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Home My WebLink About3.b. 2017 Vail Holidaze RecapDecember 11th – 31st, 2016 2/1/17 1 Town of Vail CSE December 11th – 31st, 2016 Ren event produc9ons Office: 970-‐401-‐3320 renochfrasch@gmail.com Vail Holidaze: Holiday events that go throughout the month of December. The highlight being the Vail tree lighLng. 2/1/17 2 Town of Vail CSE Town of Vail SE 2 Thank you for helping us make Vail Holidaze an amazing event held through town. We added an event to the docket. December 11th: The Kris Kringle Market. We had 32 vendors that were in Vail on Willow Bridge Road, from 11 am-‐ 3:30 pm. We visited local schools and libraries to bring them informaLon about the lantern walk the weeks aSer Thanksgiving. December 18th: Vail Tree Ligh9ng and cookie decora9ng 2:30-‐6:00 pm The ice sculpture display at Slier Square, skaLng with Vail SkaLng Club, decoraLng cookies and the Tree lighLng, December 21st: Winter Sols9ce Lantern Walk: helping with the Winter SolsLce lantern walk/ cookie decoraLng and hot chocolate. December 31st 5:00 pm-‐ 6:15 pm and 12:00 am Torchlight Parade and Fireworks The fesLviLes within Vail gave the guests visiLng and locals a chance to come to town to celebrate the Holiday season. 2/1/17 3 Town of Vail CSE Par9cipants were from a mul9tude of loca9ons . December 11: Guests were from the Vail Valley, second home owners. We had day visitors that had come to the the Vail Valley. December 18th Tree LighLng: Guests were from the Vail Valley, second homeowners & the start of holiday guests. December 31st: Guests were from Vail Valley, Colorado, Holiday Guest, which are from California, Illinois, Minnesota, Nevada, New Zealand Texas, Mexico and more. 75% were staying in Vail anywhere from 3-‐14 nights. The groups were mainly families. The majority age was 45-‐54. 2/1/17 4 Town of Vail CSE Demographic of Par9cipants Kris Kringle Market 2/1/17 5 Town of Vail CSE Tree LighLng and Cookie DecoraLng 2/1/17 6 Town of Vail CSE Strengths • Vail Holidaze had a huge show of support from the guests of Vail. We began with the Kris Kringle Market, the tree lighLng occurred as people were gecng into town. Adding a day for the Winter SolsLce Lantern Walk and the interest from area schools also increased acLviLes for the guests. • Ren Events feels that nothing was lost this year. We had a huge draw for the tree lighLng and it was perfect that The Lantern walk has become its own event. • The Ice sculpture in front of the tree is a huge draw and we will conLnue this. • The Vail Children’s Chorale sang and brought many local visitors into town. • Cookie decoraLng brought people into the plazas in both Lionshead and Vail. We used 1200 cookies. • The Tree lighLng had a huge crowd, esLmated to be 1500 at the peak Lme. The chill in the air (0 to -‐5) was not a favorite, but people stayed for the show! • We helped with the lantern walk and made sure every school in the valley knew about the event, along with the libraries. • The Fireworks were truly amazing. 2/1/17 7 Town of Vail CSE Weaknesses/Changes for 2017 • Sound needs to be even louder than was for event. Noted that the – temperatures made sound more difficult this year. • The children's microphones were not working due to weather, and we will ensure that we have 20 children on stage singing. • We love the elementary children, however we will be bringing back the BMHS or a college a capella group to sing along with children. Costumes included. • We will be meeLng with town beginning in February, to begin work on new logo/template as the event will officially be called Vail Holidays from this point forward. • We will work closely with the the town and are looking at a few more new/”Vail" events: i.e. a Ugly Sweater run before the Kris Kringle market… etc. • Santa did not show at the tree lighLng. This will not happen and we has already have a volunteer to stand in if needed. • We will work closely with town and will conLnue with adverLsing, and markeLng for 2017. 