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Home My WebLink About2.e. Recap Bravo! Vail 11.1.17Event Recap: Bravo! Vail Cultural, Recreational & Community Category November 1, 2017 Bravo! Vail: June 22 –August 4, 2017 Jennifer Teisinger Phone: 970.827.4318 jteisinger@bravovail.org 2 Overall Event Highlights & Successes 3 •Celebrated the 30th Season of Bravo! Vail •Net Promoter Score at 87% -an increase over 82% in 2016 •Received increased national press, including “Top 10 Classical Festivals” list from The New York Times and were featured as a pick for Ski Magazine’s best mountain festivals of the summer •Launched the New Works Project with 5 newly commissioned works, which garnered national media attention •Launched new website resulting in increased conversion rates and customer engagement online Estimated Attendance Results 4 •Estimated attendance: •58,697 total attendees in Town of Vail •51,745 at ticketed events •6,952 at free events (physical count) •Number/percentage of people who came specifically for event: 48% •Number/percentage of people who attended the event last year: 41% for ticketed events 40,390 41,907 43,907 50,349 51,745 2013 2014 2015 2016 2017 Paid Bravo! Vail Attendance Estimated Attendee Profile Results 5 •Attendees came from (local, regional, out of state, international): •CO: 64% •TX: 7% •FL: 6% •AZ: 3% •CA: 2% •International: 4% 46% 28% 26% Exhibit 10c: Visitor Category Home owner In-state visitor Out-of-state visitor Estimated Spending Results 6 •Estimated average spending per person (in all areas): •Dining (including grocery and liquor): $98 •Shopping: $149 •Lodging: $123 •Parking: $8 •Other Activities: $122 •Total average spending per person: $500 •Town of Vail spending the event/program generated: $12 million •Note that this estimate excludes some spending categories for those living in the area and excludes spending outside of Vail itself. This number represents guest spending generated by the event, in the Town of Vail. 88% 11% 1% 87% Promoter (% 9-10)Passive (% 7-8)Detractor (% 0-6)NPS Likelihood of Recommending Bravo! Vail NPS (Net Promoter Score) 7 Attendee Response: How likely is it that you would recommend this event to a friend or colleague? 89% 75% 87% Home owner In-state visitor Out-of-state visitor NPS by Visitor Type Event Strengths & Weaknesses 8 •How did the event exceed expectations? •As a focus of the Festival, Bravo! Vail annually seeks new corporate partnerships and in 2017, exceeded its corporate budget by nearly 13%, bringing in new partnerships with Arietta Wine and The Lion. •Increased media exposure including hosting Geoffrey John Davies from the Violin Channel (a leading classical music news source, named one of the top 30 Influencers in classical music by Musical America) at the Festival for one week in early July. Davies captured photos, interviews, and Violin Channel 20 Questions videos to push out on website and social media. Davies also shared Bravo! produced videos. •Bravo’s flagship venture for the 30th season was the creation of the New Works Project, with a mission to nurture the creation of new music by today’s most innovative composers. For the 2017 season, Bravo! commissioned five world premieres. This project garnered national media attention and exposure. •Of 20 orchestral concerts, six were sold out and another four reached 90% or more of capacity. •What are areas for event improvement? •Increase media exposure and international awareness through our PR consultant •Larger corporate sponsorship opportunities •Diversify audiences through programming and marketing initiatives •How did this year’s event compare to last year? •Expanded programming including the launch of the new works project, featuring the world premiere of 5 works commissioned by Bravo! Vail •Record number of string quartets and numerous artist debuts Vail Brand Compatibility The Premier International Mountain Resort Community 9 •Bravo! Vail is an experience like no other. Bravo! Vail is the only Festival in North America to host four of the world’s greatest orchestras: Academy of St Martin in the Fields, Dallas Symphony Orchestra, The Philadelphia Orchestra, and New York Philharmonic. The Festival is also dedicated to providing unparalleled guest service and an extraordinary experience. •International Recognition. Bravo! Vail hosts internationally renowned soloists and chamber musicians from around the world, as well as London’s Academy of St Martin in the Fields. The Festival continues to gain national and international media recognition. •Bravo! Vail is a cultural leader. Bravo! Vail enriches the cultural life of Vail through artistic programming of the highest