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Home My WebLink About3.c. Spring Back to Vail CRC 2017 Event Recap with SurveySurveyed Event Recap:Spring Back to Vail June 7, 2017 Spring Back to Vail: April 14 –16, 2017 Office:970.476.6797 x702 Mobile:970.331.5312 james@gohighline.com 2 Total estimated in -‐town attendance: 34,749 (based on event traffic, skier visits, merchant and lodging data) Dates: April14-‐16, 2017 Estimated total media impressions: 125,462,653 Locations: Base of Gondola One, Mountain Plaza; Ford Park; Golden Peak; Mid-‐Vail; Vail Village and Lionshead Retail Locations, Bars and Restaurants Town of Vail | CSE | 6/7/17 Attendance Estimate 3 •How would you impact attendance next year? •We continue 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 exciting partner activations to increase event attendance. Town of Vail | CSE | 7/1/ Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Other items, excluding lodging Recreation Lodging $0 $100 $200 Economic Impactper Attendee-Day$77 $37 $13 $10$11 $6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 45% 18% 23% 9% 5% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 40% 10% 25% 10% 15% 1 2 3 - 5 6 - 8 9 - 14 15 or more 19% 38% 33% 5% 5% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 55% 23% 5% 5% 9% 5% Under $50k $50k-$100k $100-$150k $150k or more 23% 21% 17% 38% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 25% 16% 20% 20% 11% 2% 6% Male Female 46% 54% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding49% 28%22% 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%Percent Responding10% 29% 11%11% 22% 2%2%2%2% 6%5% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV (Excluding fundraising) Economic impact payback ratio (Excluding fundraising)$4.33 $562,674.98 $130,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 7.3K Attendance Est 27% 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 Responding32% 21%21%18% 9% Visitor Type Colorado California Maryland Missouri New York Florida Illinois Kentucky 2% 2% 2% 3% 3% 3% 3% 70% 2017 Vail Event Visitor Summary: Spring Back to Vail, Apr. 14 - 16, 2017 Survey technique: Intercept. Overall sample size: 68 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 14 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 7.4 5.1 0.0 4.0 4.5 4.9 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: $306 $300 Overall Overnight visitor Overall Town of Vail | CSE | 6/7/17 Visitor Type 4 •Was this the visitor type split you expected? Yes, very similar although we show a higher attendance based on the concert, base area expo, on-‐mountain BL bags tournament action and apres and after-‐dark parties. •Why or why not? Please explain. The marketing is thoughtfully placed with a varied mix in order to achieve a similar mix to the below. In the future, we anticipate more lead time to announce and market the band expecting to see an increased Front Range and Destination crowd at the concert. •What steps would you take to optimize visitor mix? We continue 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 exciting partner activations to increase event attendance. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Other items, excluding lodging Recreation Lodging $0 $100 $200 Economic Impactper Attendee-Day$77 $37 $13 $10$11 $6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 45% 18% 23% 9% 5% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 40% 10% 25% 10% 15% 1 2 3 - 5 6 - 8 9 - 14 15 or more 19% 38% 33% 5% 5% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 55% 23% 5% 5% 9% 5% Under $50k $50k-$100k $100-$150k $150k or more 23% 21% 17% 38% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 25% 16% 20% 20% 11% 2% 6% Male Female 46% 54% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding49% 28%22% 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%Percent Responding10% 29% 11%11% 22% 2%2%2%2% 6%5% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV (Excluding fundraising) Economic impact payback ratio (Excluding fundraising)$4.33 $562,674.98 $130,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 7.3K Attendance Est 27% 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 Responding32% 21%21%18% 9% Visitor Type Colorado California Maryland Missouri New York Florida Illinois Kentucky 2% 2% 2% 3% 3% 3% 3% 70% 2017 Vail Event Visitor Summary: Spring Back to Vail, Apr. 14 - 16, 2017 Survey technique: Intercept. Overall sample size: 68 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 14 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 7.4 5.1 0.0 4.0 4.5 4.9 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: $306 $300 Overall Overnight visitor Overall Town of Vail | CSE | 6/7/17 Overall Visitor Profile 5 •Who was your anticipated target demographic? This reflects the general targeted demographic. •Did you reach your target demographic? •Why or why not? Yes, this weekend drives overnight visitors to the area and the concert was a really strong addition to this goal. •What would you change to reach that audience next year? We would continue to offer the variety of event elements that were offered. