaction –4.7 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied) 93% of the attendees came to Vail, CO specifically for the VDF 77% of the attendees had attended the VDF in the past Average number of performances attended –2.2 93% are “Very” or “Extremely Likely” to return in the future 82% of the first-time visitors are “Very” or “Extremely Likely” to return in the future VDF website, Email, and Word-of-mouth were selected most when asked, “How did you hear about, and/or where did you see advertising for this event?” Locals –23% | Overnight Guests –70% (Came specifically for event) 72% of the attendees staying in paid lodging stayed in Vail Average nights stayed in paid lodging in Vail –3.5 Estimated number of room nights generated by the VDF –3,506 Estimated average nightly rate -$383 Weighted average age of attendees –54.1 | Average age of children < 18 in attendance –11.1 Favorite summer-time hobbies –Hiking, traveling, and rest/relaxation Lifestyle categories –Arts/Culture, Traveler, and Wine & Foodie Attendee Details Reason for Visiting Vail, CO 6INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 93% of the respondents came to Vail, CO specifically for the VDF in 2017. 70% of the respondents that came to Vail, CO specifically for the VDF were overnight visitors. 23% of the respondents that came to Vail, CO specifically for the VDF were Local visitors. 0% 20% 40% 60% 80% 100% Local In-State Day In-State Overnight Out-of-State International 47% 3% 23%26% 0% 49% 8% 21%21% 1% 51% 5% 25% 18% 1% 44% 6% 27% 21% 2% 27% 6% 42% 24% 1% 39% 4% 31% 25% 1% 26% 6% 39% 28% 1% 23% 8% 42% 27% 0% VDF -Came for Event by Market Segment 2010 2011 2012 2013 2014 2015 2016 2017 N =433 0% 20% 40% 60% 80% 100% Came for the Festival Heard about the Festival after I arrived 75% 25% 77% 23% 67% 33% 70% 30% 89% 11% 93% 7% 92% 8% 93% 7% VDF -Reason for Visiting Vail 2010 2011 2012 2013 2014 2015 2016 2017 N =433 Attendance 7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Reserved seating Lawn seating Both reserved and lawn seating 71% 14%15% 66% 18%16% 58% 26% 15% VDF -Ticket Type 2010 2011 2012 2013 2014 2015 2016 2017 N =433 0% 20% 40% 60% 80% 100% 43%40% 25%25% 20%20%18%18%17%17%16%16%14%13%10%9%9%6%4%3%2%2%2%2%1%1% VDF -Performance Attendance (Multiple Response) 2010 2011 2012 2013 2014 2015 2016 2017 Prior Attendance 77% of the VDF attendees are returning guests. 23% of the VDF attendees are first- time attendees. Respondents attended approximately 2.2 performances over the course of the Festival. 8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% First year Returning Guest 29% 71% 37% 63% 30% 70% 31% 69% 21% 79% 2% 98% 18% 82% 23% 77% VDF -Prior Attendance 2010 2011 2012 2013 2014 2015 2016 2017 N =433 0% 20% 40% 3% 31% 24% 21% 6%7% 4%2%2%1%2%0% 7% 34% 22% 15% 5%6%6% 1%1%1%2%2% 40% 21% 11%10% 7% 3%1%1% 5% 0%0%0% 37% 29% 12%10% 3%2%3%1%0%2% 47% 24% 12% 7%6% 1%1%1%1%0% 25%23%21% 8%9%7% 3%3%1%1%0% 37% 26% 11% 7%5%4%3%3%2%0%1%1% 42% 25% 9%7% 5%4%3%2%1%0%0%0%0%0%0% VDF -Number of Performances Attended 2010 2011 2012 2013 2014 2015 2016 2017 N =433 Intent to Return 9 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Not at all likely Not very likely Somewhat likely Very likely Extremely likely 3%3% 10% 17% 69% 1%2% 19%17% 61% 0%1%5% 37% 56% 2% 12% 28% 58% 1%1% 7% 17% 74% 1%1%5% 15% 78% 0%1%5% 16% 78% 0%1% 6% 22% 71% VDF -Intention to Return 2010 2011 2012 2013 2014 2015 2016 2017 N =433 On average, 93% of the respondents are 'Very' or 'Extremely Likely' to return in the future. 0% 20% 40% 60% 80% 100% Not at all likely Not very likely Somewhat likely Very likely Extremely likely 3%3% 10% 17% 69% 1%2% 19%17% 61% 0%1%5% 37% 56% 2% 12% 28% 58% 1%1% 7% 17% 74% 1%1%5% 15% 78% 0%1%5% 16% 78% 0%1% 6% 22% 71% VDF -First-time Attendees Intention to Return 2010 2011 2012 2013 2014 2015 2016 2017 N =433 On average, 76% of the first-time attendees are 'Very' or 'Extremely Likely' to return in the future. Travel/Access 10 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Drove Flew to Denver, took shuttle Flew to Denver, rented car Flew to Denver, other access Flew to Eagle/Vail, took shuttle Flew to Eagle/Vail, rented car Flew to Eagle/Vail, other access Other access (specify) 73% 3% 10% 5%1%3%4%2% 70% 4% 15% 5%1%2%2%2% 73% 2% 15% 4%1%2%1%2% VDF -Destination Access (Asked only of those who were non-local and non-day visitors) 2010 2011 2012 2013 2014 2015 2016 2017 N =311 0% 20% 40% 60% 80% 100% Yes No 22% 78% 27% 73% 28% 72% VDF -Shuttle Usage 2010 2011 2012 2013 2014 2015 2016 2017 N =433 Recommendation Recommendation The Net Promoter Score is calculated using data collected from the following question: “On a scale of 0 to 10, where 0=Not at all likely and 10=Extremely likely, how likely are you to recommend the Vail Dance Festival to a friend or family member? Those who rate a ‘9’ or ‘10’ are called “Promoters”. Those who rate a ‘7’ or ‘8’ are called “Passive Supporters”, and those who rate ‘0’ to ‘6’ are called “Detractors”. The Net Promoter Score (NPS) is calculated by subtracting the percentage of “Detractors” from the percentage of “Promoters”. 12INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0%10%20%30%40%50%60%70%80%90%100% 0=Not at all Likely 1 2 3 4 5 6 7 8 9 10=Extremely likely Likelihood to RecommendVail Dance Festival -Net Promoter Score Passive Supporters -9% Detractors -2% Promoters -89% 2010 NPS -83 2011 NPS -84 2012 NPS -87 2013 NPS -85 2014 NPS -84 2015 NPS -79 2016 NPS -89 2017 NPS -87 N =433 Recommendation 13INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 •2017 VDF -Increase Recommendation •Your good •You took ballroom out of program. Too much aerobic type dance. I enjoy the ballet and you have basically removed it. •We had lawn seating and the slope of the lawn was pretty steep. Besides that it was amazing! •We bought lawn tickets and it poured rain and we braved it out for 30 min but left and no transport carts or anything to get back to car •Start the performances earlier in the evening -they are too late at night! •Stage more American ballets like "Fancy Free." •Return to actual dancing, not a combination of part dance and mostly gymnastics •Recognized names performing •Offer a diversity of dance performances •More classical, character, period, ballroom dance •Make sure L.A. Dance Project is not performing. •Make more actual seating available and limit the number of tickets per purchaser •Make it more like a "festival". More street fest activities on the WEEKEND. •Less traditional ballet! •Less Ballet and more contemporary Dance. Loved the tap •Last years opening night had a better variety •It would have been great for more stuff to do during the day. Also for shows, it looks like they were pretty spread-out and on the weekend some shows were repeats so it limited when we could go to the first weekend. •It just depends on the performers and scheduling. •Increase stage time of Tiler Peck •I usually do the international evening of dance. This year I did the LA Dance project and I thought it was so-so. Not bad, but not as wonderful as I have seen in previous years. •I think that is a pretty good number. •I did tell friends and family •I did not like seeing repeat dances •Have less traditional ballet and bring back more International dances. The International Dances used to be GREAT, but now they are mostly US dances and traditional dances. •Fewer pas de duex more larger companies, bring in interesting folks like Hubbard st, Ballet X, Trey McIntyre, one's I don't know or aren't thinking of off there top of my head. What you did do well this year is get rid of the stupid TV 8 folks & the borig ballroom •Continue a partnership with the Breckenridge Music Festival •Can't think of anything •Bring back ballroom and a little less of Ballet X type groups. •Better parking and seating area •Better dancing •All modern dance •Adequate and affordable seating for senior attendees •Additional Modern Dance Event Performance Hierarchy of Customer Satisfaction Needs Basic Requirements Met Promised Requirements Met Satisfaction Scores from 4.5 –5.0 Attractive Surprises Met Satisfaction Scores from 1.0 –3.4 Satisfaction Scores from 3.5 –4.4 The Customer Delight Principle was designed to identify shortcomings within a business and to improve satisfaction. Satisfac tion can be measured along a continuum and can be broken out into three major points: •Discontentment –customers needs are simply not being met. •Merely Satisfied –meeting customers needs, but not doing enough to distinguish among competition. •Delighted –meeting and exceeding the customers needs and expectations Terry Keiningham and Terry Varva, 2001,The Customer Delight Principle, Google Book Search, viewed 6/23/2008, http://books.google.com/books?id=ot8oD9B2Ck8C&dq=cus tomer+Delight+Prinicple&pg=PP1&ots=VOXp3xEU0J&sig=9 VbRewC5X8MN3xs2vDpmuS9muNk&hl=en&sa=X&oi=book_ result&resnum=1&ct=result 15 Attribute Satisfaction Each person surveyed was asked to rate their satisfaction level with several attributes of