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EE 2020 Vail Art Events RecapEvent/Program Recap: Town of Vail’s Art Series Education & Enrichment Category Town of Vail’s Art Series: Ongoing Events in 2020 Lauren Merrill Phone: 970.926.2732 lauren@alpineartscenter.org 2 Town of Vail’s Art Series: Ongoing Events in 2020 Lauren Merrill Phone: 970.926.2732 lauren@alpineartscenter.org 3 Overall Event or Program Highlights & Successes 4 •Art programs attracted students of all ages, both locals and tourists, and provided an educational and cultural experience in the Town of Vail throughout the year. •Received coverage in Vail Daily for every event and a lot of social media coverage. •Programming activated many locations throughout the Town of Vail, including Ford Amphitheater, Colorado Snow Sports Museum, and Community Programming at VRD. •Events before the Tuesday night concert series at Ford Amphitheater were successful and most were at maximum capacity. •Alpine Bank and Holy Cross Electric assisted in funding the Town of Vail’s Art Series programs in 2020. •Events were flexible, some virtual/hybrid, and taught with social distancing regulations being met. Programs were adjusted to make them possible during Covid-19. Program Impact, Testimonials & Observations 5 •Provide insight into personal impact on attendees of the event/program, how were people affected by the program? Participants were engaged in the art programs were excited to have learned a new skill. Many left classes saying they were going to continue to practice techniques they had learned. It had a big impact on attendees and many people returned to several programs. •Include any testimonials from attendees: Alpine Arts Center sends internal surveys for all of our classes, and we received 5 star reviews from every customer (except 1 who submitted feedback for project selection). •Provide any other relevant qualitative results from your event/program: we had one family attend every single summer series program. They invited different guests each week and said it was the highlight of their summer. Estimated Attendance Results 6 •Estimated attendance: in progress because we still have several more events in 2020 (so far we have had 127 participants) •Number/percentage of people who came specifically for event/ program: about 95% (other 5% joined when they walked by) •Number/percentage of people who attended the event last year: about half were returning customers Estimated Attendee Profile Results 7 •Where did attendees come from? (local, regional, out of state, international): About 60% of attendees are locals in the Vail Valley, 20% from the front range, and 20% international Estimated Spending Results 8 •Estimated average spending per person: (all based on last year’s survey) •Dining: 20 •Shopping: 18 •Lodging: 4 •Other Activities: 24 •Total average spending per person: $67 •Town of Vail spending the event/program generated: Formula: 127 attendees x 67 = $8,509 (in progress, we still have more events) NPS (Net Promoter Score) 9 Attendee Response: How likely is it that you would recommend this event/program to a friend or colleague? I estimate our NPS to be 9 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 or Program Strengths & Weaknesses 10 •How did the event/program exceed expectations? Participants were so happy after completing their projects. These events are time consuming for us to put on, and the reason we keep doing them is because it brings joy to the community and makes people feel good. This part always exceeds our expectations. •What are areas for event/program improvement? Continuing to find partnerships with existing events in Vail to maximize exposure for these programs. Increasing budget by finding more outside sponsors to allow for increased marketing. •How did this year’s event/program compare to last year? Registration numbers were limited due to Covid-19, but participants were so appreciative of these programs being offered. There was a nice feeling of community at each event, even the virtual offerings. Vail Brand Compatibility The Premier International Mountain Resort Community 11 •How did the event /program support the Vail Brand? The Town of Vail was mentioned at every event. The town logo was placed on rack cards distributed throughout the valley, every class description on our website, and listed on email marketing. Additionally, press releases and paid advertising to the Vail Daily showcased these events and highlighted the Town of Vail as a place that values and supports unique art experiences. Visual images of mountains and our beautiful surroundings showcased Vail Mountain as a place “like nothing on earth”. Participants left each class with a keepsake to remind them of Vail as a premier mountain resort community. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 12 •How did the event/program impact Vail’s sense of community? Each art class provided an opportunity for participants to meet one another in a creative setting. Many participants came alone and were introduced to new people seated at their table, and locals and tourists were brought together as well. A sense of community was felt at each class, especially at the end when viewing so many unique pieces of artwork that were all created by individuals within our mountain community. •Because of Covid-19 regulations the programs felt really special this year; people were given a chance to gather together (while maintaining 6’ of distance) and it was emotionally healing and a needed experience for everyone involved. Topline Marketing Efforts 13 •What are the top 3 successful marketing tactics, executions or results from your event/program? •Facebook promotion, both through Alpine Arts Center’s page and Vail Moms •Text message campaigns sent out to promote class registration •Vail Daily advertisements and photographs submitted for Town Talk •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 14 •How do you see the event/program evolving next year? I hope to increase guest and resident participation, and possibly offer another collaborative class with Art in Public Places. We will also assess projects that were most popular this year and adjust class subjects accordingly for next year. We will evolve programming to fit Covid-19 needs. •What sponsors do you plan to target next year? (Including existing and potential sponsors) We will approach the Vail Library, Vail Recreation District, Ford Amphitheater, and Colorado Snow Sports Museum again for in kind facility sponsorship. For sponsorships, Alpine Bank and Holy Cross Energy again and others (possibly other art organizations, local art galleries, businesses in Town of Vail, etc.) •How will you leverage media exposure and extend the marketing reach next year? We will continue to reach out to concierge with marketing materials and invite employees that work in Vail to try a complimentary class. We will utilize social media, website, text messaging, and printed brochures to extend our marketing reach. Sustainability Efforts 15 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? Paper plates for paint palettes were often reused at Alpine Arts Center, newspapers were recycled and used for painted collages during summer classes, and our sample canvases were reused from one class to the next. •What waste reduction methods were used during your event/program? Reusable canvas tarps were used on tables instead of disposable paper table coverings. Supplies were often shared among participants to reduce waste as well. •How could you improve on sustainability efforts for next year’s event? Recycled canvas could be used by all participants for select classes focused on sustainability. Certain projects could be geared towards creating collages or sculptures using recycled materials. 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 16 * Event producer to attach detailed budget for recap Item $ Total Event/Program Budget:In progress, see detail CSE Funds:$13,000 Cash Sponsorship (not CSE):$3,000 In-kind Sponsorship:Yes from venues Marketing Budget:In progress, see detail Profit & Loss:In progress, see detail How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Marketing, operations, staffing, venue Additional Information/Appendix 17 •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 18 Budget Next 3 Slides (in progress since there are events remaining) 19 20 Final Marketing Plan 21 Front/Back of Rack Card 22