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Home My WebLink About02.f. Event Recap Pop-Up Street MusicSurveyed Event Recap: Pop -Up Street Music Cultural, Recreational & Community Category October 7th 2020 Pop-Up Street Music: 7/11 –9/26 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? As a first year event, we were please with the attendance. •How would you impact attendance next year? As allowed, we will promote the pop-ups before and during the event. Visitor Type 6 •Was this the visitor type split you expected? Yes, based on the fact that we were operating in the heart of the Town of Vail, we were expecting a balanced audience of locals and destination guests. •What steps would you take to optimize visitor mix for future events? Partnering with lodging/concierges to maximize our messaging. 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? We booked multi-day programming 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. 55% Male 45% Female 68% Colorado 6% Texas 3% California 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, multi-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. Role/Importance of Event in Intent to Visit Vail Pt 2 10 The graphs above represent that our attendees returned to our events in Lionshead and Vail Village 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? Our activations are located adjacent to local businesses that are open. We create a welcoming atmosphere that encourages audiences to spend more time visiting retailers and restaurants in town. Event Strengths & Weaknesses 13 •How did the event exceed expectations? The growth of the event and business activations that continued through the summer were apparent. While speaking with adjacent business owners on the impact of our events, they had only positive feedback. •What are areas for event improvement? At the onset of this programming, we were advised to not promote prior to the event in order to avoid over-crowding. Since that time, we have successfully implemented promotions that encourage attendance while keeping the crowd dispersed with frequent set breaks. By investing in our production equipment and branding, we are now presenting a production image in-line with the Vail brand. •How did this year’s event compare to previous years? First year Vail Brand Compatibility 14 •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 15 •How did the event impact Vail’s sense of community? Surprise and delight for Vail visitors of all ages to engage in an outside and safe live music environment. Being able to employ musicians and staff from around the valley in a safe atmosphere and at fair wages. Locals and visitors frequenting adjacent businesses during the duration of the event as an activity. Topline Marketing Efforts 16 •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. •Please attach complete marketing plan to end of presentation. Potential for Growth & Sponsorships/Media Exposure 17 •How do you see the event evolving or growing next year? While audience restrictions continue to be in place due to COVID-19, we would want to have more frequent events with an expanded musical roster. •What sponsors do you plan to target next year? (Including existing and potential sponsors) We intend to target media, lodging, and production partners. •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. With the continued backing from the Town of Vail, we will expand our messaging on why Vail is the place to be. Sustainability Efforts 18 •What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? We follow all the sustainability efforts that are currently in place with the town. •What waste reduction methods were used during your event/program? “Leave no trace” when setting up and breaking down. Also, reviewing site to pick up micro trash after event. •How could you improve on sustainability efforts for next year’s event? Stage announcements reminding visitors of Vail’s sustainability efforts. 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 19 * Event producer to attach detailed budget for recap Item $ Total Event Budget:92,500 CSE Funds:50,000 Cash Sponsorship (not CSE):0 In-kind Sponsorship:2,500 Marketing Budget:4,100 Profit & Loss:(42,500) How did you use the CSE funds? (marketing, operations, staff, venue, etc.) Funds were used for all aspects of production