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HomeMy WebLinkAbout03. 2018 Vail Snow Days_Event Recap with Survey_SUBMITTED 1.31.19Surveyed Event Recap: Vail Snow Days 2019 Cultural, Recreational & Community Category Wednesday, February 6, 2019 Vail Snow Days: December 13 –16, 2019 James Deighan Phone: 970.476.6797 jdeighan@gohighline.com 2 Overall Event Highlights & Successes 3 •List the top 4-6 successes you want to share with the CSE* •Vail Snow Days was successfully redesigned in 2018, to provide an elevated, festival experience that would move the mark for guests to choose Vail in early season regardless of snow. •The concerts at Ford Park, and a spot on marketing plan, proved to successfully drive traffic to the Town of Vail and create the atmosphere that partnerships were looking to achieve. Overall event attendance increased by 400% from 2017. •Successfully expanded to a festival weekend, including a Thursday component and variety of community integration through Snow Days LIVE!, Savor Vail and Lodging Promotions creating a strong reason to explore the opportunity for growth in 2019. *Please Reference Vail Mountain Recap for details and examples Overall Event Highlights & Successes 4 •List the top 4-6 successes you want to share with the CSE* •The paid media initiatives for Vail Snow Days reached 3,098,195; a 50% increase from 2017. •The public relations campaign for Vail Snow Days reached beyond 11,984,462 and the unique coverage from AXS TV was locked in by Vail Mountain because of the program’s interest in a festival event. •Social engagement hit the mark with an increase of 160% in Facebook impressions, alone. *Please Reference Vail Mountain Recap for details and examples Questions from CSE 5 Attendance Estimate 6 •Was this the attendance you expected? The strong attendance, especially at the concerts, was expected. Even with cold temperatures throughout the weekend, the crowds were in town enjoying the variety of on-and off-mountain action. •How would you impact attendance next year? There is strength in the event model, driving traffic through targeted band bookings and full event schedule. We see opportunity with the lodging community to collaborate even more in the future. Total economic impact per attendee day Recreation Restaurants/bars/food concessions Shopping Lodging Other items $0 $100 $200 $300 $400 Economic Impact per ..$94 $29 $27 $21 $12$6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 42% 21% 18% 18% Overnight Visitor Profile 1 2 3 4 5 6 or more 47% 12% 24% 15% 3% 1 2 3 - 5 6 - 8 9 - 14 15 or more 24% 29% 35% 9% 3% Vail Avon Eagle/Gypsum Summit County Beaver Creek Edwards Other 59% 21% 6% 6% 3% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 33% 19% 17% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 43% 10% 10% 12% 4% 1% Male Female Other 43% 56% 1% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding62% 24% 14% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20%Percent Responding30% 15% 24% 1% 5%3% 8% 3%1% 8% 1% Importance of Event in Decision to Visit Vail Today - Overall 2018 funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.15 $44,737 $5.36 $1,608,116 $300,000 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 17.1K Attendance Est 48% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail 0% 10% 20% 30% 40%Percent Responding40% 22% 14%13%11% Visitor Type ColoradoTexas Florida GeorgiaMexico MinnesotaOhio North Carolina UtahWisconsin Wyoming 1%1% 1%1% 1%1% 2% 2%2% 4%66% No 70% Yes 30% Attended Event Last Year? 2018 Vail Event Visitor Summary: Vail Snow Days December 13 - 16, 2018 Survey technique: Intercept (n=469) & Post-event web (n=87). Number of years event has taken place in Vail (including 2018): 13 Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 7.0 5.8 8.3 2.8 3.9 4.7 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $196 $190 Overall Overnight visitor Overall event Null 46th Annual Vail King of the Mountain Open Betty Ford Alpine Gardens - Nurture Explore & Discover at the Garde.. Burton US Open Community Art Events for the Town of Vail Gourmet on Gore Kick It 3v3 Soccer World Championships Kids Adventure Games Legacy Fighting Alliance Prep Baseball Reports West Championships Spring Back to Vail - All (Concert & Other) Spring Back to Vail - All Except March 31 Concert Spring Back to Vail - All except March 31 Concert & Pond Skim Spring Back to Vail - Concert Only Spring Back to Vail - March 31 Concert & Pond Skim Spring Back to Vail - Pond Skim Only Taste of Vail Fall Wine and Food Classic Taste of Vail: Debut of Rose and American Lamb Cook-Off TEDxVail Vail Centre Programmatic Support Vail Craft Beer Classic Vail Jazz Party Vail Lacrosse Shootout Vail Lacrosse Tournament Vail Mountaineer Hockey Club Sportsmanship Tournament Vail Oktoberfest Vail Outlier Offroad Festival Vail Snow Days Vail Symposium Winter 2017/18 Season Vail Valley Cup - Cindy Eskwith Memorial Tournament Sample Size: 471 Attendance Estimate 7 VSD 2017 VSD 2018 Change %Change Qty Concert Friday -8,500 N/A 8,500 Concert Saturday 2,500 6,800 172%4,300 Expo Friday -8,200 N/A 8,200 Expo Saturday 3,700 13,300 259%9,600 Expo Sunday 3,000 11,200 273%8,200 Pub Crawls -2,200 N/A 2,200 Bloodies and Bluegrass -150 150 Snow Days LIVE!-2,400 N/A 2,400 Pray For Snow Bonfire -1,250 N/A 1,250 Additional 2017 Elements 2,075 -N/A (2,075) Total 11,275 56,400 400%45,125 Visitor Type 8 •Was this the visitor type split you expected? Yes. •The event is designed to drive overnight guests. We know that it touches seasonal residents and locals, alike, to all be part of the early season excitement. The goal is that guests are thankful to be in Vail! •What steps would you take to optimize visitor mix for future events? •Continue the targeted and robust marketing and stay on trend with band bookings, media platforms and and more. Total economic impact per attendee day Recreation Restaurants/bars/food concessions Shopping Lodging Other items $0 $100 $200 $300 $400 Economic Impact per ..