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Home My WebLink About2.a. 2017 Vail Summer Bluegrass Series RecapSurveyed Event Recap: Vail Summer Bluegrass Cultural, Recreational & Community Category September 6, 2017 Vail Summer Bluegrass: June 28, July 5, 12 & 19 Ariel Rosemberg 404-402-0484 vailbluegrass@gmail.com 3 Overall Event Highlights & Successes 4 •Returned 2x on the Town of Vail investment via direct economic impact •Signed on new sponsor (Bud Lite), which rounded out to $3,000 in •Listed as #11 out of the top 25 music-related events to do in Colorado by Denver Westword •Increase in overnight visitors by 10% YoY •Hearing feedback to extend the series past four dates Questions from CSE 5 •The CSE will ask questions about your event and recap •Leave this blank – it’s a placeholder Attendance Estimate 6 •Attendance was absolutely in line with what we expected, if not a bit higher. On average, we saw 400+ attendees per night. •Attendance can always be improved thought his event is somewhat constrained by venue size. We could get more people in without a doubt, however it would be a deterrent to the intimacy of the experience. We could look at potentially moving the event, or increase spend on marketing/advertising and sponsor exposure. Visitor Type 7 •The 50%+ overnight visitors was higher than anticipated. In the past, many of our attendees were either locals or from down Valley. There was an extra effort in ad spend in key target markets to ensure the content was present in front of out-of-towners. •I would like to see an increase in day visitors, which can be achieved through more effective messaging in and around Denver. These people can be easily converted into overnight visitors, whether for Vail Bluegrass or a likeminded event through proper activation. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 8 •To drive an increase in overnight visitors, Vail Bluegrass strategically aligned with local-to- Vail sponsor properties, offering discounted rates. Overall Visitor Profile 9 •Our anticipated demographic has consistently been those within the $50- 100k range (able to easily afford lodging, food, etc.), from ages 25-50 (of age and willing to have a few beverages) and from within Colorado and Texas. •This year, more so than before, we hit the nail on the head. Social ads were targeted strategically at this audience and the return was tremendous. Not only did we see an increase in social engagement, but the proof is in the pudding (or attendance). Role/Importance of Event in Intent to Visit Vail 10 •As previously mentioned, we aligned strategically with local properties to offer reasonable rates to folks from out of town. There are also elements of safety that were communicated to our guests to ensure they were staying in town rather than driving back to any specific destination. Overall the split is what we aim for. Knowing that ~25% of our guests came specifically for Bluegrass is tremendous but we need to convert the ~40% into overnight guests, whose primary reason for visiting is this series. We can do this by continuing to spread the message through relevant channels and ensuring our strategic partners are delivering it on our behalf as well, in part of the overall Vail summer mission. NPS (Net Promoter Score)/Likelihood to Recommend 11 •I don’t believe the NPS effectively reflect the sentiment of our average attendee. You can tell just by attending that every person is absolutely enjoying themselves. There are a few folks who are distracted by talking, not serving a particular beverage, people who places lawn chairs in front of the stage, but we know in this business that not every person can be accommodated. In the same vein, we’ve had people who return for every show and have for the last four years. Those people provide enough reason to believe in this series. In years to come, we can look to offer a concierge service, perhaps provide food for purchase to attendees, etc. The end goal is to make as many people comfortable as possible to see that NPS go up. Estimated Return on Investment (ROI) & Attendee Expenditures 12 •Our focus has been primarily on ensuring our guests have a good, affordable place to stay following our events since they end late. I would love to see closer alignment with the Lionshead businesses and on- mountain efforts to further promote what a true summer day in Vail can look like for our attendees. As it stands now, many of them come in for the show in the evening. Event Strengths & Weaknesses 13 •The event exceeded expectations in terms of attendees’ decision to come to Vail. We placed strong efforts around delivering the Vail Bluegrass message down along the Front Range and cross-Valley and we absolutely saw the results. •In terms of improvement, there is an opportunity to further drive awareness, better align with key local businesses and increase that NPS percentage. •This year’s content was exponentially better than in years past. The general sentiment is that people want high energy talent, which is exactly what we delivered. In the same vein, the event is running like a well-oiled machine; our stakeholders are in lockstep to ensure we’re delivering the highest quality experience to attendees and artists alike. Vail Brand Compatibility 14 •Our band is wholeheartedly behind the mantra of being like nothing of earth. We create an experience in a setting that simply cannot be replicated. We want our guests and artists to feel at home and we do that by ensuring the Vail value prop is clear in all we do. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 15 •We are seeing an increase YoY in folks attending the Bluegrass in the Gardens sessions. That particular experience is second to none. Our artists are given the opportunity to play in one of the most unique settings we can possibly offer, while their fans have the access to ask questions, take photos and experience their favorite bands in a truly intimate setting. We strive to bring further awareness around the Gardens’ mission and will be donating an undisclosed amount to demonstrate our commitment to their cause. Topline Marketing Efforts 16 •#11 out of top 25 music- related events to attend in Colorado for summer 2017 •New, and highly engaged Instagram account •12% YoY increase in Facebook followers •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 17 •In terms of space, we have definitely fulfilled the potential at the Arrabelle. It’s a great place for the event to have its home, but there is minimal opportunity to bring more people into that space. There’s always the option to look at other locations, spend more on marketing, bring higher profile talent, etc. but we need to really evaluate if that’s the true objective of this event. •We will once again target Bud Light, our existing lodging sponsors, Never Summer, but will also look at new apparel partners, bike partners, etc. •We will continue to leverage our relationship with niche publications that help us reach our target audiences, spend more with the Vail Daily and really begin to lean on the local Vail Valley businesses to help on the grassroots level. Sustainability Efforts 18 •We partner closely with the Arrabelle to ensure that bottles, cans and plastics are properly disposed of. Initially, there was a desire to keep glass bottles completely out of the Square on Wednesdays but due to sponsorship requests, we were essentially put in a position where we had to. •We’d love to see a space where we’re no longer leaning on single-use plastics and can encourage this by bringing on a cup/bottle partner, and potentially leveraging the Zero Hero program. 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. Event Budget 19 * Event producer to attach detailed budget for recap Item $ Total Event Budget: 53,000 CSE Funds: 50,000 Cash Sponsorship (not CSE): 4,500 In-kind Sponsorship: Antlers Lodging Marketing Budget: 3,000 Profit & Loss: Minimal profit How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Talent procurement, marketing, production, security, venue/staff Additional Information/Appendix 20 •Provide detailed budget in the Appendix •Provide final marketing plan in the Appendix •Provide full version of the Survey Dashboard PDF in Appendix •Provide any additional information or marketing materials you think the CSE would benefit from Total economic impact per attendee day Shopping Restaurants/Bars/ Prepared food vendors Lodging Recreation Other items, excluding lodging $0 $100 $200 Economic Impactper Attendee-Day$99 $42 $35 $17 $4 $1 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 71% 20% 3% 6% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 43% 29% 17% 9% 3% 1 2 3 - 5 6 - 8 9 - 14 15 or more 11% 37% 29% 14% 3% 6% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 88% 6% 3% 3% Under $50k $50k-$100k $100-$150k $150k or more 19% 29% 44% 8% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 16% 20% 16% 30% 6% 6% 7% Male Female 60% 40% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding63% 18%18% 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 Responding41% 10% 23% 3%4%3%1%1% 7%6% Importance of Event in Decision to Visit Vail Today - Overall 2017 Event funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.12 $6,112 $3.37 $168,283.81 $50,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 1.7K Attendance Est 45% 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 Responding51% 10%14% 22% 3% Visitor Type Colorado Texas Florida Kentucky Missouri Oklahoma 4% 4% 4% 7% 10% 49% 2017 Vail Event Visitor Summary: Bluegrass Series, June 28, July 5, 12 & 19, 2017 Survey technique: Intercept. Overall sample size: 71 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 4 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 5.0 7.7 7.8 1.8 2.1 4.3 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:$338 $290 Overall Overnight visitor Overall B Event Blue Grass Burton Craft Beer Classic Family Fun King of the Mountain Lacrosse Shootout Lacrosse Tournament Melee in the Mountains NonEvent Pink Vail Prep Baseball Reports West Spring Back to Vail Symposium Taste of Vail Vail Arts Festival Vail Arts Program (NOT Fe.. Vail Centre Programming Yeti blueGrassYear Null 2016 data 2017 data VAIL BLUEGRASS 2017 BUDGET TOTAL 28-Jun Bluegrass Generals 8000 Mile High Express 400 Tent 3250 Arrabelle Fee 434 Photography 250 Sound/Lights 1037.5 Jenna 150 5-Jul Chatham County Line 6500 Hardscrabble 500 Tent 2000 Arrabelle Fee 434 Photography 250 Sound/Lights 1037.5 Jenna 150 12-Jul Donna the Buffalo 8500 Sweetwater String Band 500 Tent 2000 Arrabelle Fee 434 Security 595 Photography 150 Sound/Lights 1037.5 Jenna 213.56 19-Jul Lil Smokies 7500 Jay and Dave 500 Tent 2000 Arrabelle Fee 434 Security 327.25 Photography 650 Sound/Lights 1037.5 Jenna 213.56 Vail Daily March 13 (full page)1040 May 27 (1/4 page)260 365 Step and Repeat Bud Light Branding 199 Website Fees 168 Town of Vail 275