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Home My WebLink About03. SB2V19 Event Recap _5.29.19Surveyed Event Recap: Spring Back to Vail June 5, 2019 Spring Back to Vail: April 11 – April 14, 2019 Office: 970.476.6797 x709 Mobile: 970.390.4158 peggy@gohighline.com 2 • Total estimated in-town attendance: 46,945+ (based on event traffic, skier visits, merchant and lodging data) • Dates: Thursday, April 11– Sunday, April 14, 2019 • Estimated total media impressions: 1,576,061 • Locations: Vail Mountain: Mountain Plaza; Golden Peak; Mid-Vail; Town of Vail: Vail Village and Lionshead Attendance Estimate 3 • How would you impact attendance next year? • Continue with current model of offering free, headliner concerts, integrated with a variety of partner activations to elevate vitality and event cohesiveness from Lionshead to Golden Peak. • Spring Back to Vail is slated for April 10 – 19 and will encompass two weekends. The plan is to feature two free headline concerts April 10 – 11 and close out the season with World Pond Skimming Championships on April 19, 2020. We anticipate an increased event attendance during a closing weekend celebration to entice overnight visitors and guests. • Continue to collaborate with National Brands through social media efforts and show the depth of action planned for Spring Back to Vail. Through targeted efforts utilizing traditional and digital messaging, inform a strong audience of the offerings at Spring Back to Vail. Total economic impact per attendee day Restaurants/bars/ food concessions Shopping Lodging Recreation (Lift tickets ex. Epic Pass, etc.) Other items $0 $100 $200 $300 $400 Economic Impactper Attendee-Day$80 $35 $15 $14$9 $7 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 53% 29% 6% 9% 3% Overnight Visitor Profile 1 2 3 4 5 6 or more 61% 16% 10% 3% 3% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 13% 35% 32% 13% 6% Vail Summit County Edwards Avon Eagle/Gypsum Beaver Creek Other 68% 15% 12% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 31% 15% 24% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 24% 23% 20% 9% 6% Male Female 53% 48% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding66% 23% 12% 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% 40%Percent Responding25% 10% 41% 1%1%1%1%3%4%9%4% 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 $0.09 $27,241 $2.94 $882,655.62 $300,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 11.1K Attendance Est 54% NPS Net Promoter Score Overnight visitor Full-time downvalley resident Day visitor to Vail Full-time resident of Town of Vail Seasonal resident of Vail Valley 0% 10% 20% 30% 40%Percent Responding39% 21%20% 14% 6% Visitor Type Colorado Florida Illinois Texas Tennessee Georgia Massachusetts New York 1% 1% 1% 1% 2% 2% 3% 78% No 74% Yes 26% Attended Event Last Year? 2019 Vail Event Visitor Summary: Spring Back to Vail - All (Concert & Other) April 11 - 14, 2019 Survey technique: Intercept & Post-event email. Number of years event has taken place in Vail (including 2019): 16 Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 8.7 7.1 5.3 4.1 5.1 6.3 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: $195 $159 Overall Overall event 10th Mountain Parade Pink Vail 2019 Powabunga Fest Spring Back to Vail - All (Concert & Other) Spring Back to Vail - Concerts Only Sample Size: 340 Visitor Type 4 • Was this the visitor type split you expected? Why or why not? Please explain. We see this as a strong mix by visitor type. By hosting the concert, partner expo and on-mountain events the weekend prior to closing weekend we are pleased with the percentage of overnight visitors and would like to see that grow for 2020. The headliner talent brought additional traffic and heightened the quality of the spring event in Vail. The approach to marketing relied on a 360 degree approach to achieve a mix of guests shown below. We anticipate a more heavily trafficked closing weekend, to include Pond Skimming, in 2020. • What steps would you take to optimize visitor mix? The approach for optimizing the visitor mix in the future would be to continue considering the visitor type and what resonates with each one when planning upcoming events surround Spring Back to Vail. Creating and engaging all interested parties to secure appropriate funding early will allow the program elements to be vetted and directed to a wide range of audiences. Also, working with the