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Vail Jazz FestivalSurveyed Event Recap: Vail Jazz Festival October 3, 2018 970.479.6146 | vailjazz.org | info@vailjazz.org Overall Event Highlights + Successes 2 •Visual from page 13 of program 3 Overall Event Highlights + Successes 4 •90 events over 11 weeks in various Vail Valley venues, hosting 11,000+ guests •More than half of all Vail Jazz Foundation events are free to the public •NPS considered “Excellent ” at 89, Quality of Experience rated at 98% •Capacity crowds at key lodging properties, including The Sonnenalp, Arrabelle, Four Seasons, Vail Marriott Mountain Resort, and The Sebastian –Vail •Vail Village or Lionshead activation every Wed, Thu, & Sun in summer •Alpine Bank, one of our principal sponsors, aired a Vail Jazz “Trailblazers” commercial during the 2018 Super Bowl •Broad community engagement through 27 advertisers, 32 sponsors and partners, and a brigade of volunteers serving over 1100 hours •Vail Jazz is an iconic cultural institution entering into its 25th season, and the only weekly music events available in Vail from mid-August through Labor Day 5 Some of Vail Jazz’s 2018 sponsors, partners and vendors: TM Vail Jazz Festival Attendance Estimate 6 Estimated Seasonal Attendance: 5,062 seated at Ticketed Events, and, 6,800 seated at Free Events, and, 23,000 passersby at Market & Lionshead (Approx.) Number/percentage of people who came specifically for the Vail Jazz Party : 64% Number/percentage of people who attended any event last year: 77% Attendance for ticketed events were compiled directly from ticket sales. For free events, the following factors were taken into consideration: venue capacity, average occupancy, the number of events in the series, and attendee turnover in relation to duration of event. Visitor Type 7 24.26% 50% 15.44% 10.29% 18% 13% 64% 6% Full time resident Seasonal Resident Overnight Visitor Day visitor Vail Jazz Party Vail Jazz Festival Overnight Visitor Profile, Jazz Party 8 Overall Visitor Profile 9 9.21% 14.18% 20.57% 56.04% 10% 20% 10% 46% Under $50k $50k-$100k $100k-$150k Over $150k Vail Jazz Party Vail Jazz Festival 4.96% 4.26% 2.13% 12.06% 30.49% 27.66% 18.44% 1.00% 1.00% 4.00% 5.00% 22.00% 33.00% 33.00% Under 25 26-35 36-45 46-55 56-65 66-75 76 or older Vail Jazz Party Vail Jazz Festival Annual. Household Income Age of Respondent Importance of Event in Intent to Visit Vail, Jazz Party 10 5% 9% 86% Detractors Neutral Promoters NPS (Net Promoter Score)/Likelihood to Recommend 11 Vail Jazz Party NPS: 80 Overall Vail Jazz Festival NPS: 89 2.86% 5.00% 92.14% Detractors Neutral Promoters 80 89 Estimated ROI + Attendee Expenditure 12 Estimated average spending per respondent: •Dining: 49% of all attendees spent $100+, 51% spent less than $100 •Shopping: 35% spent $100+, 22% spent less than $100 •Lodging: 52% spent greater than $400 (dbl. occ.) Total average spending per respondent: $160 Town of Vail spending the event/program generated: $1,630,000 Event Strengths + Weaknesses 13 How did the event exceed expectations? •Completely sold out 10 of 18 ticketed performances, and were fully attended for over 75% of our free performances. •Consistent Thursday evening Lionshead activation in Vail Square, with significant incremental pedestrian traffic •Featured celebrated jazz artists from around the US and abroad, with 5 Grammy award winners and over 40 additional Grammy nominees. •18,000 print programs distributed at central points throughout the Vail Valley, Boulder, Denver and Colorado Springs. •Our Vail Jazz Workshop students and alumni continue to be involved in other prestigious jazz education and performance programs, and are enthusiastic ambassadors of the Vail brand. Event Strengths + Weaknesses 14 What areas are there for event improvement? •Continue increasing the caliber of Vail Jazz performances with recognizable artist names and unique tribute productions. •Improve public-facing digital footprint and engagement. Leverage our databases. •More integrated activation of sponsors on-site and through digital marketing. •More robust cross-marketing efforts with sponsors and partner properties. •Personalized artist experience in Vail that optimize storytelling opportunities. How did this year’s event compare to last year? •Increased our sponsor and donor activation through special events and partnerships •Increased attendance across all Vail Jazz series, and 10 