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Home My WebLink About3.a. 2017 VAIL SNOW DAYS_FINAL RecapEvent Recap Presentation: January 10, 2018 Vail Snow Days: December 8 – 10, 2017 James Deighan Phone: 970.476.6797 james@gohighline.com 2 2 • List the top 4-6 successes you want to share with the CSE • New Vail Strategic Partner GMC and new event partner Highland Park Whisky were excellent additions in 2017. Each partner presented new and different engagements for Vail guests throughout the weekend, offering both skiers and people in town an additional way to connect with Vail. • The Expo Village in Lionshead Plaza exceeded expectations. Though a last minute change, this location provided guests and brands with a great setting to engage with one another en-route to and from the slopes! • Vail Snow Days once again secured great, family-friendly talent for the free concert and provided a safe environment for guests of all ages to enjoy the music in town! • Event production was extremely professional and efﬁcient, pleasing Town of Vail residents, event attendees and Vail business owners. Overall Event Highlights & Successes 3 Estimated Attendance Results • Estimated attendance: 2,500 (Saturday, Concert Only) 4 Event Strengths & Weaknesses • How did the event exceed expectations? • The incorporation of new, national brands enhanced the look and feel of the venue as well as the guest engagement opportunities throughout the weekend. • Using Lionshead as the primary location for the Expo Village and Ski Yard Expo was a great ﬁt for the event. • What are areas for event improvement? • Vail Snow Days continues to have the opportunity to bring in additional event partners and activations to enhance the experience. • Incorporating more brands into the Ski Yard Expo may have created a more engaging atmosphere for the on-snow experience • How did this year’s event compare to last year? • The lack of snow on the mountain caused attendance numbers to be lower than in 2016. However, great talent and plenty of activations kept guests occupied and excited about the event. 5 Vail Brand Compatibility The Premier International Mountain Resort Community • How did the event /program support the Vail Brand? • Vail Snow Days, a Vail Mountain event, represents everything that Vail has to offer during the winter season and accurately reﬂects the Vail’s community engagement opportunities for all ages. • Free concerts are a staple in Vail’s entertainment programming year-round. The Vail Snow Days concert allows guests to celebrate winter with family and friends in a casual, comfortable atmosphere. • The incorporation of family-focused events, such as skating and s’mores brings Vail Snow Days to the forefront of visitors early-winter plans to be in the mountains. • Vail Snow Days continues to use digital and social media as well as traditional advertising platforms to promote both the event and Vail as a top destination for early- season winter activities. 6 Community Contribution • How did the event impact Vail’s sense of community? • Vail Snow Days brings guests from near and far to the Town of Vail and Vail Mountain prior to the busy holiday season. The event pre-empts the heightened spirits and excitement surrounding Vail in late December, by giving locals and visitors alike something to look forward to earlier in the month. Vail Snow Days partners with local and national brands. Through on- snow activations, pop-up activities in town and free live music, Vail Snow Days draws these people together to participate in a piece of Vail tradition. 7 Topline Marketing Efforts • What are the top 3 successful marketing tactics, executions or results from your event/program? • Pre Roll Video provided the greatest number of leads, generating over 2,221 clicks to the site, with an average video completion rate of 63%. CTR: 1.114% (far exceeding benchmark of 0.52%) • Connected TV provided the highest video completion rate of 95% • Young and Independent target exhibited a greater interest with a CTR of 0.90 (average of all mediums), versus 0.56 against Mature Adults • Please see attached complete marketing plan at end of presentation. 