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CRC 2019 Event Recap with Survey Ice SpectacularSurveyed Event Recap: 2019 Vail Skating Festival (Presentation Date: February 5th, 2020) Vail Skating Festival: December 20-22, 2019 Eddie Shipstad Phone: 303-947-6113 eshipstad@outlook.com Vailskatefest.com 2 Insert Video Highlight Clip Here Overall Event Highlights & Successes 4 •700 Spectators for Ice Spectacular/ Increase of 100 people from 2018 •Both outdoor shows were a success/ Great crowd at Arrabelle •Show received great comments from the spectators •Front page of Vail Daily on the day of the Ice Spectacular (December 21) •Clinic/Seminar was very successful even though attendance numbers were lower •Flow of the second half was outstanding (Queen Medley with no announcements) •Advertising was stronger with every avenue (print, hotels, TV8, skating competitions) 5 Questions from CSE 6 Attendance Estimate, ROI •Was this the attendance you expected? •We were shooting for 800 for the Ice Spectacular (actual 700) and a bigger crowd at the Solaris outdoor show. Arrabelle exceeded our expectations. •How would you impact attendance next year? Keep building our relationships with the TOV resorts, hotels, residents, Vail Daily, and TV8 audience. •Was this the visitor type split you expected? Yes •Why or why not? Please explain. Still need more full- time residents from TOV. •What steps would you take to optimize visitor mix for future events? Speak to groups, business holiday parties, more advertising in the Vail Daily/TV8 Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 9 •What measures did you take to encourage attendees to book lodging in the Town of Vail? Website/Location to all events/multiple day event Overall Visitor Profile 10 •Who was your anticipated target demographic? Mostly women make the decision on coming to the show/event. Communicated the music we were performing in the show to get more male spectators to attend. •Did you reach your target demographic? Yes •Why or why not? Women love skating and will bring their family. •What would you change to attract that audience next year? We need more skaters from the front range for the clinic and Vail residents for the show and clinic. Role/Importance of Event in Intent to Visit Vail 11 •What actions did you take this year to generate the number of overnight guests? Multiple event days, Clinic/Seminar being two days •How would you increase the number of overnight Vail guests coming for the event next year? Maybe add a presentation for the clinic one day earlier and advertise the skaters for the free outdoor shows to draw people in to watch. NPS (Net Promoter Score)/Likelihood to Recommend 12 •Do you think the NPS scores reflect the attendee event experience? For the most part. Some of the negative comments did not make sense (stars only skating one time). Our stars skated three numbers which is above what normally is performed by skaters at that level. Lack of pre-event communication is another aspect that I feel is incorrect. We kept the clinic/seminar skaters completely up-to-date on event details. •What steps would you take to improve the NPS scores for your event next year? Send more emails of event/clinic/seminar updates. Event Strengths & Weaknesses 13 •How did the event exceed expectations? •Quality of show/ entertainment value •What are areas for event improvement? •Ice Spectacular program/ run of show, more handouts for the clinic/seminar, intermission entertainment •How did this year’s event compare to previous years? •Better attendance for all three skating shows, the review in the Vail Daily was a perfect description of what the show is all about. Vail Brand Compatibility 14 •How did the event support the Vail Brand? World-Class Entertainment at a World-Class Resort One-of-a-kind experience with meeting skaters after the show. World and Olympic staff coaches combined with the World- renowned Steadman Clinic/Steadman Philippon Research Institute makes the clinic/seminar second to none. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 15 •Partnership with the Steadman Clinic/Steadman Philippon Research Institute •Complete Town of Vail Activation (Town, Lionshead, Dobson Arena) •Skating Club of Vail Participation in the show •Vail Mountain School Choir Performing as guests entered Dobson Arena singing holiday music. •Support from Vail Daily and TV8 •Use of TOV facilities, Dobson, Solaris, Arrabelle, Vail Library Topline Marketing Efforts 16 •Vail Daily ½ and ¼ page ads in the paper and Everything Vail Valley Section •8 Days of 4-minute interviews on TV8 (daily coverage was fantastic/shown multiple times a day) •Business cards promoting the show/posters to all the major resorts and hotels in the Town of Vail •Poster distributed