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Home My WebLink About2.d. 2017 Vail Family Fun Fest RecapVail Family Fun Fest 2017 Cultural, Recreational & Community Category Presented on September 6, 2017 Vail Family Fun Fest 2017 Saturdays, June 24 to August 5, 2017 J. Brian Hall Event Producer Blue Creek Productions, Inc. Office: 970.328.5855 Mobile: 970.376-2594 brian@bluecreek.com 2 A photo with my friend Devon from Miami, who comes each year. Overall Event Highlights & Successes 3 • Net Promoter Score (NPS) of 56% • Increased aCendance by 16% over previous year. • Successfully expanded event acIviIes resulIng in enhanced guest experience • Large increase in our event influencing the guests decision to visit Vail. From 20% to 43% above the half way mark. • 81% of our overnight guests stay in Vail lodging. Blue Creek Productions – In-House Surveys 4 Blue Creek ProducIons’ VFFF In-house Surveys: Are you? VacaIoning: 71% Local: 10% Second Homeowner: 19% How did you find out about us: Internet: 34% Hotel/Concierge: 28% Newspaper: 14% visitvailvalley.com: 10% Word of Mouth: 10% Vail Info desks: 2% Magazine: 2% Is this your first visit to Vail? Yes: 17% No: 83% Would you return to our event? Yes: 100% No: 0% Do you feel the event was fun? Yes: 100% No: 0% Blue Creek Productions – In-House Surveys 5 VFFF 2017 – Select Survey Comments • This is why we love Vail, The community acIviIes and events! • Kids say this is best place ever! Very Fun! Thank you!!! • Great free fun for kids • AcIviIes were great, contests surprised and delighted • Super fun, kids don’t want to leave, coming back next week. • We come every year, Thank You! • My kids loved the contests and the science tent • Amazing! Fabulous staff & awesome acIviIes • We’ve aCended many Imes and we love it. • Fun, energeIc staff, kids enjoyed it! • My grand kids enjoyed it • Our kids love it. Can’t wait for the event, Great job! Keep it up! • Have 3 kids – 9, 6, 2 years, they all loved it • Our kids look forward to coming to the Lionshead event each Ime we come to Vail in the summer! More family events in the Village. It doesn’t seem as kid- friendly as Beaver Creek – but it has goCen beCer in recent years. • Love that everything is actually FREE. We tried every acIvity because we could. We have 3 kids and can’t pay to do several things each! More events like this! • Outstanding, Unbelievably fun – engaging. So much fun. Amazing acIvity, please keep doing it. This is perfect.\ • Nice to have a free family fun fesIval to aCend. • Tons of choices for the kids. Kids had a great Ime. We appreciate the fun stuff. • Excellent! Absolutely fantasIc. • We come every year! Questions from CSE 6 • The CSE will ask quesIons about your event and recap • Leave this blank – it’s a placeholder Attendance Estimate 7 • We were aiming at an aCendance increase of 10%, but reached 16% increase • We will focus on the following to increase aCendance next year – • Create cross promoIon partnerships with other Vail events and venues in the family market. • Work closer with hotels to “invite” (capture) their family guests to our event. • Hire consultant/advisor to help make social markeIng more impacpul. Good area to invest in. Visitor Type 8 • This was the visitor type split we expected. Heavy on Overnight Visitor. We showed a 100% increase in “Day visitor to Vail”. • We work hard with the Vail and down valley hotels to capture their family guests. We visit Vail hotels and push a lot of promoIonal materials towards them. • Our Hotel Concierge Program helps us aCract/invite their overnight guests. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 9 • What measures did you take to encourage aCendees to book lodging in the Town of Vail? • All promoIonal materials featured had Vail Lodging info. Event website had front page link to Vail lodging info. •  We have worked with lodges to supply them with dynamic photos and event info that they could use to influence potenIal guests. Overall Visitor Profile 10 • Who was your anFcipated target demographic? • • Young, acIve lifestyle, upscale families • Did you reach your target demographic? • Yes • Next year - More social and internet markeIng. More partnering with other Vail events and merchants/lodges aiming to capture the same demographic guests with joint markeIng efforts. And a push to family travel blogs to get story placement. Role/Importance of Event in Intent to Visit Vail 11 We work to have a strong internet and social presence to be seen by our family guests. We work with the lodges to give them our event info & dynamic photos to show their prospecIve guests the energy of our event and that it is free. We work to make the event as good as it can be, and provide it free, so we can help influence the family traveler to choose Vail, to choose a Vail Lodge and to choose our Vail event. We will conInue to work as partners with the Vail lodging community to help move guests to choose Vail. NPS (Net Promoter Score)/Likelihood to Recommend 12 65% of guests were promoters. Based on these survey responses and our own in-house surveys, we believe our guests are really enjoying our event. As our aCendance grows, we