the Vail Dance Festival on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied. This graph displays the percentage of those who rated a ‘4’ or ‘5’, as well as the mean satisfaction rating of each attribute. According to the Hierarchy of Customer Satisfaction Needs, the VVF has “Delighted” the attendees overall, and with the seating, service from the F&B staff, knowledge/friendliness of the staff/volunteers, and the quality of the performances, friendliness of the F&B staff, and value for the price paid for the performance. The respondents were “Merely Satisfied” with the quality of the merchandise, value for the price paid for merchandise, variety of the menu, quality of the F&B, and quality of the fringe festival events. 16 96%92%89%93%96% 75%79% 96%92%89%93%96% 75%79% 96%88%89%93%98% 75%75% 93% 69%77% 91%87% 4.5 4.4 4.4 4.6 4.2 3.7 3.9 4.8 4.6 4.5 4.6 4.8 4.2 4.3 4.7 4.5 4.5 4.6 4.8 4.1 4.1 4.6 3.9 4.1 4.5 4.4 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200% Vail Dance Festival -Event Attribute Ratings Percentage who rated a '4' or '5' 2015 Percentage who rated a '4' or '5' 2016 Percentage who rated a '4' or '5' 2017 Mean Rating 2015 Mean Rating 2016 Mean Rating 2017 Dance Preferences 17 INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 2015 2016 2017 2015 2016 2017 2015 2016 2017 2015 2016 2017 2015 2016 2017 Classical Ballet Contemporary Ballet Hip Hop/Street Dancing Tap Dance Modern Dance 18%14%13%18%15%16%12%16%20%21% 10% 18%16%14%20% 70%80% 73% 78%82%79% 65% 70%66%56%73% 75%75%79%71% 12% 6% 14% 3%3%5% 23% 14%14% 23%17% 7%9%7%9% VDF -Dance Styles Preferences Not Enough Just About Right Too Much Media/Awareness Media/Awareness 29INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 14% 50% 14% 0% 3% 6% 1% 14% 30% 14% 2% 7% 12% 2%4% 15% 53% 15% 0% 11% 1% 5% 1% 10% 5% 54% 5% 1% 17% 4% 0% 4% 1% 41% 38% 27% 38% 7% 17% 11% 9% 2%3% 0% 6% 2% 46% 61% 18% 61% 7% 20% 9% 6% 3%4% 0% 4%2% 44%44% 25% 44% 9% 17% 10% 6%6% 3%4%2% 0%1%0% 38%38% 26% 19% 13%13% 9% 5%5%4%3%2%1%1%0% VDF -Media/Awareness (Multiple Response) 2010 2011 2012 2013 2014 2015 2016 2017 2017 VDF -Media/Awareness "Other" Category Visit to Betty Ford Garden Video of Sergei Poulin dancing at a previous festival Silent Auction Event Repeat attendees Remix 2016 Partnership with BMF Googled for Ballet in Colorado Google search for misty Copeland performances:) Dance magazine Colorado Ballet Website Colorado Ballet CO to do search Can't remember Bravo book BalletX website Ballet dancer/ teacher -know it's happening Attend Vail Valley Dance Intensive in 2013 Artist's website Already familiar with itpp Social Media/VVF Awareness 20INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Facebook Instagram YouTube Other (please specify)Flickr 83% 27% 9%8% 1% VDF -Social Media Usage (Multiple Response) 2010 2011 2012 2013 2014 2015 2016 2017 0% 20% 40% 60% 80% 100% Yes No 67% 34% 62% 38% 77% 23% 73% 27% 90% 10% 98% 2% 86% 14% 85% 15% VDF -VVF Awareness 2010 2011 2012 2013 2014 2015 2016 2017 N =433 Spending Habits Spending Habits 22INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 This graph demonstrates the spending habits of those who came to Vail, CO specifically for the Vail Dance Festival and stayed in paid lodging. The accommodation spend is equal to only those who stayed in paid lodging in Vail, CO. $0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend $1,343,676 $463,721 $271,581 $170,897 $2,249,876 2017 VDF -Household Spending of Guests Staying in Paid Lodging Only those who came for the Event Lodging Spend is equal to only those who stayed in paid lodging within Vail. Spending Habits 23INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 This graph demonstrates spending habits of those who came to Vail, CO specifically for the Vail Dance Festival and stayed overnight somewhere other than in paid lodging (e.g. 2nd home, timeshare, friends/family, etc.). $0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 $700,000 $800,000 $900,000 $1,000,000 Dining Spend Retail Spend Activities Spend Total Spend $275,976 $91,804 $257,067 $624,847 2017 VDF -Household Spending of All Other Overnight Guests Only those who came for the Event Spending Habits 24INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 This graph demonstrates spending habits of Local and In-state Day visitors who came to Vail, CO specifically for the Vail Dance Festival. $0 $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 Dining Spend Retail Spend Activities Spend Total Spend $120,582 $14,638 $50,949 $186,169 2017 VDF -Household Spending of Local and In-state Day Visitors Only those who came for the Event Attendance and Revenue Generation Attendance and Revenue Generation 26INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 This graph represents the estimated Total Attendance, Total People, Total People (Came for Event), and Gross Revenue Generation for the Town of Vail. Total Attendance is the estimated number of people that attended over the course of the Event. Total People accounts for the average number of days people attended. Total People (Came for Event) accounts for the percentage of those who planned their trip to Vail, CO for the Event, and is the sample set used for the estimated Gross Revenue Generation. 2017 Vail Dance Festival estimated revenue generation for the Town of Vail: $3.8M (+/-20%). 15,649 17,590 18,000 16,700 20,760 19,937 22,138 22,768 5,839 6,230 10,705 9,947 9,353 7,930 8,971 10,147 4,379 4,733 7,815 8,057 8,354 7,380 8,253 9,467 $1,045,683 $1,274,153 $1,731,422 $3,266,211 $3,434,455 $3,058,615 $3,660,166 $3,819,892 $(1,500,000) $(500,000) $500,000 $1,500,000 $2,500,000 $3,500,000 $4,500,000 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 2010 2011 2012 2013 2014 2015 2016 2017 VIDF -Estimated Attendance and Revenue Generation Total Attendance Total People Total People (Came for VIDF)Gross Revenue Generation Accommodations Accommodations 28INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Paid Lodging Friends/Family 2nd Home Timeshare Primary Residence Other Day Trip 23% 10%14% 5% 48% 2% 23% 13%15% 7% 37% 6% 20% 8% 17%17% 34% 1%4% 26% 7% 19% 11% 31% 0% 5% 36% 7% 21% 7% 24% 1%5% 22% 5% 28% 4% 36% 1%4% 35% 7% 22% 6% 24% 1% 6% 38% 9% 18% 6% 21% 1% 7% VDF -Accommodations 2010 2011 2012 2013 2014 2015 2016 2017 N =433 0% 20% 40% 60% 80% 100% 1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+ 25%22%24% 10%6% 13% 19% 32% 23% 5%4% 18% 28%23%22% 4%2% 21% 26% 15% 22% 7%12% 19% 41% 27% 14% 7%7%4% 34% 20%21% 10%7%9% 30%34% 15% 8%7%5% 47% 26% 8%6%8%4% VDF -Nights Stayed Categories (All Accommodations) 2010 2011 2012 2013 2014 2015 2016 2017 N =408 Average nights stayed (all accommodations) -4.1 Average nights stayed (paid lodging in Vail) -3.5 Accommodations 29INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% 57% 12%10% 7% 0%1% 6% 1%2%1% 58% 5% 16% 9% 2%1% 3% 1%0%2% 61% 9% 12% 3%1%0%2% 4% 1%0% 66% 8%7% 3% 1%1%1% 3% 1% 63% 9% 5% 8% 2%4%2%2%0%0% 59% 7% 13% 6% 2% 5%3%4% 1%1% 65% 10% 5%6% 2%3%2%2%2%0%2%0% 59% 10% 5%4%4%3%3%2%2%2%2%1%1%1%1% VDF -Town Stayed In (All Accommodations) 2010 2011 2012 2013 2014 2015 2016 2017 N =312 Geographical Data Geographics 31INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Colorado Resident Non-Colorado Resident 68% 32% 64% 36% 67% 33% 63% 37% 67% 33% 70% 30% 67% 33% 68% 32% VDF -State of Origin 2010 2011 2012 2013 2014 2015 2016 2017 N =433 0% 20% 40% 60% 80% 100% Local In-State Day In-State Overnight Out-of-State International 44% 3% 22% 30% 1% 37% 6% 22% 34% 1% 34% 4% 28%32% 1% 31% 5% 27% 34% 3% 24% 5% 39% 30% 2% 36% 4% 30%29% 1% 24% 6% 37%32% 1% 21% 7% 40% 31% 0% VDF -Market Segment 2010 2011 2012 2013 2014 2015 2016 2017 N =433 Demographical Data Demographics 33INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 79% of those attending with “Family (including children)” were attending with children under 18. The average number of children under 18 in attendance per family was 1.7. The average age of children under 18 in attendance was 11.1. 0% 20% 40% 60% 80% 100% Self Spouse/significant other Friends Only Family (including children) Family (not including children) Group/work colleagues Family and friends 10% 34%31% 14% 6%1%5%6% 36% 21% 14%8% 1% 15% 9% 27% 20%25% 10% 1% 7%9% 36% 22%17% 9% 2%6%7% 42% 21%22% 6%2%4% 44% 26% 19% 7% 0% 8% 39% 24%20% 9% 0%5% 37% 22%25% 9% 1% VDF -Who Attended With 2010 2011 2012 2013 2014 2015 2016 2017 N =433 0% 20% 40% 60% 80% 100% Yes No 63% 37% 85% 15% 75% 25% 69% 31% 69% 31% 79% 21% VDF -Attended With Children < 18 (Asked only of those who attended with "Family (including children)") 2010 2011 2012 2013 2014 2015 2016 2017 N =107 Demographics 34INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Married w/ children living at home Married w/ children not living at home Married w/o children Single w/ children living at home Single w/ children not living at home Single w/o children 20% 39% 10% 3%5% 23%19% 41% 11% 1%6% 22% 28% 37% 8%5%5% 17% 24% 50% 11% 0%5% 10% 18% 43% 14% 3% 10%12%13% 52% 13% 1%6% 