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Home My WebLink About2017 Recap Vail Art EventsEvent/Program Recap: Town of Vail’s Art Series Education & Enrichment Category Town of Vail’s Art Series: 13 Events in 2017 Lauren Merrill Phone: 970.926.2732 lauren@alpineartscenter.org 2 Overall Event or Program Highlights & Successes 3 • Last 2 events averaged 38 par0cipants (2 people away from max capacity) • Received video and/or print coverage in Vail Daily 12 0mes so far in 2017 • Art programs aDracted students of all ages, both locals and tourists, and provided an educa0onal and cultural experience in the Town of Vail throughout the year • Programming ac0vated many loca0ons throughout the Town of Vail, including Ford Amphitheater, The Vail Public Library, and Community Programming at VRD • At August events, 25% of par0cipants were returning customers from other art programs which indicates growth poten0al for Vail’s Art Series Program Impact, Testimonials & Observations 4 • We received posi0ve feedback from customers at each event, many asking if we would offer programs on a weekly basis over the summer. Programs provided an educa0onal and crea0ve experience for par0cipants, and opportunity for bringing the community together around the arts. • Tes0monial from Laurie Rumery (0meshare holders at Apollo Park condos): “I wanted to let you know that we all enjoyed it very much! I had done it last year on our annual visit to Vail and wanted to do it again (last year we painted the Mt. of the Holy Cross). I loved seeing how different everyone's pictures turned out, even though we were pain0ng the same subject! I'm sure we'll do it again the next 0me we are in Vail. Thank you to the Alpine Arts Center, Robin and to the Town of Vail (for underwri0ng some of the costs of this event)! See you next year!” • Tes0monial from Martha Milbery: “I loved the class & have even shown my pain0ng to others!!!” Estimated Attendance Results 5 • Es0mated aDendance: • 26 par0cipants is the average per class so far in 2017 (230 aDendees total during the first 9 classes) • Number/percentage of people who came specifically for event/program: • About 90% came specifically for the program ; 10% arrived and registered because they happened to pass by and see the beginning of the class • Number/percentage of people who aDended the event last year: • Unsure as this is the first official year, but about 10%-15% men0oned having done a former class with us Estimated Attendee Profile Results 6 • Where did aDendees come from? (local, regional, out of state, interna0onal): • We do not have the official survey results back, but approximately 50% seemed to be local and 50% out of state/interna0onal Estimated Spending Results 7 • Es0mated average spending per person: • Dining: TBD by survey • Shopping: TBD by survey • Lodging:TBD by survey • Other Ac0vi0es: TBD by survey • Total average spending per person: TBD by survey • Town of Vail spending the event/program generated: Formula: # of aDendees x total average spending = $ TBD by survey NPS (Net Promoter Score) 8 ADendee Response: How likely is it that you would recommend this event/program to a friend or colleague? TBD by survey The NPS Calcula-on Calculate your NPS using the answer to a key ques0on, 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 sa0sfied but unenthusias0c customers who are vulnerable to compe00ve offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through nega0ve word-of-mouth. Event Strengths & Weaknesses 9 • How did the event/program exceed expecta0ons? As the summer progressed, aDendance grew substan0ally for events at Ford Amphitheater. At one event, we had 4 more guests than maximum capacity and were able to make last minute accommoda0ons to allow everyone to par0cipate. • What are areas for event/program improvement? We would like to see an increase in June summer program aDendance; we need to spend more adver0sing dollars and offer Vail employees complimentary trial classes to increase aDendance during this 0me and boost awareness of the program overall. • How did this year’s event/program compare to last year? From our trial classes last year, this year’s programs averaged about 10 more par0cipants per class. Vail Brand Compatibility The Premier Interna-onal Mountain Resort Community 10 • How did the event /program support the Vail Brand? The Town of Vail was men0oned at every event as the exclusive event sponsor. The town logo was placed on 2500 rack cards distributed throughout the valley, every class descrip0on on our website, and 75 event posters. Addi0onally, press releases to the Vail Daily showcased these events and highlighted the Town of Vail as a place that values and supports unique art experiences. The Vail Mountain trail map was incorporated into one of our collage pain0ngs, and visual images of mountains showcased Vail Mountain as a place “like nothing on earth”. Par0cipants les each class with a keepsake to remind them of Vail as a premier mountain resort community. Brand Posi+oning: • Town of Vail: The Premier Interna+onal Mountain Resort Community • Vail Mountain: Like nothing on earth Community Contribution 11 • How did the event/program impact Vail’s sense of community? Each art class provided an opportunity for par0cipants to meet one another in a crea0ve setng. Many par0cipants came alone and were introduced to new people seated at their table, and