$94 $29 $27 $21 $12$6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 42% 21% 18% 18% Overnight Visitor Profile 1 2 3 4 5 6 or more 47% 12% 24% 15% 3% 1 2 3 - 5 6 - 8 9 - 14 15 or more 24% 29% 35% 9% 3% Vail Avon Eagle/Gypsum Summit County Beaver Creek Edwards Other 59% 21% 6% 6% 3% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 33% 19% 17% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 43% 10% 10% 12% 4% 1% Male Female Other 43% 56% 1% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding62% 24% 14% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would have come to Vail anyway 123 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20%Percent Responding30% 15% 24% 1% 5%3% 8% 3%1% 8% 1% Importance of Event in Decision to Visit Vail Today - Overall 2018 funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.15 $44,737 $5.36 $1,608,116 $300,000 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 17.1K Attendance Est 48% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail 0% 10% 20% 30% 40%Percent Responding40% 22% 14%13%11% Visitor Type ColoradoTexas Florida GeorgiaMexico MinnesotaOhio North Carolina UtahWisconsin Wyoming 1%1% 1%1% 1%1% 2% 2%2% 4%66% No 70% Yes 30% Attended Event Last Year? 2018 Vail Event Visitor Summary: Vail Snow Days December 13 - 16, 2018 Survey technique: Intercept (n=469) & Post-event web (n=87). Number of years event has taken place in Vail (including 2018): 13 Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 7.0 5.8 8.3 2.8 3.9 4.7 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $196 $190 Overall Overnight visitor Overall event Null 46th Annual Vail King of the Mountain Open Betty Ford Alpine Gardens - Nurture Explore & Discover at the Garde.. Burton US Open Community Art Events for the Town of Vail Gourmet on Gore Kick It 3v3 Soccer World Championships Kids Adventure Games Legacy Fighting Alliance Prep Baseball Reports West Championships Spring Back to Vail - All (Concert & Other) Spring Back to Vail - All Except March 31 Concert Spring Back to Vail - All except March 31 Concert & Pond Skim Spring Back to Vail - Concert Only Spring Back to Vail - March 31 Concert & Pond Skim Spring Back to Vail - Pond Skim Only Taste of Vail Fall Wine and Food Classic Taste of Vail: Debut of Rose and American Lamb Cook-Off TEDxVail Vail Centre Programmatic Support Vail Craft Beer Classic Vail Jazz Party Vail Lacrosse Shootout Vail Lacrosse Tournament Vail Mountaineer Hockey Club Sportsmanship Tournament Vail Oktoberfest Vail Outlier Offroad Festival Vail Snow Days Vail Symposium Winter 2017/18 Season Vail Valley Cup - Cindy Eskwith Memorial Tournament Sample Size: 471 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 9 •Advertising call to action included a Lodging Message to drive traffic to vail.com/snowdays. Vail Mountain and Highline collaborated with extensive outreach initiatives to educate the lodging community about the unique website exposure to use the event as a springboard for early season lodging bookings. •Initiatives included: presentation at key lodging meetings, direct connect via calls and emails, multiple e-blasts with the Event toolkit and more Total economic impact per attendee day Recreation Restaurants/bars/food concessions Shopping Lodging Other items $0 $100 $200 $300$400 Economic Impact per ..$94 $29 $27 $21 $12$6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 42% 21% 18% 18% Overnight Visitor Profile 1 2 3 4 5 6 or more 47% 12% 24% 15% 3% 1 2 3 - 5 6 - 8 9 - 14 15 or more 24% 29% 35% 9% 3% Vail Avon Eagle/Gypsum Summit County Beaver Creek Edwards Other 59% 21% 6% 6% 3% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 33% 19% 17% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 43% 10% 10% 12% 4% 1% Male Female Other 43% 56% 1% Promoter Passive Detractor0%20%40%60%80%Percent Responding62%24%14%Likelihood of Recommending Event to a Friend or Family Member0: None, Iwould havecome toVailanyway 1 2 3 4 5: Half myreason forcoming toVail 6 7 8 9 10: My onlyreason forcoming toVail0%20%Percent Responding30%15%24%1%5%3%8%3%1%8%1%Importance of Event in Decision to Visit Vail Today - Overall2018 fundingDirect economic impact to TOVEconomic impact payback ratioTOV/VLMD sales tax impactTOV/VLMD sales tax impact ratio $0.15$44,737$5.36$1,608,116$300,000Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K10K20K 17.1KAttendance Est 48%NPS Net Promoter ScoreOvernightvisitorSeasonalresident ofVail Valley Day visitorto Vail Full-timedownvalleyresident Full-timeresident ofTown of Vail0%10%20%30%40%Percent Responding40%22%14%13%11%Visitor Type ColoradoTexas Florida GeorgiaMexico MinnesotaOhio North Carolina UtahWisconsin Wyoming 1%1% 1%1% 1%1% 2% 2%2% 4%66% No70%Yes30%Attended Event Last Year?2018 Vail Event Visitor Summary: Vail Snow DaysDecember 13 - 16, 2018 Survey technique: Intercept (n=469) & Post-event web (n=87). Number of years event has taken place in Vail (including 2018): 13 OverallOvernight visitorSeasonal resident of Vail ValleyFull-time resident of Town of VailFull-time downvalley residentDay visitor to Vail 7.05.88.32.83.94.7 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $196 $190 Overall Overnight visitor Overall eventNull46th Annual Vail King of the Mountain OpenBetty Ford Alpine Gardens - Nurture Explore & Discover at the Garde..Burton US OpenCommunity Art Events for the Town of VailGourmet on GoreKick It 3v3 Soccer World ChampionshipsKids Adventure GamesLegacy Fighting AlliancePrep Baseball Reports West ChampionshipsSpring Back to Vail - All (Concert & Other)Spring Back to Vail - All Except March 31 ConcertSpring Back to Vail - All except March 31 Concert & Pond SkimSpring Back to Vail - Concert OnlySpring Back to Vail - March 31 Concert & Pond SkimSpring Back to Vail - Pond Skim OnlyTaste of Vail Fall Wine and Food ClassicTaste of Vail: Debut of Rose and American Lamb Cook-OffTEDxVailVail Centre Programmatic SupportVail Craft Beer ClassicVail Jazz PartyVail Lacrosse ShootoutVail Lacrosse TournamentVail Mountaineer Hockey Club Sportsmanship TournamentVail OktoberfestVail Outlier Offroad FestivalVail Snow DaysVail Symposium Winter 2017/18 SeasonVail Valley Cup - Cindy Eskwith Memorial TournamentSample Size: 471 Overall Visitor Profile 10 •Who was your anticipated target demographic? •Male/Female 60/40, age 25-40 •Did you reach your target demographic? •Yes. The bands and event elements were carefully selected to drive the right traffic and overnight visitors. •What would you change to attract that audience next year? •Continue strong, collaborative promotional efforts, and build the the Thursday night component to entice guests to come to Vail earlier in the weekend. Total economic impact per attendee day RecreationRestaurants/bars/food concessions Shopping Lodging Other items $0 $100 $200 $300 $400 Economic Impact per ..