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Other items, excluding lodging Recreation Lodging $0 $100 $200 Economic Impactper Attendee-Day$77 $37 $13 $10$11 $6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 45% 18% 23% 9% 5% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 40% 10% 25% 10% 15% 1 2 3 - 5 6 - 8 9 - 14 15 or more 19% 38% 33% 5% 5% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 55% 23% 5% 5% 9% 5% Under $50k $50k-$100k $100-$150k $150k or more 23% 21% 17% 38% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 25% 16% 20% 20% 11% 2% 6% Male Female 46% 54% PromoterPassive Detractor0%20%40%60%80%Percent Responding49%28%22%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%Percent Responding10%29%11%11%22%2%2%2%2%6%5%Importance of Event in Decision to Visit Vail Today - Overall2017 Event fundingDirect economic impact to TOV(Excluding fundraising)Economic impact payback ratio(Excluding fundraising)$4.33$562,674.98$130,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K10K20K7.3KAttendance Est 27%NPS Net Promoter ScoreOvernightvisitorSeasonalresident ofVail Valley Full-timeresident ofTown of Vail Full-timedownvalleyresident Day visitor toVail0%Percent Responding32%21%21%18%9%Visitor Type Colorado California Maryland Missouri New York Florida Illinois Kentucky 2% 2% 2% 3% 3% 3% 3% 70% 2017 Vail Event Visitor Summary: Spring Back to Vail, Apr. 14 - 16, 2017 Survey technique: Intercept. Overall sample size: 68 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 14 AverageOverallOvernight visitorSeasonal resident of Vail ValleyFull-time resident of Town of VailFull-time downvalley residentDay visitor to Vail 7.45.10.04.04.54.9 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: $306 $300 Overall Overnight visitor Overall Town of Vail | CSE | 6/7/17 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 •What measures did you take to incentivize attendees to book lodging in the Town of Vail? •There was a lodging tab on the website that featured key lodging package and the a variety of PR and Marketing (both print and digital) are used to drive guests to vail.com and the variety of lodging specials. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Other items, excluding lodging Recreation Lodging $0$100$200Economic Impactper Attendee-Day$77 $37 $13 $10$11 $6Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 45% 18% 23% 9% 5% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 40% 10% 25% 10% 15% 1 2 3 - 5 6 - 8 9 - 14 15 or more 19% 38% 33% 5% 5% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 55% 23% 5% 5% 9% 5% Under $50k $50k-$100k $100-$150k $150k or more 23% 21% 17% 38% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 25% 16% 20% 20% 11% 2% 6% Male Female 46% 54% Promoter Passive Detractor0%20%40%60%80%Percent Responding49%28%22%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%Percent Responding10%29%11%11%22%2%2%2%2%6%5%Importance of Event in Decision to Visit Vail Today - Overall2017 Event fundingDirect economic impact to TOV(Excluding fundraising)Economic impact payback ratio(Excluding fundraising)$4.33$562,674.98$130,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K10K20K 7.3KAttendance Est 27%NPS Net Promoter ScoreOvernightvisitorSeasonalresident ofVail Valley Full-timeresident ofTown of Vail Full-timedownvalleyresident Day visitor toVail0%Percent Responding32%21%21%18%9%Visitor Type Colorado California Maryland Missouri New York Florida Illinois Kentucky 2% 2% 2% 3% 3% 3% 3% 70% 2017 Vail Event Visitor Summary: Spring Back to Vail, Apr. 14 - 16, 2017 Survey technique: Intercept. Overall sample size: 68 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 14 AverageOverallOvernight visitorSeasonal resident of Vail ValleyFull-time resident of Town of VailFull-time downvalley residentDay visitor to Vail 7.45.10.04.04.54.9 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: $306 $300 Overall Overnight visitor Overall Town of Vail | CSE | 6/7/17 Role/Importance of Event in Intent to Visit Vail 7 •What actions did you take this year to generate the number of overnight guests? The addition of the concert on Saturday and the inclusion of the Sunday action are all done to generate overnight visitors. Messaging directs people to vail.com/springback where a number of lodging packages are available. •How would you increase the number of overnight Vail guests coming for the event next year? Continue with a strong marketing platform through several medias and booking bands with a strong following for this demographic. The band announcement and partner planning surrounding a concert would start sooner. