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Home My WebLink About2d. Vail Craft Beer Classic RecapQuestions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder September 5th, 2018 Surveyed Event Recap: Vail Craft Beer Classic Cultural, Recreational & Community Category Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Vail Craft Beer Classic: June 14-17, 2018 Kristen Horpedahl 303.777.6887 Kristen@tppevents.com Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Overall Event Highlights & Successes 81% 96% 11% 25% 29% of patrons had not attended the event previously attended with 2 or more people increase in out of state visitors increase in overnight guests in Vail decrease in expenses from 2017 Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Questions from CSE Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Attendance Estimate Was this the attendance you expected? • We expected attendance to increase more in year two of the event. Ticket sales were up for some events individually but not overall for the Classic. How would you impact attendance next year? • We would like to research a date change potentially. Its possible the Frisco BBQ, Aspen Food & Wine and many events in Denver impact our attendance over the weekend as well as sponsorships. Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Visitor Type Was this the visitor type split you expected? • Yes. We anticipated the majority of our visitors to come from outside the Vail Valley Why or why not? Please explain. • Much of our marketing was focused on the Denver/Front Range as well as out of state to bring people to Vail specifically for the event. What steps would you take to optimize visitor mix for future events? • Continue to market the event with longer lead times further away and zero in on the Summit and Eagle counties closer to the event. Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Comparative: Visitor Type Which best describes you during your attendance at the VCBC? 79% 9% 1% 4%7% Survey results from VCBC’s evenbrite page, post event emailed survey to attendees and on site survey company reaching only VBC ticket purchasers with wristbands Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only What measures did you take to encourage attendees to book loding in the Town of Vail? • Partnered with 6 hotels in the area listed on our website. • Each ticket purchaser received an email immeadiately after transaction with information on our lodging partners • Encouraged Vail Village and Lionshead lodging for walk-ability to events • All vendors were required to book through our hotel partners Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Overall Visitor Profile Who was your anticipated target demographic? • Active professionals and Super Boomers Did you reach your target demographic? Why or why not? • Yes, most of our audience was between 25 and 44. What would you change to attract that audience next year? • Continue to differentiate marketing efforts to both groups through a variety of channels and campaigns. Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Comparative: Overall Visitor Profile Survey results from VCBC’s evenbrite page, post event emailed survey to attendees and on site survey company reaching only VBC ticket purchasers with wristbands Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Visitor Geography 2018 US View of Attendee Zip Codes Survey conducted and reported by: BGV Marketing Services 15334 E. Hinsdale Circle Ste. 1A Centennial, CO 80112 303.766.0257 Contact: Sean Diehl Director of Marketing Mobile: 303.905.5580 Fascimile: 720.870.3441 Email: sdiehl@bgvmarketing.com For questions regarding this report, please contact: Kristen Hannan Data Analyst khannan@bgvmarketing.com Regional View of Attendee Zip Codes Survey results from VCBC’s evenbrite page, post event emailed survey to attendees and on site survey company reaching only VBC ticket purchasers with wristbands Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Role/Importance of Event in Intent to Visit Vail What actions did you take this year to generate the number of overnight guests? • Hosting a multi-day event with ticket packages that cover multiple days of activities to encourage overnight stays. As we continue to make this an annual tradition for our fans this number will continue to grow. Our Weekend Package (Fri/Sat tickets) grew 30% this year. How would you increase the number of overnight Vail guests coming for the event next year? • Continuing to expand programming interests to highlight the outdoor activities in Vail. Expanding multi day ticket packages to keep people in Vail all weekend. Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Comparative: Role/Importance of Event in Intent to Visit Vail I would have cometo Vail anyway Only reason I came to Vail Half of the reason How important was the VCBC in your decision to visit the Vail area? 25% 4% 18%19% 34% 71% VCBC at least 1/2 the reason for coming Survey results from VCBC’s evenbrite page, post event emailed survey to attendees and on site survey company reaching only VBC ticket purchasers with wristbands Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder NPS(Net Promoter Score)/Likelihood to Recommend Do you think the NPS scores reflect the attendee event experience? • Our surveys had 82% of respondents likely to recommend the event to friends/family. This went out only to people who had purchased tickets to the event. What steps would you take to improve the NPS scores for your event next year? • At the conclusion of our events we survey our patrons to get their feedback on all aspects of the event experience. We are constantly critiquing and evolving our events to make improvements, listen to patron feedback, keep up with market trends and stay current in our industry. Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Comparative: Likelihood to Recommend 6%4%14% 68% 8% 82% Likely to recommend Survey results from VCBC’s evenbrite page, post event emailed survey to attendees and on site survey company reaching only VBC ticket purchasers with wristbands Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Estimated Return on Investment (ROI) & Attendee Expenditures What did your event do to encourage spending in Vail? • Website – listed local business partners to encourage shopping with our partners • Emails to purchasers – we included other activities in Vail outside of the event, encouraging guests to take advantage of other opportunities in the area including outdoor excursions/rentals, Epic Discovery, day trips etc. • Hosting events in Vail Village, Lionshead and the Resort to encourage shopping and dining in those areas Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Comparative ROI & Attendee Expenditures How much was spent IN TOTAL by you and your immediate travel party during your time in Eagle County? (Full-time residents: only include spending associated with your attendance at the Classic.) Survey results from VCBC’s evenbrite page, post event emailed survey to attendees and on site survey company reaching only VBC ticket purchasers with wristbands Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Event Strengths & Weaknesses How did the event exceed expectations? • Many breweries responded to the post-event survey that its their favorite beer event to attend all year • Increased out of state visitors by 11% • Increased overnight guests for the event by 25% in Vail properties • 84% of guests would return in 2019 What are areas for event improvement? • More ticket sales leading to overnight guests in Vail • Adjusting outdoor activities to be attractive to locals as well as out of town guests How did this year’s event compare to previous years? • Even though ticket sales were flat, the event continued to grow in 2018 Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Vail Brand Compatibility How did the event support the Vail Brand? • Our goal was to create a unique and elevated beer experience that is not being achieved at any other beer festival • We tied in outdoor experiences and local part- ners that reflect the Vail brands and showcased both the mountain and the town in a seamless way • Worked with only premium craft beer brands and featuring outdoor adventures, education, food pairings and knowledgeable experts • Aligned ourselves with the Vail Mountain for the Sip at the Summit to produce an intimate event that showed off the resort in a unique way 100% would come back to Vail 35% Don’t travel to Vail during other times of the year Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Community Contribution How did the event impact Vail’s sense of community? • Aligning with local business partners locally including West Vail Liquors, Vail Resorts, and several restaurant and lodging partners in Vail Village, Lionshead and the greater Vail Valley. • Utilizing the Vail Valley Mountain Bike Association as our nonprofit to support not only a local organization but see it impact change in the surrounding area for thousands of people to enjoy Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Topline Marketing efforts: PR & Media Media The Vail Craft Beer Classic was featured in the following publications: 303 Magazine 5280 Magazine All About Beer Magazine Beer Advocate Thurst Magazine Vail Resorts West Vail Liquors Summit Daily Vail Daily Westword Thirst Colorado KDVR.com Social Media - Facebook, Instagram 5,000 fliers, 500 posters printed and distributed in Eagle County marketing Brewbound.com BeerAlien Craftbeer.com VailDaily.com Denver Life Magazine Denver Post Summer Getaways Travel Pulse HonestCooking.com PostIndependent.com ColoradoBeerGirl.com VailValleyThisWeek.com Denver Hotel Magazine Vail-Beaver Creek Magazine Colorado Expression Gazette.com Thrillist.com/Denver Total Media Placements: 136Total Media Value: $718,201.68 Total Impressions: 38,842,635 Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Topline Marketing efforts: Digital New social media and eblast strategy • Over 500% Database growth (from 745 to 4662) • 22.4% Avg open rate for eblasts (industry average 15%) • 2.2% Avg click rate (industry average 1%) • 35% More eblasts sent to specific segements of the database • Total paid social impressions 813k Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Topline Marketing efforts:Traditional Paid Expanded advertising to outlets that worked well in year 1 • 303 Magazine • 5280 Magazine • Vail Daily • Summit Daily VAILBEER.COM JUNE 14-17 CRAFT BEER ELEVATED 20% off select tickets with code EAGLE JUNE 14-17 VAILBEER.COM CRAFT BEER ELEVATED 20% off Toast of Vail tickets with code VAILMAG Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Potential for Growth & Sponsorship/Media Exposure How do you see the event evolving or growing next year? • The wine festivals we’ve based this event off of have grown to includ 30+ events over 5 days. We’d like to eventually get the VCBC to that level with realistic growth over the next several years. We’ve learned a lot about what programming sells to this mix of an audience and how to trim the events to make the most sense for the experience as well as the bottom line. What sponsors do you plan to target next year?