event partners on the timing of event communications, and enticing promotions will allow the longest lead time appropriate for each of the target visitor. Total economic impact per attendee day Restaurants/bars/ food concessions Shopping Lodging Recreation (Lift tickets ex. Epic Pass, etc.) Other items $0 $100 $200 $300 $400 Economic Impactper Attendee-Day$80 $35 $15 $14$9 $7 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/familyOther 53% 29% 6% 9% 3% Overnight Visitor Profile 1 2 3 4 5 6 or more 61% 16% 10% 3% 3% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 13% 35% 32% 13% 6% Vail Summit County Edwards Avon Eagle/Gypsum Beaver Creek Other 68% 15% 12% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 31% 15% 24% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 24% 23% 20% 9% 6% Male Female 53% 48% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding66% 23% 12% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would havecome to Vail anyway 1 2 3 4 5: Half my reason forcoming to Vail 6 7 8 9 10: My only reason forcoming to Vail 0% 20% 40%Percent Responding25% 10% 41% 1%1%1%1%3%4%9%4% 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 $0.09 $27,241 $2.94 $882,655.62 $300,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 11.1K Attendance Est 54% NPS Net Promoter Score Overnight visitor Full-time downvalleyresident Day visitor to Vail Full-time resident ofTown of Vail Seasonal resident ofVail Valley 0% 10% 20% 30% 40%Percent Responding39% 21%20% 14% 6% Visitor Type Colorado Florida Illinois Texas Tennessee Georgia Massachusetts New York 1% 1% 1% 1% 2% 2% 3% 78% No 74% Yes 26% Attended Event Last Year? 2019 Vail Event Visitor Summary: Spring Back to Vail - All (Concert & Other) April 11 - 14, 2019 Survey technique: Intercept & Post-event email. Number of years event has taken place in Vail (including 2019): 16 Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 8.7 7.1 5.3 4.1 5.1 6.3 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:$195 $159 Overall Overall event 10th Mountain Parade Pink Vail 2019 Powabunga Fest Spring Back to Vail - All (Concert & Other) Spring Back to Vail - Concerts Only Sample Size: 340 Overall Visitor Profile 5 • Who was your anticipated target demographic? • Dynamic Families: Ages 35-54 • Super Boomers: Ages 55-65 • Active Professionals: Age 25-35 • Did you reach your target demographic? Why or why not? Yes. The event saw a mix of the identified demographic markets listed above. The diversity of event elements during Spring Back to Vail helped achieve this mix by offering different activities with appeal to the different demographics. • What would you change to reach that audience next year? Spring Back to Vail will continue to offer a variety of event touch points knowing that some consumers and guests associate this event with traditional elements and some may be looking for variety and something new / different. The schedule for 2020, and event dates will also lend to reaching an increase in the 25-34 Vail guest Total economic impact per attendee day Restaurants/bars/ food concessions Shopping Lodging Recreation (Lift tickets ex. Epic Pass, etc.) Other items $0 $100 $200 $300 $400 Economic Impactper Attendee-Day$80$35 $15 $14$9 $7 Direct Economic Impact to TOV per Attendee-Day In commercial lodgingIn rent-by-owner lodging Vacation home/timeshare With friends/family Other 53% 29% 6% 9% 3% Overnight Visitor Profile 1 2 3 4 5 6 or more 61% 16% 10% 3% 3% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 13% 35% 32% 13% 6% Vail Summit County Edwards Avon Eagle/Gypsum Beaver Creek Other 68% 15% 12% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 31% 15% 24% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 24% 23% 20% 9% 6% Male Female 53% 48% PromoterPassive Detractor0%20%40%60%80%Percent Responding66%23%12%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%40%Percent Responding25%10%41%1%1%1%1%3%4%9%4%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 $0.09$27,241$2.94$882,655.62$300,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K10K20K11.1KAttendance Est 54%NPS Net Promoter ScoreOvernightvisitorFull-timedownvalleyresident Day visitorto Vail Full-timeresident ofTown of Vail Seasonalresident ofVail Valley0%10%20%30%40%Percent Responding39%21%20%14%6%Visitor Type Colorado Florida Illinois Texas Tennessee Georgia Massachusetts New York 1% 1% 1% 1% 2% 2% 3% 78% No74%Yes26%Attended Event Last