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Home My WebLink About02. TOV-VAN 2019 Wrap Up Report - LITEVail Astronomy Nights –Thanksgiving 2019 Presented on February 5, 2020 Vail Astronomy Nights Thanksgiving 2019 Sunday, Wednesday and Friday -November 24, 27 & 29, 2019 J. Brian Hall Event Producer Blue Creek Productions, Inc. Office: 970.328.5855 Mobile: 970.376-2594 brianhall@bluecreek.com 2 Overall Event or Program Highlights & Successes 3 •Identified NPS of 98 •Event photo on front page of Vail Daily. •Chosen “Top 5 Things to Do” by Vail Daily in Weekend Edition. •100% response to “would you return to our event?” •Great event for all ages –kids/parents/grandparents/young adults/mature adults •Visitors excited, wowed. “Wide eyed novices” to “diehard enthusiasts” •Created Educational/Activity Tent –well received, It allowed us to engage more people for longer. Program Impact, Testimonials & Observations 4 •This event worked very well with the Revelry programming. Carried the activation into the night. Right on target with Thanksgiving programming goals and demographics. •High end, intelligent event. People were excited, wanted to learn more and wanted to know when we were doing the event again. •One 15 year old boy astronomy enthusiast from Mexico came with his family and he stayed talking to our astronomer and helping guests for 2 hours. •Had shopkeepers come out and workers come by to stargaze. •We were surprised by how many people actually thanked us for showing them the moon and stars. •People came by on their way to dinner and then back after they dined. Estimated Attendance Results 5 •We used a hand clicker to count people as they enter our area. •Estimated attendance -Vail Astronomy Nights Thanksgiving 2019 Sunday, November 24: 217 *clear skies •Wednesday, Nov. 27: 67 *Blowing, blustery –snowing sideways •Friday, November 29:231 *Clear skiers •Number/percentage of people who came specifically for event/program: * Event serves is a reinforcement of guests’ decision to choose Vail as their vacation. High end, intelligent event. People were searching us out –looking for our event. •Number/percentage of people who attended the event last year: * First year program –but we had people come back during this week and also during our Astronomy Nights at Christmas. Estimated Attendee Profile Results 6 •Where did attendees come from? (local, regional, out of state, international): •International:9% (Australia, China, Mexico, England) •Out of State:31% (Florida, Texas, New York, Michigan) •Regional/Colorado:49% •Local:11% Estimated Spending Results 7 •Estimated average spending per person: •Dining: $85 •Shopping: $40 •Lodging: $275 •Other Activities: $75 •Total average spending per person: $475 •Town of Vail spending the event/program generated: Formula: 515 of attendees x total average spending = $ 244,625.00 NPS (Net Promoter Score) 8 Attendee Response: How likely is it that you would recommend this event/program to a friend or colleague? 98% The NPS Calculation Calculate your NPS using the answer to a key question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague? Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. Event Strengths & Weaknesses 9 •How did the event/program exceed expectations? The excited, passionate response of our guests blew us away. They were ecstatic about what they were able to view and learn. The knowledge and professionalism of our astronomer and the high professional grade of our telescopes. •What are areas for event/program improvement? We have a contingency plan for bad weather with activities offered at our educational tent, but the sky is the star of the event. So maybe create a “Bad Weather-Bad Sky “ contingency plan moving event to a next clear night if possible. Vail Brand Compatibility The Premier International Mountain Resort Community 10 •How did the event /program support the Vail Brand? Exceptional presentation lead by world class specialists and hosts –with state of the art telescopes. We are on point as being a great event representing of what Vail stands for –exceptional, world class “unique” experiences. Incredible star gazing from this altitude! Our staff is awesome, friendly, sincere, engaging. We are able to connect with kids, parents, grandparents, single adults young and old. This event is more than just star gazing. Many mountain resorts can off similar amenities, but it’s our people, our sense of welcome, our conversations, our warmth that can make Vail stand out. Community Contribution 11 •How did the event/program impact Vail’s sense of community? 