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HomeMy WebLinkAbout02. e. VFFF - CSE 2020 Event Recap - MASTER 1 copyVail Family Fun Fest 2020 Cultural, Recreational & Community Event Category To be presented in October, 2020 Vail Family Fun Fest 2020 Saturdays, July 11 to August 8, 2020 J. Brian Hall Event Producer Blue Creek Productions, Inc. Office: 970.328.5855 Mobile: 970.376-2594 brianhall@bluecreek.com 2 Event photos -1 3 Event photos -2 4 Overall Event Highlights & Successes 5 •We pulled it off with no one got sick! Guests & Staff had fun and were safe. •People were so appreciative of us having this event happening during the pandemic and thanked us over and over. We are so glad we offered these events. •Adjusted & redesigned event to work be engaging and fun in a Covid world. •Identified NPS of 100 •Chosen “Top 5 Things to Do” by Vail Daily –Weekly Picks –3rd year in a row. •100% response to “would you return to our event?” Estimated Attendance Results 6 •Estimated 2020 attendance: 1,577 for 5 events (practicing social distancing) -We were down about 60% from 2019 -We do a grid count of approximately every hour to estimate our attendance. •We were nervous about how we would handle a lot of people if they came. Our cue system worked well. The flow ended up being really manageable •27% of our guests are repeats from past years. *And we also see many of families come back week after week during the summer. Estimated Attendee Profile Results 7 •Our attendees are: 2019 2020 •In-state: 55% 61% •Out of state: 37% 26% •Out of country: 8% 13% Estimated Spending Results 8 •Estimated average spending per person: •Dining:$85 •Shopping: $39 •Lodging: $275 •Other Activities: $21 •Total average spending per person: $454 •Town of Vail spending the event generated: Total Impact: # of guests (1587) X total average spending = $720,498 Blue Creek Productions In-House Surveys 9 Are you? Vacationing: 73% Local: 10% 2nd Homeowner: 17% How did you find out about us: Returning Guest: 27% Hotel/Concierge: 25% Internet: 22% (Google Search, Facebook) Word of Mouth: 11% Newspaper/Magazine: 9% visitvailvalley.com: 6% Is this your first visit to Vail? Yes: 15% No: 85% Would you return to our event? Yes: 100% No: 0% Do you feel the event was fun? Yes: 100% No: 0% Blue Creek Productions In-House Surveys 10 VFFF 2020 –Select Survey Comments: -Not too easy to do during Covid, thanks for pushing it through! -As always, Vail surpasses expectations, and it’s great activities like this that ensure it. -Well executed –challenging circumstances notwithstanding. -So interactive and informative! Will definitely be back! -Great staff engagement. -The Simon Sys was cute. -Loved the birds! -Family focused, entertained out children -Very fun! Hula Hoop contest was great! Would like to see more crafts. -Very Fun -Great to get kids involved in outdoor fun. -Loved it, Everyone was very nice. -Great kid event. -My 4 year old daughter had fun! -Love it! -Fantastic event!! Kids 8, 5 & 3 loved it. -Also did the adults!! -You all rock! -Love the owls! NPS (Net Promoter Score) 11 Guest responses to the question: How likely is it that you would recommend this event to a friend or a colleague? NPS 100 per our survey data. Highest score for us we have ever received. Event Strengths & Weaknesses 12 Event Strengths… •We did a great job of adjusting to Covid, and keeping the core emotional fun and engagement. People thanked us often. Their kids really enjoyed it –they missed the opportunity to play. •We are seeing a lot of people come back each year (27%) and come back week to week while in town. •We get a lot of compliments on our mix of fun (contests & challenges) and our educational activities (Birds of Prey, science tent) •Our great staff is key to maximizing our guests experiences in Vail. We get a lot of opportunities to slow down and talk with our guests. Event Strengths & Weaknesses 13 What are areas for event improvement? •We lost our sponsors because of Covid. We get them back next summer to build our event and marketing back up. So much depends on where we are with the Pandemic. •Can always do a better job with marketing. But this summer it was almost like we didn’t want to big a crowd. •We need to increase on -site signage or breadcrumbs in Lionshead to lead families to our event. •We need more tents to mitigate the hot sun and allow families to relax and stay longer. Vail Brand Compatibility The Premier International Mountain Resort Community 14 •How did the event /program support the Vail Brand? When challenged by this health crisis and the limiting guidelines and protocols we rose to the occasion and greeted our guests with big smiles… I think we’re on point as being a great representation of what Vail stands for. Even when challenged by this Pandemic we put on a great show for our families and helped them relax and enjoy themselves or a while. Our staff is awesome, friendly, sincere, engaged. We are able to connect with the kids, their parents, and grand parents. Many mountain resorts can off similar amenities, but it’s our people, our sense of welcome, our warmth that can make Vail stand out. We present fun and engaging activities. Many of our activities are “old school” type fun. I think families have a blast and get a kick out of the simple fun we offer. And it’s free. I can’t tell you how many times I have a parent says “it’s great to something