HomeMy WebLinkAbout3.a. 2017 Vail Snow Daze RecapSurveyed Event Recap: Vail Snow Daze
February 1, 2017
Vail Snow Daze, December 9-11, 2016
Office: 970.476.6797 x 702
Mobile: 970.331.5312
jdeighan@gohighline.com
2
Town
of
Vail
|
CSE
|
2/1/17
Attendance Estimate
3
• How
would
you
impact
a<endance
next
year?
• We
conBnue
to
work
with
Event
Partners
to
collaborate
on
the
social/digital
push
to
promote
the
event,
work
as
a
team
to
contract
with
the
right
talent
and
to
create
new
and
exciBng
partner
acBvaBons
to
increase
event
a<endance
and
memorable
experiences
for
guests.
Town
of
Vail
|
CSE
|
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Recreation (golf,
bike rental, etc.)
Shopping Lodging Other items,
excluding lodging
$0
$100
$200
Economic Impactper Attendee-Day$136
$45 $15$40 $24 $12
Direct Economic Impact to TOV per Attendee-Day
In paid lodging
Vacation home/timeshare
With friends/family
Other
57%
22%
20%
2%
Overnight Visitor Profile
Myself Only
2
3
4
5
6 or more
31%
24%
24%
10%
6%
6%
1
2
3 - 5
6 - 8
9 - 14
15 or more
15%
17%
50%
13%
4%
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
73%
10%
8%
2%
6%
2%
Under $50k
$50k-$100k
$100-$150k
$150k or more
14%
39%
14%
32%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
36%
23%
16%
13%
1%
7%
1%
2%
Male
Female
62%
38%
Detractor Passive Promoter
0%
20%
40%
60%
80%% of Total Number of Records25%22%
53%
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 Responding36%
20%
2%4%2%4%
8%8%
4%
8%
3%
Importance of Event in Decision to Visit Vail Today - Overall
2016 Event funding
Direct economic Impact
to TOV
Economic impact
payback ratio $40.37
$1,614,724.20
$40,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee-Days0K
10K
20K
11.8K
Attendance Est
28%
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 Responding53%
16%14%9%7%
Visitor Type
Colorado
California
Florida
Illinois
Texas
Arizona
Tennessee 3%
3%
4%
4%
4%
5%
55%
2016 Vail Event Visitor Summary: Snow Daze, Dec 9-11, 2016
Survey technique: Intercept. Overall sample size: 98 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11
Average
Overall
Overnight visitor
Seasonal resident of Vail Valley
Full-time downvalley resident
Full-time resident of Town of Vail
Day visitor to Vail 5.1
4.3
5.3
4.7
4.1
4.4
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:
$213
$220
Overall
Overnight visitor Overall
Town
of
Vail
|
CSE
|
2/1/17
Visitor Type
4
• Was
this
the
visitor
type
split
you
expected?
Yes,
very
similar
although
we
show
a
higher
a<endance
based
on
concerts,
base
area
expo,
on-‐mountain
acBon
and
apres
and
aOer-‐dark
parBes.
• Why
or
why
not?
Please
explain.
The
markeBng
is
thoughPully
placed
with
a
varied
mix
in
order
to
achieve
a
similar
mix
to
the
below.
• What
steps
would
you
take
to
opBmize
visitor
mix?
We
conBnue
to
work
with
Event
Partners
to
collaborate
on
the
social/digital
push
to
promote
the
event,
work
as
a
team
to
contract
with
the
right
talent
and
to
create
new
and
exciBng
partner
acBvaBons
to
increase
event
a<endance
and
buzz
surrounding
the
event.
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Recreation (golf,
bike rental, etc.)
Shopping Lodging Other items,
excluding lodging
$0
$100
$200
Economic Impactper Attendee-Day$136
$45 $15$40 $24 $12
Direct Economic Impact to TOV per Attendee-Day
In paid lodging
Vacation home/timeshare
With friends/family
Other
57%
22%
20%
2%
Overnight Visitor Profile
Myself Only
2
3
4
5
6 or more
31%
24%
24%
10%
6%
6%
1
2
3 - 5
6 - 8
9 - 14
15 or more
15%
17%
50%
13%
4%
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
73%
10%
8%
2%
6%
2%
Under $50k
$50k-$100k
$100-$150k
$150k or more
14%
39%
14%
32%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
36%
23%
16%
13%
1%
7%
1%
2%
Male
Female
62%
38%
Detractor Passive Promoter
0%
20%
40%
60%
80%% of Total Number of Records25%22%
53%
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 Responding36%
20%
2%4%2%4%8%8%4%8%
3%
Importance of Event in Decision to Visit Vail Today - Overall
2016 Event funding
Direct economic Impact
to TOV
Economic impact
payback ratio $40.37
$1,614,724.20
$40,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee-Days0K
10K
20K
11.8K
Attendance Est
28%
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 Responding53%
16%14%9%7%
Visitor Type
Colorado
California
Florida
Illinois
Texas
Arizona
Tennessee 3%
3%
4%
4%
4%
5%
55%
2016 Vail Event Visitor Summary: Snow Daze, Dec 9-11, 2016
Survey technique: Intercept. Overall sample size: 98 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11
Average
Overall
Overnight visitor
Seasonal resident of Vail Valley
Full-time downvalley resident
Full-time resident of Town of Vail
Day visitor to Vail 5.1
4.3
5.3
4.7
4.1
4.4
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:
$213
$220
Overall
Overnight visitor Overall
Town
of
Vail
|
CSE
|
2/1/17
Overall Visitor Profile
5
• Who
was
your
anBcipated
target
demographic?
