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HomeMy WebLinkAbout04. 2019 Vail Arts Festival Event RecapEvent  Recap:  Vail  Arts  Festival Cultural,  Recreational  &  Community  Category Wednesday,  August  7,  2019 Vail  Arts  Festival:  June  21-­23,  2019 Laurie  Asmussen Phone:  970.376.3756 laurie@vailartsfestival.com 2 Jessica WrightINNER SPIRAL JUNE 21–23, 2019 Overall  Event  Highlights  &  Successes 3 •Hosted  muralist  Kelsey  Montague  and  her  filming  crew  for  a  segment  on  her  You   Tube  channel  that  follows  her  art  journeys  around  the  world •Partnership  with  the  Museum  of  Outdoor  Art  to  bring  inflatable  installations  to  the   event •Elevated,  interactive  Children’s  activities/programming •Improved  event  layout  and  flow  with  retail  and  restaurants  within  site Estimated  Attendance  Results 4 •Estimated  attendance:    15,980 •If  non-­‐ticketed  event,  what  method  did  you  use  to  estimate  attendees: In-­‐person  intercept  survey •Number/percentage  of  people  who  came  specifically  for  event:48% •Number/percentage  of  people  who  attended  the  event  last  year:  56% Estimated  Attendee  Profile  Results 5 •Attendees  came  from  (local,  regional,  out  of  state,  international): Local 84% In-­‐State  Overnight 8% Out-­‐of-­‐State 8% Estimated  Spending  Results 6 •Estimated  average  spending  per  person: •Dining:  $119 •Shopping:  $39 •Lodging:  $407 •Other  Activities:$21 •Total  average  spending   per  person:   $586 •Town  of  Vail  spending   the  event/program   generated:   Formula:  #  of  attendees  x  total  average  spending  =  $895,000 NPS  (Net  Promoter  Score) 7 Attendee  Response:  How  likely  is  it  that  you  would  recommend  this  event  to  a   friend  or  colleague? NPS  96  (per  survey  data) The  NPS  Calculation Calculate  your  NPS  using  the  answer  to  a  key  question,   using  a  0-­‐10  scale:   How  likely  is  it  that  you  would  recommend  [brand]  to  a  friend  or  colleague? Promoters (score  9-­‐10)  are  loyal  enthusiasts  who  will  keep  buying  and  refer  others,  fueling  growth. Passives (score  7-­‐8)  are  satisfied  but  unenthusiastic   customers  who  are  vulnerable  to  competitive  offerings. Detractors (score  0-­‐6)  are  unhappy  customers  who  can  damage  your  brand  and  impede  growth  through   negative  word-­‐of-­‐mouth. Event  Strengths  &  Weaknesses 8 •How  did  the  event    exceed  expectations?  Positive  reports  of  artist  sales  for   the  2019  show •What  are  areas  for  event  improvement?     •Continue  to  fine-­‐tune  the  artist  recruitment  process  to  meet  guest   expectations.     •Close  working  relationship  with  Arrabelle at  Vail  Square  regarding   event  dates  and  scheduling •How  did  this  year’s  event  compare  to  last  year? •Unique  year  on  many  levels  most  noteably sales  reports  and  NPS   score Vail  Brand  Compatibility The  Premier  International  Mountain  Resort  Community 9 How  did  the  event  /program  support  the  Vail  Brand?   -­‐Jury  process  included  outreach  to  new  artist  applicants  and   evaluation  of  all  applications  and  discussions  regarding  fit  with  Vail   brand -­‐Continued  focus  on  site  layout/Festival  improvements  meant  to   enhance  guest  experience  and  compliment  existing  businesses  and   activities Brand  Positioning: •Town  of  Vail:  The  Premier  International  Mountain   Resort  Community •Vail  Mountain:  Like  nothing  on  earth Community  Contribution 10 •How  did  the  event  impact  Vail’s  sense  of  community? -­Collaboration  with  Art  In  Public  Places  promotion  that  tied  our   local  Art  Festival  with  the  initatives promoting  new  art  installations   and  murals  throughout Topline  Marketing  Efforts 11 •What  are  the  top  3  successful  marketing  tactics,  executions  or  results  from  your   event/program? •-­‐TV8  interviews  of  eight  artists  live  on  Good  Morning  Vail,  run  throughout   the   weekend •-­‐Vail  Daily  feature  ads,  including   a  Festival  map  with  artist  listings  and  photos •-­‐Local  radio  buy  which  ran  7  days  prior  to  the  Festival •Please  attach  complete  marketing  plan  to  end  of  presentation. Potential  for  Growth  &  Sponsorships/Media  Exposure 12 •How  do  you  see  the  event  evolving  next  year? Continued  outreach  to  new  artist  applicants  and  evaluation  of  all  applications   to  ensure  fit  with  Vail  brand •What  sponsors  do  you  plan  to  target  next  year? Interactive  sponsorships  to  enhance  guest  experience •How  will  you  leverage  media  exposure  and  extend  the  marketing  reach  next  year? Work  with  media  partners  to  increase  online  presence  and  social  media  posts Sustainability  Efforts 13 •What  measures  were  taken  at  your  event/program  to  support  the   environmentally-­‐friendly  goals  of  the  Town  of  Vail?    All  merchandise  was  put  into   reusable  bags;  posters  were  sold  including  paper  tube,  no  bags. •What  waste  reduction  methods  were  used  during  your  event/program?  We   worked  closely  with  TOV  public  works  to  offer  recycling  and  trash  containers   throughout   site.    Our  team  also  worked  with  Arrabelle at  Vail  Square  staff  to  sort   and  dispose  of  recycling  and  trash. •How  could  you  improve  on  sustainability  efforts  for  next  year’s  event?By   following  any  initiatives  set  forth  by  the  Town  of  Vail The  Town  of  Vail  is  committed  to  the  stewardship  and  protection  of  our  unique  mountain  environment.  In  consideration  of  both   our  local  and  global  impacts  and  opportunities,  our  environmental  vision  is  to  demonstrate  and  promote:  renewable  energy,   resource  efficiency,  ecosystem  protection,  and  community  awareness  and  education.   Event  Budget 14 *  Event  producer  to  attach  detailed  budget  for  recap Item $ Total  Event  Budget:35,120 CSE  Funds:6,000 Cash  Sponsorship  (not  CSE):2,000 In-­‐kind Sponsorship:2,000 Marketing Budget:9,200 Profit  &  Loss:4,910 How  did  you  use the  CSE  funds? (marketing,  operations,  staff,  venue,  etc.) Artist  recruitment, enhance  on-­‐site   children’s  activities