Year?2019 Vail Event Visitor Summary: Spring Back to Vail - All (Concert & Other)April 11 - 14, 2019 Survey technique: Intercept & Post-event email. Number of years event has taken place in Vail (including 2019): 16 OverallOvernight visitorSeasonal resident of Vail ValleyFull-time resident of Town of VailFull-time downvalley residentDay visitor to Vail 8.77.15.34.15.16.3 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:$195 $159 Overall Overall event10th Mountain ParadePink Vail 2019Powabunga FestSpring Back to Vail - All (Concert & Other)Spring Back to Vail - Concerts OnlySample Size: 340 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 6 • What measures did you take to incentivize attendees to book lodging in the Town of Vail? Event programming encouraged guests to stay in Vail and book lodging. Featured lodging links were highlighted on the Spring Back to Vail website, but this year, we shifted the platform to incentivize lodging groups to help promote the event vs. requiring them to offer even heavier discounts. This was opened to the entire TOV lodging community vs. those that are aligned with Inntopia. A variety of PR and Marketing tools were used to drive guests to vail.com/springback and the 13 lodging properties that collaborated to promote Spring Back to Vail. In conjunction with Vail Mountain, we made it a top priority to provide digital assets that were easy for properties to utilize. Total economic impact per attendee day Restaurants/bars/ food concessions Shopping Lodging Recreation (Lift tickets ex. Epic Pass, etc.) Other items $0 $100 $200$300$400 Economic Impactper Attendee-Day$80 $35 $15 $14$9 $7 Direct Economic Impact to TOV per Attendee-Day In commercial lodgingIn rent-by-owner lodging Vacation home/timeshare With friends/familyOther 53% 29% 6% 9% 3% Overnight Visitor Profile 1 2 3 4 5 6 or more 61% 16% 10% 3% 3% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 13% 35% 32% 13% 6% Vail Summit County Edwards Avon Eagle/Gypsum Beaver Creek Other 68% 15% 12% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 31% 15% 24% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 24% 23% 20% 9% 6% Male Female 53% 48% Promoter Passive Detractor0%20%40%60%80%Percent Responding66%23%12%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%40%Percent Responding25%10%41%1%1%1%1%3%4%9%4%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 $0.09$27,241$2.94$882,655.62$300,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K10K20K 11.1KAttendance Est 54%NPS Net Promoter ScoreOvernightvisitorFull-timedownvalleyresident Day visitorto Vail Full-timeresident ofTown of Vail Seasonalresident ofVail Valley0%10%20%30%40%Percent Responding39%21%20%14%6%Visitor Type Colorado Florida Illinois Texas Tennessee Georgia Massachusetts New York 1% 1% 1% 1% 2% 2% 3% 78% No74%Yes26%Attended Event Last Year?2019 Vail Event Visitor Summary: Spring Back to Vail - All (Concert & Other)April 11 - 14, 2019 Survey technique: Intercept & Post-event email. Number of years event has taken place in Vail (including 2019): 16 OverallOvernight visitorSeasonal resident of Vail ValleyFull-time resident of Town of VailFull-time downvalley residentDay visitor to Vail 8.77.15.34.15.16.3 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:$195 $159 Overall Overall event10th Mountain ParadePink Vail 2019Powabunga FestSpring Back to Vail - All (Concert & Other)Spring Back to Vail - Concerts OnlySample Size: 340 Role/Importance of Event in Intent to Visit Vail 7 • What actions did you take this year to generate the number of overnight guests? Spring Back to Vail returned back to the model with headline acts, free concerts at Ford Park and and overall elevated guest experience for 2019. Visitors who came for the music could experience vitality and action throughout town. Guests who came for the snow, would have been pleasantly surprised by the caliber of musical talent. • How would you increase the number of overnight Vail guests coming for the event next year? By continuing to provide a multitude of reasons for people to choose Vail in the spring, the goal will be to utilize great programming, engage a strong marketing platform through several medias and choose activities, bands and incentives for guests to overnight in Vail. Total economic impact per attendee day Restaurants/bars/ food concessions Shopping Lodging Recreation (Lift tickets ex. Epic Pass, etc.) Other items $0 $100 $200 $300 $400 Economic Impactper Attendee-Day$80 $35 $15 $14$9 $7 Direct Economic Impact to TOV per Attendee-Day In commercial lodgingIn rent-by-owner lodging Vacation home/timeshareWith friends/familyOther 53% 29% 6% 9% 3% Overnight Visitor Profile 1 2 3 4 5 6 or more 61% 16% 10% 3% 3% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 13% 35% 32% 13% 6% Vail Summit County Edwards Avon Eagle/Gypsum Beaver Creek Other 68% 15% 12% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 31% 15% 24% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 24% 23% 20% 9% 6% Male Female 53% 48% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding66% 23% 12% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would havecome to Vail anyway 1 2 3 4 5: Half my reason forcoming to Vail 6 7 8 9 10: My only reason forcoming to Vail 0% 20% 40%Percent Responding25% 10% 41% 1%1%1%1%3%4%9%4% Importance of Event in Decision to Visit Vail Today - Overall 2019 Town of Vail fundingDirect economic impact to TOV Economic impact payback ratio TOV/VLMD sales tax impact TOV/VLMD sales tax impact ratio $0.09 $27,241 $2.94 $882,655.62$300,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 11.1K Attendance Est 54% NPS Net Promoter Score Overnight visitor Full-time downvalley resident Day visitor to Vail Full-time resident of Town of Vail Seasonal resident of Vail Valley 0% 10% 20% 30%40%Percent Responding39%21%20% 14% 6% Visitor Type Colorado Florida Illinois Texas Tennessee Georgia Massachusetts New York 1% 1% 1% 1% 2% 2% 3% 78% No 74% Yes 26% Attended Event Last Year? 2019 Vail Event Visitor Summary: Spring Back to Vail - All (Concert & Other)April 11 - 14, 2019 Survey technique: Intercept & Post-event email. Number of years event has taken place in Vail (including 2019): 16 Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 8.7 7.1 5.3 4.1 5.1 6.3 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:$195 $159 Overall Overall event10th Mountain ParadePink Vail 2019Powabunga FestSpring Back to Vail - All (Concert & Other)Spring Back to Vail - Concerts OnlySample Size: 340 NPS (Net Promoter Score)/Likelihood to Recommend 8 • Do you think the NPS scores reflect the attendee event experience? No. The variety of events that make up Spring Back to Vail were designed to create a great atmosphere and provide choices and opportunities for guests to enjoy their on and off mountain experience. We also have survey results that show the NPS for concert only which was almost 10% higher than that of the overall event. This leads us to place a high priority for working with Event Partners to bring unique, memorable experiences to the guest as part of the event elements that exist beyond that of the the concerts • What steps would you take to improve the NPS scores for your event next year? By working with Vail Mountain and the Town of Vail, the approach will be to create a cohesive, unique and exciting event that continuously stays on pulse of popular entertainment, impressionable partner experiences and new opportunities for guests within the budget and current goals. Total economic impact per attendee day Restaurants/bars/ food concessions Shopping Lodging Recreation (Lift tickets ex. Epic Pass, etc.) Other items $0 $100 $200 $300 $400 Economic Impactper Attendee-Day$80 $35 $15 $14$9 $7 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/familyOther 53% 29% 6% 9% 3% Overnight Visitor Profile 1 2 3 4 5 6 or more 61% 16% 10% 3% 3% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 13% 35% 32% 13% 6% Vail Summit County Edwards Avon Eagle/Gypsum Beaver Creek Other 68% 15% 12% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 31% 15% 24% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 24% 23% 20% 9% 6% Male Female 53% 48% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding66% 23% 12% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would havecome to Vail anyway 1 2 3 4 5: Half my reason forcoming to Vail 6 7 8 9 10: My only reason forcoming to Vail 0% 20% 40%Percent Responding25% 10% 41% 1%1%1%1%3%4%9%4% 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 $0.09$27,241$2.94$882,655.62$300,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K10K20K 11.1KAttendance Est 54% NPS Net Promoter Score Overnightvisitor Full-timedownvalleyresident Day visitorto Vail Full-timeresident ofTown of Vail Seasonalresident ofVail Valley0%10%20%30%40%Percent Responding39%21%20%14%6%Visitor Type Colorado Florida