• Male/Female
60/40
• Ages
25-‐40
• Did
you
reach
your
target
demographic
• Yes,
because
the
talent
secured
catered
to
this
target.
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Recreation (golf,
bike rental, etc.)
Shopping Lodging Other items,
excluding lodging
$0
$100$200
Economic Impactper Attendee-Day$136$45 $15$40 $24 $12
Direct Economic Impact to TOV per Attendee-Day
In paid lodging
Vacation home/timeshare
With friends/family
Other
57%
22%
20%
2%
Overnight Visitor Profile
Myself Only
2
3
4
5
6 or more
31%
24%
24%
10%
6%
6%
1
2
3 - 5
6 - 8
9 - 14
15 or more
15%
17%
50%
13%
4%
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
73%
10%
8%
2%
6%
2%
Under $50k
$50k-$100k
$100-$150k
$150k or more
14%
39%
14%
32%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
36%
23%
16%
13%
1%
7%
1%
2%
Male
Female
62%
38%
DetractorPassive Promoter0%20%40%60%80%% of Total Number of Records25%22%53%Likelihood of Recommending Event to a Friend or Family Member0: None, Iwould havecome to Vailanyway1234 5: Half myreason forcoming to Vail 6 7 8 9 10: My onlyreason forcoming to Vail0%20%40%Percent Responding36%20%2%4%2%4%8%8%4%8%3%Importance of Event in Decision to Visit Vail Today - Overall2016 Event fundingDirect economic Impactto TOVEconomic impactpayback ratio $40.37$1,614,724.20$40,000.00Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee-Days0K10K20K11.8KAttendance Est 28%NPS Net Promoter ScoreOvernightvisitorSeasonalresident ofVail Valley Full-timeresident ofTown of Vail Full-timedownvalleyresident Day visitor toVail0%50%Percent Responding53%16%14%9%7%Visitor Type
Colorado
California
Florida
Illinois
Texas
Arizona
Tennessee 3%
3%
4%
4%
4%
5%
55%
2016 Vail Event Visitor Summary: Snow Daze, Dec 9-11, 2016
Survey technique: Intercept. Overall sample size: 98 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11
AverageOverallOvernight visitorSeasonal resident of Vail ValleyFull-time downvalley residentFull-time resident of Town of VailDay visitor to Vail5.14.35.34.74.14.4
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:
$213
$220
Overall
Overnight visitor Overall
Town
of
Vail
|
CSE
|
2/1/17
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
6
• What
measures
did
you
take
to
incenBvize
a<endees
to
book
lodging
in
the
Town
of
Vail?
• Lodging
packages
are
promoted
through
Vail.com
and
the
schedule
is
created
to
promote
a
weekend
of
acBon
to
promote
overnight
stays
in
Vail.
• The
event
adverBsing
and
print
pieces
included
a
lodging
call
to
acBon.
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Recreation (golf,
bike rental, etc.)
Shopping Lodging Other items,
excluding lodging
$0
$100$200
Economic Impactper Attendee-Day$136
$45 $15$40 $24 $12
Direct Economic Impact to TOV per Attendee-Day
In paid lodging
Vacation home/timeshare
With friends/family
Other
57%
22%
20%
2%
Overnight Visitor Profile
Myself Only
2
3
4
5
6 or more
31%
24%
24%
10%
6%
6%
1
2
3 - 5
6 - 8
9 - 14
15 or more
15%
17%
50%
13%
4%
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
73%
10%
8%
2%
6%
2%
Under $50k
$50k-$100k
$100-$150k
$150k or more
14%
39%
14%
32%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
36%
23%
16%
13%
1%
7%
1%
2%
Male
Female
62%
38%
Detractor Passive Promoter0%20%40%60%80%% of Total Number of Records25%22%53%Likelihood of Recommending Event to a Friend or Family Member0: None, Iwould havecome to Vailanyway 1 2 3 4 5: Half myreason forcoming to Vail 6 7 8 9 10: My onlyreason forcoming to Vail0%20%40%Percent Responding36%20%2%4%2%4%8%8%4%8%3%Importance of Event in Decision to Visit Vail Today - Overall2016 Event fundingDirect economic Impactto TOVEconomic impactpayback ratio $40.37$1,614,724.20$40,000.00Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee-Days0K10K20K 11.8KAttendance Est 28%NPS Net Promoter ScoreOvernightvisitorSeasonalresident ofVail Valley Full-timeresident ofTown of Vail Full-timedownvalleyresident Day visitor toVail0%50%Percent Responding53%16%14%9%7%Visitor Type
Colorado
California
Florida
Illinois
Texas
Arizona
Tennessee 3%
3%
4%
4%
4%
5%
55%
2016 Vail Event Visitor Summary: Snow Daze, Dec 9-11, 2016
Survey technique: Intercept. Overall sample size: 98 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11
AverageOverallOvernight visitorSeasonal resident of Vail ValleyFull-time downvalley residentFull-time resident of Town of VailDay visitor to Vail 5.14.35.34.74.14.4
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:
$213
$220
Overall
Overnight visitor Overall
Town
of
Vail
|
CSE
|
2/1/17
Role/Importance of Event in Intent to Visit Vail
7
• What
acBons
did
you
take
this
year
to
generate
the
number
of
overnight
guests?
