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Home My WebLink About02. A. VFFF - CSE 2019 Event Recap - MASTER LITEVail Family Fun Fest 2019 Cultural, Recreational & Community Event Category Presented on October 2, 2019 Vail Family Fun Fest 2019 Saturdays, June 29 to July 27, 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 Overall Event Highlights & Successes 4 •Increased attendance by 3.5% over last year (5 events) •Identified NPS of 93 •Hired person to do promotion/marketing/hotel visits •Increased contests & activities by approximately 20% to enhance guest experience –Less waiting •Arrabelle and VCBA continued as multi year Partner & Sponsor •Chosen “Top 5 Things to Do” by Vail Daily –Weekly Picks –2nd year in a row. •100% response to “Would you return to our event?” Estimated Attendance Results 5 •Estimated 2019 attendance: 4,015 for 5 events (up 3.5%) We do a grid count of approximately every hour to estimate our attendance. •We don’t believe that our event is one that drives 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. •33% of our guests are repeats from past years. *And we also see many of families come back week after week during the summer. Estimated Attendee Profile Results 6 •Our attendees are: •In-state:55% •Out of state: 37% •Out of country: 8% Estimated Spending Results 7 •Estimated average spending per person: •Dining:$85 •Shopping: $39 •Lodging:$275 •Other Activities:$21 •Total average spending per person: $454 •Town of Vail spending the event generated: Total Impact:# of guests (3615) X total average spending = $1,518,300 *We know we are not responsible for that amount of income,but even at 15% or 20%, it is a good contribution. Blue Creek Productions In-House Surveys 8 Are you? Vacationing: 89% Local: 9% How did you find out about us: Returning Guest: 33% Hotel/Concierge: 22% Internet: 20% (Google Search, Facebook) Word of Mouth: 11% Newspaper/Magazine: 8% visitvailvalley.com: 6% Is this your first visit to Vail? Yes: 25% No: 75% 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 9 VFFF 2019 –Select Survey Comments: -Always a blast, kids ask to come back. -Excellent idea,really enjoyed, staff was genuine & fun -Our Kids loved the Creation Station,they spent hours making things -Kids did not want to leave -Kids had a great time, They loved the Birds of Prey, loved building paper airplanes, Thanks for putting it on -Been here twice this trip, once last year, It’s terrific -It’s amazing, keeps the kids entertained for hours -We have been here 2 years in a row and our girls love it!Every time we come they ask for it. Thank you for having it for us. -Awesome, kids look forward to it every weekend -Awesome event,Thank you!Great staff,perfect family afternoon -Lots of great, free activities here, Can spend hours here. -This has been fantastic.We have 7 kids between my relatives,ages 2 –16 and they all had fun.The staff is so nice. -Event was awesome, Activities perfect, Staff amazing, really added to the “family” experience -We love the water balloon games!! -This is great fun for our kids every year, we are here with Bravo Vail -My grandkids love this event -Great event for kids, Main reason we come to Vail is all the fun family activities -Staff was fantastic,our Grandkids had a great time -Perfect location,really appreciate it since out kids are too young for a lot of outdoor activities NPS (Net Promoter Score) 10 Guest responses to the question: How likely is it that you would recommend this event to a friend or a colleague? NPS 93 per survey data. Event Strengths & Weaknesses 11 Event Strengths… •Again our great staff is key to maximizing our guests experiences in Vail. We get a lot of opportunities to slow down and talk with our guests. •We feel we do a wonderful job representing Vail. •We are seeing more people come back each year (33%) and come back week to week while they are here. •We get a lot of compliments on our mix of fun (contests & challenges)and our educational activities (Birds of Prey, science tent) •We think hiring a person to help with marketing & promotion helped get the word out better. Event Strengths & Weaknesses 12 What are areas for event improvement? •Need to keep doing a better job with marketing. We have lined up someone to focus on it Summer 2020. •We need to secure more sponsors to cover the growing event costs and allow us to increase our marketing, promotion and activity offerings. We need to talk to potential sponsors earlier. •We need to increase on-site signage or breadcrumbs in Lionshead to lead