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