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Home My WebLink About2.b. 2017 Vail Craft Beer Classic RecapSurveyed Event Recap: Vail Craft Beer Classic Cultural, Recreational & Community Category August 2, 2017 1 Vail Craft Beer Classic: June 16-18 2017 Kristen Horpedahl Phone: 303.777.6887 Kristen@tppevents.com 3 Vail Craft Beer Classic: June 16-18, 2017 Kristen Horpedahl Phone: 303.777.6887 Kristen@tppevents.com 2 Overall Event Highlights & Successes • $176,613 in trade marketing sponsorship, additional $18K in other sponsorships • 100% of breweries would return next year – and they’re picky! Already have demand from them for year 2 • Over 72% of visitors stayed at least one night, most of whom stayed in Vail • Successful influencer presence – Instagram personalities @BeerTrekker and @BeerYoga, Kyle Clark from 9News, Joel Gratz from OpenSnow, brewmasters/ owners from Colorado breweries, Colorado Brewers Guild • Successfully acquired the audience we were seeking (Active Professionals and Super Boomers) • Overall buzz from the event is overwhelmingly positive 3 Questions from CSE 4 • Was this the attendance you expected? • Our goal was 3,000 over the 3 days. There’s good room for growth in 2018. • How would you impact attendance next year? • Being able to go on sale much earlier next year will significantly help our attendance, as well as having an existing database in place to market to again. • Looking at our wine festival started in Breckenridge the year before Vail, we’ve seen ticket tracking double from this time last year. We expect Vail will be able to do the same and continue to build a loyal following! Attendance Estimate 5 • Was this the visitor type split you expected? • Yes. We anticipated the majority of our visitors to come outside the Vail Valley. • Why or why not? Please explain. • Much of our marketing was focused on the Denver/Front Range as well as out of state to bring people to Vail specifically for the event. • What steps would you take to optimize visitor mix for future events? • Expand Front Range marketing through channels that worked well this year. We’d also like to see more local awareness of the event next year. • Continue to nurture relationships with industry influencers and sponsors who align with the goals of the event Visitor Type 6 • What measures did you take to encourage attendees to book lodging in the Town of Vail? • Partnered with 6 hotels in the area listed on our website • Each ticket purchaser received an email encouraging them to book with our partners • Encouraged Vail Village lodging for walk-ability to events • All vendors were required to book through our hotel partners Overnight Visitor Profile: Overnight Visitors and Seasonal Residents Only 7 • Who was your anticipated target demographic? • Active Professionals and Super Boomers • Did you reach your target demographic? • Yes • Why or why not? • Most of our audience was between 25-34 or 45-54 which falls into our target demos. • What would you change to attract that audience next year? • Continue to differentiate marketing efforts to both groups through a variety of channels and campaigns. Overnight Visitor Profile 8 • What actions did you take this year to generate the number of overnight guests? • Hosting a multi-day event with ticket packages that cover multiple days of activities to encourage overnight stays. As we continue to make this an annual tradition for our fans this number will continue to grow. • How would you increase the number of overnight Vail guests coming for the event next year? • Would like to expand the event another day with increased programming to boost overnight stays by our patrons and vendors. Role/Importance of Event in Intent to Visit Vail 9 • Do you think the NPS scores reflect the attendee event experience? • Our surveys had 90% of respondents likely to recommend the event to friends/family. • What steps would you take to improve the NPS scores for your event next year? • At the conclusion of our events we survey our patrons to get their feedback on all aspects of the event experience. We are constantly critiquing and evolving our events to make improvements, listen to patron feedback, keep up with market trends and stay current in our industry. NPS (Net Promoter Score)/Likelihood to Recommend 10 • What did your event do to encourage spending in Vail? • Website – listed local business partners to encourage shopping with our partners • Emails to purchasers – we included other activities in Vail outside of the event, encouraging guests to take advantage of other opportunities in the area including outdoor excursions/rentals, Epic Discovery, day trips etc. • Hosting events in Vail Village, Lionshead and the Resort to encourage shopping and dining in those areas Estimated Return on Investment (ROI) & Attendee Expenditures 