Messaging
directs
people
to
vail.com/snowdaze
where
a
number
of
lodging
packages
are
available.
New
this
year,
Vail
Mountain
and
Highline
worked
together
to
introduce
lodging
partnerships.
For
this
year,
Vail
Racquet
Club
and
Evergreen
Lodge
were
part
of
the
mix.
• How
would
you
increase
the
number
of
overnight
Vail
guests
coming
for
the
event
next
year?
ConBnue
with
a
strong
markeBng
plaPorm
through
several
medias
and
booking
bands
with
a
strong
following.
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Recreation (golf,
bike rental, etc.)
Shopping Lodging Other items,
excluding lodging
$0
$100
$200
Economic Impactper Attendee-Day$136
$45 $15$40 $24 $12
Direct Economic Impact to TOV per Attendee-Day
In paid lodging
Vacation home/timeshare
With friends/family
Other
57%
22%
20%
2%
Overnight Visitor Profile
Myself Only
2
3
4
5
6 or more
31%
24%
24%
10%
6%
6%
1
2
3 - 5
6 - 8
9 - 14
15 or more
15%
17%
50%
13%
4%
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
73%
10%
8%
2%
6%
2%
Under $50k
$50k-$100k
$100-$150k
$150k or more
14%
39%
14%
32%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
36%
23%
16%
13%
1%
7%
1%
2%
Male
Female
62%
38%
Detractor Passive Promoter
0%
20%
40%
60%
80%% of Total Number of Records25%22%
53%
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 Responding36%
20%
2%4%2%4%
8%8%
4%
8%
3%
Importance of Event in Decision to Visit Vail Today - Overall
2016 Event funding
Direct economic Impact
to TOV
Economic impact
payback ratio $40.37
$1,614,724.20
$40,000.00Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee-Days0K
10K
20K 11.8KAttendance Est
28%
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 Responding53%
16%14%9%7%
Visitor Type
Colorado
California
Florida
Illinois
Texas
Arizona
Tennessee 3%
3%
4%
4%
4%
5%
55%
2016 Vail Event Visitor Summary: Snow Daze, Dec 9-11, 2016
Survey technique: Intercept. Overall sample size: 98 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11
Average
Overall
Overnight visitor
Seasonal resident of Vail Valley
Full-time downvalley resident
Full-time resident of Town of Vail
Day visitor to Vail 5.1
4.3
5.3
4.7
4.1
4.4
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:
$213
$220
Overall
Overnight visitor Overall
Town
of
Vail
|
CSE
|
2/1/17
NPS (Net Promoter Score)/Likelihood to Recommend
8
• Do
you
think
the
NPS
scores
reflect
the
a<endee
event
experience?
All
events
at
Vail
Snow
Daze
are
designed
to
create
a
great
atmosphere
and
variety
of
experiences
for
guests
to
enjoy
even
outside
of
their
on-‐mountain
experience.
This
NPS
is
lower
than
expected
but
because
a
variety
of
the
surveying
took
place
at
the
expo
village
vs.
key
Bmes
of
the
concert.
This
would
allow
for
several
surveyed
guests
to
be
those
that
stumbled
upon
the
acBvaBon
and
show
that
Snow
Daze
didn’t
impact
their
decision
to
come
to
Vail.
• What
steps
would
you
take
to
improve
the
NPS
scores
for
your
event
next
year?
As
Event
Producers
working
with
Vail
Mountain,
the
team
collaborates
to
conBnuously
stay
on
the
pulse
with
popular
entertainment,
unique
partner
experiences
within
the
budget
and
current
Vail
Mountain,
Town
of
Vail
and
Strategic
Partnership
goals.
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Recreation (golf,
bike rental, etc.)