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 guests arrive, the star gazing, the items in the educational tent -to the simple conversations we have with kids, parents and other guests exudes a sense of welcome and caring about their experience. Whether you a local, live here part time, or just visiting, come on by, look at the stars and have some fun with us. Shared experiences of wonder and enlightenment build a sense of community. Topline Marketing Efforts 12 •Hotel/Concierge Program –1,000 postcards delivered through the event week •Strong internet and social media presence, with timely updates prior to and during event. Sent out “what’s in the Sky Tonight” Sky viewing tips piece. Posted photos to website, Facebook, Instagram and other content providers. •Worked with Ren Productions and Revelry Event to cross promote all events of Thanksgiving program. Topline Marketing Efforts 13 •Please attach complete marketing plan to end of presentation. Art used for posters, postcards, website, ads, Facebook and Instagram posts. Potential for Growth & Sponsorships/Media Exposure 14 •How do you see the event/program evolving next year? More nights during holidays periods and extending into other times of the Winter and early Spring. •What sponsors do you plan to target next year? Arrabelle Hotel, The Ritz Carlton, Vail Resorts Inc., Vail Marriot •How will you leverage media exposure and extend the marketing reach next year? We can provide interesting/unique content to the Vail Daily, TV8 and radio. We hope to exchange for a favored deal on a promotional program and editorial/news coverage. Sustainability Efforts 15 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •We re-use the same sky each night’s event. Seriously, we don’t really have trash on use consumables at our events. We bring in and out all our equipment. •What waste reduction methods were used during your event/program? N/A •How could you improve on sustainability efforts for next year’s event? N/A 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 Snapshot 16 *Event producer to attach detailed budget for recap Item $ Total Event/Program Budget:$10,000.00 CSE Funds:$10,000.00 Cash Sponsorship (not CSE):0 In-kind Sponsorship:0 Marketing Budget:$3,375.00 Profit & Loss:0 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, Event Operations. Vail Astronomy Nights –Thanksgiving 2019 Marketing Plan 17 Vail Astronomy Nights – Thanksgiving 2019 Marketing Plan Goals: To produce an event that presents, represents, reinforces and supports Vail brand and position in the marketplace as a the premier international mountain resort community and family vacation destination. Our customers or guests are international, regional and local family visitors to Vail. Ways to reach our target guests: • Partner with Ren Productions/Revelry event to cross promote events and direct guests • Present a strong presence on the internet and with social media to be visible when our guests search the internet for fun, interesting and engaging events in the Vail and Colorado area. • Partner with like organizations or events who aim at capturing the same kind of guests and form partnerships to cross promote each other. • Execute a strong Lodging/Concierge program to helps lodging sales personal in presenting Vail as vibrant family vacation destination with goal of positively effecting sales of lodging. • Execute a strong concierge/info center/merchant information program to capture guests once they are in town. Tactics: • Hire part time person to visit hotels, lodges, stores restaurants with promotional material • Purchase print advertising program in Vail Daily -Leverage editorial coverage – secured “Top 5 Things To Do In Vail” story. • Create promotion plan with Radio – KKVM – The Mile • Placement in all local and regional special events calendars. • Distribute digital and paper flier to hotel and lodges for their use • Email blasts to our 350 family program fan addresses • Promote VAN on Blue Creek events website – update photos weekly • Operate VAN Face Book page - updates twice weekly on more • Purchase Facebook ads and Post Boosts • Operate VAN Instagram account – update twice a week or more. • Create & Distribute event posters to Lionshead, Vail/down valley merchants • Make personal visits to key Vail lodges/merchants to promote/inform of our event. Deliver postcard size POS pieces (750). • Create press release program – for ongoing release over event period. (Updated 1/15/20) Vail Astronomy Nights –Thanksgiving 2019 Budget 18