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Home My WebLink About02a. Hot Summer Nights CSE RecapJen Mason jmason@vvf.org Moe’s Original Bar B Que Hot Summer Nights Summer 2018 HOT SUMMER NIGHTS 2018 HIGHLIGHTS 8 SHOWS Tuesdays, June –August 90 net promoter score 18,172 estimated attendance 2,271 estimated show attendance 23 community sponsorships 20,000 webpage views 25 ads 8 press releases 3 email blasts 300 posters distributed in Eagle County Questions from CSE 3 •The CSE will ask questions about your event and recap •Leave this blank –it’s a placeholder Attendance Estimate 4 •18, 172 total attendance •Was this the attendance you expected? Yes a little light but in general this was a typical attendance for HSN. •How would you impact attendance next year? Better acts!!! Visitor Type 5 •Was this the visitor type split you expected? •Why or why not? Please explain. •What steps would you take to optimize visitor mix for future events? The visitor type was what we expected. When we set out to book, market, and attract audiences to this event, now in its 31st year, we were working to meet the desires of our stakeholders by attracting a mix of locals and visitors alike. We feel we were successful in this effort. We will continue to work to grow the quality of the music and the experience for everyone who takes a part in this traditional free concert. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 •We targets locals and destination guests to enhance their experience in Vail. Overall Visitor Profile 7 •Who was your anticipated target demographic? We strive to reach locals (in the drive market) and destination guests alike. •Did you reach your target demographic? Yes, 82% of attendees were locals and 56% of total HSN attendees came to Vail specifically for the concert series. •What would you change to attract that audience next year? We continue to utilize local marketing mediums to attract the local and destination guest while matching programming to the audience. Role/Importance of Event in Intent to Visit Vail 8 •What actions did you take this year to generate the number of overnight guests?We updated the event creative to be more eye- catching on advertising as well as implementing a more strategic digital marketing campaign focused on retargeting, email and social media. •How would you increase the number of overnight Vail guests coming for the event next year? Next year, we will continue to refine our digital marketing strategy to target geographic regions outside of the Eagle County footprint. NPS (Net Promoter Score)/Likelihood to Recommend 9 •Do you think the NPS scores reflect the attendee event experience? Yes, being a free event, Hot Summer Nights is a local and tourist event that is easy to attend. •What steps would you take to improve the NPS scores for your event next year? Improving the concessions menu and book a variety of well-known acts for 2019. Estimated Return on Investment (ROI) & Attendee Expenditures 10 •What did your event do to encourage spending in Vail? It brings locals and visiting guests into the Town of Vail on a week- day. It ends early in anticipation that people will go into the Village post concert. Event Strengths & Weaknesses 11 •How did the event exceed expectations? We ended the HSN season with a nice large crowd, it really shows us that cross generational music is our key to success. •What are areas for event improvement? Again, well known artists are the secret ingredient to HSN success. •How did this year’s event compare to previous years? Weather -Overall, we had a ideal weather excluding two concerts. Vail Brand Compatibility 12 •How did the event support the Vail Brand? It supports the Vail Brand by providing a free concert mid week for both locals and visiting guests that is a high quality standard of entertainment. When we book the acts we are very thoughtful of our target audience, we would not book a hard core EDM act or a hip hop act that would not appeal to the masses. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 13 •How did the event impact Vail’s sense of community? Hot Summer Nights has been a local event for over 30 years drawing both drive market ‘locals’ and visiting guests into Vail. It is the place to be on Tuesday nights all summer long.It is an event that brings in young families and the hip single scene. It really does draw local’s from down valley into Vail at least once a week. Topline Marketing Efforts 14 PHOTO REEL VIDEO RECAP Potential for Growth & Sponsorships/Media Exposure 15 •How do you see the event evolving or growing next year? The best way to grow the event is to confirm bigger named performers, continue to foster a partnership with bookings for cross-promotional marketing efforts, as well as increase our digital marketing reach. •What sponsors do you plan to target next year? (Including existing and potential sponsors) Strategically partnering with local businesses to help with cross-promotion efforts encouraging increased visitors and spending in Town of Vail. •How will you leverage media exposure and extend the marketing reach next year? In addition to strategic partnerships, partnering with bands, and refining the digital marketing campaign, the VVF plans to integrate Hot Summer Nights into a larger marketing/PR effort to tell the people, events, experiences and stories of the Gerald R. Ford Amphitheater and it’s value as a place where connections are made in our community. Sustainability Efforts 16 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? We do recycle as much as we can at the GRFA. The GRFA is looking to reduce our water usage in the future. •What waste reduction methods were used during your event/program? We updated the event branding and signage to be used for future years to come eliminating reproduction of new signage. In addition, we have reduced our paper usage at HSN by no longer producing a program for this event. •How could you improve on sustainability efforts for next year’s event? Increase digital marketing efforts,and continue to work with the concessionaire on sustainable products at the GRFA. 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 Budget 17 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$550,000 CSE Funds:$27,500 Cash Sponsorship (not CSE):- In-kind Sponsorship: Police presence $2,800 Marketing Budget:$15,350 Profit & Loss: How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing Additional Information/Appendix 18 •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