need to add acIviIes, contests and staff to meet that growth and keep the saIsfacIon high. The best compliment we receive from our guests is how wonderful our hosts are. They can really make a difference in how well the children and their parents enjoy their day with us. Next year we will increase our exhibits and contests, as well as our staffing. Working to minimize any boClenecks or any waiIng. More people come = more things to do. Estimated Return on Investment (ROI) & Attendee Expenditures 13 • Again our great staff is key to maximizing our guests experiences in Vail. We train our staff to be well informed about other events in Vail and the many merchants and restaurants. We get a lot of opportuniIes to slow down and talk with our guests. we don’t sell – we inform and they appreciate this info. And we believe this translates into the guests spending Ime and money in Vail. Event Strengths & Weaknesses 14 • How did the event exceed expectaFons? • Larger aCendance than expected, people staying longer –some Imes all day. Many becoming repeat parIcipants every week. Receiving enthusiasIc thank you’s and developing many friendships over the summer. • What are areas for event improvement? • As our aCendance grows, we need to increase footprint, acIviIes/exhibits and well trained staff. • We need to increase our markeIng and promoIon. • We need to secure more sponsors to cover the costs of this growth. • This year’s event had even more energy and excitement that past years. Kids were rocking and parents were having fun and shaking our hands as they let. Vail Brand Compatibility 15 I think we’re on point as being a great represent of what Vail stands for. Our staff is awesome, friendly, sincere, engaged. We are able to connect with the kids, their parents, and grand parents. Many mountain resorts can off similar amenities, but it’s our people, our sense of welcome, our warmth that can make Vail stand out. We present fun and engaging activities. Many of our activities are “old school” type fun. I think families have a blast and get a kick out of the simple fun we offer. And it’s free. I can’t tell you how many times I have a parent says “it’s great to something you can go to and just enjoy for free”. Everything can’t be free, but this event – when seen by our family guests, seems to help strike a well appreciated balance in their perception of Vail. And we tell them TOV underwrites this event – on the PA about every 15 to 20 minutes. Community Contribution 16 McMillan & Chavis (1986) defines sense of community as "a feeling that members have of belonging, a feeling that members maCer to one another and to the group, and a shared faith that members' needs will be met through their commitment to be together.” In the context of our guests, no one goes on vacaIon to feel like a “tourist”. We all want to feel like we belong, if we feel that way, we brag about it to others when we get home. Everything we do, from the moment our families arrive, the games to the simple conversaIons we have with mom’s and dad’s while there kids are doing an acIvity, exudes welcome and warmth. Whether you a local, live here part Ime, or just visiIng, come on in and have some fun with us. Topline Marketing Efforts 17 • Strong internet and social media presence, with Imely updates and dynamic photos of our event. Website, Facebook, Instagram and every hungry content provider and calendar we could find. • DistribuIon to all local & regional events calendars and info venues. • Strong Lodging/concierge program. Work with them to help influence iniIal buy decision and insure repeat visits. Reach guest with an invitaIon to come to VFFF. • VFFF staff visited hotels & shops to meet staff and talk up event. • Execute awesome event to insure guests’ saIsfacIon and meeIng their expectaIons. Focus on connecIng with guests. • Regular email blast to 350 addresses in our fan club. Potential for Growth & Sponsorships/Media Exposure 18 • How do you see the event evolving or growing next year? • With more expected aCendance - we need to provide more acIviIes/contests, exhibits and staff. We need to extend the footprint of the event to insure guests are confortable. • What sponsors do you plan to target next year? • Some the possible sponsors for VFFF 2018 we have talked with are– VCBA, Epic Discovery-Vail Mtn., Super Goop, Vail Health, KidSport, Alpine Bank and CME. • How will you leverage media exposure and extend the markeFng reach next year? • We want to create a partnership with local media in sponsorships and a sharing of content. In the past we have produced a “Kids Report” with local kid reporters. The report with on TV8, in the Vail Daily and on local radio. We are working on this project this winter with hopes that it will be in place to help us in the summer. Sustainability Efforts 19 • We chose “green” arts & crafts supplies whenever possible. Discarded supplies were sorted and returned to supply stations for re-use. Created “Recycled Art” projects onsite. • Many of our Special presenters were hosen for their ECO or green themes and content (Nature’s Educators, Denver Butterfly Pavilion, Weird Science, Inc.) •  Staff