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POWABUNGA 2019 Event Recap with Survey-minSurveyed Event Recap: Powabunga   Cultural, Recreational & Community Category Wednesday, May 1st 2019 Powabunga: March 22 and 23, 2019 Austin Gavlak Phone: 817.542.4965 Austin@FullSendVail.com 2 Overall Event Highlights & Successes 3 •Roughly 3,000 AVG daily PAID attendance, with strong target demo representation •Incredibly positive coverage from media outlets across the country •$35k in sponsorship from premium outdoor and alcohol brands •Created a world class audio and visual experience that far exceeds the standard people have become accustom to in the Vail Valley. •Working with a large group of local artists to create an immersive experience in Ford park that included large art installations, unique seating environments, and a creative food and drink offerings from local leaders. •A 30.2X return on TOV investment Questions from CSE 4 •The CSE will ask questions about your event and recap •Leave this blank – it’s a placeholder Attendance Estimate 5 •Our target attendance/capacity is 10,000. As a first year event, we were happy with what was accomplished without a full quiver of marketing materials while building a brand from scratch in a short time frame. •Next year we will announce the event much earlier to give people time to make arrangements, we have a large inventory of video and photo assets to use in marketing efforts, and have tons of marketing data to give us a huge head start. Visitor Type 6 •Was this the visitor type split you expected? Yes. •Why or why not? Please explain. We knew people would travel for this lineup of artists. •What steps would you take to optimize visitor mix for future events?  We will announce sooner to give out of state guests more time to plan, and we will work to create better lodging deals. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •We made special lodging packages with Evergreen Lodge and DoubleTree Hotel. We pushed these lodging packages in our national press releases, on our website, and across all social media channels. Overall Visitor Profile 8 •We nailed the young professional target, with our average attendee being 29 years old, and an almost equal split of male to female. •We were so proud of the crowd we brought to Vail. People were respectful and well behaved, and the vibe was something multiple international touring artists made a point to comment on as being very special. Role/Importance of Event in Intent to Visit Vail 9 •We pushed lodging deals to our multi-day event •We would like to make Powabunga a 3 day event next year to encourage more nights booked at hotels. NPS (Net Promoter Score)/Likelihood to Recommend 10 •Do you think the NPS scores reflect the attendee event experience? •No, I think that the weighting of the scores is misleading. 66% of people gave us a 9 or 10, and 16% gave us a 7 or 8. 82% of people gave us a high marks. •What steps would you take to improve the NPS scores for your event next year? •We will take note of the comments and suggestions provided. Estimated Return on Investment (ROI) & Attendee Expenditures 11 •What did your event do to encourage spending in Vail? •Our event brought people in from out of town who didn’t require a FREE event to make the trip. This is a much higher value visitor. Event Strengths & Weaknesses 12 •How did the event exceed expectations? The event was well executed and created a smooth guest experience. The quality of sound and visual production far exceeded the standard people have become accustom to in the Vail Valley. Many guests made it a point to tell us it was the best VIP offering they had ever experienced. •What are areas for event improvement? We will use our extra planning time to be able to fully execute more of our ideas. More art, both inside the venue and around town. Provide a better box office experience with a new ticketing platform. We will take all feedback from guests and town into consideration. Vail Brand Compatibility 13 •How did the event support the Vail Brand? •We created an event that 3000 people per day (mostly young professional target) were willing to pay to be a part of, traveling from all over the country to experience a unique event. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 14 •How did the event impact Vail’s sense of community? •It brought together young local people to be build and experience something special. •We had almost 50 local people volunteer their time to contribute across all the aspects of creating this event. • We put the new creative workspace in Cascade to good use immediately. •The crowd that attended was overwhelmingly respectful as they enjoyed something that many said to be the best experience they have ever had in the valley. Topline Marketing Efforts 15 •A strong national press release for announcement, we were picked up by large Denver based publications like 303 Magazine and by dozens of popular online outlets that have strong national followings. •Targeted Social media marketing campaigns that evolved over time to hyper-target our demographic in different ways depending on their level of engagement. •Highly effective retargeting campaigns for potential consumers who had visited our website or abandoned a shopping cart. •We reached 434,000 people and created 2.9 Million impressions Potential for Growth & Sponsorships/Media Exposure 16 •How do you see the event evolving or growing next year? •We would like the event to grow to 3 days and include much more art. •What sponsors do you plan to target next year? •We were very pleased with most of our sponsor relations this year as were the sponsors themselves. Our focus will be to have more outdoor lifestyle brands involved next year. •How will you leverage media exposure and extend the marketing reach next year? •We have “pixeled" over 35k people in our target demo that we will  be able to target from day 1 next year. Sustainability Efforts 17 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •We used recyclable materials as much as possible and had volunteers help make sure items were properly sorted. •How could you improve on sustainability efforts for next year’s event? •We want to add compost to our mix to be a truly Zero Waste event. 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 18 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$445,565 CSE Funds:$45,000 Cash Sponsorship (not CSE):$35,000 In-kind Sponsorship: Marketing Budget:$28,600 Profit & Loss:-$76,265 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Production // MTKG 19 POWABUNGA // VAIL, CO // MAR 22-23 PRODUCTION MKTG // ADVERT Stage Rental fees - SL320 $15,700 FEATHR $2,000 Sound/Lights $51,500 AGENCY $5,000 Lasers $8,500 AD SPEND $9,500 LED WALLS $13,500 Advertising - Local Radio BACKLINE $4,400 Advertising - Print $2,200 Costume Event $200 Public Relations $3,000 Rental Construction Equipment $1,100 Graphic Design $2,000 Venue Decorations/Enviroment $6,000 Website $500 Banners/Sineage $3,000 Patry Guru $1,000 Staff Lodging $6,500 Poster Printing $1,500 Core Staff Salaries $15,000 Town Banner Installation $800 Stage Hands $4,500 DO303 $1,000 Radios $1,000 TOTAL MKTG $28,500 Talent $166,750 PRODUCTION TOTAL $297,650 OPERATIONS Total Expenses $464,765 Heaters $1,200 Insurance $2,100 Labor ($20 per hour / 550 hours)$11,000 Portos/Trash/Water Tank $8,122 Medical $3,000 NPO Donation $3,000 Security $12,000 Police $13,500 INCOME Ambulance $2,000 Vehicle Expenses $1,800 Cash Sponsorships $35,000 Fencing $9,393 TOV Funding $45,000 Permits // Fees $500 Concessions less COGS/TAX/Rev Share $27,500 Box Office Labor $3,000 Tickets $268,000 VIP Experience $4,000 Merch/Vendors $3,000 Video Production $3,000 After Party Ticket Revenue $10,000 Photography $200 Event Management (MAck/Chels)$4,000 TOTAL $388,500 Credentials // Wristbands $1,500 Profit Artist Village $3,500 -$76,265.00 Artist Riders $500 Office / Bank / Storage $0 Tenting $15,300 VIP Catering $2,500 Investor Interest $21,000 Meals $2,500 Contigency $10,000 TOTAL OPERATIONS $138,615 \ 20 Total economicimpact per attendee day Restaurants/bars/food concessions Recreation (Lifttickets ex. Epic Pass, etc.) Powabunga Tickets Lodging Shopping Other items $0 $100 $200 $300 $400 $227 $67 $37 $33 $32 $25 $33 Direct Economic Impact to TOV per Attendee-Day In commercial lodgingIn rent-by-owner lodgingWith friends/familyVacation home/timeshareOther 34%40% 16%8%2% Overnight Visitor Profile 1 2 3 4 5 6 or more 12% 19% 19% 43% 1% 6% 1 2 3 - 5 6 - 8 9 - 1415 or more 12% 60% 25% 3% 1% Vail Avon Other Beaver Creek Edwards Summit County Eagle/Gypsum 56% 14% 9% 8% 7% 5% 2% Under $50k $50k-$100k $100k-$150k $150k or more 26% 42% 18% 15% Overall Visitor Profile 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 14% 70% 12% 2% 1% 1% Male Female 46% 54% Promoter Passive Detractor 10% 20% 30% 40% 50% 60% 70% 80%Percent