The URL can be used to link to this page

Home My WebLink About02. d TOV-VAN Xmas 2020 Wrap Up Report - 2 FINAL LITEVail Astronomy Nights – Christmas & New Years 2020 Presented on May 6, 2020 And I leave the children the long, long days to be merry in a thousand ways and the night and the trail of the Milky Way to wonder at… Williston Fish,“A Last Will”1898 Vail Astronomy Nights Xmas & New Year’s Holiday 2020 Friday –Dec. 20, Monday Dec. 27, 2019 –Friday, January 3, 2020 J. Brian Hall Event Producer Blue Creek Productions, Inc. Office: 970.328.5855 Mobile: 970.376-2594 brianhall@bluecreek.com 2 There is joy and wonder everywhere when you see the world through the eyes of a child. Overall Event or Program Highlights & Successes 3 •This event can be produced in the summer and under social distancing guidelines. •Identified NPS of 98 •Chosen “Top 5 Things to Do” by Vail Daily in Weekend Entertainment Edition. •100% response to “would you return to our event?” •Great mic of visitors excited, wowed. “Wide eyed novices” to “diehard enthusiasts” who like to tell us what they know. •Great event for all ages –kids/parents/grandparents/young adults/mature adults •Created Educational/Activity Tent for longer engagement. Program Impact, Testimonials & Observations 4 •Repeat guests! We had a great number of people who said they had been to our event at Thanksgiving and couldn't wait to come again. Left asking when is the next Astronomy Night? •Again our crowd was high end, intelligent group. People were excited, wanted to learn more and wanted to know when we were doing the event again. Thanked us for showing them the stars. Program Impact, Testimonials & Observations 5 •Really nice broad mix of guests -Lots of families, lots of younger and older couples. Worked well with all groups. Had shopkeepers come out and workers come by to stargaze again. We had a following. •People came by on their way to dinner and then back after they dined. • Some people came by for a few minutes, some would stay 45 minutes to an hour. •A lot of us sharing knowledge, websites, tips on how to view the ski and other follow up info with our guests. Estimated Attendance Results 6 •We used a hand clicker to count people as they enter our area. 643 total. •Estimated attendance -Vail Astronomy Nights Christmas & New Years 2020 Friday, Dec. 20: 167 *clear skies •Monday, Dec. 30: 245 *rescheduled from Last Friday. Great night, Great guests •Friday, January: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 a special place for 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 from our programs offered at Thanksgiving. Estimated Attendee Profile Results 7 •Where did attendees come from? (local, regional, out of state, international): •International:8% (Australia, Venezuela, Mexico, England) •Out of State:29% (Texas, Florida, New York, Michigan) •Regional/Colorado:52% •Local:11% Estimated Spending Results 8 •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: 643 of attendees x total average spending = $ 305,425.00 NPS (Net Promoter Score) 9 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 10 •How did the event/program exceed expectations? Like at Thanksgiving, the excited, passionate response of our guests blew us away. They were excited about what they were able to view and learn. They really were into it and had fun. The knowledge, professionalism and inviting communication skills of our astronomer/hosts and the high professional grade of our telescopes. •What are areas for event/program improvement? More activities in our Educational tent to enhance event.. We will add to that. We moved 1 event off a “bad ski night” to a clear night. We feel it was a good decision. We didn’t lose guests. We will improve communication for any schedule changes to our guests. Vail Brand Compatibility The Premier International Mountain Resort Community 11 •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 12 •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 enchantment -build a sense of community. Topline Marketing Efforts 13 •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. •Pushed for editorial in media – Chosen “Top 5 Things to Do” by Vail Daily in Weekend Entertainment Edition. Topline Marketing Efforts 14 •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 15 •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. Maybe even look at summer dates. Invite local schools. •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 16 •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 create trash at this event. 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 17 *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 –Christmas & New Year’s Eve 2020 Marketing Plan 18 Vail Astronomy Nights –Christmas &New Years 2020 Budget 19