14%13% 44% 17% 3% 8% 15%17% 39% 16% 4% 9% 16% VDF -Family Status 2010 2011 2012 2013 2014 2015 2016 2017 N =428 0% 20% 40% 60% 80% 100% Own Rent 82% 18% 86% 14% 91% 9% 95% 5% 92% 8% 97% 3% 91% 9% 90% 10% VDF -Own vs. Rent Primary Residence 2010 2011 2012 2013 2014 2015 2016 2017 N =413 Demographics 35INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Some High School High School Some College Associates Degree (2 year)Bachelor's Degree (4 year)Post Graduate Degree 3%4%2% 48% 43% 1%2%4%4% 41% 48% 3%4%2% 34% 56% 0%1% 6%4% 33% 55% 6%3% 36% 55% 1%1%4%4% 32% 58% 0% 7%4% 37% 53% VDF -Education Level 2010 2011 2012 2013 2014 2015 2016 2017 N =424 0% 20% 40% 60% 80% 100% Student $0-$24,999 $25,000-$54,999 $55,000-$74,999 $75,000-$99,999 $100,000-$199,999 $200,000-$499,999 $500,000+ 7% 1% 10%10%13% 25%23% 12% 1% 7%8% 19% 33% 22% 11% 2%3%6%9%14% 27%27% 13% 1%1%4%6% 15% 29%27% 18% 1%1% 9%9% 15% 25%28% 12% 2%2% 8%12%13% 30% 24% 10% VDF -Income Categories 2010 2011 2012 2013 2014 2015 2016 2017 N =363 Demographics 36INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Male Female 33% 67% 44% 56% 30% 70% 38% 62% 20% 80% 25% 75% 32% 68% 33% 67% VDF -Gender 2010 2011 2012 2013 2014 2015 2016 2017 N =419 0% 20% 40% 60% 80% 100% 18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 1%4% 13%14%17% 28% 22% 1%2% 15%17%15% 20% 29% 0%3% 9%9% 21%26%30% 2%6% 15%20% 26%31% 0%1%3% 10%15% 33%37% 5% 15% 25% 54% 1%0%4% 9%13% 32% 41% 2%4%8% 17% 25% 43% VDF -Age Categories (Does not include children < 18) 2010 2011 2012 2013 2014 2015 2016 2017 N =408 Average age of attendees -54.1 Average age of children < 18 -11.1 Demographics 37INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Asian Black/African American Hispanic/Latino White/Caucasian Other Prefer not to answer 1%2% 95% 1%1%1%2% 93% 2%2%0%2% 89% 1%5% VDF -Ethnicity 2010 2011 2012 2013 2014 2015 2016 2017 N =408 0% 20% 40% 60% 80% 100% English Spanish Russian French Chinese Other 98% 1% 99% 1%1% 98% 0%0%0%0%1% VDF -Language 2010 2011 2012 2013 2014 2015 2016 2017 N =423 Demographics 38INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Yes No 18% 82% 12% 88% 13% 87% VDF -Are you, or your spouse/significant other a veteran, or active military personnel? 2010 2011 2012 2013 2014 2015 2016 2017 N =412 0% 20% 40% 60% 80% 100% Arts & Culture (dance, music, Theatre) Traveler Wine & Foodie Sports Enthusiast (hiking, biking, skiing) Health & Fitness Music Festival Enthusiast Home Enthusiast (gardening, pet owner, avid reader) Outdoor Enthusiast (camping, hunting, fishing) Investment & Money Hobbies & Interests (collector, crafts, home shop) Craft Beer Enthusiast Other (specify)Tech Enthusiast 70% 46%42% 51% 44% 30% 21% 12% 7%7%7% 77% 51% 38% 58% 44% 34% 28% 15%13% 7% 3%2%4% 80% 44% 39% 47% 42% 36% 25% 20% 10%7%6%6%6% 79% 47%44%44%40% 29%26% 21% 9%9%7%5%3% VDF -Lifestyle Categories (Multiple Response) 2010 2011 2012 2013 2014 2015 2016 2017 Favorite Summer-time Hobby Favorite Summer-time Activities 40INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Hiking Traveling Rest/Relaxation Attending festivals Music Festivals Yoga Cooking Grilling Swimming Golf 40% 7% 1% 9% 27% 56% 6%5% 8% 17% 61% 22%23% 14% 6%5% 14% 19% 68% 62% 47% 52% 58% 34%33% 26%25% 71% 54% 51% 46% 53% 29% 32% 27% 33% 69% 57% 50% 43% 46% 30% 26% 29% 24% 69% 65% 48% 43%42% 32%31% 29%27%25% VDF -Top 10 Favorite Summer-time Activities (Multiple Response) 2010 2011 2012 2013 2014 2015 2016 2017 Donor Preferences Donors 42INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 0% 20% 40% 60% 80% 100% Yes No 37% 63% 22% 78% 20% 80% VDF -Are you a current VVF donor? 2010 2011 2012 2013 2014 2015 2016 2017 N =433 Vail Dance Festival In-person Intercepts 44INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Attendance 0% 20% 40% 60% 80% 100% Lawn seating Reserved seating 45% 55% 67% 33% VDF -Ticket Type (In-person Intercept) 2010 2011 2012 2013 2014 2015 2016 2017 N =111 0% 20% 40% 60% 80% 100% 1 performance 2 performances 3 performances 4 performances 5 performances 6 performances 7 performances 8 performances 12 performances 44% 22%17% 7%3%3%2%1%2% VDF -Number of Performances Attended (In-person Intercept) 2010 2011 2012 2013 2014 2015 2016 2017 N =111 45INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Net Promoter Score 99 0 10 20 30 40 50 60 70 80 90 100 0% 20% 40% 60% 80% 100% 2017 Net Promoter ScoreRecommendation DistributionAxis Title VDF In-Person Vail -Net Promoter Score Promoters Passive Supportors Detractors Net Promoter Score 46INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Awareness 0% 20% 40% 60% 80% 100% Yes, VVF No Yes, Other 80% 20% 67% 23% 10% VDF -VVF Awareness (In-person Intercept) 2010 2011 2012 2013 2014 2015 2016 2017 N =111 0% 20% 40% 60% 80% 100% 58% 31% 3% 16% 10% 3%1%1%4%1%2%6%1% 43% 20%19% 5%4%3%3%3%2%2%1%1%1% VDF -Media/Awareness (In-person Intercept) 2010 2011 2012 2013 2014 2015 2016 2017 47INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086 Who Attended With/Age Categories 0% 20% 40% 60% 80% 100% 18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 2%2%5%8% 17%21% 44% 2%7%11% 20%24%21%16% VDF -Age Categories (In-person Intercept) 2010 2011 2012 2013 2014 2015 2016 2017 N =92 Average age of respondents -48.3 0% 20% 40% 60% 80% 100% Self Spouse or significant other Friends Only Friends and Family Family (including children) Family (not including children) Group 9% 42% 21% 10%8%9% 1%6% 43% 19%13%12%6%1% VDF -Who Attended With (In-person Intercept) 2010 2011 2012 2013 2014 2015 2016 2017 N =111 End of Report https://nyti.ms/2vgxlhc DANCE Review: At Vail, Female Choreographers Feed the Mighty River of Dance By ALASTAIR MACAULAY AUG. 8, 2017 VAIL, Colo. — Is the sociology of the dance world changing? The last two years have brought many more commissions for female choreographers. English National Ballet made a splash in 2016 with an entire program of new choreography by women. And this year’s “NOW: Premieres” program at the Vail Dance Festival here was subtitled “Celebrating Women Choreographers.” Does this sound like mere tokenism? It’s worth pointing out that all four of these female dance-makers — Michelle Dorrance (this year’s artist in residence), Lauren Lovette, Claudia Schreier and Pam Tanowitz — have worked at the festival before. Ms. Dorrance, the tap prima, proves the most mature and engaging of the four. Her piece, “we seem to be more than one,” occupying the whole second half of the program, turned the motley crew of guests at Vail, which draws performers from all over the country, into a true company. Dancers of flamenco, Memphis jookin, virtuoso modern dance, tap and from several ballet companies — as well as the clown Bill Irwin — were all put through their tap paces. Ms. Dorrance gave them room to show their home idioms, but demonstrated how these other tributaries fed into the great tap river. Review: At Vail, Female Choreographers Feed the Mighty River of Dance... https://www.nytimes.com/2017/08/08/arts/dance/vail-female-choreograp... 1 of 3 10/30/2017 2:12 PM So Tiler Peck, a principal at New York City Ballet, appeared in point shoes and later in tap ones; James Whiteside (American Ballet Theater) and Roman Mejia (soon to be a City Ballet apprentice) knocked off double air turns as if erupting irrepressibly. Elena Heiss delivered the rapid-fire footwork of her flamenco specialty as if it were tap’s closest cousin. Ms. Dorrance danced a charming vaudeville-type trio with Mr. Irwin and the festival director, Damian Woetzel (a former City Ballet star). Herman Cornejo (American Ballet Theater) did a circuit of low jumps, as if concentrating on the friction between shoes and ground. Nobody looked gauche; everyone seemed released. In a marvelous finale, the dancers became a three-part tap orchestra, with front, middle and back rows making quite different physical styles combine, polyphonically. (You have to smile when you see a final ensemble in which Mr. Cornejo, Ms. Peck and Mr. Whiteside — top ballet stars — are in the second and third rows.) And “we seem to be more than one” wasn’t just festival fun. It also showed Ms. Dorrance’s skill with geometries and overlapping group rhythms. The most experimental of the four choreographers was Ms. Tanowitz, who contributed two premieres. A modern-dance choreographer who uses aspects of the ballet vocabulary, she said in an interview with The New York Times last year: “There is the famous quote from Balanchine: ‘Ballet is Woman.’ Well, it’s a woman made by a man.” For the “NOW” program, she used ballet’s single most defining feature: pointwork. This was in “For Patricia,” a solo conceived and created at short notice for Patricia Delgado (former principal of Miami City Ballet) to Bartok music for two violins. Pointwork apart, it abounded in piquant, intricate changes of rhythm and direction: Ms. Delgado looked elegant, wholly unpredictable, commandingly playful. In Ms. Tanowitz’s other creation, “Entr’acte,” she played games with gender. Jared Angle, Jeffrey Cirio and Calvin Royal III took turns partnering one another in different ways, and each had vividly individual steps. (They all did, in unison, gargouillades — foot-flourishing sideways jumps that used to be exclusively for female dancers.) When Melissa Toogood arrived, she seemed at once central and peripheral, a forceful presence unsure of how to fit into this group until she danced a Review: At Vail, Female Choreographers Feed the Mighty River of Dance... https://www.nytimes.com/2017/08/08/arts/dance/vail-female-choreograp... 