HomeMy WebLinkAbout02b. Vail Dance Festival RecapSurveyed Event Recap: Vail Dance Festival 2018
Cultural, Recreational & Community Category
November 7, 2018
Vail Dance Festival, July 28 –August 11, 2018
Martin Nieves | 970.748.5908 | mnieves@vvf.org
2
Overall Event Highlights & Successes
3
•In 2018 the Vail Dance Festival celebrated it
30th anniversary season. We sold
commemorative merchandise and activated
audience surprises at select performances.
•Record ticket revenue. $815,942 generated
in ticket sales this year, which was a 7.4%
increase from the previous year.
•Launched an Artistic Reserve Fund. 2:1
match through the Doris Duke Foundation
dedicated to support unique artistic projects
and opportunities in Vail.
•$4M estimated economic impact generated
to the Town of Vail.
Questions from CSE
4
Attendance Estimate
5
•Was this the attendance you expected?
•How would you impact attendance next year?
22,150 FESTIVAL ATTENDEES
Ticketed Performances & Fringe Festival Events
Visitor Type
6
Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only
Only
7
•Of those who came to Vail for the VDF 25% were locals and 67% were overnight guests.
•Of the overnight guests who stayed in paid lodging,74% stayed in Vail.
•The average number of nights stayed by those staying in paid lodging in Vail was 3.9 nights
•The VDF produced approximately 3,069 room nights over the course of the event
•The average nightly rate paid by the VDF overnight guest was $317.
Overall Visitor Profile
8
•Who was your anticipated target demographic?
Females, ages: 45-65+
•Did you reach your target demographic? Why or why
not?
Yes, this audience has stayed consistent for the past
3 years making up over 65% of the overall event
attendance.
•What would you change to attract that audience next
year?
Enhance the messaging and information through
this demographic’s preferred channels. Providing
earlier programming information and keeping this
audience engaged all year long, not just during the
key Festival months.
Role/Importance of Event in Intent to Visit Vail
9
•92% of the respondents came to Vail specifically for the VDF. 91% of the respondents are “Very” or “Extremely
likely” to return to the VDF in the future.
•18% of the respondents had not attended in the past, and of those, 78% are “Very” or “Extremely likely” to return
in the future.
NPS (Net Promoter Score)/Likelihood to Recommend
10
•The VDF achieved a Net Promoter Score of 83, with 87% of the respondents classified as
“Promoters”.
•Overall Satisfaction with the VDF was high with a mean satisfaction rating of 4.7 on a scale of 1
to 5, where 1=Not at all satisfied and 5=Extremely satisfied.
Estimated Return on Investment (ROI) & Attendee Expenditures
11
2018 Event Funding: $48,962.00
Estimated economic impact to TOV:
$4,000,000.00
Economic impact payback ratio: $81.70
Event Strengths & Weaknesses
12
•How did the event exceed expectations?
➢We welcomed three dance companies that had never been to the VDF before and all were incredibly well
received and performed wonderfully.
➢We exceeded our ticket revenue goals and for the first time in our history broke the $800K mark.
•What are areas for event improvement?
➢We are going to continue adding live music to the VDF whenever and wherever possible.
➢We are going to continue to look for creative ways to build relationships and work with other existing non -
profit performance groups to collaborate with locally.
➢Continue to flush out and build on our Fringe Events and Activates, so that guest and attendees have
Festival related options beyond attending performances.
•How did this year’s event compare to previous years?
➢VDF 2018 was a celebration of 30 years of dance in the Vail Valley. The greatest success this year in
comparison to previous years was the non-stop, piece by piece, evening by evening, excellence of the
performances. Usually there is a specific piece or evening that stands out as the weakest moment of the
Festival, and that didn’t happen this year.
Vail Brand Compatibility
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Brand Positioning:
•Town of Vail: The Premier International Mountain Resort Community
•Vail Mountain: Like nothing on earth
•How did the event /program support the Vail Brand?
➢The Vail Dance Festival continues to present the highest level of exclusive artistic programing, coupled with the
beauty and unique venue that is the Gerald R. Ford Amphitheatre and the Town of Vail. Through our combined
efforts and continued support of our community we provide a guest experience that you simply can’t find
anywhere else in the world.
Community Contribution
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“I feel like I’ve learned a lot from interacting with
the community of the Vail [Dance] Festival. It’s
really a beautiful experience… I think [the Festival]
adds a really important and vital cultural element to
the community here.”
JUSTIN PECK
New York City Ballet
Describe how the event impacted Vail’s sense of
community:
• Sense of pride
• Family Friendly • Economically Friendly
Topline Marketing Efforts
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•Include overview of top 3 successful marketing tactics or executions
Increased video content posting through the event window. Giving
the extended audience not in Vail a glimpse of the Festival and
increasing appeal and motivation to visit in future years.
Increased individualized campaign buys for specific shows. Identifying
shows that need extra promotional support and developed targeted
campaigns via social, email, artist engagement and storytelling to
promote sales.
30Th Anniversary Celebration messaging, activation, and price
increases to boost overall revenue goals and the launch of a new
development initiative the Artistic Reserve Fund.
Potential for Growth & Sponsorships/Media Exposure
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•How do you see the event evolving or growing next
year?
In 2019 we will open on a Friday and
activate for three full weekends!
We are looking to present our first full
length story ballet at the GRFA
•What sponsors do you plan to target next year?
(Including existing and potential sponsors)
Contracted as of today: GMC,
Constellation Wines, Nature Valley, TIAA
Bank, Wild Tonic Kombucha
Targets: Lorissa’s Kitchen, Gallegos
Corporation, FirstBank, Squash Blossom,
Pepsi, Proximo, Berglund Architects,
Kendra Scott, SlimFast, an Insurance
company, Dr.Hauschka & Truffoire
•How will you leverage media exposure and extend the
marketing reach next year?
Utilizing the knowledge gained from
individualized campaign buys to curate content
towards targeted audiences to increase social
media post engagements and appeal. Matching
relevant content to what particular audiences
are wanting to see and when.
Building upon our initial Text Marketing efforts
with our new platform MobileCause. Giving the
Festival another outlet to effectively reach fans,
ticket buyers and donors.
Better utilize the social influence and reach of
Festival artists leading up to the event to
engage new and younger audiences.
Event Budget
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* Event producer to attach detailed budget for recap
Item $
Total Event Budget:$2.7 M
CSE Funds:$48,962.00
Cash Sponsorship (not CSE):$175,200 –Sales
$1,184,638.97 –Development
$815,000 –Ticket Sales
$285,000 –Grants & Gov.Support
In-kind Sponsorship:$78,280.00
Marketing Budget:$177,357.80
Profit & Loss:+$70K (Projected)
How did you use the CSE funds?
(marketing, operations, staff,
venue, etc.)
Various costs associated with the
Dance for $20.18 program
Additional Information/Appendix
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•2018 Vail Dance Festival Intercept Survey
•2018 Vail Dance Festival Stakeholders Report
•2018 Vail Dance Festival Marketing Plan
•2018 Vail Dance Festival Final Budget (projected)
Vail Dance Festival
August 2018
Prepared for:
Vail Valley Foundation
Prepared by:
Intercept Insight, LLC
PO Box 2078
Avon, CO 81620
970.331.1086
www.interceptinsight.com
Table of Contents
Table of Contents
Objectives …………………………………………………………………………………………………………………………………………………………..1
Methodology …………………………………………………………………………………………………………………………………………………….2
Overview and Summary …………………………………………………………………………………………………………………………………..3
Highlights …………………………………………………………………………………………………………………………………………………………….4
Detailed Findings
Attendee Details ………………………………………………………………………………………………………………………………6
Recommendation (Net Promoter Score)………………………………………………………………………………………….12
Event Performance……………………………………………………………………………………………………………………………15
Media/Awareness …………………………………………………………………………………………………………………………….23
Spending Habits ……………………………………………………………………………………………………………………………….26
Attendance/Revenue Generation ……………………………………………………………………………………………………..30
Accommodations ……………………………………………………………………………………………………………………………..32
Geographical Data …………………………………………………………………………………………………………………………….35
Demographical Data ………………………………………………………………………………………………………………………….37
Summer-time Hobby………………………………………………………………………………………………………………………….44
Donor Preferences …………………………………………………………………………………………………………………………….46
VDF In-person Intercept Results ……………………………………………………………………………………………………….48
End of Report
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Vail Valley Foundation invested in a third party research company, Intercept Insight, LLC, to
conduct a post event online survey for the Vail Dance Festival to help quantify decisions and increase
performance related to the event. With this insight, the VVF will be able to develop objectives to
increase the overall performance, market effectively, provide sponsors with valuable data regarding
the event, and evaluate the revenue generation and spending habits of the participants.
Objectives:
Attendee details (e.g. reason for visiting Vail, prior visitation, loyalty)
Intent to return
Quantify recommendations
Evaluate event performance
Estimate spending habits
Estimate revenue generation
Understand media effectiveness/awareness
Obtain demographical and geographical data
Determine accommodations, nights stayed, town stayed in, etc.
Venue access (e.g. drove, bussed, walked, etc.)
Objectives
1INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
The Vail Valley Foundation and Intercept Insight determined that a post -event online survey was the
best method fit for obtaining feedback from the attendees of the Vail Dance Festival . The VVF and
Intercept Insight designed a core set of questions intended to meet the objectives of the study,
including event specific questions. Once the survey was approved, the questions were programmed
into an online survey design tool.
The 2018 Vail Dance Festival was held July 28th –August 11th. Each performance during the Festival
was a ticketed event, therefore email addresses were required when ticket reservations were made.