Shopping Lodging Other items,
excluding lodging
$0
$100
$200
Economic Impactper Attendee-Day$136
$45 $15$40 $24 $12
Direct Economic Impact to TOV per Attendee-Day
In paid lodging
Vacation home/timeshare
With friends/family
Other
57%
22%
20%
2%
Overnight Visitor Profile
Myself Only
2
3
4
5
6 or more
31%
24%
24%
10%
6%
6%
1
2
3 - 5
6 - 8
9 - 14
15 or more
15%
17%
50%
13%
4%
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
73%
10%
8%
2%
6%
2%
Under $50k
$50k-$100k
$100-$150k
$150k or more
14%
39%
14%
32%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
36%
23%
16%
13%
1%
7%
1%
2%
Male
Female
62%
38%
Detractor Passive Promoter
0%
20%
40%
60%
80%% of Total Number of Records25%22%
53%
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 Responding36%20%2%4%2%4%8%8%4%8%3%Importance of Event in Decision to Visit Vail Today - Overall2016 Event fundingDirect economic Impactto TOVEconomic impactpayback ratio $40.37$1,614,724.20$40,000.00Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee-Days0K10K20K 11.8KAttendance Est
28%
NPS
Net Promoter Score
Overnightvisitor Seasonalresident ofVail Valley Full-timeresident ofTown of Vail Full-timedownvalleyresident Day visitor toVail0%50%Percent Responding53%16%14%9%7%Visitor Type
Colorado
California
Florida
Illinois
Texas
Arizona
Tennessee 3%
3%
4%
4%
4%
5%
55%
2016 Vail Event Visitor Summary: Snow Daze, Dec 9-11, 2016
Survey technique: Intercept. Overall sample size: 98 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11
AverageOverallOvernight visitorSeasonal resident of Vail ValleyFull-time downvalley residentFull-time resident of Town of VailDay visitor to Vail 5.14.35.34.74.14.4
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:
$213
$220
Overall
Overnight visitor Overall
Town
of
Vail
|
CSE
|
2/1/17
Estimated Return on Investment (ROI) & Attendee Expenditures
9
What
did
your
event
do
to
encourage
spending
in
Vail?
• Vail.com
promotes
a
wide
variety
of
acBvity,
lodging
and
restaurants
within
the
Town
of
Vail
through
content,
links
to
deals
and
more.
• The
concerts
within
the
Town
of
Vail
directly
impact
the
traffic
within
the
Town
of
Vail
Restaurants,
retailers
and
bars.
• The
increased
#
of
apres/aOer
dark
parBes
align
with
this
goal
as
well.
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Recreation (golf,
bike rental, etc.)
Shopping Lodging Other items,
excluding lodging
$0
$100
$200
Economic Impactper Attendee-Day$136
$45 $15$40 $24 $12
Direct Economic Impact to TOV per Attendee-Day
In paid lodging
Vacation home/timeshare
With friends/family
Other
57%
22%
20%
2%
Overnight Visitor Profile
Myself Only
2
3
4
5
6 or more
31%
24%
24%
10%
6%
6%
1
2
3 - 5
6 - 8
9 - 14
15 or more
15%
17%
50%
13%
4%
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
73%
10%
8%
2%
6%
2%
Under $50k
$50k-$100k
$100-$150k
$150k or more
14%
39%
14%
32%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
36%
23%
16%
13%
1%
7%
1%
2%
Male
Female
62%
38%
Detractor Passive Promoter
0%
20%
40%
60%
80%% of Total Number of Records25%22%
53%
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 Responding36%
20%
2%4%2%4%
8%8%
4%
8%
3%
Importance of Event in Decision to Visit Vail Today - Overall
2016 Event funding
Direct economic Impact
to TOV
Economic impact
payback ratio $40.37
$1,614,724.20
$40,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee-Days0K
10K
20K
11.8K
Attendance Est
28%
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 Responding53%
16%14%9%7%
Visitor Type
Colorado
California
Florida
Illinois
Texas
Arizona
Tennessee 3%
3%
4%
4%
4%
5%
55%
2016 Vail Event Visitor Summary: Snow Daze, Dec 9-11, 2016
Survey technique: Intercept. Overall sample size: 98 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11
Average
Overall
Overnight visitor
Seasonal resident of Vail Valley
Full-time downvalley resident
Full-time resident of Town of Vail
Day visitor to Vail 5.1
4.3
5.3
4.7
4.1
4.4
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:
$213
$220
Overall
Overnight visitor Overall
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Recreation (golf,
bike rental, etc.)
Shopping Lodging Other items,
excluding lodging
$0
$100
$200
Economic Impactper Attendee-Day$136
$45 $15$40 $24 $12
Direct Economic Impact to TOV per Attendee-Day
In paid lodging
Vacation home/timeshare
With friends/family
Other
57%
22%
20%
2%
Overnight Visitor Profile
Myself Only
2
3
4
5
6 or more
31%
24%
24%
10%
6%
6%
1
2
3 - 5
6 - 8
9 - 14
15 or more
15%
17%
50%
13%
4%
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
73%
10%
8%
2%
6%
2%
Under $50k
$50k-$100k
$100-$150k
$150k or more
14%
39%
14%
32%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
36%
23%
16%
13%
1%
7%
1%
2%
Male
Female
62%
38%
Detractor Passive Promoter
0%
20%
40%
60%
80%% of Total Number of Records25%22%
53%
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 Responding36%
20%
2%4%2%4%8%8%4%8%
3%
Importance of Event in Decision to Visit Vail Today - Overall
2016 Event fundingDirect economic Impactto TOVEconomic impact
payback ratio $40.37
$1,614,724.20$40,000.00Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee-Days0K
10K20K 11.8KAttendance Est
28%
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 Responding53%16%14%9%7%Visitor Type
Colorado
California
Florida
Illinois
Texas
Arizona
Tennessee 3%
3%
4%
4%
4%
5%
55%
2016 Vail Event Visitor Summary: Snow Daze, Dec 9-11, 2016
Survey technique: Intercept. Overall sample size: 98 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11
Average
Overall
Overnight visitor
Seasonal resident of Vail Valley
Full-time downvalley resident
Full-time resident of Town of Vail
Day visitor to Vail 5.1
4.3
5.3
4.7
4.1
4.4
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:
$213
$220
Overall
Overnight visitor Overall
Town
of
Vail
|
CSE
|
2/1/17
Vail Brand Compatibility
The
Premier
Interna-onal
Mountain
Resort
Community
10
The
event
met
the
standard
of
excellence
by:
• Offering
a
world-‐class
Vail
Snow
Daze
guest
experience,
strong
talent-‐line-‐up
and
event
a<endance
proved
successful
for
2016.
