HomeMy WebLinkAboutCSE Vail Holidays 2019 recapEvent Recap: Vail Holidays
Cultural, Recreational & Community Category
February 5, 2020
Vail Holidays, December 1-31, 2019
Laurie Asmussen
Phone: 970.376.3756
laurie@eaglevalleyevents.com
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Overall Event Highlights & Successes
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•Incorporated 40th anniversary of Sonnenalp Hotel owners to serve as Honorable
Guests at annual Tree Lighting celebration
•Comprehensive advertising campaign with Vail Daily and KZYR radio spotlighting
all happenings throughout holiday season
•Strong attendance at various holiday-themed events
•Increased online presence through additional social media advertising and
increased posting frequency
Estimated Attendance Results
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•Tree lighting attendance was approximately 550
•Torchlight ski down/fireworks was attended by over 1,200 guests
Estimated Attendee Profile Results
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•With the month-long duration of the event and certain events like the
tree lighting that have been part of family traditions for many years, we
saw a very diverse mix of guests. Attendees ranged from locals to
regional and international guests. The majority of the events that are
included in the Vail Holidays schedule are ambient events focused on
families.
Estimated Spending Results
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Based on the duration of the event and the type of activations that
encompass Vail Holidays, it is not possible to survey to determine these
estimates.
NPS (Net Promoter Score)
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Attendee Response: How likely is it that you would recommend this event to a
friend or colleague?
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
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•How did the event exceed expectations? Guests enthusiastically attend
holiday-themed events throughout Town
•What are areas for event improvement? Advertising was comprehensively
done as a calendar listing. Improvements can be made to advertise
individual events and increase social media presence.
•How did this year’s event compare to last year?
Vail Brand Compatibility
The Premier International Mountain Resort Community
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•How did the event /program support the Vail Brand?
Comprehensive advertising supported the Vail brand in each ad run,
ensuring continuity of the event.
Brand Positioning:
•Town of Vail: The Premier International Mountain Resort Community
•Vail Mountain: Like nothing on earth
Community Contribution
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•How did the event impact Vail’s sense of community?
The event allows guests to become a part of our community in a
number of ways, through both the annual tree and menorah lightings, the Art
in Public Places displays and the Torchlight ski down and fireworks. It has
become an event locals and guests participate in some way.
Topline Marketing Efforts
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•What are the top 3 successful marketing tactics, executions or results from your
event/program?
•Boosted social media posts on both Facebook and Instagram
•Vail Daily Everything Vail Valley partnership added value to our advertising plan: CPC
(Cost Per Click) -.37 –Industry average is $2.69 Average Time On Page –3 minutes
•Weekly calendar listings with some event-specific ads run
Potential for Growth & Sponsorships/Media Exposure
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•How do you see the event evolving next year? New events from various hotels,
merchants and restaurants showcasing Vail experiences for guests
•What sponsors do you plan to target next year? Local sponsors looking to reach
guests during this time period
•Sponsorships will be partnered with local events to gain more coverage
Sustainability Efforts
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•What measures were taken at your event/program to support the
environmentally-friendly goals of the Town of Vail? All items given to guests were
in compostable products
•What waste reduction methods were used during your event/program? The event
provided recycling receptacles throughout every site and taken away to be placed
in recycling dumpsters.
•How could you improve on sustainability efforts for next year’s event? Continue to
follow Town of Vail guidelines for recycling and sustainability.
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
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* Event producer to attach detailed budget for recap
Item $
Total Event Budget:$26,855
CSE Funds:$25,000
Cash Sponsorship (not CSE):-0-
In-kind Sponsorship:-0-
Marketing Budget:$5,250
Profit & Loss:<$1,855>
How did you use the CSE funds?
(marketing, operations, staff, venue, etc.)
Marketing, signage,
entertainment, staff,
venue