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Home My WebLink About02. b EE 2020 Event Recap - Through the LensColorado Snowsports Museum Through the Lens, Tales of the 10th, 5 Point Film Festival Education & Enrichment Category 13 programs produced & 1 canceled ~ over 800 attendees ~ ONE unforgettable experience After-Hour Programs: Through the Lens 3 Insert center of brochure Insert small crowd pic?? Après Ski Programs: Tales of the 10th & 5 Point Film Festival 4 •Tales of the 10th were held on the afternoons of The Legacy Day Parades •We experienced increased traffic throughout the day and presentations were at capacity •5 Point Film Festival: a free movie in the Museum was not as popular Overall Event or Program Highlights & Successes 5 •Successes •Increased programs by 75 % and attendance by over 120% over previous year; •Increased Museum Memberships with 95 new Members in 2019-2020 and a total of 160 new Members since 2018 when the Museum renovation was completed and additional programming added; •Over 65% attendees shopped or dined in Vail; •PR: The Museum received coverage in 5280 Magazine, Denver News stations-Channel 4 and Denver Fox31. NBC- Sunday TODAY with Willie Geist; •Provided a unique venue for open dialogue on relevant topics about Colorado’s evolving snow sports industry . Program Impact, Testimonials & Observations 6 •How were people affected by the program? Over 92% of guests surveyed would highly recommend the Museum to friends and family and more than 95% were very satisfied with presentations. •Include any testimonials from attendees: “The guest speaker series is outstanding- more of the same!” “The program subjects parallel to events during the same period.” “I think the Museum is the heart and soul of our winter community.” “Venue needs improvement. Bigger screen. Better audio.” •Other relevant qualitative results from your event/program The demographics of our audiences provided a great mix. The Museum is quickly turning into a cultural center for the community to gather in and socialize. Estimated Attendance Results 7 •Attendance: •Through the Lens: 425 guests •Tales of the 10th and 5 Point Film Festival approximately 400 The head count for the later programs was conducted with a hand-held number counter. The Museum was on track for an estimated annual attendance of over 70,000. •Number/percentage of people who came specifically for event/program: Programs are designed to be a town amenity and not a driver for overnight guests. Approximately 16% came from somewhere other than our mountain region and a little over 7% traveled from Summit County. •Number/percentage of people who attended the event last year: Through observation approximately 35% of guests attended at least one program last year. Estimated Attendee Profile Results 8 •Where did attendees come from? 0% 5% 10% 15% 20% 25% 30% 35% What town is you primary/secondary home located 0% 10% 20% 30% 40% 50% 60% 70% Day Visitor Overnight Visitor Primary Resdience Eagle County Secondary Residence Eagle County Summit County Where do you live? Estimated Spending Results 9 •Estimated average spending per person: •Dining: estimated $100 per person average •Shopping: estimated $50 per person •Lodging & Other Activities: NA •Total average spending per person: estimated $150 (shopping & dining) •Town of Vail spending the event/program generated: Formula: 70% of 825 attendees x average spending = $86,625 NPS (Net Promoter Score) 10 Attendee Response: How likely is it that you would recommend this event/program to a friend or colleague? 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1 Highly likely Likely Not likely No Way Likelihood to promote Series1 Series2 Event Strengths & Weaknesses 11 •How did the event/program exceed expectations? o Most programs sold out one to two weeks in advance; o Reserved seating for Museum Members generated significant number of new members; o Majority of the guests arrived half hour before the program began. •What are areas for event/program improvement? Audio /visual and seating •How did this year’s event/program compare to last year? Number of programs more than doubled which increased the excitement. The Town of Vail’s investment in one of its iconic cultural facilities is paying off. Vail Brand Compatibility The Premier International Mountain Resort Community 12 •How did the event /program support the Vail Brand? Offering educational programs elevates the sophistication of a community. Hosting the programs in the Colorado Snowsports Museum provides a unique venue where guests learn from the presentation and from their surroundings ~ displays of artifacts tracing 160 years of Colorado’s ski history. The Colorado Snowsports Museum’s topics are distinctive and the presentations capitalize on a passion that resonates throughout our community in the winter. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 13 •How did the event/program impact Vail’s sense of community? The programming brought the community together over shared and common interests - skiing and snowboarding. A majority of the attendees were either primary or secondary homeowners. The Colorado Snowsports Museum is quickly becoming the venue for guests and residents to come together to learn and socialize. Bringing people together with common interests builds on business relationships. One local real estate agent who attended most of the programs mentioned she secured a listing from a new acquaintance she met at the Museum’s after-hours presentations. Topline Marketing Efforts 14 •What are the top 3 successful marketing tactics, executions or results from your event/program? Brochure mailed to all supporters and distributed in Town and Vail Resorts’ information centers, to hotel concierges and inside the Museum; Social Media – Facebook, Twitter, & Instagram; E-newsletters to all constituents and concierges/information booths; Vail Daily and print advertising. •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 15 •How do you see the event/program evolving next year? Possibly look at a different venue to accommodate improved social distancing; increase food and beverage assistance; partnering with Eagle County Historical Society to present other historical information not specifically tied to ski related topics. •What sponsors do you plan to target next year? Commission on Special Events ; Colorado Grande; affiliated bank sponsorship. Please note, due to the current health concerns and the need for health and human welfare services, sponsorships will be difficult to secure. •How will you leverage media exposure and extend the marketing reach next year? Make the most of our extensive 10th Mountain Division collection and stories; select relevant and controversial topics about the industry; increase the level of speakers by inviting notable authors and historians; work in conjunction with the 10th Mountain Division Foundation, the Eagle County Historical Society, Colorado Avalanche Center and others. In addition we will tape record and broadcast live all presentations to increase reach and access. •Hollywood is interested in creating a movie about the 10th Mountain Division. Sustainability Efforts 16 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? Purchased compostable plates and clearly marked recycling bins •What waste reduction methods were used during your event/program? Assisted with disposal by separating the recyclable materials from waste •How could you improve on sustainability efforts for next year’s event? Researching reusable plates instead of a one time use compostable plate 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 17 *Event producer to attach detailed budget for recap Item $ Total Event/Program Budget: 20,000 CSE Funds: 7,000 Earned Income: 7,000 In-kind Sponsorship: 3,000 Marketing Budget: 3,800 Profit & Loss: $800 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, additional chairs, food and beverage, speaker stipends & staff hours outside of normal operating hours. Appendix – Detailed Budget 18 Colorado Snowsports Museum Through the Lens 2019-2020 Budget Revenues ACTUAL Grants 7000 Ticket Sales 6450 TOTAL REVENUE $ 13,950 Expenses additional chairs 1500 Event Production 2750 5 Point Film Fetival 750 Marketing & Advertising $4,025 TOTAL EXPENSES $ 9,025 In-Kind Contributions Beer/ Wine / Food 350 Event Production 250 Marketing & Advertising 4000 TOTAL IN-KIND $ 4,600 Appendix – Marketing Plan 19 Strategy: Increase awareness of the Museum as a community center to socialize in, learn from and explore, in depth, Colorado Ski and Snowboard History Goals: Increase indiviudal supporters and members Elevate the Town of Vail's reputation as a place for learning and cultural enrichement Increase earned income Program: Alpine Journeys: Through the Lens A series of presentations, documentaries, and slide shows featuring historians, scholars and extreme athletes Print Adversiting Vail Daily Ads Run Dates & Location Billy Kidd & Moose Barrows ~ TheThrill of Victory & the Agony of Defeat 4-Dec Dec. 3 Mike and Steve Marolt ~ Beyond Skiing Everest 11-Dec Dec. 10 Chris Davenport ~ Colorado at it's Peak 8-Jan Jan. 7 Ellen Miller ~ One women's adventure on both sides of Everest 22-Jan Jan. 21 Chris Anthony ~ 75th Anniversary of the Battle of Riva Ridge 19-Feb Feb. 18 Chris Diamond & Andy Daly ~ Ski Inc. 2020 4-Mar March 3 & 6 Dr. Duane Vandenbusche ~ Colorado & Vail's Ski History 18-Mar March 9, 14, 16 Tales of the 10th Nov. 15, 29; Dec. 27; Jan. 3, Jan. 17; Feb. 14 Highlight each speaker in ad Press Releases Release Info Program Date Run Dates and Publication 5 Point Film Festival 27-Nov 24-Nov Through the Lens - An after hours program in the Museum Billy Kidd & Moose Barrows 4-Dec 1-Dec Mike and Steve Marolt - Beyond Skiing Everest 11-Dec 8-Dec Chris Davenport 8-Jan 5-Jan Ellen Miller 22-Jan 19-Jan Chris Anthony 19-Feb 16-Feb Andy Daily and Chris Diamond - Ski Inc. 2020 4 & 7 - Mar 1-Mar Dr. Duane Vandenbusche, Sate Historian Elect 18-Mar 15-Mar Tales of the 10th Colonel Tom Duhs 29-Nov David Little 27-Dec TBD 3-Jan Colonel Tom Duhs 17-Jan Flint Whitlock 14-Feb Flint Whitlock 6-Mar 5 Point Film Festival 11-Mar 8-Mar Appendix – Marketing Plan 20 In-Town Promotions Tales of the 10th Included in TOV and Vail Resorts marketing Extended Museum hours on Legacy Parade nights Posters in the Museum/ Information Centers Beginning November 1 Concierge Visit Beginning December 1 Concierge Email blasts Every other week beginning in November Social Media Facebook Events Facebook posts Instagram Calendar Listings Vail Daily Town of Vail Everything Vail Valley Collateral Promotional flyers (5,000) Included in all mailings to supporters Handed out in the Museum Posters (50) Posted around town, in the Museum, & Information Centers Appendix – Promotional Flyers 21 Award Winning Films 22