The VVF provided those email addresses to Intercept Insight to use as the sample set for this study.
The online survey was distributed to 2,760 email addresses on August 17th. The survey was closed on
August 31st, and the data was exported into a statistical software and prepared for analysis and
reporting.
Methodology
2INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Overview and Summary
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It is important to remember that this is a tool for gathering opinions and feedback. Many of the results are presented in terms of percentages.
Intercept Insight, LLC encourages readers to consider the overall direction that is suggested rather than only the statistics. Note that the margin of
error is different for every single question response on the survey depending on the sample sizes, proportion of responses, and number of answer
categories for each question. As a general comment, it is sometimes more appropriate to focus attention on the general trends and patterns in the
data rather than on the individual percentages.
The attendance during the Vail Dance Festival was approximately 22,150 over the course of the Festival. On average, the ticket holders attended 2.5
performances, which identifies that there were approximately 8,975 individuals who attended performances during the VDF. 507 responses were
collected via a post-event surrvey, which provides a 4.2% margin of error at a 95% confidence interval with the data collected.
92% of the respondents came to Vail specifically for the VDF. 91% of the respondents are “Very” or “Extremely likely” to return to the VDF in the
future. 18% of the respondents had not attended in the past, and of those, 78% are “Very” or “Extremely likely” to return in the future. The VDF
achieved a Net Promoter Score of 83, with 87% of the respondents classified as “Promoters”. Overall Satisfaction with the VDF was high with a mean
satisfaction rating of 4.7 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied.
Of those who came to Vail for the VDF, 25% were locals and 67% were overnight guests. 63% of the attendees were from Colorado, and of the
overnight guests who stayed in paid lodging (33% of total accommodations), 74% stayed in Vail. The average number of nights stayed by those
staying in paid lodging in Vail was 3.9 nights, and the VDF produced approximately 3,069 room nights over the course of the event with an average
nightly rate of $317. The estimated gross revenue generation was approximately $4.0M (+/-20%) for the Town of Vail.
Email, VDF website, and word-of-mouth were the most effective outlets for generating awareness, and 86% knew the VVF was the producer of the
VDF. 40% attended with their spouse/significant other, and 23% attended with family (including children). The average age of the respondents is
61.0, and the average age of children under 18 in attendance was 11.2. 68% earn a household income of over $100K. 91% have at least a four year
degree, and 90% own their home. Hiking, traveling, and rest/relaxation were the most mentioned favorite summer-time activities. The most
commonly selected lifestyle categories were: Art/Culture, Sports Enthusiast, and Traveler
Highlights
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INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Total completed surveys –507
Sample size provides statistical validity with an error rate of 4.2% at a 95% confidence interval
Attendance –22,150
Estimated revenue generated for the Town of Vail -$4.0M (+/-20% error level should be considered)
Net Promoter Score –83
Overall Satisfaction –4.7 (using a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied)
92% of the attendees came to Vail, CO specifically for the VDF
82% of the attendees had attended the VDF in the past
Average number of performances attended –2.5
91% are “Very” or “Extremely Likely” to return in the future
78% of the first-time visitors are “Very” or “Extremely Likely” to return in the future
Email, VDF website and Word-of-mouth were selected most when asked, “How did you hear about, and/or where did you see advertising for this event?”
Locals –25% | Overnight Guests –67% (Came specifically for event)
74% of the attendees staying in paid lodging stayed in Vail
Average nights stayed in paid lodging in Vail –3.9
Estimated number of room nights generated by the VDF –3,069
Estimated average nightly rate -$317
Average age of attendees –60.1 | Average age of children < 18 in attendance –11.2
Favorite summer-time hobbies –Hiking, traveling, and rest/relaxation
Lifestyle categories –Arts/Culture, Sports Enthusiast, and Traveler
Attendee Details
Reason for Visiting Vail, CO
6INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
92% of the respondents came to
Vail, CO specifically for the VDF in
2018.
67% of the respondents that
came to Vail, CO specifically for the
VDF were overnight visitors.
25% of the respondents that
came to Vail, CO specifically for the
VDF were Local visitors.
0%
20%
40%
60%
80%
100%
Came for the Festival Heard about the Festival after I arrived
75%
25%
77%
23%
67%
33%
70%
30%
89%
11%
93%
7%
92%
8%
93%
7%
92%
8%
VDF -Reason for Visiting Vail
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =507
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State International
47%
3%
23%26%
0%
49%
8%
21%21%
1%
51%
5%
25%
18%
1%
44%
6%
27%
21%
2%
27%
6%
42%
24%
1%
39%
4%
31%
25%
1%
26%
6%
39%
28%
1%
23%
8%
42%
27%
0%
25%
8%
35%31%
1%
VDF -Came for Event by Market Segment
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =466
Attendance
7INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Reserved seating Lawn seating Both reserved and lawn seating
71%
14%15%
66%
18%16%
58%
26%
15%
66%
20%
14%
VDF -Ticket Type
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =507
0%
20%
40%
60%
80%
100%
40%
34%34%
26%26%24%22%21%16%14%10%10%8%6%5%4%4%3%1%0%0%
VDF -Event Attendance
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018
Prior Attendance
82% of the VDF attendees are returning guests.
18% of the VDF attendees are first-time attendees.
Respondents attended approximately 2.5 performances over the course of the
Festival.
8INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
First-year Attendees Returning Guest
29%
71%
37%
63%
30%
70%
31%
69%
21%
79%
2%
98%
18%
82%
23%
77%
18%
82%
VDF -Prior Attendance
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =507
Intent to Return
9
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Not at all likely Not very likely Somewhat likely Very likely Extremely likely
3%3%
10%
17%
69%
1%2%
19%17%
61%
0%1%5%
37%
56%
2%
12%
28%
58%
1%1%
7%
17%
74%
1%1%5%
15%
78%
0%1%5%
16%
78%
0%1%
6%
22%
71%
0%1%
7%
17%
74%
VDF -Intention to Return
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =507
On average, 89% of the respondents
are 'Very' or 'Extremely Likely' to
return in the future.
0%
20%
40%
60%
80%
100%
Not at all likely Not very likely Somewhat likely Very likely Extremely likely
9%7%
28%
17%
40%
0%
6%
39%
20%
35%
5%
13%
55%
28%
5%
32%
38%
25%
2%
10%
88%
20%
40%40%
2%2%6%
31%
60%
3%
15%
32%
50%
1%3%
18%
34%
44%
VDF -First-time Attendees Intention to Return
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =89
On average, 76% of the first-time
attendees are 'Very' or 'Extremely
Likely' to return in the future.
Travel/Access
10
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
22%
78%
27%
73%
28%
72%
28%
72%
VDF -Shuttle Usage
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =507
0%
20%
40%
60%
80%
100%
Drove Flew to Denver,
took shuttle
Flew to Denver,
rented car
Flew to Denver,
other access
Flew to Eagle/Vail,
took shuttle
Flew to Eagle/Vail,
rented car
Flew to Eagle/Vail,
other access
Other access
(specify)
73%
3%
10%
5%
1%3%4%2%
70%
4%
15%
5%1%2%2%2%
73%
2%
15%
4%1%2%1%2%
61%
4%
19%
6%
1%2%3%3%
VDF -Destination Access
(Asked only of destination guests)
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =353
Recommendation
Recommendation
The Net Promoter Score is calculated using data collected from the following question: “On a scale
of 0 to 10, where 0=Not at all likely and 10=Extremely likely, how likely are you to recommend the Vail
Dance Festival to a friend or family member?
Those who rate a ‘9’ or ‘10’ are called “Promoters”. Those who rate a ‘7’ or ‘8’ are called “Passive
Supporters”, and those who rate ‘0’ to ‘6’ are called “Detractors”.
The Net Promoter Score (NPS) is calculated by subtracting the percentage of “Detractors” from the
percentage of “Promoters”.
12INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
83 84 87 85 84 79 89 87 83
-50
-30
-10
10
30
50
70
90
0%
20%
40%
60%
80%
100%
2010 2011 2012 2013 2014 2015 2016 2017 2018 Net Promoter ScoreRecommendation DistributionAxis Title
Vail Dance Festival -Net Promoter Scores
Promoters Passive Supporters Detractors Net Promoter Score
Recommendation
13INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Dance Festival -Increase Recommendation
•When you offer free tickets as part of a donation don’t limit when you can use them
•Varied groups. Such as the Chicago Hubbard dance group
•Too much modern dance/ what happened to ballroom and classic ballet?
•The event was WONDERFUL! Vail is too expensive.
•Stop the same old same old, it has lost having international companies and keeps repeating same NYCB & ABT dancers
•Reduce ticket prices
•Posting pictures of the Tutu Tea Party
•Out of your control, planned the trip to see Misty, weather.
•Offer more modern and ballroom dance.
•Nothing. You are excellent. I just don't know many people who be interested in going.
•Much less talking from the stage. Less talk, more dance!
•More up beat dancing styles like lil buck. More balanced so less ballet
•MORE TAP! More diversity in offerings. (Not the same stuff every year)
•More programming of longer works, such as the whole "Other Dances"
•More parking space, and closer
•More opportunities to observe the collaborative process
•More inexpensive seats available
•More classical ballet
•More classical and ballroom dance -less funk and weird stuff
•More ballroom. Too much ballet
•Make the tickets more affordable -look how quickly $20.18 sold out
•Make sure you use the screen to enhance the experience for lawn sitters
•Make $20.18 start earlier in the evening or another kid friendly show that starts earlier.