locals and tourists were brought together as well. A sense of community was felt at each class, especially at the end when viewing so many unique pieces of artwork that were all created by individuals within our mountain community. Topline Marketing Efforts 12 • What are the top 3 successful marke0ng tac0cs, execu0ons or results from your event/program? • Facebook promo0on, both through Alpine Arts Center’s page and Vail Moms • Text messaging event reminders, which is a new service we started midway through the program and had huge success getng par0cipants to enroll directly by text • Vail Daily press releases and photographs submiDed for Town Talk • Please a?ach complete marke+ng plan to end of presenta+on. Potential for Growth & Sponsorships/Media Exposure 13 • How do you see the event/program evolving next year? I hope to increase guest and resident par0cipa0on for off season months, and possibly offer addi0onal classes at peak 0mes. We will also assess projects that were most popular this year and adjust class subjects accordingly for next year. In addi0on, we can consider new programs such as a community wide project where everyone creates a piece of a larger mural to bring into the Town of Vail. • What sponsors do you plan to target next year? (Including exis0ng and poten0al sponsors) We will approach the Vail Library, Vail Recrea0on District, and Ford Amphitheater again for in kind facility sponsorship. • How will you leverage media exposure and extend the marke0ng reach next year? We will con0nue to reach out to concierge with marke0ng materials and invite employees that work in Vail to try a complimentary class. We will u0lize social media, website, text messaging, and printed brochures to extend our marke0ng reach. Sustainability Efforts 14 • What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? Paper plates for paint paleDes were osen reused at Alpine Arts Center, winter trail maps were recycled and used for painted collages during summer classes, and our sample canvases were reused from one class to the next. • What waste reduc0on methods were used during your event/program? Reusable canvas tarps were used on tables instead of disposable paper table coverings. Supplies were osen shared among par0cipants to reduce waste as well. • How could you improve on sustainability efforts for next year’s event? Recycled canvas could be used by all par0cipants for select classes focused on sustainability. Certain projects could be geared towards crea0ng collages or sculptures using recycled materials. 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 Snapshot 15 *Event producer to attach detailed budget for recap Item $ Total Event/Program Budget: $20,000 CSE Funds: $10,000 Cash Sponsorship (not CSE): ---- In-kind Sponsorship: venues Marke0ng Budget: $2,000 approx. Profit & Loss: In progress, see detail How did you use the CSE funds? (marke0ng, opera0ons, staff, venue, etc.) Marke0ng, opera0ons & staff funding Additional Information/Appendix 16 • Provide detailed budget in the Appendix (see aDached) • Provide final marke0ng plan in the Appendix (see aDached) • Provide any addi0onal informa0on or marke0ng materials you think the CSE would benefit from (see aDached) 17 Event Dates & Participation Income TOV Income Ticket Total Income 1/23: 22 769 440 1209 2/28: 40 769 800 1569 3/30: 19 769 380 1149 6/1: 12 769 240 1009 6/15: 9 769 180 779 7/6: 25 769 500 1269 7/20: 25 769 500 1269 8/3: 44 769 880 1649 8/17: 34 769 680 1449 9/7: TBD 9/21: TBD 11/9: TBD 12/23: TBD Total Income (in progress)$11,351 (this will increase after remaining 4 events) General Expenses (for first 9 events)Total Expenses Supplies & Equipment 1350 Cupcakes 720 Instructor 3150 Special Event Permit 75 Arts Center Programming & Marketing Distribution Fee 7200 Marketing Crayons for rack cards 324.59 Rack cards 505.35 Text messaging marketing 350 Vail Daily press release and marketing 400 Total Expenses (in progress)$13,674.94 (expenses in progress, on track for year end) Detailed Budget (in progress since there are 4 events remaining) Final Marketing Plan Final Marketing Plan: Alpine Arts Center relied on the following for marketing events: • Email blasts, 1 per event • Text messaging reminders, 1 per event starting in late June (went to all of our regular summer customers) • Vail Daily press release, 1 for winter and 1 for summer series (will do another for upcoming series • Vail Daily Town Talk, 1 per event • Vail Daily video production, Trisha worked on Vail Daily article and video after attending a complimentary class • Cross marketing with Art in Public Places, ongoing o Highlighted in Art Section in Vail Mail email blasts o Listing in AIPP summer brochure o Flyer distribution during weekly art walks • Town of Vail employees were offered complimentary tickets • Concierge were offered complimentary tickets to the first event of the summer • Rack cards to all hotels in Vail with crayons for kids to color back side (1500 distributed in winter and 1500 in summer) • Facebook promotion, event invite sent for each class and shared on Alpine Arts Center’s page and Vail Moms page multiple times before events • Flyers posted around town for winter and summer series • Posted information on all event sites suggested by Town of Vail 18 Sample Marketing Materials 19 Class at VRD Community Programming 20 Classes at Vail Library and Ford Amphitheater 21