$94 $29$27 $21 $12$6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 42% 21% 18% 18% Overnight Visitor Profile 1 2 3 4 5 6 or more 47% 12% 24% 15% 3% 1 2 3 - 5 6 - 8 9 - 14 15 or more 24% 29% 35% 9% 3% Vail Avon Eagle/Gypsum Summit County Beaver Creek Edwards Other 59% 21% 6% 6% 3% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 33% 19% 17% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 43% 10% 10% 12% 4% 1% Male Female Other 43% 56% 1% PromoterPassive Detractor0%20%40%60%80%Percent Responding62%24%14%Likelihood of Recommending Event to a Friend or Family Member0: None, Iwould havecome toVailanyway12345: Half myreason forcoming toVail 6 7 8 9 10: My onlyreason forcoming toVail0%20%Percent Responding30%15%24%1%5%3%8%3%1%8%1%Importance of Event in Decision to Visit Vail Today - Overall2018 fundingDirect economic impact to TOVEconomic impact payback ratioTOV/VLMD sales tax impactTOV/VLMD sales tax impact ratio $0.15$44,737$5.36$1,608,116$300,000Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K10K20K17.1KAttendance Est 48%NPS Net Promoter ScoreOvernightvisitorSeasonalresident ofVail Valley Day visitorto Vail Full-timedownvalleyresident Full-timeresident ofTown of Vail0%10%20%30%40%Percent Responding40%22%14%13%11%Visitor Type ColoradoTexas Florida GeorgiaMexico MinnesotaOhio North Carolina UtahWisconsin Wyoming 1%1% 1%1% 1%1% 2% 2%2% 4%66% No70%Yes30%Attended Event Last Year?2018 Vail Event Visitor Summary: Vail Snow DaysDecember 13 - 16, 2018 Survey technique: Intercept (n=469) & Post-event web (n=87). Number of years event has taken place in Vail (including 2018): 13 OverallOvernight visitorSeasonal resident of Vail ValleyFull-time resident of Town of VailFull-time downvalley residentDay visitor to Vail 7.05.88.32.83.94.7 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $196 $190 Overall Overnight visitor Overall eventNull46th Annual Vail King of the Mountain OpenBetty Ford Alpine Gardens - Nurture Explore & Discover at the Garde..Burton US OpenCommunity Art Events for the Town of VailGourmet on GoreKick It 3v3 Soccer World ChampionshipsKids Adventure GamesLegacy Fighting AlliancePrep Baseball Reports West ChampionshipsSpring Back to Vail - All (Concert & Other)Spring Back to Vail - All Except March 31 ConcertSpring Back to Vail - All except March 31 Concert & Pond SkimSpring Back to Vail - Concert OnlySpring Back to Vail - March 31 Concert & Pond SkimSpring Back to Vail - Pond Skim OnlyTaste of Vail Fall Wine and Food ClassicTaste of Vail: Debut of Rose and American Lamb Cook-OffTEDxVailVail Centre Programmatic SupportVail Craft Beer ClassicVail Jazz PartyVail Lacrosse ShootoutVail Lacrosse TournamentVail Mountaineer Hockey Club Sportsmanship TournamentVail OktoberfestVail Outlier Offroad FestivalVail Snow DaysVail Symposium Winter 2017/18 SeasonVail Valley Cup - Cindy Eskwith Memorial TournamentSample Size: 471 Role/Importance of Event in Intent to Visit Vail 11 •What actions did you take this year to generate the number of overnight guests? •Lodging call to action on Event marketing and collateral that pushed competitive consumer incentives for 3-night stays •Strong collaboration with lodging community •Schedule enhancement to include events from Thursday through Sunday •How would you increase the number of overnight Vail guests coming for the event next year? •Make Thursday’s Pray for Snow Bonfire more compelling and continue to lean on event partners for unique promotions of the Event. Total economic impact per attendee day Recreation Restaurants/bars/food concessions Shopping Lodging Other items $0 $100 $200 $300 $400 Economic Impact per ..$94 $29 $27 $21 $12$6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 42% 21% 18% 18% Overnight Visitor Profile 1 2 3 4 5 6 or more 47% 12% 24% 15% 3% 1 2 3 - 5 6 - 8 9 - 14 15 or more 24% 29% 35% 9% 3% Vail Avon Eagle/Gypsum Summit County Beaver Creek Edwards Other 59% 21% 6% 6% 3% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 33% 19% 17% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 43% 10% 10% 12% 4% 1% Male Female Other 43% 56% 1% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding62% 24% 14% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20%Percent Responding30% 15% 24% 1% 5%3% 8% 3%1% 8% 1% Importance of Event in Decision to Visit Vail Today - Overall 2018 fundingDirect economic impact to TOVEconomic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.15 $44,737 $5.36$1,608,116$300,000Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 17.1KAttendance Est 48% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail 0% 10%20%30%40%Percent Responding40%22%14%13%11%Visitor Type ColoradoTexas Florida GeorgiaMexico MinnesotaOhio North Carolina UtahWisconsin Wyoming 1%1% 1%1% 1%1% 2% 2%2% 4%66% No 70% Yes 30% Attended Event Last Year? 2018 Vail Event Visitor Summary: Vail Snow DaysDecember 13 - 16, 2018 Survey technique: Intercept (n=469) & Post-event web (n=87). Number of years event has taken place in Vail (including 2018): 13 Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 7.0 5.8 8.3 2.8 3.9 4.7 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $196 $190 Overall Overnight visitor Overall eventNull46th Annual Vail King of the Mountain OpenBetty Ford Alpine Gardens - Nurture Explore & Discover at the Garde..Burton US OpenCommunity Art Events for the Town of VailGourmet on GoreKick It 3v3 Soccer World ChampionshipsKids Adventure GamesLegacy Fighting Alliance Prep Baseball Reports West Championships Spring Back to Vail - All (Concert & Other) Spring Back to Vail - All Except March 31 Concert Spring Back to Vail - All except March 31 Concert & Pond Skim Spring Back to Vail - Concert Only Spring Back to Vail - March 31 Concert & Pond Skim Spring Back to Vail - Pond Skim Only Taste of Vail Fall Wine and Food Classic Taste of Vail: Debut of Rose and American Lamb Cook-Off TEDxVail Vail Centre Programmatic Support Vail Craft Beer Classic Vail Jazz Party Vail Lacrosse Shootout Vail Lacrosse Tournament Vail Mountaineer Hockey Club Sportsmanship Tournament Vail Oktoberfest Vail Outlier Offroad Festival Vail Snow Days Vail Symposium Winter 2017/18 Season Vail Valley Cup - Cindy Eskwith Memorial Tournament Sample Size: 471 NPS (Net Promoter Score)/Likelihood to Recommend 12 •Do you think the NPS scores reflect the attendee event experience? The survey locations and sample size could be refined and further strategized to gain an accurate picture of the guest experience. The score doesn’t match with the feedback that we’ve received throughout the weekend and post- event from the public, partners and guests but we know it shows there is opportunity for continued improvements. •What steps would you take to improve the NPS scores for your event next year? Consider how, where and when the survey is conducted, consider using some of the budget for more extensive surveys and of course, continue to bring great talent and unique guest experiences. Total economic impact per attendee day Recreation Restaurants/bars/food concessions Shopping Lodging Other items $0 $100 $200 $300 $400 Economic Impact per ..