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Home My WebLink About04. CRC 2019 Event Recap - VFAS FINAL LITE copyEvent Recap: Vail Family Apres Ski Cultural, Recreational & Community Category Presented Wednesday, May 2, 2019 Vail Family Apres Ski 2019 Saturdays, December 22, 29, 2018 & March 9, 16, 23, 2019 J. Brian Hall Event Producer Blue Creek Productions, Inc. Office: 970.328.5855 Mobile: 970.376-2594 brianhall@bluecreek.com 2 Event Photos… 3 Event Photos… 4 Overall Event Highlights & Successes 5 •We would arrive early and run around in costume to promote event and say hello to employees. They were excited about this, snapped selfies and then were better able to spread the word our event. We helped engage and pop up the energy of the staff at the end of the day. •Chosen ”Top 5 Things to Do” by Vail Daily weekly picks. •100%YES response to “would you return to our event?” •Established the VFAS Kids Parade as a kick off ceremony of each event. Parade traveled around the Lionshead base area creating more awareness and gathering families as we marched. Estimated Attendance Results 6 •Estimated attendance: 2,025 for 5 events, We have begun using a clicker system to track attendance. •Weather is a big influencer of our attendance. Our events around Christmas had plenty of people come by, but it was cold and snowing so their visits were pretty short (10 to 15 minutes) as they ran inside to get warm. Some kids would keep running in to get warm and out to play with us. •Our event does not drive people specifically to Vail. But I do believe that it does enhance their family vacation experience and supports their decision to come back again to Vail. Blue Creek Productions In-House Surveys 7 Are you? Vacationing: 69% Local: 10% Second Homeowner: 21% How did you find out about us: Internet: 32% (Google, Facebook, Instagram) Hotel/Concierge: 28% Word of Mouth/Characters/walk by: 21% visitvailvalley.com: 9% Newspaper: 7% Vail Info Desk: 3% Is this your first visit to Vail? Yes: 23% No: 77% Would you return to our event? Yes: 100% No: 0% Do you feel the event was fun? Yes: 100% No: 0% Blue Creek Productions In-House Surveys 8 VFAS 2018-19 –Select Survey Comments: -Our kids love it. We loved the Birds. -Staff is friendly, enthusiastic -Nice event, kids had fun -The characters were funny -Thank you for offering something special for our kids. -Nice staff,they were very nice and kind -Lots of good creative fun for kids. -Great, free event -Great contests for kids -Liked the live games and contests. -Love Vail, love the family activities and events -Staff is very friendly -Nice surprise for the kids -Low key and fun. Don’t change a thing -Good things for the kids and parents, birds are great Event Strengths & Weaknesses 9 Strengths- •Guests (Parents) really appreciated something for their kids to do after skiing •Loved the reaction from base employees to our characters •Ouor staff is genuinely enjoy working with kids and the parents can feel that. Weaknesses- •We need to increase marketing/promotion/awareness of event. •Need to increase on-site signage as breadcrumbs to increase awareness and lead people to the event Vail Brand Compatibility The Premier International Mountain Resort Community 10 •How did the event /program support the Vail Brand? I think we’re on point as being a great represent of what Vail stands for. Our staff is awesome, friendly, sincere, engaged. We are able to connect with the kids, their parents, and grand parents. Many mountain resorts can off similar amenities, but it’s our people, our sense of welcome, our warmth that can make Vail stand out. We present fun and engaging activities for families to enjoy together. We also bring in unique educational/natural science exhibits (Birds of Prey) which guests love and show Vail’s value of environmental awareness and education. And it’s free. Parents appreciate that it is free.Everything can’t be free, but this event –when seen by our family guests, seems to help strike a well appreciated balance in their perception of Vail. And we tell them TOV underwrites this event –on the PA about every 15 to 20 minutes. Community Contribution 11 •How did the event impact Vail’s sense of community? McMillan & Chavis (1986) defines sense of community as "a feeling that members have of belonging, a feeling that members matter to one another and to the group, and a shared faith that members' needs will be met through their commitment to be together.” In the context of our guests, no one goes on