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Vail Skating Festival 2018 ReacpEvent Recap: 2018 Vail Skating Festival Cultural, Recreational & Community Category (January 2, 2019) 2018 Vail Skating Festival: Dec 14 -16, 2018 Eddie Shipstad Phone: 303-947-6113 eshipstad@outlook.com 2 Overall Event Highlights & Successes 3 •600 Spectators for Dobson Arena’s Ice Spectacular Ice Show (250 on the ice/350 Bleachers) / 78 Skaters, Coaches, Parents for the Clinic/Seminar, 52 participants in the Ice Spectacular (Elite skaters, Skating Club of Vail, Denver Synchronicity, Vail Mountain School Girls Choir) •3 Olympians (Patrick Chan, Karen Chen, and Jeremy Abbott were incredible) •Clinic/Seminar and Show were all a success (Steadman Clinic/ Steadman Philippon Research Institute participation was incredible) Sponsorship, Goodie Bags, Trainer, Dr. Philippon presentation, and Tour of the Clinic •Local and National Sponsors: Steadman Clinic/Steadman Philippon Research Institute, TOV, VRD, Columbine Bakery and Café, Gorsuch Sports Performance, MK/John Wilson, and APANTAC (National/International companies) •Cover of first edition of the Vail Daily’s new “Everything Vail Valley”, two interviews with TV8 on the 15th and 16th •TV8 filmed the show for rebroadcast (great for my company and sponsors) Estimated Attendance Results for Ice Spectacular 4 •Estimated attendance: 600 Ice Spectacular •Ticketed event in Dobson Arena (250 on -ice and 350 bleachers) •From ticket orders over 250 spectators came from outside the Vail Valley area (Colorado, Texas, Florida, Pennsylvania, New Mexico, Illinois and from Canada and Mexico) Highlights 5 Estimated Spending Results 6 •Estimated average spending per person: •Dining: $25 •Shopping: $20 •Lodging: $170 •Other Activities: $25 •Total average spending per person: $240 •Town of Vail spending the event/program generated: Formula: # of attendees (720) x total average spending = $172,800 NPS (Net Promoter Score) 7 Attendee Response: How likely is it that you would recommend this event to a friend or colleague? 9.8 rating for the 2018 Vail Skating Festival (lowest score received was an 8) “Highly likely-10! Typically I would not call us big figure skating fans, but this was amazing! To see them this up close we gained a new respect for how incredibly talented these athletes are. Thanks! Kerstin” (Vail, CO) Event Strengths & Weaknesses 8 •How did the event exceed expectations? Clinic/Seminar was fantastic! Philippon’s presentation and tour was beyond amazing. Ice Spectacular had an incredible group of skaters and they performed very well. •What are areas for event improvement? Advertising of the free shows at the Solaris and Arrabelle. Possible different date (later; either the weekend of December 20 -22, 2019 or December 27 -29, 2019) This year had too many conflicting events locally and across the front range with club ice shows and exhibitions. Vail Brand Compatibility The Premier International Mountain Resort Community 9 •How did the event /program support the Vail Brand? •Vail is known to have “World Class” everything. Our show was second to none. The flow of the Ice Spectacular was near perfect and the skating quality and how it was delivered was fantastic. The clinic/seminar offered the best coaching in the country with presentations by Dr. Marc Philippon to complete a perfect elite event. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community: International talent and spectators •Vail Mountain: Like nothing on earth: Highest level of talent in a setting that exceeds the spectators’ expectations Community Contribution 10 •How did the event impact Vail’s sense of community? Many different groups participated in different aspects of the event. a)The Skating Club of Vail participated in the show as well as the clinic/seminar (parents and board members worked the show as ushers) b) The Vail Mountain School Girls Choir performed prior to the start of the Ice Spectacular as pre-show entertainment. c) Over 25 Girl Scouts and their families came to the show and some had a skating lesson on Sunday. All for a reduced fee. We incorporated local TV, Newspaper, and Radio in the event Topline Marketing Efforts 11 •What are the top 3 successful marketing tactics, executions or results from your event/program? •1) Visited editor of Vail Daily the second week of July to discuss our advertising options and getting on the cover of the WEEKLY section. Editor appreciated the early contact, photos of our top athlete, and explanation of our event. •2) TV8 interviews (Live 5-minute interviews Dec 14 and 15) •3) Becoming an endorsed event by the Professional Skaters’ Association for coaches to receive educational hours by attending our clinic/seminar. This was possible because of the elite level staff, Olympic lead coach, Dr. Marc Philippon’s presentation, creative dance teacher from Cirque du Solei, and tour of the Steadman Clinic/Steadman Philippon Research Institute. Potential for Growth & Sponsorships/Media Exposure 12 •How do you see the event evolving next year? Selling out the Ice Spectacular and landing a production company/television company to purchase the show for filming. Growing the clinic/seminar by 30 participants. More support by the local community for the two free outdoor shows. •What sponsors do you plan to target next year? Local Real estate companies, National auto dealerships, Skating boot company, and a local bank •How will you leverage media exposure and extend the marketing reach next year? Daily ads in the Vail Daily for two weeks prior to the show. More communication with the concierge for the local hotels in Vail. Professional Skaters’ Association endorsement information out earlier to the coaching community for planning purposes. Sustainability Efforts 13 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? Minimal printing materials, LED fixtures for theatrical lighting and décor. •How could you improve on sustainability efforts for next year’s event? App for the clinic/seminar and the Ice Spectacular. Schedules, cast bios, and show order are just a few ways to cut down on the printing materials. The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both our local and global impacts and opportunities, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protection, and community awareness and education. Event Budget 14 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$44,478 CSE Funds:$20,000 Cash Sponsorship (not CSE):$17,000 In-kind Sponsorship:2 days at Dobson Arena/MK John Wilson Free apparel for staff Marketing Budget:$5,000 Profit & Loss:$8,000 profit How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Star Skaters, Housing, travel, sanctions, marketing with TV8 Budget Overview 15 2018 Vail Skating Festival Revenue Talent/Staffing $19,270 Sponsors $37,000 Travel/Hotel $8,055 Sales $16,000 Rental Space (Ice Rinks)$1,390 $0 Advertising $4,640 $53,000 Insurance/Sanctions $764 Lighting/POS/Chairs $7,559 Dobson Expenses $2,800 $44,478 Marketing Plan Highlights 16 •Marketing Plan consisted of 2 weeks of Vail Daily advertising (color ¼ page ad), WEEKLY Magazine cover, KSKE and The Lift Radio advertising and ticket give-a-ways one week prior to the show, Professional Skaters’ Association National Endorsement, Flyers at all local competitions, Facebook/Website/ Other social media outlets, one month prior to show over 180 posters were distributed to local businesses across the Vail Valley, All Colorado and surrounding states Ice Rinks had flyers for the festival, Emails to all coaches in Colorado, Arizona, Kansas, Texas, Wyoming, Missouri, Oklahoma, and Utah. Event info on local Vail websites for Town activities.