Illinois Texas Tennessee Georgia Massachusetts New York 1% 1% 1% 1% 2% 2% 3% 78% No 74% Yes 26% Attended Event Last Year?2019 Vail Event Visitor Summary: Spring Back to Vail - All (Concert & Other)April 11 - 14, 2019 Survey technique: Intercept & Post-event email. Number of years event has taken place in Vail (including 2019): 16 OverallOvernight visitorSeasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 8.7 7.1 5.3 4.15.16.3 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: $195 $159 Overall Overall event10th Mountain ParadePink Vail 2019Powabunga FestSpring Back to Vail - All (Concert & Other)Spring Back to Vail - Concerts OnlySample Size: 340 Estimated Return on Investment (ROI) & Attendee Expenditures 9 • What did your event do to encourage spending in Vail? Building off the strength of local promotions started at Vail Snow Days, we saw continued participation in Spring Back LIVE! which promotes the variety of music options in town. There were 9 participating locations. An additional local element to encouarge spending was SAVOR VAIL. This program brought together 28 Vail and Lionshead businesses to join forces and pull shoulder season specials forward throughout the Spring Back to Vail weekend. We stand behind the exposure it gives these participating groups however, we recommend to re- consider the Town of Vail Merchant Promotion in the future. With the website inclusions, printed rack cards and static clings for participating merchants, the program did not seem to impact businesses as much as originally planned. We know that bars and restaurants were packed but we want to meet with a collective group of merchants, who were active in the promo, to determine if SAVOR VAIL, or possibly something similar is worth the time and budgeting. Total economic impact per attendee day Restaurants/bars/ food concessions Shopping Lodging Recreation (Lift tickets ex. Epic Pass, etc.) Other items $0 $100 $200 $300 $400 Economic Impactper Attendee-Day$80 $35 $15 $14$9 $7 Direct Economic Impact to TOV per Attendee-Day In commercial lodgingIn rent-by-owner lodging Vacation home/timeshare With friends/family Other 53% 29% 6% 9% 3% Overnight Visitor Profile 1 2 3 4 5 6 or more 61% 16% 10% 3% 3% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 13% 35% 32% 13% 6% Vail Summit County Edwards Avon Eagle/Gypsum Beaver Creek Other 68% 15% 12% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 31% 15% 24% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 24% 23% 20% 9% 6% Male Female 53% 48% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding66% 23% 12% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would havecome to Vail anyway 1 2 3 4 5: Half my reason forcoming to Vail 6 7 8 9 10: My only reason forcoming to Vail 0% 20% 40%Percent Responding25% 10% 41% 1%1%1%1%3%4%9%4% 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 $0.09 $27,241 $2.94 $882,655.62 $300,000.00 Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K 10K 20K 11.1K Attendance Est 54% NPS Net Promoter Score Overnight visitor Full-time downvalleyresident Day visitor to Vail Full-time resident ofTown of Vail Seasonal resident ofVail Valley 0% 10% 20% 30% 40%Percent Responding39% 21%20% 14% 6% Visitor Type Colorado Florida Illinois Texas Tennessee Georgia Massachusetts New York 1% 1% 1% 1% 2% 2% 3% 78% No 74% Yes 26% Attended Event Last Year? 2019 Vail Event Visitor Summary: Spring Back to Vail - All (Concert & Other) April 11 - 14, 2019 Survey technique: Intercept & Post-event email. Number of years event has taken place in Vail (including 2019): 16 Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 8.7 7.1 5.3 4.1 5.1 6.3 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: $195 $159 Overall Overall event 10th Mountain Parade Pink Vail 2019 Powabunga Fest Spring Back to Vail - All (Concert & Other) Spring Back to Vail - Concerts Only Sample Size: 340 Estimated Return on Investment (ROI) & Attendee Expenditures 10 • Spending and ROI was down from 2018. The 2018 event took place at the end of March and into the beginning of April during a busy Spring Break time period. Moving Spring Back to Vail in 2019 to a later week in mid April affected these results. Having closing weekend the following weekend may have been a favor. • When comparing the 2018 vs. 2019 survey results, there was an additional category of “other items” that was included. The survey results that came from the concerts only