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Other items, excluding lodging Recreation Lodging $0 $100 $200 Economic Impactper Attendee-Day$77 $37 $13 $10$11 $6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 45% 18% 23% 9% 5% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 40% 10% 25% 10% 15% 1 2 3 - 5 6 - 8 9 - 14 15 or more 19% 38% 33% 5% 5% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 55% 23% 5% 5% 9% 5% Under $50k $50k-$100k $100-$150k $150k or more 23% 21% 17% 38% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 25% 16% 20% 20% 11% 2% 6% Male Female 46% 54% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding49% 28%22% 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%Percent Responding10% 29% 11%11% 22% 2%2%2%2% 6%5% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV (Excluding fundraising) Economic impact payback ratio (Excluding fundraising)$4.33 $562,674.98 $130,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 7.3K Attendance Est 27% 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 Responding32%21%21%18% 9% Visitor Type Colorado California Maryland Missouri New York Florida Illinois Kentucky 2% 2% 2% 3% 3% 3% 3% 70% 2017 Vail Event Visitor Summary: Spring Back to Vail, Apr. 14 - 16, 2017 Survey technique: Intercept. Overall sample size: 68 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 14 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 7.4 5.1 0.0 4.0 4.5 4.9 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: $306 $300 Overall Overnight visitor Overall Town of Vail | CSE | 6/7/17 NPS (Net Promoter Score)/Likelihood to Recommend 8 •Do you think the NPS scores reflect the attendee event experience? No. All events at Spring Back to Vail are designed to create a great atmosphere and variety of experiences for guests to enjoy even outside of their on-‐mountain experience. With key events happening on and off mountain, we are concerned that the survey and sampling aren’t aligned with all elements at the event. •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 continuously stay on pulse with popular entertainment, unique partner experiences within the budget and current goals. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Other items, excluding lodging Recreation Lodging $0 $100 $200 Economic Impactper Attendee-Day$77 $37 $13 $10$11 $6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 45% 18% 23% 9% 5% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 40% 10% 25% 10% 15% 1 2 3 - 5 6 - 8 9 - 14 15 or more 19% 38% 33% 5% 5% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 55% 23% 5% 5% 9% 5% Under $50k $50k-$100k $100-$150k $150k or more 23% 21% 17% 38% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 25% 16% 20% 20% 11% 2% 6% Male Female 46% 54% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding49% 28%22% 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%Percent Responding10%29%11%11%22% 2%2%2%2% 6%5% Importance of Event in Decision to Visit Vail Today - Overall2017 Event fundingDirect economic impact to TOV(Excluding fundraising)Economic impact payback ratio(Excluding fundraising)$4.33$562,674.98$130,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K10K20K 7.3KAttendance Est 27% NPS Net Promoter Score Overnightvisitor Seasonalresident ofVail Valley Full-timeresident ofTown of Vail Full-timedownvalleyresident Day visitor toVail0%Percent Responding32%21%21%18%9%Visitor Type Colorado California Maryland Missouri New York Florida Illinois Kentucky 2% 2% 2% 3% 3% 3% 3% 70% 2017 Vail Event Visitor Summary: Spring Back to Vail, Apr. 14 - 16, 2017 Survey technique: Intercept. Overall sample size: 68 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 14 AverageOverallOvernight visitorSeasonal resident of Vail ValleyFull-time resident of Town of VailFull-time downvalley residentDay visitor to Vail 7.45.10.04.04.54.9 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: $306 $300 Overall Overnight visitor Overall Town of Vail | CSE | 6/7/17 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 activity, lodging and restaurants within the Town of Vail through content, links to deals and more. •The concert within the Town of Vail directly impact the traffic within the Town of Vail Restaurants, retailers and bars. