HomeMy WebLinkAbout02. d. CSE Recap - VCBCVisitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Surveyed Event Recap
Vail Craft Beer Classic
Cultural, Recreational & Community Category
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Vail Craft Beer Classic: August 13-14, 2020
Ryan Slater
520-370-8014
Ryan@tppevents.com
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Overall Event Highlights & Successes
• Estimated revenue generated to the Town of Vail - $189K (+/- 20%)
• Highest Net Promoter Score we’ve gotten through TOV surveys (64)
• 91% of the attendees came to Vail specifically for the event
• 72% are “Very” or “Extremely Likely” to return in the future
• 85% of the attendees staying in paid lodging stayed in Vail
• 194 Estimated room nights generated in Vail by the event, $259
average nightly rate
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Questions from the CSE
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Attendance
• Was this the attendance you expected?
• Our goal is always to sell out each session,
we were able to sell out 3 of the 4 at
the 175 ticket cap. It was surprising the
earlier Friday session sold better than the
later one. Typically for our events that is
opposite for a weekday ticket.
• How would you impact attendance next year?
• Usually for an event like this we’d like to
go on sale 3+ months in advance. We
waited on this one to find out about
health restrictions. In 2021 we would give
ourselves more time to sell tickets.
651 TOTAL TICKETS
• FRIDAY SESSION 1 - 174
• FRIDAY SESSION 2 - 127
• SATURDAY SESSION 1 - 175
• SATURDAY SESSION 2 - 175
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Visitor Type
• Was this the visitor type split you expected?
• Usually we’d expect to see more Out of State visitors (closer to 30%) and less In-State
Day visitors (less than 5%).
• Why or why not? Please explain
• We believe the Out Of State visitors were down because of the pandemic and less
people are comfortable travelling. The majority of cancellations we received were from
Out Of State visitors.
• What steps would you take to optimize visitor mix for future events?
• Continue to market to Out Of State visitors early and encourage
them to plan a trip
80%
of visitors
that came to
Vail, CO specifially
for the event,
were overnight
visitors
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Overnight Visitor Profile: Overnight Visitors Only
• What measures did you take
to encourage attendees to
book lodging in the Town of
Vail?
• Every ticket purchaser
receives an email with
lodging partner information.
We have tracking codes
and links from our lodging
partners to help track the
number of nights booked
by the Classic. We also
highlightrestaurants and
other activities to do in the
area to encourage them to
stay in town.78%of
overnight
guests
stayed in
Vail
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Overall Visitor Profile
• What was your anticipated target
demographic?
• Boomers and Active Professionals - highly
educated with a disposable income and
attend either as a couple (61%) or in a
group of 3+ (38%).
• Did you reach your target demographic? Why
or why not?
• Yes, however as a whole the event skewed
older than the last 4 years of the Classic.
• What would you change to attract that
audience next year?
• We believe the age jump occured largely
due to the ticket price for a 90 minute
session. While we plan to create longer
sessions next year, we were very happy with
our demographic and visitor mix.
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Role/Importance of Event in Intent to Visit Vail
• What actions did you take this
year to generate the number of
overnight guests?
• Having afternoon and evening
sessions encourages people to
stick around for meals and stay
overnight. We also send out
communications encouraging
guests to book other activities
in Vail outside of the event.
• How would you increase the
number of overnight Vail guests
coming for the event next year?
• We’d like to add a two day
package for those attending
both days and differentiate the
two days more with different
breweries or bands
Record
high number
of guests
coming to Vail
specifically for
the Classic
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
NPS (Net Promoter Score)/Likelihood to Recommend
• Do you think the NPS scores reflect the
attendee event experience?
• Yes, we received excellent feedback from
the event on site and after the event.
• What steps would you take to improve the NPS
score for your event next year?
• 2 hour sessions and keep the experience
VIP
Highest
NPS yet
for the
Classic
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Estimated Return on Investment (ROI) & Attendee Expenditures
• What did your event do to encourage
spending in Vail?
• We purposely didn’t have food at the event
and timed the sessions between normal
meal times.
• We sent out communications to our
attendees highlighting activities, restaurants
and hotels for them to visit during their stay.
Vail
Craft Beer
Festival estimated
revenue generation
for the Town of Vail:
$189K
(+/-20%)
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Event Strengths & Weaknesses
• How did the event exceed expectations?
• We took some risks doing the event this year and
got incredible feedback. The breweries and guests
alike loved the intimacy and one on one interactions
they were able to get with smaller crowd sizes.
