HomeMy WebLinkAbout17. 2017 Vail America Days RecapEvent Recap: Vail America Days™
Cultural, Recreational & Community Category
September 6, 2017
Vail America Days™: July 4, 2017
James Deighan
Phone: 970.476.6797, 102
Email: jdeighan@gohighline.com
2
Overall Event Highlights & Successes
3
• List
the
top
4-‐6
successes
you
want
to
share
with
the
CSE
(consider
this
a
snapshot
for
your
recap).
• Vail
America
Days™
conDnues
to
be
a
world-‐class
event
with
new
parade
parDcipants
each
year.
• The
partnership
with
HealthONE,
as
the
presenDng
sponsor
for
the
Lionshead
stage
was
a
great
new
addiDon
for
the
event.
• AMendance
numbers
during
the
event
have
conDnued
to
grow
in
comparison
to
prior
years,
aMracDng
aMendees
who
are
a
good
fit
for
Vail’s
overall
guest
profile.
• The
Fireworks
Show
was
a
big
hit,
despite
the
risk
of
cancellaDon
and
weather
challenges.
• The
Vail
America
Days™
Parade
was
live-‐streamed
by
High
Five
Media.
Estimated Attendance Results
4
• EsDmated
aMendance:
25,000+
• If
non-‐Dcketed,
method
you
used
to
esDmate
aMendees:
This
number
was
provided
by
the
Town
of
Vail
and
based
on
crowds,
parking
structures,
buses
and
more.
Estimated Attendee Profile Results
5
• AMendees
came
from
(local,
regional,
out
of
state,
internaDonal):
Estimated Spending Results
6
• EsDmated
average
spending
per
person:
• Dining:
• Shopping:
• Lodging:
• Other
AcDviDes:
• Total
average
spending
per
person:
• Town
of
Vail
spending
the
event/program
generated:
Formula:
#
of
aMendees
x
total
average
spending
=
$
NPS (Net Promoter Score)
7
AMendee
Response:
How
likely
is
it
that
you
would
recommend
this
event
to
a
friend
or
colleague?
The
NPS
Calcula-on
Calculate
your
NPS
using
the
answer
to
a
key
quesDon,
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
saDsfied
but
unenthusiasDc
customers
who
are
vulnerable
to
compeDDve
offerings.
Detractors
(score
0-‐6)
are
unhappy
customers
who
can
damage
your
brand
and
impede
growth
through
negaDve
word-‐of-‐mouth.
Event Strengths & Weaknesses
8
• How
did
the
event
exceed
expectaDons?
• Vail
America
Days™
Parade
saw
immense
parDcipaDon
in
2017.
Floats
were
nicely
done
and
well
received,
including
some
new
parDcipants
and
thoughhul
creaDve
efforts.
• What
are
areas
for
event
improvement?
• The
team
and
partners
conDnue
to
find
ways
to
improve
the
guest
experience,
environmental
efforts,
community
feel
and
parade
flow.
While
we
expanded
the
security
to
keep
the
parade
contained,
there
was
a
challenge
with
flow
based
on
the
slowing
of
a
parDcular
parade
entry.
• How
did
this
year’s
event
compare
to
last
year?
• Each
porDon
of
the
event
was
carried
out
with
an
equal
or
higher
level
of
professionalism
as
in
2016.
With
a
focus
on
safety
and
enjoyment
for
both
locals
and
visitors,
vast
crowds
returned
for
the
2017
event.
Vail Brand Compatibility
The
Premier
Interna-onal
Mountain
Resort
Community
9
• How
did
the
event
/program
support
the
Vail
Brand?
• Vail
America
Days™
worked
with
Vail
and
the
Town
of
Vail
to
coordinate
a
long-‐weekend
full
of
events
surrounding
the
4th
of
July
holiday,
encouraging
guests
to
parDcipate
in
mountain
recreaDon,
cultural
events
and
a
range
of
village-‐based
acDviDes
alongside
the
4th
of
July
Parade
and
Fireworks.
• An
event
that
draws
a
diverse
group
of
aMendees,
Vail
America
Days™
saw
an
influx
of
young
families,
acDve
professionals
and
super
boomers
during
the
holiday
weekend.