2 of 3 10/30/2017 2:12 PM duet with Mr. Angle. Yet that didn’t resolve matters. In the dance’s most memorable image, the men, backs to the audience, slowly but steadily paced to the back of the stage while she, facing us, moved in a sharper, livelier tempo — separate but strong. The scores for “Entr’acte” (string quartet) and Ms. Lovette’s “Angels of the Get-Through” (solo violin and spoken poetry) were by Caroline Shaw, another returning Vail artist, who is to be next year’s composer in residence. Though her “Angels” score resembles Arvo Pärt too much for comfort, her “Entr’acte” music has a marvelous range of sonorities: One whole section is played pizzicato; another keeps the violin in the highest section of its register. Ms. Lovette, a City Ballet principal, has often visited Vail as a dancer; this time, she was here as a choreographer, too. It was impressive how nonconformist her “Angels of the Get-Through” work was: four women, with some sequences of mutual partnering and supportiveness, moving to a combination of poetry and music (with no men). But the spoken word usually upstages dance. Certainly, it did so here. Andrea Gibson read her own poems, exercises in sentimental emotionalism, with a throbbing, exaggerated tremolo. Claudia Schreier’s “Tranquil Night, Bright and Infinite” was a neat dance quintet (three men, two women) to Leonard Bernstein’s Sonata for Clarinet and Piano, with lovely little moments of geometry and musical timing. But everything looked too concerned with tastefulness. Politeness and polish ruled; human energies were reduced to inoffensive good form. Correction: August 11, 2017 A dance review on Wednesday about the “NOW: Premieres” program at the Vail Dance Festival referred incorrectly to the choreographer Pam Tanowitz’s use of pointwork in the solo dance “For Patricia.” She has used it before; this was not the first time. A version of this review appears in print on August 9, 2017, on Page C2 of the New York edition with the headline: Women, Choreographing but Not Conforming. © 2017 The New York Times Company Review: At Vail, Female Choreographers Feed the Mighty River of Dance... https://www.nytimes.com/2017/08/08/arts/dance/vail-female-choreograp... 3 of 3 10/30/2017 2:12 PM https://nyti.ms/2uwRZ90 DANCE |CRITIC'S NOTEBOOK Where Dancers Shine Beyond Their Usual Specialties By ALASTAIR MACAULAY AUG. 6, 2017 VAIL, Colo. — Since the two galalike signature events of the annual Vail Dance Festival were star-studded, it’s tempting to survey them just by dropping names. After all, on Friday here, Misty Copeland (never more mettlesome) and Marcelo Gomes (richly smoldering) danced Twyla Tharp’s “Sinatra Suite,” followed by Misa Kuranaga (lightly brilliant) and Herman Cornejo (panache itself) in the war horse “Don Quixote” pas de deux. Saturday’s program ended with Tiler Peck dancing George Balanchine’s “Tschaikovsky Pas de Deux” with Jeffrey Cirio. Dazzling and charming artists both, they reached fresh peaks here; Ms. Peck (of New York City Ballet), in particular, has reached new zones of subtle artistry and breathtaking speed. This meeting of artists from different companies — Ms. Kuranaga represented Boston Ballet; Mr. Cirio, Ms. Copeland, Mr. Cornejo and Mr. Gomes are all American Ballet Theater members — has been a well-established Vail tradition since Damian Woetzel became artistic director in 2005. But what good performing artist wants to perform in one genre alone? Another Vail/Woetzel tradition has been to extend established artists far beyond their specialties. The “Don Quixote” pas de deux is actually the biggest cliché in Mr. Cornejo’s repertory. Though he does it with boundless éclat, its bravura is what audiences in both Vail (where he and Ms. Kuranaga danced it in 2010 and 2012) and New York know he can do perfectly well. No surprises there. On Saturday night, however, he made his first venture into material by the modern-dance choreographer Merce Cunningham — a duet from “Scenario” (1997). Where