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Home My WebLink About12. 2017 Vail Arts Festival RecapEvent Recap: Vail Arts Festival 2017 Cultural, Recreational & Community Category August 2, 2017 Vail Arts Festival: June 23-25, 2017 Laurie Asmussen Phone: 970.376.3756 laurie@vailartsfestival.com 2 Feel free to replace this photo with one of your event Overall Event Highlights & Successes 3 •Successfully hosted 78 artists, resulting in greater variety of art for guests to view •Promoted Lionshead restaurant, retail specials and live music to Festival-goers throughout weekend •Increase in attendance over 2016 by 30% •Seven Eagle County artists were featured as part of show •Expanded marketing beyond Vail Daily printed promotions to include digital marketing and TV8 advance and day-of interviews featuring artists •Successfully staged Vail Family Fun Fest with great results Estimated Attendance Results 4 •Estimated attendance: 18,156 •Based on parking structure vehicle counts provided by TOV: •Number/percentage of people who came specifically for event: 49% •Number/percentage of people who attended the event last year: 53% Estimated Attendee Profile Results 5 •Attendees came from (local, regional, out of state, international): Local 48% In-State Day 12% In-State Overnight 16% Out-of-State 24% Estimated Spending Results 6 •Estimated average spending per person: •Dining: $11.48 •Shopping: $9.34 •Lodging: $259/average room rate •Other Activities: $9.97 •Total average spending per person: $289.79 •Town of Vail spending the event/program generated: $ 965,000(+/- 20%) NPS (Net Promoter Score) 7 Attendee Response: How likely is it that you would recommend this event to a friend or colleague? NPS 60 (67% of attendees were “Promoters”) The NPS Calculation Calculate your NPS using the answer to a key question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague? Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. Event Strengths & Weaknesses 8 •How did the event exceed expectations? - Quality of Art; Improved site layout/using more of Arrabelle property and Bus Stop location, due to fire lane restrictions within site; Lionshead restaurants hosting live music during event •What are areas for event improvement? - Continue to work with Lionshead businesses to improve layout and add additional features to the event; Youth programming; Improve Public Relations program/feature stories and artist spotlights •How did this year’s event compare to last year? - Attendance is up 30% over 2016. Sales tax numbers are not fully reported yet Vail Brand Compatibility The Premier International Mountain Resort Community 9 •How did the event /program support the Vail Brand? The event met the standard of excellence by: •An arts & culture event •A juried art show targeting artists representing interesting disciplines who travel from throughout the Country •Professional marketing materials Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 10 •How did the event impact Vail’s sense of community? - The Festival traditionally invites local artists to jury into the show - Local artists are highlighted in the Festival site by location - We feel it is important to fold Lionshead businesses into the site plan for a more successful flow of traffic through the show - Coordinated with Vail Family Fun Fest Topline Marketing Efforts 11 •What are the top 3 successful marketing tactics, executions or results from your event/program? - Digital advertising via Vail Daily website to enhance print promotion - TV8 advertising package featuring on-site live and taped artist interviews - Social media promotional tie-ins and Facebook posts during event featuring artists and imagery •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 12 •How do you see the event evolving next year? -Incorporate additional activities that have been suggested by Lionshead restaurants and retail shops -Youth art programming -Interactive programming for visitors •What sponsors do you plan to target next year? -Sponsors looking for on-site activation •How will you leverage media exposure and extend the marketing reach next year? -Specifically targeting advertising and improved public relations plan Sustainability Efforts 13 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? - All signs and banners were re-used, including roundabout and street banners; reusable grocery bags were distributed to patrons •What waste reduction methods were used during your event/program? - Additional recycling receptacles were placed throughout venue; minimal printing of paper products—used directional signage •How could you improve on sustainability efforts for next year’s event? -Target a water bottle sponsor to provide refillable water bottles for spectators 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, Event Budget 14 * Event producer to attach detailed budget for recap Item $ Total Event Budget: $30,000 CSE Funds: 8,000 Cash Sponsorship (not CSE): - 0 - In-kind Sponsorship: - 0 - Marketing Budget: $9,685 Profit & Loss: $6,000 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, staffing Additional Information/Appendix 15 •Provide detailed budget in the Appendix •Provide final marketing plan in the Appendix •Provide any additional information or marketing materials you think the CSE would benefit from 2017 Vail Arts Festival Event Budget Revenues: CSE Contribution $ 8,000 Artist vendor fees 28,125 Sponsorship (cash) - 0 - Merchandise Sales 437 Total Revenues: $ 36,562 Expenses: Advertising/Promotions $ 9,685 Ad Design/Vail branding Printing/posters/brochures Local Newspaper print ads Digital advertising Event supplies 2,250 Event Signage Street banners/additional Children’s activities/entertainment Operating Expenses Website development/updates 2,835 Artist site expenses Town of Vail business license fees 3,450 Security 1,820 Administrative Expenses 10,458 Staffing Permits Insurance Total Expenses: $ 30,498 2017 Vail Arts Festival Marketing Plan Collateral: • Commemorative Festival Poster • Promotional Poster • Event postcards • West Vail Roundabout banners • Lionshead Street banner • Tear drop promotional banners Newspaper advertising: Vail Daily print ads: ¼ page, ½ page and Full Page Frequency: 3-4 days per week/3 weeks prior to event Digital/Social Media Advertising: • Vail Daily Digital Ads, Search Retargeting & Site Retargeting ads focused on Denver/Front Range and Boulder areas • Facebook advertising • Online calendar listings (both local and Denver) • Facebook posts during event featuring artists and imagery • Public Relations: Press Release distribution via PR Newswire & Journalist Service in Denver Market.