were more closely on par with that of 2018. Total economic impact per attendee day Restaurants/bars/ food concessions Shopping Lodging Recreation (Lift tickets ex. Epic Pass, etc.) Other items $0 $100 $200 $300 $400 Economic Impactper Attendee-Day$80 $35 $15 $14$9 $7 Direct Economic Impact to TOV per Attendee-Day In commercial lodging In rent-by-owner lodging Vacation home/timeshare With friends/family Other 53% 29% 6% 9% 3% Overnight Visitor Profile 1 2 3 4 5 6 or more 61% 16% 10% 3% 3% 6% 1 2 3 - 5 6 - 8 9 - 14 15 or more 13% 35% 32% 13% 6% Vail Summit County Edwards Avon Eagle/Gypsum Beaver Creek Other 68% 15% 12% 3% 3% Under $50k $50k-$100k $100k-$150k $150k or more 31% 31% 15% 24% Overall Visitor Profile Under 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75 or older 19% 24% 23% 20% 9% 6% Male Female 53% 48% Promoter Passive Detractor 0% 20% 40% 60% 80%Percent Responding66% 23% 12% Likelihood of Recommending Event to a Friend or Family Member 0: None, I would havecome to Vail anyway 1 2 3 4 5: Half my reason forcoming to Vail 6 7 8 9 10: My only reason forcoming to Vail 0% 20% 40%Percent Responding25% 10% 41% 1%1%1%1%3%4%9%4% 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 $0.09$27,241$2.94$882,655.62$300,000.00Return on Investment: Funding vs. Impact Summary of Key Trip Characteristics and DemographicsAttendee Days0K10K20K 11.1KAttendance Est 54% NPS Net Promoter Score Overnightvisitor Full-timedownvalleyresident Day visitorto Vail Full-timeresident ofTown of Vail Seasonalresident ofVail Valley0%10%20%30%40%Percent Responding39%21%20%14%6%Visitor Type Colorado Florida Illinois Texas Tennessee Georgia Massachusetts New York 1% 1% 1% 1% 2% 2% 3% 78% No 74% Yes 26% Attended Event Last Year?2019 Vail Event Visitor Summary: Spring Back to Vail - All (Concert & Other)April 11 - 14, 2019 Survey technique: Intercept & Post-event email. Number of years event has taken place in Vail (including 2019): 16 Overall Overnight visitor Seasonal resident of Vail Valley Full-time resident of Town of Vail Full-time downvalley resident Day visitor to Vail 8.7 7.1 5.3 4.1 5.1 6.3 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: $195 $159 Overall Overall event10th Mountain ParadePink Vail 2019Powabunga FestSpring Back to Vail - All (Concert & Other)Spring Back to Vail - Concerts OnlySample Size: 340 Vail Brand Compatibility The Premier Interna-onal Mountain Resort Community 11 The event met the standard of excellence by: With strong partnership from the Town of Vail and Vail Mountain, Spring Back to Vail in 2019 was able re-visit the Spring Back to Vail event platform of the early years of the Event by offering free, headliner concerts at Ford Park to the close out the winter. The goal is to bring Vail back on the map of top resorts to celebrate end of season in the mountains. By giving guests a reason to visit and stay in Vail for a full weekend of action, visitors were able to enjoy interactive expo villages where event partner activations like Bud Light, Helly Hansen, Kevita, Epic Pass Sales and Oakley. Vail Resorts Retail offered free demos for consumers of this past year’s skis and snowboards. Headline acts during Spring Back to Vail included Gov’t Mule, Steel Pulse and Xavier Rudd, which was the pinnacle of the weekend! The full festival weekend also included events like Spring Back LIVE!, Tikis and Tunes, World Pond Skimming Championships, Spring Back to Vail Festival Villages, Spring Back Silent Disco, Savor Vail and more. A crowd of thousands of enthusiastic guests enjoyed the variety of events throughout the weekend. The World Pond Skimming Championships, a spring time tradition in Vail, animated Golden Peak with live music, a festive barbeque and included the return of the Spring Back Bags Tournament. Vail Brand Compatibility The Premier Interna-onal Mountain Resort Community 12 The event met the standard of excellence by: The marketing and PR campaigns were very successful featuring major coverage that generated millions of impressions and more than $400,000 in value. The media included print, video, social and digital and more. The collaborative efforts of the Town of Vail to bring headliner talent to Vail brought an elevated guest experience and excitement of the Spring Back to Vail. This helped to contribute to providing a strong atmosphere for guests to enjoy unique, memorable experiences. Consistent event branded signage and promotional materials