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HomeMy WebLinkAbout2.a. 2018 Event Recap Vail Arts FestivalEvent Recap: Vail Arts Festival Cultural, Recreational & Community Category August 8, 2018 Vail Arts Festival: June 22 – 24, 2018 Laurie Asmussen Phone: 970.376.3756 laurie@vailartsfestival.com 2 Overall Event Highlights & Successes 3 •Changed application and jury process to improve quality of show •Reduced number of artists and improved site plan to allow smoother spectator access through show = 62 artists vs. 75 in 2017 •Formed partnership with Alpine Arts to create adult interactive activities throughout weekend •Improved presence on FaceBook and Instagram through posts tied with participating artists Estimated Attendance Results 4 •Estimated attendance: 18,418 •If non-ticketed event, what method did you use to estimate attendees: Using total transactions within the Lionshead parking structure over the course of the event, and data from specific survey questions. •Number/percentage of people who came specifically for event: 34% •Number/percentage of people who attended the event last year: 22% Estimated Attendee Profile Results 5 •Attendees came from (local, regional, out of state, international): Local 58% In-State Day 8% In-State Overnight 20% Out-of-State 14% Estimated Spending Results 6 •Estimated average spending per person: •Dining: $65.71 •Shopping: $33.07 •Lodging: $286/night •Other Activities: $32.94 •Total average spending per person: $417.72 •Town of Vail spending the event/program generated: Formula: # of attendees x total average spending = $1.3 M NPS (Net Promoter Score) 7 Attendee Response: How likely is it that you would recommend this event to a friend or colleague? NPS 58 (63% of attendees were Promoters) Event Strengths & Weaknesses 8 •How did the event exceed expectations? New jury process improved booth assignments and overall event layout •What are areas for event improvement? Work with TOV and improve layout/access through site; Continue to refine event jury process working toward long-term goals; Music within site and Expand adult interactive activities •How did this year’s event compare to last year? Increased attendance; Less artists (62 total); Improved layout; Rain on Saturday; Improved mix of artists based on survey data Vail Brand Compatibility The Premier International Mountain Resort Community 9 •How did the event /program support the Vail Brand? Independently produced Arts Festival promoting art appreciation in our local community. Incorporation of participatory activities that appeal to our visitor demographics. Continue to raise the bar in terms of quality of offering and a professionally managed event. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 10 •How did the event impact Vail’s sense of community? The Vail Arts Festival supports independent artists who make Vail a destination offering residents and visitors alike an opportunity to view and purchase unique works of visual art in a Festival setting. It is our goal to create vibrancy in our community through visual art education and participation while supporting local businesses. Topline Marketing Efforts 11 •What are the top 3 successful marketing tactics, executions or results from your event/program? •Social media posts •Vail Daily site map pullout section •Digital marketing promoting the Festival •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 12 •How do you see the event evolving next year? Recruit artists in the categories of painting, sculpture and photography, according to event research. Our attendees would like more walk-around food and expanded children’s and adult participatory activities. •What sponsors do you plan to target next year? Sponsors who would support participatory activities with our guests; Lionshead businesses to offer musical offerings for our guests •How will you leverage media exposure and extend the marketing reach next year? Create partnerships with sponsors that align with Vail initiatives to help drive additional guests Sustainability Efforts 13 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? Gave out reusable shopping bags and used all recyclable products at merchandise booth •What waste reduction methods were used during your event/program? Placed recycling containers throughout Festival site and assisted TOV with removing at Festival end •How could you improve on sustainability efforts for next year’s event? Work to improve all uses and follow TOV lead in efforts 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 14 * Event producer to attach detailed budget for recap Item $ Total Event Budget: 36,470 CSE Funds: 8,000 Cash Sponsorship (not CSE): 2,000 In-kind Sponsorship: - 0 - Marketing Budget: 9,600 Profit & Loss: 3,800 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Advertising; interactive programming, wayfinding signage 2018 Vail Arts Festival Event Budget Revenues: CSE Contribution $ 8,000 Artist vendor fees 26,100 Sponsorship (cash) 2,000 Merchandise Sales 369 Total Revenues: $ 36,469 Expenses: Advertising/Promotions $ 9,642 Ad Design/Vail branding Printing/posters/brochures Local Newspaper print ads Digital advertising Event supplies 3,765 Event Signage Street banners/additional Children’s activities/entertainment Operating Expenses Website development/updates 1,887 Artist site expenses Alpine Arts staffing/supplies Town of Vail business license fees 385 Security 2,385 Administrative Expenses 14,565 Staffing Permits Insurance Total Expenses: $ 32,629 2018 Vail Arts Festival Marketing Plan Collateral: • Commemorative Festival Poster • Promotional Poster • Event postcards • West Vail Roundabout banners • Lionshead Street banner • Site promotional banners • Way finding signage Newspaper advertising: Vail Daily print ads: 1/3 page, 1/2 page and Full Page Frequency: 3-4 days per week/3 weeks prior to event Festival double-truck map and artist promotion Pullout section Digital/Social Media Advertising: • Vail Daily Digital Ads, Search Retargeting & Site Retargeting ads focused on Denver/Front Range and Boulder areas • Web skins • Facebook and Instagram advertising • Online calendar listings (both local and Denver) • Facebook posts during event featuring artists and imagery • Public Relations: Press Release distribution via PR Newswire & Journalist Service in Denver Market.