standard and community events. •Bravo! Vail fosters economic growth and summer tourism. Bravo! Vail contributes to the economic growth of Vail by increasing the town’s prominence as a summer destination, bringing a healthy mix of visitors to the Town. These visitors bring revenue to the Town in the form of shopping, dining, lodging, and recreation. Community Contribution 10 •In 2017, Bravo! Vail celebrated its 30th Season. The foundation of the Festival is the orchestral series, in which 22 concerts are presented at the Gerald R. Ford Amphitheater, in the heart of the Town of Vail. In addition, the Festival presents seven chamber concerts at Vail’s Donovan Pavilion. •Bravo! Vail is one of the nation’s most respected classical music festivals and was hailed as one of the Top 10 Classical Music Festivals in 2017 by the New York Times and featured in Ski Magazine as a pick for best mountain summer festivals. National media attention such as this enhances the overall reputation of the community as a world-class destination. Bravo! Vail is accessible to the entire community through affordably priced lawn tickets, free education programs, and free community concerts. •The free concerts held at the Vail Interfaith Chapel (every Tuesday and Thursday in July) continue to grow in popularity and attendance, with a total attendance of over 1,700 and an average of over 210 attendees per concert. •More than 20 free events occurred within the Town during the 2017 season. •Bravo! Vail maintains a presence in the community year-round through its After-School Piano Program, which includes classes at Red Sandstone Elementary. In addition, the Festival presented a performance of Leave it to Ludwig at Red Sandstone in April. •Bravo! Vail has long-standing partnerships with countless local businesses including Vail Resorts, hotels, restaurants, and retailers. •More than 50 local residents (primary and second home owners) serve on the Board of Trustees and Advisory Council as ambassadors within the community and around the country. Topline Marketing Efforts 11 •INCREASED NATIONAL MEDIA •Made an initial investment in a national PR agency in 2017 •The New York Times –Summer Festivals guide (only 10 festivals); SKI Magazine –Top mountain music festivals in the US (only classical festival listed); Classical Candor –ran season story; WWFM Cadenza –interviewed Anne-Marie McDermott –aired; BBC Music Magazine –Musical Destinations feature; New Music Box –news item about New Works Project; Keyboard –piano fellows feature to be published; Sequenza 21 –article on Julia Adolphe’s commission •CONTENT MARKETING •Videography Project: Third season of “filmmakers-in-residence" initiative, aimed at capturing and sharing the Bravo! Vail experience to increase engagement and raise our profile. Results to date: •Viewers spent 592 hours watching our videos on YouTube and over 1,034 hours on Facebook •The 2017 videos have been viewed over 66,000 times •These videos live on, far beyond the season, as views and engagement continue to grow during the off - season –view videos here •Photography Project:New this year, Bravo! hosted a photographer-in-residence to capture the story of the Festival in a more comprehensive way. •Social Media: •25% growth in Facebook followers and 50% increase in Instagram followers in the past year •Snapchat Geofilters –high penetration in millennial audiences •WEBSITE REDESIGN •As a result of the website redesign, the overall ecommerce conversion rate is up 10% over last year (and over 40% on mobile –meaning our audiences are better able to purchase on mobile devices, one of the goals of the redesign); and cart abandonment rate went down 57%. Potential for Growth & Sponsorships/Media Exposure 12 •How do you see the event evolving next year? •As our event continues to grow in attendance and awareness, Bravo! seeks new corporate sponsors and media partners. Bravo! continues to seek sponsorships that align with our mission and expanding customer demographic. •What sponsors do you plan to target next year? •Bravo! Vail continues to look at developing new partnerships with local, Front Range, and county-side businesses, as well as renew previous sponsorships (including Alpine Bank, LIV Sotheby’s International Realty, Vail Resorts, and more). The Festival is also in the process of presenting sponsorship proposals to major national financial institutions, as well as instituting a new local sponsorship program. •How will you leverage media exposure and extend the marketing reach next year? •After seeing successful media exposure with an initial small investment in a national PR agency in 2017, Bravo! Vail plans to triple the investment