• ConBnuing
to
align
with
naBonal
brand
sponsors
who
create
appealing
event
acBvaBons
and
branding
with
a
strong
visual
appeal
and
brand
alignment.
Bud
Light
and
Vibram
were
key
brands
who
embraced
and
enhance
the
experience
for
the
Vail
guest.
• CreaBng
successful
MarkeBng
and
PR
campaigns
–
major
coverage
generated
millions
of
impressions
and
approximately
$400,000.00
in
value.
• UBlizing
a
variety
of
media
including
print,
radio,
video,
social
and
digital
media
and
more.
Town
of
Vail
|
CSE
|
2/1/17
Event Strengths & Weaknesses
11
• Measures
that
could
be
taken
for
event
improvement:
• This
event
is
a
well-‐oiled
machine
bringing
a
wide
variety
of
visitors
to
the
area.
The
constant
focus
is
to
create
unique,
memorable
experiences
for
guests
which
is
exceeded
through
evolving
with
the
event
partnerships,
event
elements,
promoBons
and
more.
• For
repeat
event,
comparison
to
past
years:
• A
strength
of
this
year,
the
Expo
Village
partners
brought
increased
vitality
to
the
footprint
and
increased
number
of
partnerships.
We
conBnue
to
see
this
as
a
way
to
promote
the
free
concerts
through
the
DJ,
especially
since
the
concerts
are
the
pillars
of
the
event.
Town
of
Vail
|
CSE
|
2/1/17
Event Strengths & Weaknesses
12
• Exceeded
expectaBons
in
these
ways:
• Vail
Snow
Daze,
the
largest
early-‐season
mountain
bash
in
North
America,
returned
Dec.
9-‐11,
2016.
From
amazing
live
concerts
at
Solaris
and
the
Sponsor
Expo
Village
at
the
base
of
Gondola
One
to
après
and
aOer-‐dark
parBes
throughout
Vail
Village
and
Lionshead,
Snow
Daze
was
a
weekend
not
to
be
missed.
• Performing
arBsts
for
Snow
Daze
2016
at
Solaris
included
Michael
FranB
Trio
,
Le<uce,
Marvel
Years
and
Turntable
Review.
AddiBonal
entertainment
included
DJ
P
Rock
at
Mountain
Plaza.
• MarkeBng
exposure
conBnues
to
be
strong
and
event
partner’s
digital
media
and/or
event
promoBons
generate
addiBonal
exposure.
Town
of
Vail
|
CSE
|
2/1/17
Event Strengths & Weaknesses
13
• Exceeded
expectaBons
in
these
ways:
• Vail
remains
commi<ed
to
providing
free,
first-‐rate
entertainment
for
locals
and
desBnaBon
guests
from
all
over
the
world.
The
weekend
event
kept
lodging
at
capacity,
restaurants
and
shops
packed
and
the
mountain
full
of
smiling
skiers
and
riders.
Similar
to
many
years
of
Vail
Snow
Daze,
the
event
complemented
all
of
the
SNOW!
• Sponsors
that
were
involved
in
Snow
Daze
included:
Vail
Mountain,
Bud
Light,
Pepsi,
Audi,
Town
of
Vail,
Verizon
Wireless,
Helly
Hansen,
Vibram,
Nature
Valley,
Liberty
Skis,
Vail
Resorts
Retail,
Colorado
Mountain
Express,
Meier
Skis,
The
Bev
Paw,
Vail
Racquet
Club
and
Evergreen
Lodge.
Town
of
Vail
|
CSE
|
2/1/17
Community Contribution
14
• Describe
how
the
event
impacted
Vail’s
sense
of
community:
• Vail
Snow
Daze
does
a
great
job
of
impacBng
the
sense
of
community.
It
is
a
strong
kick-‐off
to
the
ski
season
bringing
free
entertainment
to
the
early-‐
season
guests.
• This
event
drove
traffic
to
the
mountains
for
crowds
to
enjoy
the
entertainment
and
early
season
snow
in
the
mountains.
This
year,
the
much
awaited
snow
was
a
bonus
for
guests
making
the
snow
an
addiBonal
driver.
• Vail
Snow
Daze
set
the
tone
for
a
strong
snow
season
ahead.