Dancers Shine Beyond Their Usual Specialties - The New York ... https://www.nytimes.com/2017/08/06/arts/dance/where-dancers-shine-b... 1 of 3 10/30/2017 2:10 PM His partner here was Melissa Toogood, who danced with Cunningham’s company from 2007 to 2011, its final five years. Mr. Cornejo, bringing exceptional spring to his jumps, seemed to relish its slow falls off balance and upper-body complexities, too. The intricacy of each dance phrase became newly fascinating. Ms. Toogood — luscious, sharp, powerful — displayed all her role’s physical self-contradictions. Best of all, both of them kept everything suspenseful; the duet seemed far too short. Adventures of this kind are what has made Vail legendary in today’s dance world. These two evenings, presented in the open-air Gerald R. Ford Amphitheater, demonstrate an even larger achievement. The festival, running through Saturday, shows every stage of a dancer’s career. Stars are merely one part of it. Friday began, as has often happened in previous years, with dozens of children moving in elaborate formations in a “Celebrate the Beat” number. (This time their ensemble was joined by the master clown Bill Irwin.) And each year, some of the most remarkable Vail performances come from junior dancers. Roman Mejia, who graduated from the School of American Ballet in June, is still only 17; later this month he starts as an apprentice at New York City Ballet. On Friday night, however, he became a name on many Vail lips as he danced Edward Villella’s exuberant role in Balanchine’s 1964 “Tarantella” pas de deux. On Saturday, creating a role in the world premiere of Matthew Neenan’s “Farewell” (to Leonard Bernstein music), he did an unanticipated multiple pirouette of bewildering velocity before bouncing blithely into brilliant jumps. Mr. Mejia is already a character — he has sweetness, attack, elevation, courtesy, all to a high degree — as well as a technician. It’s wonderful to see him given these important breaks so soon in his career. Likewise Unity Phelan, a City Ballet dancer of startling watch-me allure, danced on Friday the pas de deux from Balanchine’s “Agon” with the coolly authoritative Calvin Royal III of Ballet Theater. (Both of them have recently become soloists in their companies.) On Saturday she — febrile, vulnerable, decisive — performed the “Liberty Bell” pas de deux from Balanchine’s “Stars and Stripes” with Cory Stearns, an established Ballet Theater principal. She delivered its witty eccentricities with Where Dancers Shine Beyond Their Usual Specialties - The New York ... https://www.nytimes.com/2017/08/06/arts/dance/where-dancers-shine-b... 2 of 3 10/30/2017 2:10 PM glowing elegance; Mr. Stearns, gorgeously understated throughout, wound up one multiple turn with a marvelously slow final revolution that ended as if hovering. Making Vail debuts were two appealing and bright-eyed young luminaries of Britain’s Royal Ballet, Francesca Hayward and Marcelino Sambé. On Saturday, while a near-full moon shone above the pine-clad peaks behind the outdoor stage, they brought all the right headlong rapture to the balcony scene from Kenneth MacMillan’s “Romeo and Juliet”; on Friday, they danced a short suite of richly fragrant dances from Frederick Ashton’s pure-dance “Rhapsody.” Mr. Sambé is a lovable little powerhouse; Ms. Hayward has the ballerina’s secret of seeming to take the audience into her heart. Most music was live. The pianists Cameron Grant and Kurt Crowley, the singer Kate Davis, the Brooklyn Rider string quartet and the guitarist Gabe Schnider made it all sound newly minted. Michelle Dorrance, this year’s artist in residence, makes her own music as she taps, tough and delicious. Throughout “8000 Feet on the Ground,” her solo improvisation on Saturday, she superbly changed meter and dynamics. Whenever the audience applauded one of her feats, she coolly changed tack. Correction: August 6, 2017 An earlier version of this article erroneously described a performance on Saturday as the Vail Dance Festival’s first venture into material by the choreographer Merce Cunningham; an arrangement of his choreography was presented at the festival in 2016. A version of this article appears in print on August 7, 2017, on Page C2 of the New York edition with the headline: High in the Rockies, Dance Shines. © 2017 The New York Times Company Where Dancers Shine Beyond Their Usual Specialties - The New York ... https://www.nytimes.com/2017/08/06/arts/dance/where-dancers-shine-b... 3 of 3 10/30/2017 2:10 PM