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Home My WebLink About02b. Vail Family Fun Fest RecapVail Family Fun Fest 2018 Cultural, Recreational & Community Category Presented on October 3, 2018 Vail Family Fun Fest 2018 Saturdays, June 23 to August 4, 2018 J. Brian Hall Event Producer Blue Creek Productions, Inc. Office: 970.328.5855 Mobile: 970.376-2594 brianhall@bluecreek.com 2 5 high school friends from Nebraska Event photos - 1 3 Event photos - 2 4 Event photos - 3 5 Overall Event Highlights & Successes 6 • Increased a9endance by 6.5% over last year • Increased contests & ac@vi@es by approximately 30% to enhance guest experience – Less wai@ng •  Partnered with Bravo!Vail for promo@on Asphalt Orchestra performance • Brought on Arrabelle as mul@ year Partner & Sponsor • Chosen “Top 5 Things to Do” by Vail Daily – Weekly Picks • 100% response to “would you return to our event?” • Strong focus on recyclable Arts & CraVs supplies & projects Estimated Attendance Results 7 • Es@mated 2018 a9endance: 5,431 for 7 events (up 6.5%) We do a grid count of approximately every hour to es@mate our a9endance. • I don’t believe that our event is one that drives people specifically to Vail. But I do believe that it does enhance their family vaca@on experience and supports their decision to come back again to Vail. • We believe about 25% to 30% of our guests are repeats from other years. And we do see a lot of families come back week aVer week during the summer. Blue Creek Productions In-House Surveys 8 Are you? Vaca@oning: 64% Local: 10% Second Homeowner: 26% How did you find out about us: Internet: 34% (Google Search, Facebook) Hotel/Concierge: 26% Word of Mouth: 18% visitvailvalley.com: 10% Newspaper: 8% Vail Info desks: 2% Magazine: 2% Is this your first visit to Vail? Yes: 15% No: 85% Would you return to our event? Yes: 100% No: 0% Do you feel the event was fun? Yes: 100% No: 0% Blue Creek Productions In-House Surveys 9 VFFF 2018 – Select Survey Comments: -Thank you for offering kids ac@vi@es. - The people who organize the ac@vi@es were very nice and kind - Lots of crea@ve fun for kids. - You guys are doing great - We make @me for this each year. Kids love it. - Great ac@vi@es for kids - Love the mix of educa@on, art and play - Liked the live games and contests. - This is why we love Vail, the family ac@vi@es and events - The paper airplane workshop was awesome. - Face pain@ng is awesome - Nice event, kids had fun - Staff are so friendly - Nice to have something for the kids to do - Great family fun, Blue Moose Pizza is very generous - Great event. Kids are entertained for hours - The staff are enthusias@c and energe@c - Low key and fun. Don’t change a thing - Good entertainment for the kids Great event - hard to find good free ac@vi@es when on a budget – Thank you! Event Strengths & Weaknesses 10 • How did the event exceed expecta@ons? • Many people came knowing of the contests. We had to add more to meet demand. • Again our great staff is key to maximizing our guests experiences in Vail. We get a lot of opportuni@es to slow down and talk with our guests. we don’t sell – we inform and they appreciate this info. And we believe this translates into the guests spending @me and money in Vail. • Larger a9endance than expected, people staying longer –some @mes all day. Many becoming repeat par@cipants every week. Receiving enthusias@c thank you’s and developing many friendships over the summer. • What are areas for event improvement? • How did this year’s event compare to last year? Event Strengths & Weaknesses 11 What are areas for event improvement? • We need to secure more sponsors to cover the growing costs of the event which will allow us to increase our marke@ng, promo@on and event offerings. We need to talk to poten@al sponsors earlier. • As our a9endance grows, we need to con@nue to increase contests and ac@vi@es. We need to keep crea@ng new a9rac@ons – a “new ride” each summer. • We need to increase on-site signage or breadcrumbs in Lionshead to lead families to our event. Lots of turns to confuse folks. Vail Brand Compatibility The Premier InternaGonal Mountain Resort Community 12 • How did the event /program support the Vail Brand? I think we’re on point as being a great represent of what Vail stands for. Our staff is awesome, friendly, sincere, engaged. We are able to connect with the kids, their parents, and grand parents. Many mountain resorts can off similar amenities, but it’s our people, our sense of welcome, our warmth that can make Vail stand out. We present fun and engaging activities. Many of our activities are “old