throughout the Town of Vail and Vail Mountain helped interconnect the multiple elements during this year’s Spring Back to Vail. With a strong color palette, integrated concert pictures and pond skimming photos, the Vail brand was once again at its best with the Spring Back to Vail campaign. The addition of additional base area branding, window coverings, banners and more, helped to created the additional village to village cohesiveness to increase guest awareness of the Spring Back to Vail brand. Event Strengths & Weaknesses 13 Measures that could be taken for event improvement: The dates for the 2020 event have been closely considered and it has been determined that splitting the event over two weekends, including closing weekend, will incentivize guests to choose Vail as a destination on where to spend their late-season celebrations. Reaching current and new Vail loyalists is important to the event to not only provide memorable ski season experiences but also to bring in traffic that will enjoy returning to Vail in summer. This event will take a closer look at the individual event components and determine what is successful and what could be re-imagined and modified to appeal to an ever changing audience and climate. For repeat event, comparison to past years: The greatly enhanced concerts and talent line-up continued to provide strong entertainment value and offered a strong festival weekend of entertainment in Vail. Additionally, the event looks to continue to grow the Festival Village that was experienced at Mountain Plaza as well as International Bridge. The addition of the Silent Disco on Saturday night at International Bridge was extremely well received and reached a mixed demographic. We are pleased to have been able to provide a unique experience for visitors and locals alike. Event Strengths & Weaknesses 14 Exceeded expectations in these ways: Spring Back to Vail remains on brand with both the Town of Vail and Vail Mountain standards. The expectation of event quality and value remains a key part of the event. Providing free, topnotch entertainment for locals and destination guests from all over the world solidifies Vail as the leading luxury resort in the US. With the increase in competition from other ski resorts/towns for the springtime destination guest, Vail continues to be the front-runner in events and providing an experience guests can customize and cater to their exact needs. This year’s Spring Back to Vail saw strong national sponsorship and connected Vail Mountain and Town of Vail with like minded brands such as Bud Light, Pepsi, Helly Hansen, Ripple Foods and Oakley. Community Contribution 15 Describe how the event impacted Vail’s sense of community: Spring Back to Vail gives visitors and locals a reason to come out and celebrate the season. The spring weather naturally supports an open and festive atmosphere to be enjoyed by all. Providing the playground for friends and family to appreciate the best of Vail with everything from free concerts, to sunny decks and end of season traditions like Pond Skimming. The additional event signage that was placed at base areas from Lionshead to Golden Peak, helped to solidify the cohesive brand throughout the villages and heighten the sense of community. The commitment to headliner talent, and support from the Town of Vail, shows the Vail guest and visitors alike that there is a collective commitment to the standard of excellence. With a high percentage of guests that were new to Spring Back to Vail, one of the goals is to provide world-class experiences, gaining Vail loyalists and continuously increase the sense of community. Topline Marketing Efforts – Front Range & National 16 A full advertising, marketing and public relations campaign was executed surrounding Spring Back to Vail in the Front Range and local media. Placements were made with print, broadcast and digital outlets. Media impressions totaled more than: 1,576,061* Media FY19 IMPs FY18 IMPs Preroll Video/Connected TV (TTD 129,802 115,743 Facebook/Instagram 838,422 679,681 Westword Print/Digital 139,435 160,500 303 Magazine Didigtal 28,654 TV8 240,000 240,000 Vail Daily 140,000 280,000 Vail Weekly 20,000 Digital Display (TTD) 226,056 Pandora 203,769 Radio 28,000 Vail Mountain Upsell Rotation 59,748 Total 1,576,061 1,953,749 *This media reach doesn’t include the strong reach that was met through band communications with impressive followings from Gov’t