HomeMy WebLinkAbout13. 2017 Vail Family Fun Fest RecapVail Family Fun Fest 2017
Cultural, Recreational & Community Category
Presented on September 6, 2017
Vail Family Fun Fest 2017
Saturdays, June 24 to August 5, 2017
J. Brian Hall
Event Producer
Blue Creek Productions, Inc.
Office: 970.328.5855
Mobile: 970.376-2594
brian@bluecreek.com
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A photo with my friend Devon from Miami, who comes each year.
Overall Event Highlights & Successes
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• Net Promoter Score (NPS) of 56%
• Increased aCendance by 16% over previous
year.
• Successfully expanded event acIviIes resulIng
in enhanced guest experience
• Large increase in our event influencing the
guests decision to visit Vail. From 20% to 43%
above the half way mark.
• 81% of our overnight guests stay in Vail
lodging.
Blue Creek Productions – In-House Surveys
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Blue Creek ProducIons’ VFFF In-house Surveys:
Are you?
VacaIoning: 71% Local: 10% Second Homeowner: 19%
How did you find out about us:
Internet: 34%
Hotel/Concierge: 28%
Newspaper: 14%
visitvailvalley.com: 10%
Word of Mouth: 10%
Vail Info desks: 2%
Magazine: 2%
Is this your first visit to Vail?
Yes: 17% No: 83%
Would you return to our event?
Yes: 100% No: 0%
Do you feel the event was fun?
Yes: 100% No: 0%
Blue Creek Productions – In-House Surveys
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VFFF 2017 – Select Survey Comments
• This is why we love Vail, The community acIviIes and events!
• Kids say this is best place ever! Very Fun! Thank you!!!
• Great free fun for kids
• AcIviIes were great, contests surprised and delighted
• Super fun, kids don’t want to leave, coming back next week.
• We come every year, Thank You!
• My kids loved the contests and the science tent
• Amazing! Fabulous staff & awesome acIviIes
• We’ve aCended many Imes and we love it.
• Fun, energeIc staff, kids enjoyed it!
• My grand kids enjoyed it
• Our kids love it. Can’t wait for the event, Great job! Keep it up!
• Have 3 kids – 9, 6, 2 years, they all loved it
• Our kids look forward to coming to the Lionshead event each Ime we come to
Vail in the summer! More family events in the Village. It doesn’t seem as kid-
friendly as Beaver Creek – but it has goCen beCer in recent years.
• Love that everything is actually FREE. We tried every acIvity because we could.
We have 3 kids and can’t pay to do several things each! More events like this!
• Outstanding, Unbelievably fun – engaging. So much fun. Amazing acIvity, please
keep doing it. This is perfect.\
• Nice to have a free family fun fesIval to aCend.
• Tons of choices for the kids. Kids had a great Ime. We appreciate the fun stuff.
• Excellent! Absolutely fantasIc.
• We come every year!
Questions from CSE
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• The CSE will ask quesIons about your event and recap
• Leave this blank – it’s a placeholder
Attendance Estimate
7
• We were aiming at an aCendance increase of 10%, but
reached 16% increase
• We will focus on the following to increase aCendance next
year –
• Create cross promoIon partnerships with other Vail
events and venues in the family market.
• Work closer with hotels to “invite” (capture) their family
guests to our event.
• Hire consultant/advisor to help make social markeIng
more impacpul. Good area to invest in.
Visitor Type
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• This was the visitor type split we expected. Heavy on Overnight Visitor. We showed a
100% increase in “Day visitor to Vail”.
• We work hard with the Vail and down valley hotels to capture their family guests. We
visit Vail hotels and push a lot of promoIonal materials towards them.
• Our Hotel Concierge Program helps us aCract/invite their overnight guests.
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
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• What measures did you take to
encourage aCendees to book
lodging in the Town of Vail?
• All promoIonal materials
featured had Vail Lodging info.
Event website had front page link
to Vail lodging info.
• We have worked with lodges to
supply them with dynamic photos
and event info that they could use
to influence potenIal guests.
Overall Visitor Profile
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• Who was your anFcipated target
demographic?
