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HomeMy WebLinkAbout2.c. 2017 Vail America Days RecapEvent Recap: Vail America Days™ Cultural, Recreational & Community Category September 6, 2017 Vail America Days™: July 4, 2017 James Deighan Phone: 970.476.6797, 102 Email: jdeighan@gohighline.com 2   Overall Event Highlights & Successes 3   • List  the  top  4-­‐6  successes  you  want  to  share  with  the  CSE  (consider  this  a  snapshot  for  your   recap).   • Vail  America  Days™  conDnues  to  be  a  world-­‐class  event  with  new  parade  parDcipants   each  year.   • The  partnership  with  HealthONE,  as  the  presenDng  sponsor  for  the  Lionshead  stage     was  a  great  new  addiDon  for  the  event.   • AMendance  numbers  during  the  event  have  conDnued  to  grow  in  comparison  to  prior   years,  aMracDng  aMendees  who  are  a  good  fit  for  Vail’s  overall  guest  profile.   • The  Fireworks  Show  was  a  big  hit,  despite  the  risk  of  cancellaDon  and  weather   challenges.     • The  Vail  America  Days™  Parade  was  live-­‐streamed  by  High  Five  Media.   Estimated Attendance Results 4   • EsDmated  aMendance:  25,000+   • If  non-­‐Dcketed,  method  you  used  to  esDmate  aMendees:  This  number  was   provided  by  the  Town  of  Vail  and  based  on  crowds,  parking  structures,   buses  and  more.         Estimated Attendee Profile Results 5   • AMendees  came  from  (local,  regional,  out  of  state,  internaDonal):   Estimated Spending Results 6   • EsDmated  average  spending  per  person:   • Dining:     • Shopping:   • Lodging:     • Other  AcDviDes:   • Total  average  spending  per  person:     • Town  of  Vail  spending  the  event/program  generated:     Formula:  #  of  aMendees  x  total  average  spending  =  $   NPS (Net Promoter Score) 7   AMendee  Response:  How  likely  is  it  that  you  would  recommend  this  event  to  a   friend  or  colleague?         The  NPS  Calcula-on   Calculate  your  NPS  using  the  answer  to  a  key  quesDon,  using  a  0-­‐10  scale:     How  likely  is  it  that  you  would  recommend  [brand]  to  a  friend  or  colleague?   Promoters  (score  9-­‐10)  are  loyal  enthusiasts  who  will  keep  buying  and  refer  others,  fueling  growth.   Passives  (score  7-­‐8)  are  saDsfied  but  unenthusiasDc  customers  who  are  vulnerable  to  compeDDve  offerings.   Detractors  (score  0-­‐6)  are  unhappy  customers  who  can  damage  your  brand  and  impede  growth  through   negaDve  word-­‐of-­‐mouth. Event Strengths & Weaknesses 8   • How  did  the  event    exceed  expectaDons?   • Vail  America  Days™  Parade  saw  immense  parDcipaDon  in  2017.  Floats  were   nicely  done  and  well  received,  including  some  new  parDcipants  and   thoughhul  creaDve  efforts.   • What  are  areas  for  event  improvement?   • The  team  and  partners  conDnue  to  find  ways  to  improve  the  guest   experience,  environmental  efforts,  community  feel  and  parade  flow.  While   we  expanded  the  security  to  keep  the  parade  contained,  there  was  a   challenge  with  flow  based  on  the  slowing  of  a  parDcular  parade  entry.   • How  did  this  year’s  event  compare  to  last  year?   • Each  porDon  of  the  event  was  carried  out  with  an  equal  or  higher  level  of   professionalism  as  in  2016.  With  a  focus  on  safety  and  enjoyment  for  both   locals  and  visitors,  vast  crowds  returned  for  the  2017  event.   Vail Brand Compatibility The  Premier  Interna-onal  Mountain  Resort  Community   9   • How  did  the  event  /program  support  the  Vail  Brand?   • Vail  America  Days™  worked  with  Vail  and  the  Town  of  Vail  to  coordinate   a  long-­‐weekend  full  of  events  surrounding  the  4th  of  July  holiday,   encouraging  guests  to  parDcipate  in  mountain  recreaDon,  cultural   events  and  a  range  of  village-­‐based  acDviDes  alongside  the  4th  of  July   Parade  and  Fireworks.   • An  event  that  draws  a  diverse  group  of  aMendees,  Vail  America  Days™   saw  an  influx  of  young  families,  acDve  professionals  and  super  boomers   during  the  holiday  weekend.   Brand  Posi+oning:   • Town  of  Vail:  The  Premier  Interna+onal  Mountain  Resort  Community   • Vail  Mountain:  Like  nothing  on  earth   Community Contribution 10   • How  did  the  event  impact  Vail’s  sense  of  community?   • Vail  America  Days™  offers  guests  a  celebratory  lens,   through  which  they  can  experience  Vail  as  a  truly  vibrant,   exciDng  place  to  be.   • With  the  “America  the  BeauDful”  themed  parade  this   year,  the  event  evoked  a  sense  of  appreciaDon  and   thoughhulness,  which  was  a  great  fit  with  Vail’s  pre-­‐ exisDng  atmosphere.     • The  tradiDonal  fireworks  at  Golden  Peak  concluded  Vail   America  Days™  celebraDon  in  style,  bringing  the  event   from  day  into  the  evening.     Topline Marketing Efforts 11   • What  are  the  top  3  successful  markeDng  tacDcs,  execuDons  or   results  from  your  event/program?   • Vail  America  Days™  markeDng  efforts  served  324,600+   impressions  in  2017.   • Local  media  outreach,  digital  and  email  campaigns,  PR  and   grassroots  markeDng  efforts  have  always  proven  successful  for   the  event.  The  bi-­‐fold  concierge  piece  is  very  comprehensive.   • New  in  2017,  High  Five  Media  conducted  a  live-­‐stream  of  the   parade  and  an  addiDonal  videographer  was  sourced  so  strong   content  is  available  for  future  use  .   • Print  adverDsing  with  the  Vail  Daily,  Vail  Daily  Weekly  and   Paradian  publicaDon  conDnues  to  drive  aMendance.   Potential for Growth & Sponsorships/Media Exposure 12   • How  do  you  see  the  event  evolving  next  year?   • The  Vail  America  Days™  Fireworks  Display  was  bigger  and  beMer  than  ever  and  offers   room  for  addiDonal  sponsorship  of  the  simulcast.       • Highline  will  conDnue  to  seek  addiDonal  partnerships  both  within  the  community  and   in  other  targeted  categories.   • What  sponsors  do  you  plan  to  target  next  year?   • Vail  America  Days™  had  success  with  a  new  partnership  with  HealthONE  in  2017  and   will  conDnue  to  target  brands  in  wellness,  lifestyle  and  community  focused   categories  in  2018.  A  vehicle  partnership  is  the  top  target  for  2018.   • How  will  you  leverage  media  exposure  and  extend  the  markeDng  reach  next  year?   • Highline  conDnues  to  invest  in  high  quality  photography  and  videography  to  extend   its  reach  in  digital  and  print  media  applicaDons.     Sustainability Efforts 13   • What  measures  were  taken  at  your  event/program  to  support  the   environmentally-­‐friendly  goals  of  the  Town  of  Vail?   • Worked  with  town  environmental  officials  to  develop  green  pracDces  and   worked  with  Vail  Honey  Wagon  to  recycle  all  event  cardboard,  plasDc  and   aluminum   • What  waste  reducDon  methods  were  used  during  your  event/program?   • Had  event  staff  collecDng  and  sorDng  trash  and  recycling   • No  vehicles  were  ler  idle  while  loading  in  and  out   • Linens  were  cloth  vs.  disposable   • How  could  you  improve  on  sustainability  efforts  for  next  year’s  event?     • A  goal  for  2018  is  to  reduce  the  use  of  plasDc  water  boMles  and/or  other   iniDaDves  as  directed  by  the  Town  of  Vail  during  the  event   The  Town  of  Vail  is  commi@ed  to  the  stewardship  and  protec+on  of  our  unique  mountain  environment.    