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Home My WebLink About03. 2019 Bravo! Vail Event Recap UPDATED 12.3.19Event Recap: Bravo! Vail Cultural, Recreational & Community Category December 4, 2019 Bravo! Vail: June 20 –August 4, 2019 Caitlin Murray Executive Director Phone: 970.827.4318 CMurray@bravovail.org 2 Overall Event Highlights & Successes 3 •List the top 4-6 successes you want to share with the CSE (consider this a snapshot for your recap). •North American debut of Chamber Orchestra Vienna –Berlin •Premiere opera production: Puccini’s Tosca •Two nights –July 11 and July 13 •Pavilion sold out both evenings •Doubled video views on social media (444,000 views) •Net Promoter Score: 85 4 Questions from CSE 5 •The CSE will ask questions about your event and recap •Leave this blank –it’s a placeholder Estimated Attendance Results 6 •Was this the attendance you expected? •Attendance was anticipated to see a slight decrease due to one fewer orchestra concert •Opening weekend experienced lower attendance than expected due to inopportune weather •How would you impact attendance next year? •Bravo! Vail’s debut of Chamber Orchestra of Europe will continue to bring international exposure to festival •A 3-year audience acquisition program will kick-off in 2020 to attract new audiences Visitor Type 7 •Was this the visitor type split you expected? •Visitor type was a diverse mix of local, regional, national, and international •Split was expected and on trend with past years •What steps would you take to optimize visitor mix for future events? •Continue to bring international artists and ensembles to drive cultural tourism •Draw a more diverse audience through varied programmatic offerings •Continue to offer affordable ticket prices and free events •Education & Engagement Programs strategic plan to increase awareness Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 8 •What measures did you take to encourage attendees to book lodging in the Town of Vail? •Links on the Bravo! Vail website to all lodging partners under the “Plan Your Visit” tab to encourage overnight stays. •Opportunities for Bravo! Vail hotel partners to send offers to patrons through Insider’s Club emails. •Featured hotel partners in e-blasts to over 19,000 people. •Hotel advertisements in program bookNumber inPartyAverage Lodging Expenditures $131 per person –up $10 from 2018 ($396 per party –up $22 from 2018)Nights in AreaLodging Location Overall Visitor Profile 9 •Who was your anticipated target demographic? •Bravo! Vail seeks to reach a healthy mix of patrons including diverse income levels, ages, and geographic locations. •Bravo! Vail strives to bring in new audiences through innovative programming, targeting families and younger audiences. •Did you reach your target demographic? Why or why not? •Bravo! Vail reached its target demographics in 2019. Bravo! has built brand loyalty over the years through strategic marketing and development initiatives while continuing to focus on attracting new audiences. •Brought new audiences with Tosca and reimagined After Dark Series •What would you change to attract that audience next year? •New audience acquisition program will provide guidance in concert experience, social components, and music educationHousehold IncomeAgeGenderState Estimate Spending Results 10 •Estimated average spending per person: •Dining: $98 •Shopping: $214 •Lodging: $131 •Other Activities: $318 •Total average spending per person: $771 Town of Vail spending Bravo! Vail generated: $12.4 million NPS (Net Promoter Score) 11 •Do you think the NPS scores reflect the attendee event experience? •Bravo! Vail provides artistic experiences at the highest level. The organization makes customer satisfaction a priority by openly asking for feedback in post concert emails and concert surveys, as well as by acting on and responding to customer comments and feedback emails. These procedures improve the patron experience and lead to a high NPS. •What steps would you take to improve the NPS scores for your event next year? •Continue to present innovative artistic projects •Participate in GRFA venue improvements to improve customer experience •“Voice of Community” -Expand repertoire and adjust programming to meet the needs and desires of audiences while fulfilling mission Event Strengths & Weaknesses 12 •How did the event exceed expectations? •5 new corporate sponsors secured in 2019 •Successful North American debut of Chamber Orchestra Vienna –Berlin and the Bravo! Vail debut of world- renowned violinist Anne-Sophie Mutter despite inopportune weather on all three nights •8 sold out orchestra concerts •Bravo! Vail’s first ever opera production with two performances of Puccini’s Tosca •What are areas for event improvement? •Further diversify audiences through new programming and marketing initiatives •Explore the potential to have additional signage in village during the festival •Improve the customer experience through new communication opportunities such as website and text messages to keep audiences informed •Venue improvements such as audio, windscreens, roof, etc. •How did this year’s event compare to previous years? •Sold out 8 of 19 orchestral concerts (42%) vs 6 of the 20 in 2018 (30%) •77 vs 60 (2018) events in Town of Vail Vail Brand Compatibility 13 •How did the event support the Vail Brand? •Unique Experiences: Bravo! Vail provides once in a lifetime experiences each and every time through a variety of programs. Over the summer, the Festival hosted 77 events in Vail attracting a diverse audience through accessible programming. •International festival: Bravo! Vail welcomes internationally renowned musicians from around the world to Vail each summer. Some of this summer's international soloists included: Yefim Bronfman (piano), Seong-Jin Cho (piano), James Ehnes (violin), Augustin Hadelich (violin), Paul Huang (violin),Anne-Sophie Mutter (violin),Hanzhi Wang (accordion), and Knut Weber (cello). •Cultural leader:Bravo! Vail enriches the cultural life of Vail by creating meaningful connections between artists and patrons thus increasing the Town of Vail’s prominence as a summer destination for cultural tourism. •Economic Growth: Bravo! Vail contributes to the economic growth and vibrancy of the Town of Vail by bringing a high volume of visitors each summer. These visitors represent a highly sought- after demographic and bring revenue to the Town of Vail in the form of shopping, dining, lodging, and recreation. The Premier International Mountain Resort Community Community Contribution 14 •How did the event impact Vail’s sense of community? o Bravo! Vail strives to make music and the arts accessible to the entire community through its Education and Engagement Programs. In 2019,the Festival offered more than 25 free events throughout Vail including free community concerts, Little Listeners @ the Library, and the new Inside the Music series featuring a Master Class and informative talks. o Bravo! Vail has been a fixture in the community for 32 years, presenting 20 orchestral concerts at the Gerald R. Ford Amphitheater and seven chamber concerts at Donovan Pavilion in 2019. o Bravo! Vail maintains affordably priced lawn tickets and a season pass (ranging from $6/concert for students to $17/concert for adults) targeted to locals. o Bravo! Vail partnerships with numerous local businesses including Vail Resorts, hotels, restaurants and retailers, as well as with other local nonprofit organizations including Vail Valley Foundation and Vail Health. o A new partnership with Vail Symposium offered five unique opportunities to enrich the Tosca experience. Topline Marketing Efforts 15 •Include overview of top 3 successful marketing tactics or executions •New partnership with arts and entertainment PR firm that garnered Bravo! Vail a wide classical music reach through coverage in all major classical music magazines (The Strad, Opera Now, Gramophone, BBC Music Magazine) and showcased a billboard in Times Square of Anne-Marie McDermott that was picked up by 140 outlets with a potential reach of 49 million. •Expanded marketing efforts to the front range with four brand awareness billboards located in highly traveled stretches of I-70, I-25, and Broadway, providing over half a million impressions (520,128). •Audience Cultivation Efforts -Social media channels saw significant growth by posting engaging and timely videos of performances and patron experiences: •427,000 users reached (compared to 204,000 in 2018) •Video plays in 3 second, 10 second, and 100% views doubled compared to 2018 totaling 444,000 video plays •Increased Facebook follower rate by 3.75% and engagement rate by 2.45% compared to 2018 16 Potential for Growth & Sponsorships/Media Exposure 17 •How do you see the event evolving or growing next year? -In 2020, the Festival will host the Colorado debut of Chamber Orchestra of Europe, offer a new Immersion Series, and rebrand its education and engagement programs. -Bravo! Vail will continue to seek new corporate sponsors and media partners as the Festival expands and diversifies its programming, audiences, and brand awareness. •What sponsors do you plan to target next year? (Including existing and potential sponsors) -Bravo! Vail continues to look at developing new partnerships with local, Front Range, and national businesses such as Northern Trust, UBS, real estate businesses, and more. -Bravo! Vail is committed to developing a deeper engagement with current partners such as First Bank, Holy Cross Energy, LIV Sotheby’s, and Fidelity. •How will you leverage media exposure and extend the marketing reach next year? -Chamber Orchestra of Europe with internationally renowned pianist Yuja Wang, the new Immersion Series and the Symphonic Commissioning Project are expected to garner national arts media attention. Sustainability Efforts 18 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? -Bravo! Vail provides electronic distribution of brochures, program books, event invitations, and other communications when possible. -Bravo! Vail ensures it recycles appropriately at all of its hosted events. -Bravo! Vail promotes the use of the Town’s bus system for transportation and for patrons to bring their own reusable water bottle to the amphitheater. •What waste reduction methods were used during your event/program? -In Spring of 2019, Bravo! Vail began composting at its office and has seen a significant reduction in trash. Additionally, the office recycles, uses energy efficient appliances, light bulbs, and many recycled fixtures. -Festival program books left behind at concerts are gathered, saved, and redistributed at future performances. •How could you improve on sustainability efforts for next year’s event? -Bravo! Vail’s “Green Team” will continue to educate employees on recycling, composting and other green initiatives. -For 2020, Bravo! Vail is evaluating how to make communications more green and/or electronic. -Bravo! Vail will work with amphitheater management on recycling and composting efforts. Event Budget 19 Item $ Total Event Budget:$8,302,113 CSE Funds:$288,661 Cash Sponsorship (not CSE):$5,325,126 In-kind Sponsorship:$1,900,000 Marketing Budget:$672,495 Profit & Loss:Bravo! Vail’s FY2019 ended Sept. 30. A full audit will be available in late December. Bravo! Vail projects a surplus for FY2019. How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Support residencies of Chamber Orchestra Vienna –Berlin ($78,275), The Philadelphia Orchestra ($90,193), and New York Philharmonic ($90,193) and New Works Project ($30,000). Additional Information/Appendix 20 •Provide detailed budget in the Appendix -* Event producer to attach detailed budget for recap •Provide final marketing plan in the Appendix •Provide full version of the Survey Dashboard PDF in Appendix •Provide any additional information or marketing materials you think the CSE would benefit from