Mule, Xavier Rudd and Steel Pulse. Topline Marketing Efforts 17 Total Organic Social Impressions: 1,485,754 Total Editorial: 5,062,038 This is a ( 979%) jump from 2018. Complemented by targeted digital display Topline Marketing Efforts – Social Media 18 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. Facebook: • Total posts: 10 • Total impressions: 137,080 Twitter: • Total posts: 3 • Total impressions: 23,661 Instagram: • Total posts: 10 • Total impressions: 487,294 Topline Marketing Efforts – Social Media 19 Instagram Story: • Total posts: 51 • Total reach: 837,719 Strong Event Partner Engagement Introduced in 2019 • Total posts: 18 • Total Impressions: 300,314 • Partners embracing Insta stories: • Oakley • Epic Pass • Red Bull • Bon Viv • Bud Light • Ripple • Helly Hansen (including Splash Zone Contest) Topline Marketing Efforts – Public Relations 20 • A public relations campaign surrounding Spring Back to Vail was conducted, reaching out to local, regional and national media outlets to enhance coverage of the event in the news media. Total Editorial Impressions: 5,062,038 NOTE: Impressions for some publications is not available and not included in overall impressions by the event still saw a 909% YoY increase in media impressions. Topline Marketing Efforts – Multi Fold Rack Cards 21 Topline Marketing Efforts – Poster and Ad 22 Topline Signage/Promotional Efforts 23 Potential for Growth & Sponsorships/Media Exposure 24 • Vail Mountain and the Town of Vail continue to be high end/ best-in-class brands that sponsors want to align with and can easily relate to. By creating a comprehensive and distinct program that represents Spring Back to Vail early in the season, partners can activate in a myriad of ways to help monetize their investment with not only on site presence with consumers but also media/marketing surrounding the event. • Spring Back to Vail will encourage sponsors and national brands to actively co-promote the event through their marketing efforts by using a variety of their targeted social/digital that provide exposure for their brand as well as Spring Back to Vail, Vail Mountain and the Town of Vail. We continue to see event partners using their hospitality packages, in unique ways, to further promote the event. • There is a focused effort to start planning Spring Back to Vail 2020 earlier and the process is already in motion to build from the momentum started in 2019. Through innovative partnerships and a fresh opportunity for sales, the goal is to be talking about Spring Back to Vail earlier in the season with not only potential partners but also with guests and locals. By providing as much of a runway as possible for this event, the hope is that Spring Back to Vail stays top of mind throughout the winter season into spring. Sustainability Efforts 25 • Spring Back to Vail supports not only the Town of Vail’s sustainability efforts but also Vail Mountain’s initiatives as part of Epic Promise. The event aligned with these sustainability goals by: o working with Town of Vail, Vail Resorts and Vail Honeywagon to recycle all event cardboard, plastic and aluminum generated at the events; o dedicating event staff to providing trash and recycling containers for consumers, educating vendors on proper separation practices and providing feedback and education for consumers whenever possible on recycling guidelines; o using reusable linens instead of disposable table cloths; o serving beverages in recyclable cups; o encouraging and inviting guests to reuse plastic cocktail cups whenever possible; o serving food products using compostable service ware; o enforcing the no idling guidelines for any vehicle loading in and out of the event; o encouraging car pooling and the use of public transportation with event guests, staff and sponsors; o reusing event signage and banners from previous years; o using shore power/hard line power instead of gas generators whenever possible. 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 – Spring Back to Vail 26 • Total event budget: $622,797.69 • CSE funds: $300,000.00 • Profit and loss: - $5,344.15 • Funding utilization: Overall Event & Talent Production • Cash sponsorship: $617,453.54 * Event producer to attach detailed budget for recap Additional Information/Appendix 27 • Detailed budget in complete PDF • Full version of the Survey Dashboards PDF in Appendix • Full version of Vail Mountain’s Partner Recap in Appendix