Responding66% 16%18% Likelihood of Recommending Event to a Friend or Family Member 0: None, Iwould havecome to Vailanyway 1 2 3 4 5: Half myreason forcoming to Vail 6 7 8 9 10: My onlyreason forcoming to Vail 0% 20% 40% 60%Percent Responding12% 56% 3%2%2%1%8%3%2%7%5% Importance of Event in Decision to Visit Vail Today - Overall 2019 Town of Vail funding Direct economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.79 $35,635 $30.25 $1,361,306 $45,000 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 6.0K Attendance Est 48% NPS Net Promoter Score Overnightvisitor Seasonalresident ofVail Valley Day visitorto Vail Full-timedownvalleyresident Full-timeresident ofTown of Vail 0%10% 20% 30% 40% 50% 60%Percent Responding52% 12%18% 9%9% Visitor Type ColoradoCaliforniaTexasIllinoisNew YorkIowaMexicoTennesseeFlorida 1%1% 1% 1% 2% 2% 3%5%74% 2019 Vail Event Visitor Summary: Powabunga Fest March 22 - 23, 2019 OverallOvernight visitorSeasonal resident of Vail ValleyFull-time resident of Town of VailFull-time downvalley residentDay visitor to Vail 7.76.18.34.08.17.4 Are you staying: How many peopleare staying in your accomodationsunit? Nights in thearea this trip Where are yourlodgingaccommodationslocated? Annual HouseholdIncome Age State/Country Gender Nightly Rate (if Paid) Average: Median:$406$300 Overall Overnight visitor Overall event 10th Mountain Parade Powabunga Fest Sample Size: 349 Survey technique: Intercept & Post-event web. Number of years event has taken place in Vail: 1 Total economic impact per attendeeday Restaurants/bars/ food concessions Recreation (Lift tickets ex. Epic Pass,etc.) Powabunga Tickets Lodging Shopping Other items $0 $100 $200 $300 $400 $227 $67 $37 $33 $32 $25 $33 Direct Economic Impact to TOV per Attendee-Day In commercial lodgingIn rent-by-owner lodgingWith friends/familyVacation home/timeshareOther 34%40% 16%8% 2% Overnight Visitor Profile 1 2 3 4 5 6 or more 12% 19% 19% 43% 1% 6% 12 3 - 56 - 89 - 1415 or more 12% 60%25%3% 1% Vail Avon Other Beaver Creek Edwards Summit County Eagle/Gypsum 56% 14% 9% 8% 7% 5% 2% Under $50k $50k-$100k $100k-$150k $150k or more 26% 42% 18% 15% Overall Visitor Profile 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 14% 70% 12% 2% 1% 1% Male Female 46% 54% Promoter Passive Detractor 10% 20% 30% 40% 50% 60% 70% 80%Percent Responding66% 16%18% Likelihood of Recommending Event to a Friend or Family Member 0: None, Iwould havecome to Vailanyway 1 2 3 4 5: Half myreason forcoming to Vail 6 7 8 9 10: My onlyreason forcoming to Vail 0%20%40%60%Percent Responding12%56%3%2%2%1%8%3%2%7%5%Importance of Event in Decision to Visit Vail Today - Overall2019 Town of Vail fundingDirect economic impact to TOVEconomic impact payback ratioTOV/VLMD sales tax impactTOV/VLMD sales tax impact ratio $0.79$35,635$30.25$1,361,306$45,000Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K10K20K 6.0KAttendance Est 48% NPS Net Promoter Score Overnightvisitor Seasonalresident ofVail Valley Day visitorto Vail Full-timedownvalleyresident Full-timeresident ofTown of Vail0%10%20%30%40%50%60%Percent Responding52%12%18%9%9%Visitor Type ColoradoCaliforniaTexasIllinoisNew YorkIowaMexicoTennesseeFlorida 1%1%1%1%2%2%3%5%74% 2019 Vail Event Visitor Summary: Powabunga FestMarch 22 - 23, 2019OverallOvernight visitorSeasonal resident of Vail ValleyFull-time resident of Town of VailFull-time downvalley residentDay visitor to Vail 7.76.18.34.08.17.4 Are youstaying: How many peopleare staying in youraccomodationsunit? Nights in thearea this trip Where are yourlodgingaccommodationslocated? Annual HouseholdIncome Age State/Country Gender Nightly Rate (ifPaid) Average: Median:$406$300 Overall Overnight visitor Overall event10th Mountain ParadePowabunga FestSample Size: 349 Survey technique: Intercept & Post-event web. Number of years event has taken place in Vail: 1 DASHBOARD MARKETING PLAN 21 •ONLINE •Robust Hyper-targeted Facebook, Instagram, and Google Ad campaigns •Feathr - Pixeled retargeting - custom to various position in MKTG funnel •Email blasts through well established front range networks •DO303, Party Guru, Two Parts, CO YOGA + LIFE • PRINT •303 MAG - Article feature (non-paid) •Vail // Summit Daily • 12 ad placements in each leading to event •2 Feature Articles (non-paid) Additional Information 22 •Post Event Press Coverage: •Both articles are extremely positive and outline their experience over the weekend •https://urlzs.com/i3Dp •https://urlzs.com/uQ2x