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Home My WebLink About02. f. CSE recap_Vail Dance Festival 2019Surveyed Event Recap: Vail Dance Festival 2019 Cultural, Recreational & Community Category Vail Dance Festival, July 26 –August 10, 2019 2 Sarah Franke sfranke@vvf.org Overall Event Highlights & Successes 3 •12 Performances •20,084 Festival Attendees •13,140 Tickets sold generating a record revenue of $846,175 •4.7M estimated revenue generated to Town of Vail •Provided 1,227 complimentary tickets to broaden access to the arts •Top-Tier Media coverage from The New York Times, Town & Country Magazine, Forbes, and more. Questions from CSE 4 Estimated Attendance Results 5 Visitor Type 6 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •Of the overnight guests who stayed in paid lodging, 75% stayed in Vail. •The average number of nights stayed by those staying in paid lodging in Vail was 3.7 nights •The VDF produced approximately 3,639 room nights over the course of the event •The average nightly rate paid by the VDF overnight guest was $341. Overall Visitor Profile 8 T OP CAT EGORIES: ART S & CULT URE, T RAVELER, SPORT S ENTHUSIAST TOP STATES OF ORIGIN 63% COLORADO / 37% OUT OF STATE 1.Colorado 2.Texas 3.Florida 4.New York 5.Pennsylvania Male vs. Female 34% / 66% Average Adult Age 59 Education 92%have 4 year degree or higher Mean HHI 72% earn more than $100K DEMOGRAPHICS Role/Importance of Event in Intent to Visit Vail 9 •90% of the respondents came to Vail specifically for the VDF. 92% of the respondents are “Very” or “Extremely likely” to return to the VDF in the future. •15% of the respondents had not attended in the past, and of those, 78% are “Very” or “Extremely likely” to return in the future. NPS (Net Promoter Score)/Likelihood to Recommend 10 •The VDF achieved a Net Promoter Score of 82, with 86% of the respondents classified as “Promoters”. •Overall Satisfaction with the VDF was high with a mean satisfaction rating of 4.6 on a scale of 1 to 5, where 1=Not at all satisfied and 5=Extremely satisfied. Estimated Return on Investment (ROI) & Attendee Expenditures 11 2019 Event Funding: $53,562.00 Estimated economic impact to TOV: approx.$4.75M Economic impact payback ratio: $88.66 Event Strengths & Weaknesses 12 How did the event exceed expectations? •Record Revenue: We exceeded our ticket revenue goals by 3.7% from last year totaling $846,175. •We added a new tent studio at Manor Vail providing a ‘campus feel’ for artists. It also allowed more time for rehearsals, collaborations, and new works. What are areas for event improvement? •Additional rehearsal space for artists •Broaden access to the arts in Eagle County by expanding our Community Arts Access program. •Reach a younger demographic How did this year’s event compare to previous years? •The 2019 Vail Dance Festival built off of the success of last year, maintaining a high level of excellence throughout the entire two-week Festival. Building a new studio tent at Manor Vail this year provided one of the greatest changes and successes to the Festival experience; allowing dancers and artists more opportunity for collaboration, a key component that separates the Vail Dance Festival from the rest, and bringing that process more central to Vail. Vail Brand Compatibility 13 Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth How did the event /program support the Vail Brand? •For over 30 years, The Vail Dance Festival has presented the highest level of artistic programing featuring world renowned dancers, choreographers, and musicians. Vail is the perfect setting for artists to draw inspiration, create, and collaborate. Each year, artists from difference companies work together to create new works that premiere on a dedicated evening. This provides our community a unique, one-of-a-kind experience which aligns with the Vail Brand. Community Contribution 14 We understand the importance of community and we will continue provide the following events and programs: •Celebrate the Beat Pop Hop Camp is a weeklong free camp for Eagle County youth culminating in a performance at the Vail Dance Festival. •We bring dancers and artists to the Vail streets twice throughout the Festival so the community can observe, participate, and interact with Festival artists. •We provided 1,227 complimentary tickets to students and families to broaden access to the arts. •Dance is for everyone! Dance for $20.19 is a specially-priced evening with a fun mixed bill that’s family friendly. Topline Marketing Efforts 15 Include overview of top 3 successful marketing tactics or executions •Increased targeted display campaign ads for 2nd week performances provided last minute ticket sales helping us exceed our ticket revenue goal •Reorganization of site navigation provided a more user-friendly online experience resulting in increased page views by users. •An organized and concerted effort to tap into our event influencers to expand our reach and the awareness of our event beyond our normal following. Our top Instagram influencers from the Festival, including Jennifer Garner as of this year,have a collective following of over 8.7 million. Potential for Growth & Sponsorships/Media Exposure 16 How do you see the event evolving or growing next year? •Continue to increase the live music aspect throughout the Festival •Plan to increase the number of rehearsal tents to provide artists with easy-to-access space What sponsors do you plan to target next year? (Including existing and potential sponsors) Our sales team is actively selling the 2020 Vail Dance Festival. We have several cornerstone partners, such as GMC, TIAA Bank and Nature Valley, that continue to commit to sponsorship of the event.Additionally, we have built a variety of sponsorship levels ranging from broader corporate partnerships to hospitality packages with our local Vail businesses, such as the Sonnenalp and the Hotel Gastof Gramshammer. This year we are additionally focusing on building more relationships with targeted arts industry brands and media partners. How will you leverage media exposure and extend the marketing reach next year? •Work with companies and artists/influencers to produce interesting content leading up to the Festival that will be shared on social platforms to engage a younger audience •New digital and cable buys with Comcast to reach new audiences in the front range •Looking to bring on a presenting sponsor similar to GoPro for Mountain Games Sustainability Efforts 17 What measures were taken at your event/program to support the environmentally- friendly goals of the Town of Vail? •One of the Vail Dance Festival venues, The Vilar Performing Arts Center, is Actively Green certified. •At the Gerald R. Ford Amphitheater, we recycle as much as we can. •In 2019, we improved water-use efficiency What waste reduction methods were used during your event/program? • We reduced the amount of print handouts by putting information on screens at our Festival registration center. How could you improve on sustainability efforts for next year’s event? •Provide more information online to reduce the amount of printed materials •Try and create signage that is reusable year after year Event Budget 18 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$2.9 M CSE Funds:$53,562.00 Cash Sponsorship (not CSE):Approx. $1.8M in sponsorships, individual donations and grants +Additional $1M in ticket, merchandise and misc. event sales In-kind Sponsorship:$99,265 Marketing Budget:$183,600 Profit & Loss:+$70K (Projected) How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Various costs associated with the Dance for $20.19 program, marketing and branding efforts Additional Information/Appendix 19 •2019 Vail Dance Festival Intercept Survey •2019 Vail Dance Festival Stakeholders Report •2019 Vail Dance Festival Marketing Plan