•Lower the ticket price
•Limit the amount of people that can attend. The lawn seating get so full, people can barely move. It never used to be like th at.
•It would be great to see more variety in the types of dance that are shown. I was hoping to see more international/ethnic/cul tural dance. I was disappointed in the vast majority being standard ballet. I was not expecting that since it
was the “International” night that we went to.
•Invite some smaller dance companies from the Northwest to participate
•Include greater variety of dance styles. The event has been very heavy with ballet. Also loved the “dancing with the stars” type theme from a few years back.
•I'd like to see more from dancers who are not based in NYC. If ticket prices were a bit lower, that would be nice too.
•I loved the festival, but don't have so many friends or family members that would appreciate it.
•I have spread the word for years
•Have the dancers on the bill actually dance
•Have separate lawn seating area for chairs and blankets
•Have no friends who do not know about it
•Have more classic ballet on international night
•Go back to the roots with dance and choreography from all over the world
•Give “rain checks” when there is lightning.
•Free parking
•Free drinks
•Format too repetitious. Would prefer structure like Bravo
•Famous dancers
•Enforce no video/photography rules and stop people who talk throughout the performance
•Do different and new material!!!
•Cut out the weird performances (like the two guys at International Evening II) and bring in a few people from outside NYC.
•Cost, timing (it usually happens around Douglas County back to school --wish it were in July)
•(1)Include youth from local schools in dance education and participation in the programs. (2) Change format from the 2018 pro gram--classical ballet first half of program, contemporary 2nd half. (3) Is the "international" aspect
history--it was in 2018.
Event Performance
Hierarchy of Customer Satisfaction Needs
Basic Requirements Met
Promised Requirements Met
Satisfaction
Scores from
4.5 –5.0
Attractive Surprises Met
Satisfaction Scores from 1.0 –3.4
Satisfaction Scores from 3.5 –4.4
The Customer Delight Principle was designed to identify shortcomings within a business and to improve satisfaction. Satisfac tion can be
measured along a continuum and can be broken out into three major points:
•Discontentment –customers needs are simply not being met.
•Merely Satisfied –meeting customers needs, but not doing enough to distinguish among competition.
•Delighted –meeting and exceeding the customers needs and expectations
Terry Keiningham and Terry Varva, 2001,The Customer
Delight Principle, Google Book Search, viewed 6/23/2008,
http://books.google.com/books?id=ot8oD9B2Ck8C&dq=cus
tomer+Delight+Prinicple&pg=PP1&ots=VOXp3xEU0J&sig=9
VbRewC5X8MN3xs2vDpmuS9muNk&hl=en&sa=X&oi=book_
result&resnum=1&ct=result
15
Attribute Satisfaction
Each person surveyed was asked to rate their satisfaction level with several attributes of the Vail Dance
Festival on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied. This graph displays the
percentage of those who rated a ‘4’ or ‘5’, as well as the mean satisfaction rating of each attribute.
16
96%92%89%93%96%
75%79%
96%
88%89%93%98%
75%75%
93%
69%
77%
91%87%
95%
87%
94%95%
87%
71%72%
93%
62%
72%
87%85%
4.8 4.6 4.5 4.6
4.8
4.2 4.34.7
4.5 4.5 4.6
4.8
4.1 4.1
4.6
3.9
4.1
4.5 4.4
4.7
4.5
4.7 4.8
4.4
4.0
4.1
4.6
3.8
4.0
4.4 4.4
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
0%
20%
40%
60%
80%
100%
120%
140%
160%
Vail Dance Festival -Event Attribute Ratings
Percentage who rated a '4' or '5' 2016 Percentage who rated a '4' or '5' 2017 Percentage who rated a '4' or '5' 2018
Mean Rating 2016 Mean Rating 2017 Mean Rating 2018
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Dance Preferences
17
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018 2016 2017 2018
Classical Ballet Contemporary Ballet Hip Hop/Street Dancing Tap Dance Modern Dance
14%13%16%15%16%12%16%20%21%
10%18%21%14%20%15%
80%73%72%82%79%81%70%66%65%
73%
75%71%79%71%77%
6%14%12%3%5%7%14%14%14%17%
7%8%7%9%8%
VDF -Dance Styles Preferences
Not Enough Just About Right Too Much
Dance Preferences
18
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No Other (please specify)
80%
11%9%
VDF -Did you feel our new LED screen at the Gerald R. Ford
Amphitheater enhanced your experience?
(Asked only of those who sat in the lawn)
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =174
0%
20%
40%
60%
80%
100%
Extremely good Somewhat good Neither good nor bad Somewhat bad Extremely bad
46%
33%
9%10%
3%
VDF -Please rate how well your sight line was to the new LED screen.
(Asked only of those who sat in the lawn)
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =174
One Change Comments
19
•Vail Dance Festival -One Change Comments
•You DID upgrade my lawn seat to Handicap which was really needed and WONDERFUL!
•You all do a great job...
•Yes. Please have a live person open the evening rather than a recording! It seems impersonal and tacky.
•Yes. Do not have the same performances as the year before. If I saw "This Bitter Earth" performed once more, I would know all of
the choreography by heart. Isabella Boylston is such a beautiful and talented dancer. Why is she performing the same pieces
year after year?!
•Yes, not exclude Balanchine performances
•Yes, invite lawn seating to reserved seats after the intermission, especially if it's raining
•Wish we had more access to reserved tickets, especially for events like Dance 20.18, but I guess we would have to be donors.
•When you invite somebody to a VIP reception, you should give them something to eat. ANYTHING! No food, no drink! Horrible!
•What happened to the "International" component in the International nights. It seems to be gone. There seems to be less variety
than in past years.
•What happened to ballroom ?
•Well since the rain was coming, shorter intros and intermission would have helped us poor ($) lawn people, but I understand the
need to take care of the money.
•Web ticketing very difficult to use
•We were seated in the lawn while raining and hailing. It would be nice if the lawn could be covered as well by a tent
•We thoroughly enjoyed our evening with Caroline Shaw and the interplay with music and sound -more of that!
•We think it’s perfect. It is our highlight of the summer!!
•We sat stage left in the last row of the pavilion where the view was partially blocked when dances were upstage left. This was a
bit annoying. If a solution could be found, it would enhance the experience. As well the side lighting (in our case down stage
right, but I suspect the same would be true for those at the opposite side of the pavilion) could have been shielded to keep it
more our of our eyes.
•We like seeing new choreography (not repeated year to year).
•We had rain, so just be sure the chair/umbrella rules are enforced so everyone can see.
•We got the last two tickets for reserved seating, and we were way over on the side, so our sightlines weren't the best.
•We felt 'in the dark" regarding the contemporary ballet pieces. We are unfamiliar with the form.
•We came early to get a good spot on the lawn, we were at the very front of the lawn but once the performance started, we were
right behind the cameras and our view was largely blocked. It would be nice to have some sings for 'blocked view'.
•We are a 1 hour drive away. We asked our friends to join us (3.5 hrs. away) to see Misty Copeland. I understand that dancers get
sick, but that should have been announced long before curtain opens.
•Was not aware of ADA seating option for lawn seats at the time of purchase. Would have been nice to have been told about that
option.
•Wanted to buy merchandise but did not know where to buy it
•Variety of dances from various regions
•Use the same tickets that bravo vail uses with the bigger print. It makes it easier for older people to read the seat numbers
without having to get out reading glasses.
•Up Close was too short this year. Alonzo King used too much improv by company dancers in park at Avon but overall performance
was good.
•Turn on the lights between dances so we can read what is the next dance and the dancers.
•Too many tickets were sold for the lawn making it a very uncomfortable experience. Limit the number of tickets sold by 25%
•There were too many solos and some of the solos were far too long.
•There were too few International participants this year. Visa problems? Also, I missed ballroom, esp. the Tango master. His
patent leather shoes match his hair!
•There was no ballroom dance in the Int’l Dance II event. Way too much classical ballet, which was very repetitious.
•There should not be additional charge for parking. This should be considered part of the ticket price.
•The wings on stage interfere with the views of the exterior seats in sections 1 & 4. This needs to be addressed. Also, have a
matinee or earlier performance for families with young children. The start time of 7:30 and end time of 9:30 is hard for children
•The weekend performance on the weekend of Aug 3/4 was sold out and IA WAS BUMMBED IS ALL ??
•The staff should NOT allow lawn patrons to access empty reserved seats anytime during the performances!
•The shirts were mostly sold out on closing night and would have liked to purchase one.
•The red wine gave me a headache and I was charged for a 9 oz. when I only received and asked for a 6 oz. I called the theater and
left a message for them to call me back about overcharging and no one has returned my call. Also, the waiters should not stare
very the screen while entering tip amounts I found it to be an obnoxious tactic and made me not want to leave a tip.
•The music this year was up three notches! Loved! More innovative live music please!
•The headliner, Misty Copeland, needs to show up. Or don’t book her.
•The ABT male performance was boring they needed more females. I lost interest and the toga costumes were disappointing
•Tell us why it’s so had to get reserved seats the MINUTE the tickets go on sale, even when one is a festival fan club member
•Vail Dance Festival -One Change Comments
•Starting time 7:00 not 7:30. It gets too late.
•Starting at 7pm rather than 7:30pm
•Sound is too loud.
•Slightly longer interval in order to prevent rushing back to seats. Advice on dress code would have been helpful.
