HomeMy WebLinkAbout2.b. Recap Oktoberfest 2017Event Recap: Vail Oktoberfest™
Cultural, Recreational & Community Category
November 1, 2017
Event Recap: Vail Oktoberfest™
Cultural, Recreational & Community Category
Vail Oktoberfest™: Sept. 8-10 & Sept. 15-17
James Deighan
Phone: 970.476.6797
jdeighan@gohighline.com
3
• Highlights:
• 50,000+ Attendance
• 11 Beer pouring stations
• 23 Restaurant & Expo displays
• Print: 196,000+ impressions
• Digital: 299,000+ impressions
• PR: 72,000+ impressions
Overall Event Highlights & Successes
4
• List the top 4-6 successes you want to share with the CSE (consider this a snapshot for
your recap).
• Vail Oktoberfest continues to draw amazing, enthusiastic crowds to the streets of
Lionshead and Vail Village for two straight weekends of celebrating autumn
• Successfully expanded the Vail Village venue to include Gore Creek Promenade in
2017
• New event partnership with Spaten Beer was a success, serving popular beer choices,
presenting event elements and helping to enhance the venue decor
• New Event branding enhanced the venue to look fresh and exciting
• Restaurant partners offered a variety of high-quality authentic Bavarian foods
• Return of crowd-favorite contests, such as Stein Lifting and Bratwurst Eating, as well
as popular Bavarian entertainers each weekend
Estimated Attendance Results
5
• Estimated attendance: 50,000+
• If non-ticketed event, what method did you use to estimate attendees:
• This number was provided by the Town of Vail based on crowds, parking
structures, buses and more
• Number/percentage of people who came specifically for event:
• Number/percentage of people who attended the event last year:
Estimated Attendee Profile Results
6
• Attendees came from (local, regional, out of state, international):
Estimated Spending Results
7
• Estimated average spending per person:
• Dining:
• Shopping:
• Lodging:
• Other Activities:
• Direct Economic Impact to Town of Vail:
• Economic Impact Payback Ratio:
NPS (Net Promoter Score)
8
Attendee Response: How likely is it that you would recommend this event to a friend or
colleague?
The NPS Calculation
Calculate your NPS using the answer to a key question, 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 satisfied but unenthusiastic customers who are vulnerable to
competitive offerings.
Detractors (score 0-6) are unhappy customers who can damage your brand and
impede growth through negative word-of-mouth.
Event Strengths & Weaknesses
9
• How did the event exceed expectations?
• The event continues to bring an authentic feel and vibe to Vail, created by transforming
Lionshead and Vail Village into a Bavarian celebration through pageantry, décor and
theming
• The event has maintained a positive attendance, both numerically and with relevance to
our target audience
• In both Lionshead and Vail Village, a more open layout of the venues allowed for better
flow of traffic, especially when the venue was busiest
• In Vail Village the relocation of the Kids Zone to the East end of the footprint opened
the area around the Children’s Fountain and connected Gore Creek Promenade to the
main venue
• The event offered extended seating within each venue, creating space for groups to
gather together easily within the surrounding celebration
• Once again, the Friday afternoon crowd was as populated and avid as Saturday and
Sunday each weekend
• As always, the crowd-pleasing contests and performers provided a variety of
entertainment throughout each weekend
Event Strengths & Weaknesses
10
• What are areas for event improvement?
• New and additional partnerships will create opportunities for further development and
growth within the event
• Continue to find ways to improve the consumer experience by expanding the venue,
offering additional seating, and adding beer and food stations in areas surrounding the
stage
• How did this year’s event compare to last year?
• The expanded venue in Vail Village, as well as the open layout of both venues provided
a more comfortable space for guests to participate in Vail Oktoberfest
• Updated branding, signage and décor gave the event a refreshing new, clean look and
feel contributing to an even better atmosphere in 2017
Vail Brand Compatibility
The Premier International Mountain Resort Community
11
• How did the event /program support the Vail Brand?
• Oktoberfest is a known and coveted celebration all over the world, bringing this
festival of autumn, beer and food to Vail in an extremely authentic way draws
Oktoberfest fans from near and far to experience the fall season in the Town of Vail
• Vail Oktoberfest encourages guests to stay for a full week to explore Vail between
each weekend of the event
• Vail Oktoberfest supports and promotes the local lodging community, Vail Summer
activities and vail.com
Brand Positioning:
• Town of Vail: The Premier International Mountain Resort Community
• Vail Mountain: Like nothing on earth
Community Contribution
12
• How did the event impact Vail’s sense of community?