for 2018. Sustainability Efforts 13 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •Bravo! Vail ensures it recycles appropriately at all of its hosted events; provides electronic distribution of brochures, program books, event invitations, and other communications; and uses reusable and recycled materials. •In 2017, the Festival partnered with Christy Sports to use six bikes throughout the Season. These bikes were used by staff, our videography team, and interns to get to the amphitheater, deliver materials around town, and more. •What waste reduction methods were used during your event/program? •Staff, donors, and guests have been provided Bravo! Vail branded water bottles to reduce the use of plastic water bottles. Attendees are also encouraged to bring their own bottle and fill it at the Amphitheater. •Program book copies left behind at concerts are gathered, saved, and redistributed at future performances. •Bravo! Vail is upcycling its 30th Season banners to created tote bags to be distributed to staff, donors, and guests. •How could you improve on sustainability efforts for next year’s event? •Bravo! Vail is working towards its Actively Green certification which will help guide the Festival’s sustainability efforts in 2018 and beyond. Event Budget 14 Item $ Total Event Budget:$7,156,152 CSE Funds:$258,661 Cash Sponsorship (not CSE):$4,340,728 In-kind Sponsorship:$1,900,000 Marketing Budget:$842,837 Profit & Loss:Bravo! Vail’s FY2017 ended Sept. 30. A full audit will be available in late December. Bravo! Vail projects a surplus for FY2017. How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Support residencies of Academy of St Martin in the Fields ($78,275), The Philadelphia Orchestra ($90,193), and the New York Philharmonic ($90,193). Additional Information/Appendix 15 •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 –links to brochures, program book, and videos 2017 Bravo! Vail Music Festival Season Marketing Plan Background Bravo! Vail is the only festival in North America to host four of the world’s finest orchestras in a single season. The 2017 season features residencies by the Dallas Symphony Orchestra, The Philadelphia Orchestra, and the New York Philharmonic, plus London's Academy of St Martin in the Fields led by Joshua Bell, featured in programs of the great classics, plus jazz and pops. In addition, world-renowned chamber music artists perform a diverse and eclectic chamber music series. 2017 also marks the launch of the New Works Project, a commissioning program that will include five new pieces of music in 2017. Brand Tenets 1. World-Class music 2. Spectacular setting 3. Highly social, friendly and welcoming atmosphere Goals & Objectives 1. Maximize attendance and revenue. Achieve ticket sales goal. 2. Support fundraising and education / community goals; think holistically about organizational goals in marketing efforts. 3. Raise profile of Bravo! Vail among key groups (ie: tourists, drive market, orchestra home towns). 4. Build attendance with current audiences and build new audiences for festival. KPIs outline specific, detailed performance measurements Target Audiences - - Strategies 1. Develop marketing plans along two dimensions: audience and program a. Increase ticket sales and engagement with current audience with a thoughtful, engaging direct-response campaign, personalizing messages and offers by segment b. Develop program-specific marketing plans for events with special audience targets, unique value propositions, special concerns: i. ET ii. Cotton Club iii. Music Director final concert (Jaap Van Zweden) iv. Classically Uncorked v. Free Family vi. Bravo! Vail After Dark vii. July 23 – Trifonov replacement (late addition) 2. Work with fundraising team to continue to build and implement on a cohesive, coordinated, segmented communications strategy. Consider data append. 3. Identify and invest in first-time buyers. 4. Aggressively capture and market to leads at every opportunity. 5. Engage current and prospective audiences through compelling story-telling using video, blog posts, and other tactics. 6. Focus on in-market tourists with concierge incentive program, high-profile presence and awareness-building activities in the Valley. 7. Continue national and international awareness-building tactics, focusing especially on press and content marketing tactics. 