Free
concerts
and
a
variety
of
fun
sponsor
acBvaBons
for
guests
to
enjoy
both
on
and
off
the
mountain.
Town
of
Vail
|
CSE
|
2/1/17
Topline Marketing Efforts - General
15
ADVERTISING,
MARKETING
AND
PUBLIC
RELATIONS
A
full
adverBsing,
markeBng
and
public
relaBons
campaign
was
executed
surrounding
Vail
Snow
Daze
in
the
local,
regional
and
naBonal
media.
Placements
were
made
with
print,
broadcast
and
digital
outlets.
• Media
impressions
totaled
more
than:
2,693,276
• Local
and
Front
Range
Media:
919,919
• Digital
impressions:
843,000
• Editorial:
930,357
Town
of
Vail
|
CSE
|
2/1/17
Topline Marketing Efforts – Front Range
16
Colorado
Daily
• 3
half-‐page
four-‐color
print
ads:
December
2,
7
and
9
• 98K
Adult
Impressions
Westword
• 1
junior-‐page
four-‐color
print
ad:
December
8
• 138K
Adult
Impressions
PreRoll
Video
• 15
and
:30
preroll
and
out-‐stream
video
purchased
through
The
Trade
Desk
against
a
HHI
Skier
audience:
• Adults
25-‐54
/
HHI
of
$100k+
/
Skier
Overlay
• 203K
Impressions
/
414
Clicks
/
44%
Viewability
/
58%
CompleBon
Rate
• CPM:
$34.52
/
CPC:
$16.92
• 58
TRPs
against
ages
25-‐54
Town
of
Vail
|
CSE
|
2/1/17
Topline Marketing Efforts – Local In-Resort Media
17
Vail
Daily
• 7
half-‐page
four-‐color
print
ads:
November
25
and
December
2,
5,
7,
8,
9
and
10
• 219K
Adult
Impressions
Vail
Weekly
• 3
full-‐page
full-‐color
print
ads:
November
25
and
December
2
and
9
• 75K
Adult
Impressions
Local
Radio
• :60
spots
on
KZYR
from
December
5
through
11
• 48K
Adult
Impressions
TV8
• :30
spots
from
November
30
–
December
11
• 140K
Adult
Impressions
Town
of
Vail
|
CSE
|
2/1/17
Topline Marketing Efforts – Digital
18
• Vail
Snow
Daze
has
an
event
page
at
vail.com/snowdaze,
which
included
schedules,
sponsor
logos
and
links
and
more
• Event
informaBon
was
included
in
email
content
from
numerous
organizaBons,
including
Vail
Mountain,
Town
of
Vail,
Open
Snow,
Highline
and
Lodging
enBBes
• Vail
Mountain
email
blast
that
included
Snow
Daze
event
messaging:
– November
1:
10K
guests
and
resulted
in
852
addiBonal
visits
(approx.
8.7%
CTR)
to
vail.com/snowdaze
• Snow
Daze
page
views
totaled
28K
Town
of
Vail
|
CSE
|
2/1/17
Topline Marketing Efforts – Social Media
19
Social
media
played
a
large
role
in
spreading
the
word
about
the
event,
as
many
of
the
arBsts
and
sponsors
involved
in
the
event
are
very
acBve
on
a
number
of
social
networks.
FACEBOOK
• Total
Posts:
7
• Total
Reach:
334K
• Total
Likes:
2.4K
• Total
Reac-ons/Comments/Shares:
5K
• Highlight:
October
17,
Snow
Daze
lineup
announcement
– Reach:
44K;
Likes:
266;
ReacBons/Comments/
Shares:
905
• Highlight:
December
8,
Condi-ons/Snow
Daze
Video
– Reach:
158K;
Likes:
637;
ReacBons/Comments/
Shares:
1.4K
Town
of
Vail
|
CSE
|
2/1/17
Topline Marketing Efforts – Social Media
20
INSTAGRAM
• Total
Posts:
4
• Total
Impressions:
245.1K
• Total
Reach:
176K
• Total
Engagements:
12K
• Highlight:
Condi-ons
and
Event
Plug-‐
Likes:
7K;
Comments:
165
• Highlight:
Concert
Shot
and
Snow
Update
-‐
Likes:
3K;
Comments:
17
Town
of
Vail
|
CSE
|
2/1/17
Topline Marketing Efforts – Social Media
21
TWITTER
• Total
Posts:
2
• Total
Impressions:
29K
• Total
Engagements:
803
• Highlight:
December
10
Concert
Preview
– Impressions:
16K
– Engagements:
523
Town
of
Vail
|
CSE
|
2/1/17
Topline Marketing Efforts – Public Relations
22
A
public
relaBons
campaign
surrounding
Vail
Snow
Daze
was
conducted,
reaching
out
to
local,
regional
and
naBonal
media
outlets
to
enhance
coverage
of
the
event
in
the
news
media.
One
press
release
went
out
on
October
17
to
announce
the
complete
lineup
for
Snow
Daze.
Snow
Daze
menBons
were
also
included
in
several
press
releases
including
announcements
around
early
season,
snow
and
terrain
messaging.
