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Recap Oktoberfest 2017Event Recap: Vail Oktoberfest™ Cultural, Recreational & Community Category November 1, 2017 Event Recap: Vail Oktoberfest™ Cultural, Recreational & Community Category Vail Oktoberfest™: Sept. 8-10 & Sept. 15-17 James Deighan Phone: 970.476.6797 jdeighan@gohighline.com 3 • Highlights: • 50,000+ Attendance • 11 Beer pouring stations • 23 Restaurant & Expo displays • Print: 196,000+ impressions • Digital: 299,000+ impressions • PR: 72,000+ impressions Overall Event Highlights & Successes 4 • List the top 4-6 successes you want to share with the CSE (consider this a snapshot for your recap). • Vail Oktoberfest continues to draw amazing, enthusiastic crowds to the streets of Lionshead and Vail Village for two straight weekends of celebrating autumn • Successfully expanded the Vail Village venue to include Gore Creek Promenade in 2017 • New event partnership with Spaten Beer was a success, serving popular beer choices, presenting event elements and helping to enhance the venue decor • New Event branding enhanced the venue to look fresh and exciting • Restaurant partners offered a variety of high-quality authentic Bavarian foods • Return of crowd-favorite contests, such as Stein Lifting and Bratwurst Eating, as well as popular Bavarian entertainers each weekend Estimated Attendance Results 5 • Estimated attendance: 50,000+ • If non-ticketed event, what method did you use to estimate attendees: • This number was provided by the Town of Vail based on crowds, parking structures, buses and more • Number/percentage of people who came specifically for event: • Number/percentage of people who attended the event last year: Estimated Attendee Profile Results 6 • Attendees came from (local, regional, out of state, international): Estimated Spending Results 7 • Estimated average spending per person: • Dining: • Shopping: • Lodging: • Other Activities: • Direct Economic Impact to Town of Vail: • Economic Impact Payback Ratio: NPS (Net Promoter Score) 8 Attendee Response: How likely is it that you would recommend this event to a friend or colleague? 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 9 • How did the event exceed expectations? • The event continues to bring an authentic feel and vibe to Vail, created by transforming Lionshead and Vail Village into a Bavarian celebration through pageantry, décor and theming • The event has maintained a positive attendance, both numerically and with relevance to our target audience • In both Lionshead and Vail Village, a more open layout of the venues allowed for better flow of traffic, especially when the venue was busiest • In Vail Village the relocation of the Kids Zone to the East end of the footprint opened the area around the Children’s Fountain and connected Gore Creek Promenade to the main venue • The event offered extended seating within each venue, creating space for groups to gather together easily within the surrounding celebration • Once again, the Friday afternoon crowd was as populated and avid as Saturday and Sunday each weekend • As always, the crowd-pleasing contests and performers provided a variety of entertainment throughout each weekend Event Strengths & Weaknesses 10 • What are areas for event improvement? • New and additional partnerships will create opportunities for further development and growth within the event • Continue to find ways to improve the consumer experience by expanding the venue, offering additional seating, and adding beer and food stations in areas surrounding the stage • How did this year’s event compare to last year? • The expanded venue in Vail Village, as well as the open layout of both venues provided a more comfortable space for guests to participate in Vail Oktoberfest • Updated branding, signage and décor gave the event a refreshing new, clean look and feel contributing to an even better atmosphere in 2017 Vail Brand Compatibility The Premier International Mountain Resort Community 11 • How did the event /program support