Brand
Posi+oning:
• Town
of
Vail:
The
Premier
Interna+onal
Mountain
Resort
Community
• Vail
Mountain:
Like
nothing
on
earth
Community Contribution
10
• How
did
the
event
impact
Vail’s
sense
of
community?
• Vail
America
Days™
offers
guests
a
celebratory
lens,
through
which
they
can
experience
Vail
as
a
truly
vibrant,
exciDng
place
to
be.
• With
the
“America
the
BeauDful”
themed
parade
this
year,
the
event
evoked
a
sense
of
appreciaDon
and
thoughhulness,
which
was
a
great
fit
with
Vail’s
pre-‐
exisDng
atmosphere.
• The
tradiDonal
fireworks
at
Golden
Peak
concluded
Vail
America
Days™
celebraDon
in
style,
bringing
the
event
from
day
into
the
evening.
Topline Marketing Efforts
11
• What
are
the
top
3
successful
markeDng
tacDcs,
execuDons
or
results
from
your
event/program?
• Vail
America
Days™
markeDng
efforts
served
324,600+
impressions
in
2017.
• Local
media
outreach,
digital
and
email
campaigns,
PR
and
grassroots
markeDng
efforts
have
always
proven
successful
for
the
event.
The
bi-‐fold
concierge
piece
is
very
comprehensive.
• New
in
2017,
High
Five
Media
conducted
a
live-‐stream
of
the
parade
and
an
addiDonal
videographer
was
sourced
so
strong
content
is
available
for
future
use
.
• Print
adverDsing
with
the
Vail
Daily,
Vail
Daily
Weekly
and
Paradian
publicaDon
conDnues
to
drive
aMendance.
Potential for Growth & Sponsorships/Media Exposure
12
• How
do
you
see
the
event
evolving
next
year?
• The
Vail
America
Days™
Fireworks
Display
was
bigger
and
beMer
than
ever
and
offers
room
for
addiDonal
sponsorship
of
the
simulcast.
• Highline
will
conDnue
to
seek
addiDonal
partnerships
both
within
the
community
and
in
other
targeted
categories.
• What
sponsors
do
you
plan
to
target
next
year?
• Vail
America
Days™
had
success
with
a
new
partnership
with
HealthONE
in
2017
and
will
conDnue
to
target
brands
in
wellness,
lifestyle
and
community
focused
categories
in
2018.
A
vehicle
partnership
is
the
top
target
for
2018.
• How
will
you
leverage
media
exposure
and
extend
the
markeDng
reach
next
year?
• Highline
conDnues
to
invest
in
high
quality
photography
and
videography
to
extend
its
reach
in
digital
and
print
media
applicaDons.
Sustainability Efforts
13
• What
measures
were
taken
at
your
event/program
to
support
the
environmentally-‐friendly
goals
of
the
Town
of
Vail?
• Worked
with
town
environmental
officials
to
develop
green
pracDces
and
worked
with
Vail
Honey
Wagon
to
recycle
all
event
cardboard,
plasDc
and
aluminum
• What
waste
reducDon
methods
were
used
during
your
event/program?
• Had
event
staff
collecDng
and
sorDng
trash
and
recycling
• No
vehicles
were
ler
idle
while
loading
in
and
out
• Linens
were
cloth
vs.
disposable
• How
could
you
improve
on
sustainability
efforts
for
next
year’s
event?
• A
goal
for
2018
is
to
reduce
the
use
of
plasDc
water
boMles
and/or
other
iniDaDves
as
directed
by
the
Town
of
Vail
during
the
event
The
Town
of
Vail
is
commi@ed
to
the
stewardship
and
protec+on
of
our
unique
mountain
environment.
In
considera+on
of
both
our
local
and
global
impacts
and
opportuni+es,
our
environmental
vision
is
to
demonstrate
and
promote:
renewable
energy,
resource
efficiency,
ecosystem
protec+on,
and
community
awareness
and
educa+on.
Event Budget
14
• Event producer to attach detailed budget for recap.
• **NOTE: FIREWORKS FUNDING OF $33,810 in 2017.