• December
3
Terrain
Update
• December
4
Terrain
Update
• December
7
Terrain
Update
The
public
relaBons
campaign
resulted
in
a
number
of
major
placements
for
the
event.
• Vail
Daily
(Oct.
18):
285,552
UMV
• Westword
(Oct.25/Dec.
1):
607,899
UMV
• Free
Skier
(Nov.
21):
36,906
UMV
Town
of
Vail
|
CSE
|
2/1/17
Potential for Growth & Sponsorships/Media Exposure
23
• The
robust
markeBng
plaPorms
and
savvy
social/digital
plaPorms
in
place
by
Vail
lend
to
exponenBal
growth
in
Event
followers
and
acBon
• New
naBonal
brands
conBnue
to
be
part
of
the
markeBng
mix
at
Vail
Snow
Daze.
• We
conBnue
to
aim
for
growth
with
the
ski
industry
hard
goods
category
with
gear
demos
for
the
guests
to
enjoy.
This
year,
three
new
brands
were
introduced
to
the
event
as
expo
partners.
Town
of
Vail
|
CSE
|
2/1/17
Sustainability Efforts
24
• Worked
with
town
environmental
officials
to
develop
green
pracBces
and
worked
with
Vail
Honey
Wagon
to
recycle
all
event
cardboard,
plasBc
and
aluminum
• Had
event
staff
dedicated
to
collecBng
and
sorBng
trash
and
recycling
• Served
beverages
in
recyclable
or
compostable
cups
• No
vehicles
were
leO
idle
while
loading
in
and
out
• Moved
to
majority
use
of
linens
in
lieu
of
plasBc
disposable
tablecloths
The
Town
of
Vail
is
commi0ed
to
the
stewardship
and
protec5on
of
our
unique
mountain
environment.
In
considera5on
of
both
our
local
and
global
impacts
and
opportuni5es,
our
environmental
vision
is
to
demonstrate
and
promote:
renewable
energy,
resource
efficiency,
ecosystem
protec5on,
and
community
awareness
and
educa5on.
Town
of
Vail
|
CSE
|
2/1/17
Event Budget
25
• Total
event
budget:
$366,608
• CSE
funds:
$40,000
• Profit
and
loss:
-‐
• Funding
uBlizaBon:
Overall
Event
ProducBon
• In-‐kind
sponsorship:
Lodging
and
TransportaBon
Support
• Cash
sponsorship:
$304,863
* Event producer to attach detailed budget for recap
Town
of
Vail
|
CSE
|
2/1/17
Additional Information/Appendix
26
• Detailed
budget
in
complete
PDF
• Full
version
of
the
Survey
Dashboard
PDF
in
Appendix
• AddiBonal
MarkeBng
Display
Items
and
PR
Examples
2016 VAIL SNOW DAZE
(as of 01/27/2017)
ACTUAL
Vail Snow Daze
REVENUES:
419 Vail Mountain/Strategic Alliance Funding 295,725.72
420 Sponsorships (Other)9,137.50
420.5 CSE Event Funding 40,000.00
421 Incremental Funding
422 Entry Fees
422.5 Concert Ticket Sales (Private Reserve)
423 F&B Sales (net sales tax 4.0%)21,745.48
424 Band Merchandise Sales Cut
424.5 ATM Commission
TOTAL REVENUES 366,608.70
EXPENSES:
510 Event Operations/Security 23,643.01
517 Talent/Bands 104,379.75
518 Production 35,254.16
519 Event Promotions 2,199.57
519.5 Event Advertising/Marketing/Postering
520 Event Merchandise/Sponsor Gifting
525 Event Supplies 1,225.33
526 F&B Expenses 14,776.17
526.5 Charitable Donation (Bev Sales)1,500.00
527 Equipment Rental 14,964.44
529 Event Photography
530 Portable Toilets/Trash/Recycling 5,163.50
533 Prize Money/Appearance Fees
535 Public Relations
538 Venue Rental/Site Fees 3,600.00
543 Wardrobe/Uniforms
550 Event Insurance 4,410.00
555 Equipment Repairs -
617 Bank/Credit Card Charges 1,428.35
620 Vehicle Expenses 3,560.60
626 Pre-press/Design
627 Licenses and Permits 1,897.60
628 Printing and Reproduction -
630 Office/Computer Supplies 200.00
636 Postage/Shipping 137.23
640 Event Travel -
641 Meals/Entertainment 21.22
642 Lift Tickets
643 On-Mountain Dining
644 Event Lodging 3,328.22
646 Sponsor Ground Transfers
669 Contract Labor 4,669.00
670 Event Payroll Expenses 12,528.90
671 Sponsor Implementation/Fulfillment 19,300.90
672 Event Management (EP/AP)48,420.75
672.5 Project Fee 60,000.00
TOTAL EXPENSES 366,608.70
Profit/Loss -
-CONFIDENTIAL-
Prepared by H I G H L I N E
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Recreation (golf,
bike rental, etc.)