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Other items, excluding lodging Recreation Lodging $0 $100 $200 Economic Impactper Attendee-Day$77 $37 $13 $10$11 $6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 45% 18% 23% 9% 5% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 40% 10% 25% 10% 15% 1 2 3 - 5 6 - 8 9 - 14 15 or more 19% 38% 33% 5% 5% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 55% 23% 5% 5% 9% 5% Under $50k $50k-$100k $100-$150k $150k or more 23% 21% 17% 38% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 25% 16% 20% 20% 11% 2% 6% Male Female 46% 54% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding49% 28%22% 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%Percent Responding10% 29% 11%11% 22% 2%2%2%2% 6%5% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV (Excluding fundraising) Economic impact payback ratio (Excluding fundraising)$4.33 $562,674.98 $130,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 7.3K Attendance Est 27% 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 Responding32% 21%21%18% 9% Visitor Type Colorado California Maryland Missouri New York Florida Illinois Kentucky 2% 2% 2% 3% 3% 3% 3% 70% 2017 Vail Event Visitor Summary: Spring Back to Vail, Apr. 14 - 16, 2017 Survey technique: Intercept. Overall sample size: 68 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 14 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 7.4 5.1 0.0 4.0 4.5 4.9 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: $306 $300 Overall Overnight visitor Overall Town of Vail | CSE | 6/7/17 Estimated Return on Investment (ROI) & Attendee Expenditures 10 •An additional well received element was the “Triple R Rewards”. This program brought together various Vail and Lionshead businesses join forces and pull mud season specials forward throughout the Spring Back to Vail weekend. •Great deals were abundant, promoting the three R’s: Restaurant, Retail and Relaxation. Destination guests and locals alike were encouraged to look for the “Triple R Rewards” window sticker at participating local businesses. •This collaborative effort between Vail Mountain and the VCBA was well executed, on-‐brand and community focused. Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Other items, excluding lodging Recreation Lodging $0 $100 $200 Economic Impactper Attendee-Day$77 $37 $13 $10$11 $6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 45% 18% 23% 9% 5% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 40% 10% 25% 10% 15% 1 2 3 - 5 6 - 8 9 - 14 15 or more 19% 38% 33% 5% 5% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 55% 23% 5% 5% 9% 5% Under $50k $50k-$100k $100-$150k $150k or more 23% 21% 17% 38% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 25% 16% 20% 20% 11% 2% 6% Male Female 46% 54% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding49% 28%22% 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%Percent Responding10% 29% 11%11% 22% 2%2%2%2% 6%5% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event fundingDirect economic impact to TOV(Excluding fundraising) Economic impact payback ratio (Excluding fundraising)$4.33 $562,674.98$130,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K20K 7.3KAttendance Est 27% 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 Responding32%21%21%18%9%Visitor Type Colorado California Maryland Missouri New York Florida Illinois Kentucky 2% 2% 2% 3% 3% 3% 3% 70% 2017 Vail Event Visitor Summary: Spring Back to Vail, Apr. 14 - 16, 2017 Survey technique: Intercept. Overall sample size: 68 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 14 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 7.4 5.1 0.0 4.0 4.5 4.9 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: $306 $300 Overall Overnight visitor Overall Town of Vail | CSE | 6/7/17 Vail Brand Compatibility The Premier International Mountain Resort Community 11 The event met the standard of excellence by: •The headliner for Spring Back to Vail was 123 GO! Project alongside of special guest MAGIC! playing to a crowd of thousands of enthusiastic Spring Back goers. Other musical acts throughout the weekend included the World Pond-‐Skimming Championships and local favorites Johnny Schleper and Jake Wolf at the Tikis and Tunes Luau. The event schedule also included the Sponsor Expo Village and the return of the Bud Light Bags Tournament at Mid-‐Vail, presented by Bud Light. Spring Back to Vail remains committed to providing free, first-‐rate entertainment for locals and destination guests alike. Town of Vail | CSE | 6/7/17 Vail Brand Compatibility The Premier International Mountain Resort Community 12 The event met the standard of excellence by: •Marketing and PR campaigns were very successful –major