school” type fun. I think families have a blast and get a kick out of the simple fun we offer. And it’s free. I can’t tell you how many times I have a parent says “it’s great to something you can go to and just enjoy for free”. Everything can’t be free, but this event – when seen by our family guests, seems to help strike a well appreciated balance in their perception of Vail. And we tell them TOV underwrites this event – on the PA about every 15 to 20 minutes. Vail Brand Compatibility The Premier InternaGonal Mountain Resort Community 13 Partner comments… The Vail Family Fun Fest was another "win" for Lionshead and Vail as a whole this summer! The VCBA chooses to support this event on behalf of the Lionshead Merchants as it creates a great experience for the guest and brings vitality to Lionshead consistently throughout the summer. On behalf of the Lionshead Merchants and the VCBA Board of Directors we would love to see the Vail Family Fun Fest con@nue for many years to come. Alison C. Wadey, ExecuGve Director The Vail Family Fun Fest has been a longstanding tradi@on that many of our guests look forward to every summer. We love hearing people come into the restaurant saying that they have been coming for years and look forward to the fes@vi@es and craVs every year. I think it’s been a great boost to our sales and we enjoy par@cipa@ng with the pizza toss each year. We certainly hope to see the event con@nue in years to come. Meghan Del Sole, General Manager, Blue Moose Pizza Vail Brand Compatibility The Premier InternaGonal Mountain Resort Community 14 Partner comments… I wanted to take a moment to send a quick note to say thank you for your hard work on the Vail Family Fun Fest this summer. All feedback from our guests was posi@ve. I ran into a family with eight face painted kids on-mountain at Eagle’s Nest mid-summer who couldn’t say enough nice things about the experience with your team when I asked them if they’d stopped to check the Vail Family Fun Fest before coming up. This type of free ac@va@on is a great addi@on to the Lionshead experience. The Arrabelle’s sponsorship of this event was money very well spent and we look forward to working with you on future programs that add value to the guest experience on this side of town. Thank you for all you do. Warm Regards, Zachary Meyers, General Manager - The Arrabelle at Vail Square Community Contribution 15 • How did the event impact Vail’s sense of community? McMillan & Chavis (1986) defines sense of community as "a feeling that members have of belonging, a feeling that members ma9er to one another and to the group, and a shared faith that members' needs will be met through their commitment to be together.” In the context of our guests, no one goes on vaca@on to feel like a “tourist”. They all want to feel like they belong, if they feel that way, they brag about it to others when they get home. Everything we do, from the moment our families arrive, the games - to the simple conversa@ons we have with mom’s and dad’s while there kids are doing an ac@vity, exudes welcome and warmth. Whether you a local, live here part @me, or just visi@ng, come on in and have some fun with us. Topline Marketing Efforts 16 • Strong internet and social media presence, with @mely updates and dynamic photos of our event. Website, Facebook, Instagram and every hungry content provider and calendar we could find. • Distribu@on to all local & regional events calendars and info venues. • Strong Lodging/concierge program. Work with them to help influence ini@al buy decision and insure repeat visits. Reach guest with an invita@on to come to VFFF. • VFFF staff visited hotels & shops to meet staff and talk up event. • Execute awesome event to insure guests’ sa@sfac@on and mee@ng their expecta@ons. Focus on connec@ng with guests. • Regular email blast to 350 addresses in our fan club. • Please a’ach complete marke0ng plan to end of presenta0on. Topline Marketing Efforts 17 • Please a’ach complete marke0ng plan to end of presenta0on. Topline Marketing Efforts 18 • Please a’ach complete marke0ng plan to end of presenta0on. Potential for Growth & Sponsorships/Media Exposure 19 • How do you see the event evolving or growing next year? • With more expected a9endance - we need to provide more ac@vi@es/contests, exhibits and staff. We need to extend the footprint of the event to insure guests are confortable. • What sponsors do you plan to target next year? • Some the possible sponsors for VFFF 2019 we are working with the Arrabelle, The Ritz and the Marriot about a partnership to serve families be9er in both winter