• The event benefits Vail Veterans Program, a prevalent, local non-profit organization
• Vail Oktoberfest incorporates local restaurant partners and vendors, providing them
with an opportunity to engage with a larger audience
• The event draws a significant number of local residents into town for the celebration in
addition to the majority of overnight visitors
• It reinforces Vail’s European heritage and showcases Vail’s ability to transcend cultures
from all over the world
Topline Marketing Efforts
13
• What are the top 3 successful marketing tactics, executions or results from your
event/program?
• Vail Oktoberfest was promoted through grassroots, print, digital, social, radio
and PR marketing efforts
• Print: 196,000+ impressions
• Digital: 299,000+ impressions
• PR: 72,000+ impressions
• Please see additional marketing details in the attached report
Potential for Growth & Sponsorships/Media Exposure
14
• How do you see the event evolving next year?
• Using this year’s successes as a new baseline, continue to develop and add to the
event’s current programming, elevating the experiences, and making them event
more widely known
• What sponsors do you plan to target next year?
• In 2018 existing sponsors Spaten Beer, Jagermeister, Vail Vitality Center as well as
existing restaurant/expo partners will be targeted
• Additionally the following categories will be targeted in 2018: Consumer Goods
Products, Financial Institution, Airline, and more
• How will you leverage media exposure and extend the marketing reach next year?
• Work with existing and new partnerships to promote the event to a wider network
• Use marketing tactics that have been successful in the past to reach likely to return
guests (the event has seen a good amount of guests return year over year)
• Continue to build a positive reputation on social platforms and use organic
growth to drive interest in the overall event theme, participants and Vail
setting
Sustainability Efforts
15
• What measures were taken at your event/program to support the environmentally-friendly
goals of the Town of Vail?
• Vendors were requested to use compostable/recyclable service ware
• Highline used only recyclable cups
• Single stream recycling was used
• Proper disposal of waste beer so not to end up in Town of Vail sewer/river sources
• What waste reduction methods were used during your event/program?
• Encouraged the purchase of beer steins as an eco-friendly glassware choice
• How could you improve on sustainability efforts for next year’s event?
• Continue to implement advanced recycling efforts, such as sorting waste from recycling
as well as compost
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
16
* Event producer to attach detailed budget for recap
Item $
Total Event Budget: $301,194.73
CSE Funds: $60,000
Cash Sponsorship (not CSE): $99,200
In-kind Sponsorship: N/A
Marketing Budget: $7,068.07
Profit & Loss: $(40,095.73)
How did you use the CSE funds?
(marketing, operations, staff,
venue, etc.)
Operations,
Logistics,
Marketing
Additional Information/Appendix
17
• Provide detailed budget in the Appendix
• Provide final marketing plan in the Appendix
• Provide any additional information or marketing materials you think the CSE would
benefit from
Total economic
impact per attendee
day
Restaurants/Bars/
Prepared Food
Vendors
Shopping Lodging Recreation (golf,
bike rental, etc.)
Other items,
excluding lodging
$0
$100
$200
Economic Impactper Attendee-Day$111
$13$26 $10$54 $8
Direct Economic Impact to TOV per Attendee-Day
In paid lodging
Vacation home/timeshare
With friends/family
Other
73%
16%
10%
Overnight Visitor Profile
Myself Only
2
3
4
5
6 or more
57%
14%
16%
10%
2%
1%
1
2
3 - 5
6 - 8
9 - 14
15 or more
20%
34%
25%
19%
1%
2%
Vail
Beaver Creek
Avon
Edwards
Eagle/Gypsum
Summit County
Other
74%
11%
6%
2%
3%
4%
Under $50k
$50k-$100k
$100-$150k
$150k or more
17%
26%
20%
37%
Overall Visitor Profile
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
26%
20%
19%
18%
10%
0%
6%
2%
Male
Female
50%
50%