coverage generated millions of impressions and well over $400,000.00 in value. •Media included print, radio, video, social and digital media and more. •The collaborative efforts of the Town of Vail to bring additional event elements to the excitement of the Spring Back to Vail weekend created a strong atmosphere for guests to enjoy unique, memorable experiences. •It was great to see the variety of retailers get behind the Triple R Rewards which offered cohesive event marketing and creative. Town of Vail | CSE | 6/7/17 Event Strengths & Weaknesses 13 •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, promotions and more. Talent booking and strategic marketing with lead time is key. •The return of the well branded, strongly attended and well received Bud Light Bags Tournament is an example of these experiences that we strive to add within the Spring Back to Vail mix. •For repeat event, comparison to past years: •The concert continue to provide strong entertainment with a variety for guests to enjoy. It was, once again, a great close-‐out to the ski season offering memorable guests experiences. Town of Vail | CSE | 6/7/17 Event Strengths & Weaknesses 14 •Exceeded expectations in these ways: •Spring Back to Vail, the annual spring bash celebrating the close of the winter season, returned to Vail for its fourteenth year, April 14-‐16, 2017. Spring Back celebrated the season in style with a jam-‐packed schedule of live music, the World Pond-‐Skimming Championships, sponsor Expo Village, aprés parties, giveaways, on-‐mountain events and more. Town of Vail | CSE | 6/7/17 Event Strengths & Weaknesses 15 •Exceeded expectations in these ways: •Vail remains committed to providing free, first-‐rate entertainment for locals and destination 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. •Strong Sponsorship -‐Spring Back to Vail was presented by Vail Mountain, Bud Light, Pepsi, Verizon, Helly Hansen, Vibram and Town of Vail, and brought to you in part by Nature Valley, Audi, Liberty Skis, Vail Resorts Retail, Colorado Mountain Express, Antlers at Vail, Vail Racquet Club Mountain Resort and Evergreen Lodge. Town of Vail | CSE | 6/7/17 Community Contribution 16 •Describe how the event impacted Vail’s sense of community: •Spring Back to Vail does a great job of impacting the sense of community. Spring Back to Vail brought the festive crowds out to celebrate the mountain, spring weather and all that Vail has to offer. •This event drove traffic to the mountains for crowds to enjoy the entertainment and springtime in the mountains. •Spring Back to Vail continues to align with and bring partner activations from well liked national brands such as Bud Light, Vibram, Verizon, Helly Hansen, Red Bull and more. •The event offers opportunity for a variety of partners at the expo area including Restore the Gore/Town of Vail and Vail Veterans Program. Town of Vail | CSE | 6/7/17 Topline Marketing Efforts –Front Range & National 17 NATIONAL: Display Campaign: March 15-‐April 16 Vail FB targeted ad campaign (TX, UT, Front Range, Local) Vail and Highline CRM Emails FRONT RANGE: Digital Preroll Impressions: 108,314 Clicks: 3,204 CTR: 2.96% Viewability: 77% Completion Rate: 53% KBCO Bud Light contest A full advertising, marketing and public relations campaign was executed surrounding Spring Back to Vail in the Front Range and Local Media. Placements were made with print, broadcast and digital outlets.Media impressions totaled more than: 125,462,653 Town of Vail | CSE | 6/7/17 Topline Marketing Efforts –Front Range Media 18 Westword -‐Paid Facebook Ad Campaign March 28 through April 16, 2017 242,000 impressions 107,000 reach 2,308 post engagement 1,778 website clicks Westword –Print Ad Best of Denver Print Edition, Junior Page Ad Annual publication 55,000 copies 234,000 reach in first 30 days Published March 30, 2017 Westword -‐Twitter Town of Vail | CSE | 6/7/17 Topline Marketing Efforts –Local In-Resort Media 19 Vail Daily 5 half-‐page four-‐color print ads: April 8, 9, 14, 15, 16 1 quarter-‐page four-‐color print ad: April 7 207K Adult Impressions Vail Weekly 2 full-‐page full-‐color print ads: April 7 and 14 69K Adult Impressions Local Radio :60 spots KZYR and KKVM April 4-‐14 95K Adult Impressions TV8 :30 spots April 1-‐16 40K Adult Impressions Town of Vail | CSE | 6/7/17 Topline Marketing Efforts –Social Media 20 Social media played a large role in spreading the word about the event, as many of the artists and sponsors involved in the event are very active on a number of social networks. FACEBOOK: Total Posts :26 Total Reach : 98,600 Total Likes/Comments/Shares : 2,300 Highlight: Spring Back Hype/Preview Video Reach : 47,000; Likes/Comments/Shares: 