• • Young, acIve lifestyle, upscale families
• Did you reach your target demographic?
• Yes
• Next year - More social and internet
markeIng. More partnering with other Vail
events and merchants/lodges aiming to
capture the same demographic guests with
joint markeIng efforts. And a push to family
travel blogs to get story placement.
Role/Importance of Event in Intent to Visit Vail
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We work to have a strong internet and social presence to be seen by our family guests. We
work with the lodges to give them our event info & dynamic photos to show their
prospecIve guests the energy of our event and that it is free. We work to make the event
as good as it can be, and provide it free, so we can help influence the family traveler to
choose Vail, to choose a Vail Lodge and to choose our Vail event. We will conInue to work
as partners with the Vail lodging community to help move guests to choose Vail.
NPS (Net Promoter Score)/Likelihood to Recommend
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65% of guests were promoters. Based on these survey responses and our own in-house surveys, we
believe our guests are really enjoying our event. As our aCendance grows, we need to add acIviIes,
contests and staff to meet that growth and keep the saIsfacIon high. The best compliment we receive
from our guests is how wonderful our hosts are. They can really make a difference in how well the
children and their parents enjoy their day with us.
Next year we will increase our exhibits and contests, as well as our staffing. Working to minimize any
boClenecks or any waiIng. More people come = more things to do.
Estimated Return on Investment (ROI) & Attendee Expenditures
13
• Again our great staff is key to maximizing our guests
experiences in Vail. We train our staff to be well
informed about other events in Vail and the many
merchants and restaurants. We get a lot of
opportuniIes to slow down and talk with our guests.
we don’t sell – we inform and they appreciate this
info. And we believe this translates into the guests
spending Ime and money in Vail.
Event Strengths & Weaknesses
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• How did the event exceed expectaFons?
• Larger aCendance than expected, people staying longer –some Imes all day. Many
becoming repeat parIcipants every week. Receiving enthusiasIc thank you’s and
developing many friendships over the summer.
• What are areas for event improvement?
• As our aCendance grows, we need to increase footprint, acIviIes/exhibits and well
trained staff.
• We need to increase our markeIng and promoIon.
• We need to secure more sponsors to cover the costs of this growth.
• This year’s event had even more energy and excitement that past years. Kids were
rocking and parents were having fun and shaking our hands as they let.
Vail Brand Compatibility
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I think we’re on point as being a great represent of what
Vail stands for. Our staff is awesome, friendly, sincere,
engaged. We are able to connect with the kids, their
parents, and grand parents. Many mountain resorts can
off similar amenities, but it’s our people, our sense of
welcome, our warmth that can make Vail stand out.
We present fun and engaging activities. Many of our
activities are “old school” type fun. I think families have a
blast and get a kick out of the simple fun we offer. And it’s
free. I can’t tell you how many times I have a parent says
“it’s great to something you can go to and just enjoy for
free”. Everything can’t be free, but this event – when
seen by our family guests, seems to help strike a well
appreciated balance in their perception of Vail. And we
tell them TOV underwrites this event – on the PA about
every 15 to 20 minutes.
Community Contribution
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McMillan & Chavis (1986) defines sense of
community as "a feeling that members have of
belonging, a feeling that members maCer to one
another and to the group, and a shared faith that
members' needs will be met through
their commitment to be together.”
In the context of our guests, no one goes on vacaIon
to feel like a “tourist”. We all want to feel like we
belong, if we feel that way, we brag about it to others
when we get home. Everything we do, from the
moment our families arrive, the games to the simple
conversaIons we have with mom’s and dad’s while
there kids are doing an acIvity, exudes welcome and
warmth. Whether you a local, live here part Ime, or
just visiIng, come on in and have some fun with us.
Topline Marketing Efforts
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• Strong internet and social media presence, with Imely
updates and dynamic photos of our event. Website, Facebook,
Instagram and every hungry content provider and calendar we
could find.
• DistribuIon to all local & regional events calendars and info
venues.
• Strong Lodging/concierge program. Work with them to help
influence iniIal buy decision and insure repeat visits. Reach
guest with an invitaIon to come to VFFF.
• VFFF staff visited hotels & shops to meet staff and talk up
event.