Item
$
Total
Event
Budget:
$116,068
CSE
Funds:
$65,000*
Cash
Sponsorship
(net):
$10,483
In-‐kind
Sponsorship:
-‐
MarkeDng
Budget:
$8,000
Profit
&
Loss:
-‐
How
did
you
use
the
CSE
funds?
(markeDng,
operaDons,
staff,
venue,
etc.)
Overall
Event
ProducDon
and
MarkeDng
Additional Information/Appendix
15
• Please
see
detailed
budget
in
the
Appendix
• Please
see
markeDng
plan
in
the
Appendix
• Please
see
markeDng
recap
including
signage
and
print
examples
• Please
see
link
to
Vail
America
Days
video
via
email
-CONFIDENTIAL-
Prepared by HIGHLINE
FINAL BUDGET 08-15-17
2017 PRO FORMA
VAIL AMERICA DAYS
REVENUES:
Sponsorships (net)10,483.00
CSE Event Funding 65,000.00
Fireworks Funding 33,810.00
F&B Sales (less sales tax)
Parade Entries 6,775.00
TOTAL REVENUES 116,068.00
EXPENSES:
Activities
Agency Fee 20,867.45
Awards
Bank/Credit Card Charges 405.27
Charitable Donation
Contract Labor 2,459.00
Drayage/Porterage
Equipment Repairs
Event Advertising/Marketing/Promos 4,729.80
Event Equipment/Party Rentals 5,591.30
Event Insurance 9,336.00
Event Lodging 257.92
Event Merchandise/Sponsor Gifting 391.02
Event Payroll Expenses 5,071.58
Event Photography/Video 1,564.00
Event Signage 943.03
Event Supplies 642.90
Event/Sales Travel -
F&B Expenses
Fireworks 33,810.00
Highline Event Managers (EP/AP)17,243.60
Licenses and Permits 100.00
Meals/Entertainment 552.96
Office/Computer Supplies 250.00
Portable Toilets/Trash Removal 700.00
Postage/Shipping
Pre-press/Design 285.60
Printing and Reproduction 463.39
Public Relations/Social/Digital 590.00
Recaps 525.00
Security/Medical 2,059.51
Sponsor Ground Transfers
Talent/Entertainment 6,465.00
Venue Rental/Site Fees (Solaris)
Wardrobe/Uniforms
Web Site 763.67
TOTAL EXPENSES 116,068.00
NET PROFIT (LOSS)
CONFIDENTIAL & PROPRIETARY
VAIL AMERICA DAYS™
JULY 4, 2017 | VAIL, CO
CONFIDENTIAL & PROPRIETARY
CONFIDENTIAL & PROPRIETARY
VAIL AMERICA DAYSTM MARKETING OVERVIEW
Highlights: 324,604+ Estimated Impressions
• Local media outreach and press releases resulting in additional digital
and print event exposure (April 3 – July 4)
• Community outreach and e-blasts to previous parade participants and Vail event attendees
• Print advertising with the Vail Daily, Vail Daily Weekly & Paradian (June 17 – July 4)
• Radio advertising promos with KZYR The Zephyr (June 20 – July 4)
• Collaboration with the Town of Vail to include the full weekend of events
• Grassroots marketing, including posters and bi-fold rack card distribution as well as local concierge outreach
• High Five Media live-stream of the parade from Lionshead entrance vantage point
• Parade float winners announced to local media outlets on the afternoon July 4
• Photos of the event to be used on website, social/digital channels, and in future marketing materials
• View Photos Here
• Video coverage and recap video edit of the event, distributed to partners and on social/digital channels
• View Video Here
CONFIDENTIAL & PROPRIETARY
DIGITAL MEDIA & MARKETING
• Email Blasts
• Social Media
• Digital News
CONFIDENTIAL & PROPRIETARY
GRASSROOTS MARKETING
Bi-Fold Rack Card Distribution: 2,000 pieces between East Vail – Gypsum
(High demand - requests received for additional copies in future years)
Event Poster Distribution: 185 pieces between East Vail - Gypsum
CONFIDENTIAL & PROPRIETARY
EVENT BANNERS
Town Banners Parade Banner