vacation to feel like a “tourist”. They all want to feel like they belong, if they feel that way, they brag about it to others when they get home. Everything we do, from the moment our families arrive, the games -to the simple conversations we have with mom’s and dad’s while there kids are doing an activity, exudes welcome and warmth. Whether you a local, live here part time, or just visiting, come on in and have some fun with us. Topline Marketing Efforts 12 •Strong internet and social media presence, with timely updates and dynamic photos of our event. Website, Facebook, Instagram and every hungry content provider and calendar we could find. •Distribution to all local & regional events calendars and info venues. •Strong Lodging/concierge program. Work with them to help invite guests to our event which we hope reinforces their good feelings of vacationing in Vail and influences their decision to come again. •VFAS characters/staff visited base area staff,hotels & shops to meet staff and talk up event. •Execute awesome event to insure guests’ satisfaction and meeting their expectations. Focus on connecting with guests (kids and their parents). Potential for Growth & Sponsorships/Media Exposure 13 •How do you see the event evolving next year? We may look at focusing mostly on the Spring school break period. With the warmer weather people can stay around longer and we can have a larger impact. •What sponsors do you plan to target next year? I would like to approach Vail Resorts, other hotels, the transportation company and some family product companies about coming on board as sponsors next year. •How will you leverage media exposure and extend the marketing reach next year? I think we can bring the Vail Daily and TV8 in as contest sponsors and that may help us trade for some advertising opportunities. Event Budget 14 Item $ Total Event Budget:14,290.00 CSE Funds:13,290.00 Cash Sponsorship (not CSE):1,000.00 In-kind Sponsorship:0 Marketing Budget:2600 Profit & Loss:0 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, Operations, Programming Additional Information/Appendix 15 Family Apre’ Ski Lionshead-Vail 2018 - 2019 Marketing Plan Goals: To produce an event that presents, represents, reinforces and supports Vail brand and position in the marketplace as a the premier international mountain resort community and family vacation destination. Our customers or guests are international, regional and local family visitors to Vail. Ways to reach our target guests: • Present a strong presence on the internet and with social media to be visible when our guests search the internet for family and children’s events in the Vail and Colorado area. • Partner with like organizations or events who aim at capturing the same kind of guests and form partnerships to cross promote each other. • Execute a strong Lodging/Concierge program to helps lodging sales personal in presenting Vail as vibrant family vacation destination with goal of positively effecting sales of lodging. • Execute a strong concierge/info center/merchant information program to capture guests once they are in town. • Partner with Vail Resorts Childrens’ Ski School to inform their guests Tactics: • Reach out for press coverage in Vail Daily, radio and other channels. Invite visits. • Placement in all local and regional special events calendars. • Distribute digital fliers to hotel and lodges for their use • Email blasts to our 350 family program fan addresses • Operate FAS-LH specific website – update photos weekly • Operate FAS-LH Face Book page - updates weekly • Operate FAS-LH Instagram account – update twice a week • Create & Distribute event posters to Lionshead and Vail • Make personal visits to key Vail lodges/merchants to promote/inform of our event • Create press release and Editorial program for distribution during the winter • Create changing science presenter schedule for each week for fresh promotion subject *We are working with our partners - The Arrabelle at Vail Square, The Vail Marriott Mountain Resort and the Ritz Carlton Hotel Vail, to incorporate our messages into their marketing and public relations channels. Family Apre’ Ski Lionshead-Vail 2018 - 2019 Marketing Plan Goals: To produce an event that presents, represents, reinforces and supports Vail brand and position in the marketplace as a the premier international mountain resort community and family vacation destination. Our customers or guests are international, regional and local family visitors to Vail. Ways to