• Execute awesome event to insure guests’ saIsfacIon and
meeIng their expectaIons. Focus on connecIng with guests.
• Regular email blast to 350 addresses in our fan club.
Potential for Growth & Sponsorships/Media Exposure
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• How do you see the event evolving or growing next year?
• With more expected aCendance - we need to provide more acIviIes/contests, exhibits and
staff. We need to extend the footprint of the event to insure guests are confortable.
• What sponsors do you plan to target next year?
• Some the possible sponsors for VFFF 2018 we have talked with are– VCBA, Epic Discovery-Vail
Mtn., Super Goop, Vail Health, KidSport, Alpine Bank and CME.
• How will you leverage media exposure and extend the markeFng reach next year?
• We want to create a partnership with local media in sponsorships and a sharing of content. In
the past we have produced a “Kids Report” with local kid reporters. The report with on TV8, in
the Vail Daily and on local radio. We are working on this project this winter with hopes that it
will be in place to help us in the summer.
Sustainability Efforts
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• We chose “green” arts & crafts supplies whenever
possible. Discarded supplies were sorted and returned
to supply stations for re-use. Created “Recycled Art”
projects onsite.
• Many of our Special presenters were hosen for their
ECO or green themes and content (Nature’s
Educators, Denver Butterfly Pavilion, Weird Science,
Inc.)
• Staff members carpooled into event from home.
• Trash was carried out or sorted using TOV receptacles.
• Next summer we would like work TOV Environmental
Health Department to create a joint ongoing Vail ECO kids
project/promoIon at our event. We will approach them
about the idea.
Event Budget
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* Event producer to attach detailed budget for recap
Item $
Total Event Budget: 22,000
CSE Funds: 20,000
Cash Sponsorship (not CSE): 2,000
In-kind Sponsorship: 2,100
MarkeIng Budget: 1,850
Profit & Loss: 0
How did you use the CSE funds?
(markeIng, operaIons, staff, venue, etc.)
OperaIons, supplies
and markeIng
Additional Information/Appendix
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Total economic
impact per attendee
day
Restaurants/Bars/
Prepared food
vendors
Shopping Lodging Recreation Other items,
excluding lodging
$0
$100
$200
$300
Economic Impactper Attendee-Day$249
$98
$52 $47 $42 $11
Direct Economic Impact to TOV per Attendee-Day
In commercial lodging
In rent-by-owner lodging
Vacation home/timeshare
With friends/family
Other
52%
15%
15%
19%
Overnight Visitor Profile
Myself Only
2
3
4
5
6 or more
20%
11%
59%
4%
6%
1
2
3 - 5
6 - 8
9 - 14
15 or more
44%
26%
6%
6%
9%
9%
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
81%
7%
2%
7%
2%
Under $50k
$50k-$100k
$100-$150k
$150k or more
27%
59%
5%
9%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
49%
16%
11%
12%
2%
9%
Male
Female
59%
41%
Promoter Passive Detractor
0%
20%
40%
60%
80%Percent Responding65%
25%
10%
Likelihood of Recommending Event to a Friend or Family Member
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%Percent Responding48%
22%
1%5%2%7%4%5%4%1%
Importance of Event in Decision to Visit Vail Today - Overall
2017 Event funding
Direct economic impact to TOV
Economic impact payback ratio
TOV/VLMD sales tax impact
TOV/VLMD sales tax impact ratio $2.21
$44,226
$63.85
$1,277,085.39
$20,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee Days0K
10K
20K
5.1K
Attendance Est
56%
NPS
Net Promoter Score
Overnight
visitor
Seasonal
resident of
Vail Valley
Full-time
resident of
Town of Vail
Full-time
downvalley
resident
Day visitor to
Vail
0%
50%Percent Responding68%
16%
4%4%9%
Visitor Type
Colorado
Florida
Texas
Mexico
Illinois
Arizona
Minnesota
Missouri 2%
2%
2%
5%
6%
9%
9%
51%
2017 Vail Event Visitor Summary: Vail Family Fun Fest, June 24, July 1, 8, 15, 22, 29 & Aug. 5, 2017
Survey technique: Intercept. Overall sample size: 81 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 10
Average
Overall
Overnight visitor
Seasonal resident of Vail Valley
Full-time resident of Town of Vail
Full-time downvalley resident
Day visitor to Vail 4.0
10.0
8.3
4.2
3.1
3.8
Are you
staying:
How many people
are staying in your
accomodations
unit?