$94 $29 $27 $21 $12$6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 42% 21% 18% 18% Overnight Visitor Profile 1 2 3 4 5 6 or more 47% 12% 24% 15% 3% 1 2 3 - 5 6 - 8 9 - 14 15 or more 24% 29% 35% 9% 3% Vail Avon Eagle/Gypsum Summit County Beaver Creek Edwards Other 59% 21% 6% 6% 3% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 33% 19% 17% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 43% 10% 10% 12% 4% 1% Male Female Other 43% 56% 1% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding62% 24% 14% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20%Percent Responding30%15%24% 1% 5%3% 8% 3%1% 8% 1% Importance of Event in Decision to Visit Vail Today - Overall2018 fundingDirect economic impact to TOVEconomic impact payback ratioTOV/VLMD sales tax impactTOV/VLMD sales tax impact ratio $0.15$44,737$5.36$1,608,116$300,000Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K10K20K 17.1KAttendance Est 48% NPS Net Promoter Score Overnightvisitor Seasonalresident ofVail Valley Day visitorto Vail Full-timedownvalleyresident Full-timeresident ofTown of Vail0%10%20%30%40%Percent Responding40%22%14%13%11%Visitor Type ColoradoTexas Florida GeorgiaMexico MinnesotaOhio North Carolina UtahWisconsin Wyoming 1%1% 1%1% 1%1% 2% 2%2% 4%66% No 70% Yes30%Attended Event Last Year?2018 Vail Event Visitor Summary: Vail Snow DaysDecember 13 - 16, 2018 Survey technique: Intercept (n=469) & Post-event web (n=87). Number of years event has taken place in Vail (including 2018): 13 OverallOvernight visitorSeasonal resident of Vail ValleyFull-time resident of Town of VailFull-time downvalley residentDay visitor to Vail 7.05.88.32.83.94.7 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $196 $190 Overall Overnight visitor Overall eventNull46th Annual Vail King of the Mountain OpenBetty Ford Alpine Gardens - Nurture Explore & Discover at the Garde..Burton US OpenCommunity Art Events for the Town of VailGourmet on GoreKick It 3v3 Soccer World ChampionshipsKids Adventure GamesLegacy Fighting AlliancePrep Baseball Reports West ChampionshipsSpring Back to Vail - All (Concert & Other)Spring Back to Vail - All Except March 31 ConcertSpring Back to Vail - All except March 31 Concert & Pond SkimSpring Back to Vail - Concert OnlySpring Back to Vail - March 31 Concert & Pond SkimSpring Back to Vail - Pond Skim OnlyTaste of Vail Fall Wine and Food ClassicTaste of Vail: Debut of Rose and American Lamb Cook-OffTEDxVailVail Centre Programmatic SupportVail Craft Beer Classic Vail Jazz Party Vail Lacrosse Shootout Vail Lacrosse Tournament Vail Mountaineer Hockey Club Sportsmanship Tournament Vail Oktoberfest Vail Outlier Offroad Festival Vail Snow Days Vail Symposium Winter 2017/18 Season Vail Valley Cup - Cindy Eskwith Memorial Tournament Sample Size: 471 Estimated Return on Investment (ROI) & Attendee Expenditures 13 •What did your event do to encourage spending in Vail? •Savor Vail program •Bud Light après and after-dark parties and Tito’s promotions and co- branding at variety of area accounts •Pray for Snow Bonfire and Bluegrass & Bloodies were added in effort to extend the weekend and bring additional traffic to town Total economic impact per attendee day Recreation Restaurants/bars/food concessions Shopping Lodging Other items $0 $100 $200 $300 $400 Economic Impact per ..$94 $29 $27 $21 $12$6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 42% 21% 18% 18% Overnight Visitor Profile 1 2 3 4 5 6 or more 47% 12% 24% 15% 3% 1 2 3 - 5 6 - 8 9 - 14 15 or more 24% 29% 35% 9% 3% Vail Avon Eagle/Gypsum Summit County Beaver Creek Edwards Other 59% 21% 6% 6% 3% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 33% 19% 17% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 43% 10% 10% 12% 4% 1% Male Female Other 43% 56% 1% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding62% 24% 14% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20%Percent Responding30% 15% 24% 1% 5%3% 8% 3%1% 8% 1% Importance of Event in Decision to Visit Vail Today - Overall 2018 funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.15 $44,737 $5.36 $1,608,116 $300,000 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 17.1K Attendance Est 48% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail 0% 10% 20% 30% 40%Percent Responding40% 22% 14%13%11% Visitor Type ColoradoTexas Florida GeorgiaMexico MinnesotaOhio North Carolina UtahWisconsin Wyoming 1%1% 1%1% 1%1% 2% 2%2% 4%66% No 70% Yes 30% Attended Event Last Year? 2018 Vail Event Visitor Summary: Vail Snow Days December 13 - 16, 2018 Survey technique: Intercept (n=469) & Post-event web (n=87). Number of years event has taken place in Vail (including 2018): 13 Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 7.0 5.8 8.3 2.8 3.9 4.7 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $196 $190 Overall Overnight visitor Overall event Null 46th Annual Vail King of the Mountain Open Betty Ford Alpine Gardens - Nurture Explore & Discover at the Garde.. Burton US Open Community Art Events for the Town of Vail Gourmet on Gore Kick It 3v3 Soccer World Championships Kids Adventure Games Legacy Fighting Alliance Prep Baseball Reports West Championships Spring Back to Vail - All (Concert & Other) Spring Back to Vail - All Except March 31 Concert Spring Back to Vail - All except March 31 Concert & Pond Skim Spring Back to Vail - Concert Only Spring Back to Vail - March 31 Concert & Pond Skim Spring Back to Vail - Pond Skim Only Taste of Vail Fall Wine and Food Classic Taste of Vail: Debut of Rose and American Lamb Cook-Off TEDxVail Vail Centre Programmatic Support Vail Craft Beer Classic Vail Jazz Party Vail Lacrosse Shootout Vail Lacrosse Tournament Vail Mountaineer Hockey Club Sportsmanship Tournament Vail Oktoberfest Vail Outlier Offroad Festival Vail Snow Days Vail Symposium Winter 2017/18 Season Vail Valley Cup - Cindy Eskwith Memorial Tournament Sample Size: 471 Total economic impact per attendee day Recreation Restaurants/bars/food concessions Shopping Lodging Other items $0 $100 $200 $300 $400 Economic Impact per ..