542 Town of Vail | CSE | 6/7/17 Topline Marketing Efforts –Social Media 21 INSTAGRAM: Total posts:7 Total impressions : 496,000 Total engagements : 23,600 Total stories : 8 Total views : 163,000 Highlight: Sarge’s/Mid-‐Vail Photo by Zach Mahone •Total impressions : 73,900 •Total engagements : Town of Vail | CSE | 6/7/17 Topline Marketing Efforts –Public Relations 22 A public relations campaign surrounding Spring Back to Vail was conducted, reaching out to local, regional and national media outlets to enhance coverage of the event in the news media. Two press releases went out on March 14 and April 3 to announce the complete music lineup, event schedule and new activations. Spring Back to Vail mentions were also included in several press releases including announcements around early season, snow and terrain messaging. The public relations campaign resulted in a number of major placements for the event that went to hundreds of outlets, including a major Associated Press hit that was syndicated and 10 hits in the Vail Daily : •Freeskier Magazine Online –UMV: 107,171 •GrindTV.com –UMV: 647,836 •Durango Herald –UMV: 122,333 •MSN.com –UMV: 103,646,023 •Chicago Daily Herald –UMV: 460,310 •Yahoo! Finance –UMV: 19,322,901 •Vail Daily Online –UMV: 42,165 Town of Vail | CSE | 6/7/17 Topline Marketing Efforts –Rack Cards 23 Town of Vail | CSE | 6/7/17 Topline Marketing Efforts –Poster 24 Town of Vail | CSE | 6/7/17 Topline Marketing Efforts –Roundabout and Roundabout 25 Town of Vail | CSE | 6/7/17 Topline Marketing Efforts –Credentials 26 Town of Vail | CSE | 6/7/17 Potential for Growth & Sponsorships/Media Exposure 27 •The robust marketing platforms and savvy social/digital platforms in place by Vail lend to exponential growth in Event followers and action •New national brands continue to be part of the marketing mix at Spring Back to Vail •The National Brands do a variety of social, digital initiatives that provide exposure for Vail, we hope to see more of this •We continue to aim for growth with the ski industry hard goods category with gear demos for the guests to enjoy Town of Vail | CSE | 6/7/17 Sustainability Efforts 28 •Worked with town environmental officials to develop green practices and worked with Vail Honey Wagon to recycle all event cardboard, plastic and aluminum •Had event staff dedicated to collecting and sorting trash and recycling •Served beverages in recyclable or compostable cups •No vehicles were left idle while loading in and out •Moved to majority use of linens in lieu of plastic disposable tablecloths 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. Town of Vail | CSE | 6/7/17 Event Budget –Spring Back to Vail 29 •Total event budget: $420,449 •CSE funds: $130,000 •Profit and loss: -‐9,505 •Funding utilization: Overall Event & Talent Production •In-‐kind sponsorship: -‐ •Cash sponsorship: $283,851 * Event producer to attach detailed budget for recap Town of Vail | CSE | 6/7/17 Additional Information/Appendix 30 •Detailed budget in complete PDF •Full version of the Survey Dashboard PDF in Appendix Total economic impact per attendee day Restaurants/Bars/ Prepared Food Vendors Shopping Other items, excluding lodging Recreation Lodging $0 $100 $200 Economic Impactper Attendee-Day$77 $37 $13 $10$11 $6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 45% 18% 23% 9% 5% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 40% 10% 25% 10% 15% 1 2 3 - 5 6 - 8 9 - 14 15 or more 19% 38% 33% 5% 5% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 55% 23% 5% 5% 9% 5% Under $50k $50k-$100k $100-$150k $150k or more 23% 21% 17% 38% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 25% 16% 20% 20% 11% 2% 6% Male Female 46% 54% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding49% 28%22% 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%Percent Responding10% 29% 11%11% 22% 2%2%2%2% 6%5% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV (Excluding fundraising) Economic impact payback ratio (Excluding fundraising)$4.33 $562,674.98 $130,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 7.3K Attendance Est 27% 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 Responding32% 21%21%18% 9% Visitor Type Colorado California Maryland Missouri New York Florida Illinois Kentucky 2% 2% 2% 3% 3% 3% 3% 70% 2017 Vail Event Visitor Summary: Spring Back to Vail, Apr. 14 - 16, 2017 Survey technique: Intercept. Overall sample size: 68 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 14 Average OverallOvernight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 7.45.10.0 4.04.54.9 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:$306 $300 Overall Overnight visitor Overall 2016-17 Vail Mtn.Spring Back to