2/1/17 8 Town of Vail CSE • AQendance Numbers: 1500 based on space, size and apendance from previous years. • Lodging: We spoke with all the lodges prior to event. The lodges were at 75-‐100% capacity the Vail Holidaze week. • We esLmate that we brought in 1400 people to Vail on Sunday for the Kris Kringle Market. The guests came and explored town and stayed in Vail. • Ren Event ProducLons feel we kept people in Vail entertained during the Holiday season and have room for growth, based on need for events in Vail for the holiday season. The Kris Kringle market has room to grow and we feel as long as done in a needed weekend, will not impede the holiday season for stores. • MarkeLng for Holidaze: – We worked with all concierges in town and had word out for all hotel guests of what was occurring in town. We leS them both postcards and a one page info sheet. – We had 2-‐3 weekly ads in Vail Daily and Weekly throughout the Holiday Season – We had ads on KZYR, 104.7 and Frisco Radio – Social Media Grew by 100% this year – Vail Holidaze Press Release went out to local, state and naLonal outlets beginning in October. – Vail.com, Twiper, Instagram, and Facebook were large promoters for this year. We will conLnue to grow this presence. The event was 100% compostable. We included the Vail community and we were invested in having them a part of the event. 2/1/17 9 Town of Vail CSE Income CSE $24,000.00 Vendors $2000.00 Fireworks $18,000.00 Total Income $44,000.00 Expense Event Costs Ads/Web/Design/Social Media $8,105.00 Admin Staff/taxes $8,500.00 photographers $820.00 Insurance $1,458.00 Fireworks $18,000.00 Ice Skating $350.00 Pedicab 150.00 Swag $545.00 sculptures $850.00 cookies $410.00 Stage/linens $1,492.56 Entertainment $350.00 Santa $400.00 Decorations $1,200.00 Supplies $125.00 Candy Canes $140.00 Sound system $1,200.00 Tree permits $20.00 Santa Chair $400.00 Town of Vail Permits $366.80 Total Expenses $45,065..56 Total Income $--515.56 2/1/17 10 Town of Vail CSE Topline Marke9ng Efforts For details call 970-401-3320 or visit reneventproductions.com/event/holidaze SPONSORS TO DATE SUNDAY 18th ICE SKATING & COOKIE DECORATING 2-4PM | The Arrabelle At Vail Square VAIL TREE LIGHTING 4:30-6PM | Slifer Square (Covered Bridge) TUESDAY 20th LIBATIONS & LANTERN MAKING 4-6PM | Lionshead Welcome Center WEDNESDAY 21st WINTER SOLSTICE PAPER LANTERN WALK 5PM | Slifer Square SATURDAY 31st TORCHLIGHT PARADE FOLLOWED BY FIREWORKS 6:15PM | Golden Peak DECEMBER 11th-31st Kris Kringle Market SUNDAY 11th 11AM-3:30PM WILLOW BRIDGE ROAD, VAIL For details call 970-401-3320 or visit reneventproductions.com/event/holidaze SPONSORS TO DATE SUNDAY 18th Ice Skating & Cookie Decorating 2-4PM | THE ARRABELLE AT VAIL SQUARE Vail Tree Lighting 4:30-6PM | SLIFER SQUARE (Covered Bridge) WEDNESDAY 21st Winter Solstice Paper Lantern Walk 5PM | SLIFER SQUARE SPONSORS TO DATE For details visit reneventproductions.com/event/holidaze/ DECEMBER 11TH-31ST KRIS KRINGLE MARKET SUNDAY 11th | 11AM-3:30PM | Willow Bridge Road, Vail Support local businesses and Christmas shop at the same time! SUNDAY 18th ICE SKATING & COOKIE DECORATING | 2-4PM | The Arrabelle At Vail Square VAIL TREE LIGHTING | 4:30-6PM | Slifer Square (Covered Bridge) WEDNESDAY 21st WINTER SOLSTICE PAPER LANTERN WALK | 5PM | Slifer Square Alpenrose Alpine Wine Design Annie’s/Vail Boot and Shoe Bob’s Roasted Nuts Breckenridge Candle Cabin Burton’s Maple Syrup Climax Jerky Cole & Dainer Cold Mountain Craft The Gilded Spruce Hygge Life Ian Clark Art Izzybelle Chocolate LLC. Kabbages And Hugs Kaleb’s Katch LLC. Karats Kidsport Ks Designs Pastamoré Perch Plata Jewelers RBS Foods Co Ren Event Holiday Crafts Resort Books Something Good Vail Brewing Company Vines At Vail Winery Viola Studio Off Piste Sports SPONSORS TO DATE For details visit reneventproductions.com/event/holidaze/ DECEMBER 11TH-31ST SUNDAY 18th ICE SKATING & COOKIE DECORATING 2-4PM | The Arrabelle At Vail Square VAIL TREE LIGHTING 4:30-6PM | Slifer Square (Covered Bridge) TUESDAY 20th LIBATIONS & LANTERN MAKING | 4-6PM | Lionshead Welcome Center WEDNESDAY 21st LANTERN MAKING | 1:30-4:30PM | At Vail Public Library WINTER SOLSTICE PAPER LANTERN WALK | 5PM | Slifer Square SATURDAY 31st TORCHLIGHT PARADE FOLLOWED BY FIREWORKS | 6:15PM | Golden Peak 2/1/17 11 Town of Vail CSE Top Line Marke9ng Efforts For details call 970-401-3320 or visit reneventproductions.com/event/holidaze SPONSORS TO DATE SUNDAY 18th VAIL TREE LIGHTING 4:30-6PM | Slifer Square (Covered Bridge) ICE SKATING & COOKIE DECORATING 2-4PM | The Arrabelle At Vail Square TUESDAY 20th LIBATIONS & LANTERN MAKING 4-6PM | Lionshead Welcome Center WEDNESDAY 21st LANTERN MAKING 1:30-4:30PM | At Vail Public Library WINTER SOLSTICE PAPER LANTERN WALK 5PM | Slifer Square SATURDAY 31st TORCHLIGHT PARADE FOLLOWED BY FIREWORKS 6:15PM | Golden Peak DECEMBER 11th-31st For details call 970-401-3320 or visit reneventproductions.com/event/holidaze SPONSORS TO DATE TUESDAY 20th LIBATIONS & LANTERN MAKING 4-6PM | Lionshead Welcome Center WEDNESDAY 21st LANTERN MAKING 1:30-4:30PM | At Vail Public Library WINTER SOLSTICE PAPER LANTERN WALK 5PM | Slifer Square SATURDAY 31st TORCHLIGHT PARADE FOLLOWED BY FIREWORKS 6:15PM | Golden Peak DECEMBER 11th-31st For details call 970-401-3320 or visit reneventproductions.com/event/holidaze SPONSORS TO DATE WEDNESDAY 21st WINTER SOLSTICE PAPER LANTERN WALK 5PM | Slifer Square LANTERN MAKING 1:30-4:30PM | At Vail Public Library SATURDAY 31st TORCHLIGHT PARADE FOLLOWED BY FIREWORKS 6:15PM | Golden Peak DECEMBER 11th-31st 2/1/17 12 Town of Vail CSE Ads from the Vail Holidaze event For details visit reneventproductions.com/event/holidaze or call 970-401-3320 SATURDAY 31st 6:15PM AT GOLDEN PEAK Torchlight Parade Followed by Fireworks SPONSORS TO DATE DECEMBER 11th-31st For details visit reneventproductions.com/event/holidaze or call 970-401-3320 TONIGHT, SATURDAY 31st 6:15PM AT GOLDEN PEAK Torchlight Parade Followed by Fireworks SPONSORS TO DATE DECEMBER 11th-31st 2/1/17 13 Town of Vail CSE Ads from the Vail Holidaze event 2/1/17 14 Town of Vail CSE Thank you for an amazing Holiday event and we will see you December 1-‐31st, 2017 Total economic impact per attendee day Recreation (golf, bike rental, etc.) Shopping Restaurants/Bars/ Prepared Food Vendors Lodging Other items, excluding lodging $0 $100 $200 $300 $400 Economic Impactper Attendee-Day$332 $101 $85$99 $48 $0 Direct Economic Impact to TOV per Attendee-Day In paid lodging Vacation home/timeshare With friends/family Other 88% 13% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 38% 38% 25% 1 2 3 - 5 6 - 8 9 - 14 15 or more 38% 38% 25% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 75% 13% 13% Under $50k $50k-$100k $100-$150k $150k or more 29% 36% 29% 7% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 14% 14% 14% 43% 14% Male Female 29% 71% Detractor Passive Promoter 10% 20% 30% 40% 50% 60% 70% 80%% of Total Number of Records21%21% 58% 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 Responding50% 13% 31% 6% Importance of Event in Decision to Visit Vail Today - Overall 2016 Event funding Direct economic Impact to TOV Economic impact payback ratio $4.57 $109,599.08 $24,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee-Days0K 10K 20K 0.3K Attendance Est 37% 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%Percent Responding42% 32% 16% 5%5% Visitor Type Colorado California Illinois Minnesota Nevada New Zealand Texas 5% 5% 5% 5% 5% 21% 53% 2016 Vail Event Visitor Summary: Holidaze, Dec 18, 2016* Survey technique: Intercept. Overall sample size: 25 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 9 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time downvalley resident Full-time resident of Town of Vail Day visitor to Vail 10.0 6.7 3.3 0.0 3.9 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:$493 $400 Overall Overnight visitor Overall (*Event occured 12/11, 18, 21, 31; surveys & counts done on 12/18 only)