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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 13 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 14 “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 15 •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 16 •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 17 * 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 18 •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 3 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 4 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