(Including existing and potential sponsors) • We have partnered with a sponsorship company for all of our eventsin 2019. They have already begun conversations with Jameson Caskmates (largest sponsor of Great American Beer Fest), Wild Tonic, Topo Chico, Spiked Seltzer, Naked Juice, Bark Thins, Smart Pop, Bank of the West, Escape Caravans, Aviator Nation • We will continue to work with existing partners including West Vail Liquors, Smartwater, Evergreen Lodge, Great Divide Brewing Co, Bonfire Brewery, Odell Brewing Company. How will you leverage media exposure and extend the marketing reach next year? • We had great regional influencer partners this year who went above and beyond in promoting the event because they had such a great time. They will make great ambassadors for the event in thr future. • We’d like to expand the media trade partners, going after outlets that align with the event and our audience. Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Sustainability Efforts What measures were taken at your event/program to support the environmentally friendly goals of the Town of Vail? • Walking Mountains Science Center for trash, recycling and compost • Mobile app in lieu of a printed festival guide or handouts • Banners with stickers for dates to ensure they’re reusable. Other signage saying “This Weekend” rather than specific dates • Reusable signage, linens etc • Encouraging public transit and take advantage of walkable lodging options What waste reduction methods were used during your event/program? • Reusable mugs, kegged beer for most breweries, recycling cans • Better management of food vendor plates, cups etc. • Kept Walking Mountains Science Center through the afterparty concert How could you improve on sustainability efforts for next year’s event? • Sourcing sponsors who have sustainability focused activations Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Event Budget Total Event Budget: CSE Funds: Cash Sponsorship (not CSE): In-kind Sponsorship: Marketing Budget: Profit & Loss: How did you use CSE funds? $68,000 $18,950 $10,000 $30,839 ($32,722) Marketing, hotel rooms for brewers/ media Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Appendix: Budget Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Appendix: Marketing Budget Questions from CSE 5 • The CSE will ask quesBons about your event and recap • Leave this blank – it’s a placeholder Appendix: Survey Dashboard Total economic impact per attendee day Food and wine purchases Lodging Shopping Restaurants/ bars/ food concessions Recreation Other items $0 $100 $200 $300 $400 Economic Impactper Attendee-Day$88 $28 $21 $18 $15 $6 $0 Direct Economic Impact to TOV per Attendee-Day In commercial lodgingIn rent-by-owner lodging Vacation home/timeshareWith friends/familyOther 71% 13% 7% 9% Overnight Visitor Profile 1 2 3 4 5 6 or more 26% 31% 19% 6% 9% 9% 1 2 3 - 5 6 - 8 9 - 14 15 or more 16% 32% 27% 18% 4% 4% Vail Beaver Creek Avon Eagle/Gypsum Edwards Other Summit County 96% 4% Under $50k $50k-$100k $100k-$150k $150k or more 21% 30% 16% 32% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 11% 25% 29% 22% 8% 3% 1% Male Female 42% 58% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding53% 28%19% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would havecome to Vail anyway 1 2 3 4 5: Half my reason forcoming to Vail 6 7 8 9 10: My only reason forcoming to Vail 0% 20% 40%Percent Responding48% 31% 1%3%1%1%3%6%4% Importance of Event in Decision to Visit Vail Today - Overall 2018 funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.05 $3,327 $1.81 $123,011.75 $68,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 1.4K Attendance Est 34% NPS Net Promoter Score Overnight visitor Seasonal resident ofVail Valley Full-time resident ofTown of Vail Full-time downvalleyresident Day visitor to Vail 10% 20% 30% 40% 50% 60% 70%Percent Responding63% 11%16% 2%8% Visitor Type Colorado Texas California Connecticut Illinois Michigan 2% 2% 2% 2% 5% 72% Attended Event Last Year? 2018 Vail Event Visitor Summary: Vail Craft Beer Classic June 14 - 17, 2018 Survey technique: Intercept. Overall sample size: 89 (Please note that sample sizes are smaller for subgroups.) Number of years event has taken place in Vail (including 2018): 2 OverallOvernight visitorSeasonal resident of Vail ValleyFull-time resident of Town of VailFull-time downvalley residentDay visitor to Vail 5.77.38.70.03.04.4 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median:$248 $238 Overall Overall event Null 46th Annual Vail King of the Mountain Open Betty Ford Alpine Gardens - Nurture Explore & Discover at the Garde.. Burton US Open Community Art Events for the Town of Vail Kick It 3v3 Soccer World Championships Legacy Fighting Alliance Spring Back to Vail - All (Concert & Other) Spring Back to Vail - All Except March 31 Concert Spring Back to Vail - All except March 31 Concert & Pond Skim Spring Back to Vail - Concert Only Spring Back to Vail - March 31 Concert & Pond Skim Spring Back to Vail - Pond Skim Only Taste of Vail: Debut of Rose and American Lamb Cook-Off TEDxVail Vail Centre Programmatic Support Vail Craft Beer Classic Vail Lacrosse Shootout Vail Lacrosse Tournament Vail Symposium Winter 2017/18 Season N/A