the Vail Brand? • Oktoberfest is a known and coveted celebration all over the world, bringing this festival of autumn, beer and food to Vail in an extremely authentic way draws Oktoberfest fans from near and far to experience the fall season in the Town of Vail • Vail Oktoberfest encourages guests to stay for a full week to explore Vail between each weekend of the event • Vail Oktoberfest supports and promotes the local lodging community, Vail Summer activities and vail.com Brand Positioning: • Town of Vail: The Premier International Mountain Resort Community • Vail Mountain: Like nothing on earth Community Contribution 12 • How did the event impact Vail’s sense of community? • The event benefits Vail Veterans Program, a prevalent, local non-profit organization • Vail Oktoberfest incorporates local restaurant partners and vendors, providing them with an opportunity to engage with a larger audience • The event draws a significant number of local residents into town for the celebration in addition to the majority of overnight visitors • It reinforces Vail’s European heritage and showcases Vail’s ability to transcend cultures from all over the world Topline Marketing Efforts 13 • What are the top 3 successful marketing tactics, executions or results from your event/program? • Vail Oktoberfest was promoted through grassroots, print, digital, social, radio and PR marketing efforts • Print: 196,000+ impressions • Digital: 299,000+ impressions • PR: 72,000+ impressions • Please see additional marketing details in the attached report Potential for Growth & Sponsorships/Media Exposure 14 • How do you see the event evolving next year? • Using this year’s successes as a new baseline, continue to develop and add to the event’s current programming, elevating the experiences, and making them event more widely known • What sponsors do you plan to target next year? • In 2018 existing sponsors Spaten Beer, Jagermeister, Vail Vitality Center as well as existing restaurant/expo partners will be targeted • Additionally the following categories will be targeted in 2018: Consumer Goods Products, Financial Institution, Airline, and more • How will you leverage media exposure and extend the marketing reach next year? • Work with existing and new partnerships to promote the event to a wider network • Use marketing tactics that have been successful in the past to reach likely to return guests (the event has seen a good amount of guests return year over year) • Continue to build a positive reputation on social platforms and use organic growth to drive interest in the overall event theme, participants and Vail setting Sustainability Efforts 15 • What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? • Vendors were requested to use compostable/recyclable service ware • Highline used only recyclable cups • Single stream recycling was used • Proper disposal of waste beer so not to end up in Town of Vail sewer/river sources • What waste reduction methods were used during your event/program? • Encouraged the purchase of beer steins as an eco-friendly glassware choice • How could you improve on sustainability efforts for next year’s event? • Continue to implement advanced recycling efforts, such as sorting waste from recycling as well as compost 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. Event Budget 16 * Event producer to attach detailed budget for recap Item $ Total Event Budget: $301,194.73 CSE Funds: $60,000 Cash Sponsorship (not CSE): $99,200 In-kind Sponsorship: N/A Marketing Budget: $7,068.07 Profit & Loss: $(40,095.73) How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Operations, Logistics, Marketing Additional Information/Appendix 17 • 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 Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Lodging Recreation (golf, bike rental, etc.) Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$111 $13$26 $10$54 $8 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 73% 16% 10% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 57% 14% 16% 10% 2% 1% 1 2 3 - 5 6 - 8 9 - 14 15 or more 20% 34% 25% 19% 1% 2% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 74% 11% 6% 2% 3% 4% Under $50k $50k-$100k $100-$150k $150k or more 17% 26% 20% 37% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 26% 20% 19% 18% 10% 0% 6% 2% Male Female 50% 50% Detractor Passive Promoter 0% 20% 40% 60% 80%% of Total Number of Records15%17% 68% 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 Responding34% 39% 2%4%2%0% 6%3%4%4%2% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $21.84 $1,201,441.99 $55,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 10.9K Attendance Est 52% 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 Responding50% 10% 19%16% 5% Visitor Type Colorado Florida Texas Minnesota Nebraska California Illinois Missouri New York 1% 1% 1% 1% 2% 2% 3% 4%74% 2016 Vail Event Visitor Summary: Oktoberfest, September 9-11 & 16-18, 2016 Survey technique: Intercept. Overall sample size: 257 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 45 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 7.4 7.0 7.6 3.1 3.6 5.3 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:$252 $240 Overall Overnight visitor Overall -CONFIDENTIAL- Prepared by HIGHLINE submitted to CSE [11-01-17] 2017 PRO FORMA OKTOBERFEST REVENUES: Sponsorships 99,200.00 CSE Event Funding 60,000.00 Expo/Partner Fees 8,450.00 F&B, Merch Sales 93,449.00 TOTAL REVENUES 261,099.00 EXPENSES: SITE/LOCATION/OPERATIONS 219,620.85 Licenses/Permit/Venue Rentals 3,750.20 Labor 39,103.68 Security/Medical 35,242.56 Event Supplies 2,322.67 Equipment Rental 11,270.49 Event Merchandise 25,358.65 Talent/Bands/Production 42,252.62 Project Fee 50,199.12 Insurance 6,165.00 Adminstrative 3,955.86 MARKETING 7,068.07 Advertising/Marketing/Promos/PR/Social/ Digital/Website 5,343.07 Photography/Video 1,725.00 SPONSORSHIP 927.66 Sponsor Implementation/Fulfillment BRANDING 4,618.53 Design 390.00 Printing and Reproduction 869.93 Signage 3,358.60 FOOD AND BEVERAGE 62,219.40 Meals/Entertainment 133.40 F&B Expenses 60,586.00 Charitable Donation (Bev Sales)1,500.00 TRAVEL/LODGING 6,740.22 Event Lodging 6,740.22 TOTAL EXPENSES 301,194.73 NET PROFIT (LOSS)(40,095.73) VAIL OKTOBERFEST 2017: MARKETING-MEDIA PLAN TRADITIONAL MEDIA TYPE Vail Daily Print Advertising A total of 9 print ads: Full page, half page and additional sizes in Vail Daily (beginning 9/1 - through the event weekend) Vail Daily Digital Advertising Serving digital impressions through Vail Daily programmatic campaign (beginning 8/5 - through the event weekend) Local Radio or OTHER KKCH & THE LIFT FM spots, On-air promoting the weekend of events vailoktoberfest.com Fully integrated, detailed schedule LOCAL GRASSROOTS Concierge outreach Rack Cards -double sided with direction to website for weekend of events 11"x17" Posters Outreach to Vail concierges through eblast (8/14) 200+ contacts Vail Valley wide Merchant outreach 200+ (week of 8/7) postering and rack card distribution Continued outreach To local info centers, local media, key lodging partners and hotel properties including rack card distribution (week of 8/7) SOCIAL/DIGITAL Organic & Paid Social Activity: With paid social advertising starting in early June and scheduled intermittently through the event Organic activity including: Facebook, Instagram & Twitter Paid social media inclusion in Vail Daily marketing plan (scheduled ads to run 9/1- 9/16) Eblast 1 - Summer Events Promo (5/30) Eblast 2 - Event overview with direct to website (scheduled 8/17) Eblast 3 - Lodging Deals/New/Highlights (scheduled 8/24) Eblast 4 - Full schedule of events included (scheduled 8/28) Eblast 5 - Last Call (scheduled 9/6) Eblast 6 - Between events (scheduled 9/14) PUBLIC RELATIONS Press Release - Local outreach with event overview Press Release - Leading into the event, including full schedule Press Release - Local Media-Community Outlets (during the event) Worked directly with an outsourced PR agency for local and regional outreach and to boost Front Range exposure