you can go to and just enjoy for free”. Everything can’t be free, but this event –when seen by our family guests, seems to help strike a well appreciated balance in their perception of Vail. And we tell them TOV underwrites this event –on the PA about every 15 to 20 minutes. Vail Brand Compatibility The Premier International Mountain Resort Community 15 Partner comments… I wanted to take a moment to send a quick note to say thank you for your hard work on the Vail Family Fun Fest this summer during such a challenging time.All feedback from our guests was wonderful.To be able to offer a fun and safe experience for our guests makes a huge impact on how they feel about coming to our town. This type of free activation is a great addition to the Lionshead experience.Thank you for all you did this summer. Warm Regards, Zachary Meyers, General Manager -The Arrabelle at Vail Square We worked hard with our partners to make the most of how our event can help their businesses accomplish their goals. These partners are willing to serve as references and answer any questions you might have. Feel free to reach out to them for feedback on our programs and for comments of support. Zachary Meyers, GM of the Arrabelle Hotel Jonathan Brownley, GM of the Marriot Jack Diemare, GM of the Ritz Carlton –Lionshead Meghan Del Sol, Manager –Blue Moose Pizza, Lionshead Community Contribution 16 •How did the event impact Vail’s sense of community? McMillan & Chavis (1986) defines sense of community as "a feeling that members have of belonging, a feeling that members matter to one another and to the group, and a shared faith that members' needs will be met through their commitment to be together.” No one goes on vacation to feel like a “tourist”. This year, more than ever –they wanted to feel at home and safe. They wanted to relax and feel normal for a little while. Everything we do, from the moment our families arrive, the games -to the simple conversations we have with mom’s and dad’s while there kids are doing an activity, exudes welcome and warmth. Whether you a local, live here part time, or just visiting, come on in and have some fun with us. And we wanted you and your family to feel safe with us. Topline Marketing Efforts 17 •Update of vailfamilyfunfest.com website. •Made regular visits to hotels, lodges, stores and restaurants that appealed to families. Distributed info, fliers, postcards and posters. We hired a part-time person to do this. •Strong internet and social media presence, with timely updates prior to and during event. Posted video and photos to website, Facebook, Instagram and other content providers. •Distribution to all local & regional events calendars and info venues. •Strong Lodging/concierge program. Work with them to help influence initial buy decision and insure repeat visits. Topline Marketing Efforts 18 Fliers, Postcards, Posters Vail Daily Ads Topline Marketing Efforts 19 Editorial 3rd Party Facebook Posts Topline Marketing Efforts 20 Website Topline Marketing Efforts 21 Facebook & Instagram Potential for Growth & Sponsorships/Media Exposure 22 •How do you see the event evolving or growing next year? •Boy, that’s a great question. We are hoping, like everyone else, that this Covid thing is further behind us so we can get back to a larger event with less restrictions. But if we are still under restrictive guidelines and protocols, we will adapt and present a great event with fun for everyone done in s safe manner. We learned a awful lot this summer about how to present a safe and fun family event under a pandemic, this experience will allow us to make quicker decisions and create a great event under what ever the world throws at us. •What sponsors do you plan to target next year? •If we are beck in some kind of “normal”, then we hope to get our hotel and lodging sponsors back on board. We will begin earlier to talk to possible sponsors. We are trying to get The Ritz and the Marriot to support us also. VCBA has been a great friend and supporter. And continue to talk to Epic Discovery-Vail Mtn., Vail Health, and Alpine Bank and Vail Health. •How will you leverage media exposure and extend the marketing reach next year? Create stories with photos about how we are back…Vail, us and the summer is here for you! Come play! Sustainability Efforts 23 •We developed a safer group of crafts and activities. All projects were simplified and made into “one way -pass forward” projects and kits. This led to a lot less waste. We did still clean and recycle any supplies we could. •Most of our Special presenters were chosen for their ECO, green or nature themes and content. We used Nature’s Educators (birds of prey) as they were presentational and so easy to work with in creating a great and safe presentation at our event •Staff members carpooled into event from home. Saved money and gas. •Trash was carried out or sorted using TOV receptacles. •We will look at creating a themed recycle day or game in Summer 2021. •We were able to point families to add a Refill -Refresh water station in our event area. Event Budget 24 Item $ Total Event Budget:15,000 CSE Funds:15,000 Cash Sponsorship (not CSE):0 In-kind Sponsorship:0 Marketing Budget:2,925 Profit & Loss:0 How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Operating, Supplies and marketing Event Budget -Breakout 25 Link to file… Additional Information/Appendix 26 Link to file...