No preview available
HomeMy WebLinkAbout02. f. Event Recap Live Music in the GardensSurveyed Event Recap: Live Music in the Gardens Cultural, Recreational & Community Category October 7th 2020 Betty Ford Alpine Gardens Concert Series: 8/12 –9/27 Scott Rednor Phone: 201-914-5473 shakedownbarvail@gmail.com 2 Overall Event Highlights & Successes 3 Questions from CSE 4 •The CSE will ask questions about your event and recap •Leave this blank –it’s a placeholder Attendance Estimate 5 •Was this the attendance you expected? Yes, we expected to sell out most of the shows in advance. •How would you impact attendance next year? Pursuant to Eagle County COVID-19 protocols, we would expand our audience capacity. Visitor Type 6 •Was this the visitor type split you expected? Yes, because of the amount of attendees allowed and travel limitations during this time. •What steps would you take to optimize visitor mix for future events? When allowed more attendees, a regional marketing plan would be put in place, including, the front range and western slope. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 7 •What measures did you take to encourage attendees to book lodging in the Town of Vail? During Labor Day weekend, we had multi-day programming. We focused on our events to be held on weekends. We engaged several artists from the front range who have followers that visited Vail. Overall Visitor Profile 8 •Who was your anticipated target demographic? 25 -65 •Did you reach your target demographic? Yes, our programming matched the intended demographic. •What would you change to attract that audience next year? We will continue to appeal to 25 –65 year olds through programming and marketing. 36% Male 64% Female 92% Colorado 2% Texas 1% Other Role/Importance of Event in Intent to Visit Vail 9 •What actions did you take this year to generate the number of overnight guests? Weekend programming, two-day events, and regional musicians that bring their fan base. •How would you increase the number of overnight Vail guests coming for the event next year? Continuing to expand our roster of musicians and marketing reach to front range and western slope. Role/Importance of Event in Intent to Visit Vail Pt 2 10 The graphs above represent that our attendees returned to our events in Vail numerous times throughout the series. We hope to increase the number of devotees that have attended our events multiple times. NPS (Net Promoter Score)/Likelihood to Recommend 11 •Do you think the NPS scores reflect the attendee event experience? Absolutely, our programming and scheduling connected with our target audience and we are extremely pleased with the result. •What steps would you take to improve the NPS scores for your event next year? Continue to appeal to what our audience wants, which is accessible, fun, and safe outdoor concerts. Estimated Return on Investment (ROI) & Attendee Expenditures 12 •What did your event do to encourage spending in Vail? We held our events in the afternoon and early evening, so that our attendees could visit Vail establishments before and/or after the event. Covid-19 Precautions 13 As we were able to produce outdoor concerts on a smaller scale, our attendees are now more open to attending larger events on a more frequent base, while still feeling safe. We feel that we have paved the way for what the future of event production may look like. Event Strengths & Weaknesses 14 •How did the event exceed expectations? By selling out most of the shows and receiving overwhelming positive response from the community and attendees. •What are areas for event improvement? Being able to expand our service items, such as a larger food selection and bigger bar. •How did this year’s event compare to previous years? First year Vail Brand Compatibility 15 •How did the event support the Vail Brand? We provide high level entertainment with a professional production that operates very efficiently. We are family friendly and accessible to all. Brand Positioning: •Town of Vail: The Premier International Mountain Resort Community •Vail Mountain: Like nothing on earth Community Contribution 16 •How did the event impact Vail’s sense of community? By bringing people together from our community and beyond in an outside and safe live-music environment. After several months of limited live music options, we provided a much- needed outlet for live entertainment. Being able to employ musicians and staff from around the valley in a safe atmosphere and at fair wages. Topline Marketing Efforts 17 •Include overview of top 3 successful marketing tactics or executions •Facebook: With almost 7k followers, we leveraged our existing fan base as well as the fans of our large roster of musicians for organic and promoted posts on a regular basis. •Radio: KZYR sponsored our series with 80 : 60 second commercial spots, plus regular interviews. •Instagram: With nearly 6k followers, we posted content to the feed, stories, and IGTV with great engagement. •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 18 •How do you see the event evolving or growing next year? Expanding our roster of musicians and audience base to include front range, western slope and resort town visitors. •What sponsors do you plan to target next year? (Including existing and potential sponsors) We intend to target media, lodging, alcohol, food, and production. •How will you leverage media exposure and extend the marketing reach next year? As we grow, our media outreach will increase with more stories to tell. Sustainability Efforts 19 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? We utilized Town of Vail receptacles and had a “pack in/pack out” procedure for ourselves and attendees. •What waste reduction methods were used during your event/program? “Leave no trace” when setting up and breaking down as well as encouraging our attendees to do the same. •How could you improve on sustainability efforts for next year’s event? Compostable utensils and cups. In addition, messaging attendees to bring a reusable water bottle to fill at the park. 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 20 * Event producer to attach detailed budget for recap