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Home My WebLink About26. 2017 Event Recap Slow FashionEvent Recap: Slow Fashion Vail Cultural, Recreational & Community Category CSE PRESENTATION DATE: October 9, 2017 Slow Fashion Vail: September 22-23, 2017 C. Blair Law III Phone: 914-450-3742 slowfashionvail@gmail.com 2 Overall Event Highlights & Successes 3 •Feature print article in the Vail Daily + web video vignette & interview with Tricia Swenson on Vail Today. •Chosen as one of the top “Events of the Weekend” in Westword (Denver) print & web, driving awareness & attendance from the Front Range. •Exceeded our vendor projection by 20% percent, for a total of 12 vendors. •Local retailer’s feedback was positive overall & more shops are interested in participating next year. Frinje contributed looks to the fashion show. •Positive feedback from the community overall. A great wet “dry run” for this 1st year event to work out kinks to realize goals & suggestions for next year. •We made a profit ! Spent well under our budget. Questions from CSE 4 Attendance Estimate 5 •The rain definitely put a damper on things. •We asked the vendors how many unique customers they sold to versus how many visitors stopped & chatted : ○On average (with the exception of Maroon Bells), each vendor had 1-3 unique customers. ○On average, each booth had over 50 unique visitors a day ( a lot of these visitors stopping at each booth). ○75% of visitors specifically came for our event. •Bigger Marketing Budget including Vail Daily print ads would help attendance numbers greatly. •Possible indoor option if weather is rainy Estimated Attendee Profile Results 6 •Attendees came locally and regionally •Looking to partner with an International Non Profit for next year’s event, which would drive International attendant’s numbers Event Strengths & Weaknesses 7 •How did the event exceed expectations? •Larger vendor base than originally projected •Outstanding media coverage •Overall community engagement and excitement •What are areas for event improvement? •A clear and streamlined schedule of events to enhance consumer engagement •Driving more foot traffic for next year and awareness to the event through another year of marketing •Possible Farmer’s Market Collaboration on Sunday ? •Signature “Slow Fashion Tipi” approval and certification Vail Brand Compatibility 8 •How did the event support the Vail Brand? •Sustainability •Community-Building •Retail-Driven •Visitor-Engagement Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 9 •How did the event impact Vail’s sense of community? •Engaged 14 members of the regional community to sign-up for our sustainable fashion workshops at the public library •Enticed the community to contribute to and participate in our Fashion show down Gore Creek Drive, 4 local and 4 regional models participated as well as 1 local retailer and 7 regional fashion brands. •Educated the general public on sustainable consumer practices •Drew many community members to our Up-Cycled Clothing Swap •100s of community members stopped to engage with and shop our vendor pop-ups, in the process of learning what Slow Fashion is! Topline Marketing Efforts 10 •Social media following of over 300 people on Facebook and Instagram •Exceeded our projections by 33% •Leveraged our marketing efforts into features with local and regional media outlets, to stay within our modest budget •Westword, Vail Daily •Succeeded in producing our event and exceeding our expectations with a “zero-waste” sustainable marketing approach Potential for Growth & Sponsorships/Media Exposure 11 •How do you see the event evolving or growing next year? •Expect to see our vendor base grow at least 50% for year 2 •Expect to have a vendor retention of at least 90% from last year •Expect more pedestrian foot traffic once “Slow Fashion Tipi” is approved & better weather •What sponsors do you plan to target next year? •Fashion Revolution •Vail Resorts •How will you leverage media exposure and extend the marketing reach next year? •SFV will use this years media coverage (Westword, Vail Daily) & media from photography/videography team to: •Enhance social media presence •Expand vendor base for next year •Form relationships with future sponsors, strategic partners & local retailers Sustainability Efforts 12 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •We only allowed sustainably-minded vendors •All products sold were made in America or produced eco-consciously & ethically What waste reduction methods were used during your event/program? •Up-Cycle Clothing Swap Event •Zero Waste Re-Usable Shopping Bag Workshop •No flyers produced, strictly digital, word-of-mouth and mass-communication marketing campaign •How could you improve on sustainability efforts for next year’s event? •Our event was truly as close to Zero-Waste as possible. Other than a broken mirror and one of our vendor’s tents breaking, nothing else had to be thrown out. •Apart from honest mistakes, our event was fully sustainable in every sense. Event Budget 13 Item $ Total Event Budget:5,000 CSE Funds:5,000 Cash Sponsorship (not CSE):0 In-kind Sponsorship:10,000 Marketing Budget:500 Profit & Loss:+940.52 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Insurance, Tent, Branding, Signage, Photography, Videography, Production / Operations Budget Notes 14 SFV Actual Receipt Expenditures 80 gas (Need to Donate to emissions for next year) 400 signage 800 tent 50 home depot 850 insurance 500 website and build out 400 videography 400 photography 400 graphic design, branding & logo 100 facebook & instagram ad 500 marketing (time spent on making insta & facebook posts, door to door “digital” flyering (going to businesses in Vail and inviting them via the www.SlowFashionVail.com website and promoting that we are a zero waste event = no fliers ) 4480 TOTAL 5000 -4480 520 + 420.52 from 10% of sales (as of 10/1 not all vendors have Paid) = $940.52 PROFIT