The URL can be used to link to this page

Home My WebLink About2.d. 2018 Event Recap Vail America DaysEvent Recap: Vail America Days™ Cultural, Recreational & Community Category August 8, 2018 Vail America Days™: July 4, 2018 James Deighan Phone: 970.476.6797, 702 Email: jdeighan@gohighline.com 2 Overall Event Highlights & Successes 3 • List the top 4-6 successes you want to share with the CSE. • New sustainability practices were a main focus for the 2018 Vail America Days™ parade. With clearer guidelines and a more direct messaging campaign, this year’s parade aligned more closely with the Town of Vail’s initiatives. • New Water Refill Stations were well received/utilized with three placements throughout Vail Village and Lionshead. • Increased partnerships to this year’s event, allowed additional elements to the parade including a third announcing platform at Bridge Street/Gore Creek Drive. • A more thorough vetting process for parade entries resulted in closer representation to this year’s theme, America’s Great Outdoors, and sustainability messages. • There were new improvements and continued efforts to provide a safe parade environment for both spectators and parade participants. Estimated Attendance Results 4 • Estimated attendance: 30,000+ • If non-ticketed, method you used to estimate attendees: This number was provided by the Town of Vail and based on crowds, parking numbers from both the structures, Frontage Roads, busses and more. Event Strengths & Weaknesses 5 • How did the event exceed expectations? • This year’s approach focused more on sustainability and clearly defined guidelines marked a shift in the event that proved to be successful and impactful. • What are areas for event improvement? • Highline continues to try and find ways to improve the parade flow and experience for guests especially on the west end of the parade route. This year, new practices were tested as the goal remains to keep the pace of the parade smooth and limit the amount of gaps. • How did this year’s event compare to last year? • Improvements to the 2018 parade and to the overall guest experience included access to complimentary water, additional areas to view/hear the parade, and increased safety measures. • Parade participants were guided and encouraged to embrace the theme and green initiatives more specifically which resulted in more “on-brand’ entries in the parade. Vail Brand Compatibility The Premier International Mountain Resort Community 6 • How did the event /program support the Vail Brand? • This year’s theme for the Vail America Days parade, America’s Great Outdoors, aligned strongly with Vail’s brand by showcasing one of its greatest assets available to guests and locals coming to Vail. • The depth of programming and inclusion of events and activities within the Valley during the period of Vail America Days allowed all of the targeted audiences [young families, active professionals and super boomers] the opportunity to enjoy the holiday weekend. Consolidating the schedule and offerings into a cohesive list helped guests and locals alike. Brand Positioning: • Town of Vail: The Premier International Mountain Resort Community • Vail Mountain: Like nothing on earth Community Contribution 7 • How did the event impact Vail’s sense of community? • In addition to a comprehensive and inclusive schedule of activities that fell under Vail America Days, the parade participation reflected and showcased local businesses, programs, and groups that are a part of Vail and the Vail Valley. • Vail America Days supported/promoted other local/ cultural events specifically during the parade including: • Bravo! Vail provided pre-parade entertainment at the Solaris and Lionshead announcing platforms featuring Asphalt Orchestra. • Vail Summer Bluegrass artists performed live on a float during the parade ahead of their July 4 concert in Arrabelle. • High Five Media participated for the second year and broadcasted the parade live on TV Channel 5. Topline Marketing Efforts 8 • What are the top 3 successful marketing tactics, executions or results from your event/program? • The 2018 Vail America Days marketing efforts resulted in 1,167,781+ impressions which represents a 50% increase from 2017. • A more robust social media campaign created for new event partners provided a further reach of 30,000+ people. • Local media outreach through email blasts and press releases lead to 18 editorial stories including Vail America Days mentions and 82,000+ impressions. • Vail America Days advertising in Vail Lifestyle Magazine [Summer Edition] offered an alternative channel for promoting the event. Potential for Growth & Sponsorships/Media Exposure 9 • How do you see the event evolving next year? • The Vail America Days fireworks display was canceled due to Fire Restrictions in the County so for future events, the plan is to explore and consider alternative programming to potentially replace fireworks which might include laser/light shows or drone shows. • Continuing the efforts started in 2018 to refine and embrace the sustainability messaging and positioning within the Vail America Days parade. • What sponsors do you plan to target next year? • Highline will continue to target sponsors that remain on brand with the Town of Vail and Vail America Days to allow further programming and improvements to the parade experience. Categories for focus may include: auto, wellness, lifestyle and sustainability. • How will you leverage media exposure and extend the marketing reach next year? • Highline plans to continue to retarget marketing efforts and increase the social media presence by creating a more in depth social campaign for 2019. Sustainability Efforts 10 • What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail and what waste reduction methods were used during your event? • Eliminated single use plastic water bottles and balloons as a giveaway items from parade sponsors and participants. • Reduced single use plastic water bottles from parade spectators/guests by providing Water Refill Stations and through strong messaging reminding attendees to bring reusable bottles prior to July 4. • No idling rule enforced for any vehicle participating in the parade. • Encouraged human powered entries in the parade [promoted walkers, bike riding, etc.] • Recommended use of alternative fuel vehicles in the parade [Electric, Hybrid, Biofuel cars and trucks.] • Reduced overall vehicles in the parade by 5% from 2017 • Eliminated gas powered generators by accessing pre-existing power sources and/or utilized the Town of Vail Solar trailer [Volkswagen] generator for parade needs. 