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
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Overall Event Highlights & Successes
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•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
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•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
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•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
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•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)
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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
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•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
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•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
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•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
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•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
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•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
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•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
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* 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
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Public Relations:
Press Release distribution via PR Newswire & Journalist Service in Denver
Market.