Detractor Passive Promoter
0%
20%
40%
60%
80%% of Total Number of Records15%17%
68%
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 Responding34%
39%
2%4%2%0%
6%3%4%4%2%
Importance of Event in Decision to Visit Vail Today - Overall
2016 Event funding
Direct economic Impact
to TOV
Economic impact
payback ratio $21.84
$1,201,441.99
$55,000.00
Return on Investment: Funding vs. Impact
Summary of Key Trip Characteristics and DemographicsAttendee-Days0K
10K
20K
10.9K
Attendance Est
52%
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 Responding50%
10%
19%16%
5%
Visitor Type
Colorado
Florida
Texas
Minnesota
Nebraska
California
Illinois
Missouri
New York 1%
1%
1%
1%
2%
2%
3%
4%74%
2016 Vail Event Visitor Summary: Oktoberfest, September 9-11 & 16-18, 2016
Survey technique: Intercept. Overall sample size: 257 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2016): 45
Average
Overall
Overnight visitor
Seasonal resident of Vail Valley
Full-time downvalley resident
Full-time resident of Town of Vail
Day visitor to Vail 7.4
7.0
7.6
3.1
3.6
5.3
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:$252
$240
Overall
Overnight visitor Overall
-CONFIDENTIAL-
Prepared by HIGHLINE
submitted to CSE [11-01-17]
2017 PRO FORMA
OKTOBERFEST
REVENUES:
Sponsorships 99,200.00
CSE Event Funding 60,000.00
Expo/Partner Fees 8,450.00
F&B, Merch Sales 93,449.00
TOTAL REVENUES 261,099.00
EXPENSES:
SITE/LOCATION/OPERATIONS 219,620.85
Licenses/Permit/Venue Rentals 3,750.20
Labor 39,103.68
Security/Medical 35,242.56
Event Supplies 2,322.67
Equipment Rental 11,270.49
Event Merchandise 25,358.65
Talent/Bands/Production 42,252.62
Project Fee 50,199.12
Insurance 6,165.00
Adminstrative 3,955.86
MARKETING 7,068.07
Advertising/Marketing/Promos/PR/Social/
Digital/Website 5,343.07
Photography/Video 1,725.00
SPONSORSHIP 927.66
Sponsor Implementation/Fulfillment
BRANDING 4,618.53
Design 390.00
Printing and Reproduction 869.93
Signage 3,358.60
FOOD AND BEVERAGE 62,219.40
Meals/Entertainment 133.40
F&B Expenses 60,586.00
Charitable Donation (Bev Sales)1,500.00
TRAVEL/LODGING 6,740.22
Event Lodging 6,740.22
TOTAL EXPENSES 301,194.73
NET PROFIT (LOSS)(40,095.73)
VAIL OKTOBERFEST 2017: MARKETING-MEDIA PLAN
TRADITIONAL MEDIA TYPE
Vail Daily Print Advertising
A total of 9 print ads: Full page, half page and additional sizes in Vail Daily (beginning
9/1 - through the event weekend)
Vail Daily Digital Advertising
Serving digital impressions through Vail Daily programmatic campaign (beginning 8/5
- through the event weekend)
Local Radio or OTHER KKCH & THE LIFT FM spots, On-air promoting the weekend of events
vailoktoberfest.com Fully integrated, detailed schedule
LOCAL GRASSROOTS
Concierge outreach Rack Cards -double sided with direction to website for weekend of events
11"x17" Posters
Outreach to Vail concierges through eblast (8/14)
200+ contacts Vail Valley wide
Merchant outreach 200+ (week of 8/7) postering and rack card distribution
Continued outreach
To local info centers, local media, key lodging partners and hotel properties including
rack card distribution (week of 8/7)
SOCIAL/DIGITAL
Organic & Paid Social Activity: With paid social advertising starting in early June and
scheduled intermittently through the event
Organic activity including: Facebook, Instagram & Twitter
Paid social media inclusion in Vail Daily marketing plan (scheduled ads to run 9/1-
9/16)
Eblast 1 - Summer Events Promo (5/30)
Eblast 2 - Event overview with direct to website (scheduled 8/17)
Eblast 3 - Lodging Deals/New/Highlights (scheduled 8/24)
Eblast 4 - Full schedule of events included (scheduled 8/28)
Eblast 5 - Last Call (scheduled 9/6)
Eblast 6 - Between events (scheduled 9/14)
PUBLIC RELATIONS Press Release - Local outreach with event overview
Press Release - Leading into the event, including full schedule
Press Release - Local Media-Community Outlets (during the event)
Worked directly with an outsourced PR agency for local and regional outreach and to
boost Front Range exposure
DESIGN/LAYOUT Revised Logo & creatives
