HomeMy WebLinkAbout03. VLMDAC Task Force Slides as of 9-26-18VLMDAC Task Force Exploration For
2019 Events, Programming and Promotion
Guest Profiler Data
•Key Insights May 2016 - 2017
-73% of reservations are from Colorado, majority Front Range (slight decrease from 2012-2015)
•Key Insights September 2016 - 2017
-78% of reservations are from Colorado, majority Front Range (slight increase from 2012-2015)
•Key insights from October 2016 - 2017
-80% of reservations are from Colorado, majority Front Range (slight decrease from 2012-1015)
o Any effort aimed to increase May, September and/or October visitation should be focused on
Colorado. There is no year-over-year consistency in out of state visitation in these months.
o Opportunity dates:
-May – entire month (26% total
occupancy)
-May 26 – June 2 (leading to GoPro)
-June 10-16 (immediately following
GoPro)
-August 19-September 1
-September 23-October 5
-October 13-31
Destimetrics Data
Identify Need Dates for a new event based on high and low occupancy percentages
and greatest potential upside:
Destimetrics Data
Destimetrics Data
Evolution of Successful Existing Events
o Consider adding event days earlier in the week
o Increase attendance
o Broaden demographics
o Acquire sponsors
o Add elements and programming to established
events with highest potential to grow
Event Growth
What Type of Event Is Vail Missing?
•Late summer, early fall music festival
•Teen-oriented music festival
•World class film festival
•Teen-oriented movie nights at the Amphitheater
and/or Arrabelle
•Yoga festival
•Adventure Race (e.g. Tough Mudder, Color Run)
•Teen talent showcase during Bravo! or Dance
Festival
•Ideas/Intellectual Forum
•Golf Tournament
•Multi-genre event (e.g. SXSW)
•Kids Adventure Games extension with teenage
athletes
o Events that support and promote the Vail brand
o Cultural events that attract a diverse international audience
o Events that attract our defined demographics including Generation Z and Millennials
Additional Event Selection Considerations
As a result of these insights, VLMDAC Task Force encourages the
Commission on Special Events to consider all the above when
reviewing and allocating funding for special events in 2019.
Conclusion