performances sold out •Vail Jazz engagement in Lionshead increased to an all-time high Vail Brand Compatibility The Premier International Mountain Resort Community 15 The event met the standard of excellence by: •Branding: High quality and consistency of promotional materials, on-site branding, and collateral. Fully responsive website maintains and extends brand experience. Vail Jazz Festival program awarded Hermes creative award 2018 (third year in a row). •Programming: Quality and breadth of programming for performance series and educational programs match Vail’s reputation for world-class experiences. In 2018 Vail Jazz Festival artists represented 5 Grammy wins and 40 nominations. Our range of programs include community events like Vail Jazz @ The Market, luxury events like Vail jazz Club Series, and lifestyle events like Vail Jazz @ The Remedy. Community Contribution 16 Describe how the event impacted Vail’s sense of community: •Vail Jazz presented 47 free performances in 2018, providing high quality jazz entertainment to all members of the community including locals, seasonal residents, and visitors •The Vail Jazz Ambassador program expanded, with more than 1,100 hours served by local volunteers •Impactful educational programs serving the Vail Valley community through the Vail Jazz Goes to School program, and opportunities for public youth to experience music through Jammin’ Jazz Kids •Community supported by over 400 individual donors, 30 local sponsors, and more than 125 in-kind contributors, most with deep roots in the Vail Valley. •Partnered with local businesses to enrich community: Co -presented a Jazz/Dance event with the Vail International Dance Festival Topline Marketing Efforts 17 Digital: •E-newsletters to list of over 9,100 contacts, with an average open rate of 24.4% (21% industry avg) and average CTR of 9.2% (8.5% industry avg) •Vail Daily web skin promoting the Vail Jazz Party on select days; daily average of .49% CTR •Contracted with Intellitonic to rebuild and manage Google Adwords Grant Print: •68 ads in Vail Daily this summer •Print ads in Bravo! Vail, Mountain Living, Vail Valley Magazine, Vail Lifestyle, Vail Beaver Creek Magazine, Vilar Performing Arts Center •100 page Vail Jazz Festival Guide, circulation of 18,000 in Vail Valley and central locations in Denver and Boulder •Folding pocket calendar for Vail Jazz Festival and Vail Jazz Party, distributed at all concierge desks Topline Marketing Efforts 18 TV: featured in an Alpine Bank “Trailblazers” commercial that aired during the 2018 Super Bowl, interviews on TV8 with artists and staff prior to Thursday evening Vail Jazz @ Vail Square shows, ad spots on TV8 and RMPBS Radio: KUVO broadcasted eight live performances to the Front Range and online, ad spots run on KUVO in Denver Photo + Video: •Local professional photographers used to capture footage of events •Vail Jazz created signature video content series, the “Alpine Sessions”, featuring Festival artists in iconic places throughout the Valley for digital distribution •Contracted with Capture the Action to produce high quality footage of events and produce video content for events, enewsletters, and social media Potential for Growth & Sponsorships/Media Exposure 19 How do you see the event evolving next year? •2019 is the 25th Anniversary of Vail Jazz. We plan to create special programming around our Labor Day Vail Jazz Party weekend, and also at our annual gala •Craft a series of video stories regarding the evolution of Vail Jazz, and promote the value of this iconic cultural institution within the Vail community •Continue the delivery of world-class jazz entertainment at various Vail Valley event venues, including our first-ever dedicated jazz performance at the Ford Amphitheater •We will enhance the patron and guest experience through improved advance communication, greater engagement, and updated technology What sponsors do you plan to target next year? •In 2019, sponsorship objectives will focus on establishing relationships in the vehicle, financial and luxury lifestyle sectors How will you leverage media exposure and extend the marketing reach next year? •Continue to encourage our internationally-recognized artists to share and promote their posts and photos of our events on social media, further reinforcing the Vail brand. •Contract a public relations firm to created content, and push video and print articles to