8. Continue targeted acquisition tactics, focusing on: a. Geography -- Locals, select drive markets (Denver, Colorado Springs, Boulder, Glenwood Springs, Grand Junction), NY metro, Dallas metro b. Affinity -- Arts & culture interest/participation; particularly classical music Campaigns 1. Donor Ticket Sales (begins Dec 12, 2016) 2. Season Launch & Fixed Subscriptions (begins Feb 21, 2017) 3. Flex Subscriptions (begins Mar 20, 2017) 4. Single Tickets (begins April 18, 2017) 5. Promotions / Event-Specific Marketing (begins beginning of June, 2017) Tactics 1. Direct Response a. Direct Mail (brochures and postcards for each campaign; during season) b. Email (Bravo Beat newsletter plus promotional emails) 2. Advertising a. Digital Advertising i. Banner Advertising 1. Behavioral Retargeting 2. Targeted Acquisition ii. Pre-roll video - Youtube iii. Google Ad Words iv. Facebook Promotions b. Print Advertising i. Local Magazines 1. Vail Lifestyle: Summer & Winter 2. Vail Valley Magazine: Summer ii. Local Newspapers 1. Vail Daily, Summit Daily, Glenwood Post, Aspen Times iii. Colorado Magazines / Newspapers 1. 5280: June/July 2. Colorado Expressions: June/July 3. Denver Post: June & July iv. National Magazines 1. League of American Orchestras: listing 2. Chamber Music America: listing c. TV & Radio Advertising i. Targeted Comcast cable buy in select micro-markets ii. Colorado Public Radio underwriting in local and key drive markets 3. Content Marketing a. Video – Filmmakers in Residence b. Colorado Public Radio Broadcasts c. Social: Facebook & Facebook Live, Twitter, Youtube, Instagram, Snapchat d. Blog 4. Press a. Pitch composers to talk about their new works to new music media. b. Talk with Music Critics Association about having their institute during the festival. c. Set up small roundtable or one-on-one lunches with Anne-Marie McDermott and NY- based media. d. Work to secure media junkets. e. Pursue festival round-ups. f. Seek out national listings with outlets like The New York Times, Wall St Journal, BBC Music, and more. 5. OOH & Hospitality Marketing a. Banners – Vail roundabouts, covered bridge b. Bus ads – exterior (Eagle County) and interior (Vail) c. Poster & Postcard distribution – season & program-specific d. Hotel & Tourist Info Center distribution – season brochures, postcards, digital frames and weekly concierge flyers (hotels only) e. Program Book distribution – doctors offices, etc Bravo! Vail Music Festival 2017 Income Statement & Budget - August 2017 8/31/2017 2017 Budget 2017 Projtns 2016 PYTD 2016 Actuals Over/Under 17 Proj 16 Act Fiscal Year 2017 Fiscal Year 2016 Revenue 01-40301 Ticket Sales $1,924,818 $1,978,000 $1,976,000 $1,887,383 $1,945,729 $30,271 01-40302 Soiree Ticket Sales $60,800 $50,000 $60,800 $46,575 $48,375 $12,425 01-40303 Gala Auction & Ticket Sales $302,060 $275,000 $302,060 $315,200 $326,805 ($24,745) 01-40304 Education Income $150,091 $231,500 $103,341 $226,695 $197,546 ($94,205) 01-40305 Festival Contributions/Gifts $3,455,651 $4,063,730 $3,480,498 $3,671,088 $3,304,672 $175,826 01-40306 Special Project Income $145,200 $266,250 $145,200 $318,500 $200,000 ($54,800) 01-40309 Program Advertising $149,802 $175,500 $150,000 $165,037 $172,091 ($22,091) 01-40311 Interest Income/Stock gains $2,331 $6,500 $2,500 $2,028 $7,760 ($5,260) 01-40315 Endowment Contribution $0 $150,000 $150,000 $0 $0 $150,000 01-40331 Released from Restriction $898,250 $0 $898,250 $0 $1,326,702 ($428,452) 01-80355 Investment Gains $1,086 $0 $0 $0 $0 $0 $7,090,089 $7,196,480 $7,268,649 $6,632,505 $7,529,679 ($261,030)TOTAL REVENUE Expenses $3,672,373 $3,866,729 $3,850,227 $3,294,863 $3,546,604 $303,623 Artist Fees/Travel $482,464 $491,943 $513,419 $255,360 $363,164 $150,255 Special Artistic $799,668 $838,432 $842,837 $734,068 $791,999 $50,838 Marketing $511,903 $591,467 $555,888 $598,477 $703,032 ($147,144)Fundraising $393,624 $410,094 $408,148 $386,469 $435,498 ($27,350)Administration $882,618 $997,815 $985,633 $850,985 $1,127,079 ($141,446)Salaries/Taxes $6,742,651 $7,196,480 $7,156,152 $6,120,221 $6,967,375 $188,777 TOTAL EXPENSES Extraordinary Expenses 01-40313 Less: Prior Year Operating Res $0 ($87,000)($87,000)($168,763)$0 ($87,000) 01-50822 Website Redesign $77,145 $87,000 $87,000 $148,939 $150,676 ($63,676) 01-50823 Vail Valley Foundation Donati $0 $0 $0 $100,000 $100,000 ($100,000) $77,145 $0 $0 $80,176 $250,676 ($250,676)Total Extraordinary Expenses 01-70001 Transfer account $0 $0 $0 $258,638 $0 $0 In Kind 01-40332 In Kind contributions $593,078 $1,900,000 $1,900,000 $962,234 $1,591,221 $308,779 Page 1CONFIDENTIAL Bravo! Vail Music Festival 2017 Income Statement & Budget - August 2017 8/31/2017 2017 Budget 2017 Projtns 2016 PYTD 2016 Actuals Over/Under 17 Proj 16 Act Fiscal Year 2017 Fiscal Year 2016 01-50460 In Kind Expense $593,078 $1,900,000 $1,900,000 $962,234 $1,591,221 $308,779 $0 $0 $0 $0 $0 $0 Total In Kind $270,293 $0 $112,497 $173,470 $311,628 ($199,131)NET SURPLUS/(DEFICIT) Page 2 CONFIDENTIAL