•Skip the war horses, e.g. Swan Lake
•Since there is nowhere else to say this -don't schedule a fringe event that conflicts with the Open Bowls fundraiser -2 nd Friday at noon
•Silly, but more medium t-shirts, that was what my daughter wanted me to bring back, and only medium was damaged had to take it back
for a large (too big), but I was there in middle of festival not end so surprised no medium T-shirts. Overall wonderful, wonderful show!!!
•Sight lines at outdoor amphitheater are horrible, especially for the price.
•Shuffle needs to continue to run the last night of festival. People leave late from the party and there are no buses running.
•Should have opportunity to attend more rehearsals.
•Shorten the intermissions
•Separate area on lawn for chairs and separate area for blankets
•Sell t-shirts
•Sell numbered lawn seats or sections
•Seating need improvement to angle of view....too many heads in way of my $100+ ticket
•Screens on the right and left for lawn seating. Couldn’t see the middle screen
•Schedule the Tap Dance INSIDE at Beaver Creek in lieu of the GRFORD Amphitheater. Offer two TAP Dance performances
•Return to more classical dance
•Retain Damian Woetzel FOREVER
•Reach out to new ballet companies and dancers ie:San Francisco Ballet to dance at the International Dance evenings. We were captivated
by the dancers from the Royal Ballet. In regard to selections from Broadway musicals, we do love the Broadway evening with the New York
Symphony. Each year we look forward to a program with new dancers.
•Provide more information about Vail
•Programming changes
•Prices for fairly short performances are too high.
•Post pictures of Tutu Tea Party to the FB group so we can see
•Post on website when there will be a substitute. I went to see Misty Copeland in the pouring rain, only to find out she was not going to
perform. This could have also been posted at the entrance. Instead this info was withheld until the moment the show started.
•Please offer more master classes, with different times during the day. I felt that most of the "big names" occurred very early in the Festival.
Please spread them around a bit.
•Pass out umbrellas and tarps -free shuttles to Avon
•Parking
•Our first experience was perfect!
•Organization in the parking lot and the lawn sites
•Opening night should feature more of all the great artists...i.e. lil Buck. Dorrance. Etc...
•Only interested in the event itself, not all the side offerings
•On-stage intros and chatting to the audience spoils the magic. Decrease it.
•Ok for me and family
•Offer signed toes shoes for sale
•Offer posters with dance photos
•Offer multi-day tickets and have rain ponchos or umbrellas available for sale
•Offer gluten free dairy free food options, even if prepared from frozen foods.
•Offer discounts on 3 or more performances?
•Offer a discount for reserved seating to locals other than the 2018 night
•Offer a better wine selection!
•Nothing since we enjoy everything about this fabulous festival.
One Change Comments
20
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•Vail Dance Festival -One Change Comments
•Nothing Now was excellent. I loved the composer in residence.
•Not that I can think of.
•Not that I can think of, this year was fantastic
•Not sure what that would be...
•Not interested in seeing performances from previous years repeated. Same artist ok, but not same performance. Seats on the side have
sight obscured by huge black barriers on stage. Not a good buy.
•Not have as much repetition of performances (acts within performances)
•Not enough rise in the seats for good visibility
•Not allow "lap" children or children under, maybe the age of 5, in reserved seating. They were VERY distracting behind us: talking non-
stop, fidgeting, overall not "mature" enough to enjoy the show (maybe OTHER performances. Hip hop? might be acceptable). given I
paid $150 for a ticket and drove 4hours RT, I was not pleased with 3 kids being behind me for Free.
•No. Fabulous
•No Hip Hop
•No -it is one of the best organized and enjoyable festivals I’ve attended!
•Never let tiler peck sing again....
•My daughter, a teen, is conservative with her money and didn't get a t-shirt or other merchandise when we entered before the show. By
the time she realized that she really wanted a t-shirt, the vendor had closed. I couldn't find anything online about the possibility of
subsequently getting merchandise, and I couldn't find a phone number or email that seemed right. My two emails to the only em ails
listed on the related websites have gone unanswered. This has added a touch of sadness to an otherwise great experience.
•Multiple dance companies like Bravo with music
•Move musicians to center stage so sight line is better. Could not see them in either performance I attended
•More written background in the program
•More variety in the styles of dance shown.
•More variety in the artists. It is the same artists year after year.
•More variety and more at the Vilar
•More variety -I loved the ballroom dance a few years ago, flamenco, having some other styles included would be great!
•More transparency about early reserved seating purchase opportunities
•More ticket availability at more affordable pricing; more Latin and hip hop type dancing
•More tap!
•MORE TAP :)
•More tap
•More signs directing people how to walk to the festival from Vail Village
•More seats :)
•More people taking tickets and checking bags
•More parking
•More nights of International Dance Festival-2 nights isn’t enough!
•More modern dance. This was the best festival in my eyes. I like the new creative dance.
•More master classes for students
•More live music
•More live music
•More Lil buck he is the number one dancer in the world why not highlight HIM?
•More international; less New York
•More golf carts after the performance
•More full evening ballet similar to the ABT performance
•More fringe events, especially with dancers. And the West Side Story event was superb.
•More free afternoon performances/experiences.
•More detailed information about the performances in advance to make it easier to decide what to attend
•More companies performing on the international nights
•Vail Dance Festival -One Change Comments
•More companies from outside US
•More classical ballet!!!
•More classical ballet please
•More classic ballet
•More choice in dance performed
•More ballroom. What happened to ballroom?
•More available seats
•More affordable tickets
•More Affordable -teacher/ student price
•More access to observe the collaborative process.
•Mix classical performance with contemporary rather than first half classical and second half contemporary. Showcase dancers
from "World of Dance" performers (tv show).
•Miss the European dancers.
•Maybe add on open rehearsal? overall I am very happy with the festival
•Make the website more user friendly to purchase tickets
•Make drinks more affordable
•Make covered seating more affordable for families like offer a family package
•Make adult lawn pass a little more affordable (but thank you for great student prices!!)
•Lower ticket prices so I could come to more performances
•Lower ticket prices and I would have attended more nights
•Lower the volume of music before after & intermission
•Lower price
•Loved the experience
•Loved Kill Buck but we need a change. Also, I did not care for the tap dancers.
•Love to dine before events vs snacking
•Longer performances....
•Let us know the performers in each piece when we purchase tickets. Tickets are expensive but worth it to see my favorite
dancers
•Let us bring in our own beverages.
•Less of the cross-discipline choreography and more display of individual virtuosity of principal dancers at the international
evenings, to differentiate those performances from the $20.18 review.
•Less of “street/rap dancing “
•Keeping Damien involved as he has been.
•Keep up the good work
•Keep the Festival happening.
•Keep it coming!
•Keep doing what you are doing!
•Just keep doing this beautiful even
•Just keep doing it!!!
•It’s perfect
•It’s amazing I can’t think of anything!
•It would be nice if International Evenings of Dance was more international. Plus Evening II was a bit of a let down this year.
•It would be fun to have a 4-pack, pick your own
•It was awesome I took my 85 yr. old mil who has lived in Vail since 1962 she loved it
•It is a beautiful venue for dance -I have only been to the opening night performances for the last 2 years -would need to go to
more nights to answer -logistics leaving could be improved
One Change Comments
21
INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
•Vail Dance Festival -One Change Comments
•Invite our friend Aparna Ramaswami to be a performer
•Insure that Michelle Durance returns
•Info of type of dance each night to chose better the event you want to attend
•Increase space for handicapped golf cart shuttle. Provide seating at golf cart shuttle stops.
•Increase food offerings
•Include small side with entrees
•In't evenings #1: too much classical ballet. LOVED Lil Buck -wish Blues project or ballet hispanico or Lines had been included
•Improve the International Evenings, which are repetitious and boring. Also, the second evening, which I attended, was not equal to
the first.
•Improve parking availability!!!
•Improve merchandising
•II was not up to par this year. It felt unrehearsed, not well cast and it was the worst performance I have ever seen at the festival
•I would very much appreciate much more variety of dance styles. There's much too much classical ballet for my tastes.
•I wish I could be there for the entire festival!
•I was totally unaware of a LED screen and we sat in the pavilion and on the lawn. Where was it?
•I needed ADA seating and was told sold out many ADA seats available once I arrived but I had already purchased a rental chair
•I miss seeing the tango dancers that had been included in the international nights in past years.
•I love it. Perhaps offer packages with food, Lodging, or multiple night performances.
•I hope you will spend more time on staff/volunteer training. In my attempts to buy merchandise, I was ignored and brushed off more
than once. It was quite at odds with the spirit of the festival and I found it very off-putting.
•I can't think of anything!
•I can't think of anything right now -you can't control the weather.
•I am so tired of repeat performers, Lil Buck and Michelle Dorrance in particular.
•Hold this festival elsewhere in Colorado
•Healthier snack and beverage options
•Have Tiler Peck take a curtain call...
•Have the dancers on the bill actually dance
•Have separate line for baggage screening so that those with nothing to screen can get in sooner
•Handicap parking accessibility and additional spaces
•Great experience, can’t think of one
•Give rain checks. I had hoped to see Misty Copeland but she was ill. I would love her to perform there more!
•Give out program earlier
•Give advanced information regarding parking for out of towners
•Get rid of the school kids performance
•Get rid of that tap dancer. She taps as though she is angry at the world.
•Get more new dance companies I go less each year when I have seen the same people even though they are extremely talented. I
can’t justify the cost for the same type of performances. I realize it is very difficult to book new companies to come here.
•Fully staged classical ballet
•Fresh fruit was moldy on the meat and cheese platter, then they offered another and it was bad too. Did not offer anything but a
refund. Disappointing.
