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Home My WebLink About02a. Community Art Programs RecapEvent/Program Recap: Town of Vail’s Art SeriesEducation & Enrichment Category Town of Vail’s Art Series: Ongoing Events in 2018 Lauren MerrillPhone: 970.926.2732lauren@alpineartscenter.org2 Town of Vail’s Art Series: Ongoing Events in 2018 Lauren MerrillPhone: 970.926.2732lauren@alpineartscenter.org3 Overall Event or Program Highlights & Successes4•Art programs attracted students of all ages, both locals and tourists, and provided an educational and cultural experience in the Town of Vail throughout the year•Received coverage in Vail Daily for every event and a lot of social media coverage•Programming activated many locations throughout the Town of Vail, including Ford Amphitheater, The Vail Public Library, and Community Programming at VRD•New activation events during Tuesday night concert series at Ford Amphitheater were successful and attracted many spectators in addition to participants•Brought on a new sponsor, Alpine Bank, for our summer series events Questions from CSE5•The CSE will ask questions about your event and recap•Leave this blank –it’s a placeholder Program Impact, Testimonials & Observations6•Testimonials from surveys: •“This was a very well attended stimulating, creative event. It was well organized and the level of customer service was excellent. It meet the needs of all ages and levels of ability. It was affordable.”•“Excellent, loved it. So rewarding and always a beautiful community event for all ages. Enriches our lives.”•“Always love more arts and participation events like these. It is so much fun and adds so much value to our lives and our community. It is rewarding and a chance to meet other people and add a creative experience. It is a genuine and good experience for all ages.” •“More interactive arts near big events like the concerts. It was fun for the adults and children. “ Attendance Estimate7•Was this the attendance you expected? We had 248 people participate up to this point, more to come with our fall/winter events. Many more observed classes, assisted their family members, etc. We had hoped for higher attendance, especially during summer events, but we found out 3pm is a challenging start time for these classes. There was also 1 cancelled date by Ford Amphitheater and another with lightning.•How would you impact attendance next year? We are going back to 4pm start time, and will also schedule more evening events. Visitor Type8•Was this the visitor type split you expected? Yes•Why or why not? Please explain: We have a big down valley following. We also attracted a number of Vail residents and visitors.•What steps would you take to optimize visitor mix for future events or programs? Continue to offer programs regularly and increase advertising budget to allow for maximum exposure within these groups. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only9•What measures did you take to encourage attendees to book lodging in the Town of Vail? We did not concentrate on this, as it is not the primary purpose of educational/enrichment programs. Most of our customers have already booked lodging when they register for our classes. Program Attendee Profile10•Who was your anticipated target demographic? A varied demographic. •Did you reach your target demographic? Yes, we reached a varied group•Why or why not? We had a large demographic, varied ages and incomes. Would like to reach more men and international students. I think we did, but many did not fill out the survey •What would you change to attract that audience next year? Adjust program subjects Role/Importance of Event/Program as Reason to come to Vail11•What actions did you take this year to generate the amount of event attendees?•How would you increase the amount of attendees coming for the event/program next year? More advertising to these specific groups, pending budget allows for this NPS (Net Promoter Score)/Likelihood to Recommend12•Do you think the NPS scores reflect the attendee event/program experience? I think it should be higher than what is indicated in survey results. We heard such positive feedback from participants. •What steps would you take to improve the NPS scores for your event/program next year? Continue to work hard to create a positive experience for everyone! Estimated Return on Investment (ROI) & Attendee Expenditures13•What did you or your event/program do to encourage spending in Vail? We give suggestions for places to eat and shop after their program. We encourage spending on drinks and snacks during events. Creating art gives a greater appreciation for professional art as well, and may boost gallery sales in town. Event or Program Strengths & Weaknesses14•How did the event/program exceed expectations? Participants were so happy after completing their projects. These events are time consuming for us to put on, and the reason we keep doing them is because it brings joy to the community and makes people feel good. This part always exceeds our expectations.