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Home My WebLink About02. e. CSE Recap_Hot Summer Nights 2019Surveyed Event Recap: Moe’s Original Bar B Que Hot Summer Nights Wednesday, November 6th, 2019 HOT SUMMER NIGHTS: Tuesdays | 6:30 p.m. June 18, June 25, July 2, July 16, August 20, August 27 Tom Boyd Phone: 970.748.5935 tboyd@vvf.org 2 Overall Event Highlights & Successes 3 32,747 webpage views 26 ads 7 press releases 3 email blasts 60 radio spots 350 posters distributed in Eagle County 6 SHOWS Tuesdays, June –August 93 net promoter score 4.9 overall satisfaction 18,765 estimated attendance 3,127 estimated show attendance 26 community sponsorships 66% of the attendees came to Vail, CO. specifically for Hot Summer Nights Questions from CSE 4 •The CSE will ask questions about your event and recap •Leave this blank –it’s a placeholder Attendance Estimate 5 •18765 total attendance •Was this the attendance you expected? Yes this was typical for HSN and 593 OLY. •How would you impact attendance next year? More events! In 2020 we will have 2 additional show nights. Visitor Type 6 •Was this the visitor type split you expected? •Why or why not? Please explain. •What steps would you take to optimize visitor mix for future events? The visitor type was what we expected. When we set out to book, market, and attract audiences to this event, now in its 32nd year, we were working to meet the desires of our stakeholders by attracting a mix of locals and visitors alike. We feel we were successful in this effort. We will continue to work to grow the quality of the music and the experience for everyone who takes a part in this traditional free concert. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •What measures did you take to encourage attendees to book lodging in the Town of Vail? We targets locals and destination guests to enhance their experience in Vail. We also love to see a high return rate YOY (71%) while also targeting new guests –we are thrilled to see this year 29% were first-time attendees! Overall Visitor Profile 8 •Who was your anticipated target demographic? We strive to reach locals (in the drive market) and destination guests alike. •Did you reach your target demographic? Yes, 70% of attendees were locals and 66% of total HSN attendees came to Vail specifically for the concert series. •What would you change to attract that audience next year? We continue to utilize local marketing mediums to attract the local and destination guest while matching programming to the audience profile. Favorite summer-time activities –Hiking, mountain biking, and music festivals Lifestyle categories –Sports Enthusiast, Outdoor Enthusiast, and Traveler Average age of respondents –54.1 | Average age of children under 18 –7.8 Role/Importance of Event in Intent to Visit Vail 9 •What actions did you take this year to generate the number of overnight guests? We partnered with other Vail event organizers (ex. Vail Bluegrass) and partners to drive mid-week stays. The marketing creative was also updated to keep message fresh and fun. Finally we also implemented a more strategic social media marketing campaign. •How would you increase the number of overnight Vail guests coming for the event next year? Next year, we will continue to refine our social digital marketing strategy to target and engage with geographic regions outside of Eagle County. NPS (Net Promoter Score)/Likelihood to Recommend 10 •What steps would you take to improve the NPS scores for your event next year? We are very proud of a 93! But we will continue to look a variety of well- known acts for future programming. We will also continue to review survey feedback to continue making suggested improvements. •Do you think the NPS scores reflect the attendee event experience? Yes, being a free event, Hot Summer Nights is a local and tourist event that is easy and fun to attend. Also with the weather being rather nice this year guests could truly enjoy the beautiful venue. Estimated Return on Investment (ROI) & Attendee Expenditures 11 •What did your event do to encourage spending in Vail? It brings locals and visiting guests into the Town of Vail on a week-day. It ends early in anticipation that people will go into the Village post concert. We also promoted and partnered with other Vail businesses for promotions and post event activations. Event Strengths & Weaknesses 12 •How did the event exceed expectations? We exceeded last year’s attendance and found our wide variety of musical genres very successful. •What are areas for event improvement? We will continue to be challenged with competition in market of a busy summer musical schedule throughout the Vail Valley. Having our message heard above others will continue to be one we improve upon. •How did this year’s event compare to previous years? Attendance was up and NPS was up! Economic impact was also up by $600,000 and paid lodging was up by over 1 night. Vail Brand Compatibility 13 •How did the event support the Vail Brand? It supports the Vail Brand by providing a free concert mid week for both locals and visiting guests that is a high quality standard of entertainment/experience. When we book the acts we are very thoughtful of our target audience, we would not book an act that would not appeal to the masses. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 14 •How did the event impact Vail’s sense of community? Hot Summer Nights has been a local event for over 30 years drawing both drive market ‘locals’ and visiting guests into Vail. It is the place to be on Tuesday nights all summer long. It is an event that brings in young families and the hip single scene. It really does draw guests from down valley into Vail at least once a week. We also work with local businesses (Pazzo’s, Shakedown, Moe’s Original BBQ, etc.) to try keep the guests out and having fun in Vail. Topline Marketing Efforts 15 Email Poster Social WebPrint Radio Potential for Growth & Sponsorships/Media Exposure 16 •How do you see the event evolving or growing next year? Overall we’ll have 2 more shows in 2020. The best way to grow the event is to confirm bigger named performers, continue to foster a partnership with bookings for cross-promotional marketing efforts, as well as increase our digital marketing reach. •What sponsors do you plan to target next year? (Including existing and potential sponsors) Strategically partnering with local businesses to help with cross-promotion efforts encouraging increased visitors and spending in Town of Vail. •How will you leverage media exposure and extend the marketing reach next year? In addition to strategic partnerships, partnering with bands, and refining the digital marketing campaign, the VVF plans to integrate Hot Summer Nights into a larger marketing/PR effort to tell the people, events, experiences and stories of the Gerald R. Ford Amphitheater and it’s value as a place where connections are made in our community. Sustainability Efforts 17 •What measures were taken at your event/program to support the environmentally- friendly goals of the Town of Vail? We do recycle as much as we can at the GRFA. In 2019 the GRFA improved water-use efficiency. •What waste reduction methods were used during your event/program? We updated the event branding and signage, and no longer produce a program for this event. •How could you improve on sustainability efforts for next year’s event? We are working with concessionaire to explore the use of branded, re-usable drinkware and other more sustainable items. We have met with ERWS to explore ways to be more efficient with water use. We are re-installing water dispensers front of house and backstage to lower plastic bottle use. 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 18 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$350,000 CSE Funds:$35,000 Cash Sponsorship (not CSE): In-kind Sponsorship: police presence $2,800 Marketing Budget:$20,000 Profit & Loss: How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, operations, venue upkeep Additional Information/Appendix 19 • 2019 Hot Summer Nights Intercept Survey • 2019 Hot Summer Nights Marketing Plan