•Free parking close to event
•For any of the tap dancing, more stage mics; it was hard to hear the dancers' sounds!
•Fewer "political" pieces
•Family bathroom
•Extend the shelter farther back into the lawn to create a shield against rain
•Explain type of dance featured in a performance better for a novice to understand.
•Vail Dance Festival -One Change Comments
•Ensure that the new LED screen is fully functional or alternatively turn it off totally
•Encourage people who don’t go to the dance turn in there tickets to resell them so there are no empty seats for performances.
•Eliminate the “Fans” ticket
•Easier parking
•Ease in purchasing tickets
•Earlier performances
•Don't have the Festival during monsoon season in Vail. I would come to more performances.
•Don't bring the contortionist
•Dining before improved
•Didn't realize there were fringe events until I saw program
•Design the printable tickets so that each ticket do not use a whole sheet of paper and unnecessary amounts of ink
•Control the rain! hee hee
•Continue to bring in new dancers
•Can't decide between the two things I mentioned earlier!
•Buying tickets was bad. Your page locked up for a long time. I did not get the tickets I wanted.
•Building a roof over the lawn I guess is not an option....? ....or has it been brought up? Everyone was nice except the girls seeking the
merchandise. They acted quite snobby, were a bit unhelpful and it was a turnoff. I believe you could sell way more product if you
could visibly sort your shirts into organized piles indicating sizes. What they had on the table was extremely limited. They should be
super friendly, these girls, explaining they have more shirts in the boxes behind them. It appears you've used the artist Gehring for
more than one year. Some of us are not a fan and would rather have a more sophisticated image. You would have sold more, at
least to my professional dance son and his mom, a professional ballet teacher, if you'd ha a different design. I was glad to find the
sweats with the logo and a nice sharp grey warm up jacket with just the logo the next night.
•Bring in more classical ballet
•Bring dance participation to a wider age range of dance lovers! (not in performance but perhaps a class or two?)
•Bring back Harlem Dance Group
•Bring back Dorrance Dance Blues Project!
•Bring back ballroom dancing
•Bring back Ballroom
•Blog in vail daily of from Artist in Residence and/or interns on their daily experience. I liked on closing night when lady fr BalletX spoke
about what it meant to be at Vail. Id like to hear that they get to do Vail things in addition to dancing
•Better T-shirt’s, the one I wanted was only offered in youth sizes
•Better food
•Ballet X was not as creative & stimulating as they have been. Would greatly improve w new, innovative music
•Ask Finis Jhung or someone similar to lead an adult absolute beginner classes in the morning/afternoon.
•As an usher and patron, I would appreciate equitable seating among the usher volunteers over all the festival performances. Same
group always in preferable volunteer seats.
•Announce in advance the program for the International Evenings
•Allow some access to rehearsals/pre-performance discussions
•Allow people to stand under the ceiling when it rains
•Allow lawn chairs on lawn area
•Advertise more details of the events
•Additional fringe events; show(s) that start or are available at the amphitheater earlier.
•Add some longer works, the programs feel a bit short for the price of the seats, but the dancers are top notch
•Add more contemporary ballet and modern dance to the Program.
•Add more contemporary
•Limit performances where children are free. Small children don't belong to just any performance and can be noisy and distracting.
•Do you only thing that I did not like is that you repeated some performances from last year also I attend every night, and sometimes
you perform the same at two or three different days, I think all the acts should be different and new
•Allow seating in-between dances
•Advise attendees to arrive an hour early to secure parking we were late because we couldn’t find any
Media/Awareness
Media/Awareness
23INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Vail Dance Festival -Media/Awareness "Other" Comments
First time I came Bolshi Ballet was performing
Don’t remember...lived in valley 28 yrs.
Dancer's social media
Checked Ballet Hispanico Dance Schedule
Celebrate the Beat program
Bravo Contributor
Boulder Ballet
Board member. Ballet X
Advertised with conference information
ABT press release
5 fold of all perfect w schedule at a glance
0%
20%
40%
60%
80%
100%
14%
50%
14%
0%
3%
6%
1%
14%
30%
14%
2%
7%
12%
2%
15%
4%
53%
15%
11%
0%1%
5%
1%
5%
10%
54%
5%
0%
17%
1%
4%4%
1%
38%
41%
27%
38%
2%
17%
7%
0%
9%
6%
2%
61%
46%
18%
61%
3%
20%
7%
0%
6%
4%2%
44%44%
25%
44%
6%
17%
9%
4%6%
2%
0%0%1%
38%38%
26%
19%
5%
13%13%
3%5%
2%
0%1%1%
44%
39%
25%
17%16%
12%11%
6%5%5%4%3%
1%1%1%0%
VDF -Media/Awareness
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018
Social Media/VVF Awareness
24INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
67%
34%
62%
38%
77%
23%
73%
27%
90%
10%
98%
2%
86%
14%
85%
15%
86%
14%
VDF -Did you know the VDF is a project of the Vail Valley Foundation?
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =507
0%
20%
40%
60%
80%
100%
None of these Facebook Instagram YouTube Other (please specify)Snapchat Flickr
83%
27%
8%
1%
63%
26%
12%
4%3%1%0%
VDF -Social Media Usage
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018
Spending Habits
Spending Habits
26INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph demonstrates the spending habits of those who came to Vail, CO specifically for
the Vail Dance Festival and stayed in paid lodging. The accommodation spend is equal to only
those who stayed in paid lodging in Vail, CO.
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
Lodging Spend Dining Spend Retail Spend Activities Spend Total Spend
$972,406
$424,248
$241,752 $154,334
$1,792,740
VDF -Household Spending of Guests Staying in Paid Lodging
Only those who came for the Event
Lodging Spend is equal to only
those who stayed in paid
lodging within Vail.
Spending Habits
27INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph demonstrates spending habits of those who came to Vail, CO specifically for the
Vail Dance Festival and stayed overnight somewhere other than in paid lodging (e.g. 2nd home,
timeshare, friends/family, etc.).
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000
$900,000
$1,000,000
Dining Spend Retail Spend Activities Spend Total Spend
$451,286
$215,050 $230,670
$897,005
VDF -Household Spending of All Other Overnight Guests
Only those who came for the Event
Spending Habits
28INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph demonstrates spending habits of Local and In-state Day visitors who came to Vail,
CO specifically for the Vail Dance Festival.
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
Dining Spend Retail Spend Activities Spend Total Spend
$130,234
$10,457
$46,580
$187,271
VDF -Household Spending of Local and In-state Day Visitors
Only those who came for the Event
Attendance and Revenue Generation
Attendance and Revenue Generation
30INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
This graph represents the estimated Total Attendance, Total People, Total People (Came for Event), and Gross
Revenue Generation for the Town of Vail. Total Attendance is the estimated number of people that attended
over the course of the Event. Total People accounts for the average number of days people attended. Total
People (Came for Event) accounts for the percentage of those who planned their trip to Vail, CO for the Event,
and is the sample set used for the estimated Gross Revenue Generation.
2018 Vail Dance Festival estimated revenue generation for the Town of Vail: $4.0M (+/-20%).
15,649 17,590 18,000 16,700
20,760 19,937
22,138 22,768 22,150
5,839 6,230
10,705 9,947 9,353 7,930 8,971 10,147 8,975
4,379 4,733
7,815 8,057 8,354 7,380 8,253 9,467 8,250
$1,045,683
$1,274,153
$1,731,422
$3,266,211 $3,434,455
$3,058,615
$3,660,166 $3,819,892 $3,998,155
$(1,500,000)
$(500,000)
$500,000
$1,500,000
$2,500,000
$3,500,000
$4,500,000
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
2010 2011 2012 2013 2014 2015 2016 2017 2018
VIDF -Estimated Attendance and Revenue Generation
Total Attendance Total People Total People (Came for VIDF)Gross Revenue Generation
Accommodations
Accommodations
32INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
1 - 2 3 - 5 6 - 7 8 - 10 11 - 14 15+
25%22%24%
10%6%
13%
19%
32%
23%
5%4%
18%
28%23%22%
4%2%
21%
26%
15%
22%
7%
12%
19%
41%
27%
14%
7%7%4%
34%
20%21%
10%7%9%
30%34%
15%
8%7%5%
47%
26%
8%6%8%4%
32%32%
17%
10%7%3%
VDF -Nights Stayed Categories
(All Accommodations)
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =272
Average nights stayed (all accommodations) -4.8
Average nights stayed (paid lodging in Vail) -3.9
0%
20%
40%
60%
80%
100%
Paid Lodging Friends/Family 2nd Home Timeshare Primary Residence Other Day Trip
23%
10%14%
5%
48%
2%
23%
13%15%
7%
37%
6%
20%
8%
17%17%
34%
1%4%
26%
7%
19%
11%
31%
0%
5%
36%
7%
21%
7%
24%
1%5%
22%
5%
28%
4%
36%
1%4%
35%
7%
22%
6%
24%
1%
6%
38%
9%
18%
6%
21%
1%
7%
33%
7%
23%
6%
23%
1%
7%
VDF -Accommodations
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =507
Accommodations
33INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Vail Beaver Creek Avon Edwards Dillon/Silverthorne
57%
10%12%
7%
58%
16%
5%
9%
61%
12%
9%
3%
66%
7%8%
3%
63%
5%9%8%
59%
13%
7%6%
65%
5%
10%
6%
2%
59%
5%
10%
4%2%
59%
10%10%
6%3%
VDF -Top 5 Towns Stayed In
(All Accommodations)
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =355
Geographical Data
Geographics
35INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Colorado Resident Non-Colorado Resident
68%
32%
64%
36%
67%
33%
63%
37%
67%
33%
70%
30%
67%
33%
68%
32%
63%
37%
VDF -State of Origin
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =507
0%
20%
40%
60%
80%
100%
Local In-State Day In-State Overnight Out-of-State International
44%
3%
22%
30%
1%
37%
6%
22%
34%
1%
34%
4%
28%32%
1%
31%
5%
27%
34%
3%
24%
5%
39%
30%
2%
36%
4%
30%29%
1%
24%
6%
37%32%
1%
21%
7%
40%
31%
0%
23%
7%
33%35%
2%
VDF -Market Segment
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =507
Demographical Data
Demographics
37INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
68% of those attending with
“Family (including children)” were
attending with children under 18.