$94 $29 $27 $21 $12$6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 42% 21% 18% 18% Overnight Visitor Profile 1 2 3 4 5 6 or more 47% 12% 24% 15% 3% 1 2 3 - 5 6 - 8 9 - 14 15 or more 24% 29% 35% 9% 3% Vail Avon Eagle/Gypsum Summit County Beaver Creek Edwards Other 59% 21% 6% 6% 3% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 33% 19% 17% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 43% 10% 10% 12% 4% 1% Male Female Other 43% 56% 1% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding62% 24% 14% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20%Percent Responding30% 15% 24% 1% 5%3% 8% 3%1% 8% 1% Importance of Event in Decision to Visit Vail Today - Overall 2018 funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.15 $44,737 $5.36 $1,608,116 $300,000 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 17.1K Attendance Est 48% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail 0% 10% 20% 30% 40%Percent Responding40% 22% 14%13%11% Visitor Type ColoradoTexas Florida GeorgiaMexico MinnesotaOhio North Carolina UtahWisconsin Wyoming 1%1% 1%1% 1%1% 2% 2%2% 4%66% No 70% Yes 30% Attended Event Last Year? 2018 Vail Event Visitor Summary: Vail Snow DaysDecember 13 - 16, 2018 Survey technique: Intercept (n=469) & Post-event web (n=87). Number of years event has taken place in Vail (including 2018): 13 Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 7.0 5.8 8.3 2.8 3.9 4.7 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $196 $190 Overall Overnight visitor Overall eventNull46th Annual Vail King of the Mountain Open Betty Ford Alpine Gardens - Nurture Explore & Discover at the Garde.. Burton US Open Community Art Events for the Town of Vail Gourmet on Gore Kick It 3v3 Soccer World Championships Kids Adventure Games Legacy Fighting Alliance Prep Baseball Reports West Championships Spring Back to Vail - All (Concert & Other) Spring Back to Vail - All Except March 31 Concert Spring Back to Vail - All except March 31 Concert & Pond Skim Spring Back to Vail - Concert Only Spring Back to Vail - March 31 Concert & Pond Skim Spring Back to Vail - Pond Skim Only Taste of Vail Fall Wine and Food Classic Taste of Vail: Debut of Rose and American Lamb Cook-Off TEDxVail Vail Centre Programmatic Support Vail Craft Beer Classic Vail Jazz Party Vail Lacrosse Shootout Vail Lacrosse Tournament Vail Mountaineer Hockey Club Sportsmanship Tournament Vail Oktoberfest Vail Outlier Offroad Festival Vail Snow Days Vail Symposium Winter 2017/18 Season Vail Valley Cup - Cindy Eskwith Memorial Tournament Sample Size: 471 Event Strengths & Weaknesses 14 •How did the event exceed expectations? •The concerts achieved what we set out to do. Town of Vail, Vail Mountain and Highline are aligned that the goal is to execute world-class events, offering memorable guest experiences and bring the crowds in early season. •The feedback from Town of Vail merchants, restaurants and lodging groups has been extremely positive. Additionally, a wide variety of executives are glad to have Vail on the map as a top of mind option for guests to consider in early season, because of this festival offering. Event Strengths & Weaknesses 15 •What the community is saying: From BRIDGE STREET BAR -The Snow Days event has helped turn what is normally a “moderate“ time of year for us (early to mid December) into one of the biggest weekends of the winter. Customers and staff alike clearly LOVE the event! and it really creates excitement for the start of the winter. Hopefully this event finds a permanent home in Vail. Todd Milner, Owner Bridge Street Bar From SONNENALP HOTEL, SPA, BULLY RANCH and LUDWIGS -I’m always excited when our town has exciting events happening such as Vail Snow Days.These events help to increase our occupancy in the hotel as well as having guests eat in our outlets. Our two restaurants were very busy as well as our spa. Moreover,town wide events help tell our Vail story to the world that Vail is a happening place and that they would want to be a part of it.I believe that as we have more events such as Vail Snow Days –Vail will continue to be a year around resort, not just busy during some time periods Patricia McNamara, Director of Sales at Sonnenalp Hotel Event Strengths & Weaknesses 16 •What the community is saying: From 10TH MOUNTAIN WHISKEY AND SPIRIT COMPANY -I checked in with Ryan Thompson (Co Founder) and he said we were up this year about 30% that weekend over last year.And up about 15% over two years ago.Not sure how much of that has to do with Snow Days or just the fact that we actually had snow this year....Regardless, we feel it’s a good, early season event, it attracts non-skiers and skiers alike. It gets people excited for the ski season and is a good celebration. It should continue. Andy Ioele, Tasting Room Manager/Brand Ambassador From FOUR SEASONS -We feel that the event overall was well planned and managed. The promotional offerings were beneficial and the musical acts did draw a customer demographic that aligned with our business offerings and price points. Our Remedy Bar and Flame restaurant were positively impacted during the dates of the festival and our guests, even if they were not attending the concerts, shared that they enjoyed the ambient energy within the Village. In short, we support and need a healthy experiential offering within the destination that aligns with our targeted customer personas to enjoy thriving business results. Amy Moser Harrison | Director of Sales and Marketing Event Strengths & Weaknesses 17 •What are areas for event improvement? •The Pray for Snow Bonfire was a unique addition that helped to connect Vail mountain experiences to Vail Snow Days. The programming offered a family friendly experience for guests. We plan to take a closer look at the venue, entertainment and more to, consider the colder than normal temperatures and enhance the overall guest experience. •We also see an opportunity to further promote retailers, restaurants etc. that are part of Savor Vail Event Strengths & Weaknesses 18 •How did this year’s event compare to previous years? •Attendance, media exposure and community involvement increased significantly this year. See Vail Mountain Recap for full data. •The shift in the event structure to a 4-day festival anchored with 2 free headliner concerts was established in 2018 with plans to develop the auxiliary components in the future. Vail Brand Compatibility 19 •How did the event /program support the Vail Brand? •Vail Snow Days represents everything that Vail has to offer during the winter season and accurately reflects the Vail’s community engagement opportunities for all ages. •Free concerts are a staple in Vail’s entertainment programming year- round and the increased level of talent in 2018 position the Town and Resort as leaders in the industry. The goal is for guests to enjoy early season in Vail with family and friends in an impressive, memorable atmosphere. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Vail Brand Compatibility 20 •How did the event /program support the Vail Brand? •The incorporation of family-focused events, such the Pray for Snow Bonfire and a strong concert line-up pushes Vail Snow Days to the forefront of visitors early-winter plans to be in the mountains. •Vail Snow Days continues to use digital and social media as well as traditional advertising platforms to promote both the event and Vail as a top destination for early-season winter activities. Community Contribution 21 •How did the event impact Vail’s sense of community? •Vail Snow Days brings guests from near and far to the Town of Vail and Vail Mountain prior to the busy holiday season. The event pre-empts the heightened spirits and excitement surrounding Vail in late December, by giving locals and visitors alike something to look forward to earlier in the month. •Vail Snow Days partners with local and national brands. The 2018 event was expanded to incorporate more areas in Vail so guests were able to take advantage of the offerings from Lionshead to Ford Park. •On-snow activations, activation in-town on International Bridge and free live music, Vail Snow Days draws guests together to participate in a piece of Vail tradition. Topline Marketing Efforts 22 •Include overview of top 3 successful marketing tactics or executions •A full advertising, marketing and public relations campaign was executed surrounding Vail Snow Days in the local, regional and national media. Placements were made with print, broadcast and digital outlets reaching 3,098,198. •A public relations campaign surrounding Vail Snow Days was conducted, reaching out to local, regional and national media outlets to enhance coverage of the event in the news media reaching 11,984,462. •Robust social engagement totaling 1,019,000 impressions complimented with grassroots marketing including concierge outreach, local & regional postering, festival rack brochure distribution, unique alignment with brand ambassadors and consumer engagement. Topline Marketing Efforts 23 •New Highlight for 2018: AXS-TV Truckfest Feature •AXS TV has 60 million subscribers across the United States on carriers like DIRECTV, Dish Network, Sling, DIRECTNow, Comcast, Charter Spectrum and the NCTC member companies. •The purpose of TrunkFest is for the host, Eddie Trunk, to discover new music, people, food, and experiences at festivals around the world. The final product of each episode highlights the uniqueness and experiences that each festival has to offer. Vail Snow Days 2018 was a chosen feature because they are always looking for unique festivals and experiences in iconic places that features iconic bands. Vail Snow Days has a little of everything. Topline Marketing Efforts 24 •New Highlight for 2018: AXS-TV Truckfest Feature continued •The Town of Vail opened its arms to the AXS- TV production team and they were able to get a great feel of the Vail Snow Days experience as a whole. •The Trunkfest crew stated that “Vail Snow Days was truly a unique experience because it incorporates the entire town into the festival, which we had never done before. Plus, it was our first festival we were able to cover in the snow and in the mountains.” Topline Marketing Efforts 25 Town of Vail Vail Mountain Highline Sports & Entertainment Four Seasons Resort and Residences Vail 10th Mountain Whiskey & Spirit Company The Arrabelle at Vail Square,Residence 284 Vail Ski and Snowboard School Vail Sports Dave Chapin, Vail Mayor Jenn Bruno, Owner of Due, Luca Bruno Ashley Prill Mark Sassi, of TV8 Nathaniel Rateliff & The Night Sweats Devon Allman &Duane Betts •New Highlight for 2018: AXS-TV Truckfest Feature continued This was a great success thanks to the strong collaboration from Town of Vail partnerships: Potential for Growth & Sponsorships/Media Exposure 26 •How do you see the event evolving or growing next year? •With similar budgets, we see continued success with booking headliner acts, including event elements for a 4-day, festival experience. The goal is to be sure that guests are seeing branding and/or experiencing Vail Snow Days from Lionshead to Vail Village to Golden Peak and Ford Park. •What sponsors do you plan to target next year? •We plan to target existing relationships included Bud Light, Pepsi, Helly Hansen, GMC and other strategic alliance partners as well partnerships within the spirit and brand sampling categories that are strong fit within the Town of Vail. Potential for Growth & Sponsorships/Media Exposure 27 •How will you leverage media exposure and extend the marketing reach next year? •Working with national brands lends to an extended reach that is driven by their initiatives. Additionally, Vail Mountain offers an extremely savvy digital media reach that uses strong video content to keep the followers engaged. The festival weekend event aligns nicely with unique coverage, such as the opportunity that Vail Mountain achieved with AXS TV. Sustainability Efforts 28 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •Pre -existing power was utilized at all event venues, including Ford Park, Golden Peak, Mountain Plaza and International Bridge •Encouraged use of Town of Vail busses/shuttles to concert venue vs. use of hotel shuttles •What waste reduction methods were used during your event/program? •Reduction of un-needed service ware at Event •Separating trash and recycling at all event locations •Used re-usable linens vs. disposable •How could you improve on sustainability efforts for next year’s event? •Work on better education for consumers with the mix of compostable and recyclable elements at the Event . Event Budget 29 Event producer to attach detailed budget for recap *NOTE: the marketing item here includes regional grassroots marketing and promotions; this budget doesn’t reflect the paid media and costs associated with Vail Mountain’s robust efforts Item $ Total Event Budget:604,221.70 CSE Funds:30,000.00 Town Council Funds:270,000.00 Cash Sponsorship (not CSE):293,347.15 Ticket Sales:24,957.00 Marketing Budget*:3,600.00 Profit & Loss:14,082.45 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Talent/Production Additional Information/Appendix 30 •Provide detailed budget in the Appendix •Provide final marketing plan in the Appendix (as noted in VAIL SNOW DAYS 2018 RECAP) just following