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Home My WebLink About2.a. Recap Hot Summer Nights 2017Hot Summer Nights Wednesday, November 1, 2017 Hot Summer Nights, June- August Tuesday nights at the Gerald R. Ford Amphitheater Jennifer Mason Vail Valley Foundation 970.777.2015 jmason@vvf.org 2 Overall Event Highlights & Successes 3 •We had really great performers this year- National Touring acts with recognizable names across the board •The locals returned  •Bike Valet huge success with over 75 bikes per concerts •More and more families attended this season •The Samples and Super Diamond, brought out multi-generational families •Net Promoter score- 93 Estimated Attendance Results 4 6/13/2017 HSN #1 - Dustbowl Revival 1516 306 1822 Sunny but cold 6/20/2017 HSN #2 - Hurray for the Rif Raff 1325 350 1675 Rain prior with Partly cloudy at 7 6/27/2017 HSN #3 - The Samples 2362 604 2966 Sunny/hazy 7/11/2017 HSN #4 - Donovan Frankreiter 1862 521 2383 Heavy Rain turning to light drizzle 7/18/2017 HSN #5 - Karl Denson's tiny Universe 2195 640 2835 Sunny 7/25/2017 HSN #6 - Shooter Jennings Band 913 344 1257 Rainy 8/15/2017 HSN #7 - Jojo WSP 1547 309 1856 Partly Cloudy 8/22/2017 HSN #8 - Super Diamond 1901 517 2418 Partly Cloudy TOTAL 17212 Estimated Attendee Profile Results 5 Estimated Spending Results Only those who came to Vail for HSN 6 •Estimated average spending by Overnight Visitors in Paid Lodging: •Dining: $33,146 •Retail: $29,618 •Lodging: $191,377 •Activities: $37,240 •Total average spending : $291,381 •Estimated average spending by All Other Overnight Visitors: •Dining: $184,485 •Retail: $186,409 •Activities: $182,964 •Total average spending : $553,585 Estimated Spending Results – Page 2 Only those who came to Vail for HSN 7 •Estimated average spending by Local/In-State Day Visitors: •Dining: $56,653 •Retail: $41,868 •Activities: $10,710 •Total average spending: $109,231 •Town of Vail spending the event/program generated: •Total spend: $954,470 •Average spend per person: $55.45 Estimated Spending Results – Page 3 Only those who came to Vail for HSN 8 NPS (Net Promoter Score) 9 Event Strengths & Weaknesses 10 •Strengths: •Highest local attendance to date- 84%. This event is 30 year’s in the making , originally created for the locals and it has returned to roots •Compared to last year, we had bigger performers with more talent on the stage •New concessionaire this year, was a positive and negative experience for the guest. The concessionaire was extremely receptive to constructive criticism and adjusted service and products as needed. •Weaknesses: •This event is so weather dependent, this year we had average weather it did rain over 50% of the HSN concerts •Little growth of attendance year over year •One less performance this year, due to July 4th landing on a Tuesday. Unfortunately no time in the schedule to make that date loss. Vail Brand Compatibility The Premier International Mountain Resort Community 11 •Classic Rock, Country and Alternative music with wide appeal to Vail’s key demographics •Recognized acts in a unique, safe, environment – with FREE entry •Family-friendly (average age of children under 18: 6.5 •Improved sound amplitude monitoring •93 Net Promoter Score (NPS) •56% Came to Vail specifically for Hot Summer Nights Community Contribution 12 In 2017 the Hot Summer Nights free concert series continued a 30-year-long tradition of bringing mid-size and yet name-brand acts to Vail Village at no cost to the audience, helping raise quality of life for people of all ages in the Vail Village and beyond, whether they were locals, first-time visitors, or second-home owners. The concerts provide a friendly gathering place for the Vail Community to come together and enjoy each other’s company in an active environment that encourages conversation and connection, at a time and place that is convenient, safe, and beautiful. Topline Marketing Efforts 13 •Key highlights from 2017 Hot Summer Nights: •An estimated attendance of over 17,000 people •The event as a whole saw a net promoter score of 93 •Top event awareness responses were “word of mouth” and “newspaper” •Top marketing efforts for Hot Summer Nights are seen through print ads, social media targeted ads and engaging social content strategies, as well as cross promoting the celebration of the GRFA 30th anniversary concerts in August 2017. •Our continued tactic will be elevating the cross marketing strategy by promoting the GRFA venue holistically at various VVF events (i.e. Mountains of Music). Topline Marketing Efforts 14 Potential for Growth & Sponsorships/Media Exposure 15 •The Vail Valley Foundation plans to host music and travel media, improve the quality of weekly press releases, and work to expand interest in Hot Summer Nights to regional audiences. •Our contract has concluded with Crazy Mountain Brewery and we are excited about having a new beer sponsor and what the future will hold •Sales team is working hard to find over arching venue sponsors for the entire GRFA summer season. Sustainability Efforts 16 •Recycling bins throughout GRFA – glass, aluminum, plastic •Encourage use of refillable water bottles •In green room we utilize Deep Rock water containers •Encourage attendees to ride their bike and utilize free bike valet or take public transportation/carpool Event Budget 17 * Event producer to attach detailed budget for recap Item $ Total Event Budget: $550,000 CSE Funds: $27,500 Cash Sponsorship (not CSE): In-kind Sponsorship: $2,800 (police support) Marketing Budget: $31,456 Profit & Loss: How did you use the CSE funds? (marketing, operations, staff, venue, etc.) To book bigger named bands See you in 2018! 18