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Home My WebLink About02. E. CSE Recap 2019 VJFEvent Recap: Vail Jazz Festival Cultural, Recreational & Community Category October 2nd, 2019 Vail Jazz Festival June 30th- September 2nd James Kenly, Executive Director 970.479.6146 james@vailjazz.org 2 Overall Event Highlights & Successes 3 •25th Anniversary Celebrated throughout the festival •Multi year giving agreements: 3 years committed underwriting of VJ Goes To School @ $10,000/year; 5 years committed underwriting of Workshop @ $60,000/year •Sponsorships + Advertising grew from $91,650 to $145,301 •Increased overall attendance by 15% over previous year •Successfully expanded event footprint resulting in enhanced guest experience by moving Niki Haris Gospel show to Ford Amphitheater •Received coverage additional grants for marketing totaling over $58k in-kind in local and Front Range media/websites/magazines/tv Estimated Attendance Results 4 •70 free public performances this Summer season have been held. •Uniformly positive feedback from attendees. •Strong attendance at free (no ticket) events. 40 75 180 0 25 50 75 100 125 150 175 200 225 250 275 300 Riverwalk (Fridays): 8 Events The Chophouse (Thursday): 8 Events The Remedy (Sunday): 9 Events The Market (Sunday): 9 Events Estimated Average Attendance at Free Events 250 The “7S” Model Estimated Attendance Results •76 public (ticketed) performances in the Summer Season have been held. •Uniformly positive feedback from attendees. •Variable attendance at ticketed events. 100% 67% 81% 71% 58% 0%25%50%75%100% Aug 7 Swift/Cohen Jul 31 Cleary Jul 24 Callaway Jul 17 Pizzarelli Jul 10 Costa Wednesday Club Series 144 Seats in Two Sets 78% 91% 68% 72% 99% 45% 79% 0%25%50%75%100% Aug 22 Sanchez Aug 15 Russell Aug 8 Swift/Cohen Aug 1 Cleary Jul 25 Callaway Jul 18 Pizzarelli Jul 11 Costa Jul 4 Ball Thursday at Vail Square 316 Seats Wednesday and Thursday Nights: International Headliners at the Top of the World 80% Visitor Type 6 24.26% 50% 15.44% 10.29% 25% 25% 25% 25% Full time resident Seasonal Resident Overnight Visitor Day visitor Vail Jazz Party Vail Jazz Festival Overall Visitor Profile 7 9.21% 14.18% 20.57% 13.48% 15.60% 13.48% 13.48% 10% 20% 10% 20% 10.00% 20.00% 10.00% Under $50k $50k-$100k $100k-$150k $150k-$200k $200k-$250k $250k-$500k $500k or more Vail Jazz Party Vail Jazz Festival 4.96% 4.26% 2.13% 12.06% 30.49% 27.66% 18.44% 4.96% 4.26% 2.13% 12.06% 30.49% 27.66% 18.44% Under 25 26-35 36-45 46-55 56-65 66-75 76 or older Vail Jazz Party Vail Jazz Festival Annual. Household Income Age of Respondent Estimated Spending Results 8 Estimated average spending per person (per event): •Dining: 23% of attendees spent $100+, and 80% spent $50+ •Shopping: 22% of attendees spent $100+ •Lodging: on average, Festival attendees spent $66/night Total average spending per person: $97.58 Town of Vail spending the event/program generated: $1.58 million NPS Score 9 2.86% 5.00% 92.14% Detractors Neutral Promoters Vail Jazz Festival NPS: 89 Event Strengths & Weaknesses 10 •How did the event exceed expectations? Vail Jazz received outstanding media attention through national and local sources. Our community events saw 15% increase in YOY attendance, and the Vail Jazz Party expanded venues engaging 3x the ticketed audience for the Niki Haris Gospel Prayer Meeting at the Gerald Ford Amphitheater •What are areas for event improvement? Continuing to grow audience demographics to expand exposure and longevity of programming and support. •How did this year’s event compare to last year? The Vail Jazz Festival was incredibly well received, and had more financial support from sponsors and community members than ever before! Vail Brand Compatibility The Premier International Mountain Resort Community 11 The event met the standard of excellence by: •Branding: High quality and consistency of promotional materials, on-site branding, and collateral. Fully responsive website maintains and extends brand experience. •Programming: Quality and breadth of programming for performance series and educational programs match Vail’s reputation for world-class experiences.. Our range of programs include community events like Vail Jazz @ The Market, luxury events like Vail jazz Club Series, and lifestyle events like Vail Jazz @ The Remedy. Community Contribution 12 •How did the event impact Vail’s sense of community? •Vail Jazz implemented new marketing tactics to engage down v alley residents by giving out Certificates of completion to every student of the Vail Jazz Goes to school program to expand community involvement and outreach. • Vail Jazz partnered with the Vail Daily, Vendettas, and Alpine bank to offer over 1,000 tickets to community leaders, enthusiasts, and supporters that live within Eagle County. Topline Marketing Efforts 13 •What are the top 3 successful marketing tactics, executions or results from your event/program? •Print media continues to be a major focus and has been effective at reaching our current and new audience- Received $25k in new grants to support efforts. •Digital media – 100% increase on Facebook engagement •25th Anniversary Branding - Program, banners, posters, mailings, ads, digital received more attention nationally than ever before. •Please attach complete marketing plan to end of presentation. Topline Marketing Efforts 14 Potential for Growth & Sponsorships/Media Exposure 15 How do you see the event evolving next year? -- evolution •Maintain the diversity of our venues and programming, and the accessibility of price points •Increase quality of artist lineup and dig into total number of events •Enhance patron experience through technological advancements and venue improvements What sponsors do you plan to target next year? In 2019, sponsorship objectives will focus on establishing relationships in the vehicle, financial and luxury lifestyle sectors by engaging more National Partners. How will you leverage media exposure and extend the marketing reach next year? •Push press releases to Denver and national publications/digital •Continue to encourage our internationally-recognized artists to share and promote posts/events on social media The “7S” Model Current Revenue Revenue to Provide Resources for “Perpetuating Jazz with a Focus on Young Musicians and Young Audiences” Tickets Donors / Foundation Sponsors / Advertising In-Kind Donations FY 2019 FY 2018 FY Budget: $1,182,852 $923,533 YTD Receipts: $ 703,528 $664,293 FY Forecast: $1,048,324 $880,718 16 Sustainability Efforts 17 What measures were taken at your event to support the environmentally-friendly goals of the Town of Vail? What waste reduction measures were used? How could you improve on sustainability efforts for next year? •Vail Jazz upgraded our ticketing system this year; attendees are encouraged to save time, money and the environment by using our electronic scanning system directly from their mobile devices. •All events provide marked trash and recycling containers. •The Vail Jazz Festival Program is offered every year in an electronic format. Event Budget 18 * Event producer to attach detailed budget for recap Item $ Total Event Budget: $1,514,964 CSE Funds: $75,000 Cash Sponsorship (not CSE): $145,301 In-kind Sponsorship: $270,000 Marketing Budget: $90,000 Profit & Loss: How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing/ venues Additional Information/Appendix 19 •Provide detailed budget in the Appendix- Attached •Provide final marketing plan in the Appendix- Attached •Provide any additional information or marketing materials you think the CSE would benefit from- Attached