members carpooled into event from home. • Trash was carried out or sorted using TOV receptacles. • Next summer we would like work TOV Environmental Health Department to create a joint ongoing Vail ECO kids project/promoIon at our event. We will approach them about the idea. Event Budget 20 * Event producer to attach detailed budget for recap Item $ Total Event Budget: 22,000 CSE Funds: 20,000 Cash Sponsorship (not CSE): 2,000 In-kind Sponsorship: 2,100 MarkeIng Budget: 1,850 Profit & Loss: 0 How did you use the CSE funds? (markeIng, operaIons, staff, venue, etc.) OperaIons, supplies and markeIng Additional Information/Appendix 21 Total economic impact per attendee day Restaurants/Bars/ Prepared food vendors Shopping Lodging Recreation Other items, excluding lodging $0 $100 $200 $300 Economic Impactper Attendee-Day$249 $98 $52 $47 $42 $11 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 52% 15% 15% 19% Overnight Visitor Profile Myself Only 2 3 4 5 6 or more 20% 11% 59% 4% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 44% 26% 6% 6% 9% 9% Vail Beaver Creek Avon Edwards Eagle/Gypsum Summit County Other 81% 7% 2% 7% 2% Under $50k $50k-$100k $100-$150k $150k or more 27% 59% 5% 9% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 49% 16% 11% 12% 2% 9% Male Female 59% 41% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding65% 25% 10% 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 Responding48% 22% 1%5%2%7%4%5%4%1% 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 $2.21 $44,226 $63.85 $1,277,085.39 $20,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 5.1K Attendance Est 56% 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 Responding68% 16% 4%4%9% Visitor Type Colorado Florida Texas Mexico Illinois Arizona Minnesota Missouri 2% 2% 2% 5% 6% 9% 9% 51% 2017 Vail Event Visitor Summary: Vail Family Fun Fest, June 24, July 1, 8, 15, 22, 29 & Aug. 5, 2017 Survey technique: Intercept. Overall sample size: 81 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2017): 10 Average Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 4.0 10.0 8.3 4.2 3.1 3.8 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:$443 $350 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 Budget 22 9/1/17: 1:17 PM FY 2017 Budget Revenues: TOV-CSE Contribution 20,000 Vail Chamber & Business Association Sponsorship 2,000 0 Other Sponsorships 0 Total Revenues:22,000 Expenses: Advertising & Marketing Banners & Signage 625 Rack Cards, Fliers, Posters 300 Newspaper Artwork 250 Radio Electronic Media/Website/E-mail Blast 950 Beer/Wine/Soda/ice 0 Blue Creek - Guest Surveys 350 Consulting - 3rd Party Surveys, TOV Compliance 0 Entertainment Children's Activities, Supplies and Prizes 3,800 Kids Discovery Zone-Special Presenters/Raptors, Fossils, etc.4,200 Inflatables 1,500 Misc.0 Event Fees Insurance 500 Police 0 Security 0 Sound Permit 50 Special Event License 100 Tent Permit 0 Food Cost 0 Miscellaneous 0 Recruitment 0 Sponsor Activities 0 Kids' Premiums & Give-aways 675 Staff 0 Event Workers 5,800 Administration/Press Releases/Concierge Program 2,800 Tables/Linens 0 Tents & Canopies 100 Travel & Lodging 0 Total Expenses:22,000 Net Income/(Loss)0 *Additional soft dollars from Blue Moose Spnsorship - $3,500.00 Vail Family Fun Fest in Lionshead Budget - 2017 Budget Detail 7 Events Description Vail Family Fun Fest 2018 – Marketing Plan 23 VFFF MarkeFng Plan Goals: To create an event that presents, represents, reinforces and supports Vail brand and posiIon in the marketplace as a the premier internaIonal mountain resort community and family vacaIon desInaIon. Our customers or guests are internaIonal, regional and local family visitors to Vail. Ways to reach our target guests: • Present a strong presence on the internet and with social media to be visible when our guests search the internet for family and children’s events in the Vail and Colorado area. • Partner with like organizaIons or events who aim at capturing the same kind of guests and form partnerships to cross promote each other. • Execute a strong Lodging/Concierge program to helps lodging sales personal in presenIng Vail as vibrant family vacaIon desInaIon with goal of posiIvely effecIng sales of lodging. • Execute a strong concierge/info center/merchant informaIon program to capture guests once they are in town. Vail Family Fun Fest 2018 – Marketing Plan 24 TacFcs: • Placement in all local and regional special vents calendars. • Distribute digital and paper flier to hotel and lodges for their use (Pre-season and during event run) • Email blasts to our 350 family program fan addresses *Emails sent bi-weekly • Operate VFFF specific website – update photos weekly • Operate VFFF Face Book page - updates twice weekly • Operate VFFF Instagram account – update twice a week • Create & Distribute event posters to Lionshead, Vail and down valley merchants • Make personal visits to key Vail lodges and merchants to promote/ inform them of our event • Create press release program – new PR theme sent every 2 weeks • Create changing Science presenter schedule for each week for fresh promoIon subject Vail Family Fun Fest 2018 – Marketing Examples 25