Shopping Lodging Other items,
excluding lodging
$0
$100
$200
Economic Impactper Attendee-Day$136
$45 $15$40 $24 $12
Direct Economic Impact to TOV per Attendee-Day
In paid lodging
Vacation home/timeshare
With friends/family
Other
57%
22%
20%
2%
Overnight Visitor Profile
Myself Only
2
3
4
5
6 or more
31%
24%
24%
10%
6%
6%
1
2
3 - 5
6 - 8
9 - 14
15 or more
15%
17%
50%
13%
4%
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
73%
10%
8%
2%
6%
2%
Under $50k
$50k-$100k
$100-$150k
$150k or more
14%
39%
14%
32%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
36%
23%
16%
13%
1%
7%
1%
2%
Male
Female
62%
38%
Detractor Passive Promoter
0%
20%
40%
60%
80%% of Total Number of Records25%22%
53%
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 Responding36%
20%
2%4%2%4%8%8%4%8%
3%
Importance of Event in Decision to Visit Vail Today - Overall
2016 Event funding
Direct economic Impact
to TOV
Economic impact
payback ratio $40.37
$1,614,724.20
$40,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee-Days0K
10K
20K
11.8K
Attendance Est
28%
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 Responding53%
16%14%9%7%
Visitor Type
Colorado
California
Florida
Illinois
Texas
Arizona
Tennessee 3%
3%
4%
4%
4%
5%
55%
2016 Vail Event Visitor Summary: Snow Daze, Dec 9-11, 2016
Survey technique: Intercept. Overall sample size: 98 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 11
Average
Overall
Overnight visitor
Seasonal resident of Vail Valley
Full-time downvalley resident
Full-time resident of Town of Vail
Day visitor to Vail 5.1
4.3
5.3
4.7
4.1
4.4
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:$213
$220
Overall
Overnight visitor Overall
2016
SNOW
DAZE
RECAP
REPORT
EXECUTIVE
SUMMARY
Vail
Snow
Daze,
the
largest
early-‐season
mountain
bash
in
North
America,
returned
Dec.
9-‐11,
2016.
From
amazing
live
concerts
at
Solaris
and
the
Sponsor
Expo
Village
at
the
base
of
Gondola
One
to
après
and
after-‐dark
parties
throughout
Vail
Village
and
Lionshead,
Snow
Daze
was
a
weekend
not
to
be
missed.
Performing
artists
for
Snow
Daze
2016
at
Solaris
included
Michael
Franti Trio
,
Lettuce,
Marvel
Years
and
Turntable
Review.
Additional
entertainment
included
DJ
P
Rock
at
Mountain
Plaza.
Sponsors
that
were
involved
in
Snow
Daze
included:
Vail
Mountain,
Bud
Light,
Pepsi,
Audi,
Town
of
Vail,
Verizon
Wireless,
Helly
Hansen,
Vibram,
Nature
Valley,
Liberty
Skis,
Vail
Resorts
Retail,
Colorado
Mountain
Express,
Meier
Skis,
The
Bev
Paw,
Vail
Racquet
Club
and
Evergreen
Lodge.
EVENT
SNAPSHOT
Dates:
Friday,
December
9
through
Sunday,
December
11,
2016
Total
estimated
attendance:
59,685
Estimated
total
media
impressions:
2,693,276
Locations:
Solaris;
Base
of
Gondola
One,
Mountain
Plaza;
and
Vail
Village
and
Lionshead
Bars
and
Restaurants
EVENT
SCHEDULE
EVENT
ELEMENTS:
CONCERTS
Michael
Franti and
Minturn
Review
Friday,
December
9 at
Solaris
Venue
opened
at
5pm,
Concert
at
5:30pm
EVENT
ELEMENTS:
CONCERTS
Lettuce
with
Marvel
Years
Saturday,
December
10
at
Solaris
Venue
opened
at
5pm,
Concert
at
5:30pm
EVENT
ELEMENTS:
SPONSOR
EXPO
VILLAGE
Friday,
December
9
through
Sunday,
December
11
Mountain
Plaza,
Base
of
Gondola
One
Guests
experienced
premier
brands
and
received
product
samples
in
this
area
from
the
likes
of
Verizon,
Smith,
Nature
Valley,
Audi,
Helly
Hansen,
Bud
Light,
Liberty,
Vail
Resorts
Retail,
Epic
Mix,
Red
Bull,
The
Bev
Paw,
Noosa
Yogurt
and
Meier
Skis.
The
Sponsor
Expo
Village
is
a
strong
way
for
brands
to
activate
amongst
local
and
destination
skiers,
enhance
the
overall
guest
experience
and
amplify
the
schedule.
ADVERTISING,
MARKETING
AND
PR
A
full
advertising,
marketing
and
public
relations
campaign
was
executed
surrounding
Vail
Snow
Daze
in
the
local,
regional
and
national
media.
Placements
were
made
with
print,
broadcast
and
digital
outlets.
•Media
impressions
totaled
more
than:
2,693,276
•Editorial:
930,357
•Local
and
Front
Range
Media:
919,919
•Digital
impressions:
843,000
ADVERTISING:
PRINT
ADVERTISING:
COLLATERAL
EVENT
CREDENTIALS
EVENT
PHOTOS
EVENT
PHOTOS/TOWN
OF
VAIL
LOGO