local, regional, and national outlets Sustainability Efforts 20 What measures were taken at your event to support the environmentally-friendly goals of the Town of Vail? What waste reduction measures were used? How could you improve on sustainability efforts for next year? •All events provide marked trash and recycling containers, with volunteers assist with separation •Vail Jazz upgraded our ticketing system last year; attendees are encouraged to use an electronic scanning system directly from their mobile devices •The Vail Jazz Festival Program is offered every year in an electronic format, and we plan to closely monitor the number of printed copies distributed in the future, so as to reduce waste •Vail Jazz Event Budget 21 Item $ Total Event Budget $1,098,987 CSE Funds $75,000 Cash Sponsorship (not CSE)$30,000 In-kind Sponsorship $81,000 Marketing Budget $120,474 Profit & Loss $0 How did you use the CSE funds?Enhanced the user experience through technology deployment *documentation and methodology provided in detailed budget (attached) Questions from CSE 22 Thank You! OBJECTIVES Sell out events The top-line goal is to fill every ticketed event. This goal is informed by all other points in the marketing plan. Raise awareness With the 25th anniversary one year out, efforts will be made to touch upon core points of the Vail Jazz story, so that the community, attendees, and stakehold- ers are informed about our mission and vision. Measurability Through better surveying and strategic use of digital advertising, we hope to develop a better idea of who our audiences are, and how they find us. These insights will allow us to further refine marketing campaigns. Traction By bringing social media efforts in house, we hope to cultivate and refine our content. The end goal is to be a tastemaker in the jazz realm, and a trusted source of information in the Valley. This ultimately should result in increased engage- ment and conversions. TACTICS Storytelling How do donors, volunteers, attendees and the commu- nity interact with and con- tribute to Vail Jazz? What is their story/experience? Through cohesive, multi-channel campaigns Vail Jazz will tell its unique brand story. User experience Streamline every point of contact with our users so the entire experience with Vail Jazz from start to finish is in line with our core values. The experience should be personal, unique, and exceptional. Original content Optimize the type of origi- nal content that Vail Jazz creates to align with story- telling, through copy, photos and video. This content will better commu- nicate the Vail Jazz experi- ence. Evergreen content Develop a library of “ever- green” content that can be used to tell the Vail Jazz story through photos, videos, and copy. This content should be engag- ing, and in line with story- telling. MARKETING MIX Print Direct mail: Gala invite, Riverwalk mailer, Vail Square mailer, Vail Jazz Party mailer Collateral: Vail Jazz Festival program (18,000 copies), Vail Jazz Festival folding calendar, Vail Jazz Party fold- ing calendar, Festival rack cards, Gala program, Vail Jazz org. piece Print advertising: 80+ ads in the Vail Daily and Vail Daily Weekly with pick ups in Summit Daily, third party ads: Mountain Living, Bravo! Vail, Vail Valley Magazine, Best of Vail Valley, Vail Beaver Creek Magazine, Vilar PAC, Vail en Español On site: on-site branding, stage and street banners, posters Digital Enewsletters: weekly, segmented into Festival, Winter, special events and volunteers Social media: in house management of social media channels with increased paid campaigns, build towards influencer marketing for 25th anniversary Online listings: Google Events, Visit Vail Valley, Everything Vail Valley, vail.com, Town of Vail, Colorado Tourism, etc. PPC: Google AdWords Paid digital advertising: Simpli.fi, uses geofencing, retargeting, localized campaigns Other Public relations: staff writer Shauna Farnell will expand current role; feature spots set for Vail Beaver Creek magazine, Vail Valley Magazine, and Mountain Living; increase in comp tickets for PR/marketers Photo: diversify photographers for events, focus on creating evergreen content with Jack Affleck Video: increased original video con- tent for enewsletters and social media campaigns Group sales: for Vail Jazz Party, focus- ing on Sarasota, Columbus, LA and Tucson jazz groups Surveys: change frequency to improve feedback quality