Nights in the
area this trip
Where are your
lodging
accommodations
located?
Annual Household
Income
Age
State/Country
Gender
Nightly Rate (if Paid)
Average:
Median:$443
$350
Overall
Overnight visitor Overall
B Event
Blue Grass
Burton
Craft Beer Classic
Family Fun
King of the Mountain
Lacrosse Shootout
Lacrosse Tournament
Melee in the Mountains
NonEvent
Pink Vail
Prep Baseball Reports West
Spring Back to Vail
Symposium
Taste of Vail
Vail Arts Festival
Vail Arts Program (NOT Fe..
Vail Centre Programming
Yeti
Budget
22
9/1/17: 1:17 PM
FY 2017
Budget
Revenues:
TOV-CSE Contribution 20,000
Vail Chamber & Business Association Sponsorship 2,000
0
Other Sponsorships 0
Total Revenues:22,000
Expenses:
Advertising & Marketing
Banners & Signage 625
Rack Cards, Fliers, Posters 300
Newspaper
Artwork 250
Radio
Electronic Media/Website/E-mail Blast 950
Beer/Wine/Soda/ice 0
Blue Creek - Guest Surveys 350
Consulting - 3rd Party Surveys, TOV Compliance 0
Entertainment
Children's Activities, Supplies and Prizes 3,800
Kids Discovery Zone-Special Presenters/Raptors, Fossils, etc.4,200
Inflatables 1,500
Misc.0
Event Fees
Insurance 500
Police 0
Security 0
Sound Permit 50
Special Event License 100
Tent Permit 0
Food Cost 0
Miscellaneous 0
Recruitment 0
Sponsor Activities 0
Kids' Premiums & Give-aways 675
Staff 0
Event Workers 5,800
Administration/Press Releases/Concierge Program 2,800
Tables/Linens 0
Tents & Canopies 100
Travel & Lodging 0
Total Expenses:22,000
Net Income/(Loss)0
*Additional soft dollars from Blue Moose Spnsorship - $3,500.00
Vail Family Fun Fest in Lionshead Budget - 2017
Budget Detail
7 Events
Description
Vail Family Fun Fest 2018 – Marketing Plan
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VFFF MarkeFng Plan
Goals: To create an event that presents, represents, reinforces and
supports Vail brand and posiIon in the marketplace as a the premier
internaIonal mountain resort community and family vacaIon desInaIon.
Our customers or guests are internaIonal, regional and local family visitors
to Vail.
Ways to reach our target guests:
• Present a strong presence on the internet and with social media to be
visible when our guests search the internet for family and children’s events
in the Vail and Colorado area.
• Partner with like organizaIons or events who aim at capturing the same
kind of guests and form partnerships to cross promote each other.
• Execute a strong Lodging/Concierge program to helps lodging sales
personal in presenIng Vail as vibrant family vacaIon desInaIon with goal
of posiIvely effecIng sales of lodging.
• Execute a strong concierge/info center/merchant informaIon program to
capture guests once they are in town.
Vail Family Fun Fest 2018 – Marketing Plan
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TacFcs:
• Placement in all local and regional special vents calendars.
• Distribute digital and paper flier to hotel and lodges for their use
(Pre-season and during event run)
• Email blasts to our 350 family program fan addresses
*Emails sent bi-weekly
• Operate VFFF specific website – update photos weekly
• Operate VFFF Face Book page - updates twice weekly
• Operate VFFF Instagram account – update twice a week
• Create & Distribute event posters to Lionshead, Vail and down
valley merchants
• Make personal visits to key Vail lodges and merchants to promote/
inform them of our event
• Create press release program – new PR theme sent every 2 weeks
• Create changing Science presenter schedule for each week for fresh
promoIon subject
Vail Family Fun Fest 2018 – Marketing Examples
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