around the Town of Vail and the surrounding areas •Display set up at the majority of front range figure skating competitions Potential for Growth & Sponsorships/Media Exposure 17 •How do you see the event evolving or growing next year? •Attendance with all three skating performances, higher attendance from residents of the Vail Valley area. •What sponsors do you plan to target next year? (Including existing and potential sponsors) •Keep all current sponsors and add Two additional local sponsors and one to two national sponsors •How will you leverage media exposure and extend the marketing reach next year? •Continue the great relationship with the Vail Daily and TV8/ Increase advertising by one week with both elements. Sustainability Efforts 18 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? •Recycling bins available at Dobson Arena and no printed programs (although we received complaints that we did not have them) We had a list of the skating order at all entrances to the seating for guests to take a photo of. •What waste reduction methods were used during your event/program? •Recycling bins in Dobson Arena •How could you improve on sustainability efforts for next year’s event? •Increase awareness by having an announcement at the outdoor events and the Dobson Arena event. 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 19 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$49,000 CSE Funds:$20,000 Cash Sponsorship (not CSE):$17,500 In-kind Sponsorship:2 days at Dobson Arena Marketing Budget:$7,000 Profit & Loss:$52,800/ Net $3,800 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, Travel, Star Skaters, Staff Lodging Advertising/Marketing Examples 20 Expenses/ Revenue/ Overview 21 2019 VAIL EXPENSES Skaters/Staff $16,000 Lighting $7,500 Hotel/Travel $12,800 Rental ice $3,750 Marketing $7,000 Insurance $750 Misc $1,200 $49,000 Revenue (TOV/CSE, Sponsors, Clinic/Seminar, Ice Spectacular): $52,800 Net: $3,800 We gained $3,000 extra of expenses due to one of our athletes hurting themselves the day before the show. We had to fly in another skater from Chicago who specializes in acrobatics/backflips. 15 fewer skaters/coaches in the clinic/seminar this year. 2019 Marketing Plan for the Vail Skating FestivalEmail past participants and spectators from the 2018 event announcing of the 2019 dates and skaters Posters, materials, and video available for all up-coming skating competitions starting in March: March: Denver Invitation Competition at South Suburban Ice ArenaApril: Ft. Collins Competition at EPIC Ice ArenaApril: Kansas City Figure Skating Club competition/ Independence, Kansas May: Santa Fe Competition at Community CenterJune: Broadmoor Open in Colorado SpringsJuly: Vail Invitational Competition at Dobson ArenaJuly: Meet with local business of Vail to talk to them about making the show a part of the holiday business partiesJuly: Meet with TOV local organizers concerning 2019 Vail Skating Festival July: Meet with surrounding Town’s newspapersAugust: Cup of Colorado Competition at Family Sports Center in South DenverSeptember: Colorado Springs Invitational in Monument, CODecember: Aspen Skating Competition the first week of December July: Sign agreement/contract with TV8 and Vail Daily for December eventSeptember: Email PSA Coaches from Colorado, Arizona, New Mexico, Texas, Kansas, Missouri, Minnesota, Wyoming, and the 9 states that make up our skating region. August: Email all United States Figure Skating Clubs as well as some international clubs about the event. September: Contact Front Range newspapers and magazines Poster distribution to all CO rinks and surrounding states by October 15, 2019. Professional Skaters’ Association endorsement in October October: Ad and display at Regional Figure Skating Championships/ 9 States Competition October/November: Visit Vail businesses with letters about our events that surround the Vail Skating Festival as well as distribute posters to TOV businesses, surrounding towns, local rinks, etc. October/November: Film 4-minute TV spot for TV8, visit Vail Daily with guest skaters to do in-house interviews November/December: Visit concierges from TOV resorts/ flyers and business cards with show information December 1: Start of Vail Daily Website advertisements (30,000 views)December (two weeks before the show): Daily ads in the Vail Daily and ½ page ads in the Everything Vail additionDecember (9 days prior to the event): Daily 4-minute interviews on TV8 (some filmed in October/some live) 2019 Vail Skating Festival Marketing Plan 22 Vail Skating Festival December 20 -22, 2019 2019 Vail Event Visitor Summary Attendance Estimate, ROI Visitor Type Importance of Event in Decision to Visit Vail Net Promoter Score Spending Overnight Visitor Overall Visitor