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Home My WebLink About06. VAIL SNOW DAYS 2019_CSE RECAP_02.03.20Event Recap: Vail Snow Days 2019 Cultural, Recreational & Community Category February 5, 2020 Vail Snow Days | December 12-15, 2019 Peggy Wolfe 970 476 6797 peggy@gohighline.com 2 Overall Event Highlights & Successes 3 •2019 saw a continued effort to build the event beyond the headliner concerts at Ford Park. Additions to the schedule help create the Festival vibe and experience for guests to the event and Vail. •In account activations at locals bars and restaurants were highlighted through both the Snow Days LIVE! Program as well as the Pray for Snow Pubcrawl kickoff event on Thursday. •The Snow Days Block Party featured a creative use of outdoor space in Vail Village / International Bridge featuring seven interactive partner expos throughout the weekend. •The story of the weekend was snow. With 48” of snow falling during Vail Snow Days, guests were treated to powder, the opening of Vail’s legendary Back Bowls and tremendous early season conditions. Vail Snow Days once again lived up to its name and kicked. the season off in snowy style. Overall Event Highlights & Successes 4 •The VIP area at Ford Park was reimagined to provide a higher level of service and access to bands than at previous events. By providing first- class viewing, enhanced food and beverage options, a heated area, private restrooms and more, guests were able to enjoy these amenities in a new and elevated way. •The Festival Village, located at the base of the mountain, at Mountain Plaza was sold out for 2019 as brands continue to see value in Vail Snow Days and interacting with consumers in this winter environment. The future of the Festival Village could result in expansion to Lionshead and/or other parts of the Resort to accommodate partnerships. Estimated Attendance Results 5 •Estimated attendance: •15,000 throughout the weekend •Attendance was seen as a success even with all of the weather and road related challenges surrounding this weekend. With 1-70 closed in both directions at times, people in town took advantage of the multiple touchpoints at Vail Snow Days. The Festival Village and Snow Days Block Party saw steady crowds during operating hours and partners activating in these areas were happy with the numbers of interactions with guests. Event Strengths & Weaknesses 6 •How did the event exceed expectations? •The vision and multi-year plan of expanding the event beyond the concerts to create vitality and vibrancy throughout the Town and Mountain, was on target in 2019. The increase in partners on site and support of sponsor activations in multiple locations generated great animation for guests. •Operationally and logistically, the efforts to create a viable concert venue with the huge amounts of snow was a tremendous accomplishment for the operations team on site. •What are areas for event improvement? •The marketing of the event and choosing the right balance of print, digital, social, etc. is an ongoing opportunity to establish the brand of Vail Snow Days and continue to reach new audiences. Event Strengths & Weaknesses 7 •How did this year’s event compare to last year? •Concert attendance was poised to show a significant increase from 2018 based on talent, popularity of bands and a strong marketing effort. The weather provided amazing conditions on the mountain with tons of powder and new terrain openings throughout the weekend but the road closures made it difficult for people to get to Ford Park, especially on Saturday night. •The expanded Festival Village, which sold out this year, and introduction of the Vail Snow Days Block Party, exemplified the strong desire by brands to be part of the event and chose Vail as a destination. Vail Brand Compatibility The Premier International Mountain Resort Community 8 •How did the event /program support the Vail Brand? •Vail Snow Days positions itself as the debut event in Vail each winter and truly is the kick off to the season. With a diverse, robust schedule and programming for guests of ages, the inclusive nature of Vail Snow Days aligns with the Vail Brand. •The free headliner concerts with Modest Mouse and The Head and The Heart, helped position the Town and Mountain as continued leaders in enriching guest experiences especially prior to the Holidays. By scheduling Vail Snow Days in early December, the opportunities for guests to enjoy the early season in Vail with family and friends is a strong focus and creates another reason to choose Vail. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 9 •How did the event impact Vail’s sense of community? •One of the focuses for the event is to create an association between Vail Snow Days and the Town of Vail/ Vail Mountain. Through diverse offerings, Vail Snow Days has something for everyone. It might be the bands and concerts, or it might be for the chance to try the latest gear on the mountain, whatever it may be, this event provides a unique unity for guests and locals alike. Topline Marketing Efforts 10 •What are the top 3 successful marketing tactics, executions or results from your event/program? •A full advertising, marketing and public relations campaign was executed surrounding Vail Snow Days in the local, regional and national media. Placements were made with print, broadcast and digital outlets garnering 3,669,868 media impressions. •A strategic public relations campaign was conducted for Vail Snow Days starting with the band announce on October 10, 2019 with the campaign including (30) pieces of coverage totaling an estimated 2,683,000+ impressions. •The social plan for Vail Snow Days included Facebook and Instagram with organic and paid posts, an influencer program and cross-promotional efforts through event partners. Total impressions for the Vail Snow Days social pages reached 443,500. •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 11 •How do you see the event evolving next year? •The focus for 2020 is to curate unique and memorable programming to entice sponsors to choose Vail Snow Days as a place to connect with consumers and enhance the event experience through thoughtful and memorable activations. •What sponsors do you plan to target next year? •The change in sales structure specifically related to partnerships in 2019 allowed refreshed opportunities to secure new partners and broaden the depth in sponsor categories. For 2020, the early outreach and continued focus on the overall event programming will be in place. •How will you leverage media exposure and extend the marketing reach next year? •The marketing plan will continue to develop further to build followers and awareness so that partners see the value proposition of Vail Snow Days from a marketing and media standpoint. Sustainability Efforts 12 •What measures were taken at your event/program to support the environmentally- friendly goals of the Town of Vail? •The positioning of all vendors at Vail Snow Days was purposeful to insure that there was no need for generators and power could be pulled from existing sources at Ford Park, Mountain Plaza and Vail Village/ International Bridge. •Partners and vendors were encouraged to recycle, separate and properly dispose of all refuse created at events especially with the sponsors that sampled during the event. •What waste reduction methods were used during your event/program? •Vail Snow Days partnered with new sponsors that offered canned cocktails and canned wine which greatly reduced the amount of plastic cups used in the concert venue. •Food vendors were mindfully selected to feature menus that did not require forks, knives or spoons. •How could you improve on sustainability efforts for next year’s event? •Continue to work and direct partners how to embrace sustainable measures and efforts in their set ups and activations. 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 13 * Event producer to attach detailed budget for recap Item $ Total Event Budget:$615,610 Town Council Funds:$300,000 Other Revenues $288,094 In-kind Sponsorship:$0 Marketing Budget:$65,000 Profit & Loss:($27,515) How did you use the Town Council funds? (marketing, operations, staff, venue, etc.) Talent and Production Photos 14 Photos 15 Additional Information/Appendix 16 •Provide detailed budget in the Appendix •Provide final marketing plan in the Appendix •Provide any additional information or marketing materials you think the CSE would benefit from