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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.