and summer. Also have VCBA by our side. And talking to Epic Discovery-Vail Mtn., Super Goop, Vail Health, KidSport, and Alpine Bank and Kaiser-Permanente. • How will you leverage media exposure and extend the markeGng reach next year? • We want to create a partnership with local media in sponsorships and a sharing of content. In the past we have produced a “Kids Report” with local kid reporters. The report was on TV8, in the Vail Daily and on local radio. We are working on this project this winter with hopes that it will be in place to help us in the summer. Sustainability Efforts 20 • Arts & crafts supplies are chosen as “recycled” whenever possible. Discarded supplies were sorted and returned to supply stations for re-use. Created “Recycled Art” projects onsite. • Most of our Special presenters were chosen for their ECO, green or nature themes and content (Nature’s Educators, Denver Butterfly Pavilion, Weird Science, Inc.) •  Staff members carpooled into event from home. • Trash was carried out or sorted using TOV receptacles. • Next summer we would like to hold a Eco/Recycle themed contest for our kids that will culminate on a special ECO Themed event day. • We would like to add a Refill-Refresh water station for our families. • We would like to see if the TOV Environmental team would like to have a tent or display at our event. Event Budget 21 * Event producer to attach detailed budget for recap Item $ Total Event Budget: 18,100 CSE Funds: 15,000 Cash Sponsorship (not CSE): 3,100 In-kind Sponsorship: 2,100 Marke@ng Budget: 2,150 Profit & Loss: 0 How did you use the CSE funds? (marke@ng, opera@ons, staff, venue, etc.) Opera@ng, Supplies and marke@ng Event Budget - Breakout 22 9/23/18: 3:29 PM FY 2018 Budget Revenues: TOV-CSE Contribution 15,000 Vail Chamber & Business Association Sponsorship 1,000 Arrabelle 2,100 Other Sponsorships 0 Total Revenues:18,100 Expenses: Advertising & Marketing Banners & Signage 450 Rack Cards, Fliers, Posters 425 Newspaper 0 Artwork 250 Radio 0 Electronic Media/Website/E-mail Blast 550 Press Relations & Release, Concierge Program 475 Beer/Wine/Soda/ice 0 Blue Creek - Guest Surveys 150 Consulting & 3rd Party work 0 Entertainment Children's Activities, Supplies and Prizes 2,050 Kids Discovery Zone-Special Presenters/Raptors, Fossils, etc.2,800 Inflatables 1,750 Misc.0 Event Fees Insurance 500 Police 0 Security 0 Sound Permit 50 Special Event License 100 Tent Permit 0 Food Cost 0 Miscellaneous 0 Recruitment 0 Sponsor Activities 0 Kids' Premiums & Give-aways 800 Staff 0 Event Workers 5,600 Administration, Accouting, Staffing 1,700 Tables/Linens 0 Tents & Canopies 450 Travel & Lodging 0 Total Expenses:18,100 Net Income/(Loss)0 *Additional soft dollars from Blue Moose Spnsorship - $2,100.00 Description Vail Family Fun Fest in Lionshead Budget - 2018 Budget Detail 7 Events Additional Information/Appendix 23 Vail Family Fun Fest 2018 Marketing Plan Goals: To produce an event that presents, represents, reinforces and supports Vail brand and position in the marketplace as a the premier international mountain resort community and family vacation destination. Our customers or guests are international, regional and local family visitors to Vail. Ways to reach our target guests: • Present a strong presence on the internet and with social media to be visible when our guests search the internet for family and children’s events in the Vail and Colorado area. • Partner with like organizations or events who aim at capturing the same kind of guests and form partnerships to cross promote each other. • Execute a strong Lodging/Concierge program to helps lodging sales personal in presenting Vail as vibrant family vacation destination with goal of positively effecting sales of lodging. • Execute a strong concierge/info center/merchant information program to capture guests once they are in town. Tactics: • Placement in all local and regional special events calendars. • Distribute digital and paper flier to hotel and lodges for their use • Email blasts to our 350 family program fan addresses *Emails sent each week • Operate VFFF specific website – update photos weekly • Operate VFFF Face Book page - updates twice weekly • Purchase Facebook ads and Post Boosts • Operate VFFF Instagram account – update twice a week • Create & Distribute event posters to Lionshead, Vail and down valley merchants • Make personal visits to key Vail lodges/merchants to promote/inform of our event • Create press release program – new PR theme sent every 2 weeks • Create changing Science presenter schedule for each week for fresh promotion subject