families to our event. Lots of turns to confuse folks. •We need more tents to mitigate the hot sun and allow families to relax and stay longer. Vail Brand Compatibility The Premier International Mountain Resort Community 13 •How did the event /program support the Vail Brand? We have said this before and we’ll say it again… 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. Many of our activities are “old school” type fun. I think families have a blast and get a kick out of the simple fun we offer. And it’s free. I can’t tell you how many times I have a parent says “it’s great to something you can go to and just enjoy for 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. Vail Brand Compatibility The Premier International Mountain Resort Community 14 Partner comments… I wanted to take a moment to send a quick note to say thank you for your hard work on the Vail Family Fun Fest this summer.All feedback from our guests was positive.I ran into a family with eight face painted kids on-mountain at Eagle’s Nest mid-summer who couldn’t say enough nice things about the experience with your team when I asked them if they’d stopped to check the Vail Family Fun Fest before coming up.This type of free activation is a great addition to the Lionshead experience.The Arrabelle’s sponsorship of this event was money very well spent and we look forward to working with you on future programs that add value to the guest experience on this side of town.Thank you for all you do. Warm Regards, Zachary Meyers, General Manager -The Arrabelle at Vail Square *Zachary repeated his support from last year. Community Contribution 15 •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 16 •Completed total rebuild of vailfamilyfunfest.com website. •Produced branded posts for Facebook and Instagram •Made regular visits to hotels, lodges, stores and restaurants that appealed to families. Distributed info, fliers, postcards and posters. We hired a part-time person to do this. •Strong internet and social media presence, with timely updates prior to and during event. Posted video and photos to website, Facebook, Instagram and other content providers. •Distribution to all local & regional events calendars and info venues. •Strong Lodging/concierge program. Work with them to help influence initial buy decision and insure repeat visits. Topline Marketing Efforts 17 •Please attach complete marketing plan to end of presentation. Topline Marketing Efforts 18 •Facebook & Instagram Potential for Growth & Sponsorships/Media Exposure 19 •How do you see the event evolving or growing next year? •With more expected attendance -we need to provide more activities/contests, exhibits and staff. We need to extend the footprint of the event to insure guests are comfortable. We hope to add more shade with tents. •What sponsors do you plan to target next year? •The Arrabelle is on board for Summer 2020.We will begin earlier to talk to possible sponsors. We are trying to get The Ritz and the Marriot to support us also.VCBA has been a great friend and supporter. And continue to talk to Epic Discovery-Vail Mtn., Vail Health, and Alpine Bank and Kaiser-Permanente. •How will you leverage media exposure and extend the marketing reach next year? •We want to create a “kids Report” with local media in sponsorships and a sharing of content. We were close to a project with the Vail Daily, but couldn’t get it done. We will also try TV8.. We are working on this project this winter with hopes that it will be in place to help us in the summer. Sustainability Efforts 20 •Arts & crafts supplies are chosen as “recycled” whenever possible. Discarded supplies were sorted and returned to supply stations for re-use. Created “Recycled Art” projects onsite. •Most of our special presenters were chosen for their ECO, green or nature themes and content (Nature’s Educators, Denver Butterfly Pavilion, Weird Science, Inc.) •Staff members carpooled into event from home. Saved money and gas. •Trash was carried out or sorted using TOV receptacles. •We will look at creating a themed recycle day in Summer 2020. •We were able to point families to add a Refill-Refresh water station in or event area. Event Budget 21 * Event producer to attach detailed budget for recap Item $ Total Event Budget:17,700 CSE Funds:15,000 Cash Sponsorship (not CSE):2,700 In-kind Sponsorship:0 Marketing Budget:2,420 Profit & Loss:0 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Operating, Supplies and marketing Event Budget -Breakout 22 Additional Information/Appendix 23