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. Sustainability Efforts continued 11 • How could you improve on sustainability efforts for next year’s event? • Highline and Vail America Days will continue strong messaging and to provide other solutions on alternative/greener options for parade participants. • Set attainable goals for 2019 which may include: • Create a sustainability award/category to further encourage human powered/alternative fuel vehicles as an option for participants. • Utilize the Water Refill Stations again to further reduce the use of single use plastic water bottles. • Reduce the number of vehicles by 5%. • Encourage parade participants to consider their giveaways and avoid non recyclable or non-re-usable items. • Create a balance with green initiatives to align with the Town of Vail’s goals and keep with the tradition and spirit of the parade. 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 12 • Event producer to attach detailed budget for recap. **NOTE: FIREWORKS FUNDING = $33,810 in 2018 Item $ Total Event Budget: $135,160.00 CSE Funds: $103,810.00** Cash Sponsorship (net): $24,500.00 In-kind Sponsorship: Marketing Budget: $9,809.95 Profit & Loss: $0 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Overall Event Production and Marketing Additional Information/Appendix 13 • Please see detailed budget in the Appendix • Please see marketing plan in the Appendix • Please see partner recap and marketing examples in the attached PDF VAIL AMERICA DAYS 2018: MARKETING-MEDIA PLAN TRADITIONAL MEDIA TYPE Vail Daily Print Advertising Multiple ads: Full page, half page and schedule ads in Vail Daily and Vail Daily Weekly Local Radio or OTHER Up to 100 :30 Ad spots, On-air promos/giveaways promoting the weekend of events, start date, 2- www.VailAmericaDays.com Fully integrated, detailed schedule (Live with parade application -4/1) Detailed schedule to be received from TOV and uploaded day of 5/12 or sooner) LOCAL GRASSROOTS Concierge outreach 2,000 Rack Cards - bi-fold or tri-fold piece dependant upon schedule; weekend schedule included with direct to website for events happening prior 185 11"x17" Posters Outreach to Vail concierges through eblast (week of 6/1) and direct visits to hotels (week of 6/15) 100 contacts Vail Valley wide Merchant outreach 200+ (week of 6/15 and into the next week) postering and rack card distribution Continued outreach To local info centers, local media, key lodging partners and hotel properties including rack card SOCIAL/DIGITAL Email blast as noted below. 1-2 posts about event/this is not the key driver with HL being an industry aimed Facebook page Info/posts will be provided for event sponsors for their use/calendar inclusions- Not VAD More info coming soon regarding weekend/post-event social/digital messaging PUBLIC RELATIONS Press Release - Local outreach with parade application information week of (4/6) Press Release - Leading into the event, including full schedule (week of 6/29) *no outsourcing Press Release - Local Media-Community Outlets (during the event) Directly working with publications to arrange interviews, reach out to key float participants and locals in celebration of Fourth of July, provide highlight images and more Local lists eblasts/invites out to key entities and HL list - focus on parade float application (Month Eblast 1 - Registration Open (4/8) Eblast 2 - Filling up (week of ) Eblast 3- Parade Marshals Eblast 4 - Water Station (7/2) Town Talks submitted to Vail Daily periodically throughout the end of June/Early July DESIGN/LAYOUT Using design and logo from previous year with updated logo train TOTAL SPEND:$8,000 Estimated Actual Total income $125,310.00 $135,160.00 Total expenses $125,910.00 $135,160.00 Total profit (or loss)-$600.00 $0.00 Program Budget for Vail America Days™ 2018 > Profit - Loss Summary $120,000.00 $122,000.00 $124,000.00 $126,000.00 $128,000.00 $130,000.00 $132,000.00 $134,000.00 $136,000.00 Es.mated Actual Total income Total expenses Estimated Actual Total Expenses $125,910.00 $135,160.00 Site/Location/Operations Estimated Actual License/Permit/Venue Fees $100.00 $100.00 Labor $27,000.00 $31,152.46 Security/Medical $4,500.00 $2,274.13 Event Supplies $500.00 $4,497.25 Equipment Rentals $7,000.00 $8,739.16 Fireworks $33,810.00 $33,810.00 Talent/Entertainment/Production $6,500.00 $6,790.00 Project Fee $22,000.00 $23,860.22 Insurance $10,000.00 $8,360.00 Administrative $600.00 $734.87 Total $112,010.00 $120,318.09 Food & Beverage Estimated Actual Meals/Entertainment $600.00 $485.29 Total $600.00 $485.29 Travel/Lodging Estimated Actual Lodging $300.00 $0.00 Total $300.00 $0.00 Branding Estimated Actual Design $750.00 $250.00 Printing/Reproduction $750.00 $657.96 Signage $1,000.00 $1,703.08 Total $2,500.00 $2,611.04 Marketing Estimated Actual Advertising/Marketing/Promos $5,750.00 $6,317.48 Photo/Video $1,500.00 $868.80 Public Relations-Social/Digital $750.00 $1,503.00 Website $1,000.00 $1,120.67 Total $9,000.00 $9,809.95 Sponsorship Implementation/Fulfillment Estimated Actual $1,500.00 $1,935.63 Total $1,500.00 $1,935.63 Program Budget for Vail America Days™ 2018 > Expenses Estimated Actual Total Income $125,310.00 $135,160.00 CSE Estimated Actual Estimated Actual 0 2018 RFP Request $75,000.00 $70,000.00 0 2018 Firework Request $33,810.00 $33,810.00 Tickets/Admissions Estimated Actual Estimated Actual 0 Parade Entries $6,500.00 $6,850.00 $6,500.00 $6,850.00 Revenue from other items Estimated Actual Estimated Actual 1 Sponsorships $10,000.00 $10,000.00 $24,500.00 $10,000.00 $24,500.00 Program Budget for Vail America Days™ 2018 > Income