The average number of children
under 18 in attendance per family was
1.8.
The average age of children under
18 in attendance was 11.2.
0%
20%
40%
60%
80%
100%
Yes No
63%
37%
85%
15%
75%
25%
69%
31%
69%
31%
79%
21%
68%
32%
VDF -Attended with Children < 18
(Asked only of those who attended with 'Family (including children)')
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =117
0%
20%
40%
60%
80%
100%
Self Spouse/significant
other
Friends Only Family (including
children)
Family (not including
children)
Group/work
colleagues
Family and friends
10%
34%31%
14%
6%1%5%6%
36%
21%
14%
8%
1%
15%
9%
27%
20%
25%
10%
1%
7%9%
36%
22%
17%
9%
2%6%7%
42%
21%22%
6%2%4%
44%
26%
19%
7%
0%
8%
39%
24%20%
9%
0%5%
37%
22%25%
9%
1%6%
40%
23%23%
7%
1%
VDF -With Whom Attended
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =507
Demographics
38INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Married w/ children living at
home
Married w/ children not living
at home
Married w/o children Single w/ children living at
home
Single w/ children not living
at home
Single w/o children
20%
39%
10%
3%5%
23%19%
41%
11%
1%6%
22%
28%
37%
8%5%5%
17%
24%
50%
11%
0%5%
10%
18%
43%
14%
3%
10%12%13%
52%
13%
1%
6%
14%13%
44%
17%
3%
8%
15%17%
39%
16%
4%
9%
16%19%
41%
13%
3%
10%14%
VDF -Family Status
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =494
0%
20%
40%
60%
80%
100%
Own Rent
82%
18%
86%
14%
91%
9%
95%
5%
92%
8%
97%
3%
91%
9%
90%
10%
90%
10%
VDF -Own vs. Rent Primary Residence
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =479
Demographics
39INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Some High School High School Some College Associates Degree (2 year)Bachelor's Degree (4 year)Post Graduate Degree
3%4%2%
48%
43%
1%2%4%4%
41%
48%
3%4%2%
34%
56%
0%1%
6%4%
33%
55%
6%3%
36%
55%
1%1%4%4%
32%
58%
0%
7%4%
37%
53%
1%
6%3%
36%
55%
VDF -Education Level
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =498
0%
20%
40%
60%
80%
100%
Student $0-$24,999 $25,000-$54,999 $55,000-$74,999 $75,000-$99,999 $100,000-$199,999 $200,000-$499,999 $500,000+
7%
1%
10%10%13%
25%23%
12%
1%
7%8%
19%
33%
22%
11%
2%3%6%9%14%
27%27%
13%
1%1%4%6%
15%
29%27%
18%
1%1%
9%9%
15%
25%28%
12%
2%2%
8%12%13%
30%
24%
10%
2%1%
7%8%13%
29%25%
15%
VDF -Income Categories
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =403
Demographics
40INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Male Female
33%
67%
44%
56%
30%
70%
38%
62%
20%
80%
25%
75%
32%
68%
33%
67%
33%
67%
VDF -Gender
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =483
0%
20%
40%
60%
80%
100%
18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
1%4%
13%14%17%
28%
22%
1%2%
15%17%15%
20%
29%
0%3%
9%9%
21%26%30%
2%6%
15%20%
26%31%
0%1%3%
10%15%
33%37%
5%
15%
25%
54%
1%0%4%
9%13%
32%
41%
2%4%8%
17%
25%
43%
0%1%3%8%
17%
26%
44%
VDF -Age Categories
(Does not include children < 18)
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =459
Average age of respondents -61.0
Average age of children < 18 -11.2
Demographics
41INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
American Indian or
Alaskan Native
Asian Hispanic/Latino Native Hawaiian /Other
Pacific Islander
White/Caucasian Other (specify)Prefer not to answer
1%2%
95%
1%1%2%
93%
2%2%2%
89%
1%5%1%1%2%0%
86%
3%7%
VDF -Ethnicity
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =471
0%
20%
40%
60%
80%
100%
English Spanish Russian German Japanese Other (specify)
98%
1%
99%
1%1%
98%
0%0%0%0%1%
98%
1%0%0%0%0%
VDF -Language
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =471
Demographics
42INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
18%
82%
12%
88%
13%
87%
14%
86%
VDF -Are you, or your spouse/significant other a veteran, or active
military personnel?
2010 2011 2012 2013 2014 2015 2016 2017 2018 N =478
0%
20%
40%
60%
80%
100%
Arts & Culture
(dance, music,
Theatre)
Sports
Enthusiast
(hiking, biking,
skiing)
Traveler Health &
Fitness
Wine & Foodie Music Festival
Enthusiast
Home
Enthusiast
(gardening,
pet owner,
avid reader)
Outdoor
Enthusiast
(camping,
hunting,
fishing)
Investment &
Money
Hobbies &
Interests
(collector,
crafts, home
shop)
Craft Beer
Enthusiast
Other (specify)Tech
Enthusiast
70%
51%
46%44%42%
30%
21%
12%
7%7%7%
77%
58%
51%
44%
38%34%
28%
15%13%
7%
3%2%4%
80%
47%44%42%39%36%
25%
20%
10%7%6%6%6%
79%
44%47%
40%44%
29%26%
21%
9%9%7%5%3%
77%
47%45%43%
39%
33%
26%
18%
10%6%5%4%4%
VDF -Lifestyle Categories
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018
Favorite Summer-time Hobby
Favorite Summer-time Activities
44INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Hiking Traveling Rest/Relaxation Music Festivals Attending festivals Cooking Yoga Grilling Swimming Road Biking
40%
7%
1%
9%
20%
56%
6%5%
8%
12%
61%
22%
14%
23%
6%5%
14%
32%
68%
62%
47%
58%
52%
34%33%
26%28%
71%
54%
51%53%
46%
29%
32%
27%29%
69%
57%
50%
46%
43%
30%
26%
29%
26%
69%
65%
48%
42%43%
31%32%
29%27%
23%
71%
63%
48%
45%44%
30%29%29%
26%
21%
VDF -Top 10 Favorite Summer-time Activities
(Multiple Response)
2010 2011 2012 2013 2014 2015 2016 2017 2018
Donor Preferences
Donors
46INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
0%
20%
40%
60%
80%
100%
Yes No
37%
63%
22%
78%
20%
80%
26%
74%
VDF -Are you a current VVF donor?
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =507
Vail Dance Festival In-person Intercepts
48INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Attendance
0%
20%
40%
60%
80%
100%
Lawn seating Reserved seating
45%
55%
67%
33%
75%
25%
VDF -Ticket Type
(In-person Intercept)
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =131
0%
20%
40%
60%
80%
100%
1 performance 2 performances 3 performances 4 performances 5 performances 6 performances 7 performances 8 performances 9 performances 11 performances 12 performances
44%
22%17%
7%3%3%2%1%2%
35%29%
15%9%4%2%2%1%2%1%1%
VDF -Performance Attendance
(In-person Intercept)
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =131
49INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Net Promoter Score
99 97
0
10
20
30
40
50
60
70
80
90
100
0%
20%
40%
60%
80%
100%
2017 2018 Net Promoter ScoreRecommendation DistributionAxis Title
VDF In-Person Vail -Net Promoter Score
Promoters Passive Supportors Detractors Net Promoter Score
50INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Awareness
0%
20%
40%
60%
80%
100%
Yes, VVF No Yes, Other
80%
20%
67%
23%
10%
48%46%
6%
VDF -Do you know the name of the organization who
produces this event?
(In-person Intercept)
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =131
0%
20%
40%
60%
80%
100%
Friends/Family Newspaper Email Facebook Previous
Attendee
Poster Vail Valley
Foundation
website
Vail
International
Dance Festival
website
Magazine Radio Other Concierge Instagram
58%
31%
16%
10%
4%6%3%1%3%1%2%
43%
20%
3%3%
19%
5%1%3%1%4%2%1%
37%
25%
18%
8%8%7%6%5%4%2%2%2%1%
VDF -Media/Awareness
(In-person Intercept)
2010 2011 2012 2013 2014 2015 2016 2017 2018
51INTERCEPT INSIGHT, LLC | PO Box 2078 Avon, CO 81620 | www.interceptinsight.com | 970.331.1086
Who Attended With/Age Categories
0%
20%
40%
60%
80%
100%
Self Spouse or significant
other
Friends Only Friends and Family Family (including
children)
Family (not including
children)
Group
9%
42%
21%
10%8%9%
1%
6%
43%
19%
13%12%6%1%
16%
53%
15%
6%9%
1%
VDF -Who Attended With
(In-person Intercept)
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =131
0%
20%
40%
60%
80%
100%
18 - 20 21 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
2%2%5%8%
17%21%
44%
2%7%11%
20%24%21%16%
1%3%7%10%
28%
23%
29%
VDF -Age Categories
(In-person Intercept)
2010 2011 2012 2013 2014 2015 2016 2017 2018
N =118
Average age of respondents -55.2
End of Report
DEAR FRIENDS,
In 2018 the Vail Valley Foundation,together with our patrons,partners and fans,celebrated 30 years of hosting one of the most
exceptional gatherings of artistry in the country:the Vail Dance Festival.