•What are areas for event/program improvement? Adjusting event times to maximize participation, based on trends from previous years. Continuing to find partnerships with existing events in Vail to maximize exposure for these programs. Increasing budget by finding more outside sponsors to allow for increased marketing.•How did this year’s event/program compare to previous years? Our activations booths were a hit and better received than last year due to project improvements. Our class enrollment during summer months was not as strong, and something we will work on moving forward. Vail Brand CompatibilityThe Premier International Mountain Resort Community15•How did the event /program support the Vail Brand? The Town of Vail was mentioned at every event. The town logo was placed on 2500 rack cards distributed throughout the valley, every class description on our website, and 75 event posters. Additionally, press releases to the Vail Daily showcased these events and highlighted the Town of Vail as a place that values and supports unique art experiences. The Vail Mountain trail map was incorporated into one of our collage projects and another painting, and visual images of mountains showcased Vail Mountain as a place “like nothing on earth”. Participants left each class with a keepsake to remind them of Vail as a premier mountain resort community. Brand Positioning:•Town of Vail: The Premier International Mountain Resort Community•Vail Mountain: Like nothing on earth Community Contribution16•How did the event/program impact Vail’s sense of community? Each art class provided an opportunity for participants to meet one another in a creative setting. Many participants came alone and were introduced to new people seated at their table, and locals and tourists were brought together as well. A sense of community was felt at each class, especially at the end when viewing so many unique pieces of artwork that were all created by individuals within our mountain community. Topline Marketing Efforts17•What are the top 3 successful marketing tactics, executions or results from your event/program? •Facebook promotion, both through Alpine Arts Center’s page and Vail Moms•Video animations created to market the art programs•Vail Daily press releases and photographs submitted for Town Talk•Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure18•How do you see the event/program evolving next year? I hope to increase guest and resident participation, and possibly offer another collaborative class with Art in Public Places. We will also assess projects that were most popular this year and adjust class subjects accordingly for next year.•What sponsors do you plan to target next year? (Including existing and potential sponsors) We will approach the Vail Library, Vail Recreation District, and Ford Amphitheater again for in kind facility sponsorship. For sponsorships, Alpine Bank again and others (possibly other art organizations such as Bravo, local art galleries, businesses in Town of Vail, etc.)•How will you leverage media exposure and extend the marketing reach next year? We will continue to reach out to concierge with marketing materials and invite employees that work in Vail to try a complimentary class. We will utilize social media, website, text messaging, and printed brochures to extend our marketing reach. Sustainability Efforts19•What measures were taken at your event/program to support the environmentally‐friendly goals of the Town of Vail? Paper plates for paint palettes were often reused at Alpine Arts Center, winter trail maps were recycled and used for painted collages during summer classes, and our sample canvases were reused from one class to the next. •What waste reduction methods were used during your event/program? Reusable canvas tarps were used on tables instead of disposable paper table coverings. Supplies were often shared among participants to reduce waste as well.•How could you improve on sustainability efforts for next year’s event? Recycled canvas could be used by all participants for select classes focused on sustainability. Certain projects could be geared towards creating collages or sculptures using recycled materials.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 Budget20* Event producer to attach detailed budget for recapItem $Total Event/Program Budget: In progress, see detailCSE Funds: $12,500Cash Sponsorship (not CSE): $1,500In‐kind Sponsorship: Yes from venuesMarketing Budget: In progress, see detailProfit & Loss: In progress, see detailHow did you use the CSE funds?(marketing, operations, staff, venue, etc.)Marketing, operations, staffing, venue Additional Information/Appendix21•Provide detailed budget in the Appendix•Provide final marketing plan in the Appendix•Provide full version of the Survey Dashboard PDF in Appendix•Provide any additional information or marketing materials you think the CSE would benefit from 22Budget Next 3 Slides (in progress since there are events remaining) 23 24 Final Marketing Plan25 Front/Back of Rack Card26 27