New roundabout banners
New stage & venue signage
CONFIDENTIAL & PROPRIETARY
Vail Oktoberfest™ Marketing Overview
CONFIDENTIAL & PROPRIETARY
– Print: 196,000+ impressions
– Digital: 299,000+ impressions
– PR: 72,000+ impressions
Marketing Overview:
Estimated Impressions
2
CONFIDENTIAL & PROPRIETARY
Media: Print, Digital & Radio
3
Vail Daily (Daily Publication)
Where Where Day When Average Impressions
Print 1/4 Page Horizontal / 4 Color Ad Friday 1-Sep 13,500
Print 1/4 Page Horizontal / 4 Color Ad Saturday 2-Sep 13,500
Print 1/4 Page Horizontal / 4 Color Ad Sunday 3-Sep 13,500
Print 5/8 Page/ 4 Color Ad - MILITARY/VETS Friday 8-Sep 13,500
Print 3/8 Page/ 4 Color Ad Saturday 9-Sep 13,500
Print 3/8 Page/ 4 Color Ad Sunday 10-Sep 13,500
Print 5/8 Page/ 4 Color Ad - MILITARY/VETS Friday 15-Sep 13,500
Print 3/8 Page/ 4 Color Ad - VERSION B Saturday 16-Sep 13,500
Print 3/8 Page/ 4 Color Ad - LAST CHANCE Sunday 17-Sep 13,500
Vail Daily (Digital Ads)
Where Where Day When Impressions
Web Mobile/Desktop Vail Daily Online Publication ALL 6 weeks 212,798
Vail Daily (Social)
Where Where Day When Impressions
Facebook Advertising Facebook TBD TBD 21464
Total Print 196,300
Total Digital 298,838
AMT (Radio Ads)
Where Type Day When Impressions
KKCH & The LIFT FM
50 radio ads, 20+ recorded promotional mentions,
20+ Live mentions 3-weeks Unavailable
PR
Where Type Day When Impressions
Print & Digital Denver Ear Unavailable
Print & Digital Vail Daily 28,500
Digital Best Things CO 15000
Print & Digital Vail Daily 28,500
Total PR 72000
CONFIDENTIAL & PROPRIETARY
• Google Analytics: vailoktoberfest.com
– 19,429 Users visited the site in the last 10 months
– 78% of users visited the site between August 1 - September 22, 2017
– 97% of users were located within the United States, the top geo-
locations being:
• Denver 25%
• Dallas 7%
• Vail 5%
– A large portion of the 25,735 total new sessions were generated by
organic search (16,978), other sources were:
• Direct 4,110
• Referral 3,348
• Social 838
Media: Website
4
CONFIDENTIAL & PROPRIETARY
• Google Analytics: vailoktoberfest.com
Media: Website
5
CONFIDENTIAL & PROPRIETARY
• Facebook Analytics: Vail Oktoberfest
– Organic posting and paid advertising drove traffic to the Facebook page and to
vailoktoberfest.com, directly corresponding to an increase in page likes, as well as
first-time users on the website
– Both organic and paid reach were mainly consolidated into the weeks leading up to
and during the event, with several spikes throughout the 10 month period
corresponding to significant page posts (both organic and paid)
• Instagram: Vail Oktoberfest
– Since 10/31/16 Vail Oktoberfest has acquired 261 new Instagram followers, the
majority of whom are between 25-34 years old
• Male 36%
• Female 64%
• Twitter: Vail Oktoberfest
– Vail Oktoberfest’s Twitter account has acquired 29 new followers since 10/31/16
Media: Social Media
6
CONFIDENTIAL & PROPRIETARY
• Facebook Analytics: Vail Oktoberfest
Media: Social Media
7
CONFIDENTIAL & PROPRIETARY
• Facebook Examples: Paid & Organic
Media: Facebook Examples
8
CONFIDENTIAL & PROPRIETARY
Media: Instagram Examples
9
• Instagram Examples: Organic
CONFIDENTIAL & PROPRIETARY
• Twitter Examples
Media: Twitter Examples
10
CONFIDENTIAL & PROPRIETARY
• Email Blasts (8,336 readers)
Media: Email Blasts
11
CONFIDENTIAL & PROPRIETARY
• Vail Daily & Local Publications
Marketing & PR Exposure
12
CONFIDENTIAL & PROPRIETARY
• Digital Display Advertising
Marketing & PR Exposure
13
CONFIDENTIAL & PROPRIETARY
Print & Display
• Town of Vail Banner
14
CONFIDENTIAL & PROPRIETARY
Print & Display
• Town of Vail Roundabout Banners
• Complimentary beverage tickets
15
CONFIDENTIAL & PROPRIETARY
Print & Display
• Token Tent Menus
• Schedule Signage
16
CONFIDENTIAL & PROPRIETARY
Print & Display
• Posters (180)
• Rack Cards, double sided (2,500)
17
CONFIDENTIAL & PROPRIETARY
Print & Display
• Official Vail Oktoberfest™ Steins
– 1L Glass Bubble Stein
– 0.5L Glass Bubble Stein
– 0.5L Ceramic Stein
18