In the Vail Dance Festival’s early years,noted critics passed on the outlandish idea that Vail was worth mentioning in the same
sentence as locations like New York,Paris,Moscow or Stuttgart.Now,Vail has become the summertime retreat for dance artistry –
where it can explore new forms and discover new directions –and critics,and the industry have taken note.
The success of the Festival this past summer reflects just how respected and well-loved the Vail Dance Festival has become.
Within this report you will see the numbers,images,metrics and moments that reveal just how much interest and excitement has
been generated by this unique event,and how bright and inspiring our future will be.
Throughout the history of the event we have relied on support from donors and partners like yourself.Thank you for your support,
vision,and partnership.It’s true that we are 30-plus years into this Festival,but it feels as though we are just getting started.
Thank you,and please don’t hesitate to contact us to learn more about our beloved Festival.
Sincerely,
MIKE IMHOF
President of the Vail Valley Foundation
2018 EVENT
HIGHLIGHTS
RECORD
REVENUE
$815,942.30 generated
from ticket sales during
the 2018 Festival,
surpassed the previous
year by 7.4%.
TEXT TO
GIVE
Patrons now have the
ability to support the
Festival year-round by
texting “VailDance” to
41444.
ARTISTIC
RESERVE FUND
2:1 match through the
Doris Duke Foundation
dedicated to support
unique artistic projects and
opportunities in Vail.
30TH SEASON
ANNIVERSARY
This year the Vail Dance
Festival celebrated its 30th
season with
commemorative
merchandise & audience
surprises.
Each summer the Vail Dance
Festival commissions and
premieres new works. As
well as a full night dedicated
to these works -NOW:
Premieres.
Rebecca King Ferraro and
Michael Breeden from the
popular podcast series
“Conversations On Dance”
host in-depth discussions
with Festival artists.
Festival artists and
companies take to the
streets of Vail Village in this
free interactive performance
format.
An afternoon of dance,
activities and a classic tea
party for young aspiring
dancers at the Gerald R.
Ford Amphitheater.
Free family-friendly
performance hosted in
Avon’s Nottingham Park
featuring main artists and
companies from the Vail
stage.
Celebrate The Beat provides
the highest quality dance
program for all children in
Eagle County.
CELEBRATETHEBEAT
DANCINGIN THEPARK
WORLDPREMIERES
DANCINGIN THESTREETS
FESTIVALFORUMS TUTUTEA PARTY
VDF partners with cross-
sector community
organizations to distribute
free tickets to each of the
performances.
Each summer, the Gerald R.
Ford Amphitheater grants
free entry on the lawn to
kids 12 and under. Over 860
children attended for free in
2018.
The Festival Fan Club is
available year-round and
includes early access
ticketing along with other
great benefits.
Pre-show, live accompaniment
and intermission music
provided by local, Juilliard,
international and acclaimed
musicians every night of the
Festival.
A night for budding patrons
of the Festival to mix and
mingle with the Student-In-
Residence and other young
artists.
Ambitious graduate &
undergraduate students join
a dedicated Festival team to
support a variety of key
areas from administration,
to marketing, to production.
INTERN &AMBASSADORPROGRAM
YOUNGPATRONSPARTY
COMMUNITYARTSACCESS
FESTIVALFAN CLUB
KIDS 12 & UNDER FREE ON THE LAWN
LIVEMUSIC
EVENT
AT -A-GLANCE
22,150 FESTIVAL ATTENDEES
Ticketed Performances & Fringe Festival Events
12,883 TICKETS SOLD
Generating $815,942.30 in revenue
13 PERFORMANCES
Including 2 free performances in Avon
$4M ECONOMIC IMPACT
Estimated revenue generated to the Town of Vail
TOP STATES OF ORIGIN
63% COLORADO / 37% OUT OF STATE
1.Colorado
2.Florida
3.New York
4.Texas
5.California
DEMOGRAPHICS
Male vs. Female 33% / 67%
Average Adult Age 61
Education 91%have 4 year degree or higher
Mean HHI 82% earn more than $75K
TOP CATEGORIES: ARTS & CULTURE,
SPORTS ENTHUSIAST, TRAVELER
RESEARCH HIGHLIGHTS
83 NET PROMOTER SCORE
4.7 SATISFACTION RATE (OUT OF 5)
2.5 AVG. # OF PERFORMANCES
82% HAVE ATTENDED IN THE PAST
91% LIKELY/VERY LIKELY TO RETURN
92% CAME TO VAIL
SPECIFICALLY FOR THE EVENT
864 KIDS 12 & UNDER
FREE ON THE LAWN
3,935 FRINGE FESTIVAL
ATTENDEES
AVG. # NIGHTS IN LODGING: 3.9
3,096 ROOM NIGHTS GENERATED
575.4 MILLION MARKETING
IMPRESSIONS
TOP REFERRALS: EMAIL,
WEBSITE, WORD-OF-MOUTH
“The amazing supportive environment, collaborative
atmosphere, and friendly people make this festival my
favorite part of the summer. This festival brings together
so many different artists and styles of dance, the
education never stops!”
UNITY PHELANNew York City Ballet
“The opportunity to experience new works and styles out
of the normal comfort zone is invaluable and inspiring.”
JARED ANGLENew York City Ballet
“I feel like I’ve learned a lot from interacting with all the
community of Vail [Dance] Festival. It’s really a beautiful
experience… I think [the Festival] adds a really important
and vital cultural element to the community here.”
JUSTIN PECKNew York City Ballet
2018 PARTNERS
PUBLIC RELATIONS
566.9M TOTAL REACH
$5.2M PUBLICITY VALUE
210 PLACEMENTS
TOP -TIER MEDIA COVERAGE:
MARKETING & PR SUMMARY
575,386,181 TOTAL IMPRESSIONS
$5.4 MILLION MEDIA VALUE
PRINT
1,536,000 IMPRESSIONS
$26,794 MEDIA VALUE
24 TOTAL AD PLACEMENTS
DIGITAL
1,490,680 IMPRESSIONS
$21,719 MEDIA VALUE
EMAIL
150,062 IMPRESSIONS
$20,108 MEDIA VALUE
10,988 EMAIL SUBSCRIBERS
27.86%OPEN RATE
3.53%CLICK-THROUGH-RATE
SOCIAL MEDIA
18,498 FOLLOWERS
2,726,848 ORGANIC IMPRESSIONS
38,226 ENGAGEMENTS
3,101 FOLLOWERS
89,935 ORGANIC IMPRESSIONS
1,027 ENGAGEMENTS
15,433 FOLLOWERS
1,936,499 ORGANIC IMPRESSIONS
77,017 ENGAGEMENTS
TOP POSTS OF 2018
ALONZO KING LINES BALLET –“BIOPHANY” PROMO
TILER PECK RETURNS FOR THE 2017 FESTIVAL
2018 FESTIVAL: OPENING NIGHT
TILER PECK AND ROMAN MEJIA IN “TSCHAIKOVSKY PAS DE DEUX”
PAID: 115,526 IMPRESSIONS | 800 ENGAGEMENTS
TOP INFLUENCERS
Principal Dancer with
American Ballet Theatre
Current Endorsements:
Estee Lauder
Under Armour
Dannon Oikos Yogurt
Seiko
Boys & Girls Club
Misty Copeland
1.5M Followers
Principal Dancer with
American Ballet Theatre
Current Endorsements:
Nike
Nike NYC
Nike Women
CHANEL
Isabella Boylston
235K Followers
Memphis Jooker
Current Endorsements:
Apple
Glenfiddich
Louis Vuitton
Versace
Facebook
Lil Buck
110K Followers
Principal Dancer with New
York City Ballet
Current Endorsements:
Valentino
Body Wrappers
Lauren Ralph Lauren
Marie Claire
Tiler Peck
104K Followers
Principal Dancer with New
York City Ballet
Current Endorsements:
PUMA
Oscar de la Renta
CHANEL
Jamie Wolf Jewelry
Lauren Lovette
94K Followers
3,416,975 DANCERS & COMPANIES COLLECTIVE INSTAGRAM FOLLOWERS
INFLUENCER IMPACT
VIDEO
392,275 TOTAL VIDEO VIEWS
$2,981 MEDIA VALUE
10,116 ONLINE VIDEO ENGAGEMENTS
23+ UNIQUE VIDEOS CREATED
CLICK HERE TO LISTEN TO ALL 2017 & 2018 PODCASTS
PODCAST
CLICK HERE TO VIEW ALL 2018 VIDEOS
2018 (AS OF OCTOBER)
20,000 DOWNLOADS
80,000 LISTENS
WEBSITE
64,702 IMPRESSIONS
39,351 USERS
60.4%NEW USERS
2.59 PAGES/VISIT
2:30 AVERAGE DURATION
TOP CONTENT:
SCHEDULE
INTERNATIONAL EVENINGS OF DANCE I
OPENING NIGHT
AMERICAN BALLET THEATRE
INTERNATIONAL EVENINGS OF DANCE II
Our sincere thank you for your ongoing
support and a special thanks to our
partners at the Town of Vail, Vail
Resorts, Town of Avon, the Gerald R.