11 Event Strengths & Weaknesses • How did the event exceed expectations? • Buzz from participants and breweries was incredible • Good mix between local, regional and out of state visitors • Well behaved beer enthusiasts, not the audience of a “typical” beer festival • Working with the Town of Vail and our local nonprofit went more smoothly than it has at any of our first year events in other markets • What are areas for event improvement? • A few logistical hiccups that come with a new venue. We’ll easily be able to smooth out trash plans, load in, and other areas next year. • We’d like to expand local awareness and participation in the event, not only from guests, but other Vail businesses as well 12 Vail Brand Compatibility • How did the event support the Vail Brand? • Our goal was to create a unique and elevated beer experience that is not being achieved at any other beer festival • We tied in outdoor experiences and local partners that reflect the Vail brands and showcased both the mountain and the town in a seamless way • Worked with only premium craft beer brands and featuring outdoor adventures, education, food pairings and knowledgeable experts • Aligned ourselves with the Vail Mountain for the Classic Kickoff to produce an intimate event that showed off the resort in a unique way 13 Community Contribution • How did the event impact Vail’s sense of community? • Aligning with local business partners locally including West Vail Liquors, Vail Valley Anglers, Vail Resorts, and several restaurant and lodging partners in Vail Village, Lionshead and the greater Vail Valley. • Utilizing the Vail Valley Mountain Bike Association as our nonprofit to support not only a local organization but see it impact change in the surrounding area for thousands of people to enjoy • Would love to expand this in 2018 and incorporate more partners and highlight Vail’s culture. For example, we’d love to be able to feature Brewery Allende from Vail’s sister town in Mexico 14 Topline Marketing Efforts • Trade partners • Wall Street Journal, Mountain Living Magazine, and Colorado Homes & Lifestyles amounting in over $176,613 in free advertising • Denver/Front Range publications • 5280 Newsletter contest, 303 Magazine social/email/print • Local campaigns • Vail Daily and direct mail • Social media and Digital campaigns • Facebook, Instagram, and search engine platforms to maximize targeted impressions 15 Potential for Growth & Sponsorships/Media Exposure • How do you see the event evolving or growing next year? • Over the next few years we can increase the number of days and the variety of events. The wine festivals we’ve based this event off of now include 30+ events over 5 days. Ex: educational seminars, paired lunch/dinner, specialty cellar tastings • What sponsors do you plan to target next year? (Including existing and potential sponsors) • Smartwater, CO breweries, West Vail Liquors, craft spirits, outdoor equipment retailers, local Vail businesses, automobile, technology, brewing industry, bank, recreation etc. • How will you leverage media exposure and extend the marketing reach next year? • We had great success in 2017 with our trade partners and would like to expand that program in 2018. Expanding our sponsor relationships will expand our overall exposure to their databases • We had great influencers attend the event this year who will be future ambassadors 16 Sustainability Efforts • What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? • Walking Mountains Science Center for trash, recycling and compost • Mobile app in lieu of a printed festival guide or handouts • Banners with stickers for dates to ensure they’re reusable • Reusable signage, linens etc • Utilizing the Voltswagon • Encouraging public transit and take advantage of walkable lodging options • What waste reduction methods were used during your event/program? • Reusable mugs, kegged beer for most breweries, recycling cans • How could you improve on sustainability efforts for next year’s event? • Better management of food vendor plates, cups etc. We had it on hand for them but didn’t realize one had a product that was not compostable • Keep Walking Mountains Science Center through the afterparty concert 17 Event Budget 18 Appendix Directory Page 19 – Budget Page 20 – Marketing Plan Page 21 – Marketing Examples Page 22 – Vail Visitor Survey Dashboard Page 23 - Vail Craft Beer Classic Snapshot Page 24 – Vail Craft Beer Classic Ticket Demographics Page 25 - Vail Craft Beer Classic Survey Results Page 26 - Vail Craft Beer Classic Survey Results: Lodging Page 27 – Vail Craft Beer Classic Brewery Comments 19 Budget June 16-18 BUDGET '17 REVENUE Tickets TOTAL:($45,897.09) SPONSORSHIPS TOTAL:($86,500.00) TOTAL MISC FEES TOTAL:($7,694.06) TOTAL REVENUE:($140,091.15) EXPENSES VENUES TOTAL:($13,375.00) Seminars ($7,034.62) STAFF/SECURITY/POLICE/EMS TOTAL:($63,005.00) PRODUCTION/RENTALS TOTAL:($11,463.61) MARKETING/PR TOTAL:($67,000.00) PRINTING TOTAL:($4,000.00) ENTERTAINMENT TOTAL:($6,300.00) INSURANCE TOTAL:($500.00) MISC.TOTAL:13408.89 TOTAL EXPENSES:($186,087.12) NET PROFIT:($(45,995.97) 20 Marketing Plan 21 Marketing Examples 5280 Newsletter Contest Billboard on I70 for 6 weeks 3 DAYS OF FOOD & BEER PAIRINGS OUTDOOR ADVENTURES EDUCATIONAL SEMINARS VAILBEER.COM CRAFT BEER ELEVATED USE CODE EAGLE FOR 10% OFF TICKETS JUNE 16-18 AND FREE CONCERT BY HEAD FOR THE HILLS & GIPSY MOON Direct Mail JUNE 16-18 FREE CONCERT VAILBEER.COM USE CODE LOCAL FOR 10% OFF TICKETS NEXT WEEKEND BEERPAIRED WITH ADVENTURE MUSIC BY HEAD FOR THE HILLS & GIPSY MOON Vail/Summit Daily Campaign 22 Vail Visitor Survey Dashboard Total economic impact per attendee day Food and drink at Classic Shopping Other restaurants/bars/ prepared food vendors Lodging Other items, excluding lodging Recreation $0 $100 $200 Economic Impactper Attendee-Day$156 $66 $35 $25 $24 $5 $0 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodgingVacation home/timeshare With friends/family Other 67% 10% 24% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 10% 29% 29% 14% 14% 5% 1 2 3 - 5 6 - 8 9 - 14 15 or more 19% 48% 24% 10% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 71% 10% 10% 10% Under $50k $50k-$100k $100-$150k $150k or more 14% 14% 68% 4% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 23% 16% 35% 19% 3% 3% Male Female 31% 69% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding70% 13%17% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would havecome to Vail anyway 1 2 3 4 5: Half my reason forcoming to Vail 6 7 8 9 10: My only reason forcoming to Vail 0% 20% 40%Percent Responding39% 13%10% 32% 6% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV Economic impact payback ratio $3.56 $213,892.09 $60,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 1.4K Attendance Est 53% NPS Net Promoter Score Overnight visitor Seasonal resident ofVail Valley Full-time resident ofTown of Vail Full-time downvalleyresident Day visitor to Vail 0% 50%Percent Responding72% 17% 3%3%3% Visitor Type Colorado California Kentucky Ohio South Carolina Texas Virginia 3% 3% 3% 3% 3% 3% 81% 2017 Vail Event Visitor Summary: Craft Beer Classic, June 16-18, 2017 Survey technique: Intercept. Overall sample size: 31 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 1 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 10.0 5.4 10.0 7.0 4.5 5.1 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:$354 $200 Overall Overnight visitor Overall 23 Vail Craft Beer Classic Snapshot BY THE NUMBERS OVER 1,500 total attendees 100+ food artisans, breweries, wineries, spirits, vendors, and locally made products 10 total events over 3 days 89% attendees surveyed would return for the Vail Craft Beer Classic 20+ industry influencers and experts were in attendance 24 Vail Craft Beer Classic Ticket Demographics Source: Eventbrite ticket purchasers 53%47% Male Female Gender Age 14% 31%28% 25-34 35-44 45-54 24% 55-64 3% 65+ Traveled from: Greater Denver VailValley OtherCO Out of State: CA, TX, MI Avg. Tickets Purchased: 2-3 31% Attended more than one event over the weekend57%7%3%33% 25 Vail Craft Beer Classic Survey Results Source: Survey Monkey sent to ticket purchasers Would recommend to friends Importance of event in decision to visit Vail Avg spending in Vail during their visit 89%17%3%18%21%41% $139 $200 $304 $20 Low importance Sole purpose Shopping Restaurants Lodging Recreation 26 Vail Craft Beer Classic Survey Results: Lodging Source: Survey Monkey sent to ticket purchasers Location of Lodging Type of Lodging Avg spent on Lodging: $304 VAIL VILLAGE LIONSHEAD OTHER IN VAIL VALLEY Avg nights spend in Vail: 2+ HOTEL/ COMMERCIAL RENT BY OWNER FRIEND/FAMILY 70%18%12%48%36%16% 27 Brewery Feedback - Survey Responses 100% of Breweries said they would return for next year • We are so grateful to have had the opportunity to take part in this festival and work with the entire team. We are invited to too many festivals to count. Events like this are completely in line with what Elevation is focusing on when it comes to events. We are aware and grateful for the exposure we get by participating in these events, however, donations can be overwhelming and we have a budget for this each year. We look forward to working more together. Thank you again for including us in so many events over the weekend and the same goes for you to us... if you have any feedback please send it our way! Cheers! • Great job to everybody involved. First year events are always hard, every brewery I talked to said they enjoyed the experience, I hope they submit that themselves. We look forward to having you guys back next year for another great event. 28