In  considera+on  of  both   our  local  and  global  impacts  and  opportuni+es,  our  environmental  vision  is  to  demonstrate  and  promote:  renewable  energy,   resource  efficiency,  ecosystem  protec+on,  and  community  awareness  and  educa+on.   Event Budget 14   • Event producer to attach detailed budget for recap. • **NOTE: FIREWORKS FUNDING OF $33,810 in 2017. Item  $   Total  Event  Budget:  $116,068   CSE  Funds:  $65,000*   Cash  Sponsorship  (net):  $10,483   In-­‐kind  Sponsorship:  -­‐   MarkeDng  Budget:  $8,000   Profit  &  Loss:  -­‐   How  did  you  use  the  CSE  funds?   (markeDng,  operaDons,  staff,  venue,  etc.)   Overall  Event   ProducDon  and   MarkeDng   Additional Information/Appendix 15   • Please  see  detailed  budget  in  the  Appendix   • Please  see  markeDng  plan  in  the  Appendix   • Please  see  markeDng  recap  including  signage  and  print  examples   • Please  see  link  to  Vail  America  Days  video  via  email   -CONFIDENTIAL- Prepared by HIGHLINE FINAL BUDGET 08-15-17 2017 PRO FORMA VAIL AMERICA DAYS REVENUES: Sponsorships (net)10,483.00 CSE Event Funding 65,000.00 Fireworks Funding 33,810.00 F&B Sales (less sales tax) Parade Entries 6,775.00 TOTAL REVENUES 116,068.00 EXPENSES: Activities Agency Fee 20,867.45 Awards Bank/Credit Card Charges 405.27 Charitable Donation Contract Labor 2,459.00 Drayage/Porterage Equipment Repairs Event Advertising/Marketing/Promos 4,729.80 Event Equipment/Party Rentals 5,591.30 Event Insurance 9,336.00 Event Lodging 257.92 Event Merchandise/Sponsor Gifting 391.02 Event Payroll Expenses 5,071.58 Event Photography/Video 1,564.00 Event Signage 943.03 Event Supplies 642.90 Event/Sales Travel - F&B Expenses Fireworks 33,810.00 Highline Event Managers (EP/AP)17,243.60 Licenses and Permits 100.00 Meals/Entertainment 552.96 Office/Computer Supplies 250.00 Portable Toilets/Trash Removal 700.00 Postage/Shipping Pre-press/Design 285.60 Printing and Reproduction 463.39 Public Relations/Social/Digital 590.00 Recaps 525.00 Security/Medical 2,059.51 Sponsor Ground Transfers Talent/Entertainment 6,465.00 Venue Rental/Site Fees (Solaris) Wardrobe/Uniforms Web Site 763.67 TOTAL EXPENSES 116,068.00 NET PROFIT (LOSS) CONFIDENTIAL & PROPRIETARY VAIL AMERICA DAYS™ JULY 4, 2017 | VAIL, CO CONFIDENTIAL & PROPRIETARY CONFIDENTIAL & PROPRIETARY VAIL AMERICA DAYSTM MARKETING OVERVIEW Highlights: 324,604+ Estimated Impressions • Local media outreach and press releases resulting in additional digital and print event exposure (April 3 – July 4) • Community outreach and e-blasts to previous parade participants and Vail event attendees • Print advertising with the Vail Daily, Vail Daily Weekly & Paradian (June 17 – July 4) • Radio advertising promos with KZYR The Zephyr (June 20 – July 4) • Collaboration with the Town of Vail to include the full weekend of events • Grassroots marketing, including posters and bi-fold rack card distribution as well as local concierge outreach • High Five Media live-stream of the parade from Lionshead entrance vantage point • Parade float winners announced to local media outlets on the afternoon July 4 • Photos of the event to be used on website, social/digital channels, and in future marketing materials • View Photos Here • Video coverage and recap video edit of the event, distributed to partners and on social/digital channels • View Video Here CONFIDENTIAL & PROPRIETARY DIGITAL MEDIA & MARKETING • Email Blasts • Social Media • Digital News CONFIDENTIAL & PROPRIETARY GRASSROOTS MARKETING Bi-Fold Rack Card Distribution: 2,000 pieces between East Vail – Gypsum (High demand - requests received for additional copies in future years) Event Poster Distribution: 185 pieces between East Vail - Gypsum CONFIDENTIAL & PROPRIETARY EVENT BANNERS Town Banners Parade Banner