DESIGN/LAYOUT Revised Logo & creatives New roundabout banners New stage & venue signage CONFIDENTIAL & PROPRIETARY Vail Oktoberfest™ Marketing Overview CONFIDENTIAL & PROPRIETARY – Print: 196,000+ impressions – Digital: 299,000+ impressions – PR: 72,000+ impressions Marketing Overview: Estimated Impressions 2 CONFIDENTIAL & PROPRIETARY Media: Print, Digital & Radio 3 Vail Daily (Daily Publication) Where Where Day When Average Impressions Print 1/4 Page Horizontal / 4 Color Ad Friday 1-Sep 13,500 Print 1/4 Page Horizontal / 4 Color Ad Saturday 2-Sep 13,500 Print 1/4 Page Horizontal / 4 Color Ad Sunday 3-Sep 13,500 Print 5/8 Page/ 4 Color Ad - MILITARY/VETS Friday 8-Sep 13,500 Print 3/8 Page/ 4 Color Ad Saturday 9-Sep 13,500 Print 3/8 Page/ 4 Color Ad Sunday 10-Sep 13,500 Print 5/8 Page/ 4 Color Ad - MILITARY/VETS Friday 15-Sep 13,500 Print 3/8 Page/ 4 Color Ad - VERSION B Saturday 16-Sep 13,500 Print 3/8 Page/ 4 Color Ad - LAST CHANCE Sunday 17-Sep 13,500 Vail Daily (Digital Ads) Where Where Day When Impressions Web Mobile/Desktop Vail Daily Online Publication ALL 6 weeks 212,798 Vail Daily (Social) Where Where Day When Impressions Facebook Advertising Facebook TBD TBD 21464 Total Print 196,300 Total Digital 298,838 AMT (Radio Ads) Where Type Day When Impressions KKCH & The LIFT FM 50 radio ads, 20+ recorded promotional mentions, 20+ Live mentions 3-weeks Unavailable PR Where Type Day When Impressions Print & Digital Denver Ear Unavailable Print & Digital Vail Daily 28,500 Digital Best Things CO 15000 Print & Digital Vail Daily 28,500 Total PR 72000 CONFIDENTIAL & PROPRIETARY • Google Analytics: vailoktoberfest.com – 19,429 Users visited the site in the last 10 months – 78% of users visited the site between August 1 - September 22, 2017 – 97% of users were located within the United States, the top geo- locations being: • Denver 25% • Dallas 7% • Vail 5% – A large portion of the 25,735 total new sessions were generated by organic search (16,978), other sources were: • Direct 4,110 • Referral 3,348 • Social 838 Media: Website 4 CONFIDENTIAL & PROPRIETARY • Google Analytics: vailoktoberfest.com Media: Website 5 CONFIDENTIAL & PROPRIETARY • Facebook Analytics: Vail Oktoberfest – Organic posting and paid advertising drove traffic to the Facebook page and to vailoktoberfest.com, directly corresponding to an increase in page likes, as well as first-time users on the website – Both organic and paid reach were mainly consolidated into the weeks leading up to and during the event, with several spikes throughout the 10 month period corresponding to significant page posts (both organic and paid) • Instagram: Vail Oktoberfest – Since 10/31/16 Vail Oktoberfest has acquired 261 new Instagram followers, the majority of whom are between 25-34 years old • Male 36% • Female 64% • Twitter: Vail Oktoberfest – Vail Oktoberfest’s Twitter account has acquired 29 new followers since 10/31/16 Media: Social Media 6 CONFIDENTIAL & PROPRIETARY • Facebook Analytics: Vail Oktoberfest Media: Social Media 7 CONFIDENTIAL & PROPRIETARY • Facebook Examples: Paid & Organic Media: Facebook Examples 8 CONFIDENTIAL & PROPRIETARY Media: Instagram Examples 9 • Instagram Examples: Organic CONFIDENTIAL & PROPRIETARY • Twitter Examples Media: Twitter Examples 10 CONFIDENTIAL & PROPRIETARY • Email Blasts (8,336 readers) Media: Email Blasts 11 CONFIDENTIAL & PROPRIETARY • Vail Daily & Local Publications Marketing & PR Exposure 12 CONFIDENTIAL & PROPRIETARY • Digital Display Advertising Marketing & PR Exposure 13 CONFIDENTIAL & PROPRIETARY Print & Display • Town of Vail Banner 14 CONFIDENTIAL & PROPRIETARY Print & Display • Town of Vail Roundabout Banners • Complimentary beverage tickets 15 CONFIDENTIAL & PROPRIETARY Print & Display • Token Tent Menus • Schedule Signage 16 CONFIDENTIAL & PROPRIETARY Print & Display • Posters (180) • Rack Cards, double sided (2,500) 17 CONFIDENTIAL & PROPRIETARY Print & Display • Official Vail Oktoberfest™ Steins – 1L Glass Bubble Stein – 0.5L Glass Bubble Stein – 0.5L Ceramic Stein 18