8 Topline Marketing Efforts • A full advertising, marketing and public relations campaign was executed surrounding Vail Snow Days in the local, regional and national media. Placements were made with print, broadcast and digital outlets. • Total Media Impressions: 4,865,005+ • Total Social Impressions: 1,302,364 (includes 366,178 in paid social) • Editorial: 2,430,000 9 Potential for Growth & Sponsorships/Media Exposure • How do you see the event evolving next year? • With successful integrations of new partners in 2017, Vail Snow Days sees opportunity to enhance the event even further by bringing in more partner and developing their brand involvement further. • The Saturday night concert may be held in Ford Park in 2018 to accommodate larger audiences, additional vendors and pop-up brand activations. • What sponsors do you plan to target next year? • All existing sponsors, as well as new regional and national brands in the available categories 10 Potential for Growth & Sponsorships/Media Exposure • How will you leverage media exposure and extend the marketing reach next year? • Shift 40% of prospecting dollars to Connected TV - this target group needs greater event awareness and that can be provided by high completion video rates. Add Voice over to spot geared toward event awareness and interest • Continue to access Vail Resorts database and increase spend if scale provides: • Digital video and display. This group likely has a high level of awareness and needs more event and date reminders. • Digital Video add voice over that emphasizes dates and event line-up 11 Sustainability Efforts • What measures were taken at your event/program to support the environmentally- friendly goals of the Town of Vail? • Vail Snow Days staff dedicated to collecting and sorting waste • Beverages were served in recyclable cups or recyclable packaging • Use of pre-existing power at all venues to avoid use of gas powered generators • Vehicles were not left idling when used for event load-in and load-out • What waste reduction methods were used during your event/program? • Vail Snow Days uses linens in place of disposable table cloths • How could you improve on sustainability efforts for next year’s event? • Continue sustainability efforts currents in place including consumer awareness/ education 12 Event Budget * Event producer to attach detailed budget for recap Item $ Total Event Budget: $203,009.91 CSE Funds: $40,000 Cash Sponsorship (not CSE): $175,500 In-kind Sponsorship: N/A Marketing Budget: $2,842.48 Proﬁt & Loss: $ (19,734.09) How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Operations, Logistics, Marketing 13 2017 VAIL SNOW DAYS FINAL BUDGET Town of Vail CSE FINAL Vail Snow Days December 8-10, 2017 REVENUES: Vail Mtn/Strategic Alliance Funding 167,000 Sponsorships (Other)8,500 CSE Event Funding 40,000 F&B Sales 7,244 TOTAL REVENUES 222,744.00$ EXPENSES: Charitable Donation 750.00 Contract Labor 2,167.88 Equipment Rental 21,801.51 Event Advertising/Marketing/Postering 2,842.48 Event Insurance 5,210.00 Event Lodging 2,677.20 Event Management (AD/EP/AP/ACCT)30,416.90 Event Payroll Expenses 9,544.19 Event Supplies 2,043.66 F&B Expenses 6,905.37 Licenses and Permits 2,000.00 Meals/Entertainment 95.83 Office/Computer Supplies 325.00 Postage/Shipping 53.08 Printing/Reproduction - Production 19,112.59 Project Fee 29,422.11 Security/Medical 8,202.00 Signage 3,402.97 Sponsor Implementation/Fulfillment 6,248.41 Talent/Bands 45,832.00 Vehicle Expenses 2,156.73 Venue Rental/Site Fees 1,800.00 TOTAL EXPENSES 203,009.91$ NET PROFIT/LOSS [will be applied to Spring Back to Vail 2018](19,734.09) Vail Snow Days Marketing Plan Geo Audience Vail Snow Days Paid Media Campaign Preroll Video/Connected TV (Denver DMA - In Resort included)Young and Independent (known & propsecting) Preroll Video/Connected TV (Denver DMA - In Resort included)MANN (known & propsecting) Digital Display (Denver DMA - In Resort included)Young and Independent (known & propsecting) Digital Display (Denver DMA - In Resort included)MANN (known & propsecting) Facebook/Instagram (Denver DMA - In Resort included)A25-49, HHI $50k+, Ski & Ride TV8 In-Resort In-Resort Vail Daily In-Resort In-Resort Vail Daily In-Resort In-Resort Ad Serving Fees n/a n/a Vail Snow Days In-Resort On-Mountain Screens - :30 Video In-Resort In-Resort Poster and rack card distribution (Denver DMA - In Resort included) TV8 Interview 11/22 In-Resort In-Resort Vail Mountain Online Outreach 11/22 CDM - Vail Resorts Database Email Send Local and Destination Vail Resorts Passholders/Non-passholders and Prospecting in Database 11/6 CRM - Vail Resorts Database Email Send Local and Destination Vail Resorts Passholders/Non-passholders and Prospecting in Database Vail Mountain Local Media Campaign Local (Colorado)Young and Independent (known & propsecting) Vail Mountain Local Media Social Campaign Local (Colorado)Young and Independent (known & propsecting) Vail Facebook, Instagram and Twitter posts Local, Destination and International Vail Social Followers Public Relations 10/23 Yahoo!Local (Colorado)Publication readership 11/3 Westword Local (Colorado)Publication readership 11/13 Vail Daily In-Resort Publication readership 12/6 Colorado Springs Gazette Local (Colorado)Publication readership Publication readership