reach our target guests: • Present a strong presence on the internet and with social media to be visible when our guests search the internet for family and children’s events in the Vail and Colorado area. • Partner with like organizations or events who aim at capturing the same kind of guests and form partnerships to cross promote each other. • Execute a strong Lodging/Concierge program to helps lodging sales personal in presenting Vail as vibrant family vacation destination with goal of positively effecting sales of lodging. • Execute a strong concierge/info center/merchant information program to capture guests once they are in town. • Partner with Vail Resorts Childrens’ Ski School to inform their guests Tactics: • Reach out for press coverage in Vail Daily, radio and other channels. Invite visits. • Placement in all local and regional special events calendars. • Distribute digital fliers to hotel and lodges for their use • Email blasts to our 350 family program fan addresses • Operate FAS-LH specific website – update photos weekly • Operate FAS-LH Face Book page - updates weekly • Operate FAS-LH Instagram account – update twice a week • Create & Distribute event posters to Lionshead and Vail • Make personal visits to key Vail lodges/merchants to promote/inform of our event • Create press release and Editorial program for distribution during the winter • Create changing science presenter schedule for each week for fresh promotion subject *We are working with our partners - The Arrabelle at Vail Square, The Vail Marriott Mountain Resort and the Ritz Carlton Hotel Vail, to incorporate our messages into their marketing and public relations channels. Estimated Actual Total Income $14,290.00 $0.00 Tickets/Admissions Estimated Actual Estimated Actual 0 Adults @ $5.00 $0.00 0 Children @ $2.00 $0.00 0 Other @ $1.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $0.00 $0.00 Programs/Advertising Estimated Actual Estimated Actual 0 Covers @ $0.00 $0.00 0 Half-pages @ $0.00 $0.00 0 Quarter-pages @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $0.00 $0.00 Exhibitors/vendors Estimated Actual Estimated Actual 0 Large booths @ $0.00 $0.00 0 Med. booths @ $0.00 $0.00 Small booths @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $0.00 $0.00 Revenue from other items Estimated Actual Estimated Actual 0 Cash Sponsorships @ $0.00 $1,000.00 0 In Kind Sponsorships @ $0.00 $0.00 0 Donations @ $0.00 $0.00 0 CSE Funding @ $0.00 $13,290.00 0 Grants @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 0 <Insert Other> @ $0.00 $0.00 $14,290.00 $0.00 Event/Program Budget for Family Apre Ski 2019 at Lionshead-Vail > Income Estimated Actual Total Expenses $14,290.00 $0.00 Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual Rental fees $0.00 Social food + Beverage $0.00 Insurance $250.00 Non-social food + Beverage $0.00 Sound/AV $0.00 <insert Other>$0.00 Construction or Equipment $0.00 <insert Other>$0.00 Trash/Composting $0.00 Total $0.00 $0.00 Utilities $0.00 Labor $2,727.00 Program/Lodging Estimated Actual Traffic Control $0.00 Entertainment - Juggler-Magician$3,750.00 Banners - Printing & $375.00 Birds of Prey Tent $1,800.00 Signage $450.00 Travel $0.00 Premiums (Buttons)$0.00 Hotel $0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $3,802.00 $0.00 Total $5,550.00 $0.00 Marketing Estimated Actual Prizes Estimated Actual Advertising - Radio $0.00 Prizes $0.00 Advertising - Print $0.00 Cash Purse $0.00 Advertising - Social Media $450.00 Total $0.00 $0.00 Public Relations $225.00 Sales Team Expenses $0.00 Media TV, Production & Distribution $0.00 Graphic Design $350.00 Website $550.00 Collateral Materials $575.00 Printing $450.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 <insert Other>$0.00 Total $2,600.00 $0.00 Admin Estimated Actual Telephone/Internet $0.00 Photography $0.00 Transportation $0.00 Permit Fees $100.00 Postage/Shipping $0.00 In Kind Trades $0.00 Supplies-Office or Other $0.00 Demographic Survey $488.00 Sales Tax $0.00 Event Management & Accounting $1,750.00 <insert Other>$0.00 <insert Other>$0.00 Total $2,338.00 $0.00 Event/Program Budget for Family Apre Ski 2019 at Lionshead-Vail > Expenses Estimated Actual Total income $14,290.00 $0.00 Total expenses $14,290.00 $0.00 Total profit (or loss)$0.00 $0.00 Event/Program Budget for Family Apre Ski 2019 at Lionshead-Vail > Profit - Loss Summary $0.00 $2,000.00 $4,000.00 $6,000.00 $8,000.00 $10,000.00 $12,000.00 $14,000.00 $16,000.00 Estimated Actual Total income Total expenses