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NRO _ CRC 2019 Event Recap No SurveyEvent Recap: National Repertory Orchestra Free Family Concert Cultural, Recreational & Community Category August 7, 2019 Free Family Concert: June 26, 2019 Åsa Armstrong Phone: 970-453-5825 asa@nromusic.org 2 Overall Event Highlights & Successes 3 •53% of those asked came to Vail specifically for this event •67% were first time attendees •100% said they were likely to return next year •40% were spending 2 or more nights in Vail, with 20% spending over 7 nights Estimated Attendance Results 4 •Estimated attendance: 200 •NRO administrative fellows counted attendees in amphitheater and on lawn •53% of those surveyed came to Vail specifically for this event •7% came partly for this event •33% of those surveyed attended the event last year Estimated Attendee Profile Results 5 •Attendees came from •Colorado: 60% of those surveyed •Eagle County: 33% of those surveyed •Out of state: 40% of those surveyed Estimated Spending Results 6 •Estimated average spending per person: •Dining: •34% of those surveyed estimated $1-$500 •40% estimated over $500 •Shopping: •27% of those surveyed estimated $1-$500 •27% estimated over $500 •Lodging: •33% of those surveyed estimated over $500 •Total average spending per person surveyed: $1,000 •Town of Vail spending the event/program generated is estimated to be between $5,610-12,900 NPS (Net Promoter Score) 7 We were not able to collect data on NPS, however we asked attendees how likely they were to return to the event. •On a scale of 1 – 5, with 1 being not likely and 5 being very likely to return to the event: •87% of those asked answered 5 •13% answered 4. Event Strengths & Weaknesses 8 •How did the event exceed expectations? •Those families we spoke with were extremely pleased with the interactive activities (petting zoo, instrument wheel) provided by NRO and Bravo! Vail. •Children in the audience were captivated by the concert and excited to participate. •100% of those surveyed said they were likely to return •What are areas for event improvement? •Securing more dollars and expanding budget for additional targeted marketing. Event Strengths & Weaknesses Cont'd 9 •How did this year’s event compare to last year? •This year the musicians and staff created the entire program for the Free Family Concerts, developing an interactive fanfare and involving musicians as hosts, compared to previous years where we brought in guest artists to lead the concert. •This created a unique concert experience, that will only ever happen at our 2019 Free Family Festival Concerts. •The musicians played a central role in the concert, leading activities and speaking about various instruments and musical techniques. Vail Brand Compatibility The Premier International Mountain Resort Community 10 •How did the event /program support the Vail Brand? •We support the mission and vision of Vail's Town Council as we provide cultural and educational opportunities to create vibrant communities through the universal language of music. •The town of Vail is associated with excellent and high quality experiences. The NRO provided a high-quality concert enjoyed by locals and visitors of all ages. •The NRO is one of the top music festivals in the world. The 89 musicians who make up our orchestra are the best and brightest from across the country and abroad. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 11 •How did the event impact Vail’s sense of community? •A composer wrote a fanfare just for this concert, which was personalized about Vail, inspiring a sense of community in the audience. •The audience members were asked to contribute what they loved most about Vail, and children were excited to participate– running to the microphone. The lyrics that the audience helped come up with: •Vail our home, we love mountains and the snow. We enjoy biking and skiing. Our hearts and minds are happy and excited. We are Vail. Topline Marketing Efforts 12 •Consistent messaging shared in print collateral •Brochure – 5,000+ along I-70 Mountain Corridor and Front Range •Season Program – 10,250 relayed to patrons and supporters •Online Marketing •NRO Newsletter – shared weekly during season to subscriber base of 6,808 persons. •NRO Website and third-party platforms •Social Media (FaceBook and Instagram stories with collective reach of over 4,600 persons. 54% of responders between the ages of 35 and 44) •Performed on-site surveys to track 2019 efforts, guest satisfaction and to prepare targeted marketing plan for 2020 •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 13 •How do you see the event evolving next year? •The musicians, staff and guest artists will develop a new, creative and engaging performance for next year. •We are always seeking to increase the level of interactivity, and provide the most engaging concert experience possible. •What sponsors do you plan to target next year? •Bravo Vail! , Alpine Bank, Town of Vail •How will you leverage media exposure and extend the marketing reach next year? •There was a great amount of coverage and exposure at this year's event, which we will utilize next year to promote the event, especially the videos created by Bravo! Vail. Sustainability Efforts 14 •What measures were taken at your event/program to support the environmentally- friendly goals of the Town of Vail? •We encouraged the use of bicycles, buses, shuttles, carpools, walking or public transit to the event. Recycling was required in all areas of the event. •What waste reduction methods were used during your event/program? •NRO always encourages the use of reusable water bottles, waste and recycling bins. Large program books were not handed out, only double sided activity sheets which saved paper and printing costs. •How could you improve on sustainability efforts for next year’s event? •Encourage carpooling from other towns, and promote recycling of activity sheets or any materials handed out at concert Event Budget 15 * Event producer to attach detailed budget for recap Item $ Total Event Budget: $21,522 CSE Funds: $1,000 Cash Sponsorship (not CSE): $15,000 In-kind Sponsorship: $3,115 Marketing Budget: $3,000 Profit & Loss: -$5,522 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) For marketing and instrument and equipment transportation Detailed Budget – 2019 Vail Free Family Concert 16 Projected Expenses Guest Conductor/Instructor $6,500 Airfare $1,500 Shuttle $500 Hotel $1,000 Buses $3,700 Moving Truck $550 Stage Hands $190 Additional cars $200 Food and Beverage $1,030 Music Rental $1,000 Staff $1,000 Musician Lodging $1,352 Marketing/Printing $3,000 TOTAL $21,522 Projected Revenue Bravo! Vail $15,000 Town of Vail $1,000 TOTAL $16,000 Appendix: NRO Event Marketing Plan 17 April Identify target audience and major markets Secure title pages and program write-up Determine consistent messaging for content marketing – develop press release and submit to publications Brochure listing Add to NRO website and online calendars May Program installation with description and guest conductor profile Create FB event Produce additional print collateral with event mention Content marketing plug for Jason Seber – submit to publications and media, (include Krystal 93 and KCME) Listing for Everything Summit June Create survey Review photography capture with NRO Fellow Social Promotions – Insta and FB On-air interviews with Krystal 93 July Market analysis with survey results Finalize data for NRO Impact Report