the Survey Dashboard PDF •Provide full version of the Survey Dashboard PDF in Appendix •Provide any additional information or marketing materials you think the CSE would benefit from •Please see the VAIL SNOW DAYS 2018 RECAP as supplied by Vail Mountain, which includes the marketing plan, a variety of comparisons, including lodging occupancy comparison from ‘17 to ‘18. •Please view DROPBOX link to image highlights provided. UPDATED 01/28/19 Estimated Actual Total Income $575,000.00 $618,304.15 CSE Estimated Actual Estimated Actual 2018 CSE Contribution $30,000.00 $30,000.00 2018 MidYear Contribution Request $300,000.00 $270,000.00 $330,000.00 $300,000.00 Tickets/Admissions Estimated Actual Estimated Actual Private Reserve $10,000.00 $24,957.00 $10,000.00 $24,957.00 Revenue from other items Estimated Actual Estimated Actual Vail Resorts/Vail Mountain $200,000.00 $232,427.15 Sponsorships $15,000.00 $21,200.00 F&B, Merch Sales $20,000.00 $39,720.00 $235,000.00 $293,347.15 Program Budget for Vail Snow Days 2018 > Income UPDATED 01/28/19 Estimated Actual Total Expenses $575,100.00 $604,221.70 Site/Location/Operations Estimated Actual License/Permit/Venue Fees $1,700.00 $2,197.60 Labor $64,600.00 $73,923.70 Security/Medical $10,500.00 $24,004.38 Event Supplies $2,600.00 $4,389.77 Equipment Rentals $44,600.00 $45,879.92 Talent/Entertainment/Production $304,500.00 $299,117.66 Project Fee $92,775.00 $96,353.44 Insurance $6,000.00 $6,000.00 Administrative $675.00 $545.87 Total $527,950.00 $552,412.34 Food & Beverage Estimated Actual Meals/Entertainment $175.00 $358.83 F&B Expenses $20,300.00 $28,641.55 Charitable Donation $1,250.00 $2,000.00 Total $21,725.00 $31,000.38 Travel/Lodging Estimated Actual Lodging $6,400.00 $5,369.17 Total $6,400.00 $5,369.17 Branding Estimated Actual Printing/Reproduction $1,000.00 $191.46 Signage $8,000.00 $4,088.26 Total $9,000.00 $4,279.72 Marketing Estimated Actual Advertising/Marketing/Promos $2,650.00 $3,506.00 Total $2,650.00 $3,506.00 Sponsorship Implementation/Fulfillment Estimated Actual $7,375.00 $7,654.09 Total $7,375.00 $7,654.09 Program Budget for Vail Snow Days 2018 > Expenses UPDATED 01/28/19 Estimated Actual Total income $575,000.00 $618,304.15 Total expenses $575,100.00 $604,221.70 Total profit (or loss)-$100.00 $14,082.45 WILL BE USED AT SB2V 2019 Program Budget for Vail Snow Days 2018 > Profit - Loss Summary $550,000.00 $560,000.00 $570,000.00 $580,000.00 $590,000.00 $600,000.00 $610,000.00 $620,000.00 $630,000.00 Es0mated Actual Total income Total expenses Total economic impact per attendee day Recreation Restaurants/bars/food concessions Shopping Lodging Other items $0 $100 $200 $300 $400 Economic Impact per ..$94 $29 $27 $21 $12$6 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 42% 21% 18% 18% Overnight Visitor Profile 1 2 3 4 5 6 or more 47% 12% 24% 15% 3% 1 2 3 - 5 6 - 8 9 - 14 15 or more 24% 29% 35% 9% 3% Vail Avon Eagle/Gypsum Summit County Beaver Creek Edwards Other 59% 21% 6% 6% 3% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 33% 19% 17% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 43% 10% 10% 12% 4% 1% Male Female Other 43% 56% 1% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding62% 24% 14% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would have come to Vail anyway 1 2 3 4 5: Half my reason for coming to Vail 6 7 8 9 10: My only reason for coming to Vail 0% 20%Percent Responding30% 15% 24% 1% 5%3% 8% 3%1% 8% 1% Importance of Event in Decision to Visit Vail Today - Overall 2018 funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.15 $44,737 $5.36 $1,608,116 $300,000 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 17.1K Attendance Est 48% NPS Net Promoter Score Overnight visitor Seasonal resident of Vail Valley Day visitor to Vail Full-time downvalley resident Full-time resident of Town of Vail 0% 10% 20% 30% 40%Percent Responding40% 22% 14%13%11% Visitor Type ColoradoTexas Florida GeorgiaMexico MinnesotaOhio North Carolina UtahWisconsin Wyoming 1%1% 1%1% 1%1% 2% 2%2% 4%66% No 70% Yes 30% Attended Event Last Year? 2018 Vail Event Visitor Summary: Vail Snow Days December 13 - 16, 2018 Survey technique: Intercept (n=469) & Post-event web (n=87). Number of years event has taken place in Vail (including 2018): 13 Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 7.0 5.8 8.3 2.8 3.9 4.7 Are you staying: How many people are staying in your accomodations unit? Nights in the area this trip Where are your lodging accommodations located? Annual Household Income Age State/Country Gender Nightly Rate (if Paid) Average: Median: $196 $190 Overall Overnight visitor Overall event Null 46th Annual Vail King of the Mountain Open Betty Ford Alpine Gardens - Nurture Explore & Discover at the Garde.. Burton US Open Community Art Events for the Town of Vail Gourmet on Gore Kick It 3v3 Soccer World Championships Kids Adventure Games Legacy Fighting Alliance Prep Baseball Reports West Championships Spring Back to Vail - All (Concert & Other) Spring Back to Vail - All Except March 31 Concert Spring Back to Vail - All except March 31 Concert & Pond Skim Spring Back to Vail - Concert Only Spring Back to Vail - March 31 Concert & Pond Skim Spring Back to Vail - Pond Skim Only Taste of Vail Fall Wine and Food Classic Taste of Vail: Debut of Rose and American Lamb Cook-Off TEDxVail Vail Centre Programmatic Support Vail Craft Beer Classic Vail Jazz Party Vail Lacrosse Shootout Vail Lacrosse Tournament Vail Mountaineer Hockey Club Sportsmanship Tournament Vail Oktoberfest Vail Outlier Offroad Festival Vail Snow Days Vail Symposium Winter 2017/18 Season Vail Valley Cup - Cindy Eskwith Memorial Tournament Sample Size: 471 VAIL SNOW DAYS 2018 RECAP VAIL SNOW DAYS OVERVIEW Vail Snow Days is back and bigger than ever with a jam packed, four day schedule. Free concerts, presented by Bud Light, start on Friday, December 14, with Wildermiss, opening for Nathaniel Rateliff & The Night Sweats. Concerts continue on Saturday, December 15 with Shakey Graves and The Devon Allman Project with special guest Duanne Betts. The Pray for Snow Bonfire and Kick off Celebration begins the festival on Thursday with a torchlight ski down, bonfire, and fireworks, followed by a pub crawl around town. This leads into a weekend of town specials, après and after dark parties, lively festival village, Bluegrass and Bloodies and more. FREE CONCERTS AT FORD PARK Presented by Bud Light NATHANIEL RATELIFF & THE NIGHT SWEATS and WILDERMISS Friday, December 14 |6pm SHAKEY GRAVES and THE DEVON ALLMAN PROJECT with