The venue was perfect for what we were trying to
accomplish.
• What are areas for event improvement?
• We’d like to extend the event to 2 hours instead
of 90 minutes and add more daiily sessions. Next
year we’ll add packages for multiple days as well.
We continue to walk the line of public health and
sustainability during the pandemic.
• How did this year’s event compare to previous years?
• It looked and felt very different from previous
years but we have an excited group of craft beer
enthusiasts who loved the event. While it was
different, we were able to make it an intimate
and wonderful celebration of craft beer in the
mountains.
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Vail Brand Compatibility
• How did the event support the Vail Brand?
• This event was in a beautiful setting in Vail
and unlike any other beer festival happening
in 2020 or previously. This event continues to
be a destination beer festival that can’t be
replicated in any other setting.
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Community Contribution
• How did the event impact Vail’s sense of
community?
• People are looking for ways to suppport
locally right now especially. Supporting
local businesses makes them feel like
they’re a part of something.
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Topline Marketing Efforts
• Include overview of top 3 successful marketing
tactics or executions
• Tapping into our existing Database of event
goers who were looking for events to partici-
pate in
• Facebook digital marketing
• Cross promotion with our brewery and local
partners
VAILCRAFTBEERCLASSIC.COMVAILCRAFTBEERCLASSIC.COM
Vail V i l l a g e , C o Vail V i l l a g e , C o
august 1 4 t h & 1 5 t h august 1 4 t h & 1 5 t h
A crowdless beer festival in the
Rocky Mountainsfeaturing your favorite
craft beers, ciders and seltzers!
Scenic ViewsTasty Brews Tickets OnSale Now!
Scenic ViewsTasty Brews Tickets OnSale Now!
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Potential for Growth & Sponsorship/Media Exposure
• How do you see the event evolving or growing
next year?
• We’d like to extend the sessions to 2 hours
instead of 90 minutes
• Add a 3rd session on Saturday
• What sponsors do you plan to target next
year? (Including existing and potential
sponsors)
• Smartwater, Truly/Boston Beer, whiskey and
spirits sponsors
• Other sponsors as they show interest
• How will you leverage media exposure and
extend the marketing reach next year?
• We plan to expand our marketing reach
back to our usual out of state folks and
start promotion earlier. Having the proof of
concept and several print articles, we can
stand out in the events market while other
events are cancelling.
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Sustainability Efforts
• What measures were taken at your event/program
to support the environmentally-friendly goals of the
Town of Vail?
• Walking Mountains Science Center for trash,
recycling and compost
• No printed festival handouts
• Banners with stickers for dates to ensure they’re
reusable for years to come
• Reusable signage across multiple “Classic”
events
• Encourage kegs to reduce waste
• All cups were compostable
• What waste reduction methods were used during
your event/program? All cups were compostable for
the event. We had an 82% Diversion Rate this year.
• How could you improve on sustainability efforts for
next year’s event? We would eventually like to get
back to reusable tasting cups, but that is highly
dependent upon the pandemic situation.
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Event Budget
19
* Event producer to attach detailed budget for recap
Item $
Total Event Budget:
CSE Funds:
Cash Sponsorship (not CSE):
In-kind Sponsorship:
MarkeBng Budget:
Profit & Loss:
How did you use the CSE funds?
(markeBng, operaBons, staff, venue, etc.)
Event Budget
$122,211
$50,000
$13,250
$25,000
$8,232
$18,963
CSE Funds were used for Brewer/Staff hotel rooms,
Marketing, Sustainability Efforts (compostable cups,
frisbees, green team), Health & Safety efforts for
COVID.
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Additional Information/Appendix
• Provide detailed budget in the Appendix
• Provide final marketing plan in the Appendix
• Provide full version of the Survey Dashboard in
Appendix
• Provide any information or marketing materials
you think the CSE would benefit from
Visitor Type
7
• Was this the visitor type split you expected?
• Why or why not? Please explain.
• What steps would you take to opBmize visitor mix for future events?
Marketing Budget/Plan
• Print & Digital Ads - $3,108
• Vail Daily, Porch Drinking, Thirst Magazine
• Social Media - $2,674
• Facebook, Instagram
• PR - $1,000
• B PR
• Graphic design - $750
• Website - $200
• Printing - $500
• Poster, fliers, etc
With a short lead time for tickets (6 weeks) we had
most of these items happening simultaneously. We
can provide a marketing schedule if needed.