Ford Amphitheater and Vilar Performing
Arts Center for graciously hosting the
Vail Dance Festival.
We wish you all continued success and,
in partnership with you, look forward to
making the 2019 Vail Dance Festival,
July 26 –August 10, even better!
THANK YOU!
DAVE DRESSMAN
VP of Sales & Sponsorship
619.764.0940
ddressman@vvf.org
Vail Dance Festival photos taken by: Erin Baiano, Patrick Fraser, Brian Maloney and JohnRyan Lockman
VAIL DANCE FESTIVAL
30th Anniversary Season
July 28 – August 11, 2018
MARKETING STRATEGY [2018]
SITUATIONAL ANALYSIS
[BACKGROUND]
Under the artistic direction of Damian Woetzel, the Vail Dance Festival, now in its 30th year, has become renowned for
its artistic excellence, unique programming, new works and one-of-a-kind artistic collaborations. More than 20k people
attend the Festival’s two-week residence annually. In addition to regular performances in Vail and Beaver Creek, the
Festival features robust community programming and education events in Avon, Vail Village and Vail Mountain, drawing
on its roster of visiting artists, in addition to year-round personnel. In the fall of 2016, the Vail Dance Festival
presented for the first time a season outside of its Colorado-base, with a series of acclaimed performances at New York
City Center entitled Vail Dance Festival: ReMix NYC.
[OVERVIEW]
The 2017 Vail Dance Festival saw the largest ticket sales and attendee growth numbers in Festival history. With the
same number of paid performances in 2018, ticket revenue goals remain high – following up on 2017’s success.
A large number of dance fans follow the Festival’s social media platforms from around the world, with little or no
intention of actually attending the events in Vail. Many “brand growth” opportunities exist with this audience through
strategic engagement and by continuing to be a knowledgeable force in the dance world, disseminating one-of-a-kind
visual content on a year-round basis that only exists at the Vail Dance Festival.
STRENGTHS
•30-YEAR HISTORY
•MEDIA NOTORIETY
•DAMIAN WOETZEL
•ARTISTIC RELEVANCY IN THE DANCE
WORLD
•GAINING REPUTATION FOR BEING
ACCESSABLE TO ALL AUDIENCES
•COMMUNITY PRESENCE IN VAIL
VILLAGE, VAIL MOUNTAIN & AVON
•GOV’T & GRANT SUPPORT
•WORLDWIDE SOCIAL MEDIA AUDIENCE
•STRONG PHOTOGRAPHY & VIDEO
ASSETS
•LIVE MUSIC AT PERFORMANCES
•COLLABORATIONS UNIQUE TO VAIL
•OUTSTANDING PERFORMANCE VENUES
•DISCOUNTED TICKETS FOR THOSE IN
NEED & FREE FOR KIDS 12 AND UNDER
WEAKNESSES
•EVENTS OVERLAP WITH SOME
SCHOOLS IN SESSION
•WEATHER DEPENDENT FOR LAWN
TICKET REVENUE & COMMUNITY
EVENTS
•BEAVER CREEK EVENTS COMPETE
WITH FREE CONCERTS
•LIMITED PARKING IN BEAVER
CREEK
•DONOR FATIGUE AFTER BRAVO!
•SOCIAL MEDIA AUDIENCE
PLATEAUING
•FEAR OF THE UNKNOWN WITH
DAMIAN’S NEW CAREER
•AGING AUDIENCE
•BARRIER TO ENTRY FOR NEW
DANCE AUDIENCES: COST,
INTIMIDATION, DEMOGRAPHICAL
BIASED
OPPORTUNITIES
•30TH ANNIVERSARY CELEBRATION
•NEW COMMISSIONED WORKS
•EVERGREEN SOCIAL MEDIA
STRATEGIES
•THREE NEW COMPANIES
•EARLIER DEADLINES FOR MATERIALS
•APPEARING ARTIST ENGAGEMENT
WITH REHEARSALS & TRAVEL
•NEW WEBSITE
•RESKIN TICKET PLATFORM
•NOTABLE PR STORYBANK
•LATIN COMMUNITY ENGAGEMENT:
BALLET HISPÁNICO – AVON
•CONVERSATIONS ON DANCE RETURN
•NEW REHEARSAL SPACE – CAMPUS
THREATS
•LIMITED BUDGET
•HIGH TICKET GOALS
•DAMIAN’S POTENTIAL DEPARTURE
•BRAVO! GROWTH
•AFFLUENT NICHE AUDIENCE
•MUSIC/CHOREOGRAHPER RIGHTS
•ARTIST AVAILABILITY &
ACCESSABILITY
•REPETITIVE SCHEDULING
•LOSS OF EARNED MEDIA COVERAGE
•LIMITED SPONSORSHIP
OPPORTUNITIES
•FEW RECOGNIZABLE STARS OUTSIDE
DANCE WORLD
OBJECTIVES | STRATEGIES
[FESTIVAL OBJECTIVE I – Audience Growth]
Sell $700k + in performance tickets to meet or exceed revenue goals for 11
performances – 9 at the GRFA in Vail and 2 at the VPAC in Beaver Creek. Increase
Fringe Festival participation by 20% to 4k spectators at 8 community events.
[MARKETING STRATEGIES]
1.MAXIMIZE DYNAMIC PRICING
$5 price increase for early buyers and $23 lawn tickets. Coordinate with Development, Sales & Box Office on ticket
releases to announce via email and/or socially when new premium tickets become available.
2. INCREASE INDIVIDUALIZED CAMPAIGN BUYS FOR SHOWS-IN-NEED
Identify individual shows with soft sales to develop targeted campaigns via social, email and artist engagement and storytelling.
3. MAXIMIZE DIGITAL AD BUYS AND REDIRECTS WITH GEO- AND DEMO-TARGETING
Showcasing the new vaildance.org website as the click-through destination, geo-target competing performing arts venues and
dance events around the country in addition to demo-targeted internet users. Also, geo- and demo-targeted social media ads on
Facebook and Instagram.
4. INCREASE FRINGE FESTIVAL ATTENDANCE
Work with marketing partners [Vail Resorts, Town of Vail & Town of Avon] on coordinated campaigns and event listings.
OBJECTIVES | STRATEGIES
[FESTIVAL OBJECTIVE II – Brand Growth]
Connect. Engage. Delight. Increase social media presence and engagement across all platforms by 5%.
Facebook: 18,500 followers, Twitter: 3,200 followers, YouTube: 650 subscribers, Instagram: 13,700
followers, Snapchat: 16,200 views. Increase earned media by 5% through PR impressions: 511m and
Media Value: $4.9m. Work toward converting cyber-viewers to destination Festival ticket-buyers.
[MARKETING STRATEGIES]
1.INCREASE ENGAGEMENT ON SOCIAL MEDIA PLATFORMS
Capitalizing on the 30th anniversary, create regular campaigns & contests reflecting the Festival’s past and present. Use behind-the-
scenes video and photos from previous Festivals tagging artists already popular on social media. Engage social media intern for
Festival-time and coordinate posting strategy and schedule before Opening Night.
2. ENGAGE THIRD-PARTY DIGITAL AGENCY
Complete audit of all social media platforms through SpotCo, CI or other digital agency to maximize presence with new algorithms and
industry-wide best-practices taken into consideration, along with appropriate tone of voice for the gospel of VDF. Allocate money and time
budgets to fulfill recommendations.
3. AUGMENT ONLINE IMAGE THROUGH NEW VAILDANCE.ORG WEBSITE
Verify all information is up-to-date and complete. Highlight (link to) specific pages on website through social platforms and MailChimp email
communications to build web audience.
4. UPDATE PUBLIC RELATIONS STORY-BANK TO TELL FESTIVAL STORY
Interweave popular featured artist pitches with VDF story to highlight what makes Vail unique in the dance world – enticing visits.
TEAM ROLES
SHELLEY [PROJECT LEAD - WINTER]
- Overall strategy implementation & execution
- Budget management
- Print ads & collateral design oversight
- PR support
- Sales/Development Liaison
- Website
- Digital strategy support
- Social media support
- Program book management
- Nightly program insert coordination
- Video editing with NSP
ALIX [PROJECT LEAD - SUMMER]
- Overall strategy implementation & execution
- Budget management
- PR support
- Sales/Development Liaison
- Website
- Digital strategy
- Social media support
- Program book support
- Nightly program insert coordination
HEATHER HOWER [PROGRAM BOOK MANAGER]
- Oversight of program book creation
SARAH [OVERALL SUPPORT – DONOR & PARTNER RELATIONS]
- Input & final signoff for all marketing & media
- Liaison to exec and other VVF departments
- Mexico City lead representative
JEN GEISMAN [PR MANAGEMENT]
- PR story bank & pitch management
- Interview coordination
- Photo & ticket requests
TOMMY [PR & MEDIA MANAGEMENT]
- Photo & audio coordination as needed during Festival
- PR support for Geisman
KATE PENNER [SOCIAL MEDIA & NIGHTLY PROGRAM MANAGER]
- Overall social media strategy
- Scheduling & coordinating content capture/posting with
social media coordinator
- Curation of nightly program inserts
- Uploading/captioning photos during Festival
- Video editing support
CAMERON MORGAN [SOCIAL MEDIA COORDINATOR]
- Scheduling & coordinating social media intern
- Artist liaison for interviews & social media
- Rehearsal & livestream video management
MEDIA PLAN
MEDIA PLAN
TIMELINE