special guest DUANE BETTS Saturday, December 15 |6pm EVENT SCHEDULE ATTENDANCE OVERVIEW VSD 2017 VSD 2018 Change %Change Qty Concert Friday -8,500 N/A 8,500 Concert Saturday 2,500 6,800 172%4,300 Expo Friday -8,200 N/A 8,200 Expo Saturday 3,700 13,300 259%9,600 Expo Sunday 3,000 11,200 273%8,200 Pub Crawls -2,200 N/A 2,200 Bloodies and Bleugrass -150 150 Snow Days LIVE -2,400 N/A 2,400 Bonfire -1,250 N/A 1,250 Additional 2017 Elements 2,075 --100%(2,075) Total 11,275 56,400 400%45,125 PARTNER ACTIVATIONS Pubcrawls •THURSDAY, DEC. 13: Pray for Snow (7-10 PM)200 Vendetta’s | Pazzo’s | Bridge Street Bar •FRIDAY, DEC. 15: Ugly Sweater (10PM –12:30AM)1,500 Vendetta’s | Pazzo’s | Bridge Street Bar •SATURDAY, DEC. 16: Light Up the Night (2:30-5:30PM)500 Express Lift Bar | Pazzo’s | Los Amigos PARTNER ACTIVATIONS Festival Village •Friday (8,200) Saturday (13,300) and Sunday (11,200) Base of Gondola One, Vail Village and sampling around village PRAY FOR SNOW BONFIRE Thursday, December 13 | 5-7PM Golden Peak, Vail Mountain Celebration of Snow including: • Ski down Torchlight Parade • Bonfire • Pray for Snow Winter Blessing • Live with locals favorite REWIND • Fire Dancers • Snowball Eating Contest • Drink and Food Specials • Fireworks Est. Attendance: 1,250 BLUEGRASS AND BLOODIES Sunday, Dec. 16 3 bloody mary samplings Live music from Runaway Grooms Tavern on the Square | 10am –1pm Est. Attendance: 150 ADDITIONAL EVENT ENHANCEMENTS Savor Vail -Town merchants were invited to offer unique specials and be listed as a part of Vail Snow Days -10 retail locations, 7, restaurants and 2 spas -Est. participation: Not sure this is possible to determine. Snow Days LIVE! -In-town and on-mountain music locations to enhance the overall event -24 live music listings Thursday –Sunday -Est. Attendance: 2,400 FREE CONCERTS AT FORD PARK Free Concert Friday, December 13 Nathaniel Ratelff & The Night Sweats Wildermiss FREE CONCERTS AT FORD PARK Free Concert Saturday, December 16 Shakey Graves The Devon Allman Project with special guest Duane Betts PAID MEDIA PLAN OVERVIEW A full advertising, marketing and public relations campaign was executed surrounding Vail Snow Days in the local, regional and national media. Placements were made with print, broadcast and digital outlets. Social Print Media FY19 IMPs FY18 IMPs Preroll Video/Connected TV (TTD 253,021 277,044 Facebook/Instagram Video 1,583,836 - Facebook/Instagram Display -366,178 Westword Print/Digital 138,666 - 303 Magazine Didigtal 11,548 - 5280 Digital 86,127 - Local Radio 60,000 - TV8 40,000 40,000 Vail Daily 140,000 280,000 Digital Display (TTD)-682,264 Total 2,313,198 1,645,486 Weighted Enterprise Construct 785,000 - FINAL TOTAL 3,098,198 1,645,486 MEDIA CREATIVE EXAMPLES Print Online Westword Online Ad, Website placement here 3-frame animation IN RESORT SIGNAGE Gondola Terminal and Storefront window clings Town Banner Base Area A-Frame and Brochures IN RESORT SIGNAGE Schedule Brochure featuring all schedule elements Town Banner PR / MEDIA HITS A public relations campaign surrounding Vail Snow Days was conducted, reaching out to local, regional and national media outlets to enhance coverage of the event in the news media. NOTE: Impressions for RealVail was unavailable and (#) shows number of individual articles per publication 2018 Editorial 9News at 8am -KTVD-TV 17507 CO Springs Gazette 200,000 Colorado Springs Gazette 906,233 INSIDER 21386 KUSA-TV Online 3,000,000 MomTrends 63,912 MSN Travel Canada 5558 Realvail (5)N/A ShermansTravel 1,988,349 Snow Industry News (2)100,000 Third Eye Mom 9059 Vail Daily 30,000 Vail Daily Online (7)1,351,000 Vail-Beaver Creek Online 6,195 Westword Online (2)4191842 Media Impressions 11,891,041 Band Tour Schedule Listing Peach Review, The 8,742 antiMUSIC.com 74,807 Jamband News (2) 9,872 Band Tour Schedule Listing 93,421 TOTAL 11,984,462 PR / MEDIA: AXS-TV TRUNKFEST FEATURE In collaboration with the Town of Vail, Highline and Vail Mountain, the resort was able to host AXS-TV Trunkfest during the expanded Vail Snow Days event. TrunkFest is a half-hour long episodic series featuring television host and music historian, Eddie Trunk. Eddie hits the road to visit the world’s biggest and most eclectic music festivals, bringing the festival season directly to viewers homes. Throughout the series Eddie will discover new music, people, food, and experiences, while meeting a variety of people along the way.Season 2 is currently in production and will feature Vail Snow Days when it airs in the early summer. Season 1 of the series included: Sturgis Motorcycle Rally, Voodoo Music + Arts Experience, Castaway with Southern Ground, Louder Than Life, Kaaboo, New Orleans Jazz & Heritage Festival, Mountain Jam and Cheyenne Frontier Days. The Vail Snow Days feature will include footage from: the inaugural ski down/bonfire/fireworks, Eddie Trunk ski lesson at the top of the mountain, interview with Vail Mayor Dave Chapin and Council Member Jenn Bruno at the Four Seasons, interview with TV8’s Ashley Prill and Mark Sassi at the International Bridge, whiskey tasting at 10th Mountain Whiskey, interview with Nathaniel Rateliff & The Night Sweats from the Arrabelle condo, interview with Devon Allman and Duane Betts as they rode up Gondola One, and b -roll from the festival village activities and both nights of concerts. SOCIAL ENGAGEMENT Social media played a large role in spreading the word about the event, as many of the artists and sponsors involved in the event are very active on a number of social networks. Platform Posts Impressions Engagements Instagram 2018 Total 13 posts total 660,000 28,685 2017 Total 6 Posts Total 447,400 29,400 YOY Increase 48%-2% Twitter 23,000 897 2018 Total 8 posts total 81,000 4,238 2017 Total 5 posts total 66,300 3,800 YOY Increase 22%12% Facebook 2018 Total 14 posts total 278,000 9,991 2017 Total 6 Posts Total 106,800 3,800 YOY Increase 160%163% VAIL CRM (EMAIL SENDS) •10.22 Resort Comm Passholders / Colorado Locals, Local Family, Non- Family and Destination Passholder •10.31 Destination Guests not on the books Linking to: vail.com/signature events •11.7 Passholder Segment Snow Days Takeover Non-Family and Family •11.17 Opening Day Resort Comm Passholder and CO Local Family / Non-Family •11.20 Hail Mary all Vail List Family and Non-family •12.12 Resort Comm Snow Days Takeover (Colorado Local and Passholders) VAIL LODGING OCCUPANCY Snow Days 2017 Snow Days 2018 RECAP VIDEO LINK TO RECAP VIDEO: https://www.dropbo x.com/s/ce1rkh8m7 mk05pa/VAIL_SNO WDAYS_2018_RE CAP_V2.mp4?dl=0