Vail Icon Event Budgets - Pro-Forma (as of 05/23/2017) 5/23/2017 ACTUAL Spring Back to Vail REVENUES: 419 Vail Mtn/Strategic Alliance Funding 257,683.00 420 Sponsorships (Other)400.00 420.5 CSE Event Funding 130,000.00 421 Incremental Funding 422 Entry Fees 4,100.00 422.5 Concert Ticket Sales (Private Reserve)1,909.00 423 F&B Sales (net sales tax 4.0%)16,851.90 424 Band Merchandise Sales Cut 424.5 ATM Commission TOTAL REVENUES 410,943.90$ EXPENSES: 510 Event Operations/Security 17,319.36 517 Talent/Bands 150,435.25 518 Production 35,910.34 519 Event Promotions 519.5 Event Advertising/Marketing/Postering 8,757.27 520 Event Merchandise/Sponsor Gifting 525 Event Supplies 2,356.04 526 F&B Expenses 18,769.22 526.5 Charitable Donation (Bev Sales)1,000.00 527 Equipment Rental 42,126.05 529 Event Photography 530 Portable Toilets/Trash/Recycling 6,420.00 533 Prize Money/Appearance Fees 535 Public Relations 538 Venue Rental/Site Fees 543 Wardrobe/Uniforms 550 Event Insurance 8,488.00 555 Equipment Repairs 617 Bank/Credit Card Charges 1,052.91 620 Vehicle Expenses 3,955.12 626 Pre-press/Design 627 Licenses and Permits 1,834.40 628 Printing and Reproduction 630 Office/Computer Supplies 250.00 636 Postage/Shipping 207.81 640 Event Travel 641 Meals/Entertainment 158.88 642 Lift Tickets 643 On-Mountain Dining 644 Event Lodging 4,172.97 646 Sponsor Ground Transfers 669 Contract Labor 5,918.00 670 Event Payroll Expenses 21,078.48 671 Sponsor Implementation/Fulfillment 9,768.72 672 Event Management (EP/AP)32,266.85 672.5 Project Fee 48,203.11 TOTAL EXPENSES 420,448.78 -CONFIDENTIAL- Prepared by H I G H L I N E 2016 RECAP REPORT EXECUTIVE SUMMARY Spring Back to Vail, the annual spring bash celebrating the close of the winter season, returned to Vail for its fourteenth year, April 14-16, 2017. Spring Back celebrated the season in style with a jam-packed schedule of live music, the World Pond- Skimming Championships, sponsor Expo Village, après parties, giveaways, on-mountain events and so much more. The headliner for Spring Back to Vail was 123 GO! Project alongside of special guest MAGIC! presented by Bud Light, playing to a crowd of thousands of enthusiastic Spring Back goers. Other musical acts throughout the weekend included the World Pond-Skimming Championships and local favorites Johnny Schleper and Jake Wolf at the Tikis and Tunes Luau. The event schedule also included the Sponsor Expo Village and the return of the Bud Light Bags Tournament at Mid-Vail, presented by Bud Light. Spring Back to Vail remains committed to providing free, first-rate entertainment for locals and destination guests alike. Spring Back to Vail was presented by Vail Mountain, Bud Light, Pepsi, Verizon, Helly Hansen, Vibram and Town of Vail, and brought to you in part by Nature Valley, Audi, Liberty Skis, Vail Resorts Retail, Colorado Mountain Express, Antlers at Vail, Vail Racquet Club Mountain Resort and Evergreen Lodge. EVENT SNAPSHOT Total estimated in-town attendance: 34,749 (based on event traffic, skier visits, merchant and lodging data) Dates: April14-16, 2017 Estimated total media impressions: 125,462,653 Locations: Base of Gondola One, Mountain Plaza; Ford Park; Golden Peak; Mid-Vail; Vail Village and Lionshead Retail Locations, Bars and Restaurants EVENT SCHEDULE EVENT ELEMENTS: CONCERT 123 GO! Project with special guest MAGIC! Saturday, April 15 at Ford Park / 5pm Doors, 5:30pm Concert The 123GO! Project started in 2011 during the Sundance Film Festival where Stefan Lessard from Dave Matthews Band and Mike McCready from Pearl Jam were working together on the sound track for the film Horrible Bosses. Stefan and Mike called their friend Brett Scallions, lead singer from FUEL, who quickly joined them and brought in heavy hitting drummer Kenneth Schalk to round out the band. Toronto-bred, Los Angeles-based quartet MAGIC!is Nasri Atweh (lead vocals), Mark Pelli (guitar), Ben Spivak (bass), and Alex Tanas (drums). In 2014, MAGIC! scored the song of the summer with their debut single “Rude” -a buoyant reggae-pop tune that held the No. 1 spot on the Billboard Hot 100 for six weeks. EVENT ELEMENTS: TIKIS AND TUNES LUAU Saturday, April 9 from 12pm-3pm at Mid-Vail Back by popular demand for the third year in a row, the Tikis and Tunes Luau returned so that guests could enjoy a taste of the tropics on mountain at Sarge’s at Mid-Vail. While the weather didn’t coincide with that of your typical tropical beach, Spring Backer attendees relished in the luau atmosphere amongst tropical drink specials, a pig roast, and the fabulous melodies from local favorites Johnny Schleper and Jake Wolf. EVENT ELEMENTS: BUD LIGHT BAGS TOURNAMENT Prequals: Saturday, April 15 from 1pm-3pm at Mid-Vail Finals: Sunday, April 16 at 2pm at Golden Peak Back for the second year, the Bud Light Bags Tournament was an in- high demand addition to the Spring Back schedule. The throw-down began at Mid-Vail on Saturday with 32 teams participating with finals taking place on Sunday at the World Pond-Skimming Championships. Both days, Bud Light branding was in full effect and tournament participants and spectators were all smiles. Members of the winning team each received a Bud Light cruiser bike, 1 VIP pass for the World Pond Skimming Championships, a GoPro and Vail swag. EVENT ELEMENTS: POND SKIMMING Sunday, April 16 at Golden Peak Venue opened at 12pm, Contest at 3pm The closing day tradition of donning costumes and skimming across icy water at the legendary World Pond Skimming Championships held strong as 75 participants careened themselves off a snow jump in the hopes of coming out on the other side. Judges scored each competitor on distance, style, creativity and water resistance. The King and Queen of the Pond were each awarded a 2017-2018 Epic Pass, a GoPro, a Helly Hansen backpack, and a pair of Liberty Skis. EVENT ELEMENTS: TRIPLE R REWARDS Friday, April 14 -Sunday, April 16 throughout Vail and Lionshead Various Vail and Lionshead businesses joined forces to pull mud season specials forward and offered “Triple R Rewards” throughout the Spring Back to Vail weekend. Great deals were abundant, promoting the three R’s: Restaurant, Retail and Relaxation. Destination guests and locals alike were encouraged to look for the “Triple R Rewards” window sticker at participating local businesses. EVENT ELEMENTS: SPONSOR EXPO VILLAGE Friday, April 14 -Saturday, April 15: Mountain Plaza Sunday, April 16: Golden Peak Guests experienced brand expos and received product samples in this area from the likes of Bud Light, Vibram, Verizon, Vail Resorts Retail, Epic Pass, Epic Mix, Audi, Helly Hansen, Red Bull, Town of Vail, Liberty, Nature Valley and Noosa. The Sponsor Expo Village is a strong way to reach skier traffic, enhance the guest experience and extend the promotion of Spring Back to Vail in general. ADVERTISING: FRONT RANGE MEDIA •Westword -Paid Facebook Ad Campaign –March 28 through April 16, 2017 –242,000 impressions –107,000 reach –2,308 post engagement –1,778 website clicks •Westword –Print Ad –Best of Denver Print Edition, Junior Page Ad –Annual publication –55,000 copies –234,000 reach in first 30 days –Published March 30, 2017 •Westword -Twitter ADVERTISING: NATIONAL AND FRONT RANGE NATIONAL: •Display Campaign: March 15-April 16 •Vail FB targeted ad campaign (TX, UT, Front Range, Local) •Vail and Highline CRM Emails FRONT RANGE: •Digital Preroll –Impressions: 108,314 –Clicks: 3,204 –CTR: 2.96% –Viewability: 77% –Completion Rate: 53% •KBCO Bud Light contest ADVERTISING: LOCAL IN-RESORT MEDIA Vail Daily 5 half-page four-color print ads: April 8, 9, 14, 15, 16 1 quarter-page four-color print ad: April 7 207K Adult Impressions Vail Weekly 2 full-page full-color print ads: April 7 and 14 69K Adult Impressions Local Radio :60 spots KZYR and KKVM April 4-14 95K Adult Impressions TV8 :30 spots April 1-16 40K Adult Impressions ADVERTISING: COLLATERAL PUBLIC RELATIONS A public relations campaign surrounding Spring Back to Vail was conducted, reaching out to local, regional and national media outlets to enhance coverage of the event in the news media. Two press releases went out on March 14 and April 3 to announce the complete music lineup, event schedule and new activations. Spring Back to Vail mentions were also included in several press releases including announcements around early season, snow and terrain messaging. The public relations campaign resulted in a number of major placements for the event that went to hundreds of outlets, including a major Associated Press hit that was syndicated and 10 hits in the Vail Daily: •Freeskier Magazine Online –UMV: 107,171 •GrindTV.com –UMV: 647,836 •Durango Herald –UMV: 122,333 •MSN.com –UMV: 103,646,023 •Chicago Daily Herald –UMV: 460,310 •Yahoo! Finance –UMV: 19,322,901 •Vail Daily Online –UMV: 42,165 SOCIAL MEDIA: FACEBOOK Social media played a large role in spreading the word about the event, as many of the artists and sponsors involved in the event are very active on a number of social networks. •Total Posts:26 •Total Reach: 98,600 •Total Likes/Comments/Shares: 2,300 •Highlight: Spring Back Hype/Preview Video –Reach: 47,000; Likes/Comments/Shares: 542 SOCIAL MEDIA: INSTAGRAM Total posts: 7 Total impressions: 496,000 Total engagements: 23,600 Total stories: 8 Total views: 163,000 Highlight: Sarge’s/Mid-Vail Photo by Zach Mahone •Total impressions: 73,900 •Total engagements: EVENT CREDENTIALS